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TWO AGENCY MEN CHARGE .
Broaden Scope Of Programming
Agency owner Gans and Ayer's Heston
examine various fm areas — program
content and titles, commercials and promotion
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Joe Gans, head of his own New York radio-tv agency and one of the most consistent national buyers of fm, urges remedial improvements.
Like the weather, everybody talks about fm, but nobody or almost nobody, does anything about it. I am by no means trying to belittle the herculean efforts of those sincere, dedicated fm'ers who have toiled diligently in its behalf. But it seems to me much of what has been done has been, in many cases, wasted.
1 find it no longer amusing, for example, to hear people say they listen to fm because they enjoy the background music and are not bothered with commercials.
Fm desperately needs more commercials! But even more than that, it now needs more — much more — than merely a good music format. For not until it keeps pace with today's lively world, will it be in a position to carry more commercials. It is foolish in my opinion to strive for a "sound" when, in some cases, the sound is dull. It is sheer economic suicide to continue playing everything from the "Star Spangled Banner" to Franck's symphonic variations and make it all sound like Montavani's "Green Sleeves."
The audience is there and is growing every day! The audience, like Topsy, just "growed." It is time now for fm to capitalize on this growth, to start providing more creative fare than merely its present good music format. It is time to change the listings from me monumentally unimaginative titles of The Morning Concert, The Afternoon Concert and Candlelight Concert.
Fm must create the desire in pro pie to turn to it for the kind of listening they cannot find readily available elsewhere. It must start identifying itself with all the demands for cultural expression and entertainment made on it by its selective but ever expanding audience. It must start broadening its base to fill the vacuum which now exists if it is going to create the desire in more people to discover its wares.
Fm's often-made claim to a small, uniquely selective audience is no longer valid. More am stations than ever before are switching to the socalled good music format. More quality programming of a wide variety is now being carried on television. Class publications are enjoying booming circulation gains. All these have a tendency to dilute fm's quality audience.
The fm station that persists in catering to the relatively insignificant percentage of its audience which is looking for unobtrusive music "to do things by" will soon discover the game is not worth the candle.
The arts, the sciences, programs of public interest, community welfare,
U. S. FM • February 1961
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