French Canada Is Different Eye Witness Report From
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BROADCASTERS FROM ALL OVER Canada packed the ball room of the Fort Garry Hotel, Winnipeg, last week to get the feeling of the first BBG hearings of applicants for second tele- vision licenses. Our photograph shows the first session on Wednesday morning, January 13, while a presentation was being made by Robert Misener & Associates (including Lloyd Moffat of CKY). Photo is by David Portigal & Co. See the story on page 8. FRENCH CANADA IS DIFFERENT 6 EYE WITNESS REPORT FROM WINNIPEG 8 Page Two Canadian Broadcaster January 21st, 1960 EVERY WORD BECOMES A HEADLINE WORD With Radio, your message is the ONLY thing the listener hears when it is on the air. It has the whole stage to itself. The listener gives you the same attention he would if you were talking to him in person. Your Radio sales message stands alone in the centre of the stage. It has no competition for sole attention. Every Radio word is a headline word, helping you turn more people into YOUR customers. Zadía Decica.t;o.0 SUITE 404 200 ST. CLAIR AVE. WEST, TORONTO 7, CANADA TELEPHONE WA. 2-0502 BAB-Radio Division promotes Radio as an advertising medium and is a Division of The Canadian Association of Broadcasters - l'Association Canadienne des Radiodiffuseurs. January 21st, 1960 Canadian Broadcaster Page Three Zadiet NEW REP HOUSE WILL PACKAGE MONOPOLY STATIONS by DICK LEWIS DUE TO THE complete difference Golf Club and other Toronto tute of Technology. In her new job, Bathurst, N.B. offer a total popula- in sales methods needed for associations. she will be in charge of all detail tion of 141,000 in their three home monopoly radio stations (stations The sales manager will be John work, enabling the sales force to counties, as compared with 85,000 in located in one -station markets) and Tyrrell. John, who is 28, is married spend most of its time in the field. Saint John County and 204,000 in those in multiple -station markets, a and has two children. He started out Halifax County. new sales representation company, at 15 as a pro- TWO SELLING CONCEPTS It was because they recognized the catering only to these "monopoly" fessional actor. Air -Time Sales Ltd. did not come need for this separation of the two stations, will come into being Feb. 1. He entered the into being over night. types of stations for national selling Operative in Toronto only at the business field For a long time, Ferris and his purposes that back in the early part outset, Air -Time Sales Ltd. will start as an assistant organization have been aware of the of '59, Radio Reps Ltd. set up a special off at 2149 Yonge Street, with a list manager with need for an entirely different division to handle a select group of of fifteen community stations, located Household approach, on the representative level, "monopoly" stations. Some of these as far west as Vancouver Island and Finance; oper- in the sale of stations in multiple stations were combined in an Ontario east to Prince Edward Island. ated his own station markets and single stations group, and indications are that the busi- volume for these The idea was propagated by Gordon cleaning in the monopoly markets. "So far", increase in stations Ferris, president of Radio Represen- ness; sold in- Ferris says, "these stations and will shortly hit a healthy 80 per cent. tatives Ltd. and this firm will surance for markets have been lumped together Air -Time Sales Ltd. is completely Canada Life; of Radio represent the new group through its John Tyrrell in general sales efforts, with the independent Representatives offices outside of Toronto. Otherwise, joined Radio result that the two different in operation and ownership. However, neither Ferris nor Radio Reps will Representatives Ltd. early in 1959. approaches needed have been Ferris says his company will operate have any connection with the new For the past year, John has been generally disregarded." in close association with the new firm except in an advisory capacity. specializing in selling the monopoly Ferris sums up these d.fferences concern, and all stations represented in- market station on the Radio Reps this way: by Air - Time in Toronto will be The fifteen Canadian stations list. His leaning towards the crea- handled by Radio Reps in their volved in this switch are: CKBW, "Stations in multiple station tive has, he feels, stood him on good markets", he says, "have to be sold Montreal, Winnipeg and Vancouver Bridgewater, N.S.; CJRW, Summer - stead in this field. He is N.B.; particular competitively on cost of delivered offices. side, P.E.I.; CKBC, Bathurst, a member of the Junior Board of CKAR, Huntsville - Parry Sound, audience, market facts, promotion Trade in Newmarket, Ont. provided and the station image in Ont.; CKOT, Tillsonburg, Ont.; Research and promotion will be in CHOW, Welland, Ont.; CHWO, Oak- the market. Warren Holte says .. the hands of Dick Ring, who func- "Monopoly market stations, due to ville, Ont.; CHIC, Brampton, Ont.; tions in this branch of the business CJCS, Stratford, Ont.; CFOB, Fort market size, have to be sold by THERE'S NO TRICK to for Radio and service, market facts and - - in many Frances Ont,; CKDM, Dauphin, Man. TV Reps, and PULLING BIG RESULTS (effective April 1); CKSW, Swift cases - - by personality appeal plus whose services persistence, for not every advertiser in the ALBERTA FARM Current, Sask.; CJDC, Dawson will be made Creek, B.C.; CKQC, Quesnel, B.C.; feels the need to cover other than MARKET when you available to the distributing centres." - CFCP, Courtenay, B.C. major cover 42% of it with CFCW new company He goes on to point out that: Air - Time Sales Representatives as well. Dick Ltd. will also represent the following "More and more smaller stations are has a total of licensed in the near five Caribbean stations in Toronto: eight years' going to be Radio Jamaica; Barbados Rediffu- future. While these will have fine experience fields for their activities, under sion; Radio and Rediffusion, Trinidad; in advertising, Radio Demarara, British Guiana. present circumstances it will not be with the old possible to sell them nationally, as Ruthrauff & units, because WHO'S WHO? Dick Ring individual their audi- Ryan; McCon- ence and sales totals will not be President and general manager of nel Eastman; and Bradley, Yenning, competitive with those of the larger z the new company will be Michael J. Hilton and Atherton. He has been markets. Offered as provincial Callahan, 39, well-known in agency with Radio Reps nearly two years. groups, however, a combination of and advertising Lynn Sorbie will function as office a number of stations in one area can circles through manager for the new organization. be combined into a composite market his association She brings with her experience in which will be readily saleable in over the past radio, having competition with major market eleven years worked at stations." CFCW with TIME CHOW, Wel- As an example, he pointed out that CAMROSE - STETTLER MAGAZINE. A land as promo- a combination of the three Maritime Reps: Lorrie Potts 8 Co., graduate of the tion director stations in the Air -Time Sales group, Toronto, Montreal University of and part - time Bridgewater, N.S.; A. J. Messner & Co., Winnipeg CKBW, CJRW, Scharf Broadcast Sales Ltd., Vancouver Toronto, Mike announcer. Summerside, P.E.I.; and CKBC, served during After graduat- the last war as ing from York a Memorial Col - Michael Callahan flight lieu- tenant in the 1 e g i a t e, RCAF. He is married and has six Toronto, she children. He is a member of the took a course in Lynn Sorbie Advertising & Sales Club of Toronto, Radio a n d WARD CORNELL the Board of Trade Club, Thornhill Television Arts at the Ryerson Insti - The Olympics, British Em- pire Games and National Football have all been covered personally by this CFPL-TV sportscaster. Radio Another reason why . Television NEWFOUNDLAND Western Ontario is sold on Representatives: Canada-AII.Canada Television U.S.A.-Weed & Co. Page Four Canadian Broadcaster January 21st, 1960 %zagd- `l/cdea PzaductcaptQ ASK FOR CHANGE IN BBG FILM RULING by SAM G. ROSS Ottawa Correspondent TWO -POINT simple yardstick duction values. that will enable it to 4 for Canadian content is pro- compete in the U.S. market with the posed by Trans - Video Productions Hollywood produced product. In presents Ltd., of Toronto in an effort to open order to achieve that quality, it is the way for major television film presently necessary to import key production in Canada. technical personnel and, in some The alternative to the present re- instances, performers. As time goes quirements of the Board of Broad- on, it will become less necessary cast Governors was suggested by since it is assumed Canadians will Robert Maxwell, Executive Vice - learn the required techniques." President of Trans -Video Produc- Mr. Maxwell argued that perform- tions Ltd., and its Vice -President and ers and technicians must be brought INDUSTRIAL ADVERTISÍNG AGENCY LIMITED managing director, Guy Herbert, to Canada to get the film industry TORONTO MONTREAL after discussions with Dr. Andrew into top quality operation. On the Stewart, Chairman, and Carlyle other hand, he felt the BBG was Allison of the Board of Broadcast taking the opposite view . that Governors. (CB, January 7, 1960). restriction of imported talent and Both Mr. Maxwell and Mr. Herbert technicians would help build Cana- "What of the '60's?" we asked George M. contended a film should be counted dian content. fully Canadian if (a) it is produced "The Canadian TV film industry," Smith, founder and head of Industrial in Canada and (b) more than 55 per- said Mr.