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Number 19

Oct. 1, 1964

photo by C. 0. Dean, Regina.

Chief Dakota O'Kshina, meaning "Little SiouxBoy", alias Roy Malone, vice-president and generalmanager of CJME Regina, is seen here shortly afterhis investiture as an honorary chief of the SiouxIndian Buffalo tribe, the third white man to be sohonored. Left to right are the chief's brother,Gerald Goodwill, Roy Malone, a visiting Dakotachief, and Chief Max Goodwill. According to Roy,the gesture was made to recognize the public ser-vice contributions made to the tribe by CJME inpromoting their sports and community events andgenerally communicating life on the reserve to thepeople of Regina.

Favorite of 15,000,000 TV fans in Britain for thepast nine years, Hughie Green (centre) now appearson the eleven CTV stations and nine CBC-TVaffiliates as host of the trans -Atlantic quiz game,"Double Your Money" - sponsored by DominionSeven -Up, as hinted at in this photo. Replacing the7up cups during the show are quiz questions in thehands of Ann Bennett (right) and cash prizes in thehands to Zianne Calbert (left).. Hughie Green willcommute from the U.K. to Canada, taping a batch ofcontestants at a time in trips to each of seven CTVaffiliate stations.

"Three coins in the fountain" will be matched bythree coins from CHAB Moose Jaw in the station'sUnited Appeal Wishing Well public service promo-tion, in which the station will match, penny forpenny and dollar for dollar, the contributions tossedinto the fountain by passers-by. Throwing the firstcoins to launch the station's support of the UnitedAppeal campaign were (left to right) Jack Moffat,CHAB president; William Vervoort, UA campaignchairman; Walter Spriggs, UA president; and MayorOswald Fysh.

Few camera crews from the West have been allowedinto mainland China since the end of the secondWorld War, but this summer a three-man CBGTVteam spent two months in the People's Republic ofChina, gathering material for a 90 -minute special,"The Seven Hundred Million", to be shown on theCBGTV network November 4. Producer Pat Watson,writer Roy Faibish and cameraman Erich Durschmied(shown here, right, filming a typical scene ofstudents at work in an outdoor cafe) brought backrare coverage which has attracted the attention ofU.S. television networks.

911, titi4 issue

BBG Reports

CCAB Convention 10

Profile of a President

4

12

STATIONS!

Your

Number 1

Advertising

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DIRECT MAIL*

*Twice a month

Canadian Broadcaster

MAILS DIRECT

to advertisers

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and the United States

SIGHT & SOUND I

AT THE ANNUAL MEETING of theCanadian Assoc iation of AdvertisingAgencies, held last month in HoneyHarbour, Harry E. 'Red' Foster,president of Foster Advertising Ltd.,was elected president of the associ-ation. Vice-presidents are Hal D.Roach, president of McKim Adver-tising Ltd., and Byran Vaughan,managing director of Vickers & Ben-son Ltd. Secretary -treasurer is JohnM. Milne, managing director of Pem-berton, Freeman, Mathes & MilneLtd.

Other directors of the organiza-tion are past president Kenneth G.Anderson, chairman of the board ofWalsh Advertising Co. Ltd.; E.Clayton Daniher, president of F. H.Hayhurst Co. Ltd.; William H.Erskine, president of J. WalterThompson Co. Ltd.; Donald R.McRobie, president of Cockfield,Brown & Co. Ltd.; James E. McCon-nell, president of McConnell, East-man & Co. Ltd.; Ab A. Muter, mart -aging director of Muter, Culiner,Frankfurter & Gould Ltd.; LucienParizeau, president of CanadianAdvertising Agency Ltd.; WarrenReynolds, president of Ronalds-Reynolds & Co.; A. M. 'Scotty'Shoults, president of Jas. LovickLtd.; George G. Sinclair, presidentof MacLaren Advertising Co. Ltd.;Warren H. Wilkes, president of TandyAdvertising Ltd.; and John A. Will-oughby, president of Needham, Louis& Brorby of Canada Ltd.

METRECAL AND PABLLM, from theEdward Dalton Co. division of MeadJohnson of Canada Ltd., move toOgilvy, Benson & Mather (Canada)Ltd. effective December 1. Metrecalhas been four years and Pablum twoand a half years with Kenyon &Eckhardt Ltd.

TELEVISION IS THE ONLY mediumbeing used in what is described as"one of the most powerful campaignsfor a cereal product ever launched inCanada" -the introduction of QuakerOats new Cap'n Crunch cereal. Thelaunch started September 21 in East-ern Canada and will spread acrossthe country into virtually a year -longcampaign.

The Cap'n Crunch cartoon com-mercials are carried as far as Winni-peg in Quaker Oats' network TVshows, The Ed Sullivan Show,Magilla Gorilla, and Thierry laFronde, backed up by spots in localchildren's programs. In all, theCap'n's commercials are on close to50 TV stations from the Lakehead toNewfoundland. Spitzer, Mills &Bates Ltd.'s TV director, Bob Steph-enson, and his assistant, ArchieBressey, are visiting most stationswith promotional materials, Cap'nCrunch hats, sample boxes, variousdisplays.

This is what is believed to bethe first time a manufacturer hasdeveloped a French name and corn-

plete French marketing concept for aCanadian cereal. Cap'n Crunch isCapitaine Crouche in Quebec, withan all -French package, and specialversions of the Hollywood -made com-mercials show the French packagewith, of course, French sound track.

Account supervisor at SM&B isLou McCartney, and account execu-tive is Bill Moore, working withQuaker Oats ad manager Glen Hunt-ley and product manager WallyWilkins.

THE FALL SCHEDULE on CBC-TV(Broadcaster, September 3) includesthe following additions:

Proctor & Gamble Co. of CanadaLtd., through Compton AdvertisingInc., New York, additional sponsorsof The Ed Sullivan Show.

American Motors (Canada) Ltd.,through McKim Advertising Ltd., andRemington Rand Ltd., through Youngand Rubicam Ltd., additional spon-sors of The Danny Kaye Show.

H. J. Heinz Co. of Canada Ltd.,through MacLaren Advertising Co.Ltd., additional sponsors of PerryMason.

CARLING BREWERIES LTD., throughMcKim Advertising Ltd., is repeatingits sponsorship of the Championshipof Bowling this season, with a 15 -week schedule of live half-hour localbowling shows on twelve Ontariotelevision stations, beginning inFebruary. Late next summer thestations will submit presentationson their technical and promotionalhandling of the shows, and a trophywill be awarded to the station show-ing the greatest creativity and work-manship in its production of thebowling series.

THIS IS THE SYMBOL ofcreativity designed by seniorart director John Wiggins asthe corporate symbol to gowith the new agency name,Breithaupt, Benson & Com-pany Ltd. (formerly Breithaupt,Milsom & Benson). The newname and symbol were intro-duced at the agency's eighthannual meeting which wasattended by the 25 members ofthe Montreal staff as well asToronto personnel.

THE INDEPENDENT TELEVISIONOrganization has purchased The RedSkelton Show for its eleven memberstations this season, to be airedwith national participating sponsors.The deal was negotiated with theproduction company and comprises32 new programs as they will bereleased to CBS in the U.S. thisseason, plus seven shows from pastyears which have not been shown inCanada.

News from Advertising AvenueAbout Radio and Television . . .

Accounts, Stations and People

THE OCTOBER LLNCHEQN meet-ing of the Radio and TelevisionExecutives Club of Toronto has beenset forward a day to Wednesday,October 14. The guest speaker willbe Don Jamieson, president of theCanadian Association of Broadcast-ers, and the members of the board ofthe CAB will be special guests atthe meeting.

A NLMBER OF CHANGES in thestation sales representative fieldsee:

New vice-president of Stephens& Towndrow Ltd. is Terry Bate, whohas been general manager of QualityBroadcast Sales in Toronto for thepast 18 months, and prior to that wasnational sales manager of CHQMVancouver. S & T veepee GeorgeCarter, who joined the firm in Mayafter five years with radio rep firms

in Montreal, has moved from theMontreal office to Toronto head-quarters.

Further expansion at Stephens& Towndrow, already the largest repfirm in Canada in terms of advertis-ing placed, sees Don MacKenziejoining the FM division under DickSheppard. MacKenzie was formerlya salesman with CHUM Toronto. NewS & T sales rep in Montreal is LenBramson, formerly with Stovin-BylesLtd. there, who prior to joining S -Bin May, was with Schneider, CardonLtd.

New vice-president and managerof the radio division of Stovin-BylesLtd. is Bart Gibb, who joinedStephens & Towndrow seven yearsago and was made a vice-presidentthere three years ago. He replacesJack Turrall, new general sales mana-ger of CHFI Toronto, who had beenwith S -B one year.

ANNOUNCEMENT

STOVIN-BYLES APPOINTMENT

BART GIBB

Mr. W. D. (Bill) Byles announces with pleasure the appointment of Mr. BartGibb as Vice President and Sales Manager of Stovin-Byles Limited - RadioDivision.

Bart Gibb has been involved in radio and advertising agency work in Edmon-ton, Montreal and Toronto, for the past fourteen years.

He comes to Stovin-Byles Ltd., after seven years with one of Canada'sleading radio representation companies, Stephens and Towndrow, Toronto.

October 1, 1964 3

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BBG hearings - highlightsONE APPLICATION for a new TVstation was recommended for approvalby the BBG at their Halifax hearingslast month - Newfoundland Broad-casting Co. Ltd., Channel 10, 410watts (video), 205 watts (audio)EHAAT 107 feet.

Eleven applications for TV re-broadcasting stations were heard andrecommended for approval:

Val D'Or, P. Q. Northern Radio- Radio Nord Inc., pickup fromCKRN-TV, Rouyn; retransmit onChannel 8, 5 watts, directional.

Ville Marie, P. Q. NorthernRadio - Radio Nord Inc., pickupfrom CKRN-TV, Rouyn; retransmiton Channel 6, 5 watts directional.

Matagami, P. Q. Northern Radio- Radio Nord Inc., pickup fromCKRN-TV, Rouyn; retransmit onChannel 6, 5 watts.

Mont Climont, P. Q. La Cie deRadiodiffusion de Matane Ltde, pick-up from CKBL-TV, Matane; retrans-mit on Channel 11, 343 watts (video)172 watts (audio), EHAAT 732 feet,replacing existing low -power (5 watt)rebroadcasting station CKBL-TV-1.

Grande Vallee, P. Q. La Cie dela Radiodiffusion de Matane Ltde,pickup from CKBL-TV, Matane; re-transmit on Channel 11, 5 wattsdirectional.

Riviere-du-Loup, P. Q. CKRT-TV Ltee, pickup from CKRT-TV;retransmit on Channel 2, 5 wattsdirectional.

Promontory Mountain, B. C.Twin Cities Television Ltd., pickupfrom CFCR-TV, Kamloops; retrans-mit on Channel 5, 5 watts directional.

Chilliwack B. C. (Vedder Moun-tain) Vantel Broadcasting Co. Ltd.pickup from CHAN-TV; retransmiton Channel 11, 5 watts, directional.

Whitecourt, Alta. SunwaptaBroadcasting Co. Ltd., pickup fromCFRN-TV, Edmonton; retransmit onChannel 7, 5 watts, directional.

New AM Licences

There were five applications fornew AM stations of which two wererecommended for approval and threefor denial.

Approved was the application ofthe Dept. of National Defence for 20watts on 1490 Kcs at Lowther,Ontario.

A company to be incorporated,represented by J. Fred Weber, won arecommendation for approval for 1000watts day and 250 watts night, omni-directional, on 560 Kcs, in PrinceRupert, B. C.

The application by a companyrepresented by J. H. Jeffries for 1000watts DA -1 on 560 Kcs. in PrinceRupert, was recommended for denial.

Two applicants who competedfor AM daytime licences for St.Catharines, Ontario, companies to beincorporated represented respectivelyby Roy E. Bonnisteel and Robert E.Redmond, were recommended fordenial. Board's reasoning was that"a daytime only station, with theconsequent commercial disadvan-tages, including the lack of revenue

at peak listening hours, would beunable to give a consistently satis-factory service in a market as wellcovered by radio and TV signals asSt. Catharines."

New FM Radio StationDecision was reserved on an

application by Newfoundland Broad-casting Co. Ltd. for an FM stationat St. John's, Newfoundland, at 93.7mcs, with an erp of 1,600 watts,EHAAT 650 feet omni-directional.Board deferred until the "applicantis in a position to make more speci-fic commitments with respect to thefinancial and programming aspectsof the proposed station."

Changes in FacilitiesThe borad recommended for ap-

proval the following applications forchanges in facilities. There were norecommendations for denial in thiscategory.

CKPG, Prince George, B. C.:Change of antenna site and powerboost to 10,000 watts on 550 Kcs,DA -N from 250 watts on 550 Kcs,omnic

CJFX, Antigonish, N. S.: Powerboost to 10,000 watts from 5,000watts 580 Kcs. DA -1.

CKNL, Fort St. John, 111' C.:Power boost to 1,000 watts DA -N on560 Kcs. from 1,000 watts day, 500watts night on 970 Kcs.

CKVD, Val D'Or, P. Q.: Changeof antenna site, power boost andfrequency change to 10,000 watts(day) 2,500 watts (night) on 900Kcs. from 1,000 watts (day) 250watts (night) on 1230 Kcs.

CBH T-1, Liverpool, N. S.(CBC): Increase in erp and changeof antenna height of 426 watts(video) 256 watts (audio) directional,EHAAT 647 feet on Channel 13 from412 watts (video) 248 watts (audio)directional, EHAAT 275 feet onChannel 12.

CBHT-3, Yarmouth, N. S. (CBC):Increase of erp and change of an-tenna site to 15,900 watts (video)7,900 watts (audio) directional,EHAAT 620 feet on Channel 11.

CHCT-TV-1, Drumheller, Alta.:Channel change to 5 watts on Chan-nel 8 from 5 watts on Channel 12.

Ownership and Control ChangesThe board recommended for ap-

proval an application for the trans-fer of ownership of CKWW, Windsorfrom Royce Frith to WWKC Hold-ings Ltd.

Other transfers recommendedfor approval were:

CJCH and CJCH-TV, Halifax;CFCL, CFCL-TV, CFCL-TV-1 andCFCL-TV-2, Timmins; CKEC, NewNew Glasglow; CKYL, Peace River;CFOR, Orillia; CKCN, Sept Iles;CFMW-FM, St. Norbert; CJQM andCKQM-FM, Winnipeg.

The board approved disaffilia-1tion of CFCM-TV, Quebec from theCBC television French network,because of the establishment of aCBC TV station, carrying the net-work, in Quebec City.

4Canadian Broadcaster

BROADCASTERAuthorized os second class moil by the

Post Office Deportment, Ottawa, endfor payment of postage in cosh.

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

Room 205, 217 Boy St. - Toronto 1EMpire 3-5075

254 a copy(Directory Issues, $1.00)

$5.00 a Year$10.00 for Three Years

Oct. 1, 1964 Vol. 23, No. 19

Editor and PublisherRICHARD G. LEWIS

Assistant Editor

Art Editor

Makeup Editor

Composition

KIT MORGAN

GREY HARKLEY

BRIAN MacDOUGALL

ELIZABETH BROWN

Advertising Dept.HUGH B. FIDDAMAN

Secretary -Treasurerand Circulation Manager

T. G. BAL LANTYNECorrespondents

SAM G. ROSS - - - -

WALTER A. DALES -

DORWIN BAIRD - - -

LAURETTE KITCHENWALTER R. WATKINS-

OttawaWinnipeg

VancouverNew York

London

Typography and Make-up byCanadian Broadcaster

Lithographed byBickerton Litho

Editorial

Factual information - a hopeless quest

If there is currently a feeling in the air aroundradio - and when is this not the case? - it is rightnow a deep-rooted conviction that the medium isfailing to communicate to its advertisers and po-tential advertisers.

Right in this issue, the executive vice-presi-dent of the Television Bureau of Advertising, EdLawless, tells the Atlantic Association of Broad-casters about the difficulties he is encountering inhis search for success stories to convey to nationaladvertisers. (It is true that his prime concern istelevision, but as he said and as is obvious, it isequally applicable to radio.)

In his speech, Lawless quotes the advertisingmanager of the Hudson's Bay Company in Vancouveras saying, in a speech, "After more than 20 yearsexposure to broadcast media account salesmen, Ican put 90 per cent of them in one category: theyare just order takers." The real lack, Lawlesssaid, was of salesmen able to earn from six to six-teen thousand a year.

Also in this issue, George Sinclair, new presi-dent of MacLaren Advertising Co. Ltd., tells TheBroadcaster, in an interview, that this agency hasno doubts about the stations' end products, but hischief concern is the stations' "apparent inabilityto document their own case to advertisers. . ."

Last week, radio stations represented by HardyRadio & Television Ltd. met at the Alpine Inn inthe Laurentians for a workshop session. At thismeeting, the radio men heard from a major nationaladvertisers and agency executives.

They heard G. P. Marchessau, supervisor ofadvertising for Shell Oil Canada Ltd. say: "Youwould do well to look deeply into your statisticsrather than taking them for granted. Agencies andclients want more and more and more information."

W. W. Vanderburgh, advertising manager, CocaCola Ltd.: "We are interested in putting moremoney into your medium when you can tell us why."

Alex McKay, radio director, Foster Advertis-ing Ltd., said they are not concerned about courtesyvisits, but welcome station men with a usable ideato communicate.

Earl Box, radio time buyer, Cockfield, Brown& Co. Ltd.: "Each campaign is bought on a differ-

ent basis, and we are looking to stations for in-formation."

Roger Neron, vice-president, marketing, RobinHood Flour Mills: "Our greatest complaint is com-placency. . .high pressure until the contract issigned. . .and then forget us completely. . ."

Ray Collett, vice-president, McCann Erickson(Canada) Ltd.: "There is never enough informationand in the secondary and smaller markets - whereradio has, I believe, a still largely unexploitedgoldmine - often very little market information isavailable."

We are subtly(?) relaying this information tothe industry, and others interested, because wehave experienced ourselves, in the publication ofthis paper, a similar difficulty, dating back to ourbeginnings in 1942.

The information we are forever seeking is of adifferent sort from that which is sought by the ad-vertisers and their agencies. But we are seekingit from the same source, and often, it would appear,with similar results.

The fact is that radio has more outlets thanany other medium; it has a greater audience thanany other; and judging by the way it is regulated- as though its waves were some sort of an atomicexplosive - it has more power than any other.

Notwithstanding all this, its share of thenational advertising dollar is said to be only tenper cent, which is nothing short of ridiculous,except for one reason.

Whether it is a question of unwillingness orincapability, radio broadcasters, possessed as theyare of all the promotional power in the world, havenever communicated their story either to the publicor to the advertisers, and this runs the gamut, fromtheir entertaining, useful, informative and inspira-tional programs to the spending power of theirlisteners.

We see it as our responsibility to relay thecourageously frank comments of these prominentadvertising men, all of whom would like to use moreradio advertising, if the broadcasters would onlyhelp them.

RACio ic-Vc3s

WI-IAT A GRANDPARTY.... ANDALL FOR US y

VVE WANTYOU FOR ACLIENT, MRINTERNATIONAL

AND WE'RETRYING

TO SHOWYOU

by -{-a r A- 7 cy

NAvENIT1-IAD SOMUCH FUNSINCE OLD

CONSOLIDATEDWENT BELLY UP.NOW ABOUT THIS

PROGRAM

October 1, 5

WAB Convention

THE DAILIES DON'T BARTERDigest of an address by DAVID GILLESPIE

I am delighted to participate in your discussion subject "The

Broadcaster-a Businessman", because an agency and a broad-

caster are generally considered as being diametrically opposed

to one another. What do I mean by diametrically opposed? The

broadcaster is faced with rising costs and thus he must raise

rates or, if he's lucky, sell more broadcast time. The agency

fights the rising costs of advertising by stretching the adver-

tising dollar further for the advertiser. Hence the agency fights

rate increases. Isn't this a nice way to start a speech? It puts

you on one side of the fence and myself on the other. But I

didn't come here to tell you what nice fellows you are and thus

win a popularity contest. I am here to talk to you as one busi-

man to another - to talk sense - dollars and cents.

Sometimes an agency man isaccused, and rightfully so, of beingone who cajoles, threatens even usesa big stick on a station to get morefor his client. He sometimes playsone station off against another tosee who will give the advertiser morefree promotion. Some agencies even

send people on western trips to dojust that. Does that sound familiar?Gentlemen let's face it, it happensevery day and it's getting worseevery year. And so the agencydoesn't head the list of organiza-tions you respect. And frankly I

don't blame you. I am not throwing

Inflation is just a drop in the buck.

ACTiON CFCNSTAMM g2f7A-11:1

stones at agencies. Who am I to

cast the first stone - the agencybusiness is my business.

Why does the agency use a bigstick to get more for its clients? Whydoes it fight rate increases? In myopinion there are two reasons. Firstagency competition; second theagency has a receptive -audience inyou the broadcaster. Let me explainthese two reasons to you - one ofwhich you as a broadcaster can cer-tainly do nothing about - the other Ibelieve you can do something about.

Performance Outweighs Friendship

The agency business is probablythe most competitive of any businesstoday. The days are over when anagency holds its accounts throughfriendships with few exceptions. Thesuccessful agency holds its accountsthrough its performance. This meansthat an agency must outperform itscompe ti [ion.

If one agency has a food accountand is able to negotiate all kinds ofrate cuttings, free promotion etc., howlong do you think another agency thathas a competitive food account canhold that account if they didn't dothe same thing?

Any successful agency musthave, as one of its main goals, toobtain the most from every advertis-ing dollar. This is the very essenceof an agency's existence. Withoutthis goal we wouldn't have agenciestoday. One agency starts to wheeland deal, and if successful, other

THE WESTERN CANADAFRENCH RADIO GROUP

CKSB - St. Boniface, Man. - 10,000 Watts

CFRG - Gravelbourg, Sask. - 5000 Watts

CFNS - Saskatoon, Sask. - 1000 Watts

CHFA - Edmonton, Alta. - 5000 Watts

Reaching the French population of 227,000 in Western

Canada.

Can be bought individually or as a group.

Itow Rzpitemtted 13y

DAVID GILLESPIE, 31 -year -oldexecutive vice-president of BakerAdvertising Agency Ltd., super-vises his agency's Montrealoperation from the Toronto office.He also presides over the Bakeractivities in the fields of media,and research, and directs clients'services on a number of accounts.

agencies must follow or in the longrun go out of business. Thus anagency is forced not only to matchits competition but to, in fact, exceedit. Hence gentlemen we have avicious circle.

Let's talk about the secondreason - that the agency has a recep-tive audience in you the broadcaster.

Competition on All Sides

Most of you are faced with com-petition in your markets - and yourcompetition is keen. Either you haveanother station with which to con-tend, or you have other media allvying for the advertisers' dollar.

In some cases you may feel yourbiggest competitor is the nearestmajor market that eats up most of theadvertiser's dollar, leaving nothingfor your market. You need the adver-tising dollars to run your station andin some cases you're willing to goalong on a deal of free promotion inorder to get those dollars.

I might add that in some casessome of you have initiated free pro-motion by approaching the agenciesthemselves on your own initiative.Others of you have fought this. Butall it takes is one station to start thevicious circle.

And so you have an agency thatwheels and deals which starts thevicious circle on one side of thefence. You have one station thatoffers free promotion which othersfollow and thus anothervicious circleon the other side of the fence. Gentle-men we have a dilemma.

6 Canadian Broadcaster

Let's Talk Cents

This dilemma is costing youmoney and the agency money, - andwhere do these monies come from -the advertiser. So who in the endpays for this dilemma - the advertise'

It costs you money to do freepromotion. You must hire staff. Inthe end result if you want to makeany profit you have to raise yourrates.

What happens to the agency? Itcosts most agencies nearly double tobuy broadcast time versus printspace. A large part of this extra costis because of bartering. It takestime to barter and time costs money.Now an agency can't raise its ratesto the advertiser it must live withinthe 15% comnission.

However an agency must investthat 15% in services for the client.Thus the time devoted to barteringcould well be spent in other areaswhich would be beneficial to theclient. So who gets hurt? The ad-vertiser yes, the agency yes, and thestation yes.

Dailies Don't Barter

One of your chief competitors asbroadcasters is daily newspapers.

To my knowledge there is nodaily newspaper in Canada that isreceptive to any type of bartering, andyet they continue to get a large shareof advertising dollars. In all sinceri-ty, gentlemen, I do not believe thatwillingness to barter will provide youwith any more revenue.

Please do not confuse free pro-motion with promotion. An individualstation's ability to provide promotionis an added plus for an advertiserbut because promotion costs money,it should carry a price tag. In theend result an advertiser pays for freepromotion in higher rates anyway.

What is the long term effect onthe broadcaster if this bartering con-tinues?

I sincerely believe that in thelong term, this will have a detrimentaleffect on the broadcasting industryby reducing the confidence of the ad-vertiser in the broadcasting industry.Lowered confidences mean loweredrevenues no matter how you look atit, and lowered revenues mean poorerbroadcasting and thus poorer audi-ences.

Broadcasting Needs Confidence

Permit me to cite an examplethat happened a little over a year agowith one of our clients. We werebuying a radio campaign. We wereinterested in not only straight timebut some promotion. We outlinAl ourproblems to the various station repre-sentatives and asked them what theycould to for a specific amount ofdollars in their market.

In one specific market we couldhave put all our money on one stationor preferably split it two ways. I saypreferably split it two ways becauseone station had a specific type ofaudience that was just as importantto us as the other station regardlessof its size of audience. After out-lining our problems to the two stationrepresentatives, we asked them fortheir recommendation as to what theywould do for us.

We stated that the business wascompetitive - that it could be put onone station or on both dependingupon what was offered. We werebartering. I admit it. Regardless ofthe conservative reputation of TheBaker Advertising Agency Limitedwe too must meet competition and sowe barter. Now we ma' do it in anice way, but no matter what you callit this is bartering.

Both stations came back withtheir proposal. One proposal was somuch better than the other that themedia buyer purchased the one stationexcluding the other.

When . the station we excludedheard that they had lost the business,they wired their representative, "Getthis business at all costs". Andthis is just what this station pro-ceeded to do.

Now we, the agency, had twoalternatives. We could go back to theother station and say that they wouldhave to better what the other stationoffered or we would cancel our orderand put it all on the other station. Orwe could say I am sorry gentlemen,if you could not come up with a betteroffer in the first place then why do itnow?

The first alternative requires adegree of questionable ethics to saythe least. Since we are agents for anadvertiser and in fact buy time onhis behalf, we are placing the adver-tiser in the position of agreeing toone of two alternatives.

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If we decided to adopt the alter-nate one, we place the agency itselfin a questionable position, and placethe client in the position of agreeingto questionable ethics.

We chose the second alternative.We told the representative that ourJecision stood firm and asked whythey could not have come up with abetter offer in the first place.

The station was upset. Theytook it to the client directly. Infact, gentlemen, this went right tothe president of this company - apresident who has very little to dowith advertising and who does notunderstand the problems that we havebeen discussing. The president wasappalled at the situation and statedemphatically that no business was tobe placed on that station in view ofthe station's attitude of doing busi-ness.

Gentlemen, who got hurt? I re-peat who got hurt? What does thispresident of this company think ofthe broadcasting industry in generalas a result of this encounter? Thisis what I mean by destroying theconfidence so necessary for you thebroadcaster.

Programs Will Suffer

Let's talk cents about this in-cident. How much time and moneywas wasted by the station in going

Join mefor

breakfast?We suggest you do joinWally Stambuck each morn-ing for breakfast. Wally isthe popular morning mon onCFQC, Saskatoon, a veteranbroadcaster and well -likedby his daily listener..In case you wow r aboutthe attractions of Saskatoonfor a man of Wally's calibre,we draw your attention tothe sylvan scene of right.Unlimited recreational fa-cilities hereabouts forman who loves the outdoorlife. Ideal for Wally. Per-fect for CFQC. And for youand your product.

Not yet on advertiser onCFQC's breakfast show?Correct that situation now.That's a fine kettle of fish.

radio Saskatoon

back and forth to the agency and theclient with the extra proposal? Howmuch time did the agency have to spend on this? And finally how muchtime did the advertiser have to spendon this? The expenditure of thiscents doesn't make sense.

The advertising revenue youreceive provides you with the incomeso necessary for bettering of yourprograming. Better programming pro-duces better audiences. Better audi-ences produce more advertising re-venue. This kind of circle is whatthe broadcaster, the agency, and moreespecially the advertiser require.

Sense Makes Cents

Will the agency stop its barter-ing? Probably not. The CanadianAssociation of Advertising Agencieshave endeavored to curb this but thishas not been effective. As long asone agency barters, other agencieswill follow.

And so you can very well say tome "If you can't control your own in-dustry, how on earth do you expect usto control ours"? I can only answerto this gentlemen that agencies don'tbarter with daily newspapers. Theyknow they can't get anywhere and sothey don't try. Will you give it a try?

Let's not permit the CanadianBroadcasting industry to becomesimilar to that of the U.S.

Let's talk sense and make cents.

k.

October 1, 1964 7

Radio & Television Executives Club

Broadcasting reflects us as we are today

"NOBODY LIKES BROAD-CASTING but the people. As

a matter of fact, everybodyhates us but the people,"said William J. Kaland at theSeptember luncheon meetingof the Radio and TelevisionExecutives Club. Kaland hasbeen a broadcaster for over30 years, and since 1956 hasbeen national program man-ager of the Westinghouse

Broadcasting Co., which hasseven radio and four TV sta-tions. He has produced anumber of award -winning radio

programs and his TV series,"The American Civil War," isrunning in more than a hundred

markets.

"There's a great hue and cryfor the good old days, especially inradio," Kaland said. "The 'goodold days' is a dangerous track. Theyare the good old days because theyears have intervened and we re-collect with nostalgia and distortion,and in truth because our youth isthere."

Saying he is tired and bored andirritated with all broadcasting'scritics, Kaland wondered what thecritics are looking for. "You wouldhave liked it during its heydey. ButI'm old enough to remember theheydeys, and they didn't like it theneither.

"The good old days are rightnow," he said. "Broadcasting fillsa part of these present good olddays, in the sense that it is a re-flective institution. Broadcasting,both radio and TV, reflects our time,our society and our culture. Now,if you don't like what you hear or

see in the media, then perhaps youdon't like our times and society andculture. Perhaps you'd like to changeit. But in the meantime, broadcast-ing reflects us as we really are.

"Critics want something better.Who doesn't want something better?

Bill Vanderburgh heads new RTEC board of directors

THE RADIO & TELEVISIONEXECUITVES CLUB of Torontostarts off its fourth year of life witha national advertiser at its helm, inthe person of W.W. (Bill) Vander-burgh, advertising manager of Coca-Cola Ltd., who succeeds RalphSnelgrove, president of CKBB-Radioand CKVR-TV Barrie, as presidentof the organization.

Besides Snelgrove, who con-tinues to serve as immediate pastpresident, executive officers for- the1964-5 season are:

1st Vice -President: Douglas L.Breithaupt, president, Breithaupt,Benson & Company Ltd.

2nd Vice -President: Gordon T.Ferris, president, Radi o-Te 1 e vi s ionRepresentatives Ltd.;

3rd Vice -President: Douglas C.Trowel l, vice-president and generalmanager, CKEY Toronto.

Secretary Treasurer: Alex. E.Stewart, vice-president and generalmanager, Stovin-Byles Ltd.

Honorary Members of the execu-tive committee are:

Charles C. Hoffman, president,Radio Sales Bureau;

Edward P. Lawless, executivevice-president, Television Bureau ofAdvertising.

Serving on the RTEC board fortwo year terms are:

Gaston W. Belanger, manager,Paul L'Anglais Inc.; Frank C. Buck-ley, vice-president, W. K. BuckleyLtd.; H. R. Brass, vice-president,Nestle Canada Ltd.; Don A. Brown,advertising manager, Colgate Pal-molive Ltd.; Don R. Lawrie, directorbroadcasting operations, NorthernBroadcasting Ltd.; W. Harold Moon,general manager, HMI Canada Ltd.;Syd Perlmutter, director Radio & TV

What's the time?C -FUN, Vancouver

Pacific Time

CJGX, YorktonCentral Time

CHOW, WeilandEastern Time

ANY TIME IS THE RIGHT TIMETO BUY THOSE STATIONS

Adi goo/6 luedly tette-XeefrasJOHN TYRRELL or RAY SUTHERLAND in Toronto.

JOHNNY NADON in Montreal.

TYRRELL & NADON Broadcast RepresentativesJOHN TYRRELL130 Merton Street

Toronto 7

LtdJOHNNY NADON

1600 rue BerriMontreal

Arts, Ryerson Polytechnical Insti-tute; R. A. (Tony) Pitt, generalsales manager, Transcanada Com-munications Ltd.; R. L. (Bob) Simp-son, broadcast manager, Radio &TV, Foote Cone & Belding CanadaLtd.

Serving on the RTEC board forone year terms are:

W. D. Byles, president, Stovin-Byles Ltd.; S. W. Caldwell, presi-dent, CTV Televi s ion Network Ltd.;Hugh Horler, vice-president, Mac -Laren Advertising Co. Ltd.; J.Stuart MacKay, president, All -CanadaRadio & Television Ltd.; J. RossMacRae, vice-president, Cockfield,Brown & Co. Ltd.; Andy McDermott,president, Radio & Television SalesInc.; Wes McKnight, vice-presidentand general manager, CFRB Toronto;Warren Reynolds, president, Ronalds-Reynolds & Company; John T. Ross,president, Robert Lawrence Pro-ductions Ltd.; Herbert S. Stewart,vice-president and general manager,MCA Canada Ltd.; Barry L. Thomas,vice-president of media, McKim Ad-vertising Ltd.

8 Canadian Broadcaster

ANNOUNCEMENT

"There is nothing moral or immoral about music"

But I think we should take a goodlook at ourselves, at our product,and decide for ourselves whetherwhat we are doing is something ofwhich we are proud. If we are proud,then I suggest we get off our knees;I suggest we stop being so damneddefensive."NitiValtnifiMEMOMMINStsMIONIUMANNW

Kaland pointed out that broad-casters are charged with serving thepeople. "I should like to serve thepublic in many ways. I think it isgood to hear people laugh, and Ithink it is good to waste a littletime. I think it is good to subjectyourself to the many characteristics

(4010MMISW:MtittitetVANgtiOMMeanoblet&

Belief makes wonders happenWILLIAM I. KALAND and hispandana tree, with which hedemonstrated to the RTEC meet-ing his creed, "we should be-lieve, just believe, because onthe basis of belief, wonderfulthings happen."

ra6iu k I television/

A magician once told Kalandhow to make the tree, and at firsthe didn't believe it would work.But one day he tried it, rollingnewspaper up, tearing it .instrips, folding it and tearingsome more. "Something important

"Surely no critic would want aTV station to be educational all daylong, or a radio station to be filledwith nothing but uplift," Kalandsaid. "Such stations are not forpeople. You look at any schedule ofa major station and in a week's timethere is infinitely more material ofvalue and use than any listener canever possibly assimilate."

was at stake. My whole faithcould be shattered. He told mehow, I did it, and it should comeout the way he said it would.Kaland believed, and a wonderfulthing happened- he created whathe calls his pandana tree.

"I choose to believe that itis green and has branches, and Ichoose to believe that it standsin the forest and the sunlightstreams through its branches.And I think birds nestle in thebranches and smaller animalsgather around it, taking refugefrom the storm, and I think it isa beautiful thing. I think it hasmarvellous decorations on it. I

think it might be like a Christmastree. And I think the sound ofthe wind through the brancheshas a comforting sound. I thinkall these things about this tree."

"Now, there are probablysome people here who don't thinkthese things about my little tree,and there are probably somepeople here who say 'that's awhole bunch of newspaper, justtorn up'. I hope not. I would liketo think that most of you peoplebelieve it is what I said it is.But on the other hand, if youdon't believe, then I don't thinkthere is much anbody can doabout it."

mtsrafAMONISMINWS.ASSINOtAVIRISIMONINU.

of a lifetime."

"The big problem with radio isthat radio plays a thing called thephonograph record," he said. Hepointed out that everyone thinks hehas a sense of good taste, and that"popular", "contemporary", "rock'n roll" music, whatever you call it,is too frequently called teenage

Woman begins by resisting a man's advancesand ends by blocking his retreat.

ACTION CFCNSTAIRS! CALGARY

music and called immoral, though"there is nothing moral or immoralabout music" and audience researchproves that teenagers are a minorityamong the listeners to this music.

"This is an area for prejudice,"he said. "If you hate the music,I think rather than demonstratingtaste, you are demonstrating pre-judice. I don't know why any andall of us should be involved in akind of irritation with the peoplebecause either they don't like whatwe would like them to like, or theydon't like something 'finer'. Thepeople demonstrate their choice andthere is nothing wrong, in a freesociety, with these people demon-strating their choice."

In this age of seven rules forsuccess, six steps to something -or -other, Kaland offered a guide tobroadcasting, his "three E's" -Enthusiasm, Energy, and Emagina-tion. "I think these three qualtiesmust be the essence, must be whatwe bring to broadcasting. If wedon't bring any or all of these quali-ties, we can't be moving, exciting,stimulating."

ALL -CANADA RADIO AND

TELEVISION LIMITED

R. G. BECK

Ken A. Baker, Vice -President, Radio,All -Canada Radio and TelevisionLimited, announces the appointmentof R. George Beck to the RadioDivision of the Toronto office.In addition to his experience as aprofessional broadcast representa-tive with Standard Broadcast Sales,Mr. Beck brings to All -Canada anextensive background in the fieldof Retail and Industrial Sales withH. J. Heinz Co. of Canada Ltd., TheOgilvie Flour Mills Co. Ltd. andArmstrong Cork of Canada Ltd.

GERALD W. LEE and Associates I

Consulting Radio Engineers,1262 Don Mills Road,

Don Mills, Ontario.Phone: 444-5991 or BA:5-2497

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Price, including Federal Sales Tax $1,119.00.There are other Magnecord models available. Forliterature and further information together with thename and address of your nearest Magnecorddealer, call or write:-

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October 1, 1964

3751 Bloor St. W., Islington, Ontario. BE 1-33C3

9

CCBA Convention, Niagara Falls

c340.111194

parade of hits:

THE LUCY SHOW

The Greatest Show on Earth

STUMP THE STARS

The Texan

JAZZ SCENE U.S.A.

Fractured Flickers

FAIR EXCHANGE

Desilu Playhouse

THE UNTOUCHABLES

The Glynis Show

GUESTWARD HO

Journey of a Lifetime

JUNIOR ALL STARS

Harrigan & Son

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reagiaded1000 YONGE STTORONTO 5

Telephcne 925-9155

October 17 meet is new and differentNOTES OF NOVEi:,TY ANDDIFFERENCE highlight the advanceagenda for the 14th annual conven-tion of the Central Canada Broad-casters Association at the ParkMotor Hotel, Niagara Falls, Ont.October 17 - 20.

Subject to BBG approval, anetwork of Ontario radio stationswill carry a luncheon speech byOntario Premier John Robarts.

October 17 will be a day -longmanagement -only seminar.

The Radio & Television Artscourse of the Ryerson PolytechnicalInstitute will make a presentationand discuss the training and employ-ment situation with the broadcast-ers.

The convention proper, thethird in which management andengi-neers have met jointly, is October19 - 20. After the management -onlyseminar, October 18 has been setaside for social activities.

In planning the convention, thecommittee has acted on some criti-cism in recent years that holdingthe gathering in Toronto had attract-ed a large number of advertisers andagency personnel, had turned intoalmost a Toronto business trip forsome delegates, had lacked 6oc.a!activities, and in general had lostmuch of the camaraderie and all-broadcaste-s-together spirit of aregicti2.: convention. This year'smeeting has been designed to restore

A gentleman is a guy who doesn't go aroundblowing his knows.

ACTION CFCNSTATIONS!" g2ITAZZ

4 KEYSTO A CAPTIVE RADIO AUDIENCE

Radio Nord reaches 18,800 different households

Monday - Friday between 9.00 am/12 noon and

each listens an average of 9.7 hours - the high-

est average hours tuned in Quebec.

HARDY in Toronto & MontrealSCHARF in VancouverWEEDS & CC. in the U.S.A.

this spirit, even to the choice oflocation, where the CCBA membersand guests will virtually have themotel to themselves.

The advance management semi-nar is an experiment, and attendanceis restricted to one management -level representative of each of the47 radio and 16 TV CCBA Ontarioand Quebec (English) memberstations. Following this seminar,participants will be asked to com-ment on its value, and state whetherthey feel future such seminarsshould be held in conjunction withthe convention or separately.

The morning sessionoftheman-agement seminar will be an informalopen discussion of the nuts andbolts of the broadcasting industry,ranging over basic management pro-blems and the day to day businessof broadcasting. In the afternoon,the theme will be "profit manage-ment", with the discussion led byprofessor R. A. Willson, Professor ofthe school of business of the Uni-versity of Minnesota and presidentof R. A. Willson & Associates, man-agement consultants, which has anoffice in Toronto.

The settling -in, sociable Sun-day will feature a golf tournamentat the Oaklands Golf Course, andthen aHawaiian-style "luau" aroundthe pool.

Monday's open sessions willbegin with brief welcoming addressesby CCBA president Gordon Keeble,executive vice-president of CTV,and Leo Gilbeau, chief engineer ofCKSO Sudbury, who is chairman ofthe engineering section.

FM broadcasting is the focalpoint of Monday morning's session,and at 10.45 the speaker is a pioneerin FM in the US., FM director onthe board of the National Associ-ation of Broadcasters, E. L. Dillard,executive vice-president and generalmanager of WASH -FM, Washington,D.C. A panel discussion of FMbroadcasting will follow Mr. Dillard'saddress.

Luncheon Monday will bring theCCBA network into action, as Premi-er Robarts' speech is made availableto all CCBA member stations, tocarry live or tape delay, originatedby Radio Niagara, CJRN. CCBAbelieves it is the first regional as-sociation to apply to form a net-work, and it will pay for the broad-cast lines.

At 3 the topic is "TrainingCanada's Broadcasters of theFuture", with a presentation bystudents of the Radio -TV course atRyerson, directed by the course

10 Canadian Broadcaster

director, Syd Perlmutter.

The 1964 CCBA news awardwill be presented by Charlie Ed-wards, manager of Broadcast News,to the station showing the most en-terprise and thoroughness in "re-porting on community problems bytelevision". Entries will be judgedby members of the Radio and Tele-vision News Directors Associationof Canada, headed by RTNDA presi-dent Bill Hutton, news director ofCFRB Toronto.

The annual banquet, precededby a cocktail party, will be heldMonday evening, and will featureentertainment by the popular folk -singing group, The Travellers,through the courtesy of ColumbiaRecords of Canada Ltd., and by BillLong and his group, stars of CHCH-TV's highly -rated Jamboree.

The closed sessions on Tues-day, limited to voting delegatesonly, will get off to a good startwith the annual Carling's breakfast.

At 9.30, Dr. B. K. Byram,executive vice-president of BBM,will report on "The New BBM - andHow to Use It". At 10.30 therewill be reports from the radio andTV divisions of the national salesadvisory committee of the CAB,he- 1'd by Bill Brennan, vice-presi-

dent in charge of sales, CFRBToronto, and Cliff Wingrove, salesmanager of CFPL-TV London.

Management and engineeringgroups will combine for lunch, spon-sored by the engineering section,with guest speaker Glen Robitaille,chief engineer of CFPL-TV London.

Tuesday afternoon at 2.30, CABpresident Don Jamieson will deliverthe CAB's report. The CAB boardis holding a directors' meeting im-mediately prior to the conventionand the directors will attend theCCBA's meeting. At 3.45 there willbe the annual meeting and electionof officers, concluding whatpromises to be a busy convention,organized by convention chairmanFrank Murray, general manager ofCJBQ Belleville, first vice-presi-dent of the CCBA.

Engineering Section

The engineering section meet-ings will feature twelve papers overthe two days, all designed to up-date the station engineer. Techni-cal personnel will also have theopportunity to meet with manu-facturers and suppliers, and see thelatest developments in the equip-ment exhibits.

Chairman foresees changes -

will withdraw November '65NEWS THAT Dr. ANDREW STEWART,chairman of the Board of BroadcastGovernors would not be continuingafter his term expires in November1965 broke in the house last weekwhen the prime minister said thiswas the case in answer to a questionfrom the leader of the opposition.

Actually Dr. Stewart's letter tothe prime minister advising him hewould not be available dates backto the time of the appointment of theFowler committee of investigationinto the broadcasting business.

Dr. Stewart, asked by TheBroadcas ter for a further e xplanat ion,said he was in no way disenchantedwith the broadcasting industry, andwould be continuing his work asusual until his term expires.

His reason for intimating hewould not be available for a furtherterm, he said, was that it may beassumed that, as a result of theFowler investigation, there will bea great deal of change in the broad-casting industry in general, and nodoubt the structure of the Board ofBroadcast Governors in particular.As he would not be interested inserving another seven years underany circumstances, he felt he shouldadvise the government on this point.

Dr. Stewart said he has nodefinite plans for the far future, butright now he is sticking to his deskat 48 Rideau Street, Ottawa.

Speaking of the BBG's currentactivities, he said the board is con-cerned about the transfer of stationsshortly after licences have beengranted, especially when such situa-tions revolve around the financialcapacity of the applicant.

In the United States, the FederalCommunications Commission hasregulations in this respect, and theboard has asked for an investigationinto the ways and means theyemploy.

Expressing his own opinion onthe subject of color television, Dr.Stewart said he is very sensitive tothe idea of telling people they can-not do things. But he feels that inthe light of the cost of installingcolor and getting it off the ground,the costs entailed would be heavy.He feels also that the strongestmotivation for going into color, whenthe time arrives, will be the powerof competition, where one stationgoes in for it and its competitorsfeel compelled to follow suit.

"However," he said, "with theuncertainty about the future createdby the Fowler investigation, thereis no way of making decisions withany degree of permanency until thiscommittee tables its report. This hesaid will probably be early in 1965.

WE BEND OVER BACKWARDS!To get shots that are different, exciting and meaning-ful, whether it be outside our studios (like the shot ofour tower above) or inside our 3 studios 25' x 25',24' x 36' and 75' x 50'. We have 3 Marconi 41/2" and 2Dumont Studio cameras. Three Ampex video tape record-ing facilities -a Kinescope recorder - we also have amobile unit equipped with a video tape recorder, threecameras with lenses including one Varotal -III and one

Varotal V. (Our mobile comes very handy during ourfamous Winter Carnival. We cover all major events onthe spot!) We have a separate mobile unit for filmequipped with a SOF camera. We could go on like thisfor pages as -we are equipped as well as any big net-work station and furthermore we do really bend overBackwards to produce the best!

CFCM-TV*CKMI-T1/Television de Quebec (Canacla)Ltee.

October 1, 1964 11

MacLaren Advertising Co. Ltd.

George Garfield Sinclair --

- a creative president

for a creative agency

UNLIKE HIS ELDER BROTHER,GORDON, the new presidentof MacLaren Advertising Company Ltd. - the third since itwas established in 1922 - can be described as modest, quiet,reserved, charming, and, in every respect except politics, con-servative. He is Toronto -born George Garfield Sinclair, born

on St. Valentine's Day 1916, married to the former MargaretJane Allan, who has borne him a son, Ian, and two daughters,Nancy and Catriona.

Prexidents of most Canadianagencies are chosen from the ranksof the comptrollers and accountexecutives, but George Sinclair re-versed tradition, rising to his neweminence by the copy -writing route.

He started his career in 1937 asa reporter on the Toronto Star; joinedthe advertising department of theJohns Manville Roofing Company in1938; became publicity manager forthe Dionne Quintuplets in 1939 andjoined MacLaren's, as public rela-tions writer, in 1940.

After service with the RCAFand RAF, he returned to the agency,this time as copy writer, in 1946;became copy chief in 1951; creativedirector in 1954; vice-president anddirector of operations in 1957; as-sistant general manager in 1959;general manager in 1963; presidentin 1964.

While the rise to eminence of acreative type rather than one on themore or less selling side, may con-tradict tradition with agencies ingeneral, it seems par for the courseat MacLaren's.

MacLaren's always have, andalways will, take the creative sideseriously, the new president said,and this explains the background ofthe two previous presidents.

Line of Succession

Jack MacLaren, started theagency as a subsidiary of the Ameri-can Campbell Ewald in 1922, andbought them out in 1936, when hereorganized under the present name.

He brought the agency up to secondlargest in the country with billingsof $20,000,000. He was a war corre-spondent during World War I, and hadspent most of his working days increative advertising work.

George Sinclair pointed out thata substantial part of the foundationon which the agency was built wasradio, specifically and notably NHLHockey broadcasts, fathered by thelate C. M. Pasmore, the agency'sfirst radio director, and of courseVeteran Sportscaster Foster Hewitt.

On Jack MacLaren's death in1955, the presidency was assumedby Einar Rechnitzer, under whoseguidance billings went up to $35million (3 million in radio and $111/2 in television) and MacLaren'stook over the Number 1 position foragencies in Canada, probably, Sin-clair added, larger than any U. S.agency on a per capita of populationbasis.

Einar Rechnitzer came in by thereporter route, working on papers inCanada and the United States, and,as did Sinclair, started with theagency in the public relations de-partment.

Talent Discovery

"MacLaren's take the creativeside of advertising seriously,"George Sinclair said. "They alwayshave and always will."

Looking for unique talent hasalways been the agency's policy hesaid, "with the result we have beenable to secure new business where

fillaNigelalieiMINEMMBINGEMONSW.,?i,EMBOW:,,MANEM:33SENEM:MASSMONONFAMESSMS80,:, NM:

Brother Salutes BrotherBIG BROTHER GORDON SINCLAIR, Toronto newscasting's out-spoken iconoclast, nemesis of interviewees on the TV panel show,Front Page Challenge, ubiquitous journalist given to filling his penwith vitreol, did a complete face -about when he announced brotherGeorge's appointment. It was on his Let's be Personal on CFRB,and he must have convinced listeners that beneath that cruel exteriorthere beats something warmer than a block of ice.

Speaking of the arrival of George, the 64-year old Gordon - 16years the kid's senior - Gordon wrote and said:

"George had an ordinary schooling, no university but. . .abrother so many years older was not in touch...

"George went into the MacLaren Company as a protege of thefounder, Jack MacLaren, by whom he was personally engaged. . .

"From MacLaren's George went into the RCAF, graduating asnavigator and taking many a plane safely over German targets and

not in the first RCAF raid over Berlin, he wascertainly one of the first. This was probably the most intense periodof his life. A young husband and officer with wife and children athome, he had much to lose and was determined to put a good face onit.

"We talked but little about any phase of this, either face-to-faceor by letter, but I gathered that George would take what came - noexcuses, no wire -pulling, no glorification and no self-pity.. .

"He was home before war's end, because of an eye injury suffer-ed over Berlin and there was fear that a promising career might becut short by blindness.. .

"In 1949 one eye was severely impaired and the other affected,and George decided he would like to see the world while he could.It too was on a world trip at that time and we met for a pleasant weekin Paris.

"Under treatment, both eyes recovered to the point where theyare as good as ever today.. .

"I have never seen George at a meeting of client and agency butthey tell me there comes a point when he takes the view that this isit. We are the trusted and we are experienced. Either we have acampaign or we have not.

"It's not a case of saying 'take this or else', but it is a point ofdeciding that 'what we have to offer, now, is the best we can do andlet's not beat around the daisies'.. .

"In meetings of fellow -advertisers - where I have seen my brotherin action - this is his approach.

"So, on this date, brother salutes brother.

"What George has accomplished has been on his own. Nobodyhelped. Anyway, nobody in the clan."

Wat9OKOMNIVINW.ANOWVENIMMINOMINSOVAMW4OCOMISROMBOWSW-.Mt#404

we have some thing to offer."

Wayne and Shuster got theirstart with the agency, when the lateMaurice Rosenfeld featured them onWife Preservers for the Javex Com-pany.

Robert Goulet got his first en-

gagement when he came east fromEdmonton on General Electric'sShow Time.

Shirley Harmer and Alan Youngwere two more MacLaren discoveries.

Peppiatt and Aylesworth were acouple of kids in the radio depart -

12 Canadian Broadcaster

Good Music KickGeorge Sinclair

ment, Sinclair said, "and they arenow minting it in New York."

George Sinclair aims to matchthe two remarkable records of histwo predecessors "with thc. help ofthe keen and eager staff of pro-fessionals."

He c..int;:.rripiate:, eio majorchanges, the; only di'..ierence being afew title chanve7.

Einar ReL!,.ni becomes chair-man of the board; Edmund Brown isnow vice-chairman; W. H. (Bill)Graham becomes executive vice-president, and the Winnipeg broad-caster who came to Toronto to workwith Maurice Rosenfeld over twentyyears ago, Hugh Horler, emerges asgeneral manager as well as vice-president.

George Sinclair's plan is to con-tinue to place people "in the creativekind of climate where they can breakout when they're ready to go.

"This is not much of a shop forrule books," he said. "We try to putthe best people in action and thengive them their heads.

"We are as unobstructed as anyshop of 375 people could be.

"We are experimenting withwhat computers can do for advertis-ing agencies, not to replace peoplebut to make them function moreefficiently."

On the subject of the invasionof American agencies, George Sin-clair said there was a definite trendabout eight years ago for these con-cerns to open branch offices inCanada, primarily to take care ofCanadian operations of Americanaccounts. They attracted a gooddeal of business at the time, he said,but he doubts if their share of Cana-dian business has increased sincethis time. "A number of them havenow given up the ghost," he said.

Concerning Broadcasting

Questioned on his attitude to-wards the broadcast media, Sinclairsaid: "Our chief concern is not somuch their 'end products' but theirapparent inability to document andconmunicate their own case to adver-tisers, agencies and buyers ingeneral.

"Broadcasters complain thatagencies are buying on a 'numbers'basis," he said, "and to the extentthat this is true, I think the faultlies with the broadcasters them-selves, because they have failed toprovide any better basis."

`QM teeners dig Bach versus BeatlesA SIX-FOOT HIGH LIKENESS ofJohann Sebastien Bach, atop aJaguar XKE covered in purple foiland escorted by members of the BachBattalion and the Beethoven Brigadeof "The Teenage Underground", wasone of the highlights of the PacificNational Exhibition parade in Van-couver recently. A similar contingentheaded by Beethoven followed.

"The Teenage Underground" isone of the latest inspirations ofVancouver's good music station,CHQM. The club was formed foryoung people who prefer classicalmusic to rock 'n roll, drama to TV'ssituation comedies, and likewiseCHQM's programming rather than thealternative radio fare. What startedas a simple station promotion hasdeveloped into a full-fledged move-ment with staff and organized acti-vities.

The "Underground" is some2300 members strong, identified bymembership cards declaring that the

BBG '65 HEARINGS

THE BOARD OF BROADCAST Govern-ors has announced its schedule ofpublic hearings for 1965: January19, March 23, June 15, September 14,November 2. The March hearing willbe held in Vancouver and all otherswill be in Ottawa.

The BBG has postponed itshearing on color television, pendingthe report of the Fowler Committeeon Broadcasting early in 1965. Ahearing will be held in OttawaNovember 3 as scheduled, but willnot include a discussion of color TV.

Say you saw itin

The Broadcaster

holder has never been a card-carryingmember of a rock and roll party andpledging to "honour mom, the flagand leonard bernstein". Manymembers can also be identified bytheir specially -designed t -shirts,bearing a likeness of either Bach orBeethoven encircled by the station's"Q" emblem, which are selling inThe Culture Corner of the Hudson's

Bay store at about the same rate asBeatles t -shirts.

Having come above ground forthe PNE parade, the Teenage Under-ground is planning other QM -support-ed activities, an evening at theopera, a pops concert by the Van-couver Symphony, special minuetdance parties.

ADIO NEWFOUNDLANDvoc_ . CKCM cliCM10,000 watts 10,800 watts 1,000 watts

BEST BUY IN Seatem eviada:'ask the all Canada man

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to Gordon Carterand Bob IrvineCFCN, Calgary

Your brochure on the Calgary Stampede Breakfast

is sensational. Feeding 25,000 people with

nationally advertised products is the

talk of this town

GORDON FERRISRadio -Television Reps. Ltd.

October 1, 1964 13

tvKEEPS AN"EYE ON

EDMONTON"FRIDAYS, 6:10 - 6:40

The bi-line is Edmonton;its people, its events, the

interesting local scenecovering topics from cultureto sports and the latestbusinesses and industrial

processes that help to makeEdmonton Canada's fifthmajor market, all these

things are seen throughCFRN'S "Eye on Edmonton!"

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OVER THE DESK I

WHEN A BROADCASTING STATIONdares to be different, it's history.Except for one broadcasting station- CHUM, Toronto.

Many stations, in these agingears, seem averse to the idea thatsomeone might hate something theyput on the air, so they take the pre-caution not of putting on programspeople will eagerly tune in, butrather ones they won't bother totune out.

(If the above paragraph seemsto remind you of something you haveread before, you are quite right. Youhave read it in the Broadcaster, aslikely as not in this column. A poorcliche, but mine own.)

For years, CHUM (AM radiothat is) has been way out in leftfield with its generally -speakingnoisy and always fast -paced pro-gramming, whicheveryone loves -alarge segment of the public becausethey just plain like it and the criticsbecause it gives them something tocarp about.

CHUM programming has beencalled about everything except"middle -road"

Then CHUM went FM or ratheradded FM to its established AMoperation. People wondered whatwould happen. Would it be a rock'n' roll operation on FM or what?

What did happen was CHLM-FMstarted with exactlythe same policyas its AM, in that it still avoidedthe "middle -road" - but in the otherdirection.

It complemented its extreme"popular" programs or whatever youcall them on AM, with the preciseopposite - classics, long -hair orwhat have you - on FM. So similar,yet so different!

Last month CHLM-FM cele-brated its first anniversary on theair by announcing that it would becontinuing its policy of "far-outclassical" in direct contrast to themiddle -road policy of the other FMstations in the Toronto market.

Starting this month, it is pub-lishing a monthly program guide forwhich it is offering subscriptions at$3 a year.

It is incessantly surveying andstudying its market with the sameenthusiasm and intensity that hasalways typified its AM operation,and has come up with this profile ofa CHUM -FM listener:

"He is aged thirty to forty, inthe higher income bracket- probablya teacher, doctor, engineer or busi-nessman. Apart from his interest ingood music, he is a keen sportsman- golf, skiing, sailing, hiking areamong his most frequent pursuits.He plays cards and bridge like adevotee - is something of a gourmet,likes to dine out often in high-class.restaurants. His hobbies are exten-sive, ranging from art to inventing,with gardening and carpentry as partof the course. He also indulges insuch dangerous pastimes as scuba -diving, bird -watching and bee -keep-

ing! He travels extensively, bothfor business and pleasure - andclaims to read about ten books amonth."

In the back of the programschedule, CHLM lists these regularsponsors, with a suggestion thatlisteners will demonstrate theirappreciation by supporting themwhenever possible:

Nestle Ltd.; Eaton's of Canada;Christie Brown &Co. Ltd.; A & PFood Stores; Globe & Mail; Roth -man's of Pall Mall Canada Ltd.;Sorensen Ltd.; St. Lawrence StarchCo. Ltd.; Cleanol Services; LeverBrothers; Salada Foods Ltd.; O'KeefeBrewing Co. Ltd.; Power Super-markets Ltd.; British Overseas Air-ways Corporation; Ford Motor Co.of Canada Ltd.; Shopsy Foods Ltd.;Coronation Credit Corporation;Biitish American Oil Co. Ltd.; BayBloor Radio; Bittner's Meat andDelicatessen Ltd.; ChesebroughPonds (Canada) Ltd.; Peek Frean(Canada) Ltd.; Standard Triumph(Canada) Ltd.

Under the over-all supervisionof CHUM VIPs Allan Waters andAllan Sleight, the man at the helmof CHUM's FM ship is Sjef Frenken,28 -year -old Dutchman, who startedin radio as a part-timer on the oldCHFI-FM, while attending the Radio

at Ryerson.On graduation, Frank Ryan broughthim to Ottawa to be a producer onhis new TV station which did notmaterialize.

Frank had just started hisCFRA-FM and invited Sjef to joinhim as general factotum (FM for Joe).

He persuaded Frank to changethe call letters and stayed on atthe renamed CFMO-FM for over threeyears as manager, until last Novem-ber.

He started at CHUM as FM pro-ducticn manager January of thisyear.

Unaccustomed As I Am

AFTER A PAGE AND A HALF ofpreliminary nonsense, I got aroundto my subject which was: "A tradepaper publisher looks at the agen-cies."

The occasion was a two-daymeeting, at the Alpine Inn, Ste.Marguerite, up north of Montreal inthe Laurentians, of the "HardyRadio Stations", that is to say thestations represented by Hardy Radio& Television Ltd.

Chaired by Art Harrison, generalmanager of the Hardy company, themeeting was somewhat reminiscentof the "Little Conventions" whichused to be staged each year by thelate Horace Stovin.

My effort was the final one onthe agenda, after the dinner, afterthe after -dinner speaker, Ray Collett,vice-president of McCann Erickson(Canada) Ltd., Montreal, whose sub-ject was: "An Agency Man looks atthe Broadcasters."

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

I dedicated this first effort inmy new role of after -the -after -dinnerspeaker to Ray, and my effort wasinspired by the memory of one ofyesterday's advertising VIP's, whois now living in retirement, "Doc"Longmore, of McKim advertising whoonce said: "Lewis is at his bestwhen he is his offensive self."

I pointed out that I was lookingat the agencies through the eyes ofa very small medium, so small infact that instead of collecting 15per cent for placing an ad in mypaper, they actually made about32.674 per cent every time theydidn't place one.

The funny part was they go onplacing them, because.. .

I go to the client, make a sug-gestion, sell a contract and then askhim what agency he wants to placeit through.

The agency then takes my copyaway, sends it back with an order,and raises particular hell at the wayI print it."

For example, the late HarrySedgwick, president of CFRB, calledone day during my first year in busi-ness - 1942 if I may integrate acommercial - to tell me he wouldlike to advertise with us if we wereinterested.

We were.

In his office, we worked detailsof an idea we had mailed to him,calling for the outside back coverfor a year. Then I asked the inevi-table question - "What agency?"

He wanted to know what heneeded an agency for when I haddone all the work.

I suggested that agencies werehis source of income, and he saw mypoint.

Who do you suggest? he asked.

I mentioned one which hadplaced an ad with us for him in ourfirst issue. I forget the name. Itwas something like K. Wilton Jobson.

When I got back to the office,there was a c all for me - from K.W.J.

"Mr. Lewis", the media galsaid, "we have an advertiser whowould like to buy your back page fora year."

"I'm awfully sorry", I said,with a straight a face as possible,"I just sold it myself, this morning."

Slight pause. Then:"I wonder if they would settle

for some other space, the insidefront cover perhaps."

The lady at the other end of theline didn't know.

Then I asked her if she wouldmind telling me the name of theclient.

It was CFRB."Oh", I said, trying to sound

surprised, "that's who I sold it tothis morning."

I told them another true agencystory about a Mr. Smith of Smith and

14 Canadian Broadcaster

Brown. (I changed the names to pro-tect the guilty).

Smith was reached on the phoneby a man who somehow got by theswitchboard. The caller told himhe was So-and-so of The CumulativeInsurance Company.

Smith flipped his lid."I'm a busy man," he said.

"I'm not interested in insurance.Carrying all I can handle. Also Ihave a brother in the business."Then he hung up.

That was the end of tht story -except for one thing.

The man from The CumulativeInsurance Company placed their halfmillion dollar advertising accountwith another agency!

But I should not malign theagencies.

The money they are losing!Sometimes I wonder how they manageto maintain their rolling estates andtheir Ferrari convertibles, they arelosing so much money.

Sometimes I wonder how theycan possibly afford to let us keep85 per cent of their money, for justwriting, editing, printing and publish-ing our papers or running our radiostations.

By dint of hard work, applica-tion, incessant study and all thatsort of thing, they seem to haverisen from absolutely nothing at allto a state of abject poverty.

Only to think what they have tosuffer!

Take, for example, the mediabuyer who had to choose betweentwo radio stations in the same market.

Same power. Same rate. Sameeverything.

The manager of one of thesestations used to fete the time buyerevery time he came to town. Golf,theatre, dinner, night clubs, nothingwas too much.

The other used to send her acase - not a bottle mind you but acase - of her favorite Scotch everyChristmas.

Decisions! Decisions! Decisions!How could they live with it? Whichtwin has the Toni?

And then, over the far horizon,there loomed a savior. . .the grand-father of Dr. Byram K. Byram, witha new formula for a cure for all theirills. . .the Bureau of BroadcastMeasurement.

"We think for those who cannotthink for themselves."

These were the words emblazon-ed bravely on the escutcheon of theBBM shield.

No longer was it necessary tochoose between the nights on thetown and the case of ChristmasScotch. It was in The Book. . .theBBM Book.

This all went along beautifullyuntil somebody got clever. He start-ed interpreting the BBM figures.Can you believe it?

Once more agency people hadto think again. Oh the bitter, bittergall of it!

No longer could they decidewhich station to buy by looking it upin the BBM's Time Table.. .like thelast bus to Outremont.

Dr. Byram K. Byram had raisedhis head, and was now showing itwas possible for a hair brush manu-facturer to deduce from his BBMreport how many of a station's listen-ers (or viewers) were bald. (He couldalso find out how many of them weretwo -balled, if one of his productsfell in this category.)

But there is no ailment whichhas no remedy if you look hard enough,and this proved to be true in TheCase of the Ardent Bureau.

The broadcasters resourcefullydevised new things called SalesBureaus, which went out and bangedthe drum for the industry, for a fee,just as the trade papers had beenbanging it for decades, without charge.

With the coming or the SalesBureaus, a new door was opened.When you wanted to whitewash theBBM Reports (their word is "vali-date") all you had to do was call inthe appropriate Sales Bureau, tellthem what you wanted your BBM toprove, and, in a true spirit of publicservice, they'd whitewa. . .I meanvalidate it for you.

With a bit of linguistic dexterity,I switched my talk to one of my pethobby horses, people, along theselines:

In our daily lives, we are con-fronted, to all outward appearances,with the mighty K. Wilton Jobson andSmith & Brown advertising agencies,the gargantuan Cumulative InsuranceCompany and all the rest of them.Actually though, we are not facedwith these organizations at all, be-cause organizations have no faces.What we are actually faced with is

THE FRENCH VOICEOF THE OTTAWA VALLEY

RADIOHULL OTTAWA

Representatives:STANDARD BROADCAST SALES, TORONTO, MONTREAL

WEED & CO., New York

Bill Vanderburgh, Ray Collett, AlexMacKay, Bill Byram and, if you willpardon the expression, Art Harrison.You see, people don't really listento radio stations, people don't dobusiness with corporations. Theylisten to people; they do businesswith people.

Let us take advantage of all thecomputers and things that are loom-ing up over the horizon to make ourcomplicated lives even more diffi-cult - but faster - but let us - forGod's sake - hang onto one old-fashioned thing that has stood us ingood stead for many years - andthat old fashioned thing is people.

And speaking of people, that'sall for now, so get back to your com-puters, you robots, and buzz me ifyou hear anything.

FOR SALEAM Station

CATV SystemsMichael Jay,

Licenced Broker,1262 Don Mills Rd.,

Don Mills, Ont.Phone - HI 4-8741

ANNOUNCEMEN

CHRC APPOINTMENT

WON MARTEL

The management of radio stationsCHRC-AM and CHRC-FM is pleasedto announce the nomination of Mr.Yvon Martel to the position of salesmanager of both stations.

Born in Amos, P.Q., Mr. Martel work-ed for nine years in radio and tele-vision with Radio Nord where hewas assistant to the president. Hethen published a weekly newspaperfor three years, followed by threeyears as a special sales representa-tive with a leading firm of businessmanagement consultants.

The trend is to balanced programming

G. N. MACKENZIE LIMITED HAS 9 SHOWSMONTREAL

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October 1, 1964 15

Educational TV

Teacher and television -- a new partnershipTELEVISION AS A TEACHING AIDis being explained and extolled ineducational circles, and will soonbe shown to the general public aswell, through a 30 -minute film pro-duced for the Ontario Teachers'Federation, the professional organi-zation of the province's 61,500teachers.

And the Walls Came TumblingDown was written, produced andhosted by teacher Howard Mountain,directed by CFTO-TV staffer JohnJohnson and filmed at CFTO-TVToronto. The film opens with aninvitation to "explore a new partner-ship in education, the teacher andtelevision".

It shows educational TV as thelatest in a series of teaching aids,starting with the clay tablet andworking up to photographs, record-ings, film strips, slides and movies,It deals with the characteristics ofTV, its production possibilities anddifficulties, its utilization in theclassroom, and its place in the over-all educational concept.

The use of TV as an education-al tool has met some resistancefrom teachers who see it as a threat

to their status as the leader of theclass, to whom students look fortheir information.

To bring these teachers "into"the film, to make them feel a part ofthe production team and experiencethe excitement of creating and de-veloping an idea and seeing thefinished product on the screen, thefilm utilizes a production -in -actionsetting.

Five 24 -inch monitors - oneslaved to video tape, one to tele-eine, one to each of the two cameras,and one output monitor - are shownin the film, so that viewers oftensee on one monitor the shot thatwill next fill the whole screen.

The film has already been in-cluded in the programs of audio-visual workshops sponsored by theOntario Department of Educationthroughout the province, and will beshown to students at teachers'colleges, teachers' organizations,and home and school groups, both inOntario and across Canada, andpossibly in the US.

CFTO-TV plans to telecast thefilm next month and the OTF hopes

file value of television in the classroom is graphically demonstratedin the film, "And the Walls Came Tumbling Down" filmed at CFTO-TV with host Howard Mountain (desk, centre) and the HonorableWilliam G. Davis, Ontario Minister of Education (right, rear) whosaid that educational TV has a great potential if program quality ishigh.

other television stations will alsoshow it. Although the film is teacher-oriented, Mountain believes it hasgeneral interest, particularly toparents of school age and pre-schoolchildren. Parents who think of TVas solely an entertainment mediumoften question the value and validityof using TV in schools, he says, and

RADIO

93ALBERTA'S

MOST LISTENED TO STATION

the film derrionstiates is effective-ness as a teaching aid.

Broadcasterx may find the filminteresting in that production ofeducational TV material offers a newexploitation of TV station facilities,equipment and staff, which manystations are not yet using to fullcapacity for on -air production.

16 Canadian Broadcaster

AAB Convention

Change is needed in buyer -seller relationship

BROADCASTERS AND ADVERTISERS have allowed too much

of a seller -buyer relationship to develop. . .the proper relation-

ship here should be that of a partnership. . .The local busi-ness community definitely feels the need for a new approachto the relationship. It is up to broadcasters now to appreciatethis and not to let the opportunity slip.

Ed Lawless, executive vice-president of the TelevisionBureau of Advertising, told the broadcasters attending theAtlantic Association of Broadcasters meeting in Sydney lastmonth that they have, in television, "the sellingest medium inhistory", but that they are not taking advantage of this to thefull. The key to this situation, he said, is the difference be-tween selling and doing business.

"Advertisers and broadcasters today are in partnership,"he said. Both need each other. "The success of one dependson the success of the other. The triumphs of one help producethe triumphs of the other. This is not a conventional buying -

selling relationship."

"After more than 20 years ofexposure to broadcast media ac-count salesmen, I can put ninety percent of them in one category: theyare just order takers."

Stating that this opinion wasexpressed by J. D. Peterson, ad-vertising manager of the Hudson'sBay Company in Vancouver, Law-less went on to say that what Peter-son's beef really boiled down towas that most stations are more con-cerned with selling time than incoming up with specific televisionideas and programs to sell merchan-dise, or, to quote Peterson again:

"What I am looking for is waysand means of selling merchandise.We are as green as grass when itcomes to broadcasting. You are thespecialists. But when we want help,you send schoolboys to solicit ourbusiness."

In support of this view that"rapport, liaison, understanding,co-operation" are the key -words fora successful broadcasting station tobecome an integral part of the totalmerchandising power in the com-munity," Lawless quoted typicalremarks from retailers about whatthey think the modern broadcastsalesman should be:

"We expect the modern sales-man to be a businessman."

"We favor salesmen who ob-viously understand our way of doingbusiness."

"We prefer a salesman who cantalk our language, who understandsthe principles of mark-up, turnover,sales -per -square -foot, profit fromsales and profits from capital in-vestment."

Salesman's Involvement

Pointing out that all the remarkshe had quoted from retailers andother local advertisers stress theinvolvement of the salesman in thewhole process, Lawless added:

"Your clients and prospectiveclients don't ask you to sell some-thing to them; they want you andyour staff to help them sell. Theywant you on their team. They wantyou to help them devise problem -solving plans.

"A split personality is a neces-sity for a salesman working for anenlightened station," he continued,and the reason for this:

"He will not only be your repre-sentative in dealing with advertisers;he will also be their .representativein dealing with you.

"This is a business and a diplo-matic relationship," he said. "Thesalesman who can handle it wellneeds tact, understanding and inte-grity.

"The prospective client doesn'twant a pitch. He wants advice.

"He wants your station to havea good salesman because this is his

key to reaching and selling people.

Local Business Needs Help

Explaining that he had comeinto television from the magazinebusiness and had spent his first yearin television "watching, discussingand being part of this fascinatingand fabulous industry", Lawlesssaid he had this to suggest:

"Broadcasters have allowed toomuch of a seller -buyer relationshipto develop. In reality, as I see it,the proper and effective relationshiphere should be that of a partner-ship. . .The local business com-munity definitely feels the need fora new approach to the relationship.It is up to broadcasters now to ap-

preciate this and not to let the op-portunity slip."

"A change in relationship willinvolve a drastic change in attitudewithin many stations towards theirsalesmen.

"The man who is going to actas liaison between the merchandisingpower of your station and the mer-chandising needs of the corrinunitycannot be a junior, fresh out ofschool. He must be an intelligentimaginative man capable of earningsix to sixteen thousand. a year.These are the men I think you willneed because it is only men of thiscalibre who can help advertisersmake full constructive use of broad-casting."

M cM aster-CHCH-TV

Education by closed-circuit TV Television

PHYSICS, CHEMISTRY, PSYCHO-LOGY and history will be taught viaclosed circuit television this yearat McMaster University in Hamilton.The professors will lecture to thestandard complement of students ina regular classroom, to maintainnormal classroom technique andatmosphere, then the lecture will beprojected on a larger -than -life screenin a large lecture theatre. It is ex-pected that a total number of 400students will thus be able to attendeach lecture.

The use of video tape is alsobeing considered, to allow professorsto do an experiment or prepare aspecial feature in advance and thenplay it to both classes at any giventime during the lecture.

This experiment will maintainall the inherent values of regular

classroom teaching techniques whileadding a great variety of techniquespeculiar to television. A major ad-vantage, McMaster foresees, will bethat use of a large screen plus "theunique ability of the televisioncamera to look at the smallest sceneand blow it up to full screen size"will enable all students to see everydetail of an experiment.

Director of Television andVisual Aids will be Ronald Keast,who has been a producer -director atCHCH-TV Hamilton for almost sevenyears and for the past three yearshas been director of special events.The University announced that hisappointment was made possible bythe generous co-operation of CHCH-TV in lending his services for a nine -month period.

You only reach one-half of the Kingston Marketwithout CKLC!Compare these figures with any other similarmarket. (D.B.S.)

FOOD GROUP - 151 retail outletsSALES - $23,740,200.00

0®

REPRESENTED BY

HARDY RADIO AND

TELEVISION LTD

KINGSTON'S INTERNATIONAL AWARD STATION

October 1, 1964 17

Women's Advertising Club

Advertising creates jobs,

taxes and happy living"WHAT DO YOU DO"?

"I work in advertising."

"But what do you DO"?

"I'm a copy group head.""But what do you do"?"I'm responsible for the creative work in the advertising ofseveral accounts."

"But WHAT do you do?"

This was the platform set upbefore the Women's Adverti sing Clubof Toronto, at their September meet-ing, when they were addressed byMrs. Jean Simpson, vice-presidentand copy group headof the J. WalterThompson Company, Chicago. Thetitle of her talk was - you've guess-ed it - "What do you do"?

In her summary .of the answersshe introduced into her speech, Mrs.Simpson said that, in advertising:

"You work in a fascinating andexciting business. . .an importantbusiness. A business that helps newbusinesses grow where there havebeen none before. A business thathelps create jobs, helps generatetax income to run and preserve freegovernment. A business that haschanged our way of living with newproducts and services. Made livinga little happier for many people too.

"You're part of a business thatis fascinating in itself. There'sfascination in the concentration itrequires, in the challenge of the

problems it sets forth. There'sfascination in a business that re-quires the best work a person cando, where you can see yourself andother people grow in skill, andwhere there is a continuing rewardin making your work exciting to otherpeople."

The House That Ads Built

Speaking of the way advertisingmakes businesses grow, the speakercited the case of a small drug con-cern which began promoting a remedyin which only $400,000 was invest-ed at any one time.

"For the first year," she said,"the company employed no sales-men. After three and a half years,this remedy alone was worth $10,-000,000.

"What did it? The business weare in. Advertising. Advertising inmagazines, newspapers, on radio,on television, that created a wantfor the product that sent people intothe drugstores asking for it. . .so

many people that the druggist hadto stock it, even without a singlecall from a salesman."

"StresSing the point that thiscompany had been able, through ad-vertising, to build a good business.And with modest invest -$400,000."

This company, Mrs. Simpsonsaid, soon had to employ a salesforce, "plus a host of workers in abusy, thriving, bright new plant."Pointing out that these new jobswere created by advertising, shesaid: "In the past five years, ad-vertising has helped create fourmillion new jobs on this continentalone."

Helping the Economy

Translating the job situationinto terms of help for a country'seconomy, she said, "it is worthremembering that the more new jobsthat can be treated, the strongerthe economy, and the more taxescan come in to a free governmentthat is fighting for its life in a worldhalf -free.

"Taxes come from jobs andwages, from the manufacture of pro-ducts, from profits and from the day-to-day movement of money in circu-lation," she said, adding the infor-mation that every dollar spent onadvertising generated seven dollarsin taxes.

"It is not at all far-fetched,"she said, "to say that when one isworking in advertising, one is help-ing to keep the economy healthy,

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helping to keep alive our way oflife."

"Advertising helps create thecompetitive climate that keepsmanufacturers looking for better andbetter ways to make the things thatpeople want," Mrs. Simpson said.

"Advertising helps make themoney to promote product research.

"Advertising tells people aboutthe product when it is ready. And,if people want it, they buy it, enjoyit and let it change their way oflife, let it add to their joy of living."

Mrs. Simpson gave short shriftto the criticism that advertising"promotes the sale of productspeople don't need, don'treally wantand shouldn't have.

"You and I know what nonsensethat is," she said, "how unprofit-able and even impossible it is totry to get people to buy somethingthey don't want or don't in someway need."

What bothered her in this regardwas the fact that these critics over-look the fact that there is "some-thing pretty democratic about theway things are."

The Democratic Way

"If a manufacturer wants to sella new product in our very competi-tive market," she said, "he knowshe has to find something people aregoing to want and need. He knowshe has to make them a good product,or, at best, they'll try it once andnever again.

"He knows he will have to tellpeople about the product throughadvertising - truthfully -or again,they'll try it once and only once."

"Isn't there something prettydemocratic about a manufacturermaking the best product he knowshow, telling people about it, puttingit out on the markets for people tochoose or not to choose, to votefor or not to vote for? It soundspretty derruscratic to me."

18 Canadian Broadcaster

From the standpoint of peoplewho are cynical about advertising,she classed as "autocratic" theidea of "some one, or some com-mittee or some thing deciding whatpeople need."

Mrs. Simpson touched on thepleasure in the thought of doingadvertising that "puts a little ro-mance, a little illusion, a little morefun into (the average woman's) life,along with the tangible benefits itoffers."

As far as the work itself isconcerned, Mrs. Simpson enthusedover the fascination of attackingproblems, in advertising, for thepleasure it gives you.

"The fascination of concentra-ting on problems and solving them,"she said. "The kind of fascinationin our business that Louis Armstrongtalks about in playing a horn:

`When! pick up that horn, that'sall. The world's behind me. I don'tconcentrate on nothing but that horn.That's my living and my life. I lovethem notes. That's why I try tomake them right.'

Concerning the Critics

Mrs. Simpson referred to the"terrible beating" the advertisingprofession has been subjected to inthe past few years, because, in thewords of a newspaper columnist,Sidney J. Harris, itis easy to drama-tize and distort the high-poweredactivities of advertising agencies."

She also referred to the samecolumnist's thought that ". . .thead business has become increasinglycritical of itself", with critical edi-torials in its own trade press, whileneither lawyers nor doctors examinethemselves with so skeptical an eyeas the ad people do. . ."

Admitting there is a place forhealthy criticism in this business asany other, and that advertising hasan obligation to the public - anditself - to police itself, Mrs. Simp-son felt that perhaps, sometimes,within ourselves, we are too criticalof this business and ourselves.

"Perhaps it is time to translatethe advertising business to ourselvesas the fascinating, exciting and im-portant business that it is," shesaid.

"It helps you when you talkwith people outside the business -with consumers -to help them tosee advertising as a way of bringingthem exciting news about excitingproducts."

"It helps you when you talkwith.. .people outside the business. . .to help them to see this as abusiness, not a sport."

"It helps you, when you talkwith critics of the advertising busi-ness. . .to find the right words for

the situation, for the person you'retalking with, to interpret to him thevery important role that advertisingplays in our kind of free economy."

"And it helps you again, whenyou talk with critics of advertisingpeople, to help them to see advertis-ing people, not as uniquely frail, butas members of the human race - withthe strength and frailties of humanbeings.

"Certainly, as you translateadvertising to yourself in theseterms, you are better able to trans-late it to others. You become abetter spokesman for the business,a better representative."

TV SPENDINGS SOAR

"A FULL VOTE OF CONFIDENCEin television by Canadian adver-tisers" is the way TvB executivevice-president Ed Lawless describesthe new highs in TV advertisingexpenditures in the first six monthsof 1964.

National TV advertising ex-penditures, January through June'64, totalled $37,990,039 (time costsonly), a 19.7 per cent increase overthe same period last year, accordingto TvB/Elliott-Haynes Ltd. figures.

Major contributors to the recordgrowth included such advertisercategories as food and food products,up 36.4 per cent; drug and toiletgoods, up 16.4 percent; automotive,30.4 per cent; brewers, up 47.5 percent; apparel, up 70.9 per cent;paints and hardware, up by 48.6 percent; smoking supplies, up 19 percent.

The greatest increase in nation-al TV advertising expenditures wasshown in the schools and correspon-dence courses category, up 242.4per cent, from$7,706 in the first sixmonths of 1963, to $26,383 in thefirst half of '64. The greatest de-crease in TV advertising was in thecategory of building materials, insidefittings and household fuels, whichdropped 77.2 per cent, from $101,766in the first half of '63 to $23,176 inthe sa:ne period this year.

MORE TVs THAN DAILIES

THE TOTAL NUMBER OF televisionhomes in Canada in 1963 surpassedfor the first time the total circulationbf the nation's daily newspapers,the Television Bureau of Advertisingof Canada reports.

Total of television homes reach-ed was 4,487,500 in the fall of 1963(BBM - Nov. '63), while daily news-paper circulation total was 4,202,000(ABC Sept. 30, '63). Although thenewspaper circulation figure is notavailable for 1964, the televisionhome count was maintained at anestimated 4,500,000 (BBM Mar. '64).

TvB defines a television homeas a household with at least onetelevision set.

TvB also reports that an esti-mated 7.8 per cent or 350,000 Cana-dian homes have more than one tele-vision set.

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The trend is to balanced programming

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DON'T WRITE . . . TELE-GRAPH . . . Walter A. Dales,and let him write it for you.He's poised at his typewriter,270 Fort Street, Winnipeg; orphone him at WH 3-8346.

October 1, 1964 19

Announcing new EA VA1

. . . Type A704-the uniformmagnetic sound recording film

"R -type" binder is an entirely new,smoother, homogeneous oxide layer thatreduces film noise and intermodulationdistortion.

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EVEN GUIDING EDGES. Note the evenedges of the Eastman product in thephotomicrograph on the right compared tothe edge slitting and loose particles of theconventional film on the left. Rough edges,as shown on the left, exert a great influenceon ultimate audio quality; uneven trackingintroduces intermodulation distortion.

EVEN PERFORATIONS. Perforating affectsaudio fidelity. Note the superior perfora-tions of the Eastman product at the rightcompared to the uneven perforations ofconventional film at the left. Eastmanperforating is known for quality and forconformance to high standards.

Printed on the back of the new TypeA704 film is the permanent legend,"Eastman Kodak Co.," together with a seriesof dispersion numbers. This "Life -Time Cod-ing" provides a convenient, accurate meansof indexing film by content, a useful refer-ence for logging of optimum bias settings,re -use and purchase data. What's more it'syour assurance of highest quality.

Available now in 16, 171/2, and 35mmwidths in a complete range of cores andwindings. For the latest information andfree demonstrations of EASTMAN MagneticSound Recording Film Type A704 and otherKodak professional products, contact theKodak Technical Service Centre in Toronto.Or write:

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CAREER CORNERPeople who spend ten years oftheir lives acquiring knowledgeand then cannot find any way toapply it to making a living canalways go into teaching andspend the rest of their livesimparting it to others who won'tknow what to do with it either.

ADAGE DEPT.People who get down to brasstacks usually rise rapidly.

-CF A 11-CHSM Activities

HALL OF FAMETwo little boys gaped admiringlyat the CTV booth at the TorontoEx this fall, recognizing theirfavorites, London, the LittlestHobo. "And there's Jack Paar",enthused one of them. Thenthere was a pause while theystared in bewilderment at anotherpicture. "I sure don't knowthat fellow," said one, pointingto a picture of CTV PresidentSpence Caldwell.

AUDREY STIFFThen there's the gal who wasso dumb that when she wantedto name the baby after her father,she had him christened "Daddy".

TOUCHE M. TRUDEAUTo Noel Trudeau, who returnedour French circular, promotingour "Inside French Canada"issue (November 5), indicatinga number of mistakes we hadmade, it occurs to us this is thefirst time Noel has ever answer-ed one of our letters!

MINORITY PROGRAMMING

Then there's the little girlwhose teeth decayed and fellout, because she positively re-fused to listen to any radioexcept FM.

NEW FIELD TO CONQUERHow about a Royal Commissionto investigate Canadians ofAnglo-Saxon origin who don'ttalk English too good neither?

1101350 N'S CHOICE

When Maurice Chevalier wasasked how it felt to be 75, hisprompt reply was, "Consideringthe alternatives, I like it."

GRAND FINALEBrutus was an honorable man...and look what it got him.

2', Canadian Broadcaster

CTV's "Wide World of Sport"

Canadian sport coverageattracts fans and sponsors

THE PREMIERE "PREVIEW" show of the 90 -minute "WideWorld of Sports" series on the CTV network September 19 wassplit between an hour of ABC's "Wide World of Sports" anda half-hour of film clips from past Canadian sports events andtalk of future Canadian sports coverage. This split was aglimpse of things to come, as CTV has scheduled "Wide Worldof Sports" for 52 weeks, to be made up of 34 pre -selected pre-release shows from ABC's "WW of S," 12 programs featuringCanadian coverage of Canadian events, and six internationalprograms.

"The sports scene in Canadahas hardly been touched. Televisionhas devoted its attention mostly tojust hockey and football," saysGordon Fan, who will produce thedozen 90 -minute Canadian sportsshows. "There are many other sportsof exciting and national interest,such as sports car racing, track andfield, lacrosse, and others whichmerit television exposure."

The comment is based on athree-month survey of upcomingsports events in Canada, during whichFarr travelled the country to selectthe WW of S events and brief pro-duction staffs and crews in the CTVaffiliate stations to become involvedin the coverage.

The first all -Canadian product-ion was the International OlympicPreview Track and Field Meet inVancouver, shown on September26. While it was on the air, CTV'sWW of S crew was covering theCanadian Grand Prix at Mosport andit will be the attraction the followingweek. Other Canadian events alreadyset are the Canadian Junior FootballChampionship Shrine Game in Cal-gary (November 14), the CanadianFigure Skating Championships inCalgary (February 13, 1965), and theCanadian Beehive Giant Slalom inBanff (March '65), with eightother Canadian productions still tobe announced and scheduled.

Host of the Canadian programsis Johnny Esaw, sports director ofCFTO-TV Toronto, who is familiarto TV sports fans through his play-by-play commentary of football andhockey tele.;asts.

WANT TO PURCHASEsmall to medium market RadioStation. Preferably WesternCanada. Replies strictly con-fidential.

Write Box A-759,Canadian Broadcaster,

217 Bay Street,Toronto 1, Ontario.

Going into its fourth season,ABC's Wide World of Sports hascovered 70 different sports, viewing240 events in 26 countries on sixcontinents. Last year it carried theGrey Cup Game from Vancouver.

"ABC has found that as manywomen as men compose its WideWorld of Sports' 71,000,000 viewers,"says Farr, who will continue to actas assistant to CTV's vice-presi-dent, programming, Michael Hind -Smith, in addition to producing thesports specials. "We believe thesame ratio will probably apply inCanada."

The big sports package has at-tracted a number of participatingsponsors, one of which, the BritishWool Textile Export Corporationthrough Pemberton, Freeman, Mathes& Milne Ltd., has chosen the showfor its first use of television.

"ABC has shown great interestin the Canadian coverage we're plan-ning, and it looks as if some of ourCanadian productions will go intothe program south of the border, butjust which events, and when theycan be fitted into the ABC schedule,has yet to be settled," Fan says.

MOVE UP WITH CKGM

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

MORNING MAN

Leading Ontario Station.Send recent tape and resume,including salary expectedto:

Box A -76I,Canadian Broadcaster,

217 Bay Street,Toronto 1, Ontario

WANTED

Announcer. Experienced.Wanted for large WesternOntario competitive market.

Reply Box A-758,Canadian Broadcaster,

217 Bay Street,Toronto 1, Ont.

WANTEDEXPERIENCED RADIO ANNOUNCER

for Progressive Radio Stationin Major Atlantic Market. Minimum basic salary $500 - $600 per month.

(More for more experience and better qualifi-cations).

All the usual Fringe Benefits.

Full particulars and tape to:

Box A-760,Canadian Broadcaster,

217 Bay Street, Toronto 1, Ont.

TV PRODUCTION SUPERVISORREQUIRED IMMEDIATELY

If you have these qualifications, we are inter-ested in you:

1 - 35 to 45 years of age

2 - University education or equivalent

3 - Bilingual, with French as mother tongueand must know how to write French

4 - Knowledge and experience in actual liveTV program production

5 Administrative and public relationsqualities

Salary: $9,000 or more.

Send ail written replies in confidence

Assistant General Manager,CFCM-TV,P.O. Box 2026,Quebec City, Que.

October 1, 1964 2'

CUTS & SPLICES I

EXCELLENT REVIEWS GREETEDthe opening of The Luck of GingerCoffey at the Baronet Theatre in NewYork City on September 21. Thefeature, produced by Crawley FilmsLtd. and Roth/Kirshner Productions,was called a "quiet, 'small' moviethat shouts home some giant sizetruths" by Judith Crist, film reviewerfor the New York Herald Tribune.Miss Crist said the film was "a rareand subtle portrait" of the relation-ship of Ginger Coffey and his wife,and praised the performances of starsRobert Shaw and Mary Ure as "noless than brilliant".

Bosley Crowther of the New YorkTimes also gave the film a good re-view, saying that the character ofGinger and the film as a whole are"crisply and honestly fashioned"."What is attractive about this pictureis the way it is made and played. Ithas a neat and crisp naturalnessabout it, a compelling illusion oftruth," he said.

New York Doi t c;ews critic KateCameron commented that GingerCoffey is "one of the few Canadianfilms distributed on this side of theborder. We are indebted to WalterReade/Sterling . . ." The leadsplayed with "commendable convic-tion", she said, "amply supported"by Canadian players. CanadiansLibby McClintock and Tom Harveywere singled out for mention by otherreviewers. One of Miss Cameron'slines, "some of Moore's touches instraining after realism go beyond thelines of decency", should be goodfor the box office.

WITH THE OFFICIAL OPENINGstill in the future, Lesser Studio'snew sound stage is already in use

PETERSON PRODUCTIONS LIMITEDTV COMMERCIALS

by the company and being rented toother production houses.

The new 60' by 80' sound stageis the first air-conditioned studio inToronto, and the system is equippedwith special silencers so that syncshooting can be done in air-condi-tioned comfort with no backgroundnoise from the cooling system.Another special feature of the studiois a large L-shaped cyclorama, 30'along one wall, 50' along the other,and 30' high. The floor is a singlefour -inch floating slab of concretewith no joins, for absolutely smoothdollying.

Other facilities include a con-ference and 35mm screening room;reception area; kitchen for food pre-paration; two dressing rooms, stag-ing area; parking area; and bigdoors with 11'6" clearance to thestage area.

Producers who have rented thefacilities already include ThomasCraven Films (Canada) Ltd., andAdvertel Productions Ltd., whobrought their mobile unit inside forvideo-taping.

Lesser Studio is just complet-ing a pool of commercials for Mol-son's Export Ale, for use on hockeytelecasts this season. They com-bine live action with graphic tech-niques, using old Canadiana lineengravings and prints to portrayCanada as it was, and live action toshow Canada as it is, for commer-cials with a centennial flavor.

RED CARPET TREATMENT wasgiven two films recently producedfor the Ontario Department of Trans-port, as the department previewedthe films at a luncheon for somethree hundred guests from govern-ment, safety organizations, policedepartments, education circles andthe business world.

The films are the first in a newseries planned by the Department aspart of an extensive and continuingprogram in driver education andtraffic safety instruction.

Elmer the safety elephant is thestar of a seven -minute animatedcartoon in color which illustratessix basic traffic safety rules forchildren up to nine years of age.The film was produced by LesserStudio and is made up of six one -

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

minute television spots which wiltbe made available to Ontario TVstations. The original art work wasdone in color compatible to blackand white, and shooting was done inboth 16mm color and 35mm blackand white.

The Right Point of View is a23 -minute color film dramatizing thetheory and application of the demeritpoint system through the story of apillar of the community whose poordriving attitude nearly costs him hisdriver's license. The lead in thefilm is played by Don Parrish, witha cast of professional actors headedby Alexander Webster and MaxineMiller. The film was written anddirected by James McCormack, andproduced by Chetwynd Films Ltd.

The film-makers and members oftheir casts were present at the lunch-eon to hear the Minister of Trans-port, the Honourable Irwin Haskett,compliment them on the excellenceof the films, which will be shownwidely to community groups and ontelevision.

EXPANDING STAFF TO KEEP upwith expanding business, Ralph C.Ellis Enterprises Ltd. has appointed

as assistant gen-eral manager of the company. Buck-ley was formerly general sales man-ager of Fremantle of Canada Ltd.and, prior to five years with thatcompany, had experience in manyphases of the film industry in theU.K. before coming to Canada in1958.

Recent sales made by EllisEnterprises, which specializes indomestic and foreign distribution ofCanadian television film programs,include Smoking and Lung Cancer,produced by Robert Anderson Associ-atesand shown on the CBC-TV net-work this summer, to the AustralianBroadcasting Commission, andCrawley Films Ltd.'s hour-longstudy of Eskimo life, The A nnanac ks,to the television network in France.

Sports Miniatures, a series of21 five-minute programs of ski in-struction produced by Keg Product-ions Ltd., has been sold to the Inde-pendent Television Organization.Keg Partners are Gerry Kedey, pre-sident of the Motion Picture CentreLtd., who produced the ski series;Ralph Ellis, in charge of distri-bution; and Dan Gibson, presidentof Ashley & Crippen, who filmed theseries on skis, accompanying topEuropean skiers down the Canadianslopes.

THE FRENCH PRESIDENT'S CUP,major prize in the Cannes amateur

film testival, has been won by JohnStraiton, vice-president, deputy man-aging director and creative directorof Ogilvy, Benson & Mather (Canada)Ltd. The 8mm color film, Portrait ofLydia, is twelve minutes long, andwas filmed from a couple of hundredpastel drawings by Straiton, whosays he was "fooling around withvisual tricks, though it does have ameaning".

The film was produced in a month,in Straiton's spare time, and he enter-ed it in the Carries competition be-cause "I just wanted to tell peopleI had entered my film at Cannes, Ihad no thought of winning." He alsoentered it in the Photographic Societyof America competition and wonhonorable mention.

CHRONICLER OF THE MOTIONpicture industry in Canada, HyeBoss in, died in his sleep at hishome in Toronto on September 12.He was 58.

Hye was vice-president of FilmPublications of Canada Ltd. andeditor of Canadian Film Weeklyandthe Canadian Film Weekly Year Book.In 1955 he was honored by a specialaward from the Canadian Film Awardsin recognition of his contribution tothe industry in Canada and parti-cularly his promotion of a Canadianfilm archive. He was an honorarymember of the Canadian PicturePioneers and, as official historianfor that association, was the con-sultant on Anniversary, the NationalFilm Board's documentary marking60 years of motion pictures inCanada.

Hye was a member of the VarietyClub of Ontario and served on itsexecutive. In 1963 he received theClub's highest tribute, the HeartAward, for his work in the foundingof Variety Village.

Born in Toronto, his first jobwas as a messenger with a printingfirm, and he later became a journey-man compositor with the firm. Hewas a scriptwriter in Hollywood fora time, but returned to Toronto andas a freelance writer wrote a series,A Tattler's Tale of Toronto, for TheStar Weekly, which was later publish-ed in book form.

"That he is suddenly dead is afact hard to grasp for any who knewhim," Alex Barris wrote in theToronto Telegram. "But that hisheart could fail should, after all, beno surprise - he used it so muchfor so many."

Mr. Bossin is survived by fivesisters and two brothers.

The trend is to balanced programming

G. N. MACKENZIE LIMITED HAS C SHOWSMONTREAL

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

22 Canadian Broadcaster

Ampex VR 660

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