Selling Beyond, and Without, Numbers


It’s a fact: Some stations have great “numbers,” but unless those numbers translate at the cash register, they may be ringing the wrong ears.

That’s because numbers don’t tell the whole story, especially Hispanic radio’s rich and vibrant story. And in small markets or for independent operators, sometimes numbers aren’t even available — or affordable.

How do you tell your station’s story? Do you know secrets to marketing your audience most effectively through the art form of storytelling?

At the Hispanic Radio Conference, there’s a session for that!

And it’s one that can guide you to driving more dollars to your door. Find out from experts who know how to “sell beyond — and without — numbers” in a panel discussion led by Tomás Martinez, CEO and owner of Solmart Media.

We guarantee you will learn at least one new way to ring your client’s cash registers — and bring more revenue to your bottom line.


Tomás Martinez is CEO and owner of Solmart Media, responsible for all management aspects of the company’s three stations serving Sarasota-Bradenton and Arcadia, Fla.: WTMY-AM & WZZS-FM and WZSP-FM. Martinez has been involved in the radio industry for more than three decades. He earlier spent three years as GM and COO of Actualidad Media Group in Miami, managing four stations. Before that he was associated for 10 years with PRISA Radio as GM of WSUA-AM “Caracol 1260” in Miami. While there he executed a power upgrade from 5,000 to 50,000 watts and secured the rights to the Miami Dolphins and the Soccer World Cup. He has also run the Miami and New York properties for the Radio Unica network.


Donny Hudson is VP/GM of Spanish Broadcasting System in Miami. He has been with SBS for 18 years and has also held various managerial positions including SVP of sales, local sales manager, and director of local sales. Before joining SBS, Hudson served as EVP of sales for America CV Network/America TeVe. He also worked in sales at HBC for WRTO-FM, WAMR-FM, WQBA-AM, and WAQI-AM and served as GSM of WRTO-FM/Miami. He started his radio career at WSUA-Radio Suave after graduating from the University of Miami in 1989 with a degree in broadcasting. Hudson’s vision for the radio industry has been honed and cultivated over decades of hands-on radio broadcasting experience plus a vast knowledge of effective sales and management philosophies across media platforms. He is a proud Miami native.

Roger Martinez is executive director of WGTK-FM (Poder 102.9)/Greenville, SC. He is an accomplished general manager, sales manager, station manager, program director, production director, and announcer. His experience includes stints in San Jose, Atlanta, Charlotte, and currently in Greenville. He is particularly adept at building stations from the ground up, increasing both ratings and revenue.

Mariela Mea is station manager/NSM for Actualidad Media Group. She has more than 27 years of sales and management experience, holding positions including senior account executive, LSM, VP of sales, operations director, general manager, NSM, and station manager. Mea was a top sales rep at SBS for many years, generating accumulated billing in excess of $ 6.9 million. Working for New Radio Venture group, based in Denver, Colorado, she developed a News/Talk format that created the platform for KNRV to become the flagship Spanish radio station for the Colorado Rockies and Denver Broncos. Moving back to Miami in 2011, she joined ESPN Deportes’ Miami affiliate. During this period she created the Copa ESPN in the market, reaching more than 450 youth teams and involving more than 100 local and national businesses, and in 2015, she made multiyear-exclusivity agreements with the Miami Dolphins and the Florida Panthers. With Actualidad Media Group, she serves as station manager for, Actualidad 1040, Exitos 107.1, and 990 ESPN Deportes, and leads national sales.

​​​The Hispanic Radio Conference is the only conference dedicated solely to Hispanic radio. Now in its ninth year, the conference attracts the industry’s key leadership in management, sales, and programming, whose combined audience reaches approximately 95 percent of the 59+ million Hispanics in this country.

Register today!

Hispanic Radio Conference
March 13-14, 2018
The Intercontinental at Doral
Miami, FL