NO MORE MAGIC - WMGX becomes "The Coast"

WMGX, the '70s and '80s rock station at 93.1 on your FM dial, is no more. Of course, there's still something there, but it's now called "The Coast" and has dumped its '70s tunes in favor of newer, younger pop stuff, like, the station suggests, "Kelly Clarkson, Green Day, and Fall Out Boy."

The station's promo explaining itself, also posted online, lists all the names the station has gone by in the past 30 years, and describes the station's commitment to "serving the Portland community." The promo lists the stations contributions: "charity fundraisers, fun events, public service, and community activities." There is no mention of "playing good music" or "supporting local artists."

This will be a "completely new and different station," according to the promo, though it will remain owned by Saga Communications, which on February 28, reported to federal securities regulators that the company's net income for 2005 decreased 33 percent over 2004, as a result of a 14 percent decrease in operating income and a 10 percent increase in operating expenses.

The company "owns or operates broadcast properties in 26 markets, including 57 FM and 30 AM radio stations, 3 state radio networks, 2 farm radio networks, 5 television stations and 4 low-power television stations."

And as a sign of how different the station will be, look for the return of the WMGX morning crew on March 21, according to

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