WURD - the last home of Black talk radio in Philadelphia - has struggled for the last few years, unable to attract advertisers or a large listenership. Though small, the audience it did have was loyal. This support was largely a show of faith in the station’s owners, the Lomax family, who were perceived as at least having good intentions.

Then a new format was rolled out, transforming WURD into an information station. The station moved from the typical anger and complaint programming, synonymous with most of today’s Black radio, to serious discussion of issues considered critical by the Black community, including the Dafur crisis, the nationwide ramifications of Katrina and the Jena 6 case in Louisiana. Suddenly, the humble little 1000 watt AM station was addressing the global Black experience and consequently, taking its audience seriously.

This metamorphosis coincided with the arrival of nationally prominent and respected radio legend, Bob Law. Though his efforts to program and reposition the station encountered some resistance from within, the growing audience responded with tremendous approval. The Bob Law Show featured conversations with dynamic personalities like Tavis Smiley, Maxine Waters, Cynthia McKinney, Minister Farrakhan and leaders from influential social organizations like SCLC and NCOBRA. Listeners were extremely active - via constant letters, emails and on air calls. As a result of Bob Law’s expertise and influence, WURD was beginning to gain national attention.

But this success would be short lived. 

WURD hired a new general manger, Kearny Andersen. His stewardship consisted of an immediate restructuring of the format and staff. This was the same method he employed in the destruction of two previous talk stations in Philadelphia, including WHAT AM. Under Andersen’s regime, WURD has reverted to small time, narrowly focused Black radio, complete with home remodeling companies as advertisers, the mainstay of Black radio stations when they were nothing more than a platform for selling shoddy products to Black consumers. In this kind of atmosphere, the late night preachers selling prayer cloths and the alcoholic beverage peddlers can’t be far behind.

Bob Law had slowly begun to reinvent Black talk radio, and at the same time, infuse the community with the pride that comes with hearing a positive reflection of self over the airwaves. An arduous task, yes, but if there is anyone who is capable of it, it is Bob Law. What is most unfortunate about this recent turn of events is that once again, Black listeners have been sold out. 

Still, something of value can be taken from this travesty. It is this:

The assault on Black radio cannot be carried out, cannot be successfully accomplished, without the acquiescence of those charged with providing quality programming. At first glance, this upheaval would seem the innocently intended knee-jerk reaction of a business man desperate to make money, something the owner has a right and a need to do. The bone of contention here is that the changes invoked were unnecessary and are ultimately ineffective in achieving this goal. Format is not the issue. Personality is not the issue. It has never been. Black jocks have dominated since they entered the playing field known as radio. If WURD and other stations like it are to be successful, they must include, as part of their reinvention, a return to the golden days of Black radio, when radio was a reflection of the passions and concerns of the people it served. It must fight to once again find the pulse of the neighborhoods. It must speak their language and look out for their interests. In the business sense, it must offer the community and the advertisers a brand new product. It cannot afford to mimic the outdated and often racist concepts that resulted in the limited appeal Black talk radio has today.  

How WURD allowed itself to be conned into a strategy that has already proved to be an abysmal failure, is a mystery. The most optimistic of us view it as a temporary setback, though. As long as jocks like Bob Law continue to operate with an ingrained sense of brotherhood and responsibility, both on the air and off, there is a strong chance for Black radio not only to exceed the low expectations the industry continues to force upon it, but to surpass our highest expectations, thereby restoring it, once again, to its rightful place as the voice of the people.

If you want WURD back the way it was let them know!  

Visit the link below to email them:

 http://www.900amwurd.com/contact.htm. 

Or write or call at: 

900AM WURD
1341 N. Delaware Avenue
Suite 300
Philadelphia, PA 19125

Phone: 215-425-7875
Fax: 215-634-6003 

For more on Radio One and Black Radio, see David Love’s Color or Law column of August 9, 2007 entitled, "Talk To Me" About the Problem With Black Radio and the May 23, 2003 cover story of The Black Commentator, entitled "Who Killed Black Radio News?" 

Born in Harlem and raised in East New York Brooklyn, U-Savior Washington is an author, video journalist and film director. He is the executive producer of The Ghetto Chronicles hosted by Nana Soul and the director of the documentary film “Confessions of a Liberal Actor-vist” which is distributed by Black Waxx Multimedia. Mr. Washington can be reached via email at [email protected].

Your comments are always welcome.