RADIO O ....,.. T DU FAI the nine months ended Se 30 was 97.í.m titan or 93 Study finds some ads a combined common a Cep A chafe. compared 9.159,999 or 91.19 a year almost lost in space lier. Robert G. Rogers. pr Television stations may be pay for a first In the group or dent aeid lower sales s three a crowd pressed to change deer rate an isolated commercial." profit resulted from conlin Caesar fiascose, research curtailment of newsprint p it there structure for grouped cnm- costs I guess we all agree that commercials a study by manager at Baker, said. ductlon and rising a mercfals following , we would prefer to bave them In groups instead does not mean the end materials and labor. Baker Advertising Lut. This a Urne because this means fewer interruption{,. j The study. conducted with of grouped commercials, De. "Expended newsprint commercials said. United the trade thinks so; bunched station CFPL In London. Rescues paciand y in Dr. Cesare G. Hu Ont., this summer, showed a As a viewer, he preferred t C coupled w trend and, as researcher marked falloff in viewer re- them. However. It does mean lower import requirement. the other day In the peculiar language of call for the third commercial that agencies should payless the United States, forced c y a auceeaslul trend can find such a wide and is worried about just completed a s g

7 5 THIRD AVENUE N E YORK NEW YORK 1 0 0 1 7 Media/scope 0 vey stilt it qualified of Lagt in A.ea Code 212 TH 7-0100 fairly con- soled re- in a group s, the one le thefee- he viewer. rue? We r sit vey. a differ - February 16, 196b le condo - ,pen every world of One at a tim :. But. I think we car, assume tuscone's findings will form tht Baker Advertising Limited n -hustings on group-versusdi 20 Toronto Street gh agencies and the sponsors. Toronto 1, Canada that bunching weakens coton e a move back to the bad ell rruptàons. Dr. C. G. But it all depends a Attention: Ruscone, Research Director v. Let's return to Dr. Rosetta ne of the objections to groupie -is that the longer interrupt Dear Dr. Ruscone: more time for people to lea in, tug dog out, to get some We are happy to iousty, these objections coin i,;form you that the ,judges for the t and "pie. For us, the long it Media Research classification of the Annual Media game 41 efficiency (especially Awards have awarded Baker Advertising a Certificate wti+'thinks he has to corn of Merit for your study of the effect of clustering television commercials. .iret the room for various so Without risking a herd, ore. the commercial come It Is especially gratifying to me that one of the el'cíalt make this possible.l Annual Media Awards is given to a Canadian advertising re, are eminently in the vie* agency. It what benefits and pleases ti Congratulations .nefit and enrich the spotuc upon this achievement. (pact of plugs one, two and, miners; even some of Dr. Il Sincerely, ive. What the survey shot ly, "How do you 11 h+nehae a ;ot aft

CR/1/tOLK d be `clustered' ,lf sa Bahet.survey shows (Carroll J. Swan iagA commercials not as effective Editor, Media/scope) that I c tci.ision commercials DO de- Jt was decided day-after-re- Nine :rcase In effectiveness when "dos- call would be measured. and erect' to cut down interruptions, commercials were selected - co-oper- according to a survey carried out nine advertising agencies rotate the corn - y a Canadian advertising agency. ated in order to to requirements. A number stations have mercials according of commer- ttopted the clustering technique to After six weeks three viewer resentment cials were studied in detail, being eip eliminate third taint commercials. But how alternated in first, second and the groupings. >es clustering affect the ads? positions during audience Dr. Cesare G. Ruscone, research "As far as the summer Baker Advertising, situation is concerned, we con- rnager of first 'ronto, sought the answer in a tacted 2,652 people in the survey which. he says, is wave, 2,519 in the second, 2,482 'week the first of its kind ever made in in the third and 2,566 in nada. This week he gave his fourth," said Dr. Ruscone. dings to the Broadcast Research "The percentage of people not 7 toes, watching television between p.m. SKOKIE. pie- ILI. LOS ANGELfti It is rather unfortunate that the and 8 p.m. was 79.9% in the first uary In sion to group commercials has wave ... 80% in the second ar a York effect in the third . and 72.3%. I taken and put into 76.2% out any serious attempt being in the fourth. e to measure beforehand how "The rating of the program ould affect the efficiency of chosen-'Lost in Space-for four Canada Agencies Study Grouped TV Spot rtising," Dr. Ruscone told measured weeks was 5.9, 5.1, 6.1 and 5.6-surprising, isn't it." Plans as Survey Shows Declining Recall oubts started arising only Was this due to the fact that the TORONTO, Nov. 7-Canadian tel- of commercials dropped signifi- the new trend went into et.- episodes were re -runs, or that evision stations will likely be cantly over the three-month peri- fewer people watched television in pressed to consider changes in od. For every 100 viewers who in the said he carried out his sur- the summertime? their rate structure for grouped could recall a commercial commercials following publication first survey, only 41.8 could recall íth CFPL-TV, London, Ont., do not have the answer, but "I of a study by Baker Advertising the commercial in the final sur- :n June and August because I certainly hope that somebody will ition had not yet started the Ltd. vey. continue from here and survey the A number of Canadian agencies Mr. Ruscone said he was unable ng technique, which allowed summer audience, its habits and are already re-examining any for the taken. booking to give explanation first reading to be preferences," said Dr. Ruscone. plans following the study, which drop, but he did reject the idea of t to co- had been willing The average unaided recall for shows a marked decline in viewer wear -out of the commercials. "It and switch to the tech - the nine commercials when shown recall for the third commercial seems to have been proven a long or a period long enough to In a group. time ago that advertising has a measurements to be taken. (See Survey, p. 38) Baker carried out a three- cumulative effect," he said. month study this summer with The study was conducted in CFPL (tv), London, Ont. Four four phases. The first involved a surveys were made of "Lost in survey of the recall of the com- from: Space" viewers in the 7-8 p.m. mercials in isolated positions. The Quotes time slot. others compared recall when the Marketing, October 27, 1967 The Baker study showed that commercials were grouped. The Globe and Mail, October 28 & 30, 1967 for every 100 viewers who re- The study was financed by Advertising Age, November 13, 1967 called, unaided, an isolated com- Baker, with cooperation from mercial, 69 recalled the first com- CFPL-TV and nine advertising ...nrntnl R7 II ro- agencies using nine commercials bizihscudccister STATE THE CASE Volume 27 Number 11 June, 1968 FOR ADVERTISING

AND YOU STATE THE CASE

FOR SELECTIVE TV STATE THE CASE INDEX FOR PRODUCT FEATURES STRATEGY TvB is now selling television 22 AND YOU STATE THE CASE Is yesterday really dead? .... 26 FOR SELECTIVE T\ Ontario Opposition Leader charges American monopoly 28 STATE THE CASE relations and the advertising agency 30 Public FOR A BALANCED Jerry Goodis looks at plagiarism 32 BUDGET Broadband exchange - a prime news carrier 38 AND YOU STATE THE CASE

FOR SELECTIVE TV

DEPARTMENTS STATE YOU WANT LETTERS 6 PERSONAL PROOF FINANCE 8 NEWSCAST 10 AND YOU STATE THE CASE PEOPLE 20 FOR ALL -CANADA'S PRESENTATION OVER THE DESK 42 CLASSIFIED ADVERTISING 45 EDITORIAL 46 "SELECTIVE

Editor & Publisher Published monthly by TELEVISION" Richard G. Lewis R.G. LEWIS & CO. LTD. 17 Queen St. E., Room 128 Assistant Publisher Toronto 1, Ont. Ian M. Grant Telephone (416) 363-6111 GIVE US A CALL Advertising Manager J. Douglas Blue Lithographed by Northern Miner Press Ltd. Traffic & Circulation Manager Joan Embury Circulation audited by Secretarial 50C per copy Lyse Paradis All -Canada Radio & Television Limited Mary Lea Zimmer Directory Issues $2.00 $ 7.00 per year TORONTO NEW YORK Liiitoiiìl $14.00 for three years MONTREAL CHICAGO Gordon H. Beerworth WINNIPEG ATLANTA CALGARY Art & Production Authorized as second class DALLAS Paul V. Morris mail by the Post Office Department, VANCOUVER HOLLYWOOD Jean Zoinierowicz Ottawa and for payment of SAN FRANCISCO John Weber postage in cash.

CB/JUNE 1968 3 cover story

A new French voice for Ottawa

NEWEST NEWSMAKER in Canadian radio, and the first new with CHLT-TV Sherbrooke, hosting the 9:30 -noon slot; French voice in Ottawa -Hull since 1933, CJRC, programming Robert Arcand, after five years with CJMS Montreal, will as Radio Capitale, serving the nation's capital area, was host the early afternoon show, and return for the 9 -midnight officially launched on the air June 3. slot; Gaetan Santerre, with five years experience in Mont- Fourth station in the chain owned and operated by real, and billed as "the young swinger of CJRC", will host Raymond Crépault, the well-known Montreal broadcaster the 4-6, and 6:30-9:00 slots, with Yolanda Lisi, a top radio who now owns CJMS Montreal, CJRS Sherbrooke, and has personality in Quebec, taking over the all-nightshow from just been granted CRTC approval for the purchase of CKTR midnight to six a.m. Trois-Rivières, the new Ottawa -Hull French station serves CJRC will dedicate itself to community involvement, Canada's fourth largest market which is also the third in its editorial and public service coverage of the daily largest French-speaking market. affairs in the Ottawa -Hull area. With a combined Metro Ottawa -Hull population of For its opening, CJRC has billed "a three-month spec- 572,850 plus an area population of 228,000, for a total of tacular" with 31 international celebrities from North 800,850, CJRC serves the 53 per cent French-speaking America and Europe "on -mike" with specially -taped salutes segment, or, an impressive total of 424,000 persons...the to the new station. "forgotten 53 per cent", the station says, in its lavish Jacques Filteau, who comes to CJRC from Quebec City, brochure on the market. where he was executive assistant to the general adminis- Represented by Stephens & Towndrow, who handle all trator of CFCM-TV, has been named general manager. Filteau the Crépault stations, CJRC will now serve this "forgotten is also vice-president and director of PR for the ACRTF. 53 per cent" of the capital area population in competition Donat Bazinet, the sales manager for CJRC, has had an with CKCH Hull, the CBC's CBOF and the French daily outstanding record in sales with Shulton of Canada, where newspaper, Le Droit, published in Ottawa. he became Eastern Canadian franchise manager and later CJRC will program a "pop -pourri" of music, especially sales manager for all divisions, being named Canadian Man selected for its French-speaking listeners. It will back this of the Year and winning the President's Cup in 1966. up with a news operation for which a fleet of well -marked Paul-Emi le Beaulne, who formerly handled PR and mobile units (like the one shown on the cover) will provide commercial publicity at Radio -Canada in Montreal, then fast and complete coverage of all activities in the capital joined CJMS as assistant program director, and won three area. first prizes at last year's Radio Commercials Festival, is On -air personalities for CJRC include an eight -year the director of programs for CJRC. veteran of TV and radio from Quebec City, Laval Provencher, At 1150 kcs. on the dial, CJRC operates 24 hours a as morning man; Claude Lafrance, who spent five years day, 10,000 watts daytime and 5,000 watts at night.

4 CB/JUNE 1968 JACK DENNETT BETTY KENNEDY

RBsecret theCF BOB HESKETH

WALLY CROUTER

BILL McVEAN

GORDON SINCLAIR BILL DEEGAN

Throughout 41 years, Radio Station CFRB, Toronto, listening to CFRB day -in and day -out, than to any has developed an attitude about people; whether broad- other radio station in Canada. casters or listeners, people respond best when regarded Let CFRB do a sound selling job for you in Canada's as individuals. largest retail market, whether alone or as a vital part of This has proven highly successful on both sides of your Toronto marketing mix. the microphone. CFRB broadcasters have become FOR AVAILABILITIES, call Standard Broadcast Sales in Toronto among the best known individuals in the country. and Montreal; Western Broadcast Sales in Winnipeg and Van- Throughout Toronto and nearby, there are more people couver; and Canadian Standard Broadcast Sales Inc., New York.

ONTARIO'S FAMILY STATION letters

"Many Canadian copywriters imitate New York copywriters, many Canadian art directors imitate New York art directors. They look like New York agency men, they act like them, they even talk like them."

Dear Sir:

This quotation is from an article by producer who are not preoccupied ligently and with grace, and with the is Jerry Goodis, printed in the May with the need to imitate (and there is consideration for what client 23rd, 1968 edition of the Canadian no reason why not, there are many), if trying to sell. that a Broadcaster. Mr. Goodis will allow the performer There is every surety large percentage of the men and Mr. Goodis might have used the the privilege of creating a performance who perform in word "mimic" rather than "imitate." instead of instructing him to imitate, women in Canada are in the theatre or have The following is the recreation of and if all their personnel have been commercials a background. And, because a dialogue recently enacted in a well chosen, we will guarantee the theatrical they know how Toronto agency office: best damn commercial ever seen, they are professionals, a to achieve the most Agency Man: Read the script for anywhere. to deliver line impact, they know how to me, will ya? It is a fact that in ninety cases powerful their audiences. They would Performer: ... (starts to read) out of a hundred, when a producer treat down to their audiences, Agency Man: No! No! That's no comes to audition performers for a never talk a nor would they ever contemplate, as good. Look, what I want is Mason commercial he already has fixed men do, that the per- Adams. Do Mason Adams for me, image of what he wants to see and most agency must descend to some mythical will ya? hear and it is usually something or former nadir, or cheap huckstering The Agency, by the way, could someone he has seen or heard on level or to put a message well have been Goodis, Goldberg and American Television or Radio. There level of banality Soren, or any other agency in Montreal is a surety that every Canadian across. There is every surety one of the or Toronto. performer has been told at some time reasons Canadian actors and per- Surely with the pressure for that he is too stiff, or too formal, or formers are welcomed with open copying, mimicking or imitating too something that doesn't fit because checkbooks in London, New York and stemming from the agencies as (and he is told to his face) "sorry you Los Angeles is because of their solid by Mr. Goodis, the per- are not American enough." described training, their working background, former is in a difficult position to There is every surety that it has their command and enunciation of the resist. Who is it, after all, who is happened continually (and examples English language, their lack of fulsome, to hire and pay the performer? and personalities in the business will going meaningless gesture. The fact that It must be admitted that Mr. attest to it) that a performer will be they know where their noses are, their is extremely perceptive in invited to a cattle call, and be Goodis capability, discipline, willingness to his discovery that the actor in Canada treated as just that, because he is work, ability to take direction, under- who uses the French language as a Canadian and of little importance in the script, in point of fact of expression has developed the advertiser's scheme of things. standing of medium their civility, politesse, talent, a style of his own. He seems however He will be asked to read a script knowledge, courtesy, discipline, re- to forget that a copywriter in French and act a role and be told insultingly liability, and general excellence. has to create his own copy and in by a vacuous, fatuous, overblown The fact, baby, that they are profes- many case has too much pride to representative of an advertising sionals. imitate. Surely Mr. (Bruno) Gerussi agency that "my, oh my, your English But, anger aside, quite obviously will be very interested to learn that is very good, you pronounce and Mr. Goodis is beginning to feel the he has been overexposed on TV enunciate so well that you will never weight of his responsibilities towards commercials. Perhaps Mr. Goodis can work for us because you will never Canada and its people, hence his he was used, reach the lowest common denominator. remember the last time of previous That is what we are aiming for, that elaborate rationalization I can't. practices. Would that all advertisers Let it be understood that we is who we have to reach, the slob and agencies would feel the same, for agree with Mr. Good is when he says that buys the crap, and he won't we must come to it. We must make that Canadian commercials should be believe you because you'll sound too Canadian Television Canadian, and more Canadian. In fact we would go mucky -muck for him. You'll talk over commercials are just as much a part so far as to say that all commercials his head." of television as programs. Canadian television should And all because, you as a per- shown on Sincerely, be Canadian. former with a background of training, Perhaps what is needed is a and hard work, and sweat, and a lot of Victor Knight, challenge to Mr. Goodis. If he can find hunger getting where you are, you've National President, a copywriter, an art director and a tried to treat the whole thing intel- ACTRA.

6 CB/JUNE 1968 d

Look for your favorites in the extraordinary feature film library of television entertainment from Warner Bros. -Seven Arts:

An outstanding television library of quality family entertainment. 1930 feature films (526 in color) from Warner Bros., 20th Century -Fox, Universal, and other major studios including the largest selection of color programming made available for television. 461 titles available in French (288 in color).

FROM WARNER BROS. 21 CHARLIE CHAN FEATURES: Direct from THE MUSEUM Vols. 1, 2, 3: 114 Features (61 color) OF MODERN ART Film Festival (March 4-17, 1968). Vol. 5:45 Features (15 color) 766 ADDITIONAL WARNER BROS.-SEVEN ARTS FEATURES: Warner Bros. "One": 25 Features (25 color) 13 selected groups 58 outstanding productions in each, plus top Warner - Bros. "Two": 14 Features (10 color) quality group of 12 prime attractions. (23 color) Warner Bros. "Three": 23 Features (12 color) Warner Bros. "Four": 30 Features (18 color) 16 JOHN WAYNE FEATURES THE FAST 23: Canadian content action features. FROM 20TH CENTURY -FOX 26 SPECTACULARS: Late release action productions. (25 color) Vol. 4: 40 Features (21 color) Vol. 7: 45 Features (19 color) 68 ASSOCIATED BRITISH-PATHE PRODUCTIONS: Canadian Content numbers assigned. (8 color) Vol. 8: 39 Features (20 color) Vol. 10: 33 Features (29 color) 48 BOWERY BOYS FEATURES: Popular family fun one -hour programs. Vol. 11:44 Features (26 color) 118 ROBT. LIPPERT PRODUCTIONS: Variety of family -type features Vol. 12: 55 Features (28 color) -Action-Western-Adventure-Drama-Suspense. Starlite I: 38 Features (23 color) Some have Canadian content numbers. (11 color) Starlite II: 49 Features (37 color) 9 FOUR STAR SPECIALS: (6 color) FROM UNIVERSAL 18 SPECIAL FEATURES: A variety of quality features. Vol. 9: 215 Features (109 color) 8 PENDENNIS PICTURES: British top attractions-Canadian content.

Write, wire or phone: Chas. S. Chaplin/W. K. (Bill) Moyer 11 Adelaide St. W., Toronto 1, Ontario EM 4-7193 finance

(see above) and Saturna Properties GROWING INTEREST in the investment Eugene FitzGibbons, Vice -Presi- of Western Broad- aspect of the nine Canadian compa- dent, Communications Management, of Ltd., a subsidiary Ltd. (See Western Broad- nies engaged in the broadcasting Famous Players, reports that nearly casting Co. business, whose stocks are traded on all the associated companies favor the casting Co. Ltd. below). report also advised stock the Stock Exchange, has inspired this deal, and would like to participate The of department which is to appear each when the new public company is holders of approval by the Minister and by the month in The Canadian Broadcaster. launched. Transport during March When the CRTC gives its approval Board of Broadcast Governors of the are attended to, acquisition by Selkirk Holdings Ltd. CHUM LIMITED issued a news release and other formalities Ltd. will be of the outstanding shares of Leth- dated May 23 in which CHUM Limited Famous Communications participation bridge Television Ltd., CJLH-TV. The President Allan Waters announced in business and stock presumably with purchase price was settled by the officially that his company has pur- offered to the public, on the Toronto Stock issue of 21,000 C lass "A" shares. chased from Geoffrey Stirling his eventual listing The initial issue will be a the Class "B" one-third interest in Ralph Snelgrove Exchange. Distribution of Voting and non -voting of B.C. Television is: Ltd., owners and operators of CKVR- limited one. voting shares be available. 51 per cent; TV, Channel 3, Barrie. shares will probably Selkirk Holdings Ltd. present This gives CHUM Ltd. control of The question whether Famous Players Canadian Corporation holders will be Saturna Properties the. Barrie company. Ralph Snelgrove, Famous Players stock Ltd. 20.32 per cent; in the new its founder, and one-third shareholder, given rights to buy stock Ltd. 28.68 per cent. their FP stock a gross continues as president and general company or exchange Last year Selkirk showed shares a 1966 gross of manager. Snelgrove is also a director for Famous Communications of $5,308,446 against discussed. of CHUM Ltd. has apparently been $4,063,527 and a net profit of S454,597 This transfer of interest is subject Back of this move is a regulation against $424,142. may not to the approval of the Canadian Radio - under which non -Canadians in Television Commission. hold more than a 25 per cent equity Being a (Two months ago, it was an- any broadcasting station. Paramount, STANDARD RADIO LTD., owners of nounced that the CKVR property had subsidiary of the U. S. an entirely Stations CFRB and CKFM Toronto and been purchased by Western Broad- Famous Communications, from CJAD and CJFM Montreal, will be casters Ltd., Vancouver, B.C. The deal Canadian company, divorced its renamed Standard Broadcasting Corpo- was later abandoned because Western Famous Players, will increase Canadian broad- ration Ltd. at a special shareholders' had acquired a larger interest than it participation in the meeting June 26. At this same meet- in CHAN/CHEK Vancouver/ casting industry. had ing, the shareholders will be asked Victoria, according to reports.) to approve a stock split of five for A group headed by Ralph Snel- SELKIRK HOLDINGS LTD., with radio one. Subject to their approval and grove founded CKVR TV in 1955. and television interests in Ontario, after complying with certain formali- Immediate reaction to the an- British Columbia and Alberta and ties with the federal government, four nouncement was a fractional increase operating, as a wholly -owned subsid- additional shares for each share now in the price of CHUM Ltd. stock from iary, the national sales representation held will be mailed to stockholders, 18 to 181/2. firm of All -Canada Radio & Television tentatively on July 10. Ltd., had a profit increase over 1966. Writing in The Financial Post a THE PROPOSED SALE of the interests However Stuart MacKay, Selkirk's under the pseudonym of Nestor, says: of Famous Players Canadian Corpora- president, reports that "earnings have prominent financial advisor tion Ltd. in radio and television been affected as a result of national "Earnings of Standard Radio Ltd. are properties to Famous Communications sales, which continue to run below expected to score another substantial for the Ltd., a new Canadian public company projected estimates first gain in the current fiscal year ending to be incorporated, awaits the approval quarter of 1968." He indicated that March 31, 1969. Some analysts," he of the Canadian Radio -Television reduced expenditure by advertisers says, "expect earnings to rise to Commission. affected first quarter profit, and $1.85 per share, up from the $1.60 Properties involved are CFCM-TV results for the current year were level estimated for the year just and CKMI-TV Quebec City and CKCO- unpredictable. This coincides with the ended." ($1.36 was earned in the TV, CKKW-AM and CFCA-FM, Kitchener, statements of a number of communi- previous year). view is, Ont., in which Famous Players has a cations companies. Basis for the optimistic re- an of 20 per cent in 48 per cent interest in Kitchener and MacKay reports optimistically we feel, increase and time advertising 50 per cent in Quebec City. There is garding "the long-term picture", the station's prime of the proposed also a deal pending with CHAN/CHEK says: "In this regard, your company rate. The significance Vancouver/Victoria involving acqui- has entered into an agreement subject name change from Standard Radio to sition by Famous Players of a small to the approval of the newly -formed Standard Broadcasting lies in the additional interest. Canadian Radio -Television Commission company's efforts to obtain a license The transfer would also include to purchase a major interest in British for a third Toronto TV station, and approximately half interests held by Columbia Television Broadcasting Sys- that the word "Broadcasting" rather Famous in 21 cable companies across tem Ltd. in conjunction with Famous than "Radio", encompasses both the country. Players Canadian Corporation Ltd. electronic media.

8 CB/JUNE 1968 Orbits Super Spots Prime time equivalents Realistic 30 -second rate Audience delivery plans Per second rates Summer stock

TVMating We never stop starting things.

The People Who Market CHCH-TV Toronto -Hamilton and CHLT-TV Sherbrooke.

V82490 newscast

which marks that country's entry into Central Canada region Look Mom! No wires! the global satellite communications BN-RTNDA to meet network, providing high quality, FCC authorizes in Montreal in '69 multi -circuit telecommunications and U.S. cableless cable television exchange with European Montreal was chosen as the place of A new type of cable TV utilizing countries, Australia and Asia. meeting for the 16th annual Broadcast extremely high frequency radio India's $4 million project will be News-RTNDA Central Canada regional communications rather than the financed under the Canadian External seminar, in 1969, by news directors of conventional cable is being experi- Aid Program. The station, to be located Ontario and English -language Quebec mented with in New York City and two in Poona, 120 miles east of Bombay, stations who met last month in rural areas. is expected to be completed in 1969, Kitchener, Ont. The experiment was given the and will be similar to Canada's second Some 80 news directors and green light by the FCC after earth station being built by RCA editors attended the two-day session, applications made by TelePrompTer Victor at Mill Village, N.S. which devoted one day to business Corporation of New York to renew an The project will be managed by concerning stations which subscribe experimental station and establish a RCA's Space Systems facility in to Broadcast News Ltd., and the other new one. Montreal, headed by G.B. MacKimmie, to affairs involving the news directors' The cableless cable system with a technical staff of over 200. association. proposed by TelePrompTer will use Formed in 1965, this facility represents ultra short wave frequencies in the 18 Canada's leading enterprise in the million megacycle band, or 18 supply of both satellites and earth stations. gigahertz, to transmit a variety of TV and FM programs to apartment house RCA also completed the $1 million and master antennas within the Two new RCA contracts sale of special space electronic other area. equipment to Hughes Communications coverage for space systems Conventional cable systems use International, El Segundo, Calif., a total $5 million subsidiary of Hughes Aircraft Co. This wires or cables or transmit programs to the homes of In Contracts totalling $5 million for equipment is for application to Brazil's their subscribers. special space electronic equipment first earth station, for operation with this case, the only wires would be those from the master antenna to the have been signed within the past few the global satellite system. To be subscriber's set. weeks by RCA Victor Co. Ltd., operated by Embratel, the station is The FCC made a condition that Montreal, for earth stations in India due for completion in early 1969. TelePrompTer must afford other and Brazil, designed to participate in These two major sales bring to ten CAN franchise holders in New York City an the global satellite system. the number of countries to which RCA opportunity to participate in the RCA will furnish technical services has sold complete stations or major experiment, they wish. for India's first commercial earth station subsystems, including if TelePrompTer, in a separate communications satellite earth station, those in Panama and Argentina. petition, had asked the Commission to ANNOUNCEMENT allocate frequencies in the extremely high frequency band. This was denied. Mr. Tom Reynolds, President, is pleased to announce the appointment of Mr. John C. Hierlihy as Vice President Sales for both Multi -creative Productions Limited and the Miss Canada Pageant. U.S. stations hard hit Mr. Hierlihy has extensive knowledge of in FCC crackdown broadcasting and distribution throughout on violations Canada and the world, having been with NBC International in the United States and for Fines totalling $8,000 were levied by the past five years with Four Star Enter- the FCC on three U.S. radio stations tainment Corporation, most recently as Vice for stated violations in their President of Foreign Sales. operations, and three others were Multicreative Productions produce and warned they faced a docking totalling distribute television programs and radio another $1,700. sales packages in Canada, United States The FCC pulls no punches. WAKO and Australia. The Miss Canada Pageant is Lawrenceville, Ill, was hit the the highest rated annual program "Special" hardest, being slapped down for $5,000 on Canadian television. Miss Canada herself for operating without a first-class is used extensively by industry and govern- ment for publicity and promotional purposes engineer, falsifying logs, and a throughout the year of her reign. variety of other lapses. The commission didn't cut back the amount as the Mr. Hierlihy attended Trinity College School but in Port Hope, Ontario, and obtained his station didn't deny the violations Bachelor of Science Degree at the University simply blamed the chief engineer. JOHN C. HIERLIHY, B. Sc. of Florida. This appointment is effective For operating with too much power June 17. at the wrong times, KEEP Twin Falls, Idaho, got tagged for $2,000. WTCW AM -FM Whitesburg, Ky., was nicked

10 CB/JUNE 1968 for S1,000, for a number of technical be offered starting next September by violations. Laval University, Quebec City. Interestingly, in the case of WTCW, The course will embrace the the FCC said that "the fact that a history of communications, sources of station has performed an outstanding_ news, editing, public opinion probes public service to the community does and news gathering. not relieve it of responsibility for Laval's decision to establish the OKAY. . . complying with applicable statutes new course was said to be based on and rules. All stations are expected the need to maintain the supply of to provide public service for their professional journalists versed in the LET'S TALK NUMBERS! communities, and the commission may communications media. grant no application for a license unless it finds that the public interest, IS convenience and necessity will be ST. CATHARINES served thereby." ONTARIO'S 7th MARKET. Warned of possible fines, all for 35 new Canadian TV sales 338,000 PEOPLE LIVE IN technical violations, were r alleged of feature films and series OUR TRADING AREA; KROD El Paso, and KOKE Austin, URBAN Texas; and KAYL Storm Lake, Iowa. reported by WB/7A 115,100 IN THE Warner Bros. -Seven Arts, Toronto, AREA. 1 reports 16 new Canadian sales of its THOSE LIVING RIGHT IN feature films for television, including THE CITY EARNED NEARLY Volumes 5, 7, 9, 10 and 11, Starlite 1 -a Dial -film ETV and 2, 99 Film Favorites and Special $230,000,000 LAST YEAR. planned for Ottawa Features, and 19 new sales of the THEY SPEI\IT OVER Educational Telecommunications is WB/7A TV series including The $140,000,000 IN RETAIL the name proposed for a new system Lawman, 77 Sunset Strip, The The Avengers and PURCHASES. of on -demand ETV planned as a two- Professionals, F Troop. year, S1 million experiment in Ottawa, announced by Charles S. to be launched next year. The sales, and Canadian The proposal, made by the research Chaplin, vice-president and development laboratories of Bell general manager, included feature Canada's subsidiary, Northern Electric films to CHCT-TV Calgary; CHCH-TV Co. Ltd., and the Ottawa public Hami lton-Toronto; KCND-TV Winni peg - school board, will involve provision Pembina; CKBI-TV Prince Albert, Sask.; NOW... for each classroom to have access to CFCM-TV Quebec City; CKCK-TV more than 2,000 films, videotapes and Regina; CJON-TV St. John's, Nfld., REACH! kinescopes by dialing an electronic and CJCB-TV Sydney, N.S. LET'S TALK library in Bell Canada's Britannia Series were purchased by CHEX-TV office. Connections will be by coaxial Peterborough, Ont.; CJIC-TV Sault Ste. Vancouver - cable. Marie, Ont.; CHAN-CHEK-TV SINCE CHSC AM & FM Victoria, and CJAY-TV Winnipeg. If successful, the experiment could STEREO TALKS TO MORE set a pattern for ETV development in PEOPLE LONGER EACH WEEK several provinces. During the trial THAN ANY OTHER RADIO period, teachers in four Ottawa STATION SERVING THE AREA, schools (two elementary, one inter- WAB engineers elect IT FIGURES THAT YOU mediate and one secondary) will be 6 -man conference committee INCLUDE CHSC able to consult a program catalogue SHOULD and dial the code number for the The engineering section of the Western IN YOUR REACH PLANS FOR program desired. Within minutes it will Association of Broadcasters doubled THIS VITAL MARKET appear on the classroom TV screen. the number of conference officials for The ETS project is a joint venture 1969 and selected Vancouver as the of the Ottawa public school board, the site of next year's gathering. This AUDIENCE Ottawa Collegiate Institute Board, the decision was made at the 18th annual IN TOTAL Ontario Institute for Studies in Engineers' Conference held last month BBM, MARCH 68 REPORTS Education, and Bell Canada. at the Palliser Hotel, in Calgary. CHSC LEADING IN 31 Assistance in stocking the film Earle Connor, CFAC Calgary, was OUT OF 36 TIME PERIODS library will come from Encyclopedia named general chairman, a new post, 7 A.M. TO 7 P.M. Britannica, the CBC, the Ontario with Jack Quinn, CFCN-TV Calgary as Department of Education, and the conference chairman, succeeding Jim National Film Board. Videotapes made de Roaldes, CFGP Grande Prairie, who by the Ottawa public school board and chaired the '68 sessions. collegiate institute board in their own Quinn, who was secretary -treasurer, joint studio also will be used. and arranged for the presentation of C_=Ñ10 papers and special ;,[5 some 16 technical MEVPtSC PEVMíSLIES Pf,tSE,. speakers at this year's conference, will be succeeded by Mery Pickford, PAUL MULVIHILL Laval offers degree course CHAB-CHRE Moose Jaw, as general CKXL secretary, with Bill Martin, & COMPANY LIMITED in news communications Calgary, named finance chairman. A three-year course, leading to a Herb Bateman, CHAN Vancouver, TORONTO MONTREAL degree, in news communications will was named manufacturers' liaison

CB/JUNE 1968 11 newscast

officer, with Peter Macintosh, CKLG commission on agency -handled and service which will complement and Vancouver, elected to a new post, in financed accounts? 131 Pitfalls of enrich services already available." charge of registration and agency operation. 14) Are advertising The turned -down applications came accommodation. awards really worthwhile? Digests of from CFCN AM -TV Calgary, CHAR WAB president Blair Nelson these, and other topics, will be Calgary, CKBB Barrie, Ont., and Radio addressed the opening session, and reported in our July issue. FM Saguenay - Lac St. Jean Ltée. who suggested the engineers study the As an innovation, this year, the sought an FM outlet at Alma, Quebec. possibility of arranging their TCAAN has invited representatives The CRTC decision said "the conference to have a one -day overlap from major Canadian media to attend a applicants did not undertake to with the WAB management convention. buffet supper and participate in an provide significant new or different Despite three specially -called open discussion with owners of the programming opportunities to the executive meetings outside of the twelve member agencies. communities concerned." regular sessions, it was decided not The Trans -Canada Advertising In the case of the Alma proposal, to act on the proposal at this time. Agency Network was founded in 1963, the Commission said it was not Jim de Roaldes received the Alex L. with Whitehead, Titherington & Bowyer satisfied commercial revenues would Clark Memorial Plaque, presented to Ltd., Toronto, as one of the founding have been enough to sustain the each retiring conference chairman. members. The group has gained station, nor that the area could It was agreed that the Engineering increasing influence as a collective support another radio station. Section of the WAB would send a force representing smaller and medium - representative to the CCBA meeting, size agencies in the Canadian market. October 20-23, in Montreal. Attending, in addition to John 162 engineers attended, and there Titherington of W.T.B. Ltd., will be were 41 manufacturers represented. John Anderson of John C. Anderson & Associates, London, England; Bill Citizens of Candiac Galbraith of Galbraith, Hoffman & get cable TV service Rogers New York City; George Inc., charged on tax bill Trans -Canada ad agency Skelton, Skelton Advertising Services network to convene Ltd., Calgary; Harley Tarvin, Harley A. Community -wide CATV service, in Toronto June 21-23 Tarvin & Associates, St. John's, Nfld.; charged on each individual's tax Bruce Wood, Wood -Anderson & Co., bill as part of his overall Member agencies in the Trans -Canada Winnipeg; Phil Backman, Backman assessment, may make Candiac, Advertising Agency Network, from ten Advertising Ltd., Halifax; John Que., near Montreal, what is convene in Canadian markets, will Doherty, John Doherty & Co. Ltd., believed to be the first community Toronto June 21 -23, at the Ascot Inn, Ottawa; Maurice Leroux, Dubuisson in Canada with a master cable Rexdale Blvd., for their 6th annual Publicité et Conseil Inc., Quebec City; television hook-up. The service conference. Also attending will be two Manny Dunsky, Dunsky Advertising is expected to start October 1. new members, one from New York City Ltd., Montreal; Stan Lorriman, Lorriman The mayor of Candiac, Jean Leman, and the other from London, England. Advertising Agency, Kitchener, Ont.; once envisaged a modern suburban Some highly pertinent and much - and Gordon Rowntree, Gordon Rowntree town unspoiled by the ugly sight of debated topics will be discussed by & Co. Ltd., Vancouver. clusters of rooftop TV antennas. So the twelve -member group, with when the municipally billed cable highlights from the agenda including service goes into operation, about 80 11) Is the 15% agency commission per cent of Candiac's population of outmoded? Should it be 22%? Or FM over 4,000 will be linked up with the straight service fees? 121 Is retail study master antenna at a total cost of $24 advertising a dirty word? Why no ordered by CRTC a year, or less than fifty cents a week. FM broadcasting will be probed by the Leman said the plan is strictly CRTC in a move to ensure its orderly voluntary, and anyone not wishing to FM 101 AM 1540 development, the Commission have cable television will be free to - announced when turning down four turn down the service at no extra cost. bids for new FM stations in decisions About 800 initial hook-ups are stemming from the first public hearings planned for the start of the project, of the new regulatory body April 23-25. but the mayor said the cost is In ordering the FM study, the expected to be reduced to about $18 Commission said that "during the annually when the total number of Do you know there are more period of the survey, applicants for hook-ups reaches 1,500. Italians in Toronto than in new FM stations, or for amendments to Under the plan, existing residences existing licenses, will be examined are being provided with leading the city of Florence. cables for their contribution to the program into the homes. But, homes being built developments sought by the in the future will automatically have also 130,000 Germans. There are Commission. provision for the cable hook-up, just new Canadians. Plus 200,000 other "FM channels are public assets and as telephone companies now provide the Commission is determined that lines to all parts of a town or city they be developed in such a way as without additional cost to the to contribute to a more varied program subscriber.

12 CB/JUNE 1968 Kelowna; CKOK/CK00 Penticton/ Quebec City's only facilities is about to expire, and relocation has been estimated to cost Osoyoos; CKEK Cranbrook; CKCQ/CKWL English -language radio between $75,000 and $100,000. Quesnel/Williams Lake; CKPG Prince Smithers/Burns station folds August 1 Members of the staff are extremely George; CFBV/CFLD loyal, The Broadcaster learned, but Lake; CFTK/CKTK Terrace/Kitimat; Ceasing operation after almost 20 _ feelers and CHTK Prince Rupert; CKNL/CFNL Fort years service to the steadily -dwindling many are sending out for possible St. John/Fort Nelson; CKXR/CKCR English -language minority group in beginning to negotiate jobs are out Salmon Arm/Revelstoke; CJDC Dawson Quebec City and area, CFOM Quebec, openings in case their folds. Creek; CJAT Trail, and CFAX Victoria. the English radio station in the the window if the station only Saskatchewan stations linked with Ancient Capital, will end its the network are CHAB Moose Jaw, broadcasting era on August 1. CKOM Saskatoon, CJNB North Battle - The startling announcement came Moffat Broadcasting Ltd. ford; CKBI Prince Albert, CJGX Yorkton, from the station's general manager, and CFYL/CFSL Weyburn/Estevan. Mrs. Mary Bush, who said the decision forms radio net to carry In Alberta, the network stations will resulted "due to circumstances beyond Western Conference Football be CJOC Lethbridge, CHAT Medicine our control." A permanent radio network will be set Hat and CFGP Grande Prairie. had been advised in All employees up by Moffat Broadcasting Ltd., under advance of the station's management authority granted by the CRTC, to further decision to discontinue broadcast all Western Conference Canadian TV premiere operation. professional football games. of Surprises" GFOM, a 250 watt operation, has "7 The network will originate live in recent set for CBC-TV network employed about 12 persons broadcasts of all games played by the It is owned by Goodwi l l years. British Columbia Lions, Calgary Scheduled for colorcast on the CBC-TV of Quebec Inc., of which Broadcasters Stampeders, Edmonton Eskimos. network Wednesday 4ugust 7, at 9:30 is president. Henri Lepage Saskatchewan Roughriders and p.m., the internationally -acclaimed the in 1949, as CJNT, First on air Winnipeg Blue Bombers. motion picture, 7 Surprises, will have was by Narcisse when it owned Network administration will be its Canadian television premiere. The the letters were later Thivierge, call handled by Moffat's Calgary office, showing was announced jointly by for Quebec changed to CJQC, City. with key stations handling broadcast Bruce Raymond, director of TV Four years ago the station became originations including CHQM programming, CBC, and Charles S. known as CFOM. It has been a CBC Vancouver, CKXL Calgary, CJCA Chaplin, vice-president and Canadian in the English -language affiliate Edmonton, CJME Regina and CKY general manager, Warner Bros. -Seven Quebec City area. Winnipeg. Arts Ltd. A number of other radio stations in Produced by Harvey Chertok, now Western Canada will carry selected vice-president, advertising and including 24 in B.C., three promotion, WB/7A Inc., in association Public support broadcasts, rallies in Alberta, seven in Saskatchewan and with the National Film Board, 7 behind ailing station one in Northern Ontario, CJRL Kenora, Surprises is composed mainly of seven to keep it on the air near the Manitoba border. NFB productions, suitably bridged and B.C. stations on the network include shows some of the aspects of man and CFOM Quebec City, which faces CJAV Port Alberni; CFCP/CFWB his world, through both straight cessation of broadcasting activity on Courtenay/Campbell River; CHWK documentary techniques and animated August 1, "unless a miracle occurs" Chilliwack; CFJC Kamloops; CKOV sequences. said station manager Mary Bush, has drawn "almost unbelievable" public reaction to aired pleas for support. The city's only English -language radio station, established in 1949, has been through three different BBM adopts weight -reducing plan administrations in an effort to keep its head above water, but its financial BBM's Fall 1968 silhouette will be simpler, slimmer, plight has grown worse year by year, trimmer. Weight lifting courses for reps will no longer be having consistently lost money. necessary. No more sore thumbs from leafing back and faced with closing, the Now, forth between Area and Station pages. station told its story to the listeners Because: - and asked for support in making a bid for government aid to keep it on the Central Area Ratings and Station Total data will be on page. Ratings for Men, Women, Teens and Children air. The reaction came fast. one wherever sample size permits. Separate report books moral and Besides offers of for each TV Market (Television only). financial support, from both French and residents of the English-speaking Other New Features: - provincial capital, there were offers Age Breaks for Men, Women, Lady of House of $1,000 for an engineering study, Lady of House with Children and another man said he would donate Time Block Averages for Men, Women, Teens and Children land for a future station site. Radio Reach data Donations began to pour in, and Mrs. Bush said a Quebec City bank is For further details contact 88M Client Service Manager administering a trust fund to handle David Adams these contributions. BBM BUREAU OF MEASUREMENT 120 Eglinton Ave. East. Toronto 12 However, a major factor in the 416-485-9464 station's plight is that a non- renewable lease on the present

CB/JUNE 1968 13 newscast

Honored by a special invitational handling many industrial and regular newscasts, were won by CKXR showing at Expo '67, last August, the sponsored film assignments. Salmon Arm, for a report of a Rogers 77 -minute color film has won over 25 Audio Productions Inc. was Pass bus accident, and by CHAN -TV international Film Festival awards in established in 1933, and has facilities Vancouver for a documentary on the Venice, London, Berlin, Acapulco, in New York, Washington and Los plight of Indian girls in that B.C. city. Edinburgh, Brussels, Rome and Angeles. The company has 150 The "Dans" are named after Dan Hollywood. full-time employees and is supported McArthur, founder and first director of Currently being distributed by the by an international operation with the CBC news department. The NFB in Canada and abroad, and by offices around the world, including "Charlies" honor Charlie Edwards for WB/7A in the U.S., where it has been Mexico City, Hong Kong, Amsterdam his many years of service to the acquired by over 100 TV stations, and Sydney, Australia. Industry. 7 Surprises has been telecast in some Audio's outstanding television 40 U.S. cities, including second commercial unit serves a wide number showings on six top stations. of major American advertisers. The current spectacular and award -winning CJBQ Belleville Eastern Airlines and Excedrin airs live broadcasts U.S. film producer commercials are the work of Audio of council meetings purchases interest Productions. Other Audio clients run the gamut Real community service is being in Williams Drege & Hill of blue chip companies both in the stressed by CJBQ Belleville and Providing new scope for expansion of U.S. and Canada, where for many Trenton, Ont. by providing the public services and facilities of their film years the firm has been extremely with alternating weekly broadcasts of production house, Williams Drege & active. the respective municipal council Hill Ltd., Toronto, retiring president sessions, in their entirety. CJBQ has Hal B. Williams has sold a large been publicly airing the Belleville interest to Audio Productions Inc., News awards presented City Council meetings since 1956. A month ago, Trenton Town Council, at New York City. at B.C. seminar The sale, announced jointly by their own request, also went on the the new president of the Canadian firm, of the RTNDA air, live, for the first time. Heinz A.K. Drege, and Peter J. Mooney, The "Charlies" and "Dans" for Frank C. Murray, CJBQ general president of Audio Productions Inc., outstanding news reporting in B.C. manager, said "as far as we know, we represents "the first substantial were awarded at the annual B.C. are the only radio station in Canada investment by a major American fi Im seminar of the RTNDA, held in Port that carries broadcasts of this nature producer in a Canadian production Alberni. All four awards, two for radio in their entirety, without any editing company, whereby control remains in and two for TV, were presented by at all. Canada," said Drege. Charlie Edwards, general manager of "It is perhaps interesting to note," To reflect the new relationship, Broadcast News Ltd., Toronto. he added, "that audience data and to mark other significant personnel The Charlie Edwards awards for available reveals that City Council changes, Williams Drege & Hill Ltd. outstanding spot news reporting went broadcasts get a slightly larger has applied to become "Drege-Audio to CKWX Vancouver for its coverage of audience than musical programs Limited". the Castellani murder trial, and generally heard at seven in the Over the past ten years, the CBUT-TV Vancouver for its coverage evening." Canadian company has completed more of a prison break. CJBQ records the Belleville City than 3,000 TV commercials for The Dan McArthur Awards for Council sessions on alternate Monday Canadian advertisers, as well as outstanding reporting, outside of afternoons at 4 p.m. and they are aired on a delayed basis at 7 p.m. Trenton Town Council, however, goes live, each altemate Monday, beginning at HOYLES, NIBLOCK AND ASSOCIATES 7 p.m. direct from the council room. BROADCAST CONSULTING ENGINEERS AND ATTORNEYS Indicative of the citizens' right to know how their money is being spent, AMFMTV CATV ETV and how their Council acts in matters concerning the community, is that 160 LAURIER AVE. WEST, OTTAWA 4, ONT. TELEPHONE 613-237-1038 whenever attempts have been made by 3110 BOUNDARY ROAD, VANCOUVER 12, B.C. TELEPHONE 604-437-1141 various aldermen to have the broadcasts discontinued, public reaction has been firmly in favor of continuance. N. J. PAPPAS AND ASSOCIATES A few weeks ago, some discussion BROADCAST CONSULTING ENGINEERS ensued concerning broadcast of a special meeting, dealing with STATION BUILDING DESIGN AND SUPERVISION NOISE CONTROL POWER DISTRIBUTION ACOUSTICS. SYSTEMS DESIGN ETV SYSTEMS RESEARCH Belleville's capital works budget, and D.O.T. AND B.B.G. SUBMISSIONS the Council broke with tradition to 5253 DECARIE BLVD. MONTREAL 29 QUE. allow radio and press coverage of 5 14-488-958 1 CABLE PAPPACO these discussions usually held behind closed doors.

14 CB/JUNE 1968 the educational TV The station has an understanding a method in which we could, if not of provincial with the two councils that matters produce, certainly co-operate in network, the London Board of Education concerning personnel and industrial promoting the use of top Canadian will go on the air early in January '69, committee activities will not be music." with its own television station. broadcast. The first LP, featuring The Billy Van Beaming its programming, at first, Procedural rules have been estab- Singers, is designed to fit any only to the city's secondary schools. lished and are followed attentively, station's music policy, including FM, the Board says it will offer some of in the province for so there is no hitch to a smooth - MOR, C & W, and Top 40, and should the best facilities running session, and because delays find ready acceptance by Canadian student teaching of TV electronics, and the and quibbling are minimized the broadcasters both as to content and communications, drama meetings are over in half the usual quality. arts. the Board's time. All 12 selections on the disc were I.R. Sanderson, written by Bob Hahn, well-known superintendent of curriculum, said: broadcaster, song writer and producer "Our station is not to be confused of commercial jingles such as with ETV, in the sense of provincial CAB Program Exchange Dominion Stores' Mainly Because of educational television. What we are helps boost interest the Meat. Orchestrations are by doing is setting up our own TV in Canadian music Hahn's long-time associate, Art facilities primarily for student use. We Morrow. The nine singers, under the will be the first in Ontario to set up Launched in Ottawa June 10, through direction of Billy Van, were recorded our own transmitting station." CAB Program Exchange promotion, and the music was mixed on eight The London Board of Education Polydor Records presented the first track equipment. station will be established at a cost album of what is hoped to be a CAB To assist stations in programming of $370,000, with $278,000 paid by the Canadian Music Library. The initial this first album, the CAB Program province. The 250 megahertz system offering is entitled Polydor Proudly Exchange recorded specially -prepared will have a range of between 25 and Presents-The Billy Van Singers. intros to each selection by both Billy 30 miles. Gerry Acton, manager of the Program Van and Bob Hahn. This tape is The Board received permission to Exchange, said that while they are available free of charge upon request operate their own station about the interested and dedicated in providing to the exchange, Suite 347, 12 middle of May, with the issuance of a member stations with the broadest Richmond St. E., Toronto 1, Ontario. DOT TV license, which was issued possible area of programming,"we only after an extensive survey of the have always felt most keenly about area to ensure that the operation would the eventual establishment of a London Board of Education not interfere with other television Canadian music library. To this end, systems. we have held discussions with all will set up own TV station manner of people in an attempt to find First in Ontario, and well in advance (See page 28)

(MONEY -MAKING) THINGS ARE HAPPENING IN OKANAGAN-MAINLINE LAND!

Casabello Wines Limited, producing a full range of fine table and dessert wines in Penticton, B.C., is one of dozens of new industries and two new wineries established in Okanagan -Mainline Land during the last few years. With its companion wineries, it forms the basis for the burgeoning new vineyards of the area - a major and dependable source of agricultural wealth. Everything grows bigger and faster here, including advertising results. OKANAGAN MAINLINE RADIO Just call CFJC KAMLOOPS CJIB VERNON CKOV KELOWNA CKOK PENTICTON Az the All -Canada man.

CB/JUNE 1968 15 newscast

"Bonnie and Clyde theatrical agent, who books them at at New Westminster, B.C., on 101.1 shoot into radio supermarket openings. mcs., ERP 100,000 watts, horizontal and vertical polarization, EHAAT 709 A new radio comedy series, The feet, omnidirectional. Amazing Radio Adventures of Bonnie CJOY Limited, for an FM station & Clyde, is now available in Canada, CRTC ratifies at Guelph, Ont., on 106.1 mcs., ERP from National Program Services of BBG recommendations 50,000 watts, horizontal and vertical Toronto. polarization, EHAAT 249 feet, Capitalizing on the Warner Bros. Acting under its authority to license, omnidirectional. fi Im success scored by the two stars rather than just recommend, the CRTC Kootenay Broadcasting Co. Ltd., of bank robbery fame, Bonnie & Clyde has approved 16 applications for for a new FM station at Trail, B.C., on is produced by Harry O'Connor, station licenses, previously 106.7 mcs., ERP 12,600 watts, formerly vice-president, production, recommended to the DOT by the horizontal and vertical polarization, for Mel Blanc Associates of Hollywood. now -extinct BBG. EHAAT 1,485 feet, omnidirectional. O'Connor opened his own Hollywood - Approvals, each for a five-year Television licenses were approved based production firm in January, and term, stemmed from licence applica- for the following stations: started his B & C radio show as a tions heard by the old Board at the Ltd., for a new feature for d.j. Gary Owens, on KMPC February 6-8 public hearings in CFCN Television at Lethbridge, Alta., on Los Angeles. Ottawa. station 13+, ERP watts video, Each mini -show is in capsule form, Given the green light to establish Channel 36,700 7,340 watts audio, directional, EHAAT 90 -seconds, for insertion in a d.j.-type and operate new broadcasting stations program, and some stations schedule were: 582 feet, with part-time programming by -the -air pickup from CFCN-TV them more than once a day. 65 Kokanee Broadcasting Ltd., for a off from a episodes are already produced, new AM station at Creston, B.C., with Calgary, and part-time studio at Lethbridge. sufficient to provide a full 13 -week another studio at Nelson, B.C., Ltd. scheduling and sponsorship format, operating at 250 watts day and night, CFCN Television also if desired. ND, on 1340 kcs. received the O.K. for a rebroadcasting Roles in the radio production have Radio Temiscamingue Incorporée, station at Drumheller, Alta., to receive pickup from Joanie Gerber as Bonnie and Dave for an AM station at Temiscamingue, programs by off -the -air Ketchum as Clyde, with Bruce Gordon Que., with studios at Ville -Marie, CFCN-TV Calgary, for retransmission as Frank Nitty-Gritty, king of the Que., 250 watts day and night, ND, on on Channel 10, with a transmitter underworld. Veteran character actor 1340 kcs. power of 5 watts, directional. Jesse White plays the murderous duo's Radio NW Ltd., for an FM station The CBC received licenses for a new AM station at St. Anthony, Nfld., ANNOUNCEMENT 10,000 watts DA -2, on 600 kcs.; for new TV stations at Inuvik, N.W.T. on CHCH-TV APPOINTMENTS Channel 6, ERP 3,000 watts video, 300 watts audio, EHAAT 394 feet, directional; Pine Point, N.W.T. on Channel 4, ERP 7,100 watts video, 1,400 watts audio, EHAAT 500 feet, directional; Uranium City, Sask., on Channel 8, ERP 28 watts video, 2.8 watts audio, EHAAT 276 feet, directional; and at Grand Rapids, Man., on Channel 8, with a transmitter power of 5 watts, directional; also for four LPRTs, at Waterways, Alta.; Valemount and Edgewood, B.C.; and Carmacks, Y.T.

Two Toronto sportcasters elected to the OSSA Two radio sportcasters were named to the executive of the Ontario Sports- D.F. MARTIN D.C. GALE writers and Sportcasters Association at their annual meeting held in Toronto. Syd J. Bibby, Vice -President and General Manager, Niagara Television Limited Bill Stephenson, sports director at (CHCH-TV) announces the following appointments: CFRB Toronto is 1st vice-president, and Fred Sgambati, sportcaster for D.F. Assistant General Manager and D.C. Gale Station Manager. Both Martin - - CBL Toronto, was elected a director. Mr. Gale and Mr. Martin have been with CHCH-TV since 1954: Mr. Gale most Other officers are Hugh Bowman, recently as Program Manager, and Mr. Martin as Production Manager, positions sports they will retain in addition to their new responsibilities. editor, Guelph Mercury, president; Jack Marks, Toronto Globe & Mail, 2nd vice-president; Ray

16 CB/JUNE 1968 Alviano, sports editor, Kitchener - administrator since 1951, and a v.p. Waterloo Record, 3rd vice-president. since 1961. John Macdonald, Toronto Daily Star, J.P. Seitz has been appointed to the is secretary -treasurer. Other directors newly-created post of director, include Louis Cauz and Gerry research and development, for BULLETIN Lougheed, Toronto Globe & Mail; Stephens & Towndrow Co. Ltd., Charles McGregor and Bob Pennington, Toronto, in an announcement made by Toronto Telegram; Wayne Redshaw, Allan Sleight, president. Seitz, a Prime Minister Trudeau, having graduate of the University of Western completed his recent speech in Welland Tribune; Bi I I Jones, Niagara St. Thomas, climbed into his and George Ontario, gained extensive experience Falls Review, Campbell, limousine for the 25 mile trip to in marketing, advertising and media Oshawa Times. Tillsonburg and fund he was with Procter & Gamble Co. of Canada sitting beside --Wje Newsman Ltd. and F.H. Hayhurst Co. Ltd. Rick Smith. They were 20 miles Robert J. Cody has been named down the road before the P.M. Bob Black, co-ordinator research director at Young & Rubicam realized he was talking to a his Ltd., Toronto, in an announcement by reporter, and not one of of radio/TV/films at Expo security people. Rick got a great Geoffroy, president. Cody is a rejoins Crawley Films C.H. interview and enjoyed waving at graduate of the University of Toronto, the 80 other newsmen who were Robert H. (Bob) Black, 31, who handled has had broad marketing research there but didn't get that close. '67, is liaison for film makers at Expo experience at the manufacturing level, -Kra celebrated its 20th Anni- back in the film production industry, and joins Y&R from McKim/Benton & versary in May by holding a having rejoined Crawley Films Limited Bowles. Also at Y&R, Geoffroy monster party (with real monsters) of Ottawa. announced the appointment of Ruth K. all mont nn th? air. Dozens of the Black, who has an MSc in Pinkerton, CAAP as media manager. lucky listeners got Birthday Box from Boston and prizes in -it's Communications Mrs. Pinkerton joined Y&R in '62., Contest.'s present was the University, has 16 years experience was appointed associate media biggest billing month in the behind him in radio, television and director in '66. station's history! films. He began in private radio in Anthony C. (Tony) Cowal has been Rumor has it that Liberace was Quebec City (where he was born) with appointed an account supervisor with abroad last year! CJQC, formerly CJNT and now CFOM. J. Walter Thompson Co. Ltd., Toronto. Harold Allaster, Manager of the Since 1960, he has been a producer - A native of Worcester, Mass., he Beaver Lumber store in St. Thomas This director in ETV in Boston, with from with an A.B. is sold on. year,_ffl graduated Harvard used to CJOH-TV Ottawa, a CTV affiliate, and was the only medium degree and later obtained his M.B.A. promote his May Holiday Sale and with the CBC in Toronto, as well as from Harvard School of Business. He his volume was three times greater with Crawley in Ottawa and Montreal. began his career with the marketing than last year when he wasn't His career has twice been department of Procter & Gamble Co. of using us. Beaver Lumber sales comerks interrupted by World Exhibitions. He Canada Ltd., in Toronto in '63, as an executives heard our was "on staff" of the Canadian during a recent meeting and said assistant brand manager. From 1966 they had Pavilion in Brussels in '58, and in they were the best spots until he joined JWT he was associated ever heard. (Beaver Lumber Com- Montreal he was in charge of broadcast with Ogi Ivy & Mather as an account pany Limited, 90 Wilson Avenue, PR as Expo's co-ordinator of radio/ representative. St. Thomas.) TV/films, last year. E.H. (Hart) Kinnear has been named Donate to Little League; Be an marketing manager for Tele -Radio Athletic Supporter. Systems Ltd., Toronto. Formerly Grand Prize in 's Trivia Olive -Jane Reynolds director of marketing with White Contest which is on the air right Electronics in the language laboratory now is a beautiful automatic named manager of all over field, he also spent nine years with dishwasher. Housewives Crawley's Toronto office Southwestern Ontario are knocking the Ampex Corp., both in Canada and themselves out to get to the Mrs. Olive -Jane Reynolds has been the U.S. phones for this one and of course appointed manager of the Toronto our advertisers get the benefit office of Crawley Films Ltd. because the gals have to LISTEN! Former media manager at Somebody told me selling is McConnell -Eastman Ltd. and media Account changes relative so I called my uncle to buy time on director for J.M. Eastman & Bradley -Vale Advertising Ltd., see if he would reg. Be nice to our Associates, she has just returned (He wouldn't.) Toronto, has been appointed to handle Reps, won't you? Remember, every from a cross-country tour managing the account of Grant Products Ltd., .C,H.L.O order you give them counts Miss Canada. Don Mills, Ont., effective immediately. as a oint for them in the big Possessing a B.A. from the GP, a privately -owned Canadian " Keep Your job Contest". University of Toronto, Mrs. Reynolds company, specializes in supermarket Keep your zipper up. Best regards, has worked for Canadian Home products. Account supervisors for the Journal, CFTO-TV, Morgan's, agency are John Bradley and Carl Simpson's, and Ronalds Advertising Noylander. The account was Sales Manager Agency. previously handled by Cana line Advertising Ltd. Spitzer, Mills & Bates Ltd., Toronto, will take over the complete account in Appointments Canada, effective September 1, for W.R. (Bill) Kitching, 41, vice-president Fulford Dodds Ltd., previously handled LONDON - ST. THOMAS and creative director of F.H. Hayhurst by Street & Finney Inc., New York, CANADA -RADIO & TELEVISION agency Co. Ltd., has been named manager of which has been the company's SALES INC. the Montreal office, where he has for many years. Decision to select a U.S.A. - WEED & COMPANY been a creative director and account Canadian agency was reached after a i

CB/JUNE 1968 17 newscast

thorough study of the changing nature reassignment of several products Soskin, are R.M. MacLennan, CJOB of the company's business and the among its advertising agencies in Winnipeg, and Tom Laing, CFSL need for a closer, local agency Canada, coincident with the decision Weyburn, Sask. relationship, said John Pennington, to reduce the number of agencies from Continuing as directors are Randall Fulford Dodds' general manager. five to four, effective September 1. Moffat, CKY Winnipeg; Cameron Perry, The new alignment, made for solely CJCA Edmonton; Jim Struthers, CKCK- economic reasons, resulted in TV Regina, and Bruce Alloway, Canada Trust termination of the relationship with CFRN-TV Edmonton. changes agency Needham, Harper & Steers of Canada. Moffat and Struthers were elected T.R. Hart, Lever's marketing service WAB representatives on the board of Ronalds -Reynolds & Co. Ltd. wi I I manager, emphasized that the move Vie CAB for 1969-71. replace McConnell -Eastman Ltd. as the "does not reflect in any way on the Perry was named to complete the advertising agency for Canada Trust, quality of NH&S service. The agency '67-'69 term of WAB representative effective January 1, 1969. The has performed to complete Dalt Elton, now of CKWX Vancouver, changeover was announced by Donald Lever's satisfaction for many years, and the formerly of CJCA Edmonton. E. McLean, manager, marketing need to end the association is Continuing as representatives are services division,of the trust company. sincerely regretted." Roland Couture, CKSB St. Boniface, RR will service the account out of The four agencies continuing to Man., Orville Kope, CHAT Medicine its Toronto office. Although not taking serve the Lever account are Ogilvy & Hat, Alta., and R.L. Skinner of over officially until the first of the Mather, J. Walter Thompson, and CKOS-TV Yorkton, Sask. new year, the agency will begin Doyle, Dane, Bernbach, who also serve The 1969 annual meeting will again immediately on its recommendations parts for '69. Lever in the U.S. and other of be held at Jasper Park Lodge, in June. the world, and MacLaren Advertising Headquartered in London, Ont., The Co. Ltd., an independent Canadian Canada Trust Company has 56 offices agency employed by Lever since 1952. Three Toronto ad serving 34 communities from coast to clubs coast. Recently, merger negotiations elect new officers were announced with Waterloo Trust, Ted Soskin of CHOR Elections held by the Women's which has 11 offices in the Kitchener - Advertising Club of Toronto, at their Waterloo -Guelph -Galt area. heads WAB for '68-'69 annual meeting in the Park Plaza Ad manager of Canada Trust is Elected president of the Western Hotel, saw Blanche I. Evans, Frank W. Pratt. Association of Broadcasters, at the advertising supervisor of The Distillers conclusion of the annual meeting held Company (Canada) Ltd., named Lever Bros. reduces in Jasper, Alta., Ted Soskin, president president, and The Young Men's Ad & and general manager of CHQR Calgary, Sales Club of Toronto elected Charles number of agencies succeeds G. Blair Nelson of CFQC-TV K. Noble, ad rep with Weekend from five to four Saskatoon. Magazine/Perspectives, as their new Lever Bros. Ltd. announced the Directors elected, in addition to president, during their annual general meeting at Peppio's Restaurant. The Advertising & Sales Club of Toronto elected E. Ray Purves, sales manager of CKFM Toronto, to head the now look here! senior group for the coming year. The annual meeting took place at the TV8 - One of the two most powerful SELLING media Boulevard Club, Lakeshore Blvd. The entire slate (published in our May 9 in Saskatoon. (The other is Radio 600.) issue) was elected. Other officers of the Women's Ad Club are Shirley Sellen, of Norman, CPOC deV8 Craig & Kummel (Canada) Ltd., first SASKATOON vice-president; Kay Dale, MacLaren Advertising Co. Ltd., second vice- president; Candace Carroll Wilson, of Muter, Culiner, Frankfurter & Gould Ltd., treasurer; June Ardiel, The Ardiel Advertising Agency Ltd., corresponding secretary; Jeannette Conway, CDNPA, recording secretary. WAC directors are Louise Crafter, Bermuda Trade Development Board; Fran Hetherington, Canadian Engineer- ing Publications Ltd.; Joe -Anne Roberts, Sun Oil Co. Ltd.; Natalie Stepanchuk, Bell Canada; Mary Tsinonis, Westbury Hotel, and Betty Wilson, Puma Ltd.

18 CB/JUNE 1968 Supporting Charles Noble on the John H. Devlin (president of executive of the YMASC are Jim Rothmans) was appointed chairman of Rosenthal of Davies & Peterson, the board of Canadian Breweries, with executive vice-president; R.G. (Bob) CB president John G. Campbell Rae of Daystrom, vice-president; with retaining his post, and Wilmat Gary Reinblatt (Dominion Dairies), Tennyson, who has been vice-president, to the Gerry Oldroyd (TTC), Terry Mulcahy marketing, for Rothmans named (Might's Directories), Paul McDermott same post with Canadian Breweries. (Radio & Television Sales), John Hyde (Sears Ltd.) and Dan Babick (Star Baby named after Weekly) as directors. George man Alexander (McGraw -Edison) is CFCH morning treasurer, and Jim Risk (A.B. Dick gets bank account Ltd.) is secretary. CFCH North Bay, Ont. promoted Baby lyof Week, on the station with a contest on during Liberal nominee the Bob Wood morning show, which the first baby born between 6-9 VANCOUVER in Toronto gets a.m. that week received a Heinz Baby radio program axed Kit, plus $25 in cash from CFCH. If the parents gave the baby the ADULTS CHUM Toronto was ordered by the Robert or Roberta, in honor of Canadian Radio-Television Commission name of (Bob) Wood, the show's host, to take the program Give 'n Take off Robert to open a bank account ARE 20.35 YEARS the air because the Commission CFCH promised in the baby's name, and deposit $10 termed it a "partisan political broadcast". yearly for the next 17 years. Created by the station to feature On Thursday of Baby Week, CFCH baby had been ex -Toronto mayor, Philip Givens, Give was notified that a at one of the North 'n Take was aired in 45 -second spots, born at 6:02 a.m. 55 times a week, with CHUM's program Bay hospitals. manager, Larry Solway, host of the The lucky baby, Robert John Open Mind Show, fielding questions to Terrance Wojcik, will be well Givens, mainly on matters of civic nourished on Heinz Baby Foods, and on affairs. his 18th birthday will have have a BUT IT'S A The Commission decided that, personal bank account worth $195, since Givens had been nominated the thanks to CFCH Radio. Liberal candidate for York West, the ANNOUNCEMENT BIGGER THIRD... program constituted a "partisan political broadcast", and CHUM was ...with much more than a ordered to take it off the air, or, third of the purchasing according to Givens, provide equal potential. CKWX reaches and time for each of the other candidates sells the young adult market in the riding. efficiently (BBM R/F Pro- files) with Rothmans purchases Argus investment FOREGROUND RADIO in Canadian Breweries Two of Canada's top industries, IN VANCOUVER Rothmans of Pall Mall Canada Ltd. and Canadian Breweries Ltd. joined hands on June 6, following signing of a $28.8 million deal giving Rothmans the 11 CKWX per cent interest (2.4 million shares) which Argus Corporation held in JOHN D. GIBSON Canadian Breweries. dial 1130 Rothmans and The combined sales of Radio House Limited is pleased to Canadian Breweries are in excess of announce the appointment of Mr. John represented by $550 million per year. This represents D. Gibson as MANAGER, Montreal. Mr. 36 per cent of all the beer, and 23 per Gibson is well qualified to provide cent of all the cigarettes sold in knowledgeable assistance to MONT- Canada. REAL clients in planning successful The two firms rank well up in the radio campaigns for Radio House group of key stations. Having Top Twenty of Canada's national spent more than 12 years with major advertising advertisers, in all media, and in the All -Canada Radio & Television Limited agencies, he has earned valuable Top Ten for radio alone. experience in all phases of media, TORONTO NEW YORK The combined assets of the two marketing and account planning. Mr. MONTREAL CHICAGO companies are in of excess $360 Gibson's appointment is effective WINNIPEG ATLANTA million, and jointly they rank 11th in immediately and indicates the contin- CALGARY DALLAS earnings and 10th in total sales uing expansion of one of Canada's VANCOUVER - HOLLYWOOD (excluding excise taxes) amongst finest representative companies. SAN FRANCISCO Canadian industrial companies.

CB/JUNE 1968 19 people

KOSTER MARSHALL GIRARD VALE

RAY ROLLS NORM MARSHALL, whose forte is station manager, following the pur- of years before starting his own busi- sport, and who is said to possess chase of that station (then CHIQ) by ness. "the most familiar name, face and Rogers Broadcasting Ltd. last October, Girard graduated from the Sales- voice in Hamilton (Ont.) radio and was named manager of operations for manship Course at Laval University, television for the past quarter cen- all Rogers Broadcasting Ltd. stations, Quebec, in 1957, founded Transvision tury", has been named station as of June 1. Rogers recently received Magog Inc. in 1958, and established manager of CHAM Hamilton. He was CRTC approval for the purchase of another firm, Entron Canada Limited formerly operations manager. CHYR Leamington. Koster will be in 1963. His appointment, coinciding with headquartered in Toronto. He is currently president of five the promotion of Roly Koster to his A native of Hamilton, he studied companies associated with cable new post with Rogers Broadcasting electronics at Westdale Secondary television. Ltd., was announced at CHAM's "Key School, in Hamilton,and at National to Success" dinner last month, by Radio Institute, Washington, D.C. RECENT APPOINTMENTS at Phi I i ps president Ted Rogers. He began his career in radio in Appliances Ltd., Toronto, include Marshall has been sports director Hamilton in 1944 with CKOC, and for Darrell Rolls as advertising co- of a number of major Canadian and several years was involved in all ordinator for distributor products in American stations including CKLW phases of production with CKOC and Canada, Bill Kay as national merchan- Windsor -Detroit, CJAD Montreal and CHML Hamilton, CHUM Toronto and dising co-ordinator, and Donald M. WKBW Buffalo, N.Y. He has broadcast CKSL London. Vale as advertising administrative almost every major sports event in While with CKSL, and later with co-ordinator. All three appointments Canada, and was chosen play-by-play CJOR Vancouver, Koster held positions were announced by Ron C. Ward, announcer for the first -ever -televised of program director and account advertising and sales promotion Grey Cup Game, for the CBC. He executive. manager. combines his CHAM duties with the He joined Rogers Broadcasting in Rolls, born in New Brunswick, added fillip of being sports co-ordina- 1965. was educated in Toronto where he tor for Channel 11, CHCH-TV Toronto- gained his business experience, in Hami Iton. advertising, promotion and sales. He Over the past twelve months, OMER GIRARD, a native of Magog, was formerly with Copp Clark pub- Marshall established his all-time Que. (near Sherbrooke) where he lishing house, worked for CFGM record for play-by-play broadcasts and operates Transvision Magog Inc., has Richmond Hill -Toronto, and more re- telecasts, completing 146 in radio and been named president of the National cently was advertising manager of TV during that period, including pro Community Antenna Television Asso- Canadian Teen Magazine. and college football, hockey, basket- ciation of Canada for.'68-'69. He was Ray, born and educated in Winni- ball, swimming, wrestling, tennis, elected at the NCATVA convention in peg, joined Philips there in 1965 as a golf, pro soccer and col lege vol leyball. Vancouver, last month. regional merchandising co-ordinator, Described by Radio-TV Mirror as Girard, who graduated from St. later being transferred to Vancouver. "Canada's complete radio -TV per- Patrick's High School in Magog, served Vale, born in London, England, former", Marshall combines adminis- in the RCAF during the Second World was educated there, and gained early tration with a successful record as a War, where he won his pilot's wings. business experience with a senior sports announcer, news commentator, After his discharge from the air force British bank, being involved in com- disc jockey, commercial announcer in 1945, he completed a technical mercial and industrial development and night club emcee. course at the Octave Cassegrain work. He came to Canada in 1965, and School in Montreal in 1947, then has handled management and market- ROLY KOSTER, 41, former production worked for Atlas Wholesale Radio Inc. ing research projects for an inter- manager for CHFI AM -FM Toronto, who and Electroline Television Equipment national oil company and a national was sent to CHAM Hamilton as as a sales representative for a number consumer publication.

20 CB/JUNE 1968 Glee115RADIO CAPITALE

The first new French voice in *OTTAWA -HULL since 1933 Serving over 400,000 French Canadians On the Air June 3rd

*(Canada's 4th largest market)

Represented nationally by Stephens & Towndrow Limited Montreal - 844-3975 / Toronto 363-9391 Vancouver - 684-6277 G:RCRADIO CAPITALE 1150

10,000 WATTS TvB is now selling television --- not just talking about it

SPOT TELEVISION IS SOMETHING they the availability of in -program commer- to the individual market objectives of always knew about at the Television cial positions plus opening and his product. Bureau of Advertising. They worked closing billboards; the opportunity to Spot television gives the advertiser with it, but didn't necessarily talk reach the consumer during peak selectivity. about it. The reason was simple. viewing hours; the sizable discounts With spot television, the advertiser TvB had, since its inception, involved on both time and microwave can select the time of day he wants counted the two networks, CTV and charges and of course, generally his commercials scheduled, the spe- CBC, on its membership roster and the speaking, network is easier to buy. cific day of the week, the specific open discussion of network versus But with advantages must come months or seasons of the year. spot television, with agency and disadvantages and the one the TvB Spot television allows the advertiser client people, was not exactly wel- presentation points to is market to aim his commercial message to a comed or encouraged, much to the variances that exist in network target audience group. consternation of station representa- program ratings. With spot television, an advertiser's tives and private station members. To illustrate this they point to an commercials can vary in length from Television was simply discussed in A.C. Nielsen analysis of two network 60 to 30 to 20 to 10 seconds and generic terms. programs, one on CTV, the other on tomorrow he may even be able to buy

Then things changed. The two CBC (See charts 1 & 2). In the case time in units of seconds. networks pulled out of TvB and in of the CTV show, the national rating Because of spot television's flexi- January of this year, the Bureau is 15.3, while the market by market bility, it can be tailored to match an altered its structure by installing a rating ranges from a low of 14 in advertiser's individual market needs. full time president, Ross Downey, Vancouver, 17 in Toronto to a high of For example, competitive promotion armed with a simple and clear cut 45 in St. John's, Newfoundland. Simi- can, overnight, reduce shelf facings objective-to sell television, on larly with the CBC network program, in any given market, calling for an buyers' terms. the national rating is 21.2, ranging immediate change in advertising plans. 1 Downey interpreted this to mean from a low of 8 in Toronto to a high of Spot television allows the advertiser the entire spectrum of the television 31 in London. the complete opportunity to achieve world and since he felt the needs of his individual market objectives-and members should be met first, TvB's Spot TV suits adjust them-as required. spot television became the Bureau's local market needs number one priority. Thus TvB is currently making This raises a question. Since the Households vs. presentations to agencies and clients advertiser must decide his marketing demographic audiences on spot television, not to the exclusion strategy on a local market to market Having made all these claims about of network, but as a very important basis, shouldn't he also be able to spot television, the TvB presentation aspect of TV advertising, which if the determine his advertising weight on then proceeds to prove it with a advertiser is looking for optimum the same basis? hypothetical case of an advertiser who results, he cannot afford to overlook. The answer, according to the TvB markets his product nationally, whose Indeed in their story, after giving presentation, is yes. Spot television target is households and whose the vital statistics of Canadian tele- is the medium best suited to meet network budget is his total television vision, TvB discusses some of the local market requirements, for the budget. exclusive advantages of network following reasons: The Bureau chose households, as television such as sponsor identifi- Spot television allows the client to against demographic audiences, as the cation, merchandising possibilities; weigh his advertising in relationship base for comparison for two reasons.

22 CB/JUNE 1968 (1) Many advertisers still find it PROGRAM A - CTV NETWORK more convenient to work on a house- 7 MARKET RATING VARIANCE hold consumption/viewing basis. (2) Because TvB has and will be presenting this story to advertisers who appeal to a wide variety of target 34 17 audiences,the base must be applicable 15.3 45 24 15 to all. NATIONAL ST. JOHN'S HALIFAX MONTREAL OTTAWA TORONTO Chart 3 shows that this hypo- thetical advertiser was using both Canadian networks and he was spon- soring or participating in two programs 35 14 16 31 26 38 on each. All of the programs are fairly EDMONTON VANCOUVER strong, delivering a total gross rating KITCHENER WINNIPEG REGINA CALGARY of 82 per cent. Typical variance in the number of reached by individual households 2 PROGRAM B - CBC NETWORK programs in each market can be seen MARKET RATING VARIANCE when the performance of his purchase is examined in four major markets (Chart 4). 18 8 Program "B" reaches 43 per cent 21.2 16 24 9 of the households in Winnipeg, but NATIONAL ST. JOHN'S HALIFAX MONTREAL OTTAVIA TORONTO Only 11 per cent in Toronto. Program "C" reaches 41 per cent in Edmonton, in 14 but only 20 per cent Vancouver. 31 21 29 22 24 (This analysis only included those stations which are reported by Nielsen LONDON WINNIPEG REGINA CALGARY EDMONTON VANCOUVER as penetrating these markets. It does not include those stations which do penetrate these markets, but to such a small extent that their audiences are 3 NETWORK ADVERTISER "X" to small to be accurately measured.) WEEKLY BUDGET 513,625.00 Overall the advertiser's net house- Network Homes hold reach in these four markets is 52 Network Program Rating % Reached per cent, ranging from 78 per cent in Y A 24.5 1,248,000 B 26.9 1.372,000 in Toronto. Y Winnipeg to 44 per cent z c 21.7 826,000 Only Vancouver is anywhere near z D 19.4 740,000 average. 4.186,000 (Gross 82%) To determine this advertiser's dollar investment, his network costs FOUR MARKET PERFORMANCE were pro -rated to his market perform- 4 ance. Thus had the commercial in HOUSEHOLDS DELIVERED Gross Net n% H/H H/H(%) program "A" cost $4,000 and in total Market A% 8% C% (%) reached 40,000 homes, the cost to VANCOUVER 22 24 20 19 84 51 reach one home would be 100. If then, EDMONTON 24 34 41 28 127 71 143 78 in Toronto, the program reached 20,000 WINNIPEG 27 43 42 31 TORONTO 11 11 19 19 60 44 homes, he would be spending $2,000 in that market. TOTAL 16 20 24 21 81 52 Applying this formula to the four programs it is possible to determine the cost per thousand impressions the MARKET INVESTMENT 5 advertiser was getting in each market PRO -RATED TO MARKET COST by his network delivery. From Chart 5 Net Frequency CPM it can be seen that it ranges from a Market Market Investments Reach % S high of S3.62 in Vancouver to a low of $3.33 in Winnipeg. VANCOUVER 1,142 51 1.4 3.62 This hypothetical advertiser, the EDMONTON 881 71 1.7 3.42 WINNIPEG 961 78 1.8 3.33 TvB presentation continues, decided TORONTO 2.342 44 1.3 3.56 to drop one of the networks and convert the savings into supplemen- Total 5,326 52 1.5 3.50 tary spot TV purchases. Chart 6 shows the result. The individual market dollar budgets have 6 NETWORK "Y" PLUS SPOT TELEVISION remained stable. Household reach in Metro Net H/H Investment CPM each market increased, while CPM Market Announcements Reach % Frequency s S efficiency improved. VANCOUVER 2 + 3 57 1.4 1.118 3.41 In Vancouver, using one additional EDMONTON 2 + 2 76 1.8 914 3.19 announcement, the reach climbed from WINNIPEG 2 + 11 82 2.5 987 2.29 TORONTO 2 + 10 53 1.7 2.376 2.45 51 to 57 per cent. The average fre- quency remained constant but the CPM Total 34 59 1.7 5.395 2.68 dropped by 210.

CB/JUNE 1968 23 In Edmonton, where an additional points to 1.7 and the CPM dropped by at 76 per cent, frequency was up to 1.9 $33 was spent for the same number of $1.11. and once again the CPM was reduced. announcements, the reach was in- The effect of this advertiser taking In Winnipeg 14 spots were bought, creased from 71 to 76 per cent. The the same market budget and converting one more than before. Reach was up frequency was slightly higher, but the it into a total spot television purchase from 82 to 84 per cent, frequency from CPM dropped 23C. can be seen in Chart 7. 2.5 to 2.7 and the CPM dropped to In Winnipeg an already high reach In Vancouver eight spots were $2.07. figure of 78 per cent was increased to bought. The reach obtained was 8 In Toronto two additional spots 82 per cent by the addition of nine percentage points more than the were bought and household reach rose spots. The frequency increased from network plus spot plan. Frequency was from 53 to 59 per cent. The frequency 1.8 to 2.5 and the CPM fell by over a slightly higher and the CPM was remained constant, but the CPM was dollar to $2.29. substantially improved from $3.41 to reduced from $2.45 to $1 .93, down 52C. In Toronto great improvement took $2.79. place. Reach increased over one -fifth In Edmonton five spots were used, Comparison of schedules to 53 per cent by the addition of 8 one more than in the previous plan. The TvB Spot Presentation continues Average frequency rose by 4 The household reach remained constant spots. by comparing these three schedules in another way. By indexing schedule "A"-the all network schedule-at 100, it can be seen from Chart 8 that in Toronto, by using spot in place of one network for the equivalent amount of dollars, the following took place: The number of announcements increased by 200 per cent, reach increased by 21 per cent, household impressions by 93 per cent and the cost per thousand came in 31 per cent lower. In schedule "C", the all spot buy, slightly fewer dollars were used. However 250 per cent more announce- ments were purchased, giving 36 per cent more reach, 135 per cent more impressions at a cost per thousand of nearly half that of schedule "A", the pure network schedule. A similar pattern emerges in the other three markets as can be seen from Charts 9, 10 & 11. Chart 12 shows the market budget allocated by the network programs they're examined above, as a percentage of our advertiser's total network TV budget. Also shown is the share that these markets obtain of his total sales. As can be seen, overall these markets bring him 40 per cent of his interested business, to which has been allocated slightly over 39 per cent. However, only in one market-Vancouver-is he anywhere near par. In both Edmonton and Winnipeg he is over -spending and in me in Toronto he is vastly under -spending. Each market is different "I'm convinced that Channel 10 bends over backwards to put on But, the presentation concludes, rarely programs so that everybody gets what they want I ... think they're can market advertising budgets be interested in me." based solely on current sales. Many Ralph Waldman of Silverstein's Fish Market in London is just one factors must play their part as to how of the more than a million people in our coverage area ... and we're many dollars are to be invested in a interested in all of them. given market, and each market is different, requiring employment CFPL-TV of serves Western Ontario-completely. separate brand management decisions. Spot television is capable, CFPLTV whether as part of a media mix or by itself, of providing local market flexi- LONDON bility. The advertiser decides what, when, where and how. CANADA Discussing their spot presentation TvB president Ross Downey said some

24 CB/JUNE 1968 people will probably wonder how we achieved reach figures such as those 7 shown, bearing in mind the "tight" SPOT TELEVISION ONLY situation in markets spot availability Net H/H CPM such as Toronto. Frequency S Investment $ Announcements Reach "The fact is that perhaps the Market 1.5 2.79 situation is changing, because these VANCOUVER 1,144 8 65 872 5 76 1.9 2.86 schedules were made up from times EDMONTON 2.7 2.07 WINNIPEG 963 14 84 for the week of March 1.9 1.93 that were open TORONTO 2,274 14 59 24 and were available for purchase 41 65 1.8 2.22 during the week of March 11, two Total 5,253 no weeks before. I can guarantee that favoritism was shown TvB. All the packages and individual spots we bought were cleared by the stations 8 TORONTO MARKET orders and representatives as being Schedule Schedule Schedule they would accept from any agency. A B C he said, "our 'buys' INVESTMENT 100 101 97 "Naturally," 350 NO. OF ANNOUNCEMENTS 100 300 not restricted to peak viewing 136 were HOUSEHOLDS REACHED 100 121 235 hours. As with most spot plans, HOUSEHOLD IMPRESSIONS 100 193 54 daytime and fringe time television CPM H.H. IMPRESSIONS 100 69 were used in conjunction with prime time. By this utilization of all time periods, television invariably becomes more efficient." 9 WINNIPEG MARKET Agency and advertiser reaction to this presentation is, said Downey, Schedule and, he thinks, predic- Schedule Schedule very important A B C table. INVESTMENT 100 103 100 pitch 350 "If I were being given this NO. OF ANNOUNCEMENTS 100 325 100 106 108 I my reaction would be-What HOUSEHOLDS REACHED think 162 HOUSEHOLD IMPRESSIONS 100 150 does TvB think they're doing, wasting 62 CPM H.H. IMPRESSIONS 100 69 my time telling me what I already know-telling me what any time buyer knows?

"If I am right and this is the reaction, I would like to ask how recently agencies and advertisers have 1 p EDMONTON MARKET such as 'Spot tele- made comments Schedule Schedule Schedule vision is pricing itself out of the A B C market-it's not efficient any more' or INVESTMENT 100 104 99 'I can't buy prime time, so I won't 126 NO. OF ANNOUNCEMENTS 100 100 worry' or 'Who do they think they are, HOUSEHOLDS REACHED 100 107 107 100 111 118 telling me I have to buy a scatter HOUSEHOLD IMPRESSIONS 93 84 plan?' CPM H.H. IMPRESSIONS 100 "I think, if nothing else, our spot presentation proves that it is not impossible-sometimes difficult, yes- but impossible, no!" he said. 11 VANCOUVER MARKET "You can buy spot efficiently and effectively. You can achieve very Schedule Schedule Schedule A B C acceptable levels of coverage, fre- CPMs, quency and at very acceptable INVESTMENT 100 98 100 200 particularly if you calculate the CPM NO. OF ANNOUNCEMENTS 100 125 100 111 127 on the total package in a market." HOUSEHOLDS REACHED HOUSEHOLD IMPRESSIONS 100 104 130 CPM H.H. IMPRESSIONS 100 94 77 Public Service Awards

STATION AWARDS for public 12 MARKET FACTS service were received by CHUC Co- bourg -Port Hope, Ont., from the Cobourg office of Canada Manpower National % Network Centre "for outstanding public service Market Share Investment in providing news of employment VANCOUVER 8.0 8.4 opportunities for area residents", and EDMONTON 4.2 6.5 by CJIC-TV Sault Ste. Marie, Ont. WINNIPEG 4.0 7.1 23.8 17.2 from the Navy League of Canada, TORONTO recognizing "long and active interest Total 40.0 39.1 in creating better citizens through public service contributions to the Navy League of Canada and such other Source: A.C. Nielsen organizations dedicated to the welfare of youth in the community." CB/JUNE 1968 25 ONCE UPON A TIME, top subject of gramming summarily cut off the conversation at Monday morning well -loved old favorites which had coffee breaks was a comparison of become such vital parts of everyone's notes on the gags used by Jack life, because "nobody will listen to Benny and Charlie McCarthy in their them when they can see them as well:' Sunday night shows. But all this Audience measurement tech- happened thirty or forty years ago niques had not yet developed even and we are talking about today. to present standards of efficiency, Yesterday is dead. But is it really? and this may be a valid reason why This is not in any sense to radio's actions were based more on suggest that these once popular a hunch - a logical one - than on a programs should be exhumed and careful study of public opinion. replayed. Nothing could be more For a time it worked this way, asinine, because even the oldest of for television that is, but not for us would find them dated, corny, long. technically inferior and, for any one Working on the not unreasonable, of a hundred more reasons, just yet completely fallacious assumption plain boring. that television was radio -with -pictures, What needs to be resurrected is quite a few of the old radio favorites the excitement which radio of the bobbed up on our telescreens. pre -television era aroused in its Presumably they found, just as

Is yesterday really dead? by Dick Lewis

listeners back when these two pro- they did when sound muscled into grams (to say nothing of Cecil B. the motion picture field, that the new deMille's Lux Radio Theatre, Rudy technique required new people. This Vallee, Eddie Cantor, Jack Pearl and they had not originally realized. his Baron Munchausen, Vivian della A prime example, again, was Chiesa and the Album of Familiar Amos 'n' Andy. Music, Fanny Bryce and her Baby A whole generation of North Snooks, and, of course, the inevitable Americans had literally grown up along Amos 'n' Andy) brought people home with two black-faced comedians from or at least to a radio set, at the Chicago vaudeville (or was it bur- right time on the right day. lesque?) They started with an experi- Again, this is not to suggest mental skit, called Sam and Henry, that these old friends of a previous which developed into the national - generation should be brought back, no, international - Amos 'n' Andy. but surely present-day radio could This was not an "act" in which a take steps to reincarnate in itself couple of minstrel -show -type darkies- specific sound programs which would generally white beneath their make- become weekly or daily "musts" with up - swapped vintage wisecracks. the public. This might well be in Amos 'n' Andy gave the North Amer- addition to, rather than instead of, ican continent a slice-of -life-as -it -is, the present program fare. with its joys and sorrows and its loves and hates. Revolving around the office Television ousted radio of Andy's "Fresh Air Taxi" they had Years ago, when television first their love affairs, Amos' Madame loomed over the horizon, somebody Queen for example; they had their said, "Radio has moved out of the personal problems; they had their living room." The simple answer of business deals, with a character course is, "push it back in again." named George Stephens or "The But maybe it's not as simple as this. Kingfish" usually pulling a fast one It seemed logical when tele- over genial but simple-minded Andy. vision added its dimension of sight When a romance between Amos to radio's sound, that such radio and Madame Queen was at the on- programs as these would be doubly again-off-again stage, they strung it effective on television, when they out from night to night, week after were transferred to the new medium. week, and people were either sincerely And this is exactly what they did. worried about it or wagering on the Those responsible for radio pro - outcome.

26 CB/JUNE 1968 refuses to take a chance. In this People literally knew and liked story, but radio programs were written radio respect, he subscribes to the view (or hated) all these characters, whose and produced for radio by that you cannot be higher than top. words came out of two once small- people. Television is different. But he shuts his eyes to one fact. time comedians, Charles Correll and It is possible to see a television In the process of attaining his Freeman Gosden, who between them play which has also been a Broadway peak, he has inured his viewers into played all the parts, and, as the production and a motion picture. normally the habit of tuning Channel X at 9 pm years passed by, grew to know these Comparisons can be more than on a certain night every week to too. odious when they try to squeeze a performers and Such program. Contracts for sponsorship ran multi -million dollar production into watch the Such a loyalty among for years. First it was Pepsodent a 30 or 60 minute teleplay, with He has developed X viewers, a reasonable per- Toothpaste, and then Campbell Soup. about one per cent of the budget. million of whom consciously or Once, during the depression Especially ironic is the fact that centage - have become years, when getting old sets fixed technically it is possible to run the subliminally - will reels users of his product. or replaced was beyond average means, same film - literally the same as has CHML Hamilton was flooded with of celluloid - on television complaints because their signal been shown in movie houses across Color is the criterion kcs) was interfering with WBEN the country, and this is precisely (900 Newspapers and magazines and the Buffalo (920) and preventing people what has been done. other media are pushing the panic from hearing the nightly A 'n' A. Television has taken the easy button, in a sense, because television Worried about their image, though route and shows the by-products of of the is making such inroads into their the word in its now accepted sense Hollywood, taking advantage Hollywood revenues, and the resurgence of radio had not been invented yet, CHML was talent and the money only is the miracle of the age. really befuddled until the commercial can afford. But panic is not really the word manager- it was the late Jack Murray- To its credit. TV has, at far manfully for the mood of these other media. sold the 7 to 7.15 pm time slot to a greater expense, struggled They are not. waving their arms in the Hamilton lumber company whose to produce its own shows, making a air crying "What shall we do?" name escapes me. The opening truly creditable job of them, but Rather they are performing in a very went something like this: is outrated in terms of public interest commercial intelligent way by doing everything in "And now, through the courtesy of as reflected by the ratings when you their power to improve their products. the Blank Lumber Company, CHML set a first run TV original alongside The most evident improvement is leaves the air to permit you to enjoy a rerun of a Hollywood extravaganza the greater use of color in print, just tonight's episode of Amos 'n' Andy which wowed 'em in the fifties. is being used on television. without interruption." This is one reason why, when as it Came television, and Amos 'n' they decided that radio had been Andy went out of the continent's pushed out of the livingroom with the Gratifying but dangerous along with the radio sets. coming of television, TV has not livingrooms Radio has evolved a system of pro- had a shot at it, with taken its place. Television gramming, transforming itself into a and real bodies, Another reason is that television a new team of course, medium of information rather than for the other characters never has, and in my opinion never of necessity, entertainment. It uses music of course, had played to will, replace what radio used to be, Correll and Gosden but this is largely for background. Memory dims on the in terms of becoming a part of the such perfection. The phenomenal success it is that they floundered family circle, or, in a word, intimacy. details except making in increased use by advertisers a short time and then along with it for is gratifying. But it is also dangerous, it just petered out. it tempts broadcasters to standpoint because Advertiser's overlook the plain truth that one of TV i s not hopped up radio From the standpoint of an advertiser, its strongest appeals is its cheapness, It took several years for television television, because of its high cost and to say, smugly, "We've got it to realize that, after all, it was in relation to radio, dare not go on the made, boys. Let's stick with it as definitely not a hopped up kind of air without an assured maximum it is. " radio, but a completely new medium. audience. This won't do because those Strangely enough, while you Radio, in its "feature" days, other media are far from standing still. would think the sight of the actors could ask its sponsor to bear with it, Color has come to newspapers as and their actions on the screen, while it built the audience to its well as television. Now people are along with their familiar voices, peak, and then stay with it, in order beginning to forecast a new kind of would give the performance far greater to reap the benefits of the audience newspaper, an electronic one, deliver- reality, in actual fact it did not work it has built. ing its news - and possibly its out this way. The television sponsor, for his advertisements - over an electronic In radio-take drama for example- part, must be sure of a major audience device something like a teletype all that was required in an actor (or before he dare bankroll the show. called "facsimile." Then what? other performer) was that he or she He must see that it is promoted to The wonders of satellite trans- would sound like the character the hilt, to keep the viewers on his mission are following hard in the portrayed. Television opened a whole channel. (He is usually more con- wake of the coming of color. But is it new vista, in that your TV actor not cerned about the number of people TV's intention to send the same only has to sound like the character who are not exposed to his com- programs, the same commentators, but look like him as well. mercials than the numbers that are). the same sportcasts, the same dramas In addition to this, there is a And then, when he feels the show and the same movies out into space, psychological difference in the two has reached its potential, he decides when the whole world is its prime broadcast media. there is no place to go but down and viewing aree? They did it with color. With radio, there is no yardstick cancels or at least fails to renew. Is there any hope that the satellites available for the purpose of com- Because of its phenomenally will make a difference? parison. They might at times air a high cost per program, although it is drama adapted from a book or a short often amazingly low per viewer, he Continued on page 29

CB/JUNE 1968 27 ETV

Ontario opposition leader charges American monopoly

TV TENDERING that created a virtual trade catalogue offerings, and the "Unreasonable lead times should monopoly for a U.S. based firm to system as a whole is the basis for not be set, of such a nature as to supply equipment for a Canadian ETV license issuance. effectively preclude Canadian industry station raised the ire of the Ontario "The approval of the Canadian from competing. There is also a good Liberal Leader. Robert F. Nixon voiced Radio -Television Commission is not case to be made out for an independ- strong criticism in the legislature required for such kinds of transmis- ent technical advisory panel to the against the granting of a license to sion as 2500 Megahertz broadcasting, Ontario Department of Education in the London Board of Education for a which cannot be picked up by the this developmental area," he said. new instructional TV station, because, general public with normal receiving he said, the transmitter will be of apparatus. Deadline may hamper American manufacture. "Even though public funds are Canadian bids In objecting to the methods em- involved, instructional television is Canadian electronics firms still have ployed in awarding the contract for classed, like police or fire department an opportunity to bid on the equipment the transmitter to the U.S. based systems, as 'Private/Commercial' for the London station, I.R. Sanderson, company, the opposition chief said under the Radio Act regulations." of the London Board of Education, told public tendering has long been the Nixon added that "this pattern of the Toronto Globe & Mail, but the accepted method of ensuring fairness practice means that public tendering short deadline for delivery might in the commitment of public money must precede the submission of a prevent them from qualifying. to projects, and other things being license application to the DOT. In the Sanderson said "when we call for equal, public money should support case of the London station, this was tenders, we don't call for Jerrold the employment of Canadian workers not done, since several of the Cana- equipment. The specifications will be in industry. dian firms indicated they could not laid out and I expect they will be Nixon noted that on April 25, meet the March 1969 on -air date Jerrold or equivalent, and it's possible the DOT a proposed. 1968, issued Letter of there will be a bid by a Canadian firm. Approval authorizing the London "This has resulted in a virtual "If there is, and it is lower," he Board of Education to operate a four - monopoly for Jerrold Electronics added, "the Board will recommend use channel instructional television fixed (Canada) Ltd., which markets the of the Canadian equipment to the system to serve London area schools. American equipment of Jerrold Corp., Department of Transport." But he "The license is issued in Philadelphia, Pa. strict noted the probability of a three -months accordance with the technical brief "Jerrold equipment is excellent," deadline for delivery might hamper submitted to the DOT and any depar- Nixon stated, "but Canadian manufac- Canadian firms to meet the require- ture from the specific equipment listed turers feel they too could meet the ments. in in a that brief will result revocation stringent technical specifications, Sanderson claimed there has been of the license," he said. given a little more time in which to no Canadian market for 2500 Mega- Although public tenders would be set up facilities. hertz TV equipment, which the London for he felt was a called shortly, this "The short lead-time and impos- station requires, and he said "there mere formality, since only one firm sible deadlines are reckoned from will not be a large market for years" selling American equipment was in a December 1967, the date when the as he disputed Nixon's earlier state- position to tender, and, in fact, its industry finally gave its approval to ment of "a multi -million dollar equipment had already been accepted DOT Standard Radio S'ystem Plan 300, market." as the basis the license. of which covers this equipment." He said the cost of the equipment (transmitter) is about $50,000, and American Ground rules needed monopoly "there isn't a multi -million dollar "In the ,practice of the broadcast In his statement issued to the press, market in Canada, and there never industry," he said, "it is usual for an Nixon said that "the London system will be if we don't have a pilot project applicant to engage a firm of consult- is only the third of its kind in Canada, going first." ing engineers to survey the area, and is the first in Ontario. The time is Sanderson said it will be years propose and assemble a system and therefore appropriate to lay down the before a Canadian manufacturer could prepare the technical brief on the ground rules for prior public tendering, come up with equipment competitive basis of which the license is issued and the encouragement of Canadian with U.S. equipment. "They couldn't or refused. These consultants assem- industry in this multi -million dollar get within 200 per cent of what U.S. ble a system piece by piece, from market. firms can do," he added.

28 CB/JUNE 1968 Is yesterday really dead? Continued from page 27

independence Programming trails the field seasoned showmen on its staff, should ing this programming current programming it not then, and only then, offer it for under most of the If the media of broadcasting, both of its spots on sponsorship, just as it does its eleven systems. It sells most radio and television, will examine so sponsor o'clock news? But, when the contract a run -of -schedule basis, their consciences, they will find that impossible. ends, is there any valid reason why interference is virtually they have not kept pace with the at some it should yank the program, any more But, as has been expounded developments, both technical and radio has seen that it would pull its major newscast? length in this article, otherwise, which surround them. of the programs Should any vestige of control lie in fit to remove most programming depart- replacing them It is in their the hands of an advertiser or his from its schedules, lies, in- ments that the deficiency agency, when neither is a showman, with somewhat depersonalized because just as Amos 'n' Andy was a neither is really equipped to stand formation services, so the sponsors would not fine show in its day, it fit in judgment. are happy, provided the station's in its old intothe pattern of today By the same token, when a show sales representative can come up with production form. Whether present becomes offensive or in some other the requisite numbers. of making the done in personnel is capable way undesirable to the station, One thing radio has point, but there changes is beside the shouldn't that station's experts be in making this change is to replace are programs and program structures regularly tuned a position to take it off the air, even programs that people need to be rebuilt, if not com- don't which though the sponsor is completely in with others they just demolished. This notwith- pletely satisfied? tune out. standing the fact that TV has been Maybe the current crop of pro- few years. going only a relatively experts is not qualified to duction The age of change assume this responsibility. Most of from the Programs belong to broadcasters the showmanship on which broad- Today's youth is crying is an age of change. Is it such an outlandish thought that casting was built has long since rooftops that this In many respects youth is so right. a television station must eventually moved into the sales department. The only thing is let's not just make own and control its own shows? Maybe it is time to push it back into an age of change, kids, but rather Having established its own variety the studios. it achiev- an age of change for the better. or dramatic program, chosen by the Radio has come close to

BEST WISHES

ON THE LAUNCH OF THE S.S. CANADIAN BROADCASTER NEW MONTHLY VOYAGE SKIPPERED BY DICK LEWIS

CFRN-TV RADIOFM STEREO SUNWAPTA BROADCASTING LIMITED EDMONTON

CB/JUNE 1968 29 Public relations firms become offshoots of many advertising agencies by James Montagnes

"PUBLIC RELATIONS is merchandis- relations has been defined as the thing a client desires, according to ing of an image, either corporate collective effort of any group to win Robert M. Campbell, vice-president product or personal, with a con- the understanding and esteem of and assistant to the president of tribution towards selling of mer- people, by its conduct to deserve Paul, Phelan & Perry Ltd., Toronto. chandise or a service." that esteem and by its communicat- ''We try to help in anything our This is the way Jack Shayne, ions to maintain it. clients require, but we do not encour- vice-president of The Public Relations "This implies that public re- age public relations operations. We Board of Canada, Toronto, defined the lations comprises a great variety of recommend public relations con- subject. A graduate of the sales end tasks. Its operations are not as sultants to our clients who need of a number of organizations, he feels clearly defined as those of many basically that type of work, rather than strongly that public relations is a longer established vocations. More- advertising as such. We do not plan major part of marketing, and will be- over, public relations does not depend to develop into a public relations come increasingly so in the years solely on techniques that can be agency," he said. ahead. described in a book. Public relations

"More marketing -oriented people is partly a 'philosophy', a perspective Major growth for agency are needed in public relations," said in thinking about things. The develop- the E.A. Cowan, president of Carleton ment of the 'public relations point of "Public relations is the major growth Cowan Public Relations Ltd., Toronto. view', which comes more readily to area for the advertising agency," "The field is now dominated by news- others, is perhaps only gained said Will B. Prentice, vice-president paper -oriented people, not trained through time and experience." and Toronto manager of Canadian marketers." It is generally felt that public Advertising Agency Ltd., one of the "A good public relations person relations is the fastest growing oldest in Canada. "It is part of the a a good must be good reporter and sector of the Canadian advertising marketing function. There will be a marketer," stated Frank Duckworth, agency field. How it should grow decided increase in fees for public president of Rapport Public Relations varies from agency to agency. relations work in the next five years. Ltd., Toronto. "He or she must know There are those who, like Dave Currently our rates are not as high company objectives, be able to talk Farrell of Batten, Barton, Durstine as in the United States. Even com- the same language as the corporate & Osborn Inc., Toronto, feel that pared with the United Kingdom and client." clients should be referred to public European public relations practition- And the Canadian Public Relations relations firms, that an advertising ers, Canadians are underpaid." Society, Inc., points out in its agency should not be in the public Canadian advertising agencies occupational guide to those interested relations field. over the past two decades were in choosing public relations as a On the other hand, an advertising forced into the public relations career that "the practice of public agency should be available for any- field by client demands. At first

30 CB/JUNE 1968 services were mainly publicity re- if required." public relations firms are going to leases for media and were supplied Like some of the other public specialize more and more in various free by the agencies. But as the relations firms which are affiliated facets of the business and labor demand became greater and more and with an advertising agency, Rapport world. There will be public relations more staff of specialists were re- Public Relations splits its operating firms for trade organizations, labor quired, agencies began charging fees. costs with its affiliate, Baker Adver- unions, financial firms, even minority Toronto. The two firms groups. In recent years the public tising Ltd., in plans to generalize relations departments of some occupy space on separate floors Duckworth costs through needing public agencies have become so large and the same building, share for any organizations on switchboard, work and for the growing the fees so numerous that it was a holding company relations equipment, firms who have a con- decided to form separate firms to accounting, duplicating number of and some respons- handle this outgrowth of the agency film and recording services sciousness of their social is rented business. clerical operations. Time ibilities. use of - Today some of these public by each partner for jointly relations firms are affiliated with owned studios, film laboratory, Courses in PR other services. advertising agencies and others are auditioning rooms and As public relations work increases, company operating this operated entirely apart from the Another opportunities in the field are growing. is The Public Relations Board of parent firm, without any financial way In the fiscal year 1966-67 the with Muter, Culiner, connections. In addition a number of Canada, affiliated Canadian Public Relations Society's Gould, Toronto. companies have come into being Frankfurter & Toronto branch had 93 applications relations executives which have no connection with an All public registered for young people wanting are of the opinion that advertising agency. interviewed work, while many more inquired about the field will grow very rapidly in Public & Industrial Relations, career opportunities. Forty-four of Ed Cowan forecast Toronto, which claims to be the the next decade. the applications were interviewed will grow with middle industry, largest firm of its type in Canada, that it and 15 placed in suitable jobs, secondary industries, who need trade began as a department of Vickers & according to Pat Martin of Rapport a modicum of advertising, Benson Ltd., Montreal, 22 years ago. publicity, Public Relations, the Society's place- straight public relations, and more Today it is a separate operation, ment representative for the past four marketing oriented services. according to Gerald Brown, its years. In the 1967-68 fiscal year, president. "We now work with many registered More emphasis on marketing there were 102 applicants advertising agencies, do jobs for for work and 12 were placed in jobs. adver- small and large clients," he said. Jack Shayne felt that as more Community colleges in Ontario Carleton Cowan Public Relations tising agencies switch over to a fee have initiated public relations courses is one of the more recent offshoots basis, instead of the now almost to turn out public relations techni- of an advertising agency, having universal 15 per cent commission cians. Pat Martin feels that the been formed earlier this year from from media, there will be a growth of present public relations organizations the public relations section of public relations functions among will not be able to absorb all MacLaren Advertising Co. Ltd., agencies. the graduates of these community Toronto. It does about a third of its "Advertising and marketing will colleges. business with its parent company. then come under one organization He and other public relations "We are able to go after com- and the advertising agency of today executives interviewed feel that petitive accounts with all our own will become a marketing advisory these graduates should have some services now that we have separated;' service, with specialists in each years of experience before entering Ed Cowan explained. "We are a field, just as in a medical clinic public relations firms. This should be specialized public relations firm today," Shayne explained. "There will in media doing writing, learning the with our own small advertising be complete teamwork in all marketing actual techniques of the broadcast department to supply the needs of aspects on one fee basis. This will and print media, while also gaining promotion and advertising services. give complete service to a client." some marketing and sales experience. We can place advertising for non- Another viewpoint is that of competitive clients through MacLaren Frank Duckworth who forecast that Continued on page 33

CB/JUNE 1968 31 And now a word from our sponsor

Plagiarists rush in where creative men have trod

by Jerry Goodis President, Goodis, Goldberg, Soren Ltd.

LOW PIRACY on the high seas of say: "Carl, will you please do some- agencies imitate it. Primary result: an advertising makes me as furious as thing about this because it stinks; it instant fad. Secondary result: dissi- any 17th century admiral. The pirates drags the whole industry down." pation of impact. When everybody is are plagiarists and, given a chance, Are we in advertising so bankrupt dressed in grey, nobody stands out in I'd hang 'em all from the yard -arm (and so barren, such creative eunuchs? the crowd. You can prick a man's hand free their captive clients). Haven't we got enough juice in us to 999 times and it hurts, but on the A plagiarist not only reaps come up with original lines? Some- thousandth time he won't feel it benefits from another man's idea-he thing is awfully wrong because today at all. also waters down the impact of the there is advertising plagiarism every- For a while it seemed that every idea itself. Greb Shoes, for example, where. second commercial had the phrase, has a slogan: "If you want barefoot CBC, that stately three -master, is "Would you believe..." That started comfort, put yourself in our shoes". running promotions for the Russ as a very funny story in a TV come- Recently one of the big catalogues Thompson Show that claim it has the dian's material, then was perpetuated printed a line for another brand: "If best music, the best guests, the best as a running gag in Get Smart. you want barefoot comfort, these are announcer. A voice asks: "How do And then certain advertising the shoes for you". They'd twisted it you know we have the best? Have I copywriters-barren like court eunuchs a little, so maybe we can't sue them. ever lied to you before?" We created -got in on the act. The first time But they did pirate our creative idea that line for a commercial for Borg might have been acceptable: it may and watered down its value to us. That Fabrics two years ago. have made a product seem contempo- catalogue should have a skull and Perhaps you think they're paying rary, hip to the latest fad. But the crossbones on its cover. I'd like to a compliment to our commercials by second and third and fourth products load the cannons with hobnails and copying its punchline. Well, I don't to use the line gained all the impact rake it stem to stern. want that kind of compliment; better of a hardflung marshmallow. Why does the advertising industry they should give me a gold cup. Their The Olympic Games could launch breed so many copycats? the Are theft dissipates our efforts. I don't a new contest which agency men pressures to produce too great for want a client calling up-as he legiti- would win every time: the Great some people? If so, they should shave mately could-to say: "There's a Bandwagon Leap. or get out of the bathroom (as Fred second message on the airwaves using An agency owes it to its clients Gardiner once said); because all our line. You'd better take our commer- to be fresh because people respond to they're doing right now is steaming cial off the air." So I ask the CBC fresh new ideas, not to tired old ones. the mirror. now: "Get that damned thing the off I admit that we, like others, were There's a Lawnboy commercial on air, please." influenced in our corporate puberty by the air which contains a direct lift In 1968 plagiarism is rising up the giants in the industry. Painters, as from something Carl Ally once wrote like mud to engulf us. There is a they are growing up, might imitate for Volvo. That makes me sick; I'm Molson beer commercial that is a Rembrandt and young violinists might going to tell Carl about it and he is direct lift from a record called You want to sound like Heifitz for a while. just the guy who will hire a lawyer Don't Have to be Jewish. The agency But eventua I ly the rea I artist, the and sue Outboard Marine and the tired that created that ad should be kicked real professional, develops his own agency which created-recreated!-this in the groin, and then fired. Because style and techniques and brings his ad. they are paid good money to create own freshness, his genuine person- Maybe the advertising manager of original material. ality into the foreground. Today I'll Lawnboy doesn't know that the ad has When somebody writes a book, the gladly pay to hear Glenn Gould, even lifted material-although it would publisher doesn't want a rehash of though I imagine he copied famous amaze me that an executive could Gone with the Wind. He wants some- pianists when he was eight years old. keep his job in advertising and not thing original so people can buy it and But some of our agencies who are know what's going on in the industry. learn something new. That's the whole about 100 years old don't have the And if he does know that it is lifted rule of life; learn something new, do excuse of puberty. If they and others (the line about "Cheaper than Psychi- something new, have a fresh experi- are lifting ideas from the giants of the atry') then he is an accessory to the ence. industry, it must mean they are tired crime. Another tendency I that deplore and creatively bankrupt. If they lift If a client is aware that a line is in this business is close to plagiar- ideas then they are plagiarists and stolen, he should fire the agency. I'm ism. Every time a bright agency finds plagiarists are pirates and they should going to send and a fresh new approach, this column to Ally half the other all be swept from the seas.

32 CB/JUNE 1968 Continued from page 31 'fflI I v vr r,rJA Gerald Brown said that his firm has taken arts or commerce and finance graduates out of university without any media experience, but prefers to take people who have had a few years experience in the public relations departments of industrial or financial firms. Media men, he felt, were at a disadvantage without public relations training. Bob Campbell was of the opinion that young people wanting to enter GET public relations as a career must have a facility for newspaper writing, INTO OUR have a nose for news, and good training. Frank Duckworth pointed out that when he was going to Assumption BAG College at Windsor, Ontario, he determined to go into public relations work as a career. He prepared for BABY this by working on small and large newspapers, weeklies, radio and television stations right across Canada, including some years at the Our CFCF-TV, Montreal Shopping Canadian Broadcasting Corporation, CJOY Guelph, and CFCN Calgary. t Bag. It's too much. Groove with a Then he joined the public relations firm of Tisdall, Clark & Lesly Ltd., campaign on our air and we drop Toronto, before beginning his own your product in the bag. Then we firm, now Rapport Public Relations. Jack Shayne said that opportun- give a whole lot of bags away- ities will be greater for professionally trained individuals who should plan delivered to households, at taping their education towards that end. They should know what it is to sessions and special events. You produce, to market, to make a profit, com- and they should have a business get included in five sampling background. He felt there were more mercials per week-complete with opportunities for younger people in agencies with the larger advertising color slides of your product and a public relations departments. Smaller agencies were a better training real boss message. FREE. (We come school since there were more op- portunities to take part in a wider on like the diggers). So whatever variety of operations. However, it was not always economically possible your thing-toothpaste, detergents, for small agencies to take on in- cereal, deodorant or soft drinks- experienced people. Work in public relations firms here's a groovy way to supplement ranges all the way from doing pub- licity releases for print and broadcast your campaign, like those adver- media on personnel promotions to arranging store openings and press tising cats say. Do your own thing conferences, from arranging promotion get for television shows sponsored by a in our bag, baby, and you'll consumer product manufacturer to results. Would we put you on? arranging for retail store outlets for a nationally advertised product. Salaries range from $5,000 a Ask your All -Canada, man. year for beginners to $25,000 or more for topflight executives, whether with the public relations sections of advertising agencies or of affiliated or wholly separated public relations firms. The opportunities are good, the job openings for inexperienced people few, while the competition for experienced personnel is fierce.

CB/JUNE 1968 33 Marcel Ouimet TV Commercials Festival succeeds Hallman as CBC v.p. programming

MARCEL OUIMET, 53, of Ottawa has been appointed to the post of CBC vice-president, programming, succeed- ing Eugene S. Hallman, whose appoint- V & B Wins Again! ment as vice-president and general manager, English network broadcasting was announced in our last issue. The top award, a gold BESSY, at du Québec des Maladies du Ouimet, who has been vice- the sixth annual Canadian Tele- Coeur. president and general manager, French vision Commercials Festival, BESSY awards for notable network broadcasting, will continue to was won by Vickers & Benson commercials: make his headquarters in Ottawa. Ltd. for their production of English (national): (1) He will take over his new duties "Bucket", rated as the best "Home heat army", Cockfield, on July 1. commercial in the Festival. Brown & Co. Ltd., for Imperial Produced by V&B for the Oil Limited; (2) "Interviewer", ANNOUNCEMENT Construction Safety Association Baker Advertising Ltd., for of Ontario, "Bucket" was the Yardley of London (Canada) Ltd.; MacLaren Appointment brain -child of Terry O'Malley, (3) "Candlelight", Needham, V&B creative director, aided by Harper & Steers of Canada Ltd., Jack Bush, now associate for Lever Bros. Ltd. creative director for the Montreal French (national): (1) "Audio office of the agency. It was Kick", McConnell, Eastman Ltd., filmed by Lesser Studios Ltd., for Sanyo Electronic Trading Co. Toronto. Ltd.; (2) "Famille", and (3) The other top awards, "Mille Baisers", both by BCP presented by the co-sponsors, Publicité Ltée. for N. Bourassa the Broadcast Executives Society Ltée. and the Television Bureau of In the English (local) cate- Canada, were presented in four gory, markets under 100,000: categories each. "Mission Improbable", CKWS-TV TvB Rose Bowls, for out- Kingston, Ont. for Carl's Place standing commercials: Ltd. of Kingston. For markets 100,000-500,000: "Cowboy", by English (national): "Father Goodis, Goldberg, Soren Ltd. for and Son", Doyle, Dane, Bern- Greb Shoes Ltd., Kitchener, Ont. bach (Canada) Ltd., for Fry - For markets more than 500,000: Ltd. Cadbury "Lunch", by Foster Advertising English (local): "Little Ltd. for The Jockey Club of Boy", F.H. Hayhurst Co. Ltd., Ontario. Vancouver, for the local area In the French (local) cate- I. E. COLEMAN United Appeal campaign. gory, markets under 350,000: French (national): "Le The appointment of I. E. Coleman Thé- "Une famille magasine chez as Vice President and Treasurer âtre ', J. Walter Thompson Co. Pollack", CKTM-TV Trois- is announced by G. G. Sinclair, Ltd. for Pepsi -Cola President of MacLaren Advertising Canada Ltd. Rivières, for Pollack Ltée. For Co., Limited. Mr. Coleman has had French (local): "Fondation markets over 350,000: "Securité eleven years experience in advertis- des Maladies du Coeur", JPL routière ', JPL Productions Inc., ing agency financial management in the United States. Productions Inc., for Fondation for Télé -Metropole Corp.

GROUP ONE ATLANTIC BEST RADIO BUY IN NOVA SCOTIA

8 STATIONS - GNE ORDER

GROUP ONE % OF HALIFAX % OF SYDNEY ATLANTIC % OF BALANCE OF % OF PROV. 6 COUNTY PROV. GLACE BAY PROV. PROVINCE PROV. POW 367,700 49 246,900 33 55.300 7 88.100 11 HH 89.000 49 57.300 31 12,400 8 22.600 12 RS 301.212.000 40 288.426,000 39 77, 535.000 10 81.617.000 11 OM 503.470,000 45 402.138.000 36 91.484.000 8 124,374.000 11 FS 72.976.000 38 74.151.000 38 21.881,000 11 24.713.000 13 GROUP ONE RADIO LIMITED MONTREAL TORONTO WINNIPEG VANCOUVER 932-8351 923-0919 942-1892 682-6391

34 CB/JUNE 1968 Radio Commercials Festival

JACK C. McGILL, vice- president, Imperial Tobacco (Ontario) Ltd., and immediate past president of the Cana- dian Advertising Advisory Board, has been named chair- man of the Sixth Canadian Radio Commercials Festival, set for the Inn on the Park, Toronto, Wednesday, October 30. His appointment was announced jointly by Frank C. Buckley, president of the Broadcast Executives Society, and Cedric P. Haynes, presi- dent of the Radio Sales Bureau, whose groups have co -sponsored the event since its inception in 1963. McGill said that last year's Festival attracted a record attendance and drew more than 700 entries. "I am confident that we can exceed these marks this year," he said, The Account Executive "based on our preliminary program plans. I am particularly eager to see an increase in French -language entries." who discovered Allan Slaight, president and managing director of that the WINNIPEG market Stephens & Towndrow Co. Ltd., will chair the Program Committee, with Peter Harricks of RSB as co-chairman, is equal to Robert L. Simpson of Foote, Cone & Belding Ltd. will again chair the Promotion and Publicity Committee, with Larry Kitchener, Waterloo and London of RSB as co-chairman. Heywood combined PMRS honors Jack Graydon

"RETAIL SALES - are the only true test of market potential"...this i, the philosophy of the aggressive marketers (...not the follow -the -crowd group who refuse to look beyond their own perimeters). This is why more and more Account Executives are taking a long, fresh look at bourgeoning Winnipeg. In total retail sales, Winnipeg tops Ottawa, Hamilton, London -Kitchener-Waterloo and Sudbury - Kingston -Kitchener -Waterloo with a whopping $698,780,000 annual expenditure.* Getting down to specifics, Winnipeg tops these "Must Buy" Ontario markets in Food Sales, General Merchandise Sales, Gas stations, Lumber -Building - Hardware and other diverse products. Hard to believe' Take a long hard look at your marketing data. There's HONORED FOR HIS SERVICE and contribution to the field of the proof... marketing research, for almost 35 years, Jack F. Graydon, left, received an embossed scroll from the Professional Marketing Research Society, presented by Keith Bull, C -JAY -TV will president, who is marketing research manager for the Toronto Daily Star. carry your product C -JAY -TV Graydon, currently chairman of Canadian Facts Ltd., right the rich heart to CHANNEL is a founding member and a past president of PMRS. He of this market came to Canada from the U.S. in 1934 to organize the Canadian branch for a major U.S. ad agency. In 1940 he Put your dollars where you receive im- helped found Canadian Facts, later becoming principal pact and full coverage...C-JAY-TV. shareholder and rising to the post of president, which he C -JAY -TV reaches the fourth largest retained for 22 years, until he became chairman in 1965. concentration of consumers in Canada. C -JAY -TV carries all CTV Besides his activity in the PMRS, Graydon was a network shows as well as provid- WINNIPEG founding member of Toronto Chapter, AMA, of which he was ing local flavour tuned to the tirsi in the 4th Market president in 1950, and is a member of the Sales Research local sales picture. Club, and the Toronto Advertising & Sales Club. In 1949 he 'Statistical data derived from Sales chaired the first course in marketing research jointly Management, lune 10th, 1967. sponsored by the ASC, AMA and University of Toronto.

CB/JUNE 1968 35 Switch of control for Saskatchewan TV outlets may open door for CBC

APPROVAL OF A SHARE TRANSFER by affairs. The CRTC has adopted a member to G. Ross Sneath of Regina, the CRTC, switching control of CHRE- policy, set by its predecessor, the for one year. Sneath would act as a TV Regina and CHAB-TV Moose Jaw BBG, in 1966, that no person or group representative of CHAB Ltd. on the to Moffat Broadcasting Ltd. and shall control more than one station CTV board of directors during this Randall Moffat, company president, along the network, to ensure that period. may open the door for the CBC to there will be no controlling interest Subject to Sneath holding these purchase its first television stations in the network. duties for the one-year term, and to in Saskatchewan. The problem in the Moffat Broad- ;he sale of the stations being com- The Commission's approval stipu- casting proposal was that this pleted within this same time, the lated that Moffat Broadcasting must company has held a 50 per cent inter- CRTC approved the transaction. find another purchaser for the two est in CJAY-TV Winnipeg, another CTV The CBC has been anxious to stations within a year or their station, since 1960. establish its own TV station or licenses would be automatically At the hearing, Randall Moffat stations in Saskatchewan, where it revoked. promised that his company would has none at present, and Ron C. CHRE-TV and CHAB-TV, owned by divest itself of the Moose Jaw and Fraser, CBC vice-president, corporate Jack D. Moffat, uncle of Randall Regina stations within a year if the affairs, said the corporation would be Moffat, are members of the privately - transfer was approved. He also said interested in opening immediate dis- owned CTV network, and this led to the voting shares in CTV assigned to cussion with Moffat Broadcasting on special conditions being attached to the two stations could be held in trust the purchase of the two stations if the the sale, which had a price tag of by a person acceptable to the CRTC CRTC approved the first sale. $815,000. during this one year period. He said that without an oppor- The CTV network is owned by its In announcing its decision, the tunity to buy up the Regina and Moose affiliate stations and each station has CRTC said Moffat Broadcasting has Jaw stations it might take another 15 an equal number of voting shares to agreed to transfer its rights, powers, years for the corporation to get into enable it to have a voice in network duties and obligations as a CTV Saskatchewan.

Chaplin chides commercial cut -ins

CJBQ RADIO AN AGENCY'S OBLIGATION to a client tation of TV advertising, he said-the is to try and exercise control over the content of the commercial particularly LIVELY placement of television commercials, with reference to how its content fits especially in feature films, to avoid in with its location in conjunction ACTIVE annoyance and resentment against the with a TV serial or a feature film, and, sponsor's product. the proper placement of the commercial COMMUNITY Commercial insertions should not itself. be measured by the RADIO clock, but, instead, Chaplin, who chaired a CAB stations should be asked to make committee to improve film presentation presentations at fade-outs or dissolves, standards, 1965-66, said "the best WELCOMED and very definitely not in the middle and really the only way to accomplish NINE HUNDRED AND TWENTY of a scene, which will only annoy the proper placing of commercials is by TWO THOUSAND, ONE HUNDRED viewer, Charles S. Chaplin, vice- the agency or the advertiser, AND SIXTY TWO or both, president and Canadian general man- VACATIONERS complaining bitterly to stations which ager, Warner Bros. -Seven Arts Ltd. FROM THE UNITED STATES, ignore the common sense approach of told ONTARIO AND QUEBEC, WHO the Advertisers Guild of Canada, trying to present commercials so that at the VISITED Boulevard Club in Toronto. they will at least be accepted, and PROVINCIAL PARKS IN Speaking on "Advertising and watched without resentment." QUINTE COUNTRY IN 1967 Programming for Maximum Results in Noting that "feature films are Television", Chaplin disagreed with seen by a larger percentage of viewers ex-CBC president Alphonse Ouimet's than any other type of programming," recent statement that we have become TRULY Chaplin said he was positive that accustomed to disagreeable adver- THE VOICE OF THE any advertiser who will arrange to tising. "I say we have not, and never BAY OF QUINTE sponsor a feature film, either on the will, become accustomed to or accept BELLEVILLE AND local or national level, must get disagreeable forms of advertising. The steady viewer results that will justify TRENTON, ONT. public will continue to resent the kind his advertising expense. of advertising that treats the adult "But," he repeated, "the features viewer as though he were a moron," ask Major Market Broadcasters he said. must be of good quality and the commercials presented The onus rests entirely with two in a palatable manner." phases in connection with the presen-

36 CB/JUNE 1968 You bet I do! Summer or winter ... I'm still the best in the Quebec city market to demonstrate and sell your products to my ever faithful followers.

Don't be shy I I'm not Let's get together and have a ball moving your products off retailers' shelves. MY PERCENTAGE OF VIEWING AUDIENCE (Nielsen Broadcast Index) March '68 August '67 8:00 AM - 12 :00 80% 87% 12:00 - 4:00 60% 59% 4:00 - 6:00 69% 70% 6 :00 - 8 :00 67% 71% CFCM-TV ': CKMI-TV 8 :00 - 10 :00 59% 67% 10 :00 - 12 :00 55% 61% TELEVISION DE QUEBEC (CANADA] LTEE See my reps and make a date now. QUEBEC CITY

TORONTO Ltd. MONTREAL CFCM-TV (French) Announcements only: Hardy Radio & Television WINNIPEG VANCOUVER TORONTO CFCM-TV (French) Programs only: Paul L'Anglais Inc. MONTREAL NEW -YORK CHICAGO CFCM-TV (French) Programs and announcements: Forjoe-TV Inc. SAN FRANCISCO CKMI-TV (English) LOS ANGELES TORONTO MONTREAL CKMI-TV (English) Programs and announcements: Hardy Radio & Television Ltd. WINNIPEG VANCOUVER CN/CP Telecommunications Broadband Exchange Service Initial System

Montreal

Main Exchange Hamilton Toronto Stalellile Exchanges To United States London via Western Union System

Broadband Exchange Service emerges as prime news carrier for 34 radio stations

INSTANTANEOUS COMMUNICATIONS puters and analogue data which is one of Broadband's particular across Canada have drawn over 100 includes facsimile and conversation. features, and voice reproduction is subscribers to Broadband Exchange The major advantage is the speed unbelievably clear. A Voice/Data set, Service in its six months of operation of Broadband's transmission facilities, with ten push -buttons, much like a marked last month. Operated by Cana- which is why the system is particularly touch-tone telephone, is the Broadband dian National -Canadian Pacific Tele- well -suited to the broadcast industry. control centre. communications, it is known as The 4 kcs. bandwidth is presently Before Broadband was introduced, Canada's fastest communications sys- being used, but the wider the band- a long-distance call meant dialing 13 tem, operated on a pay -as -you -use width the higher the quality of trans- digits, and took 16 seconds. With basis for data transmission. mission. Broadband's subset, seven digits are Each of the more than 100 sub- selected by push-button, with the time in Up to words a scribers industry and business has 51,000 minute for placing a cross -Canada call only two or more terminals and Broadband On the 4 kcs. bandwidth it is possible 3.5 seconds. even has three radio groups operating to transmit paper tape at 2,000 words The Voice/Data set is used to as networks with 34 individual per minute, punched cards, magnetic make contact and the initial voice stations linked together for news tape and marksense card data at 3,000 communication. A push-button switches service. This represents some 250 words per minute. As higher band- from voice to data transmission. Broadband installations, coast to widths become available, transmission Abbreviated keying is also available, coast. speeds will increase dramatically, with assignment of two -digit numbers First system of its kind in Can- and the 48 kcs. bandwidth will provide to establish even faster contact with ada, Broadband enables subscribers for transmission at the rate of 51,000 up to 90 of a subscriber's most - to exchange intelligence in many words per minute. This is almost 50 frequently called numbers. forms including magnetic tape, paper times faster than the present trans- tape, punched cards, marksense cards, mission rate of up to 1,100 words per Saves time and money facsimile and high-speed minute teleprinter. on conventional switched Unlike other systems, Broadband uses Broadband circuits networks. accommodate digi- separate paths for sending and receiv- tal data such as that used by com- The high quality of transmission ing, and because it operates on a full 38 CB/JUNE 1968 _I includes million. Four main switching centres duplex basis, subscribers can send Ltd. and Associated Stations, CHED Edmonton, CKKL are located in Montreal, Toronto, and receive intelligence simultane- CFRA Ottawa, CKY Winni- Winnipeg and Vancouver. Satellite ously, cutting line time and costs in Calgary; CKLG Vancouver, connect five additional half. peg, CJCH Halifax, all using CHUM's exchanges Edmonton, Calgary, London, And the costs are surprisingly Ottawa news bureau. CHUM Toronto cities: for Hamilton and Ottawa. low, since Broadband is operated on a initially used Broadband service, pay -as -you -use basis. A subscriber's the two recent political conventions, ANNOUNCEMENT connection to Broadband costs only but as it has its own direct line to $100 per month. Toll charges are Ottawa, it has since dropped the APPOINTED PRESIDENT calculated on the distance called, the Broadband service. bandwidth used, and the length of time Standard Broadcast Productions on the line. For instance, it costs just makes the most frequent use of ten cents for a 60 -second transmission Broadband for distribution of news to on the 4 kcs. bandwidth, from Montreal its affiliated stations, 18 times daily, to Toronto. And Toronto to Vancouver 16 times on Saturday and Sunday. one -minute calls are only 50 cents. Every hour, at 20 minutes before the For subscribers who require in- hour, a new tape is prepared at the stant Hot Line communication with Toronto headquarters of Standard, another subscriber, they just lift the containing items of national interest. receiver and are connected-in two The tape is transmitted simultaneously seconds. Manual or pre-set conference via Broadband to all member stations, calls are also possible. A manual where it is received on atape recorder, conference is set up by a Broadband turned on automatically by Broadband's operator, who makes the connection unattended operation. All or portions for the subscriber and then the confer- of the tape can then be used by the ence is underway. The pre-set confer- individual stations on their hourly ence automatically establishes con- newscasts. nections to a pre -determined number All these stations are presently JACQUES -M. GOULET of stations all under the subscriber's served by the 4 kcs. bandwidth, but control. Broadband eventually will offer 8, 16 The Board of Directors of CKAC Ltée, Industrial and business applica- and 48 kcs. bandwidths, with the 16 Montreal announces the appointment tions enable immediate contact with kcs. channel planned especially for of Jacques -M. Goulet as President of branch offices, and Broadband also hi-fi program transmission and fac- the Company retaining his post of offers special security and screening simile. General Manager. features to enable formation of All network transmission is made Mr. Goulet has a vast experience in security -conscious networks within an over the existing CNT -CPT transconti- Advertising and Broadcasting as he for organization. Access to these net- nental microwave system, known as was associated with The Gazette several years before becoming Com- works is electronically denied to other super highway '. Inter- the "aerial mercial Manager of CKCV, Quebec. In subscribers, making possible the points connections are available with 1967, he became Commercial Manager the most confidential transmission of served by Western Union Broadband in of CKAC and subsequently General internal information, and no one else the U.S., which pioneered the service. Manager and Director of America's network can interfere with the on the The Broadband system was con- first French language station. operation. structed by CNT -CPT at a cost of $4

Participating stations Grouped together under three different RADIO HOUSE LTD. network designations, the radio HAVE PLEASURE IN ANNOUNCING stations making use of Broadband Exchange Service for their news Representation of Radio Station highlights, include Standard Broadcast Productions Ltd., Toronto, serving CFRB Toronto; CKOY Ottawa; CHNS 1110 ON THE DIAL Halifax; CKNW New Westminster; CFRN Edmonton; CFCN Calgary; CFQC Quality Music in Edmonton Saskatoon; CJAD Montreal; CHML EFFECTIVE IMMEDIATELY Hamilton; CHSJ Saint John, N.B.; in Canada. CJCB Sydney, N.S.; VOCM St. John's, Also representing the following radio stations Nfld.; CFPL London; CJOB Winnipeg; CFOX - MONTREAL - Montreal's leading "top 40" station (English). CKCK Regina; and Standard's Ottawa CFGM - TORONTO - Toronto's Modern Country station and the most news bureau. promotion minded station in Metro Toronto. Mutual Broadcast Services serves - WELLAND - Serving the most industrialized part of the Niagara Leth- CHOW its member stations at CJOC Peninsula. CFGP bridge, Alta.; CJAT Trail, B.C.; CFUN - VANCOUVER- With the new modern sound. CKRC Winnipeg; Grande Prairie, Alta.; CFAX - VICTORIA - The top station on Vancouver Island. CJVI Victoria; CFAC Calgary; CKWX Vancouver; CJCA Edmonton, CJIB Vernon, B.C.; the Ottawa News Bureau; For information call... MIKE MEZO and All -Canada Radio & Television RICK GUEST St., Toronto 7 Ltd., Toronto, which represents these radio house limited Toronto: 64 Merton Telephone 481-5101 BILL HAZELL stations. Montreal: Laurentian Hotel Telephone 878-1470 The third group, known as CHUM

CB/JUNE 1968 39 CRTC sets standard fiscal year

among decisions from first hearing

of new regulatory body

AUGUST 31 WILL BE THE DATE to stations, but the CRTC said the step made by the former BBG following a remember in the broadcast industry, is necessary to ensure that proper and similar bid made at the June 1967 from now on, since the CRTC an- up-to-date information is available to hearing. nounced their decision to establish a it in making decisions on the best use Radio C -FUN Ltd. received standard fiscal year for all stations, of broadcasting frequencies. approval to change the antenna site under regulations proposed at the All broadcasting frequencies are and increase the power from 10,000 April 23-25 public hearing. public assets, the Commission said, to 50,000 watts day and night, for Under previous regulations, sta- and it is their job to see that such CFUN Vancouver, B.C., following an tions submitted their financial returns properties are operated in the public improvement in programming. at the end of their respective fiscal interest. In also approving the application year, which varied widely from station "In discharging this function, the by Radio C -FUN Ltd. for permission to to station, often depending on the time Commission must analyze financial transfer all the issued shares of the station first went on the air. performance of broadcasters in rela- capital stock, 150 C lass "A" and 50 Under the new terms, starting in tion to their license requirements. New Class "B" to Radio Futura Ltd. (Jack 1969 all stations will be required to applications must also be related to Tietolman) owning and operating CKVL submit their financial statement within the economic situation of established Verdun, Quebec, and other minority 120 days of August 31, which has broadcasting operations as well as shareholders, the Commission said the been determined as a standard date to national and community markets," the evidence it had showed the price was mark the end of the broadcast fiscal official announcement said. arrived at without regard to the year, dating from September 1 of the proposed increase in power, which previous year. The report must be filed Two AM applications had subsequently been approved. with the commission on or before get turned down CHGB La Pocatière, Que. won December 31, each year. approval for a daytime power boost In denying the bid for a new AM For this year, in order to adjust to from 5,000 to 10,000 watts, nightime station at Milton, Ont., for a company the new schedule, the CRTC will allow to be incorporated represented by power to remain at 5,000 on 1310 kcs., stations to submit their report within Loren James Cassina, and another at DA -N. 120 days after the end of their current Burlington, Ont. for a company to be A change of antenna site was fiscal year that ends after the coming incorporated represented by Andy approved for CFDR Dartmouth, N.S. into force of the new regulations (May Bathgate, the Commission gave iden- "to provide a more effective signal", 28) and before August and, 31, 1968, tical reasons for the refusals. and approval was also given to change within 120 days after August 31, 1968. the main "Granting this application," they studio location of CKGM for the fiscal year or portion of a from said, "would result in further satura- AM -FM 1455 Drummond St., fiscal year that ends on that day. Montreal, to 1310 Greene Ave., West - tion of an area that is now served by In other words, for this year only, mount, Quebec. a large number of broadcasting if a station's fiscal year now ends on Great Lakes Broadcasting System stations, and would not add a signifi- June 30, the station will have 120 Ltd., owning and operating cant alternative to the choice of CHYM-FM days after that date to file the report Kitchener, got programs Ont. the O.K. to change for the year, and, after August 31 already being provided. past the antenna site and increase the ERP "The Commission is also con- it will have another 120 days to file a from 350 to 7,800 watts, day and cerned about the tendency for commu- second report for the period between night, EHAAT rising from 169 to 217 nity stations without a broad enough July 1 and August 31. This will bring feet. all stations up to date and able to basis of revenue to invade heavily saturated metropolitan Frontenac Broadcasting Co. Ltd. report on a standard year from Septem- areas. This in received approval to operate a standby ber 1, for 1969. turn defeats the principle of local broadcasting service." transmitter at the main studio of The CRTC proposal was original CKWS-FM Kingston, Ont., on 96.3 mcs., for a 90 -day reporting period, after the ERP watts, Other decisions 350 EHAAT 100 feet, cut-off date, but the extension to 120 omnidirectionalI. days was made after the public hearing. The bid for a power increase and Radio 1540 Ltd., licensee of CHIN The Canadian Association of change of antenna site for Capital AM -FM Toronto, operated by Johnny Broadcasters made a presentation Broadcasting System Ltd., owning and Lombardi, won approval to broadcast claiming that the proposed regulations operating CKDA Victoria, B.C. was would impose hardships on some again denied, confirming the decision Continued on page 44

40 CB/JUNE 1968 Self -enforced code of advertising ethics would benefit all concerned - Stanbury

and vital to our nationhood," he went on, A PLEA TO BROADCASTERS, adver- broadcasters, fi Irri-makers other must surely re-establish its repu- tising agencies and clients to "get businesses adjunct to broadcasting, "it tation as an incubator of talent." together and establish some objec- how the Broadcasting Act now calls tives, standards and ethics which for "programming of high standard, He felt perhaps Parliament had too much to express their common conscience," using predominantly Canadian creative forced the CBC to look was sounded by Robert Stanbury during and other resources". This, he said, advertising revenue for its subsist- the Broad- new manage- the luncheon at the Television Com- responds to the urging of ence, but hoped, with its Cana- mercials Festival at the Inn On The casting Committee to "advance ment, it will regain its old morale and by Park, Toronto. dian cultural objectives" "drawing sense of mission. Liberal Robert Stanbury, who sat in on all available creative organizations "Through entrusting it with a financing the House during the last government's and resources in the theatrical, sensible degree of long-term harassment tenure of office, and is currently musical and other artistic fields." and through a minimum of campaigning to recapture his seat, The committee had underlined and hounding," he hoped Parliament is given served as chairman of the Parliamen- especially the need for "closer "will ensure that the CBC what it was, tary Committee on Broadcasting during co-operation between broadcasters and the chance to be not only be." the framing of the 1968 Broadcasting film-makers" he said. "It also pointed but what it should Act. This he described as "a peren- out the multiple dividends which While, as he put it, "private nially political football" which "Par- would flow from enlarging the pool of broadcasters have made some contri- liament just didn't seem to want to Canadian talent. bution too, in developing and encour- drop". "These dividends," he Wid, aging Canadian talent," he forecast He said he felt a "code of adver- "will accrue no less to commercial that "they will be expected to do tising ethics, with some machinery for broadcasters, film-makers and adver- much more, in proportion to their self -enforcement, would be beneficial tisers than to other sectors of our individual circumstances," and hoped to you (broadcasters, advertisers, culture. You share the responsibility they "will invest more, not only in etc.) as well as to the public. and the challenge as well as the funds but in effort and in faith; take the talents of "It might reduce the need and potential profit," he said. more risk in utilizing CBC their fellow -Canadians." demand for proliferating government Stanbury spoke kindly of the for at the people regulation, if you can establish and as "perhaps the greatest vehicle Speaking straight arts in he said: "I know enforce firm standards yourselves, in development of the performing in his audience, of time and cost consultation with the public authori- Canada." some of the pressures wider use of ties concerned," he said, adding: and choice which inhibit CBC must justify existence in production of "You and they might both find relief Canadian artists But I think maximum use from having to contend with individual "Its graduates speak well for it and commercials. should be questions of taste and propriety...and for our country's potential in this of Canadian resources and I hope you might more clearly and adequately field," he said, "but graduate they expected here as well, (though identify your collective role as a do, and lately they don't seem to be will treat this as a firm object about constructive, creative, responsible getting replaced. an auxiliary one) as you go as can, the sector of Canadian society." "If the CBC is going to justify its doing, as effectively you I are paid." He reminded the cross-section of continued existence, which think is job for which you

The new executive committee of the Publicité -Club de Montréal, elected at the tenth annual meeting, are left to right: vice- president, John Verge (Screen Gems Canada Ltd.); secretary, Pat di Stasio (MacLaren Adver- tising Ltd.); president, Lucien Roy (McKim/Benton & Bowles Ltd.); vice-president, Gilles Daoust (Foote, Cone & Belding Advertising Ltd.); president ex - officio, Maurice Watier (Maurice Watier Publicité Ltée); treasurer, Guy Bazinet (Sopec Ltée).

CB/JUNE 1968 41 over the desk

THE WESTERN ASSOCIATION of Broad- a dialogue and less of a battle be- industry is to play a role in the casters scheduled the Tuesday and tween the two groups. international context. If it could not Wednesday mornings of their Jasper compete in the world market, it would Park Lodge convention to work, when be unable to hold the Canadian market. work they did, and then retired una- bashedly to the golf course for the THE PRESIDENT OF THE Ray relaxation and exercise (a paradoxical CAB, Peters, president of CHAN/CHEK THE PRESIDENT OF THE CTV Televi- combination) that is traditionally part sion Network, Gordon Keeble, reviewed Vancouver/Victoria said he hoped the and parcel of these annual reunions. his feelings about events the new Broadcasting Act would be given of past Keynote the Tuesday two of morning a fair chance to work. or three months. sessions was a for call co-operation He pointed out that no industry in On the top of his list was the between broadcasters and their regu- "deep study and the final realization lators. Canada had been subjected to such massive doses of Royal Commissions, of our new Broadcasting Act, an act In his address of welcome, WAB not and investigations of all kinds. He which only gives the private President Blair Nelson, of CFQC-TV the said it had been the industry's history element of Canadian broadcasting Saskatoon called on the broadcasters system formal recognition for that the ink is scarcely dry on one statutory attending the meeting to co-operate the very time, new Broadcasting Act or set of regu- first but which also with the CRTC for the good of the lations before another body of investi- measures us for a new suit of respon- industry. He commencéd the CRTC for sibi lities." gators decides things must be changed. cancelling the public hearings sched- While the outcome can only be Stating that the industry has uled for June 18. determined in the future, he felt "the "more information and less under- CRTC Chairman Pierre Juneau, significant fact of this past year in standing than at any time in the who was accompanied by his vice- broadcasting" was, to him, "the final history of broadcasting," he he chairman, Harry Boyle, said he is more said and complete recognition of private hoped that in the new atmosphere impressed by the objectives expressed broadcasting as an essential element energies and finances be by the new Broadcasting Act than by could in Canada's communication makeup." directed to broadcasting with a mini- the enforcement powers placed in the The new CRTC has been given mum of diversion to unproductive ends. hands of the Commission. His empha- "powers which are unique and greater sis would be on the accomplishment of and farther -reaching than ever before these objectives. in our history," and "much of this This responsibility was shared by power has been concentrated in fewer the whole broadcasting system in hands than ever before as well." A QUESTION PERIOD faced which private broadcasters are an Pierre Keeble brought up the question as Juneau following his essential element, he said. address. This to the concept of "the dual public - brought forth a variety of information: It might be the Commission's task private development of broadcasting," There would be possibly five to remind broadcasters constantly what which he interpreted as a fully -owned - regional representatives of the the objectives and expectations are. CRTC and operated CBC network with no to maintain as much personal contact There might be tensions, because private affiliates, and alongside it, with the broadcasters as possible. conflicts tend to be exaggerated when "a completely parallel service made They would not be watchdogs, one part of the system does not under- a up of private elements alone." function the Commission stand the inner could fulfill He saw cost a problem in such a logic of another part. itself from afar. There should be both formal development, and also a need for and The Commission would informal consultations to ensure have "great care and finesse because our regional hearings but would not mutual understanding. hop (CTV's) way of life is so vastly across the country to consider partic- from that which is proper and "It does not help broadcasters to ular cases. different refuse to try appropriate under CBC affiliation. to understand the minds Questions regarding of those who are expressing demands Canadian "Success in all this will require content and Canadian upon them," he said, adding that the talent are diffi- a great deal of co-operation between cult matters. He thought Commission would try to make the Commis- us and the CBC," co-operation which more of sion could act more readily on such he likened to way we have been matters "the as commercial content than able to share in televising football program content, which required greater over the past five years." He also study. He hoped some time in the fall mentioned the June 9 "Great Debate" to start talks about SALES MANAGER Canadian content. of the party leaders, which will have He thought the Radio time salesman with nine electronic industry taken place by the time this appears. years radio would receive a diréctive from & television experi- the He described it as "a completely new DOT on the question ence seeks relocation as sales of equipping TV manifestation of co-operation, in that manager. receiving sets with UHF facilities. it is a true joint production of the two Consultations between A family man -31 years old- the government networks, and one which should result and the industry indicated capable of managing your sales no resist- in the largest audience ever achieved force. ance in this area. by any Canadian broadcasting event." Also experienced in all phases On the question of multiple of on -air production and promo- ownership of stations, the Commission Another item of interest was an be tion. will very realistic in its definition analysis of a news department by Gene Reply in confidence to: of any policy. There are cases where McPherson, Vice -President, News and Box 179 grouping is valuable, he said; others Public affairs, Avco Broadcasting where The Canadian Broadcaster it becomes a problem. Company (WLW) Cincinnati, Ohio, 17 Queen St E., Suite 128 On the whole, he said, he tended which will be covered in our July Toronto 1, Ont. to agree that some grouping of re- issue. sources is indispensable if the Buzz me if you hear anything.

42 CB/JUNE 1968 Working together...

CAB Program Exchange

CAB-CAPAC Music Committee Repot from Parliament Hill

...for the good of the industry messages from The CAB Radio and Television Program receive person -to -person from The Hill while Exchange acts as a clearing house for the their own MPs, direct and comments from programs pooled by many of the 342 private- Parliament is in session, Press Gallery between ly -owned CAB member stations. The Ex- the Parliamentary has been running change makes it possible for stations to sessions. This project 1944. share all the programs contributed by their continuously since fellow member -stations without cost. Keen Working through the CAB-CAPAC Committee public interest is reflected in the audience, for the Promotion of Canadian Music, CAB thus offering advertisers an even better member stations contribute to the develop- vehicle for their sales messages. ment of Canadian composers and musicians albums made In past years, every Canadian has been through a series - now eight - as to the acquiring an increasing interest in the available to the public as well course of current events. The CAB's "Report stations themselves. from Parliament Hill" has enabled them to THE CANADIAN ASSOCIATION OF BROADCASTERS L'ASSOCIATION CANADIENNE DES RADIODIFFUSEURS CB/JUNE 1968 43 CRTC a co-operator - not a Big Boss, says Boyle

NEW BROADCASTING REGULATIONS are designed to prevent abuse, not to vents. It makes you (the broadcaster) changes in programming. Many people prohibit initiative, and calling the feel guilty and it makes us feel now could tune in as many as 35 CRTC the Big Boss of Broadcasting is stupid." stations, most of which offered similar a misnomer, vice-chairman Harry Boyle Boyle stressed, however, that the programming. He said this will force told the Central Canada regional CRTC would demand that applicants a change in thinking, and indicated seminar of the Radio -Television News live up to provisions under which their that in future stations may have to use Directors Association,in Kitchener,Ont. licences are granted. an all -classical music format, an all - Boyle, who appeared He the on a panel said proliferation of news format or even all -sports pro- in place of chairman Pierre Juneau signals in many areas is forcing some gramming. who was unable to attend, explained the position of the CRTC to repre- sentatives of the industry. CRTC sets standard fiscal . In reply to a question about the year .. Continued from page Commission's attitude towards edi- 40 torials and editorial comment by in languages other than English and off -the -air pickup from CHAN -TV -3 broadcasters, he said he feels edi- French periods "for that in the aggre- Squamish, for retransmission on torials are a necessary part of broad- gate exceed twenty per cent but do Channel 3, with transmitter casting and explained power of 5 that the CRTC not exceed forty per cent" of the watts, directional. does not want to interfere with the broadcast time per week of each sta- Approval was given to a company viewpoints of a station on what the tion. It noted that "the Commission is to be incorporated, represented by broadcaster feels is an important satisfied that there is a need for the Hector Reid, to establish issue in the area he serves. and operate proposed service within the coverage a new TV rebroadcasting station Boyle told the broadcasters that at area of the station", which serves the Ramea, the Commission Nfld., to receive programs by plans to establish rapidly -growing Italian community and regional off -the -air pickup from CBNT-3 Marys - offices where hearings may other ethnic groups in Metro Toronto. town, for retransmission on Channel be held by the Commissioner and two Newfoundland Broadcasting Co. 13, with transmitter part-time members. This power of 5 watts, was one way, Ltd., licensee of CJCN Grand Falls directional. he said, to make sure there was and CJOX Grand Bank, Nfld., was The CBC won approval for a new continual and close liaison between granted authority to form and operate TV rebroadcasting the CRTC and the industry. station at La Tuque, a network to carry the programming of Que., to receive programs -the He pointed out that the broad- off -air CJCN on CJOX during certain periods from CBVT Quebec City, for retrans- casting industry must tell the CRTC of the broadcast day. mission on Channel 3-, ERP 9,700 what it wants so it can serve the best Island Radio Broadcasting Co. watts video, 1,900 watts interests of the public. "The Commis- audio, Ltd., licensee of CFCY AM -TV Char- EHAAT 357 feet, sion has the directional. responsibility to ensure lottetown, P.E.I. and CFCY-TV-1 New that what The application was approved for is good is maintained," he Glasgow, N.S., received permission to added. transfer of the assets of CFOR Ori Ilia, transfer ownership of their TV outlets Ont. from Great Lakes Broadcasting Boyle said the Commission's role to the CBC. The Commission noted it System should be Ltd. to Orillia Broadcasting interpreted as administering "is in favor of a CBC television Ltd., coupled with surrender of the broad guidelines to encourage broad- station in each province, preferably casters to give current license by Great Lakes Broad- the best broadcasting in the provincial capital, and, there system possible. casting, and a new license to be would be no reduction in local pro- issued to Ori Ilia. This, he said, is an electronic age gramming." Radio and the broadcasters are sitting right CKAY Ltd., Duncan B.C. received permission to issue in the middle of it. He stressed that 1,180 common shares of capital news is changing. 35 years ago it was New TV stations stock, with stock issues a happening, occurring of its own voli- win approval and transfers O.K.'d for tion, but today much Sun Parlour Broadcasters Ltd., CHYR, of it is manufac- The Commission approved bids for tured, through press CHIR Leamington, Ont.; Radio Maria- conferences, three new TV stations, and gave the official announcements Chapdelaine Inc., CHVD Dolbeau, and other CBC the green light to establish and public relations efforts. Que.; TRI -CO Broadcasting Ltd., CJSS operate LPRTs at Parent, Que. and St. AM -FM Cornwall, Ont.; La Voix de On the subject of the regulation Lazare, Man. in French; Fort Chipe- l'Est Ltée., CHEF Granby, Que., and banning the breaking of newscasts wyan, Alta., Boss Mountain and CKRT-TV Ltée., Rivière -du -Loup, Que. with commercials, he referred to the Cranisle, B.C., and Maynooth, Ont. in CKTR (1958) present method of separating news- English. Ltd., Trois-Rivières, Que. won approval for the transfer of all casts into national, local and feature British Columbia Television Broad- issued shares of capital stock to sections, in order to insert commer- casting Ltd. won approval for a new Radiodiffusion Mutuelle Ltée-Mutual cials, and commented "it is foolish to TV rebroadcasting station at Bracken - Broadcasting Ltd., headed by Raymond perpetuate rules that everyone circum- dale, B.C., to receive programs by Crépault, owner of CJMS Montreal. 44 CB/JUNE 1968 classified advertising

NEWSMAN OPPORTUNITY watt Southwestern Ontario station requires ANNOUNCER Progressive 10 -thousand experienced newsman for expanding news Young announcer pres- an aggressive self-starting WANTED: many employee benefits. Send ently working in Western department. Good starting salary, résumé and to: be interested in audition Canada-must Box 182 commercial work and MOR The Canadian Broadcaster programmi ng- 17 Queen St. E., Suite 128 Manager Production Toronto 1, Ont. CFQC Radio Saskatoon, Sask. ENGINEER/MANAGER

Looking for a top engineer with management potential? Announcer presently employed in medium sized market wishes to After 13 years experience as chief engineer-program director, I am in BBG relocate. 3 years experience in looking for advancement. Experienced briefs, new station all phases of broadcasting. design and installation, AM & FM transmitters, as well as station Box 180 organization. Available after May 30th for anywhere. Excellent The Canadian Broadcaster references. 17 Queen St. E., Suite 128 Interested in talking? Write: Toronto 1, Ont. Box 183 The Canadian Broadcaster RADIO TIME SALESMAN 17 Queen St. E., Suite 128 WANTED Toronto 1, Ont. Excellent working conditions and opportunities. AVAILABLE JULY 1ST Apply: Box 181 After 15 months with one of Europe's most respected international The Canadian Broadcaster broadcast stations, this young, but high -calibre, versatile, and 17 Queen St E., Suite 128 adaptable American professional desires making home in Canada. 1, Toronto Ont. Strong Talk/Information/Music programming background, but capable of other formats. Additional experience and training include 4 years assignments as overseas UPI Audio Corre- I'M IN LOVE! New York college -FM, spondent, and college courses in Communication, Production, and voice and neutral accent. Qualified With radio! 26 year old broad- Station Management. Good be References. Residence/labour caster. MOR and Top 40. Flair engineer. Engaged to married. , for production. Progressive ideas. permit secured. French-speaking eas preferred; other locations Good ear for music. Willing carefully considered. Box 161 worker. Looking for challenge as The Canadian Broadcaster program &/or music director. 17 Queen St. E., Suite 128 4 years on-air-all slots. Pres- Toronto 1, Ont. ently on aft. drive time show; intermediate market. Married. Young High-school student Interested In summer employment In Radio Will consider all offers and Operating. Would like employment anywhere In S. Ontario. Formerly locations. employed with Rogers Broadcasting, Toronto-Hamilton. For more Box 184 Information Write: The Canadian Broadcaster Mark Taylor 17 Queen St E., Suite 128 289 Normanhurst Ave. Toronto 1, Ont. Hamilton, Ontario

AVAILABLE NOW -ANNOUNCER Mr. "Wake -Up Ontario" available 20 year old graduate of National Institute of Broadcasting, Winni- Is your "Musical Clock" show run-down? peg. Air experience. Single. Don't "tick" it off as a loss Winston D. Markwart up ratings) Box 44, Rosthern, Sask. Kenney can "wind" it (in Phone: 232-4875 With "alarming" speed. Give me a "ring" and let's "tock".

ANNOUNCER AVAILABLE TV as Sportcaster, Newscaster IMMEDIATELY ALSO, experience and M.C. Host. Middle of the road, 5 years experience. Single. 24. Prefer Stu Kenney - 744-7034 (area code 519) West Coast, Ontario or Montreal. Apt. 5078, Mr. Wes Sutton 807 Frederick St., 454 Blake St. Kitchener, Ontario. London, Ont. (5191 471-1944

CB/JUNE 1968 45 editorial

Regulation is a two-way street

Public hearings for June 18 have been cancelled by the This would only penalize the occasional station which Canadian Radio -Television Commission, because its "new transgresses, but casts a shadow over the whole industry responsibilities under the Broadcasting Act of 1968 indicate by its actions. the immediate necessity for further detailed studies in Publicity would warn borderline stations, on the verge many areas of broadcasting." of transgression. It would also alert the public that broad- It is interesting to note that the new regulatory body casters, as good Canadian citizens, are themselves offering realizes it has little knowledge of the industry it is charged the public real protection against their own misdeeds. with regulating. This is to the good. Finally, and of prime importance, it would show Ottawa On the other hand though, there are people who expect- that its solicitude, beyond the granting of licenses and the ed to bring applications before the Commission on the pre- assignment of frequencies, is nothing but a waste of public scribed date, to whom such delays must be time- and money - funds. consuming beyond belief. Surely if the stations are obliged to bring their requests to the Commission it is incumbent on the Commission to make itself available to hear them. One more area is that of the development and encouragement of Canadian talent. In the main, the Commission's determination to know For ten years, the BBG imposed its 55 -per -cent -Canadian what it is talking about before it opens its mouth is com- rule on television stations and found it did not work. mendable, as concerns the industry as a whole, though it Certainly it did help develop occasional worthwhile artists, places the individual broadcasters involved in a position which is nothing short of intolerable. but this was the exception, and, in the main, it just gave air time to mediocre performers who This whole state of affairs brings up the question as to contributed nothing in terms of entertainment, but got whether a group of people, unversed in the vagaries of as stations off the hook by helping them complex a business as broadcasting, can ever acquire the fulfil their Canadian -content obligations. Now is due for practical knowledge needed to arbitrate its comings and it revision of some sort by the new Commission. goings. The basis for a do-it-yourself talent plan may well lie with the Program Exchange of the Canadian Association While we heartily disapprove of the principle of impos- of Broadcasters, already functioning well in radio ing on an industry a system of punitive (and therefore and now spreading into television. negative) regulation beyond the Criminal Code, we believe, itself The Exchange could be expanded in from our first and somewhat fleeting acquaintance with the scope by a process of breaking it down into provinces or regions, so that five full-time members, whom we have had the pleasure of its programs could have a more localized rather meeting, that they will prove to be understanding, con- than entirely national appeal as they have now. siderate and co-operative people, intent on improving Pooling available talent on this exchange broadcasting according to the guide -lines laid down in the basis would to Act and their own interpretation of them. enabled stations invest aaequately in worth -while pro- grams, because the system of mutual swapping would require each of say fifty stations to pay for and produce There is another point, and this is the fact that there are one show, receiving in return 49 programs of equal quality ways and means whereby the industry might relieve itself from the others at no additional expense at all. of a lot of the:regulation to which it is subjected. First, there already exists an industry (CAB) Code of Ethics, which is definitely a step in the right direction. Like it or not, we are faced with government regulation in However, the Code as it is administered, could scarcely be this one among all industries. We can employ learned counsel described as "meaningful", and if it is to be given this to appear before the Commission to plead that the CRTC is quality, it has to have teeth, and the teeth have to bite subjecting his client to unreasonable hardship. He might when the occasion demands. even win. Under such a system, infringements would presumably But, there is good Canadian talent which has not yet be punishable by suspension from the CAB, which would gone to greener pastures in the States, if we take the impose a need to make sure that CAB membership is mean- trouble to look for it. Finding it would entail time, effort ingful too. and even money. But the outcome would be to remove any In addition to this, when a station was adjudged guilty excuse for government regulation in this field, and, believe of an infringement of the Code, provision would have to be it or not, it would be productive of far better programs with made for public announcement of the suspension and the which to attract more listeners and viewers and, con- reasons for it. sequently, more advertisers. 46 CB/JUNE 1968 A whole generation of Canadians has grown up with C.B.C.

They've watched Mahovlich close in on reaching. And it means that you know goal. They've shot it out with the your network commitment has a secure Cartwrights. They've challenged Front and lasting status on CBC. Page. And they've met Ed Sullivan's It means a lot when thirteen pro ram - countless guests. Many of CBC's big mes hold the attention of millions of network programmes have been on the viewers from adolescence through adult- air six seasons or more from coast to hood. When 21 out of 27 network pro- coast and have held the attention of grammes have proven their success from a huge and growing population of young one season to the next, we know CBC Canadians. That means that you as an network holds an important position in advertiser on the CBC network have a a growing potential monoply on a growing Canadian Canada. market. It means that you know precisely Are you what kind of people your advertising is with us? c:TV

i roe aa+liA soi PAUL L'ANGLAIS INC.

Quebec

MO 111 0I1111 fr NIIArA 1111111

PAIL MIMI IIdIN1AlI11I1 AAl 1EA61

11F111% If 111 i11111t1 ä 111111.

PAUL L'ANGLAIS INC.

KEEN OBSERVATION AT THE PAUL L'ANGLAIS INC. EXHIBIT DURING THE A.C.A. CONVENTION WON SEVEN ATTRACTIVE PRIZES

Vacation for 2 for 15 days at Guadeloupe Mr. Bill Campbell, Toronto (courtesy of CFTM-TV - Montreal; J.P.L. WILLIS ADVERTISING LIMITED Productions and Paul L'Anglais Inc.) A week for two at Man and His World Mr. J.C. Bramm, Toronto (courtesy of Montréal -Matin) SPITZER, MILLS & BATES LTD. A week for two at Man and His World Mr. B. Cadenhead, Toronto (courtesy of Montréal -Matin) MacLAREN ADVERTISING CO. LTD. A weekend for two to Quebec City Mr. F.D. Robb, Hamilton (courtesy of CFCM-TV - Quebec) CANADIAN WESTINGHOUSE PANA Hi-Fi SONIC stereo set Mr. D.M. DeN i ke, Toronto (courtesy of CJPM-TV - Chicoutimi) McCONNELL EASTMAN LTD. GE portable colour television set Mr. Georges C.F. McDonald, Toronto (courtesy of CKTM-TV - Trois-Rivières) FOSTER ADVERTISING LTD. AMPEX tape recorder Mr. C.H. Scott, Toronto (courtesy of CJBR-TV - Rimouski) IMPERIAL OIL LIMITED