There are 1,075 Spanish-language radio stations in the United States. With 13,714 total stations in the U.S., Spanish-language stations account for 7.8% of all stations. This fall, both Clear Channel Communications and Viacom-owned Infinity Broadcasting, the two largest radio broadcasting companies in the United States, announced plans to expand in Hispanic radio – another indicator that the segment is the one of the hottest sectors in radio.

In order to maximize your radio outreach to Hispanic radio, you should always have a native speaker translate your communication materials, whether it is a press release or a PSA script. If possible, the person that is pitching and following up should also be fluent in Spanish. That way you can ensure that the stations fully understand the story. This also gives the person who is pitching the story the ability to explain how the story relates to the Hispanic community.

It is important to realize that there are many formats of Spanish radio stations. Make sure you choose the right stations for the demographics you are looking to target. The use of statistics that directly affect the Hispanic audience specifically also assists in a successful pitch.

Answer submitted by Carmen Cruz,
Media Representative, News Generation Inc.