January 5, 2016
ROCHESTER’S FIRST and ONLY 24 HOUR LATIN RADIO STATION LAUNCHES NEW WEEKLY BUSINESS SHOW HOSTED BY PIKE’S CHIEF INNOVATION OFFICER: NEW SHOW SUPPORTS EL PODER LATINO/LATINO POWER 97.1 FM’s ROLE AS A NEW MARKETING RESOURCE FOR COMPANIES
Rochester, New York – In response to growing calls for a local dual-language radio station, Ibero is proud to announce that El Poder Latino (Latino Power) 97.1 FM has received an overwhelming response from residents and businesses since going on the air on November 30, 2015. The radio station is owned and operated by Ibero and provides underwriting opportunities for businesses and organizations in both English and Spanish. The audience includes listeners from out-of-state who follow PODER 97.1 via the streaming app Tunein.com.
“While it’s been a long and difficult road, we have not deviated from our purpose in bringing a station to our community. This is something we can be proud of as it will keep our community abreast of current events while connecting multiple audiences,” says Ibero’s President/CEO and co-founder Hilda Rosario Escher. Other station co-founders include Ibero’s COO Gladys Pedraza-Burgos, and well-known community advocate and deejay Nemesio Martinez.
In addition to music, programming on the radio station also includes the following:
• Education capsules that focus on academics, healthcare, financial literacy and other important topics
• Emprendedores Latinos/Latino Entrepreneurs: weekly English business show hosted by Pike’s Chief Innovation Officer, Mauricio Riveros, who interviews local Latino business leaders and talks about various issues related to business, start-ups, and the economy
• La Vista Latina/The Latin View: weekly English/Spanish show hosted by RIT’s Manager of Multicultural Programs Diversity & Inclusion, Stephanie Paredes, and Pathstone’s Deputy of Corporate Operations, Yesenia Ramos-Torres. The hosts discuss a range of topics and interview guests who work in various fields such as business, finance, arts and theater.
• Underwriting spots: Paid air time for businesses and organizations
“There’s a growing trend across the country to establish new resources that provide valuable information to the Hispanic market. A Latino market the size of Rochester has been in need of a radio station for decades and demand is high,” says Julio Saenz, the station’s general manager.
Saenz brings a wealth of cross country media experience, most recently as the former general manager of Mundo Hispanico, a bilingual newspaper under the Atlanta Journal Constitution and affiliate of Cox Communications. Saenz was also the general manager of Excelsior in Los Angeles and the founder and general manager of Conexion, Rochester’s first bilingual publication. The successful publication was eventually bought by the Democrat and Chronicle.
Saenz works in collaboration with Ibero’s Office of Development and Communications and Ibero’s chief operations officer.
“We are thrilled with the possibilities that come with this new radio station. As a bilingual, bicultural and multigenerational resource, we’ll be able to provide a wide range of music while sharing important information on health, education and culture,” says Ibero’s COO Gladys Pedraza-Burgos.
“This is a tremendous opportunity for local businesses and organizations who want to promote their product or service to a new consumer base. Companies in larger cities realize the potential and have seen the results from their focus on Hispanic marketing. Similar opportunities to target the growing and influential Latino market in Monroe County also exist here,” says Ibero’s director of Development and Communications Tricia Cruz-Irving.
Established in 1968, Ibero is a dual-language human services agency that serves individuals and families of all ethnic backgrounds. Our award-winning programs build stronger families and lead individuals to greater self-sufficiency.