Tag Archives: Hispanic Market Overview

Coming Monday: Hispanic Market Overview 2016

hmo2013  “Hello, it’s me. I was wondering if after all these years you’d like to meet.”


Those are the opening lyrics to Adele’s multiplatform smash hit “Hello.”

Advertising executives active in the U.S. Hispanic market who seek growth in 2016 and 2017 may be leaving that very voicemail and sending that very line via e-mail to potential clients that have had potential since Friends left the airwaves—and have yet to engage Latinos in Spanish-language media.

Then there are the regular players: the media, the agencies and the clients we always talk about.

But there’s so much more to be said. Only, who’s talking? If they are talking, what are they saying?

“It’s soft.”

That’s great if I’m buying a pillow. But, we’re talking about the fragile U.S. Hispanic market—one that has seen agencies shutter, and scant new major brands who’ve opted to speak to an important consumer group in Spanish.

These are concerning times, and the 2016 Hispanic Market Overview, presented by Lopez Negrete Communications, promises to provide readers with information, insight, statistics, commentary, and real-world remarks on how things really are.

With an uncertain economy—again—and the upcoming presidential election, we promise to put on our reading glasses and put Total Focus’ on everything keeping you up and night, and everything keeping the lights on and the paychecks from bouncing.

Gain ‘Total Focus’ by downloading the seventh annual Hispanic Market Overview state-of-the-industry report, produced by veteran Hispanic market analyst and journalist Adam R Jacobson, from Monday at Noon CET/6am ET/3am ET and Midnight, Hawaiian Time. This report is distributed exclusively by HispanicAd.com and presented by Lopez Negrete Communications.


Azteca América
d’expósito & Partners
ESPN Deportes
Fox Deportes
La Agencia de Orcí
Telemundo (NBCUniversal Hispanic Enterprises)
Anita Grace

For more information on sales opportunities for the 2016 Upfront Guide and 2016 Hispanic CMO report, contact Gene Bryan at 917-854-1706 or via e-mail at gbryan@hispanicad.com

For editorial opportunities, contact Adam Jacobson at 954-417-5146 or at adam@adamrjacobson.com

Hispanic Market Overview 2016, presented by Lopez Negrete Communications
builds on the insights and observations provided each business day in HispanicAd.com and in the October 2015 Hispanic CMO Thought Leadership report.

Top Advertiser by Latino Recognition: A Cancer Cure Charity

U.S. Hispanics account for $1.4 trillion in spending power.

To find which ads resonate most with this demographic, Nielsen analyzed the top ten Spanish language advertisements during 2015.

Check out who took the top spots:
Rank: Brand/Ad Decription/Ad Length/Ad + Brand Memorability Index
1. St Jude’s Children’s Research Hospital/Treatment/:60/242
2. Payless Shoesource/BOGO Shoes/:30/233
3. Kraft Foods/Whose Idea Mac + Cheese/:30/229
4. Payless Shoesource/Shoes for work + play/:15/229
5. Xoom.Com/Gabriela Gonzalez/:30/221
6. Kraft Foods/Grandma Making Grilled Cheese Sandwiches/:30/208
7. Xoom.Com/Mayanara Feliz/:30/204
8. Trivago.com Online Travel/Hotel In Berlin/:15/204
9. H+R Block Tax Consultants/ Maria’s Vacation/:30/200
10. Wells Fargo Bank/Mobile App In Spanish/:30/188

Only 44 percent of digital display ads were viewable during 2Q15, down from 49.4% in the year-ago period, according to Integral Ad Science’s latest media quality report. “The industry has been slow to improve viewability rates despite increasing pressure from advertisers,” notes the study. A bright spot: the percentage of fraudulent display ad impressions dipped from 16.5 percent to 14.1 percent from 1Q15 to 2Q15.

Univision Files Its Long-Expected IPO, Fortifies Ties With Mexico’s Televisa

Updated 16:00 UTC – 2 July 2015

By Adam R Jacobson

MIAMI — The largest media company in the U.S. serving Hispanics has officially notified the Securities and Exchange Commission that it is proposing an initial public offering of the sale of its Class A common stock, a long-expected move that will make Univision a publicly held entity.

The number of shares to be offered and the price range for the proposed offering have not yet been determined. However, MarketWatch reports that Univision plans to offer $100 million in shares.

According to a source close to the matter, the $100 million figure “is a placeholder number that all IPOs use” and that Univision cannot provide guidance on any number at this time, as it is at the start of the public offering process.  The SEC will respond close to August 1 with an initial round of comments, and Univision will then respond to their comments until the government gives the green light for a Univision road show, which would presumably drum up support from potential investors. Following the road show, Univision will ask to go “effective” right before officially pricing its IPO. “If you look at precedent filings the s-1 in July would imply a Q4 offering,” the source tells Adam R Jacobson.

Additionally, MarketWatch notes Univision plans to trade under the “UVN” symbol on either the New York Stock Exchange or on NASDAQ.

Morgan Stanley, Goldman, Sachs & Co. and Deutsche Bank Securities Inc. are acting as lead book-running managers for the proposed offering.

Univision’s private equity owners include Haim Saban’s Saban Capital Group, TPG Capital, Thomas H. Lee Partners, Providence Equity Partners, and Madison Dearborn Partners.

Mexican media giant Televisa also owns a portion of Univision, and will continue to do so. In a statement released alongside the IPO announcement, Univision said it has entered into a Memorandum of Understanding with Televisa and concurrently amended the company’s all-important Program Licensing Agreement.

The biggest takeaway from this second announcement: Televisa will hold common stock with approximately 22% of the voting rights of Univision’s common stock. Televisa also gains the right to designate a minimum number of directors to Univision’s board of directors.

Imported live and scripted programming from Televisa is highly essential to Univision, and accounts for the majority of the network’s highest-rated programs. Without Televisa, Univision would have significantly less impact in the Hispanic television arena against fierce competitor NBCUniversal, upstart MundoFox and an assortment of cable and broadcast television players including Discovery Networks, Liberman Broadcasting’s Estrella TV, Mexico-based Azteca, and ESPN Deportes.

With today’s PLA amendment, Univision’s exclusive U.S. broadcast and digital rights (with limited exceptions) to Televisa’s programming remains in place for 15 years, up from 10 years–subject, however, to the completion of a minimum amount of net proceeds “and no change of control having occurred,” protecting itself from a hostile takeover.

The revised PLA also slightly adjusts royalty compensation through December 2017, retroactive to January 1, 2015, downward by .07 percent. On January 1, 2018, the royalty rate will increase to 16.13 percent, compared to 16.22 percent under the prior terms. Additionally, Televisa will continue to receive an incremental 2 percent in royalty payments on such media networks’ revenues above an increased revenue base of $1.66 billion, compared to the prior revenue base of $1.65 billion.

The royalty rate will again increase to 16.45 percent starting in June 1, 2018 and for the remainder of the term, compared to the prior rate of 16.54 percent. With this second rate increase, Televisa will receive an incremental 2 percent in royalty payments above a reduced revenue base of $1.63 billion.

Among the deal’s other highlights:

•    Televisa will convert $1.125 billion of Univision debentures into warrants that are exercisable for new classes of Univision’s common stock. As a result of the conversion, Univision’s annual interest payment obligations will decrease by approximately $16.9 million.

•      The conversion of Univision debentures into warrants will have the effect of reducing Univision’s consolidated debt by $1.125 billion. Univision has agreed to pay Televisa on the date of conversion, $135.1 million as consideration for the conversion using a combination of existing liquidity and previously restricted cash, which will become unrestricted as a result of the conversion.

In prepared comments, Univision President/CEO Randy Falco said, “By taking these steps and our pursuit of other related initiatives, Univision is in a stronger competitive position going forward. Televisa is the best Spanish-language content producer in the world, and we are pleased to continue to have its support as we enter the next exciting chapter of Univision’s history.”

Grupo Televisa EVP Alfonso de Angoitia added, “With these transactions we strengthen our relationship further and reiterate our full commitment to Univision and its future.”


La Prensa, Excélsior Newspapers Return To Inland Empire, OC

The following is a press release related to material contained in the 2015 Hispanic Market Overview. To view the report, please visit http://reports.hispanicad.com/reports/HMO-2015/

SANTA ANA and RIVERSIDE, CALIF. – May 1, 2015 – To actively engage and better serve the 3.3 million Latinos that live and work in Riverside, San Bernardino and Orange counties, Freedom News Group is reintroducing its weekly Spanish-language UNIDOS newspaper as two distinctly local editions – La Prensa and Excélsior – starting today.

La Prensa, founded in 1999, concentrates on news and information specific to Riverside and San Bernardino counties. Excelsior, founded in 1992, focuses on Orange County. The two newspapers had previously been combined and renamed as UNIDOS in March 2014.

Both newspapers also cover topics of general interest to the Latino community, and are closely integrated with Freedom News Group’s daily newspapers, The Press-Enterprise and The Orange County Register.

Additionally, the newspapers will also launch local websites on ocexcelsior.com and laprensaca.com websites this summer, leveraging a mobile-friendly platform that delivers market-specific content and location-based advertising.

Total Friday circulation for the two newspapers is 170,000. La Prensa distributes 95,000 copies in Riverside and San Bernardino counties, and the eastern tip of Los Angeles County. Excélsior distributes 75,000 copies in Orange County.

The evolution is a direct result of feedback from readers and advertisers, who had developed strong affinities and recognition for the newspapers under their original names, said Orlando Ramirez, Publisher of La Prensa and Excélsior.

“Together La Prensa and Excélsior have a combined history of nearly 40 years, and have played important roles in the Latino community,” Ramirez said. “By re-launching these brands, we honor our history and renew our commitment to the growing Latino markets in the Inland Empire and Orange County.”

Ramirez, a 33-year journalism veteran in Southern California, will be hosting Meet the Publisher events with Latino leaders at the newspapers’ offices to explain how they can be more actively involved and engaged with their local newspapers.

Orange, Riverside and San Bernardino counties are among the most desirable in the nation for reaching Hispanics with expendable income and buying power. When combined, the three counties rank as the second largest Latino community in the nation based on population.

Section-specific, run-of-paper and insert advertising is available in both newspapers. Insert ads may be targeted to north and south zones in Orange County, or one of six geographic zones to reach Riverside or San Bernardino counties.

Both papers are distributed across nearly 3,000 rack and retail locations. Distribution is audited, and focuses on Hispanic-dominant communities and locations where multigenerational Hispanics live, work, shop and play. They include Latino grocers, family and children’s clothing stores, restaurants, coffee shops, toy stores, electronics retailers, beauty salons and entertainment venues.

Each award-winning newspaper contains the following three sections:

•Noticias: Spotlights news, business developments and newsmakers on a local, regional, national and international level – with a special focus on Latin America where readers have deep roots and family connections;

•Deportes: From the Mexican and European leagues soccer, as well as MLS soccer to upcoming boxing matches, MLB, NBA and NFL, Deportes covers the the major league teams as well as local fútbol club leagues triumphing on the neighborhood fields.

•NEXT: The section appeals to bilingual and multigenerational Hispanics who love all things entertainment – celebrity news, movie and music event listings and reviews, a gossip column, nightlife, fashion, trending topics on Twitter, top 10 lists and crossword puzzles. A robust list of events will also be included in the section, to offer suggestions on things to do and places to go throughout the weekend and coming week.

I Envy Pitbull: His Musical Contributions Are Questionable, But He Perfects Hispanic Marketing

I envy you, Pitbull.

You are everywhere.

Germans no longer love David Hasselhoff. They love Pitbull.

You truly are Mr. Worldwide, injecting your 305-fueled lyrical interludes into just about every high-energy song played on contemporary hit radio stations around the world.

Personally, it irritates me.

I’m not a fan of your music; of endless lyrics about fiscal irresponsibility, getting bottle service at a night club, and looking good to score hot chicks; and your ability to present to the world that every Latin guy in Miami is just like you.

Yet I applaud you, Mr. Armando Christian Pérez, the 34-year-old golden boy who first rose to prominence 11 years ago, following 2002 work with hip-hop artist Lil’ Jon.


Because he has emerged as a master of Hispanic marketing, and he may not even realize it.

By navigating around a choppy sea of reggaeton artists and a Latin Urban explosion that is today in sonic and artist transition, Pitbull has successfully infused the sounds and beats that move today’s Hispanic millennial into straight-ahead pop and dance tunes that have found not only a “total market” audience in the U.S. but a global audience as diverse as Muslim teens in the United Arab Emirates, Jews celebrating Israeli Independence Day in Fort Lauderdale, and fortysomething white gay men in South Florida reveling at a black-tie affair in support of cancer research.

What Pitbull has mastered is Hispanic intregration into global messaging.

This is unique and differs from some of the more high-profile marketing executions achieved on a global level. Coca-Cola, a company profiled in the 2015 Hispanic Market Overview, presented by Lopez Negrete Communications, is perhaps the one company that has taken a global message and tweaked and adapted it for specific audiences. “Open Happiness” was the most recent effort that sought to accomplish this.

But “Open Happiness” was not inherently Latino, nor is any other global marketing effort tied around a singular theme.

Pitbull has also demonstrated that, despite what this author thinks about his musical contributions of late, today’s Hispanic culture is bilingual, bicultural and decides at any given moment whether it wishes to speak in Spanish or hear a Latin-tinged beat.

Interestingly, Pitbull has recorded far more works in English than in Spanish. Sure, his use of the Cuban way to say “C’mon” — ¡Dale! — has made it a household phrase in many a household that believes a biblioteca is a church because it is “the home of bibles, right?” The album El Mariel, released in 2006, included several Spanish-language tracks. He even enjoyed his own show from 2007 to 2009, airing in Spanish, on NBC Universo predecesor mun2. In 2010, Pitbull received 7 nominations for Spanish-language work released that year at the Billboard Latin Music Awards.

But it’s songs like “I Know You Want Me,” “Give Me Everything,” and “Fireball” that have grabbed the world’s attention, not “Bon, Bon” or “Echa Pa’lla (Manos Pa’rriba).”

This is an important fact, because it also ties in to the demise of NUVOtv, formerly Si TV; the shift in focus from U.S. Hispanics to Latin Americans by Viacom’s Tr3s, resulting in widespread layoffs; a rebranding of former Hispanic millennial-focused mun2 to sports-and-entertainment focused NBC Universo; and lingering questions about the viability of 24/7 networks “superserving” Latino millennials in English–such as the much-hyped El Rey Network and ABC/Univision joint production, Fusion.

The state of Fusion is addressed in this year’s Hispanic Market Overview by Univision executive Keith Turner.

But Pitbull may have the best answer as to why English-language media focused on Hispanics hasn’t worked: It’s all about relevance, and the best language to bring that relevant content to U.S. Hispanics.

As we learned through interviews conducted for Hispanic Market Overview and from research studies used to prepare the 2015 report, the increasingly bilingual Hispanic population is indeed consuming more English-language media. But, on the whole, it still uses more Spanish-language media and is a consumer group that continues to resonate strongly to Hispanic culture and messaging when delivered in Spanish.

A look at the latest Nielsen ratings confirms that the ratings for any given prime-time telenovela airing on Univision are substantially higher than the top-rated English-language program in Hispanic homes, Dancing With the Stars.

Popularity in U.S.-based sports is indeed growing, with NCAA College Football the next huge growth opportunity for multicultural marketers. But have you seen any dip in soccer ratings?

Meanwhile, Hispanic newspapers and magazines are skillfully learning how to bring old media to a new media world in a fiscally sensible way–something its non-Hispanic counterparts have been struggling with for years.

We even learn why Direct Response is a highly effective way to reach specific segments of Hispanics, since they are not a homogenous consumer group and should not be treated that way by marketers.

In short, it’s time for marketers to get back to basics by understanding that the U.S. Census Bureau did not suddenly wave a magic wand in 2010 and turn millions of Hispanics who communicate in Spanish into English-only consumers. These individuals may watch “The Americans” on FX, but they also may watch soccer on beIN SPORT or Fox Deportes.

Jimmy John’s gets it. While watching the season finale of “The Americans,” the sandwich shop aired a slightly goofy commercial featuring a Hispanic man who comes home after a hard day of work to find his home in disarray. His wife is complaining in Spanish, his kids have made a mess, but he has a solution: call Jimmy John’s. All of the dialogue is in Spanish; the music is Latin. Only the tag line and end message are in English.

I’ve not seen this spot yet on Spanish-language television. But I hope Jimmy John’s is as smart as I think they are, and puts this spot on every channel consumed by Hispanics aged 18-49.

It’s also a shame they couldn’t incorporate a Pitbull song into the spot.

In an uncertain economy that has the potential for growth or could spiral into another recession, one thing is certain: Marketers best start listening to Pitbull’s music a whole lot more, study his rise to fame and transfer those learnings into a savvy marketing plan that taps into both Spanish-language and English-language media.

With Latin themes and smart creative, marketers have only ROI to gain from delivering messages that Hispanics can be proud of while also positively impacting the non-Hispanic consumer.


Adam R Jacobson



Hispanic Market Overview 2015 Now Available For Marketers To Get ‘Back To Basics’

Sixth annual Hispanic Market Overview state-of-the-industry report now available.

Presented by Lopez Negrete Communications




Produced by Adam R Jacobson with exclusive distribution from HispanicAd.com

hmo2013Hispanic Market Overview 2015 builds on the insights and observations provided each business day in HispanicAd.com and in the November 2014 Hispanic CMO Thought Leadership report.

Hispanic Market Overview 2015, presented by Lopez Negrete Communications, is a  detailed overview of the state of U.S. Hispanic marketing and advertising, delivered complimentary via digital download in a new easy-to-use flipbook format. Get the facts, thoughts, ideas and knowledge to propel your company’s multicultural outreach.

MAIN TOPICS: A Focus On the Fundamentals: Why targeting Hispanic millennials means retaining–and growing–your Spanish-language media buys; Hispanic media and the “OTT” opportunity; The overall state of Hispanic advertising: data overview and analysis; economic outlook and visibility

AUDIENCE: Client-side marketers, advertisers and brand managers; Hispanic media (TV/Radio/Print/Digital/Social platforms); Media buyers and planners.

CIRCULATION: HispanicAd.com eBlasts to more than 25,000 unique industry professionals, linking readers to download page at HispanicAd.com. Bonus promotion at AdamRJacobson.com, including full Google SEO platform, Twitter, LinkedIn and press release distribution to U.S. consumer and business media.

To download your copy, click here: http://reports.hispanicad.com/reports/HMO-2015/

Mixed Results For Hispanic Radio As Overall Dollars Tumble In Chicago

CHICAGO — January 23, 2015 — According to the annual Miller Kaplan revenue report for the nation’s third largest market, total radio income for the market’s stations dipped from $419,715,000 in 2013 to $376,231,000 in 2014. For Hispanic radio, the growth seen in recent years has perhaps ebbed — substantially.

Univision’s regional Mexican WOJO-FM remains the billing leader for Spanish-language stations in Chicago. However, total station revenue (which includes NTR and digital) is off 12.8% year over year, to $18.5 million. That puts it ninth overall.SBS-owned regional Mexican WLEY-FM enjoyed a 3.4% jump in revenue in 2014. However, it’s total revenue of $8,592,000 — while No. 2 among Spanish-language stations in the Windy City — remains nearly $10 million behind WOJO in the battle for dollars.

Meanwhile, iHeart’s WNUA-FM 95.5, the one-time Spanish Hot AC “Mega” which in its final Hispanic incarnation competed against WOJO and WLEY as regional Mexican “Patron,” saw revenue slide nearly 18% from 2013 to 2014, to $7.5 million. WNUA earlier this month changed its programming to English-language country music, as WEBG.

There was a huge gain in total revenue for Univision’s Spanish contemporary “Latino Mix” WVIV-FM 93.5/WVIX-FM 103.1 (the simulcast partners saw total revenue increase 60.9% year-over-year), to $5.1 million. Still, the overall numbers pale in comparison to general-market radio stations, increasing the call among Hispanic marketers and media sales executives to do more to build their “total market” stories.

— Adam R Jacobson

HISPANIC CMO: A Special Report On The Top Thought Leaders In Multicultural Marketing

The Adam R Jacobson Consultancy, in partnership with HispanicAd.com, is proud to announce the release of HISPANIC THOUGHT LEADERS, the inaugural release under the HISPANIC CMO presented by HispanicAd.com banner.

The HISPANIC THOUGHT LEADERS HISPANIC CMO report, presented by CommongroundMGS, salutes the achievements of the leading Chief Marketing Officers and client-side advertising and marketing decision makers in the U.S. Hispanic market.

This report features profiles of each of the industry’s Top Thought Leaders, as determined with the cooperation of the Association of National Advertisers (ANA), ahaa, and the IAB under the guidance of Gilbert Davila, CEO of Davila Multicultural Insights. Davila has served as a multicultural marketing executive for Fortune 100 companies including The Walt Disney Company and Sears, Roebuck & Co., and curated the list of the 2014 Top Thought Leaders.

The inaugural HISPANIC CMO publication, available via download at http://reports.hispanicad.com/reports/HCMO-2014/, also features a FIRSTTHOUGHT report on “total market” strategies, multiplatform rollout (or lack thereof) of Hispanic and multicultural marketing efforts, and where the pulse of multicultural marketing is today. Interview subjects include Mr. Davila, Alma VP/Strategic Planning Marta Insua, CommongroundMGS founder Manny Machado, Richards/Lerma principal and ahaa chair Aldo Quevedo, and Latinworks managing partner Alejandro Ruelas. The 11 Top Thought Leaders are being publicly revealed for the first time, with the release of this report.

Distribution of HISPANIC CMO coincides with the 2014 ANA Multicultural Marketing & Diversity Conference presented by Clear Channel Media + Entertainment,held November 9 through November 11 at the Fontainebleau in Miami Beach.

HISPANIC CMO is available at no charge thanks to the support of CommongroundMGS, Latinworks, López Negrete Communications, GfK, Casanova Pendrill, NBC Universo, Azteca, Fox Hispanic Media, and Identity/IPG Mediabrands.

For more information about future HISPANIC CMO sales opportunities and information on Hispanic Market Overview 2015 sponsorships, contact Eugene Bryan at ebryan@hispanicad.com or 305-989-3586.

Ab0ut our partner: Hispanic Media Sales Inc., publisher of HispanicAd.com, has worked closely with Advertising Age in promotion and sales of the Hispanic Fact Pack for the last 10 years.  HMS has produced and distributed the annual Hispanic Market Overview for the last five years in cooperation with Adam R Jacobson and for the last two years HMS has produced the Broadcasting & Cable/Multichannel News Post-Hispanic Upfront Guide, edited by Adam R Jacobson.

Hispanic Media Sales Inc. is considered the B4B for U.S.Hispanic advertising, marketing and media experts and has enjoyed its market-leading position for the last sixteen years. Its platforms enjoy the largest readership, engagement and client partnerships in the business.


CBS Radio Gets Power 96, Kiss Country and WQAM In Swap With Beasley

MIAMI — Following widespread industry speculation about an imminent deal, Naples, Florida-based Beasley Broadcast Group and CBS Radio jointly announced this morning that they have reached an agreement that sees the company swapping stations in Philadelphia, Charlotte, Tampa-St. Petersburg and the Miami-Fort Lauderdale markets.

CBS Radio will gain the following stations in Philadelphia: Country WXTU-FM 92.5, and CHR/Rhythmic WRDW-FM “Wired 96.5.” The deal gives CBS two more FMs to add to its existing cluster. CBS also owns KYW-Channel 3 and and CW affiliate WPSG-Channel 57.

CBS Radio will gain the following stations in Miami-Fort Lauderdale: Sports Talk WQAM-AM 560, CHR/Rhythmic WPOW-FM “Power 96”, and Country WKIS-FM “99-9 KISS Country”. CBS owns WFOR-Channel 4 and MY Network affiliate WBFS-Channel 33 in Miami; the company previously owned a cluster of radio stations just to the north, in West Palm Beach-Boca Raton. Those stations are now owned by Digity, succeeding Palm Beach Broadcasting. 

Beasley will receive the following stations in Charlotte:  Urban AC WBAV-FM “V101.9”, Sports Talk WFNZ-AM610 “The Fan,” CHR/Pop WNKS-FM “KISS 95.1,” Urban WPEG -FM “Power 98,” Country WSOC-FM, AC WKQC-FM “K 104.7,” and Sports Talk WBCN-AM “CBS Sports Radio 1660.”

Beasley will receive the following stations in Tampa-St. Petersburg:  Sports Talk WHFS-AM “CBS Sports Radio 1010,” Sports Talk WHFS-FM “98.7 The Fan,” Urban WLLD-FM “Wild 94.1,” Country WQYK-FM 99.5, Classic Hits WRBQ-FM 104.7 “Q105,” and Tropical WYUU-FM 92.5 (Maxima FM).

Finally, Beasley will gain Sports Talk WIP-AM 610; WIP-FM 94.1 is not involved in the deal. Beasley will now have three AMs in Philadelphia, with AM 610 joining WWDB-AM 860 and Christian talk and teaching WTMR-AM 800.

In an internal announcement to CBS Radio staff, division President and CEO Dan Mason said, “There are many positive effects this move will have on CBS Radio in the future. Most importantly, for the first time we will own radio stations in Miami– a market where CBS already successfully operates two television stations. We have all seen the tremendous value we create by having our local radio and television properties work hand in hand.  Our voices reach further, brands are more integrated into the daily lives of the audience, and advertisers can speak to a wide variety of consumers constantly on the go. Secondly, we are attaining stations that appropriately align with our programming expertise in popular music and sports, two areas we have made significant investments in over the past few years.  This also allows us to focus on markets that are showing the biggest growth potential and greatest returns on our investments.”

Staff Changes Coming

“This move does mean we will soon be parting ways with a number of our respected colleagues,” Mason added, without elaborating on who could be departing.

George Beasley, CEO and Chairman of his family-operated publicly traded broadcast company, added, “Focusing on strong core programming and targeted localism is the cornerstone of Beasley’s operating philosophy, and it has proven vital to the company’s ratings strength and success. While Beasley has operated in Philadelphia and Miami and understands the value of stations in those markets, as well as the revenue they generate, consolidation and ownership of the maximum amount of stations in each market has been a long-term and consistent goal for the Company. This transaction places us in the unique position of owning a full complement of FM stations in seven of the twelve markets in which we operate. As we look forward to welcoming the CBS stations to Beasley and to integrating two new markets into our portfolio, we will continue delivering quality programming, effective online marketing solutions and dedicated service to the local communities we serve. Once approved by the FCC, it is my opinion that this transaction will create a win-win opportunity for both CBS Radio and Beasley.