Sponsor Magazine

Sponsor Magazine was created by Norman R. Glenn for commercial broadcasting, radio and TV advertising buyers. The first issue of the magazine was published in November 1946 and the last issue was published on December 28, 1964. For 18 years Sponsor was able to publish 18 volumes of their magazine totaling over 500 issues in all.^[1] Sponsor served as a monthly magazine for its first 4 years in circulation and later became a bimonthly magazine starting in January 1949. It finally became a weekly magazine on October 27, 1956. ^[2]

Creator

Norman R. Glenn is known as the creator, publisher, and founding editor of Sponsor. Glenn was born in Chicago Heights, Illinois on September 3, 1909. Glenn left college his senior year at the University of Chicago because of financial issues. While pursuing financial stability for himself and his family Glenn took a job with the Chicago Daily News. There, Glenn was introduced to the general manager at WLS radio where he initially started working as a placard holder for WLS’s weekly show, “The National Barn Dance.” While at WLS he would be promoted to information clerk and eventually prompted to, Promotion Director in 1933. In 1945, Glenn would marry his wife to be, Elaine Cooper. Once married, Glenn would accept a job as Executive director of Frequency Modulation Magazine. Glenn passed away at the age of 91 in 1998.^[3]

Magazine Content

While at Broadcasting Magazine Glenn envisioned a trade journal aimed towards the service and concerns of broadcast media, broadcasters, and advertisers. With this vision came the first publication of Sponsor magazine in November 1946.^[4] In the credo section of Sponsors first issue President and Publisher, Glenn stated 5 reasons of objectivity for his magazine. One, “to give the sponsor what he needs to understand and effectively use broadcast advertising in all its forms.” Two, “to sort out the four broadcast advertising mediums -AM, FM, TV, FAX -in their present -day perspective.” Three, “to make every line of editorial content vital and vivid to the sponsor.” Four, “to look at broadcast advertising issues fairly, firmly, and constructively.” Finally, “to promote good broadcast advertising - advertising that is good for the sponsor and good for the listener.” ^[5]

First Issue Nov. 1946

The original issue of Sponsor featured a 5 dollar price tag on the front cover in order to obtain a yearly subscription. Their executive, editorial, and advertising Offices were located at 40 West 52 Street, New York, N.Y. Their Publication offices were located on, 5800 North Mervine Street, Philadelphia, PA. Sponsor’s president and publisher was Norman Glenn. Sponsors first Secretary Treasure was Elaine Glenn. Sponsor’s first editor was Frank Bannister. Sponsor’s first art director was, Art Weithas. Sponsor’s first advertising director was Charles Maxwell. Other advertisers of Sponsor’s first issue also included Edwin Cooper of Pacific Coast and Alfred Owen. Finally, Milton Kaye was in charge of circulation of the first issue. ^[6]

Legacy

Sponsor magazine was a popular, successful, and influential magazine among the broadcasting community. Sponsor editorials exercised focus on sound TV and radio practices, creation of a television ad bureau, a revitalized radio ad bureau, improved research, and media buying professionalism. While in production Sponsor would occasionally run series not directly connected to broadcasting or advertising. One of the first series was titled, "This We Fight For." This series of articles dealt with ethical standards in America during the time of the 1950s. Sponsor also ran a series titled, "Red Channels" in the early to mid 1950s. The Red Channels’ series focused on McCarthyism. From this series, Sponsor was able to win the George Polk Awards for distinguished journalism. ^[7]

Magazine Closer

After being in circulation for 18 years Sponsor Magazine came to a close after its December 28, 1964 issue. In its final issue Sponsor had a price tag of $8 for a yearly subscription and 40 cents for a single copy. The publisher for the final issue of the magazine was Norman Glenn. The editor was Sam Ebner. The news editor was, Willian Brower Jr. The special projects editor was Ben Bodec. The managing editor was, Don Hedman. The senior editor was, William Ruchti. The advertising producer was Louise Ambros. Finally, Gerhard Schmict was in charge of circulation.^[8] With the conclusion of the final issue Glenn sold Sponsor magazine to Obijay Press of Duluth Minnesota in 1963. After the closure of Sponsor Glenn went on to discover Media Decisions in 1966. He would later pass away in 1998 at the age of 91. ^[9]

References

External links

Media related to Sponsor at Wikimedia Commons