Double take. (The Roving Eye).THE upside Upside The potential dollar amount by which the market or a stock could rise. Notes: This is basically an educated guess on how high a stock could go in the near future. See also: Bull, Downside down billboards advertising Spanish-language radio station KLAX-FM (97.9) stand out among the clutter of the landscape. "I noticed one of them on my way home from work and called the station to tell them there is an upside down billboard advertising their radio station and maybe the outdoor company made a mistake," said Marielise Nascimento, media director for Enlace Communications Inc., which specializes in Latino advertising. But it's not a mistake. The radio station known as La Raza La Ra·za n. Mexicans or Mexican Americans considered as a group, sometimes extending to all Spanish-speaking people of the Americas. [American Spanish, the people.] has tipped about 10 percent of its billboards upside down as part of an advertising campaign that has people looking twice. "It gets people to call and ask what is this all about," said William Tanner The code name for the Xeon version of the Pentium III chip. See Xeon. , executive vice president of programming for Spanish Broadcasting System Spanish Broadcasting System, Inc. (NASDAQ: SBSA) is one of the largest owners and operators of radio stations in the United States. SBS is also invested in television and internet properties, deriving the majority of its income from advertising through its media. Inc., the Florida-based company that owns the station. The red billboard signs have a simple message: "20 Pegaditas. No Corridos." They advertise the station's policy of playing 20 songs in a row, four times a day. Corridos are the ballads that sometimes recount tragic stories of drug dealing gone awry a·wry adv. 1. In a position that is turned or twisted toward one side; askew. 2. Away from the correct course; amiss. See Synonyms at amiss. or murders prompted by jealousy Jealousy See also Envy. Jesters (See CLOWNS.) adder’s tongue flower symbolizes jealousy. . The topsy-turvy billboard campaign was Tanner's idea. He has used it in other areas of the country where Spanish Broadcasting owns radio stations. "It never fails to do what it has done here," Tanner said, noting that the billboards are placed in areas with a heavy concentration of Latinos. "People always call up. It makes for interaction on the air. Also I don't think radio stations should take themselves too seriously." Nascimento believes such an advertising campaign can be successful. "The billboards," she said, "do get your attention." |
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