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San Diego radio station managers are finally listening to the tune they want to hear.
With many of the radio stations' consolidation finalized, stations are promoting themselves as the prime media advertising in reaching out to the San Diego area.
In a recent report by Hollywood-based Miller, Kaplan, Arase & Co., the company reported the total revenues for 28 radio stations in San Diego County was $138 million in 1998, a 16 percent increase over the previous year.
The revenue increase is compared with a national average increase of 12 percent for 1998 billing over 1997, according to the Radio Advertising Bureau.
"San Diego is such a mobile market," said Mark Larson, president of the San Diego Radio Broadcasters Association and general manager of KPRZ-AM, a Christian talk radio station. "The way to reach people in this county is through a mobile medium like radio."
Many of the other radio stations' managers claim, as the county grows in population, more people will be listening to radio.
"Radio is the fastest-growing medium across the country," said Bob Hughes, general manager of KXST-FM, No. 22 on the San Diego Business Journal's List of the Largest Radio Stations. KXST-FM plays adult album alternative music from the North County region.
"Advertisers are realizing people are sitting in traffic for a longer period of time...