Latino Radio Audiences Wield Growing Economic Clout

NBN offers a variety of guaranteed radio packages tailored for specific audiences; Hispanics represent one of the most sought after markets for advertisers.

No longer a niche market, Latino listeners now represent a significant mainstream presence, and marketers who overlook this demographic risk the potential loss of millions of customers who are readily adopting American consumer habits.

Because U.S. Hispanics tend to retain a distinct ethnic identity, it's important to develop messaging that speaks specifically to them. An understanding of language preferences is also essential when identifying distribution outlets. According to a 2004 study by the Pew Hispanic Center, roughly equal numbers of Hispanics prefer getting their news in both English and Spanish (44%), from English language media only (31%) and from Spanish language media only (24%).

The most popular radio formats are: Mexican regional, Spanish adult contemporary and Tropical.

Mexican regional is the preferred format in the Pacific, South Central, Mountain and East North Central, namely, California, Texas, Arizona, New Mexico, Nevada, Colorado and Illinois, the states where most Mexican Americans live.

Spanish contemporary and Tropical are #1 along the entire Atlantic coast, where immigrants from South America, Central America and the Caribbean have settled.

NBN's media relations efforts concentrate on reaching Hispanics in the heart of their community. We guarantee more than 175 broadcasts from a package of 100+ direct telephone or MP3 placements with Spanish language station newsrooms nationwide, as well as distribution to leading Spanish language networks such as:

• Noticias CNN
• Hispanic Radio Network
• Z Spanish Radio
• HBC
• Metro News Spanish

Since many Hispanics listen to English language news on radio, an English language version of your radio package is an essential part of any campaign aimed at the Hispanic-American marketplace. This story, with specific Latino audience message points, is released nationally via satellite with specific market penetration through direct placement.

NBN also provides translation services for your radio news release (RNR) script and professional voice-over by Spanish language talent.

As with our standard radio news release, your Spanish language RNR includes next day reporting with detailed station lists and usage totals.

Additional options for distribution through the Univision network, the leading Spanish-language radio broadcaster in the country with 68 stations in 17 of the top 25 U.S. Hispanic markets and 4 in Puerto Rico, are available.