Emmis Launches Bilingual La Exitosa 98.7 in New York

RADIO ONLINE | Monday, January 13, 2025 | 11:34am CT

La Exitosa 98.7 FM & 1190 AM/New York

Emmis introduces La Exitosa 98.7 FM & 1190 AM on WEPN-FM and WLIB-AM in New York. This bilingual AC outlet will feature a mix of English and Spanish hits from the 1980s to the 2000s. The lineup includes artists such as Madonna, Ricardo Arjona, Prince, Shakira, Phil Collins, Chayanne and Bryan Adams. La Exitosa aims to offer more music and less talk, with fewer commercials compared to other stations in the area.

Programming consultant Mike McVay, collaborating with Emmis on this project, highlighted the targeted audience for La Exitosa, which includes the Dominican, Puerto Rican, Colombian, Mexican and Ecuadorian communities in New York, New Jersey, and Connecticut. The station intends to bring together these diverse communities with playing popular music familiar to them.

The concept of a bilingual AC format has previously garnered strong listener engagement in cities like Miami, Orlando, Austin, Houston, Dallas, and Portland. Despite Emmis's ongoing efforts to sell its radio portfolio, the launch of La Exitosa was seen as a strategic move. Following the shift of ESPN/Good Karma to AM after a Local Marketing Agreement (LMA), Emmis recognized a significant opportunity in the New York market for this specific format.

Previously, WEPN-FM hosted a Hot AC pop-up format, and WLIB-AM was known for Gospel content. More details on La Exitosa can be accessed at laexitosa987.com.