U. S. Radio (Jan-Dec 1960)

Radio In The Public Interest A DUAL OBIIGATION Mr. Liurolu, president of Nationwide Insurance Companies, wliose firms sfjonsored The Hidden Revolution, explains why lie thinks public interest programming is the responsibility of both radio and business. MURRAY D. LINCOLN One of the fundamental principles of the Nationwide Insurance Companies is the idea that people have within their own hands the tools to fashion their own destiny. And we look upon ladio as one of the implements to advance what is not only an idea — but an ideal. In our time mankind has made amazing progress in matching the incredible speeds of the world and of sound. However, the moral progress of man — his social progress — his ability to live together peaceably and in understanding with his fellow men — is not making comparable advances. But we are on the way. There is stirring in the world today a people's revolt against those sowers of fear and famine. This revolt has come along with knowledge — knowledge that for the first time in history we know how to al)olish htmger, want, disease, and scarcity; knowledge that we now know that we have the alnlity to abolish hunger, want, disease, and scarcity. Literally, for the first time we have crossed the threshold into the land of plenty. We have found that with all this plenty, we must \]i<ire it to keep it. That's where radio can contribute to a peaceftd world of plenty. First, by telling people that it is possible to create abundance for all people everywhere. Second, by helping people to develop the plans and the organization to spread that abundance world-wide. Today, perhaps more than at any time since our country began, people need a clearer knowledge of what is going on in the world. Momentous decisions that may affect the lives of all ol us for generations to come are in the making — and people's opinions must be gathered, as well as information given. There is a great and compelling need tor fuller, freer commimications between people. We've been asked on several occasions why Nationwide sponsored The Hidden Revolution radio series. We were aware, of comse, that programs which bear the "public service" label do not ordinarily attract sponsors. That may be because many of the programs are dull and uninteresting — so they don't attract audiences. There were several reasons for our sponsorship. If radio is to be a vehicle for fuller, freer conununicalions between people, we believe that it has an obligation to provide — and the public is entitled to expect — something besides a daily diet of cowboys, comedies and music. Moreover, we believe that business— particiUarly big business — has an obligation to support programs that try to do more than amuse or entertain. We hoped Tlie Hiddeii Revolution would help Nationwide realize some of its institutional objectives. Oiu" organization has been experimenting — principally through a policyholders' participation program— in ways and means to strengthen economic democracy. Through the radio series, we hoped to get more of our policyholders interested and involved in the democratic machinery we've set up — and to get more people to become Nationwide policyholders. We were convinced that The Hidden Revolution was a good show and, consequently, had aclvertising value. We're satisfied that the imaginative techniques and dramatic effects applied by CBS made it entertaining and interesting enough to hold listeners. In a broader sense, we believe such programs are stimulants that will help awaken people to the fundamental issues of our time — and change the popidar mood in this coinury from one of seeming indifference to public issues to one of responsible, articidate concern. We at Nationwide hold that an enlightened public is a responsible public — that when the people themselves grasp a problem, the first great step has been taken toward its solution. We believe that every organization— profit and non-profit^ — ought to do everything possible to alert the American people to the problems and the conflicts of the day. For if democracy and freedom are to sur\ ive — if we are to survive — all of us must learn to be participants in history — and thinking participants at that. • • • U. S. RADIO Mav 1960 61