Detroit, radio’s 11th-largest radio market, has been the biggest metro without a full market Spanish-language station. But that’s about to change as Pedro Zamora closes a $100,000 deal to buy WDTW (1310) from the Minority Media and Telecommunications Council.

MMTC had acquired the station, best known for its “Keener 13” branding in the 1960s, via a donation from iHeartMedia earlier this year. Nielsen says the home of Motown is 4% Hispanic. WDTW has been primarily off the air since 2012. It becomes Zamora’s fourth station — his BAR Broadcasting also owns Spanish CHR KDLS, Des Moines and currently-silent AMs WZGX, Birmingham, AL (1450) and WJHX, Florence-Muscle Shoals, AL (620). Zamora is a Detroit-based entrepreneur whose company currently promotes live events for a number of Latin artists. It also owns a stake in Detroit’s live music venue Club International.An earlier sale by MMTC in Salem, OR paved the way for that market’s first Hispanic station.

It was standing-room only. And that room was filled with advertisers. Nearly 400 of them. The Southern California Broadcasters Association and Nielsen Audio held a research event last Thursday at the iHeartRadio Theater in Burbank. The content focused on the value of radio. It’s been a story Nielsen has been helping radio spread after recent research showed radio returns $6 for every $1 an advertiser spends on radio advertising.

SCBA President Thom Callahan said, “This event was about creating a new value model for broadcast radio; one that is based on actual consumer purchases, radio’s effectiveness to influence that purchase, and the empirical data to overwhelming prove radio’s enormous return on an advertiser’s investment.”

Radio Group CEOs and COOs offered their thoughts on radio’s ROI, including Jeff Smulyan, CEO of Emmis Communications; Patrick Walsh, EVP, CFO and COO of Emmis Communications; Jose Valle, president of Univision Radio; and Miles Sexton, COO of Point Broadcasting. Nielsen Local Media EVP Managing Director Matt O’Grady said, “We are pleased that so many advertisers, agencies and broadcasters were interested in the power of radio in Southern California and its unique ability to drive sales and marketing results.” Callahan added, “Our goal was to have this singular event resonate within the advertising community and bring a new urgent value to broadcast radio. Based on all the initial feedback, we believe we achieved our goal.”

SFX Entertainment, the producer of live events and entertainment content focused on electronic music culture (EMC) and other world-class festivals, last week announced the creation of a strategic alliance with PRISA Radio, the Spanish-language radio group. The partnership will co-promote SFX event brands throughout PRISA Radio’s network of 1,250 broadcast stations, digital properties spanning 12 countries and reaching more than 28 million listeners and online users, and a sales force of more than one thousand people.

Together, PRISA Radio and SFX will develop unique media programs and sponsorship opportunities in the U.S., Spain, Portugal and Ibero-American countries, SFX event brands in the initial program include Mysteryland, Life In Color, Sensation, Awakenings and Electric Zoo.

“Joining forces with PRISA Radio creates a powerful multifaceted alliance,” says Robert Sillerman, CEO of SFX Entertainment. “The popularity of our events, and the untapped desire to attend them, combined with the promotional and sales capabilities of PRISA Radio, are precisely the kinds of expansion opportunities available to us. SFX will be able to leverage the proven appeal of many of our brands while PRISA gains unique promotional and content opportunities.”

“The joint effort of both these companies, led by Sandra Rotondo, Head of Prisa Música, will return added value to all their brands,” said Andrés Cardó, CEO of PRISA Radio.