Sponsor (Apr-June 1964)

The Latins named him: Hippocampus Hudsonicus Lophabranchii Syngathidae . . . the ancient Romans were long winded . . . we call our seahorse "SUNNY." He's the symbol of Quality Broadcasting in Tampa-St. Petersburg. Ex SUNNY venarus SALES WSUN TELEVISION $ RADIO TAMPA ST. PETERSBURG Don't trip on your toga, call: Nat. Rep.: Venard, Torbet & MfConnell S E Rep.: Bomar lowrance & Associates M PUBLISHER'S REPORT THE CASE FOR A FEDERATED NAB I've been talking FEDERATED NAB for ten years. So naturally I'm more than interested to note the eurrent wave of interest in the subject. Our "Blueprint for a Federated NAB" was first published in Sponsor, I complete with diagram showing suggested line of command and compon-| ents of a proposed federation, way back when. What baffles me is why so logical and necessary a step is allowed to fl stay in limbo. If past experience is an example, the present groundswell will be briefly amplified and then take a backseat to the next crisis. Why do I think that a federated NAB is so essential? Here are a handful of top reasons: 1. The commercial broadcasting industry is a real giant. It's also complex. But its complexities fit snugly into several separate setups under one tent. The NAB is concerned with matters common to the whole industry. It is concerned with separate television matters. It is concerned with separate radio matters. Our proposal, made ten years ago and repeated today,! suggests separate radio and television associations with managing directors for each operating autonomously, but on common matters working with the president and combined boards. 2. The biggest task facing the NAB president under the existing setup is to advance and protect the concept of a free enterprise commercial broad1 casting system with minimal governmental regulation. The more attention | that he can give to this all-important assignment the more valuable his contribution should be. A federated NAB will permit him to concentrate on) this objective with fewer distractions. 3. There is talk of a separate radio association completely removed I from the NAB. Such a proposal is being voiced in trade publications and newsletters right now. I strongly doubt that this will do the job. The common causes which both tv and radio elements must uphold would be handled by two separate associations which obviously would muddy the waters and often do more harm than good. 4. Besides the vital task of enhancing the industry's image with the government, the president is involved in other common industrj activities such as labor relations, legal matters, coordination with other industry efforts, and public relations. A federated NAB provides an ideal tent for covering common-purpose chores rather than asking various organizations to handle them piecemeal. 5. A federated NAB with separate budgets and strong areas of responsibility and autonomy for each of its three setups is more economical than splinter organizations. The numerous splinter groups of our industry add up to tremendous cost. Thought must be given to consolidation. The federated NAB provides the proper location for most of these splinter setups under their respective areas of interest. 6. Radio has often complained that it doesn't get "a break" under tv domination of the NAB. A federated NAB would automatically mean that the radio president would pursue his goals with intensity and purpose. ^T^U^y April 27, 1964 / SPONSOR