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New cars, gasolines, auto accessories ivill make the biggest splurge in fall radio with millions of spot dollars.
AUTOS, FOODS LEAD FALL RADIO BOOM
Traditional fall re-entry by heavy spot advertisersunderscored by economic boom-means big radio season
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w POT radio business for fall, which already looks well ahead of billings for the same season last year, could easily mushroom into radio's most significant season in years by the end of 1961.
This prediction, shared by radio leaders across the country, is based not only on the forecast that the U.S. economy is at the threshold of a great boom. The optimism stems also from recent developments from within the industry which will provide new dollars for radio at a growing rate in the current season and in seasons to come.
Here are some of the advertisers (for details see page 28) who are putting a large stake in radio now, plan to do so even more in 1962:
Automotives: Chevrolet, Dodge Plymouth, Ford are among other car producers who will be in on fall and
future campaigns. Others are Rambler, Buick, Cadillac, Pontiac, Studebaker, Mercury, Chrysler, Oldsmobile. Implicit in these campaigns will be increased emphasis on the compacts— old, new, small and medium — all competing as much with parent brands as with each other.
Important, too, among automotives are the related fields like gasolines: Shell (now buying radio for the first time in about a year in a number of southern and other markets); American (pushing its new national "one-brand-name" corporate concept; Sinclair; Humble Refining Co. (which, excluding the ESSO brand name, will soon launch an allmedia national campaign to bring its gasoline under one trade name); Wilshire Oil Co., Calif.; and Texaco, whose recent move to J. Walter Thompson Co. will have interest for
sellers ol spot radio advertising.
Foods: advertisers are becoming more aware of radio's importance, going in now with heavy regulars but testing too with a great varietj of new prochu ts. Among the entries: Campbell's Soups new dry soups; Beech-Nut Baby Foods; the macaroni products including La Rosa, Buitoni and Mueller's; cereals such as Cream of Wheat, Wheatena and Cream of Rice.
Drugs: 666 Cold Tablets, Rem Cough Syrup; related cosmetics such as Noxzema's new make-up for teenagers.
Most important at the moment, of course, is the optimism from leaders in the auto industry. They predict that the climate is right for an auto boom that may even surpass the record set in 1955. If the climate remains undisturbed, U.S. business in
U. S. RADIO/ September 1961
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