Karla Santos Named KDAY/KDAI Market Manager; Magic Broadcasting Spins KWIE To Liberman
July 19, 2007 at 7:44 AM (PT)
MAGIC BROADCASTING simultaniously promotes KARLA SANTOS to Market Manager of Top 40/Rhythmic simulcast KDAY/LOS ANGELES and KDAI/RIVERSIDE, while selling Top 40/Rhythmic KWIE (WILD 96.1)/RIVERSIDE to LIBERMAN BROADCASTING for a reported $25 million.
LIBERMAN owns Spanish independent KRCA-TV/RIVERSIDE-LOS ANGELES, Regional Mexican KBUE-KBUA (QUE BUENA)/LOS ANGELES and Spanish Hits KWIZ (SONIDO 96.7)/SANTA ANA (ORANGE COUNTY) in SOUTHERN CALIFORNIA. MAGIC retains LOS ANGELES Urban simulcast KDAY/REDONDO BEACH and KDAI/ONTARIO, CA.
The divestiture of KWIE (Wild 96.1)/Riverside to a Spanish language broadcaster is a key part of Magic Broadcasting's strategy to build a Southern California Superstation
MAGIC Partner ROY LAUGHLIN, JR. commented, "The divestiture of KWIE (WILD 96.1)/RIVERSIDE to a Spanish-language broadcaster is a key part of MAGIC BROADCASTING's strategy to build a SOUTHERN CALIFORNIA superstation concept at 93.5 KDAY to serve LOS ANGELES and 93.5 KDAI (soon to have call letters changed to KWIE) to serve the INLAND EMPIRE simultaneously. 93.5 KDAY and 93.5 KDAI are the only L.A. radio stations with towers in both L.A. and RIVERSIDE Counties."
CEO DON MCCOY commented, "LIBERMAN BROADCASTING is taking advantage of a unique situation to expand in the US' #10 Hispanic market as MAGIC BROADCASTING moves to maximize the opportunities for both of our SOUTHERN CALIFORNIA signals: 93.5 KDAY and 93.5 KDAI. We believe that the strategy for 93.5 KDAY and 93.5 KDAI to simultaneously serve advertisers looking to deliver either (or both) the L.A. and rapidly expanding INLAND EMPIRE will resonate now and even more by the time the ARBITRON PPM is introduced in JANUARY '08 for both L.A. and RIVERSIDE."
KARLA SANTOS commented, "93.5 KDAY/KDAI has grown 100+% in key demos/dayparts in both the L.A. and RIVERSIDE ARBITRON since the addition of STEVE HARVEY, signal improvement and marketing investments. Exciting plans to take the L.A. and I.E. marketing presence for 93.5 KDAY/93.5 KDAI in L.A. and in the I.E. this FALL will be released soon. I believe that 93.5 KDAY/KDAI will be recognized in the PPM world as one of the strongest value buys in the SOUTHERN CALIFORNIA radio market for advertisers that recognize the unique impact these two towers have on both L.A. and the I.E.".