U. S. Radio (Jan-Dec 1959)

exjalains, arc located ihioiiglioiit the East and Midwest, in JiS of the 50 states of the Union. "At fre(jiieiit intervals we send out promotion kits to the radio stations we're using," the iiioadcast media director (ontinues, "providing them with suggested copy for mailing pieces, layouts for window streamers and other materials enahling them to work more closely with local outlets for Critics Service products. In this way, we present constructive ideas to the broadcaster, who can take it from there. "We've had extremely favorable response to these kits, and a very high degiee of usage." The latest commercial for the company, set to the tune of "Side by Side," has received a degree of unexpected promotion, too, he notes. "One air personality played the newest jingle through and was so intrigued by it that he commented it was better than some of the popular records received by the station." Wide Range The agency describes the series of musical announcements as using the basic tune in a wide range of tempos, from cha-cha to hoe-down. In each case the words are virtually the same, but the instrumental and rhythmic variation gives the effect of a completely different commercial for each version, Mr. Kane says. The lyrics go like this: For economy out on the highway Cities Service is my way For a luxury drive Make your car come alive At the green and white sign. Tom DeBow Cities Service V.P. Burke Crotty Ellington V.P. H'g*' Note D3n Kane Unsolicited comments from sta Agency Broadcast Media Dir. tions and listeners voicing appreciation for the jingles have led agency and client to consider they've hit a new high note of harmony in their present campaign. And they're considering, as well, the next step toward a melodious 1960 in concert with radio. • • • U. S. RADIO • November 1959