016 Speech-International Radio and Television Society Conference, April 20, 1972.Pdf

ITINERARY FOR CLAY T. WHITEHEAD NEW YORK, NEW YORK APRIL 20, 1972

THURSDAY, April 20, 1972:

9:00 a.m. Car

9:30 a.m. Lv Washington Natn'l Airport, via AA Flt #400

10:21 a.m. Ar LaGuardia Airport, New York

11:00 a.m. Tom Moore's Office (212) 750-3811 777 3rd Avenue 27th Floor

12:30 p.m. Luncheon - Speech - IRTS College Conference:

Commodore Hotel 42nd St. & Park Ave. (212) 686-6000 Grand Ballroom 3rd Floor

2:30 p.m. Meeting with Herman Land and Ed Bleier GM Building 59th and 5th Avenues (opposite Plaza Hotel) 38th Floor

3:30 p.m. Meeting with Ambassador Ellsworth (212) 736-3373 Gallaghers 33 (Penn. Station) 133 West 33rd

I I.

-Gey-t—vttil—p-ttlrYtrrrair:-- tAt.....asetv‘. CrAzzocxts cL "'Decisions March 1972/Volume 7, No. 3

Bridging the Washington Gap Can air advertising survive the FTC-FCC SQUEEZE?

The FTC has entered the counter-advertising debate. It calls for an extension of the "fairness doctrine" to allow rebuttals to tv commercials (free and paid) by seemingly anyone who finds them controversial. The final showdown may be in the courts or through new legislation. Meanwhile the ad community is alarmed and groping for a meaningful response.

Commercial television—in fact, ad- Docket No. 19260 deals with "The vertising itself—may never be the Handling of Public Issues under the same by the time the FCC's Docket Fairness Doctrine and the Public In- No. 19260 has gone through the final terest Standards of the Communica- controversial wringer. tions Act." The right to comment over It's a handy reference number for the air on product commercials is part those interested in the battle over three of 19260. counter-advertising. Two precedents give this docket number special significance for adver- ing_ and broadcast communities the treatment of public issues and not to tising and marketing men: FCC is considerably less bugaboo on serve as a battleground over the vir- 1) Never in the history of broad- this issue than the FTC. Some observ- tues or defects of products or services. cast advertising have so many forces ers see the FTC's intervention as pub- Product advertising should not be ex- converged on the medium demanding licity motivated to take advantage of posed to public trial under the guise of the right to facilities for presentation tv and radio's vast reach and popular the fairness doctrine. The FCC should of counterclaims to sales messages. appeal. make it clear that "balance" in the 2) Never in the history of the Following is a summary of the ar- fairness area is never meant to ap- FCC has it been faced with (a) so guments contained in the comments proximate "equal." If product com- many contending public and special filed with the FCC, with replies by the mercials were to be the target of a interest parties over a single issue; (b) networks to the propositions advanced barrage of critical fire or counter- the strange case of another Govern- by the advocates of a wider applica- statements, most advertisers would be ment agency—the FTC, to be speci- tion of the fairness doctrine: inclined to pass up broadcast media fic—advising how it should proceed in PROPOSITION: Commercials for other and less vulnerable media. a matter before it. That the FCC is should be subject to public debate PROPOSITION: Stations should not happy about this intrusion over the wide spectrum of public in- set aside specified blocks of time to shouldn't be surprising to any one terest questions they explicitly or im- permit counter spot announcements. who is at all familiar with the Wash- plicitly raise. REPLY: The allocation of specific ington scene. REPLY: The FCC should (a) periods of time for counter spots not 16 groups have filed define certain categories or types of only would undermine the vitality and With the FTC serving as a spear- commercial content that may raise advertising of the commercial broad- head, there are at least 16 groups with questions of public controversy involv- cast system but increase clutter an assortment of causes that have filed ing fairness doctrine responsibilities; tremendously which would have the with the FCC supporting the thesis (b) set up broad policy guidelines or a effect of reducing program quality and that the time has come for the FCC to subsidiary set of criteria to guide the disrupting regular program schedules. broaden the spectrum of the fairness broadcast media; (c) make clear what PROPOSITION: Granted the doctrine so as to make it possible to types of commercials might be subject fairness doctrine doesn't require equal rebut commercials that might be con- to the fairness doctrine on the basis time, but the same impact techniques sidered controversial. that current situations make them 60 and 30-second commercials— These advocates of wholesale appli- "hot issues." should be made available for counter- cation of the fairness doctrine to prod- PROPOSITION: There should be advertising. uct commercials say that the FCC free access to the air for those who REPLY: Though the 60 and opened the door in 1967 when it want to make statements on goods or 30-second announcements are effec- it is applied the fairness doctrine to ciga- services subject to complaints pending tive vehicles for sales messages, rettes, hence making an extension of. before the FTC on the basis of false doubtful that the same format can the doctrine both logical and inevi- or misleading advertising. Such state- provide an equally effective means for table. ments should be positioned, when pos- controversial .rebuttal. Communica- of Opponents (advertisers and broad- sible, adjacent to the product or claim tion impact derives from a diversity casters) hold that the FCC should to which they are directed. program techniques, demographic instead reaffirm the concept that prod- REPLY: The purpose of the composition, day parts used and many uct advertising as such is not subject fairness doctrine is to obtain fair other factors which can hardly be to fairness doctrine consideration and that to do otherwise the FCC would destroy the economic viability of 1970 TV Net Revenue in Nine Product Categories broadcast media and act contrary to That the FCC is Asked to Label Controversial the Communications Act and the First Amendment of the United States Con- Dollars stitution. Category Total A key contention • of counter- Drugs and remedies $297,900,000 advertising proponents is that national Dental mouthwashes 109,800,000 problems, conditions and trends make supplies and Dairy 30,400,000 it mandatory that the FCC take a products drinks 139,100,000 the broader issues of "social Confectionery, snacks, soft stand on 96,500,000 responsibility." To that advertisers and Beer, wine, liquor 254,600,000 the broadcast media reply: The oppo- Soaps, cleansers and polishers 194,400,000 sition befuddles the issue when it seeks Passenger cars to mix social responsibility arguments Gasoline, lubricants, fuels 92,600,000 in the case of product commercials Airlines, buses, car rentals 364,300,000 promoting a product's that are merely $1,579,600,000 appeal and effectiveness, without TOTAL reference to "social utility" or special networks revenue for 1970. place in the scheme of society. Note: Total represents 52% of three Source: BAR Reports via TvB (Cited by NBC in FCC comments.) As the battle lines harden, it is interesting to note that to the advertis- ruling was ing substantiation for advertising "acting as an arbiter of qualitative REPLY: The cigarettes the fairness claims does not suffice. program standards." a "unique" application of • In addition to being truthful, it is PROPOSITION: The FCC should doctrine, not a precedent, and should state- desirable that advertising be "corn- adopt procedures for referring to cer- not be considered as a policy in- plete"—that is, make available all es- tain Government agencies for exami- ment. Any commercial possibly be sential pieces of information concern- nation those product commercials sus- volving the fairness doctrine should ing the product—for example, health- pected or alleged to be false or considered a "unique" situation, fulness, safety hazards, misleading diet misleading. presenting a "unique danger" affecting etc. Following such an examination the the public health. The FCC should impressions, Efforts to foster "completeness" commercial would be returned to the restructure its application of the • it by means of "disclosure" is hampered FCC with comment and the FCC fairness doctrine to the degree that advocacy of a by short length commercials and the could then determine whether or not applies only to direct issue or point of view. inclination of some advertisers, out of the commercial's content .serves the controversial should be confined to self interest, to disseminate as little public interest. That action otherwise in- information as possible. REPLY: If the FCC is to decide stations which do not on the nature of the • Counter-advertising would be an what means to take after legal deter- form the public interpretation, obviously, appropriate means of "overcoming mination of 'deception, shouldn't the issue. Such remove the typical product some of the of FTC counter-claims of intervening parties would shortcomings commercial from the province of the tools, and help in enforcing its poli- also be submitted for examination? fairness doctrine. cies." Rather than have the whole commer- PROPOSITION: The Court of Ap- • that asserts claims of cial system hung up until such deter- Advertising has held that the law protects mination is made, it would be equi- peals product performance or characteris- public from being left tics of to obtain limited legal procedures the American which raise controversial issues table uninformed. Unless the fairness doc- speedy determination of advertis- current public importance should for trine is applied to product and service deception, instead of engaging in come under the purview of the ing commercials, the public will be left -air combat over competing fairness doctrine. on-the uninformed on the paramount issues claims within a fairness doc- • Certain identifiable product cate- product of the day, if explicit or implicit, in context. Otherwise the broadcast gories—those that affect purchasing trine such commercials: such as pollution, would be in. a state of continu- decisions by claiming improvement on media diet deficiency, product defects, road ing chaos, with advertisers forced to the environment, encourage question- safety, etc. able use other media rather than subject nutritional habits—should war- REPLY: For broadcast media to themselves to constant harassment rant opportunity for challenge and provide for the presentation of con- and worse. debate. trasting points of view in programing • The FCC should confine its study of FCC licensees should make avail- dealing with controversial issues is one able on a the counter-commercial question to regular basis five-minute thing. To say the fairness doctrine blocks of where it can "act in those relatively prime time for counter- should require advertising messages to few circumstances" that may rep- advertisements. These blocks would be involve themselves in a discussion of resent a "discussion of a controversial directed at broad general issues raised controversial issues would be a "gross by issue of publfc importance." advertising of certain products. distortion of the intent of the doc- PROPOSITION: The FCC granted They would serve as a way of the trine." that some product commercials might licensees "fulfilling this aspect of pub- It would affect the First Amend- lic fall into the fairness doctrine category service responsibilities." ment's freedom of speech and press as when it acted on a fairness complaint • The FTC "defers" to the FCC assurances. The resulting discrimina- against NBC-TV involving Esso corn- to the precise methods of implementa- tion against broadcast media subjects it mercials and the Alaskan pipeline tion, but aurges that the following to "far more rigid scrutiny than com- which had been brought by groups points be embodied in any plan of petitive media and even impinges on interested in environmental protec- application of the fairness doctrine to broadcasting's civil rights." tion. product commercials: The NAB.vs. the vrc REPLY: But it should be noted 1) Adoption of a rule that in- Among the key points made by the that in the subsequent Chevron case cludes guidelines permitting "effective FTC in its comments filed with the the FCC, while holding that the access" to broadcast media for coun- FCC in support of the fairness doc- fairness doctrine did not apply ta ad- ter-advertisements and imposes an vertising claims which merely promote trine's application to product commer- "affirmative obligation" on licensees a product's effectiveness and social cials were these: "to make expanded use of this right of utility, nevertheless stated that a prod- • The role of the FTC is basically access." uct commercial would have to raise to remedy the dissemination of false 2) Make available 100% of com- to pay a clear. controversial issue to bring the advertising; hence the "conveying of mercial time for anyone willing commercial possibly within intent of false information which might cause the specified rates, regardless of party seeking to buy the fairness doctrine as it affects ads; injury to a competitor." whether "the advertise or counter- PROPOSITION: If the FCC found • Some advertising based on "con- time wishes to consideration of the justification for barring cigarettes troversial" factual claims and opinions advertise." In of product in- from the air, what prevents it from may fail to resolve the controversy "great importance product sellers "should acting similarly on other objectionable involved through litigation. formation," possess monopolistic control" over product categories? • The FTC program of disseminat- not the dissemination of such information. ical problems but discourage them Admen take a hand Licensees should "not be permitted to from doing anything about these and The advertising community is re- discriminate against counter-advertis- other real problems. sponding in various ways to the coun- ers solely on account of the content of • If claims are false or misleading, ter-advertising movement. For exam- their ideas." then the FTC should proceed against ple: 3) Licensees should provide a offending advertisers, as is "indeed its The Association of National Adver- "substantial amount of time at no statutory responsibility." The FTC tisers has filed its own comments with charge" for persons or groups who cites its own ineffectiveness as a rea- the FCC, sweepingly opposing any have no funds if they wish to re- son for extending the fairness doctrine plan to apply the fairness doctrine spond to controversial claims or is- to all advertising. concept to product advertising, and is sues in product advertising. • The thrust of the FTC proposals setting up an ad hoc committee, prob- The National Association of Broad- to the FCC is to make air advertising ably chairmaned by P&G's Edgar Lot- casters - singled out the FTC's com- "uneconomic and unusable." If imple- speich, to work out further opposition ments for special criticism. Among the mented, the FTC proposals would, "if strategy and tactics. not highlights of the NAB attack were destroy, irreparably weaken Amer- In our interview with Alfred Lee, of ica's present free television and radio these: ANA's general counsel firm of Weil, systems." • The FTC is sidestepping its own and Berger, we found him skepti- • At a time when television has Lee statutory authority and is trying to cynical concerning the future become "the principal news medium cal and foist on the FCC an "ill-conceived the FTC's ambitions in re- of the country, the FTC proposes to scope of design of a communications system advertising interference. undermine its base and threaten its gard to without giving serious thought to the hoped that the existence." Lee said that he shattering effect its recommendations not move • The FTC's statement that its sug- FTC realized that it could would have on the American broad- air media, gested rules would apply to a limited in on print since, unlike casting system." Government. number of product categories can be it is not licensed by the • The FTC proposals would not crosssed. several of But he is keeping his fingers only have the effect of preventing taken with grains salt, espe- Lee also noted: companies in air media from inform- cially when one realizes that the "eco- 1) In trying to acquire for itself ing the public of their concerns with logical category itself takes in nearly conceivable advertisement." new legal power—if only for the and accomplishments in solving ecolog- every

A.M.1 FTC Chairman contends he's pro-advertising

We wanted to find out how Miles Kirkpatrick, Chair- man of the FTC, and his top legal adviser, Robert Pitofsky, would answer the worries of advertising men. So we collected admen's questions and asked them at exclusive interviews with both men.

These days the activities of Miles sential that the FTC point of view be Kirkpatrick, Chairman of the Federal understood, whether agreed with or Trade Commission, and his righthand not. man, Robert Pitofsky, director of the We had prepared for the interviews FTC's Consumer Protection Bureau, by asking 15 top admen what ques- are causing confusion and consterna- tions they wanted us to toss at the tion among admen. FTC Chairman. The response was Kirkpatrick and staffer Pitofsky, rapid and heated—often emotional, however, see little reason for alarm. seldom in question form. We trans- This is what they said when we lated the comments into palatable interviewed each in his Washington questions and proceeded to the old, office. There's a wide gap in point of high-ceilinged FTC building at 6th view between government regulators and Pennsylvania Avenue. and marketing men, and it seems es- Our first stop was the office of a This is a year of advertising crises. Not the least is the threat of anti-advertising action by government bureaus and legislation stimulated by a strong undercurrent of consumerism in an election year. "Can air advertising survive the FTC-FCC squeeze?" headlines the lead article in this issue (see page 35). The suggestion by the FTC that the FCC open the door to counter advertising within its fairness doctrine has shocked many who see such a proposal as the hole in the dike that in time could innundate all ad media. The TvB, NAB, ANA, AAAA, AAF have entered vigorous protest. The U.S. Chamber of Commerce calls it "vigilante action" and adds: "There can be no fair regulation of deceptive advertising if individuals or groups not held to standards applicable to advertising are freely Bridging the permitted to attack products or services." NBC argues that including counter advertising in the fairness doctrine would "so weaken broadcasting's economic base as to undermine its ability to provide program service in the Washington Gap public interest" and would "drive beneficial products from the broadcast media not merely to the detriment of broadcasting, but to the detriment of the economy generally." Are print media crowing as they observe tv and radio headaches? The Magazine Publishers Association isn't. If the principle of counter advertising is established, an MPA spokesman tells MEDIA DECISIONS, sooner or later print will suffer as well. The black clouds over advertising, and especially tv advertising, have been gathering for a long time. The counter advertising proposal can hardly be a surprise in view of the anti-cigarette air precedent. And the FTC, under the driving leadership of Chairman Miles Kirkpatrick, gave notice last year that it plans to go all-out in riding herd on advertising claims and practices. Nor will the relentless tide of consumerism recede in the foresee- able future. For much of this advertising has itself to blame. The broadcast industry, most vulnerable of the ad media, has muffed golden opportunities to show itself to advantage. Its statesmanship on the Washington front can only be graded as fair and its reputation for believable advertising often less than that. So who has been speaking for advertising? How can the rising threat of anti-advertising action be reversed? My guess is that counter advertising within the fairness doctrine will either be denied. or held in tight rein. There are too many reasons why open season on advertising claims would not be in the public interest, and Wash- ington Bureaus, Congress, and The White House must finally recognize this. But other pressures will persist—notably a more aggressive vigilance by the FTC and FDA than ever before. In this climate it is essential that advertising learn better than it has how to communicate with official Washington, that official Washington learn how to evaluate and communicate with the advertising industry. During last year's advertising hearings called by the FTC it was appalling to note how little each understood the other. During World II some Roosevelt advisors suggested that in view of a serious wood shortage that newspaper pages, requiring wood pulp, be cur- tailed. Leaders in advertising, among them JWT's Stanley Resor, countered with a strong program stressing that advertising serves as an indispensable bulwark in the national welfare. Out of this came the roots of The Adver- tising Council. More immediately, government officials and others dealing with national problems and needs were invited to talk on radio programs; teams of agency people volunteered to produce and place copy and programs. Can a comparable effort be launched now? Why not? Men like John O'Toole, Ed Bond, William MacFarland, Henry Schachte, Jack Keeley, Victor Bloede, Barrett Welch, Arch Knowlton, James Fish, Jack Young (to name a few) are available on the advertiser side; Ward Quaal, Norman Cousins, Frank Stanton, Red Motley, Don McGannon, Ivan Veit, Erwin Canham, George Allen, Otto Silha, Leonard Reinsch, Jack Harris on the media.

6-V-144, Norman R. Glenn Publisher present in broadcast media—the FTC incumbent upon broadcasters to "sub- not the only medium for that purpose. is raising grave constitutional questions sidize, to a major extent, some of the If, due to Clanged circumstances, the that would likely wind up in the debaters." relative effectiveness of competing courts. • . . . scientific discovery is not nec- media should alter, with that of broad- 2) The net result of the FTC's essarily public controversy, nor is si- casting deteriorating, advertisers— proposals will not only be to drive lence on a negative aspect of a product while they would certainly regret the advertisers out of tv but throttle the necessarily a controversial issue of loss of a valuable tool—would none- free press, since media generally de- public importance." theless continue to pursue their cardi- pend on advertising for existence. • The FTC's proposal that broad- nal function by shifting resources to 3) Under the FTC's proposal, any casters allow time for replies to scien- those media which are currently the advertisement with the slightest public tific claims and call attention to the best value in terms of results for dol- interest aspect could find itself subject negative aspects of a product would lars expended." to an anti-advertising critique. The "generate a multitude of air debates The American Association of Ad- advertiser would have to either resign over issues of little interest to other vertising Agencies some time ago filed himself to counter-statements or with- than very minor segments of the total with the FCC a statement objecting to draw from air advertising, and that broadcast audience. People in general the extension of the fairness doctrine eventually could include print. would not be interested in turning on to product or other kinds of advertis- Advertisers' riposte their sets to listen to arguments and ing. The ANA's comments make the rec- counter-arguments, rebuttal and refu- Meantime the 4A's filed a state- ommendations filed by the FTC the tation in most of the circumscribed ment with the FCC taking the FTC's central target for a rather slashing controversies embraced in those cate- proposals to task for seeking to "use counter-volley. gories which would intrigue small the broadcast medium as an instru- Excerpts from the ANA brief groups to demand their rights to grab ment to regulate the marketing of which contain the main argumentative the microphone under the FTC's con- goods and services in areas outside its thrusts: cepts." (the FTC's) present reach." • Extension of the fairness doctrine • "The characteristic interest of The brief scored the FTC's inter- beyond its present "ill-defined criteria" advertisers in broadcasting depends vention as "injudicious and unrealis- would convert the broadcasters' facili- upon its efficiency as a medium for tic," representing an "effort to have ties into "debating halls' and make it advertising. Obviously, however, it is Continued on page 6

record available. What else can we third FTC staffer, David Buswell, the at a later date. Such questions could do? Let business tell us if we can do FTC's Director of Public Informa- be asked of Mr. Pitofsky. more." tion, to whom Chairman Kirkpatrick As Buswell led us down the long We asked whether he felt the had referred our letter requesting an corridors to the office of the Chair- business press might do more to interview. Bearded and bustling, man in the opposite corner of the explain his activities, and he said that would youthful Mr. Buswell chatted with us fourth floor of the FTC building, we be well advised. in his large Victorian office furnished recalled that in the Nader Report on Our next questions concerned the the official manner with a giant the FTC there had been stinging criti- in reaction to the recent Washington desk, American flag in the corner, cisms of the inadequacy of FTC's FTC hearings at which the ANA and picture of the Commander-in-chief on public information system. Buswell 4A's presented an orientation on ad- the wall. had been brought in subsequently to vertising. Several admen who ap- He said that the FTC is most anxi- correct that. peared at the hearings had suggested ous to be understood. He didn't want The Chairman's office is enormous. to us that we ask about this. Did FTC anybody to think that FTC spends It combines his own work space commissioners get the background public funds on self-laudatory re- (large desk, the inevitable American they wanted from the hearings? leases, but that it is obligated to give flag and Presidential picture), •a con- wide dissemination to all Commission ference room, and an area of easy "I don't think we know yet," the actions as they are placed on the chairs for informal conversation. The Chairman said. "I'm sure it will answer and public record because of the public's Chairman greeted us warmly, some questions. We will first want to informal area. One interest in them. ushered us into the review the summary that is being continuation of our first subjects was a prepared by Professor Howard of would have questions about misunderstand- He warned us that we of the Columbia. Then we will analyze the questions pertain- government to steer clear of any ing between and business. findings. After that the report will be ing to matters that would come before "We do everything as openly as made public." in his role as a said. chairman Kirkpatrick possible," Chairman Kirkpatrick We asked when the report might Questions judge of business activities. "We're not operating any star cham- become public. of anti-trust vio- know involving the charge ber here. We want business to "We hoped to get a draft in June," lations by the cereal manufacturers, what the Commission is all about. We he said. Mr. Buswell added, "It will be an active for example, could not be discussed by make speeches. We have published in late summer or early the Chairman because he was going to information program. We make any- fall." have to make a judgement about them thing in our area that is of public Continued on page 7 the FCC help the FTC do its job of MPA, said that in looking down the gathered in our many interviews with policing the market place." road he suspects that the FTC will advertising people: The FTC's recommendations, states eventually insist on "corrective" ads in • Anybody who thinks that the the 4A's brief, are "definitely designed print. whole thing will blow away after a to dilute brand loyalties and whittle Halliday said he already saw some while is kidding himself. down market shares" and compel so-called "protective steps" emerging. • Final resolution of the issue will "broadcast advertising to convey com- He cited as a 'case in point the Com- depend in good measure on the plete and total product information," mission's insistence that the advertising economic, political and credibility cli- which may be provided by other means. of the LaSalle Correspondence mate following the national elections. Reflective also of what's happening School, after many years, include two • Large companies will tend to be in Washington is the activity in still warnings: (1) that the school's diploma more painstaking and exact concern- another advertiser-oriented group, the does not admit one to practice law;(2) ing the content of their ads. They'll National Advertising Review Board. that the LaSalle course on law is not strive for more substantiation of a Though part of the Council of Better accredited. The warnings are to be product's quality, efficacy and per- Business Bureaus, the NARB is tem- equal; at least, to the largest lettering formance. porarily quartered at the ANA. The in the ad. • Major corporations, increasingly NARB acts as a court of appeals in Further observed Halliday: "At aware that there are "public interest" cases of advertising alleged to be some point the FTC will insist that foundations and issue-oriented groups misleading—the final step before the print run a counter-ad at no cost to seeking opportunities for protest, will allegation goes to the Government. the complainant on the ground that pull back on institutional advertising About 30 advertisers and 10 agencies, the 'consumer must be informed'. touching on conservation, pollution along with 10 members representing We're heading toward some system of and other environmental matters. the public, provide the review panels. equal, or equivalent to equal, time in • A similar pull-back will take This group recently decided to ex- print. It scares the hell out of print. place among corporations given pri- pand its scope beyond "truth and ac- Advertising has established itself as a marily to image building, for fear that curacy" to matters of "taste and social creative art, and the question that will they might unwittingly become in- responsibility." eventually have to come to a show- volved in a public issue that would What is meant by "social responsi- down is whether advertising, like news expose them to demands for counter- bility" could mean the unfavorable and opinion, has the constitutional viewpoint time. impact that an ad or series of ads may protection of the First Amendment." • Consumerism—and perhaps a have on minority or ethnic groups in consumer •We asked the American Newspaper -oriented Congress—is a the community. A special NARB Publishers Association's management growing force. Consideration of its panel might then point out to the whether it would let us have its posi- implications will increase in ad plan- offending advertiser that his copy is tion on the fairness doctrine debate. ning and top executive edicts. not in the best interest of community The answer was that the ANPA pre- • NARB-type movements can be of harmony and suggest that he change ferred to remain mute on the subject help but media has an even greater his,, tack or discontinue his advertising for the present. stake in what's going on. It's to me- based on that approach. Doctrine's economic meaning dia's. advantage to encourage and par- FTC vs. the MPA: Both CBS and NBC in their com- ticipate in any corrective efforts with- Meet Robert Pitofsky, the FTC's ments to the FCC dealt with the dollar in the advertising community. general counsel, and Norman Hal- losses the three tv networks would • Legal men at the networks sug- liday, general counsel for the Maga- sustain if the proposed extension of the gest that what brought the agitation zine Publishers Association. fairness doctrine were put into effect. over the pollution issue to a high pitch By telephone we asked both this CBS estimated that if the FCC were was the stress put by auto manufactur- question: Will the application of the to establish, say, a ratio of one reply ers on engine power and velocity in fairness doctrine be extended eventu- to every five commercials in terms of their advertising. their aly to include print? We found spots, the reduction in revenue could • They also think that at some as high as 20% for responses at loggerheads. run the three point the counter-advertising move- The core of Pitofsky's remarks: networks. Based on 1970 rates, the ment will "get out of hand" and that a total value of the counter-spots would Be assured that the FTC had no final determination may be made designs on including print within a come to at least $262.7 million. CBS through legislation with advertising fairness doctrine concept. estimates that this is $95.3 million faring best. In the meantime, the word The FTC, Pitofsky thought, had greater than the combined profits of is out to be very careful about what is made it clear in its statement to the the tv networks and their owned and said in commercials--take a harder FCC that the FTC's position on the operated stations. look at the points made, screening expansion of the application of the The NBC statement, using 1970 as them for possible controversy. fairness doctrine was that no other a base, calculated that the three net- • A reminder to advertisers: (1) than broadcast media were involved. works would have emerged with a Still pending before the Congress is Some day, somebody might con- $330-million loss, in place of their the Truth in Advertising bill: (2) FTC ceivably try to take the fairness doc- $50-million profit. Miles Kirkpatrick's challenge to ad- trine a step beyond broadcast media, Post reflections vertisers at last fall's ANA meeting— but Pitofsky didn't think that likely. Following are some observations, "If you can invent it, patent it, manu- Halliday, who is filing a position comments and predictions on the facture it and distribute it, surely you paper with the FCC on behalf of the fairness doctrine issue that we have the ingenuity to explain it." • We asked the Commissioner wheth- tion?" The answer was yes to both Chairman er this meant that his basic assignment questions. FTC was policing business and advertising. "Use of corrective advertising start- (from 5) "We prefer to call ourselves a law ed out as an experiment," Pitofsky Will there be any more hearings? enforcement agency," he replied. "Our said. "My own view as a staffer is that "We might have a limited number job is law enforcement pure and sim- it's a wholly appropriate remedy. It of well directed hearings to follow-up ple." will be a regular method in the future what comes out of the analysis, but no We asked a major advertiser's ques- for policing truth in advertising. more before then." tion—whether his recent inter-agency "I think the public is aware of the We asked whether the Commission- incursions (notably the FTC recom- correction, but we don't have proof of er felt that most of the concern about mendations to the FCC on extensions this. In future use of correctives, they advertising was with television com- of the "fairness doctrine") rep- will be subject to follow-up. We will mercials, as had been reported to us resented a new, expanded and perhaps find out if the public is aware and its by admen who participated in the controversial approach in governmen- reaction to the correctives." hearings. tal agency activity. Our next questions: Do you see an "I would say so," he replied. When "Inter-agency activity isn't all that extension of the equal time concept to asked why, he continued: "Television new," he replied. "We've done it with products other than cigarettes? To is in the home. It moves. It has color. other agencies before. For example, other media? It talks. It leaves an impression. It has our liaison with FDA goes back a long Pitofsky: "Yes, it will be extended a captive audience. And the audience way. to other products. I don't see it extend- doesn't have the opportunity to refer "What people don't seem to real- ing to other media beyond tv. back to it, as with a printed advertise- ize," he added, is that the Commission "Our message to the FCC is not ment." is pro honest advertising. What we're premised on the fairness doctrine basi- trying to do is tell the honest adver- cally. It's premised on the FCC's obli- tiser that he can tell his story correctly gation .to participate in the policing of "Our job is law without suffering from unscrupulous enforcement—pure and truthful a*dvertising. competition. We want the honest ad- doctrine is operative simple"—Kirkpatrick "The fairness vertiser to be able to operate without in tv only because in tv you have a fear of another fellow in his market limited spectrum. Access to the medi- who might come out with more de- wanted to know whether um for advertisers is not easy, and We also but advertising was ceptively imaginative advertising that makes it necessary to apply the the concern about an inferior product. We want the hon- content of ad- limited mostly to the est man to be able to use his imagina- form. We vertising rather than the tion but not the dishonest one." "Allocate five minutes we meant explained that by "form" We mentioned that several advertis- per week for opposite tv. such things as clutter on ing men were of the opinion that the viewpoints"—Pitofsky regulatory "These tend not to be FTC was seeking to rule out all emo- said. "We problems for file FTC," he tional appeals. content." are concerned mainly with "The idea that we rule out all emo- fairness doctrine in tv, but not else- questions concen- Another set of tional advertising is off base," he said. where." Commissioner be- trated on what the "When was the last time we sued Question (originated by an agency assignments of the lieves are the basic anybody because his advertising was president): How will the fairness doc- FTC. not rational? I just want more in- trine affect the volume of claims and the market "Our job is to keep formative advertising." counter-claims with which tv viewers "We have place competitive," he said. We brought up several points that are confronted? from this: two directives that stem Mr. Buswell felt should be referred to Pitofsky: "One possible way of area: and (2) in (1) In the anti-trust Bob Pitofsky rather than the Commis- handling it is to allocate a total of five protection. In the area of consumer sioner and time was running out. We minutes per week for all opposite promote the second instance, we must thanked him, and followed Buswell viewpoints." through truth in a competitive market into a third mammoth corner office Mr. Pitofsky said he did not think it advertising." (another giant desk, American flag, unreasonable to make it one five- Kirkpatrick takes as Commissioner long conference table, pictures of minute period per week, and in re- legisla- his first directive the original President Nixon in black and white sponse to another question he said into being tion that brought the FTC and Vice-president Agnew in four- that "under proper circumstances, we on and to in 1914 to pass judgment color). would consider this substantial." The inter- prevent unfair competition in Bob Pitofsky was ready, willing and word "substantial" appeared in the takes as his state commerce. And he free to express his opinions on FTC FTC's recommendations to the FCC Wheeler-Lea second directive the matters. We asked two questions sub- for the establishment of rebuttal time, original Fed- 1938 amendment to the mitted by a New York magazine and worries broadcasters and tv ad- Act, making eral Trade Commission man: ."Corrective" ads have been or- vertisers. false ad- it unlawful to disseminate dered in some instances where an "I don't think that application of vertising. advertiser's claims have been found fairness will change the amount of FTC people seem surprised that faulty by the FTC. Do you see a rise claim and counter claim to any great advertising men don't realize that in this sort of action? Do you believe extent," Bob Pitofsky continued. "The there is plenty of precedent for their the public was aware of the "correc- fairness doctrine is not new. It's tradi- current actions. tional that companies can be required Consumer Protection Agency to be ness, all admen, anything big. Would to affirmatively correct misstate- set up if the act passes Congress have you care to comment on this? ments. There's nothing new in the on FTC's work? Pitofsky: "The idea is false— legal sense. In prescription drugs, Pitofsky: "The new for Consumer Pro- plainly and clearly false. example, the FDA has for some time tection Agency will not have a major "Consumer pressure is not intense required that you must show any neg- impact on our activity. We already on the FTC. The pressure is from ative findings by the FDA." have a lot of people interviewing con- other parts of government. FTC has The next "question was one that a sumers. We found in the recent hear- been criticized brutally for years. And large food advertiser felt needed re- ings that admen know a lot more we have a new source of energy here asking of the FTC: Does the FTC about consumer behavior than we under the direction Commissioner agree that advertisers be permitted thought." of to Kirkpatrick." present their products in a favorable Question: Is the charge of anti-trust We thanked Mr. Pitofsky for his light—provided they tell the truth against the large cereal manufacturers courtesy, wished him well, and re- about them? just a test case on "oligopoly in anti- turned to Mr. Buswell's office. He Pitofsky: "The advertiser does not trust," or do you really feel that you again repeated the desire of the FTC have to tell the whole truth necessari- have evidence that the cereal manu- to be correctly understood by adver- ly. We are directed by Congress to facturers are not competitive? tising men; and we left. make judgments in that respect. Pitofsky: "A business oligopoly in We headed back for New York. In "We have not changed the rules. itself is not a violation of the anti-trust We've the Metroliner we went over our notes. just changed the remedies that laws. Nor is similar price in itself a The impressions from these meet- we use to enforce the rules." restraint of trade. Nor are the other ings that seemed most important Question: If the broadcast industry marketing practices in and of to us them- were in this order: has to give or sell time for opposite selves a restraint. But a combination 1. Advertising can expect the views to a tv commercial, won't that of marketing practices can create re- stepped-up pace of FTC activity to legislate advertising out of tv into straint of trade. It is the combination continue so long as Chairman Kirkpa- other media? of like pricing, a large volume of trick and Consumer Protection Direc- Pitofsky: "No, it won't." advertising, and so on that prompted tor Pitofsky are on the scene. Question (originated by a newspa- us to judge cereals as in restraint of 2. They will be zealous as law per executive): Does the FTC accept trade. It's not a test of oligopoly in enforcement officers in citing adver- that an advertiser is telling the whole general. We want a decision on the tisers who in their judgment are in any truth when an essentially emotional or cereal people." way in restraint of trade or entertaining Question: use false tv commercial is used, Is your file of substantia- advertising claims. with a reference to print advertising tion of claims the beginning of a 3. They will concentrate on televi- that gives all the facts? so-called "data bank"? sion advertising, but they will tend to Pitofsky: "That is not an unreason- Pitofsky: "The look substantiation of with favor on tv advertisers who able technique, although it depends on claims activity is not the beginning of substantiate claims voiced on tv with how clear the directions are for read- a data bank. Hundreds of people are full-disclosure print advertising clearly ing the facts in print media." using it, and we are preparing a report related to the commercials on tv. Question: Where do you now for Senator expect Moss on how people 4. They are open to a continuation FTC activity to increase? are using it. This will of be public in- the dialogue initiated by the joint Pitofsky: "I don't think of formation when it's its in- completed. ANA-4A's Committee at the recent creasing in any one area. But our "Our function is to put the substan- hearings. rule-making authority is increasing. tiation of advertised claims, industry 5. The FTC looks on the "fairness We will have more rather than less by industry, on the public records. We doctrine" as a device for fulfilling its rule-making activity. look them over to see if there's any- role as an enforcer of truth in adver- "There is much to be done thing we should do. in all So far we've tising (truth, of course, as judged by media in behalf of truth examined the auto in advertis- industry, air condi- the FTC itself). The indication is that ing. Television is the medium tioners, electric shavers, that gets tv sets, tooth- five minutes of rebuttal time a week the spotlight because most people are paste, and most recently cold and would be a fair amount. concerned about it." cough remedies." 6. The new Consumer Protection Question: What affect will the Con- Question: Some businessmen be- Act will not affect FTC's operation to sumer Protection Act and lieve that the the new FTC suspects all busi- any significant extent. II mED'A Decisions 342 Madison Ave • New York 10017 • 212 752-1785

Additional copies are available at 75 cents from the Readers' Service Department (quantity prices on request) OTP FORM 6 GPO: 1972-454-82% December 101 DOCUMENT CONTROL

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• 1111Y15'72 ti<119\kI.: :41 08 t i - .:f Clay T. W itehead Director, Office of Telecommunications White house Washington 0.C. Sam R. Smith Dept. of RTV EWSC Cheney, Wa.

HAT

TELECOMMUNICATIONS

RECEIVED

OFFICE

POLICY

'7Z _I3S RADIO A Division of Columbia Broadcasting System, Inc. 51 West 52 Street New York, New York 10019 (212) 765-4321

Dear Tom:

As Chairman of the 1972 IRTS College Conference I want to thank you -- not only for myself and my committee but for every student that was present -- for your contribution and participation.

If word-of-mouth playback means anything, you were certainly one of the high spots of our three-day conference.

Thanks again for your time and help.

Corally,

Norman Ginsburg Director Information Services

Dr. Clay T. Whitehead Office of Telecommunications Policy Executive Office of the President Washington, D. C. 20504

May 10, 1972 RECEIVED MAT 15 1055 AN OMCE TELECOMMUNICATIONSOF POLICY

4 • INTERNATIONAL RADIO AND TELEVISION SOCIETY, INC. 420 Lexington Avenue, New York, N.Y. 10017, 532-4546

OFFICERS President, MAX E. BUCK Vice President, National Sales Manager NBC Television Network First Vice President, MAURIE WEBSTER Vice President, Division Services April 26, 1972 CBS Radio Vice President, JOHN P. CUNNINGHAM Honorary Chairman of the Board Cunningham & Walsh Inc. Vice President, ROY DANISH Director Dr. Clay T. Whitehead Television Information Office Vice President, SYDNEY H. EIGES Office of Telecommunications Policy Vice President, Public Information National Broadcasting Company Executive Office of the President Vice President, JEROME R. FENIGER Washington, D. C. 20504 President Horizons Communications Corporation Vice President, ELTON H. RULE Dear Tom: President American Broadcasting Company Secretory, JOHN C. MOLER Conference last Thursday President & General Manager Your participation in our College WRFM was a high spot of the three day session! Treasurer, THOMAS B. CAMPBELL Vice President—Sales Development HR Television, Inc. All of us genuinely appreciate the time and effort you ex- BOARD OF GOVERNORS pended to contribute to a successful conference. The im- ELIZABETH BAIN Associate Director, Audience Development pressions and the insights gained in the meetings have gone Katz Television back with the students to the fifty-three colleges, liter- RIDGE BLACKWELL Director of Broadcast Programming ally spanning the country. They will be reported on to Foods Corporation General from initial reactions we GILROYE A. GRIFFIN, JR. classmates and faculty. Judging Vice President-Corporate Administration know will be reported upon in glowing fashion. It's Kenyon and Eckhardt, they WILLIAM H. HYLAN known as propagation. Senior Vice President J. Walter Thompson Co. MICHAEL E. MARCOVSKY We are grateful for your continued interest in IRTS and hope Assistant to the Vice President, Operations WPIX Inc. other occasions will come along when you can again adorn one HOWARD S. MEIGHAN of our forums. Catalyst D. THOMAS MILLER President, CBS Television Stations Division Columbia Broadcasting System, Inc. Best personal regards. HAROLD L. NEAL, JR. President Owned Radio Stations American Broadcasting Companies, inc. Cordially, JAMES F. O'GRADY, JR. President, OlOCO Communications, Inc. ALFRED L. PLANT Vice President—Advertising Block Drug Company, Inc. Robert H. Boulware EX-OFFICIO Executive Director RICHARD A. R. PINKHAM Senior Vice President in charge of Media & Programs RHB/hb Bates & Co., Inc. Ted cc: Norman Ginsburg EXECUTIVE DIRECTOR ROBERT H. BOULWARE RI4COVED APR 28 10 144 Mi 'TZ ! OFFICE OF TEIIECOMMUNICATIONS POLICY Wednesday 4/19/72 MEETINGS 4/20/72

2:00 When Mr. Whitehea d goes to NYC on Thursday, April 20, he will have an 11:00 meeting with Tom Moore.

Ed Bleier will join Mr. Whitehead and Herman Land at 2:30 for the meeting. It will be at the GM Building. APR 18 1972

Dr. Billy Graham Little Pine Cone Montreat, North Carolina 28757

Dear Dr. Graham:

It was a great pleasure to see you again at the NAB Convention in Chicago last week.

Congratulations on your well deserved Distinguished Service Award. I heard from many of the delegates that your Monday morning presentation was most outstanding and a terrific kickoff to their 50th Convention.

look forward to seeing you again soon.

Sincerely, BUM d TOM Clay T. Whitehead

LAMB:mbc cc: DO Records DO Chron Lamb 2 Whitehead 2/// APR 1 8 1972

Joseph A. Flaherty General Manager Engineering and Development CBS Television Network 51 West 52 Street New York, ew York 10019

Dear Joe:

I want you to know how much I appreciated your taking the time last week at the NAB Convention in Chicago to show me through the exhibition halls. I only wish I would have had more time to learn in greater detail about some of the more exciting new technological developments.

As I mentioned I hope that we can get together In the future to continue our discussion. Again, thank you very much for all of your assistance.

Sincerely,

SIgned Tom Clay T. Whitehead

LAMB:mbc cc: Whitehead 2// Lamb 2 DO Records DO Chron k

Friday 4/14/72 MEETING 4/20/72 3:30

4:00 Your 330 meeting on Thursday, April 20, in New York, with Amb. Ellsworth will be held at the Racquet Club, 370 Park Avenue (at 53rd Street). Friday 4/14/72 MEETING 4/20/72 3:30

12:40 We have scheduled a meeting with Amb. Ellsworth at 3:30 on Thursday, April 20, when Mr. Whitehead is in New York.

They will call us back as to the place as Mr. Ellsworth wanted to have the meeting uptown.

Dotti (212) 422-1200, Ext. 326 Thursday 4/13/72 MEETING 4/20/72 2:30 —3:30

1:30 We have confirmed the meeting with Herman Land for Thursday, April 20, at 2:30, after your IRTS luncheon address. The meeting will be in the GM building on the 38th floor, 59th and 5th Avenues, opposite the Plaza Hotel.

Mr. Ed Bleier may be present for the meeting; if so, Mr. Land will call us to let us know and the meeting will then be held in Mr. Bleier's Office. k

INTERNATIONAL RADIO AND TELEVISION SOCIETY, INC. 420 Lexington Avenue, New York, N.Y. 10017, 532-4546

OFFICERS President, MAX E. BUCK April 6, 1972 Vice President, National Sales Manager NBC Television Network First Vice President, MAURIE WEBSTER Vice President, Division Services CBS Radio Vice President, JOHN P. CUNNINGHAM Honorary Chairman of the Board Dr. Clay T. Whitehead Cunningham & Walsh Inc. Executive Office of the President Vice President, ROY DANISH Director Office of Telecommunications Policy Television Information Office Washington, D. C. 20504 Vice President, SYDNEY H. EIGES Vice President, Public Information National Broadcasting Company Dear Tom: Vice President, JEROME R. FENIGER President Horizons Communications Corporation All of us at IRTS were delighted when Brian Lamb told us Vice President, ELTON H. RULE President you had agreed to address a luncheon at our Tenth College American Broadcasting Company I told Brian, if you Secretory, JOHN C. MOLER Conference on Thursday, April 20. As President & General Manager plans, we will be happy to WR FM will let us know of your travel Treasurer, THOMAS B. CAMPBELL have you picked up at the airport and delivered there after Vice President—Soles Development HR Television, Inc. lunch.

BOARD OF GOVERNORS ELIZABETH BAIN Enclosed are programa of previous conferences as well as a Associate Director, Audience Development Katz Television draft of the Agenda for this year. A couple of names of RIDGE BLACKWELL panelists need to be confirmed at the moment and we will Director of Broadcast Programming Genera/ Foods Corporation send you a complete copy of the program in a few days. GILROYE A. GRIFFIN, JR. Vice President•Corporate Administration Kenyon and Eckhardt, Inc. As we told Brian, Sammy Davis, Jr. will be the luncheon WILLIAM H. HYLAN Senior Vice President speaker on Friday, April 21. J. Walter Thompson Co, MICHAEL E. MARCOVSKY Assistant to the Vice President, Operations From these attachments you may be able to piece together the WPIX Inc. in which you will be speaking. Specifically, you HOWARD 5, MEIGHAN atmosphere Catalyst will be following the morning session on Consumerism/Adver- D. THOMAS MILLER President, CBS Television Stations Division tising. Panelists will be Thomas Krattenmaker, Assistant Columbia Broadcasting System, Inc. Director for Evaluation. FTC Bureau of Consumer Protection; HAROLD L, NEAL, JR. President-Owned Radio Stations William H. Ewen, Executive Director, National Advertising Inc. American Broadcasting Companies, Herminio Traviesas, Vice President, Broadcast JAMES F. O'GRADY, JR. Review Board; President, NBC; Miss Patricia M. Hines, Chief of the Bureau Oroco Communications, Inc. Standards, ALFRED L. PLANT of Consumer Fraud, U. S. Attorney's Office, Manhattan. Vice President—Advertising Block Drug Company, Inc. Which will follow your luncheon will have EX-OFFICIO The afternoon panel RICHARD A. R. PINKHAM to do with Program/Control/Freedom of Broadcast Journalism. Senior Vice President in charge of Russ Tornabene, General Manager, NBC Radio Media & Programs Panelists will be Ted Bates & Co., Inc, News; Jeffrey St. JOh# of Spectrum (CBS Radio Network); Jerry EXECUTIVE DIRECTOR Stephens, WMMR-FM, Philadelphia; Phyllis Haynes, WPIX-TV. ROBERT H. BOULWARE The entire two and a half day Conference is made up of panel discussion with 50% of the time devoted to questions and answers. tee

Dr. Clay T. Whitehead April 6, 1972 Page 2.

We anticipate about 350 students and perhaps thirty-five professors of communications. I know you have rapport with the college community and that you know these people to be perceptive and eager. Previous College Conferences have also shown those in attendance to have a high degree of sophistication in communications. Many manage college broadcasting stations and most are majoring in either journalism or radio-TV. Most of them are required to write reports on the Conference upon return to their campuses and much of the material generated from the sessions is used for discussion in classes across the country. Our last Conference had representatives from 96 colleges and universities scattered over 46 states.

All of us warmly recall your provocative talk at an /RTS Newsmaker Luncheon on October 6, 1971 and are grateful to you for helping with this important conference.

Cordially,

Robert H. Boulware Executive Director

RHB/hb Enclosures cc: Brian Lamb Norman 8. Ginsburg, Conference Chairman THE TENTH ANNUAL

IRTS COLLEGE CONFERENCE

April 20, 21 and 221 1972

Hotel Commodore New York, New York

TENTATIVE AGENDA

"Issues in Broadcasting"

THURSDAY, APRIL 20th

7:30-8:30 AM - REGISTRATION, BALLROOM FLOOR LOBBY

8:30-9:00 AM GREETINGS and ORIENTATION

9:00-10:30 AM PANEL I, CONSUMERISM/ADVERTISING: The Influences of Consumerism and Governmental Regulation Agencies on Broadcast Advertising.

10:30 AM BREAK

10:45-12:00 PM CONTINUE PANEL I DISCUSSION, Q & A.

12:30 PM LUNCHEON - GUEST SPEAKER

2:00-3:30 PM PANEL II, PROGRAM CONTROL/FREEDOM OF BROADCAST JOURNALISM: A Discussion of Issues Involved in the Preparation of Broadcast Material.

3:30 PM BREAK

3:45-5:00 PM CONTINUE PANEL II DISCUSSION, Q

7:00-9:30 PM DINNER and PROGRAM

9:30 PM - until Conclusion INFORMAL RAP SESSION

FRIDAY, APRIL 21st

9:00-10:30 AM PANEL III, BROADCAST TECHNOLOGY: A Survey of Developing Capabilities in Mass Transmission.

10:30 AM BREAK

10:45-12:00 PM CONTINUE PANEL III DISCUSSION, Q & A. 12:30 PM LUNCHEON - GUEST SPEAKER

2:00-3:30 PM PANEL IV, LICENSING/ACCESS: An Examination of Today's Trends in Licensing and the Position of Special Interest Groups.

3:30 PM BREAK

3:45-5:00 PM CONTINUE PANEL IV DISCUSSION, Q & A.

Friday Evening Free

SATURDAY, APRIL 22nd

9:00-10:30 AM PANEL V, ECONOMICS AND THE PROSPECT FOR EMPLOYMENT: A Discussion of Broad- cast Trends in the Business Community and the Outlook for Careers.

10:30 AM BREAK

10:45-12:00 PM CONTINUE PANEL V DISCUSSION, Q & A.

12:30 PM LUNCHEON - GUEST SPEAKER

2:00 PM ADJOURNMENT "Broadcasting in the 70's: Media in Transition"

April 16, 17, 18 Hotel Commodore, New York City IRIS NINTH ANNUAL COLLEGE CONFERENCE

"BROADCASTING IN THE 70's: MEDIA IN TRANSITION"

A professional education project of the Contributions in funds and in professional International Radio And Television So- capabilities are too numerous to list ciety with the support of the International here, but the growth of the Conferences Radio And Television Foundation, and attest their value. Industry-wide cooperation. Program Facts Co-Chairmen: James F. O'Grady, Jr., Vice President and General Manager, Registration commences on the Ball- RKO Radio Representatives, Inc.. and room Floor of the Hotel Commodore at John A. Serrao, President, United Artists 8:0131 A.M. Thursday, April 16. The sched- Television, Inc. ule is a full one and registrants are urged to be in place on time so the program "Media in Transition" seems an apt title can be completed. because of new challenges faced by At the luncheons and the dinner, every phase of Broadcasting. registrants will be able to meet informally with professional It is a time of enormous social change. leaders from all phases of Broadcasting and Broadcast Adver- It is a time of dynamic technological tising. development. All technological development challenges thin-king people to adapt it to the society which gives it birth and to the needs of that society. Door Prizes donated by: The role of government in Broadcasting, CKLW, Detroit the meeting grounds of commercial and Columbia Special Products educational broadcasters, the growth of cable television and its varied forms and KFRS, San Francisco many, many other topics require the best WHBQ-AM/FM, Memphis possible minds to be brought to the tasks ahead. WOR-AM Radio, New York, Flagship Station of RKO Radio Three days of meetings can scarcely solve — or even enumerate — all the WOR-FM, New York problems ahead, but it is a step. Attendance at these conferences has increased four-fold since the original conference in 1962. Continuity of purpose Werner Freitag, Recording from year to year has Audio & been made pos- Consultant sible by contributions to the IRT Founda- tion from networks, stations, station representatives, advertising agencies, the members of IRIS and from associated firms interested in attracting capable young men and women to careers in Broadcasting. In addition, The Million- 1RTS Conference Office — Parlor "A" Dollar Faculty" makes personal contribu- (Ballroom Floor) tion which would otherwise be impossible to provide. *Denotes IRIS member Supper Faculty Reception—Buffet (Lobby Floor) 6:00 P.M.—Windsor Terrace IRTS Board, IRTF Board Faculty, Moderators and Panelists, Inc., Secretary of IRTF Hostesses: "Mary L. McKenna—Metromedia, *Aileen Paul—Aileen Paul Associates *Peggy Stone—H-R Radio

Faculty Bull Session Court (Lobby Floor) 8:30 P.M. to Conclusion—Windsor F. O'Grady, dr—Vice President, General Moderator: *James Inc. Manager, RKO Radio Representatives, President, Ward B. Chamberlin, Jr.—Executive Vice Corporation for Public Broadcasting *Bert Cowlan—Communications Consultant RKO General, Inc. *Henry V. Greene—Vice President, Group, *Richard W. Jencks—President, CBS/Broadcast CBS, Inc. Measurement, NBC Paul L. Klein—Vice President, Audience The PKL Frederic Papert—Chairman and President, Companies, Inc. in A. R. Pin kham—Senior Vice President •Richard Ted Bates & Company charge of Media and Programs, Director, Television, Inc. John A. Serrao—President, United Artists Friday, April 17

Research • 9:00 A.M.-11:00 A.M. West Ballroom (Ballroom Floor) Moderator: Dr. Jack Gross—Temple University Panelists: Charles Benesch—Manager, Media Analysis, General Foods Corporation 'Erwin H. Ephron—Vice President, Mecia, Programming, Carl Ally, Inc. Gerald M. Jaffe—Director, Audience Ateasurement Operations, NBC William A. Schwartz—Manager, WUAS-TV, Cleveland, Ohio David A. Traylor—Vtce President. Eastern Regional Seryice Sales Manager in charge of Stations and Reps., A. C. Nielsen Company

Recess 11:00 A.M.-11:15 A.M.

Publicity, Promotion, Marketing & Sales 11:15 A.M.-12:45 P.M. West Ballroom (Ballroom Floor) Infonination -Moderator: 'Norman S. Ginsburg—Director of Services, CBS Radio and Panelists: Andrew C. Erish—Director of Advertising Promotion, ABC Owned Radio Sta1ions 'John Scuoppo—Vice President, Promotion, NBC Edward Starr—Senior Vice President, Hill and Knowlton, Inc. Charles H. Warner—New York Sales Idanager, CBS Radio Spot Sales

Recess 12:45 P.M.-1:00 P.M.

Luncheon 1:00 P.M.-2:30 P.M. Grand Ballroom (Ballroom Floor)

Speaker: 'John W. Macy, Jr.—President, Corporation for Public Broadcasting

Recess 2:30 P.M.-2:45 P.M.

Advertising: Case History 2:45 P.M.-4:30 P.M. West Ballroom (Ballroom Flom) Moderator: Richard G. Kuhl—Account Supervisor, Colgate Palmolive Account, Ted Bates &Company Panelists: Melvin Elbaum—Vice President and Account Group Supervisor, Colgate Palmolive Account, Ted Bates & Company Norman C. Stahl—Vice President an Senior Creative Supervisor, Colgate Palmolive Account, Ted Bates & Company Presentation: "My Friend Madge"—The Introduction of Palmolive dishwashing liquid.

Recess 4:30 P.M.-6:30 P.M. Faculty Reception 6:00 P.M.-6:30 P.M. Parlors "B" & "C" (Ballroom Floor) Faculty, Moderators and Panelists, IRIS Board, IRTF Board Hostesses: `Aileen Paul—Aileen Paul Associates *Peggy Stone—H-R Radio

Dinner—Students, Faculty and Guests 6:30 P.M.-8:00 P.M. Grand Ballroom (Ballroom Floor) Speaker: Commissioner Robert E. Lee—Federal Communications Commission

TV & Radio Commercials Festival Contenders 8:00 P.M.-9:00 P.M. Presentation by: 'Wallace A. Ross—Founder and Director The American TV and Radio Commercials Festival

Bull Session -9:00 P.M. to Conclusion—Windsor Terrace (Lobby Floor) Moderator: `Bert Cowlan—Communications Consultant Panelists: 'Phillip H. Burrell—Manager, TV Program Development, SSC&B, Inc. *Josef C. Dine—Director of Media Relations, Corporation for Public Broadcasting Gil Faggen—Director of Broadcast Services, First National City Bank William Farlie, Jr.—Vice President, Administration, RKO Dennis Gillespie—Vice President, Sales Manager, Peters, Griffin, Woodward, Inc. *Howard L. Kany—Director of International Relations, CBS 'Michael E. Marcovsky—Executive Assistant to the Vice President, Operations, WPIX. Inc. Charles Novitz—Writer, ABC-TV News Frederic Papert—Chairman and President, The PKL Companies, Inc. 'Marvin Roslin—Director, Sales Planning and Research, RKO Radio Representatives, Inc. Bill Schwarz—Broadcasting Consultant

'Ma Saturday, Apri118

Student Panel . 9:00 A.M.-10:30 A.M. West Ballroom (Ballroom Floor) Moderator: *Michael E. Marcovsky—Executive Assistant to the Vice President, Operations, WPIX, Inc. Panelists: Howard Doyle—Former News Director, WNYU, New York University Daniel MacDonald—General Manager, WVBC, Boston College Mike Nitka—Production Manager, WAMU-FM, American University Chris Zubof—Station Manager, WVHU-FM, Hofstra University

The Fourth Force—CATV, Music Business, public Radio, Satellite Communicationtand Unions 10:30 A.M.-12:15 P.M. West Ballroom (Ballroom Floor) Moderator: Bill Schwarz—Broadcasting Consultant Panelists: Herbert L. Bachmann—General Executive, Westinghouse Broadcasting Company, Inc.; General Manager, CATV, Bronx Irving Lichtman—Editor in Chief, Cash Box Magazine Robert E. Mott—Executive Director, National Educational Radio, Washington, D. C. Joseph C. Nichols—Chief of International and Satellite Communication, Office of Public Information, United Nations Ernest D. Ricca—Executive Secretary, The Directors Guild of America, Inc.

Luncheon 12:30 P.M.-1:30 P.M. Grand Ballroom (Ballroom Floor)

The Role of the Minorities in Broadcasting 1:30 P.M.-2:30 P.M. Moderator: *Dr. Harold Niven—Vice President, National Association of Broadcasters Panelists: Dr. Lionel C. Barrow—Vice President and Assistant Director of Research, Foote, Cone & Belding, Inc. Donald Clarke—Director, Communication Skills Bank for Minorities, New York Urban Coalition. Inc. •Mark Olds—Executive Vice President and General Manager, WWRL Radio Frederick S. Weaver—President, Public Relations Enterprises, Inc.

Closing 2:30 P.M.-3:00 P.M. Grand Ballroom (Ballroom Floor) Jean Shepherd—WOR, New York

IRTS CONFERENCE OFFICE — Parlor "A" (Ballroom Floor)

'Denotes IRTS member 1. Date of request EXECUTIVE OFFICE OF THE PRESIDENT April 12, 1972 2. Name and address of traveler OFFICE OF EMERGENCY PREPAREDNESS Clay T. Whitehead SS# 509-34-3700 OEP/OTP AUTHORIZATION OF OFFICIAL TRAVEL EOBA WA DC 20504

Submit original and 2 copies to Fiscal Section at 3. Title least 3 working days in advance of proposed travel nirector Type of appointment This document becomes an authorization of of- 4. ficial travel onlywhen the certificate of au- , Presidential thorization has been signed by the designated 5. Orgn. unit (Division) authorizing official. Thistraveldsordered on official business for the convenience of the Office of Telecommunications Policy Government. 6. Official station . Washington, D.C. 7. Purpose of travel , 8. Period of travel 9. Est. No. of days of travel status 1 To address IRIS luncheon April 20, 1972 , 10. Per diem rate 11. Office number of traveler $9.00 .770, 1800 G St., NW 12. Mileage rate 13. Phone number of traveler 5800 14. Itinerary

Washington, D.C., to New York, New York, and return to Washington, D.C.

, 15. Travel to be performed as indicated d. By privately-owned automobile: a. in Common carrier (I) II Reimbursable cost not to exceed common carrier cost ja Including commercial airline (2) 11 Administratively determined to be more advantageous to the b. 11 Government-owned vehicle Government-common carrier use impracticable (if checked, explain under item 20, 'Remarks'.) c. • Other (Specify) _.1 16. Allotment number 17. Appropriation symbol 18. Travel authorization No.

82/0TP/210 1120601 f/3 19. Estimated cost of travel 20. Remarks -- Transportation $68.00 First Class travel authorized. Per Diem 9.00 ' Other 10.00 Total $87.00 , 1 by<,..., FINANCIAL MANAGEMENT BRANCH USE ONLY 21. Requested ...... __ ... 22. Funds Obligated ,

Director i'rx.41/1411 Signature 1 k ,. .7373,N,V.1 Signature Office of Telecommunications Policy Title Title . R 1 4. 23. CERTIFICATE OF AUTHORIZATION '

You are hereby authorized to travel at government expense, to be paid from available appropriations in accordance with the regulations of the Office of Emergency Preparedness and the Standardized Governpent Travel Regulot ons as amended, u r cond ions noted on this authorization. 'f!

L.t S Executive Assistant Titlit Michael J. MetVII 611, III ,

IMPORTANT- Every voucher or message concerning this travel must refer to the travel authorization number.

Form0EP 9 April 1969 JP Ila STANDARD FORM 1012 August 1970 Title 7, GAO Manual TRAVEL VOUCHER 1012-113 [RrmiNil1ILcutivi ESTABLLSTMI NT VOUCHER NO. qtice of the o telecommunicationsPresidentDiice Poiicy PAYEE'S NAME SCHEDULE NO. Clay T. Whitehead, SS# 509-34-3700 MAI LI NG ADDRESS( Including ZIP Code) PAID RN' OEP/OTP EOBA WA DC 20504 OFFICIAL DU -I Y STATION RESIDENCE Washington, D.C. Washington, D.C. FOR TRAVEL AND OTHER EXPENSES TRAVEL ADVANCE CHECK NO. FROM (DATE) f TO (DATE) Outstanding NONE s 4/20/72 1 4/20/72 CASH PAYMENT OF $ APPLICABLE TRAVEL AUTHORIZATION(S) Amount to be applied RECEIVED (DATE) NO .1 DATE Balance to remain TA 813 4/12/72 outstanding (Signature of Payee) TRANSPORTATION REQUESTS ISSUED

AGENT'S INITIALS OF MODE, CLASS POINTS OF TRAVEL TRANSPORTATION CARRIER OF SERVICE, DATE NUMBER VALUATION ISSUED REQUEST OF TICKET ISSUING AND ACCOM- TICKET MODATIONS' FROM- TO-

B-2,469,323 26.00 AA Coach/Air 4/19 Washington, D.C. New York, New York TA # 813 B-2,469,321 Penn -irst/Rail 4/19 New York, New York Washington, D.C. TA # 813 27.40 Central

(unused rail ticket attached)

•• Certified correct. Payment or credit hat not been rewired. Dollars Cts AMOUNT CLAIMED May 3, 1972 34 (Date) (Signature of Payee) 50 Approved. Long distance telephone calls are certified as necessary in the DIFFERENCES: interest of the Government.

( Date) ''•( Approving Officer) NEXT PREVIOUS VOUCHER PAID UNDER SAME TRAVEL AUTHORITY Total verified correct for charge to appropriation(s) VoUCHER NO. D.O. SYMBOL [DATE (MONTH-YEAR) (initials) Certified correct and proper for payment: Applied to travel advance (appropriation symbol)

NET TO (Date) (Authorized Certifying Officer) TRAVELER ACCOUNTING CLASSIFICATION

Abbreviations for Pullman accommodations: MR. master room: DR, drawing room; CP. compartment; BR, bedroom; DSR, duplex single room; RM. roomette; DRM, duplex roomette; SOS, single occu pancy section; LB, lower berth; UB, upper berth; LB-UB, lower and upper berth: S. seat. •• FRAUDULENT CLAIM -Falsification of an item in an expense account works a forfeiture of the claim (28 U.S.C. 2)14) and may result in a fine of not more than S10,000 or imprisonment for not more than 5 years or both ( IS U.S.C. 287; /./. 1001). • • • it long distancr celcrhonc calls are intluded, the approving officer must have been authorized in writing by the head of the department or agency to so certify (31 otoa). SCHEDULE OF EXPENSES AND AMOUNTS CLAIMED

PREVIOUS TEMPORARY DUTY (Complete these blocks only if in trays1 status immediately prior to period cotered by Mit ioucher and if admin istratirely required) DEPARTURE FROM OFFICIAL SI ATION TEMPORARY DUTY STATION LAST DAY OF PRECEDING VOUCHER PERIOD (DATE) (HOUR) (LOCATION) (DATE OF ARRIVAL)

AUTHORIZED MILEAGE DATE - AMOUNT CLAIMED - RATE NATURE Of. EXPENSE' 1912_ SPEEDOMETER No. OF MILEAGE SUBSISTENCE READINGS MILES OTHER /ZU Lv Wash. National, via AA #400 9:30 a.m. Ar LaGuardia Aprt, New York 10:21 a.m. _ Lv LaGuardia Aprt ? via EA shuttle 8:00 p.m.* Ar Washington National 8:53 p.m, Taxi fr Aprt to residence 4 00 PER DIEM:

1/2 day @ $9.00 per day 4 50

Traveler was unable to take Metroliner from New Y_or_k_to_Wash_due_to_mechanicarl— failure. Traveler to be reimbursed for _1/1_thutt-i_e_t_icket4.$25_004--,wh1ch he 26 00- paid for in cash. (Unused ticket attached.)

— Grand rotal to face of voucher ...... (subtouis, to be carried torward if neLess.ir5 ) $34.50 4 50 30 00

* U S GOVERNMENT PRINTING OFFICE 1970 OF -430-4S4 1441 •11 per diem allowances for members of employee's immediate family are included, give members' names, their relationship to employee, and ages and marital status of children (unless this information is shown on the travel authorization). TRANSPORTATION SERVICE Standard Form No. 1173 REPORT OF CHANGE IN PASSENGER 5 GAO 2000 1173-103 and/or T" N°. B-2,469,321 form is for use when the passenger transportation INSTRUCTIONS.—This character or a lesser received by a traveler are of a different rg, CARRIER T/R ISSUED TO

accommodations exchange for the related x in CAR than those represented by the tickets issued value form together with any unused trans- Penn Central transportation request. The completed COACH should be mailed immediately by the Transportation Co.

portation or ticket coupons, if involved, wizen the 5 PARLOR PARLOR office. (Note.—This report is not required RAIL .D" 1 traveler to his administrative by an endorsement on DATE ISSUED

changes in transportation service or accommodation were reflected 4/19/72 USED USED transportation request before was exchanged for tickets.) USED 0 the TICKET FORMS AND NOS. CHECK 10 TO: FROM: Washington, D.C. KY New York, New York TRAVELER'S SIGNATURE

TITLE

GPO MS OF — 211-303 Director REMARKS: to use rail ticket DATE Traveler was unable May 3, 1972 to mechanical failure•of train. due _ • -

BILL TO Office of P-2,469,321 'Emergency Prsredness C*S Ii . Washin • ton R tatR Pee "6 "u OE ER IWEVIT ;'.a 31/9 72 71;),'04 ..,,, Pcrn Cer.trE% resspor :441 on 0,-,,--,...„4.1,•,, ,34..y.,...-.0%," ___,.„.,„„,,,„„,., , All RIAllti„ _ n....3,r., c9:4, dir:s.V1 Yo r<,, 4 „ Rai 1 .. ,„ez.,„,,,e is,,,0,411. 1 it2t! I':it K , co IRAN., MR.011 ORR, ETC. I 0 PIPIrtC,O. CH.11111,,,C1%k RRR R.EIC.1 NE TURNIONEO SPECIFY AND WHERE. MINED CLASS !ENTICE IS TO 11111011 CARRIERS AND JUNCTION POINTS 111501 Nom* o WRITE AND R rOAN 1 Z IN ROUND TRIP 0—i T e2YreaMOV017445;t4t, Geekiki ired I tehead OW/ 11° P. SEAL ETC ,41 Af, r ILORER RMS. C. f. totai ziszae..Verlfaatta• ErfliTIE "IMO PfruRoi "I "AMP Ill RouND tOIP 5(50 101 REQuiRER

A.0 ,,,~.,4-, ),64..,.... ,..m. ,,,,,,.., PLACE Or 111, 72 4.1) .e. 4....,...,,, stout-step D.C. AkrriT I XIV! ReCtitIO rite rotaspoirariew starter OR stcarrs 'lash., crew, rttir ISSUE OUSIR(9.1. .11 , ON RR 104", aroutsrto is Row ORRiCiAL EXCRP/ As 51,47'10 I Clan,/ foiAl INC f##### ORIAI1041

2 wnaNyaowaw TRAVELER'S SIGNATURE CY ISSUING OFFICER'S ..- 1 4— rectcr SIGNAT RE ..... _ m TITLE

Officer 0 OaVa TITLE Aecinistrative AUTHORIZATION, ETC.) TRAVELER MUST ASCERTAIN COST OF TRANSPORTATION AND/OR FISCAL DATA I APPROPRIATION, 3:

AND RECORD IN SPACES BELOW AdO, ACCOMMODATIONS C MOTP/210 54 112.CC01

ANT TOTAL TR•NSPOITATION AMT. ACCOmMOUATION

TICKET AGENT WILL NOT ACCEPT THIS

urtice of 944144.1.- IBILL TO Emergency Preparednen -2,469,32] ...... 'TAUNT t•lay 317 72 Washington, D. C. 20504 --t N UI It SO S. IT /111011. ftmri can Mn 1 i hes .iter.f.4-ar cAPRIR JAL 'Amiss Iwo., A;COIATON C o Ca ( 4,„ Air Washington, m.,.. SOS. ETC. 0 t 51 SPEW V .400 101400 C•RRIERS •140 JLINCTION POINT! AND !MERE MINED CLASS SERVICE IS 00 rUNNiSHEO II' mount) TRIP ogovicr 1110111R10 WRITE afr011e'l

POIEE:111 ,004SUCH ECTRECN TOCCT517 APSOLIf (10 de:4W troiel arestvwirAwawAerai-Ks. Whitehead (LOWER EMILP.C. SEAT, I TC 1 4. *Fa,/J1Pria rt:#74;frIP 00550 OSlO SERviCt REQUIRED RIME "ARO RIEURN I 4. 4. ilaymptrow• wed are* A. p desen441 err, AVM- or was h I..... attune* , atwitter OR TiCrits RfORISrl0 CfRIIIr roar 1 nave ATCEIRRO INC C April 19, ./9 72 Extras AS Alritf0 ON RI VeRSO Slot. ,---.1-1-AairA110//41*Jtat TR OR ORRICIAL TRAVELER'S SIGN•TURE ISSUING OFFICER'S f \ I TIT

TITLE /WM nistratiVe Officer OF AND/OR ETC., TRAVELERACCOMMODATIONS MUST ASCERTAIN AND RECORD COST IN TRANSPORTATIONSPACES BELOW EINC AL OATA I APPROPRIATION. AUTHORIZATION, 82/0TP/210 1120G01 ANT TOTAL IR•NSPOITATION AMI. ACCOMMODATION

TICKET AGENT WILL NOT ACCEPT THIS ST/SC CL Oil I SEAT 2 2 7 4 WC C 0 4 2 0 T2 °*". •E 28 Ch 251' TRAIN CAR 125 251 NEW YORK NEW YOro( TIME CE COPP.' N D A N DEPARTURE DATE APR 2cj 72 S1411...'113N1 EASE1NET:N 5in 0 3 1 4 C -1 / 0 5 6 JO 4 / 1 9 / 7 2 AP R 20 1 9 7 2 ° —I ST MET-CHG --rm.MET----I SVC•CHO li• $ F9A?.25 ....x/ 7.15 $27.40 TOTf2L m $27.40'II 613a/ in w

414.14F...... 1114...••••••11.140011, . • , .

AND/OR 1 PASSENGER'S ACKNOWLEDGE RECEIPT OF TICKETS) • 007: 148 COUPONS FOR RELATED CHARGES pascR users ,ssurc, c=13.g. =src.FiNnz,- COUPON ;,768720 HEREON PAYMENT IN FULL TO DE MADE WHEN Customer Self Ticket BAGGAGESHE_Ce. ji ft rsILLF:n OR IN EXTENDED PAYMENTS IN ACCORD. AND IF EXTENDED PAT.MINT- DI SI E ANCE WITH STANDARD ....1,441.•LC...X..„OF COMPANY NO. OF NONTRIL. ISSUING C .C) NO S REF ECTEF ABLE CIRCLE ‘rt TAFtlf rs. aERVI r 9 12 ,DATE OF ISSUE 3 6 F • , CliwER FRAN CARE:Olt:ILE:ER OIATO RO. ICORRECTCOY LE PASSENGER Wttli SUBSEBEA jAPPROVAL COOF NOT 0000 FOR PASSAGE 1-110.4 TICKETS NOT TRANSFERADLE I Lit'RDIRECTI3X NO CASH REFUNDS 1:4 ory C tlakIrl COVE 0kILLANID F. LA.0 E OF ISSUE SUBJECT TO TARIFS REGULATIONS OF RM OF CREDIT L`i VALID ONLY WHEN SIGHED IN THE PRESENCE OF THE HONORING CARRIER, HOT VALID IF DETACHED 'NYCfliEWARK FROM UNIVERSAL CREDIT CARD CHARGE FORM.

Ps7.9. VRCI. ACim tit IQE Aft c.‘itemte -to4c...tc•vra 229 13.1:43 2 Do jun72

CUSTOMER FILLS IN WHITE AREA ONLY UHITENEAD PaEe I -

PASSENGER TICKET AND BAGGAGE CHECK AIRLINE FORM SERIAL NUMBER S SBUYE SL.EKT TO CCNC,IONS OF AmericanAirlines CONTRACT ON PASS:NGIR S COUPON NAME Of PASSE NOT NyABLE PASSENGER'S COUPON CAPINIR 0 01 12 5403210 PA,C CPI I.. ! 4) i 3OsiA ENDOMSLMENTI (CARBON) 011.4.4 10 1\7`.1 72 iA 4 • A• f va\sHINGT.160 I) .0 .—DCITIN•1101.1 NOT RA00 BEFORE NISUID glICNAMOL PON

TICK. Dt•ION•Toit..10un coin POI VALID MUIR o•rr AND PI,. OF 0410101/4

X/01 NOT GOOD FOR PASSAGE FARE SARIS CARRIER 101111,CIAL3 DAT' TA1E 1TATUB AU-OW. PROM FARE OAT. AND MAC. IN, WWII T+CNILTiii A CONJUNCTION FONIA OF PAYMENT

To PCS. ity,24

NE'r ,'ORK AAAAA CIE zo CONICII•D

UNCI4CIECO ._. PAP( [Fro. Ilt.1141111.. r

1TA 1 .r-.7 2( .CC PREPARED BY, : LAZO (-4cZ(X/ CLEARED' THROUGH: APR 1 3 1972

Mr. Robert R. kloulware Executive Director International Radio and Television Society, Inc. 420 Lexington Avenue New York, New York 10017

Dear Bobs

Thank you for your letter of April 6 discussing the plans for the IRTS College Conference. I am delighted to be the luncheon speaker on Thursday, April 20.

Brian will certainly be 'in touch with you as soon as my travel plans become a little more definite.

I look forward to exchanging ideas with the participants at the Conference, and to seeing you on the 20th.

Best regards.

Sincerely,

kegred Tom Clay T. Whitehead

LKSmith:jem 4/11/72 cc: DO Records DO Chron Mr. WhiteheadL, Mr. Lamb Eva LKS Subject LKS Chron C •- (RC

INTERNATIONAL RADIO AND TELEVISION SOCIETY, INC. 420 Lexington Avenue, New York, N.Y. 10017, 532-4546

OFFICERS President, MAX E. BUCK April 6, 1972 Vice President, National Sales Manager NBC Television Network First Vice President, MAURIE WEBSTER Vice President, Division Services CBS Radio Vice President, JOHN P CUNNINGHAM Dr. Clay T. Whitehead Honorary Chairman of the Board Cunningham & Walsh Inc. Executive Office of the President Vice President, ROY DANISH Director Office of Telecommunications Policy Television leformation Office Washington, D. C. 20504 Vice President, SYDNEY H. EIGES Vice President, Public Information National Broadcasting Company Dear Tom: Vice President, JEROME R. FENIGER President Horizons Communications Corporation All of us at IRTS were delighted when Brian Lamb told us Vice President, ELTON H. RULE President you had agreed to address a luncheon at our Tenth College American Broadcasting Company Secretary, JOHN C. MOLER Conference on Thursday, April 20. As I told Brian, if you President & General Manager of your happy to WR FM will let us know travel plans, we will be Treasurer, THOMAS B. CAMPBELL have you picked up at the airport and delivered there after Vice President—Sales Development HR Television, Inc. lunch.

BOARD OF GOVERNORS ELIZABETH RAIN Enclosed are programs of previous conferences as well as a Associate Director, Audience Development Katz Television draft of the Agenda for this year. A couple of names of RIDGE BLACKWELL panelists need to be confirmed at the moment and we will Director of Broadcast Programming General Foods Corporation send you a complete copy of the program in a few days. GILROYE A. GRIFFIN, JR. Vice President-Corporate Administration Kenyon and Eckhardt, Inc. As we told Brian, Sammy Davis, Jr. will be the luncheon WILLIAM H. HYLAN Senior Vice President speaker on Friday, April 21. J. Walter Thompson Co. MICHAEL E. MARCOVSKY Assistant to the Vice President, Operations From these attachments you may be able to piece together the WP1X inc. atmosphere in which you will be speaking. Specifically, you HOWARD S. MEIGHAN Catalyst will be following the morning session on Consumerism/Adver- D. THOMAS MILLER President, CBS Television Stations Division tising. Panelists will be Thomas Krattenmaker, Assistant Broadcasting System, Inc. Columbia Director for Evaluation, FTC Bureau of Consumer Protection; HAROLD L. NEAL, JR. President-Owned Radio Stations William H. Ewen, Executive Director, National Advertising American Broadcasting Companies, Inc. Review Board; Herminio Traviesas, President, Broadcast JAMES F. O'GRADY, JR. Vice President, Standards, NBC; Miss Patricia M. Chief of the Bureau Oroco Communications, inc. Hines, ALFRED L. PLANT of Consumer Fraud, U. S. Attorney's Office, Manhattan. Vice President—Advertising Block Drug Company, Inc. The afternoon panel which will follow your luncheon will have EX-OFFICIO RICHARD A. R. PINKHAM to do with Program Control/Freedom of Broadcast Journalism. Senior Vice President in charge of Panelists will be Russ Tornabene, General Manager, NBC Radio Media & Programs Ted Bates & Co., Inc. News; Jeffrey St. John of Spectrum (CBS Radio Network); Jerry EXECUTIVE DIRECTOR Stephens, WMMR-FM, Philadelphia; Phyllis Haynes, WPIX-TV. ROBERT H. BOLILWARE The entire two and a half day Conference is made up of panel discussion with 50% of the time devoted to questions and answers.

Dr. Clay T. Whitehead April 6, 1972 Page 2.

All of us warmly recall your provocative talk at an IRTS Newsmaker Luncheon on October 6, 1971 and are grateful to you for helping with this important conference.

Cordially,

Robert H. Boulware Executive Director

RHB/hb Enclosures cc: Brian Lamb Norman S. Ginsburg, Conference Chairman THE TENTH ANNUAL

IRTS COLLEGE CONFERENCE

April 20, 21 and 22, 1972

Hotel Commodore New York, New York

TENTATIVE AGENDA

"Issues in Broadcasting"

THURSDAY, APRIL 20th

7:30-8:30 AM REGISTRATION, BALLROOM FLOOR LOBBY

8:30-9:00 AM GREETINGS and ORIENTATION

9:00-10:30 AM PANEL I, CONSUMERISM/ADVERTISING: The Influences of Consumerism and Governmental Regulation Agencies on Broadcast Advertising.

10:30 AM BREAK

10:45-12:00 PM CONTINUE PANEL I DISCUSSION, Q & A.

12:30 PM LUNCHEON - GUEST SPEAKER

2:00-3:30 PM PANEL II, PROGRAM CONTROL/FREEDOM OF BROADCAST JOURNALISM: A Discussion of Issues Involved in the Preparation of Broadcast Material.

3:30 PM BREAK

3:45-5:00 PM CONTINUE PANEL II DISCUSSION, Q & A.

7:00-9:30 PM DINNER and PROGRAM

9:30 PM - until Conclusion INFORMAL RAP SESSION

FRIDAY APRIL 21st

9:00-10:30 AM PANEL III, BROADCAST TECHNOLOGY: A Survey of Developing Capabilities in Mass Transmission.

10:30 AM BREAK

10:45-12:00 PM CONTINUE PANEL III DISCUSSION, Q & A. 411.

12:30 PM LUNCHEON - GUEST SPEAKER

2:00-3:30 PM PANEL IV, LICENSING/ACCESS: An Examination of Today's Trends in Licensing and the Position of Special Interest Groups.

3:30 PM BREAK

3:45-5:00 PM CONTINUE PANEL IV DISCUSSION, Q & A.

Friday Evening Free

SATURDAY, APRIL 22nd

9:00-10:30 AM PANEL V, ECONOMICS AND THE PROSPECT FOR EMPLOYMENT: A Discussion of Broad- cast Trends in the Business Community and the Outlook for Careers.

10:30 AM BREAK

10:45-12:00 PM CONTINUE PANEL V DISCUSSION, Q & A.

12:30 PM LUNCHEON - GUEST SPEAKER

2:00 PM ADJOURNMENT BULL SESSION — Terrace Oval Speakers: John L. Koushouris, Program Director, 9:00 P.M. —11:00 P.M. WOR TV. Kenneth Cowan, Director of "IT'S A GREAT BUSINESS!" Advertising & Promotion, WOR TV. "It's A Great Business" Bert CowIan, Herman Land Associates Introduced by Sam Slate, Vice Stephen Temmer, Gotham Audio President and Assistant to the President, RKO Howard Coleman, Press Director, General Broadcasting A. C. Nielsen Co. Gil Faggen, Editor, Time Buyer WHAT DID THEY SAY? Wallace A. Ross The Wrap-Up Donald Williamson, V.P. , 4:45 P.M. — 5:00 P.M. — Ballroom Cunningham & Walsh Speaker: Dom Quinn, Program Manager, WEEI, Boston, Mass. FRIDAY, APRIL 14th What is IRTS BROADCAST NEWS The International Radio & Television Society is a non-profit The Art of Electronic Journalism membership corporation chartered by New York State, made up of persons in the 9:00 A.M. — 10:15 A.M. — Ballroom broadcasting business and allied fields—advertising, research, program and film production— 1967 I. R. T. S. A Panel Discussion — dedicated to serve the industry and its people by Personnel, NBC News Key providing an assembly for their communication, COLLEGE a lasting fraternity embodying their common THE ADVERTISING AGENCY interests and welfare, a forum for the interchange CONFERENCE A Dialogue on Creativity of ideas, a medium for the continued development of radio and TV channels of mass communica- PROGRAM 10:30 A.M. — 12:00 Noon — Ballroom tions and the opportunity to help collectively Page Procter, Vice President, Creative to enhance the cultural, spiritual and material Supervisor, Copy, J. Walter Thompson enjoyment of American life through wholesome Co. and Partner, Bernard Owett, encouragement and appropriate recognition V.P. Creative Supervisor, Art, of the creative arts and talents. J. Walter Thompson Co. The IRT Foundation Organized in 1962, it is intended by means of Terrace LUNCHEON — educational, research and informational projects, 12:30 P.M. — 1:30 P.M. to implement the activities of the IRTS with which it is affiliated. Two $500 scholarships for continued Speaker: Alfred J. Seaman, President, Sullivan, study in broadcasting are awarded annually by Stauffer, Colwell & Bayles. the IRT Foundation. Introduced by Frederick S. Gilbert The APBE Made up of universities, educators, broadcasters THE PACKAGE PRODUCER and others to create a flow of relationship leading A Conversation to mutual advantages and the exchange of 1:30 P.M. — 3:00 P.M. — Ballroom information on broadcasting. Striving for the highest standards of training at institutions of higher Speakers: David Susskind and Daniel Melnick, learning for those who plan to enter the profession Talent Associates, Inc. of broadcasting and to encourage recognition of those so trained by broadcasting. THE LOCAL TV STATION The Community Picture APRIL 13 & 14 International Radio & Television Society, Inc. 3.15 P.M. — 4:45 P.M. — Ballroom 444 Madison Ave., New York, N.Y. 10022 HOTEL ROOSEVELT, N.Y. An Educational Project Of The International Radio & Television Society With The Support Of The International Radio & Television Foundation And The Collaboration Of The Association For Professional Broadcasting Education

Conference Chairman, Frederick S. Gilbert, Program Chairman, William Schwarz, NBC Radio; THE STATION REP V.P. & Genl. Mgr., Time-Life Broadcast Acting Program Chairman, Bert CowIan, Vice The Medium of Maximum Flexibility President; Herman Land Associates, 1:45 P.M. — 3:15 Terrace The Sixth Annual College Conference, in its Communications Consultants P.M. — present form, is the merging of two separate Eugene Katz,President,The Katz Agency collegiate conferences previously held by IRTS. Assisted by First, the Collegiate Broadcasters Conference was THURSDAY, APRIL 13th planned for undergraduates on the staffs of Scott Donahue, Vice President, TV student operated broadcasting stations. In 1964, a Registration James Greenwald, Vice President, Radio second conference called the College Majors was established for students who were planning to 8:30 A.M. — 9:20 A.M., Mezzanine make careers in broadcasting and allied fields. THE LOCAL RADIO STATION In 1965, the IRTS and its Advisory Committee, which Opening Session Voice of the Community is composed largely of members of the Association for 9:20 A.M. — 9:30 A.M. — Foyer Professional Broadcasting Education, saw the 3:30 P.M. — 5:00 P.M. — Terrace wisdom of combining the two conferences. This Remarks: Frederick S. Gilbert, Chairman has resulted in a more comprehensive and broader Moderator: Harvey Glascock, Vice President and Bert CowIan, Acting Program Chairman based program for those attending. The success of General Manager, WNEW the present pattern is evidenced by the enthusiastic Panelists: Robert Mounty response to the 1965 and 1966 Conferences. THE TV NETWORK Jerry Graham This Television Programming and Sales year's Conference is assembled under the Arnold H. Katinsky theme of It's A Great Business. The biographies of 9:30 A.M. — 11:30 A.M. — Foyer Bernie Ruttenberg our conference speakers and panel leaders All from WNEW Radio demonstrate the expertise and professionalism in Thomas W. Moore, President ABC their work that would be expected; in addition, Television Network there is evident a common bond of enthusiasm— Ted Fetter, Vice President and adjoining Foyer for broadcasting and for broadcast advertising. National Program Director, ABC TV RECEPTION — Rooms E and F In all cases, under the topics they represent, the Jack Sameth, Executive Producer 5:30 P.M. — 6:30 P.M. discussion leaders have been given free rein ABC TV Program Dept. to set forth their subject matter as they see it. Thus Faculty and IRTS Officers—by invitation the why as well as the how of the Conference Bill Firman, ABC TV, Director of Sales theme is expressed in a number of ways: by "case for News and Public Affairs Programs history" example, by straight exposition, by panel DINNER — Terrace participation, by extensive use of visual aids and ENGINEERING — "Artistry in Engineering" demonstration equipment. The intent is simple—to 6:00 P.M. — 8:00 P.M. provide 11:15 a thoroughgoing, pragmatic exploration A.M. — 12:00 Noon — Foyer Greeting by Thomas J. McDermott, of the elements that join to prove our theme! Stephen Temmer, President, Gotham President, IRTS THE PROGRAM Audio Corporation Presentation of International Radio and Television Foundation Scholarship Registration FREE desk will be in the entrance to the Awards by Albert B. Shepard, Grand Ballroom on the Mezzanine Floor. 12:00 Noon — 12:30 P.M. President of IRTF. Attendants should be in their seats promptly. Schedule will be adhered to strictly. Speaker: The Hon. Lee Loevinger, Commissioner, All sessions will be held in the meeting rooms LUNCHEON — Grand Ballroom Federal Communications Commission. as indicated on daily schedule. Introduced by Frederick S. Gilbert. 12:30 P.M. — 1:30 P.M. At the luncheons and the dinner, the under- Introductory Remarks by: Frederick S. Gilbert 8:15 P.M. — 8:45 P.M. graduates will have an opportunity to meet with Presentation of the 1967 TV representatives of stations, networks, advertising Address by:W. Theodore Pierson, distinguished Commercials Awards Contenders. agencies, station reps, program producers, etc. Washington Attorney and (Speakers and panelists not otherwise identified Communications spokesman, Wallace A. Ross, Director, American geographically, are from New York City.) Partner, Pierson, Ball & Dowd TV Commercials Festival. •

"Broadcasting in the 70's: Media in Transition"

April 16, 17, 18 Hotel Commodore, New York City IRTS NINTH ANNUAL COLLEGE CONFERENCE

"BROADCASTING IN THE 70's: MEDIA IN TRANSITION"

A professional education project of the Contributions in funds and in professional International Radio And Television So- capabilities are too numerous to list ciety with the support of the International here, but the growth of the Conferences Radio And Television Foundation, and attest their value. industry-wide cooperation. Program Facts O'Grady, Jr., Co-Chairmen: James F. Registration commences on the Ball- Manager, Vice President and General room Floor of the Hotel Commodore at Inc., and RKO Radio Representatives, 8:00 A.M. Thursday, April 16. The sched- John A. Serrao, President, United Artists ule is a full one and registrants are urged Television, Inc. to be in place on time so the program can be completed. "Media in Transition" seems an apt title because of new challenges faced by At the luncheons and the dinner, regis- every phase of Broadcasting. trants will be able to meet informally with professional leaders from all phases It is a time of enormous social change. of Broadcasting and Broadcast Adver- It is a time of dynamic technological tising. development. All technological development challenges thinking people to adapt it to the society which gives it birth and to the needs of that society. Door Prizes donated by: The role of government in Broadcasting, CKLW, Detroit the meeting grounds of commercial and Columbia Special Products educational broadcasters, the growth of cable television and its varied forms and KFRS, San Francisco many, many other topics require the best WHBQ-AM/FM, Memphis to the possible minds to be brought York, Flagship tasks ahead. WOR-AM Radio, New Station of RKO Radio Three days of meetings can scarcely WOR-FM, New York solve — or even enumerate — all the problems ahead, but it is a step. Attendance at these conferences has increased four-fold since the original conference in 1962. Continuity of purpose Werner Freitag, Audio & Recording from year to year has been made pos- Consultant sible by contributions to the IRT Founda- tion from networks, stations, station representatives, advertising agencies, the members of IRTS and from associated firms interested in attracting capable young men and women to careers in Conference Office — Parlor "A" Broadcasting. In addition, The Million- IRTS Floor) Dollar Faculty" makes personal contribu- (Ballroom tion which would otherwise be impossible to provide. *Denotes IRTS member Thursday,April 16

Registration 8:00 A.M.-8:45 A.M. West Ballroom Foyer (Ballroom Floor)

Greetings and Orientation 8:45 A.M.-9:00 A.M. West Ballroom (Ballroom Floor) 'Richard A. R. Pinkham—President, International Radio and Television Society; Senior Vice President in charge of Media and Programs, Director, Ted Bates & Company *James F. O'Grady, Jr.—Co-Chairman, IRTS College Conference; Vice President, General Manager, RKO Radio Representatives, Inc. John A. Serrao—Co-Chairman, IRTS College Conference; President, United Artists Television, Inc. *Bert Cowlan—Program Chairman, IRTS College Conference; Communications Consultant

Television 9:00 A.M.-12:15 P.M. West Ballroom (Ballroom Floor) (11:00 A.M.-11:15 A.M. Break) Moderator: *Roy Danish—Director, Television Information Office Panelists: *Robert A. Dreyer—Former Vice President, Secretary and General Counsel, Metromedia; Past President, New York State Broadcasters *George A. Heinemann—Vice President, Childrens Programs, NBC Philip Lewis—Executive Producer, CBS Network News *John H. Mitchell—President, Screen Gems Division, Columbia Pictures Industries, Inc. *Frederick J. Schuhmann—General Manager, Television Facilities and Services, ABC John A. Serrao—President, United Artists Television, Inc.

Recess 12:15 P.M.-12:30 P.M.

Luncheon 12:30 P.M.-2:00 P.M. Grand Ballroom (Ballroom Floor) Speaker: Howard Cosell—Director of Sports, ABC

Radio 2:15 P.M.-5:30 P.M. West Ballroom (Ballroom Floor) (4:15 P.M.-4:30 P.M. Break) Moderator: *Maurie Webster—Vice President, Division Services, CBS Radio Division Panelists: John D. Callaway—Vice President, Program Services, CBS Radio *David C. Croninger—President, Metromedia Radio *Stephen B. Labunski—Managing Director, WMCA Radio Ronald L. Ruth—General Manager, WGMS Radio, Washington, D. C. *Rick Sklar—Program Manager, WABC Radio Robert M. Stevenson, Jr.—Vice President and Copy Group Head, LaRoche, McCaffrey & McCall, Inc.

Students at Liberty Faculty Reception—Buffet Supper 6:00 P.M.—Windsor Terrace (Lobby Floor) Faculty, Moderators and Panelists, IRIS Board, IRTF Board Hostesses: *Mary L. McKenna—Metromedia, Inc., Secretary of IRTF *Aileen Paul—Aileen Paul Associates *Peggy Stone—H-R Radio

Faculty Bull Session 8:30 P.M. to Conclusion—Windsor Court (Lobby Floor) Moderator: *James F. O'Grady, Jr.—Vice President, General Manager, RKO Radio Representatives, Inc. Ward B. Chamberlin, Jr.—Executive Vice President, Corporation for Public Broadcasting *Bert Cowlan—Communications Consultant *Henry V. Greene—Vice President, RKO General, Inc. *Richard W. Jencks—President, CBS/Broadcast Group, CBS, Inc. Paul L. Klein—Vice President, Audience Measurement, NBC Frederic Papert—Chairman and President, The PKL Companies, Inc. *Richard A. R. Pin kham—Senior Vice President in charge of Media and Programs, Director, Ted Bates & Company John A. Serrao—President, United Artists Television, Inc. Friday, April 17

Research 9:00 A.M.-11:00 A.M. West Ballroom (Ballroom Floor) Moderator: Dr. Jack Gross—Temple University Panelists: Charles Benesch—Manager, Media Analysis, General Foods Corporation *Erwin H. Ephron—Vice President, Media, Programming, Carl Ally, Inc. Gerald M. Jaffe—Director, Audience Measurement Operations, NBC William A. Schwartz—Manager, WUAB-TV, Cleveland, Ohio David A. Traylor—Vice President, Eastern Regional Service Sales Manager in charge of Stations and Reps., A. C. Nielsen Company

Recess 11:00 A.M.-11:15 A.M.

Publicity, Promotion, Marketing & Sales 11:15 A.M.-12:45 P.M. West Ballroom (Ballroom Floor) Moderator: *Norman S. Ginsburg—Director of Information Services, CBS Radio Panelists: Andrew C. Erish—Director of Advertising and Promotion, ABC Owned Radio Stations *John Scuoppo—Vice President, Promotion, NBC Edward Starr—Senior Vice President, Hill and Knowlton, Inc. Charles H. Warner—New York Sales Manager, CBS Radio Spot Sales

Recess 12:45 P.M.-1:00 P.M.

Luncheon 1:00 P.M.-2:30 P.M. Grand Ballroom (Ballroom Floor)

Speaker: *John W. Macy, Jr.—President, Corporation for Public Broadcasting

Recess 2:30 P.M.-2:45 P.M.

Advertising: Case History 2:45 P.M.-4:30 P.M. West Ballroom (Ballroom Floor) Moderator: Richard G. Kuhl—Account Supervisor, Colgate Palmolive Account, Ted Bates & Company Panelists: Melvin Elbaum—Vice President and Account Group Supervisor, Colgate Palmolive Account, Ted Bates & Company Norman C. Stahl—Vice President and Senior Creative Supervisor, Colgate Palmolive Account, Ted Bates & Company Presentation: "My Friend Madge"—The Introduction of Palmolive dishwashing liquid.

Recess 4:30 P.M.-6:30 P.M. Faculty Reception 6:00 P.M.-6:30 P.M. Parlors "B" & "C" (Ballroom Floor) Faculty, Moderators and Panelists, IRTS Board, IRTF Board Hostesses: *Aileen Paul—Aileen Paul Associates *Peggy Stone—H-R Radio

Dinner—Students, Faculty and Guests 6:30 P.M.-8:00 P.M. Grand Ballroom (Ballroom Floor) Speaker: Commissioner Robert E. Lee—Federal Communications Commission

TV & Radio Commercials Festival Contenders 8:00 P.M.-9:00 P.M. Presentation by: *Wallace A. Ross—Founder and Director The American TV and Radio Commercials Festival

Bull Session 9:00 P.M. to Conclusion—Windsor Terrace (Lobby Floor) Moderator: *Bert Cowlan—Communications Consultant Panelists: *Phillip H. Burrell—Manager, TV Program Development, SSC&B, Inc. *Josef C. Dine—Director of Media Relations, Corporation for Public Broadcasting Gil Faggen—Director of Broadcast Services, First National City Bank William Farlie, Jr.—Vice President, Administration, RKO Dennis Gillespie—Vice President, Sales Manager, Peters, Griffin, Woodward, Inc. *Howard L. Kany—Director of International Relations, CBS *Michael E. Marcovsky—Executive Assistant to the Vice President, Operations, WPIX, Inc. Charles Novitz—Writer, ABC-TV News Frederic Papert—Chairman and President, The PKL Companies, Inc. *Marvin Roslin—Director, Sales Planning and Research, RKO Radio Representatives, Inc. Bill Schwarz—Broadcasting Consultant Saturday,April 18

Student Panel 9:00 A.M.-10:30 A.M. West Ballroom (Ballroom Floor) Moderator: *Michael E. Marcovsky—Executive Assistant to the Vice President, Operations, WPIX, Inc. York University Panelists: Howard Doyle—Former News Director, WNYU, New Daniel MacDonald—General Manager, WVBC, Boston College Mike Nitka—Production Manager, WAMU-FM, American University Chris Zubof—Station Manager, WVHU-FM, Hofstra University

The Fourth Force—CATV, Music Business, Public Radio, Satellite Communication and Unions 10:30 A.M.-12:15 P.M. West Ballroom (Ballroom Floor) Moderator: Bill Schwarz—Broadcasting Consultant Panelists: Herbert L. Bachmann—General Executive, Westinghouse Broadcasting Company, Inc.; General Manager, CATV, Bronx Irving Lichtman—Editor in Chief, Cash Box Magazine Robert E. Mott—Executive Director, National Educational Radio, Washington, D. C. Joseph C. Nichols—Chief of International and Satellite Communication, Office of Public Information, United Nations Ernest D. Ricca—Executive Secretary, The Directors Guild of America, Inc.

Luncheon 12:30 P.M.-1:30 P.M. Grand Ballroom (Ballroom Floor)

The Role of the Minorities in Broadcasting 1:30 P.M.-2:30 P.M. National Association Moderator: *Dr. Harold Niven—Vice President, of Broadcasters President and Assistant Panelists: Dr. Lionel C. Barrow—Vice Director of Research, Foote, Cone & Belding, Inc, Bank for Donald Clarke—Director, Communication Skills Minorities, New York Urban Coalition, Inc. Manager, *Mark Olds—Executive Vice President and General WWRL Radio Frederick S. Weaver—President, Public Relations Enterprises, Inc.

Closing 2:30 P.M.-3:00 P.M. Grand Ballroom (Ballroom Floor) Jean Shepherd—WOR, New York

IRIS CONFERENCE OFFICE Parlor "A" (Ballroom Floor)

*Denotes IRTS member INTERNATIONAL RADIO & TELEVISION SOCIETY, INC. 420 Lexington Avenue New York, New York 10017 1969 IRTS College Conference "Broadcasting and Society" April 17, 18,19 Hotel ommodore N C•

Adak% MEM' "WM 8TH ANNUAL COLLEGE CONFERENCE

An Educational Project of the Interna- Faculty Conference has led to the ex- tional Radio & Television Society With pansion of this feature in 1969. Radio The Support Of The International been strength- The Collab- Continuity of purpose has & Television Foundation And financial stability For Profes- ened by increased oration Of The Association by the IRT Foundation. Education. made possible sional Broadcasting The organization derives all its funds Conference Chairman, James F. O'Grady, through contributions from IRTS Mem- Jr. Vice President & General Manager, bers, Networks, Broadcast Station Man- in the RKO Radio Representatives, Inc. agement and other firms interested continued attraction of capable men and Program Chairman, Bert Cowlan, Com- women to careers in broadcasting. munications Consultant. So many contributions have been made, The 8th Annual College Conference, with not only in funds but' in the giving of the general title "Broadcasting And So- personal capabilities as well, that it is ciety," falls at a time when the electronic impossible to recognize them all here. media have increasingly been faced with challenges to the perspective, ingenuity Program Facts and skills of all concerned. Registration will be held in the Main Foyer of the Ballroom Floor of the Hotel Broadcasting continues to be one of the Commodore at 7:30 AM, Thursday, April most dynamic elements in the most dy- 17. Those attending the sessions are namic decade modern man has known. asked to be in place promptly so that Indeed, present day capability for mass the tight schedule may be strictly ad- heavily communication has contributed hered to. to this dynamism. At the Luncheons and the Dinner, visit- It is fitting, then, that the IRTS Confer- ing will have opportunities the registrants ence treat with subjects examining to meet informally with representatives place of broadcasting in society, its eco- Stations, Advertising Agen- to of Networks, nomic significance and its relationship Representatives, Program broadcast- cies, Station its environment. Professional Producers and other professionals. ers, college faculty members and students will exchange views, some from Question and Answer periods will follow prepared material and others prompted each session except the Luncheons. by discussion, led by "The Million Dol- lar Faculty." IRTS members are indicated by an asterisk (1. An innovation this year is the Career Clinic to be held on Saturday Afternoon. Credits It is expected that students will find Werner Freitag, Audio & Recording additional insight into opportunities for Consultant personal development and the enormous Morris S. Kellner, Coordinator of seek the challenges to individuals who Tour Activities satisfactions available in broadcasting. College Conference portfolios courtesy A Faculty Conference, held in 1969 for Peters, Griffin & Woodward areas the second year, will provide new Door Prizes members of the of discussion for visiting by: Radio WJJD, profession. Two Watches—Donated teaching Chicago; Plough Broadcasting Through the years, the conferences have AIWA Radio Recorder— been expanded in their scope. Initially, Donated by: WCBS-FM conferences were planned solely for un- 3 - Clock Radios— dergraduates on the staffs of student Donated by: Metromedia, Inc. broadcasting stations. Another operated 1 RCA Clock Transistor Radio— was added in 1964 for other dimension Donated by: WNBC-TV students planning careers in broadcasting, broadcast advertising and allied LP Records— fields. The success of last year's first Donated by: Capitol Records Inc. Thursday April 17

WHAT GOES ON Registration 7:30 A.M.-8:15 A.M., Grand Ballroom Foyer (Ballroom Floor)

Greetings and Orientation 8:15 A.M.-8:30 A.M., East Ballroom (Ballroom Floor)

*Edward P. Shurick—President, International Radio & Television Society;

Vice President, International Radio & Television Foundation; President & Treasurer, H-R Television *James F. O'Grady, Jr.—Chairman, IRTS College Conference; Vice President & General Manager, RKO Radio Representatives, Inc. *Bert Cowlan—Program Chairman, IRTS College Conference; Communications Consultant

Network News and Public Affairs 8:30 A.M.-10:00 A.M. East Ballroom (Ballroom Floor)

Producer & Moderator: Dick Wald—Vice President, NBC News

Panelists: Ed Newman—Newscaster, NBC William Corrigan—General Manager, Operations NBC Corydon B. Dunham—Vice President, General Attorney, NBC Robert Northshield—Producer, NBC *Russell C. Tornabene—General Manager, News Radio, NBC

Local News and Public Affairs 10:15 A.M.-12:15 P.M. East Ballroom (Ballroom Floor)

Producer & Moderator: Jerry Chapman—Radio Manager, Time-Life Broadcast—Indianapolis; Public Affairs Manager, WFBM Stations

& TV Panelists: Bob Gamble—News Manager of the WFBM Stations AM-FM Stephen Scott—Assistant Public Affairs Manager, WFBM Stations

Luncheon 12:30 P.M.-2:00 P.M. Windsor Ballroom (Lobby Floor)

Speaker: William Kaland—Executive Producer, Group W, Westinghouse Broadcasting Company

The Network Television Program 2:15 P.M.-3:45 P.M. East Ballroom (Ballroom Floor) of Media and Speaker: *Richard A. R. Pinkham—Senior Vice President in charge Programs, and a Director, Ted Bates & Company The Local Radio and TV Station 4.00 P.M.-5:45 P.M. East Ballroom (Ballroom Floor) Producer & Moderator. 'John V. B. Sullivan—Vice President, Corporate Relations, Metromedia, Inc.

Panelists: °David C. Croninger—President, Metromedia Radio Martin Connelly—Vice President Sales, Metromedia Television Robert M. Bennett—Vice President & General Manager, WNEW-TV *George H. Duncan—Vice President & General Manager, WNEW-FM

Faculty Reception and Buffet (Students at Liberty) 6:00 P.M. Windsor Terrace (Lobby Floor)

Faculty, Moderators and Panelists. IRTS Board, IRTF Board Friday April 18

BROADCASTING IS A BUSINESS

Research 9:30 A.M.-10:30 A.M. East Ballroom (Ballroom Floor)

Producer & Moderator: *Dr. Jack Gross—Temple University

Panelists: Charles Benesch—Manager, Media Analysis, General Foods Corporation Paul E. J. Gerhold—President, Advertising Research Foundation Dr. Seymour Banks—Vice President, Media & Program Manager, Leo Burnett Company, Chicago *James Yergin—Vice President Research, Group W Westinghouse Broadcasting Company

Publicity, Promotion, Marketing and Sales

10:45 A.M.-12:15 P.M. East Ballroom (Ballroom Floor) Producer & Moderator: *Norman S. Ginsburg—Director of Information Services, CBS Radio

Panelists: Lee Currlin—Director of Marketing, CBS-TV Network Sales Dale Pon—Director of Sales Promotion and Research for CBS/FM *Maurie Webster—Vice President, Division Services, CBS Radio Division

Luncheon 12:30 P.M.-2:00 P.M. Grand Ballroom (Ballroom Floor)

Speaker: Dr. Charles R. DeCarlo, President, Sarah Lawrence College, Bronxville, New York

Advertising: Two Case Histories 2:00 P.M.-3:30 P.M. East Ballroom (Ballroom Floor)

Producer & Moderator: *Scott Young—Broadcast Supervisor, Leo Burnett Company, Inc.

Hal Weinstein—Vice President/Creative Director, member of the Board of Directors; Leo Burnett Company, Inc. "The Green Giant Story" Hal Weinstein—Vice President/Creative Director, Leo Burnett Company, Inc. "Virginia Slims—Building a Brand Image"

Tours 3:30 P.M.-6:00 P.M. Industry Facilities: Reeves Sound Studios 304 East 44th Street Reeves Television Studios at Lincoln Square WOR-TV 1440 Broadway WNEW-TV 205 East 67th Street

Peters, Griffin, Woodward 277 Park Avenue Batten, Barton, Durstine & Osborn 383 Madison Avenue WCBS Radio 51 West 52nd Street WINS Radio 90 Park Avenue

Dinner, All Delegates and Guests 6:30 P.M.-7:30 P.M. Grand Ballroom (Ballroom Floor)

7:30 P.M.-8:00 P.M.

Speaker: Winter D. Horton. Jr.—Vice President, Development, National Educational Television "Educational Broadcasting: A Status Report"

TV & Radio Commercial Festival Winners 8:00 P.M.-9:00 P.M.

Presentation by; *Wallace A. Ross—Founder and Director, The American TV and Radio Commercials Festival

Bull Session 9;00 P.M. to Exhaustion, Windsor Terrace (Lobby Floor)

Moderator: *Bert CowIan—Communications Consultant

Panelists: *Alan J. Bell—Vice President, WNEW-TV, Metromedia Television *Howard W. Coleman--Press Relations Director, A. C. Nielsen Company Gil Faggen—Director, Broadcast Services, First National City Bank Dennis Gillespie—Vice President & Eastern Sales Manager, Peters, Griffin & Woodward *Donald F. Holloway—Associate Professor of Communications, Morehead State University *Howard L. Kany, Director, International Business Relations, CBS Television Services Michael E. Marcovsky—Assistant to the V.P., Operations, WPIX, Inc. Charles Novitz—Writer. ABC-TV News *James F. O'Grady—Vice President & General Manager, RKO Radio Representatives, Inc. *Marvin Roslin—Director, Sales Planning and Research, RKO Radio Representatives, Inc. Bill Schwarz—Broadcasting Consultant, Herman Land Associates Stephen Temmer—President, Gotham Audio Corporation Frederic Papert—Chairman, Papert, Koenig, Lois Saturday April 19

WHAT ELSE IS NEW?

The Fourth Force 9:00 A.M.-10:30 A.M. East Ballroom (Ballroom Floor)

Producer: William N. Farlie, Jr.—Assistant Manager Industrial Relations, Westinghouse Broadcasting Company

Clearview of Georgia. Moderator: Charles C. Woodward, Jr.—(CATV) President, Clearview of Florida, Inc., Micro-Relay, Inc.

Science Network, Inc., Panelists: Thomas J. Bird—(FM) Program Manager, National Assistant General Manager. WNCN (N.Y.) Richard C. Block—(UHF) Vice President & General Manager, Kaiser Broadcasting Corp. John H. Pinto—(Subscription Television) Director of Creative Services, RKO General, Inc. August C. Blume—(Recording Industry) National Promotion Manager, RCA Record Division

WHAT'S NEW STUDENTS? 10:30 A.M.-12:15 P.M. East Ballroom (Ballroom Floor)

& Producer Operations, WPIX, Inc. Moderator: Michael E. Marcovsky—Assistant to the V.P.,

Panelists: Howard Doyle—News Director, WNYU Thomas Keenan—President, WKCR, Columbia University Roger C. Marshall—News Director, WMKY, Morehead, Kentucky Benjamin Selisker—Director of Broadcast Services, WRTI, Temple University

Luncheon 12:30 P.M.-1:45 P.M. Windsor Ballroom (Lobby Floor)

Speaker: Lee Loevinger, Esq., Hogan & Hartson

Career Clinic (Pre-Registered Students) 1:45 P.M.-Conclusion Tudor Room (Lobby Floor)

Industry Representatives Friday, April 18 Faculty Conference

9:30 A.M.-12:00 P.M., West Ballroom (Ballroom Floor)

Host: *Edward P. Shurick—President, International Radio & Television Society; Vice President, International Radio & Television Foundation; President & Treasurer, H-R Television

Producer & Moderator: Hugh M.Beville, Jr.—Vice President in Charge of Planning, NBC

Panelists: *Ernest Lee Jahncke, Jr.—Vice President, Standards and Practices, NBC Paul L. Klein—Vice President, Audience Measurement, NBC Donald V. Meaney—Vice President, NBC News Larry White—Vice President, Daytime Television, NBC Television Network

Luncheon 12:30 P.M.-2:00 P.M. Grand Ballroom (Ballroom Floor) (Students and Faculty)

Faculty Conference Reconvenes 3:30 P.M.-5:30 P.M. West Ballroom (Ballroom Floor)

Moderator: *James R. O'Grady, Jr.—Chairman, IRTS College Conference; Vice President & General Manager, RKO Radio Representatives, Inc.

Panelists: *Sol Paul—Television Age *Cliff Evans—Director of Washington News Bureau for RKO General, Inc. *Roy Danish—Director, Television Information Office; Vice President, IRTF; Governor, IRTS

Faculty Reception 6:00 P.M.-6:30 P.M. Parlors "B" & "C"—Grand Ballroom Floor

Faculty, Moderators and Panelists, IRTS Board, IRTF Board

Hostesses: *Mary L. McKenna, Metromedia, Inc., Secretary of IRTF *Aileen Paul, Aileen Paul Associates *Peggy Stone, Stone Representatives, Inc.

Dinner

6:30 P.M.-7:30 P.M. Grand Ballroom (Ballroom Floor) (Students and Faculty)

Balance of evening's program same as students.

INTERNATIONAL RADIO AND TELEVISION SOCIETY, INC. 420 Lexington Avenue, New York, N.Y. 10017, 532-4546 "Talent For Tomorrow" 1968 IRTS College Conference April 18,19 Hotel Roosevelt, N.Y.C.

MAIO\ //MUIR WEB 'kW" 7th Annual College Conference An Educational Project Of The International Radio & Television Society With The Support Of The International Radio & Television Foundation And The Collaboration Of The Association For Professional Broadcasting Education Conference Chairman, Frederick S. Gilbert, Vice President & General Manager, Time-Life Broadcast, Inc. Associate Chairman, James F. O'Grady, Vice President & General Manager, RKO National Radio Sales This, the Seventh Annual College Conference of the International Radio and Television Society, represents the merger of two separate collegiate seminars previously sponsored by IRIS. Initially, the Collegiate Broadcasters Conference was planned for undergraduates on the staffs of student-operated broadcasting stations. A second conference, the "College Majors," was established in 1964, for students planning to make careers in broadcasting and allied fields. In 1965, the IRIS and its Advisory Committee—which is composed for the most part of members of the Association for Professional Broadcasting Education—moved to combine the two conferences. The result: a more comprehensive and far-reaching program for those attending. The success has been evidenced by the enthusiastic response to the 1965, 1966 and 1967 Conferences. The 1st Annual Faculty Conference is scheduled for Friday morning. Dr, Frank Stanton, President, Columbia Broadcasting System, Inc. will be meeting with Faculty to exchange views on vital industry issues. Talent for Tomorrow is the theme of this year's Conference. This might well be expanded to read Talent for Tomorrow as guided by Today's Talent. Professionalism, expertise, significant service during broadcasting's dynamic years—all are underscored in the biographies of the "Million Dollar Faculty" participating in the Conference. Network and local station broadcast leaders, agency and sales rep and production and research heavyweights, as well as seniors in a dozen or more additional parts of the broadcast arena, are represented on the roster of Talent for Tomorrow speakers, moderators and panel members. IRIS members are identified by an asterisk (*) on schedule. The intent of it all, as previously stated, is simple and explicit—to provide a thoroughgoing and pragmatic exploration of the elements that make broadcasting the exciting and fast-moving industry we all know it to be! Each registrant has received descriptive literature about the International Radio & Television Society. The following paragraph describes the APBE organization which down through the years has been an important factor in each conference. The APBE is made up of universities, educators, broadcasters and others to create a flow of relationship leading to mutual advantages and the exchange of information on broadcasting. Striving for the highest standards of training at institutions of higher learning for those who plan to enter the profession of broadcasting and to encourage recognition of those so trained by broadcasting.

Program Facts Registration desk will be in the entrance to the Grand Ballroom on the Mezzanine Floor. Attendants should be in their seats promptly. Schedule will be adhered to strictly. All sessions will be held in the meeting rooms as indicated on daily schedule. At the luncheons and the dinner, the undergraduates will have an opportunity to meet with representatives of networks,stations, advertising agencies, station reps, program producers, etc. Speakers and panelists not otherwise identified geographically, are from New York City. Thursday April 18

Registration 7:30 A.M.-8:15 A.M., Mezzanine

Opening Session 8:15 A.M.-8:45 A.M., Ballroom

Greetings: Frederick S. Gilbert*, Chairman—Vice President and General Manager, Time-Life Broadcast, Inc. James F. O'Grady*, Associate Chairman, Vice President and General Manager, RKO National Radio Sales Bert Cowlan*, Program Chairman, Herman Land Associates, Communications Consultant

The TV Network 8:45 A.M.-10:15 A.M., Ballroom

Moderator: Don Durgin*, President, NBC Television Network

Panelists: Alvin Cooperman, Vice President, Special Programming, NBC Television Network Sydney H. Eiges*, Vice President, Public Information, National Broadcasting Company Paul L. Klein, Vice President, Audience Measurement, National Broadcasting Company John M. Otter, Vice President, Sales, NBC Television Network William F. J. Storke*, Vice President, Programs, NBC Television Network

The Radio Network 10:15 A.M.-11:45 A.M. Ballroom

Moderator: Walter A. Schwartz*, President, ABC Radio Network

Panelists: Herbert A. Granath*, Vice President, Sales Joshua J. Mayberry, Division of Research Earl Mullen, Vice President, Station Relations Donald S. Schlosser, Division of Marketing Services Thursday, continued

Luncheon 12:00 Noon-1:00 P.M., Ballroom W Speaker: William Kaland, Director of Program Development, Group Introduced by James F. O'Grady, Associate Chairman

The Local TV Station 1:15 P.M.-2:45 P.M., Ballroom Television Moderator: Alan J. Bell*, Vice President, Information Services, Metromedia Division Panelists: Martin Connelly*, Vice President, Sales, Metromedia Television Lawrence P. Fraiberg*, Vice President and General Manager, WNEW-TV Robert Shay, Program Director, WNEW-TV John B. Sias, President, Metro TV Sales Division of Metromedia

The Local Radio Station 2:45 P.M.-4:00 P.M., Ballroom

Moderator: Harry Novik*, General Manager, WLIB

Panelists: Richard Novik, Sales Manager Ed Samuels, News Director Billy Taylor, Air Personality and Program Director, WLIB-FM Thursday, continued

The Independent Producer 4:00 P.M.-5:15 P.M., Ballroom Gems, Inc. Speaker: John H. Mitchell*, Executive Vice President, Screen

Reception Faculty and IRTS—IRTF Boards (By Invitation Only) 5:30 P.M.-6:15 P.M., Rooms E & F Adjoining Foyer

Hostess: Aileen Paul*, Aileen Paul Associates

Dinner 6:15 P.M.-9:00 P.M., Ballroom

Host: Frederick S. Gilbert*, Conference Chairman Presentation of International Radio and Television President. Foundation Scholarship Awards by Albert B. Shepard, Greeting by Edward P. Shurick*, President, IRTS Television Speaker: John F. White*, President, National Educational 8:30 P.M.-9:00 P.M. contenders Presentation of the 1968 Radio & TV Commercial Award TV and Radio Wallace A. Ross*, Founder and Director, The American Commercials Festival Thursday, continued

"Potpourri" 9:15 P.M.-11:00 P.M., The Oval

Robert Caulfield*, Director, Management-Development Group W Howard W. Coleman*, Press Relations Director, A. C. Nielsen Company Bert Cowlan*, Vice President, Herman Land Associates, Inc. Gil Faggan, Editor, Sponsor Magazine

Professor Gordon Gray, Chairman of the Department of Radio and TV Films, School of Communications, Temple University

Lon A. King*, Vice President, Promotion, Peters, Griffin and Woodward Mel Grossman*, Vice President, Sales Development & Promotion H-R. Representatives Howard Kany*, Director, International Business Relations, CBS-TV Services Charles Novitz, ABC-TV News Bill Schwarz, Conference Consultant Lt. Col. Richard S. Stark, USMCR, Officer in Charge of Marine Corps Information Office, N.Y.C.

Friday April 19

Tour Program

Groups assemble in room indicated below 8:30 A.M.-10:30 A.M.

ABC Network—Terrace Room, Tour Host, Deet Jonker, Production Services Coordinator CBS Network—Terrace Room, Tour Hosts, David L. White, Director of Studios and Stan Greene, Assistant Director, Central Technical, Technical Services NBC Network—Terrace Room, Tour Host, E. Bruce Fisher, Manager of Employment WOR Radio—Terrace Room, Tour Host, Eugene J. Caser, Director of Personnel and Office Administration. Reeves Sound Studios—The Oval, Tour Host, Grey Hodges, Marketing Manager H-R Representatives—The Oval, Tour Host, Mel Grossman, Vice President, Sales Development and Promotion Ted Bates & Co.—The Oval, Tour Host, Justin Gerstle, Vice President and Director, Media Information and Analysis Division Friday, continued

Faculty Only Friday, April 19th

Faculty Conference 9:00 A.M.-11:45 A.M., Madison Room

Speaker: Dr. Frank Stanton*, President, Columbia Broadcasting System, Inc., and associates.

The Advertising Agency 10:45 A.M.-12:15 P.M., Terrace Room

Moderator: Philip H. Burrell*, Manager, TV Program Development, Sullivan, Stauffer, Colwell & Bayles, Inc.

Panelists: Mrs. Mary Ayres, Senior Vice President George Poris, Senior Vice President Miss Irene Copeland, Account Executive Mr. Merrill Clark, Vice President, Account Supervisor Syl Cleary, Vice President, Management Supervisor Joe McCarthy, Associate Media Director

Luncheon 12:30 P.M.-2:00 P.M., Grand Ballroom Federal Speaker: Dr. Robert L. Hilliard, Chief—Educational Broadcasting Branch, Communications Commission and Chairman Federal inter-Agency Broadcast Committee Introduced by James F. O'Grady, Jr., Associate Chairman Friday, continued

News and Public Affairs 2:15 P.M.-3:45 P.M., Terrace Room

Moderator: Richard S. Salant*, President, CBS News

Panelists: Walter Cronkite, CBS News Correspondent

Bill Leonard, Vice President and Director of News Programming, CBS News Gordon Manning, Vice President and Director of News, CBS News Mike Wallace, News Political Correspondent, CBS News

Research 3:45 P.M.-5:15 P.M., Terrace Room

Moderator: Erwin H. Ephron*, Vice President and Director of Media Research, Papert, Koenig, Lois

Panelists: Miss Avery Gibson, Research Consultant, American Research Bureau Paul L. Klein, Vice President, Audience Measurement, National Broadcasting Company

Peter J. Spengler, Assistant Director of Advertising Services, Bristol Myers Co.

Wrap-Up 5:15 P.M.-5:30 P.M., Terrace Room

Closing Edward P. Shurick*, President, International Radio & Television Remarks: Society,: President, H-R Television

Careers in Broadcasting 5:30 P.M., The Oval

Frederick S. Gilbert*, and Roy Danish*, Director, Television Information Office

*Indicates IRIS Member. ABC and CBS Tour Buses Courtesy A. C. Nielsen Company College Conference portfolios courtesy Peters, Griffin & Woodward

INTERNATIONAL RADIO & TELEVISION SOCIETY, INC. 420 Lexington Avenue New York, New York 10017 I c

February 3, 1972

Miss Linda Smith Special Assistant to the Director Office of Tele-Communication Policy Executive Office of the President of the United States Washington, D. C. 20504

Dear Miss Smith: possible availa- Thank you for your follow up call the other day concerning Mr. Whitehead's in Chicago, bility as keynote speaker at our 1972 NAFMB Convention at the Palmer House April 7th and 8th. attended by 450 - 500 The National Association of FM Broadcasters Annual Convention is Traditionally, two owners and managers of successful FM stations around the country. is reserved major luncheons are scheduled during the convention. Our Saturday luncheon Memorial Research for the presentation of FM programming awards by the Armstrong luncheon will feature Foundation under the direction of Columbia University. Our Friday our keynote speaker. Commissioners Robert Wells, Keynote speakers over the past several years have included FCC Hyde. In addition, Robert Bartley, Robert E. Lee, F. Rex Lee and FCC Chairman Rosel California and Senator Frank Moss of Utah and Congressman Lionel Van Deerlin of Sam Stratton of New York have addressed our gathering. Chicago, considering our It seems fitting that someone from the Administration join us in government's interest in communications. regarding the availability I would appreciate an answer from your office as soon as possible please feel free to contact me. of Mr. Whitehead. If you require any additional information,

Very , Ayours, I

Jo, L. Richer President and General Manager, W-102 NAFMB President, —

JLR:f

I WI/a 2 DECKER SQUARE, BALA-CYNWYD, PA. 19004 •(215) 835-6100 r

NATIONAL ASSOCIATION OF FM BROADCASTERS (NAFMB)

c/o Station KITT, U.S. Grant Hotel San Diego, California 92112

Fred Rabell, President

radio stations. Founded 1959 - Members 100. Executives of FM technical To promote FM time sales and listenership, encourage Communications development and provide liaison with the Federal Commission.

Formerly: FM Development Association. 1

1972 IRTS College Conference

"ISSUES IN BROADCASTING"

APRIL 20, 21 AND 22 Hotel Commodore, New York City IRTS TENTH COLLEGE CONFERENCE "ISSUES IN BROADCASTING" The College Conference is a professional educational project of the International Radio and Television Society with the support of the International Radio and Television Foundation, and industry-wide cooperation. The theme of the Conference is "Issues in Broadcasting" because almost every facet of broadcasting today has become an issue. The program is structured so that one-half of the time is devoted to prepared material so that the other half of the time can be given over to dialogue between delegates and panelists. Your direct participation in the question and answer sessions is a necessary ingredient if the Conference is to be successful. It will add a vital element to a thorough examination of the issues. The role of government in broadcasting is increasingly a subject of debate not only in the industry itself but in Congressional hearings as well. The news media have reported at length on differing points of view and it is not uncommon to find incompatability within government agencies as well as in Congressional committees. The material to be presented in these conferences will deal with controversial subjects whose resolution will have a profound effect on broadcasting in the future and on the lives of those preparing for careers in broadcasting. Costs of the Conference are underwritten by the IRTFoundation, a sister organization of IRTS. Funds have been gathered by the Foundation from more than fifty broadcasters, networks, station representatives, advertising agencies, as well as from individual IRTS members and their associated firms. They contribute because they understand the necessity to attract capable young men and women to broadcasting. Your "million dollar faculty" of moderators, panelists and speakers contributes its time and effort in the interest of the industry. PROGRAM FACTS Registration commences at 7:30 A.M. Thursday, April 20, on the Ballroom Floor of the Hotel Commodore. Registrants are urged to be in place on time so that the schedule of meetings can be maintained. The IRTS Conference Office is in Parlor A on the Ballroom Floor. THURSDAY, APRIL 20th 7:30 AM REGISTRATION Grand Ballroom Foyer (Ballroom Floor) 8:30 AM Greetings and Orientation Grand Ballroom, West Side (Ballroom Floor) *Norman S. Ginsburg, Chairman, IRIS College Conference; Director of Information Services, CBS Radio *Max E. Buck, President, International Radio and Television Society; Vice President, National Sales Manager, NBC Television Network *Maude Webster, President, International Radio and Television Foundation; First Vice President international Radio and Television Society; Vice President, Division Services, CBS Radio

PANEL I, CONSUMERISM/ADVERTISING: The Influences of Consumerism and Governmental Regulation Agencies on Broadcast Advertising. 9:00 AM Grand Ballroom, West Side (Ballroom Floor) Moderator: Andrew C. Erish, Director, Advertising & Promotion, ABC Owned Radio Stations Panelists: William H. Ewen, Executive Director, National Advertising Review Board Miss Patricia M. Hynes, Chief of Consumer Fraud Unit, U.S. Attorney's Office, Southern District of New York Thomas G. Krattenmaker, Assistant Director for Evaluation, FTC Bureau of Consumer Protection *Herminio Traviesas, Vice President, Broadcast Standards, NBC 12:00 Noon Recess 12:30 PM LUNCHEON Grand Ballroom, East Side (Ballroom Floor) Speaker: Clay T. Whitehead, Director, Office of Telecommunications Policy, The White House

*Denotes IRTS Membership PANEL II, PROGRAM CONTROL/FREEDOM OF BROADCAST JOURNALISM: A Discussion of Issues Involved in the Preparation of Broadcast Material. 2:00 PM Grand Ballroom, West Side (Ballroom Floor) Moderator: *Herb McCord, Station Manager, WCBS/FM Panelists: *Miss Phyllis Haynes, Reporter, WPIX-TV Jerry Stephens, Program Director, WMMR/FM, Philadelphia Jeffrey St John, Commentator, Spectrum *Russell C. Tornabene, General Manager, NBC Radio News

6:00 PM FACULTY RECEPTION Parlors "B" & "C" (Ballroom Floor) Faculty, Moderators and Panelists, 1RTS Board, 1RTF Board

6:30 PM SESSION—"The Raspberries," Capitol Recording Artists, The Grand Ballroom

7:00 PM DINNER—Grand Ballroom Songs by Melanie Program Master of Ceremonies: Dan Ingram, WABC Radio Production Arrangements: *Rick Sklar, Program Director, WABC Radio

9:30 PM "Open-End" Session Windsor Terrace,(Lobby Floor) Moderator: *Martin J. Healy, Director of Public Relations, St. John's University, New York Panelists: Joseph F. Callo, Jr., President, Callo & Carroll, Inc. *Norman E. (Pete) Cash, President, Television Bureau of Advertising, Inc. *Miles David, President, Radio Advertising Bureau John Deignan, Sports Director, WCBS-Radio *Josef Dine, Director of Media Relations, Corporation for Public Broadcasting Robin Fisher, Project Manager, Television Sales Dept., American Research Bureau Joseph Flahive, Regional Account Executive, ABC-TV Spot Sales, Inc. *Norman S. Ginsburg, Director of Information Services, CBS Radio *Allan Hotlen, Program Director, WHN Radio William M. Large, Vice President, Holley/Thomas, Inc. *Michael E. Marcovsky, Assistant to the Vice President-Operations, WPIX, Inc. D. Thomas Miller, President, CBS Television Stations Division, CBS, Inc. *Ron Ruth, General Manager, WOR-FM *Frederick Schuhmann, General Manager, TV Facilities & Services, East Coast, ABC Pat Whitley, Program Manager, WNBC AM-FM

FRIDAY, APRIL 21st PANEL Ill, BROADCAST TECHNOLOGY: A Survey of Developing Capabilities in Mass Transmission. 9:00 AM Grand Ballroom, West Side (Ballroom Floor) Moderator: *Maurie Webster, Vice President, Division Services, CBS Radio Panelists: William Connolly, Director of Development, Engineering & Development, CBS Television Network Lee Facto, Vice President, Operations, International Good Music Paul Klein, President, Computer TV, Inc. Edwin J. Stevens, President, Compunet, Inc.

12:00 PM Recess

12:30 PM LUNCHEON Speaker: Sammy Davis, Jr.

*Denotes IRIS Membership PANEL IV, LICENSING/ACCESS: An Examination of Today's Trends in Licensing and the Position of Special Interest Groups. 2:00 PM Grand Ballroom, East Side (Ballroom Floor) Moderator: *Roy Danish, Director, Television Information Office Panelists: Edgar F. Czarra, Jr., Attorney, Covington & Burling Ralph Jennings, Attorney, United Church of Christ Carroll Larkin, General Manager, WINR, Binghamton, New York *Richard A. R. Pinkham, Senior Vice President in Charge of Media and Programs, Ted Bates & Co., Inc.

FRIDAY EVENING FREE

SATURDAY, APRIL 22nd PANEL V, ECONOMICS AND THE PROSPECT FOR the EMPLOYMENT: A Discussion of Broadcast Trends in Business Community and the Outlook for Careers. 9:00 AM Grand Ballroom, East Side (Ballroom Floor) Moderator: *Michael E. Marcovsky, Assistant to Vice President-Operations, WPIX, Inc. Panelists: Joe Costantino, Vice President & General Manager, WRTH Radio, St. Louis Jerry Fields, Director, Jerry Fields Associates *Gilroye A. Griffin Jr., Vice President, Corporate Administration, Kenyon & Eckhardt Harvey J. Struthers, Vice President, Management Development, CBS Broadcast Group 12:30 PM LUNCHEON Grand Ballroom, West Side (Ballroom Floor) Speaker: *Miles David, President, Radio Advertising Bureau *Norman E. (Pete), Cash, President, Television Bureau of Advertising 2:00 PM Adjournment

*Denotes I RTS Membership COLLEGE CONFERENCE COMMITTEE Chairman: Norman S. Ginsburg, Director of Information Services, CBS Radio Vice-Chairman: Andrew C. Erish, Director, Advertising & Promotion, ABC Owned Radio Stations Program Chairman: Herb McCord, Station Manager, WCBS/FM Committee Members: Miss Carol B. Blades, Account Executive, The Softness Group, Inc. Bruce J. Bloom, Director of Advertising & Public Relations, Corinthian Broadcasting Corp. Martin J. Healy, Director of Public Relations, St. John's University, New York Joseph Larsen, Director of Special Projects, CBS Radio Network Michael Laurence, Director of Special Projects, NBC, Inc. Michael E. Marcovsky, Assistant to the Vice President-Operations, WPIX, Inc. Donald G. Softness, Chairman, The Softness Group, Inc. INTERNATIONAL RADIO AND TELEVISION SOCIETY, INC. 420 Lexington Avenue, New York, N.Y. 10017, 532-4546

OFFICERS President, MAX E. BUCK Vice President, JEROME R. FENIGER Vice President, National Sales Manager President NBC Television Network Horizons Communications Corporation First Vice President, MAURIE WEBSTER Vice President RICHARD A. O'LEARY Vice President, Division Services President, CBS Radio ABC-Owned Television Stations Vice President, JOHN P. CUNNINGHAM Secretory, JOHN C. MOLER Honorary Chairman of the Board President & Genera/ Manager Cunningham & Walsh Inc. WR FM Vice President, ROY DANISH Treasurer, THOMAS B. CAMPBELL Director Vice President—Soles Development Television Information Office HR Television, Inc. Vice President, SYDNEY H. EIGES Vice President, Public Information Notional Broadcasting Company

BOARD OF GOVERNORS ELIZABETH BAIN HOWARD S. MEIGHAN Associate Director, Audience Development Catalyst Katz Television D. THOMAS MILLER RIDGE BLACKWELL President, CBS Television Stations Division Director of Broadcast Programming Columbia Broadcasting System, Inc. General Foods Corporation HAROLD L. NEAL, JR. GILROYE A. GRIFFIN, JR. President-Owned Radio Stations Vice President-Corporate Administration American Broadcasting Companies, Inc. Kenyon and Eckhardt, Inc. JAMES F. O'GRADY, JR. WILLIAM H. HYLAN President, Senior Vice President Oroco Communications, Inc. J. Walter Thompson Co. ALFRED L. PLANT MICHAEL E. MARCOVSKY Vice President—Advertising Assistant to the Vice President, Operations Block Drug Company, Inc. WPIX Inc.

EX-OFFICIO RICHARD A. R. PINKHAM Senior Vice President in charge of Media & Programs Ted Bates & Co., Inc.

EXECUTIVE DIRECTOR ROBERT H. BOULWARE THE WASHINGTON POST Mondov.April 24,1972

MA" Countering the Publishers By Sally Quinn entitled "Democracy in the kept open so the thousands Newsroom." who had come for all over NEW YORK—While the The "New Journalism" the country could watch the heavily establishment Pub- panel turned out to be a dis- different panels. cussion of what in fact new Also on the agenda for Association was lishers journalism meant and Sunday was a panel moder- opening its annual /netting whether "facts" (vs. view- ated by Charlotte Curtis en- across town at the Waldorf point, style and tone) in re- titled, "How They Cover Astoria Hotel, another porting are as important to Me," starring Bella Abzug, group was drawing thous- the new as to the old. After Gore Vidal, Abbie Hoffman, ands to the dark, smoky each writer had made a Otto Preminger, Tony Ran- Martin Luther King Labor statement, the floor was dall and Sen. Ernest Gruen- Center on the west side of opened to questions which ing. Manhattan. set the tone of the rest of Panels planned for today The two-day A. J. Liebling the convention. are: "Why Journalists Leave Counter Convention, named Yesterday afternoon saw Daily Newspapers," "Can after newspaper critic A. J. four panels which included Television Cover Local Liebling, kicked off Satur- "Covering the Campaign: News," "Racism, Sexism, Eli- day night at a party at the The Wayward Press Bus," tism aned Journalism," Chinese Sun Luck restau- with Martin Nolan, Jeff "What Kind of P.M. Paper rant with a speech by writer Greenfield, Joe McGinniss, Should New York Have" Jimmy Breslin. The conven- Dan Rather, Victpr Navasky "Should There Be a Wom- tion, sponsored by the New Other and Sen. Fred Harris. en's Page?" "Alternative York Journalism Review panels included: "Challeng- Media," and "Can the Muck- (MORE) features 14 panels Payoffs or ing a TV License: Tradition Be Re- on various aspects of jour- the of the Waste- raking Greening vived" There will also be a nalism. land?" and "Sports Report- featuring Tom Yesterday opened with a ing: it Ain't So." luncheon Say of the New York two-hour session on the Attention wavered toward Wicker as speaker. "New Journalism," which in- mid-afternoon and people Times only unplanned cluded author Gay Talese began circulating in the So far the a mild pro- and writers Gail Sheehy, lobby of the Labor Center activity has been underground Tom Wolfe, Calvin Trillin, rather than stick-out the test by the inclu- Pauline K a a I. Renata whole session. But still, the newspapers and the Adler and moderator Benja- halls were so crowded with sion of some of the under- min deMott. That was juxta- people that a room with ground writers on some of posed with another panel closed circuit television was the panels. tire WV/al'ISM 'S handle on the situation before it began. Coats and ties returned • the inquisitive Nelv Nation stares of blue jeans and rag- gedy jackets. The trouble with bylines is that there By Sally Quinn •are usually no faces to match. NEV YORK—For days it Jimmy Breslin as the Still, there were many who had speaker. been talked up as the passed up the chance to get Woodstock of journalism. Unfortunately, Nathan's ecod seats, just to remain ex- Several weeks ago went on strike and of posed just a little longer in course no good Newspaper There were few (MORE), the iconoclastic the lobby. Guild member would cross blacks, as Breslin had minted New York City journalism the picket lines. out the night before, even review, sent invitations to The next thought was the though many, it seems, had thousands of journalists ballroom of the Royal Man- .been invited. around the country. They hattan Hotel. "We really tried to do this read: "Twelve years ago, the But the Irish were picket- whole thing in the most uneli- late A. J. Llebling, then the ing there. tist way," said convention co- New Yorker's press critic, Finally. the Sun Luck chairman Nora Ephron. "But wrote: The (American what we did, we West Chinese Restaurant rio matter Newspaper Publishers Asso- managed to offend someone." ciation) convention reaches down the street was settled on, with its little bridge and Some of the counter-conven- here at the sarne season as tioneers were exhausted and the Ringling Brothers and trickling pond, tinsel, and 'paper dragons. rumpled by long road trips Barnum and Bailey Circus Colo- "How come they're having from California, Arizona, . Like the big show, the came the party in this ritzy rado, Canada; one even convention always bears a from Hawaii. There were certain resemblance to its place?" asked one guest. "I journalism stu- thought hundreds of predecessors . . 'If you're this was supposed scattered emissaries to dents and tired of circuses come to: be a convention for the small-town Midwestern people?" . from the A. J. Liebling Counter- newspapers who had come to Cony ention." Gay Talese was there. see the media celebrities In, While the publishers were Studs Terkel. David Halber- their New York ego center meeting at the Waldorf-As- stam, Murray Kempton. So and if what they aspired to toria, the counter conven- were several hundred lesser was really all that hot. Some tion was to be on the Far bylines—even Amanda Bur- had brought their babies, their den—all suitcases, West Side at the Martin Lu- of them, studiously tape recorders, their their clips. ther King Labor Center, u.nderdressed. Some hid in their lunch pails, red open to the public, free of leather booths, but most The first panel was the big angled charge, seated on a first- for conspicuous posi- draw — Gay Talese, Gail come, first-served basis—au- tions in the center of the Sheehy, Tom Wolfe, Calvin room when they Renata dience participation wel- weren't Trillin, Pauline Kael, squeezed in, Benjamin oeMott comed at all panels. byline to by- Adler, and line, at the bar fighting for — all gathered to talk about "We wanted it to be as drinks. themselves and "the new jour- proletarian as possible," ex- Breslin balanced himself nalism." (MORE) publisher plained uncomfortably on one of That's where it was at, any- William Woodward III. the tables to keynote the way. Deny it as they might,, Saturday convention. the new (personal) journalism "We're right and everyone was the only reason this whole To celebrate the begin- else • stinks," he deadpanned. thing ever took place. Could ning of the convention, a "While (William) Buckley is you see a convention taking party was planned for 9 p.m. over at the Waldorf speak- place among the "old (objec– at Nathan's Famous, Times ing 1.0 all those publishers tive) journalists?" New jour- Square with hot dogs and with money, I'm stuck here nalism had created celebri- beer at $3.50 per person and • B.S.'ing to you." It was a ties out of writers and put nice, secure feeling. them on the Dick avett Show and made covering Forres of the journalism• , Sunday • personalities as important counter.ronvention, left to The first session was not as covering issues, 'We had your articles for ri.ghtt top to bottom.: Gloria. to begin until noon, hut ev• to read all • eryone arrived late. Crowds our journalism class, Mr. Stoinem, 1. F. Stone, Rep. (nearly 2.000 attended each Wolfe," said a young man audience. Bella Abzug, Gay traipse, day's sessions) milled from the bbie Hoff man, and Jimmy around in the lobby of the labor center trying to get a Breslin. See COUNTER, D2, Cot. .1 All the women new journalists wore skirts and the men While the panelists, new journalists in- wore coats cluding Dan Rather, and ties Martin and most of them de- Nolan, and Jeff nied being new journalists, Greenfield tried to talk about how to and talked seriously about cover their a campaign honestly, Gore Vidal had a few own work and each oth- Forcade, er's, not always in complimen- in halting, indistin- testy words about The New tary terms. A couple of people guishable phrases, lost his York Times and reporting in audience mentioned how Tolstoy was a and his anti-estab- general. "There is a triviali- new journalist and Tom Wolfe lishment credibility in a fee- zation in our press and ev- was comparing his works ble, tedious boast that he erything is personalities. "Electric Kool - Aid Acid had been barred from the The only publications worth Test"; "Kandy-Koloreil Tan- White House. reading are the New York gerine Flake Streamline Sunday night was the Review of Books and Screw Baby"; "Radical Chic (Mau- panel everyone had been Magazine." Mauing the flak Catchers") waiting for. Charlotte Curtis Abbie Hoffman was the to Balzac and Dickens when of The New York Times was only one on the panel who a colorfully dressed, long- to moderate six famous peo- spoke directly to the sub- haired, underground press ple telling "How They Cover ject. He read a story he had group marched up to the Me." compiled from errors in clips stage, passed out flyers to; on him collected over a year. "This is the only panel "Six where -feet two-inch, blue-eyed we didn't offend any- blond, the panelists and the audi- one," millionaire Hoffman said Nora Ephron. ." ence, complaining "F "Every read the short, dark- famous person in the haired again" and demanded seats world Hoffman. He then was asked to be on passed out copies on the panels. this panel of his and refused." income tax returns The floor was then open to proving They were: Joey Gallo. he was not a questions, which turned out millionaire, "He was supposed to be our and named off the mostly rhetorical state- respected to be surprise mystery guest," journals who people had had contrib- ments from who said Nora. "Marta Orbach, uted to his audience list of errors. never had an or a who arranged it, made us Jerry Rubin, microphone before their in a blue in promise not to tell a soul be- net shirt, and lives. This problem persisted Tom Forcade, cause they might come here in his white suit throughout the convention. and pan- and shoot him." Hugh Hef- ama hat, ascended questioners the stage The star of the ner was asked, Henry and announced, consumer woman Kis- in the name was a singer, Tom Seaver, Dalton of the Zippie named Fran Lee who is fa- Party ("Z Trumbo, Alger Hiss, Henry comes after Y as in Yippie, mous for her tireless cru- Fonda, this excrement. Shirley MacLaine, is the natural progres- sade against dog Dick Gregory, sion") pros- John Lennon, their support for "You're all pimps and Bob Dylan, George titutes there Melina Mer- McGovern. up on that court, In less stage," she declared. and Daniel Ellsb2rg. than two minutes. The final panel was Gore There were shouts of ap- During this time there plause and cries of despair was another panel going on Vidal, Abbie Hoffman, Otto from the largely pro-Mc- entitled "Democracy in the Govern audience. Newsroom." That's what die Preminger, Marvin Miller, who represented the base- discussion was about and ball Monday one distinguished re- players in their recent as strike, porter noted afterward, "If Rep. Bella Abzug and Surprisingly, the crowd actor that's what's going to be Tony Randall. was as large as it was Sun- day. The running my newsroom I'll Each one began with a bar was doing a settle for the editors I've statement, then steady business, the Tom answered Wicker got." questions. lunch was sold out. In a panel entitled "Why During lunch the counter- TV cameras and lights were Journalists Leave Daily conventioneers patronized blindingly bright and Newspapers," continuously the room David Halber- the open bar, was so crowded st am, after socialized, re-uned, made people were two hours, fi- sitting on the nally answered contacts, looked stage, the the question. for jobs, floor and each "I wanted talked to publishers solicit- other. more pay, a longer time to work on ing authors, discussed the It sto- started with Otto Prem- ries, respect for my copy declining number of literary inger who, in a deep, outlets. gut- and better editors." teral accent, told the audi- The questioners got in- The afternoon saw "Cov- ence, "I don't want to sound sulting. "We don't give a s— ering the Campaign: The like Agnew but the trouble if you guys left the newspa- Wayward Press Bus," with with most movie established critics is pers or not," sald one brave a panel of po- that they hate movies." litical reporters and the soul. newly added Tom Forcade, Bella thought it was good projects coordinator of the to get together in a "count- Underground Press Syndi- er-establishment meeting cate., like this." She also felt less charismatic people should get more play. "We must help ourselves to "Yes, we do," said another. ward, [More's] publisher, the power of in- "The only reason we're all understand yesterday. here is that one day we stitutions over men. The Critics saw the convention want to be on that panel up path to a better society is as too crowded, too full of for there." the destruction of institu- rhetoric and superstars To New York Timesman Tom tions. Hating the men in meaningful discussion. interest- Wicker was the main lunch- those - institutions will not others the talk was eon speaker. After a picnic get us very far." ing if rarely profound. lunch of cold chicken and "Can the Muckraking Tra- But like Woodstock,it was potato salad, he told his col- dition Be Revived?" not what was said that mat- leagues in a very few words This was the title of the tered so much as the "com- what was needed in journal- final panel, which included ing together." ism reform. Stone. It barely got off the As Tom Wicker pointed out, "What our work needs is ground before members of the number of people there to let its vitality and hon- the audience, in their last was the "proof of the vital- esty and ability come chance to get some atten- ity, the courage and the va- through," he said. "We must tion, brought the whole lidity of what we do." let a hundred flowers thing down. What some of those peo- bloom . . . We must be set "Shut up and let's get to ple forgot and others were free to do our best work." the questions," began the reminded of only too well shouted the writings of Joe Lie- Wicker went on to say first hopeful. Some were was open and for whom the conven- that all styles of journalism back, the floor Wing that. Members of named: "There is a could be effective in the that was tion was panel were attacked; newspa- pursuit of truth and that the healthy American members began taking journalists should be given other per tradition of not staking them. Fran Lee It is the the "freedom" to employ up for yourself seriously. screaming. The anti- that whichever they felt suited started story you must take group demanded to them best, without being war way."

know why there was no suffocated by restrictive panel on Vietnam and the conventions, old or new. press. An angry woman He wisely refrained from wanted to know why there having a question-answer pe- were no women on the riod. panel, no blacks. A man lunch the panel from Doubleday stood to After the "Racism, Sexism, Elitism suggest that books were Journalism" was pre- one way to spread the truth. and his dictable. Racism and sexism Another man mentioned at 999 Madison Ave. dominated. firm There Be a Wom- Somebody screamed about "Should about was orderly, if a publishers, another en's Page" the reform meeting down- dull. bit stairs. The bar was closing, The highlight of the "Al- the crowd was shuffling out ternative Media" panel was . . people were squaring off when somebody got squirted at each other and Hal Kop- with a water pistol. persmith, who was running At 8 p.m. the first A. J. for Congress, stood up to Liebling Award was made to make a campaign speech. I. F. Stone. In a loud blue Woodstock had become Al- and white striped shirt and tamont. red polka dot tie, the tire- "The - convention his counter less muckraker roused was a success in that it was admiring audience, telling a forum for discussions of estab- them: "By, God, the issues but it was too big to crap it lishment is so full of be able to come up with so- treated really deserves to be lutions," said William Wood- disrespectfully." F ill I ILI AMERICAN NEWSPAPER PUBLISHERS ASSOCIATION r.ikural 750 Third Avenue • New York, New York 10017 • (212) 986-8200

April 17, 1972

Mr. Henry Goldberg Office of Telecommunications Policy Executive Office of the President Washington, D.C. 20504

Dear Hank:

Presuming you are helping Tom Whitehead with his speech to the ANPA Convention next week, I thought you should see the forth- and also our coming reports 41 V. our Task Force on Broadcast/CATV Press Communications Committee.

You and Tom know our point of view, of course, but these reports will show what we will be saying to our membership in the printed Convention Reports booklet which will be distributed next week. Attached are proofs of these two reports.

Best wishes. Sincerely yours, /

ord Smith President and General Manager REPORT OF TASK FORCE Act be modernized in many ways, including a more orderly ON BROADCAST AND CATV OWNERSHIP license renewal priccess. Many members of Congress have expressed interest and When this Task Force reported to the membership one year willingness to consider a legislative solution to these problems. ago, we had just presented our massive documentation to the solution Federal Communications Commission to prove that legal and This Task Force believes that the best ultimate policy as public interest considerations require that newspapers be accorded would be legislation. A matter of such broad national through equal treatment with all others in the ownership and licensing of electronic media ownership structure should be settled should all forms of electronic media — radio, television and cable the legislative process. Performance rather than ownership systems. be the criterion in the electronic media licensing process. Although the threat still hangs over our head, we can Many bills have been introduced in the Congress to improve report evidence of progress toward our goal during the past year. the license renewal process. The Congress cannot be expected to Just before the May 17 deadline for filing comments with enact such broad legislation in 1972. We hope for consideration FCC in the cross-ownership proceedings, comments against the in the new Congress which convenes in January 1973 if conditions restrictive proposal "rolled into the FCC by the score" according at that time make a legislative approach appear likely to produce to Broadcasting magazine. ANPA records confirm that nearly positive results. 100 newspapers and newspaper organizations followed througli We urge all newspapers, regardless of their present electronic as this Task Force had suggested last year. Many of those com- media relationships, to express to members of the Congress and ments were well documented and persuasive; many utilized the others the case for licensing on the basis of performance rather research previously filed by ANPA and National Association of than ownership. Broadcasters. Respectfully submitted, Thus the issues were joined in the FCC proceedings involving the right of newspapers to own broadcasting stations (Docket HAROLD W. ANDERSEN, No. 18110) and/or to own a cable television system (Docket No. Chairman, Omaha (Neb.) World-Herald 18891). These two proceedings as well as a separate proceeding Donald B. Abert Harvey L. Lipton involving broadcasting license renewal procedures (Docket No. Milwaukee (Wis.) Journal Hearst Corporation 19154) moved into normal subsequent stages. We have subrnizted Frank Batten New York, N. Y. reply comments in all three proceedings. Landmark Communications, Inc. Robert Lobdell Los Angeles (Calif.) Times As we reported to the 1971 ANPA Convention, these anti- Norfolk, Va. David R. Bradley Cyrus MacKinnon newspaper proposals were instigated by the Antitrust Division of St. Joseph (Mo.) Gazette and Louisville (Ky.) Courier-Journal the Department of Justice. Our reply comments have been News Press and Times directed primarily at refuting the unsubstantiated position taken W. H. Cowles, III Daniel J. Mahoney, Jr. Spokane (Wash.) Spokesman- Dayton (Ohio) Cox Newspapers by the Antitrust Division. Review and Chronicle Frank W. Mayborn We stand on the fundamental position that performance Wayne G. Current Temple (Tex.) Telegram rather than ownership should determine the granting or renewal Toledo (Ohio) Blade Theodore F. Newhouse Jamaica (N.Y.) Long Island Press of electronic media licenses. John F. Dille, Jr. Elkhart (Ind.) Truth Fred Nichols Here are some of the indications of progress over the past Chicago (Ill.) Tribune year: Jack Gallivan Tribune Bernard H. Ridder, Jr. FCC Chairman Dean Burch told us frankly that newspapers Salt Lake City (Utah) Ridder Publications and broadcasters have made an impressive presentation to the John Hamlyn St. Paul, Minnesota McClatchy Newspapers Stanley H. Stauffer FCC. We are- better off than we were. Sacramento, California Stauffer Publications There is no indication that FCC is likely to take early action Jack R. Howard Topeka, Kansas on the two cross-ownership proceedings. Scripps-Howard Newspapers Robert L. Taylor Dr. Clay T. Whitehead, Director of the White House Office New York, N. Y. Philadelphia (Pa.) Bulletin of Telecommunications Policy, has urged that the Communications 9 10 .ftriritI ur sharing THE was unlawfully discriminating. The Commission ordered PRESS COMMUNICATIONS COMMITTEE the common carriers to file new tariffs permitting all customers The rapidly to share without regard to their type of changing telecommunications technology is business. It was in response having a to this decision that the petitions to greater impact on newspaper operations than ever before. the court were originally filed. As newspapers become more dependent on computers and related Satellite Communications electronic devices and as they extend their range of advertising, On March editorial, production and distribution 1, 1971, the Communications Satellite Corp. functions, they are relying submitted more heavily upon telecommunications plans to FCC for a multi-purpose-multi-user domestic technology. satellite system The wide which would include multi-destination channels range of issues surrounding the interrelationships for the of newspapers distribution of news. and the telecommunications common carriers are confusing, complex ANPA submitted documentation to the FCC on and not unlike "a riddle wrapped in this question mystery a stressing the future need for newspapers, wire . . ." The role of the ANPA Press Communications services and other Committee is news media to utilize satellites to transmit news. to provide coordination and thrust for the newspaper Repeatedly, business in ANPA has emphasized this point in discussions with numerous FCC regulatory proceedings relative government such to officials and with COMSAT. questions as press rates, Telpak sharing, the satellite, domestic In a letter submitted etc. In the succeeding paragraphs, we to the FCC, the ANPA stated that "in endeavor to any total consideration summarize the status of outstanding press communications of the public interest, the press sector prob- has a lems and issues. claim to satellite communications equivalent to that of any other class of use." Further, it is ANPA's belief that ". . . Press Rate Case authorization of a domestic satellite communication system will The Press Rate Case was finally concluded to the detriment fundamentally alter the pattern of communications now used of the newspaper by business when on May 12, 1971, the U. S. Court press wire services and publishing firms . .." of Appeals for the District of Columbia found that the FCC ". . . did not abuse International Press Telecommunications its discretion under Section 201 (b) in failing to Council provide a separate rate classification for the press." The FCC The ANPA continues its representation in the International ordered the new rates Press to be effective July 1, 1971. Thus ended a Telecommunications Council. Seeking to capitalize on new battle which lasted communications well over a decade. technology in this decade, the 1PTC not Three press only entities deserve special mention, namely: Copley opposes penalties and restrictions on the press but seeks guaranteed Press, Field Enterprises and the Los Angeles Times-Washington access to communications satellites. Our committee Post News membzr Service. They carried the appeal in the Press Rate Case Robert L. Dennison is a Vice Chairman of IPTC. and won the delay which saved the press users of wire services The American Press Telecommunications Technical a considerable Com- amount of money. mittee continues to provide a forum for the press and the common carriers to work together for Telpak Sharing more effective use of new communications technology. It is a valuable Telpak sharing came adjunct to our work. to an end on December 9, 1971 after Our committee member Prescott the U. S. Court G. Low continues as Chairman of Appeals in New York denied a request by two of APTT. major groups of shared Telpak users for a stay. New Bulk Rate Plans For many years the sharing of Telpak communications facili- Toward ties was restricted to governmental the end of last year, AT&T presented informally agencies and certain regulated a new industries. ANPA communications package called Bulk Rate Plan No. 4. entered this proceeding to argue .the point that the press This plan, which is in a study and conference stage, would embody had as much need and right to share Telpak as any other entity. a different tariff structure replacing both Telpak and single channel On June private line services. Present indications are that Plan 4 18, 1970, the FCC completed its consideration of the issue would be beneficial to very high capacity users but detrimental and in its final report and order found that Telpak to single line users, and especially so to multi-point circuit 11 12 customers, such as press wires. Your committee will monitor Jack H. Lockhart Eric Ridder Scripps-Howard Newspapers Journal of Commerce developments relating to this new proposal as they occur. New York, N. Y. New York, N. Y. Robert Longstreet Donald B. Smith Microwave Communications Washington (D.C.) Post New York (N.Y.) Times In December 1971, a new specialized microwave communica- G. Prescott Low Charles de Young Thieriot Chronicle tions common carrier began operations between Chicago and St. Quincy (Mass.) Patriot-Ledger San Francisco (Calif.) Louis and a number of applications for establishing similar types Allen H. Neuharth Gannett Newspapers of telecommunications networks both regionally and nationally Rochester, N. Y. are pending before the FCC. The Press Communications Com- Thomas V. H. Vail mittee will continue to follow closely such developments, sptcific- Cleveland (Ohio) Plain Dealer ally as they might apply to press applications. A compendium of information regarding the specialized telecommunications companies will be found in R. I. Bulletin 1068 entitled, "The New Uncommon Common Carriers." Service Complaints Despite the spectacular developments of new communications technology, the reliability of service rendered by the establish-d common carriers in the traditional modes of leased te!egraph circuits, picture transmissions and the old-fashioned press message is far from satisfactory. Complaints from ANPA members are more numerous while FCC continues to permit rate increases which seem excessive, particularly when service does not improve. We shall give attention to this problem in the months ahead. * * * In closing, we would like to express our appreciation to tLe ANPA Research Institute, Associated Press, United Press Inter- national, and the supplemental news wire services, as well as the individual newspapers who have worked with us on these complex and important issues during the past year. Respectfully submitted, J. MONTGOMERY CURTTS, Chairman, Knight Newspapers, Miami, Florida George E. Akerson Edward H. Harte Boston (Mass.) Herald-Traveler Corpus Christi (Tex.) Caller and Morris D. Bond Times Fairchild Publications N. S. Hayden New York, N. Y. Gannett Newspapers Barney G. Cameron Rochester, N. Y. Pittsburgh (Pa.) Press Alexander Hehmeyer William N. Clark Chicago (I11.) Sun-Times and Chicago (Ill.) Tribune News Admiral Robert L. Dennison Walter E. Hussman Copley Newspapers Hot Springs (Ark.) Sentinel- Washington, D. C. Record and New Era 13