Broadcasting (July - Dec 1936)

have clear channel and regional channel stations. "Thus, from the allocation viewpoint, from the standpoint of regulation, from the angle of the possibility of utilizing modern technical developments to solve its problems, and finally from the resulting inability to maintain competitive balance with other classes of stations and service, the local station finds itself at a disadvantage; and it is completely at the mercy of this Commission if its role in American broadcasting is to be preserved." NIB, Mr. Sutton said, is opposed to any move which would radically alter the existing broadcasting structure. Any sweeping change, he said, might easily upset the desired balance with the consequent impairment of general service. As a consequence, he said, NIB is opposed to 500 kw. stations since these would adversely affect the economic position of many regional stations. In this connection, he referred to the testimony of CBS President Paley that regional stations might be eliminated from present network structures because of superpower. More important, he said, will be reduced national advertising on regional stations as a result of superpower. Declaring that radio advertisers now "worship" high power, he said all too many of them think only in terms of power and coverage. It is to be expected, he asserted, that they would flock to the new 500 kw. stations to the detriment of other classes. Declining national revenues on the part of regional stations by virtue of superpower, he said, would result in increased emphasis being placed on local business by regionals. Consequently, he said, the competition for local volume will be materially increased, and in cities where both regional and local stations now exist, it might become disastrous. "Thus," he continued, "the absorption of an unduly large proportion of national revenue by the superpower station will start a movement which, like the snowball rolling down the hill, will threaten the economic stability of every class of station below it. The impairment of economic stability of the other classes of stations will result in a disruption of balance between service, since effective service can be rendered only where there is adequate revenue." Mr. Sutton argued against the use of power as a measure of service. Every station must deliver program service over the area within its sphere of influence, he said. Unless the local station covers this area it is not serving its local function. He argued that there was no difference between the local and the low power regional station. The low-powered regional, he said, merely renders local service to a community and a dependent area of larger size. Other than that, it is identical with the local. "Indeed, the entire classification of local and regional stations is absurd when viewed from a social or an economic angle," he said. Would Improve Locals IN CONCLUSION, Mr. Sutton suggested a series of changes which he said would improve service all down the line. In the first place, he stated, duplication should be authorized and then extended on certain clear channels with provision made to relieve the present congestion of regional frequencies. A reasonable number of high-powered stations could be duplicated on present clear channels, he said. Then after the regional station congestion is relieved, deserving local stations could be moved onto certain of the present so-called regionals. Relief of the congestion on locals in this manner also would make possible either horizontal increases in power on the locals, or the introduction of greater flexibility in the local field. Under cross examination by Chief Engineer Craven, Mr. Sutton said that there are many instances in which increased power would not help local stations because of congestion on the frequencies. Comdr. Craven brought out that only 41% of the local stations have complied with the antenna requirements laid down a year ago. As for clear channel duplication, Mr. Sutton emphasized that at the time WGY, Schenectady, and KGO, Oakland, began duplicate operation on a clear channel, the general engineering view was that WGY with 50,000 watts would not cover anything beyond Albany. The fact of the matter is that it can be received in a city like Washington regularly every night, he asserted. Uneconomic Status of PART-TIME CLEARS ANOTHER plea for the part-time clear channel station was made by William B. Way, general manager of KVOO, Tulsa, Oct. 15. Pointing out that KVOO shares time with WAPI, Birmingham, Mr. Way reiterated previous testimony that such stations are not economically sound. He recounted the hardships under which they operate, particularly in holding audiences because they sign off early in the evening, the time depending upon sunset. Pleading for consideration of the "consumer" or listener, Mr. Way laid down several propositions which he asked the Commission to consider. He urged that clear channel stations be retained but with such exceptions "as may be necessary to provide the millions of consumers in America with a maximum of service." On this score, he recommended reallocation of a sufficient number of stations in such a manner that east-west duplication can be secured. He said this was necessary in order to relieve the allocation congestion in the center of the country. As a second move, he recommended power increases on regional and local stations but with less protection to their secondary coverage. By giving less protection, he said, the result would be considerable further duplication of stations in these classifications. His third proposal was that "the utmost of service, efficiency, utility and convenience, should be maintained on all stations, with the proper preservation of clear channels in order to meet national emergency." In connection with the latter, he said that there is the possibility in national emergency of all radio facilities being subjected to government service. _ This is especially important, he said, in view of the fact that neighboring countries might build and operate superpower stations which will deliver a comparatively usable signal to a large portion of the United States, blanketing or making useless some of our most consistently serviceable channels. Eliminate Time Sharing HIS FOURTH proposition was that immediate steps be taken to eliminate the necessity of stations jQl&£. aJox with % One WfalA You'll think that your Account is the Only One We have//... 0 "Do you get results like this for every advertiser, or is our account the only one you have?" writes one WIBW client. % WIBW produces low-cost results for all clients. Why? Because every account — large or small — is personally supervised by a station executive. Time, talent, entertainment, and sales messages are analyzed in conference with department heads. Mail and sales response is checked and re-checked. Noth ing is left to chance. Your advertising must produce. % Remember too — we know Kansas people, their habits, speech, likes and dislikes. Your sales message over WIBW reaches them in their language — as one Kansan to another. £ That's why we get enviable results for all advertisers. That's why it is so necessary that you use WIBW in order to get the maximum results from this rich Kansas area. WIBW — Topeka — "The Voice of Kansas" Owned and operated by The Capper Publications — Don Searle, Gen. Mgr. Represented by Capper Publications in New York — Chicago — Kansas City, Mo. — Cleveland — Detroit — San Francisco BROADCASTING • Broadcast Advertising November 1, 1936 • Page 59