Sponsor (Jan-Apr 1958)

25 JANUARY 1958 • Vol.12, No. 4 HE WEEKLY MAGAZINE TV/RADIO ADVERTISERS USE Editor and Publisher Norman R. Glenn Secretary-Treasurer Elaine Couper Glenn VP-Assistant Publisher Bernard Piatt General Manager Arch L Madsen DIGEST OF ARTICLES 29 32 34 Barrow pot begins to boil Washington rumblings focus spotlight on net tv study and proposals to ban option time. SPONSOR examines possible effects on advertisers Saturation radio's newest problem Does greater copy variety go hand in hand with size of saturation campaign, or is copy repetition as effective? Here's what experts think Customers first — ratings second There's no worship at the tv ratings altar by AMF. They put qua] the into practice by sponsoring bowling to reach bowler Tv gets set to sell 38 The signals are up. For the first time, television must start selling hard. This is what the buyers say they want as the tables start to turn Is merchandising really worth it? 40 '" -clling the Spanish language market, it seems to have special impact. One example: The success of Libby's baby foods in New York Trek to the West Coast 42 Does the current westward move mean New York's talent pool is drying up? sponsor asks three New York tv talent buyers for their appraisal Editorial sumup: SPONSOR 1957 47 -^s 1958 gets underway, a quick look back. Here is a complete, concise recap of sponsor's last-half 1957 articles, indexed for quick reference FEATURES 24 49th and Madison 59 News & Idea Wrap-Up 4 Newsmaker of the Week 58 Picture Wrap-Up 42 Sponsor Asks 18 Sponsor Backstage 72 Sponsor Hears 9 Sponsor-Scope 80 Sponsor Speaks 54 Spot Buys 80 Ten Second Spots 16 Timebuyers at Work 78 Tv and Radio Newsmakei 55 Tv Results 69 Washington Week In Upcoming Issues Radio Basics what network radio looks like at the beginning of February — including complete li-t of all net radio clients and what they buy News Editor Senior Editors Alfred J. Jaffe Evelyn Konrad W. F. Miksch Harold Meden Slot Flo. Marilyn Hammond Contributing Editors Bob Foreman Joe Cslda Art Editor Phil Franznick Martin Gustavson, Asst. Production Editor Florence B. Hamsher ADVERTISING DEPARTMENT Associate Sales Manager Jane Pinkerton VP-Western Manager Edwin D. Cooper Southern Manager Herb Martin Mid-Atlantic Manager Donald C. Fuller Eastern Manager James H. Shoemaker Production Manager Jane E. Perry Sandra Lee Oncay, Asst. Administrative Staff Dorris Bowers Georqe Becker Jessie Ritter Marion Sawyer Circulation Department Seymour Weber Emily Cutillo Harry B. Fleischman Debby Fronstin Accounting Department Laura Oken Laura Datre Readers' Service Nancy Smith SPONSOR PUBLICATIONS INC. combined with TV. Executive, Editorial, Circulation and Advertising Offices: 40 E. 49th St. <49th Of Madison) New York 17, N. Y. Telephone: MUrray Hill 8-2772. Chicago Office: 6)2 N. Michigan Ave. Phone: SUperior 7-9863. Los Angeles Office: 6087 Sunset Boulevard. Phone: Hollywood 4-8089. Printing Office: 3110 Elm Ave., Baltimore 11, Md. Subscriptions: United States $3 a year. Canada and foreign $4. Single cop.es 20c. Printed in U S.A. Address all correspondence to 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. 1958 Sponsor Publications Inc.