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THE FUTURE OF EXITOS?

R

radiojomo

Exitos 93.9 has been on the air for a few months and it seems that its not catching on very quickly. KXOS is the lowest rated Class B signal on the LA airwaves. It's only the first few months of the station but what should Radio Centro do to gain audience and possibly ratings at the station?
 
radiojomo said:
Exitos 93.9 has been on the air for a few months and it seems that its not catching on very quickly. KXOS is the lowest rated Class B signal on the LA airwaves. It's only the first few months of the station but what should Radio Centro do to gain audience and possibly ratings at the station?
Click to expand...

I don't believe that it can do much because there is just too much competition.

Wait a minute, KXOS? Don't you mean KMVN??
 
radiojomo said:
Exitos 93.9 has been on the air for a few months and it seems that its not catching on very quickly. KXOS is the lowest rated Class B signal on the LA airwaves. It's only the first few months of the station but what should Radio Centro do to gain audience and possibly ratings at the station?
Click to expand...

Gee, they could start by making sure they have a staff capable of competing in a market all their "experts" from Mexico City are totally clueless about. Unfortunately, when lack of competency is demonstrated, it's hard to get the right people any more...
 
I will always remember the phone calls to your mom in South America promo. Seriously, the biggest joke in radio I've heard this year. If you didn't catch it, people would call the station and the station would connect them to their moms in South America and they would talk to their moms on the air, on a full market signal, in the 2nd largest media market in the US. I think they need to hire some people from the U.S. to help them out. They also need to understand that they're in the U.S. now, not Mexico. I don't think they're getting that AT ALL.
 
radiojomo said:
I will always remember the phone calls to your mom in South America promo. Seriously, the biggest joke in radio I've heard this year. If you didn't catch it, people would call the station and the station would connect them to their moms in South America and they would talk to their moms on the air, on a full market signal, in the 2nd largest media market in the US. I think they need to hire some people from the U.S. to help them out. They also need to understand that they're in the U.S. now, not Mexico. I don't think they're getting that AT ALL.
Click to expand...

Actually, that was a great promotion, 25 or 30 years ago. I did it when I was consulting KWKW in the early 70's, and the stories were better than the soap operas on SIN.

Of course, back then a call to Mexico could be $25 for just a few minutes, in '72 dollars. Now, there are calling cards with five cent minutes, and that computer many families bought for the kids to help in school is runing VOIP and the calls are nearly free.

The value of a call, when anyone can make one with pocket change, is minimal. So they got callers who wanted to call places that did not represent the LA population, like a Bolivian I heard. And the calls were boring.

They sure don't get the market, and the station sucks.
 
DavidEduardo said:
radiojomo said:
I will always remember the phone calls to your mom in South America promo. Seriously, the biggest joke in radio I've heard this year. If you didn't catch it, people would call the station and the station would connect them to their moms in South America and they would talk to their moms on the air, on a full market signal, in the 2nd largest media market in the US. I think they need to hire some people from the U.S. to help them out. They also need to understand that they're in the U.S. now, not Mexico. I don't think they're getting that AT ALL.
Click to expand...

Actually, that was a great promotion, 25 or 30 years ago. I did it when I was consulting KWKW in the early 70's, and the stories were better than the soap operas on SIN.

Of course, back then a call to Mexico could be $25 for just a few minutes, in '72 dollars. Now, there are calling cards with five cent minutes, and that computer many families bought for the kids to help in school is runing VOIP and the calls are nearly free.

The value of a call, when anyone can make one with pocket change, is minimal. So they got callers who wanted to call places that did not represent the LA population, like a Bolivian I heard. And the calls were boring.

They sure don't get the market, and the station sucks.
Click to expand...

I don't listen to Spanish radio, but I was pretty sure this station was clueless the first time I saw the bus billboard where it said "Exitos 9 39" with the 39 in small print and no dot between the three and the second nine or even the letters FM. So it looked like an ad for two simulcasted TV stations broadcasting on channels 9 and 39.

I figure if an organization spends so much money to buy an LA market signal, but can't get something as simple as the proper dial position listed on its paid advertisements, incompetence reigns. Seems like nothing has happened since to change the initial assessment.
 
I think the challenge goes beyond the "experts from Mexico." For all intents and purposes the station is being run by two guys from the old Heftel Broadcasting days. They have a lot of combined experience, but none in the last 7-10 years. They came in with the intent to take on KLVE, because it was what they new. But the industry has changed and the market has changed and the ways to program and market a station have changed since these guys last worked in LA, (actually one of them is in NY because he did not want to have to move across country). I think it is why you hear some of the gimmicks from the "old days" of Spanish language radio. It's what their experience from back then tells them to do. They have a small outdoor campaign and some taco truck sides, and that ain't gonna cut it.
 
RBB05 said:
I think the challenge goes beyond the "experts from Mexico." For all intents and purposes the station is being run by two guys from the old Heftel Broadcasting days. They have a lot of combined experience, but none in the last 7-10 years. They came in with the intent to take on KLVE, because it was what they new. But the industry has changed and the market has changed and the ways to program and market a station have changed since these guys last worked in LA, (actually one of them is in NY because he did not want to have to move across country). I think it is why you hear some of the gimmicks from the "old days" of Spanish language radio. It's what their experience from back then tells them to do. They have a small outdoor campaign and some taco truck sides, and that ain't gonna cut it.
Click to expand...

They have an agency-created $1.2 million dollar outdoor campaign, vans, and a lot of street presence. It is among the biggest failed launches I have ever seen.
 
DavidEduardo said:
They have an agency-created $1.2 million dollar outdoor campaign, vans, and a lot of street presence. It is among the biggest failed launches I have ever seen.
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Movin 93.9 didn't exactly set the world on fire with that Rick Dees "Big Butt Dancin'" campaign. Maybe 93.9 is like a restaurant that's in a great location but nothing ever lasts there longer than a year.
 
it may be a large ticket campaign, but that does not make it a well-placed campaign. They are missing their proposed targets by a lot. As you say, a high-financed failure.
 
Lee Anderson said:
So, how long before they start to reconsider the situation? If the aren't making any major cash, who is bankrolling the operation? How much patience do they have?
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Maybe they are breaking even, and that is just fine for them. LOL :D
 
Lee Anderson said:
So, how long before they start to reconsider the situation? If the aren't making any major cash, who is bankrolling the operation? How much patience do they have?
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The operation is being financed by the parent company, Grupo Radio Centro, which has 11 leading radio stations in Mexico City and can afford to go for years with no revenue. But they are good broadcasters, and I doubt the CEO, Francisco Aguirre Gómez, is happy.

I don't think Mr. Aguirre is going to be patient for long... I've known him for about 45 years and he is very competent and knowledgable. Let's see if he takes action!
 
Fix it? I think the market place is very crowded but I also think there are holes in the market or vulnerability of other stations that can be taken advantage of. But you can't do with Spanish language radio circa 1980's. The hispanic population of LA is much younger than the non-Hispanic population. Cater to them. Why try to compete with stations(like KLVE), that have a huge time/legacy/money head start over you? KSSE on the other hand is very vulnerable
 
RBB05 said:
Fix it? I think the market place is very crowded but I also think there are holes in the market or vulnerability of other stations that can be taken advantage of. But you can't do with Spanish language radio circa 1980's. The hispanic population of LA is much younger than the non-Hispanic population. Cater to them. Why try to compete with stations(like KLVE), that have a huge time/legacy/money head start over you? KSSE on the other hand is very vulnerable
Click to expand...
So what should the next format be for this station? Do you guys think a spanish language sports station would do good on the FM dial?
 
musicfan101 said:
So what should the next format be for this station? Do you guys think a spanish language sports station would do good on the FM dial?
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In Mexico, and remember that 92% of LA Hispanics are Mexican or Mexican Americans, there are no sports stations with any significant ratings. Generally, they are top of the dial AMs, that can do a bit of combo billing with the format in those 12 station clusters they have in Mexico. The format will not do well on AM, FM or anywhere else.
 
How long before another radio company with the new format flavor of the year makes an offer to buy out Radio Grupo's interest in the station?
 
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