Urban One Selects Its ‘Latino’ PD In D.C.

Why It Matters

The launch expands Urban One’s demographic reach into the lucrative Hispanic market, opening new advertising revenue streams and strengthening its competitive position in a diversifying media landscape.

Key Takeaways

• Urban One launches “Latino 104.1” targeting DC Hispanic listeners
• Raul López‑Bastidas named Program Director for WLNO and 87.7 FM
• Format shift replaces former “Praise 104.1” with Spanish programming
• Move expands Urban One’s demographic reach beyond Black audience
• Hispanic market growth offers new advertising revenue opportunities

Pulse Analysis

Urban One’s decision to flip Praise 104.1 to Latino 104.1 reflects a broader industry trend of targeting the fast‑growing Hispanic audience in major metros. Washington, D.C., now hosts a Spanish‑speaking population that outpaces many traditional markets, prompting broadcasters to tailor content that resonates culturally and linguistically. By pairing the new format with a simulcast on 87.7 MHz, Urban One ensures broader coverage across the National Capital Region, positioning the station to capture listeners who have been underserved by English‑dominant programming.

The appointment of Raul López‑Bastidas as Program Director adds considerable credibility to the launch. López‑Bastidas brings three decades of experience from pioneering Spanish‑language stations such as WSKQ and SBS’s WPAT‑FM, as well as senior management roles at Mega Communications and Costa Media. His deep understanding of audience preferences, music programming, and community engagement equips Latino 104.1 to quickly establish a loyal listener base and attract advertisers seeking authentic connections with Hispanic consumers.

From a business perspective, the Hispanic media market is projected to exceed $10 billion in U.S. advertising spend by 2027, driven by higher disposable income and brand‑centric buying habits. Urban One’s entry into this space not only diversifies its revenue portfolio but also challenges incumbents like iHeartMedia and Univision that dominate Spanish‑language radio. Successful execution could spur further format experiments in other markets, reinforcing Urban One’s reputation as a nimble, audience‑first broadcaster in an increasingly multicultural America.