Sponsor (Oct-Dec 1962)

Record Details:

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dents within the U.S.A. The island of Puerto Rico itsell holds about 2,300,000 people. Opinions vary whether PR is or is not included in "Spanish-speaking" counts; some marketers do, some don't, depending simply on whether their company has distribution on the island. (Bureau of Census treats it separately; many ad agencies have no domestic budget for PR and handle the island's advertising through their international divisions.) When the Puerto Rican comes to the mainland, he vanishes — at least, statistically speaking. The PR Commonwealth keeps track of outgoing numbers, and attempts to trail the migrant. No fully reliable figures are available for the PR populations on the Eastern seaboard: of New York, for example, semi government sources report about 800,000 PR's in the city area: most marketers stick with a conservative 1,000,000 Spanishspeaking; some have evidence which persuades them the true figure is anywhere from 1,100.0(10 to 1 ,300,000. (Here's a typical sampling: the respected newspaper El Diario estimates 1,060,000 PR and other Spanish-speaking people; radio station WHOM takes a careful 925,000; the Department of Immigration beats both, by quoting 1,205,000). Troublesome though this variation may be, it's a mere nuance compared with the near-chaos that marketers report from their probing of the West Coast and Southwest states. Spanish-speaking people were, of course, the original settlers of much of those regions; there's now a large element of the total population which is of Spanish/Mexican descent and has been around for anywhere from seven to 10 generations. Most of these people (it's claimed) arc bilingual, with Spanish the preferred tongue in personal life and some business relationships. Yet this demogiaphic ally important group shows no trace in Census reports, anil is lumped with "white" residents. Responding to the needs of industry, the Bureau attempts to produce some sort of a figure by counting Spanish surnames. This is a help, but it still doesn't cover those who have anglicized their names (and this is known to be considerable) and those who had AngloSaxon names to begin with (a common trait in Latin countries.) To compound the confusion, at least in the Border states, is the known large number of Mexicans who come to the U. S. as migrant workers; who come legally across the border to shop; and who also come illegally to work short-term. (In Californian ports-of-entry (Please turn to page 54) -? — *i*i'» " T distinct buying habits and clear-cut brand preferences BRAND PREFERENCES 1. Manufacturer Kellogg Dry cereal Share of market 45.9 17.0 Percent behind leading brand 00 28 Brand Carnation 3. Canned milk Share of market 44.2 Percent behind leading brand 00 Post Pet 42.8 2 General Mills 6.9 39 Borden 2.0 42 Nabisco 1.9 44 4. Brand Cleansing powder Brand Corn Flakes 18.2 00 Cheerios 15.1 3 Ajax 50.3 00 Rice Krispies 5.7 12 Comet Old Dutch 32.8 8.8 17 Sugar Pops 2.8 15 41 Brand 2. Flour Brand 5. Toothpaste Gold Medal 49.9 00 La Pina 24.9 25 Colgate 60.4 00 Sperry's 7.2 42 Gleem 16.7 43 Pillsbury 5.0 44 Crest 9.3 51 Betty Crocker 1.9 48 Pepsodent 3.3 57 Source: Far West Surreys Ine. Survey of 401 households in the San Franeiseo area. 19H2 SPONSOR/5 November 1962 11