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DUKES OF KENT: At Robert Swanson Productions in N.Y., Bud Mackenzie, Bob Swanson, Bernie Knee and Jack Keller rehearse new Dick Adler radio commercial for Kent Cigarettes. A pop disk with vocals by Pat Suzuki on Phipp's label came out simultaneous with radio campaign
100%, is evenly spread in both urban and rural areas. To an industry such as cigarettes with an estimated market of 60 million persons, this is important.
• Flexibility. Spot radio offers the opportunity to pick markets in line with marketing strategies. In the cigarette business this is vital since the last 10 years has seen it grow more complex than ever through the introduction of king-size and filter tips. There are areas where filters dominate the share of market and others where regulars outsell. The cigarette marketing man can follow
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RADIO FARES
Where there is smoke there's sure to be radio
COMPANY
AMERICAN TOBACCO
Top five in $4 billion cigarette industry invested million in spot radio during first quarter of 1959
^ There are many reasons: flexibility, circulation and impact. Biggest reason is they cannot afford not to
I
t came to light this week when Radio Advertising Bureau released its list of spot radio's top 20 clients during the first quarter of 1959.
Three of the top five customers are cigarette accounts.
Five of the top 10 spenders are cigarettes.
A cigarette advertiser is at the very head of the list. — Liggett & Myers.
In third position, after Thomas Leeming and ahead of Ford, is R. J. Reynolds Tobacco Co. Fifth and sixth top ranking users of spot radio time are P. Lorillard and American Tobacco respectively. Philip Morris is No. 10.
These five manufacturers of cigarettes accounted for an estimated $1
30
million investment in spot radio ad\ertising between 1 January and 31 March.
By product category in RAB's 'Top 20," tobaccos ranked second, topped only by drugs, traditionally heavy spenders during the season of colds and virus.
At the same time, network radio has been getting a healthy play from at least three of the cigarette titans.
What is behind this cigarette-radio romance?
"Radio has been important to cigarettes for a long time," a tobacco client executive told sponsor. The reasons are obvious:
• Circulation at low cost. Radio saturation of U.S. homes is close to
LIGGETT & MYERS
P. LORILLARD
R. J. REYNOLDS
PHILIP MORRIS
BROWN & WILLIAMSON
Source: *RAB data. net. **TvB data, gro!
.i|i'.;i" .M! .'II' JLiir ;|!::i'':NI' ,r III ;r,l' Mill!:! SPONSOR • 4 JULY 1959