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Spanish-language air media help newcomers to ''AmericaniJ^'
Public service show aimed at some 500,000 Spanish-speaking residents of Northern California is weekly 15-minute series featuring bilingual SSgt Angelina Laguna as a d. j. recruiter for WACs. Spanish-voiced KOFY received commendation from Army brass for work done by Charles Lynn (I), Frank Crennan.
It's "Se habia Espanol" with this Santa. He's William Valentin Rico, without his whiskers, news director of Spanish-language independent WHOM New York. He has made this an annual stint at Christmas party sponsored by station for Puerto Rican youngsters familiar with mainland customs who speak Spanish.
Mainland fondness for beauty contests has counterpart in New York Spanish-language market, where WADO this fall held windup of "Miss Latin America" contest sponsored by Schlitz. Over 1100 people attended special coronation ball. Winner, Inez Delgado, is in center, pictured with two runner-up finalists.
Former Cuban radio-tv star, bilingual Maria Gutierrez conducts Spanish-language homemaking show on Miami's WMIE. Her specialty is helping Cuban refugee housewives to understand American-style weights and measures, recipe directions, meat cuts, etc., since many had depended on household servants.
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In-store merchandising aids Spanish-language commercials to make their final sales impact, and is widely practiced among large-market outlets aimed at Spanish-speaking newcomers. In Miami-area store, Carlos Borges (I), WFAB account exec, looks over Budweiser promotion with Guillermo Nunez, owner.
Beer is a heavy consumption item in Spanishlanguage homes, and major beer brands in Spanish-speaking areas compete strongly for new customers. P. Ballantine & Sons (with R. J. Reynolds) sponsors Spanish broadcasts ' of Yankees on WHOM features sportcasters ' Jose Ramon Diaz (I) seen with Yogi Berra.
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