Promoting the Electrical Distributor Industry — 1974

CEDA 1974



March 11, 2021

The lack of a strong public image had been an ongoing concern for the association, and at the January Board meeting the problem was again addressed. They discussed at length the need for promoting the electrical distribution industry to both electrical manufacturers and consumers alike, deciding that a long-range program should be launched to create a more visible public image for electrical distributors. The committee recommended to the Board that CEDA allocate $25,000 per year for three years to “institute a national program of promotion to enhance the image of the electrical distributor in Canada.”

Photo:  CEDA Board of Directors, 1974

The General Manager was directed to contact three public relations firms and obtain proposals on how to institute a public relations program.

By May 1974 the Board had received the proposals and had selected the firm Public Industrial Relations (P.I.R.). P.I.R. Vice President Frank Magee outlined to the Board what objectives his company would seek to pursue:

1. Improve the image and the reputation of the electrical distributor.

2. Present the qualifications of the distributors to customers: non-member electrical distributors to customers, non-member electrical distributors to manufacturers and suppliers, educational institutes, and others.

3. Development of a speakers kit.

4. Development of an attractive brochure.

5. Publicity in newspapers and other publications.

6. Other presentations including audio-visual and display boards.

Mr. Magees’s proposals were reviewed and accepted by the Board and he was authorized to proceed with the public relations campaign.

Director Les Greenbaum reported to the Board that an electrical distributors personnel training program was being formed at Seneca College in Toronto, funded by both the federal and provincial governments. He suggested that CEDA allocate $15,000 in loans and bursaries to attract students to the course — if the course started.

CEDA Current continued to be popular among its readers, but a financial loss to the association. On February 22, Director H. Vezina reported to the Board that the editor, Mr. D. Swinton, wished to terminate his association with the magazine. Mr. Swinton stated that the magazine’s demands were proving detrimental to his health.

Termination was arranged with Mr. Swinton limiting CEDA’s financial commitment to D. Swinton and Associates to an amount not to exceed $5,000.

At the same Board meeting a proposal from Kerrwil Publications to take over the magazine was considered and accepted with this provision: “There would be no financial responsibility or obligation on the part of CEDA for Kerrwil Publications or for CEDA Current as long as it was involved with Kerrwil Publications.”

Source: CEDA: Fifty Years of Service – An Historical Review of the Canadian Electrical Distributors Association, 1934 to 1984, Kerrwil Publications. Please feel free to reach out to us any time if you have great photos, historical anecdotes or perspectives. We would love to hear from you; 


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