Book Review: The Buzzard
Inside the Glory Days of WMMS and Cleveland Rock Radio
John Gorman has a long history in media, his most notable years were at WMMS- FM in Cleveland. Gorman, at the helm of the WMMS FM ship, gave an otherwise dismal city new life, hope and a band of devoted listeners something to believe in. Gorman reminisces of his move to Cleveland in the early 70s to take on a neglected station and to bring life a new radio format (FM). A behind the scenes look at the sex, drugs, and rock and roll that turned WMMS as well as Cleveland into the national spotlight and one of the most well respected and influential stations from musicians and industry leaders.
Welcome to Cleveland
The Boston native packed his bags and headed for Cleveland in 1973 to start his new position at WMMS. His challenge was to convert a nearly dead station into a profitable one featuring progressive rock. He was given one year to show increase in the audience. At the time, FM wasn’t viewed as a viable source of entertainment. Most transistors and automobiles came equipped with only AM settings.
Turn On, Tune In, AM’s Out
Gorman’s regaling of sex, drugs, and rock and roll is the recognizable culture to those who were coming of age in the seventies. WMMS built their empire by co sponsoring concerts, events and getting the younger generation involved in their community. The Buzzard mascot adorned jackets, jeans, hats, and cars of Cleveland’s youth and became a sought after and identifiable logo nationwide. WMMS staff entertained bands and musicians that by today’s standards would be punishable with job loss or jail time. That gave the station the edge, granting them national exclusiveness to air plays of new releases. When they weren’t granted air plays, they aired it early anyway causing some disgruntled stations across the country. WMMS, while building their audience, was giving a FM a much needed lift.
The Rock Starts to Roll
The station’s disc jockeys played quality not quantity. Top 40 could be heard, but wasn’t the mainstay of the station. David Bowie, Todd Rundgren, Ian Hunter and Lou Reed were commonly featured on WMMS before achieving international success. Their names were barely recognizable across the country, yet were headlining Cleveland concerts to sell out crowds. The station had a strong relationship with Bruce Springsteen in his early years. The Boss has credited much of his success to the air play and promotion he received from at the WMMS.
Welcome to The Rock and Roll Capitol of the World
Rock concerts were everyday events in Cleveland in the seventies and early eighties. The largest being the ‘World Series of Rock’ Series at Cleveland Municipal Stadium that could accommodate 80,000 fans, to the smaller ‘Coffee Break Concerts’ held in the Agora every Wednesday morning. For the youth of Cleveland, rock music was their life. WMMS doubled their base of listeners from 1.9 to 3.8 ARB ratings the first year. At the same time, The Rock and Roll Hall Of Fame was looking for a place to call home. The cities left in the running were Detroit, New York, and Cleveland. It was to be decided by vote: The city wanting it the most will have to get the votes with their citizens calling an 800 number. WMMS jumped on the band wagon by making frequent pleas to their listeners to rally for this cause. Who better to have The Rock Hall than a city rich in rock culture? The phone lines burned with Cleveland in the lead at the final tally, leading 3 to 1 over New York.
Thanks to WMMS, Cleveland is no longer the mistake on the lake, it is now known as the city Rock Built.
John Gorman at recent book signing at Rock Hall
|
The Buzzard
|
Back side of Rock and Roll Hall of Fame
|
WMMS staff with The Boss in 1976
|
Gorman and DJ Murray Saul with fans 1979
|
What do you think about this article?
More in Reading & Literature
Latest Articles