Seven years ago, being a purveyor of Spanish-language media wasn’t exactly the most lucrative business opportunity in the Milwaukee market. While the leading Regional Mexican radio station had the listeners, it wasn’t attracting the ad dollars its then-owner aspired to obtain. A local Azteca América affiliate didn’t add to the multimedia mix as hoped, either.
Today, that Regional Mexican FM is enjoying growth under the stewardship of John Bustos, brother of Amador Bustos and the owner of Bustos Media of Wisconsin. In fact, the business climate is so strong for Hispanic radio in Milwaukee that Bustos has launched a second FM signal targeting Latinos who enjoy Spanish-language programming.
What’s driving Bustos’ success? Has the dynamic of the Milwaukee Hispanic market changed in the latter half of the decade, or is it an economic shift?
Find out in this Hispanic Radio Podcast hosted by Radio + Television Business Report Editor-in-Chief Adam R Jacobson.
Jacobson has a unique perspective: In fall 2011 he produced a report for the then-owner of Bustos’ WDDW-FM 104.7 in Milwaukee, the now-defunct Adelante Media Group, on emerging Hispanic markets. As such, he’s familiar with the market, but not as it is today.
Learn along with Adam the riches a change to Spanish-language programming could bring your station group.