WBAP AM: A Pioneer Texas Broadcaster (July 21, 2026)

by Scott Sosebee

Today’s generation finds it hard to fathom how revolutionary radio was when it began in the early 1900s. Radio made the United States and the world “smaller” because it brought entertainment, entertainers, and programs to millions of people living in far-flung corners who would have otherwise never had the opportunity to experience such quality and quantity. The sheer marvel of being able to listen to programming from New York, Chicago, or Detroit in a small Texas town must have been extraordinary, something beyond the comprehension of most of that era’s people. Radio made sporting events grow even more prominent, it made stars out of formerly obscure performers, and it helped to unite a nation that in many ways remained provincial and isolated. It truly was one of the most significant developments in human history.

KDKA in Pittsburgh, PA was the first commercial American radio station when it began operations in 1920, but Texas broadcasters were not far behind their Pennsylvania cousins in getting on the air. Fort Worth was a center of early broadcasting; the first station in Texas, WPA began in that city in April 1922, and it was followed by what would become one of the most dominant and important radio stations in the state—WBAP, which supposedly stood for “We Bring A Program.” Fort Worth icon and businessman Amon Carter began and owned WBAP. Carter, the owner and publisher of the Fort Worth Star-Telegram, became convinced that he needed to enter broadcasting when he read that radio would soon overtake newspapers as the primary conduit of news and information. He told his circulation manager at the Star-Telegram that “if this radio thing is going to be a menace to newspapers, maybe we better own the menace.”

Broadcasting at 833kc “on the dial,” WBAP signed on with a small 5 watts of power in May 1922, but quickly moved to 1500 watts in 1923. It upgraded to its current 50,000 watts in 1932, and relocated to 820 kc in 1941, where it remains today. WBAP also became a “clear channel” in 1932, which meant that no other station in the nation could use its same frequency unless they operated a very low power. Thus, WBAP can be heard across more than forty states (especially at night), which became a basis of its popularity and visibility. People driving across the country came to depend on the companionship of the Fort Worth radio station as they made their way down the highway.

Like all early radio stations, WBAP began broadcasting with scripted network programs. WBAP became affiliated with the NBC-Blue network upon its inception, which would, later, become the American Broadcasting Company (ABC). They aired programs such as ‘Tom Mix,” “The Lone Ranger,” and “One Man’s Family,” but they also brought a number of local programs such as church services, an extensive news show, and music. In fact, WBAP was a pioneer of music request shows. It also became the home of W. Lee “Pappy” O’Daniel’s “Hillbilly Band” radio program, which O’Daniel created to help sell his Hillbilly Brand Flour. The broadcast became so popular that O’Daniel ran for governor in 1938, a race he easily won.

Radio began to change in the years after World War II, and when television became wide-spread most radio stations switched to all-music formats. WBAP was no exception, and it adopted a country music format. The station’s clear channel designation made it a favorite of long-haul truck drivers, a niche that became even more pronounced with the popularity of DJ Bill Mack and his late night “Midnight Cowboy” show. Mack, whose actual name was Bill Smith, and he signed on every night with the ringing of his distinctive “cowbell.” He was also a country songwriter and performer in addition to his duties as a DJ and he wrote the very successful song “Drinking Champagne (And Feeling No Pain).” The song was recorded by a number of performers, including Dean Martin. Mack would be at the station from 1969 through 2001.

Radio changed again in the twenty-first century, and WBAP changed as well. WBAP had long been a pioneer of sports programming; it was the first home of the Texas Rangers when they moved to Texas. WBAP adopted an all-talk format, which was dominated by sports talk shows. It would eventually become a “news talk” station, following the lead of many AM stations that capitalized on the phenomenon of talk radio, primarily programming that emphasized conservative politics.

Through the years WBAP accomplished a number of notable achievements. It was one of the first stations to broadcast a horror program when “Black Night” debuted in 1937, a thirty-minute program that consisted mostly of Edgar Allan Poe story re-enactments. It gained notoriety by signing on with this warning: “Any person with a weak heart or weak stomach is advised to switch the dial or face the consequences.” WBAP was also the first station to broadcast in stereo, although it did not do so in a conventional manner, primarily because you had to have two radios to capture the effect as they broadcast simultaneously on their AM and FM frequencies.

Today radio is dominated by large conglomerate broadcasting companies, satellite outlets, and niche programming. Music is more likely to be delivered from a downloaded digital format than through a radio receiver. Some of us still like listening to the radio; for me it is the only “instrument” I am able to play. I still remember those nights on a family car drive, usually returning from a visit with relatives or a sojourn to see some kitschy tourist attraction. My Dad, who traveled quite a bit for a living, was a fan of WBAP and he would tune in as we drove along. It was good to hear a familiar voice at 820 as we cruised along a sometimes dark road at 55 MPH (yes, Virginia, that was once the speed limit). I am betting that many of you, like me, remember WBAP in those days and likely also like me miss that cowbell.

The East Texas Historical Association provides this column as a public service. Scott Sosebee the Executive Director of the Association and can be contacted at sosebeem@sfasu.edu or via www.easttexashistorical.org.