70 years ago--Mainline churches look to worldly music in an attempt to attract young people

The use of worldly methods and appeasement of engagement with popular culture in an effort to attract people--especially young people--to church was adopted by mainline churches long before it became fashionable in Evangelicalism. It may seem hard to believe today, but in the mid-1950s, religious broadcasting was dominated by mainline denominations; Thomas Reeves wrote about this is his book The Empty Church: The Suicide of Liberal Christianity (1996). The surveys cited in the following article provide an interesting glimpse into the popular musical tastes of young people in the United States just a few months before Elvis Presley became a national rock and roll celebrity (he was already becoming known in the field of what was then known as country and western music; a poll of disc jockeys published in the November 12 issue of The Billboard named him as the most promising C&W artist, with both sides of his single I Forgot to Remember to Forget/Mystery Train in the top 10 of all three C&W charts).

As reported by June Bundy in The Billboard, December 24, 1955 (bold in original, several errors corrected by blogger):

Churches May Woo Kids by Rockin' 'Em

Council Polls Teen-Ager Taste as Video Program Guide; Age Preferences Vary

NEW YORK, Dec. 17--Altho religious interests have long frowned on the teen-agers' preference for rock and roll music, the rhythm and blues medium may yet be utilized as a means of bringing youngsters into the church.

National Council of Churches of Christ introduced the idea of presenting jazz in a religious TV context on the "Theology of Jazz" portions of its CBS-TV series "Look Up and Live." A recent survey by the Council reveals the show is attracting older teen-agers with such jazz greats as Dave Brubeck, but kids in the 13-year-old age group don't dig modern jazz yet.

Instead, younger teen-agers polled for music preferences on the show almost unanimously vote for r.&b.-type record artists; thus confronting Frank Nichols, producer for the Council's broadcasting and film commission, with something of a dilemma.

Lyric Problem

The lyrics of many r.&b. tunes make it difficult--if not impossible--to work them into the context of a religious show. Nevertheless, Nichols is wrestling with the problem and hopes to work out some kind of solution.

The NCCC has been conducting extensive surveys on several different teen-age levels for some time now, in an effort to determine the most effective ways of reaching youngsters. At the same time, the teen-age market in general has become more and more a focal point of merchandising and marketing surveys made by the radio-TV industry, record companies and manufacturers of teen-age products.

Teen-Age Survey

Teen-age Surveys, Inc., this week, for instance, reported on its fourth continuing survey of teen-agers' views on deejays' radio-TV programs, music records and advertising effectiveness, with results again pointing up the differences in tastes between high school and college students.

Cognizant of the growing awareness of the teen-age market by manufacturers, Cleveland's independent radio station WERE is readying a merchandising service, whereby products aimed at the teen-age market will be tested by the station with special groups of teen-agers assembled for deejays' shows.

The survey efforts of the NCCC have been concentrated on three different channels, with a major advertising agency conducting regular tests on a mixed-age audience utilizing electronic program analysis equipment. Another survey is conducted at Columbia University to tap the college group. Still a third is made in the field and generally aimed at the pre-college group.

Qualifications

To qualify as a testee, the teen-agers polled must be "unchurched," since the primary aim of the show is to make converts.

Past surveys have shown that "Look Up and Live" has registered most effectively with the 17 to 23 age group. Consequently, Nichols now feels that somehow they must apply what they have learned about 13 to 17-year-old tastes (notably the rock and roll craze) to future programming.

Interestingly enough, Nichols notes, the 13-year-olds prefer Frank Sinatra (who is liked by all age groups incidentally) to Eddie Fisher, with the latter's name seldom showing up in their request-answers. Bill Haley, the Crew-Cuts, and the Four Freshmen are others showing up strong on their preference sheet, along with Al Hibbler, Count Basie and Joe Williams.

The 13-year-olds have little or no interest in modern jazz. Several students in this group thought Dave Brubeck was a classical musician, and a couple referred to him as blind, evidently confusing him with George Shearing. Also the 17 to 23-year-old group has little interest in r.&b. They responded much more to Brubeck (who has made two appearances on series including one wherein he commented on segregation and how jazz has broken thru the color lines), Eddie Sauter, Stan Kenton, Wilbur de Paris and other jazz greats.

However, surveys indicate that both the 13 to 17 and 17 to 23 age groups have little interest in straight commercial pop singers, and Nichols has programmed the series accordingly during the last year. At first he planned to include country and western artists from time to time, but, according to the surveys, there is virtually no demand among teen-agers generally for c.&w.

Electronic Count

Most scientific of the NCCC's surveys are those conducted by the electronic program analysis equipment, with each person in the audience reporting his responses thruout the show by pressing one of three levers ("not at all interested," "fairly interested," and "very interested").

When these individual reports are out together in chart form, they form a graph, indicating which segs of the show held the most audience interest. Nichols uses them to determine programming schedules on future shows.

The graphs are so detailed that they accurately chart the decline and rise of audience interest on each musical number, thereby enabling a performer to gauge exactly where the lyric or his larynx faltered.

In line with this, Nichols opines that record companies might well utilize such electronic survey equipment to determine which take on a record session is most effective.

Marian and Jimmy McPartland are scheduled to appear on Part 5 of "Theology of Jazz" on "Look Up and Live" January 1. Nichols is also talking of airing a live remote from a Mitch Miller record session early next year. Singer Merv Griffin is the permanent emcee on the "Look Up and Live" which spotlights various members of the clergy (Reverend Alvin "$64,000 Question" Kershaw, etc.) appearing on a rotating basis.

Other music figures who have appeared on the show during the past year include Jerry Jerome's orchestra, Ellis Larkin, Sonny Greer, Lawrence Brown, Jo Jones and Mahalia Jackson.

See also my posts: Today's Evangelicals, Tomorrow's Liberals--A Warning from 1983 (January 13, 2010)

Ambrose University College's "Jazz Day" provides evidence of increasing worldliness in evangelical schools (March 5, 2014)

50 years ago: United Church in Calgary experiments with modern music (June 15, 2018)

Synagogue in U.S. Virgin Islands rewrites Beatles songs for Purim (March 14, 2020)