H ispanic buying power inAmerica has increased morethan 110% over the past 10

years, making Hispanic consumers adriving force in the largest markets ofthe U.S. This year alone, Hispanicpurchasing power is expected to reach$630 billion, according to consultancySantiago & Valdes Solutions.

Spanish Broadcasting Systemservices the country’s top Hispanicmarkets, providing effective marketingand advertising solutions for thousandsof businesses targeting these markets.since 1983. SBS’ mission is to serveHispanic audiences and the advertisersthat target their dynamic purchasingpower through a combination of market-ing vehicles, including 21 all-music radiostations in the top 10 Hispanic markets;an international Internet entity, LaMusi-ca.com; and a vibrant concert andentertainment division.

Spanish Broadcasting System is thelargest Hispanic-controlled radio broad-casting company in the U.S. The SBSnetwork of stations can be heard byapproximately 50% of the U.S. Hispanicpopulation and covers New York, PuertoRico, Los Angeles, Miami, Chicago, SanFrancisco and San Antonio. SBS strives to

customize its programming to matchdiverse musical and cultural heritagesand the local preferences of its audiences.

In New York and Los Angeles, themost-listened-to radio stations are

Spanish-language stations. Accordingto Arbitron, SBS stations in New York,WSKQ-FM and WPAT-FM, combine todeliver more adult 18-plus listeners peraverage quarter-hour than any othersingle radio station (in any language) inthe market. In Los Angeles, SBS stationsKLAX-FM and KXOL-FM combine toreach more than 1.1 million listenersrepresenting 12% of all people 18-plus inthe market, or 28% of the 18-plusHispanic population each week.

In Miami, SBS stations reach 48% ofthe 18-plus Hispanic population everyweek. And in Chicago, where theHispanic population is predominantlyof Mexican origin, WLEY-FM has beena solid ratings leader for several years.

In addition to its radio network, SBSoffers LaMusica.com, a bilingual Spanish-English Internet Web site and onlinecommunity that focuses on the U.S.Hispanic market. LaMusica.com is aprovider of original information andinteractive content related to Latinmusic, entertainment, news and culture.LaMusica.com enables SBS’ audience toenjoy additional targeted and culturallyspecific entertainment options. At thesame time, LaMusica.com enables SBSadvertisers to cost-effectively reach

Hispanic consumers through an addition-al, dynamic and rapidly growing medium.

SBS recognizes the value that eventmarketing offers its advertisers andmarketers. SBS Entertainment organizesconcerts and other music events in SBSradio markets. Event marketing is thefastest growing segment of the market-ing/communications industry. Corpora-tions are looking for event-integratedstrategies that leverage advertising andsales promotions.

Due to higher rates of naturalincrease and immigration, the Hispanicpopulation is growing more rapidlythan the total population, a trend thatis not expected to abate. SBS believesmarketers cannot afford to miss themark—and the first ones to capturethis fiercely brand-loyal consumer willreap the benefits for years to come.

ADVERTISER5 columns x 7”—49 lines

Top rule: line 39Y=34p1.5

SBS moves to the beat of the new world

Music lovers enjoy a concert presented bySpanish Broadcasting System’s La Ley radiostation in Chicago.

SPECIAL ADVERTISING SECTION

Spanish Broadcasting System2601 S. Bayshore Drive / PH 2Coconut Grove, Fla. 33133

Raul Alarcon Jr., president & CEOJoseph A. Garcia, chief financialofficer-exec VP & secretaryPablo Raul Alarcon Sr., chairmanemeritus & directorJose Grimalt, secretary emeritus &director Jason L. Shrinsky, director William B. Tanner, exec VP-programming

Contact:Dennis Caicedo, 786-470-1763

Description: Spanish BroadcastingSystem is the largest Hispanic-con-trolled radio broadcasting company inthe U.S., with 21 all-music radio stationsservicing the country’s top Hispanicmarkets.

M E D I A

Multicultural GuideMulticultural Guide November 4, 2002M12