2023 Latino public media predictions
Public broadcasting is always at its most active when there are big news stories happening, elections, or races to prepare for. Without some of those in 2023, public media has a rare year for Latino content and engagement. Many organizations may find themselves with resources to allocate and fewer demands placed on them by the public and their funders.
What can 2023 be for public media? And where are we at now?
It's no secret that the Latinx community is one of the most vibrant and rapidly growing markets in the United States. And as more organizations start to recognize the importance of this demographic, we're seeing a shift in the types of content being produced.
Latina/o/e/x content consumption has grown and will continue to increase in the next few years. Fresh interest presents opportunities for public media to engage with these audiences through relevant, culturally appropriate content. We’ve seen a shift in how Latinos are consuming media over the past decade, and this trend is very likely to persist in 2023.
This OIGO, let’s explore what else is possibly in store. ⬇️
Public media is already witnessing more attention paid to stories being told from a Latina/o/e/x perspective, whether it's through traditional media outlets or digital platforms. This is an important development, as it will help to give voice to a community that is often underrepresented, though less so than previous years. This also means more content that is specifically tailored for the Latine audience. Such could include everything from news and information programming to culture and lifestyle content. And as Hispanic consumers become more mainstream than ever before, public media should anticipate that this need will only continue to grow.
What’s more, the Latina/o/e/x content and engagement space is an ever-evolving vertical that continues to grow in size and influence. As Latinos have become a critical and lucrative target demographic, understanding current tastes and what’s likely to come in the future are essential for any public media organization wanting to stay competitive. With that in mind, let’s make a few predictions for the public media industry for the new year.
These are my predictions for Latinx content in 2023 – from what type of media we can expect to see more of, to which topics will dominate conversations among Latino communities. Here's what you need to know about what’s on the horizon for Latine engagement and content.
Cross-station Spanish-language collaboration. Public media organizations everywhere are experimenting with Spanish-language content. It is mostly digital – podcasts, WhatsApp, social media, etc. – and offers a hopeful glimpse at what we can do as an industry. From powerhouse public media like GBH to community licensees like KZUM, such endeavors show there is no shortage of ingenuity. Our industry should take advantage of these trends by creating meaningful Latino content that resonates with their target audiences. Doing so can help us build relationships and strengthen brand loyalty among Hispanics. What has yet to develop is a means for stations to work together on content. We need more than stations banding together and agreeing to alliances that ultimately aren’t sustainable. We need resources and established players. 2023 could be our year.
More public/nonprofit/private media partnerships. The decision to partner with another media organization can be a risky one for both parties, as it often results in some form of compromise or sacrifice. While partnering with a particular outlet may come with some benefits and make your public media outlet more visible to your target audience, the deal is not without its pitfalls. The NPR/Futuro Media success with The Last Cup is not the first, but may be the most prominent, example of legacy public media partnering with an independent nonprofit to create something so buzzworthy. A handful of stations have ventured into such alliances the last few years, mostly on the news translations and co-creation front. WBUR, Aspen Public Radio and WPLN are but a few of those names. However, I expect 2023 will embolden more public media organizations to do it too.
Less proprietary, more open. The public media industry model is primarily one of membership-based paywalls; data beyond the topline being held close; and learnings applied to the benefit of one organization, then shared out to promote the funding organization’s successes. The Internet has made information much more accessible, and there is also a mainstream expectation in a more radical transparency. Moreover, culture is shifting one to less about memberships and more about communities. OpenNews, Local Independent Online News (LION Publishers) and the Institute for Nonprofit News are among the vanguard of industry organizations stepping out of the mold traditionally followed in public media. One should expect more public media organizations to move in a similar direction.
A Latine music service for public media. Public radio and television stations are currently trying to find ways to improve their relationship with Latine audiences, who consume music digitally more than any other ethnic group. Public radio stations need to adapt to the digital age and produce more content in order to appeal to Latinx audiences in the future. Music is a fundamental aspect of Latin American culture, and Latina/o/e/x audiences are increasingly consuming it digitally—yet public radio stations have not been keeping up with the times. Music content can be a great way for these stations to maintain relevance in the digital age, so they must start producing more music content soon in order to appeal to Latino audiences in 2023.
This could be a quieter year for public media without midterm or major elections. But it is not a time to get complacent.
Organizations have piloted successful projects that have proven that the future of public broadcasting lies in innovation and inclusion of diverse perspectives. Now is the opportunity to focus efforts on increasing the Latine audience with breakthroughs in content and outreach strategies.
Latinos are one of the most influential groups in the U.S., and our presence is only growing. In 2023, But how exactly will this affect content creation? What type of trend do you expect to see when it comes to Latino content? What language preferences and formats that will dominate the scene? I’d love to hear from you. 🟢
Cafecito: stories to discuss ☕
Martin Alfaro offered some intriguing insights into Latinx audiences in a recent interview. “[T]he average Latino consumer most likely is English dominant and consumes media in English first.“
Here is a roundup of 2022’s most impactful reporting from Latin America.
A new effort is underway to redefine metrics from CPM and impressions to (yet TBD) models for Black and Brown media.
Current’s survey on why people leave public media identifies pay is a persistent issue.
Even as Catholics are becoming more liberal, the Church is bringing on more hardline priests. The Wall Street Journal covers the subject.
El radar: try this 📡
Explore Hispanic heritage sites near you. The Hispanic Access Foundation has released a list of national sites that it would like the Biden administration to consider as landmarks. What do Latinx conservation advocates think?
Scrutinize local (and your) equity efforts. WBFO opened the doors on the discussions, strategy and outcomes from the launch of its Buffalo, What’s Next? podcast. Attention is squarely on how to tell stories from historically marginalized communities in non-extractive ways. Current presents the station’s compelling story.
Are there Latine GOP conflicts in your state? The Sacramento Bee highlighted a clash we’re sure to see more around the nation. Hispanic Republican lawmakers are barred from the state’s Latino Caucus. That’s because it has been solely for Democrats. The Caucus is unlikely to revise its composition, which may prompt rival groups in the future. Is this showdown happening in your region?
Investigate construction deaths. WFAE reported on the deaths of three Hispanic men on a construction site. It may spark your newsroom to look into safety at local construction projects. What are state regulations? Is information available in Spanish?
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