Mary Lockrem has secured a new midday hosting role at 98.5 The Bull in the Coachella Valley, marking her return to local radio after departing Marker Broadcasting’s Big 106. This personnel shift strengthens Connoisseur Media Palm Springs’ country lineup and retains a veteran voice for the region’s listeners, a critical factor for stations relying on established community connections to drive audience retention and ad revenue.
From Big 106 to The Bull
Lockrem exited Marker Broadcasting’s KPLM, known as Big 106, after a four-year tenure to join Connoisseur Media Palm Springs. The move places her on 98.5 The Bull (KDES), where she will anchor the midday slot. Regional Vice President Sommer Frisk emphasized that the station is intentionally building a team of difference-makers, identifying Lockrem as an accomplished broadcaster with an authentic voice and a winning spirit. Frisk noted that Lockrem’s passion for serving the community aligns with the station’s goals for listener engagement during the midday hours.
Leadership Confidence in Veteran Voice
Operations Manager Todd Violette described Lockrem as a fantastic addition who brings experience, personality, and a genuine connection to the community. Violette highlighted that listeners will hear this connection daily, reinforcing the station’s commitment to local relevance. Lockrem expressed honor in joining the team, stating that great radio must be authentic, make people smile, and bring the community together. She confirmed her excitement to connect with Coachella Valley audiences daily on the new frequency.
This appointment reflects a strategic retention of local talent by Connoisseur Media, which continues to invest in experienced personalities to maintain market share in the competitive Palm Springs and Coachella Valley radio landscape. By keeping Lockrem on air in the same region, the station avoids the audience friction often associated with introducing entirely new voices, ensuring continuity for its country music demographic.
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