Broadcasting Telecasting (Oct-Dec 1963)

est, most unscrupulous member in our midst. . . . And. constantly on the defensive, we"re operating at half strength," he said. "We as broadcasters, particularly in radio, present a picture of disunity and disorganization." State associations adopt resolutions often completely counter to a position taken by the National Association of Broadcasters, Mr. Swafford said. He pointed out that only half the radio stations belong to the NAB and less than 40% to the NAB radio code. "The rest are content to stand outside, making faces through the window," he told the Oregon broadcasters. "You don't build strength that way. Divided, we'll never fight off the continuing intrusions and incursions by the federal government." Mr. Swafford said that he is disturbed by a lot of things about the NAB. "But, if I'm going to change any of the things I disagree with. I'll have to do it from within the organization." he said. He termed FCC Chairman E. William Henry's recommendations in the Omaha report on local TV programing ( Broadcasting, Oct. 28) a "condescending, paternalistic. Hamiltonian philosophy." The FCC should be more concerned over the growing number of stations '"wallowing in red ink" than an alleged overcommerialization in broadcasting. Mr. Swafford said. Stations with heavy commercial schedules are the successful stations financially able to offer better programing to the public, he said. Chairman Henry's position on commercial practices is "not only built on a wobbly and woefully inadequate base, but on a completely fallacious conception of how broadcasting works in this country," he said. Addressing the same Oregon convention, NAB Vice President Howard Bell said the time has come for the industry to get off the defensive and "accentuate the positive." FTC is a little slow in answering its mail A station that failed in three efforts to get official Federal Trade Commission word on its policy toward broadcasters' promotion of ratings has now made a fourth effort — also unavailing as of last Thursday. The efforts came to light last week when wmca New York released a copy of a letter — the most recent epistle in the series — sent by Stephen B. Labunski, wmca vice president and general manager, to FTC Chairman Paul Rand Dixon. Mr. Labunski's letter recapitulated wmca's series of requests, gave up on those, and posed a new one. It all started, the letter said, after the FCC's June 13 public notice on the use of ratings called attention to a "public notice issued this day" by the FTC. Here's the chronology as given by Mr. Labunski: On Sept. 16 wmca wrote to the FTC asking for two copies of the public notice, giving the date and the subject matter. No answer. On Oct. 4 another request was sent. On Oct. 10 a letter arrived in which the FTC said it may have sent the wrong material the first time — material that was never received — but that new material was enclosed. The new material was something else. In a third letter, on Oct. 14, wmca tried again, and a week later it got back, not the public notice it had asked for, but a news release on the subject. "This press release."' Mr. Labunski told Chairman Dixon, "reiterated the very admonition which has con cerned us all along, to wit: 'If a broadcaster claims that a survey proves that he has a certain percentage of the listening audience in his territory, and investigation discloses that the claim is false and deceptive, the commission will take vigorous action to prohibit the claim.' " Mr. Labunski's letter continued: "Since we are unable to obtain a copy of the FTC's 'public notice' on the subject of ratings, let us pose a specific question which is of prime importance to us at the moment." Mr. Labunski then listed "the latest overall ratings for New York radio," from Pulse and Hooper reports. He noted that both services put wmca in first position, but that Pulse gave wmca a 20% advantage over the No. 2 station and 42% over No. 3, while Hooper put wmca 4% ahead of a different No. 2 and 62% ahead of a different No. 3. He continued: "While we have always recognized that ratings are not the only criteria for programing or sales, we must still face the reality that most advertisers continue to seek some sort of objective — that is, statistical — standards in arriving at their decisions. "Do you see any reason why wmca cannot, in the light of the above ratings, claim to be the station with the largest radio audience in New York?" The letter, with copies to all FCC members was sent to Chairman Dixon Oct. 31. As of last Thursday afternoon — no answer. BROADCASTING, November 11. 1963