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Tony Banana to Program Rumba 97.7 Boston
- Thread starter Y2kTheNewOldies
- Start date
No. Jam'n covers 4.8 million in its 60 dbu contour, while Rumba covers less than half of that. It misses all the Hispanic population to the northern side of the Boston MSA, also.
The market is about 14% Hispanic, but much of that population is the product of the Puerto Rican migration of the 50's and 60's, and most of them are second and third generation now and don't use Spanish language radio.
There is not enough Spanish dominant in the age groups that a Spanish language CHR (reggaetón and similar styles) to get out of the 1 shares range. But, if they get in the 1.5 area, they can make decent money, particularly off national buys wanting a reliable Spanish language station in the market.
Given the creative musical abyss that seems to be pulling many CHRs down to record lows, it's a possibility that both stations could meet in the 1.5-1.9 range 6+, right? I've never seen CHR like this. It's as if the artists and songs with the most appeal lean urban, AC or country, leaving nothing for CHR to hang its hat on.
BTW., you did look at the August numbers for both stations, yes? Rumba had a 2.0 share, and Jam'n had a 2.3 share, I believe. So, what you are saying is either Rumba's numbers cannot go any higher than they are now, or that Jam'n's numbers cannot get any worse than they are either? Just remember, just before Audacy dumped Amp Radio,WJMN's share was at aa whole 1.0 share.
Enrique Santos is a good friend of mine but outside of Miami he has never had any success. He’s not making any impact in Atlanta ,failed in Houston even his Tampa numbers are not great.. seems like I heart has to much faith based on what he had done in the past in Miami.
There are no August numbers yet. Week 3 of August just came out this week. We will see the August book next week.
The July numbers looked good, but it's debatable if this can be sustained with the coverage, the format and the market characteristics. But, as I said, that is enough to get the station on most broad Hispanic national buys.
I apologize, I meant the July numbers, whch were released earlier this month instead. Time will tell!
Sounds like the new station on 99.9 is forcing Rumba to make some changes . Glad Boston has some competition and more Spanish language options
He sounds pretty decent from what I can hear.
From the new numbers it seems like they need some help and I would expect a shift in the next book
I guess we will know soon . It’s not always about the size of the stick
No, it isn't always about who has the bigger stick, it is who has brand loyalty, who has been in the market longer, it is who has a marketing budget to get noticed, it is who has the biggest social media buzz, it is who is doing club events and concerts....
It is said it takes a couple of years after a flip to get profitable... when you are buying your air time and trying to establish relationships with local advertisers, trying to get the national agencies to throw you a bone when the competition is kicking your butt up and down the book..... anyone want to make book on how long before the new guys run out of money?
They are not even starting with a flip, they are starting from below sea level... WJDA AM and their Translator? Who outside the radio business knew WJDA still existed? They were selling time for something like $25/hr last I heard.
It is said it takes a couple of years after a flip to get profitable... when you are buying your air time and trying to establish relationships with local advertisers, trying to get the national agencies to throw you a bone when the competition is kicking your butt up and down the book..... anyone want to make book on how long before the new guys run out of money?
They are not even starting with a flip, they are starting from below sea level... WJDA AM and their Translator? Who outside the radio business knew WJDA still existed? They were selling time for something like $25/hr last I heard.
It's about having what it takes to compete, which is tough with a substandard signal, substandard marketing budget, substandard talent, substandard resources, substandard research....
I don't mean to be a debbie downer, but I don't know that a daytimer and "WS260DS" have what it takes to compete with iheart and their resources.
I would be happy if you prove me wrong.
Question: Are the people creating the programming buying the time from WJDA, or otherwise leasing WJDA?
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Remember, 95% of the at-home and at-work listening is inside the red innermost contour. I think the radio-locator red contour is 60 dbu, and for nearly everyone it takes a 65 dbu for comfortable indoor listening. More than half of all listening is indoor, not in-car.
A new station can become profitable almost "overnight" if it gets great ratings in its first or second book. Some station take longer, such as talk formats or a sports format on a station with no play-by-play of a major local team.
I've had a station make incredible money in its first month, and others take 6 to 8 months to turn the corner. It depends on a lot of things, such as an advertiser-appealing format, how often ratings come out, whether it is a PPM or diary market, the number of stations, whether it is part of a successful cluster and so on....
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