U. S. Radio (Jan-Dec 1960)

time buys Bache & Co. Agency: Albert Frank-Giienther Law Inc., Neiv York Product: INVESTMENTS Another addition to Bache's radio schedule takes place July 5 when Washington, D. C, will be added. There are now about a dozen markets that Bache covers by radio. All are using five-minute programs. There is a possibility that more markets will be added to the schedule during the summer. Timebuyer is Larrv Butner. Continental Wax Corp. Agency: Product SenJices Inc., New York Product: SIX MONTH FLOOR WAX Summer is when floors need the most care and, according to the company's research, waxing is important during the warm weather. Though the plans have not yet been completed, the wax company will definitely use spot radio this summer. Present schedule calls for a July start. Timebuyer is Doris Gould. Charles E. Hires Co. Agency: Maxon Inc., New York Product: HIRES AND ICE CREAM PROMOTION The virtues of root beer and ice cream on a hot summer day will be promoted in Hires largest warm Aveather campaign to date. Radio will be used on about 350 stations across the country in the campaign scheduled to begin at the end of July. Daytime minutes, 20's will be used. Supported by local franchised bottlers, the campaign will seek tie-in sujjport from supermarkets, dairy companies, chain store fountain operations, groceries and confectionery outlets. Ford Motor Co. Agency: /. Walter Thompson Co., Neiv York Product: PARTS AND SERVICES To find out if radio can service Ford, the company is undertaking a four-week test this month in Los Angeles for its Parts & Services Division. About six or seven stations will be using minute-long musical commercials at the rate of close to 100 a week. The company recently finished a similar month-long test in San Antonio to see what radio can do. Timebuyer is Bob Gorby. Jaka Ham Co. Agency: Kastor Hilton Chesley Clifford & Atherton, Inc., New York Product: HAMS Seeking to continue its sales progress, which has seen an increase of more than 300 percent in three years in the United States, the Danish cooperative firm is currently running an advertising campaign that will run through July 9. Radio will be used in major markets throughout the country as part of the overall camjaaign. Timebuyer is Beryl Seidenberg. John Hancock Mutual Life Insurance Co. Agency: McCann-Erickson Advertising, U.S.A., New York Product: INSURANCE Another first time radio user begins a schedule in eaily June in 13 top markets. The campaign, set for 22 weeks, calls for prime daytime minutes at the rate of 10 to 12 a week. Timebuyer is Phil Stumbo. P. Lorillard & Co. Agency: Lennen ir Newell Inc., New York Product: NEWPORT CIGARETTES Summer activity is imderway among the cigarette companies, traditionally big spenders in radio all year round. Campaign for Newports is scheduled for a June start in major markets. Schedule calls for mainly minute announcements. Timebuyer is Manny Klein. Mennen Co. Agency: Warwick & Legler Inc., New York Product: TOILETRIES Plans for a summer spree for all Mennen products handled by the agency include radio in about 60 to 70 markets. The campaign is scheduled for a mid-June start, set to last 17 weeks. Minute spots will be used. Timebuyer is Joe Hudack. . Merck & Co., Inc. Agency: diaries W. Hoyt Co., New York Product: FRUIT-FREEZE Ripening of the fruit crop means time for radio for this fruit preservative. From now until the early fall, the company will be advertising in about 30 to 40 markets, depending on when the fruit crops ripen. Advice of local brokers on crop situation will help determine starting dates in various markets. Mostly minutes, some 20's will be used at frequencies up to 10 and 20 a week. Timebuying is being handled by Doug Humm. (Cont'd on p. 13) U. S. RADIO June 1960