Latina to Latina Podcast Reaches 100,000 Downloads, Unveils New Logo, and Introduces Swag

Washington DC, USA—Latina to Latina, an interview podcast hosted by Alicia Menendez (pictured above) and executive produced by Juleyka Lantigua-Williams, this week reached 100,000 lifetime downloads. To mark the occasion, they unveiled a graphic new logo that features two deconstructed figures in conversation.

“We are beyond excited to reach this milestone,” Menendez says. “Less than a year ago, when we first launched Latina to Latina, we produced what the two of us wanted and needed: a space for Latinas to talk about their lives and professional journeys.”

A beta season of Latina to Latina was conceived and launched in Spring 2018 with Bustle. Menendez and Lantigua-Williams took full ownership of the podcast that summer and defined its focus and audience. “Latina to Latina is bringing a new audience to podcasting. Latinas now love podcasting because they love our show,” Lantigua-Williams says.

The team, which includes sound designer Maria Murriel, has also been intentional in creating listener intelligence for its audience, which has a listen-through rate of 82%. Through surveys, social media, and emails, they seek out input and guidance from listeners, sometimes even inviting guests based on their suggestions.

“What we’ve learned from our listeners is that they wanted and needed this more than we even imagined. Yes, they are looking for inspiration, but we routinely hear that the sense of belonging and community is what keeps them listening week after week,” Menendez says. That loyalty has manifested in significant growth for the podcast since its full launch last September, and especially so in the first quarter of 2019. Between February and March downloads increased by 66%. And total monthly downloads doubled between February and April.

“As CNN declared recently, ‘the future of the American economy is Hispanic and female.’ Our show is simply opening a path for these powerful economic engines to discover podcasting,” Lantigua-Williams says. Nielsen’s data shows that Latinas “are more likely to own smartphones, engage with brands more on social media and broadcast their purchases to friends.” The team wants to expand the sense of community the show provides with a line of custom items that include an oversized mug, a canvas bag, and stylish set of stickers. And, for the first time, it will give listeners the chance to financially support the podcast with a monthly donation on Patreon.

“We have been so moved by how strongly the show has been embraced by Latinas and their friends. But we also recognize the tremendous opportunity in creating podcasts--and their natural extensions--for an audience that is complex, rapidly evolving, and multi-hyphenated. And it’s a challenge we love,” Lantigua-Williams says.