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| NOW IT'S OFFICIAL! 1951 DOMINION CENSUS, j
Metropolitan and Major Urban Area Population Figures, shone
SYDNEY, NOVA SCOTIA,
"The Steel and Coal Centre of Eastern Canada7'
Is the 14th Urban Market in the Dominion, And the 2nd Largest in the Maritime Provinces.
Where EIliott-Haynes Radio Surveys thru the years have eonstantly found one of the highest "sets-in-use" radio-audiences in the country, and Advertisers continually find a "must" area for their radio campaigns.
// yon already haven't proof of this —
MAKE YOUR OWN RADIO CAMPAIGN TESTS HERE
YOU'LL FIND RADIO PAYS
OVER C-J-C-B
(CJCB-FM— and CJCX)
IN SYDNEY, NOVA SCOTIA
Write us lor a list of National and the largest Local
Advertisers who have been using CJCB. the Year Round —
for periods of TEN to TWENTY YEARS.
Rvpri'seit tiitives:
Weed & Company in U.S.A. All-Canada Radio Facilities in Canada.
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1. Import duties. To save on these and taxes sponsors have to set up subsidiaries or license Canadian firms to make, package and/or sell their products.
2. CBC limitations, mentioned above. A French Network executive told sponsor they are hoping one or two American-origin shows drop out. even though they're commercial, because of their content. They will not be replaced.
3. Not enough know about Canadian radio as a superior advertising medium. Ask any New York Canadian-station rep what questions he's asked about Canada. They range from "Do all Canadians speak French?" to, "Is it always cold up there?'" according to Donald Cooke.
Here's a contributory reason why some Americans don't know the facts: The only study ever made comparing black-and-white with radio advertising in Canada as to costs and circulation was buried last year because the results were so startling in radios favor. It was made by the Canadian Assn. of Broadcasters and compared daily newspapers, week-enders, weeklies and monthlies with radio. The study showed such a disparate ratio so far as costs and penetration were concerned that the newspapers promptly hit the roof. Some of the newspaper-owned stations (there are 29 in Canada) threatened to quit the CAB. and the latter reluctantly withdrew the survey.
Other stations, however, made comparisons of their own — with good results. CKWX, Vancouver, managed by Frank H. (Tiny) Elphicke. issued one showing the station to have a nighttime circulation I audience I some 12' , greater than the largest daily there, nearly twice that of the largest weekender, two and one-half times the largest magazine and between four and five times the largest farm publication and the combined Class A weeklies. It didn't compare rates, but CKWX's halfhour rate is $84; a half-page in the top Vancouver dailv is around $500.
Q. How much of the advertising kitty does Canadian radio get?
A. Between 20 and 25%. The CAB's Pat Freeman, who's in the middle of a year-long project to check radio expenditures of all Dominion accounts, estimates the total Canadian advertising budget at
50 million — with radio
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