A STUDY OF THE FACTORS INFLUENCING THE ACCEHANCE on summon at meow mamas or MW mono snnous or mun MAW moems mooucm mo msmaum av RADIO smnou wm mum sum umvmm, em mm MICHIGAN Tin-sis fur flu but» a? PH. D. MICHIGAN STATE UNIVERSITY Lawrence 1". Frymir—e I961 . N This is to certify that the thesis entitled A STUDY OF THE FACTORS INFLUENCING THE ACCEP- TANCE OR REJECTION BY PROGRAM DIRECTORS OF MICHIGAN RADIO STATIONS OF ADULT EDUCATION PROGRAMS PRODUCED AND DISTRIBUTED BY RADIO STATION WKAR, MICHIGA TATE UNIVERSITY, EAST _ Pm“eme ‘J LANSING, MICHIGAN: Lawrence T. F rymire has been accepted towards fulfillment of the requirements for Ph. D. degree in Adult Education ’ "fl {k ’ y _ 4: / ’1'. [c /' ajor professor Date ‘5” / 1" " é / 0-169 LIBRARY Michigan State University ABSTRACT A STUDY OF THE FACTORS INFLUENCING THE ACCEPTANCE OR REJECTION BY PROGRAM DIRECTORS OF MICHIGAN RADIO STATIONS OF ADULT EDUCATION PROGRAMS PRODUCED AND DISTRIBUTED BY RADIO STATION WKAR, MICHIGAN STATE UNIVERSITY, EAST LANSING MICHIGAN by Lawrence T. F rymire Body of Abstract Submitted to the College of Education, Michigan State University of Agriculture and Applied Science in partial fulfillment of the requirements for the degree of DOCTOR OF PHILOSOPHY College of Education 1961 x ' ,_ ...//'\ ‘ Approvefiflixa—afz 4/ MZ/qu LAWRENCE T. FRYMIRE This study was concerned with the appraisal of the factors influencing the acceptance or rejection by Program Directors of Michigan Radio Stations of Adult Education program produced and distributed by Radio Station WKAR, Michigan State University, East Lansing, Michigan. The study was restricted to those Program Directors” of Michigan Radio Stations using Adult Education programs from the WKAR Tape PrOgram Ser- vice as of March, 1960. The 65 cooperating Program Directors were asked to evaluate programs of the WKAR Tape Program Service in relationship to several factors which they considered important to their daily programming practices. Opinions were sought from the Program Directors themselves in order to record and report pertinent information of value to the operator of the WKAR Tape Program Service and others engaged in similar operations or con- templating entering this area of Adult Educatiom The mail questionnaire and personal interview techniques were used to collect these data. A 72. 3 per cent return of questionnaires was achieved. From these data it was determined that there was a significant degree of relationship between the level of education completed by the Program Directors and the number and type of Adult Education programs accepted by the Program Directors. It was further determined that the Program Director does not actually formulate program policies at his station. The Program Director, although professionally supporting local Adult Education programs, did not actually participate in Adult Education activities in his local community LAWRENCE T. FRYMIRE The respondents made certain recommendations for a future tape pro- gram service. It was reported that 15-minute programs in the area of state government was a first choice for future tape program service distribution. Other most recommended program types were in the areas of interviews with prominent people, programs for teenagers, programs for the aging and chil- dren's programs. The Program Directors also recommended the develop- ment of prOgrams of five minute and 30 minute duration in the above areas. The Program Directors indicated a strong preference for programs on a one- programeper-week schedule. While objective measurement of acceptance or rejection of Adult Edu- cation programs can be helpful in determining the relative effectiveness of a tape program service, the findings of this study emphasize that meaningful identification of the problems facing the operator of a tape program can be profitably gained through subjective evaluation of on—the— job practices of those responsible for accepting or rejecting the programs. These data further suggested that this investigation represented an initial exploratory attempt to: Learn what factors were involved in acceptance or rejection of l. of Adult Education prOgram material by radio station Program Directors. 2. Learn what common ground existed between the operator of a tape program service and the consumers of the programs pro- duced by the tape program service. LAWRENCE T. FRYMIRE Formulate a logical approach to development of future tape pro- gram services or revision of existing prOgram service to con- form to the significant findings of the study. Additional study of the current and projected program needs of the radio broadcaster must be made before tape program service operators can effect major changes in program content and production techniques with any appreciable degree of certainty that a high degree of program acceptance will reward his efforts . A STUDY OF THE FACTORS INFLUENCING THE ACCEPTANCE OR REJECTION BY PROGRAM DIRECTORS OF MICHIGAN RADIO STATIONS OF ADULT EDUCATION PROGRAMS PRODUCED AND DISTRIBUTED BY RADIO STATION WKAR, MICHIGAN STATE UNIVERSITY, EAST LANSING, MICHIGAN by LAWRENCE T. FRYMIRE A THESIS Submitted to the College of Education, Michigan State University of Agriculture and Applied Science in partial fulfillment of the requirements for the degree of DOCTOR OF PHILOSOPHY College of Education 1961 ACKNOWLEDGEMENTS The writer wishes to express his gratitude and appreciation to Dr. Harold J. Dillon and to members of his Guidance Committee for their en- couragement and guidance during the planning of this study and the prepara- tion of this thesis. In addition, the writer is very grateful to the Michigan State University Bureau of Educational Research and in particular to Mr. John J. Paterson for assistance in the analysis of the data. The writer wishes to acknowledge his indebtedness to Radio Station WKAR and the cooperating members of the WKAR Tape Program Service for their help in carrying on the study. TABLE OF CONTENTS PAGE ACKNOWLEDGMENTS...................... ii LISTOFTABLES.......... ........ v PREFACE ............................ 1 CHAPTER I. THE PROBLEM. . . . . . ..... 7 Part I. Introduction . . . . . . . . 7 Part II. Statement of the Problem. . ..... 8 Part III. Importance and Need for This Study. . . . 9 Part IV. Basic Assumptions. . . . ....... . 15 Part V. Scope and Limitations of This Study. . . . 17 Part VI. The Methodology ......... . . . . 20 Part VII. Hypotheses to Be Tested. . . . . . . . . . 22 Part VIII. Definitions ..... . . ......... 22 Part IX. Review of The Literature ..... . . . . 23 H. THE METHOD OF INVESTIGATION ......... . 25 The Instrument of Measurement. . . . . . . . . . . . 25 The Sample. . ....... . . . . . ....... 26 The Procedure .for Analysis of the Data. . . . . . . . . 28 HI. REPORT OF TAPE PROGRAM SERVICES OPERATED BY BIG TEN UNIVERSITIES ............ 34 IV. REPORT AND ANALYSIS OF DATA. . ......... 43 Part A. Report of Respondents' Participation in the WKAR Tape Program Service. . ..... 44 Part B. Report of Relationship of Level of Education Completed by Program Directors to Number of Programs Accepted or Rejected Per Week from the WKAR Tape Program Service. . . . 50 CHAPTER APPENDIX A . APPENDIX B Part I. Part C . Part D. Part E. Part F. TABLE OF CONTENTS - Continued Report of Relationship of Level of Education Completed by Program Directors to Types of Adult Education Programs Accepted or Rejected from the WKAR Tape Program Service. . . . ............ Report of Rank Order of Importance of Items Used to Form Basis of Acceptance of Adult Education PrOgrams from the WKAR Tape Program Service ..... Report of Rank Order of Importance of Items Used to Form Basis of Rejection of Adult Education Programs from the WKAR Tape Program Service. . . . . Report on Other Miscellaneous Factors Relevant to the Study .......... SUMMARY, CONCLUSIONS AND IMPLICATIONS OF THE STUDY ............ . . . . Summary of Responses. . Conclusions of the Study. . Part II. . . Part III. . Part IV. . APPENDIX C Part I. Part H. APPENDIX D. . APPENDDC E. . . APPENDIX F. . BIBLIOGRAPHY ........ iv PAGE 52 56 61 68 88 89 93 97 100 101 102 115 117 118 124 129 130 137 TABLE 10. 11. LIST OF TABLES PAGE Respondent '3 Participation in WKAR Tape Program 44 Service ....................... Level of Education Completed by Respondents ...... 51 Relationship of the Level of Education Completed to Number of Adult Education Programs Accepted by 52 Pragram Directors ................. Relationship of the Level of Education Completed to Acceptance or Rejection of Adult Education Home and 53 Family Living Programs ............... Relationship of the Level of Education Completed to Acceptance or Rejection of Science Programs. Relationship of Level of Education Completed to Acceptance or Rejection of Current Affairs Adult . . . . . . . . 55 Education Programs. Relationship of the Level of Education Completed to Acceptance or Rejection of Cultural Enrichment Adult Education Programs . 55 Rank Order of Importance of Items Used to Form Basis of Acceptance of Adult Education Programs From the WKAR Tape PrOgram Service. Rank Order of Importance of Items Used to Form Basis of Rejection of Adult Education Programs from . . . . . . . . 66 the WKAR Tape Program Service. AMERICAN COUNCIL FOR BETTER BROADCASTS (A National Organized Listener Group) 71 Relationship of Number of Years in Broadcasting by 71 Respondents to Involvement of Organized Listener Groups in Station Programming Policy. . . . . . TABLE 12. I3. 14. 15. 16a. 16b. 17. 18. vi LIST OF TABLES - Continued PAGE Program Policy _i__s_ Formulated by: ........... 72 Program Policy Should be Formulated by: ........ 73 75 Community Classification by Respondents ........ Relationship Between Community Classification and "Yes" Response to: Should Organized Listener Groups Have A Voice in Determining Program Policy?. . 76 Relationship of Number of Years in Broadcasting to Number of Years Respondent was a Program Director. . . 78 Exact Probability Examination of Relationship of Number of Years in Broadcasting to Number of Years . . . . . . . . . 78 Respondent was a Program Director. Rank Order of Importance of Types of Programs Recommended by Respondents to be Offered in a Future Tape Program Service. . . . . . . 82 Rank Order of Importance of Lengths of Programs 86 Recommended by Respondents to be Offered in a Future Tape Program Service. . . . . . . . PREFACE Within the memory of most living Americans, the broadcasting industry has developed into a most influential force in our society. Its early beginnings included a series of experiments conducted by scientists, professors and stu- dents of physics and electrical engineering and amateurs. With little more than a 40 year history to look back upon, American radio has become an item of everyday use in more homes than any other form of mass communication. 1 According to figures compiled by the Research Division of the National Associa» tion of Broadcasters, as of January 1, 1960, there were 106, 007, 000 radio re- ceivers in American homes. In addition, it was estimated that there were 40, 387, 000 radios in automobiles. 2 Within the state of Michigan it is reported that a radio receiver in good working condition and presently in use, is found in 2, 200, 000 homes. This com- prises over 95 per cent of the homes in the state. 3 There are currently 105 AM (Amplitude Modulation) or standard broad- casting smtions operating in Michigan. In addition, there are 25 FM (Fre- quency Modulation), radio stations licensed to Michigan communities. The lShurick, E. P. 1., THE FIRST QUARTER CENTURY OF AMERICAN BROADCASTING, Midland Publishing Co., Kansas City, Missouri, 1946. zAllerton, Richard M. , Manager of Research, National Association of Broadcasters, Washington, D. C., 1960. 3Allerton, Richard M., op. cit., 1960 -2- total as of March 31, 1960 was 130 operating radio stations with applications pending or construction permits already granted by the Federal Communica- tions Commission for another 18 stations in the state . 4 Of the total number of operating radio stations in Michigan, there were nine educational non- commercial radio stations serving a major segment of the population. At Michigan State University, the development of radio broadcasting dates back to the first use Of wireless telegraphy during World War 1. Michigan Agricultural College, as it was known at that time, offered training in radio Morse code to army personnel and civilians. From 1917 to 1922 an "unofficial" amateur radio station was operated on the college campus. In 1922 the federal government officially recognized a radio station at Michigan Agricultural Col- lege and assigned it the call letters of WKAR. 5 Since August 18, 1922, the date of the original broadcasting license, Michigan State University has steadily engaged in presenting educational and cultural programs to the citizens of Michigan over station WKAR. From the earliest efforts in educational broadcasting, which consisted of a one-hour-per-day schedule, the growth of WKAR has developed to the pres- ent full schedule of programming. The schedule provides for broadcasts from sunrise to sunset six days per week with an additional eight hours on Sunday. 4Allerton, Richard M., Manager of Research, National Association of Broadcasters, Washington, D. C., 1960. SKamins, Robert w., Thesis, THE HISTORY OF RADIO BROADCASTING AND RADIO EDUCATION AT MICHIGAN STATE COLLEGE 1917-1947., 1946, p. 2 .. 3.. This approximates the maximum number of hours permitted under the daytime license granted by the Federal Communications Commission. In addition, WKAR-FM, which was established in 1948 and operates on an unrestricted license, Offers a 15 hour daily broadcast schedule, and eight hours on Sunday. Thus, the total radio broadcast effort of the University averages 98 hours per week, or 5, 096 hours per year. The growth of the operating schedule is re- flected in figures compiled in January, 1936 by J. Willis Brown of the Ohio State University Bureau of Educational Research. These figures showed that WKAR presented 6, 180 minutes of programming.6 In the month of June, 1960 WKAR and WKAR-FM Offered a combined total of 27, 120 minutes of program- ming. 7 During this period of growth and development, WKAR frequently was called upon to provide special educational programming for various commer- cial radio stations in Michigan. As the broadcasting industry developed in the state, WKAR found itself reCOgnized by many commercial radio stations as an established source of educational and public service programming. By 1949 work was begun on the preparation and production of a series of 13 transcribed programs relating the services of Michigan State College to the people of the state. ”This series is now in active preparation and will be 6Kamins, Robert W., Thesis, op. cit., p. 14. 7DAILY OPERATING LOG, WKAR WKAR—FM, June, 1960 -4- distributed to approximately 30 radio stations. This is the first attempt by the College to produce a 3913133 of programs for use by local stations. " 8 For the fiscal year Of 1950-51, the WKAR ANNUAL REPORT stated, "the extension of radio programs from the College to those areas beyond the reach of our broadcast stations, notably in the Upper Penninsula, has long been desired. " A number of radio station in reach of WKAR have re— broadcast programs regularly. During the year, programs furnished by tape recording have been sent out regularly on a limited basis. Among the earliest programs distributed were those related to the Michigan State Uni- versity Alumni Office and Consumer Food Facts which was presented in co- operation with the Cooperative Extension Service. A special vocational guidance series, Senior Outlook, was rebroadcast by the Paul Bunyan Network which is based at Traverse City and serves the communities of Traverse City, Petoskey, Alpena, Gaylord and Cadillac. In addition, stations in Marquette, Escanaba, Pontiac and the station Of the Cleveland, Ohio Public Schools were also served. The Coleman report further states: "By action of the State Board of Agriculture, April, 1951, funds were provided for expansion of this service to any Michigan station desiring to carry prOgrams. Equipment for tape re- cording and reproducing is on order and personnel will be hired to place this 8Coleman, Robert J., ANNUAL REPORT, Radio Stations WKAR WKAR-FM, 1949-50. . -5- service on a regular basis by Fall, 1951. This expansion of radio service will permit the College to reach listeners throughout the entire state with its own programs . " 9 As an example of the growth of the tape recorded program service to other Michigan radio stations, the following statement from the WKAR ANNUAL REPORT for 1951-52 is pertinent: "During the year, program series were furnished to 43 Michigan radio stations for rebroadcast on a regular basis . Twelve separate series of programs were offered for acceptance by the sta- tions. In servicing the stations, the Department has provided a total of 2, 889 separate programs on the tape network amounting to 881% hours of broadcast- ing. This is a creditable showing in this first year of tape service, but future offerings and bookings will undoubtedly exceed this first year's total. " 10 To substantiate the accuracy of the above prediction, the following is the latest summary Of the sc0pe of this activity: "The demand for this ser- vice continues to increase each year as broadcasters depend upon this source for public service and educational materials . During the past year, 20 ser- ies were offered to stations for their selection. Programs were accepted and used by 76 stations. This year, 9, 565 tapes were distributed to the net— work. This is an increase of over 1, 000 from the fiscal year 1958-59. The 9Coleman, Robert J., ANNUAL REPORT, Radio Stations WKAR WKAR-FM, 1951-52. 10mm -6— time given to WKAR programs by these other stations was 2, 573 hours, which is 51. 4 per cent the number of hours broadcast by WKAR in an entire year. This is an increase of over 20 per cent during the past year. " 11 As an active member of the National Association of Educational Broad— casters, which operates a tape program service for educational stations on a national basis, WKAR also provides program series on a regular basis for use by other NAEB member stations. An indication of the scope of this ac— tivity is the steady growth of acceptance of WKAR produced programs by mem- ber stations of the NAEB Radio Network. In 1959-60 five series of programs were carried by a combined total of 166 educational stations throughout the nation. During the later months of 1960, WKAR Tape Program Service regu- larly served commercial stations in such widely separated cities as Los Angeles, San Francisco, Philadelphia, Richmond, Milwaukee, and Wheeling. There are indications that this particular phase of program distribution will be expanded in the immediate years ahead and will eventually comprise a significant portion of the total program distribution system operated by WKAR. 11 . Frymire, Lawrence T. , ANNUAL REPORT, Department of Radio Broadcasting, 1959-60. CHAPTER I PART I THE PROBLEM Introduction The dynamism which characterizes America and what has been re- ferred to as "the American way of life" has long been closely associated with the philosophy of education for all citizens of our nation. Thus, from its earliest development, America has come to base much of her progress as a nation in the field of education. Educators have been sought out and placed in positions of influence and responsibility in the administration of governmental affairs at community, state, regional and national levels. In their wisdom, American educators were among the first to reCOg— nize the value to the educational process which is inherent in the radio broadcast media. Early in the develOpment of radio broadcasting, educa- tional institutions, public school systems and organizations allied with the educational process seized upon radio broadcasting as a means of extending the educational potential of students of all ages in school or beyond school age . 12 As a teaching device, or an aid to the teaching function, radio broad— casting has been a familiar tool to educators. Since the development of the 12Frost, s. E ., EDUCATION'S OWN STATIONS, University of Chicago Press, Chicago, Illinois, 1937. -7- -8- tape recording process, the American educational system utilized another tool allied to radio broadcasting which has admirable characteristics for the educator. Educators, who are themselves also radio broadcasters, have used the tape recording as a device to extend the program services maintained by radio stations under their control. Educational broadcasters, in vir- tually every part of the United States, have been sharing their educational program materials with commercial broadcasters. "There seems to pre- vail across the country a policy of serving local commercial broadcasters. A 1959 survey revealed that educational broadcasters in more than 30 states were extending their services to commercial broadcasters by means of tape recordings of educational pr0grams. " PART II Statement of the Problem This thesis is concerned with an identification, examination, and an— alysis of the factors influencing the acceptance or rejection of adult education programs, produced and distributed by Radio Station WKAR, by Program Directors of Michigan radio stations. 1 3McKenzie, Betty, Editor, THE FEASIBILITY AND ROLE OF STATE AND REGIONAL NETWORKS IN EDUCATIONAL BROADCASTING. Proceed- ings of conference held in Washington, D. (3., September 9-11, 1959. p. 167. PART III Importance and Need for This Study The operator of an educational tape program service faces the prob— lem of offering programs which will be of value to his consumers. He must determine the content, length, and format of the programs his service offers, or is to Offer, should he be planning to develop such an activity in the radio broadcasting field . In addition, he must be aware of the interest and needs of his consum- ers. This study is an attempt to provide the tape program service operator with data which can be of assistance in the wise management of such a ser- vice and in expanding it within the broadcast industry. The operator's human resources are the consumers of the tape pro- gram service and, for purposes of this study, the Program Directors of the Michigan radio stations using the WKAR Tape Program Service comprise the basic field of study. Through the use of the questionnaire and personal in- terviews, the writer secured information from the responses of 47 Program Directors (72. 3 per cent) employed at 65 Michigan radio stations using the WKAR Tape Program Service as of March, 1960. Since the operator of a useful and successful tape program service must become expert in knowing or anticipating the types of programs his con- sumers want, this study reflects some of the reactions and opinions of con- sumers and offers considerations which can be of importance in the field of, educational radio broadcasting as it is allied to the commercial broadcast industry. .. 10- This study attempts to identify what common ground exists between Program Directors employed at radio stations in communities of varying size, serving audiences ranging from metropolitan to rural. It further at- tempts to present a statistical profile of program directors at radio stations operating in the state of Michigan as of March, 1960. As part of this pro- file (see Appendix A) the writer has reviewed several areas of interest and activity of the respondents, both of a professional nature and also informa- tion which reveals some Of the personal characteristics of these persons, in order that the reader might formulate certain Opinions concerning the evolving radio broadcasting industry as of the date of this study. While the WKAR Tape Program Service has been widely accepted by broadcasters in the state of Michigan, there never has been a systematic at- tempt made to contact the consumers of the service to determine their par— ticular needs and interests. The WKAR Tape Program Service did not "grow like Topsy. " There has been present, throughout its development, a feeling or concern of the WKAR management that the basic programming offered has been the result of demands by the commercial broadcasting industry for pro- grams enabling them to fulfill their Obligation to operate "in the public inter- est, convenience, and necessity." The scope of the WKAR Tape Program Service, together with the ex- Panding development of similar services in other areas of the United States, Points up the need for study and research in this field. While the Tape Pro- gram Service operated by Michigan State University has certain unique aspects, .. 11.. there is a similarity of program content, management policy and consumer markets which indicate that every operator of an educational tape program service is performing his function within a broad general framework. For example: a. Program distribution is mainly confined to commercial sta- tions within the state boundary of the station providing the service. b. The program service is free. c. The tape program service operator usually makes contact with the Program Director in the cooperating stations. d. Tape program service operators have no data available with which to compare their own service since there has been little or no research reporting on the success or failure Of such ser- vices elsewhere. While the WKAR Tape Program Service is sponsored and financed by Michigan State University, it has been developed without the research which is normally associated with the activities of such an institution. The writer if of the Opinion that the financial investment alone merits careful attention to details of the program distribution service to insure both a wise invest- ment and a wise expenditure of public money in such an enterprise. Of even greater importance, however, is the matter of providing a tape program ser- vice which is significant in the light of present and future practices and needs 0f the radio broadcasting industry. -12- A survey of member institutions of the Big Ten was made in July, 1960. The survey revealed that all of the state-supported universities of this group now distribute educational and cultural program material to radio stations by means of tape recordings. 14 An examination of some of the similarities and differences in operating procedures and policies will lend emphasis to the need for the development of a sound and workable policy under which educational tape program services may be offered to the commercial broadcasting indus- try. There is a growing interest among operators of educational radio sta- tions in the area of sharing programming resources on a greatly increased scale, even to the extent of establishing live, inter-connected radio networks on a state-wide, regional or national basis. This provides another reason for establishing a sound management policy for the establishment and opera- tion of an educational prOgram exchange service. The National Association of Educational Broadcasters has, for many years, provided the broadcasting industry with an extensive exchange and dis- tribution facility for educational prOgram material. The NAEB Radio Net- work, as this service has become known, now serves over 100 educational radio stations in over 40 states plus Puerto Rico and several foreign countries. In July, 1960, the NAEB sponsored a seminar for managers of educational radio 14 Northwestern University, being a privately- endowed institution, was not included in the survey. Also, Northwestern is the only member of the Big Ten which does not operate a full-time radio station oriented to serve the gen- eral public on a state-wide basis. Hence, to include Northwestern in the sur- vey would have resulted in implying that the institution does not share the broadcasting concerns or interests of the state-supported Big Ten universities. The writer suggests that such an implication would be erroneous. - 13- stations which had as its purpose the study and development of a "live" national radio network and the establishment Of regional networks in various parts of the country in the field of educational radio broadcasting. The seminar par- ticipants also devoted attention to the further development of the present tape program service so as to bring about a more comprehensive service as well as insure that the service is fulfilling the needs of educational radio stations now and in the immediate future. Marked changes have occurred in the commercial broadcasting industry during the past decade which lend further importance for this study. Some of the more pronounced changes which have occurred are: a. The development of radio stations in communities of such small size that up until 1950 it was believed, by many broadcasting authorities, that these stations would prove unprofitable and thus would fail. b. The programming service offered by these "small-town- small market-daytime-only" radio stations was a sharp departure from network and "large-city-large-market-full-time stations." This has led to an evolution in radio programming, during the 1950's, which has resulted in shorter program segments and the practice of supplying the audience with a frequently chang— IV 0 ing program content. This has become known as the mUSIC and news" programming format. - 14 - c . The competitive situation which has developed with the growth and expansion of the television industry with the attending re- quirement for radio station operators to adapt management and programming practices to meet this economic and aud- ience-dividing challenge. (1. The steadily increasing involvement with programming content of individual stations and networks by the Federal Communica- tions Commission as the Commission processes license re- newal applications. e. The technological advances made in radio broadcasting equip- ment which enables virtually all stations to make use of pro- gram material produced in a variety of ways such as tape recordings and disc recordings of varying recording speed. The policy that the FCC intends to follow requires an applicant for a new station or for a renewal to prove he has diligently tried to discover the "needs" of his community and has planned programs to satisfy those needs. What the FCC proposes is documented program submissions prepared as the result of assiduous planning and consultation covering two main areas. First, a canvass of the listening public who will receive the signal and who constitute a definite public interest figure and, second, consultation with leaders in community life - public officials, educators, religious, the enter- tainment media, agriculture, business, labor, and others who bespeak the - 15- interests which make up the community. By the care spent in obtaining and reflecting the views thus obtained, it is felt the standard of programming in the public interest will be best fulfilled. To enable the Commission in its licensing function to make the neces- sary public interest finding, they intend to revise Part IV of their application forms to require a statement by the applicant, whether for a new facility re- newal or modification, as to (1) the measure he has taken, and the effort he has made, to determine the tastes, needs, and desires of his community or service areas, and (2) the manner in which he proposes to meet those needs and desires. It is the FCC's contention it can evaluate a programming re- port of that kind without straying into program control. This FCC activity has tended to make commercial radio station oper— ators more keenly aware of the desirability Of placing before the Commission a good record of educational and public service programming. PART IV Em Assumptions In conducting this study, the investigator was guided by the following assumptions: 1. a) that response to a questionnaire which provides for op- portunity to reflect interest and needs of the respondent can be taken to be indicative Of interest. —16— b) that responding to a questionnaire will be more indica- tive of interest than failure to respond. that the respondents will be cognizant of their own interests and motives for using the WKAR Tape Program Service. that the printed questionnaire can be a means to communicate with persons who are consumers of the WKAR Tape Program Service. that Program Directors are better qualified to evaluate the WKAR Tape PrOgram Service than non-program directors since the PrOgram Director is the person with whom the WKAR Tape Program Service has contact. that the prOgram needs, interests, and motives of the Program Director, as expressed by responses to items of the question— naire, when considered in point of view Of aggregate numbers of responses, will provide information which can be of value for consideration by operators of educational tape program services . that the expressed attitudes of the majority of the respondents will reflect a programming philosophy, the knowledge of which can be of value to operators of educational tape program ser- vices and others. that the views of Program Directors relative to strengths and weaknesses of an educational tape program service can be of value for consideration by operators of an educational tape pro- gram service. - 17- 8 . that the expressed opinions of the Program Directors sampled will be valid over a long enough period of time to be of value to Operators of an educational tape program service and others. 9. that if the operator of a tape program service has a knowledge of the needs and desires of the consumers Of that service, he is better prepared to determine the requirements of his tape program service in order to meet those needs and desires. 10. that knowledge of the attitudes of the consumers can enable the operator of a tape prOgram service to extend that service to others. 11. that with a knowledge of Program Directors' opinions regard- ing the service, the operator can increase his understanding Of the relationship of the tape program service to the broad- cast industry. PART V _S_cope and Limitations of This Study This study was concerned with factors influencing the acceptance or reJ'ection of Adult Education radio programs by Program Directors of 65 Michigan radio stations which were actually using programs distributed by -18- the WKAR Tape Program Service as of March 1, 1960. The Program Directors surveyed were employed at radio stations located within the state of Michigan, and were serving in stations located in communities ranging in population from the city of Detroit (1, 678, 613)15 to East Tawas (2, 040). 16 The power of the stations represented in this study ranged from a Clear Channel 50, 000 watt station (WJR, Detroit) to others ranging in power from 10, 000 watts (WKNX, Saginaw) to many 250 watt stations. Throughout the study, when referring to the Program Director, the in- vestigator assumed the PrOgram Director was the management person who ac- tually selects or rejects programs for his station. In all contacts, both per- sonal and by mailed questionnaire, the Program Director was addressed as the Program Director only although it is recognized that in the radio broad- casting industry there have always been individuals performing other manage- ment functions while being referred to as the Program Director. The term Adult Education used throughout the study referred to all . prOgrams supplied by the WKAR Tape Program Service since all programs distributed by the service were designed for general adult audiences . The adult listener was assumed to be one who had reached maturity, although not necessarily having attained the legal status of adulthood. 1PRELIMINARY FIELD COUNT OF POPULATION OF THE STATE OF MICHIGAN, U. S. Bureau of Census, E. S. Department of Commerce, Washington, D. 0., October, 1960. 16 U. S. CENSUS OF POPULATION, 1950., V01. 2., Part XXII., Table 6., U. S. Government Printing Office, Washington, D. C., 1951. -19- The total of some 20 separate program series offered to the Program Directors for their acceptance or rejection during 1959-60 represented a va- riety of program types ranging from agriculture to Broadway theater, from music appreciation to highway trafiic safety, from current events to the prob’ lems of alcoholism, from problems of adolescent behavior to the wise use of electricity on the farm and in the home. This diversity of prOgramming con- tent necessarily tended to make certain program types more appealing to in- dividual Program Directors than to others and thus gave the investigator an Opportunity to explor wide areas of personal program preferences among the respondents . In questions 1 - 2 - 3 - 14 — 15 - 16 - 17 - 18 of the questionnaire (see Appendix B, Part III, page 102), the investigator was examining areas of personal program preference. Confining the divergence of personal pref- erence to the greater rigidity of a questionnaire is difficult. The investiga- tor does not believe that a personal interview would produce any more satis- factory response since the respondent would not be protected by time and distance and the impersonality and anonymity of writing his own responses . It was recognized that these factors are part of a total Gestalt which is non-rigid, but changes with the constant development and evolvement of the individual Program Director in the dynamic broadcast industry. It is logical to assume that an appraisal of the findings of the study must always be viewed in the context of conditions of the broadcast industry in the state Of Michigan at the time of the sample. - 20 - Although printed directions were provided with the questionnaire and a letter of explanation was mailed with the questionnaire to each respondent, variables existed in terms of experience with previous questionnaires . These included familiarity with, and interest in, the WKAR Tape Program Service, tenure of the Program Director at his particular station and the differing personalities of the respondents. PART VI The Methodology: In determining the methodology for this study, the investigator con- sulted with his Guidance Committee in the development of a working plan and formulation of a broad plan of procedure. The problem was presented to a graduate seminar in Adult Education at Michigan State University in an effort to validate certain concepts of pro- cedure and to enable the investigator to "sound out" the group. The total problem was analyzed in considerable detail by the seminar with the result that a basic instrument of measurement was devised. The questionnaire was prepared and submitted to members of the writer's Guidance Committee for examination and suggested revisions prior to submitting it to the respondents . The files of radio station WKAR were made available to the writer to obtain information concerning the WKAR Tape Program Service which was relevant to the study. .. 21 _. After formulating the questionnaire, broadcasting colleagues of the writer filled out a sample questionnaire in order to provide the writer with an opportunity to time their response and to note their reactions. NO re- sponses were made at that time which indicated to the investigator the need for further revision. The investigator checked on validity further by obtaining assistance from the Bureau of Educational Research, College of Education, Michigan State University. All customers of the WKAR Tape Program Service, as of March 1, 1960, were provided with an opportunity to complete a copy of the question- naire. As a public relations gesture and to further test the validity of the instrument, the investigator toured a wide area of Lower Michigan on five occasions to visit cooperating Program Directors and have them fill out a questionnaire in person. The tours were carried out on the schedule out- lined in Appendix B, Part IV, page 115. A total of 20 Program Directors were thus contacted. The investigator found no significant difference in responses of the 20 personally contacted Program Directors when compared with responses supplied by 27 Program Directors who responded to the mailed questionnaire . The questionnaire used in this study, as well as other written com— munications which were a part of the methodology used in collecting the data, may be found in Part B, the Appendix, page 100. -22- PART VII Hypotheses to Be Tested: 1 . The educational background and experience of the Program Director will influence the amount and type of educational programs he will accept or reject from the WKAR Tape Program Service. 2. The Program Director actually does not formulate program policy at his station. 3 . The Program Director, although professionally supporting local Adult Education programs, will not have actually par- ticipated in adult education activities in his local community . PART VIII Definitions: The following definitions serve to identify frequently mentioned term- inology in the study: Program Director: An individual employed by a radio station who is charged with the responsibility of acquiring and scheduling radio programs. Station Manager: An individual employed by a radio station who is responsible for the management of the station. Sales Manager: Board of Directors: Organized Listener Group: Adult Education: Interest or Need or Desire: Motivation: R_eview of the Literature: .. 23 .. An individual employed by a radio station who is charged with the responsibility of selling broadcast time for the station. A group of persons who share ownership and policy-making responsibility of the station. A recognizable group of listeners who are served by a particular radio station. The expansion of adult experience into pur— poseful and planned activities with the aim of constructive change. For purposesof testing the hypotheses, in- terest or need or desire is that motivation which causes a person to check some item contained in the questionnaire. That which moves peOple to activity. PART IX The writer has found no evidence of previous research bearing directly on the subject of this study. A thorough examination of materials in the Michi- gan State University Library related to educational broadcasting and/or adult education from 1939- 1959 revealed no data pertaining to the problem. - 24 - In order to obtain a frame of reference to the problem, a survey of member institutions of the Big Ten was made in July, 1960. A report of this survey is included in Chapter III. A study of responses by Program Directors as to what they perceive to be the most desirable kind of tape program service is included in Chapter EU. The writer sees this study as of value in stimulating further research into an area that needs study and attention if it is to achieve the values inher- ent in educational radio broadcasting. Though it may produce few definitive or final answers, this study explores an area of great relevance to the edu- cational broadcaster. It may well become the basis for further related re- search. CHAPTER II THE METHOD OF INVESTIGATION The Instrument of Measurement: In determining factors influencing the acceptance or rejection by Pro- gram Directors of Michigan radio stations of adult education programs pro- duced and distributed by the WKAR Tape PrOgram Service, the first problem considered was that Of finding a satisfactory instrument of measurement. Investigation revealed that there was no body of data upon which to base judgments of such factors. Therefore, it was assumed that the study would be conducted in an area not previously studied. This factor Offered the writer the opportunity to conduct the study free of bias or opinion based upon previous knowledge or judgments related to the research of Others. Thus, a fertile field of investigation was available. The problem was discussed in detail with the Chairman and other mem- bers of the writer's Guidance Committee. The writer also discussed the prob- lem with colleagues in the field of educational broadcasting. Three of these broadcasters (all of whom administer tape program services) encouraged the writer to pursue the study and suggested possible values of such a study. The problem was presented to a graduate seminar in Adult Education at Michigan State University in order to further validate (a) the need for such a study and (b) to use the seminar participants as a resource for refining a -25- - 26 - draft of the instrument of measurement. The seminar provided the writer with constructive opinions concerning these matters and aided significantly in refining the instrument of measurement into its final form. To further validate the instrument, the writer utilized the resources of the Bureau of Educational Research at Michigan State University. Lastly, before submitting the instrument to the Program Directors of radio stations using adult education materials from the WKAR Tape Program Service, the writer again called upon colleagues in the field of educational broadcasting and asked them to fill out a trial copy of the final questionnaire. This afforded the writer the opportunity to study and time their reactions to the instrument. No major changes resulted from this procedure and the study proceeded. The Sample: As Of March, 1960, Program Directors from 65 Michigan Radio sta- tions were making use of the WKAR Tape Program Service. Communities in which these Program Directors were employed ranged in size from Detroit, the largest city in Michigan, to East Tawas, which is representa- tive of the smaller size communities to which radio stations were licensed in the state of Michigan. Thus, the sample included a cross-section of pop- ulation centers and a rather thorough representation of sizes and scope of operation of the more than 100 radio stations within the state of Michigan. The writer arranged a schedule of 20 personal interviews with coop- erating PrOgram Directors and mailed a questionnaire to the remaining 45 .. 27 - Program Directors in the sample. The personal interviews were arranged with the purpose of (a) having the Program Director respond to the question- naire with the writer present and (b) to carry out a station visitation among cooperating stations as a public relations gesture in behalf of the WKAR Tape Program Service of Michigan State University. An examination of responses furnished by the mail respondents re- vealed no significant difference from responses by those PrOgram Directors who were visited by the writer. The decision upon which the selection was made between those Pro- gram Directors to be contacted by mail and those to be personally visited was based upon the following considerations: (a) Mileage distance from the campus of Michigan State University. (b) Mileage separation between cooperating stations to be visited. (c) TO visit Program Directors in stations serving communities of varying types and sizes. ((1) To visit Program Directors in stations using varying amounts and types of programs from the WKAR Tape Program Service. (e) To visit Program Directors employed in stations which were non-commercial educational facilities and also to visit Pro- gram Directors employed in commercial outlets. (f) To visit Program Directors employed at independent, daytime- only stations and to visit Program Directors in full-time sta- tions which were affiliated with a national broadcasting network. .. 28 .. In assembling a list of Program Directors which would fit the above list of specifications, it was discovered that the writer was personally ac- quainted with most of the Program Directors . The acquaintanceship ranged from casual knowledge to long-time close friendship. Four of the Program Directors were former employees of the writer and obtained their introduc- tion to radio broadcasting under his guidance while undergraduates at Michigan State University These men were employed at stations serving Saginaw, Flint, Bay City and Battle Creek. In making the arrangements for the visit with the PrOgram Directors, each was contacted by telephone. Confirmation of date and time for the visit was made. Interviews lasted from 45 minutes to two hours, depending upon the time necessary to obtain all significant information needed for the study. No interviews were hastily conducted, nOr was any PrOgram Director forced to arrange for the interview. The writer was interested in the Pro- gram Director's total responses to the questionnaire and so conducted the interviews as non-directively as the limits Of each particular situation and the personalities involved would permit. In assaying the results of the personal interviews, the writer concluded there were many important values gained beyond the relevancy of the study it- self. _The Procedure for Analysis of the Data: The data, the hypotheses projected and the instrument used to make the investigation, suggested a summary of data in terms of percentages of responses - 29 - to particular items, rank order analysis, exact probability analysis and chi square analysis. In determining the grouping into categories of the various programs supplied by the WKAR Tape Program Service, it should be stated that the content of programs did not readily lend itself to strict areas of delimitation and that consensus of subject content or delineation of subject categories did not tend to exist among either cooperating broadcasters or those supplying the tape program service. This confusion is accented by the wide area of disagreement between broadcasters and the Federal Communications Com- mission's designation of prOgram classification and categories. Much dis~ agreement exists in this area. For example, a broadcaster will argue that a public affairs discussion program should not be classified solely as a pub- lic affairs program but should also be designated as an educational program since the content is readily recognized by broadcasters and listeners as being of educational value. Program Directors have tended to classify all adult education prOgram materials supplied by the WKAR Tape Program Service as educational in na- ture since they were provided by an educational institution. Such a broad classification did not take into account the various program types which were supplied by the tape prOgram service. Actually, the PrOgram Director had a choice in his program selections among a wide range of program for- mats and subject matter content. The purpose of the program selection or rejection was not considered since the individual Program Director functions ' _ . -- -.‘ 'v— --"--—‘v———.«--—— - m -- -.--_- --____--»-—— _____ -30- under conditions and policies peculiar to his own station objective and based upon his own broadcasting and educational experience . To attempt to identify all of these conditions and policies would prove unwieldy. For purposes of this analysis, the writer grouped the 13 program ser- ies offered by the WKAR Tape Program Service as of March, 1960 into the following four categories: 1. SCIENCE (60 (b) (C) Science News - High level science report based heavily on astronomy, chemistry, space achievements and pro- found investigations reported in leading professional journals . Progress Report - Pupular science report. Magazine of the air type presentation. Exploring the Museum - Scientific aspects of museum collecting and exhibit preparation. Reports on field collecting explorations and natural science involved. HOME AND FAMILY LIVING (a) (b) Livingwith Adolescents - Discussion by a professional dealing with problems of youth/ parent adjustment. Education Today - Explanation of annexation, curriculum planning, etc. Program aimed at the taxpaying parent and also citizens of the state who do not have children in school but are faced with the problem of voting for development of the total educational establishment. (C) (d) (e) -31- Homemakers Chat - Homemaking advice and suggestions based upon research and studies carried on by the Mich« igan State University College of Home Economics and other research and educational organizations. Farm Pulse - Practical farm news and information related to the field of agriculture. Resources of the Michigan State University College of Agriculture and other re- search and educational institutions as well as the Co- operative Extension Service are called upon for program material. Electricity at Work - Promotes wider use of electricity to lighten and make more efficient home and farm work. DISCUSSION AND CURRENT AFFAIRS (a) (b) (C) (d) Viewpoin - High level discussion program featuring MSU faculty members as they consider a wide range of topics and issues in the arts, science and humanities. Geography in the News - Background commentary of cur- rent events. Geopolitics. Situation Wanted - Radio documentary on unemployment as a social and economic problem. You Are The Jury - Highway traffic safety information. Accident prevention and legal explanations of accidents are featured. Driver responsibility is stressed. -32- CULTURAL ENRICHMENT (a) (b) Piano Profiles - Classical piano performance and com- mentary on compositions and composers. Music appre- ciation series. Curtain Goingyp - Current theater news dealing with Broadway and state of Michigan theater developments and trends. Other program classifications not included in program distribution as of March, 1960, but which are a part of the WKAR Tape Program Service at other times during the year were: 5. SPORTS (a) (b) (C) Spartan Sports Special - Football season only. Report dealing with MSU season, team and personalities. Col- legiate sports reported. High School Sports Report - Developments in Michigan high school athletics are reported. Winter Sports Report - Skiing and other winter outdoor sports attractions in Michigan are reported. Safety and health are stressed. TRAVEL AND RECREATION (a) The Week in Michigan - Tourist and outdoor recreation features are reported. - 33 - In addition, a variety of special emphasis program series are offered periodically. All program series are based upon resources of the WKAR staff and University specialists in content areas. Cooperating agencies lend their resources to program development when called upon. CHAPTER III REPORT OF TAPE PROGRAM SERVICES OPERATED BY BIG TEN UNIVERSITIES In July, 1960, a survey was made of managers of radio stations oper- ated by member institutions of the Big Ten for the purpose of (a) determining what, if any, pattern of operation existed concerning the distribution of edu- cational and cultural radio program materials and (b) to study how each par- ticular station was organized within the over-all organization of the support- ing university. Here, the writer was seeking to determine whether stations administered under a chief public relations officer would be more apt to dis- tribute radio program materials to other stations than would stations ad- ministered under an Extension Service or other administrative officer. A brief, three-part-questionnaire (see Appendix E, page129 ) was mailed to the manager of the following stations: 1. Purdue University, Station WBAA 2. Indiana University, Station WFIU 3. University of Wisconsin, Station WHA 4. University of Illinois, Station WILL 5. Ohio State University, Station WOSU 6. State University of Iowa, Station WSUI 7. University of Michigan, Station WUOM -34- 8. -35.. University of Minnesota, Station KUOM Northwestern University, Station WNUR, was not included in the sur- vey since Northwestern University is not a state-supported or land grant institution . Michigan State University, Station WKAR, was included as the organ— ization which supports the WKAR Tape Program Service, the center of this study . Response was forthcoming from each of the station managers, with the following relevant information reported: 1. 17 Henderson, John, Educational Program Supervisor, Station WBAA, Purdue University, Station WBAA, reported that the Purdue University School of the Air entered its 17th year of operation in September, 1960. In 1959, 18 Indiana radio stations broad- cast School of the Air programs by means of tape recordings to over 155, 000 public school pupils as part of their regular classroom activity. Stations desiring to subscribe to any or all of the 11 School of the Air series were required only to fill out an order form supplied by WBAA. Programs were supplied free of charge throughout the school year. 17 In addition to the School of the Air service, WBAA also maintained the Purdue Tape Service, which is a program dis- tribution service offered to radio stations and is made up of Purdue University, Lafayette, Indiana, July 20. 1960- - 36 - tape recordings of radio programs and series primarily in- tended for a general audience . The Purdue Tape Service started in 1953 with the in- stallation of a tape duplicator. The Tape Service makes available selected WBAA programs to any Indiana radio sta- tion so requesting. The cooperating station agrees to return the tapes regularly after use, paying only the return postage. Seventeen different program series were offered dur- ing 1956- 57 and consisted of ten for in— school listening and seven for the general radio audience. One program from each of these 17 series was broadcast by WBAA each week, requiring altogether 5.5 hours of broadcast time, or 6.1 per cent of the station's weekly broadcast time. These 17 pro- gram series were made up of 412 individual programs (15 and 30 minute duration) produced by WBAA and other Purdue personnel. Each of the 635 tapes, circulated by mail throughout the year, was used about seven times in the process. This made a total of 4, 293 individual tapes recorded and mailed. The 412 Purdue programs offered consumed 1, 799 hours of broadcast time on the 59 cooperating stations during the year. 18 WBAA serves the citizens of Indiana at 920 kc . as a part of the responsibilities of the Dean of Field Services and 18 Carroll, Jack, THE PURDUE TAPE SERVICE, Annual Report, 1956- 57. WBAA, Purdue University, Lafayette, Indiana. - 37 .. is administered by the Extension or Continuing Education Branch of Purdue University. 2. Indiana University, Station WFIU, reported serving 19 radio stations during 1958-59 with its School of the Sky (in-school) program service. In additon, programs intended for a gen- eral audience were supplied to ten other radio stations . WFUI, the FM service of Indiana University, is administered under a University vice-president whose responsibilities in- clude other mass madia and services such as the Library and the University Press. 19 3. The University of Wisconsin station, WHA, reported that be- cause it serves as the base station for a'ten station state-wide educational radio service, distributed few tape recordings to commercial broadcasters. WHA mainly relied upon its widely dispersed signals (via the nine other transmitters distributed throughout the state) to serve commercial stations requesting educational program service. WHA granted broadcasting authorizations to some 20 - 25 stations taking programs reg- ularly either live or for delayed broadcast by tape. However, WHA recording facilities are used by the Conservation Department, State Medical Society, the Extension 19 . Sulzer, Elmer, Director of Broadcasting, Station WFIU, Indiana Umversity, Bloomington, Indiana, July 15, 1960. - 38 - Division and other agencies for making tapes which they dis— tribute to commercial stations . This recording facility is used principally to serve state and other public agencies. WHA is administered under the Vice-President for Academic Affairs with a joint staff responsibility to the Wis- consin State Broadcasting Service (University of Wisconsin Radio Service) and the State Radio Council, the organization which is the policy-making group in control of the radio sta- tions, other than WHA, throughout the state.20 4. The University of Illinois, Station WILL, reported tape pro- gram service to some 37 Illinois radio stations. Programs were furnished on a no-cost basis and mainly consisted of material from the Cooperative Extension Service in the areas of Agricultural Extension and Home Economics Extension. The station is a department in the Division of University Broad- casting which is administered by the Director of Broadcasting serving under the Dean of the College of Journalism and . . 2 Communications . 1 20 Engel, Harold, Assistant Director, Station WHA, University of Wisconsin, Madison, Wisconsin, August 9, 1960. 21 Schooley, Frank, Director of Broadcasting, Station WILL, University Of Illinois, Urbana, Illinois, July 12, 1960. - 39 _ 5. Ohio State University, Station WOSU, reported a tape pro- gram service for Ohio radio stations. Programs were fur- nished on a no—cost basis and were supplied to stations with the understanding that thes programs were offered to a sta- tion on an exclusive basis and would not be offered to neigh- boring stations unless approval was granted by the first sta— tion served. WOSU is a department of the OSU Tellecom— munications Center which is an agent of the Department of Special Services operating directly under the office of the University President. 6. The State University of Iowa, Station WSUI, distributed taped programs to commercial stations on a very limited basis. This involved special programs by University musical groups and probably happens only once or twice each year. Programs must be carried on a sustaining basis. WSUI is administered through the University Extension Division. The radio station is a non-academic department of the University and in addi- tion to the Extension Division also is a responsibility of the 2 Provost and the office of the University President. 3 22 Quayle, Donald, Manager, Station WOSU, Ohio State University, Columbus, Ohio, July 20, 1960. 2 3Menzer, Carl, Director of Broadcasting, Station WSUI, State University of Iowa, Iowa City, Iowa, July 13, 1960. .. 4O - 7. ' The University of Michigan, Station WUOM, supplied tape re- corded programs to many radio stations in Michigan and some stations scattered throughout the United States. The most widely used series was "Let's Sing" which has been used by school systems in Michigan for many years as part of the in- school musical enrichment program. Other specific series are offered to radio stations requesting program service. No commercial sponsorship of WUOM programs is permitted and programs are furnished free of charge . WUOM is a responsibility of the Director of Broadcasting who also ad- ministers the University Television Service under a Univer- sity-wide policy making Executive Committee on Broadcasting. Chief administrative officer is the Vice-President in charge of University Relations . 24 I 8. The University of Minnesota, Station KUOM, distributed pro- grams via tape recording to commercial and educational sta- tions in the area, though not on a regular basis. Programs were supplied at actual cost and were mainly related to in- school service although occasionally adult level programs were distributed also . 24 Burrows, E. C., Manager, Station WUOM, University of Michigan, AIIIIArbor, Michigan, July 12, 1960. - 41 - The University Institute of Agriculture maintains its own program distribution service for commercial stations. KUOM's chief administrative officer is the Director of Broadcasting who serves under the Dean of the Division of General Extension through an All University Advisory Com- mittee policy making group. 25 Information made available by WKAR, Michigan State University, re- vealed that the WKAR Tape PrOgram Service provided free program service to 76 Michigan radio stations during 1959—60. The programs ranged through some 20 program series dealing with subjects intended for a general adult audience . A total of 9, 565 individual tapes was provided to the cooperating stations and consumed 2, 573 hours of air time which was 51.4 per cent of the total broadcast time of WKAR WKAR- PM of 5, 000 hours per year. WKAR is a department of the Division of Broadcast Services functioning under the Director of Broadcasting. Chief administrative officer is the Assistant to the President, in charge of University Relations.26 In summary, the administrative organization of Big Ten radio stations ranges through a variety of plans . However, two areas of administrative control stand out. Three universities, Indiana University, The University Of Michigan, and Michigan State University, placed their radio stations under the administrative control of the chief officer in charge of university relations. ‘ 2 ‘ 5Paulu, Burton, Director of Broadcasting, Station KUOM, University of Minnesota, Minneapolis, Minnesota, July 14, 1960. 26 S . Frymire, Lawrence T., ANNUAL REPORT WKAR WKAR-FM, Michigan tate Umversity, East Lansing, Michigan. 1959-60- .. 42 .. Three other universities, Purdue University, State University of Iowa, and University of Minnesota, placed their radio stations under the adminis- trative authority of extension officers. The remaining three universities surveyed have placed their radio stations under the following administrative organization: 1. University of Wisconsin, Station WHA, Vice-President for Academic Affairs . 2. Ohio State University, Station WOSU, Office of the President. 3. University of Illinois, Station WILL, Dean of the College of Journalism and Communications. There does not appear to be any relationship between administrative organization of radio stations and the type or scope of tape prOgram service offered by Big Ten radio stations. Likewise, there does not appear to be any pattern of operation of the various tape program services operated by Big Ten radio stations. The only similarity existing among the tape program services is that in most instances there is no charge to the station receiving the service other than return postage for the tape recordings. CHAPTER IV REPORT AND ANALYSIS OF DATA The sample for this study included 65 Michigan Program Directors who were customers of the WKAR Tape Program Service as of March, 1960. Of the total, 45 Program Directors were contacted by questionnaire while 20 were scheduled for a personal interview by the writer. The study covers the questionnaires returned by 27 Program Directors and the questionnaires of the 20 interviewed Program Directors. A 72. 3 per cent return of questionnaires was achieved. Those questionnaires returned by mail contained some unanswered questions. In reporting and analyzing the data, the writer assumed those who failed to answer particular questions would have agreed with the average of those respondents who did answer the questions. In this chapter, the writer used Rank Order of Importance, Chi Square, Exact Probability and Percentage procedures in analyzing the data. The form- ulae used were: 1. Chi Square27 x2 = E ( 0- E )2 No correction for Continuity. E 27McNemar Quinn, PSYCHOLOGICAL STATISTICS, 2nd Edition, John Wiley 8: Sons, Inc., New York, 1955, pp 222 - 233. -43- -44- N 2 x2: [:(ad-cb)--2_ J N (ab) (Cd) (ac) (bd) Correction for Continuity. 2 . Exact Probability . 28 = (A-i-B)! (C+D) I (P+C)! (B+D)! N! A! B! C! D! Part A: Report of Respondents' Participation in the WKAR Tape Program Service . The participation by each respondent is indicated in the following table: Table 1. RESPONDENTS' PARTICIPATION IN WKAR TAPE PROGRAM SERVICE No. of No. of No. Station Programs Prtgram Title Hours Farm Pulse 1. WAGN 2 You Are The Jury 1/ 2 Farm Pulse You Are The Jury 2. WBCH 3 Science News 3/4 3. WBCK 1 You Are The Jury 1/4 Farm Pulse 4. WBCM 2 Exploring The Museum 1/ 2 Farm Pulse You Are The Jury Homemakers Chat 5. WBRN 4 Living With Adolescents 1 28 op. cit. pp 240 — 242. -45- No. Station No. of Programs Program Title No . of Hours j 9‘ WCAR You Are The Jury Living With Adolescents Science News Situation Wanted WCEN You Are The Jury Science News Electricity at Work 3/4 WC BY 11 You Are The Jury Farm Pulse Homemakers Chat Living With Adolescents Science News Piano Profiles Electricity at Work VieWpoint Education Today Geography in News Situation Wanted 3 1/4_ WCER You Are The Jury 1/4 WC RG You Are The Jury 1/4 WCSR You Are The Jury Situation Wanted 1/2 WDET You Are The Jury Living With Adolescents Science News Piano Profiles Situation Wanted 1 1/2 WDMI Homemakers Chat 1/4 WFBE You Are The Jury 1/4 WFDF Science News 1/4 -46- No. Station No . of Programs Program Title No . of Hours 16. WF YC You Are The Jury Homemakers Chat Living With Adolescents Education Today Situation Wanted 1 1/4fi 17. WGRD You Are The Jury Farm Pulse 1/2 WHAK You Are The Jury Homemakers Chat VieWpoint WHFB (Station scheduled programs dur- March, 1960, but cancelled the WKAR Tape Program Service just prior to interview by the writer.) WHTC You Are The Jury 1/4 WIOS You Are The Jury Farm Pulse Homemakers Chat Science News Electricity at Work Progress Report 1 1/2 WJBK You Are The Jury Living With Adolescents Science News Electricity at Work Viewpoint Exploring the Museum Geography in News WJPD Farm Pulse Homemakers Chat Electricity at Work Education Today Situation Wanted I 1 1/4 -47- No. Station No . of Programs Program Title No . of Hours 24. WJR 1 You Are The Jury 1/4 25. WKLZ You Are The Jury Farm Pulse Science News Electricity at Work VieWpoint 1 1/2 26. WKMH Farm Pulse 1/4 27. WKNX You Are The Jury VieWpoint 3/4 28. WKZO You Are The Jury Curtain Going Up 1/2 29. WLAV Farm Pulse Homemakers Chat Living With Adolescents Piano Profiles Education Today Geography in News Situation Wanted WLDM You Are The Jury Farm Pulse Homemakers Chat Living With Adolescents Science News Electricity at Work Viewpoint Curtain Going Up Exploring the Museum 2 1/2 WLEW You Are The Jury 1/4 WLST You Are The Jury 1/4 WMAB You Are The Jury Farm Pulse Homemakers Chat Electricity at Work Geography in News L1 1/4 ' l -48- No. Station No. of Programs Program Title No . of Hours 34. WMCR You Are The Jury Science News Piano Profiles Education Today Curtain Going Up Georgraphy in News Situation Wanted 35. WMPL You Are The Jury 1/4 36. WMRP You Are The Jury Farm Pulse Homemakers Chat Living With Adolescents Science News Situation Wanted 1 1/2 WMTE You Are The Jury Farm Pulse Homemakers Chat Living With Adolescents Piano Profiles Electricity at Work Viewpoint Education Today Situation Wanted 2 3/4 WMUZ You Are The Jury Living With Adolescents Science News ' Piano Profiles Geography in News 1 1/2_ WOAK 12 You Are The Jury Homemakers Chat Living With Adolescents Science News Piano Profiles Viewpoint Education Today Curtain Going Up Progress Report Exploring the Museum Geography in News Situation Wanted 3 1/2 -49- No. Station No . of Programs Program Title No . of Hours 40. WOWE You Are The Jury Farm Pulse Electricity at Work Curtain Going Up 41. WPON You Are The Jury 1/4 42. WSOO You Are The Jury Science News Viewpoint PrOgress Report Exploring the Museum 1 1/2 43. WTAC You Are The Jury Farm Pulse Electricity at Work Viewpoint 1 1/4 44. You Are The Jury Farm Pulse 1/2 45. You Are The Jury Science News Piano Profiles Situation Wanted 1 1/4 46. WUOM You Are The Jury Piano Profiles 3/4 47. WWBC Farm Pulse 1/4 of 3.55 programs per week from the WKAR Tape Program Service. Stations were using 168 programs per week. Total time involved per week: 46 3/4 hours . In summary, it was observed that the respondents accepted an average Their PrOgram acceptance ranged from one program per week by 14 Program - 50 - Directors (30 per cent of total respondents) to 12 programs per week by the Program Director who was the major consumer of the program service. Respondents scheduled an average of .994 hours of programs per week from the WKAR Tape Program Service. The number of broadcast hours devoted to WKAR Tape Program Service programs ranged from one— quarter hour per week at 14 stations (30 per cent of total sample) to a maxi- mum of three and one-half hours per week by the major consumer of the program service. At various times during 1960, the WKAR Tape Program Service sup- plied programs to a total of 85 Michigan radio stations with weekly shipments as high as 300 prOgrams. Part B: Report of Relationship of Level of Education Completed by Program Directors to Number of Programs Accepted or Rejected Per Week from the WKAR Tape Program Service. All respondents (100 per cent) reported having completed grade school. Nine respondents (19 per cent) of the total reported completion of high school. Nine respondents (19 per cent) of the total reported attendance or com- pletion of junior college . As shown in Table 2, the largest group of respondents had training be- yond junior college. Wenty-nine respondents (62 per cent) of the total grad- uated from a college or university. Six of the respondents who graduated - 51 .. from college or university reported additional training to the master's level. Wenty—one per cent of the graduates reported post-graduate work. The col- lege or university graduates reported study in 14 academic fields at 29 insti— tutions widely distributed throughout the United States . Of those reporting college graduation, 14 or 48 per cent had Radio, Television, Speech or Journalism as their major field of study. Table 2. LEVEL OF EDUCATION COMPLETED BY RESPONDENTS College or University Degree r 29 l 62% .7 Junior College :3] 19% . E;9_ | 197 I'll hSch 01 0 g 0 .0 5 10 15 20 25 30 35 40 4s 50 Number of Respondents The writer hypothesized that: The educational background and experience of the Program Director will influence the amount and type of educational programs he will accept or reject from the WKAR Tape Program Service. One of the major considerations in proposing this hypothesis was the belief that education plays an important role in shaping future behavior of those in the educational process. In seemed logical to assume that the longer one was involved in the formal educational process the greater would be its influ- ence upon him. In dealing with adult education program materials from the tape service, it was assumed that the Program Director would reveal this in- fluence in part by his acceptance or rejection of programs from the tape pro- gram service. .. 52 _ Tables 3, 4, 5, 6, and 7 show a high degree of support for the hy- pothesis. Using the Exact Probability technique, the writer demonstrated the relationship between the educational background of the Program Directors and the number of programs accepted by them for use on their respective radio stations. Table 3 reveals that there was relatively little chance involved in the responses studied. Table 3. RELATIONSHIP OF THE LEVEL OF EDUCATION COMPLETED T 0 NUMBER OF ADULT EDUCATION PROGRAMS ACCEPTED BY PROGRAM DIRECTORS NO. of Programs Educational Background of Program Director Accepted by Pro- Completed Completed Junior Total gram Director High School College or Beyond 0 - 5 Programs Acceiaed 7 30 37 6 - 12 Programs Accepted 2 8 10 Total 9 38 47 I? .00000 Part C . Report of Relationship of Levellof Education Completed by Pro—- gram Directors to 217233 of Adult Education Programs Accepted or Rejected from the WKAR Tape Program Service. Table 4 data reveal that only two responses in 100 could have occured by chance alone as the Probability factor totaled .01927. Twenty-seven of the Program Directors with junior college education or above accepted adult edu- cation programs dealing with Home and Family Living problems. Thus, - 53 - 57.2 per cent of the respondents supported the hypothesis while 11 Program Directors rejected this type of program. The Home and Family Living type of programs are related to the area of Liberal Arts and Humanities which was the predominant educational back- ground reported in the study. While 14 major fields of study were reported by the Program Directors, 62 per cent of them majored in the areas of Speech, Radio—TV and Journalism. None reported having studied extensively in the field of Science or Engineering. Table 4. RELATIONSHIP OF THE LEVEL OF EDUCATION COMPLETED TO ACCEPTANCE 0R REJECTION OF ADULT EDUCATION HOME AND FAMILY LIVING PROGRAMS Home and Family Education -- Number of Years Completed Living Programs High School Junior College or Above Total Accepted 3 27 30 Rejected 6 ll 17 Total 9 38 47 P .01927 Table 5 demonstrates the relationship of acceptance or rejection of science programs to the educational level of the respondents. In this re- spect, Table 5 demonstrates that while more Program Directors rejected science programs than accepted them, the level of education completed still retained a high degree of relationship. Only four responses in 100 could have been the result of chance alone as the Probability factor equalled .03619 . .. 54 _ The data revealed that 34 per cent of the Program Directors, who had com- pleted junior college or beyond, accepted science programs while 46.8 per cent of the respondents rejected this type of program. Table 5. RELATIONSHIP OF THE LEVEL OF EDUCATION COMPLETED TO ACCEPTANCE OR REJECTION OF SCIENCE PROGRAMS Science Education -- Number of Years Completed Programs High School junior College or Above Total Accepted 1 16 17 Rejected 8 22 30 Total 9 38 47 P .03619 Table 6 deals with the relationship of the level of education completed to the acceptance or rejection of Current Affairs Adult Education Programs. Reflecting their educational background as one of the factors involved, the respondents supported the hypothesis. The Probability factor was extremely negligible in this regard. Sev- enty-eight and six-tenths per cent of the respondents who had completed junior college or above accepted Current Affairs Adult Education Programs. Only one Program Director at this educational level rejected this type of pro- gram . -55- Table 6. RELATIONSHIP OF LEVEL OF EDUCATION COMPLETED TO ACCEPTANCE OR REJECTION OF CURRENT AFFAIRS ADULT EDUCATION PROGRAMS Discussion and Education -- Number of Years Completed Current Affairs Programs High School junior College or Above Total Accepted 4 37 41 Rejected 5 1 6 Total 9 38 47 P .00000 Table 7 relates to the relationship of the level of education completed to the acceptance or rejection of Cultural Enrichment Adult Education Programs by the respondents. The Probability factor is nil in this regard indicating there is a high degree of relationship between the acceptance or rejection of Cultural Enrichment Programs to the educational level and background of the respon- dents. Of the respondents who completed junior college or above, 21. 3 per cent accepted this type of program, while 59 . 5 per cent who completed junior college or above rejected them. Table 7. RELATIONSHIP OF THE LEVEL OF EDUCATION COMPLETED TO ACCEPTANCE OR REJECTION OF CULTURAL ENRICH- MENT ADULT EDUCATION PROGRAMS ___ Cultural Enrich- Education -- Number of Years Completed ment Programs High School Junior College or Above Total gcgpted 1 10 ll Rejected 8 28 36 Igtal 9 38 47 P . 00000 i ~56- In Table 7, as in Table 5, it appears that other factors than those re- ported in this study might be involved. In future studies in this area, one might wish to explore the relationship between the length of Science and Cul- tural Enrichment programs to: (a) the station programming format (b) the type of community in which the station is located (c) the specific type of program being offered within the category of Science and/or Cultural Enrichment (d) the other types of Adult Education programs being of- fered to the Program Director by the tape program service. Part D. Report of Rank Order of Importance of Items Used to Form Basis of Acceptance of Adult Education Programs from the WKAR Tape Program Service . Part one of the instrument used in this study questioned the respon- dents on the basis of their acceptance of programs from the WKAR Tape Pro- gram Service. The respondents were asked to rate 19 items as to their im- portance in program acceptance. a. A scale of values was explained as follows: Rate "1" those items you consider as very important to your basis for program selection. Rate "2" those items you consider of some importance to your program selection. Rate "3" those items you consider of little importance to your prOgram selection. (See Appendix B, Part III, page 102 ). _ 57 _ Table 8 shows the results of this questionnaire item. A strong "be- lief in the effectiveness of radio as an educational medium" (item 16 in the list) ranked first in the opinion of 64 per cent of the respondents. Two other items related to personal opinion were ranked second and third by the respon— dents. Item 12 ~ - "I believe these programs are what my audience wants to hear" -- was ranked second. Item 7 -- "I consider these programs 'good' for my audience" —~ was ranked third by the respondents. "An actual audition of the program under consideration" was ranked fourth in order of importance by the respondents. This was Item 2 in the list. "A written description of programs sent with the offering" was found first in the list, but ranked fifth in importance by the respondents . Another highly ranked item dealt with a personnel problem found in many small-market radio stations which have comparatively small staffs. The respondents ranked in sixth place Item 18 -- "I do not have staff to pro- duce similar programs . " The respondents reflected a somewhat pessimistic view of the com- munity in which they were employed when they ranked in seventh order of importance Item 19 on the list -- "I do not have local resource people who could bring this information to my station." Many of the respondents were employed at stations using the news and music format so familiar to radio listeners in 1960. The respondents ranked eighth in order of importance Item 10 on the list - - "The programs offer 'contrast' programming for my schedule. " It was assumed by the writer .. 58 .. that the Program Directors were basing their selection of programs from the WKAR Tape Program Service upon the fact that the programs were all "talk" programs and contained material which normally would not be found on their schedule. Of the respondents, 38.4 per cent ranked the item in this manner. Personal program preference found its way into the judgment of the respondents again when they ranked Item 6 from the list -- "My personal pref- erence as to type of program which should be on my station" -- in ninth order of importance. It should be noted that this item did not rank higher in im- portance because, contrary to popular belief, this study proved that the Pro- gram Director did not actually formulate program policy at his radio station. Tenth in order of importance, the respondents viewed programs from the WKAR Tape Program Service as filling a programming need imposed upon them by the terms of the station license. They ranked Item 4 -- "Pro- grams fill the FCC 'public service' requirements" -- below the median. Convenience apparently was involved in the eleventh ranked item - - "The programs fit into a particular time slot. " In this case, either the pro- gram length or subject matter were looked upon as being of importance in basis of program selection. The "image" of a great university apparently did not influence the re- spondents to any great extent. They ranked in twelfth place Item 8 from the list -- "Prestige of Michigan State University." Only six (13 per cent) of the respondents valued this item number one as being velimportant in pro- gram selection. .. 59 .. The recommendation of others did not sway the respondents in their program selection. Item 3 in the list -- "Recommendation of others" ~- was placed in thirteenth place by the respondents. Only one Program Direc- tor (2.1 per cent of total) valued this item one as being very important in pro- gram selection. Cost of programs was not considered to be an important factor in pro- gram selection. Sixth-eight per cent of the respondents rated Item 9 -- "This is a free source of program material" -- as being of little importance in their consideration of program acceptance. This appears in fourteenth rank order of importance. The data revealed that the respondents consider the programs of the WKAR Tape PrOgram Service to be of some stature since they rated Item 5 -- "The programs are good 'fillers' for my schedule" -- down in fifteenth order of importance. The respondents placed Item 17 -— "Pressure from local groups" ~— sixteenth in rank. The respondents apparently have placed themselves above being in- fluenced by any past association with either WKAR or Michigan State Univer- sity in their consideration of programs. Item 13 -- "A past connection with WKAR" - - ranked seventeenth and Item 15 - — "A past connection with MSU" - - ranked eighteenth. Both were considered to be of little importance in the acceptance of programs. .. 60 - Ranked last (nineteenth) was Item 14 -- "I have no organized plan for selecting programs. " However, three of the Program Directors (6.4 per cent of the total) did indicate this item was a factor of consideration for them as they valued the item one. The writer assumed that where no answers to this portion of the in- strument were given, they would agree with the average. Table 8. RANK ORDER OF IMPORTANCE OF ITEMS USED TO FORM BASIS OF ACCEPTANCE OF ADULT EDUCATION PROGRAMS FROM THE WKAR TAPE PROGRAM SERVICE Rank Item No. Value Weight Item Description I 2 3 1. 16 30 12 4 1.43 I believe radio is an effective educational medium. 2. 12 25 15 5 1. 56 I believe these programs are what my audience wants to hear. 3. 7 26 12 7 1.58 I consider the programs "good" for my audience. 4 . 2 28 9 9 1.59 A personal audition of programs offered. 5. 1 21 20 4 1 . 62 The written description of pro— __ grams sent with the offering. 6. I8 22 13 9 1.70 I do not have staff to produce similar prggrams . 7. 19 18 11 15 1.93 I do not have local resource peo- ple who could bring this informa- tion to 1:01 station . 8. 10 13 21 11 1.96 The programs offer "contrast" programming for my schedule . 9 . 6 10 17 18 A 2.18 My personal preference as to type of program which should be on my station. -6I- Rank Item No. Value Weight Item Description I ‘ 2 3 10. 4 11 11 23 2.27 FCC "Public Service" require- ments. 11. 11 9 10 25 2.36 The programs "fit" into a par- ticular time slot. 12. 8 6 15 23 2. 39 The prestige of MSU. 13. 3 1 21 21 2.47 The recommendation of others. 14. 9 7 5 33 2.58 This is a free source of program material. 15. 5 2 12 29 2. 63 Programs are good "fillers" for my schedule. 16. 17 0 6 36 2. 71 Pressure from local groups. 17. 13 3 6 35 2.73 A past connection with WKAR. 18 . 15 I 8 34 2. 77 A past connection with MSU. 19. 14 3 1 35 2.82 I have no organized plan for se- j lecting the programs. Part E . Report of Rank Order of Importance of Items Used to Form Basis of Rejection of Adult Education Programs from the WKAR Tape PrOgram Service . Question two of the instrument used in this study questioned the respon- dents on the basis of their rejection of programs from the WKAR Tape Program Service . in program rejection . The respondents were asked to rate 18 items as to their importance In the context of the study, these items were assumed - 62 - to be a criticism of the WKAR Tape Program Service. A scale of values was explained as in Question One of the questionnaire (see Part D of this chapter, page 56). The programming philosophy propounded by many commercial radio broadcasters is evident in the item ranked by the respondents as most impor- tant in forming a basis for program rejection. This philosophy places great emphasis upon programming which will appeal to the greatest segment of the total available audience at any one time. Critics have stated that a radio sta- tion practicing this philosophy of prOgramming will offer programs of the lowest common denominator in order to capture a so-called "mass audience" for the station. The respondents have ranked in first order of importance Item 12 from the list -- "Programs do not have wide enough appeal. " Fifty- five and two-tenths per cent of the respondents placed a value of either one or two in ranking this item. However, 17 Program Directors (36.2 per cent of the total sample) did not consider this item of importance as a basis for their program rejection. The educational broadcasters of America have been advocates of a philosophy of programming which results in production of programs intended for specialized audiences or which will respond to specific social, cultural or economic needs of the audience. Through a wide diversity of specialized Programs, the educational broadcaster thus hopes to reach a wide segment of the total available audience . Thus, one would expect the adult education PrOgrams offered by the WKAR Tape Program Service to be criticized for not having Wide enough or mass audience appeal. .. 63 .. The respondents felt that they already were scheduling an adequate quantity of public service programs . This is demonstrated when they ranked second in order of importance Item 7 from this portion of the questionnaire -- "My public service time is already filled. " Item 4 -- "Programs lack 'showmanship" —- was valued one or two by 44 per cent of the respondents . They ranked this item in third place in their scale of judgment. In fourth rank of importance, but tied with Item 4 in total score, was Item 11 —- "I already have similar material from another source." Forty per cent of the respondents valued this item one or two. In questions 19, 20 and 22 of the instrument (see Appendix B, Part III, page 102 ) the respondents revealed they were making use of educational pro- grams from various other colleges and universities as well as local school systems. Two more items which had identical total weight placed upon them were: Item 15 -- "The programs tend to 'kill' my audience" which was valued one or two by 40 per cent of the respondents and ranked fifth in importance. Item 18 -- "The programs do not 'fit' into my station programming format" -- valued one or two by 36 per cent of the respondents and ranked sixth in order of importance. Item 15 was valued one by only five of the respondents (10 . 3 per cent of the total). However, in question 7 of the instrument (see Appendix B, Part III, page 102) 72 . 2 per cent of the PrOgram Directors stated they felt _ 64 .. the programs tended to 11919 their listening audience and 79 per cent stated they believed the programs accepted were interesting to their listeners. Only 8 . 5 per cent of the respondents declared they felt the programs decreased their listening audience and only one (2. 1 per cent of the total) believed the pro- grams were mostly rejected by their listeners. Item 18 was valued one in importance by only six of the Program Directors (13 per cent of the total) while 12 (26 per cent) considered the item to be of some importance in basing their judgment for program rejection. Another 49 per cent did not consider the item to be of importance in their basis of program rejection. Ranked seventh by the respondents was Item 8 -- "Programs are not convenient length to fit my schedule. " In this regard, there was a conflict in judgment exhibited. In Chapter IV, Part F, page 68 , it will be noted that 70 per cent of the respondents ranked a continuation of 15-minute programs as the most important program length to continue to be offered by the WKAR Tape Program Service. In the first portion of the analysis, the respondents felt the programs did not have wide enough appeal and ranked Item 9 in eighth place -- "Pro- V gram topics are too 'highbrow .' The writer assumed these items would have been ranked in the same relative position. Only five (10. 3 per cent) of the Program Directors felt they were influ- enced to reject programs because programs did not arrive on time to meet their broadcast schedule. This was Item 2 in the list, but was ranked ninth by the respondents . _ 65 _ Four of the Program Directors objected to recording quality (Item 5). This amounted to 8. 5 per cent of the total sample. Eight others also felt this item was of some importance as a basis for program rejection while 30 (64 per cent) did not consider the item pertinent and by their cumulative judgment proceeded to rank the item in tenth place. Item 13 -- "We produce programs of this type ourselves" -- obtained the same total weight as Item 5, but was ranked in eleventh place. The program production techniques employed by the WKAR Tape Pro- gram Service was criticised by four (8 . 5 per cent) -of the respondents. Thirty- eight Program Directors apparently did not consider this item (Number 3 on the list) to be of major importance as a basis for program rejection. Their combined opinion resulted in ranking the item twelfth. Item 6 -- "Announc- ing is weak or amateurish" ~~ relates to unsatisfactory program quality. Again only four of the respondents believed this to be very important in de- ciding their rejection of programs. The majority opinion placed this item into thirteenth rank, although it obtained the same total weight as Item 3 did. In fourteenth place on the ranking was Item 10 -- "I lack adequate in- 9 formation as to program details.’ Only three Program Directors (6.4 per cent of the total) considered this item very important. Every adult education program distributed by the WKAR Tape Program Service identifies WKAR and Michigan State University as the program source. However, the respondents did not regard Item 16 -— "NBU is mentioned too often" -- as of any great concern. Not one of the Program Directors listed -67- Value Rank Item No. 2 3 Weight Item Description 5. 15 14 22 2.41 The prOgrams tend to "kill" my audience. 6. 18 12 23 2.41 The programs do not "fit" into my station programming format. 7. 8 9 24 2.42 Programs are not convenient length to fit my schedule. 8 . 9 15 21 2.42 Program topics are too "highbrow". 9 . 2 6 29 2. 60 Tapes do not arrive on time to I meet my schedule. 10. 5 8 30 2. 62 Recording quality is below standard. 11. 13 7 29 2.62 We produce programs of this type ourselves . 12. 3 5 31 2 . 67 Poor production technique is used. 13. 6 5 31 2.67 Announcing is weak or amateurish. 14. 10 7 32 2. 69 I lack adequate information as to grogram details . 15. 16 6 34 2. 85 MSU is mentioned too often. 16. 1 2 37 2. 90 Tapes arrive in poor condition due to packaging weakness . 17. 14 4 35 2. 90 I have no personal interest in this type of program material for my station. 18. 17 2 33 2.94 There is no interest in IVBU in my area. .. 66 - this item as very important. Seventy—two and two-tenths per cent felt it was of little importance. Majority opinion resulted in placing the item fifteenth in order of importance. Apparently the packaging methods used by the WKAR Tape Program Service are satisfactory since Item I ~- "Tapes arrive in poor condition due to packaging weakness" -— was ranged sixteenth. The respondents did not believe personal program preference was a basis for program rejection as they ranked in seventeenth order of importance Item 14 -- "I have no personal interest in this type of program material for my station. " The writer assumed this item would have been ranked in the upper value of importance since personal opinion is freely expressed in most phases of program judgment. Finally, the respondents placed Item 17 in eighteenth rank -- "There is no interest in MSU in my area. " Table 9. RANK ORDER OF IMPORTANCE OF ITEMS USED TO FORM BASIS OF REJECTION OF ADULT EDUCATION PROGRANE FROM THE WKAR TAPE PROGRAM SERVICE Value Rank Item No. 1 2 3 Weiglg Item Description 1. 12 7 19 17 2. 23 Programs do not have wide enough appeal. 2. 7 8 10 24 2. 38 My public service time is al- _ ready filled. 3. 4 4 17 20 2. 39 Programs lack "showmanshE". 4 . - 11 6 I3 22 2. 39 I already have similar pro- gram material from another _ source. - 6g .. Part F . Report on Other Miscellaneous Factors Relevant to the Study. Few businesses are confronted with such a complex intermingling of social, public and economic interests as is the business of broadcasting. Al- though operating under the "free enterprise" system, the broadcasting industry in America is controlled in many of its aspects by the Federal Government. Former Chairman of the Federal Communications Commission, Paul A. Porter said, in 1945, in his initial speech to the members of the National Asso- ciation of Broadcasters, "The facts are these. An applicant seeks a construc- tion permit for a new radio station and in his application makes the usual rep— resentations as to the type of service he proposes. These representations include specific pledges that time will be made available for civic, educational, agricultural, and other public service programs. The station is constructed and begins operations . Subsequently the licensee asks for a three-year re— newal and the record clearly shows that he has not fulfilled the promises. The Commission in the past has, for a variety of reasons, including limita- tions of staff, automatically renewed these licenses, even in cases where there was a vast disparity between promises and performance. I think the industry is entitled to know of our concern in this matter and should be informed that there are pending before the Commission, staff proposals which are designed to strengthen renewal procedures and give the Commission a more definite - . g . - v 2 picture of the station 8 overall operation when licenses come up for renewal. ' 29 White, Llewellyn, THE AMERICAN RADIO, A report on the Broad- casting Industry in the United States from the Commission on Freedom of the Press, The University of Chicago Press, Chicago, Illinois, 1947, p. 182. - 69 _ The concern of Commissioner Porter and others of the Federal Communications Commission staff resulted in the issuance of a new set of rules and regulations titled "Public Service Responsibility of Broadcast Licensees. " This 149 page report issued March 7, 1946 turned out to be what has been referred to as the "Blue Book" and was a well-documented review of the whole history of broad- casting in the United States, a stinging indictment of certain broadcasters and trends, a confession of government's past sins of commission and omission, a rebuke to the listening public for its indifference, and a plain warning to the broadcast industry to give more concern to the needs and desires of the aud— iences being served. The "Blue Book" literally shook the foundations of the networks and independent stations throughout the country. Standards were raised, protestations of "look how good we are" were made by broadcasters as they flooded the Federal Communications Commission with reports of public service programming. However, by 1960 the Federal Communications Com- mission again held hearings leading to issuance of a revised set of program- ming standards for the radio stations of America. Meanwhile, the broadcaster is confronted with the challenge of inter- preting what is the "public interest, convenience or necessity" of his fellow citizens. Certainly it differs between those who live in rural areas and those who live in urban America. How, then, can the broadcaster carry out the ob- ligations of his license and still be in a position to serve this complex "public interest"? He has rejection of matter offered for broadcasting. Radio is not a common carrier, forced to sell time to all with the means to buy. It should be remembered that American radio is predicated upon the right of the listener _ 70 .. to hear and not upon the right of an individual to be heard. From this assump- tion and from various programming policy statements and regulations issued by the Federal Communications Commission through the years, the writer assumed that when a person reached the level of Program Director, he would have been in the broadcasting business for a number of years and would have become familiar with the implications of license restrictions and would exem- plify his own concern for fulfilling the spirit and intent of serving in the "public interest" by programming his station accordingly. While the writer does not specifically indict the respondents for failing to fulfill their responsibility in this regard, the respondents themselves displayed a lack of concern for public involvement in programming policy and practice . The respondents were asked, "Do you believe organized listener groups should have a voice in determining program policy for your station?" In Table II, the respondents indicated that apparently Program Directors with lggs than five years experience in broadcasting will answer "yes" to the question. It is further indicated that Program Directors with £9133 than five years exper- ience will tend to answer "no" to the question. This would seem to represent a paradox in that since broadcasters are bound by Federal Communications Commission regulations to operate in the "public interest, convenience or neces- sity" it would be safe to assume that the longer a person was involved in broad- casting, the greater would be his concern with developing a philosophy of in- volving the public in his broadcasting operation. -71- Table 10. AMERICAN COUNCIL FOR BETTER BROADCASTS (A National Organized Listener Group) Number of Participating States 34 Total Membership 700 Among others, this recognized group has, for the past eight years repre- sented the public in identifying programming "tastes" to the broadcast industry. Table 11. RELATIONSHIP OF NUMBER OF YEARS IN BROADCASTING TO INVOLVEMENT OF ORGANIZED LISTENER GROUPS IN PRO- GRAMMING POLICY Number of Years Pro- ’ Do You Believe Organized Listener Groups Should gram Director Has Have a Voice in Determining Program Policy at Been in Broadcasting Your Station? Yes No Total Less than 5 Years 8 I 9 5 or More Years 15 23 38 Total 23 24 47 P .01846 The study validated the second hypothesis that the Program Director does not formulate program policies. The respondents were asked to score numerically, 1, 2, 3, 4, etc., the person or group who formulated program policy and what person or group M formulate program policy. Table 12 indicates 87. 2 per cent of the respondents named the Station Manager as the person who formulated program policy. Seventy- two and two-tenths per cent indicated various combinations of persons or groups re- sponsible for policy. Seventy-two and one-tenth per cent named themselves as having responsibility for this function. The Board of Directors was indicated as - ‘72 .. formulating program policy by only 13 per cent of the respondents. The Sales Manager was lowest in the ranking receiving only 8. 5 per cent responses to this question. Table 12. PROGRAM POLICY _I_S F ORMULATED BY: Person or Group Station Manager F 41 J 87.2 % Combinations f 34.—j , 72.2 % Program Director [ 3L3 _ VJ 70. 1 % Others m 21. 3 % Board of Directors [E] 13 % Sales Manager [:43 8-5 % 05101520253035404550 Number and Percentage of Respondents Table 13 indicates the percentage of responses as to what person or group M formulate program policy. Again, the Station Manager received top rat- ing when 83 per cent of the respondents supported this officer as being the one who should be responsible for programming policy. In second place, 68 per cent of the respondents again nominated combinations of persons for this function. The Program Director was rated in third place as the person who should formulate program policy by 66 per cent of the Program Directors. All Staff Members, Operations Director and various "Others" were rated in fourth place by 17 per cent of the respondents. It is interesting to note that only one respondent named _ ’73 .. Listeners in this category. The Board of Directors was ranked fifth by 15 per cent of the respondents and the Sales Manager received only three votes (6. 4 per cent of respondents) as the person who _s_l_1_q_u_1_d_ formulate program policy. Table 13. PROGRAM POLICY SHOULD BE F ORMULATED BY: Person or Group Station Manager I - 39 1 83 % Combinations L 321 68 % Program Director f 31 l 66 % Others CE 17 % Board of Directors 15 % Sales Manager [2:] 6-4 % 05101520253035404550 Number and Percentage of Respondents Question 13 of the instrument was also related to the problem of who does or who should formulate program policy. The respondents were asked to reply to the following question: If you were free from existing program policy requirements, would you schedule more educational programs from WKAR? Eleven of the responding Program Directors answered "yes" to the question. This represented 23. 3 per cent of the total responding to the ques- tion. Thirty-one of the respondents, 66 per cent of the total responding to the question, answered "no" to the question. In this regard, the majority of the respondents apparently either assumed they were scheduling sufficient quantity .. 7.4 .. of Adult Education programs from the WKAR Tape Program Service, or they felt satisfied with the existing programming policy at the station where they were employed. However, in Question 39 of the instrument, the respondents were asked to classify their community as mostly agricultural, mostly industrial, devoted to tourist-type business, dynamic and growing, mixture of agriculture and small business, static and not competitive with neighboring towns or cities, and other. Table 14 illustrates the manner in which the Program Directors viewed their local communities . Since the state of Michigan is recognized as a major industrial center, it is not strange that the largest number of respondents des- ignated their communities as mostly industrial. Twenty-four respondents (51 per cent of the total) classified their communities in this category. Michigan has become one of the most rapidly growing states in population and human pro- ductivity during the past decade. Therefore, it is not inconsistent that 20 re- spondents (43 per cent of the total) also viewed their communities as dynamic and growing. Only eight respondents (17 per cent of the total) viewed their communities as static and not competitive with neighboring towns and cities . In other designations, 16 of the respondents (34 per cent of the total) viewed their communities as a mixture of agriculture and small business. Seven respondents classified their communities as devoted to tourist-type bus- iness. The represented 15 per cent of the total. Five of the respondents (10 per cent of the total) identified their communities as agricultural communities . - ‘75 - Finally, there were four "Other" labels placed upon communities by respon- dents. These included designation of communities as military, educational (community with a college), civil service-military, and miscellaneous. Only one respondent failed to answer this question. Table 14. COMMUNITY CLASSIFICATION BY RESPONDENTS Community Classification Mostly Industrial I; 24 1 51 % Mixture of Agriculture , and Small Business L 16 j 34 % Devoted to Tourist-type Business 15 % Mostly Agricultural [:53 10.3 % Dynamic and Growing L 20 1 43 % Static and not Competitive with Neighboring Towns or Cities 17 % 05101520253035404550 Number and Percentage of Respondents Those Program Directors who classified their communities as a mix- ture of agriculture and small business also tended to believe that organized listener groups should have a voice in determining prOgram policy at their stations. Table 15 shows this area of relationship between these factors as being of statistical significance. The Probability factor in this regard was .03075, indicating only three responses in 100 could have been the result of chance alone . -76- Table 15. RELATIONSHIP BETWEEN COMMUNITY CLASSIFICATION AND "YES" RESPONSE TO: SHOULD ORGANIZED LISTENER GROUPS HAVE A VOICE IN DETERMINING PROGRAM POLICY? Should Organized Listener Groups Have A Voice Program Directors in Determining Program Policy at Your Station? Who Classify Their Community As: Yes "No" answer and No Response Total Mixture of Agriculture and Small Business 8 2 10 Other 15 22 37 Total 23 24 47 P . 03075 A third hypothesis made by the writer was that, The PrOgram Director, although professionally supporting local Adult Education programs, will not have actually participated in Adult Education activities in his local community . Severalquestions in the instrument dealt with this hypothesis. Question 30 asked the direct question: "Have you enrolled in any Adult Education courses within the past year?" The responses of the Program Directors supported the hypothesis as follows: a. Forty-two of the respondents (89 .2 per cent of the total) ans- wered "no" to the question. b. Three of the respondents (6.4 per cent of the total) answered "yes" to the question. c. TWO respondents (4.4 per cent of the total) failed to answer the que stion . -77.. In other responses related to the field of Adult Education, the Program Directors answered: a. Question 20 - Does Your Local Adult Education Director Seek Your Support? Fifty-one per cent answered "yes", 40.4 per cent answered "no" and 8.6 per cent didn't answer this question. b. Question 21 - Do You Promote Local Adult Education Activity? Seventy—nine per cent answered "yes", 17 per cent answered "no" and 4 per cent didn't answer this question. Finally, it was demonstrated that there was relationship between the num- ber of years a respondent was employed in the field of broadcasting to the number of years he was designated as a Program Director. Table 16, a and b, shows that only two of the respondents were promoted to Program Director before their third year of employment in broadcasting. They represented only 4.4 per cent of the total. Eight of the respondents (17 per cent of the total) were Pro- gram Directors inside of the first five years of employment in broadcasting. However, the table reveals that most persons designated as Program Director in this study reported five years or more broadcasting experience before at- taining the position. Table 16a . -78.. RELATIONSHIP OF NUMBER OF YEARS IN BROADCASTING TO NUMBER OF YEARS RESPONDENT WAS A PROGRAM DIRECTOR No. of Years as Number of Years in Broadcasting a Program Director More 1 1-3 3-5 5- 10 Than 10 Total Less than I 0 2 1 2 0 5 - 1 to 3 0 0 3 5 11 19 3 to 5 0 0 4 0 3 7 5 to 10 0 0 0 1 7 8 More than 10 0 0 0 0 7 7 No response 0 0 0 0 I 1 Total 0 2 8 8 29 47 Table 16b. EXACT PROBABILITY EXAMINATION OF RELATIONSHIP OF NUMBER OF YEARS IN BROADCASTING TO NUMBER OF YEARS RESPONDENT WAS A PROGRAM DIRECTOR Number of Years As Number of Years in Broadcasting A Program Director Less Than 5 5 or More Total Less than 5 10 21 31 5 or More 0 I6 16 Total 10 37 47 L .01713 T Program Directors at Michigan radio stations making use of one or more tape program services have formed opinions concerning these regular - 79 - program services . The following is a reveiw of these opinions which may well be considered as recommendations to operators of tape program services. The questionnaire presented the Program Directors with an opportunity to make recommendations in two specific areas relevant to this part of the study. They were asked to rank in order of importance their recommen- dations for (a) pipgram types and (b) program lqugis to be offered by a fu- ture tape program service which they would consider valuable and usable at their stations. The review of recommendations for future Eggram types is shown in Table 17. First order of preference was for programs related to Michigan state government. Forty-nine per cent of the respondents ranked such programs as being a most important type of program to be offered by a tape program ser- vice. Since WKAR is located adjacent to the state capital, the respondents may well have assumed such a program type would be readily available for distrib- ution. Second in order of preference were programs dealing with interviews with prominent people . Forty-seven percent of the respondents ranked such programs as being of first preference. Since WKAR is located on a large university campus, and since most universitites attract numbers of people of prominence in many fields, again the respondents may well have assumed such a program type would be more readily available than other program types. .. 8O .. Third in order of preference, and ranking so close to number two as to be nearly similar, were programs with special appeal for teenagers. Here 47 per cent of the respondents ranked such programs as being first preference for them. It would appear that the Program Directors were seeking programs bearing the mark of a university which would have special appeal for that seg- ment of the audience to which many of them are now programming. It is widely recognized in the broadcast industry that a significant number of radio stations, especially those featuring the so-called news and music format and specializing in rock and roll music, are programming primarily to a teenage audience. By rating prOgrams for teenagers so high, the respondents seemed to seek to bolster their mainly-music programming with some contrasting talk programs still within the framework of their total programming format. Fourth in rank order of preference were programs with special appeal for the aging. Some 40 per cent of the respondents placed a value of one on such programs. Rating so high in preference, this type of program repre- sented a dichotomy in the thinking of the Program Directors . Many were ap- parently programming for a teenage or youthful audience by specializing in rock and roll music to which older listeners have a stated objection. Still the respondents desired programs for aging listeners who would not be attracted to the bulk of the station's programming (rock and roll music) and hence would not likely to be tuned in to hear the programs for aging. Other program types ranked among the first ten in order of first prefer- ence with a value of one were: Rank 9 10 -31- Per cent of Sample 36% 34% 40% 30% 30% 28% Program Type Children's Programs University of the Air Credit Courses News Programs Concerts by University Groups Talks on Foreign Affairs Drama Each of the program types listed above were ranked high in order of first prefer- ence by respondents representing 28 per cent or more of the total. Lowest ranked program type, rated twenty- second and receiving only 2 per cent first preference rating by the respondents, was religious programs . Apparently the respondents felt they were well supplied with religious programs by national and local religious organizations and that a university tape program service would not fill a need by furnishing religious programs . Other program types falling to low order of preference were: Rank 11 12 13 14 15 16 Per cent of Sample 19% 15% 15% 13% 13% 13% Program Type Hobby Programs Comedy Programs Campus Variety and Talent Programs University of the Air, Non- credit Courses High School Courses Grade School Courses 17 18 19 20 21 22 Table 17 . Rank -32- Per cent of Sample 2% 4% 10% 6% 4% 2% Program Type Art Appreciation Programs, but this program type also ob- tained 31 per cent second preference Book Programs, but this pro- gram type also obtained 28 per cent second preference Poetry PrOgrams Physical Fitness Programs Alumni News Programs Religious Programs RANK ORDER OF IMPORTANCE OF TYPES OF PROGRAMS RECOMMENDED BY RESPONDENTS TO BE OFFERED IN A FUTURE TAPE PROGRAM SERVICE Value Rank Item No . 1 2 3 Weight Item Description 1 . 19 23 11 7 1. 61 State Government Programs or Series 2. 14 22 14 6 1 . 62 Interviews with Prominent Pe0ple 3. 10 22 8 9 1 .67 Programs for Teenagers 4. 11 19 11 7 1.68 Programs for the Aging 5. 20 17 10 12 1.87 Children's Programs 6. 9 16 11 12 1.90 University of the Air, Courses for NBU Credit 7- 15 19 7 16 1.93 News Commentary 3. 2 14 j 10 15 2.03 Concerts by NBU Gropps ~83- Value Rank Item No . 1 2 3 Weight Item Description 9 . 1 14 8 19 2. 12 Talks on Foreign Affairs 10. 12 13 8 18 2 . 13 Drama 11 . 3 9 12 18 2. 23 Hobby Programs 12. 17 7 10 20 2 . 35 Comegy 13. 7 7 10 22 2. 38 Campus Variety and Talent Proggams 14. 21 6 10 20 2. 39 University of the Air, Non- credit Courses 15 . 6 6 8 25 2. 49 Hggh School Courses 16. 5 6 6 25 2. 51 Grade School Courses 17 . 4 1 15 20 2. 53 Art Appreciation 18 . 18 2 13 21 2 . 53 Book PrOgrams 19 . 13 5 7 26 2 . 56 Poetry 20. 22 3 8 25 2.61 Physical Fitness 21 . 16 2 7 27 2.69 MSU Alumni News 22. 8 1 7 27 2.74 Religious Programs The review of recommendations for future program lengths is shown in Table 18. The radio broadcasting industry has been undergoing somewhat of a revolution within the past decade concerning the length of programs presented by a large percentage of stations . Prior to 1950, most radio program directors - g4 _ favored the industry pattern of quarter-hour, half-hour, or even longer pro- grams. With the development of the low-power, daytime-only, small—market type of station and the attending shift from national sponsors to local sponsors, there arose the necessity of adding to the revenue of the station by placing on the schedule a greater number of low—cost and brief commercial announce- ments . In order to accomodate this need, prOgram directors drifted away from the time-honored standard of program lengths and developed the news and music format so familiar in 1960. Since a great number of Michigan radio stations employ the news and music format, one would assume that there would be a great demand upon the tape program service operator to make available programs falling within the rank of from one to five minutes . It is interesting to note that in spite of the ten-year trend toward shorter program lengths, 70 per cent of the respondents ranked 15 minute programs as their first order of preference for a future tape program service. This very well could indicate a trend in program lengths away from the shorter programs so popular in 1960 except for the fact that 53 per cent of the respondents also ranked five minute programs as their first or- der of preference. To add weight to the assumption that there might be a trend indicated, 31 per cent of the respondents ranked 30 minute programs as first order of preference for future tape program service while only 25 per cent of the respondents indicated three minute programs as their first order 0f preference. Programs of one-hour duration were rated as first order of preference by only 10 per cent of the respondents . Only five Program Directors indicated they rank 60 minute programs in first order of preference. _ 85 .. Supplementing the personal interview, several Program Directors ex— pressed the desire for short programs available on a basis of more than one program per week. These respondents indicated that they had difficulty in making 15 minute time periods available for adult education programs from the WKAR Tape Program Service but would be better able to make five minute or three minute time periods available frequently during any given week. Since their station programming format stressed frequent changes in program content, shifting from music to commercial announcements, music to weather information, music to commercial announcement, public service announcement to music, and so forth, the respondents theorized that they actually would use more total minutes of adult education program material per week if it were not in 15 minute program segments. It is interesting to note, however, that the majority of PrOgram Directors did not favor programs on a more than once per week basis. These respondents placed Item 6 - "Offer programs on a twice weekly basis" - in eleventh place in the rank order of importance. The same majority opinion resulted in placing Item 7 - "Offer programs on a three times per week basis" - in twelfth place on the rank order of importance listing. In an attempt to check consistency in the thinking of the respondents, the writer placed three items in Table 18 relative to program types in addition to the items dealing with program lengths . Thus, the respondents had two Opportunities to indicate their opinions concerning: 1. Programs related to the high school program. 2. Programs carrying college credit. 3. Programs related to the grade school program. - 86 .. In Table 17 these same items appear among the 22 program types ranked by the respondents. In Table 17, programs related to the secondary school pro- gram were ranked in fifteenth place while in Table 18, the respondents ranked the item in sixth place. Only six respondents favored this type of program to the extent of placing a value of one on it in Table 17. Some 14 respondents placed a value of one on the item in Table 18. There was a greater degree of consistency displayed relative to programs carrying college credit. In this instance the respondents placed the item in sixth rank of importance in Table 17 and in seventh rank of importance in Table I8 . A value of one was placed on the item by 16 respondents in Table 17 and by 15 respondents in Table 18 . The item dealing with programs related to the grade school program was valued one by only six respondents in Table 17 and was ranked in sixteenth place. In Table 18, the item was valued one by 13 respondents and was ranked in eighth place . Table 18 . RANK ORDER OF IMPORTANCE OF LENGTHS OF PROGRAMS RECOMMENDED BY RESPONDENTS TO BE OFFERED IN A FUTURE TAPE PROGRAM SERVICE Value Rank Item No. 1 2 3 Weight Item Description I. I 33 7 4 1 .34 Continue 15 minute prggrams 2. 13 25 10 9 1. 64 Offer programs with local, civic and/or club tie-in 3. 5 25 5 12 1.69 Offer five minute programs 4. 9 18 12 12 1.86 Send promotion material for _ each program -37- Value Rank Item No . 1 2 3 Weight Item Description 5. 2 15 10 14 1 .97 Continue 30 minute programs 6. 12 14 14 14 2.00 Offer programs related to the high school program 7. 10 15 10 16 2.02 Offer programs carrying col- lege credit 8. 11 13 14 19 2. 13 Offer programs related to the grade school program 9 . 8 14 4 22 2. 20 Offer programs on a daily basis 10. 4 12 3 24 2. 31 Offer three minutgprograms 11. 6 6 7 25 2. 50 Offer programs on a twice weeky basis 12. 7 6 6 27 2.54 Offer programs on a three times per week basis 13. 3 5 3 31 2.67 Offer 60 minute programs factors to the hypotheses . In analyzing the data of the study, the writer attempted to relate many Those reported in the preceeding pages of this chapter were found to be either statistically significant in relation to the hy— potheses or to have been extremely relevant to the study. Other data which may be of interest to the reader, but which proved to bear no statistical re- lationship to the study are recorded in Appendix F, page 130. CHAPTER V SUMMARY, CONCLUSIONS AND IMPLICATIONS OF THE STUDY This study was concerned with the appraisal of the factors influencing the acceptance or rejection by Program Directors of Michigan Radio Stations of Adult Education programs produced and distributed by Radio Station WKAR, Michigan State University, East Lansing, Michigan. Opinions were sought from the Program Directors themselves in order to provide the writer with an opportunity to record and report pertinent information of value to the operator of the WKAR Tape Program Service and others engaged in similar operations or contemplating entering this area of Adult Education. The study was restricted to those Program Directors of Michigan Radio Stations using Adult Education programs from the WKAR Tape Program Service as of March, 1960. The 65 cooperating Program Directors were asked to eval- uate the WKAR Tape Program Service in relationship to several factors which they considered important to their daily programming practices. The Program Directors were also asked to respond to questions relating to their professional experience in broadcasting as well as to questions relating to their civic activ- ities and educational status. The responses were examined in relationship to the several hypotheses stated by the writer. The questionnaires were mailed to 45 Program Directors and 27 were re- turned. Personal interviews were conducted by the writer, with 20 Program -88- .. 89 _ Directors using the questionnaire to structure the interview. This chapter summarizes the data analyzed in Chapter IV. Conclusions are drawn and recommendations suggested for those considering using radio program dis— tribution as a means of Adult Education. Suggestions for further research are also offered. Summary of Responses: In interpreting the findings relative to the hypotheses, first considera- tion was given to the following hypothesis: The educational background and experience of the Program Director will influence the amount and type of educational programs he will accept or reject from the WKAR Tape Program Service. It was determined that there was a significant degree of relationship be- tween the level of education completed by the respondents and: (a) the m of programs per week accepted by the respondents and (b) the Eypeg of programs accepted by the respondents. Thus, the data supported the hypothesis. With regard to the number of programs accepted per week by the respondents, it was determined that those respondents with Junior College education or beyond tended to accept more pro- grams per week than did those respondents who reported only completing a sec- ondary education. Of the program M accepted by the respondents, it was reported that those respondents with Junior College education or beyond accepted more pro- grams in the areas of Home and Family Living and Current Affairs than those reporting only completion of secondary school. Science programs and those - 90 - dealing with Cultural Enrichment were accepted to a lesser degree by respon- dents of all educational levels. It was suggested that factors other than the amount of education completed were involved in this regard. The writer sug- gested that perhaps the 1.8382 of Science and Cultural Enrichment programs offered might have been a factor in their acceptance. Also, it was suggested the overall station programming format, composition of the local community being served by the station, similar material provided by another source or produced within the category of Science and Cultural‘Enrichment might have been involved in the lesser acceptance of these prOgram types . Other significant factors related to program acceptance were: 1. The respondents believed in the effectiveness of radio as an edu- cational medium. 2. The respondents believed the programs accepted were what the audience "wanted" to hear. 3. The respondents believed the programs accepted would be "good" for the audience to hear. 4. The respondents believed they did not have staff or local resource persons available to produce similar prOgrams themselves. It was also reported that a past association with Station WKAR or Michigan State University was not considered to be an important factor. Too, respondents did not place significance upon the prestige of Michigan State University in forming their basis for program acceptance. The fact that the programs represented a free source of program material for their station was not a significant factor in acceptance. .. 91 _ The respondents stated they rejected programs because they felt certain programs tended to "kill" their audience. They criticised programs offered as not being the type or of convenient length to "fit" into the station programming format. It should be noted however, that the opinion of the majority of the re- spondents did not place a value of one or two on these items, but rather valued them at a level of three which indicated the items were of little or no impor- tance in forming their basis for program rejection. Other factors related to program rejection were: 1. The respondents believed the programs offered by the WKAR Tape Program Service did not have wide enough appeal. 2. The respondents felt they rejected prOgrams because their pub- lic service time was already filled. 3. The respondents said they rejected programs because the pro- grams lacked "Showmanship". 4. The respondents revealed they already had similar prOgrams from another source. A second hypothesis stated by the writer was: The Program Director actually does not formulate program policies at his station. The above hypothesis was supported by the findings of the study. The Station Manager was indicated as the person who did and should formulate program policies. In second place the respondents said combinations of persons on the station staff did and should formulate program policies. The respondents placed themselves in the role of Program Directors, in third place in listing the person .. 92 .. or group who did and should formulate program policies . It was noted that only one respondent named "listeners" in answering the question as to who should have a voice in determining program policy. A third hypothesis made by the writer was: The Program Director, although professionally supporting local Adult Education programs, will not have actually participated in Adult Edu- cation activities in his local community. The data supported this hypothesis. In responding to the question, "Have you enrolled in any Adult Education courses within the past year?", the respondents indicated only three "yes" answers while 42 "no" answers were recorded. Some 37 of the respondents indicated they supported local Adult Education activities . This represented 79 per cent of the total. The respondents made certain recommendations for a future tape pro- gram service. The recommendations were related to the areas of most desir— able program types and lengths to be offered in the future. It should be noted that five program types were very closely grouped at the t0p of the preference list. In first place were programs related to state government. Closely following were interviews with prominent people, pro- grams for teenagers, programs for the aging, and children's programs. Those program types with least appeal for the future tape program service were book programs, poetry, physical fitness programs, alumni news programs, and religious programs. In spite of a ten year trend toward shorter programs, the respondents voted for continuation of 15 minute programs as their first recommendation. - 93 - Programs of a five minute length were placed second in preference and 30 min- ute programs were ranked in third place in the list of recommendations. Seventy-two and two-tenths per cent of the respondents stated they be- lieved the programs were interesting to their listeners. Fiftynseven and two- tenths per cent of the respondents believed the programs they accepted appealed to members of the public at all educational levels. Conclusions of the Study: 1. The amount of education completed by radio station Program Directors had a direct influence upon both the number and type of Adult Education prOgrams they accepted for scheduling on their stations. 2. The Michigan radio station Programs Directors represented in this study exhibited a strong belief in the effectiveness of radio as an educational medium. Directors of Adult Education pro- grams should regard this belief as a factor greatly in their fa- vor when seeking to place Adult Education materials on their local radio stations. 3. While 51 per cent of the Program Directors stated the local Adult Education Director sought their support in furthering the Adult Education program of the community, some 40.4 per cent of the respondents said they were not contacted by the Adult Education Director. - 94 _ 4. It was demonstrated in the study that the Program Director does not formulate program policy at his station. This function was fulfilled by the Station Manager in most instances and by a com- bination of staff members in a large percentage of the radio stations sampled. 5. The Program Directors indicated a preference for programs on a one-program-per-week basis. Programs in a series offered for scheduling more than once a week were not recommended as a future service. 6. The Program Directors showed a strong preference for programs of lS-minute length. Next were programs five minutes and 30 minutes in length. 30 7 . Program Directors tended to accept Adult Education prOgrams in the areas of Home and Family Living and Current Affairs to a greater degree than in the areas of Science or Cultural Enrich- ment. 8. Specific prOgram types which were recommended for acceptance in the future were: A. Programs dealing with state government affairs. 30Tomlinson and Frymire reported in 1956 that Adult Education "spot announcements" would find ready acceptance by most PrOgram Directors. See THE 20-SECOND THOUGHT, Tomlinson, William, and Frymire, Lawrence T., College of Education, Michigan State University, East Lansing, Michigan, 1956. -95- B. Interviews with prominent people. C . Programs for teenagers. D. Programs for the aging. E . Children's programs. 9 . Specific program types which were indicated as facing strong rejection in the future were: A. B. C. D. E. Religious programs. Alumni programs. Physical fitness programs. Poetry programs. Book programs. 10. The tape program service operator can expect to have nearly one hour per week of his Adult Education programs accepted by Pro- gram Directors sharing similar program preferences and desires as the Program Directors contacted in this study. While objective measurement of acceptance or rejection of Adult Educa- tion programs can be helpful in determining the relative effectiveness of a tape prOgram service, the findings of this study emphasized that meaningful identifi- cation of the problems facing the operator of a tape program service can be prof- itably gained through subjective evaluation of on-the- job practices of those re- sponsible for accepting or rejecting the programs. The Program Director of the cooperating radio station is the final judge of the program material and represents the person who must be convinced that the program material 18 worthy of his use and interesting and valuable to his audience. .. 96 _ These data further suggested that this investigation can only be viewed as an initial exploratory attempt to learn what factors were involved in accep- tance or rejection of Adult Education program material and to learn what com- mon ground existed between the operator of a tape program service and the consumers of the programs produced by the tape program service. They also help to formulate a logical approach to development of future tape program ser- vices or revision of existing tape program service to conform to the findings of this study. Additional study of the current and projected program needs of the com- mercial broadcaster must be made before tape program service operators can effect major changes in the program content and techniques of program produc- tion with any appreciable degree of certainty that a high degree of program ac- ceptance will reward his efforts. APPENDICES APPENDIX A 1959-60 STATISTICAL INVENTORY OF 47 MICHIGAN RADIO PROGRAM DIRECTORS Personal Status: Age Range 20 - 55 years Sex 46 (98%) male 1 ( 2%) female Marital Status: 43 (91. 5%) married 4 ( 8. 5%) unmarried Educational Status: High school completion 9 (19%) Junior college completion 9 (19%) College completion 29 (62%) Fields of Study: These included a major in or combination of Speech, Radio, Television, and Journalism . Employment Status: Have been in broadcasting 10 years or more. 29 62% Had over 20 years experience. 3 6.4% Have been at their present station one to three years. 16 34% Have had five to ten years experience at their pres- ent station. 11 23- 3% Have been PrOgram Directors one to three years. 19 40.4% 8 17% Have been Program Directors five to ten years. Had been radio announcers prior to becoming Program Directors. Many still do announcmg work. 44 93. 5% -97- _ 98 _ Had been radio time salesmen. Had been station managers as part of their total experience. Had been radio engineers. Had advertising agency experience. Had other business interests, only one of which was related to radio broadcasting. Community Activities: Indicated membership in Junior Chamber or Board of Commerce. Were active in PTA. Were active in Community Chest Magazines Read and/or Subscribed to: Broadcast/Telecast Magazine L_if_e Magazine 11:22 Magazine 1:995 Magazine U. S. Radio Magazine Saturday Evening Post Magazine The New Yorker Magazine Further Training: Expressed interest in attending a campus workshop or seminar on Educational Radio Programming. 20 18 23 15 15 42 33 32 20 18 14 14 38 43% 38.4% 17% 2.13% 19.2% 49% 32% 32% 89.1% 70 . 1% 68% 43% 38 .4% 30% 30% 81% 10. - 99 - Community Rating: Rated their community as dynamic and growing. Rated their community as static and not competi- tive with neighboring towns or cities. Source of Personnel Replacement: Individual from an experienced broadcaster now working elsewhere; Employee at their own station. MSU or other university or college placement bureau. "Want Ad" in trade publication. Professional training school. Reaction to WKAR Programs: Believe WKAR programs hold their audiences. Believe WKAR programs increase their audiences. Believe WKAR programs decrease their audiences. Believe WKAR programs are interesting to their audiences. Reported they felt WKAR programs were tolerated by their listeners . Believed WKAR programs were mostly rejected by their listeners. Said they would use more WKAR programs if a wider variety of programs were made available to them. Reported they promoted WKAR programs they carried. 20 35 25 17 15 34 37 33 43% 17% 74.5% 53.1% 36.2% 32% 15% 72.2% 17% 8.5% 79% 15% 2.1% 72.2% 70. 1% - 100- APPENDD< B PART I March, 1960 Dear Sir: We know that you have a great interest in obtaining the finest public service and educational programs for your station. In order to provide a more comprehensive and valuable program service, Station WKAR in co- operation with the Michigan State University College of Education, is attemp- ting to determine the scope and value of educational radio programs having an appeal for your adult listeners and provided for your station by the WKAR Tape Program Service. To accomplish this, it is necessary to obtain your considered opinion of the several questions contained in the enclosed questionnaire. Please make every effort to set aside a few minutes to answer the ques- tionnaire and return it to WKAR, East Lansing, Michigan in the enclosed self- addressed and stamped envelope on or before March 15, 1960. In order to provide you with an improved Tape Program Service, it is important that we have a completed questionnaire from you. I look forward to hearing from you by March 15th. Naturally, your answers will be kept in strict confidence and I invite your very frank appraisal of our Service. I will be happy to supply you with a summary of the data. Thank you very much for your cooperation. Cordially, Larry Frymire Manager, WKAR - 101 - APPENDDC B PART II March 28, 1960 Dear Sir: Recently we sent you a questionnaire dealing with matters of mutual interest concerning the WKAR Tape Program Service. We are attempting to gather information which will make the Tape Program Service more valuable to your operation. Perhaps the questionnaire did not reach you, therefore I am enclosing another copy. In order to make our survey more valuable, please take a few moments to complete the questionnaire and return to us in the enclosed self- addressed stamped envelope. Naturally, all information will remain confidential and will be used only to better the WKAR Tape Program Service. Questions of a personal nature appear in the questionnaire so that we may obtain a statistical picture of Program Directors in the radio stations of Michigan. Thank you for your cooperation. I look forward to adding your opinions to our file. Cordially, Larry Frymire Manager Lsza - 102- APPENDD< B PART III 1. A Survey of Program Directors at Michigan Radio Stations Being Served by the WKAR Tape Program Service Please answer §_l_l_ questions. Mark with a check (V) unless otherwise indi- cated. 1. As you know, each Quarter WKAR offers your station a series of edu- cational programs. On which of the items listed below do you base your selection of programs from the total offering? Please indicate your rating of the items in terms of importance. Example: Rate _1_ for those items you consider as very important. Rate 2 for those items you consider of some importance. for those items you consider of little importance. Rate loo ( ) The written description of programs sent with the offering. ( ) A personal audition of programs offered. ( ) The recommendation of others. ( ) FCC 'public service' requirements. ( ) The programs are good 'fillers' for my schedule. ( ) My personal preference as to type of program which should be on my station. ( ) I consider the programs 'good' for our audience. ( ) The prestige of MSU. - 103 - This is a free source of prOgram material. The programs offer 'contrast' programming for my schedule. The programs 'fit' into a particular time slot. I believe these programs are what my audience wants to hear. A past connection with WKAR. I have no organized plan for selecting the programs. A past connection with MSU. I believe radio is an effective educational medium. Pressure from local groups. I do not have staff to produce similar programs. I do not have local resource people who could bring this information to my station. Other. As one involved in selecting programs for scheduling on my station, I base my rejection of WKAR programs on the following: (Please rate the listed items as you did for Ques- tion 1.) Tapes arrive in poor condition due to packaging weakness. Tapes do not arrive on time to meet my schedule. Poor production technique is used. Programs lack 'showmanship'. Recording quality is below standard. Announcing is weak or amateurish. My public service time is already filled. - 104 - Programs are not convenient length to fit my schedule. Program topics are too 'highbrow'. I lack adequate information as to program details. I already have similar program material from another source. Programs do not have wide enough appeal. We produce programs of this type ourselves. I have no personal interest in this type of program material for my station. The programs tend to 'kill' my audience. MSU is mentioned too often. There is no interest in MSU in my area. The programs do not 'fit' into my station programming format. Other . Which of the following would you recommend for future development in the WKAR Tape Program Service? (Please rate according to impor- tance as in Questions 1 and 2.) Continue 15 minute programs. Continue 30 minute programs. Offer 60 minute programs. Offer 3 minute programs. Offer 5 minute programs. Offer programs on a twice weekly basis. Offer programs on a three—times—per-week basis. Offer programs on a daily basis . - 105 - Send promotion material for each program. 4’ Offer program series carrying college credit. Offer prOgrams related to the grade school program. Offer programs related to the high school program. Offer programs with local civic and/or club tie-in. Other . Please mark the following questions with a check (V ) . 4. If a wider variety of programs were made available by WKAR, would you tend to use more of them than ( ) Yes ( ) No you do now? Do you promote WKAR programs you now schedule? ( ) Yes ( ) No Do you feel the WKAR programs you schedule function as ( ) Entertainment ? ( ) Education? Do you feel that programs offered by WKAR tend to: Increase your listening audience? ( ) Decrease your listening audience? ( ) Hold your listening audience? ( ) Do you believe WKAR programs you schedule are: Interesting to your listeners? ( ) Tolerated by your listeners? ( ) Mostly rejected by your listeners? ( ) To which area of your listening audience do you believe WKAR programs you schedule have widest appeal? v Better educated members of the public. ( - 106 - Less educated members of the public. ( ) Members of the public at all educa- tional levels. ( ) Other: 10 . Program Policy at your station is formulated by: Board of Directors ( ) (Please check Station Manager ( ) more than one if applicable .) Program Director ( ) Sales Manager ( ) Other: 11. In your opinion, who should formulate station pro- gram policy? Board of Directors ( ) (Please check Station Manager ( ) more than one if applicable.) Program Director ( ) Sales Manager ( ) Other: 12. Do you believe organized listener groups should have a voice in determining program policy at your station? ( ) Yes ( ) N0 13. If you were free from existing program policy requirements, would you schedule more educa- tional programs from WKAR? ( ) Yes ( ) N0 14. The following is a listing of WKAR programs and series offered during the past year. Please mark with a check (V ) those you would have sched- uled if more available time on your station were the only factor. 15. 16. 17. 18. ) -107- Tender Twigs ( ) Exploring the Museum 6. Traffic News ( ) Curtain Going Up News of Books ( ) VieWpoint ‘ Spartan Sports Special ( ) Piano Profiles It's A Small World ( ) Electricity at Work The Week in Michigan ( ) Living with Adolescents Cap and Gown Series ( ) Homemakers Chat Progress Report ( ) Farm Pulse Education Today ( ) You Are The Jury Geography in The News ( ) Thru A Glass Darkly Science News ( ) Situation Wanted Please refer to the preceding list of programs and CIRCLE ( O ) those programs or series which you consider to have been the most valuable to your listeners. Please refer again to the preceding list of programs and DOUBLE CHECK (V V ) those programs or series which you consider to have been the most popular with your listeners. Please refer to the preceding list of programs and TRIPLE CHECK (Vi/ V ) those programs or series which you personally most enjoyed having on your station. What kinds of programs do you desire, but do not now have available from the WKAR Tape Program Service? Please indicate your rating of the items in terms of im- portance. Example: Rate 1 for those items you consider as very important. Rate 2 for those items you consider of some importance. Rate 3 for those items you consider of little importance. 19. Talks on Foreign Affairs ( ) Concerts by MSU Music ( ) Groups Hobby Programs ( ) Art Appreciation ( ) Grade School Courses ( ) High School Courses ( ) Campus Variety and Talent ( ) Programs Religious Programs ( ) A v University of the Air Courses for MSU Credit Drama Poetry Interviews with Prominent People News Commentary IVISU Alumni News Comedy Book Programs State Government Programs or Series Childrens Programs Programs for Teenagers ( ) University of the Air non- credit Courses Programs for the Aging ( ) Physical Fitness Other. Do you schedule programs from other colleges or universities? a. If yes, please check source: ( ) Northern Mich. U. ( ) Ferris Institute ( ) U. of Wisconsin ( ) U. of Minnesota ( )Yes ( )No ( ) U. of Michigan ( ) U. of Detroit ( ) Wayne State U. ( ) Western Mich. U. 20. 21. 22. 23. 24. 25. - 109 - ( ) Indiana U. ( ) ( ) Purdue U. ( ) Does your local Adult Education Director seek your support? ( Do you promote local Adult Education activity? ( Do your local schools have time (other than sports) on your station? ( a. If yes, please indicate type of program. Central Mich . U . Eastern Mich. U. Othe r )Yes ( )No )Yes ( )No )Yes ( )No Do you personally believe that radio is an effective teaching medium? ( If you were going to hire your own replace- ment, where would you look for him? ( ) Your own station ( ) ( ) MSU ( ) ( ) Other college or university ( ) ( ) Experienced broadcaster now working elsewhere ( ) Your local High School Would direct Air-to-Air F M feed be an accep- table alternate to present Tape Program ( Service? )Yes ( )No Trade publication "want ad" Professional Train- ing School Other . )Yes ( )No 26. 27. 28. are serving in decision- making positions. - 110 - Would you equip your station with F M re-broad- cast facilities to obtain direct Air-to-Air educa- tional and public service programs from WKAR? a. If pp above, would you do so to obtain MSU Football or other Sports Broadcasts? Is your station a member of the Michigan Association of Broadcasters? a. If yes above, are you personally active in the Association? Are you a member of any other professional broadcasting group or association? a . If yes above, please name the organization. ( ) Yes ( ) Yes ( ) Yes ( ) Yes ( ) Yes )No )No )No )No )No We are also attempting to gather information about station personnel who Would you therefore answer the fol- lowing personal questions? As previously indicated, all information will be treated confidentially. 29. 30. Personal Inventory: a .9 Age ( ) c . Married b. Sex ( ) M d. Wife Working? e. Number of School age children. Education- - -number of years completed: ( ) Grade School ( ) High School ( ) Junior College ( ) College ( )YeS( ( )YeS( )No )No 31. 32. 33. -1ll- 10. ( ) Name of College ( ) Other: a. If college graduate, what was your major? b. Are you taking college courses now? Yes No c. Have you enrolled in any Adult Education courses within the past year? Yes No d. Have you ever enrolled in courses at Michigan State University? Yes No e. Have you enrolled in courses at an MSU Regional Center? V Yes No f. If married, has your wife had college training? Yes No Please check (V ) the number of years you have been employed in broadcasting. Less than 1 year 5 to 10 years I to 3 years More than 10 years 3 to 5 years Please check the number of years you have been employed with your present station. Less than 1 year 5 to 10 years 1 to 3 years More than 10 years 3 to 5 years Please check the number of years you have been a Program Director. Less than 1 year 5 to 10 years 1 to 3 years More than 10 years 3 to 5 years 35. 36. - 112 - 11. a. Would you use more WKAR programs if you were contacted by a personal visit of a WKAR representative? ( )Yes( )No Please check the various jobs you have had in broadcasting. ( ) Writer ( ) Agency Representative ( ) Newsman ( ) Disc Jockey ( ) Announcer ( ) Program Director ( ) Salesman ( ) Manager ( ) Engineer ( ) Sales Manager ( ) Chief Announcer ( ) Traffic Manager ( ) Other Are you engaged in any other business activity while employed at your present station? ( ) Yes ( ) No a. If lie—S- above, please indicate what type of work. Please check ( V ) those civic or fraternal groups in which you are active. ( ) Chamber of Commerce ( ) Exchange (or local business group) ( ) Junior Chamber of Com- ( ) Civitan merce ( ) Rotary ( ) Red Cross 37. 38. -113- 12. ( ) Lions ( ) Community Chest ( ) Kiwanis ( ) Labor Union ( ) Optimists ( ) PTA ( ) College Fraternity ( ) Veterans Group or Sorority ( ) College Alumni Assoc . ( ) High School Alumni Association ( ) Other Have you ever run for political office such as elective positions on a Board of Education or City Council? ( ) Yes ( ) No a. Please indicate any elective positions you have held. Please check ( l/ ) the magazines which you read. ( ) Life ( ) New Yorker ( ) Fortune ( ) Sports Illustrated ( ) Business Week ( ) Playboy ( ) Time ( ) US News & World Report ( ) Saturday Review ( ) Popular Mechanics ( ) Broadcast/Telecast ( ) US Radio ( ) Saturday Evening Post ( ) Look ( ) Other ( ) Holiday 39. 40. 41. - 114 - 13. Would you classify your community as: ( ( ) ) Mostly agricultural Mostly Industrial Devoted to tourist-type business Dynamic and growing Mixture of agriculture and small business Static and not competitive with neighboring towns or cities. Other Would you attend a campus workshop or seminar on educational radio programming if one were developed by MSU? ( )Yes ( )No Do you desire a summary of this questionnaire? ( )Yes ( )No March 8, 1960 WBCK WKLZ WMCR WHFB March 17, 1960 WOAK WLDM WJBK WJR WDET March 24, 1960 WFYC WCEN - 115 - APPENDD( B PART IV SCHEDULE OF VISITS TO PROGRAM DIRECTORS Battle Creek Mr. Eugene Cahill Kalamazoo Ron Newhouse Kalamazoo Mr. Robert Dye Benton Harbor Royal Oak Mr. James Mead Detroit Mr . Richard Bernard Detroit Mr . John Grubbs Detroit Mr. R. P. Merridew Detroit Mr . Carl Banz Alma Mr. Richard Crowley Mt. Pleasant Mr. Lou Williams WIOS WWBC WBCM March 25, I960 WKNX WFBE WFDF WTRX March 26, 1960 . WUOM April 13, 1960 WCER -116- East Tawas Mr. Richard Egli Bay City Mr. Robert Benklemen Bay City Mr. Devere Logan Saginaw Mr . David Kushler Flint Mr. Robert Boston Flint Mr . Elmer Knopf Flint Mr . Skip Knight Ann Arbor Mr. E. G. Burrows Charlotte - 117 — APPENDIX C PART I RADIO STATIONS WKAR, WKAR-FM Spring, 1960 MICHIGAN STATE UNIVERSITY East Lansing, Michigan WKAR TAPE PROGRAM OFFERING As a follow-up to our successful Winter Offering, we are again happy to sug- gest to you several programs which we will be able to furnish through our tape recorded program service during the coming months. It is gratifying to note the number of Michigan radio stations we have been privileged to serve. During the past year, 1959-60, we mailed out 8829 tapes to 81 stations. That you find our service helpful is attested by the growing acceptance of the pro- grams. Among the programs available this Spring are some which have been on the list for some time. We know you have an established audience for them, and so they will be continued. We call your special attention to the new series "Situation Wanted", detailed on the next page. All programs in this offering are available for your scheduling beginning April 4, 1960. Thursday continues to be our mailing day for all programs in this offering. Please check again those programs you are now receiving and wish to continue. The only requirements regarding use of programs are that (1) you schedule programs in their entirety ata regular period, on a non- commercial basis, (2) return all tapes within 30 days, and (3) you pay return postage. Please return your order as soon as possible. We will be happy to send as many of the programs as you wish. Cordially, Larry Frymire Manager -118- APPENDIX C PART II WKAR TAPE PROGRAM OFFERING SPRING, 1960 SITUATION WANTED 15 Minutes April - June (13 weeks) The effects of persistent unemployment problems in our economy can be fully understood only in terms of the individual job-seeker and the unpleas- ant difficulties confronting him and his family when their income ceases . Departing from the customary "statistical" approach, a new WKAR series seeks to assemble personal and documentary testimony illustrating various facets of this chronic problem that dominates the lives of jobless mil- lions today. Entitled "Situation Wanted", the series is produced by Al LaGuire, WKAR Producer-Director, in cooperation with the Labor and Industrial Rela- tions Center at MSU, with Dr. Daniel Kruger, employment security economist, as principal adviser. Listeners will hear a sequence of revealing interviews with unemployed persons, recounting their experiences in seeking jobs and their efforts to sur- mount employment obstacles such as age barriers, obsolete work skills, and job-market scarcities. Actual and potential solutions to problems of unem- ployment are surveyed through extensive interviews with employment security counsellors and officials of the State and Federal employment services. . . within and outside of Michigan. Listeners will have an opportunity to hear important excerpts from the special hearings on unemployment being conducted by the Senate Unemployment Problems Committee. "Situation Wanted" can begin a 13—week run on your station beginning the week of April 4, 1960. Selected program titles are as follows: "The Senators Hear The Jobless". . . . Highlights of testimony developed in Senate hearings before special committee on unem- ployment problems. . . "Labor 8: Management View Unemployment". . . . Excerpts of statements made by organized labor spokesmen and a represen- tative of the U. S. Chamber of Commerce, in their respective appearances before the Senate jobless hearings . "Community Leaders Speak". . . . Various regional and city officials testifying on their unemployment situation for the Senate committee hearings. -119- "Hungry Town". . . . Communitywide and general effects of un- employment, indicating over- all costs of unemployment and wel- fare programs necessitated by widespread chronic unemployment. "The Tireless Hand". . . . The impact of Automation. . . . it's progress todate, it's future importance. . . .advantages and dis- advantages from the employment viewpoint. . . .the problems it creates. "Jobs in the Making". . . . What creates employment? What are the possibilities in the field of industrial re-development, on local basis; on state basis; on national basis. . . . Factors af- fecting plant location. "The Training Challenge". . . . Raising the work- skills. . . . increasing the pace of training and educational prOgrams to meet the needs of current and accelerated industrial changes. . . . Maintaining the nation's competitive position in the world. . . . improving the employability of maximum number of workers. "Job Communications". . . . Improving the contact between job applicant and prospective employer; distributing employment information to a wider number of persons . . . .improving the important inter-personal communications bearing on employ- ment matters. "Outlook". . . . Summary and concluding appraisal of the Nation's prospects for employment security today, and in the foreseeable future . Conclusion. YOU ARE THE JURY 15 Minutes Continuous Winner of the coveted Peabody Award for 19 57 and of the Alfred P. Sloan Award for 1956, this program is one of the finest in the country in the area of highway traffic safety education. The programs are a c00perative origination of WKAR and the MSU Highway Traffic Safety Center and are passed for accuracy by a Board of Review representing those organizations most intimately connected with safety education or enforcement. Forty- six Michigan radio stations are using this program regularly. PROGRESS REPORT 15 Minutes October -. May (Last program to be shipped May 26) With the present high interest in science, you will find PROGRESS REPORT extremely timely. Moderator Dick Estell has established contact with leading -120- research organizations in this country and abroad and his weekly reports are set against the background of exciting developments which will lead to great ad- vances in our way of life. Here is a general science program which is not re- stricted to the student or scholar, but to the general population. EDUCATION TODAY 15 Minutes Continuous Here is a weekly quarter-hour program designed not for the 'egghead' but for the parents of Michigan school children and the tax paying non-parent. Dr. James Tintera brings to the series a broadcaster's background combined with a keen understanding of EDUCATION TODAY . Buildings, curriculum, equipment, annexation, and a host of other educational problems are covered in the programs. Every community in Michigan is facing these challenging questions. EDUCATION TODAY will serve your community with an authora- tative discussion which is timely and valuable . SCIENCE NEWS 15 Minutes Continuous New discoveries in science and explanation of some of the little known scientific phenomena are the basis of this weekly interview on science. The program is presented by Dr. James Stokely, Associate Professor in the Depart- ment of Journalism. Dr. Stokely is nationally known for his books and writings on popular science. He was formerly with Science Service, Washington, D.C., was Director of the Hayden Planatarium in Philadelphia, and for a number of years was with the General Electric Company as a scientific writer. During the program questions from listeners are answered by Dr. Stokely. VIEWPOINT 30 Minutes Continuous One of the liveliest and at the same time most provocative discussion programs on the air is the weekly feature "Viewpoint. " Now in its fourth year, "Viewpoint" is hosted by Maj. John Barron, a career Air Force officer on duty as an Air Force ROTC instructor at MSU. Maj. Barron has invited leading faculty members at MSU to take part in a discussion of subjects ranging from American civil rights to world political and social problems. PIANO PROFILES 30 Minutes October - May This music program has been presented on WKAR for seven years. It is unusual in the fact that Henry Harris explains the music while he plays some of the world's greatest piano compositions. Mr. Harris is a member of the MSU Music department and a member of the faculty of the National Music Camp. He is an excellent pianist and his commentary greatly enhances appreciation of his music. ~ 121 - EXPLORING THE MUSEUM 15 Minutes Continuous The Michigan State University is constantly expanding its exhibits and acquiring more and more specimens. EXPLORING THE MUSEUM takes the listener behind the scenes in the museum to learn about the exhibitsthemselves, but more especially how the elaborate settings of the exhibits are produced. Also, the Museum staff takes part in field expeditions during the summer and the reports of their collecting adventures make interesting listening. Larry Frymire interviews the Director and Technicians of the Museum. CURTAIN GOING UP 15 Minutes Continuous This weekly review of the theater on Broadway and in the communities of Michigan is presented by Don Buell, of the Drama Department at Michigan State University. The series has been on WKAR continuously for twenty-two years and is also featured on stations of the National Association of Educational Broadcasters across the country. THE FARM PULSE 15 Minutes Continuous A farm program prepared and broadcast by Art Boroughs, WKAR Farm Editor, and featuring interviews with specialists from the College of Agricul- ture and the Cooperative Extension Service. This program contains general information for farm people, special and timely material on the business of farming and general farm news. It can be used as a separate program or as part of a series in which your county agent participates. HOME MAKERS' CHAT 15 Minutes Continuous A woman's program which draws its material from the staff of the College of Home Economics at Michigan State and from the Home Demonstra- tion Extension personnel. The program, planned and broadcast by Virginia Weiser, WKAR Home Economics Editor, contains material on all phases of homemaking. LIVING WITH ADOLESCENTS 15 Minutes Continuous Dr. E. L. V. Shelley, in addition to being well equipped to discuss the problems of the teenager, is also an interesting speaker on the air. Dr. Shelley describes the reasons for adolescent maladjustments and explains the ways in which our social situations give rise to these problems. He is Research Psychologist of the Youth Division of the Michigan Department of Corrections . — 122— GEOGRAPHY IN THE NEWS 15 Minutes October - May (May 26 - last program) For twenty-two years Prof. Edward C . Prophet has presented this pro- gram over WKAR. It is designed to present the background of news which has a geographical, geOphysical or geopolitical aspect. Mr. Prophet has spoken to many local groups in Michigan using this same subject. Here is a timely commentary which is different and which has popular appeal. ELECTRICITY AT WORK FOR YOU 15 Minutes Continuous This program is designed to assist rural people in their uses of elec- tricity on the farm by suggesting these uses and also by calling attention to safety methods to be followed. Don Brown, of the Department of Agricultural Engineering, interviews farmers in their home situations, reports from the field by tape recorder and chats with leading agricultural experts visiting the extensive MSU facilities . This program has been serving Michigan Agricul- ture for fifteen years. - 123- WKAR TAPE PROGRAM SERVICE SPRING, 1960 , Michigan, Agrees to schedule the following: Station , ‘ Program 11133 SITUATION WANTED 15 Minutes YOU ARE THE JURY 15 Minutes PROGRESS REPORT 15 Minutes EDUCATION TODAY 15 Minutes SCIENCE NEWS 15 Minutes VIEWPOINT 30 Minutes PIANO PROFILES 30 Minutes EXPLORING THE MUSEUM 15 Minutes CURTAIN GOING UP I 5 Minutes THE FARM PULSE 15 Minutes HOMEMAKERS' CHAT 15 Minutes LIVING WITH ADOLES- CENTS 15 Minutes GEOGRAPHY IN THE NEWS 15 Minutes ELECTRICITY AT WORK FOR YOU 15 Minutes Accepted for station Date , 1960 Number Accepted Scheduled April - June Continuous Ends May 26 Continuous Continuous Continuous Ends May 26 Continuous Continuous Continuous Continuous Continuous Continuous Continuous , title Please check and return one copy of this acceptance form WKAR, East Lansing, Michigan . tinued . Unless otherwise notified, programs now being sent you will be con- - 124 - APPENDD( D MICHIGAN STATE UNIVERSITY TAPE PROGRAM SERVICE ANNUAL REPORT RADIO STATIONS WKAR, WKAR-FM JULY 1, 1959 - JUNE 30, 1960 The Michigan State University Radio Network was privileged to serve the at- tached list of Radio Stations with the following program series: YOU ARE THE JURY EXPLORING THE MUSEUM FARM PULSE GEOGRAPHY IN THE NEWS HOMEMAKERS CHAT SITUATION WANTED LIVING WITH ADOLESCENTS TENDER TWIGS SCIENCE NEWS THROUGH A GLASS DARKLY ELECTRICITY AT WORK SPARTAN SPORTS SPECIAL EDUCATION TODAY TRAFFIC NEWS CURTAIN GOING UP WEEK IN MICHIGAN PIANO PROFILES CAP AND GOWN PROGRESS REPORT VIEWPOINT Total series offered ....... 20. Of the above list-~PIANO PROFILES, VIEWPOINT, CAP & GOWN, and TENDER TWIGS are 30 minutes in length; TRAFFIC NEWS -- 10 minutes and the remain- der are all quarter-hour programs. YOU ARE THE JURY had the greatest distribution with 2, 264 programs used on 51 different Radio Stations. The total number of programs used by other stations was 9, 565. The total broadcast time of these programs was 2, 573 hours, which is 51.4% of the total broadcast time of WKAR, WKAR-FM of 5, 000 hours per year. - 125 - Radio Station WCBY, Cheboygan, Michigan used the largest number of prOgrams, 526 -- 152: 30 hours broadcast time. WLDM, Detroit, Michigan used 491 pro- grams with a total broadcast time of 134 hours. STATION PROGRAMS HOURS OF USE 1. WABX, Detroit 70 15:45 2. WAGN, Menominee 104 26:00 3. WAMM, Flint 13 3:15 4. WATT, Cadillac 52 13:00 5. WBCH, Hastings 166 41.30 6. WBCK, Battle Creek 65 18:45 7. WBCM, Bay City 132 33:00 8. WBRB, Mt. Clemens 28 7:00 9. WBRN, Big Rapids 234 58:30 10. WCAR, Detroit 195 48:45 11. WCBQ, Whitehall 30 7:30 12. WCBY, Cheboygan 526 152.:30 l3. WCEN, Mt. Pleasant 325 84:15 14. WCER, Charlotte 52 13:00 15. WCHB, Inkster 18 4:30 16. WCNIR, Elkhart, Ind. 52 13:00 17. WCRG, Mt. Pleasant 39 8=45 18. WCSR, Hillsdale 97 24:15 208 33:30 19 . WDET, Detroit 20. 21. 22. 23. 24. 25. 26. 27. 28. 29. 30. 31. 32. 33. 34. 35. 36. 37. 38. 39. 40 . 41. 42. STATION WDMJ, Marquette WDOG, Marine City WFBE, Flint WFDF, Flint WF UR, Grand Rapids WFYC, Alma WGHN, Grand Haven WHAK, Rogers City WHFB, Benton Harbor WHF I, Detroit WHLS, Port Huron WHMI, Howell WHTC, Holland WIBM, Jackson WIKB, Iron River WIOS, Tawas City WJBK, Detroit WJPD, Ishpeming WJR, Detroit WKBZ, Muskegon WKLZ, Kalamazoo WKHM, Jackson WKMH, Dearborn ~126- PROGRAMS HOURS OF USE 44 83 65 52 22 261 11 141 70 29 65 84 52 292 370 130 60 28 253 58 52 11:00 20:45 16:15 13:00 5:00 68:15 2:45 39:15 20:00 14:30 2:15 16:15 21:00 4:00 13:00 73:00 103:45 32:15 17:00 7:00 74:30 16:00 13:00 -127- new PROGRAMS nouns OF USE WKNX, Saginaw 69 20:45 WKZO, Kalamazoo 104 26:00 WLAV, Grand Rapids 130 42:15 WLDM, Detroit 491 134:00 WLEW, Bad Axe 52 13:00 WLST, Escanaba 52 13:00 WMAB, Munising 372 93:00 WMAX, Grand Rapids 117 29:10 a; WMCR, Kalamazoo 220 62:00 WMDN, Midland 284 69:30 WMIC, St. Helen 47 11:45 WMIQ, Iron Mountain 13 3:15 WMPL, Hancock 65 16:15 WMRP, Flint 279 56:15 WMTE, Manistee 416 125:00 WMUZ, Detroit 208 61:45 WNIL, Niles 65 16:15 WOAK, Royal Oak 378 111:00 WOAP, Owosso 9 2:15 WOI, Ames, Iowa 39 19:30 WOIA, Saline (Ann Arbor) 2 ‘30 woon, Grand Rapids 52 13“” WOWE, Allegan 209 54:15 52 13:00 WPAG, Ann Arbor 67. 68. 69. 70. 71. 72. 73. 74. 75. 76. - 128 - STATION WPON, Pontiac WRVB, Madison, Wisconsin WSOO, Sault Ste, Marie WSTR, Sturgis WTAC, Flint WTRX, Flint WTTH, Port Huron WTVB, Coldwater WUOM, Ann Arbor WWBC, Bay City Stations served, 1959-60 -- 76 Programs carried, 1959-60 -- 9, 565 Hours of Use, 1959-60 -- 2, 572:80 PROGRAMS HOURS OF USE 58 14:30 32 16:00 240 74:30 117 29:15 207 63:00 271 78: 15 104 26:00 13 13: 15 91 32: 30 65 16: 15 9565 2, 572:80 ~129- APPENDIX E July 11, 1960 I have a personal request to make of you which will assist me in a portion of a study now underway here at MSU. If the following information applies to your station, will you please respond by return mail? 1. Do you distribute programs via tape to commercial and/or educational stations in your area? Yes No 2. If (yes) above, please send me your policy statement govern- ing this operation. 3. Please send me a copy of your organizational chart, both for your department and which will show how your department fits into your campus organization. Thank you very much for your help. I look forward to seeing you soon. Cordially, Larry Frymire Manager Lsza - 130 - APPENDD( F TABLES 19-32 EXACT PROBABILITY ANALYSIS OF DATA WHICH PROVED OF LITTLE OR NO SIGNIFICANCE IN TERMS OF THE OBJECTIVES OF THE STUDY RELATIONSHIP BETWEEN PROGRAM DIRECTORS WHO C LAS- SIF Y THEIR COMMUNITY AS MOSTLY AGRICULTURE AND r.— PROGRAM DIRECTORS WHO BELIEVE ORGANIZED LISTENER GROUPS SHOULD HAVE A VOICE IN DETERMINING PROGRAM Table 19 . POLICY J Program Directors Should Organized Listener Groups Have a Voice : Who Classify Their in Determining Program Polipy? at Community as: Yes "No" and No Response Total Mostly Agricultural 2 4 6 Other 21 20 41 Total 23 24 47 P 0. 35397 Table 20 . RELATIONSHIP BETWEEN PROGRAM DIRECTORS WHO CLAS- SIF Y THEIR COMMUNITY AS MOSTLY TOURIST AND PROGRAM DIRECTORS WHO BELIEVE ORGANIZED LISTENER GROUPS SHOULD HAVE A VOICE IN DETERMINING PROGRAM POLICY Should Organized Listener Groups Have a Voice in DeterminingProgram Policy? Program Directors Who Classify Their Community as: Yes "No" and No Response Total Mostly Tourist 4 4 8 Other 19 20 ‘39 Total 23 24 47 P 0. 64671 Table 21 . -131- RELATIONSHIP BETWEEN PROGRAM DIRECTORS WHO BE- LIEVE WKAR TAPE PROGRAM SERVICE PROGRAMS F UNC- TION AS MOSTLY EDUCATIONAL AND PROGRAM DIRECTORS WHO BELIEVE ORGANIZED LISTENER GROUPS SHOULD HAVE A VOICE IN DETERMINING PROGRAM POLICY Do You Believe Organ- ized Listener Groups Do You Believe WKAR Tape Program Service Prggrams Function as: Should Have a Voice in Determining Program Education and Policy? Entertainment Combination Total Yes 1 23 24 "N0" and No Response 2 21 23 Total 3 44 47 P 0. 74620 Table 22. RELATIONSHIP BETWEEN PROGRAM DIRECTORS WHO BELIEVE RADIO IS AN EFFECTIVE EDUCATIONAL MEDIUM AND THE NUMBER OF MAGAZINES READ BY PROGRAM DIRECTORS Number of Magazines Read by Program Do You Believe Radio is an Effective Educa- tional Medium? Directors Yes Value of Response "No" and No Total 1 and 2 Response Less Than 7 21 4 25 7 or More 21 1 22 Total 42 5 47 P 0 . 25208 3L-dAQI . _ '9’ i—ql_\|fl - 132- Table 23 . RELATIONSHIP BETWEEN PROGRAM DIRECTORS WHO BE- LIEVE RADIO IS AN EFFECTIVE EDUCATIONAL MEDIUM AND PROGRAM DIRECTORS WHO WOULD OR WOULD NOT SCHEDULE MORE EDUCATIONAL PROGRAMS FROM WKAR IF THEY WERE FREE FROM EXISTING PROGRAM POLICY Free From Existing Pro- Do You Believe Radio is an Effective gram Policy, Would You Educational Medium? Schedule More Educational Yes Value of Response "No" and No 3'”? Programs From WKAR? 1 and 2 Response Total Yes 13 1 14 "No" and No Response 29 4 33 Total 42 5 47 i4 P 1 .0564 Table 24. RELATIONSHIP BETWEEN PROGRAM DIRECTORS WHO BE- LIEVE RADIO IS AN EFFECTIVE EDUCATIONAL MEDIUM AND PROGRAM DIRECTORS WHO DO OR DO NOT BELIEVE ORGANIZED LISTENER GROUPS SHOULD HAVE A VOICE IN DETERMINING PROGRAM POLICY Do You Believe Organized Listener Groups Should Do You Believe Radio is an Effective Educational Medium? Have a Voice in Determin- Yes Value of Response "No" and No ing Proggam Pohgr? 1 and 2 Response Total Yes 20 22 42 "No" and No Response 2 3 5 Total 22 25 47 P 0.56230 -l33- Table 25. RELATIONSHIP BETWEEN PROGRAM DIRECTORS WHO BE— LIEVE WKAR TAPE PROGRAM SERVICE PROGRAMS FUNC- TION AS MOSTLY EDUCATIONAL AND PROGRAM DIRECTORS WHO BELIEVE RADIO IS AN EFFECTIVE EDUCATIONAL MEDIUM Do You Believe WKAR Tape Do You Believe Radio is an Effective Program Service Programs Educational Medium? Function as Mostly Enter- Yes Value of Response "No" and No F“ tainment or Education? 1 and 2 Response Total 1 ‘3 Educational 36 3 39 :3 “3 Entertainment or Combina- i tion of Both 6 2 8 '3 ; I, :3 Total 42 5 47 L24" P 0.97110 Table 26. RELATIONSHIP BETWEEN PROGRAM DIRECTORS WHO BE- LIEVE RADIO IS AN EFFECTIVE EDUCATION MEDIUM AND THE NUMBER OF YEARS PROGRAM DIRECTOR HAS BEEN EMPLOYED AT HIS PRESENT STATION Number of Years Employed at Do You Believe Radio is an Effective Educational Medium? Present Station: Yes Value of Response "No" and No 1 and 2 Response Total Less than 5 years 26 4 30 5 Years or More 16 l 17 Total 42 5 47 P 0.79320 Table 27 . -134- RELATIONSHIP BETWEEN PROGRAM DIRECTORS WHO BE- LIEVE RADIO IS AN EFFECTIVE EDUCATIONAL MEDIUM AND THE NUMBER OF YEARS PROGRAM DIRECTOR HAS BEEN EMPLOYED AS A PROGRAM DIRECTOR Number of Years Employed as a Do You Believe Radio is an Effective Educational Medium? F‘s Program Director: Yes Value of Response "No" and No 1 and 2 Response Total Less Than 5 years 28 3 31 5 Years or More 14 2 16 Total 42 5 47 P 1. 5812 Table 28 . RELATIONSHIP BETWEEN PROGRAM DIRECTORS WHO BE- LIEVE RADIO IS AN EFFECTIVE EDUCATIONAL MEDIUM AND THE EDUCATIONAL LEVEL OF PROGRAM DIRECTORS Educational Level of Program Directors - Do You Believe Radio is an Effective Educational Medium? Years Completed: Yes Value of Response "No" and No 1 and 2 Response Total Less Than College and Other 16 1 17 College 26 4 30 Total 42 5 47 P. 0. 79320 K33 - ~135- Table 29 . RELATIONSHIP BETWEEN PROGRAM DIRECTORS WHO BE- LIEVE RADIO IS AN EFFECTIVE EDUCATIONAL MEDIUM AND THE NUMBER OF COMMUNITY GROUPS TO WHICH PROGRAM DIRECTORS BE LONG Number of Community Do You Believe Radio is an Effective Groups to Which Pro- Educational Medium? gram Director Belongs: Yes Value of Response "No" and No I and 2 Response Total F.“ Less Than 5 33 5 38 3 i l 5 or More 9 0 9 3 Total 42 5 47 L3 53 P 0.65444 ' Table 30 . RELATIONSHIP BETWEEN NUMBER OF YEARS PROGRAM DIRECTOR HAS BEEN IN BROADCASTING AND NUMBER OF COMMUNITY GROUPS TO WHICH THE PROGRAM DIRECTORS BE LONG Number of Community Groups to Which Number of Years Program Director Has Been in Broadcasting Program Director Belongs: Less Than 5 5 or More Total Less Than 5 9 29 38 5 or More 0 9 9 Total 9 38 47 P 0. 11960 -136- Table 31 . RELATIOBE BETWEEN NUMBER OF YEARS PROGRAM DIRECTOR HAS BEEN IN BROADCASTING AND EDUCA- TIONAL LEVEL OF PROGRAM DIRECTOR -- YEARS COMPLETED Educational Level Number of Years Program Director Has of Program Director - Been in Broadcasting: Years Completed: Less Than 5 5 or More Total Junior College or Less 2 12 17 3: College or Other 7 26 33 g Total P 9 38 47 P 0.91240 9'1 Table 32. RELATIONSHIP BETWEEN ENROLLMENT IN ADULT EDUCA- TION COURSES AND PROMOTION OF LOCAL ADULT EDUCA- TION ACTIVITY Do You Promote Have You Enrolledin any Adult Education Your Local Adult Courses Within the Past Year? Education Activity? Yes "No" and No Response Total Yes 3 y 34 37 "No" and No Response 0 10 10 Total 3 44 47 P 0.47920 BIBLIOGRAPHY 1955 . (Second Edition) A. BOOKS Frost, S. E., Education's Own Stations, Chicago: University of Chicago Press, 1937. McNemor - Quinn., Psychological Statistics, New York: John Wiley 8: Sons, 3 3 I Shurick, E. P. J., The First Quarter Century of American Broadcasting, Kansas City, Missouri: Midland Publishing Company, 1946. White, Llewellyn, The American Radio, Chicago: University of Chicago Press, L f 1947. "' B. UNPUBLISHED MATERIALS Kamins, Robert W., The History of Radio Broadcasting and Radio Education at Michigan State College 1917-1947. Thesis, Michigan State University, 1946. C. ANNUAL REPORTS AND GOVERNMENT PUBLICATIONS Carroll, Jack, The Purdue Tape Service, WBAA, Lafayette, Indiana. Purdue University Press, 1956- 57. Coleman, Robert, Annual Report, Radio Station WKAR- WKAR, FM. Michigan State University, 1949-50. F rymire, L. T., Annual Report, WKAR, WKAR-FM, East Lansing, Michigan, Michigan State University, 1959—60. McKenzie, B., The Feasibility and Role of State and Regional Networks in Edu- cational Broadcasting. Washington, D. C .: Conference Proceedings 1959. U. S . Bureau of Census, Preliminary Field Count of Population of the State of Michigan. Washington, D. C., U. S. Department of Commerce, 1960. U. S. Government Printing Office, United States Census of Population, Washington, D. C., Government Prirting Office, 1950. -137- W “my humid but bail. ‘ --- .- «n-1‘32‘7n": 3‘“? JUL 1393 “I“; 35.1 3.4!; I 3' " HICHIG N U 31 n sm‘r: UNIV. LIBRARIES WWWWWWWWWWWWWW 93104402544 2