When I moved to Longview in 1973, they had what I would describe as an MOR format. They may have played some top 40 music, but none of the "wild" stuff that KLUE was playing. KLUE was the top 40 station that the kids listened to. KEES was the country station, along with KHER/KYKX that was just getting started. The adults would listen to either KFRO or beautiful music station KNUE, but KNUE had a hit and miss signal in Longview in those days. The gospel station was KHYM.
My dad would make fun of the station that I listened to, which was KLUE, because they shut down at night. His station, which was KFRO, was 24/7.
In the early-mid 80's, they ran an urban format, very similar to KZEY.
After Curtis sold the station to Sunburst(?), then Waller, the station went through seems like a dozen formats as billyg has mentioned.
The KFRO tower site is on east hwy 80, about 1/2 mile or so east of Eastman Rd. Their nighttime is directional, and seems that it has always targeted south Longview, as this was the area of the city's original growth. They city really only started growing north in the 70's. Now, the signal drops off very rapidly as you drive north past the loop on 259 or Judson Rd. The nightime signal at the KYKX studios is poor. I live about 3 miles north of the KYKX studios and the signal is in the noise at my house at night. The nightime signal in south Longview is still pretty good. Either Curtis or Sunburst actually put in an app in the late 80's or early 90's to increase KFRO's power to 5kW day. Not sure if they were ever issued a CP to do this, but it was never acted upon and left to expire once Waller took over.