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It’s no secret that Hispanic and Latino radio listeners are a growing population. According to one recent study, the Hispanic audience makes up 16.6% of the total radio audience in the United States. But more than that, it is estimated that on a weekly basis radio as a communications medium comes into contact with 97% of the Hispanic population aged 18 and up.
It would be a mistake to take these numbers for granted; there exists a huge potential here. But, in order to reach this audience – it needs to be done through message that they’re actively looking for and engaging with. There are several steps you can take to reach Hispanic and Latino listeners more effectively and one of the most effective is the audio news release.
It All Comes Down to Understanding Your Audience
First, it’s important to understand exactly what an audio news release (also referred to as an ANR) is. These are typically news stories with a 15-20 second sound bite, usually pitched during morning drive time radio hours.
- Always include facts, statistics and information relevant to Hispanic and Latino listeners. Simply taking an ANR that was produced for the general market, translating it to Spanish and pitching it, won’t’ cut it.
- Adjust the delivery of your message to reach not just Hispanic and Latino listeners, but the age and gender within this demographic that you’re attempting to inform. Consider that among Hispanics, more Millennials listen to radio than their older counterparts, according to Nielsen, but those older Hispanic listeners tend to do so for longer periods of time each week.
- Know the markets you’re pitching to, as the makeup of one Hispanic or Latino market can vary wildly from the next. 83% of Latinos born in San Antonio were born in the United States, for example, whereas 75% of those in Miami were born in another country.
- Pitch the topics these audiences care about, paired with celebrity talent or other personalities that they’re familiar with. Spanish-based networks tend to be incredibly particular in terms of talent. Personalities from Network A will typically not be allowed to appear on Network B and vice versa. Understanding the way these networks operate and the network affiliations of talent are the keys to not only conveying your message as effectively as possible, but doing so using the right people in the right way.
MediaTracks Communications: Building a Path to the Future of Radio, Today
As an industry-leading provider of audio and radio services for the public relations industry, MediaTracks Communications understands the value of reaching a diverse audience. This is why using a Spanish language audio news release to reach Hispanic and Latino listeners is an important media outreach tool. It provides an opportunity to deliver a message that reaches a large, loyal and diverse audience.
To find out more information about how to use an Audio News Release contact MediaTracks Communications today.