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Views on Radio
Report on how this subsidiary of Nationwide Insurance applies basic philosophy of parent company to local broadcasting
REX MESSERSMITH (r.), farm director of WNAX Yanlt+on, S. D., interviews farmer attending events at the national plowing contest co-sponsored by \he radio station.
The reasons behind an organization's entry into the field of broadcasting often provide guides to the type of operation that will be established and maintained. In 1946, the Nationwide Insurance Company set tip the Peoples Broadcasting Corp. as a subsidiary. The firm had two fundamental objectives in taking this step, according to Arthur Schofield, assistant to the president of Peoples Broadcasting. "One was to help make sure that the channels of communication are kept free and open," he says. 'The second was to extend Natiouwide's basic philosophy. This philosophy, briefly, is that through the American way of life, people can work together to develop an economy of ahimdance that ^vill provide a maximiun of security and freedom."
Although this philosophy is applied in all PBC stations, it is j:)ointed out, the specific manner in which it is implemented varies with the individual commiuiity being served. Starting with WRFD ^Vorthington, O., in 1946, Peoples has since expanded its radio operations to include \V'MMN Fairmont, \V. Va.; \VTTM Trenton, N. J.; \\'GAR Cleveland, and WNAX Yankton, S. D.
'Tach of these stations has a per
(Cont'd on p. 50)
U. S. RADIO
November 1960
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