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JHE ROLE OF MUSIC TRANSCRIPTIONS . . . Keeps Growing For Radio Stations
By JOHN D. LANGLOIS President, Lang-Worth Feature Programs, Inc.
IN recent weeks Lang-Worth has published as a service to its subscriber stations the second edition of a booklet called "Profitunes". The title naturally supports our contention that jingles such as L-W's "Radio Hucksters" service are profit-making tunes for the modern radio station. But as a handbook on the sales, production and promotion-merchandising techniques we have found most effective, it points out the many opportunities offered the station by a concept we might call "Radio Add-vertising".
These are the added ingredients of imagination and showmanship, of smartly competitive selling, of the creation of opportunities that so often distinguish the leader from the pack. It is radio's good fortune, with its human personality, to be more exploitable and merchandiseable than most other media, and we have found this true in the use of our own product "Radio Hucksters" jingles. What are some of the aspects of this local "Radio Add-vertising"? First, helping the sponsor merchandise his advertising. The radio station can take the driver's seat by suggesting coordination of advertising around the air theme, such as the punch line of a jingle. Its jingle service can serve as the base of planned Special Promotions for either an important local sponsor or arouo of stores allied by location and kindred interest in attracting customers.
In this way a jingle campaign could aim to encourage customers to deal at several stores and businesses in one area. To shop, for instance, at
a particular men's wear store; attend a particular motion picture theater a block or so away; and, finally, to select a late supper to carry home from a delicatessen right next to the theater. In this way, then, stores and businesses in one part of town will realize they have a potential stake in each other from this promotion standpoint.
The station, additionally, can become active in not only the local sponsors' copy problems (most do not have skilled admen or agencies) but in his week-to-week sales problems and opportunities.
Local advertising agencies, too, would have a ready-made production arm in a local station which maintains an extensive library of jingle transcriptions. A complete sound or musical effect, for instance, could be at the disposal of the agency to do a particular job for his client.
The station can and should keep an advanced eye on the calendar by which business and industry lives. It can romance the medium and the particular commercials series to the buyers at the department store, or the salesmen of branded merchandise lines which are franchised in town.
That the overall contribution of these services to stations, sponsors and advertising agencies is a material and growing one is evident from the increasing use of the services from recent year to vear.
So says "Profitunes," which is more or less our Lang-Worth "Radio Hucksters" service's voice of experience in tales, production and merchandising.
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