U. S. Radio (Jan-Dec 1960)

hometown USA • Commercial Clinic • Station Log • BPA Memo (Local Promotion) • Radio Registers M^ Radio Developing Editorial Viewpoints Regular procedures recommended for stations to follow in efforts toward effective presentation of on-the-air editorial opinion Radio station editorials, dealing with everything from the latest international crisis to whether or not the town should vote funds for a marble bust of the mayor, are being aired with increasing regularity. There is a definite tendency among stations to exchange their role of being purely an observer for that of an active member of the community, with definite viewpoints and ideas that are clearly and forcefully expressed. An interesting example of inde pendent thinking by stations was found in St. Louis during last year's elections. Two CBS-Owned outlets, KMOX-AM and KMOX-TV, held opposite views on a suggested Metropolitan District Plan. And each station took a different on-the-air editorial stand on the subject. In issuing "ndes and guideposts for editorials on CBS-Owned stations" last month, the Network's editorial board states that "There need be no uniformity of editorial views" among its outlets. Covering various areas to be considered in the preparation and presentation of editorials, the Network guide explains that "The primary purpose of presenting . . . editorials, and the replies to them, is to serve the public interest by stimulating thinkins; and decision-making about important public issues. Station editorials are not only to be fair, accurate and effective, but also carried out with the maximum care and attention to details of all kinds." Encouragement of editorializins: U. S. RADIO February 1960 45