Weekly television digest (Jan-Dec 1963)

4-TELEVISlON DIGEST JULY 29, 1963 . Adequate editorializing staff isn't "meaningful" answer, Harris said. A "juke box" station that doesn't discuss public issues isn't equipped to editorialize even it it hired a qualified person to do it, Harris stated. He also said that where editorial is written by outside service or source, it should be so identified. In letter to constituents last week, Harris offered proposal: Let station present factual outline of both sides of issues, then give opinion. It would give editorials more stature, lessen complaints, he said. History of editorializing was provided Conference by Dr. Mary Ann Cusack, special asst, to NAB Pres. Collins. She told how editorializing evolved from increased news & public affairs programming, said such views provide "reasoned interpretation of current events," rather than only isolated facts of news story. Rep. Cleveland (R-N.H.) supported editorializing in House last week — "subject to reasonable rules and regulations . . . the more information and opinions [people] can get the better." NIELSEN FAVORS AUDIT ONLY: Nielsen gave NAB Rating Council what amounted to qualified approval to idea of rating service audit. It didn't comment one way or the other on standards & methods improvement phases of NAB reform plan — except to say these contained "complexities" & "difficulties." Researcher picked unusual way to reply to NAB's request for final endorsement. It sent assn. — os well as AAAA, ANA, Advertising Research Foundation <S all clients — detailed 16-page outline of an auditing system. It contained carefully thought-out design for operation & financing of audit. In essence, here's what Nielsen is saying: It favors idea of audit, believes one can be put into effect almost immediately. It doesn't like idea of "industry committee" setting standards & criteria or trying to improve research techniques. It believes these areas ore hazardous. Nielsen's audit proposals ore in form of suggestions, company spokesman emphasizes. They aren't "hidebound" principles but are intended as something to "build on." NAB was studying proposal at week's end. Don McGannon, Group W pres. & NAB Research Committee chmn., told us Nielsen's suggestions would be "very helpful." He said prior conversations with Nielsen officials indicate a "qualified yes" to NAB's rating plan. McGannon also said he will be in Chicago today Quly 29) and expects to see top Nielsen executives. Most other major research firms hove already given approval to NAB plan (Vol. 3:29 p2). Nielsen proposes audit be done by CPA firm, under non-profit industry committee of advertisers, agencies, networks, stations, researchers. Company, it's understood, isn't so interested in committee membership issues as it is in assuring acceptance of a single audit by these groups. Subjects of audit would be designated in advance, but auditor wouldn't have to disclose date or period of audit. Financing proposal: (1) Researchers would pay internal cost of audit — ^record-keeping, executive & clerical salaries, electronic data processing. (2) Users would pay auditing fees, printing & distribution of reports. Nielsen said raters' costs would be greater, repeated view that broadcast audience research is "generally unprofitable business." In other developments last week, RAB appointed Dr. Alfred N. Watson as advanced research dir. to handle proposed $200,000 radio methodology study, to be conducted by Audits & Surveys Co. He also will undertake new studies of advertising effectiveness. Dr. Watson, at one time exec, vp of Alfred Politz Research & asst, chief statistician of Census, will continue to teach at Columbia U. CCNY's Dr. Herbert Arkin, consultant to Harris Subcommittee, advised RAB during earlier stages of methodology plan. RAB also announced that Advertising Research Foundation will begin examination of research study this week to assure ad community acceptance. Bureau also said that NAB officials will receive within 10 days a "full written description" of radio proposal to help them in deciding on co-financing of project with RAB. NAB expects to make final recommendation by mid-Sept. ARF last week released procedure analysis of magazines study conducted by W. R. Simmons <S Assoc. Research. In doing so, ARF said it's "prepared to analyze any syndicated advertising research service, regardless of the medium involved." This would be similar to NAB's auditing plans, although ARF Pres. Alcuin Lehman told us he doesn't prefer term "audit" because it suggests a procedure less comprehensive than "analysis." Lehman also said ARF is studying Nielsen's audit proposal.