In our latest survey, we asked Hispanic reporters a diverse range of questions to get to know how their listeners’ current demands and radio listening habits are shaping their coverage.
We asked reporters to measure on a scale of 1 to 5 – with 5 being the highest – how much they thought listeners had been paying attention to politics since the current administration officially took office. The result: 90% of respondents indicated their listeners’ strong interest in stories stemming from the White House.
When asked how the current administration has shaped their news coverage, reporters and producers surveyed said the administration has prompted journalists at Spanish-speaking outlets to cover more news topics, including a special focus on immigration. Some of the responses included: “There is always new information to give every day,” and “It has a lot of influence in how we shape our content, especially on immigration.”
Aside from the topic of immigration, most respondents found listeners to engage more in local and national news rather than international news, with only 20% of respondents expressing interest in the latter. Moreover, most reporters and producers said it was important to interview spokespeople with local information. One hundred percent of respondents said they’re interested in having experts on broader immigration topics, closely followed by DACA and Medicare.
Eighty percent of respondents were more intrigued by story pitches related to politics and immigration versus pitches that were are not related to these topics. One reporter said, “Because of the actual environment, our audience is scared and worried, and there is a lot of fake news on social media.”
Aside from the topics mentioned above, respondents said health was a big subject their listeners were interested in, followed by celebrities and entertainment, then finance, environment, and arts and education, which were tied.
Despite the fact that English proficiency is rising among Hispanics ages 5 and older, with 68.4% of Hispanics speaking English at home according to a Pew Research Center study, radio reporters have not changed the way they deliver the news. Content is produced solely in Spanish for most networks and stations. In fact, when asked if they were more likely to open a pitch written in Spanish versus one written in English, 60% of respondents said ‘yes.’
Stay tuned… Or better yet, Manténgase en sintonía…