Even radio is hot this fall in ad plans

Overall demand for radio is up in Canada due partly to the high cost and unavailability of television time. Most of the advertisers that are buying radio time are banks, insurance companies and department stores, such as Eaton's and The Bay. In major Canadian markets such as Calgary and Edmonton, advertisers have to book radio several weeks in advance. The demand is expected to continue right through the fall season of 1998. Meanwhile, outdoor advertising is also buoyant specifically in Alberta, Shapka, Calgary and Edmonton where the medium is sold out. Magazines are also looking up for the fall season.