Bustos Media will be paying $700,000 to acquire KXXP. The deal includes a $3500 per month Time Brokerage Agreement that took effect on Monday running until closing with the first payment due on May 1.
Original Report 4/5: Bustos Media has announced it will be acquiring Soft Oldies “104.5 MeTV-FM” KXXP White Salmon WA/Portland OR from Jackman Holding Company.
No terms have been announced yet, but Bustos has immediately begun operating KXXP via LMA flipping the station to Spanish Rhythmic “Urbana 104.5” simulcasting on 1010 KOOR Milwaukie OR. The launch duplicates the “Urbana” brand the company debuted last year in Tucson on 92.5 K223CI/KZLZ-HD2.
KXXP had been operated via LMA by Marc Paskin’s Marco Broadcasting since November 2019.
In response to the growing Hispanic buying power in Oregon and Southern Washington, Bustos Media has acquired KXXP, from Jackman Holding Company, LLC and today launched its newest Latin Mix & Reggaeton format – URBANA 104.5FM.
Urbana’s powerful upbeat music promises to wage battle with the predominant Regional Mexican and English Pop/Rap formats. The younger LatinX population is increasingly gravitating to Urban music featuring Latin artists like: Bad Bunny, Ozuna, Maluma, Luis Fonsi, Daddy Yankee, Camilo, Farruko, Darlene, Carol G and Rosalia.
“I am pleased to expand our URBANA NETWORK. KXXP has a huge foot-print over the Portland metro – where our company is headquartered. Its signal reaches from the Dalles on the eastern Columbia River basin to Forrest Grove on the west; from Longview on the north to Salem on the south. URBANA’s music is breaking-down language barriers by the power of its rhythm and its growing global popularity,” said Amador Bustos, President and CEO of Bustos Media.
Younger Latino listeners are increasingly becoming more influential with their growing financial purchasing power. They are more acculturated and more engaged in digital and social media. This unique market segment will fuel greater opportunity for local businesses to target new consumers in a rapidly changing post pandemic economy.
