Ruby Radio started in 2002 in Elko, NV with only a construction permit. From that, we built Mix 96.7, the #1 station in the market since we started taking ratings the following year.
Since then we’ve added BIG Country 103.9 and KZBi-FM News Talk, the area’s strongest signal and #1 station among Men 18+.
In 2013, Ruby Radio expanded west to Winnemucca, NV with Mix 102.7 FM and added BIG Country 94.3 FM. Together, Ruby Radio covers 300 miles along Interstate 80 from Lovelock to the Utah border. In 2016, Ruby Radio sold the Winnemucca stations to local owner and operator Jace Edwards and his Nomadic Broadcasting team.
2015 saw Ruby Radio add two broadcasters to Nevada's Broadcaster Hall of Fame. News Director Paul Valle and National Accounts Director were both inducted for 25 years in broadcasting in and around Nevada.
Coyote 101.1 FM underwent a transformation from a typical Classic Rock format to one that is especially focused on the needs of younger, hard-working guys. The Eagles and Beatles were dropped in favor of harder edge delivery of a rock-based format featuring AC-DC and Van Halen. Coyote Rock in its new form, even on a smaller signal, attracts Men 25-54, and is #3 in the market among Men 35+.
2018 saw a complete overhaul of EZ 107.7 to become Z107.7 FM, hits of the 90's, 80's and 2000's. The core target is intended to be Adults, particularly Women aged 25-54.
November 2018 Ruby Radio hosted the first ever Opportunity Fair, bringing employers together with new area residents looking for opportunities and growth within the growing mining, driving and even healthcare and hospitality industries. Ruby Radio partnered with the Northeastern Nevada Regional Development Authority to promote the event inside and beyond our normal listening area and bring people to the community.
Owner and operator, Ken Sutherland celebrated 50 years of broadcasting in 2019. He started on air as a disc jockey and worked in progressively larger stations throughout the West before making the move to sales at the Bay Area's first Progressive Rock station, KSJO FM in San Jose, CA. From there, Ken worked with Bay Area leader KMEL FM and moved up in increasing responsibilities as Sales Manager to General Manager at Reno's wildly successful KODS Oldies. Now that station goes by The River. In 2002 Ken and Alene Sutherland achieved their goal of owning their first station in Elko, NV and signed on KHIX as Mix 96.7 FM. Now in his 50th year of broadcasting, Ken leads the dominant radio group in Northeastern Nevada.
Ruby Radio Coverage Area
All Ruby Radio stations cover the Elko and Spring Creek. The big station signals cover the many mountainous and rough terrain between Elko and Battle Mountain to the West, and past Wells in the East. The powerhouse signal on KZBi has been heard southwest in Golconda, and BIG Country’s signal has just been expanded to fully cover Battle Mountain.
Terrain is a real factor limiting media in this market. Radio can ride along with our listeners in our mountainous area. Elko County is a big place so there is always a lot of driving to do. Billboards just stand in one place so if your client doesn’t use that road, they won’t see it.
TV/Cable/Satellite coverage is fragmented: Spring Creek, a major population center for the area, isn’t wired for cable so they depend on satellite from Salt Lake City. Channel 10 was released from its NBC affiliation and relationship with Reno’s KENV in 2017, so no local TV news is produced, and operates now as a science fiction network to those who can pick it up directly with antenna.
Ruby Radio offers the region’s only Local News Block, in AM drive, 6am-10am, Monday-Friday. Our Morning Show hosts are locals who run live shows from our Elko studios every morning.