U. S. Radio (Jan-Dec 1959)

RCA THESAURUS TURNED THE TOWN UPSIDE DOWN! <«>«> time buys What do you want for Christmas? More Christmas business? Well, William Holm, General Manager of WLPO, La Salle, Illinois, got heaps of extra Holiday billings with the help of RCA Thesaurus Commercial Library. He writes: "Income from Thesaurus Christmas jingles and effects amounted to $3221.50. Twenty jingles and eff'ects were used to sell 812 announcements aired between Thanksgiving and Christmas." Feel like celebrating? Write RCA Thesaurus now for details on building up Holiday business. @i THESAURUS 155 East 24th Street • New York 10, N. Y. Chicago, Nashvilje, Atlanta, Dallas, Hollywood (Cont'd from p. 10) Pierce's Proprietaries Inc. Agency: Mogul, Williams & Saylor Inc., Nezo York ProcliKt: DR. PIERCE'S GOLDEN MEDICAL DISCOVERY A healthy prescripliou oi radio is on order lor this stomachic tonic, wiih a six-month sdieduie now undcivvay on approximately 70 stations tluoughout the countiy. The oneminute ET's will be on the air with a "fairly heavy" Irecjuency until next spring. Joyce Peters is timehuver. Point Adams Packing Co. Agency: Hen B. liliss ir Co., New York Product: PEACOCK SALMON A summertime swing into radicj proved so satisfactory lor this product, says the agency, that the company plans another "clambake" with the mediimi after the first of January. Prospects are lor an expansion beyond the New York market in the projiosed second installment of timeIniying. Ben liliss, agency jjresident, Iiandles the timebuying. Royal McBee Corp. Agency: Young & Ruhica/n Inc., Neio York Pioduct: ROYAL TYPEWRITERS Using a sound touch 'in 22 markets, the company unlimbers a preChristmas drive on November 23 to promote typewriters as a valuable gift item for the teenager in the family. The three-week schedule, with 30 to 50 announcements a week depending on the market, will be directed primarily at parents and their concern for their youngsters' educational and vocational development; teenagers, in turn, will be encouraged to develop a yen for the Royal machine. Timebuyer is Lorraine Ruggiero. Shulton Inc. A^gency: Wesley Associates Inc., New York Product: OLD SPICE TOILETRIES That last-minute shopping list will get the benefit of Shulton's suggestion via a close-to-Christmas rush of radio time in 85 markets. The sjjoi buy — 24 announcements a week on the average— will start about December 15 and run lor a week. It is designed to augment the company's regidar spot campaign which wi!i continue through December, and its network radio schedule. Joseph Knapp, media director, is handling the buying. George Wiedmann Brewing Co. Agency: Doherly, Clifjord, Steers & Shenfield Inc., New York Pioduct: BEER i)n tap for this brew as of Jatni ary 1, the agency will assume media responsibilities heretofore handled by Tatham-Laird of Chicago. The account is expected to continue a strong radio voice in its five-state market in the Ohio Valley. Jeff Fine of DC^S&S will assume timebuying duties for the account. Western New York Apple Growers Association Agency: Charles W. Hoyt Co., New York With a taste lor radio similar to that of the New York & New England Apple Institute mentioned above, this regional association is also finishing up two weeks of preThanksgiving radio time and considering a light campaign to precede the Yule season. The current schedule includes "practically every market" in western New York plus some in Ohio and Pennsylvania on a basis of 20 to 30 spots a week. Doug Himim is timebuyer. Wheatena Corp. Agency: Charles W. Hoyt Co., New York Product: CEREAL Radio reception at the breakfast table is giving Wheatena such a pleasing start to these cold-weather clays that a second flight is expected to be launched in mid-January to continue until the spring. At present, this cereal is wrapping up its initial seven-week campaign of morning time (between 6:30 and 9 a.m.) which started last month i:i nearly 40 markets. Doug Humm is timebuyer. • • • 12 U. S. RADIO • November 1959