Radio: Barrage

In their eagerness to clutch everybody by the lapel and talk about the new 1950 models, the Ford Dealers of America last week bought up the” commercial time on 23 unsponsored shows on two radio networks, CBS and Mutual. In case any listener misses the point, Ford plans to follow its two-week radio barrage with a similar television drumfire. Besides its regular TV shows (the CBS Ford Theater and NBC Kay Kyser show), Ford commercials will pour from five sustaining shows on all four networks. Said Ford Vice President L. D. Crusoe of the unprecedented $500,000 radio & TV splurge: “It gives us more of an opportunity for flexibility and timing . . . as related to campaigns in other media—something to be desired in the competitive days ahead.”