August 28 In Radio History

In 1922...WEAF New York airs first commercial ("This program brought to you by...").




The first radio advertisement (actually a roughly 10-minute long talk anticipating today's radio and television infomercials) which promoted an apartment development in Jackson Heights near a new elevated train line,

In 1961...“Cousin” Brucie Morrow starts at 77 WABC.

Morrow's first stint in radio was in Bermuda at ZBM-AM, where he was known as "The Hammer."

Morrow began his stateside career at New York Top 40 station WINS in 1959. In 1960, he moved to Miami for a brief stint before returning to the New York airwaves the following year on AM 770 powerhouse WABC, another Top 40 outlet. Morrow's return to New York City came at the precise moment that rock and roll music was exploding across the Baby Boom demographic and Morrow found himself on the most powerful radio station on the East Coast. His main competition came from his previous station WINS, which featured "Murray the K."

"Cousin Brucie" quickly became a success on WABC's teen-oriented evening shift in the 6:15 p.m. to 10:30 p.m. slot. Morrow became a commercial radio powerhouse and household name through his ability to maintain a rapport with his listeners while smoothly mixing the diverse musical genres of the time (Motown soul, pop, hard rock, surf music, novelty records), and then seamlessly segueing into commercials for youth-oriented sponsors and events such as concerts and drag-strip races.

He served at WABC for 13 years and 4,014 broadcasts until August 1974, when he jumped to rival station WNBC.


In 1967...WCBS 880 AM flipped to all news.

By the early sixties, WCBS had evolved into a Middle of the road (MOR) music and personality format, which included limited talk programming. Personalities included legendary morning host Jack Sterling, Bill Randle and Lee Jordan. Like many MOR stations at the time, WCBS did mix in softer songs by rock-and-roll artists, as its ratings at the time were ordinary compared to the higher ratings at WOR and WNEW, both of which also had MOR formats and more distinct identities. Through it all, the variety show "Arthur Godfrey Time" remained a weekday mid-morning staple. Eventually, WCBS gained a foothold in local news coverage (WOR and WNEW's strengths) bolstered by its standing as CBS's flagship radio station.

During the 1960s, CBS chairman William S. Paley was concerned about the station's low ratings, and that concern started a process that would lead to the creation of a news radio format that would become known as "Newsradio 88". This format debuted on August 28, 1967. Its original roster of anchors included Charles Osgood, Ed Bradley, Robert Vaughn (not related to the actor of the same name) and Pat Summerall. Later anchors included longtime anchor Lou Adler, and others like Jim Donnelly, Harvey Hauptman, Bill Lynch and Gary Maurer.

Initially, the station ran news in the drive time periods but maintained an MOR format during the midday and overnight hours, and within a couple of years, it ran all-news programming for much of the broadcast day except for overnights. "Newsradio 88" began its transformation into an all-news format in 1970, when the overnight American Airlines-sponsored Music Till Dawn ended in January of that year, and completed the process in 1972, when Godfrey's weekday morning variety show came to an end. The station built a reputation as an all-news powerhouse during the 1970s, and has continued with an all-news format to this day.

Although 1010 WINS has usually received the higher Arbitron ratings of the two all-news stations, WCBS has had the stronger ratings in the outlying suburbs because of its broadcast-signal pattern. Its traffic reports and news coverage includes more of Long Island and the northern and western suburbs of New York City than WINS, and it occasionally allows room for longer interviews and analysis pieces than does WINS. The station is less tightly formatted than WINS, and formats at a half-hour cycle instead of a 20-minute cycle.

Courtesy of DonSwain.com:

WCBS-AM Newsradio88 debuts inauspiciously on its little-heard FM Station on August 28, 1967, because a small plane demolished the transmitter tower on High Island in a fatal crash, knocking the AM station off the air. Interestingly, the debut begins with a staff announcer reading the WCBS-FM sign-on, followed by the "Star Spangled Banner." Then, anchorman Steve Porter reads an account of the air crash. Pat Summerall delivers the sports, Gordon Barnes the weather. The rather ponderous presentation includes few if any commercials, and virtually no news audio. Charles Osgood takes over from Steve Porter at 6:00 A.M. The producer of the broadcast was Mike Ludlum, the editor was Al Wasser. Audio courtesy of Bill Tynan, Manager of On-Air Promotion, WCBS.

Part One 8/28/67

Part Two 8/28/67

Courtesy of DonSwain.com:

30th ANNIVERSARY BROADCAST WCBS's LET'S FIND OUT -- 8/3/97. Hosted by Rich Lamb, this special broadcast looks back at 30 years of Newsradio88. With Charles Osgood, Lou Adler, Art Athens. First of two broadcasts. Audio courtesy of Bill Tynan (30:00) Part One: Click Here.

30th ANNIVERSARY BROADCAST WCBS's LET'S FIND OUT -- 8/10/97. Hosted by Rich Lamb, this special broadcast looks back at 30 years of Newsradio88. With Jim Donnelly, Harvey Hauptman, Rita Sands, Gary Maurer, Ben Farnsworth, Bill Fahan, Neil Busch. Second of two broadcasts. Audio courtesy of Bill Tynan (30:00) Part Two: Click Here


In 2012…Boston radio personality (at classical station WCRB for 57 years) David MacNeill, "the voice of the Boston Pops," died at age 80.