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NAE8 h'ENS LETTER . ....... PAGE .MW I* * 9^3 MO ONE QUESTIONS THt NEED TOR IMPROVEMENT 0?* MAW PROGRAMS OFFERED PV COLLEGES AfiP tJHl VERB* TIES* tVUSTHER THOSE. PROGRAMS GO OUT OVER A NOW*QWEO STATION OP. OVER A COLLEGE*OWNED STETSON,. GoMflERCI AL RADIO | T S£LP ADMITS THAT IT TOO HAS ROOM *“011 IMPROVEMENT HERS AMR THERE, %T t AM NOT ?ll COMPLETE AGREE¬ MENT WITH THE GENERAL STATEMENT THAT EVERYTHING EVANA71 WO TROM A COLLEGE \ OR ON:VERS I TV MUST HAVE “SHOWMAN3H tP M ^00CAT IONALLY OWNED STATIONS RECEIVE AMPLE FAN MAIL TO INDICATE THAT THE TYPE or THING THEY ARE DOING IS APPREC¬ IATED *>NJ WELCOMED BY A S? 7.A31.E GROUP. OBVI0U3LV A COMMERCIAL STATION HAS WORKED HARD TO DEVELOP ITS AUDIENCE THROUGH THE SCIENCE OF SHOWMANSHIP ON THE AIR. ^0 GAMBLE WITH L08ING EVEN A SMALL PERCENTAGE OF THIS AUDIENCE BV PRESENT5NO A POOR COLLEGE PROGRAM f 3 .MORE OP A CHANCE THAN THE COMMERCIAL STATION WANTS T 0 TAKE, ?N SPITE OF THIS $A»3LCf HOWEVER, MOST STATIONS HAVE GIVEN GENEROUS PORTIONS OF THEIR BROADCAST TIME* Those institutions which get to a radio audience onl v once or twice a year HAVE NO EXCUSE, IN MV OPINION, FOR PRESENTING OTHER THAN A SHOW WHICH, WHILE IT TELLS A MESSAGE THE INSTITUTION WANTS ITS LISTENERS TO KNOW, CAN BE MADE SO ENTERTAINING THAT BOTH THE STATION MANAGER AND THE LISTENERS WILL FEEL WELL REPAID FOR THE INVESTEMENT OF TIME, HOWEVER, TO EXPECT AN INSTITUTION TO PRESENT PROGRAMS SEVERAL TIMES A WEEK WHICH ARE CRAMMED FULL OF SHOWMAN¬ SHIP AND ENTERTAINMENT VALUE JUST IS NOT IN THE CARDS, UNLESS YOUR DEFINIT¬ ION OF SHOWMANSHIP IS DIFFERENT THAN MINE* Even these semi-cccasiowal broadcasts all too often have * sad fault: they ARE SO PACKED WITH PROPAGANDA AND MATERIAL OF INTEREST TO SUCH A LIMITED GROUP THAT THE EFFECTIVEMfS3 «F THE WHOLE SHOW IS LOST* WS SHOULD REMEMBER THAT SOME OF THE MOST EFFECTIVE PU 31.1 Cl TV |S THAT WHICH IS PUT ACROSS IN A MOST UNOBTRUSIVE MANNER. IT IS FAR BETTER TO tt SNEAK IT |N W THAN IT IS TO