U. S. Radio (Jan-Dec 1959)

time buys American Tobacco Co. Agency: Batten, Barton, Durstine & Osborn Inc., New York Product: LUCKY STRIKE This cigarette firm is renewing ii-. spot radio time ior 52 weeks in about .SO markets, starting iliis month. Hope Martinez is su])ervisor ol timebuying. American Tobacco Co. iVgency: Sullivan, Staufjer, Colwell ir Bayles Inc., Nero York Product: PALL MALL CIGARETTES A national spot campaign across the country is ready to start January 19. Ihe drive will consist ol short flights with varying schedules depending on the market. Jack Canning is the timebuyer. Bache & Co. Agency: Albert Frank-Guentlier Law Inc., Nexv York Today's Business, a five-mimite program sponsored by this financial firm, may soon tap listening audiences in additional markets to the five currently hearing the Mondaythrough-Friday broadcast of stock market news. The program is at present on the air over one station each in New York, Philadelphia, Chicago, Cleveland and Scran ton, Pa.; plans for expanding the schedule are in the works. Timebuyer is Larry Butner. Best Foods Inc. Agency: Sullivan, Stauffer, Colwell d Bayles Inc., Neiv York Product: H. O. QUICK OATS, H. O. INSTANT OATS Starting January 5, both cereals will take oft on a second flight ol radio time, with five to six announcements a week for five to six weeks in selected markets — San Francisco, New York, Philadelphia and Boston for the Quick oats; Al bany; Troy, Schenec tady, N. Y.; New Haven, and Haitford, Conn., for l)()lh Quick and Instant, liob Anderson is timel)uyer. Borden Food Products Co., Division of The Borden Co. Agency: Dolierty, ClilJord, Steers & Shenfield Inc., New York Product: BORDEN'S INSTANT COFFEE Starting January 12, it will be "coffee time" from 15 to 40 intervals a week on stations in 25 to 30 markets for this Borden product. The aimouncements are scheduled for 20 weeks with frequency determined by the market area. Bob Widholm and Stu Eckert are radio timebuyers for the account. Carillon Importers Ltd. Agency: Gore Smith Greenland Inc., New York. Product: GRAND MARNIER LIQUEUR Having taken its fust cpiaff of Im radio time, the company is waiting to feel the effects before expanding its use of the medium. If preliminary indications of good consumer response to the initial advertising on New York's WBAI hold true. Carillon President Alexander Lesnor says, "It is possible this will be a prelude to our advertising approach in various sections of the country." The licpior import firm chose to use fm in a one-station test during December to reach what it terms the "adult and mature audience" of the medium. Commercials included a series of one-minute spots delivered by a woman, plus those given by George Hamilton Combs during his 15-miniite newscasts sponsored by Carillon on Wednesday and Friday evenings. Murray Platte is timebuyer. Changing Times — The Kiplinger Magazine Agency: Albert Frank-Guenther Law Inc., New York 1 hree network buys and a spot schedide in 50 major markets are on the books lor this jjidjlication, which offers "money-making, money-saving lips." The magazine has renewed its 15-minute news-type program for 13 weeks over ABC, NBC and CBS networks, utilizing weekend times. I he spot buys, running for as long as 52 weeks, are on a frequency of Irom one to four cjuarter-hour programs per weekend. Larry Butner is timebuyer. Commercial Solvents Corp. Agency: Fuller ir Smith ir Ross Inc., New York. Product: HI D AMMONIUM SULPHATE FERTILIZER Farm radio in 30 selected markets ranging from the Chicago area to Louisiana will be used by this firm in a specialized campaign to be launched in mid-February. AnnouncemerUs will be transcribed minutes. 1 imebuyer is Bernie Rassmussen. Esso Standard Oil Co. Agency: McCann-Erickson Inc., New York A 52-week renewal of its wellknown five-minute newscasts has been okayed by the company for stations in the 18 East Coast states comprising the market area. Announcements include an open and close with a minute commercial in between, advertising a variety of Esso products depending cjn the market and season. The Monday-throughFriday broadcasts are on the air in the morning or late afternoon and early evening peak listening hours, varying with local station schedules. Timebuyer is Dick Brannigan. Carrett & Co. .Vgcncy: MacManus, John ir Adams Inc., New York Product: VIRGINIA DARE WINES X 13-week series starts January 15 (Cont'd on p. 12) 10 U. S. RADIO • January 1959