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CFRN mail pull typifies Canadian airways
If. How leading sponsors use Canadian radio
1 17 of 550 national sponsors on Dominion airwaves are American, with trend toward Canadian programs
Booming Canada is attracting more iadio business than ever.
Sponsors of American origin or affiliation are lining up solid radio schedules for the fall to capitalize on the i ising economy.
Tin \ agree with BBDO President Bernard C. I Ben ) Duffy, who says: "The Canadian market responds very activel) to radio. Experience over a |x riod of years has shown this medium to l>e very productive. Sales of various BBDO clients in this market have been on a sharp upgrade for the past few years."
Most American manufacturers doing business in Canada have set up branches or affiliates there to cut taxes, save on duties and win Canadian lo\
alty. More and more American advertising agencies are following them.
Adam J. Young. Jr.. who represents 25 Canadian stations, estimates that only 5', of all Canadian national advertisers in Canada are handled in the I .S. and 95' /< in Canada. I But the 5' ( in the U.S. buy approximately 2025', of the radio time. Young adds. I
Another way of looking at it: 39 U.S. agencies buy Canadian radio time; of these 14 have Canadian branches through which many of the orders go. McCann-Erickson and Leo Burnett are opening branches in Toronto. Ncedham. Louis & Brorby established there during the past year.
But control over both the manufacturing and agency branches rests, of
CJOR (Vancouver) "Voice of the Races" (Jack Short) has held three of eight sponsors 19 years
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course, in the States, and a sponsor check showed most decisions as to campaigns, programs and media are made in this country with the Canadian branch in an advisory and expediting role.
Two major switches ma\ be of interest in showing the trend: Kellogg's has transferred its account from Kenyon & Eckhardt. New York, to Leo Burnett in Chicago. Burnett will open an office in Toronto to service it. And Procter & Gamble is moving Camay from Pedlar \ Ryan, because P&R is dissolving Oct. 1, to an all-Canadian agency, F. H. Hayhurst. Toronto and Montreal. Robert I Bob) Amos is Hayhursts radio director in Toronto.
Statistically some 117 U.S. or U.S.origin advertisers use Canadian airwaves. Total national sponsors run to about 550 on Pat Freeman's list prepared for the Canadian Assn. of Broadcasters. This gives the U.S. a 21', representation. But the percentage of American-origin firms using Canadian networks is far higher. Of the 40 program sponsors on the two English nets, Trans-Canada and Dominion. 19 appear to be U.S. by birth or affiliation, says CBC Asst. Commercial Manager W. R. Johnson and CBC Toronto Sales Rep. W. G. (Wilfl Carpentier. And of the 23 on the French Network. 10 seem to be controlled south of the border, according to J. R. Peloquin of the CBC Montreal office. Most of the latter are on the first list.
A rough estimate of the amount I .S. -origin firms spend on Canadian networks would be at least $1.5 million or more than half the CBC's $2.45 million commercial revenues. This is pal
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