iPANISH·LANGUAGE MARKET--· ;4

Only stationwith the right.combination~

for reachingthe , ~ ·

Spanishmarket in New York

1.AUDIENCE SHARE (60% Average-Pulse and Hooper)

2. PROGRAMMING (custom tailored for the New York Spanishlistener)

3. COMMUNITY SERVICE (extending from the heart of New YorkI to every corner of Puerto Rico)

14. MERCHANDISING & PROMOTION (meaningful coverageat consumer,retail, and wholesalelevels)

,, :~ New York's Leading Spanish Station

CALIFORNIA ~pu11is/1The Spanish KEY Market Group of California is comprised of 6 excellent Spanish-pro­grammed radio stations. The SKMG affiliates cover California's most important Spanish­speaking markets, which include some of the major U. S. Mexican-American areas. Cali­fornia has the largest Latin population of any state in the U. S.!

,.

KOFY San

• Tron1

Lenweede • 81ntow

The estimated Spanish-speakingpopulation of the State of Cali­+ornie (with Tijuana) is 2,072,-639* as of 10/1/64.

The Spanish KEY Market Groupof California reaches 92.47%of this total, and affords thebroadest and most effectiveselling coverage of the state'smost important Latin markets!

.Blythe•~

·~·-....··~ I, s... D<íGó I 1""6iAL (

i.-.l

THE SPANISH KEY MARKET GROUP OF CALIFORNIA

SpanishStation Market Power Freq. PopulationKALI, Los Angeles 5,000 watts 1430 kc 891,486KOFY, San Francisco/Oakland 1,000 watts 1050 kc 444,996KGEE, Bakersfield 1,000 watts 1230 kc 40,850KOXR, Oxnard/Ventura 1,000 watts 910 kc 89,144KXEX, Fresno 500 watts 1550 kc 163,419XEXX, San Diego/Tijuana 2,000 watts 1420 kc 286,742

•sources: U.S. Census1960-"Latin American Population of L.A."­Far West Surveys 6/62; "The Mexican-American Market in theU.S."-Belden Associates 1962; "Latin American Population ofS.F."-Far West Surveys 6/62; "The Latin American Radio Audi­ence of L.A." 1/64; Spanish Hoopera+lnqs Study 1/64.

Represented by L-ñ-l TOTAL 1,916,637RJVTele-Radio & TV Sales, Inc.

733 Third Ave., New York, N.Y. YU 6-9717505 No. Ervay, Dallas, Tex. RI 8-2172100 California s-, San Francisco, Calif. YU 2-9933

30 SPONSOR

NO OTHER PUBLICATION IS.

October19, 1964 31

WADO New York's important all-day Spanish station, programming to a loyal and

responsive audience of over 1,300,000 Spanish speaking listeners ... Offering advertisers an

influential and vital approach to a burgeoning one-billion dollar market. WADO, Overwhelmingly

The Dynamic Voice Of The Spanish-Speaking Community!

MEANS MORE ...

PENETRATING IMPACT

BRAND AWARENESS

CREATIVE MARKETING

MERCHANDISING

~II II~SUPPORT

11,

SPONSOR I MAGE

COMMUNITY SERVICE

AUDIENCE LOYALTY ¡

SALES!

Use WADO's Unique

Media-Marketing Con-

cept To Reach And

Increase Your Share of

New York's Spanish-

Speaking Market.

32 SPONSOR

WADO MEANS

MORE TO IMPORTANT

CLIENTS OF THESE

ADVERTISING AGENCIES SponsorOCTOBER 19. 1964

A special report on the U.S. Spanish-language market

35 Air media: doorway to the U.S. Spanish-speakingmarket

36 Fact and fallacy about the Spanish-language U. S.market

36 A market measured in billions

37 Marketing highlights of Spanish-language home productuse

38 The Spanish-language 'brand switching phenomenon'

39 Where is the Spanish-speaking market?

40 Spanish-speaking families are larger families

40 Spanish persists as household language in United States

40 Radio and tv set ownership is high in Spanish-languagehomes

41 Spanish-language air media open door to burgeoningmarket

43 Does Spanish-language radio really sell?

44 Spanish-language air media help newcomers to Ameri­canize ... while maintaining ethnic ties with Spanishheritage

46 Want Spanish-language availabilities? Here are the topreps in this field46 Top 10 agencies in Spanish-language field

46 Top 10 clients in Spanish-language field

49 What Spanish-language broadcasters think of MadisonAvenue

50 Will Spanish persist as language in 'Anglo' U. S.?

52 Contests and premiums

53 Directory of major Spanish-language stations in theUnited States59 Directory of major radio-tv stations in Mexico with U. S.

audiences

60 Directory of major radio-tv stations in Puerto Rico

October19, 1964 33

How will you merchandise if?I .

After you've established the market, after your designers have made the product fool­proof, after your packaging personnel have okayed a package that does everythingbut bark, after your advertising agency has developed a consumer campaign that's thegreatest thing since nylon-how will you keep your dealers, retailers and all the otherfactors in your distribution channels steamed up?

Use the specialized business press. To help open new retail accounts. To tell retailers'salesmen how to sell. To step up distribution. To tell about your consumer advertisingcampaign. To build a fire under buyers.

No medium can compare in reach, in efficiency, in audience selection, in cost. There'san appropriate merchandising or industrial publication exactly suited to every manufac­turing or distribution problem. Tell us your problems and we'll name the publications thatcan help you solve them.

The specialized business press is industry's reporter, manage·ment's instructor, the sales manager's divining rod, the marketer'smarket data source. Read by the man who wants to get aheadand the man determined to stay ahead, the business press teachesthe newcomer, trains the analyst, retreads the old-timer. It serves,pinpoints, identifies. It is not all things to all men. It is specific,seeking out specialized markets. It isolates, clarifies, inspires,It reaches-effície ntl y.

1913 Eye Street, N.W., Washington, D.C. 20006. Representing the 280 member magazines of National BusinessPublications, Inc., whose membership qualifications include independent audits by the Audit Bureau of Circu­lations, the Business Publications Audit of Circulation, Inc., or the Canadian Circulations Audit Board Inc.

34 SPONSOR

~ --- -- -~~~- ~-- - --· Sponsor

OCTOBER 19, 1964

Air media: doorway to the

U.S. Spanish-speaking market

YOU CAN'T SAY THAT MAJOR

advertisers today have neverheard of the Spanish-speak­ing market in major U.S.

cities and in key sales areas. Youalso can't say that the market isclearly defined, widely understoodand correctly approached in the ad­vertising plans of major U.S. cor­porations.

Growing awareness of the mar­ket, which many estimate at morethan six million people with a totalpurchasing power of some $1O bil­lion, has triggered growing use ofSpanish-directed media, particularlyradio. The number of familiarbrand names you'll hear today onSpanish-language stations gainssteadily - Breeze, Camel, Coca­Cola, Fab, Silver Dust, Pan-Amer­ican Airways, Budweiser, Bufferin,Carolina Rice, Richfield Oil, Win­ston, to name a few.

But the problem of understand­ing, appreciating and evaluating theSpanish-language market, and itsair media, remains. Some major ad­vertisers and agencies admit the

October19, 1964

existence of the Spanish-languagemarket, for instance, while main­taining that English-language media- general-market radio and tv in­cluded - will do the basic job be­oause of the bilingual quality ofmuch of the Hispanic-derived U.S.market.

This is the crux of the Spanish­language-market problem.

A comment by Warren Shuman,veteran rep in the Spanish air mediafield and manager of Tele-Radio

& Tv Sales, to SPONSORtwo seasonsago still applies: "The point is notthe degree to which the Spanish­language market speaks or under­stands English, but rather how thisgroup can best be sold goods."

The Spanish-language marketcan make an important differencein an advertiser's profit-and-lossfigures, particularly in the areas offoods, beverages, household prod­ucts, automotive supplies, soaps andcleansers, tobacco products and ap­pliances.

SPONSOR'sown survey of broad­casters in the Spanish-languagefield produced one result whichshould make many advertisers won­der, indeed, if their advertising­marketing plans are really com­plete: a mere 1 percent of the res­pondents felt that major advertis­ing agencies were "well-informed"on the subject of Spanish air media.

It is in an effort to help closethis informational gap on the partof admen and marketers that SPON­SOR presents the extensive reporton the following pages. +

35

What amounts to a quiet Latin in­vasion of the United States ischanging many of the marketinghabits of U.S. broadcast advertisers:

• In Tampa, a pretty, naturalblonde in stretch slacks finishesher shopping at a local supermar­ket, thanks the boy who carries hergrocery packages in English, hopsinto a late-model convertible andturns to her mother, with whom shetalks in Basque-accented Spanish.

• In Laredo, a Mexican busi­nessman and his family, on a shop­ping tour from over-the-bridgeNuevo Laredo, buy an electric toast­er advertised on a border radio sta­tion, and pay for it in pesos.

Fact and

FALLACY: "The Spanish-speak­ing U.S. market really isn't bigenough to be worth an advertiser'stime and trouble."

FACT: Estimates vary concerningthe number of Spanish-speakingpeople in this country, rangingfrom about 4.5 million (a very con­servative figure, used by someagencies and based on the censuscheck of Spanish-surname citizensin 1960) to as much as six millionor more (an informed guess whichincludes many Mexicans in townsjust over the border, such as Juarezor Nuevo Laredo, who shop or workin the United States).

The market is concentrated in acrescent which swings from Floridato the mouth of the Rio Grandeacross Texas, New Mexico, Ariz-

How big is it? • How high its income?

fallacy

ona and up into California. Jn theNorth, the concentration is in Chi­cago and large northeast cities,notably New York. As many peoplespeak Spanish in New York asspeak it in Barcelona, even thoughthe accent is markedly different.

FALLACY: "Most of the Spanish­speaking U.S. market is composedof Johnny-come-lately immigrantsin a low economic and purchasingbracket."

FACT: It's true that there's beenheavy migration from Puerto Ricoto the New York area since WorldWar II, although half of the lucra­tive island tourist trade these daysis from Puerto Ricans going backhome for visits. It's also true thatthe official migration rate from

about th e

Mexico to the United States isabout 55,000 annually. But the La­tin element in the United States is ,hardly new. Many Spanish-speak­ing families in the Southwest aredescendants of Spanish familieswhich have lived there since the1750s. In much of Texas, Ameri- 1

cans moved into what was an area 1

of Spanish heritage in the mid-19th ,century. with much the same hap­pening in southern Florida. PuertoRico was a Spanish colony from •the time of the conquistadores un­til it became U.S. soil.

On an economic level, Spanish­speaking males, 14 and over, havea median income in the UnitedStates of some $2800, and womenscore about $11OO. This isn't high,but at the same time families are •large and often everybody old

A market measured in billions

36

Advertisers and their agencies are being forced to recog­

nize the Spanish-speaking market in this country by the ,

strength of purchasing power and language difference

• In Los Angeles, a telecast onKMEX-TV of the annual Inde­pendence Day festivities in MexicoCity draws a large and devotedaudience even against the competi­tion of seven VHF channels tele­vising in English.

• In New York, the brewingcompany which made "Miss Rhein­gold" a national personality isquietly easing up on this theme; itdoesn't sit too well with NewYork's Puerto Ricans, who re­sent the well-scrubbed-American­girl look of most contestants andwho drink some 20 percent of allthe beer in the city.

Advertisers and agencymen who

are willing to take the time, trouble 1

and effort to study the U.S. Span­ish-speaking market - a marketwhose disposable income has beenreckoned as high as eight billion ,dollars annually - can find manysuch examples of the growingstrength of the Spanish-speakingmarket.

Some. however, will contentthemselves with oft-repeated fal­lacies about the Spanish-languagemarket, which at least will keepthem in a state of marketing eu­phoria without making waves.

Which route will be followed isan increasingly important questionin American marketing.

SPONSOR

I • How dominant the language?• Is it brand conscious? • How do you reach it?

U.S.Spanish-language

enough to work is doing so. Thus,"household" income in New York,for example, is nearly $4500 on theaveragein Spanish-language homes,and is even higher in other Spanish­speaking areas. The Cuban refugeeinflux in Florida is a particularlyinteresting situation; thousands en­tered the country but few are oncivic relief rolls. As for generalhousehold purchases. Spanish­speaking homes match the average"Anglo" home on most householditems, exceed it on others (softdrinks, beer, rice, etc.), lag behindonly on special purchases (newautos, certain foods, luxury items).

In Southern California, more ofa "settled" Spanish-speaking areathan the New York City area, arising socio-economic tide is evi­dent. In a 1962 study prepared forKALI, Far West Surveys, aided bysuch sources as Bureau of the Cen­sus, California State Department of

I Public Health, etc., placed themedian income figure for the area'sLatin-descent families at $5762-about $1000 higher than the fam­ily-income median in New YorkCity's Spanish-language homes. Inthe same geographical area, a 1964checkup by Belden Associates foundthat 23 percent of Spanish-languageradio householdshad family incomesof $4000 to $5000 and 21 percentwere in the $5000 to $7000 cate­gory. Not everyone in such familieshas a job, inc'dentally; more than

I nine out of 1O males (householdheads) are employed, but only athird of the women - with the bal-ance largely available to advertisersat home via Spanish-language day­time radio.

FALLACY: "The official languageof the United States is English. AsSpanish-speaking immigrants learnEnglish, the market disappears andcan be reached by the usual English-

October 19, 1964

market

MARKETING HIGHLIGHTS OFSPANISH-LANGUAGE HOME PRODUCTS USE

With over a million Spanish-speaking residents, New York Cityis the largest concentration of Latin-descent population withinthe borders of the United States. (California and Texas havemore people, but they are distributed over a larger geographi­cal area.) Although the Spanish spoken in New York-largelywith a Puerto Rican accent-is not the same as the Spanish ofLosAngeles or Brownsville or Tampa, much of the product usagereported below in a 1964 study by Pulsefor WHOM is considered"typical" of Spanish-language U.S. homes by marketing ex­perts. Highlights of the study:

• Spanish-language families spend nearly $6,000,000.00a week for food in New York. Most of the shopping is doneon Friday and Saturday; 51 percent prefer to shop at su­permarkets, 30 percent at independents and 19 percentat both. Median weekly expenditure for groceries: $28.20.• Virtually all homes, 99 percent, serve white bread withtwo-thirds preferring wrapped brands and one-third buyingin local bakeries.• Rice, o Spanish staple, was found in nearly all homes.Spanish, American brands are about equally preferred.• Morcaroni, spaghetti and tomato sauce, usually associ­ated with Italian rather than Spanish tastes, are served bymore than 95 percent of the families, as are solad andolive oils.• The use of coffee is at a high level of 93 percent withSpanish blends predominating. Instant coffee is used byless than 28 percent. Teo is also a popular beverage in 89percent of the homes surveyed.• Both hot and cold breakfast cereals show a high levelof use, over 89 percent. Packaged crackers and cookiesare 87 percent and 73 percent respectively.• In the fields of drugs and cosmetics, headache and in­digestion remedies are used in more than 95 percent ofhomes, personal deodorants in 93 percent, hair shampoosand tonics in more than 80 percent and liniments in 69percent. While razor blades are used by 95 percent, electricrazors were found in only 7 percent of homes.• Cold beverages are popular with Spanish-speakinghouseholds. Soft drinks were found in 98 percent whilebeer and ale are consumed in 77 percent. More than 48percent of families serve wine.• More than 72 percent of the Spanish-language popula­tion smokes cigarettes but cigar smoking is represented inonly 14 percent of homes.• Conned fruits were found in 95 percent of homes while87 percent serve canned vegetables with Spanish labelswell represented. Canned fish products were found in 73percent and conned meats in 66 percent of homes.

37

language broadcast, print and othermedia."

FACT: Spanish culture, of whichthe Spanish language is an integralpart, is remarkably durable. Home­oriented, it resists change mightily,in the opinion of those familiarwith the Spanish-speaking U.S.market. Spanish is a sort of Esper­anto of the Western Hemisphere; inCalifornia, for instance, 98 percentof schools teach it. Since it is lessof a "foreign language" than, say,Danish, and since it is not partic­ularly a factor for social discrimi­nation, there's no innate push onthe part of Spanish-speaking fam­ilies to get rid of it, and it is passedfrom generation to generation.

Certainly, many who originallyspoke only Spanish become bi­lingual. But it is regarded as asocial or business skill, like learning

to play a piano or operate a tur­ret lathe. Furthermore, Spanish­speaking Americans often "cluster"in communities and on the job.This further preserves the language.

English-language media do reachthe Spanish market, and English­language radio and tv do have someimpact. But advertising media aregenerally part of the framework of"leisure time," and when the pres­sures are off in Spanish-languagehomes, Spanish is the householdlanguage. (A Pulse checkup in NewYork recently, where over a mil­lion people speak Spanish, showedthat only 7. 8 percent spoke onlyEnglish at home and three out offour consider that advertising inSpanish has more meaning to them.)Many agencies feel, because ofstrong saturation of radio and tvsets in Spanish-language U.S.homes. that genert.l-ma.ket broad­cast commercials get through. Theyoften don't - even in familieswhere English is fluent.

FALLACY: "There's no real prob­lem in reaching the Spanish-lan­guage market. Spanish is Spanish.You just translate your copy andcommercial into Spanish and placeit in the right markets."

The Spanish-language 'brand switching phenomenon'

Among Spanish-language migrantsto the U.S., a curious phenomenontakes place. There is a genuine,recognizable drive to "Americanize"themselves, in terms of products,goods and services. Brands whichmay have been popular in house­holds in Puerto Rico, Mexico,Cuba, Dominican Republic, etc.are shoved aside in favor of U.S.brands, with much of the switchingguided by Spanish-language air me­dia.

A good case in point is IndiaBeer, an extremely popular brandin Puerto Rico, where it has 47 per­cent of the beer market and rivalSchaefer has a mere 1 percent.When a Puerto Rican makes thejet hop (some three hours) to NewYork, the situation reverses over­night. Although India Beer is dis­tributed in New York City, and iscurrently promoting a 25th anni­versary heavily, it has only 1 per-

38

cent of the New York Puerto Ricanbeer market, while Schaefer has 38percent.

Ccrveceria India, Inc., has takenthe hint, now pursues Puerto Ricanfamilies in New York via spot radiocampaigns and print media. OtherSpanish-type brands, such as CafeBustello (bought not long ago byNestle), hold their high market po­sitions only with heavy Spanishmedia use.

•.( e ..•.. -If '• 1 •iNDiA• •LA CERVEZA DE PUERTO RICO- '?.) ••·¡ (1

FACT: It's true that the basicwritten language has little variancein Spanish-speaking arcas. A resi·dent of San Juan or Mexico Cit)has no great trouble in making him·self understood while visiting Ma­drid, just as New Yorkers can some­how communicate to their cousinsin London. But there are definiteregional accents and local peculiar­ities in the language which can aid.or hamper, a radio-tv campaign inSpanish.

A Puerto Rican adman, PremierMaldonado, a vice-president ofGotham-Vladimir, points out "amarked difference between theSpanish spoken in Puerto Rico andthe Spanish in other Latin Ameri­can countries and Spain." For onething, a lot of English ("windshieldwiper," cte.) has crept into thePuerto Rican vocabulary, and manygeneric items (such as auto tires)have a different name in PuertoRican Spanish.

In Texas, and along the borderinto California, the influence isMexican Spanish. It is a self-per­petuating influence, too, since some250,000 tourists a year come to theUnited States from Mexico, not tomention visits by Mexican-Ameri­cans to what many consider theirreal homeland. (A veteran stationrep in the Spanish field puts it thisway: "When a Mexican-Americanin Texas speaks of the capital ofthe United States, he says 'Wash­ington.' When he speaks of 'thecapital,' he means Mexico City.")

In Florida cities such as Miamiand Tampa, the big influence todayis Cuba, thanks to the great influxof refugees from the Castro regime.However, this is an overlay uponthe basic cultural structure of Spain,as handed down by descendants oforiginal settlers from Cuba in theearly 1800s and the Basque coun­try of Spain.

In short, you can't just have acommercial translated by someoneknowledgeable in the language. Inaddition to missing out on the par­ticular sales approach of stronglocal personalities, you may runafoul of local vagaries or accents inSpanish. A few large stations, suchas San Antonio's KCOR and NewYork outlets WHOM, WADO andWBNX, and such specialized com­mercial production houses as NewYork's The Latin Sound (along

SPONSOR

WHERE IS THE U.S. SPANISH-SPEAKING MARKET?

Chart below is based on U.S. Census for 1960 (which pinpointedfamilies with Spanish surnames), plus projections which are the con­sensus of agencymen, media reps and others close to the Spanish­speaking market. Total for all market areas in chart is 8,880,000and is considered "reasonable" estimate. Areas and cities with con­centration of Spanish-speaking residents are listed in descending orderof numerical importance. Puerto Rico, although often treated as an"export market" in advertising plans, is included in these U.S. figures.

with some of the leading stationreps, who farm out such workthrough their own contacts) dohandle such custom commercialsfor their local markets, or even formulti-market use where local situa­tions are known by experts not tobe a problem.

make sense. But it is a peculiarcharacteristic of recent migrants tothe United States from the Latinworld that many of their brand orproduct habits arc dropped in favorof an "Americanization" whichdoes not necessarily extend to theEnglish language.

A 1962 study by W. R. Simmonsand Associates for El Diario-LaPrensa, for example, shows thatamong Puerto Ricans in New York,the favorite headache remedy isBufferin, with a Sterling productcalled Corta! getting 11 percent ofthe market. In Puerto Rico itself,Corta! has a whopping 43 percentof the market. Similarly, Heinz

FALLACY: "Spanish - speakingconsumers bring their brand pre­ferences with them from 'the oldcountry,' and it isn't worth the ef­fort to try to get them to change."

FA.CT: In the face of a continuanceof Spanish cultural and familytraditions, this one would seem to

MARKET SPANISH-SPEAKING PRINCIPAL ETHNICAREA POPULATION DERIVATIONS

MARKETAREA

SPANISH-SPEAKING PRINCIPAL ETHNICPOPULATION DERIVATIONS

Puerto Rico 2,650,000* Mostly island-born. Manyfamilies descended from or­iginal Spanish settlers, butthere has been considerableintermarriage with Indians,Negroes, etc.

California 2,l 00,000* * Some direct descent fromearly Spanish colonials, butprimary ethnic strain is Mex­ican-Spanish. There is steadymigration to this area fromMexico.

Texas 2,000,000** Similar to California. Span­ish-speaking Texans are lo­cated primarily along U.S.­Mexican border, in largeborder markets (El Paso-Juar­ez, etc.)

New York City 1,100,000 Primarily Puerto Rican mi­grants (about 70 percent)and Cubans (about 20 per­cent). Most live in centralcity in "communities" (86percent), a few in nearbysuburbs.

Florida 375,000 Nearly half of Florida's Span­ish-speaking population isCuban descent, largely refu­gee. About two-thirds of to­tal is in either Miami or Tam­pa.

Arizona andNew Mexico

Colorado

Chicago

Philadelphia

Washington

Baby Foods has 32 percent of themarket in Puerto Rico, but amongPuerto Ricans in New York, Heinzhas only two percent. Beer brandsarc also switched. India beer, alocal product, is the big name (47percent of market) in Puerto Rico;Schaefer has a mere l percent. Botharc available in New York City,but the positions are virtually re­versed among Puerto Ricans inNew York.

What makes for changes such asthese, or those found in the South­west or in Florida?

To a mild extent, it's productavailability; many everyday Mexi­can products (or even those with

310,000** Similar to California andTexas. Primary ethnic strainis Mexican-Spanish. Phoenix,Albuquerque are largestpopulation centers for Span­ish-speaking.

145,000 Although not a border state,Colorado has large Mexican­descent population in Pueb­lo and Denver. Ethnic strainis similar to that of NewMexico.

85,000 About half of area's Span­ish-speaking residents are ofPuerto Rican descent. Areais growing as a migrationcenter for both Puerto Ricansand Mexicans.

70,000 Another "growth area" forSpanish-speaking settlement;two-thirds is of Puerto Ricandescent, many move in fromcrowded New York Cityareas.

45,000 Smallest U.S. Spanish-langu­age major market, but themost "cosmopolitan" sincefigure includes the sizable(over 30,000) Latin diplo­matic colony.

*Estimated for 1964-65 by Commonwealth of Puerto Rico Economic Development Administration.**Includes citizens of Mexico in border markets (Nuevo Laredo, Juarez, Tijuana, Nogales, etc.) who have regular accessto U.S. retail shops within

United States.

October 19, 1964 39

names like Colgate which arc madein Mexico) become import luxuries,and you can hardly find a goodHavana cigar these days. Morepractically, it's a case of strongpromotion and advertising effortby advertisers who have taken thetrouble to approach the U.S. Span­ish-speaking market effectively,particularly through air media. +

Spanish-speaking familiesare larger familiesTraditionally, families of Latin­Amerioan origin are larger families.Many factors - tradition, religion,economic level, education, etc.­arc involved. However, such homes,from the advertiser's viewpoint, areexcellent markets for baby foods,convenience foods, clothing, deter­gents, soft drinks and a host ofother products. An independentsurvey in the Southern CaliforniaSpanish-speaking market in 1962produced these responses from"Anglo" (i.e., non-Spanish-descent)homes and from homes basically ofLatin American lineage to querieson household size.

Number in Anglo Latinhousehold homes homes

One 9.5% 2.8%Two 25.5% 11.5%Three 19.7% 16.4%Four 20.9% 19.4%Five 13.8% 19.7%Six 6.4% 13.2%Seven 2.4% 11.3%Eight or more 1.8% 6.0%

Note: While less than 2.5 percentof Anglo families have seven peo­ple under one household roof,more than 11 percent of Spanish­speaking families are in this cate­gory, and 6 percent have eight ormore in the household. Often,everyone from teenagers up in aSpanish-language household is awage earner.

40

SPANISH PERSISTS ASHOUSEHOLD LANGUAGE IN U.S.

In U.S. markets along the Mexican-U.S. border, an immigrant oreven a native-born U.S. citizen can live most of his life withoutreally having to learn English at all. In California, the bilingualhome is common in the Spanish market (a 1962 study by FarWest Surveys in Los Angeles Spanish-speaking homes showedthat 90 percent of respondents used Spanish at home, even thoughfrom 60 percent to 80 percent could speak English, often withgreat fluency). In New York City, a study by W. R. Simmonsand Associates for "El Diario-La Prensa" in 1962 showed this highusage of Spanish, even though the city is by no means part ofSpain's colonial heritage:

LANGUAGE USUALLY SPOKEN AT HOME

Spanish usually spokenEnglish usually spokenBoth languages spoken

96.0%2.3%1.7%

RADIO AND TV SET OWNERSHIPHIGH IN SPANISH-LANGUAGE

ISHOMES

There are no national figures available as to the penetration ofradio and tv in Spanish-language households, and where suchfigures exist they are on a market-by-market basis. Here aresome key markets and latest available radio-tv figures:

SOUTHERN CALIFORNIA: A Belden Associates study in Janu­ary, 1964, for KALI showed that radio ownership and tvownership averaged the same for the Los Angeles area-91 percent-in Spanish-language households. The same re­search firm found that 30 percent of the homes had two ormore radios. In the same home group, 68 percent offamilies owned cars, and 82 percent of the cars had work­ing radios. Studies by ARB and Facts Consolidated bothshow that KMEX-TV, a Spanish-language UHF independent,has achieved a basic audience of over 175,000 Spanish­speaking homes in the Los Angeles area through conver­sions or new-set purchases.

NEW YORK CITY: A 1962 survey by W. R. Simmons & As­sociates showed a radio penetration of 97.2 percent inSpanish-language New York homes which read the city'sdaily Spanish-language newspaper, and a tv ownership of90.2 percent. A somewhat broader study by Pulse in thesame market, made at about the same time, showed a radioownership figure of 97.4 percent (similar to Simmons study),and a lower tv-owning figure of 61 percent.

COMMONWEALTH OF PUERTO RICO: Most advertising agen­cies on the island agree that radio ownership in PuertoRican homes is at a saturation level of well over 90 percent.Tv ownership lags behind, partially because it is a big-cityphenomenon and partially for economic reasons, and isgenerally considered to be about 66 percent.

FLORIDA: In Miami and Tampa, both of which are growingas Spanish-speaking markets thanks to Cuban and PuertoRican migration, radio ownership is virtually universal, withPulse reporting that Spanish-speaking households have "anaverage of two radios per home, and 21 percent have threesets or more." No recent figures are available as to tv setownership, but it's estimated to be less than 70 percent, afigure important for marketing knowledge but not competi­tive with radio.

SPONSOR

Veteran Spanish-language broadcaster Ro·berto Adame of KGEE Bakersfield looks over

a group of national and regional productssold regularly to Spanish-speaking listeners on

the station. They range from beer andvitamins to dairy products and packaged bread.

Spanish-language

air media

open door to burgeoning market

• In any large U.S. market today,it's no trick to find a general-appealradio or tv station on which 70percent or more of the spot billingsare from national or major region­al advertisers. Such stations are theexception, rather than the rule, inSpanish-language air media:

The Latin market within theUnited States and in Puerto Ricois in the midst of a growth boom.It is clearly multiplying at a ratefaster than the popuLtion growthin "Anglo" homes. It is growing indisposable income per family, andin over-all spending power.

It is, however, unlike the U.S.Negro market in some importantways, and its air media are unlikeNegro-appeal stations for the samereasons. Whereas U.S. Negroesalmost universally speak English

:and tune to Negro-appeal stations.because they offer news of the Ne­gro community, Negro artists, in­terviews with Negro leaders, etc.,Spanish-language homes dial Span­ish-voiced air media primarily be­cause of the language and second­arily for news and entertainmentgeared to the Latin market.

)I October 19, 1964

In U.S. markets where the Spanish lan­

guage is an important form of basic

communication, stations serving this

ethnic segment find growing audiences

What makes a Spanish-speakinghome different from a Negro home,in many cases, is a considerablepride in a Latin cultural heritageand a desire to preserve it. Thus,Spanish-language stations play arole similar to Negro-appeal sta­tions in that they are programingfor a minority audience - a "min­ority," incidentally, which is some­times larger than the number ofEnglish-speaking homes in an area.But they differ from Negro-appealstations in that there is less of thefeeling of racial stress, reported orimplied. and more of a feeling ofethnic pride in program content.

Advertisers, meanwhile, have notgiven the Spanish-speaking airmedia the kind of attention whichhas recently been given Negro-ap­peal air media.

Broadcasters within the fieldhave been quick to give reasons:"There's no 'race riot' activity inthe Spanish-language market thatcompares to that in the Negro mar­ket, and there hasn't been the kindof 'let's-do-something-for-the-Ne­groes' feelings aroused in outsiders,"says a New York broadcaster

whose station programs for thecity's large (over 700,000 PuertoRican colony. "The Negro marketis right under an advertiser's eyesin most large U.S. cities, but theSpanish-speaking market is lightyears away from Madison Avenue,particularly down here," says themanager of a Spanish-voiced radiostation in a large Texas market.

The real reason why nationaladvertisers seldom make up morethan 30 percent of the billing ona "typical" Spanish-language U.S.station, other than those in PuertoRico where almost all stations areSpanish-voiced, is two-fold:

I. Advertisers are largely un...aware of the importance of theSpanish-language market today,since it is not normally measuredand reported in the usual marketingand research studies.

2. Even where advertisers areaware of the Spanish-speaking mar­ket, and air media associated withthe market, there is often a feelingon the part of admen that enoughof the Spanish-speaking U.S. pop­ulation is reached through "gen­eral" air media and print to make

41

the extra effort more trouble thanifs worth.

Thus. many advertisers pass upa good bet in the Spanish-languagemarket through a combination oflack of knowledge and lack of ini­tiative. One station rep in theSpanish-language air media field,Richard O'Connell, puts it this way:'The trouble is, many agcncymenjust simply close their minds to theU.S. Spanish-speaking market.When you try to tell them that 25to 30 percent of the border econ­omy comes from Mexicans whoshop in the United States, theythink you're crazy."

Spanish-language air mediaabound in advertiser bargains.since virtually every station in thefield would like to have more na­tional spot business. and the sell­ing is highly competitive.

WSOL Tampa airs a Monday­through-Saturday series called LaHora Latina, which is actually notan "hour" at all but more like aSpanish version of Monitor. A num­ber of five-minute features - news,English lessons, sports highlights,etc.-are carried. This is what theadvertiser's dollar buys:

"Advertisers purchasing any ofthe [program's] features receive: a15-second opening message an-

nouncing the name, address andproduct or service of the sponsorof the feature; a full 60-secondcommercial (no charge is made fortranslation from English) in themiddle of the feature advertisingthe product or service of the spon­sor; a 30-sccond announcement atthe closing of the feature also men­tioning the advertiser's name, ad­dress and product or service of­fered. In addition, the sponsor re­ceives free of charge, two promo­tional spots every day inviting theaudience to tune in that particularfeature, sponsored by the adver­tiser."

Such deals are not uncommonin the Spanish-language broadcastfield. Rates for spot radio or tvslots arc generally quite modest,and the kind of money which buysonly a few IDs in large tv marketsmakes a loud splash in Spanish­voiced air media.

Is the pursuit of Spanish-speak­ing consumers through specializedair media worthwhile?

Part of the answer can be foundin marketing facts, which are ex­plored elsewhere in this specialSPONSORreport. Part, also, can beseen in the following quote takenfrom a memo on the CaliforniaSpanish-speaking market preparedfor internal use at McCann-Erick­son. (In California, Spanish-speak­ing households are somewhat moreapt to be bilingual. There is steadymigration from Mexico and otherLatin arcas, but the area is not adirect settlement area for hugegroups of Spanish-speaking-onlyLatin newcomers - as are NewYork and Miami - and does nothave the same degree of border

shopping as does the Texas-Mexi­can boundary.) Said the memo:

"You can probably reach be­tween 60 and 80 percent of theSpanish-speaking p o p u Ia t i o nthrough general radio, tv, newspap­ers and magazines. The figures, ofcourse, do not show if you can ef­fectively sell them. Since we arc hazyas to how many of these people donot actually understand English, letus approach the matter in this way-can you sell the majority of Span­ish (speaking) people via Spanishmedia better than through Englishmedia?

"The obvious answer is yes.Ethnic groups, no matter what their 'background, feel that if an adver- 'tiser thinks enough of their busi- 'ness to come after it through theirown media, then they will be morereceptive to the message."

To approach the Spanish-lan­guage market via Spanish-voicedair media for a nationally adver­tised product involves station repsto a larger degree than virtuallyany other form of broadcast ad­vertising. The leading reps in thefield are specialists who arc usedto dealing both with agencies whichthink along more traditional medialines and with stations far removedfrom computerized buying.

On one major point of Spanish­language air media use nearly everyexecutive in the field is agreed:what works in one area may back­fire in another because of varia­tions in the local Spanish spokenand because of the programingformulas which stations have foundwill work in their particular areas.

Stations like WHOM, WBNXand WADO in New York, for in-

Even general-market stations are programing for the Spanish-speakingradio audience. Capitalizing on baseball interest this year amonggrowing Spanish-language segment in Philadelphia is WTEL, whichbroadcasts sports show from local firm featuring Phillies stars as hosts.

42

'-...J \Hundreds of Spanish-speaking women turned out in San Antonio for aspecial show by KCOR, as shown above. The show was aired on radio.

SPONSOR

Istance, do not bother to carrysportscastsof bullfights; it just isn'tpart of the culture of PuertoRicans, who make up most of thecity's Spanish-speaking element.Taped bullfights from Mexico City,however, are popular on ( utletssuch as KMEX-TV Los Angelesand KWEX-TV San Antonio, and

1onother tv outlets which buy pro-

grams from Mexico's Telesistema.! A Spanish-language station like1 KWKW Los Angeles or KCAL1 Redlands, for example, will featuremany Mexican musical artists viarecords, and will have extensive

Icoverage of Mexican political de­l velopments and national holidays.At the same time, the Mexican in-

1fluence is felt much more lightly onstations like Miami's WF AB or

lwMIE, which give heavy attentionto developments reported in Cas-

1tro's Cuba or to news of a hurri­lcane bearing down on Puerto Rico.

From the advertiser's viewpoint,this means that he must usually(not always) depend primarily on;1ocal-level air personalities to voicehis sales message, using whatever!"local style" has proved popular

1withlisteners. He is by no means

getting a second-best commercialtreatment; it's practically impos­sible, admen familiar with the field'agree, to develop a uniform, na-'tíonal Spanish-language air mediacampaign for a major product.:However, many supportive ele­ments of the campaign - mer­:chandising pieces, premium offers,

1displayunits keyed to radio or to

tv announcements, etc. - can be'developed for multi-market use.

That the Spanish-language radioand tv stations in the United States,in Puerto Rico and across theMexican border serving U.S. mar­kets are finding ready acceptanceand a genuine "hunger" for theirprograming isn't always easy tolprove to an advertiser or agency.

One good case in point, however,.was provided SPONSORin its surveyof Spanish-language air media byKW AC Bakersfield, Calif., whosemanager, Ed Hopple, reported:

"The interesting 'story' KW AChas to tell is the fact that it wentSpanish on Nov. 1, 1963. In theJanuary general Pulse (to which thestation did not subscribe), KW ACcame out number two-with moreadults listening in the morning driv-

1 October 19, 1964

ing times than any other Bakers­field station. The interesting thingto note is the 9 percent increase inthe sets-in-use in the morning seg­ment.

"Analysis shows that the Span­ish-language clement (18 percentof the general population) startedto listen to radio in the morning.The afternoon (basically English­language at that time) showed littleor no increase in sets-in-use."

Often geared strongly to premi­um offers, redemption offers, con­tests, endlesssyndicated soap operasin which domestic crises are a way oflife. parades and other festivities,sports and specialized communityprojects, Spanish-languageradio andtv sometimes strikes big-city ageney­man or client as being a bit naive.

In a way it is, and broadcastersdo not deny this fact. But, it isproviding a brand of service andentertainment which mirrors listen­ers and viewers-and gets results.

This, typically, was a "case his­tory" result story to be found inSpanish-language air media, report­ed to SPONSORby KIFN Phoenixand concerning a nationally adver­tiscd pharmaceutical product:

"Commenced use of KIFN as itssole advertising expenditure (toSpanish-language market) in cen­tral Arizona area in February.1962. Used modest budget forflights on a seasonal basis.

"In February, 1963, the recordsshowed a 33.4 percent increase insales. Monthly budget was leftsame, but flights were discontinuedin favor of year-round schedulewhich actually increased advertis­ing expenditure by nearly 40 per­cent.

"A 1964 recap showed that salesagain had increased another 31 per­cent over previous period. Budgethas been increased by «L third."

Sueh results speak for them­selves. +

Does Spanish-language radio really sell?

National advertisers use a widevariety of advertising media, andthus it is difficult-if not impossi­ble - to pin down a cause-and­effect relationship between a par­ticular medium and product sales.

In the Spanish-language radiofield, the "pull" of the medium hasoften been directly demonstrated inthe sackloads of returns in contestsand self-liquidating premium pro­motions. Some admen, however,write these off as "freaks," or at­tribute it simply to a supposed Latinfondness for obtaining something­for-nothing when buying a product.

Two clear-cut marketing exam­ples, unearthed in studies in 1954and 1960 for Los Angeles' KALIby Belden Associates MarketingResearch, however, give a strikingpicture of the changes in marketrankings caused by the use of Span­ish-language radio:

• INSTANT COFFEE: In Span­ish-speaking Los Angeles homesin 1954, Nescafe was the leaderwith 34 percent of the market. Max­well House was close behind with33 percent. Borden's Instant had 14percent and Chase & Sanborn had6 percent. Folger's had a mere 3percent. During the intervening sixyears, Folger's launched a major,

continuing campaign in Spanish­language radio. In 1960, anotherBelden survey showed Folger's with20 percent of the instant coffeemarket in Spanish-language LosAngeles households, highest for anybrand. Nescafe, with little directapproach to the Spanish-speakingmarket, had fallen from its top spotto a 10 percent level, and MaxwellHouse to 15 percent.

• ALL-PURPOSE SHORTEN­ING: In wide use in Mexican­American cookery, shortening is animportant market item in Spanish­language communities. In 1954, aBelden checkup in Los Angelesshowed that Crisco had 47 percentof the shortening market, Luer's(local brand) had 11 percent, Spryhad 8 percent and Rex (regionalbrand) had a mere 4 percent. Inthe intervening years between 1954and 1960, Crisco received little orno direct promotion to the Spanish-1anguage market, although it hadheavy spending in general media.Rex, however, was the subject of acontinuing campaign in Spanish­language radio. In 1960, Rex hadjumped to the leadership positionwith 31 percent of the market inSpanish-speaking households, trailedby Crisco with only 19 percent.

43

Spanish-language air media help newcomers to "Americani

Public service show aimed at some 500,000Spanish-speaking residents of Northern Calif·ornia is weekly 15-minute series featuringbilingual SSgt Angelina Laguna as a d. j. re·cruiter for WACs. Spanish-voiced KOFY re·ceived commendation from Army brass forwork done by Charles Lynn (I), Frank Crennan.

-

- o - •••

Former Cuban radie-tv star, bilingual MariaGutierrez conducts Spanish-language home·making show on Miami's WMIE. Her specialtyis helping Cuban refugee housewives to un·derstand American-style weights and mea·sures, recipe directions, meat cuts, etc., sincemany had depended on household servants.

44

It's "Se habla Espanol" with this Santa. He'sWilliam Valentin Rico, without his whiskers,news director of Spanish-language independ­ent WHOM New York. He has made this anannual stint at Christmas party sponsored bystation for Puerto Rican youngsters familiarwith mainland customs who speak Spanish.

In-store merchandising aids Spanish-languagecommercials to make their final sales impact,and is widely practiced among large·mar·ket outlets aimed at Spanish-speaking new­comers. In Miami·area store, Carlos Borges(I), WFAB account exec, looks over Budweiserpromotion with Guillermo Nunez, owner.

Mainland fondness for beauty contests hascounterpart in New York Spanish-language'market, where WADO this fall held windup of·"Miss Latin America" contest sponsored by , 111

Schlitz. Over 1100 people attended special 1 11'1

coronation ball. Winner, Inez Delgado, is in 11

center, pictured with two runner-up finalists. · ;i

)\4 I

Beer is a heavy consumption item in Spanish· · ~onlanguage homes, and major beer brands in ' ~oSpanish-speaking areas compete strongly for 1 :lin1new customers. P. Ballantine & Sons (with ' ~1í1

R. J. Reynolds) sponsors Spanish broadcasts 1 I 1nof Yankees on WHOM features sportcasters ' 11,Jose Ramon Diaz (I) seen with Yogi Berra. lion1

SPONSOR !Orto!

Parades in Spanish-speak­ing areas of Los Angelesare covered for Spanish­language tv homes byKMEX-TV, ethnic-slantedtv UHF independent.

jwhile maintaining ethnic ties with Spanish heritage

International stars of Latin-American worldget a big play in Spanish-language U. S.

!broadcasts, and help form a "bridge" betweenJUnited States and ethnic homelands. Here,¡noted dancer Jose Greco (c) is interviewed

1for"La Hora Latino" on Tampa's WSOL. Pro-

1grams even go to local cigar factories.

,--,.--. - - . - ·- •. _}i,,).l

Strong premium offer on KVOZ Laredo was of­fer of "Virgen de Guada'lupe" plaque in ex·,change for Pet milk labels. Listeners, largely ofMexican descent, mailed in over 80,000 labels.

d~ 11n another Pet milk promotion on same sta-: ~ 11ion,70,000 labels came in for nylon mantilla.·~ Sponsor runs two or three premiums annually.

i'

1i1

ly

1111October 19, 1964

KOXR Oxnard, Ca'lif.,staged promotion with atraditional Mexican "mar·iachi" street band atMorning View Homes, ahousing project in Span­ish-speaking area whichsold several houses viaradio commercials aimedat emerging Mexican·American middle class.

On another WBNX front,station pitched in to helpraise funds for annual"Puerto Rican Day" pa·rade by staging "Mara·thon" which raised sever­al thousands. Puerto Ri­cans in New York ma.n­tain close ties with is­land commonwealth, likeheavy diet of news ofhomeland, baseball re·suits, election reports,storm warnings and soforth in their radio fare.

When town of Alazan inMexico was struck bysmallpox, Fresno's Span­~h~anguage KXEX o~ganized re'lief missionamong station's Mexican·American listeners, dis­patched an airlift of sup­plies and clothing acrossborder to aid refugees.Newsman Victor Gaciaof KXEX covered storyfor radio listeners, anx­ious to hear word oftheir Mexican relatives.

Los Angeles County Fairthis year pulled big at­tendance (over one mil­lion), with a key attrac­tion being section calledMexican Village, featur­ing folk art, music, food.Spanish • I a n g u a g eKWKW, which coveredRepublican Convention inSpanish, set up booth inMexican Village, pluggedsuch sponsors as LuckyLager, Folger's Coffee.

45

Want Spanish-language availabilities?Here are the top reps in this fieldII Although there arc plans foreverything from program inter­change to a Spanish-language radionews service in the works, therearc at present no true "networks"of Spanish-language radio or tv sta­tions in the United States or even onthe Mexican side of the border.

The simplified buying in a net­work pattern, however, is availableto a large extent through stationrepresentatives who specialize inthe Spanish-language field. Becauseof the nature of the business, thesereps perform not only as time sell­ers but as program consultants andcommercial advisers to agenciesand stations.

Following is an alphabetical listof station representatives in theSpanish-language broadcast field.

• The Latin Network: Neweststation rep in the field. TLN isactually an international group ofradio stations (three in UnitedStates, all of which are UBC out­lets, plus eight over Mexican bor-

TOP 1O AGENCIES INSPANISH-LANGUAGE

FIELDThese are the 1O agencies mostfrequently mentioned in connec­tion with accounts advertising in aSPONSOR survey.

1. Glenn Advertising, Inc.2. Batton, Barton, Durstine &

Osborn, Inc.3. Gardner Advertising Co.4. William Esty Co.5. J. Walter Thompson Co.6. Erwin Wasey, Ruthrauff &

Ryan, Inc.7. Tracy-Locke Co.8. Post-Keyes-Gardner, Inc.9. Dancer-Fitzgerald-Sample, Inc.

1O. Wade Advertising, Inc.

dcr). Pricing is modest, and a min­ute spot can be had on each stationfor total package price of $50. Salesare handled through United Broad­casting Co., whose owner, RichardEaton, has been pioneer in ethnicbroadcasting. Sales offices or con­tract representative deals can befound in New York, Chicago, At­lanta, Washington and Mexico City.

• National Time Sales: Handlessales for National Spanish Lan­guage Network in single-invoicepurchase, with translation and pro­duction services available. Radiostations are in a trio of Mexicanborder cities and a dozen U.S. mar­kets, including California, Miamiand San Antonio. Firm has officesin New York and Chicago, withauthorized reps in Atlanta, Los An­geles and San Francisco. NSLN hasfeatured offer of 1O percent dis­count for full group buy.

• Richard O'Co1111ell:Functionsas a consultant firm and as salesrep for The Sombrero Group, three

Spanish-language stations in Texasplus two Mexican stations and aTucson outlet. All arc radio sta­tions. Office maintained in NewYork City, and in association withPearson National Representatives.

• Spanish lnternational NetworkSales: Handles time and programsales to U.S. advertisers for seventv outlets with full-time Spanish­language programing. Two (bothUHF stations) are in U.S. markets:KMEX-TV in Los Angeles andKWEX-TV in San Antonio. Thereis a family tie between this group .and Mexico's highly successfulTele­sistema Mexicano, with a numberof Telesistema's programs (soapoperas, bullfights, etc.) carried onthe U.S. stations. Remaining five 1

SIN stations are in key Mexicanborder markets. Firm maintainsoffices in New York, Los Angeles..

• Tele-Radio & Tv Sales Inc.:Primarily handles the Spanish KeyMarket Group of stations in Cali- 1

fornía, Florida, Texas and other 1

Spanish-speaking areas. Also repre­sents production and agency serv­ices in New York and Miami. Alloutlets are radio stations, althoughthe firm is contemplating tv activi­ty. Makes color films available onmarkets in which firm has repre­sented stations. Special regionalsales office for Spanish-languageradio, handling nearly two dozenstations in Southwest, has beenopened by firm in Dallas, with JackRiley as manager. +

Glenn

TOP 1O CLIENTS IN SPANISH-LANGUAGE FIELDThese advertisers air commercials most frequently on Spanishbroadcasts, according to a SPONSOR survey. List is in order offrequency of mention.

Advertiser Product Agency

Masa Harinatortilla flour

Ford car~ trucksFalstaff beer

Burgermeister beerJax beerLone Star beerPet evaporated milkCarnation evaporat-

ed milkTheo. Hamm Brewing Co. Ham m's beerR.J. Reynolds Tobacco Co. Winston, Salem and

Camel cigarets

Quaker Oats Co.

Ford Motor Co.Falstaff Brewing Co.

Jos. Schlitz Brewing Co.Jackson Brewing Co.Lone Star Brewing Co.Pet Milk Co.Carnation Co.

JWTWadeD-F-SPost-Keyes-GardnerDCSSGlennGardnerEWR&R

46 SPONSOR

I I '\

Campbell-MithunWilliam Esty I. '·

NISH SPEAKING INMAJOR MARKETS

COVE RADEOF THE LATIN NETWORK

SELL THE SPANISH MARKETOF NORTH AMERICA WITHTHE ONE NETWORK WHICHCOVERS THE MAJOR SPAN­ISH SPEAKING AREAS.THE LATIN NETWORKFOR THE FIRST TIME, HEREIS YOUR OPPORTUNITY TOSELL THE OVERALL SPAN­ISH MARKETWITH ONE BUYAND ONE CONTRACT AT AVERY LOW COST.CALL YOUR NEAREST UBCSALES OFFICE FOR MOREDETAILS.

SI USTED NO COMPRENDE LO ANTERIOR,POR FAVOR VUELVA LA PAGINA PARA UNATRADUCCION AL ESPANOL.

RATES

PLAN 1 - 10 AFFILIATES $30.00PLAN 2 -11 AFFILIATES 35.00

PLAN 3 - all 12 AFFILIATES 50.001.e.only pion 3 includes the N.Y.C.AFFILIATE

CHAINBREAKS - 75% of earned rate

LIST OF LATIN NETWORK MARKETS

XEC~XE

XESXE

call your neareste-

New York 100177 Eas143rd StT@I 212 682 1833 1834

CHICAGO10·410 N. MICHIGAN AVET@I312 467 1632

ARIZONA;Yuma (San Luis)

CALIFORNIACalexico

SAN DIEGO, CALIF.Tijuana

EL PASO, TEXASCiudad Juarez, Chih.

MEXICO CITY, MEX.Mexico City, D.F.

EAGLE PASS, TEX.(Piedras Negras)

Mc ALLEN, TEX.Reynosa

BROWNSVILLE, TEX.(Matamoros)

LAREDO, TEX.(Nuevo Laredo)

WASHINGTON. o.e.

MIAMI, FLA.

NEW YORK, NEW YORK

WASHINGTON, D.C.SHOREHAM HOTELSUITE - 101Ahi 202co54734

SELLING THE SPANISH SPEAKING MARKET OF NORTH AMERICA

'WBNXewfAN-FM

,'

41XEWG

XEMJ- ..~-==--r _J-~. \

·eXE\YL/· ,~--XERl'

-XEAM\.

XESM- )

·~"~

• The Madison A venue admanwho feels he knows the Spanish­language U.S. market, and that hisagency is regarded as a source ofmedia wisdom on this population

l segment, is in for a surprise.I A SPONSORsurvey of Spanish­language radio-tv broadcasters inthis country, in Puerto Rico and onthe Mexican side of the Texasborder, revealed these attitudestoward the average large agency inNew York, Chicago, Los Angelesand other advertising centers:

• Only one percent of the sta­tion executives felt that agencieswere "well-informed" on the Span­ish-language market, and even thissmall segment represented PuertoRican broadcasters who admittedlywere thinking about locally-oriented

1 branches of Lennen & Newell,Young & Rubie am and other Madi­son A venue shops in San Juan.

• Better than six out of I OSpanish-directed broadcasters feel

1 that most large agencies arc "poor­ly informed" about broadcast me­dia aimed at a Spanish-speakingaudience. This image of agency ig­norance would probably rank at thetop of any such media-derived sur­vey; agencies are generally consid­ered knowledgeable by media onmost other broadcast matters, evenspecialties like Negro radio-tv.

• A bit better than one out ofI O surveyed broadcastcrs-12 per­cent - feel that large agencies areat least "adequately" informed on

Ithe subject of Spanish-languagebroadcasting. Twice as many asthat - 24 percent - ducked thequestion with "no answer,'' eitherbecause they felt they didn't knowthe information level among agen­cies, or because it was more politicnot to comment.

Is this simply a "sour grapes"

October 19, 1964

What Spanish-language

broadcasters think

of Madison Avenue

Many large ad agencies and clients have a

low-grade image among broadcasters in the

Spanish-language field-and not just because

many agencies ignore this media opportunity

attitude on the part of broadcastersin the Spanish-language field, whoseldom draw more than 30 or 40percent of their spot revenue fromnationally-advertised U.S. productseven in large markets, and whodraw even less in the smaller mar­kets?

Possibly, but not likely.Many of the broadcasters re­

sponding to the SPONSORsurvey ofSpanish-language air media ampli­fied their critique of Madison Ave­nue with comments concerning the"why" of the agency informationgap in the Spanish-language airmedia, or attempted to explain whyagencies often avoid the use ofSpanish-voiced broadcast advertis­mg.

Basically, they broke down intothese main divisions:

I. Bottlenecks caused by generalfailure of agencies and advertisersto recognize the Spanish-speakingmarket in the United States as a"market-within-a-market."

This was the biggest single prob­lem in the eyes of Spanish-languagebroadcasters, whose comments va­ried but generally stuck close tothis theme. Samples of commentfrom station executives on whatthey felt was the key drawbacktoward wider use of Spanish-lan­guage radio-tv:

"An unwillingness to recognizethat the Spanish-speaking marketcan't be reached effectively via non­Spanish mass-market approach,"says Charles Baltin, vice presidentand sales manager of New York'sWHOM.

"Insufficient knowledge of Span­ish market's population, buyingpower and habits. Potential buyingpower is not known by agencies,''adds Paul R. Schneider, generalmanager of KOXR Oxnard, Calif.

Similarly, Ron Strother, generalmanager of another California sta­tion, Brawley-El Centro's KROP,cites the agencies' "lack of infor­mation concerning both numberand potential of this segment."

"Lack of first-hand knowledge ofthe market, lack of knowledge ofpeople and area,'' said Charles Mc­Kasson, general manager of KIRTMission, Tex.-a station which isamong several Spanish-languageoutlets serving the Rio Grandearea.

These comments were typical.2. Failure on the part of agencies

and advertisers to realize that theSpanish language-which is part ofa heritage in most cases, ratherthan a "discrimination factor" -sets the Spanish-speaking marketapart.

This is a hard fact for agenciesto grasp - that many Spanish­speaking immigrants to the UnitedStates (from Puerto Rico, Mexico,Cuba, etc.) do not learn Englishfor the same reason that some U.S.Negroes use skin-bleaching creams;English is learned as an additionalskill, with Spanish maintained as alanguage for home and social use.

As owner-manager Walter H.Herbart, Jr. of KBEN CarrizoSprings, Tex., summarizes this par­ticular agency bottleneck:

"They fail to realize that adver­tising should appeal to the indi­vidual in the language he is usedto speaking in everyday living . . .and buying. In our area, the pre­dominance of population is Span­ish-speaking - 98 percent of thehomes have nothing but Spanishspoken at home. How would anEnglish-language commercial ap­peal to one who does not under­stand the language?

True, more and more people

49

speak and learn English as theyears go by. But, tradition diesslow. And in our Southwest, Span­ish is as close to its people as itwas in the days of Mexican andSpanish rule."

Adds R.C. Curry, owner ofKHER Santa Maria, Calif.:

"[The Spanish-speaking market]is not as cohesive a market as, say,the Negro market, and the bilingualcapability of most of the Spanishaudience makes them a shadowworld. California probably leads

the nation in recognizing the Span­ish market as an entity."

The often-self-imposed languagedifference is true of large urbanarcas as much as it is true of theagricultural arcas of California andTexas. Quentin C. Sturm, generalmanager of Philadelphia's WTEL,terms a principal blindness to Span­ish-language media that agencies <lonot appear to want to bridge, as:"Their unawareness of the magni­tude of this market and the captive­ncss of this audience because of thelanguage barrier."

3. A lack of research effort byagencies and advertisers to measurethe Spanish-language market interms of medía, or tite faulty useof research.

Frequently, when surveys arcconducted in the Spanish-languagemarket for broadcasters program­ing in Spanish, the results arc sostrongly in favor of Spanish-lan­guage air media that they arc high-

Unlike local general tv, Spanish­language relies lightly - 3.5percent - on syndication (thismostly for soap opera drama),while 96.5 percent was done bythe station's staff. Of 95 repliesto a SPONSOR survey, 66 sta­tions said they did 100 percentof Spanish programing usingtheir station's staff.

BULK OF SPOT BUSINESS ON SPANISH­LANGUAGE STATIONS IS FROM LOCAL/

REGIONAL ACCOUNTS

Local/regional account for 84 percent of spot revenue income for sta­tions with Spanish-language programing, according to a recent sur­vey by SPONSOR. Income from national (United States) accountsamounted to 16 percent. Stations were also asked which nationaland which local/regional agency they considered most active in theSpanish field. Here are the results in order of frequency of mention:

NATIONAL (U.S.) AGENCIES LOCAL/REGIONAL AGENCIES

1. Glenn Advertising, Inc. 1. Clenn Advertising, Inc.

2. Post-Keyes-Gardner, Inc. 2. Tracy-Locke Co.

3. Campbell-Mithun 3. Spanish Advertising & Mar-

4. Gardner Advertising keting Services

5. Sullivan, Stauffer, Colwell & 4. Batten, Barton, Durstine &

Bayles Osborne

5. Jennings & Thompson

SPANISH-LANGUAGE PROGRAMING IS LOCAL

Of total Spanish programing,the following percentages aredevoted to these areas:

MusicNewsReligionDramaSportsOther

77%11o/o4°/o2°/o2%4°/o

50

ly suspect. ("lf a survey is made ·1ro:for an agency, it's research. But if t.the same survey is made by the .1\111

same outfit for me, agencies will , 11

say it's promotional," griped a New ..:York City broadcaster to SPON- ·SOR.)

There is a more sophisticatedlevel of the problem, which stemsin part from the failure on the part

1;~

of agencies to apply research cor- )I

rectly to draw the true significanceof the Spanish-speaking market, or :'\\I

(as some Spanish-language broad- ·~:casters complain) the failure on .11.

the part of some research com- ;panics to include the proper repre­sentation of Spanish-speaking in­terviewers in field staffs or Spanish-language homes in samples. Ji

Herc's what broadcasters in scv- .n

eral key markets say of agencies ;,,.in this respect: ~

"No research expenditures, par- \Elticularly in Miami," says vice presi- 1.dent ancl general manager Arthur 1 '[

Will Spanish ·I ~eThe unofficial language of muchU .S. territory is Spanish, but mar- ~,¡

ketcrs often wonder if the language .\J!1

will survive in Spanish-speaking I &¡areas since the official language of : I•·the United States is English.

In SPONSOR'sspecial survey ofSpanish-language broadcasters, thequestion was put directly to station · ¡ 11e

executives and others in the field. >·1

Generally,the answer was "yes."That Puerto Rico, virtually a

Latin American country despite itsU.S. commonwealth status, willcontinue to be basically a Spanish­speaking area is a marketing fact.That New York City and Florida,migration targets for Puerto Ricansand Cubans, among other Latin 1 I lkAmerican sources, will continue toreceive a steady transfusion of peo- 1 I ~ple who speak Spanish as a primary(sometimes, only) language is fairlycertain for a long time to come.

The only relatively "settled" U.S.area with a large concentration ofSpanish-speaking residents is theMexican-U.S. border, stretchingfrom the coast of Southern Califor­nia to the mouth of the RioGrande. But even this area, despitepressures of Anglicization, is likelyto hold to its Spanish cultural heri­tage for many, many years.

\1

al

:~!

'Jli

SPONSOR I 0111

· I Gordeon of WF AB, a UBC station."Lack of knowledge and time to

acquire facts on Spanish-languagemarkets outside of New York, par­ticularly in the West," adds JohnGregory, manager of KPER SanJose, Calif.

''I visited agencies in New Yorkthis summer," re e a 11s managerChuck Schwartzkopf of KULP ElCampo and Wharton, Tex., "andfound that all had read last year's

ispecial SPONSORissue on the Span­ish-language market, but that itreally had not affected any of theiractions. Y et they agreed that therewas a market that could be moregreatly investigated and used."

A little research is not neces­sarily better than no research at all,a n u m b e r of Spanish-languagebroadoasters feel. Al Kinsall, vicepresident and general manager ofKEPS Eagle Pass, Tex., sums uphis view of this agency problemthusly:

"Misunderstanding of the Span­ish-language market. Inadequatefield trips with client into markets.Reliance on surveys, which arc vir­tually impossible in a bilingual mar­ket."

In much the same vein, John K.Redfield, general manager of KlFNPhoenix, sees the principal agencybottleneck in Spanish-languagebroadcasting as "the buying of timeby 'survey-result' when the surveydocs not use bilingual interviewersand therefore docs not reflect Span­ish language radio as the effectivemedium it is." Adds broadcasterRedfield, whose station is repre­sented by National Spanish Lan­guage Network:

"An equal bottleneck is the falsepre-conception of the S p a n i s h­speaking market as being econom­ically inferior. After 15 years ofoperation in this market we findthat we have more listeners thanever before, and are getting better

results for our clients than everbefore. Jn addition, more 'Anglos'arc interested in speaking Spanishthan ever before."

Other broadcasters cited otherreasons why agencies, in their opin­ion, shy away from Spanish-lan­guage air media. These ranged fromconfusions over whether a U.S. ac­count should be handled by thedomestic or export agency in theSpanish-language field to a feelingthat not a few agcncymcn see theSpanish-speaking market as an ex­tension of the gang rumbles in"West Side Story."

But in the main, the view ofMadison A venue that broadcastersclose to the scene of Spanish-lan­guage air media have is that of un­familiarity with a marketing fact oflife, and an unwillingness to alterit quickly.

Is this attitude likely to change?It will-when Madison Avenue's

attitudes change. +J _

persist as language in 1Anglo' United States?Here's what Larry Mazursky,

assistant general manager of LosAngeles-arca KWKW, a 5 kw in­dependent (1 kw at night), toldSPONSORin answer to the questionof the survival of Spanish as alanguage in his area:

"To me, this is the most askedquestion in our field of specializedbroadcasting: assimilating into thegeneral market or becoming so­called Anglicized. Positively not so,becauseof the general make-up andpersonality of the Latin.

"Take a typical Spanish-speak­ing resident in our market of LosAngeles, comprised of approxi­mately 90 percent residents ofMexican descent. He takes greatpride in his traditional and culturalbackground. I firmly believe thatthe most important single factorthat confirms this is the intensefeeling and love he ha" for Latinmusic, the key to his heart.

"Of course, the tvne of musicwill vary in areas. For example,here in the Southwest we very defi­nitely will program and direct ourmusic format in a Mexican flavorw i th mariachis, rancheros andMexican traditional music beingthe base and weaving and incorpo­rating other types of Latin music

October19, 1964

periodically. In the East, it wouldcarry a Caribbean influence to bestserve the Puerto Rican and Cubancommunities.

"I also believe that even thosepersons with a fair working knowl­edge of English will still think inSpanish basically. You must re­member that with this great pridein his background the Latin will,in the majority, depend on Spanishmedia for his e.itertainment andnews. The fantastic loyalty Spanishbroadcasting enjoys today is not byaccident. The respective stationshave taken great steps to programand to service his needs in everypossible way.

"That. too, is why you will hearthe Latin-American say 'I'm listen­ing to my station.'

"I can recall the stories told re­garding Spanish speaking broad­casting in many agencies where thefeeling was that Spanish would al­most disappear with the exceptionof some facilities carrying two orthree hour segments. We are nowapproaching 1965 and Spanish ra­dio is stronger than ever.''

Jn another California market, theS a n Bernadina-Riverside-Ontarioarea, station manager NormanKeats of KCAL sums it up thusly:

"Jn the 10 years we have pro­gramed in Spanish, this same ques­tion has come up from time totime. It is usually asked by a per­son who is obviously unaware ofthe Mexican-American way of life.I can best answer the question byquoting two large advertisers, whoserepresentatives several years agostated in part: 'Five years fromnow, Spanish radio will be a thingof the past because everyone willhave learned to speak English bythen!' The fact is that, in the pastfive years, interest has grown byleaps and bounds, as have stationbillings and client sales. In addi­tion, in California the Spanish­speaking population, between 1950and 1960, increased at the almostunbelievable rate of twice the rateof the general population of thestate.

"Just ask any Mexican-Americanwhen he plans to stop speakingSpanish and the answer will un­questionably be: 'I hope I neverforget my language, my culture andmy background!' Every statisticavailable indioates that Spanish ra­dio, and the language and entertain­ment it represents, is not only hereto stay, but has a tremendous fu­ture."

51

~¡

Contests, premiums are popular in Spanish-language field

New Mexico's entry in "La Reina Burgermeis­ter" beauty contest, a Schlitz promotion, for1964 was dark-haired Marie Ingersoll, born inSpain and now resident of Albuquerque. She'sbeing congratulated by Ralph Manning, an of·ficial of Spanish-language radio KABQ.

52

Talent contest onWBNX New York fea·tu red amateurs incity's 'large Latin­American segment,under sponsorship ofWonder Bread. Pro·motion drew retailersand salesmen into actas well as consumers,pulled 113,000 votesin some 10 weeks, in­volved screening 500amateurs for show.

Mail arrived at KIFNPhoenix by the sack­load in recent premi­um promotion forQuaker's Masa Hari­na (a corn-flour prod­uct used in Mexican­type dishes popularin this border area).Station has been all­Spanish for 14 years,runs spot compaignsfor many big clients.

Premiums pull we'll on both sides of the bor·der in Spanish-language radio. Nuevo Laredostation XEGNK, just across from Texas, pulled45,000 labels in write-in promotion for Car·nation Milk. Station is technically in Mexico,but carries many clients in United States.

~

·.,." ·r·. ' •'..]t.-·\.~,

r. I ~. • ~

• .- 4<:.:;;r;;r:-":,J. -..- • .. (.- ~·· ..,,.•••••~... \.¡ ~

~-~ ~,..:_ • '~ ~ .<,.¡,_ :...()•• ~~ ~.J \.; •\"'....._

""....;,. \~ ..,.;.~......:.·r,·~. .--r."1o '<"~. ·-:-...:·-,' ., 'o{ -,J-:-.,,,_· ..;~ • . .,..,,, •..••. \ •••.e:,f'. -« \,. ' ..•••••. ~

...~.)L...... ~ - . """"'--~ ,~r----"111

Sales director of New York office of Carna- Ition Milk, William Beardman (I) congratulates 1

Mrs. Natalia Munet, first-prize winner inCarnation contest as executives of WHOMbeam approval. Promotion pulled more than37,000 labels for fairly modest prizes.

I''1' t I

I 1·:

More than 16,000 empty Pall Mall cigaretpacks were received by radio station KCORSan Antonio as witnessed here by W. A. Gold,merchandising representative for AmericanTobacco Co. Station offered a Pall Mall lighterto listeners in exchange for 10 empty packages.

SPONSOR

Directory of major Spanish Language

stations•

the United States1nI To compile this directory, Sron­son sent questionnaires to several

I~hundred radio and tv stations whichare listed in various sources as pro­gramers in the Spanish language.

This list is not intended as a di-rectory of all stations which programto Spanish-speaking listeners. It isa directory of stations which, ac­cording to available information,schedule at least 1O percent oftheir programing in the Spanishlanguage.

A dagger after a station's callletters indicates that its program-

ARIZONANOGALES

KNOG 1340 kc 250 w Cd) 250 w (n)Spanish Broadcast (30 hours per week) Percent

Music 100Manager Bill IngramRepresentative George T. Hopewell, Inc.XHFA-TV:J:

XHEF:J:, (See I ist of Mexico stations)

~ PHOENIX

11n1 ~ KIFN:J: 860 kc 1 kw*lal!

1

Spanis~ Broadcast (801/2 hours per weekl Percent• MUSIC 501 News 15

IOi Drama 121121ha Religion 10im Other 121/4

Manager John K. RedfieldNational Sales Manager John K. RedfieldLocal Sales Manager Luis EstradaRepresentatives National Time Sales; Harlan

G. Oakes; Don R. Pickens; David Carpenter

TUCSONKEVT:J: 690 kc 250 w*Spanish Broadcast (84112 hours per week) Percent

M~ ITTNews 10Drama 2Religion 1

Manager Peter TrowbridgeSales Manager Dan C. ParkRepresentatives National Time Sales; Spot

Time Sales; Harlan G. Oakes; David Car­penter; Don R. Pickens

KXEW:J: 1600 kcISpanish Broadcast (84 hours per weeklMusicNewsDramaSportsReligionOther

ManagerSales ManagerRepresentatives Sava IIi IGates;

1 kw*Percent

8071/221/2

172

Ernesto PortilloHenry Vil legas

Richard O'Connell

YUMAXECB:J:(See I ist of Mexico stations)

arei CALIFORNIA:01 BAKERSFIELDold KWAC 1490 kc 1 kw (d}icin Spanish Broadcast (98 hours perhi!i I Musicge1 News

250 w (n)weekl Percent

708

)01IOctober 19, 1964

I

ing is 100 percent Spanish. On page58 is a directory of stations whichreplied to the questionnaire, classi­fied by the percentage of Spanishbroadcast they carry.

An asterisk after a station's pow­er information indicates that it isa daytime-only station. Stations arelisted by the cities they serve, as in­dicated in the returned question­naire.

Programing and personnel infor­mation is given only for those sta­tions which returned SPONSOR'squestionnaire.

DramaSportsReligionOther

ManagerSales ManagerRepresentative

4468

Robert J. DuffyEd Hopple

Jack Masla & Co.

BRAWLEYKROP 1300 kc 1 kw (d)Spanish Broadcast (14 hours per

MusicNewsReligionOther

ManagerSales ManagerRepresentative Venard,

500 w (n)week) Percent

60155

25Ron Strother

Winn BeckTarbet & McConnell

CALEXICOKICO 1490 kc 250 w Cd)Spanish Broadcast (20 hours per

MusicNewsSportsReligionOther

ManagerSales ManagerRepresentative

XEJ* <Ciudad Juarez)

XEJ-TV:J: (Ciudad Juarez)

XELO (Ciudad Juarez)(See I ist of Mexico stations)

250 w (n)week) Percent

50555

35W. L. Gleeson

John ClarkSava 11 i IGates

COALINGAKBMX 1470 kc 500 w*Spanish Broadcast (131/4 hours per week) Percent

Music 70News 20Other 10

Manager Jack N. MillerSales Manager Lloyd WilsonRepresentative Grant Webb

l<GSTSpanish Broad :ast

MusicNewsDramaSportsReligionOther

ManagerRepresentatives

FRESNO1600 kc(87 hours per week)

1 kw*Percent

7911281/2511211125112

lf2Richard E. Ryan

National Time Sales;Harlan Oakes; Don R. Pickens

KRDU <Dinuba) 1130 kc 1 kw Cd) 1 kw (n)Spanish Broadcast n2112 hours per week) Percent

Music 91

NewsReligion

ManagerRepresentative

KXEX:J: 1550 kcSpanish Broadcast (84

MusicNewsDramaSportsReligionOther

ManagerSales ManagerRepresentative

36

Dave Hofer, Jr.None

1 kw (d) 1 kw (n)hours per week) Percent

69112105

lf2

510

John W. SanderHarold Torosian

Tele-Radio & TV Sales

KING CITYKRl<C 1490 kc 1 kw (d} 250 kw (n)Spanish Broadcast (16 hours per week) Percent

Music 95News 21/2Religion

ManagerRepresentative

21/2Robert T. McVay

Sandeberg Co.

LOS ANGELESKMEX-TV:J: Channel 34 (UHF)Spanish Broadcast (65 hours per week-100%)

Programing: local news, programs from Mexi­co (bullfights, soap operas, etc.l and fea­tures.

Manager Burt S. AvedonSales Manager Gene !domRepresentative Spanish International Network

KWKW CPasadena):J: 1300 kc 5 kw (d} 1 kw (n)Spanish Broadcast (1631/2 hours per week) Percent

Music 75News 13.7Drama 1.4Sports 7.1Religion 2Other .8

Manager Howard A. KalmensonSales Manager Andy JamesRepresentative Jack Masla & Co.

KALI <San Gabriel):J: 1430 kc 5 kw (d) 5 kw (n}Spanish Broadcast (130 hours per week) Percent

Music 60News 30~Orts 5Religion 5

Manager James E. CoyleSales Manager Sterling ZimmermanRepresentative Tele-Radio & TV Sales

l<VFM-FM (San Fernando) 94.3 me 1 kwSpanish Broadcast (25 hours per week)General Manager John StroudSales Manager Norm Allen

ONTARIOKASK (Cucamonga) 1510 kc 1 kw (d) 1 kw (n)Spanish Broadcast (14 hours per week) Percent

Music 100Manager R. H. ArmstrongRepresentative Harlan Oakes

KASK-FM 93.5 me 1 kw(Programing duplicates KASK-AMl

l<OXRSpanish Broadcast

MusicNewsDramaSports

ManagerSales ManagerRepresentatives

OXNARD910 kc 1 kw"

(80 hours per weekl Percent781552

Paul R. SchneiderHenry C. Palomino

Tele-Radio & TV Sales;J. A. Lucas

RIVERSIDEKREL (Corona) 1370 kc 1 kw (d) 500 w (n)Spanish Broadcast (12 hours per week) Percent

Mmic ~News 15Sports 10

53

ManagerSales ManagerRepresentative

Con RobinsonSherm Horn

None

SAN BERNARDINO/RIVERSIDEKCAL <Redlands) 1410 kc 5 w Cdl 500 w (nlSpanish Broadcast 861/2 hours per week) Percent

Music 78.5News 14.4Drama .6Sports 2 .9Religion 2.5Other 1.1

General Manager Andy JamesStation Manager Norm KeatsRepresentative National Time Sales

SAN DIEGOXEGM <Tijuana) :l:XEWT-TV <Tijuana) :l:XEXX (Tijuanal:l:(See list of Mexico stations)

SAN FRANCISCOKOFY (San Mateol:I: 1050 kcSpanish Broadcast (entire schedule)

MusicNewsSportsReligionOther

General ManagerRepresentative

1 kwºPercent

5020101010

F. T. CrennanTele-Radio Tv Sales

SAN JOSEKLOK 1170 kc 10 kw (dl 5 kw CnlSpanish Broadcast (663/4 hours per week) Percent

Music 821/4News 6Drama 5112Sports ll/2Religion 51;4O~er ~

Manager Richard E. RyanSales Manager Eugene HoganRepresentatives National Time Sales;

Don R. Pickens; Harlan Oakes

Tucson's Great New Soundin Spanish Language Radio

1000 WATTSServing Southern Arizona'sLargest Spanish Speaking

market.

National Rep. Savalli/Gates

54

KPER (Gilroy)Spanish Broadcast

MusicNewsDramaSportsReligion

ManagerSales ManagerRepresentatives

1290 kc 5 kwº(40 hours per weekl Percent

7810525

John GregoryBen Gutierrez

Broadcast Time Sales;J. A. Lucas Co.

SANTA MARIAl<SEE 14BO kc 1 kwSpanish Broadcast (12 hours per week)(Information not suppliedl

SANTA PAULAKSPA 1400 kc 250 wSpanish Broadcast (118 hours per week)(information not supplied)

STOCKTONKWG 1230 kc 1 kw Cdl 250 w CnlSpanish Broadcast (14 hours per weekl(Information not supplied)

COLORADO

KFSCSpanish Broadcast

Musi:NewsSportsOther

ManagerRepresentative

DENVER1220 kc 1 kwº

(821/4 hours per week) Percent89

3112161/2

Levi J. BeallNational Time Sales

PUEBLO/COLORADO SPRINGSKAP! CPueblol:l: 690 kc 250 w•Spanish Broadcast (81 hours per week) Percent

Music 68News 3Drama 2Sports 5Religion 15Other 5

Manager Rose MartinoSales Manager George SandovalRepresentative National Time Sales

WALSENBERGKFLJ 1380 kc 1 kwºSpanish Broadcast (101/2 hours per week)(Information not supplied)

DISTRICT OF COLUMBIAWFAN-FM:l:Spanish Broadcast

MusicNewsSportsOther

ManagerRepresentative

FLORIDA

100.3 me 16 kw( 119 hours per weekl Percent

7192

18John Panagos

UBC Sales

MIAMIWFAB:l: 990 kcSpanish Broadcast 068 hours

Music

5 kwper week) Per:ent

60

NewsSportsReligion

ManagerRepresentatives

i,::

3055

Arthur GordonUBC Sales;

Dora-Clayton; Savalli/GatesWMET:I: 1220 kc 250 w•Spanish Broadcast (84 hours per weekl Percent

Music 15News 66Drama 15Sports 2Religion 2

Manager Omnis BastosSales Manager Norman DiazRepresentative Tele-Radio & TV SalesWMIE 1140 kc 10 kw Cdl 5 kw CnlSpanish Broadcast ClOO hours per weekl Percent

Music 65News 10Other 25

Manager Jack NoblesSales Manager Larry LunkerRepresentative National Time Sales

TAMPAWSOL 1300 kcSpanish Broadcast (36 hours per week)

MusicNewsDramaSportsReligion

ManagerRepresentatives

5 kw'Percent

609

1817

Albert B. GaleNational Time Sales;

David CarpenterILLINOIS

CHICAGOWCRW 1240 kc 1 kw Cdl 250 w CnlSpanish Broadcast (23 hours per weekl Percent

Music 92News 2Sports 6

Manager Harold A. FowlerSales Manager Mrs. Josephine A. WhiteWOPA <Oak Park) 1490 kc 1 kw Cdl 250 w CnlSpanish Broadcast (161/2 hours per week) Percent

Music 75News 10Drama 10Religion 5

Manager Al MichelSales Manager Stan NoyesRepresentative Savalli/GatesWSBC 1240 kc 1 kw Cdl 250 w CnlSpanish Broadcast (18 hours per week)(information not re:eivedlWYCA-FM <Hammond, lnd.l 92.3 me 30 kw 1

Spanish Broadcast (241/2 hours per week)MusicReligion

ManagerSales ManagerRepresentative

Percent98

2Roy F. Tobin

Enrique Lopez SalgadoAlpha Associates

LOUISIANANEW ORLEANS

870 kc(30 hours per

50 kwweekl Percent

25

WWLSpanish Broadcast

Music

SPONSOR ~I

:,.

NewsOther (discussion)

ManagerSales ManagerRepresentative

4035

William A. DeanWalter F. BoucheThe Katz Agency

NEW JERSEYNEWARK

WHBl-FM 105.9 me 2.55 kwSpanish Broadcast (35 hours per week)(Information not supplied)

1 NEW MEXICOALBUQUERQUE

KABQ:J: 1350 kc 5 kw CdlSpanish Broadcast Cl15 hours per

MusicNewsSportsReligion

IOther

ManagerRepresentativesKLOS

500 w (nlweek) Percent

70555

15Joseph J. Fullerman

National Time Sales; Bob Hix Co.1450 kc 250 w(98112 hours per week) Percent

100Al Tafoya

Grant Webb & Co.

Spanish Broadcast

I MusicManagerRepresentative

BELENl<ARS 860 kc 250 w*Spanish Broadcast (20 hours per week) Percent

Music 85News 5Sports 5O~r 5

John TobolaO. B. Hunnicutt

Keystone

ManagerSales ManagerRepresentative

DEMING1230 kc(12 hours per week)

KOTSSpanish Broad.ast

MusicNewsSports

ManagerRepresentative

250 wPercent

9811

Robert W. TobeyNone

LAS CRUCES

Il<OBE 1450 kcSpanish Broadcast (18 hours per(Information not supplied)

¡ LAS VEGASl<FUN 1330 kc 250 w (dlSpanish Broadcast (18 hours per

I MusicNewsReligion

ManagerRepresentative

250 wweekl

250 w (n)week) Percent

8857

Stewart ChamberlainRichard O'Connell, Inc.

KRDD:J:Spanish Broad:ast

MusicNewsDramaSportsReligionOther

ManagerRepresentative

ROSWELL1320 kc

(84 hours per week)1 kw*Percent

8512

.8

.5

.8

.9E. L. Lincoln

Harlan G. Oakes & Assoc.

SANTA FEKTRC 1400 kc 250 wSpanish Broadcast (20 hours per week)(Information not supoIiedl

SANTA ROSAKSYX 1420 kc 1 kw*Spanish Broadcast (11 hours per week)(Information not suppliedl

SOCORROKSRC 1290 kc 1 kw*Spanish Broadcast Cl2 hours per week) Percent

Music 100Manager Walter Shrode

IRepresentative Keystone & Halmon

TAOSKKIT 1340 kc 1 kwSpanish Broadcast Cl8 hours

MusicNewsOther

Cd) 250 w (n)per week) Percent

85115

Octobe1 19, 1964

ManagerSales ManagerRepresentative

Don BostonNorberto Martinez

George T. Hopewell, In:.

l8

C. Carroll LarkinUBC Sales Inc.

ReligionOther

ManagerRepresentative

NEW YORKNEW YORK CITY WHOM 1480 kc 5 kw «n 5 kw (n)

WADO 1280 kc 5 kw Spanish Broadcast Cl18 hours per week) Percent

Spanish Broadcast (77 hours per week) Percent Music 60

Music 85 News 10

News 8 Drama 15

Drama 3 Sports 5

Sports 1 Religion & Other 10

Other 3 Manager Fortune PopeManager Sydney Kavaleer Sales Manager Charles Baltin

Representative None Representative None

WBNX 1380 kc 5 kw (d) 5 kw (nlSpanish Broadcast (120112 hours per week) Percent

Music 70News 20~Orts 1

PENNSYLVANIAPHILADELPHIA

WTEL 860 kcSpanish Broadcast (40 hours per

Music

250 w*weekl Percent

80

55

17%of the Phoenixradio pie is yours

when you buy Spanish

KIFNCOVERING PHOENIX ANDALL. OF CENTRAL ARIZONA. '..;_ . ~.•.•. -- ·~ - -:: " ... .

in TAMPA FLORIDA---------say itin Spanishto reachthe LATIN----PEOPLE

Something new under the Sun! WSOL-5hours of Spanish programming daily. Serv­ing 100,000 Spanish speaking people inthe prosperous Tampa-one of the o'destSpanish settlements in the U.S.A.

For Rates, Plans and Ava11s

• IN TAMPA: Albert 8. Gale, ph. 229-8024• IN NEW YORK: lee Gaynor, JU 6-5510

Member of Rust Craft Broadcasting Co.

New York & Chicago-Nafonal Tin1e SalesL.A. & San Francisco-Harlan G. Oakes & Assoc.

56

NewsSportsReligion

ManagerRepresentative

1055

Quentin C. SturmNational Time Sales

TEXASALICE/l<INGSVILLE

KPSO <Falfurrias) 1260 kc 500 w•Spanish Broadcast (21 hours per week) Percent

Music 83News 14Religion 112Other 2112

Manager Robert HicksSales Manager William Le GrandRepresentative None

AUSTIN1370 kc(12 hours per week)

KOKESpanish Broadcast

MusicReligion

ManagerSales ManagerRepresentativel<VET 1300 kcSpanish Broadcast (14

MusicNews

ManagerSales ManagerRepresentative

1 kw•Percent

9010

RogersWilson& Co.kw (n)Percent

955

Willard DeasonJames Dodd

Venard, Tarbet & Mcconnel I

RonRon

Jack Masla1 kw (d) 1

hours per week)

BEEVILLEKIBL 1490 kc 250 w (d) 250 w (n)Spanish Broadcast (45112hours per week) Percent

Music 79News 10Drama 5Sports 5Religion 1

Manager John D. RossiRepresentative None

BROWNFIELD/LUBBOCKKl<UB <Brownfield) 1300 kcSpanish Broadcast (30 hours per week)

MusicNewsDramaSportsReligionOther

ManagerSales ManagerRepresentative

1 kw*Percent

601514

128

Robert C. SewellDel Kirby

Wells F. Bruen

BROWNSVILLEKBOR 1600 kc 1 kw (d) 1Spanish Broadcast (20 hours per week)

MusicNews

ManagerRepresentativeXEMT (Matarnorasls

George

kw (n)Percent

8515

Minor J. WilsonT. Hopewell Inc.

XEAM (Matamoras):{:(See I isl of Mexico stations)

CARRIZO SPRINGS1450 kc 250 w*(361/2 hours per week) Percent

84.791.33

Walter H. Herbert, Jr.E. K. Beaver & Assoc.;

Continental Radio Sales

KBENSpanish Broadcast

MusicNewsReligionOther

ManagerRepresentatives

CORPUS CHRISTII<CCT:J: llSO kcSpanish Broadcast (91 hours perGeneral ManagerRepresentativeKINE (Kingsville)Spanish Broadcast (20

MusicNews

ManagerSales ManagerKROB <Robstown) 1510 kcSpanish Broadcast (15 hours per

MusicNewsSportsReligion

Manager

1 kw*week)

Gabe LozanoNational Time Sales

1330 kc 1 kw*hours per week) Percent

955

Andy CookJim Bixler

500 w•week) Percent

90532

Mel Ammerman

Sales Manager Hugh HerringtonRepresentative Keystonel(UNO:J: 1400 kc 250 w (d) 250 w (n)Spanish Broadcast (133 hours per week) Percent

Music 70News 10Drama 3Sports 3Religion 2Other 3

Manager Art ThomasSales Manager Gene De La PenaRepresentatives Venard, Torbett & McConnell;

Richard O'Connell

l<EPSSpanish Broadcast

MusicNewsSportsReligionOther

ManagerRepresentativeXEMJ (Piedras Negras):{:XEMU (Piedras Negras):¡:XEWG (Piedras Negras):j:<See Iisl of Mexico stations)l<URV 710 kc 250 w (d)Spanish Broadcast (32 hours per

MusicNewsReligion

ManagerSales ManagerRepresentative

KULPSpanish Broadcast

MusicNewsSportsReligion

ManagerRepresentative

EAGLE PASS1270 kc

(18 hours per week)1 kw*Percent

7555

105

Al KinsallNone

250 w <n>,week) Percent

79183

Lloyd HawkinsJames Champion

Charles Bernard Co.

EL CAMPO I

1390 kc 500 w• '(10112hours per week) Percent'

73202 I

Chuck Schwartzk~pf '.None

EL PASOXEJ (Ciudad Juarez):{:XEJ-TV (Ciudad Juarez):¡:XELO (Ciudad Juarez):¡:XEWG (Ciudad Juarezre(See Iist of Mexico stations)

HARLINGENKGBT 1530 kc 50 kw (dlSpanish Broadcast (52 hours per

MusicNewsSportsOther

General ManagerSales ManagerRepresentative

!<PANSpanish Broadcast

MusicNewsSportsReligion

ManagerSales Manager

10 kw (n)week) Percent,

70 I205 I5 .

Otis SchumateWillie Harris, Jr.

Richard O'Connell;Tarbet & McConnellVenard,

HEREFORD860 kc 250 w•

(101/2 hours per week) Percent86

22

10 IClint FormbyRoy Faubion·

HOUSTONKFRD <Rosenberg) 980 kc 1 kw'"'Spanish Broadcast (12 hours per week) Percent

M~ic ~News 10 :Religion 5 1

Manager William Sloarl<LVL (Pasadena) 1480 kc 1 kw (d) 500 w (n;Spanish Broadcast (88 hours per week)General Manager Fe!ix H. MoralesSales Manager Johnny P. Hernande;Representative National Time Sale!

KENEDY /KARNES CITYl<MAL 990 kc 250 w'Spanish Broadcast (21 hours per week) Percerr

Music 60News 30Religion 10

Manager Charles L. Marti1Representative Mario Messina Co

SPONSOF

LAREDOKGNS 1300 kc 500 w''Spanish Broadcast (21 hours per week)(Information not supplied)KVOZ 1490 kc 250 w (d) 250 w (n)Spanish Broadcast (14 hours per week) Percent

Music 75News 10Religion 15

Manager William HarrellSales Manager Ernest BartonRepresentative Grant Webb & Co.XEFE-TV (Nuevo Laredo):J:XEAS (Nuevo Laredol:J:XEBK (Nuevo Laredo):j:XEK (Nuevo Laredo):j:XEWL (Nuevo Laredo):j:(See list of Mexico stations) *

McALLEN1 XERI CReynosa):J:

XERO (ReynosalsXERT CReynosa):j:CSee list of Mexico stations)

MISSIONKIRT 1580 kcSpanish Broadcast (58 hours

MusicNewsSportsReligion

ManagerRepresentative

1 kw*per week) Percent

682010

2C. T. McKasson

Grant Webb & Co.

MORTONKRAN 1280 kcSpanish Broadcast Cl5 hours(Information not supplied)

500 w*per week)

l<VWGSpanish Broadcast

MusicNews

PEARSALL1280 kc(14 hours per

500 w*week) Percent

905

RepresentativesNational Time Sales - N.Y.

Latin American Time Sales - L.A.

KCAL5000 watts* of the finest Spanishradio-music, news and specialevents. Our 7th year serving:

SAN BERNARDINO COUNTYRIVERSIDECOUNTYORANGE COUNTY

REDLANDS

*KCAL: increases power Novem­ber 1st, to reach over 200,000Spanish-speaking people.KCAL: only full time SpanishVoice of the Inland Empire andonly Spanish station serving thisarea.

KCALBox 390, Redlands

California

October 19, 1964

SportsManagerRepresentatives

5Lee Anderson

Tele-Radio & TV Sales;George T. Hopewell Inc.

PLEASANTONKBOP 1380 kc 1 kw*Spanish Broad:ast (36 hours per week)(Information not supplied)

RAYMONDVILLEl<SOX 1240 kc 250 wSpanish Broadcast (27 hours per week)(Information not supplied)

SAN ANTONIOl<WEX-TV:j: Channel 41 CUHFlSpanish Broadcast (69 hours per week-100%)

CNo data on programing, but known to beindependent station carrying local news, pro­grams from Mexico. features, bul Ifights, soapoperas, etc.)

General Sales lanager Ben TamborelloAsst. General Manager Mike Mui IinsRepresentative Spanish International Networkl<COR:J: 1350 kc 5 kw (d) 1 kw (n)Spanish Broadcast (132 hours per week) Percent

Music 60News 15Drama 15S~rts 5Other 5

Manager Nathan SafirSales Manager William LamarRepresentatives Richard O'Connell, Inc.;

Savalli/Gatesl<Ul<A:J: 1250 kcSpanish Broadcast (91 hours per week)

MusicNewsSportsReligion

ManagerSales ManagerRepresentativel<UBO:j:Spanish Broadcast

MusicNewsSportsReligionOther

ManagerRepresentative

1 kw*Percent

85519

Alex CoeNorman Fischer

National Time Sales1310 kc 5 kw*(entire schedule) Percent

5020101010

Hal HughesTele-Radio Tv Sales

UVALDEl<VOU 1400 kc 250 w (d) 250 w (n)Spanish Broadcast (18 hours per week) Percent

Music 75News 5Sports 10Religion 10

Manager Jay HarpoleSales Manager Joe Morgan

VERNONl<VWC 1490 kc 250 w (d) 250 w CnlSpanish Broad:ast (12 hours per week) Percent

Music 90N~ 5Religion 5

Manager Joe GarrisonSales Manager Jerry GarrisonRepresentative None

WESLACOl<RGV 1290 kcSpanish Broadcast (15 hours per week)

MusicNewsDramaSports

ManagerSales ManagerRepresentative

WASHINGTON

5 kwPercent

751555

Earl NoelJames Ahlgrimm

B. Hollingbery Co.George

TOPPENISHl<ENE 1490 kc 1 kw (d)Spanish Broadcast (15 hours per

MusicNewsReligion

ManagerRepresentative

250 w (n)week) Percent

9811

Don DowningSavalli/Gates

In San Antonio

5000 WATTS • FULL TIME • 1350 KC111Martinez Street, SanAntonio,Te~as1a2or

, Representatives: · ,.RICHARD O'CONNELL, INC. '.1. .

in New York · ..I' L" '' '

SAVALLl/GATES, INC. ·•. •In Chicago, Atlanta •.Detroit '~ . ' . '',

57

WE SQUEEZEDTHE AIR OUTAND LEFTNOTHINGBUT AIR IN

All broadcast ... all buying ..• all im­portant. That's SPONSOR,designed as-and still-a buyer's book. Not pe­dantic, mind you. Not gossipy. We pre­sent the top of broadcast news, quickly;the meaning of the news, deeply; thetrend of the news, perceptively; the fu­ture of the news, daringly. Do we everannoy? Offend? Disrupt? Yes. We alsoenrich the buying mix in the backof the buyer's mind-with the stuff thathelps make the difference between"ordering" and "buying." That's why thebuyer reads SPONSOR, the broadcastidea weekly with the fat trimmed away.555 Fifth Avenue, New York 17, Tele­phone: 212 MUrrayhill 7-8080.

58

How much Spanish-language programing?

This directory groups stations bythe percent of their programingwhich is directed to Spanish-speak­ing persons. It docs not include sta­tions whose Spanish programing

75 TO 100% SPANISHARIZONA

NogalesNogalesPhoenixTucsonTucsonYuma

CALIFORNIACalexicoCalexicoCalexicoFresnoFresnoLos AngelesLos Angeles

(San Gabriel)Los Angeles

<Pasadena)OxnardSan BernardinoSan Diego

<Tijuana)San Francisco

(San Mateo)Santa Paula

COLORADODenverPueblo

DISTRICT OF COLUMBIAWashington

FLORIDAMiamiMiami

ILLINOISChicago

NEW MEXICOAlbuquerqueRoswell

NEW YORKNew York CityNew York City

TEXASBrownsvilleBrownsvilleCorpus ChristiCorpus ChristiEagle PassEagle PassEagle PassEl PasoEl PasoEl PasoEl PasoHouston

(Pasadena)LaredoLaredoLaredoLaredoLaredoMcAllenMcAllenMcAllenSan AntonioSan AntonioSan AntonioSan AntonioYuma

WCRW

KABQKRDD

WBNXWHOM

XEMTXEAMKCCT

KUNOXEMJXEMUXEWG

XEJXEJ-TV

XELOXEWGKLVL

XEASXEBKXEFE-TVXEK

XEWLXERIXEROXERTKCORKUBOKUKAKWEX-TVXECB

XHFA-TVXHEFKIFNKEVT

KXEWXECB

XEJXEJ-TV

XELOKGSTKXEXKMEX-TVKALI

KWKW

KOXRKCAL

XEGMXEXXKOFY

KSPA

KFSCKAP!

WFAN-FM

WFABWMET

50 TO 74% SPANISHCALIFORNIA

BakersfieldSan Jose

FLORIDAMiami

NEW MEXICOAlbuquerque

TEXASHarlingenMission

KWACKLOK

WMIE

KLOS

KGBTKIRT

amounts to less than l O percent ofthe total stations schedule. The listis compiled primarily of stationswhich responded to Sroxsox's pro­grammg survey.

~ii

25 TO 49°/o SPANISH

a,

WI'

ARIZONANogales

CALIFORNIASan Jose

(Gilroy)FLORIDA

TampaNEW MEXICO

BelenNEW JERSEY

NewarkNEW YORK

New York CityPENNSYLVANIA

PhiladelphiaTEXAS

Alire/Kingsville<Falfurrias)

BeevilleBrownfieldCarrizo SpringsEdinburgKennedyPleasanton

KNOG

KPER

WSOL

KARS

WHBl-FM

WADO

WTEL

KPSO

KIBLKKUBKBENKURVKMALKBOP

:.•.·

10 TO 24°/o SPANISHCALIFORNIA

BrawleyCalexicoCoalingaFresno

<Dinuba)King CityLos Angeles

(San Fernando)Ontario (Cucamoqna)Riverside

(CoronalSanta MariaStockton

COLORADOWalsenberg

ILLINOISChicagoChicago

<Oak Park)Chicago

(Hammond)LOUISIANA

New OrleansNEW MEXICO

DemingLas CrucesLas VegasSanta FeSanta RosaSocorroTaos

TEXASAustinAustinBrownsvilleCorpus Christi

(Robstown)Corpus Christi

(Kingsville)Eagle PassEl CampoHerefordHouston

(Rosenberg)LaredoLaredoMortonPearsallRaymondvilleUvaldeVernonWeslaco

WASHINGTONToppenish

KROPKICO

KBMXKRDU

KRKCKVFM-FM

KASKKREL

KSEEKWG

KFLJ

WSBCWOPA

WYCA-FM;

WWL

KOTSKOBEKFUNKTRCKSYXKSRCKKIT

KOKEKVETKBORKROB

KINE

KEPSKULPKPANKFRD

KGNSKVOZKRANKVWGKSOXKVOUKVWCKRGV

KENE

tOA!

.:

SPONSOR

Directory of •major

stations • Mexico

with U.S. audience

BAJA CALIFMEXICALI

(Calexico, Calif., arealXHBC-TV:!: Channel 3 CVHFlSpanish Broadcast (entire schedule-42 hoursper week)Manager Raul Sanchez de AparicioRepresentative Spanish International Network

XED:f: 1050 kc 10 kw (d) 1 kw (n)Spanish Broadcast (133 hours per week)Manager Armando Aguirre LopezRepresentative UBC Sales

TIJUANA<San Diego, Calif., areal

Channel 12XEWT-TV:f:Spanish Broadcast (entire schedule)

XEAU:f: 1470 kcSpanish Broadcast (168 hours per week)President Manuel Acuna Varela

Representative UBC SalesXEAX:f: 1420 kc 2 kwSpanish Broadcast (126 hours per week)General Manager J. De La Torre

Representative Tele-Radio & Tv Sales

XEGM:f: 950 kc 31/2 kw (d) 21/2 kw (nlSpanish Broadcast (119 hours per week)General Manager Jose LibermanRepresentative National Time Sales

5 kw

CHIHUAHUACIUDAD JUAREZ

<El Paso, Tex., arealChannel 5 CVHFl

(entire schedule-42 hours

III[I~¡¡~K¡¡

([..

XEJ-TV:i=Spanish Broadcastper week)General ManagerSales ManagerRepresentative

XELOSpanish BroadcastGeneral ManagerRepresentative

XEJ:i=Spanish BroadcastGeneraI ManagerRepresentativeXEW:f:Spanish BroadcastGeneral ManagerRepresentative

E. VegoUBC Sales

P. MenesesRalph Fitzmaurice

Spanish International Network

800 kc 15 kwCl08 hours per week)

Jack R. McVeighRichard O'Connell, Inc.

970 kc 10 kw(126 hours per week)

Pedro Meneses, Jr.National Time Sales

1240 kc 250 w(entire schedule)

COAHUILAPIEDRAS NEGRAS

(Eagle Pass, Tex., arealXEMJ:¡: 920 kc 1 kw (dl 250 w (n)Spanish Broadcast Cl21 hours per week)General Manager Jesus F. ElizondoRepresentative UBC Sales

XEMU:f: 580 kc 5 kw*Spanish Broadcast (94112 hours per week)General Manager A. L. BresRepresentative National Time Sales

DISTRITO FEDERALMEXICO CITY

XESM:i= 1470 kc 10 kw (d) 5 kw (n)Spanish Broadcast Cl68 hours per week)President Homero VegaManager E. PasqualeRepresentative CU.S.l USC Sales

SONORANOGALES

<Nogales, Ariz., arealXHFA-TV:i= Channel 12Spanish Broadcast (entire schedule)

1NICI October 19, 1964

radio-tv

XEHF:l= 1370 kc 1 kwSpanish Broadcast (126 hours per week)General Manager Gaston MascarenasStation Manager Mario de La FuenteRepresentative National Time Sales

XECB:l=Spanish BroadcastPresidentRepresentative

TAMAULIPAS

XEMHSpanish BroadcastManagerSales ManagerRepresentative

XEAM:l=Spanish BroadcastGeneral ManagerRepresentative

SAN LUIS(Yuma, Ariz., areal

1450 kcCl68 hours

250 wper week)

Carlos BlandoUBC Sales

MATAMOROS<Brownsville, Tex., areal

1340 kc(112 hours per week)

Armando Rodriguez G.A. G. Hermandez

Tele-Radio & Tv Sales

250 w

1310 kc 1 kw(133 hours per week)

Manuel L. SalinasUBC Sales

XEO:l= 970 kc 1 kwSpanish Broadcast (132 hours per week)

XEO-FM:l=Spanish BroadcastGeneral ManagerSales ManagerRepresentative

XEFE-TV:l=Spanish Broadcastper week)General ManagerSales ManagerRepresentative

88 2 me ERP-60 w(119 hours per week)

Severo GarzaA. G. Hermandez

National Time Sales

NUEVO LAREDO(Laredo, Tex., areal

Channel 11 CVHFl(entire schedule-42 hours

Ramoncita EsparzaEnrique Esparza

Spanish International Network

XEAS:l= 1410 kc 1 kw (dl 250 w (n)Spanish Broadcast (112112 hours per weeklGeneral Manager Jose Maria VillarreatRepresentative National Time Sales

XEBl<:l=Spanish BroadcastGeneraI ManagerSales ManagerRepresentative

1340 kc 250 w(133 hours per week)

Mario CortezAmando Cortez D.

Continental Radio Sales

XEK:l= 960 kc 5 kw (dl 1 kw (n)Spanish Broadcast (102 hours per week)General Manager Ruperto Vil Iarrea!Representative Sava! Iif Gates;

Richard O'Connell, Inc.

XEWL 1090 kc 2112 w"Spanish Broadcast (84 hours per week)General Manager Fidel CuellarRepresentative UBC Sales

REYNOSA<McAllen, Tex., areal

XERH 1170 kc 5 kwSpanish Broadcast (133 hours per week)General Manager Antonio Karam KalifaRepresentative UBC Sales

XERl:l= 810 kc 250 w*Spanish Broadcast (84 hours per week)Station Manager Rogelio OlivaresSales Manager A. G. HermandezRepresentative Tele-Radio & TV Sales

XERO 1390 kc 1 kwSpanish Broadcast (119 hours per week)General Manager Severo GarzaRepresentative National Time Sales

MEETMARIA!

HOSTESS OF MIAMI'SSPANISH

HOMEMAKERSPROGRAM

BLUE CHIP FOOD PRODUCTSBUY HER YEAR 'ROUND

BOOST YOUR SALES BYCALLING ART GORDON,

NAT. TIME SALES,MU 2-4500, N.Y.C.

~~DIO STATION/1t.~OIOEMISOR~

w ltMil u~1140 EN SU DIAL

1448 Northwest 36th StreetMiami, Florida

PHONE: NE 3-0161

59

SAN JUANWAPA-TV Channel 4General Manager Hector ModesttiWFID-FM 957 me 30 kw (dl 30 kw (n)Spanish Broadcast (119 hours per week) Percent

Music 70News 20~Orts 5Religion 3Other 2

Manager Victoria Suarez de AcostaSales Manager Rafael Jose AcostaWKAQ:I: 580 kc 5 kw (d) 5 kw (n)

WKAQ-FM:I: 103.4me 1 kwSpanish Broadcast Cl19 hours per week) Percent

Music 10News 20Drama 52Sports 12Religion 2Other 4

General Manager Ventura Lamas, Jr.Sales Manager German FelixWKAQ-TV Channel 2General Manager Jose OviedoSales Manager Jorge L. RiveroRepresentative Inter-American PublicationsWNEL:I: 1430 kc 5 kw Cd) 500 w (n)Spanish Broadcast Cl02 hours per week) Percent

Music 60News 15~Orts 5Religion ~Other 15

Manager Gabriel Figueroa IISales Manager Victor LanzWUNO:I: 1320kc 5 kw (d) 1 kw (n)Spanish Broadcast Cl40 hours per week) Percent

Music 86News 711zSports 11/zReligion 11/zOther 311z

Manager M. Angelet EscuderoSales Manager Mrs. Betty M. Pichardo

Directory of major radio-tv stations in Puerto RicoAGUADILLA

WABA 850 kcSpanish Broadcast (ll5 hours per week)

MusicNewsDramaSportsReligionOther

ManagerSales ManagerRepresentative Inter-American

500 wPercent

4015251055

H. ReichardF. Bonnet

Publi:ations

ARECIBO/AGUADILLAWISA <Isabela) 1390 kc 1 kw (d) 500 w (n)Spanish Broadcast (80 hours per week) Percent

Music 70News 20Sports 5Religion 5

Manager Raul Santiago-RomanSales Manager Diego Auiles

ARECIBO1070 kc

Cl17 hours per week)WMIA:I:Spanish Broadcast

MusicNewsDramaSportsReligion

Manager Epifania

500 wPercent

845155

Rodriguez-Velez

BAYAMON94.7 me

Cl20 hours per week)WBYM-FM:I:Spanish Broadcast

MusicNewsReligion

Manager

18.5 kwPercent

9055

PickardJose G.

CAGUASWKBM-TVGeneral Manager

Channel 11Perez Perry

SAN FRANCISCO

Represented byNATIONAL TIME SALES

NEW YORK. CHICAGOHARLAN G. OAKES

LOS ANGELESDON R. PICKENS CO.

SAN FRANCISCO

*U. S. Census, 1960

60

FAJARDOWMDD:I: 1840kc 5 kw Cd) 5 kw (n)Spanish Broadcast Cl11 hours per week) Percent

M~ic WNews 15Drama 2Sports 10Religion 10Other 3

Manager Jose Luis TorregrosaSales Manager Mrs. Laura Jimenez

GUAYAMAWXRF 1590 kc 1 kw CdlSpanish Broadcast (115 hours per week)

MusicNewsSportsReligion

Manager Gumersindo

1 kw (n)Percent

751555

Cordero, Jr.

MAYAGUEZWTIL:I: 1300kc 1 kw (d) 1 kw (n)Spanish Broadcast C168 hours per week) Percent

Music 75News 20Sports 4Religion 1

Manager Gilbert MamaryRepresentative Continental Radio SalesWORA-TV Channel 5General Manager Alfredo de Arellano, Jr.Representative Inter-American PubIications

PONCEWISO:I: 1260kc 1 kw (d) 1 kw (n)Spanish Broadcast (1151/z hours per week) Percent

M~ic ~News 20Sports 10Religion 5

Manager Luis E. FreyreWLEO:I: 1170kc 250 w (d) 250 w (n)Spanish Broadcast (135 hours per week) Percent

Music 76News 14~Orts 4Religion 4Other 2

Manager Charles L. CerdeoWPAB:I: 550 kc 5 kw Cd) 1 kw (n)Spanish Broadcast (112 hours per week) Percent

Music 40News 25Drama 20Sports 4Religion 6Other 5

Manager Alfonso Gimenez Jr.Sales Manager A. Gimenez AguayoRepresentative Svens ScheiIemberg Assoc.

WRIK-TVGeneral ManagerRepresentativeWSUR-TVManager

Channel 7William Cortada

Inter-American PubIicationsChannel 9

Gladys Boscio Vidal

YAUCO250 w (d) 250 w (nlhours per week) Percent

7316353

WKFE:!: 1550kcSpanish Broadcast Cl05

MusicNewsSportsReligionOther

ManagerSales Manager

Julio V. RamirezCharles L. Cordero

UTUADOWUPR 1530kc 1 kw Cdl 250w CnlSpanish Broadcast (120 hours per week) Percent

M~ic 00News 10Sports 5Religion 5

Manager Jose A. Ribas

l~UJ I~ • Miami's 1st A.II-SpanishVoice is ~he~-..~ff•.l ~.-.-~PreferredStation of 285,594* * Latins

WMET's national advertisers. 1963-1964• Peplo Bismol • Look Magazine• Camel Cigarettes • Pepsi Cola• Breeze Detergent • Miller Hi-Life• Warner Lambert • Buitoni Foods

Products • Humble Oil• Borden's "Magnolia" • Coca-Cola

Condensed Milk • Dual Filter Tareytons• Greyhound Buses • Holsum Bakers• Creomulsion • Cafe Bustelo• National Beer • Silver Dust• Winston Cigarettes • Newport Cigarettes• Regal Beer • Seidlitz Powders• Salem Cigarettes • Ex Lax• Falstaff Beer • Rit Dyeso Lydia E Pinkham • Mejora!

Medicine Company • BreacolAFFILIATED WITH THE

Spm1isl1ftr/.{t!.!f"y111arlwt &Jmup

**For official Latin population break­down:

IN MIAMI, CALL

WMET-751-9743

IN NEW YORK, CALL

W212vu 6-9717

SPONSOR

The WWJ Stations occupy a position ofsolidity in the Detroit community. Formany reasons: Special emphasis on localaffairs and news. A knowledgeable ap­proach to total programming. A sinceredevotion to community service. An affili­ation with NBC dating back 38 years. Andhome ownership by The Detroit News.

\ ~

\

HOW IOSOUEEZITH( MOSTOUIOFADIIROIIMINUTE

Because of this solidity, both WWJ andWWJ-TV provide advertisers with a morereceptive atmosphere for their sales mes­sages. Consistent results through theyears have proved that the way to squeezethe most out of a Detroit minute is tospend it on the WWJ Stations. Whetheryou sell toothpaste or tires.

Owned and Operated by The Detroit News• Affiliated with NBC• National Representatives: Peters, Gríffin, Woodward, Inc. TH E NEWS ST AT IONSWWJ and WWJ-TV

October 19, 1964 61

..,1

THE CHANGING SCENE

Bankers Increase Television AdvertisingPlacing bankers in the forefront

of enlightened advertisers, NormanE. Cash, TvB president, told theMilwaukee Advertising Club: "To­day's banker is growing at a rapidrate in spite of increased competi­tion because he has learned thatnow everyone is a potential cus­tomer, and that's why banks arcnow the third largest users of localtelevision."

Cash continued: "Yesterday'sbanker was much like many of to­day's manufacturers who let a gapexist between them and the totalpublic and think their advertisingmessagesshould be directed only atthe few who know them best."

Continuing, Cash said: "We ex­pect that manufacturers will seethatthey too have a vital need to reachthe same total public and we expectto see more of them tum to tele­vision to reach this total public."

If you want to know why every

,¡, ..'Ill 11!11111 I .. !11111111111111'1111111111111111111111111111111111111'"

BEDSIDE NETWORK CONDUCTS CONTEST

1111111.I

company should advertise to thetotal public, ask your banker, Cashsaid. "And, if you want to knowwhy television is the way to thistotal public, ask your banker," headded.

Kraft ChocolatesLaunches Giveaway

Kraft chocolates this monthlaunches one of the largest promo­tions in its history-a "Match &Win Giveaway" tied-in with WaltDisney's color movie Mary Pop­pins.

The promotion combines Kraft'sregular fall sales drive for choco­lates via national print and tv withspecial magazine ads, a giveawaygame, more than 100,000 prizes, aWalt Disney feature movie (with itsaccompanying million dollar pub­licity campaign), and distribution of12,000,000 five cent coupons.

The Bedside Network, for which hospitalized veterans tape their own music anddrama shows for subsequent "broadcast" over intercom systems, is conducting itsfourth annual contest to determine which of the 1O participating hospitals producesthe best program. Actor Maurice Evans (c} is one of the celebrity judges, alongwith Carol Burnett, Barbara Britton and Sam Levenson. Flanking Evans are the con·test's co-chairmen: Elizabeth Bain, president of American Women in Radio andTelevision as well as assistant to the vice president of CTS Program Services, CBS,and Richard Schneider, NBC television director who, among other things overseesEmmy telecasts. The Bedside Network, a project of the Veterans Hospital Radioand Television Guild, is conducted through the volunteer services of people premi­nent in the theater, radio and television.

• 1111

62

1111111111111 111111~1 11111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111

OLYMPIC FUND AIDED

The Olympic Games Basketball fund is richerby $2000 as a result of a KTVU telecast of abasketball game between the San FranciscoWarriors and the Olympic team. Four spen­sors - Cable Car Clothiers (making its tvdebut}, Lucky Lager Beer, P. Lorillard andPacific Telephone - joined with the stationin making the Olympic promotion possible.One-quarter of the telecast was devoted toOlympic spots. Seen here is Joe Constantino,KTVU sales promotion director (r} presentingthe check to Franklin Mieuli, Warrior ownerand chairman of the Warrior-Olympic Fund.

1111111111 1111.. ' 11111. 11111111111 111111 Ill

The promotion kicks-off with afull page, four-color ad in the Octo­ber issue of Ladies Home Journal.The ad will appear again in Lookmagazme.

Grand Prize in the giveaway isMary Poppins' Carpet Bag filledwith $10,000. Second, third, fourthand fifth prizes are portable tele­vision sets, movie cameras authen­tically costumed Mary Poppinsdolls and Mary Poppins recordsfrom the movie's original soundtrack.

In addition to the Mary Poppinspromotion, Kraft chocolates will befeatured in regular product ads inNovember issues of Ladies HomeJournal, Woman's Day and Lookplus via tv commercials on the KraftSuspense Theatre from Octoberthrough December.

IRTS Medal To FCCCommissioner Hyde

Veteran FCC commissioner RoselHyde has been unanimously votedto receive the International Radioand Television Society's highestaward, its gold medal.

The medal will be presented dur­ing the IRTS 25th anniversary ban­quet in March, 1965.

SPONSOR

October 19, 1964

KXOKSt.Louis

Sto1·zBroadcasti1ig Co.

announcesthe appointment of

Am RADIO SALES COMPANY

as its nationalrepresentative

effectivenovember 1,1964

63

WTRF-TV :~~:~cialists have developed, but alsofrom the experience of a stafftrained in national distribution."

The conference, expected to beattended by representatives fromsuch groups as Triangle, Group Wand Corinthian, was largely insti­gated by WGN-TV, Ward Quall.

l'HE CHANGING SCENE

PUNCH CARDS! Don't worryabout mechanical brains takingover. If machines get toopowerful, we can alwaysorganize them into committees.Wheeling wtrf-rv

SICK CANNIBALS! Man and wife were eat­ing dinner and the wife said, "You know Idon't like the taste of this meat!" Husbandsaid, "I never did like your mother."

wtrf-tv WheelingETERNAL WORDSI If you want to writesomething that has a chanceof living forever,just sign a mortgage.

Wheeling wtrf-tvWHAT A RIOT! Remember when that meantsomething was funny?

wtrf-tv WheelingSCIENTISTSREPORTthat we're taller in themorning than we are in the evening. Theydidn't mention that we're all shorter aroundthe end of the month.

Wheeling wtrf-tvCONTRARY to popular belief, the world'soldest profession is actually fruit picking!

wtrf-tv WheelingSIGN in a Volkswagen factory: "Think BIGand you're fired!

Wheeling wtrf-tvHEAR ABOUT the beatnic girl who's engagedto be married? Instead of getting a shower,she's taking one.

wtrf-tv WheelingNON-CONFORMIST is someone who keepsgloves in a glove compartment.

Wheeling wtrf-tv*SOMETHING FOR EVERYONE! If you wantto beam a paritcular spot schedule to aparticular audience, WTRF-TV reaches thatspecific audience in the Wheeling/Steuben­ville Upper Ohio Valley Market. Just askyour Petry man for the availability break­down you want.

Embassy DislikesChicago Conference

Embassy Pictures, a syndicationmajor, doesn't think the plannedChicago conference of program ex­ecutives from group-owned stationsseeking ways to prime the pump ofsyndication production is such a hotidea.

Commenting on the late-Octoberconference, Embassy vice presidentE. Jonny Graff agreed that "onlyby participating in the production ofquality entertainment can independ­ent stations hope to compete withthe heavy line-up of network pro-. ,,grammg.

Graff, however, did not feel that"trying to organize a group ofgroups, each with its own point ofview," would be the answer, either."Stations would do better," Graffsaid, "by working in tandem with adistributor." His reason: "This way,they will benefit not only from thenational perspective syndication spe-

Westinghouse IncreasesNational Advertising

The Westinghouse portable appli­ance division is launching a heavyschedule of national magazine andtelevision advertising in support ofits electric housewares during thebig gift buying months of October,November and December.

The division's expanded fall televi­sion schedule will begin Oct. 21 andwill use a combination of daytimeand nighttime television programs ona 203 station CBS network.

One minute filmed commercialswill appear on such CBS shows asAndy Griffith, I Love Lucy, Raw­hide, Joey Bishop Show, WalterCronkite. News, Mike Wallace andRobert Trout News.CHANNEL 1'9 WHEELING,

SEVEN ·e WEST VIRGINIA I

DO PEOPLE WATCH BOB POOLE'S GOSPEL FAVORITES?

We know 371,400 HOMESFUL who do in only 16 of our markets in Class C time.Sponsors paid $748.60 for a one-minute commercial to reach those people.That's $2.02 per one thousand homes.In those same 16 markets 745,000 homes watched the same stations at 9:00 pm Tuesday.And THAT'S $3.85 per one thousand homes.Where did the sponsors get the better buy?

Do people like BOB POOLE'SGOSPELFAVORITES?Here are 7000 (count 'em) who paid to see a live production.

)owli

~R

·.;ne¡-.in.nel"Jani

We will gladly give youdetails, rates and audi­tion tapes. Please phoneus collect.

dCMore than l 00 hrs. nowavailable on VTR for TVand audio tape for ra­dio.

1.1rr;

Poole ProductionsLawyers BuildingGreenville, S.C.

Audience figures were furnishedby stations.

Tel. 803 239-7821Twx 803 282-1098

One-minute time cost as listedin SRDS Spot Television.

MEMORIAL AUDITORIUM

SPONSOR64

Featured appliances to be promot­ed on the shows will be the West­inghouse non-stick appliances, elec­tric toothbrushes, irons and a Christ­mas "gift selector" of portable ap­pliances. Tied to the Westinghousecampaign will be special in-storedisplays, dealer aids and promo­tions.

Essex Is Named N. C.Broadcaster of Year

First winner of the North Caro­lina Association of Broadcasters'"Broadcaster of the Year" award is

Harold Essex,general managerof W SJ S-AM­FM -TV Win­ston-Salem. Theaward, w h ie hwill be presentedannually at eachNCAB fall meet­ing, was estab­lished to honorthe North Caro-

Harold Essex

Jina broadcaster who has made thegreatest contribution in service tobroadcasting.

Essex, a veteran of 25 years atWSJS, has twice been president ofNCAB and is currently a member ofthe board of directors of the Nation­al Association of Broadcasters.

Bowlin New PresidentOf Radio-TV Reps

C. C. (Bud) Bowlin, KatzAgency tv manager for New Eng­land and Upper New York State hasbeen elected president of the NewEngland Assn. of Radio and TvRepresentatives succeeding GeorgeC. Bingham, president of New Eng­land Spot Sales.

Richard P. Luetters, vice presi­dent of Bill Creed Associates is thenew vice president and Steve Meter­parel, New England manager ofRobert E. Eastman & Co. is secre­tary-treasurer.

Shupert Resigns FromTwentieth Century-Fox

George T. Shupert, vice presidentin charge of sales for TwentiethCentury-Fox Television, Inc., hasresigned as of Oct. 16, it was an­nounced by William Self, executivevice president.

October 19, 1964

PERSONALITY

Joel MareinissNEWS

Richord HoffmannBUSINESS NEWS

Floyd OttowayWSYR GANG

Ed MurphyMUSIC

Carol JohnsonWOMEN

SYRACUSE

Deacon DoubledayFARM

Alan MiloirMUSIC

John GrayMUSIC

SYRACUSE

•An Onondaga County farmer phonesDeacon Doubleday with a farm news item,

SYRACUSE

• Syracuse shoppers make a buying rush ona downtown store after an Ed Murphy spot.SYRACUSE

• Sports fans call Bill O'Do1111ellto settle ar­guments about yesterday's game.

SYRACUSE • This is personality power at work.

With \VSYR's strong personalities sellingfor you in the 18-county area of CentralNew York, great things happen to sales.Put this salespower to work for you.SYRACUSE

Represented notionolly byTHE HENRY l. CHRISTAL CO., INC.

SYRACUSE

NBC in Central New York

5 KW - Syracuse, N.V. - 570 KC

65

'

Look! If I wantedSyracuse

or San DiegoI'd call

a travel agent.Just tell me about

KELO-LAND!Sure! KELO-LAND is the Sioux

Falls-98 County l\larket. A whale of amarket prize for any advertiser- andonly KELO-LAND TV, with three trans­mitters operatingas one station, has thecoverageto get it for you. To realizehow very important KELO-LAND TVis to you in your national campaigns,hold the phone for this! KELO-LANDTV plays to a bigger prime-time audi­ence among CBS affiliates than doesSyracuse, San Diego, Norfolk, Sacra­mento, Albany or Jacksonville. Yourone film or live commercial on KELO­TV SIOUX FALLS sweeps throughKELO-LAND's 98 counties, simultane­ously, powerfully!

ARB, 6:30-10 p.m. March '64.Submitted as estimates, not

necessarily exact measurement.

• ABC

KELO-tv • KDLO·tv • KPLO·tv

(interconnected)

Gen. Offices: Sioux Falls, S. D.

JOE FLOYD, President

Evans Nord, ExecutiveVice-Pres. & Gen. Mgr.

Larry Bentson, Vice-Pres.

Represented nationally byH-R

A #1~1l1fl{1jSTATION

66

SPONSOR SPOTLIGHT

with a properly conceived, strategically placed Service-Ad

AGENCIES

Joseph Battaglia Jr. appointedvice president in charge of mediaand broadcastservicesat Ben Sack­heim, Inc., New York. He joinedthis advertising agency in 1960 astv director.

John F. Belcher named an ac­count executive at Geyer, Morey,Ballard, Inc. His chief responsibili­ties will be on the Sinclair RefiningCo. account.

Robert Wolfe joined the Gum­binner-North Co. as accountexecu­tive in charge of Smirnoff on theHeublein account.

JamesR. Sandersjoined the NewYork office of Foote, Cone& Beld­ing as accountexecutiveon Clairol.

KennethJ. Worland electedpres­ident of the Advertising Agency Fi­nancial Management Group. Thegroup is affiliated with the NewYork Credit and Financial Manage­ment Assn.

Gerald H. Long appointed as­sociate merchandising director ofFoote, Cone& Bclding's New Yorkoffice.

Phil M. Bidlack appointed as avice presidentof the BordenChemi­cal Co.

(~:

TIME/Buying and Selling ·•

Michael D. Chambersnamed tothe Blair Television office in LosAngeles as a salesspecialist.

.~1J,

Richard S. Newmanaddedto thesales department of Stone Repre­sentatives,Inc., New York.

TV MEDIA

Kenneth H. MacQueen named ,sales manager of WXYZ-TV De­troit, Mich.

"'II

~ f

Edward A. (Ted) Muller namedlocal salesmanager of WTEN-TVAlbany, N.Y.

~YN& s

youarethere

"

~I

selling by helping people buy '···1

SPONSOR

This year's B. P.A. Seminar is a "Must"for anyone in the Broadcasting Promotion Field."Work" sessíonspacked intothree informative days.

Wilbur M. Fromm announced as Entertainment for the wives.president of communication serv- Bring your ideas and questions.ic.es,New York. J:Ie was formerly Chicago holds information anddlfector of new businessand promo- enjoyment for all.

tion at NBC Spot Sales. l •. ·...t I l

I •I SEND THIS COUPON FOR REGISTRATION INFORMATION

TO: B.P.A. SECRETARY/TREASURER215 East49th StreetNew York 17, New YorkPlaza 2-4255

PLEASERUSH ME REGISTRATIONAND PROGRAMINFORMATION ON THE 1964 B.P.A. SEMINAR.

Philip Henochstein named assist­ant director of advertising-sales pro­motion for the ABC flagship in NewYork, WABC-TV.

Philip Beuth appointed generalsalesmanager of WSAZ Television,Huntington, W. Va.

RADIO MEDIA

Charles R. Sanders appointedgeneral manager of Spartan Radio­casting Co. which owns and oper­ates WSPA-AM-;F"M-TV Spartan­burg, S.C.

William (Rusty) Russell appoint­ed general manager of WKYW Chi­cago, Ill.

Al Maffie named general salesmanager of Yankee Network, ef­fective Nov. 1, 1964.

Jim Robinson appointed opera­tions manager of WAKE Atlanta,Ga. Rachel Clarke McCarthy ap­pointed sales manager.

SYNDICATION' & SERVICES

Irving Roshwalb appointed as­sistant to the president and secretaryof the policy committee for Audits& Surveys Co., New York.

@WSTV-TVDomínant inWheeling· Steubenvílle

October 19, 1964

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Target ProgramsIt's dynamic and different.Enterprise Broadcast Features draws on the

experience of the world's largest newspaperfeature service ... Newspaper Enterprise As·sociation. Working with this wealth of out­standing talent, veteran broadcast producershave created dramatic, new features especiallyto serve stations and advertisers.

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CALENDAR

OCTOBER

International Radio and TelevisionSociety Time Buying & Selling Semi­nar, New York, Tuesday evenings( I 3- Dec. 8).

ABC Radio regional affiliates meet­ing, Oklahoma City, Okla. (20).

The Pulse Inc's Man-of-the-Yearaward presentation to Chet Huntleyand David Brinkley of NBC, PlazaHotel, New York (21).

American Assn. of AdvertisingAgencies, Central regional meeting,Hotel Continental, Chicago, Ill. (21-22).

Kentucky Broadcasters Assn. fallmeeting, Jennie Wiley State Park,near Prestonburg, Ky. (19-21).

National Electronics Conferencetwentieth annual meeting, McCormickPlace, Chicago, Ill. (19-21).

Southern California BroadcastersAssn. luncheon, Michael's Restaurant,Hollywood, Calif. (22).

ABC Radio regional affiliates meet­ing, Des Moines, Iowa (23).

Chicago Unlimited benefit ball formid-west radio-tv production industry,Sheraton Hotel, Chicago, Ill. (23).

Institute of Broadcasting FinancialManagement, annual meeting, Shera­ton-Cadillac Hotel, Detroit, Mich.(21-23).

Missouri BroadcastersAssn. meet­ing, Ramada Inn, Jefferson City, Mo.(22-23).

NAB CONFERENCE SCHEDULE

National Assn. of Broadcasters fallregional conferences:

Hotel Skirvin, Oklahoma City (Oct.19-20).

Fort Des Moines Hotel, DesMoines, Iowa (Oct. 22-23).

Jung Hotel, New Orleans (Oct.26-27).

Statler Hotel, Detroit (Nov. 9-1O).

Hotel Ten-Eyck, Albany, N.Y.(Nov. 12-13).

Fourth International Film & TVFestival of New York, held in con­junction with the annual IndustrialFilm and Audio-Visual Exhibition,New York Hilton Hotel, New York(21-23).

Indiana Broadcasters Assn. meet­ing, Marriott Hotel, Indianapolis, Ind.(22-23).

Massachusetts Broadcasters Assn.meeting, Hotel Somerset, Boston,Mass. (25-26).

National Assn. of EducationalBroadcasters national convention,Austin, Tex. (25-28).

American Assn. of AdvertisingAgencies, Central Region meeting,Hotel Continental, Chicago (21-22);westernmeeting,Beverly Hilton Hotel,Beverly Hills (27-30).

ABC Radio regional affiliates meet­ing, New Orleans, La. (27).

Future of Tv in America Committeeof National Assn. of Broadcastersmeeting on CATV, Jung Hotel, NewOrleans,La. (27-28).

Premium Advertising Assn. ofAmerica, premium ad conference,New York Coliseum, New York,N.Y. (27).

Television Program DevelopmentGroup seminar in programing,WGN Mid-America Broadcast Cen­ter, Chicago, Ill. (27-28).

Official Films Inc. annual stock­holders meeting, Delmonico's Hotel,New York (28).

American As.ID. of AdvertiliineAgencies, western meeting, Ambas­sador Hotel, Los Angeles (27-30).

International Radio & Television 'Society luncheon, Waldorf Astoria, 1Empire Room, New York, N.Y. (28).

I

National Industrial ConferenceBoard Inc. twelfth annual marketing Iconference, Waldorf Astoria Hotel, INew York (28-30).

Forum of BroadcastControls, spon­sored by Indiana University, Univers­ity Campus, Bloomington, Ind. (29).

NOVEMBERSecond Canadian Radio Commer­

cials Festival, Park Plaza Hotel, To­ronto, Canada (5).

Maryland - D.C. - Delaware Broad­casters Assn. fall meeting, Washing­tonian Motel, Rockville, Md. (6-7).

SPONSOR

-1rwo &reat Leaders in the Spanish MarketI ----~ - - -

\NNEWNEW'IORK18 \\OURSA DA~

1380 Kc. 5000 watts

NG CREATES AUDIENCE AND SELLSH QQIMUNITY IN THE UN11TED

MIAMl'sONLY

FULL TIME~PAN/SH)TAT/ON

I

OLE! KMEX-TV CHANNEL 34(and ARB for setting the record straight in Los Angeles)

KMEX-TV proves what Spanish International televisionstations have been doing all along ... dominating the

vast Southwestern Spanish language market!KMEX-TV Monday through Friday 6:00 - l 0:00 PM (July-August ARB)

60% share of audience Spanish speaking homesAverage homes delivered: 37,000

Ranks 6th in an 8 station market total women (18-19) deliveredBeats the Big V's 23-times total homes delivered

Beats the Big V's 135 times total women (18-39) delivered

Not bad for a Spanish language UHF stationcompeting against seven V's!

Spanish language TV is doing the same or better in our othersix markets. We'll soon have ARB proof of this too!

" -- ,At

SPANISH INTERNATIONAL NETWORK

250 Park Avenue, New York 17, N. Y.OXford 7-0585

721 North Bronson, Hollywood 38, Cal.HOiiywood 6-8131