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Agenda 2012 Hispanic Radio Conference

 2012 Hispanic Radio

March 21

8:00 a.m.-12:30 p.m. 
Exhibit set-up (Bayview Ballroom Foyer)

1:00-2:20 p.m.
Registration (Bayview Ballroom Foyer)

2:20-2:35 p.m.
Opening Remarks (Bayview Ballroom):
Eric Rhoads,
Chairman/Publisher, Radio Ink
Eduardo Caballero, Honorary Chair
Deborah Parenti, EVP/Radio, Radio Ink

2:35 p.m.
"A Special Message to Hispanic Radio"
Sen. Marco Rubio

2:40-3:20 p.m. 
Charles P. Garcia, CEO, Garcia Trujillo


3:20-4:00 p.m.
The Impact on Media of America's Hispanic Population Growth
Census 2010 data shows what most demographers and marketers expected -- the U.S. Hispanic population continues to rise. But is Hispanic media in for a long-term struggle? Are the boom days over for Spanish-language radio? This session will discuss some of the latest findings released in the U.S. Census Bureau's American Community Survey and how advertisers, media buyers, and marketing and branding professionals are digesting the details. Learn from agency and client-side professionals why Hispanic radio remains vital to reaching all Latinos, why it retains high ROI, and how media buyers should understand how Hispanic radio is consumed. Discussions on America's hottest emerging Hispanic markets will also make this a must-attend session..
Moderator: Adam R. Jacobson, Founder, Adam R. Jacobson Editorial Services
David Burgos, VP, Millward Brown & Co-Chair, Advertising Research Foundation People Forum
David Gleason, Hispanic Radio Consultant
Arthur Rockwell, VP/Sales, Geoscape
Isabella Sanchez, VP/Media Integration, Zubi Advertising Services

4:00-4:40 p.m.
Hispanic's "Three R's": Radio, Revenue, and Recession 
How does Hispanic radio position itself amid the added challenges facing the ad economy today? What's the key to keeping Hispanic radio on the buys, and what are the most compelling reasons Hispanic radio's sellers need to give clients and agencies to get their share of the pie in 2012? We'll hear from all sides -- client, agency, and a station that is getting it right.
Moderator: Barry Fischer, COO, McGavren Guild Media
Weldon Crelia, VP/National Sales, Border Media
Gonzalo Del Fa, Managing Director, MEC
Berry Jasin, VP/National Sales, Spanish Broadcasting System's Consolidated Operations
Rich Tunkel, Director of Sales, Arbitron Radio Station Services

4:40-5:10 p.m.
Inside the Minds of Hispanic Radio's Top Programmers
From interactive to morning show challenges, the hot issues facing Hispanic radio’s programmers are explored by some of the best minds in the business. Spanish or English? How far should morning shows be allowed to go? What creative initiatives are smart PDs developing to overcome lack of staff and promotional budgets? And how are the PPM, new ratings resources, and sales pressures impacting decision-making on the product side today? 
Moderator: Juan Gonzalez, Director/Group Programming & New Media, Adelante Media Group
Jim Lawson, VP/Programming, Hispanic Radio & Brand Manager/Spanish Formats, Clear Channel
Haz Montana, Operations Manager, Univision Radio/Los Angeles
Bob Perry, International Radio Programming Consultant
Jesus Salas. EVP/Programming, Spanish Broadcasting System.

5:10-5:20 p.m. 
Broadcasters Foundation
Carl Butrum, Vice President, Broadcasters Foundation
The mission of the Broadcasters Foundation and how it helps broadcasters in times of crisis and catastrophe.


5:20-6:00 p.m.
Medallas de Cortez Awards Presentation

Presentation of the third 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.

6:00-7:00 p.m.
Cocktail Reception (Bayview Terrace)

March 22
8:00-8:45 a.m.
Continental Breakfast (Bayview Ballroom Foyer)

8:45-9:30 a.m. 
Why Hispanic Radio -- Why Now?
Finding Accounts That Will Advertise TODAY & TOMORROW!
There are some agencies and account categories that know the importance of advertising in a down economy. This session will provide some one-on-one with those who will “tell it like it is” and give stations the opportunity to respond. Hear from key agency and client executives what it will take to secure their business today and for the long term!
Moderator: Phillip Woodie, President, Lotus Entravision Reps
Victor Garcia, Media Director, Tapestry Partners
Yana Kershteyn, Manager/Media & Integrations, The Home Depot
Jerly Marquez, Partner/Broadcast Account Manager, GroupM Motion

9:30-10:05 a.m.
Hispanic Radio Around the World: The Global Perspective
Hispanic radio knows no boundaries --- it is a sound heard in hundreds of countries around the world. How do the challenges and opportunities compare here, there, and everywhere? How are digital platforms being engaged in other countries? What lessons can Hispanic radio in the U.S. learn from media leaders around the world?
Moderator: Stephen Wright, Global CEO, NRS Media
Talia Elias Calzada, Sales Manager, Televisa Radio/Mexico City
Francisco Cabanas, General Manager, Televisa Radio, Guadalajara MX
Carlos Lopez Guardia, Manager of Radio, Medcom/Panama

10:05-10:25 a.m.
Break (Bayview Ballroom Foyer)

10:25-11:10 a.m. 
Sales, Sales, Sales
Never has generating revenue been more difficult. And Hispanic radio is additionally challenged with the ongoing battle of pricing Hispanic radio off of general-market criteria. Where the dollars are — and how to get them — is crucial. We’re calling on the best and brightest, sales gurus who will share with you how to identify, train, and motivate sellers who can bring home the bacon. And clients who will tell you how that training does, or doesn’t, pay off when it’s time to place those buys.
Moderator: Angelica Balderas, National Sales Manager, Adelante Media Group
Yousef Kattan Fernández, President/CEO, Trumedia
Luis Gutierrez, VP/Sales, GLR Networks
Christopher Moncayo, VP/GM, Entravision Communications/Phoenix

Bob Proud, SVP/Operations & Austin Market Manager, Border Media

Measuring Hispanic Listening: Why Methodology Matters/How to Improve It
Hispanic broadcasters continue to express concerns over the PPM and its impact on Hispanic radio. What have we learned so far?
Moderator: Rosemary Scott,VP/Research & Corporate Communications, Border Media
Kathleen Bohan, SVP/Radio Research, Univision Communications
Dr. Ed Cohen, VP/Research Policy & Communications, Arbitron
George Ivie, CEO/Exec. Director, Media Rating Council
Felix Raul Lopez, VP/Miami Consolidated Sales, Spanish Broadcasting System

Noon-1:15 p.m.
Lunch (Regatta Pavilion)


1:15-2:00 p.m.
Legal Lowdown
If you manage any facet of Hispanic radio, you need to know how developments in Washington will affect your programming efforts, your sales, and, ultimately, your bottom line over the coming years. Our distinguished panel will explore rule changes under the new administration, the economy, the advertising market, digital, streaming, and copyright issues, as well as important points on handling debt in today’s tight financing arena.
Moderator: Francisco Montero, Attorney, Fletcher, Heald & Hildreth
Jane Mago, EVP/General Counsel, National Association of Broadcasters
William Velez, Executive Director,Radio Music License Committee
Chris Wood, SVP/Asst. General Counsel, Univision Communications

2:00-2:10 p.m.
Información Romper

2:10-2:50 p.m.
Mobile, Interactive, and Internet Platforms for Hispanic Radio
Traditional radio dollars are dwindling. How can Hispanic radio take prime advantage of technology and the Internet and garner dollars from these revenue streams? Which Hispanic radio stations are most successful in embracing new media? Are there differences in how Hispanic consumers use new media platforms? We’ll spotlight the top players — top interactive buyers and initiatives -- and smart radio players that are taking the money off the table.
Moderator: Russ Gilbert, Interactive/Digital Guru, Blue Sun Media
Michael Fischer, SVP/Engagement, Apps & Services, Triton Digital
Kevin Straley, VP/Programming,TuneIn
Jose Villa, Founder/President, Sensis Agency

2:50-3:05 p.m.
Break (Bayview Ballroom Foyer)


3:05-4:00 p.m. 
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: Carl Butrum, VP, Broadcasters Foundation
Raul Alarcon, Jr., Chairman/President/CEO, Spanish Broadcasting System
Jeffery Liberman, President/Radio Division, Entravision Communications Corp.
Jay Meyers, CEO, Adelante Media Group
Sanjay Sanghoee, Chairman, Davidson Media Group
Jose Valle, President, Univision Radio

4:00 p.m. 
Closing Remarks

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