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June 20, 1931
HEDGES PLEADS FOR STABILITY (Cont’d)
casting the financial support it now receives it would either fall into the hands of the demagogues and politicians or equally bad, into the hands of propaganda organizations®
”1 do not mean to infer that broadcasting has achieved a state of perfection, I believe there is much work to be done in the improvement of the technique of radio advertising and in the technique of program presentation. Great progress has been made in the past and more progress may be expected,"
SMALL STATION ADVERTISING
Charlotte Geer, radio writer for the Newark, N.J,, Evening News, believes "it is possible for a small station, which has to take local advertising to maintain its exchequer, to make its programs so worthwhile that the public will accept the advertising in spite of its horrid directness and still tune in with pleasant expectations,"
After citing specific instances, Miss Geer continues:
"We discovered that when you are being genuinely entertained you don't get ruffled by the advertisements the way you do when they are sandwiched between material that is only trying to pass as entertainment. You accept the advertis¬ ing just as you do the advertising on the major chain programs. It is not para¬ mount, It is the thorns which prick a little, but do not keep you from garner¬ ing the rosebuds,"
MAY DECIDE RCA CASES MONDAY
There is a possibility that the so-called RCA cases, involving the appli¬ cation of Section 13 of the Radio Act of 1927, will be decided by the Commis¬ sion early next week, perhaps Monday,
Testimony and argument in the cases in which the National Broadcasting Company, RCA Communications Inc., RCA Victor Company and Radiomarine Corpora¬ tion appeared as applicants for renewal of some 1409 broadcasting, communica¬ tion and experimental licenses were heard by the Commission sitting en banc this week. Among the witnesses were W, A, Winterbott om, vice president RCA Communications Inc,; M, H, Aylesworth, president of NBC; T, M, Stevens, general superintendent of Radiomarine Corporation; and E, E, Schumaker, president of RCA Victor,
Opposition to renewing licenses to the applicants, on the theory that Section 13 of the radio act has beon violated through the action of the Radio Corporation of Araerica by inserting the famous tube clause in its licensing agreements, was represented by Osv/ald F, Schuette, head of the Radio Protective Association; Congressman Frank E, Reid of Illinois, v;ho appeared for the "public"; Edward Nockols, representing the Chicago Federation of Labor, and Elisha Hanson, ropre*«sending the Joiu’njil Company^ 71Thl3, Milwaukee, Wis,, which station is an applicant for the facility of Station WENR, Chicago, recently acquired by the NBC, The RCA and its subsidiaries were reoresented by Louis Titus, Col, Manton Davis,
A, L, Ashby and Frederick B, Leuschner,