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ROGRAMMA
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TRASMESSO DALLA RADIO STAZIONE
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ALU 12:30 P.M. OGMI GIORHQ oal LUNSDIal SABATO
LA ROSA BEAMS TO THE ITALIAN MARKET WITH DAILY VARIETY-DRAMATIC PROGRAM OVER SPECIAL NETWORK FROM WOV
the program's early years, and an added emphasis on the serial dramas which have always made up the second quarter-hour of the show.
The program is 30 minutes six times a week (12:30-1 p.m.) — the half-hour length being a "must" in Italianlanguage radio, if the advertiser cares about prestige among listeners. The song-and-drama format is also almost an invariable in this branch of radio selling, and La Rosa was ( and is I taking no chances by not conforming to Italian -language broadcastings mores.
The Red Rose Radio Theatre is fed from WOV to an eight-station network that includes WHAT. Philadelphia; WRIB. Providence: WMEX, Boston; WHOD, Pittsburgh; WOKO. Albany; WSCR, Scranton; WGNY, Newburgh, and WGAT. Utica. An indication of the size of the market
leached can be seen in the Italian population in the New York metropolitan area alone — 2,100.000 people comprising 562.000 families. Sets-inuse for the latter total 27.6%, as against 23.7% for all New York City families, according to a Pulse survey. The fact that radio seems to be a more important factor as a source of news and entertainment in Italian homes than in New York homes generally is allegedly traced to language and cultural considerations.
La Rosa has never doubted that its steady use of Italian-language radio through the years contributed more than its share to the emergence of the company as a leader in the macaroni field. But it also realizes that one day in the foreseeable future its 19-year-old standard bearer in radio will no longer be necessary. There is a slow but inexorable change occur
ring in the La Rosa market that some day will call a halt to the firm's bilingual radio activities.
The Italian market which lor so long had been the backbone of the La Rosa market is gradually d\ ing. The older generation of native-born Italians is giving way to their Americanborn children and grandchildren, most of whom speak little or no Italian: and Italian immigration into this country has been virtually nil for years.
But as the Italian market slowh declines for La Rosa, its progress into the American market has been increasing constantly since its distribution through the Northeastern U. S. began to average 90%. Typical of La Rosas inroads into markets other than strictly Italian was the addition of egg noodles to its line of products. (Please turn lo page 52)
HOLLYWOOD THEATRE OF STARS IS SYNDICATED, BUT C. P. MACSREGOR MAKES IT A LA ROSA SHOW VIA DISK COMMERCIALS
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