ACA ADDRESSES SENATE COMMITTEE ON COMMUNICATIONS
By Adnews Staff
Representatives of the Association of Canadian Advertisers addressed the Standing Senate Committee on Transport and Communications in Toronto yesterday. The committee is currently holding public hearings on the impact of globalization, new technology, convergence and concentration of ownership on the news media in Canada. Association president Ron Lund and policy vice-president Bob Reaume were there to describe to the committee the part played by advertisers in Canadian media. They made the case that advertising that pays for programming, and that without advertising revenues Canada's present media system could not exist. They maintained that advertisers believe all broadcasting and print outlets should permit commercial advertising. They argued that restricting ads on CBC Television would reduce competition and drive up the cost of television advertising. They also said that the convenience to advertisers of booking campaigns with large companies operating many media outlets are offset by the potential for abuses such as tied selling.