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
Burrus rob headshot 300x300

Anxiety among Nurses:

Robert Burrus - Cameron School of Business - UNC-Wilmington
Mc2 56882

Landing Whales Requires A Larger Ocean With More Food

Scott Byers - Majestic Kitchen & Bath Creations
Kellyerola headshot lcflc

7 Signs It May Be Time For Hospice Or Palliative Care

Kelly Erola - Lower Cape Fear LifeCare

Trending News

Tractor Supply Co. Property In Leland Sells For More Than $5M

Cece Nunn - Oct 19, 2021

County OKs Use Of $1.9M For Affordable Housing Project

Cece Nunn - Oct 18, 2021

Clancy & Theys Announces Promotion, Hiring

Staff Reports - Oct 19, 2021

Apple Annie's Rolls Out Expanded Capabilities With New Space

Jenny Callison - Oct 19, 2021

City Council Candidate Q&A: Charlie Rivenbark

Staff Reports - Oct 20, 2021

In The Current Issue

Health Care Heroes: Volunteer

This category honors volunteers at a health care provider or other health-related organization who are considered exemplary by people within...


New Eateries Add Flavor To District

“Being a part of the Brooklyn Arts District already feels like home, and I’m so excited to be a part of it,” said Alicia Mitchell, who plans...


Health Care Heroes: Community Achievement

The Community Achievement Health Care Heroes category honors an individual or team who successfully implemented a program addressing a probl...

Book On Business

The 2021 WilmingtonBiz: Book on Business is an annual publication showcasing the Wilmington region as a center of business.

Order Your Copy Today!


Galleries

Videos

Trying to Grow a Business?
2020 Health Care Heroes
2020 WilmingtonBiz 100