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All About Syndicated Radio Programs tor Local Advertisers by AARDN BLDDM, of Kasper-Gordon Inc., Boston, Mass.
"The next program comes to you by means of electrical transcription." Once upon a time, there was something of a stigma attached to this phrase. But nothing lasts forever, "and this, too, shall pass away." It did. Today, there are more and more national, regional, and lo cal advertisers using transcribed radio programs than at any other time in the history of radio, and the number of users is fast increasing. Every month, every week, every day finds new transcribed radio programs, varying in length from 30 words to 30 minutes.
National advertisers use tran scribed programs to open new territories and back up dealers in a concentrated campaign over local stations not affiliated with networks. Or they use them on stations with network affiliations where time cannot be cleared for the network broadcast. Or they use them because they want a split network or certain coverage, and can best obtain it by selecting their markets and broadcasting their programs via discs.
Regional advertisers use transcribed programs for the same reasonSj saving expensive
line charges, very often turning to syndicated programs which have been thoroughly tested and are generally accompanied by complete merchandising tie-ups. Or they use a spot announcement radio campaign, transcribed, buying the stations . and markets they wish to concentrate on.
Local advertisers use transcribed syndicated programs, instead of specially built transcription shows. This type of program gives the local advertiser entertainment comparable to the networks, at cost within local budgets. It would hardly pay a local sponsor to build a show of his own and pay for a transcription. In a syndicated transcribed program, he generally gets better talent than is available locally, better production, better direction, and, almost invariably, a tested program. Local advertisers cannot afford to "experiment," and syndicated transcribed programs eliminate unnecessary risk to a great degree.
For the benefit of those who are not familiar with how a syndicated transcription program producer operates: He is in the same position as the motion picture producer who