“Radio Sol,” KKMO 1360 AM became “El Rey”

Seattle’s longest-running Spanish-language radio station has replaced most of its on-air talent, changed its name, and tailored its music content in hopes of finding the same success as its sister station in Portland.
Formerly known as “Radio Sol,” KKMO 1360 AM became “El Rey” earlier this month. Station owner Salem Communications also pulled the plug on several local hosts, including Jaime Mendez, Zuper Mario and DJ Fantasma, in favor of nationally known talent. That includes a new female DJ, Marimar, who just moved here from California as part of the station’s reorganizing. The Portland station doesn’t carry Marimar but has its own popular female DJ, Jenny Gutierrez.
The only host retained by KKMO, the nationally syndicated morning DJ named Piolin, also holds the morning drive slot for Portland’s “El Rey.”
KKMO will continue to play regional Mexican music during the day, but will begin to tailor song selection to the local population, many of whom came from Michoacan and Jalisco and prefer music from those Mexican states. The Portland station has already made the move to customize music.
“Our main goal is to increase listenership,” said Tim Harper, general manager of KKMO. “Of course Portland is our model.”

(Puget Sound Business Journal)