Sponsor (July-Dec 1951)

Record Details:

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SUCCESS STORIES {Continued from page 53) Drops. Though the company releases no figures, sininsok estimates it spends over $200,000 annually for its current schedule of one-minute announcements and station breaks over 80 radio stations, and its program. Gerald S. Doyle ,\ en «, over five Newfoundland stations, the major advertising strategy is in the hands of Tom Watson. Manager in charge of Canadian Radio Advertising, aided b\ Radley Daly. Assistant Ca nadian Manager, both of whom have permanent quarters on the 18th floor of a skyscraper at 122 E. 42nd Street in Manhattan. They work closely with Chet Slaybaugh. timebuyer, and Emory Ward, copy chief, at the Morse International Advertising Agency, New York. And they are responsible to Kirby Peake, general manager of the Vick Products Division of the Vick Chemical Company, New York. Or as Watson puts it: "We set up our own commercials and do our own advertising planning for Canada, but 7fa//OtfS£//M£% ^ ^Wfff^M^f}} /s yews rz/fioucH (§/gQ7n, YES, CKVL IS A FOUR YEAR OLD RADIO PHENOMENON . . . IN 7947 WE HAD 17% OF THE FRENCH AUDIENCE . . . TODAY 44.5% IN GREATER MONTREAL PLUS . . . MORE THAN THE OTHER RATED FRENCH STATIONS COMBINED . . . CANADA'S LARGEST PERMANENT STAFF . . . CANADA'S BIGGEST LIVE TALENT SPENDER . . . MODERN EQUIPMENT . . . POWER PACKED PROGRAMMES THAT PULL . . . SPONSORS WISE REALIZE CKVL IS A MUST FOR THE MONTREALQUEBEC PROVINCE MARKET . . . PHONE, WRITE OR WIRE FOR REMAINING AVAILABILITIES NOW! CANADA Radio & Television Sales Inc., Montreal and Toronto UNITED STATES Donald Cooke Inc. New York City Figures, verified by Elliott-Hayncs Ltd., are for July 1951 evenings. are subject to top management in New York for the money spent." Their operation is fairly simple. Watson and Daly develop their own commercials, using a 29-page Guide jar Manufacturers and Advertisers booklet put out by the Canadian Department of National Health and Welfare. Messages designed for the Quebec stations are adapted by a FrenchCanadian adapter in the New York office; all commercials are then sent about a month in advance to be passed by government officials in Ottawa. "In all the 15 years we've dealt with them, the CBC officials have been very helpful and cooperative about commercial copy," says Watson. "They don't like words like 'amazing' and 'contagious'; and they prefer you to say a drug 'relieves' rather than 'eliminates" an illness. But that's okay with us. We believe in simplicity in commercials, not extravagant superlatives." A typical Canadian Vick commercial reads this way: SOUND: Whistle. AN NCR: Today . . . Canadian mothers know that the best-known home remedy you can use to relieve miseries of colds is the one and only VICKS VAPORUB. The moment you rub it on the throat, chest and back. VAPORUB starts right to work to bring relief two ivays at once. Its special medicinal vapors penetrate direct into cold-congested breathing passages. And ... at the same time ... it stimulates chest and back surfaces like a warming, comforting poultice. . . . Vick Chemical is obviously sold on the virtues of Canadian radio. This October, it plans to introduce a new product. Vicks Medi-trating Cough Syrup, to Canada entirely by radio, using a nation-wide announcement campaign. Watson adds: "When TV comes to Canada, we'll be among the first to use that medium, too." Ronson Another American advertiser which centralizes its cross-the-border advertising operations in the I . S. is the Ronson Art Metal Works in Newark, Y ,1. The Dominion ad strategy is handled by Herbert Stein, advertising manager in Newark, aided by Barbara E. Jones. radio/TV supervisor, and Phil Leshen. timebuyer. at the Crey \dvertising Agency, Inc., New York. Over the past three years it has used the Mutual web show. Twenty Questions, which was piped through to the 62 SPONSOR