After abandoning an oldies format, KXOA-FM switched to a Top 40 format in 1974 in the hope of challenging AM Top 40 leaders KROY and KNDE. In an era in which stations proudly announced their call letters, KXOA-FM called itself K-108.
Although KXOA would again change format to a very successful “mellow rock” approach within two years, Dusty Morgan remained with the station into the 90’s.
In 1974, KXOA-FM was owned by Brown Broadcasting, who also owned KGB in San Diego. Top 40 on FM was very progressive for Sacramento at the time, and few know that it was initiated by Ron Jacobs. Jacobs writes:
“In exchange for a 1973 Chevy pickup (which was sent to Maui) I went there (to Sacramento) and ‘installed’ some of the stuff that worked at KGB. Have no idea who was doing the jingles for the station then. I wasn’t there on a regular basis programming it, so I never mention it. Other than that cheap copout, there could’ve been endless other factors such as signal strength, promo budget, etc. My attitude was, ‘Show me the Chevy’…”
Sacramento didn’t have a dominant “Top 40/CHR” format on FM until the early ’80’s (FM102).
– Uncle Ricky