Berkshire Broadcasting has flipped 850 WAXB Brookfield/Danbury CT to Spanish Adult Hits as “Juan 850“.

WAXB had been serving as the originating station for Classic Rock “94.5 The Hawk“, which is now paired with 98.3 WDAQ-HD4.

WAXB-AM, licensed to Ridgefield, Connecticut, has flipped to Spanish Hits as “Juan 850AM,” the first Hispanic language station home to the Danbury, Connecticut Nielsen market.

“Greater Danbury’s Hispanic population now accounts for 16% of Nielsen’s 12+ market total,” commented Berkshire Broadcasting CEO/President Irv Goldstein. “That’s a segment that can no longer be ignored, especially with an ever increasing buying power and a strong loyalty to radio.”

WAXB-AM, with a 2500 watt daytime signal, covers Fairfield, Litchfield and New Haven in Connecticut, Putnam, Westchester, Dutchess counties in New York and the north shore of Long Island. Santos Media will assist in the programming of “Juan 850AM.”
As part of this move, WAXB-AM will no longer be the originating station for FM translator W233CF (classic rock “94.5 The Hawk”). WDAQ HD-4 will now serve as the originating station for this translator, which continues in the classic rock format.

Prelaunch response to “Juan 850AM” has been fantastic says Goldstein. “It’s amazing how many advertisers want to reach this audience, right out of the box and without any ratings yet.”

“Juan 850AM” is part of Danbury Connecticut based Berkshire Broadcasting Corporation. With the addition of Juan, Berkshire now programs six formats on eight frequencies in the market, including Adult Top 40 98Q (WDAQ) and News/Talk WLAD.