U. S. Radio (Jan-Dec 1960)

HOMETOWN U.S.A. by its owned stations is indicated by the statement from the CBS board that "Editorials should be broadcast with considerable regularity and frequency . . . and should be of sufficient length to present the logic and evidence behind their (the stations') conclusions." It is suggested that a radio editorial rarely be less than five-minutes in length. "Editorial 'spots' should never be used," the editorial board said. Fixing Responsibility In fixing rcsponsibilitv ior the origination of editorials, the board states that this should be the function of station management alone, "not of individual departments, program personalities or 'cohunnists of the air'." Turning to the actual onthe-air presentation, the opinion is given that editorials not be delivered by news personalities "whose impartial presentation of the news may thus be questioned. Nor should editorials be delivered by annoinicers w'ho are otherwise primarily identified with commercials or essentially entertainment programming." Professional Writer The suggestion is made that each station emplov at least one professional editorial researcher-writer who woidd be responsible to the general manager for the preparation of editorials. Although the editorial need not necessarily be delivered bv the general manager, the CBS guide points out,' they "must be delivered i)y management spokesmen. Each station should search out — and. when feasil)le. use — individxials who best combine on-the-air presence with a considerable degree of managerial responsiljiliiy, or should hire a special editorialist whose function is to speak for management." Two Types of Editorials Attention is given to i^vo tyjjes of radio editorials — the consensus and (he partisan. A consensus editorial is described as one "in which a station primarily underscores or reminds the pul)lic of basic principles or obligations to which no responsible segment of the commimity is likely to take exception." CBS Guide to Station Editorials''' • Editorials should he fair, accurate and effective • Editorials should stimulate thinking and decisionmaking • Editorials are sole responsibility of station manage me nt • Edtorials should he delivered by a station management spokesman • Editorials should be broadcast with regularity • Editorial "spots" should not be employed • Editorials should be prepared by professional researcher-writer • Opposition must have opportunity to reply to partisan station editorials • Stations should search out opposition views • All local subjects are suitable topics for station editorials *Chari based on recommendatiom found in CBS Radio Network's "Rules and Guideposfs for Ediforials on CBS-Owned Stations." lilUIUI Devoting a considerable amount of care to the subject, the Network guide explains that "partisan editorials, in which a station clearly takes sides, should be accompanied by painstaking concern for fairness and balance in providing on-the-air opportunities to the opposition." Treatment of Opposition 'While the "equal time" concept does not apply to editorials, it is declared, stations should provide the same kind and amount of time, technical facilities and promotion to the opposition viewpoints as they make use of for their own partisan editorials. "When a station gives inordinate weight to its own partisan editorials by the pre-emption of conmiercial time, it should take particular care to choose comparable reply time for the opposition." The warning is also given that stations make every effort to search out opposition to their partisan editorials. By following this procedure, it is said, a station may avoid demands for equal broadcast time by the opposition. The use of the "letters to the editor" technique as a means of permitting the opposition to reply to a partisan editorial is said to be "frequently insufficient to guarantee fairness and balance." Production Techniques Production techniques used in the presentation of partisan views by stations should be of such a nature that they could be fairly offered to the opposition, taking into consideration the production "know-how" of the opposition, the guide says. When a partisan editorial is repeated, CBS suggests that the opposition also be given the opportunity to be heard again. In general, however, it is felt that editorials should normally be repeated only in order to reach different audiences. A w'ide area of subjects are suggested as suitable topics for a station editorial. These include all local subjects, or national subjects that have special local implications. • • • 46 U. S. RADIO • February 1960