Sponsor (July-Dec 1952)

CANADIAN RADIO'S FOREMOST Advertiser-Service Organization representiuy exclusively . . . The World's top producers of SYNDICATED PROGRAMS More than ever before, advertisers in Canada are stretching their radio dollars on a national or market-tomarket basis (or both) via All-Canada packaged programs! Programs that guarantee: Salesmanship each program is a tested, proven sales vehicle in urban or rural markets or both. Economy — because it's syndicated — your cost is a fraction of the original production cost. Showmanship — lop talent — finest production — with ratings that compare with the best. Advertisers must look at what AllCanada offers for a clear picture of radio advertising in Canada. The "All-Canada" Family of Radio Stations British Columbia CHWK Chilliwack CFJC Kamloops CKOV Kelowna CKPG Prince George CJAT Trail CKWX Vancouver CJVI Victoria Alberta CFAC Calgary CJCA Edmonton CFGP Grande Prairie CJOC Lethbridge CHAT Medicine Hat Saskatchewan CKBI Prince Albert CKCK Regina Manitoba CKRC Winnipeg Ontario CKOC Hamilton CFRA Ottawa CJCS Stratford CKSO Sudbury CFRB Toronto CFPL London CKLW Windsor Quebec CFCF Montreal Maritime* CFCY Charlottetown CFNB Fredericton CHNS Halifax CJCB Sydney CJLS Yarmouth Newfoundland CJON St. John's Program Division Time Division flLL-CANHDnitflDIO FACILITIES Ji^miteicL Vancouver • Calgary • Winnipeg Toronto • Montreal proceedings. 9. Bans fortune tellers and crystal gazers. 10. Requires advance approval for appeals for donations. 11. Bans appeals for agents to represent the sponser of a program or to handle the goods or services advertised. 12. Prohibits the advertising of stocks and bonds and alcohol (latter except in provinces like Quebec which permit it; commercials there are limited to bare announcement of sponsor's name. Molson's Brewery got around this by putting name into program: Le Theatre Lyrique Molson, one of French Canada's best). 13. Limits "spot" announcement to two minutes an hour. Bans "spots" between 7:30 and 11:00 p.m. week-days and all day Sundays. 14. Requires all food and drug copy to be approved by the Dept. of National Health and Welfare. (CBC promises an answer in two weeks, but one agencyman grumbled to sponsor that he's been waiting for six months. I 15. Prohibits stations from broadcasting any national or foreign news or commentary except that released bv the CBC. 16. Prohibits stations from carrying mechanical reproductions of programs between 7:30 and 11:00 p.m. except with CBC consent. 17. Can suspend the license of any station for up to three months for violating any regulation of the Broadcasting Act; can expropriate all private stations, in fact, at any time. In addition, private radio men complain, CBC sets network rates, often paying private stations less than the card rate; gets the best U. S. network programs, and assigns itself the best frequencies and the highest power. It can even take a frequency away from a private station and give it to a CBC station, as it did with CFRB. Toronto. Thus eight of the 10 50,000-watters in Canada are CBC-owned; all range from 540 to 1.070 KC's on the dial. However, competition by CBC stations for local business has been reported curbed in most cities. Q. What did the Massey Commission recommend concerning radio last year and was anything done? A. The five-member Massey Commission, headed by the now Coventor General Vincent Massey ( brother of actor 98 SPONSOR