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 #:
000240
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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■!« One of the 130 Howard Stores located from New England to Florida. The company plans at least 20 new openings in the next two years. Moderate priced Howard line has expanded its boys and teenage departnnents since It acquired control of another chain two years ago. JINGLE Howard 26 A mkkIcmi version of a famous old radio commercial is (inrcntly sparking an extensive rcturn-lo-radio drive for the Howard Clothing chain — whose advertising is designed to reflect company policy of i)iiilding new successes upon ilic loundations of the old. Campaign i)Iucpriiits call for 200 to over 100 spots each week, concentrated in nine Eastern markets for 19 consecutive weeks. Breaking this down, the radio effort will run from March 14 to July 17. There will be between 18 to .S5 spots per week per station over 12 outlets. Together with the remainder of Howard's projected radio plans, the medium will account this year for approximately 60 percent of the company's total advertising budget, declares Charles L. Rothschild, senior vice president of Mogul, Williams &: Savior, New York, Howard's agency. (The total budget is estimated to be $700,000. Radio, therefore, will get an estimated $420,000 of the ad expenditures.) Jingle Well Remembered Sound medium efforts for the rest of 1960 have not yet been resolved, according to Mr. Rothschild, who states, however, that it is probable ' U. S. RADIO • April 1960 II'