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On Taking
Editorializing Survey
Shows Some Results And Many Reservations
There are four distinct prejudices against editorializing on the air harbored by local radio stations — but they have not proved valid where editorializing is actually in practice, according to a u.s. radio survey.
Stations ^\•hich do not editorialize —and they are the great majoritylist the following reasons (in order of frequency):
1 — Fear of antagonizing segments of the audience or advertisers.
2 — Lack of time and highly trained newsmen.
3 — Worry over granting equal time to anyone with a diverse opinion.
4 — Belief that it is not their job. ("Too much work." "The wire services cover the news very nicely." "Our job is entertainment.")
Of the stations which favor edi
torializing, some limit their opinions to crusades for civic betterment, but most claim the right to speak out on any subject. One of these, ^\^\DS, Ansonia, Conn., covers "local, national and international" issues "because people want to kno^v our opinions. We have had no adverse reactions from sponsors— just comment. The general public's reaction is excellent. People call and write us asking us to take a stand on certain issues. They listen for WADS editorials."
Wide Area
Stations are editorializing today on everything from delinquency to defense, high schools to Hoffa, politics to playgrounds, streetcleaning to "Sputnik." One station manager, more conservative, says he has come out "against sin and for motherhood."
But in the wake of the recent up
surge of interest in editorializing, spotlighted by Oregon Governor Robert D. Holmes' statement last month to the Region 8 XARTB conference that "political eiuiuchs are scorned; scorned by legislators, scorned by your listeners and viewers," many stations still think the price is too high.
WS\'A, Harrisonburg, Va., sums uj) its stand tersely: "With the mixed population we have, certain aspects of any editorial matter ^.•ould not sell well." Similar situations are reported by KMHT, Marshall, Texas: "Too reactionary in this market at this time," WYTI, Rocky Mount, Va.: "The ne\\'S])aper here has received considerable criticism since this is a small town. We have stayed away from it, since we want to entertain, not criticize," and KLGN, Logan, Utah: "A small station with a small staff in a small
U.S. RADIO
November 1957
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