Ad Age Multicultural Article
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Spanish Broadcasting System (SBS) is the largest Hispanic-controlled radio broadcasting company in the US. It services the top Hispanic markets through 21 radio stations playing Spanish-language music. SBS aims to match the diverse musical and cultural heritages of its Hispanic audiences. SBS stations have large shares of the Hispanic populations in many major cities, such as reaching 48% of Hispanic adults weekly in Miami. In addition to radio, SBS owns LaMusica.com, a bilingual website serving Hispanic audiences through Latin music, news, and culture. SBS believes marketers must target Hispanic consumers, as this population is growing rapidly due to higher birth rates and immigration.
Ad Age Multicultural Article
- 1. H ispanic buying power in America has increased more than 110% over the past 10 years, making Hispanic consumers a driving force in the largest markets of the U.S. This year alone, Hispanic purchasing power is expected to reach $630 billion, according to consultancy Santiago & Valdes Solutions. Spanish Broadcasting System services the country’s top Hispanic markets, providing effective marketing and advertising solutions for thousands of businesses targeting these markets. since 1983. SBS’ mission is to serve Hispanic audiences and the advertisers that target their dynamic purchasing power through a combination of market- ing vehicles, including 21 all-music radio stations in the top 10 Hispanic markets; an international Internet entity, LaMusi- ca.com; and a vibrant concert and entertainment division. SpanishBroadcastingSystemisthe largestHispanic-controlledradiobroad- castingcompanyintheU.S.TheSBS networkofstationscanbeheardby approximately50%oftheU.S.Hispanic populationandcoversNewYork,Puerto Rico,LosAngeles,Miami,Chicago,San FranciscoandSanAntonio.SBSstrivesto customizeitsprogrammingtomatch diversemusicalandculturalheritages andthelocalpreferencesofitsaudiences. In New York and Los Angeles, the most-listened-to radio stations are Spanish-language stations. According to Arbitron, SBS stations in New York, WSKQ-FM and WPAT-FM, combine to deliver more adult 18-plus listeners per average quarter-hour than any other single radio station (in any language) in the market. In Los Angeles, SBS stations KLAX-FM and KXOL-FM combine to reach more than 1.1 million listeners representing 12% of all people 18-plus in the market, or 28% of the 18-plus Hispanic population each week. In Miami, SBS stations reach 48% of the 18-plus Hispanic population every week. And in Chicago, where the Hispanic population is predominantly of Mexican origin, WLEY-FM has been a solid ratings leader for several years. Inadditiontoitsradionetwork,SBS offersLaMusica.com,abilingualSpanish- EnglishInternetWebsiteandonline communitythatfocusesontheU.S. Hispanicmarket.LaMusica.comisa provideroforiginalinformationand interactivecontentrelatedtoLatin music,entertainment,newsandculture. LaMusica.comenablesSBS’audienceto enjoyadditionaltargetedandculturally specificentertainmentoptions.Atthe sametime,LaMusica.comenablesSBS advertiserstocost-effectivelyreach Hispanicconsumersthroughanaddition- al,dynamicandrapidlygrowingmedium. SBSrecognizesthevaluethatevent marketing offersitsadvertisersand marketers. SBSEntertainmentorganizes concertsand othermusiceventsin SBS radiomarkets. Eventmarketing isthe fastestgrowing segmentofthemarket- ing/communicationsindustry. Corpora- tions are looking for event-integrated strategiesthatleverageadvertising and salespromotions. Due to higher rates of natural increase and immigration, the Hispanic population is growing more rapidly than the total population, a trend that is not expected to abate. SBS believes marketers cannot afford to miss the mark—and the first ones to capture this fiercely brand-loyal consumer will reap the benefits for years to come. ADVERTISER 5 columns x 7”—49 lines Top rule: line 39 Y=34p1.5 SBS moves to the beat of the new world Music lovers enjoy a concert presented by Spanish Broadcasting System’s La Ley radio station in Chicago. SPECIAL ADVERTISING SECTION Spanish Broadcasting System 2601 S. Bayshore Drive / PH 2 Coconut Grove, Fla. 33133 Raul Alarcon Jr., president & CEO Joseph A. Garcia, chief financial officer-exec VP & secretary Pablo Raul Alarcon Sr., chairman emeritus & director Jose Grimalt, secretary emeritus & director Jason L. Shrinsky, director William B. Tanner, exec VP- programming Contact: Dennis Caicedo, 786-470-1763 Description: Spanish Broadcasting System is the largest Hispanic-con- trolled radio broadcasting company in the U.S., with 21 all-music radio stations servicing the country’s top Hispanic markets. M E D I A Multicultural GuideMulticultural Guide November 4, 2002M12