Sponsor (Oct-Dec 1964)

Record Details:

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S££ik£k^L^&i.l Parades in Spanish-speaking areas of Los Angeles are covered for Spanishlanguage tv homes by KMEX-TV, ethnic-slanfed •v UHF independent. while maintaining ethnic ties with Spanish heritage International stars of Latin-American world .get a big play in Spanish-language U. S. I broadcasts, and help form a "bridge" between .United States and ethnic homelands. Here, I noted dancer Jose Greco (c) is interviewed for "La Hora Latino" on Tampa's WSOL. Pro, grams even go to local cigar factories. '^JIjifiAoac-^A-^.. KOXR Oxnard, Calif, staged promotion with a traditional Mexican "mariachi" street band at Morning View Homes, a housing project in Spanish-speaking area which sold several houses via radio commercials aimed at emerging MexicanAmerican middle class. On another WBNX front, station pitched in to help raise funds for annual "Puerto Rican Day" parade by staging "Marathon" which raised several thousands. Puerto Ricans in New York ma:ntain close ties with island commonwealth, like heavy diet of news of homeland, baseball results, election reports, storm warnings and so forth in fheir radio fare. Strong premium offer on KVOZ Laredo was offer of "Virgen de Guadalupe" plaque in exchange for Pet milk labels. Listeners, largely of Mexican descent, mailed in over 80,000 labels. |ln another Pet milk promotion on same station, 70,000 labels came in for nylon mantilla. Sponsor runs two or three premiums annually. When town of Alazan in Mexico was struck by smallpox, Fresno's Spanish-language KXEX organized relief mission among station's MexicanAmerican listeners, dispatched an airlift of supplies and clothing across border to aid refugees. Newsman Victor Gacia of KXEX covered story for radio listeners, anxious to hear word of their Mexican relatives. Los Angeles County Fair this year pulled big attendance (over one million), with a key attraction being section called Mexican Village, featuring folk art, music, food. Spanish -language KWKW, which covered Republican Convention in Spanish, set up booth in Mexican Village, plugged such sponsors as Lucky Lager, Folger's Coffee. October 19, 1964 45