Skip to main content

1954: The Year of the National Negro Network

By

W. Leonard Evans organized the first radio network devoted to airing programs that reflected Black life and music. On January 20, 1954, the National Negro Network (NNN) claimed forty founding affiliate station members. While programming was aimed at a Black audience, network staff was composed of both Black and White employees. Evans maintained that a “mixed” or “interracial” staff performed better and was more successful in bringing in revenue.

Evans believed the time was right for a Black network and Black programming. His plans included the broadcasting of Black sports and Black news. Initial programming included musical variety shows and soap operas. The soap opera, The Story of Ruby Valentine was very popular. It was an adaptation of the long running Columbia Broadcasting System (CBS) network’s radio soap opera, We Love and Learn.  The Story of Ruby Valentine starred Juanita Hill, Ruby Dee and Terry Carter. Other programs included Black college concerts, Cab Calloway and Ethel Waters productions and independent programming from the affiliate stations. Sponsors Philip Morris and Pet Milk were on board from the beginning.

A graduate of the University of Illinois and accomplished advertising executive, W. Leonard Evans was no stranger to the importance of sponsor financial support. He had witnessed the rise of Black stations, going from only four in 1943 to almost 300 by 1954. Unfortunately, he could not foresee the impact television would have on radio. Nor, could he have predicted that Black music would soon become part of the popular American culture. The popularity of Black music with the White youth help to integrate musical styles played on the urban radio stations.

The ongoing civil rights movements and legal actions also helped to integrate youth through African-American rooted music. Thus, dissolving segregation signaled the demise of Black only oriented broadcasts. In 1955, only one-year after its formation, the NNN dissolved. Sponsorship dried up as sponsors began to target the more affluent integrated listening audience. Young listeners, both Black and White were better off economically and tended to spend more money during the late 1950’s and 1960’s. Sadly, the NNN could not financially compete with the larger audiences.
Labels:

Comments

  1. AnonymousJanuary 8, 2014 at 4:01 PM

    The Little Rock school integration scared the white sponsors that feared losing customers in the South, if they were supporting Negro business. They dropped the network from their buy list. Mr. Evans COULD see the impact of television and integration on the shape of the market and how he went on to adapt to this new environment successfully is another chapter in his most unusual life.
    Leonard B. Evans (the son of W. Leonard Evans, Jr.)

    ReplyDelete

Post a Comment

Popular posts from this blog

Old Time Radio: Spies and Espionage

By Old Time Radio
Old time radio featured many spy-themed shows , which were popular during the Cold War era . These shows often depicted heroic spies and agents who worked to protect their countries from enemy spies and espionage, adding to the cultural fascination with the world of espionage and intrigue during this time. Spy shows were popular in the 1950s for several reasons. Firstly, the Cold War was in full swing , and the fear of Soviet espionage and infiltration was widespread. As a result, there was a heightened interest in stories and characters that dealt with the world of espionage and intrigue. Spy shows offered a way for listeners to vicariously experience the world of espionage and feel a sense of excitement and danger. Additionally, radio was one of the primary sources of entertainment during this time, and spy shows offered a way for audiences to escape the anxieties of everyday life and engage with exciting stories and characters. Many of these shows also featured strong, heroic prot...
Post a Comment
Read more

Donating Old Time Radio Cassette Tapes

By Old Time Radio
Many listeners may have accumulated or inherited large collections of Old Radio Shows on cassette with episodes of  Suspense , Fibber McGee & Molly , Tarzan , Richard Diamond , Archie Andrews & and more .  Old time radio on cassette became popular and replaced 8-tracks in the mid-1980s.  The cassettes may have been enjoyed by previous generations or just enjoyed decades ago who loved collecting & listening to everything old time radio . Sadly, cassette tapes, open reel-to-reel tapes, 8-track tapes, DAT, and VHS can "go bad" (degrade) because they are magnetic tape mediums.  Old Time Radio cassettes were slowly replaced by audio CDs , MP3 CD  in the 1990's and 2000's.  Today  streamable/downloaded old time radio shows  are the the most popular choice. Unsure what to do with your collection of cassette tapes?  You could donate them to Goodwill or non-profit thrift store, but many listeners have found great satisfaction in donating ...
Post a Comment
Read more

Dr John Brickley Medical Quack

By Old Time Radio
  John Brinkley was an American physician who practiced medicine in the late 19th and early 20th centuries. He is often referred to as a " medical quack " because of his unorthodox medical practices and his claims to have found a cure for impotence, which Brinkley achieved by transplanting goat testicles into men . Brinkley established a large medical practice in Kansas, and his reputation as a "miracle doctor" grew as more and more people sought treatment from him. However, despite his claims of success, there is little scientific evidence to support the effectiveness of his treatments, and many of his patients experienced serious health problems as a result of his surgeries. Many of these patients were attracted to Brinkley's bold claims of success and his reputation as a "miracle doctor." However, many of them experienced serious health problems and complications as a result of his procedures, and some of them even died as a result of his treatments...
Post a Comment
Read more