Radio station formats run their course and 1260 on Cleveland’s AM band certainly saw its share.  Once FM tuners went in cars the days of AM superiority were numbered, and by the mid-seventies the once mighty WIXY 1260 had run its course.  Changing tastes in music, a weak signal and the quality sound of stereo FM brought WIXY to an end after an historic ten plus years on the dial.  The owners switched the call letters to WMGC labeling the new format “Magic” and drawing controversy with a promotional campaign suggesting you “get your rock soft”.  By spring 1979, Embrescia Communications changed the call letters to WBBG-AM, which some suggested stood for “Boys from Bowling Green”, a nod to their old alma mater.

The new station aired a talk format which had seen great ratings on the AM dial with WERE’s “People Power”.  The original “Super Talk 1260” air staff included some heavy hitters including the return of Cleveland favorite Bill Gordon.  Always the self-promoter, he claimed the call letters translated to what else?  “Welcome Back Bill Gordon”.   Other seasoned veterans joined the staff including Ed. Fisher (notice the period he insisted be put after his first name), Ted Alexander, Merle Pollis from “People Power” days, the legendary Bill Randle, and Cynthia Smith overnight who played music as well as chatted with listeners.  The station also debuted a raspy voiced sportscaster from Illinois named Bruce Drennan who would settle in for a long stretch on the Cleveland airwaves.  At one point, WBBG put on “Willio and Phillio” for morning drive.  Will Ryan and Phil Baron were a folk duo with a comic flair and would play records along with their own music and bits.  Plus, for a time former WIXY star Lou “King” Kirby returned to his old stomping grounds.  The station aired a lot of talent, but it was up against more established AM stations and FM would not be stopped.

Formats are directed by revenue flow and AM still had an audience with older demographics.  After flirting with an oldies format. the owners decided to go even older with a big band sound.  They brought in Jim Davis to program the station, and he assembled a team that included Randle and Alexander from the old station, adding other popular names including Tom Armstrong, Ronnie Barrett, Carl Reese, and Al James among others.  Davis knew the music and the audience, and the “Big Band Grandstand” as WBBG was now billed would win Billboard’s “Station of the Year” for that format’ category in 1983.  Davis was also nominated for “Program Director of the Year” and would later take the format to WRMR 850, the old WJW-AM, for a long and successful run.

Talented writer David Budin wrote about his experiences with WBBG in the Heights Observer.  heightsobserver.org/read/2017/01/30/maybe-you-heard-me

You can also hear segments from early WBBG in the following links:

Cynthia Smith – WBBG-AM Night Flight Fantasy

Bruce Drennan – WBBG-AM – Sept. 18, 1978