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DOROTHY EDWARD BRUNSON [[/caption]]

INNER CITY BROADCASTING CORPORATION

NEW YORK'S MOST SUCCESSFUL BLACK-OWNED BUSINESS 

As owners of the two most important radio stations in the largest Black market in the country, the shareholders and staff of Inner City Broadcasting Corporation have made a new kind of history. Inne [[Inner]] City, totally Black-owned, has quickly achieved and carefully maintained a leadership role in the greater New York community, both Black and white. This is not only because of innovative programming and broad community service, not only because of the good press and excellent opinion held both generally and in the trade - but because the management of Inner City has consciously chosen to be visible and responsive to its leaders. News, music, satff, [[staff]] all are geared to show the best of the Black community in terms of achievement.

With the improvement of economic and educational opportunities within the Black community, it is inevitable that cultural changes occur. The programming of WBLS, which, although based in rock and soul includes some reggae, salsa, the top level of contemporary white singers, even some country and western and other sounds, is the new "urban" sound that is catching on, not only in the Black community, but wherever style leaders and young movers congregate. WBLS is being copied in other cities, like Chicago, Los Angeles and Detroit.

Inner City took over the AM station in 1971 and signed an option with then owner, Harry Novick, to buy WLIB/FM. Both stations were then Black-oriented and considered cultural bellwethers in Harlem. After the WLIB takeover, Novick, because of the separation, renamed the FM station WBLS for (Black sound). When Inner City was able to exercise its option in 1973, the musical range of the station was programmed to appeal to other groups than Black.

Inner City stockholders represent a cross section of the Black population in New York: from doctors and lawyers and teachers to blue collar workers and housewives. 

The two stations were purchased for $3,100,000 and today the company is valued at $15 million.

"Today, there are two distinct station images," explains Pepe Sutton, president of Inner City.

"WLIB/AM is the only radio station in the country that reaches out to a West Indian audience. News, music, djs are West Indian oriented.

WBLS, the number one FM station in the country, on the other hand, reaches a broad spectrum of young, active, seeking men and women ... mostly in the 18-34 category which is most attractive to the advertisers and potential sponsors. 

WBLS, with its advertising time sold out, has taken firm positions against exploitation of Blacks: offensive commercials, stereotypes, bad language, bad grammar, exaggerations of how whites think Blacks talk ... all taboo.

"Let's face it. We get the same music sent us as do the other stations in New York. It is just a matter of how we present it. 'Soul Radio' had long ago become a source of discomfort to many Blacks because it projected a negative stereotype to the country at large. Our determination to "clean up" the Black image made it possible for a broader audience to accept and enjoy so-called Black music."

"Not only," says Pepe Sutton, "is this a matter of taste, it is a matter of our corporate commitment to raise the level of Black perception, to develop pride and to educate."

Sutton feels that this close attention to the company's basic philosophy is responsible for the success of both stations.  

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