Word: fm
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When WMBS turned popular, pessimistic Bostonians felt that the idea of a 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...
...WXHR, a FM "good music station" that broadcasts during the evening, has come up with the most successful solution. Manager John Thornton refuses to "box" his programs with time breaks and holds the advertising down to ninety seconds per hour of music. Public response to this mature advertising policy has been more than satisfactory; in six months of operation the station has become self-supporting...
...FM transmitter located on University property will broadcast educational programs and full concerts of the Boston Symphony next fall if a construction permit is granted to the Lowell Institute Cooperative Broadcasting Council by the Federal Communication Commission...
...F.C.C., on advice of one of its officials, has held some FM channels open for non-profit educational institutions, after granting others to regular commercial stations...
...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...