Sponsor (Oct-Dec 1964)

Food Advertisers Are Returning To Radio. Notes WNBC's Mager New York — After a long hiatus from the radio scene, food .md grocery product advertisers are beginning to find tlicir way back to the medium, according to Thomas A. Mager, merchandising manager of WNBC Radio in New York. Pointing to such advertisers as Kleenex, Alcoa Wrap, General Mills' Betty Crocker cake mixes and Campbell products as examples of the return to use of radio, many lafter a long absence, Mager listed four basic reasons for the back-toradio movement: 1. Radio reaches housewives prior to their decisions to buy food, and during the time they sit in their kitchens and actually make up their shopping lists. It is the last buying influence as they drive to the supermarket or shopping center. 2. Radio reaches housewives in I a working context when the I climate is right for making buying decisions. Whereas women watch tv for enter Crosley VP Named Head Of Ohio Broadcasters Columbus, Ohio — The Ohio Broadcasters last week named Walter E. Bartlett, vice president for television of the Crosley Broadcasting Corp., tas its new president. Prior to his election to the 96-member Walter Bartlett Organization, he served on its board of directors and as first vice president. Also named officers at last week's association meeting were Reggie Martin, vice president and general manager of WSPD Toledo, as first vice president, and Collis Young, vice president and general manager of WCOL Columbus, as second vice president. tainment and read for diversion and information, they are actually working and involved in homemaking problems as they listen to the radio. 3. Advertisers get more "stretch" for their ad dollars in radio, Mager said, and because of radio's reasonable rates (average cost-per-thousand is only about one-fourth of tv), the advertising budget goes much farther. 4. Housewives listen to radio a lot. A Marplan study found that the average housewife listens to radio four hours and 36 minutes per day, or 23 hours per week median housewife Hstening time. Golden Grain Ups Ad Budget Again San Leandro, Calif. — Earmarking $1 million for participations on five CBS-TV daytime shows, the Golden Grain Macaroni Co. has increased the size of its advertising budget for the seventh straight year. The Golden Grain story will be told on CBS Morning News, The Real McCoys, The Andy Griffith Show, I Love Lucy and The Jack Benny Show. Commercials will feature the firm's nationally distributed lines of Rice-a-Roni products and four macaroni convenience dinners. Commenting on the buy, Paul DeDomenico, national sales and advertising manager, said, "These high-rated network shows are some of the key elements of our 1965 advertising program. In addition, we are buttressing Golden Grain's position in all major markets with a local tv and newspaper blitz that will start after the first of the year." "choral effects, flashing lights" Talking Bottles To Tell Monsieur Henri Wine Story New York — Filmed in Holland, using talent from Holland, Germany, France and Italy, Monsieur Henri Wines Ltd. has begun "a major effort to build up the appreciation and knowledge" of their products in the mass consumer market." With the initial drive aimed at the New York City area, the campaign will make heavy use of spot tv, supported by a saturation minute spot buy on WNBC Radio. Discussing the tv spots, Maurice Feinberg, president of the import firm, said, "We have actually succeeded in making our bottles 'talk' by a combination of vocal choral effects and flashing lights behind the bottles. The animation effects are most striking and we hope they will strike a strong identification in the consumer mind for Monsieur Henri wine selections." A one-minute spot has been created for each of three wines and will be alternated for more than 20 weeks of solid advertising on such New York stations as WPIX and WNEW-TV. Feinberg said that, to the best of his knowledge, this is the largest individual effort ever "put behind fine imported wines in this market area, an effort that will be coordinated behind one identifying label, 'A Monsieur Henri Selection.' " The campaign is expected to be expanded into other key markets after the first of the year. Spots were produced by W.C.D. through E. A. Korchnoy, Ltd. The WNBC Radio campaign will involve 40 minutes per week through Christmas. Spots will utilize the sound track from the tv commercials, plus a live tag to dovetail specific Thanksgiving and Christmas themes with the main selling message. November 30, 1964 19