in the operation of their own stations. It is natural for manufacturers of radio equipment to broadcast. They are sustaining the reason for the purchase of their product. For the same reason retailers find broadcasting worth while, even though these two classes of broadcasters are paying the freight for the manufacturer who won't participate in the expense of entertaining the public. Schools and colleges broadcast because they wish to extend their influence, to increase their enrollment, through the advertisement of their names and their wares, or they may operate stations as mere demonstrations of their physics departments.

But why should newspapers broadcast? There are several practical reasons. I will mention them first. But there is also an idealistic reason.

Among the practical reasons is the creation of good will, an intangible yet nevertheless invaluable asset for quasi-public institutions such as newspapers. Dollars may not directly follow from the pleasure experienced by listeners to programs broadcast by newspapers, but the feeling of friendliness is there and the friendship of the masses makes strength for the newspaper.

It has been said that a newspaper has a harder time advertising itself than any other firm or institution. The other firms and institutions can run their advertising in the newspaper in order that they may reach their clientele and attract new patrons through its own medium. It can advertise in other newspapers in the same city, but that is too often a confession of its own weakness. So we find the newspapers advertising in billboards, placed in conspicuous places. The power of billboard advertising is a debatable matter. With the advent of radio, the newspapers have a new medium of advertising, though, of course, it is indirect. Through radio the name of the newspaper engaged in broadcasting is poured into the ears of the thousands of listeners and without offense. Through radio the various departments of the newspaper becomes known. The automobile editor, with his talks on traffic regulations or on motor trails, makes his department known to the public, and such of the public as are interested in automobiles, traffic rules, and motor highways will turn to their radio friend's column for information. The broadcasting of football, baseball, and other sporting returns emphasizes the efficiency of the sport department. Similarly, in giving a service to the public, the newspaper is building up its clientele.

A radio department in conjunction with broadcasting also serves the public, which seeks to learn the nature of the program to be broadcast. The fan may learn how to build his set by reading the radio pages and will feel kindly to the newspaper which has helped him. He can then tune in on the newspaper's station and get the entertainment he seeks. He takes his troubles to the newspaper and comes to regard it as a friend and counselor. Such friends may be counted in the circulation tabulations.

Some of these reasons for a newspaper entering into broadcasting may not seem as cold-bloodedly commercial as the word practical suggests, but newspapers do not gain their strength from being cold-blooded in contacts with the public. There must be the willingness to serve as the inspiring motive behind the ceaseless labor of presenting the facts as they are found.

When a newspaper goes onto the air the spoken word of the radio station is as representative of the newspaper as its pabes and columns. For that reason the same policies should prevail in broadcasting as pertain in the editorial content of the paper. If the newspaper runs to red ink, daring pictures, and frivolous reading matter there is no reason why the broadcasting station could not be conducted along the same lines with a flippant attitude throughout. However, if the newspaper has as its policy the serving of the tastes of all classes of men with offense to none its broadcasting should have the same tone.

This leads me to the idealistic reason for newspapers becoming broadcasters. Radio offers a new opportunity to serve. The modern newspaper not only presents the news of the day, but it strives to instruct and entertain. That is the reason why we find book pages, women's pages, with their recipes, household hints, and other things so greatly appreciated by the gentler sex. That is the reason why we have juvenile departments and comic strips.

Each of these can find their counterpart in the broadcasted program. Talks for Boy Scouts, bed-time stories for the children, dance music for the young people, classical music for the tutored, talks on civic advancement for those interested in the body politic, educational talks for the young and old-all these find their places on the well balanced program of a newspaper broadcasting station. Music, of course, predominates and well it might because it speaks a language universal to all mankind.

There is perhaps no power greater than music to stir men's souls. The shirling of the bag pipes, the beating of drums, the shrill whistle of the fife, have lead

men on to battle. Ecstacy, joy, sadness and despair may all be spoken in music. It can lift men out of themselves or it can plunge them to the depths. Frederick Stock, famous leader of the Chicago Symphony Orchestra, upon his return from Europe declared that the mad, music of the countries across the seas, was breeding new wars. He is a man who has been dealing with the loves and hates of music for many years, and he knows whereof he speaks.

In his statement he is pointing to the responsibility which all broadcasters must recognize. In our hands is a great power with the music we send out as well as with the other broadcasts. I would feel that we were doing our job badly if in closing our programs each night we could not hold hope that we had left our radio audience, now totaling over 7,000,000, a little bit better than when they started listening in. If we can touch them with good music; stir them; set them thinking perhaps, we have done something at least. If through our broadcasts we have left them a better informed, a happier people, we have done much.

With this ideal as an actuating impulse a newspaper operating its broadcasting station, may be casting bread upon waters in the shape of the initial expense and maintenance charges, but the return of the bread in the form of increased good will and increased circulation is almost a certainty.

I am recommending that all newspapers get into broadcasting. But those which can afford an outlay of $40,000 to $50,000 a year in extra advertising could properly spend that advertising appropriation through a broadcasting station.

From these remarks it may be seen what I conceive to be the answer to "What broadcasting does for a newspaper.'

But whether it is doing much or little for newspapers, it behooves the modern journalist, with his eye on the future, to consider what radio is going to contribute to the profession of journalism and its effect upon the evolution of newspapers. At present it is an unknown quantity in our equation, so, perhaps it is a good thing to live with radio for a while, so that the future may be molded for the best interests of the newspapers and the public.

BROADCASTING BY BANKS

[By C. H. Handerson, WJAX, Union Trust Co., Cleveland, Ohio]

The policy of the Union Trust Co. since its inception has been to render to the great mass of people you New Yorkers probably call westerners, a service, embracing more than the old time term "banking service."

In short, we have always regarded a bank as a public service station for the performance of all possible conveniences for the public. There are limits, of course, but any service even remotely touching the financial phase of public service we regard as within our scope.

Something over a year ago, when radio broadcasting received its major impetus, we were among the early settlers and installed a high-power, 500-watt station, with the immediate idea of furnishing a very complete financial news service to the business men, fellow bankers, and farmers within the radius of our reach.

Little did we anticipate the real need or the immensity of the market which we could reach.

I might tell you that the financial service which we broadcast four times each day would cost the average banker or business man in one year approximately what our radio broadcasting station cost to install-in other words, many thousands of dollars. Yet, by the installation of a receiving set he is enabled to receive the full benefit of this service with its far-reaching sources of information. Several hundred banks and business houses have installed receiving sets and we furnish them with a form on which they can enter the quotations for Liberty bonds, livestock, foreign exchange, grain, New York bonds, fruits, and so on. We have received requests to broadcast something like 500 different stock issues and their quotations.

From the farmers we have received unusual enthusiasm, for it enables the farmer to go to his buyer forearmed with accurate knowledge of the prices quoted that day. It has brought him up to date and placed him at the very end of a live business news gathering organization.

Banks scattered throughout a wide radius have installed receiving sets and supplied the data to their rural trade on request or through bulletin boards.

Business men have surprised us with the enthusiasm of their response to our business service, and, all told, we feel that our daytime broadcasting is one of our very real major banking services.

The evening broadcasting-twice a week-consisting almost entirely of musical programs, has likewise played a very real part in implanting in the general public a recognition of the Union Trust Co. and the feeling that we are a publicspirited organization interested in good music as well as in the more popular melodies.

While the number of accounts which we can trace directly to our broadcasting could probably be counted on the fingers of one hand, a recent questionnaire to the officers of our bank firmly established the fact that radio broadcasting must continue.

A bank situated as we are in that great focal center of farming and industry obtains its business from many hundreds of intricate channels. Our broadcasting station, I firmly believe, has done much-if it has not carried the major load-to leave the impression throughout the district that we are a "mighty nice place to bank."

A farmer in a little crossroads town, a trapper up in Saskatchewan, a group of Clevelanders in Florida, a business man in a neighboring manufacturing town, a banker in a small rural district-these are just types of people from whom we have had hundreds, yes thousands, of letters of appreciation and proof that the name of the Union Trust Co. has been favorably implanted.

Do we use the radio for advertising? Yes and no. You are all better aware of the Government regulations on this point than am I. We have felt, however, that direct advertising via the radio would be a serious mistake, because, after all, your listening public, the moment you begin to pull advertising, begins to fade out on you; and furthermore, even though they could not plug out, we would not feel that it was good policy to force our business upon them, preferring to sell them the good will of this bank through music and entertaining talks on subjects of popular interest.

Only recently we have been experimenting cautiously with educational talks on Cleveland's better business commission, which has a direct relation to banks and banking. At another time we tried educational talks on the Yellowstone Park, to which our travel department was running an excursion, and these met with great success. But, all told, we are broadcasting verbal education with a very sparing hand, preferring by indirection to sell this bank as a "mighty good place to bank" and trusting in our newspaper and other advertising to sell the specific services.

We have had substantial evidence that our broadcasting has proven a powerful advertisement for Cleveland as a city. Our broadcasting of the Cleveland Symphony Orchestra throughout the season added substantially to Cleveland's position as a musical center. The daytime broadcasting of financial news and quotations has likewise tangibly influenced the country banker and business man to look toward Cleveland as the hub of their financial world, while the broadcasting of the enormous organ of our new public auditorium has directed the attention of prospective conventions toward the city and its facilities as a convention city.

To sum up briefly, we do not recommend a broadcasting outfit to any banks or all banks. Conditions govern the desirability. We can only speak for ourselves in expressing our hearty appreciation of radio broadcasting as a means of expressing our policy to render the community a service. By-products of this have been too numerous to mention, though I have tried to cover the primary ones. While the results are necessarily intangible, there is not a man in the room who does not know the Palmer School of Chiropractic. To quote my wife, if I may be so bold, she "never knew there was such a school until we had our radio set." And so it is with thousands upon thousands throughout the country, who never heard of the Union Trust Co. nor of Cleveland, Ohio, until the wave from Lake Erie took the air and gave us what is in effect an oral billboard.

In short, by rendering a business, an entertainment service to the community and to the Nation, we feel we have by no means cast our bread upon the waters, unless you likewise include the balance of the gospel where it says that such bread will return to you-and we are not at all certain but what it will return fourfold not only by bringing business directly to our organization but by making the country banker and the business man and the farmer better business men, better bankers, and better farmers, by placing at their disposal the very latest data as a guide and compass in their actions and thereby actually developing the business of the community and making it more profitable for all of us.

A MANUFACTURER'S VIEW OF BROADCASTING

[By Powel Crosley, jr., Crosley Manufacturing Co., Station WLW]

It is quite obvious that if there were no broadcasting, there would be no demand for radio receiving apparatus. Recognizing this fact, it would seem that the manufacturer of radio receiving sets should feel an obligation to furnish his share of the broadcasting. Of course, many other institutions find it to their advantage to maintain stations, but the fact remains that every radio manufacturer should do whatever he can to aid this work. The Crosley Manufacturing Co. has maintained a broadcasting station for nearly two years. Of course, the value from advertising is one inducement for the continuation of such a station but it must be remembered that the advertising value of a broadcasting station is dependent entirely upon the quality of the service rendered by it. Broadcasting poorly handled is a liability rather than an asset. If the station maintains a quality of service that meets with the approval of the listening public, the good will accruing is valuable. Outside of any activities by a manufacturer who is directly operating a station, he should be vitally interested in everything pertaining to the problems of national and even international broadcasting. This association is doing a great work. It is hard to conceive all of the many ways that it can help on the problems of broadcasting. Brought together as it was, by what its members considered unfair demands being made upon them in connection with the broadcasting of certain music, it is not only handling this matter successfully but is daily finding new things to do. It is not only accumulating and supplying tax-free music to its broadcasting station members but it is now preparing to supply the same music to hotels, theaters, and other institutions that have heretofore been taxed for popularizing music. Matters of legislation in reference to broadcasting have been handled by the association-ways and means discussed for a provision of a source of revenue for the maintenance of broadcasting stations are being considered. I do not believe that the question of maintenance cost is a serious one at this time, for I believe that any institution maintaining a good station providing popular entertainment, will find it worth all it costs in the development of good will.

Broadcasting is new, less than three years old, and yet wonderful strides have been made. I believe in the use of more powerful stations, especially during the summer months. A 500-watt station in the winter time has ample range, but it takes more power than that to reach out consistently, cutting through static for a thousand miles or more during the summer months. Several stations using higher power were in operation during this last summer. Their consistent range was great, and I believe that they greatly assisted in the maintenance of interest and the early fall awakening of radio enthusiasm. I hope to see more of them next summer, and that we will be using more power then ourselves. Have you ever stopped to wonder what broadcasting will be 10 years from now? Where are are now using watts we shall probably be using kilowatts. Where the consistent range of a 500-watt station is several hundred miles to-day the waves from our broadcasting stations will some day be reaching to the far corners of the globe nightly. Then truly, radio will be international rather than national. It will bind the nations together, and perhaps necessitate a new universal language. Thoughts of leading individual thinkers will become those of the world instantly. The progress of the world's civilization has advanced in direct ratio to the speed of communication; so, with universal broadcasting, civilization will advance more rapidly than ever before. International broadcasting stations will so closely unify the thoughts of the listening peoples that wars will be impossible. Truly, it is great to be associated intimately and to be a part of this wonderful new thing.

RADIO AND GOOD WILL

[By Frank W. Elliott, WOC, Palmer School of Chiropractic, Davenport, Iowa]

I have been asked a good many times by men who are skilled in the various forms of advertising and in general business, what advantage, in our opinion, is to be gained by radio by an institution teaching chiropractic and having no merchandise to sell. The questioner would usually say: "I can understand how a large manufacturing concern selling radio or electrical equipment would be justified in going to the expense of building a wonderful radio station so that it could tell the world about its products, but for the life of me I can not see how

you, as a school, can derive any real benefit from such an installation. It certainly must involve a large expenditure of time and money to build such a station as WOC."

Radio is one of the greatest inventions of our modern day. It was built for the mass and everyone who has a receiving set can atune himself to the world's voice. It has brought the farm to the city and country to country. It has done, perhaps, more than the automobile to educate and entertain the mass, and it may in a course of time revolutionize much of our modern way of thinking. It is a veritable godsend to the shut-in who has the news of the day, recreation, and religious comfort brought to his very bedside.

We

Its present status is wonderful; its future is limitless, and will no doubt help to revolutionize our modern day. The American citizen of to-day who owns a receiving set is entitled to and expects to receive all of the important news of the country at any time. It is a wonderful adjunct to the national press. The press has always maintained that the people should hear the news of the day as quickly as possible and many of them are using it as an adjunct to their business. Witness the recent death of our lamented President Harding when the sad news was broadcast into every nook and corner of this country. This information was received by millions of people, perhaps, before a newspaper could even be printed. They bought newspapers later to read the details. In the early spring of 1922 the institution with which I am associated decided to install a radiophone station. We purchased a small set from a local amateur and made the experiment. soon found it inadequate. We found that the public is fickle about what it cares to receive; that it desires the best of everything, even though it pays nothing. We found that the public was critical of our efforts to please and serve, but that did not stop us. We decided that that was a healthy condition and meant that we should strive to improve rather than discontinue, so we purchased the best we 'could in open market, and since that time we have received thousands upon thousands of letters-as many as 13,000 in one week-from interested listenersin from all over this hemisphere and many foreign lands. Now, what is the inevitable result of such an enterprise? Could our institution have invested $60,000 in any other way and elicited the thousands of inquiries we have received since installing the station? And some will ask, "What is the recompense for the broadcasters?" I say that the best investment that any business-which, of course, can afford the purchase price and maintenance cost-can make is the installation of a thoroughly up-to-date broadcasting station and when I say "up-to-date" I mean it advisedly, for there are many things to be considered. One must have sufficient talent; he must have access to sources of information; he must render a distinct service for his station.

One incident may show the value of certain service that we are using at our station:

Station WOC at Davenport, Iowa, has just compiled a record of police reports broadcasted over a period of eight months, ending September 1, 1923, which shows that during that time 337 police reports were broadcast at the request of officials all over the Middle West. These reports covered not only stolen automobiles and lost individuals but also assisted in locating tourists or traveling men whose exact location was not known and who were wanted at home on account of death, illness, or other urgent business. From the information gathered it is conservatively estimated that the broadcasting resulted in the apprehension of approximately 10 per cent of the persons or property called for. This we consider a distinct service to our community. We have received many letters of commendation from officials who have used our service successfully. This police service is used in many other cities of the United States and is indeed a signal success.

We received an interesting letter from a lighthouse tender down at the mouth of the Mississippi, who stated that he had never heard of chiropractic in all his life. He had no idea of what it was or what it meant, but he said, "If chiropractic is anything like Station WOC-where the West begins-then it must be O. K." He stated that radio was to him a great blessing; that he was on a night trick and that his only recreation was the radio; that it was impossible for him to get to shore more than once every 30 days.

This is, after all, the most altruistic age the world has ever known. True, selfishness has still a great place in the world. Yet, in spite of it, big men and great corporations are endowing institutions and the Nation with benefits unheard of in other days.

And why should not the Palmer School of Chiropractic follow illustrious precedent? Has it not been the recipient of tributes and services upon which no money value could ever be placed and should it not do something for general