Lotus Communications President Jim Kalmenson is widely known across the West Coast of the U.S. as the leader of a family-run business with a diverse portfolio of radio stations that includes Classic Rock and Active Rock FMs in Tucson, a Classic Rocker in Las Vegas, and a Farsi-language format targeting Persians across Southern California.
However, it is Lotus’ Spanish-language stations that stand out in many ways, from the rebirth of the legendary KFWB-AM 980 in Los Angeles as a “classic ranchera” music format to the establishment of clustermate KWKW-AM 1330 as America’s leading ESPN Deportes Radio affiliate.
Lotus Communications benefits from Hispanic listenership to both its English-language and Spanish-language stations in such markets as Tucson, Fresno, Las Vegas, and Reno, Nevada. But what makes Lotus’ Spanish-language stations such a vibrant part of the company’s holdings?
Kalmenson has a simple explanation: “We’re West Coast-centric. It’s not too complicated, looking at the demographics of that area, to see that our region is heavily Hispanic. We like having a diverse portfolio.”
There are multiple reasons, all positive, why Spanish-language radio is championed by Kalmenson, and he shares some of them in this Hispanic Radio Podcast hosted by RBR+TVBR Editor-in-Chief Adam R Jacobson.
What continues to drive revenue for Lotus’ Hispanic radio stations?
Is there something that sticks out with an advertiser that says, “Wow … they get Hispanic radio?”
Click here for add to your intelligence on the power of Hispanic radio:
Note: This is an encore podcast recorded May 22, 2018.
Plan now to attend the best learning and networking event for Hispanic media executives in North America. The 10th annual Hispanic Radio Conference is scheduled for March 12-13, 2019 at the Intercontinental at Doral, conveniently located just west of Miami International Airport and minutes from the executive offices of NBCUniversal Hispanic Enterprises, Univision, GLR, Actualidad Radio, iHeartRadio/Miami, Entercom/Miami, and Spanish Broadcasting System (SBS).