U. S. Radio (Jan-Dec 1959)

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Mobility of sets enables the sales message to reach both potential customers and individual dealers at their places of business Harmonizing on a well-remembered melody, Cities Service Co. and radio are singing a new commercial duet — one that offers a built-in description of their recently resumed {partnership in advertising:. "Side by Side" provides the tune for the oil company's latest commercial to go on the air in its 38-state marketing area. That title aptly sums up the present and recalls the past regarding Cities Service and radio. Indications are it portends the futiue as well. One of the nation's major petroleum producers, the firm at present spends what is believed to be close to $1 million annually in radio. It is now studying plans for a 1960 advertising program which may increase that figure appreciably. Although the tune is the same, the lyrics and tempo of "Side by Side" in its Cities Service rendition reflect a change in time and climate since the company first linked arms with the listener's medium. Today, according to Ellington R: Co., New York, agency for the account, the company's commercials are broadcast in periodic flights, usually of six weeks' duration, and may average 3,300 announcements a week over approximately 125 stations from the Atlantic to the Rockies. For years Cities Service was the oldest continuing advertiser on the air, first as sponsor of band concerts from Carnegie Hall in the mid1920's, then of the Higlnvays of Melody program in the 1930's and later of Band of America with Paul Laval. It parted company with the listener's medium in the early I950's, after long association, in order to venture out with newly-arrived television on an evening timetable. In 1958, however, cocking an ear to the powerful new sounds of selling coming from radio across the country, the oil firm took another look at this old friend, whose shape had been considerably re-styled in the interim and whose advertising ability appeared even more appropriate than before to the current automotive era. The reunion that resulted is proving to be a satisfying one for both parties, according to Ellington & Co. Working closely with Tom DeBow, Cities Service vice president in charge of advertising, the agency has provided an increasingly strong accompaniment of spot radio for the account din ing the past two years. The agency cites two double-barreled reasons for using radio for its oil client: o The basic economic factors of radio allow coverage of a maximum number of areas at a maximum level of frequency. • Mobility of sets enables the sales message to reach both potential customers and individual dealers at their places of business. "An important secondary factor is being able to reach dealers as well as customers with our commercials," says Burke dotty, agency vice president in charge of radio and television. "Hearing the advertising support they're receiving from the com U. S. RADIO • November 19.^1 31