Sponsor (Sept-Dec 1958)

© Vol. 12, i\o. 50 13 December 1958 ^ SPONSOR THE WEEKLY MAGAZINE TV/rAOIO AOVERTISEIIS USE DIGEST OF ARTICLES Spot radio girds for battle in 1959 25 ^HA and RAB plan heavier selling pressure as billings dip during second jialf of 19.i8. One problem: banning local rates for national clients D.J. radio spoof creates new pale stale ale 28 Olde Frotliingslosh, which began as a gag cialty in Pitts. Annual holiday volume is m becomes a beer sales spew spread through six states 370 more cases for Parti-Day in Green Bay 29 Seventh week of sPONSOR-reported test of day tv for Parti-Day Toppings shows evidence of movement to c Sales box score CBS TV drops 'Must Buy' rule 30 Network eliminates basic required list, substitutes dollar volume floor and minimum number of stations; agencies predict schedule revision Travel 100,000 miles for facts 32 How the Y&R Local S.-rvice Unit works ing local spot and participation activi to evaluate and service the grow ies for its clients: with travei Non-kid item gets 'Tom Sawyer' treatment 35 Sponsor gets kids to do the job for him in crash program to broaden consumer base. 75,000 tv contest entries showed who buys the spaghetti Spot tv's top 100 advertisers 37 Here are the nation's leading advertisers and what they spent in spot television to promote their products during the third quarter of '58 Tv commercials: to integrate or not 38 Better consider product and program before you decide to integrate tv commercials is advice of Lynn Baker's Sam Carter in upcoming book SPONSOR ASKS: How do you use NCS #3? 44 With the release of the new Nielsen Market Coverage Report, key agency, research and station people appraise its use in the market today FEATURES 49 Film-Scope 22 49th and Madison 56 News & Idea Wrap-Up 6 Newsmaker of the Week 56 Picture Wrap-Up 42 Radio Results 8 Sponsor Backstage 52 Sponsor Hears 13 Sponsor-Scope 68 Sponsor Speaks 54 Spot Buys 68 Ten-Second Spots 18 Timebuyers at Work 66 Tv and Radio New^ma 51 Washington Week VR Bernard Piatt EDITORIAL DEPARTMENT Executive Editor John E. McMillin Newa Editor Ben Bodec Special Projects Editor Alfred J. Jaffe Senior Editors W. F. Miksch Harold Hazelton Associate Editor Pete Rankin Midwest Editor (Chicago) Swen Smart Western Editor (Los Angeles) Marjorie Ann Thomas Film Editor Heyward Ehrlich Assistant Editors Jack LIndrup Gloria Florowitz Contributing Editor Joe Csida Art Editor Maury Kurtz Production Editor Florence B. Hamsher Editorial Assistant Vikki Viskniskki Readers' Service Barbara Wiggins ADVERTISING DEPARTMENT Sales Manager James H. Fullar VP-Western Manager Edwin D. Cooper Southern Manager Herb Martin Midwest Manager Roy Meachum Production Manager 3 E. Parry Sandra Lee One* , Asst. PROMOTION DEPARTMENT Jane Pinkerton, Manager Lalitha Nayagam CIRCULATION DEPARTMENT Seymour Weber Harry B. Floischman ADMINISTRATIVE DEPT. Laura Oken, Office Manager Dorris Bowers George Becker Laura Datre Priscilla Hoffman Jessie Ritter SPONSOR PUBLICATIONS INC. combined with TV. Executive. Editorial. Circalation and Adverfisinc Offices: 40 E. 49th St. (49th & Madison) nIw York 17. N. Y. Telephone: Murray Hill 8-2772. Chicafo Office: 612 N. Michitan Ave. Phose: SUperior 7-9M3. Birmingham Office: Town House, SIrminfham Phone: FAirfax 4-6529. Los AnRoles Office: OT Sunset Boulevard. Phone: Hollywood 4-l>t9 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. Pufcllshod weekly by SPONSOR Publicationi Inc. Entared as 2nd class matter on 29 January 1948 at tho BalNmore postoffice under the Act of 3 Mwch 1879. ©1958 Sponsor Publications Inc.