Having been the PD who first put spanish on WSYW {810am}, I can tell you that numbers in and of themselves are not a significant measure of the sales potential of hispanic radio. I am now the manager of a
spanish simulcast in NE Pennsylvania, and our situation is similar. We have no arbitron numbers to speak of, but the station is doing very well from the sales end. Those people who want to reach the hispanic audience, come to us, because we are the only outlet. We've had no trouble selling to agencies. As far as who might be coming to town, it is very likely that Marvin may have finally decided to sell WSYW & WEDJ. They are the only two stations he owns, and he lives in L.A. It's hard to say. But when it comes to numbers in spanish radio, it only means something if you have several stations in competition with each other. Which is really only happening in very large markets like Miami & NYC.