IT SEEMS A LOGICAL PROGRESSION. IF ANGELS OWNER ARTE MORENO can market Anaheim as Los Angeles, why shouldn’t Spanish-language TV station KRCA market Los Angeles as Mexico?
Now, I’ve been pretty vocal, both in print and on television, as disagreeing with Moreno’s decision to all but drop Anaheim from the Angels’ name. I concede that my view is colored a bit by provincial Orange County pride, but I also think his decision is bad marketing.
However, it’s Moreno’s money (subject to Anaheim’s legal claim) and Moreno’s demonstrated success in the field of marketing exceeds mine by about a billion dollars. And at least as many smart businesspeople as not have told me that Moreno’s decision to embrace the Los Angeles name is good business, whatever the hurt feelings here in OC.
The new controversy involves KRCA, which is using billboards (ironically, Moreno’s old medium) to promote “Los Angeles, Mexico.” The first advertisements have appeared on Clear Channel billboards in Los Angeles County, but with 75 posters going up throughout the region, I’m assuming we’ll see them here in OC, too.
(How about “Santa Ana, Mexico,” “Anaheim, Mexico” or “El O.C., Baja de Mexico”?)
Opponents of illegal immigration object to the KRCA poster, which in a provocative bit of marketing crosses out the letters “CA.” They contend the message promotes illegal immigration.
Gov. Arnold, whose immigration views seem to fluctuate by the hour, joined their chorus last week when he criticized the billboard during an interview on KFI radio’s “John and Ken Show.”
Their argument is ridiculous.
There’s nothing more American,or Californian,than marketing. KRCA is cleverly distinguishing itself from English-language (or for that matter, competing Spanish-language) stations with an appeal to the ethnic pride of their target audience.
If you don’t like it, well, you’re probably not going to be a KRCA viewer anyway.
What would be a real kick is to see the poster show up at Angel Stadium
,Rick Reiff
