Did you know WPAL-AM’s history is richer than you might think? Standing before this very spot you are close to where WPAL-AM once broadcast. This wasn’t just any radio station. It held a special place in Charleston’s heart. It was a powerful voice. A voice for the African-American community.
WPAL-AM signed on the air in 1947. It chose the call sign WPAL because South Carolina is known as the Palmetto State. Initially a daytimer it could only broadcast during the day. It operated at 1000 watts. It had to go off the air at night. The station was owned by Palmetto Broadcasters. Their address was 149 Wentworth Street.
Later WPAL-AM became Charleston’s first radio station aimed at African Americans. It played R&B during the week. On Sundays it played urban gospel. This made it a vital part of the community. It provided music and information. It helped build unity and pride. William Saunders bought the station in 1985. He had been a part-owner since 1971. In 1994 he added 100.9 WPAL-FM expanding its reach.
In 1998 Saunders sold both WPAL-AM and WPAL-FM to Clear Channel Communications. This marked a major change for the station. Clear Channel renamed the AM station WSCC. It was known as WSC. Its format shifted to talk radio. It aired many nationally syndicated programs.
The station’s popularity fluctuated. In 2002 WSC beat rival talk station WTMA in the early afternoon ratings. This was thanks to The Rush Limbaugh Show. WSC had taken the show from WTMA. WTMA remained stronger in other time slots.
Later WLTQ adopted various formats. These included progressive talk adult standards and Latin pop. In 2011 WLTQ became a Catholic talk station. It largely airs programming from EWTN Radio. This illustrates the station’s remarkable evolution. It changed significantly over the years. It still stands as a testament to Charleston’s rich broadcasting history.
Today the legacy of WPAL-AM lives on. Its impact on Charleston’s African-American community is undeniable. It played a major role in shaping the city’s cultural identity. It also shows the dynamism of radio in the city. So remember this story as we continue our journey.