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EDITORIALIZING
Many stations are earning a new place for themselves in their community by adding a voice that urges and advises
For many stations across the country, editorializing has added strength to their comnmiiity voice. What the editorial did for the newspapers — is it possible to imagine a daily without such an outlet for expression? — it is doing for radio.
It is making the radio station not only the focal point for spot news, but also a respected voice in the community — a voice that comments, urges and advises.
The early fear of retaliation over public and sponsor disapproval of a station's stand is steadily waning. It is no more applicable for radio than it is for newspaper. Tliere are cases in which a sponsor has been lost; there are others where a sponsor has been gained. The same is true for listeners.
With the emphasis on local community involvement, tomorrow's radio station may look back on June 6, 1949, the date of the final Mayflower decision that affirmatively laid the groundwork for editorials, as the day radio came of age.
According to questionnaires returned in the u. s. RADIO survey, the radio editorial is practiced by stations of all types of formats and programming approaches, from the strong music and news stations to those who describe their formats as balanced programming. And in most cases there is evidence of results, whether measured in station recognition or in specific achievements.
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U. S. RADIO
May 1960