Radio Broadcast (Nov 1923-Apr 1924)

346 Radio Broadcast "None of us knew a great deal about radio telephony, and, looking back on the efforts of those days, we will all here admit that they were quite crude, compared to the present-day broadcasting. "It soon became apparent to the Tribune that this competition for the air, and the competition for singers, musicians, bands, etc., would soon reach the point where the Tribune would have to assume a very heavy financial burden. In return for this burden, we could hope to get nothing except that intangible and transient commodity known as good will. Then, inasmuch, as this good will would have to be divided more or less equally among our many broadcasting stations, we did not think that our net return would be worth the expense involved. "The three large newspapers of the Twin Cities evidently came to this conclusion about the same time. The managing editors who had hitherto been cold and uncommunicative competitors, began to get confidential, and even complimentary toward each other. This unnatural condition of interoffice amity deceived none of those interested. It was only a short time until the three gathered together, laid their cards on the table, and frankly asked each other what was the use of a newspaper running a radio. "The result was the agreement on the part of the three newspapers to withdraw from the field and to lend their support to a private organization that was then planning to install a thoroughly up-to-date station. Simultaneous announcement of this decision drew from the public rather unflattering but fervent commendation. "The truth of the matter was, that with our lack of experience, we were not giving the public the service and the quality of entertainment they desired, and I think that experience has shown that one or two well-organized stations, operated by a management that would have no other interest, are able to give the public better service than a multitude of stations operated as adjuncts to some other business. This is true, at least, as far as my experience is concerned with the hastily born and short-lived WAAL." C. W. Kirby, the Radio Editor of the Detroit News feels that in spite of the heavy expense in maintaining a good broadcasting station, a solvent and progressive newspaper is justified in maintaining a station. " The newspaper derives no tangible benefit from broadcasting," says Mr. Kirby. "The Detroit News was one of the pioneers in radio broadcasting. Its first set was placed in operation on August 30, 1920. A few months later, its original broadcasting equipment was discarded for the more powerful, more efficient 500-watt station now in use. Our paper and our call letters, WWJ, have become known in every state in the Union, and in countries within 4,500 miles of Detroit through our broadcasting service. "Good will is about the only return we expect from our station. The circulation department tells us positively that they list no increases in circulation due to our efforts in radio. The advertising department is of the same opinion. The Detroit News maintains its broadcasting station as a part of its public service. In addition to the actual broadcasting of entertainment and general items of interest we have a staff of trained radio experts, at the call of the public." The presence of the newspaper in broadcasting undoubtedly has made the programs more varied and the service to the public greater. One need not go far for a recent example. Out of six stations broadcasting the address of President Coolidge to Congress, three of them were newspaper stations; WFAA, the Dallas News; KSD, the St. Louis Post Dispatch; and WDAF, the Kansas City Star. The newspaper brings its traditional acuteness for "what the public wants" successfully into the broadcasting field. So, newspaper owners are grouped in two opposing camps. Those who have gracefully retired from the field say, "It isn't worth the money." Those who are still active and healthy participants say, "We shall reap our reward in good will, by helping directly and indirectly to serve the public." Who is right? Perhaps both. But one of the most interesting side-light on the whole question was given the other day when we asked a radio enthusiast if he thought radio broadcasting helped the newspaper. "Help it?" he questioned and answered in the same breath, " I don't see how radio can avoid doing that very thing. Where I formerly bought one paper, I now buy two and sometimes three, for I don't want to miss any of the programs, near or far!"