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“Rebecca, check your phone:” Billboards tease new program in Boise

Idaho's Biggest Toy Drive

You might have seen it on the freeway. Or Fairview. Or the connector.

Large electronic billboards with non-sequiter phrases.

“Rebecca, I love you. – Nathan”

“Nathan, you left the seat up again. – Rebecca”

“Rebecca, should we tell them? – Nathan”

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Mutual of America
116 & West

Either Nathan and Rebecca need to see a counselor and work on healthy communication — or the billboards seek to create buzz for something.

Buzz, of course.

Rebecca and Nathan Fast
Rebecca and Nathan Fast. Courtesy Iliad Media

Iliad Media Group and its Boise group Impact Media will introduce Fast in the Morning next month on local top 40 station Wild 101. Long-time Boise radio listeners will remember the Nathan Fast, who held down nights on rival pop station 103.3 Kiss FM (now at 103.5 FM). His wife Rebecca joins him for the new show.

“If the Covid-19 experience has taught us anything, it’s the need to have local personalities who can tell the stories of our listeners in a way that no syndicated show can,” Iliad Media’s Regional Operations Manager James Garner said.

Brooke and Jubal break up

The Fasts will replace syndicated morning program Brooke and Jubal out of Seattle on the station. That show, which centers around host Jubal Fresh made a change earlier this spring in most of its markets. Fresh left the program, replaced by Jeffrey Dubow. In Boise, the show kept the Brooke and Jubal branding, with best-of segments airing.

Now, starting June 8th, the morning timeslot will bring a new local option to the airwaves.

“The breakup of syndicated Brooke and Jubal as a team, became our opportunity to invest in a local morning show on Wild 101, Iliad Media Group CEO Darrell Calton said. “Nathan and Rebecca will deliver fantastic and entertaining local content for radio and beyond.”

Fast lane back to Boise

After Boise, Nathan Fast went on to jobs in San Diego, Los Angeles, and Dallas. He met Rebecca while working in Boise. Along the way they got married and added two daughters to the family. At Kiss, he saw market-leading ratings in the night shift.

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Mutual of America
116 & West

Speaking of ratings, the pairing of married couples worked well for Iliad, which employs Keven and Brenda Mee in the morning at 101.9 The Bull and Joey and Lauren Jenkins on My 102.7 FM. Both shows see strong ratings in their categories.

Fast will now compete with his old boss Keke Luv at Kiss FM. It’s the reverse of a dynamic that already played out between the stations. Former Wild 101 program director Mikey Fuentes returned to Boise last year after several years away for a role at KISS FM.

Disclosure: Iliad Media is a BoiseDev sponsor. They had no role in the selection or production of this story.

Don Day
Don is the founder and editor of BoiseDev. He is a National Edward R. Murrow Award winner and a Stanford University John S. Knight Fellow.

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