U. S. Radio (Jan-Dec 1960)

fall market luomhs plays hob with radio management. National salesmen have for the most part resigned themselves to this situation. Full-scale selling efforts are being launched closer and closer to the actual expected time of use. But so far the actual buying and requests for availabilities hold out promise that the fourth cjuarter of 1960 will see radio finishing strong. Here are some of the important buys that have been made so far — some by traditional radio users and others by new customers: E. I. duPont de Nemours, through BBDO Inc., New York, will spend an estimated 5100,000 on spot radio to introduce its new all-purpose, permanent antifreeze, Telar, at the end of this month. The nuilti-station campaign is expected to involve 150 markets. The company's Zerex Avill get about 10 percent of the radio budget. Hamilton W'^atdi Co.. through N. W. .\yer & Son, Philadelphia, will turn to radio again this fall on both am and fm. The campaign starts in late October in about 80 markets and will run for about eight weeks. American Tobacco Co., through BBDO. will be adding to its present radio schedide in about 50 large markets for Lucky Strike cigarettes. Starting dates for the added buys will be staggered. Cold Remedies MonticcUo Drug Co., through Charles W. Hoyt Inc., New York, will launch a long winter drive at the beginning of October for 666 cold tablets. About 80 markets will be used, featuring daytime minutes and traffic times. Grove Laboratories Inc., through Cohen & Aleshire Inc., New York, will begin in October a major radio campaign for FourWay cold tablets. About 50 markets are expected to be used. Harold F. Ritchie Co., through J. Walter Thompson Co., New York, launches a drive this month for Scott's Emulsion cough prepa ration in 51 markets. Negro-appeal and Spanish language stations will be used. Heublein Inc., through Fletcher Richards, Calkins Sc Holden Inc., New York, will he entering spot radio for the fust time for Maltex cereal. The buy Avill be launched in mid-October in New England and New York State markets and will rini for 13 weeks. V'ick Chemical Co., through Sullivan, Stauffer, Colwell & Bayles Inc., New York, begins a major radio effort in early October in 15 major markets for Vick's cold tablets. The first (light will run six weeks with another set to follow. What may shape up to be one of the most important buys of the fall season is the expected year-aroimd pinchase of radio for Chrysler Corp.'s Plymouth and Valiant divisions, through N. W. Ayer & Son, Philadelphia. Robert Rowcn, media supervisor, rej)orts that the buy is tentatively set to start the end of September in major markets. Plymouth and Valiant will share the radio-drive 50-50. Mr. Rowcn says that the agency wants to make maximinn use of radio's persuasive characteristics to produce a hard-selling campaign. Among the (hief characteristics cited is the emotional impact that the dramatic delivery of the human voice can have upon a listener. Buoyed by encoinaging prospects as well as determined to see a healthy fourth cjuarter, radio forces are busily engaged in new sales efforts. Tied to the start of the new advertising season, too, are efforts to set radio's house in order. Specifically aimed at winning new national dollars for radio is the plan by the Station Representatives Association to encourage all stations to adopt a single rate policy. Certain important changes in the way advertisers are looking at radio this fall are observed by Radio Advertising Bureau. "More than at any time in the past decade," states Kevin Sweeney, RAB president, "radio is being viewed by advertisers this fall not just for freqiiency of impressions at a reasonal)le cost, but as a basic and merchandisablc marketing tool. "This becomes evident not only in the buying patterns emerging this fall," he says, "but from the preliminary 1961 budget and planning sessions of many of the leading package goods advertisers." Significant Trends Mr. Sweeney outlines what he considers to be "the most significant trends apparent in fall 1960 buying: "1. More multi-product package goods advertisers are making corporate buys in radio. They are looking at radio as they had once looked at tv, seeking franchise schedules in which they can rotate commercials for several of their products. "Many more of these multi-product advertisers are seeking dominance of the medium against competitive brands in their category. Many are looking to radio to provide greater turnover of audience and provide a greater reach for their commercial message. "Today, when 62 percent of all tv viewing is concentrated in 40 percent of all U. S. tv homes, advertisers are increasingly looking to radio to even out the pattern and distribute the weight of the advertising to the broadest possible audience. "2. There is a significant shift to and growing interest in the 9 a.m. to 3 p.m. time period as an efficient time for reaching the housewife. For commodities bought by the housewife, RAB research has shown that often the hours outside of 'prime time' are most effective — not only on a cost basis, l)ut also in terms of the number of actual customers reached. "3. More products are using radio selectively for pmpointing their specific audience. For instance, a major cosmetics manufacturer is now planning a heavy spot radio campaign aimed entirely at the teenage market." The RAB president further ob 22 U. S. RADIO • September I960