KMCR really only covers Montgomery County well - it does play in Warren County, and to the north, but the signal is pretty shaky. Honestly, I don't think someone could survive as a standalone owner of this station; I have looked into it very seriously. I think it would need to be part of a 2-3 station group and share recourses. It is a small station, the equiptment is old, but in good repair; it is automated with an ancient SmartCaster system running ABC's "Hits & Favorites" Soft AC format as "Sunny 103.9." The station has two full time employees, a sales person, and a morning show host, and a part time play by play person.
There is an opportunity there, but only if you have a good small town sales background, and you are willing to spend every day working in the trenches, joining clubs like Lions or Rotary, and really build a good bond with the Montgomery City area, you could probably do OK as a small town operator.
But, don't expect to make any inroads in Fulton, Warrenton, Mexico, Troy, or Bowling Green; the signal just isn't good enough, and the pending upgrade to 6kW upgrade isn't going to make much difference.
From Best Broadcasting's Website:
In 1994, KMCR (FM), Montgomery City, MO was obtained and became part of our broadcast group. KMCR is a 3000 watt twenty-four (24) hour facility that broadcasts at 103.9 on the FM dial. Shortly after the purchase, KMCR simulcast KZZT programming until 1995 when the format was changed to a Hot AC product. In 2006, KMCR adopted an Adult Contemporary format.
KMCR originally signed on the air in 1977 as KVCM. Later the call letters were changed to KOMC and then KMCR (Montgomery County Radio). Format history details are limited, however KMCR has featured a Country/Western format in the past, an Adult Contemporary format and others. The station also simulcast with another radio station licensed to Vandalia, MO for a short time. KMCR was dark (off-the-air) several times prior to its purchase by our company.
