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Milwaukee's
here's why:
"the voice of the
BRAVES"
(the Milwaukee Braves games are not televised)
mrfm
all-star programming
Milwaukee's
Most Powerful
Independent
24 hours
of music
news, sports
ftovr
5000
vr&tte
lowest cost per thousand
HUGH BOICE, JR. Gtn Mgr.
HEADLEY-REED,
Notional Rep.
ffllF
Lawrence W. R«iimc/«
V.p., operations manager RCA Victor Record Division, New York
"Judging from m\ barber. I'd saj the record business just lias to continue growing," Lam Kanaga. RCA Victor's new operations manager, told SPONSOR.
"People who love music will do almost anything for it. Just recently my barber told me how much business he's been losing because of the Saturday opera broadcasts. His Saturday trade's been going to the competition because they want to hear the ball games. But, as he puts it. 'If they're in mj shop, the) gonna listen to opera .
Kanaga, who original!) started out w i t li an agency, came into the record business via Montgomery \\ ard and the San Francisco Hale Brother Department Stores.
"Essentially, I'm a merchandising man. -a\s he. "And with the new low pi ices of l.p. albums, mass-marketing techniques are more and more vital to sales. A record might sell anywhere from 4,000 to over a million copies — and that's a mass market. Now take t\. \\e\e been experimenting with it for the past three years, but we've never used it as extensiveh as during the past season."
Through Grey Advertising. RCA \ ictoi has participated in such NBC spectaculars as Peter Pan, which produced outstanding sales for RCA's Peter I'an album. RC \ claims the biggest (bunk of record industn sales i estimated at $225 million for the over-all industry in 1954). The firm's advertising budget for ll)r>r> breaks down tin way: 50$ in print; 25$ in radio-tv; 25$ in -airpromotion.
"We've used spot radio and i\ Foi such things as promoting show albums. Our distributors n-< the air media to push certain numbers," continued Kanaga. "In network t\ we usuall) spread the commercials ovei several ol oui L2 to 1<> monthl) album reIt ases.
Some 78$ ol the sales are in the new -peed i 33 and 45's). The split between new pop tunc and classical music depend mainl) upon recommendations from the artists and repertoire department. \ born diplomat. Kanaga claims to enjo) both types of music equally, but admit that hi teen-age bo) and girl in Westport, Conn., have -neb an uncompromising attitude about music that he's ^<>t three phonographs in the bouse. * * *
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SPONSOR