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W SPONSOR
1 9 JUNE 19 6 1
ATLANTIC REFINING
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GMAC
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RADIO'S LOCAL GOLDMINES
low community-conscious stations offer unique opportunities to rational advertisers who can and do take bold advantage of them
I his week, as summer radio takes careful measre of its harvest, stations across the country are onsiderably heartened by instructions from CampellEwald for General Motors Acceptance Corpoation's 16-week schedule of newscasts.
"GMAC's radio activities have always stressed ublic service," John Blomstrom, agency media lanager has advised station personnel. "This ear's programing follows the successful format stablished last summer, substituting public service ems of local interest in time usually allotted to le sponsor's commercial.
"Since you are familiar with the needs of your community and the interests of your audience, control of the copy is yours. The greater the service this programing performs, the greater will be its interest to your audience. This is sure to reflect credit on you as well as on our client."
The GMAC buy, reflecting as it does the imaginative use of radio's unique community closeness, comes at a time when both stations and reps are making all-out efforts to bring national advertisers into those areas of local programing traditionally held to be advantageous to local advertisers alone.
PONSOR
19 june 1961
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