November 2, 1985 ZZ Top Turning Up The Heat With “Afterburner Story on Page 15 •« V 1 ' H Qf ^ J|| HBl Y C4SH BOX ^THE INTERNATIONAL MUSIC / COIN MACHINE / HOME ENTERTAINMENT WEEKLY VOLUME XLIX — NUMBER 21 — November 2, 1985 C4SHBQ< GUEST EDITORIAL GEORGE ALBERT President and Publisher MARK ALBERT Corporate $$$$ Aid Artists & Promoters — Vice President and General Manager SPENCE BERLAND Manufacturer’s Next? Vice President By Rip Pelley J.B. CARMICLE Vice President Many years have passed since the American consumer tuned in the with major music stars. Many potential sponsors are still fence sitting DAVID ADELSON radio to laugh at a young comic who identified himself as “Bob because of the usual expensive fees inherent with these type of Managing Editor Pepsodent Hope." While Hope’s middle name may have changed from programs. Although these fees are usually justified, most advertisers ROBERT LONG "Pepsodent" to “Texaco,” consumers have never changed their cannot afford the high ticket sponsorship. willingness to identify products with the celebrities In fill the void for these of companies, record Director Black/Urban Marketing who endorse them. order to types Currently, the advertising industry, facing manufacturer’s can tap these organization’s JIMI FOX audience slippage and fragmentation in network products and retail outlets for use in national and Director Media Communications television advertising, has turned to event local new release campaigns. In turn, the Research sponsorship and targeted consumer marketing advertiser can participate in the airtime generated KEITH ALBERT, Manager campaigns to further reach today's mobile by these promotions, as well as potential DARRYL LINDSEY RON ROSENTHAL consumer. As an example, Chevrolet, who exposure through retail record outlets. STEVEN ZAP enjoyed a banner year in 1984, recently shifted As an example. Advanced Marketing recently JEFFERY PLATT $54 million away from the networks to take created a promotion for a Paul Young concert Los Angeles Editorial advantage of new targeted marketing mediums. appearance in Los Angeles. Haagen Dazs Ice PETER HOLDEN While some of these programs include sports, Cream Shoppes donated $500 in gift certificates GREGORY DOBRIN local government and tie-ins, for radio 2’ 3’ Paul PETER BERK dealer many a giveaway and placed a x STEPHEN PADGETT incorporate the artists and media of today's music Young Poster, sniped with concert & LP infor- NADEEN TOOMEY industry. mation, in all 40 greater Los Angeles retail outlets. New York Editorial Event sponsorship in the music industry had Columbia Records provided 60,000 $1 off cou- LEE JESKE, Bureau Chief its beginnings with the two to three day music pons on the LP that were given away in the ice PAUL IORIQ festivals. As the sponsorship dollars provided the cream stores and were redeemable at all Southern Editorial/Research Nashville extra edge to those promoters in protecting their California Music Plus stores. While a normal ticket BYRON Rip Pelley is president of Advanced C. WYNKOOP profit margins, many venues and promoters have and album giveaway might have generated $7,500 WILLIAM R, FISHER Marketing, an independent event since followed suit and are offering advertisers in airtime, the added punch of gift certificates and marketing promotion organization PUBLICATION OFFICES "presents" status in their concert advertising, and discount coupons increased the promotion value NEW YORK venue signage and printed tickets. Today most based in Tarzana, California. He is a to $20,000. Additionally, the added impressions 330 W. 58th Street. (Suite 5D) concert promoters have year long agreements thirteen year veteran of the music of people per store per week benefitted both New York NY .10019 3,000 Phone: (212) 586-2640 with sponsors for a concert series program. To industry. the label and promoter and put the final touches Cable Address Cash Box NY date, the primary sponsors of these type of on what could have been a typical album/ticket Circulation NINA TREGUB. Manager programs have been the beer and automobile companies. promotion. Over the last several years, many advertisers have tapped While the above mentioned contest ran in one market, these types HOLLYWOOD the recording industry talent base for use in commercial endorsements. of promotions can be used in conjunction with a national concert tour. 6363 Sunset Blvd. (Suite 930) Hollywood CA 90028 Last year’s Olympic athletic shoe commercial, “I Love LA," by Randy Since many record companies make "courtesy" advertising buys in Phone (213) 464-8241 Newman, commanded as much discussion as the Olympic’s themselves. cities where their major acts are appearing, these promotions could TELEX 6711051 CASBX UW Recent motor scooter ads featured Devo, Grace Jones and Adam Ant; be substituted and be more effective and less costly than the purchase NASHVILLE beer companies have used Eddie Rabbitt, The Who, and Kool & the of spots. Additionally, similar promotions tying in a major artist’s release 21 Music Circle East, Nashville TN 37203 Gang to sell their product, and a major clothing manufacturer inked with corporate prizes could generate over $250,000 worth of media Phone. (615) 244-2898 Elton John to a long term agreement. time in 20 markets. And, with the added punch of an advertisers retail CHICAGO Tour CAMILLE OOMPASIO. Com Machine. Mgr. sponsorships have enjoyed equal success, with alcoholic outlets, cross merchandising campaigns could offer incredible 1442 S 61si Ave. Cicero IL 60650 beverage companies retaining Phil Collins, Fleetwood Mac, Toto, and exposure for a record manufacturer’s product. Phone (312) 863-7440 Chicago, while the automobile companies have sponsored the tours Certainly this is only one area in which the recording industry could WASHINGTON, D C. of Rick Springfield, Hall & Oates, The Beach Boys and Linda Ronstadt. be involved in corporate tie-in promotions. With escalating costs in EARL B. ABRAMS The now famous Michael Jackson sponsorship along with Lionel Richie, music video production, advertisers subsidies could hold down that 3518 N. Utah St.. Duran Duran, Rod Stewart line. Arlington VA 22207 and Julio Iglesias have skyrocketed brand bottom Phone: (703) 243-5664 awareness and sales for soda pop manufacturers. Regardless of the future direction of corporate sponsorships and GENERAL COUNSEL With the onslaught of major tour sponsorships and MTV as a major promotions tied to the music industry, they provide an excellent GITTLER & WEXLER media outlet, advertisers have realized the advantages of association opportunity to expose product without the expense. GREGG J. GITTLER GARY A. WEXLER MIGUEL SMIRNOFF fj, rector ol South American Operations “ARGENTINA - MIGUEL SMIRNOFF TOP POP DEBUTS Lavalle 1569, Pico 4. Of 405 1048 Buenos Aires, Argentina 49 SMALL TOWN — John Cougar Mellencamp — Riva Phone: 45-6948 SINGLES AUSTRALIA - ALLAN WEBSTER 37 Shelley Street 84 LISTEN LIKE THIEVES — INXS — Atlantic Elwood. Australia ALBUMS Phone 0305315026 BRAZIL - CHRISTOPHER PICKARD Av Borges de Mederios, 2475 Apt 503, Lagoa Rio de Janiero. Brazil POP SINGLE POP /4LBUM Phone 294-8197 CANADA — GRANT LAWRENCE PART-TIME LOVER WINNER’S MIAMI VICE 173 Alfred St Stevie Wonder Original Soundtrack Kingston. Ontario MCA Records Canada K7L 3R8 #1 Tamla/Motown CIRCLE #1 549-2119 (613) research from ITALY - MARIO DE LUIGI Cash Box "Musica e Dischi” Via De Amicis.47 B/C SINGLE both radio and retail activity B/C/4LBUM 201233 Milan, Italy Phone: (902) 839-18-37/832-79-37 indicates the following ROCK ME TONIGHT SAITO PART-TIME LOVER JAPAN — Adv. Mgr . SAOHIO record exhibits Stevie Wonder Freddie Jackson Editorial Mgr . KOZO OTSUKA | 3rd Floor of Ch'uo-Tatemono oldg #1 Tamla/Motown Top Ten potential. #: Capitol 2-chome. 11-1, Shinbashi, Minato-ku. Tokyo Japan, 105 Phone 504-1651 UNITED KINGDOM — CHRISSY ILEY COUNTRY SINGLE COUNTRY /4LBUM 54A Cambridge Gardens London W10 England Phone: 01-960-2736 SOME FOOLS NEVER LEARN GREATEST HITS VOL. 2 HILARY 1 BRIGHT Steve Wariner s Ronnie Milsap Flat 3, 162 Bethune Road L #1 i- MCA Records #] RCA London N16 5DS England Phone: 01-809-1067 JAZZ MUSIC VIDEO SAVING ALL MY CASH BOX (ISSN 0008-7289) is published weekly SKIN DIVE FOR YOU except Christmas week by Cash Box. 330 W 58th Michael Franks LOVE Whitney Houston Street. New York. N Y. 10019 for $125.00 per year #1L Warner Bros. #1 [ Second class postage paid at New York, N Y and Arista additional mailing offices. ®Copyright 1985 by the Cash Box Publishing Co., Inc. All rights reserved 2” Copyright under Universal Copyright Convention. COMPACT DISC 1 SINGLE POSTMASTER: Send address changes to Cash Box, 330 W. 58th Street, New York, N Y. 10019 BROTHERS IN ARMS THE SHOW/LA-DI-DA-DI Dire Straits Doug E. Fresh and the Get Frest #1L #1 Warner Bros. Crew Reality/Danya/Fantasy ) THE CASH BOX TOP 100 SINGLES CHART IS BASED ON A COMBINATION OF RADIO AIRPLAY AND ACTUAL PIECES SOLO AT RETAIL STORES. November 2, 1985 Weeks Weeks Weeks On On On 10/26 Chart 10/26 Chart 10/26 Chart (PART-TIME LOVER ©WRAP HER UP 66 BORN IN EAST L.A. STEVIE WONDER (Tamla/Motown 1808TF) 3 9 ELTON JOHN (Geffen 7-28873) 49 2 CHEECH & CHONG (MCA 52655) 54 7 © THE NIGHT IS STILL ® THE OAK TREE W (Warner Bros. 7-28899) 4 © “MIAMI VICE” THEME YOUNG MORRIS DAY 73 JAN HAMMER (MCA 52666) 4 9 BILLY JOEL (Columbia 38-85657) 40 5 © TEARS ARE FALLING KISS (Mercury 884 141-7) 75 3 3 TAKE ON ME 37 LONELY OL’ NIGHT JOHN COUGAR MELLENCAMP A-HA (Warner Bros. 7-29011) 1 IS 69 TONIGHT ITS YOU (Riva/PolyGram 880 984-7) 16 12 CHEAP TRICK (Epic 34-05431)