Broadcasting (Apr - June 1960)

PROGRAMMING THE NEW SOUND IN RADIO NEWS NAB survey shows news-time jump of 2 hours weekly in 7 years The newscasting image of radio stations is taking on a new and better look. A close investigation of news reporting at NAB member stations by the association, based on analysis of 756 questionnaire returns, shows: ■ Better coverage is given news; air time is up an average of nearly two hours a week since a 1953 NAB study. ■ Stations are digging harder for local news, use more of it and have more reporters. ■ The typical station devotes nearly three hours a day to news programs. ■ Nearly three-fourths of all radio news programs are locally produced by stations to serve their own coverage areas. ■ Newsrooms are better equipped; only 7.1% rely solely on wire services. ■ Editors and other newsroom personnel are better trained. ■ More stations have someone in charge of news operations. ■ Stations charge more for their news though few find news more profitable with the typical station carrying about 100 hours of locally programmed material each week or a gain of 22 hours since 1953. More Local News ■ The amount of time devoted to local area news has increased in recent years, particularly at large stations (see Table I) . News has assumed a much larger portion of network programs carried by stations, Mr. Allerton found, having more than doubled since 1953 at the typical station. About six out of every seven stations believe news programs are more important to their stations than was the case in the mid-50s. Only an infinitesimal number feel news is less important. Practically every station uses a wire service, it was found, and practically all stations now have local reporters gathering news. Most large stations have correspondents; two out of three medium stations have them, and two out of five small stations use correspondents as news sources. In an analysis of newsroom facilities, stations 81%. NAB reports that 54% of stations find newscasts have about the same profit margin as other types of programs, compared to 62% who felt that way in 1953; 33% find news less profitable compared to 23% in 1953; 13% find news more profitable compared to 15% in 1953. As to production costs, 62% of small stations, 57% of medium stations and 71% of large stations find newscasts more costly than other programs; 38% 41% and 26% the same; 0%, 2% and 3% less costly than other programs. Saleability ■ Looking into saleability of news programs, NAB’s study reveals that 70% of small stations, 67% of medium stations and 57% of large stations find news more saleable than other programs; 23%, 25% and 34% the same; 7%, 8% and 9% less saleable. Eighty-one percent of large, 91% of medium and 89% of small stations reported they found that having news TABLE 1 TABLE 11 Relationship of news to total and local programming of radio stations: News equipment and services: Small Stations Medium Stations Large Stations Service: Small Medium Large 1953 1960 1953 1960 1953 1960 %Total %Total %Total Local programming (% of total) 62% 84% 66% 85% 57% 85% Reference library 36.1 41.4 64.5 News programming (% of total) 15% 17% 16% 16% 15% 17% AT&T teletype 57.7 62.1 74.2 Network news (% of network total) 14% 32% 16% 29% 15% 37% Western Union ticker 6.2 12.3 51.6 Local news (% of local programming) 15% 14% 16% 14% 16% 13% Tape recorder 94.8 98.0 100.0 Local news (% of all news program Wire recorder 4.1 3.4 0.0 hours locally produced) 65% 70% 67% 73% 58% 66% AP wire 59.8 58.1 45.2 Local area news (% of station UP wire 42.3 52.7 83.9 originated news) 42% 44% 40% 54% 38% 73% Telephone beeper 93.8 94.6 100.0 Mobile units 36.1 57.6 80.6 than other programming because of higher production costs. NAB’s study was conducted by Richard M. Allerton, manager of the association’s research department. An analysis of questionnaires processed, he said, shows a close relationship to the relative distribution of small, medium and large stations so the results are considered representative of the industry. Two more sections of the survey are in the processing stage. Whereas the first results deal with questions answered by management (423 questionnaires), the second section will relate to questions directed to news directors. The third section will cover editorializing. Small stations as defined in the survey include those of 250 w or less; medium, 500 w to 5 kw; large, 10 to 50 kw. One out of every seven hours of local programming is devoted to news, NAB found tape recorders are in almost universal use along with telephone beeper units as stations have strengthened their news operations. Mobile units are used for four out of five large stations, but the number drops sharply at medium and small outlets (see Table II). More Expensive ■ Nearly 82% of stations employ fulltime or parttime news editors (small stations 75%, medium stations 82%, large stations 100%). Station managers consider news programs more costly to produce than other types of local programs. About one out of four stations employs a commentator or analyst. NAB’s study shows that 54% of newsroom personnel at small stations have had professional training — newspaper, journalism school or other special training. At medium stations 69% have a background of training; at large programs scheduled at the same times of day over the years attracted longterm sponsorship of individual news programs. News department cost studies show salaries comprise 48% of the total at small stations, 48% at medium stations and 52% at large stations, a marked increase from the percentages in 1953 (40%, 44% and 46%). Wire services consume 38% of costs at small stations, 35% at medium stations and 27% at large stations. The cost ratio of wire services fell from 48% at small stations in 1953, 45% at medium stations and 39% at large stations. Of the reporting stations in the survey, NAB said, 12% of small stations are affiliated with a newspaper, 17% of medium stations and 27% of large stations. Individual Comments ■ In comments BROADCASTING, May 30, 1960 42