Spanish language radio in Atlanta

[101tm]

I've mentioned this in a couple of threads, but I'm rather intrigued. What has happened to Spanish language radio in metro Atlanta?

Starting in 2004, there was a boom of the Spanish AC format initially on Viva 105.3, which became Viva 105.7 (and eventually 96.7) - then Clear Channel launched El Patron 105.3, with a Regional Mexican format. Both stations co-existed for around 4-5 years until Viva became "The Groove". In the mid-2000s, both stations enjoyed high ratings and it seemed like a booming format and successful for Clear Channel, considering they were running two separate Spanish language stations.

Over time, the ratings did decline, seemingly due to PPM, but both stations had more success than the one does now.

Eventually, Viva merged in to the El Patron format, and eventually 105.3 became Spanish CHR which later moved to 105.7.

Today, metro Atlanta has two Spanish FM stations; Z105.7 and La Raza 107.1/102.3 with a Regional Mexican format. In the latest 6+ PPM, WBZY 105.7 has collapsed to a 0.7 share, and La Raza is at around a 1 and a half. Z has become a constant basement dweller in the ratings. What's behind the decline of iHeart's Spanish efforts in metro ATL? Does anyone know if 105.7 is still successful? The 96.7 simulcast was recently dropped for a Christmas music stunt, which makes me wonder if that means anything for the future of Z105.7.

At the time Clear Channel seemed to be really on board with the La Preciosa and El Patron brands and Spanish formats in the mid-2000s in a lot of markets, but except for some one offs, they seem to have moved away from putting a lot of Spanish stations on the air and a lot have flipped. Of course there are exceptions, like the FM in Boston, and successful stations in FL and TX, but it doesn't seem to be a focus like it one time was, considering the fast growth of the Hispanic/Latino population in the US.

 

[radioislife2020]

i would not be surprised if the regional mexican format returns in 3 weeks. I heart has a regional mexican format on Hd...Seems to me that they will be back to having 2 spanish formats soon. Enrique santos does no good outside of Miami and Tampa. Enrique failed in Houston , San antonio and does poorly in New Orleans .

 

[RoddyFreeman]

I don't know how much 105.7 is billing, but several years ago, the former iHeart Market Manager told me that WBZY (on 105.3) was taking in $5 million annually. I don't recall whether that was prior to the format change from Regional Mexican to CHR.

They billed well despite their ratings because they were the only game in town for reaching Latinos with radio. Since La Raza added the 107.1 signal, they've been beating out Z105.7. But 105.7 might be okay because the 102.3/107.1 simulcast doesn't put a 60 dbu signal into most of Atlanta. Of course, 102.3 has a good signal in Gwinnett, the most important county for delivering Latinos.

 

[101tm]

I don't know how much 105.7 is billing, but several years ago, the former iHeart Market Manager told me that WBZY (on 105.3) was taking in $5 million annually. I don't recall whether that was prior to the format change from Regional Mexican to CHR.

They billed well despite their ratings because they were the only game in town for reaching Latinos with radio. Since La Raza added the 107.1 signal, they've been beating out Z105.7. But 105.7 might be okay because the 102.3/107.1 simulcast doesn't put a 60 dbu signal into most of Atlanta. Of course, 102.3 has a good signal in Gwinnett, the most important county for delivering Latinos.

I’ve never listened to WTSH when in town, how does the translator on 107.1 in Jonesboro help the main 107.1 signal in Fulton and Cobb counties? Is there much trouble in the NE Perimeter area where both signals are somewhat outside of the 60dbu?

 

[davideduardo]

Enrique santos does no good outside of Miami and Tampa. Enrique failed in Houston , San antonio and does poorly in New Orleans .

That show is very Cuban and Caribbean and does poorly among Mexican and Central American audiences.

Spanish in Latin America can be very different between seemingly neighbor nations. The vocabulary, accent and even the rhythm of speaking is very different. Even the Spanish of Dominicans is considerably different from that of Puerto Ricans. And compared to Mexican Spanish, there are huge differences in vocabulary and accent.

That's not a big problem with drama, news and the like because on-air staff is trained to use "international" Spanish that is understandable everywhere. Buy in things like morning shows with comedy and anecdotes, the differences can be radical and extreme.

 

[101tm]

That show is very Cuban and Caribbean and does poorly among Mexican and Central American audiences.

Spanish in Latin America can be very different between seemingly neighbor nations. The vocabulary, accent and even the rhythm of speaking is very different. Even the Spanish of Dominicans is considerably different from that of Puerto Ricans. And compared to Mexican Spanish, there are huge differences in vocabulary and accent.

That's not a big problem with drama, news and the like because on-air staff is trained to use "international" Spanish that is understandable everywhere. Buy in things like morning shows with comedy and anecdotes, the differences can be radical and extreme.

It seems to be that iHeart made a mistake moving away from Regional Mexican, as I believe the majority of the Spanish speaking population in metro ATL is of Mexican descent....and the lesser signal, that carries a Regional Mexican format and is catered to that population, clearly does better than the Spanish CHR Z105.7.

Even in Boston, where iHeart recently launched Rumba 97.7 which is the same format essentially as Z105.7, it is a different audience makeup in the Boston market than the Atlanta market. Not quite sure why continuing Regional Mexican was a no for iHeart in Atlanta unless it was billing poorly, as most Spanish language stations you see in the south ex-Florida and even the midwest generally are Regional Mexican or targeted at a Mexican audience.

 

[radioislife2020]

It seems to be that iHeart made a mistake moving away from Regional Mexican, as I believe the majority of the Spanish speaking population in metro ATL is of Mexican descent....and the lesser signal, that carries a Regional Mexican format and is catered to that population, clearly does better than the Spanish CHR Z105.7.

Even in Boston, where iHeart recently launched Rumba 97.7 which is the same format essentially as Z105.7, it is a different audience makeup in the Boston market than the Atlanta market. Not quite sure why continuing Regional Mexican was a no for iHeart in Atlanta unless it was billing poorly, as most Spanish language stations you see in the south ex-Florida and even the midwest generally are Regional Mexican or targeted at a Mexican audience.

El patrón was a programming issue

 

[jabba17]

That show is very Cuban and Caribbean and does poorly among Mexican and Central American audiences.

Spanish in Latin America can be very different between seemingly neighbor nations. The vocabulary, accent and even the rhythm of speaking is very different. Even the Spanish of Dominicans is considerably different from that of Puerto Ricans. And compared to Mexican Spanish, there are huge differences in vocabulary and accent.

Imagine transplanting a country morning show onto a CHR station, or vice-versa.

 

[Identnut]

Imagine transplanting a country morning show onto a CHR station, or vice-versa.

Arguably the opposite worked better, as evidenced by Bobby Bones!

 

[gr8oldies]

There is still La Mejor on 1130, 1460 and 1600, often running day facilities at night, especially on 1600, which blew our 34 watts out in Springfield, Ohio 15 years ago. I've heard a recording of the present-day Catholic incarnation of thera Springfield 1600, attempting to feed an FM translator with the OTA AM signal. The translator ends up broadcasting Spanish language music full blast, with an English language voice droning on about the evils of birth control in the background (hopefully that's changed).