U. S. Radio (Jan-Dec 1961)

tude. Tradition has always accorded the "cat-bird seat" to newspapers when it came to local prestige. Hut now, through radio's involvemeni with public affairs, thai seal is being serioush challenged. In the straight news reporting area, radio has long had the edge. For quick, dramatic coverage ol news while it's still happening, radio lops all other conununi< at ions media (Most newspapers haven't bothered getting out "Extra" editions Eoi years.). Nevertheless, newspapers have clung to their "image" of champion of causes, protector of the public weal, disseminator of political and cultural information molder of opinion. Advertisers generally went along with this thinking; it was, for example, often reflected in national clients' dealer-co-operative advertising plans. But now a lot of broadcasters are jumping into controversial issues with greater speed and often more toughness than newspaper editors. As for information, radio is dispensing everything from opera appreciation courses to political debates, from traffic snarl warnings to college entrance requirements. If a municipal improvement drive needs support or a charitable organization needs funds, radio can be counted on to help. It is not surprising that many of the people who used to write letters to the editor are now phoning their radio stations. As mentioned earlier, public service programing averaged about 20% of total air time at the responding stations (highest reported was 50% by KOY Phoenix) . What forms does such service take and what do they mean to the community? Here are some examples: Candlelight Concert at WDOK Cleveland is a regular musical educational-appreciation series; the outlet also offers foreign language programs. WNEB Worcester, Mass., brings its listeners all regular meetings (plus many special sessions) of City Council and school committees. The Salvation Army in Des Moines benefits each Christmas from the Tree of Lights program on local station WHO. A regular series on the same outlet is Ioioa Roundtable, a panel discussion show produced by the Bar Association. Profile Pittsburgh, a half-hour for U. S. RADIO/September 1961 mat ol interviews and commentary on local affairs every week nighl ai six is pait ol the public service pro gram at WJAS-AM-FM Pittsburgh. Beginning September I, six CBS o&o stations (WCBS New York; K.CBS San Fran< isco; KW Los \n geles; KMOX St. Louis; VVEEJ Boston; VVBBM Chicago are the pro ducing stations) ollerccl a new sens ol seven 50-minute documentaries under the blanket title, How Serious The Challenge! The) all deal with credit bu) ing, employment . old age How stations rate their services A i .s. radio station mail survey asked broadcasters what, in their opinion, were the most outstanding contributions they make to public interest broadcasting. The table below was constructed from their replies and shows how they voted percentagewise on the relative importance of various serv ice types. Percentage of total stations Contribution type* mentioning News (all types) 50% Editorials 35%, Traffic safety 15% Opera and symphony 12% Interviews 25% Community fund-raising 15% Health and welfare 12% Local sports 10% Weather 12% Education and youth affairs 12% Religious 12%, Panel discussions and debates 30% Documentaries and news-in-depth 17% Opinion polls and phone forums 15% Coverage of government and civic meetings 10% Community improvement campaigns 15% Publicizing of civic events ^J /o Active participation in local affairs * % 15% v ♦Note: Mentioned by under 5^: foreign language, farm and garden employment, items for sale service. urban development, national dc Eense and w age s and pi ic es. I i aide sale! J and anti-Httei di is es have been undertaken by ABC o&o's — WABC New York; KQV Pitts burgh; WXYZ Detroit; WLS Chi cago; KABC Los Ange les, and KGO San Francisco. (For an account of what the radio networks themselves are doing in public interest programing, see Page 22). At WWDC Washington, an out standing public service feature is its news-in-depth documentary series, Sounds oj Democracy 1961. KRAK Sacramento donates 20 newscasts weekly to the Sacramento Chamber of Commerce. At WTBG Philadelphia, a regular "capsule" public service feature is Business Rackets, produced in cooperation with the Bettei Business Bureau. Twice daily reporting of job availabilities in association with the Oklahoma Employment Service is a KVOO Tulsa feature. Even the newspaper classifieds are challenged by WSAV Savannah, through its Market Calls, a free service to listeners with articles to sell. News, weather, editorials, sportcasts, women's service features, tide tables, cultural events, education, boating and fishing information, market reports, health and welfare features, traffic data, and — so we've heard — even obituaries on the air are proof that radio has invaded every newspaper province but comics and crossword puzzles. During the past five years, it is estimated that WQAM Miami has given well over $3 million in free public service air time. This station has been instrumental in bringing about needed changes in the Miami Symphony Orchestra, a $46 million bond issue for expresswavs. and the quick re instatement of a fired city manager. In Pittsburgh, KQV, broadcasting 21 hours a day from showcase studios at a busy intersection, refers to modern, public service radio as "People talking to people." Each year, dbout 125 different local public agencies and organizations benefit to the extent of more than 13,000 KQY announcements. In June, for example. 37 organizations received a total of $15,498.00 air time in announcements aired by the station. Such community responsibility is becoming a nation-wide affair. From 19