U. S. Radio (Jan-Dec 1960)

time buys American Laundry Machine Co., Small Equipment Co. Div. Agency: Farson, Half and Xorthliclt Inc., Ciricinnati. Product: ECON-O-VVASH FRANCHISE Supplemcnling its recent CBS Radio buy on the Linkletter Huitsc Party is a spot radio schediUe in 15 additional markets. The campaign, to last six weeks, will be supported by point-of-purchase advertising by the laundry operators. Bache & Co. Agency: Albert Frank-Giienther Law Inc., New York Product: SECURITIES INVESTMENTS Investments in radio time are paying off for this brokerage house. The five-minute financial program the company sjK>nsors five times a week is now in eight markets across the country, having just gone into Rochester. Further expansion is now being considered. .\lso, the test campaign undertaken in Albany is turning out successfully. It's a 13-week test of a 15minute program, with expansion of this format a good possibility if final results warrant it. Timebuyer is Larry Butner. Best Foods, Inc. Agency: Dancer-Fitzgerald-Sample Inc., New York Product: HELLMANN'S MAYONNAISE Seasoned activity on the air for this dressing includes radio in a few markets, beginnng the first week in March. This is part of the regular ad schedule. ET's are being used. A few more markets may be added at a later date. Timebuyer is Dorothy Medanic. Bristol-Myers Co. Agency: Doherty, CUfjord, Steers & Slien field Inc., New York Product: MUM Lots of radio is planned in the campaign to introduce new Mum to 29 southern markets just mulerway. The schedule will run in four flights for a total of 25 weeks through the year. Negro markets are inchuled. Minute spots throughout the day will be heard at fairly heavy frequencies. Timebuyer is Don Miller. Bulova Watch Co. Agency: McCann-Erichson Inc., New York Product: WATCHES The company's heralded return to the sound waves is slated for early April. After 1 1 years, the on-thehour time signal "B-U-L-O-V-A, Bulova watch time," . is being revived on a national basis. Time signal, used continuously from 1926 to 1949, was dropped because of heavy budgeting in television. The company noted that it expects to use radio to develop local tie-ins for retail jewelers. Timebuyer is Phil Stuml)0. Charms Co. Agency: Needhnm ir Grohmann Inc., New York Product: CANDY Tasty treat for radio is Charms' 1960 camjjaign which begins in March and ends in December. Radio schedule has been extended to include six cities. They are Los Angeles, Detroit, Boston, New York, Philadelphia and Chicago. Radio calls for about 70 percent of the advertising budget. Copy is directed to the housewife, who buys the candy for her family. Timebuyer is media director Harry Ledingham. Ford Motor Co., M-E-L Division Agency: Kenyon & Eckliardt, Nexv York Product: MERCURY CARS Moving into high gear for a short spring spurt, the 1960 Mercury is aiming at the country's top 70 markets wiiii a four-week camjiaign set to begin March 14. Minutes will be used in day and traffic time. To make sine listeners get the message, frequencies have been set at 20 to 40 a week in each market. Timebuyer is Bob Morton. Hamilton Watch Company Agency: N. W. Ayer & Son Inc., Philadelphia Prodiui: WATCHES Good music for fine watch jirospects is again the basis of Hamilton's 1960 radio plans. (See Good Music Sells Better Watches, p. 36.) The spring schedule starts in mid-April on 70 to 75 stations, mostly fni, in the top 50 markets. Running for six weeks, with frequencies averaging about 30 spots a week, the plan calls for full minutes where possible and 20-second spots. Timebuyer is Don Heller. Harper & Bros. Agency: Joe Gans & Co. Inc., New York Product: BOOKS The present five stations now carrying these book commercials may soon be joined by many other outlets. The company is considering coverage in up to 50 markets, with no termination date set for the campaign. Buys are for five minute newscasts, with local live copy being employed. 10 U. S. RADIO March 1960