Tuesday, September 9, 2003

Demand rises for Spanish media



The Associated Press

FRANKFORT - As Kentucky's Hispanic population grows, so does the demand for Spanish-language radio, TV and newspapers. And media companies are trying to figure out how to harness it.

Radio giant Clear Channel airs La Explosiva, a five-hour, Spanish-language program of music, news and public-service announcements on AM-radio stations in Frankfort and Shelbyville.

"There's such a large demand from the Hispanic population to help break through the language and culture barrier," said Teresa Johnson, Clear Channel's operations manager in Frankfort.

But demand and advertising dollars aren't yet as high as many print and broadcast companies would like.

Major Spanish-language networks such as Telemundo and Univision haven't approached local Hispanic media to set up area affiliates, local executives said.

Local Hispanic media often lack resources and expertise to lure potential advertisers.

For instance, WYCS-TV donates airtime for its half-hour Amigos en Louisville show. Producer Claudia Peralta-Mudd says the show has yet to draw a demographic profile for advertisers.

Ben Ruiz, who runs Adhawks Advertising & Public Relations Inc. in Louisville, said marketing to Hispanic audiences makes up about 15 percent of his business. Companies such as Humana and Fifth Third Bank have taken out ads in Spanish.

Still, Spanish-language media continue to grow in Kentucky.

One of the most successful publications in Spanish is Hoy en las Americas, published by The Sentinel-News in Shelbyville. Hoy has grown into a 44-page biweekly with 11,000 copies distributed.




ENQUIRER COLUMNISTS
Pulfer: Dr. Mulvaney hits a different kind of home run
Radel: 42-year tale ends happily ever after
Korte: Inside City Hall
Howard: Good things happening

LOCAL HEADLINES
Price tag for I-75 at $1.6B
Case calls attention to vicious-dog law
Indiana governor stricken
Sewage solution proposed
Cadavers help keep class lively
Cheney: War not over until enemies vanquished
Public events commemorating Sept. 11
Site plan for heart hospital approved
Convicted molester faces new charges
Notre Dame installation
Students to be kitted out
Miamiville residents wary of waste plant along river
Regional Report
Men who would be mayor of Norwood spar over money
Miami U union president fasts over salary impasse
Exam delays murder trial

KENTUCKY HEADLINES
Fletcher event in Ohio
Man found guilty for role in woman's death
State office-seekers criticize foes in TV debates
Tuition prepay program is self-sufficient
Demand rises for Spanish media
Charge dismissed against defendant in teen's '99 death