Sponsor (Sept-Dec 1958)

jT ' ol. 12. .\o. 49 6 December 1958 ^ SPONSOR THE WEEKLY MAGAZINE TV/RAOIO ADVERTISERS USE DIGEST OF ARTICLES The "Show-Me Boys" move into tv 29 Why world's most hardboiled merchandisers are shifting media budgets to up their tv advertising. Macy's tv budget reached estimated $500,000 Inco's half-million sell on spot radio 32 Piiinary target of the International Nickel Co. are people who influence the use of nickel. Tiniehuying teclini(iues are pre-tv but very effective Maypo licks premium headaches with tv spot 34 Cartoon character identification from lOO^o spot campaign doubles hot cereal maker's sales areas, brings lO-fold gains against industry's 5% Radio commercials — better and better 36 The awards by Radio Advertising Bureau for the year's top commercials reHc( t an industry-wide drive for creativity that began some years ago Parti-Day gets store demonstrations with tv 39 spon.sor's 6th weekly report on unique 26-week test shows demonstrations, displays, newspaper features follow grocer enthusiasm for daytime tv Radio for working women, says Dr. Scholl 40 V'fteran foot remedy firm uses dual strategy: musical format and jingle for women listening in factories, personality emphasis for woman at home How Rambler dealers use syndication 42 San Francisco Rambler dealers make their first major tv buy, a fully sponsored Western series for dealer participation: Mackenzie's Raiders Secretary-Treasurer Elaine Couper Glenn EDITORIAL DEPARTMENT Executive Editor John E. McMillin News Editor Ben Bodec Special Projects Editor Alfred J. Joffe Senior Editor W. F. Miksch Harold Hazelton Associate Editor Pete Rankin ■Midwest Editor (Ctiicago) Western Editor (Los Angeles) Marjorie Ann Thomas Film Editor Heyward Ehrlich Assistant Editors Jack LIndrup Gloria Florowi+z Contributing Editor Joe Cslda Art Editor Maury Kurh Production Editor Florence B. Hamsher Editorial Assistant Vikki Viskniskki Readers' Service Barbara Wiggins ADVERTISING DEPARTMENT Sales Manager James H. Fuller VP-Western Manager Edwin D. Cooper Southern Manager Herb Martin Midwest Manager Roy Meachum Production Manager Sandra 3 E. Pel ', Asst. Evening viewing up, afternoon down: ARB 43 Scts-in-use figures for October show audiences are up across the country from 6 tf) 9 p.m. The mid-afternoon drop was considerable in some areas SPONSOR ASKS: What did you get out of this year's BPA convention? 48 ^''i'l' ''"e Broadcast Promotion -Association St. I.oui*. six station men and a rep giv :onvention completed SPONSOR their reactio Lalitha Nayagann CIRCULATION DEPARTMENT Seymour Weber Harry B. Flolschman ADMINISTRATIVE DEPT. Laura Oken, Office Manager George Becke' Laura Datre Priscilla Hoffman FEATURES lO Commercial Commentary S7 Film -.Scope 26 49th and Madison 62 News & Idea Wrap-Up 6 Newsmaker of the Week e2 Picture Wrap-Up 46 Radio Basics 60 Sponsor Hears eSI 17 Sponsor-Scope 76 Sponsor Speaks S2 Spot Buys SO Telepulse 76 Ten-Second Spots 25 Timebuyers at Work 74 Tv and Radio Newsmakers 59 Washington Week SPONSOR PUBLICATIONS INC. combined with TV. Executive, Editorial, Clrcul.ition and Advertising Offices: 40 E. 49th St. (49th & Madison) nIw York 17, N. Y. Telephone: Murray Hill 8-2772. Chicago Office: 612 N. Michigan Ave. Phone: Superior 7-9«63. Biimingham Office: Town Houte, Birminghini. Phone: FAirfax 4-6529. Los Angeies Office: 6067 Sunset Boulevard. Phone: HOIIywood 4-80t9 Printing Office: 3110 Elm Ave., Baltimore II, 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. 49»h St., N. Y. 17, N. Y. Murray Hill 8-2772. Pubiiiiied weekly by SPONSOR Publications Inc. Entered ti 2nd class matter on 29 January 1948 at the Baltimore pestoffice under the Act of 3 March 1879 ©1958 Sponsor Publicationa Inc.