Steve Green BeBe and CeCe Winans

Sparrow presi- dent Billy Ray Heam, lefty E presents John -_O1 Michael Talbot with a plaque (g. L for a million ó records sold in Fi the U.S.

Year -Long Programs Geared At Holding Price Line SPARROW RECORDS: 10th Anniversary Brings New Luster To Roster Of Largest Gospel Independent

By PAUL BAKER vice president of marketing. "More than 800 stores are par- that they would be upping their prices as well. "Our compa- ticipating in a current promotion campaign for the Green ny is built on long -lasting catalog. In fact, it's 65% of our It has been a year -long celebration at the Sparrow album, which sells at $6.49. Re- orders are coming in hot business. It's not fair to charge $9.98 for catalog." Corp., the Chatsworth, Calif. -based company headed and heavy." 'We feel that the consumer responds to lower prices on by the contemporary Christian music pioneer Billy Ray Most of Sparrow's marketing campaigns over the past hit product," says Bill Hearn. 'We are very committed to Hearn, which has been celebrating the conclusion of their year have centered around the 10th anniversary of the com- giving the consumer more for his money. The consistent first decade. And they have every reason to celebrate. Spar- pany. The year was kicked off with the "Savings of the De- programs in our 10th year have shown our commitment to row is now the largest independent gospel record company. cade" promotion, offering a `Buy two, get two free" strate- that. Everything we've done this year has been to make a What started as a predominantly contemporary recording gy. Using the coupons (normally "Buy four, get one free ") bold statement to us, the dealer, and the customer, that outlet in 1976 has developed into a very diverse company. which have been the standard discounting method used we're concerned with the prices of records in general. That's Mists on Sparrow, Birdwing and the distributed labels per- within gospel music, Sparrow doubled the redemptive value why we've been loss -leading the best sellers. We feel that form inspirational, rock, pop, r &b and jazz gospel music. of the coupons on their 15 best-selling cassettes. 'We gave that in turn will create additional catalog sales at full list." The Protestant/Catholic barriers in gospel came tumbling the customer one more free out of the rack as an additional Sparrow's affiliation with Capitol for the distribution of down when Sparrow successfully introduced and marketed bonus," Bill explains. 'We gave extra discounts to our deal- Sparrow product in the general market has been well re- the music of Franciscan John Michael Talbot. Sales of his ers, so they could pass the savings on. We got tremendous, ceived. "Capitol has really done a great deal to improve our records and tapes have neared an aggregate of two million measurable results, with a great increase in coupon redemp- sales in the secular marketplace," Heam explains. "In the units. The catalog of children's music began practically at tion." past, secular sales have amounted to about 9% of our busi- Day One for Sparrow's subsidiary Birdwing label, with 'The Next came the "Sounds of Summer From Sparrow," ness. They have increased to 15 %. That didn't mean a re- Music Machine" by Candle, the first of the popular Agape - which offered a choice of one of two sampler cassettes for duction in our Christian bookstore sales. There was just that land series. It has since achieved platinum status. Another of $2.49 with the purchase of any of the 15 best -selling cas- much more going into the mainstream marketplace and the series, `Bullfrogs And Butterflies," has also been recog- settes for a special $7.49 price. Billed as `Buy two for less selling through, thanks to Capitol's help." Hearn also attri- nized as a gold album. than 10," the promotion came at the same time that price butes the increased secular market sales to the signing of The next major seller for Sparrow is inspirational artist increases to $9.98 retail were being announced by some of pop r &b vocalist Deniece Williams, the development of the Steve Green's new release, "For God And God Alone," Sparrow's competitors. contemporary instrumental Meadowlark label, and the which recently pre-pubbed 193,000 copies -"billable, com- Sparrow has stood firm against the $9.98 across -the- mainstream acceptance of rock artists Steve Taylor and Rez. missionable, bookstore sales " its first week on the mar- -in board retail price hike, initiated by Word and Light for all Another of Sparrow's notable price slashes involved the ket. but black gospel product, and for limited, big -name product shaving of $3 off the retail price of the Agapeland musicals "Steve's album is backed by the biggest marketing pro- from the Benson Co. 'We don't believe it's the right thing to to $5.98 in 1985, in celebration of Agapeland's 10th anni- gram in our history," says the younger Heam, Bill, senior do right now," the Heams both stated in response to rumors (Continued on page G -19)

Sparrow's Billy Ray Hearn, Deniece Williams, Gateway Billy Ray Hearn, center, presents first of two checks to- From left. WhiteHeart manager Randy Moore, group's Music's Brad Westering, Sparrow's Bill Hearn. talling $800100 for world hunger relief to Compassion Gordon Kennedy, Mark Gersmehl, Gary Lunn, Billy Int'l's Elmer T. Olsen, left, & Wallace H. Erickson. Smiley, Chris McHugh, and Billy Ray Heam. G-6 BILLBOARD OCTOBER 11, 1986 www.americanradiohistory.com