For many years, Spanish-language radio stations have taken a stab at targeting the segment of the Hispanic communities across New England with programming believed to be of interest to this audience.
Few have had success. A “lone wolf” has perhaps reaped the rewards of Hispanic Radio in this region. That would be the Ledyard, Conn.-based operation that recently changed its name from Red Wolf Broadcasting Co. to Full Power Radio.
In this Hispanic Radio Podcast, RBR+TVBR Editor-in-Chief Adam R Jacobson chats with Full Power founder John Fuller about how his company has grown thanks to stations offering two distinct two English-language formats and the Latin pop-fueled “Bomba Radio.”
What advice does Fuller have for broadcast companies seeking to emulate what Fuller has accomplished not only in Hartford, but also in nearby Springfield, Mass., and New Haven?
It’s all here in this 15-minute podcast.
THE FULL STORY
In Hartford, Full Power’s presence has been seen in two somewhat disparate arenas: Alternative Rock and Spanish-language radio. The company’s entry into Hartford came in April 2009, when The Aloha Station Trust created for a series of spin-offs from iHeartMedia predecessor Clear Channel agreed to sell the once and current WMRQ-FM 104.1 in Waterbury, Conn. (then WURH-FM) to Fuller’s Red Wolf for $7.9 million.
WMRQ is today “Radio 104.1,” with its HD2 “Bomba Radio” attracting a significant audience via FM translators in Hartford, Meriden, and Waterbury. While listed as WMRQ HD2 in the Nielsen Audio ratings, “Bomba Radio” originates at WSPR-AM 1490 in Springfield, Mass.
This is one of four facilities Red Wolf obtained from the former Davidson Media Group in November 2015, along with WKKB-FM 100.3 in Providence; WACM-AM 1270 in the Springfield, Mass., market; and what is now WNTY-AM 990 in Hartford.
WNTY is now a part of Red Wolf’s regional “KOOL Radio” network of Oldies stations; it uses translator W241CG at 96.1 MHz to cover a large portion of central Connecticut.
The other stations serve the Hispanic community in their respective markets.
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