Radio Adelante

1
Radio Adelante

• Francisco Fisher, Alison Fonte, Jessica Nuñez

2
Outline

• Our goal
• Significance of the project
• The show
• Research
• Future goals

3
Our Goal

• To create a new media outlet for Columbias
  Hispanic population in the form of a news radio
  show.

4
Significance

• Hispanic community of Boone County grew 96.6
  percent from 1990 to 2000 (2000 U.S. Census data)
• 2005 Boone County Hispanic population 2413 2
  of population

5
Significance

• Radio popular among Spanish speakers
• Hispanics listen to radio for average of 12 hours
  per week
• Much more than Whites, African-Americans and
  Asians
• Strong radio listening tradition from Latin
  America (Center for Hispanic Marketing
  Communication)

6
Significance

• No news/talk radio show for Hispanics in Columbia
• Adelante!-- monthly news magazine
• La Hora Latina and Sábados Latinos--
  music/variety radio shows

7
The Show

• Bilingual Reporting
• Podcast English version, use segments for other
  shows
• Connection to Adelante! Magazine
• Nick Jimenez Call-ins, live interviews

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Pilot Episode

• Health insurance
• Hispanics are largest demographic without health
  insurance
• Family health center doctor serves many uninsured
  Hispanics
• Advice on obtaining health insurance and visiting
  the doctor

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Pilot Episode

• Quinceañeras then and now
• Interviewed mothers and daughters at Girl Scouts
  Quinceañera activity day
• Traditions have remained the same, but
  immigration to U.S. allows more money for party
• Complexity of the event
• Issues that come with the pressure

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Pilot Episode

• Omar Sosa
• Previewing new album
• Concert footage
• Sosa talking about his music, show

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Online/Multimedia

• Video
• Audio Slideshow
• Update Adelante website for each issue
• Upload stories, photos, multimedia
• Make site live before publication monthly

12
Research

• Qualitative vs. quantitative
• In-depth interviews with local and national
  Spanish and bilingual radio producers
• Focus group

13
Interviews

• Angel Morales, Sábados Latinos, KSIS Sedalia
• Ben Mueller, Nuevos Horizontes,
  Champaign-Urbana
• Anelle Soto, Qué Pasa Media Network, North
  Carolina
• David Owens, KOPN, Columbia

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Questions

• Challenges?
• Effective strategy?
• Format?
• Planning process?
• Target audience? How do you connect?
• Popular topics/segments?

15
Questions

• How do you market show?
• Advertisers/sponsors?
• Mission? How achieve it?
• Competition?
• Number of listeners?
• Why radio?
• Any other media affiliations?

16
Interview conclusions Angel

• Lack of Spanish programming
• Hispanic community is tight knit, not difficult
  to market to (flyers in Hispanic markets)
• Latinos WILL tune in if its entertaining and
  interactive - Pida la cantando, secret admirer
• Listeners like to call in and discuss hot topics
• Public service segments are important to
  community (QA with insurance agent)
• Rancheras is most popular music

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Interview conclusions Ben

• Successful format
• Feedback through mailed postcards
• Blog and Internet presence helped to keep in
  touch with listeners
• Targeted new immigrants immigration law, health
  topics
• Goal to connect new arrivals with larger Hispanic
  culture
• Focus on smaller populations to build community

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Interview conclusions Anelle

• 19 to 35 target audience
• Most popular topics health, sports, controversy,
  opinion
• Goal is to serve community, make listeners feel
  part of the show
• Spanish stations see themselves as a service to
  listeners listeners want to interact with the
  media

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Qué Pasa Media schedule

• 6 10 a.m. Morning Show
• 10 11 a.m. Reven (entertainment show)
• 11 a.m. 1 p.m. Panda Show (jokes)
• 1 2 p.m. Trueque (buy and sell offers)
• 2 3 p.m. Complasencias (music)
• 3 4 p.m. Atinale al Costo (prizes and contests)
• 4 5 p.m. Trueque del Amor (matchmaking)
• 5 6 p.m. Sports program
• 6 7 p.m. Regueton?(music)
• 7 8 p.m. Sports program
• 8 11 p.m. Jokes
• 11 p.m. 1 a.m. Historias de Terror (Horror
  stories)

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Interview conclusions David

• 30-minute time slot
• Spanish show
• English podcast
• Possible distribution of English stories
• Continuity after pilot episode
• Radio clock

21
Focus Group

• English as a Second Language class at Centro
  Latino
• Five Mexican men between ages of 21 and 33

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Preliminary Questionnaire

• Age
• Number of years living in Missouri
• Native country
• Profession
• Where get most of your news?
• Importance of news topics world, Latin American,
  national, local
• What would you want to hear?

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Presentation of Pilot

• Paid close attention
• Commented on Cuban accent
• Laughed appropriately

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Discussion

• Accents
• Length of show
• Calendar of events
• Story topics
• Would they listen?

25
Questionnaire

• Favorite segment?
• Least favorite segment?
• What they learned
• What they want to hear
• Sports, immigration law

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Future Goals

• Air biweekly following La Hora Latina
• 30 minutes in Spanish
• Refer to podcast in English
• Some stories distributed to other KOPN programs

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Future Goals

• Change Format
• Include more sports, immigration matters
• Have live call-ins and on-air discussions
• Include community events and international news
  briefs
• Invite community members for on-air interviews or
  to co-host

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Future Goals

• Gather content
• Recruit from reporting classes, NAHJ
• Preference for Spanish speakers, but will welcome
  all content of interest to Hispanic community
• Recruit from community members
• Create blog, encourage people to call in or
  submit story ideas
• Accept audio from community members

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Future Goals

• Strong partnership with Adelante!
• Cross-tease in print, online and on the air
• Staff crossover reporters producing content for
  both outlets
• Gives Adelante! an outlet to report more time
  sensitive stories

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Future Goals

• Increase rate of news for Columbia Hispanic
  residents
• Keep community informed on topics most relevant
  to them