Sponsor (Jan-Apr 1958)
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Issued every (> months
SPONSOR INDEX
JULY THROUGH DECEMBER 1957
2ND HALF VOLUME 11
Advertising Agencies
\(imen can get merchandising support — J. Len
iianl. Mogul
Newsmaker: Edward Aleshire. Cohen & Aleshire
You don't have to be a giant — Ludgin, Chicago
Newsmaker: Rolland W. Taylor, Foote, Cone &
Belding
How big can JWT get?
Jackson Taylor. Lennen & Newell, profile
Newsmaker: Robert Watson, Erwin Wasey, Ruth
rauff & Ryan agency
Xewsmaker: Larry \ alenstein. Crey Advertising Frank Kemp: ''Buying's not for lazy men," profile Newsmaker: Edward D. Madden, Keyes, Madden
& Jones
BBDO invites net radio to a comeback lunch "Sight-draft" helps cut spot's paperwork maze — Morey. Humm & Warwick plan with Sinclair
Refining
Newsmaker: William E. Brownell, Camp-Mith, Mpls.
Will agencies fight hard? Frey Report
Newsmaker: Mayor Thomas D"Alesandro Jr. (Baltimore ad tax plan)
Newsmaker: Dr. Wallace H. Wulfeck, ARF
Newsmaker: Clarence E. Eldridge, 4A's
Top 50 air media agencies. Chart with net and
spot breakdown
Newsmaker: Arthur Fatt, Grey Advertising
Automotives
Volvo goes national with spot radio and hoopla How to make every dollar work like ten. North
American Van Lines, Inc.
Edsel's strip tease
Can t\ sell after midnight? Oldsmobile
Baytime tv outpulls all media for Lyon Van Lines
Will air power win the battle of Detroit?
Newsmaker: Edward Ragsdale, Buick
13 July 20 July
20 July
27 July 27 July 3 Aug.
14 Sept. p. 14 Sept. p.
21 Sept. p. 5 Oct.
19 Oct. 26 Oct. 26 Oct.
16 Nov. 23 Nov. 30 Nov.
30 Nov. 21 Dec.
27 July p. 33
3 Aug. p. 10 Aug. 31 Aug.
7 Sept. p.
5 Oct. 28 Dec
Broadcast Industry News and Issues
Newsmaker: John C. Doerfer. FCC 6 July
Sponsor asks: What is there about your market which a buyer has to see personally to understand? 20 July
27 July
Newsmaker: Paul Robert-. MBS 3 Aug.
Never underestimate Pat Weaver: Csida 10 Aug.
Are clients ducking the 15% on tv packages? 31 Aug.
Music and news are only building blocks 7 Sept.
The cul de sac of creative management: Foreman 14 Sept.
Why ABN dropped Nielsen 14 Sept.
^ here 81% of spot buys are made. SRA gives a
% breakdown for four cities 21 Sept.
Sponsor asks: Should station reps approach clients? 21 Sept.
What is station merchandising? Carl H. Vogt 21 Sept.
Newsmaker: Harold E. Fellows, NARTB
PGW's Univac make it easier to buy spot tv/radio
Newsmaker: Sputnik ( impact on admen)
How to "catch" an audience: Csida
"Sight-draft" helps cut spot"s paperwork maze (Morey, Humm & Warwick plan with Sinclair Refining) Does it pay to merchandise a show today? Quality Bakers of America case history
Newsmaker: Sid Roslow (Pulse) _ _
Newsmaker: Kenneth W. Bilby, NBC .......
AT&T: science at work in air media planning
RTES seminar: spot radio's pioneer days
Sjionsor asks: In a period of bu-ine-s -lowdow n. how should advertisers slant their broadcast copy?
Rating madness
Sponsor asks: How can companies get the most out of the industry's own personnel bureau (the
Listening Post) ? ....
Rating madness — an editorial
Newsmaker: Bob Morris, BAR .......
I lo» big did ABC make it? (standing of each
12 Oct. 19 Oct. 19 Oct.
26 Oct. p. 42
9 N.rt
9 Nov
16 Nov
16 Nov
23 Nov
23 No\
30 Nov
7 Dec.
net)
TV/Radio Year End Report New Year's resolutions — for the o polls radio and tv people
Commercials and Sales Aids
ials must dominate ad manager's tii
Helene Curtis __ ...
The space men have landed: Foreman
Do you sell like a fishwife? — E. Manning Rub
Cargill & Wilson
Sponsor asks: What are the fall trends ir
commercials?
Ohio bank hits with "something different" How to write a commercial with a camera.
Lomas. MacManus, J&A tv expert
I
Star
Spor
asks: What are the fall 1
ials:
Sponsor
with a "Continental touch"
put a flip-card presentation on film
tests still wow 'em. Orders Mattress Co. _
-shot in tv advertising: Foreman
asks: Do packages need redesigning for
Pre-testing isn't Madison Ave. monopoly. (Glen Advertising, Dallas, Texas)
Are sponsors overdoing comedy commercial-.' ""Dudley" campaign for Nucoa
Sponsor asks: Is program mood really important t selling a product?
Follow -through for tv sales success. Proctor Elec
It's the old words that Mill sell: Foreman
Can tv sell after midnight? Oldsmobile
6 July p. 27 6 July p. 18
6 July p. 60
13 July p. 36
13 July p. 39
13 July p. 60
20 July p. 35
20 July p. 38
27 July p. 36
3 Aug. p. 18
3 Aug. p. 64
10 Aug. p. 35
17 Aug. p. 32
17 Aug. p. 56
24 Aug. p. 30
24 Aug. p. 18
31 Aug. p. 38
25 JANUARY 1958