La Preciosa 105.3 would be completely different from Viva, which is after a younger age group. La Preciosa will target an older age group and would be an excellent idea. One that could hurt other similar stations, like La Raza 102.3 and any possible hispanic plans at 100.1? I would definately try La Preciosa and it would place La Preciosa in another large market, while giving CC the entire hispanic audience from the young to the older listeners. There would be too many urbans if another entered the picture at 105.3.
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105.3 speculation
- Thread starter RickRose
- Start date
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content
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Maybe I'm missing something, but La Preciosa seems to be fading fast in many markets, including flagship market San Jose and San Francisco.
No?
No?
Mr Winston-Salem said:
La Preciosa is not regional Mexican, though. The last several posts have referred to a regional Mexican format, which is about 100% different from Preciosa. La Preciosa either has to be the only FM, or the only one appealing to Mexicans to work. It's age range is 30+, so in a very young community like the Mexican Atlanta one, it is not going to do very well and will take any high end off Viva, so there is no synergy.
Preciosa would have about zero effect on Juan carlos Hidalgo's La Raza in Atlanta... in fact, CCU tried Preciosa against another Hidalgo station, the one in Tucson, and got a low-1 share, while the regional went up to around a 6 share, it's highest ever, after Preciosa debuted.
Preciosa has not worked in large markets. Dallas: #19 in 25-54, San Diego, #4 Spanish, San Francisco #4 Spanish, etc. They would be best to keep that dog out of big markets and stick to Salinas and Sioux City and Tulsa. Incidentally, the CCU sale means 5 Presiosas will go away... perhaps putting th ewhole Hispanic initiative in jeopardy.
content said:
Actually, the flagship is in Monterey / Salinas, where it went on the air about 3 years ago. All the stations are 100% networked out of that station, KPRC-FM.
In SF, it is pretty much dead on KSJO but that is because the original Spanish adult hit format, Recuerdo, went on in January in that market. Recuerdo's sister, KSOL, is now #1 25-54, while Preciosa is #4 Spanish in the market and not selling very much.
I've only listened on a webstream, but La Preciosa sounded very similar to La Raza in what I heard. I could see it maybe taking the upper end of Viva, but I think that would happen anyways. La Preciosa sounded very traditional with some older classics mixed-in. Maybe I need to listen again? I thought it was doing better than that though? Viva has dance music mixes at night and a very young sound. Something with appeal to an older spanish speaking audience would do very well at 105.3. If not La Preciosa, I'm guessing it won't be satellite? Something local or the creation of a new brand for a larger market?
Mr Winston-Salem said:
There is about 0% overlap in music, and none in era, either. True regionals are about 60% current and recurrent, and oldies are about 6 to 8 years old at best.
Viva is a hybrid. It is an abortion of pop and regional, which any competitor with a signal would destroy.
Nearly no song on Preciosa is from after about 1999, and most are 70's. The library is over 2300 songs.
Clear does not do well in coming up with new brands. All their fomrats are copies of other stations. And Atlanta's Hispanic population is very young, so there is little 35+ there.
Do you mean 105.3 The Mex?
Really, what can they do with it that would do at least as well as Buzz did, especially considering what a mess things seem to be at CC Atlanta?
Talk? Nobody listens to GST on AM and the same nobody would listen to it on FM. Hot talk would get hounded out of town by the same people who kept complaining about TRG. Maybe a female-targeted talker like WLNK in Charlotte?
Regional Mexican? That'd just cannibalize the one station in the cluster that isn't dead already. They couldn't win.
I say the simulcast continues until someone else makes a move that CC can react to.
Are the HD2 feeds for 96.1 and 105.3 still different? I haven't been able to pull in their digital lately.
Talk? Nobody listens to GST on AM and the same nobody would listen to it on FM. Hot talk would get hounded out of town by the same people who kept complaining about TRG. Maybe a female-targeted talker like WLNK in Charlotte?
Regional Mexican? That'd just cannibalize the one station in the cluster that isn't dead already. They couldn't win.
I say the simulcast continues until someone else makes a move that CC can react to.
Are the HD2 feeds for 96.1 and 105.3 still different? I haven't been able to pull in their digital lately.
OldGringo said:
I do agree that a competitor could do a lot of damage and this is why I feel CC must protect this property and go after all of the hispanic audience. I think we will see at least one and maybe two more format changes at non CC properties and it should be a #1 priority to protect Viva. Removing one of the rock outlets in the market will buy the other two properties I'm thinking of a little more time, but something could happen at one or both of them very soon. Also, I see a chance to offer the entire hispanic listening audience on quality signals. I would go with an older leaning hispanic format. It's hard to compete with a rimshot. You can protect an existing property (like Eagle 106.7 does), cut into a competitor's numbers (like 102.5 does) or test something new like a spanish language format (like Viva 105.7). 105.3 is a very good rimshot, as is 104.1. I would definately try an older leaning hispanic format.
Talk failed at 105.3 and I don't see them bringing back 80's or oldies. I think it's safe to say oldies are out in this region with CC.
Mr Winston-Salem said:OldGringo said:
I do agree that a competitor could do a lot of damage and this is why I feel CC must protect this property and go after all of the hispanic audience. I think we will see at least one and maybe two more format changes at non CC properties and it should be a #1 priority to protect Viva. Removing one of the rock outlets in the market will buy the other two properties I'm thinking of a little more time, but something could happen at one or both of them very soon. Also, I see a chance to offer the entire hispanic listening audience on quality signals. I would go with an older leaning hispanic format. It's hard to compete with a rimshot. You can protect an existing property (like Eagle 106.7 does), cut into a competitor's numbers (like 102.5 does) or test something new like a spanish language format (like Viva 105.7). 105.3 is a very good rimshot, as is 104.1. I would definately try an older leaning hispanic format.
Talk failed at 105.3 and I don't see them bringing back 80's or oldies. I think it's safe to say oldies are out in this region with CC.
The average age of the Hispanic population is 21. There is no older population, and agencies don't by older Hispanic demos because of that. What they could do is make Viva all opo and ballad, and do a true regional. They have, though, as a company, no regional experience at all and only one pop station and it is in San Jose and is nearly dead.
When you say "regional" Mexican you are talking about tuba's and accordians. Most folks think of "Tex-Mex" music......
If you have ever seen a "regional" mexican band you will have to agree it is some of the most amazing music on earth. The drums, with one snare, a high hat cymbol, and numerous cowbells are just too awesome for words!
I learned to love the tuba at a Martin Mull show one nightat the Great S.E. Music Hall while using corrective medications with a stripper lady known affectionately as "River Deep."
Bring on the Tex-Mex in wide glide FM stereo......
If you have ever seen a "regional" mexican band you will have to agree it is some of the most amazing music on earth. The drums, with one snare, a high hat cymbol, and numerous cowbells are just too awesome for words!
I learned to love the tuba at a Martin Mull show one nightat the Great S.E. Music Hall while using corrective medications with a stripper lady known affectionately as "River Deep."
Bring on the Tex-Mex in wide glide FM stereo......
taylorengineer said:
Tex-Mex, or Tejano music, is not Mexican. It is from a very small area of Texas, and only one a handful of stations today... maybe 4 or so.
Regional Mexican is actually many different types of music which, originally, came from different areas of Mexico. The tuba stuff is "banda" and from the northern Pacific state of Sinaloa. The accordeon stuff is "norteña" and comes from NE Mexico. "Grupera" is the keyboard fusión of classical Mexican sounds with ballada and pop and cumbia. Ranchera is what a Mariachi plays. "Cumbia" is an adaptation of a Colombian rhythm that is now typically Mexican.
There are examples of these styles are on www.hispanicformats.com.
Tex-Mex is on life support, and only appeals to really old demos in places like San Antonio. It's funny, because the jocks are usually totally English speaking. Tex-Mex does not use tubas.
I didn't mean to imply Tex-Mex was the same thing.
Most of us are woefully ignorant of Mexican music and it's variations. I appreciate your explaining the differences.
I always guessed that the tuba/accordian/drum music was analogous to American "country" music. I thought that the "Viva" sound was a more cosmopolitan music....the Mexican versions of Madonna and Elton John.
What are we talking about when we say "regional Mexican?
Most of us are woefully ignorant of Mexican music and it's variations. I appreciate your explaining the differences.
I always guessed that the tuba/accordian/drum music was analogous to American "country" music. I thought that the "Viva" sound was a more cosmopolitan music....the Mexican versions of Madonna and Elton John.
What are we talking about when we say "regional Mexican?
taylorengineer said:
Viva is part regional, part pop. It is the oddest Spanish format in the US.
"Regional" simply means the different styles originated in different regions of Mexico. It is a record industry term, and not used on the radio in Mexico itself, although it is used somewhat in the US... I think is is sterile and confusing as a promotional term... better to just sasy, "the music of Mexico". BTW, the site I posted has actual audio samples of the different kinds of music.
taylorengineer said:
That describes me. These formats are new to this area and most of us who haven't left the southeast and mid-atlantic area know very little about these formats.
OldGringo,
What would you do at 105.3? If you did try a hispanic format, what would you do and would you make changes at Viva also?
I've seen this music live at Fiesta in Winston-Salem when I was there. They block-off several downtown streets each year for what has to be their biggest street party and pay a small fortune to bring-in all kinds of bands, DJs and performers. All money raised goes to a college fund for hispanic high school graduates. The food and the music are must see attractions. They have something for all ages and it's a good way to learn more.
Gringo-
Thanks for the education. The website is a must for anyone working in radio.
I'm now confused. What would be gained by ClearChannel flipping a second signal to regional Mex?
I would love to have some revenue numbers from Viva. How do the Mexican formats rank in terms of revenue?
Thanks for the education. The website is a must for anyone working in radio.
I'm now confused. What would be gained by ClearChannel flipping a second signal to regional Mex?
I would love to have some revenue numbers from Viva. How do the Mexican formats rank in terms of revenue?
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