Talker's Magazine with input from industry leaders has published their 2008 "Heavy Hundred List"- some of the leading talk show hosts in the country and is derived from from what Talker's calls the "250 most important talk show hosts in America".  Not surprisingly, this list is once again dominated mostly by radio personalities who are more conservative politically and morally.

Talker's Magazine estimates that there are roughly 5,000 radio talk shows in the US today ranging from the well known icons of radio to those who are relatively obscure. The criteria for Talker's Heavy Hundred List is not solely a function of total listenership although reach is an important factor.  As Talker's Magazine puts it, "Talker's Magazine editors painstakingly compile this super-list (from) a combination of hard and soft factors including: courage, effort, impact, longevity, potential, ratings, recognition, revenue, service, talent and uniqueness."

Not surprisingly Rush Limbaugh is still number one with Sean Hannity, Michael Savage, Dr. Laura Schlessinger and Glenn Beck rounding out the top five. 

According to the Strategy Research Corporation, 96% of Hispanics prefer to receive their information in their first language.  What's more, Hispanics are big radio consumers.  The same study found that 92% of Hispanics listen to the radio every day and 9 out of 10 Hispanics listen to Spanish language radio.

The Christian population among Hispanics is influential and is a viable advertising target for political campaigns looking to gain an edge in the upcoming election. Yuri Mantilla, director for International Governmental Relations for Focus on the Family, calls 2008 the "Year of the Hispanic". Said Mantilla, "We are the nation's largest minority and we are poised to make a difference in some of the tightest races because of our concern for family, for life, and for faith.  Hispanics are not a monolithic bloc, but a thriving family community, and our values are the values on which this nation was founded."

Look for advertising dollars to be available to Spanish speaking Christian radio stations as we elect a new president this year and more and more astute marketers recognize the power of the Hispanic Christian community and the ability to target them with Christian radio.

With the growth of the Hispanic market in America, radio has seen a shift in formats with many new all Spanish or at least partly Spanish formatted stations rising as well. The Hispanic consumer represents a huge opportunity. According to the American Marketing Association, by the year 2010, Hispanics will be spending over $800 billion in the United States. A big part of that spending coming from financial services. 

Though a large part of the Hispanic population is bilingual, targeting Hispanics on Spanish speaking radio may make the most sense as the message itself can be adapted and fashioned to reach the Spanish consumer in the most culturally relevant way possible.  Many bilingual Hispanic radio stations are working with businesses of all types to translate their  advertising message and produce it in Spanish. Look for a continued rise in Hispanic radio in most if not all radio markets representing the top 200 population centers in the US over the next two to three years.

A comprehensive list of Hispanic radio stations is available at: http://www.hispanicyearbook.com/files2007/07AHHY_pg277-288.pdf