Sponsor (Sept-Dec 1957)

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.