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Do you have to speak Spanish to find work here?

F

FredSavage

Guest
Siriusly... What's the deal with this market? I guess I'll have to study up on my Espanol... Hechemos una ojeada los cumpleaños de hoy!

In the words of Jerry Seinfeld... "What kind of crazy town is this?"
 
The area is very interesting. I'm not 100% sure of the demos, but I think hispanics hold a majority (or close to it) in Miami/Ft. Lauderdale...moreso in Dade Co. Many are educated, bilingual (often speak spanish at home) and make decent money. It makes Miami one of the most robust spanish radio markets in the US. With the exception of rock en espanol, can't think of much that is missing hispanic-wise from the market.

But it is a pain for the english speaking folks who are looking for a gig. Almost like going into market #20 (my guess on the number of english only speakers in SoFla) and only having 15-20 radio stations to choose from!

Radio-X
 
The Spanish-speaking population isn't quite a majority in the market yet, but they are the largest minority group. According to Radio and Records (which gets their numbers from Arbitron), just over 46% of the population is hispanic. Just over 20% is black. Considering that the market has 32 English-language stations (not counting those that are "ethnic" stations and speak English part of the time) and 14 Spanish-language stations and that 5 of those English-language stations directly target the African-American community, I'd say we as a market are pretty much right where we need to be in terms of serving each demographic with different formats and different languages. Our stations definitely reflect our population figures.
 
Yes... in Dade County Hispanics are a huge portion of the market, but in Broward County, the "White" population is 5x's larger than the Hispanic population. The Black population is actually larger than the Hispanic in Broward. Total there are 1 million more whites than Hispancs. All this according to the Census Bureau. I don't know how you come up with 32 English stations... I count 16 with 3 being some form of "Urban." There are 10 Spanish stations.
 
According to Radio-Locator, there are 51 stations within listening range when you straddle the Dade/Broward line. Of those, I counted all that target the Miami/Fort Lauderdale Market (not including those that spill over from the West Palm Beach/Boca Raton market). There are 14 FM and 17 AM English-language stations. That actually makes 31 (I mistakenly counted WEAT last time, which is a WPB/Boca station and shouldn't have been counted). On the Spanish-language side, there are 5 FM stations and 8 AM stations for a total of 13 Spanish-language stations in the market (I'm not sure how I got 14 last time). Of the English-language stations, 5 target the African-American community: 3 Rhythmics/Urban CHR's (WPOW, WEDR and WMIB), 1 Urban AC (WHQT) and one Talk (WTPS).

You can't make the argument that only FM counts. The most listened-to Spanish-language station (and third most listened-to station overall) is WAQI, an AM Spanish News/Talk station.

Besides, the argument of Dade vs. Broward doesn't really work. Dade County's population makes up three quarters of the market, and that's really beside the point to begin with. The two counties form one market. If you're going to work in the market, you can't take one into consideration over the other unless you work at one of the very few stations that do (none of which are doing very well, I might add).
 
FredSavage said:
Yes... in Dade County Hispanics are a huge portion of the market, but in Broward County, the "White" population is 5x's larger than the Hispanic population. The Black population is actually larger than the Hispanic in Broward. Total there are 1 million more whites than Hispancs. All this according to the Census Bureau. I don't know how you come up with 32 English stations... I count 16 with 3 being some form of "Urban." There are 10 Spanish stations.
Click to expand...

Just a clarification... most Hispanics are white. "Hispanic" is a cultural or ethnic distinction and not a race.

At the 2006 Census estimate point, Broward is 21% Hispanic, 20% Black, 2.3% Asian and 57% non-Hispanic white.

Spanish: 7 FM and all or most of 670, 830, 710, 1140, 1210, 1260, 1450, 1550. 1430 for a total of 16 Spanish staitons.

There are more Hispanics in the market than non-Hispanic whites.
 
Josh C. said:
On the Spanish-language side, there are 5 FM stations and 8 AM stations for a total of 13 Spanish-language stations in the market (I'm not sure how I got 14 last time).
Click to expand...

Actually, there are 16. AMs are 9, FMs are 7 (6 commercial and one non-com religious)

WIRP plus WMGE, WCMQ, WRMA, WXDJ, WAMR and WRTO. AMs are 710, 830, 670, 1140, 1210, 1260, 1430, 1550, 1450-

Of the English-language stations, 5 target the African-American community: 3 Rhythmics/Urban CHR's (WPOW, WEDR and WMIB), 1 Urban AC (WHQT) and one Talk (WTPS).
Click to expand...

WPOW and WMIB are Churban and WPOW often gets much more Hispanic than Black listening; WMIB is more Urban but still only half its listening is Black. WPOW's listenership is 70% non-Black.

You can't make the argument that only FM counts. The most listened-to Spanish-language station (and third most listened-to station overall) is WAQI, an AM Spanish News/Talk station.
Click to expand...

WAMR is #1 in the market and #1 Spanish. WAQI's audience in sales demos is essentially non-existent.
 
At the 2006 Census estimate point, Broward is 21% Hispanic, 20% Black, 2.3% Asian and 57% non-Hispanic white.

There are more Hispanics in the market than non-Hispanic whites.
Click to expand...

I don't get it
 
FredSavage said:
At the 2006 Census estimate point, Broward is 21% Hispanic, 20% Black, 2.3% Asian and 57% non-Hispanic white.

There are more Hispanics in the market than non-Hispanic whites.
Click to expand...

I don't get it
Click to expand...

Most Hispanics in South Florida are "white" so they are counted both as white and Hispanic. Hispanic is not part of the race question by the Census, but, instead, is a "y/n" question since persons of any race can also, culturally, be Hispanic.

So, In the Miami MSA ("the market"), 20% Blacks, 46% Hispanics (essentially 100% of whom indicated "white" under race) and 2% Asian. The remainder, 32%, are non-Hispanic whites.

There is no "Ft. Lauderdale" radio market... it has been Miami-Ft. Lauderdale (Dade and Broward) since we voted to consolidate them in 1981 to make the radio market parallel the BMB definition of the MSA.
 
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