KGHL, the Mighty 790
KGHL focuses on Agriculture, the biggest industry in Montana. The Mighty 790's 20 county signal is the only media to serve Montana's farmers and ranchers everyday.
KGHL produces and airs more than three hours of ag programming everyday. No print, no television, and no other radio reaches this $1Billion dollar market (KGHL's market area) with this kind of coverage. Internet and cell coverage are spotty in Montana outside metro areas or the freeway system. Radio is the constant companion to reach these business people efficiently. When farmers or ranchers want a price, an update on the farm bill, or news on agriculture, they depend on KGHL more than any other media source by a 4:1 margin.
Weather is very important in Montana, particularly to its largest industry. KGHL is the only radio station in eastern Montana and northern Wyoming with a two person weather team with long time Billings TV meteorologist Ed McIntosh and weatherman John Pulasky. Together, they account for more than 60 years of weather forecasting experience. Experience that is important to this very agricultural area.
KGHL and Montana's Largest Industry
In 2011, agriculture generated $3.2 billion in income on 29,400 farms and ranches – making it the largest industry in Montana.
Wheat and beef account for about three-fourths of the state’s agricultural receipts, pulse crops such as peas and lentils are gaining significance as more farmers are diversifying their operations. Montana grows barley (#3 in U.S.), honey (#5 in U.S.), and oil seeds such as safflower and canola. Montana is also known for its hay, sweet cherries, sugar beets, and seed potatoes.
The station has a high concentration of people who work in agriculture. A recent audience survey showed 32% of KGHL listeners make their living in agriculture. 65% of the station's audience is between 25 and 64, with the vast majority being 45 to 64. A predominately male audience (58%), KGHL listeners spend the majority of their radio listening time on the AM band. Only 38% listen to a FM station daily.