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Norsan Media Acquires Magic 106.3

I certainly didn’t see a Spanish operator taking over 106.3. This will put a big hurt on 1070/94.9, and especially 102.9 with its rough signal.

Does anyone go AC? Does Audacy move Magic somewhere else? Streetz 99.5 is coming up on one year and the ratings have been abysmal. 104.9 Fox Sports has never gained any traction. AC is still quite a viable format. iHeart failed with it (after years of success) on 102.5 and it struggled on 98.9/106.3 in recent years, mainly due to neglect.
 
Also, this leaves the 101.5 and 95.1 translators Audacy has been relaying Magic on without any programming, I guess? Common sense would say put The Fan on them for full market coverage. Wonder what Norsan will do with 910/105.7?
 
TheBigA said:
The good news is it's not going to a religious broadcaster. The bad news is it's going to a Hispanic broadcaster.
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Why is that "bad news"? Don't Hispanics deserve a good level of service in every market that will support one or more stations?
 
101tm said:
I certainly didn’t see a Spanish operator taking over 106.3. This will put a big hurt on 1070/94.9, and especially 102.9 with its rough signal.

Does anyone go AC? Does Audacy move Magic somewhere else? Streetz 99.5 is coming up on one year and the ratings have been abysmal. 104.9 Fox Sports has never gained any traction. AC is still quite a viable format. iHeart failed with it (after years of success) on 102.5 and it struggled on 98.9/106.3 in recent years, mainly due to neglect.
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I think its Game Over w/Audacy moving Magic to another Frequency. I think at some point Audacy will move the Block to 93.3 and sell those translators. With Magic ending, I wonder if B93.7 will move from Top 40 to Hot AC.
 
Norsan Media has stations in North and South Carolina as well as Florida, and has recently expanded to Austin, Texas where it has three signals. I’ve wondered if they might be a possible suitor for the Estrella Media radio group which is supposedly up for sale.
 
DavidEduardo said:
Why is that "bad news"? Don't Hispanics deserve a good level of service in every market that will support one or more stations?
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I think it could be considered "bad news" because many of us, myself included, had hoped the AC format would continue and Audacy would find a way to keep the station. However they don't seem to want to go through that process, or the ability to get the FCC to recognize WTPT as out of market didn't appear to be feasible. I don't consider getting a Spanish station bad news. Magic going away is.

I don't see WFBC going Hot AC or The Planet going away. TRG are successful and they also carry them on a few of their other stations in other markets. There isn't really an alternative to Magic. The Lake is mostly classic rock, B hasn't really embraced the gold CHR approach. We're losing a lot of variety neighboring markets have. Can't believe we aren't going to even have a basic format like AC anymore. Charleston, Charlotte, Columbia, and even Myrtle Beach have more format variety than the upstate is going to have or even has.
 
that will problem will end the 2 months of all christmas music on 106.3 november to december

i knew wspa fm wouldn't last long when they move wspa fm from it 98.3 fm to 106.3 that same way happen when entercom got the wspa radio stations they move the news talk word am 910 to the wspa am 950 and move the wspa am 950 to the am 910 then they end up sold the woli am 910 and now wspa fm magic 106.3 sold and they may will have to change the wspa fm call
 
The market had a Spanish station from 2005-2020 on a class A (now WSHP). The station was sold and upgraded to a C3. I don’t know how well they did though. The sound quality was rough and I think they had technical issues rather frequently, but I may be wrong. Davidson Media owned it for a decade or so, then some other investors did before selling it to the His Radio folks. It was leased out and operated by someone else.
 
i sent magic a message on facebook they reply back and said

Sunday night at midnight. the radio station will change formats. Magic will flip to digital only meaning that you will still be able to hear the regular playlist on our Audacy app and through a smart speaker.


and 106.3 fm will be spanish on radio
 
TheBigA said:
It's bad news for all the posters here who don't Habla Espanyol. Is the percentage of Hispanics enough to pay for two stations?

There are 84,000 Hispanics in a market of over a million people.
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With the recent influx of Hispanic immigrants, many have relocated to smaller markets with agricultural and light industry. The feeling is that in some markets, the number of Spanish dominant Hispanics has increased well over 50%. While they may not be "legal" they are consumers and certain kinds of advertisers want to reach them.
 
With the end of Magic 106.3 on the FM dial as we know it after Sunday. Audacy will have 3 total AC's with the moniker Magic ( 101.9 New Orleans, LA and 106.7 Boston, MA) or Majic (95.5 Austin, TX).
 
Mediafrog+ said:
Norsan Media has stations in North and South Carolina as well as Florida, and has recently expanded to Austin, Texas where it has three signals. I’ve wondered if they might be a possible suitor for the Estrella Media radio group which is supposedly up for sale.
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They are really small market operators and their formats and formatics are pretty basic and cheap. They use some syndicated shows, and because of that they don't have very good "stationality".

Their highest billing stations are all reggaetón and salsa, which works where there are Puerto Ricans, Domincans, Venezuelans, etc. But where there are Mexicans... not so attractive.
 
One issue Norsan will have with this signal is the vast majority of the Spanish speaking population is on the edge of the 60dbu or right outside of it in western Greenville County and eastern Pickens county along the US-25 corridor, and the vast majority are of Mexican descent. The current (and previous class A) did not have this issue and their signals were actually the strongest there. 106.3's signal is best in the middle class to upper middle class suburbs in Greenville and western Spartanburg County which made it a perfect fit for conservative talk or AC. I'm not sure about the population in Spartanburg.

I'm assuming the "online Magic" will not be broadcast on 98.9-HD2 and/or 93.7-HD4, so I guess Audacy will shut those channels off.

DavidEduardo said:
They are really small market operators and their formats and formatics are pretty basic and cheap. They use some syndicated shows, and because of that they don't have very good "stationality".

Their highest billing stations are all reggaetón and salsa, which works where there are Puerto Ricans, Domincans, Venezuelans, etc. But where there are Mexicans... not so attractive.
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Out of curiosity, David, is there a specific Spanish genre that overall has the highest billing generally? Such as Regional Mexican, Tropical, etc? I may be totally off here, but tropical stations seem to get more investment from larger operators.

I'd say Norsan got quite a good deal on 106.3.
 
101tm said:
Out of curiosity, David, is there a specific Spanish genre that overall has the highest billing generally? Such as Regional Mexican, Tropical, etc? I may be totally off here, but tropical stations seem to get more investment from larger operators.
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"Tropical" is a misnomer. Tropical can be Puerto Rican salsa, Dominican Merengue and Bachata, Colombian Cumbia and Vallenato and lots more.

But in general, the various tropical formats that exist are in markets where the preedominant population is from the Caribbean Basin. That means the East Coast.

In the Southwest and among the Mexican origin populations of the Midwest and, more recently, the South, the big format is Regional Mexican.

Tropical that includes Domincan and Püerto Rican music is now more of a 40 and over format. The 18-39 group tends to favor reggaetón, a derivative of Jamaican reggae and Panameñan hip-hop from the 80's. It matured in Puerto Rico and is now the youth music of all Latin America.
 
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