The Oregonian was Oregon’s largest newspaper and it was fair

common for newspapers to launch a radio station in 1922 (when KGW

signed on) in an attempt to get in “on the ground” as the new radio

industry emerged. Once the idea of launching a new program had

been advanced, Haller sought out Charles F. Berg, an amateur

theatrical performer better known as the owner of Charles F. Berg’s,

a Portland women’s apparel store. Frank Sardam, an insurance agent

with a background in amateur theatre, joined Berg in that

conversation. The invitation to Berg and Sardam likely stemmed from

theatrical “frolic” performances which Berg, Alan “Punch” Green and

others had previously presented for the Portland Advertising

Federation which had just presented its most recent “Follies”

production in which Portland’s most prominent businessmen had

participated.

Early in January 1923, Callvert, Berg (and likely

Haller) met in Piper’s office to brainstorm the

program’s concept and then ensnared a cadre

of others to join them in writing and

performing it. Capitalizing upon the “sense of

belonging”, they decided to stylize KGW’s

offering as a club or lodge. From a radio

station’s standpoint, Haller’s “fraternity” idea

had value. It was decided early that one

element of a membership application was a

commitment to “attend” the group’s weekly

meetings Having decided upon a late night time

slot, KGW took ownership of the name by using its call letters to join

the owls’ supposed penchant for wisdom to the station’s call letters --

thus producing the Keep Growing Wiser Order of Hoot Owls, the

program’s official name.

The Hoot Owls’ first broadcast occurred on Monday, January 29, 1923

and consisted of the best Portland Ad Club “Follies’” numbers with

Portland mayor George Baker, Piper and others participating.

Listeners were invited to send in requests, comments, suggestions and

membership.