U. S. Radio (Jan-Dec 1960)

Record Details:

Title:
U. S. Radio
Date:
Jan-Dec 1960
Publisher:
New York : Arnold Alpert Publications, Inc.
Volume:
U.S. Radio (Jan-Dec 1960)
Leaf #:
00038
Language:
English
Subjects:
Radio advertising -- United States -- Periodicals, Radio broadcasting -- United States -- Periodicals
Collection:
Broadcasting & Recorded Sound
Format:
Periodicals
Contributor:
University of Maryland, College Park
Sponsor:
LYRASIS Members and Sloan Foundation
Coordinator:
Media History Digital Library
Description:
Date Added:
March 28, 2024
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/ RADIO BUDGET 1958 $50,000 1959 $50,000 1960 $175,000 Underwood Gives After being on limited radio diet for two years, firm develops taste for the medium and purchases a $175,000 slice of national air time 32 After two years of nibbling at radio in test campaigns, the Win. Underwood Co., reportedly the largest seller of deviled ham in the world, has taken a fullsi/ed bite into national radio for its Red Devil brand. The company had its first taste of sound in 1958 and a second one in 1959, apparently to confirm its earlier inclinations. The trial was pleasing enough for Underwood to take a slice of Arthur Godfrey Time for most of 1960. The campaign, which will cost $175,000, is set to run on 199 stations of CBS Radio for .H.S weeks, having started the middle of last month. Underwood, formerly a confirmed user of the magazine medium, made its decision to tell its story on radio after these tests convinced it that radio coidd sell their quality product. The company put an estimated $50,000 into each of the tests. The first one ran in the summer U. S. RADIO • January 1960