Have You Met Today’s Hispanic Consumer?


The State of Hispanic Radio

Are Consumers Cocooning or E-Commercing?

​Hispanic consumers.

How much do you really know about this fast-growing demographic and where to find them? Has the political climate altered their shopping habits? Are Hispanics cocooning more and avoiding brick and mortar, especially in border towns, due to uneasiness in what are for some uncertain times?

Or is e-commerce simply a more convenient and attractive option for this exploding segment of the population — one that is both younger and among the highest-indexing users of social media and digital platforms?

Finally, what does all of this mean to your clients and how they target their advertising dollars? What does it mean to Hispanic radio? What challenges and opportunities are on the horizon?

The Hispanic Radio Conference kicks off with a session you won’t want to miss. At a panel led by Eric Garcia, audio revenue chief at Spanish Broadcasting System, you’re invited to hear all-star experts provide the facts, figures, and analyses of what to expect from business conditions over the next 12 months as they address the issues in “The State of Hispanic Radio.” You’ll get their perspective on how current administration proposals and policies regarding health care, tax cuts, the wall, DACA, and immigration will impact business — and the business of doing business.

And at the end, you’ll have the opportunity to ask your questions and participate in an important discussion on how Hispanic radio can foster unity and greater activism in the communities it serves.


Eric Garcia is audio revenue chief of Spanish Broadcasting System and VP/GM of WSKQ & WPAT in New York. He manages revenue for the local, national, digital, and entertainment divisions at all SBS O&Os across six markets, including New York, Los Angeles, Miami, Chicago, San Francisco, and Puerto Rico. In addition, he manages the overall operations at WSKQ and WPAT. Before his current role, Garcia served in various executive positions at SBS in New York as general sales manager, national sales manager, and account manager. Before joining SBS in 2004, he worked at Interep National Radio Sales in New York as an account manager. His hands-on approach to business, open-door policy, and overall passion to continuously evolve and redefine radio as the leader inside the nontraditional revolutionary media space are the things Garcia considers to be most exciting about the industry.


Arminda “Mindy” Figueroa is founder and president of award-winning engagement solutions agency L2L Marketing+Communications. She is a long-recognized leader in the traditional, multicultural, direct, and digital marketing fields, and she has built a successful career focused on generating awareness of the essential role of the multicultural market in corporate America. Before launching L2L, Figueroa was project director for Scholastic Media and oversaw the launch of the number one-ranked PBS children’s TV series Maya & Miguel. Previously, she held senior marketing positions at the Bravo Group (a Young & Rubicam agency), Univision.com, Verizon, and Anheuser-Busch. Figueroa is a frequent presenter at industry seminars and conferences. Following Hurricane Maria, Mindy served as an advisor to Gov. Rick Scott for the South Florida Relief Efforts for Puerto Rico and is the proud founder of the philanthropic grassroots organization Adopt a Puerto Rican Family Relief Effort.

​Mark Fratrik serves as BIA/Kelsey SVP and chief economist and is responsible for forecasting across all local media segments. He also manages the company’s numerous proprietary databases and conducts primary research on various trends as they affect the broadcasting and related communications industries. Additionally, Fratrik is heavily involved in BIA/Kelsey’s strategic and financial consulting projects, conducting research and analysis for clients on matters related to the broadcasting, digital media, and related communications industries. Throughout his career, Fratrik has researched and spoken at numerous conferences on the impact of the economy on the broadcasting industries, revenue trends, proposed and enacted regulatory changes, and new media technologies. He is often quoted in the media and is a leading spokesperson concerning trends and forecasts for the media industry including analyzing competitiveness of media and related industries. He is the author of BIA/Kelsey’s series of studies on the state of the radio and television industry.

César M Melgoza is founder and CEO of Geoscape, which provides strategic guidance, technology-fueled data products, research, and analytic services; the Geoscape Intelligence System (GIS), the DirecTarget® database enrichment system, and a variety of other databases and technologies are deployed successfully by hundreds of corporations. Melgoza’s career blends experiences in information technology, marketing, research, psychology, and public policy. While completing his degree in psychology at the University of California, he supervised quality control for Information Magnetics Corp, and while earning his master’s at the University of Texas at Austin’s LBJ School of Public Affairs, Melgoza served as research associate at one of the first Hispanic market research companies and at the University’s Center for Mexican American Studies. After a stint at Apple, he went on to lead marketing and international business development at venture-funded Strategic Mapping, Inc. In 1995, he relocated to Florida and created Geoscape to develop next-generation market intelligence for domestic and international markets. In 2007, his firm entered into a financial partnership with Goldman Sachs and now is co-owned by Melgoza along with Goldman Sachs spinoff NMS Capital.

​​​The Hispanic Radio Conference is the only conference dedicated solely to Hispanic radio. Now in its ninth year, the conference attracts the industry’s key leadership in management, sales, and programming, whose combined audience reaches approximately 95 percent of the 59+ million Hispanics in this country.

Register today!


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