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GUARDIAN BLDG., DETROIT
J E. CAMPEAU Presideni
ROBERT E. EASTMAN & CO., INC. Natl Radio Rep.
PUBLIC SERVICE (Cont'd from p. 57)
been offered lor sale. It is a fiveminute editorial using the personal pronoun T." He stated that two men on the news staff write their own editorials. "I never see them. Sometimes I never hear them." Mr. Breen also stated that listeners get a chance to answer. He further declared that editorials were not designed to serve pressure grotips. On the subject of sponsors, Mr. Breen said, "It has been my experience and that of many others that we gain, rather than lose, advertisers."
Both Messrs. Strouse and Breen agree that editorials should entertain as well as inform.
News Coverage
In the area of news presentation and coverage, William Small, news director of WHAS Louisville, Ky., entered the arena of controversy w'ith a blast at radio's widely used fiveminiiie news capside. "Almost every day the reporter with just five minutes to tell his story finds himself sacrificing sense, substance and style." Mr. Small stated that "frequency ol news is a nebulous matter." He said, "It is my contention that public service is best served by serving up news at an appointed time so that a listener will know that . . . whatever it is, he can find a full report on your station." Mr. Small then cited some observations on radio news presentation: Radio news should not run a catalog of crime, using everything on the police blotter; it does not need sirens and noise; it has no place for "phony claims of phony exclusives;" it should not be used as a promotion vehicle for the station; it does have a need to encourage solid reporting.
Brief Tapes
Martin Weldon, director of news and special events tor WNEW New York, offered the results of his station's experience in light of its increased emphasis of news coverage. "Local news is our field of concentration, stressing mobility and cover
age. We use reciprocal beeper phone service and brief tajies that run about 35 seconds. The voice of the man in the news is valualile. Showmanship in news presentation is legitimate as long as it does not distort. Radio newsmen become lietter when they gain more respect for their own work and realize they are in the news business with all of the tools of news-gathering plus one very special one — indigenous to our medium— the tool of tape." He said radio news must realize that it, too, can make news.
Age of Speed
Jerry Landay, news director of WBZ Boston, defended the use of five-minute hourly riewscasts. "The changing character of continuing stories in this age of speed . . . plus the huge volume of good story and tape material . . . demands that we publish on a frequent basis. . . . To deny the value of the five-minute news program is to deny one blessed advantage of the radio news medium — the ability to deliver it clearly and quickly."
Hugh Brundage, news director of KM PC Los Angeles, presented the case for radio's live, on-the-scene reporting—essentially the things only radio can do so well. Mr. Brundage mentioned how the station's mobile set-up covers the critical traffic problem in his area:
On the Move
"Our two helicopters and three mobile units at KMPC are constantly on the move during morning and evening peak traffic periods. Reports are also aired at other intervals whenever necessary, but we do not allow any of these reports to be sold commercially.
"Mobility plays a tremendous part in our news operation," Mr. Brundage stated. "Whether events take place on land, air or sea, we're on top of them with our mobile units, helicopters and a boat tie-in we have with the LI. S. Power Squadron."
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U. S. RADIO o October 1959