El Jefe. As the Latino population soars, Alberto Monserrate builds a media empire in Minneapolis/St. Paul, Minnesota

“In the week leading up to the immigration march to the state Capitol on April 9, employees at La Invasora (1400 AM), a Spanish-language radio station, had long discussions on how to treat the upcoming event. Some thought the south Minneapolis station should treat the event as news when merited, while others argued for an advocacy role, with the station actively urging listeners to attend. They talked about devoting some free advertising to the march.

The galvanizing moment, though, came when La Invasora’s morning show, El Vaquero Kachuviwuau (meaning something along the lines of “the coolest cowboy”), turned the airwaves over to the listeners. The station was flooded with phone calls, and soon the morning zoo was having serious conversations about the immigration issue. It was a defining moment for a station that has only been on the air since December, and one that likely spurred word-of-mouth turnout: The assembly at the Capitol, by some estimates, rivaled the numbers at a gathering held there just after the September 11 attacks.”

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