Media taps into Latino market - NUMBERS GROWING: Spanish-language radio, TV and newspapers expanding with population to capture a slice of lucrative demographic

“Country music might have ruled the Wine Country airwaves at one time, but Sonoma County media companies are changing their tune and targeting the region’s growing Latino audience.

Earlier this month, the county’s oldest country music station — Q105 — disappeared, sold to a Southern California company that has started two new Mexican music stations in Santa Rosa.

“The population of Mexicans here is tremendous, and growing. It’s a ripe market,” said Jerry Juskiw, vice president of Lazer Broadcasting in Oxnard, which bought the country station along with a hip-hop station.”

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