Sponsor (Jan-Apr 1958)

KING-SIZE KING-SIZE in COVERAGE -KOA-Radio blankets 302 counties in 12 states, reaches and sells over 3V4 mil KING-SIZE in POWER KOA-Radio speaks to these Westerners with the 50,000 Watt voice they understand and have trusted for over 33 years. KING-SIZE in AUDIENCE ACCEPT ANCE — By programming in character with its area... and providing a strong lineup of NBC programs, KOA-Radio has established audience leadership throughout the West. KING-SIZE in VALUE -KOA-Radio de livers more for your money, day and night, seven days a week. It's your best buy in the RICH WESTERN MARKET. DINYIR^^ One < JflQQ : One of America's gLea) radio 5 0,000 WATTS • 85 0 Kc 1 National and regional spot buys in work now or recently completed ^ 1 SPOT BUYS RADIO BUYS Eskimo Pie Co., Philadelphia, is going into major markets for its ice creams. The schedules kick-off in May for two months. Minute announcements are being slotted; frequency varies from market to market. Buyer: Cliff Greenspan. Agency: Cunningham & Walsh, Inc., New York. (Agency declined to comment.) Crown Central Petroleum Corp., Baltimore, for its gasolines and oils, is scheduling announcements in its areas of distribution: N. Y. state, Pa., N. J., Conn., Md., N. C, S. C, Tex., Va. and W. Va. Campaign begins this month for about four weeks. Minute announcements during early morning and early afternoon are being slotted; frequency varies from market to market. Buyer: B. Farren. Agency: Al Paul Lefton Co.. Philadelphia. (Agency declined to comment.) TV BUYS General Mills, Inc., Minneapolis, is lining up schedules in MidAtlantic states and New England introducing its new High-Pro cereal, to supplement its network advertising. Commercial slant: a ready-to-eat, high-protein cereal. Minute announcements are being used, with frequency varying from market to market. Buyer: Lee Gaynor. Agency: Dancer-Fitzgerald-Sample, Inc., New York. (Agency declined to comment.) Philip Morris, Inc., New York, is entering top markets for its Marlboro cigarettes. Schedules vary in length; 20-second announcements during daytime segments are being slotted; frequency depends upon the market. Media Supervisor: Gus Pfleger. Agency: Leo Burnett Co., Inc., Chicago. (Agency declined to comment.) Ceneral Foods Corp., Post Cereals Division, Battle Creek, Mich., is slotting announcements in various markets for its new Alpha-Bits cereal. Minute announcements in children's programs are being scheduled; the pitch of the film commercials is the cereal itself — which is in the shape of the letters ALPHA— B-I-T-S. At this stage, the budget is modest, but watch for an increased expenditure for a major push. Buyer: Irv Wilson. Agency: Benton & Bowles, Inc., New York. (Agency declined to comment.) RADIO and TV BUYS Esso Standard Oil Co., New York, is preparing a radio tv campaign for its Esso Extra gasolines and oils. The radio schedules starts 16 May and runs for eight weeks; in the South 13 weeks. Minutes are being placed during early morning and early evening hours and peak weekend traffic hours. Frequency is saturation: 30 to 80 per week per market. In tv, the same starting date as radio, runs for four weeks. Minutes, 20's and I.D.'s are being scheduled Sunday through Saturday. Average frequency: six announcements per week per market. Buying is not completed. Buyer: Sy Goldis. (Agency declined to comment.) SPONSOR • 26 APRIL 1958