From Philly.com below...doesn't seem like a stunt to me. Also - I don't think the intended target demo is illegal immigrants, as suggested in another post...
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...Clear Channel Radio executives said the move - still rare in an East Coast city outside of New York - was a bid to serve the region's fast-growing Hispanic population, especially those from Puerto Rico and the Dominican Republic. "This is an untapped market," said Manuel V. Rodriguez, who runs Clear Channel's six stations in Philadelphia.
"We want to be active in the Latino community. That's the central component of our radio station," said Rodriguez, who took his job in February. The station's slogan is "Orgullo Latino (Latin Pride).
Rodriguez said the region's Hispanic population of 400,000 had grown by 13 percent in the last census. Still, in the region, Hispanics make up less than 9 percent of the population, said Rodriguez, quoting Arbitron, the company that measures radio audiences.
Rodriguez was joined in Bala Cynwyd for Rumba's launch by Alfredo Alonso, Clear Channel's senior vice president of Hispanic radio.
The mean age of the region's Hispanic population is 31. The station will target the "dead center" of its stated demographic of age 18 to 49, Alonso said.
Rodriguez said disc jockeys will begin "as soon as we hire them. We're looking everywhere."
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...Clear Channel Radio executives said the move - still rare in an East Coast city outside of New York - was a bid to serve the region's fast-growing Hispanic population, especially those from Puerto Rico and the Dominican Republic. "This is an untapped market," said Manuel V. Rodriguez, who runs Clear Channel's six stations in Philadelphia.
"We want to be active in the Latino community. That's the central component of our radio station," said Rodriguez, who took his job in February. The station's slogan is "Orgullo Latino (Latin Pride).
Rodriguez said the region's Hispanic population of 400,000 had grown by 13 percent in the last census. Still, in the region, Hispanics make up less than 9 percent of the population, said Rodriguez, quoting Arbitron, the company that measures radio audiences.
Rodriguez was joined in Bala Cynwyd for Rumba's launch by Alfredo Alonso, Clear Channel's senior vice president of Hispanic radio.
The mean age of the region's Hispanic population is 31. The station will target the "dead center" of its stated demographic of age 18 to 49, Alonso said.
Rodriguez said disc jockeys will begin "as soon as we hire them. We're looking everywhere."
