Sponsor (May-Aug 1957)

** 31 AUGUST 1957 • Vol. II. Vo. .35 THE WEEKLY MAGAZINE TV/RADIO ADVERTISERS USE DIGEST OF ARTICLES Are clients ducking the 15% on tv packages? 31 Currenl \N \ survej «ill reveal thai over ;i dozen major advertisers are not paying commissions on package shows. How far reaching is the trend? Is radio a primary medium? 34 '" Philadelphia. Good Humor put all i t> eggs in radio's baskel and hatched a real winner. Sales results dispelled any doubts about radio Can tv sell after midnight? 38 Top-selling Oldsmobile dealer hiked sales from $100,000 to $10 million in 8 years with tv. Running for office. t\ polled him over 100.000 votes How tv spans Armour's split marketing personality 41 Armour and Co. has the two-fold marketing problem of selling both soaps and foods. Television bridges these inn with network shows Timebuyers of the U. S. (part six) 45 -M<'st extensive list of timebuyers yet published links timebuyers with their accounts and gives the agency's address, telephone and executives Tv network comparagraph has latest costs 63 Prices OI aU new shows coming on during the next four weeks; early summer ratings of net shows are featured in this latest Comparagraph FEATURES 18 Agency Ad Libs 77 Film-Scope 26 1,9th and Madison 82 News & Idea Wrap-Up 5 New -maker of the Week 84 Picture Wrap-Up 102 Reps at Work 72 Sponsor ^sks 98 Sponsor Hears 8 Sponsor-Scope 106 Sponsor Speaks 74 Spot Buys 106 Ten Second Spots 16 Timebuyers at Work 104 Tv and Radio Newsmakers 95 Washington Week 22 Women's W eek In Upcoming Issues Those vital 30 days Can a sponsor tell whether hi show's a hit or a dog after the first rating period? SPONSOR went to top agencies and advertisers to get their yardsticks of show success and tips on shifting gears mid-season Editor and Publisher Norman R. Glenn Secretary-Treasurer Elaine Couper Glenn VP-Assletant Publisher Bernard Piatt General Man Arch L. Madsen EDITORIAL DEPARTMENT Executive Editor Miles David News Editor Ben Bodec Senior Editors Alfred J. Jaffa Evelyn Konrad Jane Plnkerton W. F. M.ksch Film Editor Barbara Wilkens Assistant Editors Joan W. Holland Jack Lindrup Lois Heywood Contributing Editors Bob Foreman Joe Csida Art Editor Phil Franznick Production Editor Erwin Ephron ADVERTISING DEPARTMENT New York Manager Charles W. Godwin Western Manager Edwin D. Cooper Southern Manager Herb Martin Midwest Manager Sam B. Schneider Mid-Atlantic Manager Donald C. Fuller Production Manager Jean L. Engel Advertising Staff Jane E Perry George Becker Administrative Coordinator Catherine Scott Rose Administrative Staff M. Therese McHugh Dorris Bowers Circulation Department Seymour Weber Beryl Bynoe Emily Cutillo Accounting Department Laura Oken Laura Datre Readers' Service Marilyn Hammond Member of Business Publications Audit of Circulations Inc. Egg SPONSOR PUBLICATIONS INC. combined with TV. Executive, Editorial. Circulation and Advertising Offices: 40 E. 49th St '49th 6 Madison i New York 17. N. Y. Telephone: MUrray Hill 8-2772. Chicago Office: 612 N. Michigan Ave Phone: SUperior 7-9863. Los Angeles Office: 6087 Sunset Boulevard. Phone: HOIIywood 4-8089. Printing Office: 3110 Elm Ave., Baltimore 11. Md. Subscriptions: United States S3 a year. Canada and foreign $4. Single copies 20c. Printed in U.S.A. Address all correspondence ro 40 E. 49th St.. N. Y. 17 N. Y. MUrray Hill 8-2772. Published weekly by SPONSOR Publications Inc. Entered as 2nd class matter on 29 January 1948 at the Baltimore postoffice under the Act of 3 March 1879. Copyright 1957 Sponsor Publications Inc.