WLS a farm-targeted Sears spinoff

On April 19, 1924, WLS Radio in Chicago aired the first National Barn Dance program. It became one of the most popular and longest-running Country and Western radio programs next to the Grand Ole Opry.

To understand why a Chicago radio station would broadcast a country-themed program, you need to explore the origins of WLS radio with Sears, Roebuck and Company.

Sears was founded as a farmers catalog in 1888, and incorporated in Chicago in 1893. In the 1920s, the company did radio advertising and decided to create its own program to broadcast information to farmers.

The first official broadcast at its own Chicago studio was April 12, 1924, with the call letters WLS for World's Largest Store.

The 1925 Sears catalog stated: "WLS was conceived in your interests, is operated in your behalf and is dedicated to your service. It is your station."

While the focus was farm and civic programming, the station also aired popular music, comedies and radio serials.

The National Barn Dance was one of the station's first programs, but when it aired, Sears' management was appalled by the "disgraceful lowbrow music." The listening audience disagreed and sent telegrams telling WLS they wanted more.

The Barn Dance served rural farm audiences, and city dwellers who had come from rural communities. It also appealed to folks who wanted to hear songs from the "good old times."

The Barn Dance continued to grow in popularity, and a live studio audience was added, along with broadcasts being picked up by other stations coast to coast. Tickets were sold out for the live shows eight weeks in advance.

All of the performers were thought of as "family" by the listeners. Popular performers included Rex Allen, the "King of Cowboys" in 1950s films; Gene Autry, who began on WLS in 1930 as the Oklahoma Yodeling Cowboy; the Maple City Four from LaPorte, Ind., who specialized in barbershop harmony and clowning around; and Lulu Belle and Scotty, the Sweethearts of Country Music.

The Barn Dance theme was so successful that the radio program went on the road to date fairs. Local communities, including Antioch and Grayslake, also imitated the format as fundraisers, especially during the Great Depression.

By the 1950s, audience numbers began to dwindle, and in 1957 the National Barn Dance stopped its live performances. The program continued on WLS until the station was sold and switched formats to contemporary music. The Barn Dance found a home on WGN for several years before it went off the air.