09.02 / 17:51
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At This California Radio Station, the Call Letters Say It All
Fog clouded the San Jacinto Mountains recently as Brad Fuhr approached the headquarters of KGAY, a radio station in an undistinguished Palm Springs, California, strip mall. Fuhr, the station’s chief executive, was tuned to KGAY in his all-electric Volvo, and the morning’s soundtrack included “Bad of the Heart,” George Lamond’s 1990 freestyle cri de coeur about getting dumped, and “Lucky Star,” Madonna’s 1983 dance hit of bouncy adoration. KGAY’s call letters aren’t a fluke but a savvy marketing tool.