Michael Garcia, VP/Programming and Production for Dos Costas Communications in Barstow, Calif., has a group of radio stations that includes a Top 40 FM, an “all news” AM, and a regional Mexican station branded as “El Portal.”
“El Portal” fills a hole in the market, and has been on the air for 12 years. Before then, Hispanics seeking in-language programming had no choice but to listen to stations from outside of the market — mainly Riverside-San Bernardino and Los Angeles.
Despite a much smaller total audience in Barstow, mainly known as a pit stop on drives from Southern California to Las Vegas, “El Portal” has proven to be a hit with advertisers and with consumers who continue to support a station providing them with something local.
Could one of your underperforming radio stations see similar success by making a move that mimics what Dos Costas did in 2006? Find out in the latest Hispanic Radio Podcast from Streamline Publishing’s Radio Ink and Radio + Television Business Report.
To listen to this seven-minute audio podcast, simply click on the play button below: