Segunda Juventud en la radio
AARP's Original Spanish-Language Radio Program Hits the Airwaves
Source: AARP Press Center | December 15, 2004
AARP's Original Spanish-Language Radio Program Hits the Airwaves
For the second time this year, AARP has increased its efforts to reach the expanding 50+ Hispanic market by introducing Segunda Juventud en la radio. Segunda Juventud en la radio provides Spanish-language radio listeners with news, information and features, many drawn from its namesake, AARP's flagship bilingual publication, AARP Segunda Juventud. The radio show is distributed to more than 600 Spanish-language radio stations across the United States and Puerto Rico.
The five 90-second, Monday-through-Friday radio features are written and hosted by veteran broadcaster Gloria Rojas, well known in the New York market for her many years as a local and national news reporter and anchor.
"The launch of Segunda Juventud en la radio is the latest effort by AARP to utilize Hispanic radio more effectively," said AARP Segunda Juventud Editor Gabriela Zabalúa-Goddard. "Hispanic listeners traditionally use radio more than any other group as their primary source of news and information. This offers the Association a great opportunity to extend AARP's messages and provide significant brand enhancement to this growing population."
In addition, a five-minute weekend feature hosted by Zabalúa-Goddard is currently in development.
The program can be heard at radioprimetime.org.
The radio launch comes after a 50 percent increase in the magazine's rate base earlier this year. AARP Segunda Juventud is the only bilingual publication for the 50+ Hispanic audience and will expand from quarterly to bimonthly beginning with its February/March 2005 issue.
AARP Segunda Juventud is the fastest-growing bilingual publication in the nation. When it was launched in 2001, its circulation was 200,000; today that number has tripled to more than 600,000. With Hispanics expected to have the largest proportion of people over age 50 in the United States by 2010, AARP Segunda Juventud will only continue to thrive.
AARP is a nonprofit, nonpartisan membership organization dedicated to making life better for people 50 and over. We provide information and resources; engage in legislative, regulatory and legal advocacy; assist members in serving their communities; and offer a wide range of unique benefits, special products, and services for our members. These include AARP The Magazine, published bimonthly; AARP Bulletin, our monthly newspaper; AARP Segunda Juventud, our quarterly publication for Hispanic members; NRTA Live and Learn for National Retired Teachers Association members; and our Web site, www.aarp.org. We have staffed offices in all 50 states, the District of Columbia, Puerto Rico, and the U.S. Virgin Islands.
