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Hearts, flowers, cupids and everything but the kitchen sink decorated over 2,000 Valentines sent to CKLC Kingstordeejay Bob McCord in his Valentine's Day contest. The biggest, most original, hippest and most affectionate cardiwere awarded prizes following an all-night judging session in which McCord got entangled in a greeting more tharfifty feet long.

NOW IN OUR TWENTY-THIRD YEAR OF SERVICE TO THE INDUSTRY AND ITS SPONSORS

Volume 23, No. 6

TORONTO

March 19, 1964

What! No corporate image? 10

Agency Billings

MacLaren's in top group for all North AmericaONE WHOLLY CANADIAN AGENCY,MacLaren Advertising Company Ltd,appeared in the list of 41 U. S. andCanadian -based advertising agencies

RANK AGENCY 1963 1962

(Billings in millions)

with domestic billings of over $25, 1 MacLaren Advertising $33.0 $33.8000,000 for 1963, published February 2 Cockfield, Brown & Co. 24.5 25.124, by Advertising Age, in its 20th 3 James Lovick Ltd. 19.0 19.4annual billings issue. 4 McKim Advertising 17.9 17.6

Starting with the J. WalterThompson Co, with estimated do-mestic billings of $311,800,000 ($457,500,000 including international busi-ness) the MacLaren Ad v ertisingorganization stood 33rd in the list

56789

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Foster AdvertisingVickers & BensonF. H. Hayhurst Co.Ronalds-Reynolds & Co.McConnell, Eastman & Co.Stanfield, Johnson & Hill

17.117.013.411.910.98.4

14.417.012.111.810.89.1

with total billings of $33,000,000.Sixty-one agencies fell in the

$10,000,000 to $25,000,000 group,with the Canadian company, CockfieldBrown & Co. Ltd., in 41st place forall agencies with estimated billingsof $24.5 million.

Top ten agencies in Canada, ex-cluding U. S. -based agencies suchas J. W alter Thompson at $11,600,000 and Young & Rubicam at $10,521,000 are listed by Advertising Agein the accompanying table.

616 U. S. and Canadian -baseda genc i e s are represented in thisissue of Advertising Age and thetotal billings figure is $6 billion.(The generally accepted total forCanada is $600 million).

vittiontimagglogivisogw,msgow.mints,,,mmes.,,A00....WatOMtnitW,MtINF,:iMOVV.OititaHWWW7i*NORWW

CANADIAN BROADCASTER, meeting -place for the

industry and its sponsors since 1942, having installed

its own type -setting equipment and production facili-

ties is now in a position to undertake preparation and

production of a limited amount of printed promotion

for members of the industry interested in its use

A Canadian Broadcaster Advertisement

The 41 biggest agencies, eachwith $25 million or more, placed atotal of $4.1 billion in 1962.

Last year, the same publica-tion's report covered a then recordtotal of 533 agencies with combinedbillings of $5.5 billion.

In 19621. the 40 agencies in the$25,000,000 -and -up group accountedfor$3.8 billion in that year's billings.

Total of the top 10 1963 billings,according to Advertising Age's esti-mates, were: U. S. (Domestic only)$1,315.4 millions - Canada $173.1millions.

(NOTE: We are indebted to Ad-vertising Age for their kind permissionto publish this information from theircopyrighted 20th annual billingsissue of February 24.)

BBG delaysregulation decisionstill April hearings

THERE HAS BEEN no announcementfrom the Board of Broadcast Govern-ors, following their hearings in Otta-wa last week, and it is unlikely therewill be any permanent pronouncementregarding the commercials. restrictionor Canadian talent summertime regu-lation until after the April hearings.

The most probable outcome onthese two points will be:

(1) There will be no reductionin the number of TV commercials, atleast until the April hearings. In themeantime the Board will have dis-cussions on the question with theCAB, the advertisers and anyone elseinterested in approaching them. InApril, the Board will probably im-pose a new limit, though perhaps notas drastic as the proposed twelveper hour.

(2) Regarding the relaxation ofthe Canadian content requirementduring the summer, the Board willmake its position known. officially inthe next week or two. What seemsaltogether likely is that it will renewits provisional summer relaxation(from 55 to 45 per cent) still on atemporary basis. At the April meet-ing the question will again come be-fore the Board, who will consider in-corporating this "relaxation" into theregulations on a permanent basis. Itis known that the Board is anxious tolet stations know where they standas soon as possible, which is thereason why it will probably make anearly announcement that the provi-sional 45 per cent concession willbe repeated this year.

BOOKSBy MailBook Dept.

Canadian Broadcaster219 Bay St., Toronto

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2Canadian Broadcaster

SIGHT & SOUND I

A CANADIAN COMMERCIAL tooktop honors in the open category forradio .commercials in the fourth an-nual International Broadcasting A-wards competition sponsored by theHollywood Advertising Club. TheAnnie award went to Maxwell HouseCoffee's 'Fresh Ground Aroma"radio commercial, produced by Mc-Kim Advertising Ltd. for General,Foods Ltd. J. C. Britton, Canadianconsul general in Los Angeles, ac-cepted the award on behalf of McKim,presented by Lorne Green.

There were 56 Canadian entriesamong the 1,653 commercials sub-mitted from 18 countries. Ten Cana-dian commercials were chosen asfinalists in the 22 categories andwere given certificate awards.

Radio finalists were: "Wheelsof Brass' produced for VolkswagenCanada Ltd; by Ronalds-Reynolds &Co.; 'Sound of Tragedy', a publicservice safety message .produced byCKEY Toronto; 'Folk Singer" pro-duced by CHUM Toronto for Ed CroweTire Sales; and 'Harry Rosen'sFriends" produced for Harry Rosenfuel oil dealer, by CKLC Kingston.

TV finalists were: "Open -Close" for the Kodak Instamatic 100camera, produced by the Baker Ad-vertising Agency Ltd. at Williams,Drege & Hill Ltd.; "Esso Faces"for Imperial Oil Ltd., produced byMacLaren Advertising Co. Ltd. atElektra, New York; "Man's BestFriend" for Union Gas Co. of CanadaLtd., produced by McKim AdvertisingLtd. at Paul Kim & Lew Gifford, NewYork; "Out of Gas" for British Ameri-can Oil Co., produced by JamesLovick Ltd. at Robert LawrenceProductions; and 'Home Service # 1"for Home Oil Co. produced byCockfield, Brown & Co., Vancouver,at Playhouse Pictures, Hollywood.

ON APRIL 4 FROM 10 TO 11 pmEST the CTV network will carry whatBatten, Barton, Durstine & OsbornInc. believe is a 'first" in Canada -an hour-long TV special indepen-dently produced and packaged by theagency for network telecast.

It's A Night on the Town forChrysler Corporation of Canada Ltd.,starring Shirley Harmer and AlanBlye, impressionist Rich Little, theOscar Peterson Trio and singersJackie Cain and Roy Kral. BobFleck, TV Director at BBDO, is pro-ducing the show, with Stan Harrisdirecting and musical supervision byChuck Goldstein Productions. Theshow was video-taped by RobertLawrence Productions on locationin Toronto night spots and at theRLP studios.

NESTLE ;CANADA) LTD. moves itsNescafe Instant Coffee, Nestea In-stant Tea and Nestle's Ready -to -Serve Rice Pudding advertising toSpitzer, Mills & Bates Ltd. from F.

H. Hayhurst Ltd., effective June 1.Changes in the company's marketingphilosophy brought about the switch..

Other Nestle agencies, Ronalds-Reynolds & Co. and Kenyon & Eck-hardt Ltd., are not affected by thechange.

NEW FACES AT FOSTER ADVER-TISING Ltd. are those of Keith Irwinand John Miller. Irwin, now an ac-count executive on the Colgate-Pal-molive Ltd. account, was formerlymedia supervisor at McKim Adver-tising Ltd., where he had been ,forseven years. Miller, media planneron the General Motors account, movedover from nearly a year as mediasupervisor at Young & Rubicam Ltd.and prior to that was media managerof BBDO's Montreal office.

NEW PRESIDENT OF NEEDHAM,Louis and Brorby of Canada Ltd. isJohn A. Willoughby, who has beenmanaging director of the Canadiancompany since its formation in 1951.He has also been elected to theboard of directors of the parent com-pany in Chicago, which he joined in1945.

E. W. S. 'Ed' Reed, vice-presi-dent and acc ount supervisor has beenelected a director, of the Canadiancompany, which he joined in '51.

APPOINTMENTS AT MacLARENADVERTISING Co. Ltd. see F. HughHorler appointed vice-president,operations, and assistant generalmanager, to be responsible for allToronto office departments exceptaccounting. Horler joined MacLarenwith its amalgamation with the NorrisPatterson agency in 1942 and movedfrom Winnipeg to Toronto in 1944.Most recently he has been a vice-president and director of radio andTV.

H. E. 'Ted' Hough has beennamed director of broadcast services.He has been with the agency since1953, most recently as manager ofthe radio -TV department.

MacLaren recently opened abranch office in Calgary under man-ager Thomas A. Steele, formerlypublic relations manager of Hudson'sBay Oil and Gas Co. Ltd.

RECENT ARRIVALS AT Vickers &Benson Ltd. are Terrence O'Malley,Jack Bush, and David Bruce -Thomas.

O'Malley is creative grouphead,responsible for all accounts exceptFord. He was fortherly with FosterAdvertising Ltd. as a senior copy-writer. Bush, also from Foster, isa senior copywriter. Bruce -Thomasis an account executive in the in-dustrial group, formerly three yearswith Thornton. Purkis Ltd.

News from Advertising Avenue

About Radio and Television . . .

Accounts, Stations and People

FORMER VICE-PRESIDENT andassociate creative director at JamesLovick Ltd., Ralph Freeman, hasjoined Ted Bates & Co., New YorkCity.

THE MULTI-LINGUAL CFMB Mont-real is now represented by LorriePotts & Co. It was formerly reppedby Stovin-Byles Ltd.

EXECUTIVE PRODUCER for theCTV Television Network for the pastyear and a half, Peter MacFarlanehas moved to CFTO-TV Toronto inthe same .capacity . After a back-ground in radio, MacFarlane has beeninvolved in Canadian TV since itsbeginning, first as a TV producer-directot with MacLaren AdvertisingCo. Ltd., then with CBC as a pro-ducer and director for five years. Hehas worked for Granada Television inLondon and for MCA's Revue in Aus-tralia producing and directing topvariety shows.

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SALES PROMOTION, MARKETINGand research in the radio division ofAll -Canada Radio & Television Ltd.is now being handled by Norton R.Party, who has moved over fromeleven years with the CBC. Parrystarted with CBC on the enginberingside, moved to radio sales, and forthe past five years has handled radiosales promotion. He replaces EvanMorton.

THE APPOINTMENT OF William H.Neville as news manager for Canadaof United Press International hasbeen announced by Frank Eyrl, man-aging director of United Press Inter-national of Canada, Ltd.

Neville, UPI's Ottawa bureaumanager for the past 18 months, suc-ceeds Leon R. Burnett, who is re-turning to an editorial position in theservice's Washington bureau.

Neville is a journalism graduateof Carleton University, where he wonthe Kenneth R. Wilson Memorial A-ward for the graduate showing 'ex-ceptional promise as a future report-er and interpreter of Canadian af-fairs.'

A 29 -year -old native of Montreal,Neville joined the then British UnitedPress in 1956 and since then hasserved in the wire service's Torontoand Ottawa bureaus. In his capacityas Ottawa bureau manager, he hand-led four general elections, accom-panies Canadian political leaders onnumerous trips abroad, and was re-sponsible for day to day coverage ofParliament Hill.

As news manager for Canada,Neville will be in overall charge ofUnited Press International's newsoperations in Canada, including boththe news services furnished to Cana-dian subscribers and UPI coverageof Canadian affairs for the rest ofthe world.

Neville is married to the formerMarilyn Biggs of Ottawa and is thefather of two boys.

MacLAREN ADVERTISING APPOINTMENTS

F. H. Horler H. E. Hough

E. V. Rechnitzer, president of MacLaren Advertising Co. Limitedannounces the appointment of F. H. Horler as Vice -President Opera-tions, and Assistant General Manager. Mr. Horler will have responsi-bility for all Toronto office internal departments other than accounting.The appointment of H. E. Hough as Director of Broadcast Servicesis also announced.

March 19, 19643

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OBITUARIES

Lloyd E. Moffat

LLOYD E. MOFFAT, a pioneerbroadcaster who built his first radiostation when he was 22, died lastweek of a heart attack while onvacation in Hawaii.

Mr. Moffat, 55, was president ofMoffat Broadcasting Limited, whichowns and operates radio stationsCKY Winnipeg and CKLG Vancouver.

He was also president of radiostation CHED Edmonton; vice-presi-dent and treasurer of CJAY-TV Win-nipeg and a director of the CanadianTelevision Network (CTV).

Born in Regina, he spent hisearly year in Prince Albert where hebuilt radio station 10 -BI with moneysaved from his earnings as a theatreprojectionist and stage electrician.It began broadcasting in 1951 with apower of 25 watts and later becameradio station CKBI.

He later disposed of his PrinceAlbert interests and in 1950 he start-ed CKY in Winnipeg, using the callletters of a station formerly operatedby the Manitoba Government Tele-phone System. His company subse-quently took over CKLG Vancouver.

A brother, Jack, is president ofCHAB and CHAB-TV Moose Jaw.Mr. M offat's daughter, Mrs. JamesPryor of Winnipeg, now has an appli-cation before the Board of BroadcastGovernors to approve purchase ofCKXL Calgary.

Mr. Moffat was a director of theCanadian Association of Broadcast-ers; he served on the National WarFinance Committee for Saskatchewa;from 1941 to 1945; was a patron ofthe Boy Scouts Association of Mani-toba and a director of the WinnipegUrban Council of the Canadian Can-cer Society.

Other survivors are his wife,Clara, and son, Randall, of Winnipeg;his father, J. L. Moffat of Regina;two other brothers, Russell of PrinceAlbert and Harvey _of Winnipeg; anda sister, Mrs. Myrtle Jones of MooseJaw.

John AdaskinA PROMINENT FIGURE in Canadianbroadcasting, John Adaskin, died ofa heart attack at his home in TorontoMarch 4. He was one of the firstradio producers in the country, join-ing the Canadian Radio Broadcast-ing Commission in 1934, and he pro-duced or directed more than 5,000programs for the CBC. He left thecorporation in 1943 to direct his ownradio productions, the best known ofwhich were Opportunity Knocks,Singing Stars of Tomorrow, and TheVoice of Victor.

Mr. Adaskin had been a cellistsince he was 16, and was a memberof the Toronto Symphony Orchestrafor eleven years. He was a graduateof the Toronto and Hambourg Conser-vatories of Music.

For the past three years Mr.Adaskin had been executive secre-tary of the Canadian Music Centre.He was elected a Fellow of theRoyal Society of Arts in England in1961 and the same year was madesecretary of the International Associ-ation of Music Information Centres.

Mr. Adaskin, who was 55, issurvived by his wife, two daughters,and four brothers.

Robert McStay"VARIETY" correspondent for thepast thirty years, Robert Angus Mc -Stay, died suddenly of a heart attackat his home in Toronto on February15.

Born in Scotland, Bob McStaylived in Toronto most of his life andjoined the TorontoStar as a reporterafter attending Queen's Universityand New York University. He laterbecame literary critic of The Globeand Mail.

Mr. McStay, at one time pressagent for Massey Hall and the RoyalAlexandra Theatre, is survived byhis wife, Pat.

Earl Clark CameronTHE SYMPATHY OF THE broadcast-ing industry goes to CBC newscasterEarl Cameron and Mrs. Cameron onthe death of their 20 -year old son,Earl Clark Cameron, who died inhospital in Toronto March 8 of in-juries received in an automobile acci-dent.

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LA VOIX DU CANADA FRANCAIS A MONTREAL*

THE VOICE OF FREMCH CANADA IN GREATER MONTREAL

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Canadian Broadcaster

Editorial

BROADCASTERAuthorized as second class mail by the

Post Office Department, Ottawa, andfor payment of postage in cash.

Published twice a month byR.G. LEWIS & COMPANY , LTD.,

Room 205, 217 Boy St. - Toronto 1

EMpire 3.5075

2.5f a copy(Directory Issues, 51.00)

$5.00 a Year$10.00 for Three Years

March 19, 1964 Vol: 23, No. 6

Editor and Publisher

Assistant Editor

Art Editor

Production Dept.

Advertising Dept.

RICHARD G. LEWIS

KIT MORGAN

GREY HARKLEY

BRIAN McDOUGALL

HUGH B. FIDDAMAN

Secretary -Treasurerand Circulation Manager

T. G. BALLANTYNE

Correspondents

SAM G. ROSS

DORWIN BAIRD -

LAURETTE KITCHEN

WALTER R. WATKINS

..CAB (

Ottawa

Vancouver

New York

- London

Typography and Make-up byCanadian Broadcaster

Lithographed byBickerton Litho

Advertising has to be sold to the people

The main strength behind broadcasting isadvertising, and the same thing can be saidabout newspapers, magazines and the rest.

Even the CBC needs advertising to financeits sonnets and sonatas.

Advertising depends on public ac-ceptance, not just numbers.

For advertising tobe worth its salt, it hasto be directed to people who understand itsvalue to themselves. It has to be aimed atpeople who believe in it.

People must be made to believe in truthswhich are well-known to people in the business.

Advertising steps up production to thepoint where goods can be sold to more peoplefor less.

Advertising raises the standard of livingby introducing new and improved products.

Advertising keeps industry active withmore people gainfully employed.

Advertising keeps consumption in pacewith the production we must have to keep thecountry financially solvent.

Advertising, allied closely with the princi-ple of branded goods, is a hallmark of qualityand reliability, representing as it does, by theuse of the brand name, the manufacturer'swarranty.

Not long ago, a survey conducted in theUnited States, disclosed the remarkable factthat only twenty per cent of Americans had anopinion about advertising, either a good o-pinion or a bad one.

The remaining eighty per cent had no o-pinion at all, taking it for granted, like theweather or the eight o'clock news.

Advertising - not only broadcast adver-tising but all advertising - has done an ex-tremely poor job of promoting its own product,not just with buyers of advertising, but withbuyers of the goods and commodities these ad-vertisers sell.

This works to the very great detriment ofthe media and the advertising agencies for whomadvertising is a stock -in -trade, and also theadvertisers, who rely on advertising to selltheir goods. But of perhaps greatest im-

portance, it militates against the public, who -if someone would only tell them - need to beeducated and informed, by advertising people,of the greater advantages they - the public -could derive, if only they had a better under-standing of the aims and ideals of advertising.

More people spend more time with theirradios and television sets than with any othermedium, so why are not broadcasting channelsthe logical means for spreading the word?

Broadcasters generously donate their timeand talents for every conceivable charity and"cause". This is a "cause" too, the "cause"of business, of which broadcasters are a vi-tally important part.

Once it was organized in a practical way,there would be small difficulty in persuadingsome of the moguls of advertising -knowledge-able and articulate ones thatis - to contributetheir ideas and ideals, and perhaps even voicethem.

IIf advertisers spent their advertising dol-

lars indirect ratio to the inevitable "numbers",broadcasting would be getting far and awaymore advertising from more types of business.

The only possible reason for this is thatadvertisers cannot have the same respect forthe broadcast medium as they have, for ex-ample, for the newspapers.

Advertising needs selling to the public,and broadcasting needs selling to the adver-tisers. So, if broadcasting could blaze a trailwith a continuing campaign promoting theideals of advertising - not just broadcasting- it would be achieving the ultimate in termsof reaching the people and selling them mer-chandise.

At the same time, it would be doing apretty smart job of showing its own value inthe eyes of advertisers and agencies, whowould automatically identify the whole projectwith the broadcasting industry.

Canadian Broadcaster, with a wee smallvoice which, however, reaches everyone whocould be concerned with the question, wouldwillingly co-operate within the limits of itsabilities and resources.

c:44,o(lo Pfi36R. DICI-ITE R SAYS IN

OVER THE DESK" WEALL USE THE SAMEAPPROACH. WHAT CANWE DO THAT'S NEW ANDDIFFERENT FOR FIZZ -0 ?

FIZZ -0 ?WELL IT'S A SOFT DRINK...CHERRY RED..,SWEET...SPARKLES LIKE CHAMPAGNE...

I V E GOT IT.SHOW SOMEONESHAKING IT UP,

PUTTING HIS THUMBOVER THE TOP/AND USING ITFOR A FIRE

EXTINGUISHER

March 19, 19645

Inside French Canada

Women's shows rate high on French TV network

TWENTY-THREE DIFFERENTPROGRAMS seen on the FrenchCBC-TV network are listed in

Nielsen's Television Index forJanuary 1964 as having anaverage of 205,000 TV homesin the Monday -through -Friday,3-4 time block (women's shows)371,000 inthe 4-5.30block and230,000 in the 11 a.m. to 1 p.m.

Saturday period follow the child-ren's show. Five other programsfor young people are telecastby a partial network in theoptional time -block of 5.30-6p.m., Monday -through -Friday,drawing an average Quebecaudience of 170,000 TV homes.

With the exception of four ofthese 23 programs, which are Frenchdubbings of U. S. and U. K. series,all of the programs are from CBC,Montreal, now the third largest pro-ducer of TV shows in the world.

PROGRAM HIGHLIGHTSA closer look at some of the

people and topics featured on thewomens' programs:

Nicole Germain is one ofFrench Canada's most versatilestars. She is a noted actress(Theatre populaire, etc.), M.C.

(Question Mark), winner of theRadiomonde trophy as best radioactress in 1946 and three timesvoted one of Canada's ten best-

"Bobino", a program for children 4-9 years of age, has been a week-day feature on the French TV Network for several seasons. Here isM.C. Guy Sanche with one of the puppets featured on the program,which also has cartoons from several countries, with commentary byM.C. Sanche.

AcrioNsuiriaNs!

CPCNRADIO/TV

CALGARY

dressed women.

Miss Germain is a regular onthree of the seven women's showsscheduled between 3-4 p.m.:Miroir d'Eves (Image of Eve) LeTemps de vivre (Time to Live)andL'Eternel feminin (The Eternal Fe-male).

In Quebec alone, viewers inmore than 208,000 homes watchMiroir d'Eves, a series dealing withthe way -of -life as it affects womenin many countries of the world.Australia, Switzerland, Denmarkand Monaco are some of the nationsthat were featured this seasonthrough filmed documentaries andinterviews with consular or otherofficials living in Montreal.

L'Eternel feminin (243,000Quebec TV homes) is aboutfashions, beauty care, health andphysical fitness. Yoga lessons andon -the -spot reports of fashionshows, such as a recent midwinterevent at Place des Arts, are amongthe highlights. Prominent FrenchNetwork announcers Henri Bergeronand Jacques Fauteux share theM.C. role with Miss Germain onL 'Et e rn e l feminin and Miroird'Eves, respectively. Le Temps devivre (190,000 Quebec TV homes)is a well -paced half-hour specializ-ing in the arts, books, theatre, etc.Regulars with Miss Germain areAnne -Marie Malavoy, who reviewshooks of particular interest to

women, and tenor Jean -Paul Jean-notte, who is heard in operaticarias and other selections favoredby French-Canadian audiences.

Germaine Gloutnez, the friend-ly lady in the kitchen on VotreCuisine, Madame (Your Kitchen,Madam) is a native of Ste-Hyacinthewho formerly taught at Quebec'sEcole des Sciences menageresdirigees in Montreal. Since 1959she has devoted her knowledge ofthe culinary art to TV work andwriting. Other TV shows on whichshe has participated include Placeaux dames (Make Room for theLadies) and "Bonjour Madame'.

She writes a regular column oncooking in La Revue Populaire.Votre Cuisine, Madame draws anaudience of up to 234,000 TVhomes, (Quebec only).

Experts abound on La Revuede la maison (Family Magazine).Monday's show, on interior deco-rating, benefits from the profession-al advice of such guests as JacquesViau, Claude Hinton and J.M.Gauvreau. Tuesday's program is ongood housekeeping. The expert isMarie -Eve Lienard, a graduate ofColumbia and a noted TV and radiowriter and actress - La PensionVelder (The Velder Boardingflome).On Thursday, Madeleine Arbourover with a program on handicrafts,the making of brie -A -brae for thehome, etc. Miss Arbour is well knownon both the English and French TVnetworks after many appearances onNursery Time, La Bate a surprise(Jack -in -the -Box) and other shows.On Friday La Revue de la maisonturns to sewing with the MontrealcouturiAre, Catherine Gauthier, incharge of proceedings. La Revue dela maison draws up to 222,000 Que-bec TV homes.

Twice a week, on Tuesday andThursday from 3:30-4 p.m., VotreEnfant, Madame (Your Child, Madam)reaches up to 230,000 TV homes inQuebec alone. The show specializesin preventive medicine, on Tuesdayand child psychology on Thursday.Interviews with leading pediatriciansand other specialists in children'sdiseases and behavior are inter-viewed by Francoise Faucher, whois also a talented stage, TV andradio actress - La Pension Velder;Rue Principale; Teletheatre).

CHILDREN'S PROGRAMSOne of the first TV shows pro-

duced in French Network studioswas Pepinot, originated in 1953 andstill going strong Saturday mornings.A puppet show watched attentivelyin more than 215,000 Quebec TVhomes,the program has actress Char-lotte Boisjoli (Telitheatre, etc.) do-ing the voice of Pepinot while other

The trend is to balanced programming

G. N. MACKENZIE LIMITED HAS SHOWSMONTREAL TORONTO

1434 St. Catherine St. W. 433 Jarvis St.WINNIPEG171 McDermott

6 Canadian Broadcaster

actors interpret Capucine and PanPan, two other favorites with French-Canadian children.

Bobino and La Boite a surpriseare also longtime mainstays ofFrench Network programming.

Bobino, a cartoon show foryoungsters 4-9 years of age, has GuySanche as M.C. Sanche started out asan announcer before turning to acting- En haut de la pente douce ArseneLupin. -Bobino cartoons are pro-duced in France, the U.S. and othercountries. La Boite b surprise is de-signed for children 6-12 years of age.Top stars from French-Canadian en-tertainment (M.C. Guy Mauffette,actors Yves Massicotte, JacquesLetoumeau., Lise LaSalle) are theregulars. Mauffette is familar toEnglish TV audiences for his role asM.C. of the French Network summercircus show Caravane, telecast byboth networks. La Bate d surprisepresents short plays written speciallyfor children and performed in thecomedia dell'arte tradition. TheQuebec audience for Bobino reachesup to 374,000 TV homes, La Bate asurprise, up to 380,000 TV homes.

On Tuesday, from 5-5:30 p.m.,the French Network presents La Viequi bat, (Presented on the EnglishNetwork as This Living World). Thisprogram on nature and wildlife is nowin its sixth season and is producedby the French Network in Montrealwith Guy Provost doing the commen-tary in French, Steve Bloomer inEnglish. The show gets a huge mailfrom every Canadian province, theNorthwest Territories, the Yukon andfrom States along the Canadian borderwhere the program may be seen. Manyof the shows' are filmed by FrenchNetwork crews in the Caribbean,Mexico, the U.S. and Canada. Niel-sen's January TV Index gives LaVie qui bat a weekly audience of344,000 TV homes in Quebec alone.

One of the older children's pro-grams is Coucou, currently drawingan average of 168,000 Quebec TVhomes. Entertainers Herve Brouss eauand Germaine Dugas play the rolesof the two main characters, Josetteand Patapou. The show also featuresa group of children, "Les Douzepetits coucous", who specialize insongs, dances and mimicry.

Les Croquignoles was first pre-sented last summer as part of theFrench Network's Caravane showsstaged under the Radio -Canada tenton tour in French Canada. During thefall -winter season, the show is tele-cast from communities in the Montrealarea. Costumes and sets are a featureof this program and, as in many otherchildren's shows, leading actorslend their talents to the stories andsketches. Les Croquignoles draws285,000 TV homes in Quebec.

Monsieur Pipo fascinates child-dren in more than 314,000 Quebechomes with its short documentarieson countries of the world, sing -songs,

ONTARIOTOBACCOLAND'S

DAILY SERVICE STATION

CFRS RADIOSIMCOE, ONTARIO

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cartoons, etc. Filmed portions of thisshow are produced by CBC, Toronto,with French Network production fromMontreal.

Two of the more popular child-ren's shows are based on Canadianhistory and legend. The two areCoeur au poing (Heart Tugs) and Ti -Jean Caribou, Jean Perrault, JacquesBrouillette and Gaetan Fraser areamong the French-Canadian actorswho play the roles of a group ofCanadian youths planning an expedi-tion to the Far North in Coeur aupoing. The series currently showsthem training and outfitting for thejourney, with all the problems thatcan crop up in such situations amonginexperienced explorers. TV homesweekly (Quebec): 396,000.

The legendary exploits ofTi -Jean Caribou are found in manybooks of French-Canadian folklore.On TV, as played by actor FrancoisTassd (L'Amour des quatre colonels,etc.) Ti -Jean Caribou is the hero ofexpeditions into the Canadian wilder-ness in the 17th century. Exteriorscenes for this show are filmed in theQuebec City area. TV homes weekly(Quebec): 445.000.

Science, and more specifically,atomic and space discoveries are thetopics on Atomes et galaxies (partialnetwork, Monday, 5:30-6 p.m.). De-signed for young people 11 to 17years of age, this show uses filmedmaterial and other visual aids to ex-plain space age developments to itsaudience. Scientists are interviewed,e.g. Dr. Hubert Reeves on a recentprogram.

Tour de terre draws an averageof 253,000 Quebec homes on Saturdaymornings. This is another educationalprogram and features TV stars JeanBesre and Lise LaSalle, who giveinformative presentations on a widevariety of subjects, e.g. "The Time',`The Hands', 'The Planets', `TheAutomobile". Films, charts and otheraids are used to illustrate, and musicby the Yvan Landry combo adds alighter touch to the show.

"Les Enquetes Jobidon' (TheVobidon Investigations) is a seriesof police adventures in and aroundQuebec City featuring Henri Norbert,Yvon Dufour and Marc Favreau as thesleuths. The program is in a lightvein with many of the investigationsinvolving humorous characters andplots.

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7

American Marketing Association

THERE IS NO MEDIA VENDETTA, but....An addresss by ED LAWLESS

TELEVISION HAS BECOME the mostimportant medium of advertising injust a few short years. In 1952, tele-vision came to Canada as an adver-tising medium. . . just 12 years ago.As a national medium of advertisingit dates back to 1958 . . . just sixyears ago.

During the period since televi-sion became a medium of commercialadvertising, it has gone from $6,300,000 in advertiser investment in itsfirst commercial year, to an estimated$100 niillion in 1963. It is, by mediaexpenditure estimates, the NumberOne National Advertising medium.

Canada today has 19,000,000people, as announced by DBS. It'sa groiiing market - growing rapidly.And just under 95 per cent of allCanadian households have televisionsets. According to the best figuresavailable, the average household hasthe television set on more than sixhours each day! This means that thedominant factor in advertising ex-posure today is television!

COMMENTS AND ATTACKS

Perhaps because it is so mucha. part of our life, so much a domi-nating communications med i u m -television has become the target formany critical comments and attacksover the years.

executive vice-president the Television Bureau of Advertising

Our job is to take a good look atall of the important media of adver-tising - as they relate to each other,and as they relate to national market-ing in 1964.

The important job is the deter-mination of the proper media mix toachieve 'a balanced program for agiven product in a given marketsituation.

This whole situation in Canadianadvertising media h a s in the pastbeen a subject of much controversy,at times bitter language. But thereis no vendetta. And there is no roomfor a vendetta in this country.

Let us look at the picture ofmeasured advertising media inCanada. The total business is in-creasing:

According to the trade magazine,Marketing, gross advertising reve-nues in Canada increased from $292million in 1952 to over $641 millionin 1962. This is substantial pro-gress.

But let us now look at the factsin terms of television itself.

Perhaps no single invention inworld history has had such a remark-able growth in such a short period oftime. Even the automobile o r theelectric light, revolutionary as they

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were, took many decades to exerttheir influence. And, I might pointout, the invention of that other greatcommunications medium, the mova-ble -type printing press, requiredmany years to establish its world-wide influence. . . and we hear Mr.Gutenberg had his critics, too.

ED LAWLESSTo repeat, television as a true

national medium is only half a dozenyears old in this country.

Let us take a look at those fewyears, in terms of national advertis-ing changes by medium.

GROWTH OF THE MEDIUMThe most obvious point, is the

rapid growth of national advertisingexpenditures on television, taking itto first position among all media -in terms of time and space costsonly.

Secondly, in terms of total re-venue of all measured media, theincrease has been substantial eachyear since 1952, when -televisionstarted as an advertising medium.With the exception of general maga-zines, all media have enjoyed sub-stantial increases. Magazines reach-ed their peak in 1960 and perhapsbecause of amalgamations, failuresor even their own private vendetta,have since then shown a modestdecline.

The third point I would like tomake is this: Since television wasso new to advertising, there was acertain reluctance, a certain unwill-

ingness if you wish, for many adver-tisers to try this new medium.

It is significant, w e believe,that those who were the first majorusers of the medium had had experi-ence with it in the United States.

Indeed, even today, the majorusers are still those who have foundout by experience, the effectivenessof this medium, here and elsewhere.

Only fifteen advertisers - markthe number - are responsible forone-third of all national televisionadvertising expenditures today. And,thirteen of these are internationalcompanies who had used TV in theStates before .we hid it in Canada.

But - and this is a big but -we have seen a very definite de-velopment of new advertisers enter-ing television, especially in the pastyear. In fact, t h o se of us in the

industry have a lot of reasons to be-lieve we are entering a new phase inthe development of television as anadvertising medium.

We have finished with PhaseOne, if you wish to call it that - thesupport of television, by a relativelysmall number of dominant advertisers-and I believe we are enteringPhase Two.

SOFT GOODS CAME FIRST

The earliest major users of TVwere t h e soft -goods packaged pro-duct companies. Along with themass -market soft goods were theautomotive products. May I suggestthat these advertisers began the useof television - and have continuedto use it - because they have foundit an effective and e c onomic almedium. They are the people mostsensitive to immediate action - andthey get it.

Now, let us come to an o t h eraspect of the TV image, as seen bysome of the critics.

Television, they say, has takenaway from the traditional media ofadvertising great sums o f moneythat - traditionally - belonged tothose media.

I don't think the serious market-ing organizations who have been themain supporters of television couldhave been influenced by only the'glamor' of the medium, as some havesaid. These people are objectivebuyers of advertising, and always

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" We do not believe that television has expanded at the expense of other media"have been. Furthermore, I do notthink that the difficulties of othermedia groups can be ascribed totelevision alone.

Many firms have not used TV atall, for their own reasons. Some ad-vertiserq have increased theirbudgets in order to use TV, with nolessening of efforts on their part inother media.

We do not believe that televisionhas expanded at the expense ofother media. We do not believe thereis a media vendetta in Canada.

In fact although television hasbecome the number one national ad-vertising medium, during its periodof development all other media havegrown with it, and in the past twelveyears according to the Marketingreport, they have increased their ad-vertising revenue by some $300million.

Over the years television hashad many critics, but we submit thatmany positive effects have been feltfrom the acceptance o f televisioninto your home and mine.

Although television cannotclaim all credit, it is obvious thatparticipation sports are booming;hockey, baseball, football, bowling,curling, track and field, golf, hunt-ing, fishing,boating, to name a few.We believe that television has help-ed to stimulate interest in these,largely outdoor, activities.

Although people are watchingmore and more television, publiclibraries report a surge in member-ship and book borrowing. More booksare being bought, more books are be-ing read.

What about the effects of tele-vision on our children?

We believe your children andmine are being ex posed daily tothings we never had a chance tolearn at their age, including scienti-fic events and world history as it ishappening. Television as an educa-tional medium has broadened t h ehorizons of our youth.

Any powerful medium o f com-munications will change habits, helpto bring about changes, and certainlyTV has shown that it can do so, asdid newspapers, magazines, radio.It just happens that television is themost recent, the newest, and, someof us think, the most powerful of allmedia yet developed.

TV EXPANDS ITS SCOPE

We suggested that television isenteringa new phase of development.Perhaps we might say that advertis-ing in Canada is entering a newphase.

In the words of a senior media

buyer of my acquaintance, "Televi-sion has done one thing above allothers. It has forced us to make ourobjectives more precise, to examineour plans more carefully than everbefore".

It has been true that televisionhas, in the past, proved itself for thepackaged products, where immediateresults are measured and studied andknown, where the consumer reacts,and his or her reaction is quicklyregistered.

Now we see the use of televi-sion for other types of advertisers...for the capital -goods manufacturers,for the primary producers who do notsell to the general public at all, butwho want to build a concept - acorporate image - who want to reachspecial publics - the investing pub-lic, the taxpayer, the supplier, thesales organizations, the governmentat all levels.

In this Phase of television, wesee the increase of all advertising. ..in the development of Canadian ad-vertisingto a new plateau, and a newlevel of per capita expenditure, inwhich all media which can stand thetest will not only survive, but growwith the economy.

EXPENDITURE LEVEL IS LOWIn spite of the budget increases

I have mentioned, let us rememberthat the advertising expenditure levelin Canada is far from what it couldand should be.

Canada is in seventh positionon the basis of media expendituresas a percentage of national income,in comparison with the othercountries of the world; seventh be-hind such countries as Australia,United States, Nor way , Portugal,Britain and Japan.

But, perhaps even more im-portant, advertising in Canada hasfailed to keep up with the growth ofthe economy as a whole.

A look at the increases in dollarexpenditures alone can be mislead-ing. The rate of growth of these ad-vertising dollars has slowed down

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in the past six years. Annual in-creases in the late forties and earlyfifties were well over ten per centeach year; in the sixties and latefifties were in the three, four andfive per cent increase bracket.

In fact the increase of 1963 over1962 wasthe second lowest percent-age in the entire period since theSecond World War!

Far more revealing is the com-parison of advertising growth withthe growth of the true measure ofthe economy, the Gross NationalProduct.

If you look at advertising reve-nues for all media, expressed as apercentage of GNP, you find that1963 was lower than any year since1955, that in the past four years, theprecentage has declined each year.

Let's look also at the figuresfor personal expenditures on goodsand services. Here again we find aslowdown of advertising in relationto the base: 1963 was the lowestpercentage for any year since 1955!

What does all this lead to?It leads me, at least, to the be-

lief that all advertising men have ajob to do. It means that all mediagroups have to spend more time sell-ing advertising...as such. The daysof the strictly competitive in -fightingare over. There is a much biggerchallenge to be met.

Each medium has its ownfunction to perform. Let me quote afew remarks made by that veteranjournalist and news man, who is alsoa broadcaster. Leslie Roberts.

"The real and central purposeof all media - press, TV and radio,when you get right down to it - is toinform.

"The value of radio in this com-plex business of communicating isimmediacy, provided immediacy isserved with responsibility... .

"The newspaper is bound by thetime-consuming functions of ma-chinery. . . but each has a definitefunction to fulfill- radio to tell youwhat happens almost while it ishappening; television to pictorializeit intelligently; the newspaper toround it all up, one might say, re-flectively."

Each has a definite function tofulfill.. .

Isn't it about time we saw thispoint clearly?

In the media mix today, it is nota matter of either - or.

Each medium has its place.They should not compete with eachother, when you get right down to it,but rather should complement eachother in the business of communicat-ing, and that's what advertising is.

NEWSMAN IS WINNING FIGHT

GODFREY HUDSON, news and pub-lic affairs director of CKEY, Torontois progressing favorably after theamputation of his right leg to arrestcancer. In another room in the Toron-to General Hospital, Mrs. Hudsonhas just given birth to their thirdson.


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March 19, 1964

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9

Fighting words

TV sells everything . . .except "Corporate Image"

TELEVISION MAY BE AT acrossroads this year. New adver-tisers are coming into the mediumon both a local and national basis,at a rate which m ust be satis-factory to many in the industry.The growth of the medium in

dollars remains at a high level.At the same time, however, thekind of advertiser new to televi-sion has many observers concern-ed about the image of the mediumitself.

In a recent issue, we gave youthe 1962 estimate of media expendi-tures of the Top 50 Advertisers inCanada, authenticated by Elliott -

by BEN HOLDSWORTH

Haynes Limited. Along with this listwas the estimate from the TelevisionBureau o f Advertising of the per-centage spent by each on TV -nationalprogram sponsorship and nationalspot usage. . . (not including pro-duction, or local media of any kind).

Among the questions which mustarise, is the reason for the relativelack of use by Canada's largest com-panies who have a largely institu-tional message-who wish to presenta 'corporate image', as the thinkerscall it.

We start with a differentquestion, really.

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Many management people havedifferent ideas of what is meant bythis phrase, and in turn have manydifferent answers to the question oftelevision.

The general sales manager forCanada of a very large company, withinternational affiliates, in the hardgoods field, said:

"In our industry-we are very di-versified into industrial, secondaryand consumer products-we cannotsee the use of a mass advertisingmedium like television except for ourconsumer line. After all, we want toreach a great variety of audiences,depending on the product line, andthe purpose. Television is, to mycompany, a medium for the mass -coverage, and for the products wesell that way.. .

"For our industrial products werely on some trade paper advertising,and a fair amount of direct -mail, sincewe know a great deal about ourcustomers. As for our corporate ad-vertising. . .I refer you to.our vice-president of corporate affairs... he'sa financial man, and I believe hismajor interest in advertising is in thequarterly dividend notices. . . whichare carried in the key newspapers...

"On the other hand, we have, inour committee, thought about an ex-tension of our advertising to encom-pass other media, but our publicrelations man-a vice-president of ourcompany-does not think that themedium of television has the rightconnotation for our company.

"His statement to our board,which went without debate, was toignore television and other massmedia, but especially television, (orany activities on behalf of the cor-poration as such. We would, I maysay, continue to use this type of ad-vertising for some of our divisions,for the sale of their consumer pro-ducts. . . For the broad, corporatemessage, we will rely on more re-sponsible methods..."

We pressed the point, on behalfof the broadcasting industry.

"Responsible? Wrong word? Well,you may be right, but we cannot besure... So much of the advertising...and I may say the programs...are notfor our company...

FOR PRODUCT SHOWING

"It has only been in recent yearsthat I have heard the term 'image'used, but it is apt... The point Iwant to make is that our impression

of television is very strong... sincewe do use it... This is a good way,a dramatic way, of showing our pro-ducts which consumers can buy...

"As for selling our industrialproducts... or that idea of the cor-porate advertising. . . television inour judgment is not for that purpose...

"We can use other ways, whichhave, as the saying goes, the rightauspices. . . unlike television," hesaid.

What has happened here?Has the magic of television as

the medium which can sell anythingbecome a bit down -graded? More thana bit, if we accept the judgment ofmany top management people-andthis is not our own opinion!

As noted in a previous article,among the top advertisers are somewho are not important users of tele-vision.

1963 MEDIA BREAKDOWNNATIONAL ADVERTISING

IN SIX MEDIA

Television 33.9%

Daily Newspapers 30.3

Radio 12.4

Weekend Papers 10.7

Consumer Magazines 9.8Farm Papers 2.9

-Source: Elliott -Haynes Ltd.

Who are these, indeed?Some do not use, or use only in

token fashion, t h e medium of tele-vision.

"We don't sell the things wemake to a mass public. Others buyour products and make the consumer -oriented end -products...", said thegeneral manager of one of Canada'smedium -size companies, very activetoday in the stock market, and ex-panding. "Well, I guess you couldsay we have used some television toopen up a few key distributors.. ,butafter that it's their baby...not ours...we don't sell to the mass public...and that is what TV does, of course...it doesn't really get to the thinking,active person Who controls a busi-ness. . ."

"How are these people reached?"we asked.

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. .the effort to sell the company as a good citizen of the community and the country.

"By personal contact, and byour development program of directmail...and certain magazines as wellas newspaper advertising", he

"Look, important people, - thekind we want to have know about ourprogress as a company - don't watchTV. Sure, we are about to offer a newissue, because we are expanding tointroduce some new lines...but wegive our dealers money to use tele-vision...," said the president of afirm. (The firm owns four others, isgrowing, and sells 32 consumer pro-'ducts, by count).

What, then is corporate -imageadvertising?'

It is, evidently, a compositionof terms, most of which say thatmass -media advertising may or maynot be suitable-depending on thecompany and its definition.

Perhaps, according to those in-terviewed, corporate -image advertis-ing is not a matter for television.

Can we accept that conclusion?If the `image' that television re-

presents to top management of Cana-dian industry is that of the purelymass-method-then some of the top -management f r a tern ity are out ofstep. . . Could they (the latter) beright.. . ?

Why, for example, do not thethree largest basic metals industfresin the country (and among the largestin the world), not use Canadian tele-vision on a consistent basis? Theseare, as you can well guess, Consoli-dated Mining & Smelting, AluminiumLimited (to give Alcan its parentname), and International Nickel(which uses radio in this area quitewidely).

WHY NO ADVERTISING

In the past few weeks in Canadaespecially, but slowly ina crescendoover some twelve years, the potenti-ially biggest basic company has usednothing in the way of advertising atall, much less television: BritishNewfoundland Corporation, now aboutto raise $1 billion in new capital inthe world market. but it is notablethat this development has receivedmuch in the way of television newsand public affairs treatment-wellarranged by the company-in all majornews media.

We asked an official of BRINCO:Why no advertising, and why no tele-vision advertising in particular?After all, the Hamilton Falls develop-ment is, reportedly, one of the mostdramatic demonstrations of humandomination over natural hazards.. .

His answer: "No advertising , be-cause we can get a lot of news valueout of the event. No television ad-vertising for a different reason. Ifyou want to know our thinking: it'sfilled with soap and foods and beerand shaving things. . . We are notgoing -to bring ourselves down to thatassociation. . . And we never will,thank you."

"Television has mass, but noclass," said the sales manager of amajor Canadian company, not now us-ing television. "Our company feelsthat the media we use must have theright aura, a measure of dignity. Ifwe look at television today we see

nothing but soaps and detergents andpills-mostly sold by ridiculousmethods and claims. We don't wantto be associated in the public mindwith that sort of thing, nor with thelurid programs about hospitals andwild west shooting. Of course, if wecould find the right kind of pro-gram. . ." he added.

on television. . . and our budget in-creased during this period as ourmarkets developed with new pro-ducts. . . we took another look, andfound we were stealing money fromother programs and campaigns just tosupport o u r television properties.Television had become too inflexible.So, we cut back on television to a

What is "Corporate -Image Advertising ? "

How do you define corporate -image advertising?

Here are excerpts from a "Broad-caster" survey on this subject-nowbecoming more prominent as a sub-ject for -discussion in both broad-casting and advertising circles:

Corporate -image advertisingis the effort to sell the companyas a good citizen of the communi-ty and the country.

We think of corporate adver-tising as that part of our programin which we address ourselves tothe opinion makers in government,at all levels, labor, the financialcommunity, and others importantto our well-being as an enter-prise-as opposed to the custom-ers for our products.

Company image? That's somekind of fancydance our public re-lations people put on for us fromtime to time. It has nothing to dowith sales (this from a sales man-ager).

From the practical point ofview, our company image is themost important thing we sell. Ourproduct line is constantly chang-ing and must be supported by aconsistent effort to convince ourcustomers-at all levels-that westand for progress.

It is the selling of the makerwho is behind the product-whatthe maker stands for and is, howhe makes his product, how he de-velops his standardg,how carefulhe is in making sure the productis right: It's the reputation be-hind the product.

Corporate advertising be-longs in the financial vice-presi-dent's department, and comes outof his budget. It's stockholder -relations, that's all.

In a multi -brand operation,corporate identity is vital-that isthe whole point: It is an attitude,a posture.

"We went into national programtelevision very early .in its history,and stayed with it for some years...it seemed the fashionable thing to doat the time," said the president of anational manufacturer of foods,chemicals and industrial products."But, and it is a big but, the thinggrew to the point where w e werespending more than half of our budget

reasonable level," he said.After some thought, this presi-

dent added, "And I think part of ourreasoning was the way that televisionhas gone since the early days.... wedon't object to most of the commer-cials...every man to his own way ofselling... but we have come to bevery teary, very skeptical, aboutmany of the programming principles.

"As to the idea of corporate ad-vertising... we wouldn't think of it.In fact, since we have a number ofdifferent brand names, we don't haveto use our company name on tele-vision and... deliberately do not doso... does that answer the question?"he said.

SELLING SPECIFIC PRODUCTS

Another aspect of the subjectwas brought up by the advertisingmanager of a large user of television:"Yes, we believe in television, anduse it as much as we think we canafford in the over-all plan for ourcompany's development.

We have a very concrete idea ofits place: That is, to sell specificproducts to the pub I ic , wheneverthose products warrant mass cover-age. We have other products, how-ever, which do not warrant such use.And as for corporate advertising...well, that is not a function of tele.vision, is it?"

This excerpt of opinions on theuse of television for corporate ad-vertising may indicate the range ofattitudes from positive to negative.Many advertisers are not using tele-vision for this purpose at all, al-though they may be convinced of thevalues of the medium+for direct pro-duct -selling in the mass market.Other advertisers simply have givenup the thought of using television ina major way because of the so-callednegative aspects of the magic lan-tern-as they see it.

Of course, the basic problem,in our opinion, seems to be relatedto something even broader: Thecompany's attitude to advertising -ingeneral. Corporate -image advertis-ing as such is in wide dispute.

Is it possible that Canada's ad-vertising industry has not yetthought out this whole subject? Aworkable definition maybe the placeto start.

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CKPG Prince George 250 wattsFRASER VAOEY RADIO

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OVER THE DESK I

Jack Tietolman, president of CKVL-AM-FM, is presented with theONDAS trophy by His Excellency Felix de Iturriaga, Marques delRomeral, Spanish Ambassador to Canada. Left to right: the Am-bassador; Romeo Desjardins, 4.C., President of the Canadian Can-cer Society, Quebec Division; Jean Louis Gervais, Pro -Mayor ofVerdun, Que.; Jack Tietolman; Fernand Alie, Pro -Mayor of Montreal;and Guy Rouleau,M.P.for Montreal -Dollard, representing the FederalGovernment.

THE FACT THAT CKVL, Verdun,is a top radio station in the city ofMontreal is well known, but the latestnews has it that Jack Tietolman'sstation has now extended its sphereof influence right across the Atlantic,to Spain. . .and at no increase ofrates yet.

It was on March 4 that HisExcellency Felix de Iturriaga, Mar -Os de Romeral, Spanish ambassadorto Canada added a new laurel toCKVL's crown when he presentedthe ONDAS International ;Trophy toJack Tietolman before an impressivegroup of Montreal advertising peopleat the Ritz Carlton Hotel. The a-ward, which is presented by ONDAS,the official publication of theSpanish radio system, was awardedto CKVL for the best scientific pro-gram entered in the 1963 competition.

L'Espoir, the program whichwon the trophy, was the brain childof Tietolman himself. It was pro-duced in the studios of CKVL, inco-operation with The CanadianCancer Society.

L'Espoir consists of a series ofhalf-hour programs, based on actualcase histories supplied by The Cana-dian Cancer Society, with the maintheme that Cancer, detected early,can be arrested and even cured incertain cases.

Fourteen other French -languagestations broadcast the series fromtapes, supplied at no cost, by CKVL,and it is now being repeated on 22French -language stations acrossCanada.

Romeo Desjardins, Q.C. presi-dent of the Quebec Division of The

(Photo Andre Hebert).

Canadian Cancer Society, said:'These programs contributed enor-mously to educate and assure a greatmany people fearful of a medicalexamination which may disclosesymptoms of the disease, that can-cer, detected early can be alleviatedand even cured.

"We have received only thehighest compliments about these'prd-grams from laymen and the medicalprofession. Without exception, theypraised the scripts of Mr. JeanLaforest and the excellent dramaticinterpretation of the most promineatFrench-Canadian artists."

The series was produced byAlbert Cloutier, Supervisor of Dra-matic Production atCKVL and amongthe artists, were, Charlotte Boisjoli,Paul Dupuis, Lise Lasalle, HuguetteOligny, Mimi D'Estee, Jean Lajeau-nesse, Francoise Rozet, Janine Sutto,Janine Magnolet, Guy Provost, GillesPelletier, Olivette Thibault, JeanDuceppe, Guy Godin, Andree Cham-pagne, Philippe Robert, ThereseCadorette, Matthe Thiery, JacquesAuger, Helene Loiselle, MarietteDuval, Roland Chenail, BeatricePicard, Michel Noel, Janine Fluet,Monique Miller, Hubert Loiselle,Yves Letourmeau, Gerard Pelletier,Robert Cadoua, Jacques Calipeau.

"We , at CKVL, are happy to havemade, what has been recognized asa most worthy contribution to thishunamitarian cause and we will con-tinue our public service efforts inthis cause and in any other causeswhere similar need exists." JackTietolman said.

. . . of shoes and shipsand sealing -wax - ofcabbages and kings

FRIENDLY FEUD

FRIENDLY FEUDING on the air ona 'united we stand, divided we fall"basis has worked out well for twoChrysler dealers on the outskirts ofGreater Vancouver.

Individually, Lakeview Chryslerand Ridgemont Chrysler didn't havelarge enough ad budgets to competewith the giant downtown dealershipsin a variety of media. But together,their ad dollars mounted up and, don-centrated in radio, made a strongimpression with commercials build-ing on a "feud' created by CKNWNew Westminster salesman MarshFisher.

A commercial would open with a30 -second spot for one dealer, then20 -seconds of mood music, and closewith a 30 -second 'rebuttal" from theother dealer that joshed the openingclaims, if youreally want service...come to us, not that other dealer.'

In the second phase, the hatchetwas buried, but not too deeply, andone dealer's spot would end with atag saying the other dealership was'not really a bad place to shop."

Final stage is joint advertising,with both dealers mentioned in eachcommercial, thereby doubling thereach of the individual budget throughtogetherness.

WELCOME VISITOR

A VISITOR AT the Broadcasteroffice ten days ago was DennisBarkman, manager of CFAM, Al-tona, with which is associatedCFMW-FM (managed by GeorgeHellman), to tell us that the newCHSM, Steinbach will be on theair March 12.

CFAM and CHSM will be pro-grammed simultaneously, and abrochur% indicated that this com-bined. operation will include, inits 5 m/v contour, a good 6,000square miles, including metropoli-tan Winnipeg, with an estimated200,000 Southern Manitoba radiohomes.

CFAM, with the addition ofCHSM, will continue to follow itsbasic good music policy, includ-ing the agricultural and ethnicprogramming which have alwaysbeen its background.

In June 1962, CFAM was pre-sented with a Beaver Awards. Thecitation singled out the station


"for its commercial success witha programming policy designed toshape the future of Southern Mani-toba culture and every day living,with the best in musical, educa-tional, cultural and agriculturalbroadcasting, controlling all ad-vertising in harmony with the basicideals of the station's owners."

Barkman says the combinedstations will carry on with theprogramming policy. He was intown to tell the agencies about itand reports the welcome he re-ceived was a warm one, backedup with a flock of business whichwas new to his organization.

MR.MOTIVATIONAL RESEARCH

MR. AND MRS. JOHNNY CANUCK'are exposed to a round $600 millionworth of advertising via the variousmedia and most of it heads straightfor the drainpipe. This was my in-terpretation of an address to theAdvertising & Sales C lub of Torontolate last month, delivered by Dr.Motivational Research, or, to bemore accurate, Dr. Ernest Dichter,PhD., president of the Institute forMotivational Research Inc.

Dr, Ernest Dichter

What Dr. Dichter actually saidwas synopsized in his own presshand-out:

Advertising must become awareof its own power.

The mod ern consumer haslearned to make up his own mind.

Modern advertising has helpedto educate consumer expectations.

The consumer resents cheap -looking advertising which showsno apparent planning and effort.

Modern advertising must pro-duce identification.

+Advertising must invite theconsumer to purchase.

In an hour -and -quarter of f -the -cuff speech, which was interestingand informative, but not nearly aswell -organized as his press release,the doctor assailed just abouteverything which is done in today'sadvertising. Here are a few ex-amples.

"Most advertising (includingTV) testing methods are extremelystupid."

He wrote off the ratings withthe statement that such devicesassume that you are a "passive re-cipient of a message", just because

you were tuned to the station whenthe spot was aired.

The statement that Coffee Aproduces a cheaper cup of coffeethan Coffee B is stupidly assumedto be a good advertisement.

The modern consumer is ex-posed to an unending flood of ad-vertising, and the advertiser hasn'tbegun to realize that she (the con-sumer) is not dumb enough to bedeluded into the belief that all areright. Example: Sixteen brands ofsomething -or -other all claiming theyare milder or fresher or.. .

Fifty years ago, we acceptedheadaches and stomach disorders.Now we do something about them.

On a different tack, "modernadvertising has to take a secondlook at the kind of public it sells."

Stupid advertising continouslybeats them on the head.

Intelligent advertising realizesthat there are 20 competitors in thesame field.

The advertiser has to look be-low the surface and find out thereal reason why people want to docertain things.

The fact that the manufacturerof a product has research farms allover the world doesn't sell the farm-er anything, because the farmercouldn't care less what they do inSouth Africa.

The advertiser has to realizehe is communicating with quite in-telligent people.

Back on the headache kick,Dr. Dichter said the guy who has aheadache isn't bothering with TVor reading. He wants to be leftalone.

Instead of telling him how atablet will stophis pain in so manyseconds flat, why not ask him ifone of his friends doesn't look thatway.

Next he turned his guns on theway competitors all use the sameapproach in their advertising.

Every cigarette on the marketuses a waterfall.

With shampoos, it's a beautyparlor.

Wouldn't it be a smart idea, heasked, if, instead of saying, "I'lldo the same thing", the advertisersaid: "What has not been done?What commercial idea has not beenused before?

Good and persuasive advertis-ing that really projects itself intothe mind of the consumer is not asconcerned with what the advertis-ing should do as what the recipientof the advertising does.

"You have to pu t yourselfliterally in the mind of the con-sumer."

The policy of incessant repeti-tion is naive.

People pay twice the price forvirtually the same cigarettes orbeer - for prestige.

People drink to get drunk, butthey don t say "Give me anythingso long as its gets me drunk". Theyorder an extra -dry martini with apiece of lemon twisted two and ahalf times. Prestige!

Dr. Dichter made a big pointof the "necessity for product indi-viduality." But he admitted that anew twist will soon be imitated,because, as he put it, "no one evenremembers the first brewer who puthis beer in cans which could beopened without an opener. Thiswasn't his permanent property, be -be=cause of imitators."

The key, he said, is to be u-niquely different, not qualitativelybetter.

"Are you using media in a u-nique fashion?"

You have to remember that thesame individual who is extremelyintelligent during the day goeshome at night and watches a stupidwestern.

As far as advertising is con-cerned, "sophistication" is not theright kind of terminology. Throughmodern movies, modern TV shows,the modern consumer has learnedto be subtle. But a lot of today'sadvertising doesn't permit the con-sumer to think.

A housewife knows she couldnever bake a cake as perfect -look-ing as the one she sees on thescreen. Neither could she looklike the model. Don't use "typi-cals". Get a guy with a scar onhis face or a patch over his eye.

The modern consumer has be-come discriminating. He wants tohave some say in what he buys. Hewants to get into the act. Research

doesn't mean counting; it meanssearching.

When Dr. Dichter sees a printadvertisement headed: "Candy isthe language of love", he says: "Iagree" and turns the page, andseveral thousand dollars go out thewindow.

"What is advertisingfor unlessit sells?" he asked.

His suggestion for acandyad - "Picture of a woman sayingto the grocer - 'Hey! Don't forgetmy candy'!"

ADDENDUM

Dear Dr. Dichter:I sat through your Ad

Club talk - all 95 minutes of it -and enjoyed it all. I came out firmlyconvinced that soap companies areall wet (and sudsy?) when theyclaim - all of them - that theirproducts wash whiter than ever.

You set out to convinceme of this, and damme, you did.

Now how about tellingme - and the soap manufacturers -how to come up with an idea suchas "the soap that floats" withouteveryone else doing it. (I knowIvory made it stick, but what elseis there?).

Maybe Colgates couldconcoct an appetite appeal - parea bar of Palmolive into thin slices,put it between two pieces of bread,shut your eyes and pretend it's acheese sandwich.

Wont you give this somethought, Doctor, and buzz me if youcome up with

KEY

ToBUSINESS

IN THE

WHOLE NIAGARA PENINSULAReps.

PAUL MULVIHILL & CO. LTD.Toronto Montreal

DIAL 61 0CKTB

ST. CATHARINES

CJBQRADIO

BELLEVILLE andTRENTON, ONTARIO

AnotherSTOVIN-BYLES

Station

Join the others this summer who

Will holiday in the Quinte District, enjoyingexcellent trout, bass, pickerel and muskiefishing, cool lakes and sunny beaches.

Will make sure of peak summer sales by ad-vertising on the Voice of the Bay of Quinte.

March 19, 1964 15

STATION CALLS

18,000 fans say "Give me country music"

so mayor relents and joins the club

COUNTRY MUSIC FANS IN ANDaround T or on t o, championed by'their' radio station, CFGM, wel-comed Toronto Mayor Philip Givensinto their Country Music Club thismonth after the Mayor had faced quitean initiation.

In a discussion about the pro-prosed $17,000,000 St. LawrenceCentre for the Arts at a Board ofControl executive meeting on March3, Mayor Givens commented thatsuburbanites expected Toronto toprovide them with cultural facilitieswithout contributing to their cost,and that the suburb -dwellers weremore interested in country music thanthe fine arts.

This intimation that countrymusic was less an art than otherkinds of music brought CFGM newsdirector Ken Foss to the defence ofcountry music, and the next morninghe editorialized -on.the air about theMayor's slight to the music the sta-tion has found so popular. Phonecalls to the station brought a repeatof the editorial later in the day "bypopular demand".

That night Foss and programdirector Gord Symons plotted a cam-paign to petition the Mayor on behalf

of country music and its fans. Thestation scheduled newscast tags,eight a day Thursday and Friday andten on Saturday, hoping to raise one,two or even three thousand signaturesfor a petition before a Sunday nightmailing deadline.

Eighteen thousand letters flood-ded the station. The letters werestapled three across and end to end,and rolled on a one -inch spool tomake a roll 24 inches wide and 30inches in diameter. Armed with thisand a handsomely -lettered three footby five foot petition, Foss appearedat the Metro Council meeting onMarch 10, and presented the petitionto the Mayor in front' of City Coun-cillors, Aldermen and suburbanReeves.

The petition read: "0 yea, o yea,let it hereby be known and clearlyunderstood that the undersignedpersons do protest:1. That you have unwittingly donedisservice to the cause of countrymusic in Metro Toronto.2. The the proposed St. LawrenceCentre for the Arts will not trulyreflect Canadian culture unlessit becomes a showcase for Cana-dian country music talent.

MAYOR -

oyrs

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Country music fans won the day when they petitioned Toronto MayorPhilip Givens, through radio station CFGM, for equal rights, forcountry music in the proposed St. L awrence Centre for the Arts.The24 -hour -a -day country music station took up the cause, organized thepetition which drew 18,000 letters in five days, but modestly keptits call letters out of the scene. Here news director Ken Foss pre-sents the case for country music to Mayor Givens.

3. That Don Messer, Hank Snow,Wilf Carter, Tommy Hunter andother Canadian country music art-ists represent the best in Cana-dian musical talent.4. That unless Canadian countrymusic artists can perform at theSt. Lawrence Centre for the Artsthere can be no truly united oramalgamated city of Toronto.All of which is respectfully sub-mitted."

The Mayor accepted this in goodgrace, apologized, and explained that

his remarks had been misinterpreted."I love country music, I was raisedon country music," he said. "Myfamily loves it, and the only thing Ihave against Don Messer on TV isthat, when he is on, my family won'tlet me watch anything on any otherchannel, no matter how important itmight be to me politically."

It was this statement that wonthe Mayor his membership in CFGM'sCountry Music Club - membershipnumber 50,000 (over 30,000 joined inFebruary alone, in a special member-ship drive).

the "case" for 50kw acceptance...16 Canadian Broadcaster

New York letter

Bar FCC control of commercials but fight goes onPLANS ARE AFOOT in theUnited States Congress to deprivethe Federal Communications Com-mission of any power it mighthave to put a halt to the over -commercialization of the air-waves. A bill designed to do justthatalready has passed theHouseof Representatives and is on itsway to the Senate. The bill clear-ly prohibits the FCC from issuingany rule limiting the length andand frequency of commercials onradio and television.

Just before Christmas, follow-ing Chairman William Henry's maidenspeech in which he hinted that strong-er action was forthcoming in thismatter, the FCC had proposed such arule, after a three-day public hearingand loud cries of disapproval fromCongress, the government agencywithdrew its proposal.

Public opinion was not behindthe FCC at the time, nor is it todayfor the mere whisper of governmentcontrol in this country is alwayshighly unpopular.

At the FCC December hearing,held in Washington, only two broad-casters and two listener organizationsspoke in favor of such a move whileat least 350 broadcasters and broad -

by LAURETTE KITCHENcast groups strongly testified againstit. Cries of censorship were heardfrom all sides.

Oddly enough, the House Com-merce Committee, another governmentagency, called an unexpected publichearing at the same time to determinewhether or not the FCC had any rightto interfere in any way in the broad-casters' affairs.

To no one's surprise in the in-dustry, a number of broadcasters fromCalifornia to Maine paraded to thestand and damned Mr. Henry and hisFCC as power-hungry and attemptingto impose controls that would bank-rupt many stations.

The FCC withdrew its proposalbut did so in a statement that clearlystated they did not wish to give upthe fight..

"The present proceeding has in-dicated that there is a continuingbasis for con c ern about over -com-mercialization," this statement saidin part. "We will continue to takewhatever steps are necessary andappropriate to prevent its oc-currence."

COULD DENY RENEWAL

One of the things the Commissioncan do and is expected to do now isto deny a licence renewal because ofexcessive commercials. It is under-stood that the staff has been speci-fically instructed to point out 'Station

... is chockful of acceptance facts, that frankly have our CGE design, develop-ment and engineering team glowing with pride.

And they've got a lot to be proud of. They have proved that a major piece ofbroadcast equipment-a 50kw AM transmitter-could be completely designed,developed, tested and manufactured in Canada by Canadians and be a winner.

Take a look at the CGE 50kw transmitters chosen since their introduction.They also represent every 50kw Canadian purchase made in 1963; accepted byCanadian Broadcasters, against stiff competition.

And that's something to be proud of!We realized this revolutionary new advanced design unit would start a trend,

bound to be followed, but it takes time to catch up with us. Meanwhile, Cana-dian Broadcasters are still admiring-and buying-this 50kw AM transmitter,from CGE.

The big "50" was designed and built up to a standard tough to reach by any

BROADCAST

performance records of the greatestamount of commercialism."

Does this m ean. therefore thatthe broadcaster, feeling fairly securein his knowledge that for the timebeing at least there is no danger ofgovernment interference, can now pro-ceed as before and clutter the air-waves?

This does not appear to be thecase for if the FCC is powerless, ifJohn Q. Public doesn't care enoughto complain, the advertisers are be-coming more alert and starting to askquestions.

They pour millions of dollars in-to broadcasting commercials and theyexpect results. If, however, the indi-vidual expensive message gets lostin the cacophony of promos, credits,and other commercials, it's likely tolose some of its punch.

A variety of surveys and confus-ing statistics has Madison Avenueconcerned.

One recent survey, for example,based on a check of water meters inManhattan, showed a marked increasein the number of taps being turned onand toilets being flushed at the half-hour and hourly periods in the even-ing - just when the commercials areat their heights.

The National Association ofBroadcasters, with Leroy Collins atthe helm, has now inherited the re-

CFRNEDMONTON

sponsibility of satisfying both broad-casters and advertisers.

At a recent Miami meeting, theBoard of the NAB proposed a codeban Of "piggybacks" - the practiceof overcrowding sells for two or threeproducts into the one -minute message.

It is generally agreed that it isnot so much the number of commer-cilas logged during a program thatbring complaints of over -comet erc iali-zation, but the clutter at the stationbreak.

BUMPERS, PROMOS ANDPIGGYBACKS

Those stations which subscribeto the NAB code of Good Practiceand many of them do, are bound bythe commercialization provisi onwhich call for no more than fourminutes of commercials in each halfhour during prime evening televisiontime plus station break advertise-ments.

That, of course, is where thetrouble comes in.

There is a spread of bumpers,promos, credits, piggybacks, bill-boards etc. . . which congest the fewminutes allotted each station toidentify itself. And in this respect,every station at least in the NewYork area, is as guilty as the nextone.

manufacturer. Rigid levels of quality control dictated every stage of construc-tion, guaranteeing broadcasters long equipment life, matching their dollarinvestment.

We simplified the circuitry, got rid of unnecessary tubes, built and includednew components, and successfully reduced cost -per -hour "on air" operation,to a low, low level.

We did a lot of other advanced things, too, you'll see them turning up in othertransmitters after a while. But in the meantime we are still exclusive in so manyways.

Don't forget CGE technical consultation-always available to help you oncomplete broadcast systems, not just transmitters. We'd like you to meet oneof our Broadcast Specialists ...the man with the colorful "case". Write to usat Canadian General Electric, Section 32, 830 Lansdowne Avenue, Toronto 4,Ontario. You'll be glad you did.

EQUIPMENT

CANADIAN GENERAL ELECTRICMarch 19, 1964 17

Media jungle

Media men must pick from 2,410 basic mediaAsegitMeeMeitiMatittiMasitegititiattStft:::::Affts: AVISSM:.:51MSMOSMIMMettititiMeMiitgiaiMWMMIftarattOMet

WHAT DOES A MEDIA MAN WANT and what is available? Ralph Draper, one of broadcasting's bestfriends, who is media director of Foster Advertising Ltd, held forth to delegates to last month's BC Broad-casters' Convention on a prowl into the media jungle, and what did he find? There were 103 daily news-papers, 896 weeklies, 99 foreign language publications, 74 magazines of over 10,000 circulation, 20weekend publications, four political books, twelve labor publications, 30 religious publications, 56university and college books, 55 farm publications, about 470 trade and business books, 235 different out-door plants, 37 transportation markets, 70 Canadian television stations and 249 Canadian radio stations.That adds up to 2,410 different basic media waiting to be snared by the trap of advertising dollars. Ad-vertising agency media directors, such as Ralph, are given the task of seeing these dollars are spent inthe right way. Here is what he told the BC Broadcasters.

Ottrli....f:RiMettMISMASWOMISrittMAVestil AttStSMIMMOMaisraisOAMSW/AratftSMONIMOSOWiit.ISMAWNWAIMIN.W1

THERE ARE A FEW basic rules amedia man must learn before he canbe safely turned loose in the mediajungle.

First, there is no such .thing asa best advertising medium for allpurposes. Each has specific physicalstrengths and weaknesses. In addi-tion, marketing problems and oppor-tunities vary and often the mediumwhich is one advertiser's meat isanother advertiser's poison. A mediabuyer is always spending somebodyelse's money. His success dependson how well he invests client

dollars. Advertising is a means ofcommunicating selling stories topeople in a manner that will createsales and" profits.

Market sizes, marketing pro-blems and opportunities change,economic conditions change, cqmpetitive situations change and mediavalues also change. A good mediaman must be constantly reviewing inorder to increase the efficiency ofevery dollar.

He has to work like crazy tolearn as much as possible about the2,410 different animals in the jungle.

WESTWARD HO!

Name the richest province in Canada for thenext 12 months. That's right. Saskatchewan.Little old Saskatchewan, producer of two-thirdsof the nation's wheat...the province that hasnosed out Ontario as Canada's richest in termsof per capita income due to the recent staggeringsale of wheat to Russia. Westward ho, indeed.

Quote Time, Sept. 27th: "As it filters into theeconomy, the Russian wheat money will alsoseed orders for farm equipment, autos, clothingfabrics, refrigerators, TV sets," Selling any ofthese things? Your best bet is CFQC, the onlyradio station heard for hundreds of miles aroundin the rich farm lands outside Saskatoon.

CFQCradio - Saskatoon

SOME MARKETING QUESTIONSWhere are your competitors ad-

vertising? How are they advertising?With what weight?

You just cannot afford to allowyour competitors to take away yourmarket through heavier advertisingeffort. This necessary attention tocompetitive activity has been thecause for many national dollars be-ing lost by advertising media insecondary markets.

When one major advertiser in aproduct category decides to concen-trate in the heavy urban areas, theother competitors must nearly alwaysfollow this decision unless theywant to have their brains blown outon the shelves.

We a 1 s o must ask ourselveswhether we have a product aboutwhich consumers will give a darn.

The reason the soap companiesconcentrate heavily into boradcastmedia is not the result of a mad,passionate love affair. It comes asthe result of over 15 years'of nothingnew actually happening to productclaims in this category, with thehousewife having been subjected to"cleanest", "whitest" and "bright-est" to the point where her interestin brand switching is low. She simplyhasn't the desire to read the copy ina print advertisement about deter-

gents, and must be hit by the morecaptive media of broadcasting.

DO WE NEED TIMING FLEXI-BILITY?

Four Canadian Pittsburgh Paintsand Outboard Marine, it is extremelyimportant to us that spring comesearly out on the west coast and latein Northern Ontario. That's why weuse the local media where we canvary our campaign dates in order tomeet the market.

DO WE NEED CONTINUOUSSUPPORT THROUGHOUT THEYEAR OR ARE THERE SEASONALPEAKS AND VALLEYS?

Pink Liquid Vel can be adver-tised at all times of the year, butRonson and Canada Cycle and Motorhave their best chances to makemoney only at gift giving time.

We must know whether we aretrying to reach males, females, orboth. After that, we must segregatethem into age groups. We find themost successful promotion of Mattel

Toys is the audience twelve yearsof age and under. On the other hand,for C.C.M. Bicycles, there is a twinselling job to do especially in reach-ing children between the ages of tenand fourteen,,and also in reachingtheir parents.

RALPH DRAPERA number of creative consider-

ations enter into the picture.If we need demonstration, then

all other media except television arein trouble. Canstusic and the spokenword best sell our product, or do weneed visual appeal? Perhaps evencolor appetite appeal is an essentialin order to stir up desire for the pro-duct.

We have to figure out where thepeople live who can afford our pro-duct, especially when we considerthat one out of every six Canadiansis classified as poor by the DominionBureau of Statistics.

We must look at the quantity ofmessage needed to accomplish ouradvertising objectives.

If we need 100 words, then wewould be silly to think of outdoor ortransportation advertising where weare limited to no more than six orseven.

This factor can also have astrong bearing on the number ofmarkets or media which we can useand on our frequency; naturally, ittakes more dollars to use larger


space or longer commercials than itdoes to use s m all space or shortcommercials.

We naturally must know whetherour distribution is national, regionalor local in order that we do not wastedollars in areas where we haven'tany opportunity to sell.

We must be fully conscious ofareas where it is extremely difficultto make a product move; - wedo notfind that many city people will drivea John Deere tractor to their office.

On the other hand, some pro-ducts have areas where they canmove at a more rapid rate than theirnational picture; we watch birthfigures closely in order to find thebest markets for Curity Diapers.

With some products, strong deal-er tie-in identification is essential.And daily newspapers gain manymarks on their ability to provide thisservice.

Other times, strong merchandis-ing support is an essential, since theproduct must be moved into outletsbefore the consumer advertising isgoing to have any effect on clearingthe product out.

NOW ONE MORE, AND MOSTIMPORTANT CRITERION.HOW BIGIS OUR BUDGET?

Coverage figures aren't worth ahoot, unless there is sufficient im-pact to the campaign to create con-sumer interest and action.

RELIGIOUS AND SCHOOL BOOKSTo look,on the position of radio

and television in the media jungle,first, we can forget about religiousand school publications.

The Maclean -Hunter ResearchBureau estimates that only 2.2 mil-lion dollars of total net advertisingwere in this classification in 1962.This is down 13.6 per cent from the1955 figure.

Not only does this category havevery few dollars, but some of the ad-vertising is local, and much of itcomes through on a national basisstrictly for public relations purposes.The other major portion is special-ized aiming primarily at sellingchurch equipment.

PHONE DIRECTORIESBelieve it or not, the second

largest category of print media istelephone directories and city direc-tories. In 1962, this category took$31,400,000.00 worth of advertisingrevenue, and this is a 129% increaseover the figures for 1955.

31 million dollars is an ex-tremely attractive amount of revenue,but it is also an extremely difficultmedia classification to convert intoradio and television advertising.

The telephone directory com-panies do not get rich oil any singleadvertiser; their'success is based ontaking small amounts of money froma lot of people - pure volume sell-ing. In any individual case, thereprobably isn't enough money investedin a given market to build a decentradio or television campaign.

FARM PUBLICATIONS

Another area which is not goingto cause much trouble is the farm'publication field. Their 1962 adver-tising revenue was only $5,700,000.00, and this was a 3.4% decline from1955.

The problems faced by publica-tions in this field are many; first,

we lost 140,000 farms in the tenyears from the 1951 to 1961 census.

Secondly television grew fr omnothing into a medium which todaycovers virtually all Canadian farms,and in most cases, television, radioand newspapers can give us com-plete urban and rural coverage at thesame time.

Thirdly, farm paper circulationgrew and rates increased while thenumber of farms decreased, and fewof them gave advertisers any know-ledge of their actual on -farm circula-tion. This has caused marketers of

farm products to look more closelyat direct mail, and also at local radioand television. It is my own feelingthat a lot of the farm publication ad-vertising losses have been taken upby those radio and television stationswith the ability to cover good farm-ing areas.(This is the first of three excerptsfrom Ralph Draper's address on the*Media Jungle*, to the British Col-umbia Association of Broadcastersconvention at Harrison Hot Springslast month. The second will appearin an early issue.)

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Canadian talent

A WESTERN BALLADEER in the Middle East, CBC star TommyHunter sings and strums for a group of Bedouin children near FortMcAvity during a quiet moment on a CBC Concert Party tour of UNbases in the Middle East.

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CBC concert partytakes forces' "Showcase"to servicemen abroad

by KIT MORGAN

WHAT MUST BE THE MOST ex-pensive prop ever to appear on aCBC television program will beseen on "Country Hoedown" onApril 24 - one of the new 104 jetfighters at the RCAF fighter wingbase at Baden Soellingen, Ger-many. Also likely to turn up onthe show are some of the 34German Shepherd dogs which havebeen bought at $100 apiece toguard the base, now being readiedas a storage area for nuclearweapons.

CountryHoedown will be stagedon the base - saluting the 40th anni-versary of the founding of the RCAF- as part of the largest overseasConcert Party tour ever mounted bythe CBC. Six editions of The TommyHunter Show and an Armed ForcesShowcase special will also be re-corded for the CBC Radio Networkduring the

Fourteen stage shows for Cana-dian servicemen and their familiesin Franc e and Germany form the otherhalf of the dual-purpose ConcertParty tour.

The first of the post-war armedforces entertainment tours was setup by the CBC and the Department ofNationalDefense, under the auspicesof the United Nations, in the springof 1961. The 16 -day trip coveredNATO bases in France and WestGermany and the UN forces in theMiddle East, and left the entertainersexhausted after some 20 two-hourstage shows and the recording of tenradio programs.

Since then the itinerary has beeneased, with each Concert Partycovering either Europe or the MiddleEast, but not both.

In '61 and '62 the Canadianradio -TV stars made pre -Christmasvisits to RCAF and Canadian Armybases in England, France and Ger-many, taping regular radio shows andone special, Hits and Mistletoe, forbroadcast Christmas day. Last yeartroops were being rotated, and thetour was postponed till now.

This May will see the fourthConcert Party tour of UN bases inthe Middle East, where the perform-ers play to troops of the nationsserving in the United Nations Emer-

gency Force there - Swedish, Danish,Norwegian, Yugoslavian, Brazilianand Indian. Each country providessome entertainment for the forces,but the Canadian contingent of CBCstars is the largest and most popular,always timing its tour to coincidewith Canada Week celebrations.

IT'S ROUGH, TOUGH GOINGThese are no luxury -class ex-

cursions with champagne flights andstars on the dressing room doors!What dressing room! They travel viaarmed forces transport, which oftenmeans a jolting jeep ride; they arebilleted in service accommodation;dine in mess halls; often perform onimprovised, jerry-built stages.

While neither tour is considereda soft touch, the Middle East trip isthe more arduous. Blinding sand-storms; temperatures of 110 degreesby day and shivering by night; longtrips in machine-gun equippedjeeps; breakfasts of hard boiled eggsand ginger ale (the only foods safeoutside the army bases); the diges-tive ailment commonly called "gyppoguts"; all are part of the game as thetroupe heads for a lonely outpostwhere the stage may be just a stripof sun -baked desert sand.

Last year the Concert Party'saircraft encountered close to zerovisibility in a sandstorm while flyingover Mount Sinai, to reach 50 Swedishsoldiers and 12 Canadians at SharmEl Sheikh, where there's been norain for 30 years.

That day was musical directorBert Niosi's 32nd wedding anniver-sary, the first anniversary he'd spentapart from his wife. VibraphonistPeter Appleyard had postponed hishoneymoon with his bride of less thana month to make that trip, his thirdMiddle East tour.

Why? Why does Ken Dalziel,organizer -producer of each of theConcert Party tours, not only makethe trips, but actually look forwardto them? Why do performers like em-cee -comedian Gordie Tapp, singersTommy Hunter and Tommy Commons,vocalists Shirley Harmer, Joyce Hahnand Denyse Ange, chanteuse Clau-dette, top musicians, face these rigorsvoluntarily and look forward to returntrips?

It's not money. The performersare paid for their appearances on theshows taped during the tours, and'sight acts" added to the troupe forthe stage shows are paid a straightfee, but it is never a fortune. Theyare away for about three weeks and,


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particularly during the pre -Christmastours, could be enjoying bookings inthe comforts of the home town.

And it's not always the applause.To the consternation of the membersof the first tourand newcomers since,a rousing performance is greeted bythe soldiers from India with completeand utter silence. In their society,rapt attention is the entertainer's re-ward, not applause. "Man, does Thatthrow you the first time it happens,"says Appleyard.

BUT IT'S WORTH ITThe answers to "why?" are vari-

ed - travel, adventure, something forthe boys away from home, and a rea-son the entertainers don't put intowords, but comes out something likethis in the thank -you notes:

"The Concert Party . . , hasmade a most significant contributionto the status of. C anad a and Cana-dians in the eyes of the other sixnational contingents making up theForce and in the eyes of the UnitedNations international staff here in theMiddle East," Colonel G. F. Steven-son, commander of the Canadian baseunit, wrote to C BC president AlphonseOuimet after the '62 tour: "The Cana-dians in the Force were proud of theParty as performers and as represen-tatives of our people-"

Offering an "independent o-pinion', Major General F. F. Worth-ington, Colonel Commandant of theRCAC, wrote Dr. Andrew Stewart ofthe BBG that, having visited theMiddle East while the Concert Partywas there, "I can only say that theymade an absolutely magnificient con-tribution to the morale not only of ourCanadian soldiers but to all units ofthe UNEF.

"The selection of entertainerscould not have been better . . . showsthat were just right for the troops ...uplift and enjoyment .. . willingnesswith which all members of the partyworked and took everything in theirstride."

BIGGEST YET COMING UP

Some film footage for CBC-TV's20/20 was shot on the '62 tour toEurope, but the addition of a "live ontape" TV show to the schedule ofthe Concert Party leaving this monthhas made it the biggest tour yet. Ad-ditional talent and production staffwill fly over specially for the tele-cast for a total of 35 or 40 there atthat time.

Country Hoedown producer DaveThomas and Concert Party organizerDalziel have already visited Sudwest-Deutscher Rundfunk (Southwest Ger-man TV) to inspect its facilities, andwere very impressed. The show willbe taped at the base, then flown toBBC. in London, to be converted fromthe European standard of 625 lines tothe North AmeriCan standard of 525lines.

The itinerary for this trip in-cludes Marville, Metz, and Gros Ten-quin in France; Zweibrucken, BadenSoellingen, and Soest in Germany; inMay, to the Middle East, to the GazaStrip and the Old Egypt -Palestineborder in Sinai. Live audiences willrange in numbers from a few dozen toa few thousand, Canadian service-men, their families, their allies; andtheir numbers will swell with theradio and television audiences on thenetworks "back home"

International television

What price TV's international image?A PROBLEM CANADIAN TV pro-gram producers would welcome -that of the country's image as re-flected in its television programsshown abroad - was discussed atthe March meeting of the Radioand Television Executives Clubby Howard L . Kany, director ofinternational business relations,CBS Television stations division,New York.

"International Television To-day' was the topic of Kany'sspeech. It covered the internationalscene from the simple border -spann-ing of a Canadian viewer watchinga U.S. c hanne 1, to the complexcoverage of the Olympic Games inJapan, transmitted live 8,500 milesvia the satellite Relay. He alsotouched on the co-operation of esta-blished TV networks in developingtelevision in Latin America, Africaand Asia.

"But for the general public any-where, the practical meaning of in-ternational television is the display-ing of programs from overseas," hesaid. There are more than 1,000 TVstations and more than 72,000,000TV sets in 70 countries outsideNorth America, and CBS Films alonesupplies more than 2,500 half-hoursof programs weekly to these foreignstations.

TV has enormous influence inCanada, Kany said, commanding thecontinuous and "sometimes nit-pick-ing" attention of critics, civic,political and religious leaders, andprobably nine out of ten citizensover the age of five. But TV haseven greater effect overseas, hesaid, with ratings in Europe oftenin the 50s and 60s, 50% higher thanin North America. In Japan, anaverage of 3.5 viewers -are watchingwhenever a set is' on, again 50%above the North American average,

and in some African countries 30or more viewers may gather roundone set.

DO EXPORTS CONTRIBUTE"With wide distribution of pro-

grams, heavy viewing patterns andlocal understanding be c ause ofdubbing or sub -titling, it is logicalto assume that American -exportedtelevision programs have tremendousimpact off -shore. It is often asked,is their influence favorable? Dothey represent Western life in atrue and sympathetic light? Do theymake contributions towards inter-national understanding?"

These questions have beenanswered with a resounding "no"by"many critics, among them formerFCC chairman ,Newton Minow, andHugh Carleton Greene, director-gen-eral of the BBC, who once said "thegood that has been done by programafter program of foreign aid is indanger of being undone by the imageof America as it appears in programafter program on the TV screens ofthe World.'

However, Kany said, broadcast-ers in the U.S. feel that, except fordramatic license in fictional series,TV programs depict the U.S. sceneaccurately and that foreign program-mers are free to select or rejectprograms from those available.

"Would it be preferable if theyexaggerated, underplayed or glori-fied the truth?" he asked.

"Would not censorship, programwithholding, prescreening or tie-inselling violate the fundamentalprinciples of free trade and thedemocratic way of life?

"Would export regulation of TVprograms lead to restrictions in theexport of motion pictures, books,magazines, newspapers and adver-tising circulars?"

Kany quoted CBS president Dr.Frank Stanton, "We ought to be con-cerned, not with our reputationalone, but with an honest, un-

doctored revelation of our character.Far more damage would accrue fromattempts to r e pre sent ourselvesabroad as something that we arenot, than by opening up our wholenational life, its light moments, itsfads and its follies, as well as itsserious concerns, to the view of thewhole world."

MORE PLUS THAN MINUS

The results of an independentsurvey in four European countriesand Japan, authorized by the UnitedStates Information Agency, showthat in general the viewers' re-action to American TV shows ismore favorable than unfavorable,Kany said.

A summary of the report says"The presentation of a high standardof living and the high quality of tele-vision production is what contributesmost to a good impression of Ameri-can life, while the presentation ofcrime and violence and the superficialand perfunctory depiction of lifeleaves bad impressions. The pre-dominantreaction on the continent tothe credibility of American TV pro-grams as a representation pf life inthe United S -at es is one of ac-ceptance, and tends to benefit theU.S. image.'

The point of it all, Kany said, isthat 'the impact of programs peoplesee in their homes tends to bring in-ternational understanding, and to dis-courage misunderstanding, which isequally important. The internationalaspect of television has made thehome screen a powerful common de-nominator among peoples that aresomewhat dissimilar.'

To demonstrate this principle oftelevision as the common denominator,Kany showed brief segments fromtelevision newsreels in England,Japan, Russia and Germany, whichillustrated his point that "you couldfeel almost as at home in a darkenedroom before a picture tube in London,Tokyo, Moscow or Hamburg as you dohere.'

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Tremendous impetus to industry, consequent employ-ment and purchasing power, is the talk of UpperCanada. Your outstanding merchandising has beena great plus for the advertisers on CFBC.

GORDON FERRISRadio-Television Reps Limited

March 19, 1964 21

CUTS & SPLICES I

THE SIXTEENTH ANNUAL Cana-dian Film Awards presentation hasbeen set for May 8 in Toronto, withspecial guests Johnny Wayne andFrank Shuster to present the awardsfor the best Canadian films of 1963.Screenings will be held at 5 pm inthe two larger theatres at Film HouseLtd., with a one -block walk to theRoyal York for cocktails and theawards banquet in the Concert Hallat 6.30 pm.

One hundred and forty-sevenfilms by 41 producers are in com-petition for the Canadian Film of theYear Award, the awards in twelvecategories of competition, and theCanadian Cinematography Awards.The Association of Motion PictureProducers and Laboratories of Can-ada trophy for the best amateur filmwill also be awarded.

In the past 15 years, 225 awardshave been made to Canadian filmsand 23 special awards have been pre-sented to men and women who havemade significant contributions tofilm in Canada. The Awards aresponsored by the CanadaFoundat ion,the Canadian Association for AdultEducation and the Canadian FilmInstitute.

SHOOTING IS NOW WELL under wayon The Luck of Ginger Coffey, afeature film based on Brian Moore'snovel of the same name, producedby Crawley Films Ltd. in associa-tion with Roth-Kershner Productionsof Hollywood. Bulk of the filming,in black and white and wide screen,is being done in Montreal, with somescenes to be shot in Ottawa and allstudio shooting set for Crawley'sGatineau sound stage.

Stars of the feature are MaryUre, who co-starred with RichardBurton in Look Back in Anger andwon an Academy Award nominationfor her role in Sons and Lovers, andRobert Shaw, actor and author ofthree novels, whose major movieroles include parts in The Caretakersand From Russia with Love. Theyare husband and wife, playing hus-band and wife in Ginger Coffey, theirfirst film together.

The movie has seven majorroles and 22 supporting parts and,except for the two leads and Irishcharacter Actor Liam Redmond, thecast is all Canadian.

PETERSON PRODUCTIONS LIMITEDTV COMMERCIAL S

Producer is Leon Roth, a formervice-president of the Mirisch Co.,whose films include West Side Story,The Apartment, The Great Escape

and Irma La Douce. Director is IrvinKershner, who directed The HoodlumPriest. Production designer is HarryHorner, winner of an Oscar for pro-duction design on The Hustler andnominated for art direction of Sepa-rate Tables.

Art director is Albert Brennerof New York, who was art directoron Fail Safe and Ladybug, Ladybug.Cameraman is Manny Wynn, fromEngland, who was second unitcameraman on Tom Jones. Also fromEngland is film editor Tony Gibbs,who has been nominated for an A-cademy Award for his editing of Tom

Jones. Sound technician is NewYorker Stan Kasper, whose latestcredits are Black Like Me and Lady-bug, Ladybug.

Production manager is TomGlynn, a veteran of 18 years withCrawley, and wardrobe designer isClaude Bonniere, who has worked onmany Crawley films.

World-wide distribution will behandled by Continental DistributingCo. of New York, which distributesRoom at the Top, David and Lisa, ATaste of Honey and other artisticand box office successes.

Crawley's first feature has beenre -titled Amanita Pestilens (poison-ous mushroom).

TWO PILOT FILMS for a televisionseries with the working title Womenof the World are 'now being producedby Reineck TV Productions, anOttawa -based company formed byAustrian Count Christophe Reineck.With footage already shot in Tokyofor Women of Japan and in Viennafor Women of Austria, additionalscenes for both shows were filmedin Toronto early this month.

Star of the show is Europeanfilm actor Ivan Desny, who is nowmaking a feature in Berlin while thepilots are completed here. He playsa globe-trotting writer who special-izes in articles on women, and insome episodes becomes involved inthe action while in other programshe is a spectator.

Westminster Films' Don Hal-dane directed the shooting in Toron-to - an eight minute scene of a cos-tume ball at the Austrian ambassa-dor's residence, with Robert Christieas the ambassador and Monica Dudleyas his wife, shot at Canadian FilmIndustries' Lakeshore studios; andscenes at Toronto International Air-port and the Seaway Towers bar withCec Linder playing the role of thepublisher.

Plans are to shoot some portionof each show in Canada, and to takeCanadian crews on location shootingin countries which have no esta-blished film industry, while pickingup local crews in film-mak i n gcountries.

News from the film 'front -Television - Industrial -Features - Syndications

A NEW TELEVISION FILM SALEScompany has been formed by GeorgeHarper, who has been with NBC foreight years, the last two and a halfyears as vice-president and generalmanager of NBC (Canada) Ltd. Hewill handle syndication rights to allNBC properties in Canada and alsorepresent Associated Screen Pro-ductions' The Forest Rangers seriesin the U.S. market. For the momentHarper will work out of the NBC andASP offices.

Jim Inch, formerly vice-presi-dent, sales, of NBC (Canada) Ltd.moves up to general manager andwill continue to be responsible fornetwork sales of NBC programs inthis country.

SETTLING INTO HIS NEW positionas sales manager of Canadian FilmIndustries, Ralph Foster reports thatboth lab and studios have beenmodernized and new lab equipmentinstalled under the new management,and there is a great deal of activitysimmering on the laboratory and pro-duction sides at CFI.

Major projects with Foster'sown production company, Key FilmProductions, is a film for the Ameri-can Heart Association, Cine CardioAngiography in Acquired Valve Dis-ease. This is Key's second film forthe AHA. Its first, Cine CoronaryArteriography, won the Golden Eagleaward for CINE (Council on Inter-national Nontheatrical Events) wh ichgoes to all films selected by theCouncil for entry into internationalfilm festivals. The Key film waschosen for the Scientific Film Festi-val in Padua last year.

The films for the AHA are forinstructional use in American medi-cal colleges and the Key productionsincorporate the X-ray motion picturetechnique of Dr. F. Mason Sones,Jr., director of the Cardiac Labora-tory at the Cleveland C linic. Theyare produced partly in Cleveland,mostly in Toronto, where there aresuperior technical facilities. JamesMacKay of Film Design produces theanimation sequences in the Key film§for AHA.

A HANDSOME N E W ELECTRICTimex wrist watch has been present-ed to cameraman Don Gibson "forvalor" in shooting a Timex "torturetest' commercial for Peterson Pro-ductions Ltd. for Ronalds-Reynolds& Co. The filmed commercial took aPeterson crew to Mount Norquay atBanff and in ten below temperatureswith winds howling at 30 knots,Gibson skied downhill at 40 mphwith a Timex attached by a springto one ski, filming as he went andzooming in to an extreme close upon the still -ticking watch when he

came to a stop. The productionhouse filmed 60 and 90 -second com-mercials both English and French.

Don Wilder, CSC, has beennamed vice-president in charge ofproduction at Peterson. He joinedthe company in 1961 as director ofproduction after several years withthe National Film Board and a stintas freelance producer -director -cameraman. He is now responsiblefor all production on the filming ofTV commercials at Peterson.

THE IRON GONDOLA 1964, top a-ward in the third annual Boy ScoutFilm Festival, held in Venice lastmonth, was won by Marathon Jam-boree, produced by AKO ProductionsLtd., Tillsonburg.

The 30 -minute 16 mm color filmcovered the activities of the Cana-dian contingent at the 11th World BoyScout Jamboree in Marathon, Greece,last summer. It was made for theCanadian Boy Scout Association inOttawa, produced and directed byAKO president A. Kenneth Orton,who flew to Venice to accept the a-ward.

Over 70 films were entered inthe competition, and the Canadianentry also won a trophy from theVenice Tourist Board for the filmwhich best promoted tourism in thecountry where it was filmed.

Marathon Jamboree was AKO'sfirst major film production.

NEXT MEETING OF THE Torontochapter of the Society of Motion Pic-ture and Television Engineers willbe held April 2 at CBC's StudioFour. Ray Payne, chief technicalofficer with the National Film Board,will describe the mobile projectionunits which the Board co-operatedin designing and building for use inAfrica, and will have slides of theprojection vans in action.

Cec Johns, technical producerwith CBC-TV, will discuss some ofthe technical growing pains of CBC'sTV operations, their cures, and thepresent system of operation.

Montreal has been set as thesite of the 98th semi-annual techni-cal conference of the SMPTE, totake place there October 31 to No-vember 5, 1965, at the Queen Eliza-beth Hotel.

A $2,500 GRANT' has been awardedto the Montreal International FilmFestival by the Canada Council. Themoney is in support of the secondannual Festival of Canadian Films,held as part of the InternationalFestival from August 7 to 14.


MANANAThree years from now, the youngman who is wondering what hewill be doing three years frothnow, will be wondering what hewill be doing three years fromnow.

CAN'T WINTrouble with being a good sportis that youhave to lose to proveit.

-:Frisky's NewsletterCICI, Woodstock, N. B.

AUDREY STUFFThen there's the gal who wasso dumb, she decided she would-n't go and see the New YorkWorld's Fair this summer butwould wait and see it when itcomes to Montreal.

-:Adapted from CrawleyCommentary

C'EST LAS GUERREI've had more pilots shot downthan the Luftwaffe.

-:Alan King

POETRY CORNERJack and Jill went up the hillTo fetch a pail of water -Or that is what they said theydid -And came down with a daughter.

--:Stop the World. . .

MORE OF THE SAMEThink of it this way - you'renot losing a daughter, but gain-ing a grandson.

. .1 Want to Get Off

DELAYED INERTIASome tasks have to be put offdozens of times before they com-pletely slip your mind.

-:CFAM-CHSM

Activities Report

DEFINITION DEPT.I'm so tired my fingers can hard-ly crawl through the YellowPages.

-:Kevin HolenCFTO-TV, Toronto

LAST DITCHA consultant is a colleague call-ed in on an account at the lastmoment, to share the blame.

1HEADS AWARDS COMMITTEE

People

TWO-TIME ESCAPEE JOINS AMPEX

BOB HINZE, of Philips Electron De-vices Ltd., will join Ampex of Can-ada Ltd. as sales representative,concentrating on Ampex Video pro-ducts across the country. The ap-pointment is effective April 1.

Hinze, a native of .Czechoslo-vakia, is an engineering graduate of

the Technical Industrial College ofBrno, Czecho-Slovakia. He joinedthe Czech airforce in France in 1939and the RAF in 1940.

His Canadian background in-cludes service in Winnipeg with theCanadian General Electric CompanyLtd and in Calgary with the CBC,where he was at the Delay Centre

WESTERN ASSOCIATION OFBROADCASTERS vice-president BillStovin, manager of CICOM Saskatoon,has beer made chairman of the West-ern Association of University Broad-casters Awards for 1964. The awardscompetition is held annually to en-courage student broadcasters inuniversities in the WAB's area.

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when it opened. He was also chiefrecording engineer with MeridianFilms, 1959-61.

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Bob Hinze is 44. He is marriedand has three children. He replacesTom Pressley, who has joined AppliedElectronics (Broadcaster, March 5.)

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March 19, 1964 23

Fred Zimmerman Mgr. CJWA, WAWA.

Bob Norton RCA Victor.

Dave Irwin Chief Engineer Hyland Radio -TV Ltd. Paul Fodder Manager CJIC-FM.

R. H. Ramsay Gen. Mgr. Hyland Radio -TV Ltd.

Another Happy Occasion for CJIC,Sault Ste Marie

Fortune has smiled on this group ever since CJICfirst became associated with RCA Victor with thepurchase of a 250 Watt FM Transmitter fifteenyears ago.

In the interim CJIC has proceeded by orderlysteps in AM from 250 watts to 1000 watts, andfinally in 1959 to 10,000 watts. During the sameperiod CJIC launched TV in the "Soo" with

6 KW ERP on Channel 2 in 1954; ERP wasincreased to 30 KW in 1957.

Now, two long -planned projects, an FM powerincrease to 3.6 KW ERP, and a 1 KW AM satellite atneighbouring WAWA, firmly installs this well knownbroadcasting complex as one of the most influential,effective,and locally popular in Canada. RCA Victorwishes continued success for CJIC-AM FM TV.

RCA VICTOR COMPANY, LTD.Technical Products,

1001 Lenoir St., Montreal 30, Quebec.

THE MOST TRUSTED NAME IN ELECTRONICS

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