Because of the relative scarcity of FM receiving sets, Shepherd added, KRES will begin as a poor relation of {his Moberly AM station} KWIX and advertising will take a back seat for a long time. Shepherd added, "It is expected, however, that KRES will gain strength with time and as more FM receivers are sold, and with the giant power and coverage it has will eventually become equal or perhaps dominant."
"FM has become quite important in the East, and is, except for metropolitan areas, just now beginning west of the Mississippi River. Advantages of static free coverage and high fidelity, along with same coverage both night and day, bode well for expansion of FM in the future. This will be the first large FM operation in either {the} North or Central Missouri area."
The image of FM is largely of highbrow music and no advertising commercials, but KRES will not be programmed that way and may even feature "country music"..., the owner said.