The station, formerly 104.7-FM WEXT, will offer a playlist of regional Mexican music, including Rancheras, Norteñas, Grupos, Bandas and Cumbias, targeting Hispanic consumers ages 18-49.
Milwaukee, the nation’s 22nd largest Hispanic market in the U.S., has witnessed explosive Hispanic population growth. According to the 2000 census, Hispanics or Latinos make up approximately 12% of Milwaukee’s total population. It is reported that Milwaukee’s Hispanic community has grown by more than 100% over the past 10 years.
Skip Weller, President and Co-COO of NextMedia Operating, Inc., said, “Our launch of ‘La GranD’ marks NextMedia’s entry into the rapidly growing Spanish-language radio segment. Milwaukee is a thriving city with a strong Hispanic community and we are thrilled to provide this market with its first-ever Spanish-language FM radio station."
Programming for “La GranD” will be provided by Bustos Media Networks, the country’s premier syndicator of Spanish-language programming. The “La GranD – La Mas Mexicana” format addresses musical taste of the first and second-generation individuals of Mexican origin in the United States, focusing on the key demographic segment of adults ages 18-49.
Kira Lafond, Vice President and General Manager of seven of NextMedia’s radio stations will oversee 104.7-FM “La GranD”. To kick off the new format, “La GranD” will play 10,000 songs in a row, beginning on Friday.
NextMedia operates 59 stations in 15 markets throughout the United States.
- From a NextMedia News Release
