Cardinal Nation - Historical Background

Historical Background

Major League Baseball experienced a half-century of stability from 1902 through 1952, during which no franchises moved and none were established or closed. During this time, The St. Louis Cardinals were the westernmost and southernmost major league franchise, and so geographically closest to anyone living southwest of a line stretching approximately from Savannah, Georgia through midstate Illinois into the Dakotas, which area encompasses much the greater portion of the United States. (The Cardinals shared this distinction with the St. Louis Browns, but the Browns were generally less successful and less popular.)

Although some franchises were established at the outer periphery of this area beginning in the 1950s (The Braves in Milwaukee in 1953, teams in California beginning in 1958, the Twins in Minneapolis in 1961) it was not until the establishment of the Houston Colt .45s in 1962, and more importantly the shift of the Braves to Atlanta in 1966 and the creation of the Kansas City Royals in 1969 that significant inroads into this market began. (And the Browns left St. Louis after 1953, ending whatever competition they offered for this fan base.)

During this period (1902 to 1962 and to some extent later) when the Cardinals were the closest team to a vast geographical area, baseball became definitely established as America's national pastime and by far its premier professional sport, commercial radio broadcasting -- including broadcasting of baseball games -- was instituted and became commonplace, and broadcasting at night and on television began. Also during this period the population of the Cardinals' mediashed grew considerably, even compared to the rest of the United States (the mean center of United States population moved from Indiana to the approximate location of St. Louis during this time).

During the core of this period the Cardinals were generally successful on the field, winning two league titles in the 1920s, three in the 1930s, and four in the 1940s. And in the latter part of this period, the Cardinals' games were broadcast on the 50,000-watt clear-channel radio station KMOX, which has the power to reach the entire continental United States at night.

All these factors combined such that for most of the 20th century the Cardinals' listening audience, and consequently fan base, extended throughout the American south and deep into the plains and Rocky Mountain states, a state of affairs that, although diminished, has persisted into the 21st century to some degree.