U. S. Radio (Jan-Dec 1961)

RADIO IN THE PUBLIC INTEREST EDITORIALIZING advised his fellow broadcasters that Congress has approved the submission of the amendment to the states, with ratification by 38 states necessary for adoption of the measure. Jn taking the battle to stations that editorialize across the country, WWDC has enclosed a suggested 60-second editorial as well as a carefully-researched fact sheet that explains the status of the amendment, its purpose, how it would affect the various states and the district, and a history of the voteless tradition. Mr. Strouse has appealed to stations to editorialize on the issue, if they believe in its merits, so as to influence state legislatures which must pass in favor of the amendment's adoption. PRESIDENTIAL CAMPAIGN STAND WMCA New York, among the first stations to editorialize, stirred up a beehive of activity and comment last fall when it took a stand on the presidential contest. In what is credited as the first time a station broadcast an editorial supporting a White House candidate, WMCA came out in favor of the then Senator John F. Kennedy. On October 26 and 27, Nathan Straus, chairman of the board, delivered the endorsement. The editorial resulted in a great deal of comment, pro and con. In fact, Senator Thruston B. Morton, Republican national chairman, filed a formal demand for equal time. But the station had already offered Republican presidential contender Richard Nixon and his running mate Henry Cabot Lodge an opportunity to reply. Ambassador Lodge accepted the invitation and replied to Mr. Straus' editorial on November 7. WMCA ran full-page advertisements in New York newspapers before both broadcasts in an effort to give equitable treatment to both points of view. At KCBS San Francisco, the editorial accent is on community affairs. During 1960, the station says it aired 31 editorials. In cases where groups in the community differ with the conclusion of an editorial, a spokesman is given the opportunity to reply on the air. Five such replies were aired last year. KCBS broadcasts each editorial three times a day (generally at 8:10 a.m., 5:55 p.m. and 9:10 p.m.). When a group presents a countering position, it is broadcast at the same time as the original station editorial. The editorial topics cover a wide area of community life. Some offer constructive criticism, while others endorse projects and persons in northern California. During 1961, KCBS says it will continue to take a responsible position on local matters. And although the station does not plan to air these messages on a regular schedule, it expects to editorialize each week on issues it believes of major importance. The radio and tv stations of the Taft Broadcasting Co. have been editorializing on a regular and continuing basis for the past year. The group has just laid plans to enlarge the scope of the editorial function for WKRC-AM-TV Cincinnati through the appointment of an editorial director, Pat Boisseau, and the naming of an eight-man editorial board to establish and shape policy. Under the new policy, editorials on the radio station will be broadcast four times daily, where formerly they were aired only on Monday. This schedule allows for 16 more radio editorials. The board will meet weekly to develop and approve the editorials. Mr. Boisseau, a member of the board, will be responsible for the research, writing and delivery of the WKRC editorials. However, when editorial subjects are developed for delivery by all Taft stations, they will be presented by L. H. Rogers, operations vice president. As to editorial content, Taft policy does not support specific candidates for public office nor political parties, platforms or credos. Over the past year, editorials have covered such things as government control, foreign affairs, fluoridation, juvenile delinquency, problems in education, Jimmy Hoffa and outer space. KFMB San Diego describes itself as having "recently entered the extremely serious field of editorializing." Like most stations that editorialize, KFMB reports it does not take lightly its obligation of fairness to the public. "Much research and many hours are spent in preparing these editorials. KFMB presents the issues in clear and concise language. Then the arguments for and the arguments against each proposition are outlined. Then, and only then, do we present our editorial— prepared and delivered by management." The station also declares that it "editorializes, but not indiscriminately." Its efforts are directed at informing listeners and influencing them "to vote in a manner which will in the end result in better living conditions for them." EFFECT ON LOCAL ISSUES KFMB believes that its efforts have had effect on several local issues. It editorialized on behalf of deeding an expensive section of land to the Dr. Jonas Salk Research Center and the issue was overwhelmingly endorsed, it states. Also, during last year's general elections, the station editorialized on state and local propositions — such as "yes" for a water bond issue and "no" for a state senate re-apportionment measure — with considerable success, KFMB reports. For more than three years, KFH Wichita, Kan., has been editorializing on a regular basis. These onair opinions deal generally — but not exclusively — with issues of community-wide interest. A recent editorial deploring the "adult" type of movie fare being 26 U. S. RADIO • February 1961