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BEST COMMERCIAL of the YEAR Very Nice o N CANADIANO dc ter DIRECTORY NOVEMBER 23,1967 VICKERS &. BENSON'S "CHILDREN AT PRAYER" -BEST COMMERCIAL OF THE YEAR Very nice Not like real people Background noise disturbing Music is catchy Great Dqn't understand it Can't stand the voice We pre-test all TV and Radio commercials with housewives before we present them to our clients. (We pay the shot). It's more profitable for ourselves and our clients that way. BAKER ADVERTISING LIMITED Iróodcoster COVER STORY NOVEMBER 23, 1967 Volume 26 Number 22 VICKERS a ®eHsoH. T CONIMEACIAL -BE8 OF THE TEAR. Editor & Publisher RICHARD G. LEWIS Photo by Paul Smith Assi stant Publisher THE GOLD CENTENNIAL AWARD, top "Children At Prayer" emphasizes IAN M. GRANT honor of the 5th annual Radio Commer- the freedom to practice one's own cials Festival, went to Vickers & faith, and helps imbue a greater pride Benson Ltd., Toronto, for creating the in being a citizen of a country where best commercial of the year. such a freedom exists." le said. Editorial Presented by the Broadcast Execu- Stan Furnival, V & B creative direc- GORDON H. BEERWORTH tives Society, the award was made at tor, who chaired the panel of 46 judges, that he had no vote, as JACQUELINE HILL the Inn on the Park, Toronto, November pointed out 16, for V & B's "Children At Prayer", chairman. All voting was done on a deemed by the judges to be the best of numbered but unnamed entry form, based some 700 entries submitted for the on the three factors of memorability, When Advertising & Circulation competition. holding power and originality. By coincidence, but not by design, the judges had completed their entries, JOAN EMBURY the winning commercial had been the final tally was made by computer. LYSE PARADIS created for the Canadian Centennial In addition to Burgess, those in- Commission, "to instill a greater pride volved in the creation of the winning in Canada, to motivate people to under- commercial included Jack Bush, writer, take projects for the celebration of Tony Schwartz, sound, and Fletcher Production Canada's 100th birthday," said Ken Markle, of CBC's Telescope, who was PAUL V. MORRIS Burgess, executive producer, V & B, elected as announcer. Eastern Sound who was in charge of its production. was the production house. "We needed to get across a Centennial The commercial was aired all across message to the 34 faiths represented Canada at the start of Centennial Year, Typography in Canada, something that could be with every station carrying it for one JOHN WEBER generalized, and yet have religious or two cycles. overtones. So we decided to go to the (Further Radio Commercials Festival children." coverage, page 12) Contributing Editor JAMES MONTAGNES INDEX FEATURES Published twice monthly by R.G. LEWIS & CO, LTD. want repeaters in CBC affiliates' markets . 8 17 Queen St. E.. Room 128 CTV affiliates Toronto 1, Ont. Tel. 363-6111. Government welfarism-the end, not the means-to freedom . 10 Radio Commercials Festival 12-15 Lithographed by Northern Miner -...dirty ditties are in the mind 16 Press Ltd. Radio budget for Ontario apples grows from $10,000 to $90,000 26 audited by Circulation EEO 1967 Fall Directory Index 32 50C per copy Directory Issues $2.00 DEPARTMENTS $7.00 per year $14.00 for three years. SIGHT & SOUND 4 Authorized as second class OPINION 6 mail by the Post Office Department, EDITORIAL 7 Ottawa and for payment of NEWSCAST 19 postage in cash. OVER THE DESK 28 November 23, 1967 3 by SIGHT S. SOUND Ian Grant AP TOTAL RADIO IN HAMILTON wi II, tion Canadienne de la Radio et de la extending the compliments of the on occasion, be the theme for a Télévision de la Langue Française. season and a token of appreciation. general advertising format for Maple He takes over his new post early in Participating will be CBM, CBF, Leaf Broadcasting Co. Ltd.'s CHML '68. The station goes on the air in CBM -FM, CBF-FM, CJFM, CFQR, and CKDS-FM. However, for the most the spring. Marcel Joyal, president of CKVL-FM and CJMS-FM. part, completely separate campaigns CJRC, announced Filteaú s appoint- will be undertaken for each station. ment. Chapman Morris Advertising Ltd., w RONSON PRODUCTS OF CANADA Hamilton, will handle the two -station LTD. have appointed Ronalds -Reynolds account, with S. L. Chapman as CHAM HAMILTON NEWSMAN, & Co. to handle its consumer products account supervisor. Mike Thompson, RICHARD SANDERSON died suddenly advertising, effective January 1, 1968. promotion manager for Maple Leaf at his home last weekend, following Arthur B. Johnson, Ronson 's vice- Broadcasting, is directly responsible a heart attack. He was only 28. president and general manager, said: for the entire advertising program. Sanderson, formerly of CKCY Sault 'We talked to a number of agencies; CHML promotes itself heavily in Ste. Marie, had joined the news staff we liked what we saw at Rona Ids - all media, including print, outdoor, of CHAM, formerly CHIQ, just six Reynolds." exterior transit cards, the trade press weeks ago. He is survived by his as well as daily and weekly news- wife and two sons. THE CBC HAS CONTRACTED with papers. The station emphasizes its the BBM Bureau of Measurement, for use of POP material, sales promotion the immediate purchase of BBM's and merchandising schemes for both MN FOUR-HOUR RADIO PROGRAM complete TV ratings service. national and local advertisers. Heavy on eight Montreal stations has been This will provide the Corporation involvement in a wide range of com- purchased by Harrison Brothers, The with periodic reports on the size and munity service activities is also Porn Bakers, of Montreal, for Christmas composition of audiences to all CBC- stressed. Eve. Crombie Advertising Co. Ltd. owned and CBC-affiliated stations, will produce the program in associa- both English and French -language, as tion with the program departments of well as to all competitive stations in SWITCHING FROM TV TO RADIO, the eight stations involved. CBC station areas throughout the Jacques Filteau, executive assistant To be heard from 8:00 p.m. to country. to the general manager, CFCM-TV, midnight, Christmas Eve '67, will A series of network reports has CKMI-TV, La Télévision de Québec feature the world's most beautiful also been purchased which will pro- (Canada) Limitée, Quebec City, will Christmas music played by top variety vide data on audiences to all CBC become general manager of CJRC, artists, orchestras and symphonies. English and French network and CTV the first French -language private Canadian poets will read original network programs. The purchase also station in Ottawa. works in keeping with the season, includes a full national coverage and Filteau, who has 15 years expe- and especially written for the program. weekly circulation report which will rience in radio and television, is There will be no commercial mes- show county -by -county penetration currently vice-president of l'Associa- sages. It is the sponsor's way of of each station. ANNOUNCEMENT RADIO SALES BUREAU APPOINTMENTS Peter Harricks John Fox Larry Heywood Three senior a-pointments are announced by Cedric P. Haynes, President of the Radio Sales Bureau. Peter N. Harricks, formerly National Sales Director, becomes Vice President. Marketing and Research. Mr. Harricks will continue working with national advertisers and agencies and will have general responsibility for research projects commissioned by RSB. John H. Fox, formerly Retail Sales Director. becomes Vice President, Sales. Mr. Fox's duties will include member development and he will continue to conduct Sales and Copy Clinics for RSB members across Canada. Larry Heywood, formerly Director of Member Services, becomes Vice President, Administration, In addition to sales promotion and press information, Mr. Heywood will handle certain administrative responsibilities. The Radio Sales Bureau serves the private sector of Canadian Broadcasting by promoting Radio as an advertising medium. 1 4 The Canadian Broadcaster 1 !! BROOKS ADVERTISING COMPANY, last two years producing commercials TORONTO, has been appointed to for KCND-TV in Winnipeg. Mendez has handle all trade and industrial adver- been doing freelance work in Cali- -Humphries of Canada fornia. tising for Pathé 0000041 Limited, Toronto, and Cine Labs Inc., In Vancouver Colin J. Hempsall i. Montreal. The agency will also has been appointed manager. Most handle a co-ordinated corporate pub- recently he was operations manager 0000 licity program for both companies, of Goodwin -Ellis, Vancouver. Prior to said Harold Greenberg, president of this he was advertising and promotion PARAMETER the two firms. manager of the Plywood Manufacturers' Association of B.C. THE LARGEST FEATURE FILM PACKAGE sale ever made by a U.S. EIGHT MAJOR UNIONS in the company in Canada was negotiated broadcasting and communications in- 00000 by Paramount Television, New York, dustry have formed the Conference of recently. Purchasers were CTV Net- Broadcasting and Communications work and Télé -International Corp. Unions, to co-ordinate bargaining 00000 In announcing the sales, Robert M. activities in. Canada. IS A Newgard, v.p., sales, for Paramount A spokesman for the organization Television, said: "Canada accounted said there is need for closer liaison DIALOGUE for a major portion of Paramount's between unions engaged in contract It takes two to" dialogue". in overseas distribution busi- a employer. surge talks with common Without communication from you, ness...with world sales including The unions have individual con- our friends and associates in the both feature films and current U.S. tracts with the CBC and private radio business, PARAMETER might have Network series, hitting a new high." and television stations, or represent been a soliloquy. it CTV purchased 142 English ver- workers who manufacture equipment sions of Paramount films and an equal used in the communication field.
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