ERIC Number: ED173799
Record Type: RIE
Publication Date: 1979-Aug
Reference Count: 0
Two Pioneers of Contemporary Radio.
Mills, Joshua E.
In the years following the commercial success of television, leadership of the radio industry passed from the radio networks to the owners of independent local stations. While the networks seemed to stand crippled and paralyzed by television's impact, local stations experimented in programing, promotion, and news coverage. The foremost innovators in this area were Gordon McLendon of Texas and Todd Storz of Nebraska. Most of the now-familiar formats--including all-news, "top 40," and "beautiful music"--were introduced by either McLendon or Storz. Their stations also pioneered in aggressive radio promotion, such as cash giveaways, and in ambitious local news coverage. However, while the techniques of McLendon and Storz were widely copied in the Midwest and the South, their influence was slow to reach the major markets of the East Coast. Despite their seminal role in modern radio, McLendon and Storz have received little recognition in the leading broadcast histories. (Author/FL)
Publication Type: Opinion Papers; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Identifiers: McLendon (Gordon); Storz (Todd)
Note: Paper presented at the Annual Meeting of the Association for Education in Journalism (62nd, Houston, Texas, August 5-8, 1979)