The Future Needs Radio, And Radio Needs The Future

0

Those words, from Spanish Broadcasting System EVP/COO Albert Rodriguez, put an exclamation point on the continued power of radio – and Hispanic radio listeners – during a lively and jovial Hispanic Radio Executive Leadership Roundtable that closed out the two-day Hispanic Radio Conference in Fort Lauderdale.

Speaking Wednesday afternoon, Rodriguez cited Nielsen Audio data showing that Hispanic radio listening has increased by 25% since 2011. Why is this case? In his company’s case, it comes down to listening to the listener, and he calls it the “foundation” of SBS’s success.

“For us it is paramount to listen to them,” Rodriguez said. “Regardless of what they want to listen to, there are going to be some demographic groups that just want to listen to music or to sports.”

It also comes down to responding to the unique state of a local market. For instance, WMEG “Mega 106.9” in Puerto Rico has morphed from a Spanish Contemporary Pop station to an Entertainment and Talk brand. The latest move is the addition of a politically focused talk show from 1-3 p.m. weekdays — a move SBS EVP/Programming Jesus Salas tells Radio Ink is in direct response to the ongoing fiscal crisis affecting all Puerto Ricans, and the need for Talk content of this nature no other Talk station in Puerto Rico is offering.

Meanwhile, Rodriguez told attendees that much of the Hispanic radio growth is coming as the Hispanic market continues to grow, something “fantastic.”

On the air, creating “theater in the minds of the listeners” is still a paramount task, and for SBS this could be “a fantastic morning show, or the newest songs from Romeo Santos, or exclusive privados around Romeo.”

And, noting that SBS is also in the TV business, Rodriguez explains that his company is not “radio and television,” but audio and video purveyors. “We are in the entertainment business to reach Hispanics,” Rodriguez said.

Rodriguez’s point: Hispanic radio has higher reach than Hispanic TV, based on Nielsen numbers. “Hispanic radio is going to be more relevant than ever.”

Rodriguez was joined on the roundtable by Ismar Santa Cruz, VP/Managing Director of Radio Strategy at Univision Communications; Norsan Group Chairman/CEO Norberto Sanchez; and iHeartLatino Chairman/Chief Creative Officer Enrique Santos, who arrived on “Cuban Standard Time” due to traffic on I-95.

Serving as moderator is Jose Valle, former president of Univision Radio and former NAB Radio Board chair, who is joining Cirque du Soleil. With Valle asking what was going on at his old stomping grounds, Santa Cruz took pride in ratings success seen in nine of the 10 biggest markets in which Univision Radio has stations.

“It speaks to the power of the Hispanic radio audience,” Santa Cruz said. “It is there, and the power is there. We represent a large community, and the buying power is there.”
Valle asked Santa Cruz to dive deeper into Univision’s new operating structure. With recent changes in content creation and distribution, Santa Cruz says in the last year Univision Radio has “doubled down on those efforts” and is “upping our game” with its stable of local and syndicated personalities.

“We are hyperfocusing on talent, and whether it is local or syndicated, we are looking to engage the listener with what they want,” Santa Cruz said. And, as many a total market programmer will note, “It’s the magic between the personality and the playlist that matters.”

For Sanchez’s Norsan Group, the Charlotte-based group from Day One, when it was launched in 2005 with a little Jacksonville AM station, was pitched as “a media company.” This is because Norsan has been active with newspapers and with live events, such as concerts.

Unlike SBS or iHeart, Norsan has excelled at being in many emerging markets. And, because there is not much interest in Hispanic radio from big companies operating in the markets where Norsan has stations, Sanchez believes he’s in the driver’s seat on future growth opportunities.

One reason he’s positive about the coming growth for his business is Norsan’s lack of involvement with investment bankers. It’s a statement that came as SBS shares sank to 60 cents, and concerns regarding Univision’s leverage continue to haunt the multimedia company. Sanchez’s comments led Valle to quip, “With no shareholders you may be the happiest man in the room!”

But iHeart’s Santos is perhaps the one panelist poised for growth. Asked by Valle if iHeart will be flipping stations to Spanish-language formats, Santos said yes.
“With 850-plus terrestrial stations I think we can all agree that we don’t have enough in Spanish,” he said. “We’re very excited.”

First, however, is the anticipated April 15 rollout of the national version of Enrique Santos’ show. This show will be entirely in English, and will roll out to 75 stations.
Meanwhile, everybody’s thumbs up about Q1 and for 2017, everyone seems happy.
And, as Santa Cruz sums up, “It’s a playground for U.S. Hispanics and it is ours for the taking.”

LEAVE A REPLY

Please enter your comment!
Please enter your name here