U. S. Radio (Jan-Dec 1961)

TIMEBUYS Continued from page 11 belts, scat covers and shock absorbers. Lynn Diamond is the timebuyer. A campaign of indefinite duration was started recently for this macaroni manufacturer. The drive is reaching into about 35 markets scattered around the country. Timebuyer is Stu Eckert. THE NESTLE CO. Agency: William Esty, New York Product: NESCAFE INSTANT COFFEE A $1 million radio campaign is now in the process of being launched for Prestone anti-freeze. The length of the drive, which will utilize oneminute announcements, is undecided. Timebuyer is Phil O'Connell. ■ LETTERS Continued from page 13 that tends to railroad the fm broadcaster into adoption of ihis service. DAVID GREEN Dice presitlent KXTR Kansas City, Mo. RULES OF DECAY The recent FCC proposals relating to changes in the rules governing fm broadcasting may very well mean an end to the growth of fm. High Fidelity Broadcasters Inc. believes this to be true because of the extremely large co-channel and adjacent channel station separation distances proposed. We contend that this will prevent the authorization of more than a few new stations except in sparsely populated parts of the country economically ill-equipped to support additional fm broadcasting. As an example, we are quite sure that no new class B stations can be assigned in the present Area 1 under the FCC proposals. We believe . . . for the continued growth of fm ... in the following: (1) Protection of existing stations to a greater extent than exists under present rules; (2) some reasignment of present stations in order to remove the worst interference cases now existing; (3) the assignment of new adequate coverage stations to areas now receiving little or no fm service; (4) the assignment of wide area coverage, highly protected stations to serve sparsely populated areas; (5) the assignment of local coverage stations to provide local facilities in small and medium sized communities. WILLIAM ALMAS TYNAN President High Fidelity Broadcasters Inc. Bethesda, Md. INDUSTRY HYPO I have your issue of u. s. radio for July and the material on the drug trade regarding radio is most interesting and informative. I have specialized in food, health beauty aid and drug accounts in the last several years and such information as you have printed is most helpful to me and my efforts in the radio industry. F. W. SLADE CKAC Montreal a HILLS BROTHERS INC. Agency: N. W. Ayer J Son, Philadelphia Product: COFFEE The coffee maker is expected to launch a campaign sometime near the end of this month. The drive, using 30-second announcements, will probably last about one month. As many as 200 markets may be covered by the flight. KITCHENS OF SARA LEE Agency: Hill, Rogers, Mason & Scott, Chicago Product: CAKES A 35 to 40-market campaign for Sara Lee's new products, apple and spice cakes, will begin Oct. 1. The flight will run from two to three weeks, but there are indications that more schedules may be purchased. Daytime minutes will predominate, with frequencies ranging from 25 to 35 announcements per week. Miriam Manzer is the timebuyer. V. LA ROSA & SONS, INC. Agency: Hicks & Greist, Neiv York Product: MACARONI AND SPAGHETTI A saturation campaign that began in early September for La Rosa's assorted line of macaroni and spaghetti products is spreading over 35 markets east of the Mississippi. As many as five stations in major markets are carrying the one-minute announcements, which are directed at housewives during daytime hours. At this writing, the length of the flight is still undetermined. Len Soglio is the timebuyer. C. F. MUELLER CO. Agency: Dohcrty, Clifford, Steers & Shot field, Neiv York Product: MACARONI A 100 market drive, which began on September II, is (intently covering the country for the instant coffee product. Most of the markets are two-station buys with frequencies ranging from five to 100 per week for the one-minute and 30-second recorded announcements. The campain is directed at housewives during daytime hours. At the moment, the length of the drive is indefinite. Timebuyer is Phil McGibben. Q-TIPS INC. Agency: Lawrence C. Gumbinner, New York Product: COTTON SWABS The middle of October is the starting time for a 13-week flight for the baby product. The campaign will take a break for the Christmas holidays and then pick up again in January. The drive will hit selected markets throughout the country. The one-minute announcements, pointed at the young mother, will be aired during daytime and early evening hours. Anita Wasserman is the timebuyer. STANDARD OIL CO. (NEW JERSEY) Agency: McCann-Erickson , New York PrOdUCt: ESSO GASOLINE STATIONS The gas company has decided to extend a saturation campaign that began in the spring and was scheduled to end on Oct. 8. The new schedule picks up on that day and will continue through December 3. The drive will flood 46 markets in the 19 eastern and southeastern states serviced by the Esso stations. Weekends will receive the bulk of the schedule. Joseph Granda is the timebuyer. UNION CARBIDE CORP. Agency: William Esty, New York PrOdUCt: PRESTONE ANTI FREEZE U. S. RADIO/September 1961 41