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WHAT (1340 
kHz The hertz (symbol: Hz) is the unit of frequency in the International System of Units (SI), equivalent to one event (or cycle) per second. The hertz is an SI derived unit whose expression in terms of SI base units is s−1, meaning that on ...
) is a commercial AM
radio station Radio broadcasting is transmission of audio (sound), sometimes with related metadata, by radio waves to radio receivers belonging to a public audience. In terrestrial radio broadcasting the radio waves are broadcast by a land-based radio ...
located in
Philadelphia, Pennsylvania Philadelphia, often called Philly, is the largest city in the Commonwealth of Pennsylvania, the sixth-largest city in the U.S., the second-largest city in both the Northeast megalopolis and Mid-Atlantic regions after New York City. Sinc ...
. The station is owned by VM Broadcasting.


History


Founded as WHAT (1922–1944)

On October 17, 1922, a new Philadelphia radio station was authorized by the government to the Lennig Brothers Co, a radio supply company headed up by Frederick Lennig at 827 Spring Garden Street. Ownership of the station changed twice within a two-year span. In 1939, the
Bonwit Teller Bonwit Teller & Co. was an American luxury department store in New York City, New York, founded by Paul Bonwit in 1895 at Sixth Avenue and 18th Street, and later a chain of department stores. In 1897, Edmund D. Teller was admitted to the par ...
department store replaced The Evening Ledger newspaper as owner; in July 1940, J. David Stern, who published
The Philadelphia Record ''The Philadelphia Record'' was a daily newspaper published in Philadelphia, Pennsylvania from 1877 until 1947. It became among the most circulated papers in the city and was at some points the circulation leader. History ''The Public Record'' ...
newspaper bought the station from Bonwit Teller. At that time, WHAT operated with 100 watts of power.


Banks ownership (1944–1986)

On February 12, 1944, former WIP salesman William Banks purchased WHAT for $22,500 from the Philadelphia Record and became the station's new President. His sister, Dolly Banks, became program director and expanded on the ethnic format while ending time-brokered programming. According to The Philadelphia Inquirer, WHAT was known for innovation. "In 1945, WHAT became the first U.S. radio station to hire a full-time black announcer, the first to program a regular show featuring a black woman as hostess and the first station in the city to hire black newscasters. It also was the first in the nation to feature a black as host of a daily talk show." In 1954, the station moved its studios and transmitters to a new structure at 3930-3940 Conshohocken Ave in Wynnefield Heights and was dubbed "The WHAT Radio Center."


Ownership changes(1986–2007)

In October 1986, Reginald N. Lavong and Miller Parker, owners of Main Line Communications purchased WHAT from Independence Broadcasting for $625,000. The sale included the station's office building and 4.5 acres of land on Conshohocken Ave. Former sister station WWDB-FM was sold to lawyer Ragan A. Henry around the same time. In 1989, the station, now running an African American-oriented talk and Nostalgia format, was sold to Philadelphia radio veteran Cody Anderson. Anderson had been general manager of WDAS-AM-FM and his company "KBT Communications" paid $1.65 million to obtain WHAT. Anderson moved the WHAT offices and studios to North 54th Street near City Line Avenue in nearby Wynnefield. In 2007, WHAT was sold to Marconi Broadcasting, who ended the station's longtime African American-focus. Known for years as the "Voice of the African American Community," all station employees, including hosts Albert Butler, Elmer Smith, and Mary Mason were let go.


New formats (2007–present)

WHAT programmed an "urban talk" format until 2007. From 2004 to 2006, they were an affiliate of
Air America Radio Air America (formerly Air America Radio and Air America Media) was an American radio network specializing in progressive talk radio. It was on the air from March 2004 to January 2010. The network was founded as a left wing alternative to counter ...
and carried several shows from the network. The station was sold in 2006. On January 19, 2007, after stunting with a variety of music ranging from classical pieces to modern hits, the new owners programmed an
alternative rock Alternative rock, or alt-rock, is a category of rock music that emerged from the independent music underground of the 1970s and became widely popular in the 1990s. "Alternative" refers to the genre's distinction from Popular culture, mainstre ...
music format called "Skin Radio". Skin Radio also featured many local musicians and poets. It was seen as a replacement to Y-100, a former modern rock station in Philadelphia. Though no longer on-air, Skin Radio continued, but as an internet-only radio station
skinradio.com
WHAT flipped formats to an adult standards "Martini Lounge" format on August 31, 2007, beginning with a month of
Frank Sinatra Francis Albert Sinatra (; December 12, 1915 – May 14, 1998) was an American singer and actor. Nicknamed the "Honorific nicknames in popular music, Chairman of the Board" and later called "Ol' Blue Eyes", Sinatra was one of the most popular ...
's music. According to thei
website
The All-Sinatra format aired throughout the month of September. After September 30, the station started an Adult Standards format featuring artists including
Michael Bublé Michael Steven Bublé ( ; born September 9, 1975) is a Canadian singer. A four-time Grammy Award winner, he is often credited for helping to renew public interest and appreciation for traditional pop standards and the Great American Songboo ...
,
Harry Connick, Jr. Joseph Harry Fowler Connick Jr. (born September 11, 1967) is an American singer, pianist, composer, actor, and television host. He has sold over 28million albums worldwide. Connick is ranked among the top60 List of best-selling music artists i ...
,
Diana Krall Diana Jean Krall (born November 16, 1964) is a Canadian jazz pianist and singer known for her contralto vocals. She has sold more than 15 million albums worldwide, including over six million in the US. On December 11, 2009, '' Billboard'' maga ...
and their format predecessors like
Tony Bennett Anthony Dominick Benedetto (born August 3, 1926), known professionally as Tony Bennett, is an American retired singer of traditional pop standards, big band, show tunes, and jazz. Bennett is also a painter, having created works under his birth ...
and Peggy Lee. Many have considered it the successor to WPEN's format from 1979 to 2004, even hiring former station D.J.s like Bob Craig and Mike Bowe. On November 17, 2008, WHAT dropped the "Martini Lounge Radio" branding but continued with a similar format. On August 1, 2011, WHAT ceased broadcasting without any announcement, leading to speculation that the station had been sold. One month later, on September 12, 2011 at 12 P.M., WHAT changed their format to Spanish-language music, branded as "El Zol 1340 AM". On September 3, 2018, the station rebranded itself as "Z99.9". On March 19, 2020, WHAT was sold to investor Matthew Braccili and Programmer Victor Martinez. (VM Broadcasting LLC) rebranded as "La Kalle 99.9".WHAT Philadelphia Relaunches as La Kalle 99.9
Radioinsight - March 19, 2020


Previous logos

File:WHAT (AM).jpg File:WHAT Z99.9FM logo.png


References


External links


FCC History Cards for WHAT
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Skin Radio. Internet-Only version of WHAT's previous Modern Rock Format.Broadcast Pioneers of Philadelphia web page
{{Spanish Radio Stations in Pennsylvania HAT (AM) Radio stations established in 1926 HAT (AM)