Sponsor (July-Sept 1961)

z&se spot radio will be used at announcement time, 20 September to 20 November. Budget for these purchases are at least as much as last year. No schedules have been firmed, o date, with the exception of the hree mentioned in the chart. Network radio will also start at announcement time, says Boiling. 'However, long-term commitments are , en few. "Should 1961 end up a i\ million car year the chances of nore markets and heavier spot budgets are very bright," said the Bollng man. For all broadcast, including netvork and spot tv and radio, auto budgets "will equal last year." Gentile eels that spot buys will be of heavy aturation in short term blitzes for adio and tv with concentration on Particular markets. The markets, lowever, will differ for each car or ruck involved. Comparing all broadcast, spot adio particularly will be up with nore selective buying by agencies. According to Boiling, auto clients vill be looking more closely at the mage of a tv or radio station. Questions such as: Does your station make a good appearance in the eyes :nd ears of your viewers/listeners? s it dignified, wild, dull, entertainng. factual, irresponsible? Other Detroit accounts, such as egional breweries, tractors, implenents, light bulbs, are also reported In in a general fashion. Breweries' spending will continue t a strong pace in spot radio and Lv, but the biggest buying will take •lace in early spring of '62, said {oiling. Budgets for the fall have also been Impropriated for the following ac► ount classes in Detroit: i • Tires — spot radio. | • Tractors and implements — both Ijpot radio and tv. , • Auto accessories — spot radio. The overall outlook for buying out [if Memphis (which covers buying ut of Nashville and New Orleans) Mnows a definite increase in spot Budgets. Plans in this area are not made [bo far in advance, according to Soiling. "Thus, specific account "hedules are just now in the hands ' ]f clients." According to Boiling's Memphis I Please turn to page 77) DISCUSSING the Kenny's Record Shack's WLIB spot drive are jazzman-turned d.j. | Billy Taylor (right), Cherry Vera, of Kenny's and Ed Portnoy, owner of the 6-store chain RADIO JAZZ SHOW SELLS RECORDS LIKE 'WOW Lb ike one of the hippest record chains in town, Kenny's Record Shack, | ! is flipped by radio. In the doggiest months in the record business, June, | II July and August, Kenny's has really been swinging with sales, "thanks to 1 I our radio drive, specifically d.j. Billy Taylor," says Ed Portnoy, owner j fj of the chain. "We're not putting any other station or d.j. down, but Billy Taylor | | really has done a job for us," he told sponsor. "He's responsible for a 1 1 35% increase in business since we began the campaign in June." Taylor, by the way, is a foremost jazz pianist. Kenny's has one minute a day on Taylor's evening jazz show, in addi I \ tion to another 15 spots a week scattered on the station. "Although we 1 have these other spots on the station, customers have been coming into the 1 1 stores requesting records specifically mentioned on the Billy Taylor show." For example. Taylor recently pla\ed the Dave Bailey Quintet recording I 1 of "Reaching Out." "That evening and the following day, there was a ! [ terrific run on the side, and it was sold out in no time," said Portnoy. I Taylor ad libs his commercials. He uses a strictly soft sell approach, j He mentions the records, explains some of the background of the person 1 1 ality doing the performance, and just recommends to his audience that j [ they listen to the side, then tells them where to buy it. Sometimes he plays part or all of the recording, sometimes he just describes it. More evidence of Taylor's results were witnessed earl\ this month. He | plugged three records one night, "Africa Waltz," by Cannonball Adderly, 1 "Ballad Artistry." by Milt Jackson and "Cooking on the Continent." by 1 Horace Silver. "Within 24 hours after they had been plaxed. the Shack sold over 200 I I of these sides." sail Portnoy. "We sell all kinds of music." he pointed out, "but suddenh we find we I are moving more quality jazz records than ever before since we started on j | the Jazz program." According to Portnoy, it looks like Kenn\"s will be sticking with Billv Taylor, because he's a gas when it comes to moving merchandise. ^ 'ONSOR 21 AUGUST 1961 45