Sponsor (Jan-June 1953)

HAROLD E. FELLOWS, NARTB PRESIDENT, SPEAKS FREQUENTLY ON BEHALF OF ALL ADVERTISING AS WELL AS RADIO AND TV NARTB protects advertisers against unfair laws, information service on radio and television "We must be vigilant to protect advertising's good name. We must be determined and unwavering in defense of our rights to its use. We must be aware of its essential purpose in the big scheme of American living. For if advertising should die of neglect, the America that ive know would die as well and the freedoms that we love u oulil waste away." J he above quotation is from an address delivered 1>\ Harold E. Fellows, president of the National Association of Radio and Television Broadcasters. Culled from one of main such talks delivered before all types of audiences in thousands of miles of travel durin£ the pasl year, il provides an accurate capsule definition ol the association's philosophy on advertising and advertisers. But more than a defined philosophy, il is descriptive of the <lail\ operational procedures within the framework of the \ \I!T!'>: for, in a very tangible sense, the association serves immeasurably to the growth and security of \merican advertisim and its practitioners. The NARTB's contributions to advertisers may be characterized under two broad classifications: (1) legislative and administrative support: (2) public relations, information, and promotion. 1. Definite aids given under the first category include legislative appearances before Congressional committees, liaison with the professional staffs of such committees, and consultation .uid cooperation through hearings ana talks with administrative agencies. 2. A major responsibility of the asso< iation is following closely the think ing and actions of Congress Thus. whenever new legislation affecting advertising is introduced in either house. the hills are carefully studied, an analvsis of the potential effect is transmilted to the NARTB members (and, in certain instances, to the industry at large), and the association requests the privilege of presenting its views concerning the pending legislation befor the propei I ongressional committee. Teslimonv. developed frequenlh through cooperation with representatives of the advertising industry, is ultimately delivered by one or more of the association's six registered lobbvists. Such testimony, backed by expressions of opinion from broadcasters throughout the nation, has been helpful to the legislative body in its deliberations— and has saved advertising from some inequitable legislation. A good example of the association's efforts in this realm is provided by the Johnson-Case Bill. The legislation was aimed directly at the advertising of hard liquor by radio and television. Although broadcasters, of their own volition, do not accept such advertising, the NARTB waged all-out opposition to the proposed law simply on the basis of believing it unfair to withhold the privilege of advertising any legally salable product. The association, through its several appearances before Congress in connection with the bill, lakes some credit lor its defeat. 3. The Congressional ruling that the Defense Department could expend no government funds for recruitment advertising isanother effective example of the \ \RTB's legislative activity. I pon announcement of the restriction, the association conferred informally with members of Congress and with I Please turn to page Oil i 30 SPONSOR