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In Ottawa
and Hull
over
100,000
French speaking Canadians with an annual income of
over
$100,000,000.00
are served
by
CKCH
(The only French radio station in
the Ottawa Valley — full coverage
over 400,000 French population.)
Studios:
121 Notre Dame Street
HULL, P.Q.
getting $30-$35 million. The Assn. ol Canadian Advertisers' John Galilee puts the national total at about $88.5 million with $15-$20 million going to radio. Walter Elliott of Elliott-Haynes, who audits the different media, figures national advertising in four of them at $52,028,474, as follows: 86 daily newspapers $27,137,998
6 week-end newspapers 8,536,911
14 magazines (Canadian) 11,458,113 13 farm papers 4,895,452
The Canadian Broadcasting Corp. lists its commercial income (mostly net) at $2,456,531.92 for the year ended 31 March 1952.
Companies of U. S. origin account for an estimated 25% of the total national ad bill.
Q. Is there anything wrong with Canadian radio as an advertising medium?
A. Yes, says Bruce McLeod, asst. advertising manager for Colgate-Palmolive-Peet Co., in Toronto, "radio is not as flexible as newspapers. Contracts are time, especially in our business." But, he adds: "It is a fine advertising medium, and we're using more radio this year than last."
Other weaknesses, as cited by another expert:
1. Rate-cutting by advertisers and some stations.
2. Little merchandising by stations.
3. Promotion is poor.
4. Programs are limited by lack of enough talent.
5. There is a lack of experienced personnel and development of new talent in all fields of radio.
6. Multiple spotting is getting worse.
Q. Any research organizations in Canada to help the sponsor?
A. These seven do radio studies, as follows:
1. Elliott-Haynes, Ltd., 515 Broadview, Toronto (also Montreal), the biggest. Walter Elliott started in an insurance company vault costing $8 a month in Montreal in 1936, now has 75 permanent employes in Montreal and Toronto, spends $250,000 a year on radio research, bills just under $1 million and publishes these 10 studies: national network, city by city day and city by city night program ratings monthly, area reports quarterly, monthly Teleratings I started in July ( . out-ofhome listening, auto listening and early
BRITISH COLUMBIA
THE
BILLION DOLLAR MARKET
Last year the net buying income of British Columbians was $1,607,298,000.00. And over a billion dollars in new capital investments is developing B.C.'s rich resources at an unparalleled rate — creating new industries, more jobs and greater payrolls for the fastest growing population in Canada. In this billion dollar market, B.C. radio gives you the over-all coverage you want ... 17 stations to tell your story to every part of the Province.
TO SELL B.C.USE B.C. RADIO
THE BRITISH COLUMBIA ASSOCIATION OF BROADCASTERS
11 AUGUST 1952
103