WPAT FM's Low Ratings

[Barry]

While Spanish language stations Mega 97.9 and X96.3 are getting decent overall ratings, WPAT FM 93.1 has been mired around 1.5 for quite some time. The only commercial class B in this market with lower ratings is the tractionless WEMP. They have tried several format adjustments in the past year or two, and now sound more like a CHR. But the ratings have not improved.
With WEPN 1050 AM planning to switch to Spanish language sports in September, there will be even more competition for the Hispanic audience. Perhaps there are more Spanish FMs than this market can fully support. Or maybe they should try a talk format, like some other new FM stations.
I also find it curious that the overall ratings of X96.3's sister station, Regional Mexican WQBU 92.7 are about half of what they were a year ago. They were recently at only .3.

[DavidEduardo]

With WEPN 1050 AM planning to switch to Spanish language sports in September, there will be even more competition for the Hispanic audience.

If you look at the Spanish language ESPN numbers in other markets, it's no competition at all.

Perhaps there are more Spanish FMs than this market can fully support. Or maybe they should try a talk format, like some other new FM stations.

Outside of Puerto Rico, there are no successful Spanish language talkers anywhere on the mainland. Even apparently successful ones, like WAQI, have ultra-geezer demos. In 25-54, or the Hispanic sales demo, 18-49, there is little potential to exceed what WPAT has now.

There are rumors that the recent changes at KXOL in LA will be applied to WLEY, WPAT and WXDJ.

I also find it curious that the overall ratings of X96.3's sister station, Regional Mexican WQBU 92.7 are about half of what they were a year ago. They were recently at only .3.

That is the problem you have when you take a limited signal and target a subset of a subset of a subset of a subset... Hispanic, Spanish dominant, from Mexico, who like regional Mexican music. Any little change in sample will be very noticeable.

[Barry]

There are rumors that the recent changes at KXOL in LA will be applied to WLEY, WPAT and WXDJ.

That may make sense. KXOL, LA96.3 has DJs talking mostly in English, and plays at least 50% music in English. Perhaps this type of format would attract more second and third generation Hispanics, who are currently tuning into WKTU, Z-100 etc, than what WPAT currently offers. And a fair number of people that are not of Hispanic background may enjoy the high energy "Party" presentation.
And their new morning personality, DJ Laz, is fun to listen to. I think he would sound fine if he is also broadcast in New York. He has made it clear he would like to be heard in other markets in addition to L.A.

LA 96.3 Stream: http://lamusica.com/sbsplayer-latino.php

[ansky212]

That may make sense. KXOL, LA96.3 has DJs talking mostly in English, and plays at least 50% music in English.

But isn't that pretty much what X96.3 is already doing?  It would seem that an all-English format on 93.1 would make the most sense.  Reason being, there are probably not many English speaking people that are going to listen to a 50/50 English/Spanish split (I know I wouldn't, which is why I don't listen to 96.3).  You're probably more likely to get Spanish speaking people to listen to an all-English station.

[Barry]

That may make sense. KXOL, LA96.3 has DJs talking mostly in English, and plays at least 50% music in English.

But isn't that pretty much what X96.3 is already doing?  It would seem that an all-English format on 93.1 would make the most sense.  Reason being, there are probably not many English speaking people that are going to listen to a 50/50 English/Spanish split (I know I wouldn't, which is why I don't listen to 96.3).  You're probably more likely to get Spanish speaking people to listen to an all-English station.

LA 96.3 (KXOL) sounds very different from X96.3 in New York. The personalities there speak almost entirely in English, and play none of the salsa, merengue and bachata heard on X96.3. They play lots of the rhythmic music heard on WKTU, along with mainstream Hispanic artists such as Pitbull and Daddy Yankee.
According to RadioInsight.com today, DJ Laz and the Party format will likely  also be heard on sister SBS station WRMA in Miami, starting in early July. WRMA is currently Spanish AC. So the rumor mentioned by David Eduardo is his post above that this programming will also be brought to WPAT FM may turn out to be correct.

[Theater of My Mind]

Tony Santiago will be so happy. Maybe WXRK can switch back to rock and then everyone will be happy (except country fans of course).

[Barry]

I recall reading that WKTU has many Hispanic listeners.
So perhaps if WPAT FM gets a format similar to KXOL, LA 96.3 with lots of rhythmic music and some of the big Spanish hits, it will give them some competition.

[radioguy39nj]

Tony Santiago will be so happy. Maybe WXRK can switch back to rock and then everyone will be happy (except country fans of course).

If WPAT-FM switches and gains listeners at 92.3 NOW's expense, say hello to WFAN-FM.  CBS could move WFAN's local programming to 92.3 and have a 50 kW blaster on 660 AM for the all-new CBS Sports Radio.  

[d21ofnj]

Tony Santiago will be so happy. Maybe WXRK can switch back to rock and then everyone will be happy (except country fans of course).

There's a stronger chance WFAN will be on 92.3 than the return of K-Rock for a 3RD time.

[Barry]

Tony Santiago will be so happy. Maybe WXRK can switch back to rock and then everyone will be happy (except country fans of course).

If WPAT-FM switches and gains listeners at 92.3 NOW's expense, say hello to WFAN-FM.  CBS could move WFAN's local programming to 92.3 and have a 50 kW blaster on 660 AM for the all-new CBS Sports Radio.  

If WPAT adopts LA 96.3's rhythmic bilingual format, I believe it may have more impact on WKTU, rather than 92.3 Now. It is really more of a rhythmic format, rather than CHR.
If the change takes place, and is successful, it would be interesting whether WKTU would make any tweaks. The format could pull Hispanic listeners from 'KTU.