Since last Spring, Spanish radio has been hopping. According to the most recent Arbitron data, there are now 825 Spanish language stations, up from 680 in the Spring. This is no surprise, however, since Hispanics make up the fastest-growing group in the nation, with 16.3 percent of the population. In fact, according to the U.S. Census, grew by 43 percent from 2000 to 2010, from 35.3 million to 50.5 million. This trend is more than just a demographic shift. The growth of the Spanish language radio market provides a great opportunity to reach this burgeoning population in their own language with messages tailored to them.
Through our years of pitching, we have found that messages tailored to the Hispanic market, pitched and sent in Spanish, work well for radio. We have often heard from producers and news directors that many PR practitioners simply use their same English-language materials and pitch stories in English. A little effort to know about the population, pitch in-language and provide radio-ready Spanish language pieces pays off, because your message is customized to the station’s audience and needs. If a producer or news director has to translate all materials themselves and make the story relevant to their audience, only the biggest, breaking news stories will be covered. So take some time to look at your Spanish outreach initiatives and provide some radio-ready materials.
To take a look at some of the great stories we’ve been pitching to Spanish language radio, visit Radio News Source.