NYC Radio: Emmis Launches Bi-Lingual AC Format At 98.7 FM

Emmis Corporation has rebranded WEPN and WLIB-AM to a bilingual AC simulcast, now known as La Exitosa 98.7 FM/1190 AM. 

This new format features English and Spanish language hits from the '80s through the '00s. The new format ends four montha of stunting with an Hot AC format.

Mike McVay, who played a key role in the station's development and launch, highlighted the strong Dominican, Puerto Rican, Columbian, Mexican, and Ecuadorian communities in New York, New Jersey, and Connecticut as the primary audience. He believes that delivering the popular hit music these diverse communities grew up listening to will provide a unique and unifying listening experience.

WEPN 98.7 FM (6 kw)

Despite Emmis Corporation's efforts to sell its radio station portfolio, Chairman Jeff Smulyan saw a significant opportunity for a Spanish AC format in the New York market. The launch of La Exitosa was an easy decision, given the potential to connect with these passionate radio fans.

What we know about La Exitosa 98.7 FM, a Spanish-language radio station, in New York City:

98.7 La Exitosa Debuts https://t.co/lGrbPU5nws

— Tom Benson (@Tombenson1) January 11, 2025

Station Details

• Frequency: 98.7 FM
• Format: Tropical/Contemporary Hispanic music
• Target Audience: Hispanic listeners in the New York metropolitan area

Programming

• Morning Show: Featured a popular on-air personality
• Music Programming: Played a mix of tropical and contemporary Hispanic music, including salsa, bachata, and reggaeton

Marketing Strategy

• Branding: La Exitosa, which translates to "The Successful One" in English
• Promotions: On-air contests, giveaways, and events to engage with listeners and promote the station

Impact

• Increased Competition: La Exitosa 98.7 FM entered a crowded New York City radio market, competing with established Spanish-language stations
• Growing Hispanic Audience: The station catered to the growing Hispanic population in the New York metropolitan area, providing a new option for music, entertainment, and community information