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The Breeze Blows Out of Town

101tm said:
I guess Spanish would have been a heavy lift since it’s an entirely different language.
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Exactly, and it requires a specialized sales force to attract advertising. You can't really expect English-only sellers to make inroads with these advertisers. You need to be in the same life-group and social structure.

What iHeart is doing is putting together a formidable group of stations in this format and building a national audience based for national advertising and marketing. At some point they will be able to challenge the Spanish specialty media companies in this marketplace.
 
atthestars said:
I think what Lance meant (and wrote in a follow-up article) about targeting Beasley was trying to get someone like Audacy to flip low-rated WTDY or Urban One to flip low rated WRNB to something that would either attack a Beasley station, or pull a competitor from one of iHeart's stations.
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That sounds like a very indirect way of attacking Beasley, if you are iHM. He originally thought 106.1 was going Country (and so did I).

I think Beasley's strength and great brands might be why iHM has decided against launching a competing station.
 
MarkW said:
I think Beasley's strength and great brands might be why iHM has decided against launching a competing station.
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Coupled with iHeart's growing success with this format in other markets. The format captains who can point to success have more luck expanding their territory than those who can't. Everybody's looking for a winner.
 
Well one thing is for sure.
Its different at least.
Interesting to me that they are for the second time trying the same format just years later.
Let's see what happens 3 years from now.

I also caught the flip at noon too.
 
This, like WSNI was far apart.
WSNI was Sept 2001,
I remember talking on this very board about it.
So, star started in what . 1989?
And like this, Wasn't the Sunny 104.5 in the end the same as 2001 Sunny, just like this rumba is the same format as 2006 was on 104.5?
 
JH_Radio said:
This, like WSNI was far apart.
WSNI was Sept 2001,
I remember talking on this very board about it.
So, star started in what . 1989?
And like this, Wasn't the Sunny 104.5 in the end the same as 2001 Sunny, just like this rumba is the same format as 2006 was on 104.5?
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I'm sure @DavidEduardo can clarify much better than I can, but no, the format of Rumba 106.1 is not the same format as was on Rumba 104.5 and Rumba 1480
 
TheBigA said:
Exactly, and it requires a specialized sales force to attract advertising. You can't really expect English-only sellers to make inroads with these advertisers. You need to be in the same life-group and social structure.

What iHeart is doing is putting together a formidable group of stations in this format and building a national audience based for national advertising and marketing. At some point they will be able to challenge the Spanish specialty media companies in this marketplace.
Click to expand...
And I’m wondering if even if the station doesn’t get great numbers or bill that well, if iHeart will stick with these as they’re part of an overall nationwide initiative, similar but different from BIN where it’s not really about just ratings/performance.

The Rumba station in Boston looks to be doing pretty well for its signal. The Spanish station in Atlanta seems to be a different story, but iHeart seems to be sticking to it so either it’s worth it for their initiative or it’s billing well.
 
101tm said:
And I’m wondering if even if the station doesn’t get great numbers or bill that well, if iHeart will stick with these as they’re part of an overall nationwide initiative, similar but different from BIN where it’s not really about just ratings/performance.
Click to expand...

That's why I was distracted by the possibility of the country format. iHeart would gain enough for the national platform even if the format did poorly locally.
 
Interestingly, I can think of several large market cases where former smooth jazz outlets have struggled to find success, even a decade and a half after dropping the format. 95.5 in Chicago, 98.7 in Detroit, 93.9 in Miami. and 106.1 in Philadelphia all come to mind.

Is there any reasoning behind this, or just coincidence?
 
It’s 2006 all over again. Even the same name of the station that’s replacing the soft AC. I wonder if Rumba 106.1 will fail just like Rumba 104.5 did.
 
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