By Wayne County Executive Warren C. Evans
I have been reading with interest the various articles and opinion pieces sadly bemoaning the ‘death’ of 910 AM Superstation, which recently changed its format from an urban-talk format to sports. The basic thrust of the sentiment seems to be that, in the absence of 910 AM, there is no more Black radio in Southeast Michigan, where the highest percentage of Black residents – and listeners – live.
On the contrary, hardly anyone was listening to 910 AM. That’s according to station owner Kevin Adell himself when quoted in the Detroit News this past weekend. It wasn’t the only source for Black-themed radio in Southeast Michigan nor was it Black-owned. That sobering realization contrasts with the fact that there’s WHPR, a wholly Black-owned radio station based in Highland Park. It’s been owned and operated by R.J. Watkins – a black man – for nearly three decades and was originally founded in 1954 by the Highland Park School District. Also, there is WDFN-AM (1130), a news station that focuses on Black issues, but it is owned by iHeart Media, formerly Clear Channel. And iHeart Media is based in San Antonio, Texas. In other words, not local and not Black-owned.
Before I go any further, let me make it clear that I am not here to endorse WHPR or any other station. That’s not the business I’m in. But regardless of whether you are a fan of WHPR/TV33, or you don’t particularly care for it, the fact remains that WHPR has been a Black-owned station for nearly 30 years. Whereas 910 AM, regardless of how many Black hosts considered that station home, never had Black ownership.
Which brings me back to the larger point that is bugging me about this funeral procession for 910 AM; if you don’t own it then you’re just on it. This is not meant to denigrate any of the hosts who were given the pink slip on such short notice. It’s just a timely truth that fits this situation like a glove. There were a lot of talk show hosts on 910 AM discussing various topics targeted specifically toward the Black so-called ‘urban’ market, some more popular than others. But if nobody in the market was listening – meaning nobody was buying what they were selling – then what kind of service was really being provided to the community? Or the better question might be, why didn’t the community value 910 AM if it was such a valuable community resource? Seems to me like the community voted with their ears by deciding 910 AM wasn’t worth listening to. Which might explain why no one was interested in buying the station when attempts were reportedly made to find investors. It’s not smart business to throw your money behind a failed brand.
Unlike some others, I don’t begrudge Adell or his decision to switch formats. He made the decision that just about any other businessman would have made in a similar situation. He realized what he was doing wasn’t working so he changed what he was doing. Like others, I have read – and heard – some of the stories about what kind of owner Adell supposedly was. I don’t know the man nor did I ever work for 910 AM so I have no comment on that. But if anyone believed that Adell had any obligation to the Black community to keep 910 AM afloat by any means necessary, even if it was failing, then that belief is sorely misplaced.
At the end of the day, the absence of a variety of Black-owned media to choose from has nothing to do with available talent or resources. The money is here, and so is the talent and the audience.
What appears to be missing is the will, the drive and the leadership to build what is sorely need in our community.
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