Fry's has long been known for taking the 'If you build it, they will come' approach, spending very little on advertising. Remarkably, this approach has worked for them thus far.

If you live in the Los Angeles or Orange County areas, you've probably seen the weekly Fry's newspaper insert wrapped around a fish, or lining the bottom of a bird cage. As if that wasn't enough Fry's propaganda for you, you can now tune in to 95.9 FM and hear ads for no-name monitors and other typical Fry's junk, er, other fine products.

"Mix 95.9" is KXMX (formerly KEZY) - an Anaheim station that sprung up in the wake of the sinking Y-107 ship. They don't have many advertisers yet, but they've got Fry's. The station hasn't quite decided on a format yet either, playing "hits from the 80's, 90's and 70's". So far, I like 'em. They kind of remind me of 91x (a San Diego station - my personal favorite), without the benefit of age.

S.