In addition to family operations, radio's commercial potential was demonstrated by other pioneers as well. In southern Utah, Leland Perry and Harold Johnson founded KSUB in Cedar City in 1937 with studios located in the Escalante Hotel. Arch L. Madsen, who would later achieve worldwide stature as Bonneville International Corporation's visionary leader, was KSUB's first station manager. Madsen also contributed to broadcasting in Utah's central region. In 1939 he became the first manager of KOVO, Clifton A. Tolboe's Provo station. Madsen also helped form the Intermountain Network, which joined KOVO with KALL, KLO, and KOAL. Frank Carman put Salt Lake's KUTA on the air in 1938. In 1945 George Hatch and Robert and Abrelia Hinckley put KALL on the air. In Vernal, James C. Wallentine put KJAM on the air in 1947. He had to put the complete KJAM operations in the Hotel Vernal because land surrounding the city of Vernal was unavailable and too expensive due to oil speculation.
Recognizing a market interdependence, these Utah broadcast pioneers and others founded the Utah Broadcasters Association in 1952. The UBA has been a unifying force helping to shape the Utah broadcasting industry for more than four decades.