Impact Radio Group has a lot to crow about after this book. It has joined the ranks of “the big three” radio groups in Boise — which now can only be termed “the big four.” Two of its stations pulled solid ratings and even went to #1 in some demos. The cluster of stations has been trying to make a go of it in this market for more than a decade – starting with splashy studios in the Boise Spectrum – through to a failed co-ownership deal with the Boise Hawks – a “relaunch” of the stations and rebranding under Dave Tester – to the latest effort.
All along, the stations could never quite make it work. That just changed with the success of KWYD/Wild 101 and KSRV/96.1 Bob FM.
But Impact is still a long way from where it likely wants to be. For now, it only has four stations in the Boise market — and two of them are essentially invsible.
KQLZ/99.1 Idaho’s True Oldies Channel tied with KGEM in among A25-54 in both mornings and total day. But even in the older demos – like A35-64, the station is not setting the world on fire. In fact, it gets beat by the very young-skewing KSAS/103.3 (among many others) in both mornings and total-day among older adults.
Then there is KPDA/La Poderosa 100.7. The station isn’t in the book. Anywhere. Just like KFXD last year, the station isn’t listed on the stations page, isn’t in any of the listings — nowhere to be found. It is not alone among Spanish-language stations. Bustos Media’s KDBI/La Gran D 101.9 is also missing — though both KQTA and KWEI are listed.