Sponsor (Oct-Dec 1962)

RADIO/TV {Continued from page 42) son, via videotape and jet-plane) and promotes its personalities heavily, in both broadcast and print. Result: Schaefer is "unquestionably first" in the Spanish market of New York City. Pepsi-Cola occupies the same enviable place, on the national soft drink scene. (Since bottling is franchised, it's easier for regional bottlers to capitalize on a local situation, such as a heavy Spanish population.) Pepsi takes trouble with its radio and print copy. Its marketers insist on using Spanish, for both the recognition-invitation factor and also because idiomatic English is extremely difficult to understand. (What's the exact meaning of "Pepsi — for those who think young"?) One specialist NY agency, QuinnLowe, Inc., recently documented the impact of Spanish copy on (Please turn to page 54) iCARAMBA! We didn't have time to fix a fancy ad, but businessmen in San Antonio know in order to reach the 300,000 Spanishspeaking San Antonians, they must use Spanish radio. You can't sell these people unless you use Spanish radio. The majority listen to KUKA. KUKA is "primera todo el dia." To get the full story on San Antonio, call National Time Sales in New York, Harlan Oakes in California, and Barney Ochs in Atlanta, or call Alex Coe or Norman Fischer collect at CA 5-5757 in San Antonio, Texas. KUKA San Antonio 1250 KC Arthur Gordon Reps recap the lesson they've learned Station reps share much of the credit for today's healthy roster of major advertisers on Spanish-language radio/tv. How's it done? Four leading reps here sum up the lesson they've learned in selling the medium: Warren Shuman, general manager of Tele-Radio & TV Sales (a station rep organization which represents The Spanish Key Market Group) told sponsor "the point is not the degree to which the Spanish-language market speaks or understands English, but rather how this group can best be sold goods. "In today's complex ad-world," he said, "the REACH of network broadcasting and national magazines does not always mean SELL. It is difficult enough to sell Englishthinking people with English copy without trying to sell Spanish-thinking people with English copy." Good programs make for good sales, says Freda Rothe, head of the self-rep firm for Spanish International TV. As the first Spanish-speaking tv outfit, SIN reports a growing list of major advertisers. SIN sales acts as rep for seven stations (5 vhf, 2 uhf) . Latins are "inveterate movie-goers," savs Rothe. "They also go all out for specific sports: bull-fighting, wrestling, jai-alai, and boxing. TV can fill these needs exactly." Richard O'Connell, exec, director, The Sombrero Network, bases this observation on 10 years in Spanish radio: "I've learned, above all, that a Latin-American, whether in the Southwest, New York, or wherever, is first and foremost A LATIN . . . and he clings to Spanish as his first language. "In our nation," O'Connell continued, "these five-million-plus Latins (similar to the French Canadians) are speaking and thinking (and mostly praving, too) in Spanish. Smart advertisers are thusly selling to them in Spanish, knowing that any market grateful to be addressed in its own language makes for a loyal market." Arthur Gordon, vice president and general manager of National Time Sales which represents the National Spanish Language Network, has announced that a $10-million goal in national/regional billing for 1963 was set as a "realistic target" by the NSLN stations at their Dallas meeting last month. Gordon says: "Some advertisers say they can't buy Spanish because they don't have a special budget for it. We believe that it will be a sign of marketing maturity when more advertisers buy Spanish as part of the basic needs of the individual markets." ^ Warren Shuman Richard O'Connell Freda Rothe 48 SPONSOR/5 NOVEMBER 1962