Vintage Toronto Ads: Wally’s World

Originally published on Torontoist on August 5, 2008.

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Toronto Life, September 1974.

Cow herds and invalids were among the radio listeners that spent over 10,000 mornings waking up with Wally Crouter. His run as CFRB’s morning man from 1946 to 1996 saw his comforting style stay afloat in the ratings against competitors like top 40 radio and shock jocks.

Crouter (1923-2016) felt that one of the keys to his long run was creating a comfort zone for listeners to ease themselves into the new day, without bringing up divisive subjects like sex, politics, and religion. In an interview with The Globe and Mail upon his retirement in 1996, he noted that:

I always tried to put myself in the place of the listener…it’s the most personal time of the day. The radio is on while you’re doing your morning ablutions, getting dressed, having breakfast with the kids coming to the table…I’ve had a surgeon write me to tell me that, when he had three serious operations to do in a day, he started off by listening to my show so he could achieve the right relaxation and focus he needed.

Crouter’s sidekicks in 1974 included reporters Jack Dennett and Bob Hesketh, sportscaster Bill Stephenson, and Henry Shannon with traffic reports from “the CFRB Twin Comanche.”

Additional material from the November 1, 1996 edition of the Globe and Mail.

ADDITIONAL MATERIAL

Given the length of Crouter’s career, you’d expect that there would be plenty of ads to track its evolution. You’d be right. Here’s a sampling of them…

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Globe and Mail, September 4, 1948.

CFRB swapped frequencies with CJBC (then an English language station belonging to CBC’s Dominion Network — it would switch to full-time French programming in 1964) on September 1, 1948. The move was prompted when CBC decided in 1946 that all class 1-A radio frequencies in Canada would be reserved for the public broadcaster, which meant booting CFRB and several other private stations from their spots on the dial. It wasn’t the first time CBC had forced CFRB to move; in 1941, CFRB vacated 690 to allow space for Montreal’s CBF.

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Globe and Mail, September 1, 1948. Click on image for larger version.

After settling on 1010 as its future home, CFRB successfully negotiated to make its new frequency a 50,000 W powerhouse. The move cost the station $500,000, including a new transmitter in Clarkson (now part of Mississauga). Because of two other stations located at 1010 (New York’s WINS and a CBC transmitter at Lacombe, Alberta), CFRB had to use a directional signal which made reception ultra-powerful in Toronto.

gm 1970-11-16 crouter ad

Globe and Mail, November 16, 1970.

From a 1970 Globe and Mail profile of Toronto’s morning radio men:

Wally Crouter is the king of morning radio. An unlikely king, too. Wrinkled, dishevelled, as casual as a sandwich, he looks a bit like Tennessee Ernie Ford. Or is it Ernie Kovacs? He is the king because he makes the most money and has the most listeners, and the key to it all is that CFRB’s Crouter looks and sounds the way most of us feel at that time of day.

“I don’t push people. I carry on a conversation with the listener. You can’t talk down to them and you can’t talk up to them—you have to talk at a level with them. Some of the guys shout, ‘Well, c’mon, it’s time to get up.’ I figure the guy’s intelligent enough to get up by himself. Besides, his wife’s probably bitching at him anyway, so why should I cause further aggravation?”

At the time, Crouter’s show drew 156,000 listeners, Runner-up Jay Nelson (1050 CHUM) drew 74,000.

gm 1971-07-27 crouter and leaside towers ad

Globe and Mail, July 27, 1971.

Based on the illustration, I picture Billy Van in a live action television commerical of this ad campaign.

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Globe and Mail, April 26, 1973.

Once upon a time, radio hosts conducted interviews with celebrities at downtown department stores.

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Maclean’s, June 13, 1977.

gm 1979-09-22 wally crouter travel ad

Globe and Mail, September 22, 1979.

Besides Crouter, CFRB personality Earl Warren also operated a travel agency.

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Maclean’s, February 25, 1980.

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Globe and Mail, November 3, 1982.

Like any good local celebrity, Crouter had recipes to share with newspaper readers.

An interview with Wally Crouter from 1987. As CFRB’s format moved away from the old full service model towards a modern news/talk operation, Crouter remained atop the morning ratings. Regarding the changes, “I think we’re anxious to dispel the idea that it’s an old station for people,” he told the Globe and Mail. “I’m right with them. I’ve always thought it was essential to be vitally involved in the community and kept up with the times, but somehow that reputation as an old person’s station haunts us. For years we’ve played Big Band music, and I still enjoy hearing Tommy Dorsey, but like anyone else, I can only take it for so long before I want to hear something new.”

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Maclean’s, December 14, 1992.

From a 1992 Toronto Star profile:

Radio legends are a dime a dozen. Most, I can attest, are legends in their own minds, super-characters that exist only in the ether, in sealed studio chambers, in electric currents and radio waves.

Crouter is different. At work in the studio between 5.30 a.m. and 9 every day, he’s relaxed, composed, even nonchalant. After 45 years in the same slot, of course, the rhythm and pace of the show are second nature to him. He wanders about CFRB’s halls, in the slices of time dedicated to news, traffic and sports reports, commercials, contests, promotions, and commentary, making coffee, chatting to coworkers, collecting mail and messages, answering phone calls, cornering station executives in their offices for a quick word or two . . . and ambles back to the microphone mere nano-seconds, it seems, before he’s due on air again.

“It surprises some people when I tell them I do no preparation, none at all,” he said. “This show’s about what’s happening, what’s unfolding. You can’t prepare for it. And it makes every day different. It’s never boring.”

star 1996-10-11 crouter retirement ad

Toronto Star, October 11, 1996. Click on image for larger version.

Crouter ended his show on the 50th anniversary of his debut. His final on-air words were “Forget yesterday. Think about tomorrow, but live today. Thank you.”

Additional material from the February 7, 1970 and February 19, 1987 editions of the Globe and Mail, and the September 1, 1948, October 25, 1992, and November 2, 1996 editions of the Toronto Star.

Vintage Toronto Ads: Brainy Birds for a Child You Love

Originally published on Torontoist on May 26, 2009.

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Toronto Life, March 1984.

Hands up—how many of you read Chickadee or Owl during your childhood or purchased it for kids you knew? With features like the cartoon adventures of the Mighty Mites and the experiments of Dr. Zed (aka York Region science teacher Gordon Penrose), these magazines aimed to introduce scientific and environmental concepts to young readers.

Owl began publishing in 1976, with early subscription ads featuring praise from the likes of Pierre Berton, even if the language used may not have been deemed appropriate for innocent ears (“It’s a damn good magazine!”). Both magazines faced financial difficulties due to publisher Young Naturalist Foundation’s anti-advertising stance, but a fundraising campaign in 1980 kept the publications afloat.

Just over a year after today’s ad, Owl entered the TV biz…

Additional material from the April 16, 1977 edition of the Globe and Mail.

ADDITIONAL MATERIAL

gm 1977-03-26 owl magazine ad

Globe and Mail, March 26, 1977. 

Count me among the children who grew up reading Owl and Chickadee, sifting through issues sitting in a stack in the basement. These publications engaged me more than other naturalist/science magazines aimed at kids — I’m looking at you, Ranger Rick. The title of the following article may provide a clue as to why Owl succeeded with kids like me.

gm 1979-10-24 owl magazine profile

Globe and Mail, October 24, 1979.

Vintage Toronto Ads: Passing on the Ontario Press Council

Originally published on Torontoist on July 19, 2011.

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Toronto Star, September 14, 1977.

Oh, Sun Media, you want to be so edgy. From self-mythologizing as “the little paper that grew” in Toronto to launching your own bargain-basement version of Fox News, you’ve always prided yourself on being the rebel in the media room. Last week’s decision to pull 27 papers out of the Ontario Press Council (OPC), including charter members of the organization like the London Free Press, because the self-regulating watchdog has “a politically correct mentality” at odds with the trashy nature of your urban tabloids is a fine example of Sun Media’s cranky-teenager streak. We wonder if the move was motivated less by true dissent with the OPC and more by winning brownie points with the right or saving a few bucks on membership dues.

The Toronto Sun’s decision to join the OPC in May 1983 came at the end of a sudden membership rush that saw the OPC go from 24 papers at the start of 1982 to over 70. Suspicion was that the increase was spurred by the release of the Royal Commission on Newspapers chaired by Tom Kent, and by rumours that the federal government was mulling a national newspaper watchdog. The usefulness of the OPC was debated from the moment it was announced in late 1971—during a forum at the Toronto Press Club in March 1983, it was described by critics as a “toothless tiger” and a “mountain of Jell-O.”

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Based on notes from other papers, the May 1, 1983, edition of the Toronto Sun was the first published as a member of the Ontario Press Council. Cover stories included Ontario Premier William Davis’s potential run for the federal Progressive Conservative leadership, lingering problems with metric conversion, and financial columnist Garth Turner’s apology for having declared a year earlier that Canada was in the midst of a depression.

While we weren’t able to find any statements in the Sun about its decision to join the OPC, we uncovered Globe and Mail publisher Roy Megarry’s reasons for signing up a few months earlier. Megarry’s decision was a response to “a growing feeling that those unhappy with the performance of newspapers in Canada should have another place to take their complaints than the papers themselves.” He claimed the Globe and Mail felt their internal system for dealing with complaints, which included an “Our Mistake” column, worked fine but that “we cannot, however, ignore the challenge that publishers must demonstrate their openness by participating in press councils which are financed by Ontario’s newspapers, that justice must not only be done in the press, but be seen to be done.”

That last point is probably lost on Sun Media, whose timing for the pullout may prove poor as media responsibility comes under the microscope with every new revelation that spins out of the News of the World scandal. But then the Sun might see accountability to no one, including their readership, as another sign of edginess.

Additional material from the October 14, 1982, edition of the Globe and Mail, and the March 31, 1983, and May 18, 1983, editions of the Toronto Star.

UPDATE

The Ontario Press Council merged into the National NewsMedia Council in 2015. As of 2018, under Postmedia ownership, the Sun is a member of the NMC.