WAAA was owned by white businessman Roger Page when it first began broadcasting in 1950. This was rare at this time in the Deep South that a white owner would own and an operate a mainly black radio station. On the afternoon of October 28, 1950, Larry L. Williams, an African-American, signed on WAAA. The first program broadcast was a football game between Morgan State University and A & T State University. The game was announced from the stadium by Togo West, Sr. (principal of Atkins High School) while Larry L. Williams conducted station operations. On the morning of October 29, 1950, Williams signed on WAAA for the first full day of broadcasting[4] as the second radio station in the state (after WGIV in 1947) specifically targeting an African American audience.[5][6] WAAA was believed to be the third black radio station in the United States,[7] preceded by WDIA in Memphis and WERD in Atlanta.[8] WAAA was also the first black-owned station in North Carolina.[9]
Prior to becoming the General Manager of WAAA, Larry L. Williams gave play-by-play action of the Winston-Salem State University football and basketball games; becoming known as the "Voice of the Rams." Larry L. Williams went on to become General Manager of radio stations in Alabama, South Carolina, and Charlotte, North Carolina. He returned to his home in Asheville, North Carolina, in 2002 to become General Manager of WOXL-FM. Larry L. Williams, a pioneer in radio, retired in 2008 at the age of 90. Oscar "Daddy-Oh" Alexander was the station's best-known DJ. He was described as "a jive-talking hipster who radiated cool while spinning hits from Motown and Stax."[10]
Jazz pianist Keith Byrd, who once lived near him, described Alexander this way:
He had a voice that was like gravel going through molasses. You know what I'm saying? It was smooth and sweet. He was a good spirit, a great character and he played the hottest songs. He was almost like the black Wolfman Jack in this area.[10]
Alexander left the station in 1962 after five years. Annie Bell Bowman played gospel music on the station.[11] Anita "Boss Lady" Dean was a DJ for six years.[12]
Media Broadcasting Corp. bought WAAA in 1971.[13] Mutter D. Evans bought WAAA from Media Broadcasting Corp. in 1979 for US$1.04 million (equivalent to US$436.6 million in 2023),[14] making her the youngest and second African American woman to own a broadcast property in the United States.[15] At the time, the station had 14 employees and was doing well financially considering its size but, in 1988, WAAA filed for Chapter 11. WAAA continued to broadcast but faced increasing competition from larger stations. But WAAA was unique in its service to the community, playing gospel music, jazz and rhythm and blues and broadcasting news, daily obituary reports, and Sunday religious programming.[16]
On July 9, 2001, deputies locked the doors to the WAAA studios on Indiana Avenue because court documents showed rent had not been paid since 1997. Evans and the community worked to bring the station back, and a web site was introduced in January 2002. On July 5, 2002, WAAA returned to the air with new studios and a limited schedule, with Evans claiming to have solved her problems and intending to return to a full schedule as soon as possible.[17] As recently as 2006, WAAA sponsored Martin Luther King Jr. Day celebrations.[18]
GHB Broadcasting purchased the station.[19] For several years WAAA, later called WTIX, aired the programming of WIST-FM, which played adult standards and then classic country. The switch to sports talk took place May 5, 2008.[20]
WEGO
Truth Broadcasting completed its purchase of the station January 6, 2010. The call letters changed to WEGO and the format changed to SpanishChristian. Programming included syndicated shows plus local programming from Iglesia Luz Admirable Assemblies of God.[21][22]
The Spanish format was short-lived however, as on July 4, 2012, new owners Ralph Epperson Broadcasting Inc. switched the format from Spanish back to English. The station now became news/talk and featured many of the same local personalities who worked at WSJS. The Eagle signed former longtime WSJS newsman Smith Patterson to be the news director and morning show host. Bill Flynn (formerly of WMAG and WPTI) joined Patterson on air on the morning show. WEGO became the flagship radio station of Wake Forest UniversityDemon Deacons football and basketball.[23]Syndicated hosts include Dennis Prager, Michael Savage, Laura Ingraham and Mike Gallagher. On January 5, 2015, WEGO added Bill Bennett and shortened Flynn's show, taking it off entirely on some Mondays to air Bennett and Ingraham in their entirety.[24]
WTOB Radio, a beloved station in Winston-Salem, has a rich history of transformation and revival. After being a Spanish station for several years, WTOB was leased by Jerry Holt from Davidson Media in 2012. This lease marked the beginning of significant changes, particularly with the involvement of Daniel Williard in 2013.
In 2013, Daniel Williard took over the lease of WTOB and embarked on a mission to revive the station’s former glory. Williard brought back the original jingles, evoking nostalgia and reconnecting with the station's roots from the 1960s. He assembled a talented team that included Bob Scarboro, Richard Miller, Jim Starr, Curtis Lee, Tim Bowman, Melanie Michaels, Randy Simpson, Amos Pigg, Ken Winfrey, Rick Archer, Candice Ray, Randel Reese, and several others. This team was instrumental in bringing back the authentic sound and feel of WTOB.
Initial Challenges and Growth
The early days of this revival were challenging. The station operated out of a basement at 4945 Reynolda Road for a year, reflecting the grassroots effort and dedication of Williard and his team. Despite these humble beginnings, the station's popularity grew, necessitating a move to a more suitable location. WTOB found its new home at 2825 Reynolda Road, where a proper studio was established, allowing for improved production quality and a better working environment for the staff.
Initially, Williard attempted to run WTOB as a commercial-free station. However, the financial realities of running a radio station soon became apparent, and the need for revenue led to the introduction of advertisements. This change was crucial in sustaining the station’s operations and supporting its growth.
During this period, Williard also acquired WSMX, expanding his broadcasting ventures. WSMX focused on beach music, catering to a different audience and broadening the scope of Williard's influence in the radio industry.
Davidson Media Sold the station leased by Daniel Williard and was changed back to Spanish.
As time passed, the question of ownership arose after station WTOB was Turned off and Mr. Williard was offered the purchase of WTOB. Due to his age, Williard decided against purchasing the rights to WTOB and WSMX. Recognizing the potential and legacy of these stations, Bob Scarboro and Richard Miller decided to proceed with the purchase. This transition marked a new chapter in WTOB's history, ensuring its continued operation and presence in the Winston-Salem community.
WTOB
At noon EST on December 18, 2012, WTOB began its Broadcast after being leased from Davidson Media, it began its broadcast as classic hits from the late 1950s to the early 1970s, with the first song "AM Radio (song)" by Everclear, and began calling itself "Classic Hits WTOB". After new owners changed WTOB (1380 AM) in November, After repurchasing back the callsign WTOB, employees of the former WEGO formed Southern Broadcast Media LLC to license a new station. Ingraham, Bennett and Savage have been dropped, but Wake Forest sports remain. Mark Richards, one of those in charge, said, "We’re all about live, community radio and bringing back a radio style that was almost forgotten."[25]
Southern Broadcast Media consummated the purchase of WEGO from Truth Broadcasting effective June 6, 2016, at a price of US$164,000 (equivalent of US$208,000 in 2023). On November 15, 2016, application was made to the Federal Communications Commission for WEGO to change its callsign to WTOB. The call letter change was made effective Tuesday, November 22, 2016. On that day at 08:00 EST, announcers Mark Richards, Randy Simpson, and Bob Scarborough announced the change of callsigns. Also that morning, Richards and Scott Brand, General Manager of the Carolina Thunderbirds Hockey Club announced that WTOB would be the official broadcast partner and flagship station for the Thunderbirds Hockey team and will broadcast all 56 games of the Thunderbirds beginning in November 2017.[26]
In response to a September 2017 format change by WSJS, WTOB began local newscasts on November 13, 2017. Former WSJS news director Ed Skurka became news director began newscasts every half-hour in the morning and at noon. Greg Rice would do afternoon newscasts. WTOB moved its studios to Trade Street.[27][28]
