Word: benton
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...MOORE, M.D. Benton...
...director of Muzak Corp., ex-Adman William Burnett Benton found that there was a market for canned music, free of advertising plugs, piped directly into clubs, hospitals, restaurants, factories. Bill Benton decided to apply the same system to radio. He lined up big-name sponsors for such a project, including his old partner, Chester Bowles, now OPA boss; the University of Chicago's Robert M. Hutchins; Businessman Beardsley Ruml. He laid his plan before the Federal Communications Commission (retiring FCC Chairman James L. Fly is expected to join the group). This week the group is incorporating as Subscription Radio...
...uninterrupted classical music; 2) continuous popular music; 3) shopping news and educational programs. Subscribers would pay 5? a day ($18.25 per year) to listen. Nonsubscribers would be kept from listening by a "pig squeal" which would be broadcast along with the programs, "jamming" all sets but those of the Benton subscribers, whose radios would tune out this squeal by a special apparatus. Benton proposes to let other broadcasters use the attachment for a small royalty so he would not have a monopoly...
Chief argument for Benton's proposal which is the first determined attack on radio advertising in the U.S.: the amount of good music on the air, says he, has constantly decreased, giving way to soap operas and "talk" programs. The Benton plan would give paying listeners all the music they wanted, 24 hours a day, without any advertising spiel...
Thomas Hart Benton, talkative Missouri painter, in Manhattan for the tenth-anniversary exhibition of the Associated American Artists Galleries, unburdened himself of some favorite gripes. He said he went west ten years ago to paint the lore of the U.S. pioneers, was disappointed because people did not support his work. Said he: "Hell, the group controlling the cultural institutions out there . . . repudiated me. They are rich and a rich man doesn't want to be reminded that his backgrounds are mules and manure. He doesn't want a Benton hanging on his walls; he wants a Van Dyck...