RBR+TVBR Editor-in-Chief Adam R Jacobson found himself at AutoNation Toyota Scion in Weston, Fla., on Wednesday. Weston is a western Broward County community some 30 minutes to the north of Hialeah. Not so long ago, it was very suburban and home to an older Caucasian population. Today, it is a haven for the first wave of Venezuelan immigrants and upscale Colombians.
This can be seen across the dealership, with communication more commonly seen in Spanish than in English. While "Les" in the service department was tuned to WFEZ-FM "Easy 93.1," the market-leading Cox Media Group AC, "Johanna" — the woman who runs the dealership's cafeteria — loves one Spanish-language radio station.
Why? What drives her listening? What about her response to this station's advertising?
It's all here in this under-10 minute learning lesson that could open your eyes to the power of Hispanic radio.
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