WHEN FFA WAS KING OF THE RADIO AIRWAVES
John Hillison, Professor and Director Agricultural Education Sharon Williams, Placement Coordinator Virginia Polytechnic Institute and State University
Abstract
Many agricultural educators are not aware of the extensive use made by the National FFA broadcasting on the radio as a mass media during the 1930s and early 1940s. This period of time represented one when the most influential mass media in the United States was the radio. From 1931 until 1944 a total of 157 radio broadcasts were made over the NBC Radio Network. The broadcasts carried news of the day concerning the FFA including several state association activities. Various dignitaries such as President Franklin Roosevelt and the Secretary of Agriculture Henry Wallace were either on the programs or were represented on the programs. The period showed significant growth for the National FFA from 60,000 members to 80,000 members and also recorded the FFA’s contribution to World War II. The national radio broadcasts spawned several state FFA radio broadcasts and proved to be a marvelous public relations outlet for the organization. The authors conclude with the point that teacher educators need to teach about such activities as the radio broadcasts as a way of completing the total picture of its history.
Introduction World War II can also be told with the Few agricultural educators know the history of the radio broadcasts. total history of the FFA. As with any large national organization, several people had to Conceptual Framework work together and many important events As early as 1925, when the Future had to merge together in order for an end Farmers of Virginia was first discussed, the product as successful and important as the radio was “’becoming a necessity to the FFA to become established and to succeed. farmer’ in order to keep track of crop prices In one sense, the history of the FFA can and markets and to hear ‘lectures by experts be compared to a jigsaw puzzle. One piece that kept the farmer informed of the latest of the puzzle is the national radio methods of agriculture’” (Perdue & Perdue, broadcasts, which the organization had on 1996, p. 19). Two years later, when the the air for more than a decade. In order for Future Farmers of America was founded, the FFA members to know something about Vocational Dinner Bell radio program was that frequently missing piece, advisors will broadcast during the third annual meeting of need to know about the broadcasts in order the National Congress of Vocational to teach about them. Advisors will need to Agricultural Students on November 21, 1927 learn from their teacher educators to be in Kansas City (Program, 1927). able to teach an accurate history of the The National Broadcasting Company FFA. Consequently, agricultural teacher (NBC) radio network incorporated on educators need to familiarize themselves September 6, 1926. Its parent company, with FFA historical points, including the Radio Corporation of America (RCA), had radio broadcasts. purchased New York City radio station In addition to its importance for teacher WEAF from American Telephone and educators, many other pieces of the total Telegraph for one million dollars (Bergreen, FFA history can be found in the radio 1980). In addition, NBC owned radio station broadcasts. For example membership WJZ, also of New York City. NBC linked numbers jumped dramatically during the two series of radio stations together with time period of the broadcasts and the WEAF being the flagship station for one and organizations patriotic participation in WJZ the flagship station for the other. NBC
Journal of Agricultural Education 11 Volume 42, Issue 2, 2001 Hillison & Williams When FFA was King of the… was starting the first radio networks. Results/Findings Engineers traced the network associated Beginning of FFA Radio Broadcasts with WEAF with a red pencil on a map and There were early local radio broadcasts the one associated with WJZ with a blue that helped tell the story of vocational pencil. The pencil colors gave the two agriculture and FFA prior to the networks their names. establishment of monthly broadcasts on The Red network was commercial in NBC. One very early broadcast was made by nature and sold advertising time, while the W. A. Ross, Wyoming state supervisor for Blue network was more philanthropic in agricultural education in 1926. The nature and emphasized service and broadcast which aired on radio station KOA, education (Bergreen, 1980). The Blue Denver, on June 23rd told the story of the network was closer to what we currently summer job of the vocational agriculture think of as National Public Radio. teacher. Ross emphasized the point that Logically, the FFA broadcasts occurred on teaching agriculture was not just a nine the Blue network. month job, but included summer work when The national radio broadcasts came at the crops grew (Ross, 1926). an early point in the history of the National In 1930 radio station KDKA in Pittsburgh FFA. They proved to be successful with a broadcast a program called Vo-Ag Period 14 year run and helped establish the name (Program for VO-AG Period, 1930). The of the organization all over the country. program was used to tell of activities and How all of this was accomplished is an instruction associated with a vocational interesting story. agriculture department. Points were made about record keeping, field trips, and the Purpose/Objectives instructional program. Occasionally, points The purpose of this study was to would be made about activities going on in document the establishment and the Future Farmers of America Chapter. accomplishments of the FFA radio On November 17, 1930 the National FFA broadcasts as part of the NBC Radio public speaking contest finals were broadcast Network. The specific objectives of the on the Columbia Broadcasting System (CBS) study were to: radio network. Follow-up letters to CBS 1. Identify the beginning point and its executives by agricultural education and FFA circumstances for the FFA national officials indicated a great deal of pleasure radio broadcasts, with the broadcasts (Lane, 1930). 2. Document the accomplishments of On October 2, 1928 the NBC Blue the radio broadcasts, and network launched a new program (National 3. Determine the reasons for the Broadcasting Company, 1936) targeted at demise of the broadcasts. farmers and rural residents called the National Farm and Home Hour (Campbell, Methods/Procedures 1976). The National Farm and Home Hour Historical research methods were was a daily hour-long program broadcast utilized to accomplish the objectives of the Monday through Friday. It highlighted study. Both primary and secondary sources several prominent agriculturalists as featured were used to obtain information. Primary speakers, including the Secretary of sources included books, letters, audio tapes, Agriculture. Program time was allotted for and broadcast transcripts. Secondary 4-H, land-grant colleges, and farm sources included books and magazines. organizations. Special features were aired Information was collected at numerous periodically, such as live broadcasts from the sites including the Library of Congress, a International Livestock Exposition in major land-grant university library, and the Chicago. National FFA Center Archives. By 1930, Dr. C. H. Lane, Federal Agent for Agricultural Education and National FFA Advisor, had decided it was time for the FFA to be represented on the National Farm and Home Hour. Dr. Lane approached
Journal of Agricultural Education 12 Volume 42, Issue 2, 2001 Hillison & Williams When FFA was King of the… executives at NBC including Frank Russell, of Hawaii had formed state associations, that vice president, and Frank Mullen, director 2,500 chapters had been formed, and the of the Farm and Home Hour with the idea organization had 60,000 members (Fry, that the FFA should also have air time 1931). (Lane, 1936). The NBC executives agreed with Dr. Lane and initially authorized 15 Broadcast Time Expanded minutes of the hour-long broadcast to the By 1932 the FFA portion of the National FFA on the second Monday of each month. Farm and Home Hour went from a 15 minute segment to the entire one-hour program. First Nationwide Broadcast on NBC An example of the expanded format can The first nationwide broadcast occurred be found on the 15th broadcast, which aired on April 13, 1931. The broadcast was well June 13, 1932. The program was on the air received by listeners and both NBC and from 12:30 to 1:30 PM Eastern Standard FFA officials exchanged complimentary Time. The program opened from War letters (Ross, 1931). W. A. Ross, who had College in Washington, DC for 2½ minutes worked with the 1926 radio broadcast in with its signature opening of “The National Denver had moved from Wyoming to FFA March” as played by the United States Washington, became executive secretary of Army Band (Manuscript, 1932). the National FFA, and would play a very The opening statement from the prominent role in the legacy of the NBC Washington announcer was (Manuscript, broadcasts. His letter went on to note that 1932): William Stannard, who wrote the “Future Good afternoon friends! Farmer March,” would work with and lead Welcome with the strains of this the United States Army Band for the radio stirring F. F. A. march to the Fifteenth broadcasts (Ross, 1931). In fact, most Future Farmers of America Program broadcasts for future years would originate of the National Farm and Home Hour. in War College, Washington. These programs are brought to you Early broadcasts emphasized getting the every second Monday of the month at radio audience acquainted with the FFA this time through the cooperation of and its activities. For example, on the the Future Farmers of America broadcast of June 8, 1931, National FFA national organization of farm boys President, Leslie Fry, reviewed some studying vocational agriculture in 46 history of the organization with the states, Hawaii and Porto (sic) Rico, following statements: and the National Broadcasting This organization was founded and Company. (p. 1) sponsored during its early days by Mr. Henry C. Groseclose, of Speakers for this broadcast included E. T. Blacksburg, Virginia. Dr. C. H. Franks, member of the Federal Board for Lane and Mr. W. A. Ross, both of Vocational Education representing Washington, D. C., also played manufacturing and commerce, who spoke on important parts in organizing, the topic of “The Relation of Manufacturing managing, and directing of this and Commerce to Agriculture” and Harry young, inexperienced organization, Sanders, professor of agricultural education to which they have rendered at Virginia Polytechnic Institute, who spoke immeasurable service throughout its on the topic “Training Local Advisors of F. three years of existence (Fry, 1931, F. A. in Porto (sic) Rico.” W. A. Ross spent p. 1). seven minutes presenting the Bulletin Board, a regular feature on the broadcasts. For the Fry went on to name nine purposes of Bulletin Board, Ross described highlights of the organization, describe the program of FFA activities from the states of Nebraska, work format, the emblem, and the colors of Tennessee, South Dakota, Texas, Georgia, gold and national blue. He also stated just Oregon, and California (Manuscript, 1932). three years after the birth of the For the June 13, 1932 broadcast, only the organization that 36 states and the territory Washington studio was used. On many
Journal of Agricultural Education 13 Volume 42, Issue 2, 2001 Hillison & Williams When FFA was King of the… broadcasts, other studios such as Chicago best traditions in our national life and that I and New York would be used in addition to can exert an influence in my home and Washington. The United States Army community which will stand solid for my part Band played a prominent role in most in that inspiring task” (Manuscript, 1936). broadcasts. On the June 13th broadcast it For the special anniversary show, had a total of 25 minutes of air time greetings were received from former national including a close with the Star Spangled officers and read over the air by President Banner (Manuscript, 1932). Shaffer. W. A. Ross read greetings from such luminaries as President Roosevelt; Fifth Anniversary Broadcast Secretary of Agriculture, Henry Wallace; The fifth anniversary show aired on Commissioner of Education, J. W. April 13, 1936. The 61st program followed Studebaker; President of the American Farm the same general format as had the other Bureau Federation, Edward O’Neal; and hour-long broadcasts. With a theme of President of the American Royal Livestock “Radio as a Rural Institution” various Show, E. H. Sverson (Manuscript, 1936). leaders of both the FFA and NBC had The last celebrity speaker was W. A. Drips, prominent roles in the program. Agricultural Director for NBC, who spoke W. A. Ross read the FFA Bulletin from the Chicago studio. Board for five minutes and had news from 16 states. C. H. Lane had a five minute Happy Family Skit statement reviewing the history of the FFA The skit portrayed by the national officers broadcasts on the National Farm and Home during the broadcast of April 13, 1936 may Hour. “I shall never forget the day I have laid the groundwork for the Happy walked into Mr. Frank Russell’s office, Family. The Happy Family was composed of Vice President of the National a farm family with a mother, father, daughter, Broadcasting Company here in and two sons who were members of the local Washington, and told him without any FFA chapter. The two sons were named Joe formalities that I had an unusually good and Jack. The part of Jack was played by suggestion for him from the standpoint of a Bill Shaffer. The part of the dad was played National radio broadcasting program over by J. A. Linke. (The Cast, 1938) the broadcasting stations on the Farm and The skits, written by W. A. Ross, were on Home Hour” (Manuscript, 1936). Frank the air for 18 months and would typically Mullen, Director of Information for NBC’s have the characters discuss activities of the parent company, Radio Corporation of local FFA chapter. For example, on America, presented a five-minute speech December 13, 1937 the boys talked about the from the New York studio supporting the home improvement work they had completed FFA and agriculture in general. He and only at the end of the 10 page skit found combined both with his closing statement out they had won national recognition. of “I hope that young rural American will (Manuscript, December 13, 1937) really take hold of the present day challenge to build an agriculture founded Radio Broadcasts in the 1940s securely on its own feet and working with At the beginning of the 1940’s decade, the rest of the nation to build a happy and the national radio broadcasts were enjoying prosperous America” (Manuscript, 1936). great success. In 1940, the National Farm The fifth anniversary broadcast also and Home Hour made special broadcasts on included a skit led by National FFA November 11, 12, and 13 from the National President William Shaffer. During the skit FFA Convention in Kansas City. Some it was noted that National FFA membership 80,000 people in FFA members’ homes had climbed to 100,000. After the six listened to one or more broadcasts. At the officers reviewed how radio had influenced same time, 4,000 of the 7,000 FFA Chapters them and their communities, President had another 80,000 members listening to the Shaffer closed the skit with the last same series of broadcasts (Ross, 1940). The paragraph of the FFA Creed “I believe that national radio broadcasts generated enough rural America can and will hold true to the interest that 1,800 local chapters presented
Journal of Agricultural Education 14 Volume 42, Issue 2, 2001 Hillison & Williams When FFA was King of the… one or more radio broadcasts during 1940. 1. Attendance at the convention is Thirty-four state associations also had limited to two official delegates, plus state-wide broadcasts during the year. national officers, if any, and one adult During this decade radio was truly a from each state. In addition, each mass media giant in the United States. State may send one or two American Thirty-one million homes had radio sets, Farmer candidates who, in the with over 59 million sets in use. There opinion of the State supervisor, would were more radios than gas or electric make good material from which next stoves, telephones, or even bathtubs (How year’s national officers will be to Buy, 1943). selected. Radio broadcasts had become so 2. Travel to and from Kansas City, popular for the FFA during this decade that regardless of distances, is to be made a section of the national organization’s by public carriers; viz, train or bus, in manual was devoted to such activity order to conserve rubber. making points on the importance of radio 3. “Future Farmers” everywhere realize and also giving hints to advisors on how to that the first and most important job make successful local broadcasts (Future confronting every man, woman, and Farmers of America Manual, 1940). The child in the United States is that of 1940 FFA Manual stated: “The radio is contributing maximum effort to the exceedingly important as a means of winning of the war. Therefore, the informing the public concerning F. F. A. convention proper will not exceed ideals, principles and activities. It is also a three days in length and will be valuable aid in discovering talent of various devoted entirely to the transaction of kinds, providing leadership training, and necessary business, election of giving experience to many members of the officers, and the setting up of a organization” (p. 74). national program of work which will The influence of World War II was felt contribute most to the war effort. by the entire nation as well as FFA (Manuscript, 1942, p. 4) members. The FFA radio broadcast scheduled for December 8, 1941 was Other portions of the October 12th cancelled, as that was the day after Pearl broadcast were similar to the format already Harbor was attacked and the day President established. W. A. Ross read news from the Roosevelt addressed Congress asking for a bulletin board, now called F. F. A. Flashes. declaration of war. Much of the state associations’ news also The 137th broadcast on October 12, centered around the War effort. The 1942 gave insight into the influence the Wisconsin FFA was conducting a scrap metal War was having on the national FFA and rubber drive, Louisiana FFA was organization. The broadcast was 30 conducting a Food for Victory program, minutes long, airing from 12:30 to 1:00 E. Kentucky FFA reported 2,210 active and W. T. (Eastern War Time). W. T. Spanton, associate members in the armed forces, and Chief of the Agricultural Education Service Delaware FFA was conducting a scrap metal of the U. S. Office of Education, drive and offering war bonds as prizes for the reminisced about the 1941 national chapters collecting the most. Ross also convention that had 8,000 attendees from reported that in the past year F. F. A. 47 states and Hawaii and Puerto Rico. He members had “purchased $1,586,000 worth noted that many of those convention of war bonds and stamps; collected attendees were now in the armed services. 77,018,762 pounds of scrap metal; He also reported that two former FFA 30,606,875 pounds of paper; 2,767,821 members had accompanied Jimmy pounds of rubber; 605,949 pounds of rags; Doolittle in the bombing expedition over and have 49,408 active and associate Tokyo. For the current year, Spanton was members now serving in the armed forces” asking that no more than 200 attend the (Manuscript, 1942, p. 2). national convention. His request over the air for the October 26-29 convention was:
Journal of Agricultural Education 15 Volume 42, Issue 2, 2001 Hillison & Williams When FFA was King of the…
Demise of the FFA Radio Broadcast Conclusions/Recommendations/ In 1944 NBC executives decided to Implications significantly change the airtime for the A great deal of the history of the National National Farm and Home Hour to one FFA for the 1930s and the first half of the program per week. As a result of this 1940s was told with the radio broadcasts. decision, the FFA was limited to one four- Starting in 1931 the number of FFA chapters minute broadcast which was aired on the went from 2,500 and the number of members second Saturday of each month. The new went from 60,000 to 7,000 chapters and format only left time for FFA Flashes 80,000 members in 1940. All of these facts presented by A. W. Tenney. After 157 were proudly reported on the broadcasts. successful broadcasts, the FFA national The solemness and seriousness of World War radio broadcasts had become a mere II, along with FFA members’ participation shadow of what they had once been. The and sacrifices for it, were also broadcast. As last radio committee report at the national the youthful three-year old organization convention was made in 1944 matured to an adolescent of 16 years, the (Proceedings, 1944). radio broadcasts matured in a similar fashion, adding numerous programmatic aspects and Public Communications After Radio nationally recognized speakers. Broadcasts Many agricultural education students and By 1949, the responsibility for FFA- FFA advisors who learn or emphasize FFA related public communication fell largely history but have never heard of the FFA radio on state associations, who were encouraged programs are missing something. These to assist chapters in establishing and programs provided evidence of the goals, carrying out radio programs (Proceedings, projects, accomplishments and membership 1949, p. 41). The public relations characteristics of the organization. They also committee at the 1949 national convention relate agricultural education and FFA to a suggested that outlets for such public larger context—putting it into the ‘bigger relations efforts extend much broader than picture’ of significant historical events, radio—including newspapers, magazines, cultural traditions, and national trends. This window displays, films, and FFA calendars. paper provides some of the missing In the 1950s, the above list was amended to information to complement the current body include the institution of regular local and of information taught to FFA members in state newsletters, a national brochure called middle schools, high schools, and colleges as "Future Farmers of America in Action," FFA history. state public relations tours (similar to Furthermore, agricultural educators goodwill tours performed by national (including teachers and extension agents) officers), school assembly programs, need to learn from this past example, and use outstanding members speaking to civic all available media to communicate the groups and farm organizations, a national positive aspects of agriculture. Decades ago, student exchange program, and magazines radio was a public relations mainstay. being supplied to high school, college and Today, televisions, computers, electronic web public libraries, as well as airlines and pages, and other contemporary means of railroad companies (Proceedings, 1953). communication should be used to promote The publication FFA at 25 was agricultural education and FFA. A recent prepared as a result of a proposal by announcement from the National FFA delegates at the 24th national convention in Headquarters in Indianapolis described a 1951 to increase FFA knowledge and rural television program sponsored by DISH awareness. The focus of 1960’s publicity network began broadcasting on December included attempts to secure a national 15, 2000 at no charge to agricultural television special and Children’s Barnyard educators. The daily broadcasts will provide educational materials to be distributed at a diverse range of informational programs county fairs, with the basic premise that targeted at rural educational institutions, "public relations is doing good and telling farmers, ranchers, rural organizations, and about it” (Proceedings, 1968, p. 43). home audiences. This could be a modern
Journal of Agricultural Education 16 Volume 42, Issue 2, 2001 Hillison & Williams When FFA was King of the… version of the radio programs of the 1930s How to Buy Radio Time. (1943). National and early ‘40s. Perhaps this will be the Association of Broadcasters. positive P.R. our industry and organization desperately need to garner the confidence Lane, C. H. (November 30, 1930). Letter and support of the general public, who to Harry Butcher, National FFA Archives, often hears only of agricultural disasters— Alexandria, VA. bankruptcy, animal abuse at county fairs, suicide, and tobacco company litigation. Manuscript. (June 13, 1932). Radio Agricultural educators at all levels should broadcast NBC Blue network, National effectively use—and teach their students to Archives, Alexandria, VA. use—modern forms of media to promote FFA, as was done on the early FFA radio Manuscript. (April 13, 1936). Radio programs. broadcast NBC Blue network, National FFA Archives, Alexandria, VA. References Bergreen, L. (1980). Look Now, Pay Manuscript. (December 13, 1937). Later. Garden City, NY: Doubleday & Radio broadcast NBC Blue network, Company, Inc. National FFA Archives, Alexandria, VA.
Campbell, R. (1976). The golden years Manuscript. (October 12, 1942). Radio of broadcasting: A celebration of the 50 broadcast NBC Blue network, National FFA years of radio and TV on NBC, New York: Archives, Alexandria, VA Charles Scribner’s Sons. National Broadcasting Company. The Cast of the “Happy Family.” (1938, (September 15, 1936). News release, September). Agricultural Education Merchandise Mart, Chicago, National FFA Magazine, 11(3), 56. Archives, Alexandria, VA.
Fry, L. (June 8, 1931). Manuscript of Perdue, N. J., & Perdue, Jr. C. L. (1996). radio broadcast NBC Blue network, Talk about trouble. Chapel Hill: The National FFA Archives, Alexandria, VA, 1- University of North Carolina Press. 4. Program. (November 17-23, 1927). The Future Farmers of America Manual. third annual National Congress of Vocational (1940). Radio. Baltimore, MD: French- Agricultural Students. Virginia Tech FFA Bray Printing Co. 74-76. Historical Room, Blacksburg.
Future Farmers of America Program for VO-AG Period. (May 9, Proceedings. (1944). Washington, DC: U. 1930). Radio station KDKA, Pittsburgh, PA. S. Office of Education, 33. Ross, W. A. (June 23, 1926). Manuscript Future Farmers of America of radio broadcast on radio station KOA, Proceedings. (1949). Washington, DC: U. National FFA Archives, Alexandria, VA. S. Office of Education, 41. Ross, W. A. (April 24, 1931). Letter to Future Farmers of America Frank Mullen, National FFA Archives, Proceedings. (1953). Washington, DC: U. Alexandria, VA. S. Office of Education, 37. Ross, W. A. (December 26, 1940). Letter Future Farmers of America to W. E. Drips, National FFA Archives, Proceedings. (1968). Washington, DC: U. Alexandria, VA. S. Office of Education, 43.
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