Word: thornton
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...advertisements, which steadily lowered its rating to the point where the station was running at a huge loss. When WBMS made the shift to disk jockey programs, the wail set up by Bostonians was enough to prove the popularity of an all-music station. Former assistant manager John R. Thornton has taken advantage of this to set up a new station, WXHR on the FM band, using the WBMS fiasco as a guide...
...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...
...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...
Working under the guidance of Professors Archibald MacLeish, Thornton Wilder, Harry T. Levin, and other faculty members, the group hopes to gain by practical experience a better working knowledge of the poet in terms of the theatre...
...clock: after a leisurely breakfast, you can be stimulated by Thornton Wilder, who is giving the second half of Humanities 2 in Sanders Theatre. Wilder, who is a renowned early breakfaster, should be in fine form by ten. Professor Levin, who used to give Hum. 2b, can be found at this hour in Harvard 4, lecturing on Proust, Joyce, and Mann in Comp. Lit. 162. You'll need a knowledge of either French or German for this one. People more addicted to the Social Sciences might well check in at Mallinckrodt MB-9 for Fainsod's lectures on Soviet Government...