Sponsor (May-Aug 1957)

SPOT RADIO continued part-time Latin stations; Rio Grande I alley area, about 350.00(1 Latins on -v -idc plu^ luniiis audience across border, four stations; El Paso, about iiii', Spanish with bonus market of I J 10.000 in Juarez, Mexico, two stations in Juarez; San Francisco Hay area, one Latin station in San Diego; Corpus Chrisli. about l.V, Spanish, two stations; Nuevo Laredo and Mexico-Laredo, about 100.000 Latins in this market, served h\ several stations. tlbuquerque area, about 125. ()()() Latin Vmericans in (In market, one fulltime station. Two Spanish language networks bave been formed — Sombrero Network and National Spanish Network. Q. Who are some of the national clients heavily in Latin-American radio? A. Here arc some of the major nationals using this kind of radio: Camels. Falstaff Beer, P&G, Pall Mall, Sal Hepatica, Folger's Coffee, Nescafe, Nabisco. Jell-0, Fleec) \\ hite. Black Flag, Luck\ Strike. Pet Milk. \-\\ a\ Cold Tablets. Colgate's Halo. Ex-Lax, Scott's Emulsion, Big Top Peanut Butter. Only a part of the picture! WWOK ain't first . . . YET . . . but from the bottom slot, in twelve short months, we're only two away from top spot on weekdays . . . solid first on Sundays ! Greatest audience increase of any one of the six stations in the market. 1000 WATTS/1480 KILOCYCLES CHARLOTTE, NORTH CAROLINA Latest Pulse puts WWOK hard on the heels of the BUYING housewife when she's ready for a music lift. Better grab this potent force in the Charlotte trading area. Stars National, Inc., national rep/Jas. S. Ayers, Southeastern rep. Flav-R-Straws, Gre\ hound Bus, Carnation, Italian Swiss Colony Wine. A lot of these bu\s are for o2 weeks. Q. What types of programing are most popular with Latin audiences? A. First love of the Latin American is music, and his native rhythms hold top rank. But U. S. pop music is also well liked. Second to music in reaching this audience is the Spanish version of the soap operas which do not go on forever hut close in 00 to 300 episodes. Most popular format for LatinAmerican newscasts are the five-minute headline type with strong emphasis on local and Latin affairs. Q. What are the prospects for Spanish radio this season? A. Arthur Cordon, of National Time Sales which represents National Spanish Network, reported that the first five months of this \ear was the best period in seven years for its Spanish stations. The increase is continuing and the upcoming sea-on looks particularlv healthy. This is in large measure due to old clients staying while new ones move in. Q. What are some do's and dont's for clients planning Latin American radio spot campaigns? A. Here are ju^t a few tips offered by Richard OConnell. whose firm specializes in Spanish market station representation and represents Sombrero network: 1. The Latin American actually appreciates the use of his language by a national product. This sense of recognition is of tremendous importance to him as the purchaser. 2. Merchandising is important. Displays and cross-plugs within programs sponsored by retailers are vital because almost all retail advertising on that level is done via Spanish tv or radio. Newspapers have little place in the Latin American's life. 3. Clients should not feel that Spanish radio requires a "special"' budget. It should he part of the regular budget going to these markets just as in the case with French radio in Quebec. Q. What kind of commercials are most effective for Spanish radio? A. According to Richard OConnell jingles are verv successful in Latin American broadcasting. Main of the famous American jingles I Lucky 160 TV AND RADIO BASICS