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EXPENDITURE OF PUBLIC FUNDS FOR

BROADCAST ADVERTISING

2.5Congress House
Committee on Inter-

4 - JUL 1 2
state and foreign
Commerce

HEARING

BEFORE THE
SUBCOMMITTEE ON
COMMUNICATIONS AND POWER.

OF THE

COMMITTEE ON
INTERSTATE AND FOREIGN COMMERCE
HOUSE OF REPRESENTATIVES
NINETY-SECOND CONGRESS

FIRST SESSION

ON

H. Con. Res. 215
EXPRESSING THE SENSE OF CONGRESS WITH RESPECT TO
PAID ADVERTISEMENTS BROADCAST FOR THE FEDERAL
OR STATE OR LOCAL GOVERNMENTS OR DEPARTMENTS OR

AGENCIES

APRIL 21, 22, 1971

Serial No. 92-12

Printed for the use of the Committee on Interstate and Foreign Commerce

U.S. GOVERNMENT PRINTING OFFICE

WASHINGTON : 1971

€2-004

COMMITTEE ON INTERSTATE AND FOREIGN COMMERCE

HARLEY W STAGGERS, West Virginia, Chairman TORBERT H. MACDONALD, Massachusetts WILLIAM L. SPRINGER, Illinois JOHN JARMAN, Oklahoma

SAMUEL L. DEVINE, Ohio JOHN E. MOSS, California

ANCHER NELSEN, Minnesota JOHN D. DINGELL, Michigan

HASTINGS KEITH, Massachusetts PAUL G. ROGERS, Florida

JAMES T. BROYHILL, North Carolina LIONEL VAN DEERLIN, California

JAMES HARVEY, Michigan J. J. PICKLE, Texas

TIM LEE CARTER, Kentucky FRED B. ROONEY, Pennsylvania

CLARENCE J. BROWN, Ohio
JOHN M. MURPHY, New York

DAN KUYKENDALL, Tennessee
DAVID E. SATTERFIELD III, Virginia JOE SKUBITZ, Kansas
BROCK ADAMS, Washington

FLETCHER THOMPSON, Georgia RAY BLANTON, Tennessee

JAMES F. HASTINGS, New York W. S. (BILL) STUCKEY, JR., Georgia JOHN G. SCHMITZ, California PETER N. KYROS, Maine

JAMES M. COLLINS, Texas BOB ECKHARDT, Texas

LOUIS FREY, JR., Florida
ROBERT O. TIERNAN, Rhode Island JOHN WARE, Pennsylvania
RICHARDSON PREYER, North Carolina JOHN Y. MCCOLLISTER, Nebraska
BERTRAM L. PODELL, New York

RICHARD G. SHOUP, Montana
HENRY HELSTOSKI, New Jersey
JAMES W. SYMINGTON, Missouri
CHARLES J. CARNEY, Ohio
RALPH H. METCALFE, Illinois
GOODLOE E. BYRON, Maryland
WILLIAM R. ROY, Kansas

W. E. WILLIAMSON, Clerk
KENNETH J. PAINTER, Assistant Clerk

Professional Staff
JAMES M. MENGER, Jr.

ROBERT F. GUTHRIB
WILLIAM J. Dixon

KURT BORCHARDT

SUBCOMMITTEE ON COMMUNICATIONS AND POWER

TORBERT H. MACDONALD, Massachusetts, Chairman LIONEL VAN DEERLIN, California

HASTINGS KEITH, Massachusetts FRED B. ROONEY, Pennsylvania

CLARENCE J. BROWN, Ohio ROBERT O. TIERNAN, Rhode Island JAMES M, COLLINS, Texas GOODLOE E. BYRON, Maryland

LOUIS FREY, JR., Florida (II)

IL 30jy?

KE27
.I 5538

19710

CONTENTS

earings held on-

April 21, 1971.

April 22, 1971.

'ext of House Concurrent Resolution 215.

.eport of Department of Defense --

tatement of

Bartley, Robert T., Commissioner, Federal Communications Commis-

sion.

Beckington, Brig. Gen. Herbert E., Assistant Director of Personnel,

Headquarters, USMC.
Cash, Norman E., president, the Television Bureau of Advertising,

Inc.-

Cobb, Grover C., executive vice president for station relations,

National Association of Broadcasters.--

David, Miles, president, Radio Advertising Bureau..

Greene, Rear Adm. William M. A., Commander, Navy Recruiting

Command..

Groome, Harry G., Jr., senior vice president of finance and adminis-

tration, N. W. Ayer & Son, Inc., Philadelphia, Pa..

Jencks, Richard W., president,' Columbia Broadcasting System

Broadcast Group

Johnson, Miss Elizabeth B., assistant professor of telecommunications,

San Diego State College--

Keim, Robert P., president, the Advertising Council, Inc.---

Kester, John G., Deputy Assistant Secretary, Manpower and Reserve

Affairs, Department of Army-

Kidd, Maj. Gen. John B., Director of Personnel Planning, DCS/

Personnel, Headquarters, 'USAF.

Lee, Gus, Director of Procurement, Office of the Secretary, Depart-

ment of Defense---

Mitchell, Hon. Parren J., a Representative in Congress from the

State of Maryland.

Nalle, H. D., senior vice president, N. W. Ayer & Son., Inc., Phila-

delphia, Pa..

Ray, William, Chief, Complaints and Compliance Division, Federal

Communications Commission..

Reath, Donald R., vice president, media director, N. W. Ayer & Son,

Inc., Philadelphia, Pa..

Steiger, Hon. William A., a Representative in Congress from the

State of Wisconsin.---

Wollstadt, Paul, Deputy Assistant Secretary, Manpower, Research,

and Utilization, Department of Defense-

Additional material submitted for the record by-

Columbia Broadcasting System, Inc., letter dated April 29, 1971, from

Richard W. Jencks, president, CBS, to Chairman Macdonald re

public service announcements in prime time-----

Department of Defense:

Advertising agencies used by service recruiting organizations...

Army male nonprior service enlistments, January-March, 1970

and 1971..

Army recruits, source of, urban-rural..
Cost of producing advertising spots use in public service time

TV and radio, fiscal years 1970 and 1971, estimated..

Cost of producing public service recruiting advertising in print

media, fiscal years 1970 and 1971, estimated...

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ILU

Additional material submitted for the record by-Continued
Department of Defense-Continued

Page
Cost per enlisted recruit (Active Forces), fiscal year 1971, esti-
mated (table) --

43 Fact sheet-Test of paid TV/radio recruiting advertising

31 Hours of radio time purchased by Army.-

32 Initial results of impact of Army's TV-radio advertising campaign. 49 Value of TV and radio public service time for Army recruiting, 1970.--

47 Federal Communications Commission: Definition of public service announcement.

8 Letter dated June 4, 1970, stating Commission ruling, to Mr.

Alan F. Neckritz, re "fairness doctrine" complaint against
station KFRC, San Francisco, Calif., with attachments...

8 Interstate and Foreign Commerce Committee:

Correspondence between Ward L. Quaal, WGN Continental

Broadcasting Co., Chicago, Ill., and John F. Coverley-Smith,
N. W. Ayer & Son, Inc., Philadelphia, Pa ---

97 Mitchell, Hon. Parren J., letter dated March 4, 1971, from Hon. F.

Edward Hébert, chairman, Committee on Armed Services, re cor-
respondence with WBAL-TV, Baltimore..

149 N. W. Ayer & Son., Inc.:

Contract between Department of Army and N. W. Ayer & Son,
Inc.---

108-136 List of TV and radio stations sharing in the Army's paid broadcast advertising test.

62 National Mexican American Anti-Defamation Committee, Inc.,

Domingo Nick Reyer, executive director, statement... Post Office and Civil Service Committee, Subcommittee on Census 191 and Statistics, U.S. House of Representatives, Charles H. Wilson, chairman, letter dated April 27, 1971, to Congressman Lionel Van Deerlin.

193 Steiger, Ho William A., article from the Army Times entitled, "Řecruiting Ads Drawing Good Response Army Says"

184 Television Bureau of Advertising, Inc., membership list.

189 Van Deerlin, Hon. Lionel:

Letter dated April 20, 1971, from Donald H. McGannon, presi-
dent and chairman of the board, Group W, Westinghouse
Broadcasting Co.

98
Letter dated April 23, 1971, from Ward L. Quaal, WGN Con-
tinental Broadcasting Co., Chicago, Ill..

99

EXPENDITURE OF PUBLIC FUNDS FOR BROADCAST

ADVERTISING

WEDNESDAY, APRIL 21, 1971

HOUSE OF REPRESENTATIVES,
SUBCOMMITTEE ON COMMUNICATIONS AND POWER,
COMMITTEE ON INTERSTATE AND FOREIGN COMMERCE,

Washington, D.C. The subcommittee met at 10 a.m., pursuant to notice, in room 2123, Rayburn House Office Building, Hon. Torbert H. Macdonald (chairman) presiding.

Mr. MACDONALD. The hearing will come to order.

This morning the Subcommittee on Communications and Power begins the hearing on House Concurrent Resolution 215 introduced by our colleague on the subcommittee, the gentleman from California, Mr. Van Deerlin. The resolution would, if adopted, express the sense of Congress at the various levels, Congress should not spend public funds to purchase broadcast time for the carriage of their advertising:

Implicit in this resolution is the concept that the announcements of the various levels of Government, Federal, State, and local, should be carried by radio and television broadcast stations without charge in observance of the obligation they assume in receiving their license to serve the public interest, convenience, and necessity.

As I understand, this is the basis on which such announcements have generally been carried in the past. This issue was brought into focus by the Army recruiting command's commitment to spend $10.6 million for 4 months radio and television recruiting campaigns. It will be the purpose at these hearings to explore all of the facets of this issue.

(The text of H. Con. Res. 215 and departmental report thereon follow :)

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