gr8oldies said:
Stoner bought WAVI/WDAO from Bud Crowl and decided there was more money to be made with A/C then soul so they killed the AM talk, went A/C on FM and put WDAO on AM, top howls of protest and accusations of racism. However, they must have done something right since 107.7 remains A/C to this day.
Sadly, Gr8t brings up a good point that is still rearing its head today - the matter of a "no urban dictate".
Many owners back then shunned urban formats because a number of advertisers would direct their agencies to, under no circumstance, buy advertising on urban-programmed formats. Though I never worked for Stoner, it wouldn't surprise me to discover that's probably one reason why the format on 107-7 was flipped. Urban was clearly a harder sell back then. Then, you throw in advertisers you know you wouldn't get because of a "no urban dictate", and the die was cast.
That should not, however, suggest that it was not possible to make money with an Urban format. Over the years, WDAO-FM made far more money than sister WAVI-AM ever did. It was the late Bud Crowl's "cash cow". And yes, Crowl and his sales staff fought with agencies over "no urban dictates" for years.
But, once more "corporate" style owners came into the picture, the decision became: "on one hand, we could keep it urban and fight with agencies, or on the other hand, change the format to something more mainstream and have fewer agency headaches". Obviously, in the case of 107.7, "something more mainstream" was the obvious choice. And really, it's a business decision, not racial.
Similarly, an Urban I worked for in the 70's could not get a local black Cadillac dealer to buy ads. Why? The dealer would tell you, "I get too many repo's with listeners from your station that I sell". In his case, too...it's not racial...it was business.
Today, the "No urban dictate" has basically been outlawed, and I think overall, it's a good thing. But just recently, one agency caught a whole lot of flap when a buyer put out a buy request that had the caviat, "No urban stations should be considered", or some language to that effect.
Interestingly enough (though this has nothing to do with no-urban dictates), other area groups were looking at the success WAVI Broadcasting was having with WDAO-FM, but looked at it in another way. WONE-FM (104.7) was placed on the air in the late 60's as an automated Top 40 station, and, so the story goes, Program Director Rick Stevens was told to program it well enough to "cut into the ratings" of WING, but not allow the station to become so successful that "it would create a WAVI/WDAO situation where the FM (WONE-FM, later WTUE) would be more popular than the AM
(Country WONE)." I would imagine that attitude changed when they re-imaged 104.7 in the early 70's as WTUE and went Top 40 with live jocks. At least I've never gotten the impression from anyone I've spoken with over the years who ever worked for PD Bill Struck that there were any attempts at that point to hold the station back. Still, it's an interesting story.