Broadcasting Telecasting (Oct-Dec 1957)

TRADE ASSNS. NATRFD MEET STRESSES BUSINESS 9 Music-news format hit at farm director confab • Heated debate erupts over revised dues schedule The farm broadcaster's challenging role in radio's so-called "music-and-news era," and the need to strengthen business contacts with agencies and clients were canvassed at the 14th annual convention of the National Assn. of Tv & Radio Farm Directors. Farm directors are thinking more in terms of bigger business while striving for improved farm service programming, whether it's commercial or sustaining, according to sentiments expressed at the three-day convention (Nov. 29-Dec. 1) in Chicago's Conrad Hilton Hotel. Reactions on station business generally — that spot radio is up, spot tv off — and farm business specifically were uniform. Approximately 300-400 NATRFD voting and associate members convened for the sessions, plus the International Livestock Exhibition and 4-H Congress, to hear key industry speakers and panelists and to elect new officers. They heard FCC Comr. Robert E. Lee's views on the need for more large city public service programming, particularly in the area of fraud warnings and weekend shows and on commercial farm programs, and Dr. Forest L. Whan, speech professor at Kansas State College, whose latest Iowa Radio Audience Survey re-emphasized rural reliance on radio and farm musical preferences (see separate stories). Radio's strength also was pointed up by Frank Fogarty, vice president and general manager, WOW-AM-TV Omaha, in still another survey. Other key speakers were Howard Bell, assistant to the president, NARTB, and Layne Beaty, chief of radiotv information, U. S. Dept. of Agriculture. A highlight of the convention was NATRFD's first farm sales presentation, "Is Your Farm Advertising Balanced for Best Results?" [Trade Assns., Nov 11]. New officers of NATRFD are Bob Miller, WLW Cincinnati, president, succeeding Jack Timmons, KWKH Shreveport, La.; Maynard Speece, WCCO Minneapolis, vice president (succeeding Wes Seyler, American Dairy Assn. of Oklahoma); Wally Erickson, KFRE Fresno, Calif., secretarytreasurer. Herb Plambeck, WHO Des Moines, was re-elected historian. Charles N. Karr, sales promotion director of Allis-Chalmers Mfg. Co., won the NATRFD meritorious service award largely on the basis of his company's grant which helped make possible the sales presentation project. Carl Meyerdirk, KVOO Tulsa, was recipient of the American Farm Bureau Federation citation. A revised dues structure commanded heated controversy, particularly among associate members. The new setup calls for farm directors at 1 kw or under stations to pay $15, government communications specialist and extension editors, $7.50, and all others (voting and associate), $25. The top convention panel was on "The Farm Director in a News and Music Era," while others were devoted to "Keys to Successful Farm Radio and Tv Broadcasting" and qualifications for good T-RFDs (tvradio farm director). Mr. Bell noted farmers still rely heavily on radio-tv for information and entertainment and acknowledged some stations "admittedly are doing a poor job" on news and music. The majority are striving, however, to provide a worthwhile audience service, he felt. Music and news formats will increase the farm broadcaster's responsibility to improve his techniques, he stated. Singling out several management problems, Mr. Bell suggested T-RFDs should "capitalize" on present programming patterns, not try to reform them. He reviewed the success of the 1957 Farm Broadcasting Day and reported some 200 requests for kits from NARTB looking toward the second annual event on Feb. 1. NARTB President Harolds E. Fellows has sent letters to farm broadcasters notifying them of plans. The theory that news-and-music may be on the upgrade but hasn't yet "taken over radio" was advanced by Mr. Fogarty. He questioned whether the "top 40" type program fare might not be construed as being in the "pre-subliminal perception" category, but declined to elaborate on his remarks. A WOW-AM-TV survey, he reported, brought these findings: For weather, 68% of farmers depend on tv and 51% on radio (including multiple choices); for general news, 46% on radio, 38% on tv, 21% on newspapers; for most help in their daily operations, radio (43%), tv (27%), national farm publications (17%), newspapers (13%). The station's studies covered both 50 and 80-mile radius contours. Farm housewives listen more to radio THIS will be broadcasters' bay window on Washington, when the Broadcasters Club of Washington opens Feb. 1 at 1737 DeSales St. DuPont Decor, Washington, is doing the interior — including dining, bar and office facilities — in bronze, olive and copper tones. BROADCASTERS READYING WASHINGTON CLUB The Broadcasters Club of Washington is set to open in its DeSales St. headquarters Feb. 1, according to an . announcement last week by Leonard H. Marks, chairman of the organizing committee. Mr. Marks said that charter lists for resident memberships will close Dec. 15, those for non-residents, when 200 have joined. Membership is limited to industry executives selected from station, network, association, manufacturing, publication and professional fields. At present there are 100 paid charter resident members and 110 non-residents. Dues are $100 yearly plus $50 initiation fee for residents, $50 annual dues and $50 initiation fee for non-resident members. Club quarters are at 1737 DeSales St. in Washington, opposite the Mayflower Hotel. Occupying 3,000 square feet, the club will have large lounging and dining areas, private rooms for meetings, a manager's office and a serving pantry. Decorating is being done by Ken Allen and James Beiser of DuPont Decor, Washington, under the direction of the club's executive committee. The club dining room will offer food prepared by the Colony Restaurant located downstairs from club headquarters. Featured will be special club menus and prices, with a bar also supplied by the Colony. Page 50 December 9, 1957 Broadcasting