Final Days for Movin 93.9?

[davideduardo]

I find it interesting that up until now, there are only TWO Mt. Wilson signals broadcasting to a Spanish speaking audience. I know that the 12+ audience share for Spanish language radio in LA is around twenty-five percent. I'm sure 18-49, it's probably higher.

KLAX and KXOL are also class B stations, although not on the mountaintop (but as good as KYSR and KROQ, which are also not on Wilson.

There are about 33 18-49 shares for Spanish language stations in LA.

What percentage of revenue is going to the Spanish Language broadcasters in the Los Angeles market? I guess we could include KXOL in that since although most of their announcing is in English, David Eduardo has stated that most of their listeng comes from Spanish dominant housholds.

Last year, the Spanish language stations billed about $220 million out of just under $1 billion in total market revenues. Like most large Hispanic markets, the Spanish language stations are approaching parity with the general market ones.

KXOL is considered more a Spanish language station, as it has no non-Hispanic listeners and much of its music is in Spanish.

 

[4UH8SIMBKAGN]

What Will Happen To The DJ's

I Think Rick dees Will Go Over To Amp Atleast Weekly Top 40 (CHR)

There is one place he could place his Weekly Top 40, Pulse 87.7.

 

[rwagoner]

I guess the great music on 93/9 HD 2 is going to be history as well. Too bad.

Great thing about Emmis: you know they haven't a clue and their successes are accidents.

Richard Wagoner

 

[radioresearcher]

I guess the great music on 93/9 HD 2 is going to be history as well. Too bad.

Great thing about Emmis: you know they haven't a clue and their successes are accidents.

Richard Wagoner

It's really pathetic that all everyone wants to do is dump on Emmis. Movin' clearly had a very rough first two years, but the station showed pretty significant growth 25-54 in the meter - especially the last several months when they shifted more toward 80's.

They were within a half share of KLOS, KHHT, and JACK 25-54 in recent weeks. Those are some pretty successful stations in this market.

I applaud Rick, Jimmy and their team for making modifications. They almost doubled the 25-54 shares from September to February.

They did all of this without marketing - so they had to do this with their existing cume.

My belief is 93.9 was finding a niche and was starting to pull from some stations. It's sad that we are losing a station that had begun to develop a unique sound.

 

[rwagoner]

That's my point. Emmis dumps it just when they start doing something. Upper management at Emmis is awful and always has been awful, even when I was an intern at Magic 106 and heard Rick Cummings explain that they would take on KIIS-FM by not being like them. Worked great ...

 

[MarkW]

It's really pathetic that all everyone wants to do is dump on Emmis. Movin' clearly had a very rough first two years, but the station showed pretty significant growth 25-54 in the meter - especially the last several months when they shifted more toward 80's.

They were within a half share of KLOS, KHHT, and JACK 25-54 in recent weeks. Those are some pretty successful stations in this market.

So I guess we are supposed to completely ignore...

--Movin's botched execution from the get-go that lasted a couple years if not more,

--Their decision to flip a moderately successful Smooth Jazz station in NYC (with low overhead, I might add)to a terrible trainwreck of a AAA format that is near the bottom of the pack in terms of ratings and revenue,

--Their complete mismanagement of Q101 in Chicago?

--The various incidents that have occurred at Hot 97 over the past several years?

I applaud Rick, Jimmy and their team for making modifications. They almost doubled the 25-54 shares from September to February.

They did all of this without marketing - so they had to do this with their existing cume.

Sounds like to me then that these individuals deserve the credit, not Emmis as a company.

 

[calguy]

Emmis screwed the pooch on 93.9 from the start. Talk about terrible decisions, marketing that was even worse and a format that was dead on arrival. Lets see, first Emmis acquires the station, takes a format that while not billing as high as one would like, was still bringing in a profit and blows it up in favor of the flavor of the month format whose audience was already being served at the time by KBIG and proceeds to do it so poorly that it takes years to generate any numbers even after KBIG changes format. Guess CC knew a little more about that style of radio than Emmis did because they dropped it.

Now another English station bites the dust in favor of foreign language. No offense, but I don't speak Spanish, so for me it's another frequency lost.

Oh and I almost forgot, this may be the final nail in Rick Dees coffin. As we've all known for years, Dees blew it when he didn't make the deal to go to KRTH, now he looks as if he'll finish a stellar career with a whimper.

Emmis should consider getting out of the radio business altogether. Either that or bring in some programming people who actually know what they’re doing…

 

[Neel]

Yeah, I don't get why everyone bashes Movin'. Who cares if the station's mismanged or whatever, it was good to have a station playing 80s. I speak Spanish but don't care for any of the music...so like someone else said, it's one more lost frequency and just narrows the choices on the dial. I would rather have English anything over Spanish radio any day.

 

[elchupacabras]

Yeah, I don't get why everyone bashes Movin'. Who cares if the station's mismanged or whatever, it was good to have a station playing 80s. I speak Spanish but don't care for any of the music...so like someone else said, it's one more lost frequency and just narrows the choices on the dial. I would rather have English anything over Spanish radio any day.

You speak Spanish. Great!! And? While there are more and more people who speak the language they may not fall into the demographic. Cultural and demographic factors are of more interest to programmers, as they typically determine what type of format and direction a station takes. The reason you prefer Anglophone programming is probably based on YOUR tastes.

 

[H82BL8]

At a monthly lease rate of $585,000 per month, not including payroll, taxes, insurance and other costs, can you sell 30% of your time and get $75-$80 per minute in LA?

 

[davideduardo]

At a monthly lease rate of $585,000 per month, not including payroll, taxes, insurance and other costs, can you sell 30% of your time and get $75-$80 per minute in LA?

Let's look at a station like KIIS, which billed around $60 million last year.

That's $5 million a month, or $1.25 million a week, via straight math (obviously, there are good and bad months and weeks and days...)

Or, roughly $200 k a day. Most sales are in 5 AM to 7 or 8 PM... maybe 15 hours at best. 10 spots an hour, 12 in drive. That's about 170 spots a day. So you can see that the spot rate on KIIS is going to be in the $600 to $1000 range, each.

That's a station with around a 5 share. Do the math, and a station with a 2.5 could bill in the mid-$20 million range, with a spot rate of around $300 to $500...


There are a lot of other variables, like the demos a station gets... sales are not made on the 12+ numbers, of course, and some stations sell better than others. But I wanted to give you an idea of what the potential is.

Regional Mexican formatted KBUE, KLAX and KSCA are all reported to have billed in the $30 million range last year, with one of them around $38 million.

 

[davideduardo]

You speak Spanish. Great!! And? While there are more and more people who speak the language they may not fall into the demographic. Cultural and demographic factors are of more interest to programmers, as they typically determine what type of format and direction a station takes. The reason you prefer Anglophone programming is probably based on YOUR tastes.

You make a great point. Music taste is often very separate from language abilities. Music taste is formed in early and mid adolescence. From there, it progresses or morphs but is still fairly consistent.

So, the idea some have that as immigrants learn English that they will suddenly like American music is just wrong. Most will continue to like the music they grew up on, although they may adopt similar American music in some cases. But a person who grew up on Colombian Vallenato and Cumbia or Mexican rancheras and norteñas will not suddenly start cuming KROQ or KOST or KIIS.

Anecdotally, I like cumbias and Latin Pop... that was what I listened to as a teen and programmed when I got my first position at 17. I also played US pop songs on one station, so I like a smattering of Motown and British Invasion and such. My tropical tastes grew to include vallenato (after being at the first Festival de la Leyenda Vallenata) and salsa, but I could not stand even 15 minutes of KIIS, KROQ, KLOS or similar stations. I can tolerate KOST and KBIG, as they sound somewhat like Latin Pop and AC... Of course, I do not think I can find a parallel for my pasillos, pasacalles yaravis, sanjuanitos and albazos...

 

[elchupacabras]

Of course, I do not think I can find a parallel for my pasillos, pasacalles yaravis, sanjuanitos and albazos...

or gaita, porra, chamamé, zamba, tango, cueca....

 

[BC_714]

Juan Gabriel 24/7!!!

 

[elchupacabras]

Juan Gabriel 24/7!!!

Unless it were a "recuerdo"/adult hits based format, which they have so far said it won't be, no chance of that. The last hit I remember playing from Juan Gabriel was a few years back with the Kumbia Kings, "No Tengo Dinero." "Así fue" mi amigo, no "Amor Eterno" 24/7! Un "Farsante" que ha ido a la "Noa Noa."

 

[airpab]

L.A. (Mexico City North) radio continues the transition from pre-dominantly English speaking to pre-dominantly Spanish speaking!

The takeover of California continues!!

 

[sfradio]

L.A. (Mexico City North) radio continues the transition from pre-dominantly English speaking to pre-dominantly Spanish speaking!

The takeover of California continues!!

Yeah I have no problem with spanish formats, but come on, dosen't LA have enough regional Mexican, Spanish ac and Spanish pop stations already? movin is at least different

 

[elchupacabras]

L.A. (Mexico City North) radio continues the transition from pre-dominantly English speaking to pre-dominantly Spanish speaking!

The takeover of California continues!!

Obviously haven't read history. Los Angeles' real name is: El Pueblo de Nuestra Señora la Reina de los Angeles de Porciúncula.
http://www.laalmanac.com/history/hi03a.htm

California was initially Alta California a long time before the gold rush days. So who took over whom?

 

[SuperRadioFan]

OK David or elchupacabras I'm sure one of you or both know the info... What percentage of the LA market (Arbitron 12+) is Spanish-speaking only (no English or barely a little English)? I assume your answer could/would include a breakdown of estimates legally here vs illegally here. David: We realize that Arbitron doesn't or can't include undocumenteds but just for the hell of it include them OK? Us English monolinguals would be interested in knowing!

 

[elchupacabras]

OK David or elchupacabras I'm sure one of you or both know the info... What percentage of the LA market (Arbitron 12+) is Spanish-speaking only (no English or barely a little English)? I assume your answer could/would include a breakdown of estimates legally here vs illegally here. David: We realize that Arbitron doesn't or can't include undocumenteds but just for the hell of it include them OK? Us English monolinguals would be interested in knowing!

Here is an interesting article breaking it down on a linguistics basis as well as a look at the entire Hispanic population in the LA dma:
http://www.hispanicmarketweekly.com/featureArticle.cms?id=1107

The stats are from July of 2008.

We'll probably get a better breakdown after the 2010 census.