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SPANISH-LANGUAGE RADIO AND THE ECONOMY

J

Joe Piazza

I am considering flipping a Regional Mexican FM that has flatlined in billing over the past 18 months (with no competition in the market). We haven't flipped it yet because we haven't found a viable English-language format here, but a January 1 change to just about anything else is looking better and better each day.

The Mexican community depends a lot on this station for basic information, but the English-speaking advertisers have turned their backs on us after a very bitter political season in which illegal immigration was the hot topic on local talk radio.

Before we flip the switch and have to start all over again with something new, I would like to hear some thoughts or ideas on the future of Spanish-language radio. Will it fare better in the upcoming economic climate than English-language radio?

In our case, the ratings are very good (#7 out of 22 rated), but we are probably at the bottom in billing, and we are barely making the bills and payroll at this point.

I guess I'm hoping for a reality check either way. Thanks.
 
What market is your station in? It sounds like you are having problems selling in a very heavy Conservative community. The best advice I can give you is to probably flip. The audience is there, but no one buys your airtime. If you really don't feel like flipping, the most I can tell you is to reach out to local Hispanic businesses in the area and get to know the owners of the businesses. They may help you out in more ways than you think. It sounds like a lot of work, but it can pay off in the long run since, after all, you are #7 in the market. I know this sounds evil, but try cutting back on expenses and just go completely satellite. I know it goes against everything everyone in this board believes in, but the benefits of the community outweights the benefits of the staff you hired. If I remember correctly, you are the same person that came here a while back asking advice on launching a spanish format a while back right? Your situation sounds like a nightmare, the audience is there, but no one is buying. And the Immigration issue does not help either.
If you have no other choice, then I suggest a flip, but if you don't want a flip, David Gleason may be of some help. I know he drops around this board now and then.
 
oldjohnny said:
What market is your station in? It sounds like you are having problems selling in a very heavy Conservative community. The best advice I can give you is to probably flip. The audience is there, but no one buys your airtime. If you really don't feel like flipping, the most I can tell you is to reach out to local Hispanic businesses in the area and get to know the owners of the businesses. They may help you out in more ways than you think. It sounds like a lot of work, but it can pay off in the long run since, after all, you are #7 in the market. I know this sounds evil, but try cutting back on expenses and just go completely satellite. I know it goes against everything everyone in this board believes in, but the benefits of the community outweights the benefits of the staff you hired. If I remember correctly, you are the same person that came here a while back asking advice on launching a spanish format a while back right? Your situation sounds like a nightmare, the audience is there, but no one is buying. And the Immigration issue does not help either.
If you have no other choice, then I suggest a flip, but if you don't want a flip, David Gleason may be of some help. I know he drops around this board now and then.
Click to expand...

I'd be pleased to discuss this (pro-bono, of course ;D )... either online or privately. E mail is david ...... at .... davidgleason with a dot and a com
 
There are a number of things to take into consideration. It is important to remember that the economy knows no boundaries and at the end of the day the Hispanics are not going to abandon the community where they have found a way to prosper. Like it or not they are there to stay and contribute to the community. The story is simple.

This week alone in our community the listeners of XXXX-FM will purchase hundreds of pairs of shoes...They will buy thousand of dollars in groceries, about 225 of them will contact lawyers another 250 will contact plumbers, painters, HVAC technicians or any one of the many companies that provide much needed services and 750 or more will visit emergency rooms or require the services of a doctor. Dining room and living room sets will be purchased and so will the supplies that many of them need to perform the services this community counts on them to provide. You know why? Because life goes on. With all the "consumer malaise" business owners must find a way to get their unfair share. Because many of our listeners are new to our country and community we will always provide your business a way to reach consumers at the age of acquisition who are also building brand loyalty.

If your sellers are not out there giving business owners a compelling reason to advertise to your listener base find some that will because when and if you flip that same team will have a very difficult time selling the change on the come...

A couple of years back, I spoke at a chamber meeting in Abilene, about this issue. The most interesting thing that I learned was that both communities had the same feelings about each other and both failed to realize that they are all interdependent.


Best of luck,
 
There's no question you problem is sales (or lack of) related. I have found Scarborough, used correctly, is a great tool in establishing value in the Hispanic audience. Our stations do not enjoy the ratings success that your does, however our billing is + 12% y-t-d. We are in top 40 market.
 
AGREE, AGREE, AGREE.... Seems that your station (programming production and promotions) is doing the right thing for your ratings and your community involment. The problem seems to be in your sales force. This are tough times, but our station (top 50 market) is getting it done. Is your sales force bilingual? Do they Know the Hispanic market in your area?
 
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