Salem Media Launches Salem Si, Hires David Cruz as VP

RADIO ONLINE | Wednesday, December 9, 2020

David Cruz

Salem Media Group appoints David Cruz as Vice President of Salem Si, a new digital streaming platform scheduled to launch January, 2021 and is focused on the nation's Latino market. Most recently, Cruz worked with iHeartRadio based in Burbank, CA as air talent in Los Angeles and Director of Corporate and Community Partnerships in emerging markets. His background also includes working as a crisis media and government relations consultant to legacy Latino organizations and Fortune 500 clients.

"We are very excited that David and Salem have entered into this collaboration that promises to reach and serve the youngest and fastest growing audience demographic in the United States," said President of Broadcast Media David Santrella. "The challenges presented by COVID-19 have only accelerated the shift in listening patterns by Latinos who are seeking timely, relevant and accurate information live and on-demand. David's extensive background as one of the country's established and well-known Latino broadcast network journalists, makes him the ideal person to lead this new digital initiative with Salem Media Group."

"Salem Si is an opportunity for Salem Media Group to serve a Latino audience that is highly mobile, wants to access digital content on all devices and more than likely, lives in multi-generational, bilingual households," added Cruz. "America's 60-million Latinos don't care what language knowledge comes in as long as they can access and understand it. Plus, they want content that is useful so they can make their lives better on their own. Si means yes in Spanish. Salem Si is about empowering Latinos to keep moving forward, and continue striving for themselves and their children, to achieve that American dream, the same thing everyone else wants."

Cruz began his career with Spanish International Network (SIN), the predecessor to Univision, before working in various news assignments with ABC, CBS and NBC television network stations, as well as becoming anchor of the nation's first syndicated, bilingual news/talk program for CNN Spanish Radio and Radio Centro in Latin America.