In the late 70s, early 80s, the rivalry was pretty intense and there were some cracking games between the two clubs. Mind you, I think a lot of people hated the Albion for a particular reason back then, ie the 3 Degrees. I can remember the shower of fruit that greeted Laurie Cunningham at the Hawthorns back in 1978 (Hugh Johns on Star Soccer commented that supporters were "throwing missiles" onto the pitch. It wasn't just the "R" word though, the fact that they were a bunch of dirty b*stards helped too, particularly Ally Brown who was responsible for breaking Alex Cropley's leg amongst other things. They were a tough team to play against back then.
BTW, I'm not condoning the racism that was directed at Regis, Cunningham and Batson, I'm just saying what went on.