WOO was an AM band radio station, which was operated by the Wanamaker Department Store in Philadelphia, Pennsylvania, from early 1922 until mid-1928.

History

WOO was first licensed to John Wanamaker on March 18, 1922. The station broadcast from a sound-proof room on the 2nd floor of the Wanamaker Department Store, adjacent to the Egyptian Hall, with the transmitter located on the 11th floor."Radio Broadcasting Station WOO", A Friendly Guide to Philadelphia and Wanamaker's, 1926, page 46. (Six days later, a second Wanamaker station, WWZ, was licensed to the New York City store.)"New Stations", Radio Service Bulletin, April 1, 1922, page 3.

At this time Wanamaker's already had extensive experience in radio, although primarily in point-to-point communication by Morse code rather than broadcasting. In 1911 American Marconi began operating two stations located at the Wanamaker stores in Philadelphia (WHE) and New York City (WHI). Previously Marconi had exclusively operated maritime and ship-to-shore facilities, and these were its first overland installations. The stations were used for Wanamaker's inter-company communication, and were also open to the general public, for sending telegrams between the two cities, in addition to ships along the Atlantic coast."Department Stores and the Origins of American Broadcasting" (dissertation) by Ronald J. "Noah" Arceneaux, University of Georgia, 2007, pages 43-54. In 1914 the New York station was used to conduct radiotelephone experiments,"New York to Philadelphia by Wireless Telephone", The Wireless Age, June 1914, page 725. however the two stations never engaged in general broadcasting, and were operated separately from the later broadcasting stations, WOO in Philadelphia and WWZ in New York City.Arceneaux (2007) page 54.

On December 1, 1921, the U.S. Department of Commerce, in charge of radio at the time, adopted a regulation formally establishing a broadcasting station category, which set aside the wavelength of 360 meters (833 kHz) for entertainment broadcasts, and 485 meters (619 kHz) for market and weather reports."Amendments to Regulations", Radio Service Bulletin, January 3, 1922, page 10. Some of the earliest radio stations were operated by department stores, used to promote the sale of radio receivers. Wanamaker's WOO was one of four Philadelphia department store stations established in the first half of 1922.Arceneaux (2007) pages 81-86. The other three Philadelphia department store stations were WFI (now WFIL, licensed to Strawbridge & Clothier on March 18, 1922); WIP (now WTEL, licensed to Gimbel Brothers on March 20, 1922); and WDAR (now WFIL, licensed to the Lit Brothers on May 20, 1922).

WOO made its debut broadcast on April 24, 1922, which featured two speeches by Gifford Pinchot, who was conducting an ultimately successful gubernatorial campaign, that were separated by a one hour program of "orchestral selections". The next day the Philadelphia Inquirer commented favorably on the Pinchot speeches, stating: "Although the only thing his eyes could see was the box into which he spoke, he visualized the thousands to whom he spoke and put punch and power into every telling point. His voice has excellent carrying quality and telephone messages received during the night told how clearly every word was heard.""Pinchot Delivers Smashing Attack" by Richard J. Beamish, Philadelphia Inquirer, April 25, 1922, pages 1, 3.

WOO was originally licensed for operation on the 360 meter "entertainment" wavelength, in a timesharing arrangement with the other local stations. Within a few months it was authorized to also transmit on the 485 meter "market and weather report" wavelength."Alterations and Corrections", Radio Service Bulletin, September 1, 1922, page 8. In late September 1922 the Department of Commerce set aside a second entertainment wavelength, 400 meters (750 kHz) for "Class B" stations that had quality equipment and programming,"Amendments to Regulations: Regulation 57", Radio Service Bulletin, September 1, 1922, pages 10-11. and WOO was assigned use of this more exclusive wavelength."Alterations and Corrections", Radio Service Bulletin, October 2, 1922, page 7. In May 1923 additional "Class B" frequencies were made available, and one of the Philadelphia allocations, 590 kHz,"Radio Conference Recommendations: New Wave Lengths", Radio Age, May 1923, page 11. Beginning with these assignments radio stations ended the practice of broadcasting market reports and weather forecasts on the separate 485 meter wavelength. was assigned to WOO and WIP (now WTEL) on a timesharing basis."Class B Calls and Waves", Radio Age, June 1923, page 12.

WOO was most famous for its broadcasts of Wanamaker Organ ("The World's Greatest Organ") concerts. Its early schedule also included retransmissions of Naval Observatory time signals sent from station NAA in Arlington, Virginia.Arceneaux (2007) page 296. In 1925 it was one of the stations linked up to a national network that broadcast Calvin Coolidge's inauguration, the first radio broadcast of a presidential inauguration."The First Radio Inauguration" by Otto Wilson, Wireless Age, April 1925, page 65. A store booklet sent to listeners-in titled Broadcasting the World's Greatest Organ reported that "Wanamaker radio organ parties are given in homes in Porto Rico on broadcasting evenings; the great instrument has been heard in Berkeley, California; it is a delight to “listeners in” in trading posts along Hudson’s Bay...."

Wanamaker's eventually determined that the cost of running a radio station exceeded its benefits. The New York City station, WWZ, was shut down in the fall of 1923. Rodman Wanamaker died in March 1928, with his will placing the affairs of the store in the hands of a board of directors. It was then announced that as of June 1, 1928, WOO was also suspending operations. Station manager Charles Dryden released a statement noting that: "Investigations made by special inquiry among radio listeners during the past two years have revealed that broadcasting is not helping the store in general or in an advertising way, hence our decision to discontinue operations indefinitely.""Here and There", Radio Broadcast, August 1928, page 197. He also noted that: "However, we will, by actually stopping broadcasting, be able to determine by test if the public is in favor of our return to the air. Our equipment and installation will remain intact for the present.""Wanamaker Station Signing Off Today", Camden (New Jersey) Morning Post, June 1, 1928, page 23. Because WOO had not yet been officially deleted, on November 11, 1928, it was reassigned to 1500 kHz as a low-powered "local" station, sharing time with Philadelphia-area stations WALK, WPSW and WHBW,"Revised list of broadcasting stations, by frequencies, effective 3 a. m., November 11, 1928, eastern standard time", Second Annual Report of the Federal Radio Commission (June 30, 1928), page 214. as part of a major reallocation implemented by the Federal Radio Commission's General Order 40. However, the station never resumed operations, and it was formally deleted on February 20, 1929."Strike out all particulars", Radio Service Bulletin, February 28, 1929, page 13.

See also List of initial AM-band station grants in the United States

Notes

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