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Country vs. Movin' - October trend

O

OldGringo

Without violating board policies on ratings posts, KMVN was flat at roughly 1/4 the level of the country format it replaced, while KFRG increased from a no-show 90 days ago to about 65% of the level KZLA had in its last months as country.

There was no growth by moving from September to October.
 
No surprise. There are enough hispanics to support Country in LA county, once the research is done maybe they can do a better job reaching those hispanics.

CRB president R.J. Curtis added, "Arbitron data indicates that many Hispanics are already country radio listeners. This study should give us a better understanding of why they listen and point the way to growing the Hispanic audience for country radio, and by extension for country music."
 
wangchung said:
No surprise. There are enough hispanics to support Country in LA county, once the research is done maybe they can do a better job reaching those hispanics.

CRB president R.J. Curtis added, "Arbitron data indicates that many Hispanics are already country radio listeners. This study should give us a better understanding of why they listen and point the way to growing the Hispanic audience for country radio, and by extension for country music."
Click to expand...

I have mentioned before that the only Hispanics that use country much are those who are later generation and who grew up in markets with a country lifestyle. LA has neither. There is just not a big enough base of country friendly Hispanics in LA to "add to" the cume potential of a country station.
 
There are plenty of them to support the format...they DO listen to other formats besides what Univision provides you know.

I know plenty of Hispanics, young and old, who listen to country...stop "pidgeon-holing" them.
 
Univision Radio - and TV - owes its existance to pigeon-holing as many Spanish speakers as possible in the ghetto of monolingualism.

What would you expect its leader to say? "We support our audience becoming mainstream americans by learning the common language?"

It's in Univision's interest to see Movin' fail and to see spanish-speakers locked into one language.

Any post by D-E must be considered in that light.
 
wangchung said:
There are plenty of them to support the format...they DO listen to other formats besides what Univision provides you know.

I know plenty of Hispanics, young and old, who listen to country...stop "pidgeon-holing" them.
Click to expand...

You are missing the point. The Hispanics that listen to country are 3rd generation and later who have grown up in an area with a real country lifestyle.

Going way back, when Sam Backe was GM of Swanco's San Antonio AM, he purposely marketed in areas with highly assimilated Hispanics because a large portion of his cume was Hispanic in a market where 1) over half the Hispanics were 3rd generation and beyond and 2) where there was a definite country lifestyle. This sort of situation is the ideal one for acquiring Hispanic cume on a country station.

Note that I do not sway "converting" but "acquiring." You can not easily change a person's music taste by marketing, but you can make people who have exposure to a music form feel "invited to the party" by marketing. That is what works.

In San Antonio, KAJA has 33% Hispanic cume, almost perfectly indexed with the English dominant Hispanic population of SA. KLYY has 45% Hispanic cume, meaning it over indexes against English dominant Hispanics. In other words, SA has a fertile Hispanic group that accepts the conuntry influence in the market.

In Dallas, where most of the Hispanic population is first and second generation, KPLX is 9% Hispanic cume and KSCS is 10%, way under indexing vs. the market population because there is only a very tiny population of third generation and beyond Hispanics in the market since the Hispanic population has more than tripled in the last 20 years from around 300 thousand in the mid-80's to 1.2 million today (12+).

Phoenix is another market where the Hispanic population was tiny before around 1980, and nearly everyone is first or second generation. KMLE is 11% Hispanic and KNIX is 9% Hispanic cume. In other words, the same phenomenon as Dallas.

Albuquerque is assimilated in similar proprotions to San Antonio, with a very low percentage of Spanish dominants. KBQI is 34% Hispanic cume, and KRST is 38%.

In LA, in the last valid book for KZLA, the cume was under 10% Hispanic. There was no core in the 3rd generation and beyond, because there is not a country lifestyle in LA, despite having a fairly significant 3rd generation and beyond population (in the early 70's, the Hispanic population was over 1.5 million, but is now over 4.2 million.)

So, I am not saying "no Hispanics listen to Country." I am saying that the number of them is reflective on the market, the lifestyle and degree of assimilation in 3rd generation and beyond. The numbers prove it.
 
zumahans said:
Univision Radio - and TV - owes its existance to pigeon-holing as many Spanish speakers as possible in the ghetto of monolingualism.

What would you expect its leader to say? "We support our audience becoming mainstream americans by learning the common language?"

It's in Univision's interest to see Movin' fail and to see spanish-speakers locked into one language.

Any post by D-E must be considered in that light.
Click to expand...

And, of course, that does not explain the Spanglish or all English programming on WCAA, WZAA, WVIV, WVIX, KQBT (Movin' / Jammin' format), KBBT, KPTY, KKSS, KVVF, KLLE, KFZO, KXTN, KLTO and KVVZ. We program to Hispanics in proportion to the distribution of language usage in each market. That is 14 stations out of 74, a big percentage.
 
David, I know it's a smaller market, but are you famliar with Midland-Odessa TX? I know a Hispanic family originally from there who LOVE country music and live the lifestyle. They said everyone they knew back there listened to country.Is Midland-Odessa an example of a market where country is popular among Hispanics or are my friends exceptions?
 
Jay F said:
David, I know it's a smaller market, but are you famliar with Midland-Odessa TX? I know a Hispanic family originally from there who LOVE country music and live the lifestyle. They said everyone they knew back there listened to country.Is Midland-Odessa an example of a market where country is popular among Hispanics or are my friends exceptions?
Click to expand...

I do not have access to that market in Arbitron, and it is so small that neither Nielsen nor Arbitron employ language weighting. However, Arbitron's langauge preference shows a very high 60% of area Hispanics to be English dominant. LA, for example, is 61% Spanish dominant, and Dallas is 60% and Houston 63%. So the assumption is that there is a big 3rd generation and beyond group there, and there is definitely a country lifestyle. I'd say your suspicion is confirmed by the facts and that your anecdotal evidence is a reflection of a bigger truth.
 
You should see the new numbers... Movin' barely has 40% of the audience now that KZLA did when it went silent. I betcha Ricardo Diaz has never seen the likes of this stuff before!!!
 
Before everybody gets their panties in a wad, use some logical and critical thinking, what is happening is the country audience is being cleansed out, It is likely many of the diaries in fact were country listeners that HAD listened to KZLA for the last book, the next few books will the be the deciding factor.

And Emmis certainly isn't looking too bad, they didn't spend 400 million to acquire KZLA unlike other companies I know.
 
Joshua Messex said:
Before everybody gets their panties in a wad, use some logical and critical thinking, what is happening is the country audience is being cleansed out, It is likely many of the diaries in fact were country listeners that HAD listened to KZLA for the last book, the next few books will the be the deciding factor.

And Emmis certainly isn't looking too bad, they didn't spend 400 million to acquire KZLA unlike other companies I know.
Click to expand...

lol... the KZLA ratings were NEVER that low... Rick Dees and company may indeed have bitten off more than they can chew...
 
Actually, Rick Dees is thrilled with the new numbers.

After all these years of saying it and being wrong, he's finally right...

He really does have 7 listeners!!! ;D
 
StreetTalkinGuy said:
Actually, Rick Dees is thrilled with the new numbers.

After all these years of saying it and being wrong, he's finally right...

He really does have 7 listeners!!! ;D
Click to expand...

lol. let me see if I can name them all... "Chuey from La Puente", "Willard Wiseman"... uh, who are the other 5? ;)
 
Joshua Messex said:
Before everybody gets their panties in a wad, use some logical and critical thinking, what is happening is the country audience is being cleansed out, It is likely many of the diaries in fact were country listeners that HAD listened to KZLA for the last book, the next few books will the be the deciding factor.

And Emmis certainly isn't looking too bad, they didn't spend 400 million to acquire KZLA unlike other companies I know.
Click to expand...

Josh:

I respectfully (and partially) disagree. The last shift we saw that would've completely shifted cume was KDAY in 2004.

KDAY shifted from "La Sabrosa" in September 2004. The last month of KZAB was around a 0.5-0.6. The first month of KDAY - in a new language - was the same. The next month, KDAY was in the low 1's and stayed there for several months.

Plus, KMVN had the luxury of Dees, outdoor, and a Mt. Wilson signal in month 2 and saw no growth from month 1.

However, with that said, I AGREE that no one can judge yet. You have a very bright group of minds (Cummings, Steal, Zapoleon, Burns) putting this together and it needs at least six months before you react.

KCBS-FM's shift to "Jack-FM" was a quick and huge jump. But they kept a lot of "Arrow" cume.
 
researcher said:
Joshua Messex said:
Before everybody gets their panties in a wad, use some logical and critical thinking, what is happening is the country audience is being cleansed out, It is likely many of the diaries in fact were country listeners that HAD listened to KZLA for the last book, the next few books will the be the deciding factor.

And Emmis certainly isn't looking too bad, they didn't spend 400 million to acquire KZLA unlike other companies I know.
Click to expand...

Josh:

I respectfully (and partially) disagree. The last shift we saw that would've completely shifted cume was KDAY in 2004.

KDAY shifted from "La Sabrosa" in September 2004. The last month of KZAB was around a 0.5-0.6. The first month of KDAY - in a new language - was the same. The next month, KDAY was in the low 1's and stayed there for several months.

Plus, KMVN had the luxury of Dees, outdoor, and a Mt. Wilson signal in month 2 and saw no growth from month 1.

However, with that said, I AGREE that no one can judge yet. You have a very bright group of minds (Cummings, Steal, Zapoleon, Burns) putting this together and it needs at least six months before you react.

KCBS-FM's shift to "Jack-FM" was a quick and huge jump. But they kept a lot of "Arrow" cume.
Click to expand...

Sometimes though, even the brightest minds fail... who can forget Scott Shannon's "Pirate Radio" experience here in L.A.??? Zapoleon, et al indeed are respected in this industry, but to succeed here, you must adjust to change... or perhaps they simply have not reserached this "Movin" format properly and were doomed from the start???
 
They need to tweak the format to add more current dance to make this format STAND out. Period. Even if just 15 percent to start. Play D.H.T. I Go Crazy, some Mariah & Beyonce remixes instead of the originals, and mixshows.
 
Radiofan111 said:
They need to tweak the format to add more current dance to make this format STAND out. Period. Even if just 15 percent to start. Play D.H.T. I Go Crazy, some Mariah & Beyonce remixes instead of the originals, and mixshows.
Click to expand...

If the station does indeed stay under a 1.0 share - adding current Dance music won't help. That's always the answer dance lovers have...
 
researcher said:
Radiofan111 said:
They need to tweak the format to add more current dance to make this format STAND out. Period. Even if just 15 percent to start. Play D.H.T. I Go Crazy, some Mariah & Beyonce remixes instead of the originals, and mixshows.
Click to expand...

If the station does indeed stay under a 1.0 share - adding current Dance music won't help. That's always the answer dance lovers have...
Click to expand...

That would be true... most of what they are playing (last time I checked) were songs burnt beyond recognition... you need some currents to compete here...

And FYI, in case you didn't notice, the 33rd ranked station in the L.A. market (one spot ahead of Movin 93) is KFRG, yes Country KFRG out of Riverside!!! L.A. is obviously very country starved at the moment...
 
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