Local Media San Diego

What Local Media San Diego does

Local Media San Diego is a privately held, for-profit radio broadcasting company founded in 1997, headquartered at 6160 Cornerstone Court, East Suite 150, San Diego, California. It operates under the brand Magic 92.5 (and a family of San Diego radio stations) and runs terrestrial Class C (100,000 watt) FM broadcast signals serving the San Diego metropolitan area with an urban adult contemporary and old-school R&B / '90s classic hits format. The company employs between 51 and 100 people and reports no parent company, subsidiaries, or public listing.

The core product is the over-the-air radio broadcast, anchored by the Jagger & Kristi weekday morning show (5am-10am) and supported by programmed dayparts including '90s At Noon with Xavier The X-Man and the 5 O'Clock Boogie with DJ Hurricane Andrew. Distribution extends beyond terrestrial broadcast to a website-based ListenLive streaming service, native iOS and Android mobile applications, and an Amazon Alexa skill enabling voice-activated playback on Echo-family devices. The station also produces recurring community programming such as Jagger & Kristi's Kritters (a pet adoption segment with multiple local humane societies) and Christmas Wish (a charitable giving program), and operates a layer of produced and co-presented live events including the Big Bay Boom July 4th fireworks show with the Port of San Diego, the Freestyle Explosion concert at Frontwave Arena, the Capital of Craft Beer Festival, and ticketed concerts such as Magic 92.5 Presents.

Local Media San Diego monetizes exclusively through advertising and event sponsorship. Revenue streams include on-air commercial spots, personality endorsements and radio segment sponsorships, digital advertising on Magic925.com, email and mobile text/database marketing, customized contests with advertiser integration, and live-event sponsorships including on-location appearances and event booths. Advertising clients are primarily San Diego-area small and mid-sized businesses, supplemented by named event and venue partners including Sycuan Casino Resort, the Port of San Diego, Sesame Place San Diego, the San Diego Brewers Guild, and Frontwave Arena. The go-to-market combines direct sales to advertisers with event-driven audience engagement and a community-content moat built around on-air personalities, charitable programming, and locally produced events. No public pricing is disclosed; advertising rates are managed through direct quote-based sales.

Name

Local Media San Diego

Legal name

Local Media San Diego

Website

https://magic925.com

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

51–100 employees

Short description

Local Media San Diego is a private San Diego radio broadcaster operating Magic 92.5 and sister stations, monetizing on-air, digital, and event sponsorships targeting local SMB advertisers and enterprise event partners in the San Diego metropolitan area.

Ownership category

akta.pro rank

Product category

Local Radio Broadcasting

NAICS

Radio Broadcasting Stations (51611)

SIC

Radio Broadcasting Stations (4832)

akta.pro primary industry

Local Radio Station Groups (Owned & Operated/Station Chains) (MPABACAC)

akta.pro secondary industries

Independent Local Radio Stations (MPABACAD), Internet Radio & Streaming Broadcast Stations (Simulcast/Online-only) (MPAIAEAE)

Keywords

• Terrestrial radio broadcasting
• Local radio advertising
• Digital audio streaming
• Community event programming
• Mobile radio apps

Headquarters

HQ city

San Diego

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Others

Revenue model

1. Radio Advertising: On-air commercial advertising, personality endorsements, and radio segment sponsorships across terrestrial radio broadcasts
2. Digital Advertising: Digital advertising on Magic925.com, email database campaigns, mobile media, and text/coupon campaigns
3. Event Sponsorships: Live broadcasts, on-location appearances, event sponsorships, VIP receptions, and event booth presence
4. Customized Promotions and Contests: Branded contests and promotional activities featuring advertiser integration

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

Local Media San Diego operates Magic 92.5 and related San Diego FM radio stations (91X, Z90, 100.7 BIG FM), delivering urban adult contemporary, alternative, and hip-hop programming via 100,000 watt class C terrestrial broadcast. The core commercial product is multi-platform advertising — on-air spots, digital ads on Magic925.com, email/text campaigns, event sponsorships, and customized contest integrations — sold primarily to local San Diego businesses and entertainment/tourism sponsors.

Product overview

Magic 92.5, operated by Local Media San Diego, operates as an urban adult contemporary radio station in San Diego, California. The core product is the radio broadcast complemented by digital listening platforms including a mobile app (iOS/Android), web streaming, and Amazon Alexa voice integration. The station's programming includes signature shows like the Jagger & Kristi morning show (5am-10am weekdays), '90s At Noon with Xavier The X-Man, and the 5 O'Clock Boogie evening mix show. Beyond traditional radio, the station operates community-focused programs including Jagger & Kristi's Kritters (pet adoption features) and the annual Christmas Wish charitable program. The station also produces and presents live events and concerts in the San Diego market.

Differentiator

Problem solved

Functional benefit

Products and services

• Magic 92.5 Radio Station 100,000 watt class C FM radio station broadcasting an urban adult contemporary format featuring '90s music, freestyle, and classic hits to the San Diego metropolitan area, operated under the Magic 92.5 brand.
• Magic 92.5 Mobile App Native iOS and Android mobile applications that stream Magic 92.5 live, surface contests, events, and station content for on-the-go listening.
• Magic 92.5 Online Streaming Web-based live audio streaming service allowing listeners to tune in online via the Magic 92.5 station website, with song history tracking functionality.
• Magic 92.5 Amazon Alexa Skill Amazon Alexa voice assistant integration that enables hands-free playback of Magic 92.5 on Alexa-enabled devices (Echo, Echo Dot, Echo Show) through voice commands.
• Magic 92.5 Events & Concerts Station-produced and co-presented live concerts and community events in San Diego such as Big Bay Boom fireworks show, Freestyle Explosion concerts at Frontwave Arena, Capital of Craft Beer Festival, and Battle of the DJs & Bad Bingo at Sycuan Casino Resort, with ticket sales via AXS.com.

Named customers3 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature2 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• Port of San DiegocoreStrategic or Co-development Partner · 1 January 2026Annual partnership for Big Bay Boom July 4th fireworks spectacular on San Diego Bay. Promoted as California's Largest Fireworks Show. Station provides event promotion and coverage; Port provides venue and support for the community event.
• Sycuan Casino ResortcoreStrategic or Co-development Partner · 1 January 2026Co-hosting Battle of the DJs and Bad Bingo events at Sycuan Casino Resort. Event features cash prizes of $10,000, DJ competitions, and special hotel offers. Station promotes events and provides talent appearances.
• Sesame Place San DiegominorGTM or Marketing Partner · 1 January 2026Christmas Wish promotional partnership offering Sesame Place tickets as incentives for donations to the Christmas Wish charitable fund supporting San Diego families in need.
• San Diego Brewers GuildminorGTM or Marketing Partner · 1 January 2026Capital of Craft Beer Festival benefits the San Diego Brewers Guild, with a portion of event proceeds supporting local craft brewing community.
• Frontwave ArenacoreChannel Partner/ Reseller/ Distributor · 1 January 2026Venue partner for Magic 92.5 Freestyle Explosion 2026 concert event. Station presents and promotes the show at the Oceanside arena.
• San Diego Humane SocietyminorGTM or Marketing PartnerJagger & Kristi's Kritters program features animals available for adoption from San Diego Humane Society, promoting pet adoption through the station's platforms.
• FalconRidge Equine RescueminorGTM or Marketing PartnerKristi's Kritters segment features horses and equines available for adoption through FalconRidge Equine Rescue, supporting animal rescue efforts.
• Helen Woodward Animal CenterminorGTM or Marketing PartnerRegular partner for pet adoption features, highlighting animals available at Helen Woodward Animal Center through Jagger & Kristi's Kritters segments.
• Rancho Coastal Humane SocietyminorGTM or Marketing PartnerKristi's Kritters program features dogs and pets available for adoption through Rancho Coastal Humane Society in Encinitas.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Cumulus Media: Large national radio operator with established San Diego cluster. Comparable as a multi-station group with similar format mix and ad-driven revenue model.
• Townsquare Media: Mid-market U.S. radio operator focused on clusters of local stations in markets similar in size and profile. Comparable ownership and monetization model across on-air, digital, and live event advertising.
• Alpha Media: Privately held U.S. radio operator with multi-station local clusters across mid-size markets. Comparable as a privately held, advertising-dependent radio group with parallel operational scale.
• iHeartMedia: Largest U.S. radio operator with multiple FM stations competing in the San Diego DMA across various music and talk formats. Comparable as a multi-station, multi-platform local radio broadcaster monetizing through advertising, streaming, and events.
• Audacy: Major U.S. radio broadcaster (formerly Entercom/CBS Radio) operating multiple stations in San Diego and other markets. Directly comparable multi-station operating model with on-air, digital, and podcast monetization.
• Salem Communications: U.S. radio operator with large multi-station local clusters across many markets. Comparable operating model (private, cluster-based, advertising-supported) even though format mix is more talk/religious-leaning.
• Lotus Communications: Western U.S. radio operator with clusters across several western markets, including California-adjacent stations. Comparable as a privately held, family-built radio group with similar size and format focus.
• Bonneville International: Privately held U.S. radio operator (owned by Deseret Management) running high-quality local station clusters with strong on-air personalities and community integration — directly comparable to Local Media San Diego's heritage-brand, personality-driven approach.
• Emmis Communications: U.S. radio broadcaster with a historical strength in urban and rhythmic formats aligned with Magic 92.5's classic hits/R&B programming focus. Comparable format expertise and multi-station model.
• Entravision Communications: California- and southwestern U.S.-focused broadcaster with radio and TV stations, including multicultural formats relevant to Magic 92.5's urban AC audience. Comparable geographic concentration and Hispanic/multicultural advertising expertise.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/magic925
• YouTubeyoutube.com/user/oldschool925
• Facebookfacebook.com/MAGIC925
• Instagraminstagram.com/magic925sandiego
• LinkedInlinkedin.com/company/local-media-san-diego

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Local Media San Diego