U. S. Radio (Jan-Dec 1961)

There arc 21 who say they began editorializing in either I960 or 1961. But such statistics, however comforting, do not begin to measure the vitality of the editorializing movement. Responses to a u.s. radio question on the subjects of "your last three editorials" brought an astonishing variety of answers, ranging across such a broad scope as: behavior of Americans in Mexico, volcano eruption in Hawaii, whether beer should be sold in grocery stores, the first dalism (WWDC Washington), a local bond issue for Houston (KNUZ Houston) , Criminal Court relocation (WBBM Chicago) , police and weapons (WK.RC Cincinnati) , the Manhattan power failure (WCBS New York) , the reorganization of the city's government (KQBY San Francisco) . State and regional problems which command broadcaster attention included such diverse subjects as State Commission for Albany Rehabilitation (WTRY Albany-Schenectady Most radio editorials concern local a issues Local or state politics and issues 23 Local civic issues 21 Federal government, politics and policies 17 Traffic, driving, parking, automotive safety 15 Young people, education, schools 12 Health 11 Recreation 11 Business conditions, issues 9 International subjects, issues 8 Ethics 5 Farming 4 According to replies sent to u.s. radio in a recent questionnaire, 49% of current radio editorials are concerned with local issues, and 16% with regional and state problems. An analysis of 136 editorials picked at random showed th is breakdown. I space shot, putting "vacant store windows to work," federal aid to education, and the depressed look of down-town areas. A breakdown of subjects showed that roughly 49% were concerned with local issues, 16% with regional or state issues, and 35% with national issues. Local subjects on which broadcasters took editorial sides included such topics as: the Lake Washington Bridge (KOL Seattle) , city zoning (KYW Cleveland) , school van Troy) , unemployment (KMOX St. Louis) , the Indiana legislature (WXLW Indianapolis) , an amendment to the Texas Constitution (KONO San Antonio) and narcotics laws (KTLN Denver). On the national scene, four stations sent in editorials on the recent Tractors for Freedom movement (KRAK Sacramento, WICC Fairfield, WOAI San Antonio and KRUX Phoenix) . The post-war relationship between Germany and Israel was the subject of editorials on a number of stations including WMCA New York and WJTN Jamestown, N.Y. Communism was discussed on WDOK Cleveland and KQBY San Francisco as well as on many more. Among more general subjects, broadcasting's equal time controversy got editorial treatment on KCBS San Francisco and on WWDC Washington, among others. WDSU New Orleans discussed violence on tv, and WKRC Cincinnati spoke against pacifists. WPBC Minneapolis took up the Berlin issue. Typical of the diversity of approaches which even stations relatively new at editorializing are now using is the report from WSPD Toledo. WSPD began its editorials on January 2, running them once weekly for the first six months of the year, and stepping up its schedule to five weekly on July 3. Its last three editorial subjects have been (1) The need for industrial development of the Greater Toledo Area; (2) controversy between a State legislator and a Toledo hospital over an addition to the hospital; (3) the need for better candidates to file in the upcoming City Council election. WSPD's Managing Director Reggie Martin writes: "We regard our editorializing as one of the finest moves we have ever made. Public reaction has been enthusiastically and overwhelmingly favorable." Among the editorializing veterans, WJAG Norfolk, Nebraska believes it may have broadcast the first radio editorials on the air in 1922, and after 39 years is still going strong. Its most recent editorials included these subjects: (1) freedom isn't free (4th of July) ; (2) the pros and cons of the 23rd amendment; (3) don't condemn broadcasting for the personal shortcomings of a few entertainers. As to editorializing results, WTVN Columbus reports that a single editorial which ran five times on one day only, and branded the Tractors for Prisoners deal as "blackmail," drew 10,045 letters from listeners. Some broadcasters such as Dick Gilbert, KYND Tempe, Ariz., have a record of editorializing which goes back many years and covers many 18 U. S. RADIO/August 1961