Mutual Broadcasting System

The Mutual Broadcasting System (commonly referred to simply as Mutual; sometimes referred to as MBS, Mutual Radio or the Mutual Radio Network) was an American commercial radio network in operation from 1934 to 1999. In the golden age of U.S. radio drama, Mutual was best known as the original network home of The Lone Ranger and The Adventures of Superman and as the long-time radio residence of The Shadow. For many years, it was a national broadcaster for Major League Baseball (including the All-Star Game and World Series), the National Football League, and Notre Dame Fighting Irish football. From the 1930s until the network's dissolution in 1999, Mutual ran a respected news service along with a variety of lauded news and commentary programs. In the 1970s, Mutual pioneered the nationwide late night call-in talk radio program, introducing the country to Larry King and later, Jim Bohannon.

In the 1970s, acting in much the same style as rival ABC Radio had splitting their network in 1968, Mutual launched four sister radio networks: Mutual Black Network (MBN) (initially launched as "Mutual Reports Network" (MRN)), which still exists today as American Urban Radio Networks (AURN); Mutual Cadena Hispánica (MCH, or in English, "Mutual Spanish Network", MSN, abandoned in 1973); regional outlet Mutual Southwest Network (MSWN, retired in 1983); and Mutual Progressive Network (MPN; later re-branded "Mutual Lifestyle Radio" (MLR) in 1980, then retired in 1983).

Of the six national & four major networks of American radio's classic era, Mutual had for decades the largest number of affiliates but the least certain financial position (though it didn't prevent Mutual from expanding into television broadcasting after World War II, as NBC, CBS and ABC did, but it meant Mutual's attempt was short-lived). For the first 18 years of its existence, Mutual was owned and operated as a cooperative (a system similar to that of today's National Public Radio (and its television counterpart, the Public Broadcasting Service)), setting the network apart from its corporate-owned competitors. Mutual's member stations shared their own original programming, transmission and promotion expenses, and advertising revenues. From December 30, 1936, when it debuted in the West, the Mutual Broadcasting System had affiliates from coast to coast. Its business structure would change after General Tire assumed majority ownership in 1952 through a series of regional and individual station acquisitions.

Once General Tire sold the network in 1957 to a syndicate led by Dr. Armand Hammer, Mutual's ownership was largely disconnected from the stations it served, leading to a more conventional, top-down model of program production and distribution. Due to the multiple sales of the network that followed, Mutual was once described in Broadcasting magazine as "often traded". After a group that involved Hal Roach Studios purchased Mutual from Hammer's group, the new executive team was charged with accepting money to use Mutual as a vehicle for foreign propaganda on behalf of Rafael Trujillo's dictatorship in the Third Dominican Republic, while the network suffered significant financial losses and affiliate defections. Concurrently filing for Chapter 11 bankruptcy and selling twice in the span of four months for purposes of raising enough money to remain operational, the network's reputation was severely damaged but soon rebounded under its succeeding owner, 3M Company. Sold to private interests in 1966 and again to Amway in 1977, Mutual purchased two radio stations in New York and Chicago in the 1980s, only to sell them after Amway's interest in radio broadcasting began to wane. In 1985, Radio syndicator Westwood One acquired Mutual and in 1987, the NBC Radio, gradually assimilating both network's operations. Westwood One finally retired the Mutual name in April, 1999.

Attempts at establishing cooperatively owned radio networks had been made since the 1920s. In 1929, a group of four radio stations in the major markets of New York City, Chicago, Cincinnati, and Detroit organized into a loose confederation known as the Quality Network. Five years later (in 1934), a similar or identical group of stations founded the Mutual Broadcasting System. Mutual's original participating stations were WOR in Newark, New Jersey, just outside New York (owned by the Bamberger Broadcasting Service, a division of R.H. Macy and Company; in 1949, WOR-TV would begin broadcasting and Bamberger would be renamed General Teleradio, due to General Tire & Rubber's increased investment in the TV station), WGN in Chicago (owned by WGN Inc., a subsidiary of the Chicago Tribune), WXYZ in Detroit (owned by Kunsky-Trendle Broadcasting), and WLW in Cincinnati (owned by the Crosley Radio Company). The network was organized on September 29, 1934, with the members contracting for telephone-line transmission facilities and agreeing to collectively enter into contracts with advertisers for their networked shows. WOR and WGN, based in the two largest markets and providing the bulk of the programming, were the acknowledged leaders of the group. On October 29, 1934, Mutual Broadcasting System, Inc. was incorporated, with Bamberger and WGN Inc. each holding 50 percent of the stock—five each of the ten total shares.

The three national radio networks already in operation—the Columbia Broadcasting System and the National Broadcasting Company's Red and Blue—were corporately controlled; programming was produced by the network (or by advertising agencies of program sponsors that purchased airtime on the network) and distributed to affiliates, most of which were independently owned. The Mutual Broadcasting System, on the other hand, operated as a true cooperative enterprise, with members creating and sharing programming. The majority of the early programming, from WOR and WGN, consisted of musical features and inexpensive dramatic serials. WOR had The Witch's Tale, a horror anthology series whose "hunner-an'-thirteen-year-old" narrator invited listeners to "douse all [the] lights. Now draw up to the fire an' gaze into the embers ...gaaaaze into 'em deep!... an' soon ye'll be across the seas, in th' jungle land of Africa ... hear that chantin' and them savage drums?" WGN contributed the popular comedy series Lum and Abner. Detroit's WXYZ provided The Lone Ranger, which had debuted in 1933 and was already in demand. It is often claimed that Mutual was launched primarily as a vehicle for the Western serial, but Lum and Abner was no less popular at the time. What WLW brought was sheer power; billing itself as "The Nation's Station", in May 1934 it had begun night broadcasting at a massive 500,000 watts, ten times the clear-channel standard.

On May 24, 1935, the network aired its inaugural live event—the first-ever night baseball game, between the Cincinnati Reds and the Philadelphia Phillies. In September, WXYZ dropped out to join NBC Blue, though contractual obligations kept The Lone Ranger on Mutual, airing three times a week, through spring 1942. The hole in the Detroit market was immediately filled by CKLW in Windsor, Ontario, just across the river. In October, the network began a decades-long run as broadcaster of baseball's World Series, with airtime responsibilities shared between WGN's Bob Elson and Quin Ryan and WLW's Red Barber (NBC and CBS also carried the series that year; the Fall Classic would air on all three networks through 1938). Mutual broadcast its first Notre Dame football game that autumn as well, beginning another relationship that would last for decades. As an income-generating business, the Mutual network was a modest endeavor at the start: in the first eleven months of 1935, the cooperative garnered $1.1 million in advertising, compared to NBC's $28.3 million and CBS's $15.8 million.

In the fall of 1936, Mutual lost another of its founding members when WLW departed. The network, however, was in the midst of a major expansion: the first outside group of stations to sign on with Mutual was John Shepard's Colonial Network with its Boston flagship station, WAAB, and thirteen affiliates around New England. There was good reason for this affiliation: Shepard had been involved with the founding of Mutual, and served on its board of directors. Cleveland's WGAR also became an affiliate, albeit a dual one, as they also held a primary NBC Blue hookup. WGAR was joined by five other Midwestern stations: KWK in St. Louis, Mo.; KSO in Des Moines, Iowa; WMT in Cedar Rapids, Iowa; KOIL in Omaha, Neb.; and KFOR in Lincoln, Neb. The big prize came in December, when the Don Lee Network, the leading regional web on the West Coast, left CBS to become a central participant in Mutual. Don Lee brought its four owned-and-operated stations—KHJ in Los Angeles, KFRC in San Francisco, KGB in San Diego, and KDB in Santa Barbara—along with six California affiliates and, via shortwave hookup, two more in Hawaii. Mutual now had a nationwide presence. During 1936, as well, an offer by Warner Bros. to purchase the network was apparently made and rejected.