Durium Junior

That people will listen to advertising talk sandwiched in between music or other entertainment is the theory upon which all radio advertising is based. A variant of this appeared last week when Durium Products Corp., makers of "Hit-of-the-Week" phonograph records, announced that this month they would issue, in the same envelope, a four-in. disc containing music and advertising matter. Name of this new medium is "Durium Junior." For more than two years Durium Products has been selling flexible, shatterproof, one-side recordings of popular tunes, on news and cigar stands. Peak sales have reached 500,000 weekly, at 15-c- per disc; but the average is about 200,000. Formerly these tenin. discs played for only three min.; now, through a new "micro-channel" process (more grooves), introduced three or four months ago, they play for five min. The Durium Junior will play for one and one-half min. Durium Products claims there will be no waste circulation: people who buy the Hit-of-the-Week will play the Durium Junior as well, listen to its sales-talk and music in the place where every advertiser longs to make himself heard--the home. First Junior advertisers are College Humor and Red Book.

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