Question of the week: What was the first radio broadcast in Louisiana?
On October 19th, 1932 Henry Ford gave his first radio address. The event was notable. Ford was a world-renowned celebrity by 1932. Most people of his fame had already embraced and used the new medium of radio to further their own causes and reputations. Ford in his own way was one of the first to do so, but not in person. In other words, the Ford Motor Company was an early key sponsor on radio. In fact, in the long history of advertising, Ford was a genius and as early as 1922 the airwaves were dominated with his name and products. But, in all that time he never gave a speech or talked for any great length over the radio. That changed in the fall of 1932 when he endorsed the re-election of Herber Hoover. Much of the content and the original recording are lost. He did compare Hoover to Lincoln and asked for patience from the 7 million unemployed. Ironically, Hoover’s opponent, Frankline D. Roosevelt, was already famous for his own use of the radio, appealing directly to the hearts and minds of the people. Ford’s endorsement this time was rather lackluster and ill-timed. Nevertheless, it was clear by 1932 that communication was totally revolutionized. News, entertainment, and politicians began to send their voices straight into the homes of their constituents. What was once reserved for the charm of the pen, became the clamor of sound thrust across the airwaves.
But what about Louisiana? What was the first broadcast and was it used for such consequential purposes? The answer depends on what defines consequential. The first known radio program was at 10:52am on March 31st, 1932 from WWL a station created by Loyola University. The presenter was Father Edward Cummings, a priest employed by the school. His address was part homily and part commercial. The entire venture was a ploy to raise $1.5 million in endowment funds. As part of his plea Father Cummings announced “We are organizing the radio operators in the state to spread the story of Loyola’s needs. Will you lend your support to our campaign, both by radio and individual effort which will aid us in making Loyola University one of the greatest institutions of learning in the Southland?” Following this overture was a slate of musical selections, mostly recordings of local choirs. In Louisiana the first of this great medium was not a president, great captain of industry or popular entertainer. It was a parish priest passing the plate.
The Loyola broadcast may seem benign. But it is actually very symptomatic of the age. Radio from the beginning was a commercial enterprise. It was either going to rely on advertising to pay the freight or make public appeals to raise cash. This reality has not changed in over 100 years. Telethons and quarterly fundraisers are still a common feature for public and non-profit radio stations. Like Father Cummings they make a direct appeal to the audience for funding.
Furthermore, radio was quickly embraced by many preachers and celebrity pastors. Across the south hellfire and brimstone preachers began to wail into the microphone and were quite entertaining. Churches sponsored gospel hours and Bible societies sold prayer cards, books and other assorted goods. The first printing presses printed the Bible. Many of the first radio stations aired the Gospel. Which is where the story of Louisiana’s first broadcast takes a turn. Father Cummings was chastised by his immediate authorities for commercialization. Apparently, he had run afoul of canon 142 which read “Clerics are forbidden to engage personally or through another in business or to carry on commerce whether for their own benefit of for that of others.” For a short period WWL went silent. This did not last long. Cummings and Loyola pointed out that other parishes were selling advertisements in their magazines and newsletters to cover the cost of printing. If most of the programming was entertainment the station was not really a commercial enterprise. This argument must have been compelling because WWL not only stayed on the air, by 1929 the stated purpose of the station was to promote the welfare of the school’s endowment!
Radio and its successor television were culture transforming. Like the iPhone, it was not long before these devices were wholly embraced by the population at large. But, all change comes with a price tag. In Louisiana that price tag was $1.5 million dollars. Enjoy the choir folks, they are singing for a good cause!
This Week With the History Geek is the work of Dr. Timothy Kovalcik, Head of School at Ascension Classical School in Shreveport, Louisiana. Be sure to like his page “This week with the history geek” on Facebook or follow him on X (Twitter) @drtkovalcik