Can Spanish-language radio serve as a powerful platform for the expansion of a very regional brand that seeks wider growth opportunities?
Yes. Louisiana-based roaster Community Coffee is using AMs and FMs targeting Hispanic consumers to great success in Texas.
In this Hispanic Radio Podcast, advertising agency head Alex López Negrete — whose resume includes Spanish-language play-by-play for an NBA franchise — shares his thoughts on why radio works for advertisers.
Speaking from Miami, where Negrete chatted with RBR+TVBR Editor-in-Chief Adam R Jacobson, López Negrete shared how his unique understanding of radio has translated to media buys from clients including McDonald’s co-ops in Texas and border states his agency works with.
“Radio has always been important and remains important,” he says. “I think there are series of myths out there that are sometimes propagated by some of the trade media, where you hear that Spanish-language [media] is dead and multicultural agencies are dead or dying. One of them is that terrestrial radio is dead, and that is not the case. Radio continues to be important for the Latino listener.”
By Sara Samora – Reporter, Houston Business Journal Lopez Negrete, president and CEO at Lopez Negrete Communications, has seen some progress in his company’s 35 years but felt more could be done. Now, between the Covid-19 pandemic and George Floyd, a Houstonian who died May 25 after a Minneapolis police officer held his knee to […]
Clearly, we are all fearing the same virus – but how are Hispanics living it? Our first perspective on Hispanics needs, wants, behaviors and implications for marketing communications during this initial stage of the pandemic. Download Perspective
Texas loses more than $2,300 per year for every person who doesn’t get counted in the U.S. Census, according to a recent study by George Washington University. With stakes in the billions for the once-in-a-decade event, Houston and Harris County officials Monday announced a vigorous joint effort to get an accurate headcount of every person […]