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SPEAKING ON ADVERTISINGby Roly Smith RADIO - TELEVISION - VERSUS WEEKLY NEWSPAPERS It has long been stated, "if someone invented a better mouse-trap all the world would rush to buy it and fall at the feet of the inventor". This is a plausible possibility, a theory that has never been tested in principal but someday might be. Upon examining the question however, one cannot help but think there is a distinct similarity to this theory when one looks critically at radio and television advertising. Is this not basically a new type of mousetrap,set purposely to catch unsuspecting advertisers? There is a possibility this could be the case. Examine the question in depth! If you are an avid radio listener you will no doubt also be a long suffering motorist as well. On the road continually you cannot help but fall into the category of a captured audience. You must suffer through programs invariably slanted towards the younger set and, When commercials are broad- cast, you may or may not be prepared to digest the content. Ready or not, you still can't play back the program if you have missed a certain point. Similarly, if you are a busy housewife, you may or may not be interested but you have no choice but to suffer through it or turn off the 'squawk box' entirely. Such is also the case with television commercials. Some of the characters are so unbelievable, go through such ridiculous antics that they destroy the impact of the pro- duct they pretend to serve. Once again the program is too fast and, unless you happen to have your baby blue eyes glued to the screen, you could completely miss an important part of the mess- age. In either case, be it radio or i honest and agree the speed with broadcast precludes any lengthy service. television, one mnust be which commercials are study of a product or WHITBY FREE PRESS, THURSDAY, NOVEMBER 22, 1973, PAGE 3 The answer cannot be found in flyers or handbills which are a printers' delight and a housewifes'nightmare. They are usually too small to wrap garbage or long dead fish in nor are they much use as reading material. They, come in a multitude of colors, shapes and sizes and are truly a postman's nightmare on an even increasing scale. The obvious answer is the weekly newspaper where one finds news of local happenings, neighbours, friends and photo coverage of many of the important events. Here one can find time to read through the publication, Odigest the news and advertising content and revert back to pick up a doubtful point if necessary. It is definitely the market place for both the consumer and the advertiser and is grossly under-rated. Think it over and see if you do not agree. Next week the discussion will centre around the home town weekly - versus the area weekly with a touch on the advertising rate structure. The Canadian headquart- ers for Up-right Aluminum Scaffold Limited will locate in the Whitby Industrial Pa- rk, Development Commiss- ioner Wes Winters announced recently. The move to the 1.5 acre site on Industrial Drive follows 13 years of operation in Oshawa. Ob- viously impressed with the Whitby Industrial Park, Earl H. Calahan, General Manager of Up-Right Aluminum Scaf- folds Limited said, "I have a job to do and I wish to do it with the lease number of problems. To achieve this desire a decision was made to move to Whitby as we weren't A Magic Mitt Tree is blo- mming in St. Mark's United Church; Whitby, and already twenty-seven pairs of mitts hang from its branches. For two more weeks the Magic Mitt Tree will remain in the Church and by Sunday, Dec- ember 2nd it is hoped that every branch will be "bloss- oming" with pairs of coloured mittens for the girls and boys of Christian Island. You- ng and old of St. Mark's con- gregation are co-operating in Whitby St. John Am- bulance Cadets are holding a 'fun-day', Saturday, Novem- ber 24 at the Kathleen Rowe Public School, 1125 Athol Street, Whitby, starting at 1 p.m. and running until 4 p.m. able to obtain a satisfactory site in Oshawa for a new building. I got in touch with Mr. Winters concerning the availability of land in the Whitby Industrial Park and I'm very happy to say our negotiations with him have been extremely helpful and cordial. He's entirely pro- fessional inhis approach and from the outset it has been a matter primarily of Winters trying to help me solve my problems rather than just selI me a piece of property." Construction of the mod- ern plant, awarded to Con- struction Design Services, pa- rt of Ronald C. Deeth Ltd., will consist of a 13,780 sq. donating mittens and skates for this worthwhile venture. Anyone wishing to share may do so by leaving their con- tribution of mittens or good used skates at the Church any time. Through the week donations may be left at the Church Hall or inside the back door of the Church House. On Sundays they may be deposited in the boxes provided in the church vestibules. On Sunday morning, gue- Mike Seaver, superin- tendent of the Cadets, says that the 22 boy cadet corps will hopefully be out 'en masse' to take part and orga n- ize many fun events ranging froin a 'fish pond' to games of skill. The boys range in ft. building with plant invest- ment estimated at over $190, 000. The structure will fea- ture an office and plant both finished in a pleasing brown range of clay brick. Con- struction is to be completed to permit occupation early in 1974. Mayor Deg Newman said, "Naturally, I'm delighted th- at the Up-Right Scaffolds company has decided to lo- cate in our Whitby Industrial Park. I think it is indicative we provide the experience and assistance newcomers to the industrial sector of Whit- by need to assure a smooth, efficient operation." st minister at St. Mark's Un- ited Church will be the Rev. Eric Snider who has been serving in Nicaragua Chur- ches and dedicated to basic adult education and comm- unity development. The congregation is invit- ed by the leaders and girls of the C.G.I.T. to a Friend- ship Time at the conclusion of the service. Refreshments will be served and there will be opportunity to view pic- tures of the Church's mission and to speak with Mr. Snider. age from eight years. to fifteen This fun-day is open to the public with all proceeds going to the Cadets to be used for future activities. Up-Right Aluminum Scaffolds to build Canadian Plant In Whitby the oshawa kitchen centre Specialists in QUALITY KITCHEN CABINETS & ACCESSORIES VISIT OUR SHOWROOM a 737 STATION ST. (east from Simcoe just so--th of Bloor) See the new ®UENN-Al Rq moi ~c flf=DF*oR A T- ' C>N the ultimate in homechar broiling MON.-TUES .-WED 10.6 FOR INFORMATION CALL THURS..FRI. 576-4500 SATURDAY 10-3 Something for everyone... every day of the year! jÊ: jKodak qýf W-RONSON to thepubli am id 4e PARKER W M IId%INIE-X w\\0 The G.B. Company Vi'sit our Large Showroom of Nationally Advertised-qualityELLHOWELL Merchandise, and receive our 245 page, 1974 Colour Catalogue, Free! Showroom Hours: Monday - Thursday (8:00 am - 5:00 pm) Friday (8:00 am - 9:00 pm) Saturday (9:00 am - 5:00 pm) oiet R~EMIN\GTON . in4 1Hg w y _ _ iù 11I Fi G.ìConi1><ny 356 D EAN AV E.()W D OHWeare lONTARI fOSTELEPHO etNE: 23396 Wstghu. Koda 'Magic Mitt Tree' blooming in St. Mark's St. John Ambulance Cadets to hold a 'Fun Day' 7-7-77,