By Shane Goodman shane@dmcityview.com

Wake up and smell the salsa

Next time you get in your car, punch the radio scan button and note the dozens of local stations to choose from. Today, there’s truly a channel for every taste of music. And, as of late, the 109,000 Latinos who make Iowa their homes now have radio stations to call their own, too. That’s important, as almost 80,000 Iowa Latinos are still speaking Spanish almost exclusively.

Hispanic radio is on the move, and it is here to stay. Nearly 700 Hispanic radio stations are now on the air nationwide. The format is growing faster than any other in the United States, as Hispanic radio has truly become a central part of the local culture. Latinos no longer have to attempt to pick up signals from Mexico, as Des Moines now has at least two Hispanic stations to choose from. Hearing the familiar sounds of home is comforting and inviting to Latinos, no matter how long they have lived in the United States.

But these radio stations have become more than places that play Hispanic music. As reporter Bethany Kohoutek reports in this week’s cover story, the phone lines in the offices ring constantly with listeners seeking information that’s not music-related. Spanish-language radio stations now serve as welcome centers, information outlets, job banks and advice panels for questions about everything from schools to healthcare to immigration.

The local advertising community is starting to catch on, too. Car dealerships, banks, hospitals and real estate firms were among the first, but others such as cell phone companies are now placing portions of their advertising buy in local Hispanic radio.
Most companies simply don’t know how to promote their goods and services to the Hispanic population, but are quickly learning how. They need to, as the median income of Latino households is now only slightly lower than that of the statewide average for all Iowans. The buying power from the Hispanic community is immense, and it is growing.

This isn’t a short-term trend. As our story shows, Hispanic radio is here to stay, and those who fill these needs and serve these customers will have great success.

Thanks for reading.

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