Innholdsfortegnelse for June 12, 2023 i Radio Ink Magazine

PUBLISHER'S BEAT DPARENTI@STREAMLINEPUBLISHING.COM In all my years in and around this business, I have never seen anything quite like it. Ford’s reversal on AM in the dash is probably the most remarkable development can ever recall. It is both a tremendous relief and a positive sign. But by no means does it signal that the battle is over. We should not be so naive as to believe AM will not continue to be in jeopardy on the auto dash - at least not until Congress passes the “AM for Every Vehicle Act.” There are still manufacturers out there who have not changed their stance on AM’s future. And even as Ford has decided to continue to include AM on the dash, as well as offer software designed to add it…

ALWAYS LISTENING, ALWAYS LEARNING Described by Zubi Advertising Services as its “agency fortuneteller," Isabella Sanchez is both a visionary and a major force in the media industry. She got her start as a journalism student at the University of Maryland, where she pursued a specialization in advertising. After graduation, she began her threedecade (so far!) career in media, serving as vice president/managing director of Tapestry and vice president/director of media services for the Bravo Group before, in 2010, joining Zubi, where she is now the vice president of media integration. Sanchez was appointed chair of the Hispanic Marketing Council last October, and she also serves as a member of the RAB’s Audio Advisory Board, an advisory board member for Texas Tech University’s Institute for Hispanic and International Communication, and on…

Fourteen years ago, we gathered in San Antonio to present the first Medallas de Cortez awards. Named for Raoul Cortez, the founder of the first Hispanic-owned, full-time Spanish-language radio station in the United States, these awards recognize Hispanic radio professionals who have consistently demonstrated the highest level of excellence in their work. Hispanic radio has sustained and uplifted communities for generations. It has kept listeners informed, shaped culture, and sparked debate. Politicians and activists have used radio to advance their platforms. Businesses have grown and flourished through on-air advertising. Community institutions, including civic organizations, have championed their causes and attracted new members. Moreover, Hispanic radio has done all these things through decades of social change and, in some cases, upheaval. The United States is very different from what it was…

EPI COLON WOEX-FM/Orlando, Cox Media Group Knowing my audience, my listeners, positions me to understand their lifestyle and habits, giving me knowledge to convert myself into one of them on the microphone on a day-to-day basis, and connecting me with them at their same level and lifestyle. PATRICIA DE LIMA WLZL-FM/Washington, D.C., Audacy One key component is to be human - to keep my heart and ears wide open for my listeners and acknowledge and address the day-to-day challenges that our community goes through, so we can consistently provide valuable and engaging content that resonates with our audience. Even with their personal lives, it’s also important to listen and respond to their feedback and adapt your approach accordingly. And lastly, always smile, have the best energy and positive vibes whether…

JC CAMPESE Cox Media Group, Orlando As one of the fastest-growing Hispanic markets in the country, it is vital that we help the advertisers and local business owners learn and understand the importance and value of marketing to the evergrowing Hispanic community of Central Florida. With this rapid growth, many clients and partners are still learning the best and right ways to reach and develop relationships with the Hispanic community. Our ultimate role is to superserve our community and to do all we can to help our market thrive. So a challenge - or as l would choose to say, an opportunity - is to become, first, a trusted resource for our listeners, and then educate the market and advertisers so they clearly understand the awesome value and return on…

THE WIZARD OF ADS ROY@WIZARDOFADS.COM “No one listens to the radio anymore. Radio is dead.” When someone says that to me, I beat them unconscious with a Portable People Meter. “Wait a minute. When you say, ‘beat them unconscious with a Portable People Meter,’ what do you mean by that?” OK, let’s role-play this. Say to me, “No one listens to the radio anymore." “No one listens to the radio anymore.” How well do you understand the science of statistical measurement? “I understand the basics, I think.” You’ve heard of the Gallup Poll, right? “Sure.” The Gallup Poll measures the opinions of the 260 million people in America with 95% confidence and only a 3% margin of error. Do you know the sample size required to do that? “Tell me.”…

TONY GARCIA Global Media Services/ Now! Media The key to Hispanic radio’s continued popularity is connection. Hispanic radio must remain a vital part of our listeners’ lives, connecting with them in meaningful and personal ways. This is the best way to ensure Hispanic radio remains as vital to the community in the future as it is today. RICK RAMOS Katz Media Group, New York The power of our Hispanic talent/influencers is the true connection to community and culture, and why local radio is such a strong medium. The Hispanic radio industry needs to continue to evolve and look for innovative audio ideas to connect with our communities and also continue to develop new young talent to connect with the new majority. CLAUDIA DE LEON La Mega Media/Columbus, Cincinnati, Pittsburgh Staying…

ANDREA BECERRA PRADO Entravision Communications, Sacramento The biggest challenges are: 1) Successful stations rely on having the right radio host or program that speaks to multigenerational Hispanics of different acculturation levels, and can stand out from the podcasts and playlists of the world. They have to live in two worlds, that of the general market and that of the Hispanic market. There are very few experienced hosts that check all these boxes. 2) Programs that are hosted on multiple platforms have the advantage of instant analytics to know what content is cutting through. In radio, we are still at the whim of ratings that are a month behind. RAYMOND HERNANDEZ Cox Media Group, Orlando One of the biggest challenges in programming a Hispanic radio station is properly representing all Latino…

As sales managers, we are well aware of the pressures to generate revenue and the constant need to adapt to change. One thing that is certain in sales is that change is always coming; it can be a new product to sell, recent market trends, or internal factors like staffing. One way to manage constant change and drive revenuesis by controlling the day-to-day tasks necessary to achieve our goals. Instead of obsessing over the final result or benchmark, we should concentrate on the actions that will get us there. It’s the little things we do every day that add up to significant results. Kaizen (a Japanese term that means “continuous improvement") helps us remain motivated and engaged by embracing the process, even during challenging times. The Pricing Process Let’s consider,…

Eduardo Caballero was a pioneer, a visionary, and a mentor to many. He arrived in the United States in 1962 and began to make a name for himself in radio, eventually spearheading the integration of Spanishlanguage programming into the broader media landscape. Caballero’s career moved from strength to strength: in addition to owning his own rep firm, he served as EVP/Director of Sales at Univision predecessor Spanish International Network. He also acquired and produced multiple Spanish-language radio products, including Major League Baseball’s World Series broadcasts and programming for MTV and CNN. Radio Ink awarded him the Medallas de Cortez Lifetime Achievement in Hispanic Radio in 2009. The loss of Eduardo Caballero is felt throughout our industry. Radio Ink extends its deepest condolences to his friends and family, particularly his daughter,…

Is it ever possible to get back to normal? The pandemic is no longer an emergency, inflation is easing, and workers have resumed their commutes. Still, 2023 continues to throw curveballs: commutes are less frequent as companies embrace hybrid work. Tuning in to a favorite station via a dashboard radio might not be an option for much longer. AI has left some creatives, including copywriters and on-air talent, wondering about their jobs. Each year we reach out to independent operators to learn how they respond to the economic, technological, and cultural changes that impact radio. They always rise to the challenge, offering keen insight into our industry and how they keep their stations thriving while serving communities. Here's this year's panel. Many automakers have removed, or plan to remove, AM…

GEORGE SANCHEZ Spanish Broadcasting System, Orlando Our biggest challenge is educating general market customers on investing in Hispanic radio. Some general market customers don’t understand our culture, or they don’t have Hispanics in their companies — and that’s our job, educating those prospects. If they are not buying Hispanic radio, they are losing money! HEATHER TORRES-THOMAS Cox Media Group, Orlando As opposed to the biggest challenge, it poses a huge opportunity to sell Hispanic radio in a world of so many competitive platforms. It’s a chance to educate our partners about the importance of Hispanic radio — how Hispanics still engage with radio and like to feel a local connection to their community. The power of radio still reigns amongst Hispanics and is a proven platform for advertisers to tap…

CRYSTAL GOMEZ Entravision Communications, Riverside-San Bernardino The last few years have definitely changed the caliber of candidates that have come across our path. It has been more difficult than ever to attract the right candidate who fits what we are looking for here as a team, and also with a skill level that fits our open positions. Although we may not have all of the “bright and shiny” perks that other companies may be offering, candidates have lost sight of the fundamental core values that make up a business and that we still hold true to today. JIM REILLY Spanish Broadcasting System, New York The biggest challenge is finding someone who is passionate about audio, is curious, and can transfer lessons learned in one sales situation to another. Passion: the…