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1029 Now DFW.png
City Dallas, Texas
Broadcast area Dallas/Fort Worth Metroplex
Branding 102.9 Now
Slogan Music Variety for Dallas-Fort Worth
Frequency 102.9 (MHz) (also on HD Radio)
102.9 HD-2 for "Delilah" (AC)
First air date 1960 (as KQRO)
Format Hot AC
Language(s) English
ERP 100,000 watts
HAAT 485 meters
Class C
Facility ID 47739
Transmitter coordinates 32°34′54″N 96°58′32″W / 32.58167°N 96.97556°W / 32.58167; -96.97556
Callsign meaning K Dallas' MiX (previous branding)
Former callsigns KQRO (1960-1965)
KEIR (1965-1971)
KDTX (1971-1977)
KMGC (1977-1991)
Owner iHeartMedia, Inc.
(Citicaster Licenses, Inc.)
Sister stations KDGE, KEGL, KFXR, KHKS, KZPS
Webcast Listen Live (via iHeartRadio)
Website 1029now.com

KDMX (102.9 FM), branded as "102.9 Now," is a radio station serving the Dallas/Fort Worth Metroplex in Texas. It is currently owned and operated by iHeartMedia, Inc., and airs a Hot AC format. The station's studios are located along Dallas Parkway in Farmers Branch (although it has a Dallas address), and the transmitter site is in Cedar Hill.


This station first began its broadcasting activities as KQRO on October 15, 1960 (although license was granted on July 2, 1959). It went dark a year later then returned to the airwaves in 1962. For that time, KQRO's format consisted mostly of classical and orchestral music. In 1965, the callsign was changed to KEIR with an unknown format.

In 1971, the call letters were changed once again to KDTX, this time with a religious format. 6 years later, the callsign was changed to KMGC (the KDTX call letters were later used on a local TV station in 1987, ironically with Christian programming) and the Christian contemporary format continued up until September 1977. It was then changed to an adult contemporary format as Mellow 102.9 and a month later to Magic 102.9. Prior to that, a mass distribution of door-hanger flyers announced the station is coming. The station enjoyed a loyal following until May 9, 1991, when, after Nationwide Communications bought the station, KMGC began stunting with a series of formats ranging from rock oldies (as "Cool 102.9" on May 9) to country (as "Kickin' Country" on May 10) to an all-Beatles format (also on May 10), and then party cocktail noise on May 11 and May 12, before changing to its current callsign and settling on its long-running Hot adult contemporary format as "Mix 102.9" on May 13 at 5:30 a.m.[1][2] Program Director Pat McMahon, Asst Program Director Steve Knoll and Production Director Dave Kay planned the stunting. In October 1997, Nationwide sold the station and sister KEGL to Jacor.[3] In 1999, Jacor merged with Clear Channel Communications.

KDMX's logo under previous "Mix 102.9" branding

In 2009, Clear Channel (now iHeartMedia) laid off over 2,000 employees to lower costs and forced its "Mix" branded stations to voice track most of their airtime, leaving very few live personalities across the nation.[4] Among laying off in Dallas, the voices of midday personality Lisa Thomas was replaced with fellow Clear Channel station KUSS's midday personality, Cindy Spicer. Late night personality Joe Kelley was replaced with voicetracking. Morning co-host Tony Zazza was replaced with weeknight personality Jen Austin and Program Director Rick. Zazza then became the morning host at former competing station CBS Radio-owned 103.7 KVIL, which flipped full-time to Hot AC/Adult Top 40 in early 2014. Later that year, Jen Austin was laid off as well. With afternoons, shortly hosted by PD Rick, but was later replaced by the satellite-fed On Air with Ryan Seacrest.

In 2011, in response to changing listener habits, KDMX began adding more hip-hop titles to its playlist.[5]

On May 18, 2012, KDMX rebranded as 102.9 Now,[6] dropping most modern AC artists, and shifted to an adult top 40 format heavy on currents and recurrents. However, as of October 2012, KDMX returned to Hot AC. Some of the Modern AC artists have returned to the station's playlist, and dropped some hip hop tracks, though the station still has a current-heavy focus with less dependence on gold tracks. The switch back to Hot AC was likely due to low ratings, as well as to avoid playlist overlap with sister Top 40 KHKS.

It is noted that both KDMX and Seattle-based sister station KYNW (which flipped to Adult Top 40 themselves in June 2013) shared the same branding and logo until January 2016.


KDMX originally launched a secondary HD Radio (HD-2) subchannel known as "The Music Summit", broadcasting an AAA format. It has since then moved to KZPS 92.5 HD-2 to make way for Pride Radio (previously on KHKS HD-2) with a format intended for the LGBT community. On March 28, 2011, 102.9 HD-2 flipped to a Soft Oldies/AC Gold format as "Sunny 102.9 HD-2", shifting "Pride Radio" back to 106.1 HD-2. As of January 8, 2014, KDMX-HD2's format has been changed to a syndicated Delilah nighttime love songs program that was previously dropped by KVIL.[7][8]


  1. ^ "Magic 102.9 fires several staffers to change format". Dallas Morning News. 1991-04-15. 
  2. ^ "New radio station joins adult contemporary fray". Dallas Morning News. 1991-05-13. 
  3. ^ "Jacor deal includes KEGL-FM; Nationwide also selling KDMX to broadcaster". Dallas Morning News. 1997-10-28. 
  4. ^ [1]
  5. ^ Playlist - Mix 102.9 (accessed March 29, 2012)
  6. ^ http://radioinsight.com/blog/headlines/58251/kdmx-dallas-revamps-now/#.T7ZwX44Zy70
  7. ^ KVIL adds Blake Powers as evening DJ - DFW.com (released January 21, 2014)
  8. ^ http://hdradio.com/station_guides/widget.php?id=10 HD Radio Guide for Dallas-Ft. Worth

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