In Country radio, relationships matter.
Listeners don’t just tune in for the music—they tune in for the personalities who become part of their daily routine. That’s exactly what makes Mary Lockrem’s latest career move such a significant win for Connoisseur Media.
The company has named longtime Coachella Valley broadcaster Mary Lockrem as the new midday personality on 98.5 The Bull (KDES-FM), adding one of the market’s most recognizable voices to its lineup.
Lockrem arrives with something every station hopes to find but can’t manufacture overnight:
Local credibility.
During the past four years, she became a familiar companion to Country listeners throughout the Coachella Valley while co-hosting mornings across town. Now, she’s bringing that hometown connection to one of the market’s fastest-growing Country brands.
This isn’t simply another air talent hire.
It’s a strategic investment in local radio.
At a time when so many stations are relying on syndicated programming and voice tracking, The Bull is putting another well-known local personality in front of its audience—someone who already understands the community, its listeners, and the lifestyle that makes the Coachella Valley unique.
For Connoisseur Media, the addition strengthens an already competitive Country lineup while reinforcing a philosophy that continues to separate successful stations from the rest:
Great music may bring listeners in…
But great personalities keep them coming back.
As radio continues evolving, local talent remains one of broadcasting’s greatest competitive advantages. With Mary Lockrem joining the team, 98.5 The Bull isn’t just filling a shift.
It’s adding another trusted voice to one of Southern California’s most competitive Country radio battles.
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On The Dial covers breaking radio industry news, including layoffs, programming changes, talent moves, and broadcast trends across the United States.