Sponsor (Oct-Dec 1964)

Want Spanish-language availabilities? Here are the top reps in this field ■ Although there are phins for everything from program interchange to a Spanish-language radio news service in the works, there are at present no true "networks" of Spanish-language radio or tv stations in the United States or even on the Mexican side of the border. The simplified buying in a network pattern, however, is available to a large extent through station representatives who specialize in the Spanish-language field. Because of the nature of the business, these reps perform not only as time sellers but as program consultants and commercial advisers to agencies and stations. Following is an alphabetical list of station representatives in the Spanish-language broadcast field. • The Latin Network: Newest station rep in the field. TLN is actually an international group of radio stations (three in United States, all of which are UBC outlets, plus eight over Mexican bor TOP 10 AGENCIES IN SPANISH-LANGUAGE FIELD These are the 10 agencies most frequently mentioned in connection with accounts advertising in a SPONSOR survey. 1. Glenn Advertising, Inc. 2. Batton, Barton, Durstine & Osborn, Inc. 3. Gardner Advertising Co. 4. William Esty Co. 5. J. Walter Thompson Co. 6. Erwin Wasey, Ruthrauff & Ryan, Inc. 7. Tracy-Locke Co. 8. Post-Keyes-Gardner, Inc. 9. Dancer-Fitzgerald-Sample, Inc. 10. Wade Advertising, Inc. der). Pricing is modest, and a minute spot can be had on each station for total package price of $50. Sales are handled through United Broadcasting Co., whose owner, Richard Eaton, has been pioneer in ethnic broadcasting. Sales offices or contract representative deals can be found in New York, Chicago, Atlanta, Washington and Mexico City. • National Time Sales: Handles sales for National Spanish Language Network in single-invoice purchase, with translation and production services available. Radio stations are in a trio of Mexican border cities and a dozen U.S. markets, including California, Miami and San Antonio. Firm has offices in New York and Chicago, with authorized reps in Atlanta, Los Angeles and San Francisco. NSLN has featured offer of 10 percent discount for full group buy. • Richard O'Connell: Functions as a consultant firm and as sales rep for The Sombrero Group, three Spanish-language stations in Texas plus two Mexican stations and a Tucson outlet. All are radio stations. Office maintained in New York City, and in association with Pearson National Representatives. • Spanish International Network Sales: Handles time and program sales to U.S. advertisers for seven tv outlets with full-time Spanishlanguage programing. Two (both UHF stations) are in U.S. markets: KMEX-TV in Los Angeles and KWEX-TV in San Antonio. There is a family tie between this group and Mexico's highly successful Telesistema Mexicano, with a number of Telesistema's programs (soap operas, bullfights, etc.) carried on the U.S. stations. Remaining five SIN stations are in key Mexican border markets. Firm maintains offices in New York, Los Angeles. • Tele-Radio & Tv Sales Inc.: Primarily handles the Spanish Key Market Group of stations in California, Florida, Texas and other Spanish-speaking areas. Also represents production and agency services in New York and Miami. All outlets are radio stations, although the firm is contemplating tv activity. Makes color films available on markets in which firm has represented stations. Special regional sales office for Spanish-language radio, handling nearly two dozen stations in Southwest, has been opened by firm in Dallas, with Jack Riley as manager. ♦ TOP 10 CLIENTS IN SPANISH-LANGUAGE FIELD These advertisers air commercials most frequently on Spanish broadcasts, according to a SPONSOR survey. List is in order of frequency of mention. Product Advertiser Quaker Oats Co. Ford Motor Co. Falstaff Brewing Co. Jos. Schlitz Brewing Co. Jackson Brewing Co. Lone Star Brewing Co. Pet Milk Co. Carnation Co. Masa Horino tortilla flour Ford cars, trucks Falstaff beer Burgermeister beer Jax beer Lone Star beer Pet evaporated milk Carnation evaporated milk Theo.Hamm Brewing Co. Hamm's beer R.J.ReynoldsTobaccoCo. Winston, Salem and Camel cigarets Agency Glenn JWT Wade D-F-S Post-Keyes-Gardner DCSS Glenn Gardner EWR&R Campbell-Mithun William Esty I 46 SPONSOR