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Raleigh-Durham the Nation's
Radio Market
has Greater
RETAIL SALES
than the 10th Metropolitan Market
28th Radio Market WPTF $2,545,732,000
28th Metropoiiton Market $816,675,000
10th Metropolitan Market $2,503,361,000
time buys
American Motors Corp.
Agency: (ieyrr. Morcy, Madden 6
Ballard Inc., Neiu York Product: RAMHLER AND AMBASSADOR CBS network joins the list f)n this firm's radio advertising s( hednle with a 13-week contract now under way. The one-minute announcements, mainly on Rambler but with some on Ambassador, will feature Elmer Blurt, "world's lowest pressure salesman," as well as progress reports on Rambler sales and the luxury-plussavings features of the Ambassador V-8. American Motors has been using NBC's Monitor for the past two and a half years. Betty Powell is timebuyer.
The Borden Co.
Agency: Doherty, Clifford, Steers & Schenfield Inc., New York Product: BORDEN'S INSTANT COFFEE A 20-week campaign is now in progress in from 25 to 30 markets across the nation "to hit the housewife." The campaign, which began the first of the year, is making use of 60-second announcements in daytime hours over about 100 stations. Bob W'idholm, senior timebuyer, and Stu Eckert are handling the buying.
CandyCram Inc.
Agency: Reach, McClinton 6 Co.
New York Product: CANDY-WITH
TELEGR.AM SERVICE Radio is expected to play "a substantial part" in the advertising plans of this new service, which will soon follow up its recent introduction via print with a broadcast campaign. Promotion of the candymessage idea via radio is expected to center naturally around holiday periods and special observances such as Mother's Day.
Cities Service Co.
Agency: EUinglou ir Co., New York Product: PETROLEUM
A series of four to six-week flights starts in April in the Midwest, and is currently under way in the East. The sc hedule of announcements will laiige from 60 to 125 a week in approximately 45 markets; 120 stations will be used to carry the flights timed throughout the spring, summer and fall. Dan Kane, broadcast media director, is handling the buying.
Continental Wax Corp.
Ageiic \ : I'rodact Services Inc.,
New York Product: SIX MONTH FLOOR WAX
Early this month this household product is taking to radio frecjuency for two weeks as the introduction of a $1.5 million "spring cleaning" advertising campaign. Adding a new dimension to the company's previous sales promotions, at least two stations in each of six major markets will carry approximately 250 announcements per week per station. The 10-second jingles will stress "time to relax when you wax." Doris Gould is senior timebuyer.
Duffy-Mott Co.
Agency: Sullivan, Stanffer, Colwell
ir Bayles, New York Product: CLAPPS BABY FOOD
About 40 selected markets (chiefly East Coast) will be used in a 10week radio campaign scheduled to start March 23. Frequency will be light, with one-minute announcements. Steve Suren is timebuyer.
General Cigar Co.
Agency: Young ir Rubicam Inc.,
New York Product: WHITE OWL CIGARS
Blowing smoke rings with sound, this tobacco firm is taking to the air in 20 to 25 major "Owl" markets for six weeks as of March 2, with a
(Cont'd, on p. 12)
10
U. S. RADIO • March 1059