Veteran signs his book, ‘The Death of Black Radio’
By Bill Beene
Of the St. Louis American
Several folks showed up and tuned in to pioneering radio veteran Bernie Hayes pronounce black radio dead Saturday at the Vaughn Cultural Center.
Hayes, a veteran radio personality, who is credited with introducing the fusion of music and talk radio to St. Louis was discussing and signing his book The Death of Black Radio.
While many of Hayes’ past and fellow radio voices attended, conspicuously missing were the new generation of jocks, DJs and personalities.
Hayes explained in a follow-up interview that younger jocks probably weren’t absent out of disrespect, but rather his 11-year absence from St. Louis radio.
Hayes excused contemporaries and personalities like Lou “Father” Thimes, who couldn’t make it, but jabbed that some not in attendance “probably contributed to the death of black radio.”
Hayes also extended eulogies to influential personalities like Wiley Price Sr., St. Louis’s first African American on-air personality.
The discussion and signing wasn’t all talk. Upon entry into the Vaughn an exhibit of photos, artifacts, keepsakes and awards sang Hayes praises, memories and accomplishments.
“I used to listen to Bernie in the day, then Bob Law (a nationally syndicated talk radio host based in New York) at night,” said former radio host and writer James Ingram.
“Bernie would say things that others wouldn’t and he knew how to say it. When they took him and Bob Law off that was the death of black radio,” Ingram said.
In his book’s conclusion, Hayes notes how black radio pioneers who suffered restrictions (because of racism) achieved a series of firsts and took part in a revolutionary movement that educated, liberated and stimulated their community and listeners.
And while he says the “powers that be” approach and dictate black radio with commercial-driven cultural recklessness, he writes that he, “Hopes the current group of hip-hop and urban announcers adhere to the strict ethical standards the pioneers set.”
Hayes said the opportunity for them to step up is there, explaining that, “It’s a matter of having an outlet. People are begging for it, but it’s falling on death ears.”
In his day, Hayes is credited with fusing music with useful information. Doug Eason, who Hayes began working with at KATZ in 1965, later became GM and allowed Hayes to start a talk show.
During that time Hayes said black radio was a survival unit for the entire community.
“We cared and wanted to uplift people instead of doing Amos and Andy and disrespecting women and other groups,” Hayes said.
Hayes said black radio today also neglects the 50 and over crowd, people who he said would love to hear old school artists like Dinah Washington, the Ink Spots and Lena Horne.
That’s what he would present if he were on-air today: historical music, today’s music and talk and information. Hayes, one day, even played the black national anthem.
Hayes said he gets tired of people telling him they wish he were back on air, but he explained that no one is going to hire him because he is blacklisted.
Hayes’ on-air career spans 50-plus years, from 1955 to 1995. He has been a TV, radio, print journalist, recording artist and manager.
He was recently presented with a resolution from the St. Louis Aldermanic Black Caucus, a gesture he said made him proud.
His book is available in local bookstores.
