Advice to Radio

The crusading St. Louis Post-Dispatch let go last week with some sharp advice to radio. Said the Post-Dispatch: "The public should not be compelled to listen to commercial plugs in the midst of news . . . of heroic proportions.. . . The broadcasting of news should not be sponsored by advertisers who deal in palliatives for bodily aches and pains, stomach acidity and gas, body odors, enlarged pores, bad breath and a thousand & one equally revolting subjects. . . . So vital a public service . . . should not be marred by cheap commercialism or by a grasping attitude on the part of radio-station owners."

The Post-Dispatch, which owns its own 5,000-watt station, KSD, said that in the past year KSD had canceled or refused more than $100,000 in undesirable accounts--from advertisers who insisted on commercials that would break into news broadcasts, or whose products were unfit to be mentioned in the same breath and with the same eagerness as the liberation of Warsaw and the battle of Bastogne.

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