2021 Hispanic Radio Conference
Sean and Katie attended the 2021 Hispanic Radio Conference presented by Radio Ink in Miami, Florida this week. While we were only able to attend the second of two days, we learned a lot and the day was filled with many highlights.
Rick Ramos and Sherman Kizart spoke in a discussion entitled “Strength in Numbers” about the responsibilities that agencies and advertisers have in promoting multicultural stations. They discussed the initiatives outlined by the American Association of Advertising Agencies, and their 5 point plan to funnel ad dollars to minority-owned stations and media outlets.
Katie spoke on the panel “Can Dollars to Hispanic Radio Fuel the 2022 Midterm Elections?” with Adam R. Jacobson,. Editor-in-Chief, Radio & Television Business Report, Deon Levingston, Regional VP, Urban One/Indianapolis, Detroit, St. Louis, and Debbie Mucarsel-Powell, Congresswoman, 2019 to 2021, FL 26th District. Standout moments from the discussion included:
- Ms. Mucarsel-Powell discussed the high cost of running a campaign and how the dollars allocated to media get divided between different media types.
- Mr. Levingston discussed how politicians need to maintain relationships with minority-owned stations, including spending dollars at said stations, in order to expect positive receptions. This is especially true when spending money at other non-multicultural stations in the area.
- Mr. Jacobson discussed the latest findings on the power of the Latina vote, and how Latina women are highly politically active.
Lunch was presented by our sibling company, and research arm, Harker Bos Group. There was live music by BBR Music Group’s Frank Ray, which had the added bonus of being the a full band, outside on a beautiful day.
Eric Garcia, VP/Audio Sales, NY-Eastern Region, Univision interviewed Juleyka Lantigua, Founder/CEO, LWC Studios and cover star of the latest issue of Radio Ink’s magazine. Ms. Lantigua discussed her work creating and producing podcasts, including how they can fit into, and not fight, radio. She also discussed the importance of bringing younger and multicultural employees into the room when making decisions.
Sean and Katie presented the findings from our Fall 2021 Hispanic Radio Report, including statistics about the radio listening habits, voting plans, and S.E.S. information of Hispanic Radio audiences. The whitepaper can be download here, and would be a useful tool for any Spanish-language and/or Hispanic station’s sales team when promoting themselves to agencies and advertisers.
Matt Feinberg, Chief Strategy Officer, HRN (Gen Media) moderated a panel with Stephen Paez, EVP/Managing Director/Cultural Quotient Lead, Spark Foundry, and Jason Kanefsky, Managing Partner/Marketplace Intelligence, Havas Media titled “Advertisers & Hispanic Radio: Marketing in a Post-COVID World”. They discussed the effects of COVID on advertisers and what stations can expect in the next year from their agency partners. This was a lively panel with a surprise appearance from a Nielsen representative in the audience who discussed the initiatives Nielsen is taking to make sure their data includes, and is affordable to, minority-owned stations.
All in all, the 2021 Hispanic Radio Conference was a huge success. We would like to thank Deborah Parenti and Radio Ink for allowing Crowd React Media to speak, and all of the other panelists and attendees. We hope to see you all there next year!
You can contact Crowd React Media via email, contact form, or downloading our latest whitepaper. We’re also on Twitter!
