Spanish Broadcasting System (SBS) is the largest Hispanic-controlled radio broadcasting company in the US. It services the top Hispanic markets through 21 radio stations playing Spanish-language music. SBS aims to match the diverse musical and cultural heritages of its Hispanic audiences. SBS stations have large shares of the Hispanic populations in many major cities, such as reaching 48% of Hispanic adults weekly in Miami. In addition to radio, SBS owns LaMusica.com, a bilingual website serving Hispanic audiences through Latin music, news, and culture. SBS believes marketers must target Hispanic consumers, as this population is growing rapidly due to higher birth rates and immigration.

1. H
ispanic buying power in
America has increased more
than 110% over the past 10
years, making Hispanic consumers a
driving force in the largest markets of
the U.S. This year alone, Hispanic
purchasing power is expected to reach
$630 billion, according to consultancy
Santiago & Valdes Solutions.
Spanish Broadcasting System
services the country’s top Hispanic
markets, providing effective marketing
and advertising solutions for thousands
of businesses targeting these markets.
since 1983. SBS’ mission is to serve
Hispanic audiences and the advertisers
that target their dynamic purchasing
power through a combination of market-
ing vehicles, including 21 all-music radio
stations in the top 10 Hispanic markets;
an international Internet entity, LaMusi-
ca.com; and a vibrant concert and
entertainment division.
SpanishBroadcastingSystemisthe
largestHispanic-controlledradiobroad-
castingcompanyintheU.S.TheSBS
networkofstationscanbeheardby
approximately50%oftheU.S.Hispanic
populationandcoversNewYork,Puerto
Rico,LosAngeles,Miami,Chicago,San
FranciscoandSanAntonio.SBSstrivesto
customizeitsprogrammingtomatch
diversemusicalandculturalheritages
andthelocalpreferencesofitsaudiences.
In New York and Los Angeles, the
most-listened-to radio stations are
Spanish-language stations. According
to Arbitron, SBS stations in New York,
WSKQ-FM and WPAT-FM, combine to
deliver more adult 18-plus listeners per
average quarter-hour than any other
single radio station (in any language) in
the market. In Los Angeles, SBS stations
KLAX-FM and KXOL-FM combine to
reach more than 1.1 million listeners
representing 12% of all people 18-plus in
the market, or 28% of the 18-plus
Hispanic population each week.
In Miami, SBS stations reach 48% of
the 18-plus Hispanic population every
week. And in Chicago, where the
Hispanic population is predominantly
of Mexican origin, WLEY-FM has been
a solid ratings leader for several years.
Inadditiontoitsradionetwork,SBS
offersLaMusica.com,abilingualSpanish-
EnglishInternetWebsiteandonline
communitythatfocusesontheU.S.
Hispanicmarket.LaMusica.comisa
provideroforiginalinformationand
interactivecontentrelatedtoLatin
music,entertainment,newsandculture.
LaMusica.comenablesSBS’audienceto
enjoyadditionaltargetedandculturally
specificentertainmentoptions.Atthe
sametime,LaMusica.comenablesSBS
advertiserstocost-effectivelyreach
Hispanicconsumersthroughanaddition-
al,dynamicandrapidlygrowingmedium.
SBSrecognizesthevaluethatevent
marketing offersitsadvertisersand
marketers. SBSEntertainmentorganizes
concertsand othermusiceventsin SBS
radiomarkets. Eventmarketing isthe
fastestgrowing segmentofthemarket-
ing/communicationsindustry. Corpora-
tions are looking for event-integrated
strategiesthatleverageadvertising and
salespromotions.
Due to higher rates of natural
increase and immigration, the Hispanic
population is growing more rapidly
than the total population, a trend that
is not expected to abate. SBS believes
marketers cannot afford to miss the
mark—and the first ones to capture
this fiercely brand-loyal consumer will
reap the benefits for years to come.
ADVERTISER
5 columns x 7”—49 lines
Top rule: line 39
Y=34p1.5
SBS moves to the beat of the new world
Music lovers enjoy a concert presented by
Spanish Broadcasting System’s La Ley radio
station in Chicago.
SPECIAL ADVERTISING SECTION
Spanish
Broadcasting System
2601 S. Bayshore Drive / PH 2
Coconut Grove, Fla. 33133
Raul Alarcon Jr., president & CEO
Joseph A. Garcia, chief financial
officer-exec VP & secretary
Pablo Raul Alarcon Sr., chairman
emeritus & director
Jose Grimalt, secretary emeritus &
director
Jason L. Shrinsky, director
William B. Tanner, exec VP-
programming
Contact:
Dennis Caicedo, 786-470-1763
Description: Spanish Broadcasting
System is the largest Hispanic-con-
trolled radio broadcasting company in
the U.S., with 21 all-music radio stations
servicing the country’s top Hispanic
markets.
M E D I A
Multicultural GuideMulticultural Guide November 4, 2002M12