Norsan Media has completed its $3.5 million purchase of KGSR-FM in Austin from Waterloo Media, a transaction that saw Michael J. Bergner of Bergner & Co. serve as the broker in this deal.
And with another radio station added to Norsan’s Lone Star State stable, KGSR has changed its format to Regional Mexican, bringing the sounds of such acts as Grupo Firme, Fuerza Regida and Los Dos de Tamaulipas to those within the station’s booming 100,000-watt signal. While KGSR’s main target is Austin, it can also be heard in Killeen-Temple, Waco, and the northeastern suburbs of San Antonio.
Spanish-language radio listeners in those areas can now tune to “Poder 93.3 FM,” adding to Norsan Media’s five audio brands in Austin (La Raza 104.9 FM, Mexicanísima 99.3 FM, Romance 105.3 FM/101.9 FM, Leyendas 98.5 FM, and HOLA News).
“This is an exciting new chapter for Norsan Media in Austin,” said Norberto Sanchez, Founder and Chairman of Norsan Media. He adds that “Poder 93.3 FM” will be supported with a new digital and social media strategy. “We want this station to be more than a place to hear great music it will be a platform that connects with our community and celebrates its culture, traditions, and continued growth,” Sanchez said.
Norsan Media is led by his daughter, CEO Natalia Alvarez. She said, “Poder 93.3 FM is a natural addition to our Austin strategy. Regional Mexican music has a deep connection with Hispanic audiences, and this new
station allows us to create another platform that feels local, relevant, and authentic.”
Norsan Media President Edgar Saucedo added, “Every investment we make is focused on serving our audiences better and creating lasting value for our partners and communities. Poder 93.3 FM expands our ability to do that in Austin while giving listeners another strong choice for Spanish-language radio.”
The debut of “Poder” brings a new competitor to a crowded Hispanic audio media marketplace in Austin — and a fourth variation of a broad format courtesy of Norsan. KGSR’s new format complements “La Raza,” “Leyendas,” and “Mexicanísima,” with “La Raza” the regional Mexican ratings leader according to Nielsen Audio data for Austin.
This gives Norsan a considerable edge over TelevisaUnivision’s KLQB “Que Buena 104.3” and Waterloo Media’s KLZT “La Z 107.1,” launched with former operational partner Emmis Communications.
