Sponsor (July-Dec 1951)

thought something should be done to promote safe driving. Their idea was that Baukhage Talking, a MBS co-op commentary, would make an excellent program for a safety campaign tied in with material from the National Safety Council itself. The station approached civic-minded business firms in the community, including a cab company, auto dealers, insurance firms, finance and loan companies. Fifteen of them were sold on the idea. Now Baukhage Talking carries the safety message for them five nights a week. Each night three advertisers are mentioned as making the program possible in conjunction with the Safety Council. Each advertiser presents one safety commercial, and pays only onethird the cost of each individual program (talent fee is only $5 weekly). This plans allows 15 firms to participate in a worthwhile campaign. * * * Briefly . . . Duncan McColl, KOA, Denver, sales manager, is well pleased with one-announcement returns from Lora Price's The KOA Home Forum. Miss Price's single mention of a young mother's Fan response gratifies KOA's Price, McColl need of clothes for a third baby due momentarily brought blankets, diapers, dresses, everything a baby might need plus hundreds of lettered offers, all from this one-time request. * * * An ideal direct mail tool is the Timebuyers Register, a new semi-annual service publication put out by the Executives' Radio-TV Service, Larchmont, New York. The book contains the names and addresses of over 1,000 agency timebuyers and over 2,000 national and regional accounts for which they buy time. * * * Advertisement HERE' THE NEEDLE! Vice Pres. Gen'l Mgr. Associated Program Service 151 W. 46th, N. Y. 19 ii^kidydyMiiminiiiwii Greetings and Salutations . . . ... at year's end, to all our subscribers and other good friends ... to the dozens of broadcasters who've told us: "Ask anybody to call us — we'll tell 'em what a grand service you've got!" . . . to the officers and members of the many state broadcasters' associations who have invited us, past-present-and-future, to work with them ... to our many helpful informants in the retail and economic fields for invaluable help in making "The Needle*' an unparalleled source of selling inspiration for radio salesmen ... to our newest subscribers: WCAU-TV, Philadelphia; WMC-TV, Memphis ; KING-TV, Seattle ; WSAZTV, Huntington, W. Va.; WCUE, Akron; WKBO, Harrisburg, Pa.; KFJZ, Ft. Worth; KIEM-KRED, Eureka, Cal. ; WSOO, Sault Ste. Marie; KATE, Albert Lea; KXL, Portland . . . to some nice folks in our own field, like Milt Blink and Alex Sherwood of Standard; Nat Donato of C. P. MacGregor; Jim Davis and Hank Gillespie of Thesaurus; Cy and Johnny Langlois of Lang Worth; Cliff Ogden of Capitol . . . and others! What the APS Release Looks Like Every month each APS lull library subscriber-station (and many subscribers to the special small libraries, too) receive a big carton of fresh new broadcast material. A glance at the release for January '52 will give you a good idea of what this package contains. First, there are seven discs . . . six containing music and one containing Mitch's transcribed sales meeting (No. 11), titled "Facing Competition from Television." Eight outstanding artists are featured, all of them adding to the already deep list of selections under their names in the APS catalog. There's Glenn Osser and His Orchestra . . . the Ted Dale Strings . . . Al Goodman and His Orchestra . . . Vic Damone . . . Mindy Carson . . . Buddy Weed . . . George Wright at the N. Y. Paramount Organ . . . and the Hank D'Amico Sextette. Five categories of music are covered in this release: Light and Popular Concert (we also call it "Radio Music") . . . Popular Vocal . . . Novelty-Instrumental . . . Piano Solo . . . and Organ Solo. What about the music itself? It covers an astounding variety of tastes, of standard and contemporary titles. There are 47 different selections, and here's a partial cross-section: By Goodman; Waltzes from "Der Rosenkavalier" . . . Hora Staccato . . . Fantasie . . . Impromptu in C Sharp Minor, Op 66. By Glenn Osser ; Slow Poke . . . Another Autumn (from the new hit musical "Paint Your Wagon") . . . It's All Over But the Memories. By Ted Dale ; Penthouse Serenade . . . Canto Indio . . . Play, Fiddle, Play ... La Rosita. By Damone; I Could Write A Book . . . The Birth of the Blues. By Mindy Carson; I'll Remember April . . . Many Happy Returns of the Day . . . Gee, But You're Swell. By George Wright; Star Dust ... My Gal Sal . . . Falling in Love With Love . . . If I Love Again. By Buddy Weed ; The Dancer . . . Ballerina's Dream. Is this a special release? Nope. The APS December package was just as large (all our releases contain seven discs) and featured Ralph Flanagan and His Orchestra . . . Dick Jurgens and His Orchestra . . . Denny Vaughan and His Orchestra (also featuring selections from "Paint Your Wagon") . . . Kay Armen . . . Edward Linzel in sacred instrumental organ selections . . . the Westminster Choir . . . Earl Sheldon and His Orchestra . . . and the Satisfies. The December transcribed sales meeting: "Creative Radio Selling." This Music Business . . . ... is no simple matter, if you take it seriously and approach it conscientiously. It's easy to "fake" a monthly library release ... or a whole library, for that matter. "Unknowns" will work for scale, and there are plenty of "big names" around who will knock out a few selections for a fast buck. But you can't program that kind of junk, and most of it comes along on free phonograph records (drat 'em!) anyhow. Building a library and keeping it fresh and useful and sparkling with new releases is a planned, long-range project and we thank our lucky stars at APS that a master like Andy Wiswell is available to do our planning in this field. Nobody in our industry can touch 31 DECEMBER 1951 55