U. S. Radio (Jan-Dec 1960)

BACKGROUND Edward R. Murrow returns — with a major innovation in news programs. Every Sunday starting July 3, he and crack CBS News correspondents abroad will examine the week's most significant news in a 25-minute international "conference call." The objective: to impart fresh insight into the meaning of the news. A network radio program in the public interest . , . ONLY ON CBS RADIO the ?M^ THIS MONTH: MURRAY D. LINCOLN President Nationwide Insurance Companies Sees Obligations in Presenting Public Interest Programming Ihc (]iicsti()ii lias olicn l)ccn asked ol Mmia\ I). Lincoln, jjiesident ol N.itionuidc Insurance Companies, Why did your company sponsor the public service show, ilie Hidden licx'oUttiou?" (See p. 61.) To leani his answer, one first discovers thai the principles tliat guide the growth ol Nationwide are parallel to the interests that alFord radio its greatest opportTUiity lor growth in the space age. Namely, Mr. Linlolii and his firm believe that "people have Aviihin their own hands the tools to lashion their own desiin\. And we look upon radio as one ol the implements to advance what is not oidy an idea — but an ideal." In lurthering the interests of the public, Mr. Lincoln believes a dual obligation is involved. He says if radio is "to be a vehicle for fuller, freer conmuniications between people." it has an obligation to provide something more than music and comedy. Similarly, he believes that "business — particidarly big business — has an obligation to support programs that try to do more than amuse or entertain." Returning to the original question, Mr. Lincoln states, "We were convinced that the Hidden Revolution was a good show and, consequently, had advertising value. . . . In a broader sense, we believe such programs are stimidants that w^ill help awaken people to the fundamental issues of our time. ..." Mr. Lincoln was born April 18, IH92, at Rayidiam, Mass., (near Brockton) . He was born and raised on a farm, his first love. After graduation in 1914 from Massachusetts Agricidtinal College (now the University of Massac luisetts) , Amherst, Mass., Mr. Lincoln went to New London, Conn., as the first county agricultural agent in that state and one of the first in New England. Then followed posts with two banks as agricultural representative. In 1920, he became executive secretary of the Ohio Farm Bureau Federation. He resigned this post in 1948 to devote full time to the Farm Bureau Mutual Automobile Insurance Co., Farm Bureau Mutual Fire Insurance Co. and Farm Bureau Life Insurance Co., which he had been largely instrumental in founding. The names of these firms were changed on September 1, 1955, to Nationwide Mutual Insurance Co., Nationwide Mutual Fire Insurance Co. and Nationwide Life Insurance Co. Nationwide's growth — like radio's — is based on the challenge of tomorrow. • • • 99 U. S. RADIO Mav 1960