BY KARL BERGER Special ConrespiMi dent They may have lost more than 20 games and a manager, but the Baltimore Orioles continue to be one of the mainstays in the promo tional line-up of the Middle Atlan tic Milk Marketing Agency, according to agepcy manager Dick Norton. The agency, known as MAM MA, is committed to sponsoring commercials during radio and tele vision broadcasts of Orioles games DIESELS OUR SPECIALTY Service After The 501 e... That's Usl HOOVER DIESEL SERVICE 255 Mascot Rd. 313 Furnace Rd. Ronks, PA 17572 Quarryville, PA 17566 (717) 656-3322 (717) 786-2173 (717) 295-1729 DEALER INQUIRIES INVITED MAMMA And Orioles Make throughout the summer, Norton said, and will hold its traditional milk promotion at Memorial Sta dium Sunday, June S, when the Orioles play the New York Yankees. In addition, MAMMA will con tinue its affiliation with brothers Cal Jr., and Bill Ripken despite the firing six games into the season of their father. Cal Ripken Sr., as manager of the club. The two brothers appear side by side on a life-sized “growth poster” promot- wwi V^tWPPPr > ,: PRODUCTION STARTED IN 1938 Barry Hoke Distict Sales Mgr. 244 Moyer Ridge Drive Manheim, PA 17545 717-665-^OO9 All-Plant LIQUID PLANT FOOD 9-18-9 PLUS OTHERS' • Contains 100% white ortho phosphoric k acid Made m USA. o • Non-corrosive Won’t settle $ • Top quality. Excellent service. | • Newest equipment. | • Financially sound... and growing! ? Big Demand Requires More Distributors! □ I sell to farmers. How do I become your distributor 7 □ I’m a farmer. What’s the price? Where do I get it? CALL or SEND FOR FACTS: Phone 814-364-1349 ALL-PLANT LIQUID PLANT FOOD, INC. 821 State Rd. 511 N., RFD 3, Ashland, Ohio 44805 ing milk that will be given to fans 14 years of age and younger who attend the June S game. And Cal Jr., probably the Orioles best known player, continues a role as spokesman for milk in television and radio commercials that he has held for the past three years. However, the departure of the elder Ripken has meant some changes, Norton acknowledged. MAMMA has withdrawn a televi sion commercial and several radio spots it developed that used all Some Changes three Ripkens. Its original version of the growth poster also featured the trio. In early April, the elder Ripken pleaded guilty to a drunk driving charge, but this did not figure in MAMMA’s decision, which was based on his departure as on-field manager, Norton said. The agency head said the Orioles poor play will have very little impact on the effectiveness of MAMMA’s promotional cam paigh for fluid milk, which uses the slogan, “Milk; it’s fitness you can drink,” and which is focused in the Federal Order 4 markets of Baltimore, Philadelphia and Washington, D.C. For one thing, he said, the Orioles record breaking losing streak has actually attracted fans, although that may not be the case later in the season. For another, the agency has a number of spokesmen besides the Ripkens, including Philadelphia Phillies third baseman Mike Schmidt; John Thompson of Georgetown University, the coach of the U.S. men’s basketball team Vote Yes May 10 “We beef producers got behind the eight ball in the ’7os. Beef was attacked on health grounds, and we didn’t have a program in place to respond. “Today, we are producing leaner beef. And now advertising and research dol lars' tell our story. The result is increased consumer spending on beef base that feels and a growing consumer beef fits their lifestyle. “That’s why I’m voting 10." It’s An Investment In Your Future Paid for by The Pennsylvania Beef Checkoff Committee Harrisburg Lancaster Farming, Saturday, Hay 7, im-A» in the upcoming Summer Olymp ics; and tennis star Pam Shriver, a Baltimorc-area native. Its Oriole* affiliations represent about 20 per cent of MAMMA’S advertising activities, Norton said. By having a number of spokes men, the agency is insulated if, as is often the case in the sports world, a player or coach moves to another city. There is a lot of spe culation, for instance, that Cal Ripken Jr., is playing his last sea son in the Orioles uniform. Moreover, even before the base ball season began, the dairy far mers who comprise MAMMA’S board of directors considered plac ing less emphasis on its costly sports spokesmen. According to Norton, the agency is weighing the use of a family of three women to promote its “three-milk concept” contrary to the prevailing prac tice in the industry, whole, lowfat and skim milk are mentioned explicitly in MAMMA’s ads in 1989. Such a move would save the agency money and fit in nicely with its longstanding fitness cam paign, Norton said. - Bill Flagg, 7- / ‘Yes’ on May Chester County
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