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Hispanic Radio: Reach And Revenue

Hispanic radio presents a huge -- perhaps unprecedented -- opportunity for the radio industry. Hispanics are the fastest-growing population in the U.S., and these consumers are avid and loyal users of radio. At Radio Ink's Hispanic Radio Conference, starting Thursday in Miami, you can hear from top programmers in Spanish-language formats about how their stations drive those passionate connections, in a panel moderated by Spanish Broadcasting System's Jesus Salas.

These experts will talk about the biggest programming initiatives and opportunities. Where are the holes still to be filled in Hispanic radio formats? How can stations reach out to the general market for larger listener share? What impact is PPM still having on Hispanic formats? And what are the best ways to reach out to Millennials, and to bilingual listeners?

Get the insights of top programmers on these and other hot topics, only at the Hispanic Radio Conference, May 16-17 at the Biltmore Hotel in Miami.


Jesus Salas, a 20-year broadcasting veteran, is EVP/Programming and Multi-Platform Coordinator for Spanish Broadcasting System. Salas began his career as an air personality and got his first programming job at age 19. In 1997 he was named PD for WSKQ-FM & WPAT-FM/New York. Salas has also held a post as senior PD with XM Satellite Radio. While at XM he spearheaded a successful national marketing campaign to grow the Hispanic subscriber base. In his current post with SBS, Salas oversees stations in the top U.S. Hispanic markets of New York, Los Angeles, Miami, Chicago, San Francisco, and Puerto Rico.

Johnny Caride is PD of  WXDJ-FM/Miami. He began his radio career 25 years ago as a DJ and mixer on WQBN/Tampa, adding "Jammin" to his name for his aggressive mix styles and hit-oriented mixes.  He then spent 14 years with WPOW (Power 96)/Miami, beginning on the "Power Mix" team. While at Power 96, Caride moved from mixer to on-air to promotions. He joined Spanish Broadcasting System as promotions director for its four Miami stations. After six years as APD and afternoon personality on WXDJ, Caride was named the station's PD in 2012.

Arnaldo "JR" Olivieri is VP/Programming for WDCN & WDCO (La Nueva 87.7)/Washington, DC. He has more than 20 years of experience in radio and has been the image for brands such as Telecel, DirecTV, Bud Light, and Ford. He began his career in radio in 1993, at Radio Coamo in Puerto Rico, and moved to the U.S. in 1995, becoming an air personality at Radio Selecta in Kissimmee, FL. He's also been heard on Orlando stations WPRD-AM, English/Spanish Party 95.3, Mega 88.7, and La Nueva 98.1 FM. His first PD job was at Mega 1310 AM in Philadelphia, and in 2005 he became MD and an air personality at DC's El Zol 99.1. After on-air stints at SBS's El Zol 95.7 in Miami and KQ 103 FM in Orlando, in 2013 he became PD for La Nueva 87.7.

Oscar Ramos is Senior Director and General Manager of ESPN Deportes Radio and, overseeing the daily operations of ESPN Deportes Radio, the only 24/7 national Spanish-language sports radio network in the country. In 2012, his responsibilities expanded to also oversee Ramos is responsible for all aspects of ESPN Deportes Radio, including talent, staffing, national programming content, scheduling, and event production. Ramos' role also includes overseeing the operations and content teams. Before joining ESPN, Ramos accumulated over 15 years of experience in the radio industry. He joined ABC Radio Networks in 1994 as an AE and in 1999 was promoted to general manager of ABC Radio International. With ABC Radio Networks, Ramos spearheaded a project to establish the company’s first radio initiatives in the U.S. Hispanic market; his efforts ultimately produced ESPN Deportes Radio.

Phil Michaels Trueba is Program Director at Cox Media Group's WQHT (Hot 105)/Coral Gables, FL. His passion for radio began as he grew up in the Little Havana neighborhood of Miami. After high school, he enrolled in the TV/radio program at Miami Dade Community College-South Campus. A year later, he wanted to start an internship and called all the local TV and radio stations in South Florida. The first one to call him back was WHQT (Hot 105), and he accepted an intern position there. Trueba was eventually responsible for signing on CMG's WPYO in Orlando in 1999 and WPYM Party 93.1 in Miami on 2001 (currently broadcasting on 93.1HD2 in South Florida), and in March of 2006, his career came full circle when he returned to Hot 105 as PD. In September 2011, Trueba was given additional responsibilities as one of CMG's Urban format leaders.


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