Sponsor (July-Dec 1953)

o! Ronson \ii Metal \\ orka I ' anada I . -,i\ regarding these two shows: '"In presenting these two ' anadian live programs, Ronson i aiming al encoura ( anadian talent and .it t * * — i < 1 infurther interest in Canadians. It is ihe opinion ol tlii compan) thai the interests of Canadian sponsors are best ~. i \ itl l>\ investing in Canadian talent ami pi oduction foi radio and telei iLive programs ol wide interest produced 1>\ and for I anadians are gaining more and more ol an edge in this countr) over transcribed, recorded, <>r delayed shows originating outside it borders. In short, our advice i-. 'Sell Canada to Canadians and you will also Bell j our products'." Ronson awards prizes to stations foi promotional efforts foi the // Hap* juried Here show. It la-l award was given to CHNS, Halifax. Y S. Campbell Soup: With the exception of adding radio outlet in Ontario and Quebec Provinces, Campbell plans no changes in its radio schedule. Here i what it used last season: • Bert Pails' Double or Nothing over 31 stations of the Dominion Network. It i broadcast a half hour in lie afternoon Monda\ through Friday. • Over the French Network, a noonlime radio drama. Jeunesse Doree, also Mondaj through Friday. In Ma\ the program led all French daytime shows with an Elliott-Haynes rating of 29.4. It also rate highest, according to Elliott-Haynes, in sponsor identification, with 92.595 of the li-teners correct!) identifying Campbell as sponsor of the program. • In addition to the network show-. Campbell uses a Friday night half hour on TV over CBLT. Toronto, and a fiveminute newscast in Newfoundland. f'/i-ffKfWp/iMi A. Reading Coal A Iron Co.: Producers of Reading Anthracite Coal. Philadelphia & Reading is a 52-week spot advertiser in four important Canadian markets. They are Ottawa. Montreal. Quehec. and Toronto. Announcements are used Mondav through Friday. McKee & Albright, a Philadelphia agenc) which handles Philadelphia \ Reading's advertising, says as regards Canadian radio: "The Canadian market for anthracite is a highly important one. and both client and ourselves feel that the most effective and economical method of reachins this market is through the < onsistenl da) aftei -da) use oi ( anadian radio." HmUmark (arils: Handled in I ada tin ou h \\ illiam I . < outl I 'I . I ! ill ark cards uses the I ,S.-pro.In ed Hallmark Hall of Fame with host Lionel Barr) more telling tali little-known people. | he program i taken from < BS Sunda) nighl and rebi oadi asl ovei CFRB I •" onto, and (I \D. Montreal, I uesdays al p.m. I he business is pla< ed tl igh Spitza & Mill-. Itf \: Vnothei Spitzei & Mills a count, P< \ Victoi t o., I id., foi in a halfhour pro-ram over i I RB, I oronto, out of (u,> -how \,n s A S/ Oris and )!r!i>,/\ [fardi-Gras, the latter being ii' orded music. I he shows are beard earl) Sunda) evenings. lit \ also uses two shows back-toback over CJAD, Montreal. I he) are a I 5-minute program ol rei orded music, Prelude to Midnight, followed b) a five-minute newscast. \ five-minute n -w .1-1 i also b) llii In ni on ( K\ I >, \ erdun. Bromo-Seltxer: \„ intensive spot announcement campaign on thn 1 more stations in <w>\\ ol six n market during June and Decembej is handled for Bromo-Seltzer b) F. II. Hayhursl Co., the onl) Canadian agency used b) I'M r. I be announcements run at the rate ol 25 to 30 a week with a vacation theme in June and a holiday pitch in December. Willys: Another spot user of U.S. network show i \\ill\ Motors of Canada. Willys' New A < >rk Philharmonic Symphon) concerts during the winter, as well as it taped concerts from European music capitals during the summer are taken off CBS and heard over CFRB and CJAD. Ifi.-l: This I .S.-afftliated whole-ale grocery firm has a 10-minule pro-ram five days a week on CKEY, Toronto. at 1 I :50 a.m. Ihe turn uses the trade character, "Clara Jefferson," played 1>\ a home economist on IGA's I oronto staff. The program consists of every-da) -hopping aid-^. simple ipes of a t\ pe that the avi • housewife can make without having to gel all kind of fancy ingredients. Vlso included in the program i tind information on foods and food developmentas well as interviews with people in the food trade. The agency i \ssoeiated Broadcasting Co.. Ltd. Belli V spot advertisei Bell telephone Co ol 1 n id 1 1 heard in five Onl 11 11 kei-. 1 he . ommei. ials promote 1 !■>11-' of yellow pages in the telephone Look. Spitzei v\ Mills 1 th< 1 'I nil 111 linn-, who should know something about < an ida are pi i d\ users of -poi radio when the) advert -'• on the in. 1 Ine ol the bi ' an, 1. 1: in .111 ad\. iti-ei 1 | emph ■ Ltd., a patent medicine house. I be firm buys more than LOO si tl thrOU Ii C) ah. ne I . II. I lav hurst ( 0. Vnothei handling ounl 1 \--o iati d Bro id< asting. I he Ha) burst 1 0. told sponsor that man) ail idvertisers, both < anadian and I ,S., are for 1 Bummer hi atus to hold time on the • i-im giveawa) programs. I be agenc) also said: " bierii m advertisers Bhould keep in mind the E creating I madian shows for use here. Pipe \g being used more and more and all -tali. .n are equipped to handle and give goo I reprodui tion on this type of operation whi< h Ii itself to fast, economi al. national n a selective Lis! of stations." The increasing experience of I S. advertisers in < anada has had a good ; I madian radio. I xplains I. > oung lr.. who head the station rep firm of the same name: " Ml of the personnel that go to make the dei isions In the I .S. so far as the bu) 1 I madian time i < on. erned are more and more familiar with all ol the problems involved. Win formerl) the < anadi in a< • ousts had to rel) on expert timebuyers in this oun tr\ who had made ,1 parti ular study of the Canadian picture and who had been doin a vet) intelligenl fob of buying radio in the past, today the ai 1 ount itself in most instances and all levels of personnel in the U.S. advertising agencies understand the Canadian picture and it multiple problems. I In i resulting in more and more business for < anadian rad I ooking to next • Joseph m. head of For joe S Co., 'I or the 195 1-5 I ason 1 madian radio i bound to -how further incn as This i due to the increase in the Canadian population, purcfa wer. expansion of industries and further development of natural resources. The stment in Canadian business by I .S. firm and individual has provided most of the stimulation." * • • 10 AUGUST 1953 139