Former Indie 103.1 PD Max Tolkoff commenting on radio and the demise

[davideduardo]

Bill Handel and J&K of KFI, said spanish stations don't pay much, or charge much for their ads, and the people spend alot of time hugging each other.

Actually, at the present time, I would say that air talent on the significant Spanish language stations averages equal or better pay than general market ones, and there are fewer dayparts that are voice tracked. Sellers and managers earn market averages for their ratings level.

Commercial time is very close to a one power ration now, as the gap has been closed in the last decade.

And yes, the people are warmer and friendlier.

 

[radioresearcher]

Bill Handel and J&K of KFI, said spanish stations don't pay much, or charge much for their ads, and the people spend alot of time hugging each other.

Actually, at the present time, I would say that air talent on the significant Spanish language stations averages equal or better pay than general market ones, and there are fewer dayparts that are voice tracked. Sellers and managers earn market averages for their ratings level.

Commercial time is very close to a one power ration now, as the gap has been closed in the last decade.

And yes, the people are warmer and friendlier.

David - the last BIA numbers I saw didn't show that. KIIS and KROQ both billed well north of $50 million. I don't recall seeing KLVE or KSCA billing that high. Also, KRCD is now the #1 25-54 station in Univision. I can't imagine it is billing in the same range as the other two - but you would know better.

 

[davideduardo]

Actually, at the present time, I would say that air talent on the significant Spanish language stations averages equal or better pay than general market ones, and there are fewer dayparts that are voice tracked. Sellers and managers earn market averages for their ratings level.

Commercial time is very close to a one power ration now, as the gap has been closed in the last decade.

And yes, the people are warmer and friendlier.

David - the last BIA numbers I saw didn't show that. KIIS and KROQ both billed well north of $50 million. I don't recall seeing KLVE or KSCA billing that high. Also, KRCD is now the #1 25-54 station in Univision. I can't imagine it is billing in the same range as the other two - but you would know better.
[/quote]

The power ratios of the better Spanish language stations in LA have been increasing for the last decade, going from around .6 to today's .8 to .9. Both KSCA and KLVE were at close to .9 last year, which is better than stations like KRTH, KBIG and KLOS to cite several examples.

Revenue lags ratings, so KRCD will be up there within the next half year to 9 months, assuming the ratings hold... it is already beating KSCA.

In some markets, like Houston, Spanish language stations are getting over a 1 power ratio... and, of course, in Miami, the ratios are nearly a 2:1 for the leading Spanish language stations.

 

[radioresearcher]

Actually, at the present time, I would say that air talent on the significant Spanish language stations averages equal or better pay than general market ones, and there are fewer dayparts that are voice tracked. Sellers and managers earn market averages for their ratings level.

Commercial time is very close to a one power ration now, as the gap has been closed in the last decade.

And yes, the people are warmer and friendlier.

David - the last BIA numbers I saw didn't show that. KIIS and KROQ both billed well north of $50 million. I don't recall seeing KLVE or KSCA billing that high. Also, KRCD is now the #1 25-54 station in Univision. I can't imagine it is billing in the same range as the other two - but you would know better.

The power ratios of the better Spanish language stations in LA have been increasing for the last decade, going from around .6 to today's .8 to .9. Both KSCA and KLVE were at close to .9 last year, which is better than stations like KRTH, KBIG and KLOS to cite several examples.

Revenue lags ratings, so KRCD will be up there within the next half year to 9 months, assuming the ratings hold... it is already beating KSCA.

In some markets, like Houston, Spanish language stations are getting over a 1 power ratio... and, of course, in Miami, the ratios are nearly a 2:1 for the leading Spanish language stations.
[/quote]



KSCA really seems to be challenged right now. It has the best signal of any Regional station - yet gets beaten by the Liberman trio of Class A's and KLAX. At what point might it be prudent to move the top station (KRCD) on to the Mt. Wilson stick. With so much on the line with Piolin, that might not happen - but I don't remember KSCA this low since Renan left for KLAX.