‘Rockin’ Bird’ ends flight

Radio personality Joe Niagara, who helped introduce rock ‘n’ roll to Philadelphia during a career that spanned seven decades, died of heart failure Friday following cancer surgery at Bryn Mawr Hospital. He was 76.

The disc jockey had been battling bladder cancer the last few years, but remained a trouper, staying on the air until 2002.

"Joe’s level of professionalism was superb and he was always focused on the music," said Bob Craig, program director for WPEN 950-AM, where Niagara worked for the last 25 years of his career.

But it all started much earlier for "The Rockin’ Bird" — the nickname the DJ earned for slipping the records of Elvis Presley, Chuck Berry and Fats Domino among the standards he played.

Niagara, one of 10 children raised atop his father’s barbershop at 10th and Oregon, hit the airwaves fresh out of the Army in 1947. Then just 19, he pursued his childhood dream of being on the radio by knocking on the doors of every studio in town. Performing odd jobs at WDAS-AM, he worked his way up to his on-air gig.

Doris Day and Frank Sinatra owned the top tunes of the time. Niagara admitted falling for Day when she visited the former Earle Theatre at 11th and Market. He eventually befriended the era’s most famous blonde.

Niagara moved on to WIBG 99-AM in 1949, where he earned the "Rockin’ Bird" moniker. He even had a successful stint at KBIG in Los Angeles, but couldn’t resist the city that loved him, so he returned to Philadelphia in 1962, after just two years away. Niagara’s familiar voice was heard on many shows he hosted on WIBG, WDAS, WCAU-AM/FM, WFIL-AM and WIFI-FM.

In 1977, Niagara joined WPEN in Philadelphia. He delighted audiences with his Top-40 play list and the occasional standards mixed in throughout the day.

In 1980, Niagara made the Guinness Book of World Records for playing 500-plus consecutive versions of Stardust.

He retired as a full-time disc jockey in July 1999 to spend more time with his grandchildren and the rest of his family, but continued to work at WPEN part-time until 2002.

Niagara worked more than 13,000 days and spun 700,000 records during his prolific career.

"Joe brought us a lively connection to the music and to the stars like James Darren, Bobby Rydell and many of the Bandstand people," said program director Craig.

Niagara, who hosted record hops with Darren, Dick Clark and Frankie Avalon in the American Bandstand days, enjoyed a staying power that will endear him to fans for years to come, Craig predicted.

"He will be remembered for his jokes and interplay with [fellow DJ] Glenn Barton, and all of his great celebrity interviews," he said.

Niagara is survived by his wife Evelyn, seven brothers and sisters, his son Joseph Niagara 3d, daughter-in-law Katherine and three grandchildren.