U. S. Radio (Jan-Dec 1959)

time buys ALWAYS... a jump ahead The vibrant enthusiasm of staying o jump ahead of our contemporaries is a vital part of all personnel at KONO in San Antonio. It's an enthusiasm that keeps listeners' ears keenly tuned to the times . . . for first in news . . . finest in music. It's an enthusiasm that keeps San Antonio's largest radio audience buying at fever pitch . . . day after day. For remarkable facts about the "jump-ahead" KONO . . . see your KATZ AGENCY REPRESENTATIVE 5000 Watts • 860 KC K O N O JACK ROTH, Mgr. SAN ANTONIO, TEXAS (Cont'd from p. 8) National Carbon Co., Division of Union Carbide Corp. Agency: William Esty Co., New York Product: PRIME y\ new product especially designed loi ( old-weaiher driving is being introduced this month via saturation frequencies in 80 to 100 markets. The buy is, in effect, a four-week extension of the six-week Presione (ampaign which was due to end with tlic advent of frost. A "gas line antifreeze," Prime is reputed to facilitate quick starts and prevent stalling in the face of nippy temperatures. Dick Olsen is timebuyer. Nestle Co. Agency: William Esty Co., New York Product: NESCAFE Adding the cream to a heavy campaign now underway in major markets for this coffee is the report that the account anticipates continuing its current radio usage "for some time." The schedule includes a combination of minutes and 20's. Phil McGibbon is timebuyer. New York & New England Apple Institute Agency: Charles W. Hoyt Co., New York As a timely harbinger of holiday fare, the institute is now engaged in a pre-Thanksgiving campaign and contemplating a similar pre-Christmas promotion of its regional product. The anticipated December schedule is likely to repeat the present pattern— two weeks of saturation coverage in New England and eastern New York markets. Doug Humm is timebuyer. Original Crispy Pizza Co. Agency: Ben B. Bliss & Co., New York Product: FROZEN PIZZA Four new markets will be added to the company's present radio list within the next 30 days, the agency reports. At present, the product is being advertised aerially in a "concentrated saturation" campaign that started this month in Boston and Washington, D. C, as well as a continuing schedule in Miami, Baltimore and the New England area. The firm is said to be focusing its budget almost entirely on radio. Ben Bliss, agency president, handles the buying. Parsons Ammonia Co. Agency: Hedrick ir Johnson Inc., New York Product: PARSONS' SUDSY HOUSEHOLD AMMONIA, BLEACHETTE BLUING Now reviewing results from its 1959 usage of radio, the company reportedly is preparing an increased budget for its 1960 buys, which are due to be transacted in mid-February or early March for the "spring cleaning" season. Schedules are expected to be similar to previous March-May flights of six, eight and 10 weeks, with a possible extension beyond the heretofore 30 national markets. After five years of strong radio use. Parsons is 100 percent sold on the medium and expends more than 90 percent of its advertising budget on sound alone. Stanton Hedrick handles the timebuying. Pharmaco Inc. Agency: Doherty, Clifford, Steers if Shenfield Inc., N^ew York Product: FEENAMINT About to pack its bags for the move from DCS&S to N. W. Ayer on January 1, the candy laxative will stay regular with radio on the campaign initiated earlier this fall and continuing until Christmas; its new agency will take over administering the second half of the campaign, due to start after the first of the year. Timebuyer at present is Jeff Fine. (Cont'd on p. 12) 10 U. S. RADIO • November 1959