on the C BC -TV wrench ROADCASTER€¦ · he has held several positions in ad-vertising, sales...

0"-aea

QUESTION: Program or Ccrimercial? The transition is painless on the musical show "Bras Dessus Bras 3ess-ous0 (Arm in Arm) sponsored by Texaco Canada Ltd., through Ronalds-Reynolds & Co., on the C BC -TV wrenchnetwork. The dancers, singers and orchestra featured in the program appear in the integrated commercials.Answer: Commercial.

ROADCASTEROW Its OUR TWENTY-THIRD YEAR OF SERVICE TO THE INDUSTRY AND ITS SPONSORS

BCAB Convention

Inside French Canada

TV gets Top Billing

4

6

S

Vol. 23 No. 4

TORONTO

February 20th 1964

pre"adru

new, TV Tape RecorderCompact...completely transistorized...

compatible recorder at a budget price!

You can changeyour sights on low-cost TV taping equipment-itdoesn't have to be incompatible!For the first time you can havebudget equipment that's completelycompatible with all standardquadruplex recorders. Fully tran-sistorized for compactness anddependability, the TR-4 providesprofessional broadcast quality.This is a complete quadruplexmachine for both record and play-back. It's standardized and modu-larized for ease of installation andsimplicity of operation. Usesstandard modules (like those usedin RCA's deluxe TR-22 Recorder).Has space for color modules. Acompatible recorder at a compactprice! Completely contained in one33" x 22" x 66" unit.

See the TR-4 before you buy something less!

RCA VICTOR COMPANY, LTD.Technical Products, 1001 Lenoir St., Montreal 30, Quebec

SIGHT & SOUND I

JUDGES FOR THE FIRST MacLarenAdvertising Research Award of $1,000 have been announced by the di-rectors of the Canadian AdvertisingResearch Foundation: Dr. George A.Edwards, Toronto marketing con-sultant; John F. Graydon, presidentof Canadian Facts Ltd.; Dr. D. S. R.Leighton, professor of marketing atthe University of Western Ontario,London.

Entries, with the best theoriticalsolution to a problem faced in themeasurement of media effectiveness,must be submitted by March 31.

CUTTING DOWN FROM SIX to fiveagencies, Lever Bros. Ltd. will dropFoote, Cone & Belding Canada Ltd.The Pepsodent account, with billingsestimated at $500,000 per year, willmove to Needham, Louis & Brorby ofCanada Ltd on May 1. Imperial mar-garine will also leave FC&B, but theagency to take it over has not yetbeen announced.

0

ADVERTISING FOR THE HOMEEntertainment Products Division (TVand hi-fi sets) of Philips AppliancesLtd. has moved from McKim Adver-tising Ltd.to Foster Advertising Ltd.Philips had been with McKim for fiveyears, and last fall moved tape re-corders, appliances and radio toNeedham, Louis & Brorby of CanadaLtd., who already held Philishaveand dictating equipment advertising.

R. C. Baker, vice-president,client services, has overall responsi-bility for the new account at Foster.

A MONTREAL OFFICE has beenIpened by Goodis, Goldberg, SorenLtd. at No.1 Place Ville Marie. Man-ager is Roy Melluish, who moved overfrom Canadian Industries Ltd., wherehe has held several positions in ad-vertising, sales promotion and mer-chandising over the past nine years.

The agency's Montreal clientsinclude CIL, Domtar ConstructionMaterials Ltd., and National Drug andChemical Co. of Canada Ltd. Allcreative work for Montreal clientswill continue to be handled by theToronto office.

NEW PRES IDENT OF BREITHAUPT,Milsom & Benson Ltd. is Douglas L.Breithaupt, succeeding P. S. Milsom,who has resigned to devote more timeto other business interests. Hisshares in the company have beentaken up by the Canadian directorsto ensure continuing Canadian con-trol of the agency.

BM& B also announce the appoint-ment of five new directo rs to theboard: Peter Charles, vice-presidentand director of media services; J. P.Northey, vice-president, finance;W. A. Maas, v -p, client services; EdRoncarelli, v -p, operations; and H.de Quetteville, a director of S. H.Benson Ltd. in England, who replacesR. A. Bevan, CBE.

*

AN EXECUTIVE COMMITTEE hasbeen formed at Baker AdvertisingAgency Ltd. with the appointment ofLeonard 'Sandy' Akerman and DavidE. Gillespie as executive vice-presi-dents, joining president W. R. Bakerin the management troika.

Akerman is responsible for theadministration and co-ordination ofthe creative and production areas,as well as public relations and salespromotion. Gillespie is responsiblefor media and research, business de-velopment and the agency's Montrealoperations. Both are directors of thecompany. With the move upstairs byGillespie, who has been media direc-tor, research director Earl M. Klimanhas been made director of media andresearch. He joined the agency lastyear and is a specialist in psycho-logical research.

Also promoted is Donald 0. Kim-ball, a media buyer for the past twoyears and now media supervisor,Montreal accounts. He will remain inToronto, at least at present, butsupervise media for accounts handledby the Montreal office of Baker andits associate French agency, Publi-cite Chanteclair Ltee.

Dr. Cesare G. Ruscone recentlyjoined Baker as media researchsupervisor. He came to Canada lastyear with a wide background in ad-vertising research in Europe and inSouth America, where he has his ownagency in Montevideo.

You will always find some Eskimos ready toinstruct the Congolese on how to cope withhot weather.

"ACTION CFCNSTAMM" Fan:LIZ

News from Advertising AvenueAbout Radio and Television . . .

Accounts, Stations and People

NEW ACCOUNT EXECUTIVE atMcKim Advertising Ltd. is John W.Van de Kamer, who moves over after

_ .a year as account exec with BakerAdvertising Agency Ltd. and prior tothat was two and a half years withBatten,. Barton, Durstine & OsbornInc. He is on the General Foodsaccount..

6

ADDITION TO THE MEDIA depart-ment at Cockfield, Brown & Co. Ltd.is David Newell, who has been atime buyer with Ogilvy, Benson &Mather (Canada) Ltd. for almost ayear and prior to that was with Spit-zer, Mills & Bates Ltd.'s media de-partment.

WINNER OF BRISTOL-MYERS CO.of Canada Ltd's merchandising con-test is CJAY-TV Winnipeg, withCFCN-TV Calgary and CHCH-TVHamilton close runners-up as secondand third prize winners. Twenty-twoCanadian TV stations took part inthe competition to develop local re-tailer co-operation, increase dis-plays and get local advertising totie in with national campaigns.

BOOKSBy Mail

Canadian Broadcaster219 Bay St., Toronto

First prize is the handsome ME(for merchandising excellence) Cupand $100 cash. Second and thirdprizes are smaller replicas of the cupand $75 and $50, respectively.

ANNOUNCEMENT

CFGM APPOINTMENT

GEORGE M. MACDONALD

Mr. Stewart H. Coxford, Station Man-ager of CFGM, is pleased to announcethe appointment of George M. Mac-donald to the position of General SalesManager.

Mr. Macdonald was formerly SalesDirector of the Radio Sales Bureau. Hehas previously been General Manager ofCKRM Regina and held sales executivepositions in Edmonton and Montreal.

ANNOUNCEMENT

CHAB LTD. APPOINTMENTS

TED. R. KELLY RICHARD J. BOURNE

Mr. George F. Lawlor, Radio Manager for CHAB Ltd., is pleased to announcethe appointment of Ted. R. Kelly to the position of Program Director, CHABRadio, Moose Jaw. Mr. Kelly joined the staff of CHAB as an announcer in1959, and was appointed Production Director in early 1963.

Coincidental with this appointment, Mr. Lawlor announced the appointmentof Richard J. Bourne to the position of Promotion Director. Mr. Bourne joinedthe announcing staff of CHAB in 1962.Both appointments were affective January 15th, 1964.

February 20, 1964 3

BCAB Convention

Irvine heads Broadcast Division of BC Institute

THE LAWS OF LIBEL, beerand wine advertising, newsfrom the BBG and a new scaleof association dues were someof the highlight topics duringthe annual meeting of the BCAssociation of Broadcasters atHarrison Hot Springs February3 and 4. A total of 61 personsregistered, including repre-

sentatives of 17radio stationsand five television outlets.

President Roy Chapman reportedthat the executive had met with theAttorney General of BC in relationto beer and wine advertising. Longdiscussions were had, but it was notpossible to foresee when any changemight be made in the BC regulations.

by DORWIN BAIRD

Liaison with government will con-tinue, with the BCAB hoping that along range project might be success-ful.

Following Chapman's recommen-dation, the delegates voted to reducethe monthly dues for BCAB members,and, as an experiment for one year,to equalize the dues for all sizes ofstations. With no immediate projectin sight in the UBC - BCAB com-mittee, fewer funds will be needed inthe forthcoming year.

EDUCATION AND RESEARCH

Murdo MacLachlan reported thatthe association had maintained a re-lationship with UBC since the mid -50's. In that time more than $60,000was spent in various projects. Theco-operation between the broad-casters and the university had beenexceptionally worth while, he added,and it is to be hoped that it will becontinued with special projects fromtime to time.

(Advertisement)

OFF TO A FLYING START WITH BOAC I

BOAC signs first Stephens & Towndrow FM contract with CFPL/FM.Adding this 52 week contract to those already scheduled onCKY/FM, CHUM/FM and CKGM/FM, advertising manager, FredMiles, commented, "FM gives BOAC sustained low pressure cover-age of the best travel prospects".With Fred Miles are "Bud" Knight of CFPL, FM and Dick Sheppardof S & T F/M. Account executive John Moore of P.F.M.M. in Europeat the Olympic games, at time of photograph.

Over the years the broadcastershave financed several research pro-jects in communications at UBC, aseries of seminars for management,and some night courses for staff andpotential staff members. The adventof the new B.C. Institute of Tech-nology, with its Department of Broad-castCommunications, will move someof the emphasis away from thecampus.

Laurie Irvine, who has beenappointed to head up the broadcastdepartment at the Institute of Tech-nology, reported to the conventionthat his first classes will be accept-ed this fall. Two year courses willbe given to students who have grad-uated from high school with univer-sity entrance requirements. Therewill be a production option and atechnical option, with a total ofabout 30 students to be in the firstclasses.

The institute has a generous in-stallation of modern broadcast equip-ment for both TV and radio. Some ofthe instruction to be given will befrom volunteers from the industry,whose practical experience shouldbe of value to the students.

With his move into the BC De-partment of Education, Laurie Irvinemoves from a long c areer in radiobroadcasting. Starting in Kamloopsin the mid -thirties he moved to CKWX,Vancouver in 1939, where he has re-mained ever since, except for a shorthiatus at CFCF, Montreal, where heremained two years, returning to 'WXin 1961.

His appointment was encouragedby the industry committee of theBCAB which has been working withthe authorities setting up the Broad-cast Communications Department atthe Institute. His will be a full-timepost and he will have one or twofull-time staff members. The rest ofthe lecturing will be from membersof the industry on a voluntary basis.

Irvine goes into his new postwith the confidence of the BC broad-casters, who feel his background inboth production and technical matterswill stand him in good stead in hisefforts to 'train young people towork in broadcasting, not write booksabout it."

LIBEL AND SLANDER

Lew Roskin, CKLG, reported ona study of the laws of libel andslander in BC, one of the provincesthat has not amended these laws togive broadcasting the same generalprotection as is afforded to news-papers and other print media. TheBCAB will press for such a change,inview of the ever present possibilityof defamatory material being broad-cast under innocent circumstances.

Under present B.C. law, whichdates back to 1936, publishers mayreduce the possibility of action beingtaken against them by the publicationof retractions where the alleged libelhad been printed without malice. Theextension of this principle to broad-cast publications has been included

in more recent libel and slanderlegislation in some provinces, in-cluding Ontario. The BCAB willask the government of BC to con-sider similar action.

QUESTIONS AND ANSWERS

Dr. Andrew Stewart, chairmanof the BBG, attended the meeting andsubjected himself to questions fromthe floor for more than two hours. Theinformal nature of the exchange madeit for the most part off the record.Discussion ranged around suchtopics as Community Antenna TV,possible changes in commercial con-tent regulations for TV, separateprogramming for FM, and the futureof the CBC.

Special mention was given bythe BC AB officers to the reap-pointment of Joe Brown of Vancouverto the BBG. Brown, who attended theHarrison meeting, was credited asbeing an active and understandingmember of the board. The conventiongave him a vote of appreciation forhis past services, and congratu-lations for being ohe of the few reap-pointments to the board.

BOOST PROGRAM EXCHANGE

Directors Bill Speers and RayPeters of the BCAB urged themembers to expand their contributionsto and support of the CAB ProgramExchange. The growth of this Ex-change will allow private broad-casters to make a very real contri-bution to national unity an dunderstanding. Jim Allard, executivevice-president of CAB, during hisreport on national activities, alsourged support for the Exchange.

Broadcast News' Charlie Ed-wards was host at a special luncheon,during which he gave a progress re-port on BN's growth. The 'voicereport" is fast becoming an importantservice of BN, and has contributedto the increasing number of nationalnews beats scored by BN, he said.The British Columbia members re-elected Bill Guild of Victoria astheir representative on the BN boardof directors for the next two years.The provincial meeting of newseditors of BN stations will be heldin Victoria in June.

The meeting voted to join withWestern Association of Broadcastersagain this year for a summer meeting.Don Hartford, president of WAB indi-cated that his organization may yetchange its dates to avoid conflictwith other meetings, but that this canonly be done with some difficulty.

(The WAB meeting is at presentscheduled for August 27-9 at JasperPark Lodge. This immediately pre-cedes the meeting of the AtlanticAssociation of Broadcasters at theIsle Royal Hotel, Sydney, N.S., whichhas been announced for August 30 toSeptember 1).

4 Canadian Broadcaster

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

EMp ire 3-5075

25f a copy(Directory Issues, $1.00)

$5.00 a Year$10.00 for Three Years

February 20, 1964. Vol.23 No.4

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

Ottawa

- Vancouver

- New York

- Londor,

Typography and Make-up byCanadian Broadcaster

Lithographed byBickerton Litho

Editorial

What is all the shouting about?

The Board of Broadcast Governors cameinto being in 1957 for the sole purpose of re-gulatingthe broadcasting business, so it wouldbe indeed surprising if regulations were notpassed.

While many broadcasters wince quite oftenat some of the rules which have been put intoforce by the BBG, the industry at large regardsthe governors as a fair-minded and consci-entious group of people, always willing to dis-cuss new measures before they are put to work,and eager not to cripple the broadcasters econo-mically in their efforts to improve broadcastingfrom the public's standpoint.

Unfortunately it is an impossibility for theBBG, designed as we have said, to impose andenforce a code of regulations, to stand still.On the face of it, it might seem practical todraw up a suitable code and then administer itfor the remainder of their years in office. Inactual practice though, this cannot be, becausebroadcasting is the fastest -moving business onearth and changing conditions give the authori-ties a wonderful excuse to change the rulesover and over again.

Right now the question before the houseconcerns the frequency of commercials, a stateof affairs which has brought forth complaintsin the form of angry letters from members ofthe public to the BBG.

The BBG, it would seem, has decided thatsomething must be done about it, and is ap-parently proposing to reduce the number ofcommercials permitted in an hour of broadcast-ing from the present 20 or a time limit of 16minutes to perhaps 17 spots in 14 minutes.(The BBG is going to announce its proposedlimits before the matter comes up at a publichearing March 10).

Before looking into the angry letter angle,it might be well to consider who writes them.

People may curse the commercials, or goto the refrigerator or the bathroom wheneverthey come on. They may even shut off the setand go to bed. But, we respectfully submit,you could put in your eye the number of sane

rd\o'F'5:Frci'Ap,°N-FAI°DiNAsj TALERA010 1:4/1a/

..- r"-;60,. rszwlc-W- %

_rwne.FOR CRicin,rt r Ty/

S SPEAKJ.460G0

tog==

looptv. R e 6 ---"Likl- IC)P4 . 6 toN Oct THE A191

... pAoPe RE -0\ ,,,Aoct--

%

e.., MOPE ROCK 'N' POLL %.

"'N' TORE SYMPHONY 1

'STATION MAN,AGERI \-- AA0R7". MORE TALKS;e Mo, MUSIC !

.

,. "E DRAMA-vv,___ !

"-`) COMMERCIALS!

people who sit down and write angrily to theBBG. So would it be unreasonable to suggestthat the BBG is allowing itself to be swayedin this case by a small group of sub-, or atleast ab-normal people?

As far as the number of spots is concern-ed, is the elimination of four spots or threeminutes an hour really going to make any dif-ference? Will people sit back in their arm-chairs in front of their sets with sighs of re-lief because of this step? Would not a morerealistic approach to the question be to say:"Either we have advertising on our radio andtelevision stations or we don't."

In exploring the second alternative it willbe found that quite a number of people - per-haps even a majority - would prefer to get theirradio and TV programs uninterrupted by com-mercials. (It is rather similar to asking themif they like paying for the movie or going infree).

The next question asked is whether theywould be willing to pay $50 or $100 a year tocover the cost of advertisingless broadcasting.And what is the answer? A resounding "no".

In other words, while people would ratherbe without the advertising, they do not dislikeit enough to make them willing to pay the shotthemselves. So our system, which has alwaysbeen a commercial one, and which is now andalways will be a commercial one, is, if notthe most desirable, at any rate the least un-desirable in the public mind.

So what is all the shouting about?

Nobody, in his right mind, can really be-lieve that the elimination of from two to fourcommercials in each hour of broadcasting wouldhave any effect whatsoever on the all-overimage of radio or television. Total eliminationof commercials would be the only satisfactorysolution.

But somebody has to pay the shot for theprograms. The public won't and the sponsorswill. And, what is more, the public endorsationof broadcasting, commercials and all, cannotbe questioned, in terms of its investment insets and the hours it spends with them.

So what IS all the shouting about?

February 20, 1964 5

Inside French Canada

Programs outrate 'numbers' in station's pitch to admen

BONHOMME CARNAVA L was the honorary host of the CFCM-TV re-ception. He is seen here with Lynn Fcntaine and Jean LeNoir (re-spectively extreme left and riglir) who were responsible for the 100 -

minute taped station profile, "The Eternal Triangle," which was seenand enjoyed by 114 Toronto end Montreal advertising people atCFCM-TV Quebec City early this month. The other two in the toppicture are (second fromthe left) Managing Director Jean Pouliot and(second from the right) Assistant Gene -al Manager and Sales Man-ager Arthur P. Fitzgibbons. In the centre picture are the two menresponsible for the technical production of the Great Tape, left toright, Gerard Fortin, chief engineer and Claude Vezina, technicaloperations supervisor. In the lower picture is one of the three plane-loads of Tororto and Montreal quests snapped on arrival at Quebec.

by DICK LEWIS

FACED WITH DISAFFILIATION from the CBC Television net-work next October, when the Corporation will establish its ownstation on Channel I I in the Quebec capital, CFCM-TV, QuebecCity is not as concerned with its own ability to program inde-pendently in a way which will hold a good share of its thus -farcaptive audience as it is to convince advertisers and theiragencies that this is the case.

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

In the day-to-day life of a trade paper serving the broad-casting field station pitches come and station pitches go.Gatherings of advertising and broadcasting people over canapesand drinks in Toronto and Montreal Hotels are pleasant socialfunctions, where old friends meet and chat, and the guestslisten politely as the host station and its reps, with due apolo-gies for interrupting the festivities, present their pitch - largelystatistical, with innumerable slides and charts - to "sell themarket."

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

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

Statistics were given, but they were given entertainingly,in such a way that they were subordinated to the entertainment,without in any sense losing conviction.

CFCM-TV is faced with two problems as its movestowards:independent operation. First it must become self-sufficient inits programming against the day the network prop will be re-moved. This, in common with most Canadian private stations,it is well able to do. But there is another point.

The second, and perhaps most important problem, is for thestation and its reps to convince sponsors and their agenciesthat here, in their own productions, is a fitting substitute forthe familiar and excelle nt programs of the French Network.Further than this it must sell the idea that the fact that thebulk of their programs are locally produced for their own audi-ence, rather than for the whole of French -Canada offers, froman advertiser's as well as a viewer's standpoint, an extremelyacceptable medium.

To the advertisers,the agencies and the television industryitself, we unhesitatingly commend the CFCM-TV presentation,The Eternal Triangle as we were privileged to see it.

We believe it should be seen by every national advertiserand every advertising agency as will undoubtedly be the case.We believe also that it would be a service to broadcasting if itwere shown at conventions, not as a promotion for CFCM-TV,but as a promotion of a system of promotion which CFCM-TVhas used to sell its French -language programming philosophyto English -language advertisers.


ONE HUNDRED AND ELEVENToronto and Montreal agency menand advertisers and three reportersboarded TCA planes, chartered byTelevision de Quebec Ltee, Thurs-day morning February 6, fora 24 -hourvisit to the Quebec capital andCFCM-TV, at the height of theQuebec Carnival.

This is an annual event, butthis year there was an added purpose.

On October 1, 1964, CFCM-TVwill cease to be an affiliate of theFrench network when the CBC opensits own Quebec City station onChannel 10.

As Managing Director Jean A.Pouliot put it in his address of wel-come:

"I know very well that you knowwe have not flown you all the way toQuebec City during the Carnival,only for altruistic motives. You areso right.

"We expect to get full return forour investment, not by asking forspecial favors, but simply becausewe firmly believe that, after you haveseen our presentation this afternoon,you will realize that we have some-thing to offer which can be of greatvalue to you, and thus to our mutualadvantage.'

Pointing out that they welcomedthe arrival of the CBC, because theybelieved in the basic value of compe-tition, he went on to say: "...asindependent operators, we shall havebetter time periods to offer to ourclients and a better opportunity toproduce the type of programs whichthe public undoubtedly favors."

"...our purpose this afternoon isto show you that we have the physi-cal facilities, the capable personnelas well as the first rate talent, tosupply you with the tools you needin this market.*

This was the cue for the be-ginning of the specially preparedvideo taped presentation, TheEternal Triangle, described in ad-vance publicity as: 'Station Profile1964.'

THE ETERNAL TRIANGLE

What this actually consisted ofwas a tape, one and three quarterhours in length, made up of 124 se-quences.

Program sequences, ranging inlength from two to 90 seconds, werechosen from Tele-4's actual andfuture programs. These were inte-grated with real commercials. Tyingthe whole package together was astory line around a young couple ontheir wedding day.

Throughout the show, the bridehad considerable difficulty in tearingher groom from the third angle of thetriangle, the TV set, in order to al-low the marriage ceremony and en-suing rites to be performed.

The program sequences and seg-ments, as well as the commercials,were part of the "story", representingwhat the groom was watching whenhe should have been standing at thealtar, attending the reception, anddriving off on his honeymoon.

The climax came in the hotel,when the bride had literally to tearoff his clothes to get him away froma sportcast on the TV in the hotelbedroom before she could persuadehim to tear himself from the set andclimb into bed.

(In a personal appearance beforethe audience after the show, thebridegroom rather dispelled the il-lusion when he said "The hell withtelevision.")

STATISTICS CAN BE FUN

Integrating the statistics wasnovel and most entertaining. Averymagnified face of a rep, viz and towit Art Harrison of Hardy Radio &TV Ltd who rep the station, brokeinto the middle of the wedding cere-mony and anywhere else equally asimpossible with:

"Boy this girl is a cutie. Arethere many like her in metropolitanQuebec?' To which a voice from theback of the hall replies: "185,340and there are 172,000 males. Do yourown arithmetic."

"Hey! This girl is French! Bythe way,how many people are Frenchin Metropolitan Quebec?" The reply -"265,200 French-speaking only, 86,700 bilingual."

In the middle of the ceremony:"I hate to interrupt, but I really wouldlike to know what the average salary

is in Metropolitan Quebec." Answer:"Oh shut up!"

After the ceremony: "Would youplease answer my question about theaverage salary?" Reply: 'Accordingto my boss, it's close to $5,000."

"I know there are 82,000 urbanhomes in your market but how manyrural ones do you have?" The answer- "84,000."

And then the final question,posed in the nuptial chamber: "...Iwonder what will be the populationof your coverage area in 1965."Answer: "950,000 people.* for whichHarrison appended: 'Gee girl! Youhave work to do."

"The Eternal Triangle' was thebrainchild of Jean Lenoir, thestation's promotion manager. Jean isa 29 -year -old Parisian bachelor. Heshares the glory with the producer,26 -year -old Lynn Fournier, who graduated from Ryerson Institute in 1960,and was 'put on display" at the CABconvention that year as one of thetop students. At this time he linedup his job with Television de Quebec,where he has been ever since.

Practically the entire staff of thestation turned to for five packedweeks of after hours work to get the124 sequences of local talent ontotape.

Technical credits go to the tech-nical staff, under Gerard Fortin, chiefengineer, and Claude Vezina, techni-cal operations supervisor, for theinnumerable taping sessions and theediting of the finished job.

During 1963, Television deQuebec paid out nearly $175,000 forvarious categories of artists.

The most indicative statisticconcerning the whole presentation%was that 114 posteriors were gluedto an equal number of hard chairs foran hour and three quarters without abreak. There was spontaneous ap-plause at the end of the show, andat the cocktail party which followed,nary a negative comment.

Say You Saw It

in

THE BROADCASTER

"NOTTOOFAROUT"

Margaret and Ken Johnston with their two sons, Brent, 9, and Gary, 15, areanother young family who listen regularly to CJVI in Victoria, B. C.

Margaret, a charming English girl whose quiet good taste is reflected in thecomfortable living room of their home at 4460 Kulshan Place, likes CJVI's program-ming because it's "not too'far out' ". She and Ken particularly enjoy the on -the-spot news reports from around the world, while athletic Gary and exhuberant youngBrent get a kick out of "Fun Time", CJVI's happiest program.

All four Johnstons are "Joe's Notebook" fans, and the musical variety offeredon the station pleases the entire family.

CJVI is proud to number this attractive young Canadian family among itsthousands of satisfied listeners.

JV VICTORIAB.C.

FIRST STATIONIN B.C.'s SECOND MARKET

February 20, 1964

TV Advertising

Limited category list

gives TV top billing

over all media

by BEN HOLDSWORTH

LUNCHEON MEETINGS IN the tele-vision industry in the past severalyears have offered not only rubberchicken and fruit salad. 'All too fre-quently the fare has included speechesfilled with dire warnings.

Television is in trouble , thespeakers say.

Television has become the whip-ping boy for the politicians, for thepressure groups, for the columnistsand the intellectuals, say theseorators.

"Why pick on TV?", they cry.Television is being maligned, roastedwith fire which should be aimed else-where!

Is television in trouble? Let uslook at the facts.

Television came to Canada justfourteen years ago, following a seriesof government hearings, commissionsand edicts during the 1948-51 period.Since that time, the industry - bothgovernment -owned and private - hasgrown in phenomenal fashion by anystandards.

It is today a several times/over$100 million industry.

It is the top advertising mediumin the country.

It has become part of the dailylife and habits of a nation in the shortperiod of actually less than a decade:as anational medium only since 1958!

How can the speakers say theindustry is in trouble?

DE WOLFERECORDED MUSIC

CATALOGUE

This fine, modern and extensivecatalogue of background andmood music is now availablefor listening at our downtownaudition room.

Contact: Miss Viola Wright,846 Yonge Street,Toronto, Ontario.

Telephone: 921-4492

CANADIAN MUSIC SALESCORPORATION LIMITED

58 Advance Road,Toronto 18, Ontario.

Perhaps most striking of all thecriticisms has been the statementthat Television Strikes the LowestCommon Denominator in all it does.This is the essence of many of theaccusations. It is a sob sister whosemost remarkable value is sellingsoap to millions of wretched house-wives.. .

Since TV is so many things, letus limit our analysis at this time tothe advertising side of national tele-vision.This is logical, since so manyof the critics on all sides decry thecommercials!

We asked the Television Bureauof Advertising for its most recentdata on advertising expenditures. Themost widely accepted base for suchfigures is the Elliott -Haynes nationaladvertising analysis,the most recentcomplete year being 1962 - 1963will be available in a month or so.The TvB's figures, therefore, willhave several points of weakness in-evitably;

They are not as up-to-date as wewould like;They represent national advertis-ing linage, and time -and -linecosts, only, and do not includeitems such as locally placed ad-vertisin g, production, or rights,and several categories such asdirect mail;They do not reflect the totalweight of advertising message orexpenditure by individual adver-tisers in such items as display,sales pr omotion, co-operativearrangements etc.

Nevertheless, all advertisers aretreated in the same manner in thismeasurement, with the same basis ofcomparison - the best available atthis time in Canada.

In the year 1962, television ac-counted for 31.4% of all national ad-vertising - Number One by 3.3% overthe next medium, Daily Newspapers.

Here is the ranking by media:Television

$65,678 million

Daily Newspapers$58,868 million

Radio$24,698 million

31.4% of total

28.1% of total

11.8% of total

Week End Supplements820,226 million 9.7% of total

Consumer Magazines$19,548 mill ion 9.3% of total

TOP 50 NATIONAL ADVERTISERSin order of

1962 Expenditures for Time and Space

ADVERTISERS

1. General Motors of Canada

2. Canadian Breweries Ltd.

3. Procter & Gamble Co. of Canada Ltd.

4. General Foods Limited

5. Ford Motor Co. of Canada Ltd.

6. Lever Brothers Ltd.7. Imperial Tobacco Sales Co. of

Canada Ltd.

8. Rothmans of Pall Mall Canada Ltd.

9. Imperial Oil Ltd.10. Colgate-Palmolive Ltd.

11. Kraft Foods Limited12. Kellogg Co. of Canada Ltd.13. Chrysler Corp. of Canada Ltd.

14. Molson Breweries Ltd.,

15. Standard Brands Ltd.

16. Trans -Canada Airlines

17. Campbell Soup Co. Ltd.

18. Coca-Cola Ltd.19. American Home, etc. (including

Boyle -Midway, Whitehall)

20. Government of Canada

21. B. Houde & Grothe Ltee.

22. Sterling Drug Ltd.23. H.J. Heinz Co. of Canada Ltd.24. Canada Packers Ltd.

25. Canadian Pacific Railway Co.

26. John Labatt Ltd.

27. Benson, & Hedges Canada Ltd.

28. Robin Hood Flour Mills Ltd.29. Pepsi -Cola Canada Ltd.

30. Bristol-Myers Co. of Canada Ltd.

31. Javex Co. Ltd.

32. Salada Foods Ltd.

33. Gillette Safety Razor Co.34. Hiram Walker-Gooderham& Worts Ltd.

35. Canadian Industries Ltd.36. Clairol Inc. of Canada37. Nestle (Canada) Ltd.

38. Vick Chemical Inc.

39. S.C. Johnson & Son Ltd.

40. Canadian National Railways41. Distillers Corp. Ltd.42. Shell Canada Ltd.

43. American Motors (Canada) Ltd.44. Hydro Electric Power Commission

of Ontario

45. Kimberly-Clark Canada Ltd.

46. Bell Telephone Co. of Canada

47. Canadian Kodak Co. Ltd.

48. Quaker Oats Co. of Canada Ltd.

49. Philips Electronic Equipment Ltd.50. Canadian Oil Companies Ltd.

TOTAL TVTIME AND LINES

($000)$1,175

1,622

3,995

2,521

749

2,489

910

707

682

1,394

953

1,106

280

526

286

123

609

540

TV PERCENTAGEOF TOTAL TIME

AND SPACE

15.9%

34.6

99.5

70.2

22.4

78.0

29.1

27.2

28.0

65.2

47.0

56.6

15.4

29.9

17.1

7.5

37.7

33.8

1,120,156 74.7

377

379

962

292

390

188

299

411

102

539

460

723

173

740

Nil

426

273

640

438

812

89

Nil521

341

25.3

27.6

71.5

22.1

30.4

15.0

24.0

33.3

9.1

51.9

453.0

73.8

17.7

75.7

Nil

44.9

30.3

71.2

49.2

93.0

10.6

Nil63.8

42.4

417 52.6

433

155

218

344

268

340

55.8

20.5

29.7

47.8

38.8

50.5

NOTE: these measurements are limited o space for print media, time -and - lines for television. Production costs, and rights and talent arenot included. Nor are locally placed or co-operative expenditures throughlocal dealers.

SOURCE: TvB from Elliott -Haynes Ltd.


Outdoor$ 7,400 million

Farm publications$ 5,467 million

Transportation$ 4,238million

Weekly newspapers$ 3,330million

3.5%of total

2.6% of total

2.0%of total

1.6%of total

CATEGORY BREAKDOWN

The most striking single point tonotice in this comparison is thefigure for national television expen-ditures: $65,678 million.

Fifty advertisers make up almosthalf of this!

Fifteen advertisers make upover $22 million of the total!

Who are these dominant adver-tisers?

In the top fifteen televisionadvertisers: four are in the house-hold - soap and detergent category;three are in foods; three are in drugs;one is a beverage advertiser; two aretobacco manufacturers.

Only two of the dominant fifteenare in the hard goods category, andboth are in the Automotive group.

In the next ten top televisionspenders are: four food advertisers;three beverage companies; two auto-motive; one drug manufacturer.

At this point , you may muse,where are the others?

Where are the other important ad-vertisers in other categories? Godown the rest of the list of importantadvertisers in TV and you won't findthe pattern changing to any signifi-cant degree. (See Table).

Where are the insurance com-panies?

Where are the travel advertisers?Where are the major metals in-

dustries? Construction? Textiles?Appliance and White -goods manufac-turers?

Indeed, where are many of thebig industries of the country whohave an interest ip public opinion?(We suppose this means the so-calledinstitutional advertisers of all kinds).

If the critics had said, simply,that television has too few eggs inthe Basket - they would be right!

In the industry, too few agencies,too few advertiser -clients have, evi-dently, taken the medium of televi-sion seriously as a medium to sellproducts other than the consumerpackage group. . . or to promote ser-vices and intangibles.

There seems to be good reasonfor wishing the Television Bureaulots of luck! That is, we hear, thereason for its existence.

Our view is that the advertisingindustry has a job on its hands - acomplete re-evaluation of the mediumof television. It's a way of sellingthat too few advertisers of conse-quence have tried!

Perhaps the critics could changethe tune over the luncheons and thechicken if many more industrialgroups saw the real values of televi-sion - and settled down to businessin recognizing it as it really is - themost effective way of communicationsyet devised!

ACEONsTATioNs.

CPCN0

4

0ao

.11

03

ADVERTISING SPECIALTIES PRIZES FOR QUIZ SHOWS

Pens Pencils Memo BooksHats Balloons Rulers, etc.

F011 TRADE SHOWS-CONVENTIONS,DEALER MEETINGS

NEIL S. O'DONNELL LTD.Free Scripto Pen

if you mention thisntestsad with your enquiry1652 Bayview Ave.

Toronto 17 Tel. 485-0781

COMPLETE PROMOTIONPACKAGES FOR BROADCASTERS__-

' iie AssociatesBROKERS

10 Castleknock Rd., Toronto. HU. 8-8601

RESEARCH MISCELLANEOUS

CANADA'S MOST COMPREHENSIVEMARKET RESEARCH SERVICE

aptt #4414.04,LIMITED

TORONTO - ¶15 Broodr,w A Yi . HO 3-1144MONTREAL - 3290 13.,norchn 5,,,, RA a-5360

411 r,a

CLIFF McKAYIP

UitC.

107 Carlton St. TelephoneToronto EM. 3-3525

FILM SERVICES FLOWERSfor every occasion

WINONA FLOWERSLIMITED

413 Bloor St. E., Toronto, WA. 1-2303

I NDUSTRIAL FILM MAINTENANCETV FILM SERVICE

131 Peter St., Toronto, EM. 2-2501

F urn Procurementand

M onitoring T.V. off airFor Agencies

BOOKSBy MailBook Dept.

Canadian Broadcaster217 Bay St., Toronto

THIS SPACEwill deliver your message

TWICE A MONTHFOR ONE YEAR

for $5 per insertion.

Telephone

AnsweringI gje

- 141) Service

ATU COMPONENTS2 Hour Service

GELECO Electronics Ltd.Phones:

1262 Don Mills Rd., 444 5991Don Mills, Ont. or BA5-2497 Answers your phone

whenever you are awayfrom your office orresidence.

Phone for Booklet in

Toronto Montreal924-4471 UN. 6-6921

SAY YOU SAW IT

IN

THE BROADCASTER

PRINTING

IMPERIAL PRESSiiiyLIMITED

PRINTERSWe have expandedto serve you better.

New Address548 King St. W., EM. 4-9261

Want a Man?Want a Job?

TRY A SMALL ADin

Canadian Broadcaster

0 RADIO -1280 RADIO -1280 RADIO -1280 RADIO -1280

0

a

0

A VOI X DU CANADA FRANCAIS A MONTREAL*

THE MEE OF Flute CARAID/i I

tegig RADIO -1280 RAD10-1280 RA010-1240 RADIO -12800

February 20, 1964 9

The salesman's volume is only the beginningExcerpt from an address to the Advertising & Sales Club of Toronto

by THE HONORABLE WILLIAM HAMILTON

This is the second of three excerpts from Bill Hamilton's recent speech. Originally secre-tary of the Advertising & Sales Executives Club of Montreal, he next was elected to Parlia-ment, where he became Postmaster General in the Diefenbaker government. Now he is in

Vancouver, where he is president of the distillery Park & Tilford Limited.UNTIL NOW I HAVE BEEN discuss-ing a basic philosophy which, if ap-plied, will up -date your marketingprocesses beyond your competitors.Most of you will be too busy - whichis a polite way of saying too lazy ordisinterested - to seek out specificareas for consideration, and you won'tthink this speech is really worth-while unless I do a part of that jobfor you as well.

Therefore, let me go ahead toexplore a few areas where effort onyour part might put you well ahead ofmore people's thinking. I want totalk to you in this connection aboutareas and ideas which are not "farout", but which are now reasonablywell proven and in which work is al-ready being done.

The first is the field of produc-tivity. E. B. Weiss, after a prettycareful analysis, has concluded thata good many salesmen today actuallyonly work a five hour selling week,in the sense that this time is directlyinvolved in productive selling time.

We may argue with this particu-lar figure, but we must agree the grad-ual reduction in the length of thework week, the transfer from com-mission remuneration to salaries forsalesmen, and the increase in thecost of supporting a salesman, havemade golden moments of our sales-men's time from which we must re-ceive the greatest return by makingthem as productive as possible.

In industrial production, this is

KEY

ToBUSINESS

IN THE

WHOLE NIAGARA PENINSULA

DIAL 610Reps.

PAUL MULVIHILL & CO. LTD.Toronto Montreal C KTB

ST. CATHARINES

TELEVISION

CKVR-TV

CJCH-TV

CHOV-TV

CFCL-TV

TORONTO

barrie

halifax

pembroke

timmins

a really hot subject today with a tre-mendous amount of effort being spentin determining what the productivityof labor actually is and how it maybe improved. This is relatively easyto do in the factory because it usual-ly deals with a mechanical, easilymeasured process.

In the case of our distillery inNorth Vancouver, we know to withinone -hundredth of a gallon how muchis pioduced from a bushel of grain,and we can measure with similaraccuracy every other aspect of ourbusiness except our marketing per-formance.

In the area of markets we knowthe number of cases we have shipped,the number of salesmen we have, andthe amount of money we spend onmarketing. However, no matter howhard we work with these figures forthe time being, like all otherbusinesses, our measurements of pro-ductivity in marketing are far lessreliable than our measures of pro-ductivity in manufacturing becauseoutside influences, such as generaleconomic conditions, competition,and a host of other factors directlyaffect marketing efforts.

MARKETING PRODUCTIVITY

Management, however, is gettingaccustomed to the idea that produc-tivity measurement is one of its mostvaluable tools in the manufacturingend, and management is going eventu-ally to demand similarly reliablestatistics from the field of marketing.

The important part is that nomatter what better measures will be

'llou csaar Peat the

eexerS 7deocathaAnd it is particularly true in these markets. When you

buy these Stations selectively you get the type of audience

you want through participations in top rated shows -shows that deliver big audiences at a good efficiency.

Only spot Television provides maximum flexibility and at

the right cost.

MONTREAL

p

developed in the future, those market-ing executives who think today interms of productivity of their salesforce - of measuring output in themost advanced possible way on aman-to-man and unit -by -unit basis -will actually be ahead of their timeand will make more money as a re-sult.

I underline, in my previoussentence, the connection betweenthe "measuring output" and the words"most advanced possible way" be-cause the significance lies there.

Everybody at first thinks theycan measure a salesman's output bythe number or volume of his orders,but that is just the beginning, and noreal measure at all. Such a measuremust be related to what should leproduced, to the man's inherent capa-bility, to outside factors such asyour advertising and your competi-tion, and to other things before youreally end up with a true measurementof productivity in salesmanship.

To show yie how this sort ofthing then begins to bring beneficialresults in its train, let us realize thatonce we begin to measure something,we almost automatically begin tothink about improving the thing weare measuring. Thus, measuring theproductivity of our salesmen's effortsleads directly to thinking about howwe may improve that productivity.

There are two areas in whichthis may be done - the improvementof the customer and the improvementof the sales effort. Generally weassume that one customer, or oneaccount, is just about as good asanother, that all accounts are pro-fitable, and that the intuition of theindividual salesman is all that isneeded to make decisions in thisfield - if any decisions are to bemade.

Actually, a tremendous job canbe done, with the information whichis becoming available to us today insuch detail through computers andin simpler faskion for smallerbusinesses,towards the upgrading ofthe customer roster, the eliminationof less profitable accounts, and im-proved prospecting techniques, pro-vided we can break away from thestatus quo.

Equally, there is room for changeand improvement of the sales effortthrough such developments as moreface-to-face selling time and themore effective use of this time throughimproved presentations, visuals, care-fully planned sales talk, and so on.

Better methods of the selectionof salesmen than are commonly usedtoday will soon be commonplace. Bythe same token, as we become awareof the productivity of our sales forceand the quality of the business whichthe man brings in as well as the

10Catadion Broadcaster

quantity. I feel that the pattern of re-muneration for salesmen will undergosubstantial changes in many firms,so as to reward superior performanceon some more sound basis than com-mission or salary and commission.

Far too many sales executivesare still living in the past, with theirattitudes conditioned by a lifetime ofexperience which commenced in theera of the 'drummer".

A lot of things - mass pre -sell-ing by print and broadcast media, thedevelopment of the corporate imageand the brand image, the injection ofthe technician into the purchasingprocess, are only a few - have radi-cally affected the environment inwhich selling must be carried on,and sales techniques themselves.Only a percentage of management hasyet adjusted to this fact.

Not so many years ago, indus-trial workers had really only twobasic methods of pay: the straightwage and piece goods. Today therehave been infinite refinements 'andrecently, with at least one company,a substantial breakthrough by whicheach worker in this company wasgiven the opportunity to choose be-tween a salary increase and partici-pation in a very substantial share ofthe company's profits. This kind ofthinking willcertainly spill over intomarketing remuneration more than ithas.

OBSESSED BY TODAY

By now you will have concludedthat I am merely telling you thingsyou already know, and in most cases,I think this is right. However, thismeans that it is about time to tell youthe story of the farmer who was sit-ting one afternoon on his front porch,looking out over what was obviously arun-down, not too effectively operatedpiece of property. A bright youngman came along who introduced him-self as the government's local agri-cultural adviser and who launchedoff into an extended discussion ofwhat various changes and new tech-niques could do for this farmer andhis farm. The farmer listenedpatiently until the young man reachedthe point where he asked for the orderby askingthe farmer when he was go-ing to try some of these new develop-ments, and what the expert could doto help.

'Hell, son" the farmer said,'you go bother som ebody else; Iain't farming right now half as wellI know how."

Too many of us are like thefarmer; we know about the things

that are going to come, but we allowour day-to-day problems to so obsessus that we don't manage half as wellas we know how. We b e c osn e en-veloped in the status quo.

Eventually, of course, we do getpushed into these new developmentsin order to keep up with our compe-tition and maintain our jobs. I havenever quite understood why it is thatwe wait for this, rather than beingone of the relatively small groupswho move ahead of the field andreap the very substantial benefitsthis can bring.

LITTLE AT A TIME

Perhaps I might make a sug-gestion here as to how you can dothis, because I realize the difficultyof the day-to-day operating executivewho is all too often overburdenedwith work in finding time for plan-ning and for development. In mymind the way to do this is to breakthe planning and development downinto little pieces and concentrate onthem one at a time.

We have been talking aboutproductivity - the measurement of asalesman's real effectiveness - asopposed to the simple measure ofhow many dollars did he sell or howmany calls did he make.

If you w anted to, you couldsingle out this one area for a sixmonth period and concentrate a cer-tain amount of your attention eachweek on measurements in this areaand how they might be used.

It may well be - it probably willbe - as you begin to think in thisdirection, you will find that even asingle area such as this is too bigand can helpfully be broken downinto segments. For example, arisingout of productivity, I spoke earlierabout improving the customer andimproving the sales effort.. You couldtake one of these for a. month, threemonths, or whatever period of timeis needed by you to research anddevelop and put into action a programto measure and improve performancein a particular segment of your oper-ations - a program which you feelutilizes every bit' of available andup-to-date developments, ideas, andmaterials.

Then you can tackle the nextproject in a similar manner.

Certainly for the operating ex-ecutive to start off and say he is go-ing to produce a 1969 sales forceand marketing operation in 1964 willjust discourage and confuse anyonewho tries it, because the over-all

The trend is to balanced programming

G. N. MACKENZIE LIMITED HAS S SHOWSMONTREAL TORONTO WINNIPEG

1434 St. Catherine St. W. 433 Jarvis St. 171 McDermott

Who was it that described a head cold asrheum at the top?

"ACTION CFCNSTAMM"

RADIO -TVCALGARY

demands of such a proposition arejust too great to be met by a busyman in a short period. Tackled onearea at a time, no matter how smallor limited the area, the job becomesfeasible and practical for any one ofus.

FIGUREMEN VERSUS SALESMEN

To return to those procedureswhich will be commonplace in the1980's, the second main area I wouldsuggest is that of knowledge in de-tail of our business.

To my mind, the great dividingline between the salesman and themarketing executive is in their atti-tude toward knowledge, toward figureanalysis for purposes of control. Thenature of most salesmen - the verything which makes them successfulsalesmen - makes them also skepti-cal about the value of figures thetop marketing executive must haveas guides, and impatient with theiruse.

As Alfred P. Sloan, Jr. - theman who created the greatest businesscorporation of all time, GeneralMotors - said recently in Fortune."There will always be some conflictbetweenthe figure men and the sales-men, since the salesmen naturallythink they can do something about astatistical situation, as they oftencan.' Nonetheless, the existence ofa situation, its extent, and themeasurement of whether or not any-thing is being done about it and howsuccessfully it is being done, mustalways be reflected in figures. Theyare the primary tool of management,so that the marketing executive ofthe future will depend to an ever-increasing extent on statistical in-formation which is made available tohim by all the wonderful and complexsystems which are actually availabletoday.(NOTE: In the third and final ex-cerpt from this speech, which willappear in our next issue, Mr. Hamil-ton explqres the new function of thecomputer in today's business).

RADIO NEWFOUNDLAND

CM *cji CM C -:j I CM/0, 000 watts MAW watts t,000 watts

"BEST BUY IN Sad` ut eagarld:'ask the all Canada man

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

February 20, 1964 11

ATLANTA

551

What's Atlanta to do with it?

Easy.

Atlanta's one of the 11 All -Canada Radio branches in NorthAmerica busily selling time . . .

national time on 43 prime Cana-dian radio stations in all first,most second markets.

A -C stations deliver half ofall Canadian households, morethan half total national retailsales!

And FYI, here are the 11branch offices that uphold A -Csupremacy in Canadian radio sta-tion representation.

MONTREAL922 Dominion Sq. Bldg. - UN. 1-5656

WINNIPEG287 Broadway Ave. - WH. 2-6861

CALGARY1230 17th Ave. S. W. - 244-2455

VANCOUVER1161 Melville Street - Mu. 4-7461

NEW YORKNo. 518 10 Rockefeller Plaza -

246-1425

DETROITSheraton -Cadillac Hotel - 961-5438

CHICAGONo. 1528 333 North Michigan Ave.,

372-2528

SAN FRANCISCO58 Sutter Street - 362-7159

HOLLYWOOD6331 Hollywood Boulevard -462-6676

DALLAS511 North Akard Bldg. - 747-3723

ATLANTANo. 422 1371 Peachtree Street,

875-6644

TO REACH

ALL CANADATALK TO

ALL CANADA

All -CanadaRadio & Television

Limited

HEAD OFFICE: 1000 Yonge St., TORONTO

OVER THE DESK

NOW WELL INTO HIS SECONDYEAR as manager of the CAB Pro-gram Exchange, headquartered inToronto, Gerry Acton has acquired agood knowledge of what stations arelooking for in the line of programs.

Every station did not reply to aquestionnaire he sent out last fallbut a fair cross section did - enoughhe feels, to act as a guide.

What seems to be needed morethan anything else is short "drop -in"material.

This means little features -"featurettes" he calls them, - run-ning one or two minutes, as many asfive a day, dealing with lighter things.Some of the suggestions along theselines were: the lighter side of thenews, short editorials on nationaland international issues, "did youknow that?" (people, places, thingsevents), odd "situationals" with apunch ending, fashion tips, careerguidance, criticism of Canadian arts.

Quite a number of stations reply-ing to Gerry's quiz commented favor-ably on the fifteen half-hour Barber-shop Harmonies, each distributed bya different station. Another musicalproject, a library of 22 Christmasselections, went down very well dur-ing the season.

CKLW Windsor's interviews anddiscussion, which they contribute,have gone down very well, Gerrysays, with at least 25 per sent of thestations using them.

Included in these to date are aninterview with Dr. George King,founder and chairman of the Aether-ius Society, which communicates withflying saucers; a discussion with pro-fessors of the University of Windsoron the world effects of the assassi-nation of President Kennedy; an in-terview with the Windsor Bulldogs,the hockey team which toured Russialast fall.

Considerable interest has beenshown in several quite serious news-magazine series, such as DatelineLondon, World Report, both producedby the BBC; documentaries and con -

ANNOUNCEMENT

APPOINTED TO STOVIN-BYLES PRAIRIES REGION OFFICE

HAROLD OLSON KRISTIN OLSONTwo new appointments to the Stovin-Byles Prairies Region office

at Winnipeg, are announced by President W.D. "Bill" Byles.

Harold Olson who becomes Manager, Prairie Region has, for thepast six years been associated with one of the most successful televi-sion stations in the West. Prior to this he spent many years in local andnational sales, and marketing throughout the Prairies.

Miss Olson, in the capacity of Assistant Manager will handle stationand agency services for Stovin-Byles on the Prairies. Miss Olson alsohas a background of six years in broadcasting.

The Stovin-Byles Prairie Region offices are now located at 1440Raaelje, Polo Park, Winnipeg. Telephone 722-2714.

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

certs from the United Nations and aweekly program on popular sciencefrom the Radio Nederlands.

Gerry says he finds his job in.teresting and encouraging. He doesfeel, however, that most of thestations contributing programs sofar are from. Ontario, and he wouldlike to urge both eastern and westernstations to climb on the bandwagon.

French -Canada is beginning tocome into the picture. CJMS, Mont-real, is providing a program calledEclairez-moi s'il vous plait, a halfhour daily program in which twopriests, Pere Hogue and Pere Lafor-tune answer questions phoned in bylisteners on moral and spiritualmatters. Eight French -languagestations are using this program, andthese stations' listeners are begin-ning to write in questions for thefathers to answer.

Gradually Gerry is gathering ad-vance obituaries on noted people,ans was able to supply his memberstations with a tribute to Pope JohnXXIII at the time of his death. Thiswas pre -produced and recorded. byCFCF, Montreal.

ACA, GOLD MEDAL

A HEADLINE EVENT in the worldof advertising is each year's pre-sentation, by the Association ofCanadian Advertisers, of its annualGold Medal Award for presentationat the ACA convention, which takesplace this year at the Royal YorkHotel, Toronto, April 27-9.

Awarded for contributions toCanadian advertising, winners arechosen by an Awards Jury, made upof representatives of the Associationof Canadian Advertisers, the Cana-dian Association of Broadcasters,the Canadian Broadcasting Corpora-tion, the Canadian Daily NewspaperPublishers Association, the CanadianWeekly Newspapers Association,the Graphic Arts Industries Associa-tion, the Outdoor Advertising Associ-ation of Canada and the PeriodicalPress Association.

The jury chooses the winnerfrom nominations it receives frompeople in all fields of advertising,and asks that such nominations bemailed to ACA headquarters by March11, 1964.

The address is B. E. Legate,Association of Canadian Advertisers,85 Richmond Street West, Toronto 1.

Nomination forms can be 'obtain-ed from Ernie Legate.

There was one other thing I want-ed to say. Oh yes! Buzz me if youhear anything.


TV and Press co-operate in programPEACEFUL CO -EXISTENCE be-tween newspapers and television asmedia of information and educationwas illustrated on CFCF-TV's Let'sFind Out this month. The programdemonstrated that the two forms ofjournalism - print and electronic -support each other, with TV provid-ing immediate impact and news-papers developing the news in detailand depth.

The program opened with scenesfilmed in the library of a high schoolwhere two students are readingMontreal Star coverage of events inthe Panama Canal area. The nextsequence showed the pupils in classas their teacher explains the CanalZone and U.S. control there, andthen leads into a discussion of theannexation issue in Montreal. Theclass then starts work on the Star's50 -question c u r r en t events test,planned by the paper's public affairsdepartment.

In part two of the show, anothergroup of students was given the testin a CFCF-TV studio, and theanswers were presented in tele-vision's inimitable fashion, withstory after story told on film, video-tape, by Relay satellite, stills,slides, painting, contemporary car-toons and graphics.

The program wound up with abrief resume of the work of the news-paper's public affairs department,and interviews by Let's Find Outhost Steve Montague with thestudents about researching in printafter being motivated by television.

PIONEER PASSESA PIONEER OF THE CANADIANfilm and television scene, Oscar C.Wilson, 61, died February 8 in hospi-tal in Torortto following a stroke. Atthe time of his death he was consul-tant on television films for the CBC-TV network, having resigned as man-ager of TV programs on film almost ayear ago.

Mr. Wilson became interested infilms in his youth in Vancouver andwas active in the film society move-ment there. From 1938 to 1942 hewas the first permanent secretary ofthe National Film Society, now theCanadian Film Institi:te, in Ottawa.

In 1942 `O.C.' joined the CBC asassistant supervisor of school broad-casts. In 1949 his background andknowledge of films led to his desig-nation to prepare for the advent oftelevision, advising on equipment andsources of filmed pr ograms. Hesupervised the film department ofCBLT Toronto in its first year on theair and in 1953 was made the managerof the CBC-TV film service, to de-velop a network film service.

Mr. Wilson, who was born inEngland, is survived by his wife,Elsie, his mother, and a son, Warren.

ExperiencedRADIO NEWSCASTER

requiredBackground in writing andreporting as well as on -air.Information, tape andpictureto:

BOB WOODCFC 0 -RADIOChatham, Ont.

Films of the experiment in theuse of newspapers and television ascomplementary media will be pro-vided to educators across Canadafor screening and furtherdiscussion.'The program is an example of 20thcentury co-operation in the field of'viva voce' education,' saysCliffordBrown, producer of the weekly Let'sFind Out series.

The older a man gets, the farther he had towalk to school as a boy.

ACTION CPCNSrATINS!" CALGARYRADIO

-TV

This remarkable devicecan help prevent a 17 billion dollar robbery

Hurry. The robbery is taking place now. And tomorrow. And the day after tomorrow. But youcan stop it if you act quickly. Simply follow these instructions: 0 Phone the CBC. Ask themabout availabilities on their 8 owned and operated TV stations. (They're called the Big SevenPlus One and they're located in the major markets across Canada. Plus one station in CornerBrook Nfld.) 0 Jot down some of the more staggering facts. For instance, that these eightCBC 0 & 0 stations blanket 60% of the TV households in Canada. And that one phone is allthat's needed to fill you in on availabilities for all of the Big Seven Plus One. (Same goes forinformation on programming. Ratings. Audience information or market data). One Phonecall. A few minutes. That's usually all it takes. A CBC rep will have all the facts on your deskthat same afternoon. 0 Next, approach your clients. Explain to them that if they're not advertisingon the Big Seven Plus One, they're robbing themselves of a share of 17 billion dollars. (The neteffective buying income of the area covered by these stations). 0 If more proof is asked for,show them our rating data. (It's very impressive). El And, for the finishing touch, produce a listshowing the cost per M situations offer:.d by the Big Seven Plus One. (They're ridiculouslylow). So low in fact, you might even call them .. . a steal. 0Oops.

C S CBC NATIONAL SELECTIVE TV SALES - CBUT Channel 2 Vancouver/CBXT Channel 5eilk Edmonton/ CBWT Channel 3 Winnipeg/ CBLT Channel 6 Toronto/CBOT Channel 4 Ottawa

gur CBMT Channel 6 Montreal/CBHT Channel 3 Halifax/CBYT Channel 5 Corner Brook (Nfld.)


CUTS & SPLICES I

FIRST MOVE INTO PRODUCTIONin Canada by MCA is a series of sixhour-long documentaries on comedy,a co -production between MCA'sRevue Ltd. (Canada) and the CBC.Johnny Wayne and Frank Shuster arehosts -narrators of the specia 1 s,which are titled Wayne and ShusterTake an Affectionate Look at . . .

The first affectionate look is atW. C. Fields; second show is onAbbott and Costello; then Jack Ben-ny; the Marx Brothers; Bob Hope;and the final show will be an affec-tionate look at Burns and Allen,perhaps with a glance at Olsen andJohnson. The comedians analyze thecomedians via film clips and somestills.

Shooting is being done at CBC'sstudio seven, with CBC crews underMCA's executive producer Gil Rodin.Rodin's TV credits include the BobCrosby Show for CBS for five and ahalf years, the Eddie Fisher Showon NBC for one year, five color spec-ials for NBC's Ford Startime, a FredAstaire special, a Jack Benny spec-ial, and the syndicated Liberaceseries. From Toronto Rodin movesalong to Australia for a similar co-production deal there, to star JackBenny.

ADVERTISING AGENCIES are call-ing Screen Gems (Canada) Ltd. toask for screenings of the pilot of theMoxie Whitney Show, general managerRay Junkin says - a reversal of

roles which has the company veryhappy.

After viewing the pilot, ScreenGems signed Whitney to a three-yearcontract, confident that the showwill sell for the coming season andbecome a hit.

The pilot was taped early thismonth, a half-hour of the music ofMoxie Whitney and his orchestra withsinging star Margaret Whiting, in theposh Imperial Room of the RoyalYork.

Whitney is emcee of the show,which will feature the entertainercurrently appearing in the ImperialRoom whenever possible, and at othertimes a star of the same high calibrewill be signed as a guest. ProducerSelig Alkon, who also prod u c esScreen Gems' The Pierre BertonShow, plans to have a celebrity tableto stop the cameras on their pan overthe dancers and around the Room, towhich visiting entertainers and the-atrical people would be invited.

HERSHEL HARRIS, vice-presidentand general manager of ITC of Can-ada Ltd., has been named to theboard of directors of the parent com-pany, Independent Television Cor-poration. He joined the Canadiansubsidiary in 1959, was made gener-al manager in '61, and was electedveepee last year.

CANASTA R FILM PRODUCTIONS EXPANDS ANIMATION FACILITIES

MARY ELIZABETH EDGAR BARRY HELMER

Two new artists, both from Winnipeg, have been added to the CanastarRoster. Canastar is a division of KVOS-TV (B.C.) Ltd. Miss Edgar, bringsa wide background of art experience to the slide, film and animations de-partment. From catalogue art in Winnipeg, she progressed to commercialart in Toronto: and five years free-lance in the Eastern cities. Versatile,enthusiastic "Liz" brings afresh approach to animation and slide film work:plus the undeniable feminine intuition in a formerly all -male department.

Barry Helmer, also from Manitoba, has settled his wife and three sons onthe slopes of North Vancouver. Barry was co -director in 1954 of a NationalFilm Board production "Riches of the Earth", an award -winning film aboutgeology in Canada. In '58 his Television Art work for Plymouth Compnaywon acclaim in the Art Director's Show, in Toronto.

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

ITC series for the upcomingtelevision season include: a newhour-long Danger Man, starring Pa-trick McGoohan, an adventure serieswhich went over well in a half-hourformat on CBC TV a couple of yearsago; Sentimental Agent, a series ofhour-long shows starring CarlosThompson as an import-export busi-nessman involved in foreign intrigue;another series of The Saint, starringRoger Moore, the first series ofwhich is now on CBC-TV; and Sting -Ray, a new half-hour by the creatorsof Supercar and Fireball XL -5,featuring the electronic puppets.

IN A YEAR-END STATEMENT is-sued to Fremantle Internationalofficies in Canada, Britain, Australiaand Italy, company president PaulTalbot said the distribution firmplaced a total of 5,750 hours of filmTV programming in 41 countries inall six continents. The company isalso producing over 100 hours a weekof live programming, through anagreement with Bert Claster Produc-tions, creators of Romper Room andother live -local formats.

In 1963 Fremantle also movedinto co -production - with the Austra-lian Broadcasting Commission andPacific Films on a series of 39half-hour adventure shows calledMagic Boomerang, and with the RA Iin Italy on a color series on Egyptianhistory titled The Secret of thePharaohs.

Leading in new film sales in1963 were the first and second seriesof Biography,placed in 13 countries,while old stand-bys such as Hop -along Cassidy, which has been dis-tributed by Fremantle for over tenyears, continued to sell. The com-pany distributes a total of 126 series.

"We are planning several inno-vations in the field of internationaldistribution and production for 1964and 1965," Talbot's review promised.

SEVEN ARTS ASSOCIATED will re-lease a second series of 13 one -hourTV Concert Specials featuring the104 -piece Boston Symphony Orches-tra, Canadian general managerCharlie Chaplin has announced. Theinitial 13 -week series has been shownin more than 40 cities in the U.S.and Canada and is now being re-released.

THE SCHEDULE OF PAPERS FORthe 95th technical conference of theSociety of Motion Picture and Tele-vision Engineers has been announcedas follows:

April 13: morning, Motion Pic-tures, Television and Education;afternoon and evening, TelevisionEngineering and Production.

April 14: morning, LaboratoryPractice or Television Engineeringand Production,concurrent sessions;afternoon, Photoinstrumentation, in-cluding Medical Photography; even-ing, The Motion Picture Industry inthe Soviet Union

April 15: morning, EquipmentPapers and Demonstrations; after-noon, Sound Recording and Reproduc-tion or Instrumentation and High -Speed Ph o togra phy, concurrentsessions.

April 16: morning, SpecialPhotographic Effects and Cinemato-graphy or Instrumentation and HighSpeed Photography, c o n curr en tsessions; afternoon, Special Photo-graphic Effects and Cinematography;evening, Time -Lapse Photography.

April 17: morning, Small -FormatFilm; afternoon, Projection Prac-tices.

The conference is being held atthe Ambassador Hote 1 in LosAngeles.

THE CANADIAN HIGHWAY SafetyCouncil estimates that CHSC safetymessages have been seen on televi-sion 7,500,000,000 times since 1960,through film.

Four years ago the CHSC hadCrawley Films Ltd. produce five 60 -second TV films on road s afetywhich were supplied to every TVstation in Canada. As new stationswent on the air; prints were sent tothem, and as old prints wore out, newones were provided, and it's estima-ted these have been shown 5,000,000,000 times.

Since then the National FilmBoard has produced five cartoonswhich carry the CHSC credit; thePan AmericanCoffee Bureau has pro-vided one film; two films producedfor the Rubber Association of Canadaare being shown withCHSC approval;and another film on frost shields al-so mentions CHSC approval; andthese account for another estimated2,500,000,000 TV exposures.

lo

THE MONTREAL PRESS Photo-graphers Association has named EdO'Neil of CFCF-TV as Cameramanof the Year for 1963 in its annual TVNews Film competition. There were51 entrants in the contest, in which159 film clips submitted quarterlywere judged in three categories ofspot news, general news and featurenews.

Out of a possible 360 points,the CFCF-TV supervisor of photo-graphy had 165 points. Second placewent to Jim Grattan, formerly of CF -CF -TV and now with CBC-TV, with150 points. Mike Brociner, formerlywith CFCF-TV and now free-lance,was third with 135. Honorable men-tion went to Jean Laurence of CFTM-TV, who had 95 points.


Committees? What do they achieve?by ERNEST BUSHNELL

The rumor factory has it thatanother Parliamentary Committee toexamine broadcasting may be swing-ing and singing in the next session.If this develops - and it likely will- then it would appear that either theTroika (Dr. Stewart*, Mr. Ouimet**and Mr. Jamieson***) have not beenploughing in the same fields or, ifthey have, have done little more thanstake out a few headlands. Eventhat much might be regarded, by some,as commendable.

Having been associated, in alesser or greater degree, with 15Parliamentary Committees and threeRoyal Commissions, let me say cate-gorically that, in my judgment, if theperformance and the end results ofmore than a handful of them haveproduced much of tangible benefit toprivate broadcasting, - consideringthe industry's size, scope and re-sponsibilities, as well as its effecton the public mind over the last twodecades, - I must have been livingin Rip Van Winkle land.

Why is this so - if it is so?Committees on broadcasting in

the past have been set up by Parlia-ment primarily to examine the affairsof the CBC. Seldom has a privatebroadcaster, or representative of anysegment of the private broadcastingindustry, been allowed to do morethan present one short brief and beengiven a part of a two-hour committeesession to provide answers to a fewdamn silly questions, which for themost part were asked by somemembers of the Committee who knowless about broadcasting than theaverage seven-year old child.

If you don't believe me, readHansard! Even the most competentof CBC officials at times have beenbadgered, bullied and bewildered, byone or several parliamentarianswhose sole interest seemed to be toget "on the record" on behalf ofeither a local boy who, it was claim-ed, was a better cowboy announcerthan "some fellow from the UnitedStates who didn't know one end of ahorse from another" (a good exampleof the pot calling the kettle black),or by the member from North Inca whodemanded full CBC service for alltwo thousand of his electorate. Whatblooming tripe!

If that is what is likely tohappen again - and I predict it willif someone doesn't start claiming"foul" before the brawl begins - thenI suggest another Parliamentary Com-mittee will be a waste of time exceptfor the CBC and its supporters, theCanadian Radio League, the Cana-dian Federation of Agriculture, theCanadian Labor Congress and suchlike, all of whom will be whipped intoaction by Mr. Ouimet - and Mr.Fraser.

I had the temerity to refer toprivate broadcasting as an "industry".Mr. Massey in his report made it quiteclear that broadcasting must not beregarded as an "industry". Why. not?It's certainly not an Art Gallery, orthe National Museum - or the Minteither, for that matter! The service,be it radio or TV, received by a sub-stantial majority of Canadians isprovided by private capital and is

supported solely by advertisingdollars. Advertising is a legitimatebusiness and is probably one of thevertebrae of our economic backbone.At least it's a part of the fabric, thewarp and woof, of business as we inthe western world know it today.Then why can't an important segmentof our method or selling goods andservices be regarded as respectableenough to call itself an industry -and no pussy footing about it? Thisis a theme which could be developedat greater length and maybe someday when the embers are cooler I'lltake a whirl at it.

But should the industry be per-mitted to speak its piece before manyof the Members who used broadcast-ing as one method of getting elected?I suggest, indeed I recommend, thatnot only the CAB but the ACA, theCAAA, the C.C. of C. and otherworthy organizations (who claim tobe protagonists of private enterprise)should demand (not just request) thefullest opportunity to express theirviews on what in their consideredopinion should be a right and propercourse of action for their elected re-presentatives to recommend.

Better step up to the plate, boys,before the umpires rule you out ofthe game.

One bright note to close on.While I don't envy the job of Dr.Stewart and his associates in beingpitched into this kind of a fracas, Ifeel confident that at least the pri-vate segment of broadcasting willreceive fair play. May I remind youthis may be the first ParliamentaryCommittee on Broadcasting for whichboth the rules and the play will nothave been called by one side? Per-haps for too long we as private broad-casters have been playing underOlympic rules - no body checks - no"nothin" but conduct befitting gentle-manly amateurs.

-:from CJOH-TV 'Reports.

FM Sales

Alton heads Hardy divisionEVIDENCE THAT another group ofFM radio broadcasters is interestedin the commercial development of FMcomes to light with the announce-ment, by Hardy Radio & TelevisionLtd., of the appointment of GeneAlton as director of the FM Divisionof that rep house. He will be station-ed in the Hardy office in Toronto,but will also be taking care of theirMontreal FM business.

Alton, who is hi -lingual, havingspent the past five years as chiefannouncer and news director at CKMI-TV, Quebec City, has a backgroundof 19 years in radio and television,including writing, producing, promo-tion and announcing. He has beenwith CFAB, Windsor, N.S.; CJLS,Yarmouth, N.S.; CKCW, Moncton,N.B. and CKDH, Amherst, N.S.

He starts out with the four FM

stations on the Hardy list. Theseare CHFM-FM, Calgary, an FM -onlystation; CHRC-FM, Quebec City,French -language offshoot of CHRC-AM; CHIC -FM, progeny of CHIC -AM, Brampton and CKLC-FM, alliedwith CKLC, Kingston.

Hardy thinking is that FM is anentirely different medium from AMand TV, and so the FM Division isto function independently of theothers.

At least in part, the three FMstations will be programming apartfrom AM. Actual programming_poli-cies have not been announced, butthe intention is to aim at the morediscriminating audience traditionallyattracted by the type of programsusually broadcast on FM.

Alton hopes to draw on his ex-perience in the programming field byworking in close liaison with stationprogram people, in order to evolvethe kind of shows which will appealto the listeners at whom they will beaimed.

SAC NAMES COMMITTEE

NEW MEMBERS OF THE CAB salesadvisory committee(radio) have beenannounced by Bill Brennan, directorof sales for CFRB and CKFM, whowas recently appointed chairman ofthe committee; Fred Arenburg, CHNSHalifax; Mel Cooper, CKNW NewWestminister; J i m Grisenthwaite,CKCK Regina; Jean -Paul Lemire,CKCH Hull; Jack Jackson, CJOYGuelph; Richard Diesel, CKTB St.Catharines; Gord Garrison, CKLBOshawa; Arthur Harrison, Hardy Radio& Television Ltd., Mike C. Callahan,Air -Time Sales Ltd.; and BillStephens, Stephens & Towndrow Ltd.


G. N. MACKENZIE LIMITED HAS S SHOWSMONTREAL TORONTO WINNIPEG

1434 St. Catherine St. W. 433 Jarvis St. 171 McDermott

Memo from Radio -Television Reps Ltd.

to Art Shortell andJim Findlay,

CKSA-Radio,Lloydminster.

Recent BBM shows big increase in householdslistedng by half-hour periods. Looks likeyour area is growing and likes you as itgrows.

GORDON FERRISRadio -Television Reps Limited


TIDES & TRAILS APPOINTMENT

JOHN BARLEEVantel Broadcasting Company

Ltd. announces the appointment ofMr. John Barlee as Manager of Tides& Trails. Formerly General SalesManager of CK PG -TV, Prince George,B.C., Mr. Barlee was most recentlyCommercial and General Manager ofIndependent Broadcasters Inc.,Spokane, Washington, U.S.A. Tides& Trails is sponsored by Rothmansthrough F.H. Hayhurst Co. Ltd. andis produced by CHAN-TV, Vancouver,for 23 western Stations.

Say You Saw It

in

THE BROADCASTER

"Romper Room"

Think Tokyo's tough?--Try Toronto!HOW TOUGH A MARKET isToronto for the program peddler?Well, it would seem that it's atougher nut to crack than NewYork, Tokyo, Aberdeen, Brisbaneand Anchorage, just to name afew. In its eleven -year historyRomper Room, the syndicated live

TV kindergarten, has crackedover 100 markets in the U.S.,more than a dozen in Canada,made the grade in Australia, Ja-pan, Scotland, Mexico, PuertoRico and Venezuela, but only justlast month broke into Torontowith CFTO-TV.

The program was created elevenyears ago in Baltimore by BertClaster,a vaudeville impresario, andhis wife Nancy was the first RomperRoom teacher. Since then "MissNancy" has trained over two hundredpersonable young women to be thelocal teachers on what is believed tobe the only television program thatis syndicated live, produced with

STELLAVOXWORLD'S SMALLEST STUDIO QUALITY

TAPE RECORDERLess than 6 lbs.

As convenient to use as a miniature camera. RADIO AND SPECIAL EVENTS TV INTERVIEWS

NEWS REELS

Write for prices and information

PAYETTE RADIO LIMITED730 ST -JAMES W. MONTREAL 3

sets, props, scripts and special ma-terials created in the Baltimore head-quarters.

Canada was the first country toimport Romper Room - the show isinto its fifth year on CKCW Monctonand is still going strong - and PuertoRico followed. Then last year Fre-mantle International took over inter-national distribution and the programgrew into a world-wide property withan estimated audience of six millionpre-schoolers. England and Brazilare next on the list of markets tobreak into.

No matter what language thescripts are translated into, the showis called Romper Room everywherebut in French -Canada, where it isLa Jardiniere, though sometimes itslips out as Lomper Loom in Japan.There the program is produced incolor on the network, the only in -

auditions. Applicants in the hundredsare the rule, Fremantle presidentPaul Talbot says, there were 700girls from all over the U.K. vying forthe post in Aberdeen, literally thou-sands of applicants in Japan.

Big test in the auditions - andlater, on the air - is six children,four or five years old, who appearlive on the show each weekday fortwo weeks and then 'graduate' tomake room for more young fans. InBrisbane, Talbot reports, one womanregistered her as -yet -unborn child toappear on the show four or five yearslater.

And it looks as if the programwill still be flourishing then. Accord-ing to Talbot, it is the highest ratedmorning show in all Australia - inJapan, where it is on seven stations,it is the highest rated morning showin the country - in Aberdeen, where

REFRESHMENT TIME on 'Romper Room" is becoming a universal milk -break for pre-schoolers as the program moves into more and more interna-tional markets. Here six Japanese youngsters enjoy milk and cookies withteacher Midori Namiki on the Japanese edition of the program.stance in which the show isn't strict-ly local, and the children's favoritesDo Bee and Don't Bee are calledNiko-chan (happy smiling child) andand Komata-chan (naughty, grumpychild).

Do Bee and Don't Bee - Do Beea milk drinker, Don't Bee a milkleaver - perhaps sum up the program,which is designed to educate childrenin a happy playtime atmosphere. Theylearn the alphabet, manners, studynature, paint, but they also marcharound banging pans with woodenspoons, ride their Romper Room stickhorses (it's a merchandising mint,but the angle is never overplayed),and play in sandboxes.

Leading all these activities is'Miss' someone. On CFTO-TVToronto it's 'Miss Sarah', SarahThompson, who taught Romper Roomfor a year and a half on neighboringCHCH-TV Hamilton. She won theposition in heavy competition - 631young women answered Fremantle'snewspaper advertisements, 104reached the personal interview stage,and a dozen were given on -camera

the time slot had a TAM rating ofthree (four or five before RomperRoom), it rose to nine the first weekand after ten weeks was up to 18 or.19.

With no ratings to go on as yet,CFTO-TV turned to its mail countfor an indication of the program'sinitial impact and reports that afterjust one week on the air, there's ayear -long waiting list of youngsterseager to appear on the show.

BBM PASSES 400 WITH TvB

FOUR HUNDRED AND FIRST mem-ber to join the Bureau of BroadcastMeasurement is the CTV TelevisionNetwork Ltd. This is a record all-time high in membership for BBM,which proudly refers to the 401 fig-ure as a 'spectacular achievement"and "an unqualified vote of confi-dence for which we are very grateful."

At the time of writing , BBMmembership includes 198 radiostations, 56 television stations, 18rep firms, 75 advertising agenciesand 72 national advertisers.

16Canadian Broadcaster

Alberto Culver

TV advertiser sees big new bucks for radio in CanadaBIG DOLLARS FOR CANADIANradio were forecast by LeonardH. Lavin, president of the Alberto-Culver Company, in Toronto thismonth to speak to the Radio andTelevision Executives Club. Thecompany, through Cockfield,Brown & Co. Ltd., is testingradio's effectiveness now - with20 to 30 spots a week for Com-mand Hair Dressing on CKNWand CFUN in Vancouver - and"if it works as well here as inthe U.S., we'll spread acrossCanada as soon as possible,"Lavin said.

The company tried radio for thefirst time in the U.S. eight monthsago, airing commercials for Commandin six test markets, and "in threeweeks we saw a doubling and triplingof sales that we hadn't been able toget with TV," Lavin said. at a pre -luncheon press conference. "I mustapologize to radio." The apologyhas taken the form of a multimilliondollar program of radio advertisingin the U.S.; all new broadcast money,not dollars taken from the TV budget.

"A Broadcasting Success Story -the Alberto-Culver Company -Whence and Where To?" was theTitle of Lavin's speech to RTEC.The Whence was a company foundedin 1955 with a borrowed $500,000.They started with one product andsales of under $400,000 the firstyear. As for the Where To, with 15products and record sales of $80,000,000 in 1963, it would seem thatthe sky's the limit.

"Growth in Canada has exceededthe rate of growth in the U.S.," Lavintold the press conference.

Three years ago Alberto-Culverof Canada Ltd. was formed with a14 -man staff and a 10,000 squarefoot plant. Now there are 120employees under general managerJack Soderling, the plant has tripledin size and another 45,000 squarefeet will be added this year. TheCanadian subsidiary's 1963 salesleapt 175% over '62 (200% over '61in 1962).

ADVERTISING - MOMENT OF CRISIS -

In telling the A -C success story,Lavin told the audience of over 200at the RTEC meeting that the talehas, "as its core, what I considerthe fullest exploitation of the poten-tials of advertising.

"We only go after the ma s smarket. We only hit those segmentsof the mass market we know arevulnerable. When we create a pro-duct, we take our cue from the con-sumer. And when we have the pro-duct, we create the message thatsells the product best."

Advertising is the moment ofcrisis for the product, he said. "Forpurposes of reaching the mass audi-

ence that we want to convert to theuse of our products, television hasstruck us as the most effective tool.To our mind, television in inherentlythe strongest mass sales device.

Lavin said that although TVcosts are "dreadfully high", A -C hasbeen able to use it economically andit has always brought the company aprofit. In 1963, approximately $30,000,000 was invested in TV adver-tising for a return of $80,000,000 insales.

"Our aim has always be en tocreate commercials that were at leasttwice as effective as the strongestcommercial run by a competitor," hesaid. "We test before live audiencesevery commercial we think mightbest contain our selling message.For every new product, we have test-ed dozens upon dozens of com-mercials. Our search has alwaysbeen for that one commercial thatcommunicated the advantages of ourproduct most convincingly."

RADIO TO GET IN ON $Known far and wide as a booster

of TV advertising - he "stars' in a15 -minute filmed interview -testi-monial produced by TvB in the U.S.and just received by the CanadianBureau for screening here - Lavinsaid that he expects radio will playa big part in the company's mediastrategy in future because televisionis becoming more expensive eachyear. Also, "the stations in theStates, prodded on the one hand bygiant advertisers intent on reducingcompetition and on the other bycritics of television, seem inclinedto inhibit advertising.

"This will reduce the economicefficiency of the medium. When thishappens, and it's happening now, weare naturallyexploring other media."

In exploring radio, Lavin saidhe'd become aware of "somethingspecial." "I have come to the con-clusion that the medium delivers anaudience we had never really reachedbefore. It was always my concernthat with radio we would be simplyduplicating our reach'on television.Nobody could be happier than I if itis demonstrated to our satisfactionthat this is not so."

CANADIAN SCENE

The bilingual aspect of adver-tising in Canada is "interesting andexciting" to the U.S. parent firm,Lavin said. "We thought the Quebecmarket might be difficult to moveinto, but we have had more than grati-fying acceptance there." The com-ipany is now wondering whether itsencouraging advertising experiencesin French -Canada can be related tothe French -France market.

A -C is already active in severalEuropean countries. It was its ex-perience in TV in England thatbrought its back-to-back commercialpolicy to the U.S.

"I think we originated back-to-back commercials in the U.S.," Lavin

said at the press conference. "Wenoticed that in England 30 -secondcommercials were used, and we usedthem there and they sold just as wellas one -minute commercials, so wethought "why not do this in theStates?' A 30 -second commercialdoes a better job of selling the con-sumer and, with rising costs, thisuses one minute as economically aspossible."

photo by Herb Nott & Co. Ltd.

THESE TWO NEW PRODUCTS meantwo new advertising a c counts fortelevision and, it seems likely, forradio, too. Two of the broadcastmedia's biggest boosters are LeonardH. Lavin (left) president of Alberto-Culver Co., and (right) general man-ager of Alberto-Culver of CanadaLtd., Jack Soderling, whose fatherwas the original "Shadow" in thegone -but -not -forgotten radio show ofthat name.

The back-to-back approach usedin the U.S. is followed in CanadianTV advertising. Indeed, some U.S.commercials are used "as is' here,while others are adapted in varyingdegrees to local conditions and thedicta of the BBG and DNHW.

While advertising f or competitivebrands is handled by separate agen-cies in the U.S., Cockfield, Brown &Co. Ltd. holds the full, million dollarplus account in Canada with compe-titive products handled by separategroups within the agency.

The account continues to grow,both in dollars (advertising budgetsare set, not by last year's salesfigures, but on the projected salesfigure for the current year) and inproducts.

MORE PRODUCTSMORE ADVERTISING

At both the luncheon and thepress conference, Lavin discussednew Alberto-Culver products. NewDawn, a hair coloring as simple touse as a shampoo, has just been in-troduced in Canada (on TV of course),and even before the campaign beganSoderling had to put on a specialnight shift at the plant to keep upwith demand.

"This is going to be our biggest

product," Lavin forecast enthusi-astically. "It will do as much as allother products put together in Canada."

In launching New Dawn, A -Cpitted it against Bristol-Myers'Clairol, which controlled half themarket. "Our strategy called for ex-ploiting three specific areas," Lavinsaid. "First we developed a productsuperior to Clairol in terms of itshair coloring properties. We wentafter the women who have never usedany hair coloring at home.

"The third area has to do withoutlets. Only two per cent of thehair coloring volume is done throughgrocery outlets. Yet we know thatwomen practically live in super-markets today. The trade wantednothing to do with hair coloring lines.They took up too much room . . . asmany as 24 shades. This meant 24shelf facings and income was notcommensurate.

"A -C reduced the number ofshades . .. to 12 ... devised a dis-play rack especially for food outletsthat took up no more than threefacings but held 36 packages. Re-sults so far indicate we'll reach agrocery distribution of 50 per cent byApril (in the U.S.).*

Second new product Lavin men-tioned is Calm, a spray -on powderdeodorant which he is confident willrevolutionize the field, "turn thedeodorant market upside down", to beintroduced shortly both in Canadaand the U.S.

At the press conference Lavinoutlined the security measures in-volved in the development of Calm -a guard standing watch over the lock-ed room where chemists formulatedthe aerosol anti-perspirant talc; topcreative agency personnel moved intoa Chicago hotel for six months virtu-ally incommunicado; almost all in-structions and information givenverbally, with the minimum writtennotes referring only to Product X;commercials filmed with their owntechnicians; a section of the factoryscreened off for production of thecans; only half a dozen men withinthe company and half a dozen fromthe agency aware of the nature ofProduct X.

"Product Y" is now being readi-ed to burst upon the mass market, andLavin promises that it is a revolution-ary product in a field as big as thatof hair colorings or deodorants. Andit will burst upon that mass marketvia TV and, most probably, radio.

BROADCASTERS WELL PAID

RADIO BROADCASTING EMPLOY-EES make above average weeklysalaries, according to DBS figuresreported by the CAB. As of October1963, the average weekly wage ofCanada's 3,088,231 employed was$84.67, while the 15,578 employedin radio broadcasting averaged $105.11. The average for the communica-tions industries was $93.71.


first

CanadianTV

No. 1 Network*Radio -Canada's French Network isFIRST - consistently ! In Quebec,the French Network leads all othernetworks in their respective areas,in % of TV homes reached withsponsored programs 6:00 p.m. tomidnight . . . 7 days a week !

CANADARADIO NET

A

NETB

MAXIMUM for a single program: 63 46 33

MINIMUM for a single program: 30 17 6

Average 49 30 17

No. 1 Station**In Metropolitan Montreal - Can-ada's No. 1 French-speakingmarket - CBFT leads Montreal'sother French TV station in % ofTV homes reached with sponsoredprograms 6:00 p.m. to midnight...7 days a week!

CBFT OtherStation

MAXIMUM for a single program: 46 36

MINIMUM for a single program: 9 8

Average' 26 20

No. 1 OpportunityNielsen's figures establish thatCanada's No. 1 Television isRadio -Canada's French Networkand CBFT Montreal. Nielsen dis-closes that even afternoon tele-vision on Radio -Canada's Networkand on CBFT has a volume au-dience.

Women's programs -175,000 homes

Children's programs -340,000 homes

This is your No. 1 OPPORTU-NITY for impact, volume andvalue.Discuss it with your Radio -Can-ada sales representative, networkor selective.

Montreal:

868-3211

Toronto:

Zenith 6-3500

New York:

Enterprise 6350

Nielsen Television Index, Nov. 1963**Nielsen Broadcast Index, Nov. 1983

ARS GRATIA ARTISA true music lover is one who,when he hears a girl singing inthe bathtub, puts his ear to thekeyhole.

PAN MAIL

To 'Disgruntled Reader", whobombards us with complaintsevery issue, we suggest an ad-vertising contract - a large one- so that he may have the utmostsatisfaction in cancelling it.

AUDREY STUFFThen there's the gal who was sodumb, she thought the Hunchbackof Notre Dame was an ace Mont-real football player.

STONE'S THROWSThanks to Phil Stone for the oneabout the local TV actor whohas found the pickings so leanhe has had to go into the realestate business. Like he had tosell his house.

TIT FOR TAT'A man of medicine, faced withan overflowing toilet bowl atmidnight, put in a hurry -up callto h i s plumber. The plumberreplied 'Give it a couple of aspi-rin and I'll be over in the morn-ing'."

-:Maggie GrantThe Globe & Mail

LENTEN SACRIFICEBe tough!Start cigarettes again!

EACH FOR EACHPreacher: "I pray for all.'Lawyer: "I plead for all.'Doctor: "I prescribe for all."Citizen: "I pay for all.'

LOGIC YETOne reason they built the newToronto airport so far from townwas because they wanted it tobe near the runways.

TIME IS LIMITEDFather Time maybe the greatesthealer, but he's certainly nobeauty specialist.

Advertising Agency

Silly advertising breeds scepticism"LACK OF MATURITY is thegreatest single thing hurting ad-vertising today," said Donald R.McRobie, president of Cock field,Brown & Co. Ltd., at a recentmeeting of the Toronto chapter ofthe American Marketing Associa-tion. "Silly advertising insultsour intellect and makes us viewall advertising with scepticism."

Topic of the address was'Honesty, Expediency and Deceit inAdvertising - just how much of eachis there? "There is a lot of honesty,some expediency, and very littledownright deceit,' McRobie said.

Dishonesty has no place in theplans of advertisers, agencies, ormedia, he said. "Their codes arebased on straight thinking and agenuine desire for integrity in theirindustries,' but codes are not "wortha damn without the application ofindividual morality and discipline,not only in matters of honesty, butin taste and judgment, too.'

The ideal state is for advertis-ing to inform without misleading, topersuade without manipulating, andto help sell without resorting to falseclaims, McRobie said. "This cannotbe brought about by a set of rules,there are too many grey areas oftaste and judgment which can onlybe met by individuals constantlychecking their conduct against therequirements of the industry to en-sure that we preserve the valuessociety holds important."

However, proposals to govern-ments, to restrict advertising,con-sumer appeals for royal commissionsfor protection, and articles on thewastefulness of advertising and itsexcesses, would lead one to judgethat the advertising business con-ducts itslef with something less than

precision and assurance, he said.Laws, the vigilance of competi-

tors, and industry codes, all preventdishonest advertising. "National ad-vertising is the consumer's greatestprotection against being taken in byfraud,' he said. "Anyone who hasever purchased an unknown brandwill know what I mean."

McRobie suggested that peoplewho have a 'flat, unthinking hostility"to advertising are not hostile somuch because of deceit or expedien-cy, but because of the sheer volumeof advertising - some 30,000 adver-tisers beaming over 1,700 messagesper day at the average city dweller -the impossibility of escaping adver-tising, its interruption of radio andtelevision entertainment, and mostof all, its "lack of maturity."

"More than one advertising au-thority has defined the problem asthat of making advertisements moreacceptable to the audience to whomthey are directed, guarding againstlapses of taste and judgment, and

showing a greater respect for the in-tellect of the audience.

"What it does not mean is thatthe advertiser should sell short onenthusiasm for his product. To pro-gress he must adopt an aggressiveadvertising policy. But there willhave to be a greater realism aboutwhat benefits it can confer on thepublic. Advertising needs to be morebelievable, to be more mature.'

PETERSON PRODUCTIONS LIMITEDTV COMMERCIALS


G. N. MACKENZIE LIMITED HAS SHOWSMONTREAL

1434 St. Catherine St. W.TORONTO WINNIPEG433 Jarvis St. 171 McDermott

JINGLE$BOBBY GIMBY

150 St. Clair Ave. W.Toronto

Phone 925-1085

mot,

THE HARDY MEN WELCOMEto their growing list of markets'

CHIC, BRAMPTON1000 watts - 790 Kcs.

CKLC, KINGSTON5000 watts - 1380 Kcs.

AND TO OUR NEW FM DIVISION

CHIC -FM, BRAMPTON857 Watts ERP - 102.1 mgs

CKLC-FM, KINGSTON250 Watts ERP - 99.5 mgs

* Representing 34 markets - Radio and TV.

HARDY RADIO & TELEVISION `,:rr::

TORONTO - EM. 3-9433 MONTREAL - VI. 2-1101


AVAILABILITIES, MARKETCOVERAGE to fit any market-ing needs. Tailored -to -audienceprogram sponsorship:full half thirdquarter or sixthspots: network or selective.

Tailored-to-measure

radio?It's yours!

COSTS - $170 worth of networkprogramming, for instance,reaches 40% or 255,000 of Que-bec's radio homes at peak 11:30a.m. listening time. A $19.60CBF spot at this time delivers170.000 homes-at an amazing120 per M. (B.B.M.-Nov. 1963)

AUDIENCE REACH - Takenews, for instance. Radio -Canada is recognized as themost authoritative news medium...and to get it first, listenersturn to Radio -Canada radio. Theonly news and advertising medi-um that covers simultaneouslyall French Canada.

Discuss it with your Radio -Canada sales representative,network or selective.Montreal : 868-3211Toronto : Zenith 6-3500New York : Enterprise 6350

Photo by Jones and Morris

THE "HOT LINE" to CFPL London personalities was kept busy duringthe 'PL-S&T party. Chatting via photographs and tape were (left to right)Roy Jewell, farm director; Hugh Bremner, news director; air personalities(top to bottom) Dick Williams, John Dickins and Al Mitchell; and promotiongals Heather Erskine and Jean Barnes. Getting an earful were (left toright foreground) an unidentified listener, freelance broadcaster PeterAdamson, and John Hickey, time buyer with Foster Advertising Ltd.

"BAWE" SAID THE LABELS stuckon each of the guests arriving at theCFPL London -Stephens & Towndrowdo, held the night of the blizzard of'64 in Toronto. The advertisers,agency types and fringe area folk -and there were some 800 of them pre-sent - were rewarded with a 1964silver dollar if they could guess whatthe BAWE stood for. $500 worthguessed correc tly, or $2 worthguessed it and $498 worth eaves-dropped and cashed in.

BAWE stands for Boy Are WeEnthusiastic, and boy, were they!

Females of the advertiser -agencyspecies were greeted with roses,everyone was greeted by a handsomeBeefeater in full regalia (CFPLLondon ... Tower of London ...Beefeaters ... follow?) and by theoutstretched hands of Bill Stephensand Ernie Towndrow, Murray Brownand Ward Cornell of CFPL, and com-pany.

Amongst those who passed alongthe receiving line were Ontario Pre-mier John Robarts; comedian SidCaesar, appearing at the O'KeefeCentre in "Little Me"; Mel Torme,

FOR SALEMagnecord Model 748. Pro-fessional 3 1 2 and 7 1 2 ips.This machine is surplus to ourrequirements and has had amaximum of 30 hours use.5825 or best offer.Contact:T. R. SERVICES LTD.,287 MacPherson Avenue,Toronto 7, Ontario, orTelephone: 924-7377

ANNOUNCER WANTED

At least 2 years experience -For varied daytime shift onSouthern Ontario Station.

Apply Box A-721Canadian Broadcaster,

217 Bay Street,Toronto 1, Ont.

MOVE UP WITH CKGM

Our continuous expansion intoall phases of broadcastingresults in a constant need tosearch for creative Canadianradio talent that wants tomove up - so why not moveup with CKGM - Montreal,by putting your name confi-dentially on file now, fortop -paying future openings. . . professional air work,professional creative writing,professional production, pro-fessional newscasting, pro-fessional news writing. Tellus your story in confidencenow. Write Don Wall, VicePresident, CKGM - Mont-real, CKGM Building, 1455Drummond St., Montreal 25fP.Q.

by KIT MORGANwho sang pretty for the people be-fore going on to his engagement atthe Savarin; Rich Little, appearingat the Royal York, who did his Pear-son and Diefenbaker take -offs. WalterBlackburn, head of the London FreePress-CFPL Radio and TV family,mingled.

'PL was welcomed to the Ste-phens & Towndrow fold by telegramsfrom the other stations on the reps'list, b 1 o wn up to about 2' x 3' todecorate the walls of the Westbury'sMaple Leaf Room. At one end of theroom a large photograph of severalof the station's personalities waskeyed to a row of telephones, andwhen the curious guest lifted a phone,he got a short get -acquainted pitchon that personality's program orduties at the station. At the other

CHARLESPERSONNEL

LIMITED

Specialists in supplyingHelp of the Highest Calibre

to theAdvertising Marketing

and Sales Fields

HU. 7-1576120 Eglinton East, TORONTO 12

end of the room, Lou Snider's triomade music.

By the time the pitchless partywound up, the snow lay round aboutdeep, if not crisp and even, and theCFPL crew was stranded.

In the ayem one of the two mo-bile units brought down for display,parked at the entrance to the hotelat party -time, was pressed into ser-vice for Johnny Dickins to broadcasthis morning show on remote.

AVAILABLE

PROGRAM DIRECTOR

I have 22 years experience in pro-gramming. Announce-DeJay, writer,commercial production, the works.

Experience includes several yearspresentations, sales, brochures.Can take charge complete programdepartment, copy.If you need a mature man who canimprove the sound of your station,the quality of your men, turn outsaleable presentations for yoursalesmen. Lets talk:

Box A-720, Canadian Broadcaster,217 Bay Street, Toronto 1, Ont.

LA TELEVISION

DE QUEBEC

(CANADA) LTEE CFCM-TV

Requires a Program Manager immediately. Must be bi-lingual, an organizer, idea man, and administrator. If youhave experience in French television programming eitherat an agency or station level send resume of your experi-ence and background to:

Assistant General Manager,P.O. Box 2026,

Quebec City, P.Q.

All replies will be treated as confidential.Starting salary for the right man $10,000.00 per year, plusother benefits.


STATION CALLS I

CKTB, ST. CATHARINES

SWITCHING ON THE MIKE FOR his1,560th broadcast, Dr. V. Curreycelebrated his thirtieth anniversaryon the air on CKTB radio, February11.. His weekly programs on healthbegan February 10, 1934 as 15 mi-nute talks on various aspects ofpublic health, but have grown throughthe years to half-hours, made up of afive-minute talk and a 25 minutequestion and answer period.

Saluting Dr. Currey on his anni-versary show were: Hon. Matthew B.Dymond, Ontario Minister of Health;Dr. J. M. McGarry, M.O.H. for LincolnCounty; Mayor Ivan Buchanan of St.Catharines; Reeve Reg. Rittenhouseof Louth Township; R. S. K. Welch,M.P.P. for Lincoln; and James Mc-Nulty, M.P. for Lincoln.

On the anniversary program Dr.Currey looked back over the yearsand recalled his early days and in-teresting and unusual experiencesas a "radio doctor."

CFCF-TV, MONTREALA "MILK FOR INDIA" FUND, des-cribed by CFCF-TV's. Romper Roomteacher, Miss Ellen, as "a part of thecontinuing campaign by the UnitarianService Committee", is the first cam-

paign conducted in its three yearhistory by this on -the -air school fortiny tots.

MISS E L L EN OF CFCF-TV'sRomper Room collects pennies sentin by young viewers for the "Milkfor India' fund. Thus far, a 1/2pint, a pint, a quart and a 2 -quartbottle have been filled and she iscurrently working on a 2 -gallon jar.

Romper Room does not ask forlarge donations. When youngsterswrite to Miss Ellen or send

Tea aGreat Dayitn MIDminMEMBERSHIP

TOPS400

The BUREAU of BROADCAST MEASUREMENT75 Eglinton Avenue East

Toronto 12, OntarioPhone: (Area Code 416) 485-9464

Daily happenings on radioand television stationsfrom coast to coast.

picture (she received over 1700letters in the first two weeks of Jan-uary) she a s ks them t o include apenny for the children in India. Thesepennies are placed in a milk bottleso that the viewers can watch thegifts grow.

A wonderful surprise for MissEllen came when she was making apersonal appearance at the HenryMorgan department store in downtownMontreal. Her Romper Room followerswere aware of her visit and, as usual,turned out en masse to meet her.

Not a word was said about the"Milk for India" pennies, yet over1500 of the children who came to seeher brought pennies with them.

Over $15. was collected for Indiathat day, and, as Miss Ellen puts it:"It was a wonderful surprise."

CKY, WINNIPEG

CKY RADIO WINNIPEG has declaredFebruary as "Make A Deejay A Nosy -Cozy" month in Manitoba. What is anosy -cozy you ask? Well, it is alittle gadget that fits over your noseand keeps it warm when temperatureshover in the below -zero range.

Not many people wear them now-adays, but they certainly area cleverinvention, deserving popularity.

Your clients are waitingfor the Broadcaster'sQuarterly Directory Issue,out April 2. Advertisingforms close March 12.

CKY listenersare asked to makea nosy -cozy and mail it to their favor-ite CKY personality. The fourcleverest entries received will winan electric blanket, which shouldkeep more than their noses warmthroughout the winter months.

CFCH, NORTH BAY

A NEW PASTIME WITH North Baylisteners is thinking up subjects ofsongs which might stump programdirector Bruce Ruggles on his twice -weekly afternoon show on which heplays tunes linked by any one wordcommon to all the song titles.

Ruggles tried the new programidea in January, choosing his ownsubject and following through with15 or 16 records all of which had onespecial word in their title, "love',"hands", the name of a month or aday, and such. Then he invitedlisteners to send in suggested sub-jects, giving three examples of songswith that subject in the title, and hewould choose more songs on thattopic to fill out the program. If hecouldn't build an entire 55 -minuteprogram around the suggested sub-ject, he promised to send the listeneran Ip of his or her choice.

Ruggles has paid the penaltyonly once. A listener submitted theword "Buffalo' and listed three songswith that word in the title. Brucecould only come up with six moresongs on that theme and says, "thatbroke my heart. It's enough to makeme shuffle off to Buffalo."

The. idea has caught on well withlisteners, and the mail has broughtenough suggested subjects to lastthrough April, and more keep coming.

Selling the Homemaker

CONTACT ALL -CANADA

64 - I

RADIOI I

TELEVISION LTD.


You can

Increase Your CoverageNominal Cost by installing the

NEWAUDIMAX11 RZ

at

uallrnamx ma...m..1C 1.0.1 control

fromCBSLaboratories

CBS LABORATOR, ,

Featuring Gated Gain Stabilization Return -to -Zero Function

Just one reason why we have

Sold Over 60 of these units in the last

12 Weeks

To find out how you cancall Bud DeBow at:

CALDWELL AN EQUIPMENT COMPANYStreet, Toronto 5, Ontario

Lower Your Cost Per Thousand

Canada's Largest Independent Distributor of Equipmentfor the Broadcast and Allied Fields.NEW PHONE NUMBER 927-4822

Illates Ambassador single channeltransistor console. The 24 -positiontouch -control nerve center handlesmany combinations of turntables,tape machines and projectors. Mix-ing is provided by five step -typefaders.

Gates President dual channel transistor console, featuring a 24 posi-tion pre-set master control formedium level inputs. Program se-lection is by individual illuminatedtouchcontrol keys for precisefingertip command. Eight ladder -type controls accommodate 28 in-puts for exceptional versatility i

AM, FM, TV or recording.

Gates Diplomat 10 -position dualchannel transistor console. De-signed for the most demandingmonaural broadcast operations.

Gates Executive stereo transistorconsole, for either full 10 -channelstereo operation or monaural AM,FM and TV dual channel broadcast-ing with stereo inbuilt for yofuture needs.

Summit MeetingPresident . . . Ambassador . . . Executive . . . Diplomat . . . the "Solid Statesmen" ofbroadcasting. All from Gates. As transistor audio control consoles of a new era, theystand out in the crowd . . . combining the space age quality and reliability of solid-state devices with versatile control facilities for future expansion.

Naming all of the special features of these "Statesmen" takes thirteen pages in yournew Gates catalog. If you need a copy, write for Catalog No. 95.

GATES Contact your Canadian representative:

CANADIAN MARCONI COMPANYBROADCAST & TV STATION EQUIPMENT SALES

Head Office: 2442 Trenton Ave., Montreal 16, P.Q.HALIFAX MONTREAL TORONTO WINNIPEG CALGARY VANCOUVER

on the C BC -TV wrench ROADCASTER€¦ · he has held several positions in ad-vertising, sales...

Documents

Transcript of on the C BC -TV wrench ROADCASTER€¦ · he has held several positions in ad-vertising, sales...