Sponsor (magazine)
Sponsor was created by Norman R. Glenn for radio and TV advertising sponsors. The first issue of the magazine was published in November 1946 as a monthly, before being published twice a month from January 1949. It became a weekly in 1956 and the last issue was published in May 1968.
History
Founding
Norman R. Glenn is 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. 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 promoted to promotion director in 1933. In 1945, Glenn married Elaine Cooper. Glenn then worked as executive director of Frequency Modulation Magazine.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. In the credo section of Sponsors first issue, president and publisher Glenn stated five 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."
The first issue of Sponsor featured an offer for a five dollar yearly subscription on its cover. Their offices were located at 40 West 52 Street, New York, New York.