Could "La Preciosa" Replace Star??

[Joseph_Gallant]

Although I'm on the East Coast, I'm under the impression that the fast-growing "La Preciosa" Spanish-language format of Mexican music is not yet on the air in Los Angeles, given the format's website (www.lapreciosa.com) does not list a Los Angeles affiliate for the format. However, the "La Preciosa" homepage does not list the newly-launched Dallas and San Diego affiliates either. As you know, Clear Channel has launched the format in many other markets with large Hispanic (and especially Mexican-American) populations.

And remember that Clear Channel announced that perhaps as many as 25 of it's stations around the country were going to be flipped to some sort of Spanish-language format.

It may only be a matter of time until "La Preciosa" arrives on the L.A. dial. Los Angeles has the largest Mexican-American population of any radio market, so the format would probably be a huge success.

And given the ratings (and other) problems KYSR-98.7 has had of late, I'm beginning to think that "Star" could soon give way to "La Preciosa".

 

[imnabwon2]

> Although I'm on the East Coast, I'm under the impression
> that the fast-growing "La Preciosa" Spanish-language format
> of Mexican music is not yet on the air in Los Angeles, given
> the format's website (www.lapreciosa.com) does not list a
> Los Angeles affiliate for the format. However, the "La
> Preciosa" homepage does not list the newly-launched Dallas
> and San Diego affiliates either. As you know, Clear Channel
> has launched the format in many other markets with large
> Hispanic (and especially Mexican-American) populations.
>
> And remember that Clear Channel announced that perhaps as
> many as 25 of it's stations around the country were going to
> be flipped to some sort of Spanish-language format.
>
> It may only be a matter of time until "La Preciosa" arrives
> on the L.A. dial. Los Angeles has the largest
> Mexican-American population of any radio market, so the
> format would probably be a huge success.
>
> And given the ratings (and other) problems KYSR-98.7 has had
> of late, I'm beginning to think that "Star" could soon give
> way to "La Preciosa".
>

i think it would be more interesting to ask how would you fix Star as it doesn't appear that it is going away.

 

[davideduardo]

Re: Not likely

> Although I'm on the East Coast, I'm under the impression
> that the fast-growing "La Preciosa" Spanish-language format
> of Mexican music is not yet on the air in Los Angeles, given
> the format's website (www.lapreciosa.com) does not list a
> Los Angeles affiliate for the format. However, the "La
> Preciosa" homepage does not list the newly-launched Dallas
> and San Diego affiliates either. As you know, Clear Channel
> has launched the format in many other markets with large
> Hispanic (and especially Mexican-American) populations.

There is a Preciosa in LA, and it is called Recuerdo and is the original station in the format going back over 5 years in-format. Recuerdo has strong LA talent, is local (Preciosa is networked out of Salinas) and well established.
>
> And remember that Clear Channel announced that perhaps as
> many as 25 of it's stations around the country were going to
> be flipped to some sort of Spanish-language format.

Billing is the main consideration. Satar billed over $40 million last year, while no Spanish station did even close to $30 million. Spanish stations have low power ratios, and Star has a very high ratio.
>
> It may only be a matter of time until "La Preciosa" arrives
> on the L.A. dial. Los Angeles has the largest
> Mexican-American population of any radio market, so the
> format would probably be a huge success.

Not likely against the original version.

 

[radioresearcher]

> > Although I'm on the East Coast, I'm under the impression
> > that the fast-growing "La Preciosa" Spanish-language
> format
> > of Mexican music is not yet on the air in Los Angeles,
> given
> > the format's website (www.lapreciosa.com) does not list a
> > Los Angeles affiliate for the format. However, the "La
> > Preciosa" homepage does not list the newly-launched Dallas
>
> > and San Diego affiliates either. As you know, Clear
> Channel
> > has launched the format in many other markets with large
> > Hispanic (and especially Mexican-American) populations.
> >
> > And remember that Clear Channel announced that perhaps as
> > many as 25 of it's stations around the country were going
> to
> > be flipped to some sort of Spanish-language format.
> >
> > It may only be a matter of time until "La Preciosa"
> arrives
> > on the L.A. dial. Los Angeles has the largest
> > Mexican-American population of any radio market, so the
> > format would probably be a huge success.
> >
> > And given the ratings (and other) problems KYSR-98.7 has
> had
> > of late, I'm beginning to think that "Star" could soon
> give
> > way to "La Preciosa".
> >
>
> i think it would be more interesting to ask how would you
> fix Star as it doesn't appear that it is going away.
>

Mike Marino has done a terrific job IMHO with KHHT. He also has experience in Hot AC - so he seems to be a good choice to turn it around.

 

[radioresearcher]

Re: Not likely

> > Although I'm on the East Coast, I'm under the impression
> > that the fast-growing "La Preciosa" Spanish-language
> format
> > of Mexican music is not yet on the air in Los Angeles,
> given
> > the format's website (www.lapreciosa.com) does not list a
> > Los Angeles affiliate for the format. However, the "La
> > Preciosa" homepage does not list the newly-launched Dallas
>
> > and San Diego affiliates either. As you know, Clear
> Channel
> > has launched the format in many other markets with large
> > Hispanic (and especially Mexican-American) populations.
>
> There is a Preciosa in LA, and it is called Recuerdo and is
> the original station in the format going back over 5 years
> in-format. Recuerdo has strong LA talent, is local (Preciosa
> is networked out of Salinas) and well established.
> >
> > And remember that Clear Channel announced that perhaps as
> > many as 25 of it's stations around the country were going
> to
> > be flipped to some sort of Spanish-language format.
>
> Billing is the main consideration. Satar billed over $40
> million last year, while no Spanish station did even close
> to $30 million. Spanish stations have low power ratios, and
> Star has a very high ratio.
> >
> > It may only be a matter of time until "La Preciosa"
> arrives
> > on the L.A. dial. Los Angeles has the largest
> > Mexican-American population of any radio market, so the
> > format would probably be a huge success.
>
> Not likely against the original version.
>

Signal would be the reason I would give "La Preciosa" a shot against 103.9 and 98.3 - although David and his team have done a tremendous job with "Recuerdo" - and it is well branded in the marketplace. But, looking at the numbers that it does on two Class A's - one wonders what it could do on a Class B.

 

[davideduardo]

Re: Not likely

>
> Signal would be the reason I would give "La Preciosa" a shot
> against 103.9 and 98.3 - although David and his team have
> done a tremendous job with "Recuerdo" - and it is well
> branded in the marketplace. But, looking at the numbers that
> it does on two Class A's - one wonders what it could do on a
> Class B.
>

The A's put a 60 over 85% of all the HDHA Zips. So there is not much incremental opportunity.

 

[davideduardo]

>
> Mike Marino has done a terrific job IMHO with KHHT. He also
> has experience in Hot AC - so he seems to be a good choice
> to turn it around.
>

Remember around Jan and Feb, there were many suggestions that Hot would change to this or that format? Mike has done a great job, and the station is on a really solid uptrend.

 

[david]

My recipe for how to fix Star

Glenn...Good question, and I would be interested in hearing your thoughts. My fixes include:
* Have Mike do what he has done - i.e., template Mix 94.1 in Sin City, which he first launched and remains one of LV's top stations to this day. That station is music intensive (after Mark and Mercedes in the Morning), and is aggressively introducing fresh new music, and has a strong street presence, billing itself as the station that is all over town. Star's music is soooooo predictable, especially its recurrents and gold. How often can one listen to Tainted Love - Soft Cell, Better Man - Pearl Jam, Bathwater - No Doubt, Crush - Dave Matthews, Red Red Wine - UB40, etc.?

When a station settles in on such a tight playlist of gold titles, it is indication that the programmers are afraid of alienating their core. Well Star's core is dwindling.

Hopefully, the fact that Mix is an Infinity station and Star is a CC property will be insignificant in terms of allowing Mike to build here what he did so successfully there.

* Dump the morning show - especially Jamie. This market is ripe for the taking with a fresh morning team (I won't say the word "zoo") but if you look at this market, the dynamic morning teams (M&B, K&B) have tapped deep into their creative mills. Let's inject a new top notch team. It's not for naught that I mentioned Mix's M&M in the AM at the top of this post, not that I think we should port them here, but Star should have a similar dynamic in the AM. Their current show is very much out of synch with the rest of the day.

* Shut the jocks up a bit. Don't make them liner card readers, but the station's aura right now is so much chat. Compare to KROQ, who also let their air talent randomly spew comments on anything (heck, I heard Stryker give a long review of his participation in Universal Studio's Fear Factor this week), but the station feels like it is working hard to "get you back to the music faster". Star feels like the music is not what they think you are there for, and you know what, with their unaggressive approach to a playlist, it is not the reason I am there. In fact, in recent years I find myself there less and less, even though I want to be there - cuz a Modern AC / Hot AC can catch fire in this town if done well.

> > i think it would be more interesting to ask how would you
> > fix Star as it doesn't appear that it is going away.
> >
> > Mike Marino has done a terrific job IMHO with KHHT. He also
> > has experience in Hot AC - so he seems to be a good choice
> > to turn it around.
> >
> Remember around Jan and Feb, there were many suggestions
> that Hot would change to this or that format? Mike has done
> a great job, and the station is on a really solid uptrend.<P ID="signature">______________
Peace is the word, and the Voice of the Peace is THE station, 24 hours a day. (Tribute to the VOP 1540 which broadcast for 20 years in the Eastern Mediterranean)</P>

 

[radioresearcher]

Re: My recipe for how to fix Star

> Glenn...Good question, and I would be interested in hearing
> your thoughts. My fixes include:
> * Have Mike do what he has done - i.e., template Mix 94.1 in
> Sin City, which he first launched and remains one of LV's
> top stations to this day. That station is music intensive
> (after Mark and Mercedes in the Morning), and is
> aggressively introducing fresh new music, and has a strong
> street presence, billing itself as the station that is all
> over town. Star's music is soooooo predictable, especially
> its recurrents and gold. How often can one listen to Tainted
> Love - Soft Cell, Better Man - Pearl Jam, Bathwater - No
> Doubt, Crush - Dave Matthews, Red Red Wine - UB40, etc.?
>

Well, the music was tweaked late last week - and they've already tightened the currents up - so it doesn't look like they are going to be aggressive on new music. Current songs by Gorillaz, Train, Anna Nalick, Coldplay, Gavin DeGraw, Sheryl Crow, Green Day, and Rob Thomas were jettisoned from the playlist Thursday. The station appears to be much heavier on the recurrent tip.

Very similar to what Mike did when he took over KHHT again - and it worked.


> When a station settles in on such a tight playlist of gold
> titles, it is indication that the programmers are afraid of
> alienating their core. Well Star's core is dwindling.

The current product for the format has been in shambles for a while. It's been a tough format to find currents for. Look at the ratings for Hot AC across the country. Hopefully, the cycle will come back.


>
> Hopefully, the fact that Mix is an Infinity station and Star
> is a CC property will be insignificant in terms of allowing
> Mike to build here what he did so successfully there.
>
> * Dump the morning show - especially Jamie. This market is
> ripe for the taking with a fresh morning team (I won't say
> the word "zoo") but if you look at this market, the dynamic
> morning teams (M&B, K&B) have tapped deep into their
> creative mills. Let's inject a new top notch team. It's not
> for naught that I mentioned Mix's M&M in the AM at the top
> of this post, not that I think we should port them here, but
> Star should have a similar dynamic in the AM. Their current
> show is very much out of synch with the rest of the day.
>
> * Shut the jocks up a bit. Don't make them liner card
> readers, but the station's aura right now is so much chat.
> Compare to KROQ, who also let their air talent randomly spew
> comments on anything (heck, I heard Stryker give a long
> review of his participation in Universal Studio's Fear
> Factor this week), but the station feels like it is working
> hard to "get you back to the music faster". Star feels like
> the music is not what they think you are there for, and you
> know what, with their unaggressive approach to a playlist,
> it is not the reason I am there. In fact, in recent years I
> find myself there less and less, even though I want to be
> there - cuz a Modern AC / Hot AC can catch fire in this town
> if done well.
>
> > > i think it would be more interesting to ask how would
> you
> > > fix Star as it doesn't appear that it is going away.
> > >
> > > Mike Marino has done a terrific job IMHO with KHHT. He
> also
> > > has experience in Hot AC - so he seems to be a good
> choice
> > > to turn it around.
> > >
> > Remember around Jan and Feb, there were many suggestions
> > that Hot would change to this or that format? Mike has
> done
> > a great job, and the station is on a really solid uptrend.
>