I remember KCOR very well during my days in San Antonio. It was founded by Raoul Cortez, but it was ultimately owned by a group which was, in those days, known as Televicentro, which was a large Mexico-based media company that was in radio and television. I remember very fondly the various managers who ran that station during my days there. I had the opportunity of visiting the head of the parent company in Acapulco and then later in Mexico City so I kind of feel that KCOR is a part of my own history because I knew them so well. The success of a Spanish-language broadcasting company in the city was very important. It’s radio and television, and I remember that well.
Radio probably provides one of the most unusual opportunities for trying to define taste. Segmentation analysis tells us that radio reaches so many varied segments, including Spanish American. We have Vietnamese stations. We have Japanese stations. We have Chinese stations. The brush of radio really permeates the entire segmentation of all of our population in all aspects.
On February 15, 1946, Cortez launched his new Spanish-language station, KCOR, at the frequency 1350 AM. From the beginning, the small station faced a number of obstacles, the largest being advertising sponsorships. Many local retailers in San Antonio believed that Mexican Americans lacked the economic resources to be good consumers, and national brands were unwilling to risk buying advertising time because there were no audience ratings for Spanish-language radio; in other words, national advertisers could not tell how many people were listening.
Cortez and the rest of KCOR's staff tackled this problem in a variety of ways. Cortez made selling the station a priority, hiring several dedicated salespeople and employing a private audience survey firm to count KCOR's listeners. KCOR's announcers also asked their listeners to send in box tops, product labels, and empty containers as proof that they purchased nationally-branded products.