Picture this: Your mid-sized market has seen some significant population growth since 2000. But, upon taking a closer look at this surge in the local populace, it’s quite clear this is the result of recent arrivals of Hispanics.
Many of them may not be proficient in English, and must rely on Spanish-language communication for the news and entertainment that matters most to them. Could your station group respond to this growth?
Here’s a learning lesson from an LPFM in the Midwest, as RBR+TVBR Editor-in-Chief Adam R Jacobson discusses the launch of a Spanish-language radio operation once the stuff of dreams, led by Venezuelan immigrant and journalist Linda Parra, in this latest Hispanic Radio Podcast from Radio Ink and the Radio + Television Business Report.
Parra officially launched “Nuestra Gente 96.5” on WVZC-LP 96.5 on Dec. 30, 2017. It has been broadcasting a steady lineup of Latin favorites and hits, reaching the Spanish-speaking community in most of Toledo, Sylvania, Rossford, and Oregon, Ohio.
“The Latin population in Toledo is growing, and we deserve to have media
in our own language,” she says. “The whole community has been asking to hear something in their own language.”