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That when hroadcasters engage in the sale of time, hroac^ casting should hr treated as a business, and in placing the business on a sound economic basis, the following principles be recognized:
(a) That service to the listener is a primary requisite to commer¬ cial success.
(b) That quality of production should not be sacrificed to commer¬ cial expediency,
(c) That each advertiser be required to make a contribution to the entertainment or education of the listener, for the privilege of reach¬ ing the r'^dio audience with his message.
(d) That it should be the objective of each commercial station to maintain itself on at least a self-sustaining basis, since any other basis may be characterized as unfair competition with other stations or other advertising media.
(e) That a consistent effort be made by the members of the IIAB to improve the trchnique of broadcast advertising.
The conmiercial committee of the NAB is comnosed of members from every pert of the nation, who likewise represent each class of broadcasting station. Nevertheless, the committee desires to leave no stone unturned in its effort to secure the benefit of the experience and advice of individual members of the NAB. For that reason, copies of this report are being sent to all members with an urgent request that each member irimiediately send to the chairman., H. K. Carpenter, WPTF, Ealeigh, N, C, his views on this report, together with sugges¬ tions for the further consideration of the committee.
I. The committee recommends to station managers and commercial managers that in order to make radio campaigns most effective, they give close study to the use of additional merchandising tie-ups, and that they recommend to