Rogers, W. D., Jr.

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W. D. Dub Rogers was one of the pioneers of the television industry, as well as Mayor of Lubbock, Texas from 1966 to 1970. He was born on August 8, 1921 in Waco, Texas. Interested in music, he worked his way through Baylor University as a dance orchestra leader, and majored in business administration. He also attended the C. G. Institute for Management and Marketing. Rogers worked for the C. G. Conn Company as a musical instrument salesman before joining the Army Air Force in 1942. Rogers was stationed in Dallas, Texas, during World War II. After the war, Rogers moved to Lubbock, Texas, where he was a salesman for a soft-drink company. In 1949, he moved to San Antonio, where he helped to found a television station, KEYL-TV. He served as vice-president of the station until it was sold in 1952, and established Texas Telecasting, Inc. the previous year.

In 1952, he moved back to Lubbock, and founded another television station, KDUB-TV, which went on the air on November 13, 1952. KDUB-TV, now known as KLBK-TV, was the first television station between Los Angeles and Fort Worth to begin broadcasting. KDUB-TV was also the first station to open in a medium-sized market in the world. This had the effect of prompting other broadcasting companies to open stations in the hitherto-neglected small and medium markets. Rogers also opened television stations in Abilene-Sweetwater (KPAR-TV), Big Spring (KEDY-TV), and Clovis, New Mexico (KVER-TV). These stations comprised the West Texas Television Network, the first regional network in the United States. Rogers was elected the first president of the Society of Television Pioneers, as well as chairman of the board of the National Association of Broadcasters, and was one of the early members of the Television Association of Broadcasters. He helped to draft the Television Code, a code of ethics that television broadcasters adhered to during the early days of television. One of his other innovations was the idea of automatic program logging, which he developed in collaboration with IBM.

In 1953, Rogers retired from daily service in the television industry to pursue other business and personal interests. One of these interests was Rogers and Associates, Business and Marketing Consultants. Another was his term as Mayor of Lubbock. Elected on a write-in candidacy, he ran again in 1968 and won. He served as Mayor during one of the most difficult periods in American history, and decided not to run again in 1970. In recognition of his great contribution to television, he was inducted into the Mass Communications Hall of Fame at Texas Tech University on February 27, 1986. Rogers passed away on September 27, 1993, at the age of 72.

From the guide to the W. D. Dub, Rogers Jr. Papers, S 1253. 1., 1949-1990 and undated, (Southwest Collection/Special Collections Library, Texas Tech University)

Archival Resources
Role Title Holding Repository
creatorOf W. D. Dub, Rogers Jr. Papers, S 1253. 1., 1949-1990 and undated Southwest Collection/Special Collections Library, Texas Tech University,
Role Title Holding Repository
Relation Name
associatedWith Blackwell, Bill person
associatedWith Carr, Waggoner person
associatedWith Connally, John Bowden, 1917- person
associatedWith Johnson, Lyndon B. (Lyndon Baines), 1908-1973 person
associatedWith KDUB-TV (Television station : Lubbock, Tex.) corporateBody
associatedWith Lubbock Chamber of Commerce corporateBody
associatedWith Mahon, George Herman, 1900-1985 person
associatedWith Murray, Grover E. (Grover Elmer), 1916- person
associatedWith Smith, Preston, 1912- person
Place Name Admin Code Country
Lubbock (Tex.)
Municipal government--Texas
Television broadcasting
Television and politics--United States--History


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