U. S. Radio (Jan-Dec 1961)

to some of your neighbors who have fed Aureomycin. For example, here's the experience of Dick Dickerson, the manager of the South Park Cattle Company up at Jefferson, Colorado. Dick reports that they have fed Aureomycin mixed with their creep ration for the past five years, and wouldn't be without it. As many other ranchers have found, Dick reports that he believes it has reduced the general run of sickness in small calves, and that there has been a noticeable increase in the gain of their feeder calves. That is the finding of Dick Dickerson in South Park, but ranchers and cattlemen in all parts of the region — up in the mountains or out in the plains — report the same thing. Talk to your dealer or feed manufacturer's representative about Aureomycin. By cutting down on diseases you permit the cattle to produce the best gains of which they are capable. Again, that's Aureomycin, a product of the American Cyanamid Company. Both Cunningham & Walsh and American Cyanamid have expressed enthusiasm with the farm "network" plan. Frank Cappy, American Cyanamid's advertising manager for the agricultural division, says, "We think the farm directors are doing a good job. They are helping considerably to merchandise our products." Dr. Larry Groves, Cyanamid's promotion manager for feed and health products, comments that "We're very happy with results since last spring, and we think the farm directors are doing a wonderful job. During the five years before we tried the network-type operation, we varied our use of broadcast. We used some spot radio, and bought a 13-week television participation. We went into the 'network' lineup of farm directors on an experimental basis. It has worked out very well. The farm directors, in effect, are 'salesmen-on-the-air' for our products." As Bob Palmer explains it, before the "network" operation was proposed, the agency took a long look at American Cyanamid's agricultural advertising and dc< iclccl to develop much strongei local identification. "Since the 'network' plan has come into being, we have loimd that it has succeeded especially in bringing American Cyanamid salesmen < losei to the company's advertising. One farm director was in contact with a company salesman 15 times in one month. Often when the farm director meets a farmer who has a need for one of the Aureomycin products, he will immediately contact a sales man." Regular Radio User Aside from its "network" plan which operates on a continuing 52week basis, American Cyanamid is still active in spot radio, as it has been for the past 10 years, according to Mr. Palmer. "Spot radio is important to our advertising because it enables us to get on the air quickly when regional circumstances demand it," explains Edward B. Shaw, promotion manager for pesticides. "Radio is one step away from the consumer and product, and is the first thing we turn to when anything unforeseen comes up." As an example, he cites the spot campaign for Malathion that ran from April 1 1 to May 6 last year. "In this case, it was discovered that in certain states in the East there was a residue build-up in forage that threatened the purity of milk produced by cows. We went on the air almost immediately with spots for Malathion, a pesticide that can kill ROBERT PALMER, Cunningham & Walsh media supervisor, directs the Aureomycin radio campaign for American Cyanamid. He says radio has brought Cyanamid salesmen closer to the company's advertising program. the insect without harming the animal eating the forage." For the Malathion campaign, American Cyanamid bought seven spots per week on II eastern sta lions, according to Frank Vernon, Cunningham 8c Walsh media buyer. In addition to the Malathion cam paign, American Cyanamid used spol radio foi six othei products in The lust campaign broke in February Eoj a spe< ial two-week emphasis on Aureomycin Feed on 14 slat ions. \i about the same li me, a five-week campaign started on stations in the South and Southwest for Aureomycin Feed for egg layers. Also on the air at the same time was a four-month campaign in the midwest for Pigdex, a vaccine. In May and June, 12 stations in upper midwestern states carried 10 spots a week for Amino Triazole, a weedkiller. Cyprex, a chemical for treating cherries, got a one-month schedule on several New York State stations in April and May. "At the present time," says Mr. Vernon, "two or three spot campaigns are scheduled for 1961. There probably will be more, but the scheduling will depend pretty much on local conditions. When the weather and marketing conditions are right, we are in a position to move in quickly with a spot radio campaign." Anticipated Conditions "We try to anticipate conditions as far ahead as possible," explains Mr. Shaw, "and usually have copy prepared ahead of time. All commercials for spot campaigns are prepared by the agency, not by farm directors as in the 'network' campaign. In some cases the commercials are in the hands of regional distributors who give the go-ahead to a spot radio drive if there is need for a crash program." With its spot and "network" campaigns, American Cyanamid is one of the leading spenders for agricultural chemicals, according to Mr. Palmer. The company is one of the largest manufacturers of agricultural products in the United States, with about 20 percent of total revenue attributed to this source. In 1959, according to Mr. Cappy, the company's total revenue was $500 million. • • • U. S. RADIO • January 1961 29