It was first discussed at the 2023 Hispanic Radio Conference in Miami, held in mid-June of last year. Now, a first-of-its-kind Hispanic Radio Alliance has come to fruition. It’s a coalition of operators designed to raise awareness for the importance of Hispanic radio, foster collaboration among key stakeholders and drive revenue for an industry segment that continues to be undervalued.
Members of the newly formed group include representatives from BIA Advisory Services, Bryan Broadcasting, Futuri Media, HRN Media Networks, Nielsen Audio, Nueva Network and Solmart Media. Law Firm Fletcher, Heald and Hildreth, home to veteran attorney Francisco Montero, is also a coalition member.
According to Nielsen “94% of all Latinos ages 18 and over listen to AM/FM radio on a monthly basis, compared to 59% of all streaming music services.” This led to calls for the establishment of a new grassroots local coalition aimed at bringing awareness of the
importance of Hispanic radio among advertisers and agencies up and down Main Street and beyond. This new entity is represented by key stakeholders across several parts of the industry.
“What is especially impressive about this group is that it represents such a broad array of radio groups that target Latinos and others who have a stake in serving their local communities that are part of this dynamic segment of the population.” said Deborah Parenti, President/Publisher of Streamline Publishing’s Radio + Television Business Report and Radio Ink. “Bringing all of Hispanic radio interests together was the foundation
on which the Hispanic Radio Conference was built so to see this group coalesce is both extremely gratifying and promising.”
The Hispanic Radio Alliance intends to amplify the value proposition
for this important part of the industry by:
- Developing local marketing campaigns intended to articulate the
unique value of the Hispanic radio market in local communities across
the country for advertisers. - Having broadcast partner members use their unique capabilities to launch research studies, develop creative collateral, and more.
- Devoting airtime and digital inventory dedicated to promoting the said campaigns.
- Establish local marketing coalitions to present the importance of Hispanic radio to local political races. Local races are key for radio.
The alliance plans to meet on an ongoing basis to determine the effectiveness of their
efforts, identify key market trends, and continue to adjust their approach.
For more information on the Hispanic Radio Alliance, including
information on how to join, please contact Deborah Parenti at
[email protected].
