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12/23/38
Mr. Witmer cited a number of products that cannot be advertised over NBC in support of his contention that the net¬ work considers good taste and its listeners in signing advertis¬ ing contracts.
Such products as cathartics, antiseptics for bad breath, reducing foods or beverages, hair restorers or dyes, products which claim to remove wrinkles, fortune telling or character analysis based on handwriting, cemeteries, hard liquors, wines, and champagnes, and physicians and dentists may not be advertised on the network, he said.
The loss to NBC runs into several millions, he said.
"That is balanced by the cost you have of counter¬ acting the bad reaction", commented Commissioner Paul Walker.
Mr. Witmer also pointed out that the percentage of commercial advertisements on the air is less than the percent¬ age of advertising in the nation's newspapers and magazines.
The latter run about 40 percent advertising and 60 percent edi¬ torial matter, he said, whereas commercial programs on the air constitute only 34.5 percent of the time.
The NBC Vice-President was also questioned about "puffing" or exaggerated claims by advertisers, the plugging of movie stars, talks on controversial subjects during commercial periods, and. children’s programs.
Asked whether he thought political talks should be sponsored, Mr. Witmer said:
"I don't think a speech by the President should be sponsored. "
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NAB BACKS WMCA IN COUGHLIN CASE; FCC SILENT
The National Association of Broadcasters this week issued a statement under the name of Neville Miller, President, endorsing in principle the refusal of Station WMCA, New York, to carry the talks of the Rev. Charles Coughlin.
At the same time Frank R. McNinch, Chairman of the Federal Communications Commission, declined to comment on the Coughlin case, Mr. Miller’s statement, or the "open letter" to him from Dorothy Thompson, newspaper commentator.
"Broadcasts inciting racial and religious hatred are an evil not to be tolerated", Mr. Miller said.
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