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- 8 We come now to Problem Number Four: Promotion. Indirectly I have already touched upon this topic, I believe. I have referred to attitudes of indifference which must be overcome, to inadequate funds due to a lack of support, and have mentioned some means of establishing public backing for education on the air. In a way the director who regards this as his key problem is right. Other obstacles hinge upon the problem of promotion. Certainly, faculty members and other educators will not participate unless they are convinced of the wisdom of university broadcasting. Certainly the legis¬ lature will not lay any money in our lap until we have inter¬ preted and demonstrated the extent of our public service. And assuredly the Federal Communications Commission will not voluntarily offer improved facilities. These goals must be reached through promotional efforts of a high order. It is not enough that a university station director devise and present a superior radio program service. These programs must be publicized. Their results must be interpre¬ ted. Faculty, listeners, and the general public must be kept informed of developments. Newspaper listing and description of programs are essential, for we might as well admit that we all have the habit of looking in the newspaper to see what we can find on the radio. People must be told and told repeat¬ edly of what we are doing. It ! s queer, of course, how much people will believe when told often enough in print or over the radio. I freauently think of how the name of an ordinary violinist has been ballyhooed into a national by-word, and it occurs to me then that we in educational broadcasting have a great deal to learn about publicity. I think I shall not go into detail about promotion methods and devices. Everyone is familiar with the desira¬ bility of forming participating relationships with various organizations, and I have mentioned a few of these groups al¬ ready. Let me report just briefly on two or three recent ac¬ tivities at the University of Wisconsin. Last month we had as guests in our studio one evening the faculty members of Sigma Xi, honorary society of scientists. Some sixty members, in¬ cluding wives and husbands, were there. We gave them a tour of the broadcasting plant and a brief.explanation of the en¬ gineering aspects; we recounted the rich background of early radio exploration by university scientists; we described and interpreted current programs and aims; we auditioned and re¬ corded the voices of a number of those present. It was a de¬ lightful evening, resulting in new friends and a better understanding of the place of radio on a university campus. Now, of course, we have had similar meetings for other groups in the past, many of them, in fact. But we were impressed by this opportunity to demonstrate and interpret to a group of scientists something of the social uses of radio. Naturally,