LPRC Brown Papers
Engaging Latino Audiences with Public Radio
How Southern California Public Radio Opened Their Doors to Latinos and Became the Most Listened-to Public Station in Los Angeles: A Case Study
- Public radio must accurately target Latino audiences.
- Spanish and English programming diversity is necessary.
- Distribution is key to expanding services for Latinos.
- Increasing and developing capacity is crucial.
- Community engagement gives relevance to public radio.
Razón de Ser: Community Engagement by Latino Public Radio
For the majority of Latino public radio stations, community engagement
is not a new concept; it was the impetus for their creation. This study uncovers what factors and organizational characteristics foster optimum community engagement and how four public radio stations have accomplished deepened community engagement in the Latino community.
The LPRC conducted a survey and interviews with member stations regarding their fundraising. The results were used to create capacity building tools for Latino public media. Many of the stations have a healthy balance of different revenue sources. Traditional public media fundraising efforts are going strong and yielding results. However, fundraising is often not organized and intentional as it could be.
This report gives hard data and subjective self-assessments of Latino public radio stations. It points out challenges and obstacles that in turn provide opportunities for collaboration. Some of the areas covered in the report are: audience, technology, funding, programming, language and demographics.
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Just like Latino public broadcasting, the Latino culture of a city is often ignored by traditional tourist magazines and guides. Find out more about Latino music, history, arts, culture, businesses, food and organizations in some of the communities served by LPRC stations.