J. B. Lewis on WBLX Mobile AL | March, 1988
Typical 80s CHR, a bit more urban than mainstream, and one jock named JB Lewis. Okay, so JB doesn’t have a big set of pipes… but he does run a tight, upbeat show and that counts for something, right?
No jingles on this station. At least none on this aircheck. Perhaps someone knows the history of WBLX. If so, we’d love to read your comments!
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You asked for history of WBLX; and your description says it’s CHR with an urban lean. Not so. It is a black-oriented station, and has been since it began about 1973. Mobile for years had only daytimer AM’s in the soul format, despite a significant black population. For a brief time, a 3 kw rimshot tried to fill the void but didn’t have the signal. Back in 1973, WMOO-AM 1550 Mobile was owned by George Beasley, one of his first stations (his broadcast group later grew to become an industry giant). Beasley acquired the CP for 92.9, a full Class C facility, and put it on the air as WBLX. It was an instant hit, immediately replacing AM daytimer WGOK 900 as the dominant black voice. WBLX has had the same format and calls for its 33 year history, and has almost always had double-digit 12-plus Arbitron numbers. Beasley sold the station in the late 80’s, to concentrate on larger markets (he bought KRTH in LA). Before selling, Beasley upgraded the station facility to 100 kw at 1550 ft on a tower halfway between Mobile and Pensacola. Since then it has been one of the top 3 ranked stations in both markets. Additionally, it shows up in the ratings for Biloxi-Gulfport MS and Fort Walton Beach FL. For years WBLX was the only black FM in Mobile, and had good ratings in all demographic cells. Today it has a sister station WDLT (a station I owned from 1986 to 1992) which focuses on the older demos as an urban-AC, allowing WBLX to better target teens and 18-34. We have thought over the years that the “BLX” calls were chosen because they suggest “Blackx.” They have used the slogan “The Beat of the Bay” off and on over the years.
I have worked at WBLX since it signed on the air in May,1974 (AND STILL HAVE A SUNDAY MORNING AIRSHIFT).Believe it or not, BLX was not a requested call sign, just the luck of the draw. It has always been a station that targetted the black audience, but what seems to have been lost in the shuffle is that WMOO started as the black oriented WMOZ, whose format was changed to a Southern Gospel format when Beasley Broadcast Group bought the station. Mr.Beasley promised to replace the black formatted station in this market, ergo WBLX.The station was later purchased by Calendar Broadcasting headed up by John Smith and Phil Giordano. It is now a part of Cumulus Broadcasting. The station’s success has been a combination of some great programming and a wonderfully loyal audience. Such promotional innovations as Thanksgiving on the Mayflower and Santa’s Safe were introduced to this market and were extremely successful, and for the past 32+ years, I have had the pleasure of being a part of it.
I would like to know the history of WGOK DJ’s. In particular, “Happy Johnnie, Ricky Williams, Little Ricky I believe was hi radio name” That entire crew of on-air personalities of the 60’s and 70’s.
Thank’s