U. S. Radio (Jan-Dec 1961)

Washington NAB Radio Code Amendment Sets Maximum Ad Time on Air The new NAB Radio Code setting maximums for advertising during a broadcasting hour covers announcements and multiple sponsorship programs as well as single sponsorship shows as it did in the past. The amendment going into effect on May 1, states: "The maximum time to be used for advertising in announcement and/or multiple sponsorship programs shall not exceed an average of 14 minutes an hour, computed on a weekly basis; provided, however, that in no event shall the maximum exceed 18 minutes in any single hour or five minutes in any 15-minute segment. For the purpose of determining advertising limitations, such program types as 'classified,' 'swap shop,' 'shopping guide,' and farm auction programs shall be considered as containing one and a half minutes of advertising lor each five minute segment." Collins Indicates to NAB That First Step Is Self-Improvement Reorganization of the structure of the NAB in order to offer a "positive program designed effectively to remedy wrongs, to capture the public enthusiasm and to serve the public interest," is on the top of the association's agenda. TeRoy Collins, president of NAB, has outlined the prograin during his opening address to the NAB board of directors at its recent Palm Springs, Calif., meeting. Sees Broadcasting Freedom Through Opposition to Excessive Regulation Within the program to improve broadcasting's position, one of three major areas that has most concerned Governor Collins is that of the ever-increasing governmental regulations placed upon the industry. He has indicated that the NAB must remain on guard against government imposition. In this respect, he notes that too often the networks and not the NAB are considered the spokesmen for the entire industry. "When big, important matters develop concerning broadcasting, NAB too often is not regarded as the primary contact. Rather, the networks are. . . . There is no sound reason why the networks should 'outrank' NAB. No segment of broadcasting, however important, should. If NAB is to speak for all of broadcasting, its voice should be stronger than the voice of any part of it. Public Relations Can Be Improved Through Industry-Wide Unity "Instead of a multitude of voices," Governor Collins has emphasized that "broadcasting should have a better-unified voice which can and will be heard. We should seek a formalized method for coordinating NAB and non-NAB public relations activities as they affect the profession as a whole. Radio has made a beginning in this direction, through its 'Build Radio with Radio' campaign." Quality Programming Will Bring Respect to Broadcasting Governor Collins feels that the public, and Washington, will never be impressed "if we do not make some substantial further progress in the improvement of our own product . . ." He laments the fact that NAB radio membership barely constitutes a majority of existing radio broadcasters. "I deem it a major responsibility of NAB to work toward an ever-increasing stature for radio, toward steadily increasing respect for the medium in the minds of the public, the advertising fraternity and, 10 U. S. RADIO • March 1961