WMGX

WMGX

Portland, Maine United States
Broadcast area	Portland metropolitan area, Maine
Frequency	93.1 MHz (HD Radio)
Branding	Coast 93.1
Programming
Language(s)	English
Format	Adult Top 40
Subchannels	HD2: News/talk (simulcast of WGAN) HD3: Christian radio (Bible Broadcasting Network)
Ownership
Owner	Saga Communications (Saga Communications of New England, LLC)
Sister stations	WBAE, WCLZ, WGAN, WPOR, WVAE, WYNZ, WZAN
History
First air date	June 10, 1977; 47 years ago (1977-06-10)
Call sign meaning	"Magic" (former branding)
Technical information[1]
Licensing authority	FCC
Facility ID	58548
Class	B
ERP	50,000 watts
HAAT	135 meters (443 ft)
Transmitter coordinates	43°41′17″N 70°15′25″W / 43.688°N 70.257°W / 43.688; -70.257
Translator(s)	HD3: 105.1 W286CU (Saco)
Links
Public license information	Public file LMS
Webcast	Listen live
Website	coast931.com

WMGX (93.1 MHz "Coast 93.1") is a commercial FM radio station in Portland, Maine, serving the Portland metropolitan area. WMGX airs an Adult Top 40 radio format and is owned by Saga Communications. Its tudios and offices are on Western Avenue in South Portland.

WMGX has an effective radiated power (ERP) of 50,000 watts. The transmitter is off Presumpscot Street in Portland, near Interstate 295.^[2] WMGX broadcasts in the HD Radio hybrid format; the HD2 subchannel carries the talk radio programming of sister station WGAN, while the HD3 subchannel carries the Bible Broadcasting Network's Christian radio programming, which feeds FM translator W286CU at 105.1 MHz in Saco, Maine.^[3]

WMGX first signed on the air on June 10, 1977.^[4] It was owned by Sunshine Broadcasting and played a soft rock format as "Magic 93". Core artists included James Taylor, Carole King, Cat Stevens and Carly Simon. Announcers did not talk over the music. Several songs were played in a row, with no talking in between songs.

From the mid-to-late-1980s and through the 1990s, WMGX had a unique format, blending classic, soft, and progressive rock with adult contemporary music. At this time, the station claimed that "[It] never [played] the same song twice [in one 24-hour period]," a boast that it later backed up with a monetary prize to anyone who caught the station doing so.

In 1992, WMGX and WGAN were acquired by Saga Communications.^[5] On March 9, 2006, 29 years after the station's launch, WMGX changed format, rebranding as "Coast 93.1", and shifted to a hot adult contemporary format, playing music from the "80s, 90s and Now".

WMGX eventually dropped the "80s, 90s and Now" slogan and changed it to "Today's Best Mix" to reflect the playlist from the current and recent Top 40 charts, minus any songs deemed too hard-edged or rap-oriented. Songs from the last couple of decades also were heard, but WMGX rarely played any song recorded before 1990.

As of April 2016, to compete more with long dominant Top 40 station WJBQ, WMGX shifted to an Adult Top 40 format under the branding of "Portland's Adult Hit Music Station". The station currently acts as a hybrid between a hot AC and a mainstream Top 40 station. On Sunday mornings, WMGX airs the nationally syndicated show American Top 40 with Ryan Seacrest.

Portland's most popular morning show, the Blake Show with Kelly and Todd starts the day with laughs, fun, topical content, and relatable topics. The show features cohosts Blake Hayes and Kelly Towle. WCSH meteorologist Todd Gutner is a contributing third co-host.

Blake Hayes is open about being gay and sometimes discusses life as a gay man.^[6]

After 15 years with the station, former morning co-host Eva Matteson left the station in February 2020.

• Official website
• Facility details for Facility ID 58548 (WMGX) in the FCC Licensing and Management System
• WMGX in Nielsen Audio's FM station database
• Facility details for Facility ID 150422 (W288CU) in the FCC Licensing and Management System
• W288CU at FCCdata.org