KVLV Trading Post Remains Community Staple After Nearly 70 Years

For nearly 70 years, the KVLV Trading Post has connected residents across Churchill County and Northern Nevada through a simple radio format that lets listeners buy, sell, trade, and share information with their community.

KVLV’s “K Voice of Lahontan Valley” Trading Post began in 1957, the same year the station first went on the air, making it one of the earliest community-focused radio programs in Northern Nevada. The Trading Post remains a longtime feature on the station’s AM 980 and FM 99.5 broadcasts and continues serving listeners throughout Churchill County and surrounding communities, including Susanville, California.

The Trading Post airs from 9:06 to 10 a.m. Monday through Friday. Community members can call 775-423-KVLV (5858) to sell, buy, give away, or trade items. Callers appear live on the air and are asked to limit listings to three items each day so the station can accommodate as many participants as possible. Local businesses sponsor the program daily.

In addition to the Trading Post, KVLV programming includes local news, school closure alerts, church announcements, interviews with community leaders, and election coverage. The station’s commitment to local programming and community involvement has helped maintain its strong reputation in Fallon and surrounding areas.

The station’s history began when Les and Betty Pearce moved their family from Winnemucca to Fallon in 1957 to launch KVLV. The station originally broadcast at 1230 kHz with 1,000 watts of power, and the transmitter was located about two miles outside of town. In 1962, the station increased power to 5,000 watts and moved to 980 kHz, where it remains today.

Several familiar local names helped shape the station over the years. Ed Pearce, who later worked for KOLO Channel 8, got his start in broadcasting through the family-owned station with the “Teen Time” segment. Betty Pearce hosted “Coffee With Betty,” featuring interviews with local residents and community members.

The station’s first full-time DJ was Jim Slaton, who joined KVLV in 1957 and worked in broadcasting, sales, and electronics alongside Les Pearce. Ted Romero, known on air as the “Bald-Headed Chuck Line Rider,” also became a popular local personality.

Bill Oarr began working at the station while still in high school, riding his bicycle to work before later accepting full-time employment with the Churchill County School District Transportation Department. He continued working weekends at the station until retirement.

Former Nevada Sen. Mike McGinness also served for many years as manager of KVLV and KVLV-FM before retiring. Today, Lynn Pearce serves as managing partner alongside his sister, Dee Pearce McGinness.

KVLV-FM first signed on Nov. 26, 1966, at 99.3 FM. In 2011, the call sign changed to KKTU-FM, and the frequency moved to 99.5 FM. Throughout its history, the station has remained family-owned and community-focused.

With the same family leadership still involved today, the Trading Post continues operating much like a small-town bulletin board, connecting local residents, businesses, services, and events throughout Northern Nevada.