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15 MAY 1961

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More -profit -through -ads puzzle 9

"Masquerade" named Canadian best 12

CKLG's fighting Jack Webster 15

Woolworth backs air campaign 18

;

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THE MAGAZINE TV/RADIO ADVERTISERS USE

ARTICLES & FEATURES

Canadian Sponsor -scopeThe most significant news developments on tv andradio with staff interpretation in depth

Admen probe ad puzzleACA's Toronto conference examines ad efficiencyfrom many angles, including broadcasting

"Masquerade" named Canadian bestPuss -in -Boots commercial heads lists of Canadianentries in U.S. commercials festival

7

9

12

CKLG's battling newsman wins fame 15

A readiness to hit out, regardless of opponent'ssize, has earned Jack Webster a very big audience

Quebec is now kingpin area for bowling 16

Part two of this article shows how CBC French tvhas spread the popularity of bowling throughout PQ

Woolworth backs up radio campaign 18

Not content with a spate of commercials on Toronto'sCHUM, Woolworth makes sure that stores follow up ads

News and idea wrap-up 20A pictorial and departmental news presentation ofsignificant happenings on the air advertising front

One man's opinion 25The "Short-list- market concept

CANADIAN SPONSOR is published biweekly by Canadian Sponsor Ltd. Editorialoffices are located at 30 Bloor St. West, Toronto 5, telephone WA. 2-1105.Staff: Norman R. Glenn, publisher; Elaine C. Glenn, secretary -treasurer;Bernard Platt, vice-president; Sam Elber, editor; Tom Briggs, features editor;Ed Hausmann, Gordon Johns and Al Munro, associate editors; Garth Ketemer,advertising production manager; Norma Murr, subscriptions manager.

All advertising copy and plates should be shipped to 30 Bloor St. West,Toronto. All circulation matters, including subscriptions, should be addressedto Canadian Sponsor, 30 Bloor St. West, Toronto, Ontario.

Authorized as second class mail, Post Office Department, Ottawa.

Printed in Canada by Maclean -Hunter Commercial Printing Division.1961 Canadian Sponsor Ltd.

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CANADIAN SPONSOR 15 MAY 1961 3

30 BLOOR WEST

MANI

Research is a wonderful thing.Possibly you could pass this on to

the author of your April 17 article"Racing's Mountains of Audience".

The Van -Man -Van event is Van-couver to Manning Park to Vancouverrather than Vancouver to Manitobato Vancouver.

I think your publication is bothinteresting and valuable and wouldnot like to see its authority diluted . . .

through lack of research.C. W. Van HoutenYoung & Rubicam Ltd.,Toronto.

For those who, like our writer,failed to recognize the local signifi-cance of the abbreviation-ManningPark is approximately 150 miles in-land from Vancouver on the U. S.

border. Meanwhile the writer hasbeen assigned to study up on geogra-phy, abbreviations and, most difficultof all, name the car that could coverthe Van -Man -Van route as he saw itin 24 hours! Ed.

RE YOUR AUTO -RACING AR-TICLE APRIL SEVENTEENTHISSUE. CKLG CAR WILL BE COV-ERING ENTIRE TRANS -CONTIN-ENTAL RALLY MONTREAL TOVANCOUVER. TWO FIVE MIN-UTE REPORTS SPONSORED BYVANCOUVER ROOTES GROUPDEALERS DAILY ON CKLG LIVEFROM CHECKPOINTS. SPONSORAND LISTENER INTEREST RUN-NING HIGH.

TERRY BATE,CKLG VANCOUVER

RALLY HOlI

Many thanks for allowing us toreprint your fine article "Racing'sMountain of Audience" in our clubmagazine "RPM". As a group of in-dividuals participating in this sportwe may naturally enough be some-what biased in our enthusiasm forsuch a write-up.

However, the point of this littlenote is to assure you that those broad-casters who recognize the potential incovering such events will be well re-warded. This is based upon knowl-edge of the European scene where, inEngland especially, TV (both BBCand Independent) coverage drawstremendous audiences, according toTAM (Television Audience Measure-ment).

Certainly with such race courses asMosport (pronounced Moh-sport)Park near Bowmanville, Ontario;Westwood, not far from Vancouver,and more coming, the calibre of rac-ing and its subsequent spectator ap-peal will be enhanced enormously forCanadians.

May we point up that The Cana-dian Winter Rally is not for sportscars only. Any vehicle which is me-

RADIO STATION CKNW APPOINTMENT ANNOUNCEMENT

Bill Hughes Mel Cooper Lloyd Bray

Bill Hughes, Manager of Radio Station CKNW, takes pleasure in announcing the appointmentof Mel Cooper as General Sales Manager and Lloyd Bray as Retail Sales Manager.

Mr. Cooper has been with CKNW for the past 7 years and National Sales Manager for 4 years.In his new position as General Sales Manager he will be responsible for both the National and RetailSales Divisions.

Mr. Lloyd Bray has been an Account Executive in Retail Sales with CKNW for the past 3 years.Prior to this, he held the position of Manager and Sales Manager in the consumer food and auto fields.

4 CANADIAN SPONSOR 15 MAY 1961

chanically sound may enter this typeof event . . . we bring this point upto prevent any misunderstanding as tojust what a "rally" is. It's not a raceat all but rather a test of navigation,necessitating in turn smooth, safe andsteady driving.

Such an article pertaining to amodern growing sport I find complete-ly synonymous with Canadian Spon-sor - a modern growing periodical.

Bill MacDuff Editor "RPM"Sports Car Club. Toronto.

BASIC RADIO FACTS

I would like to take this opportunityto congratulate you on two of yourrecent magazine features . . . the out -of -home study and your round -up ofBasic Radio Facts. Both were excel-lently presented and both are beingused by our station to pinpoint someof the strengths of our medium.

Mel Cooper, Sales Manager,Radio NW Ltd., New Westminster,B.C.

This is typical of many letters re-ceived and from the number of re-quests for copies. Radio NW is notthe only station that is using the CSfeatures to sell advertisers on the val.

of radio. Ed.

TEXACO & "DANGER MAN"

Many thanks for your fine articleon "Danger Man" commercials.

I would like, however, to point outthat the program series has not beenpurchased in the U. S. by Texaco In-corporated. The US company spon-sors the "Huntley -Brinkley Reports"on the NBC-TV network.

I believe that the correct referenceshould have been that partly due tothe excellent rating that "DangerMan" has received in Canada, andthe successful sponsorship, this serieswas purchased in the U. S.

Arthur Weinthal,Ronalds-Reynolds & Co.Montreal, Que.

U. S. sponsors of "Danger Man"are: Kimberly-Clark (Foote, Cone &Belding) and Brown & WilliamsonTobacco Co. (Ted Bates). Ed.

Readers of your excellent article onthe Texaco sponsorship of "DangerMan" and the star of both the showand the commercials, Patrick Mc-Goohan, may find the following facts

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There's room for top echelon personnel in the fields ofprogramming, sales and advertising, with plenty ofopenings for "strong right arms" and "Girls Friday"as well. Our final decisions in many of these areas willnot be made until this ad has appeared.

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No matter howthey look

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about this new type action -series actorinteresting:

He is equally at home in Shakes-pearean comedy, an Ibsen tragedy, amovie drama or a TV thriller like"Danger Man". His dedication to theacting craft is such that he even mar-ried between rehearsals of "The Tam-ing of the Shrew" and a matinee of"The Rivals". While with the Shef-field Repertory Company he wasnominated by the national newspapercritics as the thekre's best actor ofthe year (for his performance in Ib-sen's "Brand") and was selected bestTV actor of the year for his role in"The Greatest Man in the World".

Of his performance in the OrsonWelles' stage production of "MobyDick" Kenneth Tynan, one of themost famous British critics, wrote:CC

. . Patrick McGoohan as Starbuck,the mate who dares to oppose Ahab'swill, is Melville's 'long, earnest man'to the life, whittled out of immortalteak. His is the best performance ofthe evening." Small wonder that Mr.McGoohan is able to bring to the roleof "Danger Man" a degree of authen-ticity that stamps both star and show"outstanding".

Herschel HarrisSales Manager,1.T .C., Toronto.

We very much appreciate the finearticle concerning our client, Kelvin-ator Sales Corporation Ltd., in yourMay 1st issue. I would, however, liketo draw to your attention the factthat in the cut -line under the photo-graph Mr. R. A. McCall, the managerof McConnell, Eastman's London of-fice is identified as the manager ofKelvinator's London office which, ofcourse, is incorrect.

D. S. RobertsonMcConnell, Eastman & Co. Ltd.Toronto.

Oops! Sorry!

Copy forCanadian Sponsor(both editorial and

advertising material)must be received at

30 Bloor StreetWest, Toronto,TWO WEEKSin advance of

publication date.


Most significant Iv and radio

news fortnightly with interpretations

in depth for busy readers

CANADIANSPONSOR -SCOPE

Improved pr for broadcasting has been a fond subject of conversation for yearsamong station operators and radio-tv admen. But there were always more pressing prob-lems. Now CAB president Don Jamieson considers image -building needs private broad-caster priority-and he's the determined architect. His blueprint will probably be unrolledat the Western Association of Broadcasters annual meeting 8-10 June, Banff SpringsHotel.

Obviously Jamieson is counting on widespread support now that the public's attitudetoward broadcasting and advertising has become an important concern of both advertisersand BBG, as well as broadcasters. (See ACA reports beginning on page 9.)

In addition to constant new developments all around them, agency radio-tv execs mustkeep an intelligent eye on the rapidly -changing technology of broadcasting. Each newtechnical change sooner or later brings about a change in programming; this in turnaffects commercial presentation and audience structure.

Problem now is that changes will be rapid and far-reaching. With this in mind, Ca-nadian Association of Broadcasters has appointed M. Levy & Associates as engineeringconsultant. Some of the more obvious developments that will involve the distinguishedDr. Levy include: tv re -allocation in vhf, new emphasis on uhf - both through interna-tional agreements; multiplexing for stereo fm; expanding automation and interferencesuppression in am.

Past mid -point in its full-scale, year -long Etobicoke test, Telemeter is far short ofsuccess. President Gene Fitzgibbons confirmed this month that Telemeter needs $100per wired home per year revenue to break even on large scale operations and that Etobi-coke citizens weren't buying at that rate. A special Elliott -Haynes survey for first week ofMarch shows Telemeter gets less than half the $2 a week target. Apparently viewers'use of Telemeter drops rapidly after first month or more of installation, since early esti-mates indicated expenditures by many families at over $3 a week.

But Telemeter is still hopeful. The system is the answer to the lack of neighborhoodtheatres in the newer suburbs, John Fitzgibbons told the SMPTE in Toronto last week.Costly live productions from Broadway have sparked new Etobicoke interest. Also, possi-bility of supplementing coinbox income with advertising revenue has not been ruled out,although this addition to service might change Telemeter's "theatre -in -the -home" imageand bring it closer to BBG regulation.

Nation-wide "Tocsin" civil defence test this month boomed out an important point:radio is more than an entertainment medium; it's the medium of survival. Constantly re-peated during the exercise was the standing civil defence order: "Listen for instructionsby radio!" Tv is the other basic survival medium; it offers survival demonstration possi-bilities, but it has limitations. Possession of a battery portable radio is recommended.

Despite technicalities over a network name - presently using "CTV Canadian Tele-vision Network" mouthful - Spence Caldwell has attracted the first "name" to his net-work. He is Hugh Clark, prominent in ad circles as vp of radio-tv at Young & Rubicam.Clark takes over this week as CTV's vp in charge of sales. Three other vp vacancies (pro-gramming, engineering and promotion) need filling.

Scheduled for an 11 August inaugural with football, and a mid -September debut withclose to ten weekly hours of regular service, representatives of the eight affiliates andother members of program advisory committee will tackle problems of program develop-ment, news service and reserve time this week. Network's newly -elected board of direc-tors includes: financial experts R. K. Martin and Ken Andras, John Bassett (CFTO-TV),Lloyd Moffat (CJAY-TV), Finlay MacDonald (CJCH-TV), Sidney Hermant (ImperialOptical), William McLean (Canada Packers), Caldwell and Gordon Keeble.

CANADIAN SPONSOR 15 MAY 1961

CANADIAN SPONSOR -SCOPE continued

Canadian videotape houses are exuberant over new customs regulation interpretationthis month which cuts cost of transfer -to -film for US clients. Under the new ruling, USvideotapes of commercials or programs can be imported in effect "in bond"; duty ispaid at time of importation and refunded when tape is sent back across border. Whilehere tape pictures are transferred to film.

Ralph Foster of Meridian, who is promoting the "videoprint" hi -definition tape -to -filmprocess, says this opens up a new export business because US clients can now have trans-fer work done here and will only pay the US import duty on the finished film importedinto US.

Agency radio-tv men, and a host of important advertisers, were highly impressedwith the solid showmanship that the three videotape houses (Advertel, Meridian andTriangle) packed into their ACA presentation this month. ACA general manager ErnieLegate, obviously relieved that it hadn't degenerated into a blatant partisan pitch, warmlypraised the Toronto videotapers for the entertaining hour. Viewers of this session hopeit has set the pace for future broadcast presentations.

Expansion of videotape is partly held back by the major cost it presents to the smaller-market stations, although CBC and all major -market stations are well-equipped. A notablesmall -market exception: CHOV-TV Pembroke will have videotape when it hits the air19 August.

"We have invested in this equipment", says sales & marketing director RamsayGarrow, "because future developments in Canadian telecasting make it almost a necessityfor stations and it will lend greater flexibility to our programming".

Although there may be other hidden reasons, new tv stations are taking credit for thedefinite boost in Canadian viewing levels. The increase in daytime viewing will force ad-vertisers to reconsider these hours.

Nielsen January figures show that where Canadian set owners had equal opportunityto watch daytime programs, viewing compared favorably with US levels. Overall, Torontoviewing in the average household hit 43 hours a week.

A study of the four major markets revealed almost equal viewing between 6 pm andmidnight for three cities (exception: Winnipeg where family viewing was 21/2 hours perweek higher). Toronto scored highest in daytime viewing with 18.6 hours of viewingbetween 8 am and 6 pm per week.

Nielsen's Broadcast Index reports this weekly viewing:

8 am -6 pm 6 pm -midnight total hoursMontreal 13.9 24.3 38.2Toronto 18.6 24.4 43.0Winnipeg 12.3 26.9 39.2Vancouver 11.6 24.2 35.8

CBC is hoping to fill in tv network coverage gaps with two types of "satellite" sta-tions (although this word is being dropped). Relay stations broadcast programming directfrom the microwave network, whereas re -broadcasting stations pick up signals fromother stations. Filed with Department of Transport are CBC applications for two relaystations (at Grande Prairie, Alta. and Dryden, Ont.) and two re -broadcasting stations(at Peace River and Sioux Lookout).

These stations can't originate programming, but they add audience for network ad-vertisers.


CANADIAN SPONSOR15 MAY 1961

One of the year's greatest tv spectaculars was produced by CBC for 46th annual Association of Canadian Advertisers banquet this month.

At ACA . . .

Admenprobe

more-profit-

through -adspuzzle

Conventions aren't held to give delegatesmagic solutions to their major problems. Thebest they can do is provide the most completebackground information available, because prob-lem -solving and decision -making are essentiallydo-it-yourself activities. Besides, businessmen don'tbare their brains on public platforms.

That's why the success of the 46th annual ACAconference at Toronto's Royal York this monthcan't be measured lay the weight of the answersto the general theme: "Efficient advertising - Keyto profits". Success was much more apparent inthe sturdy applause that met almost every speech.

It became clear at the ACA that admen areconcerned with efficiency in advertising only inthe loosest, vaguest sense. True, this is the heartof the matter. But sponsors will only get near itafter they have solved the many peripheral dif-ficulties that the ACA's program of experts pointedout. A great deal of meaningful research must becarried out in isolated sectors of advertising beforethere can be any reliable measure of "effective-ness", not to mention "efficiency".

Here's a highlight report on the three-dayACA.

..11ADIAN SPONSOR 15 MAY 1961 9

Framed by tv screen at ACA meet are 0-11P. J. McGinnis, Bell Telephone ad mgr; AlYeates, ACA past president; Alphonse Oui-met, CBC president; ACA's Ernest legate.

Edward Bursk was the first of theACA speakers - but by no meansthe last - to emphasize that publicdisbelief in advertising is one of theworst blocks in the way of increasedeffectiveness for advertising. Editorof Harvard Business Review, Bursklinked public skepticism of advertis-

ing with inflation and the standard.ization of products as "the greatestproblems facing management today".

"I am convinced that the Ameri-can public wants the makers of prod-ucts and the sellers of services to beenthusiastic about what they are offer-ing, to be eloquent in persuadingothers to buy", contends Bursk. "Andthe sharp turn of phrase, the forcefulillustration, are part and parcel ofthe hearty, dramatic American way.

"If Americans are not brightenough to know instinctively that the`invisible shield' that protects teethfrom decay or the 'sandpaper' thatcan be lathered for shaving are un-derstandable devices for puttingacross a point tellingly, rather thandeliberate attempts to defraud orhoodwink, then they had better notbe allowed in the market without anurse."

In the quiz fixes and payola scan-dals "the basic advertising devicewas not at fault, just its misuse. Infact, it is probably because the adver-tising itself began to work so well thatthe particular companies in questiongot carried away by its glamor andpromise - and jumped over the line,

Broadcasting's audience problemsFollowing are important excerptsfrom the prepared text of BBC chair-man Dr. Andrew Stewart's addressto the ACA conference. See also "ThisWe Think", page 30.

The maintenance of the (Canadianbroadcasting) system and the servicedepend on advertising revenues. Ifthe system is to grow and the serviceto be extended, increasing advertisingrevenues are required. It is clearlypublic policy that because adver-tising is itself an act of communica-tion, the broadcast media should beavailable and used to serve the adver-tising function. The great coverageof the air media and their compellingappeal offer unparalleled opportuni-ties to reach people as potential buy-ers and sellers. Commercial messagesare part of the broadcasting service.

The channels of communicationbetween the Board and the advertis-ers and agencies will be kept open.

The expression of your expert knowl-edge and judgment will be welcomed.We expect you to inform us whenthe proposals or practices of theBoard seem to endanger, reduce orlimit the effectiveness of advertisingon radio or television. You will havean opportunity to influence the Boardin the directions which will make themedia more effective vehicles for yourpurposes.

There is a case which justifies anamount of advertising out of propor-tion to the place of advertising in thehierarchy of the wants of the au-dience. It is that advertising, whileperforming a socially beneficial func-tion, is also an acceptable means ofpaying for the more intensely desiredservices. Something might be done toreduce the general resistance to ad-vertising on the air media, and thusto add to the effectiveness of adver-tising, by a better presentation of thiscase. It is one thing for the audience

way over the line, to commit exces-sive and inexcusable offenses, thusblackening the whole of advertisingundeservedly.

"Admittedly it is not easy to de-fine, in a code or otherwise, what theline is that separates the fraudulentfrom the dramatic. But there is a realline in peoples' minds, and I am surein most business managers' and ad-vertising men's minds, too. Mistakesin judgment around that line can beexcused more easily than the blackexcesses which quite rightly haveexacerbated the public of late. As amatter of fact, mistakes of judgmentin the gray area should be encourag-ed, in the sense that if advertisersare trying to be as dramatic as theycan, they will inevitably run the riskof stepping over the line occasionally;and the only way not to run the riskis to stop short of the full thrust ofcreativeness - in a world wheresuch creativeness is the only way tobe dynamic."

Bursk sees advertising as a way ofbeating inflation. Intelligently em-ployed, advertising can help boostconsumption that will lead to greaterproductivity with an expanding popu-

to be informed occasionally that aparticular program is brought to themby the courtesy of "X" company. Itis another thing for the audience tobe reminded that all the service pro-vided by a commercial broadcastingstation comes to them because of theparticipation of advertisers generally.The case is very simple and can prob-ably best be presented by the broad-casters.

Let me suggest a few areas whichwe should be doing more about inthe interest of the effective use of themedia.

First, there is evidence that a sub-stantial part of the audience uses thecommercial time segments to with-draw from the screen and to do otherthings. Is this deliberate withdrawalnecessary? How much attention hasbeen given to ways and means ofintroducing the commercial messageso as to reduce withdrawal or to cir-

(Please turn to page 28)


lation. "Promotion," he says, "reallyadds to the value of the product bymaking it mean more to the consumer- and aren't psychological or spiri-tual values more worthwhile thanmechanical, or functional or mater-ialistic ones?"

But the disappearance of obviousproduct differences throws newburdens on advertising. For one thing"promotional costs rise", he believes,"because more effort is needed tocommunicate and make the smalldifferences in products meaningful. . . an extra push is required if thecompany is to get the same mileageout of these minor distinctions that itdid out of the more significant differ-ences that existed formerly".

The successful approach to modernmarket problems, according to Bursk,involves "planned risk". Gettinggoods to market, and creating a mar-ket for them, has always been risky,but now admen and marketers mustplan for bold risk, shooting for maxi-mum wins; mistakes can be paid forout of "insurance".

Representing one of Canadian tv'sbiggest sponsors, Lever president

ACA names

John Lockwood declared that "thebiggest hidden cost in marketing to-day is probably ineffective advertis-ing. More attention, care and labor,and if necessary money, must be paidto the production of tv commercials.If the ingenuity, and if necessarymoney, expended on some of the greatentertainment spectaculars are ap-plied to the production of tv com-mercials, we will, to at least somedegree, make advertising more effec-tive and hence less expensive."

Today's advertising - "dull, bor-ing, unimaginative, uninspiring andlanguid" - has caused a great dealof public criticism; but Lockwoodpoints out that it is not the functionof advertising that is being criticised.Therefore an improvement in thequality of advertising may well leadto better public acceptance of it; thishas been true of product develop-ment, at least.

Cost in tv is a relative term. "It isin fact quite possible to spend muchmore money on production costs thanwe do today", said Lockwood, "pro-vided the sales effectiveness of themessage is proportionately increased.The problem is to decide just how

About 400 turned up for part of ACA meetheld at Robert Lawrence studios for giant -sized demonstration of vtr's cost efficiency.

far we can afford to invest in improv-ed and more specialized types of pro-gram against the comparatively smallmarket in which we operate. I think,however, it is particularly importantat this stage of tv development inCanada, with new stations coming in-to being and probably a second net -


Farthing as its president

WESTINGHOUSE' KENNETH J. FARTHING

Kenneth J. Farthing, who rose fromoffice boy to manager of general ad-vertising for Canadian WestinghouseCo. Ltd., was elected president of theAssociation of Canadian Advertisersat the opening session of the ACAconvention this month.

He will head an organizationwhose 160 members spend an esti-mated $200 million a year on adver-tising.

Farthing has held his present posi-tion with Westinghouse since 1957and is responsible for the generaladvertising of all Westinghouse divi-sions and subsidiaries in Canada. Atvarious times Westinghouse has beena prominent user of all media, andwas one of the original Canadian tvsponsors.

Active in ACA work for manyyears, he became a director in 1957and was elected executive vice-presi-dent a year ago. He serves on thepublic relations committee of the Ca-

nadian Electrical Manufacturers As-sociation, the Electronic IndustriesAssociation of Canada, and the Cana-dian Electrical Association.

He is past president of the NiagaraDistrict Electric Club, and a pastmaster of Corinthian Lodge, A. F. &A. M. As a 47 -year -man with Cana-dian Westinghouse he is an activemember - and past president - ofthe company's Senior Veteran Em-ployees' Association.

Further afield, Farthing has wonrenown as a public speaker and hiswillingness and ability to speak effec-tively on a variety of subjects at amoment's notice has won him manyfriends among harried programchairmen across Canada.

Active in community work he ispast president of the Hamilton Branchof the Canadian Red Cross Society,has served as a director of the Unit-ed Appeal in Hamilton and as pub -



Masquerade named Canadian best Puss -in -Boots commercial heads Canadian entries in'61 Tv Commercials Festival, comes second in US class

Two tops come to Canada, plus cat food second, andCanadian presentation is arranged to mark achievement

RAM asquerade" -a Quaker Oats'

Puss -in -Boots commercial preparedby Spitzer Mills and Bates - hasbeen awarded the Canadian "Best"in the '61 U.S. TV Commercials Festi-val. And three awards in the Festivalwent to Canadian entries, competingagainst the best of U.S. commercialsfor 1960-61.

For the first time, to mark theoutstanding showing of Canadian en-tries in the Festival, a special cere-mony was held in Toronto last weekto honour the Canadian winners and,in the words of Paul Herriott, whowas responsible for the Ad and SalesClub presentation meeting, to "giveCanadian sponsors and their agenciessome idea of their performance andthe general standard of commercials."

That the Canadian performancewas both laudable and encouragingwas clear from the reception giventhe award announcements at themeeting. Of the forty-eight Canadiancommercials entered in the Festivalagainst some 1340 U.S. competitors,clear-cut superiority was conceded totwo in their categories and a second -place awarded to a third.

Judges at the U.S. Festival, whichattracted more entries than ever,commented on the overall improve-ment in quality of commercials sub-mitted. And an even greater interestin the Festival is expected from thiscountry next year as a result of theshowing of Canadian entries againstthis improved quality.

The Canadian "Best" - "Mas-

Top in their sections in the Canadian -only classification were: (l -r) two Robin Hood oatscommercials (Young and Rubicam); middle: Lyon's "Dave" Coffee (Burley, Norman Craig andKummel); Resdan, (Y&R); bottom: Corn Chex, (James Lovick) and Goodyear Tire, (Y&R)

' Satisfying

querade- was also awarded secondplace in its cat food classification.Runner-up in the Canadian -only con-test was Imperial Oil Ltd.'s "Cat",the same company's "Saguenay"sharing honorable mention withLever's Praise soap commercial,"Laurie".

Both Imperial's winners were han-dled by MacLarens, with ElectroFilm Productions Ltd., which alsoproduced "Masquerade", producing"Cat", the runner-up, and Trans FilmCaravel handling "Saguenay".

Cockfield, Brown is the third agen-cy to feature in the top Canadianawards, being responsible for Lev-er's "Laurie", production again by aU.S. film company, B. L. Associates.

Of these, the two gaining firstplace awards in their classificationsin the overall competition were Esso's"Cat", top in the Consumer ServiceClassification, and Praise's "Laurie",awarded "best" in the Bathsoap Divi-sion.

Other winners in the all -Canadianclassifications were the Lyon's coffeecommercial produced by Burley, Nor-man, Craig and Kummel (Lyon's teacommercial produced by the sameagency was awarded Canadian "best"last year) ; two Robin Hood Oatscommercials, handled by Young andRubicam; Resdan, Y&R; Ralston Pu-rina's Corn Chex, Lovick, and theGoodyear commercial, again by Y&R.

These, together with the other win-ners in the '61 Festival, will now goon a full two -nation tour of Ad andSales meetings conventions and spe-cial ad agency showings, whichmakes an award a matter of consider-able importance and prestige to botha sponsor and its agency. More than100 agencies, for example, screenedthe 1960 winners for their staffs,over fifty Ad and Sales Clubs fea-tured them in special luncheon pro-grams and at least three industry con-ventions included screenings of thewinners in their schedules.

Altogether, there are some thirtyproduct categories in which five com-mercials are selected for competitionfor "Best" awards. As Herriott, oneof the judges in the Festival, says:"For Canada to carry off two topsand a second is no mean achieve-ment."


Canadian 'Best' : Masquerade, producedby Spitzer Mills and Bates for Puss -in -Boots

ESS

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Runner-up: Imperial Oil's "Cat" also thefirst in U.S. division. Agency - Maclaren

Hon vent cn: Lever Bros' "Laurie" - alsotop in U.S. division, by Cockfield, Brown.

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Hon mention: "Saguenay"-again a winningcombination between Imperial and Maclaren


(BC GETS 12 MAJOR AWARDS Took 21 of 62 prizes for educational, cultural andpublic affairs programming to top all US nets handily

With its customary 'bare foot boywith cheek' brashness the CBC walk-ed off with the major share of themarbles at the recently held 25thAnnual American Exhibition of Edu-cational Radio and TV Programs atOhio State University.

Against formidable competitionfrom the industry south of the border,CBC tucked three major and threesecondary tv awards in nine classes,and nine major and six secondaryawards in the eight radio classifica-tions. Each of the classifications issub -divided into three - national,regional and local.

In the national groupings CBC tooktwo top tv awards and four top radioawards. In the programs for specialinterest groups class I tv) CBC hadthe winner and runner up in the na-tional group and second in the radio."Open House" - the tv winner -was cited as "an unusually appealingseries for housewives." The judgesfelt that the sample program wasmoving, and often lyrically beautiful,telling in disciplined, yet compassion-ately human terms, the meaningfulstory of rehabilitation for emotionallydisturbed children. "It represents arare achievement in the social use ofihe television film form. Its produc-ers are especially to be applauded fortheir mood evoking use of the 'inti-mate' camera and their extraordinari-ly restrained narrative commentary.It would be well to consider givingthis film additional circulationthroughout North America." Scriptand narration was by Dr. GeorgeWhaley of Queen's University, MelTurner directed and Peggy Liptrottwas producer.

In the classes for tv programs forelementary and secondary schoollevels the CBC entries topped both."Man's need for numbers" a programfor elementary school children heardin the Prairie and Pacific regionswon top regional honours, and"Where history was made" a series ofbroadcasts for secondary schools pro-duced in Halifax with the co-opera-tion of the National Advisory Coun-

13

cil on School Broadcasts topped itsclass.

Four CBC national radio programswinning major awards were: "Poetand the City" cited as "a vivid pic-turisation of the personality of a cityutilising the qualities peculiar onlyto radio to stimulate the imaginationto the fullest extent." "Soundings" -a weekly series of public affairs doc-umentaries covering a wide range ofsubjects including aspects of businessand labor as they affect the com-munity. Program submitted wasPhoenix Halifax by freelance writerMarjorie Whitelaw. Citation reads ...". , . an excellent example of thepower of radio to create an accurateand compelling picture of (a) cityin terms of its people, institutions,heritage and problems." Other topawards went to "Voices of April" aone -occasion broadcast of bird songsand other sounds of spring, writtenand produced by Thom Benson; and"Outlook" a program series for teen-agers and junior and senior highschools written by Charles Fullmanand Gerald Apelle. Five regional pro-grams also topped their classes.

CBC's record of nine firsts and sixhonorable mentions in the radio clas-ses stands way ahead of the threehonorable mentions to CBS, and onefirst and one honorable mention to


W. John Dunlop, CBC, accepting award fromDr. I. Keith Tyler, Director of Institute forEducation by Radio - TV, Ohio State U.

Jim Barlow and Don Slade (I -r) work with Ropers' men on basement set at CKCK's studios

Regina goes converting as CKCKshows how rumpus room is builtBeginning with the assumption thatthere are many potential customersfor basement conversion who areafraid of attacking the job becauseof an exaggerated idea of the diffi-culties, a lumber company and a tvstation between them set out to provethat it was really very easy - bybuilding one themselves in a studio.

The lumber company is Roger'sLumber Ltd. of Regina. Jim Barlow,general manager, approached CKCK-TV with his problem : how to convincethe public that a properly finishedrumpus room was a possibility foreveryone - and that Roger's was thecompany who could make it possiblefor them.

CKCK suggested two half-hourprograms, dramatizing the need fora rumpus room and the way in whichit could be created. Don Slade, alocal tv personality, was brought into give the series authenticity. Theother star was Barlow himself, aidedand abetted by a team of carpentersfrom his company.

The scene for the show was Slade'sbasement, a room furnished with onetable, crates and a pack of cards,waiting for "the gang" to show up foran evening of crap. But Barlow isSlade's only guest. The others, he in-forms his host, won't be showing.They find the atmosphere of the un-finished basement unpleasant.

Slade, of course, is concerned andupset. But what can he do about it?

Then Barlow takes over, explainingjust what can be done to the base-ment, and how easily and inexpen-sively. For the rest of the first half-hour show, the transformation takesplace before the eyes of the view-ers, and continues throughout thesecond show, carried the followingSaturday in the same time period.

The original unfinished basementis a mock-up job of top realism builtfrom scratch in the CKCK-TV studios- and converted there, with an in-telligent and interesting cross conver-sation between Slade and Barlowkeeping viewers informed as the step-by-step transformation takes place.

When finally the conversion iscompleted and the one table andcrates are replaced by ranch stylefurniture in a beautifully finishedroom, complete with bar, paintings onthe wall, tiles on the floor and all thenecessary accessories for making acomfortable rest -room, viewers hadall the information, including priceand easy -payment plans, firmly intheir minds.

The many phone calls receivedafter the first show, asking when thenext and last installment was to beaired, showed a very high interest, afact that was confirmed for Roger'sin a conclusive manner after the two-part series was concluded.

Says Barlow: "Within three weeks,Roger's Lumber realized returns on


CKLG batt Newsmen Webster getssensational news approach

Sponsors risk reactionfor a commercial success

Large parts of complex modernradio cannot be assessed accuratelyin terms of commercial success. Theseare the features - often the back-bone of a station's programming -which cost more than any sponsor(or group of sponsors) can afford tosupport completely. Yet these pro-grams make a vital contribution tothe station's image, prestige and over-all audience, despite the fact theyseem to perform weakly in the profit -loss ledger. They aren't a radio ver-sion of window-dressing or loss -

leader attractions; they are basicradio.

All this was understood when abustling, belligerent news broadcasternamed Jack Webster left CKNW tobecome one of a new trio (includingTerry Bate and Bob Giles) whichhelped to re -organize the strugglingCKLG in Vancouver six months ago.A major part of the station's re-vamped programming was builtaround the Webster -Giles $50,000 -a -year news centre, with emphasis onWebster as a dynamic air personal-ity.

This was a bold move becauseWebster operates according to aforthright formula: advertisers shouldstick to advertising while newsmanWebster sticks to news. Webster pur-sues news, wrestles with it, on theassumption that to be understoodnews should be exciting and relatedto the interests of the average listen-er. His commentaries are treated thesame way. Consequently Webster hasbecome a Vancouver radio sensationby disturbing people: some he de-lights, others he angers, a lot he pro-vokes to discussion. This is high-powered, intensive radio, the kindthat wins listeners but makes somesponsors nervous.

It is doubtful therefore, that Web-ster's success as a broadcaster willever be measured purely on sponsor-ship of his programs. Yet he has had


ling newsman wins fans

FIGHTING JACK WEBSTER

advertisers from time to time whohave been impressed with the ferventlistener following that this style ofbroadcasting attracts. For six years aVancouver supermarket - Super-Valu - has sponsored Jack Web-ster's broadcasts, electing to overlookthe possible problems of such associa-tion because "they know they get fullattention for their commercials", assales manager Terry Bate explains it.One sponsor (a quality automaker)openly dropped his connection withWebster for political reasons; anotherinsisted on the usual "disclaimer"notice dissociating itself from Web-ter's views. On the other hand, a bignational client recently consideredbuying Webster's commentariesacross-the-board for a full year, andWebster's built-in controversy wasthe reason for - rather than againstthis sponsor's interest.

It seems that sponsors' disenchant-ment with the Webster shows dependson whether "they let their personalfeelings override the commercial ad-vantages," states Bate. "We back ourfaith in Webster with at least onemajor promotion campaign a year."

"Jack is attracting audience," saidCKLG president Earson Gibson lastmonth, "and that's the importantthing." And Webster added: "In rat-ings we've gone from low to respect-able in just a few months."

Since Vancouver is rated the mostradio competitive Canadian city inrelation to population, holding audi-ence is almost as important as win-

ning it in the first place. The CKLGnews and commentary programs showless audience fluctuation than manysimilar radio features; apparentlythe appeal of these CKLG productionsis quite definite among specificgroups of listeners. The stationdoesn't claim top audience in themarket for them (comparative ratingsplace them generally in second placefor many time periods), but itdoes suggest that the Webster -Gilesnews style is best suited to a loyal,adult audience. Men particularlyseem fascinated by this news treat-ment; as proof there's the fact thatthe evening newscast -commentary at6 p.m. has suddenly become thecornerstone of a big -audience pro-gram block running into the eveningbeyond 8 p.m. It's this carry-overof audience that interests sponsors.

To make itself noticed on the Van-couver airwaves, the new CKLG hashad to do exciting things - at leastas startling as the capers of its half -dozen keen competitors. That's whereWebster (as well as such thingsradio bingo and a barrage of con-tests) comes in.

Wherever news is being made inthe Vancouver vicinity, this energeticScot can generally be found in thethick of it. Slung over his shouldersare the tools of his broadcast trade-an fm "transceiver" and a tape re-corder. One provides direct and in-stantaneous broadcast connection withthe station, the other records voicesand events for later broadcast. (Thestation also has two fm -equipped carson news patrol.)

It is difficult to determine if hisenemies fear these awesome, electron-ic machines even more than the wayin which Webster uses them. But inany case this combination goes onthe prowl for trouble with a flair thatis now regionally famous.

In an age when the public seemsfascinated by symbolic violence, theviolent Jack Webster has become alocal broadcasting crusader; hero tothose who need a hero; befriender tothose who. have no prominent friends;terror of officialdom. That's the self-styled Webster and he glories in it.

He has an impressive list of whatmight be called "credits". develop-

ments more -or -less directly related tohis broadcasts, either on CJOR,CKNW or more recently on CKLG:conviction of civic employee "A" forembezzling public funds; exposure ofa hushed -up guard -stabbing incidentat B.C.'s penitentiary; origination ofthe fullest, most embarrassing storiesof alleged "disappearance" of $25,-000 from International Woodworkersof America strike fund; removal ofpenitentiary official "B" and over-haul of the medical system in connec-tion with death of prisoner Wasly-chen; a temporary assault convictionagainst a Vancouver policeman (re-versed by Appeal Court) ; exposureof a contractor for short -wages fraud;replacement of scores of chairbornepolicemen with women; made a causecelebre out of Vancouver mayor'sitem for a $200 office tea wagon inthe budget; had a druggist's licensecancelled for peddling "do-it-yourselfdope kits"; revealed much of JamesHoffa's character and methods in afamous 30 -minute recorded interview.

It took 21 angry broadcasts, ex-plains Webster, before the brutalitycharge was laid against the police.man. He sniffed around the odious"Waslychen case" for months beforehe found enough evidence to get Jus-tice Minister Fulton's attention (thenhe made news for himself when"Time" told about his tongue-lashingof the Vancouver press for its allegedattempt to "play down" the case).

At 43 Webster carries the title ofnews edior at CKLG. But otherwisehe's a hard man to classify becausehe's been doing the unorthodox foryears. News, to Webster, is a profes-sion that has become almost an ob-session. He sees himself - in relationto newsy people and events - assomething of a cross between a birddog and counsel for the prosecution."You've got to face it," declaresWebster knowingly, "sex and sin arestill the best listening attractions.

Apart from experience and persis-tence, Webster is blessed with theworst voice in Canadian broadcasting- something like a Scots sergeantmajor whose tunic collar is too tight.His brogue is so much a part of himsome people claim he visits Scotland



French -Canada is now kingpin area Gattuso and Dow find Montreal's love for bowlingis paying off where it counts - at cash register level

Competitors can win as much as $3,400, but prizesare usually more modest and enthusiasm remains high

PART TWO of two ports

The outstanding growth of bowlingin Canada - due to an inseparablecombination of tv promotion, increaseof leisure time in the do-it-yourselfparticipation era, and expansion ofbright modern facilities in new com-munities - is an event of interest toadvertisers. Some have an obviousconnection with the game, but moreare becoming involved as sponsorssimply for the audience -attractingpower of bowling on tv.

Overall Canadian bowling develop-ments were described in CanadianSponsor (1 May '61) but FrenchCanada may well be the kingpinarea for the sport with both broad-casting and non -broadcast participa-tion avalanching audiences and com-mercial participation. On the air,according to International Surveys,December 1960, bowling has boosteda very weak 4.5 pm period on theFrench Television Network of Radio -Canada up to one of the prime tvviewing hours with ratings whichshow an average of more than 2,-350,000 viewers watching each week.

This French bowling program is"I'Heure des quilles" (The Bowling

Hour), which, with its distinct Frenchflavor of Gallic expressions, is run-ning on CBFT, Montreal, CBOFT,O t t a w a; CHLT-TV, Sherbrooke;CKTM-TV, Trois-Rivieres; CFCM-TV, Quebec City; CKRS-TV,Jonquiere; CJBR-TV, Rimouski;CKBL-TV, Ma t a n e ; CKRN-TV,Rouyn; CHAU-TV, New Carlisle;CBAFT, Moncton, N.B.; and relayeda week later on CBWFT, Winnipeg.

According to Radio -Canada Salesin Montreal, audience popularity is"far in excess of all our earlier ex-pectations", and the commercial sideis satisfactory in light of "the factthat sponsors have been eager to re-new their contracts."

Gattuso Corporation, co-sponsorsof the show since the first season of1957-58, and Dow Brewery Limited,co-sponsors for the last three seasons,are both highly enthusiastic about thesports feature. Gattuso's appreciationis expressed by Frank Gattuso, ex-ecutive v.p. of the firm who says:"The Gattuso Corporation has spon-sored THeure des quilles' for the pastfour years. There's no doubt that thecontinual large viewing audience dur-

Sponsor representatives get together with program officials at the Leader Bowlingalleys in Montreal where "I'Heure des quilles" is telecast each week: (I -r) EmileLamy, Radio -Canada Sales; "Mike" Normandin, the show's emcee; Frank Gatusso, execvice-president of Gattuso Corp; Allan G. Magee, vice-president of Dow Brewery, andLou Soucy, advertising manager of Dow Brewery. Show is on 39 -week winter schedule

ing that time has increased the salesof Gattuso products throughout theprovince of Quebec."

Since the agencies, Burns Adver-tising Agency Ltd., for Gattuso, andVickers and Benson Ltd., for Dow,are not involved in the production

as is the agency for the English"Canada Bowls"), it was interestingto find that the objectives hinged onthe same calibre of showmanship andproved that in Canada, at least, thedangers that have beset the U. S.tug-of-war of agency -vs. -network con-trol are far from comparable.

As with "Canada Bowls", theFrench "l'Heure des quilles" is morethan simply a demonstration or ex-hibition of bowling. But in Quebecthe ten -pin game (or its small -ballvariation, duck -pins) is more popu-lar than the five -pin version whichstill reigns in the rest of Canada. Ac-cording to Gaston Dagenais, the pro-gram's producer, it was decided atthe very beginning to knit into theformat as much excitement as pos-sible to insure viewer interest.

"It had to have," Dagenais says,"the added incentive of a champion-ship competition played from weekto week by bowlers of the highestcalibre. We feel that the present sys-tem of eliminations leading to thechampionship gives the same oppor-tunity to the largest number of bowl-ers while insuring that only the bestplayers in any given season will ap-pear on the show."

This basic approach to the selec-tion of the competitors has beenhighly successful; so much so thatnow "l'Heure des quilles" is recog-nized as the "official tournament"among Quebec duck -pin bowlers.

Here's how the selection works:Each year, prior to the tv series, a

tournament is held in Montreal toselect the best bowlers from a total of240 contestants who hail from everysection of the province. Half of thesecontestants are chosen according tohighest triples scored in competitionsconducted throughout Quebec by DowBrewery; 120 are picked by Radio -Canada according to highest aver-ages posted in official league play atbowling alleys throughout the prov-ince.

In the Montreal tournament each

CANADIAN SPONSOR . 15 MAY 1961

id

for bowlingbowler plays 18 games in two daysand the 34 bowlers with the highesttotal scores earn the right to playduring the 39 -week tv series.

Each one -hour telecast features amatch of three games between two ofthe contestants, who are chosen bylot. One player is eliminated everyweek, and the winner goes on to meetanother opponent the following Sun-day. Bowlers may appear on severalsuccessive shows, for as long as theyare winning. But win or lose, eachplayer gets a chance to appear in atleast one televised match. Those whokeep winning soon become regularSunday afternoon tv stars.

When the 34 weeks of eliminationplay are completed, five weeks at theend of the season are devoted tofinals. Finalists are those five play-ers who achieved the highest triplesin any of the previous matches, plusthe sixth player who automaticallyadvances by winning into the 34thweek of play. The six finalists playunder the same system as the earliermatches, with the winner, who isawarded the annual Radio -Canadatrophy, being unbeaten after fiveweeks of play.

The additional stimulus of cashprizes gives the French bowlingshow added interest for viewers. Theprizes are considerable, too. Theoreti-cally, a contestant could win as muchas $3,400 during one three -gamematch. This would include $1,000 of-fered for a 1)A -feet game. So far,however, in the four years of "l'Heuredes quilles", no one has achieved themagic 300 points.

Other individual prizes offeredeach week are as follows:

For each game won: $50. For thehighest triple score: $75. For eachgame of 200 or more points: $25.

For a triple of 600 or more points:$50. For a triple of 700 or morepoints: $100. And a consolationprize of $25 is also awarded eachweek to the loser of the match, nomatter what his other individualearnings may be.

Everyone connected with "l'Heuredes quilles" is highly enthusiasticabout the show. M.C. is Michel Nor-mandin, with Yvon Blais describingplay by play. Together, they have


CKCW-TV general mgr Murray Goldsborough picks winner while announcer Bill Murray watches

Shoppertunity moves 'em0 I I ering a lift to local retail storesfrom the pre -spring sales slump was arepeat performance of "Shoppertuni-ty Days", conducted by CKCW-TV -CKAM-TV, Moncton-Campbellton.

Sixteen retail stores in the Monc-ton area. including furniture, jewel-lery, clothing and automobile salesoutlets, joined the station in the pro-motion. Each store was supplied with"Shoppertunity" signs to indicate itsparticipation, together with entryforms for the contest. First prize inthe contest was $1,000, with second,third, fourth and fifth prizes beingRCA Victor tv sets; all prizes weresupplied by the station.

To enter the contest, shoppers wereinvited to fill in the "ballots" provid-ed at the stores, simply giving theirnames, addresses and telephone num-bers, and depositing them in the box-es available for the purpose. One bal-lot was given for every one dollar pur-chase made.

"Shoppertunity ran for a total of12 business days, from 23 January to

t February. When the contest wasover, all ballots were deposited in alarge drum at CKCW, and winningentries for the money and tv sets weredrawn by general manager MurrayL. Goldsborough. Approximately 120,-

000 entries had been accumulatedduring the promotion.

Running simultaneously with the"Shoppertunity" promotion was acompanion - piece identification con-test. Each day during the contest, amystery shopper (chosen from amongfriends of the station staff) made therounds of the shopping district. Cluesto the identity of the mystery shopperwere broadcast on CKCW radio andtv and CKAM-TV. First person toidentify the mystery shopper wasawarded a prize of ten silver dollars.

CKCW reported that all of the par-ticipating stores had pronounced the"Shoppertunity" campaign a success,and while exact sales figures for theperiod covering the promotion werenot disclosed, it was obvious that the"success" was scored at the cash reg-isters.


a

17

Woolworth backs up its radio campaign Heavy 52 -week campaign on Toronto's CHUM is anew innovation for selling chain department store locally

Woolworth knows any ad campaign must be support-ed by proper follow-up with store managers & salesgirls

The F. W. Woolworth Company hasmade a major change in advertisingphilosophy for their Toronto market.To cover its 41 stores in this area,it's buying 1,040 one -minute spotsover a 52 -week period in 1961, onone radio station - Toronto'sCHUM.

Woolworth ad manager Keith El-liott is doing all he can to support hisCHUM radio campaign, and to provethe theory that radio can sell depart-ment store bargains. Most departmentand department -store chains had es-tablished successful styles of news-paper advertising long before radiowas an aggressive local ad medium,and they haven't felt compelled toexperiment with radio since. It wasassumed that radio failed to offerspecial benefits.

Today, this is changing. Sinceradio has moved into the realm of "abackground sound for living", it's asoften as not left on for extended per-iods, and a few spot announcementsduring the day can lead women totheir lo'cal department -store chains insearch of a bargain in the same waythat newspapers and handbill flyersdo.

Woolworth started in Canadianradio with a one -hour series on theCBC Dominion network in 1957. It

was a 52 -week Percy Faith musicshow, done in co-operation withWoolworth's U.S. operation. Themain purpose was to assist in chang-ing the overall "Five -Ten -Fifteen -Cents -to -a -Dollar" impression t h epublic had. The following two yearssaw extensive print campaigns, sup-plemented by flyers, on a nationalbasis. The fact that marketing prob-lems varied in different parts of thecountry made these national ad cam-paigns difficult, and this year Wool-worth instigated a new method inwhich local and regional campaignsare stressed.

In Metropolitan Toronto, Wool-worth operates 41 stores (includingsome as distant as Brampton andMarkham) in various types of local-ities - downtown, shopping plaza,and neighborhood. In many casesthere are two or more classes of mer-chandise being sold. In other cases,the variety of merchandise availableon one line of goods changes fromstore to store. For this reason, Wool-worth has decided to forego dailynewspaper ads, using locally -distribu-ted flyers and ads in local weekliesfor specific stores, and CHUM's spotsfor general institutional promotionand for those bargains available atall stores in the area.

Why did Woolworth cut out dailynewspaper ads in Toronto? "It wasgetting too expensive for the job wewanted done," Elliott says. The switchto CHUM came after a good deal ofthought. Woolworth came to theseconclusions: CHUM's audience consisted ofmore Woolworth -shopping types thanother Toronto stations; CHUM's ratings were high, andthe station itself was promotion -conscious with a good eye open forgimmicks and tie-ins; CHUM's coverage area was theclosest to that area occupied by the41 Woolworth stores. (CFRB was aclose contender, but its coverage -which includes half the province -was considered too broad for theirpresent ad plans.) The spot schedule offered wasgood. It covered the prime morninghours, plus a late spot which catchesdrivers and late shoppers.

Woolworth began the contract withCHUM on 1 January, setting up a"sales calendar" in co-operation withWoolworth sales manager F. L.Gooderham. The calendar is a listingof specials to be featured in the 41stores from week to week, from ho-siery to ball point pens. The prod-uct information is sent to CHUM'sLarry Solway, who condenses theinformation and writes it to fit therequired time. After being checkedwith both Elliott and Gooderham, itforms the "bargain" part of theWoolworth commercial, running be-tween a standard opening and closingportion which promotes Woolworthstores in general.

Woolworth ad manager Keith Elliott, who started CHUM campaign ( left). Support is given through showcards & banners in each store,and salesclerks are told what items are being "pushed'-as assistant store manager Chris Koster demonstrates in Yonge-Bloor store.

lisfrit (41*-0,4twold11

RADK

The commercials run three -a -day,the first between 6:00 and 9:00 a.m.,the second at 10:24 a.m., the last at4:23 p.m. On Sundays two are run,bcth in the early afternoon - a totalof 20 per week. Elliott would like tohave them prepared a month in ad-vance, but more often finds himselfworking only two or three weeksahead. The advance, of course, giveshim a chance to send out a series ofbulletins (on mimeographed redsheets) to the store managers, tellingthem what product will be advertisedat what time each day.

But this is only part of the supportElliott gives to the store managers.He also distributes store cards, win-dow pennants, and streamers - urg-ing shoppers to listen to the CHUM"Woolworth's Radio Specials" eachday. The managers are told what theyshould do also. "If you haven't hada real response yet to the items ad-vertised in your store, you probablyhaven't backed your promotion withthe following" reads one bulletin,which continues with a list of re-quirements for the store manager,among them: Hold staff meetings to informevery staff member of the items beingadvertised so they are equipped toanswer customer queries ("70% ofpromotions fail when the staff isn'tinformed," says Elliott.) ; If store has a radio, it should betuned to CHUM for every broadcast; Stores with message - repeatersshould tape-record the broadcasts andrerun them throughout the day; Every .flyer and handbill pro-duced for stores in the area, especiallyshopping centres, should make refer-ence to these radio specials.

Store superintendents are requiredto check on these points when makinginspection trips.

Elliott recently sent out a question-naire to his store managers, askingtheir opinions on the CHUM cam-paign. The preamble says, in part:"Any advertising medium can onlyjustify itself by increasing traffic inour stores. If this has been accomp-lished the advertising can be consid-ered effective. It is up to us asmerchants to offer values that willturn the increased traffic into in-creased sales." The questionnaire askssuch things as: the number of cus-tomers who have inquired aboutradio -advertised items; the lines of



the new bureau was operating, thenhe hoped that they would all see animprovement in the total radio salespicture.

Until the time the radio sales bu-reau - and the tv sales bureau, too- was operating properly and fullparticipation was open to the reps, ithas been decided to operate the repsassociation to facilitate negotiationswith the CAB. The members agreedto incorporate their association at thismeeting, and by-laws were approved.As a further step towards setting upsmooth -operating machinery betweenthe reps and the CAB, it was decidedto form a sub -committee, consistingof Waldo Holden, of Standard Broad-cast Sales, Reo Thomson of All -Can-ada, Paul Mulvihill who heads hisown rep firm, and Bill Byles, tohandle all negotiations directly withthe CAB board.

Proposed changes in the radiobroadcast order form and a suggestedtv order form, designed to eliminatethe need for agency contract forms,have now been handed to a sub-com-

( Please turn to page 28)

Andy McDermott who heads strong committee

REPS INCREASING PUBLICITY

Alarmed at newspapers' attack on broadcast adver-tising, newly incorporated Rep. Ass. plans fight back

Publicity committee under Andy McDermott increasedin strength & CAB channels smoothed by sub -committee

Members of the newly formed Sta-tion Representatives' Association arealarmed at the "obviously growingattacks of print media on broadcastadvertising."

At a special meeting held duringthe ACA Conference in Toronto,members of the Rep Associationpointed in particular to the activitiesof the Canadian Daily Newspapers'Association which, they point out, hasstepped up its activities - to thedetriment of broadcast advertising.

The Rep Association membership,however, did more than just complainabout the activities of the CDNA.They also discussed ways of corn -batting the attempts of print mediamen to discredit broadcasting. Afterthe meeting, they issued the follow-ing statement:

"Every effort will be made to keepthe public, the various trade publica-tions and the broadcast media them-selves fully acquainted with positive.successful and helpful informationabout radio and television advertis-ing in the future.

"To this end, Andy McDermott ofRadio and Television Sales Inc., theSRAC's vice-president, was empow-ered to proceed immediately to en-large his publicity committee and toenlist the help of all broadcasters andtheir associates, especially those ofthe trade press."

The CAB committee was giventhe task of finding a president for theproposed Radio Advertising SalesBureau of Canada, president BillByles of Stovin-Byles told the meet-ing; it has now narrowed the choicedown to one man of some 60 possiblecandidates.

However, it now seemed unlikely,he warned, that the new bureauwould be able to get under way be-fore late Fall. It was up to the stationreps to carry on the fight for the in-creased share of the total ad dollaron which radio has its sights. Once

19

NEWS &WRAP-UP

"Hart of the Matter", the CFTO-TV show of public affairs, inter-viewed Alberta's Premier Manning, who discussed the growth of theSocial Credit Party in his province. Host on the program is RickHart, one of the best political analysts on Canadian television.

Ray Peters, general manager of Vancouver's CHAN-TV, & Art Jones,president and chairman of the board, look over blueprints at thesite of the new CHAN-TV studios. Construction is well under way.

The Broadcast PromoGan Association's 1961 Board of Governors is shown at their first meeting of the year. They are (I r, seated):Kenneth Chernin, Triangle Stations (Philadelphia); John F. Harlbut, president, WFBM Stations (Indianapolis); Gene Godt, KYW-TV (Cleve.land); Harvey Clarke, second vice-president, CFPL (London, Ontario) ; Don Curran, first vice - president, KTVI (St. Louis). Standing are:Caley Augustine, WIIC (Pittsburgh); L. Walton Smith, WROC-TV (Rochester); James Bowermaster, WMT (Cedar Rapids); Heber Dorton, WHBF(Rock Island); Clark Grant, WOOD -TV (Grand Rapids); and Bud Sullivan, sec'y-treas, KYW-TV. Clarke is the first Canadian exec member.

The biggest sports package ever for CBC-TV appears on both the English & French networks. They both run 52 weeks and are sponsored byCarling Breweries Ltd. On the left photo the French network contract is signed by Carling's Richard R. Smith, while others look on:David Lockie (McKim), Marcel Ouimet (director-general for CBC's French network), Gerard Lamarche (director, Quebec division, CBC),and D. W. McNoughton (Quebec manager for Carling). Other photo shows English network host Bill Walker with baseball's Jackie Robinson.

516NT5OUND

NOTION5mONSTAIITION

With this gesture the TV floor managersignals his talent that the show has timedout to the precise split-second. Ard you'llbe on the nose too, if you invest your TVdollars in Canada's largest market . . .

Montreal. There's no better time thanricht NOW because CFCF-TV leliversCanada's largest English -language au-dience: 50% more delivered aJcience(average half hour, 7-11:00 p.m.) than artyother English -language station seenin Canada!

'February McDonald T. a.R.

Members of theCopy Director'sClub of Torontotook part in aCanadian MentalHealth Assn spot,during a visit toMeridian studios.

Emphasis was puton demonstrationshowing the newVideoprint processas well as tape.

CFRN radio's JohnBarron, Ad and SalesExecutive Clubpresident StuMarr, CFRN's DonBrinton and DerekField (I -r) check

some sellingpoints at therecent advertisingcourse whichtook placein Edmonton.

1=W1Pri:Tv12

01111. OM OF CANADIAI AARCONI COMPANY

CHCH-TV newscaster Harvey Kirck, and theHamilton station's director of news ser-vices Dave Rogers (l -r) have embarked on atrip to West Germany as the guests of theAdenauer government. They will be sendingback regular reports and filmed interviews.

CANADIAN SPONSOR 15 MAY 1961 1' I

ADVERTISERS

Imperial Oil Ltd. held a simul-taneous two -city shareholders' meet-ing recently through a Toronto -Montreal TelePrompter closed-cir-cuit television hook-up. Montrealshareholders watched the meetingon a 9 x 12 -foot screen in the ball-room of the Mount Royal Hotel.Two Imperial directors and mem-bers of senior management were onhand at the Montreal gathering toanswer questions.

The meeting was held in the con-cert hall of the Royal York Hotel,Toronto which was transformed in-to a giant television studio. Twocameras mounted on the balconytook over-all shots while a thirdtook close-ups of company andshareholder speakers. A specialtelephone hook-up permitted two-way conversations between the twomeetings.

E. W. Kierans, president of theMontreal Stock Exchange comment-ed: "We favour any move whichtends to stimulate shareholder inter-est. The arranging of these facilitiesindicates the company's desire toencourage shareholder knowledgeand the Exchange considers it high-ly desirable."

Texaco Inc. has won two of the1960 George Foster Peabody Aw-ards, the first time any sponsor haswon two in the same year. Winningprograms were The Huntley -Brink-ley Report, selected as the outstand-ing television news program, andThe Texaco - Metropolitan OperaRadio Network which won theaward for radio public service. TheHuntley -Brinkley program, carriedover 160 stations, has the largestaudience of any tv news program-a Nielsen rating of 21.1 in Febru-ary. Since Texaco became sponsorin 1959 the program has won fif-teen major awards the '60 Peabodybeing the second the program haswon, the first being awarded in1958.

The Texaco -Metropolitan OperaRadio Network (aired and Texaco -sponsored in Canada over the CBCTrans -Canada and French net-works) has been a Texaco sponsor-ship for 20 years. Part of the cita-tion for the radio award reads: "For21 years Texaco has rendered apublic service of inestimable cul-

tural value through the broadcastsof Metropolitan Opera with careful-ly planned intermission programsfeaturing high level commentary onmusic . . ." Special mention wasmade of the good taste and restraintin the commercial identification andclosed with a special word of thanksto Mr. Augustus C. Lond, Chair-man of the Board of Texaco Inc.for the major role he has played inkeeping the Metropolitan Opera onthe air.

British American Oil Co. has an-nounced the appointment of Leon-ard R. Woolsey as vice-president ofmarketing. Since November 1958Mr. Woolsey has been general man-ager of marketing for the company.

Lever Bros. Ltd. have appointedCockfield Brown & Co. to handleadvertising in Canada for two newproducts in the company's lines.The first is Lever's recently acquir-ed line of "Success" waxes and re-lated products, the other a newproduct 'Vim' which is now beingtest marketed in Western Canada.

Payeur Publicite of Quebec City,who were handling French -languagefor the Success company before itsacquisition by Lever's, have beenretained to serve in corporate orbrand areas in French Canada fora wider range of Lever products.

NETWORK

Representatives of the broadcast-ing systems of five nations will meetin Montreal June 14 to 21 whenCBC will host the 1961 annualmeeting of the Conununaute Radio-phonique des Programmes de Lan-gue Francaise.

The Communaute was founded in1955 to provide co-operation in theproduction of French -language ra-dio systems of France, Belgium,Luxembourg, Switzerland and Can-ada and to organize program ex-changes between the members. An-nual exchanges and co-operativeprogramming have increased eachyear and in 1960 some 2000 radioprograms were exchanged betweenthe member nations.

Current president of the Commu-naute is Benoit Lafleur, CBC rep.in Paris.

RADIO STATIONS

CJOC, Lethbridge, turned 14February into "DJ's SweetheartDay", with wives of on -air stafftaking over announcing and DJduties. Local advertisers apparentlytook the girls to their hearts, floodedthem with unsolicited gifts of candy,flowers, cigarettes, dinners and hair-dos.

CKEK, East Kootenay reportsappointment of Lloyd J. Hoole asstation manager. Mr. Hoole, wellknown in radio and television cir-cles in Vancouver, was for manyyears associated with CJOR, Vic-toria. Was also active as free-lanceradio and tv writer -announcer.

CFPA, Port Arthur has beenawarded contract to instal pre -tun-ed receivers in all units of the city -owned transit system.

CFRA, Ottawa is currently run-ning an interesting program -promo-tion for Monarch Flour (Cockfield,Brown). Listeners are invited towrite to the station nominating anddescribing someone they feel shouldbe selected as "Good Neighbour" ofthe week. Each week station pro-motion director, Norm Kert, selectsthe winning letter and the "GoodNeighbour" is brought down to thestation and interviewed for air pre-sentation. She (or he) also receivesa Monarch Flour "Certificate ofMerit" and a cheque for $25.

CHLO, St. Thomas reports thatShamrock Gardens, the largest gar-den supply centre in metro London,has contracted for nine "Mobil-casts" in the spring gardening sea-son. CHLO program hosts willoriginate their regular shows fromthe Inobikaster' unit at the Sham-rock Gardens locations. A similarcampaign is also scheduled for thefall. A newcomer to radio, theShamrock organization is concen-trating its budget exclusively inbroadcasting.

Bob Washington back in Winni-peg with CKRC after a year inMontreal. Previously with CKOM,Saskatoon and CKGM, Montreal henow specializes in women's pro-grams at CKRC, including the fea-tured "Bob Washington Show".


C K G M, Montreal personnelchanges: Barry King, formerly withCFOX, Montreal now deejayingthe Music 'Til Dawn Show. JackFinnigan moves to a daytime slot.Gene Kirby, formerly CJAD, Mont-real and Scott Johnson, formerlywith CBS, Boston now on -air. PeteDaniels new newser and Tim Sea-sons added to sales staff. Don Wallmoves from general sales managerto assistant station manager, GuyRoyal from local sales manager tonational s.m. Barry Savage movesup to local s.m. spot.

CHUM, Toronto promoted a lo-cally written and recorded disc "ALeaf Fan's Dream" sold copies overthe air and at Maple Leaf Gardens,netted $1200 for the CrippledChildren's Fund.

TV STATIONS

CHCT-TV, Calgary has won yetanother award for outstanding ef-fort. Latest is the 1960 TV RadioMirror gold medal for best over-allprogramming in Canada.

CFCL-TV, Timmins was award-ed the Canadian Cancer Society'sbronze plaque "For ExceptionalPublic Service" - the first time forany Ontario station.

WGR-TV Buffalo given the Na-tional Safety Council "Public Inter-est Award for 1960" presented an-nually in recognition of leadership,originality and initiative in the pro-motion of accident prevention.

CKRS-TV, Jonquiere has takentelevision to the mining town ofChibougamau in northern Quebec.A seven -tower microwave relay sys-tem now links the two towns and acommunity cable feeds into thehouseholds. Householders pay forinitial installation and a monthlyrental fee.

CFCM-TV and CKMI-TV, Que-bec City are covering advertisersand agencies with a novel promo-tion piece. Four small plastic con-tainers of jam set into a cardboardmailing box labelled 'Profit Sweet-eners'. The pitch line . . . you'rereally jamming your sales when youdon't use Quebec's strongest sellingcombination."

CKBI-TV, Prince Albert alsocame up with an unusual idea tocommemorate the opening of theirsatellite-a bottle -top drink pourerin the shape of a satellite - sent toadvertisers and agencies mounted ona card saying "A satellite for you".

CFTO-TV, Toronto was the an-chor station on a three -city hook-upfor the airing of "The Joke and theValley" winner of Hallmark's Tele-play Writing Competition. The pro-gram originated with NBC, waspicked up by CFTO and relayed toCFCF-TV, Montreal and CJOH-TV, Ottawa. This is the second pro-duction aired on this regional tvnetwork.

The Canadian Chamber of Com-merce, in the course of a lengthysubmission to the Glassco Commis-sion on Government Organisation,attacked both the CBC and the Na-tional Film Board, alledging thatthey are unfairly competing with

private industry and initiative andthat their ability to do so should becurtailed. The C of C brief specific-ally recommends that the NationalFilm Act should be amended, di-recting Federal Government De-partments and Crown Companies toutilize private industry for their filmproduction needs, and that apartfrom film distribution and the fur-nishing of advice to GovernmentDepartments and Crown Compa-nies, the operations of the NationalFilm Board be curtailed and thatevery endeavour be made to effectcontinuing reductions in appropria-tions for expenditures on this ac-count.

FILMCrawley Films Ltd. are helping

set-up Synchro-Quebec, a Montrealbased dubbing operation for adver-tisers. According to "Crawley Com-mentary" the Synchro-Quebec teamhave the experience of dubbingsome 375 films for French Canadaand will offer high quality at rea-

AN ACKNOWLEDGEMENT

To all those - broadcasters, CBC officials, performers,musicians, film producers, advertisers, agencies and pro-spective employees - who so kindly wrote, wired andtelephoned me after the announcement of the approvalof our application to operate the first private Canadiantelevision network, my warmest thanks for your con-gratulations and good wishes.

It has been impossible for me to acknowledge all theexpressions of interest individually, although I hope todo so as soon as possible. In the meantime, I wantedto tell you all how much I value your good wishes.

SPENCE CALDWELL

CANADIAN SPONSOR 15 MAY 1961 2:

sonable cost. Call Bill Kennedy inToronto or Arnold Shuster in Mont-real.

Screen Gems (Canada) Ltd. hasappointed Richard A. Cutler its rep-resentative for Ontario and theMaritimes. Cutler was Canadianrep for Romper Room Inc. and be-fore that sales supervisor of CKBBand CKVR-TV, Barrie.

All -Canada Radio & TelevisionLtd. have been appointed agents forthe recently completed ITC series"Golf Tip of the Day" featuringDow Finsterwald. Series comprises195 five minute golf instructionfilms, was produced by Skip Steloff.`Doc' Murray of All -Canada re-ports that already they have signedthree stations (CHAN-TV Vancou-ver, CFQC - TV Saskatoon andCHCT-TV Calgary) and have twonational sponsors showing interest.

Sovereign Films Ltd. are current-ly offering another ITC States -pro-duced series "Magic Moments in

Sport" 156 five minute (runningtime 31/2) shows featuring Leo (TheLip) Durocher. Frank KowcenukSovereign s.m. reports first sale toCFTO-TV with many other stationsauditioning and showing interest.Fall looks like the kick-off time -could be sooner if national sponsorinterest builds.

The Department of NationalHealth & Welfare, Ottawa has is-sued a new 190 pp. 16mm FilmCatalogue. Want a copy? Write In-formation Services Div.

William D. Hannah has been ap-pointed Canadian Division managerfor ABC Films Inc. with offices at103 Church Street, Toronto. Han-nah is well known in Canadian tvcircles, has been a producer andwriter, and was formerly manager,Radio and TV, Cockfield Brown,Montreal. Hannah will be attend-ing a sales meeting of ABC topexecutives to be held in Washingtonprior to the forthcoming NAB Con-vention, May 8 -10th.

NEW APPOINTMENTS

WALLY CROUTER G. F. (JERRY) MACCABE

W. C. Thornton Cran, president of Standard Radio Limitedannounces the appointments of Wally Crouter as Directorof Public Relations, and Jerry Maccabe as Advertising andSales Promotion Manager for Radio Station CFRB andStandard Broadcast Sales Limited. One of Toronto's bestknown broadcasters and a veteran of many years in radio,Mr. Crouter has been associated with CFRB since 1947. Hewill continue his morning show. Formerly an advertisingagency vice-president and marketing director, Mr. Maccabebrings to his new position a broad experience in all phasesof advertising gained from his years as an agency, publish-ing and department store advertising executive.

Huckleberry Hound, the cartooncharacter of countless careers, isturning to teaching. Three sets ofHuckleberry Hound Ed -U -Cardsare being released to schools, bookstores and toy stores. The three setsare titled "My first Reading Steps","My First Numbers", and "To TellTime".

Screen Gems, which distributesthe Hanna Barbera animated showsthroughout the world, is now show-ing overseas telecasters a specialHuck -Yogi film that segues throughfive different languages: English,Spanish, French, German and Ja-panese.

Stovin-Byles Ltd. has moved itsMontreal office. New location: 1500Stanley Street, new telephone num-ber Victor 9-7731.

Air -Time Sales Ltd. has openedMontreal office at 1396 St. Cathe-rine West, telephone UNiversity 1-0117. George Carter, ex -RadioReps and CKGM heads office, Mrs.Lu. Bedard is secretary.

Telescript-CSP Inc. has announc-ed the establishment of a new divi-sion featuring audio devices for theradio and tv fields. The new divi-sion's products were unveiled May7th at the annual convention of theNAB in Washington.

The company designs, leases andsells visual equipment such asspeech prompting and projectiondevices for television, motion pic-tures and education.

Spence Caldwell chairman of theboard of Caldwell AV EquipmentCo. Ltd. has announced that Mr.M. M. (Pete) Elliott has relinquish-ed his financial interest in the com-pany but will continue as a directorand remain active on behalf of thecompany.

Mr. Elliott's interests have beenacquired by Mr. Bruce Emonsonand Mr. Edward Galea who havebeen nominated as President andVice -President of the company. Mr.Emonson is also vice-president ofTelePrompter of Canada Ltd., an-other Caldwell company.


by Henry Karp us

ONE MAN'SOPINION

"Short list" is a new buying concept

At a crowded broadcasters' function a few weeks ago I turned tosee what a familiar gentleman was chuckling about. He was a highofficial of a medium-sized, but proud, television operation and wasoverjoyed at the fact that not only was his market fairly captive, butit was too small ever to support a competitive station. Through denseclouds of cigar smoke (his), I learned that this broadcaster's localbusiness was pretty good, and that because this fall almost everynational advertiser was abandoning the network and buying selective,he was cashing in on full rate card. Things couldn't be rosier! Well,

I challenged him on a point or two. Between heavy, but extremelydull, salvos of verbiage (mine) he learned that in the first place we'renot sure whether every advertiser will drop CBC network and, second-ly, if some do they will probably take a long look at the "short list"philosophy which did not include his market or station. A full glass

dropped out of a hand (his) ... all over a pant cuff (mine). Perhapswe should start at the beginning? We did.

Television in this country first saw the light of day in the two bigcities. CBLT came on the air - but only after many of its potentialviewers had been watching Buffalo tv for at least a couple of years.On the other hand, most Montrealers had never seen furniture lightup before so to them tv was a new and exciting experience.

The old "sold out" eraAlthough at first the CBC network was quite limited, advertisers

climbed on the tv bandwagon with passion. They descended on theprime evening times like a plague of locusts leaving untouched buta few strands of long hair stuff which the network preferred to keepto itself anyway.

Those were the days when advertisers were not satisfied with alimited network. We wanted more markets, greater coverage, coast -to -coast penetration with this new-fangled electronic salesman. Witheach added city and town, tv grew - and so did the charges to spon-

sors.

The swing to selectiveWell, just about this time, one or two bold -thinking agencies -

who just couldn't crack their clients into the exclusive 8 to 11 networkclub - sharpened up their pencils and figured out that by spendinga little less on the film property and placing it in the "fringe" timebetween 7 and 8 p.m., they could come up with a sizable audience atreasonable cost efficiency. This seemed like a revolutionary conceptindeed, but it worked. It worked so well that about a year or two

Later one of Canada's largest tv spenders yanked every one of its net-work shows and replaced them with a selective spread.

Today, the sprawling CBC network is still here, but so are eightsecond stations - available either through the second web or selec-tively. In talking with fellow adsters I get the reading that more andmore are looking to what we might call "the short list philosophy."

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ONE MAN'S OPINION continued

This merely means that instead of buying full network or 30 or 40selective markets, some advertisers are thinking in terms of the topfifteen markets only. The idea is simply to concentrate their distribu-tion, selling, advertising, and merchandising activities in a coveragearea representing something like 80% of total retail sales. It makessense to some - specially to the low profitability per unit items likefood and drugs. With today's diminishing product differential andsuperiority between competing brands, a shift in consumer preferencein secondary and tertiary markets would be practically insignificant.But such brand switching occurring in the top fifteen could be dis-astrous to any manufacturer. Hence, to hold his share these daysmany an advertiser is seriously contemplating the possibilities ofplacing his basic campaign, his extra heavy -up campaign, his promo-tion campaign, his war -fund campaign, all in the top fifteen or somarkets.

"Short list" means major -market boomOf course, some advertisers will still buy national network and

argue that they get the minor markets for very little extra cost. Thismay be true, depending on how heavy a program cost they aresaddled with. But in the new buyers' market, many are ready tonegotiate for lower film program prices on the short list and plowback the savings as additional support in the top competitive areas,via added spot weight or a hop promotion. To make it easier, I knowof at least two national advertisers who will soon offer several of theirfilm properties for co-sponsorship at exceptionally attractive pricesmade possible by volume buys.

At the moment there is a lot of talk about this "short list" concept,but it's a bit early to tell whether it will develop into a major trend.If it does, what happens to the secondary and tertiary stations beyondthe top fifteen? My guess is that they will have to get out and reallyscratch for national business. For one thing it is about time many ofthe so-called smallish telecasters organized themselves to prepare andpresent the story of not only their stations, but their market andcoverage area. In fact it wouldn't be a bad idea if a town's competingtv and am operations got together and prepared a comprehensivefact book on their trading area. So many pieces of direct mail drivelare sent to agencies that a well -conceived, well -produced sales pitchwould be almost as welcome as a rate cut.

For national advertisers who elect to stick with the CBC network,their market list is pretty well made up, save for a few supplemen-taries. But to those whose strategy calls for the new web plus selectivestations, the full market list is yet to be agreed upon. This will prob-ably go down as one of the latest tv selling seasons on record, so therestill is time left. The stations or markets that have something interest-ing to say better let us hear - now.

As for my broadcaster friend from the medium-sized, but proud,station, the last I heard he was working on a market presentation(his).


ACA CONVENTION(Continued from page 11)

work not too far away, that programcosts be kept at a sensible level.

"Just in the one area of the cost ofimported film shows, it would seemthat advertisers, agencies and broad-casters could serve themselves well byresisting any tendency on the partof distributors to inflate prices. . . .

The objective seems to be to pressfor better programming, perhapsmore specialized programming, witheven greater attention paid than everto the cost factor to ensure that thebest possible value is obtained. Butcost alone is not the criterion forjudging sales effectiveness. Too littleattention is paid to the commercialby the advertiser, and too much at-tention is paid to the program".

Indicating Lever's reliance on tv,Lockwood was critical of "the adver-tising/editorial ratio of some news-papers today (which) appears to bealtering to the point that some news-papers resemble advertising cata-logues . . . The cost of advertising innewspapers is being increased, eitherdirectly or indirectly, which, ratherthan attracting advertisers to themedium, will tend to dissuade themfrom using it".

Rev. C. P. Crowley compared thecommunication difficulties of adver-tising today with the current clericalproblem of "getting the messageacross". Dean of graduate studies atAssumption University, Rev. Crow-ley declared: "Admen have becomeskilled in the techniques and tools ofcommunication. You have learned thevisual and symbolic language ofpainting and sculpture; the rhetoricof music; the subtle linguistic strate-gies of the modern poet; the rituallanguage of the dance. In moviesand tv you have taught yourselves tointegrate these skills into a new rela-tionship with human speech. You arewell aware of the psycho -physicaldimensions of media technology -that tremendous tool for the channel-ling of emotion towards information,ideas, and action . . . You have wona surprising amount of power overthe general public - so much powerthat the last quarter of a centurymight be called the age of the ad-men.ff

But Rev. Crowley believes that apublic reaction to advertising is set-ting in; he calls it "anti-admenism"(not unlike anti -clericalism). "A newrationalism is creeping in . . . 'TheHidden Persuaders' is one of thefirst (and not a very good one) in along line of what we might call anti -admen books. It could not have beenwritten if the persuaders had remain-ed hidden . . . only when the persua-sive message -machine had gonewrong and begun sending off false,embarassing, contradictory and sur-prisingly revealing messages."

Advertisers apparently have be-come aware of the danger of publicreaction, and the even greater dangerof "believing their own magic", saysRev. Crowley. "There is an increas-ing trend to kidding one's own prod-uct", he points out. "Evening tv isfull of cartoons and voices makingsure that we know they're not takingthe business of selling too seriously.But it may also be that the admen arebeginning to sense the new, scoffing,

ironic reaction to their work and arebeating the public to it. I call itlaughing at your product - safely."

The anti -admen era would partlybe the result of advertisers' attemptsto communicate in a "cultural com-plex" of which only one -tenth is morethan vaguely understood (the othernine parts involve non-verbal pri-mary message systems, now barelyprobed). "We must learn to under-stand the aspects of communicationswhich lie outside our awareness.There are sensitive areas where ourmessages get lost; not where peoplespeak, but where they act accordingto rules which may be hidden fromyou". These rules, explains Rev.Crowley, vary according to groupsand levels and backgrounds, "and allthe elements which make up our va-ried culture. This is why you run intotrouble with censorship groups,theologians, parents, teachers and therest. This is why we're all so vulner-able".

"I suggest", counsels Rev. Crow -

ANNOUNCEMENTEffective August 9, 1961, Radio Station

CKNW, Vancouver -New Westminster,

will be officially represented by

Stephens & Towndrow Ltd.,

Toronto -Montreal.

CKTOP DOG IN B.C. RADIO

CANADIAN. SPONSOR 15 MAY 1961 27

ley, "that you (admen) begin to in-vestigate the mysterious secret whichthe mythmakers possessed - thesecret of releasing the symbols whichtouch and inspire all men".

"These symbols have nothing to dowith the difference between men,nothing to do with the simple physi-cal realities or the ego centres of sel-fishness which isolate us. This is themistake you make if you remain onthe motivational research level - thelevel of the shallowly hidden per-suaders.

"If language is a mirror of thespeaker, how visible, how audible areall of us who deal in many languages.The advertising man, like the cleric,advertises a man - himself".

FARTHING(Continued from page 11)

lic relations adviser to the CanadianInstitute for the Blind.

Whenever time permits KennethFarthing seeks recreation in curling,lawn bowling, fishing and garden.ing. He lives in Burlington, Ont.

From the time he started withWestinghouse (just before his fif-teenth birthday) he has movedsteadily upward. From office boy hewent into the shops as an apprentice.Four years later he moved to thesales department and held varioussales positions in Hamilton and Win-nipeg until he was promoted in 1944to manager of advertising and salespromotion, a post he held until hispromotion to his present position in1957.

DR. STEWART(Continued from page 10)

cumvent it?Second, it is clear that a large

part of the audience can remain infront of the screen without any partof the commercial message register-ing. Half -an -hour later, or less, theycould not tell what they had seen andheard. How is this kind of escapepossible? Can anything be done tocorrect it?

Third, how far is it true that thepeople who constitute the audiencemerely accept advertising on suffer-ance, and place no reliance on it?What difference would it make if aserious effort were made to increasethe credibility of advertising mes-sages? Has sufficient consideration

been given to how this could be done?Fourth, there is strong reason to

believe that some part of the audiencefinds some part of the commercialspositively offensive. How is this re-lated to the general attitude to all ad-vertising? Is it necessary to offendeven some of the audience? If not,what are the more acceptable alter-natives?

It is both the strength and theweakness of the newer media thatthe commercial content intrudes soforcefully. People become satiated,there tends to be a growing resistanceto advertising as such, and the effi-ciency of advertising generally de-clines. Such developments, in time,bring reactions. It is quite possiblethat, unless something can be done toreduce the pressures, audience re-sistance - combined with higher realincomes - will find expression in ademand for other forms of media( e.g. pay tv).

Alternatively, it may be possibleto discover means of utilizing themedia which will reduce consumerresistance and maintain the effec-tiveness of the media as advertisingvehicles. This seems to me to be ofthe essence of the problem confront-ing us.

REPS ASSOCIATION(Continued from page 19)

mittee formed by Bob Quinn, RadioRepresentatives Ltd., Alex Bedard ofBedard and Co., and Mike Callaghanof Air -Time Sales Ltd.

The new radio forms, it was de-cided, still need certain improve.ments, some of which were suggestedby Larry Webb, manager of the U.S.SRA group. The recent helpful visitof Larry Webb was much appreciat-ed, members agreed, and it was hop-ed that now the new order formswould be completed without delayand to the satisfaction of everybodyconcerned.

CBC AWARDS(Continued from page 13)

NBC. In the tv classes CBC won fiveawards (three firsts and two honor-able mentions), CBS won four firstsand one honorable mention and theNBC had one first and four honor-able mentions. The rest of the awardswere shared by independents, indivi-dual educational outlets etc. Sharing

honors with the CBC were the BC,Manitoba, Saskatchewan and OntarioDepartments of Education, the Atlan-tic School Broadcasts Committee, theNational Advisory Council on SchoolBroadcasting and the National FilmBoard.

RUMPUS ROOM(Continued from page 14)

basement conversions equal to fourtimes the cost of the two shows."

This, however, was only a smallpart of the benefits of the tv ventureas far as Barlow was concerned. "Wefeel the principal benefit of the pro-ject is that it established us firmly inthe rumpus room planning, sellingand financing fields," he adds.

From the station, an equally happyreaction. Don Tunnicliffe, sales man-ager of CKCK-TV says the show wasan undoubted success from all pointsof view. "And much of that success,"he says, "can be attributed to thesponsor. Barlow's attitude and per-sonality came over well and certainlyhelped create a good image for thecompany."

One complaint only was received.A viewer told the production managerof CKCK that his wife had been afterhim to build a rumpus room in theirbasement for years, but he'd alwaysmanaged to avoid the job by tellingher that he neither knew how norhad enough money for such an ex-pensive project.

"Now you've gone and wrecked awhole month of free nights!" he con-cluded.

JACK WEBSTER(Continued from page 15)

just to keep it authentic. But this iswhat gives Webster's three dailynewscasts and comentaries the grat-ing urgency and authority so vital tohis success - and fairly fitting forthe janitor of the mills of popularjustice.

How did Webster get this way? Hecomes from Glasgow (and not "out ofthe %$#&( woodwork", as a sweat-ing, angry James Hoffa recentlyclaimed), got a tough grounding injournalism (from half the newspapersin London's Fleet Street. He broughtthis crusading, digging style of jour-nalism to the Vancouver "Sun" in '47as a $45 a week reporter. Five years


later he chucked the city editor's deskfor a CJOR microphone because hesaw the fighting zeal wheezing out ofnewspapers; excitement had sprungup in radio.

Indeed, Vancouver radio has beenboisterous and alive for years, butWebster became the first "name" pro-fessional reporter in the area to trans-fer from newspaper. He led a parade.Now, in his strict judgment, almostall the good reporters in Vancouverare working for radio; and only radiois training and encouraging Webster'sidea of "good reporters". So outspok-en is his criticism of Vancouver's"Province" and "Sun" (he calls themthe morning and afternoon editionsof Pacific Press), that Pacific Pressstarted legal action against Websterand CKLG for alleged libel and slan-der in mid -March; last month thesuit was withdrawn. Webster hascome close to several lawsuits, buthe boasts that nobody has ever chal-lenged him in court.

In his switch from print to the out-spoken medium, Webster capitalizedon the best of both. Already noted asa rugged interviewer, Webster con-tinued to join a good memory forfacts with a habit of digging for back-ground detail, but on radio he waspouring it into a microphone.

"Getting familiar with the mikewas tough," admits Webster, "but Irealized that in radio interviewingmy questions had to be related towhat had gone before - this was themain problem . . . I do all my ownlegwork and I get away with (thistype of broadcasting) because I makesure I'm right and my material is inthe public interest. I never go intoan interview unprepared."

Now Webster has become masterof the loaded, uncomfortable questionthat some politicians realize is futileto tangle with on an open mike. SomeBC public figures, like Vancouvermayor Tom Alsbury and attorneygeneral R. W. Bonner have refusedto speak to Webster; but others, likepremier Bennett, have been knownto delay a press conference until Web-ster arrived. His arch -critic andfriend Jack Wasserman of the "Sun",calls Webster a "radiorator"; in lessfriendly moments, a "radiot".

Another critic, Jack Scott of the"Sun" recently wrote: "I know ofno other newsman with such a re-freshing zest for truth and honesty,or such an incisive way into the veryheart of the story. As a reporter he

is exciting, disturbing, tireless, single-minded. It is incomprehensible to Methat (the "Sun" doesn't) have him atany price. He . . . made his consid-erable reputation in radio by hisbold, brash frontal attack . . but itseems to me that what he needs rightnow is a good, tough, discriminatingeditor."

Webster himself says: "BritishColumbia is an ideal field for theold-fashioned investigative reporter.Apart from the provincial govern.ment's questionable actions, we havethe whole field of Vancouver civicaffairs."

Webster runs a radio newsroom offive full-time people (not large inVancouver radio terms), but theymake the most of the fm and elec-tronic equipment to make the report-ing talent go further. "No metrostation can develop news without fm,"he says. The tape recorder is anotherimportant instrument and Webstercriticises the courts for refusing toallow the recording of proceedings.This is more of a nuisance than ahindrance to Webster, because hisamazing shorthand ability has permit.ted him to make hours -long broadcastreconstructions of three big Vancouv-er trials. In the famous Mulliganpolice expose alone, he broadcastthree times a day during the 60 -dayhearings for an estimated total oftwo million words.

In connection with another bigVancouver trial, he single-handedlyexplained the case's background andanswered listeners' phoned questionson a three-hour broadcast. And forfour hours last month he replied tolisteners' queries on the generaltheme: "Is Jack Webster really nec-essary?" The conclusion: 98 percentsaid Webster is most necessary.

The CKLG news staff believes inworking hard for local news stories,so that on major coverage of originalstories, Webster can claim with con-viction: "Here's the story that wasn'tin your paper today and won't be inyour paper tomorrow!" He's criticalof the national and international newsservices because he feels that, at thislevel too, the traditional reportingzeal has disappeared and that nation-al news has become too much of apress conference and public -relationshandout business. For that reasonWebster snaps: "I hate pr men."

Actually his voice, his quick abilityto make enemies as fast as friends,his constant flirting with law suits,

should make Webster a broadcasterto be avoided. Yet no one denies hissincerity and charm, the impact ofhis broadcasts on a significant num-ber of listeners, and the prestige thatWebster -style crusading reflects onthe medium (a style inherited andadapted from the newspaper worldwhere it built press prestige). Andit's this prestige that advertisers andbroadcasters can share because itcontributes to the overall vitality andbelievability of radio.

WOOLWORTH(Continued from page 19)

merchandise getting the best re-sponse; are the ads planted at theright time of day; do sales results sofar justify continuing the campaign;and should there be regular meetingswith store managers to discuss futureitems to be advertised.

In any event, these questionnairesare being closely examined by El-liott, and this evidence, together withsales data, spot checks and inter-views, will aid Woolworth (andCHUM) in their noble experiment -that of radio's cracking the depart.ment store barrier.

BOWLING(Continued from page 17)

succeeded in injecting top excitementinto the program, emphasizing thehighly individualistic aspects ofbowling and so getting maximumviewer participation. Their successhas been such that much of the in-creased popularity of bowling in theProvince is directly attributed to theinfluence of "l'Heure des quilles".

Among other things, for instance,the program has succeeded in givingbowling a distinctive French flavour.As with golf (CS, 28 Nov., '60) theCBC's venture into this sport has re-sulted in a crop of new Gallic ex-pressions which are now part of everyFrench bowler's language. A strike isun abat; a spare, une reserve; a split,une trouee and a split -spare is unMona.

With its vocabulary established,bowling in P.Q. is now certain to gofrom strength to strength, encouragedby the Radio Canada championshipshow. Both Dow and Gattuso, seeingthe steady increase in the popularityof bowling, and the resultant grow-ing audience for "I'Heure desquilles", are among the Corporation'shappiest sponsors.


THIS WE THINK

Let's keep friendly criticism among friends!

Iwonder if Dr. Andrew Stewart drives a car?People who steer any vehicle through modern traffic

very soon learn that their manoeuvring also helps "drive"the cars which surround them. They develop a conscious-ness and instinct for this unless they take some maliciousjoy in parading the family car before their neighbors andbusiness associates with its fenders crumbled and its glasssmashed. There is even the awesome ability to sense andescape the petrol -blooded dragster. Here, really, is a"communications" for survival.

If the chairman of the BBG does drive a car, I hopehe soon finds a parallel between that technique and thesteering of the destiny of the Canadian broadcasting in-dustry. I hope it happens before the whole of it getsmangled under the constantly churning wheels of thenewspaper delivery trucks.

Dr. Stewart addressed the ACA last week. The speechhe wrote and the speech he delivered, were not the same.The newspaper reporters - who picked up pre-releasecopies of the speech in the press room - either didn'tbother to attend the session or didn't mark the deletionsthe Board chairman made. In the next day's press, broad-casting had about as much chance as a blind man in acrosswalk on an unlit throughway.

I have a sincere belief that Dr. Stewart is devoted tothe ideal of moulding a great broadcasting industry forCanada. I am convinced that his integrity is beyond re-proach. I am positive that he is able to suffer the slingsand arrows of a biased press - but commercial broad-casting is not. At least not for long.

Dr. Stewart assured the members of the ACA that"the channels of communication between the Board andthe advertisers and agencies will be kept open. The ex-pression of your expert knowledge and judgment will bewelcomed. We expect you to inform us when the proposalsor practices of the Board seem to endanger, reduce, orlimit the effectiveness of advertising on radio or tele-vision."

And then, grinding the ax of "responsibility placedon the Board" by legislation, he somewhat more thanlimited "the effectiveness of advertising." He deleted anumber of vital, qualifying points which illuminate theproblems facing all of advertising. Result was that thenewspaper word -merchants chose to swing only that sideof the Chairman's double edged ax which was aimed atthose advertisers who misbehave on the air. But the bodythat was hacked up was broadcasting's.

The BBG chairman, in his plea to advertisers to con-tribute to an ever-increasing quality for commercials,

By Sam Elber

deliberately highlighted what was worst among a scanthandful of air techniques in order to underscore the urgefor upgrading in these areas. I don't think that the betterthan 300 men in that auditorium, who fight for their slim -percentage leads at the cash registers of this nation's re-tailers, were impressed. But the paper boys whose regardfor accuracy is only type high, shoveled all of this andeven a quote which the Chairman had deleted from hisspeech (a critical quote on commercials from a CS "OneMan's Opinion") gleefully into the linotype gears. Thekind of thing that came out - appeared to be condemna-tion of the industry by Dr. Stewart.

It is a greater pity then that Dr. Stewart chose todelete the following from his speech since it must be ob-vious that the newsboys wouldn't handle it; at least theACA members might have been exposed to the other sideof the coin.

"The effect of advertising on the air media is differentfrom the effect in the print media. People do not con-sistently, or mainly, buy newspapers to consult the adver-tising pages or columns; and it is possible, withoutconscious effort, to read through a newspaper withouthaving seen a single advertisement. It is much more diffi-cult, although not impossible, for those before the televi-sion screen to escape from the advertising message."

Dr. Stewart's efforts to build a more favorable atti-tude for ever better quality and creativity in air adver-tising among advertisers, agencies and broadcasters, isnot only laudable, it's vital. CANADIAN SPONSOR is infull accord and eager to help. But so long as the spokes-men for broadcasting fail to communicate accurately inthe full knowledge that there is opposition to the intent,so long will communicator and the intent both fail.

Much of the BBG's work has to be done in public dueto the nature of the Board; for example station licenseapplications are made at open hearings. Furthermore, Dr.Stewart would be failing in his function if he didn't com-municate the ideas and expectations of himself and theBoard to the broadcasting industry. But it does not followthat the task of informing the industry must necessarilybe done from public platforms; indeed there are manygood reasons why the interchange of ideas should beshielded from the "garbling" and "jamming" attempts ofbroadcasting's enemies.

Whenever Dr. Stewart speaks for the record the pas-senger he is wheeling out into the hell -bent -for -winningtraffic of competition is the broadcasting industry. Andbecause he is in the driver's seat - I can only hope thevehicle is not a hearse.


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TIM LUCAS

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HARTLEY HUBBS -Seven years experience as a Radio news reporter andannouncer. Responsible for a series of documentarieson local and national situations and conditions.

BILL PRING -Canadian Radio and Television announcer and news-man for the past ten years.

PETE DANIELS -Six years experience in Radio and Television, covered1958 Springhill Mine Disaster, narrator of three full-length documentaries for United States and Canadianfilm companies.

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