Newsday (Nassau Edition) from Hempstead, New York on October 20, 1986 · 146
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Newsday (Nassau Edition) from Hempstead, New York · 146

Publication:
Location:
Hempstead, New York
Issue Date:
Monday, October 20, 1986
Page:
146
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iVisnaTaMKilii To Beat Mediocrilty Dare to Be Afferent By Richard Sandamir FEW YEABS AGO Carlos Barba the ned- 'Chan- major Latin entertainers such a Joee Joee TMedia M dentofSpaniah-languageWNJU-TVj nel 47 was lunching at the poah La Gran- flullh r— tanrant irhnn hia fafawtiiij tii that the Durham of Windsor was eeated several ta-Mae away EhtfijdaT Bda aandfhe ex plained that her marriage toKing Edward VIII eanaed the monarch to abdicate hie crown "Wow! Thafe aomething elee" remarked Baiba Impressed Barba walked up to the dncheee and aid "Hello I’m Carlos Barba from Chain— I 47 Nice to meet you” There’ nothing shy about Carlos Barba From his oveniaed signature emblasoned on a slick press kit to the pride he takes in organising B of teenaged 1 frenxied adoration for Menudo the teenaged Puerto Kean singing group Barba views himself as a pro-- meter of Hispanic tele-: vision Barba a farmer star of daytime serials in his native Cuba has built a power base at WNJU over the past 15 years That influence is growing as he builds the NetSpan network to rival the entrenched ftmrinli International Network "He’s the Don King of Danish TV" said Bill Hansell vice president of the ad agency BBDQ Interaa- flnwl Tiw -Barba is pushing Spanish television during a period of intense interest in that particular medium In July Hallmark Cards Corp and First Capital Corp proposed buying the 13-station Spanish IbWiiiHiimI Communications Corp chain which includes Paterson NJ -based WXTVCh 41 for 33015 million Said Steinberg’s Reliance Capital Co P EA-TVCh" 53 in Lob Angeles and John Blair fa Co owns Channel 2 in Puerto THpi 1 And industry aouroM aay that Stein' berg maybe angling far WNJU which has in Teterboro NJ and which Barba runs from Us Park Avenue office WNJITs currant owners fad television producers Norman Lear and Jerry Psrenchio Barba holds a 5 percent stake Barba 50 is coy on whether WNJU is cIom to twhwr sold to He say tbara may be an acquisition or some typo of affiliation "We’re having conversations” he said The interest ofdeep-poeketad companies in Spanish TV may flannel mors money into more and better said industry expats which could spur advertising is incraas-ir on Spanish stations it is paltry compared with Engliah-language commercial stationa According to Hispanic Business magaiine 955 million in advertising was aoldpn SIN in 1985 $65 million in local time was sold on 8ICCa 13 stations and 930l5 million was sold on Spanisb-language inr dependentlfnch of WNJlTs fidmillianU expected 1986 revenues comes from advertising It is the difficulty in garnering ads and a desire ' ii- f MtmJ) W UriifU'l to broaden his some that led Barba to create Net-Span in January 1985 NetSpan is a loosely affiliated network of eight independent stations Three of them WNJU KVEA and WCIU-TV in Chicago sell advertising far the others all eight cany the same three houiM-day of programing plus specials x - "Stations share the worry or the network” says Barba "Ws-earn 15percant ummmisslon from sell-ing ads far KVEA and they earn 15 percent from us We’re protecting ourselves” NetSpan revenues buy novelaa immensely popu lar soap operas: movies and specials like cular a monthly variety show series that features Cartoa Barba president of Channel 47 aayshe’a businessman in Spanish television planners at ad agencies said Ne providing much-needed competition to much- SDI -The feet that i knowsNetSpan is there has really heated things up” said Diane JLibruri associate media director of Hispania p Advertising a unit of J a Walter Thompeon Co £ A SIN spokesman said the network is not worried much by Bar- ba’s NetSpan "Because of the superiority of our product” she -' said "we will get more than our share of advertising dollars” Of course Barba would not be able to build NetSpan without WNJU his 21-vearold flagship It is from there that Barba motes acts like udo And its place in ' the New York market makes it a potential magnet for advertis- Both WNJU and WXTV are being viewed with increasing favor by advertisers who hadjprevioualy hnii—ri Vanish-language television but companies are not emptying their wal- i -- “t fPf- '! t 9 is- 1 ’ v v T - s ysTT T f pV-s r ‘r -vV & Barba aayaWNJU’s ad revenues should grow about 18 percent ‘ to 915 million in 1986 al advertising WXTV i as a SIN haa had the advantage of national advertising that WNJU has not had until NetSpan’s Said Hansell: "Ad-Votieere are beginning to aee that this is a very important market on Anglo media can be rein forced by Hispanic radio and television1 - Joseph F Unarms vice president of Goya Foods hie tbs hugest advertisers on WNJU said "Both stations are effective methods to reach the Hispanic audience With' WNJU wa sometimes find a better delivery of mnMmnem with some Puerto Bican view- According to viewing figures compiled in March by Strafegyltoaearch Corp in Miami WNJU aged a 27J rating in prime time among Bpi H— lHn fin— IiuMm compared with WXTv’i ratine lne July survey of viewing by Arbitral gave WNJu an overall 1 rating in the fecal viewing mar-katiWXTV’s rating was not measureable 'whether the fanner Cuban heartthrob will see his wi A— come true — from extending WNJU1 lead over WXTV to making NetSpan a major net-work — remains to be sesiL Speakuag of Us place in Spanish TV he immodestly aay "I am the best show HE AUDIENCE that gathered on Wednesday night to view the first American — "lg of the winning commercials from the Cannes International : Advertising Film Festival just couldn't seem tn HMiamhala aw tin pmwxiilingi 'k-Their attention wandered as Terry Laugh-ran president of Screenvision Cinema Nrt-U ' worti" the U-9-£poaNr'6f the festival ' launched into his introductory remarks at Lincoln Center’s Avery Fisher Hall But the reetiveneas was quite understandable The Mete finally had taken the lead — many of the formally attired guests had spent the cocktail hour scrunched over tiny television sets — in the 16th inning of the hone team’s classic battle with the Houston Astros in the sixth of the National 1 playoffs Bn at precisely 7:38 pm a sharp cry of relief sounded from a corner of the auditorium The meaning of that normally unseemly behavior was immediately understood by the otners and the au-dience of 1500 re--sponded with cheers - and applause usually reserved for the end of an event in that halL - The good guy had won on with the show-And in an enthusiastic mood perhaps influenced by the Met1 victory the audience greeted with extreme good humor the 60 or so commercials presented by the two American judges at Cannes Stephen 0 Frankfort vice chairman and creative director of Bosell Jacobs Kenyon fa Eckhardt and Norman Mum chairman and chief creative of Leo Burnett Co The commercials were in turn witty and sexy and arty and emotional In form there was something for everyone: slice-of-life talk- ing heads product demonstrations nostalgia -But all had the common thread of quality as befits the best ' InCannesFrankfort said the judges had to sit through too many ordinary ads among the 2500 entiies but the winners made the sifting worthwhile Good ideas have universal appeal he found The unhappy news he said "is that moot advertising all over still suffers from mediocrity” MUM ceytimynl - same tired er to whafs coning That leads to boredom which leads to sapping' Diitch thorn tired old formulas Mum urged and dare to be different exciting and entertaining "Winners are ada that m11 products” he said ' chief benefidary-of the -evening’s meson tation was the Dwelling Place a Manhattan shelter for homelcM women The sponsou — Screenvision Advertising Women of New York and Ad Week — - raised more than 915000 for the shelter and other charities : After the show many in the audience croeMd ova to the Performing Arts library fa Museum to dine dance and wonder why their ads weranY among the prise-winners Arthur Kramer Advertieing Jericho has bawi accepted as a member of the American Association of Advertising Agencies Kramer also won the Nikon Inc Action-8 Video Camcorder account the fifth Nikon product line in the agency's stable Imagine Hauppauge was public relations agency for Hy- mead Energy Corp Terry MacDougall was named account service supervisor at Topline Advertising Hauppauge Imprae-sions-ABA Industries Boalyn Heights will help Sharp Electronics Corp launch a line of copiers for the new Sharp Personal Office Electronics Division Marketing CongreM Advertising Plainview signed cm Goody Products Inc Kearny NJ The JN Co Melville added Robert Florea Inc Melville to its client listing iY MONDAY OCTOBER 20 1966 5 Pfift III V i

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