Idaho Radio News Etc.

Go figure. KZMG/Magic 93.1 started tagging songs again. I’ve found the old cliche “consistency is key” to generally hold true – but lately Magic’s about as consistent as a big bowl of lumpy mashed potatoes.

Look at a station like KTHI/107.1 K-Hits. What changes? Not much. Sure, the music is pretty much fixed (unlike a pop station), but everything else is steady: jocks, imaging, branding.

Magic’s category competition KSAS/103.3 Kiss FM has long (as in… since the day it launched) been a wobbly unstable toddler… but these days it seems to have focus and energy (despite those deceptive contests…).

Update: There’s an explanation for the on-again, off-again song tagging part of this saga: Former program director Brad Collins’ wife did all the voicework for the tags. Which explains why they now feature a new sound…