Joe L. Floyd
The story of Joe L. Floyd reads like it was made for the big
screen. The young theater usher who would be chairman of the
board. From taking care of customers in a theater balcony
to overseeing a communications and entertainment empire serving
almost 200 communities. Joe’s story, like the man, is
truly one of a kind.
Chapter One in the Joe L. Floyd story is a tale of movie houses,
flamboyant attention-getting promotions and publicity stunts.
Driving it all was Joe’s business acumen, as he followed
a somewhat circuitous path to his partnership with Eddie Ruben
in launching a chain of successful theaters that now extends
throughout the Upper Midwest.
Chapter Two brings Larry Bentson to the partnership, along
with an opportunity to buy 5,000 watt radio station KELO for
$25,000. Leveraging the firm footing of radio allowed Joe
to look toward television - in 1952 a construction permit
was issued to build a station in Sioux Falls.
May 19, 1953: “Serving the mighty Sioux Empire, this
is KELO-TV, Channel 11, Sioux Falls, South Dakota signing
on the air by authority of the Federal Communications Commission”
Thus did Dave Dedrick proclaim KELO-TV on the air and the
building of KELO-Land underway.
Throughout the early days of television, Joe relished the
challenges of live programming, filmed reports and creating
the audience he knew he could sell to advertisers and sponsors.
He was “a helluva salesman”. Joe, and his partners,
continued to grow Midcontinent Broadcasting, acquiring properties
across the Upper Midwest. Today, Midcontinent Media is a diversified
company serving nearly 200 communities nationwide.
In addition to building and running Midcontinent, Joe was
recognized as a civic leader actively involved in the development
of the Sioux Falls area. He was presented with an honorary
doctorate by the University of South Dakota for his contributions
to the state and the school. He was named to the South Dakota
Broadcasters Hall of Fame. He was also recognized for his
service to the American Heart Association and the South Dakota
Association for the Blind.
Joe fervently believed in the power of television and the
importance of it within the community. KELO-Land is his enduring
legacy to our industry.
