As the Economic Struggle goes on targeting Hispanics appears to be one way out. That’s what WAFC-FM has done by changing programming format from Contemporary Country to Regional Mexican, generating coast to coast hispanic focus advertising opportunities.

Since 1980 Robbie Castellanos and Jim Johnson have been running Hendry and Glades county's radio stations, head-quartered in Clewiston. Florida. Broadcasting country music in English on their FM station and in Spanish on the AM station, WAFC FM is now all Spanish, simulcasting it's AM programming "Radio Fiesta."

The Glades Media Group, owners of the original stations in Clewiston, now operate seven radio stations in South Florida, "providing advertisers with a coast-to-coast platform," according to their advertising.

The Spanish stations have over the years provided Castallanos and Johnson with their profit center. With declining radio listeners nationwide, and most likely in the local area as well, and the growing numbers of Latinos, it looks like WAFC will cater to the Spanish listener.

From the Glades Media Group website, a pitch to advertisers, "Now that the Hispanic population has officially overtaken black Americans as the nation's largest minority group, the Glades Media Group is in the perfect position to help you reach them. The Hispanic population has grown almost four times faster than the rest of the country…"

Robbie Castellanos, CEO of Glades Media Company, announced that radio station WAFC-FM / 99.5 has changed programming format from Contemporary Country to Regional Mexican; the format changed took place February 1. He explained that the national economic recession coupled with the local uncertainties associated with the sale of USSC to South Florida Water Management has seriously stifled local economic growth.

Castellanos, said “Advertising is our revenue stream and right now advertising everywhere, in all media, is in recession but none any worse than here in the Glades,” he said.

Glades Media Company has owned and operated WAFC-FM since 1980; during the entire 28 years it has featured country music and many other very popular community programs.

Glades Media Company’s primary business is in Hispanic broadcasting where they own and operate six stations broadcasting a variety of Hispanic programming.

"That portion of our business is fine with only a reasonable decline in business, we believe the move of WAFC-FM 99.5 to a Regional Mexican format can only help our station group to prosper during these uncertain economic times."

Relate Article:

Use of Spanish and Latin American Radio Content for U.S. Hispanic

SBS Rolls out Mega Reporte

Analysis: The Increasing Importance of the Panregional U.S. and Latin American Marketplace

Grupo Godo joins Prisa in Panregional Radio Network


Portada Staff

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