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In 1960 the National Broadcasting Company (NBC) introduced a service to take advantage of a captive audience—patients in doctors'-waiting rooms. The Medical Radio System piped "therapeutic" music into the waiting rooms, interrupted every fifteen minutes by a spot called called Medical News, which actually consisted of drug-company advertisements. Drug manufacturers paid $338,000 a year for the opportunity to provide Medical News material." To keep Medical News from putting too much pressure on patients, Dr. Chester S. Keefer of the Boston University School of Medicine acted as censor. He also evaluated the music.
Source: "Music While You Wait," Newsweeks, 55 (22 February 1960): 92.
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This section contains 106 words (approx. 1 page at 300 words per page) |
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