For more than four decades, 700 WLW midday host Bill Cunningham has defied every industry rule about age, longevity, and relevance.
At 78 years old and 43 years into his radio career, Cunningham is still ranked the top midday host in the nation in Barrett Media’s latest rankings. In an era when radio reinvention is constant and careers burn out quickly, Cunningham’s continued dominance is rooted not in nostalgia, but in an approach that has barely changed since the Reagan era.
“I’ve done this for 43 years, and I find myself each day getting up every morning wanting to find out what happened while I was sleeping,” Bill Cunningham said. “For some reason, before I go on the air from noon to 3, I get a little nervous. I think that if I ever lose that feeling, if I ever think I’m going to blow this off, that’s a problem.
“Every day, someone is listening to me for the first time. They may know who I am, or they may have never heard of me. I want them to come away thinking that guy entertained and informed me,” said Cunningham. “My goal is to entertain people, make them laugh a little bit, and inform them on issues they might otherwise be ignorant of. Third, maybe I can change a few opinions to my way of thinking, to some extent.”
That mindset has kept Cunningham relevant long past the point where many broadcasters step aside or fade out. While the media world around him has transformed repeatedly, he views the show itself as a familiar instrument, even as the music evolves.
“I hate to say this, but I’m as energized now as I was in 1983,” he admitted. “The issues change constantly. I have a piano in front of me. The music might change. The songwriters might change. But my piano is still there. If I can do something fresh, new, and different, make someone laugh, inform them, change an opinion, or adjust an idea, that’s what motivates me. I don’t have to do it, but without this, my life would not be complete.
“I signed another three-year contract extension, so maybe my goal is 50 years,” Cunningham said of his future. “How long was Paul Harvey on the air? He was going strong into his 80s. I think if Rush Limbaugh had not met his maker, he’d still be on the air. The last few years of Rush’s tenure, the greatest of all time, he was as good then as he was at the beginning. That’s my goal. If I get up every day thinking someone’s listening for the first time, I want them to say, ‘I can see why that guy’s pretty good.’”
Bill Cunningham said he thought he’d get to his 40th year in radio and then re-evaluate whether he still wanted to keep going. That was three years ago, and he’s still going strong. And despite his age, Cunningham doesn’t speak like someone winding down. He speaks like someone keenly aware of time, but still energized by the work.
“Physically, I have the body of a 61-year-old and the mind of a 45-year-old. At some point, Father Time is undefeated. My tomorrows don’t exceed my yesterdays,” he said. “Eventually, I’ll have to hang up the microphone, but I don’t think I’m close.”
Part of that longevity comes from a schedule that fits him and a format that still excites him.
“There’s nothing about the job I don’t enjoy. Noon to 3 fits me perfectly,” Cunningham shared. “The day is half done. Overnight and morning news has happened. Most news breaks by 3 o’clock. It fits who I am and what I want to do.
“I also interact constantly with high schools and colleges. I appear three or four times a week, speaking at functions. I want to stay in touch with the people listening to me in Ohio, Kentucky, and Indiana. I build the audience. The greatest thing people say to me is that they listened to me as kids, and now their children listen to me. I hear that regularly from people in high school and college.”
That generational connection is something Cunningham values deeply, viewing it as validation that his impact extends beyond ratings charts.
“I couldn’t feel more proud of that. I hope I’ve changed the politics in my part of the world a little, for the better. In the 80s and 90s, Ohio, Kentucky, and Indiana were thoroughly blue. Now they’re thoroughly red. I hope I played a small part by reflecting the American way of life: fear of God and love of country.”
Cunningham also believes radio’s best days aren’t behind it, even as other media platforms struggle.
“Radio is doing very well. Audio is doing very well. TV is crashing. There are 500 channels. Cable news is stuck between far left and far right. I try to represent the conservative middle, maybe a little right. There’s no part of my job I hate. I like what I’m doing. As long as people like listening to me, why not? Compared to what?”
Being recognized by Barrett Media as the nation’s top midday host carries special meaning for someone who has spent a lifetime in the business.
“Being voted number one means everything. It’s great to have listeners and advertisers, but when those in the business, who know radio and love it, designate you as number one, that means more than ratings or revenue. Those who walk beside you saying, ‘That guy’s pretty good,’ fills me with emotion and pride.
“I want to thank Barrett Media, the talk show hosts around the country, program directors, and operations managers who take the time to listen. Because of how ubiquitous radio is today, you can listen to local radio anywhere in the country. I feel a sense of pride that’s difficult to express.”
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Garrett Searight is Barrett Media’s News Editor, which includes writing daily news stories, features, and opinion columns. He joined Barrett Media in 2022 after a decade leading several radio brands in several formats, as well as a 5-year stint working in local television. In addition to his work with Barrett Media, he is a radio and TV play-by-play broadcaster. Reach out to him at Garrett@BarrettMedia.com.
