ARCATA, CALIF. — Exactly three months ago, Amador Bustos went retro, repeating a move — sort of — he made in 1992.
Some 27 years ago, Bustos purchased a trio of stations in Northern California that would serve as the foundation for a radio broadcasting company sold to Entravision in 2000 for $475 million. In 2003, Bustos took another stab at radio ownership, embarking on a rocky road that today sees him overseeing a new Bustos Media Holdings.
The new Bustos Media’s most recent acquisitions are three FMs serving the Chico, Calif., market. Now, two of those three stations are being traded to another regional broadcaster. Why? It gives Bustos far greater coverage of communities to the south — and nearly to Sacramento International Airport.