Originally posted Monday, September 24, 2018 by RODNEY HO/rho@ajc.com on his AJC Radio & TV Talk blog
La Raza 102.3 has added a more powerful signal at 107.1 that will help the Mexican regional music station cover a much larger portion of Atlanta.
The station, owned by Columbus-based Davis Broadcasting, came on air 14 years ago and primarily covered Gwinnett County with its 102.3 signal.
It can now better compete with IHeartMedia’s 105.3/El Patron, which plays similar music.
The 107.1 signal (WTSH-FM) is based out of Rome but given that it’s a 100,000-watt signal, it reaches into metro Atlanta.
The simulcast with 107.1 launched yesterday and supplants a simulcast of Your Georgia Country 106.1 out of Athens, owned by Cox Media Group.
Tony Kidd, who oversees the radio for Cox's Atlanta operations, said the company decided not renew its lease with that signal because it "really wasn't paying off from a ratings standpoint."
In August, in metro Atlanta, Your Georgia Country at WTSH pulled in a 0.6 rating, well behind country leaders 94.9/The Bull (3.8) and Kicks 101.5 (3.3). Much of WTSH’s signal is available in areas outside of the Nielsen Media ratings purview.
Greg Davis, who owns Davis Broadcasting, said La Raza will now have nearly double its previous coverage area. "It's a real blessing for us to be able to do that," he said. La Raza's offices are off Satellite Boulevard in Gwinnett County. Davis, who works out of Columbus, comes up to the station once a week.
The 107.1 signal is owned by Woman’s World Broadcasting.
The Atlanta Journal-Constitution and Your Country 106.1 are both part of Cox Media Group.
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