Latino radio stations connect immigrant communities

  • Axel Contreras, left, works the controls while Lulu Hartman and Ted Hess provide bilingual immigration advice during the weekly Punto Legal radio show.

    Andrew Cullen
  • In the kitchen of Taqueria el Nopal, a popular Mexican restaurant in Glenwood Springs, Colorado, the soundtrack is almost always La Nueva Mix, the local Spanish-language radio station.

    Andrew Cullen
 

"Si, buenas tardes?" Miriam Ceja chirped into the microphone at La Nueva Mix's studio in Glenwood Springs, Colo. It was 5 p.m., "prime drive time," on a Wednesday evening in late March. La Nueva Mix is primarily a music station, playing Norteño ballads and other Latin American tunes. But since its debut six years ago, program director Axel Contreras has also introduced talk shows on health, real estate and dealing with police encounters. By far the most popular, though, is Punto Legal, a weekly immigration law call-in. Ceja, an assistant at the law firm Hess and Schubert, is one of the show's translators. Her boss, immigration attorney Ted Hess, who says he doesn't speak "a lick of Spanish," scribbled notes as she spoke.

"I've been working without a Social Security card," said the anonymous caller, who sounded like a young man. "Will I still be able to take advantage of immigration reform?"

"As long as you haven't committed a major felony, you should still be able to benefit from any reforms," Hess replied. There was a pause.

"So, uh, can I go back to working with my fake documents?"

"I can't legally advise you to do that," said Hess, covering his microphone as he and Ceja stifled laughter.

The next 50 minutes were typical: For every call answered, two more blinking lights materialized on the switchboard. A woman whose sister was ripped off by someone she paid to "fix" her immigration papers wondered whether she could report the crime and qualify for a so-called "U Visa," granting immunity from deportation. A man waiting on a green card  learned about the federal government's 20-year application backlog. Hess reassured a woman who'd been caught driving without a license and was afraid to show  up for her court date, believing that Immigration and Customs Enforcement (ICE) would deport her. The demand for free legal advice seemed endless.

Latino stations are nearly as old as radio itself. In the U.S., their success was initially built on immigrants' nostalgia for the music of home, says Angie Balderas, vice president of sales for the Hispanic media company Adelante Media Group. Increasingly, though, Latino stations have come to resemble public service organizations. Radio is cheap, accessible and omnipresent in the native countries of many immigrants. "It's the first line of information for many immigrants," says Balderas. Shows like Punto Legal abound and have real value for non-English speakers struggling to navigate the Byzantine complexity of the U.S. immigration system. Programs about health, finance and real estate are also popular, says Luis Manuel Botello at the Washington, D.C.-based International Center for Journalists. "A lot of these immigrants don't have health insurance, so the media becomes their source for information about health issues (instead of doctors). And personal finance is relatively new for many immigrants, because in their countries the economies are not really based on credit."

Conteras, a Guatemalan who came to the U.S. illegally 20 years ago and is now a legal resident, hopes that the news and information he airs help immigrants integrate into American society. "Our station is just a bridge for the Latino community," he says. Its approach has attracted a broad listenership: According to streaming data from La Nueva Mix's parent company, the station routinely out-performs the company's English language holdings. In April, for instance, La Nueva Mix's website had more than 28,000 hits, while KSPN, a popular local rock station, had just over 3,000.

Frequently, there's a political tone to Latino stations' programming. Ramon Ramirez, a board member of western Oregon's KPCN, is also the president of the Northwest Tree Planters and Farm Workers United labor union. KPCN serves the migrant farmworkers who harvest Oregon's cherries, strawberries and blueberries, and Ramirez says the station is sometimes used to orchestrate protests and strikes. "There was a grower here that banned their employees from listening to the station while they were working, because we used it as an organizing tool," he says. In times of crisis, Contreras converts La Nueva Mix into a sort of emergency warning system.  In 2011, for instance, during the "Strawberry Days" carnival down the street from the station, federal immigration agents conducted a raid, disrupting the festivities and arresting several suspected undocumented immigrants. Immediately, Contreras took to the airwaves and urged people to avoid the carnival. "I've never seen it as empty as it was that day," he recalls.

Officially, La Nueva Mix remains a commercial radio station. Advertisers include McDonalds, tax accountants, car dealers, fortune-tellers and money transfer services. In practice, though, Contreras cultivates a community radio sensibility, even when selling ads, often turning down offers from companies that might prey on vulnerable listeners -- by claiming to fix immigration papers, for instance, or promising fake Caribbean vacations in exchange for "service fees" and personal information. "A lot of people couldn't afford to lose that money," Contreras explains.

For advertisers he approves, access to the station's audience can pay handsomely. Ted Hess says he gets the vast majority of his business through Punto Legal. In fact, the show is so successful that he recently replicated it on the Greeley, Colo.-based station Tigre FM. He also opened a new law office in Greeley, noting that many Latinos are moving to the area to work for northern Colorado's ubiquitous gas companies, slaughterhouses and farms. "You'll see this trend in any emerging market," says Balderas, of Adelante Media Group. "I wouldn't be surprised if you soon saw part-time Spanish radio stations in North Dakota because of the oil boom there."

Reached by phone at the new Greeley office in late April, Hess said he'd just closed his first show on Tigre FM with his signature tagline: "Don't fight with your spouse, don't let ICE into your house, and DON'T go back to Mexico."

High Country News Classifieds
  • GRAND CANYON DIRECTOR
    The Grand Canyon director, with the Grand Canyon manager, conservation director, and other staff, envisions, prioritizes, and implements strategies for the Grand Canyon Trust's work...
  • ADMINISTRATIVE ASSISTANT
    Great Old Broads for Wilderness seeks a part-time Administrative Assistant to support the organization's general operations. This includes phone and email communications, office correspondence and...
  • HISTORIC LODGE AND RESTAURANT - FULLY EQUIPPED
    Built in 1901, The Crazy Mountain Inn has 11 guest rooms in a town-center building on 7 city lots (.58 acres). The inn and restaurant...
  • ONE WILL: THREE WIVES
    by Edith Tarbescu. "One Will: Three Wives" is packed with a large array of interesting suspects, all of whom could be a murderer ... a...
  • PROGRAM DIRECTOR, SALAZAR CENTER FOR NORTH AMERICAN CONSERVATION
    The Program Director will oversee the programmatic initiatives of The Salazar Center, working closely with the Center's Director and staff to engage the world's leading...
  • WILDEARTH GUARDIANS - WILD PLACES PROGRAM DIRECTOR
    Salary Range: $70,000-$80,000. Location: Denver, CO, Portland, OR, Seattle, WA, Missoula, MT or potentially elsewhere for the right person. Application Review: on a rolling basis....
  • RIVER EDUCATOR/GUIDE + TRIP LEADER
    Position Description: Full-time seasonal positions (mid-March through October) Organizational Background: Colorado Canyons Association (CCA) is a 10 year old nonprofit organization fostering community stewardship of...
  • BOOKKEEPER/ADMINISTRATIVE ASSISTANT
    Position Description: Part-time, year-round bookkeeping and administration position (12 - 16 hours/week) $16 - $18/hour DOE Organizational Background: Colorado Canyons Association (CCA) is a 10...
  • LAND STEWARD
    San Isabel Land Protection Trust seeks a full-time Land Steward to manage and oversee its conservation easement monitoring and stewardship program for 42,437 acres in...
  • EXECUTIVE DIRECTOR
    Ventana Wilderness Alliance is seeking an experienced forward-facing public land conservation leader to serve as its Executive Director. The mission of the Ventana Wilderness Alliance...
  • COMMUNICATIONS AND DEVELOPMENT DIRECTOR
    The Quivira Coalition (www.quiviracoaltion.org) is a Santa Fe-based nonprofit that builds resilience on arid working lands. We foster ecological, economic, and social health through education,...
  • GRANT WRITER
    "We all love this place we call Montana. We believe that land and water and air are not ours to despoil, but ours to steward...
  • DEVELOPMENT DIRECTOR
    The Development Director is responsible for organizing and launching a coherent set of development activities to build support for the Natural History Institute's programs and...
  • WILDLIFE PROJECT COORDINATOR
    Founded in 1936, the National Wildlife Federation (NWF or Federation) is America's largest and most trusted grassroots conservation organization with 53 state/territorial affiliates and more...
  • EXECUTIVE DIRECTOR
    The Cinnabar Foundation helps protect and conserve water, wildlife and wild lands in Montana and the Greater Yellowstone Ecosystem by supporting organizations and people who...
  • TRUSTEE AND PHILANTHROPY RELATIONS MANGER,
    Come experience Work You Can Believe In! The Nature Conservancy in Alaska is seeking a Trustee and Philanthropy Relations Manager. This position is critical to...
  • EXECUTIVE DIRECTOR AT FRIENDS OF CEDAR MESA
    -The Land, History, and People of the Bears Ears Region- The Bears Ears and Cedar Mesa region is one of the most beautiful, complex, diverse,...
  • CONSERVATION SPECIALIST
    Position will remain open until January 31, 2021 Join Our Team! The New Mexico Land Conservancy (NMLC) is a non-profit land trust organization dedicated to...
  • OLIVERBRANCH CONSULTING
    Non-Profit Management Professional specializing in Transitional Leadership, Strategic Collaborations, Communications and Grant Management/Writing.
  • GREAT VIEWS, SMALL FOOTPRINT
    Close to town but with a secluded feel, this eco-friendly home includes solar panels, a graywater reuse system, tankless hot water, solar tubes, and rainwater...