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Lisa
Givens
Radio One,
the largest African-American owned radio company, has found success
in serving black communities around the country. Its usual Urban
music format crosses demographic lines. The company aspired to grow
and compete with the largest radio broadcasters. Not long ago, in
one of its purchases, Radio One acquired a Miami Spanish-music station.
A big decision faced the company: whether to convert this successful
station to its Urban format, or stick with what the station was
doing and break into the growing Hispanic market. This case study
lays out the background and the basis for a decision.
To read this report from the Center, click the link
below. You must have Adobe Acrobat Reader installed on your computer
to view the PDF version of the report. You can download a free version
of Reader at the Adobe
Web site.
Radio
One (PDF
- 156KB)
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