The Value of Radio to Spanish-Speaking Communities in Virginia
Radio listenership among Hispanics has historically been high, and according to Arbitron radio ratings, it has experienced a significant boost over the past year.
The June 2012 RADAR report shows a significant increase in Hispanic weekly listeners. Radio’s Hispanic audience aged 12 and older grew by more than 2.5 million versus the June 2011 report. Radio reaches nearly 95% of Hispanics aged 12 and older. Hispanic Adults aged 25 to 54 increased the most over the past year, adding more than 1.8 million weekly listeners.
These high numbers reflect two factors that greatly impact the success of radio: accessibility and local content. As we all know, access to AM/FM radio stations is free, and the growing prevalence of smart phones, tablets, and computers has broadened the traditional radio audience beyond portable, car, and stereo radio users. Listeners have unique access to the most up-to-date local news and information, and because local radio stations are attuned to their communities, their programming and broadcasting are as diverse as their listenership. Virginia is home to many foreign language stations, including Spanish radio stations Selecta 1050 in Hampton Roads and Selecta 1320 in Richmond.
The Virginia Hispanic Chamber of Commerce produces a weekly Spanish-language talk radio program and podcast, “Habla VA“, interviewing Latino community leaders to offer information on free resources available to the Latino community of Virginia. The program is syndicated in Richmond on Radio Selecta AM1320 (selecta1320.com), every Saturday from 10:30AM to 11:00AM.
“Habla VA” have been an important medium for community news and outreach, benefiting businesses, charities, and community members alike. The show is also an easily accessible for small businesses and VAHCC Members to communicate with their audience.”Habla VA” is in its second year of weekly productions. Check soundcloud.com/hablava for weekly podcast uploads.