U. S. Radio (Jan-Dec 1961)

by die stat ion when ii spearheads campaigns l>y sending letters to dealers reminding them of upcoming changes in the advertising. COPY PLATFORM Copy for Atlantic newscast commercials leans toward the institutional. Usually after a soli-sell introduction, the commercial gives some informative Eacl about engine performance and characteristics of Atlantic gasoline. Commercial time runs 50 seconds on the newscast, in addition to an opening and closing. Here is an example of a recent commercial for Atlantic Imperial: In just a few short months, hundreds of motorists from New England to Florida have gotten into the habit of making their gasoline stops at the Atlantic Imperial pump. In fact, Atlantic Imperial has become a big seller in the East ! And there's a big reason for the popularity of this quality gasoline. Atlantic Imperial gives you everything you expect from a premium gasoline . . . then goes on to give you something more. It cleans your carburetor as you drive, and keeps it clean ! This is important because harmful deposits that form around the throttle plate in the carburetor can cause rough idling, stalling and gasoline waste. But continued use of Atlantic Imperial gasoline washes ' em harmlessly away , generally in just a few thousand miles . . . and this same cleaning action keeps new deposits from forming again. I hope you're using Atlantic Imperial gasoline— to keep your car on the go ! BASEBALL CAMPAIGN In addition to the broad reach ol Atlantic's 52 week news broadcasts, the company sponsors radio baseball to further heighten advertising pressures dining the peak summei driving season. A total "I I 10 radio stations carry the "Atlantic Keeps Vbui Car on the Go!" slogan throughout the baseball season. In keeping with Atlantic's distribution, the company takes sponsorship of the games ol the Philadelphia Phillies, the Pittsburgh Pirates, the Boston Red Sox and the New York Yankees. "While all of these 110 stations do not carry a complete schedule (some are daytime-only stations, some do not carry weekday games) ," Mr. St oner explains, "we feel that essentially we deliver a lull major league schedule in all radio markets. "Again, we look on baseball as public sci\ice piogramming of a sort. It fully meets the media criteria that our radio news programs fulfill," he observes. Both Ayer and Atlantic are convinced that the public service approach to sponsorship works. The news and weather programs provide vital information for listeners who are on the go. And the refining company hopes that by associating with this type of program, the listener will be on the go with Atlantic. • • • iiiiiiiiiiiiiiuii'iiiii^iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiin ATLANTIC'S RADIO NEWS MARKETS Asbury Park, N. J. .... ...WJLK Asheville, N. C. ...WWNC Bloomsburg, Pa. . _ WCNR Bradford, Pa. . _ AVESB Bridgeport, Conn. . _.WICC Charlottesville, Va. .. ...WELK Columbus, Ga. .. WRBL Cordele, Ga. ...WMJM Corning, N. Y. _. ...WCLI Fayetteville, N. C. _ WFNC Fort Valley, Ga. .. ...WFPM Hazelton, Pa. .. .. WAZL Hornell, N. Y. _ . WLEA Jacksonville, N. C. AVJNC Jamestown, N. Y. . . WJTN Kingston, N. Y. Liberty, N. Y. WKNY WVOS Paterson, N. J. . WPAT Peekskill, N. Y. .. . .WLXA Pocomoke City, Md. . _WDMV Poughkeepsie, N. Y. WEOK Sharon, Pa. . V\ PIC Sunbury, Pa. _ \\ KOK Valdosta, Ga. WGOV Georgetown, Del. Glens Falls, N. Y. WJWL WWSC Morristown, N. J. WMTR Mt. Jackson, Va. .. ...WSIG Newark, N. J. ... WNTA New Brunswick, N. J._._ ...WCTC Newburgh, N. Y. _. _ WGNY 1 Harrisonburg, Va. WSVA Oil City, Pa. Olean, N. Y. WKRZ AVHDL Warsaw, Va. _ ...WNNT Washington, D. C. _ \\ RC Washington, N. J. ...WCRV Waycross, Ga. . _.WAYX Wellsboro, Pa. . ...WNBT Wellsville, N. Y. _ WLSV Williamsport, Pa. . ._WWPA Wilmington, N. C. . WMED Winchester, Va. WINC U. S. RADIO • February 1961 45