When the daily newspaper Diario San Diego wanted to differentiate itself from its weekly print competitor, the publisher turned to radio to carry its musical advertising message to readers and potential new customers. Every month in 2007, the newspaper ran ads on four Hispanic stations – Radio Latina 104.5, Pulsar 107.3, Radio Formula 950 am, and Radio Hispana 1470 – reminding listeners that Monday through Friday, Diario San Diego provides the freshest news, up to date coverage of all sports, and timely items of interest – the best of both sides of the border!
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