Radio Digest (June 1932-Mar 1933)

22 Broadcasting from The Editor's Chair DIVINE RIGHT. We have no kings in the United States but we do have members of Congress. And United States Representatives have Divine Rights. At least so it would seem from a complaint recently registered with the Federal Radio Commission by Representative Celler of New York. Mr. Celler is in great dudgeon because of alleged slights on the part of officials at WOR who presumed to delete words from his broadcast proclamation. "And," says His Representative Highness Celler, to the chairman of the Commission, "I am informed that there is a book or list containing all so-called indelicate or prohibited words. This book of tabooed words circulates among station managers. I therefore ask the Federal Radio Commission to inaugurate an inquiry as to all these matters, and particularly as to this index expurgatorius." At the word "expurgatorius" General Saltzman, the chairman, raised a startled eyebrow. He did not know that United States Representatives had Divine Rights. He had a vague notion that the United States government could do nothing about such a situation. He replied somewhat to that effect. Red anger flushed the Royal cheek at this insubordination; "Furthermore, I demand," rasped His Highness, "that the Commission summon the operators or owners of Station WOR and have them show cause why they should not be reprimanded, or otherwise punished for summarily censoring my speech, without apparent justification." Lese Majesty! Such impertinence! Summon the Royal executioner at once! Off with their heads ! And still we wonder why the national budget is in such a muddle at Washington ! It might be well to wonder too what would happen if men such as Mr. Celler really did have unbridled gabbing license under government control of radio ! I PUTTING THE ATOM. All the scientific world has been thrilled by the announcement that the atom has been taken into the laboratory and split apart from whatever it is that makes an atom an atom. The fantastic prediction that when this should be accomplished the earth would immediately go up in smoke completely disintegrated has not been fulfilled. But there is a process of splitting up the elements of society which has a more serious menace for civilization. It applies to organization and counter-organization to create disruptive forces. We find it in government, banking, industry, labor and radio. What enormous pressure has been brought to bear to disrupt our American Plan of broadcasting, the most successful plan ever tried ! When envious eyes saw great sums of advertising money diverted to radio where the listener got direct results from advertising appropriations through programs of artistic merit the trouble began. There was a loud howl against "advertising blah" on the air. Senator C. C. Dill from Washington in an address before the annual convention of the American Association of Advertising Agencies in Washington, D. C, last April said in part: "You have newspaper opposition, and they seize upon every weakness that they can find for the purpose of building up public sentiment against the radio that carries advertising. "Then you have the educational forces of the country fighting advertising . . . they are quick to find anything objectionable that they can in the advertising in order to build up public sentiment against further grants of radio facilities to commercial stations using advertising "Then there are the reform people ... I was going to say 'churches' but that would hardly be fair. But it is the people who are looking for something to reform, and they seize upon anything they can find in advertising which they claim is objectionable to the morals of the people ..." That is the pressure as applied to advertising. Perhaps some of this pressure may be traced to other elements more subtle. Take Jimmy Petrillo in Chicago who. thought that he could put on the screws by threatening to "pull out" all the leading orchestras for a higher wage. For the first time jn his notorious career he was defeated when the broadcasters stocked up with records and told him to go ahead and "call them out". The latest attack on radio has been through the fist of the Composers association, who demand a 300 per cent increase, or 5 per cent of the gross income from each station for royalty. Although the stations — especially the big chains — have shown a large increase in revenue their increase in expenses has been in equal ratio. And in recent months broadcasting appropriations have been affected by the depression. The National Broadcasting Company has had to reduce salaries and cut down personnel. The same is true of the Columbia Broadcasting System, the individual stations and smaller chains. This new attack means that where the Composers of the "By Special Permission of the Copyright Owners" clique received $983,000 for broadcasting use of their songs in 1931 they hope to get about $4,000,000 from radio for their songs in 1932. But neither it nor the proposed 5 per cent tax on wires leased for broadcasting will destroy the American Plan of Radio broadcasting. Nor will it force radio into the hands of the government as a plaything for the blatant politicians. Nevertheless, the radio public must keep ever alert against the wiles of cunning propaganda and ever ready to make itself heard and heeded as regards maintenance of the American plan. BAIT AND BAITER. It's fishing time again. What kind of bait do you use — or worms? Of course everybody uses worms some of the time. But the sportsman who takes his fishing seriously equips himself with a carefully selected assortment of bait. He chooses the right kind of fly for one specific kind of fish. Or he uses other kinds — perhaps live bait — for other kinds of fish not interested in flies. Sometimes we have thought of broadcasting as a great sport of fishing for listeners. And there are almost as many kinds of listeners as there are fish. Each doubtless answers to his own particular lure. But are the advertising broadcasters as judicious in their selection of lures as are the fishermen? Consider just one example of many. Is it really logical to expect a gentle housewife — who orders the food for the table — to tune in a Joe Palooka program ? Does she care about the poolroom parlance and fisticuffs of what Palooka calls "mugs"? And as for the male in the house, does he care, about or buy the rice flakes which this program advertises. Wouldn't it be better all around if Joe Palooka's program tied up to a cigar or a gymnasium muscle maker. This isa plea for the listeners. Give them the kind of "program bait" that they like best and great will be your reward. But do let the program interest the kind of men or women to whom the sponsored product should appeal most widely. Ray Bill