Sponsor (July-Sept 1962)

4 SPOT-SCOPE continued I., led markets. The campaign i« scheduled For l>\e weeks, Vgencj is ^ ■ .nn ■■ S Rubicam Bnd llie li ii \ »• t i Jen Mill le\ . DeLuxe-Reading Toys is lining up stations now for ii> fall campaign. I In avaiiabilit) tall is for kids minutes starting the first <>f October and continuing until 1 ."> December. Vgencj : Zlowe. Buyer: Art Edelstein. DuPont is buying prime breaks, I.D.'s and fringe minutes for a five-six week drive on behalf of Zerex. Schedules are to start 2 September in a host of markets. Agency: BRDO. Buyer: Bob Storch. Chesebrough-Pond's launches a campaign on 8 July for Cutex eye makeup, using fringe minutes throughout. Schedules are set to continue for eight weeks. Agency: Dobertv. Clifford. Steers & Shenfield. Buyer: Rita Venn. Procter & Gamble starts today. 2 July on behalf of Spic and Span cleanser. Schedules are nighttime minutes. Agency: Young & Rubicam. Buyer: Tony Cozzalino. P&G is also involved in a spot push for Cheer, with schedules to start in some markets the first two weeks of July. Also out of Y&R. the buyer is John Huegel. Maltex, division of Heublein, is seeking kids minutes for a mid-October start. The campaign is of undetermined length and there's a long list of markets involved in the promotion for Maypo Oat Cereal. Agency: Fletcher Richards, Calkins & Holden. Buyer: Johnny Johns. Continental Baking is buying for its Hostess cake snacks. Live kids minutes start 3 September and continue until 1 December in about 50 markets. Agency: Ted Bates. Buyer: Art Goldstein. Blue Chip Stamp Company starts today, 2 July, on a limited-market basis with nighttime fringe minutes and I.D.'s. Flights are in and out for 33 weeks. Agency: J. Walter Thompson Los Angeles. Buyer: Jackie Hopkins. SPOT RADIO BUYS Gardner-Denver Co., Quincy, 111., is testing radio in three markets. Los Angeles, Minneapolis and Geveland. The manufacturer of air tools, hoists and compressors, wants to determine whether listeners will write in for booklets illustrating uses of its products. The campaign runs for four weeks, using five 60-second spots a week. Agency: Buchen Advertising. United Fruit begins a campaign this month in the top 15 markets. Schedules are for four weeks, using day minutes Monday through Friday. The agency is BBDO New York and the buyer is Hal Davis. Stridex, out of Fuller & Smith & Ross, is going into 35-50 markets mid-July. Teenage minutes are being bought for a 16-week run. Frank Delanev is the buver. Best Foodg division of Corn Products is placing housewife schedules, Wednesday-ThursdayFriday for Nucoa margarine. About 25 markets get five-six week schedules starting mid-July. Agency: Daneer-Fitzgerald-Sample New York. Buyer: Jim T.avelle. WASHINGTON WEEK {ContUmed from page 55) The House District Committee held hearings on two identical bills. One section of the measures would provide classification by age for admittance to public performances, motion pictures in particular. The other would apply fines (S50 to S500) and jail terms (up to one year) for radio and tv station operators who carried offensive programs. Chief proponent, lame duck Congressman Carroll Kearn l R.. Pa.), testified that if the District of Columbia would pass such a law other communities around the nation would follow. He assailed the fare seen by children in film theatres and on tv screens, and said immediate action is necessary to protect their morals and to stamp out juvenile delinquency. sponsor • 2 july 1962 57