By Sandra Iruegas

"What sets us aside from other stations is that we are a family-owned business that is community oriented," said Belinda Guerra, vice president of operations for Guerra Communications, a broadcasting company established in 1989.
In addition to operating Tejano station Z-93 and New Mix 98.1 in Laredo and KDSI in Corpus Christi, Guerra Communications owns the Casa Blanca Ballroom, a live entertainment venue for well-established as well as breakthrough Tejano performers.
The company sponsors many community benefit activities, including assistance to families in crisis, and the 9th annual Toys for Tejanitos drive, a major effort to provide Christmas toys to Laredo’s less fortunate children. Guerra Communications partners with UISD, LISD, the Young Lawyers Association, and Judge Danny Valdez, and also sponsors an annual dinner and dance for the elderly of Laredo at the Casa Blanca Ballroom.
Guerra Communications is excited about an infusion of new talent in the form of operations program director Robert Regino of Alice, said Guerra. Regino, a communications graduate of the University of Texas at Austin, came to radio by default.
"I was more interested in the television production field," he said. "A friend in radio needed a fill-in, and I helped him out, loved it, and I have been doing it since then." That was 10 years ago. Regino has since worked in Corpus Christi and New Mexico.
Regino deals with the overall operations of the station. "I feel I have freshened up the station’s sound," he said.
"He has made changes in the music," said Gerome Fletcher (Buckwild) of New Mix 98.1. "He has been providing more variety for the audience. Before Robert a lot of the music was played over and over. He has added more to the play list."
New Mix 98.1 is the number one station in the market, which Guerra said is attributable to the talents of Regino, who is the youngest operations program director in the state of Texas.
Regino has incorporated a more mainstream sound to the station and new disc jockeys as well, which has resulted in an expanded listening audience.
Z-93 and New Mix 98.1 are also offering more giveaways than previously, including cash, CDs, and concert tickets.
With constant changes in the radio and entertainment industry, Guerra Communications strives to continue to keep their stations responsive, said Guerra. "We want to play what Laredoans want to hear," she said. "Guerra Communications is about Laredo, for Laredo."