Print
Marketing/Media

Acquisition Brings Spanish Language Radio To Wilmington

By Johanna Cano, posted Jan 23, 2019
Melissa Lopez, DJ, and program manager Gustavo Aguilar are part of the La Raza radio team. (Photo Courtesy of Norsan Media)
Norsan Media has acquired local radio stations WLSG-AM and W231CL-FM, which started airing La Raza, Wilmington’s only Spanish language radio, this month.

The Charlotte-based media company acquired 94.1 FM and 1340 AM to address a growing need by the Hispanic population, states a news release.

“With the acquisition of these new properties, we will be able to have coverage in the Wilmington, Masonboro, Leland and Kings Grant areas where there is a substantial growth of Hispanics,” Norsan Media CEO Norberto Sanchez said in the release. “This will allow us to offer the same exceptional service we are proud to provide our audience in our current footprint; we are definitely very excited to join the Wilmington community.”

New Hanover County’s population is slightly over 227,000, according to the U.S. Census Bureau. Hispanics or Latinos make up about 5.5 percent of the county’s population.

One need Norsan Media identified for the Latino community is access to information.

Denise Coleman, strategic marketing and community affairs manager at Norsan Media, said station officials plan to meet with local leaders to determine what information they can communicate to listeners.

“We want to provide information that is vital for them, depending on the needs of the people that live there,” Coleman said.

Some of this information could include notices from the local police department, fire station or first responders, she said.

While the radio stations started airing La Raza on Jan. 11, Norsan Media is currently working on the station’s marketing strategy, Beto Tenorio, Norsan Media president, said Wednesday.

There are plans to open a Wilmington office where the company would hire local DJs, if the station proves successful. 

“Usually how we launch a radio station depends how the market grows, then we grow the station,” Coleman said.

This latest acquisition makes up Norsan Media’s 24th La Raza radio station. The company also owns three TV stations, three print publications and digital media outlets in North Carolina, South Carolina and Florida.

Wilmington’s first Spanish-music station, La Gran D, aired in 2008 until Capital Broadcasting Company purchased the station’s media company, NextMedia Group, and Coastal Carolina’s Modern Rock station took its place.

One goal for the company is to connect with the Hispanic population in the area.

 “A lot of Hispanics are moving into the Wilmington area because of developments,” Tenorio said. “We noticed that there is a radio station, but it’s an hour and a half away. The Wilmington Latino community needed a radio station.”
Ico insights

INSIGHTS

SPONSORS' CONTENT
Chris coudriet

Sewer And Water Along 421 Creates Corridor Primed For Growth And New Jobs

Chris Coudriet - New Hanover County Government
Drewsmith copiersplus headshot

Embrace The Decade Ahead With Updated Printing Procedures

Drew Smith - Copiers Plus
Hardy revised

The Future Of Health Care: Administration

Charles Hardy - UNCW College of Health and Human Services

Trending News

Local Firm To Be Considered For Redevelopment Of Government Center

Cece Nunn - Jan 15, 2020

Cape Fear Industrial Complex Sells For More Than $8M

Christina Haley O'Neal - Jan 16, 2020

Developers Plan Modern Industrial Building In Pender

Christina Haley O'Neal - Jan 15, 2020

Finalists Announced For Commercial Real Estate Awards

Cece Nunn - Jan 17, 2020

22 North Works With Local Chef To Rebrand Restaurant

Jessica Maurer - Jan 15, 2020

In The Current Issue

Real Estate Runs In The Family

Real estate firms often include multiple generations working alongside each other, and examples abound in the Wilmington area....


Teaming Up: Are Public-private Partnerships In Area's Future?

Officials in the region and beyond are bringing public-private partnerships to the table as potential solutions to public needs that could a...


A Matter Of School Days For Tourism

Although the school calendar is staying the same for now for New Hanover County schools, it’s an ongoing issue that tourism and educators gr...

Book On Business

The 2019 WilmingtonBiz: Book on Business is an annual publication showcasing the Wilmington region as a center of business.

Order Your Copy Today!


Galleries

Videos

2019 Health Care Heroes
August 26, 2019 Power Breakfast: A Healthy Sale?
2019 WILMA Leadership Accelerator
2019 WilmingtonBiz Expo Keynote Lunch - CEO, nCino, Pierre Naude`