Broadcast session draws more print than electronic members.

The professional seminar organized by NCEW's Broadcast Committee drew more print members than broadcast members . . . and turned into one of the most lively discussions of the annual convention.

The session was titled "Write 'em . . . Cue 'em: Can a writer combine print and broadcast editorials?"

Participants learned that more and more print editorialists are being asked to appear on radio and television - sometimes as guest "experts," and sometimes to deliver formal editorial comments.

Moderator Chuck Stokes from WXYZ-TV in Detroit had no trouble keeping the discussion moving. He said the newspaper strike in Detroit had forced many columnists onto television or radio, with mixed success. That experience is symbolic of what is happening throughout the nation.

Panelist Bob McCord from Little Rock noted he has been "Gannettized" twice - once when his newspaper folded and once when his TV station was acquired by Gannett. He said he wrote columns and editorials for the newspaper for 40 years before moving to television.

Although McCord's photo always appeared with his columns, he received more visibility across a broader cross section of the community in three years on television than in 40 years at the newspaper. He said his greatest challenges in television writing are to keep it short, leave out unnecessary details, and limit it to one or two points.

McCord recommends that those in print spend at least some time thinking about radio and television. He also cited a Times-Mirror report that said 68% of the people have confidence in local television news, a much higher number than the public rating for confidence in newspapers.

Tom Tryon from the Sarasota Herald-Tribune told of his experience in being "drafted" to do editorials over the newspaper's new cable news channel. He said it was a "baptism by fire" when he found himself on television after years of writing print editorials. He urged others to seek coaching if they are called upon to go on air.

Tryon said the delivery is the most difficult part, but successful delivery is conditioned largely by the writing. It is not just talking, he said; it is talking in a conversational manner toward a specific point in a way almost never done in ordinary conversation.

Professor Alf Pratte of Brigham Young University said journalism schools all over the country are "merging the nodes" - bringing print and broadcast training together in one curriculum. Pratte finds this trend disturbing, because the two disciplines are more different than they are alike. He identified three of those differences:

1. Technology: mind versus glands.

2. Space: depth versus superficiality.

3. Environment: news versus entertainment.

Pratte said that in the past, one could follow a definite path of development to become an opinion writer, including experience as a reporter. He said the traditional path is compromised in broadcasting. A lively discussion followed.

Participants talked about their own experiences with broadcasting and how those experiences relate to journalism education, print background, and audience needs. Some noted that broadcast writing basically is not much different from writing for print, but writing skills have to be overlaid with additional skills to make even the best compositions effective on air.

Discussers agreed that broadcasting has fewer "gatekeepers" than print - in some cases, none - and that the opinion function is often abused on air by those who have no training for it.

They also agreed that broadcasters and print members can learn from one another and help each other acquire the skills necessary for success in either form of opinion writing.

NCEW member Don Gale is vice president of news and public affairs for KSL AM/TV in Salt Lake City.