Ü`r"öodcaster

FEBRUARY 8,1968

CBC ENGLISH

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NTV Communications

FEBRUARY 8, 1968 has its eyes Volume 27 Number 3 on tommorrow

NTV COMMUNICATIONS Corporation are standing pat with their concept, Limited, the company formed to pursue since aside from certain technological a new national television network to changes the philosophic and cultural be fed by a domestic Canadian satel- concepts of the proposal are still lite, unveiled its development plans valid. Editor & Publisher to several hundred advertising and He said it was interesting to note Toronto and Montreal spec ific proposal for RICHARD G. LEWIS agency people in that "no other last week. ultimate extension of service has been In a highly professional, stream- accepted by the government." Assistant Publisher lined presentation, A.A. (Al) Bruner, IAN M. GRANT president of NTV Communications, More information to more Canadians traced his company's development Bruner stated that the need for a deliver more Advertising Manager over the 16 months, since October distribution system to 1966, when Kenneth D. Soble repre- and more images and information to J. DOUGLAS BLUE senting Niagara Television Limited, more and more Canadians will not operators of CHCH-TV Toronto -Hamil- lessen but will be increasingly urgent. Traffic & Circulation Manager ton, and backed by the Power Corpo- "We believe that Canada's commu- by JOAN EMBURY ration of Canada Limited, appeared nications needs cannot be met before the Board of Broadcast Gover- fragmented efforts or by piece meal nors with a proposal for a Canadian extension of service at the dictates Secretary synchronous satellite system to serve of local economic situations. LYSE PARADIS all of Canada's communications needs "We believe that under the pro- and a new private national television posed new Broadcast Act, Canada has and the opportunity to Editori al network, in English and French. the flexibility They proposed that Canada's open new vistas and truly join this GORDON H. BEERWORTH Domestic Satellite System be owned new world of global communications," JACQUELINE HILL and developed by a consortium of he said. interested Canadian companies in Supporting these convictions, Bruner steps taken. Art & Production concert with the Canadian Government pointed to the subsequent and the people of Canada. Late last summer, they filed tech- PAUL MORRIS V. Bruner said that after 16 months nical briefs for Canada's first major JEAN ZOLNIEROWICZ and a great deal of discussion they (continued on page 6) JOHN WEBER

INDEX

Published monthly by twice FEATURES R.G. LEWIS & CO. LTD. 17 Queen St. E., Room 128 brainwashing children 8 Toronto 1, Ont. Tel. 363-6111 Advertising CBC Research 12 Lithographed by Northern Miner The Creative Director 15 Press Ltd. Provinces proceed with ETV 25 Circulation audited by EEG 50C per copy DEPARTMENTS Directory Issues $2.00 $7.00 per year SIGHT & SOUND 4 $14.00 for three years EDITORIAL 7 Authorized as second class PEOPLE 10 mail by the Post Office Department OVER THE DESK 28 Ottawa and for payment of postage in cash. CLASSIFIED ADVERTISING 29

February i.. 8, 1968 3 by SIGHT S. SOUND Ian Grant

N U IT'S NOW OFFICIAL that the 1968 for two and a half years, Bridge was it's against the law." convention of the Atlantic Association formerly with the promotion department Originally commissioned for the of Broadcasters will be held in the of The Montreal Star, in charge of CBC, Warrendale is now shown in Bahamas. The place: Lucayan Beach creative services, and Nelson was movie theatres across the country. It Hotel, in Freeport. The dates: Novem- previously chief accountant for Cam- deals with emotionally-disturbed chil- ber 4-5-6. Ruth Hancock, CAB -BES brian. dren in a Toronto treatment centre by executive secretary, confirmed these In his new post, Nelson will also that name. dates with the Broadcaster and also act as secretary -treasurer for Ash - announced the finalization of dates mount Holding Co. Ltd. and Journal for the BES-TvB Television Commer- Printing Company. cials Festival and the BES-RSB Radio ELECTED TO THE BOARD of the Commercials Festival. The TV event Broadcasters Promotion Association, has been advanced one week, so as to fill two one-year terms, are Dean not to conflict with the WAB conven- CHANGES AT CFTO-TV Toronto Linger, Corinthian Broadcasting Corpo- tion in Banff, and the Rose Bowl and see E.J. Delaney named vice-president, ration of New York, and Don Fischer, RATEC event is now set for Monday, sales and programming; Jack Ruffle, WLBW-TV Miami, Florida. Their appoint- May 27. The radio festival will be held program and promotion manager; Ian ments were effective January 1, said Thursday, November 14. Both events Hall, general sales manager; Bill Cox, Tom Daley, BPA president, creative will be at the Inn on the Park, Toronto, national sales manager; Jerry Rochon, services manager, CFPL-TV London, as usual. executive producer; and Lorne Freed, Ont., and first Canadian ever to head producer of special programming. the international group. The two appointments fill vacancies created by the resignations of George III II EVEN ETV has been caught up in Vickery, WTVJ Miami, and Carl the brain drain to the south. David ROBERT SCHREIBER, director of Haglund, WRVA Richmond, Va., both Burgess, studio engineer at CKNX-AM- Time corporate research, New York, of whom are leaving the broadcast TV Wingham, Ont. for the past 10 will be the guest speaker at a dinner field, Vickery to establish his own years, has resigned to accept the post of the Association of Certified Adver- publicity agency in Miami, and Hag- of supervisor of studio engineering at tising Agency Practitioners, February lund to handle public relations for a WENH-TV Durham, New Hampshire, 13 at the Badminton & Racquet Club, bank. headquarters for the state educational Toronto. Linger, who is director of adver- TV system, operated from the Univer- The subject of his talk will be, tising, promotion and public relations sity of New Hampshire. The Computer's Role in Media and for the Corinthian Broadcasting Corp., Burgess, a native of Mitchell, Ont., Advertising Research. was previously director of advertising and a veteran of the Royal Canadian and promotion for the ABC Television Navy, has been active in the Wingham Network, and was in charge of adver- area with amateur radio organizations. tising, sales promotion and publicity He is a past president of the Kinsmen HEADING AN EDUCATION PRO- for KNXT Los Angeles. Club, and has been president of the GRAM to publicize the activities of Fischer is currently director of local Credit Union for three years, the Food & Drug Directorate of the promotion and advertising for WLBW- which he helped to establish. Federal Health Department is veteran TV Miami, the city where the BPA will broadcaster Margaret Pope of Toronto hold its 1968 convention, November and Montreal. 17-20. Mrs. Pope, who will assume the am ALSO HEADING SOUTH is Doug title of Chief of the Consumer Divi- Johnson, news director at CFTO-TV sion, and inform the public about what Toronto for the past four years. Doug it can expect from the federal agency, BROADCAST RIGHTS for the exclu- has resigned to become host of a is well qualified for her job. She was sive radio coverage of all home and major newscast on WKBS in Phi ladel- a regular panelist on the CBC Trans- away games of the Toronto Argonauts phia, Pa., a Kaiser Broadcasting Canada Matinée quiz program, from in the Canadian Football League have Corporation outlet. 1956-1966. Previously she had been been bought by CFRB Toronto. He has been with CFTO for seven the familiar voice on the CBC's daily Jack Dawson, vice-president and and a half years, beginning as a re- morning program For Consumers, from station manager, said CFRB had picked porter and eventually taking over the 1960-'66. up its option, paying the football club top slot. He leaves February 16. A 1943 graduate in Home Economics $46,750 for the rights for all games. at CFTO-TV be from the His successor will University of Toronto, she is Again this year, Bi l l Stephenson Ken Cavanaugh, who has been host of the mother of two grown children. will be doing the play-by-play with CTV's W5. Dick Shatto providing the color com- mentary and game highlights. Tech- nical operations for all games will be A FOUR-LETTER WORD, repeated under the direction of Bill Baker. NEW APPOINTMENTS at Cambrian 23 times in the controversial docu- Broadcasting Limited, owning and mentary, Warrendale, filmed by Allan operating CKSO-AM-FM-TV Sudbury, King Associates, Toronto, kept the Ont. include Garnet Behnke as chief award -winning film off the nation's IN FOCUSSING ATTENTION on the accountant, Herb Ashley as production television screens, said CBC vice- work of the Radio & Television Arts manager, CKSO-TV, Alec Bridge as president Eugene HaIIman. course at Ryerson Polytechnical Insti- promotion director, CKSO radio and He said the use of the word was tute, Toronto, Third Year students, TV, and Russ Nelson as secretary - forbidden by the Broadcasting Act and supervised by Ryerson's CJRT profes- treasurer. told a Citizens' Forum in Toronto: sional staff under direction of manager Behnke was formerly accountant "Any citizen could have launched Don Stone, provided 45 crew members and office manager for Beckman Instru- legal action against the CBC if the to tape 13 live half-hour shows at the ments Inc., Ashley has been produc- film had been aired. It's all very well Canadian Education Showplace, in tion manager for CFQC-TV Saskatoon, to say it's in the public interest, but, Toronto, January 25-27.

4 The Canadian Broadcaster In addition to providing visitors to U A CATCHY JINGLE for the CNR's Showplace with an inside -view of how new freight service proved so popular TV programs are produced, the exhibit for CJAD Montreal that one 15 -second illustrated the abilities of the RTA announcement offering a free copy of students as a full-scale live color the commercial jingle, to any listener studio was in operation, with two who would write in, drew a total of CFCF-TV12 color cameras, extensive sets, a 776 requests. miniature TV theatre, color VTR and MONTREAL projector. The programs, taped every two FIRST EVER HELD IN CANADA, an hours, in a series titled Unrolling the international auto show will be held presents Future, were supervised by Ryerson in Toronto, October 18-27, at Exhibi- instructor and former CBC producer, tion Park, when most of the automobile Dick Knowles. The tapes will be manufacturers from all parts of the new concept offered to stations across Canada world will exhibit their 1969 models. A through the Television Tape Exchange Cockfield, Brown & Co. Ltd., Toronto, of the CAB. will handle the advertising and public relations for the show. in Planned to be an annual event, the FINAL APPROVAL of the lengthy the 1968/69 Toronto International Auto policy clause of the highly controver- Show is sponsored by Industrial and news reporting sial Broadcast Bill was reached Feb- Trade Shows of Canada, a division of ruary 2, after 11 sitting days of debate Maclean-H unter. that Secretary of State Judy LaMarsh said had taken more Commons time "than anything since the Flag Debate, AN AGENCY CHANGE that sees and perhaps the debate on the Canada the Ac'cent flavor enhancer account for Canada moved from Needham, Mininews Pension Plan." With the policy clause out of the Harper & Steers, Toronto to F.H. Hay- way, the House started moving briskly hurst Co. Ltd., has been announced by through the more than 30 other clauses Accent International, Division of that still remained to be considered. International Minerals & Chemical instant news A motion was introduced that could Corporation, and its U.S. advertising open the way for imposing a time limit agency, Campbell-Mithun. throughout on the debate and bring it to a con- The account, which bills over clusion by about February 13. $200,000 in Canada, has been concen- Rapid agreement was reached on trated in the past almost entirely in the day the clause calling for a new name for television. R.E. Harris, Hayhurst vice- president, will be supervising the the regulatory body that is to succeed a the present BBG. The House decided account. in on a slight change from the proposed Canadian Radio -Television Council, TOP MANAGEMENT CHANGES for one minute and settled on Canadian Radio -Tele- York, the vision Commission, with the feeling Young & Rubicam Inc., New agency, that "Commission" was stronger than world's 3rd largest advertising format have been announced by Charles H. "Council" for a quasi-judicial body. and managing Approval was also given for the Geoffroy, president Rubicam Ltd. in suggested structure for the Commis- director, Young & Canada, which has offices in Toronto sion, which will have five full-time Mininews and ten part-time members. and Montreal. Edward L. Bond, Jr., president since 1963, becomes chairman of the is a Board, retaining the title of chief A GESTURE OF APPRECIATION by executive officer, which he has held radio station CJLR Quebec City on since 1965. William P. Reilly becomes strong behalf of all its advertisers awarded vice-chairman of the Board, general a $2000 jackpot of gifts to a lucky manager and chairman of the new sales vehicle listener, with the only stipulation Management Advisory Board. Stephen being that each entry be accompanied O. Frankfurt becomes president of be a for you. proof of purchase or reasonable Y & R (U.S.), and director, creative facsimile from any CJLR advertiser. services. Thus all advertisers on the station Edward N. Ney was named president benefited indirectly from the six week of Y & R International, with the four For additional promotion, at no cost whatsoever. key executives comprising a new Oper- The jackpot winner, selected from ations Committee, chaired by Bond. among some 20,000 letters received, information was drawn by one of the Duchesses of Quebec City's Winter Carnival, on OFF TO VIETNAM, to report first- on January 16, and included a color TV, hand on the waging battle, is CHFI kitchen range, sewing machine, Lazy Toronto news commentator, Jim Flem- Mininews Boy chair, Teflon cookware set, two ing, who leaves next week for a 10 -day gold watches, and a box spring and sojourn in the thick of the war. mattress. Quite a gesture for a radio CHFI, which broadcasts a live station! Saturday night dance party from the contact your Royal York Hotel, featuring Moxie Whitney's orchestra, has added another EFFECTIVE FEBRUARY 15, J. Robert live band to its schedule, with the All-Canada Man Wood, program director, CHLO St. Hagood Hardy Trio now heard Monday Thomas, Ont., will become program- nights in a 20 -minute broadcast from All -Canada Radio & Television Limited ming assistant for the biggest Top 40 Stop 33, the top floor lounge of Toronto's posh Sutton Place Hotel. `z station in Canada, CHUM Toronto.

February 8, 1968 5 NTV Communications has its eyes on tommorrow ADVERTISERS!

(continued from page 3) Louis Gauthier, president and general manager of Radio -Télévision Sher- commercial UHF outlet-channel 16 in brooke; and Lloyd Crittenden, vice- YOU WILL WANT TO Toronto. president and member of the manage- INCLUDE YOUR Last October, NTV Communications ment committee of NTV. Corporation Limited was incorporated MESSAGE IN OUR as a private federal company to be a Development of Canadian creativity medium for growth and development in the total Canadian communications As to the group's activities, Bruner sector. said NTV is now pursuing the devel- opment of Canadian creativity through 1968 NTV Productions with two co -produc- tions already under way; the stimu- lation and development of UHF as a major Canadian communications tool; SPRING major involvement in the development of the Canadian Satellite Corporation, all of which is aimed at the mass distribution of more information, DIRECTORY entertainment and a sense of global awareness to French and English (closing date April II) SOBLE BRUNER Canadians. and Bruner credited a great deal of the success of CHCH-TV to the accept- ance by agencies and advertisers of their concepts of audience delivery - such as the clustering of commercials the ACA within movies, thus providing a lesser number of commercial breaks. As an example of the type of innovations that can be expected from POST BIBBY BEAUBIEN NTV Communications, he said, "We'll sell you seconds." "People like good TV commercials because people like to window shop. CONVENTION But viewers do object to being talked at after they've gotten the message. "Because of tradition in broad- casting," he said, "arbitrary lengths ISSUE' of 60, 20, 10 -Id latterly 30 seconds have been uscu. There are occasions when 60 and even 90 seconds and Summarizing all meetings CRITTENDEN GAUTH I ER longer are needed to fully communi- held at this cate, but some messages should stop NTV was incorporated by, and is at 17 or 28 seconds, or 43-whenever jointly and equally controlled by, Nia- we've made our point." gara Television Limited, owners of "Therefore", he said, "we'll sell ADVERTISERS' CHCH-TV Toronto-Hami Iton and Québec you seconds. The result will be the Télémédia, owners of Radio -Télévision distribution of more information about Sherbrooke Ltee, which operates more products and services with CHLT-TV Sherbrooke and its radio increased efficiency. Even more impor- CONVENTION stations. tantly there will be increased attention These are the same two companies levels resulting from the alleviation which have supported and underwritten of viewer boredom from message all of the research and development continuance after message reception." iröodcaster which has taken place. Bruner said NTV believes that the Last month NTV Marketing, a whole television medium will ulti- division of NTV Communications, be- mately move in this direction. He also 17 Queen Street East came responsible for all the market- forecast more attention being paid to Suite 128 ing functions of the owned and operat- time units in pro- the use of varied Toronto 1, Ontario ed outlets, CHCH-TV and CHLT-TV. gramming as well as commercials. To accomplish this, NTV acquired the This new utilization of TV time entire facilities and personnel of the will increase the information on the Marketing Division of CHCH-TV at 20 medium and continue to increase the Carlton Street, Toronto, and hired new world wide reliance on television, personnel and facilities in Montreal making it an essential service in the *Ask us about Thu 1 Place at Ville Marie. home, just l i ke water, power and heat. ACA Daily Broadcasters, he "Will The executives of NTV are Mrs. "TV communications," said. distributed each morning be a basic utility. K. D. Soble, president of Niagara at the ACA Convention Television Limited; S.J. Bibby, vice- "These are some of the reasons president and general manager of why we say, we are not only broad- CHCH-TV; Philippe de Gaspé Beaubien, casters, but are and must increasingly president of Québec Télémédia; Jean- be-communicators."

6 The Canadian Broadcaster EDITORIAL Not "how many listeners?" -- but "how many sales?"

The keynote to successful advertising is creativity, the words and pictures which go out over his air in because this is the end -product which is exposed to the form of commercials. the public. One problem with local advertisers lies in the fact It is heartening to note, from An Agency's Most that this sort of advertiser does not have the benefit Important Product, an article on page 15 of this issue, of the creative expertise available from a good agency. that the creative side of advertising,and the people in There may be no agencies in his town or city. If there it, are getting a fairer shake, at least in many of the are, he may not have the money to invest in one, or advertising agencies. else the disposition to spend it. In this article, James Montagnes points out that The local merchant, the ablest of butchers or creative people are now taking a hand in the planning bakers or whatever he is, may have p-econceived and stages of a campaign, as well as in the execution of completely distorted ideas of what maces good adver- the plans, and that agency management is looking to tising. The station or other medium which allows him its creative departments for its own successors. to run an ineffective commercial is doing him a great This last point, if it is allowed to develop gener- disservice, because it will be a party to his losing ally, is extremely important because of two facts: his money, but it goes even farther than this. (1) Agencies drastically need top creative people, The station which allows ineffective advertising to because these are the ones who carry the full respon- go out over its air will lose the account in very short sibility for what the public sees or hears or reads- order, and this advertiser will go around telling people the finished advertising. Theirs is the end product he tried radio or television once and didn't like it. developed from all the planning and research that He will also be adding fuel to the fires which have gone behind it. For this reason, it is important forever burn in the hearts of the carping critics, who to have writers and artists who know what to write live only to find new targets at which they may point and what to draw as well as how to write it and how their shafts. is to draw it. The need for expert creativity, properly paid, (2) There is-or there has been-a definite ceiling just as great on a station as it is in an advertising over the man who has risen to the position of creative agency. director of an agency. He has no place to go but out- who read this article, we would to a bigger shop-unless management opportunities are To the advertisers available to him, and he is fitted for them. suggest that they give consideration to the ratings The new degree of respect and responsibility given and other available statistics of course. of him by those agencies recognizes his importance to In addition to this, however-perhaps ahead it the whole organization, and this kind of encourage- even-we think they should make a study of the quality is ment should be healthily productive. of the messages they are sending out, whoever Letting him in on the planning side is not only responsible for them, because a professionally - recognition of his abilities. In addition to this, his prepared advertisement may well reach a smaller than a poor effort will practical view of a situation, applied during the audience with greater effect larger. initial stages rather than after them, may well produce have on one that is ten times more effective advertising, perhaps even at lower too cost. Advertisers, agencies and broadcasters are often blinded by the glitter of the ratings to the point are unable to see the true results for the When an advertising agency is angling for a new where they account, it pulls out all the stops and feverishly numbers. of any adver- throws everything into the presentation. Commercially, of course, the success whatever the medium, has to be gauged Once it is on the air-or in the book-there may be tising campaign of people who are exposed to it. a tendency to relax the pressure and let it go. The on the numbers sky- man best qualified to insure against this sort of dis- Given an opportunity, stations proclaim their from the roof -tops, and run out in aster is a strong as well as an able creative adminis- rocketing ratings word. But isn't trator, whose responsibility goes farther than just all directions spreading the good this the words or the pictures. the end-all. In the final analysis, isn't the effectiveness of the Broadcasting stations interested in developing their advertising they broadcast really the prime factor? local business may well take heed of this same point. High ratings indicate a large audience for the The day of the copy -writer who used to double on commercials, but they don't necessarily sell unless the mop -and -bucket is dead-fortunately. they are effective commercials. It is still a fact though that the calibre of the Whether they were devised by the agency, the average copy man on many broadcasting stations is advertiser or the station, they must be effective, not as high as it ought to be, because some manage- regardless of ratings. The prescription must be intelli- ment still does not recognize the full importance of ligent creativity.

February 8, 1968 7 AMA Debate Crispo said: "Over the past few years I've been trying to explain rank and file union member mili- tancy. There is one key set of considerations which

I think is very important. "In this era of rising expectations it is only natural to want more, but we exploit human weakness. You are the main culprits... merchants of discontent', and even the union leaders can't keep up." He noted the advertisers' persistence in selling against the consumers' lack of resistance to buy.

Good production, bad distribution U of T Professor Crispo said: "As I see the marketing and advertising function, it entails everything involved in getting goods or services from the factory door to their ultimate user more efficiently." But that's where he found a fault, he said. "We are very efficient pro- flays advertising ducers, but relatively inefficient distributors. One only has to look at the size of the mark-ups along the way to appreciate that. "I'll even admit that there is a legitimate role for advertising, although I will quarrel strongly with for brainwashing much of its present form and control. As 'managers of discontent' you can't manage it as effectively as you can dish it out." children Six -point indictment of advertising Crispo listed six points against advertising that "together,constitute a terrible indictment. First," he said, "there is your deliberate play on the minds of young children and juveniles in order to induce them to squander their own money or to cajole their parents into doing so." He quoted The Christian Science Monitor: "There are, perhaps worst of all, the deceptions worked on pitiful, wide-eyed young- sters who are induced to throw their money away on products which can hurt their happiness or which raise false ideals." For his second point, Crispo said: "There is your sorded play on sex and other symbols which are surely meant for higher purposes than you would have us associate them with." He mentioned two examples: Does she...or doesn't she? (Clairol) and Take it off...take it all off (Noxzema). "Third," he said, "there is deceptive packaging and labelling." (He mentioned the brief to the federal government regarding this matter, from the Consumers' Association of Canada). "Fourth, there are your unsightly billboards to blemish our roadways and landscapes. "Fifth, there is your cluttering of our airwaves with inane commercials. "Sixth, there is your potentially undesirable influence on the content of the mass media." He mentioned "the void that educational TV is filling in the U.S.", and the stopping of play in soccer games to allow time for commercials, quoting The Toronto Globe & Mail: "Boisterous Baltimore boost- ers boo tedious time-outs for TV." John Bull John Crispo Crispo said: "Quite frankly, I don't think that you can deny the above abuses. So you must prove that the good that you do outweighs the bad. LABELLING ADVERTISERS"merchants of discontent", "You can't get off the hook by claiming you are a Toronto professor, John Crispo, delivered a blis- a mirror of society because you so obviously influ- tering tirade of criticism of the ethics of advertising, ence it," he said. "Take my youngsters, and yours. as he addressed the monthly dinner meeting of the Chances are they know the catchy but stupid and American Association, Toronto Chapter, Marketing inane jingles you employ to push your products better at the Park Plaza. then they do the songs they learn at school, the "To put it mildly, I'm down on your profession," alphabet, or anything else of any real or lasting as he spoke for the negative side in Crispo said, value. That is a measure of the persuasiveness of A Force for Evil or for the debate on Marketing: your impact for good or evil." Good? An expert on labor relations, Crispo is director of the Centre for Industrial Relations and a professor Three ways to get information to the consumer at the University of Toronto. He admitted he spoke "strictly as a consumer, with a very strong bias." He suggested that although "in your broader mar- Explaining how he came to be so outspoken about keting sense you are necessary or even essential marketing in general and advertising in particular, in any type of economic system, in your more

8 The Canadian Broadcaster narrow advertising role you are not "Somewhere at the source of our indispensable...there are at least detractors' confusing world of plagues three alternate ways of getting prod- and paradoxes, they have heard of a uct information to the consumer. little known figure in the world of "First, there is the present commerce called 'the marketing man'. \X/e are marketer -controlled channel of infor- To them, the evils of marketing have mation which is monopolized by the become associated with those who seller and his allies. apparently manipulate forces in our "Second, there is the possibility selling and distribution structure pleased to of neutral channels controlled by the which lead to means and ends which government or some other neutral he cannot understand." agency." He suggested, and even Bull pointed out that The Beatles. announce our predicted, there would be "an hour the mini -skirts, LSD, pot, hippies and set aside nightly on the CBC (TV snowmobiles, as a list of ready network) during which various com- examples, were not the creations of petitive products would be rated by the "hidden persuaders" or of mar- appointment objective researchers. keting men, although many of us "Third, there is the growing role would have wished that they had been. of consumer -controlled channels such All of these, and many more of today's as Consumer Report (U.S.)." modern phenomena began as products as national In his final thrust at the adver- of the unemployed, the downtrodden, tisers, Crispo said: "If you fail to the university campus, the entertain- clean up your yard and continue to ment world, or the news media." abuse your position, society will have He quoted Marshall McLuhan: sales no choice. It will have to cut down "Advertising (only one of the manip- your role most likely by making ulative strings which the marketing advertising outlays non-deductible professional pulls) was but a reflec- representatives expense or by taxing them." tion of that which society had already He warned that the government decided upon and had little or no "might also attack your most flagrant effect on changing its basic habits abuses more frontally, such as by or personality." For exposing you to heavy fines, loss of Discussing the efficiency and tax write-offs and triple damage suits effectiveness of marketing, Bull said: for misleading advertising, deceptive "We as a group would have to admit packaging, and so on." that we are improving, but if the Radio Station He said "I wouldn't want to be in ultimate had been reached, there your shoes, to have to stand on your would probably be no need for the past and present performance... the American Marketing Association whose prime aim is the advancement of handwriting is on the wall and I can only say to you honestly that it's science and improvement of methods about time!" in marketing." Many legal constraints have al- COMB Advertiser defends ready been enacted by government agencies, he said, to control market- the force for good ing and advertising practices. He Montreal Speaking for the affirmative, John mentioned specifically Section 306 Bull, vice-president, Colgate-Palmol- of the Criminal Code covering decep- ive Ltd., Toronto, past president, tive and misleading advertising, Toronto Chapter, AMA, and member Section 33C of the Combines Investi- of the ACA, defended today's adver- gation Act providing many other tising practices. He suggested that requirements for advertising and his key defense might be a paraphrase promotional integrity and fair trade, EFFECTIVE of the debate topic: "Marketing is the Department of National Health & the essential force behind all the Welfare, the BBG, and the Department JANUARY 15, goods and services which our affluent of Agriculture (Bureau of Standards) North American society enjoys today:' among others, which "provide for 1968 Refuting the charges against mar- public protection in very definite and keting and advertising, Bull said: enforceable ways." "To our detractors, marketing is a business function conducted and Canadian code corrupted by hucksters, hidden per- is used abroad suaders, e: : fast -talking salesmen, trad- Bull added that an agency of self - ing stamps, misleading 'off -label' regulation, the Better Business Bureau, =7 CI deals, cluttered television airwaves, had the Association of Canadian deceptive packages and a mumbo- f-- Advertisers and the Federation of -tom 'f S11fi nee,'`w`,` jumbo of consumer annoyances which o ilt0.tl,(fi Advertising & Sales Clubs "as two his perfect world would be better off its founding parents. The Canadian without. of Code of Advertising Standards pre- "His world is undoubtedly cheered pared by the Canadian Advertising PAUL MULVIHILL by the presence of the Turner Twins, Advisory Board and endorsed by the Donald F. in the U.S.A. who would ACA, most media and all advertising & CO. LIMITED accuse large marketers and adver- agencies, has been used as a model tisers of creating monopolies, and by many other countries. Advertisers TORONTO MONTREAL John N. in Canada who would protect must live up to a code which prohibits the naive but well-meaning consumer false or misleading advertising, who bought shares in Prudential advertising which is offensive to Finance and a jar of coffee marked public decency, which plays to '20 cents off' which was more expen- superstitions and fears, or which sive than it was last week when there was no '20 cents off' on the label. (continued on page 30)

February 8, 1968 9 course at the Academy of Radio & Television Arts, 1946-'48, doing work in radio and the theatre as a member of the New Play Society. Going further afield to broaden his experience, Chercover spent four years in New York, '48-'52, as executive director, Equity Library Theatre, producer -director for the Louis G. Cowan Agency's network television drama series, Cosmopolitan Theatre, and director -producer of a stock com- CAMPBELL CHERCOVER pany which played Kennebunkport, Maine; Long Island Tent Theatre and Atlantic City Circle Theatre. He also did some work as a film director. Chercover returned to Canada in 1952, and spent eight years with the CBC as drama producer -director, on such shows as General Motors Pre- sents..., Procter & Gamble's On Camera, Ford Motor Co.'s Playbill, Space Command, and others. H2 was also commercial producer on all major national accounts. CHAPLIN In 1960 Chercover joined CFTO-TV Toronto, as executive producer of all production for the Baton Broadcasting Ltd. station, an affiliate of the CTV PEOPLE Television Network. In 1961 he became CHARLES S. CHAPLIN, 56, who rose Foote, Cone & Belding Inc., one of director of programming, and in 1962 from office boy to Canadian general the world's largest advertising agen- was named vice-president, program- manager for United Artists Corpora- cies, with 22 offices in 13 countries, ming. He was also chairmen of pro- tion, prior to becoming head of Seven some 2400 employees and billings in graming for the Independent Tele- Arts Limited for Canada, has been excess of $250 million annually. vision Organization. appointed to head the new combined He was appointed executive vice- Canadian television sales operations president and general manager in 1966. GRAHAM R. CAMPBELL, 38, who has -merged Warner Bros. - A member of BES and CAB, he is of the recently been with the Toronto office of FCB Seven Arts organization. also a director of CTV Atlantic Ltd., since 1958, and became executive who has 38 years expe- and CJCH-TV Limited, Halifax, N.S. Chaplin, vice-president and chairman of the in the business rience filmdistribution Plans Board only last month, was and spent 32 years with behind him, announced by MacCabe as successor has been headquartered in Toronto MICHAEL HIND -SMITH, 37, former UN, UA, to Bradshaw. He will be the general for the past six years, being named CTV who joined manager of the two Canadian branches. CBC and executive, Warner Bros. -Seven Arts chief execu- Foster Advertising Ltd. in June of last He graduated from the University officer in Canada at the time of as Broadcasting, tive of Manitoba in 1950, as the Gold Medal year vice-president, the merger last July. member of the management com- Winner in Commerce, and in the and As vice-president and Canadian became vice-president, Media ensuing eight years gained valuable mittee, Television general manager for WB -7A, and a member of the retail chain merchandising and pack- & Broadcasting, Chaplin will be personally responsible Board and Plans Board, as of age goods experience, before joining Review for all network and Eastern Canadian February 1. FCB as an annount executive. feature film sales. at St. George's Campbell was promoted to account Hind -Smith, educated School, Harpenden, England, received supervisor in 1961, and elected a Honors) in Political RICHARD B. BRADSHAW, 40, who has vice-president in '62. He became his B.A. (with Relations headed the Canadian offices of Foote, assistant general manager early last Science and International British Columbia Cone & Belding Advertising Ltd.. year and was named executive vice- from the University of Toronto and Montreal, since 1960, has president in January of this year. in 1951, and took a post-graduate been elected a senior vice-president course at the School of Graduate of Foote, Cone & Belding Inc., and Studies (Political Science), University named a member of the agency's MURRAY CHERCOVER, 38, who began of Toronto, '51:52. International Committee. in radio at the age of 15 with his Becoming executive director, Tor- In his new post, located in FCB's hometown station, CFPA Port Arthur, onto branch, United Nations Asso- European International headquarters in Ont., then became executive vice- ciation in Canada, in 1951, he moved Brussels, Bradshaw will have special president and general manager of the to UN headquarters in New York, to responsibility for overseeing the CTV Television Network Ltd., has just join the radio and television division company's 10 offices in continental been named president of the company of the UN department of public infor- Europe, said Brian F. MacCabe, chair- and appointed a member of the board mation. man of FCB's International Committee. of directors. He will be the network's Hind -Smith joined the CBC in 1952, A native of England, Bradshaw has chief operating officer. as organizer and moderator of the first been with Foote, Cone & Belding since Chercover, who succeeds Gordon Canadian television discussion pro- 1949. He began his career in the F. Keeble, newly -appointed chairman gram Pro and Con. He became radio Research Department of the Chicago of the board and chief executive producer, for Talks & Public Affairs, office, and in the following two years officer, was born in Montreal, August CBC Prairie Region, located at Winni- gained his B.A. degree from the School 18, 1929, and received his education peg in 1953, and was moved to Ottawa of Journalism at the University of in Port Arthur, Ont. in 1955, where he spent five years as Illinois. In 1953, he was transferred His early interest in the arts, television producer, news and public to the account management group in theatre and the world of entertainment affairs, covering Parliament Hill. the agency's Chicago office. led him to accept a job with CFPA In 1961, Hind -Smith was named Seven years later, he was promoted while finishing school, and, after to head up the Canadian operation of graduation he moved to Toronto for a (continued on page 24)

10 The Canadian Broadcaster A CHCH-TV Editorial Superspot unleashes the power of a whole network on a single market.

If major market strength is ever with Orbit plans. The first your problem, with a Channel 11 ever with new pricing innovations SUPERSPOT Superspot we can deliver to you as for 30's. The first ever to offer you 60 sec. $650 many different homes in Toronto, prime time equivalents. And the 30 sec. $375 in Hamilton and in Kitchener as first ever to offer you a staff of mar- Guaranteed Audience Delivery the very best network spots (that's keting men and not just a white - comparable to Top Network Shows. a guarantee). And you still have on -white group of order takers. soon, when no one's *Guaranteed Cost Efficiency, and dollars left to use more efficient- Sometime network strength without Net- ly where you need them. Pretty looking, why don't you pop into work Commitment. good idea, isn't it? the nearest phone booth then give *Schedule adjusted if necessary, with N8l Reports of Nov., Jan. and March, to maintain We have a lot more where us a call. It's your best way to turn originally purchased efficiency. that came from. We were the first Superspot loose.

We never stop starting things. err13 CHCH A division o! Niagara Television Limited . bl

Commercial interruptions -- a greater evil than impropriety or bad taste

DOES THE TELEVISION VIEWER need "personal product" items, such as (1) It was felt that the inquiry to be safeguarded against the impro- toilet tissue, women's underwear, should not be confined to personal priety, bad taste or embarrassing denture cleaners and adhesives, laxa- and intimate products but should character of certain television com- tives and depilatories. Since last extend over a wide and miscellaneous mercials? September the CBC accepts television product field so as not to alert the A survey, conducted by CBC's commercials for three of these-toilet respondents that they were being research department last year, dis- tissue, foundation garments and asked about a particular product covered that a far greater need is to depilatories. group. For this reason the study cov- protect the viewer against those The details of the survey that ered as many as 25 different product aspects of television commercials brought about this change were groups, including of course, those which really cause the most concern- recently discussed with CBC's Direc- in which the CBC was most in- the frequency with which they inter- tor of Research, Arthur Laird. terested. rupt the programs, the constant The study was designed to provide (2) It was felt necessary to obtain repetition of the same commercial and information on the television public's people's reactions to specific com- the stupidity, silliness and downright reactions to the advertising of those mercials they had actually seen and inanity of much of the content. products which, it was felt, would be not merely to a list of product names The result was a relaxation of relevant to the formulation, or modi- purporting to describe distinguishable CBC's commercial acceptance policy. fication of CBC policy in this area. and well-known "types" of television For years the Corporation has refused Two main considerations determined advertising. Therefore viewers were to accept advertising for certain the general approach. required to keep a record of commer- cials they had actually seen and as they saw these commercials, to TABLE 1 indicate their reaction to them. DEGREE OF ANNOYANCE WITH COMMERCIALS In addition, and in order to place in context the information obtained Question: How annoyed and bothered are you generally by TV commercials? on individual commercials, respond- ents were asked a number of questions Very annoyed and bothered 15% concerning their attitude to television 49% Quite annoyed and bothered 34% commercials in general and were required to indicate which of several Not very annoyed or bothered 45% advertising Not annoyed or bothered at all 6% 51% aspects of television bothered them most. were TOTAL 100% The respondents in the study the members of the CBC English TV Network Audience Panel. Number answering this question (1575) This is a panel of some 2,000 persons selected on a probability basis to be representative of all TABLE 2 persons in Canada viewing television, RELATIVE CONCERN ABOUT CERTAIN ASPECTS OF TV ADVERTISING over the age of 12 who are English speaking. Question: (a) Here are some criticisms of commercials which some people have Each week active panel members made. Which one of these things bothers you most? report on the extent of their viewing (b) Which one bothers you next most? and degree of enjoyment of network The thing The thing Total of programs. In order to minimize con- that that 'Most' one- bothers bothers and ditioning the panel is rotated, 'Most' 'Next most' 'Next most' third of the members being retired and new members recruited every % fourth week. In the study 1,700 panel There are too many interruptions during members returned usable question- one program. 60 20 80 naires. The same commercial is repeated too often. 14 38 52 Laird pointed out that the study to The commercials are stupid and silly, was focused on public reactions an insult to one's intelligence. 13 16 29 so-called "unacceptable" products. For this reason the emphasis is on The commercials are too loud. 6 12 18 the negative and displeasing aspects The commercials are dishonest or misleading. 6 11 17 of television advertising. "It is only The commercials are embarrassing because fair to acknowledge," he said, "that they deal with too personal, too intimate many members of the viewing public subjects. 3 4 are known to hold favorable attitudes and TOTAL 100 100 'nx: towards television advertising in fact positively enjoy certain Number answering thi s question (1504) (14901 commercials. Nothing in our findings is intended to argue to the contrary."

12 The Canadian Broadcaster Viewers' reactions to certain uted to lack of exposure to television it seemed worthwhile to check the advertising of this kind. that this criticism of aspects of television advertising possibility During the two-week period cov- some commercials, as being embar- in general ered by the survey, he said, almost rassing in their display of personal All respondents were asked how 60 per cent of all respondents gave products, might be more widespread annoyed or bothered they were by evidence of having seen one or more among those viewers who were most television commercials generally. commercials on non-CBC stations, annoyed and bothered by television Deliberately they were not asked advertising products which the CBC commercials in general. whether there was anything they considered unsuitable for advertising. This was not the case, he said. particularly liked about television "When we compared the reactions As Table 3 shows, this particular advertising. Hence, in drawing atten- of these viewers with the reaction of objection to television commercials tion to the displeasing rather than those who had not been exposed to is just as relatively infrequent among the pleasing features of television any advertising of this potentially this very annoyed and bothered group. commercials, the question was some- embarrassing kind, we found virtually "Interestingly enough, what does what leading. no difference." emerge from Table 3 is confirmation "All the more surprising was it There was one more possibility, of a finding from a major national therefore," said Laird, "to find what said Laird. So far we had found the survey we conducted some years ago- would appear to be a remarkably high potentially embarrassing aspect the that concern about the repetitiveness degree of public tolerance of commer- least bothersome, but as was indi- of the same commercial, while a cials. As Table 1 shows, just over cated in Table 1, not all viewers are common enough complaint, among half the viewing public is apparently equally troubled by television com- viewers in general, does not loom 'not very' or 'not at all' bothered or mercials: some are hardly perturbed nearly as large in the minds of those annoyed by commercials in general. at all by commercials. This being so viewers who really feel most strongly Another third of all viewers admitted to being 'quite' annoyed or bothered, TABLE 3 but only 15 per cent took the extreme RELATIVE CONCERN ABOUT CERTAIN ASPECTS OF TV ADVERTISING position of claiming to be 'very' ACCORDING TO DEGREE OF VIEWER'S ANNOYANCE WITH TELEVISION annoyed or bothered by television COMMERCIALS IN GENERAL commercials generally." While this tells nothing about the Very Quite Not Very Not At All types of commercials that may cause Annoyed and Annoyed and Annoyed and Annoyed or concern, Laird said it does suggest Bothered Bothered Bothered Bothered that generally speaking television advertising is not nearly the annoy- be. There are too many inter- ance it is frequently claimed to ruptions during one program. 63 62 58 52 Respondents were then confronted The same commercial with a list of six different criticisms is repeated too often. 6 10 18 23 of commercials and asked to indicate which bothered them most. One of the The commercials are stupid and silly, an insult to one's criticisms included was that "com- intelligence. 22 17 8 9 mercials are embarrassing because they deal with too personal, too The commercials are too loud. 3 5 intimate subjects." The commercials are dishonest As Table 2 shows, by far the most or misleading. 6 5 7 10 troublesome feature of commercials The commercials are embarrass- (of the six features listed) was felt ing because they deal with too to be their tendency to interrupt personal, too intimate subjects. 1 2 program continuity. TOTAL 100 100 100 100 Commenting on these figures, Laird said "it must be emphasized that Number answering this question (186) (495) (674) 1781 these figures are entirely inter - relative. The fact that 60 per cent of Less than 0.5 per cent. viewers select the 'interruptive' feature of commercials as most both- TABLE 4 ersome, does not mean that 60 per OF TV ADVERTISING cent necessarily feel strongly about RELATIVE CONCERN ABOUT CERTAIN ASPECTS this particular aspect of television ACCORDING TO LEVEL OF EDUCATION OF THE VIEWER advertising. This was a forced choice questionnaire: given Some Completed each of the six Grade High High Un , criticisms had to be checked. This School was the one checked most often. School School Similarly with the other choices. i o "What these results do suggest is a priority of commercial features There are too many inter- 56 60 54 against which Canadian viewers ruptions during one program 60 would choose to be protected. First The same commercial is and foremost, they would like less repeated too often. 16 17 11 10 frequent program interruptions, fol- The commercials are stupid and lowed by less repetitiveness and silly, an insult to one's 13 Id fewer 'stupid' commercials, followed intelligence. 9 16 by a reduction in decibel level and The commercials are too loud. 8 6 5 9 fewer patently dishonest and mis- leading The commercials are dishonest claims. Only after all of that or misleading. 6 7 does one find any concern at all about are embarrass- the personal, intimate or embarrassing The commercials ing because they deal with too aspects 1 of certain commercials." personal, too intimate subjects 1 2 2 Covering Laird another possibility, TOTAL 100 loo loo 100 said this pre -occupation with the intimate and personal nature of some Number answering this question (253) (456) (296) 11631 commercials cannot simply be attrib-

February 8, 1968 13 about the annoyance of television As to the reasons for disliking induce or contribute to anti -social commercials generally. various commercials, this was ob- behavior, such as dangerous driving, "Such viewers tend rather to feel tained by requiring each respondent and which had particularly serious that, next to the interruptive effect to name the commercial that he or implications for young people. of commercials, the most reprehen- she disliked most and to explain why. People felt many beer commercials idea one could only sible single feature of television While Laird would not go into promoted the that be when advertising is the silliness and specific brand names he offered some have fun and "with it" included stupidity of its content. This, it may general comments on the reasons for drinking. Other objections be added, was also the feeling disliking various product groups. too much repetition of the same by those commercial, they were too loud and expressed in this study Detergent commercials were criti- been educated to raucous and made misleading and viewers who had cized primarily because they were level in contrast to those exaggerated claims for their own university felt to be so silly, ridiculous, im- who have not. (See Table 4)." product. plausible, in one way or another and Among the patent medicine com- an insult to the intelligence. It was mercials, headache tablet ads drew Viewers' reactions to individual many of these ads not the fact that the heaviest criticism, mainly on seen rather commercials actually operate at the level of fantasy account of the accompanying sound The other part of the CBC study dealt than fact, but rather, even at that effects-that infuriating din, the with viewers' reactions to specific level, they were stupid, pointless pounding, throbbing, irritating music, on treating the commercials. This was achieved by and trivial, intent all that ticking sound, the noise. All sending each respondent a list of 25 viewer as a moron. patent medicine commercials for were also different product groups. They were Floor wax commercials headaches as well as other ailments An told to keep this list close to their thought to be childish and silly. also drew criticism for being much was that television sets throughout the desig- even more frequent criticism too dull, drab, dreary, depressir- were misleading nated two weeks and, whenever they some of their claims humor or interest. Many wel dishonest. There without saw a commercial advertising one of and positively censured for being considerably to be considerable skepticism these products, to note the broadcast appears misleading in that these remedies, spilled water will date and time, the brand name of the that, for example, it was felt, never work as quickly or or that wax will product and the extent to which they not ruin the polish as effectively as demonstrated. among women liked the particular commercial. On a not yellow, especially Many food and drink commercials have tried it and know scale provided, one of five responses who say they also underwent the criticism of being it isn't so. was possible: "Liked very much"; silly and stupid without having the When commercials are "liked quite a bit"; "all right, not automobile redeeming virtue of real humor. Here objected to, it is mainly because they bad"; "disliked quite a bit" and also there was a considerable amount are often felt to be silly and improb- "disliked very much". of cynicism concerning the claims of able. Others felt auto ads were too Of the product groups listed, the some that they could not be power and products commercials for cheese were by far concerned with promoting from the real thing- bad driving distinguished the best liked. Then came the soft speed, thus encouraging instant coffee, for example, in claim- habits; played greatly on snob appeal; drink commercials followed closely ing that it had all the qualities of too loud, too long drawn out or by commercials for beer, gasoline, were real coffee, orange drinks that could At the simply dull. cake mixes and toilet paper. not be distinguished from real orange About half the criticism directed other end of the spectrum, the six juice, margarine that was as good as were at beer advertising indicated a most disliked commercials, butter and so on. of drinking habits. These those for detergents, women's under- disapproval The general implication here was, commercials were disliked because wear, personal deodorants, denture who do they think they are fooling? cleaners and adhesives, headache it was felt they promoted the use of tablets and cigarettes. a dangerous product, one that could

ANNOUNCEMENT BUSHNELL TV CO. LIMITED

A. G. (SANDY) DAY JOSEPH ALLEN JOHN FARMER

Stuart W. Griffiths, Executive Vice President and Managing Director of Bushnell TV Co. Limited, operating television stations CJOH and CJSS in Ottawa and Cornwall has announced the following appointments: A. G. (Sandy) Day, formerly Director of Engineering, becomes Vice President, Engineering. Austin L. Reeve becomes Director of Engineering. Joseph Allen C.A., formerly Accounting Manager, becomes Comptroller. John Farmer, A.C.I.S. becomes Assistant Secretary of Bushnell TV Co. Limited.

14 The Canadian Broadcaster The Creative Director - GOOD IS

STRAITON

O' MALLEY -- an agency's most important

commodity MACALEAR

by James Montagnes

CREATIVE PEOPLE ARE RISING in results of their marketing research. account executives." stature. They are now playing a more The creative man in the agency must "We work with the client from the important role in the operation of a develop quality work, must be more inception of his need of the agency Canadian agency. They are rapidly concerned with whether an advertise- on a campaign," said Terry O'Malley attaining executive standing at the ment sells products." of Vickers & Benson Ltd., Toronto. top of the list, instead of that of Jerry Goodis of Goodis, Goldberg, "Ideas begin to take shape. The idea highly competen' artisans whose job Soren Ltd., Toronto, developed the dictates media changes. is, or has been, to do as they are told. same thought when he pointed out "For example, a campaign for This is a new trend in Canada, that an agency should turn out simple Seven Up based on an idea from the where the account executive domi- advertising copy that sells products. creative department, resulted in our nated agencies have been in the This is what the client is interested taking the client's advertising out of majority. in, this is the reason the agency was all media except radio. It has been Today the creative director and hired. very successful coast -to -coast for the his staff are no longer delegated to "There is more good advertising past three years. We work out a a minor position, taking orders from coming out of Canadian agencies program for each locality. We have the top after the clients and manage- today than there has ever been," only one television program and that ment have decided on an advertising Goodis went on. "Some of our agen- is in Montreal. campaign. Today the creative people cies are getting the message that "Our creative department is in- are called in from the inception of producing good advertising is what volved in the total agency operation, a campaign, sit in with the client makes a successful agency. They are working closely with other depart- when a campaign is being planned, paying more attention to their creative ments." and bring ideas to the conference. people." Where to find good creative staff This change has created a hunt for Television, a number of agency is a major problem with many agen- talented young people. Idea genera- spokesmen explained, is a major cies. Some move up their own people, tors are being sought everywhere, reason for this growing importance of others search through the staffs of good copywriters and art directors are the creative department. Television newspapers, television and radio at a premium. They are commanding audiences are becoming more and stations. While raiding is frowned increasingly higher salaries, taking more sophisticated, so advertising upon, there is a considerable move- on more senior posts in agencies, and must be improved to hold the audience ment of agency staff from one firm to some are at or near the top of some and help the sponsor sell his products. another, not all entirely unsolicited. of Canada's largest firms, command- The emergence of the creative "Hiring creative people is now ing some of the highest salaries paid department to its new importance has being done by top agency execu- out by advertising agencies. not come overnight. It has been a tives," Bob Macalear of Baker Adver- "There is going to be more and gradual process, tried out annually tising Ltd., Toronto, said. "Getting more stress on the creative depart- by more and more agencies. top talent is one of the agency's most ment's contact with the client," said "Over the past ten years we have difficult operations. Senior people are John Straiton of Ogilvy & Mather called in creative people from the more or less stable in their positions, (Canada) Ltd., Toronto. "This trend beginning of a campaign," reported but younger people move on to other is going to increase. Henry Karpus of Ronalds -Reynolds & agencies. Most of our creative staff "Large manufacturing companies Co., Toronto. "It gives them the are men, even those writing copy for are developing their own marketing client's position at first hand and women's merchandise. research departments. They will de- allows them to ask different kinds of pend on advertising to bring in the questions from the marketing and (continued on page 26)

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!.üüüiiüüüüi:lii:lii1i1ü1i1iiüüüi"" ...... Alibi ...... y..N ... 1111=11111 Toronto radio stations' total adult listeners ii11i:üi11ü11'lüiüii1il BBM November 1967 I'IIOIIIIIIIIIIHIIIIII'IIIIIIIIIIIIII"IIIlI Released January 1968 Monday -through -Friday averaged by half-hour periods, 6:00 a.m. to Midnight 1111111 IIIIIIIIIII:111 1 1111111 T á0.M *,000 320 000 CFRB Station "E" 210,* 210,000 Station "B" Station "F" Station "C" Station "G"- - Station "D" Station "H" - --

B

9% As the most listened -to radio station in Canada, CFRB !F ADULT Toronto is always trying to do things just a little better for LISTENERS both listeners and advertisers. Once again, the strength of the relationship enjoyed by IV TOTAL CFRB with adults -who -do -the -buying throughout Toronto COVERAGE and nearby Southern Ontario communities is emphasized AREA by the BBM Bureau of Measurement (November 1967) Radio Jlonday-Friday Station and Area Report released January 1968. find it worthwhile to compare CFRB's adult veraged by You will dominance throughout all time periods, weekdays lalf-hours 6 a.m. listener and weekends. Write, wire, or 'phone for all the facts. ') Midnight) TORONTO Represented by STANDARD BROADCAST SALES COMPANY LIMITED 2 St. Clair Avenue West. Toronto (416) 924-5721 1407 Mountain Street. Montreal (514) 849-2454 CANADIAN STANDARD BROADCAST SALES INC. 654 Madison Avenue. New York, N.Y. 10021 (212) 838-5774 NEWSCAST ASSOCIATIONS 18 FM 20 RESEARCH . . .. 22

. 22 COMMERCIALS 19 PROGRAMMING . . .. 20 TALENT EDUCATIONAL TV 19 PROMOTION 21 TECHNICAL 22 FILM 20 RECORDINGS 22 OBITUARIES 23

ASSOCIATIONS of the Joint Broadcast Committee of importance of good advertising in the Institute of Canadian Advertisers selling a product or service. "THE CREATIVE PROCESS" will be and the Association of Canadian "It is true," he said, "that com- the general theme of a two-day Advertisers.The aim of the committee, panies which can afford large adver- seminar sponsored by the Toronto Ad said chairman David Hopkins, man- tising budgets can certainly sell their & Sales Club's Advanced Advertising ager, broadcast ad media, Procter & products by the sheer, positive weight Management Course, at York Univer- Gamble Co. of Canada Ltd., Toronto, of advertising. But for the companies sity, February 9-10. is "to study the effect of cluttering". which can't afford the vast advertising "This will be one of the top cre- that they co- Composed of a cross-section of budget, we recommend seminars ever held in Canada," budgets with ative Canadian advertisers, ad agencies ordinate their modest ad Henry Karpus, senior vice- rela- said and broadcasters, the special com- a capable and creative public president and creative director, mittee includes: H. Jim Lee, director tions program." Ronalds -Reynolds & Co., Toronto, who customer is not of research, CTV Network; Arthur Petlock said "the will act as chairman and co-ordinator. beat a path to your door if Laird, director of research, CBC; Gary going to "It should prove a stimulus to Cana- you don't give him some intelligent Zivot, director of research, CHCH-TV dian creativity at many levels," he what he' l l find when he gets Toronto-Hami Iton; Tommy Thomas, idea of said. there. Public relations creates a director of television research, All - Friday sessions will include of acceptance for the com- Canada Radio & Television Ltd.; Ken climate presentations by Dr. Neil Agnew, or service and the Hicks, media group head, MacLaren pany's product director, Psychological Services, and PR program determines Advertising Co. Ltd.; Bob Harris, success of the professor of psychology, York Uni- the customer will accept the account executive, Spitzer, Mills & whether versity, and Roy Jones, associate made for the Bates Ltd.; Murray Philp, vice- advertising claims director of planning, University of and whether he will buy." president and national director of product Toronto. Audience participation ses- , research, Bowles Ltd. He said "the old school tie or sions will focus on "Creative Com- McKim/Benton & army buddy" approach to selling munications". The study committee evolved as a "old is not valid in today's more imper- Under the general title of Ad Plan, result of the Baker Advertising Co. sonal and sophisticated market place. Saturday's sessions will be devoted report that showed a definite fall -off The salesman with this approach is to a case history of a company with in viewer attention for the third of being replaced by the specialist who simulated marketing problems, and three clustered commercials. The has learned modern marketing tech- will be designed to lead the partici- Baker study also caused some alarm niques, and whose prospective pants to making marketing and adver- among advertisers who had budgeted customer has been informed of the decisions. This will be for clustered advertising, especially tising salesman's product or service through conducted by M. (Mac) Hannan, if their commercial ran last. a well -planned PR program. managing partner, Hannan & Son, In the new rules for the TV Code management consultants, New York of the National Association of City. He is also an instructor in Broadcasters (see Commercials, this marketing for the City University of issue) U.S. television stations will ACTRA HAS A NEW PRESIDENT, with New York. be limited to four consecutive com- mercials at any one program break, Victor Knight, Montreal, elected for and three during station breaks. a two-year term as the chief national CONCERN OVER THE CLUTTER of Hopkins said his committee executive officer of the Association television commercials has prompted started meeting in December, "and of Canadian Television & Radio He Henry the formation of a special committee we are making good progress towards Artists. succeeds Comor, the possibility of doing research on Toronto, who did not seek re-election. the problem". Other national officers elected at BUY They meet again in mid -February, the two-day annual meeting in Toronto, he said. "If research is to be done, January 27-28, are: Edward (Ted) Group One Atlantic our aim will be at getting it into the Stidder, Vancouver, 1st vice-presi- field before the summer fall -off of dent; Leslie Yeo, Toronto, 2nd vice- RADIO sets in use." president; Dave Higgins, Toronto, treasurer. Paul Siren continues as general secretary, which is not an A COMPARISON OF POPULATION elective post but an appointment IN NOVA SCOTIA SHOWS. A VITAL SALES TOOL in today's made by the Board. complex marketing structure is a Other members of the executive HALIFAX & COUNTY 32"., well -planned public relations program committee are William Fulton, Halifax; GROUP ONE ATLANTIC 49" which stimulates public interest in Reg. Gibson, Winnipeg; and Don the company and its products," said Parrish, Toronto. EIGHT STATIONS ONE ORDER Bert Petlock, president of the Toronto - Knight, an actor like Comor, based PR firm of Petlock, Ruder & Finn lectures on the history of drama at CALL Ltd. Sir George Williams University, in Pet lock told the Young Men's Montreal, where he will continue to GROUP ONE RADIO LIMITED Advertising & Sales Club of Toronto live. He was 1st vice-president on that he was "not minimizing the the previous Board.

18 The Canadian Broadcaster COMMERCIALS sought and won French approval, in Ontario, London. "Education pre- principle, to participate in a French - sented through television may produce German satellite project. He said a greater awareness of his own inade- -viewing RADIO HAS BEEN SELECTED by Cana- Quebec sought such permission quacies in even the casual dian Admiral Corp. Ltd., Port Credit, because Ottawa was not taking the physician." Ont., to share its Winter Windfall initiative, and Quebec wants at least Dr. Hunter, reporting in the Cana- advertising promotion in conjunction one satellite overhead "that speaks dian Medical Association Journal, with weekend rotogravure supplements French." told of the decision by the medical on continuing in a campaign breaking February 19. Speaking at a news conference, faculty's committee Denis J. Olorenshaw, Admiral's the premier was commenting on education at Western to go into Canadian ad manager, said 31 radio remarks made in Paris by Federal television. stations will carry 1160 Admiral Minister of Energy, Mines and Re- In co-operation with CFPL-TV Winter Windfall spot announcements sources Jean-Luc Pepin, who said London, they began televising medical for in a four -week period beginning communications is under federal education programs in 1965, which February 19. jurisdiction and there will be a the station won a CAB Station of the The special sales campaign will bilingual satellite over Canada in- Year (TV) award (Broadcaster, May 11, break in print with a two -page spread volving the federal government. 1967). in Weekend magazine and Perspec- Johnson said English Canada had Dr. Hunter found the shows, tives, February 24. The same spread developed with an imported technol- telecast at 9:00 a.m., Sundays, when will follow in the Canadian and ogy, enabling English-speaking Cana- the station was normally off the air, LaPresse weekend rotogravure on dians to live a good quality life in with pre -broadcast publicity purposely March 2. English. Quebec is starting to import confined to the medical profession, Olorenshaw said prepared dealer a French technology to enable French- overcame some difficulties in trans- radio spots for local use will be part Canadians to improve the quality of mitting modern information to the of a tie-in promotion package for the their life in French, and "we are busy or indifferent practitioner, by campaign. blazing the trail today for the year coming into his home at a convenient Stanfield, Johnson & Hill Ltd., 2000", he said. time and permitting a rapport between Toronto, is handling the account. "Perhaps then the young people the doctor and the lecturer on the TV of Quebec will be able to follow arts screen. courses directly from the Sorbonne by Programs have featured such diver- television," he added. gent topics as the treatment of the chromosomes, DOWN ON CLUTTER, U.S. Quebec's relations with France menopause, gallstones, CUTTING therapy, stroke television stations are being limited should be viewed in this light by the infections, oxygen and obstetrical emer- to four consecutive commercials rest of Canada, Johnson said, and rehabilitation gencies. during any one break in a program, especially by Ottawa, which should There had been concern, said Dr. and to three during station breaks, "change its traditional views of Hunter, about the effect of the pro- according to new rules announced diplomacy". Quebec is ready to take grams on chance lay viewers, but January 25 by the National Associa- into account the interests of Canada neither the university nor the station tion of Broadcasters, under its TV in general, he said, but it is not ready received any complaints. In fact, Dr. code. to leave to Ottawa the development Hunter states: "Patients appear in The change will become effective of French culture. "Full co-operation, the programs if it is considered their September 15, 1968. yes; delegation to Ottawa, no." presence will make the presentation In another change, the NAB ap- more graphic." proved another amendment prohibiting The patients released the univer- the mail order advertising of firearms "ETV BEAMED TO DOCTORS AT HOME, sity of responsibility for interfering and ammunition. The board amendment may teach an indifferent physician Dr. A.H. with the patient -doctor confidential specifies that such items shall be more than one lesson," said of Western relationship or with their civil liber- advertised on television only as Hunter of the University sports equipment. The decision regarding consecutive was not concerned with commercials FRENCH CROPS\PN the total time expended on them, since ENG\ -\SN GREEK last October the NAB set limitations of ten minutes per hour of prime time for announcements. The limit in non - prime time is 16 minutes an hour for A BABEL OF MOTHER TONGUES! RS0's/4/v commercials. \P Toronto respondents to the Fall 1967 BBM POLISH EDUCATIONAL TV Survey speak 28 dif- ferent languages. YUGOSLAVIAN PNESE have PP Almost one in five who "RADIO, TV AND SATELLITES SYRIAN become tools of education. Ottawa 5FP\Pe answered the question could have jurisdiction over the stated the lan- l. OqN/sH that FSF container, we could have jurisdiction guage they first learn- P\`\\S\N over the content," said Quebec P3v\AN SP ed to speak in child- Premier Daniel Johnson, concerning ESTONIAN the province's proposed participation hood was neither in a French communications satellite. English nor French. CN/NESE He said Quebec is ready to let the PO9ZSGS CFc federal government in on its biggest HOW ETHNIC CAN YOU GET? ti prestige project with France, and is GFRMq4/ ARMEN\AN prepared to negotiate with Ottawa FINNISH over jurisdiction, but the province insists on jurisdiction over educa- 1 1 i1 BBM BUREAU OF MEASUREMENT tional 120 Eglinton Ave. East, Toronto 12 and cultural matters. YIDDISH 91,1e-D\9-\ During his Paris talks with Presi- dent de Gaulle last May, Johnson

February 8, 1968 19 ties. One program was even video- internationally -renowned Canadian pi- Four Star Television Ltd., Cleo taped in the delivery rooms of St. anist, Glen Gould. Productions Ltd. and Miss Canada Joseph's Hospital, involving some 12 Kunitsky said the network has Productions. hours work (see Broadcaster cover scheduled the special for a February story, May 11, '67). 25 or March 3 showing. The University of Western Ontario, TEENAGE TRENDS IN RADIO were Faculty of Medicine, is responsible discussed by 17 of Canada's top for the continuing education of about teen -tuned air personalities at an 1700 doctors in southwestern Ontario. FM informal seminar in Montreal, February Three half-hour programs were 1-4, sponsored by the Walter M. taped in 1965, ten more in 1966. Each NOW IT'S EDUCATIONAL RADIO! Lowney Co. Ltd. of Sherbrooke, Que. cost about $3000, half of which went Jerrold Sandler, executive director, In addition to the opportunity to for technicians' salaries. The com- National Educational Radio, Wash- meet each other, discuss mutual pleted films were shown along with ington, D.C., told a seminar on problems and exchange ideas, the several from the U.S., over CFPL-TV, educational broadcasting in Edmonton Caravan of Disc Jockeys enjoyed a as well as on CKNX-TV Wingham and that public programs for particular tour of the Lowney candy plant in CKSO-TV Sudbury, in Ontario, also in audiences are just the beginning of Sherbrooke, visited the new Playboy Detroit and parts of Newfoundland. educational radio. Club, enjoyed the NHL game at Multiplexing is the answer, he Montreal Forum and were guests at says. But only those with special the huge new teen night club known receivers can pick up a multiplex as Snoopÿ s. FILM broadcast, which is received on a Teen program hosts participating in sub -channel of an FM frequency. lt the first -of -its- kind seminar repre- ABC FILMS OF CANADA LTD., Toronto, provides closed circuit radio, says sented Top 40 stations from Halifax will distribute The World Series of Sandler, which opens up a broad to Vancouver, but although the top Tennis, produced by Viewfinder Pro- approach. teen deejay was selected from most ductions in co-operation with ABC "This is being done only experi- cities, Montreal had two, and Sher- Films, in Australia, which will be "a mentally now," he said. "As a result, brooke, the home of Lowney s, had new and revolutionary program created it costs about 100 dollars to install one from each of the city's three exclusively for television," says Mel a multiplex unit in a home radio. But, radio stations. Watson, manager, network sales for eventually, when these are mass- Canada. produced, the cost may go as low as The 13 -week of ten to 15 dollars." color series TAXPAYERS, just in time for filmed Multiplexing, Sandler said, will TIPS FOR championship matches is being income tax deadlines, will be featured in Sydney, where shooting got under- permit broadcasting from a station to in a half-hour production for the Australian a university, from one university to way January 20 with the Department of National Revenue, titled (ATN) providing another, or within a university. Television Network We're Here To Help, to be shown on "There will be no shortage of multi- the facilities. television stations across Canada tennis plex channels," he said. "Orbiting Eight of the world's top early in April. pros will battle it out in matches TV satellite stations have been a basic breakthrough for radio. The Produced by CFTO-TV Toronto, in played against the clock with a their Agincourt studios, the film system. A space station has only one visual simplified scoring total makes use of cartoons by Andy Donato is being offered for channel, but it can handle up to 1200 purse of $35,000 of The Toronto Telegram, "to give the the series, which will be hosted by audio channels." show a light" and at the same time -known Billy Talbert, internationally they add an almost satirical approach the tennis star and former captain of to taxation. Cup team. U.S. Davis PROGRAMMING The Hon. Jean Crétien, Canada's Competitors include Newcombe and new Revenue Minister, will be inter- Roche (Australia), Ralston and Buch- TORONTO, which showed an viewed on the show. holz (U.S.), Drysdale (South Africa), CKFH upward curve in the November BBM Taylor (England), Barthes (France) after abandoning its middle -road pol- and Pilic (Yugoslavia). icy for rock, indicating an increase Ten color cameras will be used for in teen-age listeners, has been "MOST CHURCH BROADCASTS (TV and coverage of the series, filmed at the for a series of live remotes radio) serve as background music for special ly-bui lt outdoor stadium -studio. chosen direct from the Teen -Age Fair, March Sunday morning breakfast, instead of The series will be filmed via the at Toronto's Queen Elizabeth being observed in a dignified and Electronican process, which affords 17-24, Building on the CNE grounds. reverential manner," said Rev. Albert the spontaneity of live television The change of date to co -incide van den Heuvel, information director, sports coverage, with the clarity and with the Ontario Department of Edu- World Council of Churches, in Ottawa. documentary quality of 35 mm color film. cation set mid-term holiday, instead The 35 -year old minister of the Easter -week vaca- Reformed ABC Films has world distribution of the traditional Dutch Church said "radio tion, is anticipated to bring an even the rights for the series and has already and television broadcasts of greater attendance for the 1968 Fair, sold it to Rediffusion in England and church's liturgy do more harm than which drew 100,000 when it was held the Australian Television Network. lt good, and should only be used on at the CNE last fall. special occasions." will be available for U.S. and Cana- Due to the bad location allocated times, such as dian showings some time in April. He said there are the T -A Fair during the the a Following the filming of the tour- to "Ex", the death of national figure, when move to the Queen Elizabeth Building the whole becomes one con- nament, the eight competitors will country will provide greater accessibility, gregation. "Even then," he said, begin a worldwide tour. and enable the show's promoters to "the liturgical service must be "dress it up better", says Tom broadcast with discretion and dig- A ONE -HOUR COLOR SPECIAL, The Reynolds, executive vice-president nity." Boston Symphony at Tanglewood, has and general manager, as well as part Van den Heuvel suggested that been sold to the CBC television owner, of Teen -Age Fair Inc. the church should concentrate on network, said Sam Kunitsky, manager, Top rock groups will be featured, showing other aspects of its life, television syndicated sales, Warner fashion shows will be held, and Miss instead of broadcasting weekly Bros. -Seven Arts Ltd., Toronto. Teen -Age Fair will be crowned during services. "lt should strive to com- It is part of a series titled World the week-long program of events, said municate derivatives of the liturgy of Music, and will be hosted by the Reynolds, who is also president of instead of the central act," he said.

20 The Canadian Broadcaster of private homes. CHI1IL listeners were a modernized version of Sermonettes PROMOTION urged to phone either of the two in Song, to emphasize such church "command posts" to ask club mem- features as short and snappy services, the place of youth in the church, CFCF-TV MONTREAL and Magic Tom bers to call and pick up any deposit - be Christian education and others. (Auburn), whose program has been a refundable bottles that might Publicity chairman for the church's station feature since 1961, when the available. was CFRN news director Canadian Marconi Co. TV outlet first Response was overwhelming. The campaign planned for one day Bruce Hogle, who "came up with the went on the air, celebrated their pick-up originally idea of using radio ', said the pastor, seventh anniversary together, January was extended through the following week, thanks to an enormous backlog Rev. John Snowden, "and worked out 20, by helping the Montreal Chinese the program with Bob Smith of CFRN's Association launch their New Year of calls which poured in from Hamil- festivities. ton and district. continuity department." He said the Sermonettes in Song As Magic Tom, the Montreal magi- When all proceeds were tabulated, by CHML approach was designed to "appeal to cian hosts a popular CFCF-TV chil- club executives were invited as has been the case dren's program and is much in demand Station Manager Bill Hall to attend a the jet set, just manufacturers for personal appearances. He visited Hamilton Rotary Club luncheon meet- with some soft drink the National Chinese Building where ing, where they presented their and their products. Hamilton Easter Seal believed it worked," said he entertained a large gathering of cheque to the "We youngsters and their elders, including Campaign. Rev. Snowden, "and not only that, our the president and members of the financial campaign showed a sizeable Association. increase." NOW IT'S THE "SAM" AWARD pre- sented for annual competition among CHML HAMILTON, ONT. provided the radio advertisers by the Edmonton publicity spearhead for a community - Advertising & Sales Club, and the AN EXCLUSIVE INTERVIEW for tele- wide bottle collection drive that winner was a church. vision was arranged for CFCF-TV-12 raised over $2,000 for the Easter Seal St. Timothy's Anglican Church, of Montreal, to permit Montreal Mayor Campaign. Edmonton, won the 1968 radio adver- Jean Drapeau to reveal his plans for The station broadcast the only tising award in the "SAM" (Sales - Man & His World '68, auspicious suc- advance announcements of the drive Advertising -Marketing) contest, for a cessor to Expo '67, only moments conducted by two Hamilton -based series of spots placed on CFRN Ed- after the mayor had concluded his epic service groups, the Golden Horseshoe monton, promoting its fund-raising press conference. Radio Club and the Hamilton Emer- campaign. The 30 -minute CFCF-TV special gency Land Patrol, which pooled their Using the four-letter word "give", was in charge of the station's news mobile units and members for the which designated the appeal for funds and public affairs director, Bert one -day blitz January 13. to carry on the church work under the Cannings, who is Canadian president Both clubs operate shortwave radio four -word theme "God Is Very Expen- of the Radio & Television News communications to members' cars out sive", St. Timothy's campaign used Directors Association.

QUEBEC CITY/800 KCS/24 HRS. A DAY CHRC

=í1ti , - h l'1 IIU/NIIIIIII IIII,IpG,'®w "i

ip

BBM figures showing consistent CHRC leadership "Preferred by far by Youth" Yes, are accurate! In May 1967, this fact and many others QUEBEC IN METRO AND RURAL were proven by International Surveys Limited, with a of the radio listening habits of the 904,300 CHRC 55% study Quebecers in our coverage area. SECOND BEST STATION 34% No wonder CHRC leads by far in public confidence, THIRD ratings, power, programming, public service, influence, FOURTH and awards. NO ANSWER 6% It's why we also lead in sales.

REPS: HARDY RADIO & TELEVISION LTD., CANADA PROGRAMMING FM 81,000 WATTS. 98.1 Mc/S, SEPARATE CSBS, U.S.A. STEPHENS & TOWNDROW, VANCOUVER RECORDINGS

TWO OF THE THREE MIDEM AWARDS were won by Arc Sound Limited, Toronto, for top -selling Canadian - produced recordings, 45s and LPs, at the International Music Association convention (MIDEM) wind-up in Cannes, France, January 27. The award for the top -selling female vocalist went to Arc artist Catherine McKinnon, and the second trophy was won by Arc for their top - selling group, The Abbey Tavern Singers. 1967 was the first year that Canada has been considered for separate awards at MIDEM, said Phil Anderson, Arc Sound's president.

RESEARCH

HIGHEST RESPONSE RATE ever achieved by a national coverage study in Canada is reported by A.C. Nielsen Co. of Canada Ltd. for its NCS '68. Henry Comor, left, "The Voice of Dunhill" for Canadian radio, meets the The fifth annual study showed a return real Mr. Dunhill, from England, who heads the tobacco firm bearing his name. of over 30,000 ballots from the 50,000 homes sampled. of State, and whose function is to that Saunders had been named vice- Nielsen says on the basis of 3.8 co-ordinate all professional art en- president of Dominion Motors, Saska- persons per household, this reflects deavors in Canada. toon, for whom he is the air voice for viewing and/or listening preferences To be located at the head office their radio and TV announcements. for over 100,000 individuals. in Toronto, effective March 1, Comor Sixty per cent of the evening's Nielsen's NCS '68 is the only will replace Herman Voaden, execu- proceeds went to the Education Fund national report in Canada providing tive director of CCA, who resigned, of the Western Canada Junior Hockey broadcast information on a county-by - and has "as yet", he says, "no League. Saunders gave his share, the county household basis. Early indi- plans." Comor has just completed remaining forty per cent, to the Sas- cations are that a record number of nearly four years as president of the katchewan Council for Crippled Chil- Canadian and U.S. radio and TV Association of Canadian Television dren and Adults. stations are now reportable in the 238 and Radio Artists. In his new role, Guest speaker was former Saskat- counties and census divisions cov- according to Sid Adilman, The Toronto chewan Roughrider, Glen Dobbs. Other ered by the study. Telegram, "Comor in effect becomes head table guests included sports- Canada's Mr. Culture." caster Jack Wells, CKY Winnipeg, formerly of CFQC; Eagle Keys, head coach, accompanied by George Reed TALENT and Ed McQuarters, all of the Rough- CFQC'S LLOYD SAUNDERS, known for riders; Harold Crittenden, CKCK AM - Grey and long HONORED FOR PUBLIC SERVICE, his Cup commentary TV Regina; Gary Peters, of the NHL CJCH N.S. and its program association with the Saskatchewan Halifax, Philadelphia Flyers, and many other Bill "Phone was honored at a testi- director, Ozard, host of sports scene, notables. Forum", received a certificate of monial dinner in Saskatoon, January appreciation from the Halifax Junior 16, with over 1100 sports fans and Chamber of Commerce. personalities in attendance. The presentation, made at the Saunders, who has been the sports TECHNICAL chamber's annual dinner, January 13, voice of CFQC AM -TV for the past 12 publicly recognized CJCH for its years, has been a popular head table support of the Festival Canada pro- speaker at sports banquets all over TAPE INTERCHANGEABILITY was duction, The Best of Barkerville, and the province. He became known across stressed by Ampex of Canada Ltd. as othér "JC" projects throughout 1967. Canada for his play-by-play commen- a feature of its full line of one -inch tary of Grey Cup games, from western recorders when the company intro- Canada. duced two new compact videotape recorders for the first time in Canada, "THE VOICE OF DUNHILL", Henry at the Canadian Education Showplace Comor, left, immediate past president in Toronto, January 25-27. VR -5000, of ACTRA, met the real Mr. Dunhill in The new models are the person when Alfred Dunhill of the the smallest, lowest -priced portable British tobacco firm paid a visit to Ampex has ever offered, and the Toronto. The meeting was arranged by VR -7800, a closed-circuit studio pro- F.H. Hayhurst Co. Ltd., agency for duction model with monochrome the Dunhill/Rothmans account in electronic editing and other advanced Canada. features for color and monochrome Comor, who plays the part of Mr. recording. Each is compatible with Dunhill in the radio commercials, has each other and with previous Ampex just been named national director of videotape recorders using one -inch - the Canadian Conference for the Arts, Lloyd Saunders wide tapes. a semi -government body which falls To add further glory to his evening, George T. Mundorff, vice-president, under the jurisdiction of the Secretary it was announced during the banquet Ampex of Canada Ltd., Rexdale, Ont.

22 The Canadian Broadcaster OBITUARIES staff was fantastic. He'd come into your office in his shirt sleeves and sit down and talk about any problems ...he was always interested and con- cerned." JAMES E. H. LOVICK, 60, chairman of Extremely active to the end, Lovick the board, James Lovick Ltd., died flew a million miles a year. "He lived suddenly in Vancouver, January 24, in airplanes," said A. M. "Scotty" only a few hours after celebrating Shoults, president, James Lovick Ltd. the landing of a new account with "He never stopped working and was some of his staff. He had been in the one of the hardest -driving men in advertising agency business since Canada." the 1930s, and became associated VR -5000 Lovick is survived by his wife, with the late J.L. "Pinkie" Stewart in Doreen Elizabeth; a daughter, Patricia, said the .new Model VR -5000 is priced Stewart-Lovick Ltd., prior to founding Mrs. John Cox, Toronto; a son, James at $1,495 for educational and medical his own firm in 1948. Douglas; his mother, Mrs. E.M. Lovick; use and at $1,849 for other users, Born at Eburne, on Sea Island, one and two sisters, Mrs. Arthur Hutson weighs only 62 pounds, being 40 per of the first settlements in the area, and Mrs. Andrew S. Gracey. cent lighter than the smallest previous he taught school on Annacis Island VTR by Ampex. and in Richmond, all in B.C., before entering the agency field. Lovick, who pioneered the first network radio shows in western HERB MAY, 53, Ottawa -born announcer Canada, launched Nabob Harmony who rose to fame for his association House in 1942, and three years later with two of Canada's most popular was instrumental in beginning the radio programs, CBC's Happy Gang Burns Chuckwagon Show. and the Wayne & Shuster Show, died In 1948, he founded James Lovick suddenly in Toronto, Jaruary 24. & Co. Ltd., with three clients and an May, who moved to Toronto after VR -7800 initial capital of $10,000. Fifteen beginning his radio career in his years later, he sold out to a group of native city, was announcer for the The VR -7800, at $11,995 for employees in a million dollar deal, Wayne & Shuster comedy hour from educational use and $14,665 for other but remained on the job as chairman its inception in 1941 and was the users, when used with an optional of the board of the new company, only announcer the team ever had. processing amplifier, meets DOT James Lovick Limited. News of May's death reached requirements for monochrome broad- Lovick's no-nonsense philosophy, Wayne and Shuster in New York, where casting. that got to the heart of what adver- they were rehearsing for their January "A user starting with a basic tising was all about, keynoted his 28 appearance on the Ed Sullivan system, such as one or two VR -5000s rise to success. He once said that Show. Wayne commented: "Herb was with a camera and receiver, may later advertising is so fundamental that the one of the best. Frank and I were so wish to add recorders with higher average account executive got lost in stunned when we heard it we couldn't performance, monochrome broadcast his own creative brilliance. "As long talk. We were very close after 26 capability, editing, or closed-circuit as you keep it simple," he said, "and years of association." NTSC-type color," said Mundorff. not get cute or tricky but aimed at May was also the first announcer "With Ampex one -inch recorders he the basic human urges that motivate for the now -extinct Happy Gang show, may add units or upgrade existing sales, you' l l be successful." On that but only remained with it for about models without concern for obsoles- basis, he built one of the top three a year. cence." advertising agencies in Canada. He did considerable work in Like all Ampex one -inch recorders, Harry E. Foster, president of commercials, both radio and TV, and the VR -5000 and VR -7800 operate at Foster Advertising Ltd., paid tribute was known as "the voice of Bucking- a tape speed of 9.6 inches per second, to Lovick as "one of the brightest ham" as a result of his air work for a writing speed of 1000 ips, and offer lights in the whole firmament of the the cigarette firm. His voice was one hour of playing time as well as agency business in Canada." They had frequently used as background com- stop motion. worked closely together as fellow mentary for television commercials, The VR -5000 measures 231/2 inches directors of the Institute of Canadian although he seldom appeared on wide, 181/2 inches deep and 121/2 inches Advertising. "He was an adman's camera. high. advertising man," said Foster. "I A one-time bush pilot, May went The VR -7800 weighs 125 pounds, admired him greatly as an able com- to Hollywood in the late '30s. where has swing -out handles for carrying, petitor and a friendly associate who he did some announcing and took a and measures 33 inches wide, 20 would extend himself to help me film test. When war broke out, he inches deep by 16 inches in height. accomplish something in which we returned to Canada to become a It has all illuminated touch -button were mutually interested-for example, civilian pilot -instructor for the RCAF, operating switches, and features end - work with mentally retarded children." working out of the Air Navigation of-tape sensing which automatically Douglas Bassett, circulation man- School at Malton Airport. After the stops tape before end of the reel in ager, The Toronto Telegram, who once war, he operated a small flying any mode. worked for Lovick, said: "His death service from the Toronto Island Mundorff said the VR -7800 is the marks the end of an era in Canadian Airport. first video recorder ever marketed that advertising. Mr. Lovick was a real May was an active worker for the requires no modification for inter- boss-the loyalty he inspired from his Canadian Red Cross Society, serving national use. It will record or play back tapes made on either the 525 or 625 line standard, interchangeably. A simple 50/60 field switch allows The trend is to balanced programming instant change to either television standard. The recorder's operation is G. N. MACKENZIE LIMITED HAS SHOWS independent of the power line fre- quency. MONTREA L TORO NTO WINNIPEG Engineering advancements in the VR -7800 include extensive use of 1434 St. Cother ne St. W. 433 Jarvis St. 171 McDermott integrated circuits and printed circuit motors.

February 8, 1968 23 . voluntarily on the public relations committee. He is survived by his wife, Margaret, a son, Peter, two daughters, Judy and Sherry (Mrs. Thomas Stanton) all in California, and another son, Bill, of Edmonton, Alberta.

WILLIAM INGLIS, 51, a former CBC national news announcer, who had been the corporation's director of radio, in Vancouver, since 1965, died in hospital there, January 24, follow- ing a lengthy illness. Inglis, born and educated in Victoria, B. C. joined the CBC in Toronto in 1946, as an announcer for the national news program. He was later moved back to his home province, becoming a radio producer in Vancouver in 1951, a Photo by television producer in 1954, and a TV Bahamas News Bureau program director in 1957. Roland Rose Inglis was named director of radio in Vancouver, for the CBC, in 1965. Spotlight on Bahamas

INTEREST IN THE BAHAMAS is being noon. A special low, all-inclusive heightened by the announcement that package price is available, and details HERBERT (BUD) SEABROOK, 57, pioneer the Atlantic Association of Broad- may be procured from the ASC office, Vancouver radio engineer, died in casters will hold their annual conven- 366-4643. Lions Gate Hospital in that city, tion in the islands, at the Lucayan In the photo above, the name and January 25, after a brief illness. He Beach Hotel, Freeport, November 4-5-6. fame of the Bahamas has spread to had served the industry for 40 years. The Advertising & Sales Club of West Germany, with a West German Seabrook, born in Vancouver, Toronto is also arranging a "winter Television group shown as they joined CJOR in 1928 at the age of 17, break" vacation in Freeport, where a recorded songs composed by Count and became the station's chief engi- nine -day holiday package has been Bernardino (wearing hat), a top enter- neer. He was responsible for the planned at the King's Inn and Golf tainer in the islands, for a documen- installation of elaborate broadcast Club, from March 30, through April 7. tary on the Bahamas. Among the equipment on Lulu Island. Ad & Sales clubbers and their songs, January 10 was the keynote of He remained with the station until wives who take the opportunity to the entire film. Between the two 1942, when he resigned to accept a make this trip will leave Toronto via drummers is Juergen Schroeder -Jahn, position with the RCA Victor Co. Ltd. Air Canada Flight 650 at 8:45 a.m. WGT producer of the documentary in Montreal. and will be able to play golf, swim, which is scheduled for West German Seabrook was in charge of a sun, fish or shop in the Bahamas by TV screens this fall. shortwave installation at Sackville, N.B. which transmitted programs to Canadian troops overseas. set sales rise in Eleven years ago, he returned to Color Canada Vancouver, as sales engineer manager NEARLY 600,000 COLOR SETS will sent a 4.5 per cent saturation of the RCA Victor. for have been sold in Canada by 1970, total number of households now using member of the CAB Quarter A predicts the Electronic Industries one or more black-and -white television Century Club, Seabrook was also a Association, noting that the number sets, or a total of 4,850,000 TV homes. the of Engineers. member of Institute of color sets in operation as of Janu- Of these, Ontario leads with 42.7 He leaves his wife, Patricia, a ary 1, '68 totalled 220,000. per cent, followed by Quebec with Roberta, and his mother, daughter, The EIAC says according to an 22.9 per cent, with sales in B.C. Mrs. Lillian Seabrook and one sister, unofficial estimate some 150,000 estimated at 10.2 per cent,Alberta 9.1 , Whittier, Mrs. Muriel Linehan, both of color TV sets will be sold this year, Manitoba 5.8, Saskatchewan 4.2, Nova Calif. and possibly another 200,000 in 1969, Scotia 2.3, N.B. and P.E.I. combined bringing the total number of sets in for 1.9 per cent, and Newfoundland BUY operation to 570,000 by 1970. with 0.9 per cent of the total color The 220,000 sets now in use repre- sets sold in Canada. Group One Atlantic RADIO PEOPLE (continued from page 10)

A COMPARISON OF POPULATION station manager of CBLÌ Toronto, the in '62. He was elected a director, with IN NOVA SCOTIA SHOWS. flagship station of the CBC-TV added responsibility for network network, and created the concept of sales, in 1964. HALIFAX & COUNTY 32 "the network station with the local Hind -Smith became affiliated with GROUP ONE ATLANTIC 49% look" in managing the new program- the Power Corporation of Canada Ltd., ming, sales and promotion approach. in 1966, as a consultant in connection EIGHT STATIONS ONE ORDER His efforts and initiative caught with their application to launch a the eyes of officials of the newly - domestic communications satellite CALL organized private network, CTV, and (CANSAT) and the new national tele- Hind -Smith was named the first vision network (NTV). GROUP ONE RADIO LIMITED national program director in 1961, He joined Foster Advertising Ltd. becoming vice-president, programming, in June 1967.

24 The Canadian Broadcaster Educational Television

Provinces proceed while Parliament procrastinates

A DRAFT BILL ON ETV, to be pre- reception. In the U.S., TV set manu- branch of the Department of Education sented to the Commons Committee on facturers are now required to equip in 1966 "to develop, produce and Broadcasting before it is introduced all sets so they can pick up both broadcast television programs to in the House, will not only represent frequencies, but, similar legislation schools throughout ne province," but a departure from the usual course of is still under discussion here. actual production and telecasts began proceedings, but, will launch dis- Program content and control have in 1965. cussions that could delay introduction built up divergent opinions. Since It had hoped to have its own 31 - of educational television in Canada education is the responsibility of station network under way by last until some time in 1969. each individual province, the federal fall. Regional co-ordinators have been A political football for almost a government plan for the proposed established, five teams of two men year now, educational television will Crown agency would concern it only each with specially equipped utili- be thrown to the committee for a with the set up and operation of zation vans visit schools for demon- series of hearings, beginning early transmission facilities. The rest would stration purposes, and program this month, which the chairman, be up to each province. planning and production is in high Robert Stanbury (Lib. MP: York-Scar- Stanbury, however, is vociferously gear,with extensive use of videotape. borough) predicted would last at least opposed to direct provincial control Alberta is another instance of six weeks. of ETV. He has said he prefers giving province -wide interest In ETV, keyed Various witnesses will be heard, program control of educational tele- to a development that falls within a including representatives of provin- vision to provincial councils, repre- Pilot Projects Plan established by cial governments, the Canadian senting departments of education, the province. Most schools are Association of Broadcasters, Cana- universities, school boards and other equipped with one or more TV re- dian Teachers Federation, church and interested groups. ceivers. It also had been hoped to community groups. establish a provincial network by last of its pro- Lead-off witness will be Pierre Provinces on the move fall, like Ontario. Much Juneau, vice-chairman of the BBG, gramming is received from the CBC who will brief the MPs on the subject Many provinces are already engaged School Telecasts. of ETV generally, and deal more in extensive ETV programming and British Columbia, Manitoba and specifically with the technical production, through their own Depart- Saskatchewan all are becoming more aspects. ments of Education, making use of intensely interested, and make full The Hon. Judy LaMarsh, Secretary broadcast facilities of the CBC and use of regular CBC School Telecasts, of State, will present the draft bill, private stations. Ontario, Nova Scotia while each Department of Education in which it is proposed to establish and Alberta are well in the forefront produces programs for provincial use. a Crown Corporation to build and in this aspect. In Kamloops, B.C., a highly -developed operate ETV transmission facilities Nova Scotia, which pioneered in closed circuit ETV system, KEN across Canada. school radio broadcasting in 1928, (Kamloops Educational Network) links The draft bill came about after now leads the country in province - the high school and two elementary Miss LaMarsh had asked parliament wide ETV. Direct television lessons, schools together, with 59 outlets able to approve a $750,000 expenditure based on the school curriculum, are to receive programs over two chan- last year, for this purpose, but the offered five days a week. Nine series nels. The system is operated entirely plans were thwarted by the Opposition. of programs, in elementary science, by student technicians. The original If the committee gives its approval junior high school maths and French, system was expanded last year to of the draft bill, it will then be and senior high school physics, are include a videotape network, five formally presented to the House, but used by more than half the province's VTRs being in use, one each in the probably this will not occur until the school population. Begun in 1962, four secondary schools and one in next session. an estimated 110,000 students are the elementary school. Other school now using ETV in Nova Scotia. boards have followed suit, and B.C. is ETV on next page) Problems of program control Ontario created its own (continued Two main points of contention have been raised over the plans to intro- duce educational television in HOYLES, NIBLOCK AND ASSOCIATES Canada, one concerns channel fre- BROADCAST CONSULTING ENGINEERS AND ATTORNEYS quency and the other is content and control of programming. AMFMTV CATV ETV Since few VHF channels are still available for normal telecast use, 160 LAURIER AVE WEST, OTTAWA 4, ONT TELEPHONE 613-237-1038 the UHF band has been proposed for ROAD, VANCOUVER B educational TV. But, very few sets 3110 BOUNDARY 12, C TELEPHONE 604-437-1141 in Canada are equipped for UHF

February 8, 1968 25 (continued from previous page) increased their productive efficiency. now well -served by closed circuit ETV. "Finding the best creative people "The name Quebec ETV is administered in the and, having found them, keeping them two languages, and has made big and getting the most out of them are of the game" strides towards setting up a province- the toughest jobs facing agency wide system, the Department of management," Jerry Goodis said. Education working closely with Radio - "For one reason or another, adver- combines Canada which provides personnel and tising is getting its share of top equipment. brains. At our office we pay them TV and movie Although interested in ETV, little well because we believe that talented has been done -by the various depart- people justify a good standard of ments of education in New Brunswick living. They work better when they features and Prince Edward Island, where some don't have to worry about the rent. schools now receive the CBC School We try to give them a scope within Telecasts and some pick up the which to operate effectively. We give MAKING A BREAKTHROUGH in tele- programs from Nova Scotia. them tangible rewards and we reward vision programming, The Name of the Newfoundland is still without them in other ways, too. Game has been announced by the educational television, although the "Creative people yearn for love NBC Television Network (U.S.), as a department of education has expressed and approval. A good creative director project "combining major elements of interest in its development. has to make them feel loved even motion pictures with the television Many Canadian universities make when he's rejecting their work and series form." extensive use of closed circuit tele- making them have another try at it. The weekly series, to be telecast vision to aid their instructional "Good advertising is produced by in color, on the NBC-TV network in programs. One in particular, the new happy, settled creative teams, who prime time, Fridays, during the '68-'69 Scarborough College, University of have learned to work and live with season, will have three top Hollywood Toronto, "is the only college in one another. Outstanding advertising stars as continuing characters in the Canada whose design was influenced is rarely the work of one man." first continuing series of full-length by its early decision to include ETV A number of agency executives feature films produced especially for as a major feature. Its whole opera- felt that creative staff should start television. go tion is a major experiment in ETV and in that department, rather than in "More production dollars will its influence is already affecting other departments. To obtain creative into The Name of the Game than in plans elsewhere," said Earl Rosen, people from other agencies becomes any film series ever mounted for in Educational Television, Canada, too expensive. They were looking for television," said Mort Werner, vice- which treats the development and idea people in other Commonwealth president in charge of programs and state of ETV up to 1967. countries, were investigating students talent for the NBC network. "The Ontario has already presented two at Ryerson Polytechnical Institute, setting, a vast publishing empire with conflicting sides regarding control of universities and art schools. They are activities throughout the world, will production and programming in that looking for better qualified personnel lend itself uniquely to adventure province. The Ontario government, at the lower level. story -telling in the motion picture through its department of education, As the role of the creative staff style," he said. is set on having complete control of has increased, so has the remunera- The films, each 90 minutes in programming, while META, the Metro- tion. Today salaries range from $5,000 length, will also be distributed world- politan Educational Television Asso- to $20,000. Yet in spite of the higher wide as theatrical motion pictures, Werner. ciation serving greater Toronto, and pay for top people, not enough of them said The char- financed for the most part through can be found, most agencies com- three main continuing grants from the various school boards, plained. acters are Tony Franciosa, Robert seeks local autonomy in its produc- Creative staffs vary in size Stack and Gene Barry, who will carry in at least tion. The group, which has been a according to the agency, but an the stories, each starring pace -setter since its inception, is a average for medium -size agencies in eight films. Each has had consider- able motion picture exposure in lead broadly-based community organization. Toronto is about a dozen. In Montreal, a TV star Its programs are produced for viewing staffs are slightly smaller, but are roles and has been series as well as having been featured in on the two Toronto stations, CBLT and for the most part bilingual. There they various productions. CFTO, and are received in practically also do much of the translation work television The project will use the full all of the city's schools. for the creative staffs of the Toronto offices. production resources of Universal and will be under the per- In the early 1970s the idea men Studios, of Jennings Lang, at the agency will be more and more sonal supervision Universal TV. in demand. More market research senior vice-president, The Creative Director material will be available to manu- Lang said: "The Name of the Game facturers, computers will feed a breaks the last barrier separating (continued from page 15) growing amount of market data to motion pictures from television pro- account executives, and all will want grams. This project provides us with "Creative people must be adept to make use of this information to every opportunity to use our vast at doing a variety of things in the sell products to the increasing roster of contract stars and players, idea field. It is not enough for a TV population. The advertising profes- producers, directors and writers, many producer, for instance, to work only sion, some executives intimated, must of whom have been working only in in this creative field. He must also do something drastic in the next few motion pictures. be able to write copy, while copy- years to alleviate the manpower "In our operation today," he said, writers should be able to work for problem. "the only difference between a motion print media as well as the broadcast Jerry Goodis put it concisely when picture and a television program is media. The mechanics side is de- he said recently that "the success where it is shown." manding more today of the creative or failure of the advertising agency Werner added that "the creative person." lies with the creative department. development of this new venture Creative people are becoming more Management's most important job is began with the World Premiere tele- businesslike, a number of agency men to provide an organizational structure cast of Fame Is The Name of The pointed out. They can do more jobs. within which creative people can Game, Nov. 26, 1966, starring Tony It takes fewer today to develop a flourish, a structure not cramped by Franciosa, which achieved an audi- campaign than it did 15 years ago. rigid procedures. It is from the ence level high enough to rank it Instead of working alone as they used creative department that top manage- among the top 25 motion pictures ever to, they now work in teams. This has ment must come." presented on network television."

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THE NAME OF THE GAME IS...WAIT! He said he felt the CBC post was Seaton Road, Willowdale, as MC Mar- The war of nerves being waged by a public responsibility, and he had keting Communication Ltd. the Federal Government against the been in the public service all his The purpose of his new undertaking broadcasting industry, and, if it only life. He regarded it as "a challenge is to help advertisers to promote their knew it, the whole structure of and an opportunity." own promotions. Canadian business, is dragging on Aware of the stories that this man with endless snarling and bickering had been brought in to "clean up" in the House of Commons, between the Corporation from the inside, I members of parliament who know very asked him if this was an assignment little about the business and others on which to spend a year or two, who know nothing about it at all. using his great administrative capa-

However, in all honesty, I have to bilities to answer the Secretary of admit that the end comes closer, if State's charges of "rotten (CBC) only because every twenty-four hours management" and then push on to we draw a day nearer to Armageddon. that "more comfortable appointment". George Davidson smiled. "I was engaged for seven years," he said and then added, "subject to good behavior." Dryly he mentioned a cartoon which had appeared in The Ottawa Journal a few days earlier, caricaturing him as a charwoman, complete with bucket and mop.

I tried once again to pry open a corner of his (then) hermetically- Alex Stewart sealed mind, but Dr. George just grinned, when I asked him why such Advertisers depend on agencies the a long time had elapsed between to create consumer demand, he says. rumor and the announcement. Public relations departments concen- had He told me frankly that others trate on the company image, which But when been approached before him. means they communicate the charac- his offer came, he wanted to consider teristics of the company, its corporate Dr. George Davidson it under the new and at that point citizenship, and its products to the I to unknown conditions. "so waited trade and the public at large. At least one hurdle has been see what the new basis would be," programs appear cleared in the appointment to the he said. Merchandising and a variety of presidency of the Canadian Broad- "Now the new legislation has from all directions casting Corporation of Dr. George been accepted in principle, and the sources. it, one gap seems to Davidson, who took over his new select committee has studied it clause As Alex sees assignment at the beginning of the be left, and this is a need he has by clause, and if I had any strong Communication month. views about provisions in the (Broad- designed his Marketing The need of course-Marketing I made an appointment and called casting) Bill affecting the relationship to fill. on the then secretary of the Treasury between the regulatory body and the Communications. Board January 23. In a second, This, he says, is an era where the split Corporation, I would have had second has had to rely on himself I formed two fast impressions. First, thoughts," he said. advertiser he is essentially a human being, so to generate the essential enthusiasm 'The fact that I have the basic I his own employees and sales much so that tacitly dubbed him knowledge about what the legislation among representatives, and this enthusiasm "Genial George". Second, with proposes and have accepted the the most important component of admittedly no background in broad- appointment in that knowledge must is casting or any other medium of success. indicate that I consider this to be a -the -desk, Alex lists his main communications communications except over workable arrangement," he tactfully he had no intention of expressing avenues as; conventions(national and suggested. promotions and opinions, until he had found a chance Picard, simul- international); sales How about Laurent presentations (internal and trade); to form valid ones. taneously appointed CBC's vice- exhibitions and industrial shows; live He said his connection with president? How George Davidson will presentation programs; musical scores. broadcasting had been confined to cope with the reorganization of the matters, and MC Ltd. offers companies "major financial and budgetary Corporation which he is said to be comprehensive professional assist- that he was entirely without the about to undertake? Only Davidson ance' for these enthusiasm builders operating knowledge he would have and Picard know. The name of the in everything from hotel accommoda- expected to find, had he been engag- game is...WAIT. ing someone for the job he had just tions, to talent, to displays, to art accepted. and printing, to cost documentation, Fifty-nine years of age next April to billing. 18, the CBC president-elect told me "Enthusiasm is the most important he had given up the prospect of a product at MC," Alex said, and it "more comfortable appointment", and ALEX STEWART, erstwhile vice- seemed to me he has taken a good he had not given it up lightly. "I was president and general manager of dose of his own medicine. looking for a job with less pressure," Stovin-Byles Television Ltd., has And, while we're still on the he said, "and this was not at the broken out in a new place, having subject of communicating, buzz me if CBC." hung out his own shingle at 210 North you hear anything.

28 The Canadian Broadcaster CLASSIFIED ADVERTISING

IF YOU HAVE IMAGINATION WANTED and energy, can type well, and have broadcasting experience, Top mature experienced news WANTED we'd like to hear from you. man for West Coast station. Radio/TV station in one of Usual benefits. Starting WE NEED A GOOD Ontario's finest, medium-sized cities needs a Promotion Man- salary $8,000 year. ON-AIR NEW`.;MAN FOR ager, male or female. Box 133 A WELL PAID SLOT. Interview in Toronto. The Canadian Broadcaster WE'D LIKE TO HEAR Write in confidence to: 17 Queen St. E., #128 HIS TAPE AND SEE Box 138 Toronto 1, Ontario The Canadian Broadcaster HIS RESUME. 17 Queen St. E., Suite 128 Toronto 1, Ont. Experienced Jock and Music Director Box 132 From the States, looking for a IMMEDIATE OPENING rock or middle-of-the-road station. The Canadian Brcadcaster TV ANNOUNCER Have had some production ex- 17 Queen St. E., 128 Suite perience. Hold a 3rd class ticket. Box 134 Toronto 1, Ont. Must have TV or radio expe- The Canadian Broadcaster rience. Medium market, East- 17 Queen St. E., Suite 128 ern Ontario. Dependable job Toronto 1, Ont. for dependable man. ANNOUNCER OPPORTUNITY Send complete résumé to: Well established Southwestern Ontario station requires an Box 137 experienced, versatile announcer with interest and background The Canadian Broadcaster in news and/or sports. Good starting salary, regular increases, Suite 128, 17 Queen St. E. many employee benefits. Send résumé and audition to: Toronto 1, Ontario Box 131 The Canadian Broadcaster 17 Queen St. E., Suite 128 20 years in Radio & TV The man you want could be me Toronto 1, Ontario.

Producing live shows I excelI Our employees know o.` this ad. Specialize in dealing with personnel. Commercial announcing hard or PRODUCTION ANNOUNCERS soft sell NEWS AND

Both I do extremely well. Are you ready for a major Western market? Mature, and sound it? in Bilingualism is an asset with me Resourceful - willing to give the effort that pays off polished Creative in radio or tv. work? Adult station in a booming market is building a winning team. A versatile man is hard to find Can you make it? Looking for one? Send a tape and background information to: Keep me in mind. Box 135 P.S. Stations with turnovers The Canadian Broadcaster please ignore ad. 17 Queen St. E., Suite 128 Toronto 1, Ont. Box 130 The Canadian Broadcaster 17 Queen St. E., Suite 128 AVAILABLE Toronto 1, Ont. 21 year old graduate of "Career Academy" school of famous broad- Wisconsin. Know all phases of radio: Interpretive ELLIOTT RESEARCH CORPORATION casters, Milwaukee, Announcing, Classical Pronunciation, Editing, News Writing. Also LIMITED was program director for own group while attending. ADVERTISING AUDITS Will work anywhere in Ontario. Any salary to begin. Have good Press and Broadcast personality. Love music. Single. Richard Levy 840 PAPI AVE NUI IORONIO McLean Ave. 3?80 UIRNAOIN SI. MONTBIAL Arnpri or, Ontario Phone: 623-2305

February 8. 1968 29 even if totally eliminated, would not AMA Debate effectively reduce the cost of living since the results of such expenditures RADIO FACTS (continued from page 9) are basically a subsidy to the com- exploits human misery. No inaccurate munications industry or an 'input' to as of June 1967, price claims, false or misleading the GNP, not an 'output'." testimonials, no disparaging claims Bull said in July 1967 the Toronto unless otherwise noted which unfairly represent competitive Chapter, AMA, made what may have products, no distortion through incom- turned out to be the first submission to the Hon. John Turner, then Regis- plete professional or scientific Working Radios in Canada. The submis- order claims, no unsupported guarantees, trar General of Canada (all types) - no advertising which could result in sion was short (16 pages), but 16,669,487 moral damage to children, or which attempted to bring out certain impor- imitates deliberately other advertisers tant elements which should be Percentage of households or which is 'bait -advertising'." considered before government action with one or more Radios car Radios) 96.6% He said in addition to all this, was increased in the areas of mar- (excluding ... keting control. the ICA and AMA have their own Percentage of Radio codes. "While there are many critics Puritan ethic households equipped to maintain that advertising who would is all but shattered receive FM broadcasts . .. 35.5% and other marketing practices are not in the best interests of the economy, Bull said: "We are rapidly moving Percentage of Radio that they lead to monopolistic prac- through the last third of the 20th households with two or tices and that they are not effective century and the Puritan ethic is all more Radios (excluding in improving the standard of living but totally shattered." He quoted from car Radios) 55.8% Bob executive vice-president, American society, I have Oliver, of our North Percentage of Radio yet to read a book or well -prepared CAAB: "Because advertising is a vehicle that often portrays this households with one or scientific article proving any such more battery -operated Ra- accusations." changing scene, many elements in dios (excluding car Radios). 50.8% He said independent academic the community tend to be upset by the vehicle itself," and any one studies supported the contrary, and "if of Radios (all in was to blame for Percentage mentioned The Economics of Adver- segment society types) capable of opera- tising, prepared by the Economics the change in moral values, it is hard ting out -of -home and Advisory Group of the Advertising to pin this at the feet of the marketing without dependence on Association, London, England; Adver- or advertising man." plug-in power 63.0% tising: The Case for Competition, by Bull acknowledged that "it is not Dr. Jules Backman, a study supported possible to defend every tactic, every Average number of Radios by the AMA in the U.S., and Economic company, or every marketing man's (all types) per Radio Implications of Advertising, by Prof. action in the realm of social respon- household 3.4 O.J. Firestone, University of Ottawa, sibility. There are unethical adver- Percentage of car house- which was requested by the ICA. tisers," he said, "unethical market- ers, packaging which is barely within holds with one or more "Taking North America and Brit- car Radios 75.4% ain," he said, "these studies would the letter of the law, and media who from economic appear to prove the basic proposition suffer avarice and Percentage of single -car that advertising, sales promotion, and thus accept too much advertising households with Radio - selling costs (the bulk of marketing relative to editorial or program equipped vehicles 71.7% as opposed to physical distribution content. Such products, media, adver- costs) represent less than 2 per cent tising agencies, and marketing people Percentage of multi -car of the Gross National Product, and do not survive long term, nor do they households with one or economically prosper through such more Radio -equipped ve- activities. hicles 90.7% BEST RADIO BUY "Good advertising cannot keep a Percentage of cars (regis- poor product and -commer- IN NOVA SCOTIA alive, over tered March, 1967) that cialism on television stations will are Radio -equipped 63.0% LARGE POPULATION ultimately affect that station's ratings 49.0% of Nova Scotia. and thereby limit its advertising Increase in Radio's 1967 LARGE RETAIL SALES revenue through the relentless work- net national revenue over 40.7% of Nova Scotia. ings of economic value." 1961 64.2% He summed up: "If then, marketing LARGE FOOD SALES in 1967 is a force for evil, it must be proven Increase Radio's 38 2% of Nova Scotia. net local revenue over in general that marketing practices 1961 78.9% 8 STATIONS -ONE ORDER (a) change public attitudes towards currently acceptable codes of moral Increase in Radio's 1967 conduct, (b) adversely affect prices, net national/local reve- GO 4At/antíc employment and economic progress. nue over 1961 72.5% GROUP ONE RADIO LIMITED Neither contention is borne out by Toronto Montreal the facts available." Increase in all -media 9230919 9328357 Bull added: "To those who cannot (Radio, television, news- papers, magazines, peri- Winnipeg Vancouver understand or accept this argument, odicals, outdoor, cata- 9421892 682-6391 I suggest to you, they would have us logues and direct mail) return to the 19th century." 1967 net revenue over 1961 49.2%

N. J. PAPPAS AND ASSOCIATES Number of commercial AM BROADCAST CONSULTING ENGINEERS Radio stations as of May, 1967 284 STATION BUILDING DESIGN AND SUPERVISION NOISE CONTROL POWER DISTRIBUTION ACOUSTICS, SYSTEMS DESIGN ETV SYSTEMS RESEARCH Number of commercial FM D.O.T. AND B.B.G. SUBMISSIONS Radio stations as of May, 1967 70 5253 DECARIE BLVD. MONTREAL 29 QUE. 514-488-958 CABLE: PAPPACO Source: Radio Sales Bureau

30 The Canadian Broadcaster Telecommunications ,,,nd this message subject to the terms depéche a expedier on back aux conditions énoncées au verso NOVEMBER 23RD, 1967. BERNARD WISE CCA ELECTRONICS N.J. TRANSMITTER NOW ON AIR STOP CONGRATULATIONS ON A FIRST STOP QUALITY CLASS DESIGN SUPERB STOP STABILITY EXCEPTIONAL TRANSMITTER STOP CONSIDER THIS THE FINEST NOW OPERATING IN CANADA BILL JONES PRESIDENT, RADIO CHOO,

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