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• Radio is getting more business trom the proprietary medicine field than it did a few years ago, but should be getting more.
• The copy story for a packaged meditation can be told as effectively on radio as on any other medium, and often more tastefully (than, for example, on television with pictures) .
• The flexibility and economy of radio is perfectly geared to the marketing aims of the proprietaries.
• The future should see an increasing number of proprietary drugs which should have a long-range effect on radio advertising.
• Package medicine products do not need — and most don't insist ononly so-called "prime time."
• No one is more important to the remedy advertiser than is the American housewife; she is the watchdog of the family's health, and also the family shopper. Anyone who can't build a radio pitch on this alone isn't trying.
• Fra has been "discovered" by the American Medical Association. Will some proprietary medicine — or even some ethical ones — use it intelligently this winter?
Since the foregoing conclusions came largely from questions put to admen, broadcasters and experts in the drug industry, the rest of the story now becomes a "question-andanswer" session for the reader's convenience.
Q. When will buying begin for the big "winter ailments" push?
A. If radio timebuying by cold remedy advertisers follows the pattern of the past few years, most buys in both spot and net will take place between 1 and 15 October. (Some, of course, are in all year round; after all, headaches and constipation are not seasonal.) Many buys will run for 20 to 26 weeks to cover the period of the year when the incidence of winter ailments is highest (see chart on page 17) .
Some flights will be of shorter duration, concentrating mostly on December, January and February when both colds and drug sales are
U. S. RADIO/July 1961