Not that many people will notice, but I've been told by a highly-reliable source that iHeart Media's 92.3 translator will flip from ESPN Deportes to Spanish AC within a couple of days.
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Rumored Format Change at 92.3
- Thread starter RoddyFreeman
- Start date
Correct, they did as of this morning to Mia 92.3!
It sounds like Viva 2.0.
I have to wonder if iHeart is contemplating a format change at 105.3. "El Patron" has called it home since 2006 and has been hovering at +/- 2.0 PPM lately; could they do better with another format? Is "Mia" an effort to get the Hispanic format further north? Just thinking out loud....
There is no more an "Hispanic" format than there is an "American" format.
El Patrón is regional Mexican, the country music of Mexico. Mía is CHR, the music of a totally different group of people. A few may listen to both, but generally the formats are mutually exclusive. The CHR format in Atlanta may be an effort to attract Caribbean origin people, who would not likely ever listen to El Patrón due to the language differences, the music and general style of the station.
It doesn't really matter that El Patron gets only a 2.0. They have been the only Latino game in town and get on virtually every Hispanic buy. They will probably now be sold to advertisers as a combo with Mia. If El Patron needed higher ratings, they would move to 105.7, which booms into Gwinnett County, where the most Latino population and growth is. I used to think CC/iHeart was really missing the boat. But now they at least have a format that makes sense for 105.7's coverage area on that signal.
K
kf4rca
Guest
Where is 92.3 located? Not really getting a good signal into North Dekalb. 105.3 has always been weak here also.
Do you think the colonists will ever listen to American music?
Do you think the colonists will ever listen to American music?
First, the use of the term "colonists" is offensive to many of us Americans.
Then, though, the facts are very clear:
First generation immigrants of any origin will depend on their native language for most of their life unless they learned English in their birth nation as a child. This was true of the other large migrations such as the Italians and the Germans in the 19th and early 20th Century and is true of Hispanics today.
Even those who learn good functional English for the purpose of getting a job or even just going out to shop will still prefer the music and the language of birth for entertainment.
The second generation will be bilingual, and by the third generation the heritage language usage will be minimal.
Nielsen shows this in its language preference data. About half of US Hispanics are Spanish dominant, and fully the other half are English dominant or bilingual. That is pretty good proof that assimilation in the area of language is happening just as in all the past major migrations of large national groups.
Would 105.7 bill more with some kind of format targeting Hispanics or being the only commercial alternative station in the market? If CC / IHeart could trade 105.3 for 107.5 it would give them a better signal in Gwinnett County and Radio One would get a better signal in Southwest Atlanta.
New alternative launches are notorious low billers, tending to convert only about half of their ratings share into revenue share (Power Ratio). A good example is iHeart's alternative station in Philadelphia.
I think this is why there have been a handful of alternative launches on translators of late... it's a good second tier format for a large cluster, but not a major signal opportunity.
The new full signal alternative station in Miami debuted at 24th in the key demos for the format... not a good sign for the format in general.
"First, the use of the term "colonists" is offensive to many of us Americans."
David, my wife's Granny (Eastern Band Cherokee) suggests you get over it.
David, my wife's Granny (Eastern Band Cherokee) suggests you get over it.
I think you misinterpreted the OP, who was referring to Hispanics (the listeners to the new format) as "colonists". That is an inaccurate and offensive way of referring to those listeners, who are likely to be predominantly Puerto Rican. Unless, of course, he was referring to Puerto Ricans as coming from the US colony of Puerto Rico...
K
kf4rca
Guest
I was trying to be nice.
All the Puerto Ricans I've met spoke English and grew up listening to American rock music from WLS playing New Colony Six songs.
All the Puerto Ricans I've met spoke English and grew up listening to American rock music from WLS playing New Colony Six songs.
Since WLS is still in Chicago and New Colony Six is from there, I assume you are talking about that market.
The Chicago Puerto Rican community has had no significant inbound migration of Puerto Ricans since the late 60's. Atlanta, like Central Florida, is the primary destination for the "new" Puerto Rican diaspora, created by the current economic situation on the island. Over a half-million boricuas have left the Island in recent years, with a Orlando, Atlanta and Miami being the choice destinations. The current migration tends to be Spanish dominant, as English is not the language of instruction in Island public schools and is only taught as a required "second language".
Recent studies have shown that 87.5% of Puerto Ricans do not speak English "well" or "very well". The most likely migrants today will likely mirror the language skills of the island as a whole, as the current economy is ruinous for people at all levels of the economy.
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