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FOR IMMEDIATE RELEASE: May 18, 2010

BUSTOS MEDIA LANDS LATINO RESEARCH FOR YAKIMA/TRI-CITY MARKET
RESEARCH IN ADDITION TO ACCESS OF SEATTLE, PORTLAND DATA

YAKIMA, WA - Bustos Media enhanced its research portfolio by subscribing to Rojo Research’s Yakima/Tri-City Latino Media Study.

Recently, Bustos leased Rojo’s Hispanic demographics and consumer behavior for the Seattle and Portland markets.

“Once Bustos Media acquired Hispanic data in the Seattle and Portland markets, we believed strategically the Yakima/Tri-City Latino Media Study would be a good fit.” comments John Herron, CEO of Rojo Research.

“Now the organization can show advertisers seamless coverage of their unique audience for the majority of Washington State as well as the Portland-Salem metro corridor.”

The 2009 Yakima/Tri-City Latino Media Study was conducted from February 16-February 24. Rojo Research interviewed Latino adults from 355 households in Yakima, Franklin, and Benton counties for a 56-question, 22 minute study.

More than 11,000 households were contacted, with 80.3% of participants preferring to respond in Spanish.

Over 400 data-points were collected to support the advertising sales endeavors of local market Latino media. Potential future Rojo market studies include Atlanta, Boston, Denver, Las Vegas, Phoenix, Salt Lake City, and the San Diego.

Bustos Media owns 25 radio stations and four Azteca America TV affiliates in California, Oregon, Washington, Idaho, Utah, Colorado, and Wisconsin. The company has positioned itself as an independently/owned, Spanish-language network and radio group serving the fast-growing mid-tier Hispanic markets in the United States.

Current Rojo Research partners in Yakima/Tri-City market include KUNW-TV Univision, KCTS- TV (V-me), and El Sol de Yakima Newspaper.

Rojo Research specializes in local market syndicated Spanish media research as well as college and pro sports fan research. Launched in September 2006, the company has quickly risen to one of the largest providers of fan research for NCAA college athletic programs, with over 80 clients in the U.S and Canada.

For more information regarding Latino media research, please contact Evelin Hernandez, Director of Latino Media & Sports, 503-954-2770

Rojo Research - John Herron, President & CEO, 503.954.2747 | john@rojoresearch.com

 

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