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. . . maturity
a state of judgement, an approach . . . an attitude of confidence in reasoning power, based on experience. Maturity ... a
stage of dependability,
reliable as to its claims . . .
consistent in its delivery.
BARTELL FAMILY RADIO
six stations in
six major cities . . .
consistent . . .
mature.
time buys
(Cont'd from p. 15)
Red L Foods Corp.
Agency: Smith /Greenland Co.,
New York Product: RED L
On the heels of its recent successful radio run, the firm is making spring plans for radio. Nothing definite as yet, but use of radio in certain markets is very likely. Les Townc is timebuyer. This agency, which specializes in food accounts, has pioneered in effective ways to use radio for these clients (see Can Food Advertisers Use Radio Diet? September 1959). One iimovation that has worked lor Smith/Greenland is concentrating all the week's announcements on Thursday — in this way implanting the brand label for endof-lhe-weck .shopping. Among the agency's biggest radio users are Roman Pizza, Milady's Blintzes and Seabrook Vegetables.
Standard Security Life Insurance Co.
Agency: Mogul, Williams & Saylor Inc., New York
The policy of this newly established comjaany is to sell in a directto-the-customcr manner. During the next six months this is expected to entail a growing volume of radio, following up on a test currently being run in New York City and already projected for state coverage. At present the advertising is primarily direct mail. Total test budget is $250,000. Joyce Peters is timebuyer.
Tetley Tea Co.
Agency: Ogil'vy, Benson & Mather
Inc., New York Product: TEA
Raising its cup to the new year, the tea-taster company has put the kettle on for a 13-week radio schedule to start the first week in January in about 75 markets. Frequencies of minutes and ID's will vary according to the market, ranging from 15 to 80 announcements a week. Arthur Topol is timebuyer. • • •
U. S. RADIO • December 1959