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 nations 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 Milwaukees total population. It is reported that Milwaukees 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 NextMedias 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 countrys 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 NextMedias 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