The Minneapolis Star from Minneapolis, Minnesota • Page 35

THE MINNEAPOLIS STAR Tliurs'lay, Oct. 17, 1971 23B I At these prices Ear taggers dabble in art 1 IJiwst be crazy! Senators say later on Rocky rehearing 'Gaps' often close on radio formulas mm Mm 41 li (Hi STS30 wood, WYOO's program director, said the other day, "but frankly, our ratings were low, and we're starting from scratch again. The established adult-contemporary stations were out-adult-contemporaring us." Back at the drawing board, WYOO's officials found what they hope to be "another big hole" in programming, Sherwood said. It was the FM dial. "We did a lot of research," he said, "and we found that I'M, which once was a poor sister to AM because of a lack of receivers, is now the coming thing.

FM didn't have a real contemporary rock-and-roll station here, and we had the opportunity to put that format on FM as well us having an AM station broadcasting the same music." The new formula, Sherwood said, "is to play a lot of today's contemporary hits in bunches and do it in stereo. We have dropped the 'oldie' image and are aiming at the 18-through-24 audience." To promote the change, WYOO has adopted a slogan of "go by U-100." Both the station's AM and FM stations are near 100 on the radio dial. As an added inducement to listeners, according to Sherwood, WYOO is limiting its commercial time to 10 percent of a given hour. "We know what we need to make money, and we're not overdoing it," he said. "In fact, we have bonus hours of no commercials as well as bonus noncommercial days, generally on Sundays.

Some of our competitors are getting into 15 minutes of commercials each hour, and I think that's greedy." Sherwood described the station's current music policy as "the long-haul format." Could be. At least until the next reports come out. "Morning Stars," an article by Minneapolis Star reporter Zeke Wigglcsworth yesterday, mentioned the important art of "formula forming" in the crowded Twin Cities radio market. Station officials have dabbled in this art for many years in attempts to attract a sizable audience of listeners. Quite often, however, when the ratings reports are released, the numbers indicate that the fomulas lack the proper seasoning.

WYOO is a case in point. I am not citing the station as a horrible example, but its experiences do seem to typify the continung efforts which go on to find a "grabber" for ears in the Minneapolis-St. Paul area. I talked with members of WYOO's "new team" in 1972, a short time after F'airchild Industries, had bought the station from Mill Stewart's People's Broadcasting which had provided "folksy" AM and I programming under the call letters of WPBC. The team talked in glowing terms about having found a "gap" in the radio content being offered here.

"Real nostalgia is the key for us," one of the men said. "We are going after an audience with a musical policy of 'golden Fine, for a time. But, after the initial spurt, the station's ratings slumped. The 1 972 station wheels departed, and a second "new team" appeared on the scene. They were enthusiastic, too, as they announced that "real nostalgia" a temporary fad was being swept under the rug.

"The rock stations play to people of teen-age to the early 20s," one of the new formula-formers said, "and WCCO aims for the 35-year-old-and-over group. In between, you have a hole, and we hope to fill it." No. 2's new-team plan was designed to attract listeners between the ages of early 20s and middle 30s with a formula of "adult contemporary music." Some current records were to be played but not repetiliously along with others dating from the 1950s. And then another ratings report came along. "We thought we had nailed things down," Rob Slier- WASHINGTON, D.C.

IFI The Senate Rules Committee has turned down Nelson Rockefeller's request for an immediate reopening of his vice-presidential confirmation hearings, but has scheduled a session Nov. 13 to question him. Rockefeller had hoped to go before the committee this week to explain his nearly $2 million in gifts to political associates and friends and a payment by his brother Laurance to finance a critical campaign biography of Arthur Goldberg, Rockefeller's opponent in the 1970 New York gubernatorial election. The decision to delay reopening the hearings was engineered by Democrats on the Rules Committee without consultation of GOP members, Senate Republican Leader Hugh Scott said. Scott said he was "extremely disappointed" by the delay, and Rockefeller said in a statement, "I regret that I won't have a proper forum for at least another month." Chairman Howard A.

Cannon, said the committee's investigations of the gifts and the book have not been completed and that a report on the audit of Rockefeller's in- United Press International NELSON ROCKEFELLER Testimony rejected come and gift tax returns will not be available before Tuesday. Congress is scheduled to reconvene from an already-postponed cam-paign recess Nov. 18. Cannon publicly an-n and told Rockefeller by telephone, that the former New York governor is free to make statements to the news media about the gifts and the books. In New York, Rockefeller complained that information on his gifts was given to congressional committees in confidence and leaked to the media.

He aiso said he was "getting a little indignant" about the delays in Congress on his nomination. He said that although his nomination was submitted two months ago, he has spent only 2l days before the Senate committee, while the House Judiciary Committee has not even started its Advertisement Advertisement 3 a Jnformatton about programm i from network and atation prett release except where dot indicate a preview by a news service. CALL NOW 1 rail lISll ft I i i iiliil sslt 'ilSilt i I Ifell 1 1 rail 1 Famous For MISSIONS CONFERENCE THURSDAY, 6:30 P.M. International Missionary Dinner Rev. Regier, Rhodesia Friday, 7:30 PM, KTIS Radio Presentation Don Rupp, Wayne Pederson, and KTIS Trio GRACE COMMUNITY CHURCH Highway 100 N.

of Highway 55 For Information Call 588-229 NEW AND IMPROVED WA. 7-8844 3(You Name The Occasion Bernie Has A Tray For Your color picture newspaper is The Star. THURSDAY EVENING 7:00 THE WAY IT WAS. One needn't be a boxing enthusiast to find this entry exciting. It's a filmed account of Sugar Ray Robinson's knockout of Rocky Crraziano in their 1952 middleweight title fight.

Some of the in-studio conversation is engaging and enlightening. Ch. 2. 7:00 THE WALTONS. Mary Ellen finds an antique amethyst ring, and one lie leads to another.

Although Judy Norton's Mary doesn't look like a girl who would tell fibs, the youngster gives it the old college try Ch. 4. 7:15 BASEBALL. Oakland vs. Los Angeles in the World Series.

Ch. 5. 8:00 INTERNATIONAL PERFORMANCE. "A Tribute to Beethoven," featuring pianists Claudio Arrau and Robert Casadesus and violinist Zino Frances-catti. Ch.

2. 8:03 MOVIE. "Sunshine" (1973). An extraordinary story about a young wife and mother who loses her courageous battle against terminal illness. The woman's gift to her survivors is a scries of recorded diaries that recount her thoughts, her dreams and messages of devotion and advice.

Cristina Raines, Cliff DeYoung and Brenda Vaccaro are superb in the leading roles. Ch. 4. 8:00 STREETS OF SAN FRANCISCO. Stone and Keller go to the aid of a woman who has been receiving threatening phone calls.

Edward Mulhare and Joanne Linville puest-star. Ch. 9. 8:00 IY1FRV GRIFFIN presents a salute to women in rpo'ts. Crests include Billie Jean King, Donna De-Veroun.

T.lalock, Wyomia Tvus and Rose Low. Ch. II. 1:00 MEDIA SEVEN presents an interview with author Sfuds Terkel. Ch.

2. 9:00 HARRY O. Orwell investigates a gangland murder and finds that the only clues are provided by a single witness a blind youth. James McEaclrn, Rosa'ind Cash and Georse Spell guest-star in an in-terestine episode. Ch.

9. 1 0:159 TONIGHT. Scheduled guests: Flip Wilson. Robert Blake, Buck Henry and Lee Horwin. Ch.

S. YET MILDER. Warning: The Surgeon General Has Determined That Cigarette Smoking Is Dangerous to Your Health. 21 ir.g. 15 mg.

nicotine av. per cigarette. FTC Report Maich'74. I i 1 '''''J'jLnf 1 fir "MirWcSl 'f i I A I It fif Program listings are furnished by the networks and stations. The Star is not responsible for unannounced changes.

WCCO-4 WTCN-11 KTCA-2 KTCI-17 KSTP-5 NBC KMSP-9 ABC THURSDAY DouqUs Douglas 10:30 DICK CAVETT. Guest: Walter Cronkite. Ch. 9. 10:50 MOVIE.

"Story of Three Loves" (1953), a trio of short stories with Pier Angeli, Kirk Douglas and Leslie Caron. Ch. 4. Midnieht TOMORROW. Subject: The American Civil Liberties Union.

Ch. 5. Midnight MOVIE. "The Borgia Stick" (Part II), a 1967 drama with Don Murrav and Inger Stevens. Ch.

9. 1:00 MOVIE. "The Adventures of Nick Carter." Robert Conrad and Broderick Crawford star in drama. Ch. 4.

4 :30 Living it Up" Mod Sq livid Mod Squad AfT.RNOON rliits'anet Gilligan Bewi'chfd Impossible R. Burr :00 J. Lewis Hogan'i Heroes Mewsmno Misierogers1 Sesffme 5treot Qlectric Co. Speech teap Nnhtlvr-laws nq Nws lurclNcws 6 0(1 Sono at Si :30 B. GolcT.boro Eyewitness News Truth-Conseq.

Bowling-Dollars Treasure Hunt (ADV.) THE FAMILY AMERICA LOVES THE WALTONS 7:00 Tho Waltons Baseball Odd Couple R. Burr :30 The Waltons Baseball Paper Moon Lucy Show ADV.) TOP COP ACTIONPSTS. OF SAN FRAN' Education Alternative Way It Was Religious 8:00 Movie Baseball :30 "Sunshine" Baseball Strcots of San Fran. AEI Debates AEI Debates Merv Griffin Merv Griffin International Performance (ADV.) Best New PRIVATE EYE Critics Love HARRY 0 Media 7 Food Sense Roads to Freedom Captioned News 9 1 11 12 1 :00 B. Vacarro Baseball Harry Morv Griffin :30 Raines Baseball Harry-0 News :00 Sce'ie Tonight Eyewitness News Tho FCI :30 M'vie 10:50 Tonight Show Did Cavett The ESI :00 "Story of Tonight Show Diet Civett Perry Mason :30 Three Tonight Show D.ck Cavott Perry Mason 00 toves" Tomorrow Mnv' 'h C.l irr.l! :30 K.

Douglas Tor-orrow "Borgle Stick" High Chaparral :00 Movie News News :30 "NiclCartcr" Publlahad at a itrvlc tm rariin ol charg to broadcailsrt. The Star ti not (m piou.n ihuna by italieni. TWIN CITIES STATIONS IAM FRIDAY MORMiNG KDWI Krcn KUOM WYOO 0 WMIN IOIO WDor ii jo WWTC 1IO WlOt 3-0 KOAN 1370 KIIY 1400 KCM 1440 KANO 1470 KjTr 1S0O KSMM 1 530 KUXl 1)70 WCAL 30 VO 770 770 110 O0 930 Minn. Today Not-Women OnlyChapel (6:55) WCCO Fitness KTIS MSI KHM WCAL IFM1 KNOP 95.1 KTC 97.1 KTIS 913 WlOl 99.5 WCIS 1001 WYOO 101.3 KtiY 1011 WCCO 102.9 KFMX 104 1 KfWN 107.9 Warmly lined pigskin, leather and suede boots from famous makers. You'll recognize the quality workmanship of these You'll recognize the quality workmanship of these 111 3 91.1 n.t 93.7 KSJN KOHS WAU .00 :30 Semester :00 Carmen :30 Clancy :00 Captain Kangaroo :00 Joker's Wild 10 Gambit You See It 0 1 o.e of Life 0'.

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Sorry, no mail or phone orders. tidday A. W'M Turns 00 Guiding Liqht '0 CO Price Right 30 Match Game 00 Tattletalos 30 Movie What's Mow? Jeopardy 'tinee Virginian Virginian Virginian Gomer Pylo Petticoat Flintstones Gilligan All My Children Make a Deal M'-wlywnd 7irl ire G'on. Hospital One Life Toll-Truth Miko Douqlas Miko Douglas Mike Douglas Tke 5 Day. -Lives 1 Doctors Another Wor Id Marriage Somerset Dick Van Dyke Mod Squad Mod Squad Education Mistercgers Sesame "My Sin Loves" 00 30 4.