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Dec 2, 2002  •  Post A Comment

Political candidates reached out to Hispanic voters in greater numbers during the recent mid-term elections, spending more than $16 million on Spanish-language TV advertising, according to a report by Adam Segal, director of the Hispanic Voter Project at Johns Hopkins University.
The study found that at least 20 gubernatorial candidates, six Senate candidates and more than a dozen House candidates used Spanish-language ads to reach Hispanic voters, about three times as many candidates as in any previous election year.
“Candidates and parties are reaching out to Hispanic voters, and one of the things they are doing to an unprecedented level is using the local affiliate or station of a Spanish-language network,” said Mr. Segal. “What it says to me is for the first time candidates are beginning to make the strategy to reach Hispanics a permanent part of their communications plan.”
The study concluded that more than 88 percent of the approximately 14,000 Spanish-language spots aired in 2002 were positive, compared with about 40 percent of all ads by House, Senate and gubernatorial candidates. The Spanish ads are positive, the study found, because many Hispanic voters are voting for the first time and candidates want to instill a positive relationship for the long haul.
KCPQ newscast revamped
Tribune’s Fox affiliate in Seattle, KCPQ-TV, rejiggered its nightly newscast before the start of sweeps last month.
The station, which is part of a duopoly with The WB’s KTWB-TV, has moved the majority of its news and weather stories to the first 20 minutes of the newscast, with the final 40 minutes devoted to features, money, health and sports stories, said news director Bill Kaczaraba, who joined in September after serving as news director for Northwest Cable News, also in Seattle.
“In the last 40 [minutes] we try to do features that are different from [other stations],” he said. And the newscast has added a nightly feature segment called “All Things Northwest” by reporter John Yeager that covers the “the fabric of western Washington life,” said Mr. Kaczaraba. Sports remains at four minutes, when most stations in town have cut back.
By maintaining the traditional sports coverage, he hopes that viewers will recognize that KCPQ offers something different from its competitors. “There are a lot more changes to come to this and other newscasts,” he said. The 10 p.m. newscast is generating a 3.5 rating, representing about 58,000 homes for the November sweeps.
Roeper takes WBBM gig
Chicago’s WBBM-TV, a CBS owned-and-operated station, has snagged local movie critic Richard Roeper as a contributor for its evening newscast. Mr. Roeper, a columnist with the Chicago Sun-Times and co-host of “Ebert & Roeper,” will provide movie reviews on the station’s 5:00 p.m. and 10 p.m. newscasts every Thursday starting Dec. 5. WBBM also named Susan Carlson as its traffic reporter for the 5:00 a.m. to 7:00 a.m. news starting Dec. 16. In addition to her morning show duties, she will report on traffic and commuter issues for other newscasts. She previously worked at Chicago’s WLS-AM radio and ABC owned-and-operated Chicago affiliate WLS-TV.
Meteorologist Orr moves to KYW
Meteorologist Kathy Orr will head across the street to join Philadelphia’s CBS owned-and-operated station KYW-TV. She has worked as the lead meteorologist with NBC’s owned-and-operated station WCAU-TV since 1998, when she became the first female lead meteorologist in the market.