“MAY”day Needed For Radio

Back in the dark ages of radio broadcasting there was a code of conduct that was considered gospel for all who worked in the industry.  It was incorporated into the Radio Act of 1927 and became the operational standard for all broadcast licensees.  It was very simple, very straight forward; “To operate in the best public interest, convenience and necessity of the community.”  

This requirement not only guided regulations surrounding technical standards but program and licensing requirements as well.  It was implemented to act as a safeguard against greed and selfish motivations from infecting the industry.  It worked beautifully from its inception until deregulation in the 1980’s and when squeamish Supreme Court rulings destroyed its effectiveness as a golden rule. 

Over that fifty-year period there were endless examples of broadcasters sacrificing to serve “in the best public interest, convenience and necessity of the community.” The effort that best exemplified that commitment could be found in tiny Shenandoah, Iowa. 

Henry Field – KFNF Radio

In the 192o’s two extraordinary radio pioneers owned and operated radio stations in Shenandoah.  In 1924 Henry Field founded KFNF operating on the top of his seed house business.  In 1925 seed salesman Earl May put KMA on the air.  Both started their radio stations to increase the sales of their seed products.  

The fierce completion brought out the very best in them.  They were decades ahead of their time in establishing radio as a very personal medium for the listener.  Such an approach to programing didn’t become predominate until the end of the golden age of radio.  It went from a very structured format of one radio program after another (like contemporary television) to personality radio.  Field and May could talk for hours telling tales about family and friends, sharing anecdotal stories of interest to the farming community and providing a steady source of information and ideas on how to increase farm profits. 

While they were at it, they established the format for a morning show that is still employed to this day.  It included news, weather, farm reports and other key pieces of information that became crucially important to the listener. 

They also used their stations to create wildly popular community gatherings and events.  Today almost all radio stations have a promotional department whose sole function is do exactly what Field and May were doing. 

All these efforts attracted listeners throughout the Mid-West and drew thousands of visitors to tiny Shenandoah for years.  All definitely serving “the best public interest, convenience and necessity of the community.”  Yet the most prolific example of commitment to this operational standard did not occur until the 1930’s. 

At the depths of the depression, Earl May took to the air with an offer the farmers couldn’t refuse.  He pointed out that he had the seed the farmers needed but couldn’t buy.  May said he was confident that the banks would reopen.  He told the farmers to go ahead and pick up their seed.  He said he would accept all checks and hold those checks until the banks reopened.  He received $50,000 in orders…more than enough to bankrupt his company.  

When the banks reopened 98% of the money was paid. 

Deregulation from the Carter Administration through the Obama administration has yet to demonstrate it has served “the best public interest, convenience and necessity of the community.”   It has demonstrated that it indeed serves the best interest of big money concerns.  No better evidence exists than the reality that no broadcast entity today would ever risk what May risked in the service of “the best public interest, convenience and necessity of the community.”  
Today most radio stations are owned by large corporate concerns whose apparent mission statement is to the secure the largest profits possible through devoting more air time to commercials than anything else, using technology to substantially reduce employees, and turning this marvelous medium into a jukebox. 

But rather than lamenting the loss of personality radio and a code of conduct clearly designed to serve the best public interest, it may be wise for us to simply focus on gratitude for the fifty years of greatness that once was radio.  It will diminish the tears.