U. S. Radio (Jan-Dec 1961)

stations, it is 37.1 percent and II. I percent, respei lively. Although many people often become involved in the creation of an editorial, the manager or general manager of the station delivers the editorial in 67 percent of the cases, according to NAB. Next comes the news director or editor who gives the editorial in 31.8 percent of the situations. Most stations which do give air to their views pro1 vide an appeal for action. The NAB report stales that considering all stations which editorial i/c, whether regularly or occasionally, 50 percent of the small, 55.7 percent of the medium and 80 percenl of the large stations make a specific plea for action. Most stations have found, too, that editorializing has little adverse effect on station business. A large majority of all stations — 70.6 percent — report no effect on business from editorializing; only 1.6 percent state they lost business, while 27.8 percent say they gained. Stations that editorialize also adhere closely to rules of fair play. Nearly 80 percent seek out opposing views in many different ways (on-air invitation or by phone or letter); 15 percent offer time if it is sought, and only one percent of stations report they do not seek opposing views. The following are illustrations of the methods and experiences that various stations have had with editorializing, as reported in station questionnaires. These examples show the many varied approaches stations use and the different sentiments on content and subject matter. WRBL Columbus, Ga., has an editorial feature RESULTS U. S. RADIO • February 1961 (ailed Personal Opinion, whi<h it runs three tunes daily, live days a week. "This has been the best received feature ever used on the station/' WRBL i epoi is. "Commentary recognizes two-state (overage area and does not, therefore, confine itscll to local issues entirely. Station does not seek to stait contio\c-is\ for the sake of audience building. No name (.illing, no sensational approach. In spite of avoidance of 'colorful' technique, editorials have big audience. "We prefer to convince by explaining the issues fairly, unemotionally. Some stations avoid national issues. We use them, feeling that localities have an investment in national and international affairs. We use this type of material, however, only when the subject matter can be readily understood within three-minute limit assigned to the program. "Editorials are identified as representing the viewpoint of station management. They are aired by the director of public affairs. Copies are mailed to all persons who may be concerned with the issues discussed," the station adds. An indication of the stature attained by radio editorializing is a campaign being conducted by WW DC Washington to get ratification of a constitutional amendment that would permit District of Columbia residents to vote for president and vice president. The station has urged all stations that editorialize to support the proposed amendment with on-air views. In a dramatic plea, WWDC has pointed out in a letter to stations that last November 8 the 763,000 residents of the district did not — and could not — go to the polls. Ben Strouse, station president. DONOR GIVES blood in WEJL Scranton, Pa., studios as Bill Pierce (r), air personality, interviews him. More than 1,348 pints have been donated in Bloodmobile while stationed at WEJL. 25