Origins

  Two driving forces helped launch the NNN. The first impetus had to do with finding a way of reaching African-American consumers. National advertisers, seeking ways to increase mar­ ket share, decided that by using "Negro-appeal" radio stations they could better achieve their goals. For many national companies, sales to African-American consumers often represented the difference between breaking even and increased sales, and finding a way to reach them with advertising was thus an important goal.

     Another driving force for the creation and development of a national black radio network came from a desire of African­ American entertainers to reach a national black audience with their programs. Toward those two ends, Leonard Evans, publisher of a black radio trade magazine, organized the NNN in 1954 in order to distribute programming to affiliates. The NNN, for example, produced and distributed The Story of Ruby Valentine, a soap opera starring Ruby Dee and Juanita Hall. African-American entertainers Cab Calloway and Ethel Waters also produced NNN programs. Moreover, other programming on the network represented a range: there was high­ brow fare, such as symphony concerts broadcast from black colleges, for example a concert at North Carolina College in Durham hosted by African-American disc jockey Norfley Whitted. There was also personality radio, featuring the latest rhythm and blues, blues, and jazz music. These music programs were hosted by African-American disc jockeys at the various NNN affiliates around the country.

     Ruby Valentine was broadcast on 45 radio stations. Pulse ratings indicated that the show received a 2.0 rating among African-Americans in 1954. The show and its network lasted three years. National advertisers pulled away from the network, realizing that local black DJs had probably more appeal than national DJs.

     After the demise of NNN, other attempts to create a black radio networks were led by Chicago disc jockey Sid McCoy, whose syndicated programs were heard in 61 markets in 1957. McCoy's programs featured interviews with well-known personalities from the world of music. In 1958 McCoy's Showcase, a talk program aimed at African-American listeners, became a staple on radio stations in 32 markets.

Norman Spaulding organized Feature Broadcasting Company in 1960. Feature produced radio programs that covered sports, domestic issues, and black history; it also produced a program moderated by Ethel Waters called Advice to the Housewife. These syndicated efforts laid the foundation for more ambitious developments in black radio networking.

Developments in the 1970s

  The Mutual Broadcasting System helped launch the first black all-news radio network in 1972, the Mutual Black network (MBN). The MBN had two principal bases of operation, New York and Washington, D.C. The network produced five-minute news and sports reports and distributed them to its affiliates daily. The New York office was led by veteran broadcast journalist Sheldon Lewis, and long-time news reporter Ed Castle­ berry headed up MBN's Washington, D.C., office. MBN distributed programming to approximately 90 affiliates, using telephone lines subleased from the Mutual Broadcasting Service. Later, as the number and types of programs increased and changed, MBN used leased satellite transmission facilities to distribute its programming. MBN employed approximately 50 people, with about half working in each of its two main offices. Another black all-news radio network got its start just a few months after the MBN operation began. The Sheridan Broadcasting network (SBN) in Pittsburgh was developed as part of the Sheridan Broadcasting Corporation. Ron Davenport, Philadelphia native and entrepreneur, along with other investors purchased four radio stations-WAMO AM/FM (Pittsburgh), WUFO-AM (Buffalo, New York), and WILD-AM (Boston). These stations formed the initial media investments of the Sheridan Broadcasting Corporation.

     In 1976 MBN, which had been struggling financially, merged with Davenport's Sheridan Broadcasting Corporation when the latter purchased 49 percent of MBN. In 1979 Sheri­ dan bought the remaining 51 percent of the shares, and it became part of SBN. Upon gaining control of MBN, Sheridan expanded its programming offerings to affiliates to include Money Smarts, a financial report broadcast daily, and Coming Soon, a movie review program. In addition, the network produced Major League Baseball Notebook, NFL Playbook, and the NBA Report to provide listeners with coverage of the nation's professional athletes in those sports. In addition to sports coverage, the SBN also broadcast Lou Rawls's Parade of Stars telethon, an annual fund-raiser for the United Negro Col­lege Fund. By 1990 SBN boasted more than 150 affiliates and grossed more than $15 million in annual revenues.

     A third black-owned radio news network was established in 1973 in New York City. The National Black Network (NBN) employed 50 people. NBN used a combination of telephone lines, satellite interconnection, and microwave relays to distribute its programming nationally. NBN broadcasts its news to affiliates in Los Angeles, New York, and five other major U.S. cities. Eugene D. Jackson became NBN's first president. Sidney Small played a significant role in securing financing for the organization, and Del Racee, another founding member, brought radio station operations and know-how to the group of founding members.

     NBN's initial offerings included Black Issues and the Black Press, a weekly 30-minute news show, and One Black Man's Opinion, which featured the commentaries of veteran news­ man Roy Wood, Sr., and aired five days a week. Also in its lineup of programs was the Ossie Davis and Ruby Dee Story Hour, a one-hour weekly series hosted by this husband-and­ wife team, featuring poetry, historical anecdotes, interviews, and music. By 1977 NBN served So affiliate stations.

     Aside from the information and entertainment NBN provided to affiliates and listeners, the network also increased the available options of national advertisers to reach African­ American consumers. NBN's demographic profile indicated that it had a 54 percent audience share among African-American women, a 47 percent share of African-American men, and a 73 percent share of the listening audience of African-American teens aged 12-17.

Modern Black Radio Networks

     By the end of the 1980s, NBN served 94 affiliates, reaching nearly 20 million African-American listeners each week with news, sports, and information programming. NBN had gross revenues exceeding $10 million by the late 1980s. Its expanded programming services included such shows as Energy Insight, a consumers' program, and Shortcuts. In addition, the network added a late-night talk show, Night Talk, hosted by Bob Law. Its parent company, Unity Broadcasting, continued to expand and purchased two radio stations, WDAS AM/FM.

     In 1991 SBN bought NBN, creating the American Urban Radio network (AURN). By 2000 this network had more than 250 affiliates and reached nearly 90 percent of African-American listeners. The network was headquartered in Pittsburgh and was the only black radio network in America at the beginning of the 21st century. AURN offers affiliates news; public­ affairs programs; and syndicated features on finance and money, health, and minority business ventures. In addition, AURN produces and distributes sports features, entertainment, and cultural offerings, including programs that focus on black music, comedy, media, and women.

     By the late 1990s, AURN had become the third largest radio network operating in the United States. Its five divisions--entertainment, marketing and promotion, news, public affairs, and sports-produce programs especially designed for African-American listeners. For example, its STRZ Entertainment network offers programs on black music (USA Music Magazine), media, comedy (STRZ Funline), and shows for women (Cameos of Black Women). The news division, American Urban News (AUN)/SBN News, distributes two separate news reports. AUN news is a three-and-a-half-minute news summary, delivered on the hour from 6 A.M. to 10 P.M. each day. The SBN newscast is broadcast in five-minute segments at half past the hour. These satellite-delivered newscasts reach approximately 8 million listeners each week.

    The Urban Public Affairs network (UPAN) is responsible for special programs, such as those developed for Black History Month, and for regular features covering consumer issues, health, minority business activities, and financial matters. Special programs on UPAN include, for example, memorials created for the Dr. Martin Luther King Jr. birthday holiday and for the national elections (Election Day: America).

     The Sports network on SBN offers the same programming that it offered prior to the merger of the two black radio groups. The SBN Urban network programs are new, however. This AURN network distributes to affiliates marketing and promotional materials and services, including direct-mail campaigns and sweepstakes promotions.