Evening star. [volume] (Washington, D.C.) 1854-1972, 1931-05-24
u. s. LACKS POWER
TO BAN RADIO ADS
SaItzman Replies to Demands
for Censoring in Speech
to Advisory Council.
BY MARTIN CODEL.


mission do something about advertising
on the radic?'
Let Maj. Gen. Charles NICK. Saltz-
man. chairman of the commission, an
swer this oft heard question in his own
way. as he answered it in an address
before the first annual assembly of the
National Advisory Council on Radio in
Education meeting in New York City
Thursday.
Gen. Saltzman's speech was one Of a
series heard by leading American edu-
Gators and broadcasters meeting to con-
duct an inquiry into radios function in
education. One of the other leading
speakers was Sir John Reith, director
general of the British Broadcasttng
Corporation, a government monopoly,
supported by radio set taxes and carry
ing no advertising in its programs.
Opposes Characterization.
Sir John, who came to this country
especially to deliver an address on
What Europe's Experience Can Offer
to America" is a stanch believer in the
non-commercial radio program. Chair
man SaltzInan revealed himself in his
talk, devoted mainly to describing the
work of the Federal Radio Commission,
as a firm supporter Of the American
scheme of making broadcasting pay its
own way by means OF sponsored or ad-
vertising programs. He referred to
American broadcasting today as the
best in the world"
had a bond of sympathy with the
PRO Bono Publico," "Veritas" and "Old
Subscriber" who write to the newspapers
and to the Federal Radio Commission
by the score to report that ''the advertis-
ing matter in the programs of Station
PQRS is becoming nauseating," and
who ask why the commission doesn't do
something about it. This was his reply:
after listening to the advertising
matter in the programs of some stations
have heard, there is a bond of SYM
pathy between me and these old vet
eran literati who love to write to the
newspapers in the interest of the gen.
eral uplift. Even person so callolls
as a radio commissioner can Sympathize
with them. But why doesn't the Fed
eral Radio Commission do something
about it?
Lack CensoriaI Power.
THE answer is that the radio act
says that nothing in this act shall be
understood or construed to give the
licensing authority the power Of CEN
sorship over the radio communications
or signals transmitted by any radio
station.
The broadcasting station must have
some means Of support, for the opera
ton and maintenance of such a station
is an expensive matter. England, for
example, has solved this problem by
taxing radio receiving sets. No adver-
Using Is heard in British broadcaSting.
oyn ri IF ho
feeling today that the tax concession
has already been oversubscribed, and 1
doubt If cur people want a broadcaSting
tax. In the early days of broadcasting
In the United States several unsuccess-
full plans were tried to raise the neces-
sary funds for the support OF stations.
The result was the development Of the
sponsored program, which is a gen.
teel, lady-like term for radio advertising.
Try to Please Public.
at is estimated that there are 15,O00,-
600 radio receivers used in the United
States. While method of supporting
radio broadcasting would these 5000. coo
owners prefer-a tax or a sponsored
program? There is little doubt but that
the sponsored program would win.
American broadcasting today is the best
in the world. The sponsored program
has brought to the microphone much
costly entertainment, put on by expen-
sive talent. The advertising announce
ments in these high-grade programs in
general are tactfully made, and cannot
well be objected to If our broadcastlng
is to be supported by advertising. On
the other hand there are many cases
of stations operating mainly for the
profits TO be gained that are permitting
excessive and nauseating advertising
These latter stations are fastening the
cay when grave consideration must be
given to the question as to whether they
are operating in the public interest, con-
venience and necessity.
why doesn't the Federal Radio Com
mission do something about 1t? I have
quoted to you the law prohibiting the
commission from exercising censorship
Although Congress did prohibit the Ra-
do Commission from censoring pro-
grams, / wish to remind you there is
another censor that can do much to
regulate Objectionable advertising and
ether obnoxious features of radio pro-
grams. That censor is the listening
public, for whom Congress wrote the
radio act of 1927.
THE average broadcaster today is
much in the position of a storekeeper
The storekeeper keeps on his shelves the
goods that the people want to buy. In
general the brcadcaster puts on the air
the kind Of programs his listeners wish
TO hear. If you are tired of the adver-
Using Of beauty parlors or filling sta
tons, or the merits and price of the last
consignment of prunes, you can censor
that prgram by turning the. dial to an
ether station. The broadcaster in gen.
eral wants to know what his listeners
want to hear. Let him know. OF
course, he must accept advertising;
otherwise his station will die, but the
value Of his advertising and the rates he
is able to prescribe depend on the num-
Der of hearers he reaches II excessive
and Objectionable advertising causes a
large number Of his hearers to tune-in
another station, the effect will be magi-
cal on the broadcast owner