Mayra Berenice Joins Lotus’ 980 La Mera Mera for Afternoon Drive

Why It Matters

Live, locally focused programming strengthens audience loyalty and drives higher ad revenue in the competitive Spanish‑language radio market.

Key Takeaways

• Mayra Berenice hosts afternoon drive on 980 La Mera Mera
• Lotus expands live, local talent across all dayparts
• Two seasoned Spanish sales execs join Lotus team
• Emphasis on community connection for Spanish listeners
• Strategy aims to boost ad sales and audience loyalty

Pulse Analysis

The Southern California Spanish‑language radio landscape has become increasingly competitive as advertisers chase a growing Hispanic audience. Lotus Communications, owner of 980 La Mera Mera, is betting on live, locally produced shows to differentiate itself from syndicated alternatives. By filling every major daypart with on‑air talent that can speak directly to community concerns, the company hopes to deepen listener loyalty and command higher rates for advertisers seeking authentic connections. This approach mirrors a broader industry shift toward hyper‑local content as streaming services erode traditional audience bases.

Mayra Berenice, a familiar voice from Entravision’s KLYY, will anchor the afternoon drive slot on 980 La Mera Mera. Her move represents a strategic upgrade for the station, as the afternoon period traditionally captures commuters and high‑engagement listeners. Berenice’s experience with regional Mexican formats and her ability to weave local news, music, and cultural commentary positions her to attract both loyal fans and new listeners. Early‑day ratings data suggest that a strong afternoon host can lift overall daypart performance by several rating points, directly influencing advertising inventory.

The addition of veteran sales leaders Jose Luis Rodriguez and David Solis underscores Lotus’s intent to monetize the expanded talent lineup. Both executives bring deep relationships with regional advertisers and a track record of driving revenue for Spanish‑language stations. By pairing compelling on‑air personalities with seasoned sales teams, Lotus aims to offer advertisers integrated campaigns that blend live reads, community events, and digital extensions. If successful, the model could set a new benchmark for local Spanish radio profitability in a market dominated by national networks.