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March 4

8:00 a.m.-12:30 p.m.
Exhibit Setup

1:00-2:15 p.m. 
Registration (Exhibit Area)

2:15-2:30 p.m. 
Opening Remarks:
B. Eric Rhoads, Chairman/Publisher, Radio Ink
Deborah Parenti, EVP, Radio Ink

2:30-3:00 p.m.
Medallas de Cortez Distinguished Leadership Award Presentation

Sponsored by:

The Hispanic Radio Conference opens with a very special presentation, the Medallas de Cortez Distinguished Leadership Award. This year's leadership award (only the third ever presented) honors Juanes for his social and humanitarian activism, as well as the tremendously successful career of a recording artist considered by many to be one of the most influential Latin music figures of all time.

3:00-3:40 p.m.
"Myth Busting: 10 Myths About the Hispanic Consumer"
Much of what a lot of people, including marketing and media professionals, believe about U.S. Hispanic culture simply is not true. And because many American businesses get caught up in these misconceptions, costly mistakes are made and sizable opportunities are missed. Three-time Ad Age Multicultural Agency of the Year winner Dieste opens this year's Hispanic Radio Conference with a presentation designed to provide ideas and advice on how to unlock the potential of the Hispanic market and avoid land mines -- all with an eye (and ear) toward helping attendees create better marketing in the digital and mobile era. This special presentation will also demystify, but, more important, challenge the "total market” approach -- all too often used as an euphemism for a "one size fits all" approach to marketing communication across multiple ethnic market segments.
Carla Eboli
, Chief Marketing Officer/Dieste, Dallas
Gabriela Gonzalez, Senior Strategic Planner/Dieste, Dallas

3:40-4:20 p.m.
Hispanic America: The Changing Challenges and Opportunities of an Aging Population
Mirroring the nation's shifting demographics, Hispanics in America continue to grow older, with the median age steadily increasing over the past 15 years. In fact, by 2050, Hispanics will make up 20 percent of the elderly population, up from 7 percent in 2010, according to census data. And the number of Hispanics 50 and older in the United States is projected to grow from 9 million today (out of a total of 50.5 million) to more than 35 million by 2050. And here are even more interesting statistics: According to the U.S. Census Bureau, the Latino population is projected to more than double, from 48.4 million in 2009 to 106.2 million people by the year 2050. Similarly, between 2008 and 2030 the Latino population aged 65 years and older will increase by 224 percent compared to a 65 percent increase for the white population. What do these changes mean in terms of brand preferences, consumer habits, and marketing tactics? Our panel explores the issues and analyzes what it all means to radio and advertisers.
Moderator: Celine Matthiessen, VP/Analytics & Insights,  BIA/Kelsey
Dr. Alan B. Albarran, Professor & Chair, Department of Media Arts, University of North
Rafael Ayuso, Manager of Communications, AARP/Texas, Austin
Dr. Lloyd Potter, Texas State Demographer & Professor of Demography, University of Texas/San Antonio

4:20-5:00 p.m.
Playing the Ratings Game to Win: Issues and Opportunities
Whether it's PPM or diary, the ratings are most programmers' report card. But how stations are measured is a constant issue with many programmers. This session will review the state of Nielsen's measurement of the Hispanic population, with a focus on what is changing, and the unique issues that Hispanic broadcasters face in 2015. Also covered: what it takes to grow a station’s reported audience.
Moderator: Charlie Sislen, Partner, Research Director
Liz Blacker, EVP/U.S. Hispanic Strategy and Sales, iHeartMedia
Mike McVay, SVP/Content & Programming, Cumulus Media
Monica Narvaez, Hispanic Broadcaster Account Specialist, Nielsen

5:00-5:40 p.m.
Tomorrow's Talent: Where Are They, How Do You Find Them?

How is Hispanic radio developing talent? After decades of importing talent from outside the U.S., many believe the next great personalities will be native-born. And with a shrinking number of on-air positions, where do you find, and how do you develop, the next superstar -- particularly with today's limited budgets? Meanwhile, syndicated programming continues to grow. What are the pros and cons, and how does a station maximize marketing and revenue opportunities with syndicated personalities?
Moderator: Jesus Salas, EVP/Programming and Multi-Platform Coordinator, Spanish Broadcasting System
Heather Cohen, Executive Vice President, The Weiss Agency
Oswaldo Diaz, Creator and Host of Erazno y la Chokolata, Entravision
Alex Sensation, Mega 97.9, New York

5:40-5:50 p.m.
Información Romper: Megatrax

"Creative Tools for Busy Producers"
Ileana Landon, Senior Division Manager Radio, U.S. and Latin America

5:50-6:15 pm.
Medallas de Cortez Awards Presentation
Sponsored by:

Presentation of the 6th annual awards, the only ones dedicated solely to Hispanic radio. Who will be this year's winners? Don't miss this always-moving ceremony.
Hosted by: Neida Sandoval, News Director, GLR Networks

6:15-7:30 p.m. 
Cocktail Reception
Sponsored by:


March 5

8:00-8:45 a.m. 
Continental Breakfast
Sponsored by:

8:45-9:25 a.m.
Investment Strategy: The View from Wall Street and Main Street
As the growing Hispanic population continues to fuel consumer trends and spending, how does that translate into Hispanic radio as a business? Our panel of bankers, brokers, and equity investors will consider Hispanic radio as an investment. What does a radio company, specifically a Hispanic radio company, need to look like in 2015 to attract today's more cautious investors? And what is the environment for private equity, debt financing, and privatization options over the next 12 months for Hispanic radio operators?
Moderator: Drew Marcus, Managing Partner, Sugarloaf Rock Capital, LLC
Jeff Hinson, President/CEO, YouPlus Media, LLC
Jeffery Liberman, Chief Operating Officer, Entravision Communications
John Oxendine, Chairman, President and CEO, Blackstar, LLC

9:25-10:10 a.m.
The Hardest ... If Not the Oldest ... Profession
Many local and general sales managers will tell you that sales management is the hardest job in radio today. They have more people to manage, more things to sell, and less support staff than in years gone by. They have to stay on top of everything and are frequently so inundated with "answering up" that the line of reps outside their door, waiting for answers, leaves little time for brainstorming. In addition, if they are not Hispanic, they need to learn the nuances of Hispanic culture -- and fast! To the rescue is our panel of sales experts, armed with inspiration and ideas that your sales manager -- or you -- can take back to your station. This session is guaranteed to help you better manage your staff, plan and organize your time, and bring results to the bottom line. Our sales gurus will offer suggestions on how to bill more revenue for your clients, and your station, tomorrow. You'll also walk away with Ideas about how to combine digital and radio assets into creative client opportunities that can lead to bigger shares and stronger marketing ties. Bring your calculator to this session so you can tally the potential!
Moderator: Angelica (Angie) Balderas, SVP, Entravision Communications/Sacramento
Annette Colón, Director of Sales, Liberman Broadcasting/Dallas
Jack Hobbs, EVP/Corporate Sales, Aire Radio Networks
Rich Ripley, VP/Integrated Marketing Solutions, Entravision/Sacramento

10:10-10:30 a.m. 
Sponsored by:

10:30-11:10 a.m.
Selling "Must Have" Radio: How to Make Hispanic Radio a "Must Buy" With Clients
Every salesperson has heard it, often by clients referring to the market's big "general" station. They have to buy it! How can you get them to think the same of your Hispanic station -- and act on it? What distinctions can you spotlight about your audience and its buying power and potential? How can "big data" and other research help bring new business and revenue to the table? Upscale or downscale, what's the upside your unique listeners can bring to the retailers in your market? Plan to walk away after this presentation with new approaches, new ideas, and new awareness of the revenue potential your station may be missing -- and how to be a "must have" buy with your advertising clients!
Oscar Padilla, Vice President/Strategy, Luminar


11:10-11:20 a.m. 
Información Romper

Broadcasters Foundation
An update on the Broadcasters Foundation and how its work impacts the lives of hundreds of broadcast professionals.
Peter Doyle, Vice President, Broadcasters Foundation
11:20 a.m. -Noon
"Immigration: The Way Ahead"
Alberto R. Gonzales, former U.S. Attorney General, Dean and Doyle Rogers Distinguished Professor of Law, Belmont University College of Law

Noon-1:30 p.m. 
Sponsored by:

1:30-2:10 p.m.
Ownership, Net Neutrality, and Other Issues Facing Media in the Digital World

As both an FCC commissioner and the first African American woman to serve as acting chair of the FCC, Mignon Clyburn has been a powerful advocate for minority ownership and involvement in both the media and in the ever-expanding digital world. In this casual interview, FCC attorney and Hispanic Radio Conference Advisory Board member Francisco Montero will chat with  Clyburn to discuss the many issues facing the FCC today, from broadcast ownership to net neutrality to minority involvement in the digital world. If you are interested in knowing what is happening in Washington that will impact your business, this session should not be missed.  
Frank Montero, Co-Managing Partner, Fletcher, Heald & Hildreth
Mignon Clyburn, FCC Commissioner and former Acting FCC Chairwoman

2:10-3:00 p.m.
Inside the Minds of Clients & Agencies
This session will provide some one-on-one with advertisers who will "tell it like it is" and give stations the opportunity to respond. These leading clients will tell you what they need from marketing partners, their expectations of digital and social media platforms, and how radio can best enhance its share of their ad dollars. Plus, you'll hear what they don't need -- and why -- and how radio stacks up against the competition, both where it shines, and where it doesn't. This session is guaranteed to be the best sales call you'll make all week!
Moderator: Erica Farber, President/CEO, RAB
Pete Lerma, Principal & Founder, Richards/Lerma
Aldo Quevedo, Principal / Creative Director, Richards/Lerma
Elba Intriago, Managing Partner & Co-Founder, iNSPIRE!

3:00-3:20 p.m. 
Sponsored by:

Información Romper
Sun Broadcast Group/Sun Latino Networks
"We Make Radio Come To Life"
Jason Bailey
, CEO, Sun Broadcast Group
3:30-4:20 p.m.
Group Head SUPER SESSION Roundtable
Hispanic radio's leadership sounds off with their vision and outlook for the future of the industry. What they say is always a revelation and a window into what to expect tomorrow.
Moderator: Eduardo Caballero, Hispanic Broadcast Pioneer and Executive
Jeffery Liberman, Chief Operating Officer, Entravision Communications
Christine McMurray, President, Davidson Media Group
Jay Meyers, CEO, Adelante Media Group LLC
Albert Rodriguez, COO, Spanish Broadcasting System
Carlos Rodriguez, CEO, R Communications
Jose Valle, President, Univision Radio

4:20-4:30 p.m. 
Closing Remarks
*Sessions and times subject to change.

Click here for conference sponsorship information (PDF).

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