Original "Spin Doctor", Off to Valhalla...

motordavid · #1 03-05-2010, 10:01 AM

Before playlists, favorite & heavy rotations, compilations and medleys of hits, these guys really changed the "face" and, sound of rock music on the radio...

Obit is edited, for your perusal.
BR, mD

Gene Chenault, Who Changed Rock Radio, Dies at 90
By DENNIS HEVESI
Published: March 3, 2010

Gene Chenault, who with his business partner, Bill Drake, reshaped rock radio in the 1960s with prepackaged programming that delivered more music and fewer commercials to hundreds of stations, creating the automated format common today, died on Feb. 23 in Tarzana, Calif. He was 90 and lived in Encino, Calif.

Gene Chenault

The programming, using reel-to-reel tapes of tightly spaced Top 40 hits, was primarily designed by Mr. Drake and marketed and syndicated by Mr. Chenault. It raised ratings at station after station and brought a certain big-city sound to many small towns. At the press of a button a local D.J. could jump in with his own boisterous one-liner — no more yarns about teenage romance — or a station-identifying jingle. To maximize the music, the Top 40 were sometimes edited, speeded up and pared to 30.

The new format gave rise to the stock phrases “boss jock” and “boss radio,” which first took hold at KHJ in Los Angeles in 1965. (The word boss was derived from California surfer slang for good, as in “That’s a boss wave.”) Within a year KHJ leapt from 12th to first place in the Los Angeles ratings. Its slogan: “Much More Music.”

“The big idea is to unclutter and speed up the pace,” Time magazine wrote of the Drake-Chenault format in August 1968.

“The next recording is introduced during the fade-out of the last one,” the article continued. “Singing station identifications, which sometimes run at oratorio length elsewhere, are chopped to 1 ½ seconds. Commercials are reduced to 13 minutes, 40 seconds an hour — almost one-third less than the U.S. average.” By cutting down on commercials, the stations could sell advertising at higher rates.

Newscasts were scheduled at unconventional times, usually 20 minutes after the hour, so that when the competition was reporting a local crime, the syndicated station was running a “music sweep” — three or four recordings back-to-back to lure away dial switchers.

Marc Fisher, the author of “Something in the Air: Radio, Rock and the Revolution That Shaped a Generation” (Random House, 2007), said in an interview: “What Drake and Chenault did in California and then exported around the country was the idea that you could virtually automate the combination of hit music, D.J.’s with bigger-than-life personalities and the overall sense of possibility and danger that the rock revolution was bringing to pop culture.”

...Still, by 1975, Drake-Chenault Enterprises, their consulting company in Canoga Park, Calif., was serving about 350 client stations with makeover advice and totally automated packages in six formats. In 1979 the company produced “The History of Rock ’n’ Roll,” a 50-hour documentary that met with phenomenal success. Stations clamored to schedule it, first as a blockbuster weekend special, then in repeat broadcasts of shorter segments.

...“Gene Chenault’s name is less familiar than that of his partner, programmer Bill Drake,” the Museum of Broadcast Communications’s Encyclopedia of Radio says of the partners. “Yet behind the impact of Drake’s contributions to the Top 40 format were Chenault’s management skill and marketing concepts. The two men altered U.S. radio and American popular culture in the 1960s.”

Gene Chenault, Reshaped Rock Radio, Dies at 90 - Obituary (Obit) - NYTimes.com