Ask the Scholar
Document scope · 1 page
Scholar
Ask about this object, its catalog metadata, its source description, or the page inventory.
For page-specific OCR and visual context, open one of the page chats.
Scholar Source Context
Document identity
localId
323152749
label
CEOs, Hispanic Leaders 12/6/89 [OA 6853]
core
doc
dtoType
document
citationUrl
pageCount
1
Source metadata
id
323152749
contentType
document
title
CEOs, Hispanic Leaders 12/6/89 [OA 6853]
citationUrl
identifierLocal
13697-010
collections
Records of the White House Office of Speechwriting (George H. W. Bush Administration)
Speech Backup Chronological Files
imageCount
1
hasImages
yes
source
import
hasTranscription
no
Source extras
naId
323152749
levelOfDescription
fileUnit
recordType
description
ocrSource
nara-archive
Single page context
seq
1
pageIndex
0
type
document
mediaId
aebf02de4f818db7
ocrText
Originally Processed With FOIA(s):
FOIA Number:
S
S
FOIA
MARKER
This is not a textual record. This is used as an
administrative marker by the George Bush Presidential
Library Staff.
Record Group/Collection:
George H.W. Bush Presidential Records
Collection/Office of Origin:
Speechwriting, White House Office of
Series:
Speech File Backup Files
Subseries:
Chron File, 1989-1993
OA/ID Number:
13697
Folder ID Number:
13697-010
Folder Title:
CEOs, Hispanic Leaders 12/6/89 [OA 6853]
Stack:
Row:
Section:
Shelf:
Position:
G
26
19
5
3
Christina's Copy
Davis/Martin
Title: Hispanic
Nov. 28, 1989
Draft: One
PRESIDENTIAL ADDRESS: CEOs, HISPANIC LEADERS, EAST ROOM
6:30 p.m., WEDNESDAY, DEC. 6, 1989
Good evening. Vice President Quayle, Marilyn, Secretaries
Lujan, Cavazos and Mosbacher, Assistant Secretary ((Rod))
DEE-AR-MENT
DeArment ((Darment) -- thank you for your ideas and inspiration.
Archbishop Flores, your Eminence, I commend you for your
leadership of the National Hispanic Scholarship Fund. Alfredo
Estrada, publisher of Hispanic magazine, thank you and your staff
for your sound advice. I am especially delighted to be among so
many Hispanic and business leaders. Welcome to the White
House. \\
I Forrestal, 2 maxim Gorky
( (You know, I've just spent several days on ships in the
Mediterranean Sea. And I must have left my sea legs in the Navy,
because walking over here through the West Wing, I found myself
listing slightly to port. ))
It was a good meeting, one that I believe will set the basis
for future discussions and progress. And, of course, the island-
nation of Malta was beautiful. But, no matter how far I travel,
who I meet or what I see, nothing can beat the thrill of
returning home, back to the United States of America. III
( (You know, I can't remember a time when so many corporate
chiefs were in one room. For example, I understand that the
Cica-Cola c cieta pr. Pepper John Pensicola Pepsraig Allbers 7up Weatherup Cola
3
Mariel Del A Valle
2
President of Bacardi is with us today
and that he's mixing
well with all the CEOs from the soft-drink companies. ) )
In all sincerity, I asked you here today to thank you for
all that you've done. As you know, our growing Hispanic
community will soon form the largest minority group in our
nation. And if this is to remain the land of opportunity, then
?
all the citizens of America must be well educated and prepared
for the challenges of the future.
There was a time in this country when you could prosper
without a high school degree or a special skill. But we are
entering an age of specialization. And in the 1990s, those who
do not learn, will not earn. They will not contribute. They
will not advance. It's as simple as that.
Sadly, as much as 11 percent of Hispanic students drop out
52%
of high school each year. More than half of all Hispanics over
the age of 25 have not completed high school. And when it comes
to higher education, too many Hispanics just never get the chance
for college.
Solutions are coming from Hispanic America. Strong family
support -- the encouragement of learning and excellence -- these
have always been the most striking features of the Hispanic
tradition. Now this tradition is endangered by the tensions, the
very tempo, of modern life. So we must work together to protect
this heritage. Work together as leaders in government and
business, as men and women concerned with the future. Nothing
less than a national effort will suffice.
3
Secretary Cavazos, who heads the Working Group on Education
of the Domestic Policy Council, is already addressing important
education issues. Now I am pleased to tell you we are embarking
on a new effort, one just for Hispanic America. I have signed a
directive asking Secretary Cavazos to form an Hispanic Education
Task Force that will report to me through the council. This task
force will assess how well federal education programs serve
signed non yee neny Pres. Bates Educ by
Hispanics, and suggest new strategies for removing any remaining
barriers to progress. The Task Force should complete its work
and report to me by the end of February. Then, I'll incorporate
these findings into our broader efforts to improve American
education, mandated by our Education Summit with the nation's
governors.
In addition, Secretary Cavazos will also appoint a special
advisor on drop-outs -- someone whose sole responsibility will be
to combat that very serious trend. And we will do more, working
together, as partners.
That's where you come in.
The corporate leaders here today understand that supporting
education and training is good business as well as good
citizenship. Look at the National Hispanic Scholarship Fund,
National
9,605
which has sent almost ten thousand young Hispanic men and women
college. This means ten thousand highly educated and highly
Americans will bring their talent and energy to American
Fund
Release
business, and their leadership to a new generation.
4
By contributing to the many programs and funds that advance
the cause of Hispanic leadership, you have truly made an
investment in our youth, and the future of America. For this,
and for all that you have done, you have my thanks and the
gratitude of a nation.
Thank you, God bless you and God bless America.
#
#
#
11/27/89
10:16
NHSF
NO. 001
002
NHSF
NATIONAL HISPANIC
NEWS
SCHOLARSHIP FUND
VOLUME 2, NO. 1
SPRING / SUMMER, 1989
NHSF AWARDS $1.6 MILLION
ANHEUSER-BUSCH
TO 1,982 SCHOLARS
TO AWARD $1.5
MILLION TO NHSF
The National Hispanic Scholarship
Fund, the nation's leading Hispanic schol-
arship organization, is proud to report that
Scholarship Funds Awarded
The Anheuser-Busch Companies, Inc.,
it awarded $1.6 million to 1.982 scholars
1976 1988
announced recently that it will award $1.5
for the 1988-89 academic year.
$1,800,900
million to the National Hispanic Scholar-
This marks the third year in a row in
ship Fund for the 1989-90 academic year.
which the non-profit organization has
Cumulative Total:
This marks the third year in a row in
awarded more than a million dollars to
which NHSF's leading contributor awards
outstanding Hispanic-American students
$6,465,900
one million dollars or more to the
representing all fifty states and the com-
scholarship organization. According to
monwealth of Puerto Rico.
Anheuser-Busch officials, one million
"For the thirteenth year in a row we
dollars will be allocated for scholarships
have helped a greater number of Hispanic
and the balance will be targeted for the
scholars and in the process helped narrow
development of projects aimed at broad-
the Hispanic higher education gap. NHSF
1,200,000
ening NHSF's base of support
without a doubt has evolved into an
Anheuser-Busch's promotional and
important institution that is not only
fund-raising activities on behalf of NHSF
contributing to the Hispanic community
will be spearheaded by a one-hour, prime-
but to the development of our future
time television special aimed at generating
leaders as well." said NHSF President
1,000,000
national attention to NHSF's efforts. The
Archbishop Patrick F. Flores of San
star-studded entertainment special will be
Antonio, Texas.
aired October 1st through the Univision
Of the 1,982 students selected for the
television network. In addition to the
1988-89 academic year, 576 are graduate
television special, Anheuser-Busch will
students and 1,406 are undergraduates.
sponsor a series of corporate luncheons
There are 1,063 female recipients and 919
and celebrity dinners with the objective of
male awardees. The leading academic
increasing awareness and expanding
disciplines represented by the 1988
NHSF's base of support. The events will
NHSF Scholars include Medicine, Busi-
be held in key Hispanic markets which
ness, Engineering/Computer Science, Law
549.000
include the cities of New York, Chicago.
and Education. In the last thirteen years,
Washington, D.C., Houston, Dallas, San
NHSF has awarded more than 6.4 million
Francisco, and Los Angeles.
dollars to 9,603 recipients representing all
450,000
Hispanic groups and every region of the
country. The scholarship winners were
400,000
selected by 50 regional review
360.000
In This Issue
committees comprised of
300.000
educational and community
245.000
leaders
CFC Campaign Update
Pg. 2
150.000
85,900
NHSF Board Expanded
pg. 3
56,868
30.000
NHSF Alumna Profile
Pg. 4
1978
1977
1975
1979
1980
1981
1982
1983
1984
1985
1986
1987
1988
11/27/89
10:17
NHSF
NO. 001
003
2
NHSF
Hispanic Journalist
Organization Joins
Scholarship Effort
The National Association of Hispanic
Journalists and NHSF have agreed to a
cooperative effort in which five, $1,000
scholarships will be awarded to Hispanic-
American students in the fields of print
and electronic media for the 1989-90
academic year.
The NAHJ/NHSF special project is one
of a series of small programs aimed at
encouraging Hispanic students to enter
the media industry. a field in which
Hispanics continue to be highly under-
represented. According to NAHJ, Hispanics
represent 2.1 percent of the total print
newsroom employees in the nation. The
figures for television and radio are 3% and
2% respectively.
Successful candidates will be selected by
an NAHJ Review Committee sometime in
In Miami, Florida at an NHSF reception sponsored by Anheuser-Busch last January:
the late fall. Scholarship winners will
From left to right are Carlos Santiago, executive assistant to the Vice President of Corporate
receive their awards between March 15-30
Relations. Anheuser-Busch Companies: Graciela C. Allende and Francisco O. Loriga, NHSF
and will be acknowledged at the NAHJ
recipients; Carmen Herrero, manager of Corporate Relations, Anheuser-Busch; Norma
annual conference to be held in San
Ledesma, Alberto Dominguez and Juan Farach, scholarship reciptents.
Francisco in April.
Established in 1984, NAHJ is governed
by a 16-member board of directors rep-
NHSF Project to Mobilize Former Scholars
resenting eight geographic sections of the
United States and the Caribbean. The 700-
member organization is based at the
In a move aimed at expanding its
VAC project will entail indentifying
National Press Building in Washington.
volunteer base of support, the National
prospective regional chairpersons that can
D.C. In the last thirteen years, NHSF has
Hispanic Scholarship Fund launched the
provide local leadership. NHSF anticipates
assisted more than 200 students in the
NHSF/Volunteer Action Committee Pro-
to have fully functional VAC groups in
areas of journalism and communications.
gram last spring According to Executive
metropolitan areas with large Hispanic
The deadline for submitting an application
Director Emest Z. Robles, the concept of
populations late in 1990. These areas will
for the NAHJ/NHSF Special program is
the VAC project is to develop an NHSF
include Boston, New York, Philadelphia,
October 5th. For more information, please
volunteer action committee wherever a
Miami, Chicago, Denver, Albuquerque.
contact Ricardo D. Fouster at (415)
sizeable pool of NHSF scholars exists. The
Houston, San Antonio, San Diego, Los
892-9971 or Ana Marie Argilagos at
main component of the program calls for
Angeles, and San Francisco.
(202) 783-6228.
mobilization of these groups in connection
with local fund-raising and promotional
activities as they arise.
Federal Workers' Support for NHSF Increases
In the last thirteen years. NHSF has
awarded 6.4 million dollars to nearly
10.000 scholars nationwide The organi-
The National Hispanic Scholarship
important development because it signi-
zational structure of the NHSF/VAC
Fund was designated to receive $127,865
fies that we are harnessing the support of a
network will be primarily comprised of
in 1989 as a result of the Combined
strong constituency," said Ernest Z.
previous scholars. "For an agency that
Federal Campaign, an increase of 380%
Robles, NHSF's executive director.
spends less than 20 percent of the funds it
from the 26,523 allocated the previous
In 1987, the United States Congress
raises in administration. the formation of a
year. The CFC campaign, a $130 million-
passed legislation that opened the annual
VAC network is a logical step that can be a
per-year fund drive that solicits contribu-
fund-raising campaign to non-traditional
tremendous asser in the organization's
tions from federal and military personnel
organizations such as NHSF. As a result,
long-term expansion plans," said Robles.
nationwide will constitute the second
NHSF was listed as a recipient in
"We need to develop a tradition of
largest source of non-corporate funding to
approximately 500 metropolitan areas
philanthropy and volunteerism in the
NHSF in 1989.
that comprise the CFC network. The CFC
Hispanic community. I think this program
In all, 211 CFC areas representing 48
fund drive is implemented annually
represents an important step in that
states made direct contributions to the
between the months of August and
direction."
scholarship organization. "This is an
November.
The primary objective of the NHSF/
11/27/89
10:18
NHSF
NO. 001
004
3
Corporate News
General Electric and Univision Executives
Join NHSF Board of Directors
1964 from the University of Michigan Law
School. He has served as an attorney and
legal counsel for the United Steel Corpora-
tion, Trans World Airlines, and Penn
Central Corporation. In 1974. he joined
the General Electric Foundation and in the
last ten years has been responsible for
managing an innovative $140 million
philanthropic program known for its
successes in higher education, minority
advancement. human services. and cultur-
al affairs. "GE was initially one of NHSF's
largest contributors and a catalyst in
launching this national effort. We are very
proud of our association with NHSF and
Paul M. Ostergard
of the students that have benefited from
Jose Cancela
this special program." said Ostergard.
The National Hispanic Scholarship
Cancela, a native of Cuba, is general
has also received recognition from Arizona
Fund is proud to report that Paul M.
manager for one of the top-rated Spanish
State University for his community service
Ostergard, president of the General
television stations in the country, WLTV-
in sponsoring Hispanic scholarships in
Electric Foundation and Jose Cancela,
23 in Miami, Florida. Cancela began his
1985. 1986, and 1987. Cancela was
general manager of WLTV-23, in Miami,
career in the media industry in March of
promoted to general manager of WLTV-
Florida, were unanimously elected to
1979 as an account executive for WLTV-
23 in November of 1988, and is currently
serve on the NHSF Board of Directors.
23. Between June 1984 and August 1987
a member of the Board of Directors of the
Ostergard. a native of Akron, Ohio,
he served as general manager of KTVW-
National Academy of Television Arts and
graduated Magnu Cum Laude in 1961
23 in Phoenix, Arizona. In 1986, he was
Science, the Advertising Federation of
from Case Western Reserve University
named Arizona Hispanic Chamber of
Greater Miami, and the New World
and received his Juris Doctor degree in
Commerce Professional of the Year. He
School of the Arts Foundation.
Procter and Gamble
Education Giving Down, NHSF Up
Expands Promotion
The Procter and Gamble Company of
According to figures released by the
marginal 1.8 percent. Of the estimated
Cincinnati, Ohio introduced a national
American Association of Fund-Raising
$104.3 billion donated, individuals pro-
cause-related sales promotion on behalf of
Counsel, organizations in the area of
vided approximately $86.7 billion or
NHSF last Spring with the objective of
education received $9.7 billion in grants
more than four out of every five dollars.
raising a maximum of $75,000 for the
in 1988. down 0.61 percent from 1987 -
The figure represents an increase in
scholarship organization.
the first decrease since 1975. The small
individual giving of 7.3 percent from the
As part of the promotion, during the
drop, however, was not representative of
previous year. The rise in the rate of
month of May more than 1.4 million
how individual institutions fared. such as
individual giving in 1988 accounted for
consumers in the leading Hispanic mar-
the National Hispanic Scholarship Fund,
most of the increases in total charity
kets in California, Texas, Florida, Illinois.
which continued to surge forward, award-
donations, which includes donations by
Connecticut, New Jersey, Indiana, Colora-
ing $1.6 million in scholarships in 1988, a
foundations. corporations, and bequests.
do, and New Mexico received coupon
33 percent increase from the $1.2 million
Religious institutions were the leading
booklets worth $5.00 on 12 leading P & G
awarded in 1987. The increase in scholar-
recipients, drawing an estimated $48.2
brands.
ship monies awarded was also represen-
billion in donations, and were followed
"We hope our commitment to NHSF
tative of a 22 percent rise in total revenues
by health and human service organizations.
will help raise the level of community
received by NHSF in comparison to 1987.
which received a combined $19.9 billion.
awareness to the educational concerns
AAFRC also reports that domestic
Institutions in the areas of art, culture and
facing the Hispanic youth as well as help
donations to charitable and other philan-
humanities received a combined $6.8
NHSF reach more students in financial
thropic causes reached an estimated
billion. experiencing an increase of eight
need," said Robert L. Wehling, P & G vice
$104.3 billion in 1988. up 6.7 percent
percent in comparison to 1987.
president for marketing services.
from the revised estimate of $97.8 billion
The increase in individual giving was
In 1988, P & G launched a similar
donated in 1987.
attributed to an increase in personal
promotional campaign in Southern Cali-
The report also indicates that when
income of almost 7.5 percent. and to a
fornia's growing Hispanic market, with a
adjusted for inflationary factors. the
strong stock market during the last quarter
distribution of approximately one million
increase in total giving amounted to a
of 1988.
redeemable coupon booklets.
11/27/89
10:19
NHSF
NO. 001
005
4
NHSF Alumna
Affairs dealing with air issues in the Los
attributes much of her success to the
Angeles basin.
examples set by her immigrant parents,
Colmenares has been recognized for her
both of whom returned to school and
community service and is a participant in
taught her the value of community
the National Hispana Leadership Initiative,
involvement. education and hard work. "I
which prepares Hispanic women for
was fortunate enough to have caring
positions of national leadership through
parents who provided me with the
training sessions at Harvard's John F.
opportunity to pursue an education. 1 feel
Kennedy School of Government. and the
I should use my skills to help others who
Center for Creative Leadership. She also
could use a little encouragement and
travels frequently throughout the country
advice," said Colmenares.
appearing as a keynote speaker and
Colmenare's immediate plans include
seminar director,
publishing a pamphlet describing the
M.H. (Margarita) Colmenares
She describes herself as community
technical contributions of Hispanic
oriented, and says her first leadership
engineers and scientists, and providing
In this Spring/Summer issue of our
experience was organizing the Mexican-
career development workshops for pro-
newsletter, NHSF is priveleged to honor
American Youth Association at her high
fessional members throughout the nation.
and profile one of its outstanding scholars
school at the age of 16. Colmenares
-Margarita H. Colmenares. Margarita, a
1979 NHSF recipient. is today one of
NATIONAL HISPANIC SCHOLARSHIP FUND BOARD OF DIRECTORS
Chevron Corporation's top managers and
Patrick F. Flores. D.D.
Tomas A. Arcinings
Margaret Garza
a tireless crusader in the field of engineer-
President, NHSF
President
Director, Financial Aid
ing. Indicative of her unique leadership
Archbishop of San Antonio
California State University
University of Texas
San Antonio, Texas
Bakersfield
Health Science Center
qualities, the one-time NHSF recipient.
Bakerafield, California
San Antonio, Texas
Jesse Aguirre
was elected last June as the first woman
Vice President, NHSF
Frank H. Amone
Enrique J. Guardia
president of the Sociery of Hispanic
Vice President & Corporate Relations
President & Chief Executive Officer
Senior Vice President
Anheuser-Busch Companies, Inc.
Marshalls, Inc.
General Foods Corporation
Professional Engineers (SHPE).
St. Louis, Missouri
Woburn, Massachusetts
White Plains, New York
Colmenares, attended Stanford Univer-
Joaquin F. Blaye
Jose C. Cancela
Mart-Luci Jaramilo
President
sity and received her B.A. degree in 1981.
General Manager
Assistant Vice President
Univision Network
WL-TV Channel 23
Educational Testing Service
During the last eight years her career with
Miami, Florida
Miami, Florida
Oakland, California
Chevron has required her to remain fairly
Paul Sedito
Gibert Chavez
Jose 1. Lozano
mobile. Since leaving her hometown of
Secretary. NHSF
Senior Staff Member
Publisher
Director
Federal Interagency Committee
La Opinion
Sacramento, California, her work assign-
Secretariat for Hispanic Affairs
U.S. Department of Education
Los Angeles, California
U.S.C.C.
ments have taken her from California to
Washington, D.C.
Washington, D.C.
Paul M. Ostergard
Texas, New Mexico, Colorado, Utah.
Richard R. Draper
President
Ciliford L. Whitehill
Vice President. Public Relations
General Electric Foundation
Nevada, Louisiana, Arkansas and Okla-
Treasurer, NHSF
AT&T
Fairfield, Connectiout
Senior Vice President
homa. Last September, she was transferred
San Francisco, California
& General Counsel
Heator Velazquez
from Houston to Los Angeles as a Lead
General Mills, Inc.
President
Minneapolis. MN
National Puerto Rican Forum
Engineer to supervise staff on a multimil-
H. Alan Young, Esq.
Emest 2. Robles
New York, New York
General Counsel, NHSF
Executive Director, NHSF
lion dollar environmental project. Her
Young & Goldman
San Francisco, California
Alexandria, Virginia
(415) 892-9371
current assignment is in Environmental
NON-PROFIT
NHSF
ORGANIZATION
BULK RATE
NATIONAL
NOVATO, CA
HISPANIC
SCHOLARSHIP
PERMIT NO. 147
FUND
P.O. BOX 748
SAN FRANCISCO, CA 94101
11/27/89
10:20
NHSF
NO. 001
006
5
NHSF
NATIONAL HISPANIC
NEWS
SCHOLARSHIP FUND
VOLUME 1, NO. 2
FALL/WINTER, 1988
RITA MORENO AND EDWARD JAMES OLMOS
HONORED AT NHSF SAN FRANCISCO DINNER
The National Hispanic Scholarship
Fund held three fund-raising dinners in
the cities of San Francisco, Fresno, and
Los Angeles. California, during the months
of October and November, culminating
the 1988 NHSF/Anheuser-Busch pro-
motional campaign. In all, nearly 100
ISF
fund-raising events were implemented by
Anheuser-Busch on behalf of NHSF
nationwide in the country's 35 top His-
TOGETHER
panic markets.
we can make 2 diffe
At the San Francisco event actress Rita
Moreno and Emmy award-winning actor
Edward James Olmos were both honored
for their efforts in the area of education.
Moreno expressed enthusiastic support for
the scholarship fund and encouraged the
audience to continue their supportive
efforts, "we as Hispanic have a long way to
go in education, and must be very thank-
ful and grateful for the existence of such
organizations as NHSF."
In Fresno. NHSF held its first fund-raising
dinner, attracting more than 600 individuals,
At the NHSF Annual Bay Area Dinner, with honored guest actress Rita Moreno; Ernest z.
including business. community and edu-
Robles, NHSF executive director; and Roy Jasso, corporate manager for Anheuser-Busch
cational leaders from the Fresno and
Companies, Inc.
neighboring areas. "We have generated a
great deal of support and awareness on
behalf of NHSF through the implementa-
Underrepresentation of Hispanics
tion of this event." said Al Alarcon, chair-
man of the Fresno Friends for NHSF.
In Los Angeles, NHSF held its 9th
in Higher Education Continues
annual dinner, also attracting hundreds of
strong supporters. During the event, Toyota
According to a recent article in the
low income people and those with little
Motors U.S.A. made a $33,000 presenta-
Chronicle of Higher Education, the
education are the least willing to borrow
tion and U.S. Tobacco joined NHSF's list
number of Hispanics is increasing fairly
for educational expenses. Some groups
of corporate supporters by making a
steadily in most fields, but the proportion
don't view loans as favorable as other
$10,000 contribution. Dinner attendees
is still very low. The article also stated that
groups, and to the extent that it affects
included actors Lorenzo Lamas, of the hit
leaders in business and industry are
their behavior, it also affects their access to
television series "Falcon Crest" and Eddie
worried about finding enough trained
higher education.
Alben, a long-time supporter of the schol-
workers to fuel technological advances. As
arship organization. Borh expressed con-
Hispanics continue to represent an
Today. loans account for about 67
tinued support for Hispanics in higher
increasing proportion of the college-age
percent of all federal student aid. com-
educarion. All fund-raising dinners were
population. efforts to reach them have also
pared with 21 percent in 1975-76, His-
partially underwritten by Anheuser-Busch
become critical.
panics express the least support for
Companies, Inc.
The article also noted that Hispanics and
borrowing than all other groups.
11/27/89
10:21
NHSF
NO. 001
007
6
NHSF ALUMNI SCOPE
In this issue of our newsletter, NHSF
Peter G. Hernandez, Senior Research
15 priveleged and honored to profile a few
Sulam, part of his success in medical
Assistant: Peter received his B.S. and M.S.
members of our alumni. This is a new section
school can be attributed to NHSF, "it
in biology from the University of Texas at
in our newsletter. which we hope will serve as
made me feel very special to have received
San Antonio. A 1983 NHSF scholar, Peter
an integrating mechanism between NHSF, its
the NHSF scholarships. The money made
is today a research assistant at the School
supporters and scholars. It will also provide
it easier to deal with the many stresses of
of Aerospace Medicine at Brooks Airforce
medical school."
us with the opportunity to share with
in San Antonio. "My role at the U.S.
contributors, individual supporters, and other
School of Medicine," said Peter, "is to
students the many successes of NHSF's
provide expert technical support to
Mireya Ortega, Dentist: A native of
Alumni.
professional personnel who are conduct-
Sinaloa, Mexico, Mireya completed her
ing basic research into the pre-synaptic
undergraduate work at Whittier College
Randall Correia, M.D.: A graduate of
mechanism which regulates biochemical
majoring in Biology and her D.D.S. degree
the University of Chicago, Correia ma-
coding of information in the central
in 1987 at the University of California, Los
jored in medicine and received his M.D.
nervous system." In common language.
Angeles. Currently she devotes half her time
degree in 1986. Today, he and his wife
Peter is a member of a team that conducts
to her private practice and the other half to
direct a research and consulting firm in
research on human performance. In
teaching dentistry at UCLA School of
the area of health care policy. Health
addition to his current position, Peter is
Dencistry. An honor student, Mireya is a
Resources, Inc., based in Chicago, said
also pursuing a M.B.A. at Incarnate World
recipient of numerous awards and has
Correia, "is a research institution directed
College.
been recognized by the American Academy
at cleaning the so-called malpractice crisis
for the Handicapped and the California
with intervention that cuts to the root of
Dental Association.
the problem: poor quality health care cost
David Sulam, Physician: Of Cuban and
more and we all pay through private
Dominican background, David was born
insurance or government programs." A
in New York City and raised in Los
Guillermo Martinez, Organist A native
four-time NHSF recipient, Correia feels a
Angeles. He attended the University of
of Texas City, Texas, Guillermo is a
tremendous debt to NHSF. "In 1986. 1
California at Los Angeles both as an
graduate of Texas Christian University at
completed my medical education and
undergraduate and graduate student,
Fort Worth. Considered one of the most
have begun repayment of educational
where he completed his internship in
gifted organists to have studied at TCU,
loans totaling $50,000. 1 feel a debt to
family practice in 1987. Today, Sulam and
Guillermo is currently on a one-year
NHSF of perhaps greater significance than
five other energetic Hispanic physicians
Fulbright scholarship in Germany. He is
to these loans programs because NHSF's
operate "Family Care Specialists," a health
currently working with world renown
support was so freely given." In the last
care clinic centered in East Los Angeles.
Professor Johannes Geffert at the Robert
two years. Health Resources, Inc. has been
"We are a unique group in the sense that
Schumann Conservatory of Music in Dus-
responsible for legislative changes in
we are bringing help to an area that has
seldorf. "He is a very unassuming person,
health care policy in the states of Illinois
not received the kind of health care service
but when he sits down to play the organ
and New York.
that it deserves," said Sulam. According to
you take notice of his abilíties," said
Emmet G. Smith, Professor of music at
TCU.
NHSF Selection Procedures
Ann E. Mejias-Rivera, Admissions Direc-
tor, and Miguel Rivera, Engineer: Both
The selection of NHSF scholarships is
Students enrolled and attending col-
Ann and Miguel are two-time NHSF
uniformly administered throughout the
lege on a full-time basis.
Scholars for the years 1982-83. Ann
United States. Funds are allocated through
received her B.A. in Political Science at
Students presently enrolled and atten-
a process that takes into consideration the
ding a college or university in one of
Cornell University and is currently work-
geographical distribution of Hispanics in
the fifty states or Puerto Rico.
ing on an M.A. in Public Administration at
the U.S. Successful candidates are chosen
Students who have completed a mini-
the University of Rochester. She is also
on the basis of academic achievement,
mum of fifteen units of college work
director of admissions at UR and is respon-
personal strengths. leadership and financial
prior to submitting an application.
sible for developing AHORA (Access for
need. An NHSF scholar must have a
The annual NHSF application period is
Hispanics to Opportunites Result in
strong academic record and submit a
from June 5th to October 5th of each year.
Achievement). a scholarship program for
high-quality personal statement In addi-
For more information, please send a self-
Hispanic students. Miguel holds a B.S. in
tion, he/she must also introduce an out-
addressed stamped envelope to:
engineering from Syracuse University and
standing letter of recommendation from a
an M.A. in chemical engineering from
school official.
Georgia Tech. Presently, Miguel is a pro-
Selection Commmittee
duction engineer for Eastman Kodak and
Who is Eligible to Apply?
National Hispanic Scholarship Fund
is president of the Rochester chapter of the
United States citizens or permanent
P.O. Box 748
national Society of Hispanic Professional
residents of Hispanic-American back-
Engineers (SHPE). According to Ann.
San Francisco, CA 94101
ground.
"NHSF helped make many of our goals
come true and provided a source of inspir-
ation. I hope that others will also continue
to benefit from this program as we have."
11/27/89
10:22
NHSF
NO. 001
008
7
Corporate News
GENERAL ELECTRIC
Toyota/NHSF Scholarship Program in 1989-90
AWARDS TOTAL
Toyota Motor Sales, U.S.A., announced
students and NHSF will select a new
$265,000
recently that it will fund the largest
freshman. "Toyota will invest about
scholarships provided by the National
$30,000 in the education of each student
The General Electric Foundation ap-
Hispanic Scholarship Fund beginning in
participating in the four-year program,"
proved a $25,000 grant to the National
the 1989-90 academic year.
said Bob Best, group vice president for
Hispanic Scholarship Fund for the 1988-89
The NHSF "Toyota Scholar" program
Toyota Motor Sales, U.S.A.
will provide continuing scholarships to
In addition to the scholarships, the
academic year to be awarded to students
four students selected nationwide by
students will be eligible for internship
in the academic areas of management,
engineering and computer science. One of
NHSF. The first year. a freshman, a
positions with Toyota between their
the original corporate contributors to
sophmore, a junior and a senior will each
junior and senior years. Toyota sponsors a
NHSF, GE has awarded a total of
receive a $7,500 scholarship from Toyota.
similar program with the United Negro
In subsequent years, Toyota will renew
College Fund.
$265,000 to the scholarship organization
in the last twelve years. "With GE's
the scholarships of the non-graduating
assistance. we were able to launch an
organization in 1976 called NHSF. With
General Foods Fund
Coca-Cola
their unbending support we have devel-
Increases Contribution
Increases Grant
oped into the leading Hispanic scholar-
ship organization in the nation, having
NHSF is pleased to report that the
The National Hispanic Scholarship
awarded $4.8 million to nearly 8,000
General Foods Fund Inc. has increased its
Fund is proud to announce that the
scholars nationwide," said Archbishop
annual contribution from $60,000 to
Coca-Cola Foundation increased its an-
Patrick F. Flores, NHSF president.
$99,000 for the 1988-89 academic year.
nual grant to $25,000 for the 1988-89
In addition to being a strong supporter
The funds will be used to provide thirty
academic year. The award represents a
of NHSF. GE announced recently that it
$3,000 scholarships for students from the
$10,000 increase from last year's contri-
has embarked on a $15 million, ten-year
program aimed at doubling the number of
Chicago, New York, Houston, Los An-
bution. "We are delighted that the
minority-group Faculty members in sci-
geles, and San Francisco metropolitan
Coca-Cola Foundation could be of assis-
areas. All students will be selected from
tance to NHSF, and we extend our best
ence, engineering and business. The
"Faculty for the Future Program," will be
four-year institutions. "This grant repre-
wishes for its continued success," said
sents the tremendous commitment of the
Margaret Cox Abbot, vice president and
implemented through selected college and
universities. Currently, of 21,500 engi-
General Foods Corporation to higher
executive director of the Coca-Cola
neering professors in colleges and univer-
education and the Hispanic community,"
Foundation. The Coca-Cola Company has
said Emest Z. Robles, NHSF executive
been a Contributor to NHSF since 1978.
sities nationwide, 400 are women, 200 are
director.
black, and 300 are Hispanics. Of the
4,175 who received Ph.D's in 1987. 25
were Hispanic.
National Hispanic Scholarship Fund
Through this special program, the GE
Board of Directors
foundation plans to spend $1.5 million in
each of the next 10 years to finance full
tuition fellowships for 60 first-year
Patrick F. Flores, D.D.
Hector Velasquez
Margaret Garza
doctoral students, renewable $5,000 loans
Archbishop of San Antonio
President, National Puerto
University of Texas
San Antonio. Texas
Rican Forum
Health Science Center
for second-year doctoral candidates that
New York, New York
San Antonio, Texas
will be rescinded if the students go on to
Jesse Aguirre
teach. and three-year, $60,000 grants to
Anheuser-Busch Companies
Tomas A. Arciniega
help young faculty members conduct
St. Louis, Missouri
Clifford L. Whitehill
President, California State College
research.
General Mills, Inc.
Bakersfield, California
Gilbert Chavez
Minneapolis, Minnesota
U.S. Tobacco Joins NHSF
Department of Education
Mari-Luci Jaramillo
Washington, D.C.
Paul Sedillo
Educational Testing Service
U.S. Tobacco joined the list of hundreds
U.S. Catholic Conference
Oakland, California
Enrique J. Guardia
of corporate contributors to NHSF by
Washington, D.C.
General Foods Corporation
Ricardo Nunez
making a $10,000 contribution at the
White Plains, New York
Interstate Bank of Commerce
NHSF fund-raising dinner held in Los
Miami, Florida
Angeles last November. "We are proud to
Josquin F. Blaya
become part of the effort aimed at
President Univision Network
Richard R. Draper
increasing the number of Hispanic-
Miami, Florida
Vice President, Public Relations
Ernest Z. Robles
American students in higher learning
AT&T
Executive Director, NHSF
San Francisco, California
institutions," said Pedro de Cordova,
San Francisco, California
spokesperson for U.S. Tobacco. Founded
(415) 892-9971
in 1922. U.S. Tobacco is headquartered in
Greenwich. Connecticut
11/27/89
10:22
NHSF
NO. 001
009
Corporate News
Continued
AT&T and Univision Executives Join NHSF Board
The National Hispanic Scholarship
er of WLTV-Channel 23. Under his
of the network's national newscast "No-
Fund is proud to report that Richard R.
management, WLTV-Channel 23 became
ticiero Univision." A consummate acrivist
Draper, public relations vice president for
the highest rated Spanish television
in his community, Blaya serves on the
AT & T and Joaquin Blaya. president of
station in the country and the most
boards of the Miami Foreign Relations
the Univision Network were unanimously
dominant in the market with more than
Committee. the Greater Miami Chamber
elected last spring to serve on the NHSF
100 Emmys awarded. Blaya was also
of Commerce, the Philharmonic Council
Board of Directors.
responsible for organizing the production
of Dade County, and United Way.
Draper. a native Californian, grew up in
the Sacramento area and majored in
English literature at the University of
CSU/NHSF Joint Scholarship Program Takes-Off
California at Davis. During the mid-sixties,
he also completed graduate work in
The National Hispanic Fund launched a
on student loans to finance university
English literature at the University of
pilot scholarship program in partnership
attendance. More grant funds are badly
California, at Berkeley. Before assuming
with the California State University System
needed to help students realize their
his present position in August. 1986, he
last fall awarding nearly 400 scholarships
dreams of earning a baccaulaureate degree,
was Director of National Advertising and
throughout the statewide system. The
said Dr. Charles W. Lindahl, vice chancel-
Sales Promotion at AT & T's headquarters
partnership represents the largest joint
lor for academic affairs.
in New Jersey.
scholarship effort ever implemented by
CSU/NHSF awards ranged between
Draper serves on the boards of the
NHSF.
$600 and $1,500. Recipients were selec-
Worlds Affairs Council of Northern Cali-
According to the agreement reached
ted by committees formed in each of the
fornia, San Francisco Covention and Visi-
between NHSF and CSU, each institution
19 campuses that comprise the CSU
tors Bureau, Business Volunteer for the
provided a $190,000 grant for a total of
system. There are approximately 350,000
Arts. National Hispanic University and the
$380,000 in scholarships. Each campus
students enrolled in the CSU system.
AT & T Foundation.
received a total of $20,000 in scholarship
Blaya, a native of Santiago, Chile, began
monies.
his career as a disc jockey, newscaster
The CSU/NHSF Joint Scholarship Pro-
and journalist in his native South
gram as it is known. was conceived out of
American country. In 1970, he im-
discussions held in Southern California
Make Your Contributions
migrated to the United States and
berween CSU and NHSF officials last
received an offer to work for the Spanish
spring. The objective of the cooperative
Payable To:
Internal Network (SIN) in New York City.
effort is to increase the number of
During his stay in New York, Mr. Blaya
Hispanics entering the CSU system. the
NATIONAL HISPANIC
pursued graduate work in sociology and
largest four-year public institution in the
SCHOLARSHIP FUND
psychology at New York University, while
nation. The program was largely directed
he continued his work at SIN as an
at incoming freshman and transfer stu-
P.O. Box 748
account executive. Blaya moved in 1972
dents.
to Miami. Florida. where he became sales
"Chancellor Reynolds has been deeply
San Francisco, CA 94101
manager and consequently general manag-
concerned about the increasing reliance
NON-PROFIT
NHSF
ORGANIZATION
BULK RATE
NATIONAL
NOVATO, CA
HISPANIC
PERMIT NO. 147
SCHOLARSHIP
FUND
P.O. BOX 748
SAN FRANCISCO, CA 94101
EXPANDING OPPORTUNITIES
WHO IS ELIGIBLE TO APPLY?
The emphasis on awards is in areas where Hispanics
United States Citizens or permanent residents of
are underrepresented. Recent successful NHSF
Hispanic American background.
Scholars have come predominantly from the fields
Students enrolled and attending college on a full-
of Engineering, Business, Science, Medicine, and
time basis.
Law. Although this trend is expected to continue,
NHSF also awards scholarships to students in many
Students presently enrolled and attending a college
other disciplines found in the nation's colleges and
or university in one of the fifty states or Puerto
NATION
universities. A concentrated effort is made to have
Rico.
as many institutions as possible represented in the
Students who have completed a minimum of fifteen
final selections.
units of college work prior to submission of an
HIS PAN
application.
HOPE FOR THE FUTURE
"Thank you for the generous scholarship award and
E
for selecting me as a 1987 NHSF Scholar. I am proud
SCHOLA
to be affiliated with you and the 7,000 Hispanic
American students you have recognized."
Application Requirements
NHSF Scholar
Harvard University
1. Complete an NHSF application form.
FUND
2. Submit a high quality typed personal statement
"NHSF has been great help to me during the last two
3. Provide copy of college transcripts
years. This year, as well as last year, the award came
at a time when I needed it the most."
4. Provide a letter of recommendation from a school
official
NHSF Scholar
University of Florida
All documents must be sent in the order
specified above and in one package.
"I would like to thank you for your generous support
of my medical education. It is a great honor to be
included as an NHSF Scholar. I assure you that you
have made a wise investment in the future of Hispanic
health care."
NHSF Scholar
University of Chicago
Application Period
"NHSF and its contributors are directly responsible for
The annual NHSF application period is from
my grades improving every semester. In fact, NHSF is
June 5 to October 5 of each year.
one of the biggest reasons why I am still in school.
For more information, please send a self-addressed
NHSF Scholar
stamped envelope to:
University of New Mexico
1
Selection Committee
"I am very excited and honored to receive this scholar-
National Hispanic Scholarship Fund
ship, but I must admit that the greatest feeling comes
P.O. Box 748
from knowing that someone has faith in me."
San Francisco, CA 94101
NHSF Scholar
Stanford University
CONTRIBUTIONS TO NHSF ARE TAX DEDUCTIBLE
OBJECTIVE
NATIONAL HISPANIC
Shawmut Bank of Bosion, M.A.
The Times Minor Foundation
Shearson Lehman Bros.
Toyota Motor Sales U.S. A Inc.
SCHOLARSHIP FUND
She# (M Company Foundation
Trammer Crow Foundalion/Companses
The National Hispanic Scholarship Fund is an
The Sherwin-Williams Foundation
TRW Foundation
Siemans Medical System
Union Carbide Corporation
organization that provides scholarships for under-
Somma
CONTRIBUTORS
Union Pacilic Foundation
Southern Ball
Union Tribuna Publishing Co.
graduate and graduate students of Hispanic American
Air Products Foundation
Hilton Hotels Corporation
Southern Caldornia Edison Company
United States Leasing Corporation
The Southland Corporation
background. These students must be United States
Alliad Signal Foundation
Home Federal Foundation
Unitrode Corporation
The Allstate Foundation
Houghton Millin Company
Southwest Distributing Co.
Universal City Studies. Inc.
citizens or permanent residents who come from
Squibb Corporation
Univision
Amax Foundation, Inc.
Hughes Aircraft Company
The Stanley Works Foundation Trust
11/22/89
UNOCAL Foundation
American Cyanamid Company
IBM Corporation
Mexican American, Puerto Rican, Cuban, Caribbean,
Subaru of America Foundation
Ainemican Express Foundation
ICI Americas Inc.
The UpJohn Company
American General Corporation
Illinois Sell
Sundstrand Corporation Foundation
The UPS Foundation, Inc
Central American and South American heritage
The Sun Bank
USLIDO
American Insurance Association
Ingersoll Rand Company
Sun West Bank
and who attend a college in one of the fifty states
American Security Bank N.A.
Interlake Foundation
USX Foundation, Inc.
Ameco Foundation, Inc.
International Paper Company Foundation
The Swig Foundation
Walgreen Benefit Fund
or Puerto Rico.
Anhauser Busch Companies, Inc.
Jewel Food Stores
Syntex Corporation
Warner Communications, Inc.
The Arizona Bank Charitable Foundation
Johnson & Johnson Companies
Tandy Corporation/Radio Shack
The Washington Post
Arthur Anderson & Co
The Johnson's Wax Fund. Inc.
Telemunde Group, Inc.
Wells Farge Foundation
AT&T Foundation
Kaiser Permanente
Texaco Philanthropic Foundation
Whirlpoof Foundation
NEED
Taxas American Bank
Guy F. Atkinson Co. of California
Kansas City Lile Ins. Co. Charitable Trust
F. Yo'. Woolworth Company
Allantic Richfield Foundation
Kellogg Company
J. Walter Thompson USA
Wm. Wrigley Jr. Company Foundation
Avon Products Foundation, Inc.
Kraft Foundation, INC.
Time Incorporated
Xerox Foundation
Hispanic Americans continue to be underrep-
BP America (Standard Oil of Ohio)
Lover Brothers Company Foundation, Inc.
resented in the nation's colleges and universities.
Banco de Pince
Levi Strauss Foundation
Bank of America
Beatrice M. Lewis/Elsie M. Mead Fdn.
BOARD OF DIRECTORS
The National Hispanic Scholarship Fund was
The Becton, Diclanson Foundation
Lockheed Leadership Fund
Bell Atlantic Corporation
Lockwood National Bank
established to help bridge the higher educational
The Boeing Company
Los Angeles Times
Patrick F. Flores, D.D.
Clifford L. Whitehill
The Buston Globe Foundation, Inc.
M. Bank Cerpus Chnsti
gap by providing financial resources to outstanding
President, NHSF
Vice President, NHSF
NHSF
Fhe Bristol-Myers Fund, Inc.
MCA Inc.
Burston-Marsteller
Marriott Corporation
Archbishop of San Antonio
Senior Vice President and
Hispanic American students in order that they
CBS Foundation
The Martin Foundation, Inc.
San Antonio, Texas
General Counsel
complete a college or graduate school education.
DPC International, Inc.
Martin Marietta Corporation Foundation
Caklornia Medical Educ. & Research Fdn.
Masco Building Products Corporation
General Mills, Inc.
California First Bank
The May Stores Foundation, Inc.
McDonaed's Corporation
Jesse Aguirre
Minneapolis, Minnesota
Campbell Taggart, Inc.
HISTORY
Capital Cities/ABC, Inc.
McDonald's/Re Kroc Memorial Scholarship
Treasurer
Paul Sedillo
Caination Company Foundation
McKasson Foundation
Ceranese Corporation/American Heachst
The Marck Company Foundation
Vice President & Corporate
Secretary, NHSF
The National Hispanic Scholarship Fund was
The Chase Manhattan Foundation
Merri Lynch & Co., Foundation, Inc.
Relations
Director
incorporated in 1975 and made its first awards in
Chesebrough Pond's Inc.
Metropolitan Lale Foundation
Chevron U.S.A., Inc.
Mexican American Grocers Association
Anbeuser-Busch Companies
Secretariar for Hispanic Affairs
1976. In a relatively short history, NHSF has
Circuit City Foundation
Miller Brewing Company/Philip Moms
St. Louis, Missouri
U.S. Catholic Conference
CitiBank. N.A.
Marton Thinkel Foundation
Washington, D.C.
NO. 001
awarded $4.8 million in scholarships to over 7,600
Citcorp Savengs
Mountain Ball
Gilbert Chavez
City National Bank
National Can Corporation
Clorox Company
Senior Staff Member
National Hispanic Scholarship Fund Scholars. These
National Medical Enterprises. Inc.
The Cola Foundation, Inc.
National Starch and Chemical Foundation
Federal Interagency Comm.
Margaret Garza
outstanding students have represented every section
Consolidated Edison Co of N.Y., Inc.
Nastle Foods Corporation
Committee on Education
Consolidated Freightways, Inc.
New York Life Foundation
Director, Financial Aid
of the country, scores of higher education institutions,
The Corporation Foundation
New York Telephone Company
Department of Education
University of Texas
Crum and Forster Foundation
The New York Times Co. Foundation
and every segment of the Hispanic community in
Washington, D.C.
Health Science Center
Del Norte Foundation
Nake, Inc.
Delaxe Check Printers Foundation
NL Industries Foundation, Inc.
San Antonio, Texas
the United States.
Disney Foundation
Northrop Corporation
The Dun & Bradstreet Corp. Foundation
The Northwestern Mutual Life Ins. Co.
Enrique J. Guardia
Tomas A. Arciniega
011
Eastman Kodak Company
Pacific Gas and Elocinic Company
Senior Vice President
President
SELECTION
Equitable Life Assurance Do. of the U.S.
Pacrlic Telesis
1st American Bank N.A. Washington
PepsiCo Foundation
General Foods Corporation
California State College
First Commercial Bank
The selection of NHSF scholarships is uniformly
The Peoples Gas, Light & Coke Co.
White Plains, New York
Bakersfield, California
First Inforstate Bank of California Fdn.
The Pet Milk Foundation
administered throughout the United States. Funds
1st Nationwde Bank
Plazer, Inc.
Hector Velasquez
Mari Luci Jaramillo
Ford Motor Company Fund
Phillips Petroleum Foundation, Inc.
are allocated through a process that takes into
Frito-Lay, Inc.
Plantronics, Inc.
President
Assistant Vice President
General Electric Foundation
Polaroid Foundation, Inc.
National Puerto Rican Forum
Educational Testing Service
consideration the geographical distribution of
General Foods Fund Inc.
Proctor & Gamble Fund
General Mills Foundation
The Predential Foundation
New York, New York
Oakland, California
Hispanics in the United States. Successful candidates
General Motors Corporation
The Quaker Oaks Company
AJA Mabisco, Inc.
Ricardo Nunez
General Reinsurance Corporation
H. Alan Young, Esq.
are chosen on the basis of academic achievement,
General Telephone of Callfornia
Raytheon Company
Chairman of the Board
General Counsel, NHSF
General Telephone & Electric Foundation
Revion Foundation, inc.
personal strengths, leadership, and financial need.
Interstate Bank of Commerce
Goodyear Tire & Rubber Company Fund
Reynolds Metals Company Foundation
Young & Goldman
NHSF scholars have been strong in academic
GrandMet USA, Inc.
Roadway Services, inc.
Miami, Florida
Alexandria, Virginia
Great Northern Nakoosa Foundation. Inc.
Rockwell International
achievement and have written a high-quality personal
Gulf + Wastem Foundation
Rohr Industries, Inc.
Ernest Z. Robles
The Hartlord Insurance Group Fdn., Inc.
San Diego Gas and Elactric Company
statement. They have also had outstanding letters
Hartmarx Charitable Foundation
Santa Fe Southern Pacific Foundation
Executive Director, NHSF
The Hershey Fund
Sara Lee Foundation
San Francisco, California
of recommendation from school officials,
Hewlen Packard Company Foundation
Sears. Roebuck and Company
Hall & Knowlton, Inc.
Security Pacific National Bank Fdn.
(415) 892-9971
11/27/89
10:25
NHSF
NO. 001
012
11
NATIONAL HISPANIC SCHOLARSHIP FUND CONTRIBUTORS
A. T. Cross Company
M. W. Kellogg Company
Air Products Foundation
Marriott Corporation
Alaska Airlines, Inc.
Mars Incorporated
Albertsons Inc.
Marshalls Inc.
Amax Foundation, Inc.
Martin Foundation, Inc.
Amdahl Corporation
McDonald's Corporation
American Brands, Inc.
McDonald's/HACER
American Cyanamid Company
McKinsey & Company, Inc.
American Express Foundation
Merck Company Foundation
American General Corporation
Merrill Lynch & Co. Fdn, Inc.
American Hoechst/Hoechst Celanese
Metropolitan Life Foundation
Ameron, Inc.
Miller Brewing/Philip Morris
Amoco Foundation Inc.
Mitre Corporation(The)
Anheuser-Busch Companies, Inc.
Mobil Foundation, Inc.
ARCO Foundation
Motorola Foundation
Arizona Bank
Mutual Benefit Life
AT&T Foundation
Nat'l Assn. of Hispanic Journalists
Batus Inc.
National Medical Enterprises, Inc.
Becton Dickinson & Company
National Starch and Chemical Corp.
Bell Atlantic
New York Times Co. Fdn, Inc.
Bell South
NI Industries, Inc.
BHP-UTAH Minerals International
Nielsen Marketing Research
Boeing Company
Nike, Inc.
Boston Globe Foundation
NL Industries Foundation, Inc.
BP America (SO Ohio)
Northrop Corporation
Bristol-Myers Fund, Inc.
Northwestern Mutual Life Ins. Co.
Brown & Williamson Tobacco Co.
Ole Evinrude Foundation(The)
California Fed. S&L Assn
Omniplan Corporation
California First Bank
OSG Foundation
Campbell's Soup Fund
Peierls Foundation, Inc.
Carter Hawley Hale
Penn Mutual Charitable Trust
Caterpillar Foundation
Pennzoil Explor. & Prod. Co.
CBS Inc.
PepsiCo Inc.
Centel Corporation
Perkin-Elmer Corporation
Chase Manhattan Bank (The)
Pfizer Inc.
Chesebrough-Pond's Inc.
Phillips Petroleum Company
Chevron U.S.A., Inc.
Picker International, Inc.
Chrysler Corporation Fund
Plantronics, Inc.
Circuit City Foundation
Polaroid Foundation
Citibank, N.A.
Procter & Gamble Company
City National Bank
Public Service Electric and Gas Co.
Clark Equipment Co.
Publix Super Markets, Inc.
Coca-Cola Foundation
Quaker Oats Foundation
Combustion Engineering
Raytheon Company
Consolidated Edison Company
Revlon Group Incorporated
Consolidated Freightways, Inc.
Reynolds Metals Company Foundation
Contel Corporation
RJR Nabisco Foundation
Continental Corporation Foundation
Roadway Express, Inc.
CPC International Inc.
Rockwell International
Crum & Forster/Industrial Indemn. Co.
Rohr Industries,
Data General Corp.
San Jose Mercury,News
11/27/89
10:25
NHSF
NO. 001
013
12
Deluxe Check Printers Foundation
Sanchez O'Brien Oil & Gas Corp.
Digital Equip. Corp.
Santa Fe Pacific Foundation
Disney Foundation
Sara Lee Foundation
Dun & Bradstreet Corp. Fdn.
Scholastic, Inc.
Eastman Kodak Company
Sears, Roebuck and Co.
Eli Lilly and Company Fdn.
Security Pacific Foundation
F. W. Woolworth Co.
Shawmut Bank of Boston, N.A.
First Bank System Fdn.
Shell Oil Company Foundation
First Interstate Bank of CA Fdn.
Sherwin-Williams Company
First Nation Wide Bank
Siemans Medical Systems, Inc.
First National Bank of Boston(The)
Sonat Foundation, Inc.
Ford Motor Company Fund
Southern California Edison Company
Forest City Enterprises, Inc.
Southland Corporation
Frisch's Restaurants, Inc.
Squibb Corporation
GenCorp Foundation Inc.
Stauffer Chemical Co.
General Electric Foundation
Sterling Drug Inc.
General Foods Fund, Inc.
Stone & Webster, Inc.
General Mills Foundation
Sumitomo Bank of California
General Motors Corporation
Sun Company, Inc.
General Reinsurance Corporation
Sun Life Assurance Company of Canada
Goodyear Tire & Rubber Co. Fund
Syntex Corporation
GrandMet USA, Inc.
Tandy Corporation
Great Northern Nekoosa Fdn, Inc.
Telemundo Gpoup, Inc.
GTE Service Corporation
Texaco Inc.
Gulf+Western Fdn,/Paramount Commun.
Texas Instruments
Guy F. Atkinson Company of California
Thomas J. Lipton Foundation, Inc.
Hallmark Corporate Fdn.
Time Warner Inc.
Handy & Harman Foundation
Times Mirror Foundation
Hartford Insurance Gp. Fdn, Inc.
Toyota Motor Sales, U.S.A., Inc.
Hershey Foods Corporation
TRW Foundation
Heublein Foundation, Inc.
U. S. Leasing
Hewlett-Packard Company
Union Carbide Corp.
Hilton Hotels Corporation
Union Pacific Foundation
Houghton Mifflin Company
Union Texas Petroleum
Hubbard Broadcasting, Inc.
United States Securities and Exch. Comm.
IBM Corporation
United States Tobacco Company
ICI Americas Inc.
Unitrode Corporaton
Ingersoll-Rand Company
UNOCAL
Inland Steel-Ryerson Fdn.
Upjohn Company
International Paper Co. Fdn.
UPS Foundation
J. Walter Thompson Company
USLICO
Johnson & Johnson
Valley Federal Savings
Johnson's Wax Fund, Inc.
Walgreen Co.
Jostens Foundation, Inc. (The)
Warner Communications, Inc.
Keebler Company
Wells Fargo Foundation
Kellogg Company
Western Digital Corporation
Kemper Group
Weyerhaeuser Company Foundation
Lever Brothers Co. Fdn, Inc.
Wisconsin Bell
Liquid Air Corporation
Wm. Wrigley Jr. Company Fdn
Lockheed Leadership Fund
Xerox Corporation
Louisiana Power & Light Company
11/27/89
10:26
NHSF
NO. 001
014
13
NATIONAL HISPANIC SCHOLARSHIP FUND
YEAR
AMT. AWARDED
CUMULATIVE
STUDENTS
CUMULATIVE
1976
$ 30,000
$ 30,000
115
115
1977
56,000
86,000
156
271
1978
86,000
172,000
234
505
1979
159,000
331,000
354
859
1980
245,000
576,000
500
1,359
1981
300,000
876,000
569
1,928
1982
350,000
1,226,000
596
2,524
1983
400,000
1,626,000
652
3,176
1984
450,000
2,076,000
714
3,890
1985
589,000
2,665,000
857
4,747
1986
1,000,000
3,665,000
1,348
6,095
1987
1,200,000
4,865,000
1,526
7,621
1988
1,600,900
6,465,900
1,982
9,603
11/27/89
10:26
NHSF
NO. 001
015
14
NHSF BACKGROUND INFORMATION
The National Hispanic Scholarship Fund is one of the largest and fastest
growing national Hispanic organizations whose mission is to provide
financial assistance to undergraduate and graduate students of
Hispanic-American background that attend a higher education institution
in the United States or Puerto Rico. Established in 1975, NHSF is a
non-profit, tax-exempt organization.
NHSF enters its second decade of operations maintaining its position as
the premier Hispanic scholarship institution in the nation. In the last
ten years, NHSF has awarded $4.8 million to more than 7,000 NHSF
scholars across the country representing hundreds of higher education
institutions. No other Hispanic organization has had the impact in the
arena of higher education that NHSF has achieved during the last decade.
Today, NHSF is supported by more than 250 corporations, and private
foundations.
NHSF recipients represent the cultural and ethnic heterogeneity of the
Hispanic community, which includes students of Mexican, Puerto Rican,
Cuban, Caribbean, Central and South American heritage. Scholars are
selected on the basis of academic achievement, personal strengths,
leadership, and financial need. The leading academic disciplines
represented by NHSF scholars - in which Hispanics are still vastly
underrepresented - includes Business, Engineering, Medicine, Law, and
Education.
In order to distribute funds equitably, NHSF dollars are proportionately
distributed by regions based on Hispanic population. The NHSF network is
divided into five regions: The West Region includes the states of
Alaska, Arizona, California, Idaho, Montana, Nevada, Oregon, Utah,
Washington, and Hawaii.
The Southwest Region includes the states of Colorado, New Mexico, North
Dakota, South Dakota, Nebraska, Kansas, Oklahoma, Wyoming, and Texas,
The Midwest Region includes the states of Illinois, Indiana, Iowa,
Michigan, Minnesota, Missouri, Ohio, and Wisconsin.
11/27/89
10:31
NHSF
NO. 002
001
Toyota Group Vice President Bob Best (right) presents an oversized replica of the first $33,000
Toyota Scholarship donation check to Ernest z. Robles and W. Ann Reynolds, Chancellor of the
California State University System.
ent parts of the country," he says.
become much more generous," says
sors, Chavez says. "Corporate
Later, the three called a meeting
Sedillo. "They are beginning to rec-
groups have looked at the National
with other Hispanic leaders in San
ognize their social-philanthropic re-
Hispanic Scholarship Fund and
Antonio, TX. "We wanted to pro-
sponsibility to consumers who buy
how it's run," he says. "It's run
vide a national organization that
their products. Hispanics are
efficiently. The Fund has always
would serve the entire Hispanic
spending millions of dollars buying
tried to keep the overhead cost
community," Sedillo says. Many at
Toyotas and products manufac-
under 25 percent, and it has been
the San Antonio meeting eventually
tured by companies that want to be
scrutinized not to spend more on ad-
became members of the Board of Di-
listed as companies that are giving
ministration, but more on scholar-
rectors, such as Gilbert Chavez,
something back to the community."
ships."
education specialist at the U.S. De-
Toyota, for example, will fund
In the academic year 1987-88, the
partment of Education. "We sat
scholarships for four Hispanic stu-
NHSF awarded $1.2 million to 1,526
there in San Antonio and thought
dents. "Thisi is the largest grant from
students, including 1,007 under-
we would create a national Hispanic
any Japanese company," Robles
graduates with scholarships up to
scholarship fund," Chavez recalls,
says. In the 1989-90 academic year,
$1,000, and 519 graduates with up to
"but we didn't know what to call it.
one freshman, one sophomore, one
$1,200 a year. Most of the students,
Every word meant something spe-
junior, and one senior will each re-
of whom 813 were women, attended
cific, like Chicano meant primarily
ceive $7,500 from Toyota, says Bob
top universities. About 35 NHSF
Mexican-American, and Hispanic
Best, Group Vice President for Toy-
scholars were enrolled in Harvard,
was not the word it is today." But for
ota. Other companies such as Gen-
31 in Stanford, and 112 in the Uni-
lack of alternative names. that would
eral Foods and McDonalds also
versity of Texas. Although the re-
address all Hispanics, the group
specify the scholarships they con-
cipients' fields of study are diverse,
gave it the name it bears today with
tribute. They determine the loca-
the NHSF sees a need to sponsor
pride - the National Hispanic
tion, status, or field of study of the
more Hispanic students in natural
Scholarship Fund.
recipient.
sciences, engineering, and mathe-
From the beginning, the NHSF
But most sponsors leave it up to
matics. "We feel that we now need
has always been privately funded
the NHSF to distribute the scholar-
to shift to the physical sciences,"
and has never received any state or
ship money. Last year, the Anhe-
Sedillo says. "We feel that there is
federal funds. Year after year, more
user-Busch Companies alone con-
not an abundance in these particular
companies jumped on board -
tributed more than $1.2 million for
fields as much as there is in business
ranging from long-time sponsors
scholarships and program develop-
and in liberal arts."
such as Anheuser-Busch, Inc. to new
ment. The NHSF is trying to keep
Hispanic undergraduate and
contributors such as Toyota Motor
administrative costs down and to
graduate students with at least one
Sales, U.S.A. "I think since the very
spend as much money as possible on
semester of college can apply to
first year, major corporations have
scholarships, which attracts spon-
receive a NHSF grant. Applications
HISTPANIC*January/February 14MV
41
11/27/89
10:31
NHSF
NO. 002
002
INVESTING
NTHE FUTURE
have to be sent to the NHSF San
Francisco headquarters by October
5. They are then sent to the regional
reviewing committees in the West,
Southwest, Midwest, Southeast,
and East. Each of the five regional
committees reviews, comments,
and returns the applications to the
NHSF. Robles and his staff then
make the final decision and recipi-
ents receive their grants by April.
Applicants are evaluated on four
different factors-grade point aver-
age, a personal essay, a letter from a
faculty member or advisor of their
school, and a statement of financial
need. Most applicants are "top-
flight students" with a grade point
average of 3.0, says Tomás Arcini-
ega, NHSF board member and
President of California State Univer-
sity in Bakersfield, CA. The state-
ment of financial need usually
weighs least and the grade point av-
erageand personal essay most in the
NHSF Executive Director Robles (right) accepts a $10,000 check from the United States
Tobacco Company. He is joined by Lorenzo Lamas, Pedro de Cordoba of the U.S. Tobacco
evaluation process, says Manuel
Company, and Roy Jasso of Anheuser-Busch (left).
Cereijo, a member of the Southeast
Reviewing Committee and Associ-
ate Dean of the College of Engineer-
ing at Florida International Univer-
In its thirteen years,
sity. "In the personal essay, some
the NHSF has awarded
students explain how their Hispanic
more than $5 million
background helped them realize
that they needed a better educa-
in scholarships.
tion," Cereijo says. "It usually re-
lates to what they expect to do or
what they have to go through to
later, Garcia received another NHSF
tributions to the NHSF have in-
make it through college."
scholarship while attending
creased steadily, and so has college
In 1978, for example, Carmen M.
Rutgers University's School of Law.
tuition. Richard Zamora, a senior at
Garcia, now a municipal court judge
"It made me feel hopeful that there
Georgetown University's School of
in Camden, NJ, did not have enough
were people out there that were
Business in Washington, D.C.,
money to continue college full-time,
concerned about me, not just as a
heard about the NHSF from the uni-
when she received a NHSF grant. "I
regular student, but also as a His-
versity's Center for Minority Stu-
really wanted to go to school full-
panic," Garcia says. "For the first
dent Affairs and is now a second-
time to pursue my educational
time, 1 felt that it really mattered,
year recipient of a scholarship. "I
goals, but at the same time, 1 had real
because the government was not
thought it was a great idea to have a
financial difficulties," Garcia says.
really responsive to minority
Hispanic scholarship fund, because
"Tapplied to the NHSF and was very
necds."
it costs a lot of money to go to Geor-
honored when I did in fact receive a
When the federal government
getown," Zamora says. "I am quite
scholarship. The money really
started to cut back financial aid over
in debt here, so any kind of grant
helped me that year." Four years
the last years, applications and con-
eases the burden." Tuition at Geor-
42
HISPANIC=Jahuary/February 199
11/27/89
10:32
NHSF
NO. 002
003
INVESTING
INTHE FUTURE
Hispanic support is necessary,"
says Chavez, who is involved in
generating more funds for the
NHSF through the Combined Fed-
eral Campaign (CFC). The CFC is a
list of more than 700 regional non-
profit and fundraising organiza-
tions, which are distributed to fed-
eral employees every year. The
workers have the option to contrib-
ute to any of the groups listed. Con-
tributions are private and tax-
deductible. Three years ago, eight
people wrote in the NHSF and con-
tributed about $2,000, Chavez says.
The second year, the NHSF was
listed and received about $40,000, he
says, and in 1988, it was listed in 540
campaigns, generating an estimated
$300,000 in funds. The 200,000 His-
panic federal workers are respond-
ing with a tremendous interest in the
NHSF, Chavez says. "Hispanics in
the federal government are looking
at organizations that they can con-
tribute to," he says. "There is a
strong theme among Hispanics to
help our own people."
NHSF board members expect the
fund to continue growing. In its
thirteen years, it has awarded more
than $5 million in scholarships.
"We don't have $1 million-grants,
Actor Lorenzo Lamas addresses the NHSF Awards Dinner in Los Angeles.
but we have a lot of varied and di-
verse support from the corporate
sector," Robles says. The increased
getown University tops about
get other scholarships that were
support of the NHSF shows an in-
$12,000 a year, in addition to $5,000
available to me and other Hispan-
creasing awareness of Hispanic
for room and board.
ics," she says. "In addition, 1 was
consumers and the Hispanic com-
Many scholarship recipients
offered an internship as a result of
munity in general, he says. And for
show their appreciation to the
the NHSF and then offered a job."
his $5,000 mortgage? The NHSF
NHSF by sending back small contri-
Garcia did not take the job, because
paid him back a long time ago.
butions or even volunteering their
at the same time she received a Ro-
"We've really done what we set out
time to sit on the Reviewing Com-
tary Scholarship to go and study in
to do." H
mittees, Cereijo says. "They always
Europe for a year. "The knowledge
send $10 to $15 back to the Fund."
that } lispanics throughout the coun-
Conny Lotze is Assistant Editor of
And students are not only thankful
try were benefitting from the Fund,
HISPANIC Magazine.
for the money they receive, but also
made me feel good," she says.
for the doors the scholarship opens
Increased Hispanic involvement
For scholarship applications, write to
for them, former student Garcia
is a priority for the NHSF. "Besides
NHSF, P.O. Box 748, San Francisco,
says. "It enabled me to branch out to
the IBMs and the General Electrics,
CA, 94101.
HISPANK January 1949
43
DEC-01-'89 17:45 ID:AB CORP RELATIONS
TEL NO: 314-577-0781
#776 P01
16(a)
ANHEUSER-BUSCH COMPANIES
FACSIMILE TRANSMITTAL SHEET
TO: Shiree Sanchez
FR: Corporate Relations/St. Louis
Carlos Santiago
PAGES TO FOLLOW:
14
IF YOU NEED ASSISTANCE WITH THIS TRANSMITTAL, PLEASE
CALL (314) 577-7091, fax # (314) 577-0781.
Anneuser-Busch Companies, Inc.
Executive Offices
One Busch Place
St. Louis, MO U.S.A. 63118-1852
Telex 447 117 ANBUSCH STL
DEC-01-'89 17:45 ID:HB CORP RELATIONS
IEL NU:314-577-0781
#776 P02
NEWS
ANHEUSER-BUSCH
COMPANIES
For more information, contact:
Rosemary Ravinal at 212/265-9150
FOR IMMEDIATE RELEASE
ANHEUSER-BUSCH HIGHLIGHTS 1989 SUPPORT
OF THE NATIONAL HISPANIC SCHOLARSHIP FUND
WITH UNIVISION TV SPECIAL
ST. LOUIS, August 29, 1989 -- A multifaceted fund-raising
program for the National Hispanic Scholarship Fund (NHSF) was
announced today by August A. Busch III, chairman of the board and
president of the Anheuser-Busch Companies, Inc.
Centerpiece of the 1989 program is a dazzling two-hour
television special entitled "Conciencia: Juntos Para Hacer La
Diferencia/Conscience: Together to Make the Difference"
that will be shown on over 520 of Univision's
satellite-interconnected broadcast and cable affiliates across the
country and Puerto Rico on Sunday evening, October 1, from 8-10 p.m.
EST.
During the TV show, viewers will have an opportunity to phone
in pledges to the NHSF, by calling 1-800-955-5858, which will be
shown on the screen throughout the show.
- more -
Proud Sponsor of the National Hispanic Scholarship Fund.
DEC-01-'89 17:46 ID:HB CURP RELATIONS
TEL NO: 314-577-0781
#776 P03
NHSF
Add One
In addition to the television special, Anheuser-Busch and its
wholesalers will undertake several other programs in support of the
NHSF during the coming months. Company officials anticipate the
total effort will result in more than $2 million in scholarships and
in-kind support for the NHSF.
"We are pleased to once again serve as the major corporate
sponsor of the National Hispanic Scholarship Fund," said Mr. Busch.
"For nearly a decade, we have had the opportunity to work as a
partner with the NHSF. We have provided support for scholarships,
as well as promotional and developmental programs."
"Our support for the NHSF is based on two factors. First, we
know the need for financial support of Hispanic college students is
growing rapidly. And second, the NHSF has demonstrated clearly that
it can efficiently and effectively address this need on a nationwide
basis," he added.
The television special will be a unique blend of some of the
best Hispanic entertainers today. Videotaped scenes from 12
celebrity dinners on behalf of NHSF to be held across the country in
September will highlight the TV presentation.
Sites for these celebrity dinners include Albuquerque, Chicago,
Dallas, Fresno, Houston, Los Angeles, Miami, New York, San Antonio,
San Francisco, Washington, D.C., and San Juan, Puerto Rico. Among
the dinner hosts are celebrated actor Edward James Olmos, Tejano
music star David Marez, "El Puma" Jose Luis Rodriguez, Dave Valentin
and singers Roberto Torres and Paloma San Basillo. Guests will
include city officials, as well as corporate sponsors contributing
donations to the NHSF.
- more -
DEC-01-'89 17:46 10:HB CURP RELATIONS
IEL NU:314-577-0781
#776 P04
NHSF
Add Two
Jesse Aguirre, vice-president of Corporate Relations for
Anheuser-Busch Companies, commented, "Since 1982, Anheuser-Busch and
our wholesalers have generated over $5 million in funds for the
NHSF. This includes direct donations and contributions resulting
from Anheuser-Busch fund-raising campaigns."
"For the first time this year we are working with the NHSF to
launch a large-scale public appeal for funds, using the television
show as a vehicle." "
In addition to the TV show and celebrity dinners, there will be
various fund-raising activities conducted at the local level by
Budweiser and Bud Light distributors. During October, in selected
cities, Anheuser-Busch and its distributors will make a donation to
the NHSF for each case of Budweiser and Bud Light cans sold.
Aguirre continued, "We hope to be as successful with this
effort as we were last year, when Mr. Busch announced an effort by
Anheuser-Busch to generate $2 million in scholarship funds and other
support for the NHSF. That sum -- including more than $1.2 million
in scholarships for the 1988-89 school year -- was reached earlier
this year. Thanks to our family of wholesalers, Anheuser-Busch has
been able to make a difference for 1,572 Hispanic students."
- more -
DEC-01-'89 17:47 ID:AB CORP RELATIONS
TEL NO: 314-577-0781
#776 P05
NHSF
Add Three
"With the strong support of Anheuser-Busch, the NHSF has
evolved into a vital institution that not only contributes to the
Hispanic community, but to the development of our future leaders as
well," said NHSF President Archbishop Patrick F. Flores of
San Antonio, Texas. "But the need remains critical, and we must
continue our mission of increasing the number of recipients each
year. For every NHSF scholar, there are two qualified students who
do not receive support because of lack of funds that's why we need
the entire community behind this ambitious effort," he added.
Anheuser-Busch Companies, Inc. is the parent company of
Anheuser-Busch, Inc., the world's largest brewer (maker of
Budweiser, Bud Light, Bud Dry, Michelob, Michelob Light, Michelob
Dry, Busch, Busch Light and Natural Light), Eagle Snacks, Inc.; and
Campbell Taggart, Inc., the nation's second largest commercial baker
(bakers of Colonial, Rainbo, Kilpatrick's and Earth Grains breads).
###
DEC-01-'89 17:48 ID:AB CORP RELATIONS
TEL NO: 314-577-0781
#776 P06
NEWS
ANHEUSER-BUSCH
COMPANIES
For more information, contact:
Rosemary Ravinal at 212/265-9150
FOR IMMEDIATE RELEASE
ANHEUSER-BUSCH COMPANIES AND THE NATIONAL HISPANIC SCHOLARSHIP FUND:
THE HISTORY OF THE PARTNERSHIP AND THE DEDICATION TO EXCELLENCE
ST. LOUIS, August 29, 1989 -- Recognizing the need to assist
Hispanics with their higher education careers, Anheuser-Busch
Companies committed themselves to promote the accomplishments and
programs of the National Hispanic Scholarship Fund (NHSF) almost a
decade ago.
The partnership between Anheuser-Busch and the NHSF began in
1981. In 1984, Anheuser-Busch announced plans for a long-term
commitment to the NHSF with the launching of a national campaign.
Anheuser-Busch sponsored "Encuentro '84," a series of introductory
receptions in five cities with significant Hispanic populations.
The next year their commitment doubled. "Encuentro '85" expanded to
include 10 receptions in Hispanic markets across the country.
-more-
Proud Sponsor of the National Hispanic Scholarship Fund.
DEC-01-'89 17:48 10:HB CURP RELATIONS
IEL NU:314-577-0781
#776 P07
Anheuser-Busch/NHSF Partnership
Add One
In 1986, their support of NHSF increased to include a national
fund-raising program and direct scholarships to students. The 1986
program, "America Salutes the National Hispanic Scholarship Fund,"
was backed by a $1 million commitment of support and 20 fund-raising
events.
Pledging to continue the expansion of its partnership,
Anheuser-Busch kicked off another $1 million commitment with the
"Join the Partnership" campaign in 1987. This program included 14
fund-raising gala banquets and 19 receptions. Funds raised in each
city directly benefited local Hispanic college students.
By far the most ambitious support effort in NHSF's history was
the 1988-89 "Budweiser/NHSF Challenge." Anheuser-Busch helped raise
approximately $1.5 million in scholarships for approximately 1,572
students. The "Budweiser/NHSF Challenge" included a wide range of
activities, including concerts, golf tournaments, art exhibits and a
sand castle.
As a result of Anheuser-Busch's long-term commitment to NHSF,
the annual award amount tripled from $400,000 in 1983 to
$1.2 million in 1987. In 1983, approximately 100 corporations
supported NHSF. By 1987, this number more than doubled to 250.
Most importantly, the number of scholarship recipients also
increased, from 652 in 1983 to almost 2,000 students in the 1988-89
school year.
###
#776 P08
A-B/NHSF CONTRIBUTION
TOTAL $4,545,000 (1982-1989)
$1,500,000
$1.5
$1.4
$1.3
$1,200,000
$1.2
$1.1
$1.0
$900,000
$0.9
# CONTRIBUTION
(Millions)
$0.8
$0.7
$600,000
$0.6
$0.5
$0.4
$300,000
$0.3
$0.2
$0.1
$10,000
$10,000
$25,000
5
$0.0
1982
1983
1984
1985
1986
1987
1988
1989
YEAR
A-B/NHSF SCHOLARSHIP RECIPIENTS
TOTAL 4,953 (1982-1989)
1.6
1,572
1,600
1.5
1.4
1.3
1.2
1.1
1.0
# OF RECIPIENTS
(Thousands)
0.9
0.8
775
0.7
638
0.6
0.5
0.4
300
0.3
0.2
0.1
15
16
39
R
0.0
1982
1983
1984
1985
1956
1987
1988
1989*
YEAR
D
1989 ESTIMATE
DEC-01-'89 17:49 ID:AB CORP RELATIONS
TEL NO:314-577-0781
#776 P09
1988
ANHEUSER-BUSCH
NATIONAL HISPANIC SCHOLARSHIP FUND RECIPIENTS
AL
1
AK
1
AZ
43
AR
1
CA
588
CO
29
CT
5
FL
113
GA
4
HI
3
ID
5
IL
39
IN
5
IA
3
KS
7
LA
8
ME
1
MD
13
MA
5
MI
14
MN
5
MS
1
MO
5
NE
2
NV
2
NJ
38
NM
47
NY
106
NC
3
OH
5
OK
8
OR
5
PA
15
RI
2
SD
2
TN
2
TX
280
UT
9
VA
5
WA
8
WI
5
WY
4
Puerto Rico
125
TOTAL
1,572
DEC-01-'89 17:50 ID:AB CURP RELATIONS
IEL NU:314-577-0781
#776 P10
TALKING POINTS TO:
NHSF SUMMARY GRAPH
NHSF SUMMARY
75% OF EDUCATION CONTRIBUTION TO NHSF
LARGEST CORPORATE HISPANIC PROGRAM
$4.5 MM SINCE 1982...OUT OF A $6MM TO
EDUCATION
e
NEARLY 5,000 A-B SCHOLARSHIPS SINCE 1982
43 STATES REPRESENTED BY A-B SCHOLARS
NEXT: 1989 EXTERNAL
REVIEW
Dolores Beliso
Hometown: San Francisco, CA
San Francisco State University
Junior
Major: Education
"The National Hispanic Scholarship Fund is mandatory. Without
it, a higher education would be a privilege and not a right for
students, especially those who are Hispanic."
Dolores has two more years to complete at San Francisco State
University. Her dream is to become a teacher.
Norma Alcala
Hometown: San Francisco, CA
University of California, Berkeley
Junior
Major: Psychology
"Getting the NHSF scholarship was one less financial worry for
me. The time I didn't have to spend at my part-time job,
allowed me to concentrate on my studies and continue my
education."
Isabel Santiago
Hometown: Rio Piedras, PR
University of Michigan
Second Year MBA Student
"When I first heard about the National Hispanic Scholarship
Fund, I was excited to know there existed an organization
dedicated to helping Hispanic students. I've told other
friends of mine about the Fund, and they too will be applying."
As soon as Isabel graduates from the University of Michigan,
she plans to work in the United States in a managerial position
and later return to her island home in Puerto Rico.
Janet Acevedo
Hometown: New York, NY
Fordham University
Junior
Major: Spanish
"I am grateful to NHSF and its corporate sponsors, like
Budweiser. Personally, I feel excited and honored to be a
recipient of such an honor."
Janet says that she has been motivated by family and friends to
maintain an "A-" average and pursue a graduate degree leading
to a career in school administration.
DEC 02 '89 19:04 HISPANIC MAGAZINE DC 20268240910
P.2/10
Ford
Through charitable contributions, Ford has contributed
generously to the educational funds for national Hispanic
organizations, scholarships for young Hispanic students, many of
them in the math and science fields, and drug abuse compaigns in
states with large Hispanic populations.
The Ford Minority Supplier Development Program and the
Minority Enterprise Small Business Investment Company are two
entities estalished by Ford that have been successful in developing
and increasing the ranks of qualified minority suppliers doing
business with the company.
In education, Ford has established a number of programs
designed to attract Hispanic students into math and science
classes.
Anheuser-Busch Inc
- Raised $2 million, this year for National Hispanic Scholarship
Fund by conducting local fund-raising activities such as dance-a-
thons, beach parties, battle of the bands and sports tournaments.
Over the past 7 years they have raised over $6 million that has
gone to nearly 10,000 Hispanic young people seeking a college
education.
- Hurricane Hugo relief efforts included the canning of 20,000
cases of drinking water and shipping to both Puerto Rico and the
U.S. Virgin Islands.
Philip Morris
- Has demonstrated considerable support for Hispanic organizations
through convention and conference sponsorships.
- Has developed & Census Awareness Campaign designed to increse the
participation of Hispanics in the 1990 Census.
- Has helped bring recognition and attention to the vastness of
Latin American Art by sponsoring the Latin American Spirit Art and
artists in the United States exhibit.
- Developed a successful Minority Vendor Program which includes
1,500 minority companies across the United States.
Coca-Cola
The Coca-Cola Foundation provides the following:
- Scholarship programs for Hispanics pursuing careers in
international management
DEC 02 '89 19:04 HISPANIC MAGAZINE DC 20268240910
P.3/10
- Support for recruitment efforts to attract Hispanics seeking
management careers through MBA programs
- Scholarships for Hispanic women making a mid-career change
- Support for Hispanic family literacy programs
- Continued support for the SER Jobs for Progress, Advanced
Business Training Center
Allstate
Allstate has provided significant support to two Hispanic
Education Organizations, the Hispanic Association of Colleges and
Universities and the Hispanic Association of Career Enhancement.
Both these organizations are dedicated to increasing success rates
of Hispanic students in higher education and improve the quality
of postsecondary educational opportunities for Hispanics..
Allstate also has an inovative college claim cirrculation
program that trainss students on how to adjust automobile and
property damages. This is done in coordination with an extensive
intern and recruitment program.
Pepsi Cola
Has developed an effective media campaign working with popular
Hispanic actor Edward James Olmos urging Hispanic kids to stay in
school.
Pepsi's Minority Business Enterprise program has proven to be
a practical, effective way of opening up ug bussiness to the small
entrepenuer.
Pepsi also has also sponsored many Hispanic cultural and
Heritage events accross the country.
Dr. Pepper/Seven-Up Companies, Inc.
Nationally and locally these companies have worked hand in
hand with Hispanic organizations by not only contributing
financially, but also attending events across the country.
Some of their contriutions include;
- In 1988, the company sponsored a breakfast where Dale Schaufel,
executive Vice President and CEO of the Seven-Up Co., addressed
United States Hispanic Chamber of Commerce convention attendees.
They also have been an exhibitor at the USHCC for the past two
years.
- The company has been a corporate sponsor for the last three years
of the Hispanic Heritage Awards, held during Hispanic Heritage Week
celebrations in Washington D.C.
DEC 02 '89 19:04 HISPANIC MAGAZINE DC 20268240910
P.4/10
- Dr. Pepper/Seven-Up actively pursues business relationships with
minority suppliers. However, the company's association with one
Hispanic printer, Munoz Printing, warrants special mention. They
nominated Cipriano Munoz, president of Munoz Printing, for the
award of Hispanic Business Man of the Year at the USHCC.
3 M
3 M has set up scores of co-op and internship programs, extensive
scholarships, commitments to virtually every national minority
engineering effort, and maintains at its headquarters and other
facilities courses to aid career and personal growth.
Recruitment is part of 3M's commitment. Since 1971, their
Science Training Encouragement Program has brought 25 to 30
minority and disadvantaged high school keds onto 3M property each
year and taught theem science.
The company supports many enghineering scholarships, too.
Some 40 students each year receive full scholarships andd get them
for the full four years. They are also investing in a program to
help graduate students.
generalized.
Doctors Hangus
Personal statement
Robert L. Flores
University of Utah
College of Law
h =(801)263-9484
September 26, 1986
Selection Committee,
National Hispanic Scholarship Fund
Estimados miembros del comité
Please accept these materials as my application for scholarship
assistance for the 1986-87 academic year. I am a 32 year old Chicano,
currently in my third and final year as a law student here at the University
of Utah.
My parents are from Abilene, Texas, where most of my extended family
still lives. I was born and have lived most of my life here in Salt Lake City. I
have also lived for short periods in Texas and in Mexico City. I have two
brothers and one sister living. My parents, and all of my extended family are
part of what I would call the "lower working class." My father, by far the
most successful of his immediate family, has a sixth grade formal
education. My mother was married at age 14 and did not complete junior high
school. While I was growing up my father first worked at the local garbage
dump. The whole family would go out with him and salvage food and other
things for our own use or to sell at our frequent rummage sales. Later he
worked as a gardener and handy man for people on the wealthy side of town.
My brothers and I would help him on weekends and during the summers. I did
the same work on my own through high school and part of college. My mother
worked in a greenhouse for a time then made sandwiches early in the
morning for a mobile catering firm.
I am the first and still the only one in the extended family to get a
college education. Throughout most of my adult life I have been involved in
community affairs in one form or another. During high school I served on the
Mayors' Youth Advisory Council. When I began my undergraduate studies in
1972 I got a work-study job with the Ethnic Studies Program at the
University. With that foundation I grew into a long and varied career as a
Chicano activist. The Ethnic Studies job exposed me to a wonderful group of
highly committed activists, both on campus and in the surrounding
community. I quickly got involved with a number of community organizations
and I became active in the Chicano Students Association. I graduated in
1978 and was named Chicano Student of the Year during that year. I was also
awarded the Ernesto Gonzalez Memorial Scholarship, honoring a student
activist who had been killed the year before. During my six years of
full-time undergraduate study (1 loved it ! )I was extensively involved in a
number of projects, including; the annual Chicano High School Recruiting
Days at the University, several Bilingual-Bicultural Education conferences,
the County Attorney's Panel on Police Brutality Against Minorities, the Utah
Endowment for the Humanities' Hispanic History Project, the United
1
Farmworkers Support Committee, the Canto Al Pueblo cultural celebration
in Corpus Christi, the University "Teatro Campesino" theater group, and
many other activities.
I received a bachelor of arts degree in Broadcast Journalism, with minor
emphases in Spanish, Behavioral Sciences, Political Science, and Ethnic
Studies. My academic interest in Communications coincided with my
community activism. In 1975 I joined the La Raza Media Committee and was
involved in creating a Chicano television program. Eventually I became
Producer and Co-Host of our weekly 30 minute show, "Aztlan, Ayer Manana y
Hoy." In conjunction with that position, I team-taught an undergraduate
course in Minorities and the Mass Media, although I was only an
undergraduate myself. At the same time I was working with the Cultural
Awareness Training Program, where I eventually became Assistant Director.
In that program we trained state social service and corrections employees
to be "sensitive" to Chicanos, Blacks, Asian-Americans, and Native
Americans. Towards the end of my undergraduate years, I began another
project, the creation of a non-commerical radio station to serve minorities
and other "alternative" community groups. I joined the Board of Directors,
and helped put together the various community surveys, grant proposals, and
regulatory applications for the station.
Upon graduating in 1978, I joined the Becas. Para Aztlan program, and
with a group of about a dozen other Chicanos from around the country I went
to Mexico for graduate studies. That was quite an experience. I first went to
the Universidad Nacional Autonoma de Mexico to study sociology, then
transferred to the graduate communications program at the Universidad
Iberomamericana. Unfortunately I had a number of personal, family, and
financial problems which made it increasingly difficult for me to continue.
When the Iberoamericana was destroyed in the 1979 earthquake I gave up
and came home.
Upon returning to Utah I resumed my work on the radio station project. I
created a CETA position for myself and became the Assistant Program
Director, and later became the Director of Public Affairs Programming. I
was involved in every aspect of planning, creating, managing, and funding
the station. When I left as an employee I rejoined the Board of Directors, and
am currently chair of the Programming Committee. I moved onto another
project, a local television program, "The Hispanic Review", which I planned,
created and managed. I recently turned over my position as Producer to a
young Puerta Riquena who I trained. I am still a co-host for that program.
During those post graduate years I also took a few graduate courses. I had
never lost my love of learning.
For one year prior to entering law school I worked as a community
organizer, grant writer, and lobbyist on low-income rural housing issues.
During that year I recieved an award for community service from the
Governor's Hispanic Advisory Council. Working in the ultra conservative
legislature and with local officials in rural Utah was so frustrating and
2
difficult that I decided it was time to increase my personal clout. 1 decided
to go to law school. To do SO I had to temporarily give up some of my
community activities. I resigned from my position on the Utah Chicano
Scholarship Fund Committee (yes I know from experience how hard it is to
select scholarship recipients). I resigned as County Vice-President of
SOCIO, the largest Hispanic organization in Utah. I withdrew my application
for Director of the State Office of Hispanic Affairs. And I threw a going
away party at which I warned my community activist colleagues that,
although I wasn't leaving physically, I would effectively be absent from the
community for three years.
Law school is hell ! With the aid of a strong support group in the law
school I have been very successful academically. In fact with that help I
have been able to do what no other minority has done in the history of this
school. I am at the top of my class and am an editor of the law review.
Unfortunately most minority students have been at the very bottom of the
class. Many have failed out. In recent years we have developed an academic
support program which has been fairly successful in improving the
performance of minority students. We are now preparing for a battle to
improve that program even further. The support program certainly has
helped me. The major thing that has hindered my further success has been
my irrepressible urge for activism. 1 have continued some of my off-campus
activism, especially with the radio and TV projects. And I have been raising
a little hell here at school. Earlier this year we created the Minority Law
Caucus. I am Vice-President. After a frustrating battle with the placement
center, we decided to create our own placement project since minority
students have not been able to get jobs. We are planning a variety of
activities for this year, including the sponsoring of speakers, a newsletter,
etc. For the past year and a half I have been tutoring other minority
students. I am active with a legal fraternity. I am a student member of the
Utah Hispanic Bar Association. 1 have also been appointed to a national
position with the Law Student Division of the American Bar Association. I
am now serving as student Liaison to the ABA Consortium on Legal Services,
a group which oversees the ABA's extensive involvement on behalf of legal
services to the poor. It is very important and satisfying work. However it
involves a lot of travel around the country and other time requirements
which take away from my studies. And not all of the expenses are covered. I
have already incurred about $1200 in personal debt for travel costs and
expect to add to that during the remainder of my one year term of office.
That of course is in addition to my existing school loan debts.
My various experiences with teaching, including the law school tutoring,
have convinced me that my strongest career interest is in teaching. I am
told that it is extremely difficult to get a teaching position in law. The
competition is fierce, and the academic requirements are very, very high.
Only a handful of Hispanics have been able to cross those barriers. We are
fortunate to have one of the few here at the University. If I had gone to
3
Harvard and was at the top of my class my own chances for a teaching
position would be very good. Unfortunately I am not that wealthy. I never
even considered Harvard or any other outrageously expensive school. With
the academic success I have had at the University of Utah, a "respectable"
but not traditionally top ten school, I do have some chance if I work hard and
play all the right cards. I am strongly considering going for a graduate law
degree at one of the top schools. That will partly depend upon how badly in
debt I am when I finish my current degree.
My financial situation is such that I could get through the remaining year
of law school if I just kept working part time as I did during the previous
two years. Unfortunately, with the recently added demands of my editorial
duties on the Utah Law Review and the various service activities that I have
already overcommitted to my grades are now dropping slightly. If I take on
the additional pressure of employment, I have no doubt that my grades will
suffer significantly. That will effectively eliminate many of my career
options in the extremely grade concious legal profession. 1 have already
explored all the financial aid options which I have been informed of. I would
appreciate any assistance that might be forthcoming from the National
Hispanic Scholarship Fund. I am sure that there are many other students
whose financial needs are greater, and who are working at least part time
to meet their own needs. I could do the same, as 1 have in the past, but !
would then have to drop back into the pack, rather than being a leader. Being
the first minority to achieve such heights at the University is important to
me. It is important to my community. Having just one more Hispanic lawyer
is not going to make that much difference. But having a Hispanic lawyer
with the credentials to break into areas in the profession where minorities
in Utah have never ventured will make a difference.
mil gracias,
Up Date:
Mr. Robert Flores, Esq. graduated Cum Laude, and now works at Wilmer, Cutler
& Pickering in Washington, D.C.
If Mr. Flores is acceptable perhaps you could invite him and his wife to the
reception.
W-202/244-8831
H-202/663-6000
4
RECOMMENDED LIST
OF HISPANIC ORGANIZATIONS
1. Mr. Ernest Z. Robles
Executive Director
1-
National Hispanic Scholarship Fund
P.O. Box 748
San Francisco, CA 94101
415-892-9971
2.
Mr. Jesse Aguirre
President
National Hispanic Corporate Council
P.O. Box 52085
Phoenix, AZ 85072-2085
602-952-7747
3.
Dr. Antonio Rigual
Executive Director
Hispanic Association of Colleges and Universities
411 S.W. 24th Street
San Antonio, Texas 78207
512-433-1501
4.
Mr. Pedro Viera
President
SER Jobs for Progress National, Inc.
1355 River Bend Drive Suite 240
Dallas, Texas 75247
214-631-3999
5.
Ms. Margarita Colmenares
President
Society of Hispanic Professional Engineers
5400 E. Olympic Boulevard Suite 225
Los Angeles, CA 90022
213-725-3970
6. Mr. Richard Farias
President
Association for the Advancement of Mexican Americans
204 Clifton Street
Houston, Texas 77011
713-926-9491
7.
Ms. Antonia Hernandez
President and General Counsel
Mexican American Legal Defense and Educational Fund
634 S. Spring Street 11th Floor
Los Angeles, CA 90014
213-629-2512
8.
Mr. Mario Diaz
National Chairman
G.I. Forum of the United States
1017 N. Main Suite 201
San Antonio, Texas 78212
512-223-1697
9.
Mr. Guarione M. Diaz
President
Cuban American NAtional Council
300 S.W. 12th Avenue 3rd Floor
Miami, FL 33130-2038
305-642-3483
10.
Ms. Inocencia Cosme
President
Grand Council of Hispanic Societies in Public Service
30 Vesey Street 11th Floor
New York, NY 10007
212-349-7300
11. Ms. Lillian Aguilar
President
Latin Business Association
5400 E. Olympic Blvd. Suite 237
Los Angeles, CA 90022
213-721-4000
12. Mr. Luis Sabines
President
Latin Chamber of Commerce of U.S.A.
1417 W. Flager Street
Miami, FL 33135
305-642-3870
13. Ms. Irma Maldonado
President
Mexican American Women's National Association
1201 16th Street, N.W. Suite 230
Washington, D.C. 20036
202-822-7888
14. Mr. Jose Longoria
Executive Director
LULAC National Education Service Centers, Inc.
400 First St., N.W. Suite 716
Washington, D.C. 20001
202-347-1652
15. Mr. Raul Yzaguirre
President
National Council of La Raza
810 First STreet, N.E. Suite 300
Washington, D.C. 20002
202-289-8173
16. Mr. Manuel Oliverez
President
National Image, Inc.
810 First Street NE
Washington, D.C. 20002
202-289-3777
17. Dr. Harry Pachon
President
National Association of Latino Elected
and Appointed Officials
708 G Street, SE
Washington, D.C. 20003
202-546-2536
18. Mr. Francisco Newton
Executive Director
National Association of Hispanic Journalists
National Press Building Rm. 634
Washington, D.C. 20045
202-783-6228
19. Dr. Janice Petrovich
National Executive Director
Aspira Association, Inc.
1112 16th Street, N.W.
Washington, D.C. 20036
202-835-3600
20. Mr. Louis Nunez
President
National Puerto Rican Coalition
1700 K Street, N.W. Suite 500
Washington, D.C. 20006
703-223-3915
21. Mr. Ruben Franco
President and General Counsel
Puerto Rican Legal Defense and Education Fund
99 Hudson Street 14th Floor
New York, NY 10013
212-219-3360
22. Ms. Celia G. Torres
Chairperson
National Network of Hispanic Women
611 Wilshire Blvd. Suite 400
Los Angeles, CA 90017
213-624-3697
23. Mr. Dionicio Morales
President
Mexican American Opportunity Foundation
6252 E. Telegraph Rd.
City of Commerce, CA 90040
213-722-7807
24. Mr. Guadalupe Garcia
President
U.S. Hispanic Chamber of Commerce
4900 Main Street Suite 700
Kansas City, Missouri 64112
816-531-6363
25. Mr. Tony Valencia
Presdient and CEO
Mexican American Foundation
1446 Front Street Suite 203
San Diego, CA 92101
619-232-1010
ARCHBESHOP PATRICK FLORES
See
next
MARIO MORENO
MALDEF REGIONAL COUNSEL
page
1430 K ST. N.W. # 700
WABHONGTON DC 20005
THE WHITE HOUSE
WASHINGTON
SCHEDULE PROPOSAL
November 2, 1989
TO:
JOSEPH HAGIN
DEPUTY ASSISTANT TO THE PRESIDENT
FOR APPOINTMENTS AND SCHEDULING
THROUGH:
DAVID DEMAREST
ASSISTANT TO THE PRESIDENT
FOR COMMUNICATIONS
FROM:
SICHAN SIV
DEPUTY ASSISTANT THE PRESIDENT
FOR PUBLIC LIAISON
SHIREE SANCHEZA
ASSOCIATE DIRECTOR
OFFICE OF PUBLIC LIAISON
REQUEST:
TO HOST AN EAST ROOM BRIEFING AND STATE FLOOR
RECEPTION TO HIGHLIGHT THE SUPPORT OF CORPORATE
AMERICA IN THE HISPANIC COMMUNITY.
PURPOSE:
To commend and encourage the continued
participation of corporate America partnerships
with the Hispanic community, the top 50
corporations in the U.S. who through corporate
philanthropy, recruitment, sponsorship of Hispanic
events, organizations, and educational programs
are identified as providing the most opportunities
for Hispanics.
BACKGROUND:
A primary source of funding for organizations and
programs in the Hispanic community is from
corporate America.
In recognizing these corporations, the invitee
would include: the CEO's and spouses from these
corporations, the Corporate Outreach decision
maker, and the beneficiaries of these efforts in
the Hispanic community, i.e.; leadership from
the organizations, scholarship programs, etc
Hispanic Magazine in conjunction with the Hispanic
Corporate Council will provide the needed
research. Hispanic Magazine would like to feature
the President and Mrs. Bush on the cover of the
Jan.- Feb. issue, and use the event as a feature
story. Univision would also participate where
appropriate.
PREVIOUS
PARTICIPATION: None
DATE AND TIME: November 28, 1989
Briefing: 5:00 - 6:30 p.m.
Reception: 6:30 - 8:00 p.m.
LOCATION:
East Room briefing / State Floor reception
PARTICIPANTS: BRIEFING: The President
Secretary Mosbacher
Ambassador Hills
Greg Petersmeyer, Deputy Assistant to
the President, National Service
RECEPTION: The President
Mrs. Bush
Secretary Cavazos
Secretary Lujan
Briefing participants
Invited Guests
OUTLINE
OF EVENTS:
The President arrives in the East Room
as the final speaker
The President gives brief remarks
The President departs East Room
The President and Mrs. Bush host receiving line
for guests departing the East Room for State Floor
reception
The President and Mrs. Bush participate in
State Floor Reception
The President and Mrs. Bush depart.
REMARKS
REQUIRED:
5 minutes
MEDIA
COVERAGE:
Press Pool
PROJECT
OFFICER:
Shiree Sanchez
Associate Director
Office of Public Liaison
1.
Coca - Cola
1 Coca - Cola Plaza
Atlanta, Georgia 30301
(404) 676-2121
Roberto C. Goizueta
Chairman of the Board & CEO
Bonnie Garcia
National Director of Hispanic Markets
2. Bacardi
2100 Biscayne
Miami, Florida 33137
(305) 573-8511
Manuel A. Del Valle
President
Freddy Pierda
Senior Brand Manager
3. Dow Chemical
2030 Willard H. Dow Center
Midland, MI. 48674
(517) 636-1000
Frank P. Popoff
President, CEO & Chairman of Executive Committee
Ramon Arias
Dow Brands Manager
4. J.C. Penney Company, Inc.
14841 N. Dallas Parkway
Dallas, TX 75240
(214) 591-1000
William R. Howell
Chairman of the Board & CEO
Patricia Asip
Manager of Special Segment Marketing
5. General Motors
General Motors Bldg.
Detroit, MI 48202
(517) 377-5000
Roger B. Smith
Chairman & CEO
Leo Garcia
Manager of Urban Affairs
6. Lockheed Corporation
4500 Park Granada Blvd.
Casablanca, CA 91399
(818) 712-2000
Daniel L. Tellep
Chairman of the Board & CEO
Tom Keeton
Corporate Director
7. Metropolitan Life Insurance Company
1 Madison Avenue
New York, NY 10010
(212) 578-2211
John J. Creedon
President & CEO
Isabel Garcia
Hispanic Marketing
8. Goya Foods Inc.
100 Seaview Dr.
Secaucus N.J. 07096
(201) 348-4900
Joseph A. Unanue
President
Joseph F. Unanue
Vice President
9.
Hallmark Cards Inc.
2501 McGee
Kansas City, MO 64141
(816) 274-5111
Irvine O. Hockaday
President & CEO
Philip Aponte
Managing Director, Latin America
10. General Electric
3135 Easton Turnpike
Fairfield, CT 06431
(203) 373-2211
John F. Welch, Jr.
President, CEO & Chairman of the Board
Arthur Puccini
Vice President, Corporate Employee Relations
11. IBM
Old Orchard Road
Armonk, N.Y. 10504
(914) 765-1900
John F. Akers
Chairman, Pres & CEO
Richard Hernandez
Director, Public Relations
12. Seagram
375 Park Ave.
New York, N.Y. 10152
(212) 572-7000
Edgar M. Bronfman, Sr.
Chairman & CEO
Clyde Allen
Director of Minority Affairs
13. Sears
Sears Tower
Chicago, Illinois 60684
(312) 875-2500
Edward A. Brennan
Chairman & CEO
Ms. Sandra C. Hagerty
Director, Affirmative Action & Equal Opportunity Programs
14. Southland
2711 North Haskell
Dallas, TX 75204
(214) 828-7011
John P. Thompson
Chairman
Gil Gallegos
Affirmative Action - EEO
15. Southwestern Bell
One Bell Center
St. Louis, MO 63101
(314) 235-9800
Zane E. Barnes
Chairman of the Board & CEO
Hector Gutierrez, Jr.
General Manager, Regional Sales
16. Ford Motor Company
World Headquarters, Rotunda Drive
Detroit, MI 48121
(313) 322-3000
Donald E. Petersen
Chairman & CEO
Ed Rodriguez
Assistant Manager Corporate Urban Programs
17. GTE
1 Stanford Forum
Stanford, CT 06904
(203) 965-2000
James L. Johnson
Chairman & CEO
Bruce Carswell
Senior Vice President, Human Resources
18. Banco Popular De Puerto Rico
San Juan, PR
(809) 763-4988
Richard Carrion
President & CEO
Edgardo N. Vasquez
Vice President, American Operations
7 West 51st St.
New York, NY 10019
(212) 315-2800
19. Proctor & Gamble Company
P.O. Box 599
Cincinnati, OH 45202
(513) 983-1100
J.G. Smale
Chairman of the Board & CEO
Neil Comber
Director of Special Markets
20. Apple Computer, Inc.
20525 Mariani Ave.
Cupertino, CA 95014
(408) 996-1010
John Sculley
Chairman, President & CEO
Santiago Rodriguez
Manager of Multi-Cultural Programs
21. Kraft
Kraft Court
Glenview, IL 60025
(312) 998-2000
Michael A. Miles
President & CEO
Tom Rickey
V.P. Corporate Communications
22.
Rockwell International Corporation
2230 E. Imperial Hwy.
El Segundo, CA 90245
(213) 647-5000
Donald R. Beall
Chairman of the Board & CEO
Al Mejia
Director of Urban Affairs-Aerospace
23. Hughes Aircraft Co.
7200 Hugh Terrace
Los Angeles, CA 90045
(213) 568-7200
Dr. Malcolm R. Currie
Chairman of the Board & CEO
Fred Rodriguez
Manager of Corporate Employment Programs
24.
Chevron Corp.
225 Bush St.
San Francisco, CA 94104
(415) 894-7700
Kenneth T. Derr
Chairman of the Board & CEO
Kim-Lan Condradt
Community Relations
25. Miller Brewing Company
3939 W. Highland Blvd.
Milwaukee, WI 53208
(414) 931-2000
Leonard J. Goldstein
President & CEO
Jose Ruano
Manager of Hispanic Marketing
26. Burger King Corporation
17777 Old Cutter Road
Miami, FL 33152
(305) 378-7011
Ron Petty
President
Vicente Silva
Manager of Hispanic Affairs
27. Warner Lambert
201 Tabor Rd.
Morris Plains, N.J. 07950
(201) 540-2000
Joseph D. Williams
Chairman & CEO
Felix J. Garcia
TOD, Pharmaceuticals Manufacturing Services Vice President
28. Marriott
Marriott Drive
Washington, D.C. 20058
(301) 380-9000
J.W. Marriott
Chairman, President & CEO
Al Rankin
Vice President of Corporate Relations
29. McDonald's
1 McDonald's Plaza
Oak Brook, IL 60521
(312) 575-3000
Fred L. Turner
Chairman
Charles Barajas
Staff Dir. for Affirmative Action
30. The Equitable Life Assurance Society of the U.S.
787 Seventh Ave.
New York, NY 10019
(212) 554-1234
Richard H. Jenrette
Chairman of the Board
Gregory C. Good, Jr.
Senior Vice President, Corporate Communications
31. Ryder System, Inc.
3600 N.W. 82nd Ave.
Miami, Florida 33166
(305) 593-3726
M. Anthony Burns
Chairman, Pres. & CEO
James Champion
Director of Human Resources & EEOC Programs
32. Xerox
800 Long Ridge Rd.
Stamford, CT 06904
(203) 968-3000
David T. Kearns
Chairman & CEO
P. Gus Cardenas
Nat. Liasion for Hisp. Affairs
33. Allstate
4 Allstate Plaza
Northbrook, IL 60062
(312) 402-5000
Wayne Hadien
Chairman & CEO
Thomas W. Tewsbury
Senior V.P. Corporate Human Resources
34. Mobil Corporation
150 E. 42nd Street
New York, NY 10017
(212) 883-4242
Allen E. Murray
Chairman of the Board & CEO
Rex D. Adams
Vice President of Administration
35. AT&T
550 Madison Ave.
New York, N.Y. 10022
(212) 605-5500
Robert E. Allen
Chairman & CEO
Rita di Martino
Director, International Public Affairs
36. Anheuser Busch
1 Busch Place
St. Louis, MO 63118
(314) 577-2000
August A. Busch III
Chairman, Pres., & CEO
Jesse Aguirre
Vice President Corporate Relations
37. Atlantic Richfield
515 S. Flower St.
Los Angeles, CA 90071
(213) 486-3511
Lodwrick M. Cook
Chairman & CEO
Al Zapanta
Director Government Relations
38. Colgate-Palmolive
300 Park Ave.
New York, N.Y. 10022
(212) 310-2000
Reuben Mark
Chairman, Pres., & CEO
Juan Melendez
General Manager, Hispanic Marketing
39. Coors
Adolph Coors Co.
Golden, CO 80401
(303) 279-6565
William K. Coors
Chairman
Carlos Soto
Regional Manager
40. Domino's
P.O. Box 997
Ann Arbor, MI 48106
(313) 930-3030
Thomas S. Monaghan
Chairman, Pres., & CEO
Burke Cueny
Director of Marketing
41. Dr. Pepper - 7 UP Company
8144 Walnut Hill Lane
Dallas, TX 75231-8144
(214) 360-7000
John R. Albers
Pres., & CEO
Jim Ball
V.P. Corporate Communications
42. Pepsi Cola Co.
Rtes 35 & 100
Somers, N.Y. 10589
(914) 767-6000
Craig Weatherup
President
Ron Harrison
Vice President
43. Philip Morris Co. Inc.
120 Park Ave.
New York, N.Y. 10017
(212) 880-5000
Hamish Maxwell
Pres., & CEO
Frank Gomez
Director of Public Affairs
44. Polaroid Corp.
549 Technology Sq.
Cambridge, MA 02139
(617) 577-2000
I. MacAllister Booth
President & CEO
Harry Johnson
Director of Public Affairs
45. American Airlines
P.O. Box 619616
DFW Airport, TX 75261-9616
(817) 335-1234
Robert L. Crandall
Chairman & CEO
Barbara Landers
Managing Director Personnel Resources
46. Northrup Corporation
1840 Century Park East
Los Angeles, CA 90067
(213) 553-6262
Thomas V. Jones
CEO
L.T. Walker
Manager of Affirmative Action Programs
H001-1A, Northrup Corporation
8900 East Washington Blvd.
Pico Rivera, CA 90660
(213) 942-5009
47. Univision
767 Fifth Avenue, 12th Floor
New York, NY 10153
(212) 826-5266
Joaquin Blaya
President
48. Avon Products, Inc.
9 West 57th Street
New York, NY 10019
(212) 546-6015
James E. Preston
CEO
Sonia Green
Marketing Sales Manager
49. RJR Nabisco, Inc.
Corporate Headquarters
300 Galleria Parkway
Atlanta, GA 30339
(404) 852-3000
Louis V. Gerstner
President & CEO
Donald G. Haver
V.P. Contributions
50.
K Mart
3100 W. Big Beaver Rd.
Troy, MI 48084
(313) 643-1000
Joseph E. Antonini
Chairman, President & CEO
Ron Dejaeghere
Vice President Community Affairs
51. U.S. West International
5251 DTC Parkway - Penthouse One
Englewood, Colorado 80111
(303) 796-2520
Reynie U. Ortiz
President
52. Exxon Corporation
1251 Avenue of the Americas
New York, NY 10020
(212) 333-1000
Lawrence G. Rawl
Chairman of the Board & CEO
T.H. Tiedemann, Jr.
V.P. Human Resources
53. Federal Express Corporation
P.O. Box 727
Memphis, TN 38194
(901) 369-3600
Frederick W. Smith
Chairman of the Board, President & CEO
Michael Glenn
Vice President, Express Marketing
54. Gerber Product Co.
444 State St.
Freemont, MI
49412
(616) 928-2000
David W. Johnson
Chairman & CEO
Joaquin Pericas
Director of Marketing Research
55. Mary Kay
8787 Stemmons Freeway
Dallas, TX 75247
(214) 630-8787
Mary Kay Ash
Founder
Marcia Shivers
Project Manager
56. Kellogg
1 Kellogg Square
Battle Creek, MI 49016
(616) 961-2000
William E. LaMothe
Chairman & CEO
Neil Nyberg
Director of Corporate Communications
57. Borden Inc.
277 Park Ave.
New York, NY 10172
(212) 573-4000
R.J. Ventres
Chairman & CEO
Judy Barker
Director Borden Foundation
58. Goodyear
1144 East Market Street
Akron, OH 44316-0001
(216) 796-2121
T.H. Barrett
Chairman of the Board & CEO
Joseph Genaro
Management Engineer
59. Ralston Purina
Checkerboard Square
St. Louis, MO 63164
(314) 982-1000
William P. Stiritz
Chairman of the Board, President & CEO
Elmer Richars
Director of Public Relations
60. Sara Lee Corporation
Three First National Plaza
Chicago, IL 60602-4260
(312) 558-8587
John H. Bryan, Jr.
Chairman of the Board & CEO
Elynor A. Williams
61. American Express
American Express Towers
World Financial Center
New York, NY 10285-3130
(212) 619-2000
James D. Robinson, III
Chairman & CEO
Carlos Ordonez
Vice President Personal Card
62. Quaker Oats
Merchandise Mart Plaza
Chicago, IL 60654
(312) 222-7111
William D. Smithburg
Chairman & CEO
Jose Garduno
Manager Customer Financial Service
63. McDonnell Douglas
P.O. Box 516
St. Louis, MO 63166
(314) 232-0232
John F. McDonnell
Chairman & CEO
Jim Reed
Director of Public Relations
64. 3M
3M Center Bldgs 14W-04
St. Paul, MN 55144
(612) 733-1110
Allen F. Jacobson
Chairman of the Board & CEO
Miles Nelson
Director of Corporate Communications
65. Carnation Company
5045 Wilshire Blvd.
Los Angeles, CA 90036
(213) 932-6000
T.F. Crull
President & CEO
Leticia Quezada
Manager of Hispanic Marketing
66. Pfizer
235 E. 42nd Street
New York, NY 10017
(212) 573-2323
Edmond T. Pratt, Jr.
Chairman of the Board & CEO
Charlene McElray
Division of Equal Opportunity Affairs
67. Johnson & Johnson
One Johnson & Johnson Plaza
New Brunswick, NJ 08933
(201) 524-0400
Ralph S. Larsen
Chairman of the Board & CEO
F. Robert Kniffin
Director of Corporate Public Relations
THE WHITE HOUSE
WASHINGTON
1980 OCT 30 PM 4: 09
October 27, 1989
THE PRESIDENT HAS SEEN
MEMORANDUM FOR THE PRESIDENT
THROUGH:
GOVERNOR SUNUNU
HS
FROM:
DAVID Q. BATES
SUBJECT:
Task Force on Hispanic Education
Attached for your review and signature is a memo to
Secretary Cavazos directing him to establish a Task Force on
Hispanic Education within the Domestic Policy Council's Education
Working Group.
For social and historical reasons, the educational problems
of Hispanic Americans are especially acute. The Hispanic
population has extremely high rates of illiteracy and the
highest dropout rate of any racial or ethnic group.
The White House has been approached by representatives of
several Hispanic organizations, and Governor Sununu met with the
National Council of La Raza before the Education Summit in
September. The Department of Education agrees that this issue
could best be handled by the DPC's Education Working Group, which
Secretary Cavazos chairs.
Attachment
THE WHITE HOUSE
WASHINGTON
MEMORANDUM FOR THE SECRETARY OF EDUCATION
SUBJECT:
Education of Hispanic Americans
All children in America should have the opportunity to achieve
their fullest potential as human beings. And, as you know, much
of that opportunity depends on education.
Sadly, Hispanic Americans are especially undereducated. As
Hispanics become the largest minority group in the United States
early in the next century, it becomes more and more important to
overcome the crisis in Hispanic education.
Indeed, the statistics that you have provided to me compel
attention:
Between 9 and 11 percent of Hispanic students drop out of
high school each year -- the highest dropout rate of any
major ethnic or racial group.
Among Hispanics over the age of 25, an alarming 52 percent
have not completed high school, compared to 24 percent of
non-Hispanics.
Only 10 percent of Hispanics over the age of 25 have
completed four or more years of college, compared to 21
percent of non-Hispanics.
Every major report on adult illiteracy has found that the
rate for Hispanics is much higher than the rate for the non-
Hispanic population.
The Working Group on Education of the Domestic Policy Council,
which you chair, is already addressing important education
issues. I would ask that you form a Task Force within that
Working Group to focus on Hispanic education. The Task Force on
Hispanic Education will report to me through the Domestic Policy
Council and its Education Working Group.
2
Specifically, the Task Force on Hispanic Education should:
Assess the participation of Hispanics in Federal education
programs.
Identify barriers that may limit Hispanic participation in
Federal education programs.
Suggest alternative strategies to enhance Hispanic
participation in Federal education programs.
The Task Force should complete its work and report to me by the
end of February 1990 so that the results of its work can be
incorporated, as appropriate, into our broader efforts to improve
American education in conjunction with the setting of national
goals as called for at our Education Summit.
I also understand that you will be appointing a special advisor
on dropouts -- a new position in your office. Because of the
problem of dropout rates in the Hispanic community, I urge you to
direct your special advisor to work closely with representatives
of the Hispanic community.
e must step up our efforts to ensure the education of Hispanic
Americans as a vital part of our overall commitment to excellence
in education.
CyBul
SER-Jobs for Progress National, Inc., 1355 River Bend Drive, Suite 240, Dallas, Texas 75247
BULK RATE
SER-
U.S. POSTAGE PAID
DALLAS, TEXAS
Jobs For
PERMIT NO. 1438
Progress
National, Inc.
Cultivating America's Greatest Resource: People
DML-0035
Ms. Sherry Sanchez
Associate Director
Office of Public Liaison
The White House
O.E.O.B. 196
Washington, DC 20500
SER-Jobs for Progress,
Inc.'s 24th Annual
Conference &
2nd Annual Job Fair
Dallas, Texas
Fairmont Hotel
AND THE FAMILY
FOUNDATION FOR AMERICA'S FUTURE
April 10-14, 1990
Logo design courtesy of Anderson Fischel Thompson
Typography courtesy of Bozell, Jacobs, Kenyon &
Eckhardt
Printing courtesy of LTV Missiles & Electronics Group
Traditionally, Americans have relied on the family to provide HISPANIC economic and social stabil-
Literacy and the Family:
Foundation for America's Future
ity. From meeting the developmental needs of toddlers to housing grandparents, the fam-
ily has always been the primary source of strength and values, and the provider of
"services" for the immediate and extended family. However, in recent years, the family
structure has had to withstand the challenges thrust upon it by an ever changing and
increasingly complex world. Moreover, the family has undergone the tragedies of drug
abuse, teenage pregnancy, youth school drop out, crime and unemployment. Many of
these symptoms can be traced to a major problem in America today: the exceedingly high
rate of illiteracy.
Hispanic Americans, perhaps more than any other segment of the United States popula-
tion, have an even greater stake in overcoming this problem than most. Faced with a dis-
proportionate rate of functional illiteracy (approximately one-third of the estimated 23
million functional illiterates in the U.S. are Hispanic) and a staggering dropout rate of over
50 percent, Hispanic Americans are returning to its traditional source of strength - the
family - in an effort to end this intergenerational tragedy.
SER-Jobs for Progress, Inc., building on its 25-year history of providing employment and
AND THE FAMILY
training services, developed a program in 1986 which combines the resources inherent in
the traditional family unit with the latest technology to positively influence the learning
process. This program, the SER Family Learning Center, incorporates these elements to
FOUNDATION FOR AMERICA'S FUTURE
help participants master basic academic and job skills essential to attaining economic and
social well-being.
At SER's 24th Annual Conference in Dallas, Texas, the Family Learning Center approach,
as well as innovative advancements in basic skills training, will be further explored in
workshops, panel sessions, and public forums. Please join SER network representatives,
educators, community leaders, public officials and corporate executives in the continuing
development of solutions to the illiteracy problem in the Hispanic community as it effects
the family, the corporate sector and the nation as a whole.
SER-Jobs for
Who Should Attend?
Private Industry Councils
Progress, Inc.'s
Major U.S. corporations
Educational institutions/Students
Literacy organizations
Labor & trade unions
24th Annual
Hispanic & other minority groups
Advertising & consumer groups
Small business enterprises
Foundations
Conference &
Federal, state & local government
Human resource departments
Community-based organizations
Professional job applicants
2nd Annual
Workshop Topics Include:
Job Fair
Literacy Programs & the Changing Role of the Family - Effective local
family-centered literacy programs & the impact of changes in JTPA on those
Dallas, Texas
programs will be explored.
Literacy Programs & the Changing Role of the Private Sector - Future
labor force needs & the importance of corporate & foundation involvement in
Fairmont
preparing for those needs will be discussed (i.e., work force literacy.)
Innovative Programs for Women: Welfare to Work - Discussion of inno-
Hotel
vative literacy & employment training programs that assist women make the
transition from welfare to work.
April 10-14, 1990
Literacy Programs & the Changing Role of the Government - Recent
changes in JTPA & the need to incorporate literacy training in all public
sector training programs will be discussed.
Intergenerational Child Care - Overview of the importance of intergenera-
tional "smart" child care. Illustrations of model programs will be presented.
Innovative Methods to Keep Youth in School - Analysis of programs that
use alternate curricula & methods that help prevent youth from dropping out.
Tentative Agenda
For more
Monday, April 9
information,
8:00 pm - 10:00 pm
Press Reception
Tuesday, April 10
call SER
10:00 am - 5:00 pm
Registration
8:00 am - 9:00 am
Directors Breakfast
National at
9:00 am - 10:30 am
Directors Workshop
10:30 am - 5:00 pm
Directors Meeting
1:30 pm 7:00 pm
Job Fair
(214) 631-3999.
6:00 pm 8:00 pm
Welcome Reception
Wednesday, April 11
8:00 am - 5:00 pm
Registration
8:30 am - 9:45 am
Opening Breakfast & Ribbon Cutting
Sponsorships
9:00 am - 12:00 pm
Trade Fair
10:00 am - 11:30 am
Workshop: Literacy/Family
Platinum:
$40,000
12:00 pm 1:30 pm
Corporate Luncheon
Gold:
$25,000
1:30 pm 5:00 pm
Trade Fair
Silver:
$10,000
1:30 pm 7:00 pm
Job Fair
Bronze:
$ 5,000
2:00 pm 3:30 pm
Workshop: Literacy/Private Sector
6:00 pm 8:00 pm
Chairman's Reception
Sponsorships will be designated according
Thursday, April 12
to the dollar value of corporate contributions
to SER National pertaining to conference
8:00 am - 5:00 pm
Registration
8:30 am 9:45 am
Amigos de SER Breakfast
participations. Conference participation can
9:00 am - 12:00 pm
Trade Fair
be comprised of purchased registrations,
10:00 am - 11:30 am
advertising, tables at meal functions, exhibit
Workshop: Women/Welfare to Work
12:00 pm 1:30 pm
Women's Recognition Luncheon
and job fair booths and event sponsorships.
1:30 pm 5:00 pm
Trade Fair
2:00 pm 3:30 pm
Workshop: Literacy/Government
For more information on conference spon-
2:00 pm 4:00 pm
Amigos de SER Meeting
sorships, contact AI Schmidt at (214) 631-
3999.
7:00 pm 11:00 pm
Fiesta Night
Friday, April 13
8:00 am 3:00 pm
Registration
Advertising
8:30 am 9:45 am
SER Awards Breakfast
Advertising space will be available in SER's
9:00 am - 12:00 pm
Trade Fair
quarterly publication, SER AMERICA. The
10:00 am - 11:30 am
Workshop: Literacy/Child Care
official conference program will be included
12:00 pm 2:00 pm
Hispanic Leaders/Youth Luncheon
in the Spring 1990 edition.
2:00 pm 3:30 pm
Workshop: Keep Youth in School
7:00 pm 8:00 pm
Pre-Banquet Reception
Full-page black and white ads cost $3600 at
8:00 pm 10:00 pm
Annual Banquet
the one-time rate. Ad space reservations
Saturday, April 14
are due March 1, 1990; material due March
8:00 pm 1:00 am
SER Dance
19, 1990.
Contact Allison Parker for more information.
Invited Speakers Include:
Hotel Accomodations
Mrs. Barbara Bush, First Lady
Hon. Lauro Cavazos, U.S. Secre-
Dr. Arturo Madrid, Tomas Rivera
tary of Education
Fairmont Hotel
(214) 720-2020
Institute Executive Director
Hon. Sargent Shriver, Former
1717 N. Akard Street
Director of U.S. Office of Economic
Dallas, Texas 75201
Dallas Mayor Annette Strauss
Mr. James Duffy, Project Literacy
Opportunity
Gov./Network Rates
U.S. (PLUS)
Hon. Phil Gramm, U.S. Senator
Corporate Rates
$69 single
$109 single
Hon. Manuel Lujan, Jr., U.S.
Mr. Phillip Samper, Eastman
$89 double
$135 double
Secretary of the Interior
Kodak Vice Chairman of the Board
Hon. Elizabeth Dole, U.S. Secre-
(To secure these special rates, specify that
tary of Labor
you are attending the SER conference.)
Number
Cost/After 1-31-90
SER 24TH ANNUAL CONFERENCE
Total
(circle one)
Registration:
Dallas, Texas/April 10-14, 1990
Corporate Representative
@
$275 / $325
=
$
Government, Nonprofit
@
$200 / $250
=
$
Registration Order Form
SER Network
@
$125 / $175
=
$
Meal ticket numbers:
Contact Information: (Please type or print)
(Registration Dept. will assign)
(Registration includes tickets to all meal events. Access to all workshops, exhibit areas, receptions
Name:
and special events is complementary.)
Company:
Dance/
Tables for
Individual Meal Tickets:
Number
Tickets/Tables/Nonprofits
Total
Breakfasts:
Title:
Opening
@
$25 / $1000 / $500
=
$
Amigos de SER
@
$25 / $1000 / $500
=
$
Address:
SER Awards
@
$25 / $1000 / $500
=
$
Luncheons:
Corporate
@
$35 / $1000 / $500
=
$
City:
State/Zip:
Women's Recognition
@
$35 / $1000 / $500
=
$
Hispanic Leaders/Youth
@
$35 / $1000 / $500
=
$
Phone Number:(
)
Annual Banquet
@
$75 / $1000 / $500
=
$
Saturday Night Dance
@
$15 / $1000 / $500
=
$
area code
Meal ticket numbers:
Name Badges Requested:
(Registration Dept. will assign)
(Tables include 10 meal tickets to the specified event and signage.)
1)
Exhibits:
Number
Cost/After 1-31-90
Total
Trade Fair Booths
@
$1300 / $1500
=
$
2)
(One registration package is included with each Trade Fair booth purchased.)
Job Fair Booths
@
$2600 / $2600
=
$
(Two registration packages are included with each Job Fair booth purchased.)
3)
Exhibit booth numbers:
(Exhibit Coordinator will assign)
4)
(If more badges are required, please attach additional sheet.)
Meal ticket numbers:
(Registration Dept. will assign)
Advertising/
SER America Conference Issue:
FOR INTERNAL OFFICE USE:
Full Page
@
$3600
=
$
Registration #:
Half Page
@
$2000
=
$
Sponsorships:
Order taken by:
Date:
(Circle event sponsored above.)
Registration Dept. Rec'd:
Entered:
Bronze
$ 5000 +
=
$
Silver
$10000 +
=
$
Gold
$25000 +
=
$
Attention conference client: Please complete and send with payment to: SER
Platinum
$40000 +
=
$
National, 24th Annual Conference, 1355 River Bend Drive, Suite 240, Dallas, Texas
75247. Early registration will not be accepted without payment and must be
("SP" will designate items listed above which are included in purchased sponsorship package.
Please contact AI Schmidt at (214) 631-3999 for contents included per level.)
post-marked no later than 3/26/90. For more information, call Obie Gonzalez at
(214) 631-3999.
TOTAL:
$
PARTNERSHIP FOR THE FUTURE:
A PRESIDENTIAL SALUTE TO
HISPANICS AND WORKING AMERICA
According to the Census Bureau, the U.S. Hispanic population is
growing five times faster than the rest of the country and now
numbers over 20 million. Hispanics are making valuable
contributions to America in such areas as Business, Education,
Arts, Sports, Politics, Literature, Film, and more.
As we acknowledge the achievements of Hispanics, it is important
to salute those who are contributing towards making these
achievements possible. Many of America's major corporations have
been instrumental in promoting the opportunities that affect
social and economic advancement in the Hispanic community.
These opportunities include the recruitment, hiring and
advancement of Hispanics. Investing in the Hispanic community is
good business, and many companies have provided a helping hand to
Hispanic entrepreneurs through minority supplier programs.
Education is an important issue to all Hispanics, and these
companies have contributed generously to educational programs and
scholarships. Finally, these companies have proved their
commitment through their involvement with Hispanic organizations
on the local, state, and national levels.
As we approach the decade of the 90's, the challenges facing
corporate America have never been greater. Given the increasing
participation of Hispanics in America's work force, America's
commitment to Hispanics is truly a Partnership for the Future.
HISPA
DECEMBER 1989 $2.00
Martika
SHE CAN ACT,
SHE CAN DANCE,
AND CAN SHE SING!
Hispanics
in Hawaii
Women
of theYear
On theTrail
of the Perfect
Tamale
12
0 70989 36912
2
Christmas LS
Inspiration
Thin
MEMORIES
womma
Coors Brewing Company wishes you all the best
this holiday season and throughout the coming year.
Coors
© 1989 Coors Brewing Company, Golden. Colorado 80401.
Brewer Of Fine Quality Beers Since 1873
SM
Quality is Job1.
ESTB
SUP
ALL
BEFORE
hrait
is
Profile in quality #10:
Engineering.
Shown here is the 3.8 Liter Supercharged engine.
It represents sophisticated high performance engineering.
The Supercharged engine, available in the Ford
Thunderbird Super Coupe and Mercury Cougar XR-7,
is one example of Ford's constant exploration and
development of new technologies.
When quality is job 1-you don't do it any other way.
Ford, Mercury, Lincoln, Ford Trucks.
Our goal is to build the highest quality cars
and trucks in the world.
Ford
Buckle up-together we can save lives.
HISPANIC
THE MAGAZINE FOR AND ABOUT HISPANICS
DECEMBER 1989
FEATURES
12
Martika
She writes. She sings. She sells out the house: It's
Martika, one of the hottest new stars on the
horizon.
By Antonio Mejías-Rentas
10
Las Posadas: A Holiday Heritage
Rich in ceremony, age-old Christmas processions
brighten our Southwestern cities.
By Ramiro Burr
26
Hispanics in Hawaii
Recruited by sugar-cane labor brokers, Puerto
Rican immigrants helped shape Hawaii's
multicultural society.
By Norma Carr
36
Fragrances for Christmas
Perfume counters beckon with glitter and crystal
at Christmas. How can a gift-giver choose?
Here's help.
By Cissie Coy
40
Special: Women of the Year
Ten outstanding Hispanic women, chosen by
our readers.
DEPARTMENTS
24
Politics: E. "Kika" de la Garza is the new chair-
man of the Congressional Hispanic Caucus.
By Rhonda Smith
16 Books: Ashes in the Rain by Al Martínez-
welcome to the world of high comedy and
philosophical comment.
46
Food: On the trail of the perfect tamale.
By Cissie Coy
54
Business: Opportunities in the insurance indus-
try, where work force diversity is on the rise.
By Anna Maria Arias
66
Forum: Remembering the homeless.
By María Elena Alvarez Sharpe &
Carolyn Cosmos
12
4
HISPANICDecember 1989
COAST TO COAST
18
CALIFORNIA
Hollywood-The Hispanic Theatre Project is
breaking new ground with a play about incest
recovery.
Irvine-Cultural ambassador and more, Lucia de
García brings Latin American art to U.S. galler-
ies and museums.
Los Angeles-The Latino Writers Group takes on
discrimination in the entertainment industry.
22
FLORIDA
Miami-The creative accomplishments of handi-
capped Raúl Tamames are an inspiration to
others.
22
NEW MEXICO
Albuquerque-An innovative state program helps
10
families keep medically fragile children at
home.
23
NEW YORK
New York City-Inroads Inc. offers student
Налие
interns a tough trek to the top, placing its
graduates in Fortune 500 slots.
New York City-Diego Recalde is on the fast
MORZRAO
track at J.P. Morgan.
MAVOL
48
PUERTO RICO
San Juan-Helping hands and relief supplies
-
arrive in the wake of Hurricane Hugo.
50
TEXAS
San Antonio-Cadet camaraderie and training
36
help ROTC students learn to be leaders at St.
Mary's University.
Dallas- Radio SIS, the Spanish Information
Service, is cropping up in new cities.
52
WASHINGTON, D.C.
Washington, D.C.-Grassroots and revolutionary,
the Gala Hispanic Theater brings classics and
contemporary drama to D.C.
MISCELLANEOUS
6
FROM THE EDITOR
8
LETTERS
58
LA MERIENDA
60
HISPANIC CALENDAR
64
CROSSWORD PUZZLE
26
5
HISPANICDecember 1989
FROM THE EDITOR
HISPANIC
THE MAGAZINE FOR AND ABOUT HISPANICS
EDITOR AND PUBLISHER
MANUELLO PAGANELLI
Alfredo J. Estrada
MANAGING EDITOR
María Elena Alvarez Sharpe
ART DIRECTOR
Alberto Insua
ASSISTANT EDITOR
Carolyn Martiny Cosmos
ASSOCIATE ART DIRECTOR
Madeleine Morrissey
ASST. TO THE PUBLISHER
Anna Maria Arias
CONTRIBUTING EDITORS
Camelia Fernandez, Antonio Mejías-Rentas,
Norma Carr, Ramiro Burr, Cissie Coy,
Carol Peerce, Marcia Levin, Eva Belson,
Kathy Raphael, Marion Jacobson, Thomas
H. Sharpe, Rhonda Smith, Mickey Torres
Merry Christmas from the staff at HISPANIC Magazine, from left to
right, back row: Kecia Q. Bailey, John Sanchez, Carlos Manzano,
CONTRIBUTING PHOTOGRAPHERS
Alfredo J. Estrada, Maddy Morrissey; Brian Maye, Ana Maria Arias;
John Burwell, Hector C. Rodriguez,
front row: Maria Elena Sharpe; Tony Barajas; and Alberto Insua.
Miguel Sayago, Quito Hernandez
CIRCULATION
CIRCULATION MANAGER
Randy Belcher-Torres
CIRCULATION SERVICES MANAGER
JoEllen Fortune
D
ecember is a special month for all Hispanics. The Christmas season
brings us all together from different parts of the country to be with
ADMINISTRATIVE SERVICES
Kicia Quintana Bailey
our families and to share what we all have in common-our pride in
being Hispanic.
ADVERTISING
Too often we dwell upon what divides us. Rather than work together to
ASSOCIATE PUBLISHER
meet the challenges facing the Hispanic community, we often weaken our
Carlos Manzano, CPA
resolve by fighting among ourselves. We should view the holidays as an
MARKETING DIRECTOR
opportunity to reflect upon the common heritage that unites us. The
Tony Barajas
strength of the Hispanic community lies in our diversity. This diversity
ADVERTISING MANAGER
should not divide us, but instead increase the value of our contributions to
John G. Sánchez
this great country.
NEW YORK ADVERTISING OFFICE
This month, our cover story is Martika, who has achieved dazzling
331 Madison Avenue, 14th Floor
New York City, NY 10017 (212) 986-4425
success with her first album and her hit single "Toy Soldiers." We celebrate
ADVERTISING DIRECTOR
our Christmas tradition with a look at Las Posadas in the Southwest, and a
Nick Piqueras
search for the perfect tamale. We then salute ten outstanding Women of the
ACCOUNT EXECUTIVE
Year, selected by our readers. Finally, this month's Forum has a special
Rafael Romero
significance. While many of us will celebrate Christmas with a well-laid
DETROIT ADVERTISING REPRESENTATIVE
table, we should not forget those who have nothing, who must face poverty
M.D. MacMechan (313) 585-8266
SOUTHWEST ADVERTISING REPRESENTATIVE
and despair.
Marcos Rincón, Dallas (214) 692-9704
Those of us at HISPANIC wish you a very special Christmas and a happy
WEST COAST ADVERTISING REPRESENTATIVE
1990. Feliz navidad!
Robert E. Bard, Los Angeles (818) 362-7767
MIDWEST ADVERTISING REPRESENTATIVE
Joe Guenther, Chicago (312) 670-6800
CARIBBEAN ADVERTISING REPRESENTATIVE
María Isabelle Canals, Palm Beach
(407) 881-8740
HISPANIC (ISSN 0898-3097) is published monthly except
January/February by the Hispanic Publishing Corporation,
111 Mass. Ave., NW, Suite 410, Washington, D.C. 20001.
Copyright © 1989 by the Hispanic Publishing Corporation.
All rights reserved. Reproduction without permission is
strictly prohibited. Subscriptions in the U.S.: $18 for one
Alfredo J. Estrada
year, $30 for two years. Subscriptions in Mexico and Canada,
Editor
add $3. All other foreign countries, add $5. For subscription
orders, call 1-800-338-2590. HISPANIC assumes no respon-
sibility for care and return of unsolicited manuscripts. For
back issues, send $3 per issue. For billing inquiries, address
changes, renewals, and adjustments write to above address.
HISPANIC PUBLISHING CORPORATION
Fred Estrada, Chairman
ABC membership applied for.
6
HISPANIC+September 1989
The best cigarette less
money can buy
CIGARETTES 20
VICER
Available in King Size and 100's, Full Flavor and Lights.
SURGEON GENERAL'S WARNING: Smoking
Lights Kings, 11 mg. "tar", 0.9 mg. nicotine; Lights 100's, 12 mg.
By Pregnant Women May Result in Fetal
"tar", 0.9 mg. nicotine; Kings, 17 mg. "tar", 1.2 mg. nicotine; 100's,
Injury, Premature Birth, And Low Birth Weight.
17 mg. "tar", 1.3 mg. nicotine av. per cigarette by FTC method.
© 1989 B&W T CO
LETTERS
SWEET FIFTEEN
success of the Hispanics you profile each
Because I like this magazine, I felt I
month was great motivation for me to
had to write. I wasn't a bit happy with
complete my most difficult semester of
HISPANIC
the photo selected for your piece on
college (Spring '89). Thanks to you and
Quinceañera [Oct. 1989]. It gives the
these successful Hispanics, I have
RITA!
wrong impression about this very old
earned my associate degree in mechani-
THE ONE AND ONLY
custom celebrating a girl's fifteenth
cal design. Gracias por todo!
birthday.
Salvador Manuel Zamora
Vique Iruegas Perry
Carlsbad, California
Humble, Texas
OLD
I wish you would have chosen a more
I enjoyed your piece on the Children's
GRINGO
Book Press [Coast to Coast Aug. 1989],
LAST
traditional photo for your article instead
of the ta-ra-ra-boom-dé-áy looking one
but I want to point out that it is located at
you chose.
5925 Doyle St., Suite U, Emeryville,
STRAIGHT
California and not Los Angeles as was
Isabel Estrada
indicated in the article. For further infor-
Saginaw, Michigan
mation, you can call (415) 655-3395.
Thank you.
First I want to thank you for your
Quinceañera article. It was very helpful
Donna Fitch
tivas, page 197, (New York: Holt,
in explaining the tradition to friends of
Emeryville, California
Rinehart & Winston, 1978), explain that
ours, who wanted to know about our
our symbol for the U.S. dollar came from
daughter's fifteenth birthday. However,
the banner wrapped around the col-
the photo that was selected defies all the
I like what Sandra Forrero wrote in
umns of Hercules (the symbolic Straits
honors that the ceremony represents.
the October [1989] essay "Look At Me!"
of Gibraltar) on the newly minted Span-
There is so much truth when she says,
ish coin.
Arturo Martínez
"Some people find it hard to accept dif-
Augusta, Georgia
ferences. They don't understand It's
Jana Sandarg
the attitudes of people towards me."
Augusta, Georgia
DISCOVERING AMERICA
Like Sandra said, "They don't under-
Ambassador Abelardo L. Valdez
stand." I am proud of my heritage and
COMMENTS
[Forum Oct. 1989] made many valid
am not willing to lose any part of my
I would like to clarify some misrepre-
points about America's history. How-
roots.
sented facts attributed to me in "Finding
ever, I strongly disagree with his refer-
the Key to the V-door" [October 1989)].
ence to the "discovery" of American and
Art Gonzáles
The article incorrectly depicts my first
the "discovery" and development of
Oak Hill, Wyoming
job assignment as an engineer and some
this country. This mode of thinking only
comments made about me by a few
helps perpetuate discrimination against
workers. Additionally, the tone and
all ethnic minorities in the United States
drift of the article seems to be less than
and continues to promote Western Eu-
GIRL SCOUTS
professional to women in engineering.
ropean society as superior.
Your advertisement on Girl Scouting
My first job was with an independent
in the October issue was bad timing for
oil company and not the City of Long
Robert Kovats
the El Paso area. Aside from the fact that
Beach. The comments referred to in the
Merced, California
the photograph used omitted any His-
article were made by field workers at my
panic girls, the local Girl Scout Council is
first job and not the individuals I cur-
in the midst of a controversy because in
rently work with.
GRACIAS
El Paso their are no Hispanic board
I am a fifth-grade student. I read your
members or leaders.
Laura Renwick
magazine two times I liked the models
Girl Scouting for Hispanics? Not in El
Long Beach, California
[Fall Fashion Oct. 1989]. My mom and
Paso.
brothers liked the magazine. I am keep-
ing it in my magazine box, because
Agustín Ramírez
when I grow up I want to be a model. I
El Paso, Texas
am proud to be a Hispanic.
HISPANIC welcomes letters to the edi-
WHERE $ CAME FROM
tor. Mail should be addressed to 111 Massa-
Yvette Huitrán
Regarding "La Merienda" piece
chusetts Avenue, NW, Suite 410, Washing-
El Paso, Texas
"How many pesos is a dollar?" [August
ton, D.C. and should include the writer's
1989], I would like to pass along another
full name, address and daytime telephone
theory regarding the origin of our dollar
number. Not all letters can be printed, and
I discovered your wonderful maga-
mark. Mary Ellen Kiddle and Brenda
those published may be edited for purposes of
zine at the beginning of this year. The
Wegmann in the third edition of Perspec-
clarity or space.
8
HISPANICDecember 1989
Focalpoint
A PERSONAL VIEW ON BEAUTY
oliday Sparkle. Give your holiday glamour look a
II
festive flair with the Mary Kay® limited edition
collection of sparklers for eyes, lips and nails. In
three precious metal shades - silver, bronze and
MARY
KAY
gold - these versatile products offer a range of exciting
SPARKLERS
possibilities. Wear one sparkler alone for a subtle
shimmer; combine with other glamour shades for extra
A5 FL. OZ
special effects. To achieve the look shown: apply
Gold eye sparkler on the brow and along upper and
lower lashline; Bronze eye sparkler on the lid over
Shimmering Rust eye shadow. On the lips: Gold lip
sparkler over Ginger Pearl lipstick.
cents of Style. Celebrate the season with fragrance - - a
way to add to the love and the laughter - —
S
gift that's always appropriate, always appreciated. Mary Kay has
the magic and the memories - that make
an exclusive collection of scents just perfect for holiday giving. -
the holiday season special. Pictured,
one certain to suit every style, every preference. Choose from
selected gifts of Genji® fragrance:
an exquisite array of product
Perfumed Body Mousse, Fragrant Body
forms — long-time favorites
Gelee and Fine Cologne Spray.
>nd madel
including cologne, soap, dusting
powder, body lotion and bath and
For the special men in your life — a gift
shower gel plus all-new body
of fragrance that lets you speak without
mousse, body gelee and scented
saying a word. The Mary Kay holiday
collection includes an assortment of
bath beads. There's no better
distinctive scents and fragrance forms
including cologne, soap, shower gel and
liquid talc, a light lotion that drys to a
fragrant, powdery finish. Shown here,
Tamerisk® Liquid Talc.
D
iscover your personal beauty
PERFUMED GENJI
resource. A professional Mary Kay Beauty
Body MOUSSE
Consultant can help you define your own unique
beauty style. She'll personalize a skin care and beauty
routine just for you, show you the latest products and
explain how to simplify your holiday shopping with
genji
FRAGRANT
elegant gifts and convenient service. For information
BODY Gelee
on the products featured here, call your Mary Kay
Beauty Consultant, or call 1-800-MARY KAY to
locate a Consultant in your area.
POSAD
BY RAMIRO BURR
In many cities across the Southwest, Christmas traditions like Las Posadas are part
of the unique culture of Hispanic communities. The age-old customs are lively and colorful
and often involve children and adults dressed as angels or Mary and Joseph reenacting
the couple's search for shelter and a place to have the baby Jesus. Many of these
ceremonies, including those held in the border town of Laredo, are elaborate
events that draw thousands of visitors.
Las Posadas, for many Hispanics, is the Christmas
Posada is always held the second Friday in December.
season's best-cherished celebration of love.
In Laredo, a south Texas border town of 100,000
The history of Las Posada S are said to date to six-
recently named "the most Hispanic" city in the country,
teenth-century Mexico; it's thought to be the product of
the age-old enactment has been occurring for more
Roman Catholic instruction and Spanish custom mixed
years than anyone can remember. Laredo's celebration
with ancient pagan rituals traditionally observed near
of Mary and Joseph's search for shelter in Bethlehem
the beginning of winter.
features costumed townspeople playing the Holy Fam-
Historians believe Las Posadas may have been
ily, children's choirs, and a series of nightly candle-lit
brought to Mexico by Franciscan friars who accompa-
processions.
nied the Spanish conquistadores. The event is still cele-
Established in 1749, Laredo is one of the oldest com-
brated in Mexico and in many Mexican American com-
munities in the Southwest. The two-block area where
munities. Enactments in cities like Laredo, San Antonio,
Las Posadas ceremonies are held is home to historic San
and McAllen, Texas, are among the most spectacular
Agustin Church; San Agustin Plaza; a museum; the
Christmas presentations in the United States.
Capitol Building of the Republic of the Rio Grande; and
In San Antonio, the color of Las Posadas is set against
La Posada Hotel, one of the town's oldest and most posh
a majestic backdrop, the city's downtown River Walk,
hostelries.
lined for the season with thousands of decorations. City
Laredo's Las Posadas ceremonies usually begin the
officials set up 75,000 twinkling Christmas lights-reds,
second weekend in December and continue for nine
yellows, blues, and greens festooning the cypress trees
nights. The processions usually start after dark, be-
that line the banks of the river.
tween 7 and 8 pm, originating from church grounds.
The festivities are always held the second weekend in
The lead characters, performing the role of Mary and
December, and they feature a procession of children
Joseph, take the procession through the neighborhoods,
dressed as angels; the angels are accompanied by
knocking on doors and asking for a night's sleep. Sev-
choruses and mariachis, and the entire entourage is led
eral hundred adults and children, some dressed as
along San Antonio's River Walk by Archbishop Patrick
angels and holding lighted candles, make stops along
Flores. Each year more than 100,000 people line the
the route asking for lodging in song. At the end of each
downtown river area to take part in the celebrations,
night's celebration, church officials serve coffee and
which also include a river parade and a holiday arts and
pastries. On the last night of Las Posadas, the procession
crafts fair.
winds back to the church.
In the Rio Grande Valley, McAllen regularly attracts
"The story of the search by Mary and Joseph for the
more than 20,000 people to that city's Candlelight
manger is symbolic of the need to share," says Father
Posada held in Archer Park. Hundreds of residents par-
Tom Davis, pastor of San Agustin Church. "This is an
ticipate in the ceremonies, which are illuminated by
important message because we still have the homeless
thousands of twinkling Christmas lights, luminarias (lit
with us."
H
candles in sand-weighted paper bags), all of it sparked
with non-stop holiday music. McAllen's Candlelight
Ramiro Burr is a freelance writer in San Antonio, TX.
-
SAN
M
BY ANTONIO
MEJIAS-RENTAS
artika believes
she always knew-even before she was
born-that she was meant to be a per-
former. She certainly was saying so by
age two, when people asked what she'd
be when she grew up.
"I'd say 'I wanna be a star," Martika
recalls with a hearty laugh. She began
singing and dancing lessons by age four,
and by age eleven she was ready to get
an agent. "I just looked in the phone
book and started calling agents," she
says, delighting in her own precocity.
Now only twenty years old, the beauti-
ful Cuban American singer, actress, and
dancer is fulfilling her destiny, with film
and television credits, a hit debut album,
and a successful concert tour behind her.
Talking to a reporter in her dressing
room just hours before one of the last
concerts of her summer tour, Martika
appears cool and collected, as if every-
thing she has achieved were meant to be.
"Everything I did was--almost-- as if I'd
done it before," she explains, her eyes
sometimes peeking at the picture of a
young British singer she has taped to
one of her wardrobe trunks. "I think
maybe in a previous lifetime I'd been
through something like it, because I just
[instinctively] knew where to go and
what to do. And nobody in my family
was in the business at all."
Martika's early instincts may not
have as much to do with reincarnation as
with inheritance. Her own mother had
PHOTO BY RANDEE ST. NICHOLAS/COURTESY OF COLUMBIA RECORDS
wanted to be a performer as a young girl
in Cuba, but was not allowed by a strict
and old-fashioned father. The last of
four siblings born to Gil and Marta
Marrero-and their only daughter-
Martika (an adaptation of the Cuban
diminutive "Martica" for her own real
name, Marta) found no resistance from
her parents when she set out on her
show business adventure.
Shortly after finding an agent, she
landed her first professional job, a small
part in the film Annie. That was followed
by appearances on TV shows such as
HISPANICDecember 1989
MARTIK A
Silver Spoons and Different Strokes, and a
starring role in the popular children's
variety series Kids, Incorporated. At a
she has recorded in Spanish, for the
point where most actors begin to reap
laborating on songs for Martika's debut
Latin American release of Martika.
satisfaction from the sacrifices made for
album. Shortly after its release this
"Eventually I'd like to do an album
their career, Martika decided it was time
summer, the self-titled LP Martika had
geared toward the Latin American mar-
to start over. "My acting was really tak-
yielded three top-twenty hits. Through
ket," she says. "But that would be later
ing off when I sort of changed gears,
her collaboration with Michael Jay,
on. Right now I have to concentrate on
and went into music," she explains. "I
Martika revealed a new talent as a song-
my career here [in the United States] and
in Europe, singing in English. But I
would like to cross over later on to Latin
"I think maybe in a previous lifetime I'd been
America," she says, laughing after she
reminds herself that she has not com-
through something like it, because I just [instine-
pletely given up on her acting or danc-
tively] knew where to go and what to do. And
ing. "I would like to have the time to do
everything."
nobody in my family was in the business at all."
With a hit album in the record
stores-and the singles "More Than You
Know," "Toy Soldiers," and "I Feel the
just felt it was really where I wanted to
writer. "He comes up with the coolest
Earth Move" climbing the pop charts--
be, where my strength would lie. And
things," she explains, "and I'm really
Martika set out on her first concert tour,
music was my first love."
good with melody. I'm a bit stronger on
opening for British pop sensation Rick
It was the right move. Her manager
verses, I think, but I'm real soulful with
Astley. She was accompanied by her
put her in contact with Michael Jay, a
melody, and I think that's my key
own band, various assistants, and the
record producer known for successful
strength.
very familiar management team of Gil
ventures with Miami Sound Machine
"Michael and I are a real good team,
and Marta Marrero. "It really makes a
and Stephanie Mills.
because he'll come up with real clever
big difference for me to have my family
A week after they met, they were col-
hooky things, and I'll sort of expand on
and friends with me, because it's real,"
them." That process worked especially
she says with amazing maturity. "It's
well for "Toy Soldiers," one of five songs
not a false atmosphere; it's the family,
written by Martika for the LP. It is a
it's the security."
powerful poem in which she describes
It is still a couple of hours before the
the perils of an addiction, written about
concert begins, and Martika's nerves
a friend who had been dependent on
begin to make her a little restless. She
cocaine. "Once we started writing it, I
wants to listen to a tape that she uses for
decided that I wanted it to be about
warming up, and decides to walk out to
that," the songwriter explains. "We had
the parking lot to her limo. She returns to
the title and the hook first, and then I just
the dressing room with a new friend, a
thought it should be about [addiction].
fan who has brought a scrapbook filled
See, it was something that was on my
with clippings Martika had not seen
mind, obviously, and that I had seen,
before. "Dad, look, this is the worst re-
very closely
view so far," she screams, reading out
"I thought it was just a really strong
loud a critic's complaint about her al-
issue to write about," she insists, re-
bum. Unaffected by the bad write-up,
minding you that the song does not
she complies with an autograph request
necessarily mention a specific addition.
and asks one of her assistants to take a
"The feelings are very strong behind any
picture of her with the delighted
kind of addiction," she says. "It was just
stranger.
right; it sort of wrote itself, actually."
A few people-friends and relatives
"Toy Soldiers" is one of four songs
of her band members-are sitting in the
HISPANIC.December 1989
13
Hector C.Rodriguez
Left to right, Martika's father, Gil Marrero; Martika; her mother, Marta;
and her manager and attorney, Peter Lopez.
audience when Martika steps out on the
charge of the Martika fan club, contrib-
Madonna, one of Martika's favorites;
stage for her sound check. Her father
ute to making the performer a well-
her singing in Spanish -verses from her
watches in the wings, unabashedly
adjusted young woman, with obvious
bilingual song "Water"-brings images
proud for a moment, then thoroughly
personal balance and inner strength.
of Gloria Estefan. But the delivery is all
professional as he makes final arrange-
Her self-assurance shows as she goes
Martika, especially when she closes her
ments for complimentary passes for the
through her wardrobe to pick an outfit
show with the moving "Toy Soldiers."
evening. Her mother is waiting in the
for the evening and as she proceeds to
Sitting among the friends and family
dressing room, making sure that not a
apply her own makeup. One would
members in the audience are her mater-
detail has been overlooked. It is Mar-
think that Martika was preparing for a
nal grandparents, who had seen her
tika's first concert in Southern Califor-
night out with a boyfriend, not an ap-
perform as a child, but never in front of
nia, and there will be lots of relatives and
pearance before a nearly sold-out house.
thousands of adoring fans. "They loved
friends visiting. The comfort and secu-
At 7:30 sharp, the house lights go
it; they're really proud of me," the
rity provided by her mother and father,
down and the band begins playing. The
singer-songwriter says after the show,
the presence of her youngest brother
crowd livens with applause as the
adding mischievously that she had to
who is now her personal assistant, and
"Cuban American dynamite" begins
tone down her movements on stage for
the help of an older sibling who is in
her show. On stage, Martika's training
the sake of her grandparents. "I couldn't
as an actress and dancer complement
be as nasty," she says, again with her
her powerful vocal quality. Her looks
trademark robust laugh. Backstage after
and moves are reminiscent of an early
Hector C.Rodrig
the show, Martika's dressing room has
more of the makings of a Cuban
quinceañera than of a rock n' roll bash.
Martika succumbs to the kisses and
hugs of her grandparents, uncles, and
cousins; she confesses she is more re-
laxed now.
Shortly after closing the tour in her
hometown of Los Angeles, Martika
would embark on a promotional tour in
Europe. Then it would be back to the
studio, to work on her second album.
She hopes to have as many of her own
songs in the new LP as she did in Mar-
tika. "Ideally I would like to write the
whole album," she says, considering the
challenge, "but we'll see what we come
up with I think the important thing is
to always grow, because if you have one
hit record of dance music, and in the next
album you do the same type of thing and
you don't take it a step further, by the
time you hit your third album people are
probably going to be sick of it. Whereas,
if you can take your sound and continue
to grow, to develop as an artist, that's
one of the best ways to have longevity.
"If I went in and tried to do Martika
Part Two, it would be silly. People have
heard the whole album and they want
to hear what else is there. What more can
Martika give? That's really important, to
prove that you're not just a 'player of the
month." Although she has not concep-
tualized her second album, Martika en-
joys the prospect of producing one of the
first to appear in the new decade: "It's
going to be 1990; our record is going to
come out that year, and I think it's going
to be special. I'm excited about
that
People will look to whatever is
going to happen next year as the sound
of the '90s."
Make no mistake about it: Martika
wants to be there, molding that sound.
"That's what we want to do," she says
with glee. "Just create something, and
rather than have people hear my album
and say it sounds like this artist, or that
artist, [we want to hear] 'Yeah, that's
"My acting was really taking off
when I sort
really new, that's really fresh.' And then
maybe three years from now there'll be
of changed gears, and went into music," she
a new artist, and people will say, 'You
remind me of Martika." H
explains. "I just felt it was really where I wanted
to be, where my strength would lie. And music
Antonio Mejías-Rentas is a writer in Los
Angeles, CA.
was my first love."
BOOKS
Martinez' World
BY CAROL ANN PREECE
Ashes in the Rain: Selected Essaus,
ability to extract meaning from the
The "little people" are his subjects
by Al Martínez (Berkeley, CA: TWS
mundane has a similar effect on a
often, but he doesn't shirk sharing
Pulbications, 1988), 223 pp., $12.00.
reader. We have all been in his
his thoughts about the big issues of
shoes. It is so familiar. But did we
our day. Take a look at "Sex, Mom,
In 1987 California-born Al
benefit from the experience in the
School and Apple Pie." Reacting to
Martínez was awarded the prestig-
same way, taking the time to ferret
the furor created by the Los Angeles
ious National Headliner Award as
out the philosophical message? This
School Board's proposal to sell con-
the best columnist in the United
is where Martinez shows his gift. A
traceptives on school grounds,
States, placing him in a pantheon of
friend of his dies of cancer, "but the
Martínez observes, "We live in a
journalistic saints that includes
truths we discovered together are
world of excesses. There are too
Damon Runyon, Ernie Pyle, Ed-
still stronger than tears." An unem-
many missiles, too many lawyers,
ward R. Murrow, Stewart
too many dopers, too much
Alsop, and Mike Royko,
sex, too many murders, too
among others. Even a brief
many cars, too much pollu-
survey of the essays con-
AL MARTINEZ
tion, too many preachers,
tained in Martinez' slim vol-
too much protest and too
ume leaves no doubt that the
LOS ANGELES TIMES
AWARD WINNING COLUMNIST
many experts." Martínez
committee knew its busi-
writes about race and big-
ness.
otry from the inside out. He
Most of Martínez' pieces
favors guys who are always
are drawn from daily life.
ready to "shish-kebob a
He deals with things so
bigot," and has some deli-
simple that you and I would
cious stories to back up his
push the experience behind
position. He brings a soft
and move on without a
wit to his writing and there
thought. But the ordinary is
are a number of essays
fodder for Martínez' rumi-
under the Ashes section la-
nations. He thinks. He ana-
beled "Humor," and a few
lyzes. Then he writes his
more in "Nostalgia and
columns, which are pub-
Observations," that give
lished in the Los Angeles
rise to hilarity.
Times and many other
Elmer-it's a running
newspapers.
joke with his wife and close
The phrase that titles the
friends that people often
collection came to him
ASHES
hear his name as "Elmer
when he remembered the
Teems"-writes a good
swift regeneration of
IN THE RAIN
read. But don't expect to
growth that occurred in the
finish this book in one sit-
SELECTED ESSAYS
San Fernando Valley, Cali-
ting. Consume it slowly.
fornia, after a series of dev-
A TQS BOOK
Savor it. And listen to
astating fires; like that won-
Martínez' salutation to his
derful symbol, the phoenix,
"Welcome to the world -a world of grief
newly born grandchild:
hope and the future can rise
and pleasure, of high comedy and low
Welcome to the world-a
from ashes, Martínez be-
motives
world of grief and pleas-
lieves.
ure, of high comedy and
For me the title brings a memory
ployed man risks his life saving two
low motives, of a gold sheen on the
of the residue that can drift through
children and lies in a hospital bed
ocean and armed jets in the sky. The
the air after a rain in a forest-a
with a $6,000 bill, unlauded by all
wonders that await-See them-
memory of campfires, decaying
save Martínez, who sees
a
lion
in
Reach out for them." This is the
leaves; deja vu strikes. Martínez'
the streets."
world of Al Martínez. H
16
HISPANICDecember 1989
Making a Difference: Jasso, Zapata and Dominguez
Culture. The common bond of all
Hispanics. And the Bilingual
Foundation of the Arts strengthens
this bond. People like Roy Jasso
and Henry Dominguez of
Anheuser-Busch work with
Carmen Zapata of the Foundation
to ensure that this important work
continues. But funding only makes
up part of our involvement. The
other part is even more valuable.
Our people.
Anheuser-Busch is committed to
support programs which enhance
culture, leadership, education,
health and economic development.
Programs that increase opportunity
for the community while instilling
pride.
America's strength is in its
culture. And working together with
BFA, Anheuser-Busch will help
retain that culture.
BUD
Together We Are The Difference
Budweiser.
LIGHT®
Juntos Somos La Diferencia
Anheuser Busch, Inc., Brewer of Budweiser® Bud Light® Beers, St. Louis, MO Copyright 1988
COAST
TO
COAST
CALIFORNIA
SHATTERED SECRETS
overwhelmingly positive, with audience
her efforts on behalf of the victims of the Co-
Hollywood-The Hispanic Theatre Project
members returning as often as eleven times,
lombian volcano eruption and the Mexico
here is breaking new ground. When Libbe S.
therapists sending clients and bringing
City earthquake in 1986 that brought her to
HaLevy, author of Shattered Secrets, first got
groups, and victims-rights workers using
the attention of the League of United Latin
the idea for a play on incest recovery four
the play as a consciousness-raising tool.
American Citizens (LULAC) and it was
years ago, she didn't want to write it. "I was
Survivors have reportedly brought their par-
while traveling throughout Latin America as
convinced no one wanted to hear about the
ents, therapists, and sometimes their perpe-
LULAC's goodwill ambassador that she
subject," she says with bemusement. "Be-
trators.
decided she could play a crucial role in bring-
sides, I didn't want to make myself person-
Reviews have also been overwhelmingly
ing the richness of these cultures to a wider
ally visible on the issue."
good. Myra Riddel, Vice President for the
audience in the United States.
An award-winning playwright with more
Los Angeles County Commission for
"Everywhere I went, I was taken to meet
than 40 productions to her credit, HaLevy
Women, says the play was "a remarkable, in-
the most important writers, painters, and
finally wrote the play in three days over the
depth dramatization written with skill, sen-
artists," she says. "These people are revered
July fourth weekend in 1986. "I'd been think-
sitivity, and insight." Daniel Sexton, Director
in their [Latin American] cultures much the
ing about it so much, it just fell out of me in
of the National Child Abuse Hotline, echoes
way movie stars are revered here, yet outside
one continous piece." An incest victim, she
her sentiments, saying the play had "psy-
their countries they are unheard of. I realized
based the script on her own recovery process,
chologically accurate portrayals of adult
that I could become a spokesperson for their
adding information gained from readings,
incest survivors and their problems. Touch-
culture by bringing the works of these artists
workshops, private therapy, discussions
ing, deeply moving, and at times surpris-
back with me."
ingly funny." Gen-
In 1984, in response to the need for cross-
A NEW HAPPINESS
eral theatergoers
cultural protocol assistance during the 1984
have also discovered
Olympic Games in Los Angeles, García es-
this powerful and
tablished Elán International, a company that
unique theatrical ex-
eventually grew to specialize in corporate
perience.
communications and public relations. Soon
During the Sixth
after her return from Latin America, Elán
Annual Governor's
International began placing the works of
Conference on Crime
many of the artists she had met in galleries
Victims last April in
and museums.
San Francisco, the
"The growth of interest in Hispanic art has
drama played to a
been tremendous," she says, referring to
standing-room-only
recent major retrospectives of U.S. Latin
audience. "Most of
American artists at both the Los Angeles
the people there
County Museum of Art and the San Diego
worked directly with
Museum of Art. "Hispanics are saying, 'Look
victims of abuse and
"Touching, deeply moving surprisingly funny," Shattered
at us. We are history. We are culture,' and it
Secrets is a play about incest survivors. Here Hollywood actors
were grateful, be-
is truly exciting to see the respect that we are
(left to right) Diana Tanaka, Linda Eve Miller, Cheri Alma Ayres,
cause the play vali-
finally gaining in these areas."
and Rubén Garfias bring ensemble playing to a tense scene.
dated their own
As her business grew, so did her involve-
work," says Craig.
ment in the cultural life of Orange County.
with other survivors, and feedback from
And G. Steven Newby, Assistant Director,
She covered the opening of the county's lav-
therapists specializing in incest.
National Child Abuse Hotline says: "Impact-
ish $93 million Performing Arts Center in
Jerry Craig, Artistic Director of the His-
ful and relevant. Denial can't remain intact
1986 for the Spanish International Network
panic Theatre Project, joined HaLevy on the
after viewing this play. Shattered Secrets is
(SIN), and has since worked closely with the
project in January 1987 and remains the only
now mandatory viewing for all individuals
Center on matters of protocol, public rela-
director the play has known. "Jerry is a fear-
in training to work on the National Child
tions, and translation services for such visit-
less director," HaLevy maintains, "emotion-
Abuse Hotline."
ing artists as the The Royal Spanish Ballet,
ally precise and able to inspire actors to re-
and recently the Moscow Classical Ballet,
markable performances. Our greatest com-
A WOMAN OF GOOD WILL
and the Kirov Classical Ballet.
pliment comes when audience members ask
Irvine--Here all eyes are on Lucia de
She especially looks forward to the annual
if the actors are all survivors. They're profes-
García, businesswoman, cultural ambassa-
visits of the American Ballet Theater, whose
sional actors working from a script; it's a
dor, political activist and 1986 LULAC His-
principal, Ricardo Bustamante, happens to
tribute to their skills and Jerry's direction
panic Woman of the Year.
be her cousin. It was Lucia's idea to match
that the question gets asked." Craig adds
A native of Medellín, Colombia, de García
Bustamante with the local St. Joseph Ballet
however, that "many of the people involved
came to Southern California twenty years
Company, a small school devoted to bring-
with the production have been victims of
ago and quietly devoted herself to raising her
ing the joy and discipline of ballet to inner-
various forms of abuse."
two children and working with charitable
city children from low-income families. On
Response to Shattered Secrets has been
organizations within her community. It was
each visit to Orange County, Bustamante has
18
HISPANICDecember 1989
Give and ye shall receive $20.
62mm
34mm
Kodacolor
Kodak
Gold 200
series
AUTOFOCUS
Open tirst
From Kodak to you-a $20 rebate, with proof of purchase, when
you buy a Kodak S series camera, S900 tele.
It switches from normal to telephoto lens at the touch of a button,
has a powerful automatic flash, is easy to load, and automatically
adjusts to most film speeds. Give an S900 and get 20 happy returns.
KODAK 35 mm cameras. For the best pictures of your life.
Kodak
This offer is valid on Kodak S900 cameras purchased by January 31, 1990.
© Eastman Kodak Company, 1989
COAST
TO
COAST
cleared time in his
the University of
automatically relegated to second place."
schedule to give
California at Santa
Speaking for the newly created group,
private ballet in-
Barbara, report
actress Alma Beltrán said that "with the ef-
struction to these
that minorities
forts of the LWG, the industry will be put on
star-struck young
comprise 2.9 per-
notice that we will no longer tolerate being
dancers.
cent of the WGA's
ignored." Beltrán criticized the producers of
What's next for
6,400 members.
the upcoming motion picture, Show of Force,
de García? She
Out of 185 minor-
which chronicles the murder of two Puerto
checks off her list
ity writers, only 43
Rican freedom fighters by government po-
breathlessly:
are Hispanic-14
lice and the subsequent cover-up. "Those
Aside from proto-
of them women.
who blew the lid on that case, two Hispanic
col work, she con-
According to re-
journalists, have turned into one Anglo
tinues her commit-
port figures, the
woman-an insult to Hispanics," she em-
ment to commu-
five companies
phasized. "It robs us of our heroes. The vil-
nity involvement.
that hired the few-
lains remain the same, but our heroes are
She is currently
est minority mem-
stolen."
working to raise
bers were: MGM
Attorney David Dantes, spokesperson for
funds for the Rain-
films, Orion,
the LWG, announced a three-point plan to
forest Foundation;
Disney film, Uni-
address the facts uncovered in the study: 1)
she works closely
versal film and
Provide workshops, seminars, and speakers'
with the Leader-
Disney Televi-
programs to enable writers to assist each
ship Institute of
sion.
Between
Businesswoman and cultural ambassador
other, 2) Improve the employment level of
the
Hispanic
Lucia de García.
them they had
Hispanic writers, and increase the sale of
United Way, and
hired a total 848
their scripts. Included here will be the forma-
she sits on the committee for the Hispanic
writers during the
tion of a Latino Writers Caucus to target
Playwrights Project at the renowned South
2-year study period, 1986-1987, and only 4
specific problem areas and lobby the indus-
Coast Repertory Theater.
were minority. Carson Productions had the
try for solutions. 3) Utilize "Hispanic capital-
De García has been recently elected the
best record, having hired 7 minority mem-
ism" by developing, funding, and marketing
first woman and Latin American to be part of
bers out of a total of 53 writers.
Hispanic projects that will raise the level of
the International University of California
Actor/director Luis Valdez, responding
employment among Hispanics in all areas of
board of trustees. The university has eleven
to the report, said, "The reality is that there is
film and television production.
campuses, one of which is in San Jose, Costa
discrimination in the [entertainment] indus-
Valdez concluded, "I found my audience.
Rica. De García just came back from her trip
try, which, in point of fact, takes away the
As a writer, as a director, and as a per-
to Costa Rica where she met with President
freedom of expression The time has come
former, I have a one-on-one relationship
Oscar Arias in an effort to establish a gradu-
for this country to acknowledge not only the
with my audience and everyone else in be-
ate program for the university.
presence, but also the contributions-past,
tween. No matter who those producers are,
De García is an idealist with a penchant for
present, and future-of its Hispanic commu-
they're just middlemen. And nobody is
the practical; she is also persistent: "When I
nity. This can only happen if our daily lives
going to keep me from my audience. One of
first began dealing in protocol, no one knew
are represented by stories and films written
the things that I have proven is that I am
what it was," she says. "Then you see a
by Hispanic writers. Regrettably, and even
capable of making money.
That interests
growth, and it's like you were instrumental
tragically, scripts written by our writers
producers. If you are determined to do that,
in planting the seed. My ultimate goal would
never make it past first base. When the title
no one can stop you."
be to help improve the relationship between
implies that it is a Hispanic subject, it is
Armando Nevarez
the United States and South America both
culturally and politically."
Eve Belson
HOLLYWOOD SHUTOUT
Quito Hernandez
Los Angeles-A recent study issued here
found that Hispanic writers in the entertain-
ment industry were significantly under-
GREATER
represented. In an effort to combat that ineq-
L.A.PRESS
uity, the Latino Writers Group (LWG) was
formed. It is supported by actor/director
Luis Valdez; Nosotros, a Hispanic actors'
group; and the Hispanic Academy of Media
Arts and Sciences.
The 1989 Hollywood Writers' Report: Un-
equal Access, Unequal Pay, was commissioned
by the Writer's Guild of America West
(WGAW). It showed that Hispanic writers
Hispanic writers earn a penny for every $3 made by writers who are non-Hispanic males.
earn a penny for every $3 made by non-
Announcing the formation of the Latino Writers Group, which will combat
Hispanic male WGA members. Authors of
discrimination, are, left to right, Kurt MacCarley, Leo Pérez, Luis Valdez, David Dantes,
the study, Drs. William and Denise Bielby of
Alma Beltrán, and José Tirado.
20
HISPANICDecember 1989
"Whatever you can do or
dream you can do, begin
"
-Goethe
This enterprising fellow may be a bit young to join our Company,
but already he possesses an inspiring character and an eagerness to try
new things; the same qualities you'll find in everyone at The Hartford
Insurance Group.
Because first and foremost, we're a service business of people dedi-
cated to excellence-providing cultural diversity in all our career options.
Whether his future goals lay in Accounting, Actuarial, Claims, Data Process-
ing, Marketing or Underwriting, to name a few, our responsive manage-
ment and extensive training offers excellent potential for professional
advancement.
He'll discover that we encourage individuals from all walks of life to
consider our rewarding career opportunities. And that we value positive
attitudes, because we know it's what breeds willingness for individual
betterment that's felt collectively.
Although this young man may have a good 20 years to go before
deciding on a career path, it's never too late-or early-to begin turning
dreams into realities.
For further information on employment opportunities, please
contact your local office of The Hartford. We are an Equal Opportunity
Employer/Male & Female.
THE HARTFORD
The Insurance People of
ITT
COAST
TO
COAST
FLORIDA
THE FIRE OF LOVE
palsy.
Poems by Raúl Tamames, published by
Miami--Raúl Tamames has created a ca-
Doctors told her the child would always
his parents, is now in its second printing. In
reer for himself with his spiritual writings. A
be in a wheelchair. Sylvia relied on her faith,
1988 Sylvia Tamames hand carried a copy to
student at Miami-Dade Community College,
and after yearly trips to the United States for
Mother Teresa in Calcutta, who wrote a letter
Tamames suffers from damage to the mid-
evaluations and extensive work "pattern-
of thanks to Raúl. Stephen Hawking, a pro-
brain, and while he
ing" (exercising
fessor at Cambridge University in England,
walks with difficulty
muscles), Raúl not
wrote of Raúl in a book titled The End of Time
and can take care of
only walks, but
and mentioned him in a 1987 article, Diario de
most of his own per-
swims and rides a
la Américas, noting his creative accomplish-
sonal needs, he is un-
three-wheeled bike.
ments.
able to speak. Tama-
One of his biggest
A scrapbook in the family's home on Belle
mes belongs to a so-
accomplishments,
Mead Island in Miami contains countless
cial group of handi-
though, has been
letters from people who have found him an
capped young adults
freeing his creativity.
inspiration.
called GOAL: Get
Working on a com-
Out And Live, but he
puter, pushing one
Marcia Levin
spends much of his
key at a time, the
time turning his reli-
young man has pro-
gious convictions
duced a volume of
into poetry.
poetry with faith as
Religion is a way
its core.
of life for the Tama-
Raúl Tamames
Sylvia Tamames
mes family. "Faith
Poems
explains, "Every-
brought us through trying times, says his
thing is like a telegram in his mind. He ex-
mother Sylvia Tamames. She and her hus-
presses a lot in a small sentence:
band, Fernando, were born in Cuba and
moved to Spain in 1960. With Raúl and an
In the sun
older son, Fernando II, they then emigrated
of my mind
to Miami in 1979. Raúl, now 24,was born in
God is the sun
Barcelona. He didn't breathe for twenty
because he is
minutes after birth, his mother recalls. When
the fire of love
the infant still failed to hold his head up at six
who burns in
months, a neurologist diagnosed cerebral
my spiritual mind.
Raul Tamames
NEW MEXICO
MEDICALLY FRAGILE CHILDREN
breathe without a respirator, and their daily
Albuquerque-Caring for a child is never
routine may include suctioning, tube-feed-
easy. But when a child suffers severe handi-
ing, and injections. Loretta Armenta of Al-
caps and requires constant medical atten-
buquerque knows first hand the demands.
tion, the responsibility can be crushing.
She was among the group of parents who
Usually, the options for such a child's family
worked hard to get the program going, and
are few, and they must struggle along as best
her nineteen-year-old disabled son is being
they can or institutionalize their child.
helped by it. She explains that without this
New Mexico has given these parents
help her family faced the possibility of hav-
another option. In 1984, after diligent efforts
ing to institutionalize him. "We can maintain
by parents, the state approved legislation
a more normal lifestyle now, " Armenta
that opened the way for its innnovative
explains. "I am able to work and know my
Medically Fragile Children's Program which
son is receiving excellent nursing care. It
enables families to care for a such a child at
offers a real comfort zone."
home instead of the hospital. New Mexico
The statewide program, administered by
now allocates matching funds for these chil-
New Mexico's Human Services Department
dren through a federal Medicaid waiver,
in cooperation with the University of New
which means that a family does not have to
Mexico School of Medicine, provides fami-
be destitute to be eligible.
lies with a case manager. The case manager
A "medically fragile child" is, typically,
and family together develop a plan of care,
seriously disabled, perhaps deaf or blind,
which typically involves at-home nursing
Andre Armenta, shown here with his
father, can live at home because New
and in a life-threatening condition requiring
services, needed equipment, and family
Mexico parents lobbied for a new care
24 hours of constant care. Some cannot
counseling; these are paid for through the
program for disabled children.
22
HISPANIC
December 1989
COAST
TO
COAST
new program, standard Medicaid, and
at the University of New Mexico.
write to the program, Medically Fragile Chil-
health insurance. The home medical budget
It is estimated there are at least 100 medi-
dren, University of New Mexico School of
for a child on a ventilator can be $15,000 a
cally fragile children in New Mexico. Hand-
Medicine, Albuquerque, NM 87131, for more
month.
maker explains that only 40 of them are now
information. Handmaker observes that he
Beyond help to individual families tax-
in the program; he wants to see more in-
has seen "children become phenomenally
payers are saved the money that would be
cluded-at least seven children have died
better" with this type of care, but he empha-
used on hospitalization-which is roughly
while waiting for funds to be made available.
sizes that credit for its success belongs to the
double the at-home cost. "This program
The Medically Fragile Children's Pro-
families: I have seen families coping with
saves the taxpayers millions of dollars. And
gram has been nationally recognized and
stress that is unbearable. These families are
it is more humane for the children," relates
used as a model for programs in other states,
the heroes of our society."
Dr. Stan Handmaker, medical case director
and parents or other interested parties may
Kathy Raphael
NEW YORK
TOUGH ROAD TO THE TOP
this program that stresses excellence is wel-
New York City-With projections that
come to write Inroads Inc. 40 Rector St.,
people from minority communities will
Sixteenth Floor, New York, NY 10006, or call
make up a work force majority by the 21st
(212) 766-1960.
century, corporations in the United States are
Anna Maria Arias
beginning to draw from these communities
for employment and special training pro-
YOUNG AND SAVVY
grams. This sounds like good news for His-
New York City-What a life! Imagine a job
panics, but the message is mixed: If we don't
where you can travel, and when I say travel,
prepare ourselves and our youth, it really
I mean travel! How about leaving New York
isn't good news at all.
City for a week in Colombia, flying back to jet
One group addressing the staggering
the next night to Paris for a meeting, then
minority dropout rate is Inroads Inc., a na-
leaving the following morning for Milan,
tional organization with headquarters here.
then back to pack for your trip (the next day)
Inroads believes there are many minority
to Colombia, then off to Ecuador for a week-
students with great potential who could
end before finally heading back to the Big
become tomorrow's corporate leaders.
Apple again and home? This is the glamour-
Inroads is an organization with a focused
with-a-purpose lifestyle of 26-year-old Di-
mission. Since 1970 it has developed and
ego Recalde, an associate with investment
placed talented minority youth as business
bank J.P. Morgan and Co. Inc. He is also
interns to prepare them for corporate and
1989 Inroads graduate Martin Sandoval
of Chicago, left, with Senior Auditor
founder of a New York company. In spite
community leadership. It recruits Hispanic,
Glen McGee of Arthur Anderson & Co.,.
of Recalde's youthful appearance, this Ecua-
Black, and Native American high school stu-
dorian clearly means business.
dents, then places them in four-year intern-
participate in training and counseling ses-
Recalde wasted no time starting out.
ships with sponsoring companies and trains
sions, complete job assignments to a spon-
While at Columbia University, he set up
them for future corporate employment.
sor's satisfaction; and set goals for the future.
Scott, Helms & Recalde, a consulting firm.
Alfred Campos of New York is an alum-
A student's failure to fulfill these obligations
The firm's product, which he marketed to
nus of the Inroads program. Making a four-
means dismissal.
professionals who charge by the hour, was a
year commitment to the program at an early
Miguel Cardona, Director of External
time-tracking device turned on at the begin-
age was not a difficult choice for him, he
Affairs for Inroads, explains the tough stan-
ning of a project and off at the end. It looks
explains. "My senior year in high school, I
dards. "The reason for a 3.0 GPA or better is
like a credit card but is actually a bar-code
wanted a more serious job. I was tired of
simple: Corporations such as Exxon are
reader which keeps track of time. "Lawyers
working at gas stations. At seventeen, I had
looking for 3.5. We would be setting students
and designers," he explains, can "lose track
never been exposed to the corporate environ-
up for failure if we said a 2.2 GPA is okay.
of how [long it takes] to finish a job." Selling
ment, so it was quite an experience, but the
They're not going to get a job as an engineer
wasn't easy. Recalde had to convince jaded
people at Chub & Son insurance company
at a Bristol Myers or an Exxon [with a C
New Yorkers to look past his baby face and
helped me a lot." Campos remembers going
average]. Odds are they won't get through
buy. He succeeded often enough to have
into corporate "cultural shock" as he learned
the door [with that]. So we have to look at
extra cash throughout college.
how to dress and how to speak in his new
what our clients are looking for. Then it is up
Today Diego Recalde continues to be an
environment. Today Campos has graduated
to us to identify, recruit, and prepare the
investor in the management systems firm,
and is considering a permanent position
students. There is some leeway, but very
but he is, foremost, a full-time associate with
with Chub & Son; if he takes it, acceptance
little-because we deal with Fortune 500
J.P. Morgan, which he joined in November
will make him a part of Inroads' 70 percent
companies. Our students are learning corpo-
1987. A major factor in his decision to join the
success rate.
rate culture while the corporations are learn-
international banking firm was its training
The Inroads requirements are not to be
ing how to understand some of the things
program--an intensive four months that
taken lightly. Interns must maintain a 3.0
that occur in our communities."
Recalde considers was practically like get-
GPA, that is, a "B" average. They also must
Any student or corporation interested in
(continued on page 48)
HISPANICDecember 1989
23
E
C
POLITICS
KIKA'S CAUCUS
"The Caucus is representative of the members and
where they are elected from. We have no bylaws that say
'thou shall be liberal' or 'thou shall be conservative."
BY RHONDA SMITH
Founded in 1976 by five Hispanic
In a 1983 Washington Post profile of de
other eleven caucus members remain
congressmen, the Congressional His-
la Garza, Ward Sinclair wrote: "He came
active.
panic Caucus is relatively young by
to Washington with a reputation as a
Of its five founding members, three
Capitol Hill standards. Observers famil-
conservative Democrat who would not
remain in Congress: de la Garza, Rep.
iar with the twelve-member bipartisan
rock establishment boats, who was not a
Henry B. González (D-TX), and Rep.
group say its mission to sensitize con-
big spender, and who kept a safe dis-
Edward R. Roybal (D-CA). But only de
gressional colleagues on vital Hispanic
tance from the Chicano militants who
la Garza, 62, and Roybal, 73, have re-
issues has changed little, if at all, since its
were kicking sand over equal rights is-
tained their membership in the Caucus,
inception.
sues."
although González supports it. Other
What has changed, however, is the
On the eve of assuming the chair, de la
members include Robert García (D-NY),
group's size and the political influence
Garza gave a first glimpse of what his
and non-voting membersVice Chair-
its members wield through key posts
tenure as Caucus chairman will be like:
man Ron de Lugo(D-VI), Ben Blaz (R-
they have acquired on some of the most
"The Caucus is representative of the
Guam), and Jaime B. Fuster (D-PR).
powerful congressional committees in
members and where they are elected
The Caucus doubled in size after the
the nation's capital.
from. We have no bylaws that say 'thou
1980 census, and the resulting reappor-
In September the group experienced
shall be liberal' or 'thou shall be conser-
tionment added more congressional
two major firsts. It welcomed Rep. Il-
vative." He added that while Caucus
seats for growth states like California
eana Ros-Lehtinen (R-FL), the first
members do try to arrive at a consensus,
and Texas.
woman and the first Cuban American
because their membership is diverse-
Representatives Esteban Torres (D-
member, naming her Secretary-Treas-
geographically and in other ways-
CA), Matthew Martínez (D-CA), So-
urer. It also selected a new Chairman,
members may not always agree on is-
lomón Ortíz (D-TX), Albert Bustamante
Rep. Eligio (Kika) de la Garza (D-TX),
sues. "But we can still be a conduit for
(D-TX), and Bill Richardson (D-NM)
who reluctantly took the post, although
identifying and sharing Hispanic con-
were elected then. Many view these
he described it as "an honor," and prom-
cerns."
Caucus members as more brash than
ised "every effort to make this an event-
Harry Pachón, National Director of
their predecessors, and say they are well
ful and successful year for the Caucus."
the National Association of Latino
positioned to carry the group's agenda
Since 1981, de la Garza has chaired the
Elected and Appointed Officials
into the '90s. Additionally, Pachón and
Agriculture Committee. He says his
(NALEO), agrees: "The Caucus symbol-
others say the 1990 census will be the key
work on that committee has been his
izes Hispanic political unity over the last
to bringing four or more new Hispanics
main focus in recent years, and this and
twelve years, and you just can't under-
into Congress and to the Caucus.
other responsibilities are why "he has
estimate that," he says.
The statement Caucus members
been somewhat reluctant to chair the
One of de la Garza's main interests as
drafted upon its birth in 1976 still rings
Caucus before now."
incoming chairman is to expand and
true: "This is a moment of which we are
He was first elected to Congress in
strengthen ties to the Hispanic commu-
very proud. The fact that we have joined
1964 from the Rio Grande Valley's 15th
nity. "The Caucus has not reached out as
together is a sign of the growing power
District. Now Hispanic leaders are wait-
much as I would like to see it do. We
of our community, and we are looking
ing to see if his quarter century on Capi-
haven't had a continuing relationship
forward to strengthening the federal
tol Hill and familiarity with Congress
with Hispanic organizations. I would
commitment to Hispanic citizens." This
will lead the Caucus in new directions,
like to change that. I would like to have
commitment, it seems, grows with the
or whether his moderate leadership
more dialogue with advocacy, business,
community.
H
style will mean few changes during the
and labor organizations." This should
Rhonda Smith is a writer and intern with
coming year.
not be a problem if de la Garza and the
Hispanic Link newsletter in Washington, D.C.
HISPANIC December 1989
25
On December 6, 1899, a Southern Pa-
During the nineteenth century, the development of sugar as
O
cific train crept into El Paso, Texas, carrying
the major economic activity in Hawaii depended on the availa-
a group of Puerto Ricans to the West Coast.
bility of cheap labor. The mass importation of Chinese, Japa-
There were more than a hundred men,
nese, Portuguese, Germans, and other Pacific Islanders re-
women, and children on board, immigrants
duced the native Hawaiians to a numerical minority in their own
recruited by Hawaiian labor brokers to work
land, and created a multicultural society.
on their island's sugarcane plantations.
The United States annexed Hawaii in July 1898, at about the
Learning of the passenger list, the San Francisco
same time Puerto Rico became a U.S. possession. Under the
Examiner sent a reporter to join the train. In short order,
old system of contracts, the foreign laborers in Hawaii were
screaming headlines proclaimed the travelers were kidnap-
guaranteed return passage to their homelands. More than half
ped slaves. In fact, they had left Puerto Rico voluntarily after
the Chinese and Japanese and all the Pacific Islanders chose
a succession of disasters there, and in one year's time,
to return, creating a need to replace them. But the U.S.
between 1900 and 1901, 5,000 Boricuas emigrated to
Constitution forbade further importation of contract labor and
Hawaii. The early arrivals came to cut sugarcane, but today
cancelled existing contracts.
their flourishing descendants are in many occupations, and
The Hawaiian Sugar Planters' Association (HSPA) needed
the 1980 census put their numbers at 20,000, about 2 percent
to find a new source of labor docile enough to suit the planters.
of the total population.
Even before Congress determined the status of Puerto Rico or
The explanation for their appearance in Hawaii is rooted in
the civil status of its native population, the HSPA organized the
political and economic developments which began with the
recruitment and transport of Puerto Ricans to Hawaii. This
arrival of Europeans in 1778. But it was the events of 1898
became the first transfer of migrant labor from one U.S. colony
which provided more immediate causes for their departure
to another.
from Puerto Rico.
The Spanish American War had nullified Puerto Rico's
26
HISPANIC+December 1989
BY NORMA CARR
nationalist aspirations and wrecked its economy. On August
8, 1899, the hurricane San Ciriaco hit the southwestern area
STAR-BULLETIN / DENNIS ODA
of the island, killing 3,369 people in its wide sweep. It wiped out
the coffee crop. Almost all the livestock drowned. Thousands
were homeless and penniless, and a smallpox epidemic fol-
lowed. The island's labor force was desperate. And then, the
Hawaiian recruiters arrived, calling laborers to "Paradise."
Recruitment was most successful where the hurricane hit
hardest and where the labor brokers had offices: Ponce,
Utuado, Adjuntas, Lares, Yauco, Arecibo and Mayaguez.
The offer seemed generous, especially to people who had
not seen cash in months: passage to Hawaii, three years of full
employment at $15 a month for the first year, $16 in the
second, and $17 in the third; free housing, fuel, schooling, and
medical attention. And a bonus of $72 at the end of three years
of "faithful service." Employment for women and children was
also available. There could be no contract, so the Puerto
Ricans came under an "agreement."
The first group of 114 people, almost all from Arecibo,
boarded the SS Arkadia in San Juan on November 22, 1900.
Left, The United Puerto Rican Association Parade
HISPANIC
December 1989
When the 67 men and 47 women and children arrived in New
Orleans they were met by a special agent of the U.S. Immigra-
tion Department. He declared they were American citizens
traveling from one domestic point to another. After a health
inspection the next day, the new work force was allowed to land.
The group immediately boarded the Southern Pacific Railroad
cars and headed for San Francisco.
Ordinarily, the train trip to San Francisco took no more than
five to six days, but on December 6, news went out of El Paso,
Texas, that the Puerto Ricans were held on the train under
armed guard. The San Francisco Examiner, a William Ran-
dolph Hearst newspaper, sent a reporter to join the train. For a
week that paper ran a front-page series with headlines pro-
claiming, "Kidnapping Slaves from Porto Rico" and "LIBERTY
of Porto Rican Laborers Who Are Being Hurried to Hawaiian
Islands Denied.' Hearst himself wrote an editorial accusing "the
importers of the Porto Ricans" of dire motives.
By the time the train reached San Francisco, about half the
immigrants had turned back. Amid great tension and confusion,
only 56 men, women, and children boarded the SS Rio De
Janeiro on December 15 and set out for Hawaii.
They arrived in Honolulu on December 23 and were seques-
tered at the quarantine station; there, they spent their first
Christmas in Hawaii. On the 26th, they boarded an ocean-going
ferry for an overnight trip to Maui and went to work for Pioneer
Mill in Lahaina.
The English-language press in Hawaii was owned almost
entirely by members or associates of the HSPA. Their resent-
Daniel Maldonado, director of the bindery for the Hawaii Newspa-
per Agency
ment over the "yellow journalism" of the Hearst papers was
openly expressed, but the immediate target for retaliation
appeared to be the Puerto Ricans. One story described them as
a "mongrel breed, depleted of vitality by intermarriage."
The recruitment continued despite criticism in Hawaii and
increasing opposition in Puerto Rico. Ten more groups, ranging
in number from 168 to 900 plus, made the journey. They were
sent to 34 plantations on 4 islands-Hawaii, Kauai, Maui, and
Oahu.,
The difficulties encountered along their journey paled in
comparison to the situation they faced on the islands. The
immigrants who had arrived only three months earlier were
already being blamed for every robbery, burglary, and assault
in the territory.
From the very beginning, the Puerto Ricans were outraged
by what they considered unjustified and intolerable behavior
from supervisors. On plantations where managers and fore-
men treated people decently, there were few problems. On
plantations where the Puerto Ricans returned the blows of
abusive foremen, they were arrested for assault. Those who
sought to escape the abuse by leaving the plantations were
arrested for vagrancy.
They also discovered the cost of living was so high that $15
a month was barely enough to support one person, let alone an
entire family. Women without families were especially vulner-
able to economic disaster because they were paid less than
men for the same work. In addition to inadequate wages, there
was a lack of education for the children-a big disappointment.
Instead of attending school, many ten-year-old boys became
field hands. Some plantations did not have a school anywhere
in the vicinity. In other places the schools were already so
Manuel Olivieri Sanchez and Isabel Rodriguez Riv-
era, 1920, Pahua, Hawaii
crowded the Puerto Rican children were grouped outdoors
under trees. When it rained, they had no school.
28
HISPANIC December 1989
ALGEBRA
GE engineer Gary Contreras shows Sylvandale Middle School students the challenge and opportunities in technology.
"Engineers
"It's never too soon for kids
an exciting job with GE. My
neering, SO they'll take the
to discover engineering. And
work in the power industry
right courses, not just the
are made,
the younger a student gets
is challenging, fast-paced,
easy ones.
started, the better. What it
and fun. Full of wide-open
"If your kids are
not born."
takes is an interest in math
opportunities for me to
interested in math and
and science, determination,
keep learning.
science, point them in the
and hard work.
"In fact, it's such
right direction. Help them
Gary W. Contreras,
"Take me, for exam-
a rewarding career that I
make smart choices about
Mechanical Engineer,
worry - I worry that capable
what to study. And give them
GE Nuclear Energy
ple. I was an average student,
but I did have a knack for
kids won't learn about engi-
our booklet on careers in
mathematics. My parents
neering until it's too late. You
engineering. To get a copy,
noticed, and pitched in with
see, they've got to take the
just drop a postcard to
steady encouragement to do
right courses, starting as
GE, Dept. H, Fairfield,
the best I could. My mom
early as junior high. They've
CT 06431."
even sat up late with me
got to lay a strong foundation
when I hit the books! Their
in science and math.
support kept me motivated.
"That's why I take
"So it's thanks to
the time to talk with local
them that I have a graduate
students, to give them the
degree in engineering, and
kind of encouragement my
parents gave me. I want them
to get excited about engi-
We bring good things to life.
HISPANICS
benefits, cultural presentations, and
A popular contribution Hispanics
IN HAWAII
community volunteer projects, Hispan-
have made in Hawaii is in the restaurant
ics are making economic contributions.
business: There are Cuban, Mexican,
BY ANNA MARIA ARIAS
L.P. Painting and Construction Man-
Spanish, and South American restau-
agement president Hugo Alejandro
rants on most of the islands.
Usually when people think of Ha-
Logan, born in Tijuana, raised in Hon-
Julio Torres, a waiter in one of Ha-
waii, Hispanics aren't part of the pic-
olulu, explains that three-fourths of his
waii's oldest Mexican restaurants, ar-
ture. But the 1980 population figures
crew is Hispanic--even though L.P.
rived in Hawaii about ten years ago. He
show the Hispanic population in Ha-
doesn't stand for "Latin people." Logan
is originally from Bogotá, Colombia.
waii was 71,399. The growth rate is ap-
and Vice President Pedro Valdez of
The Azteca Mexican Restaurant, where
proximately 2,000 persons per year, and
Austin, Texas, always hold their com-
Torres works, was formerly owned by
make-up 7.4 percent of Hawaii's total
pany meetings in Spanish. Valdez says
his brother-in-law, Raoul Jaimes of
population.
business is good and pointed to a recent
Mexico City.
Because of these growing numbers
project: remodeling the home of Dolly
Torres tells how Jaimes first started a
and the physical characteristics shared
Parton in Portlock, Oahu.
little taco stand in the heart of Waikiki in
by Hawaiian or Polynesian people and
In the tourism industry, there are a
1977. That taco stand was one of the
Hispanics, the two appear to intertwine.
number of Hispanic-owned compa-
busiest places in town. Later, Jaimes
But Hispanics on the islands carry on
nies. Joseph Juárez of Spain is founder
closed down Tacos Aztec and opened
with their culture and traditions.
and owner of Hibiscus Tours in Hon-
up The Azteca Mexican Restaurant in
There are at least six Hispanic associa-
olulu. Juárez started his company six
Honolulu.
tions in Hawaii promoting the language
years ago, offering tours in Spanish.
Hispanics in Hawaii rarely go unno-
and culture. One of the more active is the
The media is another industry His-
ticed as they participate in business and
Hispanic Cultural Association of Ha-
panics broke into years ago, creating, for
cultural activities on all the islands. And
waii, staged a benefit for Mexican earth-
example, one of the longest-running
without a doubt, Hispanic culture has
quake victims; and raised a total of
radio programs in Honolulu. The Sun-
contributed its special flavors--espe-
$20,000.
day show, "The Alma Latina Program,"
cially spice--to the Hawaiian islands. H
The various associations pull to-
is hosted by Nancy Ortíz, and her local
gether for different functions. One an-
audience regularly tunes in for enter-
nual event is the Latinos Unidos Festival.
tainment and information on upcoming
Anna Maria Arias is assistant to the
In addition to sponsoring celebrations,
events.
publisher of HISPANIC.
Portrait
of the Great American Investor
100
EURO ADDITIONAL
SERIES EE
UNITED
CO00000000EE
He practiced six hours a day to get to
Juilliard. That was the easy part. Now
he's there and practices eleven. He
invests his time in music and his
money in U.S. Savings Bonds.
People everywhere are discovering
that Bonds have changed. When
held five years or more, Bonds pay
competitive rates, like money
market accounts. They're also free
from state and local income tax.
KIDS NEED THE
Find out more, call 1-800-US-BONDS.
BOYS CLUB.
WE NEED YOUR HELP.
U.S. SAVINGS BONDS
THE GREAT AMERICAN INVESTMENT
BOYS CLUB
Bonds held less than five years earn a lower rate.
A public service of this publication.
The Club that beats the streets.
EJANDR ROMERO
NOVA GRAPHICS
1031 W 19 ST.
2021 w. ESTES
CHICAGO ILL. 60608
CHICAGO ILL. 60645
(312)733-4242
(312) 743-1534
Scattered and separated
over all the islands,
they had to face each
problem individually, or, at
best, in small groups.
Instead, the Boricuas turned out to be rugged individualists
1943 San Juan Team of the Hawaii Puerto Rican Baseball League.
From left to right, kneeling: F.Rosa, R. Rodrigues, E. Rodrigues, P.
who refused to tolerate abuse. They worked at anything and
Garcia, J. Santiago, G. Woods, F. Rodriguez. Standing: Mickey
everything available. A few managed to leave Hawaii for
Rodrigues, Alex Riveira, L. Santiago, F. Figueroa, F. Martin, Rafael
California and points East during the first decade. A few more
Rios, and Jesse Garcia
found their way home to Puerto Rico.
The first 30 years were more difficult than anyone could have
On the brighter side of things, most plantations provided the
families with plain but adequate houses, with a bit of land
around them on which they immediately planted the gandul,
achiote, and coffee seeds they had brought with them. Fathers
and sons made stoves out of five-gallon cans, and guayos
(graters) out of can lids.
The lack of cash and transportation, not to mention plantation
policy, forced them to shop in the company store. However,
they were pleased to find rice, beans, bacalao, and other
ingredients needed to make familiar dishes.
Economic survival was a precarious proposition. Incredibly,
field wages decreased in 1902 and again in 1903, making life
even more difficult.
The Puerto Ricans helped each other all they could, caring
for the sick and orphaned, burying the dead. When their home-
grown crops were harvested, they shared them. Some turnea
the activity into a small business; others gave away what they
did not need. Survivors of that era recalled with satisfaction that
when hard times tested their mettle, Puerto Ricans came
through for each other.
The hardships they experienced were noted in several
reports-which branded them as the most hopeless people
ever to migrate to Hawaii. The entire experiment was declared
Gus Rosa, Adolf Samuels, and Chico Rosa in the 1940s
to be a total failure. But contrary to those reports, and despite
such discouraging circumstances, the immigrants and their
predicted back in 1900 or 1901. But by 1930 there were enough
children did better than anyone wanted to believe.
adults with the energy, capacity, and job security to look beyond
Scattered and separated over all the islands, they had to face
their own personal situation and deal with the common prob-
each problem individually, or, at best, in small groups. That did
lems of the group. They created their own opportunities.
not keep them from asserting themselves when necessary.
The Puerto Ricans had known for a long time that group
Small-group action usually came from the workers on the plan-
cooperation was essential to their progress in employment,
tations. They continued to demand justice and respect. They
education, and general well-being. In 1931, the Puerto Rican
wrote letters to the newspapers in Puerto Rico, appealed to the
Civic Club was organized, followed by the Puerto Rican Inde-
governor of Puerto Rico and to the governor of Hawaii.
pendent Club in 1932. While both had the mutual goal of service
Things improved a little with time, especially when there was
to the Puerto Rican community, the Civic Club stressed political
a shortage of other ethnic laborers. The changes, however,
participation as an indication of good citizenship, and the
were not enough to keep the Puerto Ricans on the plantation.
Independent Club stressed aid for the sick, unemployed, wid-
By the end of the first decade, only 1,224 were still plantation
owed, and orphaned. Both organizations desired to prove that
laborers. Unfortunately, 704 of them were field hands, the
their members could act in concert. The two groups acquired
lowest-paying job in the system. Abysmal and dead-end as
property and cash assets and provided many services for their
most plantation jobs were, it took courage to turn away from full-
members.
time employment and shelter.
In 1973, the two well-established Civic and Independent
The Puerto Ricans were a shock to the HSPA, who had
Clubs merged into the United Puerto Rican Association of
counted on their supposed docility to make them submissive.
Hawaii Inc. It holds a general membership meeting on the third
32
HISPANIC December 1989
The Boricuas turned out
to be rugged individualists
who refused to tolerate
abuse. They worked
at anything and everything
available.
The Puerto Ricans' gifts to Hawaii included sociability and
tolerance. They were distinctive but not clannish. They had a
March 17, 1974, Inauguration of the first Board of Directors of the
long history of racial integration and did not feel threatened by
United Puerto Rican Association of Hawaii, Inc.
intermarriage. They began to marry outside of the group in
1902, and by 1950 more than half of them were the product of
Sunday of each month, gives scholarships annually, holds
monthly dances, sponsors the annual Día de Reyes celebra-
tion, and co-sponsors an annual cooking show with Hawaiian
Electric. It also co-sponsors periodic readings by Puerto Rican
writers with the Hawaii Literary Arts Council. It has created
special anniversary exhibits with the Bishop Museum and the
Department of Education, and extends hospitality to visiting
Puerto Ricans. It was the only organization in Hawaii to raise
funds for the Mexican earthquake victims and raised more than
$4,000 for Ponce Relief.
But the organization that caught the fancy of the public back
in the early 1930s was the Puerto Rican Baseball League.
Thousand of avid fans filled Lanakiia Park every weekend to
cheer their favorites. The teams took on the names of their
home towns: Adjuntas, Arecibo, Ponce, Mayaguez, San Juan.
Sports reporters wrote of the players' speed, agility, and grace.
Talent and ability abound in many of Hawaii's Puerto Ricans.
In 1977, Hawaii saw its first Puerto Rican law school graduate.
In 1988, one Puerto Rican woman and one man graduated
from the University of Hawaii's School of Medicine.
Today, Maxine Correa and Jerry Santos, of Puerto Rican
Julio Rodriguez, Jr. of El Conjunto Boricua
descent, serve on the Kauai County Council. The Honolulu City
Council has one member who is of Puerto Rican descent.
intermarriage.
Puerto Ricans have woven themselves snugly into the
contemporary texture of Hawaii's multiethnic society. In addi-
tion to the plantation experience, they share a blending and
crossover of traditions and beliefs which allow all the groups of
Hawaii to enjoy each other's cultural contributions. More impor-
tantly, they share children and grandchildren with all the people
of Hawaii. This has created very special bonding, not only
among the races but bonding to the land.
There are many ways to take the measure of a group. Of
Hawaii's Puerto Ricans, it can be said that through hard times
or better times, they gave their best, whether it was in the sugar,
coffee, or pineapple industries, macadamia farming, playing
baseball or fighting a war, playing music or fighting crime. In the
Governor's cabinet or at a general membership meeting, Ha-
waii's Puerto Ricans have matched their optimism with hard
work. And they have accorded to others the dignity and respect
Charles Figueroa, August M. Rodrigues, Julio Deleon Rodrigues,
they demanded for themselves. H
Julio Rodriguez, Jr., and Marcial Maldonado of El Conjunto
Boricua perform at the Festival of American Folklife in Washing-
ton, D. C.
Norma Carr, Ph. D. is a writer in Hawaii.
HISPANIC December 1989
33
Christmas in
©1988 Peter Haley
AMERICA
When you shop at K mart, a lot more
than your tree will light up this Christm
The quality you need,
the price you want.
ERTE
JANE'S
NAW
LIBRARY
Scotch
SCOICH E/F
Scotch
No matter who you're shopping for this Christmas, chances
are you'll find a special gift for them at K mart. And chances
are you'll find it for less. Because K mart has all the top-
quality merchandise you're looking for, at the kind of prices
you want to pay. So this Christmas, be sure to make a trip to
K mart. And Christmas morning when they open their gifts,
be sure to watch what
lights up around
the tree.
the Saving Place
CHOOSING YOUR SCENT
S inviting as a stocking stuffed with goodies, as
that is, use the same scent in soap or bath gel, body lotion
bright as the glitziest tree, perfume counters
(especially in winter when skin is drier), powder, and then
beckon with glitter and crystal most especially
perfume. This layering, perfume experts say, maintains the
at Christmas. And how can a shopper choose from among
fragrance longer.
so many eye-catching delectables?
There is also an enhanced interest today in men's co-
Signature packaging attracts the impulse perfume
lognes. According to Pat Hariston, a sales representative in
buyer-which is one reason why these tempting creations
the men's fragrance department at Hecht's department
are so individualized. Cognoscenti know the brand as
store in Washington, D.C., Obsession by Calvin Klein is a
easily by the designer wrapping as by the name.
number one seller. The 4-ounce spray perfume bottle is
Most women will always be delighted to receive fra-
$42.
grance gift sets. For one thing, the sets are a good buy:
Among younger male customers, the current number-
more for the money. For another, they offer something the
one seller is Polo by Ralph Lauren. Polo comes in its tradi-
industry calls "layering." Cosmetic experts tell us the
tional forest-green box with the polo trademark on the front
educated perfume consumer likes to "layer" her fragrance,
and is priced at $34.50 for the 4-ounce spray. H
ELIZABETH ARDEN
RED DOOR
ML MUSK PERFUME
JOVAN®
(Left to Right)
Elizabeth Arden's Red Door flacons
Velvet-eyed Elizabeth Taylor's Passion
Santa Fe, a light scent, is $7.65 for the
have a gold miniature key, lipstick, nail
is, of course, lavender.
1.7 oz, aftershave.
polish, or Red Door dangling from the
neck of each bottle.
Obsession by Calvin Klein is a number
Oscar de la Renta's exquisite perfume
one seller. The 4oz. spray perfume bottle
comes in a silver texturized box with
Polo by Ralph Lauren comes in its tra-
is $42.
golden letters and sells for $60 for the 8
ditional forest-green box with the polo
oz. bottle.
trademark on the front and is priced at
Poison, by Christian Dior, is a stand out
$34.50 for the 4oz. spray.
in a forest-green box with black lettering.
Jovan Musk works with the body's
natural chemistry. Aftershave/cologne, 2
Oz. bottle for $7.20
Santa Fe
POISON
EAU DE TOILETTE
Christian
Dior
PARIS
COLOG
OBSESSION
FOR MEN
COLOGNE SPRAY
Calv
Klein
EAU DAY TOILETTE
NATUREL
WHAT IT MEANS
TO BE HISPANIC
1989 HISPANIC NATIONAL ESSAY CONTEST
INSCOM
U.S. Army Intelligence
and Security Command
A FOUNDATION
"Mission First
BY MARIA BEATRIZ RAMIREZ
People Always"
"So, what are you, black or white?" I was asked by one of my third grade
classmates as we headed for one of the long tables in the school cafeteria. The
question surprised me. It caught me off guard. After all, I had never been
UNITED
STATES
asked to label myself before. I really didn't know how to respond.
ARMY
The girl was not asking me what the color of my skin was. She could ob-
*
*
viously see as well as everyone else that my complexion was a tannish
*
brown. The girl was really asking me to identify my ancestry, and in a city
like Columbus, Ohio, not famous for the size of its Hispanic population, she
had seen it as a choice between black and white. My appearance had con-
fused her. I was too dark to be "white," but my features didn't look "Black."
COMMAND
After the initial shock of the question wore off, I responded by saying that
I was really neither, I was Hispanic, and I realized then that in many ways
being Hispanic was, in the American culture, being "different."
AND
SECURITY
Looking back at that incident, I now think that my answer was not com-
pletely correct. After all, the term Hispanic refers to a rich culture built from
the mix of African "black," European "white," and Native American "red."
Unique and challenging
The word "Hispanic" is a very broad term, referring to people with different
careers in Army
ancestries from unique regions and countries. Despite the individuality of
each group united under the word "Hispanic," there are certain common
Intelligence Operations and
ideas and values that are shared by what can be called one single Hispanic
Research.
culture. This Hispanic culture has given me more than a second language.
It has given me a strong sense of family and an immigrant's belief in the
INSCOM satisfies one of
importance of hard work and the value of an education.
The Hispanic culture is "family centered" over "individual centered."
the Army's fundamental
This has, at times, meant sacrificing personal comfort, like having to share
requirements - the need for
a small bedroom not only with my sister but with a cousin, in order to help
information about hostile
the family. This difference in focus has at times made me feel separated from
my non-Hispanic friends: They don't really understand why I want to
enemy forces.
attend my three-year-old cousin's birthday party, why my family always
eats meals together, or why there always seems to be different relatives who
Qualified applicants
are newly arrived to this country living with us. Yet this separation is not
should be college graduates
negative because the unity of my family has given me a strength and a sense
of pride that can only help me in my life.
and U.S. citizens. We are an
Right now I'm interested in studying architecture, a field that starts with
equal opportunity employer.
a simple concept: In order to build any structure, a strong foundation is
needed. That is what being part of a Hispanic family has done for me-it has
given me a strong foundation, one that I can build on to become anything I
I'm interested in intelligence
want. This foundation includes the values that have been instilled in me by
my parents and the belief in the value of hard work and education. It is a
career opportunities.
foundation that will endure through the prejudices that always come with
being "different" in a society. It is a foundation that will help break down
Name
those prejudices by allowing me to reach for excellence.
Address
My perspective has changed a lot since third grade. I now understand that
being Hispanic is not a set of shared physical characteristics, but that, in-
City
stead, it is sharing the values that come with the culture. These values,
through the strength of my family, are what have helped me grow to feel
State
Zip
confident, strong, and proud of my differences and of my culture.
H
Mail to: HQ, INSCOM
Maria Beatriz Ramirez is a student at Bishop Watterson High School in Colum-
ATTN:IAPER-CP
bus, Ohio.
Fort Belvoir, VA 22060-5370
38
HISPANIC December 1989
HACIA UN
FUTURO PROMETEDOR
TOWARD A
PROMISING FUTURE
THE AMERICAN TRADE UNION SPIRIT
IS DEPENDENT UPON VITAL NEW INPUT
FROM WORKERS IN ALL OCCUPATIONS
THE IMPORTANT ROLE HISPANICS PLAY
IN OUR SOCIETY AND IN OUR LABOR
MOVEMENT IS ESSENTIAL TO THE
REVITALIZATION OF BOTH IN AMERICA.
We salute the Labor Council for Latin American Advancement (LCLAA) for the out-
standing work it does in promoting the best interests of Hispanic workers in the AFL-CIO,
in the workplace, and in society.
There are over one million Hispanic AFL-CIO members. Hispanic trade unionists are an
integral part of the future. They epitomize the principles and values of the union
movement as espoused by the Labor Council for Latin American Advancement (LCLAA).
We salute Hispanic union members all across this land working in thousands of occupa-
tions who have joined our ranks and uplifted us and themselves as well as their families.
They are full fledged partners of progress of the American trade union movement.
We encourage Hispanics to "Live better and Work Union" and appeal to unorganized
workers to explore and experience the American trade union life style established so
workers of all creeds, colors, and religions can live with dignity, justice, and respect.
FAST
Vice Presidents
MARION LEE
SAM H. BEGLER
LENORE MILLER
JACK CAFFEY
JOSEPH M MISBRENER
AFFILIATES: Bakery Confectionery and Tobacco Workers International Union Distillery, Wine and Allied Workers International Union International Union of Operating
FRANK W CARTER
J. OTERO
Engineers International Brotherhood of Firemen and Oilers Association of Flight Attendants Glass, Molders, Pottery, Plastics and Allied Workers International
AFL
E. L. L. (VERA) CATALLI
SUSAN BIANCHI SAND
Union American Federation of Grain Millers Hotel Employees and Restaurant Employees International Union Laundry and Dry Cleaning International Union Oil,
JOHN DECONCINI
JOHN SWEENEY
Chemical and Atomic Workers International Union United Association of Journeymen and Apprentices of the Plumbing and Pipefitting Industry of the United States
LARRY DUGAN, JR
ROSEMARY TRUMP
and Canada Transportation Communications International Union Retail, Wholesale and Department Store Union Seafarers International Union of North
EDWARD HANLEY
JAMES WALKER
America
Service Employees International Union . United Food and Commercial Workers International Union
LARRY JACKSON
WILLIAM H. WYNN
08/18
SERVICE
OUR HISPANIC BROTHERS AND SISTERS BROUGHT AND GIVE MUCH TO THE MOVEMENT. WE ARE EXTREMELY
GRATEFUL TO THEM FOR THEIR COMMITMENT, COMPETENCE, AND CONTRIBUTIONS. MUCHAS GRACIAS!
FOOD AND ALLIED SERVICE TRADES, AFL-CIO (FAST)
815 16ᵀᴴ ST. NW
WASHINGTON DC 20006
e are happy to
W
community. All of these
salute the ten 1989
of the Year, selected
Coca-Cola
women have achieved a
Coca-Cola Women
measure of success in their
lives. But for them success
by HISPANIC readers.
is not counted in personal
As we approach the dec-
terms alone, but also in
ade of the 1990s, there are
terms of helping others.
many challenges confront-
ing the Hispanic commu-
WOMEN
Some of our Women
of the Year are famous,
nity. Although Hispanics
such as Rita Moreno, the
are advancing and achiev-
actress and singer, and na-
ing success in numerous
tionally acclaimed artist
fields, many still face pov-
Nivia González. Shiree
erty and despair. Oppor-
Sánchez is President
tunities have never been
Bush's link to the Hispanic
greater for our young
community. Others are
people, yet Hispanics are
stars in the field of educa-
dropping out of school;
tion, including María
the rate, by recent esti-
Elena Riddle and María S.
mate, is just under 40 per-
Guasp. Most are active in
cent. It is Hispanic women
Hispanic organizations,
who must often directly
which have become a par-
deal with these challenges,
whether as teachers,
of their strength and faith
YEAR
ticular focus for some,
such as Irma Maldonado
mothers, homemakers, or
and Anna María Perera.
professionals. It is because
Some are outstanding
professionals and busi-
in themselves and their
nesswomen, including
families that the future re-
Margarita Colmenares,
mains hopeful.
Marlene Urbina, and Or-
Our Coca-Cola Women
alea Corrales.
of the Year represent a cross section of the
Enjoy
Coca-Cola
Together, our Coca-Cola Women of the
Hispanic community. They combine grace,
CLASSIC
Year represent the best the Hispanic com-
intelligence, and beauty with a
munity has to offer. On behalf of
burning desire to succeed, and
they all have one thing in com-
HISPANIC
Coca-Cola and HISPANIC, un
fuerte abrazo!
mon: a willingness to serve the
THE MAGAZINE FOR AND ABOUT HISPANICS
40
HISPANICDecember 1989
...es que tiene
magia.
(trago)
Es suave y
Me hace
distinta. burbujear. separaremos. Estoy (traguito) igual. Siempre (traguito) mi... Mmmm. (trago)
seguro
que nunca nos
No tiene
me sorprende,
Coca Colass CLASSIC
Company
Coca-Cola and the Dynamic Ribbon device are trademarks of The Co Cola
Enjoy
Coca-Cola
Trademarks ®
CLASSIC
jEl Sabor De Tu Vida!
ShireeSánchez
As associate director of the White House Of-
fice of Public Liaison, Shiree Sánchez is on the
front lines of the political scene. Whether rep-
resenting President Bush at Hispanic events
WOMEN
across the country or advising him on His-
panic issues, this native of Texas has brought a
fresh perspective to the political scene. She
OF THE
represents a new breed of Hispanic public
servant: at once dynamic, caring, and deeply committed.
YEAR
Ana María Perera
Ana María Perera began her professional ca-
reer representing Cuba in the United Nations
and has served for over twenty years in the top
levels of the federal government. In 1972, she
founded the National Association of Cuban
American Women, which established the Latin
American Educational Center, headquartered
in Fort Wayne, Indiana. She has dedicated a
lifetime to the advancement and education of Hispanic women in
the United States.
María Elena Riddle
María Elena Riddle is committed to opening
the doors to the future for young Hispanics.
For the past three years she has been director of
the office of university relations for the Na-
tional Hispanic University in Oakland, Califor-
nia. At Fremont High School, she leads the
"Thursday Club," where young students find
support and develop good study habits. To
these young people, as well as to her friends and family, she is an
inspiration and a role model.
42
HISPANICDecember 1989
NiviaGonzález
Nivia González, a nationally acclaimed artist
from San Antonio, Texas, is the personification
of creativity and dedication. Her innovative
programs aimed at teaching art to prison in-
mates have helped those at the bottom of the
ladder develop personal self-esteem under
WOMEN
very difficult conditions. Her art has been
featured in numerous art shows and is part of
private and corporate collections across the country.
OF THE
YEAR
MaríaS.Guasp
María S. Guasp is Deputy Commissioner of
School District No. 6 in New York City. Her ac-
complishments in the field of education in-
clude participating in the New York State
Commission on Education and serving as
president of the Puerto Rican Educators Asso-
ciation. She is tireless in promoting the educa-
tional options available to Hispanic women in
the New York community. Perhaps most importantly, she has served
as an inspiration to those around her.
Irma Maldonado
Over the past twenty years, Irma Maldonado's
volunteer work has encompassed a wealth of
worthy causes, including support of children
and young adults, and Hispanic women lead-
ership efforts. As the national chairperson of
the Mexican American Women's National As-
sociation (MANA), she has created educational
and leadership programs that have brought
national recognition to Hispanic women across the country.
HISPANIC December 1989
43
Rita Moreno
On stage and screen, Rita Moreno has por-
trayed Hispanics positively and brought her
infectious energy and enthusiasm to every-
WOMEN
thing she has undertaken. She is the only
woman ever to win the top four entertainment
awards- Emmy, Tony, Grammy, and Oscar.
But she doesn't have time to rest on her laurels,
OF THE
and is busy with countless new projects.
Margarita Colmenares
YEAR
A native of Los Angeles, California, Margarita
Colmenares is a determined advocate for sci-
ence and engineering. In her role as the newly
elected president of the Society of Hispanic
Professional Engineers, she often speaks to
students about the value of education. A petro-
leum engineer, she has excelled in what is tradi-
tionally a man's field, and done it with style.
Oralea Corrales
Oralea Corrales, former city councilwoman in
Midland, Texas, is a mother of four, grand-
mother of six, and a guardian of her 52-year-
old mentally handicapped brother. She and
her husband, Jesús, have been married for 31
years. A dynamo of energy, she is a deeply
committed and involved mother, wife, and
civic leader.
Marlene Urbina
Currently serving as the chairperson to the
Commission on Latin Community Develop-
ment, Marlene Urbina has worked hard to im-
prove the condition of Hispanics in Washing-
ton, D.C. Born in Ecuador, she studied at the
University of California in Santa Barbara, and
earned a master of arts in international affairs
at George Washington University in 1984. She
is employed by the State Department as a foreign affairs officer.
44
HISPANIC-December 1989
FOOD
ONTHETRAIL
OF THE PERFECT
My grandmother's metate now props
dry or cooked rice tossed in. Or ground
open her back porch screen door. Grow-
green bananas. The masa is mixed with
ing up, she learned to grind corn on this
vegetable shortening or lard. It's been a
hollowed-out stone, but most of us have
while since my neighborhood cele-
opted out of such back-breaking
brated a pig slaughter, so our lard has to
activity. Have we given up making ta-
be the store-bought kind that's lily-
males? No-we have just changed the
white and tasteless. Those who worry
process.
about cholesterol may use peanut or
Tamales are essential to Christ-
safflower oil.
mas dinner in Bolivia and Peru,
For the filling, anything goes.
along the Ecuadorean coast, in
Many prefer the pedestrian egg,
Colombia, El Salvador, Mex-
but you can turn to peanuts,
ico, Cuba, and, of course,
pumpkin, pineapple, blackber-
many homes in the United
ries, mashed black beans in
States. My grandmother,
butter, the picadillo that usually
however, might not rec-
goes into tacos, leftover meat,
ognize some of the ver-
scrambled eggs, fish, zucchini, ol-
sions.
ives, raisins, green chili, or any kind
Because eating them
of cheese. A traditional filling in-
instantly qualifies you
cludes pork, beef or chicken.
to be an expert, there are
The wrapper that keeps your tamale
as many authorities on
dry while it steams can be a fresh corn
what constitutes the tradi-
husk, a dry one that has been soaked in
tional tamale as there are consumers.
hot water until softened, a banana or
For example, the traditional savory ta-
canna lily leaf, or (traditionalists will
male is a tender cake of ground corn
shudder) regular-weight aluminum
with a slightly spicy picante filling, the
foil. If you use foil, wrap the tamales in
packet steamed in cornhusk or banana
plastic first so they don't acquire a metal-
leaf wrappers-or one of any endless
lic taste. Unless you like a metallic taste.
variations on this theme. As with soups
That's your choice.
and stews, there are many possibilities.
Another tamale fact of There are
Each is a real tamale.
two good reasons why traditional reci-
After eating my
BY CISSIE COY
pes for tamales
way through
call for huge quan-
many restaurants
tities of ingredi-
and cozy kitch-
ents. First and
ens, I have arrived
most cheering,
at another tamale
they are a holiday
conclusion. We
food. Holidays
can't cook exact
mean family and
duplications of
In a perfect boliday world, all the men, women, and children
friends gathering,
foreign cuisines in
are chattering and singing in the kitchen as they shred, chop,
big crowds lining
our own country.
up to eat. Half a
How can we re-
stir, clean the busks, add the masa, fold, and stack.
dozen tamales
create dishes
would be de-
based on vegetables or other ingredients
good tamales. They just aren't dupli-
voured in seconds. The other reason is
that are not available in the United
cates.
practical: It is simply not worth making
States? For example, my supermarket's
If you're on the trail of a luscious
only a few tamales at a time. Their crea-
big, but it doesn't carry atserva plants.
Christmas tamale, some of your choices
tion is a time-consuming job.
The atserva leaf, however, is the wrapper
are: fresh corn, right off the cob, or dry
Ideally, however, your Christmas
for Ecuadorean tamales. The ingredient
corn, for the masa, or dough. Or a combi-
visitors will turn off the television in the
dilemma doesn't mean we can't make
nation of corn and hominy with a little
living room and head, instead, for your
HISPANIC.December 1989
45
kitchen. In a perfect
where tamales are [popular] because the
world, all the men,
southern part of Bolivia is where corn is
women, and children are
LOS ANDES
grown Other of our specialties are sal-
chattering, laughing, and
tenas [a slightly spicy empanada] and
singing, while they
TAMALES
rellenos de papa [balls of mashed potato
shred, chop, stir, clean
deep fried]."
Makes approximately 20 tamales.
the husks, daub the
Her eyes twinkled as she added,
husks with masa, add
"Cochabamba is known as the place
2 lbs potatoes
dabs of filling, fold the
where people eat all the time. I don't
1 1/2 lbs beef, chicken, or pork
wrappers, tie them se-
know why." She shrugged. "Maybe
1/2 lb shank bones
curely with strips of
1/2 lb onions
because the weather is mild all the time,
cornhusk, and stack
1 bunch green onions
never too hot or cold. But the food isn't
2 lbs white corn (Lupe uses
them into the steamer. Then,
fattening, and they have the best vege-
Phoebe/ Mote Blanco)
as the kitchen windows begin
tables and fruit."
3/4 lb vegetable lard
to mist up from the steam, this
For the best Cochabamba tamale via
2 tbsps aji (red hot pepper)
merry band would clean up.
Falls Church, I recommend Los Andes.
1/4 bunch parsley, diced
If labor-intensive tamales
4 tbsps cooked green peas
continue to be produced, it's obviously
1 hard-boiled egg, diced
happening because there is no better
2 small boxes black raisins
food in the world. And if imitation is the
2 tbsps salt
sincerest form of flattery, consider the
1 tbsp anise
Tamales are essential
proliferation of tamale-like recipes that
1/2 tsp pepper
1/2 tsp cumin
are third cousins to the ones my grand-
to Christmas dinner in
1 box of corn husks
mother made. For example, Easy Enter-
taining with Marlene Sorosky, published
Bolivia and Peru, along
Boil the shank bones to make
in 1988 by Harper and Row, suggests a
the Ecuadorean coast,
broth. Peel the potatoes; cut them into
"Mexicana Buffet Brunch" with Blanco
small squares, and cook ten minutes.
Cheese Enchiladas and Fiesta Corn
in Colombia, El Salva-
Soften the corn husks ten minutes in
Tamale Torte. The Tamale Torte is a
hot water. Boil the white corn ap-
fancier version of the bride's favorite
dor, Mexico, Cuba, and,
proximately 25 minutes-don't over-
standby, tamale pie. It is made in a
cook-and blend it in a food proces-
of course, many homes
sor to a fine texture.
springform pan and is a giant corn bread
in the United States.
Cook half the onion, diced, with
and chili concoction. I personally ap-
half the chopped parsley and half of
plaud Sorosky's blend of Nahuatl In-
the diced green onions in 1/4 lb lard.
dian word "tamalli" with the German
Add all the spices except anise.
"torte," resulting in a literary-culinary
Cook the beef in the shank-bone
melting pot for your festive table.
broth with salt and remaining onions.
Our search for the traditional tamale
Shred the beef and add it to the cooked
led us, among other places, to Los Andes
Restaurant in Falls Church, Virginia.
Francisco Almenara
onion and parsley, and cook ten min-
utes.
Although the decor is standard Ameri-
Add enough broth to the white-
can Restaurant, the delicious smells
corn dough to make it form into a ball,
blending in the anise, salt to taste, and
escaping from the kitchen are distinct.
what is left of the lard.
The cuisine is described as international,
Form the dough into a ball in one
but the owners and the house specialties
hand, and into the center put one
are definitely Bolivian.
piece of hard-boiled egg, a couple of
Lupe Rocabado-Lara, her husband,
raisins, and a tbsp or so of the beef
and two partners have been running the
mixture. The shape is fat and roun-
restaurant for six months. Lupe, 32,
dish like a potato. Place the round in
studied journalism at the Catholic Uni-
the center of one or more husks, and
versity in La Paz. She has only been in
then roll up the sides and ends of the
the United States five years, but she is
husk to enclose the dough and filling.
Tie the two ends with strips of husk.
unflappable as she juggles details of ar-
Steam 45-60 minutes, and serve with a
rangements for a private party while
salad.
fielding incoming phone calls and a
reporter's questions about Bolivian
tamales.
For additional information you may
"I'm from La Paz," she explained in a
contact Los Andes Restaurant, 6111
soft voice, most of my staff is from
William and Lupe Rocabado-Lara owners
of Los Andes.
Arlington Blvd., Falls Church, Virginia,
Cochabamba, in el valle, and that's
22044, (703) 237-3272. H
46
HISPANIC December 1989
ristal
persuasión.
TM
"Standing there
sipping that macho drink
you think you're so superior."
"Be nice."
Lighten up with the
"How can I be anything but -
Original Aguardiente
with someone brilliant, arrogant
Imported from Colombia.
and obviously bigger than I am?"
100% Colombian:
CRISTAL (neat)
100% New York:
CRISTAL, soda
& lime slice.
"I'm too brilliant
100% Chicago:
to be arrogant."
CRISTAL & Coke®
100% Miami:
"Persuade me."
CRISTAL, O.J.
& orange slice.
100% L.A.
CRISTAL & a slice
of anything!
"E=MC²"
"You're going to have
to do more than that!"
© 1989 Imported by Shaw-Ross Int'l Importers/Miami, FL/32% ALC/VOL (64 Proof)
PRODUCT OF COLOMBIA
Aguardiente
ristal
CALDAS
"Take my CRISTAL
and then beg for
my forgiveness."
"I'll take your CRISTAL
you can beg to get it back."
COAST
TO
COAST
(NEW YORK Continued from page 23)
ting an M.B.A., a Master's in Business
spring of 1988, the company tried to make an
Administration. Recalde doesn't have a typi-
innovative contribution to the problem of
cal day at the office, but the closest thing to it
Third World debt with its proposal to swap
would be one that started between 8 and 9 in
Mexican loans against Mexican government
the morning with a review of his projects,
securities backed by U. S. government
then went on to an analysis of a company and
bonds.
its markets. He spends 40 to 50 percent of his
Doing business all over South America
time on a computer. His work day comes to
may sound glamorous, but it's taxing, and
an end about 9 in the evening. If he isn't
Recalde remembers one trip that landed him
traveling.
in the middle of guerrilla action. However,
J.P. Morgan does business throughout
it's still his choice to travel. At 26, Recalde
South America, advising clients on take-
doesn't know what the future holds for him,
overs, management buyouts, financing proj-
but chances are it will feature challenge.
ects, and issuing tax-exempt bonds. In the
Anna Maria Arias
Diego Recalde
PUERTO RICO
A HELPING HAND
fering," said Sen. Olga Méndez, Representa-
plained Frank Gómez, Director of Public Pro-
San Juan-When hurricane Hugo struck
tive for Albany in New York. She and City
grams at Philip Morris, "and with many
here in September, the destruction was bur-
Councilman Víctor Robles, from the 27th
Puerto Rican employees at our New York
ied in the back pages of the mainland's na-
District in Brooklyn, New York, toured the
headquarters and elsewhere around the
tional news as Charleston, South Carolina,
island and visited shelters for the homeless
country, we feel a special kinship with the is-
became the lead story. However, the damage
in San Juan.
land."
to this island and many others in the Carib-
"Although San Juan was not as severely
Gov. Rafael Hernández Colón has stated
bean was extensive-and in some instances
damaged as the eastern part of the island,"
that the cost of rebuilding and recovery could
overwhelming.
Robles noted, "we saw destroyed homes,
exceed $1 billion. Additionally, the Puerto Ri-
businesses, and schools.
can government is concerned about the effect
Bill Kelly
Even more than a week af-
Hugo publicity will have on tourism. Gover-
ter the hurricane, homeless
nor's Counsel Martínez cautioned, "We have
people were still arriving at
to be careful not to seem a [complete] disaster
shelters, and potable
area no one would want to visit. Hotels and
[drinking] water was not
other tourist facilities are now operating and
available in the affected
offering good service as usual. Other points of
areas, including the capi-
interest will, we hope, be back to normal
tal."
soon."
Immediately after the
"It was heartwarming to be part of the
hurricane hit, the island
'helping hand' that thousands of people in the
government began a cam-
New York area gave to their brothers and sis-
paign entitled Dale la mano a
ters in need," said Gómez. "Seeing those
Puerto Rico, and help has
children drinking clean water from New
been arriving from a per-
York is something I will never forget."
Welcome relief supplies from Philip Morris Companies
haps surprising variety of
arrive in Puerto Rico, hard hit by Hurricane Hugo.
sources, includ-
According to José Martínez, Director and
ing foundations and corpora-
Special Counsel to the Governor of Puerto
tions. The American Red Cross
Rico, there is an estimated $1.1 billion in
has been a major care giver, pro-
private and public losses and damages. Ap-
viding food and shelter to fami-
proximately 37,000 families are homeless,
lies in the areas most affected by
and the number keeps rising as the Disaster
the storm. Medicines have been
Field Office of the Federal Emergency Man-
donated by the Americares Foun-
agement Agency receives more applications
dation; clothing was donated by
for assistance. There has been an almost $103
St. Barnabas Hospital in the
million loss in agriculture, including one-
Bronx; and Philip Morris Compa-
fourth of the coffee crop and 80 percent of the
nies Inc. collected more than
plaintain crop.
80,000 pounds of relief supplies,
John Schad, who is the Public Information
chartering a DC-8 cargo jet to
Officer at the Disaster Information Office in
transport them. The company's
Puerto Rico, said that the eastern coast, par-
assistance included providing
ticularly Fajardo, Luquillo, Vieques, Loíza,
bottled water, rice, cheese, and
From left to right, Puerto Rico's First Lady Lila
and other regions, can truly be described as a
powdered milk.
Mayoral de Hernández Colón greets New York state
Senator Olga Méndez, New York City Councilman
disaster area. "National media reports did
"We have a tradition of help-
Víctor Robles, and Philip Morris representative
not convey the extent of the damage and suf-
ing when disaster strikes," ex-
Frank Gómez.
48
HISPANICDecember 1989
What distinguishes
Morgan starts
with the investment
we make in you.
AtJ.P. Morgan, we look for individ-
auditing, financial management,
and succeed.
uals with potential. And if we find it
operations management, systems,
Attend our upcoming information
in you, we'll give you outstanding
and human resources.
session. Watch for the time and
training right from the start, as well
We offer several excellent training
location on campus. Or contact
as the opportunity to move through
programs that complement on-the-
Gloria Turner, Corporate Recruiting,
different positions.
job experience with exposure to
J.P. Morgan & Co. Incorporated,
Whatever your major-if you want
various facets of the firm. They
23 Wall Street, New York, NY
to apply your creative intellect to the
include: Morgan Finance Program,
10015. Please specify your area
financial services industry and have
Operations Management Program,
of interest.
the drive to succeed-you should
Systems Program, Audit Plus Pro-
explore Morgan's range of career
gram, and Masters in Accounting
opportunities.
Program. These programs introduce
With our 150-year legacy of lead-
you to the ethics, culture, and the
ership as a global financial firm, we
team-orientation that distinguish
Career
offer a wide variety of starting
our firm. They equip you with the
assignments in corporate finance,
essential business knowledge and
Opportunities
sales, trading, markets research,
technical skills required to perform
at Morgan
1989 J.P. Morgan & Co. Incorporated.
J.P. Morgan identifies the worldwide business and services of Morgan &
Co., Incorporated, Morgan Guaranty Trust Company, J.P. Morgan Securities
Inc., and other J.P. Morgan subsidiaries.
JPMorgan
COAST
TO
COAST
TEXAS
CADET CAMARADERIE
San Antonio-San Antonio's Saint Mary's
University is offering 97 of its students par-
ticipation in the Army Reserve Officers'
Training Corps (ROTC), and approximately
half of them are Hispanic. Guided by a pro-
fessor of military science, Lt. Col. Roberto
LEADERSHIP
Valle, several of these students will graduate
next spring and earn commissions in the U.S.
Army.
Cadet Enedinia "Dina" Guerrero is one.
Guerrero wants to serve with either the Sig-
nal Corps or Military Intelligence, and she
EXCELLENCE
received an Armed Forces Communications
and Electronics Scholarship last year. "She's
my computer expert -the one I go to when
I need help with the system," says Assistant
Professor Michael Staszak, an Army Major
who teaches military science at the univer-
sity.
Guerrero, born in Mexico, moved to the
ROTC cadets, left to right, Gilbert Hernández, Michelle Ochoa, Enedinia Guerrero, and
Efraín De La Fuente
United States a decade ago. "My grandfather
was an American citizen, and we came with
him. My whole family became citizens, and
the three Cadet Company Commanders at
be heard on a handful of radio stations in the
that was one of the motivations for me to join
Saint Mary's, perhaps sums up the career
Southwest. Today, the Spanish Information
the armed forces. The scholarship paved the
side best: "ROTC offers something that I
Service (SIS) reaches 75 percent of the U.S.
way."
don't see in other courses-the opportunity
Spanish-speaking population from New
Another student in the program is Gilbert
to be able to lead others, to organize, set
York to the Rio Grande Valley to Los Ange-
Hernández, who was awarded a full, four-
goals, to stand before an audience and try to
les.
year ROTC scholarship. Although a strong
influence that audience. To me, that's some-
"We're the largest Spanish-language
supporter of the program, he speaks realisti-
thing very special."
news service in the country," says José Luis
cally of the difficulties of being student and
The Army's ROTC program is currently
Madrigal, a former television reporter who
cadet at the same time: "You're constantly
available at 415 universities and colleges in
joined SIS as a correspondent ten years ago
juggling, juggling, juggling. It's really time
the United States mainland, Puerto Rico and
and is now news director and manager.
management, and you learn that here."
Guam. Some 2,800 Hispanics are among the
"Our expansion has been phenomenal.
What seems to interest many of these stu-
54,000 students enrolled.
We're in the top 29 radio markets," Madrigal
dents most about their future career in the
reports. The service expects to add another
Army is the opportunity to work with people
WOULDN'T IT BE SOMETHING?
major city, Chicago, to its roster soon.
from different cultural and geographical
Dallas - "Estas son noticias SIS." Ten years
SIS is one division of the Texas State Net-
backgrounds. They relish the chance to inter-
ago, this phrase introduced a five-minute
work, a regional news and agriculture radio
mingle with soldiers from other schools who
Spanish-language newscast that could only
service headquartered in Dallas that also
bring with them different life
broadcasts the Dallas Cowboys
styles and views of the world.
football games - in English
In addition to excelling aca-
and Spanish - to over 200 sta-
demically, cadets must be
tions in 13 states. SIS's parent,
physically fit. This means stre-
Command Communication, re-
nous physical training. One of
ported that Spanish-language
the most difficult routines sets
advertising accounted for $409
cadets to climbing the walls-
million in 1987 and was ex-
15-foot and 35-foot walls, in
pected to increase 25 percent
fact. In this exercise, there is en-
over the next five years.
couragment for cadets who
Madrigal attributed the
wonder if they can do it, praise
growth of SIS to several factors
for those who overcome their
within the Hispanic commu-
fears-and good-natured rib-
nity: population increase, pro-
bing for the overly confident
liferation of Spanish-language
who get humbled by the
format radio stations, adver-
heights. Such camaraderie, in-
tiser acceptance, and the desire
structors believe, is good train-
of the Hispanic community to
ing in leadership.
be kept informed. "Although
SIS Manager José Luis Madrigal
Efraín De La Fuente, one of
our news emphasis is on events
50
HISPANICDecembe 1989
NOW HEAR THIS!
Civilian Positions for Professionals and Graduates
THE NAVAL SYSTEMS COMMAND
HIRING
DISCIPLINES
COMMANDS
ENGINEERING
STRATEGIC SYSTEMS
MATHEMATICS
PROGRAM
COMPUTER SCIENCE
NAVAL AIR SYSTEMS
AND OTHER SCIENCES
NAVAL FACILITIES
ACCOUNTING
ENGINEERING
BUSINESS ADMINISTRATION
NAVAL SEA SYSTEMS
CONTRACT ADMINISTRATION
SPACE AND NAVAL
WARFARE
SOFTWARE/PROGRAMMING
NAVAL SUPPLY
GENERAL MANAGEMENT
SYSTEMS
CRYSTAL CITY, ARLINGTON, VA
BENEFITS
NAVY CIVILIAN EMPLOYEES RECEIVE
GOOD SALARIES! PAID VACATION
AND SICK LEAVE, PAID HOLIDAYS,
LIFE AND HEALTH INSURANCE,
LIBERAL RETIREMENT PLAN
REIMBURSEMENT FOR:
JOB RELATED STUDIES
OFFICIAL TRAVEL
copo
TRAINING, SYMPOSIA
CONSOLIDATED CIVILIAN PERSONNEL OFFICE
ADVANCED STUDIES
CRYSTAL CITY
COMMANDS ALSO PROMOTE:
DEPARTMENT OF THE NAVY
SPORTS, HOBBIES AND
CONSOLIDATED CIVILIAN PERSONNEL OFFICE,
ENTERTAINMENT FOR STAFF
CRYSTAL CITY RECRUITMENT (CCPO-42-H)
AND FAMILIES
WASHINGTON, DC 20376-5006
CRYSTAL CITY.ARLINGTON.VA
COAST
TO
COAST
in the United States," Madrigal said, "our au-
that what's news is news, whether in English
dience demands that we have correspon-
or Spanish, but admits certain topics, such as
talk show, à la Larry King, "where the His-
dents in Latin America along with the rest of
immigration and police relations, hold a
panic community can talk about whaťs
the world."
greater interest in the Hispanic community.
going on in our society. Sometimes I feel like
SIS occasionally works with their English
"As far as I know, we were the only news
a pioneer," Madrigal said. "This isn't just a
language counterparts at the Texas State
service to have call-in shows with INS offi-
business that's trying to expand into new
Network (TSN), especially during spot news
cials and attorneys available to explain the
markets. I feel we're slowly but surely
in Mexico or Central America. "The first
changes in the immigration law during the
linking the Hispanic community together
reports of the Mexico City and San Salvador
amnesty program," Madrigal said. "And we
throughout the United States. Wouldn't it be
earthquake came across the wire in Spanish,"
were the only one to broadcast President
something if a Spanish speaker in Miami
Madrigal said. "We quickly translated them
Bush's inauguration live in Spanish."
could talk to a Spanish speaker in Los Ange-
to English so TSN could broadcast it to its au-
SIS is just beginning to scratch the surface
les about a mutual problem or concern?
dience."
in terms of programming, Madrigal said. His
Wouldn't that be something?"
As editorial director, Madrigal contends
dream is to start a coast-to-coast live call-in
Mickey Torres
WASHINGTON, D.C.
THE GALA SPIRIT
are too controver-
Washington, D.C.-U.S. Hispanic theater
sial. And unlike
grew out of a revolutionary spirit. The first
New York's Cuban
ensembles in California voiced concerns of
Repertorio Es-
striking farm workers during the 1960s. In
pañol, GALA's ac-
New York, troupes emerged from grass-
tors, scripts, and
roots organizations that saw theater as a way
audiences repre-
of articulating social concerns.
sent not one nation-
Today, Washington's GALA Hispanic
ality but what
Theater, founded in 1976 by Argentine actor,
Medrano terms a
director, and lifetime "hombre del teatro"
kaleidoscope of
Hugo Medrano, is gearing up for the 1990s.
diverse Hispanic
According to Medrano, GALA has managed
groups.
to keep a grip on its convictions while con-
For Medrano the
tinuing to attract the numbers needed for the
lovely image has its
theater's survival. Each year GALA mounts
darker side.
In
three productions: a "classical" piece along
Washington,
a
the lines of Lorca or Calderón de la Barca, a
town of transients,
A Gala production of The Bonds of Interest by Jacinto Benavente.
From left ot right, acresses Caitlin O'Neil, Constance Fowlkes,
contemporary work focusing on a social
the idea of an audi-
Jewell Robinson, and Joan Kasarda.
problem, and "something lighter."
ence for any institu-
But for GALA, "something lighter" is
tion aiming to serve a community is never
D.C.
never without its politics. Last season's entry
without a question mark. "Washington is
"Our purpose is to reach the community,
in this category was Chilean Marco Antonio
different from New York, where you have
not just to open the doors and let them in, but
de la Parra's farce, Las Secretas Obscenidades
well-defined groups. It's difficult to define
to educate people. don't think we have to
de Cada Día, an encounter between two per-
an approach to the community when there
compromise the political aspects of GALA.
verts who turn out to be Marx and Freud.
are so many differences in classes and expec-
We've emerged from a strong tradition. I
Their benignly paranoic/erotic banter esca-
tations-among international types,
guess you could say our audience is sophis-
lates into a critique of capitalism, as Marx de-
suburbanites, barrio people. There's a con-
ticated enough to get slapped in the face and
mands of Freud, "Why do you bother analyz-
stant turnover."
actually like it," says Medrano with a decep-
ing the dreams of the bourgeoisie?"
Whether or not the audience dilemma is
tive smile on his face.
This year GALA received a city award in
responsible for the long creases in the strik-
The Gala season opened in September
recognition of its artistic contributions. It also
ing Medrano's gaunt face, the issue is bound
with Luis Santeiro's Our Lady of the Tortilla; a
just returned from Costa Rica where it was
up with any response he offers to inquiries
second major production, Eloísa Lies Under an
one of two theater groups from the United
about his artistic principles. "When we first
Almond Tree, by Spanish playwright Jardiel
States invited to take part in the International
started out, we wanted to do what we
Poncela, will be presented in Spanish Febru-
Festival for Peace.
wanted to do. We were what you would call
ary 2-March 4; and Made in Lanús, by Argen-
Productions have also been invited to
artist-oriented. Now we're trying to change
tine writer Nelly Fernández, will be per-
perform at the Kennedy Center and the Jo-
along with our audience."
formed in Spanish April 6-May 6 and in
seph Papp Latin American Festival in New
GALA's biggest audience seems to center
English May 11-May 27. The season also in-
York City.
in a Spanish-speaking contingent from the
cludes staged readings, a repertory presenta-
GALA has always presented plays in both
World Bank and the Agency for Interna-
tion, and holiday celebrations. For addi-
English and Spanish, to offer a public forum
tional Development, regular supporters
tional information and reservations, you
for issues that are ordinarily thought the ex-
who happily settle into the theater's inti-
may call (202) 234-7174.
clusive concern of "this" or "that" group, or
mate space on the outskirts of downtown
Marion Jacobson
52
HISPANIC
December 1989
HELP
US MAKE
A DIFFERENCE.
Contribute
and make
Christmas better
for others
on
*
December 3,
1989
NAVIDAD
EN
KMEX-TV
EL
LOS ANGELES
BARRIO
Coors
HELP
US MAKE
A DIFFERENCE..
®
Navidad en el Barrio Telethon, December 3, 1989
Donations to P.O. Box 399, Montebello, CA 90640
(213) 725-1057
BUSINESS
INSURANCE:
PANCHI ALMENARA
The insurance indus-
your way up." Ro-
try is one business where
driguez explains, "In
Hispanics are achiev-
the past, the insurance
ing-in all areas. Insur-
industry as a whole has
ance companies offer op-
not paid proper atten-
portunities for a wide
tion to the Hispanic
range of careers: Ac-
population, and we
countants, sales repre-
need more representa-
sentatives, attorneys,
tion."
computer specialists, ac-
Claudio A. Sierra, a
tuaries, claim represen-
computer program-
tatives, underwriters,
mer/analyst for John
personnel workers, and
Hancock Financial
administrators
are
Services, is responsible
needed.
for computer systems
One trait most insur-
for management and
ance companies seem to
cost-accounting report-
share is diversity-di-
ing. He is currently
versity in their products
working on the installa-
and diversity in their
employees. Generally,
there are two types of in-
THINKING OF MAÑANA
tion of a major com-
puter-accounting sys-
tem to be completed by
surance companies,
1991. Sierra is also in-
those that deal directly
BY ANNA MARIA ARIAS
volved in creating bet-
with the consumers, and
ter communications
stock companies that sell through inde-
If you believe in yourself and give your-
between Hispanics and the insurance
pendent agency systems. Cigna Corpo-
self a chance to do well in the business,
industry. He is a member of John Han-
ration is an example of a stock company.
SO will the insurance corporations."
cock's Minority Advisory Committee,
Its assets exceed $55 billion, and it ranks
Rodríguez is responsible for the fi-
which the company established to de-
among the largest investor-owned in-
nancial performance of the Property and
velop and promote two-way communi-
surance organizations, both in the
Casualty Department in Reno. On a
cation between management and mi-
United States and around the world.
daily basis he establishes relationships
nority employees. Members also help
Another one of Cigna's assets is
with agencies that want to do business
achieve minority hiring goals, assist in
Amador Rodríguez, of Reno, Nevada.
with Cigna. He also manages a team of
the retention and promotion of minori-
Rodríguez is Marketing Vice President
four people that he proudly says "are ca-
ties, and promote the concept of valuing
of the Property and Casualty group of
pable of responding within hours-or
diversity.
Cigna Corporation in the Reno office.
sometimes minutes-to problems that
Allstate has a reputation for working
Rodríguez graduated from the Univer-
may arise on any given day."
directly with the consumer. The com-
sity of Laterano in Rome, with a Bache-
Rodríguez loves his job and believes
pany is developing ways to create an
lor of Arts in philosophy and theology.
the insurance industry is a service to the
awareness in the Hispanic community
Knowing nothing about the insurance
country. Rodríguez advises others
of the careers, opportunities, and prod-
business, he started his career at The
interested in the business to "apply,
ucts they have to offer. Vilma Colóm,
Travelers Group, where he received
even if you know very little about [it] but
former Hispanic Affairs Manager at the
valuable training. Rodríguez notes, "A
want to learn. Start anywhere in the
Allstate corporate headquarters in Illi-
degree is not necessary, but it's helpful.
business; learn all you can, and work
nois, says Allstate goes beyond the call
54
HISPANICDecember 1989
¿Qué será de él
dentro de 20 años?
Siadivinar el futuro fuese tan simple como consultar una bola de cristal, seri
muy fácil planificar nuestro futuro y el de nuestros seres queridos. Sin abar
la realidad es muy distinta.
Por eso Metropolitan Life le ofrece una gran variedad de planes de seguros.
para ayudarle a planificar y proteger el futuro económico de su familia.
Metropolitan Life es una de las compañías de seguro más antiguas y sólidas del
mundo. Por más de cien años hemos protegido el futuro de millones de familias
como la suya. En la actualidad, Metropolitan y sus compañías afiliadas tienen
más de $114 mil millones en activos bajo su administración. Más de 40 millones
de personas están aseguradas con nosotros.
Nuestro profesional grupo de representantes hispanos le ayudará a escoger el
plan más adecuado a sus necesidades y posibilidades.
Para más información llámenos.
1-800-638-6060
Cuando los suyos necesitan protección.
Metropolitan responde por usted.
Metropolitan Life
AND AFFILIATED COMPANIES
© Metropolitan Life Insurance Co., N.Y., N.Y., 1989
their problems in their communities."
not able to provide for themselves or
Colóm believes that cultural diversity
their families later in life. René Colina's
helps generate new ideas, formulas, and
job as General Manager for New York
perspectives.
Life is to oversee the sales operation in
In addition to career opportunities,
the Miami general office, which includes
the importance of insurance itself needs
making sure his representatives get con-
to be promoted in the underinsured His-
sumers the proper information needed
panic community, experts say. Isabel
to plan for the future. He has 75 sales
García, Assistant Marketing Director for
representatives, and 75 percent of them
Metropolitan Life's Hispanic Marketing
are Hispanic. Colina suggests anyone
Program, emphasizes, "Providing a
interested in working in the business or
health and medical plan is one of the
purchasing insurance should simply
most important things a firm can do."
call an insurance company. "The com-
She acknowledges that it represents a
pany will put you in touch with the
major financial outlay, "but it is the
proper person to assist you, " he ex-
benefit that employees and their fami-
plains. At New York Life, a sales repre-
lies probably appreciate
most; there are tax benefits
for the company as well."
Vilma M. Colóm
Zulma X. Barrios, His-
of duty by using what she calls a "hu-
panic Markets Director for
manistic approach"- employees are
Mutual of Omaha (and the
encouraged to participate in their com-
U.S. Hispanic Chamber of
munities.
Commerce Corporate
Allstate has also set up Hispanic work
Business Advocate of the
groups at the regional levels. Each task
Year), couldn't agree more
force consists of Hispanic representa-
with the importance of ob-
tives who meet and discuss issues that
taining insurance for secu-
affect the Hispanic community-prod-
rity. A native of El Savador,
ucts, recruitment, advertising, promo-
Barrios joined her com-
René Colina
tional opportunities, and day-to-day is-
pany in 1972. She holds
sues. Colóm explains, "Through our
many firsts, including the distinction of
sentative will talk with a caller on the
Hispanic Task Force, we get our em-
being the first woman general manager
phone, then set up an appointment to
ployees involved in the day-to-day
of a division office in the history of the
meet with him or her in person to dis-
problems in the neighborhoods where
company. This dynamic woman says
cuss solutions to insurance needs. If a
we do our business. We don't just want
she attributes her high energy level to
caller is interested in career information,
to sell policies; we don't just want to
her job. She is committed to helping His-
a general manager will explain oppor-
process claims; we want to be able to
panics realize the value of having insur-
tunities within the company. Either
service the needs of the community."
ance protection.
way, Colina explains, "We need to de-
Barrios got into the busi-
velop resources for tomorrow. Don't
ness because it was a way
only think of today, think of mañana."
H
to help herself and help
others at the same time.
She has traveled around
the country trying to un-
cover the reasons why so
few U.S. Hispanics carry
life and disability cover-
age.
"Financial security is the
way to the middle class and
above. Forget poverty!
Claudio A. Sierra
Hispanics must focus on
priorities," she said.
It was Colóm's job to maintain rela-
Accepting insurance money for the
tionships with Hispanic leaders across
loss of a family member can be a burden
the country. She says, "Many corpora-
to a Hispanic, Barrios notes. In many
tions give donations of $50, $60, $70
households it is viewed as blood money.
thousand, and you see them once a year
Barrios is sensitive to this, but reminds
at your national convention or national
us that life goes on, and it is very impo-
meeting. Allstate is different. I have an
rant to have life or disability coverage to
ongoing relationship with those indi-
ensure family security.
viduals, not just working on the conven-
With advances in medical technol-
Zulma X. Barrios
tions, but helping them solve some of
ogy, people today are living longer-yet
56
HISPANIC
December 1989
EMPHASIZE
STRENGTHS
MINIMIZE DISABILITIES
993-1400
CENTRAL ADMINISTRATION
At the South Bronx Mental Health Council this belief has been part of our "cornerstone
philosophy in addressing the inner city human problem. The proud traditions which
we celebrate during Hispanic Heritage Month are the same ones we draw upon,
within ourselves, to provide the care and understanding that our inner city Hispanic
community expects.
De nuestra familia a su familia: Saludos!
Humberto L. Martinez, M.19.
Executive Director
SOUTH BRONX MENTAL HEALTH COUNCIL, INC.
COMMUNITY MENTAL HEALTH CENTER
CENTRAL ADMINISTRATION
MHC
781 EAST 142nd STREET
BRONX, NY 10454
(212) 993-1400
la MERIENDA
BILINGUAL BACKLASH:
Teachers and the American Federation
the San Francisco Federation of Teach-
SAN FRANCISCO RESPONDS
of Teachers, which have both gone on
ers and the San Francisco Classroom
The San Francisco local of the Ameri-
record in support of bilingual education.
Teachers Association, are now in the
can Federation of Teachers (AFT) has a
Our group believes that all students
process of merging to form the United
word for bilingual education: si.
must have the opportunity to acquire,
Educators of San Francisco, which will
It can only be supposed that the bi-
develop, and maintain proficiency in at
continue to support bilingual education
zarre and erroneous information about
least one other language in addition to
with even greater strength and effective-
us that appeared in the September 1989
English. In the case of students who al-
ness than either group has been able to
installment of "La Merienda" was ex-
ready have some background in another
muster separately.
tracted from campaign propaganda left
language, it makes most sense for them
over from the 1989 spring election in our
to build on that foundation. It is always
school district. Toward the end of that
desirable for these students to become
campaign time, the losing teacher or-
truly learned and cultured in the lan-
NEXT MONTH IN
ganization was casting desperately ab-
guage of their ancestors.
out for some issue to breathe life into its
It should also be pointed out that San
failing efforts and hit upon the gimmick
Francisco AFT members are not WASP
HISPANIC
of accusing us of taking a stand against
teachers in their dotage unwilling or
bilingual education.
unable to adjust to the changing demo-
The charge was false then and ludi-
The winning short story in
graphics of the local student population.
our New Voices contest is
crous now. The San Francisco Federa-
Instead, we treasure multilingualism
tion of Teachers is strongly in support
and multiculturalism-both in our
published.
of bilingual education. Our executive
membership and among the students in
board has adopted a very supportive
our classrooms.
A close look at the impact of
the 1990 census.
policy resolution on bilingual educa-
It is a pity that "La Merienda" got
tion and has introduced and champi-
caught up in the now- obsolete crossfire
oned similar positive resolutions at con-
The Hispanic 100: a salute to
of campaign rhetoric. The ultimate irony
ventions of the California Federation of
100 corporations that have
of the situation is that two historic rivals,
contributed positively to the
Hispanic community.
FELLOW AMERICANS- DRUGS ARE
THEY PROMISE INSTANT GRATIFICATION
A POISON IN OUR LAND
AND POSTPONE ALL RESPONSIBILITY
The Miami Grand Prix is
more than just a race.
And much more
NOVEMBER PUZZLE ANSWER
By Clyde James Aragón
UFANA
PAN
PAGO
VARAL
ANO
AZUL
AMADA
LIS
RALO
SARAMPION PARAR
WELL, I PRESENT you WITH A PLAN
WE'LL FIGURE OUT How To PAY
OIR OLA
To WIN THE WAR ON DRUGS
FOR IT LATER
REBUSCA SUJETO
UNAS ANA ZAPATO
NABAR ÍRA RICOS
ANODOS ASA CANA
ORADOR PICAROS
ALA ARO
SUDOR BERENJENA
UNAS
DAR
TISIS
MIGA
ODA
ARANA
ORAR
SAL
RASAR
58
HISPANIC December 1989
HISPANIC
The Perfect Gift
TO SUBSCRIBE
Send a gift subscription
CALL TOLL FREE
of HISPANIC to a friend
or relative. A gift card will
1-800-338-2590
be sent in time for Christmas.
Subscribe Today!
12 months for only $18 (25% Off).
NEW
YORKER
HISPANICCALENDAR
Compiled by Anna Maria Arias
ARTS
Northeastern Brazil, of offering
writer, statesman, and patriot,
many things about the culture of
votive objects (ex-votos) to holy
who campaigned for the inde-
their countries. They are our
figures or saints. The ex-votos,
pendence of Cùba and Puerto
world in miniature. Their cos-
FLORIDA
handcrafted wood and ceramic
Rico from Spanish rule. The exhi-
tumes represent traditional and
December 2-3
sculptural objects known as
bition will include photographs,
festival dress, and every-day
Christmas Arts & Crafts Fiesta
"miracles," are offered in grati-
documents, memorabilia, books,
work clothes. Some dolls are
The oldest city in Tampa will
tude for divine intervention. The
and personal effects of Hostos.
elaborately attired in silks and
hold a Christmas arts & crafts fi-
exhibition presents approxi-
Monday-Friday, 10 am-7 pm (ex-
lace with delicate porcelain faces;
esta where people from the com-
mately 120 twentieth century
cept holidays). Hostos Art Gal-
others, made for play, are often of
munity will exhibit and sell their
sculptures commissioned for use
lery, 500 Grand Concourse (cor-
simple materials such as corn
crafts. Although there will be di-
as votive offerings in the twenti-
ner of 149th Street) in the Bronx.
husks, dried grasses, wood, and
verse ethnic groups attending the
eth century, all outstanding ex-
Schools and community groups
clay. Dolls are sometimes used in
festivities, most of the artists live
amples of popular sculpture se-
should call (212) 960-1182 to ar-
rituals and often take on a sym-
in the community and are of His-
lected from the most important
range tours. Others can call (212)
bolic significance, such as the "St.
panic descent. There will be lots
collections of Brazilian folk art:
960-1111.
Catherine devils" from Mexico.
of fun, food, music, and entertain-
the Museu do Homem do
Tuesday-Sunday, 11 am-5 pm
ment. Bring family and friends to
Nordeste, Recife; the Museum de
ILLINOIS
free admission Saturday 10am-
1901 N. 13th St., Tampa. For in-
Folclore Edison Carnerio, of the
December 15-March 11
12pm. The San Francisco Craft &
formation call (813) 247-4825 or
Institute Nacional do Folclore;
The Mexican Fine Arts Center
Folk Art Museum, Landmark
247-4497.
and the Jacques van de Beuque
Museum will feature "Fifteen
Building A, Fort Mason, San
Collection, in Rio de Janeiro.
Contemporary Painters of Mex-
Francisco. (415) 775-0990.
TEXAS
Tuesday-Sunday, 12 pm-6 pm.
ico." This exhibit is the most
December 1-3
The Americas Society, 680 Park
comprehensive collection of con-
THEATER AND FILM
Hecho a Mano/Made By Hand
Ave., New York City. For further
temporary artists from Mexico
A Fine Arts/Fine Crafts Market
information, call (212) 249-8950.
ever to tour the United States. The
The Guadalupe Cultural Arts
exhibit will also bring together
WASHINGTON, D.C.
Center is presenting Hecho a
Through December
artists represented by many dif-
December 8
Mano/Made By Hand. More
Taller Alma Boricua:
ferent galleries and will present a
Secret Obscenities
than 80 artists and artisans are
Reflecting on Twenty Years of
broad view of the contemporary
GALA Theatre's most successful
participating, some of whom
the Puerto Rican Workshop,
art scene in Mexico. Tuesday-
and outrageously funny comedy
have never been shown in the
1969-1989
Sunday, 10 am-5 pm. The Mexi-
from last season is back. Secret
area before. Collectors and
The exhibition, presented in col-
can Fine Arts Center Museum,
Obscenities was first presented as
Christmas shoppers will have a
aboration with El Taller Boricua,
1852 W. 19th St., Chicago. (312)
an experimental production in
wide array of hand-made items
explores the development of this
738-1503.
which the playwright also
from which to choose, including
organization since its founding in
played one of the exhibitionists.
fiber arts, ceramics, jewelry,
1969 as a grass-roots arts organi-
The production created a stir, and
glass, basketry, folk art and hand-
zation. Over 70 works of art, in-
its success encouraged de la Parra
crafted toys. Saturday, 10 am-6
cluding paintings, prints, posters,
WASHINGTON, D.C.
to further develop the piece. In
pm and Sunday, 12 pm-6 The
sculpture, mixed media assem-
Through April 1
1987 the play received its first
show will be held in the gallery
blages, photographs, and videos
Portraits of
professional production in San-
and auditorium of the beautiful
are featured. The show also
Ethnic Americans at
tiago, Chile and ran for one year,
and historic Guadalupe Theater
ouches on the development of
The National Portrait Gallery
"winning best play" and "best
at 1301 Guadalupe St., San Anto-
Taller Boricua's political ideolo-
When German-born artist
actor of the year" awards. The
nio. A gala preview reception
gies as it interacted with groups
Winold Reiss came to the United
play has since been translated
will inaugurate Hecho A Mano.
such at the Guerrilla Art Move-
States in 1913, he was fascinated
into four languages, and several
Attendance at the preview recep-
ment, the Art Workers Coalition,
by the ethnic diversity he found.
new productions are slated this
tion is a must for those wishing to
the Real Great Society, and the
Over the next 40 years he pro-
year. A staged reading of Secret
have the broadest selection or
Young Lords. Wednesday-Sun-
duced more than 500 portraits
Obscenities in English provides
first choice of items for sale. The
day, 11am-5pm. El Museo del
that included a large collection of
an opportunity for English-
reception will be held on the first
Barrio, Fifth Avenue at 104th
Mexican Americans, African
speaking audiences to meet the
day, Dec. 1, Friday, at 7:30 pm.
Street, Manhattan. (212) 831-
Americans, Native Americans,
two wackiest characters in con-
Tickets for the gala are $15 per
7272.
and Asians Americans. Hours are
temporary Latin American thea-
person and $25 per couple. Re-
from 10 am-5:30 pm daily, except
ter and to "get in on the joke." It
ception location is The Guada-
Through January 11
December 25. The National Por-
begins at 8pm. Tickets are $5,
lupe Cultural Arts Center, 1300
Hostos: Maestro de América
trait Gallery is located at Eighth
with special discounts available
Guadalupe St., San Antonio. To
The Hostos Culture & Arts Pro-
and F Street, NW, Washington,
for groups of ten or more, stu-
receive an invitation or reserve
gram will present Hostos: Maestro
D.C. (202) 357-2700.
dents, and senior citizens. Tickets
tickets for the gala preview, call
de América, a multi-media instal-
can also be purchased at Ticket
(512) 271-3151.
lation focusing on the life of the
CALIFORNIA
Place. Free parking is available at
nineteenth-century Puerto Rican
ThroughDecember 31
GALA Theatre, 1624 Park Rd.
NEW YORK
patriot for whom Hostos Com-
Dolls as Mirrors of Culture:
NW, Washington, D.C. For more
Through December 31
munity College is named. Hos-
The Gregory Collection
information and reservations,
House of Miracles
los: Maestro de América is being
Over 150 dolls from the Mu-
call (202) 234-7174.
House of Miracles: Votive Sculp-
presented in observance of the
seum's permanent collection,
ture from Northeastern Brazil.
sesquicentennial (150th anniver-
representing more than 40 coun-
January 6
The exhibit focuses on the ancient
sary) of the birth of Eugenio
tries, will be on display during
Fiesta de los Reyes Magos
practice, continued today in
María de Hostos, educator,
the holiday season. Dolls tell us
GALITA Children's Theatre
60
HISPANIC December 1989
S
1989
HISPANIC SHORT
olces
STORY
CONTEST
SPONSORED BY
PHILIP MORRIS
COMPANIES INC.
Philip Morris Companies Inc. and HISPANIC
Magazine are proud to encourage developing
young writers by announcing the 1989 Hispanic
Short Story Contest.
All unpublished writers 18 years or older are
encouraged to submit a short work of fiction in
English dealing in some way with the U.S. His-
panic experience. An "unpublished" writer is one
whose work has not been published in a
national publication, with the exception of
literary magazines and school publications. Only
one short story per individual will be accepted.
All entries must be typed double-spaced, no
longer than 5000 words (approximately 20
pages), and must be postmarked no later than
December 10, 1989. Materials will not be
returned. Entries will be judged by a panel of
literary experts selected by HISPANIC. The
winner will be notified by December 31, 1989
and will receive a $1,000 honorarium. The
winning short story will be published in HIS-
PANIC.
To enter, please include your name, address,
telephone number and a list of publications your
work has appeared in (if any) together with your
entry to:
HISPANIC - New Voices
111 Massachusetts Ave., N.W., Suite 410
Washington, D.C. 20001
HISPANIC
THE MAGAZINE FOR AND ABOUT HISPANICS
HISPANICCALENDAR
presents Fiesta de los Reyes
Puerto Rican monastery gets a
day season. This multicultural
Holiday Horns
Magos-A pageant of the Three
fast big-city education in Padre
celebration is conceived and di-
Incredibly rich-that's how a
Kings. A holiday celebration in
Gómez y Santa Cecilia by Gloria
rected by Rubén Sierra, Artistic
well-played saxophone ensemble
the Hispanic tradition for the
González. When his superiors
Director, the Seattle Group The-
sounds. George Prado and the
entire family. Free parking is
threaten to punish him for what
atre. Shows Tuesday-Sunday.
Regency Jazz Band's seventhAn-
available at GALA Theatre, 1624
he has learned, he has a few
The program will be at the Inti-
nual Holiday Saxophones, a
Park Rd. NW, Washington, D.C.
things to teach them. When Fa-
man Play House at Seattle Center,
Christmas/New Year's holiday
For more information and reser-
ther Gómez is assigned to take
Seattle. For information on show
showcase for San Antonio's hot-
vations, call (202) 234-7174.
over St. Cecilia's parish in Man-
times and admission prices, call
test sax players, will delight the
hattan, he finds a dilapidated
(206) 543-4327.
audience with virtuoso saxo-
NEW YORK
church attended by almost no
phone solos, saxophone duos,
Through Secember 10
one, in a city he is utterly unpre-
MUSIC AND DANCE
trios, and quartets. Uplifting,
Melecotón en Almibar
pared for. But he finds a few
challenging-a jazz lover's nir-
The Thalia Spanish Theatre, win-
willing tutors-the aging
vana. Sunday, 8 pm. Tickets are
ner of the 1989 Encore Award of
Carmen Fuentes, who lords it
NEW YORK
$7 per person. The Guadalupe
the Arts and Business Council,
over the church as if it were her
Dec. 1 & 8
Cultural Arts Center, 1300
announces it is opening this fall
kitchen; a streetwise teen-ager
Flamenco!
Guadalupe Street, San Antonio.
with the comedy Melocotón en
named José, and Manolo, a num-
Andrea Del Conte and the Ameri-
Reservations are a must; call (512)
Almibar (Peaches in Syrup) by
bers runner who tricks him into
can Spanish Dance Theatre will
271-3151.
Miguel Mihura. In this fast-paced
changing his monk's robe for a
perform fast and furious fla-
farce by the master of Spanish
flashy white suit and going on a
menco and beautiful classic Span-
CALIFORNIA
comedy, Miguel Mihura, a gang
double date. But women and the
ish dance. Andrea Del Conte
Through February 8
of amateur bank robbers on the
high life don't really tempt Father
began her dance training in classi-
the Museum of Contemporary
lam from their first "job" find
Gómez; zeal is his weakness.
cal ballet at the age of four. A
Art Third Season of Radio Art
themselves holed up in their
Repertorio Español, 138 E. 27th
member of the Mercury Ballet
The Museum of Contemporary
hideout with a nun! Their prob-
St., New York City. For ticket in-
Company of the Eastman School
Art (MOCA) announces the third
lems begin when one of the rob-
formation and show times, call
of Music, she began dancing pro-
season of its popular radio pro-
bers becomes ill. Forced to seek
(212) 889-2850.
fessionally at the age of twelve.
gram, The Territory of Art, a se-
help, they send for a doctor, who
At the age of sixteen, she was dis-
ries of sixteen half-hour radio
promises to send a "nurse"-that
December 8-17
covered by Anton Dolin, who
works commissioned by MOCA.
is, a nun who comes perilously
Voices of Steel
saw her perform the "Chocolate
Disciplines of literature and thea-
close to blowing the robbers'
To date, there are more than 150
Variation" from Tchiakovsky's
ter have been restructred into a
cover! The robbers and the audi-
political activists connected to
Nutcracker. Curtain time is 8 pm.
radio format. An encore series, a
ence are kept guessing: Are the
movements on the left who are
Admission is $13, students and
compilation of 23 highlights from
good sister's questions as "inno-
currently serving sentences in
senior citizens pay $10, and there
Territory of Art I & II, includes
cent" as they seem? How does
federal prisons throughout the
are special rates available for
works which range from an in-
she manage to "accidentally"
United States. Alejandrina Tor-
groups of twenty or more. Thalia
side view of the artist's life in the
find things the robbers have hid-
res, for example, a Puerto Rican
Spanish Theatre, 41-17 Green-
city, to a radio movie depicting a
den in the apartment? Is she
independentista accused of sedi-
point Ave., Sunnyside. (718)
classic railway adventure, to an
psychic? Or just naive? Perform-
tious conspiracy, was sentenced
3880.
exploration of the creative world
ances are Saturdays at 8 pm and
to 35 years in the Lexington Con-
of children as they discuss their
Sundays at 4 pm. Admission is
trol Unit. Voices of Steel is a col-
December 9
own writing, painting, drama
$10 and $8 for students and senior
lective creation incorporating
Andanzas
and poetry. The host of the encore
citizens. Thalia Spanish Theatre,
movement, theater, poetry, and
The two Andanzas will present a
series is actor/poet Guillermo
Inc., 41-17 Greenpoint Avenue,
music that depicts the will to sur-
concert with folkloric music from
Gómez-Peña whose piece "Bor-
Sunnyside. (718) 729-3880.
vive in a world of uniformity. The
Central America, South America
der-X-Frontera" is included in
Pregones Theater did research
and the Caribbean. This group
The Territory of Art. The series
Through December 10
into the conditions of detainment
will use original folkloric instru-
can be heard locally on public
Windows
that Torres was subjected to,
ments such as guena, sampona,
radio station KCRW-FM (89.9)
Roberto Rodríguez Suarez' Las
which led them to create this
gaitas, ocaubam, flauta de arcilla,
Thursdays at 10 pm. Los Ange-
Ventanas (The Windows), di-
piece. Pregones Theater at St.
and Inca flutes. Their act will be
les. (213) 621-1748.
rected by Miriam Cruz, is a drama
Ann's, 295 Street Ann's Ave. &
followed by a Christmas party
about Puerto Rican migrants in
140th Street, Bronx. For show
with a variety of native foods
December 31
New York City. Las Ventanas
times and ticket information, call
from different Hispanic coun-
It's a New Years Eve Party!
features Norberto Kerner, Gilda
(212) 585-1202.
tries. The concert will take place
Bring in the new year with the hot
de Faisca, Alba Sánchez, Scilla
at 8 pm. Admission will be $12 for
sounds of Poncho Sánchez, Ti-
Zevallos, Carmen Maya, Rosa
WASHINGTON
the general public and $10 for
erra, and Bongo Logic. A full
Niño, and Larry Ramos. Per-
December 2-30
members, senior citizens, and
dinner menu, complimentary
formances are Saturdays at 8 pm,
Voices of Christmas
students. The price for both
champagne, and party favors, all
Sundays at 4 pm. The Institute of
The Seattle Group Theatre will
events, concert and reception,
in the elegant Centennial Ball-
Art Theater, 9 Second Avenue
present its ninth annual Voices of
will be $25 and $22. Rocklan
room at the Sheraton Hotel, Long
New York City. For ticket infor-
Christmas program, Our Holiday
Center for the Arts, 27 Greenbush
Beach Marina. Sunday, 6 pm-1:30
mation, call (212) 228-5913.
Gift to the Community. This
Rd., West Nyack. For more infor-
am. For those that prefer staying
Seattle favorite is a new show
mation, call (914) 358-0877.
overnight, instead of driving
December 8,9, & 29
every year, mixing songs, stories,
home after a night of partying,
Padre Gómez Y Santa Cecilia
poetry, and Christmas tidbits for
TEXAS
double-occupancy hotel rooms
An unwordly monk from a
a unique celebration of the holi-
December 17
are available for $80. The dead-
62
HISPANIC
December 1989
CALENDAR
line for room reservations is De-
ence. For more information con-
TEXAS
ate and graduate levels, to apply
cember 26. For ticket prices and
tact the National Association of
December 8 & 9
for the 1990 Mass Media Science
reservations contact Bernice Riós
Hispanic Journalists at (202) 783-
Hispanic Association of
and Engineering Fellows Pro-
at (213) 830-7202 or (213) 436-
6228. Washington, D.C.
Colleges and Universities
gram. Students majoring in Eng-
3000.
(HACU) seminar, Improving
lish, journalism, or other non-
CALIFORNIA
Transfer Programs for
technical fields are not eligible for
Deadline December 13
Hispanic Students
these fellowships. Fellows will
HISPANIC ORGANIZATIONS
Growing Strong:
This seminar will present critical
work as reporters, researchers,
Hispanics and the YMCA
issues related to the success of
production assistants, and script
The YMCA Hispanic Staff Schol-
Hispanic students in commu-
consultants for ten weeks during
WASHINGTON, D.C.
arship Program is designed to aid
nity/junior colleges. It will high-
the summer at newspapers, news
Deadline December 22
Hispanic staff members obtain
light practices that enhance that
magazines, and radio and televi-
The 1989 Futuro Awards
training experiences which will
success and that foster the trans-
sion stations across the country.
A competition for Writers of To-
contribute to their growth as
fer function of two-year colleges.
Fellows will have the opportu-
morrow sponsored by the Wash-
YMCA professional directors
A focus of the seminar is the es-
nity to participate in the news-
ington Post and the Hispanic
and increase their potential for
tablishment of links between
making process, to increase their
News Media Association of
upward mobility. Training
two- and four-year colleges. The
understanding of editorial deci-
Washington, D.C. High school
events for which grants are made
seminar should be of interest to
sion procedures, and to develop
students in the Washingon, D.C.,
must be job/career related and
any postsecondary institution
skill in conveying to the public a
area are invited to submit essays
may be offered within or outside
concerned with serving Hispanic
better understanding and appre-
in either English or Spanish on
the YMCA. Career Development
students better and in greater
ciation of science and technology.
the census: "Why Is It Important
program units are not eligible.
numbers. The registration fee for
AAAS pays a $350 weekly sti-
to be Counted?" Prizes totaling
Eligible training events must fall
the seminar is $215 for HACU
pend and travel expenses. Dead-
$1,900 will be awarded, and win-
within the calendar year 1990.
member institutions and $295 for
line for receipt of applications is
ning essays will be eligible to
$5,000 is available in 1990 for
nonmembers. Site of seminar is
February 2, 1990. For further in-
compete in a national contest
scholarship grants. The mini-
Embassy Suites Hotel Northwest,
formation and applications,
sponsored by the National Asso-
mum grant will be $100 and the
San Antonio. To register, and for
write: Susan L. Sauer, Manager,
ciation of Hispanic Journalists.
maximum $1,000. All applicants
more information, call (512) 433-
Mass Media Science and Engi-
Winners will be notified on or
will be notified in writing by the
1501.
neering Fellows Program AAAS,
before February 9. For more in-
scholarship committee no later
1333 H St., NW, Washington,
formation and an entry form
than January 17, 1990. Applica-
PUERTO RICO
D.C. 20005 or call (202) 326-6600.
write to: The 1989 Futuro
tions should be submitted to
February 10
Awards: A Competition for Writ-
YMCA Hispanic Staff Scholar-
National Society of Hispanic
NEW YORK
ers of Tomorrow, Hispanic News
ship Program, 7510 Clairemont
MBA's: Destination
Dec. 9, 16 &23
Media Association, 1420 N. St.
Mesa Blvd., Suite 204, San Diego,
The National Society of Hispanic
Cuatro and Poetry
NW, Washington, D.C., 20005 or
CA 92111, or call (619) 292-4034.
MBA's (NSHMBA), a new net-
call (202) 783-6228. For informa-
working organization estab-
La Casa de la Herencia Cultural
tion regarding writing contests in
lished to address business issues
Puertorriquena is presenting a
other cities, contact Ana Marie
NEW MEXICO
from a Hispanic perspective, has
series of workshops on cuatro
Paleologos at (202) 783-6228.
Deadline December 15
been formed and is working in
playing, with Enrique "Quique"
Fellowships
conjunction with the Graduate
Ayala; and on poetry, with Jan
Deadline February 12
The Southwest Hispanic Re-
Managment Administration
Martínez. Workshop times are
National High School
search Institute at the University
Council (GMAC) to hold work-
10am-12pm. Call for further in-
Writing Contest
of New Mexico announces the
shops to familiarize Hispanics
formation: Casa de la Herencia
The National Association of His-
availability of two humanities
with MBA programs across the
Cultural Puertorriqueña, 1 East
panic Journalists is sponsoring
residency fellowships for the
country. On Saturday, a program
104th St., New York City (212)
this national contest. Any inter-
1990-91 academic year. The fel-
called "Destination" will be held
722-2600.
ested high school student may
lowships are made possible by a
at the Radisson Normandie on
participate. There will be one
grant from the Rockefeller Foun-
Muñoz Rivera Avenue, in San
Through December
national winner selected in each
dation and provide for a $30,000
Juan. For details call (809) 758-
Figure Drawing Workshops
of the following categories of the
stipend plus $3,000 toward relo-
8000, ext. 2216 or for information
Bilingual figure drawing work-
competition: a) English essay, b)
cation costs and other benefits.
regarding NSHMBA, call (818)
shops for artists and arts profes-
Spanish essay, c) English pub-
Interested scholars are invited to
712-2496.
sionals. Instruction for young
lished article, and, d) Spanish
submit research proposals on is-
adults. Wednesdays or Thurs-
published article. Published ar-
sues critical to an experience in
days, 6:30-9:30pm. $35 per
ticles may be written on any topic,
the context of the changing
OTHER EVENTS
month. Chelsea studio in New
but all essays must be written on
Southwest. Eligibility criteria
York City. For further informa-
the following topic: "Why is it
include an awarded doctorate in
tion contact L'Atelier Robert
important to be counted in the
the humanities or related social
WASHINGTON, D.C.
Coane (212) 741-0512.
census?" Deadline for entries is
sciences and ability to devote full
Deadline February 2
Monday, February 12, 1990.
time to a research project during
Be A Science Journalist
December 4
Winners will be announced dur-
the residency period. For pro-
for a Summer
Teoría y Tecnica del Teatro
ing the NAHJ 1990 Conference to
posal guidelines, write to South-
The American Association for the
The Institute of Art Theatre Inter-
be held in San Francisco, April 11-
west Hispanic Research Institute,
Advancement of Science (AAAS)
national (IATI) presents a four-
14, and will receive sponsorship
University of New Mexico, Al-
invites Hispanic students in the
teen-week workshop in Spanish
to the 1990 Washington, D.C.
buquerque, NM 87131 or call
natural and social sciences and
on theater theory and techniques,
High School Journalism Confer-
(505) 277-2965.
engineering, at the undergradu-
led by Alcala and David Zuniga.
HISPANIC.December 1989
63
HISPANICCALENDAR
Last workshop is Tuesday, 6:30-
amounts are $11,520 or $16,640,
$20,000 and $40,000, depending
(602) 271-81-35.
9:30pm, IATI, 9 Second Ave.,
and run from nine to twelve
upon which member university
NEW JERSEY
New York City. For more infor-
months. All internships begin
the fellow decides to attend. In-
Deadline January 15
mation, call (212) 228-5913.
October 1, 1990. For application
formation and application mate-
Rutgers Minority Scholarships
and guidelines, call: Department
rials may be obtained fromthe
The James Dickson Carr Scholar-
of Education and Academic Af-
GEM Center, Notre Dame, by
ship is currently the largest schol-
fairs, The J. Paul Getty Museum,
calling (219) 287-1097.
arship program for minority stu-
Deadline December 31
Santa Monica, (213) 459-7611,
dents at public four-year institu-
American Poetry Association
ext. 254.
ARIZONA
tions in the nation. Awards go to
Competition International
November 30-December 2
outstanding Black and Puerto
poetry competition.
INDIANA
Newspaper Job Fairs for
Rican students who are selected
Over $11,000 in prizes will be
Deadline December 1
Minority Journalists
on the basis of academic promise
awarded to 152 winners. The
1990 Fellowship Competition
Twelve newspaper job fairs have
as demonstrated in high school
grand prize is $1,000, and the first
The National Consortium for
been scheduled to give minority
work, SAT or ACT scores, and ac-
prize is $500. Send six poems,
Graduate Degrees for Minorities
college students and young pro-
tivities in school and community.
each no more than twenty lines, in
in Engineering Inc. (GEM) is ac-
fessionals interested in newspa-
In addition to the $20,000 award
English only, name and address
cepting applications for its 1990
per careers an opportunity to in-
offered to each student ($5,000 a
on each page, to American Poetry
Master's Degree Fellowship
terview with recruiters from
year for four years, or five years if
Association, Dept. CT-79, 250-A
Competition, which will provide
across the country. The job fairs
the student is enrolled in a five-
Potrero St., P.O. Box 1803, Santa
150 awards to minority students
are sponsored by the American
year program), Carr Scholars are
Cruz, CA 95061.
in engineering. The program's
Society of Newspaper Editors
guaranteed on-campus housing
goal is to increase.the pool of mi-
(ASNE), The Task Force on Mi-
at Rutgers. For more informa-
Deadline December 11
nority students who receive mas-
norities in the Newspaper Busi-
tion, call (201) 932-3770.
J. Paul Getty Museum
ter's degrees annually in engi-
ness, the American Newspaper
Internships
neering. Persons applying for the
Publishers Association (ANPA),
The J. Paul Getty Museum has
program must be American In-
and host news organizations.
HISPANIC welcoms submissions
announced its 1990-91 program
dian, Black American, Mexican
Since their creation more than
regarding Hispanic organizations
of internships for graduate stu-
American, or Puerto Rican, and
five years ago, these job fairs have
and upcoming events. Submit to
dents. Internships are offered at
must be citizens of the United
helped many minority job seek-
Hispanic Calendar Editor eight
the museum in curatorial and
States at the time of application.
ers. This month the job fair will be
weeks in advance to ensure publica-
tion. All submissions should include
conservation departments as
Each fellowship pays tuition,
at the Double Tree Suite, Phoenix
daytime phone numbers and contact
well as in the areas of education
fees, and a stipend of $6,000 per
Gateway Center, 320 N. 44th St.,
person. Send to 111 Mass. Ave.,
and public affairs, and admini-
graduate academic year. The to-
Phoenix. For information on at-
NW, Suite 410, Washington, D.C.
stration and operations. Grant
tal value of the award is between
tending and admission cost, call
20001.
BILINGUAL CRUCIGRAMA
Clues in English - Puzzle in Spanish
By Clyde James Aragón
2
3
4
ACROSS
DOWN
1. Mention
1. Customs
5
6
7
8
3. Word
2. To Navigate
5. Sea
9
3. Parsley
7. Net
4. Poppy
10
11
9. Axle
5. More
10. Without
6. Rum
11. Wave
7. Guilty
12
13
14
15
12. To Separate
8. Day
14. Alms
13. Wing
16. Dynamos
15. Ode
16
17
18
19
18. Tyranny
16. Peach
20. Uncle
17. System
22. Through
18. Technique
24. So
19. Menace
20
21
22
23
25. South
20. Cough
24
26. Gold
21. To Hear
27. Office
22. Pious
25
26
28. Joy
23. River
27
28
NOVEMBER ANSWERS ON PAGE 58
64
HISPANICDecember 1989
HISPANIC
THE MAGAZINE FOR AND ABOUT HISPANICS
presents the
Budweiser
NATIONAL HISPANIC SCHOLARSHIP FUND
GOLF AND TENNIS TOURNAMENT
Monday, December 11, 1989
SO
Porter Valley Country Club
Budweiser
BUD
LIGHT.
19216 Singing Hills Drive
NHSF
SAN FERNANDO ASSOCIATION
Northridge, California 91326
NATIONAL
HISPANIC
SCHOLARSHIP
FUND
- GOLF ENTRY FORM -
Tournament Information: (805) 253-9962 / (818) 716-7815
In case of inclement weather, Tournament will be rescheduled. No Refunds.
Entry Fee: $140.00 (shotgun start)
Fee Includes: Continental breakfast, 18 holes of golf, golf cart, locker room, trophies, raffle
tickets, prime rib buffet, refreshments, tee prizes, and closest to pin contest.
NAME:
Handicap
ADDRESS:
CITY
ZIP
COMPANY/AFFILIATION
PHONE #(Day)
Foursome includes:
handicap
handicap
handicap
Enclosed is a check for $
Buffet only ($25 ea.)
*Check-in time: 8:00 a.m.
*Shotgun Start: 9:30 a.m.
*Buffet/Awards: 2:30-5:00 p.m.
- TENNIS ENTRY FORM -
Entry Fee: $90.00 Round Robin doubles by Division (No Ad Scoring)
Fee Includes: Continental breakfast, 4 hours of tennis, game balls, locker room, prime rib buffet,
refreshments, court prizes, raffle tickets, trophies and more.
NAME:
Division (A)
(C)
Novice
ADDRESS:
CITY
ZIP
COMPANY/AFFILIATION:
PHONE #(Day)
DOUBLES PARTNER:
PHONE (Day)
Enclosed is a check for $
Buffet only ($25 ea.)
*Check-in time: 9:00 a.m.
*Play begins: 10:30 a.m.
*Buffet/Awards: 2:30-5:00 p.m.
Players without partners will be matched accordingly.
Founded in 1975, National Hispanic Scholarship Fund is the leading Hispanic scholarship organiza-
tion in the country. Based in San Francisco, NHSF is dedicated to providing financial assistance to
undergraduate and graduate students of Hispanic-American descent. Since 1975, over 9,000 students
have been awarded scholarships. In 1988 alone, there were 1,982 recipients of NHSF scholarships,
which included 588 California students.
"HELP KEEP A GREAT THING GOING"
MAIL TAX DEDUCTIBLE ENTRY TO:
MAGA/NHSF Tournament
Make check payable to MAGA/NHSF
24375 San Fernando Road
TOYOTA
- Proceeds to benefit NHSF -
Newhall, California 91321
FORUM
TIME TO REFLECT
D
ecember is generally marked by
By María Elena Alvarez Sharpe
As professional, affluent, and edu-
tremendous anxiety as we try to
cated as we may get, it is important to
keep the pressures of Christmas
Miguel Sayago
remember that sharing is a very strong
to a minimum and maintain a focus on
I Need
element of our heritage. And one that we
what Christmas is all about-sharing
decent
should value.
and giving.
afordable
Through the aguinaldo, or the taking
It started with Mary and Joseph and
housing
of clothes, food, and money to our
the birth of Jesus Christ. But since that
for me
churches, we can help. But it cannot stop
time the way this historic event is cele-
there. We must demand that our politi-
brated has changed dramatically.
cians, whom we elect, find ways to pro-
The race to buy, buy, buy is not made
vide people with affordable housing.
any easier when department stores start
A solution was found to bail out the
putting out the Christmas glitz in early
interests of the savings and loan indus-
October. This is not intrinsically bad,
try; a solution can also be found for the
but it shrouds the importance of the
homeless. The minimum wage must be
season.
re-examined, along with the cost of
In the spirit of Christmas, we should
housing and the impact of de-institu-
all take an honest look at the conditions
tionalizing the mentally ill. As part of
of the homeless in this country, and join
Masters of Social Work programs at uni-
others in finding a solution.
versities, students and graduates
Hundreds of thousands of people
should be required to participate in pro
across the United States are living on the
bono services to community homes and
streets and in shelters, with estimates
Children at Housing Now! march.
shelters.
that nearly 750,000 of these people are
tary defense needs.
Mary and Joseph found a place to lay
children. Hispanics and other minori-
If the United States is considered such
their heads, and Christ was born. It is
ties are overwhelmingly represented.
a world power, why can't it house its
time for everyone to get involved in
We all know this; we hear it on the
citizens? Why are employed workers,
finding ways to get people out of shel-
nightly news and read it in our newspa-
earning the national minimum wage,
ters and into appropriate homes. We live
pers. But has the impact this condition
forced to live in shelters, cardboard
in the richest country in the world. The
will have on our future hit home?
shacks, broken-down vehicles, and
population as a whole must demand in
In October nearly 250,000 people,
under bridges?
one voice that every man, woman, and
most of whom were not homeless but
The United States is not the only
child have a home first and military pro-
care about those who are, descended on
"super power" suffering from this con-
tection second. H
Washington, D.C., in the Housing Now!
dition. The Soviet Union has had similar
march. The marchers were demanding a
problems for twice as long as the United
Maria Elena Alvarez Sharpe is the Man-
re-examination of national priorities,
States, and its citizens are also demand-
aging Editor at HISPANIC.
emphasizing human needs before mili-
ing change.
"WHAT CAN DO?"
by Carolyn Cosmos
The problems of the homeless can seem
ers you can help:
food initiative. "It's easy to fix up a building;
to be overwhelming. What can you, one
The Sursum Corda Tenants Association,
we try to get at the root causes" of poverty and
person, do about them?
in Washington, D.C., initially started by one
homelessness," says Jubilee's Beatrice
Write to Congress. Tell your senator and
renter, Christine Nicholson, got needed re-
Trapasso. For more information, call Sister
your representative it's time to reorder na-
pairs for I99 townhomes through a court-sup-
Joanna Bramble at (415) 839-6776.
tional priorities.
ported rent strike-and is now negotiating to
Restoc Inc. in Cincinnati, Ohio, uses cash
Donate time-even an hour a week-to
buy all 199 from the developer for $1.00. For
donations from churches, federal money,
your local soup kitchen or shelter.
more information, call Sursum Corda at (202)
donated materials, and volunteer labor to
Be a mentor. Connect one homeless
289-8733.
remodel abandoned buildings and turn them
person or family with public services, job
Jubilee West, in Oakland, California, uses
into rental units. The group subsidizes the
training, or medical care.
government money, foundation grants, and
rents, and is working to create 250 units. For
Support your local non-profit housing
private donations to buy houses, fix them up,
more information, write to Bob Egbert, 114
developers with time or money-or work to
and rent to the poor. It has 47 units and offers
W. 14th St., Cincinnati, OH 45210.
establish a group in your community. Here
support to the people in them, including job
Carolyn Cosmos is Assistant Editor at
are some models you can use and develop-
placement, a youth program, and a work-for-
HISPANIC.
66
HISPANIC
December 1989
THE STYLE IS COUGAR. THE QUALITY IS MERCURY.
Experience the excitement of driving the 1990
pendent suspension. The sleek look of its aero-
Mercury Cougar LS.
dynamic design. And the comfort of its plush
Feel the power of its 3.8 litre V-6 engine. The
interior with an option like a Ford JBL Audio Sys-
responsiveness of speed-sensitive power steer-
tem and compact disc player with JBL speakers.
ing, as it decreases the level of power assist for
Nothing feels quite like being behind the
good road feel at highway speeds and increases
wheel of the 1990 Mercury Cougar LS. But don't
its power assist for low speed maneuvers like
just take our word for it. Experience it for
parking. Feel the smooth ride of four wheel inde-
yourself.
MERCURY
Ford
MERSURY
LINCOLN
Quality is Job1.SM
COUGAR
Buckle up-together we can save lives.
LINCOL MERCURY DIVISION Ford
FILTER CIGARETTES
Marlboro
20 CLASS CIGARETTES
© Philip Morris Inc. 1989
SURGEON GENERAL'S WARNING: Cigarette
Smoke Contains Carbon Monoxide.
17 mg "tar," 1.1 mg nicotine av. per cigarette by FTC method.
DECEMBER 1989
$2.00
HispanicBUSINESS
®
MEDIA
Broadcast Media
are the Guiding
deal
Stars in the
Hispanic
F
T
H
E
YEAR
Tichenor Media pulls off the deal of the year. Headed for Miami are (from left) Senior Vice President
Universe.
David Lykes, President McHenry Tichenor, Jr., and Vice President Ricardo Alvarez del Castillo.
DC 20500
WASHINGTON
OFF OF COMMUNICATIONS
8030 128 OHM
WHITE HOUSE OFFICE
06NNC SH 21
#
03062
205 11910-1
Hispanic Market Issue
"Cars as good as the Ford Taurus
roll forth but once per generation."
-Car and Driver
It's not often that a car receives this kind
Transferable 6/60 powertrain warranty.
of praise. Then again, it's not often that a car
Covers you and future owners on major
like Ford Taurus comes along. And over the
powertrain components for 6 years/60,000
years, its superb performance and innovative
miles. Ask to see a copy of this limited war-
design have made it a resounding success
ranty at your Ford Dealer.
with car buyers and critics alike. As Car and
Driver put it: "This car, an established best-
Best-built American cars.
seller in the marketplace, established itself
The best-built American cars are built
as first in the hearts of [our] staff....' (Which
by Ford. This is based on an average of
may explain why Taurus has spent the
consumer-reported problems in a series of
last four years on Car and Driver's
surveys of all Ford and competitive '81-'89
"Ten Best" list.)
models designed and built in North America.
But you can rest assured that we're not
At Ford, "Quality is Job 1."
resting on our laurels. In fact, Taurus now of-
1990 Taurus comes equipped with a driver
fers advanced features like optional anti-lock
air bag supplemental restraint system.
brakes-proof that this design leader is dedi-
cated to staying a leader. Ford Taurus. The
next car of its kind may be a generation away.
Ford Taurus
Buckle up-together we can save lives.
Have you driven a Ford
lately?
Ford
WE ARE FIRST IN
SPANISH RADIO
BECAUSE
WE WERE
THE FIRST IN
SPANISH RADIO.
Experience. That's what going with an
Today, our commitment to Spanish radio is
industry leader is all about.
clear. It's the only medium we represent.
At Caballero Spanish Media, we've been in
Besides offering you the best merchandising
this market longer than anyone else. Long
and promotion opportunities in the market,
before most people recognized it's potential.
Caballero Spanish Media offers you a direct
Our clients will tell you from experience
link to the Hispanic culture.
that nothing reaches and sells the Hispanic
After all, we are also first in Spanish radio
market like Spanish radio.
because Spanish is our first language.
CABALLERO SPANISH MEDIA
261 Madison Avenue, New York, NY 10016 (212) 697-4120
ATLANTA
(404) 262-1200
DALLAS
(214) 631-7051
LOS ANGELES
(213) 450-5656
BOSTON
(617) 964-4410
DETROIT
(313) 445-0491
NEWPORT BEACH - (714) 261-5757
CHICAGO
(312) 443-0101
KANSAS CITY
(816) 471-5502
SAN FRANCISCO - (415) 291-9004
HispanicBUSINESS
The magazine for growth companies and ladder-oriented professionals
December 1989
Volume 11, Number 12
Cover Story
24
Media Deal of the Year Tichenor Media and Radio WADO link up.
Consumer
Expo
Showcase
10
Wheels & Deals
Se Habla Español '89 Attendance up at Hispanic marketing trade show.
46
Luxury car market
Marketing
heats up.
32
Accounts, Billings, and Top Dogs Surveying changes at ad agencies.
Departments
24
16
Direct Line
McHenry Tichenor of
The Hispanic Market's Leading Indicators P&G is leading advertiser.
4
Tichenor Media puts
three more Spanish
Publisher's page.
stations under his belt.
Media
Mail Bag
38
6
Item: Networks Invest in Nielsen Ratings Waiting for the dough.
Readers' reactions.
Income
View Point
52
8
Freeway Fallacy.
Hispanic Purchasing Power Keeps Growing Fast Tops $142 billion.
Media Marketing
Trends
54
50
The Martians did it.
38
Advertising Expenditures Ad growth slows to 6 percent.
Univision Network's
Joaquin Blaya wants
Cover
Press
balanced programming.
Photo by Lynn Parks.
42
This month's cover
design by Buffalo
Betting on Print The wagers favor hard copy.
Brothers Studios West.
V
VERIFIED
AUDIT CIRCULATION
2
HISPANIC BUSINESS DECEMBER 1989
Give and ye shall receive $20.
62mm
34mm
Kodacolor
Kodak
Gold 200
series
AUTOFOCUS
Open tirat
From Kodak to you-a $20 rebate, with proof of purchase, when
you buy a Kodak S series camera, S900 tele.
It switches from normal to telephoto lens at the touch of a button,
has a powerful automatic flash, is easy to load, and automatically
adjusts to most film speeds. Give an S900 and get 20 happy returns.
KODAK 35 mm cameras. For the best pictures of your life.
This offer is valid on Kodak S900 cameras purchased by January 31, 1990.
Kodak
© Eastman Kodak Company, 1989
DIRECT LINE
Group, Inc. This purchase by Madrid-
HispanicBUSINESS
based Grupo Anaya completes a
EDITOR AND PUBLISHER
publishing and distribution network that
Jesus Chavarria
covers every Latin American country, the
United States, and Spain.
ASSOCIATE PUBLISHER
Bonnie Chavarria
And consider the biggest media deal
of the year-Tichenor Media System's
SENIOR EDITOR
joint venture with Radio WADO to buy
Janet Glasheen
ASSOCIATE EDITORS
Miami's la cubanisma WQBA-AM/FM
Sharon R. Everitt, Rick Mendosa
for $32.7 million. And finally, consider
EDITORIAL/RESEARCH ASSOC.
the many recent ownership changes in
Joseph Wells
our Hispanic ad agencies, and the Tele-
CONTRIBUTING EDITORS
mundo/Univision joint investment of
Art Garcia, Mark Nelson San Francisco,
$18 million to gain A.C. Nielsen ratings
Dory Owens, George Volsky Miami, Steve Bergsman
Phoenix, Richard Parker Washington
for the Hispanic television market. All of
Joel Russell Santa Barbara
these activities are the reverberations of
ART DIRECTOR
This is how they think-the media
expected ad spending growth.
Buffalo Bros. Studios West
deal makers. First get investors for your
But where are the advertisers now?
media venture, they say-the advertis-
They're not moving. Only one major
CIRCULATION DIRECTORS
ing dollars will come later. They had
advertiser continues to increase its
Seymour S. Zogott, Mary C. Zogott
CIRCULATION ADMINISTRATOR
better be right.
advertising presence in the Hispanic
Donald Wortman
Our survey of the U.S. Hispanic
market-Procter & Gamble. P&G is
ADVERTISING
market shows that investors continue to
known worldwide for its shrewdness in
Main Office:
pour capital into Hispanic media-from
marketing and selling its products, and
Arthur N. Markos, Nat'l Sales Mgr.
$70 to $100 million in 1989 just for the
for its frugality in making social invest-
Walter Clarke, Account Exec.
Karen Dunn, Account Exec.
big headline deals-even though ad
ments in the markets it exploits. P&G's
Richard Hall, Account Exec.
spending was virtually stagnant at a
$30 million investment in 1989 ensured
Suzanna Sanchez, Account Exec.
it an iron grip on the number one
Dolores R. Lamas, Advertising Admin.
weak 6 percent growth rate.
360 S. Hope Ave., Ste. 300C
The deal makers say the normal
position among the Top 50 Hispanic
Santa Barbara, CA 93105
market dynamic is for media invest-
Market Advertisers.
(805) 682-5843
New York Sales Office:
ments to head north before ad dollars.
And, while Philip Morris Cos.
(212) 688-0052
We think they are right-but from a
decreased its presence in the market by
Detroit Sales Office:
long term perspective-and not because
more than $4 million, RJR Nabisco-lev-
Dynamedia Inc., Joe Lenz, Mgr.
640 North Woodward Ave., Ste. 102
of the near term "market data" being
eraged to the hilt-dropped off the Top
Birmingham, MI 48009, (313) 647-7447
touted by general market voices like
50 altogether.
Florida Sales Office
Time, Newsweek, and U.S. News & World
Despite the foot dragging in ad
Charney/Palacios & Co.
300 Aragon Ave., Ste. 260
Report. These media continue to banner
spending, all those media investors are
Coral Gables, FL 33134 (305) 445-1914
exaggerated movement in Hispanic-
not dumb. Guided partly by instinct and
SPECIAL EVENTS MARKETING
targeted advertising. For example, the
relying on their own careful studies of
Gloria Peyrat, Mgr.
October issue of Inc. magazine assured
the indicators, they are positioning their
Delta Giordano, Johna Sharp,
us of a 40 percent annual jump in
equity for long-term growth.
Lysa Kessman, Barbara Seldner
Hispanic advertising expenditures "for
So, yes, the market is hot and it has
CONTROLLER
the next five years"-without citing a
been another year of phenomenal
Nancy Groves
source for the information.
growth-maybe not in ad dollars, but
BOOKKEEPER
Lois Rich
That simply is not happening. Bill
certainly in investment capital.
SYSTEMS ENGINEER
Grimes, chief of Univision Holdings,
This issue examines it all. Power on.
William L. Strauss
perhaps said it best: "This is not a get-
HISPANIC BUSINESS published monthly by Hispanic Business,
rich-quick market."
Inc., 360 S. Hope Ave., Ste. 300C, Santa Barbara, CA 93105,
The investments being made are
telephone (805) 682-5843, fax (805) 687-4546. ISSN 0199-0349.
impressive. Consider the appearance of
Más, the slick new Univision magazine.
Scho
One year subscription price $18. Single copies $2, except for
June, $3.50. Foreign subscriptions: Mexico $27, worldwide $34,
payable in advance. Second class postage paid at Santa Bar-
bara, CA 93102, and additional mailing offices. POSTMASTER:
Or the management-led purchase of
Send changes of address to HISPANIC BUSINESS, P.O. Box 874,
Farmingdale, NY 11737-0001. The entire contents of HISPANIC
Gannett's New York paper El Diario-La
BUSINESS are copyright ©1989 by Hispanic Business, Inc. No
Prensa by Publisher Carlos Ramirez and
part of this book may be reproduced or transmitted in any form
Editor & Publisher
or by any means, electronic or mechanical, including photo-
investor-associates Peter Davidson and
copying, recording, or any information storage-and-retrieval
Rupert Phillips. Or the recent eight-
system, without prior written permission of the publisher.
Published in the United States of America. All rights reserved.
figure buyout of the DeArmas Publish-
Publisher does not assume responsibility for any unsolicited
ing Group to form America Publishing
materials and will return only those accompanied by a stamped,
self-addressed envelope.
4
HISPANIC BUSINESS DECEMBER 1989
© 1989 AT&T
Phone
Now if you want long distance
without the pitfalls, you may have to ask for it.
These days, if you don't know your way around public
phones, you may hit some rough spots. Because some
1
A
T
T
OPER
OPER
public phones don't automatically connect you to AT&T.
Which means you might have to do without 24-hour
operators who are able to resolve problems virtually
most reliable long distance service in the world.
anywhere in the world. Fortunately, there's an easy way
And you'll avoid any possible detours.
to get the helpful AT&T Long Distance Service you've
For more information, or a wallet-sized card with simple
always counted on.
dialing instructions, call 1 800 661-0661.
If you don't see the AT&T name on or near the phone
you're using, listen for a voice that says "AT&T" after you dial.
If you don't hear it, you probably haven't reached AT&T.
In that case, just hang up and dial 10+ATT+0 before
AT&T
dialing the area code and number. (Or, if you're calling
from a hotel, ask the switchboard operator how to best
The right choice.
reach AT&T.) In seconds, you'll be connected to the fastest,
MAILBAG
to your magazine several years ago, I was
ment, and service to the Hispanic commu-
very interested, but now every issue ap-
nity on and off campus.
pears to be nothing but repetition.
-Andres G. Bustillos
Being involved with an automobile deal-
Lubbock, TX
ership, I would like to see more emphasis
placed on Hispanics who have acquired
Double Helix Mix
dealerships in the Southwest, and how
Let me take this opportunity to thank
they did it.
you for the great article you did on Helix
-Frank Bon, Jr.
Biocore (September, 1989). I appreciate
Buckeye, AZ
the time and effort that must have gone
Editor's note: We strive to cover the His-
into doing a story such as this.
panic market fairly. The number of His-
-Manuel A. Villafaña
panic-owned dealerships in the Southwest
Helix Biocore, Inc.
is relatively low, and unfortunately we
Minneapolis, MN
understand this figure is declining.
Life After Texas and Florida?
Rambling Wreck From Texas Tech
Letters to the Editor, with the writer's
You seem always to be catering to His-
I am an avid reader of HISPANIC BUSI-
name and address and daytime tele-
panics from Texas or the East Coast. What
NESS magazine. As a senior business stu-
phone number should be sent to: Editor's
about Arizona, Colorado, New Mexico,
dent and the president-elect of the Texas
Mailbag, HISPANIC BUSINESS maga-
and California? Hispanics in these four
Tech Hispanic Student Society, I have
zine, 360 S. Hope Ave. Ste. 300C, Santa
states aren't profiled as often as Henry
grown because of the insights of your
Barbara, CA 93105. Letters may be
Cisneros of Texas, or Gus Machado of
magazine. Our organization promotes
edited for reasons of space and clarity.
Florida. Why not? When I first subscribed
leadership, education, cultural involve-
Meet someone
1989 - 1990 Destination MBA Schedule
September 30
Omni International
*Norfolk, VA
777 Waterside Drive
who's been
October 7
Omni Park Central
+New York, NY
7th Ave. & 56th St.
October 28
The 57 Park Plaza
Boston, MA
200 Stuart St.
November 4
Bank of America Center
where
+San Francisco, CA
A.P. Gianinni Auditorium
555 California St.
November 11
Sheraton Plaza
+Los Angeles, CA
La Reina
6101 W. Century Blvd.
you're going.
November 18
Capital Hilton
Washington, DC
16th & K Sts., NW
December 2
Radisson Plaza at
Detroit, MI
Town Center
(Southfield)
1500 Town Center
Come to Destination MBA.
December 9
Radisson Normandie
*San Juan, PR
Muñoz Rivera Ave.
Seminars for Black and Hispanic
Rosales Street Corner
January 13
Houston Marriott West Loop
college students and graduates.
*Houston, TX
by the Galleria
1750 West Loop South
January 20
Colony Square Hotel
*Atlanta, GA
Peachtree & 14th St.
Talk to successful MBA graduates. Learn about financial aid. Look into
Can't attend? For our free MBA booklets write William E. James, National Director,
admission requirements. All at the Destination MBA seminars held
Destination MBA, Graduate Management Admission Council, PO Box 6106,
throughout the country.
Princeton, NJ 08541-6106. For more seminar information call 1-800-446-0807,
in New Jersey 609-734-1649.
Check the schedule for the seminar nearest you. Seminars last from
NATIONAL
9 a.m. to noon. Those marked with asterisks last until 3 p.m. so you can
BLACK
National Society
get extra information about GMAT test-taking strategies. Those marked
mba
NSHMBA
GMAC
of Hispanic MBAs
with daggers are held along with the MBA Forums where you can meet
ASSOCIATION, INC
Graduate
Management
representatives from nationwide B-schools.
Admission
Council
6
HISPANIC BUSINESS
DECEMBER 1989
HANDLES YOUR
HANDLES THE ROAD.
You always take care of your family, even when
you're only taking them to see Grandma. And Dodge
Spirit ES has the same goal-to get them there in
safety, with dual-diagonal split braking and a long list
of standard safety features. In comfort, with its roomy
interior and trunk. In style, with its aerodynamic
design. Spirit handles the family as well as it handles
the road. Come see what the family car of the future
will be like. Today, at your Dodge dealer.
7/70
THE FAMILY
Dodge
SPIRIT OF DODGE.
DIVISION OF CHRYSLER MOTORS
See 7 year or 70,000 mile protection plan at dealer. Restrictions apply.
BUCKLE UP FOR SAFETY.
VIEW POINT
nomenon as described by today's research
the Hispanic market. They must begin to
is an "optical illusion" created by the prac-
see Hispanics as individual customers and
tice of viewing the Hispanic population as
not as an undifferentiated mass. Advertis-
an undifferentiated group. It might be
ers don't expect the Anglo market to be
compared to what seems to happen when
simple-and spend millions on research
you overtake another car on the freeway.
to understand the differences between
The slower vehicle, although moving for-
segments SO that they can craft messages
ward, appears to be moving backward.
that will sell. They must stop cheating
When Hispanics are studied as a group,
themselves of potential sales by oversim-
the progress of those who have been as-
plifying, by refusing to see that Hispanics
similating is obscured by massive waves
are as complex as the American public in
of new, unassimilated immigrants.
general. They must stop insisting that
The only way to shatter the "freeway
Hispanic agencies confine themselves to
fallacy"-or confirm it-is to conduct stud-
addressing those who speak primarily
ies of individuals over time as they adapt
Spanish. Success lies in identifying the
to their new environment, then have chil-
unique opportunities in the differences
dren, educate those children, and then
between Hispanics.
The Freeway Fallacy
have grandchildren
The need to keep track has implications
Immigrant Hispanics generally adapt
of its own. Marketers must push for the
By Carl J. Kravetz
to their new environment only to the ex-
creation of up-to-date Hispanic direct re-
tent necessary to participate in its eco-
sponse vehicles. This, in turn, requires a
Hispanics speak Spanish. Period.
nomic life. Their children are educated in
drive for increased penetration of tele-
This is the notion on which the His-
American schools, but grow up speaking
phones and credit cards throughout the
panic advertising business was
Spanish with their parents. Many of these
Hispanic market. And Hispanic research
founded and may prove to be the notion
children have studied in American schools
firms must quickly learn to manipulate the
on which it will founder.
where the use of Spanish was punished
resulting data base to get actionable infor-
The "Spanish only" argument says a
and often set them up for brutal abuse from
mation into the hands of clients and their
Hispanic is defined by language alone. It
unenlightened Anglo peers. Fitting in
advertising agencies. But all this requires
ignores the other cultural factors that
becomes the order of the day for this
money, and the money will only come
cause many American-born, American-
generation.
when advertisers realize that spending 1
educated, non-Spanish-speaking people to
The grandchildren are then brought up
percent of the budget against 6 percent of
define themselves as Hispanic. It is an
speaking and learning in English by par-
the market is shortsighted at best.
argument that mires us in the advertising
ents who prize "Americanness" and reject
I challenge us all to be more adventur-
standards and practices of the '50s and
or fear their own ethnicity. But because
ous. Both clients and agencies must be
blinds us to the state-of-the-art general
the third generation is less likely to have
sensitive to the similarities that bind His-
market theories and technologies that we
suffered, they stand a far better chance of
panics, and to the differences that define
would be chasing madly if we were in the
defining just what it is that makes them
their individual preferences. And we must
advertising business in Mexico, Puerto
Hispanic-American-rather. than just
be open to new ideas, new techniques, new
Rico, or Spain.
American.
technologies, new media, and the use of
General market advertisers are trend-
If Hispanic advertising agencies are to
English where appropriate.
ing toward greater differentiation of con-
survive into the next century, we must
When you come right down to it, any-
sumers-toward a data base that will al-
become more sensitive to these changes
thing else is suicide.
low them to create focused messages re-
taking place in the market we serve. We
flecting each target segment's likes, dis-
must take the lead in generating our own
Mr. Kravetz (pictured above) is presi-
likes, motivators, and shopping patterns.
data base on Hispanic populations, sub-
dent of Ferrer/Ad America, Inc., in Los An-
Meanwhile, Hispanic market advertisers
populations, households, and individuals.
geles, a unique joint venture of U.S. and
are still trying to find the lowest common
We must improve our capacity to serve all
Mexican advertising agencies with billings
denominator.
Hispanics. We must be brilliant in Span-
of $4.8 million, 90 percent of them His-
One of the most frustrating symptoms
ish and strive for excellence in English.
panic. Ferrer/Ad America is 50 percent
of this trend is the tendency to extrapo-
We must be willing to compete with gen-
U.S. Anglo owned (Davis, Ball, and Co-
late bad conclusions from good numbers.
eral market agencies based on our cul-
lumbatto) and 50 percent Mexican owned
The best current example is the furor over
tural awareness, lest they use our own
(Grupo Ferrer). Mr. Kravetz has worked
"reverse assimilation"-that is over
arguments to convince our clients that
for more than 15 years in international tele-
whether considerable numbers of Hispan-
language is the only issue and that trans-
vision production, marketing, and adver-
ics who have assimilated are reverting to
lations serve the purpose.
tising, most recently as the creative director
the language and culture of their country
And those who employ Hispanic agen-
of Noble y Asociados Mexico, the D'arcy
of ethnic origin.
cies must begin to let go of the preconcep-
Masius Benton & Bowles, Inc. affiliate lo-
I believe the retro-assimilation phe-
tions that limit their chances of success in
cated in Mexico City.
8
HISPANIC BUSINESS DECEMBER 1989
Good Christmas LS.
Inspiration
Think
MEMORIES
EMORIES
Coors Brewing Company wishes you all the best
this holiday season and throughout the coming year.
Coors
1989 Coors Brewing Company, Golden. Colorado 80401.
Brewer Of Fine Quality Beers Since 1873
The Awards Banquet entertainment, proudly sponsored
by Coca-Cola USA, was introduced by Bonnie Garcia,
Coca-Cola's director
of Hispanic consumer
markets.
National Hispanic Market Trade Show & Media Expo
Se Habla
CENTURYPLAZA
Español '89
THE ULTIMATE
The 1989 Se Habla Español
National Hispanic Market
MARKETING EXPERIENCE
Trade Show & Media Expo
drew significant attendance gains. Held at the Century Plaza
ing Reception to the glamorous Awards in Communication Ban-
Hotel in Los Angeles, the show attracted advertisers, ad agen-
quet, participants spent their time attending a broad range of
cies, research companies, and media professionals for three days
seminars, strolling through the Exhibit Hall, lunching with in-
of Hispanic market exploration. From the festive Grand Open-
dustry peers, and of course, networking.
HISPANIC BUSINESS Publisher Jesus Chavarria,
The Grand Opening Reception crowd enjoyed a poolside
Adweek Publisher Robin Cooper, left, shares
left, congratulates media pioneer Danny Vil-
buffet and mariachis, sponsored by AT&T, at the beauti-
a smile with Sara Sunshine, senior VP and
lanueva, Sr., long known for his generous
ful Century Plaza Hotel.
creative director of Publicidad Siboney. Ms.
contributions to the Hispanic community, on
Sunshine won the coveted Ad of the Year
his induction this year into the Hispanic
Award for Pepsi-Cola's TV commercial en-
Market Hall of Fame.
Photos by Alberto Dominguez
titled "Blackout."
Se Habla Español Scholarship winners light up the stage,
accompanied by their sponsoring representatives from
GSD&M Advertising L.A. Gear, UNIMAR U.S. Hispanic
Communications, and the Carranza Group.
10
HISPANIC BUSINESS DECEMBER 1989
Kraft
sí que refleja calidad.
En Kraft sabemos que la calidad es el mejor ingrediente
para dar gusto a las familias. Y la calidad que ofrecemos
en Kraft se refleja en la marcada preferencia que tienen
los hispanos hacia nuestros productos.
KRAFT
Sabe lo que es bueno.
KRAFT
Macaroni
RAFTKRAF
Seven
SPICY
AFTKRAF
& Cheese
Seas
HOT
KRAFT
Dinner
KRAFT
States
/
KRAFT
Miracle Whip
100%
ZESTY
Grated
ITALIAN
RANCHER'S
Buttermilk
Light
Recipe
BULL'S-EYE
Parmesan
Cracker Barrel
CHEAMY
Cheez
Whiz
Cheese
EXTRA SHARP
SAUCE
Taste
KRAFT
CrackerBarrel
Miniature
KRAFT
Cheez
Whiz
KRAFT
Velveeta
SINGLES
ESPREAD
AMERICAN
KRAFT
24
Caramels
PARKAY
PHILADELPHIA
PHILADELPHIA
CREAM CHEESE
COOL DINO
MARGARINE
STICKER
KRAFT
KRAFT
PHILADELPHIA
KRAFT
Caramels
PARKAY
THANK
ZICKER
coor
DINO
CBEW CHEESE
Calawsiz
УАЛЯАЯ
TARRE
St
VWEEKVH
гисгеа
KUVEL
AGIAGGLY
Hecibe
16626
ВИСРОСШИК
fi24)
11/6230
REVIGO
Mu
more
LIVELY
BMOKER
© 1989 KRAFT INC.
Se Habla
Español '89
THE ULTIMATE
MARKETING EXPERIENCE
Sosa & Associates President Lionel Sosa, left, VP Account Mgmt. AI
Aguilar, and Executive VP Ernest Bromley join Zubi Advertising Serv-
ices President Teresa Zubizarreta at the Print Reception.
Seminars by media experts provided a wealth of valuable information
focused on the Hispanic market, with subjects ranging from psychogra-
phics and macro-demographics to Hispanic fiesta planning.
PLANDRAS
SCHUN
A sold-out crowd packed the popular Radio Industry Luncheon, where
the Awards of Excellence in each category were announced.
-
AT&T
The Exhibit Hall was definitely the place to see and be seen. Suppli-
Market
Tiade
Med
ers, media reps, ad agencies, and PR firms teamed up with major league
advertisers to create a unique marketplace of corporate wares.
OCEAN
DRIVE MKE MI
"And the winner is..." Alex Agee, right, American Airlines division
manager, congratulates drawing winner Norma Armon of Eye Contact
International. The prize? A free airline ticket, of course.
+
Univision's prime-time show "Sabado Gigante"-and host "Don Fran-
cisco" (for once without a hat)-won a Se Habla Español Award in
Communication for Spanish Language Entertainment.
12
HISPANIC BUSINESS DECEMBER 1989
Put Your Company
In The Company
Of Next Year's Hispanic 500.
With El Nuevo Herald.
One hundred twenty-one
companies from Florida made
this year's Hispanic 500.
That's more than New York.
More than California. More
than Texas. More than any
other state in the country.
Of course, the majority of
Florida's top Hispanic businesses
are located in the state's largest
Hispanic market. South Florida.
And a great way to reach South
Florida's Hispanics is with El Nuevo
Herald. The largest-circulation
Spanish language daily in the
continental U.S.
El Nuevo Herald is read by 159,500
South Florida Hispanics each weekday.
And 184,700 on Sundays.
When you also advertise in
Gusto/Tempo, our total market
coverage product, you can reach
suppor
up to 79% of the households in
one of the nation's most affluent,
acquisitive Hispanic markets.
Advertising in El Nuevo Herald can
put your company in the company of
next year's Hispanic 500. Because like
Florida's top Hispanic businesses,
El Nuevo Herald is better than ever.
For more information, call César
Pizarro at (305) 376-2847.
el Herald
¡Mejor Que Nunca! 1. Better Than Ever!
V
Source: 1988 Hispanic Market Media Study
L
E
S
SABRE
®
LeSabre is a registered trademark of General Motors Corporation.
GM
© 1989 GM Corp. All rights reserved.
Let's get it together. buckle up.
A
B
R
E
American quality has never looked better.
Its styling is newly refined. Its value is legendary. This is the 1990
edition of the full-size Buick LeSabre.
According to one measure-the J.D. Power and Associates 1989 Initial
Quality Survey-Buick ranks among the most trouble-free American
brands. And that same study ranked the 1989 Buick LeSabre as the most
trouble-free American car.*
In addition to giving you less to worry about, 1990 LeSabre offers you
more to enjoy. Including a standard 165-horsepower 3800 engine for
smooth, confident power. Spaciousness for six passengers. Four-wheel
independent DynaRide suspension. Even air conditioning is standard.
The 1990 LeSabre: an outstanding automobile, because it offers you
outstanding quality. See it now at your Buick dealer.
*J.D. Power and Associates 1989 Initial Quality Survey covering November and December. 1988. Based on owner-
reported problems during the first 90 days of ownership.
®
The Great American Road belongs to
BUICK
®
Fuel Injection
BUMPER TO BUMPER PLUS
3 YEAR/50,000 MILE WARRANTY
See your dealer for terms and
conditions of the limited warranty.
MARKETING
T
Procter & Gamble Co.'s growing grip on
he Hispanic
the number one spot. P&G's ad expendi-
tures-for 30-plus brands-increased by
about one-third, to almost $30 million. By
Market's Leading
contrast, although Philip Morris Compa-
nies, Inc. remained number two in the top
50, this company reduced its advertising
to Hispanic consumers by one-third, and
Indicators
RJR Nabisco, which was number 47 last
year, fell off the chart in 1989.
For the most part the remainder of the
lineup shows no surprises. The list, which
By D. Carlos Balkan
includes companies spending $1 million
or more, remained unchanged at 50. Ac-
counts falling out of the top 50 include
F
or the first time since this magazine
ment in the data gathering process.
Scott Paper, Eastern Airlines, and Bristol-
began to track Hispanic market ad
Total radio expenditures on the other
M yers, and a few companies placed on
expenditures, growth slowed this
hand continued to show double-digit
the list for the first time-including
year to a single digit. Total ad expendi-
growth, increasing by 13 percent-from
Quaker Oats, which took 18th place, and
tures increased by only 6 percent, from
$176 million to $200 million. Indeed, radio
Nestle Foods Corp., which is number 34.
$550 million last year to $583 million.
was the big story in 1989, and the string of
Three of the top 50 advertisers are not
The main explanation for this flatten-
major deals done in this industry over the
companies at all but government agencies:
ing growth rate is a seeming $11 million
past two years shows no sign of abating.
the U.S. Army, the U.S. Post Office, and
decline in television ad spending-from
Expenditures in other media showed a
the California State Lottery.
$251 million last year to $240 million in
slight upturn, but nothing to get excited
And (at press time) several of the lead-
1989. This apparent decrease actually re-
about. The biggest news regarding the top
ing Hispanic market advertisers are actu-
flects a one-time correction and improve-
50 advertisers in the Hispanic market is
ally subsidiaries of other corporations. Kin-
The 50 Leading Hispanic Market Advertisers-1989
Hispanic Market
Advertising Expenditures
Rank
Company
Media
Rank
Company
Media
Expenditures
Expenditures
Medium
Expenditures
($M)
($M)
($M)
1 Procter & Gamble Co.
$29.3
26
H.J. Heinz Co.
1.8
National TV
$119.5
2 Philip Morris Cos.
8.6
27
General Mills
1.7
National Radio
51.5
3 Anheuser-Busch Co.
8.4
28
J.C. Penny Co.
1.7
Local TV
120.5
4 Colgate-Palmolive Co.
7.8
29
American Airlines, Inc.
1.6
Local Radio
149.3
5 McDonald's Corp.
6.9
30
Campbell Soup Co.
1.6
Independent TV
2.1
6 Coca-Cola Co.
6.0
31
Hershey Food Corp.
1.5
Print
57.2
7 Adolph Coors Co.
5.2
32
Miles Laboratories, Inc.
1.5
Outdoors
17.3
8 Ford Motor Co.
5.0
33
Payless Shoesource
1.5
Promotion
61.6
9 Johnson & Johnson
5.0
34
Nestle Foods Corp.
1.4
Transit
4.6
10 Sears, Roebuck & Co.
4.6
35
Sterling Drug, Inc.
1.4
11 Burger King Corp.
4.5
36
S.C. Johnson & Son, Inc.
1.3
Total
$583.6
12
AT&T
3.8
37 Jack in the Box
1.2
HISPANIC BUSINESS, INC.
13
Pepsico, Inc.
3.8
38
Pacific Bell
1.2
14 American Home Products
3.7
39
Chrysler Corp.
1.1
ney Shoe Corp. is a subsidiary of F.W.
15 Goya Foods, Inc.
3.3
40
Clorox Co.
1.1
Woolworth Co. Another shoe company,
16 Warner-Lambert Co.
3.3
41
Toys R Us, Inc.
1.1
Payless Shoesource, is an operation of
17
CPC International
3.0
42
AMTRAK
1.0
Volume Shoe Corp., which in turn is a
18 General Motors Corp.
2.8
43
Beatrice Co.
1.0
division of the May Department Stores
19 Quaker Oats Co.
2.8
44
CA State Lottery
1.0
Company. Burger King was recently ac-
20 Ralston Purina Co.
2.6
45
Eastman Kodak Co.
1.0
quired by Grand Metropolitan Plc., a Brit-
21 Toyota Motor Corp.
2.6
46
K Mart Corp.
1.0
ish firm. American Airlines is owned by
22
Lever Bros. Co.
2.5
47
Kimberly Clark Corp.
1.0
AMR Corp.; Miles Laboratories is a sub-
23 U.S. Army
2.4
48
Maybelline Co.
1.0
sidiary of Bayer AG; Nestle Foods Corp.
24 Kinney Shoe Corp.
2.0
49
Polaroid Corp.
1.0
25 Mars, Inc.
2.0
50
U.S. Post Office
1.0
Reprinting or copying any or all of these
tables, and related information, is expressly
© HISPANIC BUSINESS, INC.
forbidden without prior written permission.
16
HISPANIC BUSINESS DECEMBER 1989
HISPANIC CONSUMER
PROFILE:
I REALLY LIKE
SPANISH
Jesús Fernández
Sunday lunch with the family
after church,
RADIO
Four wheeling in my truck,
Age: 34
Cumbias and Salsa Music,
SPEAKS HIS
Mama's churros,
Occupation: Engineer
A chocolate bar ( or two )
LANGUAGE
at the movies.
Annual Income: $31,000
Katz Hispanic
Radio Sales
Hobbies: Hunting &
Preferred Language: SPANISH
Gardening
Preferred Media: SPANISH RADIO
Gene Bryan (212) 572-5263
MARKETING
is the American subsidiary of the Swiss-
owned Nestle S.A.; Eastman Kodak Co.
The Leading Hispanic ADIs — 1989
owns Sterling Drug, Inc.; Schering-Plough
owns Maybelline Co.; Pacific Bell is part
Expenditures in $M by Medium
of Pacific Telesis Group; and Foodmaker,
Inc. does business as Jack in the Box.
Rank
Market
TV
Radio
Print
Total
While our leading indicators are ap-
proximations filtered through a network
1
Los Angeles
$79.0
$35.9
$16.2
$131.1
of sources, mostly in the media, each of
2
Miami
43.0
33.1
16.4
92.5
our annual efforts to generate the estimates
3
New York
49.5
25.5
15.4
90.4
has enhanced their reliability. Our figures
4
Chicago
16.0
13.5
1.1
30.6
for the top 50 Hispanic market advertisers
5
San Fran/San Jose
14.9
9.5
0.4
24.8
and for Hispanic market expenditures by
6
San Antonio
9.2
10.1
0.5
19.8
medium represent largely net advertising
7
Houston
9.0
9.5
0.4
18.9
space and time costs. Similarly the dollar
8
San Diego
6.0
6.0
0.3
13.1
figures for the top 10 Hispanic media
9
Phoenix
5.2
5.5
0.2
10.9
markets refer for the most part to net time
10
El Paso
3.1
6.5
0.2
9.8
and space costs.
H
Totals
$235.7
$155.1
$51.1
$441.9
D. Carlos Balkan is a freelance writer
based in Santa Barbara, California.
© HISPANIC BUSINESS, INC. Reprinting or copying without written permission prohibited.
Market Demographics — 1988
Purchasing Power by Market
Hispanics
Blacks
Whites
The aggregate total income for Hispanics rose from
$140.5 billion in 1987 to $160 billion in 1988. In
addition, the number of Hispanic households
Household Money Income
increased from 5.69 million to 5.91 million.
Aggregate total ($B)
$160
$243
$2,853
According to the Census Bureau, over 1 million of
Median Income
$20,359
$16,407
these households maintain an income of $40,000 or
$28,781
Mean Income
more, and 210,000 have an income of $75,000 or
$25,993
$22,477
$35,468
more annually.
Percent of Total Population by Special Characteristics
Hispanics
Blacks
Whites
Hispanics
Blacks
Whites
By Residence
By Size of Household
Metropolitan Areas
92%
83%
76%
2 Persons
26%
34%
43%
(Central City)
53%
57%
25%
3 Persons
25%
26%
23%
(Suburbs)
39%
26%
51%
4 Persons
24%
20%
21%
Nonmetro Areas
8%
17%
24%
5 Persons
14%
12%
9%
6 Persons
6%
4%
3%
By Region
7 Persons
5%
4%
1%
Northeast
18%
16%
21%
Midwest
7%
19%
26%
By Age
South
32%
56%
33%
(Head of Household)
West
43%
9%
20%
15-24
9%
8%
4%
25-34
31%
28%
22%
By Sex
35-44
25%
26%
25%
Family Households
82%
70%
71%
45-54
15%
15%
17%
(Married Couple)
57%
35%
59%
55-64
11%
12%
15%
(Male No Wife)
19%
4%
3%
Over 64
9%
11%
17%
(Female No Husband)
5%
31%
9%
Nonfamily Households
18%
30%
29%
By Education (Head of Household 25 years or older)
(Male Nonfamily)
10%
14%
13%
High School Grad Only
27%
36%
37%
(Female Nonfamily)
8%
16%
16%
At least 1 Year of College
23%
28%
41%
Source: Unprinted current population survey data from the U.S. Census Bureau (Series P-60) and advance data from the March 1988 Current Population Survey.
Reprinting or copying all or any part of this information requires written permission from HISPANIC BUSINESS, INC.
© HISPANIC BUSINESS, INC.
18
HISPANIC BUSINESS DECEMBER 1989
When you go into business with us,
the whole community comes in with you.
ELEVEN
FAIRV
FAIRV
TIGERS
7-ELE
A
Il over America, the neighborhood store has long
without having to start from scratch.
been the cornerstone of the community. The kind of place
We're SO sure of our business system, we'll even let you
where the same kids who once couldn't reach the candy now
try out your 7-Eleven Store franchise for six months before
come to celebrate their little league victories.
making a final commitment.
Today, 7-Eleven is that neighborhood store. And thanks to
When you consider all the ways we can help, it's no
the #1 convenience store franchisor in the world, there's a
wonder SO many neighborhood stores are 7-Eleven Stores.
neighborhood family running the business-just like the good
Give us a call at our 800 number and let's talk.
old days.
1-800-255-0711
If you're looking for an opportunity to run your own busi-
The Southland Corporation
ness, 7-Eleven Stores is the one to call. Our 25
Franchise Department-896
years of franchise experience is currently helping
P.O. Box 719
more than 3,000 people achieve the independence
Dallas, Texas 75221
of being in business for themselves.
At $53,000, the 1988 average initial investment
The initial franchise fee may vary for each store. The method for
was surprisingly reasonable. Especially when you
computing the franchise fee is fully disclosed in the Uniform
consider the proven business system and the
ELEVEN
Offering Circular. This is not an offer to sell, or
solicitation of an offer to buy, a franchise. An offer
ongoing support designed to let you enjoy the
is made by prospectus only. An equal opportunity
advantages of being in business for yourself
organization.
The world's #1 convenience store franchise.
MARKETING
New Leading
H
ISPANIC BUSINESS is reporting on
developed to determine the top 10 ADIs
an additional leading indicator for
represent the number of Spanish lan-
the Hispanic market this year-
guage radio and television broadcast
Indicator:
broadcast media effectiveness, or cover-
hours available each week, divided by
age. Our report on media effectiveness
the individual ADI's Hispanic population
Broadcast Media
identifies the top 10 areas of dominant in-
in thousands.
fluence (ADIs) in the country in terms of
The ADIs that we used were devel-
Effectiveness
media coverage.
oped by Arbitron, Inc. for the television
The media effectiveness quotients we
market. Each of these 205 ADIs repre-
sents a county, group of counties, or
group of ZIP codes within a major
metropolitan area.
Our analysis showed that San Diego
leads the nation in media effectiveness,
and two other ADIs along the U.S.-Mex-
our first magazine
years
ico border-El Paso and San Antonio-
follow in second and third places. The
nation's largest cities are farther down
on the list, with the biggest Hispanic mar-
we TODAY.................... TODAY.................... " in
Media
Effectiveness
Hispanic
Media
Effective-
Pop.
Coverage
ness
ADI
(in 000s)
(Hrs/week)
Quotient
San Diego*
400
1,799
4.49
A nationwide network with 13 top quality
magazines: 10 women's and 3 men's.
El Paso*
481
1,712
3.55
We are the leaders in our readers' country of
origin and the U.S. Hispanic Market.
San Antonio*
856
2,169
2.53
85% of our readers have High School,
Technical School, College or Post-Graduate
Phoenix
371
780
2.10
degrees or diplomas.
Miami
834
1,538
1.84
The average annual family income of
SPANAMERICA readers is $33.012.
Houston
712
1,260
1.76
SPANAMERICA delivers a total of 5,962,908
copies per year, audited by ABC.
San Fran/
814
893
1.03
The pass-along of our magazines is so high
San Jose
that it generates more than 1.1 million readers.
SPANAMERICA's magazines are considered by
Los Angeles
3,734
2,188
0.68
its readers the most appropriate media for:
Chicago
751
503
0.67
food, beauty, home decoration, fashion, health
care, movies, show business and the Jet-set.
New York
2,438
951
0.39
Includes stations in Mexico.
SPANAMERICA
HISPANIC BUSINESS, INC.
Reprinting or copying without written
The National Hispanic Magazine Network
permission prohibited.
For additional information, contact our sales offices in Miami
or New York. ABC circulation statements are available.
kets-Los Angeles and New York-plac-
The
ing eighth and tenth.
Audit
Bureau
This ranking reflects the activities of
both U.S. and Mexican broadcasters
Sales Offices: MIAMI (305) 871-6400 NEW YORK (212) 687-8760
along the border, which provide many
VANIDADES
COSMOPOLITAN en Español
times more Spanish media coverage to
BUENHOGAR
TV Y NOVELAS U.S.A.
their viewers and listeners than do broad-
HARPER'S BAZAAR en
Español
DE TODO UN POCO
casters in the major population centers.
IDEAS para su Hogar TU INTERNACIONAL
Clearly there is considerable poten-
COQUETA
RITMO
MECANICA POPULAR
tial for greater media effectiveness in
GEOMUNDO
HOMBRE DE MUNDO
these large U.S. cities.
20
HISPANIC BUSINESS DECEMBER 1989
XEROX
One of the many things
your fingers don't have
to do with our copiers.
At Xerox, we've always believed in mak-
As for copy quality, that's another thing
Yes, I'd like to learn more about Xerox midsized
ing our own luck.
you can take for granted. Because our
copiers and how they can make copying quick and easy.
Please send me information.
Which is why our midsized copiers are
breakthrough microprocessor technol-
Please have a sales representative contact me.
designed to do everything you ask of
ogy automatically monitors copy quality
Send this coupon to:
them, time after time, copy after copy.
and makes sure every copy is as clean
Xerox Corporation, P.O. Box 24, Rochester, NY 14692
and sharp as the first.
But they're more than reliable. They're
NAME
Please Print
TITLE
So find out more about how Xerox
easy to use. Even the most complicated
COMPANY
tasks-like turning a batch of mixed-
makes copying quick and easy by call-
ing 1-800-TEAM-XRX, Ext. 1027.
ADDRESS
0387-12-89
sized originals into a set of uniform
copies or copying computer forms-are
And save your luck for the lottery.
CITY
STATE
ZIP
now as simple as making a single copy
Or call 1-800-TEAM-XRX, Ext. 1027
on a desktop model. There are even
(1-800-832-6979, Ext. 1027).
fewer buttons to press.
Team Xerox. We document the world.
XEROX® is a trademark of XEROX CORPORATION
Youhave to driv
Without doubt, the Honda Accord
speed sensitive, variable-assist power
is a great automobile. The experts have
steering. It progressively adjusts the
said that for years. It has become the
amount of assistance for improved
benchmark for other auto makers. Its
road feel for the driver. It does this at
record is truly impressive.
all speeds.
Incredibly, then, this year we have
The body looks almost like it is
redesigned the Accord. And our new
sculptured from a solid mass of steel.
car will set new standards.
Designers concentrated on reducing
The new Honda Accord is bigger
the number of seams, refining fit and
and better than ever before. There is
finish and countless other details.
more room inside, the ride is more
comfortable and the car is much more
responsive under all driving conditions.
And there is its unique beauty.
Flat surfaces and contours blend
harmoniously while all the lines flow
smoothly. The front of the car rounds
to the wind and stylish new headlights
mount flush to the airflow. While the
rear is high and designed according to
automotive aerodynamic principle.
You'll see a substantial increase in
A new method of body building
glass area which adds to your comfort
stiffens the car to further improve and
and visibility. You'll find comfortable
quiet the ride.
space inside the car between yourself
Once seated in the Accord, you are
and other passengers.
greeted by a bright, airy environment
Because the new Honda Accord
that immediately puts you at ease. All
has a longer wheelbase and is more
controls and instruments are logically
solid, we redesigned the race-proven,
placed. Everything falls into your line
4-wheel double wishbone suspension
of sight and is within your reach. The
system. The ride and handling are
whole interior seems designed around
immensely improved. There is a new
you. It fits. You fit.
H
© 1989 American Honda Motor Co., Inc.
it to believe it.
The front seats are larger and offer
often drive. Such as getting through
more support. Rear seats contour for
city traffic and on the highway.
better comfort. They are made from
Imaginative Honda technology
one piece of moulded foam.
makes the new engine run smoothly
Door panels and the instrument
and quietly. Balance shafts built in
panel are each moulded from a single
the engine cancel the inertial forces
piece SO there is nothing to rattle. The
that cause other engines to twist and
headliner is built to absorb noise and is
shake. It's amazing.
recessed for the windshield visors and
Other refinements additionally
passenger-assist handles. Everything
reduce vibration and noise. And help
to increase performance.
The durable Honda five-speed
manual transmission has also been
redesigned. It is stronger and more
rigid to match the increased engine
power and torque. It's also smoother
and quieter.
There's a new Honda four-speed
automatic transmission available that
is very compact, smooth shifting and
efficient. And the transmission has a
folds in nice and flush for a more fitted
driver selectable Sport mode with
appearance.
lockup torque converter.
A new ventilation system that is
Everything about the newAccord
quiet and significantly more efficient
is designed to increase the quality of
assures your comfort. The controls are
driving. It is a car attuned to the driver.
large and easy to use.
It makes you more pleasantly aware
Under the aggressive looking and
of the enjoyment of driving.
low sloping hood is a new and larger
In this case, driving is believing.
fuel-injected engine. It now has more
H
N
D
horsepower and torque for improved
performance in the ranges you most
The NewAccord
C
0
V
E
R
S
T
0
R
Y
MEDIA
nates Texas and Chicago, but lacks Cali-
deal
fornia. SBS, the only group with AM/FM
combos in Los Angeles, New York, and
With recent
Miami, has no stations outside those mar-
kets. Viva America has a strong presence
in Los Angeles, San Francisco, and Miami,
acquisitions
but not New York.
Broadcasters who aspire to acquire
in Miami,
F
T
H
Y
E
A
R
properties are hungry for stations in the
top Spanish markets. The numbers tell
By Joel Russell
why. This year advertisers spent approxi-
the Tichenor network
mately $201 million on Spanish radio. The
AM/FM in Miami. What's next? "We are
top 10 markets accounted for 75 percent
probably going to digest Miami and New
of total expenditures, or $155.1 million.
consolidated its
York for a while," says Mr. Tichenor. Then
More than half the money spent on Span-
he plans to buy more stations.
ish radio was concentrated in four mar-
He is not alone. Last year SBS paid $55
kets-New York, Los Angeles, Miami, and
dominance of
million to acquire WEVD-FM in New York.
Chicago. "It's bottom-line dominance. The
Hispanic radio.
he landscape is changing in
"T
Spanish radio," says McHenry
Tichenor, Jr., a gentlemanly
Texan whose family has been
in Spanish radio since 1949. "For a while
there was SBS [Spanish Broadcasting Sys-
tem], which was in the three big markets,
and us [Tichenor Media System], who had
the heartland, and Lotus. Now Cecil Heftel
is putting a group together, and I hear rum-
blings of others putting groups together.
That's going to change the way Spanish
radio is done in this country."
Indeed, in a business where stand-alone
stations are the norm, the formation of
station groups, "networks," and affiliations
is changing the structure of the industry.
Since 1987 the price of Spanish radio prop-
erties has skyrocketed; complicated deals
have created mergers, spin-offs, and debt-
leveraged buys. And this in turn has shifted
The Tichenor team huddle: (from left) McHenry Tichenor, Julio Mendez, station manager,
alliances among national radio reps and
WQBA-AM and FM, and Warren Tichenor, vice president/general manager WQBA
research companies, and even affects the
AM and FM. Photo by Lynn Parks.
music that Hispanics hear as they drive to
and from work.
The same week that Tichenor announced
more markets you dominate in the top 15
In August Mr. Tichenor's company
the WQBA deal, Heftel Broadcasting
markets, the bigger your company will be,"
made the biggest Spanish media deal of
merged with Mambisa Broadcasting to
says Gene Bryan, sales manager at Katz
the year. First, it negotiated a joint venture
form a station group called Viva America.
Hispanic Radio, a national rep firm.
that gave it 50 percent ownership of
Industry players agree that the stampede
Outside of the top 10 markets, Spanish
WADO-FM in New York. Then WADO and
to buy will continue until each group can
stations are still owned on an individual
Tichenor paid $32.7 million for WQBA
plug holes in its coverage. Tichenor domi-
basis. But aside from bigness for the sake
24
HISPANIC BUSINESS DECEMBER 1989
The Price Tag
chenor formed a 50-50 part-
nership, with each partner
contributing about $10 mil-
OF THE YEAR
lion in equity. Radio WADO's contribu-
tion was WADO-AM.
The partnership then made a deal to
n August 8 Tichenor Media
buy WQBA-paying approximately 50
O
System and Radio WADO,
percent of the price in cash and the other
of bigness, the repercussions of consoli-
Inc. announced their agree-
50 percent in bank notes. The price in-
dated ownership depend on the new own-
ment to purchase WQBA-
cludes $25.7 million for the radio opera-
ers. In Tichenor's case, a new management
AM/FM in Miami. The total price tag
tion and $7 million for the building
system is a key ingredient. WQBA previ-
was $32.7 million. The sale was the
where WQBA's studio and offices are
ously belonged to Susquehanna Broadcast-
largest media acquisition of the year in
located. The debt arrangement is still
ing, an English language station group.
the Spanish market.
in negotiation, with several banks in the
WQBA's General Manager George Hyde,
The transaction was quite compli-
running, Mr. Tichenor says. No invest-
whom one Tichenor executive called "a
cated. A broker first contacted Tiche-
ment banker was involved in the trans-
Susquehanna element,"
action, and Mr. Ti-
has announced he will
chenor himself ne-
leave the station to take
gotiated the deal. As
another job. His replace-
part of the partner-
ment will be a Tichenor
ship agreement, Ti-
person. Tichenor works
chenor will operate
with a "management by
and manage WADO-
objective" methodology,
AM and WQBA-
which it plans to apply
AM/FM.
to WQBA and WADO.
The package still
Aside from Mr. Hyde,
requires FCC ap-
however, no personnel
proval. One of Tiche-
changes are on the table.
nor's first moves will
Herb Levine, the general
be to sell the WQBA
manager of WADO, is a
building. "We don't
well-respected Spanish
want to be in the real
broadcaster and part
Tichenor Media's partners are (from left) Louis Wolfson III, chairman of Radio
estate business," he
owner of the station.
WADO, Inc.; Mark Blank, president; and Andrew Blank, vice president.
explains.
Plans are to make
The change in
both new Tichenor stations lean and
nor about WQBA two years ago.
ownership has a ripple effect in the radio
mean. At WADO, Ricardo Alvarez del
Susquehanna Broadcasting Co., which
industry. Because all Tichenor prop-
Castillo, Tichenor's vice president of op-
owned WQBA, wasn't ready to sell, but
erties are repped by KATZ Hispanic
erations, plans to consolidate the studios,
the broker thought he could swing a deal
Radio, the partners' stations will switch
now located in New Jersey, and the sales
for the right price. The plan stagnated,
to KATZ from Caballero Spanish Me-
office, now in New York. Despite the ex-
and in the meantime Tichenor began
dia. While refusing to discuss dollar
pense of renting studio space in Manhat-
talking with WADO-AM in New York
figures, KATZ's Gene yan admits that
tan, the station will reap the benefit of on-
about an affiliation of some sort. The
the new stations will make a "hefty" con-
the-spot interaction between the sales,
owners of WADO-Andrew, Tony, and
tribution to the firm's bottom line.
traffic, and production departments. In
Mark Blank; Louis Wolfson III; and Gen-
"There's no doubt that KATZ will bene-
Miami the building in which WQBA is
eral Manager Herb Levin-had been in-
fit heavily from the acquisition," he says.
located has an estimated value of at least
volved in broadcasting in Miami before
On the flip side, Caballero looks likely
$4 million. It will be sold to free up money
they bought WADO in 1987. Mr. Levin
to gain two Miami radio stations, WAQI-
for broadcast investments as soon as the
is the former general manager of WQBA
AM and -FM, as part of a joint venture
new space is rented, Mr. Castillo says. Ti-
in Miami. Personalities aside, there is
with ties to the Caballero group.
chenor will retain a lease of the broadcast
"a certain synergy" between the Miami
Mr. Tichenor says that the partner-
and production studio, which is a state-of-
and New York Spanish radio markets,
ship will probably purchase the addi-
the-art facility designed especially for
notes McHenry Tichenor, Jr., president
tional stations needed "to fill out the
station WQBA.
of Tichenor Media System.
complement of stations in the top 10 His-
Tichenor currently owns or controls 12
Fortuitously, two deals came together
panic markets, particularly Los Ange-
stations, twice as many as anyone else in
at the same time. First, WADO and Ti-
les and San Francisco."
Spanish broadcasting. With New York and
Miami in hand, it has outlets in six of the
les market," says Mr. Castillo. "We're [also]
have stand-alones, only combos, in all of
top 10 markets. The last frontier is Califor-
interested in expanding our stations in
our markets."
nia, whose three top markets had com-
Houston and San Antonio. We only have
The broadcaster with the most Spanish
bined billings of $51 million in 1989. "We
AM stations there. We are interested in
stations after Tichenor is SBS, with six.
are always ready to get into the Los Ange-
acquiring FM stations SO that we don't
The difference is that SBS owns combina-
HISPANIC BUSINESS DECEMBER 1989
25
C
0
V
E
R
S
T
0
R
Y
TOP 10 BILLING
STATIONS
Stations
Billings ($ M)
1.
KLVE (FM)/KTNQ (AM)
$17.5
tion AM/FM stations. This allows it to grab
for early next year that should ease the
Los Angeles
two audiences in the big, lucrative mar-
debt service, he says.
kets. FMs typically attract young listeners,
Viva America, the newest station group
2. WCMQ (AM&FM)
11.5
the segment that advertisers most want to
formed through the merger of Heftel
Miami
reach. Research shows that SBS has in-
Broadcasting and Mambisa Broadcasting,
deed successfully differentiated two audi-
dominates the Los Angeles market with
3.
WQBA (AM&FM)
10.0
ences in the Span-
KTNQ-AM and
Miami
ish market.
KLVE-FM, the big-
"People have
gest billing combo
4. WIND-WOJO (AM&FM)
10.0
watched what I've
in the United States
Chicago
done and now they
($17.5 million).
are trying to do it
Viva America owns
5.
WSKQ (AM)
9.0
too," says Raul Alar-
four stations in
New York
con, Jr., president of
three markets. Co-
SBS. "They started
owner Mr. Heftel is
6.
KWKW (AM)
8.1
at the lower end and
actively pursuing a
Los Angeles
they're buying up. I
New York property.
started at the high
That would allow
7.
WADO (AM)
6.0
end, SO that I can
Viva America to du-
New York
cherry-pick mar-
plicate SBS's offer-
kets and properties
ing of New York-
8.
KSKQ (AM)
5.5
now. All things con-
Los Angeles-Miami
Los Angeles
sidered, I've made a
media placements,
very good invest-
a common strategy
9.
WAQI (AM)
5.0
ment in radio."
among Hispanic
Miami
So far most of the
Eduardo Caballero, president of Caballero
media buyers.
investment has
Spanish Media. Like Don Quixote he will
The advantage
10. KALI (AM)
4.0
been with other
"continue to fight against the giants."
gained by all this
Los Angeles
people's money. Mr.
merger and acqui-
Alarcon's debt burden was reported in Ad-
sition activity remains unclear. Conven-
HISPANIC BUSINESS, INC.
vertising Age at about $118 million. Al-
tional wisdom holds that the chemistry of
Source: Original research by HISPANIC BUSINESS.
though his FM station in New York has
each radio market is unique, and program-
been a success from day one, interest never
ming decisions cannot be generalized.
sleeps. "There's been a lot of speculation
"There's a lot of talk about networks in
about my debt scenario," responds Mr.
Spanish these days. We don't see our group
Alarcon. "I let everybody talk. Do I have
as a network in the classic programming
NATIONAL
debt? Yes, of course I do. I bought a
sense," notes Mr. Tichenor. "We let each
MARKET SHARE
$55 million station. By the way, it's doing
station develop its own personality, be-
gangbusters."
cause the markets are all different. We are
r. Alarcon made a bid of more
more interested in building the group
Company
Market Share
M
than $30 million for WQBA,
because Spanish radio is what we know
which included a special minor-
how to do, not because the addition of
Caballero
41%
ity tax certificate worth another
Miami or New York is going to make a dif-
$3 million. He was rejected, he says, be-
ference in a network lineup."
Katz Hispanic Radio
29%
cause he already owns stations in Miami,
National radio reps, who place national
Spanish Broadcasting System
19%
and FCC rules would require him to "spin
ads with local stations, agree. "Spanish
off" one AM and one FM. He remains
radio is on a market-by-market basis," says
Lotus Hispanic Reps
11%
undaunted, saying that SBS is looking to
Mr. Bryan of Katz. "You can't put Spanish
expand beyond radio. The company al-
radio into one format because of the geo-
HISPANIC BUSINESS, INC.
ready has its own rep firm, a promotion
graphical and cultural differences among
Source: Original research by HISPANIC BUSINESS.
firm to organize concerts and events, and
the different Hispanics in the United States.
Reprinting or copying all or part of this information
a supermarket merchandising plan. Now
That's why an all-music format to appeal
requires written permission from HISPANIC BUSINESS, INC.
he wants to try syndication and television.
to all Hispanics throughout the U.S. has
Mr. Alarcon is working on "a big surprise"
not succeeded in the past," he continues.
26
HISPANIC BUSINESS DECEMBER 1989
Grow with
our new baby
We proudly announce that our new station, WSKQ-FM 98, the first 24-hour
Hispanic New York City FM is on the air and the incredible
Arbitron numbers are there now!!! WSKQ-FM 98 is joining the other
members of the SBS All-Hispanic radio family.
KSKQ-AM/FM, Los Angeles; WCMQ-AM/FM, Miami; WSKQ, New York.
SuperkQ WSKQ 620 AMSTEREO SuperkQ KSKQ fri?
cma
ADIOCENTRO
CADENA NACIONAL
1210AM STERBO
frien
1540 AMSTEREO
Spanish Broadcasting System
Represented nationally by
NEW fine & YORK
SBSVETWORK 869-4020
GE IS THE LIGHT THAT
CUSHMAN & WAKEFIELD LOOKS
GE Lighting gives Cushman & Wakefield
for opportunity-senses that are extremely
attractive energy savings and a 22-month
well-developed at Cushman & Wakefield.
relamping payback.
Take the opportunity that recently arose
GE
D
in San Francisco, where Cushman &
Wakefield manages the Convention
Plaza building.
You don't get to be the number-one man-
A study of the building's lighting showed
ager of business real estate in America
that group relamping with GE F40 SP35
without an eye for cost efficiency and a nose
Watt-Miser® Plus fluorescent lamps would
C-815
UP TO FOR LOWER OVERHEAD.
reduce energy costs plus earn a handsome
and the building's owners, leapt at the oppor-
energy conservation rebate from the utility
tunity presented by GE's advanced lighting
company. That would mean the entire cost of
technology. And thanks to energy-saving GE
relamping would be recouped in a mere 22
Lighting, Cushman & Wakefield's prospects
months. And the SP35 Watt-Miser Plus lamps
for lowering overhead are definitely
would provide the same light levels and im-
GE
looking up.
prove the appearance of the people and fur-
GE is Light.
nishings they illuminate.
Needless to say, Cushman & Wakefield,
GE Lighting
C
0
V
E
R
S
T
0
R
Y
"You don't run the same program in San
WAQI AM/FM.
Antonio that you run in Corpus Christi,
Historically, the
and they're only 100 miles away," says
growth of station
Eduardo Caballero, president of Caballero
groups has paral-
Spanish Media (CSM), another rep firm.
leled the division
"I haven't seen any network programming
of the national rep
succeed in this country."
pie. In 1986, Cabal-
he exception to the rule is SBS.
lero dominated the
T
A pioneer in developing the
radio market. Then
"international sound" in New
Katz, a former
York, SBS has exported the
client, decided to
concept to Miami and California. Regard-
become a competi-
less of the market, ballads by artists such
tor. Katz opened its
as Julio Iglesias and Jose Luis Rodriguez
door to rep the
make up about 60 percent of the play list
seven properties
The Katz Hispanic Radio team plot their advertising strategy: (from
on an SBS station, according to Tony
Tichenor owned at
left) Gene Bryan, vice president, national sales manager; Stu Olds,
Campos, programming director for SBS.
the time. And fi-
president; and Janet Therrien, associate research director.
The other 40 percent varies from station
nally SBS bolted
to station, market to market. Mr. Campos's
by creating its own in-house rep firm. To-
priced compared to the general market,"
formula blends music oriented to the local
day, Katz and SBS rep 40 stations between
says David Lykes, who is the vice presi-
market and the international sound. In Los
them. Mr. Caballero notes that the symbol
dent of sales at Tichenor. "The reason is
Angeles, for example, he looks for songs
of his company is Don Quixote, and it will
that historically there has been a lack of
that lend a Mexican flavor, such as Mexi-
"continue to fight against the giants."
reliable research to substantiate the audi-
can groups with a tropical sound, rather
Competition should remain stiff, be-
ence. As research improves, the advertis-
than a ranchera style. SBS foresees that
cause the growth in radio ad spending has
ing rates will rise."
the news/talk format will gain popularity,
slackened, Mr. Caballero says. He attrib-
But, as Mr. Tichenor himself observes,
but the company is nonetheless commit-
utes this to Spanish television expansion.
"It's easy to say that you want better num-
ted to the international format, Mr. Cam-
Start-up television outlets (new stations
bers, and hard to get them. To do it right
pos says. As the company acquires new
and networks) have a tough time filling
in the Spanish market would be very ex-
stations, the same music mix will be ap-
commercial slots, and are forced to under-
pensive. There just aren't enough people
plied to new markets.
cut rates. Mr. Caballero says that in some
to split the cost."
Changes in ownership have caused a
markets advertisers can buy a 30 second
Two rating methods serve the indus-
hat dance of shifting alliances among na-
television spot for the same price as a 30
try. Arbitron uses a seven-day diary which
tional reps. When Ti-
second radio spot.
is mailed to listeners' homes. Hispanic re-
chenor bought an in-
"That's happening at
spondents are sought in proportion to their
terest in WQBA and
the local, national, and
population in the market. Birch Radio uses
WADO, both stations
network levels."
a telephone interview methodology in the
were represented by
Against the threats
top 16 Spanish markets. Both services are
CSM. But Tichenor
of television, low rates,
trying to improve. Birch has fine-tuned its
properties are repped
and new advertiser
methodology to conform to recommenda-
by Katz, and Mr. Ti-
skepticism, radio has
tions of the Spanish Radio Advisory Coun-
chenor has announced
one hope: better num-
cil, a group of industry leaders. Arbitron
his intention that
bers. "We all scream
plans to combine several surveys in order
WQBA and WADO
that Spanish radio is as
to give a larger sample size of Spanish lis-
switch to Katz. The
good as television, but
teners. But, Mr. Caballero says, "By the
loss would be a blow
when you go to the
time the numbers are published, they
to CSM, the company
numbers, they don't
might be obsolete."
that established Span-
reflect it," says Mr.
One set of numbers that will affect Span-
ish radio on a national
Bryan of Katz, "Agen-
ish radio for the next decade is the 1990
basis. The Viva Amer-
cies are going to de-
Census report. "Spanish media should
ica deal brings to-
"I can cherry-pick markets and prop-
mand more and more
concentrate on promoting the Census
gether CSM-repped
research."
erties," says Raul Alarcon, Jr. of
among our constituency," says Mr. Cabal-
KTNQ-AM/KLVE-FM
Spanish Broadcasting System.
"As an industry,
lero. "We have a lot of hopes for what will
and the Katz-repped
Spanish radio is under-
come out of it."
B
30
HISPANIC BUSINESS DECEMBER 1989
THE STYLE IS COUGAR. THE QUALITY IS MERCURY.
Experience the excitement of driving the 1990
comfort of its plush interior, with an option like a
Mercury Cougar LS. Feel the power of its 3.8 litre
Ford JBL Audio System and compact disc player
V-6 engine. The responsiveness of speed-sensi-
with JBL speakers.
tive power steering, which varies the degree of
Nothing feels quite like being behind the
assist according to vehicle speed. Feel the smooth
wheel of the 1990 Mercury Cougar LS. But don't
ride of four wheel independent suspension. The
just take our word for it. Experience it for your-
sleek look of its aerodynamic design. And the
self. For a free brochure call 1-800-446-8888.
MERCURY
Ford
MERCUMY
LINCOLN
Quality is Job1.
COUGAR
Buckle together we can save lives
LINCOL MERCURY DIVISION Ford
year of unprecedented change has
G
A
turned the world of Hispanic adver-
tising agencies upside down. After
tional accounts of several major clients. In
$48.6 million for the most recently com-
a quiet period of steady growth,
past years its billings had been mostly
pleted fiscal year. Since this report was for
many of these companies have ei-
regional and went largely unnoticed.
calendar year 1988, the company's figures
ther recently merged or been ac-
"Before this year 60 percent of our billings
are not strictly comparable with Sosa's.
quired by major mainstream agen-
were for regional assignments," says Lionel
Both Mendoza, Dillon and Sosa are pro-
cies. Their clients meanwhile are playing
Sosa, president of Sosa & Associates. "This
jecting sizeable increases for this year.
musical chairs.
year it flip-flopped SO that our national
Castor GS&B is the third agency near
the top of the chart. But un-
like the other two leaders,
Castor GS&B did not respond
account$,
to repeated requests for sub-
stantiation of its numbers.
Analysis of these numbers is
complicated because the firm
is a new one, born of a merger
this year between two His-
AYEAR OF CHANGE
panic firms, Castor Spanish
International (CSI) and Gar-
cia-Serra & Blanco (GS&B).
"Castor" is Castor Fernandez,
billing$,
the chairman and top sales-
man; "Garcia-Serra" is Al
Garcia-Serra, the CEO and
strategic marketer; and
"Blanco" is Julio Blanco, the
creative talent.
TRANSFORMS HISPANIC
Earlier this year HISPANIC
BUSINESS reported data pro-
vided by CSI and GS&B indi-
and top dog$
vidually (see "Strength in
Numbers," September 1989).
These numbers indicate com-
bined billings of $52.6 million,
which is close to the total bill-
AD AGENCIES
by Rick Mendosa
To understand the turmoil in this newly
business is probably 85 percent now."
volatile arena, HISPANIC BUSINESS identi-
Sosa was also the winner in some of the
fied the 20 agencies now handling the
year's biggest client shifts, which repre-
greatest amounts of Hispanic advertising.
sent considerable additional billings not
Our survey of business and ownership for
reflected in the company's statement for
the "top 10" billers in this group provided
its last fiscal year. Sosa picked up the na-
some surprising results.
tional Hispanic marketing business of both
The rapid growth of Sosa & Associates
Burger King and Coca-Cola USA from
in San Antonio-whose billings now rival
Castor GS&B (which as Castor Spanish
those of long-time leader Mendoza, Dillon
International had handled the Coca-Cola
& Asociados of Newport Beach, Califor-
USA account since 1983). The Burger King
nia-was such a surprise that several
coup was to some degree related to Sosa's
competing agencies found the numbers
planned affiliation
hard to accept. Sosa, which is the only top
with D'Arcy Masius
Lionel Sosa (seated) meets with his asso-
10 agency not located on one of the two
Benton & Bowles
ciates (left) AI Aguilar, vice president, ac-
ings of $55 million
coasts, had capitalized billings of $53.5
USA (DMB&B),
count management, and Ernest W. Brom-
the company claimed
million in its fiscal year ending June 30.
which is Burger
ley, executive vice president.
in response to our
Sosa substantiated this total by providing
King's general mar-
survey. Because only
comprehensive details in confidence to
ket agency. "They introduced us to Bur-
80 percent of Castor GS&B's business is
HISPANIC BUSINESS.
ger King," says Mr. Sosa.
in the Hispanic marketplace, the resulting
The nature of Sosa's business changed
Mendoza, Dillon, which had an outside
figure of $44 million places it third in our
dramatically this year as it took on the na-
accountant certify its billings, reported
ranking. And although Castor GS&B lost
32
HISPANIC BUSINESS DECEMBER 1989
the Coca-Cola USA and Burger King ac-
<<<<<
G
counts this year, it gained a biggie when it
won McDonald's from Conill Advertising.
for such proof initially seemed intrusive to
In fact, all the top 10 agencies cooper-
The U.S. Hispanic Report had called this
these mostly privately-held firms, in prac-
ated with HISPANIC BUSINESS by provid-
"the year's biggest coup," but that was
tice there was no better alternative.
ing information in one form or another.
before Sosa snatched away the Coca-Cola
Subsequently, HISPANIC BUSINESS did
And only one of the 20 agencies initially
and Burger King accounts.
request each of the agencies to certify its
surveyed-La Agencia de Orci & Aso-
When HISPANIC BUSINESS asked some
data. Five complied with the request.
ciados-refused to provide billings, reve-
of the top 10 to review and
comment on our prelimi-
nary survey of their com-
TOP
10
HISPANIC ADVERTISING
AGENCIES 1989
petitors' billings, we were
surprised to learn the de-
Name 8 Location
Percent
Percent
Total
Actual
Basis
Ownership/
Top
gree of uncertainty and lack
U.S.
Hispanic
Actual
Hispanic
Of
Affiliation
Three
of credibility that the figures
Hispanic
Ad
Billings
Billings
Actual
Clients
engendered. Almost every
Owner
Billings
($Mil) ᵃ
($Mil)
Billings
agency came in for criticism
Sosa & Associates
100b
100
53.5
53.5
Sosa &
DMB&B
GTE-Calif.
from its peers for "exagger-
San Antonio
Trinet
Anheuser-Busch
ating" the numbers. "The
Coca-Cola USA
degree of credibility with
billings," says one CEO who
Mendoza, Dillon
0d
100
48.6
48.6
CPA
WPP Group
Miller Brewing
Newport Beach, CA
Johnson & Johnson
requested anonymity, "is
Sears
very low, and unfortunately
[that is] justified. People do
Castor GS&B
100
80
55.0
44.0
Estimate
McDonald's
blow up their billings. It
New York
Anheuser-Busch
doesn't apply just to the
Procter & Gamble
Hispanic market-people
The Bravo Group
0
100
34.9
34.9
Estimate
Young &
RJR Nabisco
blowing up their billings is
New York
Rubicam
Warner Lambert
very much a part of the ad-
CPC/U.S. Army
vertising world."
Another agency head
Font & Vaamonde
51
100
32.5
32.5
Estimate
Grey
Procter & Gamble
New York
General Foods
said, "Everybody feels that
Coors
if they have lots of billings,
clients are going to see that
Bermudez Assoc.
100
100
29.6
29.6
CPA
-
AT&T
and say, 'Hey, this is an
Los Angeles
Disneyland
Bank of America
agency we should talk to."
A third CEO said, "They're
Noble y Asociados
0e
100
24.6
24.6
CPA
-
Procter Gamble
a lot of clowns in our busi-
Irvine, CA
Lenscrafters
ness. But we don't have any
Campbeil's Soup
reason to [inflate our bill-
Casanova-Pendrill
100
100
23.3
23.3
CPA
-
Calif. Lottery
ings], because it's not going
Irvine, CA
Pacific Bell
to give us any more busi-
General Mills
ness. I don't care if we are
number one or number 10,
Publicidad Siboney
51
100
21.2
21.2
Tax
Foote,
Colgate Palmolive
New York
Return
Cone &
Pepsi Cola
as long as we make a profit."
Trinet
Belding
Bristol Myers
everal agency heads
Conill Advertising
0
100
20.0
20.0
Saatchi &
Procter & Gamble
S
expressed apprecia-
Estimate
tion to HISPANIC
New York
Saatchi
Miles, Inc.
BUSINESS for insist-
Toyota, Inc.
ing on substantia-
(a) Year ends 12-31-88 for Mendoza, Dillon; Castor GS&B; Conill Advertising; The Bravo Group; Font Vaamonde; and Publicidad
tion of their figures.
Siboney. Year ends 4-30-89 for Bermudez Associates. Year ends 6-30-89 for Sosa & Associates and Noble y Asociados. Year ends
When we circulated
7-31-89 for Casanova-Pendrill. See sidebar for capitalized billings formula. (b) Sale of 49 percent pending to D'Arcy Masius Benton
our initial, unsubstantiated
& Bowles. (c) Trinet Company Database. (d) B (non-voting) stock 51 percent Hispanic owned. (e) Owner is U.S. resident
Mexican citizen.
billing figures, one of these
© HISPANIC BUSINESS, INC. Reprinting or copying all or part of this information requires written permission from HISPANIC BUSINESS, INC.
CEOs insisted that we re-
move his company from the list unless the
In this sea of mutual suspicions one
nue, or the names of its top three clients.
figures could be checked. He then volun-
agency stood apart. When asked to com-
"Our confidentiality policy does not allow
teered to provide a certified statement from
ment on Mendoza, Dillon's numbers, peers
us to supply the data you desire," wrote
his accounting firm if we would require
responded, "Yes-no questions asked,"
President Hector J. Orci. Nevertheless
the same from the other top firms. The
and "Close," and "Still the largest by far-
HISPANIC BUSINESS was able to estimate
chief financial officer at another firm even
just look at its client list." Mendoza, Dillon
La Agencia's approximate billings based
forwarded a copy of its U.S. Corporation
was one of the firms that provided either
on other sources of information and deter-
Income Tax Return (Form 1120) showing
numbers certified by an accountant or a
mined that it did not rank in the top 10.
gross receipts (sales). Although requests
tax return to verify its statements.
For those agencies that did not provide
HISPANIC BUSINESS DECEMBER 1989
33
The Sosa Principals:
Al Aguilar, Vice President Account Management
Lionel Sosa, President
Ernest W. Bromley, Executive Vice President, COO
The Principles
and Principals that have made
Sosa the Number One
Hispanic Ad Agency in the U.S.
The Principles:
Create advertising that sells.
Produce ads that talk with dignity and care.
Plan for tomorrow. Execute like there's no tomorrow.
Make our clients' goals our own.
Underpromise. Overdeliver.
Be thankful.
And We Are Thankful. First to The Number One Principals - Our Clients.
Anheuser-Busch
Centers for Disease
Coca-Cola Bottling
Incarnate Word
NCNB
Companies, Inc.
Control & O&M
Co. of the Southwest
College
Deepak Gupte
Jesse Aguirre
Fred Kroger
Toby Sommers
Dr. Louis J. Agnese
David Steele
Jim Estrada
Neill Cameron
Curt Leathers
Dr. Amy Freeman Lee
Brenda West
Carlos Santiago
Steve Rabin
GTE
KWEX-TV
Westinghouse
Burger King
Coca-Cola USA
Dave Sherman
Heberto Gutierrez
Electric
Gary Langstaff
Charles Morrison
Diane Hunsberger
Jon Yasuda
Corporation
Jeff Myers
Bonnie García
Josie Goytisolo
Robert Lukovics
Chris Carroll
Randy Cobian
Hiram-Walker, Inc.
Bill Wilde
Bill Donan
We Are Thankful to Our Own Principals - The Number One Team.
Becky Arreaga
Josie Garza
Shannon Mahavier
Anthony Orozco
Janine Richards
Mary Bean
Grace M. Godines
Kathy Maki
Patricia Perea
Teresa Roy
Jackie Bohmer
Norma Gonzales
Liz Martinez
Jane Peterson
Sandy Salinas-Smith
DeeAnne Bostic
Mark Gonzalez
Egda Mella
Antonia Pratt-Bell
Gail Serratt
Carlos Cintron
Alberto Gonzalez-Salceda
Lily B. Montealegre
Rosemarie Pratts
Noah Sifuentes
Michelle Cook
Carmen Hernandez
Pedro Morales
Adrienne Pulido
Patricia Simms
Rubén Cubillos
Laura Hernandez
Jorge R. Moya
Eupi Quiñones
Robert B. Sosa
Richard Gaona
Robert Herzik
Cynthia Muñoz
Jesús F. Ramírez
Olga Tabares
Tammie García
Norma Lopez
Lyn Nettleship
Lucy Renteria
Patsy Weser
Janie Noriega
We are thankful to our principal suppliers (too numerous to mention here - you know who you are).
Sosa&Associates
321 Alamo Plaza, Suite 300
San Antonio, Texas
78205
G
PICK ANY
substantiation of their billings, HISPANIC
agency representing them to the Hispanic
BUSINESS developed its own independent
market have majority Hispanic ownership.
NUMBER
estimates based on a variety of criteria.
Such relationships appear to be a trend
First, we determined at least the top three
within the trend to tie-ins with general-
sk advertising agencies what their
clients of each agency, and from separate
market agencies. Heads of some of the four
agencies with no general-market affiliation
ings of each. This provided an initial check
say they are approached "all the time to
on the billing figures provided by the agen-
sell." It's a question of the right price and
A
billings are and-with the rarest ex-
sources obtained the Hispanic market bill-
ceptions-they will be delighted to
tell you. For one thing, it's a simple
matter to come up with a number. Any
number.
cies. Then we took it one step further.
controls, some of them say.
Using financial services to which HISPANIC
One reason it is hard to get reli-
"In the beginning nobody paid any at-
able, consistent billing figures is that
BUSINESS subscribes, we were able to ob-
tention to this market," one of these indi-
people use the term "billings" in two differ-
tain separately the revenues for several of
viduals reflects. "Now when the budgets
ent senses. In the narrow sense it means the
the firms (the direct relationship between
are getting up there, they're saying, 'In-
cost to clients for advertisements that agen-
revenues and capitalized billings is ex-
stead of the budgets leaving my agency,
cies place in the media. The broader mean-
plained in a sidebar to this article). Al-
I'll just buy one.' Of course people have
ing, which the American Association of Ad-
though we would have preferred a consis-
been knocking at our door. Everybody is
vertising Agencies (AAAA) calls "capitalized
tent basis for ranking all the agencies, this
having their doors knocked on."
billings," represents both media billings and
task proved impossible, given both the
Aside from Mendoza, Dillon, the Conill
nonmedia income, such as from promotions.
variety of sources required to gather the
agency, and the Bravo Group, all the top
Most agencies prefer to talk about their
capitalized billings for two reasons. In the
results and the firms' different fiscal years.
Hispanic agencies are Hispanic-owned. A
first place it is the industry standard. It also
his year the trend toward general-
spokesperson for Edward J. Noble, Jr., the
is a larger figure. So that was the figure we
T
market agency affiliation intensi-
owner of Noble y Asociados in Irvine,
tried to obtain.
fied. Six of the top 10 Hispanic
California, says the firm "has nothing to
It turns out that the amount of capitalized
agencies-60 percent-are now
do" with Noble y Asociados Mexico, which
billings is a precise and easy number to get-
affiliated in one way or another with
Mr. Noble, Sr., founded, but which
if you know the agency's revenue. That's be-
general-market agencies. These
DMB&B now owns. Mr. Noble, Jr., he
cause an agency's capitalized billings are a
are not just any general-market
adds, is "a Mexican citizen and a legal
simple multiple of its revenue. However, most
agencies. They are rather the biggest of
resident of this country."
Hispanic agencies are privately owned, and
the big-the smallest among the six agen-
Ferrer/Ad America, which ranks in the
like many privately-held companies they
freeze up when you ask what their revenue
cies with ties to one of the top Hispanic
top 20 Hispanic agencies, also has an
is. Nevertheless, several commercially avail-
agencies does more than $2 billion in
unusual form of ownership. "It is unique,"
able data bases to which HISPANIC BUSINESS
annual billings. All six general-market
comments President Carl Kravetz, "in that
subscribes provide information on revenue
agencies are themselves in the top 10 of
it is 50 percent U.S. Anglo-owned [Davis,
even for private companies.
the U.S. market. The largest is the giant
Ball, and Columbatto] and 50 percent
The AAAA developed the standard mul-
WPP Group, which
Mexican [Grupo
tiple of 6.67 times gross income or revenue
purchased Mendoza,
Ferrer]. It is not any
to facilitate comparisons between agencies
Dillon several years
part U.S. Hispanic.
with different mixes of income from media
ago. Conill Advertis-
It's the first Mexican
and promotion work.
ing is owned by
Why 6.67? Because it's the reciprocal of
company to export
Saatchi & Saatchi
15 percent; 15 percent of 6.67 is 1.00. That is,
its services, as op-
the formula is a shortcut treating income from
and Bravo Group by
posed to goods, to
promotions and other non-media work as if it
Young & Rubicam.
the United States,"
were from media placements, which are
The other three
Mr. Kravetz says.
generally 15 percent of media costs. If you
Hispanic agencies
Ferrer/Ad Amer-
know the gross income, you can find the capi-
with ties to general-
ica may also be un-
talized billings by multiplying income by 6.67.
market agencies
usual in that it is
Conversely, if you know the capitalized bill-
have retained a de-
making good use of
ings, you can find the gross income by multi-
gree of independ-
a public relations
plying them by 15.
ence by keeping 51
firm (Gelman &
For example, says Don Ambuhl, AAAA
percent Hispanic
senior vice president, "Let's say you have two
Gray Communica-
agencies, and both of them have the same
ownership. These
tions). Good public
gross income, say $100,000. Agency One does
agencies are Sosa &
relations in publiciz-
it all in media, and SO since its revenues pre-
ing true billing fig-
sumably equal 15 percent of media costs, it
Mendoza, Dillon's management team are,
ures seems to be
has billings of $667,000. The second agency
clockwise from the top, Andrew Sullivan,
sorely lacking in this branch of the adver-
with $100,000 of gross income does only about
Robert Howells, Richard E. Dillon, Eduardo
tising industry. At first this seemed strange,
$100,000 in media billings and a lot of work in
Del Rivero, and Deborah Gagne.
considering how adept these firms are at
collateral areas-sales promotions, cata-
blowing other people's horns. But the
logs, annual reports. Its billings of $100,000
Associates, Font & Vaamonde, and Pub-
answer to the puzzle probably lies in that
in media mean $15,000 of gross income. The
licidad Siboney.
other $85,000 of gross income [comes from
rhetorical question first asked more than
fees of] $85,000. But it has exactly the same
However, some major advertisers, in-
400 years ago: "Who is worse shod than
gross income as the first agency."
cluding McDonald's Corp., insist that the
the shoemaker's wife?"
H
36
HISPANIC BUSINESS DECEMBER 1989
BETWEEN 1990 AND 2010,
HISPANICS WILL
ACCOUNT FOR 42%
OF NEW POPULATION
GROWTH IN THE
UNITED STATES.
- U.S. CENSUS BUREAU
In 2010, there'll be nearly 40
want your sales to do the same
the first language of 94% of
million Hispanics in the U.S.
thing, now's the time to con-
Hispanics in this country.
More than double today's total.
tact your UNIVISION sales
Maybe that's why 25 of the
And now is the time to
representative.
top 25 national advertisers
establish your franchise with
UNIVISION makes it SO
advertise on UNIVISION.
this increasingly important
easy to break into this ex-
We're far and away the most
market.
ploding market. We cover 85%
effective Spanish-language ad-
Already, U.S. Hispanics
of the country's Hispanic
vertising medium in the country.
have $171 billion in purchasing
households. In fact, we cume
For the best in Spanish-
power. And that's just the be-
75% of Hispanic TV house-
language news, entertainment,
ginning. Over the next couple
holds in one week.
children's, sports and variety
of decades, that figure is going
Most important, we talk
programming, there is only
to go through the roof. If you
their language. Spanish is
one television network.
UNIVISION IS HISPANIC-AMERICA'S TELEVISION NETWORK.™
New York (212) 826-5200; Chicago (312) 944-2199; Los Angeles (213) 859-7200; San Francisco (415) 392-2006;
Dallas (214) 869-0202; Detroit (313) 540-5705; Miami (305) 444-0800; Orange County (714) 474-8585
Sources: U.S. Bureau of the Census, "Projections of the Hispanic
Population: 1983 to 2080," Current Population Reports, Series P-25, No. 995,
table 3, projection series 17, 1986; Strategy Research Corporation:
Advertising Age.
MEDIA
losses for at least the next three years."
BUSINESS developed for 1989-$240 mil-
His reasons for recommending Tele-
lion in advertising is directed to Spanish
mundo stock apply equally to the com-
language stations out of a total $26 billion
pany's larger rival, Univision Holdings, Inc.
budgeted for TV advertising. "We believe,"
Ms. Reif says, "Hispanic television adver-
Item: Networks
tising potential could be over $1 billion."
Both Univision, which is owned by Hall-
mark Cards, Inc., and Telemundo, which
was formed by Saul Steinberg's Reliance
Invest in
Capital Group and then split off as a sepa-
by Steve Bergsman
rate public company, are competitive, cau-
tious, and committed to growth. The two
companies circle each other, snarling,
Nielsen Ratings
taunting, and parrying blows as if they
were heavyweights in a championship
boxing match. Each wants what the other
has-the network audience. From Los
Angeles to Houston to Chicago to New
The member stations of both networks are
York and in the many towns between, Tele-
expected to attain a positive net cash flow
mundo and Univision go head to head in
Will Their
for several reasons-their parent compa-
the fight for the Hispanic viewer.
nies have deep pockets; Hispanic TV view-
Despite this adversarial relationship, the
ers, advertisers, and rates per spot have
chief executives of both companies wisely
increased; and most importantly, they have
determined that the only way either was
a largely untapped advertising market.
going to succeed in the pursuit of ratings
Audience
So far, Strategy Research Corp. (SRC)
was through cooperation. The two compa-
of Miami has been the only
source of nationwide surveys
covering Hispanic viewership. Of
the 20 million Hispanics in the
Measure Up?
United States, SRC says that a
rough average of 70 percent-or
about 7 percent of the U.S. popu-
lation-watch Spanish language
television. But this has been
hard to prove.
M
As Peter Roslow, director of
marketing for the Telemundo
aybe, just before this year ends,
Group, puts it, "SRC says 70 per-
Spanish television should throw itself a
cent of Hispanics who watch TV
party. After all, the major networks are re-
are watching Spanish language
porting gains in almost all areas: new sta-
television. If you look at the
tions have been coming aboard, more
Nielsen or Arbitron numbers
sponsors are advertising, new shows are
(which measure Hispanic viewer-
airing, and revenues are increasing. For
ship in selected cities only), those
the first time Spanish language stations will
may show the reverse-that 30
even get reliable ratings. Things look SO
percent are watching Spanish
good that one might ask what more Span-
language television. What is the
ish television could wish for.
truth? The advertiser looks at
How about making money?
those numbers and says, "Either
That will come, but it won't be happen-
Nielsen is closer to the truth or
The Emmys he won as general manager of WLTV in
ing this year. Or even the next year. As
both numbers are SO crazy I don't
Miami surround a beaming Joaquin Blaya, presi-
with other new media ventures, it takes
believe either."
dent of the Univision Network.
time to build profitability in the Hispanic
This lack of numbers from a
television market. The state of this market
generally acceptable ratings source has
nies hunkered down recently to solve that
can best be summarized by the words of a
hampered Spanish language TV's ability
problem. Together they will pay A.C.
stock analyst who follows Telemundo
to attract advertisers. According to Jessica
Nielsen $18 million over five years to de-
Group, Inc., one of the two major Hispanic
Reif, vice president of international re-
velop a state-of-the-art measuring service
networks: "We recommend purchase of
search for CL Global Partners Securities
for Hispanic viewership. Although growth
Telemundo Group, despite estimated
Corp.-and based on numbers HISPANIC
and programming were in the fast-forward
38
HISPANIC BUSINESS DECEMBER 1989
Quality is Job 1.
40
50
55
30
0
0
0
60
3
20
60
80
UNLEADED FUEL ON
2
4
70
100
40
1
F
RPM X 1000
5
0
0
0
4
9
7
10
120
1/2
20
80
6
km/h
MPH
E
ON
RESUME
SET
ACCEL
OFF
COAST
Profile in quality #8:
Control.
At Ford, Mercury and Lincoln every car and
truck we build is designed to put the driver
in control. It's called human engineering-
the interaction of man and machine. From the
feel of the road, to the feel of the wheel, to
the touch of a button, its objective is to
provide the driver with comfort, confidence
and ease of operation. When quality is job 1-
you don't do it any other way.
Ford, Mercury, Lincoln, Ford Trucks.
Our goal is to build the highest quality cars
and trucks in the world.
Ford
Buckle up-together we can save lives.
MEDIA
mode for Spanish language television
1993. This doesn't appear to be a major
lion, up from $55 million the year before;
during 1989, this was the industry's most
concern because cable television stations
in Puerto Rico, the company should see
important accomplishment. The new serv-
typically lose money in the early years, but
$50 million, an increase of about $4 mil-
ice, which will initially be tested in Los
once they pass the break-even point they
lion or $5 million over 1988. "Puerto Rico
Angeles, will cover not only Univision and
accumulate a tremendous amount of lev-
is a mature market with gross increases of
Telemundo but all the other networks as
well, including ABC, CBS, and NBC.
"In the past we would go to an adver-
tiser and say, 'Well, I do have some ratings
from some special studies," Telemundo's
Mr. Roslow says, "and advertisers would
scratch their heads and say, 'Fine, but I'm
not familiar with that company.' Now, we're
playing by the same ground rules as ev-
erybody else."
Mr. Roslow figures that Spanish lan-
guage television gets about 1 percent of
ad budgets nationally, and that by a very
conservative estimate 50 percent of His-
panics watch either Telemundo or Univ-
ision. So if 10 percent of the population is
Hispanic, Spanish language television
should be getting 5 percent of TV ad budg-
ets. But even if Spanish language televi-
sion gets only half that, Telemundo and
Univision will increase terrifically. "The up-
side is 2.5 to 5 times the revenues we get
today," Mr. Roslow says.
Anchor Maria Elvira Salazar boosts Telemundo's ratings by interviewing personalities
Henry Silverman, the president and
from the Hispanic community like Mexican Attorney General E. Alvarez de Castillo on the
CEO of Telemundo, says getting Nielsen
set of "Noticiero Telemundo/CNN."
to rate the Spanish language TV stations
was one of four major goals for his com-
erage. The good news is that the company
6 to 7 percent a year," Mr. Silverman ex-
pany this year.
has made big strides toward positive cash
plains. "The United States is where the real
flow, and Global Partners' Ms. Reif expects
growth is, and that is 50 percent a year."
T
Telemundo to reach that goal in 1990.
Sales growth was seen in network buys,
Mr. Silverman adds that the company
up 70 percent, and national spot buys
elemundo was formed in 1986 when
will cover all of its cash expenses for the
(including affiliates), up 42 percent. Be-
Reliance Capital Group bought John Blair
first time in 1990, but does have a lot of
sides bigger expenditures by old corpo-
& Co. and renamed it Telemundo. The
noncash interest. "If we were paying on all
rate sponsors such as Procter & Gamble
company kept Blair's Spanish language
the interest on all the debt, we would not
and Anheuser-Busch, Telemundo grabbed
television stations in Puerto Rico and Mi-
cover," he says, but "we don't have to start
51 first-time advertisers on network and
ami and divested Blair's other assets.
paying cash interest on the debt until 1992.
local stations.
Through further acquisitions, Telemundo
We obviously have two more years in which
The company's fourth major goal was
built an organization including a network
to generate more cash flow to cover the
to get a bigger share of the audience, and
of owned and operated television stations
cash interest that starts in 1992. Our cash
this it has done also. Telemundo estimates
and a large number of affiliates. When San
flow this year is up about 20 percent from
that its share of Hispanic viewers rose
Antonio came on line this year, the com-
what it was last year."
considerably, from the low 20s in 1988 to
pany reached 75 percent coverage of U.S.
Still, Telemundo is strapped for cash.
the high 30s this year.
Hispanic viewers-the company's second
With equity of just $13.3 million as of June
Mr. Silverman frankly says a major con-
goal for this year.
30, its debt of $300 million was a heavy
cern was that Telemundo's share of audi-
Unlike Univision, Telemundo is a pub-
burden. Telemundo raised $30 million this
ence was so low in many parts of the coun-
licly-traded company. Its revenues are ex-
fall in two sales of new stock to another
try that it was expedient for an advertiser
pected to reach $121 million this year and
Steinberg-controlled company and to Co-
to completely dismiss the company's sta-
$142 million in 1990, but net losses will
lumbus Savings and Loan Association
tion or station affiliate. "It was real easy for
continue to be high-about $44 million or
(which owns 17 percent of the network).
an advertiser to say, 'You know, if I want to
$2.57 a share this year, and $43 million or
Telemundo improved its cash flow by
advertise in Spanish I don't have to buy
$2.52 a share in 1990. Losses to date total
achieving Mr. Silverman's third goal, which
Telemundo, I'll just buy Univision. They
approximately $115 million. Neither Mr.
was to boost advertising sales about 50 per-
have 80 percent of the market.' It was eas-
Silverman nor the industry analysts expect
cent. In the continental United States,
ier to deal with one company. Our strategy
Telemundo to turn a profit until 1992 or
Telemundo's sales will be about $80 mil-
versus Univision was just to survive."
40
HISPANIC BUSINESS DECEMBER 1989
Telemundo improved its numbers by
bringing billings to about $160 million.
ision's goáls was to get the right managers
improving its programming. The first thing
Like his counterpart at Telemundo, Mr.
in place at all the stations; WXTV has gone
it did was orient itself to what was coming
Grimes had sketched out a number of
through a series of four general managers
from Mexico rather than to the Caribbean
broad goals for his company this year. One
in the past two years.
programming that was originating in
was the Nielsen ratings survey. His sec-
Puerto Rico. Second, it boosted the num-
ond goal was to improve programming, and
ber of its programs produced in the United
a third was to get the right people and
States, both internally and by other com-
management in place at the stations.
n a more positive note, Univision's
panies such as CNN and MTV.
While these goals were all met, Mr.
1989 goal of improving programming ap-
Telemundo's most popular show is
Grimes is not entirely thrilled with the way
pears to have been met. Some of its new
"Cine Millonario," which airs every night
the year progressed. Because of Univ-
shows include "Cristina," an Oprah Win-
from 9:00 to 11:00 p.m. The show consists
ision's massive debt -$500 million, of
frey-type show; "Portada," with a news
of mostly first-run, action-adventure mov-
which half is at high junk bond rates-the
magazine format; and "Desde Hollywood,"
ies from Mexico and is seen by about 4
network will be lucky to break even this
similar to "Entertainment Tonight."
million people. It has attracted such major
year. Although the company increased
Joaquin Blaya, the president of Univision,
national advertisers as Procter & Gamble,
revenues by 12 percent, it was looking for
Inc. (the company's network division),
Coca-Cola, and McDonald's Corp.
18 percent. Of the two operating arms of
notes, "We want to create a balance be-
Univision, Telemundo's major competi-
the company, the station group was up only
tween the programming that we were
tor, was formed in 1988 when Hallmark
6 percent, while the network improved by
purchasing in Latin America and the pro-
20 percent. "We did
gramming that we produce here." Mr.
OK this year, but not
Blaya, who heads the Univision network,
as well as I wanted
says he will do better than the 20 percent
to," Mr. Grimes as-
Mr. Grimes expects. "We were projecting
sesses. "The net-
25 percent, but we are way beyond a 30
work had a very
percent increase over last year, and we'll
good year and will
be in the mid 30s by the end of the year."
exceed its revenue
Univision, which gets 75 percent to 80
budget, but the sta-
percent of all dollars earmarked for Span-
tions will probably
ish television, was able to celebrate big
miss their revenue
gains in certain advertiser categories.
budget by 10 per-
Import car spending was up significantly,
cent. Despite our
according to Raul Toraño, senior vice presi-
making more
dent of sales, with Toyota leading the way.
money for the com-
Nissan is testing the market. The toy in-
pany in 1989, we did
dustry manufacturers and retailers also in-
not do as well as I
creased their spending significantly.
wanted. It was a year
Old standbys improving ad budgets
where we put a lot
were Pepsi and Coca-Cola. Another com-
of money into our
pany investing more in Spanish television
people and product,
was Ralston Purina, for both its cereal and
and we did not get
pet food divisions.
as much out of the
Univision should do equally well next
marketplace as we
year because it will be carrying World Cup
had hoped."
Soccer, probably the biggest, most impor-
Bill Grimes, president and CEO of Univision Holdings, says Univ-
Univision's New
tant sporting event in the world next to
ision did OK this year, but not as well as he had hoped.
York station WXTV
the Olympics. Honda has already signed
provides a good ex-
on as a major sponsor for $1 million. Pro-
purchased Spanish International Network,
ample of what Mr. Grimes is talking about.
gramming should start just in time for the
a company that provided programming,
The goal for 1989 was to be up 30 percent,
beginning of the Nielsen experiment-
broadcast operations, and representation
which admittedly was very aggressive
which will be tested in Los Angeles.
for a group of Spanish language stations
since the station has never grown more
This year turned out to be a good one
Hallmark had bought earlier in 1986. The
than 13 percent in one year. This year
for Hispanic television companies, but ex-
two companies combined to form Univision
WXTV will be up 20 percent, which is a
ecutives at Telemundo and Univision ex-
Holdings, Inc., which owns nine stations,
record, but still does not reach its goal.
pect even better next year. They have high
has 531 affiliates, and reaches 85 percent
Mara Rankin, the general manager of
hopes that the Nielsen test run in Los
of the Hispanic market. Gross billings for
WXTV, says, "Next year we are hoping to
Angeles will be successful, and both net-
Univision in 1988 were about $143 million.
come out of the box with the biggest boom
works hope to convince advertisers to in-
Bill Grimes, the president and CEO of
year we ever had. Next year I do expect 30
vest in their programs in numbers that
Univision Holdings, Inc., estimates that the
percent growth." Part of the problem in
approach the percentage of Hispanics in
company will be up 12 percent this year,
New York was personnel. One of Univ-
the general population.
H
HISPANIC BUSINESS DECEMBER 1989
41
PRESS
B
greatest growth, is from Colombia, the
etting on Print
Dominican Republic, Ecuador, and Cuba.
Therefore while El Diario wants to mini-
mize loss of its assimilating Puerto Rican
readers, the paper will be tailoring its news
For years newspapers and magazines
mix to satisfy the new arrivals too.
The El Diario team sees equally bright
have been eating dust in the race for
opportunities for ad revenue growth. "Pe-
America's Hispanic market advertising
ter is optimistic-he's talking about 50 per-
cent [annual] growth in advertising dol-
dollars, but that may be changing.
lars-but you know, 20 percent doesn't
sound SO farfetched," Mr. Ramirez muses.
Some back-of-the-envelope arithmetic says
By Janet Glasheen
such growth would push El Diario's ad
revenues to nearly $40 million within five
years. (This is based on Mr. Ramirez's
ballpark figure of $20 million in total reve-
ndustry analysts say print will soon
in the United States-since 1913." And
nues for 1989, which translates into $15
have its day, and recent acquisitions
Morgan Stanley's study of the Hispanic
million in advertising revenues, assuming
and startups indicate many entrepre-
newspaper market in New York showed
the 75/25 percent split between ad and
neurs are betting on just that.
"just unbelievable growth in the number
circulation income that industry analysts
of people in the market, as well as very
typically apply.)
El Diario/La Prensa; New York
quick growth on the economic front for
"Yeah, yeah, pull the baseball story
our reader demographics."
E
l Diario's live wire publisher worked
hard to get his paper marginally into
then!"
New York receives 100,000 Hispanic
the black in 1987, and has achieved
The accent is pure New York. The good
immigrants each year, and El Diario's strat-
steady expansion in circulation and adver-
natured man doing the shouting--while
egy is to win that market growth. "Even if
tising. But this recent growth doesn't
talking on two phones-is Carlos Ramirez,
we convert only 10 percent of the new
approach the jet-propelled rise he and Mr.
publisher since 1984 of New York City's
growth, based on our current circulation
Davidson now envision, and it clearly
venerable daily Spanish language news-
of about 60,000, our volume will increase
didn't satisfy the Gannett Company. What
paper, El Diario/La Prensa.
will change?
Mr. Ramirez, together
As Mr. Davidson sees
with the paper's new Presi-
it, the paper suffered a
dent Peter Davidson and
malady common among
contributing partner Ru-
Hispanic newspapers and
pert Phillips, just bought
periodicals-insufficient
El Diario from the Gannett
funding. Many Hispanic
Company for an estimated
KEEP OUT
newspapers aren't charg-
$20 million.
ing ahead as they might
Mr. Davidson, a Har-
because "they aren't well
vard MBA and former
capitalized, often because
Morgan Stanley specialist
they're new to their mar-
in newspaper industry
kets," he observes.
mergers and acquisitions,
"Gannett in early 1981-
had helped Mr. Phillips
82 had intentions of tak-
buy three small dailies
ing this paper nation-
from newspaper publish-
wide," Mr. Ramirez goes
ing giant Gannett. Then,
on. "But in the boardroom
when El Diario became a
a decision was made to
possibility, the two men ex-
change their priorities to
citedly formed a partner-
a new baby. You might
ship and rushed to bring
know the name: USA To-
Mr. Ramirez in on the deal.
day. So all of a sudden El
"I wanted to be in a mar-
The proud parents of El Diario, Publisher Carlos Ramirez (left) and Presi-
Diario was put in a hold-
ket I felt was very strong, a
dent Peter Davidson, admire their new "baby."
ing pattern, and all re-
growth market," says the
sources were put behind
tall, bespectacled Mr. Davidson, "and
14 percent a year," Mr. Davidson says
USA Today. They went with what they felt
that's why this was absolutely perfect. The
happily. Traditionally the city's Hispanic
more comfortable with, and what they
name El Diario is a true franchise name
population was overwhelmingly Puerto
were familiar with."
in this market. It's the oldest Spanish daily
Rican, he adds, but the "new blood," and
Mr. Ramirez says this lack of funding
42
HISPANIC BUSINESS DECEMBER 1989
TELEMUNDO
CHALLENGES
His
1000
LINSPANSE TVAGE TV
Telemundo
tops
& New
TEL EMUNDO
is start-
41% in Source: Phila. M-F, Share 4PM-11PM; of Spanish All others: TV Viewing M-S, Sign-on/Signoff,
UNIVISION-
York ing to and feel the heat. S.R.C. May 1989
®
TELEMUNDO
Sales Offices:
New York
Los Angeles
Miami
San Francisco
Chicago
Dallas
212-492-5500
213-658-6868
305-854-5151
415-421-4848
312-321-1911
214-661-2560
PRESS
made El Diario (and other Hispanic pa-
tal, Hombre de Mundo, and Harper's Ba-
wanted to complete it with magazines."
pers) "a little slow in getting organized to
zaar. Additionally, the company publishes
While Mr. Sanchez is chairman of APG's
get their message across, whereas the
Harlequin and Barbara Cartland romance
board, former DeArmas executive Gus-
broadcast side has got very sophisticated
novels, Walt Disney comics, and count-
tavo Gonzalez-Lewis runs the operation
and is out there really stimulating the ad-
less text and reference books. Most of its
in America as president and CEO.
vertisers and the market." El Diario was
sales are in Latin America, but the com-
therefore unable to meet Gannett's target
pany also reports monthly ABC audited
return on revenue, he explains. "The Gan-
paid circulation of about 250,000 for its 13
A
bout APG's plans for growth, Ex-
ecutive Vice President and Chief
Operating Officer Carlos E.
nett Company on average makes more
magazine titles sold in the United States.
Gonzalez says, "In spite of economic and
than 30 percent return on revenue. Most
APG (formerly Venezuelan entrepre-
political problems in Latin America, we
of their papers are in towns where they're
neur Armando de Armas's DeArmas Pub-
feel there is enormous potential there. The
the only paper. But for the big city papers
lishing Group) was acquired recently af-
middle class is growing very fast, and it's
it doesn't work that way. We're sharing
ter a year of negotiations by Grupo Anaya
the middle class that reads the most." And,
the advertising dollars
he adds, "APG's acquisi-
with stiff competition, SO
tion by Grupo Anaya
naturally the return on
makes it possible for us
advertising is not as at-
to enter the Spanish mar-
tractive."
ket." The company has
ow that El Diario
N
already begun distribut-
is focused on
ing in Spain and intro-
growth, what are
duced a new product
management's priorities?
there-PC Magazine en
They have just converted
Español. They plan to
totally to state-of-the-art
place this magazine in
computerized publishing.
the Latin American and
This $700,000 system
U.S. markets as well by
"should save us more
mid-1990.
than half a million dollars
But U.S. Hispanics
in the first year," Mr.
are probably the fastest
Ramirez gloats. "We can
growing segment in
view ad layouts and
APG's broader market,
sketches with advertisers
and therefore the pri-
on the screen-without
mary growth target.
paying for artwork or
The executive team of APG includes (from left) Guido M. Alvarez, VP ad sales;
About APG's goals in the
committing to the compo-
Manuel Blanco, VP and CFO; Carlos E. Gonzalez, EVP and COO; Alberto
United States, he says,
sition"-and charge
Abdo, VP marketing; and Mario G. Palacio, VP promotion and PR.
"We want to diversify
more competitive rates in
and grow, but only in
the bargain.
S.A., one of the biggest book publishing
magazines, the business that we know. We
"Hopefully by next year we'll be talk-
companies in Spain. With the addition of
have just come out with a new title-De
ing about our outrageous tripling in size
APG, the Madrid-based Grupo Anaya
Todo. We will also be introducing the new
and saying, 'How the devil did it happen?"
(which includes 40 book publishing com-
PC magazine, and we are negotiating the
Mr. Ramirez shouts cheerfully as he takes
panies) now controls a distribution net-
acquisition or development of three oth-
another call.
work in virtually every Latin American
ers," which are "well known."
country and the United States.
APG also aims to expand by intensify-
America Publishing Group, Inc.; Miami
Some have said DeArmas, with uncon-
ing its activities in both circulation and ad
Meanwhile, to the south in Miami, Al-
firmed reported sales of $67 million in
sales. APG's U.S. ad revenues had been
berto Abdo speaks with calm dignity from
1988, sold for $300 million-a figure Mr.
growing steadily even before the acquisi-
his executive office in the modern white
Abdo claims is "greatly exaggerated." As-
tion, and represent a disproportionately
corporate headquarters of America Pub-
suming a multiple of 1.5 times revenues,
large 10 percent of the company's world-
lishing Group, Inc. (APG). Mr. Abdo is
it might have been closer to $100 million.
wide total, which was 20,000 pages in 1988.
vice president-marketing of this newly-
Grupo Anaya also recently acquired a
(By comparison, U.S. circulation is be-
named company, which with more than
major newspaper in Madrid- Sol-and
tween 2 and 3 percent of APG's total.)
50 titles-many licensed from The Hearst
has been negotiating to buy one of the
While the company has not changed its
Corporation and others-is the largest
three public television stations in Spain as
basic structure or staff of 2,000, it has
Spanish language magazine publishing
well. Mr. Abdo says German Sanchez-Rui-
added a U.S. marketing department, in-
group and network of distribution compa-
perez, the founder and chairman of Grupo
cluding Mr. Abdo, and a new director of
nies in the Americas.
Anaya, "wants to become a decidedly
sales for the United States-Enrique
APG's annual circulation exceeds 100
important factor in Spanish language com-
Perez. Mr. Perez formerly held a similar
million copies of such magazines as Cos-
munications worldwide. Mr. Sanchez has
post with Diario las Americas, a large
mopolitan en Español, Vanidades Continen-
books, a newspaper, television, and he
Spanish language newspaper in Miami.
44
HISPANIC BUSINESS DECEMBER 1989
PRESS
Univision's Más; New York
had been nothing sufficiently powerful in
Roger Toll is a man who doesn't just
Spanish language [for the mass market]
hear. He listens. He doesn't just look. He
to attract a wide range of advertisers.
sees. Put him in a new country and in a
"Also," he says, "we had to solve the
short time he can describe its people with
problem that Hispanics have not been big
great insight.
magazine readers in this country. My con-
Mr. Toll-an international magazine
tention is, again, because the mass mar-
start-up specialist and former editor/pub-
ket had not had anything that was tremen-
lisher of the English language Mexico City
dously relevant."
News-was the man the Univision Span-
Once Univision management gave the
ish television network called in early 1988
go-ahead for Más-which had been billed
when they had a question about U.S. His-
as Ahora before a trademark conflict
panics. The question was, "Should we
nipped that choice-they got involved only
launch a magazine or newspaper for His-
at a few stringent "drop-dead" checkpoints,
panics, and if SO what should it be like?"
and made Mr. Toll publisher and editor-
r. Toll traveled all that hot sum-
in-chief.
M
mer to find out. He saw and lis-
Two guiding stars among the stellar
tened to people in every region,
staff he handpicked during that year are
Más Publisher and Editor-in-chief Roger
from many Hispanic groups. His answer
Managing Editor Enrique Fernandez and
to Univision's question was Más, a quar-
Toll (left) and Managing Editor Enrique
Design Director Roger Black. "Enrique
Fernandez.
terly national magazine in Spanish that
was senior editor of New York's Village
went out to a list of 600,000 subscribers in
magazine had to avoid the problem oth-
Voice and was writing a book about all the
September after an intensive circulation
ers had died of. Más had to have a big up-
Hispanic communities in the United
drive on the Univision network. Más will
front investment to succeed with adver-
States," Mr. Toll recalls. "He wrote a col-
have free "controlled circulation" for the
tisers. To get the needed circulation, Más
umn about Hispanics called 'El Norte,' a
first year. It wants to be what Mr. Toll and
had to have "a wonderful product" and
wonderful column. He spoke of the com-
Univision believe U.S. Hispanics are:
promotion. "Creative Spanish language ad-
munity in a way I really appreciated-
friendly, lively, stylish, and thoughtful, ex-
vertising isn't just out there," he explains.
beautifully, honestly, with tremendous love
pressing both the variety and unity of the
"What we have to do is convince people to
and no apologies. This was his beat, and it
U.S. Hispanic spirit.
make Spanish language creative, and there
was fabulous."
Mr. Toll told the Univision brass their
hadn't been much of that because there
Mr. Black had been art director of Roll-
ing Stone, the New York Times, and
How the Experts Evaluate Potential Print Acquisitions
Newsweek, and had recently worked with
Mr. Toll on a magazine startup in Mexico.
They're not as eager as TV game-show
historical performance was considered a
Mr. Toll himself is a native of Los Angeles
shoppers with two minutes to fill their
good rule of thumb for the future. Today,
with degrees from Johns Hopkins Uni-
grocery carts free in a supermarket. But
though, and particularly in the print mar-
investors are actively interested in acquir-
ket, there is so much opportunity for
versity and the University of Southern Cali-
ing Hispanic magazines and newspapers.
growth and value creation that the past
fornia. He has worked for many of the big
What are they paying, and how are they
can't be expected to influence the future,
name magazines Más expects to share the
setting their prices?
and heavy reliance on multiples only in-
newsstands with-including Vogue, Van-
Arthur Lipper III at Lipper Financial
creases the likelihood that you will miss
ity Fair, and House & Garden.
in New York reports that most recent maga-
out on good opportunities. Print evalu-
Now that Volume 1, Number 1 is out,
zine acquisitions have been priced at one
ations should be forward looking, not back-
what next for Más? A telephone poll, fo-
to two times revenue, with some going for
ward looking.
cus groups (where observers behind a one-
as much as three and some as little as one.
In fact, Mr. Stone insists the financial
way mirror will watch subscribers discuss-
He believes, however, that multiples of cash
side of the business should be analyzed
ing their reactions and wishes for the
flow (operating profits plus tax credit for
only after careful examination of the fol-
magazine). "A lot of this is obviously long-
depreciation) are more accurate measures
lowing fundamentals: "Is the target mar-
term thinking," Mr. Toll points out, "be-
of value, with recent prices ranging from
ket growing? Are the demographics attrac-
cause we don't want to do just one maga-
eight times cash flow up to 20 or more, de-
tive? How well does the publication reach
zine. We'd like to get into a lot of maga-
pending on how closely the company's
and serve the target market? How does it
zines. But we need to know what that
current profits related to projected ones.
fare against its direct and indirect competi-
market out there is all about."
L. Mark Stone, a senior vice president
tors? Are there quality editors in touch with
Will the Telemundo Spanish television
and specialist in media corporate finance
their readers? Are the salespeople good
people follow suit? "Who knows? I do know
with Henry Ansbacker, Inc., in New York,
marketers, not just order takers? Are the
it's very important for both of these com-
handles small and not-so-small acquisitions.
administrators interested in empire-build-
panies right now to see cash flow because
He has this advice on how to determine
ing, or in making things easy for everyone
they're both recent purchases," Mr. Toll
value: "The last thing you should do in
else? And finally, does top management cre-
determining value is rely on multiples of
ate an environment in which people are
concludes. "I've really got to hand it to
revenues or profit." Traditionally, he says,
eager to do their best?"
Univision for having the guts to take on a
whole new area of communications." H
HISPANIC BUSINESS DECEMBER 1989
45
prise to anyone watching the U.S. car
base price of $35,000-nearly $10,000 less
market. As the Japanese manufacturers
than the base price of a $44,850 Mercedes
saw their profits squeezed in recent years
Benz 300E and $20,000 less than a BMW
DEALS
by a rising Japanese yen and continued
735i. An LS 400 with all options would cost
voluntary quotas on exports to the United
$43,300. The less expensive Lexus will be
States, Honda, Toyota, and Nissan decided
the ES250 sedan, with a base sticker price
to investigate the upscale market, which
of $21,050.
offered both higher per-car profits and
Nissan followed the Lexus introduction
1990:
Luxury
Cars-A
Buyer's
Market
The world's
leading car
makers position
themselves to
Sales of the sleeker, quieter Lincoln Town Car, the most expensive car in Ford's lineup,
are expected to increase to 135,000 units in 1990.
fight for the
growth in sales volume.
with the debut of its Infiniti car line in
U.S. market.
Honda's first Acura brand luxury car
October. Like Lexus, Infiniti has adopted
back in 1986 was the $30,000-plus Legend
the "lower than Europe" pricing strategy.
By Laura Clark
sedan. Later the Legend coupe was intro-
Its top-of-the-line Q45 sedan carries a base
duced to expand the line, and the Integra
price of $38,000, while the less expensive
was redesigned in mid-1989 as a 1990
M30 sports coupe carries a $23,500 base
If the 1980s were filled with skirmishes
model with many improvements. Acura
price tag. Both Lexus and Infiniti are
between U.S. car makers and their over-
dealers were selected carefully and re-
backed up by major advertising campaigns.
seas competitors, the 1990s could see a
quired to invest in exclusive showrooms.
Advertising Age, an industry trade publica-
full-scale war. Analysts are predicting that
In its first year on the market Acura won
tion, estimates that Toyota and Nissan will
by 1991 new Japanese plants being con-
the coveted number one position in Con-
spend a total of $100 million in advertising
structed in the United States will be pro-
sumer Satisfaction Index (CSI) ratings
to promote Lexus and Infiniti during the
ducing an additional 1.8 million more units
compiled by J.D. Power & Associates of
1990 model year.
each year, and there will be at least 2.2
Agoura Hills, California, a well-known auto-
million more cars in the U.S. market than
motive consumer research firm. The CSI
there are buyers.
J
ust how large is the burgeoning lux-
ratings are based on a survey of new car
ury car market? It accounted for
American car buyers will find more and
and truck buyers' attitudes about both their
980,000 units or 9.3 percent of total
more choices in almost every vehicle cate-
vehicles and the dealerships they bought
U.S. car sales in the 1988 calendar
gory, but the most formidable threat to
from. Acura subsequently won the award
year, according to the Power researchers.
the domestic industry's profitability will be
in 1988 and 1989 as well.
While this segment is expected to shrink
new entrants in the luxury car market. Be-
Like Honda, Toyota and Nissan intend
to 950,000 units or 9.7 percent of the over-
ginning in the 1990 model year both Toy-
to produce luxury cars on a par with the
all U.S. market in calendar year 1989, much
ota and Nissan will offer new upscale car
best of Europe, and have required their
of that decrease can be attributed to a
franchises designed to compete with such
dealers to invest $3 million to $5 million to
downturn in European luxury car sales.
domestic makes as Cadillac and Lincoln
acquire a franchise, including separate
Looking ahead, Power projects that the
and a host of European nameplates such
showrooms for the luxury models. Toyota
luxury segment will grow to 1.2 million
as Mercedes-Benz, BMW, and Jaguar.
unveiled its Lexus line of cars in January
units, or 10.5 percent of the total car mar-
These new luxury car introductions will
at the North American International Auto
ket, by calendar year 1994.
mirror Honda's introduction of the suc-
Show in Detroit. Then in June the com-
David Whiteside, Power's director of
cessful upscale Acura franchise in 1986.
pany announced that its top-of-the-line
publications, says the firm expects the ini-
This strategy should come as no sur-
Lexus model, the LS 400, would carry a
tial impact of Lexus and Infiniti to be felt
46
HISPANIC BUSINESS DECEMBER 1989
by the domestic auto makers, namely
Cadillac, Lincoln, and Chrysler. "The ma-
jority of the Lexus and Infiniti buyers in
the first year will be first-time luxury car
buyers who have owned a Japanese car
before," Mr. Whiteside says. "They were
more likely to go to a domestic as their
first luxury car," he continues, but the
new Japanese cars' content and pricing will
also give the standard European luxury
car makers "a real run for their money."
Power is projecting that the domestic
makers' share of the luxury sedan market
will drop 9.6 percent by 1992-from 70.5
percent in 1988 to 60.9 percent. By con-
trast, the Japanese luxury car makers are
expected to command a 17.3 percent share
of the luxury sedan market by 1992, up
from 7.9 percent in 1988, and European
luxury sedans are projected to account for
21.8 percent of the market, up slightly
Cadillac will advertise the more powerful
from 21.6 percent.
Sedan De Ville only in English, based on an
there's starting to be quite a spread in price
Meanwhile the domestics have been
analysis of its Hispanic customers.
and quality," he adds. Perhaps reflecting
preparing for increased competition in the
this projected evolution, John Anderson,
luxury and near-luxury segments. Last
two-door luxury coupe, the Mark VII. The
media coordinator for Lincoln-Mercury,
month Ford Motor Co.'s Lincoln-Mercury
Continental will have a new grille for the
says no special Spanish language luxury
Division introduced a redesigned version
1990 model year, and Ford is hoping to
car advertising is planned for the 1990
of its successful Lincoln Town Car. The
redesign the Mark VII by 1993. Ford engi-
model year.
new Town Car has a sleeker, more aerody-
neers say the new Mark VII coupe will be
namic appearance than its predecessor. In
similar in ride and styling to the Japanese
he company is, however, making
addition it has a quieter ride, a new instru-
luxury coupes.
T
an appeal to Hispanic consumers
with a new series of Spanish lan-
guage advertisements for the
Mercury Cougar and Mercury Topaz. Lin-
coln-Mercury's minority agency, Uniworld,
is now planning print, radio, and television
ads for the effort.
"It really has to do with the size of the
[Hispanic] market and its car buying pref-
erences. We see [Hispanic consumers]
buying more mid-sized cars and small
cars," says Mr. Anderson.
Cadillac, like Lincoln, is also hoping to
protect its market share in the luxury car
market. Cadillac was successful with a
redesigned Fleetwood and Sedan De Ville
in the 1989 model year and restyled the
Broughham for 1990, adding a more pow-
erful optional engine. Further the 1990 De
Ville, Fleetwood, Seville, and Eldorado all
received more powerful engines, and the
Allante luxury coupe will be the first do-
The longer, more streamlined
mestic car with traction control.
ment panel, and standard air bags, and
Buick Riviera incorporates improved ride
Cadillac plans to appeal to Hispanic
Ford hopes to replace its current 5 liter V-
and handling for 1990.
consumers with English language adver-
8 engine with a 4.6 liter V-8 next model
tising in both general and Hispanic media
year. The Town Car continues to be the
"My opinion is that [the luxury car
outlets. But, while the company has aired
most expensive car in Ford's lineup, with
market] is in a state of orderly evolution,
some Spanish radio ads in the past, a
a base price starting at $28,000, and Lin-
rather than a dramatic revolution; people
spokesperson for Cadillac's advertising
coln hopes to sell 135,000 units in the 1990
are growing into it rather than jumping,"
agency-D'Arcy, Masius, Benton &
calendar year, up from a projected 125,000
says Ross Roberts, vice president and
Bowles (DMB&B)-says no such ads are
units this year.
general manager of the Lincoln-Mercury
planned for the 1990 model year. "We
Lincoln will also continue to offer its
Division. "There has always been a lot of
looked into [Spanish radio ads] but we did
aerodynamically styled Continental and
variety in the luxury car market and frankly
not determine a need [to continue]," says
HISPANIC BUSINESS DECEMBER 1989
47
a representative of DMB&B. "We found
of the whole Electra and Park Avenue
cumstances in the different regions, Mr.
that people in the market for a Cadillac
series. The longer, sleeker 1990 Riviera
Qualman says.
communicate in English and are influenced
received similar improvements plus a new
Chrysler is also trying to grab a piece
by general market advertising," the Cadil-
instrument panel.
of the luxury car market with its rede-
lac spokesperson adds.
Jay Qualman, Buick's general director
signed Imperial four-door sedan for the
"For 1990 we will be communicating and
building on a strong association with Cadil-
lac and upscale life-styles. those which
come with achievement," says Cadillac's
Assistant General Sales Manager-Market-
ing Elias R. Torre.
"All of our communications-from tele-
vision to print to our catalogs-are de-
signed to reach those individuals who
demand a higher class of features, ameni-
ties, and services when they purchase an
automobile," says Mr. Torre.
eneral Motors' Buick Division is
G
going after the near luxury mar-
ket with several products. It in-
troduced the Park Avenue Ultra,
an upscale version of its Park Avenue, in
of advertising, says the company will not
Chrysler's New Yorker Fifth Avenue
January and enjoyed good sales success
produce its own Spanish language adver-
will be marketed through both English and
with a longer, sleeker Riviera in the 1989
tising during the 1990 model year. Instead,
Spanish print ads.
model year. The Power research firm
the division will provide cooperative ad-
1990 model year. Chrysler has introduced
named the redesigned Riviera one of the
vertising funds to its advertising groups
a number of luxury or near-luxury cars to
top 10 models for 1989 based on a study of
in markets with a high concentration of
the market over the past five years, includ-
quality encompassing both imported and
Hispanic consumers. These groups will
ing the New Yorker Landau, Chrysler TC
domestic cars. For the 1990 model year,
tailor the advertising message, execution,
by Maserati, New Yorker Salon, and New
Buick has improved the ride and handling
and media selection to reflect different cir-
Yorker Fifth Avenue.
The Imperial will be Chrysler's luxury
"flagship" sedan. The 1990 Imperial, which
WHERE DO HISPANIC CONSUMERS STAND
will bow in November, will be aimed at
affluent buyers 55 years or older. It will be
ON THE LUXURY CAR BATTLEFIELD?
backed with a special "Crystal Key" com-
prehensive warranty program that covers
In marketing wars all segments are
preference to domestic makes. "As the
almost every part of the car for five years
or 50,000 miles. This Imperial has a rede-
considered fair game, and those who
domestics have brought their quality
signed exterior, a new U.S.-built 3.3 liter,
know the $6 billion Hispanic automo-
up to the level of certain imports, the
V-6 engine (Chrysler previously bought
tive market believe manufacturers will
tastes have changed," he says.
all of its V-6 engines from Mitsubishi in Ja-
increase their advertising budgets and
Mr. de la Fuente also believes the
pan), and an air suspension system that
model promotions to court it.
car manufacturers, especially the im-
will give the car a traditional American
Roque de la Fuente II, a Lincoln-
porters, have not recognized the grow-
luxury car ride.
Mercury dealer and 25 percent owner
ing Hispanic consumer market and
A report on automotive demographics
of de la Fuente Cadillac in San Diego,
have done little to court Hispanic
by R.L. Polk & Co. indicates that 6.14 per-
says young affluent Hispanic consum-
dealers. "They don't recognize us as a
cent of Chrysler buyers in the 1988 model
ers had been buying import uxury
force but they will eventually," says
year were Hispanic, compared with 7.06
cars but are now slowly switching their
Mr. de la Fuente, who says the domes-
percent for all Chrysler Motors cars in-
cluding Plymouth and Dodge. Carlos Mon-
tic manufacturers-nota-
temayor, who owns the Texas-based ad-
Percent of U.S. Luxury
Car Sales to
bly Ford-have done a
vertising agency that handles Chrysler's
Hispanics in Model
Year 1988
better job of appealing to
Hispanic advertising, says the Fifth Ave-
Hispanic consumers than
nue will be marketed through both Eng-
Number
Percent
the imports.
Model
of Sales
lish and Spanish print ads. The company
Hispanic
Importantly, he adds,
will also run Spanish television ads for its
Cadillac De Ville
36,734
4.78
"There is no brand loyalty
Plymouth Laser sports coupe and Dodge
Lincoln Town Car
25,537
4.37
[among Hispanic con-
Spirit mid-sized car, and magazine ads for
Chrysler Fifth Avenue
10,932
6.88
sumers] to a certain car
the Laser, Spirit, Fifth Avenue, and Dakota.
Buick Riviera
1,825
7.34
manufacturer. Everyone
Mr. Montemayor sums it up by saying,
Source: Report on automotive demographics by R.L. Polk &
buys what they like."
"Hispanics represent a $6 billion market
Co. to Univision Holdings, Inc. (by permission).
for cars and trucks, and that market is hard
That may be news.
to ignore."
48
HISPANIC BUSINESS DECEMBER 1989
IT'S YOUR MOMENT FOR ELEGANCE.
New Yorker Fifth Avenue
It's a special anniversary-a day that symbolizes years of joy and hard work, the strength of your
marriage, the growth and security of your family.
At Chrysler, we understand your desire to create the best possible life for those you love. It's exactly
what we had in mind when we created the newest member of our own luxury car family, the New Yorker
Fifth Avenue.
Experience the elegance of its spacious interior and exquisite optional Mark Cross seating. The comfort
of its solid construction, precise handling and smooth, silent ride. The intelligence of its advanced and
powerful V-6 engine. The security of a driver-side airbag, and available 4-wheel anti-lock disc brakes. The
total dependability that comes from Chrysler's exclusive Crystal Key car owner program*, as well as the 7/70
protection plan.
So compare Fifth Avenue-for performance, technology, luxury and practical
value-to any other American luxury car available today. You'll discover that only
Chrysler has engineered an automobile that delivers exactly what you've always
Chrysler
7/70
wanted for vourself and your family. The very best.
DIVISION OF CHRYSLER MOTORS
There Is No Luxury Without Engineering.
*See dealer for complete details on the Crystal Key and 7/70 protection plans. Restrictions apply.
BUCKLE UP FOR SAFETY:
TRENDS
C ontrary to
expenditures indicate that the growth rate
of Hispanic market advertising headed
south in 1989 for the second year in a row.
Specifically, the growth of overall His-
Popular "Fact"
panic ad expenditures dropped to a mod-
est 6 percent in 1989, for the first single-
digit advance since HISPANIC BUSINESS
started tracking ad spending six years ago.
Is an ad spending winter upon us?
Our annual list of Leading Hispanic Mar-
ket Advertisers-those that spent $1 mil-
By D. Carlos Balkan
lion or more in the Hispanic market-
remained unchanged at 50 this year be-
cause the number of companies that ex-
ceeded our cutoff of $1 million was offset
L
isten. This is how Inc. magazine re-
inflated and unsupported statements about
by the number that fell below that amount.
cently portrayed the growth prospects
the relationship between advertisers and
One of the few bright spots in an other-
of Hispanic advertising expenditures
Hispanic consumers.
wise dull advertising year was radio ad-
in the United States: "Hispanic-targeted
The fact is that we may be seeing a
vertising. Our data on changes in each
advertising is expected to jump 40 per-
gradual cooling off of advertising invest-
medium's relative share of total Hispanic
cent annually for the next five years.' Too
ments aimed at Hispanic consumers. This
ad spending dollars show that the national
bad Inc. didn't disclose a source for that
magazine's own efforts to establish cred-
and local radio markets combined have
hot scoop. Inc. is not alone in spreading
ible parameters for tracking Hispanic ad
made some gains by comparison with
1988, and now command just over one-
Share of Advertising Expenditures in
third of all advertising dollars. Other posi-
the Hispanic Market-by Medium
tive glimmers this year were in the print
and promotion advertising fields, each of
which garnered 0.8 percent more of the
This table represents the market share of each medium by year as a percentage
Hispanic advertising pie than it did in 1988.
of the total advertising expenditures directed toward the U.S. Hispanic market.
The only other relative gain was a 0.2
The media are placed into five groups.
percent increase for independent TV.
Percent of Total Expenditures
So despite the robust trends projected
MEDIUM
1984
1985
1986
1987
1988
1989
by Newsweek, U.S. News & World Report,
and others, advertisers are not drooling
National TV
16.9
16.5
16.1
21.2
22.4
20.5
or falling over each other in a race to
National Radio
12.3
12.6
11.8
9.9
8.2
8.8
commit dollars to Hispanic advertising.
Group Total
29.2
29.1
27.9
31.1
30.6
29.3
This year all our indicators show that the
market is softening, and this is probably
Local TV
17.6
19.4
19.6
24.1
23.2
20.6
SO because the general economy is soft.
Local Radio
22.8
22.8
20.9
23.2
23.8
25.6
Many major advertisers have been tight-
Group Total
40.4
42.2
40.5
47.3
47.0
46.2
ening their spending belts in anticipation
of some kind of economic downturn in
Independent TV
1990. No one knows at this point if the
Group
7.0
6.1
10.6
0.2
0.4
Bush Administration's highly touted eco-
nomic game plan for a "soft landing" is
Print Group
11.2
9.9
8.3
9.6
9.0
9.8
really in the cards. Retail business, real
estate, and automotives remain soft spots
Outdoors
2.5
2.7
3.0
2.9
3.0
3.0
on the consumer spending horizon.
Promotion
8.8
9.0
8.8
8.0
9.3
10.5
Will this loss of momentum in ad spend-
Transit
0.9
0.9
0.9
0.9
0.8
0.8
ing hold through 1990? Much will depend
Group Total
12.2
12.6
12.7
11.8
13.1
14.3
on what happens on the Hill and at the
Fed in the next six months. Corporate
Grand Total (%)**
100.0
100.0
100.0
100.0
100.0
100.0
management may well be focused on fed-
eral budget and trade deficit indicators,
Grand Total ($M)
$284.5
$333.5
$398.0
$490.7
$550.1
$583.6
figuring that such overall performance
Annual Growth
27%
17%
19%
23%
12%
6%
variables hold the key to what will hap-
pen in 1990. Advertising budgets depend
*Telemundo consolidation temporarily eliminated the Independent TV category.
on such vagaries of the marketplace.
**May not total 100% due to rounding.
© HISPANIC BUSINESS, INC. Reprinting or copying all or any part of this information requires written permission from HISPANIC
BUSINESS, INC.
D. Carlos Balkan is a freelance writer based
in Santa Barbara, California.
50
HISPANIC BUSINESS DECEMBER 1989
The limit.
How high is up to you.
adventure that can lead
No matter who you are, in the Air National Guard
to exotic locations around
you'll have every opportunity to become the best. We'll
the world.
train you in your choice of over 200 technical careers.
It's a pretty good deal
From telecommunications to computer technology.
for a part-time commit-
From meteorology to security. It's experience that can
ment-as little as two
help your civilian career really take off.
days a month and two
Got your sights set on college? The Air National
weeks a year.
Guard can help you pay for
Go ahead. Shoot for the stars. Take the first step
it. With substantial loan
to getting your career off the ground by calling us
repayments and additional
toll-free at 1-800-638-0936.
assistance from the Mont-
You'll discover soon enough,
AIR
gomery GI Bill.
that in the Air Guard, who
NATIONAL
All on top of a great
you are doesn't limit who you
GUARD
part-time salary. All com-
can become.
bined with excitement and
A2HBMI**129NP
Americans At Their Best.
INCOME
H
earnings typically go unreported for offi-
ispanic Purchasing
cial purposes but nonetheless add to the
consumer's purchasing power. Also, many
Hispanics are not as heavily burdened as
Power Keeps
the general population by fixed obligations
(for example, house and car payments).
This tends to increase their ability to pur-
chase nondurable goods like food, bever-
Growing Fast
ages, and clothing. On the other hand, Dr.
del Pinal adds, Hispanics remit substan-
tial amounts of money abroad to relatives.
The spendable income of U.S. Hispanics
The difficulty is in getting a handle on
these factors. No reliable estimates exist
should reach $159 billion next year.
on the extent of the Hispanic sector's in-
formal earnings, fixed obligations, or
By Bert Valencia, Ph.D.
money remissions abroad.
ispanic purchasing power rose to
T
he Census Bureau's 1987 aggregate
income estimate is the first to re-
H
purchasing power because it represents
flect the effects of two major laws
$114 billion after taxes ($140 bil-
disposable income available to buy goods
passed in the previous year. One of these
lion before taxes) in 1987, accord-
and services. However, income estimates
laws, the 1986 Tax Reform, was intended
ing to data released by the U.S. Bureau of
based on the Census should be consid-
to reduce the tax burden of lower income
the Census in October, 1989.
ered conservative because respondents
households. According to Charles Nelson
The Census data show that estimated
generally under-report their income and
from the Income Branch of the Bureau of
Hispanic purchasing power increased by
the Census undercounts Hispanics. Addi-
the Census, lower income households
12.1 percent in 1987, from an estimated
tionally, real Hispanic income should be a
(under $30,000 in taxable adjusted gross
$102 billion in 1986. That is nearly twice
bit higher because a substantial number
income) paid less taxes in 1987 than in
the U.S. populations overall growth rate
of households receive noncash govern-
1986. Additionally, the 1986 Immigration
of 6.8 percent, and significantly faster
ment benefits that increase their purchas-
Law has afforded legal residency to many
than the black population's 6.5 percent.
ing power, such as subsidized housing,
previously undocumented Hispanics who
Hispanics will surpass blacks in total pur-
food stamps, and school lunches.
qualified for amnesty. An accurate count
chasing power before the year 2000. Fur-
Moreover, Jorge del Pinal, Chief of
of how many Hispanics qualified for am-
ther, if the annual compounded growth
Ethnic Statistics at the Bureau of the Cen-
nesty is not yet available, although most
rate of 11.6 percent achieved from 1980 to
sus, suggests that two other factors should
experts agree that between 2 million and
1987 continues, U.S. Hispanics will have
be considered in analyzing Hispanic pur-
2.5 million Hispanics have applied.
purchasing power of $159 billion next year.
chasing power. First, a significant num-
The increase in aggregate Hispanic
Aggregate after-tax money income is
ber of Hispanics participate in the infor-
income during 1987 was owing to two fac-
considered a good basis for estimates of
mal labor sector ("cash jobs"), where
tors. First, more Hispanics were working.
The number of Hispanic workers in the
Hispanic Market Purchasing Power
$ Billions
civilian labor force increased by 465,000,
partly because unemployment among
Hispanics dropped to 10.2 percent from
10.6 percent in 1986. Both of these esti-
159.2
mates come from the Current Population
160
Reports (Series P-20, No. 431) issued by
142.4
140
the Bureau of the Census. Second, His-
127.6
120
114.4
panic workers were making more money.
102
Income growth adjusted for increases in
100
93.4
the Hispanic labor force-net" growth-
84.8
is estimated at about $6 billion for 1987.
80
69.5
59
62.5
Some 9 percent of all Hispanic house-
60
52.9
holds-or about 500,000-had incomes of
40
more than $50,000 in 1986, and we will
see this emerging affluent class expand
1980
1981
1982
1983
1984
1985
1986
1987
1988
1989
1990
in the 1990s.
Sources: Data through 1987 based on unpublished Census Bureau reports; estimates for 1988
Dr. Valencia is associate professor of
through 1990 by author.
marketing at the American Graduate
HISPANIC BUSINESS, INC. Reprinting or copying all or part of this information requires written permission from
School of International Management in
HISPANIC BUSINESS, INC.
Glendale, Arizona.
52
HISPANIC BUSINESS DECEMBER 1989
K mart has najor opportu, ities
for minority suppliers.
" While some firms spend time boasting of their
minority supplier development programs, K mart is quietly
getting the job done!
Copeland Harris
President of Bottom of Barrel, Ltd.
Outdoor Cooking Products Manufacturer
" I don't know if it's the influence of Joe Antonini
[President of K mart Corp.] and Ronald Dejaeghere or our
willingness to listen but this last year and a half
has been terrific.
"
Shaw
Grace Shafir
President of Kingshead Corporation
Personal Grooming Products Company
" K mart provided the opportunity to perform; that is
what minorities are seeking, not a handout. "
Dashanaba King
President of Entre Marketing and Sales Inc.
Household Products Manufacturer
If your company has a product to sell, K mart has a
major opportunity for you. We're working with minority busi-
nesses like yours to help get their products into our stores. It's
all part of our ongoing commitment to help minorities share in
our success. For a free brochure on minority business oppor-
tunities, write to:
Ronald Dejaeghere,
Vice President of Community
Affairs, K mart Corporation,
3100 W. Big Beaver Road, Troy,
Michigan 48084.
Ronald Dejaeghere
Vice President of Community Affairs
Kmart the Saving Place
MEDIAMARKETING
Making Sense Of The Census
nine Hispanics, three Asians, and one
With the 1990 Census just around the
Native American appeared regularly in the
corner, Hispanic organizations across the
Spring schedule. The study identified no
nation are pushing for maximum Hispanic
racial bias in the programs reviewed, al-
participation. While these organizations
though an Anglo character is usually in
are hoping to benefit from the billions of
charge. Also discovered was a tendency
federal dollars distributed to state and local
to place female minority characters in situ-
governments on the basis of census popu-
ation comedies (75 percent) rather than
lation data, American corporations are
in dramas. Not surprisingly almost all of
trying to figure out how to get the soon-to-
the programs were produced by Anglo
be-accounted-for Hispanic market to use
males, and the commission urges the TV
some of its estimated $141 billion purchas-
industry to hire more minorities.
ing power to buy their products. From
either standpoint, the 1990 Census may
Martians Ate My Dog
affect U.S. Hispanics more than any other
If aliens land in Topeka, or if Elvis is living
event in the coming decade. Census Day
in Dolly Parton's guest house, the Span-
Selling America
is April 1, 1990-exactly 200 years since
ish-speaking community should be in-
America Publishing Group, the Spanish-
our country's first count of its people and
formed, right? That's what the new own-
language publishing conglomerate, has
households. The Census Bureau and the
ers of the National Enquirer are begin-
named Enrique J. Perez advertising sales
Hispanic community hope all Hispanic
ning to think as they consider publishing
director-U.S. Mr. Perez has been advertis-
residents will return the questionnaire that
a Spanish language version of their popu-
ing director of Diario las Americas, the
same day, making the 1990 Census the
lar supermarket tabloid, which boasts an
Miami Spanish-language newspaper, for
most complete in our nation's history.
impressive circulation of 4.3 million.
13 years, and prior to that was public rela-
Enquirer Vice Chairman Michael Boylan
tions agent for the City of Miami Depart-
Cutting On The Bias
speculated in a Los Angeles Times article
ment of Publicity and Tourism. A gradu-
The National Commission on Working
that, due to time considerations, they
ate of the University of Florida College of
Women has issued a report entitled "Un-
would "initially concentrate on easily de-
Journalism and Communications, he is a
equal Picture: Black, Hispanic, Asian, and
fined Spanish-speaking pockets of the
member of the Advertising Federation of
Native American Characters on Televi-
country." A Spanish language version
Greater Miami and the Latin American
sion." The report studied more than 130
would probably tailor some stories to the
Advertising Association. America Publish-
episodes of 30 prime time network TV
Hispanic audience, but most of the sto-
ing Group puts out 13 publications under
series in Spring 1989 featuring minority
ries would duplicate what is in the Eng-
the name of SpanAmerica, including Cos-
characters, and shows that most of those
lish language version things that enquir-
mopolitan en Español, Buenhogar, Harpers
characters (83 percent) are black. Only
ing minds want to know.
Bazaar en Español, Mecanica Popular, and
Geomundo.
United We Stand
Fleishman-Hillard executive Rosemary
Ravinal has founded the Hispanic Com-
munications Association of New York. The
association was formed to unite organiza-
tions related to the Hispanic marketing
community, and seeks to educate corpo-
rate America about the Hispanic market.
After analyzing the market in depth, they
will attempt to dispel common myths and
misconceptions about it, and reinforce a
positive image of Hispanics through work-
shops, seminars, and newsletters. The as-
sociation, now 45 members strong, wishes
to promote the training of Hispanics in
communications fields and is setting up
an automated job bank that will link job
applicants with companies that have posi-
tions to fill. For more information about
the nonprofit organization, contact Ms.
TV actress Kristian Alfonso plays Falcon Crest's Pilar Ortega, a rare example on television
Ravinal at (212) 265-9150.
of a strong, ambitious Hispanic businesswoman who has not lost touch with her ethnicity.
54
HISPANIC BUSINESS DECEMBER 1989
THREE DAYS YOU
WON'T
Welcome To
FORGET
pañol
Expo
SEPTEMBER
Garcia Serra Blanco
25, 26, & 27, 1990
HYATT REGENCY
HOTEL,
CHICAGO
Join corporate executives, brand managers, advertising, research, market-
ing, public relations, and media professionals at Se Habla Español.
The best place to learn about the Hispanic marketplace
SEMINARS
EXHIBITS
AWARDS BANQUET
SM
National Hispanic Market Trade Show & Media Expo
CALL TODAY FOR MORE INFORMATION: (805) 682-5843
Please send information on
Seminars
Exhibits
Awards Banquet
Name
Title
Company
Type of Company:
Advertiser
Media
Ad Agency/PR
Research/Mktg.
Other
Address
City/State
Zip
Phone
Fax
Mail To: Hispanic Business Inc. 360 S Hope Ave, Suite 300C Santa Barbara, CA 93105
HispanicBUSINESS
CLASSIFIED
Reach the unique audience of HISPANIC BUSINESS
Name
magazine! A monthly feature designed for Classified/
Company
Display Classified Advertisers who want direct reader
responses to their offer.
Phone No.
For Rates and More Information: Call (805) 682-5843 or
Address
Write: HISPANIC BUSINESS CLASSIFIED
360 S. Hope Avenue, Suite 300C
City
Santa Barbara, CA 93105
State
Zip
EDUCATION
information -Richard Crews, M.D. (Har-
YOU KNOW
vard), President, Columbia Pacific Univer-
YOUR PRODUCT
FREE COLLEGE TAPE
sity, Dept 3A7NDL, 1415 Third St., San
I know my people. Let me tell them about
External degrees, nationally accredited,
Rafael, CA 94901. Toll free: 800-227-0119;
it. Luis Vargas, Hispanic Advertising Serv-
Business/Public Administration, Graduate-
Calif.: 800-552-5522; or 415-459-1650.
ices. Telephone: (213) 725-6850. Fax:
Undergraduate law. Financial aid available.
(213) 725-6697
(800) 777-2930 LaSalle University.
SERVICES
GRANTS/LOANS
FULLY APPROVED
UNIVERSITY DEGREES
INVESTMENT
Economical home study for Bachelor's,
SERVICES
LET THE
Master's, Ph.D., fully approved by Cali-
Shearson Lehman Hutton full investment
GOVERNMENT
fornia State Department of Education. Pres-
services and banking. John Rivera, vice
FINANCE
tigious faculty counsels for independent
president and financial consultant. 60 East
your new or existing small business. Grants/
study and life experience credits (5000
Temple, Salt Lake City, Utah, 84111. (800)
loans to $500,000 yearly. Free recorded
enrolled students, 400 faculty). Free
453-9408 or (801) 322-7603.
message: (707) 448-0270. (JF7)
STATEMENT OF OWNERSHIP,
MANAGEMENT AND CIRCULATION
October 20, 1989
Title of publication: HISPANIC BUSINESS
Publication No.: 01990349
Frequency: Monthly
UNTIL THERE IS
No. of issues published annually: 12
Annual subscription price: $18.00
Complete mailing address: 360 S. Hope Ave., Suite 300C,
Santa Barbara, CA 93105
Publisher and Editor: Jesus Chavarria
NO LONELINESS,
Managing Editor: Janet Glasheen
Owners: Jesus and Bonnie Chavarria
360 S. Hope Ave. Ste 300C,
Average No.
Actual No.
Santa Barbara, CA 93105
copies each
copies
NO DESTITUTION,
issue during
single issue
preceding 12
published to
months
nearest filing
date
A. Total No. of copies
136,911
140,000
NO SICKNESS,
B. Paid and/or requested
circulation
1. Sales through dealers
and carriers, street
NO WAR
vendors and counter sales
0
0
2. Mail subscription
(paid and/or requested)
68,613
70,575
c. Total paid and/or
requested circulation
68,613
70,575
D. Free distribution by mail,
carrier or other means,
samples, complimentary
and other free copies
65,822
64,662
E. Total distribution
134,435
135,237
F. Copies not distributed
Contact your local chapter to see
1. Office use, left over
unaccounted, spoiled after
how your organization can help.
printing
2,476
4,763
2. Return from news agents
0
0
G. Total
136,911
140,000
American
Red Cross
Ad
I certify that the statements made by me above are
correct and complete.
Council
Jesus Chavarria
Publisher and Editor
AMERICAN RED CROSS CAMPAIGN
56
HISPANIC BUSINESS DECEMBER 1989
All of GM going allout for you
MOTOR
"My favorite GM car I worked on
was the '54 Buick. Got one for myself
and kept it all these years, even
after I retired. Every time my son
looks at it, he smiles. Very popular
at the time, I tell him.
My boy's at GM now, building
beauties like this Olds. And though
most things have changed, one
thing hasn't-we still build 'em to
last.
Fact: GM cars have held their
resale value better than any other
U.S. make based on average value
of 3-to-5 year old cars over the past
GM
nine years.
MARK OF EXCELLENCE
Oldsmobile Cutlass Supreme International Series
1954 Buick Skylark
Chevrolet, Pontiac, Oldsmobile, Buick, Cadillac, GMC Truck
Marlha
CIGARETTES
arlboro
© Philip Morris Inc. 1989