In the pantheon of American radio executives, few had as broad a range of influence—or as deep a commitment to both local station success and national
In the pantheon of American radio executives, few had as broad a range of influence—or as deep a commitment to both local station success and national strategy—as Marty Greenberg. Known for his tenure as Vice President and General Manager of WLS Chicago and senior roles at ABC, Belo, Emmis, and Duffy/Genesis, Greenberg’s career spanned eras of disruption, consolidation, and expansion in broadcast radio.
A Brooklyn Beginning, a Broadcasting Trajectory
Martin “Marty” Greenberg was born in Brooklyn, New York, on April 6, 1941. His broadcasting journey began humbly—with a trainee position at New York’s WMCA-AM. That early immersion in the operations of station programming and management laid the foundation for a career in which he moved rapidly from local to regional to national leadership.
From New York, Greenberg worked with ABC’s WXYZ Radio in Detroit in radio sales and then in Houston at KXYZ AM & FM before landing a prominent assignment in Chicago.
WLS Chicago: Steering the Big 89
Greenberg’s time at WLS stands out as one of his signature chapters. During the 1970s, WLS was a powerhouse Top 40 station in the Midwest, and Greenberg joined forces with program directors and on-air talent to strengthen the station’s reach and identity.
One such move: under Greenberg’s leadership, Tommy Edwards returned to the air, and John Gehron was brought in as Program Director. Together, the leadership team aimed to polish WLS’s brand and push its competitive edge. That approach aligned programming, image, and marketing in a way that was more strategic than simply reactive to ratings swings.
Industry observers point to this era as one in which WLS “reclaimed dominance” in the Chicago radio market, in part due to disciplined management of talent, promotion, and branding. In trade circles, Greenberg was seen as one of the driving forces behind the station’s resurgence during the ’70s.
Beyond Chicago: Expanding Roles & Corporate Leadership
Greenberg’s ambitions—and reputation—soon took him into corporate leadership beyond individual stations. In May 1979, he ascended to the presidency of ABC’s FM station group, overseeing multiple markets and establishing strategic direction during a period when FM was growing in importance.
In 1982, his next move brought him to Belo Corporation in Dallas, where he led the company’s radio division and oversaw station operations in markets such as Dallas–Fort Worth and beyond. Greenberg also became a partner and executive in Duffy Broadcasting, eventually presiding over its transformation into Genesis Broadcasting.
In the late 1990s, he presided over Emmis Broadcasting International, guiding the company’s exposure into Central European markets.
In each role, Greenberg carried forward lessons from his station-level experience—regarding talent, programming, and local identity—into management models for portfolios of properties. Colleagues often noted that he never lost sight of the listener’s experience, even when executive decisions became complex. (As one industry remark put it, Greenberg “was a major player with ABC O&O stations in an era when they were very major players” across markets.)
Industry & Community Engagement
Greenberg’s influence extended into the institutional side of broadcasting. He served in leadership or board roles in:
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The National Association of Broadcasters
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The Illinois Broadcasters Association
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The Greater Chicago Radio Broadcasters Association
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The Radio Advertising Bureau (via ABC/O&O influence)
In his later years, Greenberg was also active in civic and nonprofit work, including service on boards such as iMedia(Dallas cable), North Texas Public Broadcasting, and local libraries.
A Personal Side: Health, Passion & Legacy
In retirement, Greenberg remained energetic and involved. He became a certified spin instructor, teaching classes several times a week at YMCA locations in the Dallas area. He was also an avid cyclist, runner, choir participant, and hospital volunteer. He volunteered at Scottish Rite Hospitals, Dallas and Frisco, and loved singing in the Choir at Temple Emanu-El.
He passed away on January 19, 2021, at the age of 79, after a battle with pancreatic cancer. His obituary noted that his career “spanned major roles in ABC, Belo, Emmis, Duffy/Genesis, and more.”
Greenberg was survived by his wife, Elin Greenberg (their marriage lasting nearly 57 years), children Corey, Ann Marie, Mark, Jennifer, and grandchildren.
Reflections from Peers & Industry
Though Greenberg left us some years ago, those who knew him recall several themes consistently:
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Strategic yet listener‐focused
Many executives move away from the “ground level” once they rise into corporate ranks. Greenberg, by contrast, was often praised for keeping his ear tuned to what a station sounded like, how talent was being used, and how branding resonated with the public—even as he made high-level decisions over multiple markets. -
Integrator of talent and identity
At WLS, for example, his support for bringing back Tommy Edwards and for embedding a strong programming leadership team under John Gehron is often cited as transformational in restoring WLS’s competitive edge. -
Visionary in expansion
As radio companies consolidated in the 1980s and ’90s, Greenberg showed how an executive with station-level roots could shift into managing clusters and international expansion without losing credibility in either domain. -
Mentor and connector
Some trade publications and peer tributes (e.g. in Radio Ink) referred to him as someone who helped others navigate the intricacies of broadcast executive life.
ABC Successes
“Marty Greenberg had a rare ability: he could think like a regional executive, but act like the GM walking the floors of a station,” said one longtime ABC colleague. “He knew what a listener wanted, and he never forgot that despite spreadsheets or affiliate contracts.”
In the 1970s, in Chicago, Greenberg championed Tommy Edwards to the WLS lineup—a calculated gamble that paid off in ratings and listener loyalty.
During his presidency of ABC’s FM group, he guided stations through a critical transition era in which FM was becoming dominant in music radio. His successors in Belo and Duffy/Genesis often cited his focus on talent alignment and brand consistency as key templates for their growth strategies.
His Legacy
Marty Greenberg’s life in radio is a study in bridging worlds: between local and national, sales and programming, talent and technology. At WLS, he helped guide one of America’s great AM stations in a competitive era. At ABC, Belo, Emmis, and beyond, he carried insights from the studio to the boardroom. And in his personal life, he remained engaged, compassionate, and driven. In remembering him, the radio industry honors a model of leadership grounded in both vision and heart.
