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It was the highest price paid for a station in New York that is to have its format changed. Tichenor said. The sale of WNWK underlines an overall trend of soaring prices for the Spanish-language newspapers and radio stations, the assumption being that there are not enough media outlets for a rapidly growing Hispanic population.
Latinos in the city are indeed not just any audience. At any given time they have only six or seven commercial Spanish-language radio stations to choose from, significantly fewer than English speakers or Latinos in cities like Los Angeles and Miami. Large numbers of them also come from different countries, or were raised bilingually in the United States, and are pining for different music styles that are not always compatible. And as the most recent protest against La Mega indicates, they are not shy about showing their displeasure. In pickets and news conferences over the last several weeks, a group of Dominican community leaders, concert producers and musicians have accused the radio station of neglecting merengue, the native rhythm of the Dominican Republic. Officials at La Mega, which is owned by the Miami-based radio chain Spanish Broadcasting System, will concede this much as they begin to talk to the protesters: it is a juggling act to satisfy listeners with tastes that include not only merengue and salsa but rancheras and reggaeton, a relatively new concoction from Puerto Rico that mixes Spanish rap and reggae and that appeals to the growing bilingual youth market.
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