"I am Sam Morris, of San Antonio, Tex., radio speaker for I be National Temperance and Prohibition Council, field speaker for the Temperance League of America and associate editor of the National Voice, America's oldest prohibition newspaper. For the past 12 years I have conducted the Voice of Temperance broadcast, a nation-wide radio program urging total abstinence for the individual, and prohibition for the nation..."
...and in 1950:
This was a part of his testimony on the subject of alcohol advertisements on the radio.Interestingly, there are some contemporary federal laws that do limit the presence of certain types of ads in certain circumstances. For example, the tobacco industry is forbidden to advertise on TV at all. But alcohol is allowed... technically. But there are limits: they can only be placed in media where 70% of the audience is over 21. The content also cant be targeted at the young, no cartoons characters etc. It also cannot advertise it's effects and cannot encourage irresponsible drinking. The limitations are such that you'd think there was very little alcohol advertising at all. Well the CDC would be happy to show you where they still do. In Q3 of 2006 VMS found 67,404 alcohol advertisements in a sample of the top 104 markets, though they were very regional. More here. The Broadcast Law Blog covered the topic in great detail in 2007 here."I am Sam Morris of San Antonio, Tex. I am field speaker for the Temperance League of America; I am associate editor of the National Voice, America's oldest prohibition newspaper. For the past 15 years I have conducted the Voice of Temperance broadcast with radio listeners in all parts of the nation... "
Sam Morris managed to get his puritanical message out on a number of border blasters back in the 1940s: XEPN-AM, XENT-AM, XEAW-AM, XERA-AM, XELO-AM, and XEG-AM. he also bought time on WHO-AM in Des Moines, KWBU-AM in Corpus Christi, KWKH-AM in Shreveport and WHAS-AM in Louisville. He also manged to get some syndicated time in 1944 on CBS and on NBC in 1947. A 1946 radio listener survey by Benson & Benson in Princeton, NJ, as the 15th most popular radio program in Louisville. It sounds good, but his damning proof is that the "beer broadcasts" have lower ratings than his own. This is sort of like bragging that your program is more popular than the other program's advertisements.
But even a puritanical zealot has his day. Following his appearance on NBC in January on '47 the trade magazine Beverage retailer Weekly called Morris "the most dangerous enemy the liquor industry has ever known." It's a bit dramatic, but Morris was certainly troublesome. By the mid 1940s Morris was finding that certain broadcasters wouldn't even sell him air time because he was intent on chasing off their liquor advertisers. So in 1948 Morris published a pamphlet that listed off his works, and also named names as to who did and did not run what he calls wine beer and liquor broadcasts. He names specifically: WEEI, WCBS, KMOX, WTOP, WCCO, KNX, WJR, WBT, WHAS, WLAC, KLRA, KTRH, WWL, WDOD, WKRC, WBBM, KRLD, KOMA, WNOX, KIRO, KWFT, KSL, KFAB, and KMBC... notably singling out all the big market powerhouses of the CBS network. He then drops some of these calls over maps of "dry" and "wet" counties. His logic is that a town voting out the sale of booze has also somehow by connection voted out advertisements for it ... as if somehow the radio waves could steer around temperance households...
I scanned his whole pamphlet, it's well worth the read and the fine details about radio airtime make it a fine piece of research material.
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