WORD IS OUT...KZEP SOLD BY LOTUS TO CC.

[Radio Hound]

Maybe, just maybe, CC will light up KZEP's HD signal. It's my understanding that the equipment was installed months ago but has never been engaged. Go figure........

And to CC's credit, they have been aggressive in HD.

 

[Gumboots]

Anyone know how long it will take for CC to be cleared by FCC to officially take over KZEP?

 

[davideduardo]

Anyone know how long it will take for CC to be cleared by FCC to officially take over KZEP?

First the deal has to be filed with the FCC, which we can assume to be in the next few days. Then it could take anywhere from 30 to 90 days if there are no "issues" involved. Closing should take place within 30 days of approval.

Rumor has it that Clear is likely to put La Preciosa on the station.

 

[Gumboots]

Seems risky to add La Presiosa in a market against Digital 104.1 and Spanish Hits 95.1 nto to mention powerhouse KROM. And look at poor, gasping Las Ley. Why drop KZEP when the classic rock format is so strategic against KISS and Jack? A clue that they might leave well enough alone was the CC staff "Celebration" Friday about "New acquisition of #1 Classic Rock station KZEP." Perhaps they are betting on an entrenched brand like KZEP holding its value. Why flip it to Spanish and evaporate 20 years of equity? How reliable's your source DavidE?

 

[davideduardo]

Seems risky to add La Presiosa in a market against Digital 104.1 and Spanish Hits 95.1 nto to mention powerhouse KROM.

Digital has a marginal signal, so 95 X and Estereo Latino are the only full signals. One is Spanish Hits (often called CHR) and the other is Regional Mexican. Neither plays even 5% of the songs that La Preciosa plays, as Preciosa is classic hits (oldies) and aims at a different age group, lifestyle, etc.

And look at poor, gasping Las Ley.

Another rimshot.

Why drop KZEP when the classic rock format is so strategic against KISS and Jack? A clue that they might leave well enough alone was the CC staff "Celebration" Friday about "New acquisition of #1 Classic Rock station KZEP." Perhaps they are betting on an entrenched brand like KZEP holding its value. Why flip it to Spanish and evaporate 20 years of equity? How reliable's your source DavidE?

I said it is a rumor... but the source is credible. I think your point makes more sense, but a cluster "strategy" sometimes does not make much sense.

 

[Gumboots]

95.1 bombed with "Recuerdo" (a Preciosa format) after changing from Reggeaton and before changing to 95X. How can Preciosa expect to do better? There are no slam dunk Spanish formats in SA. Classic Rock, however, is a proven winner with decades of longevity going for it. I imagine a competitive morning show on KZEP could give the aging KISS something to worry about.

 

[davideduardo]

95.1 bombed with "Recuerdo" (a Preciosa format)

Actually, Preciosa is a Recuerdo format.... Recuerdo invented the concept in 2000 and Preciosa copied it in about 2003 or so.

95.1 was a rimshot until the tower move, completed in November of 2007. Any format on that channel, especially if Hispanic, was in for trouble as it did not cover the southern part of the market well.

How can Preciosa expect to do better?

Signal.

[/quote] There are no slam dunk Spanish formats in SA. [/quote]

Actually, there are... but just not enough good signals.

 

[saradio1]

Posted by: DavidEduardo- Actually, there are... but just not enough good signals.

No disrespect David but I have no probs picking up La Ley 95.7, Digital 104.1, and 95.1 even prior to November 2007. This is at home and at the office on the NW side of SA(410/10).

 

[FromTheBleachers]

Anyone know how long it will take for CC to be cleared by FCC to officially take over KZEP?

First the deal has to be filed with the FCC, which we can assume to be in the next few days. Then it could take anywhere from 30 to 90 days if there are no "issues" involved. Closing should take place within 30 days of approval.

Rumor has it that Clear is likely to put La Preciosa on the station.

Not that CC hasn't done plenty of things that don't make sense, but that one wouldn't make sense. You have no other Spanish-language formats in that building, which means you would have to assemble an entire staff (production, sales, air talent) from scratch and would not be able to take advantage of the people that are already in the building. If there's one thing we've all learned from consolidation it's that it's all about consolidated jobs to save money. If the format is English, jobs can be shared.

If you leave it classic rock, then you have a male-oriented station FM, which CC doesn't currently have. You have a sales staff that has not been able to chase those advertising dollars (BEER!) and it is a nice compliment to all of the female-leaning stations.

If anything, they will add Bob and Tom, which is Premiere and is featured on a ton of CC classic rock stations. That would give you better personalities to go up against Lisle and Hahn, without having the expense that would come from doing it locally. And it makes the local management the heroes since they help out Premiere with a top market clearance for one of their biggest shows. Basically, a carbon copy of what they did for the company when they added Kraddick.

CC follows formulas folks, it's not too hard to pick out the one or two scenarios they are going to choose from.

 

[daypart]

If you leave it classic rock, then you have a male-oriented station FM, which CC doesn't currently have. You have a sales staff that has not been able to chase those advertising dollars (BEER!) and it is a nice compliment to all of the female-leaning stations.

If anything, they will add Bob and Tom, which is Premiere and is featured on a ton of CC classic rock stations. That would give you better personalities to go up against Lisle and Hahn, without having the expense that would come from doing it locally. And it makes the local management the heroes since they help out Premiere with a top market clearance for one of their biggest shows. Basically, a carbon copy of what they did for the company when they added Kraddick.

CC follows formulas folks, it's not too hard to pick out the one or two scenarios they are going to choose from.

This scenario makes a ton of sense, FTB. If there's room, I will place my betting chips in that square with yours. 8)

 

[davideduardo]

Not that CC hasn't done plenty of things that don't make sense, but that one wouldn't make sense. You have no other Spanish-language formats in that building, which means you would have to assemble an entire staff (production, sales, air talent) from scratch and would not be able to take advantage of the people that are already in the building. If there's one thing we've all learned from consolidation it's that it's all about consolidated jobs to save money. If the format is English, jobs can be shared.Non-commercial station fined for plugging sponsors’ products.

Preciosa is a 24/7 plug 'n play network. No staff needed. Just sellers. The production, at least initially, can be done at their HQ station in Salinas, CA. And finding bilingual production peopole in SA is not exactly hard. All they need to do is train the sellers, based on successes in other markets.

Still, even to me it does not make much sense as the Hispanic population in SA is more assimilated than in most any other major Hispanic market in the US, and collectively as likely to enjoy rock as most of the Spanish langauge formats. On the other hand, the Spanish dominant audience just can't be reached in English, so there are various arguments to be made there.

 

[Gumboots]

KZEP is the opposite of "plug and play" and that's been the key to its success. The talent is local, the DJs actually play requests, and draw crowds at remotes. The play-list is tailored to the market, playing acts like Budgie, Rush and Triumph in heavy rotation; you won't hear that anywhere else on a top five station. Certain concerts, such as Iron Maiden and UFO, fit better than on other stations. Plus, "Classic Rock" attracts more Local/Direct dollars than Spanish. Why? Most Local/Direct advertisers are unfamiliar with Spanish formats so will place their money with stations they may listen to and understand. Why do KTSA, WOAI, KZEP, and country stations do well with Local? Because business owners are in their demo and listen regularly.

 

[davideduardo]

Plus, "Classic Rock" attracts more Local/Direct dollars than Spanish. Why? Most Local/Direct advertisers are unfamiliar with Spanish formats so will place their money with stations they may listen to and understand. Why do KTSA, WOAI, KZEP, and country stations do well with Local? Because business owners are in their demo and listen regularly.

More than half of San Antonio is of Hispanic heritage... and a greater proportion of local businesses are owned by Hispanics than non-Hispanic whites.

 

[Throwdown]

David...

Hey do you think/believe it is still possible for a spanish language station to carve out a niche of local/mom & pop advertisers at lower rates/

Enough to make good money, because the bigger players don't like trade or cash n carry advertisers?

I know an owner in the Beach area that is doing something like this.

What are your thoughts about this in a market this size?

 

[davideduardo]

What are your thoughts about this in a market this size?

That's pretty much what KEDA is doing. In every market, there are a few stations that can not always go after the big accounts as the ratings are low... due to signal or some other reason... and they survive nicely on the lower rate customers who can and do get results that are good based on the low cost.

 

[Throwdown]

David...not to put you on the spot.

How do these advertisers get anything from a station with say a 0.5 share? Is anyone really listening?

It would seem like handfulls to me. Even with verifiable listenership, the value is oft times hard to prove.

?

 

[davideduardo]

David...not to put you on the spot.

How do these advertisers get anything from a station with say a 0.5 share? Is anyone really listening?

It would seem like handfulls to me. Even with verifiable listenership, the value is oft times hard to prove.

?

It's all about price. So the average spot reaches 1000 persons and not 15,000. The cost is likely commensurate with the ratings, and a client can "own" the station and get huge frequency with fewer total persons... and that sometimes works great.

 

[saradio1]

IMO, I don't see CC doing many changes to KZEP. Sure the airstaff might change but overall the music will remain the same.

GO SPURS!!! ;D

 

[Gumboots]

More than half of San Antonio is of Hispanic heritage... and a greater proportion of local businesses are owned by Hispanics than non-Hispanic whites.

David, I take exception with your comment that the majority of local business are owned by Hispanics. Aside from a few high profile Hispanic clients and ad agencies, most of the local owners of banks, auto dealers, nightlcubs, and retailers are not Hispanic.

The CC (either "Clear Channel" or "Cookie Cutter" -take your pick) approach, which is supposed to be easy and cheap, is really costly in terms of lost listeners and advertisers. But it looks great on paper: Change a signal to Spanish Hits in a heavily Hispanic market and watch the ratings and revenues soar! Unfortunately bad business decisions are made on this faulty premise. Strong and reliable ratings on a Spanish station are elusive. And unlike general market, Spanish ratings do not equal revenue. Even when a local Spanish station is succeessful, local buyers avoid it, because rightly or wrongly they perceive the listeners as not affluent. While some national and regional accounts have Hispanic budgets, most local and agency accounts are planned and bought by Anglo men and women. In San Antonio, buyers with Hispanic surnames are usually English dominant and listen to stations like Y100 and KXXM. And General Market is where most of their money is spent.

Bottom line: If you change a station like KZEP to La Preciosa you lose the brand equity that has been built for 20 years. And for what? Another Spansih station that may not register in ratings or revenue.

 

[oldjohnny]

More than half of San Antonio is of Hispanic heritage... and a greater proportion of local businesses are owned by Hispanics than non-Hispanic whites.

David, I take exception with your comment that the majority of local business are owned by Hispanics. Aside from a few high profile Hispanic clients and ad agencies, most of the local owners of  banks, auto dealers, nightlcubs, and retailers are not Hispanic.

He said "local businesses", not major retailers.