Connecting you with the
Fastest Growing Population
Group in Eastern Washington;
Hispanics…
Proven Results!
OUR STATIONS
KZTA - La GranD 96.9 FM
KZTB – La GranD 97.9 FM
KZML – La GranD 95.9 FM – La Gran D has
been the market’s standard bearer for Spanish language
radio since 2003. It has the market’s most recognized
on-air brand that plays a blend of Regional Mexican hits
targeting Hispanic adults 25 to 49. La GranD airs the only
local radio Spanish language newscast during morning
drive. Complete market coverage over three frequencies.
La GranD is the home of “Bronco and La Traviesa”
[Los Hijos de la Machaca], a high energy morning
show that is unrivaled through out the Pacific Northwest
and Eastern Washington. Mid-days it’s “Nestor Mania”
with Nestor and La Pikosita on 96.9, Yakima, 97.9 in
Tri-Cities and 95.9 in Wenatchee. During afternoon drive,
La GranD hosts “El Show de Erazno y La Chocolata”;
a nationally syndicated program that garners fabulous
audiences in every market.
Proven Results!
Proven Results!
OUR STATIONS
KMMG - LA ZETA, 96.7 FM
KYXE - LA ZETA, 104.9
KZUS – LA ZETA, 92.3 FM
This is a high-energy, promotionally oriented and
personality driven contemporary Regional Mexican
format targeting Hispanic young adults. La Zeta is also
the home of “El Show de Piolin”. His synergy with the
audience is absolutely incomparable. Piolin offers a fast
paced music and personality delivery that drives his
loyal and consuming listener to your brand. Together,
all stations are an unbeatable combination to blanket
the entire Market… From Yakima to the Tri Cities to
Moses Lake. This is Top 40 high-energy personality
radio at its best. On-Air Personalities also include “JC
Tejeda”, mid-days and Gus “Pika” Duran on
afternoon drive.
Proven Results!
Proven Results!
THE MARKET
Between 1980 and 2010, the Yakima/Tri-Cities
Latino population had quadrupled in size. Since
then, Latinos now by far represent the largest
ethnic community in Eastern Washington. The
Latino population in Yakima now exceeds 50%
and there’s been continued growth shown across
the predominantly-Latino Yakima Valley, as well.
Eastern Washington also boasts the largest
Latino average household income of any region
in the entire Northwest ($55,485).
Yakima was the Northwest region’s first
nationally-recognized “must buy” Latino market
in the nation, due to it’s rapid population growth.
Today, it goes well beyond Yakima, as Tri-Cities
and Wenatchee/Moses Lake are two of the most
significant emerging Hispanic markets in the
entire United States, due to agricultural
prosperity, and it’s associated year-round
employment opportunities found in the region.
Hispanics are fiercely brand loyal. 61% agree
with the statement: “It’s very difficult to get me
to change brands once I find one I like.”* 85%
prefer to buy a more expensive but trusted
brand over a less expensive one they don’t
know.* Many U.S. brand teams have bought
into the myth that Hispanic consumers do not
respond well to retail promotions. The reality is
that when properly executed, Hispanic retail
promotions can out-perform general market
initiatives.**
*Yankelovich Hispanic Monitor
**The San Jose Group
Sources: US Census, 2010, Radio
Advertising Bureau, Pew Hispanic
Center, University of Georgia.
THE LISTENER
The Hispanic radio listeners in Eastern
Washington are of mostly Mexican in origin;
many residing primarily in Spanishspeaking homes. This is a high-growth
segment which exhibits high brand loyalty
as well as product and service awareness.
These listeners spend a much higher
proportion of their income on goods and
services.
Contrary to the stereotype that most
Latinos work in low income agriculture jobs,
an increasing number of Eastern
Washington’s permanent Latino residents
are White Collar Professionals working in
Sales, Financial and Technical services.
Washington Latinos are expected to amass
$4.5 Billion in economic clout by 2014.
Proven Results!
RESPONSE-ABILITY
Bustos Media stations participate and sponsor
several events throughout the year. Family
oriented festivals like Cinco de Mayo, 16 of
September, concerts, outdoor fairs and other
civic events that draw thousands of Latinos
throughout Eastern Washington. These events
are a perfect opportunity for businesses to
create a one-to-one relationship with potential
consumers.
Among many of our marketing
opportunities are:
 Event marketing and sponsorships.
 Station promotional support (contests, sampling and
giveaways).
 On-location broadcasts and station van hits.
 Sponsorship of news, weather and traffic.
 Web page banners and links.
 Social Media outreach (and more).
Regional Office
706 Butterfield Road
Yakima, WA 98901
Phone: 509.457.1000
Fax: 509.452.0541
Proven Results!
COMPLETE COVERAGE…
Proven Results!
Covering Washington’s
Hispanic population…
Proven Results!