Broadcasting Telecasting (Oct-Dec 1957)

ORANGE i A good market steer! The entire Beaumont-Port Arthur-Orange area (Texas' fourth market) is yours when you "buy . . . KFDM Beaumont Radio and TV CBS ABC See PETERS-GRIFFIN-WOODWARD, inc BROADCASTING THE BUSINESSWEEKLY OF TELEVISION AND RADIO 7735 DeSales St., N. W. Washington 6, D. C. PLEASE START MY SUBSCRIPTION WITH THE NEXT ISSUE □ 52 weekly issues of BROADCASTING $7.00 □ 52 weekly issues and Yearbook Number 11.00 □ Enclosed □ Bill name title / position* company name address city Please send to home address ■ OPEN MIKE Some Spirited Repercussions editor: ... Your "Let's Break Out the Bottle" [Editorial, Oct. 28] somewhat strained my credulity, for I never have believed that you would come out beating the drums for hard liquor advertising on radio or television. . . . I disagree with you in your statement that the moral problems involved in such advertising are no more complex than in many other kinds of advertising now using radio and television. The very fact that liquor has been recognized — for many years and by many legislative acts — as a product of human consumption which carries potential peril to the physical and sociological welfare of the users, and that it is subject to state and federal regulation common to no other product, should be sufficient to set it aside in a class by itself. I sincerely trust that this editorial will not lead any appreciable number of stations to venture forth into an advertising field that could tremendously add to the many problems that now confront us in our public relations. Generally, I cheer your editorials, but we are on different sides of the fence on this one. Campbell Arnoux President WTAR-AM-FM-TV Norfolk, Va. editor: At a time when broadcasting is severely criticized for excessive and obnoxious commercials and programming that leaves much to be desired, you have the prophetic gall to editorially exhort the industry to haul up hard liquor advertising. For an industry that deserves good public relations, especially with the threat of toll tv, you certainly pulled the cork on a recommendation that would earn you the undying curse of the very broadcasters whose interest you purportedly represent. . . . John Groller Secretary of Broadcasting Board of National Missions of the Presbyterian Churches in the U. S. A. New York City editor: . . . We extend our most sincere thanks for your public recognition that the distilling industry in its advertising uses "extreme moderation" and that "there is no reason to believe that this moderation would not extend to radio and tv" advertising. Next we would point out that the refusal of broadcasters to accept liquor advertising came about, I feel certain, after the liquor industry decided not to use the broadcast media. This action occurred in the latter part of 1935. . . . When television came into being, this ban was extended to that medium on May 11, 1948. These and other voluntary restrictions were adopted by Institute members "in the interest of good public opinion." Other voluntary restraints include a ban on advertising in Sunday publications and in religious pub Page 16 • November 4, 1957 Broadcasting