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How Hispanic Consumers Affect Ad Revenue


The fast-growing and vital Hispanic population is having an ever greater influence on American life. The impact of the Hispanic vote on the November 2012 elections is just one example. Do you know exactly how to position your station and brand for these critical consumers?

Consider these facts: Discretionary spending of Hispanic households grew 14 percent in the past year while spending among non-Hispanic households remained relatively flat. One in four U.S. consumers planning to buy a home in the next two years is Hispanic. 19.2 percent of all U.S. consumers planning to buy a new or used vehicle in the next 12 months are Hispanic.

At Radio Ink's Hispanic Radio Conference, on the panel titled "Why Hispanic Radio -- Why Now?" you'll get the chance to hear the latest from a panel of experts on Hispanic media and research, moderated by SBS VP/National Sales Berry Jasin.

American Hispanics are a diverse group, and it's critical to your bottom line that you make a nuanced appeal to these key consumers, in both Hispanic and general-market radio. Learn how to stay ahead of the curve at the Hispanic Radio Conference, set for May 16-17 at the Biltmore Hotel in Miami.

Moderator: Berry Jasin is VP/National Sales of Spanish Broadcasting System's Consolidated Operations, responsible for coordinating and developing successful national sales and marketing campaigns for the entire SBS group. Before joining SBS, Jasin served as senior account manager for CBS Corp., where he was responsible for all network television, radio, and interactive division sales, including marketing and promotions. Before his move to CBS, Jasin was a regional/national sales manager at Clear Channel.

Monica Narvaez is Hispanic Broadcaster Account Specialist for Arbitron, specializing in providing Hispanic media insights and training for Spanish-language radio broadcasters. In addition, she is the lead at Arbitron for the promotion of Spanish-language radio and its unique value for advertisers in reaching Hispanic consumers. Narvaez has been at Arbitron for 10 years, working with programmers, air talent, market managers, corporate management, and sales executives. She was directly involved in the launch of PPM for every Hispanic radio market in the Western U.S. Before her work at Arbitron, Narvaez was a Web trainer for Nielsen.

Larry Rosin is co-founder and President of Edison Research. He founded Edison in 1994 and has been a primary force in building the company into one of the world’s most respected exit polling and media research companies. Edison is best known as the company that performs the exit polls for the six news organizations that make up the National Election Pool -- ABC, CBS, CNN, Fox, NBC, and the Associated Press, and other subscribers such as the New York Times and NPR. Edison Research provides strategic information and analysis designed to increase understanding of audiences and voters.

Corinna Ruiz is the Hispanic Media Manager and Hispanic Sales Manager for the East Texas Radio Group in Tyler, TX. Ruiz began her career at La Invasora (KOYE-FM) as an account executive; La Invasora was the first station in East Texas to feature a full-time Hispanic format. In November 2012, she assumed the newly created position of Hispanic media manager for the East Texas Radio Group. Along with overseeing a sales staff focused on radio and digital sales, Ruiz works in tandem with La Invasora's program director, assisting with content for the station's website.She has also been instrumental in the community outreach for La Invasora.