Sponsor (May-Aug 1957)

SPOT RADIO . . . continued However, il your product reall) has cable outstanding sales points, then a straight sell, demonstration approach will prdbabl) l>c a much safer course than taking a chance on humor which can backfire easily. Program Services Q. Is the continuing boom in spot radio reflected in the radio program services? A. All the packaging firms report sizeable gains in business volume this year. RCA Thesaurus reports business is nearly 300% greater so far this year than last. Stations that have bought hardly anything in the line of recorded programing since 1952 are coming back as customers, according to the packagers, along with the new stations corning on the air for the first time this year. Programing of all companies is going into new markets, and is being sold to many powerhouse stations. World Broadcasting System's new promotional game, Sound-O, is already on more than 1,000 stations. RCA Thesaurus' Lawrence Welk package is in about 135 markets, many of them top markets such as Chicago and Dallas. Sponsors of recorded programs represent a broad base of products; some national clients are coming in. Q. What are some ot the new programs offered this fall? A. World Broadcasting System: Sound-O. a radio sound effects game designed to serve as both a merchan dising and programing feature: can be used as an hour show, a half-hour show, or as all day spot promotion. • RCA Thesaurus: Champagne Music of Lawrence Well,. / Rem cm her When, a half-hour musical stanza starring Paul Whiteman. Great Moments in Sports, series of 52 open-end 15 minute transcriptions. Quickie Tunes, for well-timed program closings. • Ham S. Goodman: Car Counsellor, especiallv for auto dealer or similar sponsorship; consists of 156 riveminufe shows of interest to motorists I when to change oil, safety tips). Tex and Jinx, capsule interviews available in strips of six 10-minute shows or three 15-minute shows weeklv. Opinions Unlimited. 15-minute news commentaries featuring H. R. Baukhage, H. \ . Kaltenborn and John McVaine. • Charles Michelson: Life Can Be Beautiful, also other soap operas. The Clock. Famous jury Trials. • Sesac. Transcribed Library, packages for such specialized musical programing formats as folk music, band music, polkas, classical, religious, Spanish. Hawaiian, etc. These packages (especially band and classical I are also selling to tv stations as background music or as themes for feature film. No open end transcribed shows. • Lang-Worth Feature Programs, Inc. In the station service area, this firm offers Airlifts, jingles for time, weather, station promotion, sound effects and musical intros. • Standard Radio Transcription Services of Chicago: Laurence Welk Library, collection of 212 Welk renditions with Welk voice tracks. Shorty Tunes for special broadcasting needs, all instrumental. Also libraries of transcribed music and sound effects. Q. Are any new trends developing in type of transcribed programing? A. The increased sales reported by World. Goodman. RCA Thesaurus and Michelson is attributed by them to a growing interest among stations and clients in "talk" programs as a change from the music-and-news formats. "As tv is beginning to lean more heavily on music for programing. " said Harry Goodman, "radio seems to be turning more to drama." If such a trend is starting, then radio would be on the way toward completing a full cycle in programing concept. If this is the start of a trend, what lies behind it? "Some national agencies and clients." said Don Ash of RCA Thesaurus, "seem to feel they're not getting full impact from announce ments within d.j. formats and are beginning to think in terms of open-end shows for importance and identification." Perhaps this is reflected in a small way by the comment by one timebuyer in sponsor's spot radio survey. As a suggestion on what is needed to sell nighttime radio, he noted: "Better programing, also in davtime. One show is like another if they're all music-and-news." Q. Are any trends developing in timing of program e.t.'s? A. Nighttime radio is getting a break with a lot of this programing. As was previously mentioned. m\ sterv and ad CUSTOMERS FOR 9* PER THOUSAND 5.000 WATTS DEfender 5-1600 156 TV AND RADIO BASK