ABSTRACT
Hispanic/LatinX radio’s emergence from a grass-roots media for Spanish-speaking communities to a diverse and growing national presence has been astonishing. In this chapter, students will learn that the “industry” that once consisted of individuals renting time on English-language stations has evolved into a big business, with most major U.S. media companies staking a financial interest in radio to specifically target the Hispanic/LatinX market. The story of this evolution is one of creativity, ingenuity, and entrepreneurship. The potential that remains to be realized is as strong as any other audio media existing today.
