U. S. Radio (Jan-Dec 1961)

time buys American Airlines Agency: Young and Rnbicarn, Neio York Product: AIR TRAVEL American has added one more city to its 52-week line-up for 1961: San Francisco. The Golden Gate City will get 40 spots per week. New York, Los Angeles and Chicago schedules have been renewed, with schedules ( losely following last year's. Special flights are in the offing throughout the year, but plans are not yet definite. Braniff International Airways Agency: Cunningham ir Walsh Inc., New York Product: AIR TRAVEL Braniff's recent move to Cunningham & Walsh means a great expansion in radio activity for the client. The airline used radio before in New York only, but now plans to go heavily in the key markets among 30 where it now operates. Although plans did not call for any schedules in January, Braniff asked for a special two-week campaign this month. All 30 markets got special schedules for the period beginning January 16. Bob Palmer, media supervisor, directs the buying. E. T. Browne & Co. Agency: Kenneth Rader Co., New York Product: PALMER'S SKIN SUCCESS A February start is planned for 15 to 30 markets. In the wind is a possible buy of stations in Central and South America. The campaign will last from three to six months. All spots are minutes. Buying is directed by Arthur Briskin, executive v.p. Cerebelli & Co. Agency: Ellington ir Co., New York Product: BRIOSCHI TABLETS A five-week flight starts for Bri oschi in mid-February. Agency has added Chicago to the list of markets, which normally includes cities in the East and Northeast. From 20 to 25 spots pei week will he scheduled in a minimum ol 14 markets. Dan Kane is the buying contact. Chesebrough-Ponds Inc. Agency: Norman, Craig if Kummel Inc., New York Product: VASELINE HAIR TONIC The first of a series of flights planned for the year starts this month in 75 markets. From six to 15 spots per week will go to each station. All spots are minutes, ETs, scheduled in driving times. Alan Silverman is the timebuyer. Commercial Solvents Corp. Agency: Fuller & Smith & Ross Inc., New York Product: HI D Aiming for the farm audience with its ammonium nitrate fertilizer, Commercial Solvents will go into 30 markets for 13 weeks. Campaign will start in February with participation on farm programs. Bernie Rasmussen is the time buyer. Corn Products Co. Agency: Donahue i? Coe, Inc. Product: KASCO DOG FOOD A 13-week campaign is planned for a February start. A minimum of 40 markets will be in on the buy, which is double the number of markets in the flight just ended. Minute spots will dot the schedules of at least 45 stations. Harry Durando is timebuyer. Corn Products Co. Agency: Guild, Bascom & Bonfygli, New York Product: SKIPPY PEANUT BUTTER A ten-week flight for Skippy be gins this month in upstate New York and Florida markets. As many as 40 spots per week will run on an undisclosed number ol stations. Frank Gianatassio is the timebuyer. d-Con Co. Agency: Thompson-Koch Inc., New York Product: RIDEX Moving from network to spot radio, Ridex started a 50-week campaign in mid-January in 15 to 20 markets. A minimum of five spots a week are scheduled to run during driving times. The client is aiming for suburbia with this product, a septic tank cleaner. Timebuyer is Bob Hall. Ford Dealers Ageiuv: /. Walter Thompson Inc. New York Product: USED CARS Ford dealers in the MinneapolisSt. Paul area are running a threeweek spot radio drive featuring used cars. The campaign involves some 63 stations in the twin cities territory, with 15 spots a week on each station. Similar campaigns are in the offing for Ford dealers in Dallas, Memphis and Oklahoma City. Madeline Blum is timebuyer. Robert Hall Clothes Agency: Arkwright Advertising, New York Product: SPRING CLOTHING By February 19 or 26 the Robert Hall campaign for clothes for spring will be on the air in 100 to 150 markets. At least 200 stations will be included on this campaign, which will run for 13 weeks with minute spots. The agency reports plans are afoot for a change in media strategy that will put even more emphasis than before on spot radio. Jim Hackett is media director. (Cont'd on p. II) U. S. RADIO • January 196) 9