I often find myself wanting to share something only to have an event in our business pop up that bears discussion. I was thinking of words of wisdom, idioms, + phrases I’ve retained from conversations with various peers over the years or heard along the way and how they might be applicable to each of us today.
Then, on Tuesday, I caught the news that Gary Stevens had passed away. His career, in and of itself, is a textbook on how to grow, evolve, adapt, and aspire over a lifelong career in broadcast radio.
Gary started his career at a small-town station during his freshman year of college and never looked back. He toiled at several smaller stations before landing at WKNR (Keener 13) in Detroit. If you’re at all familiar with the market, CKLW, WXYZ, and later WHYT dominate much of the narrative about the history of Top 40 in the Motor City, but Keener was a monster through the 60s, often leading the market 18-34 despite a modest signal.
Gary did nights and was such a sensation he caught the attention of WMCA New York who offered him the evening slot. You might be good, but it isn’t every day the Big Apple comes calling you and not the other way around. Gary replaced one of the most legendary jocks of the era B. Mitchell Reed and was in a three-way Top 40 battle against Murray The K on WINS and Cousin Brucie on WABC.
Like Keener, WMCA was not a 50,000 clear channel as his competitors were, but like at Keener, Gary was an instant hit at WMCA, and shortly, WINS left format. While WABC is undoubtedly one of the most important music radio stations that’s ever been on the air, it’s often forgotten that WMCA was, in fact, the market leaning Top 40 for much of the 60s as it was tighter, louder in presentation, was faster with new music and wasn’t saddled with network talk and news as ABC was.
Gary became known for his super high energy patter and song talk ups, his character “the Wooleyburger” and even introduced The Beatles when they returned to Shea Stadium in 1966. Gary was big.
At the height of his success, he left the station in 1968 and had a long career in both radio and TV management and ownership at the local and executive level, followed from Europe to Minneapolis to a long run as top brass at Doubleday Broadcasting, where he was instrumental in many stations including WAPP which made a splash as New York City had its second Top 40 war in 1983.
Most recently, Gary served on the board of Saga Communications, which remains one of the larger companies still committed to local market content, local stations, and personality. A great example for any of us to follow and a career to emulate.
Lastly, I never met or spoke with him, but I did see him speak on a panel and had his name come up. I never encountered anyone who had anything to say but “great jock,” “great guy,” “good talent who became a smart manager,” or a combo of all three.
Gary Stevens was 84. Rest well, sir, and thanks for creating a great radio that lives on forever in memories and airchecks.
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Robby Bridges works for Press Communications where he serves as the VP of Programming for 99.7 and 107.1 The Boss. He also hosts the morning show ‘Robby and Rochelle’ alongside his wife, Rochelle. He’s been with the company/stations since September, 2021.
Prior to arriving in New Jersey, Robby spent decades working across the country in many top markets for many highly successful brands. Among them include Z100, WPLJ and Q102. He has also worked in Detroit, Boston, Providence, Portsmouth, NH, and served as an exclusive guest host for Scott Shannon on the True Oldies Channel.
To get in touch, reach Robby by email at RobbyBridges@hotmail.com.
