About Us

Ruby Radio stations and sites

Leadership & History

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. Ruby Radio owns and operates 6 FM radio stations covering the Northeastern Corner of Nevada and two websites, the largest media group in the region.

Key Dates in Ruby Radio’s History

KHIX Mix 96.7 on air:June 27, 2002
1st Health & Fitness Fair held:March 15, 2003
KZBi News Talk on air:December 5, 2005
KBGZ BIG Country on air:     November 18, 2007
RubyWantAds.com launched:August 1, 2010
Z107.7 FM and HD2 on air:  April 11, 2011
101.1 Coyote Rock returned to Elko:Memorial Day 2012
100.5 TRUE Country Classics on air:March 22, 2014
1st Women’s Expo held:August 8, 2015
1st Opportunity Fair held:November 15, 2018
ElkoNewsOnline.com launched:May 1, 2020
TalkRadio 107.7 FM on air:August 1, 2020
94.5 KOOL FM Classic Hits on air:September 8, 2020
Health & Fitness Directory launched:February 1, 2021

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Coverage Area

Ruby RAdio 2021 Northeastern Nevada Coverage Map
Ruby Radio’s Northeastern Nevada Coverage Area

All Ruby Radio stations cover the Elko and Spring Creek areas. The big signals from 94.5 KOOL FM, Mix 96.7 and BIG Country reach beyond Battle Mountain an hour west of us, and east past Wells toward Salt Lake. The powerhouse signal on 94.5 KOOL FM has been heard southwest in Golconda, and BIG Country’s signal was 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 areas. 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.

Radio reaches 91% of all Adults every week, according to Nielsen. Radio rides along in the car with you and connects you to your community.

We subscribe to annual ratings from Eastlan, an impartial third-party ratings service that specializes in small markets like ours which Nielsen doesn’t cover well. Ask us about which stations perform the best in reaching your target audience.