A question to David Eduardo about 1280 Stockton?

[Madmansam]

David Eduardo, What is your thoughts about Clear Channel switching KWSX-1280 from News/Talk simulcast of KFIV-1360 Modesto to "La Preciosa" Spanish Oldies simulcast of KMRQ-96.7? You have often written here that Hispanics are abandoning the AM dial so does this decision by Clear Channel make sense considering the amounts of FM Spanish Music Stations in the Stockton area? La Preciosa is a success story for Clear Channel but I am not sure it will be successful on the AM dial?

 

[radioman921]

Right now he may be too busy to answer since La Preciosa in Dallas in the latest trend beat both top Univision stations. But realize other than Dallas, Clear Channel hasn't really turned the format into a cash cow they thought it would be.....

 

[-juan-]

Woah there, not all stations are leaving the AM dial! In fact, clearchannel has a couple of AM "la Preciosas" all over the country. Clear channel probably made this change because they did not have any room left in the FM dial. Kinda like in Brownsville-McAllen TX, where they changed their News Talk format into La Preciosa because all of their FM station were doing well and the AM N/T wasn't

 

[davideduardo]

Woah there, not all stations are leaving the AM dial! In fact, clearchannel has a couple of AM "la Preciosas" all over the country. Clear channel probably made this change because they did not have any room left in the FM dial. Kinda like in Brownsville-McAllen TX, where they changed their News Talk format into La Preciosa because all of their FM station were doing well and the AM N/T wasn't

You are correct. The Preciosa's on AM are in places like:

Riverside - No FM, and an AM that could save money by going from local Regional Mexican to Preciosa.
The Valley - Useless X Band station, at least they can plug it into satellite and it cost nearly nothing.
Sioux City, IA - Sold and flipping to something else, but same situation as Riverside... more expensive English format dropped and Preciosa came in via satellite.
Rochester,MN Nothing was cheaper than doing Preciosa.
Corpus Christi - All viable Spanish options taken on FM, so not a bad usage for a very limited coverage station.

Several of these markets have been sold, and, like the Santa BArbara Spanish stations, will likely change back to English.

AM listening by non-Hispanic whites is about 19% of all radio listening. Among Hispanics, it is about 10% give or take in the Southwest. In LA, AM shares are about 3 out of 26 shares, for example. In 18-49, the core Hispanic demo for buys, it is like 8%.

 

[radioman921]

In the case of Corpus, the station they put it on has been doing Spanish language for over 50 years so it makes sense. They, being Clear Channel has not done well on the business side other than Dallas. They were doing great until Recuerdo came and the billing dropped again. The biggest problem was regardless of how great they were on the buisness side for the first year, it revenue cost them a ton to get.....ROI....But your previous comments about CC are correct. Though I am going away from the subject, CC will eventually get rid of everything below market 75.

 

[Madmansam]

Woah there, not all stations are leaving the AM dial! In fact, clearchannel has a couple of AM "la Preciosas" all over the country. Clear channel probably made this change because they did not have any room left in the FM dial. Kinda like in Brownsville-McAllen TX, where they changed their News Talk format into La Preciosa because all of their FM station were doing well and the AM N/T wasn't

But Clear Channel already operates a "La Preciosa" on the FM dial that can be picked up in Stockton KMRQ-96.7, which is the station that KWSX simulcasts, but David already let us know that "La Preciosa" will probably be a temporary format for 1280 until they find a buyer.