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Entravision to purchase Spanish WNUE 98.1

J

JMartin1970

Guest
According to a news piece in the Orlando Spanish daily newspaper CA based Entravision is days away from announcing the acquisition of WNUE 98.1 FM. It's also believed Mega Communications will also be selling its two Tampa AMs and getting out of radio ownership.

I wonder if Entravision keeps current Spanish format or brings in one of their syndicated formats?
 
Just a question, 98.1 has a rim shot signal. I have heard this rumor for awhile now and there is still no sale. Why do you think this is? They have to know that it will not be able to compete with 100.3 in the Spanigh format on a technical basis. I also believe the spanish community is over-served in Central Florida. I am just asking because I am of the belief that there is no need for 2 spanish radio stations in Orlando. Even though 98.1 does not get into the house in many of the south and west communities I can't imagine Entravision seeing their billing and being overly impressed. Even if they were to come here with an improved programming line up, technically they are behind the ball. Ofcourse, I am assuming many things starting with them keeping it spanish which would, again, seem like an uphill battle.
 
Last time I heard 98.1 was billing over $5,000,000 a year. Not bad for a rimshot. The station had been the spanish market leader for years but was hurt by WRUM. 98.1 still does very well in a market that is over 20% hispanic. I doubt 98.1 in Spanish will go away anytime soon. The only way I see them getting out of spanish is if CBS flips to spanish as they have done in Tampa and Washington.
 
I would love to see whether that 5 mil mark is a true figure, that would mean that there is close to 15 million in dollars for a Spanish Market in Orlando? I do know that they, for a few years, were a prominent force but when a true Orlando station came on, it's rating went down so I don't beleive that you would argue the signal discrepancy with me. With that being written that they were there (5mil) or above that makes sense back then...I beleive that to be less probable now, not calling you a liar, I just would like to see their books.
Another point about the hispanic population in Orlando and again if you think that I am wrong I welcome you to let me know. I think the Spanish crowd in Orlando, whether it be 20% is a majority young crowd. I think this because of the prominence of WPYO that goes after them. I also don't beleive the Spanish persons in Orlando to be very affluent. With all do respect I just don't see by driving around Orlando any large business's owned by Hispanics or a huge hispanic presence like I see when I go to Miami. They may be big in numbers but I wonder about how affluent Hispanics are in this market. One last point the Mexican population are counted as hispanics in this market. They do not listen to 98.1 or 100.3 because those stations play mainly tropical music and cater to the Puerto Ricans in Orlando. I would like to see a break down of races within the hispanic's in this area. I do think that this market was over due for a Spanish FM. 100.3 is a successful as was 98.1 before RUMBA came on...I just don't think 2 FM's are neccessary. Ultimately, I guess we will see if this Entravision deal will happen and what they do with it...
 
Not trying to take this post too far off-topic, but I agree that multiple FM spanish formats on stronger market signals should not be necessary for Orlando. If CBS were to give us a third, there would just not be any reason for doing it beyond the greediness around the potential revenue stream. There is no need for a third spanish format on such an exceptionally powerful signal. 95.3's signal coverage is better suited for it, and it seems to collect a chunk of Spanish listeners with the current hiphop format as far as I can recall. WRUM and WNUE can battle it out all they want, and I would just hope that one would eventually give in and allow for a mainstream format to return. I mean, K92 has no competition in-market. If anything WOCL should batter up towards that pitch, and not consider becoming a Spanish FM. (If that consideration was ever recently tossed around by CBS.)

Byron
 
Byron I don't beleive CBS is going Spanish with OCL if they do anything they will go back to Oldies. They had a management change in Corporate - Dan Mason is the President of the CBS Radio Division that happened this year. One of the first things he did was get rid of these exotic formats that Hollander implemented during his tenure. Look at KROC in New York. So I don't beleive CBS is in that exploration mode with the Orlando market especially with a format hole like Oldies. If I may add they did go Spanish in Tampa but that was before Mason got there so even though it's unlikely it's not out of the realm of posabilities. I also beleive that 98.1 has been claiming a larger billing than they actually have for awhile now. I don't have any proof, just speculating, but why would they sell a stand alone radio station that is billing 5 million a year with a rim shot signal? That doesn't add up...there audience is so fragmented I don't think they are billing that much. Their agency business got severly hurt by Rumba; if anything by combo buys that agency would rather do...so I can only conclude that they are putting up smoke and mirrors. I know they've wanted to get out of the radio business but this thing should of gotten done by now if they have such a radio station, I don't know how much they are asking for 98.1 but I do know they bought it for 15 million I guess they are asking for more than that... I wouldn't touch that station for that amount.
 
radio_connector said:
I would love to see whether that 5 mil mark is a true figure, that would mean that there is close to 15 million in dollars for a Spanish Market in Orlando? I do know that they, for a few years, were a prominent force but when a true Orlando station came on, it's rating went down so I don't beleive that you would argue the signal discrepancy with me. With that being written that they were there (5mil) or above that makes sense back then...I beleive that to be less probable now, not calling you a liar, I just would like to see their books.
Click to expand...

The price was $24 million, based on about $6 million in gross 2007 revenue projected to year end. The LMA starts tomorrow. Here is the press release.

Entravision has agreed to acquire Spanish CHR WNUE-FM (98.1)/Orlando from Mega Communications for $24 million. The company will begin operating the station under a Local Marketing Agreeement (LMA) with Mega on December 1. Entravision currently owns WVEN-TV (channel 26) and WOTF-TV (channel 43) in Orlando, the 11th market where it owns both radio and TV assets.

"We are very excited about further strengthening our Orlando cluster and increasing our leadership position in this fast growing market," said Entravision Chairman/CEO Walter F. Ulloa. "Given our existing media operations in Orlando, we are confident that we can operate WNUE-FM more cost efficiently, while maximizing cross-promotion opportunities for advertisers." (11-30-07)
 
That is interesting...I am amazed at how much money they are putting into this market for the Spanish demo. That is a good post David...
 
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