Word: wbms
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Boston's Radio Station WBMS announced an eloquent addition to its staff: James M. Curley, 77, four-time Boston mayor, sometime Massachusetts governor, congressman and convict (using the mails to defraud). Curley's contract specifies that he may talk about anything during his hour-long program, three times a week, but must not be called a "disk jockey...
...good music station in their city was dead. They gave up too easily. Two commercial stations are shifting their emphasis to classical music and one new FM station is entirely devoted to classic. These stations have developed new approaches to the advertising problem, the challenge which defeated WBMS...
WCRB, an AM station in Waltham, plans a different procedure to support classical music broadcasts. Manager Deuel Richardson and Ted Jones thought that conventional advertising would not finance the fourteen hours a week of classical music they were planning to program. Consequently they obtained an old list of WBMS patrons and sent out appeals for $3.00 subscriptions. They felt that listeners would subscribe to a series of all music programs just as they subscribed to a magazine. By last Sunday the number of subscribers reached eight hundred and WCRB's first Concert Hour went on the air. If the subscription...
...made the greatest change in advertising policy. In WXHR, there is only one and a half minutes of sales talk for every hour of music. Remembering the reaction to WBMS' ads, Thornton refuses all singing commercials and high pressure selling. He also refuses ads for cheap products and mail order deals. As Thornton puts it, "It's rather incongruous to ballyhoo pocket adding machines in a a leatherette case to an audience that has just finished listening to Brahms." Many of the commercials are written by Thornton himself, and they all stress product quality and prestige. WXHR has also changed...
Improved advertising technique is not the only difference between WXHR and its predecessor. Where WBMS operated on the AM band, WXHR uses Frequency Modulation, which is static free and has a greater tone range. Moreover, WXHR is on the air during the evening from five to eleven o'clock. This means that WXHR has a wider "good music" audience than WBMS which was required to signoff at sundown and therefore was limited to the housewife group. Thornton also feels that FM listeners are more progressive and intelligent, and that night time FM can become a possible competitor to television...