Category Archives: Featured

2013 Post Hispanic Upfront Television Guide Now Available

The 2013 Post Hispanic Upfront Television Guide, a digital supplement to Broadcasting & Cable Magazine and, has been released.

The Guide includes a comprehensive review of the programming highlights for Spanish-language broadcast and cable television networks, as previewed in Upfront presentations held in New York in May 2013.

The Guide also includes an exclusive Q&A with Univision Networks President Cesar Conde, a profile on Tecate’s efforts to reach Hispanic television viewers, and the latest data on Hispanic population trends and buying power.

A directory of Spanish-language television networks, including rep firms Condista Ad Sales and LAETV, can also be found in the 2013 edition of the Guide, produced by The Adam R Jacobson Consultancy in collaboration with B&C/Multichannel News.

To download the 2013 Post Hispanic Upfront Television Guide, please click here.

Hispanic Radio: Advertiser Education Of Medium’s Strengths Still A Top Need

CORAL GABLES, FL — “Radio, depending on where it fits, depends on the mindset of the client.”

Those words, spoken by Zubi Advertising vice president of media integration Isabella Sanchez at the just-concluded Radio Ink Hispanic Radio Conference, summed up the thoughts of buyers and planners who may not consider Spanish-language radio a high priority when formulating their Hispanic media strategies.

In fact, notes Tapestry media supervisor Sylvia Serna-Refojo, the success of Hispanic radio sales managers to capture a client relies in great part on their education of the medium’s strengths with Latino consumers to those that may not otherwise consider a buy.

Sanchez, fresh off her attendance at this week’s Hispanic television industry Upfronts in New York, and Serna-Refojo agree that Hispanic radio–compared to television, print media, and digital media–has the more difficult task of proving to a client how successful a campaign can be. Once Hispanic radio sales teams can effectively demonstrate the success of an effort, the client’s interest in radio may therefore increase.

Asked by moderator Jason Gueits, Hispanic sales specialist at McGavren Guild Media, how more clients can add Spanish-language radio into their media mix, Sanchez gave an answer sure to further agitate ratings firm Arbitron: “Radio stations do a great deal to attract the client, but the biggest gap between Hispanic radio and other media is measurement.”

Sanchez challenged Hispanic radio to show greater accountability for its listening estimates and overall exposure to Hispanic consumers. “It’s more than showing a client pictures of 10,000 people going to an event,” she says.

On a positive note, Serna-Refojo and Sanchez each note that all categories “have exploded with radio,” and that educating media planners on the medium’s strengths made the difference. Sanchez says automotive is up; her agency handles Hispanic market efforts for Ford Motor Company. Movie studios have also stepped up their efforts with Hispanic radio. “They finally seem to have realized that Hispanics can afford to go to the movies,” she says.

Financial services and pharmaceutical are also enjoying a healthy bump at Hispanic radio, she says.

However, Sanchez harps that continued education to clients of Hispanic radio’s positive attributes will be key to closing the gap with other media on attracting more advertisers, and thus more dollars. “Sometimes I feel like I’m in [the Bill Murray film] Groundhog Day, and I’m explaining once again the power of Hispanic consumers. We need research that proves the effectiveness of radio.”

Serna-Refojo went so far as to argue that Hispanic radio is self-destructive, thanks to its embrace of English-language pop hits and, in some cases, English-language program content. “If general-market stations are included in the buy, it sends the message that we don’t need Hispanic radio. If English-language music is on a Spanish-language radio station, then why is it needed in the buy?”

Sanchez concludes that radio has much to gain from increased promotion of its ability to reach a wide array of Hispanic consumers. “A lot of radio stations are surpassing TV,” she says. “Some clients want Spanish-language cable television, but nationally only 20,000 people are watching. The radio industry needs to be bolder and more aggressive. There needs to be more press releases about how successful radio is, and more interest from clients will come.”


Adam R Jacobson



‘Crack Your Consumer’s Code’ With Market Insights and Observations In Hispanic Market Overview 2013

Annual report, presented by López Negrete Communications, now available from

MIAMI BEACH, Fla., April 29, 2013 /PRNewswire/ — Hispanic market media strategist and veteran journalist Adam R Jacobson, in association with, has released the 2013 edition of Hispanic Market Overview, presented by López Negrete Communications.

This downloadable  and easy-to-digest report, produced as a PDF for advertising, marketing, social media, and PR professionals who seek to increase their ROI by increasing their multicultural efforts, features insightful information and discussions of the key issues facing Hispanic media, advertising agencies, and marketing and advertising professionals.

Hispanic Market Overview, presented by López Negrete Communications is produced exclusively for, the Hispanic market’s leading advertising and media news and information site.

“This year’s report will build on the previous three editions of Hispanic Market Overview by offering a richer look at the rapid embrace of digital, social and mobile platforms by multicultural media and marketers,” says Jacobson, who launched Hispanic Market Overview in 2010 after a lengthy career as a journalist focused on Hispanic marketing and media. “Hispanic Market Overview, presented by López Negrete Communications is designed to provide the highest level of insight and observations from many of the Hispanic marketing and media world’s key players themselves.”

The 2013 edition of Hispanic Market Overview, presented by López Negrete Communications, features interviews with Acento CEO Roberto Orcí, López Negrete Communications CEO Alex López Negrete, Alma Chief Creative Officer Luis Miguel Messianu, Richards/Lerma principals Aldo Quevedo and Pete Lerma, Fox Hispanic Media chief marketing officer Oswald Mendez and EVP/Sales Tom Maney, Univision Communications EVP/advertising sales Steve Mandala, Telemundo SVP/Sales Joe Bernard, Discovery Networks US Hispanic GM Ivan Bargueiras, NuvoTV SVP/Ad Sales Craig Geller and programming head Bill Hilary, People en Español publisher Monique Manso, DishLATINO  VP/Marketing Alfredo Rodriguez, Digilant head of multicultural initiatives Rafael Hernandez, Batanga Media VP/Marketing Natalia Borges, ESPN Deportes VP/Programming and Business Units Freddie Rolon and GM Lino Garcia, Fox Deportes GM Vincent Cordero, Radio Ink chairman/publisher B. Eric Rhoads, and research expert Carlos Viramontes.

The 2013 edition of Hispanic Market Overview, presented by López Negrete Communications, focuses on the following topics:

* The importance of research in guiding marketing, programming and sales at Hispanic media and Hispanic advertising agencies.

* The cross-platform convergence and the importance of digital, social, and mobile media in the U.S. Hispanic market.

* Top advertisers in Hispanic magazines and Hispanic websites, according to Media Economics Group.

* Ad spending trends in Hispanic media, according to Kantar Media.

* Population statistics and trends from Census 2010 and Pew Hispanic Center analysis.

To request a copy of this report, please contact us at


Arbitron Releases Hispanic Radio 2011; Principal Analysis from Jacobson

The 2011 edition of Arbitron’s Hispanic Radio Today, a comprehensive research report offering an in-depth review of listening to Spanish-language and English-language radio stations by Latinos across the 50 states, is now available via a free download from the company’s website.

Adam R Jacobson served as the Principal Analyst for this report; he has worked with Arbitron on Hispanic Radio Today since 2010.

Hispanic Radio Today 2011 is accessible by clicking on this link: The report offers a detailed look at the radio listening habits and consumer insight among U.S. Hispanics, who now number 49.1 million people, or 16% of the U.S. population. This edition reviews 16 formats, including 10 Spanish-language choices and six English-language formats.

Audience data for Hispanic Radio Today 2011 are taken from the 102 Hispanic “Differential Survey Treatment (DST)” markets that have a significant Hispanic population.

The 10 Spanish-language formats covered in this edition are Mexican Regional, Spanish Adult Hits, Spanish Contemporary, Spanish News/Talk, Spanish Oldies, Spanish Religious, Spanish Sports, Spanish Tropical, Spanish Variety and Tejano.

Six English-language formats profiled in this report are general-market Adult Contemporary, Classic Hits, Country, News/Talk/Information, Pop Contemporary Hit Radio and Rhythmic Contemporary Hit Radio.

Readers can find an expanded examination of radio listening by Hispanic consumers across the U.S. for all 16 formats. Each profile includes the average quarter-hour share of the total Hispanic audience, its weekly reach in terms of total listeners, the number of stations programming those formats, the gender balance, segmentation of the audience composition by age and language preference for these formats, Time Spent Listening by demographic, education levels, income by household, ratings by daypart and by U.S. state and at-home versus away-from-home listening.

Hispanic Radio Today 2011 provides the details and analyses that reinforce the relevance and vital role radio plays in the lives of Hispanic Americans.

Questions and comments about Arbitron’s Hispanic Radio Today 2011 can be directed to

The Miami Herald’s Business Monday: Spanish-Language TV Networks Thriving

Spanish-language television is growing. But what sort of growth can viewers and advertisers expect in a market like Miami?

Adam R Jacobson, taking a break at his home office

The March 22, 2010 edition of The Miami Herald’s Business Monday explored the topic in detail, as Glenn Garvin interviewed Adam Jacobson, Julio Rumbaut, José Cancela and other Hispanic market experts and executives on the subject.

To read the Miami Herald article in full, courtesy of Boulder Weekly, simply click here!


Adam Discusses The Exit Of ‘El Cucuy’ From SBS

On September 15, 2008, Renán Almendárez Coello – “El Cucuy de la Mañana” – aired his last show from SBS’ regional Mexican KLAX-FM 97.9 “La Raza” in Los Angeles.

In a statement released by the host, Almendárez said he will now focus on building his own radio network.

The Los Angeles Business Journal’s Joel Russell interviewed Jacobson to discuss Renan’s exit.

“Where you had one big host years ago, now you have three going for the same audience,” said Jacobson, then the associate editor at Hispanic Market Weekly newsletter in Miami. “Renan was the oldest of the three in terms of content and his ability to bring in new listeners.”

But El Cucuy was eclipsed by KSCA-FM’s “Piolin por la Manana” and Que Buena’s “Don Cheto.”

Read the entire article, courtesy of

DC’s Progressive Radio Station Adopts Latin Format

On January 14, 2005,  alternative rock fans were surprised when radio station WHFS in Washington, DC, changed formats. Infinity Broadcasting, a division of Viacom that today is known as CBS Radio, teamed with Spanish Broadcasting System in determining there was more money to be made in appealing to Hispanic listeners.

National Public Radio’s Neda Ulaby interviewed Adam R Jacobson about the switch of WHFS to WLZL and Tropical music, as “El Zol 99.1.”

Hear the interview in full.

Also read this archived Baltimore Sun article, courtesy of the Puerto Rico Herald, on WHFS’s format.

Satellite Radio: ‘The 8-Track Of The 21st Century?’

In May 2005, Sirius and XM Satellite Radio were attracting lots of media attention. Adam R Jacobson, then an editor at the respected trade journal Radio & Records, participated in a live hour-long interview with Wisconsin Public Radio’s Kathleen Dunn on the subject.

Much of the chatter about satellite radio came following a surprise October 2004 announcement from the self-proclaimed “King of all Media” – Howard Stern – that he would be stepping down from his WXRK-FM in New York-based syndicated morning show and moving to Sirius.

Jacobson was interview by numerous publications regarding Stern’s shift to satellite radio, including the Los Angeles Business Journal. ABC’s World News Tonight also interviewed Jacobson. Meanwhile, chatter about how satellite radio and MP3 players would drive listeners away from traditional AM and FM radio stations was a subject Jacobson discussed in the San Diego Union-Tribune.

And sometimes Jacobson will say things that will really get people talking. In May 2005, in a Seattle Times interview, he said the following:

“Satellite radio technology is the eight-track of the 21st century.”

He predicted XM and Sirius will be outmoded in 10 years as cars are decked out with wireless broadband technology.

Today, Howard Stern is still largely popular with those who subscribe to what is now “Sirius XM.” But his reign as the “King of All Media” has certainly ended as he tries to drum up media attention over a new contract at the satellite radio provider.

Is Sirius XM the “8-Track” of the 2000s? Thanks to online streaming initiatives and widespread availability, Jacobson now considers Sirius XM “the CD player of the 2010s.”

He adds, “Sirius XM must keep up with technological advancements each and every day. The poor audio compression is no more; stations that sounded like a 32kbps audio stream are no more. They’re better – but how much longer can they sustain the massive debt?”