2—The Daily Collegian Tuesday, April 14, 1987

Persuasive speakingups political activismBy LAUREN YOUNGCollegian Staff Writer

Due to the power of persuasivespeaking, there is more political in-volvement today than any other timein our history, said Craig Smith,president ofthe Freedom of Express-ion Foundation.

Since 1977, the Department ofSpeech Communication has selectedan outstanding speaker to honor Car-roll C. Arnold, a Penn State professoremeritus of speech communication.Smith was chosen as this year's reci-pent.

Yesterday Smith, a Penn Statealumnus, presented the Carroll C.Arnold Lecture speaking on the topicof "New Technblogies and the Politi-cal Campaign."

"Persuasion is important in oursociety because it drives the freemarket of ideas," said Smith, a for-mer speech writer fOr President Fordand Chrysler Corp. President Leelacocca. "Persuasion is (also) a wayby which a leader can emerge in oursociety."

Leaders like Abbie Hoffman, Leelacocca, Jessie Jackson and Pat Rob-ertson have all used persuasion togain recognition and deliver ideas,Smith said.

But Smith also noted that somepeople want to close the free marketofspeech by limiting the rights of theFirst Ammendment.

Congressional reaction to negativeadvertising promoting one oppo-nent by emphasizing the weaknessesof another is one example of thismovement, Smith said.

"Today a number of commercialseither try to sell a candidate like soapor they are very humorous," he said.

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"But despite this, we have in Con-gress an attempt to close down neg-ative advertising in politicalcampaigns."

Besides televison, other types ofmedia like newspapers and radio canbe used in a political campaign toachieve a vote and create a message,Smith said.

He added radio is especially pro-ductive because there is a multitudeof audiences available.

Since each radio program has adistinct audience, commercials cantarget in on a select group of thevoting public. These commercialscan then focus on the issues impor-tant to that group of listeners, saidSmith.

Smith attributed political polling asan important aspect of a campaignsince it allows a candidate to examinethe position of the electorate.

Polling is also useful in examiningthe image of the incumbent, he said.Name recogniton of an incumbent isan indication of that candidate'sstrength.

Smith advocated the continuationof Public Action Committee influ-ence.

"PACs increase political partici-pation in the system," Smith said.

But, he said, legislation has beenproposed to limit amount of contribu-tions a PAC can give to a politicalcampaign. He estimated that in theUnited States 4.5 million people areinvolved in 4,000 PACs.

One argument Smith expressed isthat without PACs, fewer Americanswill be inclined to vote.

If one reduces the importance ofPACs by limiting the amount of mon-ey spent in campaigns, it many endthe involvement of many voters.

s » >

By JILL GRAHAM andCHRISTINE METZGERCollegian Staff Writers

State College police are investi-gating what they call a suspiciousfire that struck a house at 220E. Foster Avenue at about 2 yester-day morning, leaving as many as 10students at least temporarily home-less.

The residents of the house, allUniversity students, were un-harmed. Five trucks from the Al-pha Fire Company were on thescene and put out the blaze in halfan hour, AssisMnt Fire Chief Rich-ard Harris said.

One of the house's residents, whoasked that her name be withheld,said the fire began on a couch on theback porch and spread into one ofthe apartments on the first floor.She said smoke damaged the entirehouse.

Last semester, four fires thatpolice also considered suspiciousstruck within the same two-square-block area as yesterday's fire. Thefires prompted students to be con-cerned about their safety, and somefraternities in the area startednightly "firewatches."

Police Cpl. James Stuller saidpolice are not yet certain if thelatest fire is linked to the others. Hewas unsure when more informationwould be available.

Harris said he presumed that thefire would be investigated in con-nection with the others, which hesaid he thinks still haven't beenresolved.

The resident of the house said she

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Collegian Photo! Dan Oleski

Food fight!Tom Rinkacs, (sophomore.pre med) tangles it up in the Jell•O with three other people as a crowd cheers then on in thelower quad of West Halls. The Jell.° wrestling is part of the events scheduled for West Week.

Milestones markedFrom a small magazine in 1887

to the million-dollar businessexisting today, The Daily Colle-gian has had a colorful history.Here are a few of the highlights ofthe newspaper's first 100 years:

• April 18, 1887 The firstissue of The Free Lance, the fore-runner of The Daily Collegian,

closed meeting of the Black Stu-dent Union. In retaliation, blacksburn more than 10,000copies of thepaper. The Collegian Inc. Board ofDirectors suspends Nordland andEditor Robert J. McHugh for therest of the term.

o July 1, 1971 The DailyCollegian production staff produc-es its first issue. Tollegiattpremiers.

• 1895 The Free Lancechanges from a newspaper to aliterary magazine.

• September 1971 The papergoes to its current Mondaythrough Friday schedule.

• 1972 The Collegian movesto its current home in 126 Carne-gie.

Continued from page 1• April 1904 The Free Lance

folds. The first issue of The StateCollegian a four-page weeklytabloid printed by Nittany Print-ing and Publishing Co., publishersof the State College Times (nowthe Centre Daily Times). TheCollegian shared an office down-town with the State College paper.

• 1911 The paper becomesThe Penn State Collegian.

• 1918 Publication is inter-rupted in the fall because ofmaterials shortages caused byWorld War I .

1920.= The Collegian expandsto twice a week, with Tuesday andFriday editions.

• 1930 The Collegian movesits offices to "Journalism Alley,"on the third floor of Old Main.

• May 20, 1940 Collegian Inc.is chartered as a non-profit cor-poration by the Commonwealth ofPennsylvania.

• Fall 1940 The Daily Colle-gian now appears Tuesdaythrough Saturday. Its offices aremoved to the basement of Carne-gie Building. The paper returnedto a weekly schedule from 1944 to1948 because of World War IIshortages of materials,

• 1956 The Collegian joins theAssociated Press.

intemperance."

O 1979 The Collegian earnsthe Associated Collegiate Press'Five Marks of Distinction for thesecond consecutive rating period.The Weekly Collegian appears inthe fall.

The second "Collegian incident"occurs when the paper's businessdivision inadvertently runs a se-ries of racist classified ads. TheCollegian runs an apology on theclassified page, but it becomes thetarget of protests by blacks an-gered by the refusal of EditorDave Skidmore to run a front-pageapology.

• 1980 The Daily Collegianwins the 1980 College NewspaperBusiness and Advertising Man-agers Ic. Trendsetter Award.

The Collegian also wins awardsfor in-house advertising promotionand having the advertising man-ager of the year, Sales ManagerMarc A. Brownstein.

"A strict prohibitionary law with penaltiesattached to it will remove the cause of intemper-ance, and thus the young man who lays thefoundation of his ruin by occasionally taking adrink with his friend (? ) will be spared thetemptation," said a Free Lance editorial.

Though some issues, like the dress code thatlasted into the 1960 s and charges of communismat Penn State during the "Red Scare" of the19505, have faded as time progressed, manyissues familiar to today's Collegian reader wouldhave seemed appropriate in The Free Lance of1887 or at any stage of the newspaper's 100-yearhistory.

Changing views

e 1982 The Society of Profes-sional Journalists, Sigma DeltaChi, names the Collegian the topcollege newspaper in the country.

e 1985 The Collegian receivesa national Pacemaker Awardfrom the American NewspaperPublishers Association/Asso- ,ciated Collegiate Press for 1984-85.

• 1986 CNBAM again grantsthe Collegian the national Trend-setter Award.

These issues show that no matter how muchthings have changed over the years, students arestill faced with the same problems and concerns,said Assistant General Manager Patty Har-tranft, who helped research back issues of TheDaily Collegian for the centennial.

"The most interesting thing is the fact that allthese issues are reported generation after gener-ation," she said.

Hartranft said such issues as tuition increases,registration problems and fraternity crackdownshave always been common student concerns.

"Every 10years there was a major crackdownon fraternity drinking," Hartranft said. "Allthose things are not new."

Kris Sorchilla, editor of the commemorativeCollegian Magazine, said the most interestingthing about looking over old Collegians is "justthe way that student life evolved throughout thedifferent periods."

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1961 The Collegian movesto 20 Sackett.

• November 1970 The first"Collegian incident" begins whenreporter Rod Nordland (now withNewsweek) eavesdrops on a

"In the 19505, all we saw was kids with HulaHoops pulling college pranks. That was the bigthing back then," Sorchilla said. "When we get toby James A. Stewart

Students left homeless after blaze

woke up to the sound of someonerunning up and down the stairsyelling that the house was on fire.She said she finds it suspicious thata fire began when everyone in thehouse was asleep.

"Some jerk was fooling around,"she said.

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saw the fire and called the authori-ties. Police said the call came in at2:10 a.m.

Between eight and 10peopleoccu-pied the house, Stuller said.

Harris confirmed that the firstfloor and rear part of the housewere damaged by the fire and saidthe entire house sustained smokedamage. He said it would probablybe some time before the residents

could move in

Harris was unsure who phonedthe fire in, but a local radio stationreported yesterday that a passer-by

Peers honor sales managerBy JANE KOPACKICollegian Staff Writer

--A.:,0..,,fe The Daily Collegian made an impression among the.v nation's top college newspapers this weekend'by captur-

.: ?.24 ing the award for the No. 1 sales manager in the country.jaiwki Former Sales Manager Dave Profozich was named

Advertising Sales Manager of the Year by the College4?- ' Newspaper Business Advertising Managers Inc. lastI,t *

~,, weekend in Washington, D.C.The Collegian also brought home two first-place awards

), for its classified section and office administration materi-als

4.: newspapers were represented."It meant a lot to me," Profozich said, adding that he

was surprised when he he got his award. "R. was some-thing I'd always had in the back of my mind that I wasworking for but by no means expected to get."

Business Manager Glenn Rougier said he was notsurprised that Profozich received the honor. He saidProfozich has a lot of good ideas and definitely deservedthe award.

"Dave has a unique style," Rougier said. "Anyonecould have managed the sales staff, but he really caresabout them and the job they're doing. He knows how tomotivate people.

"If he didn't get the award, I would have liked to see(the sales manager) that did at work," Ile said.

Gerry Hamilton, Collegian general manager, said:"Dave has very special qualities. He served as salesmanager as the rest of the business division hit a peak. Itmade for a dynamite combination."

"A strict prohibitionary law with penalties attached to it will removethe cause of intemperance, and thus the young man who lays thefoundation of his ruin by occasionally taking a drink with his friend (?) willbe spared the temptation," said a Free Lance editorial.

the 19605, now they're taking things a bit moreseriously.

"Today, I see a lot of disinterest," she said. "Isee people trying to get the spirit of the 1960 sback, protesting apartheid and tuition increases,but the overall interest by everybody just isn'tthere."

years, but what I see coming ahead is tremen-dous."

"Most of us are just sitting back," Sorchillaadded.

On to the future

'He cited the Collegian's financial health, alongwith the strong reputations of both the news andbusiness branches of Collegian Inc., as reasons tolook forward to the future.

Looking back at the old issues provides not only alook at the issues and at student life, but a chanceto gauge the work of the current staff, said 1987Collegian Editor Chris Raymond.

"It's a motivation to do even better," he said."It's just pretty interesting to see how the

paper has developed and evolved over the past100 years," Raymond said. "It's just recentlythat the paper has taken the format it has now."

The Daily Collegian started in 1887 as The FreeLance, a monthly beset by financial and produc-tion problems. It became The State Collegian in1904 and went to a daily format in 1940.

"The daily has improved tremendously overthe past 100 years," Raymond said. "It's inter-esting to see people come in after only five, 10, 15years and see how amazed they are at how thething has evolved."

Since becoming a daily, the Collegian hasadded a weekly edition for alumni and branchcampus students; Collegian Magazine, whichcovers special events such as home footballgames and the annual Central PennsylvaniaFestival of the Arts; and a professional staff thathandles resumes and job layouts.

Raymond said he expects the Collegian tocontinue growing in the next few years.

"I can start to see it right now in a lot of thestuff we're doing," Raymond said. "The im-pact's not going to surface for three or four

"Combine those two things and there's no limitto what we can do over the next 100 years,"Raymond said.

Raymond said he is satisfied with currentCollegian coverage, but hopes to increase cover-age of statewide and town news along with morein-depth reporting.

Business ManagerGlenn B. Rougier said he ishonored to serve as business manager during theanniversary celebration.

"Thousands of people have put years of hardwork into making the Collegian what it is,"Rougier said. "I'm representing their hardwork."

Rougier said that although the reunion isinteresting, he feels "awkward, because it isn'tmy work being represented."

"It's interesting setting out into the second 100years, and to have the opportunity to start outright," Rougier said. "If we do a good job, it'lllead to a successful second 100 years."

The business side is expected to become morecomputerized, Rougier said, with most layoutand accounting eventually handled by computer.

Rougier also hopes thatthe business division ofCollegian Inc. will continue to maintain its finan-cial strength and good relations with the newsdivision.

"In the long range, I just hope that Collegianstays a student newspaper, stays on campus andcontinues to give quality experience," Rougiersaid.

"I consider it a sort of honor to be involved (inthe Collegian's 100th anniversary)," Raymondsaid. "Our work and things are much morevisible people are watching more closely."

The burned•out porch at 220 E. Foster Ave. provides a visible reminder of the fire early Sunday morning which mayhave left as many as 10 University students homeless,

"The smoke has to clear, andthere may have been damage up-stairs, especially with the wiring,"Harris said.

He said the fire company stayedon the scene for two hours to checkfor hidden fires in the walls andother problems. Three engines, anaerial truck and an equipmenttruck responded to the alarm.

Rougier agreed that last spring the business divisionwas making a comeback but was lacking consistency onthe sales staff. Last summer, he said, Profozich becamesales manager and took on the challenge of uniting thesales staff and making its success consistent.

Other factors contributed to the rise of the businessdivision, including a strong office staff and the input offormer Business Manager Bill Landis, Rougier said. Headded that Profozich "could have justcome in and floatedwith those factors, but instead he worked to make it evenbetter."

Candy Heckard, Collegian advertising adviser, said,"If we were going to'get any award, this was the one wereally wanted to bring•home."

Profozich was judgedon the amount of sales increaseduring his term, his management philosophy proposaland letters of recommendation. Profozich also made animpressive presentation at the convention, Rougier said.

Profozich, now marketing services manager for Sys-tems Modeling Corp., a small State College-based compa-ny that makes computer simulation software, said that inhis presentation he stressed the importance of optimismand making a strong first impression on new staffmembers.

He credited much of his success to Heckard, "whomade sucha strong first impression on me" when he wasin her training class.

He said he could appreciate the irony of his success inthe business division, especially since he originallywanted to be a sports writer but accidentally walked intoa meeting of business trainees.

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The Daily Collegian Tuesday, April 14, 1987

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