If one person can be called the most influential person in radio broadcasting in the Southeast in modern times, it would have to be Elmo Ellis. In his years working with WSB in Atlanta (1940 through 1982), Elmo Ellis was a man who recognized that radio had two roles. Yes, radio was a business but radio also had a responsibility to inform and guide listeners. In his roles as program director and later as the General Manager of WSB, he balanced those two roles to preserve WSB’s position as a dominant source of news and information – while also providing listeners with memorable entertainment programs. Those programs did not fit into one specific format. Instead, WSB became known as a source of variety programs with something for everyone. Elmo Ellis also would develop innovative concepts such as reporters covering events live every day as they happened and 24-hour live local news and weather. Today, we accept these aspects of radio as common (although they appear to be disappearing as radio morphs into a series of pre-taped network shows). It is important to remember than when Elmo Ellis began adding them to WSB in the 50’s and 60’s, they were new and revolutionary. Other radio stations would later add these features. Elmo Ellis invented them. Later, he would experiment with allowing on-air personalities to take phone calls and discuss issues with ordinary listeners. It was an idea that later would blossom into today’s talk radio formats.
This era was also a time when Elmo Ellis spoke out in a series of editorials that guided Atlanta listeners through changing times. His unflinching support for civil rights and his vision of a city that could be an economic beacon for the country were revolutionary concepts in the early 1960’s. Mr. Ellis realized that WSB Radio could influence people and he used his series of editorials to help guide the city’s residents to live up to the reputation as the city too busy to hate. He galvanized support for the programs needed to support economic expansion that allowed Atlanta to surpass all other cities in the South to become the economic capital of the region.
No event would be as trying for Elmo Ellis as the 1968 assassination of Atlanta civil rights leader Dr. Martin Luther King, Jr. As other cities saw riots and the burning of buildings, Atlanta remained quiet. The primary beacon of communication was WSB Radio, where Elmo Ellis had assembled some of Atlanta’s top religious leaders to sit before WSB’s microphones to urge calm and peace. Atlanta got through the tragedy with no major problems thanks to those broadcasts. Mr. Ellis never asked for any recognition of his role in keeping the peace. Perhaps now in reflection, he can be given the credit he deserves and the thanks of a grateful city.
It is fitting that when Georgia Trend magazine came up with a list of the 100 most influential people in the modern history of Georgia, Elmo Ellis was on the list. He has won every award that a broadcaster can win(Pictured above accepting the Peabody Award in 1966). Above all that, Elmo Ellis has won the respect and love of all those who worked for him. He helped to shape the careers of great radio and TV broadcasters. This web site is pleased to list him first among the major figures that shaped what is recognized as one of the greatest radio stations in history – Atlanta’s WSB – 750AM. |