Sponsor (Jan-Apr 1958)

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others sell" making equipment. Although it offered the first 16mm camera in 1922, thereby opening the home movie market, as recently as 10 years ago the professional equipment side accounted for the majority of the company's business. Expansion into home-use equipment has been largest since the war. The basic items have been redesigned and improved 8mm and 16mm cameras and projectors. To these the company has added slide projectors and tape recorders. Following World War II B&H sales began slipping, reaching a low of about $13.2 million in 1949. Since then the rise has been steady and fast. They reached $45,579,069 in 1956, jumped to $52,218,476 last year. Product research A major factor contributing to this sales growth has been a heavy investment in new product research, development and engineering. The company spends 8% of each sales dollar for this, and it has paid off handsomely. In mid-1956 the company introduced the first 16mm "electric eye" camera which incorporates a light-sensitive cell mounted on the front of the camera to record the amount of existing light and automatically adjust the lens setting. In 1957 the electric eye feature was added to the company's Firming plans for Bell & Howell's record second quarter budget of $600,000, bulk of which is going into network tv, are (left) Carl G. Schreyer, vice-president of marketing and Pierre (Pete) Marshall, director of advertising. Company chose tv to demonstrate its new product developments to maximum number of people before summer season starts 8mm line. Sales of its 8mm cameras in 1957 were 83%, ahead of 1956, a fact which Percy attributes to the new invention. "Sales and profits should be up considerably in 1958, thanks largely to new products," Percy expects. About half the company's estimated $60,000.000 sales in 1958 will be accounted for by products introduced since mid1956, he estimates. And new products introduced since mid-1952, will account for about three-quarters of 1958 sales, he believes. New products also create new sales. "More than half the sales of the new Auto Load (a self-threading 8mm movie projector) which we are introducing this year, will be made to consumers who would not otherwise have bought a movie projector," Percy says. Lest this sound unlikely, statistics show that about 6 million home movie cameras have been sold, but only about 4 million projectors are extant. New products will be the theme of the coming network tv push. The company says that the basic approach in preparing the commercials is to stress {Please turn to page 76) Child is shown using camera with "electric eye," sensitive light cell that sets the lens automatically Threading new "Auto Load" projector with one hand shows ease, speed of this former mechanical task SPONSOR • 19 APRIL 1958