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KOST FM Faces Automation Threat: Why Local DJs Are Key to California's Chill

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  Published in Media and Entertainment on Monday, December 1st 2025 at 12:27 GMT by Los Angeles Daily News

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KOST FM’s Local DJs: Why the Station Should Keep Its Human Touch

On December 1, 2025 the Los Angeles Daily News published a timely piece titled “Here’s some advice for KOST FM: Don’t get rid of local DJs.” The article, which blends industry analysis, listener sentiment, and a handful of primary‑source interviews, argues that the iconic adult‑contemporary station on 103.5 MHz—known locally as “The Coast”—should continue to rely on its live, local on‑air talent rather than replacing them with automated playlists or national syndication.

The Stakes for a Community‑Focused Brand

KOST FM has long been a staple of Southern California radio, boasting a loyal audience that spans retirees, young professionals, and families alike. Its branding—“California’s Chill” or “Music for the Pacific Coast”—is built around a relaxed, yet distinctly local vibe. The Daily News piece opens with a quick historical primer: since its launch in 1975, the station has maintained a stable lineup of local DJs who have become household names, from the long‑running “Morning Coast” show hosted by veteran DJ Mike “River” Reynolds to the afternoon drive‑time show “Sunnyside Up” with Sara L. The article notes that KOST’s ratings peaked in 2018 when listeners cited the station’s “sense of community” as a primary factor in their preference over competitors.

The Push Toward Automation

In recent years, KOST’s parent company—iHeartMedia—has been under pressure to cut costs. The Daily News reports that management has proposed a shift toward automated, syndicated content, citing the growing popularity of streaming services and the cost‑efficiency of playlists. A company spokesperson quoted in the piece states, “We’re looking at how to deliver a high‑quality listening experience while remaining profitable in a changing media landscape.” The proposed plan would replace several local DJs with a nationally‑distributed “Coastcast” feed, a change that the article frames as a potential threat to the station’s local identity.

Listener Reaction and Community Advocacy

The article’s core narrative is built around the passionate response from KOST’s listeners. Several long‑time fans—identified only by their initials to protect privacy—recount how they grew up with the station’s personalities. One listener, “J.P.”, wrote, “When I first turned on KOST at 7 a.m., it wasn’t just music; it was a daily hug. Losing that human connection feels like losing a friend.” The piece links to a letter from a local community group, “Neighbors of the Coast,” which was published in the station’s online forum. The letter calls on iHeartMedia to “keep the soul of the Coast alive.”

In addition, the Daily News reports on a petition circulating on Change.org titled “Keep KOST’s Local DJs—Support Community Radio.” As of the time of writing, the petition had over 12,000 signatures, including several local business owners who said that their advertising campaigns benefit from the station’s personal touch. A quoted business owner, who runs a boutique in Santa Monica, says, “Our local ads feel like personal invitations, not pushy commercials. That’s why we keep placing our budget with KOST.”

Counterarguments and the Economics of Local Talent

Not all perspectives in the article are one‑sided. An industry analyst from the Radio Television Digital News Association (RTDNA) is quoted saying, “Automated programming can be cheaper, but it can also lead to a decline in audience engagement, which ultimately hurts advertising revenue.” She points to studies showing that stations with live DJs often outperform their automated counterparts in listener retention. The article cites a 2024 RTDNA survey that found that 68 % of radio listeners who tune into local stations do so specifically for the on‑air personalities.

The piece also briefly addresses a counterpoint from the station’s executive team. A senior program director at KOST is quoted saying, “We’re not ignoring local talent; we’re trying to balance cost, innovation, and the listener experience.” He acknowledges that there is “room for hybrid models” that keep key shows live while automating some of the more routine content blocks.

What’s Next for KOST and the Local Radio Ecosystem?

The article concludes by noting that other local stations in the Los Angeles market are already experimenting with hybrid formats. It references a recent move by KABC, which announced a partnership with a regional talent agency to re‑introduce a local morning show after a period of automation. The Daily News piece frames this as a cautionary tale: while automation may reduce overhead, the long‑term impact on community goodwill can be detrimental.

In a closing editorial note, the Daily News editor writes, “KOST FM’s future—whether automated or local—will shape not just the station’s ratings but the cultural fabric of the region. It’s a decision that demands more than a cost analysis; it requires listening to the voice of the Coast’s residents.”

Links and Additional Resources

While the article itself is a comprehensive snapshot, the Daily News piece includes several links that add depth:

1. KOST FM’s Official Website – Offers a “Meet the DJs” section with bios and show schedules.
2. Change.org Petition – “Keep KOST’s Local DJs—Support Community Radio.”
3. RTDNA 2024 Survey Results – A PDF that compares listener engagement across local and automated stations.
4. KABC’s Hybrid Format Announcement – A local news story that describes KABC’s new partnership with a regional talent agency.

These resources provide further context and reinforce the article’s central thesis: that KOST FM’s success is intertwined with its local DJs and that a wholesale move toward automation could erode the very community ties that make the station a beloved part of Southern California’s media landscape.