Radio: Culture in Texas

Would Texans listen to three hours of classical music every night? Charles Barbe, a former symphony conductor turned highbrow disk jockey, thought they would. But, he recalls, "every advertising agency in town told us we were chumps." Finally, the owner of Houston's station KXYZ-FM, Oilman Glenn McCarthy, decided to give Barbe, and Texas, a chance. Both came through with a symphonic bang.

Houston listeners, hearing such recorded works as Parsifal, Tannhdüser, St. Matthew Passion, all complete, were enthusiastic, wrote more than 50 letters a day praising the program. The four sponsors were equally pleased: one of them got enough new business in...

Want the full story?

Subscribe Now

Subscribe
Subscribe

Get TIME the way you want it

  • One Week Digital Pass — $4.99
  • Monthly Pay-As-You-Go DIGITAL ACCESS$2.99
  • One Year ALL ACCESSJust $30!   Best Deal!
    Print Magazine + Digital Edition + Subscriber-only Content on TIME.com

Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!