3:20-4:00 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: Rosemary Scott, VP/Director of Analysis, R Communications
4:00-4:40 p.m. Sound Evolution: Hispanic Radio's Top Programmers Speak Out
Spanish-language stations compete with CHR and Country for 18-34s today. Will Hispanic stations age into older demos, like News/Talk stations -- or can they hold on to these younger demos? And what's the report card on Nielsen's handling of the PPM discrepancies that occurred in 2014? Has enough been done to ensure this doesn't happen again with any station, any language? And is the primary Spanis- speaking Hispanic audience percentage being included in PPM panels? Some of the top minds in Hispanic radio programming weigh in on the biggest programming opportunities and initiatives facing Hispanic formats today, offering a window of perspective on where the product is headed.
4:40-5:10 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
5:10-5:40 p.m. TBA
5:40-5:50 p.m. Información Romper
5:50-6:15 pm. Medallas de Cortez Awards Presentation
Presentation of the 6th 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.
6:15-7:30 p.m. Cocktail Reception Sponsored by:
8:00-8:45 a.m. Continental Breakfast
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? Drew Marcus, Managing Partner, Sugarloaf Rock Capital, 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
10:10-10:30 a.m. Break
10:30-11:10 a.m. Politics Latino: America's Evolving Electorate
Everyone recognizes the importance of Hispanic voters today -- and that they are not a homogenous group. And it is said that every month for the next two decades, 50,000 Hispanic Americans will turn 18. How will they vote? What are the issues? How will the need to influence and pitch the Hispanic voter in the next year's presidential election impact radio? This is a session you can't afford to miss.
11:20 a.m. -Noon 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 session 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
Noon-1:30 p.m. Lunch
1:30-2:10 p.m. Hispanics & the Social Media Revolution: How to Get on Board Without Getting Rolled Over
Hispanics index among the highest users of social and mobile media. And that consumption drives more dollars to digital platforms. What's your station's digital strategy? Does it truly have a digital strategy? A website is not a strategy! How do you "mobilize" the power of your Hispanic audience with applications that create better, more targeted, and more efficient opportunities for your station and your clients? How can you effectively extend your station's brand online beyond streaming its on-air sound? And at the end of the day, how do you measure it all? Get the answers to these tough questions from a panel with a track record of successful answers.
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!
3:00-3:20 p.m. Break
3:20-3:30p.m. Información Romper
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.