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time buys
Guild Wine Co.
Ai^L'iu y: Coiitplo)! Ach'erlisins,, Sa7i Francisco
Product: VV'lNli
Radio is included in tlie biggest Ciuild (ainpaign in the company's history. More than :^8 markets are Ijeing covered in the scliechdc now underway, with ladif) being tised, singly or in combination Avith other media, as determined by the planners. Theme of tlie campaign: "Enjoy GUILr3ing," which will be executed on radio in specially prepared singing commercials.
Gufton Industries
Agency: IT. D. Doner, New York Product: LIFE LITE
FLASHLIGHTS
Brightening its sales prospects in a spring drive, the flashlight manufacturer begins a lour-'iveek campaign on the sound Avaves at the end of April.
In radio for the first time, the company considers this 15-market schedule a test. Frec}uencies Avill be 25 to 30 a week. Timebuyer is Carol Hardy.
Robert Hall Clothes
Agency: Arkright Advertisi)iir, Nexo York
Product: CLOTHING
Spending more in radio than ever before, the clothing chain is now onthe-air on about 200 stations in about 150 markets. The company is supplementing its 52-week schedule in the campaign that will run heaviest through April 10, will then level off somewhat and continue to Mother's Day.
Full minute users on a Mondaythrough-Sunday basis throughoiu the day, the firm will average about 40 to 60 spots a week during the peak of the campaign. Handling the timebuying is media director Jim Hackett.
{Cont'd on p. 12)
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JOHN POOLE BROADCASTING COMPANY, INC.,
6540 Sunset Blvd.. Los Angeles 28, Calif. • Hollywood 3-3205
National Representative: Weed Radio Corporation
U. S. RADIO
April 1960