With the recent stories concerning the growth of the Hispanic population what does this mean to Norsan in Charlotte and Greensboro? His stations in Charlotte seems to be just hanging on with WNOW from Gafney continuing to pull about the same numbers. In Greensboro they have the same format as Charlotte and the numbers are about the same. Is there no seasoned broadcast professional on board with Norsan to help guide them into the forefront of this ever growing Hispanic Market? Huge amounts of money seem to have been spent in these two markets for the Norsan stations but the return does not seem to be keeping pace with the expense! The 18-34 demo is the dominant demo for this format and it seems to have been lost on these stations.
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Hispanic
- Thread starter nuffsaid
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I guess if you want to reach the Hispanic population you will buy a schedule on one or more of these stations without looking at a rating book. Is there enough demand to make a profit? I don't know. ???
I should have gone inside and asked, but there's a Mexican restaurant that plays music similar to the "Regional Mexican" format through speakers you can hear outside. I was enjoying it as I walked back and forth for exercise, passing the restaurant every few minutes. It must have been a radio station because peope were talking. I heard one person say, "That's true." Later, it sounded like AC but with Spanish lyrics. It could have been Sirius/XM, though.
Incidentally, I once heard a song on one of these stations where they had people talking in the middle about crossing the border into the United States. I know because that part of the song was in English. It was a funny song.
Incidentally, I once heard a song on one of these stations where they had people talking in the middle about crossing the border into the United States. I know because that part of the song was in English. It was a funny song.
I don't really understand Spanish, but listening to !05.3 and 106.1, it's pretty apparent these stations program MOR/AC music---music not so popular with the younger demo, (correct me if I'm wrong) and seem to get very poor ratings for their efforts. 102.3, OTOH, seems to feature a hipper playlist. Of course, 102.3 is an extreme class A rimshot and only covers Union County well, so their ratings, though poor, seem to show a demand for younger demo music. It looks like the other two would smell the coffee!
This is my point esactly! Norsan owns all of these stations and they are all housed in the same building in Charlotte. That part of the deal is fine, consolidate and use one facility rather than two or three offices. There seems to be a shotgun blast to the Hispanic community from Norsan. Let's put a number of things out there and see what sticks. As far as I can tell from the ratings that I have seen, they are not making a difference in the Charlotte Market and far under performing in the Greensboro Market. Guuess that's his (Norsan's) problem and not mine.
Based on what little I know of the formats and listeners, Regional Mexican is very popular among the recent immigrants and older crowd as it has a hometown sound, sort of like a mexican version of country music so to speak. 106.1 supossedly plays a tight playlist of the 20 most popular RM songs while 105.3 plays a wider variety.
The younger folks and children of immigrants are more inclined to adopt the language and stuff that's locally popular and listen to the english pop and urban stations just as much as their American friends do. While 102.3 may be a button on their settings, they are just as likely to enjoy 95.1, 96.1 and Power 98 just as much, if not more.
Norsan and Davidson may not have the biggest numbers in Charlotte, but they have a lock on the specialized market they are trying to target.
The younger folks and children of immigrants are more inclined to adopt the language and stuff that's locally popular and listen to the english pop and urban stations just as much as their American friends do. While 102.3 may be a button on their settings, they are just as likely to enjoy 95.1, 96.1 and Power 98 just as much, if not more.
Norsan and Davidson may not have the biggest numbers in Charlotte, but they have a lock on the specialized market they are trying to target.
Yes they may have a lock on the Hispanic market but that may not relate to revenue income. This is very much like Urban radio in the early days when they survived off the Urban community before they branched out and started asking for "general" market dollars. Norsan should be operating as a general market radio station and branch out to extend the greedy hand for all the revenues they can garner.
Interesting topic. I'm going to have to deferr to Norsdan and figure they know what they're doing. From what I can tell, they are operating somewhat like the urban stations of the 50s and 60s. They seem to be airing lots of ads for small community (mom and pop) businesses, just like the urban stations of old. In that case, they don't have to depend on ratings as much. And to expand the topic, what about Hispanic OTA TV in Charlotte? I understand Charlotte is by far the largest TV market to have absolutely NONE. I had also heard several years ago that WCNC was going to put Telemundo on one of their digital subchannels. Of course, that never happened. Political pressure may have prevented that. A number of Belo stations in other markets do have Spanish language subchannels.
I too am surprised on Charlotte and the Spanish TV front. I have heard Norson or Davidson is planning on venturing into that field real soon, perhaps with an LPTV signal of one of the networks. Then again with digital cable, DirecTV, and other new media options these days, this may be as urgent a start-up at it once was. Still, why none of the local channels don't have a Spanish network on one of their subcarriers is mysterious. Politics or not, the market is definitely here for something like this.
I would agree Charlotte needs a Spanish TV station. But can we get Ion first?
There are a lot of immigrants around, but like you said too, I don't think it's an urgent start-up situation.The danimal said:
All the South/Central Americans I have known already have satellite, and can get Spanish channels that way. They seem more interested in national entertainment/news from there, and have already figured out where locally to get the products and stuff they get from their home countries.
In Fayetteville, we get WUVC Univision 40, and they have an LPTV from Raleigh on their subchannel. But I don't know that I've ever seen a local commercial flipping through there the last six months.
There are a number of Hispanic stations in Charlotte and none of them have managed go garner anything more than a 2 share. How in the world would a Spanish TV station show positive cash flow when the radio stations which are far less expensive to operate are just getting by. Charlotte is a 125 - 150 million broadcast revenue market and I would say there isn't one Hispanic stations that does 2! Norsan pays huge dollars each month to George Buck for the right to throw money out the window for WLOS.
I don't live in Charlotte. I recently drove inside the pre-1990s city limits for the first time in 14 years. And while I don't work for the newspaper, I do read what Mark Washburn says.BIG APE said:
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