Cumulus Media Launched Magic 97.9 in Boise
The new adult contemporary radio station features programming led by industry veteran Lisa Adams.
Updated on Oct. 1, 2026 in Magic
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Cumulus Media has introduced Magic 97.9, a new adult contemporary radio station in Boise, Idaho. The station features a playlist spanning the past five decades of music.
Why it matters
The launch expands the local radio landscape with a station specifically focused on a multi-decade music catalog. It brings established industry talent to the Boise market to oversee the new broadcast format.
Program director Lisa Adams brings more than 25 years of radio programming experience to the new outlet. Magic 97.9 operates on the KQFC-FM frequency.
The players
Cumulus Media
This is a major American radio broadcasting company that owns and operates hundreds of stations across the United States.
Lisa Adams
She is an experienced radio programmer who previously held leadership roles in Seattle and Portland markets.
The details
Magic 97.9 serves listeners with an adult contemporary format and a music library covering the last fifty years. The daily lineup includes morning show host Lisa Adams, afternoon host Bret Connors, and morning news contributor Mike Kasper.
Timeline
Magic 97.9 launched in Boise on October 1, 2026.
Industry Dynamics
The introduction of Magic 97.9 follows the industry trend of launching tailored adult contemporary stations in mid-sized markets to stabilize listener retention. This move positions Cumulus Media to compete for a broader demographic by utilizing deep music libraries against niche streaming services.
Boise residents can now access the new station by tuning their receivers to the 97.9 frequency. The format shift provides daily morning and afternoon programming options for listeners seeking adult contemporary music.
The takeaway
Radio stations continue to rely on the nostalgic appeal of multi-decade music catalogs to maintain consistent daily listenership. Listeners looking for a curated experience can expect a mix of long-term hits and news updates throughout the broadcast day.
What happens next
Cumulus Media is expected to release additional information regarding the station's full programming schedule in the near future.
Further reading
Learn more about the local radio scene on our Magic page.
Source note: This article includes information reported by Radio Facts Media.
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