A onetime radio staple that’s gone now is the homemaker show. In a midday time slot, a female host (occasionally with a male sidekick/producer/board operator) would conduct a program aimed at women: about cooking and sewing and crafting and gardening and child-rearing and whatever other subjects might plausibly interest the stay-at-home wives/mothers/grandmothers who made up the audience. Such programs were born in the earliest days of radio and thrived from the 50s through the 70s. They became less important as more women began working outside the home, and by now I’m guessing you’d have a hard time finding one. But in their heyday, such programs were a very big deal. This 1954 radio ad for the Neighbor Lady show on WNAX in Yankton, South Dakota, is a good indication of the power such a show could have, especially on a station with a big signal. (There were similar shows on TV as well.)
When I got to KDTH in Dubuque in 1979, its homemaker show, Cracker Barrel, was hosted by Betty Thomas. Betty, who died in 2013, is a member of the Iowa Broadcasters Association Hall of Fame. She started in radio helping her broadcaster husband, who was going blind, by operating his control board and reading copy into his ear, which he would repeat on the air. In 1966, she took over Cracker Barrel, and would host it for nearly 30 years.
During my time at KDTH, the show was an empire. The phone lines would fill up every morning with listeners who had questions, comments, recipes to share, or advice to give, and the show had a massive mailing list that waited for Betty’s regular newsletter. Cracker Barrel was interactive media before interactive media was cool. When Betty read a recipe, she carefully paused after each ingredient or instruction, and it was easy to visualize dozens or hundreds of pencils scratching down each step. Certain recipes were perennials, and she’d feature them year after year. Sometimes she’d have guests in the studio, but most often it was just Betty, talking about topics she knew her audience would find interesting. The show, crowded with commercials, made a ton of money. Next to Gordon Kilgore, the veteran newscaster I’ve written about before, Betty was the station’s most recognizable personality.
Last year I introduced you to George Lipper, the general manager of KDTH when I worked there, who later hired me to work at stations he bought in Macomb, Illinois. George wanted to turn the AM station into a KDTH-style full-service station, and one of the elements he wanted to replicate was Cracker Barrel. I was skeptical about whether such a thing could be created from scratch in the middle of the 1980s, but George was resolved to try. I wasn’t involved much in the planning of the show or the hiring of the host. Somehow, the station found Debbie, thirtysomething, with a home-economics degree, fairly articulate and not frightened off by the entire concept. And sometime in 1985, we put the show on the air.
Here’s the thing about talk radio: if nobody calls, you, the host, have to keep talking regardless, make it interesting, and entice people to join the conversation. And in the early days of what we also called Cracker Barrel, nobody called. The first shows were brutal, but over a period of weeks, the show got a little better once people discovered it. But we noticed something about Debbie after a while. She was oddly reluctant to offer her opinions on much of anything. She was happy to read recipes and other source materials, but if she had trouble simply conversing with the callers, even on the most innocuous of subjects. She would hem and haw and ultimately say very little. We finally figured out it was because her husband listened to the show every day and critiqued it every night, and the net effect was that no matter what we told her at the office, she became afraid to express herself for fear of getting a bad review at home.
I may have been the sidekick/producer/board operator in those early days, but I don’t think it was a regular gig for me; at 30 years’ distance, I simply can’t remember anymore. And I can’t recall how long the show lasted; I’m fairly sure it was no more than a few months. Our rebooted Cracker Barrel was an anachronism in 1985, as I suspected it might be. Every now and then the green radio man I was back then turned out to be right.