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Puerto Rico's "Operation Bootstrap" has made the historic island a showcase for economic development, but not all broadcast admen realize the values which exist there for 1964-65
... but second look shows that Puerto R!co is enjoying modern boom, exemplified by graceful swirls of a major traffic intersection.
lin U.S. island commonwealtli
■ If Columbus were to re-visit Puerto Rico today, he would promptly flip his peluca.
Indeed, wig-flipping is a common phenomenon among visitors to Puerto Rico today, particularly among executives of large mainland air advertisers — such as Kellogg, Alberto-Culver, Chevro
, let, Avon, Liggett & Myers, Corn Products, to name just a few — whose representatives have visited the island to scout possibilities.
Yet Puerto Rico still lags in receiving its share of most U.S. ad budgets, largely because it is a real
' marketing oddball:
• Puerto Rico is the only sizable U.S. market where English is the minority language. Most Puerto Ricans, even those fluent in English, speak Spanish most of the time, and a somewhat Puerto Ricanized version at that. The island definitely belongs in the category of Spanish-language U.S. markets, but it's not the same Spanish as spoken along the Mexican border
, or by Cubans resident in Miami or other cities. (See "Air Media: Door
I
November 16, 1964
way to the U.S. Spanish-Speaking Market, Sponsor, Oct. 19, p. 35.)
• Economic and business life is oriented toward the U.S. mainland, since Puerto Rico is U.S. soil. Yet life at home in Puerto Rico is highly Latinized, and not unlike that of many countries in South or Central America.
• Puerto Rico is not a U.S. state, but it's not exactly a non-state either. Technically, it's an eslado libre associodo (an associated free state) which operates as a commonwealth. It does not have senators and representatives in Congress (a situation many Puerto Ricans think is just dandy, since it thus avoids U.S. federal taxes) but is governed by federal laws and its own island government. The U.S. dollar is the currency, and there are no tariff or immigration barriers with the United States.
• Radio and tv stations in Puerto Rico — there are some 45 AM and FM stations on the island, and a dozen tv outlets — are licensed by the FCC. However, they are not "U.S. stations" in the strict sense.
and station policies are more similar in many cases to the casual restrictions of allowable commercial time to be found in Latin America than to the code standards of NAB.
• Puerto Rico has little mineral or natural wealth, and half of the productive acreage on the island is planted with sugar cane. Yet it is no longer a strictly agricultural economy. Lured by the advantages of the island's tax structure and labor market, more than 50 large U.S. corporations have invested $750 million in plants making everything from ball bearings to tv sets.
• By U.S. mainland standards, Puerto Rico is still in the "economically underprivileged" category as far as per capita personal income goes. Right now, this figure stands between $750 and $800 and it won't top $1000 until about 1968. However, in the Latin American picture (and Puerto Rico is as much Latin American as it is North American) the island is pushing Venezuela hard for top spot in per capita net income. Further
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