U. S. Radio (Jan-Dec 1960)

Record Details:

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time buys American Tobacco Co. Agency: BBDO Inc., New York Product: LUCKY STRIKE Additional buys are being made in some 50 large markets in the cigarette's current spot effort. All are minute announcements. Hope Martinez is timebuyer. E. T. Browne Drug Co. Agency: Kenneth Rader Co., New York Product: PALMER'S SKIN SUCCESS Skin care with this product, available as a soap or ointment, is now being promoted on 35 stations. Major concentration is on Negro stations in southern markets, plus multi-station buys in large northern cities with heavy Negro population. The campaign started September 6, and is slated to run through the end of the year. Announcements are all minutes. Buitoni Foods Inc. Agency: Albert Frank-Giienther Law Inc., Neiv York Product: MACARONI, SAUCES Housewives in New England and on the West Coast are sought in radio spots now on the air. With a post-Labor Day start, the campaign will run through December 31. Minute ET's are logged anywhere from 7 a.m. to 1 p.m. As many as 10 spots a week are running on each station. Renewal of the schedule is expected in the spring, 1961. Timebuyer is Larry Butner. Chap Stick Co. Agency: Lawrence C. Gumbinner Co., New York Product: FLEET'S CHAP STICK and CHAP-ANS Both products will use radio [heavily beginning late next month. Number of markets will be determinted by the budget. Small markets will get 20 to 25 spots per week, larger markets anywhere from 40 to 60 spots according to size. Campaign will run 13 to 18 weeks. On network. Chap Stick has bought participa tions on NBC's Monitor, Emphasis and Morgan Beatty's News of the World from early October through mid-March. E. I. duPont de Nemours & Co. Agency: BBDO Inc., Neio York Product: "TELAR" ANTIFREEZE DuPont is spending an estimated $400,000 in spot radio to introduce this new all-purpose permanent antifreeze. Product introduction will begin late this month with some 30 spots a week on each station. Total campaign will involve 150 markets in multi-station buys. DuPont's Zerex will get about 10 percent of the radio budget. Starting dates are staggered to accompany the onslaught of cold weather in all markets. Timebuyer is Bob Syers. Ford Dealers Associations Agency: /. Walter Thompson Inc., New York Product: AUTOMOBILES With the announcement date set at September 29 for Ford's introduction of '61 models, schedules are being tightened up for 35 dealers associations. Starts are staggered according to markets, and schedules will vary in length from two to five weeks. Thompson's New York office is guiding the buying, except for dealers on the West Coast who will work with the agency's San Francisco office. Spots will be minutes, with traffic times preferred. Timebuyer is Bob Gorby. General Foods Corp. Agency: Young & Riibicam Inc., New York Product: JELL-O Capitalizing on the national election, Jell-O will promote its ticket of gelatine flavors with the slogan "Vote for your favorite flavor." The multi-station buy will be a one-weekonly flight starting September 25. About 60 markets are considered for the campaign, featuring 20-second ET's on daytime and traffic schedules. Timebuyer is Ann Purtill. NEGRO Community Programming SPANISH/PUERTO RICAN Programming of Whirl-Wind sales action WWRL NEW YORK DE 5-1600 *10:00AM-5:30PM **5:30PM-1 0:00AM U. S. RADIO September 1960