U.S. Radio (1960)

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report from Canada w Broadcasters to Ask BBG For Liquor Code Changes \\'ide,spi'ead dissatisfaction with the Ontario Liquor Advertising Code, in effect only since August 1 for radio stations, appears to be prevalent among Canadian wine and beer advertisers. The feeling was made known at a meeting recently of the Canadian Radio Station Representatives Association. Broadcasters, in an effort to oain their share of the estimated $40 million advertising expenditures, will attend a meeting with the Broadcast Board of Governors this month to ask changes in the new code. Central Canada Broadcasters Association is sending a group of its members, headed by Cam Ritchie of CKLW AVindsor, to the meeting with a presentation of their views. Media Disparity Mr. Ritchie announced these plans at the CRSRA meeting in Toronto, which was attended bv heads of Canada's 15 station representative firms. The representatives reported that their contact with beverage advertisers and their agencies resulted in the prediction that advertisers will be slow to buy because of the disparity with newspaper regulations which became effective September 1. The code's provisions for radio restrict the advertiser to opening and closing annoinicements on programs of minimum 10-minute length. Only brief mention of the sponsor's name is ]:)ermitted, such as: "This program is brought to you by the XYZ Bre^very." On the other hand, it is pointed out, print advertisements may include product and brand name, body label, trade marks, established slogans, recipes and copv descriptive of the merits of the product. Rej^resentatives report that many brewers feel heavy expenditures in radio will not be worthwhile vmtil the code lor broadcast advertisino is expanded. Several radio commercials, prepared by the representatives in conformance with the print regulations, were heard at the meeting. It was suggested that the BBG amend the code to allow' their use. Ho^vever, Dr. Andrew Stewart, BBG chairman, and William Collins, chairman of the Liquor Control Board of Ontario, both present at the meeting, had no comment. Meanwhile, beverage achertisers who have been using radio stations in the U.S. cities near the Canada border may have to suspend this practice. According to Mr. Collins, the LCBO has cautioned that ad vertising outside the province which does not conform to the new code may result in blacklisting for the advertiser in Canada. Fall Radio Survey Duncan Grant, executive vice president of the Bureau of Broadcast Measmement, has announced that the 1960 Fall Survey of radio stations will be taken November 11 to November 20. In making the announcement, Mr. Grant said 'Tor at least two weeks prior to the survey and during the survey week, all stations should refrain from station sponsored contests or give-awavs which have not constitiued a part of their normalcontinuous promotional activities." He stated that figures resulting from the survey must be regarded as representative of normal conditions. The research and development committee will conduct the sinvev. • • • WITHIN A STONE'S THROW OF COMMUNICATIONS ROW! <i^ One of New York's most desirable locations MADISON AVENUE AT 52nd STREET A Bigger and Better HOTEL Just steps from anywhere... now with 500 individually decorated rooms and suites — and completely air conditioned. The magnificent new Barberry 17 E. 52 St. Your rendezvous for dining deliberately and well . . . open every day of the week for luncheon, cocktails, dinner, supper. U. S. RADIO September 1960 57