THE "GOLDEN AGE" - WAS KDKA DOMINANT

[Bob E. Nelson]

The so-called "Golden Age of Radio" spans the period from roughly 1932-1949, corresponding to the timeframe when the networks matured and television had not yet outpaced radio listening.

During that era, just how dominant was KDKA? It was affiliated with the Blue Network, generally not seen as appealing as its sister Red Network (carried on WCAE for most of that time) and Columbia (with WJAS as the Pittsburgh) affiliate. There was also KQV for Mutual and independent WWSW rounding out the choices for what was then a top 10 market.

Did KDKA's impressive high double-digit shares begin as far back as the "Golden Age" or did their dominance of Pittsburgh listening shares come about later?

 

[hypwr]

During WWII WWSW (250 watts on 1490 formerly on 1500) was tied in with the Victory Network. They wer also on the air 24/7. KD on the other hand, signed off at 1AM. We listened to KD some of the time, but actually followed our favorite network programs, many on WCAE and WJAS. When Cordic arrived after the war, WWSW began to dominate the morning streetcar time (few people drove to work). Later on in the mid fifties, Westinghouse woke up and admitted that network radio was heading to Corpse Town, USA in a handbasket and stole Cordic, Pallan and Jim Williams.

 

[Boss Radio]

Also, when KQV launched Top 40 in the late '50s, they were beating KDKA handily outside of morning drive. KQV's success caused Westinghouse to reconsider the evil of rock 'n' roll and bring in Clark Race to do a show that embraced Top 40 sounds.

 

[ArEng]

http://www.radioreruns.com/index.html
This link provides an interesting overview of radio from 1930-1952. During the "Golden Age", the Hooper ratings firm surveyed listenership of network programs, not so much individual stations. Other factors that differentiate "ratings" in those days from now include: World War II, and its influence on news and entertainment programming; the fact that there was no TV, thus evening entertainment would be less influenced by station loyalty, as opposed to favorite programs; and the fact that AM radio was much easier to listen to, with less interference, less dial crowding, and better radios(!). These would tend to mitigate KDKA's power advantage over the four other stations in Pittsburgh that weren't 50KW. As Hypwr noted (hey there), listening habits centered around favorite programs. One has to be careful not to project too much of our current-day perception of radio back on to those times.

 

[Bob E. Nelson]

As Hypwr noted (hey there)...

Good points all around since listening loyalty was program centric as opposed to the station carrying a particular network's fare. I have no great affinity for TBS as such but during March Madness, I'm pretty much glued to that cable network and even Tru which doesn't exist as far as I'm concerned outside of a few weeks in March.

Drifting off topic a bit, although it does involve KDKA (the TV side, not the radio), I happened to look at Google Maps street view at the intersection of Montana and Swanson. The image there is from September 2007 and right beside the entrance gate is a blue-jean clad gentleman. I'm just wondering if that's any of the forum participants here. I can't make out the facial features. Take a look to see if you recognize the individual.

 

[ronald54321]

The Blue Network was weak.Most of the big shows were on NBC Red (the "real" NBC). NBC and CBS were the big networks. I imagine MBS did better than the Blue Network. MBS had Superman and Sherlock Holmes.

 

[hypwr]

And the "Shadow" and "Quick as a Flash".

 

[hypwr]

That person is none other than George Jacob the KD-TV xmtr guru. He had worked with the RCA xmtr group in Meadowlands before joining KD.