U. S. Radio (Jan-Dec 1961)

F n R m T RADIO The importance o£ on-tlic-scenc reporting and the de-emphasis ol news releases is underscored l>\ R.i\ Wilkinson, Eai m dire< tor, W( I < Rocky Mount, N. C. "Best results today are ac hieved by personal contact on the farm and lull-time study of local and area problems through county agents and the state extension service. No more jusi reading bulletins and wire service reports. Complete coverage ol all events in area, Erom on-the-fai m demons! i at ions to livestock sales and auctions." With the rapidly changing Earm picture adding new responsibilities to farm broadcasters, many stations are in the process of modifying or altering their Earm format and coverage. One such station, WOW Omaha, reports it has just had the most extensive program "overhaul" in 38 years. Rill Wiseman, manager, describes the changes in farm content. "Ouj new Eormat gives in< reased emphasis to three vital farm services — cm inn complete markets, current complete weather and current complete farm news. These will be brought to the farmer in-depth twice daily. "The award-winning program, Farm Service Reporter, featuring Arnold Peterson, farm director, and Frank Arney, associate farm director, has been split into two segments — at 6:15 to 6:30 a.m. and 12:15 to 12:30 p.m. This doubles WOW's farm service. In addition, recognizing that the farm family likes music and entertainment, we have added Rise and Shine, a musical show at 5:30 to 6 a.m. and 6:30 to 7 a.m., with both programs giving frequent weather reports, time and farm featurettes. 'AVOW also has increased its 6 a.m. news to 15 minutes and has inserted first market estimates and complete farm weather. Thus, the KDHL Faribault Minn., and the Ralston Purina Co. co-sponsored the "Beautena Roydl Show and Sale." Farm Director Dean Curtis (I.) gets report on the scene. entire period from 5:30 to 7 a.m. offers greatly improved farm service." Farm programming has always consisted basically ol providing information the farmer needs in his everyday operation. However, the growing complexity of farm technology coupled with new product developments are bringing about an expansion of information offered. "Besides the usual weather, news, markets, IVS.D.A. and state school agricultural news, our station lias added two new features within the last two years," states Harold f. (Smitty) Schmitz, faun director, KFEQ St. foseph Mo. "From February to August, we carry a weekly Insect Report consisting of taped interviews made with the extension entomologist of the University of Missouri School of Agriculture. litis is a 10-minute feature, usually sold and broadcast on Mondays. "Since last spring, KFEQ has carried special weather forecasts at 6:55 a.m. and 6:25 p.m., Monday through Friday, from Midwest Weather Service of Kansas City, Mo. These forecasts are beamed at farmers." The trend towards shorter farm program units, which started a few years ago, appears to be gaining in acceptance. ' We are in the process of shortening our program segments," says John Chase, farm program director, WHFB Benton Harbor Mich. "We are trying to streamline the information segments, but maintain the same amount of markets and weather. Actually, we are revising our Michigan Farm Hour (12:15 to 1 p.m.) despite the fact that the program was selected as the outstanding farm program in Michigan by the Associated Press in 1958-1959 and 1959-1960. "The objective is to provide a wider variety of information on each program. We have also expanded in the last two years our weather programs and local market coverage. During our morning program (5:30 to 6:45 a.m.), we are featuring more entertainment, but we still maintain basic farm features." And Chuck Bill, farm director of WLS Chicago, declares, "There's a definite trend toward short segment programming. WLS has a one-hour morning show, Farm Special, which features short segments or vignettes by farm editors, interviews, market reports, among other things. Between these segments, we feature regular music, news and weather reports." At noon, Mr. Bill notes, WLS has a half-hour news show, Mid-Day, which features three voices. Fiveminute segments include local news,, regional news, markets, weather, national news and a five-minute news summary. "More short items, more music," states Stan Torgerson, station manager, WMC Memphis. "The major change in farm programming is to a more listenable format with less long discussions." Wally Erickson, farm director, KFRE Fresno, analyzes the developments in shorter programming this way: "Trend is not definite, but some stations are going into shorter programming segments. The National Farm and Home Hour was dropped by NBC, which now uses farm short subjects prepared by farm broadcasters for Monitor. By the same token, a few stations have eliminated block farm programming for more fre 22 U. S. RADIO • January 1961