U. S. Radio (Jan-Dec 1960)

LOWKLL THOMAS For the sixth successive year Lowell Thomas is on CBS Radio for General Motors, World traveler, explorer, lecturer, author, his first-hand knowledge of people and places gives his newscasts special color and authority. And his long-term association with a single company points up the cumulative advantage of sponsoring an outstanding personality year after year In all radio Lowell Thomas-and his colleagues-are the kind of company OX CBS RADIO time buys (Cont'd from p. 9) suit of client recommendation, and holds to the top-rated station in each market, Macon, Ga., and Jackson, Miss., are typical of the market size. A scattering of 10 extra markets includes Chicago as the largest one. Running for four weeks, frequencies in the campaign are six spots a week during driving time. Bob Syers is the timebuycr. Eastern Air Lines Inc. Agency: Fletcher, Richards, Calkins ir H olden Inc., Neio York Product: AIR TRAVEL Another KS week (light kicks off in 25 major markets next month. Mininumi nmnber of five spots a week will run in some markets, with larger schedules in others. Package plans are being Ijought on some stations. Jim Kelly is iimei)uyer. Ford Motor Co. Mercury and Lincoln Div. Agency: Kcnyon if Echlundt Inc., New York Prochul: 1%1 MliRCil R^• A heavy announcemciu (ampaign started October 5, will run six weeks on 2-10 stations in 71 markets. Frequency for the minute spots ranges from 20 to 7<) per week. Scheduled in traffic times, the messages are in the 6 a.m. to 10 a.m. and 1 to (i p.m. slots. Mercury dealer associations (there are 23) are running regional campaigns to sujjplement national spoi. 1 imebuyer is Ed Kob/a. the tax variance across state borders. rinKl)uyer is Bob Ridge. General Motors Corp. Buick Division Agency: Mc ('.(uni-Eyickson Inc., Detroit I»r()duct: AUTOAfOBILES Inii()chi(ing the new Buicks with spot radio in 90 to 100 markets, M-E's first flight began September 26 for three weeks. After a two-week interim, spois will l)e on for another three weeks. Frequencies run as high as 25 spots per day in some markets, with a low ol 10 or 12 in others. Minutes and 20's carry the message, and the total campaign involves some 275 stations. On network, Buick is sponsoring 12 five-minute Bob Flope shows per weekend on NBC's Monitor. The network schedide is 10 weeks long, heard in 195 markets. 'Fiinel)uyer is Judy Anderson. Knomark Inc. Agency: Mogul, Williams arid Say lor Inc., Next' York PmkIu(1: 1",SC)U1RE BOOT POLISH A subslaiilial budget increase shines bright lor radio in a fall push in the top 15 markets. Announcing that the "odcjr is out," the connnercials feature a new 10-second radio jingle. Fhe six-week campaign began the last week of Scptembei, with schedules ol HO ainioutuements per week. Gasoline Tax Education Commission ^ La Rosa & Sons Inc. .Agency: Sullivan, Staujier, Colwrll and Bayles Inc., New York A 47-State spot radio campaign started October 11, in an effort to make the public aware of the amount of tax the consumer pays per gallon of gasoline. The campaign using 30s, 20s and 10s is on the air in a total of 150 markets. Frequencies vary from light to heavy with an average of 20 spots per week. Copy varies in each state to accommodate .Agency: Hicks ir Grcist Inc., New York Product: MACARONI PRODUCTS An early fall drive for this account will start about Ocloi)er 18 and run a total of 1.3 weeks. Complete linei of LaRosa products will be advertised in .30 markets, mostly in thei east and mid-west. Schedule calls for 40 spots per week, Monday 10 U. S. RADIO October 1960