SPANISH RADIO TALK SHOW BRIDGES ADVERTISER DIFFICULTIES FOR U.S. HISPANIC AND
LATIN AMERICA REGIONAL MARKETING
Conversemos Esta Noche Launches - Mon., January 1, 1996 - 10:00pm-12:00mid
Eastern Time
WASHINGTON, D.C. (September 1, 1995) - A Washington, D.C.-based
Spanish-language radio call-in talk show starting January 1, 1996 will
provide regional marketers with a single advertising venue for reaching both
U.S. and Latin American Hispanic audiences.
The two-hour nightly program, called Conversemos Esta Noche, which means
Let's Talk Tonight, will be heard on Spanish-language radio stations seven
days a week via satellite from 10:00 pm until 12:00 midnight Eastern Time and
will feature guests from the worlds of politics, industry, arts and
entertainment-- in other words, the facinating and newsworthy men and women
that shape events in the new world. Listener participation will be integral
to the program through toll-free telephone access available from anywhere in
the United States, Central and South America and the Caribbean.
Hispanic consumers in the U.S. and Latin America share a common language, but
cultural differences can complicate a regional marketing approach. Bridging
those differences for advertisers is what Conversemos Esta Noche is all
about. The program will offer a wider perspective, common ground and the
opportunity to share opinions and ideas with others throughout the Americas
in a way that doesn't normally exist in typical Spanish radio programming,
which often targets a specific culture or nationality.
Conversemos Esta Noche will be hosted by two Washington, D.C.-based
journalists, Eugenio Gutierrez and Armando Trull, whose combined experience
encompasses over fifty years of coverage spanning Latin America's "old and
new order."
Eugenio Gutierrez of Chile has travelled the globe covering the biggest
stories of the past thirty years. Assignments in 86 countries have brought
Eugenio face-to-face with hundreds of the most influential people who have
shaped world events in the fields of politics, economics and the arts. As a
journalist, his credits read like a "Who's Who" of the most prestigious
international news organizations, newspapers and magazines: Reuters, Agence
France Presse, United Press International, Voice of America, El Mercurio,
Cosas, Caras, Semana de Bogota and Caretas.
Armando Trull of Cuba, co-host and Executive Producer of Conversemos Esta
Noche, represents the "new wave" of Hispanic journalists who embody a
different perspective; local in essence, but global in scope. Serving as News
Director of the CBS Americas Radio Network, a joint venture of United Press
International and CBS Radio which he helped create in 1993, Armando has
covered diverse issues that affect the daily lives of the millions of
Hispanics living in the United States today. He also covers Washington for
Colombia's CMI Television network and the BBC's Spanish News Service as well
as being a frequent contributor to Mexico's Radio Red, Radio Formula and
Radio Educacion.
"Radio is the most used of the mass media among Hispanics regardless of their
age," says Armando Trull. "Demographic research shows that ninety-six
percent of all U.S. Hispanics listen to radio twenty-five and a half hours
every week; and with ninety million radios in use among the Spanish-speaking
countries of Latin America, no other medium comes close to its pervasiveness.
In fact, a recent report published by the Freedom Formum's center at Columbia
University finds that in much of Latin America, radio remains the most
important medium, in some cases serving as the single news source for many
people." He went on, "My goal is to make 'Conversemos Esta Noche' appointment
listening among Latinos across both continents who need or want to be better
informed."
By the nature of it's content, Conversemos Esta Noche's target audience leans
decidedly towards the more affluent and educated end of the listener
spectrum. To build it's audience base the program will be launched with an
aggressive promotional campaign, including television, newspaper and magazine
advertising, listener contests and promotional merchandise as well as
interactivity via the Internet. For listeners in areas of Latin America not
served at night by a strong local station, Conversemos Esta Noche will be
broadcast on the Christian Science Monitor's 500,000 watt shortwave radio
service, which blankets all of South and Central America and the Caribbean.
Advertisers will be included on the shortwave broadcast at no additional
cost.
A limited number of category-exclusive advertising sponsorships are available
to marketers. Companies interested in seeking more information on Conversemos
Esta Noche should contact:
Network Americas
7483 Broken Staff Street
Columbia, Maryland 21045 United States
Telephone: 410.381.5989
Fax: 410.381.0381
Internet email: americas@aol.com