Current's The Pub

Southern California Public Radio’s recently concluded, three-year, $6 million CPB-funded quest to court Latino audiences met with its share of criticism along the way. How KPCC did it is the subject of the “Brown Paper,” a research report from the Latino Public Radio Consortium in which A Martínez, a Latino host with a background in commercial sports broadcasting, is portrayed as playing a key role for his crossover appeal to new audiences. “Marketers and radio stations all around the country don’t know exactly what to do with this Latin-American market,” Martínez tells host Adam Ragusea. “They have no idea — like, ‘Well what do we do, do we put a lot of soccer on, and then are they going to like that?’ No, you put interesting things on. You put things [on] that are exciting, that people want to be a part of.” Martínez joins the show this week with his colleague Edgar Aguirre, whom SCPR hired at this beginning of this proce