Report: La Raza Thriving In Gwinnett

From Roddy Freeman, Atlanta Radio Views

La Raza 102.3 WLKQ-FM is accomplishing something extremely rare in the radio business.  The small-signaled station, in the shadow of the Atlanta giants, is getting good ratings and making big money. 

The urge to own a radio station has always been kind of analogous to the sex drive.  People want it so badly that they sometimes act without thinking.  Going back to the early days of music radio, stations just outside major markets signed on as fast as families were moving to the suburbs. 

Let's face it; people in towns like Carrollton, Griffin and Cartersville listen to Atlanta radio, and for good reason.  The Atlanta stations sound much better, pure and simple.  It's that way across the country in communities close to a major population center. 

The thinking has always been that stations in towns near large cities can super serve their community and be a place where local merchants can afford to advertise.  And that's been true to some extent, but competing in the shadow of the big boys is a tough row to hoe. 

For years, WLKQ-FM was Oldies Lake 102.  It was a station that was full of surprises because unlike major market Oldies stations, its music was not driven by research but by what the Program Director liked.  Lake 102 was considered a successful station, but success is relative.  Selling primetime spots for $25 is not everyone's idea of success. 

When the Josephs retired in 2005, they sold WLKQ to Greg Davis' Davis Broadcasting.  Davis had owned Urban clusters in the Columbus (GA), Augusta, Charlotte and Macon markets, but had sold everything except in his hometown of Columbus.  I wondered why he bought WLKQ, and my guess is it made him feel like he owned a station in the Atlanta market. 

When Davis first took over, the format was Classic Hits, like 97-1 The River plays.  I had expected Hispanic and questioned the format choice.  But somewhere, sometime, somebody planted the Hispanic notion in Greg Davis' head.  Davis sought out Brian Barber, who was VP of Sales for Spanish Broadcasting System in Miami, and asked what he thought about flipping to Spanish.  Barber responded that "it would be crazy not to go Hispanic," and the dye was cast.

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