Radio Talk Show Lures Mexicans Looking for U.S. Bargains
During a recent visit to a local automobile dealership, Daniel Ajzen stood nearby as two Spanish-speaking customers paid cash for--and subsequently drove away in--a pair of expensive autos.
To Ajzen, the two deals were further proof that San Diego’s upscale merchants should be using part of their advertising dollar to woo the increasing number of affluent, Spanish-speaking consumers in San Diego and Tijuana.
Ajzen is attempting to attract that better-educated and free-spending group with a once-a-week Spanish-language radio talk show that airs from 12:30 to 1:30 p.m. on KMJC-AM.
“These (listeners) want to know what’s the situation in Mexico City today, or what the political situation is with next year’s election,” said Ajzen, who will provide a liberal perspective. Sam Rubenstein, who provides “investment advice” in San Diego, will give a conservative view, Ajzen said.
Ajzen hopes eventually to syndicate the program throughout the United States. “In the long run, it will pay off for us and for the sponsors.”
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