|Broadcast area||Greater Portland|
|Slogan||Portland's Adult Hit Music Station|
|Frequency||93.1 MHz (also on HD Radio)|
|Translator(s)||105.5 W288CU (Portland, relays HD2)|
|First air date||June 10, 1977|
|Format||Adult Top 40
HD2: News/Talk (WGAN simulcast)
|Callsign meaning||W MaGic X (former branding)|
(Saga Communications of New England, LLC)
|Sister stations||WBAE, WCLZ, WGAN, WPOR, WGIN, WYNZ, WZAN|
WMGX launched on June 10, 1977 by Sunshine Broadcasting and played a soft rock format as "Magic 93". Artists included James Taylor, Carole King, Cat Stevens and Carly Simon. Announcers did not talk over the music. Several songs were played in a row, with no talking between the songs.
From the mid-to-late-1980s and through the 1990s, WMGX was owned by the Portland Radio Group, LLC., which also operated talk radio station 560 AM WGAN, country station 101.9 WPOR and "Oldies" (1950s' and early-1960s' popular music) station 100.9 WYNZ. WMGX had a unique format, blending classic, soft, and progressive rock with adult contemporary music. At this time, the station claimed that "[It] never [played] the same song twice [in one 24-hour period]," a boast that it later backed up with a monetary prize to anyone who caught the station doing so.
On March 9, 2006, 29 years after the station's launch, WMGX changed format. The station then became "Coast 93.1", with a hot adult contemporary format, playing music for the "80s, 90s and Now".
WMGX eventually dropped their "80s, 90s and Now" slogan and changed it to "Today's Best Mix" in order to reflect their choice to mainly play songs 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 are heard but WMGX rarely plays any song recorded before 1990.
As of April 2016, in order to compete more with the long dominant Top-40 Station WJBQ, WMGX shifted to an Adult Top 40 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.
The Coast Morning Show
The Coast Morning Show with Blake Hayes and Eva Matteson was voted Portland's #1 morning show according to the Portland Phoenix. Mondays are "Missed Connection Monday," when they read different posts from Craigslist's Missed Connections Section. Thursday is "Blown Off" Day where Blake and Eva try to figure out why a listener was "blown off" by a person they went out on a date with. Fridays are "Tell Us Something Good" where listeners get a chance to call in and tell everyone something good.
Blake Hayes is open about being gay and sometimes discusses life as a gay man.
- Station website
- Query the FCC's FM station database for WMGX
- Radio-Locator information on WMGX
- Query Nielsen Audio's FM station database for WMGX
- Query the FCC's FM station database for W288CU
- Radio-Locator information on W288CU