Hispanic Radio Hits Rough Wave

"I think in terms of the mortgage and real estate industry, we were over-indexed in terms of advertising," Gordon said.

With a pair of headphones over his brushed-back black hair, his lips never far from a suspended microphone, Aragon can be found weekday mornings in his studio, pumping out a steady diet of Spanish-language news, talk, and Mexican and Central American tunes on his show "Buenos Dias Washington."

Aragon began renting his station's signal from JMK Communications of Los Angeles in 2002, changing its format from country to Mexican regional. Those days, the housing boom was just getting underway and an influx of Hispanics that would change the county's demographic mix had begun.

The station began throwing an annual Fiesta Hispana in its parking lot. It promoted Mexican and Central American bands. And when the latest immigration debate heated up, the station served as a place for information about demonstrations and meetings.

At the height of the housing boom, Aragon had as many as 15 real estate agents advertising with him, he said. He got his own Realtor's license three years ago and began advertising his services on his show -- which he still does today. Only one other real estate agent remains as an advertiser. The Fiesta Hispana has also been canceled for the second year in a row because many Hispanics in the area remain fearful of the ongoing crackdown in the county, Aragon said.

Despite the harsh environment, Aragon is optimistic. He said the station remains profitable and that he plans for it to remain a fixture in the community. He is weathering the storm by seeking out advertisers and listeners outside of his Prince William base. The station's 5,000-watt signal can reach Arlington, Fairfax, Alexandria and Fredericksburg, as well as some parts of the District and Maryland.

Soccer team D.C. United, which has advertised on Radio Fiesta for four years, finds the station to be a good vehicle for reaching fans along the I-95 corridor.

"We try and target that Latin fan base that lies down south," said Boris Flores, director of Hispanic marketing for the club. "We see [Radio Fiesta] as a good vehicle for reaching people in that part of the market."

Changes are in the works at Radio Fiesta. In January, Aragon hired his 28-year-old daughter, Melissa Gieras, as the station's business development executive. She has been drawing up revised programming plans and pitching the station to more advertisers outside of the county. She has also been laying the groundwork for a nonprofit group intended to be a resource for the county's minority-owned businesses.

Meanwhile Aragon's show remains a venue for the area's Hispanic population to discuss some of the most pressing issues of the day. One recent morning, Aragon hosted Corey A. Stewart (R-At Large), the chairman of the Prince William Board of County Supervisors and one of the county's principal protagonists in the immigration crackdown.

Stewart defended the resolution, saying illegal immigrants were still not welcome in the county. But there should be more legal immigration allowed in the United States, and the resolution was not specifically aimed at Hispanics or any other group, he said on Radio Fiesta.

"They certainly serve the Spanish-speaking community, and to that extent, it is very helpful to us when we want to reach out to the community," Stewart said of Radio Fiesta. "I know there have been some hurt feelings there."