U. S. Radio (Jan-Dec 1961)

TIMEBUYS Continued from />",t;<" 1 1 midwestern state. The goal involves using radio and newspapers to follow with "rifle-shot precision on the heels "of 10 European travel specialists who, with representatives ol Icelancli< .md the Col ton agency, will tour 120 cities and towns in Wisconsin. According to the agency, the success ol this campaign will determine its radio plans for the future. W. }. McDonald is the contact. P. LORILLARD CO. Agency: Lennen b New ell, New York Product: YORK CIGARETTES With the introduction of its new "imperial" size brand, Lorillard is tunning heavy saturation test campaigns on radio in New York and Chicago. Radio plans for the future, however, are still in the planning stage. According to the company, the York brand features the first increase in cigarette length since the king-size smoke was introduced in 1938. The present radio drives are based on the pitch: "York . . . the Inst imperial size cigarette . . . uses its imperial length instead of a filter to make rich tobaccos taste mild and smooth." Herb Zeltner is the contact. MORTON MANUFACTURING CORP. Agency: Laiurence C. Gumbinner, New York Product: CHAP STICK PRODUCTS With frigid weather rapidly approaching, the lip and hand product opens its annual campaign at the end of this month. The promotion will infiltrate the top 50 markets. Frequencies for the one-minute commercials will vary from 10 to 30 per week. Anita Wasserman is the timebuyer. PARKER GAMES Agency: Badger, Browning, Boston A five-week campaign that will run through Christmas will probably be launched during the middle of next month for the game maker. A substantial number of markets throughout the nation will carry the commercials. PHARMACO INC. Agency: N. W. Aye) b Son, Philadelphia Product: FEEN-A-MINT A 13-week campaign that will run to the end of the year is presently buri owing the country lor the chewing gum helper. Announcements are being broadcast in 70 markets — the majority ol them targeted at the Negro audienc e. U.S. TOBACCO Agency: Donahue b Coe,New York Product: MODEL PIPE TOBACCO The country's ninth largest tobacco manufacturer begins a series of three llights at the latter part of this month involving about 40 to 50 markets. The Hights will be run as follows: October 30 tor three weeks; December o through December 12; and December 18 through December 22. About two stations per market will carry the one-minute ets. Phil Brooks is the timebuyer. VICK CHEMICAL CO. Agency: Morse International Product: MEDICATED COt'GH DROPS Vick's cough drop product will saturate a number of markets scattered around the country beginning in the early days of next month. The drive will extend for approximately ten weeks. Mary Ellen Clark is the timebuyer. WHEATENA CORP. Agency: Charles W. Hoyt,New York Product: WHEATENA CEREAL The cereal producer is currently peppering about 20 markets throughout the country in the first flight in a series of two. The present flight, utilizing about 40 stations, will run through Nove m b e r. Frequencies range from 5 to 25 commercials per week, depending on the size of the market. The announcements are broadcast during late morning hours to capture the housewife. The second flight picks up at the beginning of next year and will run for six weeks. Doug Humm is the timebuyer. ■ LETTERS Continued from page 12 A BIRD AT HOME . . . August issue crows . . . "Motorola gives heav) billboard promotion to its fm radios." So this is wonderful? I'd sa) most ol the effort is wasted since the average motorist, il he does see the billboard, little knows oi c ares about fm. Motorola would be bet t ci using fm radio to promote car sets to the very people who like and listen to fm at home, and are more likely to be encouraged to extend their enjoyment to their car tiding. A. A. McDERMOTT Radio t!r Television Sales Inc. Toronto BIG VOICE ON LOCAL ISSUES Compared to newspapers, the arch competitor ol broadc asting, radio has been singularly gutless in failing to avail itself of the powerful area of influence it enjoys in other fields, namely, commercial. 1 disagree with certain aspects ol your article, How stations show leadership by taking sides (v. s. radio, July 1961). Taking a position is most certainly the heart of editorializing. Yet one need not always approac h an editorial with the thought in mind. "Am I qualified to launch a crusade on this subject?" such as your article implied. Some of the most enthusiastic response I have had has been on certain local human interest comments, certainly of less importance than a major public issue as such. If one waits for a great issue to emerge before he comments, he will be sharply limited in the frequency of occasion to comment. My editorials have been praised on the requirements of a five-day week schedule and a self-imposed limit of 90 seconds per editorial. If a subject is too involved to cover in 90 seconds I write a "series" which is aired until the subject is covered. Exercising a sharp discipline of verbiage, the most any subject has required so far is a series of three in order to cover it. Using established communication practices, I tape each editorial and air it four times on the day of its scheduling. Equal time for comment or opposing opinion is offered each day. So far, only one party has availed itself of this privilege. The question has been asked: "How in the ^2 U. S. RADIO/October-November 1961