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Agenda



THE 5TH ANNUAL HISPANIC RADIO CONFERENCE
Celebrating Hispanic Radio U.S.A.: The Fastest-Growing Latin American Audience!
 
March 10, 2014

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

12:30-2:20 p.m. 
Registration (Exhibit Area)
Bayview Foyer

2:20-2:30 p.m. 
Opening Remarks
Bayview Ballroom
Eric Rhoads, Publisher, Radio Ink
Deborah Parenti, EVP/GM, Radio Ink


2:30-3:00 p.m.
Keynote
Susana Tubert
Creative Director/Creative Entertainment,
Disneyland Resort
"From the Big Apple to the Happiest Place on Earth"
Sponsored by:

 
3:00-3:40 p.m.
Hispanic America: The Next Generation of U.S. Consumers
How Hispanic Consumers Are Changing Marketing & Media across America
Who are Hispanic consumers, and how are they impacting culture and consumerism in this country? What does that mean for Hispanic broadcasters who are now competing for an audience they once dominated? How do you program to such a diverse population, one that now orders grits as well as empanadas? This opening session will open your mind to the nuances and opportunities that today's Hispanic consumer represents -- and most important, how to capture an "unfair" share of the advertising dollars directed at them.
Moderator: Rosemary Scott VP/Research, R Communications
Glenn Llopis, Founder, Center for Hispanic Leadership
Justin Nielson, Analyst, SNL Kagan
Larry Rosin, Co-Founder/President, Edison Research



3:40-4:20 p.m.

The State of Hispanic/Multi-Cultural Marketing
Erica Farber, president and CEO of the RAB, chats with Aldo Quevedo, principal and creative director at Richards/Lerma, about the trends, challenges, and opportunities on the horizon in Hispanic/Multi-Cultural marketing. What does the demographic shift in this country mean to advertisers, especially radio advertisers? What are today's clients looking for from media partners? Is it platforms, audience, innovative campaigns? How can radio play a bigger role, and how can advertisers and radio better tap in to this dynamic consumer market? Be prepared to hear some fascinating insight when Erica Farber conducts a deep-dive conversation with Richard/Lerma's Aldo Quevedo.

Moderator: Erica Farber, President and CEO, Radio Advertising Bureau
Aldo Quevedo, Principal/Creative Director, Richards/Lerma


4:20-5:00 p.m.

Local Direct Strategies: Money Making Sales Ideas That Deliver Cash Register Results
Among Hispanic clients are many small, local direct businesses looking for ideas that generate floor traffic, move merchandise and ring cash registers. They don't talk about "points" or "impressions" -- they talk about tangible results that are measured in terms of receipts at the end of the day. Our panel of sales gurus will present easy-to-execute sales ideas that can translate into more revenue for your clients, and your station, tomorrow. You'll 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: Thom Callahan, President, Southern California Broadcasters Association
Angie Balderas, SVP, Entravision
Russ Gilbert, Founder/Managing Director, Blue Sun Media
Jim Kalmenson, President, Lotus Communications Corp.
Sabina Widmann-Hernandez, Director of Sales, Univision Radio/San Diego



5:00-5:30 p.m.       
Keynote
Jose Feliciano


5:30-6:10 pm.
Medallas de Cortez Awards Presentation
Presentation of the 5th annual awards, the only ones dedicated solely to Hispanic radio. Who will this year’s winners be? Who will receive the Lifetime Achievement Award? Don’t miss this always-moving ceremony.
Sponsored by 
Sun Broadcast Group
MC: Edgar "Shoboy" Sotelo, "Shoboy en la manana," La Grande 107.5/Dallas-Ft. Worth
 


6:10-7:30 p.m.  
Cocktail Reception
 


March 11, 2014
8:00-8:45 a.m. 
Continental Breakfast

Bayview Foyer
Sponsored by 

8:45-9:25 a.m.
Investment Strategy: The View From Wall Street and Main Street
Bayview Ballroom
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 the investment opportunities of Hispanic radio as an investment. What does a radio company, specifically a Hispanic radio company, need to look like in 2014 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: Francisco Montero, Co- Managing Partner, Fletcher, Heald & Hildreth
Elliot Evers, Managing Director, Media Venture Partners, LLC
Dr. Mark R. Fratrik, Ph.D., SVP/Chief Economist, BIA/Kelsey
Andrew Salter, Media Investment Advisor


9:25-10:10 a.m.
Politics Latino: Left, Right, or Down the Middle?
The growing number of Hispanics in the U.S. has made them an increasingly vital voting constituency to all political parties and office seekers. But Latinos do not vote as a cohesive bloc. While nationality can play a role in political allegiance, Hispanics, like all Americans, have become a more diverse group with interests represented in all parties. They share the same concerns as most Americans: the desire for good jobs, education, and affordable h
ealth care. When the topic turns to immigration, however, the lines become more distinct. How will the need to influence and pitch the Hispanic voter in the upcoming midterm election impact radio? This is a session you can't afford to miss.
Moderator: Pieter Speyer, Attorney and Radio Talk Show Host
David Alvarez, Councilmember, City of San Diego
Christian Ramirez, Human Rights Director, Alliance San Diego
Tom K. Wong, Asst. Professor/Political Science, University of California, San Diego
10:10-10:30 a.m.                                             
Break
 
Sponsored by:

10:30-11:10 a.m.
"How Do I Increase The Ratings On My Hispanic Radio Station?"
A panel of top Hispanic radio program directors address the biggest programming opportunities and initiatives facing Hispanic formats today. Who, and where, are tomorrow's top morning talents? How can Hispanic formats reach into the general market for a larger overall share of listeners? What can stations to do fortify and protect their market shares against increased competition coming into the market? And the big question: What's on the horizon? How are millennials impacti
ng Hispanic programming? And what is the best way to reach bilingual listeners -- in Spanish, English, or both?
Moderator: Bob Perry, International Radio Programming Consultant
Harold Austin, Partner, Global Media
Jimmy Gonzalez, VP/Spanish Formats, CBS Radio
Jesus Salas, EVP/Programming and Multi-Platform Coordinator, Spanish Broadcasting System

 
 
11:15 a.m. -Noon
Ties That Bind: Ratings, Revenue, and Methodology
Are Hispanic and Urban audiences being represented accurately in PPM? Since revenue is tied directly to ratings, what are the implications when measurement methodology may be a greater influence on the format than the audience? Will Nielsen Audio do enough to measure Spanish-dominant Hispanics and are its universe estimates for market-level data accurate? Why are Hispanic stations that performed in the top three in diary finding themselves second-tier stations with PPM?  What is going on with the Adults 25-34 sample, the lifeblood of many Spanish stations? Expect a spirited session that raises critical issues when research rubber meets the revenue road!
Moderator: Charlie Sislen, President, Research Director
Julio B. Aponte, Jr., SVP/Hispanic Initiatives, Sun Broadcast Group
Jack Bryant, Chief Operating Officer, SupeRadio LLC
Mary Beth Garber, EVP/Radio Analysis and Insights, Katz Radio Group
Bill Rose, SVP/Audio Client Services, Nielsen

 
Noon-1:15 p.m. 
Lunch
Sponsored by 
Sun Broadcast Group
   


1:15-1:25 p.m.  Hispanic Radio Trivia
Answer fun Hispanic radio trivia questions and win prizes!
 
1:25-2:10 p.m.
Keynote
"How Hispanic Consumers Are Reshaping Media & Business"
Andy Unanue, Managing Partner, AUA Private Equity

 
2:10-3:00 p.m.
Advertiser Super Session
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 - where it shines, w
here It doesn't. This session is guaranteed to be the best sales call you'll make all week!
Moderator: Karl Meyer, EVP/Western Region, Entravision Communications
Maria Boloori, Media Buying Director, Grupo Gallegos
Yousef Kattan, President/CEO, TruMedia

 
3-3:20 p.m.                                             
Break
 
Sponsored by:

 
3:20-4:15 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 win
dow into what to expect tomorrow.
Moderator: Eduardo Caballero, Distinguished Hispanic Broadcast Pioneer and Executive
Jeff Liberman, COO, Entravision Communications
Christina McMurray, President, Davidson Media Group
Jay Meyers, CEO, Adelante Media Group
Carlos Rodriguez, CEO, R Communications
 
4:15-4:25 p.m. 
Closing Remarks
 
*Sessions and times subject to change.

 

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