Vintage Toronto Ads: Barrie B.C. (Before CBC)
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Vintage Toronto Ads: Barrie B.C. (Before CBC)

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Source: The Toronto Star, October 3, 1988.

On yesterday’s edition of Metro Morning, host Andy Barrie announced his retirement from waking up Torontonians for fifteen years. Since arriving in Toronto from Montreal in the late 1970s, his style has drawn praise from listeners of public and private stations for his ability to put a human face on issues and complaints about being in love with the sound of his own voice. Barrie’s tenure at CBC marks the second half of his Toronto radio career—today’s ads look back at his bearded years on-air at private broadcasters.
Barrie was first heard over Toronto’s airwaves in 1977, when he joined CFRB. Within a year he had his own one-hour evening show, making him one of the youngest hosts on the respectable-yet-greying station. In a 1980 interview with the Star following his coverage of the assassination of John Lennon, Barrie indicated that he didn’t feel “that [he was] a younger token at the station, but in some ways it’s a little lonely and strange. On the other hand, though, it’s quite exciting.”


But perhaps there were some discomforts being the “new guy,” as he departed CFRB to become the morning man (and one of the oldest on-air personalities) at CJCL in early 1981. Barrie was part of a station revamp by 1430 AM owners Telemedia, who had just purchased the former CKFH from station founder Foster Hewitt. Barrie faced a challenge at the former country music station, as its previous morning show had drawn barely more than a thousand daily listeners. “When you’ve got no listeners,” Barrie told the Star, “you’re in the same situation as the Japanese when they first tried to crack the North American car market.” He felt the station could start from scratch and focus its efforts on Toronto, as opposed to CFRB’s concentration on Southern Ontario (“Toronto, after all, is where it’s happening now”). CJCL’s mix of news, talk, and adult contemporary music didn’t set the ratings on fire and Barrie wasn’t replaced when he departed the station in 1983.

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Source: The Toronto Star, October 12, 1979.

By 1986, Barrie was back at CFRB hosting a late-morning call-in show that took advantage of emerging communications technology. Each morning, the station notified fifteen Ryerson students what the day’s discussion topic would be, then set them loose on the streets of Toronto with “cordless cellular phones similar to walkie-talkies” to solicit responses that were mixed in with regular calls to the studio. Barrie felt this approach allowed people who normally didn’t listen to CFRB to take part in the discussion.
Barrie was in the early phases of renegotiating his contract with CFRB in 1995 when CBC offered up Metro Morning. He saw this as an opportunity to solidify his ties to Canada. “My wife just said to me yesterday that joining the CBC is a nice thing to do with my citizenship,” he joked to the Globe and Mail. “I think when you’re an immigrant to this country working at the CBC feels like a second arrival. I think the CBC is an astonishing organization and I’m glad to be part of it.” It was also a fresh opportunity: Barrie compared the possibility of staying at CFRB, where many of its personalities had long runs, to being “like the prom queen never being asked out because everyone thinks she has a date.” Newspaper reports indicated that many CFRB staffers were upset at the departures of Barrie, Jane Hawtin (who went to 640 AM), and Brian Linehan (who left when management wanted to go with a harder-edged approach to entertainment reporting). Station president Gary Slaight was philosophical about the departures, noting Barrie and Hawtin received offers they couldn’t refuse. Reading between the lines of an interview with the Star, one suspects that Slaight wasn’t unhappy that two personalities perceived to have leftish biases were gone as CFRB remade itself into a younger, further-right voice than it had been.
Barrie’s first year at Metro Morning was a rocky adjustment for some listeners, as CBC phone lines received complaints that the new host had too musical a voice, pontificated too much, and was generally too exuberant. Barrie took in listener reactions (he was said to be the first host to drop in on focus group sessions), settled in, and led the show’s climb toward the top of the morning ratings.
Additional material from the July 25, 1995, and June 29, 1996, editions of the Globe and Mail, and the December 12, 1980, May 16, 1981, August 31, 1986, July 25, 1995, and July 29, 1995, editions of the Toronto Star.

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