Cox prepping for a Spanish attempt in Orlando?

[davideduardo]

A 250 watt matchstick versus a full Class C Blowtorch doesn't sound like a good idea to me.

Unless they just want to frag a major competitor a bit, like iHeart is doing with its association with Spanish language translators in Houston and Chicago.

 

[OrlandoGM]

"Éxito" means "success" and can be applied to a career, a song or a hunting expedition. It was used more broadly in radio and music in the 60's and 70's in Latin America, with quite a few stations having "Exitos" as a station name.

The word was applied to music back then because Spanish has no universal term for "hit". Remember what sport the term "hit" comes from; it's a rather uniquely American term.

Today the term is passé. It has not been much used for the last three decades, particularly in current music oriented stations.

The term "éxito" has never been widely used in Puerto Rico, where most Orlando Spanish speakers are from.

San Juan never had a "Radio Éxitos"; in fact the term was researched and rejected back in 1975 when it was still used elsewhere in Latin America. San Juan did, back in the early 70's, have a "Radio Hit", WJIT-1140 and stations had "hit parade" music charts to give away at stores.

A hit in Puerto Rico is a "hit". Go figure. Or, using a more colloquial term, a "palo".

I agree with you 100% David. I need to find out who the consultant to Cox was on this one so i can make sure to steer clear of them, LOL!!!

 

[OrlandoGM]

Unless they just want to frag a major competitor a bit, like iHeart is doing with its association with Spanish language translators in Houston and Chicago.

I thought about that too, but the 60dBu of this translator is in a high African American sector of the market. Great idea, lousy execution.

 

[davideduardo]

I thought about that too, but the 60dBu of this translator is in a high African American sector of the market. Great idea, lousy execution.

Interestingly, the press release says, "“It’s time for CMG to enter the Hispanic arena!” said DeMann, Operations Director for WPYO/WWKA/107.3 Solo Éxitos. “107.3 Solo Éxitos will be reaching an audience of Hispanic music fans that no Orlando radio station was serving until now. It will super-serve the Hispanic music fan by focusing on acts like Marc Anthony, Juan Luis Guerra, Romeo Santos, Enrique Iglesias, and Prince Royce."

However, for a station targeting Puerto Ricans, only one artist on the list is Puerto Rican in heritage.

And all those artists are played on WRUM if they have hits.

Also notable is that with three persons named or "quoted" in the press release, none is Hispanic.

 

[OrlandoGM]

Interestingly, the press release says, "“It’s time for CMG to enter the Hispanic arena!” said DeMann, Operations Director for WPYO/WWKA/107.3 Solo Éxitos. “107.3 Solo Éxitos will be reaching an audience of Hispanic music fans that no Orlando radio station was serving until now. It will super-serve the Hispanic music fan by focusing on acts like Marc Anthony, Juan Luis Guerra, Romeo Santos, Enrique Iglesias, and Prince Royce."

However, for a station targeting Puerto Ricans, only one artist on the list is Puerto Rican in heritage.

And all those artists are played on WRUM if they have hits.

Also notable is that with three persons named or "quoted" in the press release, none is Hispanic.

 

[Obtuse]

Looks like X107.3 is stunting. Get ready for Spanish CHR 107.3 Solo Exitos:
https://radioinsight.com/blog/headlines/105098/x107-3-orlando-stunting/

The stations app has been changed as well. The few times I sampled the signal in the Orlando area it was getting stepped on by co-channel WXGL Tampa.

Oops...make that "Spanish Hot AC". I don't see it doing much more (ratings wise) than X107.3, which had the benefit of having an un-served, (but different) audience, and it certainly won't put a much of a dent in WRUM's numbers.

It is a way for Cox to dip it's toes in the Spanish-formatted pool, though...and the wider demo (25-54 Spanish speaking) is probably an easier sell than X107.3's 18-34s.

That signal is a challenge, for sure..down toward Kissimmee it was pretty much unlistenable in a vehicle, swapping back and forth with Tampa's "Eagle" on the same frequency.

 

[DJ Mo]

However, for a station targeting Puerto Ricans, only one artist on the list is Puerto Rican in heritage.

Nowhere on their press release did they say they are targeting "Puerto Ricans".
It says "Hispanic adults 25-54".

There are Hispanic employees inside the Cox Radio building (whose names weren't in the press release) that I think are somewhat involved in this flip.

Although I liked listening to X107.3, I could see why they made the flip.
I think they probably want a part of the big Rumba pie as far as ratings & revenue is concerned, & X107.3 wasn't bringing in much of either.
Rumba is currently #1 in Nielsen's publicly released 6+ ratings.

Personally, I'm still waiting on a Rhythmic Hot AC radio station in Orlando.

 

[davideduardo]

Nowhere on their press release did they say they are targeting "Puerto Ricans".
It says "Hispanic adults 25-54".

If you want any listening of significance in Orlando, there is no other Hispanic group you would want to target.

There are Hispanic employees inside the Cox Radio building (whose names weren't in the press release) that I think are somewhat involved in this flip.

And their successes in Spanish language radio?

 

[davideduardo]

Oops...make that "Spanish Hot AC".

There really is no distinction between Spanish language CHR and Hot AC.

 

[OrlandoGM]

Nowhere on their press release did they say they are targeting "Puerto Ricans".
It says "Hispanic adults 25-54".

There are Hispanic employees inside the Cox Radio building (whose names weren't in the press release) that I think are somewhat involved in this flip.

Although I liked listening to X107.3, I could see why they made the flip.
I think they probably want a part of the big Rumba pie as far as ratings & revenue is concerned, & X107.3 wasn't bringing in much of either.
Rumba is currently #1 in Nielsen's publicly released 6+ ratings.

Personally, I'm still waiting on a Rhythmic Hot AC radio station in Orlando.

The Orlando Hispanic Market is made up of about 65% Puerto Rican, 20% Mexican, and 15% Other.

If you don't program for the Puerto Rican population, you are dead in the water.

X107.3 had the same issue that this current format will have, the signal doesn't cover the target demographic well. It is a Pine Hills/West Side Translator. An Urban AC, Rhythmic CHR, Classic Hip Hip or Urban format will do well, but Cox will not do that as it will cannibalize WCFB or WPYO.

 

[FrankF]

I like how on X-107.3's Facebook page they are directing people to listen to 97X out of Tampa. Good luck with that. Anybody know exactly what's in the water at that John Young Pky cox complex they're drinking?

 

[Obtuse]

I like how on X-107.3's Facebook page they are directing people to listen to 97X out of Tampa. Good luck with that. Anybody know exactly what's in the water at that John Young Pky cox complex they're drinking?

Of course, they're referring to the 97x online stream (no way that signal is reaching Orlando....and why not Cox's 98,800 watt WXXJ X102.9 Jacksonville? At least you'd have a slight chance at DX...)

Of course if you can stream, there are plenty of other options.....

 

[DJ Mo]

Anybody know exactly what's in the water at that John Young Pky cox complex they're drinking?

Agua.