Page 6, Portland Observer, August 12, 1987
Marshall Calls for Service and
Accountability From Broadcasters
Deregulation has long been a thorn in the side of the black community
and finally Congress realized that it had become a detriment to the broad
cast community as well. In order to restore balance to the situation, the
Senate Sub committee on Communications recently held hearings on the
effects of deregulation on the broadcasting industry an S.1277 (amendment
to the Communications Act of 1934).
Pluria Marshall, chairman of the National Black Media Coalition
(NBMC) was among those who offered testimony on the proposed bill,
the "Broadcasting Improvements Act of 1987".
Marshall testified that while NBMC is not generally opposed to the
concept of deregulation, "we do have serious doubts as to its success in
light of the RCC regulations which allow ownership of up to thirty-six media
properties". Marshall stated further that deregulation in its current state
has resulted in less opportunities for Black ownership of broadcast proper
ties.
The NBMC chairman indicated that deregulation had affected employ
ment, ownership and programming. Not only did deregulation policies
relieve broadcasters of paperwork, he said, "it also relieved (broadcasters)
of their responsibility to program their stations in the public interest .
Public affairs programming seemed to disappear with the onset of de
regulation and has since been replaced with "dance shows and MTV ,
Rick Lace, General M anager/S r. Vice President, Davis, Johnson,
M ogul & C o lo m b atto (DJM C) A dve rtising , Inc., Portland O ffice.
D JM C/Portland Names New
General Manager
Twenty-year ad veteran Rick Lace has joined Davis, Johnson, Mogul
& Colombatto (DJMC) Advertising, Inc., as general manager of its Portland
office, and senior vice president, heading up the offices's Portland Metro
and Western Washington Toyota business, according to Brad Ball, presi
dent, DJMC.
Lace has an extensive automotive advertising background, ranging from
Pontiac and Cadillac at D'Arcy, Masius, Benton & Bowles, to more than
15 years with Chrysler Plymouth at Young & Rubicam and Gerber. He
most recently supervised the Nissan Dealer business in Portland, Washing
ton and Northern California with Portland-based Kobasic, Harris, Savage.
"Rick knows cars, but he also knows pizza, pancakes and real estate,
and will be a valuable addition to our new business efforts in the Pacific
Northwest," Ball said. Lace has also managed the Godfathers Pizza, Inter
national House of Pancakes and Red Carpet real estate accounts, among
Marshall said.
", . . Radio has been turned loose completely, and in the black commu
nity it is a very special problem . . . " because all other radio stations point
to the 'black formatted stations' as the stations who are supposed to serve
you, "he said". Outside of the hearings, Marshall later commented that in
many cases the black formatted stations refused to inform and educate,
instead they concentrate their energies on pure entertainment.
Marshall asked that the Congress ensure that the distress sale policy,
tax certificate policy and the minority preference be "enhanced and strong
ly promoted", confirming that before such policies minorities had no
chance of successfully and effectively participating in the broadcast entre
preneurial process. Marshall concluded that without these policies the
"old boy network" would "continue to prevail".
"I think that the Congress should require the RCC to increase utiliza
tion of its minority preference policies (and) its tax certificate policies . . ."
Marshall said, that since the Reagan Administration policies had begun to
reflect in the actions of the FCC, there have been little to no distress sales
in nearly six (6) years.
In his final statements, Chairman Marshall requested that the Congress
do two things: 1) direct the Federal Communications Commission to re
visit the question of accountability and responsibility in public affairs, public
service and children's programming; and 2) delete sections 101 (J)(4) and
103(K)(1) which would prevent NBMC and other public interest groups
from challenging license renewals and receiving compensation when enter
ing agreements with media companies.
Marshall called the restraint on public interest groups, regarding agree
ments "an interference with free enterprise". " . . . You are telling the
others.
Jane McKenzie will continue in her capacity as senior vice president
and operations manager, focusing her efforts on the agency's McDonald s
business in Northern Oregon, Southwest Washington and Southern Ore
gon.
In 1981, DJMC established a Portland office to service the Toyota ac
count. In March 1985, DJMC acquired McKenzie, Bassett, Inc., to form
the full-service, 12-person office of DJMC/Portland, with current billings
in excess of $6 million.
Los Angeles-based DJMC is one of the largest independent advertising
agencies in the West, with billings approaching $130 million. DJM C/Port
land is located at 101 S.W. Main St., Portland, Ore.
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broadcaster who they can and cannot do business w ith ", he said, that
many of the deals NBMC had been involved with depended soiely on the
abilities of NBMC to pull a deal through the Commission, when without
its assistance those deals would have failed.
The National Black Media Coalition has long been in the forefront of
civil rights issues concerning black Americans regarding mass communi
cations. This year marks NBMC's fourteenth year in operation.
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Pluria Marshall, chairman of the National Black Media Coalition.
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