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Mutual Radio News

Another radio organization is using the Mutual name:

"Mutual Broadcasting System LLC, based in Spokane, Washington, uses the Mutual and Liberty names on its two stations, KTRW–Spokane and KTAC–Ephrata. These stations have no connection with the original network. They present adult standards, nostalgia, and some Christian programming, using the Mutual name as part of their old-time radio branding." - https://en.wikipedia.org/wiki/Mutual_Broadcasting_System#Legacy http://www.ktrw.com/

But it isn't just radio. Don't forget Crosley and their junk record players. There is also a company called Montgomery Ward that is totally unrelated to the long defunct original company, but is now using the name to sell crappy merchandise.

http://www.wards.com/

You know the deal by now. Take a defunct, but legendary brand (and/or it's intellectual property.) Slap it on something cheap and sub-par. Hope senior citizens (who remember when big brands actually meant something) will see it, adjust their glasses and say "Oh. Montgomery Ward. Why I haven't seen them in years" and be curious enough to look and buy (or in this case, listen.)

There is no other reason I could think of for doing this.
 
Interesting about the "new" Montgomery Ward. There's an LPFM I listen to online occasionally that uses "Mutual Radio Network", and I don't think it being called something other than Mutual would make or break the affiliate, for the relatively few who like 80s music and remember the old MBS, I suppose it gives the newscast some credibility. It actually doesn't sound that bad, but I could pretty well several newscasts had been recorded earlier in the morning.
 
Bongwater said:
You know the deal by now. Take a defunct, but legendary brand (and/or it's intellectual property.) Slap it on something cheap and sub-par. Hope senior citizens (who remember when big brands actually meant something) will see it, adjust their glasses and say "Oh. Montgomery Ward. Why I haven't seen them in years" and be curious enough to look and buy (or in this case, listen.)

There is no other reason I could think of for doing this.
Click to expand...

Somewhat like Bell & Howell, which used to mean first class photographic products, but is now used to hawk solar-powered gopher repellers and non-stick muffin pans. (Or somewhat like this new Mutual network...)
 
Seems like a reasoned move to brand content and provide programming options for smaller and/or LP stations.

One theme that seems to recur in this, and other, thread(s) is that only local programming serves the community. Not all local content is good content and not all national content is not of service to the community.
 
As I understand things, the affiliates, mostly LPFM stations, can contribute stories to the newscasts. It is sort of a grassroots news service and at least someone is doing it. For many LPFMs FSN was the only choice, a good news source, but a these guys seem to offer a more American versus international version of news. It is the same group that is offering Art Bell and an additional program for overnight hours. LPFMs can use the help. In the early days one state broadcasters association refused to allow a LPFM to join them. Why? I really don't know. While many complaints about LPFM have legitimacy, there is a growing number wanting to serve their small geographic areas beyond being a computer in a closet or just a satellite dish and hourly IDs.
 
b-turner said:
As I understand things, the affiliates, mostly LPFM stations, can contribute stories to the newscasts. It is sort of a grassroots news service and at least someone is doing it. For many LPFMs FSN was the only choice, a good news source, but a these guys seem to offer a more American versus international version of news. It is the same group that is offering Art Bell and an additional program for overnight hours. LPFMs can use the help. In the early days one state broadcasters association refused to allow a LPFM to join them. Why? I really don't know. While many complaints about LPFM have legitimacy, there is a growing number wanting to serve their small geographic areas beyond being a computer in a closet or just a satellite dish and hourly IDs.
Click to expand...

Possibly, so they can clear the network's commercial inventory?
 
As for the Art Bell program, I'm guessing the breaks are either blank or covered with PSAs. I presume stations pay an affiliation fee. As we know LPFM stations are non-commercial. They can air Underwriting even offering a sponsorship. For those who might not know, Underwriting is purchased by a business like a commercial but the wording is restricted by FCC Rules. You will hear underwriting on NPR stations and see Underwriters on PBS TV.
 
TruNews is a conservative Christian broadcast, probably similar to the SRN News broadcasts that a lot of Christian and religious radio stations take. TruNews airs on WRMI Shortwave as well (5850 khz) in the evenings.

-crainbebo
 
Brand?

umfan said:
Seems like a reasoned move to brand content and provide programming options for smaller and/or LP stations. .
Click to expand...


I know, that's a trend. Somebody bought the rights to the intellectual property of Eastern Air Lines and is now flying charters with 737's, painted the old Eastern livery, out of Miami International Airport.

But who, outside of people aged 75 and over, really remember "Mutual" as a brand of radio programming?

I hear the word "mutual" and I think something financial. I don't think "broadcaster" or "programs" or "entertaining" or "news."
 
NewsStud said:
But who, outside of people aged 75 and over, really remember "Mutual" as a brand of radio programming?
Click to expand...
As we used to say in school, "MEEeeee, MEEeeee!" (Dang, why don't they have a raise-your-hand-up smiley here?)
 
Even if a lot of people don't remember the brand, some do, and there is still some cachet in having a branded newscast, I think.
 
NewsStud said:
But who, outside of people aged 75 and over, really remember "Mutual" as a brand of radio programming?
Click to expand...

I'm 59. The primary station my childhood household listened to was a Mutual affiliate. I later worked for three separate Mutual affiliate stations.

What I remember growing up: The newscast opening sounder (da da da da da da DA DAAAAAAAA). The World Today including Del Sharbut's humorous side of the news in the last few minutes. Mutual's Wide Weekend of Sports. Notre Dame football. Fulton Lewis, Jr., and after his passing Fulton Lewis III.

Is that sufficient to disprove your rhetorical question?
 
"This is the Mutual Broadcasting System."
I remember it well. I've got some recordings of The Mutual Radio Theatre. They were quite well done. (The CBS Radio Mystery Theatre was my favorite, however).
 
K.M. Richards said:
I'm 59. The primary station my childhood household listened to was a Mutual affiliate. I later worked for three separate Mutual affiliate stations.

What I remember growing up: The newscast opening sounder (da da da da da da DA DAAAAAAAA). The World Today including Del Sharbut's humorous side of the news in the last few minutes. Mutual's Wide Weekend of Sports. Notre Dame football. Fulton Lewis, Jr., and after his passing Fulton Lewis III.

Is that sufficient to disprove your rhetorical question?
Click to expand...

I'm 47 and my first station was a Mutual affiliate. Mutual left the air in 1999.
 
I'm 60 and also remember Mutual well. At one time they had a newscaster with one of the greatest radio names ever: Dale Conquest. "Dale Conquest ... Mutual News!" DA-da-da-DA-da-da-DA-DAAAAA!
 
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Sammy Reed said:
As we used to say in school, "MEEeeee, MEEeeee!" (Dang, why don't they have a raise-your-hand-up smiley here?)
Click to expand...

MEEeeee too! The Mutual name has been gone from the scene only about 15 years. Teens or pre-teens who listened to Dick Clark's countdown show back then might at least stand a chance of remembering Mutual now.
 
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