U. S. Radio (Oct 1957-Dec 1958)

Record Details:

Title:
U. S. Radio
Date:
Oct 1957-Dec 1958
Publisher:
New York : Arnold Alpert Publications, Inc.
Volume:
U.S. Radio (Oct 1957-Dec 1958)
Leaf #:
000770
Language:
English
Subjects:
Radio advertising -- United States -- Periodicals, Radio broadcasting -- United States -- Periodicals
Collection:
Broadcasting & Recorded Sound
Format:
Periodicals
Contributor:
University of Maryland, College Park
Sponsor:
LYRASIS Members and Sloan Foundation
Coordinator:
Media History Digital Library
Description:
Date Added:
September 28, 2023
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Hillman's Weekend "This is David Williams, ]3iesident of Erwin Wasey, Ruthrautt S; Ryan Inc., advertising agency for Rooies Motors. We know you will all welcome the fact that Hillman i;. going to 'take to the air' in July. Not with a new jet plane, to be sure, but with a series of radio messages directed to your primaiy prospects in your market. . . ." With this recorded message, sent out to nearly 175 of Rootes' 650 U. S. dealers and containing samples of its new electro-transcriptions, Hillman took its biggest plunge into radio since the car's introduction into the U. S. market a decade ago. Nearly 15 percent of the British auto firm's all-media ad budget for the six-month period starting Jiiiy 1 was to be spent in four summer Avtckcnds. The campaign called for saturation spot annoimcemcnts in seven major markets. Hillman would average from 15 to 35 announcements a weekend on three stations in New York, two in Boston, two in Philadelphia, two in Washington, two in Chicago, three in San Francisco and seven in Los Angeles. "Play these messages to your organization," Mr. Williams urged the dealers. "Listen to them on the air and, if possible, supplement them with your own local campaigns." They had only to fill out an enclosed order blank, he said, and the agency would send the transcriptions to "start your own memorable campaign on one or more of your local radio stations. W^hen you supple 26 U. S. RADIO • September 1958