U. S. Radio (Jan-Dec 1961)

time buys Jl (Cont'd from p. 7) first campaign in the medium) with schedules in an additional 16 markets. The total number of markets for the campaign is 36. Campaign will begin April 15, with all time earmarked for weekends. Minute commercials will be a combination of live and ET. First 30 seconds is a transcribed message on Eljer products; a 27-second bridge follows for local builders to promote new homes and land tracts. Frequencies will vary from six to 40 spots per weekend. Some markets will get the campaign for one weekend, others will carry spots for a maximum of 16 weeks. Lou Steam is the timebuyer. New York Apple Growers Association Agency: Charles W. Hoy! Inc., New York Product: APPLES The apple growers have planned a two-week spurt to start at various dates in New York State, New England and Florida. New York campaign started March 16, will be followed by the New England campaign on March 22. Florida stations will start the campaign on April 5. Approximately 50 stations were lined up, carrying frequencies of 20 spots per week. Aim of the campaign is to clear the bins of apples that have been in storage since the last harvest. Announcements are live with the copy theme explaining why apples from storage are better than others. Doug Humm is the timebuyer. New York Racing Association Agency: BBDO Inc., New York Product: RACE EVENTS The New York racing season is off to a fast start with spots on selected stations in the metropolitan area. Campaign began March 11 in the city, with upstate stations expected to carry spots as tracks open. Aqueduct, Belmont and Saratoga are a few of the tracks promoted. Frequencies vary from 45 spots per week to 150 per week. The higher number will run during weeks of the big feature races. Spots are minute ETs, and will run through end of season in laic November. Mai Murray is timebuyer. Sabena Belgian World Airlines Agency: McCann-Marsc/ialk Inc., New York Product: AIR TRAVEL A new plum for fm turned up this month when Sabena decided to run its first fm campaign beyond the test stage. The eight-week effort started March 13 in eight markets. Markets are New York, Boston, Chicago, Los Angeles, San Francisco, Philadelphia, Detroit and W ashington, D. C. One station in every city but New York carries the spots; in New York, two stations broadcast for Sabena. Evenings and weekends were preferred for all spots, which are scheduled during classical music programs only. Timebuyer is Catherine Noble. F. Cr M. Schaefer Brewing Co. Agency: BBDO, New York Product: BEER A wide margin of start dates for various markets keynotes the radio buy for Schaefer. This year the brewer will run multi-station schedules in 20 markets. Staggered starts run from March 1 through May 1. Frequency range is from 40 to 100 spots per week in each market. Drive times during the latter half of the week, early evening and weekend periods are the times preferred. Contracts vary, some calling for 26-week schedules, others 39-week runs. John Neilin is timebuyer. Seabord Seed Co. Agency: Wermen ir Schorr Inc., Philadelphia Product: LAWN, GARDEN SUPPLIES Seabord, which distributes east of the Mississippi River, is sending commercial copy for 60 and 30-second spots to all distributors. Co-op money is forthcoming for all dealers who want to run the spots on local stations. Stations wishing to pitch Eoi business may contact the agency for details. The campaign dates are March 15 through April 30. Mary Ellen Vosberg is the timebuyer. Shulton Inc. Agency: Ralph Allum Inc., New York Product: GOOD-AIRE Shulton's room spray deodorant is the product behind a radio push in 18 markets. Spots average between 15 and 20 per week on each station. The nine-week campaign started March 3. Commercials are ET's, minutes. Howard Webb is the contact. The Texas Co. Agency: Cunningham b Walsh Inc., New York Product: TEXACO GASOLINE Texaco picked 13 markets on the West Coast for a long-haul campaign that features heavy frequencies of minute spots on weekends. One station in each market got the campaign, which started in early March and will continue until the end of this year. Other markets in other regions may get some Texaco business later this Spring. Bill Santoni is timebuver. • • • 8 U. S. RADIO • March 1961