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By 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 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.

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Radio One (PDF - 156KB)