U. S. Radio (Oct 1957-Dec 1958)

TO MEET HEAD ON A NEED THAT EXISTS IN THE RADIO FIELD TODAY ... * U.S. RADMO for the buyers and sellers of radio advertising An indispensable tool for sharpening the advertiser's agency's and broadcaster's approach to the buying and selling of RADIO ADVERTISING. ISSUED MONTHLY • ONE YEAR $3.00 • TWO YEARS $5.00 WRITE CIRCULATION DEPARTMENT U.S. JiADMO 50 WEST 57th STREET NEW YORK 22, NEW YORK You're headed in the right direction with Plough, Inc., Stations! Radio Baltimore WCAP Radio Boston WCOP Radio Chicago IfJJi Radio Memphis WMP5 .-^^^ report from RAB National Advertisers Speak up at NRAC Radio success stories' were one of ike features of the third annual National Radio Advertising Clinic of the R-AB held in New York, October 8-9. Representatives of national advertisers told the Clinic wiiy they had chosen radio and why they were sticking with it. "With almost 100 million radio sets in homes and almost 40 million radios in automobiles, we certainly have the opportunity of reaching practically everv' potential customer in tlie United States with our advertising messages," said R. \V. Testement, advertising manager of Grove Laboratories. "This year our campaign on Bromo-Quinine is 100% radio. "We can't lose sight of the fact," Mr. Testement continued, "that we have an opportunity to reach 92% of all U.S. radio homes every week. In that average home the radio is tuned in 2 hours and 14 minutes per average day, and much of the listening occurs just before the customer goes into a store to siiop." "The real reason we (advertisers) switch our affections," revealed .Albert Brown cff Best Foods, "is that from time to time one medium or another does an outstanding job of overhauling itself, of adjusting itself to the changing times and offering the advertiser new and better values." He went on to sav that the si/e of radio's audience "is greatly under-rated" by the rating services. "To be sure, the slide rule boys are making an effort to measure out-ofhome listening, but in my opinion many millions are being missed." Milton Wolff, advertising manager of the No-Cal Corp., disclosed that "radio is the spearhead and backbone of all campaigns for No-Cal." Since 1952, when No-Cal decided that "women were our targets and that they used radio extensively in their chores around the house" and that "a new product had an educational job to do," No-Cal has "turned to the airwaves." .Anheuser-Busch's director of advertising declared that "the public's reaction— and enthusiasm — for these nonirritation conniiercials has been most gratifying. But equally important to us," R. E. Krings went on to say. "is the fact that Budweiser has proved that radio commercials can be pleasant listening and hard-selling at the same time." "Spot radio." said Henry C. Ricgner. TW.\s assistant general athertising manager, "is the most personal, the most direct, the most intimate way of asking the customer for die business." When TWA first experimented with spot radio, according to Riegner. it de< itied that "if radio could cure a critical |)roblem in two weeks it seemed logical RAOIOrv tEr*ESENTATIVES. INC. MfW TOWN • CMICAOO . .OtTOM • IIATTLI ATLANTA • LO% ANOKLIt • SAN r.ANCIVCO RAB Award s fo r Eight Most Effective Ra dio Commercials National judging panel se k I let eight radio lommercials as most effective of year. Sponsors and their athertising agent ies received gold-plated tran | scripiion on mahogany base. Ihe wiiniers .ind iluir agencies were: Commercial Agency Beech-Nut Cum Young Cr Rubicam, Inc. Dodge Automobile Crant Advertising, Inc. Marlboro Cigarettes Leo Burnett Co., Inc. Budweiser Beer D'Arcy Advertising Co. Ford Automobile J. Walter Thompson Co. Texaco Casoline Cunningham & Walsh, Inc. jPcpsodcnt Toothpaste Foote, Cone & Belding jWinston Cigarettes William Esty Co., Inc. 48 U.S. R.inio Odolxr 19.")7