0 "-a ea

QUESTION: Program or Ccrimercial? The transitionis painless on the musical show "Bras DessusBras 3ess- ous0 (Arm in Arm) sponsored by Texaco Canada Ltd., through Ronalds-Reynolds & Co.,on the C BC -TV wrench network.The dancers, singers and orchestra featuredin the program appear in the integrated Answer: Commercial. commercials. Vol. 23 No. 4

TORONTO

ROADCASTEROW Its OUR TWENTY-THIRD YEAR OF SERVICE TO THE INDUSTRY AND ITS SPONSORS February 20th 1964

4 BCAB Convention

Inside French Canada 6

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RCA VICTOR COMPANY, LTD. Technical Products, 1001 Lenoir St., Montreal 30, Quebec News from Advertising Avenue About Radio and Television ... SIGHT & SOUNDI Accounts, Stations and People

JUDGES FOR THE FIRST MacLaren NEW PRES IDENT OF BREITHAUPT, NEW ACCOUNT EXECUTIVE at First prize is the handsome ME Advertising Research Award of $1, Milsom & Benson Ltd. is Douglas L. McKim Advertising Ltd. is John W.(for merchandising excellence) Cup 000 have been announced by the di- Van de Kamer, who moves over afterand $100 cash.Second and third Breithaupt, succeeding P. S. Milsom, _ . rectors of the Canadian Advertisingwho has resigned to devote more time ayearas account exec with Bakerprizes are smaller replicas of the cup Research Foundation: Dr. George A.to other business interests.His Advertising Agency Ltd. and prior toand $75 and $50, respectively. Edwards, Toronto marketing con-shares in the company have been that was two and a half years with ANNOUNCEMENT sultant; John F. Graydon, presidenttaken up by the Canadian directors Batten,. Barton, Durstine & Osborn CFGM APPOINTMENT of Canadian Facts Ltd.; Dr. D. S. R.to ensure continuing Canadian con- Inc. He is on the General Foods Leighton, professor of marketing attrol of the agency. account.. the University of Western Ontario, London. BM& B also announce the appoint- 6 ment of five new directo rs to the Entries, with the best theoritical board: Peter Charles, vice-president solution to a problem faced in theand director of media services; J. P.ADDITION TO THE MEDIA depart- measurement of media effectiveness, Northey,vice-president,finance; ment at Cockfield, Brown & Co. Ltd. must be submitted by March 31. W. A. Maas, v -p, client services; Edis David Newell, who has been a Roncarelli, v -p, operations; and H.time buyer with Ogilvy, Benson & de Quetteville, a director of S. H.Mather (Canada) Ltd. for almost a Benson Ltd. in England, who replaces year and prior to that was with Spit- R. A. Bevan, CBE. zer, Mills & Bates Ltd.'s media de- CUTTING DOWN FROM SIX to five partment. agencies, Lever Bros. Ltd. will drop * Foote, Cone & Belding Canada Ltd. The Pepsodent account, with billingsAN EXECUTIVE COMMITTEE has estimated at $500,000 per year, willbeen formed at Baker Advertising move to Needham, Louis & Brorby of Agency Ltd. with the appointment of WINNER OF BRISTOL-MYERS CO. Canada Ltd on May 1.Imperial mar- Leonard 'Sandy' Akerman and Davidof Canada Ltd's merchandising con- garine will also leave FC&B, but the E. Gillespie as executive vice-presi-testis CJAY-TV Winnipeg, with agency to take it over has not yet dents, joining president W. R. BakerCFCN-TV Calgary and CHCH-TV been announced. in the management troika. Hamilton close runners-up as second and third prize winners. Twenty-two Akerman is responsible for theCanadian TV stations took part in administration and co-ordination of the competition to develop local re- 0 the creative and production areas, tailerco-operation,increasedis- GEORGE M. MACDONALD as well as public relations and sales ADVERTISING FOR THE HOME plays and get local advertising to Mr.StewartH.Coxford,StationMan- Entertainment Products Division (TV promotion. Gillespie is responsibletie in with national campaigns. ager of CFGM,ispleasedto announce for media and research, business de- theappointmentofGeorgeM.Mac- and hi-fi sets) of Philips Appliances velopment and the agency's Montreal donaldtothe positionof General Sales Ltd. has moved from McKim Adver- operations. Both are directors of the BOOKS Manager. tising Ltd.to Foster Advertising Ltd. company. With the move upstairs by Mr.MacdonaldwasformerlySales Philips had been with McKim for five Gillespie, who has been media direc- By Mail Director oftheRadio SalesBureau. He years, and last fall moved tape re- tor, research director Earl M. Kliman has previously been General Manager of corders, appliances and radio to has been made director of media and Canadian Broadcaster CKRM Regina andheldsalesexecutive Needham, Louis & Brorby of Canada research. He joined the agency last 219 Bay St., Toronto positionsin Edmonton and Montreal. Ltd., who already held Philishaveyear and is a specialist in psycho- and dictating equipment advertising.logical research. ANNOUNCEMENT R. C. Baker, vice-president, CHAB LTD. APPOINTMENTS client services, has overall responsi- bility for the new account at Foster.

Also promoted is Donald 0. Kim- A MONTREAL OFFICE has beenball, a media buyer for the past two Ipened by Goodis, Goldberg, Sorenyears and now media supervisor, Ltd. at No.1 Place Ville Marie. Man-Montreal accounts. He will remain in ager is Roy Melluish, who moved overToronto, at least at present, but from Canadian Industries Ltd., wheresupervise media for accounts handled he has held several positions in ad-by the Montreal office of Baker and vertising, sales promotion and mer-its associate French agency, Publi- chandising over the past nine years.cite Chanteclair Ltee. The agency's Montreal clients Dr. Cesare G. Ruscone recently include CIL, Domtar Construction joined Baker as media research Materials Ltd., and National Drug and supervisor. He came to Canada last Chemical Co. of Canada Ltd.All year with a wide background in ad- creative work for Montreal clients vertising research in Europe and in will continue to be handled by the South America, where he has his own Toronto office. agency in Montevideo.

You will always find some Eskimos readyto instruct the Congolese on how tocope with hot weather. TED. R. KELLY RICHARD J. BOURNE

Mr. George F. Lawlor,Radio Managerfor CHAB Ltd., is pleased to announce the appointment of Ted. R. Kelly to the position of Program Director, CHAB "ACTIONCFCN Radio, Moose Jaw.Mr. Kelly joinedthe staffof CHAB as an announcer in 1959, and was appointed Production Director in early 1963. Coincidental with this appointment, Mr. Lawlor announced the appointment of Richard J. Bourne to the position of Promotion Director. Mr. Bourne joined STAMM"Fan:LIZ the announcing staff of CHAB in 1962. Both appointments were affective January 15th, 1964.

February 20, 1964 3 BCAB Convention

Irvine heads Broadcast Division of BC Institute by DORWIN BAIRD

THE LAWS OF LIBEL, beerLiaison with government will con- Over the years the broadcasters in more recent libel and slander tinue, with the BCAB hoping that ahave financed several research pro- legislation in some provinces, in- and wineadvertising, newslong range project might be success-jects in communications at UBC, acluding Ontario.The BCAB will from the BBG and a new scaleful. series of seminars for management, ask the government of BC to con- and some night courses for staff andsider similar action. of association dues were some Following Chapman's recommen- dation, the delegates voted to reducepotential staff members. The advent of the highlight topics during the monthly dues for BCAB members, of the new B.C. Institute of Tech- and, as an experiment for one year, nology, with its Department of Broad- QUESTIONS AND ANSWERS the annual meeting of the BC castCommunications, will move some to equalize the dues for all sizes ofof the emphasis away from the Dr. Andrew Stewart, chairman Association of Broadcasters atstations. With no immediate project of the BBG, attended the meeting and in sight in the UBC - BCAB com-campus. Harrison Hot Springs February subjected himself to questions from mittee, fewer funds will be needed in Laurie Irvine, who has beenthe floor for more than two hours. The 3 and 4. A total of 61 personsthe forthcoming year. appointed to head up the broadcastinformal nature of the exchange made department at the Institute of Tech-it for the most part off the record. registered,includingrepre- EDUCATION AND RESEARCH nology, reported to the convention that his first classes will be accept-Discussion ranged around such sentatives of 17radio stations Murdo MacLachlan reported thated this fall. Two year courses will topics as Community Antenna TV, and five television outlets. the association had maintained a re-be given to students who have grad- possible changes in commercial con- lationship with UBC since the mid -uated from high school with univer-tent regulationsfor TV, separate 50's. In that time more than $60,000sity entrance requirements.There programming for FM, and the future President Roy Chapman reported was spent in various projects. Thewill be a production option and a of the CBC. that the executive had met with the co-operationbetweenthebroad-technical option, with a total of Attorney General of BC in relationcasters and the university had beenabout 30 students to be in the first Special mention was given by to beer and wine advertising. Longexceptionally worth while, he added, classes. the BC ABofficers to the reap- discussions were had, but it was not and it is to be hoped that it will be pointment of Joe Brown of Vancouver possible to foresee when any changecontinued with special projects from The institute has a generous in- to the BBG. Brown, who attended the might be made in the BC regulations. time to time. stallation of modern broadcast equip- Harrison meeting, was credited as ment for both TV and radio. Some of being an active and understanding (Advertisement) the instruction to be given will be member of the board. The convention from volunteers from the industry,gave him a vote of appreciation for OFF TO A FLYING START WITH BOAC I whose practical experience shouldhis past services, and congratu- be of value to the students. lations for being ohe of the few reap- With his move into the BC De- pointments to the board. partment of Education, Laurie Irvine moves from a long c areer in radio broadcasting.Starting in Kamloops BOOST PROGRAM EXCHANGE in the mid -thirties he moved to CKWX, Vancouver in 1939, where he has re- Directors Bill Speers and Ray mained ever since, except for a short Peters of the BCAB urged the hiatus at CFCF, Montreal, where he members to expand their contributions remained two years, returning to 'WX to and support of the CAB Program in 1961. Exchange.The growth of this Ex- change will allow private broad- His appointment was encouraged casters to make a very real contri- by the industry committee of the butiontonationalunity an d BCAB which has been working withunderstanding. Jim Allard, executive the authorities setting up the Broad-vice-president of CAB, during his cast Communications Department atreport on national activities, also the Institute. His will be a full-timeurged support for the Exchange. post and he will have one or two full-time staff members. The rest of Broadcast News' Charlie Ed- the lecturing will be from members wards was host at a special luncheon, of the industry on a voluntary basis. during which he gave a progress re- Irvine goes into his new postport on BN's growth.The 'voice with the confidence of the BC broad-report" is fast becoming an important casters, who feel his background in service of BN, and has contributed both production and technical matters to the increasing number of national will stand him in good stead in hisnews beats scored by BN, he said. efforts to 'train young people toThe British Columbia members re- work in broadcasting, not write bookselected Bill Guildof Victoria as about it." their representative on the BN board of directors for the next two years. The provincial meeting of news LIBEL AND SLANDER editors of BN stations will be held Lew Roskin, CKLG, reported on in Victoria in June. a study of the laws of libel and slander in BC, one of the provinces The meeting voted to join with that has not amended these laws to Western Association of Broadcasters give broadcasting the same generalagain this year for a summer meeting. protection as is afforded to news-Don Hartford, president of WAB indi- papers and other print media.The cated that his organization may yet BCAB will press for such a change,in change its dates to avoid conflict view of the ever present possibilitywith other meetings, but that this can BOAC signs first Stephens & Towndrow FM contract with CFPL/FM. of defamatory material being broad-only be done with some difficulty. Addingthis52 week contracttothose already scheduled on cast under innocent circumstances. CKY/FM, CHUM/FM and CKGM/FM, advertising manager, Fred Under present B.C. law, which (The WAB meeting is at present Miles, commented, "FM gives BOAC sustained low pressure cover- dates back to 1936, publishers mayscheduled for August 27-9 at Jasper age of the best travel prospects". reduce the possibility of action beingPark Lodge. This immediately pre- With Fred Miles are "Bud" Knight of CFPL, FM and Dick Sheppard taken against them by the publicationcedes the meeting of the Atlantic of S & T F/M. Account executive John Moore of P.F.M.M. in Europe of retractions where the alleged libel Association of Broadcasters at the at the Olympic games, at time of photograph. had been printed without malice. The Isle Royal Hotel, Sydney, N.S., which extension of this principle to broad- has been announced for August 30 to cast publications has been included September 1).

4 Canadian Broadcaster Editorial

What is all the shouting about?

The Board of Broadcast Governors came people who sit down and write angrily to the into being in 1957 for the sole purpose of re- BBG.So would it be unreasonable to suggest gulatingthe broadcasting business, so it would that the BBG is allowing itself to be swayed be indeed surprisingif regulations were not in this case by a small group of sub-, or at passed. least ab-normal people? While many broadcasters wince quite often As far as the number of spots is concern- BROADCASTER at some of the rules which have been put into ed,is the elimination of four spots or three force by the BBG, the industry at large regards minutes an hour really going to make any dif- Authorized as secondclassmailby the thegovernors asa fair-minded and consci- ference? Will people sit back intheir arm- Post Office Department, Ottawa, and entious group of people, always willing to dis- chairs in front of their sets with sighsof re- for payment of postage incash. cuss new measures before they are put to work, lief because of this step?Would not a more and eager not to cripple the broadcasters econo- realistic approach to the question be to say: mically in their efforts to improve broadcasting "Either we have advertising on our radio and Published twice a month by from the public's standpoint. R.G. LEWIS & COMPANY, LTD., television stations or we don't."

Room 205, 217 Boy St. - Toronto 1 Unfortunately it is an impossibility for the In exploring the second alternative it will EMp ire 3-5075 BBG, designed as we have said, to impose and be found that quite a number of people - per- enforce a code of regulations, to stand still. haps even a majority - would prefer to get their On the face of it,it might seem practical to radio and TV programs uninterrupted by com- 25f a copy draw up a suitable code and then administer it mercials.(It is rather similar to asking them (Directory Issues, $1.00) for the remainder of their years in office. In if they like paying for the movie or going in $5.00 a Year actual practice though, this cannot be, because free). $10.00 for Three Years broadcasting is the fastest -moving business on The next question asked is whether they earth and changing conditions give the authori- February 20, 1964. Vol.23 No.4 would be willing to pay $50 or $100 a year to ties a wonderful excuse to change the rules cover the cost of advertisingless broadcasting. over and over again. Editor and Publisher And what is the answer? A resounding "no". RICHARD G. LEWIS Right now the question before the house In other words, while people would rather Assistant Editor concerns the frequency of commercials, a state be without the advertising, they do not dislike KIT MORGAN of affairs which has brought forth complaints it enough to make them willing to pay the shot Art Editor in the form of angry letters from members of themselves.So our system, which has always GREY HARKLEY the public to the BBG. been a commercial one, and which is now and Production Dept. The BBG, it would seem, has decided that always will be a commercial one,is,if not BRIAN McDOUGALL something must be done about it,and is ap- the most desirable, at any rate the leastun- Advertising Dept. parently proposing to reduce the number of desirable in the public mind. HUGH B. FIDDAMAN commercials permitted in an hour of broadcast- So what is all the shouting about? Secretary -Treasurer ing from the present 20 or a time limit of 16 and Circulation Manager Nobody, in his right mind, can really be- T. G. BALLANTYNE minutes to perhaps17 spotsin14 minutes. (The BBG is going to announce its proposed lieve that the elimination of from two to four commercials in each hour of broadcasting would Correspondents limits before the matter comes up at a public hearing March 10). have any effect whatsoever on the all-over SAM G. ROSS Ottawa image of radio or television. Total elimination DORWIN BAIRD - - - Vancouver of commercials would be the only satisfactory

LAURETTE KITCHEN - - New York solution.

WALTER R. WATKINS - Londor, Before looking into the angry letter angle, But somebody has to pay the shot for the it might be well to consider who writes them. programs.The public won't and the sponsors People may curse the commercials, or go will. And, what is more, the public endorsation Typography and Make-up by to the refrigerator or the bathroom whenever of broadcasting, commercials and all, cannot Canadian Broadcaster they come on.They may even shut off the set be questioned,in terms of its investment in Lithographed by and go to bed.But, we respectfully submit, sets and the hours it spends with them. Bickerton Litho you could put in your eye the number of sane So what IS all the shouting about?

RA010 1:4/1a/ FOR CRicin, rd\o'F'5:Frci'Ap,°N-FAI°DiNAsj TALE _rwne. rtr Ty/ rszwlc-W- % ..- r"-;60,. J.460G0 S SPEAK % A191 \ ,,,Aoct--to 6toN OctTHE IC)P4 . Re 6---"Likl- RE -0 looptv. pAoPe %. g== ... 'N' POLL ROCK 1 e.., MOPE"'N'TORESYMPHONY . AA0R7".MORE TALKS 'STATION MAN,AGERI \--;e Mo,MUSIC! ,. "E DRAMA-vv,___ ! "-`)COMMERCIALS!

February 20, 1964 5 InsideFrench Canada Programs outrate 'numbers' in station's pitch to admen

by DICK LEWIS

FACED WITH DISAFFILIATION from the CBC Televisionnet- work next October, when the Corporation will establish itsown station on Channel IIin the Quebec capital, CFCM-TV, Quebec City is not as concerned with its own ability to program inde- pendently in a way which will hold a good share of its thus -far captive audience asitisto convince advertisers and their agencies that this is the case.

This must have been the motive of La Television de Quebec (Canada) Ltie this year for its annual presentation during the Quebec Carnival.

In the day-to-day life of a trade paper serving the broad- casting fieldstation pitches come and station pitches go. Gatherings of advertising and broadcasting people over canapes and drinks in Toronto and Montreal Hotels are pleasant social functions, where old friends meet and chat, and the guests listen politely as the host station and its reps, with due apolo- gies for interrupting the festivities, present their pitch - largely statistical, with innumerable slides and charts - to "sell the market."

Strange as it may seem, little if any consideration is given to how audience is reached - by screening or auditioning pro- grams and personalities - beyond share of audience and such statistics.

CFCM-TV apparently takes the opposite view. Its presen- tation,in its own studios, put on display its fine array of French- speaking Quebec talent, wrapped up in a way that would con- vince the ad -men that it entertained its audience by the simple expedient of entertaining theEnglish-speaking ad -men them- selves.

Statistics were given, but they were given entertainingly, in such a way that they were subordinated to the entertainment, without in any sense losing conviction. CFCM-TV is faced with two problems as its movestowards: independent operation.First it must become self-sufficient in its programming against the day the network prop will be re- moved. This, in common with most Canadian private stations, it is well able to do.But there is another point.

The second, and perhaps most important problem, is for the station and its reps to convince sponsors and their agencies that here, in their own productions, is a fitting substitute for the familiar and excelle nt programs of the French Network. Further than thisit must sell the idea that the fact that the bulk of their programs are locally produced for their own audi- ence, rather than for the whole of French -Canada offers, from an advertiser's as well as a viewer's standpoint, an extremely acceptable medium. BONHOMME CARNAVA L was the honorary host of the CFCM-TV re- ception.He is seen here with Lynn Fcntaine and Jean LeNoir (re- To the advertisers,the agencies and the television industry spectively extreme left and riglir) who were responsible for the 100- itself, we unhesitatingly commend the CFCM-TV presentation, minute taped station profile, "The Eternal Triangle," which was seen The Eternal Triangle as we were privileged to see it. and enjoyed by 114 Toronto end Montreal advertising people at CFCM-TV Quebec City early this month. The other two in the top We believe it should be seen by every national advertiser picture are (second fromthe left) Managing Director Jean Pouliot and and every advertising agency as will undoubtedly be the case. (second from the right) Assistant Gene -al Manager and Sales Man- it ager Arthur P. Fitzgibbons.In the centre picture are the two men We believe also that it would be a service to broadcasting if responsible for the technical production of the Great Tape, left to were shown at conventions, not as a promotion for CFCM-TV, right, Gerard Fortin, chief engineer and Claude Vezina, technical but as a promotion of a system of promotion which CFCM-TV operations supervisor. In the lower picture is one of the three plane- has used to sellitsFrench -language programming philosophy loads of Tororto and Montreal questssnapped on arrival at Quebec. to English -language advertisers.

6 Canadian Broadcaster ONE HUNDRED AND ELEVEN (In a personal appearance before is in Metropolitan Quebec." Answer: Practically the entire staff of the Toronto and Montreal agency men the audience after the show, the"Oh shut up!" station turned to for five packed and advertisers and three reportersbridegroom rather dispelled the il- After the ceremony: "Would youweeks of after hours work to get the boarded TCA planes, chartered by lusion when he said "The hell with please answer my question about the124 sequences of local talent onto Television de Quebec Ltee, Thurs-television.") average salary?" Reply: 'According tape. day morning February 6, fora 24 -hour to my boss, it's close to $5,000." Technical credits go to the tech- visit to the Quebec capital and STATISTICS CAN BE FUN nical staff, under Gerard Fortin, chief CFCM-TV, at the height of the "I know there are 82,000 urbanengineer, and Claude Vezina, techni- Quebec Carnival. Integrating the statistics was homes in your market but how many rural ones do you have?" The answercal operations supervisor, for the This is an annual event, but novel and most entertaining. Avery- "84,000." innumerable taping sessions and the this year there was an added purpose. magnified face of a rep, viz and to editing of the finished job. wit Art Harrison of Hardy Radio & And then the final question, On October 1, 1964, CFCM-TV TV Ltd who rep the station, brokeposed in the nuptial chamber: "...I During 1963, Television de will cease to be an affiliate of the into the middle of the wedding cere-wonder what will be the populationQuebec paid out nearly $175,000 for French network when the CBC opens mony and anywhere else equally as of your coverage area in 1965."various categories of artists. its own Quebec City station on impossible with: Answer: "950,000 people.* for which The most indicative statistic Channel 10. "Boy this girl is a cutie.Are Harrison appended: 'Gee girl! Youconcerning the whole presentation As Managing Director Jean A. there many like her in metropolitan have work to do." %was that 114 posteriors were glued Pouliot put it in his address of wel- to an equal number of hard chairs for Quebec?' To which a voice from the without a come: back of the hall replies:"185,340 "The Eternal Triangle' was thean hour and three quarters brainchild of Jean Lenoir, thebreak.There was spontaneous ap- "I know very well that you know and there are 172,000 males. Do your own arithmetic." station's promotion manager. Jean isplause at the end of the show, and we have not flown you all the way to a 29 -year -old Parisian bachelor. Heat the cocktail party whichfollowed, Quebec City during the Carnival, "Hey! This girl is French! Byshares the glory with the producer,nary a negative comment. only for altruistic motives. You are the way,how many people are French 26 -year -old Lynn Fournier, who grad so right. in Metropolitan Quebec?" The reply -uated from Ryerson Institute in 1960, Say You Saw It "We expect to get full return for "265,200 French-speaking only, 86, and was 'put on display" at the CAB our investment, not by asking for 700 bilingual." convention that year as one of the in special favors, but simply because In the middle of the ceremony:top students.At this time he lined we firmly believe that, after you have "I hate to interrupt, but I really would up his job with Television de Quebec, THE BROADCASTER seen our presentation this afternoon, like to know what the average salarywhere he has been ever since. you will realize that we have some- thing to offer which can be of great value to you, and thus to our mutual advantage.' Pointing out that they welcomed the arrival of the CBC, because they believed in the basic value of compe- tition, he went on to say:"...as independent operators, we shall have "NOT better time periods to offer to our clients and a better opportunity to produce the type of programs which the public undoubtedly favors." TOO "...our purpose this afternoon is to show you that we have the physi- cal facilities, the capable personnel FAR as well as the first ratetalent, to supply you with the tools you need in this market.* This was the cue for the be- OUT" ginning of the specially prepared video taped presentation, The Eternal Triangle, described in ad- vance publicity as:'Station Profile 1964.'

THE ETERNAL TRIANGLE Margaret and Ken Johnston with their two sons, Brent, 9, and Gary, 15, are What this actually consisted of another young family who listen regularly to CJVI in Victoria,B. C. was a tape, one and three quarter Margaret,a charming English girl whose quiet good tasteis reflected in the hours in length, made up of 124 se- quences. comfortable living room of their home at 4460 Kulshan Place, likes CJVI's program- ming because it's "not too'far out' ".She and Ken particularly enjoy the on -the- Program sequences, ranging in length from two to 90 seconds, were spot news reports from around the world, while athletic Gary and exhuberant young chosen from Tele-4's actual and Brent get a kick out of "Fun Time", CJVI's happiest program. future programs.These were inte- All four Johnstons are "Joe's Notebook" fans, and the musical variety offered grated with real commercials. Tying the whole package together was a on the stationpleases the entire family. story line around a young couple on CJVIisproud to number thisattractive young Canadian family among its their wedding day. thousands of satisfied listeners. Throughout the show, the bride had considerable difficulty in tearing her groom from the third angle of the triangle, the TV set, in order to al- low the marriage ceremony and en- suing rites to be performed. The program sequences and seg- VICTORIA ments, as well as the commercials, were part of the "story", representing what the groom was watching when B.C. he should have been standing at the JV altar, attending the reception, and driving off on his honeymoon. The climax came in the hotel, when the bride had literally to tear off his clothes to get him away from FIRST STATION a sportcast on the TV in the hotel bedroom before she could persuade IN B.C.'s SECOND MARKET him to tear himself from the set and climb into bed.

February 20, 1964 TV Advertising TOP 50 NATIONAL ADVERTISERS in order of Limited category list 1962 Expenditures for Time and Space

TV PERCENTAGE ADVERTISERS TOTAL TV TIME AND LINES OF TOTAL TIME AND SPACE ($000) gives TV top billing 1. General Motors of Canada $1,175 15.9% 2. Canadian Breweries Ltd. 1,622 34.6 3. Procter & Gamble Co. of Canada Ltd. 3,995 99.5 4. General Foods Limited 2,521 70.2 over all media 5. Ford Motor Co. of Canada Ltd. 749 22.4 6. Lever Brothers Ltd. 2,489 78.0 7. Imperial Tobacco Sales Co. of 910 29.1 Canada Ltd. by BEN HOLDSWORTH 8. Rothmans of Pall Mall Canada Ltd. 707 27.2 9. Imperial Oil Ltd. 682 28.0 10. Colgate-Palmolive Ltd. 1,394 65.2 LUNCHEON MEETINGS IN the tele- Perhaps most striking of all the vision industry in the past severalcriticisms has been the statement 11. Kraft Foods Limited 953 47.0 years have offered not only rubberthat Television Strikes the Lowest 12. Kellogg Co. of Canada Ltd. 1,106 56.6 chicken and fruit salad.'All too fre-Common Denominator in all it does. 13. Chrysler Corp. of Canada Ltd. 280 15.4 quently the fare has included speechesThis is the essence of many of the filled with dire warnings. accusations. It is a sob sister whose 14. Molson Breweries Ltd., 526 29.9 most remarkable value is selling 15. Standard Brands Ltd. 286 17.1 Television is in trouble ,thesoap to millions of wretched house- speakers say. wives.. . 16. Trans -Canada Airlines 123 7.5 Television has become the whip- 17. Campbell Soup Co. Ltd. 609 37.7 ping boy for the politicians, for the Since TV is so many things, let us limit our analysis at this time to 18. Coca-Cola Ltd. 540 33.8 pressure groups, for the columniststhe advertising side of national tele- and the intellectuals, say these 19. American Home, etc. (including vision.This is logical, since so many 1,120,156 74.7 orators. of the critics on all sides decry the Boyle -Midway, Whitehall) "Why pick on TV?", they cry.commercials! 20. Government of Canada 377 25.3 Television is being maligned, roasted We asked the Television Bureau 21. B. Houde & Grothe Ltee. 379 27.6 with fire which should be aimed else-of Advertising for its most recent where! data on advertising expenditures. The 22. Sterling Drug Ltd. 962 71.5 Is television in trouble? Let usmost widely accepted base for such 23. H.J. Heinz Co. of Canada Ltd. 292 22.1 look at the facts. figures is the Elliott -Haynes national advertising analysis,the most recent 24. Canada Packers Ltd. 390 30.4 Television came to Canada just complete year being 1962 - 1963 25. Canadian Pacific Railway Co. 188 15.0 fourteen years ago, following a serieswill be available in a month or so. of government hearings, commissions 26. John Labatt Ltd. 299 24.0 and edicts during the 1948-51 period.The TvB's figures, therefore, will Since that time, the industry - bothhave several points of weakness in- 27. Benson, & Hedges Canada Ltd. 411 33.3 government -owned and private - hasevitably; 28. Robin Hood Flour Mills Ltd. 102 9.1 grown in phenomenal fashion by any They are not as up-to-date as we 29. Pepsi -Cola Canada Ltd. 539 51.9 standards. would like; 30. Bristol-Myers Co. of Canada Ltd. 460 453.0 It is today a several times/over They represent national advertis- $100 million industry. ing linage, and time -and -line 31. Javex Co. Ltd. 723 73.8 costs, only, and do not include 32. Salada Foods Ltd. 173 17.7 It is the top advertising medium items such as locally placed ad- in the country. vertisin g,production, or rights, 33. Gillette Safety Razor Co. 740 75.7 It has become part of the daily and several categories such as 34. Hiram Walker-Gooderham& Worts Ltd. Nil Nil life and habits of a nation in the short direct mail; 35. Canadian Industries Ltd. 426 44.9 period of actually less than a decade: They do not reflect the total as anational medium only since 1958! weight of advertising message or 36. Clairol Inc. of Canada 273 30.3 How can the speakers say the expenditure by individual adver- 37. Nestle (Canada) Ltd. 640 71.2 industry is in trouble? tisers in such items as display, sales pr omotion, co-operative 38. Vick Chemical Inc. 438 49.2 arrangements etc. 39. S.C. Johnson & Son Ltd. 812 93.0 DE WOLFE Nevertheless, all advertisers are 40. Canadian National Railways 89 10.6 RECORDED MUSIC treated in the same manner in this 41. Distillers Corp. Ltd. Nil Nil measurement, with the same basis of CATALOGUE comparison - the best available at 42. Shell Canada Ltd. 521 63.8 this time in Canada. 43. American Motors (Canada) Ltd. 341 42.4 This fine, modern and extensive In the year 1962, television ac- 44. Hydro Electric Power Commission catalogue of background and 417 52.6 mood musicis now available counted for 31.4% of all national ad- of Ontario vertising - Number One by 3.3% over forlisteningat our downtown 45. Kimberly-Clark Canada Ltd. 433 55.8 audition room. the next medium, Daily Newspapers. Here is the ranking by media: 46. Bell Telephone Co. of Canada 155 20.5 Contact:Miss Viola Wright, Television 47. Canadian Kodak Co. Ltd. 218 29.7 846 Yonge Street, $65,678 million31.4% of total 48. Quaker Oats Co. of Canada Ltd. 344 47.8 Toronto, Ontario. Daily Newspapers 49. Philips Electronic Equipment Ltd. 268 38.8 Telephone: 921-4492 28.1% of total $58,868 million 50. Canadian Oil Companies Ltd. 340 50.5 Radio CANADIAN MUSIC SALES $24,698 million11.8% of total NOTE: these measurements are limited o space for print media, time - and - lines for television.Production costs, and rights and talent are CORPORATION LIMITED Week End Supplements not included. Nor are locally placed or co-operative expendituresthrough 820,226 million 9.7% of total 58 Advance Road, local dealers. Toronto 18, Ontario. Consumer Magazines SOURCE: TvB from Elliott -Haynes Ltd. $19,548 mill ion 9.3% of total

8 CanadianBroadcaster Outdoor Where are the insurance com- $ 7,400 million 3.5%of totalpanies? Farm publications Where are the travel advertisers? $ 5,467 million 2.6% of total Where are the major metals in- Transportation dustries?Construction?Textiles? $ 4,238million 2.0%of totalAppliance and White -goods manufac- Weekly newspapers turers? $ 3,330million 1.6%of total Indeed, where are many of the ADVERTISING SPECIALTIES PRIZES FOR QUIZ SHOWS big industries of the country who CATEGORY BREAKDOWN Pens Pencils Memo Books have an interest ip public opinion? Hats Balloons Rulers, etc. COMPLETE PROMOTION The most striking single point to(We suppose this means the so-called F011 TRADE SHOWS-CONVENTIONS, PACKAGES__- FOR BROADCASTERS notice in this comparison is theinstitutional advertisers of all kinds). DEALER MEETINGS figure for national television expen- If the critics had said, simply, NEIL S. O'DONNELL LTD. ditures: $65,678 million. Free Scripto Pen ' Associates that television has too few eggs in if you mention ad with your enquiry iie the Basket - they would be right! 1652 Bayview Ave.thisntestsBROKERS Fifty advertisers make up almost Tel. 485-0781 half of this! Toronto 17 10 Castleknock Rd., Toronto. HU. 8-8601 Fifteen advertisers make up In the industry, too few agencies, over $22 million of the total! too few advertiser -clients have, evi- RESEARCH MISCELLANEOUS dently, taken the medium of televi- Who are these dominant adver-sion seriously as a medium to sell CANADA'S MOST COMPREHENSIVE tisers? products other than the consumer MARKET RESEARCH SERVICE CLIFF McKAY 411 r,a package group. ..or to promote ser- IP In the top fifteen television advertisers:four are in the house-vices and intangibles. aptt #4414.04, UitC . hold - soap and detergent category; LIMITED three are in foods; three are in drugs; There seems to be good reason 107 Carlton St. Telephone one is a beverage advertiser; two arefor wishing the Television Bureau TORONTO - ¶15 Broodr,w A Yi . HO 3-1144 lots of luck!That is, we hear, the MONTREAL - 3290 13.,norchn 5,,,, RA a-5360 Toronto EM. 3-3525 tobacco manufacturers. reason for its existence. Only two of the dominant fifteen are in the hard goods category, and FILMSERVICES FLOWERS Our view is that the advertising for every occasion both are in the Automotive group. industry has a job on its hands- a In the next ten top televisioncomplete re-evaluation of the medium I NDUSTRIAL FILM MAINTENANCE WINONA FLOWERS spenders are:four food advertisers;of television.It's a way of selling TV FILM SERVICE LIMITED three beverage companies; two auto-that too few advertisers of conse- 131 Peter St., Toronto, EM. 2-2501 413 Bloor St.E., Toronto, WA. 1-2303 motive; one drug manufacturer. quence have tried! At this point ,you may muse, Perhaps the critics could change Furn Procurement where are the others? the tune over the luncheons and the and BOOKS Where are the other important ad-chicken if many more industrial onitoring T.V.offair By Mail vertisers in other categories? Gogroups saw the real values of televi- M ForAgencies sion - and settled down to business down the rest of the list of important Book Dept. advertisers in TV and you won't findin recognizing it as it really is - the THIS SPACE the pattern changing to any signifi-most effective way of communications Canadian Broadcaster cant degree.(See Table). yet devised! will deliver your message TWICE A MONTH 217 Bay St.,Toronto FOR ONE YEAR for $5 per insertion. Telephone ATU COMPONENTS Answering 2 Hour Service I gje GELECO Electronics Ltd. - 141) Service Phones: 1262 Don Mills Rd., 4445991 Don Mills, Ont. or BA5-2497 Answers your phone SAY YOU SAW IT whenever you are away fromyourofficeor IN residence. THE BROADCASTER Phone for Booklet in ACEON Toronto Montreal PRINTING 924-4471 UN. 6-6921 IMPERIAL PRESS Want a Man? iiiyLIMITED PRINTERS Want a Job? We have expanded TRY A SMALL AD sTATioNs. to serve you better. in New Address 548 King St. W., EM. 4-9261 Canadian Broadcaster CPCN 0 RADIO -1280 RADIO -1280 RADIO -1280 RADIO -1280 0 0 4 a 0 ao A VOI X DU CANADA FRANCAIS A MONTREAL*

.11 0 0 3 THE MEE OF Flute CARAID/i I te gig RADIO -1280 RAD10-1280 RA010-1240 RADIO -12800

February 20, 1964 9 The salesman's volume is only the beginning

Excerpt from an address to the Advertising & Sales Club of Toronto by THE HONORABLE WILLIAM HAMILTON This is the second of three excerpts from Bill Hamilton'srecent speech.Originally secre- tary of the Advertising & Sales Executives Club of Montreal, he next was elected to Parlia- ment, where he became Postmaster General in the Diefenbaker government. Now he is in Vancouver, where he is president of the distillery Park & Tilford Limited.

UNTIL NOW I HAVE BEEN discuss- The first is the field of produc-a really hot subject today with a tre-developed in the future, those market- ing a basic philosophy which, if ap-tivity.E. B. Weiss, after a prettymendous amount of effort being spenting executives who think today in plied, will up -date your marketingcareful analysis, has concluded thatin determining what the productivityterms of productivity of their sales processes beyond your competitors.a good many salesmen today actually of labor actually is and how it mayforce - of measuring output in the Most of you will be too busy - whichonly work a five hour selling week,be improved. This is relatively easymost advanced possible way on a is a polite way of saying too lazy orin the sense that this time is directlyto do in the factory because it usual-man-to-man and unit -by -unit basis - disinterested - to seek out specificinvolved in productive selling time.ly deals with a mechanical, easilywill actually be ahead of their time areas for consideration, and you won't measured process. and will make more money as a re- think this speech is really worth- We may argue with this particu- sult. lar figure, but we must agree the grad- In the case of our distillery in while unless I do a part of that job North Vancouver, we know to within I underline, in my previous for you as well. ual reduction in the length of the work week, the transfer from com-one -hundredth of a gallon how much sentence,theconnection between Therefore, let me go ahead tomission remuneration to salaries for is pioduced from a bushel of grain,the "measuring output" and the words explore a few areas where effort onsalesmen, and the increase in theand we can measure with similar"most advanced possible way" be- your part might put you well ahead ofcost of supporting a salesman, have accuracy every other aspect of ourcause the significance lies there. more people's thinking.I want tomade golden moments of our sales-business except our marketing per- Everybody at first thinks they talk to you in this connection aboutmen's time from which we must re-formance. can measure a salesman's output by areas and ideas which are not "farceive the greatest return by making In the area of markets we know the number or volume of his orders, out", but which are now reasonablythem as productive as possible. the number of cases we have shipped,but that is just the beginning, and no well proven and in which work is al- In industrial production, this is the number of salesmen we have, and real measure at all. Such a measure ready being done. the amount of money we spend on must be related to what should le marketing.However, no matter howproduced, to the man's inherent capa- hard we work with these figures forbility,to outside factors such as the time being, like all otheryour advertising and your competi- KEY businesses, our measurements of pro- tion, and to other things before you ductivity in marketing are far lessreally end up with a true measurement To reliable than our measures of pro-of productivity in salesmanship. ductivity in manufacturing because BUSINESS To show yie how this sort of outside influences, such as generalthing then begins to bring beneficial economicconditions, competition, results in its train, let us realize that IN THE and a host of other factors directly once we begin to measure something, affect marketing efforts. we almost automatically begin to think about improving the thing we MARKETING PRODUCTIVITY are measuring. Thus, measuring the WHOLE NIAGARA PENINSULA productivity of our salesmen's efforts Management, however, is getting leads directly to thinking about how accustomed to the idea that produc-we may improve that productivity. Reps. tivity measurement is one of its most DIAL610 valuable tools in the manufacturing There are two areas in which PAUL MULVIHILL & CO. LTD. end, and management is going eventu-this may be done - the improvement ally to demand similarly reliable of the customer and the improvement Toronto Montreal statistics from the field of marketing. of the sales effort.Generally we C KTB assume that one customer, or one ST. CATHARINES The important partis that noaccount, is just about as good as matter what better measures will beanother, that all accounts are pro- fitable, and that the intuition of the individual salesman isall that is needed to make decisions in this TELEVISION field- if any decisions are to be 'llou csaar Peat the made. Actually, a tremendous job can be done, with the information which is becoming available to us today in eexer such detail through computers and barrie in simpler faskion for smaller CKVR-TV businesses,towards the upgrading of 7deocatha the customer roster, the elimination S p of less profitable accounts, and im- CJCH-TV halifax proved prospecting techniques, pro- Anditisparticularly truein these markets. When you vided we can break away from the buy these Stations selectively you get the type of audience status quo. Equally, there is room for change CHOV-TVpembroke you want through participationsintop rated shows - and improvement of the sales effort through such developments as more shows thatdeliverbig audiences ata good efficiency. face-to-face selling time and the Only spot Television provides maximum flexibility and at more effective use of this time through CFCL-TV timmins improved presentations, visuals, care- the right cost. fully planned sales talk, and so on. Better methods of the selection of salesmen than are commonly used today will soon be commonplace. By the same token, as we become aware of the productivity of our sales force and the quality of the business which the man brings in as well as the TORONTO MONTREAL Catadion Broadcaster 10 quantity. I feel that the pattern of re-that are going to come, but we allowdemands of such a proposition are As Alfred P. Sloan, Jr. - the muneration for salesmen will undergoour day-to-day problems to so obsessjust too great to be met by a busyman who created the greatest business substantial changes in many firms, us that we don't manage half as wellman in a short period. Tackled onecorporation of all time, General so as to reward superior performanceas we know how. We b e c osn e en-area at a time, no matter how smallMotors - said recently in Fortune. on some more sound basis than com-veloped in the status quo. or limited the area, the job becomes"There will always be some conflict mission or salary and commission. betweenthe figure men and the sales- Eventually, of course, we do getfeasible and practical for any one of Far too many sales executives us. men, since the salesmen naturally pushed into these new developments think they can do something about a are still living in the past, with their in order to keep up with our compe- statistical situation, as they often attitudes conditioned by a lifetime oftition and maintain our jobs.I have FIGUREMEN VERSUS SALESMEN can.' Nonetheless, the existence of experience which commenced in the never quite understood why it is that era of the 'drummer". a situation, its extent,and the we wait for this, rather than being To return to those proceduresmeasurement of whether or not any- A lot of things - mass pre -sell- one of the relatively small groupswhich will be commonplace in thething is being done about it and how ing by print and broadcast media, the who move ahead of the field and1980's, the second main area I wouldsuccessfully it is being done, must development of the corporate image reap the very substantial benefitssuggest is that of knowledge in de-always be reflected in figures. They and the brand image, the injection of this can bring. tail of our business. are the primary tool of management, thetechnician into the purchasing To my mind, the great dividingso that the marketing executiveof process, are only a few - have radi- LITTLE AT A TIME line between the salesman and thethe future will depend to an ever- callyaffectedthe environment in marketing executive is in their atti-increasing extent on statistical in- which selling must be carried on, Perhaps I might make a sug-tude toward knowledge, toward figureformation which is made available to and sales techniques themselves. gestion here as to how you can doanalysis for purposes of control. Thehim by all the wonderful and complex Only a percentage of management has this, because I realize the difficultynature of most salesmen - the verysystems which are actually available yet adjusted to this fact. of the day-to-day operating executivething which makes them successfultoday. Not so many years ago, indus-who is all too often overburdenedsalesmen - makes them also skepti- (NOTE: In the third and final ex- trial workers had really only twowith work in finding time for plan-cal about the value of figures the ning and for development. In my cerpt from this speech, which will basic methods of pay:the straight top marketing executive must have appear in our next issue, Mr. Hamil- wage and piece goods. Today theremind the way to do this is to breakas guides, and impatient with their the planning and development down ton explqres the new function of the have been infinite refinements 'and use. computer in today's business). recently, with at least one company,into little pieces and concentrate on a substantial breakthrough by which them one at a time. each worker in this company was We have been talking about given the opportunity to choose be-productivity - the measurement of a tween a salary increase and partici-salesman's real effectiveness - as pation in a very substantial share ofopposed to the simple measure ofRADIO NEWFOUNDLAND the company's profits.This kind ofhow many dollars did he sell or how thinking willcertainly spill over into many calls did he make. marketing remuneration more than it If you w anted to, you could has. single out this one area for a six month period and concentrate a cer- CM *cji CMC -:j I CM OBSESSED BY TODAY tain amount of your attention each /0, 000 watts MAW watts t,000 watts week on measurements in this area By now you will have concluded and how they might be used. that I am merely telling you things you already know, and in most cases, It may well be - it probably will I think this is right.However, this be - as you begin to think in this "BEST BUY IN Sad`uteagarld: means that it is about time to tell you direction, you will find that even a 'ask the all Canada man the story of the farmer who was sit- single area such as this is too big ting one afternoon on his front porch,and can helpfully be broken down looking out over what was obviously ainto segments. For example, arising run-down, not too effectively operated out of productivity,I spoke earlier piece of property. A bright young about improving the customer and man came along who introducedhim- improving the sales effort.. You could self as the government's local agri-take one of these for a. month, three WESTWARD HO! cultural adviser and who launchedmonths, or whatever period of time off into an extended discussion of is needed by you to research and what various changes and new tech-develop and put into action a program niques could do for this farmer and to measure and improve performance his farm.The farmer listenedin a particular segment of your oper- patiently until the young man reached ations - a program which you feel the point where he asked for the orderutilizes every bit' of available and by askingthe farmer when he was go-up-to-date developments, ideas, and ing to try some of these new develop-materials. ments, and what the expert could do Then you can tackle the next to help. project in a similar manner. 'Hell, son" the farmer said, Certainly for the operating ex- 'you go bother som ebody else; Iecutive to start off and say he is go- ain't farming right now half as welling to produce a 1969 sales force I know how." and marketing operation in 1964 will Too many of us are like thejust discourage and confuse anyone it, because the over-all farmer; we know about the thingswho tries Name the richest provincein Canada for the next12 months.That's right. Saskatchewan. The trend is to balanced programming Little old Saskatchewan, producer of two-thirds G. N. MACKENZIE LIMITED HAS S SHOWS of the nation's wheat...the provincethat has MONTREAL TORONTO WINNIPEG nosed out Ontario as Canada's richest in terms 1434 St. Catherine St. W. 433 Jarvis St. 171 McDermott of per capita income due to the recent staggering sale of wheat to Russia.Westward ho, indeed. QuoteTime,Sept. 27th: "As it filters into the Who was it that described a head cold as economy,the Russian wheat money will also rheum at the top? seed orders for farm equipment, autos, clothing fabrics, refrigerators, TV sets,"Selling any of these things?Your best bet is CFQC, the only radio station heard for hundreds -of miles around "ACTION CFCN in the rich farm lands outside Saskatoon. RADIO -TV CALGARY CFQC STAMM" radio - Saskatoon

February 20, 1964 11 ATLANTA ...of shoes and ships OVER THE DESK and sealing -wax - of 5 cabbages and kings

5 NOW WELL INTO HIS SECOND Included in these to date are ancerts from the United Nations and a YEAR as manager of the CAB Pro-interview with Dr. George King,weekly program on popular science gramExchange,headquarteredin founder and chairman of the Aether-from the Radio Nederlands. Toronto, Gerry Acton has acquired aius Society, which communicates with Gerry says he finds his job in. good knowledge of what stations areflying saucers; a discussion with pro- teresting and encouraging. He does 1 looking for in the line of programs.fessors of the University of Windsor feel, however, that most of the Every station did not reply to aon the world effects of the assassi- stationscontributingprogramsso questionnaire he sent out last fallnation of President Kennedy; an in- far are from. Ontario, and he would What's Atlanta to do with it? but a fair cross section did - enoughterview with the Windsor Bulldogs, like to urge both eastern and western he feels, to act as a guide. the hockey team which toured Russia stations to climb on the bandwagon. Easy. What seems to be needed morelast fall. French -Canadaisbeginning to Atlanta's one of the 11 All - than anything else is short "drop -in" come into the picture.CJMS, Mont- Canada Radio branches in North material. real, is providing a program called Eclairez-moi s'il vous plait, a half America busily selling time . . . This meanslittlefeatures - hour daily program in which two national time on 43 prime Cana- "featurettes" he calls them, - run- priests, Pere Hogue and Pere Lafor- dian radio stationsinall first, ning one or two minutes, as many as five a day, dealing with lighter things. tune answer questions phoned in by most second markets. Some of the suggestions along these listeners on moral and spiritual matters. Eight French -language A -C stations deliver half of lines were:the lighter side of the news, short editorials on national stations are using this program, and all Canadianhouseholds, more and international issues, "did you these stations' listeners are begin- than half total national retail know that?" (people, places, things ning to write in questions for the sales! events), odd "situationals" with a fathers to answer. punch ending, fashion tips, career Gradually Gerry is gathering ad- And FYI, here are the 11 guidance, criticism of Canadian arts. vance obituaries on noted people, branch offices that uphold A -C ans was able to supply his member supremacy in Canadian radio sta- Quite a number of stations reply- ing to Gerry's quiz commented favor- stations with a tribute to Pope John tion representation. ably on the fifteen half-hour Barber- XXIII at the time of his death. This shop Harmonies, each distributed by was pre -produced and recorded. by a different station. Another musical CFCF, Montreal. MONTREAL project, a library of 22 Christmas 922 Dominion Sq. Bldg. - UN. 1-5656 selections, went down very well dur- ing the season. WINNIPEG ACA, GOLD MEDAL 287 Broadway Ave. - WH. 2-6861 CKLW Windsor's interviews and Considerable interest has been discussion, which they contribute, shown in several quite serious news- CALGARY have gone down very well, Gerrymagazine series, such as Dateline A HEADLINE EVENT in the world 1230 17th Ave. S. W. - 244-2455 says, with at least 25 per sent of the London, World Report, both produced of advertising is each year's pre- stations using them. by the BBC; documentaries and con - sentation,bytheAssociationof VANCOUVER Canadian Advertisers, of its annual ANNOUNCEMENT 1161 Melville Street - Mu. 4-7461 Gold Medal Award for presentation APPOINTED TO STOVIN-BYLES PRAIRIES REGION OFFICE at the ACA convention, which takes NEW YORK place this year at the Royal York No. 518 10 Rockefeller Plaza - Hotel, Toronto, April 27-9. 246-1425 Awardedforcontributionsto DETROIT Canadian advertising, winners are Sheraton -Cadillac Hotel - 961-5438 chosen by an Awards Jury, made up of representatives of the Association CHICAGO of Canadian Advertisers, the Cana- No. 1528 333 North Michigan Ave., dian Associationof Broadcasters, 372-2528 the Canadian Broadcasting Corpora- SAN FRANCISCO tion, the Canadian Daily Newspaper 58 Sutter Street - 362-7159 Publishers Association, the Canadian Weekly NewspapersAssociation, HOLLYWOOD the Graphic Arts Industries Associa- tion, the Outdoor Advertising Associ- 6331 Hollywood Boulevard -462-6676 ation of Canada and the Periodical DALLAS Press Association. 511 North Akard Bldg. - 747-3723 The jury chooses the winner ATLANTA from nominationsitreceives from No. 422 1371Peachtree Street, people in all fields of advertising, 875-6644 and asks that such nominations be mailed to ACA headquarters by March 11, 1964. TO REACH The address is B. E. Legate, HAROLD OLSON KRISTIN OLSON Association of Canadian Advertisers, ALL CANADA Two new appointments to the Stovin-Byles Prairies Region office 85 Richmond Street West, Toronto 1. TALK TO at Winnipeg, are announced by President W.D. "Bill" Byles. Nomination forms can be 'obtain- Harold Olson who becomes Manager, Prairie Region has, for the ed from Ernie Legate. ALL CANADA past six years been associated with one of the most successful televi- There was one other thing I want- sion stations in the West. Prior to this he spent many years in local and ed to say. Oh yes!Buzz me if you national sales, and marketing throughout the Prairies. hear anything. All -Canada Miss Olson, in the capacity ofAssistantManager will handle station Radio & Television and agency services for Stovin-Byles on the Prairies.Miss Olson also Limited has a background of six years in broadcasting. The Stovin-Byles Prairie Region offices are now located at 1440 HEAD OFFICE: 1000 Yonge St., TORONTO Raaelje, Polo Park, Winnipeg. Telephone 722-2714.

12 Canadian Broadcaster The older a man gets, the farther he had to TV and Press co-operate in program walk to school as a boy.

PEACEFUL CO -EXISTENCEbe- Films of the experiment in the tween newspapers and television as use of newspapers and television as media of information and education complementary media will be pro- was illustrated on CFCF-TV's Let's vided to educators across Canada ACTIONCPCN Find Out this month.The program for screening and furtherdiscussion. demonstrated that the two forms of'The program is an example of 20th -TV journalism - print and electronic - century co-operation in the field of support each other, with TV provid- 'viva voce' education,' saysClifford CALGARYRADIO ingimmediate impact and news- Brown, producer of the weekly Let's SrATINS!" papers developing the news in detail Find Out series. and depth. The program opened with scenes filmed in the library of a high school where two students are reading Montreal Star coverage of events in the Panama Canal area.The next sequence showed the pupils in class as their teacher explains the Canal Zone and U.S. control there, and then leads into a discussion of the annexation issue in Montreal.The class then starts work on the Star's 50 -questionc u r r en tevents test, planned by the paper's public affairs department. In part two of the show, another group of students was given the test in a CFCF-TV studio, and the answers were presented in tele- vision's inimitable fashion, with story after story told on film, video- tape, by Relay satellite, stills, slides, painting, contemporary car- toons and graphics. The program wound up with a brief resume of the work of the news- paper's publicaffairs department, and interviews by Let's Find Out host Steve Montaguewith the students about researching in print after being motivated by television.

PIONEER PASSES A PIONEER OF THE CANADIAN film and television scene, Oscar C. Wilson, 61, died February 8 in hospi- tal in Torortto following a stroke. At the time of his death he was consul- tant on television films for the CBC- This remarkable device TV network, having resigned as man- ager of TV programs on film almost a year ago. can help prevent a 17 billion dollar robbery Mr. Wilson became interested in films in his youth in Vancouver and was active in the film society move- ment there. From 1938 to 1942 he was the first permanent secretary of the National Film Society, now the Canadian Film Institi:te, in Ottawa. Hurry. The robbery is taking placenow. And tomorrow. And the day after tomorrow. Butyou In 1942 `O.C.' joined the CBC as can stop itif you act quickly. Simply follow these instructions: 0 assistant supervisor of school broad- Phone the CBC. Ask them casts.In 1949 his background and about availabilities on their 8 owned and operated TVstations. (They're called the Big Seven knowledge of films led to his desig- Plus One and they're located in the major markets nation to prepare for the advent of across Canada. Plus one station in Corner television, advising on equipment and Brook Nfld.) 0 Jot down some of themore staggering facts. For instance, that these eight sources of filmed pr ograms. He CBC 0 & 0 stations blanket 60% of the TV householdsin Canada. And that one phone is all supervised thefilmdepartment of CBLT Toronto in its first year on the that's needed to fill you in on availabilities for all ofthe Big Seven Plus One. (Same goes for air and in 1953 was made the manager information on programming. Ratings. Audience informationor market data). One Phone of the CBC-TV film service, to de- call. A few minutes. That's usually all it takes. A CBC velop a network film service. rep will have all the facts on your desk that same afternoon. 0 Next, approach Mr. Wilson, who was born in your clients. Explain to them that if they're not advertising England,issurvived by his wife, on the Big Seven Plus One, they're robbing themselves of a share of 17 billiondollars. (The net Elsie, his mother, and a son, Warren. effective buying income of the area covered by thesestations). 0 If more proof is asked for, Experienced show them our rating data. (It's very impressive). El And, forthe finishing touch, produce a list RADIO NEWSCASTER showing the cost per M situations offer:.d by the Big SevenPlus One. (They're ridiculously required low). So low in fact, you might even call them... a steal. 0 Background inwriting and Oops. reporting as well as on -air. Information, tape andpicture to: CBCNATIONAL SELECTIVE TV SALES - CBUT Channel 2 Vancouver/CBXT Channel 5 BOB WOOD C eilkS Edmonton/ CBWT Channel 3 Winnipeg/ CBLT Channel 6 Toronto/CBOT Channel 4 Ottawa CFC 0 -RADIO gur CBMT Channel 6 Montreal/CBHT Channel 3 Halifax/CBYT Channel 5 Corner Brook (Nfld.) Chatham, Ont.

February 20, 1964 13 News from the film front - Television - Industrial - CUTS & SPLICES I Features - Syndications

FIRST MOVE INTO PRODUCTIONroles which has the company very ITC seriesfor the upcoming April 14:morning, Laboratory in Canada by MCA is a series of six happy. television season include:a newPractice or Television Engineering hour-long documentaries on comedy, hour-long Danger Man, starring Pa-and Production,concurrent sessions; After viewing the pilot, Screen trick McGoohan, an adventure series a co -production between MCA'sGems signed Whitney to a three-year afternoon, Photoinstrumentation, in- Revue Ltd. (Canada) and the CBC.contract, confident that the show which went over well in a half-hour cluding Medical Photography; even- Johnny Wayne and Frank Shuster are will sell for the coming season andformat on CBC TV a couple of years ing, The Motion Picture Industry in hosts -narrators of the specia 1 s, ago; Sentimental Agent, a series of the Soviet Union become a hit. hour-long shows starring Carlos which are titled Wayne and Shuster April 15:morning, Equipment Take an Affectionate Look at... The pilot was taped early this Thompson as an import-export busi- month, a half-hour of the music ofnessman involved in foreign intrigue; Papers and Demonstrations; after- The first affectionate look is at Moxie Whitney and his orchestra with another series of The Saint, starring noon, Sound Recording and Reproduc- W. C. Fields; second show is on singing star Margaret Whiting, in the Roger Moore, the first series of tion or Instrumentation and High - Abbott and Costello; then Jack Ben- posh Imperial Room of the Royal which is now on CBC-TV; and Sting - Speed Ph o togra phy, concurrent ny; the Marx Brothers; Bob Hope; York. Ray, a new half-hour by the creators sessions. and the final show will be an affec- ofSupercar andFireball XL -5, April 16:morning, Special tionatelookatBurns and Allen, Whitney is emcee of the show,featuring the electronic puppets. perhaps with a glance at Olsen and which will feature the entertainer Photographic Effects and Cinemato- currently appearing in the Imperial graphy or Instrumentation and High Johnson. The comedians analyze the Speed Photography,c o n curr en t Room whenever possible, and at other comedians via film clips and some times a star of the same high calibre sessions; afternoon, Special Photo- stills. will be signed as a guest. ProducerIN A YEAR-END STATEMENT is- graphic Effects and Cinematography; Shooting is being done at CBC's Selig Alkon, who also prod u c essued to Fremantle International evening, Time -Lapse Photography. studio seven, with CBC crews under Screen Gems' The Pierre Bertonofficies in Canada, Britain, Australia April 17: morning, Small -Format MCA's executive producer Gil Rodin. Show, plans to have a celebrity tableand Italy, company president Paul Film;afternoon, Projection Prac- Rodin's TV credits include the Bob to stop the cameras on their pan overTalbot said the distribution firm tices. Crosby Show for CBS for five and a the dancers and around the Room, toplaced a total of 5,750 hours of film half years, the Eddie Fisher Showwhich visiting entertainers and the-TV programming in 41 countries in The conference is being held at on NBC for one year, five color spec- atrical people would be invited. all six continents. The company is theAmbassador Hote 1in Los ials for NBC's Ford Startime, a Fred also producing over 100 hours a week Angeles. Astaire special, a Jack Benny spec- of live programming, through an

ial,and the syndicated Liberace agreement with Bert Claster Produc- series.From Toronto Rodin moves tions, creators of Romper Room and along to Australia for a similar co- other live -local formats. THE CANADIAN HIGHWAY Safety production deal there, to star Jack In 1963 Fremantle also moved Council estimates that CHSC safety Benny. HERSHEL HARRIS, vice-presidentinto co -production - with the Austra- messages have been seen on televi- and general manager of ITC of Can-lian Broadcasting Commission and sion 7,500,000,000 times since 1960,

ada Ltd., has been named to the through film. board of directors of the parent com-Pacific Films on a series of 39 half-houradventure shows called Four years ago the CHSC had ADVERTISING AGENCIES are call- pany, Independent Television Cor- poration.He joined the CanadianMagic Boomerang, and with the RA I Crawley Films Ltd. produce five 60 - ing Screen Gems (Canada) Ltd. to in Italy on a color series on Egyptian second TV films on road s afety ask for screenings of the pilot of the subsidiary in 1959, was made gener-history titled The Secretof the which were supplied to every TV Moxie Whitney Show, general manager al manager in '61, and was elected Ray Junkin says - a reversal of veepee last year. Pharaohs. station in Canada. As new stations Leading in new film sales in went on the air; prints were sent to CANASTA R FILM PRODUCTIONS EXPANDS ANIMATION FACILITIES 1963 were the first and second series them, and as old prints wore out, new of Biography,placed in 13 countries, ones were provided, and it's estima- while old stand-bys such as Hop - ted these have been shown 5,000, along Cassidy, which has been dis- 000,000 times. tributed by Fremantle for over ten Since then the National Film years, continued to sell.The com- Board has produced five cartoons pany distributes a total of 126 series. which carry the CHSC credit;the "We are planning several inno- Pan AmericanCoffee Bureau has pro- vations in the field of international vided one film;two films produced distribution and production for 1964 for the Rubber Association of Canada and 1965," Talbot's review promised. are being shown withCHSC approval; and another film on frost shields al- so mentions CHSC approval; and these account for another estimated

2,500,000,000 TV exposures.

SEVEN ARTS ASSOCIATED will re- lease a second series of 13 one -hour lo TV Concert Specials featuring the 104 -piece Boston Symphony Orches- tra,Canadian general manager THE MONTREAL PRESS Photo- Charlie Chaplin has announced. The graphers Association has named Ed initial 13 -week series has been shown O'Neil of CFCF-TV as Cameraman in more than 40 cities in the U.S. of the Year for 1963 in its annual TV and Canada andis now being re- News Film competition. There were MARY ELIZABETH EDGAR BARRY HELMER released. 51 entrants in the contest, in which 159 film clips submitted quarterly Two new artists, both from Winnipeg, have been added to the Canastar were judged in three categories of

Roster. Canastar is a division of KVOS-TV (B.C.) Ltd. Miss Edgar, brings spot news, general news and feature a wide background of art experience to the slide, film and animations de- news. partment. From catalogue artin Winnipeg, she progressed to commercial Out of a possible 360 points, art in Toronto:and five years free-lance in the Eastern cities.Versatile, THE SCHEDULE OF PAPERS FOR the CFCF-TV supervisor of photo- enthusiastic "Liz" brings afresh approach to animation and slide film work: the 95th technical conference of the graphy had 165 points. Second place plus the undeniable feminine intuition in a formerly all -male department. Society of Motion Picture and Tele- went to Jim Grattan, formerly of CF - vision Engineers has been announced CF -TV and now with CBC-TV, with Barry Helmer, also from Manitoba, has settled his wife and three sons on as follows: 150 points. Mike Brociner, formerly the slopes of North Vancouver. Barry was co -director in 1954 of a National April 13:morning, Motion Pic- with CFCF-TV and now free-lance, Film Board production "Riches of the Earth", an award -winning film about tures, Television and Education; was third with 135. Honorable men- geology in Canada.In '58 his Television Art work for Plymouth Compnay afternoon and evening, Television tion went to Jean Laurence of CFTM- won acclaim in the Art Director's Show, in Toronto. Engineering and Production. TV, who had 95 points.

14 Canadian Broadcaster FM Sales Committees? What do they achieve?

by ERNEST BUSHNELL Alton heads Hardy division EVIDENCE THAT another group of stations on the Hardy list.These The rumorfactory has it thatsupported solely by advertisingFM radio broadcasters is interested are CHFM-FM, Calgary, an FM -only another Parliamentary Committee todollars.Advertising is a legitimate in the commercial development of FM station;CHRC-FM, Quebec City, examine broadcasting may be swing-business and is probably one of thecomes to light with the announce- French -language offshoot of CHRC- ing and singing in the next session.vertebrae of our economic backbone. ment, by Hardy Radio & Television AM; CHIC -FM, progenyof CHIC - Ltd., of theappointment of Gene AM, Brampton and CKLC-FM, allied If this develops - and it likely willAt least it's a part of the fabric, the with CKLC, Kingston. - then it would appear that either thewarp and woof, of business as we in Alton as director of the FM Division Troika (Dr. Stewart*, Mr. Ouimet**the western world know it today.of that rep house. He will be station- Hardy thinking is that FM is an and Mr. Jamieson***) have not beenThen why can't an important segment ed in the Hardy office in Toronto, entirely different medium from AM ploughing in the same fields or, ifof our method or selling goods andbut will also be taking care of their and TV, and so the FM Division is they have, have done little more thanservices be regarded as respectable Montreal FM business. to function independently of the stake out a few headlands.Even enough to call itself an industry - others. that much might be regarded, by some,and no pussy footing about it? This At least in part, the three FM as commendable. is a theme which could be developed stations will be programming apart Having been associated, in aat greater length and maybe some from AM. Actual programming_poli- lesser or greater degree, with 15day when the embers are cooler I'll cies have not been announced, but Parliamentary Committees and threetake a whirl at it. the intention is to aim at the more Royal Commissions, let me say cate- But should the industry be per- discriminating audience traditionally gorically that, in my judgment, if themitted to speak its piece before many attracted by the type of programs performance and the end results ofof the Members who used broadcast- usually broadcast on FM. more than a handful of them haveing as one method of getting elected? Alton hopes to draw on his ex- produced much of tangible benefit to I suggest, indeed I recommend, that perience in the programming field by private broadcasting, - consideringnot only the CAB but the ACA, the working in close liaison with station the industry's size, scope and re-CAAA, the C.C. of C. and other program people, in order to evolve sponsibilities, as well as its effectworthy organizations (who claim to the kind of shows which will appeal on the public mind over the last twobe protagonists of private enterprise) to the listeners at whom they will be decades, - I must have been livingshould demand (not just request) the aimed. in Rip Van Winkle land. fullest opportunity to express their views on what in their considered Why is this so - if it is so? opinion should be a right and proper SAC NAMES COMMITTEE Committees on broadcasting incourse of action for their elected re- presentatives to recommend. NEW MEMBERS OF THE CAB sales the past have been set up by Parlia- advisory committee(radio) have been ment primarily to examine the affairs Seldom has a private Better step up to the plate, boys, announced by Bill Brennan, director of the CBC. before the umpires rule you out of of sales for CFRB and CKFM, who broadcaster, or representative of any the game. was recently appointed chairman of segment of the private broadcasting Alton, who is hi -lingual, having the committee; Fred Arenburg, CHNS industry, been allowed to do more One bright note to close on.spent the past five years as chief than present one short brief and been WhileIdon't envy the job of Dr. Halifax; Mel Cooper, CKNW New Stewart and his associates in being announcer and news director at CKMI Westminister;J i m Grisenthwaite, given a part of a two-hour committee -TV, Quebec City, has a background CKCK Regina;Jean -Paul Lemire, session to provide answers to a fewpitched into this kind of a fracas, Iof 19 years in radio and television, damn silly questions, which for thefeel confident that at least the pri- CKCH Hull;Jack Jackson, CJOY most part were asked by some vate segment of broadcasting will including writing, producing, promo- Guelph;Richard Diesel, CKTB St. receive fair play. May I remind yoution and announcing. He has been Catharines;Gord Garrison, CKLB members of the Committee who know with CFAB, Windsor, N.S.; CJLS, Oshawa; Arthur Harrison, Hardy Radio lessabout broadcasting than thethis may be the first ParliamentaryYarmouth, N.S.; CKCW, Moncton, average seven-year old child. Committee on Broadcasting for which & Television Ltd., Mike C. Callahan, both the rules and the play will not N.B. and CKDH, Amherst, N.S. Air -Time Sales Ltd.;and Bill If you don't believe me, readhave been called by one side? Per- He starts out with the four FM Stephens, Stephens & Towndrow Ltd. Hansard! Even the most competenthaps for too long we as private broad- of CBC officials at times have beencastershave been playing under badgered, bullied and bewildered, byOlympic rules - no body checks - no The trend is to balanced programming one or several parliamentarians"nothin" but conduct befitting gentle- whose sole interest seemed to be tomanly amateurs. G. N. MACKENZIE LIMITED HAS S SHOWS get "on the record" on behalfof either a local boy who, it was claim- MONTREAL TORONTO WINNIPEG ed, was a better cowboy announcer -:from CJOH-TV 'Reports. 1434 St. Catherine St. W. 433 Jarvis St. 171 McDermott than "some fellow from the United States who didn't know one end of a horse from another" (a good example of the pot calling the kettle black), or by the member fromNorth Inca who demanded full CBC service for all two thousand of his electorate.What blooming tripe! fromRadio -Television Reps Ltd. Ifthatiswhatislikely to Memo toArt Shortell and happen again - and I predict it will if someone doesn't start claiming Jim Findlay, "foul" before the brawl begins - then CKSA-Radio, I suggest another Parliamentary Com- Lloydminster. mittee will be a waste of time except for the CBC and its supporters, the Canadian Radio League, the Cana- Recent BBM shows big increase in households dian Federation of Agriculture, the Canadian Labor Congress and such listedng by half-hour periods. Looks like like, all of whom will be whipped into your area is growing and likes you as it action by Mr. Ouimet - and Mr. grows. Fraser. Ihad the temerity to refer to private broadcasting as an "industry". Mr. Massey in his report made it quite clear that broadcasting must not be regarded as an "industry". Why. not? It's certainly not an Art Gallery, or GORDON FERRIS the National Museum - or the Mint Radio -Television Reps Limited either, for that matter! The service, be it radio or TV, received by a sub- stantial majorityof Canadians is provided by private capital and is

February 20, 1964 15 TIDES & TRAILS APPOINTMENT "Romper Room"

Think Tokyo's tough?--Try Toronto!

HOW TOUGH A MARKET is sets, props, scripts and special ma- auditions. Applicants in the hundreds Toronto for the program peddler? terials created in the Baltimore head-are the rule, Fremantle president quarters. Paul Talbot says, there were 700 Well, it would seem that it's a Canada was the first country to girls from all over the U.K. vying for tougher nut to crack than New importRomper Room -the show is the post in Aberdeen, literally thou- into its fifth year on CKCW Monctonsands of applicants in Japan. York, Tokyo, Aberdeen, Brisbane and is still going strong - and Puerto Big test in the auditions- and and Anchorage, just toname a Rico followed. Then last year Fre-later, on the air- is six children, mantle International took over inter- few. In four or five years old, whoappear its eleven -year history national distribution and the programlive on the show each weekday for Romper Room, the syndicated live grew into a world-wide property withtwo weeks and then 'graduate' to JOHN BARLEE an estimated audience of six millionmake room for more young fans.In TV kindergarten,has cracked pre-schoolers.England and Brazil VantelBroadcasting Company Brisbane, Talbot reports, onewoman Ltd. announces the appointment ofover 100 markets in the U.S., are next on the list of markets toregistered her as -yet -unborn childto break into. appear on the show four or five years Mr. John Barlee as Manager of Tidesmore than a dozen in Canada, & Trails. Formerly General Sales No matter what language thelater. Manager of CK PG -TV, Prince George, made the grade in Australia, Ja- scripts are translated into, the show And it looks as if theprogram is calledRomper Roomeverywhere B.C., Mr. Barlee was most recentlypan,Scotland,Mexico, will still be flourishing then. Accord- Commercial and General Manager of Puerto but inFrench -Canada, where itising to Talbot, it is the highest rated Independent Broadcasters Inc.,Rico and Venezuela, but only just La Jardiniere,though sometimes itmorning show in all Australia- in Spokane, Washington, U.S.A.Tides slips out asLomper Loomin Japan.Japan, where it is on seven stations, & Trails is sponsored by Rothmanslast month brokeinto TorontoThere the program is produced init is the highest rated morning show through F.H. Hayhurst Co. Ltd. andwith CFTO-TV. color on the network, the only in -in the country- in Aberdeen, where is produced by CHAN-TV, Vancouver, for 23 western Stations. The program was created eleven years ago in Baltimore by Bert Claster,a vaudeville impresario, and his wife Nancy was the firstRomper Say You Saw It Roomteacher. Since then "Miss Nancy" has trained over two hundred in personable young women to be the local teachers on what is believed to THE BROADCASTER be the only television program that is syndicated live, produced with

STELLAVOX WORLD'S SMALLEST STUDIO QUALITY TAPE RECORDER Less than 6 lbs.

REFRESHMENT TIME on 'Romper Room" is becominga universal milk - break for pre-schoolers as theprogram moves into more and more interna- tional markets.Here six Japanese youngsters enjoy milk andcookies with teacher Midori Namiki on the Japanese editionof the program. stance in which the show isn't strict-the time slot had a TAM rating of ly local, and the children's favorites three(four or five beforeRomper Do Bee and Don't Bee are called Room),it rose to nine the first week Niko-chan (happy smiling child) and and after ten weeks was up to 18or. and Komata-chan (naughty, grumpy 19. child). With no ratings to go on as yet, Do Bee and Don't Bee - Do Bee CFTO-TV turned to its mail count a milk drinker, Don't Bee a milkfor an indication of the program's leaver - perhaps sum up the program,initial impact and reports that after which is designed to educate childrenjust one week on the air, there's a in a happy playtime atmosphere. They year -long waiting list of youngsters learn the alphabet, manners, study eager to appear on the show. nature, paint, but they also march As convenient to use as a miniature camera. around banging pans with wooden spoons, ride theirRomper Roomstick BBM PASSES 400 WITH TvB RADIO AND SPECIAL EVENTS horses (it's a merchandising mint, but the angle is never overplayed), FOURHUNDRED AND FIRSTmem- TV INTERVIEWS and play in sandboxes. berto join the Bureau of Broadcast Measurement is the CTV Television NEWS REELS Leading all these activities is Network Ltd.This is a record all- 'Miss' someone.On CFTO-TV time high in membership for BBM, Torontoit's'Miss Sarah', Sarahwhich proudly refers to the 401 fig- Thompson, who taughtRomper Room ure as a 'spectacular achievement" Write for prices and information for a year and a half on neighboring and "an unqualified vote of confi- CHCH-TV Hamilton.She won the dence for which we are very grateful." position in heavy competition - 631 PAYETTE RADIO LIMITED young women answered Fremantle's At thetimeof writing , BBM 730 ST -JAMES W. MONTREAL 3 membership includes 198 radio newspaper advertisements, 104stations, 56 television stations,18 reached the personal interview stage,rep firms, 75 advertising agencies and a dozen were given on -cameraand 72 national advertisers.

16 Canadian Broadcaster Alberto Culver

TV advertisersees big new bucks for radio in Canada

BIG DOLLARS FOR CANADIAN ence that we want to convert to the said at the press conference."We product,"Lavin forecast enthusi- radio were forecast by Leonarduse of our products, television has noticed that in England 30 -second astically. "It will do as much as all struck us as the most effective tool. commercials were used, and we used other products put together in Canada." H. Lavin, president of the Alberto- To our mind, television in inherently them there and they sold just as well In launching New Dawn, A -C Culver Company, in Toronto this the strongest mass sales device. as one -minute commercials, so we thought "why not do this in the pitteditagainst Bristol-Myers' month to speak to the Radio and Lavin said that although TV Clairol, which controlled half the States?'A 30 -second commercial market. "Our strategy called for ex- Television Executives Club. Thecosts are "dreadfully high", A -C has does a better job of selling the con- been able to use it economically and ploiting three specific areas," Lavin company, through Cockfield, sumer and, with rising costs, this said. "First we developed a product it has always brought the company a uses one minute as economically as superior to Clairol in terms of its Brown & Co. Ltd., is testing profit.In 1963, approximately $30, possible." radio's effectiveness now - with 000,000 was invested in TV adver- hair coloring properties.We went tising for a return of $80,000,000 in after the women who have never used 20 to 30 spots a week for Com- sales. any hair coloring at home. mand Hair Dressing on CKNW "Our aim has always be en to "The third area has to do with and CFUN in Vancouver - andcreate commercials that were at least outlets.Only two per cent of the "if it works as well here as in twice as effective as the strongest hair coloring volume is done through commercial run by a competitor," he grocery outlets.Yet we know that the U.S., we'll spread acrosssaid. "We test before live audiences women practically live in super- Canada as soon as possible," every commercial we think might markets today.The trade wanted Lavin said. best contain our selling message. nothing to do with hair coloring lines. For every new product, we have test- They took up too much room ... as ed dozens upon dozens of com- many as 24 shades. This meant 24 The company tried radio for themercials.Our search has always shelf facings and income was not first time in the U.S. eight monthsbeen for that one commercial that commensurate. ago, airing commercials for Command communicated the advantages of our in six test markets, and "in threeproduct most convincingly." "A -C reduced the number of weeks we saw a doubling and tripling shades . .. to 12 ... devised a dis- play rack especially for food outlets of sales that we hadn't been able to RADIO TO GET IN ON $ get with TV," Lavin said. at a pre - that took up no more than three luncheon press conference. "I must Known far and wide as a booster facings but held 36 packages.Re- apologize to radio."The apologyof TV advertising - he "stars' in a sults so far indicate we'll reach a filmedinterview -testi- grocery distribution of 50 per cent by has taken the form of a multimillion 15 -minute photo by Herb Nott & Co. Ltd. dollar program of radio advertisingmonial produced by TvB in the U.S. April (in the U.S.).* and just received by the Canadian in the U.S.; all new broadcast money, THESE TWO NEW PRODUCTS mean Second new product Lavin men- not dollars taken from the TV budget.Bureau for screening here - Lavin said that he expects radio will play two new advertising a c counts fortioned is Calm, a spray -on powder "A Broadcasting Success Story - a big part in the company's media television and, it seems likely, for deodorant which he is confident will the Alberto-Culver Company -strategy in future because television radio, too.Two of the broadcast revolutionize the field, "turn the Whence and Where To?" was theis becoming more expensive each media's biggest boosters are Leonard deodorant market upside down", to be Title of Lavin's speech to RTEC.year. Also, "the stations in the H. Lavin (left) president of Alberto- introduced shortly both in Canada The Whence was a company founded States, prodded on the one hand by Culver Co., and (right) general man-and the U.S. in 1955 with a borrowed $500,000. giant advertisers intent on reducing agerofAlberto-Culverof Canada At the press conference Lavin They started with one product andcompetition and on the other by Ltd., Jack Soderling, whose fatheroutlined the security measures in- sales of under $400,000 the first critics of television, seem inclined was the original "Shadow" in the volved in the development of Calm - year. As for the Where To, with 15 to inhibit advertising. gone -but -not -forgotten radio show of a guard standing watch over the lock- products and record sales of $80,00 "This will reduce the economic that name. ed room where chemists formulated 0,000 in 1963,it would seem thatefficiency of the medium. When this The back-to-back approach used the aerosol anti-perspirant talc; top the sky's the limit. happens, and it's happening now, wein the U.S. is followed in Canadian creative agency personnel moved into "Growth in Canada has exceededare naturallyexploring other media."TV advertising.Indeed, some U.S. a Chicago hotel for six months virtu- the rate of growth in the U.S.," Lavin ally incommunicado; almost all in- In exploring radio, Lavin said commercials are used "as is' here, structionsandinformation given told the press conference. he'd become aware of "something while others are adapted in varying verbally, with the minimum written Three years ago Alberto-Culver special.""I have come to the con- degrees to local conditions and the notes referring only to Product X; of Canada Ltd. was formed with aclusion that the medium delivers an dicta of the BBG and DNHW. commercials filmed with their own 14 -man staff and a 10,000 squareaudience we had never really reached While advertising f or competitive technicians; a section of the factory foot plant. Now there are 120before.It was always my concern brands is handled by separate agen- screened off for production of the employees under general managerthat with radio we would be simply cies in the U.S., Cockfield, Brown & cans; only half a dozen men within Jack Soderling, the plant has tripledduplicating our reach'on television. Co. Ltd. holds the full, million dollar the company and half a dozen from in size and another 45,000 squareNobody could be happier than I if it plus account in Canada with compe- the agency aware of the nature of feet will be added this year.Theis demonstrated to our satisfaction titive products handled by separate Product X. Canadian subsidiary's 1963 salesthat this is not so." groups within the agency. leapt 175% over '62 (200% over '61 "Product Y" is now being readi- The account continues to grow, ed to burst upon the mass market, and in 1962). CANADIAN SCENE both in dollars (advertising budgets are set, not by last year'ssales Lavin promises that it is a revolution- ADVERTISING - MOMENT OF CRISIS - The bilingual aspect of adver- ary product in a field as big as that figures, but on the projected sales of hair colorings or deodorants. And In telling the A -C success story,tising in Canada is "interesting and figure for the current year) and in it will burst upon that mass market Lavin told the audience of over 200exciting" to the U.S. parent firm, products. Lavin said. "We thought the Quebec via TV and, most probably, radio. at the RTEC meeting that the tale MORE PRODUCTS has, "as its core, what I considermarket might be difficult to move into, but we have had more than grati- MORE ADVERTISING the fullest exploitation of the poten-fying acceptance there." The com-i tials of advertising. pany is now wondering whether its BROADCASTERS WELL PAID "We only go after the ma s sencouraging advertising experiences At both the luncheon and the market. We only hit those segments press conference, Lavin discussed RADIO BROADCASTING EMPLOY- in French -Canada can be related to new Alberto-Culver products.New of the mass market we know arethe French -France market. EES make above average weekly vulnerable.When we create a pro- Dawn, a hair coloring as simple tosalaries, according to DBS figures duct, we take our cue from the con- A -C is already active in several use as a shampoo, has just been in-reported by the CAB. As of October sumer. And when we have the pro-European countries.It was its ex- troduced in Canada (on TV of course),1963, the average weekly wage of duct, we create the message thatperience in TV in England that and even before the campaign beganCanada's 3,088,231 employed was sells the product best." brought its back-to-back commercial Soderling had to put on a special$84.67, while the 15,578 employed policy to the U.S. night shift at the plant to keep upin radio broadcasting averaged $105. Advertising isthe moment of with demand. crisis for the product, he said. "For "I think we originated back-to- 11. The average for the communica- purposes of reaching the mass audi-back commercials in the U.S.," Lavin "This is going to be our biggesttions industries was $93.71.

18 Canadian Broadcaster No. 1 Network* Radio -Canada's French Network is FIRST - consistently ! In Quebec, the French Network leads all other networks in their respective areas, in % of TV homes reached with sponsored programs 6:00 p.m. to midnight ... 7 days a week !

RADIO NET NET CANADA A B MAXIMUM for a single program: 63 46 33

MINIMUM for a single program: 30 17 6

Average 49 30 17 No. 1 Station** In Metropolitan Montreal - Can- ada's No. 1 French-speaking first market - CBFT leads Montreal's other French TV station in % of TV homes reached with sponsored programs 6:00 p.m. to midnight... 7 days a week!

CBFT Other Station

MAXIMUM for a single program: 46 36

MINIMUM for a single program: 9 8 Canadian Average' 26 20 No. 1 Opportunity Nielsen'sfiguresestablishthat Canada'sNo. 1 Televisionis Radio -Canada's French Network and CBFT Montreal. Nielsen dis- TV closes that even afternoon tele- vision on Radio -Canada's Network and on CBFT has a volume au- dience.

Women's programs -175,000 homes Children's programs -340,000 homes This is your No. 1 OPPORTU- NITY forimpact,volume and value. Discuss it with your Radio -Can- ada sales representative, network or selective.

Montreal: 868-3211

Toronto: Zenith 6-3500

New York: Enterprise 6350

Nielsen Television Index, Nov. 1963 **Nielsen Broadcast Index, Nov. 1983 Advertising Agency Silly advertising breeds scepticism

ARS GRATIA ARTIS "LACK OF MATURITY isthe precision and assurance, he said. showing a greater respect for the in- tellect of the audience. A true music lover is one who,greatest single thing hurting ad- Laws, the vigilance of competi- when he hears a girl singing invertising today," said Donald R. tors, and industry codes, all prevent "What it does not mean is that the bathtub, puts his ear to the dishonest advertising. "National ad-the advertiser should sell short on keyhole. McRobie, president of Cock field, vertising is the consumer's greatest enthusiasm for his product. To pro- Brown & Co. Ltd., at a recent protection against being taken in bygress he must adopt an aggressive meeting of the Toronto chapter of fraud,' he said."Anyone who has advertising policy.But there will ever purchased an unknown brandhave to be a greater realism about the American Marketing Associa- will know what I mean." what benefits it can confer on the tion. PAN MAIL "Silly advertising insults McRobie suggested that people public. Advertising needs to be more our intellect and makes us view who have a 'flat, unthinking hostility"believable, to be more mature.' To 'Disgruntled Reader", who to advertising are not hostile so bombards us with complaintsall advertising with scepticism." much because of deceit or expedien- every issue, we suggest an ad- cy, but because of the sheer volume vertising contract - a large one Topic of the address was of advertising - some 30,000 adver- - so that he may have the utmost 'Honesty, Expediency and Deceit in tisers beaming over 1,700 messages satisfaction in cancelling it. Advertising - just how much of each is there? "There is a lot of honesty, per day at the average city dweller - some expediency, and very little the impossibility of escaping adver- downright deceit,' McRobie said. tising, its interruption of radio and television entertainment, and most Dishonesty has no place in theof all, its "lack of maturity." AUDREY STUFF plans of advertisers, agencies, or media, he said."Their codes are "More than one advertising au- Then there's the gal who was sobased on straight thinking and a thority has defined the problem as dumb, she thought the Hunchbackgenuine desire for integrity in their that of making advertisements more of Notre Dame was an ace Mont-industries,' but codes are not "worth acceptable to the audience to whom real football player. a damn without the application of they are directed, guarding against PETERSON PRODUCTIONS LIMITED individual morality and discipline, lapses oftasteandjudgment, and TV COMMERCIALS

not only in matters of honesty, but in taste and judgment, too.' The trend is to balanced programming STONE'S THROWS The ideal state is for advertis- G. N. MACKENZIE LIMITED HAS SHOWS Thanks to Phil Stone for the oneing to inform without misleading, to about the local TV actor who MONTREAL TORONTO WINNIPEG persuade without manipulating, and 1434 St. Catherine St. W. has found the pickings so leanto help sell without resorting to false 433 Jarvis St. 171 McDermott he has had to go into the realclaims, McRobie said. "This cannot estate business. Like he had tobe brought about by a set of rules, sell his house. there are too many grey areas of taste and judgment which can only be met by individuals constantly checking their conduct against the

requirements of the industry to en- TIT FOR TAT sure that we preserve the values 'A man of medicine, faced withsociety holds important." JINGLE$ an overflowing toilet bowl at midnight, put in a hurry -up call However, proposals to govern- to h i s plumber.The plumberments, to restrict advertising,con- replied 'Give it a couple of aspi-sumer appeals for royal commissions rin and I'll be over in the morn-for protection, and articles on the BOBBY GIMBY ing'." wastefulness of advertising and its 150 St. Clair Ave. W. -:Maggie Grant excesses, would lead one to judge Toronto The Globe & Mailthat the advertising business con- Phone 925-1085 ductsitslef with something less than

LENTEN SACRIFICE THE HARDY MEN WELCOME Be tough!Start cigarettes again! to their growing list of markets' CHIC, BRAMPTON 1000 watts - 790 Kcs. EACH FOR EACH Preacher:"I pray for all.' Lawyer: "I plead for all.' CKLC, KINGSTON Doctor: "I prescribe for all." 5000 watts - 1380 Kcs. Citizen: "I pay for all.' AND TO OUR NEW FM DIVISION CHIC -FM, BRAMPTON 857 WattsERP - 102.1 mgs LOGIC YET One reason they built the new CKLC-FM, KINGSTON Toronto airport so far from town 250 WattsERP - 99.5 mgs was because they wanted it to be near the runways. * Representing34markets - Radio and TV.

TIME IS LIMITED HARDYRADIO & TELEVISION `,:rr:: Father Time maybe the greatest healer, but he's certainly no beauty specialist. mot, TORONTO - EM. 3-9433 MONTREAL - VI.2-1101

February 20, 1964 19 Tailored- to-measure radio? It's yours!

AVAILABILITIES, MARKET COSTS - $170 worth of network AUDIENCE REACH - Take Discuss it with your Radio - COVERAGE to fit any market- programming, for instance, news, for instance. Radio - Canada sales representative, ing needs. Tailored -to -audience reaches 40% or 255,000 of Que- Canada is recognized as the network or selective. bec's radio homes at peak 11:30 most authoritative news medium program sponsorship: Montreal : 868-3211 first, listeners a.m. listening time. A $19.60 ...and to get it : full half third Toronto Zenith 6-3500 quarter or sixth CBF spot at this time delivers turn to Radio -Canada radio. The New York :Enterprise 6350 spots: network or selective. 170.000 homes-at an amazing only news and advertising medi- 120 per M. (B.B.M.-Nov. 1963) um that covers simultaneously all French Canada. by KIT MORGAN

whosang pretty for the people be-end of the room, Lou Snider's trio fore going on to his engagement at made music. the Savarin; Rich Little, appearing By the time the pitchless party at the Royal York, who did his Pear-wound up, the snow layroundabout son and Diefenbaker take -offs. Walter deep, if not crisp and even, and the Blackburn, head of the London Free CFPLcrew was stranded. Press-CFPL Radio and TV family, mingled. In the ayem one of the two mo- bile units brought down for display, 'PLwas welcomed to the Ste-parked at the entrance to the hotel phens & Towndrow fold by telegrams at party -time, was pressed into ser- from the other stations on the reps'vice for Johnny Dickins to broadcast list,b 1 o wn up to about 2' x 3' to his morning show on remote. decorate the walls of the Westbury's MapleLeaf Room. At one end of the room a large photograph of several AVAILABLE of thestation's personalities was keyed to a row of telephones, and when the curious guest lifted a phone, PROGRAM DIRECTOR he got a short get -acquainted pitch on that personality's program or duties at the station.At the other I have 22 years experience in pro- gramming. Announce-DeJay, writer, commercial production, the works. CHARLES Experience includes several years PERSONNEL presentations,sales, brochures. LIMITED Can take charge complete program department, copy. Photo by Jones and Morris Specialists in supplying If you need a mature man who can THE "HOT LINE" to CFPL London personalities was kept busy during Help of the Highest Calibre improve the soundofyour station, the 'PL-S&T party.Chatting via photographs and tape were (left to right) to the the quality of your men, turn out Roy Jewell, farm director; Hugh Bremner, news director; air personalities saleable presentations for your Advertising Marketing (top to bottom) Dick Williams, John Dickins and Al Mitchell; and promotion salesmen.Lets talk: gals Heather Erskine and Jean Barnes.Getting an earful were (left to and Sales Fields rightforeground) an unidentifiedlistener,freelance broadcaster Peter HU. 7-1576 Box A-720, Canadian Broadcaster, Adamson, and John Hickey, time buyer with Foster Advertising Ltd. 217 Bay Street, Toronto 1, Ont. 120EglintonEast, TORONTO 12 "BAWE" SAID THE LABELS stuck on each of the guests arriving at the ANNOUNCER WANTED CFPL London -Stephens & Towndrow do, held the night of the blizzard of '64inToronto. The advertisers, At least 2 years experience - LA TELEVISION agency types and fringe area folk - For varied daytime shift on and there were some800of them pre- sent - were rewarded with a1964 Southern Ontario Station. DE QUEBEC silver dollar if they could guess what Apply Box A-721 the BAWEstood for.$500 worth (CANADA) LTEE guessed correc tly,or $2 worth Canadian Broadcaster, CFCM-TV guesseditand $498 worth eaves- 217 Bay Street, dropped and cashed in. Toronto 1, Ont. BAWE stands for Boy Are We Enthusiastic, and boy, were they! Females of the advertiser -agency species were greeted with roses, everyone was greeted by a handsome Beefeaterinfull regalia(CFPL MOVE UP WITH CKGM London...Tower of London ... Requires a Program Manager immediately.Must be bi- Beefeaters ...follow?) and by the Our continuous expansion into lingual, an organizer, idea man, and administrator. If you outstretchedhandsof Bill Stephens allphasesofbroadcasting and Ernie Towndrow, Murray Brown results in a constant need to have experience in French television programming either andWard Cornell ofCFPL, andcom- search for creative Canadian pany. at an agency or station level send resume of your experi- radiotalentthat wantsto Amongst those who passed along ence and background to: the receiving line were Ontario Pre- move up - so why not move mier John Robarts; comedian Sid up with CKGM - Montreal, Caesar, appearing atthe O'Keefe by putting your name confi- Centre in "Little Me"; Mel Torme, dentiallyonfilenow,for top -payingfutureopenings FOR SALE . . . professionalair work, Assistant General Manager, Magnecord Model 748. Pro- professional creative writing, P.O. Box 2026,

1 professional production, pro- fessional 3 2 and 7 1 2 ips. Quebec City, P.Q. This machine is surplus to our fessionalnewscasting,pro- requirements and has had a fessional news writing. Tell maximum of 30 hours use. us your storyinconfidence 5825 or best offer. now. Write Don Wall, Vice Contact: President, CKGM - Mont- T. R. SERVICES LTD., real, CKGM Building,1455 All replies will be treated as confidential. 287 MacPherson Avenue, Drummond St., Montreal 25f Starting salary for the right man $10,000.00 per year, plus Toronto 7, Ontario, or P.Q. Telephone: 924-7377 other benefits.

February 20, 1964 21 Daily happenings on radio and television stations STATION CALLS I from coast to coast.

CKTB, ST. CATHARINES paign conducted in its three yearpicture (she received over 1700 CKY listenersare asked to make history by this on -the -air school forletters in the first two weeks of Jan-a nosy -cozy and mail it to their favor- SWITCHING ON THE MIKE FOR his tiny tots. uary) she a s ks them t o include aite CKY personality. The four 1,560th broadcast, Dr. V. Currey penny for the children in India. Thesecleverest entries received will win celebrated his thirtieth anniversary pennies are placed in a milk bottlean electric blanket, which should on the air on CKTB radio, February so that the viewers can watch thekeep more than their noses warm 11.. His weekly programs on health gifts grow. throughout the winter months. began February 10, 1934 as 15 mi- nute talks on various aspects of A wonderful surprise for Miss public health, but have grown through Ellen came when she was making a personal appearance at the Henry the years to half-hours, made up of a CFCH, NORTH BAY five-minute talk and a 25minute Morgan department store in downtown question and answer period. Montreal. Her Romper Room followers A NEW PASTIME WITH North Bay were aware of her visit and, as usual,listeners is thinking up subjects of Saluting Dr. Currey on his anni- turned out en masse to meet her. versary show were: Hon. Matthew B. songs which might stump program Dymond, Ontario Minister of Health; Not a word was said about thedirector Bruce Ruggles on his twice - Dr. J. M. McGarry, M.O.H. for Lincoln "Milk for India" pennies, yet overweekly afternoon show on which he County; Mayor Ivan Buchanan of St. 1500 of the children who came to seeplays tunes linked by any one word Catharines; Reeve Reg. Rittenhouse her brought pennies with them. common to all the song titles. of Louth Township; R. S. K. Welch, Over $15. was collected for India Ruggles tried the new program M.P.P. for Lincoln; and James Mc- that day, and, as Miss Ellen puts it:idea in January, choosing his own Nulty, M.P. for Lincoln. "It was a wonderful surprise." subject and following through with 15 or 16 records all of which had one On the anniversary program Dr. special word in their title, "love', Currey looked back over the yearsMISS E L L EN OF CFCF-TV's CKY, WINNIPEG "hands", the name of a month or a and recalled his early days and in- RomperRoom collects pennies sent day, and such.Then he invited teresting and unusual experiences listeners to send in suggested sub- as a "radio doctor." in by young viewers for the"Milk CKY RADIO WINNIPEG has declared forIndia' fund.Thus far, a 1/2 jects, giving three examples of songs February as "Make A Deejay A Nosy - with that subject in the title, and he pint, a pint, a quartand a 2 -quart Cozy" month in Manitoba. What is a would choose more songs on that CFCF-TV, MONTREAL bottle have been filled and she is nosy -cozy you ask? Well,itis a topic to fill out the program.If he A "MILK FOR INDIA" FUND, des-currently working on a 2 -gallon jar. little gadget that fits over your nose couldn't build an entire 55 -minute cribed by CFCF-TV's. Romper Room and keeps it warm when temperatures program around the suggested sub- hover in the below -zero range. teacher, Miss Ellen, as "a part of the Romper Room does not ask for ject, he promised to send the listener continuing campaign by the Unitarianlarge donations.When youngsters Not many people wear them now- an Ip of his or her choice. Service Committee", is the first cam-write to Miss Ellen or send adays, but they certainly area clever Ruggles has paid the penalty invention, deserving popularity. only once. A listener submitted the word "Buffalo' and listed three songs with that word in the title.Bruce Your clients are waiting could only come up with six more Tea songs on that theme and says, "that a for the Broadcaster's broke my heart. It's enough to make Quarterly Directory Issue, me shuffle off to Buffalo." out April 2. Advertising The. idea has caught on well with forms close March 12. listeners, and the mail has brought Great Day enough suggested subjects to last through April, and more keep coming. itn Selling the Homemaker minMID

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