Show Redi rediscovers arneria america 4 under new sponsors operative cooperative co backing of programs affords wider national Conta contacts brings radio close to local communities by BAUKHAGE news analyst md and commentator service 1618 1610 eye street NW washington gIon D 0 in these days when there la Is so BO much talk about operatives cooperatives co I 1 would like to take this opportunity to say something about operative cooperative co sponsorship ol of radio it Is a different en t kind of coo coop co o op p of course but it ha has s done a lot for broadcasting it simply means that instead of having one big company sponsor a program over a whole network a local concern in each town hires us that Is why I 1 say the name of my boss is legion there are many advantages in this plan from a purely material standpoint but to me the greatest from the broadcasters point of view Is the tact fact that coop co op sponsor sponsorship p provides a tremendous psychological tonic it gives me what I 1 call an e pluribus unum boost because I 1 have a feeling that a lot of people have e elected I 1 e e I 1 e d me to my job instead of one man hiring me I 1 feel that I 1 have become a citizen in a sort of newfound new found economic democracy now from the listeners standpoint when a program Is sponsored locally the townsfolk are bound to look on atwith it alth a lot more intimacy we ark are all proud of the fact that radio has brought the world right into the listeners home we can be equally proud of the tact fact that the operative cooperative co sponsorship system has brought thousands of american communities into the broadcasters heart and mind the operative cooperative co sponsorship system exemplifies the good de democratic mo cratic principles of decentralization I 1 think its a great in invention ven tion chosen by station yankton S D as typical midwest mid west farmers mr and mrs john ceser won a trip to washington a new tractor and money tor for a new wardrobe ro b e immediately after being received c by the president they were interviewed on our program they were chosen by because while running up a remarkable production record on their farm in westside iowa they also played a leading part in the war activities of the community mr Is 58 years old and is still cultivating the land his father pioneered he and mrs have eight children the one of military age is a marine two daughters arree are 3 54 V center interviews the oeners in washington D C the people of X ville listening to nae me as they have foe or the last three years feel I 1 am sure that they know me better because they know my sponsor joe doe a lot of ct them personally a lot more because they have almost dally daily personal contact wi with I 1 the clerks in Ws his big department store and that goes tor for the flour mm mill the bank the bakery the dairy the hotel the electric power company the finance company the flour and feed store and what have you and what you in the coop co op dish like writing for or a weekly newspaper there is a hometown home town intimacy about this arrangement this intimacy vicarious though it may be g goes es a long way toward breaking clown down the barrier of invisibility between the unseen broadcaster and his audience highly important too Is the total goodwill engendered by the cooper co oper active sponsorship system it means a lot to the sponsor to have the listener realize that a hometown home town supported institution is paying tor for the program he listens to before I 1 accept a sponsor I 1 have to know something about him when we get together I 1 have a chance to learn a lot more about him and he about me thus my bosses have helped me in a sense to rediscover discover re america and it do a bit of at harm to those of hofius us who spend so much time on pennsylvania avenue to have a daily reminder of main street which Is the real america so much tor for direct benefits to station sponsor 11 stener listener broadb broadcaster aster but there is something which is even more important to radio as a whole I 1 believe the coop co op system will go a long way tow toward ard dissolving an unfounded suspicion held by some ot of the general public namely that a commentator reflects his sponsors opinions personally I 1 have never known such a case but the myth is widespread well it is obvious that even 30 sponsors agree to disagree with their commentator on any one thing and when the number passes the hundred mark maik a neutralizing effice results which produces a cross see sec tion view that could reflect only an average of Amerl american can tolerances graduate nurses since the eldest boy joined the marines mr has been doing all the work on his acre farm arm with the help of 0 his wife and the 10 and 14 year olds they have a lot of livestock and raise enough grain on their farm to feed the cattle mr and mrs were widely entertained while to in washington and enjoyed every minute of it however mrs was shocked at the prices of food and see how a family the size of hers hero could possibly afford to live in a city while congress recently rewrote the tax law to fit peacetime government expenditures and the peoples earnings they had in their possession the suggestion for a new type of tax program I 1 ray new type because it Is spon sponsored by small businesses employing approximately workers the sponsors are convinced that their comprehensive program will do doa a number of worthy things in addition to speeding and giving tax relief to individuals and business they say it will also provide a favorable tax climate tor for small business encourage venture capital provide high employment at well paid jobs stimulate consumption increase the national income balance the budget at high employment levels reduce federal expenditures and retire the national debt aside from immediate reductions tor for individuals and corporations the long range program calls tor for the following for the individual an initial tax of 16 per cent and reduction of surtaxes sur taxes the rates on long term capital gains estate and gift taxes existing exemptions and credits would be retained deductions of capital losses would be allowed on the same basis as capital gains are taxed double taxation of dividends would be alleviated the state chambers ut commerce would continue the principle of the withholding tax while at the same time trying to improve it in abe thelong long term picture tor for business the group would have corporation taxes reduced and the continuation of a favorable tax climate tor for small business |