Spanish Radio Is Personal And Local

Wouldn’t it be nice to go back in time and change a potentially catastrophic decision? Spanish radio has precisely that opportunity. Traditionally, general market radio is ahead of Spanish radio and this typically means that the innovations or changes that general market radio experiences take time to trickle down to Spanish radio. Over that past few years as a result of internet radio and most recently as a result of satellite radio, there has been a bit of “soul searching” in free terrestrial radio. The “local and personal” argument seems to be the common denominator in all the conversations in which I have been involved.

What is most interesting here is that Spanish language radio has always been more personal and more local than general market radio. Yet, it is starting to change for a variety of reasons. If Spanish language radio is to learn anything from the mistakes that general market radio has made, we must learn that “personal and local” is what is going to keep free terrestrial radio competitive and successful.

Some of the bigger Spanish companies especially those in the more competitive Hispanic markets have begun a migration to a more “general market” sound of radio, less personal, more “jukebox” type sound, by worrying more about the quantity of entertainment than the quality of it and by turning personalities into liner card readers. It makes sense, doesn’t it? If general market has done it then it must be the “right” thing to do. Wrong!!! Overly tight play-lists, too many commercial and few and uninteresting topics are largely responsible for the situation that free terrestrial radio is in currently.

There are also some Spanish radio companies that are banking on the success of syndicated and satellite delivered programming. Though this makes financial sense in some markets where a competitive situation is not apparent, it provides a solid target for a potential competitor to attack. Because the choices and variety of programming, although growing, are not as diverse as what you can find in general market formats, it is harder to fend off a potential challenge of local programming.

The on air personalities in Spanish language radio are “big stars”, with the proper training and monitoring these personalities need to be encouraged and developed. In Spanish radio, these personalities are the source of valuable information about the community, place of origin, culture and family. Shows that feature community information including legal, financial, culture, religious and family are essential in the majority of Hispanic communities. A station in Texas, which I owned and programmed, a few years ago had a morning show in which they main elements centered on the life of the illegal alien. I certainly do not mean to stereotype the Hispanic community. I am one the most outspoken advocates against that very thing. But, as I mentioned in a previous article, you must understand the make up of your particular Hispanic target. The good use of phones, audience participation and humor are as important as music is for the success of a good radio show.

Invest in talent and locally produced programming. Keep in close touch with the community be a part of it. If you do, you will be ahead of the curve and Spanish radio will lead the way.