U. S. Radio (Jan-Dec 1960)

tlic broadcaster can provide a lavoral)le backdrop for the advertiser's message. The image ol the station can have an effect upon the reception ol this message. Therclore, it behooves stations to put their best loot lorward in jjiiljlic service progrannning." In the opinion ol Donald Leonard, director ol media, Fidicr X; Smith !^ Ross Inc., New York, radio's role in public interest progrannning is limctional: 'I believe each radio and tv station develojjs an image — call it 'community character' — and the primary ingredient is public service. Radio, in particular, is not generally lauded for public service becairse the listener is accustomed to, and cxjiects, radio to do the things that it, of all media, is best equipped to do. "Notices concerning school closings dire to bad weather is a good example. A paradox on this public expectation is the publicity some newspapers have received for simply doing what their editorial pages have always been reserved for: Taking a fiiin stand on a certain issue. "As damming as some attacks on broadcast media seem to be, the fact remains that all participate in ]jublic service in varying degrees. It would seem that ratlio, specifically, does this so well without touting the fact that it is being done that the average listener accepts rather than expects." Also exploring radio's functional role in public service is Sam Vitt, vice president and associate media director, Doherty, Clifford, Steers & Shenfield Inc., New York: "Public service progrannning, it seems to me, is just coming of age. Perhaps this maturing will be further stimulated by the recent criticisms of the broadcasting and advertising industries. But it is not really terribly surprising that public service programming is where it is now, nor that it appears headed tor a brighter, more productive futine. "In the first place, if one is concerned about public service progrannning in the broadcast industry, it is jjrobably that either consciously or unconsciously, he is thinking about television. For certainly radio, in reality, today is public service programming to a considerable degree. With its news, time signals, lilllll»II!l"lllllliil!llllllll!llllllll!lllllll!ll!llll!lllillllll!!llllllll!lli;i!lllllllilllllllllll^ selves may not be the highest — is this noi a kitilc field for the advertiser to plough? From all evidence. Ad Row is extremely interested in the positive develojjments in pid)lic interest [)rogrannning. The NBCi Spot Saks' sixth opinion sinvey ol its timcbuyer o])inion panel has dealt with this inteiest. It shows in uinnistakable terms that sound, well-planned and promoted public service programming can attract spcjnsor interest — and bring with it many additional benefits to the station. For one thing, 65 percent of those responding said they believe it tends to run true that a station that develojjs a strong public service image also provides greater sales effectiveness for advertisers. This type of programming can be an effective advertising vehicle in helping to mold a corjjorate image, in the opinion of 95 percent of the respondents. Also, ()4 peicent believe it can be effective in helping to ])romote high cost hard goods, while only 25 percent think it is effective for low cost, high tiunover items. The NBC Spot Sales' cjuestionnaire on public service |)rogramming was returned by 292 panelists (out of a total sample of 1,000) working for 225 different ad\ertising agencies or offices in cities across the countiy. Of the respondents, 87 percent work for agencies \\ith billings in excess oi $1 million, while fi.8 percent are employed by ad shops whose billings are inider SI million. lestifying to the mounting interest in public interest programming by agencies and their clients are these results: .86 percent affirmatively reported that either one of their clients expressed an interest in or they themselves have recommended the sponsorship ol a radio station public service program; and 48 peicent believe that advertisers will in the coming vears be more inclined to sponsor such radio progrannning. The parallel interest between station and advertiser is expressed by .Arthur Pardoll, associate media director, Foote, Cone & Beldiu" Inc., New York: "Through diversified public service programming, a station has an excelleirt opportunity to establish a close identity with the Icxal commiuiity. In this way. Question C In general, do you think that over the past few years the quality level of radio public service programming has increased, decreased or remained about the same? Billings Over Under Total $1,000,000 $1,000,000 # % # % # % Increased 114 40 51 48 63 35 Decreased 87 30 22 21 65 36 The Same 81 28 31 30 50 28 Don't Know 4 2 1 1 3 1 Total Respondents 286 (100) 105 (100) 181 (100) Question D In your opinion, does it tend to run true that a station that develops a strong public service image also provides greater sales effectiveness for advertisers? Bill ings Over Under Total $1,000,000 $1,000,000 # % # % # % Yes 188 65 60 56 128 70 No 54 19 29 27 25 14 No Opinion 47 16 18 17 29 16 Total Respondents 289 (100) 107 (100) 182 (100) U. S. RADIO Mav I960 63