(4-26-13 UPDATE) We've received interesting feedback after running our Thursday story with Entravision's COO Jeff Liberman who says, despite the growth in Hispanic focused radio, that marketplace is still underserved. Ruth comments, "Are you kidding me. The market I am in has 36 signals and 14 of them are Spanish or Asian language. That means 36% of the fourth largest market in the US is broadcasting in another language." Read more of our comments below the original story
4-25-13
Entravision COO Jeff Liberman has been in radio for almost his entire adult life. There's no question he's an expert on radio and especially on the topic of the Hispanic consumer. In 2012 Liberman advanced from President of the Radio Division at Entravision to COO of the company. The story of how his family entered the radio business is fascinating. Liberman calls himself a ?radio brat? and while working for his family he learned how to do every job that needed to be done at a station, from answering the phones to filling out affidavits to selling time. Liberman sharpened all the many tools of the radio trade that put him on the path to becoming one of the 40 Most Powerful People in Radio. Today, Entravision operates one of the nation's largest groups of Spanish-language radio stations. Liberman, tells Radio Ink even with the growth of media targeting the exploding Hispanic population in the United States, that audience is still underserved.
"Even with the ups and downs of the economy during the early 2000s, we were able to sort of be recession-proof
during those times. Even as the market grew at the beginning of 2000 until now, the marketplace is still underserved, it is still undervalued. There?s a lot that we still need to do to get to be at the same level as general-market stations and what they are getting for their audience. The change in the landscape started when Heftel bought the stations in Los Angeles at the same time Tichenor Media was starting to make their move in Texas and the Midwest. Shortly after I started working with Entravision, we bought those 17 stations and Z-Spanish Media. Most marketplaces, if you look at the number of stations going after the English preferred listeners compared to the Spanish preferred in the marketplace, the Spanish preferred is still underserved.
Liberman will appear on the cover of the May 6th issue of Radio Ink Magazine. He adds there is something that can be done to improve the situation of the Hispanic marketplace being underserved. "I think, especially our side of the business, we need to become more vocal with everything we do. The Latino marketplace is the fastest-growing marketplace in the United States. And it?s the one that probably gets the least amount of attention. We have to be far more vocal on all fronts ? at the agencies and also on the political level."
And don't forget to join us in Miami May 16 and 17 for the Radio Ink Hispanic Radio Conference.
If you plan on attending, the special rate of $149.00 and the Biltmore Hotel expires tomorrow (Friday)
(4/25/2013 6:23:47 PM)
I live in a market where Hispanics are the largest and fastest growing ethnic group in the market. I agree that there are a lot of 2nd and 3rd generation Hispanics in this market and yes many have been educated here in this country. However, there are still large areas of this market that are Hispanic dominent where Spanish is the language of choice in business and at home. Hispanics hold onto there native culture and continue to teach their children those values and customs they brought to this country. As a businessman I have experienced the value of this market by reaching out to them in their preferred language. I am not Spanish speaking and I have had no problem transacting business. Radio Chuck get out of your biased world and experience the reality of the real world... I would imagine that you also condem country stations as redneck havens and we should strike the workd yall from the English language... Is it your ignorance of marketing or your closed mindedness that brought you here?? Have a great day in the Private Ethnic world "Radio Up-Chuck" (4/25/2013 4:47:32 PM)
What rude comments. It is cool that a Jewish person with family roots in Mexico can achieve so much
in America. My own background is different.
My parents (Jewish) who came from Europe wanted
to become Americanized, learned English and spoke it. Perhaps times have changed. Jeff is a really classey guy, and deserves respect. If you have a problem with Spanish language radio, its the FCC that has supported foreign language radio (as well as religious).
(4/25/2013 3:53:36 PM)
One of the bigger problems in emerging markets is you can send out more diaries or PPM's but the challenge is getting them filled out or getting them to wear them.But regardless Liberman is right and not a cry baby!!!
(4/25/2013 3:39:15 PM)
Robert says, "It's ironic that a guy named Lieberman is trying to speak for Hispanics."
The liberator of Chile was O´Higgins. The past president of Perú was named Fujimoi. Two terms ago, the head of Mexico was a guy named Fox. The richest man in Mexico has "Slim" as a last name.
Jeff Liberman's father is from Mexico. While he may have European heritage going back further generations, so does someone named "González" as well.
Chuck says, "How many more diaries does Arbitron have send out"
In the PPM markets, the DDI for Spanish dominant Hispanics is below 100; in diary markets the need to weight up is frequent. While approaching proportionality, the samples are still deficient, particularly in certain young adult age groups.
That Hispanics are oversampled is a huge, groundless myth.
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