Just when you think the Salt Lake area radio market is too crowded, along comes a new FM station — KYLZ at FM-104.7.

This station, on a previously vacant frequency, hit the airwaves March 30 with a "cool, classic rock" format.

There are already 40 FM stations broadcasting in the S.L. market. Is there room for a 41st? Yes, if it can find a niche.

KYLZ is a radio station built around a comprehensive audience segmentation study conducted in the Salt Lake, Ogden and Provo area. The goal of the study was to divide groups of people according to their music tastes, core values and lifestyles.

Millcreek Broadcasting, the new station's owner, found that the dominant feature of its target group (ages 35 to 54) is a passion for rock-based music.

The group places music in a special place and benchmark their lives according to songs, concerts and own personal memories.

"This audience believes music should be the central part of their radio station and not be surrounded by hype, contests and chatty DJs," said Kayvon Motiee, KYLZ program director.

In additon, Millcreek noted the audience's age group is one that has been ignored by other stations.

LDS GENERAL CONFERENCE ON UTAH RADIO — KSL Newsradio (AM-1160/FM-102.7) and KBYU (FM-89.1/89.5) will air all four general sessions live.

For those out of the Salt Lake area, five other stations will air LDS conference sessions live: KVNU (AM-610; Logan); KMTI (AM-650, Manti); KMGR (FM95.9/102.7, Manti); KSVC (AM-980, Richfield); and KDXU (AM-890, St. George).

— KBYU (FM-89.1/89.5) will air "Leroy Robertson: The Mozart of Utah," a program that explores the life and works of Utah's homegrown talent on Sunday, April 5, 12:30 p.m. For more information, go to www.classical89.org.

NPR AUDIENCE SOARS — The audience for National Public Radio each week during 2008 was estimated at 20.9 million, up 9 percent over the previous year.

RADIO DIAL 25th ANNIVERSARY — This column, which began as a temporary assignment more than 25 years ago, is beginning its 26th year. The first column ran on March 9, 1984, with the headline "Utah towns get OK for 3 new stations." That story was about new stations in Delta, Nephi and Roosevelt.

E-MAIL: lynn@desnews.com