JUN 1 6 1358 Vol. XIII, Ho. 21 Ha7 26, 195o

"THE CANADIAN MARKETS" -THOMPSON'S FOURTli VOllJM^ok WbR^D M%IKETS - PUBLISHED MAY 22 New York... Canada, with the fastest growing economy in the world and the second highest standard of living, is the subject of the fourth of a series of volumes on ma­ jor world markets compiled by J. Walter Thompson. Published May 22 by McGraw-Hill, "The Canadian Markets" is a unique market­ ing study of the Canadian economy.

Thompson's offices in New York, Tor­ onto, Montreal and London are giving full support to this book which is as timely a contribution to U.S.-Canadian economic re­ lations as was "The Western European Markets" last year to the "Common Market" concept. Looking at "The Canadian Markets Book", prepared by members of our Canadian offices under the Immediate direction of Narlman Dhalla (Toronto), are (1. to r.): Lubertus Smilde, an advisor for the book; In New York, announcement advertise­ Vergil D. F-eed, general supervisor; and Mark Appleman, Thompson ments (see insert) carrying order coupons publisher. were prepared for FORTUNE, .ADVERTISING AGE, TIME (Atlantic and Latin American editions) importance of the economic relationship be­ and MARKETING, the leading Canadian adver­ tween England and Canada, McGraw-Hill London tising trade publication. Future advertise­ and Thompson-London are planning a special ments have been planned for fall issues of United Kingdom promotion. all or most of these publications featuring both "The Canadian Markets" and "The Wes­ Four-color, bi-lingual marketing map tern European Markets" books. In addition to presenting a wealth of marketing facts, "The Canadian Markets" also In addition, the NYO Publicity De­ offers many marketing "firsts." One of the partment hand-tailored seven different re­ most unusual is a large, four-color, bi-lin­ leases sent to over 550 trade publications gual marketing map, suitable for framing, and business papers in the U.S. which is the first analysis of Canadian mar­ kets by market size. In Toronto, the Thompson office held a reception May 21 for presidents and sen­ Thompson feels that "The Canadian Mar­ ior representatives of leading organiza­ kets" will become to Canadian marketing what tions, and financial editors of business "Population and Its Distribution" — the papers, magazines and daily newspapers. At­ first volume of the World Markets Series now tending the reception was Douglas Saunders in its Seventh Edition — has become to mar­ (Chairman of J. Walter Thompson Company keting in the United States. Limited in London, now visiting NYO) who pointed out how important this new volume "The Canadian Markets" was prepared by was as a marketing tool to English companies. members of our Canadian offices under the general supervision of Dr. Vergil D. Reed McGraw-Hill has provided promotional (NY). Dr. Reed, who has been with the Com­ support, including magazine advertising, pany 14. years and has supervised the last direct mail and promotion to book dealers three books in the World Markets Series, is in the United States and Canada. retiring June 30 to join the faculty of Michigan State University as professor of In Europe, the publication date has marketing in the College of Business and been set for June 20. Realizing the great Public Service. "Applesauce is poisoning advertising" New York... "The major problem today of making advertising sell more goSds "is the problem of BELIEVABILITY. So much advertis­ ing is thrown at the public, that the ten­ dency to believe everything printed has be­ come a thing of the past."

This is the opinion expressed by Hastings Foote (NY) in a recent memorandum to the members of a Thompson Copy Seminar. He continued to say:

"Too many products in the same field have too few product differences. Conse­ quently the copywriter turns to gimmicks and gadgets. And even with outstanding products, the advertisements too often feature fuzzy or unbelievable appeals.

"Robert Collins of The Pulse, Inc., Past Ford campaign not forgotten points out that studies show a definite re­ The picture above is the illustration lationship between believable advertise­ and headline of a recent advertisement for a ments and sales. British airline which appeared in the May 12 issue of TIME. Since this advertisement is "Gallup and Robinson concludes that obviously inspired by the Thompson-prepared the opportunity for making advertising more campaign, "There's a FORD in your future," effective lies in converting people who are first used in 19-44, it is further proof that INDIFFERENT to advertisements into accept­ good ideas are long-lived. ing and believing the sales points in the advertisements: The percentage who express favor or disfavor in all product groups is: Thompson Amateur Art Exhibition a success; 21^ express favor; 3% disfavor; 76% express neither. THE BIG OPPORTUNITY LIES WITH THE Phil Fewsmith wins first prize 3 OUT OF U WHO ARE INDIFFERENT, but who can New York... Approximately 125 entries be stimulated to accept and believe. in the first Thompson Amateur Art Exhibition filled the four Art Galleries of NYO last week. Oils, sculptures, collages, mosaics, "Here are some pointers to help you take the applesauce out of your advertise­ water colors, drawings, prints and photo­ ments — and make more sales for the client. graphs were entered by members of New York, Believability in advertising depends on Chicago, Detroit and Hollywood Offices. . Using only claims that are true The seven winners were chosen on the basis of ballots cast . Realism in pictures by NYO members. A fish print, donated as a door prize by . Demonstration of sales points Joseph Feke (NY) was won by Howard Henderson. The pic­ . Avoidance of weasel words ture at left shows Phil Few- smith, winner of the first . Testimonials by experts in the subject prize with his entry. Mr. Fewsmith received the Arthur Blomquist . Guarantee of money back award (a sculpture which is Charles Cro- zier's version of an "Oscar") and thea­ . Avoidance of floating comparisons tre tickets. Other prize winners were: 2nd PRIZE - DISTINCTIVE MERIT CERTIFICATE _ TED MINGO . Proof of public acclaim in sales or sur­ (frame donated by J. Pocker) vey records 3rd PRIZE - BOOK AWARD - New Art in America - FRED OWYNNE (donated by Museum Books) llth PRIZE - ARTIST'S MATERIAIS ($15.00) - ANNE DERMODY . Tests by impartial third parties (donated by Lewis Art Supply) 5th PRIZE - REWARD OF MERIT (Kate Greenway) - AB WHITE . Specific benefits described, proved, 6th PRIZE - PASTE UP ROOM PASS AND COFFEE MUG - PAT HILLER demonstrated." 7th PRIZE - PHOTOGRAPHY AWARD OF MERIT - VALERIE SOMERS (coffee mug and film) NEW New! On Continental! JET POWER fmmuTn MAKES WORLD PREMIERE ON CONTINENTAL AIRLINES SERVING

Starting May 28th! CHICAGO. KANSAS CITY, COLORADO SPRINGS, DENVER AND LOS ANGELES First jet-power travel between ' Chicago and Los Angeles >

On May 28th at 8:00 A.M. the first commercial jet-|jower Continental's famed "Gold Carpet" Service. This special airliner ever to leave Chicago for the West will streak kind of personal and considerate hoapilality includes down the runway and head for IJOB Angeles. Golden Buffet Breakfasts. Golden Champagne Dinners The Jet Power Viscount II will be making its world and Luncheons. At dinner and luncheon time. Golden premiere with this initial jet-.mwer flight to the West Champagne is complimentary. Cocktails are available 56-seat luiury airliners are custom-built for Conti­ nental by Vickers-Armstrongs Limited. Rolls-Royce Make reservations now. Phone o write any Conti- builds the 4 gas turbine engines. This il " nental Airlines ticket office or see yoii r Travel Agent. _ind you'll see. hear and /erf the differtnee! For erample. you'll be amaied at the comparative —— J~)> silence and smoothness of your (light. You'll enjoy the view from the large, oviil piftur.- windows. You'll relai in the reclining king-size easy chairs and appreciate the CONTINENTAL AIRLINES convenience of having your own fold-away table. There is Srifs: a front compartment and a pleasant rear lounge. The r^ZJf^f decor is restful and luxurious. Temperature is automati­ "--i-^C-3, iZ^ / FIRST IN THE W«fl WKET-POWEB FLIGHTS cally controlled and the cabins are fully pressurised. ,i ^UTTT Radar, of course. l And to make your (light completely enjoyable, there is ^^h^i

FIRST THOMPSON-PREPARED CAMPAIGN FOR CONTINENTAL AIRLINES TAKES OFF -WITH JET POWER PLANES Chicago... The Viscount II makes its (also serving Kansas City and Denver). The Vis­ world premiere with Continenta>l Airlines on count II will remain a Continental exclusive May 28. To announce the launching of the for at least eight months. Boeing 707 pure jet line's jet-power planes between Chicago and planes will be delivered next spring. Los Angeles — the first Viscount II any­ where — Thompson has prepared advertise­ And, before that time, the line may ments, running in newspapers* the WALL have "upped" its passenger traffic, with STREET JOURNAL and TIME. Backing these is the addition of new "Dallas to the West" a saturation radio campaign. Some radio routes. It is hoped that this addition, al­ spots are straight announcements against a ready recommended by the Civil Aeronautics background of the unique sound of the Vis­ Board examiner, will receive final approval count II, while others use humorous dialogue by summer's end. to play up features of Continental travel. Thompson's aim for the new client has Since its appointment in February, been to create a strong "family" resemblance J. Walter Thompson has been taking part in in all of Continental's advertising, merchan­ Continental's transition to a major trunk dising and promotion material. The Company line through efforts to build public aware­ has re-designed and modernized everything ness of Continental's growth and importance. Continental that reaches the public, from timetables to napkins. Even the painted de­ For 23 years, Continental has grown signs on the planes and hangars have been consistently as a regional carrier, eventu­ changed, primarily through the use of a new ally serving SO cities, mostly in the South­ "eagle" logotype and a large oval — taken west. In April, 1957, the airline started from Viscount II's windows. Chicago Office its Gold Carpet Coach service between Los also is working on Continental's regular and Angeles and Chicago, and set out to prove projected "Dallas to the West" flights* that a smaller airline with special service and fine equipment could successfully com­ In addition, several Img-range market­ pete with the major lines. ing objectives have been set. Foremost is the establishment of Continental as an impor­ Impressed by the tremendous passenger tant airline serving an increasing number response to the first Viscount planes in of cities and as a progressive airline — a America, Continental had Vickers-Armstrongs leader in the introduction of new equipment Ltd. custom-build a new version of the Vis- and service. A further objective is to spread xcount for them to provide the first jet-pow­ the luxury feeling of Continental's special er travel between Chicago to Los Angeles, Gold Carpet service over the entire system. Experienced in the trade engine room. "It was an education in hu­ manity — and how to paint bulkheads in 150 degree temperature," he says.

Berne's first foray into the business world netted him a job as a sales trainee, and later assistant buyer for the nation's largest haberdashery chain. Then Uncle Sam called, and Berne spent the next few years in the Quartermaster Corps.

When the war was over, Berne got his first job in advertising at Young & Rubicam as a trainee. Among many other things, he served as an assistant to the director on network radio shows such as "Henry Aldrich" and "Bulldog Drummond." After hours he pro­ duced and directed his own radio show onWNYC, BERNARD GARY --New York His quest for broader experience led him "Textiles to TV sets" from Young & Rubicam to a post as assistant advertising manager for an oil refiner, and A senior Writer-Representative in thence to agencies where he served as copy­ Thompson's Industrial-Professional Depart­ writer, account executive and merchandising ment, Berne Gary's business career began in expert for a large department store, and for his early high school days. He launched — makers of such diverse products as automo­ and succeeded at — a door-to-door packaged tive lubricants, paints, chemicals, build­ coffee business. For advertising, he used ing materials, apparel and home furnishings. handwritten notes slipped under neigh­ borhood doors. Results? More customers Berne joined Thompson in 19^1. Now than he could handle, despite the full­ equipped to handle both retail-promotion and blown depression. technical-industrial accounts, his writing talent and marketing wisdom have helped to A native New Yorker, Berne chose sell carpets, textiles, building materials, Columbia and St. John's University as good TV sets and radios. At present, he serves places to pursue a career as an English as Writer-Representative for Sylvania's teacher. But serving on the staff of the Photo-lamp and Lighting Division and Purola­ St. John's News shifted the sights of his tor Oil Filters. youthful ambition to Madison Avenue. The Garys are "at home" in Forest Berne earned part of his college Hills, Long Island. For relaxation, Berne tuition as a band singer. One summer he plays the piano and his wife, Roslyn, paints. joined the Merchant Marine, and made sev­ Now that he has forsaken piloting a 2-place eral trips to South America via the ship's Cessna, Berne likes to play golf. PEOPLE Visitors to NYO: MESSRS. LAVAL and DUTRUY HALL (SF) in Honolulu through June 6 for (Directors of Compagnie Electro Mechanique, the 1958 Directors Conference of the Pine­ a Paris client) visited NYO May 16. JAMES apple Growers Association. FRANCES SMITH DURFEE (Det.) elected President of the De­ (NY) spoke before the Delaware Valley Indus­ troit Copy Club. FRED BOULTON, HENRY WHITE­ trial Editors Assoc, in Philadelphia on SIDE, JOHN DE BEVEC and JACK PETERS (ChiTT May 21 on the subject of putting a woman's addressed the advertising classes of the page together. JOHN ANASIPS (Chi.) was Univ. of Illinois as part of the JjA's Task awarded the "Sparkplug" plaque at the Insti­ Force. ROBERT RUDDIMAN (NY) is the recent tutional i?ood Manufacturers luncheon on p.eeN'c^ winner of a contest sponsored by May 5 for his stimulation of projects bene­ the Advertising Agency Production fiting food manufacturers and the food ser­ Club of New York. He received a vice industry. ATTENTION: ALL NYO MEMBERS $25 Savings Bond for re-design­ — Deadline for the next Classified Listing ing the club insignia. His en­ is Tuesday, May 27. try is shown at left. ESTHER TV schedule of programs sponsored by Thompson clients

for the week of May 25th

May 28th FATHER KNOWS BEST — 8:30-9:00 Channel k Lever Brothers - major Scott Paper - minor

"Margaret Disowns Her Family." An expectant mother and her husband come to the Anderson house to buy Kathy's old crib and baby scale. They arrive just in time to hear Margaret complaining about her family's careless habits.

May 28th OZZIE AND HARRIET — 9:00-9:30 Channel 7 Eastman Kodak

"The International Set." David's fraternity decides to give a Bavarian party in honor of new exchange students arriving at the university. The other Nelsons get into the act too. Ozzie and Harriet want to give an Indian party, while Rick favors a Mexican motif. Rick sings "I'll Walk .Alone" and "Shirley Lee."

May 28th , KRAFT TELEVISION THEATRE — 9:00-10:00 Channel k Kraft Foods Division

"A Boy Called Ciske," adapted by J.P. Miller from the novel "Clske the Rat," by Piet Bakker. In 193U, the teachers at a pub­ lic school in Amsterdam, Holland, await the arrival of a new pupil. The boy is known as Ciske, and he has established a repu­ tation as a troublemaker. He is being given the last chance at a new school, and if he does not change his ways, he will be placed in a reformatory. The headmaster counsels the boy's teacher to beat him regularly, but the teacher has other ideas about the treatment of Ciske. May 29th ZORRO — 8:00-8:30 Channel 7 Seven-Up - minor

"The Well of Death." Two of the Eagle's henchmen conceal a batch of stolen gems in a tannery. Zorro and Sgt. Garcia sur­ prise the two men, and a fight ensues.

May 29th THE REAL McCOYS — 8:30-9:00 Channel 7 Sylvania

"You Can't Always Be a Hero." Grampa McCoy is flattered at the hero worship of Little Luke. The rest of the McCoy family fears that Little Luke will start telling tall tales like his grandfather.

May 29th THE FORD SHOW — 9:30-10:00 Channel k Ford Division - major

Ernie deviates from his usual guest-star format and devotes the entire show to song requests. The Top 20, Harry Geller Orchestra.

May 29th THE LUX SHOW — 10:00-10:30 Channel U Lever Brothers - major

Comedian Lou Costello is Rosemary's guest.

May 30th LIFE OF RILEY — 8:30-9:00 Channel k Lever Brothers - major

"Singing Cowboy." Riley breaks up a romance between daughter Babs, and Tex, a singing cowboy. Shortly thereafter, he is asked by his boss to get a cowboy singer for an upcoming office party. Frantically, Eiley tries to reunite Babs and Tex, in order to corral the singer for the party. May 30th ZANE GREY THEATRE — 8:30-9:00 Channel 2 Ford Division - major

Dick Powell in "The Deserter." A U.S. Army sergeant is assigned to track down deserters in the Arizona Territory. He has no com­ passion for the men he captures, and returns them to the Army authorities. Then he meets a suspected deserter who has a pretty traveling companion.

May 30th SCHLITZ PLAYHOUSE — 9:30-10:00 Channel k Schlitz Brewing Company

Kevin McCarthy and Thomas Gomez in "Lottery for Revenge." A band of revolutionists in a small South American country revolt against their tyrannical dictator. But they are betrayed by one of their number and as a result, their leader is killed. An American correspondent tries to help the revolutionists.

May 31st HAVE GUN - WILL TRAVEL — 900-10:00 .Channel 2 Lever Brothers - major

Paladin goes to a Mexican silver mining village to hunt for a missing American. He finds the mine worked by prisoners under a tyrannous Spanish family and learns that his American friend has been murdered. To help remedy the villagers' and prisoners' tragic situation, he becomes involved in a very dangerous plot.

May 31st THE TURNING POINT — 9:30-10:00 Channel Scott Paper Company - major

June 1st MEET THE PRESS — 6:00-6:30 Channel k Pan American - major

Guest not confirmed at time of printing.

June 1st ED SULLIVAN SHOW — 8:00-9:00 Channel 2 Eastman Kodak - major

Ed Sullivan's guests will be Wayne & Shuster, Jimmy Rodgers, Edie Adams, Sally Blair, Jeanmarie & Roland Petit, Doretta Morrow, Mario de Monaco (Metropolitan Opera singer), and The Amin Brothers. TV program schedule for the week of May 25th

MONDAY Garry Moore * Lever Brothers 10:15-10:30 2 The Price Is Right o Chesebrough-Pond's 11:15-11:30 k Tic-Tac-Dough o Church & Dwight 12:l5-12j30 k House Party Standard Brands 2:kS-3:00 2 The Verdict Is Yours o Atlantis Sales 3:U5-U:00 2 Modern Romances o Brillo Mfg. Coinpany U:U5-5:00 k Jack Paar Show Pharma-Craft 12:00-12:30 k

TUESDAY Treasure Hunt * Chesebrough-Pond's 10:1+5-11:00 k The Price Is Right •* Chesebrough-Pond's 11:15-11:30 k It Could Be You Brillo Mfg. Company 12:1+5-1:00 k Comedy Time •* Chesebrough-Pond's 5:00-5:15 k

WEDNESDAY Today Pharma-Craft 8:30-8 *6 k Beat The Clock •* Atlantis Sales 2:00-2 15 2 House Party Lever Brothers 2:30-2 2 The Edge of Night •«• Atlantis Sales k'-k5-$ 16 2 00 Father Knows Best •«• Lever Brothers 8:30-9 k 00 Father Knows Best o Scott Paper 8:30-9 00 k Ozzie & Harriet 7 Eastman Kodak 9:00-9 30 Kraft TV Theatre Kraft Foods Division 9:00-10:00 k

THURSDAY Zorro o Seven-up 8:00-8:30 7 The Real McCoys Sylvania 8:30-9:00 7 The Ford Show * Ford Division 9:30-10:00 h The Lux Show * Lever Brothers 10:00-10:30 k Jack Paar Show Pharma-Craft 12:00-12:30 k

FRIDAY Garry Moore * Libby, McNeill & Libby 10:00-10:15 2 Garry Moore * Lever Brothers 10:15-11:00 2 Arthur Godfrey * Libby, McNeill & Libby 11:15-11:30 2 Beat The Clock o Atlantis Sales 2:15-2:30 2 House Party Lever Brothers 2:30-2:1+5 2 Life of Riley * Lever Brothers 8:30-9:00 k Zane Grey Theatre * Ford Division 8:30-9:00 2 Schlitz Playhouse Schlitz Brewing Company 9:30-10:00 k

SATURDAY Have Gun — Will Travel * Lever Brothers 9:30-10:00 2 The Turning Point •Jr Scott Paper Company 9:30-10:00 k

SUNDAY Omnibus •* Aluminium Ltd. ki00-5:30 k Meet The Press * Pan American 6:00-6:30 k Ed Sullivan Show * Eastman Kodak 8:00-9:00 2

* Major sponsor o Minor sponsor # Thompson not agency of record JOINT COMMITTEE AIMS TO HELP SUSTAIN CURRENT ADVERTISING New York... The Joint Committee of the American Association of Advertising Agencies and the Association of National Advertisers for a Better Understanding of Our Economic System (originators of the "Future of America" program) are now at work on a new program to encour­ age present or even increased advertising appropriations. The Committee feels, as far as practical, that strong sales promotion and advertising support right now can be a major fac­ tor in meeting the current recession and one of the key ingredients in recovery and expansion.

Members of the Joint Committee are:

Mr. William C. McKeehan, Jr., Chairman Mr. Barton A, Cunnings, Mr. Chester J. I*Roche, Vice President President Chairman of Executive Committee J. Walter Thompson Company Compton Advertising, Inc. C. J. LaRoche & Co., Inc. Mr. Peter W. Allport, Mr. John P. Cunningham, Mr. J. Ward Maurer, Secretary and Vice President President Vice President Association of National Advertisers (AHA) Cunningham and Walsh Wildroot Company, Inc.

Mr. William R. Baker, Jr., Mr. B.R. Donaldson, Mr. August Nelson, Chairman of the Board Director of Institutional Advertising Vice President Benton and Bowles, Inc. Ford Motor Company American Association of Advertising Agencies (AAAA) Mr. Bruce Barton, Mr. Frederic R. Gamble, Chairman of the Board President Mr. W. B. Potter, Batten, Barton, Durstine and Osborn American Association of Advertising Vice President and Director of Agencies (AAAA) Advertising Mr. Frederick Bowes, Jr., Eastman Kodak Company Vice President for Public Relations Mr. C E. Hyde, and Advertising Vice President Mr. Paul B. West, Pitney-Bowes, Inc. D'Arcy Advertising Company President Association of National Advertisers Mr. Louis N. Brockway, Mr. Reginald L. Johnson, (ANA) Executive Vice President Vice President and Advertising Manager Young and Rubicam, Inc. Johns-IIanville Corporation

When reductions take place, there is One factor was the desire on the part usually present a series of important, and of management to maintain dividends or good often interrelated, background conditions. credit relationships with banks and other At the first meeting, the Committee defined lending institutions. Another was the them this way. "Either-Or" attitude — "Either we must cut our advertising budgets or let 500 people Within the economy it was evidenced go or cut research or, etc. We must cut that business uncertainty, unemployment, something." Management sometimes has not lack of confidence in general outlook and recognized that advertising and sales pro­ negative public psychology which leads to motion are an integral and essential part doubt and buying resistance were key factors of the total company operation. To cut these is just as critical as cutting the Within an industry some conditions sales force or demolishing one of the plants. listed by the Committee which separately,or in combination, have slowed down demand were: Still another idea found prevalent l) a price situation, 2) degrees of saturation among some top officials of companies was of market, 3) tendencies toward postponement, that advertising is basically an expense U) desire for different models or new types rather than, in considerable part, an in­ of product, 5) some basic change in entire vestment, and that it can be cut, at least market for product and 6) decline in volume. temporarily, without seriously reducing Within the company itself, the deci­ demand or impairing company position. sion to cut advertising costs by management was attributed to rising costs and higher For example, certain officials do not "break even" points. Pressure to "cut" recognize that the time advertising is need­ also was caused by an unfavorable profit ed most is during a recession, when more picture of strong management attitudes fa­ (not less) sales pressure is needed, and voring a reduced overhead. when — with the proper selling and adver­ tising pressure — the company may have the Acknowledging the existence of these best chance of improving its position. In background conditions, the Committee then future meetings the Committee hopes to pre­ reviewed surveys which pinpoint some of the pare a definite plan for industry and adver­ specific reasons why advertising appropria­ tising firms to help them maintain an intel­ tions are reduced. ligent sales and advertising effort. imo Point

This book tells you where the money is ... in the world's fastest growing market!

Here are the facts essential to the greatest up-to-date facts on consumption and dis­ sions classified on the basis of sales potential. success in marketing in Canada. Most of tribution. THE CANADIAN MARKETS covers the most these facts appear now for the first time Many marketing firsts are recent developments in Canada's economy between two covers. included in this book and population . . . analyzed and compiled by J. Walter Thompson Company Limited If you sell, advertise or are considering THE CANADIAN MARKETS is . . . plant investment in Canada, you will find economists and marketing specialists, with . . . the first book ever to include a list of all The Canadian Markets indispensable. This the generous co-operation of Canadian gov­ population centers—both incorporated and valuable addition to J. Walter Thompson ernment agencies. You would have to con­ unincorporated—over 1,000 population. Company's famous World Markets Series sult over 150 sources in two languages to get gives you a detailed market analysis of . . . first to provide province maps showing the information in this book. Canada's ten provinces and two territories both incorporated and unincorporated places of 1,000 population or over. For clear understanding and easy reference, . . . gives you official estimates for the this book is organized in three parts future . . . helps you reach your money- . . . first to provide a county-by-county map making decisions. of population density based on the 1956 PART ONE of THE CANADIAN MARKETS sur­ veys the main tides of Canada's economic de­ census. Canada's 16 million people today are velopment. This section gives you a picture of among the world's richest consumers. No . . . first to apply a detailed 12-point market­ the Canadian market as a whole. other major market is expanding so fast in ing yardstick to Canada as a whole and each PART TWO offers a detailed, market-by- both private and industrial consumption. of its provinces and territories, to provide a market analysis of the ten provinces and two This new book—THE CANADIAN MAR­ more accurate comparison of the sales po­ territories that make up Canada. KETS—tells you where the markets are, tential of markets. Twelve major characteristics are used to ana­ what Canadians produce and how they pro­ . . . first to provide a marketing map show­ lyze these markets: Population, production, duce it. It gives you hundreds of accurate, ing all of Canada's counties and census divi­ income, retail distribution, and so on. Each of

This advertisement appears in Fortune, June; Advertising Age, June 2; Time THE CANADIAN MARKETS is the fourth in a con­ tinuing series of books by the J. Walter Thompson Company on the world's free markets. Included with this book is a special 24" by 36" four-color marketing map in both French and English, suit­ able for framing. This is the first map ever to classify all of Canada's markets by population, households and disposable income!

these characteristics is a significant indicator of the nature, size, stage of development, potential value of the market. as complete and valuable a marketing tool as for delivery outside the Continental U.S. must PART THREE gives you, along with other possible. If you are interested in the markets of be accompanied by remittance in full.) important information, official estimates of fu­ Canada, you will find this book indispensable! Examine it for ten days. If you decide that ture developments in the Canadian markets. ORDER NOW! MAIL THIS COUPON TODAY! you need the many marketing services this book FREE TRIAL EXAMINATION. No effort has We will send you a copy anywhere within the offers, remit $18 and delivery costs. Otherwise been spared to make THE CANADIAN MARKETS Continental United States on approval. (Orders you may return it and owe us nothing.

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What Canadians are saying about THE CANADIAN MARKETS 3. WALTER THOMPSON COMPANY, Dept. R-6 420 Lexington Avenue, New York 17, N.Y. Ronald A. McEachern, Editor, The Financial Post the Canadian market. It is an excellent research and Please send me THE CANADIAN MARKETS for ten "Fourth in a series on major world markets . . . reference document, and I have no doubt will be days, on approval. If not satisfied, I will return the book, its publication will contribute to the well-being of widely quoted and referred to as one of the most without obligation. Otherwise. I will send $18 plus delivery world trade as its predecessors have done. Of partic­ authoritative studies of the on-going Canadian in­ cost. (Publisher will pay delivery cost if remittance accom­ ular interest is the third and final section of the book dustrial, commercial and economic growth picture." panies your order. Same return privilege, of course.) dealing with well-researched estimates of the magni­ H. J. Henderson, President, Kraft Foods Limited Note: Orders for delivery outside the Continental U.S. tude of future developments in Canada." should be accompanied by remittance in full. Add 75 "I have just seen advance proofs of THE CANADIAN cents for delivery. George S. Mooney, Executive Director, MARKETS and ... I was impressed by the wealth of Canadian Federation of Mayors of Municipalities information your people have compiled. It is a fitting Name "This is by all odds the most comprehensive and companion to the other books in your series on informative document which has appeared dealing markets of the world, and will be an invaluable help Address- with the Canadian scene. |It] will be of invaluable to advertisers generally and, I imagine, foreign firms assistance to everyone interested in the potentials of interested in the Canadian markets potential."

Latin American Edition & Atlantic Edition, June 2; Marketing, June 6, 1958