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Spanish Radio in 2006

R

Radiogeek500

I say look for the momentum to continue. Particulary watch for more Hurbans and Recuardo/Precoisa like stations to pop up in existing spanish markets and don't be suprised to see Regional Mexican pop up in Many more Midwest markets(Tulsa, St Louis, Indianapolis, Cincy, and others come to mind).

Thoughts?<P ID="signature">______________
20 Years of POWERFUL music
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> I say look for the momentum to continue. Particulary watch
> for more Hurbans and Recuardo/Precoisa like stations to pop
> up in existing spanish markets and don't be suprised to see
> Regional Mexican pop up in Many more Midwest markets(Tulsa,
> St Louis, Indianapolis, Cincy, and others come to mind).
>
> Thoughts?
>
I'd agree with everything there. Especially with La Preciosa; the network has been growing in recent months and has been doing quite impressively even in larger markets like Las Vegas with local PM drive. Placing the network on AM outlets in markets like Sioux City shows CC's devotion to the format, to get it on even where an FM is unavailable. Perhaps CC will get the money to add live overnights on the network in 2006.

In New England, where Spanish radio is likely at its least, I'd predict that Spanish Tropical will return to the Boston market after it was dropped from "Mega 1150" WAMG/WLLH earlier this year. There's probably a shot at Spanish AC as well, but as Mega's attempt in the late-90's with "Amor 890" WAMG was unsuccessful, Tropical is probably a better bet.

In addition, with a powerful rimshot (99.5 WKLB) up for grabs, will Univision, SBS, Bustos, Entravision, or another Spanish-media concern place a bid? The owner of locally-owned Costa-Eagle commented that he would love to own the first Spanish FM in the state, so there's at least a possibility there.

There will probably be ratings gains for the growing Latina 100.3 (WKKB) in Providence, and perhaps a Spanish FM in Hartford, but that's not all that likely.
 
> In New England, where Spanish radio is likely at its least,
> I'd predict that Spanish Tropical will return to the Boston
> market after it was dropped from "Mega 1150" WAMG/WLLH
> earlier this year. There's probably a shot at Spanish AC as
> well, but as Mega's attempt in the late-90's with "Amor 890"
> WAMG was unsuccessful, Tropical is probably a better bet.
>
Good,I miss La Mega!
I am curious does anyone in the USA have a format that mixes RockenEspanol
with Rock and Roll(Mana/Nickelback)?
If not,could a format like this work?
 
> > I say look for the momentum to continue. Particulary watch
>
> > for more Hurbans and Recuardo/Precoisa like stations to
> pop
> > up in existing spanish markets and don't be suprised to
> see
> > Regional Mexican pop up in Many more Midwest
> markets(Tulsa,
> > St Louis, Indianapolis, Cincy, and others come to mind).
> >
> > Thoughts?
> >
> I'd agree with everything there. Especially with La
> Preciosa; the network has been growing in recent months and
> has been doing quite impressively even in larger markets
> like Las Vegas with local PM drive. Placing the network on
> AM outlets in markets like Sioux City shows CC's devotion to
> the format, to get it on even where an FM is unavailable.
> Perhaps CC will get the money to add live overnights on the
> network in 2006.
>
> In New England, where Spanish radio is likely at its least,
> I'd predict that Spanish Tropical will return to the Boston
> market after it was dropped from "Mega 1150" WAMG/WLLH
> earlier this year. There's probably a shot at Spanish AC as
> well, but as Mega's attempt in the late-90's with "Amor 890"
> WAMG was unsuccessful, Tropical is probably a better bet.
>
> In addition, with a powerful rimshot (99.5 WKLB) up for
> grabs, will Univision, SBS, Bustos, Entravision, or another
> Spanish-media concern place a bid? The owner of
> locally-owned Costa-Eagle commented that he would love to
> own the first Spanish FM in the state, so there's at least a
> possibility there.
>
> There will probably be ratings gains for the growing Latina
> 100.3 (WKKB) in Providence, and perhaps a Spanish FM in
> Hartford, but that's not all that likely.
>

Boston and Hartford are ready for a FM station. HArtford had one long time ago (which happens to home Hot 93.7), and Boston is the only top 10 market that could have one, and still don't have it!
 
> Boston and Hartford are ready for a FM station. HArtford
> had one long time ago (which happens to home Hot 93.7), and
> Boston is the only top 10 market that could have one, and
> still don't have it!

I'd thought that WLVH 93.7 was somewhat of a brokered station, leased out to Spanish groups. Did they have a real format?

Boston is itching for any type of Spanish station. Yes, there are a few AMs that would be considered Spanish, but do any younger Hispanics listen to the pay-per-hour stuff? I'd kind of doubt it, and that's why without a youth-targetted Spanish station, Boston's R/CHR, WJMN is getting very good numbers(and it doesn't hurt that they've been adding some reggaeton).
 
> > Boston and Hartford are ready for a FM station. HArtford
> > had one long time ago (which happens to home Hot 93.7),
> and
> > Boston is the only top 10 market that could have one, and
> > still don't have it!
>
> I'd thought that WLVH 93.7 was somewhat of a brokered
> station, leased out to Spanish groups. Did they have a real
> format?

Yep, real format. Jingles were same as WKAQ in Puerto Rico, jocks in all shifts, real music rotation, etc. Good try, but just not a big enough population base.
>
> Boston is itching for any type of Spanish station. Yes,
> there are a few AMs that would be considered Spanish, but do
> any younger Hispanics listen to the pay-per-hour stuff? I'd
> kind of doubt it, and that's why without a youth-targetted
> Spanish station, Boston's R/CHR, WJMN is getting very good
> numbers(and it doesn't hurt that they've been adding some
> reggaeton).

Boston is probably not big enough in Hispanic poulation to support any kind of decent signalled FM. With the tripical format dead for anyone under 35, there is an issue of what programming, too.
>
 
> > In New England, where Spanish radio is likely at its
> least,
> > I'd predict that Spanish Tropical will return to the
> Boston
> > market after it was dropped from "Mega 1150" WAMG/WLLH
> > earlier this year. There's probably a shot at Spanish AC
> as
> > well, but as Mega's attempt in the late-90's with "Amor
> 890"
> > WAMG was unsuccessful, Tropical is probably a better bet.
> >
> Good,I miss La Mega!
> I am curious does anyone in the USA have a format that mixes
> RockenEspanol
> with Rock and Roll(Mana/Nickelback)?

No. Just a few college weekend shows. This format is common in Latin America, where it is about 80% English language rock, with a taste of Spanish. There are no successful Spanish rock stations outside of Argentina.

> If not,could a format like this work?

No.
>
 
I doubt Hartford will get an FM Spanish Station. The major AM Spanish station LaMega 910 is in trouble with one of the area Police Departments for allowing a club to continue advertise on the station after being order by the police not to let them advertise.

The Cops are at this club every week. Fights and other mayhem in the parking lot. Gang Wars, etc. The cops call the club a nusense and told the club to stop advertising on LaMega 910. (Most of the problems happen on nights when LaMega is sponsoring the activities at the club). The cops also told LaMega 910 not to let the club advertise on their station. The cops have threatened many times to shut down the club.

The club is in a residential neighborhood in a primarily Caucasian town. The club owner and the owner of LaMega 910 are playing the race card and are suing the police department for racial discrimination.


Typical Commericals for the Club (after being threatened by the cops to be shut down):

"Club 290. Club 290. Connecticut's hottest home for regaeton. We are not closed! We are not closed! And as always Saturday night is Mega 910 night. DJ (such and such) will be on the ones and twos. Club 290. 290 Farmington Avenue in Plainville".

"Regaeton in Connecticut has a new area code. 290. Club 290. 290 Farmington Avenue in Plainville. Despite what the cops say we are not closed! Saturday's are Mega 910 Night with DJ (such and such) on the ones and twos. Club 290. 290 Farmington Avenue in Plainville".
 
>
> The club is in a residential neighborhood in a primarily
> Caucasian town.

Puerto Ricans are primarily Caucasian, too. Anyway, what difference does it make who lives in the neighborhood? If the club is licensed, they can cater to purple dwarfs, if they like. Are you saying that it is improper for Hispanics to go into that area? Why? Are you aware that, legally, such a concept is against the law?

> The club owner and the owner of LaMega 910
> are playing the race card and are suing the police
> department for racial discrimination.

"Hispanic" is not a race.
>
>
> Typical Commericals for the Club (after being threatened by
> the cops to be shut down):
>
> "Club 290. Club 290. Connecticut's hottest home for
> regaeton. We are not closed! We are not closed! And as
> always Saturday night is Mega 910 night. DJ (such and such)
> will be on the ones and twos. Club 290. 290 Farmington
> Avenue in Plainville".

I was not aware that the local gesta... er, cops, could censure radio commercials or radio stations in general.
>
> "Regaeton in Connecticut has a new area code. 290. Club 290.
> 290 Farmington Avenue in Plainville. Despite what the cops
> say we are not closed! Saturday's are Mega 910 Night with DJ
> (such and such) on the ones and twos. Club 290. 290
> Farmington Avenue in Plainville".

The cops can close a club legally if htey violate statutes. But, in the meantime, they can't tell a radio station who to take ads from.
 
> >
> > The club is in a residential neighborhood in a primarily
> > Caucasian town.
>
> Puerto Ricans are primarily Caucasian, too. Anyway, what
> difference does it make who lives in the neighborhood? If
> the club is licensed, they can cater to purple dwarfs, if
> they like. Are you saying that it is improper for Hispanics
> to go into that area? Why? Are you aware that, legally, such
> a concept is against the law?
>
> > The club owner and the owner of LaMega 910
> > are playing the race card and are suing the police
> > department for racial discrimination.
>
> "Hispanic" is not a race.
> >
> >
> > Typical Commericals for the Club (after being threatened
> by
> > the cops to be shut down):
> >
> > "Club 290. Club 290. Connecticut's hottest home for
> > regaeton. We are not closed! We are not closed! And as
> > always Saturday night is Mega 910 night. DJ (such and
> such)
> > will be on the ones and twos. Club 290. 290 Farmington
> > Avenue in Plainville".
>
> I was not aware that the local gesta... er, cops, could
> censure radio commercials or radio stations in general.
> >
> > "Regaeton in Connecticut has a new area code. 290. Club
> 290.
> > 290 Farmington Avenue in Plainville. Despite what the cops
>
> > say we are not closed! Saturday's are Mega 910 Night with
> DJ
> > (such and such) on the ones and twos. Club 290. 290
> > Farmington Avenue in Plainville".
>
> The cops can close a club legally if htey violate statutes.
> But, in the meantime, they can't tell a radio station who to
> take ads from.

This entire incident sounds interesting, but what at all does a promotions incident at a low profile AM have to do with whether Hartford could support an FM Spanish outlet today?
 
>
> This entire incident sounds interesting, but what at all
> does a promotions incident at a low profile AM have to do
> with whether Hartford could support an FM Spanish outlet
> today?

Good point. And the answer is, ¨nothing.¨
>
 
> Boston is probably not big enough in Hispanic poulation to
> support any kind of decent signalled FM. With the tripical
> format dead for anyone under 35, there is an issue of what
> programming, too.
> >

David has brought up two interesting points into the conversation. Boston alone (and the nearest suburbs) do not have the numbers to support it, but if the focus is from listeners from the Merrimack Valley (more specific to Lowell and Lawrence), and south of the metro area (like Fall River) the station might have a chance (at least in a half decent signal). However, as David has stated, Tropical Music as a format is dead. Whichever company that decides to bring a Spanish station to Boston on a FM signal will have to settle for a Spanish CHR format which will play a lot of Reggaeton, as well as some Tropical, Latin-Pop, and maybe some Regional Mexican music. Also, they need to hire DJs that know the music and they relate to the musical tastes of the Latino population in that region. Hurban for Boston is not the approach.

Now, going back to my neck of the woods (Hartford and Springfield Markets), Arbitron says no way, based on their assimilation data. I say Arbitron needs to re-evaluate that data, because it has become obsolete (and I am not talking about just 12+ numbers).

We got two Hip Hop Stations (both from Hartford) playing Reggaeton, and not to mention the 12+ numbers for a certain AM station in Springfield for the past two and a half years, in a market where a 1.0 share for a Spanish CHR on an AM signal would be a miracle based on the assimilation data that Arbitron provides. Not to mention that Davidson Media paid for that station and its sister station around five million dollars.

Hartford is ready, the problem would be WHO would be more likely to flip, and give the Spanish CHR a try, and on which FM frequency.
 
> > Boston is probably not big enough in Hispanic poulation to
>
> > support any kind of decent signalled FM. With the tripical
>
> > format dead for anyone under 35, there is an issue of what
>
> > programming, too.
> > >
>
> David has brought up two interesting points into the
> conversation. Boston alone (and the nearest suburbs) do not
> have the numbers to support it, but if the focus is from
> listeners from the Merrimack Valley (more specific to Lowell
> and Lawrence), and south of the metro area (like Fall River)
> the station might have a chance (at least in a half decent
> signal). However, as David has stated, Tropical Music as a
> format is dead. Whichever company that decides to bring a
> Spanish station to Boston on a FM signal will have to settle
> for a Spanish CHR format which will play a lot of Reggaeton,
> as well as some Tropical, Latin-Pop, and maybe some Regional
> Mexican music. Also, they need to hire DJs that know the
> music and they relate to the musical tastes of the Latino
> population in that region. Hurban for Boston is not the
> approach.

The signal would need to hit a few other areas too; specifically out to Worcester where there is a growing Hispanic population. Additionally, serving Fall River wouldn't really be as important as that area already has a Spanish FM, WKKB "Latina 100.3". However, the signal would need to reach the Brockton area.

An FM is (or will be) up for grabs very soon, the Class B 99.5 signal out of Lowell. It's has a lacking signal in Downtown Boston, but covers all of these other Hispanic areas quite well. And with deregulation, if a Hispanic media company doesn't grab 99.5, it will be quite a while until a Spanish FM launches.

And regarding format, there could not possibly be Regional Mexican in Boston; we must have the lowest percentage of Mexican-originating Hispanics in the country. Tropical and Latin Pop would make sense as formats, but why not Hurban? CC's R/CHR WJMN has been mixing in some Reggaeton, and the station is pulling 3rd place 12+. Then again, Costa-Eagle's Tropical WNNW has been pulling just over a 1 share with an extreme rimshot signal (though the rimshot covers the largely-Hispanic areas of the Merrimack Valley very well).
 
I forgot about the station from Providence (a smaller market than Boston with almost similar percentage numbers in terms of Latino population). It's true that Fall River would not be an issue, but serving them should not be discarded.

Also, for what David was stating, it looks that HBC/Univision Radio may not be interested in Boston. I wonder if Davidson Media or the owners of Power 800 or some other company would be interested or have the money to buy and operate an FM station.

I still stick that Hurban may bring the audience, but not the advertising revenue, which a Latin CHR can bring since not everyone over 35 likes Reggaetón. This happens to be the format from Latina 100.3 from Providence. This can work in Hartford, but only if someone takes the risk of ignoring the outdated assimilation numbers (sp?).
 
> Also, for what David was stating, it looks that
> HBC/Univision Radio may not be interested in Boston. I
> wonder if Davidson Media or the owners of Power 800 or some
> other company would be interested or have the money to buy
> and operate an FM station.

Costa-Eagle (the Power 800 people) are interested in an FM station, but I'd doubt that the owner would have that much money to buy 99.5. Together, WCEC, WCCM, and WNNW are worth what? 10m? And I don't think Davidson directly runs the stations; they're more or less brokered out (and in WKKB's case, to one operator). Perhaps Davidson brokering 99.5 to Costa-Eagle and moving Power 800 to 99.5, but does Davidson even have $70m or so to spare?

If 99.5 were to go Spanish, Univision would have been a great operator. Maybe I'm just reading too many of David's posts, but the company knows how the industry works, and is not afraid to make changes its stations. And the presentation on their stations is also top notch, unlike what one hears on WKKB and WNNW. Long term, the Hispanic population in Greater Boston is only going to grow, and 99.5 (was: 102.5) is that last, virtually vacant frequency that hasn't been sucked up.

> I still stick that Hurban may bring the audience, but not
> the advertising revenue, which a Latin CHR can bring since
> not everyone over 35 likes Reggaetón. This happens to be
> the format from Latina 100.3 from Providence. This can work
> in Hartford, but only if someone takes the risk of ignoring
> the outdated assimilation numbers (sp?).

Does Latin CHR target the same demo as Spanish Tropical? Or is Spanish Tropical more related to Hurban? Mega's Spanish Tropical "Mega 1150" performed well in the market, and it would seem that Hurban would take the listeners of Mega plus some shares from the local R/CHR (CC's WJMN).

Additionally, is the adult Hispanic demographic attractive in the Boston area? Coast to coast, "Amor" has been out at many Univision ACs, replaced with either oldies "Recuerdo" or hurban "La Kalle". Mega ran Spanish AC as Amor 890, but dropped the format when they began to broker out the station. Did Mega screw-up the AC presentation, or is the demo just becoming less attractive when compared to the La Preciosas and Recuerdos?
 
> > Also, for what David was stating, it looks that
> > HBC/Univision Radio may not be interested in Boston. I
> > wonder if Davidson Media or the owners of Power 800 or
> some
> > other company would be interested or have the money to buy
>
> > and operate an FM station.
>
> Costa-Eagle (the Power 800 people) are interested in an FM
> station, but I'd doubt that the owner would have that much
> money to buy 99.5. Together, WCEC, WCCM, and WNNW are worth
> what? 10m? And I don't think Davidson directly runs the
> stations; they're more or less brokered out (and in WKKB's
> case, to one operator). Perhaps Davidson brokering 99.5 to
> Costa-Eagle and moving Power 800 to 99.5, but does Davidson
> even have $70m or so to spare?
>
> If 99.5 were to go Spanish, Univision would have been a
> great operator. Maybe I'm just reading too many of David's
> posts, but the company knows how the industry works, and is
> not afraid to make changes its stations. And the
> presentation on their stations is also top notch, unlike
> what one hears on WKKB and WNNW. Long term, the Hispanic
> population in Greater Boston is only going to grow, and 99.5
> (was: 102.5) is that last, virtually vacant frequency that
> hasn't been sucked up.
>
HBC/Univision Radio will do wonders in Boston, but the question is if they will dish out the money to give it a try. This is an ongoing issue for the only top 10 market left that could have a decent chance to operate a Spanish FM Station.

> Does Latin CHR target the same demo as Spanish Tropical? Or
> is Spanish Tropical more related to Hurban? Mega's Spanish
> Tropical "Mega 1150" performed well in the market, and it
> would seem that Hurban would take the listeners of Mega plus
> some shares from the local R/CHR (CC's WJMN).

Latin CHR varies from region to region. It all depends of the composition of the different nationalities of Latinos in the area. What may work in Boston, may not work in Atlanta.


> Additionally, is the adult Hispanic demographic attractive
> in the Boston area? Coast to coast, "Amor" has been out at
> many Univision ACs, replaced with either oldies "Recuerdo"
> or hurban "La Kalle". Mega ran Spanish AC as Amor 890, but
> dropped the format when they began to broker out the
> station. Did Mega screw-up the AC presentation, or is the
> demo just becoming less attractive when compared to the La
> Preciosas and Recuerdos?
>

The problem with "Amor 890" was the lack of advertising revenue and audience
to keep the station on the air. I also forgot to mention the limited playlist they have, since Mega Communications (I better say what remains from it) only specialized on Tropical Latin (considered a dying format).

Reguarding the flips for Univision's "Amor" stations for "Recuerdo" and "Preciosa" oldies format or "LA KALLE" for Reggaetón, David would be able to explain it better for obvious reasons. Take it from here, David :)
 
>
> Latin CHR varies from region to region. It all depends of
> the composition of the different nationalities of Latinos in
> the area. What may work in Boston, may not work in Atlanta.
>

The only Latin CHR staitons in the US are the Hurban and reggaetón stations. The have the short playlists, tight rotations and feel of CHR. Because they appeal to bilingual and even some Englsih dominant Hispanics, they are the only formats that are mostly Spanish that can survive on a cume based, low TSL approach.

Pure Spanish CHR, like KQ-105 in Puerto Rico, do not work on the mainland because they need huge cume to make up for the short TSL. Since Spanish staitons can not cume from the whole market, but only form the portion that is Spanish dominant, they can not build a real cume base and fail.

This is why stations like KSSE in LA are really hot AC stations, and not CHR. And this is why the CHRs from Mexico that can be heard in San Diego, El Paso and other border markets do horribly in the US market they also cover.
>
> Reguarding the flips for Univision's "Amor" stations for
> "Recuerdo" and "Preciosa" oldies format or "LA KALLE" for
> Reggaetón, David would be able to explain it better for
> obvious reasons. Take it from here, David :)

Recuerdo, of which Preciosa is a copy, is Mexican adult hits with no currents. It has no east coast equivalent, since it plays ballads, pop, ranchera, norteña, grupera, tropical and even boleros and trios. It has a large playlist (Preciosa is over 2000 titles) and has a loose, easy going formatic approach. Songs that are perceived as being "old" rahter than "a favorite" are not played.
 
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