Yakima-Pasco-Wenatchee Washington

Transcription

1 Yakima-Pasco-Wenatchee Washington

2 Station formats KZTA FM KZTB FM KZML FM - La GranD La Gran D has been the Bustos Media flagship format since It has the market s most recognized on-air brand that plays a blend of Regional Mexican hits targeting Hispanic adults 25 to 49. La Gran D engages listeners with a music intensive format featuring radio personalities including El Show de El Bronco y La Traviesa [ Los Hijos de la Machaca ] mornings, 6A-10A. A family oriented humor filled show that is both entertaining and accessible to the audience. Sports, entertainment news and audience interaction makes our mornings a must in the Portland/Salem market. La GranD airs the only local radio Spanish language newscast during morning drive. El Tigre on KZTA. La Kpry (Paola Delgado) on KZML and KZTB. Middays are fast paced and filled with audience interaction and information If it s happening in Eastern Washington, it s happening on La Gran D. Erazno y La Chocolata drive you home with the country s number one PM drive show.

3 Station formats KYXE FM - LA ZETA, KMMG FM 96.7 KZXR A/F 1310/101.7 KZUS FM 92.3 & 92.9 Is a high-energy, promotionally oriented and personality driven contemporary Regional Mexican format targeting Hispanics adults. La Zeta is the home of El Show de Piolin. The legendary Spanish radio personality is now in the morning on La Zeta stations. You ll hear great music, topical interviews, great humor and the most energetic on-air personality ever Piolin!!! Also, El Genio Lucas is our latest acquisition for KZXR AM/FM. La Zeta s synergy with the audience is absolutely incomparable. It offers a fast paced music and personality delivery that drives the loyal consuming listener to stay tuned. Together, all three stations are an unbeatable combination to blanket the entire Market Yakima Tri Cities and Wenatchee/Moses Lake. On-Air Personalities include mid-days, a fun and fact filled show with audience participation and an all request show everyday at noon. Linda Ybarra shares the mid-day duties at KYXE, Yakima and KZXR, J C Tejeda on KMMG, Tri-Cities and Juan Anaya on KZUS They all have the workplace and home audiences listening Eliud El Patron on KMMG and KZUS; Ruben Prieto on KYXE afternoon drive. They both take the audience home with lots of contests, promotions, great music and a corridos hour 5P-6P. This is highenergy personality radio at its best.

4 Station formats KMNA La Maquina 98.7 FM La Maquina is the newest addition to the BMH line up of stations in Oregon. It is truly a music machine. An FM frequency in digital stereo KMNS, 95.1 FM. This is complete coverage of the Yakima Valley many high density Hispanic communities in Eastern Washington. It is the affordable solution to reaching the growing valley Hispanic population. Premiere personalities include El Mandril mornings 5A-10A. Gaby La Potranquita on mid-days and La Pikosita during afternoon drive.

5 The Market Hispanics are fiercely brand loyal. 61% agree with the statement: It s very difficult to get me to change brands once I find one I like. * 85% prefer to buy a more expensive but trusted brand over a less expensive one they don t know.* Many U.S. brand teams have bought into the myth that Hispanic consumers do not respond well to retail promotions. The reality is that when properly executed, Hispanic retail promotions can out-perform general market initiatives.** The Hispanic radio listeners in Eastern Washington are of mostly Mexican in origin; many residing primarily in Spanish-speaking homes. This is a high-growth segment which exhibits high brand loyalty as well as product and service awareness. These listeners spend a much higher proportion of their income on goods and services. Contrary to the stereotype that most Latinos work in low income agriculture jobs, an increasing number of Eastern Washington s permanent Latino residents are White Collar Professionals working in Sales, Financial and Technical services. Washington Latinos are expected to amass $5.3 Billion in economic clout by *Yankelovich Hispanic Monitor **The San Jose Group Sources: US Census, 2010, Radio Advertising Bureau, Pew Hispanic Center, University of Georgia.

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