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 as a monthly magazine, before being published twice a month from January 1949. It finally became a weekly in 1956 and the last issue was published in May 1968.[1]

History

Founding

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.[2]

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.[2] In the credo section of Sponsor's 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.” [3]

The original issue of Sponsor featured a 5 dollar price tag on the front cover in order to obtain a yearly subscription. Their offices were located at 40 West 52 Street, New York, N.Y.[4]

Content

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.[2]

Frequency

Sponsor was a monthly magazine for its first 4 years and became a bimonthly magazine starting in January 1949. It finally became a weekly magazine on October 27, 1956.[2]

Sale

Glenn sold Sponsor to Ojibway Press of Duluth, Minnesota in 1963[1] and, after 18 years and over 500 issues, his last issue as publisher was the December 28, 1964 issue.[5][6] Glenn went on to discover Media Decisions in 1966. He would later pass away in 1998 at the age of 91.[2]

Closure

Harcourt, Brace & World acquired Ojibway Press in April 1968 and, after being in circulation for 22 years, Sponsor ceased publication in May 1968 citing falling advertising revenues.[1]

References
  1. "'Sponsor' Folds". Variety. May 15, 1968. p. 57.
  2. Jason Scott. "Sponsor Magazine." Internet Archive. June 2014. Web. 7 Nov. 2016.
  3. Sponsor Magazine Nov. 1964: pp. 1-5. Media History Digital Library. Web. 7 Nov. 2016
  4. Glenn, Norman R. "Sponsor Magazine for Buyers of Broadcast Adversity." Sponsor Magazine Nov. 1964: pp. 1-5. Media History Digital Library. Web. 7 Nov. 2016.
  5. "Sponsor Magazine: "The Magazine for Radio and TV Buyers"" Media History Digital Library.” Web. 7 Nov. 2016.
  6. Glenn, Norman R. "The National Weekly of TV and Radio Advertising." Sponsor Magazine 28 Dec. 1964: 1-5. Media History Digital Library. Web. 7 Nov. 2016.

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