November 27, 2015

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First Mediaworks

05/21/07 Why Battle Over Crumbs?

When there are only crumbs to eat, every hungry person will fight for his share. It’s survival of the fittest. But if all of those people worked together instead of fighting over crumbs, collectively they could bring more food to the table, and everyone could be well nourished.

Because we’re trained to fight our competitors, working together to plan a future and develop a unified effort seems counterintuitive. But the individual survival mode will only lead to more fighting, price-cutting, badmouthing of competitors, and reinforcement of the negative stereotypes advertisers often hold about radio.

Everyone is talking about the value of Hispanic media, the growth of the Hispanic population, and its value to advertisers. Yet Hispanic media faces the incorrect assumption from advertisers that Hispanics have no money to spend, that they aren’t desirable customers, and that advertisers should be allowed to pay less to reach Hispanic audiences. These bigoted responses need to be changed.

Hispanic broadcasters can go it alone and fight over crumbs, or come to the table together and feast on the collective growth they’re experiencing right now.

This problem solves itself if local and national advertisers are shown the value and growth of the Hispanic audience. If the stereotypes are addressed and overcome, and the level of professionalism across all Hispanic radio is among the highest in Hispanic media, this unification effort will result in long-term success, and will give Hispanic radio its fair share — at a fair price. Spending will increase, and everyone will benefit.

This issue of Radio Ink is devoted to Hispanic radio. It also coincides with our inaugural Hispanic Radio Conference, and the introduction of our Hispanic radio awards, the Medallas de Cortez. The Medallas de Cortez are named for Raoul Cortez, founder of the United States’ first Spanish-language radio station, KCOR, in 1946. We’re proud to honor his legacy with these awards.

This is an historic day for both Radio Ink and the Hispanic radio industry, as we gather in San Antonio to celebrate Hispanic radio, talk about its future, and work toward unity. Together we can build Hispanic radio into one of the shining stars in radio nationwide. Apart, the growth opportunity will be stunted. The timing for unity is perfect; without it, Hispanic radio may never get its fair share. Despite a large and loyal audience with solid spending power, without a unified message, the industry will always battle over crumbs. So, will you stand unified, or will you stand alone? It’s time to choose.

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