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The B stands for Bilingual

M

Macy93

I heard a liner on B104 voiced in Spanish. It was evening during (I think) live/local programming. Even for a radio nerd who does not speak Spanish, I didn’t mind it… but it was quick and subtle at the end of a spot break.

With Hispanic population at 9% in the LV and growing, I wonder if Spanish commercials will soon follow. And how much of this will the core English-speaking demo tolerate?
 
Macy: This is a very interesting question. If B wants to tap into the loyal (and growing) audience that listens to Hola they might be dipping their toe in the water, so to speak. However, to have a significant impact with the Spanish speaking audience B would need to be more aggressive about it. I don't see that really happening. Still, it's intriguing as an outsider to watch what they do (or listen).
 
They're probably trying to get the listeners in Allentown, Bethlehem, Reading, & Easton that speak mostly Spanish to listen more. I feel as though they shouldn't be speaking in Spanish, but promoting events that the Hispanic Community & of course all other communities regardless of race is involved in but I'm glad that they are reaching out to them. 92.3 Now in NYC has started doing this as well with their sweepers although B's sister CC Z100 hasn't done this yet.
 
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