Vegas 99.7 | SoCal 98.1 | Laughlin 98.1 "It's the Coca-Cola theory," Anderson said. "Put your advertising as close to the point of purchase as you can.
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The genesis of Highway Radio dates back to the late 1970s, when founder Howard Anderson realized 50% of visitors to Nevada tourism markets came from Southern California. He went to his boss, the late Howard Hughes, and convinced him that reaching visitors on the highway would boost walk-in traffic to Hughes' casinos" The Sands, Desert Inn, Castaways, Silver Slipper, Frontier, and Landmark. "It's the Coca-Cola theory," Anderson said. "Put your advertising as close to the point of purchase as you can. Hughes said to go for it, but on April 6, 1975, he went to the great casino in the sky." The Hughes operating businesses were liquidated following his death, but engineering data for the radio concept passed on to Anderson, who put the stations on the air in 1980. Anderson used an existing microwave relay site on Calico Peak and located another at Mountain Pass to cover Interstate 15. The station increased its power at the Mountain Pass transmitter in 1984 from 2,200 watts to 10,000 watts and added other transmitters covering Interstate 40 in 1991. A subsequent three-year study at Primm showed a 300 percent increase in off-ramp traffic. Originally called The Highway Stations, the broadcast group changed their name to Highway Radio to better reflect the brand they have developed over the past 20+ years. Today's Highway Radio reaches a broad demographic audience with three separate and distinct radio formats: Hot Adult Contemporary, Hot New Country, and Highway Rock. Highway Radio's brands include: The Highway Vibe, Highway Country, and Highway Rock-The Drive.
The group of stations was recently acquired by Heftel Broadcasting Company. We’re currently upgrading our programming and signal coverage. Stay tuned for more!
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