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Farm Homes in the Del.-Md. "Broiler Belt" Have Extra Buying Power
»$ 15,000 income per farm family indicated in Sussex County
The Only
Sure Way to Reach and Sell Them is
WJWL
Georgetown, Del.
1000 watts 900 kc
• The Only interference-free coverage in the area
• The Only daily advertising medium in the area
• The Only top-interest farm home programming in the area
ROLLINS BROADCASTINC, INC.
National Sales Mgr. : Graeme Zimmer
New York Office: 565 Fifth Ave., EL 5-1515
Chicago: 6205 S. Cottage Crove Ave., NO 7-4124
by Joe Csida
Record services: Is there virtue in volume?
Last time out on the music programing theme we presented a forceful letter from Jack Ellsworth, program director of Suffolk Broadcasting Corp. Jack gave a number of reasons for his own belief that most radio music programing was pretty shabby and dull, and among other points, extolled the utilization of record packages (formerly known as albums) as a means of achieving the kind of music shows, which would win and hold maximum audiences. Before and immediately after Jack's letter, a number of readers wrote, some agreeing with Jack's position, and some strongly dissenting. Among the dissenters, whom we this week give more or less equal time, was Jerry Wax, program director of WALL, Middletown, New York.
The most pertinent portions of Jerry's letter say:
"No alert radio station would argue with Mr. Ellsworth's plea for original and varied programing of recorded music, but the logical conclusion to be drawn from his high standards of programing is certainly not to subscribe to record company 'packages.' How can a station possibly exercise originality and variety in programing if it does not have access to every new record that is made?
"WALL's experience with packaged record services is that we receive only what the record companies or distributors want us to plug and we have had to reject fully 2/3 of the packages if we want to use our own program judgment. On this basis we find it more economical to buy the records we want, rather than to subscribe to a lot of stuff we don't want in our library.
"On the other hand, we welcome the entire output of all record companies — free. If, in our d. j. editorial judgment, one record in four is found playable, the record company is well compensated for its cost. There is also the point that there are so many record companies in existence at this time that I would hate to be on the board of directors that chooses the companies to be paid and those that aren't, since the line would have to be drawn somewhere. It would seem to me that for the amount of money these different record companies spend on radio to sell their product, they are very well compensated by a free record service, judging from the national sales figures on recordings."
In the past several months, I have been carefully investigating the record company side of this whole question. Here (Please turn to page 68)
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