Sponsor (Sept-Dec 1958)

Sponsor Asks: How can stations lielp in anti-recession campaigns? Personalities Newsmaker of the week: John M. Outler, retiring general mgr., WSB, Atlanta Newsmaker of week: John C. Doerfer, FCC dim. Newsmaker of week: Oren Harris, House rep.. Ark. Newsmaker of week: J. C. Riddell, exec, v.p., ABC Newsmaker of week: L. G. Cowan, pres., CBS TV Newsmaker of the week: Howard S. Meighan, president. Videotape Productions Newsmaker of week: E. J. DeCray, v.p., ABC radio Newsmaker of week: John C. Doerfer, FCC chm. . Merchant of diversity: Screen Gems' Ralph Cohn Tv/Radio Case Histories How Miles Calif, measures air media Why Stahl-Meyer banks on air media Progresso's 26-year love affair with air media June p. 54 8 Feb. 15 Feb. 15 Mar. 22 Mar. PPPPP 5 Apr. 12 Apr. 3 May 14 June PPPP 5 Apr. 10 May PP COSTS Will Radio nil Jnun. ,..^,-,.,^,. up How new >\(. (I'liiiaii lirii)>ts cost of roniniercials Could agency cost-cutting boomerang? Net tv: new incentives for clients Spot tv's rocky road to simpler rates Sponsor Asks: How to keep live tv costs down? Spot tv and newspapers COMMERCIALS Sponsor Asks: Should commercials be keyed to the time of day? Saturation radio's newest problem Would you risk this tv commercial live? . Tv clients: commercials come first Sponsor Asks: Is competitive bidding on storyboards sound practice? . What's wrong with tv"s auto commercials? How new SAG contract boosts cost of commercials Tv's cliff-hanger commercials . New life for net radio commercials Sponsor Asks: How valuable is a star's name in a tv commercial? "Minute" shows sell Nescafe How agencies rate tv commercial film producers ... Radio advertising as d.j.'s see it They "work like hell on the sell!" Sponsor Asks: What are the advantages of original scores in tv commercials? Commercial Commentary: McMillin blasts tv's "doctors" What's new in film television commercials? From radio/tv jingle to popular song Commercial Commentary: cigarettes on tv A new way to measure tv commercial effectiveness 1 Mar. p. 29 1 Mar. p. 35 8 Mar. p. 38 29 Mar. p. 37 19 Apr. p. 33 3 May p. 33 10 May p. 27 10 May p. 52 31 May p. 36 25 Jan. p. 32 1 Feb. p. 34 8 Feb. p. 27 22 Feb. p. 48 29 Mar. p. 36 29 Mar. p. 37 5 Apr. p. 33 19 Apr. p. 39 19 Apr. p. 46 17 May p. 38 24 May p. 36 24 May p. 38 31 May p. 29 31 May p. 44 14 June p. 34 14 June p. 38 14 June p. 39 21 June p. 20 28 June p. 42 FILM Film '58: A precision marketing tool 1 Feb. p. 41 What the Paramount film library means to tv 22 Feb. p. 37 Animation at $15 a foot? 1 Mar. p. 35 What's new in syndication for fall? 15 Mar. p. 38 Tv tape: new vistas and problems 26 Apr. p. 31 Is Videotape practical now? . 26 Apr. p. 33 What you should know about tv film 3 May p. 40 FOREIGN Admen: How you can use international television .... 24 May p. 34 World-wide television growth 5 Apr. p. 38 MARKETING Film '58: A precision marketing tool Sociology instead of Westerns Agency marketing men affect media decisions The product protection headache -.. _ 5 Apr. p. 31 Is the farmer still a hayseed? 12 .Apr. p. 40 What price marketing? 3 May p. 29 Bright outlook for soft goods: bright future for air 3 May p. 36 All about women: The influential sex and radio . 17 May p. 42 Color tv: No problem for packaging 7 June p. 40 MERCHANDISING, PROMOTION, PUBLICITY Is merchandising really worth it? 25 Jan. p. 40 Sponsor Asks: How to merchandise supermarket? 1 Feb. p. 48 Sponsor Asks: Which are more successful — cash prizes or merchandise? _ 8 Mar. p. 52 Are you making the most of merchandising? 15 Mar. p. 34 Sponsor Asks: How effective are p.r. films on tv? 15 Mar. p. 60 Sponsor Asks: How can stations use trade ads? 22 Mar. p. 42 Conoco's merchandising whirligig 12 Apr. p. 36 Packaging: Tv's best salesman yet! 10 May p. 32 Radio advertising as d.j.'s see it 24 May p. 38 "Wonderful good"' pitch by WLBR-TV 31 May p. 33 Tv show promotion — bank style _... 7 June p. 38 The agency's role in tv show publicity 14 June p. 35 WJlM-TV's 16.000 pitch to CBS . 28 June p. 37 PRODUCT CASE HISTORIES Automotive Will new air strategy jack up auto sales? What's wrong with tv's auto commercials? . Plymouth bets on radio to spur sales Why foreign cars are trying air media Beer and Ale Tv's cliff-hanger commercials (Drewry's) From radio/tv jingle to popular song (Duquesne) Candy and Confections Radio kills a sales slump (Beech-Nut) Drugs and Cosmetics How Colgate picked D'Arcy for Halo Why use tv when you sell door-to-door? (.\von) .... How Miles Calif, measures air media A small premium — but big sales (Pfizer) Packaging: tv's best salesman yet! How spot radio keeps the cows contented (Glenn) Financial Programing prestige at spot costs Seaboard buys spot to sell money _ _ Tv show promotion — bank style Food and Beverages Piggy-back marketing, radio launch new product ... Radio sells beans in Boston (Monmouth) Is merchandising really worth it? (Libby) The secret of selling with kids' tv (Cocoa Marsh) Flav-R Straws in the wind again? How a submarine sells the housewife (Bond Bread) Create a market — sell a schedule (Cocoa Marsh) Tv's new star salesman: Emily Tipp (Ward Baking) Oona O'Tuna drops anchor in spot tv Packaging: Tv's best salesman yet! Why Stahl-Meyer banks on air media "-Minute" shows sell Nescafe U. S. Steel's new campaign: Sell canned soft drinks How Welch's tomato juice "double sells" on tv Progresso's 26-year love affair with air media How spot tv's unified effort paid off (Kellogg) . .. New Era scouts for potato chip sales via spot radio Gas and Oil Sell gasoline via kids' sho rchandising whirligig . Retailing 1 Feb. p. 41 8 Feb. p. .36 5 Apr. p. 29 Tv: one reta Tv spot sell Ra.lio packs 15 Mar. p. 31 29 Mar. p. 36 19 Apr. p. 40 17 May p. 39 11 Jan. p. 32 22 Feb. p. 34 5 Apr. p. 34 26 Apr. p. 41 10 May p. 32 7 June p. 38 4 Jan. p. 33 21 May p. 37 7 June p. 38 4 Jan. p. 34 11 Jan. p. 33 25 Jan. p. 40 8 Feb. p. 30 8 Mar. p. 37 29 Mar. p. 40 12 Apr. p. 39 26 Apr. p. 39 3 May p. 34 10 May p. 32 10 May p. 37 17 May p. 38 24 May p. 40 24 May p. 41 21 June p. 38 28 June p. 31 28 June p. 40 22 Mar. p. 38 12 Apr. p. 36 5 Apr. 26 Apr. 10 May II OCTOUKK 19.5!