Hispanic Radio Leaders Meet With 4A’s To Codify ‘Fair Play’

Are advertisers still enforcing “No Hispanic Dictates” when it comes to their media buying and planning for a brand?

A meeting held this week with executives from three of the nation’s top Spanish-language radio broadcasting companies and the CEO of the American Association of Advertising Agencies (4A’s) suggest this is still very much the case.

The meeting, confirmed Thursday by Kizart Media Partners Managing Director Sherman Kizart — who set up the session — put the focus on where the 4A’s stands on a February initiative designed to eliminate discriminatory media buying among its members.

Representing the 4A’s at the meeting was CEO Marla Kaplowitz and Louis Jones, EVP/Media and Data.

They met with Univision Radio President Jesus Lara, Entravision Communications Chief Revenue Officer Mario Carerra, and SBS COO Albert Rodriguez.

The main topic of discussion is the four month-old Fair Play Charter, drafted by Media Leadership Council Chairman Steve Williams as the centerpiece of a 4A’s initiative that is designed to help eliminate “No Hispanic Dictates.”

As they see it, such activity costs Hispanic radio stations more than $300 million each year.

The Thursday meeting concluded two days of sessions between 4A’s executives and the Hispanic radio leaders at the advertising association’s New York headquarters.

The effort extends a fight against “No Black Dictates” discussed as far back as 20 years ago. The FCC a decade ago approved a Report and Order that requires broadcasters to include language in their advertising contracts stating that no discrimination based on race or gender be made when booking ad time with a TV or radio station.

By Adam Jacobson – Radio & TV Business Report

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