Word: newsweekly
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...WFSB-TV, the first station to reject Mobil's advertisements. If stations do not uphold this kind of policy, Ryan says, "the public could be swayed based upon the economic strength of certain advertisers." WDIV of Detroit, Michigan, and WJXT of Jacksonville, Florida, joined their sister Washington Post-Newsweek station in refusing...
...Post-Newsweek stations, therefore, aired advertisements like Mobil's, they could be required to allot equal time to parties opposing the opinions expressed in the commercial. The Fairness Doctrine has led many stations simply to refuse to run advertisements that express opinions rather than promote products and services...
...intransigience of the three Post-Newsweek stations has made little difference to Mobil. It is getting its point across to America. Fifty-four stations across the United States still air the series, reaching even the broadcast areas close to the three stations that turned down Mobil...
...companies, among other things, are attached to Edward and Mrs. Simpson, a six-part British-made and Mobil-syndicated series about the romance that led to the abdication of King Edward VIII. No one objects to the series, but officials at three stations owned by the Washington Post-Newsweek broadcast group-in Jacksonville, Detroit and Hartford-told Mobil that the ads violated their ban against advocacy commercials. "We believe that controversial issues should be dealt with in our news and public affairs programs," says Amy McComb, manager of Jacksonville's WJXT. Adds Joel Chaseman, president of the Post-Newsweek...
...refusal of the three major networks to run a more straightforward, nonfabulous commercial. That spot maintained that Mobil's profits are actually lower, in terms of return on invested capital, than those of the networks. The networks' response was much the same as that of the Post-Newsweek stations, but a spokesman for NBC could not resist noting that however Mobil skewed the figures, its after-tax profits in 1978 were nevertheless more than one-third greater than the pretax profits of NBC, CBS and ABC combined-a not entirely apt comparison that may only have confused...