Thursday, September 1, 2011

Austin's hispanic media overview

AUSTIN -- While there has been much said about the growing Hispanic population in Austin and Central Texas, we thought it would be a good idea to take a quick look at various media that target the Hispanic community.

As you will see in the pages that follow, there are now three television stations broadcasting content that is both local and produced from afar. Ten years ago there were zero.

With regard to radio in the Hispanic community, there has been a long history with this medium. Marcelo Tafoya will certainly have to go down in history as one of the pioneers since his entry into the business in the 1950s.

Today, there are no less than nine radio stations targeting the Hispanic market in Austin and Central Texas. The formats range from Banda, Norteño, Regional Mexican and Tejano. In recent years there has been a lot of turnover of station owners and broadcast formats.

Here is a shocker: Austin, Texas currently leads the state in the number of publications (print) targeting the Hispanic community. On page 9 you will find these publications, their editors, circulations figures and other contact information.

As a side note, Houston, led the state in the 1980s with 22 publications targeting the Hispanic community. Today that number is down to 11. It should also be pointed out that of the 13 publications in Austin, each has its particular demographic.

Some are chasing the solely Spanish-speaking, some are targeting the recent immigrant and some are going after the Hispanic middle class. It would be accurate to say that these different demographic targets have been chosen by their respective editors after careful consideration of where each felt their was an opportunity to participate in this growing market.

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