WSAI: Honoring 100 Years of Signal – A Legacy Still Broadcasting

Introduction: WSAI Cincinnati — A Century of Signal and Soul

For over 100 years, WSAI has been more than a radio station—it’s been Cincinnati’s voice, soundtrack, and storyteller. From its humble beginnings in a playing card factory to its evolution into a sports radio powerhouse, WSAI has mirrored the heartbeat of American broadcasting.

It introduced generations to rock ’n’ roll, gave rise to iconic DJs, and adapted through every technological and cultural shift. Today, it stands as a living legacy—proof that radio, when rooted in community and driven by innovation, never fades.

The USA Radio Museum is proud to honor WSAI’s enduring impact on the airwaves and the city it touched.

_____________________

Origins and Early Years (1923–1928)

WSAI first crackled to life in 1923, born not from a media conglomerate but from the United States Playing Card Company in Norwood, Ohio. In an era when radio was still a wild frontier, the company saw promise in the new medium—not just as entertainment, but as a way to connect with the public in real time. WSAI began broadcasting on the shared “entertainment” wavelength of 360 meters (833 kHz), a crowded space where stations took turns on the air, often negotiating airtime like neighbors sharing a single telephone line.

As the Department of Commerce began organizing the chaos, WSAI was reassigned to 970 kHz under the Class B frequency plan, a move that gave it a more stable presence on the dial. Still, the station’s early broadcasts were modest, often sharing airtime with Cincinnati’s WLW and later WMH. These formative years reflected the experimental spirit of American radio—unregulated, unpredictable, and full of possibility.

Interestingly, the call letters “WSAI” were randomly assigned, a common practice at the time. But as the station evolved, those letters took on new meaning. In later branding phases, WSAI embraced the interpretation “Sports And Information,” a nod to its growing identity as a source of both entertainment and news. It was a fitting start for a station that would go on to shape Cincinnati’s radio landscape for generations.

Crosley Acquisition and Expansion (1928–1946)

By 1928, WSAI had established itself as a modest but promising voice on the Cincinnati dial. That same year, its trajectory changed dramatically when it was acquired by the Crosley Broadcasting Corporation—helmed by the visionary inventor and entrepreneur Powel Crosley Jr. Already the owner of WLW, Crosley saw strategic value in WSAI’s transmitter site in Mason, Ohio, and folded the station into his growing radio empire.

Under Crosley’s stewardship, WSAI received a technical and creative overhaul. The station’s facilities were upgraded, its signal strengthened, and its programming diversified. Though WLW was the flagship, WSAI played a crucial supporting role, often serving as a proving ground for new formats and talent. Together, the two stations helped cement Cincinnati’s reputation as a national broadcasting powerhouse.

This era also marked a turning point in radio’s cultural influence. Crosley’s stations weren’t just transmitting sound—they were shaping public opinion, introducing new music, and connecting communities across the Midwest. WSAI contributed to this momentum by airing regional programming that reflected the voices and values of its listeners. From agricultural reports to musical showcases, the station became a trusted companion in homes, cars, and workplaces.

Technologically, Crosley was pushing boundaries. WLW famously experimented with a 500,000-watt “superpower” signal, earning the nickname “The Nation’s Station.” While WSAI didn’t match that wattage, it benefited from Crosley’s innovations and infrastructure, gaining stability and reach that would have been unimaginable just a few years earlier.

In many ways, the Crosley acquisition marked WSAI’s graduation from local curiosity to regional institution. It was no longer just a station—it was part of a broadcasting legacy that would shape American radio for decades to come.

Golden Age Programming and Cultural Impact (1940s–1960s)

As America emerged from the shadows of World War II, radio entered a golden age of influence, intimacy, and innovation. For WSAI, this period marked a transformation from regional broadcaster to cultural tastemaker. The station became a trusted companion for Cincinnatians, delivering not just music, but mood—capturing the spirit of a generation in real time.
By the 1950s, WSAI had embraced the Top 40 format, a revolutionary programming style that mirrored the tastes of a rapidly changing youth culture. Rock ’n’ roll was on the rise, and WSAI was right there with it, spinning hits from Elvis Presley, Chuck Berry, and Little Richard. The station’s playlists became a soundtrack for teenage rebellion, romance, and identity—broadcasting the pulse of postwar America through transistor radios and dashboard speakers.

At the heart of WSAI’s success were its charismatic disc jockeys. Personalities like Dusty Rhodes, Jim Scott, and Jack Stahl weren’t just announcers—they were local celebrities, confidants, and cultural guides. Their voices became as familiar as family, and their on-air banter helped define the station’s warm, approachable tone. Listeners tuned in not just for the music, but for the connection.

WSAI also embraced community engagement, hosting record hops, live remotes, and promotional events that blurred the line between radio and real life. The station’s presence at high schools, shopping centers, and local fairs made it a living part of Cincinnati’s social fabric. It wasn’t uncommon for listeners to meet their favorite DJs in person, reinforcing the station’s role as both entertainer and neighbor.

Musically, WSAI reflected the seismic shifts of the era. As the 1960s unfolded, the station welcomed Motown, surf rock, and the British Invasion with open arms. The Beatles, The Supremes, and The Beach Boys all found airtime on WSAI, helping Cincinnati stay in sync with national trends while maintaining its own regional flavor.
This was WSAI at its most resonant—when radio was still king, and the station’s signal carried not just sound, but soul. It was a time when the airwaves felt personal, and WSAI’s blend of music, personality, and community made it an unforgettable part of everyday life.

WSAI-AM | Dusty Rhodes | May 8, 1966

Audio Digitally Remastered by USA Radio Museum

When WSAI Brought the Beatles to Cincinnati — August 27, 1964

In early 1964, Beatlemania was sweeping across America like a sonic tidal wave. After their legendary debut on The Ed Sullivan Show in February, four Liverpool lads—John, Paul, George, and Ringo—became household names overnight. And in Cincinnati, five young disc jockeys at WSAI-AM had a wild idea: what if they could bring the Beatles to town?

Led by Dusty Rhodes, along with Paul Purtan, Mark Edwards, Steve Kirk, and “Skinny” Bobby Harper, the WSAI “Good Guys” sent a telegram to England on a whim, asking if the Beatles could perform in Cincinnati. To their astonishment, a reply came back in April: “You’ve got them!”—pending a certified check for $12,500, half of the $25,000 booking fee.

The DJs scrambled to raise the funds. Dusty Rhodes borrowed $5,000 from a local bank—with his in-laws co-signing the loan. The rest pooled their savings, and with help from concert promoter Dino Santangelo (who had produced the Ohio Valley Jazz Festival), the deal was sealed.

On August 27, 1964, the Beatles arrived at Lunken Airport and performed at Cincinnati Gardens to a sold-out crowd. Tickets topped out at $5.50, and demand was so overwhelming that WSAI returned an estimated $30,000 in ticket requests. The Gardens “exploded” when the WSAI DJs introduced the Fab Four, and the screams of teenage fans nearly drowned out the music.

WSAI wasn’t just the promoter—it was the Beatles station in town, commanding a staggering 42% share of the local radio audience. Dusty Rhodes had even launched “Dusty Rhodes’ Beatles Boosters,” North America’s first Beatles fan club, mailing out over 1,000 membership cards before the concert.

A cherished photo from that night shows the WSAI “Good Guys” DJs standing behind the Beatles at their press conference—Dusty in the back row, pipe in hand, beaming with pride. It’s more than a snapshot; it’s a symbol of how local radio, youthful ambition, and a little bit of luck brought the biggest band in the world to Cincinnati.

_____________________

Sidebar 01: Frequency History from 833 kHz to 1360 AM

• 1923: WSAI was first authorized to broadcast on the shared “entertainment” wavelength of 360 meters (833 kHz). At the time, stations in the same city had to negotiate airtime on a single frequency.
• May 1923: The Department of Commerce introduced “Class B” frequencies for stations with superior equipment and programming. Cincinnati was assigned 970 kHz, and WSAI began operating there, sharing time with WLW.
• Later Moves: Over the years, WSAI transitioned to 1360 kHz, where it remains today as Fox Sports 1360. This move solidified its identity as a full-time broadcaster with a dedicated signal.

_____________________

Format Shifts and Identity Changes (1970s–1990s)

By the 1970s, the golden glow of Top 40 radio was beginning to fade, and WSAI—like many legacy stations—faced a crossroads. The cultural landscape was shifting, FM radio was rising, and listeners were splintering into niche audiences. WSAI responded with a series of bold reinventions, each reflecting the station’s determination to stay relevant in a rapidly evolving medium.

The first major pivot came with a move to country music, a genre that was surging in popularity across the Midwest. WSAI embraced the twang and storytelling of artists like Willie Nelson, Dolly Parton, and Kenny Rogers, rebranding itself as a home for heartland sounds. The shift attracted a loyal base of listeners, but it also marked the beginning of a more fluid identity—one that would change with each passing decade.

In the 1980s, WSAI underwent a series of call sign changes that mirrored its format experiments. It became WWNK in 1985, then WAOZ in 1994, followed by WAZU in 1996. Each incarnation brought a new sound: oldies, adult contemporary, even brief flirtations with talk radio. These transitions weren’t always smooth, but they reflected the station’s willingness to adapt, to test, and to evolve.

By the late 1990s, the station had adopted the call letters WCKY, a nod to another historic Cincinnati frequency, and leaned into syndicated talk programming. It was a far cry from the sock hops and Beatles countdowns of the 1960s, but WSAI’s legacy still lingered in the minds of longtime listeners. The station had become a kind of radio chameleon—changing colors to survive, but always carrying echoes of its past.

This era also highlighted the broader challenges facing AM radio. As FM stations dominated music formats and digital media began its ascent, AM broadcasters like WSAI had to find new ways to connect. For WSAI, that meant embracing nostalgia, experimenting with formats, and holding onto the emotional resonance that had defined its earlier years.

Though the call letters and playlists changed, one thing remained constant: WSAI’s commitment to being a voice for Cincinnati. Whether spinning country hits, revisiting oldies, or hosting syndicated talk shows, the station continued to reflect the rhythms of its city—sometimes boldly, sometimes quietly, but always with a sense of place.

WSAI-AM | Dick Biondi | May 16, 1972

Audio Digitally Remastered by USA Radio Museum

WSAI on the FM Dial: Echoes of Reinvention

While WSAI’s legacy is most deeply rooted in its AM signal, the station also made notable forays into FM broadcasting—each reflecting the shifting tides of radio technology and audience behavior. FM radio, with its superior sound quality and stereo capabilities, began gaining traction in the mid-20th century, and WSAI was among the Cincinnati stations exploring its potential.

In the 1960s and 70s, WSAI briefly simulcast its AM programming on FM, a common practice at the time as stations sought to expand reach and improve fidelity. This allowed listeners to enjoy WSAI’s Top 40 hits with crisper audio, especially as car radios and home stereos increasingly supported FM reception. The FM simulcast helped reinforce WSAI’s brand across both bands, offering continuity for fans who preferred the newer format.

Later, as FM radio became the dominant platform for music, WSAI’s FM identity evolved. The station experimented with separate programming on its FM frequency, including album-oriented rock and adult contemporary formats. These shifts were part of a broader industry trend, as broadcasters used FM to target younger, more music-driven audiences while AM leaned into talk, news, and sports.

Though WSAI’s FM ventures were relatively short-lived and often overshadowed by its AM legacy, they reflected the station’s willingness to innovate. The FM side served as a laboratory for new sounds and formats, helping WSAI stay connected to emerging listener preferences.

Eventually, the FM frequency associated with WSAI was reassigned or rebranded under different call letters and ownership, as corporate consolidation and format specialization reshaped the Cincinnati radio landscape. Today, WSAI’s identity lives primarily on the AM dial as Fox Sports 1360, but its FM chapter remains a testament to the station’s adaptability and its role in the broader evolution of American radio.

____________________

Sidebar 02: WSAI-FM — A Parallel Signal

Though WSAI’s AM legacy looms large, its FM journey offers a fascinating glimpse into the station’s spirit of experimentation. From simulcasts to format flips, WSAI-FM reflected the changing tastes of Cincinnati listeners and the broader evolution of radio itself.

Timeline of WSAI-FM Highlights

Legacy in Stereo

WSAI-FM never reached the cultural heights of its AM counterpart, but it played a vital role in extending the brand’s reach and testing new formats. Whether echoing Top 40 hits in stereo or launching new identities, the FM side was a proving ground for innovation. Today, its legacy lives on in the frequencies that followed—each carrying a piece of WSAI’s restless, resilient spirit.

_____________________

Sports and Syndication Era (2000s–Present)

As the new millennium dawned, WSAI faced a familiar challenge: how to remain vital in a media landscape that was fragmenting faster than ever. Streaming services, satellite radio, and podcasts were reshaping how audiences consumed audio. But WSAI, true to its legacy, found a new lane—and accelerated into it.

In 2005, the station reclaimed its original call letters, WSAI, a symbolic return to its roots. But this wasn’t a nostalgic retreat—it was a strategic pivot. WSAI rebranded as Fox Sports 1360, aligning itself with the national Fox Sports Radio network and embracing a format that offered both consistency and cultural relevance. Sports talk was booming, and WSAI positioned itself as Cincinnati’s gateway to the national conversation.

Today, WSAI broadcasts a robust lineup of syndicated programming, including The Dan Patrick Show, The Rich Eisen Show, and The Herd with Colin Cowherd. These voices bring national insight, debate, and personality to the local dial, connecting Cincinnati listeners to the pulse of professional and collegiate sports.

But WSAI hasn’t abandoned its local roots. The station serves as a key affiliate for University of Louisville athletics, NFL and NCAA coverage, and FC Cincinnati matches, blending national syndication with regional loyalty. It’s a balancing act—one that honors the station’s legacy as both a broadcaster and a neighbor.

Owned by iHeartMedia, WSAI now operates from sleek studios in the Towers of Kenwood, with its transmitter located in Mount Healthy. The station’s digital presence has expanded, offering live streams, podcasts, and social media engagement that extend its reach far beyond the AM dial.

In many ways, WSAI’s current incarnation is a testament to its adaptability. From playing cards to Crosley, from Top 40 to talk, the station has weathered every shift in the radio landscape. Its embrace of sports and syndication isn’t just a format—it’s a philosophy: stay relevant, stay connected, and keep broadcasting.

For longtime listeners, the call letters still carry weight. WSAI isn’t just a station—it’s a survivor. A century after its first broadcast, it remains a living thread in Cincinnati’s cultural fabric, proving that even in the digital age, radio still matters.

Legacy and Impact

Though WSAI-FM never achieved the iconic status of its AM counterpart, its presence on the FM dial played a crucial role in extending the brand’s reach and experimenting with new formats. The FM side allowed WSAI to tap into stereo broadcasting, attract younger audiences, and stay competitive during the rise of FM dominance.

Today, the WSAI call letters live on exclusively through the AM station—Fox Sports 1360—but the FM chapter remains a fascinating footnote in the station’s century-long story. It’s a reminder that radio history isn’t just about what stayed the same—it’s about what stations dared to try, even if only for a moment in time.

WSAI-AM | Series #31 & #26 | PAMS [Jingles; 1960s]

Audio Digitally Remastered by USA Radio Museum

_____________________

Special Acknowledgement: Several of the photos featured in this post is courtesy of the Cincinnati Enquirer, as credited in the images. Also presented in the post is a photo credited and courtesy of Walter Burton.

A USARM Viewing Tip: On your PC? Mouse/click over each image for expanded views. On your mobile or tablet device? Finger-tap all the above images inside the post and stretch image across your device’s screen for LARGEST digitized view. Then click your brower’s back arrow to return to the featured post.