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13 September 19S8 • Jol. 12, No. :17
3RONSOR
THE WEEKLY MAGAZINE Tv/rADIO ADVERTISERS USE
DIGEST OF ARTICLES
New developments in network radio
33 Rfboundinjj sharply after a summer slump, radio networks expect strong 4th quarter to push 1958 total close to 1957's healthy $60 million
Fifteen ways to help timebuyers
36 Station Representative Robert E. Eas for improvin;: timrlmyer-timeseller rela
Play-Doh: $3,000,000 spot tv wonder
39 How 27-year-old President McVicker used tv to build sales of children's modeling material from $25,000 to |3 million in less than 4 years
Tv's revolutionary videotape
40 Part II of this special report on the tai)e that is changing in industry reveals ihi very latest developments along with the way stations use it
Selling the premium product with radio
43 H.,VN Maola Milk & Ice Cream Co. of New Bern, N. C. facing problems riinilar to those faced by other mid-size accounts, solved them with radio
Norman R. Glenn Secreta ry-Trea su rer
Elaine Couper Glenn
EDITORIAL DEPARTMEN Executive Editor
John E. McMillin
IManagins Editor
Akin W. Outcalt
News Editor
Ben Bodec
Special Projects Editor
Alfred J. Jaffa
Senior Editor
isociate Editor
is Carpenter
Western Editor (Los.Angele
Pete Rankin Film Editor Beth Drexler Brod Assistant Editors
icit Lindrup
Glori,
Florowiti
Box score of network specials, 1958-59
44 Thi~ s.'aM.nV M.1,1 specials fall below last year's, but still amount t„ S29.1 million. Chart listing these specials, with prices and network
The current supply of features: How long will it last?
44 Nc« ^ork. the country's No. 1 marketplace for feature films, has stf.cked all that's available. A report on the status of its seven stations
Tv set count for 3,070 U. S. counties
47 ^I'MNsoFi lists 11 pages of county-by-county figures from new, industryhnanc.-d study, just released by Advertising Research Foundation
SPONSOR ASKS: Should stations under joint ownership (am & tv) cross-plug?
72 ^''"li th< increasing need for program promotion, three station men diMuss the pros and cons of cross-plugging their radio and tv outlets
FEATURES
26 Commercial Commentary
S7 Film-Scope
lO 49th and .Vladison
SB Marketing Week
76 New. & Mea Wrap-Up
6 Newsmaker of the Week
76 Picture Wrap-Up
90 .s,,on-or Hears
17
Speaks
»B Sponsor
74 Spot Buys
98 Ten-Second Spot;
22 Timebuyers at W
96 Tv and Radio N.
89 Washington We<-]
Production IManager
Jane E. Perry
Sandra Lee Oncay, Asst.
Administrative Staff
Dorris Bowers
George Becker
Jessie Ritter
Circulation Department
Seymour Weber ErTiily Cutillo Harry B. Fleischman Accounting Department
Laura Oken Laura Datre
Member of Business Publications Audit of Circulations Inc.
rnsEi
SPONSOR PUBLICATIONS INC.
combined with TV. Executive, Editorial, Circu'- ' Advertising Offices: 40 E. 49th St. n) nIw " ■
phon
Madison) Nfew York 17, N. Y. Tele Murray Hill 8-2772. Chicago Office:
612 N. Michigan Ave. Phone: SUperloi Birmingham Office: Town House, Birr,....s.......
Phone: FAirfax 4-6529. Los Angeles Office: 6087 Sunset Boulevard. Phone: Hollywood 4-8089 Printing Office: 3110 Elm Ave.. Baltimore 11. Md. Subscriptions: U.S. $3 a year. Canada and foreign $4. Single copies 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 (anuary 1948 at the Baltimore postofflce under the Act of 3 March 1879
(!) 1958 Sponsor Publications, Inc.