Recuerdo

[radioresearcher]

I want to congratulate David Eduardo on the great job him and his team have done with Recuerdo. KRCD was the highest rated Univision station 18-49 in December. The format also continues to dominate in Dallas - making us wonder what the format would do if it were on a Mt. Wilson stick rather than the two Class A's. I have to think it could be challenging KIIS for the lead in the marketplace. All of this while it has a competitor in KLYY - which is also growing. Nice job David.

 

[davideduardo]

I want to congratulate David Eduardo on the great job him and his team have done with Recuerdo. KRCD was the highest rated Univision station 18-49 in December. The format also continues to dominate in Dallas - making us wonder what the format would do if it were on a Mt. Wilson stick rather than the two Class A's. I have to think it could be challenging KIIS for the lead in the marketplace. All of this while it has a competitor in KLYY - which is also growing. Nice job David.

Thank you. The Recuerdo team, headed by Amalia Gonzalez, the PD since the beginning, has done a wonderful job of playing familiar music with live... and true "personality" jocks... in all shifts all week. We began preparing for the PPM two years ago, and learned a few things along the way.

Of course, being with the talent from KSCA and KLVE (where I've been interim PD a couple of times since 1995) pushes us to do our best.

What is the most fun is seing that nearly half our audience is younger than a big percentage of the music we play!

 

[OCradiodude]

Here's a question for you, David. Do you think an english version of Recuerdo would fail in Los Angeles?

 

[davideduardo]

Here's a question for you, David. Do you think an english version of Recuerdo would fail in Los Angeles?

In a way, it's Jack with jocks. But the real difference is that there is a lot of music in Spanish that is multigenerational, and that comes from the different family model among most Hispanics and is a cultural difference that allows children to grow up on the music of the parents and never reject it, even if they also listen to KIIS or KROQ!

 

[radioresearcher]

Here's a question for you, David. Do you think an english version of Recuerdo would fail in Los Angeles?

In a way, it's Jack with jocks. But the real difference is that there is a lot of music in Spanish that is multigenerational, and that comes from the different family model among most Hispanics and is a cultural difference that allows children to grow up on the music of the parents and never reject it, even if they also listen to KIIS or KROQ!

David... that's what we've seen with a lot of the Rhythmic Oldies. KHHT has always performed well as have other Rhythmic Oldies stations in heavy Hispanic west coast markets. I think a Rhythmic Adult Hits approach would work -- but only where the music isn't saturated like Los Angeles.

 

[qtpieislit]

David,

Wow. for those of us not in the LA area, where can we find out more about your Recuerdo format. Is this a radio service that you are syndicating and consulting? Do you have a FAQ page we can check out. Also, if you know, what did Univision pay for KACE?

 

[davideduardo]

David,

Wow. for those of us not in the LA area, where can we find out more about your Recuerdo format. Is this a radio service that you are syndicating and consulting? Do you have a FAQ page we can check out. Also, if you know, what did Univision pay for KACE?

The Recuerdo format was developed out of one of the most complex research projects I've ever done. That was in late 1999, when the sale of KACE and it's 98.3 sister station, KRTO (two very limited Class A facilities inside the LA metro), was announced.

Hispanic Broadcasting paid Cox $75 million for the pair.

The format debuted in February of 2000, and got immediate good results (a 2.4 for the first full book). Over the years, the format has been refined and continuously updated. The library is around 1000 songs deep in regular play, and there are no specialty shows at all. Music covers the late 60's to the early 2000's, with fairly equal 70's, 80's and 90's content (as can be seen in MediaBase... no secret to that statement.). The prestentation is personality 100%, with the sound much like a small town station in Mexico... friendly, unpretentious and colloquial. Several of the hosts came directly from talk radio, an interesting role reversal.

Recuerdo is programmed by Amalia Gonzalez, who I met when I brought her on board at KHJ in the early 90's. When I went to program KTNQ as a talk station, she did mid-days and became APD, and then I asked her to be PD of Recuerdo in 2000. In 2006, she became PD of the new Recuerdo network, on in both owned and syndicated markets.

There is no info page, but, since we are all very proud, particularly of the PPM achievements of Recuerdo, I certainly odn't mind answering questions. The fun thing is having three top 10 stations in LA, KRCD, KLVE and KSCA!

 

[qtpieislit]

David,

Wow. for those of us not in the LA area, where can we find out more about your Recuerdo format. Is this a radio service that you are syndicating and consulting? Do you have a FAQ page we can check out. Also, if you know, what did Univision pay for KACE?

The Recuerdo format was developed out of one of the most complex research projects I've ever done. That was in late 1999, when the sale of KACE and it's 98.3 sister station, KRTO (two very limited Class A facilities inside the LA metro), was announced.

Hispanic Broadcasting paid Cox $75 million for the pair.

The format debuted in February of 2000, and got immediate good results (a 2.4 for the first full book). Over the years, the format has been refined and continuously updated. The library is around 1000 songs deep in regular play, and there are no specialty shows at all. Music covers the late 60's to the early 2000's, with fairly equal 70's, 80's and 90's content (as can be seen in MediaBase... no secret to that statement.). The prestentation is personality 100%, with the sound much like a small town station in Mexico... friendly, unpretentious and colloquial. Several of the hosts came directly from talk radio, an interesting role reversal.

Recuerdo is programmed by Amalia Gonzalez, who I met when I brought her on board at KHJ in the early 90's. When I went to program KTNQ as a talk station, she did mid-days and became APD, and then I asked her to be PD of Recuerdo in 2000. In 2006, she became PD of the new Recuerdo network, on in both owned and syndicated markets.

There is no info page, but, since we are all very proud, particularly of the PPM achievements of Recuerdo, I certainly odn't mind answering questions. The fun thing is having three top 10 stations in LA, KRCD, KLVE and KSCA!

That is, remarkable. Thanks for the 411.