A COMPARATIVE PUBLIC IMAGE STUDY
OF EDITORlALIZlNG AND NON-
EDITOREALRZENG TELEVISlON STATIONS

Thesis for the Degree of M. A.
MICHIGAN STATE UNIVERSITY
ROBERT RAYMOND ZOOK
1968

 

 

 

 

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ABSTRACT
A COMPARATIVE PUBLIC IMAGE STUDY

OF EDITORIALIZING AND NON-EDITORIALIZING
TELEVISION STATIONS

BY
Robert Raymond Zook

This thesis is a public image study of two specific types of
television stations, those that are editorializing and those that
are not. The study was conducted on the local level and was in-
spired by an earlier national study conducted by Roper's Research
Associates in 1967, which probed the area of public attitudes
'toward broadcasting generally. One of the areas studied was
editorializing, and the results showed a definite increase in
public acceptance of broadcast editorializing over the past ten
years on a national scale.

Based on this trend, it was decided to conduct a similar
study on the local level, but this time a more intensive ap-
proach would be taken to the subject area. The intent of the
project was to compare the public image of editorializing
television stations with non-editorializing stations in a
single market. In this way it was hoped that some notion could
be obtained as to whether editorializing was truly an enhance-
ment factor in a station's programming. Another consideration
in this research study was to determine whether the public

image of a television station's editorializing was linked

Robert Raymond Zook

wholly or in part with the other news programming on that station.

The city of Grand Rapids, Michigan, was Chosen as the research
area. Three television stations penetrate the area, each of which
represents one of the three commercial networks. WKZO, channel 3,
is licensed to Kalamazoo and is affiliated with CBS; WOOD, channel
8, is licensed to Grand Rapids and is an NBC affiliate; and WZZH,
channel 13, is licensed to Grand Rapids and is affiliated with ABC.
Of the three stations, WOOD and WZZM editorialize, while WKZO does
not. This arrangement provided nearly excellent conditions for
this study, as two editorializing stations and one non-editorial-
izing station were present.

Two types of questionnaires were used in this study, a
personal interview and a general pOpulation questionnaire. The
personal interview test instrument was used to interview the
News Directors and/or the Editorial Directors of the three
Grand Rapids area stations. The general population questionnaires
were sent to the sample of 440 persons, chosen at random. This
instrument contained both structured and open-ended questions.

The respondents were chosen by a systematic random sample.
This sample was selected from the population residing within
the Grand Rapids City Limits only. To select the sample, a
telephone directory, published by the Grand Rapids branch of
Michigan Bell Telephone Company, was obtained. The number of
residential telephone lines was obtained, and the commercial

lines were excluded from this research frame.

Robert Raymond Zook

The open-ended questions were coded and all questions were

tabulated by a computer. Two cross-breaks were made in the data

to discern any important relationships that might be relevant to

this study. The two major divisions were 1) single-channel

viewers versus multi-channel viewers, and 2) an age-group break

down into five categories.

After a scrupulous analysis of the data was completed,

these six conclusions resulted from the study:

1)

2)

3)

4)

5)

6)

There tends to be a genuine interest on the part of the
public in the local and national news programming generally.

The over-all opinion of news programming quality tends
to be positive.

The respondents indicated that they liked the non-editorial
news programs, both national and local.

There tends to be a strong feeling that editorials help
keep the public informed about their community.

The viewers appear to be attentive to the editorials,

as they correctly perceived a high percentage of them as
being devoted to state and local issues and a low percen-
tage as being devoted to national and international issues.

The viewers overwhelmingly feel that broadcasters should
editorialize for many different reasons.

These conclusions were then reformulated into a broader and

more general conclusion:

Since the above mentioned six premises appeared to be true
in the Grand Rapids area, it is strongly felt that editor-
ializing tends to enhance the public image of a television
station as a community agent.

6//76d0

A COMPARATIVE PUBLIC IMAGE STUDY
OF EDITORIALIZING AND NON-EDITORIALIZING
TELEVISION STATIONS

BY

Robert Raymond Zook

A THESIS

Submitted to
Michigan State University
in partial fulfillment of the requirements
for the degree of

MASTER OF ARTS
Department of TeleviSion and Radio

1968

Accepted by the faculty of the Department of
Television and Radio, College of Communication Arts,
Michigan State University, in partial fulfillment of the
Requirements for the Master of Arts Degree.

Di£}ctor of Thesis

ACKNOWLEDGMENTS

A project such as this is seldom the work of one person.
Realizing that this holds especially true for thig_thesis, the
author would like to express his deepest gratitude to the
'following persons, all of whom played important roles in this
project's completion:

Dr. David Lewis, the author's Thesis Adviser, whose
guidance, understanding, and patience at all crossroads of
this project were invaluable;

Mr. Leo Martin, Professor and Chairman of the Department
“of Television and Radio at Michigan State University, for his
assistance in making available background material;

Dr. Thomas Baldwin, Associate Professor of Television and
Radio at M.S.U., for his assitance in the coding of question-
naire responses;

Dr. William Lashbrook, Director of Research Services for'
the College of Communication Arts at M.S.U., for his help in
computer programming and his advice in mathematical computations:

News Directors Fred Douglas, wxzo-Tv; Dick Cheverton,
WOOD-TV; Jack Hogan, wzzM-Tv; and Editorial Director David
Idema also of WZZM—TV for the release of valuable badkground
information, pertinent to their respective stations.

Finally, but certainly not least of all, this author wishes
to thank his wife, Diane, for her many contributions in the form

of guidance, aid in the preparation of the manuscript, under-

iii

standing, and loving patience, without which this project could

not have been completed.

iv

TABLE OF CONTENTS

INTRODUCTION ------------------------------------------------- 1‘
CHAPTER
ONE: BROADCAST EDITORIALIZING IN PERSPECTIVE ----------- 5
The Dilemma of Advocacy and Balance --------------- 8
Broadcasting and the ”Fairness Doctrine” ---------- 29
General PUblic Image Trends Toward
Editorializing ------------------------------------ 33
The Hypothesis ------------------------------------ 37
Definition of Terms ------------------------------- 38
TWO: THE GEOGRAPHICAL RESEARCH AREA -------------------- 40
THREE: THE GRAND RAPIDS AREA TELEVISION STATIONS -------- 45
WKZO-TV ------------------------------------------ — 47
WOOD-TV--------------------------—------------79-- 51
WZZM-TV ------------------------------------------- 62
FOUR: THE RESEARCH METHODOLOGY -------------------------- 71
The News Director Questionnaire ------------------- 71
The Population Questionnaire ---------------------- 72
The Sampling Procedure ---------------------------- 76
The Completed Population Questionnaires ----------- 78'
Discernible Characteristics of the ‘
Respondents -------------------------------------- - 81
FIVE: RESULTS AND CONCLUSIONS -------------------------- - 84
Coding -------------------------------------------- 84
Computer Cross-Break Analysis --------------------- 88
Results ------------------------------------------- 89
General Conclusions ------------------------------- 103
SIX: SUGGESTIONS FOR FURTHER RESEARCH ------------------ 108
BIBLIOGRAPHY ------------------------------------------------- 11:5

APPENDICES

 

A: WOOD EDITORIAL (Slum Project) ------------------- 118
B: WOOD EDITORIAL (Tornado Alerting System) -------- 119
C: WZZM EDITORIAL (High Speed Pursuit) ------------- 120
D: WZZM EDITORIAL (Rebuttal) ----------------------- 121
E: NEWS DIRECTOR QUESTIONNAIRE --------------------- 122
F: COVER LETTER ------------------------------------ 126
TELEVISION SURVEY QUESTIONNAIRE ----------------- 127
G: - FOLLOW-UP LETTER -------------------------------- 132
H: RESPONSE CODES ---------------------------------- 133
I: NUMERICAL RESULTS OF POPULATION
QUESTIONNAIRE ITEMS ----------------------------- 147
Single-Channel Viewers ---------------------- ----l47
Multi-Channel Viewers --------------------------- 151
Age Group “18—20'------——— =—-——— — — —= — ——-155
Age Group “21-35“ ------------------------------- 161
Age Group “35-49“ ------------------------------- 167
Age Group “50-64“ ------------------------------- 172
Age Group “65 and Over“- ------------------------ 178

vi

INTRODUCTION

At the time of this writing (1968), the United States of
America faces one of the greatest challenges in its existence.
Not only is the country involved in an extremely controversial
-Southeast Asian war in Vietnam in which few people can under-
stand even why we are there, but this country also is fighting
a score of domestic wars in the cities, the ghettoes, and the
political frontiers to mention only a few. Both major United
States political parties have their own solutions to these
problems with each major Presidential candidate taking his own
stand on the issues and professing to uphold his Pary's princi-
ples. One had only to watch the Democratic National Convention
in Chicago during August 1968 to get some idea of the tremendous
problems that are facing this country; for example, the right of
peaceful protest versus mob aggressiveness, the fight over wording
of the Vietnam plank in the Democratic Platform, and the range
of opinion from complete military withdrawal from Vietnam to
complete military victory by overpowering the enemy with brute
force.

It is in this setting that the mass media find themselves
at the present time. How will the media handle these problems?

How will they report these events to the American people? Will

they or should they editorialize on them? Should the media
reflect this country's internal disorders to our foreign
friends? If so, how should it be handled? These are some of
the questions that all media administrators must ask themselves.

Therefore, as we observe the mass media today, we can see
that they are deeply embroiled in the nation's problems. They
have been severely criticized (sometimes with good reason), and
at other times they have been congratulated both by the general
public and by their more vocal critics. Yet, there are still
other occasions in which the media have merely supported the
status quo and have been passive toward any changes.

The mass media today must make many decisions concerning
their practices and their tactfulness in handling these
national stories. The audience has become an over present
factor in determining the way in which a broadcaster might
handle an important story. The broadcaster has indeed kept
his audience in mind more in recent times than ever before, and
many of his decisions center around the public attitude toward
his practices.

There is one practice on behalf of the broadcaster that
deserves a great deal of consideration. For many years,
“freedom of the press" has been exercised by all the media,
and the public has expected the media to exert this freedom.
Yet it has really gone beyond that point. The public has
now translated this “freedom of the press" into their “right
to know”. It is, therefore, the duty of the press (in the

eyes of the public) to prOperly inform them of all newsworthy

events. But what about the broadcaster's taking a stand on
issues? Even though newspapers have editorialized on issues
for many years, should broadcasters indulge in this practice?
Does the public feel broadcasters should take this initiative?

In this thesis the erratic changes in public opinion
toward broadcast editorializing over a ten-year period will
be analyzed. Opinions have ranged from complete opposition
through a period of partial acceptance to more complete acceptance
of the practice at the present time, and all indications are
that the public is tending toward an expectation of the broad-
casters to editorialize.

Editorializing has become important in today's broad-
cast media. Some stations are editorializing because they
feel an obligation to "speak out" and not always preserve
the status quo; others are doing it because they feel that
possibly the public wants them to do so; still others are
editorializing because they want to join the bandwagon and
keep pace with their competitors--they too are seeking a
public image.

If we examine the other side of the picture, we see
that there are still many stations who do not editorialize for
various reasons, one being that they are afraid of possible
dissent by their viewers. These stations also are seeking a
public image--one that is positive, due to the decision to
remain silent on any and all community issues. Still other
stations are not editorializing, because they do not feel the

pr0per responsibility to do so, possibly because of lack of

staff, lack of qualified researchers and editorial reporters,
or a ladk of finances.

One thing is clear, however. The decision to editorialize
has been and is being considered by nearly all television
stations in this country. It is a big decision to make, one
that requires broadcasting administrators to take a great deal
into consideration. It is hoped, therefore, that this study
will help broadcasters to make that ever important decision.

The first thing we need to do, then, is to set the stage
for broadcast editorializing. We must take a look at some of
the challenges facing editorializing television stations,
as well as what some key broadcasters are doing to meet these

challenges.

CHAPTER ONE:
BROADCAST EDITORIALIZING
IN PERSPECTIVE

Up to the present time, editorializing by broadcasters has
been a rather unique challenge. By its very nature, editorial-
izing implies “taking a stand” on controversial issues. This
can be in the form of a solo advocacy performance by one member
of a broadcast staff, which is the most common method of edi-
torializing; it can be in the form of a panel discuSsion in
which the station questions the opposition and then takes a
stand later; or there can be a variety of other less common forms.
In any case, the feelings of the reporters may be expressed,
but the ultimate responsibility for the consequences of a
station's editorials lies with management. In still another
instance, we have the documentary, which may be devoted to a
controversial issue or problem facing the community. Here
we can make a distinction between the factual documentary which
merely makes the public aware of all sides and aspects of the
problem and the one which does the above‘plgg taking a side on
the issue. In fact advocacy can take Eggy different forms.

We have another type of specialty news reporting, known
as the commentary. In this instance, the reporter usually
gives his feelings on a current situation but does not advocate
a course of action to the viewers. Closely associated

‘with the commentary is the news analysis, which

5

merely presents all sides of the issue and says, “This is
the story -- all sides of it; now ygu_draw your own
conclusions.”

In all four of the above situations -- editorials,
commentaries, news analyses, and documentaries -- there are
possibilities for bias over and above the mere reporter bias
reflected in the selection of news stories and manner of their
delivery. In all these situations, advocacy can be present
in one form or another ranging along a continuum of polar "ideal
types” -- pure advocacy and pure non-advocacy. Hence, we can
now see a great problem emerging -- one that has plagued
broadcasters since they first won the privilege of editorial-
izing. How can we advocate a particular point of view and still
present a balanced view of the total picture? How can we be
“fair“, as it were, to all of our viewers, regardless of the
particular point of view that they may espouse?

However, editorializing and the entire movement of
broadcast advocacy are not or have not been existing in a
vacuum. This is only part of a much larger phenomenon which
will be called, for lack of a better name, ”The Golden Age of
Local Television". That is, lgggl_television is being viewed
by more people with more serious preconceptions as to what
they want from it. Within the local movement, consisting
basically of news and public affairs, we see the role that
editorializing is playing. In a survey conducted by
Television Magazine in 1968, it was discovered that much more

emphasis is being placed on local news coverage.

(Television, August 1968, p.ll6) To meet this barrage of
increased local programming, local news staffs have increased
their sizes. In this survey, which consisted of 151 stations
that returned their questionnaires, 114 of them reported that
they had expanded their staffs over the last five years. The
average direct costs of local news per year as reported by
the responding stations varied from 100,000 to 500,000 dollars:
average indirect costs such as overhead ranged from 20,000 to
500,000 dollars. In addition it was found that there is £222,
evidence that stations spending more money on local news tend
to record more profits on their local news operations. Closely
akin to an increase in straight local news programs, public
'affairs programs of all types have expanded, both nationally
and locally. Furthermore, these local public affairs programs
tend to be centered more on personal moral issues surrounded
by controversy, i.e. birth control, venereal disease, etc., and
on internatibnal controversial issues such as the Vietnam war
(particularly since the advent of that War) than'gzg£.before.
In a report titled ”Television and the Wired City“ compiled
for the National Association of Broadcasters by Herman W. Land
Associates, it is said that television is presently in a state
,of transition from a passive conduit of entertainment and
information to an active originating force in community life.
That is, there is a much greater emphasis on ”community-
involvement“ programs, particularly news-oriented, than at

any time in the past.

With the increased emphasis on local news programming
in the broadest sense of the word, broadcasters will have
renewed responsibilities: editorializing will have to be
studied again-~and this time much more critically than before.
Every broadcaster should ask himself this question: “If I
am going to follow the road of advocacy with my broadcast
facilities, will I be able to present a balanced picture of
‘gll sides of the controversial issues which I will choose?“
And for those broadcasters who are already editorializing, they
should be asking themselves if they are and have been providing
balance to their editorial programming.

Such is the life of the editorializing television station.
The great dilemma of advocacy and balance is a sticky one--

one that deserves much attention and analysis.
The Dilemma of Advocacyiand Balance

Ever since broadcasters began feeling that they should be
able to advocate just as newspapers do, they have found that
what they thought was a Eight is truly only a privilege. They
realized this ”fact“ when the 1940 “Mayflower Decision” of the
Federal Communications Commission (hereafter referred to as F.C.C.)
stated that the air waves were not to be used for advocacy.
Broadcasting then fought for the “privilege“ of editorializing,
something that its newspaper brethern have had for years
without ever fighting for it. Broadcasting, in a word,

wanted to "stand up and be counted“; to be among those

that could express a point of view on just about anything,
whether the public agreed with the broadcaster's stand or
not. Among some of the earliest pioneers in attempting

to secure this privilege were H. V. Kaltenborn, Edward R.
Murrow, and Eric Sevareid, who is at the time of this writing
a commentator with the Columbia Broadcasting System.

The “Mayflower Decision“ was tested in 1946 by Robert
Harold Scott of California, who requested that the licenses of
three California stations be revoked because they had refused
to give or sell time to broadcast his atheistic views. He
contended that the existence of a ”god“ of any kind was
controversial and, therefore, fell under the ”Mayflower
Decision" of 1940. The F.C.C. upheld the practices of the
station, denying that providing time for religious purposes
was an editorializing act. (Emery, 1961, p.244)

Finally, after a great deal of pressure by the broad-
casters, the F.C.C. reconsidered and overturned the 1940
"Mayflower Decision” by issuing a report on June 1, 1949.

This report, in effect, gave broadcasters the privilege of
editorializing, providing they offered opportunities for
opposing points of view, not necessarily ”equal time“ to reply.
(Emery, 1961, p.246) This, of course, was the root of the
“Fairness Doctrine“, which will be analyzed a little later. This
report then gave broadcasters a new lease on life, a chance to
advocate. One of the first broadcasters to assert this newly

won freedom was Edward R. Murrow.

10

During the Korean War and.McCarthy Era, an American Air
Force Lieutenant, Lieutenant Radulovich, was suspended from
that service because his father (a World War II veteran) and
his sister were believed by the McCarthyites to be “left-wing
activists" and in close association with the Communist Party.
Here the old familiar “guilt by association“ judgment was being
applied to Radulovich. Murrow, realizing the complete absurdity
behind this act of dismissing an honorable Air Force officer,
broadcast an editorial program, advocating Radulovich's return to
duty, and the Air Force reinstated him. (Friendly, 1967, p. 19)

I think it can safely be said that on a nation-wide scale
the McCarthy Era was about the first real chance for broadcasters
to tackle a problem that was well known nationally and take a
stand on that problem. Again it was Mr. Murrow who was so
instrumental in exposing the Senator to the public and in the
process provided the rope for the Wisconsin Congressman to hang
himself on national television. Murrow secured films and tapes
of most of McCarthy's accusations for use on the CBS News
series “See It Now". In the broadcast of March 9, 1954, excerpts
of the McCarthy hearing were shown. Whenever the Senator would
make an attack, Murrow would appear immediately thereafter and
point out specific inaccuracies and misinterpretations of facts
in McCarthy's statements.

In 1954 Adlai Stevenson attacked the Republicans on CBS,
aiming most of his remarks at Senator McCarthy, and the
Republicans, namely former Vice President Richard Nixon,

answered Stevenson on the same network. (Friendly, 1967, p. 23)

11

In similar cases we can see where the advocacy-balance
problem took on significance in other areas of controversy
during the 1950's. Sponsors were often pressured to drop their
sponsorship of controversial programs. One glaring example of
this was Alcoa Aluminum's sponsorship of “See It Now“ on CBS,
previously mentioned. The format taken by the network in this
particular program was essentially the same from program to program.
That is, the network would take a controversial issue, and for a
period of time (sometimes weeks) would present all the known
facts surrounding the issue and then conclude by taking a stand.
Some of these programs were not very “reserved“, but were
extremely controversial, affecting almost every American and his
society. The public objected to broadcasting advocacy in this
form and finally forced Alcoa to withdraw its spOnsorship of
the program.

Numerous other examples of the advocacy-balance problem
have been demonstrated since the F.C.C. report of 1949. One
was illustrated in a program titled "Statehood For Alaska and
Hawaii“, broadcast in March of 1958. This program was again
shown on CBS, which took a negative outlook on statehood for
these two territories, and again there was a responsible
spokesman for the opposing view. Congressman Pillion of New
York asked for and received an opportunity to state the positive
side of the statehood question. However, in this instance
another variable was discovered in the “advocacy-fairness“
problem. Production costs, it was found, will often influence

a program's continuance and the amount of effort that will be

12

allowable in ”fairness replies”. This factor may or may not

be restrictive, depending upon the size of the editorializing
operation and the number of responsible opposition parties

allowed to give their respective viewpoints. (Friendly, 1967, p.95)

Another program example that stands out as being notorious
in terms of news balance was called "Biography of a Bookie
Joint“, broadcast on CBS in 1963. This documentary insinuated
that the Boston Police force was involved in some way in a
Boston ”bookie ring". The program, because of its censure of
Boston police, naturally drew a great deal of public criticism.
Therefore, the program was blacked out in the Boston area
because of possible adverse consequences. However, one can
surmise that there may have been some truth to the allegations,
because within the next year there were some rather drastic
changes (discharges and new appointments) in the police force,
and many of the newspapers that were unfriendly to CBS in 1963
renewed their friendship in 1964 after the police reorganization.
(Friendly, 1967, p. 142)

In turning to another area, we see how certain interest
groups who sponsor newscasts tend to color that news and “upset
the balance“. A study was conducted in the Lansing area during
1954 and 1955, the object of which was to compare the contents
of labor - sponsored and non - labor - sponsored newscasts. For
this analysis, three programs were chosen, because it was felt
that they represented enough contrast between labor and non-

labor sponsorship to make this study conclusive. Also one of

13

the shows was the highest audience - rated news program for
1954 and 1955, Morgan Beatty.

The two labor - sponsored newscasts featured John W.
Vandercook and Guy Nunn, while the non - labor show featured
Morgan Beatty. The author of this study, Roy Nicoson, con-
cluded that on the labor - sponsored programs, labor news items
appeared nearly twice as often as on the non - labor show of
Morgan Beatty. He also discovered that the labor - sponsored
programs tended to utilize more time per show to present labor
items than non - labor items. Among other conclusions, it was
found that at least two news items were emphasized in each of
the labor programs, while the Morgan Beatty Show (non - labor)
offered these items only once. Along with this finding was
the discovery that the two labor - sponsored shows were
consistently more favorable to C10 policy than Morgan Beatty's
presentation. Finally, it was found that Vandercookfispecific-
ally and both labor shows generally reported more pro - labor
items gg£§,g££gg_than did Morgan Beatty. Therefore, on the
basis of the above tendencies of the labor and nonélabor
sponsored newscasts, Nicoson felt that the accusations against
labor in the treatment of certain selected news items tended
to be justified. He felt that there was definitely an
imbalance in the news programs sponsored by labor slanted in a
pro - labor direction (Nicoson, 1955, Abstract) He then
raised the question in his thesis as to whether this might be

happening in other areas of news sponsorship.

14

'Backgrounding“ news stories is as important as the actual
reporting of them. However, backgrounding commentary or any
other type of interpretative reporting is even more important,
because it lends itself to more credibility. This backgrounding
is vital and it must be accurate, because if news background
is detected as inaccurate or faulty by the viewer, the edi-
torials certainly will not be accepted by him. On the other
hand, the most ideal type of backgrounding will not be so long
that it would bore the viewer. Therefore, one should strive
for background accuracy, conciseness, and shortness in sup-
portive news material. (Charnley, 1948, p. 303)

There is still one other point, however, that must be
kept in mind when considering “backgrounding“ advocative or
interpretative reporting. Advocacy and interpretation, per se,
are separated from background, primarily by what might be
called the “qualitative judgment factor“. Background is merely
factual and should never be tslanted'.

Prior to 1950 and on a smaller scale after 1950, broad-
casters had been censured for giving their own point-of-view,
because the audience felt the broadcasters lacked “objectivity“.
However, if the broadcasters thought that the F.C.C. and the
audience were to be the only dissidents to their editorial-
izing, they would be candidates for a rude awakening, because
there was one other powerful group of influential people that
had many strong feelings about editorializing. Boake Carter,
an early network commentator, was one of the first to discover

the power of this group of people, the broadcast sponsors. In

15

the case of Mr. Carter, his commentary occasionally crossed
the thin line into editorializing, and this caused him to lose
a sponsor permanently! In this case, however, the sponsor had
already been dissatisfied with Carter's commentaries, and the
sponsor loss might have occurred anyway, but no one knows for
sure. '

In another instance of criticism of the broadcasters for
leaving the “strictly factual realm“, Fulton Lewis drew
criticism from people both within and outside the broadcast
industry for leaning too heavily toward the National Association
of Manufacturer's point of view. (Charnley, 1948, p. 311)

The procedure of researching editorials is certainly
“all important“ when deciding that a station is going to
editorialize. John Booth, the General Manager of WCHA in
Chambersburg, Pennsylvania, feels that station owners and
management in addition to news people should have a knowledge
of their community and certain factual information about it
before writing the editorials. (Siller, Terkel, and White,
1960, p. 111) He also feels that once a station takes a
stand on an issue, it should be willing to stick to that
decision, regardless of community pressure. Es pousing a
similar philosophy is Dan Kops of WAVZ in New Haven, Connecticut,
who feels that if you vacillate from your original position and
bow to community pressures, you will be licked. In fact he
editorializes more strongly and firmly on an issue in which he

knows he is right, regardless of community pressure. (Siller,

16

Terkel, and White, 1960, p. 111)

In dealing with television, we all realize the potency
of the visual element, particularly the use of films, as their
impact makes it very hard to maintain balance in controversies.
Viewpoints made with the aid of films are very hard to counter,
and to achieve the greatest effect, film should be matched with
film. An on-camera summary is effective when it is used as
a makeshift counterbalance to film, but the editor should take
the earliest opportunity to present the opposing view with
visuals. (Columbia Broadcasting System, 1958, p. 96)

Here we can see that the visual element 31252 can be very
prohibitive to keeping balance. Opposing parties must be given
equal opportunities including‘ggggl facilities to expound their
case.

Marlowe Froke of the Pennsylvania State School of
Journalism feels that in broadcasting controversial issues,
straight newscasts will have to be improved in presenting
relevant information, i. e. depth reporting. People have
to be attracted to factual programs such as documentaries,
and often “attention-getting“ and illuminating production
techniques have to be utilized to accomplish this purpose. Also
high-level discussion programs must be conducted to ”objective-
1y“ analyze on the air all sides of controversial issues. Of
course, in order to achieve these goals a station must have
enough staff, money, and time to even consider getting into

the area of advocacy. (Froke, 1959, p. 69)

17

As we examine the area of advocacy from management's
perspective, we can see some definite views on the entire
area of editorializing emerging. At the National Broadcast
Editorial Conference held in Ann Arbor on August 3, 1967, it
was found by the conference's research department that over
two-thirds of the news and station executives felt that a
station achieves ”ideal news balance“ by reporting factual
straight news, offering a range of opinion about news issues,
and giving its own editorial point-of-view‘g££g£_having done the
first two activities. (National Broadcast Editorial Conference,
Broadcasters ggg_Editorializing:..., 1967, p. 2)

According to these executives, the most common reasons
for editorializing were that the practice helps fulfill
broadcasters' obligations as responsible members of the com-
munity, that it provides additional editorial viewpoints for
people to consider, and probably their most important reason was
that it increased the station's prestige.

About half of the executives stated they would tackle
state-wide issues and those surrounded by great controversy.
The managers felt that the subjects least likely to be
editorialized on were those involving the endorsement of a
political candidate or in general those involving an individual.
A majority of the managers felt that they should stay away
from national and international issues. (National Broadcast
Editorial Conference, Broadcasters and Editorializing:....,
1967, p. 3)

18

It was also discovered that, in general, television edi-
torializing is more prevalent than radio advocacy, and of the
television stations that editorialize, four out of ten edi-
torialize every day. Furthermore, two out of three radio
stations editorialize between 6 and 9 A.M. and from noon to
3 P.M., and television stations editorialize mostly from 6 P.M.
to midnight with the majority of these television editorials
falling adjacent to newscasts or news blocks. (National Broad-
cast Editorial Conference, Broadcasters and Editorializing:....,
1967, p. 8)

It was also found that owners and managers are more likely
to write, review, and deliver the editorials in radio, whereas
the owner's role is considerably diminished in television. The
television owner or manager will usually clear and review the
editorial and will have it put on the air by someone representing
management's view.

One of the big differences in balance is found in the amount
of rebuttal time demanded on radio as opposed to television.
Only 45 per cent of the radio stations were asked for oppo-
sition time to reply, while 70 per cent of the television sta-
tions were asked for the same. This seems to indicate that
the public realizes that television is the medium with which
to advocate, support or defend. (National Broadcast Editorial
Conference, Broadcasters and Editorializing:...., 1967, p. 9)

Dr. David Berlo, Professor and Chairman of the Michigan
State University Communication Department has had a few things

to say about this practice of editorializing. He feels that

19

all stations should operate under the assumption that all edi-
torials are news. They should provide new information, a new
orientation, and a new outlook to the public (Berlo, 1967,

p. 2)

Dr. Berlo also feels that the placement of wording in an
editorial can effect the balance. That is, any information
put at the beginning or end of a news sequence will have a
higher likelihood of being remembered than information put in
the middle of a sequence. (Berlo, 1967, p. 6)

If a station is going to endorse a political candidate,
contends Berlo, that station should present all sides of all
issues with which that candidate is concerned. He has gen-
erally criticized the media for presenting only those issues
and only those sides of the issues that are in accord with
the station's point of view. Likewise, the media will endorse
only that candidate that tends to espouse nearly the same views
as the station. He feels that this provides for a great imbalance
in the presentation of issues, and it is only through the
presentation of all sides of controversial issues that the mass
media can hope to achieve any semblance of credibility or effectiv-
eness when they decide to advocate. Finally, he advises making
the public aware of issues of which it is not already aware,
presenting all sides of these issues, then editorializing on

them. (Berlo, 1967, pp. 8, 9)

20

As we continue our analysis of various broadcasters
around the country who have been editorializing, we can see
a wide range of philosophies toward the practice. Gene
Dobson; Vice President and Manager of WTVT, Tampa, Florida;
is a firm proponent of editorializing: yet he, like many other
broadcasters, was afraid to do so earlier, because he felt
that he would irresponsibly walk the thin line between
”objective” reporting and advocacy. (NAB, Elements of Editorial-
.igigg, 1962. p. 2) However, he does editorialize now,
because he feels that regular editorial expression makes a
broadcast station a molding community force, prestige accrues
to the editorializing television station, the news side will
gain more depth because of editorial activity, editorial
research will often uncover valuable information for news stories,
and finally he is of the opinion that viewers will attach more
credence to the regular newscasts of stations also having
an editorial opinion. In addition he feels that editorializing
fulfills an F. C. C. requirement -- determining the needs of
the area served by the station.

Mr. Dobson has made some remarks that tend to indicateit
responsible approach to the practice. However, one could turn
his reasoning upside down in one instance. He feels that
editorializing lends more credence to the newscasts. It is felt
that this is rather inaccurate in most cases, because if
people watch the newscasts and feel that the station has
thoroughly researched the editorials, presented all the facts

and ”balancing material“ in the newscasts, then the editorials

21

will be given more credence, not vice versa.

John F. Dille Jr; President of WSJV-TV in South Bend-
Elkhart, Indiana; feels that the broadcaster's arriving at the
decision to editorialize has a direct bearing on the selection
of subject matter. The motivation to editorialize must be
based on the social responsibility doctrine. Broadcasters must
have conviction and belief in what they are advocating.

Dille also feels that all editorials given in a community
must have some local relevance; they must be related to the
local scene. Furthermore, says Dille, a station should not
choose the same subjects as other editorializing stations 1335_
to join the bandwagon. He said that he makes frequent use of
the expository editorial, which merely draws a picture of a
community problem and brings it to the community's attention.
He feels quite strongly that lack of confidence, complacency, and
inertia are the greatest obstacles to broadcast editorials on
a national scale today. (NAB, Elements of Editorializing, 1962,
pp. 4, 5)

Jack Jurey; editorial writer for WTOP-AM-TV in Washington
D.C.; has what appears to be a well thought-out philosophy. He
feels, first of all, that around 250 words is about the proper
length for a good hard hitting editorial. His procedure is to
use films, interviews, panel discussions, and documentaries
(in addition to regular newscasts) to present the factual side
of any controversial issue. None of the above programs advocate
a course of action. After having done this, he will take hours,

days, or even weeks to study the problem, formulate a point of

22

view, and then deliver it. He says he,has had tremendous audience
reactions to his editorials. (NAB, Elements of Editorializing,
1962, p. 6)

John Corporan of WDSU-AM-TV in New Orleans follows an
editorial procedure, which is also very acceptable. Mr. Corporan
has a four-man editorial board to help him put the editorial
together 2211 after lengthy research and factual presentation
of all pertinent facts to the issue. (NAB, Elements of Editor-
ializing, 1962, p. 7)

Mr. Fred Howink of WMALaAM-FM-TV in Washington D.C. says
he has had many experiences with Opposing vieWpoints and that
he would allow and even encourage them to be heard, even if
there was no “Fairness Doctrine”. (NAB, Elements of Editorial-
‘igigg, 1962, p. 11)

Lee Ruwitch; Executive Vice President and General Manager
of WTVJ, Miami; has summarized the whole responsibility area of
editorializing the most succinctly: “I have some apprehension
about irresponsible broadcasters who might return to their
respective communities and editorialize without a real sense
of responsibility: and freedom, someone once defined, is an
opportunity for self-discipline.“ (NAB, Impact of Editor-
ializing, 1962, p. 3) Ruwitch says that for him,gg,satisfact-
ion even comes close to that derived from editorializing.

Ben Strause of WWDC, Washington D. C., feels that the
editorialist is responsible for interpreting events, advocating
just causes, and entertaining his audience. Yet he has a very

different approach to editorializing. He contends that often

23

the best editorial is the one he does gg£_air. For example,

he has had cases where a definite wrong had been committed in
a community involving individuals. Rather than bringing these
embarrassing situations before the public, the station's News
Director merely told the parties that he had knowledge of the
problem and would like to see it cleared up, or the station
would editorialize on it. In numerous instances, the problem
was corrected before it went on the air. (NAB, Impact of
Editorializing, 1962, p. 5)

Finally, W. C. Swartley of WBZ in Boston feels the stations
must be fair and just in their editorializing, remembering they
are agents of the public domain. They must not editorialize
for controversy's sake, says Swartley, and the public must be
made to believe you have thoroughly researched the editorial before
espousing a view. (NAB, Igpact of Editorializing, 1962, p. 10)

However, there is one type of editorializing that many
stations have refused to face and, therefore, have followed a
"hands off“ policy. This is the area of political editorializing.
In a study conducted by the National Association of Broadcasters,
it was disclosed that of the 39 per cent of stations editorializing,
11 per cent editorialize on political candidates. (NAB, Editor-
ializing on Political Issues and Candidates, 1962, p. 2) All
of this indicates that stations conducting this practice are
clearly in the minority. A very recent study indicated that
ten per cent of the total radio stations and nine per cent of all
television stations editorialize. (National Broadcast Editorial

Conference, Broadcasters and Editorializing, 1967, p. 9)

24

At the National Association of Broadcaster's Editorial
Conference held in 1962, Commissioner Ford said he felt that
broadcast stations had a duty to present all kinds of editorials,
including political, to round out their public service commitment.

Mr. Ewald Kockritz of Storer Broadcasting felt that
broadcasters should do more than just support a candidate. It
should be done on a selective, systematic basis and done with
good reason, i.e. supporting a candidate may be the natural
result of several previously run editorials on given topics
of a political nature. (NAB, Editorializing on Political
Issues and Candidates, 1962, p. 6)

Mr. Anello, a member of the NAB General Council, feels
that opposing candidates not favored in an editorial should
be sent a script of the editorial and told that the station
will make its facilities available. Most broadcasters seem
to be in agreement that editorializing on a political candidate
the night immediately before an election is a very poor practice
because of the obvious lack of time for any opposing candidate
to reply. (NAB, Editorializing;on Political Issues and Candidates,
1962, p. 8)

The problem of aChieving balance by an advocating television
station has been very real in the mind of former NAB President,
Le Roy Collins. In a dynamic speech to the North Carolina Ass-
ociation of Broadcasters, Collins warned gll_broadcasters against
the "irresponsible few“ in broadcast editorializing. It is these
"few", says Collins, that are destroying the privileges of all

the rest. He contends, therefore, that this very real threat

25

is not from outside the broadcast industry, but from within.
Self-regulation is the real cure for this ailment. (Egggg:
casting Magazine; June 18, 1962; p. 60)

From the Congressional arena, there seems to be a
"Warming trend” toward broadcast editorializing. There seems
to be a general feeling that electronic journalists have as
much right as the print journalists to editorialize. It is
also generally admitted in Congressional circles that the
commentary is an individual opinion (not necessarily management's)
and, therefore, is harder to label formally. (Seavey, 1967, pp. 2,
3) Furthermore, most Congressmen feel it is good to editorialize
‘ggly as long as both sides of the issue are presented. This
very problem of imbalance is seen by some Congressmen as
presenting itself in the area of riot coverage, both in editor-
ializing and other areas. They feel that extremist views are
taken too often without using enough, if any, counterbalancing
material. (Seavey, 1967, pp. 9, 13) Later in this chapter we
will examine the area of conflict between Negroes and the news
media as well as a possible balance problem in Vietnam War
coverage.)

Former F. C. C. Chairman Newton N. Minow has long been
an advocate of broadcast editorializing. He feels that the
broadcaster has a duty to present many voices, sources, and
viewpoints, and to express them responsibly if broadcasting
is to take its place within “the communications firmament'.
(Minow, 1964, p. 151) Broadcasting's great challenge, says

Minow, is to present news, views, and documentaries to the

26

public in the proper balance and proportion. The more voices
that are heard discussing and debating issues, contends Minow,
the better it will be for the American people. He is of the
school which says that the broader the exposure of the American
people to all sides of issues, the more informed and better
able they will be to make decisions. One of Minow's beliefs
is that broadcasters should air the so-called unpopular, min-
ority positions, because they may at some time be majority
positions. (Minow, 1964, p. 158) It is felt, however, that
this may only be true in a few instances, and it probably
should not be taken with the seriousness that Mr. Minow intended.

Now let us turn our attention to the broadcasters' handling
of two very serious problems, which has come under great
criticism from many Americans, political and otherwise. At the
time of this writing, both problems are confronting the broad-
casters head-on, and many do not know how to handle them. These
two controversial areas--minority unrest and Vietnam war coverage--
are often treated in one-sided presentations with a great lack
of understanding by the media of these problems. Here the
balance is upset simply by this lack of knowledge, understanding,
and perspective—~three definite prerequisites to any main-
tenance of balanced broadcasting.

In broadcast coverage of the controversial Vietnam war,
we see an imbalance occurring between the coverage of the
"blood and guts" aspects and the more subdued non-combat
aspects (the so-called "other war"). (Zeidenberg, January

1968, p. 28) This appears to be a major criticism, since

27

about 60 per cent of Americans rely primarily on television
for Vietnam news. The balance problem may be readily seen
when we learn that many decisions as to what part of the
Vietnam film is broadcast are made by network and local
statiOn officials who have been in Vietnam either in a
combat or non-combat capacity. The reasoning is that these
persons are considered to be the best qualified and most
knowledgeable of what is really representative of the total
Vietnam conflict. There is, indeed, a possibility that the
"ethos" argument may not be as valid here as in many other
areas of American life, because the possibility of "sensation—
aliSm" is still ever present. These individuals may be better
qualified to judge what is really representative of the Vietnam
picture, but there is still an overabundance of the combat as—
pects of the war and very little of the non-combat aspects.
Therefore, there is still the possibility that even though these
officials may be better qualified to judge what is really rep-
resentative of the Vietnam action, they may not be putting
this knowledge to use. The overabundance of ”combat"
reporting may be due to sensationalist tendencies somewhere
in the decision—making process. Of course, there may be other
variables which have been completely overlooked.

We see a similar problem in the coverage of minority
groups, where the most exciting is not always the most
representative. We can see one type of this imbalance in

the form of Negroes being given very little or no coverage by

28

the mass media. One example of this particular problem occurred
in St. Louis, Missouri, where that city's Negro leaders pro-
tested to the F.C.C. that inadequate attention was being given
to Negro ghettoes and their problems by three St. Louis radio
stations. The Negroes' complaints were basically that the

news coverage was so small as to be inconsequential and wholly
inadequate. (Broadcasting Magazine; July 1, 1968; p. 40)

There are also some other ways in which the mass media
have not given the proper perspective of the minority problem.
During the summer of 1967, violence broke out on city
streets throughout the United States, and often the term “riot"
has been used indiscriminately to mean "racial disorder“,
racial imbalance, black-white incompatibility, etc. Hence,
in a report issued by a Presidentially appointed Riot Commission,
the broadcast media had one portion devoted specifically to
them and their actions during the "hot summer of 1967". As
strange as it may seem, not all of the broadcast media's actions
were considered bad or improper; in fact, the Commission com—
mended the media for behaving the way they did in certain in—
stances. Yet, there was one major conclusion made by the Riot
Commission that deserves attention in this thesis, as it relates
directly to balance, perspective, and emphasis in reporting
racial matters. The Commission concluded: "Television cov-
erage tended to give the impression that the riots were confron-
tations between Negroes and whites rather than responses by

Negroes to underlying slum problems." (United States Riot

29

Commission, March 1968, p. 369) In this case, we can't

really say that the coverage was overabundant generally or in-
adequate generally, but we can say that in some instances the
coverage emphasized the wrong things at the wrong times. This
naturally provides an imbalance derived from a lack of un-
derstanding by the media of the true problem. This is another
glaring example of a need for improvement in presenting the
whole story as it i§_in relation to all of the elements
involved.

Broadcasting_and the "Fairness Doctrine"

 

In the report issued by the F.C.C. on June 1, 1949, that
reversed the "Mayflower Decision", these remarks were made by
the Commission: (NAB, Editorializinngn Political Issues and

Candidates, 1962, p. 3)

 

"...it is evident that broadcast licensees have an affir-
mative duty generally to encourage and implement the
broadcast of all sides of controversial public issues
over their facilities...."

This is the "price" that broadcasters had to pay for edi-
torializing. This should not be construed to mean that all
broadcasters consider it a price, because a little earlier in
this chapter we saw that an administrator believed in pro-
viding balancing material for newscasts whether there was a
"Fairness Doctrine“ or not. No matter how we View this
situation, however, all opposing vieWpoints must be heard,

if a station decides to enter the field of advocacy.

In this brief section then, let us examine the “Fairness

30

Doctrine" as a legal entity, and various attitudes toward it.

Mr. Charles DeBare, who is the Director of Legal and
Business Affairs for the ABC Owned and Operated Radio and
Television stations, defines the "Fairness Doctrine" in this
way: (DeBare, 1967, p. 3)

"...it deals with the discussion of issues and

provides that if a broadcast licensee permits its

facilities to be used for the discussion of a con-

troversial issue of public importance, it must

afford a reasonable opportunity for the presentat-

ion of conflicting views on that issue...."

DeBare feels that the broadcaster has the responsibility
of deciding what is controversial and of using "good faith and
reasonable judgment on each set of facts in each specific caSe”.
He further states that the "Fairness Doctrine“ deals with
controversial issues, not political candidates, and, therefore,
it should'ggg be referred to as the "equal time law“. In
fact, he feels that the phrase "equal time" should be ommitted
from any discussion of the "Fairness Doctrine".

Mr. DeBare makes the usual distinction between "Section
315" and the "Fairness Doctrine," but he does underscore one
important difference. "Section 315" does not require a licensee
to "seek out", as it were, the opposing candidates, but the
"Fairness Doctrine" requires the licensee to do something
to insure that the opposing viewpoints are heard. Along these
same lines, we can see that with the "Fairness Doctrine” the
broadcaster can choose who will be the spokesman for the

opposition, whereby with "Section 315" the broadcaster can

not necessarily choose who will be the spokesman for the oppos—

31

ing political viewpoint. (DeBare, 1967, p. 4, 6)

DeBare feels that a broadcaster can use any format in
presenting controversial issues, providing it is fair and
balanced. However, he also is of the Opinion that in some
stations there is really no need for a rebuttal under the
"Fairness Doctrine", because these stations provide for all
views surrounding controversial issues to be expressed in
various programs such as documentaries, "news specials“,
panel and discussion programs, newscasts, etc. (DeBare, 1967,
p. 4, 8)

The question that many broadcasters ask and the problem
that many face deals with how they can editorialize without
feeling shackled by the "Fairness Doctrine“. Charles DeBare
concludes his discussion by answering this very question.

He feels that if a station remembers the "public interest“
and remembers that he is a public servant, licensed for that
purpose, he will not feel "caged" by this legal clause. In-
stead his instincts will tell him to naturally inform the
public of gll_sides of controversial issues. In this way,
he will view the practice as a responsibility, not an
onerous undertaking. (DeBare, 1967, p. 9)

To conclude this discussion of the "Fairness Doctrine,“
let us now examine one of the newest challenges to face the
broadcast industry in this area. When the “Fairness Doctrine“
was first set forth it was felt that the application would
be made only to news events. However, this doeslgg£_hold

true at the present time, as this Doctrine has now been

32

applied to the commercial segment of broadcasting in general
and cigarette advertising in particular. This new develop—
ment all began when a young New York attorney, John Banzhof,
filed a complaint with the F.C.C. against WNBC in New York.
The complaint charged that this station was not balancing

its cigarette advertising (which he considered to be a form
of advocacy) with its anti—cigarette smoking announcements.
Naturally the American Cancer Society had been putting
pressure on the broadcast industry to run more public service
announcements against smoking, but the "Fairness Doctrine" was
not intended for this type of application. Yet, this young
attorney had always sided with the minority faction of the
F.C.C. in questions involving the extension of the "Fairness
Doctrine" to cigarette advertising, because he felt there was

an imbalance in this area. (Broadcasting Magazine; June 17,

 

1968; p. 38)

This is clearly a real threat to the broadcasting in-
dustry, because if the "Fairness Doctrine" can be legally
applied to commercials, it may be conceivable that it will
be applied to more "fringe" areas in the future. The
“Fairness Doctrine" can be lived with and in many cases is
used as part of the natural procedure of handling controver-
sial issues. However, if the Federal Government persists in
applying this Doctrine to areas other than news, there might
be a tendency to revolt against the very purpose of the

"Fairness Doctrine" as it was originally stated.

33

The final section of this chapter will examine the
general attitudes of the public toward broadcast editorial—
izing and the trend that has come about. There is very
little information available about the general public attitude
toward editorializing, and this next section will lay the
groundwork for the more specific analyses, which appear in
later chapters, of the public image study conducted in one
Michigan market.

General Public Image Trends
Toward Editorializing

 

"When controversial matter is fairly and calmly

presented, the public recognizes it for what it is

-- an effort to illuminate rather than to agitate..

..Te1evision and its use of editorials can fight

the battle against ignorance, intolerance, and

indifference on the part of the American public."

(Murrow, 1958, p. 3)

This statement was made by Edward R. Murrow in 1958. It
simply gives some guideline as to how people will "View"
controversial matter when it is presented in its proper
perspective with the proper background and the proper emphasis.
But how do the viewers really feel about editorials? Do
they believe them? Do they put faith and credence into
the editorials and the editors? How does the general
public image of broadcast editorials stack up against news-
paper editorials?

First of all, let us examine the trends in broadcast news

and editorials. Roper Research Associates tell us that

television has increased its believability from 29 per cent in

 

34

1959 to 41 per cent in 1967, while newspapers declined on
this variable from 32 per cent to 24 per cent during the same
period. (Roper Research Associates, 1967, P. 11) Hence,
television appears to be the more believable source over
newspapers by nearly a two to one ratio. Naturally, this
demonstrates very clearly the increasing responsibility that
has accrued in recent years to broadcast news departments,
particularly television.

The Roper Associates have also attempted to ascertain
the public attitude toward television's "newer" services.

For example, it was found that the percentage of people
feeling that television stations should editorialize had
increased nine per cent in 1967. (ROper Research Associates,
1967, p. 19)

Roper's Associates further discovered that more local
television stations have broadcast editorials over the three-
year period-- an increase of 14 per cent from 35 in 1964 to
49 per cent in 1967. (ROper Research Associates, 1967, p. 19)

In 1967, Mr. Roper added some new questions to his
survey that were not present in his earlier studies. All
of these new questions dealt with editorializing on
political candidates, a specific area that had not been tapped
by any research organization prior to this study. The first
question in this series asked if television stations should
recommend political candidates as newspapers do, provided

they state that it is an editorial. Of the total respondents,

35

17 per cent answered "yes". This answer meant “yes" without
.ggy_qualifications, except that the station had to state it
was an editorial. When asked if television should recommend
candidates but should be required to offer "equal time” to
spokesmen for the opposing candidates, 37 per cent of the
public answered in the affirmative. Finally, 37 per cent of
the respondents felt that television should.gg§ recommend
political candidates, while nine per cent didn't know or didn't
answer. (Roper Research Associates, 1967, p. 20) Therefore,-
if we add the percentage of people wanting television to edi—
torialize with their only stipulation that the editorial be so
labelled, and the percentage of people wanting the opposition
to have "equal time", we arrive at54 per cent of the people
having a positive attitude toward television's recommending
'political candidates (with or without qualifications), while
37 per cent tend to take a negative view of ggy candidate
endorsement on television.

By the above analysis of general public image trends in
editorializing, we can conclude that the public is, indeed,
more than "luke warm" toward broadcast editorializing. Also
this warm public feeling toward editorializing is not static;
it is dynamic and becoming stronger each time the public is
polled. People seem to want television to be active in
and to take part in community affairs.

Briefly then let us summarize what we've said thus far

in this first chapter. It goes without saying that the entire

36

subject of broadcast advocacy and balance is a very important
one in our complex society, where there is an increased input
of information and much more opportunity for confusion. It
can be safely concluded that balance mg§t_prevail in all news
programming before a station can editorialize and have the
people believe these editorials. This means that straight
news stories, news analyses, commentaries, and documentaries
must all be factual, containing information in support of all
sides of the issue. After this balance has been achieved,
then, and only then, can we editorialize and be reasonably
assured that the editorials will be more credible to the
viewers. This, of course, means that the other variables
such as manpower, responsibility, and finances must all be

up to standard. It is felt that this conclusion would also
apply to political advocacy, a very challenging endeavor.

We then took a brief look at the “Fairness Doctrine“ and
saw how it was being applied in broadcasting. We also dis-
covered that today this Doctrine is possibly being abused,
as it is presently being applied to the broadcasting of
commercials. .Many stations are living with this Doctrine as
though it were merely the legalization of a necessary activity,
while others are neutral or Opposed to it.

Finally, we saw how the public feels about the believabil-
ity of television news, television editorializing generally,
and the endorsement of political candidates. In the first

two areas there have been significant increases, and the

37

third area has over 50 per cent of the respondents taking a
favorable attitude toward the question.

It is this very change in general public Opinion, there-
fore, that has prompted this author to consider in detail the
reactions of the public toward television editorializing on
the local level. That is, we must break down into finer
elements the general increase in the national public accep-
tance Of editorializing. We must attempt to analyze and
determine how seriously this new body of data should be taken.
It is no longer felt that this general trend should be ig-
nored, particularly in the local areas.

We must look at this independent variable of editorializing
and decide whether or not it tends to be a siggificant variable
among many that may enhance the public image of a television
station. Furthermore, we will attempt to compare the results
of questions dealing with editorials with those of questions
'concerning local news to see if there is a correlation
between the two news elements. Along with these attempts, we
will also examine the attitude of the public toward editorials
dealing with community problems. In other words does the
public really feel that editorials are worth having on tele-
vision? These are the points that will be stressed in the

hypothesis which follows.
The Hypo thes is

If a viewer reacts favorably to a television station's

38

non-editorial news programming, and if that station's
editorials are, in fact, controversial and of direct
concern to each area viewer, then editorializing will
enhance the public image of a station as a community
agent.

Definition of Terms

"viewer reacts favorably“--the act of a viewer of a given
television station being for the most part satisfied
with most of the programming emanating from that station

"non-editorial news programming"-—all information and general
programs labelled as newscasts that are non-opinionated
on behalf of the station, its staff, or other interested
parties of the station '

“editorials"--the statement of an opinion on an issue

"controversial"--pertaining to an issue containing more
than one side or opinion

"enhance“--to raise or make greater in value, desirability,
or attractiveness

"public image"--the way the population of the defined
research area feels about the station "in toto";

the reaction of the public to the television station

in question
"community agent“--a station that places its emphasis on

the surrounding community and involvement in the

community; a station that is felt by the public to

serve the "community interest"

It is felt that the results of this study will be helpful
to many administrators in the broadcasting industry. Many
stations, both radio and television, have spent a great deal
of money in hiring editorial researchers, special editOrial
reporters, and in some cases special persons to sit on an
"editorial board" which passes judgment on certain editorial
topics and the wording of these editorials. The broadcast

industry then should be made aware of how these editorials

39

are being received by the public.

In the next chapter and throughout the rest of this
thesis, we will examine the public attitude toward editorializing
in the research area. We will not examine editorializing
solely in a vacuum, however, as we want to determine how it
interacts with the other local news and public affairs
elements within each station. First let us examine the

community, its people, and its geographical setting.

CHAPTER TWO:
THE GEOGRAPHICAL RESEARCH AREA

The city of Grand Rapids, Michigan, was chosen as the
research area for this study. In selecting this city, many
different variables were taken into consideration, a few of
which will be outlined in this chapter.

Grand Rapids is located on the western side of the state.
It is the third largest city in Michigan, with Detroit and
Flint being the only larger Michigan cities. Grand Rapids
has a wealth of industrial resources, particularly furniture—
making, and this explains the city's nickname, "The Furniture
Capital of America". Other industries in the area include
metal, lumber and paper products, machinery, paints, refrigera—
tors, automobile parts and accessories, and plumbing fixtures.
(Crowell-Collier Educational Corp., 1967, p. 171)

The population of the Standard Metropolitan Statistical
Area (SMSA) of Grand Rapids is about 450,000, including Kent
and Ottawa Counties. The city is a popular convention site,
and many newsworthy events occur within the area.

This city is also a busy transportation junction,
containing major highways such as Interstate 96, U.S. 131,
M—21, M+37, and M-45. The city also has access to a large

airport serving most of western Michigan—-the Kent County

40

41

Airport.

The city has a very adequate mass communication system,
which will be examined in more detail in the next chapter.
The city has two television stations licensed to it--WOOD
and WZZM—TV. Both studios are conveniently located near
the downtown area. There is also a third station serving
the area which is licensed to Kalamazoo, a city of about
100,000 population located some 35 miles from Grand Rapids.
The signals of all three stations tend to be about equal
in strength, and all three major networks are represented.

This particular city was selected, first of'all, because
of the types of television stations penetrating that area.
That is, two of the three stations editorialize, while the
third one does not. This would enable the making of
comparisons between the stations, using editorializing as an
independent variable. Secondly, it was found that all three
stations have strong local news departments, enabling the
treatment of these three stations as strong competitors on
many different scales. Thrirdly, this city is large and
active enough to classify it as a "newsmaking metropolis“,
making it a good setting in which to study the television
stations and their behavior, particularly in the news arena.

At first glance, this western Michigan city might look
like any other city of comparable size, but indeed this is
not the case. Grand Rapids, unlike many other communities,

is quite conservative in its outlook toward most things. It

42

encourage conformity on a large scale and hails tradition

as a great teacher. In talking to many persons from the
Grand Rapids area, however, the impression was received that
the community is beginning to lose some of its conservatism.
Some people attribute this liberalization to the broad-
casters in the area, who have advocated some changes in
local government policy and in other areas. Whether or not
the broadcasters are really this influential, can not be
stated with certainty because of a lack of evidence in this
area.

Grand Rapids has another somewhat unique feature which
appears to carry a lot of influence in the way these people
behave. Information derived from visits to the city and
questionnaires shows that the community is quite religious, and
it holds these values to be of supreme priority. One of the
largest religious sects in that area is the Dutch Reformed
Church. This is only natural since a rather large proportion
of the population is Dutch, German, and Scandinavian.

The stronger religious sects don't hesitate to inform
inquirers that they are strict adherents to the "pure and
wholesome life". That is, many of them do not even own
television sets, because they feel that they are the works of
“satan”. They further feel that television contaminates the
mind by its emphasis on violence and completely negates God's
teachings of brotherhood and love. If any of these people do
own television sets, they will watch ggly religious and

cultural programs; i.e. "Billy Graham," “This is the Life," "The

43

Catholic Hour"; "fine arts" festivals; etc. These individuals
have no use for local news, national news, editorials, or
,ggy_electronic entertainment.

Indicative of the conservatism of this community is
a true story that was related by a graduate school colleague
who has lived most of his life in Grand Rapids. He said that
a friend of his had moved to Grand Rapids from a typical large
community, and one Sunday morning he got his lawnmower out
of the garage, started it, and proceded to mow his lawn.
Apparently the mower had not been running more than 30
seconds, when several of his surrounding neighbors came over
to his yard and formed a circle around him. He turned off
the mower and asked what was wrong. They promptly informed
him that in that particular neighborhood and in Grand Rapids
generally, the residents do gg£_mow their lawns on Sunday!
They were very emphatic with their demands, and there was
no room for misunderstanding. He, therefore, put his
machine back into the garage and went into the house to read
the Sunday paper. It was later discovered that the community
frowns upon'ggy_business being opened on Sunday, including
super markets and drug stores.

There is one other characteristic that should be
mentioned. It was found that most of the people have lived
in Grand Rapids for four years or longer, and they plan
to remain there for three or more years. In fact mggy
respondents indicated they had lived there most of their

lives and would continue to live there forever! There was

44

an over-whelming percentage of people in these categories,
and the phenomenon will be discussed further in a later chapter.
. It was mentioned earlier that Kalamazoo, Michigan, is
located about 35 miles from Grand Rapids. There are also
several other cities that are within 75 miles of Grand Rapids-—
Holland, Muskegon, and Battle Creek. Holland is a heavily
Dutch populated community; Muskegon is a medium-sized port
city on Lake Michigan; and Battle Creek is a city famous for
the packaging of cereals. These three cities are all of
paramount importance in discussing Grand Rapids and the three
area television stations.

Grand Rapids also has several suburban areas which figure
into this study and are significant in discussing the viewing
area of these stations. Some of the larger suburbs include
Wyoming, Comstock Park, Grandville, Walker, and East Grand
Rapids.

This will give us some idea as to the make—up of the
Grand Rapids area and several of the unique features that
we can keep in mind in studying the television stations
and their public image. In the next chapter we will look
specifically at the three area television stations and analyze
their function in the community, their backgrounds, and

especially their respective news department philosophies.

CHAPTER THREE:
THE GRAND RAPIDS AREA
TELEVISION STATIONS

Before the questionnaires were sent out to the population
sample, it was necessary to interview the News Directors of
the three Grand Rapids area stations to discern if there were
any variables in their programming that might influence the
respondents. Some of these variables included strength of
transmission signal; color transmission; elaborateness of
the news and editorial presentation; placement of news,
weather, and sports within the news block; etc. It was felt
that after having known these possible influential variables,
one could construct a questionnaire designed to bring out any
possible public opinion that may exist toward these variables. The
purpose of this chapter then is to take a look at the three
stations from this standpoint, keeping in mind these and other
possible variables.

As was mentioned in the previous chapter, Grand Rapids
has a total of three television stations penetrating that
community, two of which are licensed to the city and the third
of which is licensed to Kalamazoo. The two Grand Rapids stations;
WOOD-TV, channel 8 and WZZM-TV, channel 13; are affiliated

with the National Broadcasting Company (NBC) and the American

45

46

Broadcasting Company (ABC) respectively. The Kalamazoo station;
WKZO-TV, channel 3; is affiliated with the Columbia Broadcasting
System (css).

As to the reception of these stations by the Grand Rapids
residents, it seems to be very good. However, something should
be said about location of the transmitters to outline the
coverage areas of all three stations. The WOOD transmitter
and that of WKZO are quite close together; hence, their cov-
erage areas nearly overlap. Both stations reach Grand Rapids,
Kalamazoo, Battle Creek, Holland, and other communities. On
the other hand, WZZM has a very serious transmission problem.
Its transmitter is located northwest of Grand Rapids toward
Lake Michigan. About half of their signal covers Lake Michigan
with the other half including Grand Rapids.and northern areas.
They do have a translator in Muskegon, however, to help boost
their signal. They seem to cover Muskegon about the best of
any of the stations, and they even have a separate studio
in the community to cover its events.

Before examining each individual station, however, let
us take a look at the general placement of these stations
within the community. First of all, WKZO, and WOOD have been
serving the area the longest; both were "pre-freeze" stations.
WZZM is the newest station, having been on the air since
November 1962. WOOD is the oldest Grand Rapids station,
and, as we might expect, is the most conservative of the sta-
tions. It was predicted before beginning this study that

WOOD would have a large audience loyalty, and this was cer—

47
tainly the case.
We will now analyze each television station penetrating
that area, including the ownership of each station, its gen-
eral news policies, and its editorial policies (if it edi-

torializes).
WKZO-TV

In the broadcast industry, we find that many owners are
also involved in other interests; indeed, this is the case
with WKZO-TV, channel 3, Kalamazoo. WKZO-TV is owned by Mr.
John Fetzer, who also owns a major league baseball team, the
Detroit Tigers. Mr. Fetzer's broadcast organization (Fetzer
Broadcasting) is composed of three AM stations, 2 FM stations,
and 5 VHF TV stations.

WKZO-TV has a total employment of 100; however, some of
these people also work in radio.

Mr. Fred Douglas is the News Director of WKZO-AM-TV, and
he is the gentleman with whom this author corresponded. He
said there were six major departments within the television
facility: 1) News Department, 2) Public Affairs Department
(separate from but cooperative with the News Department),

3) Film Department, 4) Engineering Department, 5) Television
Production Department; and 6) Sales Department. The "Engineer-
ing Department'is the only one that is unionized.

Mr. Douglas stated that the present lines of responsibility
,from the News Department to the higher administrative organs
have been in existence since 1963. Since that time, the

News Director has been responsible to the Operations Director

48

and the Television Manager.

Mr. Douglas described his duties as "mainly administra-
tive in directing the efforts of the staff organizationally
and policy-wise“. His only "on-the—air" appearances include
his hosting of an in-depth news interview on radio twice per
week; his delivering an editorial on radio a couple of times
'a week; and his hosting Of an in-depth panel news interview
show on television once a month.

The station broadcasts in full color: local, live, film,
slides, and network. However, they possibly do not use as
much color film as they are capable of using because of the
necessity of sending it out for processing. This is both time-
consuming and expensive, according to Mr. Douglas.

There are nine full time news and sports people employed
plus one part time employee, ranging from 21 to 45 years of
age. All of these people can write, edit, report, and film.
In fact, if any of these people can not do gll_of these things,
he is trained until he.g§g. Douglas said that from one to
four persons would ordinarily cover a story, depending upon
whether film was used and then whether it was silent or sound
on film (SOF). Two color polariod cameras are also used
for stories requiring still photographs.

This particular research period occurred less than one
year after the 1967 Detroit riots. Therefore, it was felt
that it would be important to inquire into the policies of
the Grand Rapids area television stations to determine their

handling of riot situations. In the case of WKZO, Mr. Douglas

49

saidthat the first step is to gain a confirmation or denial
of a reported “civil disturbance" from the chief of police,
sheriff, or State Police. If the disturbance is confirmed,
there will be no mention of the problem "on the air" until

a news crew has been dispatched to the scene. This crew,
according to Douglas, consists Of two newsmen and for security,
an armed, plainclothesman. The WKZO policy on reporting
this disturbance to the public is as follows: If, and only
if, the disturbance has mushroomed out of control and if in
the opinion of the News Director the disturbance has reached
riot proportions and is of direct and immediate danger to
‘persons in or enroute to the area, then the Fetzer organiza-
tion will report fully on the disturbance as it is happening.
Otherwise, it will be withheld from the public until the
disturbance is quelled.

WKZO subscribes to the Associated Press, and they use
approximately 80 per cent of the material on the state wire.
Nearly all of this material is rewirtten for television use
and is given a local "slant" whenever possible.

The newscasts, both local and network, are spread through—
out the day. The network newscasts are from 7:30 to 7:55 A.M.;_
12:25 to 12:30 P.M.; 3:25 to 3:30 P.M.; and 6:30 to 7 P.M. The
local newscasts are from 7:55 to 8 A.M.; 1:20 to 1:30 P.M.;

6 to 6:30 P.M.; and 11 to 11:30 P.M.

The local news blocks at 6 and 11 P.M. are arranged dif-

ferently. WKZO leads off with sports from 6 to 6:05 P.M.,

followed by weather from 6:05 to 6:10 and business news from

50

6:10 to 6:15, and the half hour is concluded with state and
regional news from 6:15 to 6:30. At 11 P.M. they begin with
all levels of news from 11 to 11:15, weather from 11:15 to
11:20, and sports from 11:20 to 11:30. There is a heavy
concentration Of local news concerning only Kalamazoo. The
News Director said that usually as many commercials were run
as the NAB Television Code will allow during both blocks.

The set for both major local news blocks is highly
visual. This included a dominant blue setting with an impressive
desk arrangement. Four men are used during each of the two
major local news blocks. The six and eleven o'clock formats
are the same except for a reduction of the business news at
11 P.M.

The pre-emption of programming time for special news
events such as documentaries and news bulletins was a topic of
special interest. Douglas said that under most circumstances
he had the power to do so. When it comes to pre-empting time
for documentaries, the News Director and the Public Affairs
Director make arrangements and have joint powers in the
pre-emption.

On the topic of documentaries, WKZO has done some very
impressive ones, dealing with tOpics from Job Corps riots to
tornado problems. Documentaries are usually done once every
couple of months, varying according to need, as determined
by the News Department. During the research period of this

project, WKZO did a documentary on race relations in Kalamazoo,

51

delving into past race skirmishes in that city. It was run
adjacent to one part of a CBS Summer 1968 documentary series
titled "Of Black America".

Of the three Grand Rapids area television stations, two
editorialize and one does not. WKZO—TV is the station that
does not indulge in the practice. Douglas was asked why
he did not feel it necessary to editorialize. He said that
WKZO-AM does editorialize quite often but that the television
station does not do so for various reasons. First of all,
WKZO—TV used to editorialize and they have considered doing
it again. However, it was his feeling that there were many
questions a News Director had to ask himself before beginning
this practice, one of which concerns the station's involve-
ment in local affairs. He then questioned the advisability
Of stidking only to local topics and some state topics.
Finally, he was skeptical of some of the latest Supreme
Court decisions concerning opposition replies under the
"Fairness Doctrine". He did not feel that the Court was
always consistent in its decisions, and this vacillating did

not give editors firm ground on which to stand.
WOOD—TV

This station is not only the oldest of the three stations
being analyzed in this study, but it is also the largest,
both in financial and employment terms.

Along with WKZO-TV, WOOD was one of the "pioneer, pre-

freeze stations", which began broadcasting on August 15, 1949.

52

It Operates on channel 8 and is affiliated with NBC. This
station is owned by Time-Life Incorporated and has retained
that ownership since 1957. This, of course, is the same
ownership as Time-Life Publications in New York.

Time-Life Incorporated owns four AM stations, four FM
stations, and five VHF television stations spread over the
United States. WOOD-AM—FM-TV are the only Time-Life owned
stations in Michigan, however. The television station broad—
casts in full color.

The television facility alone employs about 90 people,
20 Of whom are active in both the radio and television news
departments.

Within the television facility there are eight major
departments below management: 1) Sales, 2) Engineering,

3) Programming, 4) Production, 5) Traffic, 6) Continuity,
7) News, and 8) Public Affairs.

The News Director, who was the research source for
WOOD—TV, is Mr. Richard Cheverton. In terms of responsi-
bility, the News Director reports directly to the General
Manager of Radio and Television for matters concerning
policy, and he reports to the Radio Manager or TV Manager
'for all other matters.

Mr. Cheverton defined his duties as basically adminis—
trative with little air work. He is frequently sent around
the world to participate in broadcast projects in addition to

his local duties. He delivers most (over 95 per cent) of the

53

WOOD editorials, and he is the only spokesman for management in
these matters. He also participates in some documentary
writing when his assistance is needed.

There are about 20 persons in the WOOD-TV News Department
at the time of this writing; however, Mr. Cheverton said that
plans were underway for an expansion program in his depart-
ment. This included the services of a Negro trainee. The
ages of the news personnel ranged from 21 to 52 years.

The News Department is active in the community in terms
of being aware of community needs, wishes, and over-all
problems; however, the news personnel are not encouraged to
join any clubs or organizations, whereby their reportorial
objectivity might be hampered in certain instances. They do,
however, make personal appearances at group meetings, and
their roles as reporters are recognized as such by the community.

In the case of WOOD-TV all of the news personnel are trained
photographers, writers, editors, and reporters. Versatility
is important, so that.ggy_newsman can tackle,ggy_type of news
story. From one to four people will cover a story, depending
upon its importance and the amount of equipment used.

WOOD has a very efficient news car system. That is,
they have one leased car that is specifically designated
as a WOOD news car, and they have one regional reporter.
However, most of the other newsmen use their own cars, all
of which are equipped with two-way radios. Some of these

cars also have police monitors.

54

Since WOOD is owned by Time-Life Inc., they have a
three-man Washington Bureau that works closely with all the
'Time-Life stations on national issues. Outside of this
major contact and the NBC Network, however, most of the
WOOD news is of a state and local nature. Even in this case,
there is more local news than anything else.

WOOD has at its disposal Associated Press broadcasting
and newspaper wires in addition to sports and weather wires.
Most (95 per cent) of this material is rewritten for clarity
and understanding in broadcasting.

Before examining the local newscast scheduling, a rather
unique phenomenon in this station's news reporting that is
very uncommon in medium to large market stations should be
explained. The on—the—air reporters at WOOD are not members
of the news staff, but the Program Department. When asked
how he felt about this practice, Cheverton said that he
could not fully agree with it but that he did see management's
point—of—view. His theory is that since the newsmen gather,
‘write, and edit the stories, they are the best qualified
people to report these stories. They can use effective
‘wording, understanding fully what it means and why it is
being used; they also are knowledgeable of what should be
emphasized. Management's theory is that the programming
people look better on camera; they can spend more time on
putting across this “personality" image, and if they work

closely with the news department, they won't have any problems

55

“reading" the news. The News Director said that WOOD is very
fortunate at present, because it does not have a unionized
Program Department. They have been unionized in the past but
have managed to exist without one in recent months.

In terms of local news scheduling, WOOD had four local
newscasts per day, three of which are at least 30 minutes in
length. The first local newscast is from 8:25 until 8:30
A.M. during the "NBC Today Show". The second one is from
12:30 until 1 P.M. The third newscast is 60 minutes from
6 until 7 P.M. However, at the time of this survey, they
were in the process of converting from the 30-minute to the
60-minute local news block; therefore, this survey will basically
reflect the 30-minute format. The fourth and final local
newscast is from 11 until 11:30 P.M.

The local news set is also quite elaborate, having some
of the same basic features as that of WKZO. It consists of
a semi-circular panelling with a blue backdrop. Contained
*within the set is the time of the newscast. There were three
men on camera for the two evening newscasts under the 30-minute
format, beginning with weather, sports, and then news at 6 P.M.
At 11 P.M. the sequence was weather, news, and sports.

The number of commercials run during both the 6 and
11 P.M. local news blocks is based on demand and the NAB
Television Code. Mr. Cheverton said that almost every
evening's local news blocks contained eight commercials for

each block, the NAB maximum.

56

WOOD-TV also does documentaries, most of which focus on
community problems. Cheverton is active in the production of
most of these documentaries which are produced and broadcast
about five or six times per year. Some of the past documen-
taries have been on national and international issues as well
as local ones. Some past documentary subjects have included
civilian medical problems in Vietnam; Grand Rapids civil
rights; Kent County's crime rate; local, state, and national
politics; Kent County medical problems; etc. Mr. Cheverton
has little or no trouble in pre-empting time for documen-
taries, as it is usually his own decision, unless it conflicts
with major station policy, in which case he consults with the
WOOD-AM-FM-TV General Manager.

WOOD has long been an interested party in the affairs
of the Grand Rapids public. In the News Director's opinion,
this is one of the basic considerations that dictated his
decision to editorialize, a practice which he has handled
since the early 1960's. Cheverton has felt that stands must
be taken on issues to acquaint the people with facts concerning
their community. Therefore, he feels his chief editorializing
goal is not to advocate or persuade,‘but to make people aware
of the problem so that they will reach the obvious conclusions
themselves. This is not to say, however, that WOOD editorials
will not offer suggestions. The editorials have direction
and intent built into them, and the public is made to see the

problem.

57

The News Director has also been quite critical of the
local Grand Rapids Press. He feels that the editorial Opinions
of this newspaper are often too "one-sided" without a real
effective news background. Therefore, this lone editorial
opinion has to be countered at times; in his words, "...I
want to give the people a choice....“

A great deal of interest was taken in the source of
ideas for his editorials and also whether or not he indulged
in political candidate advocacy. To the second question,
he answered, "No". He feels that broadcasters are not on the
air to help choose political candidates or to identify with
a political party. He does, however, editorialize on
political issues facing the community, regardless of the
candidates involved with the issues. He said that he always
wants to tend toward objectivity in the entire political
realm.

The first question about source of idea origination
was answered in a couple of different ways. There is often
one person in addition to the News Director working on an
editorial, and there is no editorial board, per se. There
is one person who researches the editorials, and often a
reporter who has been involved with the story that the
editorial concerns will aid the researcher. If either Cheverton,
the reporter, or the researcher decides that an editorial
should be forthcoming, the research wheels will be set in

motion. Mr. Cheverton described the procedure as "...methodical

58

research approached from a position of non-advocacy...."
That is, the ideas, which usually originate in the News
Department or on regular news beats, will be analyzed from
an objective, non-advocative position. The researcher,

who also researches documentaries, and/or the reporter will
gather all pertinent facts and write them in rough form to
deliver to Mr. Cheverton. He will often confer with the
information gatherers before writing the editorial himself.
In this way, Cheverton gains an intimate knowledge of the
problem verbally and in written form before expounding upon
the problem in editorial form.

The News Director delivers the editorials most of the
time himself, but if he should not be available at air time,
(the Public Affairs Director will assume this duty. These
editorials average from one and one-half to three minutes in
length, with any editorial seldom lasting less than one or
more than three minutes. (Graziano, 1961, p. 78) Some of
the very broadest subject areas include: Grand Rapids
political and governmental problems and inefficiencies; race
relations and minority needs and desires; civilian and urban
affairs outside of government; auto safety; majority and
minority housing; etc.

There is no set frequency of editorializing on WOOD-TV.
Editorials are a certainty.ggly_when controversial issues
arise, and this amounts to twice or three times per week.
uAt one time editorials were given every day, but Cheverton

had strong reason to believe, based on a drop in public

59

response, that daily editorials were not as effective. Approx-
imately 85 per cent of the WOOD-TV editorials are community-
oriented; ten per cent are state-oriented; and five per cent
or less are concerned with national and international issues.

Now let us examine some of the more specific editorial
areas that he has covered since the station began editorial-
izing. Some of the locally-oriented editorials included a
criticism of the government for failure to annex other land
to keep Grand Rapids the second largest Michigan city. He
has rapped the citizenry for neglecting their voting duties,
particularly those citizens that opposed the present city
government. He has criticized columnists, editorial
cartoonists in the local paper, inefficient civic improvements,
Negro housing facilities, ambulance service, lack of init—
iative in recruiting industry to the local community, and
similar local problems.

When Cheverton supported the annexation of various suburbs
to Grand Rapids, he said that he felt Grand Rapids would be
a better place in which to live if the suburbanites were
included in it. The annexation was defeated, however, even
after the editorial.

In a blistering attack on some actions of the conservat-
ive Grand Rapids community, Cheverton's enthusiasm over more
industrial development for the Grand Rapids area was brought
out when he attacked the city for discouraging industrial
development there, while at the same time he commanded Muskegon

and South Haven for encouraging industrial enterprize.

6O

(Graziano, 1961, p. 95)

Cheverton said that nearly every editorial draws letters,
telephone calls, or face-to-face responses from the public.
He has received from one to 200 letters on each editorial
that has drawn a response. As we might expect, the number
of inquiries received on each editorial is closely propor-
tional to the amount of controversy surrounding the editorial.
Also those editorials that are more personal in nature and
that affect the viewer directly are the ones that draw the
greatest amount of response.

Appendices A and B are copies of original WOOD-TV editorials.
These editorials were written and "aired" by Dick Cheverton.
Especially noticeable is the style that Cheverton uses throughout
the editorials-~very hard-hitting, to—the-point, clear, and
concise. After reading them, one is aware of and usually
understands the problem. Furthermore, the viewer knows where
Cheverton and the WOOD management stand.

The first editorial is an example of a success story in
an American city, and the idea is to apply this same reasoning
to West Michigan cities. Taking an example and transplanting
it, as it were, to the local community is one effective means
of editorializing. However, it is felt that the public must
be convinced of two factors for the editorial to be effective.
They must feel certain that the example was totally successful
in that community; also, they must be convinced that the plan

‘would work in their own community.

61

The second editorial is an especially good example of
Cheverton's hard-hitting approach. In his attack on ”the
bureaucracy", he is criticizing the “system" because of its
lack of pertinence at the local level. It reminds one of the
old political question that we find in politics: "What do
those Washington politicians know about Grand Rapids' local
affairs?" What is especially interesting is the fact that
this situation was probably not well—known by the Grand Rapids
area residents. Therefore, Cheverton has performed the dual
function of informing and taking a stand.

Mr. Cheverton was asked about the requests he receives
for "fairness replies" and the number of times he honors them.
Less than ten per cent of the editorials draw requests for
rebuttal. When requests are received, it is then determined
who would be the best spokesman for the opposition's point-of—
view. If there is more than one person vying for the chance
to give this point-of-view, that person who would appear to
be the most qualified, responsible, and knowledgeable is the
one who is chosen. If the Opposition spokesman wishes to
have visuals and more professional techniques to present his
view, the station will aid him in his quest for this material.

Finally, the News Director stated his opinion of the‘
general public attitude toward his editorials. He feels
there is a general positive sentiment toward them but that
certain groups of people were interested in specific editorials.

He reinforced this thought by stating that it was usually the

62

people who were most affected by the editorial that would
state their attitudes toward it. Often there are some people
who call or write to the station more than once about certain
types of editorials. However, he did not feel that people
would state their attitudes toward them unless they (the
viewers) were affected or had strong enough feelings about the

editorial.
WZZM-TV

The third station that we will analyze is the newest of
the three, having begun broadcasting on November 1, 1962. It is
owned by West Michigan Telecasters, affiliated with the ABC
Network, and operates on channel 13.

WZZM did not come about merely by one group of people
being awarded a channel upon application. In 1964 several
competing applications were filed for the channel. (There
were six of these to begin the battle, then two dropped
out, leaving a total of four. Finally in January of 1965
West Michigan Telecasters was awarded the Construction Permit.
‘West Michigan Telecasters has no group interests other than
WZZM-TV and WKLW—FM, both in Grand Rapids.

WZZM, being the newest of the three Grand Rapids area
television stations, has a completely different atmosphere.
(Their present facilities (1968) are extremely inadequate, as
they are located in the Pantlind Hotel in Grand Rapids.

They operate basically from one floor in the hotel, and their

63

studios are located in the basement. However, they do have
plans for expansion and relocation in new facilities in early
1969. This target date was subject to change, depending upon
the speed of the construction of the new building.

This space problem, however, is no indication of the
spirit and motivation that is present within the organization.
Mr. William Dempsey, Executive Vice President and General
Manager of WZZM, is a very highly motivated and conscientious
person. He takes pride in the organization and has a knack
for instilling pride and drive into his employees. The
department heads with whom this author corresponded (News
Director and Editorial Director) were very ambitious, willing
to try just about anything, and were ready to help advance
the station's cause.

It is strongly felt that in order to understand WZZM
and its total broadcasting philosophy, one must be able to
at least comprehend the actions of Mr. Dempsey. He is very
knowledgeable, not only of his own operation, but of the entire
broadcasting industry. He has had to fight with the Federal
Communications Commission for the privilege of moving his
transmission facilities to be in better competition with the
other two stations. However, he has had problems with this
request. He has been given permission to place a translator
in Muskegon to give him better coverage in that direction, and
this he has done; yet, he still wants that coverage area,

synonomous with the other two stations, and this he has not

64

received. Dempsey has some other attributes that should be
mentioned here. He has a very close rapport with his depart-
ment heads. He knows what is happening in these departments
at just about any time, and he is often qualified to pass
judgment on the performance of his personnel. He makes it
his prime concern to be fully aware of the internal activities
of his station.

Unlike many other stations, the News Director, Public
’Affairs Director, and the Editorial Director all report to
the Program Director instead of the General Manager. There
is a total of 75 employees in the entire television facility.

WZZM-TV now broadcasts in full color. This has been the
case for only a short period of time, however, because there
was one news program in the afternoon that was not in color,
due to a children's program immediately preceding the news-
cast. This has changed, and now the station is "full color“.

The sources at this station were Mr. Jack Hogan, the News
Director; and Mr. David Idema, the Editorial Director. The
News Department, according to Mr. Hogan, consists of ten
people, eight of whom are full time and two part time. The
two part time employees work mostly in the Film Department.
The ages of the news personnel range from 24 to 39.

The News Director's duties at WZZM were described as
being responsible for running and operating the News De-
~partment and to formulate the total news philosophy. He is

actively involved in documentary production and occasionally

65

acts as an “on-camera stand-in" when the anchorman is absent.
Mr. Hogan seldom has any relations with the editorial activities
except to give some possible leads on potential editorial
topics.

Hogan does not feel that the News Department should be
active in clubs or community projects as a group or individually,
primarily because of the possible loss of objectivity in news
coverage. This follows much the same reasoning as that given
by the other News Directors.

WZZM also has a policy of training all of its reporters
for photography, writing, editing, and reporting. In most
cases no more than one reporter will be sent out on a given
story, unless it requires more than one.

The station has two wire services, AP and UPI, and both
are used only as sources. State news is the major type of
news extracted from the wire, and about 95 per cent of it
is rewritten.

The local newscasts are very abundant on WZZM, as there
is.a strong feeling that local news builds a strong image.
They are seen at 7:15 A.M., 8:15 A.M, 8:45 A.M., 1:55 P.M.,
5:30 P.M., and 11 P.M. During the survey period, however,
one of these times was changed from 15 to 30 minutes. The
early evening newscast was from 5:15 to 5:30 and was arranged
in a weather, sports, and news sequence. Now this newscast
'begins at 5:30 and is one-half hour in length. The 11 P.M.
newscast is arranged in the typical news, weather, and sports

sequence.

66

This ABC affiliate has an elaborate set, featuring a
rear screen projection system with a visual background, pro-
visions for “blowing up" polariod pictures, and a newly ac-
quired "front slide-projection" system. The newscasts are
highly visual, making use of extensive film and other visuals.
In addition to having three men on camera, the reporter in
the Muskegon studio also appears on camera. The Muskegon
studio is fully equipped, similar to the main WZZM studio.

In examining the lines of responsibility in this organiza-
tion, it was originally felt that there might be some problems
in pre-empting time for news specials, since the News Depart—
ment is under Programming rather than management. However,

Mr. Hogan felt there was little, if any, problem in pre-empting
time for news specials. All network news specials are carried,
and when the occasion arises, time is pre-empted for local

news programs, i.e. documentaries, editorials, panel discussions,
etc. The News Director is still a powerful figure in this
organization, despite the fact that he reports to the Program
Manager.

This station makes it a practice to produce at least two
and usually more documentaries per year. They are not produced
at regular intervals but are planned whenever a community
issue becomes prominent. These documentaries are often pro—
duced in conjunction with the Public Affairs Department and have
dealt with such issues as the Grand Rapids corporate structure,
inner-city problems such as minority unrest, housing, blight,

etc. Hogan said that most of his documentaries draw many

67

responses from its viewers.

Unlike the other two stations we have analyzed, WZZM has
a separate department for the handling of editorials. It
also is headed by an administrator, the Editorial Director.
WZZM's Editorial Director is Mr. David Idema, and he, along with
News Director Hogan, cooperated to the very fullest with this
project.

Idema feels that broadcasters should editorialize, because
they should be involved in and interested in their community.
With the use of a News Department as a resource there is no
reason why a station shouldn't take a stand. Many ideas for
editorial topics originate in the News Department. However,
there is also an Editorial Committee which approves the
editorials and which often originates the editorial idea .
itself.

The present station management has a policy of delivering
the editorial itself. Unlike the other editorializing station,
the News Director or any other department head will not deliver
the editorial. It is always given by General Manager William
Dempsey or by a stockholder in West Michigan Telecasters.

When Idema and Hogan were questioned about this practice, both
felt that this was intended to dispel any question in the
viewer's mind as to whether or not this was the management's
point-of-view. Editorializing on WZZM-TV is practiced only
once per week.

This station, like WOOD, does not enter the field of,

political advocacy, but it does attack just about any other

68

type of problem. Some of the tOpics of past editorials have
dealt with subjects such as the institution of a jet service
runway at the Muskegon Airport, sex education in the area
schools, race relations, Vietnam, school millages, etc.

As was the case at WOOD-TV, approximately 90 per cent of
the editorials are locally-oriented or are national issues
with local overtones; about nine per cent of them concern
state issues; and no more than one per cent are national and
international with no local overtones.

In appendices C and D we can see an example of a WZZM
local editorial, delivered by stockholder John Schaefer. The
editorial is titled "High Speed Pursuit" and deals with the
problem of police cars “hotly pursuing" criminals through popu-
lated areas. The editorial begins with an example of what
damage high speed vehicles can do in a populated area and
concludes with a general description of conditions under
which emergency vehicles should raise their speed.

This editorial drew a reply from the Opposition, the
Michigan State Police. The sergeant of a local State Police
post was designated as the responsible Opposition spokesman
in this case. Sergeant Weaver of the Rockford State Police
Post replied exactly two weeks after the first editorial was
broadcast. This rebuttal is shown in Appendix D. In this
rebuttal, the Sergeant attempts to justify "high—speed pur—
suit". In both the editorial and the rebuttal, no visuals
were used other than the men themselves.

Mr. Idema said that WZZM receives many responses to its

69

editorials both in the form of letters and telephone calls.
He has had up to 300 letters on an editorial. The type of
editorial that is most likely to draw public response is

that dealing with legislative actions, proposed or passed,

or any type of controversial governmental activity. He

feels that the greater the pOlitical stigma attached to the
editorial by the viewer, the greater will be the possibility
that public response will be forthcoming. About ten per cent
of the editorials or less find the opposition requesting a
chance to voice its view.

Idema said that the spokesmen for the Opposition to these
editorials are carefully screened, so as to choose the most
responsible and qualified spokesman. Once that person has
been selected, the station will attempt to help the opposition
make full use of the medium. The station will offer its
assistance in visuals, setting, and any other requests by
the opposing spokesman. Visuals are to be used as reinforce—
ments, and the spokesman will always be informed of this fact.

The Editorial Director felt that the general public
reaction to the editorials was positive, that people basically
want to know how broadcasters stand on issues of a controver-
sial nature. Mr. Idema said that WZZM is not necessarily
trying to change people's minds or to convert them to WZZM's
point-of-view, but they are aiming at the "fence-sitters",
the people who are apathetic, independent, and have no

crystallized point-of-view. Idema feels that the great bulk

70

of his viewers fall into this category to a lesser or greater
extent, and these are the people he wants to reach.

This entire chapter has been devoted to the Grand Rapids
area television stations, so that we might become better
acquainted with their general philosophies, their news practices,
and, most importantly, their editorial practices. We dis-'
covered that the first station we discussed does not editorialize
for its own special reasons; however, it has been considering
the practice seriously for some time. Its AM radio counter-
part does editOrialize and has done so for some time. The
second station, which is the oldest of the three, does edi-
torialize and has done so for quite a while. The News Director
is very strong in his beliefs, and he has nearly full control
over the editorials from their selection to their delivery.

The third station, which is the newest of the three, is a very
creative organization with a strong General Manager. He is
highly motivated and somehow instills this drive into his
personnel. This station has the unique characteristic of

having a separate News Department and an Editorial Department.
The Editorial Director directs the preparation of the editorials,
and they are always delivered by the General Manager or a
company stockholder.

Having analyzed the Grand Rapids area and the three area
television stations, we are prepared to move to a thorough
discussion of the research methodology, contained in the

next chapter.

CHAPTER FOUR:
THE RESEARCH METHODOLOGY

So far we have placed editorializing in a perspective,
relating it to the past, present, and future. We have seen
an increasing positive trend in editorializing that we would
like to analyze on the local level.

In Chapter Two we analyzed the research area——Grand
Rapids, Michigan. We carried this analysis to the specific
television stations in that market in Chapter Three. Now in
Chapter Four we will take a closer look at the problem we are
attempting to attadk and solve. Furthermore, we will discuss
the research methodology that was employed in attempting to
solve this problem of determining whether or not editorializing

enhances the public images of television stations.
The News Director Questionnaire

It was strongly felt that before questionnaires could
be sent to the general public, there had to be some knowledge
of the activities occurring inside each station. As was men-
tioned earlier, the author had to be made aware of any possible
independent variables other than editorializing that might
influence public Opinion of the stations' programs. To ac-
complish this purpose, a questionnaire was constructed to gain

71

72

knowledge of each station's activities in three basic areas:
1) programming of a non-news nature, 2) non—editorial news
programming, and 3) editorial programming. This author in—
terviewed each television station's News Director and/or
Editorial Director, if one was incorporated into the orga-
nization, and completed each questionnaire during the inter-
'views. This questionnaire (Appendix E) was designed to gain
both general and specific infonmation. Of course, the edi-
torializing function was given primary emphasis in each inter-
view, and the questions in this area were of a more specific
nature.

Probably one of the most difficult tasks in conducting
'a study such as this one is the difficulty in getting to the
negative aspects of a station as well as its positive ones.
It is part of human nature to relate basically the positive
aspects of one's most highly—valued activities. However, we
all know that every activity has its shortcomings, and these
have to be known also in order to form a complete and true
picture of that activity. The Grand Rapids area stations were
certainly no exception to this phenomenon. Therefore, every

attempt was made to obtain an accurate picture of each station.
The Population Questionnaire

After gaining this needed information from the News
Directors, a questionnaire was constructed that was to be

sent to a sample of the Grand Rapids population. This testing

73

instrument (Appendix F) was divided into two major areas:
1) "General Information" and 2) "Television Information".

The "General Information“ section was designed to deter—
mine, first of all, whether the respondent owned a television
set and, if so, whether it was black-and—white or color.
Other questions in this section concerned the respondent's
marital status, size of family, occupation, age of respondent,
length of residence in the area, etc.

The "Television Information“ section dealt with the res-
pondent's viewing habits of different types of programs, be-
ginning with the most general habits and proceeding to the
.most specific ones. For example, the first question in this
section was concerned with the length of time the respondent
spent watching television on the average each day. The next
question was designed to be a 52y question in this instrument,
as it was a dividing point. It was to separate the loyal,
single-channel viewers from those who were multi-channel
viewers. Each question following was then designed to relate
to either the single—channel viewers or the multi-channel
viewers, but not to both. The only exception to this was the
final question, which was to be filled out by all respondents.
(Specific instructions were included to direct the respondent
in completing the questionnaire.

The semantic differential (attitude scale) was utilized
in this questionnaire to gain some information about respondent

attitude toward several different topics. These included

74

network news, local news, editorials, and the over-all pro—
gramming of the station selected by each single-channel viewer.
It was also felt that respondents would be more likely to
answer a question such as this requiring less effort, than
they would an open-ended question asking for attitude.

Throughout the questionnaire, Open-ended questions were
used in most cases as follow-ups to Structured questions.

This permitted the respondent to clarify a "yes" or "no"
answer or any other structured question. In only a couple of
instances was the open-ended question used as an independent
device.

A cover letter was also sent with each questionnaire
(Appendix F). This letter attempted to explain the project in
general and at the same time make the respondent feel impor—
tant. He was informed that only through his cooperation
could there be any idea as to how the public felt about tele-
vision programs. In essence, an attempt was made to make the
respondent feel the urgency of his COOperation.

Naturally one of the largest problems in a study such
as this one is to obtain the largest possible response rate.
Therefore, it was decided to make this study appear as local
as possible. To accomplish this purpose, the self-addressed
stamped envelopes were addressed to a post office box number
in Grand Rapids. The returned questionnaires were then picked
up at the Grand Rapids Post Office and returned to East

Lansing for analysis.

75

Included within each mailing envelope to the respondents
then was a cover letter, questionnaire, and a self—addressed
stamped envelope. In order to keep track of who returned
the questionnaires during the first mailing, each respondent
in the telephone directory was numbered and this number was
put under the stamp on the return envelope. The respondents
that replied were then checked off and sent a second mailing
to those who did not reply. It should be-noted here that the
respondents were numbered for §g_other purpoSe than to check
off the respondents that replied.

About two and one-half weeks after the questionnaires
were received from the first mailing, a second letter was
sent out along with the questionnaire (Appendix G). This
letter re-emphasized the purpose of the study and the impor—
tance of returning the questionnaire. It was found that this
second letter and the entire follow-up mailing was very nec-
essary to achieve a return of at least 200 questionnaires.
Indeed this goal was achieved with the second mailing.

Before proceeding to the sampling procedure, however,
something should be said about the numbering scheme utilized
in this questionnaire. When the questionnaires were sent out
in early June 1968, the item numbers not in parentheses were
the only ones that appeared on the questionnaires. However,
it was discovered when coding the responses that these
numbers were inadequate; that a continuous numbering scheme

had to be instituted from the first "General Information"

76

question through the final "Television Information" question,
assigning eaCh item a separate number. This procedure was
accomplished by numbering each item separately and placing
these numbers directly below the original ones. This did,
indeed, aid the coding of the questions, the programming of the
computer, and the analysis of the computer print-outs. There-
fore, from this point on, the number in parentheses will be the

reference for each question.
The-Samplinngrocedure

The research universe is defined as those peOple living
within the Grand Rapids City Limits only. This does not
include the suburban areas, even though about 90 per cent of
them are defined by the stations as being within their
primary coverage areas.

One of the goals of this project was to examine the
viewing behavior of a cross section of the population in
the research area. Therefore, a systematic random sample
was selected for this project. In this way many different
types of peOple could be represented in the sample, eliminating
the need for stratified, cluster, or other specialized sampling
methods.

The sample was selected from the Grand Rapids Telephone
Directory, Obtained from Michigan Bell Telephone Company in
Grand Rapids. The first step was to determine approximately

what percentage of the Grand Rapids residents owned telephones.

77

The Business Office of Bell Telephone, which hasa record of
all telephone lines in Grand Rapids and vicinity, estimated
the telephone penetration to be about 96 or 97 per cent in
this area. The next step was to determine what percentage of
the telephone owners also owned television sets. This could
be estimated on the basis of past national studies to be
about 90 per cent.

The next item to be reckoned with was the number of
persons to be selected for the sample. It was felt that a
total of at least 200 completed, returned questionnaires
'would keep the ”standard error" slightly under plus or minus
ten per cent. However, this author was also aware of the
fact that he would be dealing with the general population
and that he would be lucky to receive at least a 40 per cent
return. Therefore, 440 questionnaires were mailed to be
completed.

The next step in this procedure was a very important one,
because the number of residential telephone lines had to be
ascertained. That is, all business telephones were not con-
sidered part of the frame and were excluded from the survey.
Bell Telephone of Grand Rapids provided the number of
residential telephone lines, which turned out to be 118,526.
Therefore, the next step was to divide the number of persons
in the sample into the total number of residential lines.

The quotient was 269.3 or 269 for our purposes. This then was

the skip interval, and the next step was to select a number

78

between 1 and 269 at random. This number was 45. The procedure
then was to select the 45th name in the telephone book and
every 269th name thereafter until a total of 440 persons were
selected.

It should be mentioned here that even though the sample
was not selected according to certain stratified characteristics,
an attempt was made upon analysis of the returned questionnaires
to study the range of occupations, age, etc. to Obtain some
notion of the breadth of the sample. It appeared to be represen—

tative on the basis of these characteristics.
The Completed Population Questionnaires

Of a total of 440 questionnaires, 210 were returned, a
rate of 47.7 per cent. Of the 210 completed questionnaires,
198 were completely filled out, and 12 were either incomplete
or returned by respondents who didn't have television sets
or watched so little television that they felt unqualified to
fill them out.

The respondents on the whole were very cooperative in
this survey. The type of question that was most likely to be
answered was the "structured" question calling for a choice
between two or more stated responses. Even though the res—
pondents were c00perative in their efforts, there were some
Who did not complete the "open-ended" questions. These called
for a great deal of thought and analysis, and possibly the res-
pondents who had the time were the ones who completed these

questions.

79

There are some unique characteristics of these open-
ended questions that should be mentioned here. At the present
time (Fall 1968) the new television season for 1968—1969 is
in full swing, and one of the greatest changes in this new
programming is a de—emphasis on violence. Ironically, one
of the largest complaints of the respondents was the fact
that there is too much violence on television. These comments
were made, of course, before the beginning of this new tele—
vision season, but the point is very clear. The public can no
longer be taken for granted as an atomized, disassociated mass
that can not detect the fine points of television programming.
These respondents were not only aware of the fact that there ig'
violence, but they were specific as to yhigh_programs represent—
ed violent tendencies.

Especially interesting were the public's comments on the
Saturday morning cartoons. Even though the public feels that
these cartoons are an effective way of keeping children
occupied and of stimulating their imaginative minds, there
is still a strong feeling that some of these cartoons are
unfit for children to view because of the violence interspersed
throughout. This comment was prevalent throughout the
questionnaires, and some of the respondents were very vocal
about their attitudes toward this phenomenon.

The Open-ended questions were included for a variety of
reasons. The first reason, as has already been mentioned,

'was to stimulate the minds of the respondents, so that specific

80

attitudes could be ascertained. However, there was another
major reason for including these questions that the author
had in mind, which seemed to be successful. It was felt that
by asking broad questions such as improvements that the public
would like to see made in editorializing, this would give the
respondent a chance to say what was on his mind. In fact,
many of the respondents did not list the improvements they
would like to see, but instead answered in general terms some
of the open-ended questions which appeared earlier in the
questionnaire. For example a respondent would answer the
improvement question (Appendix F, number 56) in a manner such
as the following: "I can't think of any improvements I would
like to see in editorializing, but I would like to say
something about the increasing violence and pessimism in
local newscasts...." or "I don't know that much about
editorializing, but I certainly do object to the number of
commercials during the local newscasts. I can't stand WXXX'S
local news because of this...."

By analyzing these responses, one can see that the
public is not entirely satisfied with television programs.
It can also be seen that the public is involved very deeply
with the spoken word and the visual transmission. They are
powerful agents and must be used responsibly to achieve a
desired effect. As Marshall McLuhan once wrote: "... The
spoken word involves all of the senses dramatically, though

highly literate people tend to speak as connectedly and

81

casually as possible....“ (October 1966, p. 81) This powerful
medium of television then has to be very careful as to what

it will disseminate. The literate, semi—literate, and

possibly even the illiterate can recognize violence when they
see it. Furthermore, they become totally involved in television

and the message it is trying to communicate on a given program.
Discernible Characteristics of the Respondents

As we might expect from a general population study such
as this, there was a wide range of ages, occupations, number
of people in each family, length of residence in the area, etc.
Each of these characteristics is vitally important to a base
study such as this one, because very little research has been
done in this area of editorializing. Therefore, it was felt
that obtaining a cross-section of the pOpulation would be
more useful in a study of this nature.

To give some idea of this wide range of characteristics,
let us examine the range of the respondents' ages. We find
that the ages begin at 18 and extend to "over 65", with the
"35-49" age group being the highest represented and the "18-20"
group being the least represented.

One of the most interesting phenomena is the range of
occupations of the respondents. Some Of the occupations
represented included: barbers, factory workers, commercial
laundry managers, real estate agents, teachers, students,

lawyers, railroad engineers, civil engineers, electrical

82

engineers, truck drivers, store clerks, civil service

employees (active and retired), housewives, business executives,
plant foremen, newspaper editors, marketing researchers,

artists and many others.

Also worth mentioning is the range in the number of
family members of each of the married respondents. These
figures ranged from no children to five or more.

Let us now examine a part of this questionnaire that was
intended to make a major division among the respondents.
Question number 15 asked the respondent whether he viewed one
channel predominantly or whether he switched channels fre—
quently. In essence it was intended to separate the "single-
channel viewers" from the "multi-channel viewers," from
which point an analysis could be made of each group's viewing
behavior. It was felt that there might be a difference in
the viewing behaviors of these two groups. It was found that
there were more multi-channel viewers than single-channel.
However, this author discovered a shortcoming in the question-
naire when he began analyzing the responses to this question.
It was found necessary to review every multi-channel viewer
to determine if, in fact, each was a multi-channel viewer.
This procedure was also necessary for the single—channel
viewers. The reason for this action was a misunderstanding
on behalf of the respondents of the term "much more". That
is, some of the respondents that watched one channel predomi-

nantly for family programs would switch channels for newscasts

83

and editorials. These same respondents answered "yes" to
number 15, indicating that they watched one channel predomi—
nantly for all programs. This problem could have been corr-
ected by merely substituting the phrase, “100 per cent of your
viewing time" for "much more than all the others". This would
have undoubtedly cleared up this problem and made the analysis
of this question much easier.

In this chapter we have taken a look at the heart of this
study by analyzing the research procedure in general. In
addition we have analyzed the two different types of question-
naires utilized in this project and the background that was
collected before constructing the general population question-
naire. We examined the sampling process in detail, and
finally we took a brief look at some characteristics of the
respondents. In our next chapter, we'll take a closer look
at.these respondents and analyze the results of this study, as

‘well as the conclusions.

CHAPTER FIVE:
RESULTS AND CONCLUSIONS

At this point we are ready to examine the results of the
population questionnaire and make conclusions from these
results. Before we do this, however, we should take a brief
look at the coding of responses and some of the questions that

were subject to a more complex coding procedure.

Coding

It was highly recommended by the computer programmers
that there be no more than ten possible responses for each
question. If one were to use the maximum of ten possible
responses for a question, he would start with "0" and conclude
with "9". This author had occasion to use the maximum
number of responses in nine different questions.

In most cases, "0" was labelled a "not applicable“
response, and the final number in each question was labelled
"no answer". (Appendix H) The only exceptions to this rule
were questions 11, 12, 13, and 56. "0" was labelled "no
answer" in 11, 12, and 13, and was given a direct answer to
the question in number 56. I

It should be noted here that questions 6 through 10

84

85

were coded differently than any other question. Each age
group listed in this question was given a separate question
number for coding purposes after the questionnaires were
received from the respondents. This was to facilitate the
computer's handling of the question. Therefore, instead of
having six possible answers for each question (6-10), it was
decided to code each question (0) not applicable or (1)
applicable. In this way it could be ascertained whether

any member of the respondent's family fell into each age
group.

Another part of the general coding procedure that merits
attention is the break-down of single and multi—channel
viewers. Question 15 makes this division, so that from
that point on, each respondent would complete either questions
16 through 33 plus number 56 g£_questions 34 through 56. It
is to be noted that all respondents were to answer number 56.
The question here becomes, how shall we code the questions
that the single and multi-channel viewers find non-applicable?
The procedure used is as follows: Each question that did not
pertain to a given respondent was coded "not applicable".
Therefore, gyggy viewer had either questions 16 through 33
g£_questions 34 through 55 coded "not applicable".

The semantic differentials, used in questiom317, 18
19

27, and 49 were treated in a “positive" versus "negative"

I

manner with the neutral responses being analyzed separately.

That is, there was a total of seven possible responses in

86

addition to "not applicable" and "no answer". Biépolar
adjectives l, 2, and 3 on this differential were construed

to represent "negative" responses in various intensities,

while responses 5, 6, and 7 were considered "positive" in
various degrees of strength. Those respondents who checked
number 4 were analyzed separately, and their questionnaires
were checked to determine how many questions in which they
chose to be non committal. It was discovered that these people
generally tended to commit themselves on most of the other
questions.

At this point let us examine the open-ended questions
generally and analyze particularly the coding procedure
used in these items. As one would probably expect, the
public is interested in television viewing, the stars that
have made television popular, and the variety of programs
that are available "in toto". Therefore, it can be under—
stood that there would naturally be a variety of answers
for these open-ended questions. Some people tend to be very
vocal about their attitude toward television programs,
while others are possibly too apathetic to answer these
questions. Still others (and this tends to be a sizeable
group) are not home enough to watch TV and, therefore, can
not judge the programming. Some of these people admitted
that they were unqualified to answer these questions
ibecause of lack of exposure to the programs.

One of the greatest problems in coding these questions

‘was to include every response that was stated in each

87

questionnaire in some form. This necessitated the grouping
of responses into broad categories so that they could all
be included. However, gyg£y_response in each questionnaire
is represented in the coding form.

Question 11 should be discussed at this point because
of the difficulties encountered in classifying each response.
This question (Appendix H) dealt with the occupations of the
respondents. Naturally it can be seen how difficulties can
arise in attempting to construct a classification scheme for
these occupations. It was decided to use a socio—economic
class index to classify these occupations: 0) no answer,

1) lower class, 2) working class, 3) middle class, 4) upper
class, and 5) retired. Careful consideration had to be given
to these occupations when they were placed into a given
socio—economic class, because it was debatable as to where
some would be classified.

The final question in the testing instrument (Number 56)
dealt with possible improvements that the respondents would
like to see made in editorializing. This question was in-
cluded for two primary reasons: 1) to obtain some notion of
how the public feels editorials could be improved and 2) to
provide a "vent" for the respondents to express their feelings
about television programming in general. Also by including
a question such as this, it was possible to obtain their
attitudes toward other open-ended questions that they either

answered inadequately or did not answer at all. Often when

88

a person is given a chance to express his feelings, he
will eventually get around to giving his attitude toward
many different types of television programming. This explains

the wide range of answers in Appendix H, question 56.

Computer Cross—Break Analysis

)

After analyzing the returned population questionnaires,
coding them, and reanalyzing them, the next step in the
procedure was to determine the type of break-downs that
were desirable with the data already obtained. The object
was to search for possible relationships between certain
types of data to be considered, all of which might have
yielded interesting results. However, due to the amount
of funds available and the time devoted to this entire project,
it was decided to make two basic cross-breaks. It was felt
that both of these tended to bring out the sharpest relation-
ships between data that could possibly be obtained.

The first and probably the most vital cross-break was
made between single-channel viewers and multi-channel viewers.
The non-respondents were grouped separately in this break-
down. In this separation an attempt was made to weigh the
answers of the single—channel viewers against those of the
multi—channel viewers, since many of the questions were
identical for both types of respondents.

The second cross-break was made among age groups.

The first age group listed on the questionnaire is the "18—20"

group. In the survey there were only three respondents

89

who fell into this category. Therefore, it was decided to
lump the "18—20" group, the respondents who answered "not
applicable", and the "no answer" respondents together. This
evened the grouping slightly more than would have been the
case if each of the above three groups had been listed
separately. As in the single and multi-channel viewers, the
responses of all age groups were compared, and these results
will, along with many others, now be examined. The entire

print—out of both analyses can be seen in Appendix I.

Results

In this section we will analyze the data that has been
obtained in an effort to separate those relationships that
would have a direct bearing on this study and that would tend
to yield significant results. In breaking down this data,
we will analyze each cross—break separately--first the single
versus multi-channel viewers and secondly, the age group
break—downs. A significance test was applied to all of the
data used in this particular section of the thesis, as out—

lined by Sidney Siegel in his book Non-Parametric Statistics:

 

For the Behavioral Sciences. (1956, pp. 197, 198) The "Chi

 

Square" method was used predominatly as a reference formula

in determining significance, since the complexity of determining
the distribution of population observations was not required in
this study. The actual number of responses (not percentages)
were used in the formula. However, as we discuss the con-

clusions whiCh will be forthcoming, we will speak in terms of

9O

percentages for the sake of clarity and understanding. Both
the number of respondents and per cent of respondents
choosing each selection are shown in Appendix 1. Unless
otherwise stated, a "significant figure or relationship" will
be defined as being so at the five per cent level (.05).

The first relationship that we can observe is the actual
number of multi-channel and single-channel viewers. A total
Of 59 single-channel viewers (29.8 per cent of the total
respondents) and 139 multi-channel viewers (70.2 per cent of
the total respondents) replied in this survey. This tends to
be a significant relationship in applying it to the general
population. Therefore, we can deduce that there are probably
more multi-channel viewers than single-channel viewers in
the research area.'

In analyzing the results of the data concerning choice
of station by the single-channel viewers, a strong contrast
appeared between the number of viewers of WOOD, WZZM, and
WKZO. These figures were 78 per cent, 12 per cent, and 10.
per cent respectively. In applying the significance test,
it was found that these figures were significant at the .01
level. After Obtaining this result, it was decided that a
relationship alSo existed between the 78 per cent WOOD viewers
and the total 12 and 10 per cent viewers of WZZM and WKZO.
Therefore, the relationship to be studied here was 78 per cent
versus 22 per cent. This was found to be significant at the
.05 level. Again, however, we must keep in mind that this

information applies only to the Grand Rapids population and

91

does not include suburban areas. Therefore, we can conclude
that among these single—channel viewers in the Grand Rapids

population, WOOD—TV tends to be the station that is watched

the most.

In another area of interest, it was the author's inten—
tion to test the semantic differentials to determine if there
was any important difference between positive and negative
attitudes. In both the single and multi—channel viewers it
was discovered that there were far more positive bi-polar
adjectives checked than negative ones. In applying a sig-
nificance test to both groups of viewers, it was found that
all semantic differentials yielded a large enough dif-
ference between positive attitudes (bi—polar adjectives 5,

6 and 7) and negative attitudes (bi-polar adjectives l, 2,

.
and 3) as to render them significant. Therefore, from this
result it can be concluded that the Grand Rapids pOpulation
tends to have a positive attitude (ranging from mild to
strong) toward most programs both of a news and non-news
nature.

One of the most important conclusions of this study deals
with the perceptiveness of the viewers as to how many editorials

are in reality, devoted to local and state issues, as opposed

I
to national and international issues. In talking with the
News Director of WOOD and the Editorial Director of WZZM, it
was learned that over 90 per cent of the editorials on both

stations are devoted to local and state issues, while less

92

than 10 per cent are national and international-oriented., In
testing the respondents on their perceptiveness of this edi—
torial break-down, it was discovered that the single-channel
viewers tend to be slightly more aware of this editorial
break—down than are the multi-channel viewers. That is, 63
per cent of the single—channel viewers said that "most" or
"all" of the editorials were devoted to state and local
issues; 15 per cent said "some" or "about half" were; and 22
per cent didn't answer. Among the multi-channel viewers, 47
per cent said "most" or "all" of the editorials were devoted
to local and state issues; 19 per cent said "some" or “about
half" were; and 24 per cent didn't answer. The major differ-
ence here between the 63 per cent of the single-channel and
47 per cent of the multi-channel viewers being able to cor-
rectly identify most of the editorials as being state and
local in nature is significant. Therefore, we can say that
there tends to be a great deal of attention by the public
paid to editorials, as they seem to be able to identify the
number of editorials that are local and state in nature.
However, we can also say that the single-channel viewers ap—
pear to be more aware of this editorial break-down than are
the multi—channel viewers. It is felt that this conclusion
is understandable, since the single—channel viewers tend to
spend more time with a given channel; therefore, they have a
greater chance to make this distinction among editorials.

Some statistics indicating the number of editorials de-

93

voted to national and international issues, as determined by
the respondents, were also obtained. The key figures were

59 per cent of the single and 55 per cent of the multi-
channel viewers correctly identified “none” or "some“ of the
editorials as being devoted to national and international
issues. Again in this case the single-channel viewers tend
to be more perceptive of the number of editorials being
devoted to national and international issues. This particular
part of this comparison does not quite fall within the .05
level; however, it does approach significance. The com-
parison between £233; viewers identifying the editorials as
local and state or national and international is significant
at the .05 level, however. This relationship will be a basic
premise to which we will refer later and onto which will be
built other conclusions.

In another section of this study an attempt was made to
determine how informative editorials were to the public about
their community. 71 per cent of the single and 60 per cent
of the multi-channel viewers feel that editorials keep them
well informed of their community, while 10 per cent of the
single and nine per cent of the multi-channel viewers feel that
editorials do not aid them in being better informed of com-
munity problems. It can be said, therefore, that the relation—
ship between total Viewers who feel that editorials keep
them informed and total viewers who feel editorials do not

keep them informed tends to be significant. Again we can

94

see that editorials help people to gain information about
their community. This, likewise, will be used as a premise
to which we will refer later. One of the most common reasons
expressed for people feeling that editorials keep them in-
formed is that they act as clarifiers; they bring issues into
perspective and aid them in understanding community problems.

There are some conclusions that can be made with regard
to the multi-channel viewers alone. 1) First of all, the
greatest percentage of multi-channel respondents view Huntley—
Brinkley over Walter Cronkite (40 per cent-12 per cent).

2) NBC tends to be depended upon more Often than CBS and ABC
for "news specials" (54 per cent—24 per cent-5 per cent res-
pectively). 3) WOOD tends to be depended upon more often

than WZZM and WKZO for local news (69 per cent-ll per cent—

.72 per cent), because the respondents generally feel that
WKZO, being licensed to Kalamazoo, covers its city of license
the heaviest. WZZM divides its loyalties between Grand Rapids
and Muskegon, since it has a studio and translator in Muskegon.
The three above stated relationships tend to be significant,

as WOOD and NBC are heavy favorites in Grand Rapids.

In addition to the above mentioned significant conclusions,
there were several relationships that approached significance,
though they did not meet the .05 level. It is felt that if
each of these relationships could be concentrated upon with
more vigor in later studies there is a possibility that more

significant conclusions could be forthcoming.

95

In analyzing the viewing habits of each age group, there
seems to be a relationship between single—channel viewing and
particular age groups. In this study it was discovered that
the "65 and over" age group more than any other group appears
to view a single channel. Conversely, the age group most
strongly represented among the multi-channel viewers tends to
be the middle—aged group ("36—50"). Again it is stressed
that this conclusion was not significant at the .05 level.

The most common length of time spent watching television
per day among the respondents was one to two hours. However,
more of the single—channel viewers tended to watch television
one to two hours per day than did the multi-channel viewers.
Again this conclusion fell below the .05 level of significance.

Many different aspects of the entire area of editorializing
were analyzed in this study. One of these was whether or not
the viewers lik§_the news programs (both editorial and non—
editorial) that they yaEgh, Among the single—channel viewers
an overwhelming 92 per cent watch the local newscasts, and 86
per cent like them. This six per cent difference is not
significant at the .05 level, but it does indicate a possible
relationship between watching a program and liking it. One
could speculate that some people view a program out of habit
or possibly that they watch it because of family pressures to
.do so. This is another area that is worth investigating—-to
break down this public attitude toward editorials.

In another test of perception the one-channel viewers

96

were asked if their station editorialized. As was mentioned
earlier, WKZO does not editorialize, and the six respondents

who listed WKZO as their single channel were checked to de-
termine if they answered "yes" to their station's editorializing.
Five of the six correctly answered "no", and the other one did
not answer the "editorializing" question. Therefore, this
accounts for the one respondent discrepancy in this section.

This also indicates a strong knowledge on the part of the res—
pondents of what editorializing really is.

The questions dealing with whether the respondents felt
television stations should editorialize were also interesting.
An overwhelming 78 per cent of the single-channel viewers
and 61 per cent of the multi-channel viewers felt that tele—
vision stations should editorialize. These figures were sig-
nificant at the .05 level, indicating a reinforcing element
to the Roper studies cited earlier, where it was found that
people generally feel stations should editorialize. Again,
as in all of the other questions comparing single and multi-
channel viewers, the percentages are higher for the single—
channel viewers. This tends to indicate that the single-
channel viewers are not only more perceptive as to what
editorializing is and who is doing it, but they also have
stronger positive feelings toward the practice and feel
more strongly that it should be continued. However, this again
does not quite fall within the .05 level of significance.

In analyzing another scale, this one dealing with agree—

97

ment with editorials, we find another interesting relationship.
35 per cent of both groups agree with most of the editorials,
while 27 per cent of the single—channel viewers agree with
"about half“ of the editorials and 24 per cent of the multi—
channel viewers agree with "some" of them. Again this shows

a stronger "agreement index" among the single-channel viewers
generally than among the multi-channel viewers, although
neither of these attain the .05 significance level.

In our final series of analyses we will study the second
cross—break results of the available data, namely the age-
group break-down. As in the case of the single versus multi-
channel viewers, there are some relationships that did meet the
.05 level and others that approached that point.

The first analysis here will deal with the attitudes of
the "65 and over" group as compared to the other age groups.
In most of the semantic differential questions and on question
17 in particular (dealing with viewer opinion of over-all
programming on the chosen single channel), the "65 and over"
group was more critical of their chosen station's programs
than were the other groups. That is, the “65 and over" group
tended to check bi—polar adjectives 1 through 4 more often
than did the other age groups. This indicates a significant
increase over the other age groups in negative general pro-
gramming attitudes. This finding was significant at the
.05 level for this one item. However, the other questions
containing semantic differentials measuring opinion

of local news, network news, editorials, etc. did not reach

98

the .05 level. This tends to indicate that our senior citizens
are indeed very critical of television, even though they spend
a great deal of time watching it.

Within the "51—64" age group Some rather unusual responses
were discovered. As was mentioned earlier, both the single
and multi-channel viewers had generally positive attitudes
toward the editorials. In checking this same dimension among
age groups, it was found that this earlier result was relatively
consistent here, except for one group--the "51-64" age group.
The analysis showed that this group tended to check bi—polar
adjectives 2 and 3 more often than 5, 6, and 7. This was
significant at the .05 level. Again we can see more criticism
being practiced among our older citizens.

Another characteristic was found among this age group
that did not quite meet the .05 level but should be mentiOned
_here. It was mentioned earlier that most of the respondents
'were very perceptive of the editorials in terms of identifying
the percentage devoted to local and state or national and
international issues. As we break this down by age groups,
however, we see that the "51—64" group does not appear to be
quite as perceptive as the other groups. They listed more
editorials as being national and international than there
(actually were.

This perception of editorials was carried one step fur-
ther in an analysis of the multi-channel viewers and the age
groups on the dimension of identifying which local stations

editorialized. All age groups were perceptive in identifying

99

WOOD as an editorializing station; less than 30 per cent, how-
ever, identified WZZM as an editorializing station; and only

one respondent mistakenly identified WKZO as an editorializing
station. These findings were significant at the .05 level.
Indeed, the high number of WOOD-TV viewers can account for a
large part of this conclusion, since they are familiar with

the station and can readily identify the editorials. We

should also discuss further the fact that only one respondent
mistakenly identified WKZO as an editorializing station. It

is felt that this speaks very well for the viewers' percept—
iveness of editorializing. This tends to lend more credence

to the fact that the public must be watching these editorials,
because: 1) they recognize them when they see them and 2) they _
know approximately what percentage are devoted to various

types of issues. This conclusion should be kept in mind through-
out the rest of this thesis.

From the inception of this study, many relationships
have been discovered, yet, not all of them can be ruled signif-
icant. However, in the following few instances some relation-
ships were discovered that should be discussed;_they should
also be kept in mind as possibilities in later research
efforts.

In terms of mere age group representation, the "35-49“
group had the largest number of respondents, followed by the
"21-35" group, "51—64", "65 and over", and the "18420" group
'was the least represented. This rank order was not signif-

icant at the .05 level, however.

100

In making more comparisons between age groups and single
or multi—channel viewers, we find that one particular age
group is more highly represented among the single-channel
viewers than the other groups. That is, all age groups except
the "65 and over" group are predominantly multi-channel
viewers. The "65 and over" group tends to be a single-channel
viewing group. Again this fails to meet the .05 significance
level.

WOOD-TV's audience rating is quite high among all age
groups; however, the “21-35" age group views that station
slightly less than the other age groups. In fact, it has
nearly 30 per cent fewer viewers than the other groups. This
figure fell very close to the .05 significance level but
did not attain it.

Finally, the age groups were analyzed as to why they felt
a station should or should not editorialize. All age groups
felt stations should editorialize, and as we mentioned before,
this was significant at the .05 level. However, the reasons
that were given as to yhy_the respondents felt stations should
editorialize varied among age groups. A few of the more
striking relationships were represented in three different
age groups. For example, the "21—35" group felt that broad—
casters should editorialize because they were of the opinion
editorials help bring a community to action and that they
fight community apathy. They also held the attitude that

editorials keep them informed of their community and help

101

bring issues into perspective. The "36—50" age group felt

that broadcasters had a responsibility to speak out on issues,

 

and the "51—64" group tended to feel that editorials were
useful as "reporters" of community problems and what should
be done about them. The grouping of these reasons for
editorializing along age lines was very strong, but not sig-
nificant at the .05 level.

This nearly concludes our analysis of the cross—break
relationships made in this study. However, there is another
variable that was touched upon only lightly in Chapter One
of this thesis and that should be discussed a little more
in this chapter. This variable was mentioned by some of the
respondents, and it is felt that it could possibly have an
effect on the public image of a television stations's news
and/or editorial programming. This variable is often over—
looked in image studies, and Egig author overlooked its possible
effects. In fact, some of the respondents brought up the sub-
ject themselves in various open-ended questions. This variable
pertains to the "on—camera editorial reporter", his character,
his delivery, and his general sincerity. It is easily under-
stood that the station being viewed the most would have the
greatest chance of having its personnel evaluated and critic—
ized. Indeed, this was the case with WOOD and its News
Director, Dick Cheverton. Whenever a comment was made con-
cerning Mr. Cheverton, there was very seldom a luke-warm

attitude toward him. It was either quite positive or quite

102

negative. However, some interesting Observations were made
from these responses.

With regard to Mr. Cheverton's character and delivery,
there appeared to be two main types of attitudes. Some of
the respondents felt that he was extremely vocal about community
issues and that his strong personality and forthrightness
were very much needed to bring an often complacent and apathetic
community to its feet. Some respondents, on the other hand,
were very disturbed by his delivery on the grounds that his
presentation was too unbalanced. These same people seemed
to feel that many of the editorials came "out of the blue"
without a proper background. Facial expressions were alSO
frequently mentioned, as some respondents felt that they were
effectively used, and others felt they were not.

In the case of WZZM—TV, the other editorializing station,
Mr. William Dempsey delivers the editorials most of the time,
and a couple of comments were made regarding his presentation.
There were fewer comments about Mr. Dempsey than Mr. Cheverton,
but many different factors could have been responsible for
this phenomenon. The comments received were basically positive,
praising his authoritative delivery. However, if these comments
could have been placed on an attitude scale, we would undoubt-
edly have found them to be less extreme than those directed
toward Mr. Cheverton in either direction.

One final variable was also analyzed to determine the

effects it had, if any, on the totality of this study. This

103

variable concerned the clearness of reception of each station
within the Grand Rapids City Limits. There were several res-
pondents who could not receive one of the stations very well,
and this did, in fact, cause them to view another station or
two instead of the original one. The station that was men-
tioned in all of these cases was WZZM-TV. This relates to

the problem talked about earlier, whereby WZZM has the serious
signal distribution problem from its transmissions covering
such a large portion of Lake Michigan. Furthermore, the people
who complained of being unable to receive WZZM were all "in-
door antenna" users. This provides only a partial explanation

for the lower viewer statistics pertaining to this station.
General Conclusions

Now that we have some idea about the results that have
been yielded by this study, we are prepared to break down
the hypothesis for analysis of each of its parts, relating
them to the general conclusions as seen by this author.

First of all, let us restate the original hypothesis:
If a viewer reacts favorably to a televisiOn station's
non-editorial news programmingJ and if that station's
editorials are, in fact, controversial and of direct
concern to each area viewer, then editorializing will
enhance the public image of a station as a community
agent.

Let us now observe the first of the three premises
leading to the conclusion in this hypothesis. It reads:

"If a viewer reacts favorably to a television station's non-

editorial news programming..." It is felt that we can examine

104

this premise by recalling the conclusion dealing with the
high percentage of favorable responses on all the semantic
differential scales. It was concluded that a significant
relationship existed between the viewer and the television
programs in general. Again attention is called to the_
single-channel section of the population questionnaire and
the items concerning opinion toward over-all local news
programs and the network national news programs (Appendix

F

I

items 18 and 19). In question 18, 79 per cent of the
responses fell into bi—polar adjectives 5, 6, and 7. This
indicates a generally favorable attitude toward network
national news. If we also examine question 19, we find
that 75 per cent of the responses fell into bi-polar adjec-
tives 5, 6, and 7. This, likewise, indicates a favorable
attitude toward local news. Both of these conclusions are
significant at the .05 significance level.

Let us also examine question 21 (Appendix F), dealing with
whether or not the respondent likes the local newscasts. We
find an overwhelming 86 per cent of the viewers liking the
local newscasts. This figure was significant at the .01
level. Again we can observe a strong favorable attitude
toward local newscasts.

These three conclusions tend to signify a positive
confirmation of the first premise, namely that the viewers
.gg react favorably to the stations' non—editorial news

programming. With this procedural step completed, we are

105

prepared to examine the second premise: "...and if that station's
editorials are, in fact, controversial..."

If we return to Appendices A, B, C, and D, we can pass
judgment on this premise. The two WOOD editorials can be
analyzed first. We can see that an attempt is being made
in Appendix A to make a project that worked in another
community a reality in Grand Rapids. This naturally
invOlves money--tax money—-and this always concerns the
general public. It is felt, therefore, that this editorial
could be classified as controversial. In Appendix B we find
a case in which a national agency, the United States Weather
Bureau, is involved. This naturally would be controversial,
particularly among the peOple involved with the Weather
Bureau. Appendix C, a WZZM editorial, is aimed toward the
police system in general. It can not be denied that this
editorial was controversial because of the "fairness reply",
represented in Appendix D. We can carry this same discussion
one step further by recalling some of the other topics that
have been covered by both stations in editorials, i.e.
housing, medical services, addition of an airport runway,
etc. In all of the above instances it is clear that con-
troversy is present. Therefore, our second premise is positively
affirmed.

The third and final premise is stated as follows: "...
and of direct concern to each area viewer..." Certainly all

of the above mentioned editorials affect the viewer in

106

some way, and some affect certain segments of the population

more than others. It is felt then that the third premise is

likewise positively affirmed.

Taking the entire research project into consideration,

this author feels that several general conclusions, encom-

passing the prior specific ones, can be stated at this point:

1)

2)

3)

4)

5)

6)

There tends to be a genuine interest on the part
of the public in local and national news programming
generally;

The over-all opinion of news programming quality
tends to be positive;

The respondents indicated that they liked the non-
editorial news programs, both national and local.

There tends to be a strong feeling that editorials
help keep the public informed about their
community (65 per cent of all respondents answered
this question affirmatively);

The viewers appear to be attentive to the editorials,
as they correctly perceived a high percentage of
them as being devoted to state and local issues and
a lg! percentage as being devoted to national and
international issues;

The viewers overwhelmingly feel that broadcasters

should editorialize for many different reasons

as previously set forth.

As we weigh each of these general conclusions, we can

see that they provide a strong case for the belief that

(editorials are an asset to broadcasting news in particular

aand all of broadcasting in general. It further lends support

'totthe fact that people are at least aware of what editorial-

:izing is and that it does exist in various forms in today's

broadcasting.

It is felt, therefore, that the following basic con-

107

clusion can be derived from this entire study: On the basis
of the above mentioned premises, editorializing appears to
enhance the public image of a television station as a
community agent.

In the next and final chapter we will analyze various
branches of this area of broadcast editorializing that could
be pursued in later studies if the time, money, and effort
were available to accomplish this feat. Some of the areas
that were opened up but not pursued in Epip project will also

be discussed.

CHAPTER SIX:
SUGGESTIONS FOR FURTHER RESEARCH

This final chapter has been set aside to review broadcast
editorializing, but this time from a different perspective.)

It will be our purpose here to analyze some of the shortcomings
of this study and to observe those areas that were uncovered
but not studied because of time, effort, and economic means.

It is this author's firm belief that if these areas could be
analyzed, more predictions could be made about the public image
of the broadcast editorial.

In conducting this study, there were a couple of procedures
that would be revised if the study were to be repeated. The
first of these would include restructuring the population ques-
tionnaire item dealing with whether the respondent was a single
or multi-channel viewer (Appendix F, question 15). The meaning
of these terms would have to be defined more clearly for the
respondent's benefit, so as to eliminate their confusion, which
this author discovered in coding the questions. Clearly, the
phrase "much more than all the others" was interpreted differ-
ently by each respondent. It was found that if the respondent
had been asked if there were one station he depended upon 100
per cent of the time for all of his 3235, the responses might
have been more concrete and easier to analyze. This would have

108

109

eliminated the non-news programming as a variable in this question.
However, the variable would not be discarded from the entire study.

In constructing the questions for the single-channel and
the multi-channel viewers, an attempt was made to correlate the
items in both sections as closely as possible so that all res-
pondents would be asked nearly the same questions. Despite this
effort, there was still a sizeable difference in the questions
in each section. That is, the multi-channel viewers were not
given the opportunity to respond to some of the items that the
single—channel viewers were. This resulted in an imbalance in
the study, because some of the information that was not received.
from the multi-channel viewers might have provided a con-
structive addition to this study.

When open-ended questions are used in any study, there is
a feeling among many researchers that the response rate will
drop appreciably. This author had to use Open-ended questions
to gain some of the information in the study. If this study
were to be repeated, it is felt that fewer open-ended questions
would be used, and more structured questions would be substituted.
In order to determine the possible responses for a structured
question, however, a pilot would be necessary as a prerequisite
to the mailing of the questionnaires. This entails a great
financial outlay and is Often prohibitive.

One area that was felt to be a good possibility for further
research was to compare black-and-white television owners with

color owners. This study showed that the ratio of black—and-

110

white to color set respondents was nearly two to one. One aspect
to be studied is the possibility that news programs being
received in color might have a greater impact on the viewer,
and, therefore, he would be more inclined to watch the local
newscast which is being broadcast in color. If this tended
to be the case, some inferences might be made about the color
set owner's viewing behavior. That is, an all—color editorial
presentation including film, slides, and set might be more
likely to draw viewers than one that was not full-color.
Another area that could be studied is that dealing with
the viewing behavior of single and married respondents. In
this type of analysis an attempt could be made to compare the
viewing behavior of married and single respondents on a couple .
of different levels. For example, do single and married res-
pondents of the same age and same sex react differently to
editorial presentations? On another level we might attempt a
study of two single-channel or two multi-channel viewers of
g the same age but different marital status to determine if
marriage is a significant variable in editorial viewing. We
might also compare single and married viewers to determine if
there are any differences in the length of time each viewer
spends with his television set. In conducting this editorial
study in Grand Rapids, a possible relationship was discovered
‘when the married and single respondents were analyzed separately.
It was found that married respondents tended to have stronger.

feelings both positive and negative toward most aspects of

111

general broadcast programming. If a separate study could be
conducted, the goal of which was to analyze married and single
respondents, some interesting results might be forthcoming.

This brings us to the question that has been asked in many
previous studies, concerning the possible effect that environ-
mental characteristics might have on any public image study.
Some of these characteristics include rural-urban residence,
race, number of household dwellers, and others. Each individual
who is analyzed has his own set of charactSEistics coming into
the study; of this we are certain. The object of such an
analysis would be to determine how these characteristics affect
the manner in which a viewer will respond.

When the data from this study was tabulated, the amount
of time that each respondent spent viewing television per day
was analyzed but not broken down into a cross-break analysis.
There appeared to be a relationship between certain age groups
and the length of time they viewed television. If these two
factors, age group and length of time viewing television, could
be correlated in an analysis, some interesting results might
be forthcoming. One could also conduct a study to determine if
editorial viewing behavior was related to the length of time
spent watching television per day. This is one area that to
the best of the author's knowledge has not been studied. The
first thing that would have to be done, however, would be to
convince the viewer to tell the.ppgg amount of time he actually

spent with his television set on the average each day. Many

112

respondents will actually understate the amount of time they
spend with their television sets when they are completing
questionnaires. It is believed that they feel they do not want
others to realize they are wasting time viewing television, and
only by using mechanical devices can we determine how long a
viewer actually spends with his television.

The final two areas that this author would like to discuss
were two of the most promising ones uncovered in this study,
that simply could not be analyzed because of the time element.
One of these concerns the length of prior residence of the res-
pondents in the research area. It was discovered that well
over 80 per cent of the respondents had resided in Grand Rapids
for three or more years, and of this total a sizable percentage
had lived there all their lives. This, we could assume, would
indicate that these residents would tend to be more familiar
with the area television stations and their programming.
Therefore, they might be in a better position to judge the
editorials and form an opinion about them. This segment of
research could then be applied to this study to determine if
long-term residents were more satisfied with a station's edi-
torials than newer residents.

These results could be analyzed with the final suggestion
for further research offered in this study. It was concluded
that there tends to be a correlation between the public image
of a television station's non-editorial news programming and
the public image of that station's editorial programming.

However, further research could reveal some similar relation-

113

ships between particular types of news (national, state, local,
news specials, etc.) and editorials. The relationship between
all non-editorial programming and editorials would also be an
interesting study. The length Of prior residence in the area
could then be studied with these relationships to determine if
there were any correlations between length of prior residence
and the types of programming mentioned above. Breaking down

a station's entire news programming into segments and asking
whether the public will view all of a station's news programs
because they like one particular type would be a very inter-
esting study.

As we analyze broadcasting research briefly, we can see
that many future research efforts are needed in the entire area
‘of public opinion toward television news and its specific
divisions. Very little research has been conducted in broad-
cast editorializing.' In fact, this author could find no image
studies on editorializing conducted in specific markets. Only
in studies such as Roper and his Associates can we find any
.attempt toward discovering the public attitude toward specific
parts of broadcast programming.

Public image studies are not easy to conduct, as they
require a great deal of time, effort, and, above all, patience.
Yet, the broadcasting industry ppgp_know how its constituents
are reacting, not just to the entire programming product, but
to specific portions of that product. That was the goal of

this study, and it is hOped that future studies will concern

114

themselves with specialized research in broadcasting on the

local level.

BIBLIOGRAPHY

BIBLIOGRAPHY

"Banzhof Shoots at WNBC-TV". Broadcasting Magazine. Broad-
casting Publications, Washington D.C.: June 17, 1968.

-Berlo, David. National Broadcast Editorial Conference Editorial
Critigpe Session--August 3, 1967. NBEC, Ann Arbor, Mich.:
August 3, 1967.

"Blacks Demand Greater Coverage". Broadcasting Magazine. '
Broadcasting Publications, Washington D.C.: July 1, 1968.

Charnley, Mitchell V. News By Radio. Macmillan Co., New York:
1948.

"Collins Warns Against 'Irresponsible' Few". Broadcasting
Magazine. Broadcasting Publications, Wash ngton D.C.:
June 18, 1962.

Columbia Broadcasting System. Television News Repgrting.
McGraw-Hill, New York: 1958.

Crowell-Collier Educational Corporation. Merit Students
Encyclopedia. Volume 8. Crowell-Collier Educational
Corporation, New York: 1967.

DeBare, Charles. Definition of "The Fairness Doctrine“. Address
to the National Broadcast Editorial Conference. NBEC,
Ann Arbor, Michigan: August 4, 1967.

Emery, Walter B. Broadcasting and Government: Respgnsibilities
and Regplations. First Edition. Michigan State University
Press, East Lansing, Michigan: 1961.

Friendly, Fred W. Due To Circumstances Beyond Our Control.
Random House Inc., New York: 1967.

Froke, Marlowe. The News Director's Role in Information
Programming. Pennsylvania State University School of
Journalism. University Park, Pennsylvania: 1959.

Graziano, Joseph D. Local News Operations of WOOD-TV. Thesis
For Master Of Arts Degree at Michigan State University.
East Lansing, Michigan: 1961.

115

116

"The Many Worlds of Local TV“. Television Magazine. Volume 25,
Number 8. Television Publications, Washington D.C.:
August 1968.

McLuhan, Marshall, Understandipg Media: The Extensions of Man.
McGraw-Hill Book Company, New York: October 1966.

Minow, Newton N. Equal Time. First Edition. Atheneum, New
York: 1964.

Murrow, Edward R. Draft For the Association--Radio and Tele-
vision News Directors Association. Columbia Broadcasting
System, Chicago, Illinois: October 15, 1958.

National Association of Broadcasters. Editorializingon Poli-
tical Issues and Candidates. NAB, Washington D.C.: March
2, 1962.

National Association of Broadcasters. Elements of Editorializipg.
NAB Public Affairs—Editorializing Conference. NAB,
Washington D.C.: March 2, 1962.

National Association of Broadcasters, The Impact of Editor-
ializing. NAB, Washington D.C.: March 2, 1962.

National Broadcast Editorial Conference Research Department.
Broadcasters and Editorializipgj A Study of Management
Attitudes and Station Practices;;A_Summary. NAB, Ann
Arbor, Michigan: August 3, 1967.

Nicoson, Ronald Roy. A Selective Apalysis of Labor and Non-
Labor Sponsored Radio News. TheSis for the Master of
Arts Degree at Michigan State University. East Lansing,
Michigan: 1955.

Roper Research Associates. Emerging Profiles of Television and
Other Mass Media: Public Attitudes 1959- 967. Television
Information Office, New York: April 5, 1967.

 

Seavey, Hollis M. “Congress and the Editorializing Question“.
Address to the National Association of Broadcasters at
the Fifth Annal National Broadcast Editorial Conference.
NBEC, Ann Arbor, Michigan: August 4, 1967.

Siegel, Sidney. Noneparametric Statistics: For the Behavioral
Sciences. McGraw-Hill, New York: 1956.

Siller, Bob; Terkel, Hal; and White, Ted. Television and Radio
News. Macmillan Co., New York: 1960.

117

United States Department of Commerce, Bureau of Census. “Age,
Color, and Marital Status of the Papulation By Sex, By
Census Tracts: 1960" (Grand Rapids, Michigan) 1960
Population Census: Census Tracts, Fresno-Jackson. 51-65.
U.S. Government Printing Office, Washington D.C.: 1960.

United States Riot Commission. ReporE_of the National Advisory
Commission on Civil Disorders. Complete Text of Report.
The New York Times Publishing Company, New York: March
1968.

Zeidenberg, Leonard. "The Zl-Inch View of Vietnam: Big Enough
‘ Picture?" Television Magazine. Television Publications,
Washington D.C.: January 1968.

APPENDICES

APPENDIX A

 

 

 

 

118

woon EDITORIAL

When the subject of a WOOD editorial is controversial, we

AM/FM/TV 1' shall make time available for other substantial points of View.

 
 
  

‘P (:2. w!’ . 3" -."..' .1" wmrm"MeIm-nsw. .. REE ..aft‘fe'f-Tl ',’ F ‘49 M
_ " .- ’ ,wg I; .. ._

WEDNESDAY, APRIL 24, 1968

The Bedford-Stuyvesant slums in Brooklyn, New York, are a festering
example of urban ills. Tensions, unemployment, poverty, hopeless-
ness exist here on a grand scale.

International Business Machines--a mammoth corporation-~have now
decided to Open a computer cable plant in Bedford-Stuyvesant that
will employ three hundred people. In so doing IBM reversed a
position taken four years ago when some plants were moved to a
suburban area.

The change came about through the efforts of the Bedford-Stuyvesant
Services Corporation and the Restoration Corporation--two civilian
groups. One is a group of community leaders; the other is made up
of prominent businessmen.

Our point in telling this story is to suggest that if this is
possible in a slum like Bedford-Stuyvesant, involving a company as
astute as IBM, it's possible in any of the West Michigan cities

that are struggling with the problems of the urban poor and industry
with the suburban syndrome.

There is a power structure in any West Michigan city--those peOple
who have a business and financial stake in the community--who have
the muscle to encourage business to stay in the cities. More and
more businesses are showing an interest in develOping the manpower
pool of the cities and there is a feeling of urban responsibility
not evident in previous years.

That's why we believe the Bedford-Stuyvesant-IBM experience should
be studied and then emulated in our West Michigan cities.

There may be some benefits in locating at a neatly tended suburban

industrial park. But there are even more significant benefits in
doing business in the city.

(Courtesy of WOOD—TV)

APPENDIX B

 
 

  
 
   
 

119

EDITORIAL

When the subject 0! a WOOD editorial is controversial, we
shall malle time available for other substantial points at view.

 
    

  

WOOD .:

AM/FM/TV '

  

a. To .- ll" _'\' 3r“; .. “CPI. Lark's'fflc‘h- EVER"; C3JJ'JH’QIWKI-lm_hh‘idl .l- ELY-:3.

THURSDAY, APRIL 25, 1968

NO use mincing words...in our Opinion, the system Of alerting us
about tornadoes from a 'thinktank" in Kansas City is for the birdsl

Tuesday at lths in tne afternoon, a tornado tore apart the village
Of Frontier. At lZ:50--five (5) minutes later, a tornado "watch”
was issued by Kansas City for that area. At 1:25 in the afternoon,
a tornado "watch” was issued for an area east of a line from
Coldwater through Ionia to Lake City. That line is due north and
south. Thirty-two (32) minutes later, a tornado tore into Big
Rapids. That's in Mecosta County which wasn't even listed in the
"watch" area and west, not east of the line decided on by Kansas
City.

You may not know it, but the U. 8. Weather Bureau has decreed that
no matter what signs exist in any local area, the local weather
bureaus cannot announce a "watch". That has to come from Kansas
City. The only time the local weather bureaus can act is after
they have evidence that a tornado has already hit the area. That's
why, even though early Tuesday afternoon, an interested citizen in
the Grand Rapids area photographed clouds that often precede a tor-
nado--clouds that were moving fast toward the north--the local
bureau was powerless to announce a watch.

It's a mystery to us how meteorologists poring over charts in
Kansas City can pinpoint severe weather for the eastern half Of
Montcalm County and ignore the possibility of severe weather for
neighboring Mecosta County and Big Rapids, Just fourteen (lb) miles
from the county line.

We need eXpert Opinions from Kansas City. But the local bureaus
have meteorologists and if they believe a watch should be issued,
they should have the authority to do so--with or without Kansas
City.

This bureaucratic fooling around with lives'and prOperty must be
stOpped.

(Courtesy of WOOD-TV)

  

APPENDIX C

1

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1 DEC

Mr. Schaefer

 

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FUN“ AEIQEKRE‘J‘ mE'5’v UNIHEAWUIHERINL; HOHHO>EEIPH SECCN‘ '.;:P {W J‘iv'F/E'VU A CWEIAK. 5E

120

AUDIO Mr. John Schaefer

West Michigan Telecasters ,
Inc .

HIGH SPEED PURSUIT

A few nights ago, a 16-year Old youth was
killed as his speeding automobile smashed broad-
side into another car. The result was a double
tragedy, as the 17-year old girl driving the sec-
ond car was also killed.

The accident occurred on South Division Avenue,
a heavily-travelled thoroughfare . It happened
at night, when driver visibility is naturally
handicapped. The police who were giving chase
estimated that the young man's car was travelling -.
in excess of 100 miles an hour. Moving at that
speed, an automobile is little less than a mis-
silo.

We think this raises some serious questions
as to the wisdom of high-speed pursuit of law-
breakers by police cruisers, especially in
densely-populated areas. We do not mean, of
course, that all reasonable means should not be i.
used to apprehend those who violate the law. But
here were twp cars -- pursued and pursuer -- en—
dangering the lives of other drivers and pedes-
trians. As tragic as the result was , it very
possibly could have been worse.

Fire engines and ambulances—3am not restricted
by a speed limit in answering emergency calls.
But the law does state that their drivers must
use good judgement of safe speeds according to
prevailing traffic conditions, and to the nature
of the call itself. Should not this apply to
police cars as well?

New, sophisticated electronic equipnent has
been developed to aid law enforcement efficers
in the arrest of speeders. Not all police units
have them at the present time, but until they do,
we should give some second thoughts to the potential
danger of high-speed pursuit'x Is the possbile
death of a poli ceman -—- or an innocent bystander --
worth it?

(courtesy Of WZZMmTV)Broadcast dates B/Ut 15 17,7

IA/f‘ CEBU/Alf: Il/IllC‘l/ECnAI AAIn l/AI AAAA‘7’M

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aft i H!

APPENDIX D

   

'IDEO

Sergeant weaver

EDITORIALS RE’RESENT THE OPINIONS OF WEST MICHIGAN IELECASIERS, INC. REQUESTS FOR TIME TO EXPRESS VIEW/S ON THE AIR DIFFERING FROM THOSE EXPRESSED ON ”POINT OF VIEW I3" ARE WELCOME.

 

  

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121' Sergeant Kenneth Weaver
[\LJ[)|() MECHHHUlSflhTEIKnJCE
Rockford Pest

REBUTTAL

The so-called high speed chase may originate in
a variety of ways: ‘when the police attempt to stop
a traffic violator who then speeds up in an effort
to avoid apprehension; or, the individual travelling t
at an excessive rate of speed who attracts the atten-_
tion of the police but who continues at the same
reckless speed ( ssibly because he may not know he
is being pursued ; or, the attempted apprehension
of criminals sought for serious offenses such as
bank robbery, a hold-up, a stolen car, or a kid-

napping.

So we see that there is a great variety of types
of pursued drivers. Sooner or later, any police
officer who patrols or works traffic will encounter
such violators, and will face the decision as to
what course of action to take. If all a violator
had to do to keep from being followed was to setp
on the gas, the consequences would be disastrous.
Instead Of discouraging high speed driving, the
effect would be the exact opposite, and the danger
to innocent persll would far exceed that under
present police practices.

Those who criticize the police for going after
a high speed driver generally don't understand the
nature of the problem, or what would happen if
their advice were followed. They say, "Get the license
number and let him.go, or radio ahead and set up a
roadblock." What they overlook is that you have
to get close enough to get the license number, and .
this at high speeds. Also, the license may be stolen
and the identity of the driver is needed for pro-
secution in court. A roadblock can be even more danger-
ous than a high speed chase, not only to the driver
but to innocent people as well.

State Police records show that rarely does
a fatal occur as the result of high speed pursuit,
It's unfortunate that they ever occur, but we feel
that accidents prevented by apprehending the violator-
at the time-dwill make our highways safer for all
of us.
(Courtesy of WZZM—TV)
Broadcast dates
3/28,29,31/68

'M/CH/GAN TEL ECASTERS. //vc.. SERVING MUSKEGON AND KALAMAZOO

 

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ski.’

APPENDIX E

APPENDIX E

NEWS DIRECTOR
QUESTIONNAIRE

General Information

 

Station: City of License:
Channel: Network Affiliation:
1. When did this station first "take to air“ (month, day, year)?
2. Please give the history Of the Station's past network affil—
iations (time period of each network with the earliest first).
3. Who owns this station now?
4. Please give the history or past ownerships.
5. How many broadcasting stations are owned by this group (AM,
FM, TV), and What are their call letters?
6. Is this ownership involved with other interests, mass media
or otherwise:
7. If so, where are they located and what are they?
8. How many people are employed with your television facility?
9. How many major departments are there within the television
facility? What are they?
10. How is the television facility organized? That is, where do

the lines Of responsibility lie?

122

11.

12.
13.
14.
15.

16.

17.

18.

19.

20.

21.

22.

23.

24.

25.
26.
27.
28.

29.

123

Does the station broadcast network programs in color? How

about local live programs? Local film programs? Newsfilms?
News Department Information

How many people are employed in the news department?

What are their ages?

Who is the News Director?

What are his duties?

To what extent is this news department involved in the
community?

Of the total news personnel, how many are photographers?
How many are writers? How many are reporters?

DO any of the reporters double as photographers? If so,
how many?

How many news personnel ordinarily go out on a story?

How many "news cars" specifically designated does the news
department have?

How are they equipped?

What are the news inputs for this news department?
Describe the ways in which stories are "run down".

(If you have a wire service) how is it used? That is, do
you rewrite a major portion of it, use it.ag it comes over
the wire, and how much wire COpy do you use?

When are your network newscasts?

When are your local newscasts?

How is your "local block" between 5 and 7 P.M. arranged?

How about your 11 o'clock local block?

Describe the set for your local newscast between 5 and 7 P.M.

30.

31.

32.

33.

34.

35.

36.

37.

38.

39.

40.

41.

42.

43.

124

Please describe the procedure for delivering this same
newscast? (Number of newsmen on camera, organization of
newscast, use Of actualities, newsfilm, etc.)

Describe the set for your 11 o'clock block.
Please describe the procedure for delivering this newscast.

How many commercials do you usually run during the "local
block" between 5 and 7 P.M.?

How many commercials do you usually run during the 11
o'clock block?

Who edits the newsfilm (newsmen themselves or special editors)?
What shifts do your personnel work in news (includes week

days, weekends, early morning hours before 6 A.M., etc.)?

What is the station's policy with regards to pre-emption
of time for news purposes (bulletins and otherwise)?
Does this station do documentaries?

If so, when are they usually broadcast? (Frequency

and time periods)

What has been the subject matter of some of your past
documentaries?

Editorial Information

Does this station editorialize?
Where do the ideas for editorials originate?

Who delivers the editorials? (If the answer to this
question differs according to the occasion, please
describe station policy).

44.

45.

46.

47.

48.

49.
50.

51.

52.

S3.

54.

55.

56.

_57.

58.

125

How often does the station editorialize? (Tie this in with
above question to determine when who delivers What editorials.)

What has been the subject matter Of some of the past editorials?
What percentage of this station's editorials are local or state-
oriented in nature?

What percentage are national and international-oriented?

Who researches the editorials (i.e. how many researchers on

each editorial)?

DO you have responses to your editorials?
How many letters per editorial?

What kinds Of editorials tend to attract letters?

Are there any methods Of response to editorials other than
letters? If so, what are they?

How many requests for equal time?
What kinds of editorials tend to attract equal time requests?
How are the equal time requests handled?

a. In your opinion, what seems to be the general public
attitude "in toto" toward your editorials?

b. On What basis do you reach these conclusions?

DO you feel that your editorials are effective? Please
explain your answer.

May I please have copies Of several Of your past editorials?

APPENDIX F

APPENDIX F P. O. Box 2202
Grand Rapids, Mich.
June 7, 1968

COVER LETTER

Dear xxx:
Congratulations!

You are one of 300 persons within the Grand Rapids area that has been
selected to participate-in a television survey, which I am sure you will find to
be a lot Of fun!

The object of this study is to find out how the viewers of the television
stations in the Grand Rapids area feel about the programs that they see on TV.

This is a very important survey for several reasons. First of all, the
television stations have 22 way of knowing how the audience feels about the pro-
grams they are sending out. Therefore, we have decided to go directly to you, the
viewer, to find gut how you feel! Secondly, your help in this survey may lead to
changes in some of the programs, thereby coming closer to being what you would like
them to be. Thirdly, and most importantly, we want to know how you feel about the
news programs on these stations. In other words, we want to know whether you are
being informed properly of what is happening in the world around you and why_you
feel the way you do about television news.

 

Enclosed you will find a short questionairre that I am sure will take only
a very few minutes of your busy schedule. I know you will find it a great deal
of fun to fill out, remembering that you may be contributing to better future
programs. You will 223 have to answer all the questions, because not fill of them
will apply to 122.

Please fill out the questionairre, put it into the self-addressed stamped
envelope that you find enclosed, and mail it to us at the earliest possible date,
preferably before June 30, 1968! Please do 225 sign your name, as you will
remain unidentified!

Thank you very much for your help in this project.

Robert R. Zook,
Public Opinion Researcher

126

127

TELEVISION SURVEY
QUESTIONAIRRE

General Information

INSTRUCTIONS: In the following questions where the choices are stated below
the question, please draw §_line under your choice.

1. How many television sets are presently in your home?
a) None, b) 1, c) 2, d) More than 2

2. How many color TV sets do you have in your home?
a) None, b) 1, c) 2, d) More than 2

3. Are you married or single?
8) Married, b) Single

4. If you are married, please draw a line under the number of persons in your

family including yourself.
a) 2, b) 3, c) 4, d) S, e) 6, f) 7, g) 8, h) 9, i) 10 +

5. Into which of the following age brackets do you fall?
a) 18-20, b) 21-35, c) 36-50, d) 51-64, d) 65 or +

6. How many members of your family fall within each of the following age brackets?
17 6: Below 7) _l____8- 34 3)3_5___- -49 9)__ 50- 64 10) 65 & Over

 

a) None a) None a) None a) None a) None
b) l b) l b) 1 b) l b) 1

c) 2 c) 2 c) 2 c) 2 c) 2

d)3 d)3 d)3 d)3 d)3

e) 4 e) 4- e) 4 e) 4 e) 4
f)50r+ f)Sor+f)50r+f)Sor+ f)Sor+

19‘ What do you do for a living?
(11)

fix How long have you lived in this area?
(12) a) less than 1 year, b) 1-2 years, c) 2—3 years, d) 3 or more years

8X How long will you remain in the Grand Rapids area? (If you don't know, make

(13) a guess.)
a) less than one year, b) 1-2 years, c) 3 or more years.

Television Information

:tx How much time do you spend watching television on thea average each day?
a) less than one hour, b) l- 2 hours, c) 2- 3 hours, d) 3- 4 hours
(14) e) 4-5 hours, f) 5 hours or more.

JOE Is there one certain channel that you watch much more than all the others?
a) Yes, b) No
(15 I If you answered "no", please proceed to No.18.

 

128

33 'Which one of the following stations do you watch the most?
(16) WKZO-TV, Channel 3, CBS

WOOD-TV, Channel 8, NBC

WZZM-TV, Channel 13, ABC

 

 

XX On the scale below, please place an (X) above the number that would best des-
(17) cribe how you feel about the over-all programming of the one station you usually
watch.
Very / / / / / / Very
Bad 1 2 3 4 5 6 7 Good

XE What is your opinion of the one network national news program on this station
between 5 and 7 P.M.?

 

 

 

(18) Very / / / / / / Very
Bad 1 2 3 4 5 6 7 Good

in ‘What is your Opinion of the over-all local news programs on this station?
Very / / / / / / Very

(19) Bad 1 2 3 4 5 6 7 Good

ix Do you watch the local newscasts on this station?
(20) a) Yes, b) No

33‘ If you answered "yes", do you like these local newscasts?
(21) a) Yes, b) No
Why or why not?

(22)

xx If you answered "no", why don°t you watch these local newscasts?

(23)

1&0. Does this station editorialize (take a stand on issues)?
(24) a) Yes, b) No

:flflx Do you feel this station should editorialize?
a) Yes, b) No

9
(25) Why or why not.

(26)

If this station does not editorialize, proceed to question No. 37.

FPS What is your opinion of this station's editorials?
(27) Very / / / / / / Very
Bad 1 2 3 4 5 6 7 Good

 

Ebb: If this station does editorialize, about how many of the editorials do you agree

(29) with?
a) None, b) Some, c) About half, d) Most, e) All

:flMx About how many of the editorials are devoted to local and state issues?
(29) a) None, b) Some, c) About half, d) Most, e) All

129

ms; About how many of the editorials are devoted to national and international
(30) issues?
a) None, b) Some, c) About half, (1) Most, e) A11

 

m Do you feel that this station's editorials help you to be better informed
(31) about your community?

a) Yes, b) No

Why or why not?

(32)

35%! Have you ever written, called, or talked to television station peOple about
(33) the editorials you disagree with?

a) Yes, b) No

If "yes", about how many times have you done this?

Please proceed to question No. 37.

 

 

m In your opinion which channel has the best programs generally?
(34) 3) 3’ b) 3, C) 13, d) no preference

if}; If you have 3 preference, why do you feel that this channel has the best pro-
(35) grams generally?

m If you don't have a preference, please give us a reason why you have no
(36) preference?

213 Which network national news prgam do you usually watch between 5 and 7 P.M.,
Monday through Friday?

(37) a) Walter Cronkite, CBS, Channel 3, 6:30 P.M.

b) Huntley-Brinkley, NBC, Channel 8, 6:30 P.M.

c) Frank Reynolds, ABC, Channel 13, 5:30 P.M.

d) I have no one choice every night.

e) I don't watch spy of the above programs.

11x Which channel do you usually depend upon for network "news specials"?
(38) a) 3-CBS, b) 8-NBC, c) 13-ABC

:22): Which television station do you depend upon most regularly for local news?
a) 3, b) 8, c) 13, d) no pref., e) Other (Newspapers, radio, etc.)

(39) If youhave "no preference", proceed to No. 25.

it): Why do you tend to depend on this one station more for local news?

(40)

Please proceed to question No. 27.

21X Why don't you depend upon one particular station for local news?

(41)

130

xfiéc. If you felt that you Lag to make a choice between stations for local news,
(42) which one would you be more likely to choose?

a) 3, b) 8, c) 13

Why would you choose this station?

 

(43)
834 Do any of the three local television stations editorialize (take a stand on
issues)?
(44) a) Yes b) No

If ”no", please proceed to question No. 37.

28c Which television channels editorialize?

is; Do you feel that television stations should editorialize?
a) Yes b) No
(46)Why or why not?

(47)

595 Do you ever watch these editorials?

(48)a) Yes, b) No
If "no”, please proceed to question No. 37.

afla On the scale below, please check above the number that best describes how you
feel about the editorials you hear on Grand Rapids area stations?

(49’ Very / F / / / / Very
Bad 1 2 3 4 5 6 7 Good

39% About how many of these editorials do you agree with?
(50)a) None, b) Some, c) About half, d) Most, e) A11

33$ About how many of these editorials are devoted to local and state issues?
(51)” None, b) Some, c) About half, d) Most, e) A11

in: About how many of these editorials are devoted to national and international

(52)issues?
a) None, b) Some, d) About half, d) Most, e) All

35c Do you feel that these editorials help you to be better informed about your

(53 ) community?
a) Yes, b) No

Why or why not?
(54)

35% Have you ever written, called, or talked to television station people about the
(55)editorials you disagree with?

a) Yes, b) No

If "yes", about how many times have you done this?

 

 

 

In".

131.

XBCK In a small paragraph, would you please list any improvements that you would like
(56) to see made in television editorializing. Why do you feel that these improve-
ments would be helpful?

Your cooperation in this research project has been very much much appreciated!
Again--thank you!

APPENDIX G

APPENDIX G P. O. Box 22022
Grand Rapids, Mich.
June 29, 1968

FOLLOW—UP LETTER

Dear XXX:

A couPle of weeks ago, you received a "Television Research
Questionnaire" that you were asked to fill out and return. You
are one of 500 persons within the Grand Rapids area that has
been selected to participate in this survey.

The object of this study is to find out how the viewers of
the television stations in the Grand Rapids area feel about the
programs that they see on TV.

It is very important that you fill out and return this
questionnaire for several reasons. First of all, the television
stations have p9_way of knowing how the audience feels about the
programs they are sending out. Therefore, we have decided to go
directly to you, the viewer, to find 923 how you feel: Secondly,
your help in this survey may lead to changes in some of the pro-
grams, thereby coming closer to being what you would like them
to be. Thirdly, and most importantly, we want to know how you
feel about the news programs on these stations. In other words,
we want to know whether you are being informed properly of what
is happening in the world around you and yhy_you feel the way
you do about television news.

 

Enclosed you will find this short questionnaire that I am
sure will take only a very few minutes of your busy schedule.
I know you will find it a great deal of fun to fill out, re-
membering that you may be contributing to better future programs.
You will pg£_have to answer all the questions, because not all
of them will apply to y9_,

Please fill out the questionnaire, put it into the self—
addressed stamped envelOpe that you find enclosed, and mail it
to us at the earliest possible date, preferably before July 10,
19681 Please do pg£_sign your name, as you will remain
unidentifiedl

 

Thank you very much for your help in this project. If you
have already returned your questionnaire, please disregard this
letter.

Sincerely,

Hm RM

Robert R. Zook,

132 Public Opinion Researcher

APPENDIX H

COLUMN

APPENDIX H

RESPONSE CODES

ITEM

Number of TV sets in home

Number of color TV sets

Marital Status

Total persons in family

Age of Respondent

133

9.922
O-Not applicable
l-None
2-1
3-2

4-More than 2

S-Respondent does not
watch TV; hence, he
feels little qualified
to fill out question—.'
naire

6-No answer

O-Not applicable
l-None

2-1

3-2

4—More than 2
S-No answer

O-Not applicable
l-Married
2-Single

3—Widow
4-Divorced
S-Separated

6-No answer

O-Not applicable
2-3

3-4

4-5

5-6

6-7

7—8

8—9

9-10 or more

O-Not applicable
1-18-20 ‘
2-21—35

3-36-50

COLUMN

11

12

13

14

15

16

134

ITEM CODE

 

4-51—64
5-65 and Over
6+No answer

Age of Family Members: O—Not applicable
17 and Below l—Applicable
18—34
35-49
50—64
65 & Over

Respondent's Occupation O—No answer
l-Lower class
2-Working Class
3-Middle Class
4—Upper Class
S-Retired

Length of prior Residence O-No answer
1-Less than one year
2-1-2 Years
3—2-3 Years
4-3 or more years

Length of Future Residence O—No answer
l-Less than one year
2-1-2 Years
3-3 or more years

Length of Time Watching O-Not applicable

TV per Day. 1-Less than one hour
2-1-2 hours
3-2—3 hours
4—3—4 hours
5-4—5 hours
6-5 or more hours
7-No answer

One-channel viewer? O-Not applicable
1-Yes
2—No .
3—No answer

ONE—CHANNEL VIEWER SECTION

 

Predominant Station? O-Not applicable
1-WKZO-TV, channel 3, CBS
2—WOOD—TV, channel 8, NBC
3-WZZM-TV, channel 13, ABC
4-No answer

COLUMN

1?

18

19

20

21

22

135
ITEM

Opinion of station's over all
programming

Opinion of network national
news program on this station

Opinion of local news programs
on this station

Does viewer watch station's
local‘newscasts?

If yes, does viewer like
local newscasts?

Why or why not?

CODE

 

O-Not applicable
1—Very bad
2- 2

CIDU'hbwl

—Very good
—No answer

ot applicable
ery bad

3-
4-
5-
6—
7
8
0- N
l- V
2— 2
3- 3
4- 4
5- 5
6- 6
7_

-Very good
8-No answer

O-Not applicable
l-Very bad

8-No answer

O-Not applicable
1-Yes

2-No

3-No answer

O-Not applicable
1-Yes

2-No

3—No answer

O-Not applicable

l-good interviewing; in—
depth; informative, con—
cise, factual; exten—
sive; believable; and/or
educational.

2—Reflects good management.

3-Newscasters good person—
ality; his good judg—
ment in selecting stories;
entertaining; likes
other members of news

COLUMN

23

24.

25

26

136

ITEM

 

If viewer doesn't watch
them, why doesn't he?

Does station editorialize?

Does viewer feel station

should editorialize?

Why or why not?

CODE

 

block.
4-Newscasters and news—
casts lack professio-
nalism.
S-Local news more "local".
6-Too much violence
7—Too many commercials;
too interruptive.
8-Stories incomplete;
lack balance.
9—No answer.

O—Not applicable

l—Coverage of local events
not complete enough.

2—Use radio for local news.

3—Not enough time to watch
TV local news.

4—Not interested in news;
prefers other parts of
news block.

S-No answer.

O—Not applicable
l-Yes

2-No

3-No answer

O-Not applicable
l-Yes

2—No

3-No answer

O—Not applicable

l-Broadcasting opinions
help bring community
to action; fights apathy.

2-Broadcasters should have
“freedom of opinion", as
newspapers do (with res—
pon.).

3—Broadcasters have obli-
gation and responsibility
to "speak out" on contro—
versial issues; many view-
points should be heard;
counterbalance newspaper.

COLUMN

27

'28

29

137

ITEM

 

Opinion of station's
editorials

Number of eds. agreed with

Eds. devoted to local and
state issues

29.122

4—Keeps public informed;
brings issues into
perspective; brings
out "unthought of"
issues; helps viewers
form opinions.

5-Because of constant
contact with news
events, TV is best
qualified to give
Opinions.

6—Broadcasters should be
factual not opinionated;
should.pg£_judge people
or events; information
in newscasts is enough.

7—Constructive criticism
is good.

8-Editorialist's person—
ality and presentation
are objected to.

9—No answer.

O-Not applicable
l-Very bad
2—2

\lO‘U‘hbw
mmbw

-Very good
8—No answer

O-Not applicable
1—None

2-Some

3-About half
4-Most

S-All

6-No answer

O-Not applicable
1-None

2—Some

3-About half
4-Most

S-All

6-No answer

COLUMN

3O

31

32

138

ITEM

 

Eds. devoted to national and
international issues.

Is viewer better informed by
station's editorials?

Why or why not?

CODE

 

O-Not applicable
l-None

2—Some

3-About half
4—Most

S—All

6-No answer

O-Not applicable
1—Yes

2—No

3-No answer

O—Not applicable

l-No——Editorials are
generally about "out—
state" Grand Rapids
area.

2—Yes——Keeps public
informed; clarifies
issues; brings them
into perspective.

3-Yes--Separates opinion
from facts; vieWpoints
provide "food for
thought".

4—Yes--Helps form an
opinion by either
comparing vieWpoints,
both written and oral,
or by not comparing
them.

5-No--Keeps informed by
non-editorial sources;
editorials are too
"one-sided"; no bal-
ance.

6-Yes-—Brings out issues
and vieWpoints £25
ordinarily considered;
helps make voting
decisions.

7—Yes--Gives better over
all view of issues.

8-Yes——When editorials
are confined to local
and state issues, it
helps in understanding
the more immediate
environment.

9—No answer.

w— , .

.1...
1.
Ylnu

PC

33

PA a
«(J

44¢

 

COLUMN

33

139

ITEM

Has viewer communicated
with station about editorial
he disagreed with?

CODE

 

O-Not applicable
l-Yes-—Once

2—Yes--Twice or more often.
3-No

4-No answer

 

34

35

36

MULTI-CHANNEL VIEWERS

 

Channel having best programs

generally

If viewer has preference, why

does he have preference?

If viewer has no preference
Why doesn't he have one?

O-Not applicable
1-3

2-8

3-13

4—No preference
S—No answer

O-Not applicable

1-On general principles,
the respondent watches
and likes most of the
programs better.

2—This channel has better
family programs.

3—This channel has.better .
"special interest pro-
grams", i.e. late shows,
sports, documentaries,
cartoons, etc.

4-Better variety of pro—
grams.

S-More humor, comedy,
and entertainment.

6—This channel has better
information programs.

7-More general "mature"
programs

8-More programs of local
interest.

9-No answer.

O-Not applicable

l—Each channel carries
some good and some
poor programs. _

2-Viewer is selective in
watching particular
channels at particular
times.

3—Viewer doesn't watch
TV very much.

COLUMN

37

38

39

40

140

ITEM

The network national news
program usually watched
by respondent between 5
and 7 P.M.

Channel depended upon for net—
work "news specials“

Station depended upon most
regularly for local news.'

Why respondent tends to
depend more on this one
station for local news.

CODE

4-Viewer is entertained
by other media.

S-Program schedules change;
many programs are not
classified as "regular”.

6-Viewer feels all or
most programs are good.

7-The interest in pro-
grams is determined by
the program's subject
matter, and this de-
termines the channel
you'll watch.

8—No answer.

O-Not applicable
l-Walter Cronkite, CBS,
channel 3, 6:30 P.M.
2-Huntley-Brinkley, NBC,
Channel 8, 6:30 PaMo
3-Frank Reynolds, ABC,

channel 13, 5:30 P.M.
4-I have no one choice
every night.
5-I don't watch gay of
the above programs.

O-Not applicable

l-3-CBS

2-8-NBC

3-13-ABC

4-No answer

S-More than one station.

O-Not applicable

2—8

3-13'

4—No preference

5-Other (Newspapers,
radio, etc.)

6-No answer

7-More than one of above
elements.

O-Not applicable
1-Generally better qual-
ity in news presenta-
tion, particularly em-

phasizing quality of
newsmen.

COLUMN

41

42

141

ITEM

 

Why respondent doesn't
depend upon one partic-
ular station for local
news.

Viewer's choice if he
had to make one.

CODE

 

2-This station has more
up-to-date news more
often; more informative
generally.

3—This station has more
in-depth coverage.

4-This station covers
more news of a strictly
local nature.

S-This station is the
"first" with the news.

6—This station is viewed
because of "time con-
venience".

7-This station is viewed
because of habit.

8—Better reception.

9-No answer.

O-Not applicable

l-Respondent likes var—
iety of news.

Z-Local news times vary
among stations.

3-More dependence on
newspapers, radio, or
other media.

4—Respondent doesn't
watch local news be-
cause of absence from
home or other such
reasons.

S—General dissatisfac-
tion with all local
news presentations.

6-More than one station
has good local news
coverage.

7-Respondent watches
whatever channel happens
to be activated.

8-No answer

O-Not applicable
l-3

2-8

3-13

4—No answer

T
\.

0L

AI\4

..4«

in“.

4....

‘IHA

COLUMN

43

44

45

46

47

142

ITEM

Why viewer would choose
this particular station.

Do any of local television
stations editorialize?

Which channels editorialize?

Should TV editorialize?

Why or Why not?

CODE

O-Not applicable

1-Best local coverage;
more local in nature.

2—Better all—around
quality of newscasts
and newscasters.

3—This station is view—
ed by habit.

4—Most in-depth and
complete news coverage.

5-Viewer won't narrow
his choice, because he
feels more than one
station has good local
news.

6-This station appeals to
viewer's "special inter-
ests".

7-Viewer watches What-
ever channel happens
to be on; non-discrimin-
atory.

8-No answer

O-Not applicable
l-Yes

Z-No

3—No answer

O-Not applicable
2—8

3-13

4-No answer

5—8 and 13

O-Not applicable
l-Yes

2-No

3-No answer

O-Not applicable
l-Broadcasting opinions
help bring community
to action; fights

apathy.
2-Broadcasters should
have "freedom of
Opinion", as news—
papers do (with

COLUMN

47
Cont.

48

49

50

143

ITEM

Why or why not?

Does viewer watch these
editorials?

Viewer's opinion of Grand
Rapids TV editorials.

Number of editorials
viewer agrees with.

CODE

2-responsibility).

3-Broadcasters have obli-
gation and responsibil-
ity to "speak out" on
controversial issues;
many vieWpoints should
be heard; counterbal-
ance newspaper.

4-Keeps public informed;
brings issues into
perspective; brings
out "unthought of"
issues; helps viewers
form opinions.

S-Because of constant
contact with news
events, TV is best qu—
alified to give opin-
ions.

6—Broadcasters should be
factual, not opinion-
ated; should not judge
people or events; infor-
mation in newscasts is
enough.

7-Constructive criticism
is good.

B-Editorialist's person—
ality and presentation
are objected to.

9-No answer

O—Not applicable
l—Yes

2-No

3—No answer

O-Not applicable
l—Very Bad.
2—2

mount-w
mmbw

—Very good
8-No answer

O-Not applicable
l-None
2-Some

COLUMN

SO
Cont.

51

52

53

54

144

ITEM

Number of editorials
viewer agrees with.

Number of editorials
devoted to local and state
issues.

Number of editorials
devoted to national and
international issues.

Does viewer feel editorials
inform him of his community?

Why or why not?

 

CODE
3—About half
4—Most
5-All

6-No answer

O—Not applicable
1-None

Z—Some

3-About half
4-Most

S-All

6—No answer

O-Not applicable
l-None

Z-Some

3-About half
4-Most

5-All

6-No answer

O-Not applicable
l-Yes

2-No

3-No answer

O-Not applicable

l—No--Editorials are
generally about out—
state Grand Rapids
area.

2-Yes--Keeps public in-
formed; clarifies iss-
ues; brings them into
perspective.

3-Yes--Separates opinion
from facts; viewpoints
provide "food for
thought".

4—Yes-—Helps form an opin—
ion by either comparing
viewpoints, both written
and oral, or bY.22E
comparing them.

5-No--Keeps informed by
non-editorial sources;
editorials are too one-
sided; no balance.

COLUMN

54
Cont.

55

56

145

ITEM

 

Why or why not?

Has viewer ever communicated
with station about editorials?

Improvements in editorials.

2922

6-Yes--Brings out issues
and viewPointslggg
ordinarily considered;
helps make voting
decisions.

7-Yes—-Gives better over-
all view of issues.

8-Yes—-When editorials
are confined to local
and state issues it
helps in understanding
more immediate environ—
ment.

9—No answer.

O-Not applicable
l-Yes--Once

2-Yes--Twice or more often.
3—No

4—No answer.

O-Try to editorialize on
more community issues
that directly affect
the voter; TV should
"lead" public opinion. _

l-News sources should be
more adequately quoted;
there should be more
balance in news and edi—
torial presentations;
there should be much
data to support conclu-
sions after presenting
facts. More honesty,
truthfulness, credib-
ility. The whole story
should be told; more
research should be con—
ducted.

2—Editorializing is an
element of religion;
issues should be stu-
died in light of reli-
gion.

3—TV should not editor-
ialize for various re-
asons.

4—Editorializing should

COLUMN

56
Cont.

146

ITEM

 

Improvements in editorials.

2911B.

4-not be mere fault-find—
ing and name—calling;
criticism should be
constructive.

S-Subjects of editorials
should be broad and not
all devoted to certain
minorities or "narrow"
subjects; there should
be more editorials.

6—Editorials should be
promoted more often.

7-Editorials should be
put in the form of a
debate, where all sides
of an issue are exposed
to the viewer within
the same time period of
the same day. Establish
a community-wide organ-
ization.

8-There should be a better
editorial reporter.

9-No answer

 

APPENDIX I

 

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00.0 mm.m vm.ON mNomH Hmoom fim.ON hdooa 00.0 00.0 00.0 Bzmummm
o N NH m ma NH 0 o o 0 5H A00
00.0 00.0 00.0 00.0 00.0 00.0 mmoad hmohh hH.OH 00.0 Ezmumwm
o o o o o o h mw m 0 ma 400
00.0 00.0 00.0 00.0 00.0 00.0 00.0 oooo 00.00H 00.0 Ezmummm
o o o o o o o 0 mm 0 ma A00
00.0 00.0 00.0 om.MH mm.mH mN.mH mm.MH mm.mm hfiom 00.0 BZmUmmm
o o o w m m m HN m o ¢H 400
00.0 00.0 00.0 00.0 00.0 00.0 Hmomm mm.m 00.0 00.0 62mummm
o o o o o 0 mm N o 0 MA 400
00.0 00.0 00.0 00.0 00.0 00.0 mbofim 5v.w mm.m 00.0 BZmUmmm
o o o o o om m N N o NH A00
00.0 00.0 00.0 00.0 mo.NN 00.0 mdomw fimoma 00.0 5H.OH Bzmommm
o o o 0 ma 0 mN HH 0 0 HH AOU
00.0 00.0 00.0 00.0 00.0 00.0 00.0 00.0 Nv.mN mmovh Bzmummm
o o o o o o o 0 ma vw OH 400
00.0 00.0 00.0 00.0 00.0 00.0 00.0 00.0 vm.ON om.mm BZmUMmm
o o o o o o o o NH hw m 400
m m h o m w m N H o ZEDHOU

149

 

00.0 00.0 00.0 00.0 00.0 00.0 wwomH hH.OH mH.Hh 00.0 Bzmummm
o o o o o 0 HH 0 Nv o Hm 400
00.0 00.0 00.0 NHohN 00.0 mm.m bH.OH hoovv mN.mH 00.0 Bzmommm
o o o @H o N w mN m o Gm 400
00.0 00.0 00.0 mo.NN hHoOH Vm.Nm hHoOH moom 00.0 00.0 Bzmommm
o o o mH m Hm w m o o mN AOU
00.0 00.0 00.0 mo.NN 00.0 mmomm NHohN mNomH 00.0 00.0 Ezmommm
o o 0 MH 0 HN 0H m o . o mN #00
00.0 NHobN mmomH vo.mH mmomH om.MH moom 00.0 mo.H 00.0 BZMUmmm
0 0H CH HH OH m m o H 0 FN HOD
mm.mm mm.m mooH whom mooH V©.mH mNomH bH.OH mm.m 00.0 Bzmommm
mN N H. v H HH m m N o 0N Q00
00.0 00.0 00.0 00.0 00.0 00.0 hHoOH om.HH hm.bh 00.0 Ezmommm
o o o o o o w b mv o mN HOD
00.0 00.0 00.0 00.0 00.0 00.0 moom >¢.m fiw.wm 00.0 Bzmommm
o o o o o o m m Hm o fiN 400
00.0 00.0 00.0 00.0 00.0 00.0 mm.m m©.H mm.m mm.Hm BZMUmmm
o o o o o o N H N vm mN HOD
Hm.mN mmoH mm.m mm.m mm.m mo.H omoHH 00.0 mN.hm hv.m Bzmummm
5H H N N N H h o NN m NN HOU
00.0 00.0 00.0 00.0 00.0 00.0 mooH mm.m wv.om h¢.w Bzmommm
o o o o o o H N Hm m HN HOD
00.0 00.0 00.0 00.0 00.0 00.0 00.0 hwom mm.Hm 00.0 BZMUmmm
o o o o o o o m fim 0 ON A00
0 m h w m w m N H o ZEDHOU

150

 

wN.¢m mo.m mo.m mo.H 5v.m m©.H aon mm.H hv.m om.HH BZMUMHm
Nm m m H m H H H m h om HOD
00.0 00.0 00.0 00.0 00.0 mm.m Nmovm mw.H 00.0 00.0 BZMUmmm
o o o o o N mm H o 0 mm 400
Hm.0m m©.H mo.H 05.0 om.mH mo.m mm.HH NH.hN mooH 00.0 BZmUmmm
mH H H w m m h 0H H 0 NM HOD
m m n w m w m N. H o ZZDHOU

151

 

00.0 00.0 00.0 00.0 00.0 00.0 00.0 00.0 m®.m hm.Hm BZmDmmm
o o o o o o o o NH hNH OH HOD
00.0 00.0 00.0 00.0 00.0 00.0 00.0 00.0 mm.HN Nw.mh BZMDmmm
o o o o o o. o 0 0m mOH m HOD
00.0 00.0 00.0 00.0 00.0 00.0 00.0 00.0 mo.mm Hm.w® BZMDmmm
o o o o o o o C 0v mm m HOD
00.0 00.0 00.0 00.0 00.0 00.0 00.0 00.0 mm.om ¢O.m¢ BZMmem
o o o o o o o o on mm b HOD
00.0 00.0 00.0 ow.m 00.0 00.0 00.0 00.0 ¢N.mm hH.mv BZMDmmm
o o o m o o o o vb 00 o HOD
00.0 00.0 00.0 mm.N mm.VH ¢H.ON Hm.mm vmohN wvoH oooo BZmDmmm
o o o v ON mN hv mm N o m HOD
v¢.H OHoN 00.0 oo.m Hm.h mm.mH mm.hH mh.OH vm.hN mm.NH BZMDmmm
N m o m HH NN mN mH mm mH v HOD
00.0 00.0 00.0 00.0 00.0 Nh.o doom Hm.HH mhon 00.0 BZmDmmm
o o o o o H 5 OH mHH o m HOD
00.0 00.0 00.0 00.0 ¢¢.H 00.0 00.0 mm.¢m mo.¢@ 00.0 BZMDmmm
o o o o N O HO mw mm o N HOD
00.0 00.0 00.0 vv.H 00.0 mu.OH hm.mm mv.hv Nh.o 00.0 BZMDmmm
o o o N o mH mm mm H o H HOD
m m h m m w m N H o ZSDHOD

mmmZmH> HMZZEDI HBHDZ

152

 

MNoNH OO.m Hmoh ooom Nn.O Nv.mH hOoOH OB.OH mN.NH Nv.mH BZMDMMm
5H m HH m H hN ¢H mH pH 5N Ov HOD
00.0 00.0 vv.H Nb.O mH.h h0.0H mh.OH OO.mO Nh.O O0.0 BZMDmmm
O O N H OH fiH mH mm H O mm HOD
00.0 00.0 00.0 00.0 ovom mm.NH VO.m moofim v5.MN O0.0 BZmDmmm
O O O O m OH 5 Oh. mm O mm HOD
O0.0 00.0 00.0 ¢V.H fin.MN NfiomH mm.N mN.O¢ mNoNH O0.0 BZHDmmm
O O O N mm 5N # Om 5H O hm HOD
O0.0 hO.MH OH.N Nh.O Nnoo Nh.O hvom Ov.¢N mm.m muoHfl BZMDmmm
O OH m H H H m vM MH mm .Om HOD
Nm.¢ Nhoo Nhoo fioom v¢.H hv.o mmom OO.m h0.0H 5N.mm BZmDmmm
O H H h N m MH m «H Hm mm HOD
O0.0 O0.0 O0.0 O0.0 O0.0 mm.mm meow h0.0H Om.NN O0.0 ,Bszmmm
O O O O O NO NH vH Hm O flm HOD
00.0 00.0 00.0 00.0 00.0 00.0 00.0 O0.00H O0.0 O0.0 BZMDmmm
O O O O O O O mmH O O mH HOD
00.0 00.0 00.0 Hm.HH MN.NH mm.m N0.0N O0.0N MNoNH O0.0 BZMDmmm
O O O OH 5H mH mm mm 5H O vH HOD
O0.0 O0.0 00.0 00.0 O0.0 O0.0 vNodm OO.m Nhoo wv.H BZMDmmm
O O O O O O HmH m H N mH HOD
00.0 00.0 O0.0 00.0 00.0 mm.mm Nm.v vO.m N>.O O0.0 Bszmmm
O O O O O mNH O h H O NH HOD
O0.0 00.0 00.0 00.0 mH.h ¢¢.H mvohv hm.Nm O0.0 Hm.HH BZmDmmm
O O O O OH N OO mv O OH HH HOD
O O n O m w m N H O ZSDHOD

153

 

00.0 00.0 O0.0 OV.¢N OHoh ONoOv m0.0 b0.0H O0.0 mmom BZmDmmm
O O O Om OH Om NH OH O mH Hm HOD
00.0 00.0 00.0 OH.ON NB.O mm.flm h0.0H OvowN Nh.O mm.m BZmDmmm
O O O ON H Ofi vH Om H mH Om HOD
O0.0 vb.mN HHomH mNoNH HHomH HHomH mHoh ¢¢.H Nhoo mm.m BZMDmmm
O mm HN hH HN HN OH N H mH mv HOD
00.0 00.0 00.0 00.0 00.0 00.0 m>.OH Hm.h OO.H> mm.m BZMDMMm
O O O O O O mH HH OOH mH Ow HOD
mNomm 00.0 00.0 hvom OO.N fimohN hNohH Nhoo Nh.O mmom BZMDmmm
OO O O m v Om vN H H mH bO HOD
O0.0 O0.0 00.0 00.0 O0.0 O0.0 HboOH mhoOH mHoHO mm.m .BZMDmmm
O O O O O O ON mH mO mH Ow HOD
O0.0 Nh.O 00.0 00.0 hO.mH HH.mH fiO.m O¢.mm Nh.O mm.m BZMDmmm
O H O O OH HN h 55 H mH mv HOD
00.0 00.0 O0.0 O0.0 O0.0 O0.0 mm.NH mm.m Oh.bn O0.0 BZMDmmm
O O O O O O OH mH OOH O Ow HOD
0D.O O>.OH Nboo Nhoo Nhoo OO.N wfloH Nh.O von Om.OO BZMDmmm
O mH H H H O N H N NHH mv HOD
00.0 00.0 00.0 00.0 00.0 mm.m OO.m h¢.O O0.0 Om.OO BZmDmmm
O O O O O mH m O O NHH Nv HOD
00.0 mth vvoH OH.N wv.H vw.H OH.N Nh.O OO.N Om.OO EZMDmmm
O OH N m N N m H v NHH Hfl HOD
O O b O m w m N H O ZZDHOD

154

 

0N.No NN.0 40.N 00.0 NN.0H 00.0 0H.N NN.0 HN.HH Ne.0 Namommm
NN H N 0 NH 0 N H 0H N 0N Hoo
00.0 00.0 00.0 00.0 00.0 00.0 Ho.NN 0H.N NN.N NN.N Namommm
0 0 0 0 0 0 NHH N v NH NN Hoo
NN.NN 40.N NN.e No.m N0.m HN.HH 40.N HN.NH 00.0 NN.N szmommm
00 N o NH NH NH N 0N 0 NH em H06
00.0 00.0 00.0 00.0 00.0 00.0 NN.HN N0.N Ne.0o NN.N szommm
0 0 0 0 0 0 0N NH em NH NN Hoo
00.0 00.0 00.0 NN.NN 00.0 0H.N «0.N NN.Ne NN.NH NN.N 92mommm
0 0 0 00 0 N N NN NH NH NN H00
N N N N N e N N H 0 zstoo

155

 

00.0 00.0 00.0 00.0 00.0 00.0 00.0 00.0 00.00H 00.0 sz6mmm
0 0 0 0 0 0 0 0 N 0 N H06
00.0 00.0 00.0 00.0 00.0 00.0 00.0 00.0 00.00H 00.0 NZN6NNN
0 0 0 0 0 0 0 0 N 0 N H06
00.0 00.0 00.0 00.0 00.0 00.0 00.0 00.0 00.00H 00.0 sz6mmm
0 0 0 0 0 0 0 0 N 0 N H06
00.0 00.0 00.0 0N.NN 00.0 00.0 00.0 00.0 0N.NN 00.0 sz6mmm
0 0 0 N 0 0 0 0 N 0 N H06
00.0 00.0 00.0 00.0 NN.NN 00.0 00.0 NN.NN NN.NN 00.0 sz6mmm
0 0 0 0 H 0 0 H H 0 v H06
00.0 00.0 00.0 00.0 00.0 00.0 00.0 0N.NN 0N.NN 00.0 NNN6NN0
0 0 0 0 0 0 0 . N N 0 N H06
00.0 00.0 00.0 00.0 00.0 00.0 00.0 00.0 00.00H 00.0 azm6mmm
0 0 0 0 0 0 0 0 N 0 N H06
00.0 00.0 00.0 00.0 NN.NN 00.0 NN.NH NN.NN NN.NN 00.0 N2N6NNN
0 0 0 0 N 0 N N e 0 H H06
N N N N N e N N H 0 zst06
0N-NH Naomo H64

156

 

00.0 00.0 O0.0 O0.0 00.0 00.0 O0.0 O0.0m O0.0m O0.0 BZMDmmm
O O O O O O O H H O ON HOD
00.0 00.0 O0.0m 00.0 00.0 O0.0m O0.0 00.0 00.0 00.0 BZmDmmm
O O H O O H O O O O OH HOD
00.0 00.0 O0.0m 00.0 00.0 O0.0m 00.0 00.0 O0.0 O0.0 BZMDmmm
O O H O O H O O O O OH HOD
00.0 00.0 00.0 O0.0m O0.0m 00.0 00.0 00.0 00.0 00.0 BZMDMMO
O O O H H O O O O O 5H HOD
O0.0 00.0 00.0 00.0 O0.0 O0.0 O0.00H 00.0 00.0 00.0 BZmDmmm
O O O O O O N O O O OH HOD
00.0 00.0 00.0 00.0 00.0 00.0 O0.0 OO.m> OO.mN O0.0 BZMDmmm
O O O O O O O O N O mH HOD
00.0 00.0 00.0 O0.0m OmHNH O0.0 OO.mN OmoNH O0.0 O0.0 Bszmmm
O O O ¢ H O N H O O OH HOD
O0.0 O0.0 00.0 00.0 O0.0 O0.0 Om.hO OmoNH 00.0 00.0 BZMDOMO
O O O O O O h H O O mH HOD
00.0 00.0 00.0 00.0 00.0 OmoNO OO.mN Om.NH O0.0 O0.0 BZMDmmm
O O O O O m N H O O NH HOD
O0.0 00.0 00.0 00.0 O0.0N O0.0 O0.00 O0.0N 00.0 00.0 BZMOMMO
O O O O H O m H O O HH HOD
O0.0 O0.0 O0.0 O0.0 00.0 00.0 00.0 00.0 O0.00H O0.0 BZmDmmm
O O O O O O O O H O OH HOD
00.0 00.0 00.0 00.0 O0.0 O0.0 O0.0 O0.0 O0.00H O0.0 BZMDmmm
O O O O O O O O H O O HOD
O O 5 O m w m N H O ZZDHOD

157

 

00.0 00.0 O0.0 00.0 00.0 00.0 O0.0m O0.0m 00.0 00.0 BZmDmmm
O O O O O O H H O O Hm HOD
O0.0 O0.0 O0.0 O0.00H 00.0 00.0 00.0 00.0 00.0 00.0 BZMDMMO
O O O N O O O O O O Om HOD
O0.0 00.0 00.0 O0.00H 00.0 00.0 00.0 00.0 00.0 00.0 Bszmmm
O O O N O O O O O O ON HOD
00.0 00.0 00.0 O0.00H 00.0 00.0 00.0 00.0 00.0 00.0 BZmDmmm
O O O N O O O O HO O ON HOD
O0.0 O0.00H 00.0 00.0 00.0 00.0 O0.0 00.0 00.0 00.0 BZMDmmm
O N O O O O O O O O 5N HOD
O0.0 00.0 00.0 O0.00H O0.0 O0.0 00.0 00.0 00.0 00.0 BZMDMMO
O O O N O O O O O O ON HOD
00.0 00.0 00.0 00.0 00.0 00.0 O0.0 O0.00 O0.0 O0.0 BZMDmmm
O O O O O O O N V O O mN HOD
O0.0 00.0 00.0 00.0 00.0 00.0 O0.0 O0.00H 00.0 00.0 BZmDmmm
O O O O O O O N O O ON HOD
O0.0 O0.0 O0.0 00.0 00.0 00.0 O0.00H O0.0 O0.0 O0.0 Bszmmm
O O O O O O H O O O mN HOD
00.0 00.0 O0.0 O0.0 O0.0 O0.0 O0.0 O0.0 O0.00H O0.0 BZmDmmm
O O O O O O O O H O NN HOD
00.0 00.0 00.0 00.0 00.0 00.0 O0.0 O0.0 O0.00H O0.0 BZMDmmm
O O O O O O O O H O HN HOD
O O n O m O m N H O ZSDHOD

158

 

00.0 00.0 00.0 00.0 O0.0 .O0.00H 00.0 00.0 00.0 00.0 BZMDmmm
O O O O O H O O O O NO HOD
00.0 00.0 00.0 O0.00H 00.0 00.0 00.0 00.0 00.0 00.0 BZMDmmm
O O O H O O O O O O HO HOD
O0.0N 00.0 00.0 O0.0 O0.0 O0.0N O0.0N ooooO O0.0 O0.0 Bszmmm
H O O O O H H N O O OO HOD
00.0 00.0 00.0 00.0 O0.0 h0.0H h0.0H hOoOO 00.0 00.0 Bszmmm
O O O O O H H O O O Om HOD
O0.0 00.0 00.0 00.0 mmomm O0.0 b0.0H mmomm hOoOH O0.0 BZMDmmm
O O O O N O H N H O Om HOD
O0.0 00.0 00.0 00.0 mm.mm h0.0H O0.0 mm.mm h0.0H O0.0 BZMDmmm
O O O O N H O N H O mm HOD
O0.0 OO.mN 00.0 00.0 00.0 00.0 00.0 O0.0m OO.mN O0.0 Bszmmm
O H O O O O O N H O Om HOD
O0.0 O0.0 O0.0 O0.0 O0.0m O0.0m 00.0 00.0 00.0 00.0 Bszmmm
O O O O H H O O O O mm HOD
O0.0 O0.0 O0.0 O0.0 O0.0 O0.0m h0.0H O0.0 mmomm O0.0 BZMDmmm
O O O O O m H O N O Om HOD
O0.0 O0.0 O0.0 O0.0 O0.0 O0.0 O0.00H 00.0 00.0 00.0 BZmDmmm
O O O O O O N O O O mm HOD
O0.0m O0.0 O0.0 O0.0 O0.0m O0.0 O0.0 00.0 00.0 O0.0 Bszmmm
H O O O H O O O O O Nm HOD
O O n O m O m N H O ZSDHOD

159

 

00.0 00.0 00.0 00.0 00.0 00.0 NN.NH NN.NH NN.NN 00.0 sz6mmm
0 0 0 0 0 0 H H e 0 NN H06
00.0 00.0 00.0 NN.NH 00.0 NN.NH NN.NN NN.NN 00.0 00.0 ezm6mmm
0 0 0 H 0 H N N 0 0 NN H06
00.0 00.0 00.0 NN.NH NN.NH 00.00 NN.NN 00.0 00.0 00.0 sz6mmm
0 0 0 H H 0 e 0 0 0 HN H06
00.0 00.0 00.0 NN.NH 00.0 NN.NH NN.NN NN.NN 00.0 00.0 szm6mmm
0 0 0 H 0 H N. N 0 0 0N H06
00.0 NN.NH NN.NH NN.NH NN.NH NN.NN 00.0 00.0 00.0 00.0 szm6mmm
0 H H H H N 0 0 0 0 Ne H06
00.0 00.0 00.0 00.0 00.0 00.0 00.0 NN.NH NN.NN 00.0 szm6mmm
0 0 0 0 0 0 0 H N 0 Ne H06
NN.NN 00.0 00.0 00.0 00.0 NN.NN 00.0 00.0 00.0 00.0 azm6NmN
N 0 0 0 0 e 0 0 0 0 Na H06
00.0 00.0 00.0 00.0 00.0 00.0 NN.NH 00.0 NN.NN 00.0 szommm
0 0 0 0 0 0 H 0 N 0 Ne H06
00.0 00.0 00.0 00.0 00.0 00.0 NN.NH NN.NN NN.NH 00.0 ezm6mmm
0 0 0 0 0 0 H e H 0 Ne H06
00.0 00.0 00.0 00.0 00.0 00.0 00.0 00.0 00.00H 00.0 sz6mmm
0 0 0 0 0 0 0 0 N 0 Ne H06
00.0 00.0 00.0 00.0 00.00H 00.0 00.0 00.0 00.0 00.0 sz6mmN
0 0 0 0 H 0 0 0 0 0 Ne H06
N N N N N e N N H 0 zst06

160

 

Oh.hh 00.0 00.0 O0.0 Om.m O0.0 Om.m O0.0 Omom Om.m Bszmmm
OH O O O H O H O H H Om HOD
00.0 00.0 O0.0 O0.0 00.0 00.0 O0.00H O0.0 O0.0 O0.0 BZmDmmm
O O O O O O O O O O mm HOD
mm.mm 00.0 00.0 h0.0H O0.0 h0.0H O0.0 mmomm 00.0 00.0 BZODmmm
N O O H O H O N O O Om HOD
O O n O m O m N H O ZZDHOD

161

 

00.0 00.0 O0.0 00.0 00.0 00.0 00.0 00.0 O0.00H O0.0 BZMDMMO
O O O O O O O O H O O HOD
00.0 00.0 00.0 00.0 00.0 O0.0 00.0 00.0 O0.00H O0.0 BZMDmmm
O O O O O O O O H O O HOD
00.0 00.0 00.0 00.0 00.0 00.0 00.0 00.0 O0.00H O0.0 BZHDmmm
O O O O O O O O HO O h HOD
00.0 00.0 00.0 Oh.N 00.0 00.0 00.0 00.0 NN.NO O0.0 BZMDmmm
O O O H O O O O mm O O HOD
00.0 00.0 00.0 00.0 00.0 00.0 00.0 O0.00H 00.0 00.0 BZMDmmm
O O O O O O O Nm O O m HOD
00.0 00.0 00.0 00.0 OHoh m0.0m m0.0m hOoOH ON.OH O0.0 BZMDMMO
O O O O m mH mH b O O O HOD
00.0 00.0 00.0 00.0 00.0 00.0 00.0 mN.OH hh.OO O0.0 BZHDmmm
O O O O O O O OH NO O m HOD
00.0 00.0 00.0 O0.0 00.0 00.0 00.0 mOoON mH.Hh O0.0 BZODmmm
O O O O O O O mH hm O N HOD
00.0 00.0 00.0 O0.0 OOoO hhom OOomN Hm.NO mO.m O0.0 BZMDmmm
O O O O O m NH mm N O H HOD
O O b O m O m N H O ZSDHOD

mmIHN mDOMD de.

162

 

00.0 00.0 00.0 00.0 00.0 00.0 00.0 00.NN 00.NN 00.0 Nam6mmm
0 0 0 0 0 0 0 N N 0 0N H06
00.0 NN.N NN.HN 00.NN 00.0 NN.NH 00.0 NN.N 00.0 00.0 szommm
0 H N N 0 N 0 H 0 0 NH H06
00.0 NN.N 00.NN NN.He 00.NN 00.0 00.0 00.0 00.0 00.0 NZN6NNN
0 H N N N 0 0 0 0 0 NH H06
00.0 00.0 00.0N 00.0 NN.NN NN.N NN.N 00.0 00.0 00.0 szm6mmm
0 0 N 0 v H H 0 0 0 NH H06
00.0 00.0 00.0 00.0 00.0 00.0 NN.NH NN.NN 00.NN 00.0 ezm6mmm
0 0. 0 0 0 0 N N N 0 NH H06
00.0 00.0 00.0 00.0 00.0 00.0 00.0 00.NN 00.NN 00.0 NZN6NNN
0 0 0 0 0 0 0 NN NH _ 0 NH H06
00.0 00.0 00.0 00.NH 00.0H 00.NH 00.0N 00.NN 00NNH 00.0 sz6mmm
0 0 0 N N N 0H NH N 0 OH H06
00.0 00.0 00.0 00.0 00.0 00.0 NN.NN NN.N NN.N 00.0 azmommm
0. 0 0 0 0 0 Ne e N 0 NH H06
00.0 00.0 00.0 00.0 00.0 NN.NN NN.HH NN.NH NN.N 00.0 NZN6NNN
0 0 0 0 0 NN N N N 0 NH H06
00.0 00.0 00.0 00.0 NN.N NN.H 0N.NN NN.NN 00.0 00.0 szommm
0 0 0 0 N H NN 0N 0 0 HH H06
00.0 00.0 00.0 00.0 00.0 00.0 00.0 00.0 00.00H 00.0 sz6mmm
0 0 0 0 .0 0 0 0 H 0 0H H06
N N N N N s N N H 0 220H06

163

 

00.0 00.0 00.0 00.0 00.0 00.0 mmomm hOoOH O0.0m O0.0 BZmDmmm
O O O O O O O N O O Hm HOD
00.0 00.0 00.0 mm.mm O0.0 mm.O mm.O O0.0m O0.0 O0.0 BZmDmmm
O O O O O H H O O O Om HOD
00.0 00.0 00.0 mmomm O0.0 h0.00 00.0 00.0 00.0 00.0 BZMDmmm
O O O O O O O O O O ON HOD
O0.0 O0.0 O0.0 mm.mm O0.0 OO.mN OO.mN hOoOH 00.0 00.0 BZNDmmm
O O O O O m m N O O ON HOD
O0.0 50.HO mm.O mm.mm mm.O 00.0 00.0 O0.0 mm.O O0.0 BZHDmmm
O m H O H O O O H O 5N HOD
mmomm mm.O O0.0 mm.O O0.0 hOoOH mm.O mm.O h0.0H O0.0 BZMDmmm
O H O H O N H H N O ON HOD
00.0 00.0 00.0 00.0 00.0 00.0 mm.O h0.0H OO.mh O0.0 Bszmmm
O O O O O O H N O O mN HOD
00.0 00.0 00.0 O0.0 00.0 00.0 mm.O mm.O mm.mO O0.0 BZODMOO
O O O O O O H H OH O ON HOD
00.0 00.0 00.0 00.0 00.0 00.0 mm.mm O0.0 h0.00 O0.0 BZmDmmm
O O O O O O H O N O mN HOD
O0.0 HH.HH 00.0 00.0 HH.HH 00.0 00.0 O0.0 Obohb O0.0 BZMDmmm
O H O O H O O O b O NN HOD
O0.0 00.0 00.0 00.0 00.0 00.0 00.0 HH.HH O0.00 O0.0 BZmDmmm
O O O O O O O H O O HN HOD
O O b O m O m N H O ZEDHOD

164

 

00.0 00.0 00.0 00.0 00.0 O0.0m .O0.0 O0.0m 00.0 00.0 BZMDMMO
O O O O O O O O O O NO HOD
O0.0 OO.mN O0.0 OmoNH OmoNH Om.NH Om.NH OmoNH OO.NH O0.0 BZMDmmm
O N O H H H H H H O HO HOD
O0.0 h0.0 bOoO 00.0 00.0 mmomm mmomN O0.0H O0.0N O0.0 BZmDmmm
O N N O O OH h m O O OO HOD
00.0 00.0 mO.N O0.0 ON.m OH.mH .OOob mO.Hh 00.0 00.0 Bszmmm
O O H O N m m hN O O Om HOD
00.0 00.0 00.0 O0.0 O0.0 OhomH OO.N ONomm mooHN O0.0 BZMDMmm
O O O O O O m HN O O Om HOD
00.0 00.0 00.0 00.0 mO.HN NOoOH ON.m HH.NO OH.mH O0.0 BZMDmmm
O O O O O h N OH m O hm HOD
O0.0 HH.HH 00.0 00.0 00.0 00.0 HH.HH Omomm NN.NN O0.0 BZmDmmm
O N O O O O N OH O O Om HOD
OO.m 00.0 00.0 O0.0H OO.m OO.mH O0.00 OO.m O0.0N O0.0 BZMDmmm
H O O N H m O H O O mm HOD
O0.0 O0.0 O0.0 00.0 00.0 O0.0m ON.m N0.0H Nm.ON O0.0 BZHDMmm
O . O O O O OH N 5 OH O Om HOD
00.0 00.0 O0.0 00.0 00.0 mm.O hO.HO 00.0 00.0 00.0 BZMDMMO
O O O O O H HH O O O mm HOD
OO.mN O0.0 mm.O O0.0 mm.O mm.O O0.0 bO.HO mm.O O0.0 BZMDmmm
m O H O H H O m H O Nm HOD
O O n O m O m N H O ZEDHOD

165

 

00.0 00.0 00.0 00.0 00.0 00.0 NN.N NN.N 0H.NN 00.0 szm6mmm
0 0 0 0 0 0 N H, NN 0 .NN H06
00.0 00.0 00.0 NN.N 00.0 00.0 NN.N NN.NN NN.NH 00.0 azmommm
0 0 0 N 0 0 H HN N 0 NN H06
00.0 00.0 00.0 NN.N NH.NH N0.NN NN.N NN.N 00.0 00.0 azm6mmm
0 0 0 N N NH N N 0 0 HN H06
00.0 00.0 00.0 NN.N 00.0 NN.NN 0N.NH HN.NN 00.0 00.0 szm6mmm
0 0 0 N 0 NH O N 0 0 0N H06
00.0 NN.N NN.NH NN.NH NN.NN NN.NN NN.N 00.0 00.0 00.0 azm6mmm
0 N N N N N N 0 0 0 Ne H06
00.0 00.0 00.0 00.0 00.0 00.0 NN.N 00.0 NN.NN 00.0 szm6mmm
0 0 0 0 0 0 H 0 0N 0 Ne H06
0N.NH 00.0 00.0 NN.N NN.N NN.NN N0.NN 00.0 00.0 00.0 azm6mmm
e 0 0 H N NH N 0 0 0 Ne H06
00.0 00.0 00.0 00.0 00.0 00.0 NN.N NN.N NN.NN 00.0 ezm6mmm
0 0 0 0 0 0 H H NN 0 Ne H06
00.0 00.0 00.0 00.0 NN.N NN.N NN.N NH.NN 00.0 00.0 azm6mmm
0 0 0 0 N N N NN 0 0 Ne H06
00.0 00.0 00.0 00.0 00.0 00.0 00.0 NN.NH NN.HN 00.0 azmommm
0 0 0 0 0 0 0 N HN 0 ON H06
00.0 0N.NN 00.0 0N.NH 00.0 00.NN 00.0 00.0 00.0 00.0 sz6mmm
0 N 0 H 0 N 0 0 0 0 NO H06
N N N N N N N N H 0 zst06

166

 

hb.mm NO.H OO.N NO.H N0.0 00.0 00.0 00.0 Om.HH Om.HH BZmDmmm
ON H O H m O O O O O Om HOD
O0.0 O0.0 00.0 00.0 00.0 00.0 O0.00H 00.0 00.0 00.0 Bszmmm
O O O O O O Hm O O O mm HOD
OO.NH mN.m O0.0 OO.NH mN.m HO.mN O0.0 Om.NN 00.0 00.0 BZMDmmm
O H m O H O m b O O Om HOD
O O b O m O m N H O ZZDHOD

167

 

00.0 00.0 O0.0 O0.0 00.0 00.0 00.0 00.0 OOoOOH O0.0 BZMDOOO
O O O O O O O O m O OH HOD
00.0 00.0 00.0 00.0 00.0 00.0 00.0 00.0 O0.00H O0.0 BZMDOOO
O O O O O O O O m O O HOD
O0.0 O0.0 OOoO O0.0 00.0 00.0 00.0 00.0 O0.00H O0.0 BZODOOO
O O O O O O O O OO O O HOD
00.0 00.0 00.0 00.0 00.0 00.0 00.0 00.0 O0.00H O0.0 BZMDOOO
O O O O O O O .O ON O h HOD
00.0 00.0 00.0 OO.N 00.0 00.0 00.0 O0.0 OO.NO O0.0 BZODOOO
O O O H O O O O OO O O HOD
O0.0 O0.0 00.0 00.0 00.0 00.0 O0.00H 00.0 00.0 00.0 BZmDOOm
O O O O O O NO O O O m HOD
50.H OO.m hO.H mm.O hOcHH mmomN hOoHN bOoHH OO.mH O0.0 Bszmmm
H m H m 5 OH mH b O O O HOD
00.0 00.0 O0.0 00.0 00.0 HOoH HO.H m0.0 Nm.OO O0.0 BZMDOOO
O O O O O H H O Om O m HOD
O0.0 00.0 00.0 00.0 HO.H 00.0 00.0 OO.HO m0.0m O0.0 Bszmmm
O O O O H O O ON mm O N HOD
00.0 00.0 00.0 O0.0 O0.0 mm.OH mmomO m0.0m HO.H O0.0 Bszmmm
O O O m O NH hN OH H O H HOD
O O b O m O m N H O ZZDHOD
OOImm ODOOO HON

168

 

NN.HN 00.0 NH.N 00.0 vH.N vH.N NN.HN 00.0 HN.NN 00.0 azm6mmm
N 0 H 0 H H N 0 N 0 NN H06
00.0 00.0 00.0 00.0 00.0 00.0 NH.N NH.N HN.NN 00.0 92N6NNN
0 0 0 0 0 0 H H NH 0 HN H06
00.0 00.0 00.0 00.0 00.0 00.0 00.0 NN.N NN.NN 00.0 azm6mNN
0 0 0 0 0 0 0 H «H 0 0N H06
00.0 NN.N NN.NH 00.0N NN.N NN.N NN.N 00.0 00.0 00.0 azm6mmm
0 H N N H H H 0 0 0 NH H06
00.0 NN.N 00.0N 00.0N 00.0N NN.NH 00.0 00.0 00.0 00.0 szmommm
0 H N N N N 0 0 0 0 NH H06
00.0 00.0 00.0 00.04 NN.NN 00.0N NN.N 00.0 00.0 00.0 samommm
0 0 0 N N N H 0 0 0 NH H06
00.0 00.0 00.0 00.0 00.0 00.0 NN.N NN.NN NN.N 00.0 szmummm
0 0 0 0 0 0 H NH H 0 NH H06
00.0 00.0 00.0 00.0 00.0 00.0 00.0 HN.NN NH.NN 00.0 ezm6mmm
0 0 0 0 0 0 0 Ne NH 0 NH H06
00.0 00.0 00.0 NN.N 0N.NH NN.N NN.NH NN.NN NN.0N 00.0 samommm
0 0 0 v N 4 HH NN NH 0 NH H06
00.0 00.0 00.0 00.0 00.0 00.0 NN.NN NN.N 00.0 00.0 NZN6NNN
0 0 0 0 0 0 0N N 0 0 NH H06
00.0 00.0 00.0 00.0 00.0 NN.NN 00.0 HN.H 00.0 00.0 NZN6NNN
0 0 0 0 0 HN 0 H 0 0 NH H06
00.0 00.0 00.0 00.0 00.0 00.0 NH.NN NN.NN 00.0 00.0 NzN6NNN
0 0 0 0 0 0 NN HN 0 0 HH H06
N N N N N e N N H 0 zzNH06

169

 

00.0 00.0 00.0 00.0 00.0 hOoO hOoOO hOoO 00.0 00.0 Bszmmm
O O O O O H mH H O O mm HOD
hOoON 00.0 00.0 mmomH mm.mH h0.0 h0.0 mm.mm O0.0 O0.0 Bszmmm
O O O N N H H m O O Nm HOD
O0.0 00.0 00.0 00.0 O0.0 O0.0 mm.mH O0.0 bOoOO O0.0 Bszmmm
O O O O O O. N O mH O Hm HOD
00.0 00.0 00.0 h0.0 O0.0 h0.0 h0.0 O0.00 O0.0N O0.0 Bszmmm
O O O H O H H O m O Om HOD
00.0 00.0 00.0 h0.0 mmomH mmomb hOoO O0.0 O0.0 O0.0 Bszmmm
O O O H N HH H O O O ON HOD
00.0 00.0 00.0 hOoO O0.0 O0.00 h0.00 h0.0 00.0 00.0 Bszmmm
O O O H O O h H O O ON HOD
O0.0 hOoO mmcmH hOoON h0.0N h0.0N 00.0 00.0 00.0 00.0 BZODMOO
O H N O O O O O O O 5N HOD
O0.0N O0.0 O0.0 hOoO O0.0 O0.0N mmomm O0.0N O0.0 O0.0 BZODmmm
m O O H O m m m O O ON HOD
00.0 00.0 00.0 O0.0 00.0 00.0 h0.0 h0.0 h0.00 O0.0 Bszmmm
O O O O O O H H mH O mN HOD
00.0 00.0 00.0 00.0 00.0 00.0 hOoO O0.0 mmomO O0.0 Bszmmm
O O O O O O H O OH O ON HOD
00.0 00.0 00.0 00.0 O0.0 O0.0 O0.0 O0.00H. 00.0 00.0 BZODmmm
O O O O O O O H O O mN HOD
O O n O m O m N H O ZEOHOD

170

 

O0.0 00.0 00.0 00.0 00.0 O0.0 NoobH Om.O OOoOb O0.0 BZMDOOO
O O O O O O O m Om O OO HOD
OOoO mm.Om O0.0 O0.0 O0.0 O0.0 O0.0 O0.0 OH.OH O0.0 BZMDOOO
O O H O O H O H N O mO HOD
O0.0 O0.0 O0.0 O0.0 O0.0 OmoOm hNohN OmoOm 00.0 00.0 Hzmummm
O O O O O O m O O O NO HOD
O0.0 mOomO O0.0 O0.0 O0.0 OO.m OHoOHa O0.0 O0.0 O0.0 BZmDmmm
O m H O H H N O H O HO HOD
OO.mH OhoN HH.HH Oh.N OhoN OO.mH mm.O NN.NN NN.NN O0.0 BZmDmmm
m H O H H m m O O O OO HOD
00.0 00.0 O0.0 mH.N O0.0H HmoO NN.NH OO.mO 00.0 00.0 BZmDmmm
O O O H O O O Hm O O Om HOD
O0.0 O0.0 00.0 00.0 ONoO NOohH ONoO OOoOO mm.mN O0.0 BZmDmmm
O O O O N O N mN NH O Om HOD
00.0 00.0 00.0 00.0 mmoNO mH.OH O0.0 OhoON Hm.O OOoO BZODmmm
O O O O ON O O OH O O hm HOD
O0.0 NmuOH Owom O0.0 Ohgm O0.0 H0.0H OOoOO HOoOH O0.0 BZMDMOO
O m H O H O O NH O O Om HOD
OOoOH O0.0 OO.m O0.0N O0.0 OO.mH O0.0N O0.0N O0.0H O0.0 BZmDmmm
N O H O O m O O N O mm HOD
00.0 00.0 00.0 00.0 00.0 hmoOm Om.O ON.O OhoON O0.0 BZmDmmm
O O O O O ON m N OH O Om HOD
O O n O m O m N H O ZEOHOD

171

 

0N.NN HN.H NN.N 00.0 0N.NH 00.0 HN.H 00.0 NN.N NN.N szmommm
NN H N 0 N 0 H 0 e N NN H06
00.0 00.0 00.0 00.0 00.0 00.0 HN.0N NN.N NN.N 00.0 sz6mmm
0 0 0 0 0 0 0O N N 0 NN H06
NN.NN N0.N NN.N NN.HH NN.NH 00.0 NN.N NH.NH 00.0 00.0 szmommm
NH O N N N 0 N N 0 0 ON H06
00.0 00.0 00.0 00.0 00.0 00.0 NN.NN NN.HH NN.HN 00.0 azm6mmm
0 0 0 0 0 0 NH N NN 0 NN H06
00.0 00.0 00.0 NN.NN 00.0 NN.N NN.N NN.NN N0.N 00.0 szm6mmm
0 0 0 NH 0 H N HN v 0 NN H06
00.0 00.0 00.0 NN.HN NN.N HN.0N N0.N NN.NH 00.0 00.0 szommm
0 0 0 «H N NH N N 0 0 HN H06
00.0 00.0 00.0 00.NN 00.0 NN.HN HN.NH NN.NN 00.0 00.0 szm6mmm
0 0 0 HH 0 NH N NH 0 0 0N H06
00.0 NN.HN N0.N HN.NH NN.NH HN.NH NN.HH NN.N 00.0 00.0 azN6NNN
0 NH O N N N N H 0 0 NO H06
00.0 00.0 00.0 00.0 00.0 00.0 HN.NH NN.NH NN.0N 00.0 azmummm
0 0 0 0 0 0 N N HN 0 Ne H06
NN.NN 00.0 00.0 N0.N NN.N NH.NH NN.0N 00.0 NN.N 00.0 szommm
HN 0 0 N H N N 0 H 0 Ne H06
00.0 00.0 00.0 00.0 00.0 00.0 NN.NN NN.NH NN.NN 00.0 azm6mmm
0 0 0 0 0 0 NH N NN 0 Ne H06
00.0 NN.N 00.0 00.0 HN.NH NN.0N NN.N N0.NN 00.0 00.0 azm6mmm
0 H 0 0 N N H NN 0 0 N4 H06
N N N N N N N N H 0 zzNH06

172

00.0

 

O0.0 O0.0 O0.0 00.0 00.0 00.0 00.0 O0.00H O0.0 BZmDmmm
O O O O O O O O O O OH HOD
OOoO O0.0 00.0 00.0 00.0 00.0 00.0 00.0 O0.00H O0.0 EZODOmm
O O O O O O O O ON O O HOD
O0.0 OooO O0.0 O0.0 O0.0 O0.0 00.0 00.0 O0.00H O0.0 BZODOOO
O O O O O O O O m O O HOD
O0.0 O0.0 O0.0 O0.0 O0.0 O0.0 00.0 00.0 O0.00H O0.0 BZODOOO
O O O O O O O O mH O b HOD
00.0 00.0 00.0 00.0 00.0 O0.0 O0.0 O0.0 O0.00H O0.0 Bszmmm
O O O O O O O O OH O O HOD
O0.0 O0.0 O0.0 O0.0 O0.0 OOoOOH 00.0 00.0 00.0 00.0. BZODMOO
O O O O O HO O O O O m HOD
O0.0 OO.N O0.0 OO.N OO.m OO.N qunH Om.ON OoohO O0.0 Bszmmm
O H O H N H O h OH O O HOD
00.0 00.0 O0.0 O0.0 O0.0 O0.0 O0.0 0N.NH mOoNO O0.0 BZODMOO
O O O O O O N m Om O m HOD
00.0 00.0 O0.0 00.0 00.0 O0.0 O0.0 OOoHO Om.Om O0.0 Bszmmm
O O O O O O O hH ON O N HOD
00.0 00.0 00.0 00.0 00.0 mOoOH OO.HO OO.mO 00.0 00.0 BZmDmmm
O O O O O O 5H .OH O O H HOD
O O n O m O m N H O ZZDHOD

OOIOm mDomD "NOAH

173

 

00.0 00.0 00.0 00.0 00.0 00.0 00.0 00.0 O0.00H O0.0 BZmDmmm
O O O O O O O O mH O HN HOD
O0.0 00.0 00.0 00.0 00.0 O0.0 O0.0 O0.0 O0.00H O0.0 BZMDOOO
O O O O O O O O mH O ON HOD
00.0 00.0 mOomm OO.N Om.mH OO.m OmomH 00.0 00.0 00.0 Bszmmm
O O h H N H N O O O OH HOD
00.0 00.0 mHoOO OO.m OO.m OmomH OO.mN 00.0 00.0 00.0 BZHDmmm
O O O H H N m O O O OH HOD
O0.0 OO.m OO.mN O0.0 whoom OmomH OO.mN O0.0 O0.0 O0.0 BZMDmmm
O H m O O N m O O O hH HOD
00.0 00.0 00.0 00.0 00.0 00.0 OO.m N0.00 OOub O0.0 BZmDmmm
O O O O O O H HH H O OH HOD
00.0 00.0 00.0 00.0 00.0 00.0 00.0 ONoOO Hhon O0.0 BZHDmmm
O O O O O O O ON mH O mH HOD
00.0 00.0 O0.0 ONoNH mOoOH m0.0H mOoHN Hhon OOoO O0.0 BZMDOOO
O O O m O O O mH N O OH HOD
00.0 00.0 00.0 00.0 O0.0 O0.0 O0.00H 00.0 00.0 00.0 BZmDmmm
O O O O O O HO O O O mH HOD
00.0 00.0 00.0 00.0 00.0 OmohO OO.N 00.0 00.0 00.0 BZODOOO
O O O O O OO H O O O NH HOD
00.0 00.0 00.0 00.0 OH.mH mO.N O0.0m HN.Om O0.0 O0.0 Bszmmm
O O O O m H OH mH O O HH HOD
O O n O m O m N H O ZZDEOD

174

 

NN.N 00.0 00.0 NN.NH NN.NH 00.0 N0.NN NN.NN 00.0 00.0. .azmommm
H 0 0 N N 0 N N 0 0 NN H06
00.0 00.0 00.0 00.0 00.0 00.0 00.0 NN.NH NN.NN 00.0 azmommm
0 0 0 0 0 0 0 N HH 0 HN H06
00.0 00.0 00.0 NN.NH 00.0 00.0 NN.0N NN.0N N0.NN 00.0 azm6mmm
0 0 0 N 0 0 N N N 0 0N H06
00.0 00.0 00.0 NN.N NN.NH NN.0N NN.0N NN.NH 00.0 00.0 azmommN
0 0 0 H N N N N 0 0 NN H06
00.0 00.0 00.0 NN.NH 00.0 NN.NN N0.NN N0.NN 00.0 00.0 azmommm
0 0 0 N 0 N N N - 0 0 NN H06
00.0 N0.NN NN.0N NN.NH 00.0 NN.NH NN.NH 00.0 00.0 00.0 szommm
0 N N N 0 N N 0 0 0 NN H06
NN.0N NN.N 00.0 00.0 NN.N NN.NN NN.N NN.N 00.0 00.0 samummm
N H 0 0 H N H H 0 0 NN H06
00.0 00.0 00.0 00.0 00.0 00.0 NN.N NN.NH NN.NN 00.0 azm6mmm
0 0 0 0 0 0 H N 0H 0 NN H06
00.0 00.0 00.0 00.0 00.0 00.0 NN.N NN.N NN.NN 00.0 sz6mNN
0 0 0 0 0 0 H H HH 0 NN H06
00.0 00.0 00.0 00.0 00.0 00.0 00.0 00.0 00.0 00.0 sz6mmm
0 0 0 0 0 0 0 0 0 0 NN H06
NN.0N 00.0 00.0 NN.NH 00.0 00.0 N0.NN 00.0 NN.0N 00.0 NzN6mNN
N 0 0 N 0 0 N 0 N 0 NN H06
N N N N N N N N H 0 zzNHou

175

 

O0.0 hOoOO O0.0 O0.0 00.0 00.0 mm.mm O0.0 00.0 00.0 BZMDmmm
O N O O O O H O O O mO HOD
OOaO O0.0 O0.0 O0.0 O0.0 hOoOO O0.0 mmomm 00.0 00.0 BZmDmmm
O O O O O N O H O O NO HOD
O0.0 mm.mm mmomm mm.mm O0.0 OOoO 00.0 00.0 00.0 O0.0 BZODOOO
O H H H O O O O O O HO HOD
O0.0H O0.0 O0.0 O0.0H OOoO OO.Nm OO.NH O0.0 O0.0. O0.0 BZODOOO
O H N O O O m H N O OO HOD
00.0 00.0 00.0 00.0 OHoh OHoh H>.OH OO.mb 00.0 00.0 Bszmmm
O O O O N N m HN O O Om HOD
00.0 00.0 00.0 00.0 00.0 bmom hmom Hh.OO OHon 00.0 EZODmmm
O O O O O H H NH O O Om HOD
00.0 00.0 00.0 OHob HhoOH OO.mN OH.> m0.00 hmom O0.0 BZMDmmm
O O O N m h N mH H O hm HOD
O0.0 OO.mN OO.m O0.0 O0.0 OO.m OOomH O0.00 O0.0H O0.0 Bszmmm
O m H O O H m O N O Om HOD
Om.NH 00.0 00.0 00.0 00.0 OO.mN O0.0 O0.0 Om.NO O0.0 BZMDmmm
H O O O O N O O m O mm HOD
00.0 00.0 00.0 00.0 00.0 mO.Hh H>.OH OH.> Hh.OH O0.0 BZmDmmm
O O O O O ON m N m O Om HOD
00.0 00.0 00.0 00.0 00.0 00.0 O0.00H O0.0 00.0 00.0 BZMDOOO
O O O O O O mH O O O mm HOD
O O b O m O m N H O ZZDHOD

176

 

OO.mN mO.m mO.m OO.N mNoOH mN.OH mO.m mN.OH 00.0 00.0 BZODOMO
O H H N m m H m O O Om HOD
O0.0 00.0 00.0 00.0 00.0 00.0 OO.mN mN.OH OO.Nm O0.0 BZmDmmm
O O O. O O O O m mH O mm HOD
00.0 00.0 00.0 mm.Om O0.0 mOom mO.m chOO OmomH O0.0 Bszmmm
O O O O O H H NH O O Nm HOD
O0.0 00.0 00.0 NOoON OO.m OOgbm O0.0 OmoHH O0.0 O0.0 BZmDmmm
O O O h H OH O m O O HO HOD
O0.0 00.0 00.0 OO.mN O0.0 OOoOm mOom bb.Om mOom O0.0 Bszmmm
O O O O O OH H O H O Om HOD
O0.0 OO.mN mN.OH OO.N Om.mH mN.OH OO.N mOom mO.m OOoO BZmDmmm
O O m N O m N H H O OO HOD
00.0 00.0 00.0 00.0 00.0 00.0 OmomH mOom bh.OO O0.0 Bszmmm
O O O O O O O H HN O OO HOD
bh.Om 00.0 00.0 OmomH mOom whoom Om.mH mO.m O0.0 O0.0 Bszmmm
O O O O H O O H O O NO HOD
O0.0 O0.0 O0.0 00.0 00.0 00.0 Om.mH OO.mN OmoHO O0.0 Bszmmm
O O O O O O O O OH O OO HOD
00.0 00.0 00.0 00.0 mNoOH mN.OH mO.m OO.Nm O0.0 O0.0 Bszmmm
O O O O m m H mH O O mO HOD
O0.0 00.0 00.0 00.0 00.0 00.0 OO.NH OHoh OO.mN O0.0 BZODmmm
O O O O O O m N HN O OO HOD
O O b O m O m N H O ZZOHOD

177

 

OH.Om OOoO O0.0 O0.0 0N.NH O0.0 O0.0 O0.0 m0.0H Nmoh BZmDmmm
mN N O O m O N O O m Om HOD
00.0 00.0 00.0 00.0 O0.0 O0.0 Hm.NO mO.m mO.m O0.0 Bzmommm
O O O O O O ON H H O mm HOD
O O b O m O m N H. O ZZOHOD

178

 

 

 

Nb.-.) 1......
00.0 00.0 00.0 00.0 00.0 00.0 00.0 00.0 00.00H 00.0 92N6NNN
0 0 0 0 0 0 0 0 N 0 N H06
00.0 00.0 00.0 00.0 00.0 00.0 00.0 00.0 00.00H .00.0 szm6mmm
0 0 0 0 0 0 0 0 N 0 N H06
00.0 00.0 00.0 00.0 00.0 00.0. 00.0 00.0 00.00H 00.0 azmommm
0 0 0 0 0 0 0 0 .N 0 N H06
00.0 00.0 00.0 NN.NN 00.0 00.0 00.0 00.0 NN.NH 00.0 szN6NNN
0 0 0 N 0 0 0 0 H 0 N H06
00.0 00.0 00.0 00.0 00.00H 00.0 00.0 00.0 00.0 00.0 azN6NNN
0 0 0 0 NN 0 0 0 0 0 N H06
NN.N 00.0 00.0 00.0 NN.N 00.0 00.0 0N.N HN.NN 00.0 szN6NNN
H 0 0 0 H 0 0 N NN 0 N H06
00.0 00.0 00.0 00.0 00.0 00.0 NN.NH HN.0H NN.NN 00.0 NzN6mNN
0 0 0 0 0 0 N N NN 0 N H06
00.0 00.0 00.0 00.0 .0N.N 00.0 00.0 NN.NN NN.NN 00.0 azmommm
0 0 0 0 H 0 0 N NN 0 N H06
00.0 00.0 00.0 0N.N 00.0 HN.N NN.NN NN.NN 00.0 00.0 szN6NNN
0 0 0 H 0 N NH NN 0 0 H H06
N N N N N N N N H 0 zzNHoo

Nm>o H24 NN.N:omo NON

179

 

OOoO OOoO OOoO 00.0 00.0 O0.0 00.0 00.0 O0.00H O0.0 BZMDmmm
O O O O O O O O 5H O ON HOD
OOoO OO.m OO.Nm OO.NH OO.m OO.m OhoHH O0.0 O0.0 O0.0 BZODOOO.
O H O m H H N O O O OH HOD
OOoO OhoHH OO.NO HOoON OO.m OO.m O0.0 O0.0 O0.0 O0.0 BZMDMOO
O N O O H H O O O O OH HOD
O0.0 OO.m mOohH Oh.HH mmomN ONomm OO.m O0.0 O0.0 O0.0 Bszmmm
O H m N O O H O O O NH HOD
OOoO OOoO OOoO OOoO O0.0 O0.0 OO.m ON.OO OO.m O0.0 Bszmmm
O O O O O O H mH H O OH HOD
OOoO O0.0 OOoO O0.0 O0.0 00.0 00.0 mooOm mOomO O0.0 Bszmmm
O O O O O . O O ON 5H O mH HOD
O0.0 OOoO O0.0 HH.O HmomH Hm.mH OH.mm moohN Oh.N O0.0 BZHDOHO
O O O m m m mH OH H O OH HOD
OOoO O0.0 O0.0 O0.0 00.0 00.0 O0.00H O0.0 O0.0 O0.0 Bszmmm
O O O O O O mm O O O mH HOD
00.0 00.0 O0.0 O0.0 O0.0 OHoOO HOom Oh.N OhoN O0.0 BZMDOOO
O O O O O mm N H H O NH HOD
O0.0 O0.0 00.0 00.0 OO.NO O0.0 mm.mm Obom O0.0 O0.0 BZMDOOO
O O O O 5H O O H O O HH HOD
O0.0 00.0 00.0 O0.0 00.0 00.0 00.0 00.0 O0.00H O0.0 BZODOOO
O O O O O O O O OH O OH HOD
O O b O m O m N H O ZEDHOD

180

 

00.0 00.0 00.0 00.0 00.0 00.0 NN.NN NN.N NN.0N 00.0 azuummm
0 0 0 0 0 0 N H NH 0 HN H06
00.0 00.0 00.0 NH.HN 00.0 00.0 00.0 NH.HN NN.NH 00.0 azmommm
0 0 0 N 0 0 0 N N 0 0N H06
00.0 00.0 00.0 HN.NN NN.HH N0.NN NN.N NN.N 00.0 00.0 azN6NNN
0 0 0 N N N. H H 0 0 NN H06
00.0 00.0 00.0 NN.NN 00.0 NH.HN NN.NH NN.NH 00.0 00.0 azN6NNN
0 0 0 N 0 N N N 0 0 NN H06
00.0 HN.NN NN.NH NN.N HN.NN NN.HH NN.N 00.0 00.0 00.0 azmommm
0 .N N H N N H 0 0 0 NN H06
NN.0N 00.0 NN.N 00.0 00.0 NN.N NN.HH NN.N 00.0 00.0 ezmommm
NH 0 H 0 0 H N H 0 0 NN H06
00.0 00.0 00.0 00.0 00.0 00.0 NN.NH 00.0 NN.NN 00.0 samummm
0 0 0 0 0 0 N 0 NH 0 NN H06
00.0 .00.0 00.0 00.0 00.0 00.0 00.0 NN.N NH.NN 00.0 Namummm
0 0 0 0 0 0 0 H NH 0 NN H06
00.0 00.0 00.0 00.0 00.0 00.0 00.0 00.0 00.0 00.0 NZN6NNN
0 0 0 0 0 0 0 0 0 0 NN H06
NN.NN 00.0 NN.N 00.0 00.0 00.0 NN.N 00.0 HN.NN 00.0 azN6NNN
0H 0 H 0 0 0 H 0 N 0 NN H06
00.0 00.0 00.0 00.0 00.0 00.0 00.0 00.0 00.00H 00.0 szmummm
0 0 0 0 0 0 0 0 NH 0 HN H06
N N N N N N N l. N H 0 zzNHoo

181

 

00.0 00.0 00.0 00.0 00.0 00o0m 00.0m 00.0 00.0 00.0 BZHDmmm
0 0 0 0 0 N N O 0 0 N¢ HOD
00.0 00o0m 00.0 00.0 00.0 00.0, 00.0 00.0 00.0m 00.0 BZMDmmm
0 N 0 0 0 0 0 0 N 0 Hfl HOD
mhomv mNom mh.mH 00.0 00.0 mh.mH 00.0 mNoo mNom 00.0 BZNDmmm
h H m 0 O m 0 H H 0 0G HOD
00.0 00.0 OO.m 00.0 00om 00.0H 00.0H 00om0 00cm 00.0 Bszmmm
0 0 H . 0 H N N NH H 0 mm HOD
00.0 00.0 00.0 00.0 OO.m 00omH 00.0 OO.mw 00.mH 00.0 Bzmummm
0 0 0 0 H m 0. MH m 0 mm HOD
00.0 00.0 00.0 00.0 00.0 00omH 00.0 OO.mm 00.0m 00.0 BZMDmmm
0 0 0 0 0 m 0 HH 0 0 5m HOD
00.0 00.0m mm.O mmom 00.0 00.0 00.0 hmomH mm.OH 00.0 BZMDmmm
0 0 H H 0 0 0 N N 0 mm HOD
OO.mN OmoNH 00.0 0m.NH 00.0 00.0 0m.NH 00.0 0mohm 00.0 BZMDmmm
N H 0 H 0 0 H 0 m 0 mm HOD
00.0 00.0 00.0 00.0 00.0. 00.00 00omH 00.mH 00.0H 00.0 Bszmmm
0 0 0 0 0 NH m m N 0 vM HOD
00.0 00.0 00.0 00.0 00.0 00.0 00.00H 00.0 00.0 00.0 Bszmmm
0 0 0 0 0 0 NH 0 0 0 mm HOD
vmon mmom 00.0 00.0 mh.HH OO.m m0.hH OO.m 00.0 00.0 Bszmmm
m H 0 0 N H m H 0 0 .Nm HOD
m m h 0 m v m N H 0 ZZDHOD

182

 

00.0 00.0 00.0 00.0 00.0 00.0 HH.NV 00.0 NN.Nm 00.0 BZHDMNN
0 0 0 0 0 0 m 0 HH 0 mm HOD
00.0 00.0 00.0 ,0H.mm 00.0 00.0 ON.m mh.mH mh.mH 00.0 HZHDmmm
O 0 0 NH 0 0 H m m 0 Nm HOD
00.0 00.0 00.0 hm.h¢ 0N.m NN.0N mmJOH mm.OH 00.0 00.0 BZMDMHm
O 0 0 m H m N N 0 0 Hm HOD
00.0 00.0 00.0 HH.N¢ 0N.m mm.Hm 00.0 m0.HN 00.0 00.0 BZHDMflm
0 0 0 m H 0 0 v 0 0 0m HOD
00.0 mo.Nm NN.0N 0N.m mh.mH 00.0 00.0 .00.0 00.0 00.0 Bszmmm
0 0H m H m 0 0 0 O 0 me HOD
00.0 00.0 00.0 00.0 00.0 00.0 mh.mH mh.mH Nv.mo 00.0 BZmDmmm
0 0 0 0 0 0 m m NH 0 ow HOD
00.NN 00.0 00.0 00.0 00.0 mh.mH mm.OH 00.0 00.0 00.0 BZHDmmm
wH 0 0 0 0 m N 0 0 0 h? HOD
00.0 00.0 00.0 00.0 00.0 00.0 fi0.0m mm.0H mm.Nm 00.0 Bszmmm
0 0 0 0 0 0 h N 0H 0 0v HOD
00.0 00.0 00.0 00.0 m0.HN NN.0N 0N.m hm.hv 00.0 00.0 BZmDmmm
0 0 0 0 ¢ m H m 0 0 mv HOD
00.0 00.0 00.0 00.0 00.0 00.0 OO.mN 00.m 00.05 00.0 BZmDmmm
0 0 0 0 0 0 m H vH 0 V? HOD
00.0 00.0m 00.0 00.0 00.0 OO.mN 00.mN 00.0 00.0 00.0 BZmDmmm
0 N 0 0 0. H H 0 0 0 mfi HOD
m m h o m v m N H 0 ZZDHOD

183

 

NN.NN NN.N oo.o oo.o 0N.N NN.N No.0 HN.N HN.NH HH.N azmummm
NN o o o H H o N N N NN goo
oo.o oo.o oo.o No.0 oo.o oo.o NN.NN No.0 NN.N NN.N azmommm
o o o o o o NH o H o NN goo
NH.NN NN.N No.0 No.0 oo.o NN.NH No.0 NN.HN No.0 No.0 szmummm
NH H o o o .N o N o o NN goo
N N N N N N N N H o zzpnoo

TY

 

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