BEMIDJI-As Justin Hoberg's family gathered stories of the radio man, they started to realize he lived an extraordinary life, said his daughter, Jill Hill.
Hoberg, a former Grand Forks Chamber of Commerce president and civic leader who is remembered for his sense of humor and shaping KNOX 1310 AM into a talk radio station in Grand Forks, died Friday at his home on Lake Bemidji, less than a month shy of his 88th birthday.
"I just think he had an amazing life," she said. "All of the things he got to do, how well he did in radio, what an amazing marriage he had ... it's like a script that couldn't have been written better for any human being."
Hoberg's obituary hints at his sense of humor. He was born July 5, 1929, in Bemidji, and though the family couldn't find any record of him graduating from Bemidji High School, "he assured us he was a straight-A student," the obituary said. The obituary also spoke of his love of music, fishing, golf and giving rides to children rides on the propeller of the war plane that sat outside the high school.
"Kids would grab onto the propeller, and Justin would hit the starter button and they would twirl around, and twirl they did until the engine actually started, sending the plane crashing into the high school. No one was injured," the obituary said.
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Hill said the story is a family favorite and showed how he got into trouble. But stories like that, his quick wit and storytelling gave color to his life.
"He's got a ton of stories like that," she said, adding it was no wonder he gave his wife, Donna Ness, gray hair so early.
'You knew he cared'
Hoberg attended UND, where he met his wife. After serving in the Army, he was offered a sales position with KNOX. His son, Jeff, recalled how his dad sold shoes.
"(Hoberg) talked to my mom about it, and she said, 'You don't have any experience selling advertisements,' " Jeff Hoberg said. "He said, 'I think we can figure it out.' "
That job lead him to purchasing KNOX in 1966, as well as stations in Bemidji and Minot. He also acquired KYTN-FM in Grand Forks.
He later sold the stations over the years-KNOX went to Peoria Journal Star in 1972, at which point he became Peoria's executive vice president and general manager for its broadcast division until he retired in the 1990s to Bemidji.
Justin Hoberg was Jarrod Thomas' first general manager at KNOX, which is now owned by Leighton Broadcasting of St. Cloud, Minn. Joining the station in 1993, Thomas, who hosts "The Jarrod Thomas Show," joked that Hoberg would do what he could to save the radio station money, but his employees were his priority and he really got to know the people he worked with.
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"You knew that he cared about you," Thomas said. "You knew that he would always take care of you."
Hoberg was involved in several local organizations, including the Chamber, Elks Club, the North Dakota Broadcasters, United Way and the First Bank Board of Directors in Grand Forks.
Jeff Hoberg said his father focused so much on building relationships because he felt the community was important to be successful in the radio business.
"Not only did he enjoy helping the community but he really loved Grand Forks and he really loved all of the things about the people in Grand Forks," Jeff Hoberg said.
Even if everyone didn't quite understand his humor, it seemed Hoberg wanted everyone to be laughing, even in his final moments, Hill said.
"Even when he was ill at the end, he was still funny and cracking jokes and just wanting everyone not to be sad, I think," she said. "Right until the end, he wanted everyone to be OK."
At Justin Hoberg's request, no formal service is planned, but a celebration of his life will take place this summer on Lake Bemidji.
