Sponsor (Oct-Dec 1962)

the undoubtedly higher figures for Arizona, New Mexico and Texas.) In preparing iliis special report, sponsor editors sifted several hundred reports, surveys and other listings prepared by Government, industrial, municipal and broadcast sources. Their conclusions are presented — not as a definitive report— but as an editorial balancing of available evidence, which leads to the following tentative population totals for Spanishpeaking Americans: State, Region or City Population California .... . 1,426,538 Texas . 1,417,811 New Mexico .. 269*122 Arizona ._.. 194,356 Colorado ._ 157,173 New York . . 1,205,000 Chicago 275,000 Miami 261,000 Tampa 100,000 Philadelphia-Camden 75,000 Puerto Rico ..__ _ 2,345,983 TOTAL 7,726,983 The sponsor total is thus about 1% million above conservative estimates, and nearly 2 million below some estimates which are currently in circulation. If there's a lack of precision in the basic head-count, marketers are not surprised to find similar blurring of the outline in other socioeconomic characteristics. Estimates of average income vary widely: one of the few recent, semi-national reports was undertaken by The Pulse Inc., which returned median family income of $4,360, out of interviews in 15 markets. The level in some markets, however, may well be higher: the oxerall result appears to be a median which is about $1,000 below the national family figure of $5,660. Employment information supports the view that Latin income is higher than previously conjectured. Pulse's 15-market survey found 34% of the sampling of male heads working in service or unskilled manual jobs — or a minority, compared with the 40% in semiskilled operative and skilled (raftsman categories, plus 15% in white-collar and self-employed groups. The "bigness" of the Spanish market also is uncertain, in terms of how money is spent. Most mar you'd have a specialist's savvy of Latin markets. Our telling selling musical spots are doing the job for Chesterfield/JWT L&M/JWT Rheingold Beer/JWT Pond's Creams/JWT Camel/Wm. Esty Pepsi Cola/BBD&O Campbell's Soups/ BBD&O Gillette Razor/ McCann-Erickson Lucky Strike/Gotham Vladimir Borden's/ Nat'l Export Advert. and others If Your Campaign Won't Translate We Create marco rosales, director 143 w. 73rd street new york 23, n. y. en. 2-7400 the latin^^L s , sOund • Spanish language advertising consultants • radio-tv jingle packages keters are working on the hunch that the bigger (4.9 member) Latin family is a better customer for basic foods and impulse items, such as beer and cigarettes, than his Anglo counterpart. (Pulse records weekly grocery bill at $24; if nationally applicable, this woidd make the Spanish-speaking American one of the most desirable supermarket customers.) Tv set penetration is probably about 65% (this is a sponsor estimate, about midway between rival claims) . But the extent of Latin viewing is seriously questioned by many marketers, who want to know just how popular is Englishlanguage video. One body of opinion is that Latin viewing is confined to the simpler action dramas, where dialogue plays a minimal part in understanding of plot — but a few major advertisers have done vest-pocket surveys which appear to show that the Spanish-speaking viewer is exposed to a wide range of programs. (Indirectly, one answer to this question may be found in the SELLS TO 1A MILLION LATIN CONSUMERS IN THE SAN DIEGO TIJUANA METRO AREA, WITH 100% SPANISH PROGRAMMING ALL DAY, EVERY DAY! Virtual geographic serverance has created the "free port" of Tijuana where large, efficient and modern Supermarkets feature huge stocks of U.S. brandname products! NVESTIGATE this "sleeper market:" n New York Call "]$$/ — YU 6-9717 Suburban San Diego, CHULA VISTA, NATIONAL CITY, SAN YSIDR0, and others are dominantly Spanish-speaking! Affiliated with the panish^jWW g Wlarket §roup SPONSOR/5 November 1962 55