Sponsor (Jan-Apr 1958)

Key buying trends in radio-tv Profile of Canadian radio Profile of Canadian tv Canadian Radio Basics _ Canadian Tv Basics _ Sixth annual Negro Market Supplement Negro market: why buyers are looking twice .... Agency analysis: admen tell why, how they buy Negro radio Case histories: stations report sales and audience results _— Negro-appeal stations: they work with and sell the community _ Negro population basics National advertisers Negro station profile Negro radio stations — sponsor's first annual Tv and Radio Trade Paper Advertising Awards Why sponsor launched awards — and who won Analysis of tv and radio ads from awards judges The winners in 14 categories Sixth annual Farm Radio and Tv Section: 1957 Farm market: there's a $37 billion market on those farms _ Farm air audience: when it tunes and what it Farm director: key figure in farm radio and tv Farm radio is being rediscovered, too NATRFD seeks higher standards Cross-section of farm radio stations Cross-section of farm tv stations sponsor's annual Radio Results 24 Aug. p. 43 24 Aug. p. 44 24 Aug. p. 44 24 Aug. p. 46 24 Aug. p. 52 28 Sept. 28 Sept. p. 3 28 Sept. p. 6 28 Sept. p. 8 28 Sept. p. 10 28 Sept. p. 13 28 Sept. p. 17 28 Sept. p. 18 28 Sept. p. 28 5 Oct. p. 37 5 Oct. p. 38 5 Oct. p. 41 5 Oct. p. 44 2 Nov. p. 47 2 Nov. p. 48 2 Nov. p. 50 2 Nov. p. 52 2 Nov. p. 56 2 Nov. p. 59 2 Nov. p. 64 2 Nov. p. 70 28 Dec. p. 35 Annual Tv Results appear in 4 Jan. 1958 issue Television Guarding a $7,000,000 tv investment : Helene Curtis 6 July p. 27 Is tv viewing off in the summer? 6 July p. 36 Tv Basics/July 6 July p. 39 Newsmaker: W. D. (Dub) Rogers, Television Pioneers _ 13 July p. 4 Ohio bank breaks precedents in tv campaign 13 July p. 36 How to write commercials with a camera. Stan Lomas, MacManus, J & A tv expert 13 July p. 39 Excitement in Alaskan tv: Foreman 20 July p. 18 Top fall trends from sponsor's Tv/Radio Basics... 27 July p. 37 The one-shot in tv advertising: Foreman _ 3 Aug. p. 18 Tv: the marketing medium 3 Aug. p. 27 Tv Basics/ August 3 Aug. p. 47 Sponsor asks: Do many packages still need to be redesigned for tv? 3 Aug. p. 64 Barter: how big, how bold, how bad for tv? 10 Aug. p. 29 How Prudential insures full value from net tv 10 Aug. p. 32 The Mike Wallace moral: Foreman ....... _ 17 Aug. p. 18 Is tv soft compared to other media? 17 Aug. p. 29 How the gas industry markets a new identity on tv. American Gas Association 17 Aug. p. 35 Spot tv running life ahead of 1956 17 Aug. p. 39 Follow-through for tv sales success. Proctor Elec. 24 Aug. p. 30 Are clients ducking the 15% on tv packages? 31 Aug. p. 31 Can tv sell after midnight? Oldsmobile 31 Aug. p. 38 How tv spans Armour's split marketing personality 31 Aug. p. 41 Tv Basics/September 31 Aug. p. 63 Sponsor asks: What are the trends in tv/radio premium offers this fall? 31 Aug. p. 72 When should you drop a weak tv show? 7 Sept. p. 33 Daytime tv outpulls all media for Lyon Van Lines 7 Sept. p. 36 The softy set. (West coast show, Pet Exchange, aimed at pet lovers) 7 Sept. p. 46 Is a client revolt against tv costs brewing? 14 Sept. p. 33 14 Sept. p. 38 21 Sept. p. 18 21 Sept. p. 31 21 Sept. p. 34 21 Sept. p. 41 28 Sept. p. 34 28 Sept. p. 37 12 Oct. p. 20 12 Oct. p. 34 19 Oct. p. 18 19 Oct. p. 31 19 Oct. p. 37 18 How tv licked a winter sales slump. (National Paint & Varnish, Los Angeles) Jack Paar vs. feature film: Csida _ Is tv behind the urge to merge? Where spot buys are made. SRA gives a % breakdown for four cities What is station merchandising? Will tv get its own "bureau of circulation"? NARTB's study Tv Basics/October Why we need tv account execs: Foreman PGW's Univac makes buying spot radio/tv easier How to "catch" an audience: Csida Ignore tv barbs from critics Pr via tv. Aluminium Ltd. sponsors Omnibus Webster can't do it all. (Product personality: tv vs. radio) : Foreman Will Catholic church screen programing? Tv Basics/November Can U. S. tv exist halffree? Dichter on Dracula: the horror cycle Tv tune-in ads — a critique: Foreman Could tv (and radio) clip a business dip? What ten companies will do next Westward ho the ratings: Csida Where does spot tv go from here? Spot tv's own marketing revolution What the space age means to sponsors. (Will Sputnik spark science fiction?) Should a $70,000 spender put it all in tv? Amsco Sponge Cloth Let's stop ratings jitters: Foreman .... Tv Basics/December The price of temperament: Csida What Lysol learned about day vs. night tv . Daytime tv documents its case. (NBC-TV study).... Are your salesmen audience builders? Nationwide Insurance sponsors Mama Videotown after ten years. C&W's 1957 report Sponsor asks: How do your readers react to the tv season? _ 7 Dec. p. 52 Don't write off tv's new music shows: Csida 14 Dec. p. 20 Sponsor asks: Can publicity save a wavering tv show? 14 Dec. p. 42 Next year's tv costs 21 Dec. p. 23 This utility (Western Mass. Electric) buys local, live tv for $178 a show 21 Dec. p. 28 Tv Basics/January __ 21 Dec. p. 37 Timebuyers Timebuyers rates the reps (part two) 13 July p. 42 Timebuyers take "see-for-yourself" tour. WSTV TV Steubenville, Ohio 20 July p. 32 Sponsor asks: What is there about your market which a buyer has to see personally to understand? 20 July p. 44 Sponsor asks: What is there about your market which a buyer has to see personally to understand? (cont'd.) 27 July p. 50 Timebuyers of the U. S. (part two) 3 Aug. p. 37 Timebuyers of the U. S. (part three) 10 Aug. p. 40 Strictly by the numbers: a play on timebuying 10 Aug. p. 36 Timebuyers of the U. S. (part four) 17 Aug. p. 41 Reps rate the timebuyers 24 Aug. p. 27 Timebuyers of the U. S. (part five) 24 Aug. p. 78 Timebuyers of the U. S. (part six) _. 31 Aug. p. 45 What to watch for when buying music and news 7 Sept. p. 38 Timebuyers don't want rate deals 12 Oct. p. 31 Spot buyers: 1957 3rd quarter. (Top 100 spot tv advertisers) 16 Nov. p. 48 26 Oct. 26 Oct. p. 38 26 Oct. p. 57 2 Nov. p. 37 2 Nov. p. 43 9 Nov. p. 16 9 Nov. p. 28 16 Nov. p. 18 16 Nov. p. 35 16 Nov. p. 38 16 Nov. p. 46 23 Nov. p. 20 23 Nov. p. 45 30 Nov. p. 16 30 Nov. p. 34 30 Nov. p. 37 7 Dec. p. 32 7 Dec. p. 35 SPONSOR • 25 JANUARY 1958