Many people were saddened this week by the news that Irving Waugh, a major force in the shaping of Nashville's music industry, had died at the age of 94. (Here's a news release with a basic bio.) Mr. Waugh is one of the most important characters in my forthcoming book about WSM and the making of Music City, and meeting and interviewing him was one of my favorite parts of the research process.
Most of the coverage has dwelled on Mr. Waugh's instrumental role in landing a telvision deal for the CMA Awards, the opening of Opryland USA and the launch of Fan Fair. But those were mere manifestations of the ethic and energy he brought to his many jobs at WSM over five decades. Like Jack Stapp, Owen Bradley and others before him, Waugh was an ambitious concept man, a business executive with a creative streak and a gift for letting creative people under him work up to their potential. There aren't many like him left in media companies.
I searched my archives for a good quote from Mr. Waugh and found one that addresses a question that will be front and center when the book is published, and that is what is being done with WSM-AM today? In March of 2004, Waugh told me this:
The AM station today is a sleeping giant. It is a unique property. There are ways to do something with it because of where they’re located. And I can’t believe that they ignore it, because the average time buyer will not buy AM. But that station, if you had that station, you could call it the nation’s station, the star maker station, the hit maker. You could play every new release. You could make a deal with all the labels. You could create your own list of hits. You could be the hit maker. There are all sorts of things you could do with that probably, and it’s a shame it just sits there.
I share Waugh's sense that WSM is run these days with a sense of resignation about being a middle-ranked radio station in its local market and not much more. It recently lost its nation-wide exposure over Sirius satellite radio. Its format is conservative and its commercial load is extreme. Where there might a 24-hour Prairie Home Companion-meets-Merlefest sort of format with tons of live acts and interviews, there is a fairly standard-issue country gold-format station. I mean no disrespect to GM Chris Kulick or certainly to the station's greatest DJ Eddie Stubbs, both of whom are doing a great job. But I do often wish Gaylord would think as dynamically about WSM as it does about the Opry and the Ryman. I think Mr. Waugh would agree.





