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New Spanish FM Radio Station hit the airwaves in north florida

Louis, do you think there is enough of a Spanish speaking audience in this part of Florida to serve and support this station?
 
Florida has a very large and growing Hispanic population although this applies mostly to South and Central Florida. There are, however, exceptions. I'm not sure of the Hispanic demographic in Perry and Taylor County although Tallahassee has a relatively large Spanish speaking population due, mainly, to FSU. If 107.7 can reach Tallahassee, I would say it has a decent chance of survival with the current format. It's difficult to say right now just how well 107.7 will fair with an Hispanic format as only time will tell the true story. I wish the station owners the very best in the station's overall success.

Mark Tillery
J. M. Tillery & Associates, P. A.
New York - Orlando
Online: www.jmtillery.com
Blog: http://jmtillery.blogspot.com
E-mail: [email protected]
 
This 107.7 FM spanish station is very new they started a few weeks ago. That all I know they play alot of varitey of spanish music. If ur in the eastside or the southeast side of Tallahassee u can hear it loud and clear. There some Hispanic people in Qunicy Florida as well in north florida big bend area.
 
jmtillery said:
Tallahassee has a relatively large Spanish speaking population due, mainly, to FSU.
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I'd hardly call 4.6% of the population for Tallahassee a "relatively large Spanish speaking population", but I do agree that it has grown from what it was in the past. Considering Gainesville was 6.4% as of 2000, there's a great percentage of the population base over there than there is in Tallahassee.
 
PhDance said:
jmtillery said:
Tallahassee has a relatively large Spanish speaking population due, mainly, to FSU.
Click to expand...
I'd hardly call 4.6% of the population for Tallahassee a "relatively large Spanish speaking population",
Click to expand...

In comparison to other geographical places in and around Florida, my quote was, and still is, correct in terms of marketing initiatives and overall. My quote contained the statement "Spanish speaking" and not Hispanic nor Latino. In other words, not all who speak Spanish are Hispanic or Latino. In this case your percentages may be off by several percenatge points in that your figures would not necessarily include ALL who speak Spanish; only those who are Hispanic or Latino.

On another note regarding this same subject, the term "large", "relatively large" or any variation thereof is relative. What is "large" or "relatively large" to one may not necessarily be "large" or "relativelary large" to another. It's a matter of a simple opinion or cognitive hypothesis.

Mark Tillery
J. M. Tillery & Associates, P. A.
New York - Orlando
Online: www.jmtillery.com
Blog: http://jmtillery.blogspot.com
E-mail: [email protected]
 
jmtillery said:
My quote contained the statement "Spanish speaking" and not Hispanic nor Latino. In other words, not all who speak Spanish are Hispanic or Latino. In this case your percentages may be off by several percenatge points in that your figures would not necessarily include ALL who speak Spanish; only those who are Hispanic or Latino.
Click to expand...

How could there be several percent of Spanish speakers who are not Hispanic? (Latinos may speak French, Portuguese, Kreyol, Papiamento, etc., as well)

While there may be a few Spanish teachers in schools who are not Hispanic but reasonably fluent, that's going to be a tiny, tiny group.

Generally, when we examine persons who are Spanish speaking who do not self identify as Hispanic or Latino on the Census, to Arbitron or even to various govenment entities, we find that it is because they do not like either of those terms. For example, were you to ask my daughters if they are Hispanic, they would say, "Hell no, we are Puerto Rican."

But the fact is that the OMB and thus the Census established a broad and vague term of "Hispanic" which defines all persons who come from a culture where Spanish was or is spoken. So, unless you have learned Spanish without learning and being part of the culture, you are Hispanic by the definition.
 
I was just trying to get an opinion on the format in Perry. As long as I can remember every station in Perry has always been up for sale. I remember getting a 4 page sales brochure on the old 1310 AM twenty five years ago. I remember the old WPRY was with a nice RCA designed studio/sales office with antiquated equipment. 1310 bought it, shut their transmission down, and moved everything to their little tin building, even changing tower locations to the previous 1310 tower. It had very little signal strength due to their ground radials.
 
You must be referring to Gene Ketring's WGKR-AM 1310 Country. WPRY-AM 1400 Top 40, if memory serves me correct, was owned by Harry S. Hagen with the studio, transmitter and tower located on Ash Street just North of Perry. Back in the late '70s, around 1979, WPRY came very close to sounding like a large market radio station. At least during the times I tuned in it sounded that way.

Mark Tillery
J. M. Tillery & Associates, P. A.
New York - Orlando
Online: www.jmtillery.com
Blog: http://jmtillery.blogspot.com
E-mail: [email protected]
 
Yes, WGKR bought WPRY in the 80s, and moved everything including the tower, studio, office and changed the format to pure country. WPRY was a good sounding station, during Harry's reign. The old Collins console in the production room was ancient, late 40s/ very early 50s vintage.
 
It is possible to play latin music with English-speaking announcers. It is also possible to play CHR or AC with a slight mix of latin music announced in either English or Spanish. I've heard both of these fomulas used and they appear to work as a method to appeal to both English and spanish speakers.
 
jmtillery said:
In this case your percentages may be off by several percenatge points in that your figures would not necessarily include ALL who speak Spanish; only those who are Hispanic or Latino.
Click to expand...
Or, my figures (actually, the government's figures) are several points HIGHER than the % of Spanish speaking respondents because not all hispanics speak spanish. Have you been to Tallahassee?
 
PhDance said:
jmtillery said:
In this case your percentages may be off by several percenatge points in that your figures would not necessarily include ALL who speak Spanish; only those who are Hispanic or Latino.
Click to expand...
Or, my figures (actually, the government's figures) are several points HIGHER than the % of Spanish speaking respondents because not all hispanics speak spanish. Have you been to Tallahassee?
Click to expand...

I've been to Tallahassee on numerous occassions. The last time I was there was within the past few months on business. It's interesting that as I drive up highway 27 over the rolling hills the first thing I see is the Captitol tower over the horizon miles before I actually hit the Tallahasee city limits.

I'll be the first to admit that Tallahassee has a unique radio market unlike any other market I have been involved. It does, however, have some similar attributes close to that of Gainesville. Again, much of this is due, in part, to Tallahassee being a state university academic community, same as Gainesville. The other factor is Tallahassee being the state Capitol which, or course, is in contrast to Gainesville.

You stated you are using the U. S. government statistics. Are you using the US Census findings for your figures, or are you using another government source? Multiple sources? Thanks... I'm looking forward to an update...

Mark Tillery
J. M. Tillery & Asociates, P. A.
New York - Orlando
Online: www.jmtillery.com
Blog: http://jmtillery.blogspot.com
E-mail: [email protected]
 
Kmagrill said:
It is possible to play latin music with English-speaking announcers. It is also possible to play CHR or AC with a slight mix of latin music announced in either English or Spanish. I've heard both of these fomulas used and they appear to work as a method to appeal to both English and spanish speakers.
Click to expand...

Absolutely!!! There are all sorts of variations in programming that will work. Anytime a broadcaster identifies an alternative type programming that definately fills a unique void in the marketplace, it's a safe bet you have a winner on your hands. Even taking mainstream programming and adding a unique "twist" that has an appeal thus creating a demand, presented correctly, standing out from the crowd creating a better radio station than anyone else, is another winning combination!

Mark Tillery
J. M. Tillery & Associates, P. A.
New York - Orlando
Online: www.jmtillery.com
Blog: http://jmtillery.blogspot.com
E-mail: [email protected]
 
PhDance said:
jmtillery said:
In this case your percentages may be off by several percenatge points in that your figures would not necessarily include ALL who speak Spanish; only those who are Hispanic or Latino.
Click to expand...
Or, my figures (actually, the government's figures) are several points HIGHER than the % of Spanish speaking respondents because not all hispanics speak spanish. Have you been to Tallahassee?
Click to expand...

I think I may owe you an apology. Apparently you misundertood me, and I apologize for not making my statement clearer. When I said your figures (or govenrments) "MAY" (not definately) be off by several percentages points, I didn't say those figures were lower nor did I say they were higher. In fact I didn't say in what direction those figures "may" be off. I simply said they "may" be off. And the key word here is "May" not "definate".

Also, English is the most common language in Florida (although Spanish is growing throughout the state), although I don't know the exact figures, I can say as little as 3% of Spanish speaking in the North Florida area would qualify as "rather large" when you take into consideration that not so long ago (within the past 30 years) there were probably only a handful, if any, Spanish speaking people in Tallahassee. This is another point I may not have made myself more clear in that I don't consider "rather large" to be the majority or even close. I consider other factors...

Example: Let's use radio ratings to illustrate my point.

When I started in radio many years ago, it was common for a single radio station pull down double digit ratings points. The very first radio station I programmed garnered a 21 share in our target demo. A 21 share is not anywhere near the majorty if you are looking at the total 100%. However, 1/5 the total radio listeners was considered "rather large" for a single station. Now with the influx of many more stations competing for the same listeners, if a station pulls in a 5 share (1/20) it is still considered "rather large" (considering other changes such as more stations) and may very well be enough to make the station pulling the 5 share, or one twentieth the total listeners, the number one station in the market even though 95-percent (the overwhelming majority) of the total listeners do not listen to said number one radio station.

Once again, I apologize that I did not explain my meaning more clearly. I hope this explanation better illustrates my intended meaning in my original post. Do you live in Tallahasse or the general area?

Mark Tillery
J. M. Tillery & Associates, P. A.
New York - Orlando
Online: www.jmtillery.com
Blog: http://jmtillery.blogspot.com
E-mail: [email protected]
 
I live on the east side of Tallahassee and have worked in the market since 1979.

I found the WGKR/WPRY information interesting, as we traveled throgu Perry this past weekend, right past WPRY on our way to a family reunion in Mayo, Fla.

WPRY is billing itself as "Bulldog 1400" these days. I believe it's an oldies-based format.

Never had a chance to visit WGKR-1310, although I listened to it in the summers during my visits to Mayo when I
was 10 or 11 years old. I liked country even back then!

Can't pick up 107.7, though. I'm 2 miles from WFSD-LP 107.9, located across from the federal prison on Capital Circle.
Louis has great antennas for DX'ing down in Crawfordville, I believe. We've corresponded a number of times.

Mark..if you come though Tallahassee again and have time, give me a holler. I'd love to meet'cha!
 
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