Sponsor (Sept-Dec 1958)

" 11 October 19S8 • lot. 12. \t). 41 ^ SRONSOR ^^^^ THE WEEKLY MAGAZINE TV/rADIO ADVERTISERS USE DIGEST OF ARTICLES Vigorous vet-eran: the N. W. Ayer story 35 MDNxiii's special report on America's oldest advertising agency and why il> .organizing air media uork after doubling billings since 1953 Videodex: score of new markets in last quarter 40 Hecade-old t\ audience measurement firm in process of expanding services for c'ienis; at drawing-hoard stage, idea for instant electronic ratings How to improve radio commercials 42 Music, humor and better production delivering new radio sell for advertisers, agencies and producers with new techni(iues. Here's how to do it Phillips buys radar weathercasts 4.4. Phillips Petroleum, through Lambert & Feasley, commences tri-station radio sponsorship of tracing erratic weather of Florida's east coast Air media: department store lifeline 45 Department stores, fighting increasing competition, can profitably consider more use of air media. Here are some suggestions and examples Economical electronic research 47 Voting machines— new gimmick for obtaining quick, inexpensive station research figures. WOWs showmanship provides clues for radio industry SPONSOR — the first half of 1958 51 The personalities, features, case histories -all of the air media news in the year"-^ first half, broken down by category for easy reading SPONSOR ASKS: What audience promotion devices have you found most effective? GO ^i''' stations continually trying new audience promotions, station men and a promotion specialist discuss their most effective methods FEATURES 10 Commercial Commentary T3 Film-.Scope 2S 49th and Madison T# Marketing Week T» News & Idea Wrap-l p e Newsmaker of the Week 7« Picture Wrap-l p 02 Radio FSasies 76 .Sponsor Hears 1 7 Sponsor-Scope 92 Sponsor Speaks 64 Spot Buys 92 Ten-Second Spots 24 Timebuyers at Work 90 Tv and Radio Newsmaker 75 Washington Week Secretary-Treasurer Elaine Couper Glenn VP-Assistant Publisher Bernard Piatt EDITORIAL DEPARTMENT Executive Editor John E. McMillln Managing Editor Alvin W. Outcalt News Editor Ben Bodec Special Projects Editor Alfred J. Jaffa Senior Editor W. F. Miksch Associate Editor Russ Carpenter Midwest Editor (Chicago) Swen Smart Western Editor (Los Angeiec ) Pete Rankin Assistant Editors Jack Lindrup Gloria FlorowitT Contributing Editor Joe Csida Art Editor Maury Kurtz Production Editor Florence 8. Hamshcr Editorial Assistant V:kki Vlskniskki ADVERTISING DEPARTMENT Sales Manager James H. Fuller VP-Western Manager hdwin D. Cooper Southern Manager Herb Martin Midwest Manager Roy Meachum Production Manager Jane E. Perry Sandia Lee Oncay. Asst. Administrative Staff Don is Bowers George Becker Laura Oaf re Laura Olcen Jessie Ritter PROMOTION DEPT. Jane Pinkerton, mqr. Sara Nicoll CIRCULATION DEPT. Seymour Weber Emily Cutlllo llarry B. Fleischman Member of Business (>ublic<tinn< S^BSSB Audit of CircuUf.on, Inc fH^ SPONSOR PUBLICATIONS INC. combined with TV. Executive. Editori»l. Circulation and Advertising Officts: 40 E. 4»Hl St. <49fh & M,idi«nl New York 17, N. Y. Tel«phone: MU-rav Hill 8-2772. ChlcJKO 0«ie«: 612 N. Michican Ave Phone: SUperior 7-9M3. Birminnhim Office Town HouM. Birmlngkam. Phone: FA.rfax 4 6529 Lot Anteles Office 60t7 Sunset Boulevard. Phone: Hollywood 4-80W. Printing Office 3110 Elm Ave.. Bilfimer* II. Md Subscription, U S $3 a year. C«udi and foreign $4 Single copies 20c Printed in U.S.A. Address all correspondence to 40 E. 49tfl St.. N. Y. 17. N Y Murray Hill 8-2772. Published weekly by SPONSOR Publications Inc. Entartd ai 2nd class matter on 29 January 1948 at tha Baltimore postoffice under the Act of 3 March rwrf r)1958 Sponsor Pudlications Inc.