B
BamaMedia
Guest
Out of the WSJ. I don't see how they can promise 5K for the Summer???
Que Pasa Media Network in Winston-Salem is out to capture what it calls the "overlooked" North Carolina Hispanic consumer: non-Mexican Spanish-language radio listeners.
And it hopes that new programming changes will do the job.
Yesterday, Jose Isasi, Que Pasa's president, said that he bought WYSR 1590-AM, an ESPN-formatted station, from Eastern Broadcasting Group Inc. in Slingerland, N.Y.
The price was $780,000.
The new station, called "Que Pasa Mixx Radio," broadcasts in the Triad and Triangle and features "Spanish contemporary" and "tropical music."
"Spanish contemporary" music includes popular, easy rock and ballads; "tropical" includes salsa, merengue, bachata, reggaeton and hip-hop in Spanish formats, Que Pasa officials said.
Isasi said that those are musical styles that appeal to non-Mexican Spanish-speaking listeners - from such places as Colombia, Argentina, Cuba, Puerto Rico and others - who make up 32 percent of Que Pasa's target population.
In addition, Que Pasa is converting two of its previous news/talk and regional-Mexican radio stations to the new contemporary/tropical format, Isasi said.
That brings the Que Pasa radio network to eight stations in North Carolina. Five stations are programmed for the Mexican consumer and three for the non-Mexican Hispanic consumer.
Of the latter group, Isasi said that, based on Que Pasa's audience surveys, "Thirty-five percent of the 150,000 Hispanics in North Carolina are clamoring for their music."
Gladys Reyna, 23, might be a case in point. Reyna, who was born in Guatemala, said she doesn't listen to the style of Mexican music that is often heard on Triad radio stations.
Reyna said she would listen to the new Que Pasa station, "if it was more modern, if they were to play the music that I like - cumbia, salsa, merengue. I think a lot of young people will listen to it more."
Que Pasa said that by June it plans to increase the reach of 1590-AM, now at 1,400 watts, with a 5,000-watts power upgrade.
Isasi also hopes to attract non-Spanish-speaking listeners.
"The contemporary style tends to appeal more to the American audiences," he said.
Que Pasa will continue to offer Spanish-language programming tailored to Mexican consumers, the predominant Spanish-speaking consumer group in the Triad and the state.
Other media companies have been busy courting Mexican consumers. Last week, Clear Channel Radio Network in Greensboro converted WGBT-FM to "La Preciosa," an all-Spanish-language format geared to the Mexican population.
Que Pasa Media Network in Winston-Salem is out to capture what it calls the "overlooked" North Carolina Hispanic consumer: non-Mexican Spanish-language radio listeners.
And it hopes that new programming changes will do the job.
Yesterday, Jose Isasi, Que Pasa's president, said that he bought WYSR 1590-AM, an ESPN-formatted station, from Eastern Broadcasting Group Inc. in Slingerland, N.Y.
The price was $780,000.
The new station, called "Que Pasa Mixx Radio," broadcasts in the Triad and Triangle and features "Spanish contemporary" and "tropical music."
"Spanish contemporary" music includes popular, easy rock and ballads; "tropical" includes salsa, merengue, bachata, reggaeton and hip-hop in Spanish formats, Que Pasa officials said.
Isasi said that those are musical styles that appeal to non-Mexican Spanish-speaking listeners - from such places as Colombia, Argentina, Cuba, Puerto Rico and others - who make up 32 percent of Que Pasa's target population.
In addition, Que Pasa is converting two of its previous news/talk and regional-Mexican radio stations to the new contemporary/tropical format, Isasi said.
That brings the Que Pasa radio network to eight stations in North Carolina. Five stations are programmed for the Mexican consumer and three for the non-Mexican Hispanic consumer.
Of the latter group, Isasi said that, based on Que Pasa's audience surveys, "Thirty-five percent of the 150,000 Hispanics in North Carolina are clamoring for their music."
Gladys Reyna, 23, might be a case in point. Reyna, who was born in Guatemala, said she doesn't listen to the style of Mexican music that is often heard on Triad radio stations.
Reyna said she would listen to the new Que Pasa station, "if it was more modern, if they were to play the music that I like - cumbia, salsa, merengue. I think a lot of young people will listen to it more."
Que Pasa said that by June it plans to increase the reach of 1590-AM, now at 1,400 watts, with a 5,000-watts power upgrade.
Isasi also hopes to attract non-Spanish-speaking listeners.
"The contemporary style tends to appeal more to the American audiences," he said.
Que Pasa will continue to offer Spanish-language programming tailored to Mexican consumers, the predominant Spanish-speaking consumer group in the Triad and the state.
Other media companies have been busy courting Mexican consumers. Last week, Clear Channel Radio Network in Greensboro converted WGBT-FM to "La Preciosa," an all-Spanish-language format geared to the Mexican population.