186:(in 1958), they invited Sherwood to host a similar program on their station. Although Sherwood was given considerably more freedom, he soon grew tired of the demands of hosting a late night telecast and still getting up early the next morning to do his morning broadcast on KSFO. Sherwood was often late for his KSFO broadcasts or did not show up at all, forcing KSFO to use Aaron Edwards, Carter Smith, or whoever else was available on short notice.
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which he pretended to translate the story of a
Spanish language radio soap opera (actually dialog from a Spanish-language instructional record). He also was the star of a long-running spoof on super heroes called "Super Frog," which relied on music and sound effects. He had a number of sidekicks over the years, including newsman Aaron Edwards (who later was a television news reporter) and fellow disc jockey
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KFRC, where
Sherwood began his broadcasting career (as an announcer), later became a rock music FM outlet. It was discontinued in 2008 and its last location on the dial, 106.9, began broadcasting KCBS's programming. KCBS, where Sherwood continued his career, is a news and information station, still
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At KSFO, Sherwood did more than play recordings on his broadcasts; he made fun of the commercials, used sound effects (with the help of a talented engineer named
Charlie Smith), occasionally imitated popular singers, and presented a number of regular comic features including "Just Plain Rosita," in
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to do the cow voice. However, Sherwood would insert a pause after the question, then add something else (often totally unrelated to the commercial), before playing the cow sound effect, which was often distorted. He also would tamper with a familiar cigarette commercial, known for the line
153:"outstanding...and they are mild," by interrupting the words with his own comments or a recording that had nothing to do with the product. Reportedly, advertisers didn't mind Sherwood's actions because it actually called greater attention to their products.
164:(since its debut in May 1949), wanted Sherwood simply to interview visiting entertainers and other celebrities and to avoid politics or other controversial subjects. However, Sherwood became concerned about the federal government's treatment of the
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and worked as an announcer there, before again deciding to return to the Bay Area. His final stint at KSFO was in 1975. Listeners generally thought he had lost much of his humor and creative imagination in his later broadcasts.
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surprised
Sherwood by trying to do the reports from Harper's plane. Whenever Sherwood did play recordings, he deliberately avoided rock music, which he detested; instead, he played his favorite "easy listening" singers such as
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dairy products commercials. The prerecorded announcement included a final line "Farms in
Berkeley?" followed by the mooing of a cow. Berkeley Farms had hired cartoon voice expert
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by Laurie Harper, the wife of former
Sherwood colleague Hap Harper (who did KSFO's traffic reports), published in 1989 by Prima Publishing & Communications,
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In 1957, management warned
Sherwood not to discuss his concerns on the program and, when he went ahead anyway, they cut off his program and promptly fired him.
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tribe. Also beginning on
January 15, 1955, Don hosted a one half hour television show called "The Belfast Pop Club" with Bill Anderson until June 13, 1955.
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during the 1950s and 1960s. Billed as "The World's
Greatest Disc Jockey," Sherwood spent most of his career hosting a 6-9 a.m. weekday program on
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provided some of the Bay Area's first traffic reports (from a fixed wing airplane). On one memorable 1960 broadcast (preserved on tape by
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in 1949, serving as an announcer and playing recordings. After being fired by KCBS on May 29, 1949, Sherwood worked at
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television host in Chicago, only to become homesick and return to San Francisco. He also moved to
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33:(September 7, 1925 – November 6, 1983) was an American radio personality. He was a
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http://picasaweb.google.com/gregsjpegs/NewOldies#5185570355591197426
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in 1959, who changed it to an "easy listening" station known as
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Sherwood's early years and excerpts from his broadcasts
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The Life and Times of the World's Greatest Disc Jockey
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The Life and Times of the World's Greatest Disc Jockey
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