U. S. Radio (Jan-Dec 1960)

i: CROSBY & aOONEY When Bing and Rosemary signed for their weekday program, Variety wrote: "CBS Radio Still Makes Like Show Biz." It's this network's tradition, of course. One that attracts audience... sells for sponsors. Here, Bing and Rosemary join personalities like Arthur Godfrey, Art Linkletler and Garry Moore to offer personal salesmanship unequalled elsewhere. In all radio, this is the kind of company you keep. ONLY ON CBS RADIO time buys Continental Oil Co. Agency: Benton & Bowles Inc., Xew York Product: GASOLINE Wrapping up the sinnnier ^vith a I special f<iur-\veek spurt, Conoco is running in 35 markets. Ten-second id's started late in July. Timebuyer is r<)in F()(()ne. Crove Laboratories Inc. Agency: Doherly. Clifford, Steers & Shetifield Inc. Product: MIX 11 -RUB This client is warming up for a start late in Septeiiilier in 20 to 25 markets which will include New York, Los .Vngelcs and Chicago. Daytime minutes, run in two sixweek flights, will aim for the housewife .ludience in the 9 a.m. to 4 p.m. segment. The campaign will use 10 spots a week. Timebuyer is Frank Finn. Robert Hall Agcncv: Arhvriy^lit Advertising Co. Product: CLOTHING Back-to-school push for Robert Hall starts August 28 in LSO markets, with 10 to 50 spots per week, depending on the market. Client is buying minutes, scheduled throughout the day, Monday through Sunday, with emphasis on news adjacencies. Back-to-school copy will run through October, when client will switch to its pre-Christmas accent on winter clothes. Jim Hackett is media director. Kay Preparations Co. Inc. Agency: Koine th Rader Co., New York Product: COSMEDICAKE Staggered 13-week buys are being made in six to eight markets to mark the first time this product has used radio. Appeal will be directed to adult women. Spot schedules started in two cities last month, with the remainder scheduled to start at one week intervals, all using minutes. A 10 King Merritt and Co., Inc. Agency: Albert Frank-Guenther Law Inc., Nero, York Product: INVESTMENT SECURITIES Mutual funds will get the sell in 10 markets starting early in September. King Merritt's approach will be sponsorship of a 15-minxite once-a-week program, Family Financial Planning. Program gives listeners tips on the economy with one spot mid-way, another at the close. A 13-week contract will probably be renewed consecutively through July 1, 1901. Stations in King Merritt branch cities will carry the show. Timebuyer is Larry Butner. Liggett & Myers Tobacco Co. .\gcncy: Dancer-Fitzgerald-Sample Inc., New York Product: L8:M FILTERS Traffic minutes are the tickets for an 18-week campaign already underway. Spots are running currently in 10 to 20 markets, with buys of 25 spots per-week per-market. Timebuying is being handled by Fred Hawkins. C. F. Mueller Co. .Agency: Doherty, Clifford, Steers •ir Shcnfield, New York Product: MACARONI PRODUCTS Agency is now buying time in as many as 60 markets for a mid-September start in the 9 a.m. to 4 p.m. slot. From 10 to 25 spots, all ET minutes, will run each week, varying with the market. The campaign is expected to run through late spring, 1961. The timebuyer is Jeff^ Fine. Pan American Airlines Agency: /. Walter Thompson Co., New York Product: AIR TRAVEL Buying fm-only stations for the first time, PAA's campaign will break in October for 12 weeks. One minute spots will also run on am U. S. RADIO • August 1960