5/14/07- Cincinnati's WLW-AM orchestrated an ad campaign for May sweeps with a play on their motto "The Big One". Instead they called it: "The Big Juan", with a Mexican man in a sombrero, a donkey, and Mexican flag. After extensive community protest, WLW has taken down all 82 billboards it posted. We spoke with Jason Riveiro, president of LULAC Ohio. Copy of LULAC Ohio's 5/14/07 Letter to WLW-AM
Q: Where are things right now with WLW?
A: We’ve gotten an apology. Tuesday we are meeting with the general manager of WLW to discuss 3 topics.
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Developing a community relationship and perhaps developing a community advisory board.
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Arranging for a follow up meeting with other community leaders. It’s an opportunity for these organizations to express their concerns. You may notice we had over 20 community organizations sign a petition for the billboard removal. Many local organizations have had concerns in the past with WLW including Jewish and Islamic local groups.
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For the station to show commitment by sponsoring or co-sponsoring local international community events.
Q: When Clear Channel, WLW’s parent company, got wind of the situation- what happened?
A: They sent it back to WLW at the local level.
Q: What did WLW say?
A: After I sent out a press release last week, I got a call back from the GM who was very apologetic. The GM said he was new to the role and wanted to work with us.
Q: Has the community backed you?
A: Well, yes and no. Ohio is a conservative state…it has its pockets, it's been mixed. Next door to Cincinnati’s county is where there is a sheriff who has been sending invoices to Mexico charging them for illegal immigrant costs.
Also WLW is known in the community for its reputation for being against immigration
The first teaser billboard they put out before “The Big Juan” was a billboard titled “Radio Para Gran Americanos” with Mexican flags on it. This was very obviously directed at Hispanics. This was intentional and political. This billboard was for people who spoke Spanish. This came out a month before the other billboard, and Hispanics in the community originally thought it was a new radio station for Hispanics…obviously it turned out it wasn’t.
We are trying to give this a positive twist for the community. Next month we are we are hosting a press/media forum which will be attended by all the major media in the city and their top executives. This event will showcase the local Hispanic population's facts and how to better market to this segment of our community.