Is Hispanic Media Ownership Relevant?

Media ownership was perhaps the most elusive goal for all minority groups in the 20th century. Amador Bustos, a leading player in the arena of popular Hispanic radio, said Hispanic ownership helps open doors when trying to successfully reach an audience. "It is important to have Latinos in the broadcasting game because the Hispanic owners will undoubtedly have a greater sensibility to the idiosyncrasies of the various Spanish-speaking groups," said Mr. Bustos, whose company has 60 employees and reported $12.9 million in 2007 revenue. "On the programming front, their understanding of the language, culture, and regional politics will contribute to shape the breadth and depth of the news and information coverage. On the employment front, historically Latino owners have been more prone to hire and promote other Latinos." Hispanic entrepreneurs, Mr. Bustos recalls, were once at the forefront of Spanish-language media. It was their commitment to the community, as well as their capital and cultural knowledge, that drove development. Now the dwindling number of Hispanic-owned companies forced a seismic shift in the landscape and has allowed entrepreneurs who remained in the market to use Hispanic ownership to their advantage.