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KXVV in Victorville not doing well.
- Thread starter 30james
- Start date
I'm not David, obviously, but I spent some years looking for housing in Victorville/ Apple Valley when I was thinking about buying a ranch. The Census Bureau shows Victorville demographics as: White alone, not Hispanic or Latino, as 21.4%. It show Hispanic or Latino as 55.3%, and White alone ( which may include Hispanic or Latino persons) as 51%. ( Clearly, there is some crossover there). For Census purposes, Hispanic people often identify as white. So, it is possible that the station owners thought they would be serving more listeners than they have right now. Just my opinion. -- D.
The Victor Valley is 55% Hispanic and only 27% non-Hispanic white.
So why isn't the regional Mexican format working on KXVV. If its over 50 percent Hispanic?
It's a class A, and covers well less than half the market.
And... that area is predominantly second generation Hispanics or later... they don't listen to Regional Mexican music in Spanish.
And... it is the only Spanish station in a group, and they don't have much experience in the area.
And... it is not easy to staff radio stations in a place most people would never, ever want to move to.
I don't mean to be demeaning... although rereading the post gives that impressions. If you visit the market, which is a collection of widely located desert towns, you'd realize why it is hard to get anyone to move there.
Market #112 on population, 170 in revenue.
When were they KFRG? I thought they spent several years as classic hits.
17 out of the 58 AM, FM and Translators in the market are in Spanish. The problem is that the market is bigger than any of the signals in a market that extends from Barstow to 29 Palms
Victorville itself is now 140,000 people. In the 1980 Census, it was 14,000.
The growth there turbocharged when home prices in Los Angeles began to take off, and working-class people began looking at places like Victorville, Palmdale and Lancaster as "bedroom communities" for Greater L.A.
They found themselves with a mortgage they could afford in a place that wasn't terribly attractive, and a two-hour commute each way.
To your point about population and language spoken (and again, this is Victorville-specific), the total Hispanic population is 55.6%, but only 35.6% of the city speaks only Spanish, while 58.8% speaks only English.
Yep. This is a common occurrence with second and later generation Hispanics who have formed a family and want to get out of all the issues they see as negative for family creation in LA itself. And this "collective" is English dominant. They speak Spanish with parents and older relatives and the family members who just arrived, but otherwise they don't use Spanish language media.
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