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was
borned
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witnland
I'm mild, satisfying and I taste like a cigarette should. I was reared in the most exciting sales market on the Eastern seaboard — right under the noses of sophisticated New York advertising men (and that's where a good cigarette should be.)
Witnland is rich not only in bright tobacco but in unharnessed purchasing power. Now Eastern North Carolina has a 316.000 watt NBC affiliate to boot. Add Grade A service to the mighty Marine Bases at Cherry Point and Camp Le Jeune for good measure. Transmitter at Grifton, N. C. Studios and offices at Washington, N. C.
witn
channel
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serving eastern north Carolina transmitter at grifton, n. c. studios 4 offices at Washington, n. c. 316, 000 .watts headley-reed co. , rep.
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are some figures, which seem to me to make a point or two: 1,123 radio stations subscribe to RCA Victor's Popular Album Service.
502 radio stations subscribe to RCA Victor's Jazz Album Service.
1,008 radio stations subscribe to Columbia Records' Popular Album Service.
489 radio stations subscribe to Decca's Popular Album Service.
Point one these figures make, in my opinion, is that certainly more than 1,000 radio stations disagree with Mr. Wax.
This, of course, is not to insinuate that WALL isn't a highly successful station. It very well could be (and probably is). This, also of course, is not to be taken as a free advertisement for the record company album services. But I strongly suspect that Jerry Wax, and possibly hundreds of program men around the country haven't really studied the record company album services objectively. Let's take RCA Victor's as an example:
A station subscribing to the Popular Album service of this disk manufacturer gets 72 albums per year, made by such performers as Perry Como, Eddie Fisher, Kay Starr, Tony Martin, Elvis Presley, to name just a few. With every album shipped to the station go many programing tips, ready reference labels, and other such aids. At least two program scripts are also provided each month. These scripts are generally divided into four segments so that they may be used as a full hour program, two half-hour shows or four fifteenminute segments.
In addition to the 72 albums sent subscribers as a fixed part of the service, RCA Victor also sends subscribers bonus albums throughout the year. For example, last year the Benny Goodman Limited Edition album, which retailed for $24.95 was sent out as a bonus album in the Victor service. The price to the station of the RCA Victor Popular Album service is $40 per year. Even discounting such bonus albums as the Benny Goodman package just mentioned, this comes to just a little more than 50^ per package, for merchandise which lists at a minimum of $4.98 per package.
The Columbia, Decca, Capitol, Mercury, MGM, Coral and other major record company package services are just about as excellent a value as is the RCA Victor service. And for that matter so are the many fine transcribed library services. Our basic point is that radio music shows, which will build the largest audiences for advertisers, are those based on the most intelligent usage of all the music currently available. And of that music, these days, a tremendous amount of the very best is in record company package services. * * *
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