Broadcasting Telecasting (Oct-Dec 1963)

Ratings problems concern Missouri meeting BROADCASTERS TOLD TO EMPHASIZE BASICS The continuing dispute over broadcast ratings and growing regulation of radio and television by the federal government held much of the attention of the Missouri Broadcasters Association at its annual fall meeting Thursday and Friday in Jefferson City. Emphasis was placed upon the need for greater vigiliance by the individual broadcaster in dealing with both problems. Robert E. L. Richardson, former counsel to the House Subcommittee on Regulatory Agencies, said that the subcommittee when it resumes hearings on the ratings problem will call chairmen of the boards of radio-TV sponsors and present them with the findings of the investigation. He said the advertisers will be asked to consider whether using such ratings as have been available has been a good way to decide what programs and periods to buy. Programs Dropped ■ Making a detailed critical review of virtually all of the rating services on the grounds that they are "inaccurate" and use "too small a sample," Mr. Richardson made a point of how ratings have caused the sudden demise of new programs already this fall. He singled out the cancellation of 100 Grand after only three weeks on the air (see page 80), and noted that the rating samples were based on the 1940 census. (During the congressional hearing, the subcommittee charged that the A. C. Nielsen Co.'s survey sample was still based mainly on a design built on census data from 1940 [Broadcasting, March 25].) Broadcasters have sacrificed accuracy, Mr. Richardson said, and have used ratings principally as a selling tool. He warned that station licensees probably will be held responsible for authenticating the accuracy of future ratings, particularly at license renewal time. Selling Basics ■ John F. Hurlbut, president and general manager of wvmc Mount Carmel, 111., pointed out that broadcasters have been so preoccupied with ratings that they have neglected to sell the basics of the broadcast media. He said the overuse of the cost-per-thousand comparison technique in competition with other media has been a disservice to radio and TV. Pointing out that small-market radio stations have prospered without access to ratings figures, Mr. Hurlbut invited the RAB to establish an on-the-job training plan for big-market radio salesmen and key RAB personnel in the smaller markets where radio has to be sold on its merits. Don E. Pailey, president kgbx Springfield, MBA president, said "it is clear that state associations working with the NAB must continually be ready to defend and preserve our right to do business. There are many in the present administration in Washington that do not believe broadcasting should have the freedom it now has." Rights Threatened ■ Mr. Dailey said that these government administrators "seek to make us a public utility even though we have the greatest broadcasting system in the world built through freedom of enterprise and private ownership." He also warned that broadcasters' right to editorialize "is slowly being regulated to death." John L. McClay, operations vice president of Taft Broadcasting Co., observed that the formal pleadings in response to the FCC and other regulatory proceedings are not always completely adequate to present the most clear picture of industry feeling. "The individual broadcaster," he said, "or the small group of broadcasters can step into the debate faster with a greater variety of argument and with a persuasive effect that will greatly reinforce [our] case." Mr. McClay proposed that every state broadcasters' association form a committee for the specific purpose of considering and preparing replies to the public proposals of individual FCC commissioners. He said that such proposals should be studied very carefully on their merits. The committee can then submit practical reasons for rejection if necessary. During Thursday's meeting, the MBA members pointed out that part of their problem in Washington is the lack of knowledge about the broadcasting industry to be found among many congressmen and senators on Capitol Hill. To help meet this problem they voted to purchase subscriptions to Broadcasting Magazine for each member of the Missouri delegation in Congress. RAB waiting for NAB to pledge its troth— and cash A decision is near in the six-month courtship of the National Association of Broadcasters by the Radio Advertising Bureau seeking a marriage of efforts and dollars for a study of radio research methodology. RAB President Edmund Bunker said last week that he has asked NAB President LeRoy Collins to say "yes" or "no" by Thursday (Oct. 10) when a meeting is scheduled in Washington of the RAB-NAB liaison committee. Governor Collins agreed that the RAB has been kept waiting at the altar long enough and is due an answer, but another NAB official said it will not be forthcoming this week. A special subcommittee of the NAB research committee has been named to study the latest RAB proposal and recommend a course of action. The subcommittee, headed by the NAB vice president for research, Melvin Goldberg, has been given until Oct. 15 to report to the full committee, headed by Donald McGannon of Westinghouse Broadcasting Co. The NAB position is that the methodology study is not on the agenda for Thursday's meeting, but RAB's Bunker said "you can bet that it's our No. 1 item." NAB officials point out that its representatives at the meeting will not be empowered to consider the RAB merger, with this function invested in the research committee alone. Mr. Bunker said that RAB is being criticized by its members for delaying the start of the study — first announced at the NAB convention last April — for so long. At that time, the radio bureau asked NAB to participate and to contribute $75,000 of the proposed $200,000 cost. RAB, Mr. Bunker said, is prepared to start on its own Friday if it ?ets a turndown or no answer from the NAB the previous day. "As of Oct. 1 1 we are going," he said. Mr. Goldberg, it was learned, has written members of the NAB research committee that he will recommend a joint NAB-RAB study if he is placed in complete charge. Mr. Goldberg reportedly wants it understood at the start that if the NAB participates and contributes financially that he will outrank Al Watson, who has been retained by RAB for the study. Members of the RAB-NAB liaison committee, formed to delve into mutual areas of interest, include Messrs. Collins and Bunker, John Box Jr., wil St. Louis; Richard Chapin, kfor Lincoln, Neb.; Arthur Hull Hayes, CBS Radio; Robert Hurleigh, Mutual; Ben Strouse, wwdcam-fm Washington (NAB radio board chairman), and Vic Diehm, wazl Hazleton, Pa. (RAB board chairman) . 72 (THE MEDIA) BROADCASTING, October 7, 1963