Pasion 106.7

[JeremyAndrews]

Ironicly enough

http://www.suntimes.com/output/feder/cst-fin-feder201.html<P ID="signature">______________

AIM: JeremyA1069</P>

 

[JustinT]

> Ironicly enough
>
> http://www.suntimes.com/output/feder/cst-fin-feder201.html
>

I wonder if CCU was thinking about bringing "La Preciosa" to Chicago. 103.5, anyone?

Either way, this concept of a Spanish Oldies really seems to have been spreading lately. As David Eduardo will certainly claim, the Spanish Oldies format was first pioneered at HBC's Recuerdos 103.9/98.3, a former Jammin' Oldies-ripoff outlet owned by Cox in Los Angeles. With Clear Channel creating the La Preciosa network out of San Jose, and now Entravision's Jose: Toca Lo Que Quiere network of old "Radio Tricolor" stations, this format seems to be the flavor of the month.

Pasion had great ratings from the start, but I guess the format (Spanish AC) has a high burnoff factor. Perhaps it's something with the repetition of the playlist? Spanish AC never really flew here in Boston either, where Mega Communications' "Amor 890" was always miles below the rest of the Spanish competition, though one would likely conclude that Pasion was of a more Mexican-pleasing varient than Amor.

Either way, the ratings of the new and old Pasion(es) are destined to be miles ahead of those for The Fish, though the presence of K-Love couldn't have really helped WZFS.

 

[davideduardo]

> > Ironicly enough
> >
> > http://www.suntimes.com/output/feder/cst-fin-feder201.html
>
> >
>
> I wonder if CCU was thinking about bringing "La Preciosa" to
> Chicago. 103.5, anyone?

Not likely. 103.5 billed more than any Spanish station does.
>
> Either way, this concept of a Spanish Oldies really seems to
> have been spreading lately. As David Eduardo will certainly
> claim, the Spanish Oldies format was first pioneered at
> HBC's Recuerdos 103.9/98.3, a former Jammin' Oldies-ripoff
> outlet owned by Cox in Los Angeles.

It's "Recuerdo" without the "s."

> With Clear Channel
> creating the La Preciosa network out of San Jose, and now
> Entravision's Jose: Toca Lo Que Quiere network of old "Radio
> Tricolor" stations, this format seems to be the flavor of
> the month.

The Entravision "Jose" stations are former RadioVisa affiliates. With RadioVisa closing next week, they were forced to find something else. Entravision had previously had "La Consentida" which is another Recuerdo rip-off on those stations, so they just repackaged it, somewhat dumbly, in fact.
>
> Pasion had great ratings from the start, but I guess the
> format (Spanish AC) has a high burnoff factor. Perhaps it's
> something with the repetition of the playlist? Spanish AC
> never really flew here in Boston either, where Mega
> Communications' "Amor 890" was always miles below the rest
> of the Spanish competition, though one would likely conclude
> that Pasion was of a more Mexican-pleasing varient than
> Amor.

Depends on execution and availablilty of more middle calss Hispanics in the market. LA's KLVE has been #1 or #2 in 25-54 since 1995... No burn, no repetition issues.
>
> Either way, the ratings of the new and old Pasion(es) are
> destined to be miles ahead of those for The Fish, though the
> presence of K-Love couldn't have really helped WZFS.
>

 

[JustinT]

> It's "Recuerdo" without the "s."

Maybe I need a Spanish lesson here, but if I recall correctly, "recuerdo" translates to "memory", or something like that. So in that case, wouldn't the station name be "Recuerdos", as in more than one memory?

> > Pasion had great ratings from the start, but I guess the
> > format (Spanish AC) has a high burnoff factor. Perhaps
> it's
> > something with the repetition of the playlist? Spanish AC
> > never really flew here in Boston either, where Mega
> > Communications' "Amor 890" was always miles below the rest
> > of the Spanish competition, though one would likely
> conclude
> > that Pasion was of a more Mexican-pleasing varient than
> > Amor.
>
> Depends on execution and availablilty of more middle calss
> Hispanics in the market. LA's KLVE has been #1 or #2 in
> 25-54 since 1995... No burn, no repetition issues.

So what you are saying is that the demographics of Chicagoland did not allow Pasion to gain a foothold in the market. I can understand Los Angeles, having a very significant Hispanic population, to have a wide array of economic classes that would make a station like KLVE work. But I would have thought that Chicago have enough of a Hispanic middle class to make Pasion work.

In conclusion, then, despite the decent Arbitron ratings, Pasion was unable to attract advertisers interested in the specific demographic of Spanish AC because of the size of the community locally, it would seem.

And as you said, Spanish AC would have little burnout factor as new music is continually being added. However, on the Spanish oldies blend, wouldn't the burnout factor be significantly larger. Plus, with 60's and 70's oldies, I would think that Spanish Oldies would be facing the same problem with American oldies in the sense that advertisers disinterest in the format would hurt the billing.

 

[davideduardo]

>
> And as you said, Spanish AC would have little burnout factor
> as new music is continually being added. However, on the
> Spanish oldies blend, wouldn't the burnout factor be
> significantly larger. Plus, with 60's and 70's oldies, I
> would think that Spanish Oldies would be facing the same
> problem with American oldies in the sense that advertisers
> disinterest in the format would hurt the billing.

The Univison "Recuerdo" concept, being applied at Pasion, has a huge playlist of 70's, 80's and 90's songs (including specialty shows, around 2000 songs).

There is nearly nothing from the 60's except a couple of wide appeal standards that all people like, irrespective of age.

Unlike non-Hispanic whites, Hispanics do not reject the music of thier parents and do not look for something new every generation. The Hispanic adult hits format appeals to 25 to 50+, with alomost equal distribution in each demo cell.