Population requirements for Spanish language radio success

[JerryStevens]

The US Census figures for Greenville County and Spartanburg County in South Carolina are 3.8% and 2.8% respectively. Is there a rule of thumb by which to estimate true population percentages using the official figure as a base? I accept the assertion at face value that Latinos are undercounted but by how much?

There will soon be 3, count 'em <u>3</u>, Spanish Language radio stations in the Upstate. The population estimates seem low to have one, let alone three. But perhaps this is not at all unusual. Is it?

African Americans, with an official 15% of the Upstate population, has only one urban station: WJMZ.

WJMZ sister station WHTZ is a Rythmic CHR which draws significant minority listening of course. And there is a minor AM with the Rejoice format, but that's about it.<P ID="signature">______________
Jerry

"If we knew what we were doing, it would not be called research, would it." - Albert Einstein </P>

 

[davideduardo]

> The US Census figures for Greenville County and Spartanburg
> County in South Carolina are 3.8% and 2.8% respectively. Is
> there a rule of thumb by which to estimate true population
> percentages using the official figure as a base? I accept
> the assertion at face value that Latinos are undercounted
> but by how much?

None of us who have delt with the Census data think it is ver far off. The politicians get more upset becasue to them, a 3% difference can be critical, especially if they are democrats!

The key issue it to make sure you use the 20o4 estimates, just what Arbitron uses. You may find, especially in the Carolinas, that the growth has been very rapid.

Any undercount is likely to be among illegals. Most illegals will be hesitant to be surveyed, even though the Census Bureau folks tell them that they have no connection to the INS. In any case, the Census tried to count illegals, and did a fair job of it.

Among Hispnanic broadcasters, the issues are language proportionality with Arbitron, etc., not an undercount.
>
> There will soon be 3, count 'em 3, Spanish Language radio
> stations in the Upstate. The population estimates seem low
> to have one, let alone three. But perhaps this is not at all
> unusual. Is it?

Early Spanish broadcasting in CA and the Southwest was generally a result of desperation, with the usual candidates being daytimers or highly directional staitons that could not compete. Could you be having such a situation? Many owners of dog stations may think that Spanish is easy to do and that time buyers will shove money through the transom if they do it.

This sounds like garden variety stupidity. Can you tell me the facilities, so I can look at patterns? I am now curious.
>
> African Americans, with an official 15% of the Upstate
> population, has only one urban station: WJMZ.

AM will work for an Hispanic population until there is an FM, at which time the AMs literally die. Hispanics, being younger, do not like AM at all.
>
> WJMZ sister station WHTZ is a Rythmic CHR which draws
> significant minority listening of course. And there is a
> minor AM with the Rejoice format, but that's about it.

I know that some areas have considerable rural Hispanic populations in the MSA or DMA. Could that be the case? We recently bought some TV properties in NC, and there is definitely a market in certain areas.

 

[JerryStevens]

"The key issue it to make sure you use the 2004 estimates, just what Arbitron uses. You may find, especially in the Carolinas, that the growth has been very rapid."

I haven't done that. I just took a look at the US Census Quickfacts. Maybe the answer lies there.

"Early Spanish broadcasting in CA and the Southwest was generally a result of desperation, with the usual candidates being daytimers or highly directional staitons that could not compete. Could you be having such a situation?"

None of the three stations are terrific signals. Two are outright dogs. One of the three has been in existence for several years. Clear Channel's 1440AM called La Brava.

Enter Davidson Media Group, which according to its website: "operates two types of radio stations. The first are traditionally programmed stations. These broadcast music,local and international news. DMG's programmed stations are generally focused on the Hispanic market and these stations are mostly in Spanish.

The second of DMG operations are "block programmed" radio stations. In these operations, DMG provides a block of air time (anywhere from one hour to 24 hours per day or per week), for a fee, to local entreprenuers who in turn provide advertising sales and local publicity. DMG partners with these local entrepreneurs to turn our station into the true voice of the local immigrant and/ or non-English community."

Davidson just bought WOLI FM, WOLT FM and WSPA AM from Entercom. WSPA is a 1,000 watt AM. WOLI and WOLT are Class A's Entercom has been simulcasting as a single station. If I understand correctly (and that's a big IF) WSPA-AM and WOLI FM will be Spanish language stations. (Technically, a single simulcast) WOLT is to block programmed by local entrepeneurs.

More information about the company is available at davidsonmediagroup.com <P ID="signature">______________
Jerry

"If we knew what we were doing, it would not be called research, would it." - Albert Einstein </P><P ID="edit"><FONT class="small">Edited by Jerry Stevens on 08/15/05 12:01 PM.</FONT></P>

 

[Gregg]

> > The US Census figures for Greenville County and
> Spartanburg
> > County in South Carolina are 3.8% and 2.8% respectively.

> I know that some areas have considerable rural Hispanic
> populations in the MSA or DMA. Could that be the case? We
> recently bought some TV properties in NC, and there is
> definitely a market in certain areas.
>

I think the most amazing fact is La Ley 96.9, licensed to
Goldsboro (more than 25 miles to the Southeast) is often
in the top 10 in the Raleigh-Durham market. When I was
recently in the area, I saw numerous cars and pick-up
trucks with "La Ley" bumper stickers.

I know there are several "La Ley" stations in Chicago,
San Antonio and is KLAX also "La Ley"? I read it's from
the phrase "Lay down the law" but could you picture an
English language station that called itself "The Law"?



Gregg
[email protected]

 

[davideduardo]

>
> I know there are several "La Ley" stations in Chicago,
> San Antonio and is KLAX also "La Ley"?

No, i t has been "La raza" ("the Brotherhood" or "the Gang") for nearly 3 years.

> I read it's from
> the phrase "Lay down the law" but could you picture an
> English language station that called itself "The Law"?
>

"Yo soy la ley" in Spanish means, "I'm the one" or "I'm the boss" and really does not mean "law" per se. It's a colloquial term or expression. "En esta casa you soy la ley" means, "In this home, I'm in charge."