Broadcasting Telecasting (Apr-Jun 1958)

sum. Large numbers of approval letters have been received from civic groups. WWDC recently extended its am editorial schedule to its fm affiliate, which programs separately with a background music format. The editorials on fm are concentrated in evening hours. Ben Strouse, WWDC president, presents the editorials on the air after this introduction, "For the Record — Here is WWDC's president with a 60-second editorial of opinion." A somewhat similar signoff is used. Final decision on editorials is made by Mr. Strouse after consulting Norman Reed, program vice president, Mr. Phipps and other staff members. All staffers are encouraged to suggest editorial ideas. By running editorials 10 times a day, rotated and staggered, WWDC figures it reaches the "habit audience" as well as "dialgrazers." The frequency is equivalent to a saturation commercial campaign. Editorial subjects have included support for the President's Pentagon reorganization plan, with time granted opponents; support of a candidate for school superintendent; Potomac River drownings and opposition to building a highway along the Potomac bank. "Editorializing requires a dedication to principle," Mr. Phipps said. He added, on the basis of results, that it's "commercially good," stirring up interest in the station even among listeners who disagree. Library and research facilities are needed in documenting and preparing editorials. "An image of the station as someone the troubled person can turn to is created," he said. "We intend to keep it up." PROVIDENCE, R. I. WICE Providence, R. I., an Elliot station, was editorializing normally last week, unruffled by a legislative storm that followed an editorial carried May 15. The controversial broadcast had referred to a "shocking" legislative situation — presence of liquor in committee rooms while official business was being conducted by the legislature. A special five-man bipartisan legislative committee held a May 17 hearing on the editorial. John F. Crohan, WICE vice president and general manager, appeared voluntarily before the committee. He explained the editorial position was taken in the hope the General Assembly would act to prevent continuation of the practice. Mr. Crohan refused to back down from the editorial position or to tell who was responsible for the editorial. He explained it was not a blanket indictment. The special committee took no action last week. Rumored suggestions that the legislature censure the station did not lead to action. WICE has been editorializing thriceweekly for a year, as has its sister station, WCUE Akron, Ohio. An editorial board directs the WICE editorializing. Last Tuesday a follow-up editorial was broadcast, explaining the drinking in the Capitol is known to many and expressing hope the legislature leaders insist on a set of ground rules to stop the practice. General reaction to the drinking editorials Broadcasting PERSON-TO-PERSON to IGOR GREGORIAN The same day Russia launched Sputnik #2, KWFT listeners heard the voice of Igor Gregorian, Russian government official, chatting by telephone from Moscow with Dave Dary, KWFT News Director. The Cuban revolt . . . the Starkweather killings . . . the Mike Todd crash ... all were reported BY PHONE FROM THE SPOT, over KWFT. Alert reporting by Dave Dary and Bill Ritchie . . . backed by AP, UP, and over 50 correspondents . . . makes KWFT's daily newscasts uniquely exciting . . . and puts solid impact behind sponsor commercials ! LEARN MORE . . . about the Southwest's selling est radio station ! Call your H-R man ! Ben Ludy President & General Manager LOW FREQUENCY 620 Coll Your H-R Man kc Wichita Falls, Texas BROADCASTER'S FIRST CHOICE deaden in (2%e*Uiv& &ityitiee>UH$ May 26, 1958 • Page 85