Them Radioing Riverses
Well, I do know some things...perhaps a lot, but I certainly don't know the whole story. Here's what I know/have been told/heard. All of this may not be 100% factual
Eurith Dickinson "Ed" Rivers, Sr., was the governor of Georgia from 1937-1941.
Ed Rivers, his son "Dee" (E.D., Jr.), and Ed's younger brother, James Spurgeon "Jim" Rivers, owned the newspaper in Valdosta, of which, Dee was the publisher, and Jim the editor. In 1938, the Rivers' decided to build the community's first radio station, as many newspapers were doing in that era, WAYX in nearby Waycross being a newspaper owned station.
Learning that the publisher of the Cordele newspaper had applied for a radio station in that community, Jim Rivers sold his interests in the Valdosta newspaper and radio application, and bought an interest in the Cordele concern. Jim was editor of the Dispatch, but was keenly interested in radio. R.H. "Bob" Thompson was hired to build and manage the Cordele station, and Carmen Macri was brought in to do that job in Valdosta
WGOV/Valdosta went on the air on 1450 in August, 1940. WMJM/Cordele followed on 1490, in October, 1940.
Bob Thompson moved to Statesboro in 1950, and bought WWNS. In 1952, he built WHIE/Griffin, and 1n 1955, built WSYL/Sylvania. Carmen Macri moved to Jacksonville in the late 40's, to build and manage WOBS for Dee.
At some point in the mid 40's, the Valdosta newspaper was sold, with Dee taking WGOV, while Jim traded his interest in the Cordele newspaper for 100% of WMJM. Radio (and later a flirtation with TV) became the focus of the family's interests.
The expansion of the Rivers' holdings began in 1947, with the debut of Dee's WEAS/Decatur. Jim followed shortly with WTJH/East Point. Dee sped along, building WMIE/Miami, KWAM/Memphis (West Memphis, Arkansas), WSWN/Belle Glade, WOBS Radio (and later TV)/Jacksonville, WJIV/Savannah and WCTV(TV)/Thomasville, while Jim moved slower, building WTRR/Sanford (Florida), WACL/Waycross, WJAZ/Albany and WDOL/Athens. I suspect that there were other stations that both men built, but I don't know what/where they were. FM's were added to most of the AM facilities in the 60's.
I worked for Jim Jr. in Waycross, and he and his father didn't speak. Jim Jr's mother and the old man divorced years before, and the old man had remarried, and had three more sons. Jim, Jr. had to buy Waycross from his father, while his half-brothers Herschel, Tolliver (Tobby) and Ron, were treated somewhat differently.
The James Rivers group disintergrated in the 80's, following an FCC hearing on fraudulent billing practices by that group of stations. The FCC ordered the James Rivers stations be sold to a minority, or else have their licenses cancelled. Herschel Rivers, being the one blamed for the mess, killed himself.
While WMJM & WFAV/Cordele were sold, the building and land weren't. The old man had his residence in an apartment attached to the radio station building, and he continued to live there until his death. He was found dead on the back steps (after several days). There was a fire in this building in the mid-90's, and it was torn down, after the old 350'+ self-supporting tower was dynamited. These days, it's a vacant lot, although located in a fairly nice neighborhood.
None of the Rivers' facilities were much to look at, except for maybe Cordele. It was built in an art-deco style, from an RCA plan/design. It had a terra-cota tile roof. At one time, it had been fairly nice. The others (that I've seen) were all kind of junky. WACL was in a building that looked like a beer joint from the wrong side of town.
I posted some stuff about Dee Rivers in a post about Savannah radio, which gives more information on that side of the family. Here are the applicable parts:
WJIV
In mid-1950, a nearly six month battle was ended, when Dee 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.
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 (or if she died, but it would seem to be so), 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.<P ID="signature">______________
Jay Braswell - Moderator
Atlanta/North Florida/South Carolina/Georgia Boards</P>
