Word: short
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Dates: during 1940-1949
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...Short and Sweet...
Since the transaction, WBMS has gone toward the black--and, in the opinion of many of its listeners, gone downhill as well. Its programs rely heavily on the playing of short, and often inferior Rombergish selections, and are surfeited with mediocre commercials. Longer symphonic works mean less space for commercial plugs, and have therefore dropped to second place in programming. Listener reaction has been sharp: "The trouble is," says Program Director John Thornton, "that people expect a lot, and give nothing in return. When the Endowment Series was discontinued, we received over a thousand letters from our listeners...
...Seventh and the Leonora Overture. Together they last about an hour; but that leaves room for only one spot commercial, between the two works. We can't put spots between movements; it's not fair to the listener." The result has been an increase in 15-minute programs, with short pieces and a spot between each one. This policy is doubly attractive to prospective advertisers, who would rather sponsor semi-popular music than more serious works...
...smaller numbers; but WQXR has a potential listening audience three times that of WBMS, and in addition is partially subsidized by the New York Times. Taking its condition into account, however, WBMS could still make some improvement. A sizable portion of "The World's Most Beautiful Music" is short enough to conform to the dictates of radio business policy. Not many Mozart or Haydn symphonies, for example, are over 20 minutes in length. High standards need not be prostituted to economics...
...Blasio, never a defensive standout last fall, was a pain in the Red backfield all afternoon. He stopped Red ball carriers short of the line of scrimmage seven times, for a grand total of 51 yards. He was thus personally responsible for as much lost yardage as the whole Red team could gain in 60 minutes of football...