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Banks and Broadcasting BBG's March Agenda This ice studio, carved to look like a huge radio, was CJLR Quebec City's remote headquar- ters on Carnival Street during the recent ninth annual Quebec Winter Carnival. Broadcasts from the 10' x 25' infra -red heated studio during the two and a half week festival in- 2nd YEAR OF SERVICE T THE INDUSTRY AND ITS SPONSOR cluded interviews with a host of celebrities and dignitaries, and attracted great crowds and high TORONTO March 21st, 1963 praise from Carnival Street or- ganizers. The picture is by Photo Moderne Enr. Banks and Broadcasting 7 R. C. Smith Hits Half Century 9 New Crop From Ryerson 10 BBG's March Agenda 13 Sounding Board WE ARE TAKEN APART BY A MASTER I AM CONVINCED that in your something new or experiment with wanted something yesterday and the not having newspapers, down- Editorial - "Retailers Need Special Radio, they should at least spend a Station Creative People must have town movie theatres have Treatment," you picked snowed under. This does not racked up tremendous grosses. out some of fair portion of the budget normally been "Gypsy" in the obvious weaknesses and yet you In addition, necessarily apply for the Agency seven days did used in Newspapers. $20,000 which is termed "ter- fell into the trap yourself by stating these same Advertisers and their Personnel, who should be equipped rific". The Palace Theatre with - "Retailers have Clung to the Agencies, should have realized by to handle such a situation and who "In Search of the Castaways" Newspaper Medium, and have tried now, that they cannot use the same should, on a regular basis, be .pre- did $18,000 in seven days. The to meet the emergency by applying copy and technique for Radio. senting to their Clients creative work Hippodrome with the reserve Newspaper Techniques to Broadcast Creativity is essential and this ap- that could be used in Radio. Proper seat picture "The Longest Day" Advertising". plies as well to Radio Broadcasters. commercials combined with careful is in its 10th week doing over programming, can move individual $13,000 a week. "Jumbo" did Usually, people who Cling to However, in this case, Radio was $23,000 in items and sell services. its last seven days. something, are those who have missed under the gun from an abnormal According to Max Mink, the boat. When Advertisers try number of Advertisers who all After 90 days of the Strike, an- Palace Theatre Manager, "so other source for statistics comes you see the newspapers didn't from a Cleveland News Bulletin, affect our business at all espe which states: - cially after the strike has lasted 1. The May Company, Cleveland's a while". HOW DO YOU RATE . biggest volume department 7. Although many businessmen store, had larger sales this past are praising radio and tele- . WITH THE 400? Christmas than the previous vision, no businessman would one, according to Paul Warren, suggest getting along per- account executive at the manently without newspapers. Products 31 in food categories are included in Howard Marks agency. Warren 8. Some clients, according to this CFGP study. claims that large stores have William Glazer, head of his not been hurt by the strike. own agency, have gotten a taste 400 2. Miss Eve Reisz of the Marc of radio advertising for the first Grande Prairie housewives are surveyed Wyse Agency, who represents time. They like it, he says, twice a year on their brand preferences Halle's, reported that some de- and would do more in the partment store business is down future. by CFGP. because they have not used all 9. Saul Glantz also speaks of an their advertising money pre- account A survey of YOUR (Engel -Fetzer) in busi- viously allocated to newspapers ness some 60 years in which product is available in other media. it has always depended pri- from All -Canada in 3. In spite of the newspaper marily on newspaper advertis- Canada and U.S.A. strike audits now reveal that ing. Saul tells this story, or direct during the week before Christ- "When this Strike came along PRAIRIE from the mas, Cleveland department they waited a few C FGFGRANDE weeks hoping station. stores did better than the it would be quickly settled. VOICE OF THE INLAND EMPffi' nation on a whole and in When it wasn't they decided to Boston, which had newspapers, try radio. In this particular retail sales for the month of instance the results have been January were 133% BELOW most gratifying. As a matter the retail sales in Cleveland. of fact they have been so 4. Milt Krantz, Manager of Cleve- pleasantly surprised at the re- land's legitimate theatre, the sults that it is pretty definite Hanna, claims, "I'll never put that even if the newspaper soon from CG E . .. all of my ad budget in news- strike were settled immediately papers again." Krantz pro- that their plans are to budget moted a four week engagement part of their budget for per- of "How to Succeed in Business manent radio advertising as Without Really Trying" with well as newspapers". Glantz 315 radio spots costing him added that one of the most an all new Canadian designed $3,038. Telephone response gratifying features this story was enormous. One day the has discovered is that radio two operators handled seven is bringing them new customers and built 10 KW-AM transmitter lines and took 7,732 calls. and according to Glantz they 5. The Mid are not spending any more -American Boat Show money held every January is sponsored than they did in the by the newspapers; in fact, not as Cleveland Press as one much. He of their major promotions of claims that for this the year. This year without store figures are ahead of last the benefit of the Cleveland year all the way. Press, Public Hall was packed. May I suggest that you take an 115,000 people attended the evening off and do some homework Show, the highest attendance on this situation, so that your next in the history of the Mid - American Boat Show. The Editorial will be more positive rather Show was promoted by not only than negative for the Radio Industry. radio, but television, suburban Retailers do need special treat- papers and billboards. Edgar ment. We expect THE CANADIAN Spizel, head of his own ad BROADCASTER to help in providing the agency, who handled the Boat right atmosphere Show claimed the largest at- and surroundings, tendance in Boat Show history in order that the specialists can offer was due to radio and television the "treatment" that will produce bringing in "out of town busi- results for Retailer .. ness". -:CHARLES C. HOFFMAN, 6. How are the movies doing in President, Cleveland? Despite the fact of , Radio Sales Bureau. WITH... equipment accessibility through three drawers, three roll -out trays, two swing -open doors, one swing up panel and six main doors. [CFCNA girl must not be too well larded worth looking into!!! If she would go forth leotarded. RADIO/TV CANADIAN GENERAL ELECTRIC CALGARY 2 Canadian Broadcaster News from Advertising Avenue I About Radio and Television .. SIGHT & SOUND Accounts, Stations and People TO ENCOURAGE sponsorship of who already have Vaseline brand Taillefer is now manager, Montreal years and was instrumental in estab- Canadian produced programs, CTV's products and Pertussin products. broadcast department. Harwood lishing Canada as a separate district new rate card offers special continuity joined Cockfield, Brown in 1945, and of the NAFMB. discounts which will give advertisers Taillefer in 1954. an additional 5% discount for full ONE OF THE LARGEST non -net- sponsorship, or 2/% for co-sponsor- work radio program buys in Canada ON MAY 1 LYMAN POTTS, pro- ship, of Canadian properties on a 52 - has been made by Erwin Wasey, THE FIRST ANNUAL Hallmark gram manager of CJAD and manager week contract. Ruthrauff & Ryan (Canada) Ltd. for Master Award (1962) for the best of CJFM Montreal, transfers head- The rate card, dated April 1, has Maher Shoes Ltd., Ontario -wide jingle produced and recorded in quarters to sister station CFRB To- been simplified by combining time, chain of 99 retail shoe stores. Maher Canada for use in the Canadian mar- ronto. Purpose of the move is to microwave and origination charges is sponsoring Five Minutes with The ket has gone to MacLaren Advertis- enable Potts to co-ordinate the into one quotation and by reducing Romeos twice a week on 31 Ontario ing Co. Ltd. for a television com- operations of Standard Radio's two time classifications. Other changes stations on an initial 13 -week con- mercial created for Standard Brands FM stations, CFRB-FM and CJFM. are a revised discount structure for tract which began March 12. Ltd.'s Blue Bonnet Margarine. full and co-sponsorship and increased The program, hosted by radio -TV A framed gold record of the jingle service charges for cut -ins. personality Rex Loring, features was presented to Larry Trudell, pro- AFTER THIRTY YEARS in public broadcasting, Lieutenant- Colonel "Although certain rates are in- vocal and instrumental stylings by ducer of the commercial, by Hallmark The Romeos, popular performers on Recordings Ltd. president Douglas Rene P. Landry, E.D., has resigned creased moderately," says general as vice-president and assistant to the sales manager Tom Atkins, "this is CBC-TV's Juliette show for the past Sanderson. A special Silver Award five years and on Columbia Records. for an institutional commercial was president of the CBC. Colonel counter -balanced by stronger pro- Landry reached retirement age on gramming, improved circulation and, The show is written by Cliff Braggins made to John Sone, producer of the and directed by Sid Wayne for the "Gingham Gown" commercial sung February 28, but will continue to in some cases, actual rate reductions serve as a part-time consultant for for sponsors of Canadian programs." agency.
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