U. S. Radio (Jan-Dec 1959)

time buys (Cont'd from p. 10) in al)oiU lour iiiai kcts on an average of four stations per market. The oneminute commerc ials will be concentrated "in the latter part of the week" with an average of 15 on each station. Henry Halpern is agency media and research director, Ruth Prigozy is tiniei)iiver for this account. Greyhound Corp. Agency: Grey Advertising Inc., New York Two of the transportation company's seven geographic divisions are taking the radio route in a spot campaign rimning for the next three months. The central division is on the air in approximately 15 Midwest cities for about 14 weeks, starting the end of Deceinber. The southeastern division is using radio in six markets for about 12 weeks. Agency media manager for the account is |oan Rutman. G. Krueger Brewing Co. Agency: Grey Advertising Inc., New York Product: AMBASSADOR BEER The company that reportedly puts "more beer in your beer" is reportedly putting "more radio in radio" in New Jersey this year. Approximately the same schedule of stations as in 1958, primarily in the Garden State, will be used for a 44-week schedule that u.s. radio estimates will almost double the frequency of Ambassador's previous air time— in some instances increasing to 100 announcements a week. Jack Cummings is agency media buyer on the account. National Biscuit Co. Agency: Kenyan ir Eckhardt Inc., New York Product: PAL DOG DINNER In adding a new course to its product menu, National Biscuit chose radio as the medium to intro diKC this dog lood in 11 principal market areas. A three-week schedule of minutes (20 to 40 a week) on 40 stations principally in the New England, Middle Atlantic and Far West states was used. Dog Dinner replaces Tiny Bits in the company pet food line. Lucy Kerwin is limebuyer for the account. Parsons' Ammonia Co. Agency: Hedrick & Johnson Co., New York Product: PARSONS' AMMONIA The housewife with spring cleaning ambitions is the listener this company has in mind in determining its next advertising campaign, due to start in March or April. Parsons recently completed its fall aerial schedule for short flights (six, eight and 10 weeks) of 15 to 35 one-minute announcements a week on one or two stations in each of 30 market areas across the ccjuntry. Established in 1876 and reputedly the "biggest seller nationally" in the field, Parsons is the original "sudsy" houseliold ammonia. About 90 percent of the company's advertising budget goes to radio, the agency says. Stanton Hedrick is in charge of the account. Reynolds Tobacco Co. Agency: William Esty Co., New York The makers of Camel's, Winston's, Salem's and other tobacco products are reported to be renewing their radio schedules on a 52-week spot basis nationally on "about" the same scale as last year. Standard Brands Inc. Agency: /. Walter Thompson Co., New York Product: FLEISCHMANN'S YEAST Continuing on the air in 1959, the company has renewed for 1 3 weeks as of January 5, with five announcements a week in about 35 markets. Mario Kircher is timebuyer. Sterling Silversmiths Guild of America Agency: Fuller ir Smith & Ross Inc., New York Polishing tip the sales future for sterling, the guild starts a radio schedule January 19 that will run for 29 weeks (not necessarily consecutive) in 41 top markets. From 10 to 12 one-minute transcriptions will be used on about 60 stations. Bernie Rasmussen is timebuyer. Time Inc. Agency: Young ir Rub i (tun Inc., Nexv York Plod net: LIFE MAGAZINE Five weeks of spot radio promotion, hitting about 25 different markets each week, will be launched by this publication on January 19. Approximately 40 announcements of varying lengths are scheduled for each market. Bill Dollard is media buyer. Ward Baking Co. Agency: /. Walter Thompson Co., New York Product: TIP-TOP BREAD This baking firm's advertising plans call for five weeks of radio announcements starting January 5 in about 50 markets. Frequency of the minutes and ID's being used will vary according to locale. Timebuyer is Mario Kircher. Welch Grape Juice Co. Agency: Richard K. Manoff Inc., New York Product: TOMATO JUICE Now in the midst of a 26-week radio schedule, the fruit juice firm has participations on the Yankee Home and Food Show over the Yankee Network New England stations, plus up to 12 one-minute announcements a week in the same area and on two stations in Philadelphia. The series started in early November. Robert Kibrick, media director, is in charge of buying. 12 U. S. RADIO • January 1959