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What’s missing in Waco?
- Thread starter dm2024
- Start date
There is a lot you haven't said that would probably make answering this question easier if you had. Specifically, is the station you're involved with AM or FM. Is it commercial or non-commercial. If AM, does it have an FM translator. The answer to these questions will help determine which format you should choose.
Also, what might help is a snapshot of the market, or at least the city of Waco and its demographics. While there are several private reports that can do this, I'll stick with the summary provided publicly by Wikipedia at the below link.
Waco, Texas - Wikipedia
Looking at that summary, the three biggest ethnicities in that city are, in order of percentages, Hispanic (all races), Caucasian, and African-american.
So, using the Wikipedia data, plus one of the entertainment-based radio station listing sites, I would make the following recommendations:
If you have a commercial FM, I would go with either hot AC or AC. Both formats are listened to by females of all three of the largest ethnic/racial groups in the area and currently Waco does not have a hot AC or AC station serving the market. Between hot AC and AC, the former is skewed at younger audiences while the latter is skewed towards older females. (I didn't check the age demographics of Waco).
Because of its current demographic size, a regional Mexican format aimed at the Hispanic market might be worth a shot, though there is another station in the market doing that now. Beyond the competition that's already there, I'd not go for the regional Mexican format, given the recent executive orders signed by the new U.S. President concerning Hispanics.
If you have an AM with an FM translator, then I'd probably look at either a soft AC format or a 50s-70s oldies format aimed at older adults. I might also consider a white or black gospel music format.
If you have an AM without an FM translator, the white or black gospel music is probably a good fit. An all-agricultural or farm news/talk format would probably be even better, and if you wish to target the African-American audience specifically, carrying IHM's Black Information Network (BIN) probably wouldn't be a bad idea. You could also target a spanish news/talk format at the currently dominant Hispanic population.
If you have a non-commercial outlet, then targeting the very small Asian community might be an option; or you could do a community station format with a few programs provided by Pacifica. There are plenty of other options here as non-commercial outings do not need to turn a profit; they only need to earn enough money to pay for the cost of running them.
Good luck to you no matter what option you choose.
D
Deleted member 108832
Guest
Going by the title of the thread, I'd offer Dr. Pepper coming out of the historic plant. How'd y'all let nearly every Texans non-alcoholic beverage of choice run off down I-35, anyway? 😂
The answer you're looking for is a format spanning late disco to the turn of the century. Leave out the classic rock tracks of KBGO, and replace them with some lesser recently heard "oh wow" hits from the 80's.
Build that, and Waco will come.
The answer you're looking for is a format spanning late disco to the turn of the century. Leave out the classic rock tracks of KBGO, and replace them with some lesser recently heard "oh wow" hits from the 80's.
Build that, and Waco will come.
Forget Ag programming. Texas Farm Bureau radio is headquartered there is ample ag programing over their Texas Country formatted LPFM. Remember you have easy reception of Dallas/Fort Worth signals. Waco is a small city and most every station is a group owner selling combos. A single station will have a tough time.
Based on the Eastland ratings...
With out-of-market R&B/hip hop stations on fringe signals inside Waco's city limits (KBFB, KKDA-FM, KOOC) combining for an 8 share, an actual R&B outlet on a competitive signal
A competitive country competitor to WACO-FM, which consistently is #1 and has a share equal to or larger than the #2 and #3 stations combined
An AC or hot AC outlet
Since it is a college town, some sort of current-based alternative rock outlet could peal off listeners from KBRQ, which like KEGL up the road, is more gold-based than current-based active rock.
With out-of-market R&B/hip hop stations on fringe signals inside Waco's city limits (KBFB, KKDA-FM, KOOC) combining for an 8 share, an actual R&B outlet on a competitive signal
A competitive country competitor to WACO-FM, which consistently is #1 and has a share equal to or larger than the #2 and #3 stations combined
An AC or hot AC outlet
Since it is a college town, some sort of current-based alternative rock outlet could peal off listeners from KBRQ, which like KEGL up the road, is more gold-based than current-based active rock.
100% Regional Mexican if you have a full power signal. The other station has done well in ratings and pretty much takes the whole cake for that demo.
Not anything Country or CCM. Those are more than covered. Also, while many of the DFW Class Cs from Cedar Hill are audible at times, the coverage seems less strong that I remember as a kid growing up here. A couple stations get some listening, but there is less out of market listening that there used to be 20-30 years ago as well.
According to Nielsen's Redbook from fall of last year the Waco market is 26% hispanic and 14.5% black. The radio market is defined as only McLennan county while many of the stations in the market also serve and market to at least some of Bell County in the Killeen-Temple market. You will hear "Waco-Temple-Killeen" in a lot of legal IDs that do not even have a lot of coverage beyond Waco. Part of this is likely because it is a shared TV market.
There are actually many format holes because a lot of stations have overly-broad playlist and brands, I am specifically talking about iHeart's music stations.
My first thought on market holes are some kind of AC or Adult Hits. On AC though, I suspect a lot of that market currently goes to K-Love. Waco does have a pretty sizable percentage that is religious. Also, iHeart's Classic Hits KBGO "Big 95" covers a lot of decades and is pretty laid back. They also do Christmas music.
Hot AC with some rythmic-friendly elements might be worth a closer look too.
Also, there used to be Regional Mexican on more than one station, and the one remaining does pretty well, so there may be room for one more. Although, it is usually wise to avoid a head-on competition with a entrenched incumbent if possible.
According to Nielsen's Redbook from fall of last year the Waco market is 26% hispanic and 14.5% black. The radio market is defined as only McLennan county while many of the stations in the market also serve and market to at least some of Bell County in the Killeen-Temple market. You will hear "Waco-Temple-Killeen" in a lot of legal IDs that do not even have a lot of coverage beyond Waco. Part of this is likely because it is a shared TV market.
There are actually many format holes because a lot of stations have overly-broad playlist and brands, I am specifically talking about iHeart's music stations.
My first thought on market holes are some kind of AC or Adult Hits. On AC though, I suspect a lot of that market currently goes to K-Love. Waco does have a pretty sizable percentage that is religious. Also, iHeart's Classic Hits KBGO "Big 95" covers a lot of decades and is pretty laid back. They also do Christmas music.
Hot AC with some rythmic-friendly elements might be worth a closer look too.
Also, there used to be Regional Mexican on more than one station, and the one remaining does pretty well, so there may be room for one more. Although, it is usually wise to avoid a head-on competition with a entrenched incumbent if possible.
Launching Feb 1
Never mind. I see the assignment was filed today. Congratulations!
Magic Sale To Be La Grande In Waco
Socorro Torres' Torres Media Group has agreed to acquire Adult R&B "Magic 94.5" KWBT Waco TX from Jerry Lenamon's Kennelwood
radioinsight.com
And we have a winner....KWBT to regional Mexican on 2/1.
Magic Sale To Be La Grande In Waco
Socorro Torres' Torres Media Group has agreed to acquire Adult R&B "Magic 94.5" KWBT Waco TX from Jerry Lenamon's Kennelwood
radioinsight.com
i was actually about to ask, thank you for that
And we have a winner....KWBT to regional Mexican on 2/1.
Magic Sale To Be La Grande In Waco
Socorro Torres' Torres Media Group has agreed to acquire Adult R&B "Magic 94.5" KWBT Waco TX from Jerry Lenamon's Kennelwood
Jerry is a smart guy. I wonder what he'll do with his free time now. I know he provided engineering to KWBT.
He and I run together in the SW DX circles and he's very accomplished there as well.
I've personally known Jerry for many years and consider him a friend. He's a good guy who I have always known to be honorable in his dealings, operations, and word and he loves radio.
While he obviously determined now was the right time to move into another chapter of life - and I know he has been looking for a buyer for some time, I'm sure he also has at least a tinge of sadness about such a change as he has been at it for a very long time.
Jerry applied for, built out, and has run what is now KWBT since the 90s through a number of different formats (it started off as smooth jazz "The Spot", with stops on NewsTalk as well as Country before the more recent partnerships that brought Urban and later Urban AC).
I'm sad to see him leave the industry.
Speaking of Waco I always found that IHM 97.5 which is CHR has no monkier besides 97.5 I'm surprised it isn't called 97.5 Kiss FM.
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