U. S. Radio (Jan-Dec 1960)

time buys * (Cont'd from p. 8) paign currently running in five western markets. These are Los Angeles, San Diego, Denver, Salt Lake City and San Francisco. Extension is due to run March 1 to mid-May. Sales message is mostly in one-minute spots. Timebuyer is Bob Turner. National Home Study School Agency: William Warren, Jackson ir Delaney, Neiv York Product: CORRESPONDENCE COURSES Learn at home, says this correspondence school in the radio campaign now underAvay in five cities around the country. They are Dallas, Chicago, New York, Boston and Philadelphia. Tentatively scheduled lor 13 weeks, the campaign consists of five one-minute spots a week. Timebuyer is Stevens P. Jackson, a partner in the agency. Penick & Ford Ltd. Inc. Agency: BBDO, New York Product: MY-T-FINE DESSERl S Primarily for merchandising purposes, the company has scheduled time in about 35 markets. Campaign will be in three flights, totaling 13 weeks. Minute announcements will vary in frequency by market. Timebuyer is Ted Wallower. Pepsi-Cola Agency: Kenyan ir Eckhardt Inc., New York Product: SOFT DRINK Beverage firm hits the spot with a sparkling campaign carried on NBC, CBS, ABC and MBS. Scheduled to run from February 3 through October 17, plans call for 218 spots a week to be aired over the full facil ities of the lour networks. Annoiuicements will be carried throughout the day, and will feature five word, six, 10, 30 and 60-second lengths. Cam])aign will be in addition to individual air activities of local bottlers. Timebuver is Dick Trea. Q-Tips Inc. .\gency: L. C. Gumbiiincr, New York Product: STERILI/KI) SWAliS Off and running this month in 21 top markets, the company has schedidcd a campaign that will last for 13 weeks. Ficcjuencies will vary from 25 to 40 a week, depending on the market. Minute announcements ;ne being used. Timebuyer is Anita Wasserman. Randolph Associates Agency: Keioietli Racier Co. Inc., New York Product: SAVINGS AND PLAN INVESTMENT CONSULTING Considering it a sound investment, this firm has currently l)Ought in six markets in eastern and midwcstern cities. The 13-week campaigns are scheduled to run through mid.\pril. Minute spots will be employed 30 times a week. ET's are being used with local tie-ins. Timebuver is David Klein. Sandura Co. Inc. Agency: Hicks ir Greist Inc., New York Product: SANDRAN A solid sales foundation is being provided by the floor covering firm with an extensive campaign this month in 25 to 30 midwestern mar kets. Minute spots are scheduled throughout the day at saturation frequencies. Copy is aimed at the housewife. Timebuyer is Len Soglio. F. & M. Schaefer Brewing Co. Agency: BBDO, Neii< York Product: BEER Beer is brewing this month over several stations in New York and Philadel])hia, each carrying 50 minlUe spots a week. New York campaign is for 52 weeks, Philadelphia for 39. Six additional markets in the northeast will climb on the beer wagon at the begiiuiing of Ajjril. Timebuyer is Jackie Moore. Sterling Drug Co., Inc., Clenbrook Laboratories Div. Agency: Thompson-Koch Co., New York Product: MIDOL The campaign presently underway for this pain killer is set to run through the year. Minute spots will be heard three times a week in 12 markets. The copy, directed at women, will be heard on women's programs, aired by women personalities where possible. Timebuyer is Bob Hall. Watchmakers of Switzerland Agency: Cunninghajn & Walsh Inc., New York The watchmakers have decided that this is the right time to make their first venture into spot radio after a network fling last fall. The mid-March campaign will cover 30 top markets for 13 weeks. Minute and 30-second announcements will be aired at relatively heavy frequencies, depending on the market. Timebuyer is Bob Palmer. • • • 12 U. S. RADIO • February 1960