November 5, 2024 • 8 mins
The Founder/Managing Partner and CEO of Nueva Network and Costa Media will be sharing his insight at a Forecast 2025 panel on November 13. To get a preview of what is in store for conference attendees, RBR+TVBR Editor-in-Chief Adam R Jacobson welcomes Villafañe to the InFOCUS Podcast, presented by dot.fm.
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Episode Transcript
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Speaker 1 (00:06):
This is the RBR TVBR in Focus podcast.
Speaker 2 (00:10):
Here's your host, Radio and Television Business Report Editor in
Chief Adam R.
Speaker 1 (00:15):
Jacobson. Hello and welcome to the podcast, which is presented
by dot fm, streaming, social podcast or broadcast. To get
a dot fm domain, ame by heading over to get
dot fm. Today and today we're speaking with Jose Pelafane,
the founder, managing partner and CEO of Hispanic radio focused
entities New Wave by Network and Coosta Media. From national
(00:37):
radio sales to ownership. Belafanie has a unique perspective on
what it's like to be an operator on main street,
and he'll be sharing his insight at a Forecast twenty
twenty five panel on November thirteenth to get a preview
of what is in store for conference attendees. We welcome
Jose to the podcast. Jose, it is great to be
speaking with you again.
Speaker 2 (00:55):
Thank you, Adam. I appreciate you inviting me.
Speaker 1 (00:57):
Let's begin the conversation with the cost of media prop
which include Hispanic radio content delivery vehicles serving audiences in
Boston and Washington, d C. Respectively. We're wondering how twenty
twenty four is shaping up from an ad growth perspective,
did the election bring desired political dollars or are there
core advertisers that are still there or their challenges being
(01:18):
an independent operator. What's the pulse like for you?
Speaker 2 (01:21):
Well, you know, I started the conversation with a disclaimer
that we're in a very unique position that we took
over a station two years ago or about a year
and a half ago that was run by a mom
and pop company and we wrong get to operate under,
you know, a more of a corporate style. So with
(01:42):
that being said, we're using for the first time Nielsen
ratings and monitoring with Miller Kaplan's to find out who
were the advertised in the market. So with those and
we have a professional programmer around the air, which is
our partner at Aldo Lopez, that we've been able to
tweak the existing station who have very strong rings in
(02:03):
the market and position it for national advertisers to increase sales.
So we've we've taken at one point three million dollars
station and increase it to two point one million in
the last year because we've been able to tweak that
and create like a corporate setting. So we're not you know,
even though the market is flatted down we're slightly we're
(02:24):
significantly up because we've been able to adjust what it
was a strong signal in the market or a strong
president market and give it some expertise on the corporate side.
Speaker 1 (02:34):
That's very positive to hear. Will say, you're also the
CEO of Hispanic Media rep firm m NA Sales and
National Hispanic Radio Network in the way by network wondering
what the activity has been like across twenty twenty four
with those entities, given the continued softness for national that
we're hearing in the total market.
Speaker 2 (02:51):
Well, again, you know, we're we're a brand company. We're
in our third year or three and a half years.
We reached this year over you know, thirteen million dollars
in sales. We were able to secure over two million
dollars in political business, which is unheard of on the
network side with our with our strong syndicated properties, and
were able to sell on the on the positioning that
(03:15):
network advertisers whether their national coverage can influence local swing states.
With that being said, we've grown significantly year to year
with our station list. We added stations from Odyssey at
Latino VIDIA Network and we now have a coverage of
ninety seven percent. We also representing a show that you
(03:35):
could baby, Alex Lucas and Alvara Morales, our three premier
content shows that we didn't have two years ago, and
with that we've been securing endorsement and exclusive deals with
advertisers such as Pructor and Gamble and Audible, Amazon and McDonald's. So,
(03:55):
you know, while the other network has been on going
for more than two decades, we've been able to super
service these agencies with new opportunities that they didn't have
before and increase our revenue over fifty percent versus last year.
So we're happy with our results. We have a stronger team.
We added three more people to the team of national
sales and we've been able to increase sales over fifty
(04:17):
percent versus last year.
Speaker 1 (04:19):
Oh, that's super positive. Now, on Wednesday, November thirteenth, Osey,
you'll be participating in a Forecast twenty twenty five session
devoted to local broadcasters and their important role in their communities.
Without giving away the secret sauce or salsespecial if you will, Oh,
what is one thing you'll be sharing with these conference
attendees about what has made your operations really kind of
(04:41):
click in twenty twenty four.
Speaker 2 (04:43):
Being in the business for twenty seven years now one
on twenty eight next year, I think I see myself
number one as a salesperson, and that's pretty much how
I portray myself in the company and with our and
with our clients and our partners. I'm not building the
company quarter by quarter, but I'm building it as a
(05:04):
long term vision for the company for the next ten years.
So I'm putting all the pieces together where there are
the products that we offer locally or nationally, and the
sales teams, and the strategy and the branding for long
term growth. I'm investing a lot in our sales strategy,
and that's bringing the best people into the market. Last year,
(05:25):
two years ago, we brought host A Mateo, who has
been in the business for over twenty years. We've brought
great Zygostino, which has also been a big person who's
represented audio for many years, Dominica Marito, who came from
National Spoting Cats. You know, we're just building the company
people by people, and we believe that building a company
(05:48):
with the right sales and branding, marketing people, having the
right products to put out there will take care of
our clients and our clients' marketing needs, and I belie
that's really our secret saw us. Our service is first class,
and you know, we work with the agencies closely, and
(06:09):
we believe that we have a product that's superior in
the market and with our service is a compliment to
what the other networks are doing.
Speaker 1 (06:16):
Again reminding our audience that Jose Lafanie will be appearing
alongside several other participants at the main Street Media session
at Forecast twenty twenty five. Other panelists include w FMZTV
and WDPNTV president GM Barry Fisher, and Circle City Media
owner and president CEO Dowon McCoy. You can find archived
(06:39):
conversations with each of these past in focused podcast guests
on our Apple Podcast menu page. Mister Ville Lafae will
also be joined by Kelly Trusk, who is the owner
of BK Media Solutions and Southern Indiana Radio Network on
this panel, which is moderated by Retired National Association Broadcasters
EVP of Communications Dennis Wharton. I spoke with Dennis on
(07:02):
Monday and his comments here at RBR dot com. Any
closing thoughts before we see you at Forecast twenty twenty five.
Speaker 2 (07:09):
I'd like to say that, you know, being what I
consider a young executive, still in my prime at fifty
and having this experience behind me, I believe in radio
today more than ever. Working with our local clients, whether
they're be automotive or broker, mortgage brokers or lawyers, they
(07:30):
still get a big amount of response from what we
do daily on the air. And they're national, I mean,
they're locally committed annually to our stations of Washington and Boston.
So seeing those results give me a good understanding of
how the radio market is still vibrant and working in
a market like DC in Boston, and I hope that
(07:51):
I can share more, you know, more positive views in
the conference next week.
Speaker 1 (07:55):
Well, I'm looking forward to it, Hose. It's been a
pleasure speaking with you today on this podcast.
Speaker 2 (08:00):
Thank you, Adam, and we look.
Speaker 1 (08:02):
Forward to seeing you the listener at the Harvard Club
on November thirteenth for Forecast twenty twenty five. Seats are
still available, but you better hurry because they are filling
up fast. If you like a look at the full
agenda and you wish to register, simply visit Radio TV
forecast dot com And with that we Thank you for
listening to this Radio and Television Business Report and Focus podcast.
(08:22):
It was presented by dot fm, streaming, social podcast or broadcast.
To get a dot fm domain name by heading over
to get dot fm. Today From Streamline Publishing's global headquarters
and Booker Raton, Florida, I'm Adam R. Jacobson for the
staff at the Radio and Television Business Report and sister
publication Radio Inc. Thanks for listening. We hope to see
(08:42):
you in New York on November thirteenth. Have a great day.
This is the RBR TVBR in Focus podcast.
Speaker 2 (00:10):
Here's your host, Radio and Television Business Report Editor in
Chief Adam R.
Speaker 1 (00:15):
Jacobson. Hello and welcome to the podcast, which is presented
by dot fm, streaming, social podcast or broadcast. To get
a dot fm domain, ame by heading over to get
dot fm. Today and today we're speaking with Jose Pelafane,
the founder, managing partner and CEO of Hispanic radio focused
entities New Wave by Network and Coosta Media. From national
(00:37):
radio sales to ownership. Belafanie has a unique perspective on
what it's like to be an operator on main street,
and he'll be sharing his insight at a Forecast twenty
twenty five panel on November thirteenth to get a preview
of what is in store for conference attendees. We welcome
Jose to the podcast. Jose, it is great to be
speaking with you again.
Speaker 2 (00:55):
Thank you, Adam. I appreciate you inviting me.
Speaker 1 (00:57):
Let's begin the conversation with the cost of media prop
which include Hispanic radio content delivery vehicles serving audiences in
Boston and Washington, d C. Respectively. We're wondering how twenty
twenty four is shaping up from an ad growth perspective,
did the election bring desired political dollars or are there
core advertisers that are still there or their challenges being
(01:18):
an independent operator. What's the pulse like for you?
Speaker 2 (01:21):
Well, you know, I started the conversation with a disclaimer
that we're in a very unique position that we took
over a station two years ago or about a year
and a half ago that was run by a mom
and pop company and we wrong get to operate under,
you know, a more of a corporate style. So with
(01:42):
that being said, we're using for the first time Nielsen
ratings and monitoring with Miller Kaplan's to find out who
were the advertised in the market. So with those and
we have a professional programmer around the air, which is
our partner at Aldo Lopez, that we've been able to
tweak the existing station who have very strong rings in
(02:03):
the market and position it for national advertisers to increase sales.
So we've we've taken at one point three million dollars
station and increase it to two point one million in
the last year because we've been able to tweak that
and create like a corporate setting. So we're not you know,
even though the market is flatted down we're slightly we're
(02:24):
significantly up because we've been able to adjust what it
was a strong signal in the market or a strong
president market and give it some expertise on the corporate side.
Speaker 1 (02:34):
That's very positive to hear. Will say, you're also the
CEO of Hispanic Media rep firm m NA Sales and
National Hispanic Radio Network in the way by network wondering
what the activity has been like across twenty twenty four
with those entities, given the continued softness for national that
we're hearing in the total market.
Speaker 2 (02:51):
Well, again, you know, we're we're a brand company. We're
in our third year or three and a half years.
We reached this year over you know, thirteen million dollars
in sales. We were able to secure over two million
dollars in political business, which is unheard of on the
network side with our with our strong syndicated properties, and
were able to sell on the on the positioning that
(03:15):
network advertisers whether their national coverage can influence local swing states.
With that being said, we've grown significantly year to year
with our station list. We added stations from Odyssey at
Latino VIDIA Network and we now have a coverage of
ninety seven percent. We also representing a show that you
(03:35):
could baby, Alex Lucas and Alvara Morales, our three premier
content shows that we didn't have two years ago, and
with that we've been securing endorsement and exclusive deals with
advertisers such as Pructor and Gamble and Audible, Amazon and McDonald's. So,
(03:55):
you know, while the other network has been on going
for more than two decades, we've been able to super
service these agencies with new opportunities that they didn't have
before and increase our revenue over fifty percent versus last year.
So we're happy with our results. We have a stronger team.
We added three more people to the team of national
sales and we've been able to increase sales over fifty
(04:17):
percent versus last year.
Speaker 1 (04:19):
Oh, that's super positive. Now, on Wednesday, November thirteenth, Osey,
you'll be participating in a Forecast twenty twenty five session
devoted to local broadcasters and their important role in their communities.
Without giving away the secret sauce or salsespecial if you will, Oh,
what is one thing you'll be sharing with these conference
attendees about what has made your operations really kind of
(04:41):
click in twenty twenty four.
Speaker 2 (04:43):
Being in the business for twenty seven years now one
on twenty eight next year, I think I see myself
number one as a salesperson, and that's pretty much how
I portray myself in the company and with our and
with our clients and our partners. I'm not building the
company quarter by quarter, but I'm building it as a
(05:04):
long term vision for the company for the next ten years.
So I'm putting all the pieces together where there are
the products that we offer locally or nationally, and the
sales teams, and the strategy and the branding for long
term growth. I'm investing a lot in our sales strategy,
and that's bringing the best people into the market. Last year,
(05:25):
two years ago, we brought host A Mateo, who has
been in the business for over twenty years. We've brought
great Zygostino, which has also been a big person who's
represented audio for many years, Dominica Marito, who came from
National Spoting Cats. You know, we're just building the company
people by people, and we believe that building a company
(05:48):
with the right sales and branding, marketing people, having the
right products to put out there will take care of
our clients and our clients' marketing needs, and I belie
that's really our secret saw us. Our service is first class,
and you know, we work with the agencies closely, and
(06:09):
we believe that we have a product that's superior in
the market and with our service is a compliment to
what the other networks are doing.
Speaker 1 (06:16):
Again reminding our audience that Jose Lafanie will be appearing
alongside several other participants at the main Street Media session
at Forecast twenty twenty five. Other panelists include w FMZTV
and WDPNTV president GM Barry Fisher, and Circle City Media
owner and president CEO Dowon McCoy. You can find archived
(06:39):
conversations with each of these past in focused podcast guests
on our Apple Podcast menu page. Mister Ville Lafae will
also be joined by Kelly Trusk, who is the owner
of BK Media Solutions and Southern Indiana Radio Network on
this panel, which is moderated by Retired National Association Broadcasters
EVP of Communications Dennis Wharton. I spoke with Dennis on
(07:02):
Monday and his comments here at RBR dot com. Any
closing thoughts before we see you at Forecast twenty twenty five.
Speaker 2 (07:09):
I'd like to say that, you know, being what I
consider a young executive, still in my prime at fifty
and having this experience behind me, I believe in radio
today more than ever. Working with our local clients, whether
they're be automotive or broker, mortgage brokers or lawyers, they
(07:30):
still get a big amount of response from what we
do daily on the air. And they're national, I mean,
they're locally committed annually to our stations of Washington and Boston.
So seeing those results give me a good understanding of
how the radio market is still vibrant and working in
a market like DC in Boston, and I hope that
(07:51):
I can share more, you know, more positive views in
the conference next week.
Speaker 1 (07:55):
Well, I'm looking forward to it, Hose. It's been a
pleasure speaking with you today on this podcast.
Speaker 2 (08:00):
Thank you, Adam, and we look.
Speaker 1 (08:02):
Forward to seeing you the listener at the Harvard Club
on November thirteenth for Forecast twenty twenty five. Seats are
still available, but you better hurry because they are filling
up fast. If you like a look at the full
agenda and you wish to register, simply visit Radio TV
forecast dot com And with that we Thank you for
listening to this Radio and Television Business Report and Focus podcast.
(08:22):
It was presented by dot fm, streaming, social podcast or broadcast.
To get a dot fm domain name by heading over
to get dot fm. Today From Streamline Publishing's global headquarters
and Booker Raton, Florida, I'm Adam R. Jacobson for the
staff at the Radio and Television Business Report and sister
publication Radio Inc. Thanks for listening. We hope to see
(08:42):
you in New York on November thirteenth. Have a great day.
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