Latino music, community notices, and topics of interest to the

Latino community in the Toledo-Metro area. It will have a bilingual format.

every Sunday from 8:00PM until 9:00PM since April of 2002

radius of downtown Toledo, Ohio, which, according to the 2000

Census, has a Spanish population of over 50,000. The communities

of Findlay, Oak Harbor, and Fremont, for example, would be able

to tune into this programming. See attached map of listening area.

the Toledo-Metro area.

According to the January 31st issue of M Street Daily 1, an authoritative radio

industry newsletter, "Spanish radio is exploding along with the Hispanic population."

Noting that there are "plenty" of mom and pop operators along with Hispanic

Broadcasting (nee Heftel), Spanish Broadcasting, Excl and Z-Spanish driving

Spanish radio growth as the Hispanic population maintains its three times the

average population increase, M Street offers the following Spanish radio statistics,

as of 1999:

but gets 7% of all the 12+ audience

there were 331

The growth of selected formats emphasizes the success of Spanish radio.

What accounts for the extraordinary Spanish radio growth? According to

Ramon Pineda, president of Caballero Spanish Media radio representatives,

"radio can be a strategic tool, not just a tactical choice. The power of radio is

in its very personal appeal to the listener." Indeed, within the format called

"Spanish" above, there are nine or more formats distinguishable to Spanish

radio buyers and sellers, and within many of those, country-specific variants

important to individual national origin groups in several top Hispanic markets.

Arbitron, the radio ratings service, has begun reporting language preference

of Hispanic radio listeners.

Many Hispanic market media planners and radio sellers have believed that

while TV audience is about 90% Spanish Dominant, radio, which is primarily a

music medium, attracts a much higher proportion of bilingual, Englishpreferring

or acculturated Hispanics who enjoy the music as a cultural element

(roughly 50% of Hispanics are Spanish Dominant). Until the release of

this new Arbitron data, this was a theory lacking research support.

The data for the following chart represent a compilation of 18-49 year old

Hispanics’ listening in the top 10 Hispanic radio metros (54% of the Hispanic

U.S.). It is probably no surprise that Tejano format’s listeners are about evenly

divided in language preference; many Tejano stations have English speaking

DJs playing Latin music.

Source: Arbitron, Fall 1998, Top 10 Hispanic Metros

In the 2000 Census, there were estimated to be over 32,000,000 Hispanics in the United

States, which is approximately 14% of the total population.

Whereas, in July, 1980, the Census reported 14,887,421 Hispanics in the United States,

which is about 6% of the total population. It was at about this time that marketing to Hispanics began

to grow at a sharply accelerating pace, which is accelerating even faster today.