January 4, 2010
For Immediate Release Contact:
Mike Gould, Eastlan (877-886-3320)
BUSTOS AND CAMPESINA TO WORK WITH EASTLAN ON NEW INITIATIVE
Amador Bustos: "…a competitive breath of fresh air."
(SAMMAMISH, WA) Eastlan Ratings has joined with two leading Hispanic broadcasters, Bustos Media and Radio Campesina, in launching an initiative to work collaboratively in the design of a new radio ratings product focused exclusively on the understanding the impact of Hispanic radio listeners.
"Bustos Media is delighted to see more robust Spanish audience measurements," remarked Amador Bustos, President & CEO of Bustos Media. "We're optimistic this Eastlan project will be a competitive breath of fresh air for all broadcasters in general and Spanish language radio operators in particular."
Also weighing in on the new Eastlan Hispanic radio initiative is Greg Tacher, President of the The Tacher Company, "Agencies and direct radio advertisers are asking for more comprehensive data on the Hispanic audience to determine where to place their money to achieve results. We represent Campesina and several other Hispanic broadcasters nationally and can say without hesitation, this kind of product is long overdue and has real opportunity to become the currency of the Hispanic radio advertising community."
Initial phase testing has been completed in Tri Cities, Washington and Yakima, Washington. A second round of measurement is planned in up to five radio markets during the Spring 2010 ratings period.
Eastlan Ratings is privately held media-research firm headquartered in Sammamish, Washington with offices in Florida, Missouri and Oregon. Eastlan Ratings was formed in 1999 and provides radio audience measurement data to markets across the United States. For more background see www.eastlanratings.com.