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Make More Money Tomorrow


Money may not grow on trees, but it is within reach -- and you can find out where to get it at the Hispanic Radio Conference, coming up next week. Angie Balderas (pictured) leads the panel "Local Direct Strategies: 10 Ideas for Making Money Tomorrow," and these experts promise to present 10 easy-to-execute sales ideas that can translate into more revenue for your station tomorrow.

You have the radio assets. You have the digital assets. Find out exactly how to make them work together for creative, client-pleasing opportunities that lead to bigger shares and stronger marketing ties. This is a session you literally can't afford to miss. Only at the Hispanic Radio Conference, May 16-17 at the Biltmore Hotel in Miami.

About our Moderator. Angelica Balderas is Vice President/Director of Sales for Adelante Media Group. She currently works with national advertisers and their agencies to execute advertising and promotional programs across Adelante's nine markets. Previously she was the president/principal of Aztec Media and launched KTTA-FM (Kebuena 97.9FM), KLNA (Power 105.5FM,) and KBBU (Ke Buena 93.9FM); those stations were sold in 2004 to Bustos Media. Balderas' experience includes over 20 years of local direct and agency transactional business and retail activation, as well as event marketing. National clients such as Tecate, Verizon, and MillerCoors have cited her work as examples of successful events and retail programs.

Sofia Carrera is the Midwest Regional Sales Manager for Liberman Broadcasting Inc., overseeing national spot TV and radio sales for Estrella TV in 40 markets and for LBI radio in four markets. Carrera began her career at Katz Media Group in Chicago, then moved on to local radio sales for Lotus Communications at WTAQ (La Mexicana) until it was sold to Disney. She found new opportunities in local sales at Radio Unica, then went on to work for Entravision TV in Chicago and Dallas. Carrera worked her way up to LSM and later NSM with Entravision’s KNOR, KBOC, KZZA, and KTCY in Dallas, which were sold to Liberman Broadcasting in 2006. She continued as NSM of the stations for a year before moving back to Chicago to head the opening of Liberman's in-house rep's national office in 2007, servicing the Midwest.

Bob Cohen is President of Bob Cohen Strategies, LLC.  Launched in 2010, the company works with domestic and foreign media, sports and entertainment businesses, research firms and packaged foods businesses to grow revenues, profits and brand values. Cohen is a 30-plus-year industry veteran with an extensive background and accomplishments in media, sports and entertainment and has experience working with Spanish-language broadcasters and Hispanic markets in Mexico, South America, and the U.S.  Before starting his company, he spent 23 years with Clear Channel Communications, including nine years as president/CEO of the International Radio Division, including Mexico City-based Grupo Acir, with operations in 40 markets across Mexico. Before moving to corporate, Cohen spent 11 years as VP/MM for Clear Channel's seven radio stations in the company’s hometown of San Antonio.

Annette Malave is VP/Business Development at the Radio Advertising Bureau, and in that role is a communications agent for the radio industry, with a focus on boosting radio’s prominence with advertisers and their agencies. She also serves as a sales-oriented analyst for corporate marketing and research projects. Malave's advertising career spans more than 20 years with such agencies as JWT, Grey, MindShare, and GM MediaWorks. During Malave's tenure at MindShare, she served as the Hispanic media lead and developed many successful buying strategies and tactics on behalf of clients.

Hispanic Radio Conference
May 16-17, 2013
Biltmore Hotel