U. S. Radio (Jan-Dec 1960)

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l)read. Minute sjjots are being used. Champaign, set tentatively for eight Aveeks, could be extended. Timebuyers are Terry Seastrom and Art Goldstein. d-Con Co. Inc. Agency: TJiompson-Koch Inc., New York Product: RODENTICIDE In 312 markets over .S21 farm stations, the company will concentrate its advertising in early morning and noontime announcements. Minutes are used with 52-second live announcements for the product and eight seconds given over to local <]ealer tags. Frequency varies from 3 to 12 times a week depending on the market. The campaign will run through the middle ot May, ijreak for the svnnmer and start again in mid-September for the remainder of the vear. Timebuver is Bob Hall. Dannon Milk Products Inc. Agency: The Zlowe Co., Neiv York Product: YOGURT In line ^vith its strategy of seasonal radio advertising, the companv plans to increase its radio use in mid-February, accelerating into the spring when it will double its budget over the winter. The product is now in three markets, having recently moved into Boston for the first time, in addition to New York and Philadelphia. Timebuyer is Mrs. Pauline Mann. DeCiorgio Co. Agency: Cole, Fischer ir Rogow Inc., New York Product: SANTA FE WINES Introduction of Santa Fe brands to eastern markets is planned lor February or -March. The greatest share ot the campaign budget will be in sj)ot radio, supplemented by tv and newspapers. Marketing strategy calls for a brand by brand entry of Santa Fe into the East. Hudson Vitamin Products Inc. Agency: Pace Advertising Agency Inc., New York Hudson is on the air again in January in six markets of the Housewives' Protective League, "the program that sponsors the product." Campaign will last from 11 to 13 weeks with minute spots. The vitamin firm has also bought spot time on KFI Los Angeles. Timebuyer is Bettv Silon. V. La Rosa & Sons Inc. Agency: Hicks & Greist Inc., New York Product: MACARONI, SPAGHETTI AND ITALIAN-STYLE SAUCES Increasing its radio budget for 1960, the company will get its campaign underway the last week of this month. At that time 15 markets in the East will be saturated wath 60second announcements. First flioht will go for 1.5 weeks. Timebuyer is Len Soglio. Liggett & Myers Tobacco Co. Agency: McCann-Erickson Inc., New York Product: CHESTERFIELDS New year's activity on radio began on January 4 ^vith a foiu-week campaign in 55 markets. lO's, 20's (Cont'd on p. 12) in SAN ANTONIO i"»i FOR I EVERY ""^ QUARTER-HOUR SEGMENT 6 a.m. to 6 p.m. . . . as compiled by PULSE III I SAN ANTONIO SEPTEMBER, 1959 and FIRST in HOOPER, tool morning and afternoon REPRESENTATIVE: KATZ AGENCY 5000 WoHs • 860 KC NO JACK ROTH, Mgr. SAN ANTONIO, TEXAS U. S. RADIO . January 1960 11