With a trio of high-powered FM signals from Baja California, Mexico, an entity dedicated to the local community competes against two of the nation’s biggest radio operators in what is colloquially known as “America’s Finest City.”
In an age where publicly traded nationally known companies typically dominate revenue and ratings in a top 20 market, this operation — formed roughly 7 years ago — has in many ways beat the odds. Its brands are synonymous with the market, and reflect its listeners in various ways. Station-branded events attract thousands of people.
Nine years ago, these stations’ operator was in bankruptcy. Thirteen years ago, the stations were operated by one of its direct competitors. Today, this radio broadcaster believes its armed and ready to continue a battle it is largely winning in the Nielsen Audio ratings.
In a candid conversation with RBR+TVBR, the VP/GM of this company — Local Media San Diego — shares his thoughts on how these three stations can outperform and deliver results for its clients and owners.