WMGX (93.1

MHz The hertz (symbol: Hz) is the unit of frequency in the International System of Units (SI), often described as being equivalent to one event (or cycle) per second. The hertz is an SI derived unit whose formal expression in terms of SI base u ...

"Coast 93.1") is a

commercial Commercial may refer to: * (adjective for) commerce, a system of voluntary exchange of products and services ** (adjective for) trade, the trading of something of economic value such as goods, services, information or money * a dose of advertising ...

FM radio FM broadcasting is a method of radio broadcasting that uses frequency modulation (FM) of the radio broadcast carrier wave. Invented in 1933 by American engineer Edwin Armstrong, wide-band FM is used worldwide to transmit high fidelity, high-f ...

station in

Portland, Maine Portland is the List of municipalities in Maine, most populous city in the U.S. state of Maine and the county seat, seat of Cumberland County, Maine, Cumberland County. Portland's population was 68,408 at the 2020 census. The Portland metropolit ...

, serving the

Portland metropolitan area The Portland metropolitan area is a metropolitan area, metro area with its urban area, core in the U.S. states of Oregon and Washington (state), Washington. It has 5 principal cities, the largest being Portland, Oregon. The U.S. Office of Man ...

. WMGX airs an

Adult Top 40 The Adult Pop Airplay (formerly known as Adult Pop Songs and Adult Top 40) chart is published weekly by ''Billboard'' magazine and ranks "the most popular adult top 40 as based on radio airplay detections measured by Nielsen Broadcast Data Syste ...

radio format A radio format or programming format (not to be confused with broadcast programming) describes the overall content broadcast on a radio station. The radio format emerged mainly in the United States in the 1950s, at a time when Radio broadcasting, ...

and is owned by Saga Communications. Its tudios and offices are on Western Avenue in South Portland. WMGX has an

effective radiated power Effective radiated power (ERP), synonymous with equivalent radiated power, is an IEEE standardized definition of directional radio frequency (RF) power, such as that emitted by a radio transmitter. It is the total power in watts that would ha ...

(ERP) of 50,000 watts. The

transmitter In electronics and telecommunications, a radio transmitter or just transmitter (often abbreviated as XMTR or TX in technical documents) is an electronic device which produces radio waves with an antenna (radio), antenna with the purpose of sig ...

is off Presumpscot Street in Portland, near Interstate 295. WMGX broadcasts in the

HD Radio HD Radio (HDR) is a trademark for in-band on-channel (IBOC) digital radio broadcast technology. HD radio generally simulcast, simulcasts an existing analog radio station in digital format with less noise and with additional text information. HD R ...

hybrid format; the HD2 subchannel carries the

talk radio Talk radio is a radio format containing discussion about topical issues and consisting entirely or almost entirely of original spoken word content rather than outside music. They may feature monologues, dialogues between the hosts, Interview (jo ...

programming of

sister station In broadcasting, sister stations or sister channels are radio or television stations operated by the same company, either by direct ownership or through a management agreement. Radio sister stations will often have different formats, and somet ...

WGAN, while the HD3 subchannel carries the

Bible Broadcasting Network The Bible Broadcasting Network (BBN) is a listener-supported global Christian Conservative Christian radio radio network, network staffed and headquartered in Charlotte, North Carolina. It was founded in 1971 by Lowell Davey, who was the network ...

Christian radio Christian radio refers to Christian media radio formats that focus on Christian religious broadcasting or various forms of Christian music. Many such formats and programs include contemporary Christian music, gospel music, sermons, radio dramas, ...

programming, which feeds

FM translator A broadcast relay station, also known as a satellite station, relay transmitter, broadcast translator (U.S.), re-broadcaster (Canada), repeater ( two-way radio) or complementary station (Mexico), is a broadcast transmitter which repeats (or tr ...

W286CU at 105.1 MHz in

Saco, Maine Saco ( ) is a city in York County, Maine, United States. The population was 20,381 at the 2020 census. It is home to Ferry Beach State Park, Funtown Splashtown USA, Thornton Academy, as well as Saco Valley Shopping Center. General Dynamics ...

History

WMGX first

signed on A sign-on (or start-up in Commonwealth countries except Canada) is the beginning of operations for a radio broadcasting, radio or television station, generally at the start of each day. It is the opposite of a sign-off (or closedown in Commonw ...

the air on June 10, 1977. It was owned by Sunshine Broadcasting and played a

soft rock Soft rock (also known as light rock or mellow rock) is a form of rock music that originated in the late 1960s in the United States and the United Kingdom which smoothed over the edges of singer-songwriter and pop rock, relying on simple, mel ...

format as "Magic 93". Core artists included

James Taylor James Vernon Taylor (born March 12, 1948) is an American singer-songwriter and guitarist. A six-time Grammy Award winner, he was inducted into the Rock and Roll Hall of Fame in 2000. Taylor achieved his breakthrough in 1970 with the single "Fi ...

Carole King Carole King Klein (born Carol Joan Klein; February 9, 1942) is an American singer-songwriter and musician renowned for her extensive contributions to popular music. She wrote or co-wrote 118 songs that charted on the Billboard Hot 100, ''Billbo ...

Cat Stevens Yusuf Islam (born Steven Demetre Georgiou; ), commonly known by his stage names Cat Stevens, Yusuf, and Yusuf / Cat Stevens, is a British singer-songwriter and musician. He has sold more than 100 million records and has more than two billion st ...

and

Carly Simon Carly Elisabeth Simon (born June 25, 1943) is an American musician, singer, songwriter, and author. She rose to fame in the 1970s with a string of hit records; her 13 Billboard Hot 100, top 40 U.S. hits include "Anticipation (song), Anticipatio ...

. Announcers did not talk over the music. Several songs were played in a row, with no talking in between songs. From the mid-to-late-1980s and through the 1990s, WMGX had a unique format, blending classic, soft, and progressive rock with

adult contemporary music Adult contemporary music (AC) is a form of radio-played popular music, ranging from 1960s vocal and 1970s soft rock music to predominantly ballad-heavy music of the 1980s to the present day, with varying degrees of easy listening, pop, sou ...

. At this time, the station claimed that " tnever layedthe same song twice n one 24-hour period" a boast that it later backed up with a monetary prize to anyone who caught the station doing so. In 1992, WMGX and WGAN were acquired by Saga Communications. On March 9, 2006, 29 years after the station's launch, WMGX changed format, rebranding as "Coast 93.1", and shifted to a

hot adult contemporary Adult contemporary music (AC) is a form of radio-played popular music, ranging from 1960s vocal and 1970s soft rock music to predominantly ballad-heavy music of the 1980s to the present day, with varying degrees of easy listening, pop, soul ...

format, playing music from the "80s, 90s and Now". WMGX eventually dropped the "80s, 90s and Now" slogan and changed it to "Today's Best Mix" to reflect the

playlist A playlist is a list of video or audio files that can be played back on a media player, either sequentially or in a shuffled order. In its most general form, an audio playlist is simply a list of songs that can be played once or in a loop. ...

from the current and recent Top 40 charts, minus any songs deemed too hard-edged or rap-oriented. Songs from the last couple of decades also were heard, but WMGX rarely played any song recorded before 1990. As of April 2016, to compete more with long dominant

Top 40 In the music industry, the Top 40 is a list of the 40 currently most popular songs in a particular genre. It is the best-selling or most frequently broadcast popular music. Record charts have traditionally consisted of a total of 40 songs. "To ...

station WJBQ, WMGX shifted to an

format under the branding of "Portland's Adult Hit Music Station". The station currently acts as a hybrid between a hot AC and a mainstream Top 40 station. On Sunday mornings, WMGX airs the nationally syndicated show ''

American Top 40 ''American Top 40'' (abbreviated to ''AT40'') is an internationally radio syndication, syndicated, independent song countdown radio programming, radio program created by Casey Kasem, Don Bustany, Tom Rounds, and Ron Jacobs (broadcaster), Ron Jaco ...

'' with

Ryan Seacrest Ryan John Seacrest (born December 24, 1974) is an American television presenter and producer. Seacrest is the host of '' Wheel of Fortune'', having hosted since replacing long-time host Pat Sajak in September 2024. Seacrest co-hosted and ser ...

The Blake Show (Coast Morning Show)

Portland's most popular morning show, the Blake Show with Kelly and Todd starts the day with laughs, fun, topical content, and relatable topics. The show features cohosts Blake Hayes and Kelly Towle.

WCSH WCSH (channel 6) is a television station in Portland, Maine, United States, affiliated with NBC and owned by Tegna Inc. The station's studios are located on Congress Square in Downtown Portland, and its transmitter is located on Winn Mountain i ...

meteorologist Todd Gutner is a contributing third co-host. Blake Hayes is open about being gay and sometimes discusses life as a gay man. After 15 years with the station, former morning co-host Eva Matteson left the station in February 2020.

Translator

References

External links

* * * * {{Saga Communications 1977 establishments in Maine Adult top 40 radio stations in the United States Radio stations established in 1977 MGX