Mr. WOLLSTADT. I don't think that would be the case, because the best recruiting months are the current months-that is, the months when young men are getting out of high school, so I don't think we can multiply 3 months by 4, and say that that would be an annual expenditure.

Mr. MACDONALD. How much do you think it would be? I mean that is on an annual basis.

Mr. WOLLSTADT. Because you asked the question, I am responding with an answer that is a personal one. If the tests were a complete success and we really thought it did the job of moving us toward an all-volunteer Armed Force to a degree that we wouldn't otherwise move, I would say $20 or $25 million total.

Mr. MACDONALD. Do you really believe that this will generate other public spots given by people who have not shared in the largess of the money put out by this program? As Mr. Bartley indicated, he was a broadcaster and he indicated, I think very reasonably so, that if a station has made quite a bit of money from paid spots, what is the inducement for either themselves, when the contract runs out, or their competitors, to give free spots of the same nature? Mr. WOLLSTADT. That is one of the things.

Mr. MACDONALD. Has anybody thought about it?

Mr. WOLLSTADT. Yes, indeed, we have. One of the things we are going to look at carefully in our evaluation is whether the amount of public service time stayed the same, whether it went up, whether it went down, and how much each of the services was affected in that respect. We have a very careful program for monitoring public service time during this period.

Mr. MACDONALD. Well, would you explain a little bit? I can't follow it.

General KIDD. As Mr. Wollstadt said, one of the things is the impact of free time provided us.

Mr. MACDONALD. Would you mind taking a microphone?

General KIDD. We are tracking this during the tests, the free time provided before the test, during, and subsequent to the test, to see what impact this has had on us.

Mr. MACDONALD. I understand your interest. That is why I asked the question, but my real question is, How are you going to do it and how is it going to be monitored, so-called? What are the mechanics, what is the machinery?

General KIDD. The details for that I will have to supply for the record.

Mr. MACDONALD. I thought this was surveyed out. You say you gave a lot of time and attention to it.

Mr. WOLLSTADT. Can I introduce Mr. Gus Lee, Director of the Procurement in the Office of the Secretary of Defense, and Mr. Lee says he can supply that information now.

Mr. LEE. We have, so far, information that a total of 16 stations, and I have to supply it for the record, the mix between radio and TV, but they are mostly radio, have discontinued free time. The ones that have come to our attention have discontinued free time. They are in the smaller areas and I will amplify the record on it, but it can give you a little bit of the feel for the impact so far. In general,

it has not felt a large discontinuance of free time so far. The way the mechanics of how we will monitor this works, is that it is really through our local recruiting stations that most of the arrangements for free time are made, that is at the local level, and they will be able to keep up our local recruiting stations of which we have some several thousand over the country and they will be able to keep up and report back to us what is or is not free time.

Mr. MACDONALD. Why don't you pull up a chair?

Mr. LEE. Yes.

Mr. MACDONALD. Now, I know the military obviously has its outlets for recruiting, but I want to know how they are going to monitor the results of the program.

Mr. LEE. They are charged with responsibility of making arrangements to keep up with it through the stations. They have contacts with the stations.

Mr. MACDONALD. They have contacts with the stations?

Mr. LEE. Yes, with the local stations. They will, I think, and this I will have to amplify for the record, because I don't know enough about the details of the procedure

Mr. MACDONALD. Is there anybody over there that does?

Mr. KESTER. We are having Broadcast Advertising Research run a test on this on a sample basis.

Mr. MACDONALD. What are the tests? What do you mean "run a test"?

Mr. KESTER. They are sampling particular stations having people listen to them throughout the day to see.

Mr. MACDONALD. I think we are talking about two different things. I am asking the question of what effect this purchase of paid public service programs is going to have on free public service programs. Mr. KESTER. And I am saying we are measuring it by sampling stations to see how many free public service ads they run throughout the day.

Mr. MACDONALD. Before and after?

Mr. KESTER. Yes, during the test; yes, sir.

Mr. MACDONALD. During the test, all right.

Who is going to do it, the recruitment agency or that service you keep talking about?

Mr. LEE. Both ways.

Mr. MACDONALD. Both.
Thank you.

Mr. Van Deerlin?

Mr. VAN DEERLIN. This is not an evaluation session, by any means,. Mr. Wollstadt, but I am wondering, if, in general, you are satisfied with the results thus far of the campaign?

Mr. WOLLSTADT. I think it is just too early to tell.

Mr. VAN DEERLIN. What is going to determine the value of this campaign?

Mr. WOLLSTADT. The basic determinant will be the number of recruits that we believe resulted from this campaign, the young men that we believe would not have joined the Armed Forces, except for this campaign.

Mr. VAN DEERLIN. It has been testified you had 55,000 telephone calls thus far. How many telephone calls does Army recruiting normally get in a comparable period of time, say a month or 6 weeks? Mr. KESTER. Nothing of that magnitude, Mr. Van Deerlin. The calls to local recruiters would be broken down as to each local recruiting station and we don't have that statistic. I am talking about calls coming into the central answering service which are then referred to local recruiters. We have noted a sharp build-up in the number of calls as the test has gone along. The intensity of the showing of messages has increased and the calls have tended to follow that pattern. Mr. VAN DEERLIN. How have you done on persuading young men to raise their right hand and sign the paper as a result of the campaign thus far?

Mr. KESTER. I would hate to say anything definitive at this point. The number of enlistments in the combat arms for March approximately doubled. I don't want to draw any big conclusions from that because it was a small number to start with.

Mr. VAN DEERLIN. The number of voluntary enlistments for the month of March has approximately doubled?

Mr. KESTER. In the combat arms of the Army, infantry, armor, and artillery, and this is the area of enlistments the Army is particularly concerned with.

Overall, we don't have a significant increase in enlistments at this time, but we have attacked it in phases. More of the ads appear later in the year and we expect young men also to enlist when they get out of high school in May and June and we targeted on these young men most, and March and April tend to be the poorer enlistment months.

Mr. VAN DEERLIN. This is a more restrictive area of enlistment you referred to "combat arms." What is the average monthly enlistment for this type of service as compared with overall Army enlistments?

Mr. KESTER. It would help if I gave you figures. We have about 300. We have about 300 people enlisting monthly in combat arms as against a requirement of about 6,500, so you see we have a tremendous shortage of men who volunteer for skills in the infantry, armor, and artillery. This amounts on an annual basis to about 75,000 or 80.000 of the approximately 320,000 young men we need.

In fiscal 1971, the current fiscal year coming to a close, we expect to draft 170,000 men and enlist 150,000 overall, so you see we have more than 50 percent of enlisted accessions being drafted into the Army right now.

Mr. VAN DEERLIN. Is it true that your overall voluntary enlistment figures for the first full month under this program which began March 1 or 2-that is, for March 1971-was actually below the comparable months for 1970 and below the month of February 1971? Mr. KESTER. Well, you can't do that.

Mr. WOLLSTADT. I don't think it is the case according to information I have.

This is on all of the services?

Mr. VAN DEERLIN. No, this is the Army.

Mr. KESTER. The Army, I believe, was slightly below the 1970 figure. However, the enlistment rate tends to be a function in part of the

draft call and the draft call was lower in 1971 than it was in 1970, so when you factor that out I think you come out with very little statistically significant variation.

Mr. VAN DEERLIN. In any event, you suggested there may be an ongoing benefit here. I assume a raise in pay, which the House already has passed, doubling the pay for recruits, might be almost as appealing as the opportunity to drag race a tank.

What efforts were made before you undertook this "paid" campaign to obtain better free time on the air?

How were your figures on page 8 compiled, showing the relative success of the Air Force and Navy in getting free time on the air as compared with the Army and Marine Corps, which seemed to have done worse than the Army?

Mr. WOLLSTADT. We got figures from each of the services and assembled them and made a comparison.

Mr. VAN DEERLIN. Did the stations give you a statement of what is carried and you totaled it up?

Mr. WOLLSTADT. I think that is the way it worked.

Mr. VAN DEERLIN. Well, does anybody know how it works? General KIDD. In the case of the Air Force, we have a contract with an organization called Broadcast Advertisers Reports, Inc., and they run surveys for us, listening surveys, checking the number of spot announcements, particularly Air Force spot announcements. This way we can get a trend or whether the number of announcements on free time are increasing or decreasing and can extrapolate from these reports and convert into dollars an estimation of the value of free radio and TV time.

Mr. VAN DEERLIN. What effort was made to get a step-up in quality of the time that you were given on television or radio?

Mr. WOLLSTADT. I believe each of the services has made that effort on a continuing basis and whether there is any special effort made just prior to this, I don't know. I don't know of any special campaign that was conducted right at this time.

Mr. VAN DEERLIN. Because, as you know, some licensees like Ward Quaal of the WGN chain in Chicago, Mr. McGannon of the Westinghouse chain, and others elsewhere, express resentment at being asked to accept money for something they said they had been giving you. It occurs to me, with an attitude like that on the part of licensees, a prodigious effort-far less costly than this campaign-might have been undertaken to persuade the licensees to do better by the Army. Was there such an effort?

Mr. KESTER. There was no crash effort before the test began to do this. But I think, sir, that we have seen that the loss of public service time now has been negligible. You mentioned WGN and we had been told that WGN had been running eight public service announcements for all of the Armed Forces per month. Losing that amount of public service time is not really a significant loss when we are talking about a problem of this magnitude.

Mr. VAN DEERLIN. Did you make any contact with the Advertising Council, with the hope of getting a concentrated campaign through the Ad Council?

Mr. KESTER. We have talked to the Advertising Council periodically about this. I don't mean to criticize the broadcasters on the subject because there are many, many claimants for the limited amount of public service time that is available. We realize there are other good causes which they have to pay attention to as well as Army recruiting.

Mr. VAN DEERLIN. But one of the services the Advertising Council performs is to take a worthy program and zero in on 1 or 2 months with a campaign, at which time they assure the licensee they are not going to be bothering them with any other campaign. This comes in professional form, and it gets them some remarkably good time.

Mr. WOLLSTADT. As far as I know, there were no special contacts with the Advertising Council preceding this test.

Mr. VAN DEERLIN. Have you found radio to be as unavailable to you as television in good time? Obviously, there is not the same prime time consideration in radio; it's called "driving time." But what prompted you to spend more than $5 million on radio alone?

Mr. KESTER. There is a prime time in radio. It is a different prime time than in television. We put more money into radio because we thought that for this particular audience radio might be more effective than reaching them by television.

We don't know which is the more effective medium. We will be evaluating this to find out whether radio is a better buy than television. Some of the indications we have today indicate that perhaps television gets a bigger response than radio.

Mr. VAN DEERLIN. Do you get help from the Radio Advertising Bureau to help you get to these stations, whose rate of sales has been awfully low for the last year or two, and who might have found extra time available for you?

Mr. KESTER. We find the stations that have the time available tend to be the stations which have not sold all of their advertising time. The reason they have not sold it is that they tend to have the smaller audience. To some extent, in this business, you get what you pay for, I think. We find in television 4 percent of the Army's ads broadcast as public service announcements appeared in prime time and 96 percent were in off-hours.

Mr. VAN DEERLIN. Is it your belief there is any radio station in the country today that is completely sold out?

Mr. KESTER. I couldn't address it. I don't know that much about radio marketing.

The point is whether we can get a campaign that we can control and where you have some assurance of reaching your audience. Mr. MACDONALD. I have one question.

You say you don't know much about radio. Are you in charge of the program for the services?

Mr. WOLLSTADT. Mr. Kester is in charge for Army.

Mr. KESTER. For the Army.

Mr. MACDONALD. You say you don't know anything about radio? Mr. KESTER. I don't know enough about the radio business to tell you whether every radio station in the country has sold out all of its time. I think it obviously must be "No."

Mr. MACDONALD. What is your background on radio?