The "broadcasting station in continuous operation" referred to the ad was a temporary grant with the callsign of "WGAG". (The Marquette University station was WHAD, the Kesselman & O'Driscoll station was WCAY, the Gimbel Bros. station was WAAK, and the University of Wisconsin at Madison station was WHA).
Radio Age, June, 1922, page 33:
Kenosha (Wisconsin) Evening News, June 22, 1922, page 8:
AIR FULL OF RADIO MUSIC
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Badger Air to be Saturated With Wireless Music During Show.
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FOUR LARGE STATIONS
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Milwaukee.--The air in and about Milwaukee, in fact throughout all Wisconsin, will be filled with music every day from 1 p. m. till 10:30 p. m. beginning Wednesday and lasting thru Sunday evening because of the programs arranged for the Wisconsin radio show held at the Auditorium. June 1st to 25th.
Four broadcasting stations, those of the radio show, Kesselman & O'Driscoll, Gimbel Bros., and the University of Wisconsin at Madison have arranged a division of time so that there will be continuous broadcasting without interference end so that the best of concerts and lectures will be sent through the air.
First to Have Stations.
This is the first radio show to have its own broadcasting station. The giant antennae, which is strung 110 feet above the ground, and the counterpoise are the work of the Sorgel Electric company, while the inside installation of the apparatus in the broadcasting room was done by Fred L. Damatin, electrical engineer of the States Radio Corporation of Chicago. It is one of the most powerful sending stations in this part of the country. having a 1000-mile radius at night. The concert programs of the Wisconsin radio show will be under the direction of Howard E. Potter, now manager and personal representative at Mary Garden and formerly representative of Gadski, Melba, Geraldine Farrar and several other famous opera stars. Mr. Potter is one of the best known men in the musical world and will handle the radio show concert, with all the skill of his experience. In addition to this, he will hold complimentary auditions for any singers who wish to take advantage of appearing before Mary Garden's manager.
Is Open to All.
Anyone in Wisconsin with a radio receiving set can take the music out of the air and anyone who attends the Wisconsin radio show in Milwaukee may listen-in free on every sort of radio set from the smallest set in the world, which is made in a stock pin and a finger ring, to the largest and most powerful instrument manufactured.