I took my first job in radio at WSUS in Franklin, New Jersey, in 1972. The station at the time consisted of a run-down ranch house at the top of Hamburg Mountain, overlooking the central valleys of Sussex County, a tilted square of farms and forests at the northern point of the state.
The house was at the end of a steep road that was more rocks than dirt. Beside it stood a 240-foot tower from which the station radiated a light-bulb powered signal: just 360 watts, on one of the FM channels reserved in the U.S. for local stations: 102.3. But, since signals on FM tend to reach what can be seen from the antenna, the station’s coverage was greater than its only competition in the county. Also, since hills and mountains shadowed Sussex County from New York’s FMs, WSUS had a big competitive advantage as FM inevitably overtook AM in popularity (most of which happened after I was gone).
The new owner was Peter Bardach, a first-rank media guru working for Doyle Dane Berbach, an advertising agency in New York that led the creative revolution of the 1960s. Peter’s specialty was forecasting the successes and failures of TV shows, and his predictions for Fall seasons were featured annually in TV Guide. His smart bets with WSUS were on both FM and Sussex County, which at the time was said to have more dairy cows than human beings — but was sure to have a growing economy in the years ahead.
Peter bought the station in 1971 for $75,000 from Lou van derPlate, who named it WLVP when he launched it in 1965. Its format was Christian music, mostly; and it failed. Peter took possession through a new company he called Sussex County Stereo, even though the station remained mono for many years. I often told Peter he should make it stereo, but he insisted on keeping it mono because he believed the station’s weak signal would be made weaker if it were stereo. He had a partial case: the signal-to-noise ratio of stereo signals is worse than mono; but already car radios were getting good at gradually shifting from stereo to mono with weak signals.
Peter didn’t run the station, though. That job went to James Edward Normoyle, whose professional name was Jay Edwards. (That was his handle as a disc jockey when he worked at 1010 WINS, the Top 40 pioneer in New York.) They made an amazing team. Peter was quiet and polite while Jay was loud and brash. Both urged me to push the envelope of my nascent talents, which I did as a jack-of-all-trades at the station. While I was paid to sell ads, I was also news director, part-time engineer and occasional disc jockey.
Back then we were the underdog station in the region, which had long been super-served by WNNJ (now WTOC) in Newton, the county seat. WNNJ was a small daytime-only station at 1360am, but it was an excellent “full service” local institution. Its FM sister, radiating from the same tower near downtown Newton, was WIXL/103.7, which played what was then called “beautiful music” It radiated with plenty of wattage, but the low tower height was actually “below average terrain,” and wasn’t much competition. This was in the days of great radio rivalries, and it was fun to go head-to-head as a newcomer with an old established station.
Our format was “town and country” — a mix of Top 40 and country music. We literally had two stacks of 45rpm records feeding two turntables: one for “town” and one for “country.” It was weird but fun.
Not long after I got there we moved the studio and offices to downtown Franklin, but Peter’s heart was still up on the mountain. That was where Jean Babcock lived. Jean was the station’s most passionate groupie and eventually Peter’s wife. (His obituary below says otherwise, so I don’t know the real story there. Maybe somebody can fill me in.)
In 1974 I moved to North Carolina and went to work for WDNC and WDBS there, and gradually lost touch with most of the WSUS crew. I heard many years later that Jay had died (long after he bought WSUS from Peter for a good price and sold it years later for a better one). Bob O’Brien, another friend from those days, is gone too. So, alas, is Jay. (I wrote about him on my old blog, here.)
Then yesterday I found myself wondering, out of the blue, about Peter. I looked him up and found that my intuition was correct. He died on November 30. Here is the gist of his obituary from the Panama City, Florida News Herald:
Peter Michael Bardach (1929 – 2013)
Mr. Bardach, of Lynn Haven, Fla., and Newton, N.J., died November 30, 2013. Peter Michael was preceded in death by his longtime partner and companion, Mrs. Gene Babcock of Lynn Haven and Franklin, N.J., and his partner Priscilla Miller of Lynn Haven. He leaves behind Priscilla’s children, Brad, Paul, Dusty, Howard, Pat, Barbara, Susan and Lynn.Prior to his retirement in 1993, Mr. Bardach enjoyed a lengthy career in the fields of advertising and broadcasting. He was employed for 25 years by Foote, Cone and Belding in New York, where he served as Senior Vice President Broadcasting. In 1972 he founded WSUS FM in Franklin, N.J., which later expanded into television WUSU Video 8. In 1987 he founded WRBA, Bay 96 Radio, in Panama City, Fla.During his retirement, and up to the time of his death, he was an active volunteer at WKGC Public Radio at Gulf Coast Community College. He produced and broadcast the weekly “Showcase of Show Tunes,” “WKGC On Stage,” “Peter Michael’s Place,” and was co-producer and host for “Emerald Coast Studio.”
I’m glad to know Peter continued to invest his interest in radio, and lived a full long life. My best wishes to all who loved him.
- Former WSUS, WRBA Owner Peter Bardach Dies (allaccess.com)
- Will be missed (NewsHerald.com)
- A community asset who will be missed (NewsHerald.com)
- Higher callings (recalling when I climbed the WSUS tower for a six-pack)
- Looking up for noncommercial radio (cites WSUS’ excellent ratings)
I’d also like to shout out to three good friends from those days: Donna Sooley (née Flory), Stan Olochwoszcz (aka Lee Ryder) and Bob Morris (aka Forrest Greene). The first two (especially Stan) are still on my radar, but Bob has dropped off. He was last heard from on the late WERA in Plainfield, New Jersey. If you’re out there, Bob, get in touch. [Later: he did. We still need to have a long-promised lunch.]
[Later…] Just learned that the great Larry Lujack, a Top 40 disc jockey who played in its peak years for WLS in Chicago, has died. Here’s the first installment of a TV special on Larry, shot back in the biggest-hair era of American History. And here is Eric Rhoads’ tribute — not just to Larry, but to a whole generation of what Eric calls “communicators.” I believe there are more of those than ever now. They’re just not on old-fashioned radio.