AMA recognizes legacy of Nicolás, Durán and Caballero to our Industry.

San Antonio’s rich Hispanic media legacy and its pioneers were celebrated Wednesday at a tribute luncheon presentation hosted by the American Marketing Association and SAVisión, its Hispanic Marketing Arm.

Spanish-language TV, print and advertising pioneers Emilio Nicolás, Sr., Tino Durán and Eduardo Caballero recalled the challenges they faced at a time when Hispanic media was not considered a viable entity.

“These men were not afraid to do what had not been done, in a time when many said it could not be done,” said fellow advertising icon Lionel Sosa, who also moderated the tribute panel.

‘The Hispanic public needed to know what was available to them, and where they were welcome,” said Caballero. He added that KCOR radio, KWEX TV and La Prensa newspaper were offering Spanish-language news and information at a time when Hispanic media was rare, and discrimination against Latinos was commonplace.

A crowd of 200 media and advertising professionals attended the luncheon held at La Hacienda de Santa Maria in San Antonio.

Recognized as the “Godfathers of Hispanic Media,” these men were major players and a big influence in the development of Spanish media, not only in Central Texas but throughout the United States. San Antonio is recognized as the birthplace of Hispanic media, as the first Spanish-language daily newspaper, radio station and television station were all started in the Alamo City more than 50 years ago.

Emilio Nicolás Sr. was the President and General Manager of KWEX, the first Spanish-language television station, and the one of the founders of SIN which later became Univision network. Tino Durán is the long-time publisher of La Prensa, which he established in 1989. Tino Durán followed the legacy of the original La Prensa de San Antonio, published by the Ignacio E. Lozano family, which was the first daily Spanish-language newspaper in the US, founded in 1913. Eduardo Caballero founded the first and largest Spanish-language radio rep firm in the US, and owned and operated one of the largest Hispanic-owned TV station groups in the country, and launched the Más Música cable network that later became MTV TR3S.. He was also the founder of AHAA, the Association of Hispanic Advertising Agencies.

Despite the progress through the years, many challenges remain. Still, the pioneers were upbeat on the future of Hispanic media.

“In the end, what matters most is the product. As long as we provide the programming the people want, there will always be a need for Hispanic media,” said Caballero.

The three Media visionaries were joined on the stage by Lionel Sosa, Ernest Bromley and Al Aguilar, in recognition of the establishment of the Godfathers of Hispanic Marketing Hall of Fame, hosted by SAVisión and the American Marketing Association. Sosa, Bromley and Aguilar were honored as the original Godfathers of Hispanic Marketing in 2006, and together with the Media pioneers, were inducted into the Hall of Fame by Diane Huth, Chair of SAVisión, and Scott Keeler, Co-Chair.

On behalf of AHAA, Hispanic ad executive Al Aguilar paid tribute to the pioneers, noting that their contributions helped open doors for many agencies and companies that exist today, adding: “Your legacy provides the foundation and inspiration for many future generations.”

Photo – 1 : Inductees in the Godfathers of Hispanic Marketing Hall of Fame – Ernest Bromley, Tino Durán, Eduardo Caballero, Emilio Nicolás Sr., Al Aguilar and Lionel Sosa

Photo – 2 – Media pioneers Duran, Caballero and Nicolas with Scoot Keeler and Diane Huth, Co-chairs of SAVisión, as they are presented with portraits featured in marketing materials by artist Marie Ferrante