CBS Radio, a venerable institution in American broadcasting, has undergone a remarkable evolution since its inception. From its early days as United Independent Broadcasters in 1927, through its transformation into the Columbia Broadcasting System under William S. Paley, the network experienced periods of immense growth and influence. It navigated the challenges of wartime, the rise of television, and significant corporate restructuring, ultimately
leading to its sale in 2017, marking the end of an era for one of the original "Big Four" radio networks.
Early Foundations and Paley's Vision
The network's origins trace back to January 27, 1927, as United Independent Broadcasters. After a brief period as the Columbia Phonographic Broadcasting System, it was acquired by William S. Paley in 1928 and renamed the Columbia Broadcasting System. Paley's strategic acumen quickly put the network on a firmer financial footing. He secured a significant investment from Paramount Pictures in 1929, though this partnership was short-lived due to the stock market crash. Paley's innovative approach to affiliate relations, offering sustaining programs for free while paying stations for sponsored content, rapidly expanded CBS's reach and affiliate count, surpassing NBC's networks.
The 1930s saw CBS prosper, with gross sales tripling in Paley's first year. By 1937, the network boasted 114 affiliates, nearly all clearing 100% of network-fed programming. This period also saw CBS establish an independent news division in 1934, a move to reduce reliance on external news suppliers. The network's programming strategy included a mix of music, comedy, and variety shows in primetime, and highly successful daytime programs targeting women, which proved to be a boon for advertisers of female-interest products.
Wartime Zenith and the Rise of Television
The 1940s represented the zenith of network radio, with CBS benefiting from increased advertising revenue, partly due to wartime paper rationing limiting print ads and a 1942 act making advertising expenses a tax benefit. The war permeated programming, with patriotic themes and characters joining the service. In 1947, Paley orchestrated a famous "talent raid" on NBC, luring away top stars like Jack Benny, Edgar Bergen, and Burns and Allen with lucrative contracts, which helped CBS surpass NBC in ratings by 1949.
However, the emergence of television began to challenge radio's dominance. While radio remained strong in areas without television, many stars and programs gradually transitioned to the new medium. By 1956, CBS acknowledged that its radio operations were losing money, while television was profitable. Primetime radio programming ceased by September 1962, with the final broadcasts of *Yours Truly, Johnny Dollar* and *Suspense*. Post-1972, long-form programming on CBS radio ended, replaced by hourly news summaries, news features like *Dimension*, and commentaries such as *Spectrum*.
Corporate Restructuring and Final Sale
Although CBS's involvement in radio dates back to 1927, the most recent radio division was formed by the 1997 acquisition of Infinity Broadcasting by CBS owner Westinghouse. Westinghouse, which had acquired CBS Inc. in 1995, later changed its name to CBS Corporation and reorganized all its radio properties, including its own Group W stations and Infinity Broadcasting, under the Infinity Broadcasting Corporation name. In 2000, CBS Corporation merged into Viacom. In 2005, Viacom spun out its motion picture and cable television assets, with the remaining entity becoming the second CBS Corporation, and Infinity Broadcasting was reorganized as CBS Radio.
CBS Radio was the last radio group tied to a major broadcast television network, as NBC divested its radio interests in the 1980s and ABC sold its division in 2007. Starting in 2008, CBS Radio began paring down its station holdings, particularly in mid-sized markets and those without synergistic television stations. This process included selling numerous stations and engaging in station swaps. On November 17, 2017, CBS Radio was sold to Entercom (now Audacy, Inc.), making it the last of the original "Big Four" radio networks to be owned by its founding company, thus concluding its long and storied history under CBS ownership.
