Once again there are new opportunities to report this week. Our Canadian television coverage has improved due to Rex Humbard cancellations in the following areas:
Calgary, Alta. CFCN Channel 4, Sunday, 11 a.m. (new time) Kingston, Ont. CKWS Channel 11, Sunday, 12:30 p.m. (new station) Montreal, Que. CFCF Channel 12, Sunday, 9:30 a.m. (additional) Peterborough, Ont. CHEX Channel 12, Sunday, 12:30 p.m. (new station) Vancouver, BC KVOS Channel 12, Sunday, 10:30 a.m. (new station) Yorkton, Sask. CICC Channel 10, Sunday, 6:30 p.m. (new station)
Plans for a fall direct mail campaign in Canada have been completed this week. One million pieces will be mailed with an estimated 5% return anticipated. Canada's PLAIN TRUTH penetration level continues to be number one in the world with 1 in 27 people receiving the magazine. This depth of penetration has contributed greatly to Canada's continued ability to assist the U.S. in subsidizing the international preaching of the Gospel. A unique combination of availability of media, relatively low population, high standard of living and freedom of religion have made Canada very fertile ground for God's truth.
In the United States, the penetration of The PLAIN TRUTH is 1 in 56 people. In order to equal media spending levels in Canada, we would have to allocate much more money than currently available. In fairness I should mention that Canada does not have the necessary overhead costs borne by Headquarters, and Pasadena subsidizes international areas at about twice the level of Canada.
A couple of new TV availabilities have been accepted this week in the United States:
Cincinnati, OH - WKRC Channel 12 ABC, Sunday, 9:30 a.m. (new second station — starts June 16)
For Japan, ads are being prepared to run in English language magazines in August. Since the magazines are specifically for students of English, we anticipate a healthy level of response.
Direct mail shots have just begun in Italy and France with a view to testing the waters for more campaigns in the fall. Preliminary indications are that direct mail works extremely well for us in Europe and is a favored advertising vehicle used by many magazine publishers.
MEDIA PURCHASING UPDATE
Worldwide Church of God