According to the most recent population estimates, the Hispanic population of the Minneapolis-St. Paul market as defined by Nielsen Audio is just over 5% of the total.
It’s an “emerging market” as brand managers and CMOs see it, and two regional Mexican stations can be found in the Twin Cities to serve this burgeoning group of consumers.
One of these operations was housed in the former International Order of Odd Fellows structure at the corner of 27th Avenue South and E. Lake Street, in the blue-collar Longfellow neighborhood of Minneapolis. Some 18% of the population here is African America. Another 12% is Hispanic.
It is also one of the centers of the Twin Cities, and the U.S., for violent protests in reaction to the murder of George Floyd in this city on Memorial Day. Many structures burned to the ground.
Among them were the studios for “La Raza,” at 1400 kHz and on two FM translators across the region.