Sponsor (July-Dec 1951)

Advertisement naming of the store as the '"Bop 'N Pop Shop." Roessler "Yellow Tag" frankfurters completed the teen-age product trio. D.j. Baker's radio pitch on the frankfurter follows the same pattern set with Cott's beverages and the record shop. And the hot dog completes the "party time" menu. Whenever the youngsters get together Baker suggests they use Roessler's; refers to the product as the "happy hot dog." In addition to its sales success, Juke Box Saturday Night is making a vital community contribution toward the prevention of juvenile delinquency. Saturday night has become party night but at home instead of on the streets. • • • Political one-timer yiv>es WIP advertiser "extras" One-time shots pack a lot of impact. For proof there's Bobby Thomson's ninth-inning home run against the Dodgers to clinch the National League flag. For radio impact, Warner Manufacturing Company (for Warner Weather Master storm window) is utilizing WIP, Philadelphia, one time on 6 November to cover the municipal elections. Broadcast will begin at 8:15 p.m., run continuously throughout the night and early morning until the candidates have been elected. Warner and their agency, Melvin E. Bach and Company, Newark, think they have something "extra" in this Election's appeal heightens air selling impact election returns broadcast. There's a "revolution" going on in Philadelphia politics. For 27 years the city has been a Republican stronghold; however in the past three a reformed Democratic slate has been elected. The fall election looms exciting. Jack Lipman, vice president of the Warner Manufacturing, and Melvin Bach, head of the sponsor's agency, give their reasons for the one-time po ( Please turn to page 70) THE NEEDLE! Vice Pres. fien'l Mgr. Associated Program Service 151 W. 46th, N. Y. 19 Questions . . . questions . . . from broadcasters all over the nation. All of them about those remarkable new APS Specialized Libraries. And here are the answers: Q. These new specialized libraries sound terrific. But none of the five you describe exactly fits our needs. Can you build a special library just for us? A. Certainly. Tells us what you want. We have the music — the best in the business. We've just finished building a special concert library for one station . . . cost $32.50 per month. Q. Here's our order for that Radio Music special library at $47.50. Now how do we get new music releases? A. For an added $5 per month, subscribers to the Radio Music Library ($47.50) or the Popular Music may select two discs per month from our regular full library release ... or 24 discs per year from the the full APS catalogue. Q. What's in these special libraries? Different music? Are they old discs? A. These specialized APS libraries are built from the full, basic APS library. The selections are from that library. The music is the same. And every disc is brand new. Q. I'm ordering two of your APS specialized libraries, and I'd like a cabinet. Yours seems to be perfect for our library, but since we don't get a cabinet with these small libraries, how can I arrange for one? A. We'll sell you a brand new APS custom-built cabinet, designed by broadcasters for broadcasters, for $125, FOB New York. Then, it's yours for all time, to use as you wish. Q. I'm using these APS specials, and my staff is wild about them. Now I wonder whether I made a mistake in not ordering the full library. Can I still do this without penalty? A. Certainly. You can convert to the full APS library any time during the life of your APS special library contract, simply by signing a full library agreement. Q. Can you let us see the list of titles and artists comprising these special libraries before we decide? A. On request we'll send you condensed catalogues for the APS Commercial Library ($22.50 per month) ; Production Library ($19.50) ; Show Medley Library ($22.50) ; Popular Library ($39.50) ; and Radio Music Library ($47.50). We'll have catalogues on the newest units, a concert library and a novelty library, shortly. Just write for them. Q. Explain how your special discounts work. A. Easy. First, we'll give you 5% for cash-in-advance. That's because these units cost so little that we both save by eliminating monthly billings. Thus, if you wanted our Commercial Library at $22.50 per month for one year, your regular cost on a monthly basis would be $270. Send your check with order for $265.50, and you're paid up in full. Then, there's a 10% discount if you order two or three of these special libraries. Let's say you wanted both Commercial and Radio Music units. Add $22.50 to $47.50 and you get $70 per month — less 10% to bring it to $63. That's $756. per year —less 5%, or $718.20 if you pay in advance and save $37.80. Q. It looks too good to be true. What's the catch? A. None. It's so logical and sensible it's incredible to us that this service hasn't always been available. But it is now! Q. Can you send audition discs? A. To speed things up we've created a single disc with selections from all the APS special libraries. We'll send it on request. Most broadcasters are already familiar with the famous APS quality, however. Q. Your monthly bulletin, "The Needle", is perfect for our sales staff. How many copies can you send us? A. Every APS subscriber — full library or specialized library — may have copies of "The Needle" sent to the members of his sales staff. Just send us a list. Q. We're subscribing to the APS Commercial Library. Do we get the eight half-hour sales meetings and instructions already issued or do we just get one new meeting a month from now on? A. Both. We ship you all eight meetings already released right away . . . the others come along monthly, at no extra cost. Q. What about these APS Christmas shows everybody's talking about? Who gets those? A. The APS jumbo Christmas Program Release — biggest in our history — goes to APS Full Library subscribers only. 22 OCTOBER 1951 55