Content Is More Than King — Content Is Cash

By February 8, 2019Updates

It’s the engine that drives your station’s revenue, bringing listeners to the table, enticing advertisers to buy your inventory.

Determining the right format, music, or programming mix for your station and how to position and play it — understanding the nuances that make those elements more appealing to listeners in a world of so many other audio options — is at the very heart of any station’s success in meeting revenue expectations.

At the Hispanic Radio Conference, March 12-13, there’s a panel for that! And it’s one that will address what’s hot and what’s happening in Hispanic formats. Which ones are on fire and which are losing steam.

Hispanic Radio Music Formats: What’s Hot and What’s on the Way

If you program or manage a Hispanic radio station, or compete with one, you need to know what’s playing not only today, but what’s in the Hispanic format pipeline for tomorrow.

And the best place to educate you and your team about Hispanic radio content is the Hispanic Radio Conference.

We’ve assembled top programming minds from leading Hispanic radio groups, each of whom will offer perspectives and insights based on their own unique experience, success, and talent. Collectively, they provide a volume of knowledge and educated know how as well as some pretty darn good crystal balls for peeking into the future.


Jesus Rodriguez, who has been a MusicMaster scheduling and sales consultant for seven years, says he most enjoys “helping our clients win.” Rodriguez began his radio and music career early; at age 12, he was working as a club DJ. By 15, he was producing and hosting a mix show in Dallas. During college at the University of Texas at Arlington, he worked as a morning show sidekick and producer at KDGE/Dallas. Rodriguez’s talents took him to Univision Radio, where he worked as national music director, doing daily logs for eight bilingual CHR formats simultaneously. At MusicMaster, Rodriguez is in charge of assisting all Spanish-speaking clients in the U.S. and Latin America with their music-scheduling needs. He also is a support and sales team member for all MusicMaster clients in the U.S.


Closing in on 14 years with Univision Radio, Haz Montana is the LA-based VP of content for the Regional Mexican and Adult Contemporary brands, covering 25 radio stations in 15 markets, four multi-market or network shows, and strategy oversight for Los Angeles and four additional markets. Before joining Univision Radio, he was the VP of programming for Entravision Communications, and a Miami-based program director with SBS. Before Spanish-language, Montana’s career in the English sector included positions in market research (Critical Mass Media), programming, and on-air. He has also programmed CHR, Rock, and Oldies.


Veronica Nava is vice president of programming for DASH Radio, responsible for the digital platform’s Latin stations. Nava began her career at Univision Radio, where she held the role of program director for Southern California’s biggest Regional Mexican station, KSCA-FM. Over the years, Nava’s responsibilities included overseeing and coaching some of the top-rated personalities and shows. She also served as Univision’s regional program director and has worked with English-language media giants SiriusXM and iHeartMedia. Nava’s experience in music programming, content strategy, and talent development has provided her the opportunity to coach and consult top-rated English- and Spanish-language syndicated programs in the U.S. and Europe.


Jesus Salas is the executive vice president of programming and multi-platform coordinator for Spanish Broadcasting System. In this capacity, Salas oversees the radio programming of the number one most-listened-to Latin station in the nation, WSKQ-FM (Mega 97.9)/New York, and, most recently, he launched the first “Cubaton” music-formatted station in the world, WRMA-FM (Ritmo 95.7)/Miami. Salas is also responsible for all the SBS stations in the top Hispanic markets throughout the United States, including Miami, Chicago, Los Angeles, San Francisco, and Puerto Rico.


Raymond Torres is program director of WRUM-FM/Orlando and WRUB-FM/Tampa and iHeartRadio Hispanic Brand Coordinator. He was born in Ponce, Puerto Rico, where he grew up listening to great radio stations in hopes that one day he would work at one. The realization of this dream began in his hometown of Ponce, on Radio Zar, and continued with his transfer to the capital city of San Juan, where he worked on stations like KQ105 and Z-93 and La Mega, where he worked as a DJ and program director. Torres’ vast experience led him to aspire to move from Puerto Rico and work for iHeartMedia’s Hispanic Division. He has been a program director for more than 25 years.

You could spend thousands to hear this much programming expertise – or you can attend the Hispanic Radio Conference, where you’ll tap all that knowledge – and a lot more.

About the Hispanic Radio Conference
The Hispanic Radio Conference is the only conference dedicated solely to Hispanic radio. Now in its 10th year, the conference attracts the industry’s key leadership in management, sales, and programming, whose combined audience reaches approximately 95 percent of the 59+ million Hispanics in this country.

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