Sponsor (Oct-Dec 1964)

President and Publisher Norman R. Glenn S^ sponsor OCTOBER 19, 1964 • VOL. 18, NO. 42 35 Air media: doorway to the U.S. Spanish-speaking market Growing awareness of the market has triggered growing use of Spanish-directed media, particidarly radio 36 Fact and fallacy about the Spanish-language U. S. market How [yig is it? How high its income? How dominant the language? Is it brand conscious? How do you reach it? 41 Spanish-language air media open door to burgeoning market In U.S. markets where the Spanish language is an important form of basic communication, radio and tv stations serving this ethnic segment find their audiences growing steadily 44 Spanish-language air media help ne^vcomers Spanish-speaking persons new in this country find the media helpful in "Americanizing," while they maintain ethnic ties with Spanish heritage 46 Want Spanish-language availabilities? Here are the top reps in this field 49 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 fust because SPONSOR® Combined with TV, U.S. Radio, FM® is published weekly by Moore Publishing Company, a subsidiary of Ojibway Press, Inc. PUBLISHING, EDITORIAL AND ADVERTISING HEADQUARTERS: 555 Fifth Avenue, New York, N. Y. 10017. Area Code 212 MUrray Hill 7-8080 CIRCULATION, ACCOUNTING AND DATA PROCESSING HEADQUARTERS: Ojibway Building, Duluth, Minn. 55802. Area Code 218 727-8511. CHICAGO OFFICE: 221 North LaSalle St., Chicago, III. 60601. Area Code 312 CE 6-1600. LOS ANGELES OFFICE: 1655 Beverly Blvd., Los Angeles, Calif. 90026. Area Code 213 628-8556. ST. PETERSBURG OFFICE: 6592 North 19th Way, St. Petersburg, Fla. 33702. Area Code 813 525-0553. SUBSCRIPTIONS: U.S., its possessions and Canada $5 a year; $8 for two years. All other countries, $11 per year. For subscription information write SPONSOR, Subscription Service Department, Ojibway Building, Duluth, Minnesota 55802. Second class postage paid at Duluth, Minnesota. Copyright 1964 by Moore Publishing Co., Inc. EDITORIAL Editor Sam Elber Feature Editor Charles Sinclair News Editor William S. Brower, Jr. Special Projects Editor Ben Bodec Managing Editor Don Hedman Senior Editor William Ruchti Associate Editors Barbara Love Melvin J. Silverberg Gayle Hendrickson Editorial Assistant Patricia Halliwell Contributing Editor Dr. John R. Thayer Washington News Bureau Mildred Hall Field Editors Ernest Blum (East) John Bailey (Midwest) Production Editor Emily Beverley Regional Correspondents James A. Weber (Chicago) Sheila Harris (San Francisco) Frank P. Model (Boston) Lou Douthat (Cincinnati) Margaret Cowan (London) SALES many agencies ignore this media opportunity New York Gardner Phinney 52 Contests and premiums Norman Gittleson Special promotions are popidar in the Spanish-language field Chicago Jerry Whittlesey 53 Directory of Span ish-ianguage stations Los Angeles Boyd Garrigan DEPARTMENTS St. Petersburg William Brown Calendar 68 Publisher's Report 8 Advertising Production Louise Ambros Changing Scene^ 62 Sponsor Scope 26 Friday at Five 3 Sponsor Spotlight 66 Inside Sponsor 10 Sponsor Week 17 ADMINISTRATION Letters 10 Week in Washington 13 Editorial Director Ben Marsh Production Director Horry Ramaley Circulation Director Joe Woiking Data Processing Manager John Kessler Advertising Promotion Dwayne R. Woerpel Circulation Promotion Gerhard Schmidt SPONSOR