Word: drakes
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Dates: during 1960-1969
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Plastic Voices. Understandably, with such a lucrative thing going, Drake tries to be as mysterious as possible about his technique. The basic rule is summed up by the promotion jingle of several of his clients - "Much More Music...
...time when most U.S. rock jockeys are screaming egomaniacs, Drake advises his stations to end the cult of nonstop talkers. Even Murray the K, the nation's best known jock, was forced out shortly after Drake's firm moved in at WOR-FM in Manhattan. Murray, noting his "plastic-voiced" successors and their less adventurous choice of records, predicted disaster for Drake. But in the eleven months since, Drake has doubled the ratings and put money-losing WOR-FM in the black...
Once new jocks are hired, they are drilled for a couple of months in the Drake style. The big idea is to unclutter and speed up the pace. The next recording is introduced during the fadeout of the last one. Singing station identifications, which sometimes run at oratorio length elsewhere, are chopped to H seconds on Drake stations. Commercials are reduced to 13 minutes, 40 seconds an hour-about one-third less than the U.S. average. Newscasts are scheduled at unconventional times, such as 20 minutes after the hour. Thus, when the competition is carrying news, Drake-trained deejays...
Motel Checks. Since, according to a Drake survey, 47% of the listeners twist the station dial if they don't like a tune, he considers music selection one of his key services. He, his record librarian, or a panel of 24 proteges at his stations around the country audition virtually every new U.S. release. Then, by weekly phone call, he discusses with each station what new "hit-bounds" to add to the repertory and what "golden oldies" to revive...
...Drake's musical suggestions, he admits, are not necessarily "in a bag I personally dig"; they are based on studies of record sales and individual markets...