Sponsor (July-Dec 1952)

in October over the Dominion Network. Time and talent cost about $1,300 a week. Meantime Le Journal, costing $435 a week for time and talent, continues over three stations of the Trans-Quebec group: CKAC. Montreal, CHRC. Quebec City, and CKRC, Jonquiere. Ronson attributes its ability to cope with imitation Ronson lighters to this show. James Morganthal is Ronson account executive at Grey. Helen Hartwig is the timebuyer in New York, with Gerald Rord heading production. Miles Laboratories. Ltd. (Robert Otto & Co. I uses news broadcasts on 30-40 stations and spot announcements to sell Alka Seltzer and One-a-Day Vitamins. Alka Seltzers annual Canadian radio budget is $160,000. R. H. Otto handles the account assisted by A. L. Reyea, v.p., in New York. Athol Stewart services it from Toronto. Young & Rubicam's Toronto office, \\ here W. D. ( Bill ) Byles is Supervisor of Radio-TV, handles three more sponsors using network shows besides Lever Bros, and P & G: Whitehall Pharmacal using Front Page Farrell I daytime soap) over Trans-Canada; Robin Hood Flour Mills with Musical kitchen over Trans-Canada and the same sponsor with Je Vous Ai Tante Aime ( I Loved You So Much I , a soap opera, over the French Network. In addition, Whitehall uses Our Gal Sunday and local French programs. Robin Hood employs the transcribed Lone Ranger and Madame Est Servie to sell in spot markets; Borden Co.. Ltd.. is attached to Memory Lane and Time, Inc., sells Life magazine with oneminute and 15-second announcements. Y & R's Montreal v.p. and general manager George Poland says: "Fall renewals will be higher but not at the expense of any other operations." Poland reported the fact that Je Vous Ai Tant Airrue started with a 9.0 rating last fall, went off in July with a 24.0. Y & R also has Metropolitan Life Insurance, using newscasts and Melody Highlights as well as announcements. Ruthrauff & Ryan's other big Canadian radio account I besides Lever Bros. ) is Electric Auto-Lite Co. of Canada, which sponsors the U.S. -imported Suspense, on the Dominion Net. How does a big agenc) divide itself into two parts efficiently to handle an across-the-border operation without <l< • •*••••• ^'Television ran reverse a rend that has grown with the increasing complexity of our limes. It can re-integrate community life. It can re-vitalize true community feeling. A beginning has already been mad. Families have once again been brought together — not before the hearth, but before the television set." WILLIAM A. BLEES V.P., Avco Manufacturing Corp. *••••••* veloping schizophrenia? R & R does it by masterminding all Canadian advertising and strategy in its New York office. Creative planning, writing of copy and commercials and market analyses are handled in New York. Even commercials for French-Canadian shows are written there in English and then translated in Canada. The writers are cautioned to keep them simple and watch timings carefully, for French adds a third to the length. Actual recording of radio spots is divided between New York and Toronto, depending on talent needs, etc. The R & R Toronto office buys all network and spot time and buys and produces all programs. It also handles on-the-spot advertising and research projects. Gordon Ralston is in charge in Toronto, with Ramsay Lees handling radio operations. In New York Canadian radio operations are the problem of Tom Slater, v.p. and associate director of radio & I \ : Louis de Milhau, in charge of Canadian liaison for radio & TV, and Sid Slon, script editor. McKini Advertising's Montreal v.p. Wilfred Charland remarks, "Canadian ladio hasn't sold itself. Too feu Vmerican advertisers use it." Here are 46 stations from coasl to coast who replied to a SPONSOR questionnaire indicating that the) arc selling themselves and their sponsors' products through energetic promotion: I From coast to coast) Newfoundland—CJON, VOCM, St. Johns. Nova Scotia— CKBW. Bridgewater; CJCH, CHNS, Halifax; CJCB, Sydney; New Brunswick — CJEM, Edmundston; CFNB, Fxedericton; CHSJ, St. John; Quebec— CKCH, Hull; CFCF. CI A I). CKAC, Montreal; CHRC, Quebec; CJBR, Rimouski; CKCL, Verdun (Montreal). Ontario— CJBQ, Belleville: CJOY, Guelph; CHML, CKOC. Hamilton; CJRL. Kenora; CFOS, Owen Sound; CFRB, CHUM, CKEY. Toronto; CKLW, Windsor; CKNX, Wingham, Manitoba— CKY, CKRC. Winnipeg. Saskatchewan — CKCK, CKRM. Regina; CFQC. Saskatoon; CJGX. Yorkton. Alberta— CFAC, CKXL, Calgary; CFRN, CJCA, Edmonton; CJOC, Lethbridge. British Columbia — CKOV, Kelowna; CKNW, New Westminster ( Vancouver ) ; CKOK, Penticton : CJAT. Trail; CJOR, CKWX, Vancouver; CJIB, Vernon; CKDA, Victoria. These stations, and many others across the Dominion, firmly agree with Tom Malone, Adam J. Young, Jr.'s expert on Canada in New York, who says: "There are two things in the future— Canada and Chlorophyll. The best way to sell both is via radio." • • • 11 AUGUST 1952 113