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now latin radio,96.3,97.9,93.1 playing all english artist music....now?really?

M

moreno

Guest
why are latin radio playing ktu,z100 music now and not before? i mean, what in the world happened? it used to be just latin artist, music and now you could hear all kind of english speaking artist! ...it took them two decades to play english speaking artist! why now? :D
 
moreno said:
why are latin radio playing ktu,z100 music now and not before? i mean, what in the world happened? it used to be just latin artist, music and now you could hear all kind of english speaking artist! ...it took them two decades to play english speaking artist! why now? :D
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It's all about changing demographics. Since about 2007, immigration has dropped to about zero, and there has been, in many markets a decrease in Hispanic population due to reverse migration.

So, the importance of second generation listeners grows, and the importance of first generation decreases, in the critical 18-49 demographic which generates sales for Spanish language stations.

In the past, station operators knew that second generation listeners shared with the general market stations, but they generally did nothing to hold them longer. Now, with the first generation pool shrinking, appealing to second generation listeners is vastly more important and that means creating blends that attract both first and second listeners, thus the crossover material.
 
because it's the music young Latinos like.

young Latinos prefer English and are more assimilated than people realize.

93.1 airs mostly English-language spots. At least they do when I tune in.
 
This is just another example of the homogenization of terrestrial radio, that for whatever reason, seems to be worse in the NY market compared to other cities. So this begs the question, do we really need 6 CHR stations? 92.3, 93.1, 96.3, 97.9, 100.3, 103.5
 
Speaking of 93.1, I heard freestyle music on the 5PM hour. According to their facebook, I saw a couple of posts of them branding themselves as "La Nueva 93.1"
 
d21ofnj said:
Speaking of 93.1, I heard freestyle music on the 5PM hour. According to their facebook, I saw a couple of posts of them branding themselves as "La Nueva 93.1"
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"La Nueva" sound so Regional Mexican. I wonder why they would do this?
 
LLL said:
because it's the music young Latinos like.
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That's not true. "Young Latinos" is not a monolithic group. "Young Latinos" in the Southwest are broadly divided into two groups, born in the US and immigrants. Immigrants in that part of the US generally bring the taste for regional Mexican music with them, and have no use for English. Those from Central America may bring a liking of reggaetón. Those born here will like CHR, Churban and rhythmic stations.

young Latinos prefer English and are more assimilated than people realize.
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If they are born here, generally, yes. If they are immigrants, then anything goes. But most Mexican immigrants (about the only growth anywhere in the US) they come with a liking of regional Mexican or Mexican-style Spanish language pop... not music in English.

93.1 airs mostly English-language spots. At least they do when I tune in.
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That is a client level decision, not a programming one.
 
LLL said:
"La Nueva" sound so Regional Mexican. I wonder why they would do this?
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How would a pop music listener in the New York market know that a few regional Mexican stations in the Southwest... where 99.9% have never been.... brand as "la Nueva?"

"La Nueva" was the name for a regional FM in LA that went on the air in 1997... and which no longer uses that name. It is also a name for stations in Las Vegas, San Diego and Phoenix... not for stations in Mexico. And not a name associated with anything in the New York metro.
 
DavidEduardo said:
LLL said:
"La Nueva" sound so Regional Mexican. I wonder why they would do this?
Click to expand...

How would a pop music listener in the New York market know that a few regional Mexican stations in the Southwest... where 99.9% have never been.... brand as "la Nueva?"

"La Nueva" was the name for a regional FM in LA that went on the air in 1997... and which no longer uses that name. It is also a name for stations in Las Vegas, San Diego and Phoenix... not for stations in Mexico. And not a name associated with anything in the New York metro.
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Thank you.

It sounds Regional Mexican to me, even if one has never been to Stockton or San Antonio. If a station becomes "Magic" I would assume it's AC or "The Bone" or "X" would be rock. That's the point of branding. It is supposed to communicate the format to the listener and advertiser. "La Nueva" sounds Reg Mex more than any other Spanish format to me.
 
LLL said:
It sounds Regional Mexican to me, even if one has never been to Stockton or San Antonio. If a station becomes "Magic" I would assume it's AC or "The Bone" or "X" would be rock. That's the point of branding. It is supposed to communicate the format to the listener and advertiser. "La Nueva" sounds Reg Mex more than any other Spanish format to me.
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There is no La Nueva in San Antonio, and I can't even remember from month to month what is in Stockton. "La Nueva" is just neutral... could be pop, or any form of contemporary programming. Overall, it is not a very strong brand... it was originally intended to last only about a year or so, but it just would not go away.

For regional, there is no stronger statement than Ke Buena, which mixes a positive word with a colloquial / vernacular expression.

Just look at names like "Mega" which goes from Spanish rock in Argentina to AOR in Venezuela to CHR in Miami, AC in Houston and Dallas and Chicago to a former rhythmic oldies in LA.

Names like "the Bone" that involve double entendres are obviously rock, but ones like KISS can be Urban, rhythmic, AC, CHR, Churban and such even country... depends on the market.
 
borderblaster said:
David, out of curiosity, what is the advantage for clients to use English language copy on Spanish language stations?
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The reasons for use of English copy are various...

- savings in doing separate creative.
- same message with no confusion
- feeling that it reaches the more upscale consumers.

All these are right to some extent and wrong on many counts.

Bilinguals and Spanish dominants whose mother tongue is Spanish will be sold more effectively in Spanish... there are researched emotional ties.

English copy often uses idiomatic expressions not used by Hispanics or kinds of humor that fall flat.

English copy may sell features important to one group, but the selling point to another may be very different requiring separate creative. This is even nuanced.. "fresh" (fresco or frescura) is not a selling point but "smells clean" (huele a limpio or olor a limpio) does sell. Failure to use separate creative is the biggest failure.
 
LLL said:
DavidEduardo said:
LLL said:
"La Nueva" sound so Regional Mexican. I wonder why they would do this?
Click to expand...





It sounds Regional Mexican to me, even if one has never been to Stockton or San Antonio. If a station becomes "Magic" I would assume it's AC or "The Bone" or "X" would be rock. That's the point of branding. It is supposed to communicate the format to the listener and advertiser. "La Nueva" sounds Reg Mex more than any other Spanish format to me.
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It sounds like a Regional Mexican name brand to me as well. Univision Radio has more than a few Regional Mexican formatted stations with that name brand:

http://lanueva1059.univision.com/

http://lanueva1035.univision.com/

http://lanueva1065.univision.com/

http://lanueva1035.univision.com/
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ansky212 said:
This is just another example of the homogenization of terrestrial radio, that for whatever reason, seems to be worse in the NY market compared to other cities. So this begs the question, do we really need 6 CHR stations? 92.3, 93.1, 96.3, 97.9, 100.3, 103.5
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There are two mainstream CHR stations in New York: Now and Z100. 93.1, 96.3 and 97.9 are various flavors of Spanish-language radio that I'll let David define if he wants to. KTU is either rhythmic CHR or hot AC, but CC wouldn't have the exact same format on two stations in the market.

I don't know what your point is, but if it is a call for country/active rock/modern rock formats, New York just isn't a country town and active and modern rock are formats that appeal to an audience that is hostile to terrestrial radio and do not appeal to advertisers--and goes for everywhere in the U.S.
 
Mark Jeffries said:
93.1, 96.3 and 97.9 are various flavors of Spanish-language radio that I'll let David define if he wants to. KTU is either rhythmic CHR or hot AC, but CC wouldn't have the exact same format on two stations in the market.
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Hot AC, Churban and Urban would be the English format names respectively.
 
Barry said:
Are there any significant differences in the programming of X96.3, and La Mega 97.9?
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Yes.

It's sort of like the difference between an Urban and a Churban station. They seem the same to an outsider, but the differences to a listener of either type of format are very notable.
 
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