Self-employment
Tune in to small biz successSuccessful entrepreneurs give customers what they want. That means listening carefully to customer input and quickly making necessary changes to your product or service. "People tell me all the time what they think of my radio show, and their feedback helps me to improve my product," entrepreneur Fernando Sorokin says. ROGER PIERCE |
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 [ 2006-01-18 ] |
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Entrepreneur Fernando Sorokin hosts a Spanish-language radio show on CIRV 88.9 FM.
Sorokin hosts a Spanish-language radio show called "La Noche Mas Esperada," which in English means "The Most Awaited Night." His popular show offers current events, sports, entertainment and hot issues of interest to the adult Latin-Canadian population in Toronto; it airs every Sunday night from 10 p.m. to midnight on radio station CIRV 88.9FM.
Sorokin became an entrepreneur because of his passion for radio. "Here in Toronto, there are limited media opportunities for the educated Spanish-speaking population so it became my goal to serve that growing community," he explains.
"La Noche Mas Esperada" went on the air in October of 2005. Prior to that, Sorokin hosted a number of Spanish-language shows on CHSL 1610 AM in Toronto and a weekly talk show called "Cafe Para Dos" on a radio station in Fairfax, Va.
As an entrepreneur and on-air personality, he's responsible for pleasing his listeners and his advertising clients. "I do my best to give my audience what they want to hear, as well as try to really understand what my advertisers want out of my program."
He says his program appeals to sponsors seeking to tap into Toronto's growing Spanish-speaking population.
Sorokin says he "eats, sleeps and thinks radio" and recommends other entrepreneurs should be as passionate. "You've got to wake up every morning excited about your small business and anxious to get working at it," he says. "If there is nothing else in the world that you'd rather do, then you're in the right business."
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