Sponsor (Jan-June 1952)

SPANISH-SPEAKING AUDIENCE \ ou may be interested in a comparison of tlie time buyer reaction to \isits of people from two stations serving Mexican American audiences — the \ i-it~ being about a \< ai apart. \\ lien Frank Stewart, general manager of KTXN Austin. Texas, visited agencies last year he found — as had we — that agencies knew little or nothing of the potential of Spanish language radio in the Southwest. . . . Since then man) major national advertisers have learned the role radio serves in influencing sales among the several million Mexican-Americans in 1 1 xas, Arizona, New Mexico, and California. During May. we made the agency rounds with Juana Maria, who has R daily hour long women's program on the wholly-Spanish XEO of MatamorosBrownsville, Texas and XEOR of Reynosa-McAllen, Texas. No mere polite interest this time. She was in New York one week and saw nearly 25 buyers and account executives, who not only plied her with specific questions and in every way evidenced both a keen interest in marketing and radio in Spanish, but also indicated that Spanish language business will be getting greater budgets. The list of major U. S. advertisers using XEO and XEOR, for example, to reach the 250,000 Spanish speaking people in the Lower Rio Grande Valley of Texas, is quite substantial, and is rather amazing when it is realized that it has come about mostly within a year. We think Harlan G. Oakes, head of his own rep firm in Los Angeles who first saw the rich potential of Mexican American radio, pioneered in selling it to national advertisers and subsequently appointed us as his associates in New York, sponsor magazine, and people like Pedro Meneses, Jr. of XEJ Juarez-El Paso. Frank Stewart of KTXN, Bob Pinkerton and Juana Maria of XEO-XEOR, deserve a lot of credit for introducing sponsors to a new, hitherto untapped market. Arthur Gordon, Sales Mgr. National Time Sales, A. Y. LOCAL VS. NATIONAL RATES Readership of sponsor is certainly intense, particularly if one makes a mistake as I did in your 23 April issue. In your story covering the discussion of local and national rates at the Southern California Broadcasters Association meeting, I was correctly quoted as having mentioned that the D'Ar< \ agenc) supplied KIST with specially written localized copy for Canada Dry ginger ale on the Uncle AI and Nix Animal Pals program. This was a slip of the tongue as the agency is J. M. Mathes. Inc.. and, among others, I have a polite note from W. B. Brayton. account executive of the offended agency, calling attention to my error. I unhesitatingly apologize for my error and I should like now to make the point I was trying to make to the broadcasters: namely, that some agencies go so far as to supply local copy, specially prepared for co-op advertising. This, I think, is a useful service, but I was wondering how the agency gets compensated, because we sell the Canada Dry distributor in Santa Barbara at the local rate, and the agency gets no commission. Presumably, J. M. Mathes performs this service for its client, but I don't know how this or ulher agencies get paid for it. Co-op advertising is a substantial source of lecal business for all radio stations, and most of it is handled on the local rate. I hope the agency gets paid for its work, for a lot of man hours would be required to localize cop) for all of the Canada Dry distributors. Harry C. Butcher Owner-President KIST Santa Barbara, Cal. TV DICTIONARY I would very much appreciate receiving two or three copies of your Television Dictionary Handbook. We of Richfield have heard many favorable comments regarding this booklet and are very interested in seeing it. Peter F. Tulcasi Merchandising Department Richfield Oil Corp. Los Angeles, Cal. tHE spot: I WBNS Radio has a point to prove and facts which add up to an answer sponsors like to hear. Here's why sponsors profit from spot announcements on WBNS: Domination of 24 Central Ohio counties, 1% million strong, that spend a billion dollars annually. WBNS carries the 20 top-rated programs with more listeners than all other local stations combined. For more sales, put Central Ohio's only CBS outlet to work for you. mm CENTRAL OHIO'S ONLY ASK JOHN BLAIR 30 JUNE 1952