U. S. Radio (Jan-Dec 1961)

time buys (Cont'd from p. 9) P. Lorillard Co. Agency: I.cnncn c Xcwcll hit . New Yoxk Product: OLD GOLD CIGARETTES Fifty-two week schedules for Old (.old were renewed this month in 50 markets lor a campaign o£ ID's and minutes. The campaign represents very little change from last year, rimebuyer is Sally Reynolds. P. Lorillard Co. Agency: Lennen & Newell Inc., Neiv York Product: KENT CIGARETTES Kent's renewal lor 1961 includes 52-week schedules in 50 markets. All spots will be chainbreaks on 125 to 150 stations. From three to six spots a week will run in prime time. TimeInner is Sally Reynolds. The Mermen Co. Agency: Warwick Legler Inc., New York Product: SKIN BRACER, SPRAY DEODORANT Mcnnen's broadcast lineup for 1961 gives the budget exclusively to radio. Initial planning called for a heavy spot radio campaign, which began early this month, and sponsorship of shows on three networks. The spot radio campaign started January 9, will run for 26 weeks on a flight basis . . . four weeks in, three weeks out. Stations in the top 50 "Mennen" markets carry from 18 to 30 spots a week, all during driving times. Minutes and 20's are scheduled for 150 stations. Heavier frequencies are scheduled for the summer. For network, Mennen is sponsoring sports fare: Phil Rizzuto on CBS, Howard Cassel on ABC and Bill Stern on Mutual. Approximately 700 stations carry these shows. Joe Hudack handles the buying. Nestle Co. Agent \ : Win. Esty Im ., New York Product: INSTANT NESCAFE The end of January marks the start of a 75 to 125 market campaign for this produc t. Frequent ies will range from 10 to 100 spots per week according to market size. Markets were selected by the agency as "Nescafe's top markets." Spots are ail minutes. Campaign is expected to iiiii from eight to 1.") weeks. Phil \l< Gibben is timebuyer. Lydia E. Pinkham Medicine Co. Agency: Cohen &■ Aleshire Inc., New York Product: PROPRIETARY MEDICINE A campaign that started this month will run through May in 100 markets. From 10 to 50 spots a wreek are scheduled for 120 stations. ET minutes run during daytime segments to reach housewives. For this campaign, nearly 90 percent of the stations are either Negro or Spanish. Another campaign may run in October. Bob Turner is the timebuyer. Potter Drug & Chemical Co. Agency: Kastor, Hilton, Chesley, Clifford & Atherton Inc., New York Product: CUTICURA AND CUTITONE A 13-week campaign started in midJan nary for both products. Cuticura (complexion soap) spots are running in 18 markets, and Cutitone (medicated make-up base) schedules are set in 22 markets. Frequencies for each run from 10 to 12 spots a week, all minutes. Markets vary from medium to large, but the audience sought is the same: teenage girls. Rosanne Gordon is the timebuyer. Standard Brands Inc. Agency: Ted Bates & Co., New York Product: BLUE BONNE i MA ROAR IN I. Blue Bonnet will stari a [out to five week campaign January 23 in a minimum ol l l mat kets in the Southeast. Frequencies will be moderate to heavy. Daytime periods will be bought in the 9 a.m. to I p.m. segment. All spots will be minutes, ETs. Timebuyers are Pete Schulte, Conant Sawyer. Standard Brands Inc. Agency: Ted Bates & Co.. New York Product: ROYAL DESSI R I s A spot radio campaign is in the planning stages for the Royal desserts. At least 100 markets are contemplated lor the campaign, which calls for 15 spots per week on as many as lour stations in each market. Pete Schulte is timebuyer. The Travelers Insurance Companies Agency: Young & Rubicam Inc., New York Product: INSURANCE A month-long spot radio campaign for Travelers and its agents is in the works for stations in Oregon. The campaign will include as many stations as possible, with the total running upwards of 60. Frequencies will be heavy, and all spots will be minutes, delivered live. A similar spot campaign to cover agents in Illinois is also in the planning stages. Timebuyer is Eleanor Paulson. United Airlines Inc. Agency: N. W. Ayer ir Son, Philadelphia Product: AIR TRAVEL United has renewed its contracts for 1961 in all markets, but big broadcast changes are pending United's acquisition ol Capital Airlines. If the expected merger materializes, broadcast schedules will expand considerably. Timebuyer is Artie Ramberg. • • • U. S. RADIO • January 1961 11