Greg Davis Doubles-Down With ‘La Raza’ In Atlanta


On August 18, 2003, Broadcast Investment Associates sold a 100kw Class 1 facility serving Rome, Ga., and much of Atlanta’s northwestern suburbs to Woman’s World Broadcasting for $5,403,196.

Led by Suzanne Stone, Woman’s World operated the station until early 2008, when Cox Media Group inked a Local Marketing Agreement with the licensee.

Now, Stone’s group has opted to part ways with the station by handing it to an independent multicultural broadcaster who has served the Atlanta Hispanic community for nearly 15 years.

In an announcement made late Monday (9/24), ahead of a Form 314 filing with the FCC, Davis Broadcasting — led by Greg Davis — has agreed to purchase WTSH-FM 107.1, licensed to Aragon, Ga., from Woman’s World.

Terms were not disclosed by Davis.

Effective Monday, Davis immediately assumed control of WTSH, dropping the “Your Georgia Country” simulcast it has shared with Cox Media Group’s WNGC-FM 106.1 — a Class C1 facility licensed to Arcade, Ga., in Atlanta’s far northeastern suburbs, since June 2015. Prior to that, WTSH aired an Alternative format.

In doing so, Davis began simulcasting his Class A Regional Mexican WLKQ-FM 102.3 — licensed to Buford, Ga. — and Jonesboro, Ga.-based FM translator W296BB at 107.1 MHz, serving southeastern towns including Conyers and Redan, Ga.

The addition of WTSH will bring “La Raza” to a wide swath of the Atlanta DMA, including such communities as Dalton, Calhoun and Marietta. All three communities have seen strong growth in its Latino population over the past decade.

It also gives a stronger regional Mexican signal to listeners in the northern portions of the vast Atlanta DMA, as iHeartMedia competitor WBZY-FM 105.3 is based in Bowden, Ga., to the southwest of downtown Atlanta. The other regional Mexican FM in the Atlanta market is Class A WAZX-FM 101.9, based well to the north of Gainesville in the northeastern portion of the DMA.

According to Davis, “La Raza” will now have the largest coverage of any FM radio station targeting the region’s Hispanics. According to Pew, Atlanta’s Hispanic population numbers 546,000, with many from Mexico.

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