St. Louis Post-Dispatch from St. Louis, Missouri • Page 78

ST. LOUIS POST-DISPATCH EVERYDAY SECTION WEDNESDAY, NOVEMBER 11, 1987 rYil JERRY BERGER i 1 1 in i.m mm i in ii mji ji ui.wiLy.miu...-" ium.j 11 i.nm, mt 9 -i V5-. -K-' I Edwardsville Station Latest To Catch Wave THE RADIO EXPLOSION: Now we're hearing the signal from the 48th radio station in this market WRYT (1080 AM) in Edwardsville. Kent Scheffel, formerly with Feature Advertising, is the topper and Bill Reker the news director. Said Scheffel: "We went on the air quietly this morning (Monday) and we're targeting the Madison County area." The station's frequency is near that of (1120), and Scheffel said the station's format will be similiar to that of the "Voice of St.

Louis" sports, information and talk. Suffice to say all of the stations are vying for audience; not all for commercial revenue. "There are more radio stations per capita in Los Angeles than here, according to the listings in the Los Angeles Times, which show 82," said Bob Osborne, program director of KMOX and a veteran St. Louis broadcaster. "There's a question as to how much revenue there is to go around.

It's incredibly difficult to sell so many. Some can go out and make a small living by knowing who their audience is and getting them to respond to their advertisers." Osborne said formats are cloned because there are so many stations. For example, about five stations air what is called "adult contemporary," and it's difficult for listeners to distinguish them. "Of course," Osborne said, "we were once blessed with only one television station, and now including the cable systems we have over 40." LINT IN MY POCKET: Hometown radio producer Dan Randant (of Clayton-Webster Corp.) is back from Big Town after producing a comedy roundtable with Steve Allen and Jay Leno for Dick favett's "Saturday Morning Comedy Show," sched- uled to air from 10-noon Nov. 21 on KMOX radio I There apparently is no business like shoe busi- 1 ABOVE LEFT: Ralph Lauren uses suede paneling on a jacket worn with a pair of spring's ubiquitous pleated walking shorts.

ABOVE CENTER: Carmelo Pomodoro's neutral knits include soft brown shorts and sweater, white T-shirt, gloves and high-cut suede shoes. ABOVE RIGHT: Patricia Pastor for Perry Ellis creates a reptile print on linen Bermudas and belt, topped off with a starchy white blouse. i I 1 i sum i i 1 i. A 0 1 Dick Cavett, Dan Randant and Jay Leno ness. Barbara Singer, former directing of marketing services for Brown Shoe, is checking out Dec.

1 from her post as communications manager for Adam's Mark Hotels to become vice president for marketing for the Footwear Industries of America in Washington More than 400 guests sipped and supped over the weekend while they previewed the 1988 Mercedes-Benz line at Boulevard Motors, where the star of the show was a four-passenger 300CE coupe. The hosts of the event were Bonnie and Lou Morse, who owns the dealership, and Ann and Michael Marutto, prez of the dealership. Mercedes-Benz district manager Ron Hennel was close at hand to greet guests that included Mary and Wally Kisling, Bernice Krut-chik, Kathy and Chuck Bets, Jackie and Henry Johnson, Darlene and Chuck Roland, Carol and Tom Barta and Roger Beckerman. Musical background was provided by Mary Ellen Haupert and Virginia Williams at the piano and flute. SIGHTEMS: Talk about sophisticated operations! Trotter's, the buffet-style restaurant on Manchester Road, has a canopy above the salad bar in which closed-circuit TV cameras are positioned.

Why? So attendants will know when the supply is dwindling Slay's Restaurant, a landmark for 40 years at 2652 Hampton Avenue, will shutter this weekend. The South Side dinery was founded by the late Joseph R. Slay and his sons Anthony, Mike, Fred and Francis, who said, "I've been concentrating on the catering business, and the restaurant is too much." One of our sources at Laclede Cab Co. our town's largest livery fleet says that the long-promised new cabs have been delivered. The arrivals are 1985 LTDs, purchased from a Texas law-enforcement agency.

They have been sold to Laclede drivers. Mary Herbst, general manager of Laclede, said she had no comment regarding the deal. APPLAUSE: The Missouri Historical Society elected (by ballot) these trustees to serve three-year terms: Dr. John N. Doggett Dr.

Kenneth Lud-merer, Jefferson L. Miller, Nell N. Pincert and John Rohrbaugh. The results of the election were revealed Monday night at the 121st annual meeting of the organization. A standing ovation was given to Karen Goering, who has been serving as acting executive director during the events there, which made headlines in recent months.

BOTTOMING OUT: "My broker is a magician; he just turned my nest egg into a goose egg," said salesman Lou Stoll. Tis is tte second of three stories on the spring fashion trends from New York. The last will appear Sunday in the Style section. Story by Becky Homan Post-Oispatch Fashion Editor Photos by Robert LaRouche Ot the Post-Dispatch Staff NEW YORK IF GEOFFREY BEENE is right, the smart money next spring will be on fashion that is simple, even slightly austere. "It is a moment to me of so much excess in fashion," said the veteran designer, referring to poufs, bubbles -and other froufrou evident in recent couture and ready-to-wear collections.

And as last week's spring previews came to an end, Beene's words from early in the week were looking more and more correct. Designers Ralph Lauren, Louis DeH'Olio for Anne Klein, Donna Karan, Patricia Pastor for Perry Ellis and even relative newcomer Carmelo Pomodoro produced elegantly simple collections of tasteful, innovative clothes. That's not to say America's top designers aren't having fun. Colors haven't been so bright, skirts so short or hemlines so swingy in many years. But the control and careful handling of these trends is what makes for strong design.

And they indicate who will have the best chance of weathering any storms caused if consumers slow their fashion spending in an uncertain economy. "The party's over," Beene predicted of "ostentatious" fabrics and styling from Europe. Such designers as Christian Lacroix may be giving evening wear a boost, but in general, Beene said, "Fashion just got out of hand. It was a wild party. Because it's over," he added with a smile, "doesn't mean we can't be amused." Lauren certainly is one designer having a good time with his spring collection.

Last week, he showed a stellar group of classic clothes, updated for the baby-boom customer who is schooled in styles from the past and looking forward to interpretations for the future. Lauren's best new spring outfits include collared cashmere sweater sets with subtle waistbands for feminine shaping over short, simple skirts or walking shorts: tailored, cropped jackets over pleated, tapered .1 pants in contrasting colors as well as matched ones for a pantsuit look; panels of pale-colored suede on fronts of otherwise lightweight jackets; and simple prints on dark brown or navy backgrounds. For evening, Lauren's best are paper-thin taffeta jackets belted over black pants or black silk-jersey tanks on top of washed-looking full taffeta skirts of mauve, peach and blue. "Good fashion is good quality," Lauren said in response to a question about what's going to be right next season. "Bad fashion is bad quality," he added, "and it gets killed.

That's the way it is now and that's the way it's always been." DeH'Olio appeared to feel equally confident when hordes of retailers rushed backstage to congratulate him after his spring show. He presented clothes, under the label of the late Anne Klein, that are dramatic in colors of red and black or those two mixed with white, plus khakis with browns as other summer options. And his shapes were the signature draped skirts short and straight or rounded "cocoon" styles. Walking shorts and slim pants were worn with tank tops under shapely, spare jackets. And for evening, DeH'Olio crafted wide-legged floral-print pants or sexy red tank dresses along with a finale of crinoline-supported party dresses, again in red-black-and-white.

"I think women will be much more selective," DeH'Olio said of the spring shopping season. "They won't be into clothes they can wear only once or twice. They want longevity as always, but they're going to pay a little more attention to what they wear this time." Donna Karan. Dell'Olio's former partner at Anne Klein, also clearly understands the need for creating See FASHION, Paget INSIDE How students gave an African village the gift of life: a well. PAGE 3 Bill McClellan: A Veterans Day visit by Gen.

William Westmoreland recalls battles won, wars lost. PAGE3 Eric Mink: "It Was Twenty Years Ago Today" spotlights a cultural landmark: the Beatles' "Sgt Pepper" album. it i PAGE 9 Adrienne Vittadini mixes vibrant knits for spring and grounds them with black accessories..