advertising, Reserve Forces, ROTC, career motivation projects, medical programs, and so forth, so it is not all directed at recruits. A breakout directed specifically at recruits would probably be about 60 percent of that sum. Mr. BROWN. One final question, because I do not want to take any more time and see that the other members have time to ask questions, but it is related to this question of other media. I see an ad for the Marines on the billboard and I assume that is provided free? General BECKINGTON. Yes. Mr. BROWN. And if there is anything else to fill the billboard with, they put a picture of the Marine in dress uniform on there and say, "Join the Marines." And what is likely to be the result for the Army or anybody else when the billboard people feel that the television and radio people are being paid and now I understand what you are saying is that the magazines get some dollar budget in paid advertising and are we likely to have that Marine ad replaced by something for bonds or trash on the highway or something like that? Do you have any thought on it and could you tell me what the situation is with reference to newspapers? Mr. WOLLSTADT. That certainly is a possibility and it is one of the things we will look at in the evaluation. As far as we know, the fact that the Army and Air Force have spent some money in the printed media has not been a handicap up to this point to the Navy and Marine Corps. When you are talking about competing media, this could be different and it is one of the things that, very frankly, we need to look at. Mr. Chairman, I have one point I would like to make clear. As far as the Office of the Secretary of Defense is concerned, we have no preconceived notion as to whether this test is going to show that we should go forward with paid TV or radio advertising, increase it, or decrease it. We expect to make an analysis just as objective as we can, and it is one we know we are going to have to defend before both of the Armed Services Committees and probably both of the Appropriations Subcommittees in order to get the money to carry it out. I would like to assure you we have not made up our mind in advance. Mr. MACDONALD. Thank you, Mr. Brown. Mr. TIERNAN. Thank you, Mr. Chairman. Mr. Wollstadt, do your records indicate whether Army recruits come in greater number proportionately from the rural areas than from urban areas or is it the other way around? Mr. WOLLSTADT. I don't have it. Perhaps someone from the Department of the Army might have it. Mr. TIERNAN. I understand you are Deputy Assistant Secretary of Defense for Manpower, Research, and Utilization, is that correct Mr. WOLLSTADT. Yes. Mr. TIERNAN. Does anyone with you have the figures? Mr. KESTER. We can supply them broken down, urban versus rural. Mr. TIERNAN. You have the information? Mr. KESTER. Yes, sir. 62-004-71-4 (The following information was received for the record:) SOURCE OF ARMY RECRUITS, URBAN-RUBAL* Current statistics on the urban-rural source of Army recruits are kept only for those who enlist for the Infantry, Armor and Artillery. For this group 67 percent came from urban areas and 33 percent from rural areas. These enlistments, however, represent only a small portion of total Army enlistments and may not be representative. Mr. TIERNAN. Was that information utilized in the scheduling of the programs? Mr. KESTER. Yes, it was. Mr. TIERNAN. By you or by the advertising agency? Mr. KESTER. By the advertising agency at our behest. Mr. TIERNAN. Is this project-is this test run or being run by the advertising agency that generally handles your recruitment program? Mr. KESTER. Yes, sir. Mr. TIERNAN. And they have handled your program for how long a period? Mr. KESTER. Since fiscal year 1968. Mr. TIERNAN. And it has been the least effective of all of the services in producing manpower, is that correct? Mr. KESTER. Well, I don't think you can take that to be a point of the program. Mr. TIERNAN. Are there many other agencies? Mr. KESTER. Many other agencies, all of the leading agencies. Mr. TIERNAN. This is the agency that handles advertising for the Army? Mr. KESTER. That is correct. Mr. TIERNAN. Would you supply for the record how long they handled the advertising? I ask the same question of all the other services. The Marine Corps has used the Thompson agency, I understand. Would the other services supply for the record the advertising agency and dates and how long a period. (The following information was received for the record:) ADVERTISING AGENCIES USED BY SERVICE RECRUITING ORGANIZATIONS Mr. TIERNAN. Now, from the testimony, your statement, you indicate you have received in the last year $6 million of free time, is that correct? Mr. WOLLSTADT. The Army? Mr. TIERNAN. I say the Army has received that. Mr. KESTER. Putting a value on it is somewhat arbitrary. *Rural areas are defined as towns with less than 5,000 ppoulation and farms, rancher, etc. Mr. TIERNAN. What does it cost to produce the programs? Mr. TIERNAN. Yes, for 1970. Mr. KESTER. I can supply it for the record. (See table, p. 42.) Mr. TIERNAN. Did the amount of service available, free time available, to the Army decrease in 1970 over 1969? Mr. KESTER. I don't believe so. Mr. TIERNAN. Do you have the figures? Mr. KESTER. We can try to supply those. I don't know if we have them. Mr. TIERNAN. Would you supply us back to, say, 1965? Mr. KESTER. We can try. Mr. TIERNAN. I am talking about now the amount of free time you received since 1965 up until 1970. Your testimony indicates the Army received benefits they estimate at $6 million in free radio and TV time, is that correct? Mr. KESTER. As I say, the $6 million is rather arbitrary because we have no control over it. That is to some extent the broadcasters' own evaluation. Mr. TIERNAN. I would assume the broadcasters sent you that information previously, too, didn't they? Did they or didn't they? Mr. KESTER. I will have to check whether we can go back to 1965. We will try to give you what we have available on it. I think there has been little fluctuation in the amount of free time available over that period. (The following information was received for the record:) VALUE OF TV AND RADIO PUBLIC SERVICE TIME FOR ARMY RECRUITING The value of TV and radio public service time provided the Army is unknown prior to 1970. The estimated value of public service time provided the Army in 1970 is approximately $6 million. This estimate is based on a study conducted by an independent research organization, Broadcast Advertisers Report, Incorporated, during a full week in August 1969. The average TV station delivered 4.15 spots per week, the average AM radio station, 4.21, and the average FM radio station, 2.16 spots per week. The average industry rate card value in 'dollars of each spot is estimated at $51 for TV, $7 for AM radio, and $4 for FM radio. This is due to most spots being aired during non-prime time. Projecting these figures to the approximately 600 TV, 4,300 AM, and 1,500 FM radio stations, the following estimated value is placed on public service time delivered on an annual basis: TV. AM. FM Total (rate card value)......-- $5, 400, 000 5, 200, 000 500, 000 11, 100, 000 Discounting this estimated rate card value results in the Army's 1970 Public Service time value of $6 million. Mr. TIERNAN. The Marines received approximately $5 million, as you estimated in free time? General BECKINGTON. That is right. Mr. TIERNAN. Your requirements are considerably less than what the Army manpower requirements are? General BECKINGTON. Very much so, yes. Mr. TIERNAN. So that proportionately, though, it appears you only received $5 million as compared to $6 million, your requirements are a great deal different? General BECKINGTON. Yes, I would say that is correct, sir. Mr. TIERNAN. Have you had any comment adverse to the procurement of recruitment ads through the method that is being undertaken by the Army, the Marines, the Navy, or Air Force, any of the services? General BECKINGTON. From any particular source, Mr. Congressman, I am not sure I understand. Mr. TIERNAN, Yes, either military or private sector. General BECKINGTON. We have had the experience which Mr. Wollsadt, I believe, referred to in a general sense in the loss of some public service time which has occurred to us in a few isolated instances so far. Mr. TIERNAN. Do you consider that significant at this time? General BECKINGTON. I think we would have to wait a bit longer, quite frankly. Mr. TIERNAN. Is that the experience with the other services, pretty much the same? Admiral GREENE. Yes, for the Navy we have no comment on a significant adverse effect. Mr. TIERNAN. At this time? Admiral GREENE. Yes, at this stage in the pilot program. Mr. TIERNAN. Do you have any feelings there may be further adverse reactions as a result of this test program? Admiral GREENE. No, sir, not at this time. Mr. TIERNAN. On your commercials in the past, the three services, did you have something indicating "to call a certain number for information," or did you just say, "Go see the Navy or Marine Corps recruiter," or say, "Call such and such a number?" Admiral GREENE. We did not or do not have such an arrangement. Mr. TIERNAN. Do either of the other services, Air Force and Marines? General KIDD. Ours are generalized and say, "See your local Air Force recruiter." Mr. TIERNAN. Has the Army in the past had a similar method of calling such and such a number in their recruitment program? Mr. WOLLSTADT. No. Mr. TIERNAN. So you are half-way through the test period and you experienced a total of 55,000 phone calls in half of the test program, is that correct? Mr. KESTER. Through April 11. Mr. TIERNAN. You have no way of determining that of those inquiries how many resulted in manpower, how many individuals? Mr. KESTER. We are following up on that. Mr. TIERNAN. Could you tell the committee what the results of those 55,000 calls are? Mr. KESTER. We have received, I believe, about 4,000 that have left their names with recruiters and said, "I want to get in touch with you later." Of those, I think around-I will supply the precise figure for the record-have been enlisted directly as a result of calling the service, and there are also a large number of people who walk into the station and they are asked what caused them to come in, and a large number will say, "I saw something on television." Mr. TIERNAN. Are those included in the 55,000? Mr. KESTER. They are not. Although there may be overlap to some extent, so that is another group. We are also measuring that. (The following information was received for the record:) INITIAL RESULTS OF IMPACT OF ARMY'S TV-RADIO ADVERTISING CAMPAIGN We can now provide a more current figure on response to the TV-radio advertising messages. During the period 1 March to 25 April 1971 there has been a total of 75,548 Listfax telephone inquiries. Of this number, 4,546. have been named referrals. After screening the refined Listfax numbers, there were 3,841 eligible leads. These were forwarded to recruiters expeditiously for immediate follow-up. Of the 3,841 eligible live leads provided, 235 enlistments and five delayed entry enlistments have been reported as being directly attributed to these live leads. An additional 888 enlistments and twelve delayed entry enlistments have been reported as a result of walk-in traffic or telephonic inquiries resulting from the exposure to the Army advertising. It is too early to measure the impact of the advertising effort. Many young men have been exposed to the advertising messages who will not be available for enlistment until the completion of the school year. We are also finding that the weekly number of enlistments attributable to advertising is increasing compared to the early weeks of the campaign. Mr. VAN DEERLIN. Will you yield? Mr. VAN DEERLIN. You would agree, would you not, on the basis of monthly recruiting figures, that regardless of the existing draft calls to which you referred for both January and February of 1970, you had lower enlistment figures-voluntary enlistments-than you did for January and February 1971, and for the month of March, the first complete month under this broadcast program, you had fewer voluntary enlistments than you had for the month of March 1970? Mr. WOLLSTADT. Excuse me, I do have the Army enlistment figures for March and they actually were up almost 10 percent. Mr. VAN DEERLIN. What figure do you have for the month of March? Mr. WOLLSTADT. 12,600 Army enlistments in March. Mr. VAN DEERLIN. I have 12,657. I got 57 more than you have. Mr. WOLLSTADT. According to my fact sheet here, it is 1,200 more than the March 1970 total. Mr. VAN DEERLIN. Well, the Army recruiting service has told us for the month of March 1970 there were 14,360. Mr. WOLLSTADT. I am sorry, I can't explain that. Mr. VAN DEERLIN. Let's be sure we get the exact figures. Will they be provided? Mr. KESTER. We will be happy to provide the figures, and, as I said, there is a difference in the draft calls for 2 years. We can't leave it out of the calculation. Mr. VAN DEERLIN. Precisely, but from what is shown for the months of January and February, you did better without the advertising program in 1971 than you were doing in 1970, whereas for |