Thanks to being in the right place at the right time, I was the first voice on Chattanooga rock station KZ-106, on August 19, 1978. We suddenly switched from a beautiful music station to the “wings of rock and roll.” Those first days, we fielded complaints from angry listeners of the old station. Gradually, word spread that we were pretty cool, so the teens found us, and KZ-106 was on its way to a long, successful run. I was the morning guy for about five years, and had a great time.
But how did it happen? Why are local radio legend Luther Masingill and eccentric media mogul Ted Turner in the headline of this story? Now it can be told.
Luther Masingill in 1976
In 1976, AM radio dominated the Chattanooga airwaves, and Luther’s morning show on WDEF (AM 1370) was the ratings leader. Since 1940, Luther had located missing dogs and played every marching song ever recorded. Thirty-five years into his career, he was at the peak of his power. By this time WDEF also had a powerful FM station. Luther was so strong that his show aired on both AM and FM, doubling his already huge audience by transmitting his golden tones outside the city limits.
Meanwhile, top-40 stations like WFLI, WGOW and WDXB were locked in a battle for young listeners, and none of them were pulling away. WFLI’s powerful AM signal was fading as listeners discovered FM, and the others had lost big names like Chickamauga Charlie who had earlier posed a challenge to WDEF.
Ted Turner in 1976
Ted Turner, a McCallie School graduate who was running his family’s billboard business, had developed an interest in broadcasting, and had bought (and created) WGOW and its FM counterpart WYNQ a few years earlier. He later added the Atlanta Braves to his empire, and was strapped for cash. He met with WGOW station manager Jerry Lingerfelt. Ted and Jerry agreed that their radio stations needed a boost, a game-changer. They came up with a plan: “Let’s hire Luther away from WDEF. We’ll put him on our stations, and his listeners will follow.” “Great,” said Ted. “Bring him down here to Atlanta, and I’ll make him an offer he can’t refuse.”
One morning as Luther finished his show, Jerry called and said, “Luther old pal, let’s take a road trip. There’s someone I want you to meet.” Two hours later, they’re parking in the VIP section of Atlanta-Fulton County Stadium, home of the Braves. Ted Turner greeted them with a smile, saying “Let’s have lunch.” Luther recalled that he was very flattered to meet Turner, who by this time had achieved national fame for his fortune, his freewheeling lifestyle and even his sailing ability. He had skippered the yacht “Courageous” in a successful defense of the America’s Cup, earning the nickname “Captain Courageous,” (or as his critics called him, “Captain Outrageous”).
As the business lunch began, another guest arrived. One of Turner’s employees, a gentleman named Henry Aaron joined the trio.
Hank Aaron in 1976
“Hammerin’ Hank,” baseball’s all-time home run king had just retired, and had rejoined the Braves organization in a front-office role. Ted Turner was bringing out the heavy hitters, literally, in an effort to woo Luther away from his longtime employer. And what a package it was: in addition to the daily morning show on WGOW-AM and WYNQ-FM, Turner offered him part-ownership in both stations, profit sharing, stock in Turner Communications, a new car (every two years), life insurance for his family, and double the salary he was making at WDEF. In Jerry’s words, “Luther would have ended up a very, very wealthy man.” Luther shook hands with Ted and Hank, and said he would make a decision soon. Ted surely smiled, seeing dollar signs as he awaited Luther’s inevitable “yes” reply. People didn’t say “no” to Ted Turner in 1976. Money talks, right?
Luther talked it over with his wife Mary, and just as he had promised, responded to Ted Turner. “Thanks, but no thanks. WDEF has been so loyal to me. They hired me when I was 19. It is the only place I’ve ever worked. I should be loyal to them too.” Ted’s response? Surprise, no doubt. And then a call to Jerry. “I’m selling these stations. If we don’t have Luther, I’m out.”
Jerry says Luther’s decision wasn’t terribly surprising. “With Luther, it was never about the money,” he said. “He considered himself a public servant, on and off the air, and public servants are not supposed to be greedy. He was a good man who made life better for everyone he met.” Jerry added, “If Luther had taken the offer, Ted wouldn’t have sold those stations. We, and Luther, could have sold a lot of commercials.”
Luther Masingill, Aug. 13, 2013 with vintage radios in the lobby of WFLI
Ted did indeed sell, to a broadcasting group from Illinois. Immediately upon arrival, they overhauled WYNQ, tossing out the smooth instrumentals in favor of Foreigner, Steely Dan, Styx and Sting. As KZ-106 was born, so was my morning radio (and later TV) career, in addition to hundreds more who followed. Luther didn’t know it at the time, but his decision to remain loyal to WDEF resulted in the creation of a new radio station that gave us the Morning Zoo, David Earl Hughes, the Studio in the Sky, Jammer, Scott Chase, Dancing Dorothy, countless concerts, and those ever-present Window Wings.
New employees were hired, and many (including my wife) were from out of town. They fell in love, got married, stayed in the city, and raised families. It all happened because Luther was loyal. To no one’s surprise, he remained loyal to WDEF until the day he died, October 20, 2014.
When you enjoy the music of KZ-106, give a little thanks to Luther. In a most roundabout way, the smooth-voiced Sinatra fan and patron saint of missing pets is also the father of FM rock in Chattanooga!
Here are some sounds and sights from the early years of KZ-106:
I love this. 🙂 I spent my entire childhood in Beersheba Springs with KZ in the background 24/7. Gary Jeff and Pager knew me by voice when I’d call in requests. We’d go to Foul Tips games, and I met .38 Special outside the station on Pineville Road. I even called David up on his first day on television to wish him well. Now, when I visit the area on business, it’s a great, nostalgic trip to listen to the same songs at the same place on the dial as I did when my parents and I were younger. Thanks for the memories, David.
way to go, loved your presentation….
Very nice. I regret not sticking with Turner myself when I was at WGOW. But Bill Scott (Coyote McCloud) and his devious ways wrecked that.
I’ll never forget that day. Luther was more excited about meeting Hank Aaron than the money offer from Ted. Of course I was disappointed. I had been Luther’s boss and friend at WDEF and knew his value as a person and as a Chattanooga broadcaster. We had worked well together. He was the real deal. I used to eat lunch with Luther several days a week when I was at WDEF, one day we were at one to the local restaurants near WDEF and Wayne Smith, the mgr. of a local car dealer came up to me and asked if I was Luther’s food taster…funny line that I used many times afterward. JL
Great story, Jerry – I recall you were my dad’s boss as well. What a great place WDEF must have been.
David what a great perspective on this story. So true. One other note on this event is that Ted offered me the opportunity to buy the stations first. Not knowing high finance and still in my 30’s I wasn’t sure how to go about making that kind of plan but I got together with some friends who had money and we formed a group to buy the stations with me being a one fourth owner. At the last minute two of my partners dropped out and decided to instead build a center on Mountain Creek road. That ended in disaster. That is when I went to CH 9. When Bloomington sold the stations a few years later for around 8 millions I sent the news paper article to those who dropped the deal. A small matter of satisfaction for me. Many years after the Luther eoisidd i began to suspect that Ted had the Luther deal in mind when he called and offered me the job at WGOW/WYNQ. I had been managing the Racquet Club prior to that. I was out of radio for about three years at the time. Got very unhappy with the new radio division of Park Broadcasting/WDEF radio and took the offer to join the Racquet Club team. Another disaster as it turned out.
I’d just graduated from high school in June of 1978. We’d heard there was going to be a new rock radio station in Chattanooga that summer, and were excited. I remember the day KZ106 came on the air. Davis Carroll was our first go-to DJ. David was that rare DJ who would actually play your song requests, and usually within a few minutes. That made it easy to make the FM switch. We left AM and stayed with KZ. Move ahead 40 years and you might want to include David Carroll in the same list with Luther and Ted. Had he not listened to us we would’ve experimented for a few weeks with FM, but would’ve returned to the great Jet-Fli or WGOW on AM. It all came- and has remained! That’s rare! Great job guys! Still listening for 40 straight years!
When Luther was your friend, he stayed your friend forever. He was loyal to you. You had to do something really bad to even come close to wrecking this. A Luther story for you. I called WDEF in 1992, wanted to visit Luther in Chattanooga, my first car trip to Chattanooga, by myself, alone. We arranged a meeting. I had an appointment at Henley Medical in Chattanooga with Tom Henley, a then new wheelchair needed an adjustment. My car developed hand control issues just outside Chattanooga, my blinkers were on, a fellow in an old Ford Pickup truck stopped and made sure I was safe and OK, he got the engineer to come and collect my car. And haul it to the hand control shop. He gets me to Henley Medical, sits and waits with me for the chair to get fixed, drives me to WDEF, I explained I was en route to visit him at WDEF, he gives me the tour, introduces me to the other staff. When the car gets finished, he takes me to collect it, and I ask about the bill, WDEF paid my bill to get my car repaired, Luther buys me lunch, I visit several more times, we become stronger friends. I had to stay home from work as a broadcast engineer the day Luther died. I was in too much shock to handle duties that day, Luther had my back that first trip to Chattanooga. A class act, and a friendship which goes beyond Luther’s passing. Luther and WDEF are the most caring people, the most community involved, and loyal to their audience. I care for and cherish this bond.
what was the very FIRST song played on KZ ??
“FM” by Steely Dan
I was never aware of that chain of events. kz106 was one of the best experiences of my life…..bless you David and thank you