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La Rosa follows
the Skippj pattern
Selective* railio isn't now io this Italian firm. Imii ro;i< Eiini: I !■« ^oncral market is
The same incisive business acumen that lifted V. La Rosa and Company from a neighborhood store t., the largest producer of macaroni products in its distribution area, the Middle Atlantic Slates, has characterized the firm's use of radio ever since it started in that medium in 1930. La Rosa from the beginning knew where it was going and what route it had to take to get there — and it found bilingual broadcast advertising a dependable conveyance for traveling that route.
I. a Rosa's real beginning as a major producer of macaroni and spaghetti arrived when it became the first Italian manufacturer of those products to package them. I ntil then.
the so-called Italian-type spaghetti and macaroni (as opposed to the differently-produced American product made by Mueller's and other non-Italian manufacturers) had been sold loose, and brand identification was relatively impossible. La Rosa introduced its traditional Italian foods in one-pound packages in New York, and thereby staited itself on the way to becoming the top name in macaroni products in its area of distribution.
The company knew that its economic foundation would have to be the Italian market, that any expansion into the American market would have to come later, and would have to be based on what could be achieved financiallv through the East Coast's
large Italian-speaking population. So La Rosa turned, almost 19 years ago, to radio to reach the huge firstand second-generation Italian-American population along the Atlantic seaboard.
To insure its sales message getting to the older (and spaghetti-buying) members of Italian and Italian-American families. La Rosa went on WOV, the New York station delivering the largest Italian listening audience, with an Italian-language program whose format has varied little in the 19 years it has been continuously on the air since its debut in 1930. The only major differences between then and now are the substitution of recordings for the live singers and orchestras of
LA ROSA BEAMS TO ENGLISH-SPEAKING MARKET WITH TRANSCRIBED DRAMA SERIES WHICH STATIONS PROMOTED TO THE HILT
*MERXxlJ.AY VomPlete (J CO * EVERY DAY a
* * haK hour drama jCLJVOSCI HOLLYWOOD
HOLLYWOOD THEATRE "f STARS
WCAU
M on. thru. Frir 9 : 30 to \0 a.m. *