PHOENIX — There are numerous challenges facing the U.S. Hispanic marketplace. Yet, many believe there’s never been a better time to be in Hispanic radio. That said, they also state that there has also never been a more complicated one.
Advertisers deserve to chase the U.S.’s fastest-growing consumer base; many CMOs pulled back in 2025 and remain elusive and conservative with their media budgets. This means the executives who built Hispanic radio are having to move even faster to cash in and sway the skeptics.
How are they doing it? Get the answers in-person at Radio Ink‘s Hispanic Radio Conference 2026 during the Executive Super Session.
Moderated by Radio Ink President and Publisher Deborah Parenti, the Executive Super Session brings together four day-to-day leaders in the space: Bustos Media President John Bustos, Entravision Audio President Eduardo Maytorena, Norsan Media President Edgar Saucedo, and MediaCo CEO Albert Rodriguez.
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The conversation will cover the full state of the business of Hispanic radio, from revenue trajectory and ratings momentum to the advertiser priorities reshaping the marketplace. It will also reckon honestly with the competitive pressures that make this moment as challenging as it is promising. These executives are responding not by abandoning what works, but by reinforcing it.
Meet your panelists:
John Bustos owns and operates all five Spanish-language radio stations in the Wisconsin market. He previously co-founded Z Spanish Media alongside his brother Amador, building a 32-station network in top-25 markets before merging with Entravision Communications at a $475 million valuation.
Eduardo Maytorena has served as President of Entravision Audio since February overseeing radio and digital audio programming, local sales in radio-only markets, and network and national sales. He previously served as SVP and General Sales Manager for Entravision’s Los Angeles market and has held senior sales roles at Spanish Broadcasting System, Radio Centro, and HOY Newspaper.
Albert Rodriguez brought more than 25 years of media industry experience to MediaCo when he joined as Chief Revenue Officer in 2024, ascending to President and CEO in 2025. He previously served as President and COO of Spanish Broadcasting System from 2012 to 2023.
Edgar Saucedo oversees operations across more than 50 radio frequencies, four television stations, four regional print publications, digital platforms, and large-scale live events for Norsan Media, one of the country’s leading Hispanic multimedia companies.
Parenti remarked, “It’s an honor to moderate this session with these outstanding Hispanic radio leaders. This is a diverse and forward-thinking group of top broadcast executives, each with a vision and path to the industry’s future that I look forward to exploring with them. I think the audience will walk away inspired and excited about that future.”
