Norsan Media Enters Austin With ‘La Raza’ Launch


One of the leading Hispanic media companies across the South has expanded by entering the Lone Star State’s capital region.

Norsan Media is now in Austin, and it has already assumed control of a Class D AM and its FM translator by rebranding it as “La Raza,” committing to regional Mexican programming.

In a company announcement that comes ahead of an FCC Form 314 filing, Norsan is obtaining KZNX-AM in Creedmor, Tex. and FM translator K236AY at 95.1 MHz in Westlake Hills.

The seller is America Telecommunications Group, which leases the facilities to La Palabra Radio for a Spanish-language religious format. ATG is 25% owned by José Pérez Ramírez of Mexican station group Promomedios, and obtained KZNX from the now-defunct Tom Castro-led Border Media Group in 2012. The purchase price was not disclosed.

The FM translator has a signal that covers the entire metropolitan area, minus Georgetown, to the north. The AM offers 1kw during critical hours from 3 towers, and covers the Austin metro from the southeast.

“This addition of La Raza 95.1 FM/1530 AM in Austin now gives Norsan Media a combined reach of over 2.5 million Hispanics where the company has coverage in the U.S.,” the company said in a release.

“This will be the beginning of our expansion in Austin and in the Texas market and we’re excited to introduce La Raza to our great growing community” said Norberto Sanchez, Norsan Media’s CEO.

His daughter, company President Natalia Sanchez, added, “Austin is a vibrant city with strong ties to the Hispanic community and we’re delighted to be a part of it.”

They say the expansion reflects a strategic move from the company to have presence in various cities.

Norsan’s parent company dates to 1987 and includes 18 restaurants including Frontera Mex-Mex Grill, Luciano’s Ristorante Italiano, Pampas Steakhouse and Frankie’s The Steakhouse, La Capital Cocina Mexicana, and H & W Steakhouse. It also operates the 1818 Club and owns Prime Meats, a USDA meat processing and distribution company serving the U.S. East Coast

Norsan Media was launched in 2004 and today is comprised of 29 radio stations, three TV stations and three weekly print publications across the Southeast and now Texas.

RBR+TVBR InFOCUS Podcast: Norberto Sanchez

In the South, there is a veteran owner of radio stations and print publications that, until COVID-19’s arrival, also organized and hosted various street fairs and events targeting Latinos. The media entity is part of a larger organization that includes a meat packing plant, and restaurants. Learn more about how income diversity helped in tough times in this fresh InFOCUS Podcast presented by Dot.FM. LISTEN HERE