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2012 Advisory Board

Honorary Chair:
Eduardo Caballero

Angelica Balderas, Nat'l Sales Manager, Adelante Media Group
Weldon Crelia, VP/Nat'l Sales Manager,Border Media
Barry Fischer, COO, McGavren Guild Media
Horacio Gavilán, Exec. Director, AHAA
Adam Jacobson, Founder, Adam R Jacobson Editorial Services & Research Consultancy
Berry Jasin, VP/National Sales, Spanish Broadcasting System's Consolidated Operations
Francisco Montero, Attorney, Fletcher, Heald & Hildreth, PLC
Phillip Woodie, President, Lotus Entravision Reps


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A Letter From
Eric Rhoads
Why This is an
Important Career


 2012 Hispanic Conference

March 21

8:00 a.m.-12:30 p.m. 
Exhibit set-up

1:00-2:30 p.m.
Registration (Exhibit Area}

2:30-2:40 p.m.
Opening Remarks:
Eric Rhoads,
Chairman/Publisher, Radio Ink
Eduardo Caballero, Honorary Chair
Deborah Parenti, EVP/Radio, Radio Ink

2:40-3:20 p.m. 

3:20-4:00 p.m.
The Impact on Media of America's Hispanic Population Growth

Census 2010 data shows what most demographers and marketers expected -- the U.S. Hispanic population continues to rise. But is Hispanic media in for a long-term struggle? Are the boom days over for Spanish-language radio? This session will discuss some of the latest findings released in the U.S. Census Bureau's American Community Survey and how advertisers, media buyers, and marketing and branding professionals are digesting the details. Learn from agency and client-side professionals why Hispanic radio remains vital to reaching all Latinos, why it retains high ROI, and how media buyers should understand how Hispanic radio is consumed. Discussions on America's hottest emerging Hispanic markets will also make this a must-attend session..
Moderator: Adam R. Jacobson, Founder, Adam R. Jacobson Editorial Services
David Burgos, VP, Millward Brown & Co-Chair, Advertising Research Foundation People Forum
David Gleason, Hispanic Radio Consultant
Arthur Rockwell, VP/Sales, Geoscape
Isabella Sanchez, VP/Media Integration, Zubi Advertising Services

4:00-4:40 p.m.
Hispanic's "Three R's": Radio, Revenue, and Recession 
How does Hispanic radio position itself amid the added challenges facing the ad economy today? What's the key to keeping Hispanic radio on the buys, and what are the top five reasons Hispanic  radio's sellers need to give clients and agencies to get their share of the pie in 2012? We'll hear from all sides -- client, agency, and a station that is getting it right.
Moderator: Barry Fischer, COO, McGavren Guild Media
Berry Jasin, VP/National Sales, Spanish Broadcasting System's Consolidated Operations
Rich Tunkel, Director of Sales, Arbitron Radio Station Services

4:40-5:10 p.m.
Inside the Minds of Hispanic Radio's Top Programmers
From interactive to morning show challenges, the hot issues facing Hispanic radio’s programmers are explored by some of the best minds in the business. Spanish or English? How far should morning shows be allowed to go? What creative initiatives are smart PDs developing to overcome lack of staff and promotional budgets? And how are the PPM, new ratings resources, and sales pressures impacting decision-making on the product side today? 
Moderator: Juan Gonzalez, Director/Group Programming & New Media, Adelante Media Group
5:10-5:20 p.m. 
Información Romper

5:20-6:00 p.m. 
Medallas de Cortez Awards Presentation
Presentation of the third annual awards, the only ones dedicated solely to Hispanic radio. Who will this year's winners be? Who will receive the Lifetime Achievement Award?  Don't miss this always-moving ceremony.

6:00-7:00 p.m.
Cocktail Reception
March 22
8:00-8:45 a.m.
Continental Breakfast

8:45-10:00 a.m. 
Why Hispanic Radio -- Why Now?
Finding Accounts That Will Advertise TODAY & TOMORROW!
There are some account categories that know the importance of advertising in a down economy. This session will provide some one-on-one with clients who will “tell it like it is” and give stations the opportunity to respond. Hear from the experts what it will take for their car dealer, mortgage, real estate, health care, employment agency, and other businesses to give you their business today and for the long term!
Moderator: Phillip Woodie, President, Lotus Entravision Reps

10:00-10:15 a.m.
10:15-11:00 a.m. 
Sales, Sales, Sales
Never has generating revenue been more difficult. And Hispanic radio is additionally challenged with the ongoing battle of pricing Hispanic radio off of general-market criteria. Where the dollars are — and how to get them — is crucial. We’re calling on the best and brightest, sales gurus who will share with you how to identify, train, and motivate sellers who can bring home the bacon. And clients who will tell you how that training does, or doesn’t, pay off when it’s time to place those buys.
Moderator: Angelica Balderas, National Sales Manager, Adelante Media Group

11:00-11:10 a.m.
Información Romper

Measuring Hispanic Listening: Why Methodology Matters/How to Improve It
Hispanic broadcasters continue to express concerns over the PPM and its impact on Hispanic radio. What have we learned so far?
Moderator: Rosemary Scott,VP/Research & Corporate Communications, Border Media

Noon-1:15 p.m.

1:15-2:20 p.m.
Legal Linguistics
If you manage any facet of Hispanic radio, you need to know how developments in Washington will affect your programming efforts, your sales, and, ultimately, your bottom line over the coming years. Our distinguished panel will explore rule changes under the new administration, the economy, the advertising market, digital, streaming, and copyright issues, as well as important points on handling debt in today’s tight financing arena.
Moderator: Francisco Montero, Attorney, Fletcher, Heald & Hildreth
Jane Mago, EVP/General Counsel, National Association of Broadcasters
William Velez, Executive Director,Radio Music License Committee
Chris Wood, SVP/Asst. General Counsel, Univision Communications

2:20-2:30 p.m.
Información Romper
2:30-3:15 p.m.
Mobile, Interactive, and Internet Platforms for Hispanic Radio
Traditional radio dollars are dwindling. How can Hispanic radio take prime advantage of technology and the Internet and garner dollars from these revenue streams? Which Hispanic radio stations are most successful in embracing new media? Are there differences in how Hispanic consumers use new media platforms? We’ll spotlight the top players — top interactive buyers and initiatives -- and smart radio players that are taking the money off the table.

3:15-4:00 p.m. 
Group Head SUPER SESSION Roundtable 
Hispanic Radio's leadership sounds off with their vision and outlook for the future of the industry. What they say is always a revelation -- and a window into what to expect tomorrow.

4:00-4:10 p.m. 
Closing Remarks

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