Sponsor (Jan-Apr 1958)

SPONSOR INDEX continued. Publicity and Promotion Admen can get merchandising support — J. Lenn.itil. Mogul Newsmaker: Kenneth C. Ciflord, Schick, Inc. How the gas industry markets a new identity. American Gas Association How to promote a larger audience for your show _ What is station merchandising? — Carl H. Vogt __ "Pr with ad tools."' Aluminium Ltd., Canada Does it pay to merchandise a show today? QBA Sponsor asks: How can stations improve their national promotion? BPA survey: how station promotion directors see themselves Are salesmen audience builders? Nationwide Ins. Sponsor asks: Can publicity save a wavering tv 13 July p. 44 10 Aug. p. 5 17 Aug. p. 35 7 Sept. p. 42 21 Sept. p. 41 19 Oct. p. 37 26 Oct. p. 42 2 Nov. p. 94 16 Nov. P 44 7 Dec. P 32 14 Dec. P 42 Radio Spot radio solves marketing jigsaw puzzle. Beneficial Finance Co. _. Behind radio's fabulous comeback: Csida Are lower rates the answer to night spot radio? ... Radio Basics/July Why Hollywood turned to radio ._. Volvo goes national with spot radio Top fall trends from sponsor's Tv/Radio Basics ... Why should I buy spot radio? (John Blair presentation) How to make every radio dollar work like ten? North American Van Lines ... Radio Basics/August Movie-men don't know how to use radio. Gordon McLendon, KLIF Is radio a primary medium? Good Humor Sponsor asks: What are trends in tv/radio premium offers this fall? Nighttime radio's star is rising Radio Basics September Sponsor asks: What are important trends in transcription services? Where 87% of spot buys are made. SRA gives a % breakdown for four cities _ What is station merchandising? Radio in transition: the saturation medium BBDO gives radio a comeback luncheon PGW's Univac makes buying spot radio/tv easier The funny radio commercial, circa 1930 Does radio follow customers to suburbia? National Shoes _ Radio Basics/ October Cluck your commercial against radio's best N«-uro radio: dangers amid opportunity Webster can't do it all (Product personality: tv vs. radio) : Foreman Spanish-language radio: why it is growing fast ... Could (tv and) radio clip a business dip? What ten companies will do next Radio in transition: Can new e.t.'s replace the local personality? . _ Radio Basics/November Sponsor asks: How did you create your prize winning radio commercial? RTES seminar: spot radio's pioneer days Semantic differential: new station yardstick (WBC's psychological word association test) ... 6 July P 30 13 July P 20 13 July P 33 20 July P 39 27 July P 16 27 July P 33 27 July P 37 27 July P 40 3 Aug. P 30 17 Aug. P 51 24 Aug. P 34 31 Aug. P 34 31 Aug. P 72 14 Sept. P 40 14 Sept. P 43 14 Sept. P 56 21 Sept. P 34 21 Sept. P 41 28 Sept. P 28 5 Oct. P 30 12 Oct. P 34 12 Oct. P 37 12 Oct. P 40 12 Oct. P 41 19 Oct. P 40 19 Oct. P 42 26 Oct. P 18 26 Oct. P 44 9 Nov. P 28 9 Nov. P 34 9 Nov. P 39 9 Nov. P 50 16 Nov. P 42 23 Nov. P 42 Spot radio's first $200 million year? _ 30 Nov. p. Why Whitman (candy) joined spot radio 30 Nov. p. Radio super-saturation vs. full page newspaper ads. (H-R project along with Pulse) 7 Dec. p. Radio Basics/December 7 Dec. p. New spot radio rate estimator (Katz Agency) 14 Dec. p. Nighttime radio: progress roundup, outlook— 1958 21 Dec. p. The impact of station personality: Csida (CBS Radio Motivation Analysis, Inc.) _. ...... 28 Dec. p. Tv/Radio Year End Report 28 Dec. p. New Year's resolutions — for the other guy. sponsor polls radio (and tv) people _ 28 Dec. p. Radio Results: annual roundup of best campaigns 28 Dec. p. Research Is tv viewing off in summer? H-R research project backed by ARB 6 July p. Inside Dr. Dichter, profile 3 Aug. p. Newsmaker: Arthur C. Nielsen, Jr., A. C. Nielsen 17 Aug. p. Are clients ducking the 15% on tv packages? ANA survey _ _ 31 Aug. p. Where 87% of all spot buys are made. SRA gives a % breakdown for four cities 21 Sept. p. Can you tell your Nielsen from Trendex? 21 Sept. p. Depth studies (1) feature film, (2) spot ratings .. 5 Oct. p. PGW's Univac makes buying spot tv/radio easier 12 Oct. p. Sponsor asks: How do writers use research in creating commercials? 19 Oct. p. The Frey Report: will agencies fight hard? 26 Oct. p. Newsmaker: Sid Roslow (Pulse) ...... 2 Nov. p. BPA — ideas at work. Second annual convention ... 2 Nov. p. AT&T: science at work in air media planning 9 Nov. p. BPA: picture highlights of second annual convention 9 Nov. p. BPA survey: how station promotion directors see themselves _ ._ 16 Nov. p. Newsmaker: Dr. Wallace H. Wulfeck, ARF 23 Nov. p. Let's stop rating jitters: Foreman ... 23 Nov. p. Rating madness 23 Nov. p. Semantic differential: new station yardstick. WBC's psychological word association test 23 Nov. p. Daytime tv documents its case. NBC-TV study .... 30 Nov. p. James Vicary: subliminal Svengali? .... 30 Nov. p. Sponsor asks: What are air media's biggest research needs? 30 Nov. p. Videotown after 10 years. C&W's 1957 report 7 Dec. p. Radio super-saturation vs. full page newspaper ads. H-R project along with Pulse ...... 7 Dec. p. New spot radio rate estimator (Katz Agency) 14 Dec. p. Do we need more program research: Foreman 21 Dec. p. Ratings while you wait. New ARB system— Arbi tron ._. 21 Dec. p. Motivational St. Nick at the agency Xmas party (one-act play) -_. 21 Dec. p. The impact of a station's personality: Csida (CBS Radio-Motivation Analysis, Inc.) 28 Dec. p. Special Issues and Sections Top fall trends from sponsor's Tv/Radio Basics 27 July p. Seventh annual Canadian Radio and Tv Report: 1957 24 Aug. p. The Canadian market 24 Aug. p. A radio-tv director looks at Canada 24 Aug. p. 25 JANUARY 1958