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August 30, 1968 Mr. Raymond Shirley Director Department of Radio Services the University of Tennessee 14 Ayres Hall Knoxville, Tennessee 37916 Dear Mr. Shirley: I received your letter of the 28th this morning and want to answer immediately. I am sure I do not have all the solutions to your questions, but let me try. First, let me say that you are surely not alone in your con¬ cerns about doing anything dramatic in the way of changing an image that has been intelligently and carefully built over a period of years. Marjorie Newman, Manager of WFSU-FM in Tallahassee wrote to me recently and expressed the identical thought. X think her answer, which I quote in part, is similar to your own: "As is probably the case with many educational radio stations, we have on the basis of past programming built up an audience that is sophisticated, well- educated and in middle to higher income brackets. This has been a barrier to our broadcasting programs intended directly for the disadvantaged. I feel that unless we devote a sizable portion of our broadcast day to this group we could not interest it in listening to FM even if sets were available. We have therefore aimed our productions at the audience we know listens, hoping to promote action on its part since many of these listeners are in positions in the community in which it is possible to do so." "Success" is a relative term and neither you nor I will ever really know the full extent to which other FM stations are achieving it in their programs by, for or about the Disadvantaged. I can say that some of these stations report positive reception to their pro¬ grams (word-of-mouth, letter, telephone and press coverage); but none of these stations can afford much formal audience research and are obliged to rely on these admittedly old-fashioned methods. It is fair to at least say that their communities are responding (and it isn't all positive) in several ways; the stations are enthusiastic