WNJC & Spanish Programming

[John1]

There's an article in the Inquirer today about the popularity of the Spanish programming buying time on WNJC. The programming is aimed at the local Mexican population (especially working in South Jersey farm areas). Apparently WEMG in Camden is geared toward the Puerto Rican Spanish population and would not play any Mexican music when requested. Interesting that the WNJC website doesn't even mention this block of programming, they only list some individual programs people buy time for on the station. How many hours is Mexican programming a week?

Wonder what style of Spanish programming WTTM will have with their new format?
A Spanish speaking coworker from South America (who also speaks English very well) can't believe there are no FM contemporary Spanish stations here as in New York or Washington - she likes the artists they play. Would the younger Spanish audience in this market listen to music on AM if offered, or is AM just for the older listener?

 

[Slinky]

> Would the younger Spanish audience in this market
> listen to music on AM if offered... ?

I would say 1310 proves that they do not. Looking at the La Mega playlist, they're playing reggaeton stars like Don Omar, Ivy Queen, and Zion & Lennox, alongside the songs that appeal to an older audience.

If younger Hispanic listeners wanted to listen to AM, they'd be listening to 1310. An FM would probably get about triple the ratings 1310 does right now. That hypothetical FM probably wouldn't make a ton of money, but it would do much better than the AM does now.

 

[davideduardo]

> There's an article in the Inquirer today about the
> popularity of the Spanish programming buying time on WNJC.
> The programming is aimed at the local Mexican population
> (especially working in South Jersey farm areas). Apparently
> WEMG in Camden is geared toward the Puerto Rican Spanish
> population and would not play any Mexican music when
> requested.

Actually, WEMG is formatted Caribbean tropical, which is a genre that does not appeal to 99.9% of Mexicans. Obviously, Mexican music (whatever that is) in most of its forms would not fit such a format as there is no Caribbean Tropical recorded in Mexico.

> Wonder what style of Spanish programming WTTM will have with
> their new format?
> A Spanish speaking coworker from South America (who also
> speaks English very well) can't believe there are no FM
> contemporary Spanish stations here as in New York or
> Washington - she likes the artists they play.

The total Hispanic market in NY is over 20% of the whole market, and it is nearly 10% in DC. In Philly, the Hispanic market is just over 5% of the population. Of that group, nearly 60% are not Spanish dominant and would not listen to Spanish radio... this is mostly the Puerto Ricans, who are in second and third generation and often do not use Spanish.

Spanish Ac or pop is a niche format. If it gets a 3 share in NY, it would get a 0.5 at best in Philadelphia. Not economically viable.

> Would the
> younger Spanish audience in this market listen to music on
> AM if offered, or is AM just for the older listener?

Hispancs as a rule are not big AM listeners except for talk. In Puerto RIco, Dominaican Republic, Colombia, etc., the AMs are worse off than in the US.

 

[Joseph]

> > Would the younger Spanish audience in this market
> > listen to music on AM if offered... ?
>
> I would say 1310 proves that they do not. Looking at the La
> Mega playlist, they're playing reggaeton stars like Don
> Omar, Ivy Queen, and Zion & Lennox, alongside the songs that
> appeal to an older audience.
>
> If younger Hispanic listeners wanted to listen to AM, they'd
> be listening to 1310. An FM would probably get about triple
> the ratings 1310 does right now. That hypothetical FM
> probably wouldn't make a ton of money, but it would do much
> better than the AM does now.
>

WEMG 1310 programming 90% Puerto Rican Music = Salsa and Reggaeton, 10% Merengue,Bachatas, Pops. = Mexican,Colombian,Dominican and south american are absent in this format

WNJC 1360 for Philly the signal is very weak and their playlist is 90% Mexican, 10% Salsa,Merengue,Bachatas,pop and reggaeton = Puertorican,Dominican,Colombian and south american are absent in this format.

Our Espectation is WTTM Playlist mix 100% in equal quantity for each ethnic group