Sponsor (Nov 1946-Oct 1947)

srvAson SPEAKS The New Code Broadcasting has a new code, after several years of operating on a quasi-code basis. For the sponsor of a network program the changes from the present rules which govern the actions of network continuity acceptance departments are negligible. To the national spot advertiser and participating-program user the code presents a challenge, since copy will have to be tighter and no doubt in some cases costs will rise since stations will be reBtricted in the number of commercials the) may carry in any 15-minute peiiod. Three minutes in any 15, which is the new code maximum, can't possibly be stretched to carry more than three advertisers effectively. Cowcatchers, hitchikes, and opening billboards are not prohibited by the code, they just have to be better handled and must be part of a program, not an appendage framed by a few musical notes. Practically am i roduct is acceptable if its handling is in good taste. With respect to the question of time allotted forcommt r< ialson musical clocks, there is every indication that because of the rapid tumovi ol audience between six and eight a.m. the three-minute restriction will be relaxed for that time. The NAB Board of Directors at their November meeting will consider all the objections of independent station operators and adjust the rules of the code as passed at the convention where they think it is in the interest of the industry and the public to do so. As Justin Miller pointed out, it is the intention of the industry that the code be a living thing — a live yardstick by which the industry may judge its performance. Generally the NAB Code is not as tough as network rules and regulations. It's good in a very broad way. How the broadcasting stations of the nation use it will be what counts. The FCC stated at the convention, through its chairman, Charles Denny, that the burden continues to be on the licensee himself and he cannot pass that burden to the NAB or any other organization. He also said, however, that a station's not living up to the industry's minimum code would be taken into consideration in determining operation "in the public interest." The long trip up the road to a better airway has been begun. That's good for the public, the advertiser, and the industry, too. Radio Must Be Sold Sponsors are still without a central source to which they can turn when they desire facts and figures about the use of broadcast advertising. It was hoped that something to promote the use of broadcast advertising would be formulated at the recent National Association of Broadcasters Convention. Nothing of that kind happened. When the subcommittee on the subject made its report the latter was accepted and the committee dismissed with a new one to be appointed to implement the report. The report was inadequate. It suggested, for the promotion of the medium, a 40-minute motion picture filmed to reach industry at its highest level. The picture idea is good but broadcasting needs something besides a film to sell it. It needs a wellintegrated campaign. "Broadcast advertising pays." It may be recalled that sponsor ran the first of a series of full page ads on that subject in its March issue. The remainder of the ad series was postponed because sponsor decided that the job of devising an overall campaign to sell radio should fall to the NAB. We will continue to campaign for consistent industry promotion — by the NAB, by the networks, by stations, in fact by all who work in and live by broadcast advertising . . . and until such a campaign is bom we will do everything in our power to spread the good words — "Broadcast advertising pays." L Applause An Association for Spot Broadcasting? The health of the radio industry depends upon the solid financial condition of its stations. This in turn depends upon the spot business, local and national, that each station does. That's because the greatest part of a station's income comes not from its network commercials but from its own commercials. There can be no truly healthy broadcasting without a vigorous spot business. For years tin industry has talked about the good that would mine hoin an association of station representatives, tlu nun who contribute so much to the business of the nation's stations. Paul Raymer now has the ball rolling. He us<-d two pages in a trade publication recently to tell the industry of spot radio's importance and why those who sell it must get together to forma lighting, progressive, trade asso i iation Almost immediate!) Edward Petty announced in another two-page advertisement that Ik was 100 per cent for such an association as he and Raymer had talked about previously. With Petry and Raymer both for such an association there is better than an even chance that one will come about; and that spot radio, through a joint effort, will gain in many directions. Station representatives have come a long way when men like Raymer and Petry talk of a joint spot promotional group — augmenting the almost solo spot promotion effort of John Blair who has devoted page after page of advertising space for several years to sell not the stations he represents but the segment of the industry he serves — spot broadcast advertising. From such a joint effort only good can come — in stature for the field itself, in increased use of the medium, in better understanding of spot advertising, in increased respect for spot advertising from both the stations who carry it and the advertisers who use it. 62 SPONSOR