U. S. Radio (Jan-Dec 1960)

t-ime buys (Cont'd from p. II) National Cranberry Association Agency: BBDO Inc., New York Product: OCEAN SPRAY CRANBERRY JUICE On the heels of a two-^veek campaign in 20 markets tor fresh cranberries, Ocean Spray will take to the airwaves for the juice the last two ^veeks of this month. From 15 to 20 spots a week are scheduled in at least three New England markets. John Neilan is the timebuyer. Norwich Chemical Co. Agency: Benton & Bowles Inc., Neiu York Product: PEPTO-BISMOL A late November start is predicted for Pepto-Bismol in 10 to 15 markets in the West. Stretching over a 30week period, the campaign will run in fliohts of six ^veeks, with four week intervals. At least 15 spots per week, minutes and 20's, will be scheduled primarily during evening times. A later campaign is in the wind for Norwich's Unguentine. Handling the buying is Jack ScanIon. Prentice-Hall Inc. Agency: Albert Frank-Guenther Law Inc., New York Product: BOOKS Back on radio after a year's silence, the publisher is on the air in New York and New Orleans for its book, "Low-Fat Way to Longer Life." Vehicle for the campaign is a 15-minute program, "Longer Life." More books are slated for air schedules at a later date. ^L^rilyn Schiels is the timebuyer. Shulton Inc. Agency: Wesley Associates, New York Product: OLD SPICE Several markets are beinsj considered for addition to Shulton's yearround 48-market schedule in a pre Christmas campaign. Extra spots may go on the air in regidar markets as well. Joseph Knap, media director, is handliri" the buvino. Texaco Co. Agency: CunningJiani & Walsh, Neiv York Product: GASOLINE Arm-chair opera-goers in 107 markets can tune in for the Metropolitan Opera broadcasts beginning December 3. The lineup of 108 stations will be known as the Texaco-Metropolitan Opera Radio Network, made up of both independent and affiliate stations. Broadcasts will be live, a jirime factor in the s\vitch from previous contract with CBS Radio; some affiliates broadcast programs on delayed basis. The new hookup will carry Met broadcasts every Saturday for 20 -weeks. Bill Santoni is timebuyer. Twentieth-Century Fox Product: ESTHER AND THE KING This biblical tale will be told in 350 cities next month. From 30 to 50 spots per week will run for three weeks before the film opens. Start dates are staggered throughout December to coincide with regional openings. Local theatre owners will place their ow^n schedules; all campaigns are co-op, with TwentiethCentuy Fox picking up half the tab. United States Tobacco Co. Agency: C. /. LaRoche ir Co., New York Product: KING SANO Heavy concentrations of ID's on weekends started last month for this cigarette. A series of six flights uses Friday, Saturday and Sunday schedules to enlist Kinsr Sano smokers in eio^ht markets. A network schedule is running for King Sano concurrent with the spot campaign. The timebuyer is Lionel Schaen. • • • WKLO LOUiSVILLE Iftr In LOUISVILLE the Big Change was and still is to family radio check and double check your July August Nielsen— Monday Friday per broadcast quarter-hours reveal WKLO first from 6 a. m, to 12 midnight plus wonderful weekends WKLO offers a perfect audience composition seven days a week for consumer spendable robert e. eastman & CO., inc. \ national representative AIR TRAILS stations are WEZE, Boston; WKLO, Louisville; WING, Dayton; WCOL, Columbus; and WIZE, Springfield, Ohio. U. S. RADIO November 1960 13