Sponsor (July-Dec 1952)

RTMA of Canada. This exceeds the total homes by more than 1.000.000. In addition six more stations were added in the past year, a total of 29 since 1948. On the other hand, only one new daily newspaper was founded in 1951, raising the total to 89. 7. Canadian radio is enterprising. Here are a few examples: Jack Cullen. plugging Kelly's Record Department on his late night Owl Prowl show over CKNW, New Westminster (Vancouver!, B.C., kidded: "If you can't afford to buy these wonderful records, go in and steal them — tell 'em I said so." The police were kept busy sprinting after record-stealers all next day, "gently urging them to return the discs or pay cash," according to Roily Ford. CKNW national sales director who also edits the station's novel house organ T op Dog. Phil Lalonde. general manager of CKAC, Montreal, got his competitors, including Arthur Dupont. owner and manager of CJAD, to manage CKAC for one day each during a week's celebration of CKAC's 30th anniversary. Said Lalonde: "I made them promise not to burn the station down first!" Jack Teitolman's CKVL of Verdun, Quebec, puts on 25 live shows a week, calls itself "the little Hollywood of French Canada." Jack Cooke, owner of CKEY, Toronto, mentioned that 125,000 persons turned out for a CKEY-sponsored Dominion Day celebration at Riverdale Park 1 July. Waldo Holden, commercial mana ger of CFRB. Toronto, reports that the station has developed a 6:00 to 6:30 a.m. farm program, Breakfast on the Farm, which is sold out. ( In fact almost all of CFRB's time from 7:00 a.m. to 8:00 p.m. is in the same enviable position, except for a quarter-hour option, Holden said. CFRB is one of the two most powerful independent stations in Canada. CKLW, Windsor. also is a 50,000-watter. I W. E. Collier, advertising sales manager of CKY. Winnipeg, sa\ CkY has developed a "chain action merchandising" plan putting point-of-purchase displays on a weekly basis for all regular sponsors. CJCH, Halifax, put up $10,000 to help finance the all-Canada musical [Please turn to page 94) !>• How do Canadian radio homes divide among the provinces? Province Population Householtls °o radio Radio Homes* Newfoundland 365,000 76,000 80.3 61,000 Prince Edward Island 100,000 22,000 90.9 20,000 Nova Scotia 036,000 163,000 90.8 148,000 New Brunswick 512,000 122,000 91.8 112,000 Quebec 4,102,000 905,000 96.0 869,000 Ontario 1,647,000 #.282.000 95.2 1,220,000 Manitoba 766,000 214,000 92.5 198,000 Saskatchewan 807,000 238,000 95.0 226,000 Alberta .965,000 267,000 94.4 252,000 British Columbia 1,181,000 371,000 93.8 348,000 CANADA 14,081,000 3,660.000 94.4 3.454,000 'Estimates SOURCE: H. F. Chevrier, Vice Chi mn. Research & Development Committee of Bureau of Broadcast Measurement and CBC Statistician, 1952 4 • How do costs and circulation compare? Medium Circulation Space or time Total Cost 13 mags 2,971,064 page SI 5.8.7 134 pvt. cmrcl. radio stations 3,454,000 (radio homes) l/2 Hour Class A 26 times 4,987 14 farm papers 2,070,»87 page 10,900 4 week-enders 2,31 2,688 roto page 8,425 88 dailies 3,481,000 600 lines 6,018 60 trade, business 416,630 page 6,389 papers SOURCE: Marke "Ing, Toronto O.Wftnt are the facts on car-radio listening? City <7c Sets in Ise* City ' ; Sets in Vie* Halifax 17.8 Hamilton 2.9.4 St. John 40.4 Winnipeg 29.1 Montreal (Eng.) 32.9 Regina 36.7 Montreal (Fr.) 45.4 Calgary 21.3 Ottawa 47.6 Edmonton 38.7 Toronto 3J.8 Vancouver 39.7 SOURCE: Elliott-Haynes 1952) (Based on 3,000 8 a.m. and 6 p.m.) ?adio Listening interviews in eacl Report (April 1 city between ''In cars in use. Estimated number au of new cars being sold are radio-equip to radios in Canada ped. : 650,000. 75% 11 AUGUST 1952 73