We're here, don't forget us. The Advertising Hurdle Another difficulty facing Spanish radio is getting that all-important advertising dollar. Advertisers don't think of the Hispanic community as having a lot of expendable cash. So last year Spanish Broadcasting Systems joined with African American leaders to fund a project, headed by the Reverend Al Sharpton, designed to educate American businesses about the value of advertising on Spanish radio. Part of the problem is cultural ignorance, but another is the ratings.
Most advertisers buy the book, and often the Hispanic community is underrepresented.
Diaz-Albertini thinks that situation will turn around when the 2001 census comes out and the Hispanic population proves to be bigger than currently thought. Room To Grow With the success of Spanish radio and the growing Hispanic population, says Reynoso, some English stations are trying to lure away the Hispanic listener. They're gearing their formats for Latino women 18-plus with music that attracts that listener. But Reynoso says that Spanish radio pulls a lot more listeners from English-language stations than the other way around. And he's noticed that in his community, the local high schools often require students studying Spanish to listen to Spanish radio as part of the class.