We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
'Tien
i
se(s-in-iiji
".HHIME *****
TIMEBUYS
BLOCK DRUG CO.
Agency: Lawrence C. Gumbinner, Neio York
Product: REM COUGH SYRUP
Rem has scheduled a 13-week campaign beginning in late October. The flight, which is directed at young mothers during daytime hours, is expected to be renewed after the initial drive. A number of Spanish and Negro stations will be included in the schedules. Frequencies average about 18 commercials per week. Al Sessions is the timebuyer.
CONTINENTAL BAKING
Agency: Ted Bates, New York
PrOdUCt: WONDER BREAD
A total of 50 to 60 major markets is currently carrying commercials for Wonder Bread. The drive began on September 3 and will continue to the end of December. The campaign is utilizing chain-breaks, plus six to eight one-minute commercials per week during day and evening hours. Timebuyer is Terry Seastrom.
CHRYSLER CORP.
Agency: N. W. Ayer, Philadelphia
Product: PLYMOUTH VALIANT CARS
A 200-station campaign, moving into the country's top 50 markets, will open for Plymouth Valiant on September 28. The drive coincides with the unveiling of the company's new line on September 29. The duration of the flight is three weeks for the one-minute commercials. The announcements concentrate on morning and early evening driving hours and on weekends.
E. I. DU PONT DE NEMOURS & CO.
Agency: BBDirO, New York
PrOdUCt: ZEREX AND TELAR ANTIFREEZE PRODUCTS
Du Pont recently launched its largest radio campaign to date for its two anti-freeze products, Zerex and Telar. The duration of the drive is undetermined, but more than 200 markets are involved. The schedules hit hardest during traffic times. Du Pont's decision to increase its radio buying was made for three basic reasons: (1) radio's ability to pinpoint the car owner; (2) radio's impactmore drivers are exposed to radio than to any other medium immediately before entering a gasoline station; (3) radio's flexibility— the company wants to shift schedules according to the various weather conditions around the country. The bulk of the radio budget is being utilized on behalf of Zerex, the older of the two products. Bob Syers is the timebuyer.
B. F. GOODRICH CO.— RAYCO MANUFACTURING CO. DIV.
Agency: Mogul Williams ir Saylor, New York
Product: COMPLETE RAYCO LINE
A heavy campaign, emphasizing the four new Rayco automotive products and services: tires, batteries, brakes and wheel alignments, began after Labor Day in 59 major markets around the country. The duration of the campaign is indefinite and will depend upon consumer response. At present about 73 stations are carrying jingles plugging not only the new line, but also Rayco's ceramic mufflers, auto safety seat Continued on page 41
10NV MARVIN
News in focus -that's authoritative Tony Marvin's forte on Mutual Radio. Always one of the top news commentators in the business, now he's in the Mutual line-up — bringing his news experience into play as a regular member of Mutual Radio's news corps. ♦ Remember: Mutual covers 94 of the top 100 markets with local affiliates -more than any other radio network. Buy Mutual Radio — and you've got it covered at the point of sale.
MUTUAL RADIO
A Service to Independent Stations Subsidiary of Minnesota Mining & Manufacturing Company ^flfl
U. S. RADIO/ September 1961
11