Jay Braswell's Savannah/Lowcountry Station history. The archives. Part II.
Due to the current 18,000 character limit. I had to break this up into two parts. This is part II of Jay Braswell's History of Savannah Radio. He wrote this in 2005. See previous post for Part I. Since I worked in radio sales and management from 1980 to 2002, I archived it for future reference. I'm glad I did.
"WFRP
After building WMGA in his hometown of Moultrie in 1939, John F. Pidcock of Savannah, built WFRP in 1946. Pidcock was heavily involved in agriculture, and may have had interests in Savannah's cotton business. I do know that he had an advertising agency in Savannah, Pidcock & Company. Although I worked (indirectly) for him in Moultrie, I really don't know a whole lot about him. I do know that he was fairly wealthy, living part-time in Savannah, part-time on a big plantation near Thomasville, and summered in Highlands, North Carolina. To the best of my knowledge, Pidcock (who died in 1988), is buried at historic Boneventure Cemetary.
John's father was Frank R. Pidcock, hence the WFRP call-sign. When I tell you that WFRP was on 1230, most will know that today the station is WSOK.
WFRP, like WMGA, was an ABC affiliate, and programmed significant amounts of network programming, including Don McNeil's Breakfast Club. Considering the Pidcock's social status, I would imagine that WFRP was more "highbrow" in its programming, than say a WDAR or WCCP. With Arthur Lucas' involvement in WSAV, and Dr. Knight's ownership of WTOC, I expect that WFRP was on the same sort of social plateau as were these stations.
WFRP was located at 219 E. Charlton Street, which may have also been where offices for Pidcock's other businesses were located. The transmitter was (and still is, as far as I know) located just off President Street Extension, just a stone's throw away from where the original WDAR (WSGA, and later WSGF, too) tower was located. It's a very short and skinny Windcharger...somewhere around 150', which was what a lot of the post WWII stations used, as steel was in short supply.
Pidcock, who held on to WMGA (along with Roy Zess, who was once the PD at WFRP) until 1986, decided to sell WFRP in 1960. In January, 1961, Joe Speidel, III took over operation of the 1230 frequency, with the call letters changing to WSOK. Speidel, who owned other stations across the south (WYNN/Florence, SC; WPAL/Charleston, SC; WOIC/Columbia, SC, and others), was an early proponent of black radio. So it was that, like his other stations, WSOK became Savannah's first FULLTIME, all-black programmed station.
Southern movie icon J. Don Ferguson, who'd worked for Pidcock at WFRP, became WSOK's manager in 1961, a position he held until Speidel sold the station in 1972. Following the 1972 sale, I believe Don went back to work for Pidcock, at the advertising agency.
In 1972, Speidel sold WSOK to BCC Broadcasting of Georgia, headed by Ben Tucker. Ben Tucker is most often thought of as the fabulous jazz musician that he is. I know very little about Tucker, and nothing about any previous broadcast history.
Tucker operated WSOK until 1986, when it was sold to the Love sisters from Biloxi (WLOX radio & television), who'd recently purchased WAEV-FM.
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WJIV
Eurith Dickenson Rivers, Jr., the son of former Georgia governor E.D. "Ed" Rivers, Sr., started building his broadcast empire in 1940, when he built WGOV in his (almost) hometown of Valdosta. Ed Rivers, originally from Arkansas, had relocated to nearby Lakeland in the late 20's.
"Dee" Rivers broadcast holdings were vast, and included WGOV; WMIE/Miami; KWAM/Memphis; WEAS/Decatur (yes, WEAS/Decatur) and WSWN/Belle Glade, Florida.
In mid-1950, a nearly six month battle was ended, when Rivers was granted a final permit for 900 kc's/1kw-D in Savannah. Everybody tried to stop him, including WSAV, Inc., Savannah Broadcasting Co. (WTOC), Dixie Broadcasting Co. (WCCP), A.C. Neff Co. (WDAR), and Georgia Broadcasting Co (WFRP). The argument? Rivers was a less than classy operator.
The plantiffs (Savannah Broadcasters Council) claimed that the difference between Rivers promised and actual programming on WEAS (Decatur), was significant. They claimed that fact was sufficient proof for the FCC to rescind Rivers' Savannah permit, as that difference would likely be repeated in Savannah. Essentially, they said that it was up to them to police Savannah area airwaves, and keep the riff-raff out. Although the arguments were good enough to stall the eventual outcome, Rivers finally got his permit. On October 6, 1950, station WJIV went on the air, and became the final standard broadcast station to be licensed to Savannah.
After Rivers' permit was granted, he sued the Plaintiffs in civil court and WON! He claimed that the delays caused by their unfounded allegations had cost him big bucks, not to mention the huge legal bill. The payoff was well over $200,000.00...big bucks in 1953.
WJIV was programmed for the negro audience from the start. Rivers had observed the success of stations like WDIA/Memphis, and programmed all black gospel/rhythm & blues, just as he was doing with WMIE in Miami. No other Savannah station had made any significant effort to serve the rather large black population. As such, WJIV was a hit from the get go.
Rivers built WEAS/Decatur in 1947. The call-sign stood from (E)mory University & (A)gnes (S)cott College, both located in Decatur. When he changed WEAS to WGUN (the big GUN) in 1963, the call-sign was moved to Savannah. This also marked a change in the format for AM 900, which also coincided with a power increase to 5kw-D.
Until Speidel bought WSOK in January, 1961, Rivers pretty much had the black audience sewed up. Of course, you now had other stations (WSGA and WBYG) programming periods of "southern" Top-40, which was heavy on black product. In mid-1963, WEAS changed to a combination hillbilly (country/western) and white gospel/preaching format, much as the newly renamed WGUN had been (WGUN was now all country). Again, Rivers was a pioneer, programming a format that was underserved in Savannah. It was at WEAS, that Chris Watkins (later WNMT) became a radio star, spinnin' them hillbilly hits.
In 1967, Rivers built the 93.1 FM facility (WEAS-FM), which went on with 100kw, side mounted on the AM tower, with a center of radiation at 310 feet HAAT. I don't know this for sure, but I think 'EAS-FM came on the air with a progressive/underground rock format. My earliest rememberance of the station was in 1969, when it was THE thing to listen to in Statesboro, especially amongst the "enlightened" high-schoolers and college students. I was not enlightended, but some of them rebels I hung out with were, so I was forced to suffer through some of the junk they played. When I listen to some of that "junk" today, some of it seems rather tame. As I recall, there weren't any live announcers...it was completely automated.
At some later point in time...maybe as early as 1974, the FM went all black, still using some automation. With WNMT (Garden City) coming on with a modern country format in 1968, WBYG's conversion to all country in '72, and then WTOC-FM's switch to country in 1974, WEAS-AM was feeling the squeeze. Sometime in '75, the decision was made to simulcast the AM & FM in the morning. Around lunchtime, the AM split off to continue its white gospel and paid religion, and then continued to feature country music in afternoon drive. It was the "Tex Lowther Bumper-to-Bumper Club on the mighty 90, W-E-A and S".
I don't know how long this lasted, but by mid-1976, the operation was all black, still simulcasting in morning drive, with the AM splitting for black gospel in the middays and afternoons.
Dee Rivers was married 3 times, and fathered 8 children. One of his daughters, Jan, was married to Hanson Carter, who built WNGA in Nashville, Georgia in 1960. Rivers' third wife was Marie Bie of Indian Rocks Beach, Florida. Marie's father, E.W. Bie, worked for Rivers...first at WMIE (sales), then later as manager of KWAM. Rivers and Marie married in 1952, and she gradually became involved in the business, eventually becoming president of the company. Rivers died in 1983, of complications from Lou Gehrig's disease.
Following Dee's death, Marie (better known as M.B. Rivers) ran the company until the late-80's. It was a complicated arrangement, with ownership of the stations being held by the E.D. Rivers, Jr. Trust. Marie was the trustee, so she held the power. Probating Dee's estate was a nightmare, as there were many children, grandchildren and great-grandchildren who stood to inherit. I'm told that she intended to keep the radio group intact, which was what Dee wanted, with the trust providing all the heirs with a pretty good living, for years to come. This was not to be, as there were numerous law suits filed...folks wanting "their" money, and wanting it NOW. Finally, she was forced to sell off the Dee Rivers Group of stations, which by now included several major-market class C's. All the stations but Valdosta and Atlanta were sold, and for major bucks (like $68m for WEDR/Miami).
As for the Valdosta and Atlanta stations (Dee's 1st and 2nd), Marie bought roughly half ownership in WGUN, WGOV and WAAC from the trust, using the proceeds she received from her share of the trust. The heirs were satisfied with what they received, and agreed to allow the trust to hold the remainder of the stock in these stations. As these transfers were for "negative control" (less than 50.1% ownership), the actual amounts paid are not public knowledge.
I'm not sure when Marie died, but it's been in the last few years. Her interests in the Valdosta and Atlanta stations, were left to her daughter Georgia Salva, and to Georgia's children. Georgia was the only child that refused to fight about the stations, and she is now in control of the trust.
In May of this year, W.G.O.V., Inc., bought WYZK in Valdosta, with the calls changed to WGOV-FM. WGOV(AM) has programmed an urban format for over 30 years.
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WNMT
June 6, 1968 was a big day on the traffic circle in Garden City. That was the day of the debut of WNMT. The last AM station to go on the air in Chatham County (so far), WNMT was a 1kw daytimer on 1520.
From the beginning, WNMT was planned to be a country & western station. While I don't much about Watkins (nor his partner, Paul Woods), I do know that Chris was a country DJ on WEAS, reportedly very popular. I'm told that he emceed most of the country acts that played around Savannah, especially those that graced the old Bamboo Ranch, on Highway 17 South.
I always thought the original facility looked like a radio station should look, having somewhat of an art-deco look. For those that don't remember, the station sat facing Highway 80, almost smack dab in what is now the middle of road that runs from Highway 80 to Highway 21. An appropriate neon sign, with call letters and dial position, was prominently displayed.
The equipment was all RCA, including a BTA-1R transmitter and a BC-3 console. The station was also among the first affiliates of ABC's American Entertainment Network. This gave the station the Paul Harvey franchise, but also required the carriage of Don McNeil's Breakfast Club program from Chicago. which was not quite in tune with the station's country format.
I don't know how well the station did in the ratings, but I do know that Chris threatened to sue Arbitron. He insisted that he was not IN Savanah, he was in Garden City. Therefore, he did NOT want his station listed in the Savannah book. Finally, Arbitron agreed.
I can't remember precisely what year WNMT moved, but it was in the late 70's. The state condemed the land the station sat on, under the imminent domain laws, in order to reconstruct the traffic circle intersection. Woods and Watkins bought land on Highway 80, west of the Highway 307 intersection. A new tower and ground system was installed, and a new building was built.
Although it was a new building, I never thought it really looked like a radio station, and that's just something subjective. There was just something missing.
Apparently, they decided not to move the sign, as there never was one on the new building.
By the time I was back in Savannah (1981), Chris was on the for most of the day, apparently due to lack of business. I'm sure there were others, But Nifty City was a always a continuous advertiser on WNMT. Chris's health was not good. He was a heavy smoker, and he suffered from emphysema. Still, he hung in there.
At some point...around 1990, his health was too poor for him to continue working, and the station fell silent. I'm not aware that any effort was made to try to put the station back on the air, or to sell it. The flat roof on the building partially collapsed, and the interior of the building, along with all the equipment, was ruined. The tower was finally taken down, and I think the building was torn down.
I once asked Chris if "WNMT" had any particular meaning. Not missing a beat, he said "Women Need Men Too". After my laugh, he said "it really stands for We Need Money Too". Again, after my laugh, he said "truthfully, it stands for the four most important elements of radio...Weather News Music and Time".
According to Chris, Bluegrass Broadcasting (WWSA/WCHY) "stole my damn ABC network from me". In 1979, WWSA & WCHY picked up the ABC Information (WWSA) and ABC Entertainment (WCHY) Networks, with Paul Harvey featured on both stations. After that, WNMT used UPI Audio News.
For as long as I was in Savannah (about 2 years), every single hour, Chris played the same instrumental going into the top of the hour news. I'll never forget as long as I live. The song was called "Nashville Beer Garden", by Andy Badale, on Ranwood Records. Chris claimed that by playing it every hour, he'd made it a big hit. It peaked on the Billboard country chart at #93
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An application is pending, that would see the return of 1520 to Garden City. This time around, it'll have 50kw-D/2.3kw-N, utilizing a six tower array. I doubt it'll ever be built.
I'm not sure when Chris died, but I hope his funeral was well attended. To be sure, he was eccentric, but a real broadcaster, through and through. Rest In Peace, old friend."
Posted by Jay Braswell, October 6, 2005.
