New Directions

Volume 1 | Issue 2 Article 8

1-1-1974

WHUR-FM: A New Black VoicePatricia A. Spaulding

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Recommended CitationSpaulding, Patricia A. (1974) "WHUR-FM: A New Black Voice," New Directions: Vol. 1: Iss. 2, Article 8.Available at: http://dh.howard.edu/newdirections/vol1/iss2/8

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Spaulding: WHUR-FM: A New Black Voice

Published by Digital Howard @ Howard University, 1973

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A New Black VoiceBy Patricia IS.. Spauldirrg

"96.3, Washington, D. C.," has become one of the most popular spots on the FM radio 25dial in the Washington Metropolitan area since WHUR-FM went on the air about twoyears ago. It is the spot that promises a "360 degree total Black experience in sound,"a special sound that has become the trademark of the Howard University radio station.

WHUR is a new and different venture in rad io broadcasting that combines entertain-ment with education. Although in operation only since December 10, 1971, WHUR hasnow become a household word to many radio listeners in the Metropolitan area. Thestation's popularity has sky-rocketed to success in its first year of service, with fan mailcoming in from as far south as Richmond, Virginia, and as far north as New Jersey. Itssignals have been picked up far beyond the limits of its frequency level which is equiv-alent to 50,000 ki lowatts.

While no official survey has been taken, the station is most popular with listeners inthe age group between 20 and 49, according to John Paul Simpkins, acting generalmanager since April, 1973.

College students on summer intern programs with government agencies inWashington, D. C., seem to be the fastest group to become devout listeners of the sta-tion. As one student from Northwestem University (Illinois) assigned to Capitol Hill putit, "It's the best thing that D. C. has to offer."

Even some inmates at Lorton Reformatory, the D. C. correctional complex in Virginia,have found comfort by listening to the station's contemporary music selections. Theirfeelings were perhaps echoed in a letter one inmate wrote to the station a few monthsago, in which he described how listening to the station made prison life bearable forhim. "I wish every Black prisoner had a WHUR to help him keep up with what's goingon in the world outside," the inmate wrote.

Just what accounts for the phenomenal success of a university radio station? Per-haps it is just that "Total Black Experience" and its commitment to serve the communitythat is so appealing. WHUR is not just a disc-spinning rhythm and blues, Black radiostation. Nor, is it merely a soft-sounding public information FM station. It combinesmusic-all kinds: of Black music, from field songs to blues, jazz, rock n' roll, Latin,African and Caribbean music-with Black history and background information onBlack record ing artists.

WHUR's news and information programs are tailored for the Black community, withnews taking the "Pan-African approach." Its special information programming on sub-jects such as consumer problems, health care and children's stories are designed toinform, educate and entertain the audience.

Regard less of the music or of the time of day, the WHUR sound is always smooth andthe mood is always easy. It may be the lonely and blue sound of Bessie Smith or BillieHoliday, or the jazzy sound of Duke Ellington, Count Basie or John Luciene, or thenewer and contrasting sound of popular artists like Aretha Franklin, Roberta Flack,Marvin Gaye or Bill Withers.

Jim Watkins, the station's chief engineer, attributes the smooth and easy sound ofWHUR partly to the quality of the stereo equipment that was installed several monthsago.

"The University could have settled for just a radio station," he said, "but instead itwent the Cadillac route and the result is just one fantastic sound. The announcers havemore versatility because with this quality of equipment they can try new things."

Like the music selections, the station's news program emphasizes events affectingBlacks in the United States, in Africa and In the Caribbean and WHUR takes time tomake this clear to its listeners. Forexample, Robert Taylor, news director, reads a shortmessage daily in which he points out WHUR's commitment to concentrate on fourfundamental areas of concem to Black people in its news coverage: racial segrega- 2

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tion, cultural degredation, economic ex-ploitation, and political subjugation.

Although most people seem to agreewith the station's approach to news,Taylorsays he is sometimes asked if the empha-sis on Black news is not limiting. "To oneextent," he says, "it is a limiting approach,because everything that happens in theworld today seems to affect us all. But tothe other extent, I feel that we are justifiedin our approach, because we provide abalance to the news on white-owned sta-tions and because we provide to the Black

26 community information and news thatBlacks could not get anywhere else. Thisis our primary objective."

WHUR has provided live and completecoverage of special Congressional Hear-ings conducted by the CongressionalBlack Caucus in Washington-hearingsthatwere not carried live by other stations.Recently, the station carried significantspeeches made at the Caucus's annualfund-raising dinner. It sent reporters tosuch events as the "Black Expo" inChicago, and the mayoral election inAtlanta which gave that city its first Blackmayor.

On a local scale, the station airs impor-tant cultural, educational and informativeprograms presented at Howard Universityand elsewhere in the Washington area.In addition, it broadcasts live most cam-pus sports events.

The station's special information pro-gramming provides listeners with suchdiverse topics as: book reviews, discus-sions on key subjects of concem to theBlack community, a program on healthcare moderated by guest physicians, aprogram on Spanish music, news and in-formation about the Spanish-speakingcommunities, and a program that com-bines news, public affairs and music ofthe Caribbean.

A new Black voice on the airwaves,WHUR transmitted its first broadcastfrom a temporary studio in a trailer parkedoutside the structure that now houses itsmodem broadcasting facilities. The initialFM equipment, including the transmitter,was a gift to the University from the Post-Newsweek Company.

The station has had its growing pains,too. Phil Watson, the first general man-ager, left in April, 1973. Likewise, some ofthe early announcers who helped in thedevelopment of the station have movedon to other jobs.

Charlene Watts, who left the station inNovember, 1973,feels WHUR is a "model"station that is setting new trends in radio.

At the same time, she says the station isgoing through changes.

"When the station first started, I think itwas very, very Black," she said. "The pro-gramming was centered around thingslike 'how to eat to live' and 'Black law.'Now the station is changing; I don't knowif it's because of personnel changes-there's been almost a 100 percent tum-over-or if it's because things are settlingdown now that the novelty has wom off.But it does seem to be going a little morecommercial. I mean, there is a markeddifference in the number of commercialsan announcer puts on now. I don't thinkthat's bad though, because that's sur-vival," she explained.

There is a reason why WHUR airs morecommercials now than it did a year or soago,accord ing to Simpkins. He says morebusinesses are now willing to buy airtimebecause the station is more settled in theadvertising market.

"Buyers of advertising time had to waitand measure the audience of WHUR be-fore they could buy any time," he said."Although our rates are cheaper thanmost other radio stations, a buyer who isaiming his product at teenagers, for ex-ample, would not advertise on WHUR."

Although most commercial stationsrely solely on revenuesderived from com-mercials, with most stations advertisingalmost anything, WHUR does not belongin this category. Itsadvertising pol icy doesnot allow, for example, for the station toadvertise dipping snuff, bleaching creamor businesses that are not reputable.

The station's advertising guidelines, aswell as its overall policy, are set by theBoard of Trustees of Howard University.The Board has appointed-on the recom-mendation of the President of the Univer-sity-the WHUR Commission which gov-erns the management and operation ofthe station.

Besides being a commercial station,one important function of WHUR-as dic-tated by the Board of Trustees- is to serveas a training laboratory for students ma-joring in radio broadcasting in the Schoolof Communications.

Although all communications majorshave access to the station's facilities, thestation has a formal relationship with onlythe Department of Radio, whereby stu-dents in this department are granted ac-cess to the radio laboratory on weekdaysfrom 8 a.m. until 12 p.m. However, no stu-dents are employed either as announcersor reporters while in training. They aregiven preference in hiring upon gradua-tion. But the station does, from time totime, broadcast programs developed

Charlene Watts,former announcer

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Spaulding: WHUR-FM: A New Black Voice

Published by Digital Howard @ Howard University, 1973

Bob Terry, operations manager

Robert Taylor, news director

by students as part of their class assign-ments.

Bob Terry, operations manager and thestation's veteran announcer, says WHURprovides an invaluable service to Howardgraduates as a first work experience thatis often difficult to obtain at other stations.

"The days are over," according to Terry,"when Black radio announcers have to gothrough the kind of stuff that I had togo through. It's great that our graduatescan become announcers here, and afterthey have really leamed the business,move on to other stations. They shouIdinfiltrate the radio industry. There's alwaysmore talent here to replace them."

Terry, who came to WHUR from WOLRadio, a Black oriented rhythm and bluesAM station in Washington, feels WHURhas brought changes to the FM airwaves.

"WHUR has had a fantastic impact onthe total radio industry," he said. "FMradio has traditionally been so staid andso highbrow and stuffed-shirted. ButWHUR is changing that, especially in thisarea. D. C. listeners have never beforehad so much good jazz and other Blackmusic on radio. Oh, they had some jazz,but never to the extent that they are hav-ing it now, because most of the stationsthat played jazz in this area were ownedby whites and their emphasis was natu-rally on white jazz artists.

"The really fantastic thing is that Blackjazz artists who visit the city now, find outabout WHUR right away and they are justflipped out about it. One day DizzieGillespie just walked in playing his trum-pet. That's how free he said he felt aboutthe station. It was really something."

WHUR is making its impact on radio. Ithas provided a freshness to a businessthat needed new ideas. And it is indeed,as one observer and fond Iistener put it,"making a very healthy impression onthe lives of those Black people that ittouches." 0

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New Directions, Vol. 1 [1973], Iss. 2, Art. 8

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