Hispanic Radio Podcast: Emmis’ Double Play


One of the key objectives of the Hispanic Radio Podcast is to provide insight and intelligence on a group of consumers who, for lack of a better term, may be ignored by media including radio.

Radio is a great way to connect with one group of consumers who love music, and love information. Sometimes, it simply takes a village — and individuals committed to providing live-and-local content to the best of their abilities. In Austin, Emmis Communications has excelled by taking this approach to two Spanish-language FMs serving two very distinct groups of listeners.

How has a company mainly known for English-language stations shined in Texas’ state capital? To get the answer and to learn how this success could be replicated in other markets, RBR+TVBR Editor-in-Chief Adam R Jacobson spoke with Randall Garcia, General Sales Manager of Emmis/Austin’s regional Mexican KLZT-FM 107.1 “La Z” and HD2 cousin which uses an FM translator to serve the market as Spanish Contemporary “Latino 102.7.”

As we look back on the last year, how has KLZT kept the momentum with advertisers going?

How has the addition of Latino 102.7 to the Emmis mix broadened its offerings for Austin and helped further build advertisers?

Does Emmis founder and Chairman/CEO Jeff Smulyan “understand” Spanish-language radio, or is it simply a matter of understanding “radio that fits the marketplace” and doing it best?

Answers to these questions and more can be found in this fresh 15-minute podcast:


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