Sponsor (July-Dec 1952)

How can advertisers get information on how to get the most out of Canadian radio? Moe Hyman Advertising Director Somnyl Pharmacal Corporation of America New York Mr. Young The picked panel answers Mr. Hyman The question as it applies to Canadian radio is no different than a similar question about any other undertaking. In order to get the most out of Canadian radio, an advertiser and agency must have sufficient background in merchandising to take advantage of all the knowledge they can gain on the subject. So far as information on Canadian radio is concerned, the station representatives in the U.S. are completely equipped with every bit of factual information that has been published in Canada or the United States on the Canadian market, advertising in general and Canadian radio. With this great fund of information, plus some additional studies, the U. S. representatives have made on their own, they are in a position to be of tremendous help so far as supplying knowledge of the potential of the great Canadian market. When it comes to supplying "know how" in merchandising with the use of this knowledge, years of experience have proved conclusively that no one ii|) to this time holds a candle to the genius of U. S. industry nor has anyone been able to approach the "know how ' of our U.S. advertising agencies. I he game of merchandising and advertising has been developed by them to its present height of efficiency and this is particularly true of radio advertising in the U. S. and certainly there is no one better equipped to use the tools than the man who wrote the book. I would hesitate to try to teach an agency here or an advertiser the best way to approach a problem in Canada. The really successful U. S. advertisers who are in Canada and operating there successfully are doing so using exactly the same methods and same approaches that made them successful here. Canadian people are our kind of people with the same basic philosophy as our own and all anyone needs to properly tackle the greatest export market we have available to us are some details of information which any and all the representatives can supply. Adam J. Young, Jr. President Adam J. Young, Jr.. Inc. New York Those who want to get information on how to get the most out of Canadian radio might try any one or all of the following. Write to the sales office of the Canadian Association of Broadcasters, 37 Bloor Street West. Toronto, 5, Ontario. If writing's too slow, wire or phone PRincess 3729. Write, wire or phone United States representatives' firms who have knowledge of Canadian conditions such as Weed & Co., or Adam J. Youns;, Jr. Mr. Allard Wire, write, phone or call on the commercial attache at the Canadian Embassy in Washington or any of the Canadian government, trade representatives in most key U. S. cities. Write, wire or phone any of the Canadian representative firms, list on request from the head office of the Canadian Association of Broadcasters, 108 Sparks Street, Ottawa, Canada, phone 3-4036. Read with care the annual Canadian section of sponsor, and the up-to-date Canadian material that appears frequently in sponsor's regular editions. From whatever source the information is obtained, it will add up to the same thing — that Canadian radio is indispensable to the United States advertiser who wants to increase his Canadian market, or to the advertiser who wants to enter this profitable market. Canada is the best customer of the United States. It is now in an era of fabulous expansion — an expansion so great that it is only partly dramatized by the fact that the Canadian dollar is now worth a dollar and four cents in United States money. Canada is a country of vast distances, being slightly larger than the United States, and its territorial possessions combined. The growing Northern giant has great cities, satellite communities, smaller centers and farm population. The important buying power of these can be reached by a complicated and expensive combination of media. It can all be reached simultaneously, inexpensively' and effectively by Canadian broadcasting. T. J. Allard General Manager Canadian Association of Broadcasters Ottawa. Canada 44 SPONSOR