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Radio | Around the Dial

A Change for the Better

Ratings go up after Spanish-language KBUA and KBUE make music the priority.

July 22, 1999|KEVIN BAXTER | TIMES STAFF WRITER

A couple of months ago, you could have taken the pulse of Spanish-language radio here by simply putting your eyes on a couple of station billboards.

The simple red, white and blue advertisements for adult-contemporary station KLVE-FM (107.5), for example, featured a tasteful photo of singers Enrique Iglesias or Juan Gabriel alongside the station's call letters. The focus was on the music, and the audience responded, making it either the first or second most-listened-to station in the market for 2 1/2 years.

The racy placards for Mexican regional stations KBUE-FM (105.5) and KBUA-FM (94.3), meanwhile, featured a picture of a voluptuous woman wearing a cowboy hat and boots. At KBUA/KBUE, the focus was on . . . well, it wasn't on the music, that's for sure. In fact, music wasn't even mentioned. And the simulcast stations' performance languished as a result.

The woman is gone now; today KBUA/KBUE is building its image around a couple of short, balding men--but not on billboards. Instead, Eduardo Leon and Pepe Garza are concentrating on music, and in the seven months since they took over the programming at KBUA/KBUE, the stations' audience has jumped more than 50%.

"What Eddie and his team did was put the focus back on the radio station and the music and focus on what we do best," says KBUA/KBUE General Manager Andy Mars, who also manages Liberman Broadcasting's ranchera station, KKHJ-AM (930), and its Orange County-based adult-contemporary outlet, KWIZ-FM (96.7).

The wisdom of that new focus was rewarded when last week's quarterly Arbitron ratings came out. The survey showed KBUE with a 2.7% share of the audience, and if you combine that with the 0.4% of San Fernando-based KBUA, which carries the "Que Buena" programming north of the Cahuenga Pass, the simulcast stations had a 3.1 average quarter-hour share. That was good for ninth in the Los Angeles-Orange County market and third-best among Spanish broadcasters.

Not incidentally, KBUE also improved its antenna in January, almost doubling its power and extending its reach far into the San Gabriel Valley. But, Mars said, Leon deserves the credit for the station's turnaround. After all, even a strong signal won't draw listeners if it's not broadcasting anything worth listening to.

"We didn't change the name, but we changed a lot of things on the station," says Leon, vice president of programming for the Liberman group. "It's basically the same kind of music. We're playing corridos and we're playing the hard-core original Mexican, which nobody else in town is playing. We just fine-tuned formatics, [and] we have been very successful at telling people what we are all about."

Leon has followed a similar strategy with KKHJ, which floundered during its 14 months as the nation's only Spanish-language news station. In January, Leon christened a ranchera format with a heavy rotation of hits from the likes of Jose Alfredo Jimenez, Javier Solis and Pedro Infante; the station doubled its ratings in just three months.

"To me it was very basic because all the AM stations were doing basically talk," he says. "None of the stations were doing extremely well, and yet everybody was doing the same format. On top of that, there was a big opening in traditional Mexican music. Nobody was doing that.

"There are no hidden secrets in radio. I'm using everything I know. And so is everybody else."

Leon, 35, came to the Liberman group from Chicago, where he served as a programming consultant to more than a dozen stations nationwide, including KLEY-FM in San Antonio and WLEY-FM in Chicago as well as outlets in Fresno, Bakersfield, Indio and Albuquerque. At one point, seven of his stations were ranked No. 1 in their respective markets.

A native of Michoacan, Mexico, Leon broke into radio at a small station in Santa Maria, did a brief turn as a deejay at "La Maquina," KMQA-FM (98.7), in Los Angeles and worked in various capacities for the national Spanish Broadcasting System and EXCL chains.

Garza, meanwhile, the programming director for KBUA/KBUE, programmed the top-ranked station in Guadalajara before coming to Southern California 19 months ago as part of a high-profile shake-up at KLAX-FM (97.9). But that station's experiment with an all-Mexican programming team quickly dissolved and Garza, 33, jumped across town last November to join the Liberman group.

Que Buena obviously has benefited from the general state of chaos that has recently enveloped KLAX-FM (97.9), long considered one of the country's preeminent Mexican regional stations. KLAX has gone through a half-dozen program directors--including Garza--since January 1998, and that instability has been reflected in the station's fluctuating audience numbers, which have bounced between a 2.1 and 4.1 share since the fall 1997 ratings survey.

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