In 1954, the originator of the Make Believe Ballroom program in New York, Martin Block, left WNEW for a new job at ABC Radio. Jerry Marshall took over the show for three years, after which Williams was tapped to host the program. He marked the broadcast as his own, using the distinctive sign-on, "Hello, world", and occasionally identifying himself as "Guilliermo B. Guilliermos" or "Wolfgang B. Wolfgang," although to listeners and friends he was known simply as "Willie B." He combined intimate knowledge of music with his personal anecdotes to create a smooth style that captivated listeners. By 1965 Billboard reported Williams was earning $105,000 a year, tops for the station at that time but slightly less than the other famous Williams, Ted, earned at his baseball peak ($125,000).
Williams developed lasting relationships with the top singers of the Great American Songbook, including Lena Horne and Nat King Cole. Early in his career, he befriended Frank Sinatra when the crooner recorded broadcasts at WNEW. On one broadcast, Williams mused that since Benny Goodman was the "King of Swing" and Duke Ellington was a duke, then Sinatra must have a title as well, suggesting "Chairman of the Board." Sinatra learned of the comment and embraced the title. Later, when interest in standards flagged, Williams persisted in playing Sinatra's music and is credited with a key role in keeping Sinatra's career afloat. Sinatra, to whom loyalty was a key virtue, never forgot Williams and lauded him to any and all who would listen.
Read more about this topic: William B. Williams (DJ)