From the MODESTO BEE:

http://www.modbee.com/local/story/11...12363570c.html

Radio station switches to Spanish-language format

Rock 'n' roll may never die, but Modesto's active rock station has bitten the dust.

New Rock 96.7 FM, a Clear Channel station, switched to the Spanish-language format "La Preciosa" early Tuesday.

It now broadcasts a Spanish variety format, playing hits from the '70s, '80s and '90s.

Gary Granger, Clear Channel-Modesto general manager, said the change made good business sense.

"One of the responsibilities of those entrusted with running a business is to seek out and seize opportunities," he said via e-mail Tuesday. "La Preciosa is the right format in the right market on the right FM frequency at this time."

The station broadcasts the same programming as the La Preciosa channels in the Bay Area, Fresno, Bakersfield and other cities.

La Preciosa is Spanish for "the precious one."

{snip}

He said the new format takes advantage of Stanislaus County's fastest-growing listener base. Arbitron reported in May that the number of Spanish-language radio stations in the country had reached an all-time high.

"There is tremendous demand for Hispanic language radio and particularly for the brand of radio that comes from La Preciosa," he wrote. "With an Hispanic population exceeding 35 percent and growing, there is lots of room to carve out a very large listenership, particularly with a powerful and proven format such as La Preciosa."

He said La Preciosa's announcers all come from Mexico, and he hopes that will help connect listeners to their homeland and the station.

Granger said the station plans to reach out to the Latino community in a number of ways, including being active in community events and in the Spanish-language media. He said the station has been asked to broadcast Sunday morning church services in Spanish.

"We are discussing (broadcasting services) with a number of Catholic churches now," he said. "The station will be mobile every day reaching out to the Hispanic community, learning about its needs and finding ways of addressing those needs on the air."


VIVA LA MIGRA!