Norsan Media will be bringing its Regional Mexican “La Raza” 840 WCEO Columbia SC to FM with the purchase of 94.9 W235CH St. Matthews from Alpha Media for $300,000.
The deal includes an imminent Translator Use Agreement, which will mean an imminent end to the translator’s current AAA “94.9 The Palm” programming that launched in October 2018. The station registered a mere 0.2 share in the September 2024 Nielsen Audio ratings.
Norsan’s WCEO is the only Spanish language station in the Columbia market.
As a flag waiver for this format, I think it’s obvious to many people that the commercial version of it outside of Heritage markets is rather dead in the water lately. With labels and relationship fracturing, it’s obvious the charts aren’t moving as fast as they used to, that those stations are becoming stale. Congrats to the Spanish audience, who now have an option in the market to listen to, and this is also a great reminder to donate to your local noncommercial station if you have one. In this case, WXRY! Steve has always been about the actual city of Columbia and when you’re not tied to shareholders, there’s more likelihood for consistency. besides, 94.9 was always just a flanker to 99.7. And I guarantee that 99.3 will outlast that one too!