Sounds like the new station on 99.9 is forcing Rumba to make some changes . Glad Boston has some competition and more Spanish language options
This is the problem with rimshot stations making a name for themselves in Boston
If a station on the perimeters of the market start to show any level of sucess, the Boston stations will watch it from afar, and if it continues to to survive/thrive....a Boston station will steal the format with more resources, a better signal, more research & marketing, better talent.
They will say....."station X 'tested the format' for us for the last year."
This happened with Oldies on 93.7.....and then CBS decided to put all the effort and resources behing Oldies 103.3...buh-bye 93.7.
92.9 was the first disco station in Boston. 107.9 watched them...and thought "we can do this better with much more resources".....92.9 morphs to lite AC (or was it Country?)
I'm not sure what the business plan for Latina 99.9...a translator with a strange signal, while it's possible they will garner some listeners, I don't think they will ever get any of the Boston ad money pie if that's what they are counting on.
That said, I always root for the little guy. ;-)