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KSJO Universal 92.3 to Drop Brokered Programming

R

Radiomusik

So as it seems KSJO (Universal Media Access) couldn't make enough profit with the paid radio shows and marketing strategies to maintain the station. There are reports over at Rich Lieberman Media Blog that U92.3 FM will end on May 26. Radio brokers are given a 30 day notice about the station will be disclosed.

Who might be the next bidder for KSJO? What could be the possibilities on radio formats that might work in the Bay Area?
 
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Radiomusik said:
So as it seems KSJO (Universal Media Access) couldn't make enough profit with the paid radio shows and marketing strategies to maintain the station. There are reports over at Rich Lieberman Media Blog that U92.3 FM will end on May 26. Radio brokers are given a 30 day notice about the station will be disclosed.

Who might be the next bidder for KSJO? What could be the possibilities on radio formats that might work in the Bay Area?
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Actually, the story is that due to a sale, KSJO is canceling all the profitable paid programs in order to start an LMA with the buyer of the station in advance of the FCC approval of the transfer. This is a common practice, and allows the new owner-to-be to get started immediately with its own programming.

Since KSJO is strictly a San Jose / South Bay signal, the question is what format might work in the South Bay area, not in the whole Bay Area / San Francisco MSA. Rumors include the station being purchased to enhance the coverage of any of several San Francisco FMs.
 
DavidEduardo said:


Actually, the story is that due to a sale, KSJO is canceling all the profitable paid programs in order to start an LMA with the buyer of the station in advance of the FCC approval of the transfer. This is a common practice, and allows the new owner-to-be to get started immediately with its own programming.

Since KSJO is strictly a San Jose / South Bay signal, the question is what format might work in the South Bay area, not in the whole Bay Area / San Francisco MSA. Rumors include the station being purchased to enhance the coverage of any of several San Francisco FMs.
Click to expand...

Since the South Bay has a large Hispanic population, Spanish AC could work in San Jose, due to the fact San Jose listeners target KBRG, KSOL and KRZZ (which has high radio ratings in the area) another Spanish format could be a possibility that might overcome on KSJO. Due to the switched format of Univison's KVVF from Latin Contemporary to Rhythmic contemporary format, there might be possibilities that KSJO could switch to Spanish.
 
Radiomusik said:
Since the South Bay has a large Hispanic population, Spanish AC could work in San Jose, due to the fact San Jose listeners target KBRG, KSOL and KRZZ (which has high radio ratings in the area) another Spanish format could be a possibility that might overcome on KSJO. Due to the switched format of Univison's KVVF from Latin Contemporary to Rhythmic contemporary format, there might be possibilities that KSJO could switch to Spanish.
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KBRG is a South Bay station. KRZz has a very poor SB signal. It gets very little listening in San Jose and the area.

KSOL has a separate SB signal.

Pure Spanish AC has not worked in the market for more than a decade... And KBRG is, in a sense, Mexican AC in nature. Thee area also has Radio Lazer covering Santa Clara County.
 
I always have wondered what was the Radio Ratings for KBRG Radio Romantica when it was owned by Entravision and later bought by Univision. Didn't Spanish AC worked well when Radio Romantica was in operation?
 
Radiomusik said:
I always have wondered what was the Radio Ratings for KBRG Radio Romantica when it was owned by Entravision and later bought by Univision. Didn't Spanish AC worked well when Radio Romantica was in operation?
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It only worked well when they had a Regional Mexican morning show on the AC station. It was like having Howard Stern doing mornings on KOIT. The mornings got big numbers, and the rest of the day did not. And that was when ratings used diaries... most Spanish language pure AC stations have gone away in the PPM era as the high TSL they got in diaries did not persist into the PPM world.

So far this year, KBRG is the #2 commercial station in adults 25-54 in the entire San Francisco market. It's technically a gold-based AC in mood, although format names don't cross language barriers well.
 
DavidEduardo said:


It only worked well when they had a Regional Mexican morning show on the AC station. It was like having Howard Stern doing mornings on KOIT. The mornings got big numbers, and the rest of the day did not. And that was when ratings used diaries... most Spanish language pure AC stations have gone away in the PPM era as the high TSL they got in diaries did not persist into the PPM world.

So far this year, KBRG is the #2 commercial station in adults 25-54 in the entire San Francisco market. It's technically a gold-based AC in mood, although format names don't cross language barriers well.
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Hmm, interesting thanks for the details, I stand corrected. Lets see what will happen with KSJO since I knew Brokered programming couldn't make enough profit in the South Bay, listeners wouldn't find interest or be aware of the radio shows that are on U92.3FM anyways due to the multiple languages aired or even stick with them.
 
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I was thinking that both KSJO ank KLOK could be sold and then the FM station could flip to country and then KLOK-AM should flip to Adult Standards
 
It has to be another Spanish Variety format due to the large Hispanic Audience in the area, if you look at Super Estrella (KSSE-FM) in Los Angeles that format could work well in the South Bay, targeting the young adults of the Hispanic listeners.
 
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It doesn't seem out-of-the-question to me that Cumulus is the buyer and will do Nash FM on 92.3. Yes, it's mostly a South Bay signal, but most of the country audience is south of San Francisco County and Oakland. Plus, KRTY has a mediocre signal anywhere north of San Jose, and San Francisco is still the only market in the top-10 without a significant country presence.

Radio has more changes than most other businesses. So, the whole thing could just be coincidence, but Cumulus announced it was going to launch a Nash FM in a top-10 market the same day Universal announced it was selling 92.3. Falls in the, "Things that make you go 'Hmmmm....' category." Whatever the case, about the only operators currently in the market who could add a station are Cumulus, Empire, Digity and Salem.
 
They could flip to Nash, but 95.7 The Wolf really failed in SF. That's why they have been sports for a while now! Oddly, KRTY is still going strong...
Or, a longshot, "KKSF 92.3"? A revival of a station I used to listen to online back in about 2007-09, when the wonderful Smooth Jazz station was still on 103.7. I still remember those jingles and IDs!
Take a look at ABQ's 103.7 "The Oasis" and look at how they are doing. Fanbase is big, concerts are popular, listeners online are from all over the country. (And me included sometimes). It just depends on the market, the fanbase and the buyer, but smooth jazz could make decent success even today.

-crainbebo
 
crainbebo said:
They could flip to Nash, but 95.7 The Wolf really failed in SF. That's why they have been sports for a while now! Oddly, KRTY is still going strong...
Or, a longshot, "KKSF 92.3"? A revival of a station I used to listen to online back in about 2007-09, when the wonderful Smooth Jazz station was still on 103.7. I still remember those jingles and IDs!
Take a look at ABQ's 103.7 "The Oasis" and look at how they are doing. Fanbase is big, concerts are popular, listeners online are from all over the country. (And me included sometimes). It just depends on the market, the fanbase and the buyer, but smooth jazz could make decent success even today.
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Keep in mind that KSJO is not a "San Francisco" signal. It is strictly a South Bay signal, serving Santa Clara County (San Jose embedded Nielsen metro) and the area on the peninsula and east bay just north of San Jose.

San Jose already has one country station. It could not use another.

Smooth Jazz is not going to be demographically or ethnically a good match for the South Bay, and it's age appeal would make it pretty much unsalable in a mostly transactional market.
 
Kent said:
Plus, KRTY has a mediocre signal anywhere north of San Jose, and San Francisco is still the only market in the top-10 without a significant country presence.
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KSJO is only marginally better than KRTY, getting a bit deeper into Santa Clara County but only as far north as Redwood City with a 65 dbu... so it is for all practical purposes a San Jose embedded market signal. KRTY has tradition, good numbers and good billing... and it's local. :rolleyes:
 
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Radiomusik said:
It has to be another Spanish Variety format due to the large Hispanic Audience in the area, if you look at Super Estrella (KSSE-FM) in Los Angeles that format could work well in the South Bay, targeting the young adults of the Hispanic listeners.
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KSSE barely gets a 1 share in LA in 18-49 and is the #10 Spanish language format in the market.

What is a "Spanish variety format". I have never heard of that, and I have some familiarity with Spanish language formats, much of which I learned from http://www.hispanicformats.com/index.htm.
 
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