If you’re still questioning the growth opportunities in the U.S. Hispanic market and the noise about the end of diversity, equity and inclusion programs at companies across the nation has become a distraction, you may want to tune to 105.7 MHz on an FM radio upon arriving in Las Vegas for the 2025 NAB Show.
That’s because Beasley Media Group has shifted the station to a blend of Adult Contemporary hits in English and Spanish, with a fully en español presentation.
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At Noon Pacific on April 1, Beasley pulled the plug on “Jammin’ 105.7” as KOAS-FM in Dolan Springs, Ariz., a 100kw Class C facility with a 2,500-watt booster from the top of the Stratosphere Tower on Las Vegas Strip, is now “ciento-quatro cinco punto siete … Máxima.”
It’s using the tagline “Para Nosotros,” or “For Us,” and is the market’s adaptation of a format popularized by WMIA-FM “Magic 93.9” in Miami and mimicked in markets including San Antonio, Fort Myers-Naples and in New York, where WEPN-FM is airing it as Emmis Communications awaits a buyer for the station.
“This is an exciting new format for Beasley that was custom designed for the unique bilingual audience in Las Vegas,” said Chief Content Officer Justin Chase. “With the positioning statement, we are proud to be a new part of the Hispanic community in Las Vegas.”
As Beasley Media Group of Las Vegas VP and Cluster Manager Ronnie Glover points out, “Las Vegas is one of the most culturally rich and dynamic markets in the country. Máxima is designed to reflect the heartbeat of this community by delivering a music experience that resonates deeply with bilingual and bicultural audiences.”
Today the 32nd-ranked market in the U.S., Las Vegas’ Hispanic community has been transformed over the last 30 years, thanks to explosive growth that continues today. As such, the audience for radio and other media in Southern Nevada is similar to that of markets in Southern California, with a diverse Hispanic community that craves more than regional Mexican sounds such as ranchera, corridos or banda.
“This really speaks to the expanding audience in Las Vegas,” added Cat Thomas, Operations Manager of Beasley Las Vegas. “Maxima 105.7 is a reflection of our growing culture and provides a unique entertainment option for our community.”
The former Jammin’ 105.7 website is already redirected to www.1057maxima.com. At 12:21pm, Eagles’ 1977 No. 1 hit “Hotel California” could be heard prior to a Spanish-language branding message heard at the introduction of “Small Town” by John Cougar Mellencamp and another pre-recorded liner ahead of “Losing My Religion” by R.E.M. A pre-recorded liner then brought listeners “Vuelve” by Ricky Martin.
In a press release, Beasley said “Maxima” in Las Vegas will blend tracks from artists such as Whitney Houston, Lionel Richie, Michael Jackson and Celine Dion with Marco Antonio Solis, Alejandro Fernandez and the late Selena. Thus, this “Maxima” will differ from the Tropical-influenced Latin Contemporary Pop WYUU-FM in Tampa, which has been using the Maxima brand and a similar logo for several years.
For Spanish speakers in Las Vegas who may have been raised on Mexican radio brands such as “MIX” or “Universal 88.1,” in Mexico City, the format blends that all-English Classic Hits content with pop ballads from some of Mexico and Central America’s most popular all-time recording artists.
As “Jammin’ 105.7,” KOAS-FM was in a battle for listeners against Audacy’s vintage hip-hop focused KXQQ “Q100.5.” While the stations were different on paper, the vibe and tracks heard on the two stations were arguably similar. And, Q100.5 is one of the market’s top stations, ranking fourth by cume in February according to Nielsen Audio. Jammin’ 105.7 was No. 10 by cume, and had a 1.7 share of all listening in the market.
The “Jammin'” branding came to KOAS in June 2019, but the station’s focus on multicultural audiences dates to 2009. From 2001-2009, KOAS offered a Smooth Jazz format.
Now, KOAS appears to be offering Spanish speakers an option should its own KKLZ-FM and iHeartMedia’s KSNE “Sunny 106.5” not be of desire. KSNE is the big No. 1 and in the noon hour on Tuesday could be heard playing a blend of currents and classic such as “I Wanna Dance With Somebody” by Whitney Houston. At Beasley’s KKLZ, “Tainted Love/Where Did Our Love Go?” by Soft Cell, from 1982, was being played at 12:38pm.
On the Latin side of the FM dial, KRGT-FM “Latino Beats 99.3,” owned by Latino Media Network, is the leader by cume. It is the lone Contemporary Latin station in the market.
Entravision’s KRRN-FM is a Latin Urban station, branded as “Fuego 92.7.” Then, there is KXLI, using Mexico’s “Exa” brand under agreement with MVS Radio; at 12:47pm the classic track “Un Buen Perdedor” by Franco de Vita could be heard.
There are three full-power regional Mexican stations, owned by Entravision, LMN and Lotus Communications, respectively. Then, there is unique “Fiesta 98.1,” an FM translator fed by the HD3 signal of KLUC-FM, which airs Estrella Media’s syndicated Don Cheto al Aire and is also targeting regional Mexican audiences.
Also using a translator, and winning listeners, is Chavez Media Group’s local home of “La Campesina” regional Mexican network, K244EZX at 96.7 MHz.
