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Market Profile: Advertisers listen to Radio Unica's Cancela

By Published on .

Who: Jose C. Cancela.

Mr. Cancela, 42, a native of Cuba, has been president of Radio Unica Communications Corp. for two years. The Spanish-language radio network owns and operates stations in 12 markets and has another 33 affiliate stations. Prior to joining Radio Unica, he held posts at Telemundo and Univision.

Accomplishment: "The advertising community reacted positively to our format," he said, adding Sears, Roebuck & Co. and Wal-Mart Stores are 52-week advertisers.

New ad categories: "Procter & Gamble has shied away from radio [in the past]. But, for the first time, P&G is investing dollars in Hispanic radio. We want to continue to develop the package-goods business. With the telecommunications category, we are making a lot of inroads."

Late bloomers: The financial services and dot-com category has been slow, but Mr. Cancela expects a few advertisers, such as El Sitio USA, to come in strong this year.

Sports: "We launched with rights to World Cup in '98. That was the catalyst that put Radio Unica on the map. We will be the only radio outlet for Spanish-language Olympic information."

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