Estereo Latino Overview
Format Regional Mexican
Demographics 1) Women 25+ 2) Men 18+
Power 50,000 kilowatts
Market Amarillo, Texas
Licensee Cheers Media Inc.
Call Latters KJNZ FM
Address 600 S. Tyler Suite 800 Amarillo, Texas 79101
Due to the flat plains of the Texas Panhandle, FM signals travel very well. Our Hereford Texas facility provides excellent coverage across the city of Amarillo. KJNZ â€˜s signal is very strong in the southwest plains of the Texas Panhandle where Hispanics represent more than 50% of the population.
Raul Brindis Y Pepito
ESTEREO LATINO 103.5FM & RAUL BRINDIS EN LA MAÑANA Be a part of one of the highest rated morning shows in the country “Raul Brindis Y Pepito.” This unique, family friendly morning show draws listeners from all age groups in the Hispanic market. As a sponsor of the Raul Brindis show, your business will receive frequent live mentions along with your recorded commercial during the most listened-to time in radio, morning drive. REACH THE HISPANIC MARKET ALL ACROSS THE TEXAS PANHANDLE WITH RAUL BRINDIS Y PEPITO ON ESTEREO LATINO 103.5 FM!
Definition of the Market Initially, Mexican immigrants listen to Spanish-language radio because it reminds them of home. Due to USA’s proximity to Mexico, and the fact that Mexican roots run deep in Texas, Mexican immigrants do not totally assimilate, like other ethnicities that came to America from Europe. Even young, bilingual Hispanics that were born in this country like listening to Spanish-language radio, because it speaks to them in the first words they ever heard, their mother’s Spanish.
Target Market The target market is Mexican immigrants. For definition purposes, the term Hispanic describes persons of any Spanish-speaking nationality, but in Amarillo, practically all Hispanics are of Mexican origin. Target Market Profile The typical Mexican immigrant is blue collar, often with a rural background. He or she does not come to the USA for the weather, the sights, or any other reason, but to work hard and be a good provider. The Mexican immigrant’s work ethic is beyond comparison. Often times, the males arrive first, to send for wives and children after they have gained employment and security. That is why this demographic tends to skew young, and slightly more male than female.
Demographic Analysis and Trends
Current Size of Market While the results of the just-concluded census will provide much needed, accurate population information, an educated guess is that approximately 70,000 Mexican immigrants call Amarillo home, yielding huge TSLâ€™s and exclusive cumes.
Growth of the Market 44% of the Amarillo Independent School District is Hispanic, so the future bodes well for this market.
Maturity of the Market The economy and violence in Mexico provide a constant incentive for workers to leave their country and immigrate to the USA. As the Amarillo market provides ample opportunities in the industrial and agricultural sectors, Mexican immigrants will continue to find work opportunities and keep coming.
Lifestyle and Psychographics The market is extremely family oriented. Initially providing food, shelter and security, immigrantâ€™s goals expand into attaining a quality lifestyle, education, and a bright future.
Purchasing Patterns Newly arrived immigrants like to pay with cash, even for big ticket items. As a result, this market usually carries very little debt.
Buying Sensitivities An immigrant needs to feel welcomed and respected before patronizing a business. However, once that trust is earned, the business can expect tremendous loyalty and word of mouth recommendations to friends and relatives.
Anticipated Changes and Trends As the Hispanic market matures, one can expect to see it take a bigger leadership role. More Hispanics will occupy white collar jobs, such as doctors, lawyers, politicians, and business entrepreneurs as well as community service occupations including police officers and fire-fighters.
Office 806.242.4242 | Fax 806.242.1849
600 S. Tyler Ste. 800 | Amarillo | Texas 79101