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NOW IT CAN BE TOLD!
Population estimates find ALAMEDA COUNTY with more people than neighboring SAN FRANCISCO COUNTY. Reach the 2,968,500 people in the 9 adjacent Bay Area Counties
5000 WATTS
DAY and
NIGHT
. 1 in News • Sports • Music THE TRIBUNE STATION
TRIBUNE TOWER
OAKLAND, CALIFORNIA
Represented Nationally by
Burns-Smith Company
on Pacific Coast
Duncan A. Scott & Company
Wendell Moore, Grant Advertising, Detroit, placed 84 minute announcements and chainbreaks per radio station in 60 top markets for the Chrysler Corp.'s Dodge Division campaign, which ran for two weeks starting 13 Mar and 10 June. "Radio, along with newspapers, formed the one-two punch that allowed Dodge to capitalize on its Mobilgas Economy Run victory," Wendell explains. Dodge won the miles-per-gallon category in this test run. Wendell placed annoum ements in early-a.m., late afternoon slots to catch in-car audiences.
Ed Rattier. Friend, Reiss, McGlone, New York, placed radio and TV announcements and programing in 30 markets in fall 1952 to introduce LiquiMoly, a new additive to car oil. "Within nine months, Liqui-Moly sold more than one million cans all over the country" Ed reports. "The air pattern was consistent in each market: 7 to 8 a.m. d.j. and 5 to 8 p.m. sports adjacencies on radio, five-minute live sports programing on TV." Ed bought time for three to five Liqui-Moly commercials a week on radio and TV in each market, plans bigger drive in fall.
Betty Vns.se. Duane Jones Co., New York, is now looking over availabilities for American Protam Co.'s revamped and more intensive fall radio campaign. Betty, who's worked on this account for three years at three different agencies, explains her new approach to Protam time buying this way: "In the past, we evaluated the efficiency of the programs we bought on basis of mail pull, since Protam, a dietary product, was sold mainly by mail order. With increased demand, Protam is now aiming for more drug store distribution."
Stephen Suren. Sullivan. Stauffer, Col well & Bayles, New York, bought a heavy radio schedule last month to supplement network TV advertising for Simoniz Co.'s new HiLite furniture polish. "We introduced the product with announcements on \ BC Tl 's The Big Story," Steve relates. "Now we'll supplement the NBC TV summer replacement, Doorway to Danger, with three to 10 radio announcements weekly for an eight-week period starting 15 June." HiLite's radio push covers over 50 markets. Another active radio account is Smith Bros.
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