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26 OCTOBER 1957 • Vol. 11, Vo. 43
SPONSOR
THE WEEKLY MAGAZINE TV/RADIO ADVERTISERS USE
DIGEST OF ARTICLES
The Frey report: Will agencies fight?
35 Next week admen will get preliminary reporl li> Prof. Uberl Frey, done tin \\\. Here's how top executives view outlook for change
What you should know about the Pope's stand on tv
38 '~ a Legion "I Decencj coming for television? Il"u might it operate? Here are some oi the answers emerging Erom the Pope's encyclical
Does it pay to merchandise a show today?
42 Quality Bakers oi America has merchandised it air media activity heavil) for over two decades. Here' how t < »< I a\ " planning differs
Spanish-language radio
44 fhe Latin-Americans within oui borders are increasing and prospering How and where ad\ertisers are reaching them is in this market stud)
Report on tv show costs
57 ''", '"'u •'"' average costs of this year's t\ shows compare with 1956-57, see reporl with thi week" Television Ba-ie j > 1 1 j — complete -how charts
FEATURES
18 ^gencj \d Libs
65 Film-Scope
28 i"ih and Madison
71 News & Idea Wrap-1 p
7 \cw smaki i ol the W e< k
70 Picture \\ rap-1 p
86 Sponsor Hears
9 >t -nr-Scope
94 Sponsor Speaks
68 Spot Buys
94 Ten Second Spots
14 Timebuyers at Work
92 T\ and Radio Newsmakers
83 Washington Week
24 Women" Week
In Upcoming Issues
Farm market report
In next week's sponsob (2 November) you'll End a reporl on the farm
market, including: key facts on the economic -lain of farmer-: new
irch on farmer activities: a detailed guide to buying farm time
Radio's all-important basics
ii eye on Radio Basics, in sponsor once everj four weeks.
ning up in the 9 November issue will be: box sc on sets sold;
stations on air: sets-in-use; spot campaigns; network radio business
Editor and Publisher
Norman R. Glenn Secretary-Treasurer Eiame Couper Glenn VP-Assistant Publisher
Bern a rd
General Manager
Arch L. Madsen
EDITORIAL DEPARTMENT Executive Editor
Miles David News Editor
Ben Bodec
Senior Editors
Anted J. Jafie Evelyn Konrad Jane Pmkerto W. F. Miksch
Harold Meden Film Editor
Barbara Wilkens Assistant Editors Joan W. Holland Jack Lindrup Gloria Horowitz
Contributing Editors
Bob Foreman Joe Csida
Art Editor
Phil Franznlck Production Editor
Florence B. Hamsher
ADVERTISING DEPARTMENT New York Manager
Charles W. Goow.n VP— Western Manager Edwin D. Cooper Southern Manager Herb Martin Midwest Manager Sam B. Schneaer Mid-Atlantic Manager Donald C. Fulier Production Manager Jane E. Perry
Administrative Staff Dorris Bowers Georqe Becker Jessie Ritter Marion Sawyer
Circulation Department
Seymour Weber Emily Cutillo Estelle Schuiman Harry B. Fleischrran
Accounting Department
Laura Oken Laura Darre
Readers' Service
Marilyn Hammond
Member of Business Publications Audit of Circulations Inc.
EQ21
SPONSOR PUBLICATIONS INC.
combined with TV. Executive, Editorial, Circulation and Advertising Offices: 40 E. 49th St. (49th & Madison) New York 17, N. Y. Telephone: MUrray Hill 8-2772. Chicago Office: 612 N Michigan Ave Phone Superior 7-9863 loj Angeles Office: 6087 Sunset Boulevard. Phone: Hollywood 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.