Connoisseur Media Palm Springs has hired Mary Lockrem as the new midday personality on Country KDES-FM (98.5 The Bull). Lockrem brings four years of Coachella Valley morning radio experience to her new role.
What We Know: Lockrem most recently served as morning co-host at Marker Broadcasting’s Country KPLM (Big 106)/Palm Desert. She is already a well-known voice to local listeners. Her move across the street gives 98.5 The Bull a proven market veteran in a key daypart. The hire reflects a deliberate talent strategy from Connoisseur Media Palm Springs leadership.
What They Said: Regional VP Sommer Frisk set the tone clearly. “We’re intentionally building a team of difference-makers, and Mary is exactly that,” Frisk said. “She’s an accomplished broadcaster with an authentic voice, a winning spirit, and a passion for serving her community.” Operations Manager Todd Violette added that Lockrem brings “experience, personality, and a genuine connection to our community that listeners will hear every day.”
What Remains Unclear: No start date for Lockrem’s midday show has been announced publicly. Additionally, it’s unknown whether Connoisseur Media plans further staffing moves at the station. Her departure leaves a void in Big 106’s morning lineup that has yet to be addressed publicly.
What It Means: This move signals that Connoisseur Media is actively investing in local talent for the Palm Springs market. Lockrem’s existing familiarity with Coachella Valley audiences gives 98.5 The Bull an immediate advantage. Furthermore, landing a recognizable morning voice for middays suggests the station is prioritizing personality-driven programming. Ultimately, this hire strengthens their competitive position in a tight local Country format battle.
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David Hill serves as a Music Radio Editor, Columnist and Features writer for Barrett Media. A radio lifer with more than 30 years behind the mic, in the control room, and in the program director’s chair, David’s career spans influential stops at brands such as WIYY 98 Rock, WBAL-AM, and 99X. He has worked across multiple formats and ownership groups, including iHeartMedia and Cumulus Media, developing talent, breaking music, and navigating every major industry shift from diary to PPM and terrestrial dominance to streaming disruption. When he’s not writing or analyzing the industry, Dave runs The Tune Farm, a marketing firm built to help artists and brands grow audience the same way great radio always has—by creating connection, not just impressions. He can be reached at David@BarrettMedia.com.