8121 Georgia Ave. 10th Floor
Silver Spring, MD 20910
Main Phone: 301/588-6200
Programming Fax: 301/585-0201
Mega Communications
is making waves in the Spanish radio industry after its recent acquisition of two Washington, D.C., area radio stations. The company purchased AM stations WBZS (730) and WZHF (1390) about two weeks ago from California-based Douglas Broadcasting. On May 1, the WBZS business news format and lifestyle station WZHF will change to a Spanish language format, says general manager Antonio Guernica. Media relations execs who want to reach the Latino community should make Mega producers a first priority.
The company owns a total of 16 radio stations on the eastern seaboard in cities such as Boston, Philadelphia and Tampa.
Within the Washington market, there are three groups of stations that should be on your radar screen. WBZA and WINX (1600 AM) are grouped as Mega stations and target the 18- to 34-year-old market. This youth format can be a bit "raunchy" says Guernica, so pitch cautiously.
WZHF will house the Amor programming format which targets an international audience ages 25 to 54 with news, talk and music. WKDL (1050 AM) and WKDV (1460 AM) carry Radio Unica - syndicated Latin American programming. This target market varies, says Guernica, but will most likely be sports-heavy. Contact the three program directors to suggest ideas for the shows. The following are program directors for the three stations: Luis Briceno for Mega; Alfredo Polanco for Amor; and Antonio Aguilar for Radio Unica. Guernica says mail is best to reach the programmers.