MEMO from the publisher

May 15, 1960

The character of SPORTS ILLUSTRATED (or of any magazine) is a combination of its editorial and advertising contents. The whole, if editors and advertisers judge correctly, reflects the breadth of interest of our readers. Our Contents Page each week reflects that interest editorially; here is an index of this week's SPORTS ILLUSTRATED advertisers and their agencies:

A

ABERCROMBIE & FITCH 75
Fletcher Richards, Calkins & Holden Inc.

ACUSHNET PROCESS SALES COMPANY (TITLEIST GOLF BALL) 81
Reach, McClinton & Humphrey, Inc.

THE AMERICAN DISTILLING CO., INC. (BOURBON SUPREME) 42
Fred Gardner Company, Inc.

AMERICAN EXPRESS CO. (TRAVELERS CHEQUES) 1
Benton & Bowles Inc.

AMERICAN TELEPHONE & TELEGRAPH CO. (BELL SYSTEM OVERSEAS TELEPHONE SERVICE) 13
N.W. Ayer & Son Inc.

ANHEUSER-BUSCH, INC. (BUDWEISER) 51
D'Arcy Advertising Company

ARMOUR & COMPANY (DIAL SOAP) 5
Foote, Cone & Belding, Inc.

ASHAWAY PRODUCTS, INC. (VANTAGE TENNIS RACKETS) 41
Kelly Nason, Incorporated

B

BAUSCH & LOMB OPTICAL CO. (RAY-BAN SUNGLASSES) 16
Batten, Barton, Durstine & Osborn, Inc.

H. A. BOHM & COMPANY (SAWYER'S SLIDE VIEWERS) 101
Gourfain-Loeff, Inc.

C

CANADA DRY CORPORATION (QUININE WATER) 54
J. M. Mathes, Inc.

(JOHNNIE WALKER SCOTCH WHISKY) 3RD COVER
J. M. Mathes, Inc.

CANADIAN GOVERNMENT TRAVEL BUREAU 60-61
Dalton K. Camp & Associates Ltd.

CENTURY BOAT COMPANY 43
The Jaqua Company

CESSNA AIRCRAFT COMPANY 36
Gardner Advertising Company

THE CHEMSTRAND CORPORATION (ACEILAN®) SECOND COVER
Doyle Dane Bernbach Inc.

CHRYSLER CORPORATION (CORPORATE) 38-39
Leo Burnett Company, Inc.

CLARKS OF ENGLAND, INC. 41
Jack Goehring Advertising Inc.

CLUETT, PEABODY & CO. INC. (ARROW SHIRT) 88
Lennen & Newell, Inc.

THE COCA-COLA COMPANY BACK COVER
McCann-Erickson Incorporated

COOPER'S, INCORPORATED (JOCKEY SPORT SHIRT) 76
Henri, Hurst & McDonald, Inc.

COURTAULDS (ALABAMA) INC. (COLORAY FABRIC) 37
Mogul, Williams & Saylor Inc.

D

DAN RIVER MILLS, INCORPORATED 10
Grey Advertising Agency Inc.

DOUGLAS FIR PLYWOOD ASSOCIATION 66-67
The Condon Company

DUNLOP TIRE & RUBBER CORPORATION (SUPER MAXFLI GOLF BALL) 94
The Rumrill Co., Inc.

E

EASTMAN KODAK COMPANY (KODAK CAVALCADE PROJECTOR) 45
J. Walter Thompson Company

ENDICOTT-JOHNSON CORP. (JOHNSONIAN GUIDE-STEP SHOES) 92
Winius-Brandon Company

THE EQUITABLE LIFE ASSURANCE SOCIETY OF THE UNITED STATES 15
Foote, Cone & Belding, Inc.

L. B. EVANS' SON CO. (EVANS CASUALS) 82
Hoag & Provandie, Inc.

G

GABRIEL COMPANY (BRIGGS SHOCK ABSORBER CO.) 72
Gray & Rogers

GENERAL CIGAR CO., INC. (ROBERT BURNS PANATELA DE LUXE) 35
Young & Rubicam, Inc.

GENERAL ELECTRIC COMPANY (RADIO RECEIVER DEPARTMENT) 93
Maxon, Inc.

GENERAL MOTORS CORP. (CORVAIR BY CHEVROLET) 95
Campbell-Ewald Company

(PONTIAC MOTOR DIVISION) 59
MacManus, John & Adams, Inc.

THE GENERAL TIRE & RUBBER COMPANY (PASSENGER TIRES) 2
D'Arcy Advertising Company

GRADIAZ ANNIS & CO. (GOLD LABEL CEDAROMA) 4
Mogul, Williams & Saylor, Inc.

H

HASPEL BROTHERS, INC. 82
North Advertising of New York, Inc.

C. F. HATHAWAY COMPANY 16
Ogilvy, Benson & Mather Inc.

HEUBLEIN, INC. (GUINNESS STOUT) 102
Victor A. Bennett Co., Inc.

(RELSKA VODKA) 79
Victor A. Bennett Co., Inc.

I

INTERNATIONAL SHOE COMPANY (WINTHROP MEN'S SHOES) 71
Frank Block Associates

ISODINE PHARMACAL CORPORATION 72
Reach, McClinton & Co., Inc.

L

LINCOLN INDUSTRIES (BREEZE CLUB CART) 80
Pollock, Loth & Lowe, Inc.

LONDON CHOP HOUSE ('60-'61 GUIDE BOOK) 80
Cunningham & Walsh Inc.

M

McGREGOR-DONIGER INC. 52-53
McCann-Erickson Incorporated

THE MACGREGOR CO. (GOLF EQUIPMENT) 64
Hugo Wagenseil & Associates Co.

N

NATIONAL DISTILLERS PRODUCTS CO. (KING GEORGE IV SCOTCH) 83
Fletcher Richards, Calkins & Holden Inc.

(OLD CROW) 17
Lawrence Fertig & Co., Inc.

NIKON INC. (NIKON F CAMERA) 42
Jack Gilbert Associates

NORTHRUP INSTITUTE OF TECHNOLOGY 80
Charles H. Mayne Co.

P

THE PAPER MATE CO. 64
Foote, Cone & Belding, Inc.

PEPSI-COLA WORLD PRO TENNIS CHAMPIONSHIP 80
Direct

PIPER AIRCRAFT CORPORATION 97
Davis, Parsons and Strohmeier, Inc.

RUMS OF PUERTO RICO 65
Ogilvy, Benson & Mather Inc.

R

RADIO CORPORATION OF AMERICA (RADIOMARINE DIVISION) 104
Al Paul Lefton Co., Inc.

REASOR-HILL CORPORATION (WEED KILLER) 101
Atlas Advertising Agency

RELIANCE MANUFACTURING COMPANY (PAR FOUR ACTION SPORTSWEAR) 40
Al Paul Lefton Co., Inc.

ROLLEY COMPANY (SEA &SKI TANNING LOTION) 93
Foote, Cone & Belding, Inc.

W. C. RUSSELL MOCCASIN CO. 101
Geer-Murray, Inc.

S

THE SEAMLESS RUBBER COMPANY (ATHLETIC GOODS DIVISION) 73
Charles W. Hoyt Company, Inc.

THE SEVEN-UP COMPANY 46
J. Walter Thompson Company

W. A. SHEAFFER PEN CO. 9
Batten, Barton, Durstine & Osborn, Inc.

SHULTON INC. (OLD SPICE AFTER SHAVE LOTION) 11
The Wesley Associates, Inc.

A. G. SPALDING & BROS. INC. (DISTANCE DOT GOLF BALL) 44
Young & Rubicam, Inc.

THE STETSON SHOE COMPANY, INC. 80
Reach, McClinton & Humphrey, Inc.

T

NORM THOMPSON 101
Parka Advertising Agency

TORO MANUFACTURING CORPORATION (LAWN MOWERS) 99
Batten, Barton, Durstine & Osborn, Inc.

TRANSISTOR WORLD CORPORATION (TOSHIBA TRANSISTORS) 100
Milton Samuels Advertising

TRUE TEMPER CORP. (GOLF SHAFTS) 63
Fuller & Smith & Ross Inc.

U

UNION OIL COMPANY OF CALIFORNIA 14
Young & Rubicam, Inc.

UNION PACIFIC RAILROAD CO. (SUN VALLEY) 71
The Caples Company

UNITED STATES RUBBER CO. (U.S. ROYAL GOLF BALLS) 77
Fletcher Richards, Calkins & Holden, Inc.

W

H. WALKER INC. & AFFILIATED COMPANIES (CORDIALS) 96
C. J. LaRoche & Co., Inc.

(IMPERIAL/DE LUXE) 12
Foote, Cone & Belding, Inc.

WILSON SPORTING GOODS CO. (DYNA-POWER IRONS) 48
Roche, Rickerd & Cleary, Inc.

Space does not even allow me to list the 23 other advertisers in our Regional Edition, but I think you will agree that this issue speaks for itself in defining the almost limitless scope of our readers' interests.

HOLE YARDS PAR R1 R2 R3 R4
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Eagle (-2)
Birdie (-1)
Bogey (+1)
Double Bogey (+2)