Radio annual (1954)

Bright Future Seen For Transcription Services By A. B. SAMBROOK Manager Recorded Program Services, Thesaurus and Syndicated Sales I'M sure it's no news to anyone in the broadcasting industry that we're now going through a period of transition. Bound up as it is with the industry, RCA Thesaurus, together with every other transcription library, will be affected by the changes that come about through this transition. What do I think this will mean to transcription libraries? I think that it can mean nothing but good. Let me explain. Now that the freeze is off, television stations are sprouting up all over the country. It's only a question of time, then, until TV evolves from a high-priced advertising medium to a lower-priced one. Let's take a look at the localities where this has already begun to happen. How has the competition been met? Some radio stations have invested a large part of their time in the "music and news" formula. Either they have scheduled long hours of "mood music" with participating sponsors, or they've extended their disc jockey time. Is this the answer? On first examination, it might appear to be, but let's take a closer look; let's ask a few questions. Is the "music and news" audience unlimited? Obviously, no. It would seem likely, then, that the stations doing the best programming job for both his listeners and his advertisers will win out. Next question: How many top disc jockeys can one town produce? As anyone in the broadcasting business knows — not many, not nearly enough. A few more questions: With either of these two applications of the "music and news" f omula, is the best interest of the advertiser served? Is it possible for the local advertiser to identify his product or services with really big name talent, with a show that produces proven results? Is it possible for the advertiser to merchandise his radio time? Can he tie in newspaper ads and point-of-sale displays with a spot announcement? Again, obviously, no on both counts. Actually, then, there is really only one way for the broadcaster to give the advertiser more than ever before at very low cost and thereby beat competition. A library service — as exemplified by RCA Thesaurus — is the answer. For an unbelieveably small investment, broadcasters can acquire the personalized services of name shows like the famous Phil Spitalny, and his All Girl Orchestra and Evelyn in the role of emcee, The Sammy Kaye Show, "The Freddie Martin Show." And this is only the beginning of what RCA Thesaurus offers its subscribers. Promotion kits, supplied by RCA Thesaurus, give the advertiser every opportunity to fully merchandise his radio purchases: ad mats, tie-in announcements, and publicity stories for local release, give the advertiser a planned and packaged campaign. All of this is just a part of the RCA Thesaurus' regular service. And we are continually working with the future in mind. To demonstrate: Only a few months ago RCA Thesaurus presented its new subscribers with what was practically a gift — and a very valuable gift at that — 1,600 singing jingles to fill the needs of every conceivable type of local advertiser. Recently, we announced the signing of June Valli as a new RCA Thesaurus artist. By the time this is published we will have announced the acquisition of the Melachrino Strings. Melachrino is being presented by us in a show entitled "The Melachrino Musicale." This program is of a calibre that would have been available only on a high-priced network show a few years ago. And in the months to come, RCA Thesaurus will announce even more exciting news about new shows, new big name artists, new sales tools, new promotions that will give the local advertiser even more than ever before for his advertising dollar. 1116