Sponsor (Oct-Dec 1963)

TIMEBUYER'S CORNER 18 November 1963 ■ Bache adds Boston: Bache & Co. has added a sixth market to its radio schedule of five-minute financial news features. Today's Business is now being aired weekdays on WNAC in Boston, in addition to schedules on the air in Chicago, Cleveland, Washington, Philadelphia, and New York. Agency is Albert Frank-Guenther Law, Inc. (New York). ■ Restaurant chain testing: Cleveland-based Colonnade Co., 51-year-old chain of self-service restaurants, has launched a new sales promotion campaign on a concentrated test basis in Cleveland— a "first" for this firm. Campaign includes radio, as well as transportation advertising, point-of-sale, and pr activities. Colonnade has multiple facilities in Cleveland, Cincinnati, Detroit, Louisville (Ky.), Newark and Eatontown (N.J.), Pittsburgh, and Philadelphia. Agency is W. N. Gates (Cleveland). ■ Circus Foods utilizing radio: Circus Foods Division of United States Tobacco Co. launched a campaign to promote its Circus nuts, peanut butter, and candy bars late in September in 13 states (11 western and southwestern states, plus Alaska and Hawaii) to run until the end of December. Although the budget is undisclosed, a company spokesman revealed that "a large percentage— well over half — is in radio." Newspapers and point-of-purchase are also included. MARION JONES, HCW •HONORARY CONSTRUCTION WORKIH: i>u virtue of the fact that she reached the top of WITN-TV's (Washington, N.C.) 1523' tower (hiring a recent tour of the market, Lennen ir Newell (New York) timehutjer \tarion Jones was awarded a construction worker's hat by station vice president H. R. Patterson "OflF-beat" minute spots are being run on 43 radio stations in saturation skeds; some stations are scheduling as many as 247 spots per week. Circus Foods has used radio previously, but never in such a concentrated effort. Charles C. Winston, company v. p. in charge of specialty foods divisions, reports, regarding the campaign, "While it is too early to tabulate precise results, there is evidence we are advancing." Chances are strong that if this campaign ultimately proves successful, more markets will be added to the radio list, according to the company. Agency is Donahue & Coe (New York). ■ Lily Lake Cheese campaign in planning stage: Lily Lake Cheese, now using radio in New York (WOR) to push its Liberty labeled imported cheeses, is considering using radio and tv later in the fall in such markets as Boston, Detroit, Philadelphia, Chicago, and Los Angeles. If considered plans become a reality, the company will place radio spots in daytime news shows, tv spots in daytime, late evening, and possibly prime time. Although firm is using newspapers heavily in the New York market, projected newspaper usage in the new markets will not be as heavy. The Liberty cheeses being promoted are unique in that they are imported cheeses sold sUced, interlaced with paper, and sealed in vacuum packages, rather than in bulk. Lily Lake has priced the Liberty cheeses to be competitive with domestic cheeses, thus introducing imported cheese to supermarket dairy cases as a mass volume item. Agency is Ben R. Bhss Co. (New York). ■ Chemway considering: Chemway Corporation very seriously considering the use of spot tv for their cosmetic line (Lady Astor). Agency is North Adv. (New York). Buyer on the account is George Tibbetts. TV BUYING ACTIVITY y Gillette now bu\ing for a 52-week dri\e to push Gillette blades. Campaign will start 1 January 1964 in the top 20 markets. Buyer Mary Ann Kaiser interested in fringe minutes. Agency is Maxon (New York). ^ Warner-Lambert's Bromo Seltzer drive of fringe minutes now being readied for entr\' into 34 markets across the country. Start date for tiie 13-week campaign is 30 Dc^ceniber. Jerry Arcaro is the buyer at BBDO (New York). 54