La Movida “moving up” thanks to Montotos. All Spanish radio station serves growing population in Madison, Wisconsin

“And keep in mind, this was only seven years ago, say the Montotos, who now manage La Movida (”The Move”) WLMV/AM 1480, the only all-Spanish, 24-hour radio station in Madison, and somehow also find time to publish a newspaper, Voz Latina, every other week. Not surprisingly, they were named one of Madison’s outstanding Latino businesses of 2005 by the local Latino Chamber of Commerce.

How did they rise so fast in such a short period?

Well, they did have a plan - sort of, Luis says with a grin. But mostly it was just old-fashioned perseverance, the Montotos explained over lunch last week at a west side Madison eatery.”

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