The radio annual (1955)

The Changing Complexion of A Transcription Music Library n □ n n n n By A. B. SAMBROOK Manager RCA Recorded Program Service 'TpHE increased emphasis on one key ^ word points up the changing complexion of the transcription library service today. That key word is "sell." We at RCA Thesaurus are continually searching for new ways to bring more and more solid sell into our library service. Recently we added "Sell Effects," which is a whole new category consisting of sounds that sell. Thesaurus subscribers have written us repeatedly to tell us how these have made it possible for them^ to sell a local sponsor over the competition. n D D About the time this annual is published we will be making an announcement of a plan which will offer our subscribers still more radio selling power. This plan makes it possible for a subscriber to offer his sponsors and local advertising prospects a completely set up and going campaign which ties radio advertising in with newspaper ads, in-store promotion and local publicity. D D D From the station standpoint this new radio sales campaign is simple to operate. The selling tools to do the job are made available to the station's salesman by Thesaurus — all he has to do is put them to use with the local sponsors. A manual describing all sorts of local promotion possibilities also comes with this new plan which is offered to Thesaurus subscribers as a supplementary tool for increasing local sales. nan We confidently feel that this plan will be enthusiastically received by Thesaurus subscribers. Further, we believe it will set a whole new pattern for building local radio time sales through the use of selling tools that provide the station with a complete, tailor made advertising and promotion campaign. Another local sales tool that we recently made available to Thesaurus subscribers is one that makes it possible for local sponsors of "The Hour of Charm" show,. with Phil Spitalny, his All-Girl Orchestra and Evelyn, to take full advantage of the tremendous popularity of this musical group. We've prepared three inexpensive point-of-sale promotion pieces: a window poster, a counter card and a wall or window streamer. The local sponsor simply drops in his name, the station call letters, and the time at which the show is broadcast. These pieces become his own; to his customers the show is more than ever tied-in in their minds with the local sponsor. If the local sponsor or the Thesaurus subscribing station had to make up these three two-color pieces on their own the costs would be prohibitive. nan The increased emphasis on "sell" in Thesaurus is not confined to sales tools — our new thinking is also reflected in the plans we will be announcing during 1955 in connection with new Thesaurus s'hiows. And here we wiant to 'make the first feuch announcement — Thesaurus is greatly broadening its basic programming concept. Of course, music is still the most important factor 'because we realize that it remains a basic element in local programming. But now our plan includes many programming innovations and time selling tools which will provide our subscribers with even more sales opportunities. D n n During 1955 we will be making major announcements concerning new commercial programming formats in the following categories: homemaking, sports, religious and a children's program with an important child authority as the star. All the shows will have unique, built-in sales possibilities that will make them extremely saleable by Thesaurus subscribers. n n D In all of our plans, be they for new local selling tools, new radio time selling promotions, or new big name shows, the emphasis is on "sell." It is this emphasis that keynotes the changing complexion of the transcription library service today. 995