How A ‘Local Media’ Company Seeks To Win


By Adam R Jacobson

There are very few places like San Diego, Calif.

Blessed with great weather and some of the finest beaches on the Pacific coast, very little debate exists that this metropolis just 20 minutes north of Tijuana, Mexico is not “America’s Finest City.”

Yet, San Diego can present challenges — in particular if you are in the media business.

“San Diego is extremely oversaturated,” says Joe Lindsay, Director/Operations & Programming for Local Media San Diego.

“We have all of our local stations, plus Mexican signals that serve the market. It makes it a little more challenging to compete in this market.”

Yet, the three FMs he oversees in Market No. 17 aren’t about to fold easily.

One of the three stations Lindsay oversees, Baja California-licensed XHTZ-FM “Z90,” is making strides against two in-format competitors.

“It’s been exciting,” he says about the unique competitive battle the station finds itself in.

How has Z90 been able to thrive, in particular against two of the biggest broadcast companies in the U.S.?

Engaging in what one station staffer calls “good ol’-fashioned radio,” thanks to investing in and researching the product, is the not-so-secret ingredient for Local Media San Diego’s current success.

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Adam R Jacobson is a veteran radio industry journalist and advertising industry analyst with general, multicultural and Hispanic market expertise. From 1996 to 2006 he served as an editor at Radio & Records.