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Delaware Radio 1948

From Broadcasting Yearkbook 1949

DOVER
WDOV (1948)
1410 1,000w - Daytime
No address
Network: none Wire Service: AP

WILMINGTON
WAMS (1948)
1380 1,000w
414 French St.
Network: MBS Wire Service: AP

WDEL (1922)
1150 5,000W
10th and King Streets
Network: NBC Wire Service: UP

WILM (1922)
1450 250w
920 King St.
Network: ABC Wire Service: AP

WAMS ad:
WAMS.
1,000 WATTS - MUTUAL NETWORK
Wilmington, Delaware
35th LARGEST WHOLESALE MARKET IN THE U.S.A.
DAY and NIGHT - 1380 KC

The only Delaware station with a directional antenna pattern Designed
to blanket the 35th Metropolitan Area in the United States.
1,000 watts, 6 miles northwest of Wilmington is Directionally beamed southeast to radiation 5000 to 6000 watts over the entire Wilmington Area, Downstate Delaware Plus Southern New Jersey and parts of Maryland and Pennsylvania. 225,000 RADIO HOMES ARE IN THIS BLANKET AREA.
Plus
Budget Buy
WAMS-FM
20,000 watts
96.1 MCS

18,000 Homes FM Equipped.
The only FM Station on the air

WDEL ad
5000 Watts Day and Night
WDEL
Wilmington, Delaware
Established 1922
High Listnership Sells

WDEL through its outstanding listener loyalty influences the buying habits of a great number of people in an area known for its economic stability, its above average income. Skillful local programming and NBC Network shows have made this station the overwhelming favorite in its trading area consisting of Delaware, southern New Jersey, parts of Maryland and Pennsylvania. WDEL can sell for your profitably as it does for many advertisers. Write for full information.
STEINMAN STATION
 
That was interesting how WAMS AM was able to spin a positive for their limited directional signal. WAMS-FM 96.1, I believe the nearest 96.1 is WSOX in York, PA. Does that mean that frequency is still available to become a Wilmington station? Interesting, WDOV only at 1kw and daytime only vs 5kw and 24/7. Back then the nearest CBS radio affiliate was Philly's 1210 WCAU and with it's solid signal here, not an issue.
 
It doesn't seem like 1210's signal is all that solid into NCC any more - at least some parts of it. I guess 250, 500 or 50,000 watts went further then than now. Less interference. Less crowded band. And various technical tweaks to transmitters and receivers that seem to have degraded a station's listenable reach with a given output. Back then, WCAO 600 in Baltimore was CBS and they probably had decent coverage over a good part of the market, too.

AM can be funny, though. Around New Castle Airport in my car I get New York like it's local and some places WSBA in York comes through perfectly, as well.

I had the though that WAMS description of their coverage made them sound perfect for traffic.

Broadcasting Yearbook also listed the names of owners and key managers at each station. This was the last time the name Hawkins did not appear for more than a half century.

*Extra credit for pointing out that WCAU was a CBS affiliate at the time, not an O&O. The Philadelphia Evening Bulletin owned it.
 
PS: WDEL's ad touted "skillful" local programming and NBC network shows say they made the station "an overwhelming favorite." And we discussed how the market had no local CBS affiliate at the time.

This posting was right after the Great Talent Raid when CBS' Bill Paley "stole" many of NBC's most popular shows and talent: Jack Benny, Amos 'n' Andy, Burns and Allen, Edgar Bergen and Charlie McCarthy... This raid set the stage for CBS to become THE dominant network in radio and then TV well into the 70s (often having nine of the top 10 shows). Most of the station ads talk about the station's technical facilities (as does the WAMS ad). Back then, a lot of broadcasters thought people listened to stations (or networks) - not programs and performers. NBC thought that and let some of their big draws go.

So, right before this Yearbook was published, WDEL lost many of its top national shows. Just as it did roughly 60 years later. Maybe history does repeat itself.
 
Does anyone remember/know what year WILM made the switch from ABC to Mutual?
 
There has always been a question if WAMS FM was ever on the air. Matt's posting shows a frequency of 98.1 (it was also the frequency of WSNJ FM Bridgeton, NJ in the early 50's, later swapped with WCAU FM), I had seen paperwork for 99.1 and applications for 96.1. Years back, apparently a Western Electric transmitter sat in the same area as the MW5A later on. Tower 3 in their 5 tower system was cut to 200 feet when the FM was done away with (the upper section of the tower ended up at Ebright Road holding up WJBR into the 80's!). WAMS FM, at best, seems to have had a pretty spotty operating history.
 
I scanned a couple of those books from the early 50's, and one WDEL ad mentions how Wilmington was the 35th metro market and one mentions how the Wilmington market is, if I remember correctly, the highest billing or selling per capita market in the nation, something to that effect. I'd have to go back and re-read it, and I'm not even sure what book it was in. In any case that seems hard to believe. I may not have read it right. Still Wilmington's metro market, even with far smaller population of about 250,000 vs about 700,000 has dropped from 35th to 76 in 60 years. I guess the rest of the country had even better growth and left Wilmington in the dust.
 
MikefromDelaware said:
I scanned a couple of those books from the early 50's, and one WDEL ad mentions how Wilmington was the 35th metro market and one mentions how the Wilmington market is, if I remember correctly, the highest billing or selling per capita market in the nation, something to that effect. I'd have to go back and re-read it, and I'm not even sure what book it was in. In any case that seems hard to believe. I may not have read it right. Still Wilmington's metro market, even with far smaller population of about 250,000 vs about 700,000 has dropped from 35th to 76 in 60 years. I guess the rest of the country had even better growth and left Wilmington in the dust.

Overall population has increased. Even more, the number of people in the sunbelt has seen dramatic growth in the past half century (both overall numbers and as percentages of the total population). Thank air conditioning.

Those ads Broadcasting Magazine and Yearbook always did creative things with statistics. Probably tax free shopping did help boost per-capita sales in Wilmington (although the visitors who came in to buy were not likely to listen to or be influenced by spots on Wilmington stations). Have the demographics changed much? Was Wilmington as much of an urban-minority (low income; lower socio-economic status) market back then? Many Northern cities experienced a major inbound migration of Southern Black and Hispanic immigrants, even as middle and upper-middle class Whites moved to the sunbelt where new technical-professional employment opened up.
 
Back in the 1950's and early 60's blacks generally were on the east side of Wilmington, east of Walnut St. The west side was the various European ethnic groups. Now the front street area, aka MLK BLVD today also was a poor neighborhood heading from the train station towards Justison Street towards where I-95 cuts through the city. The only Hispanic population was small and was limited to only Puerto Ricians (think West Side Story). There were a couple of streets in Newark, that was considered the "negro section of Newark" back then. It ran along Cleveland Avenue where the car dealers are today to where 896 intersects and heads north a couple of blocks. I worked with a guy a number of years ago, a black guy, who lived in that part of Newark. He said that there was an unwritten rule, that we were not welcomed on Main St. So we went to Downtown Wilmington to shop and go to the movies, etc. I forget the name of the movie theatre he said they went to see movies back then in town. I lived near Newark back then in what then would have been the fifth largest town in Delaware, if they had incorporated, Brookside. So I went to Newark all the time riding my bike to Main St. to see a movie. My friend was right, I don't remember ever seeing blacks other than on Cleveland Ave, or in Wilmington. I also never saw any signs that said Whites only, etc. But apparently the city fathers of Newark back then must have made it very clear the black tax paying citizens of Newark would have to take their money and business to town, meaning Wilmington.

Once the civil rights act passed in I believe it was 1964, then of course the black population started moving towards the west side of the city as folks could no longer legally not sell their homes to minorities. The city also caused this to happen due to Popular Street Project A. The city along with the Feds, were going to build nice homes for low income people aka today as Section 8 housing on the east side, and as any thing the city of Wilmington seems to do (usually with poor planning) they torn down a major section of the east side so that at Rodney Square you could see the Delaware River. It took quite a few years for those new houses to be built. Well those folks needed someplace to live, so they moved west and then white flight took wings in a major way. Then the riot of 1968 right after the assassination of if Martin Luther King pretty much put the final nail into the coffin known as Downtown Wilmington and white flight really increased.

As years passed and the population of middle class blacks grew in America, they also moved into the older suburban developments that circle around the perimeter of Wilmington with the heaviest concentration along New Castle Ave (Rt9) heading towards the Del Memorial Bridge. Today, of course the metro area is well blended so all groups can be found living almost everywhere, other than maybe Greenville, Hockessin, and Centerville. That's what I remember. There may be others who remember more detail and can fill in the blanks better, but that gives you a general overview.
 
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