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The differential promotion of records serves to sensitize Top 40 programmers to the names of certain songs and artists. Heavily promoted records are publicized long before their release through full-page adver- tisements in industry trade papers, special mailings, and personal appearances by the recordings’ artists. The program director is made familiar with the record long before he receives it. It is "expected" to be a hit. In this way, though radio stations receive records gratis, anticipation and "demand" for selected releases are created. Many mem- bers of the record industry believe advance promotion to be a necessary, if not sufficient, filtering mechanism. Recent examples of records whose airplay and sales were preceded by the successful employment of these techniques are those by the Monkees, the Cowsills, and Jimi Hendrix.
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