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 CHICAGO, Aug. 25 /PRNewswire/ -- Montgomery Ward announced today that Cristina Saralegui, the hottest Hispanic talk show host in the United States, will be the company's featured spokesperson in Spanish- language advertising aimed at the Hispanic market.
 Five television commercials, which debut Aug. 28, will include the tag-line "Montgomery Ward, where your dreams become reality."
 In making the announcement, Bernard F. Brennan, Montgomery Ward chairman and chief executive officer, said: "Cristina represents the qualities that are most important to us in a spokesperson. She is highly regarded in the Hispanic community and will be able to help us communicate how much we value the Hispanic market."
 "We're offering Hispanic consumers a wide range of top national brands in clothing, electronics, furniture and auto parts, available in an attractive and convenient shopping environment," said Brennan. "We're identifying the unique needs of Hispanic shoppers and meeting those needs through our product selection, presentation and marketing activities."
 "I am very excited about this association with Montgomery Ward," said Cristina. "Over the years I have felt blessed having a beautiful, healthy family and to have reached many goals I originally set forth. I always promised myself that I would give back to my community if I was ever in the position to do so and this situation creates many opportunities for me."
 Montgomery Ward's effort to champion and meet the needs of the Hispanic market includes a number of programs which directly support goals of the Hispanic community. For example, the company is working to develop a scholarship program for college-bound Hispanic students.
 "I am especially looking forward to working with Montgomery Ward to help establish a special scholarship program to benefit Hispanic students," said Cristina. "The people at Montgomery Ward are energetic and dynamic and I look forward to a long and successful relationship."
 In her 25th year as a journalist, Cristina, highly esteemed by her professional colleagues, is recognized as a symbol of today's Hispanic woman in the United States and Latin America.
 Deemed as an authority on education, feminist issues and motivational techniques for personal growth, Cristina has received numerous honors. She was named one of the "Legendary Women of Miami" and received the "Corporate Leader Award" from the National Network of Hispanic Women.
 Cristina hosts "The Show de Cristina" (The Cristina Show), the number one rated daytime television show in Spanish and one of the top ten Spanish-language shows in the nation. The program airs on the Univision network, which includes 581 affiliates in the United States. It also is broadcast in 17 countries in Latin America.
 Additionally, Cristina hosts "Cristina Opina" (Cristina's Opinion), a syndicated radio program heard by more than 85 percent of the U.S. Hispanic population. She is co-publisher of "Cristina La Rivista," a monthly magazine published by Editorial America, the leading publisher of Spanish language magazines.
 In addition to her advertising role, Cristina will participate in other Montgomery Ward marketing activities for the Hispanic market. "Hispanics are this country's fastest growing population group. They represent a very important market for Montgomery Ward," said Brennan. "Of our more than 350 stores, nearly 80 are in Hispanic communities. Cristina will help us communicate the wide range of programs we're putting in place to fill the diverse needs of our Hispanic customers."
 According to Brennan, one of these initiatives is Project KidCare, an identification and education program conducted by Montgomery Ward in partnership with the National Center for Missing and Exploited Children and with Polaroid.
 "Nearly a half million children now have a standard identification folder with information that will be useful if they are ever reported missing," said Brennan. "We want Hispanic parents to know that this program is available to them free-of-charge in Montgomery Ward stores."
 Montgomery Ward is the second largest privately owned retailer in the United States. The company operates a chain of more than 350 value- driven specialty stores in 39 states.
 -0- 8/25/93
 /CONTACT: Sarina A. Butler, director of corporate communications of Montgomery Ward, 312-467-2025/

CO: Montgomery Ward ST: Illinois IN: ADV REA SU:

PS -- NY021 -- 5761 08/25/93 10:26 EDT
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Publication:PR Newswire
Date:Aug 25, 1993

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