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U. S. RADIO
1960
MAY
RADIO ... IN THE
UNDERLYING THE STORY
Radio has staked its future growth on service to the community. Its public interest performance is not a contrivance but comes naturally to a medium whose structure is based on community participation.
Replies to u.s. radio's questionnaire survey oi stations across the country have formed the basis for the ensuing evaluation of radio's public service record. Were all stations to be included in this study, the story could fill volumes. Therefore, it has been necessary to present this story in the confines of the questionnaires returned.
Programming generally is oriented in such a way that without excessive fanfare, drumbeating and sensationalism it performs in the public interest.
There are the everyday types of service pro gramming — news, time, weather, traffic, information; there are other types — editorializing, fund-raising, safety, education and youth, civic affairs, community welfare, panels, documen
taries, discussion, among others.
This is a record that tells its own story.
All too often radio's role in the public interest is taken for granted. Support for this view encouragingly has been put forth recently by people other than broadcasters. Congressman Celler thinks so . . . "Perhaps we have become overly accustomed to . . . enjoying its many services."
In the agency field, Donald Leonard, media director, Fuller & Smith & Ross, thinks so, too . . . "Radio ... is not generally applauded for public service because the listener is accustomed to, and expects, radio to do the things that it, of all media, is best equipped to do."
And Sam Vitt, vice president, Doherty, Clifford, Steers & Shenfield, also believes this to be true . . . "With its time signals, weather reports, traffic analysis, panels . . . radio has fashioned its survival out of public service programming."
Stretching for 40 more pages is a documentation of Radio . . . In The Public Interest.
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U. S. RADIO
May I960