By 1961, WREB had transitioned to its second owner, the Wakelin family, and to its second location, the fourth floor of the Holyoke National Bank building diagonally opposite Holyoke City Hall.
In January 1961, it was announced that WREB was sold to Donald P. Hancock Broadcasting Co., Inc. of Scarsdale, New York, subject to FCC approval. Edmund P. Wakelin and his brother-in-law, Attorney Louis Oldershaw, would be retained as consultants for 5 years. The new owner envisioned the station devoting 85% towards entertainment, 12% news, and the remainder to religion, education, and discussion. The sales price was $150,000.
On the air, WREB continued with its planned formatting. Disc Jockeys Dick Robinson and “Uncle” Nick Bell were popular playing a mainly music format. It continued to occasionally broadcast live or record programs from remote locations, which was not unusual for radio stations at the time. A 1961 broadcast was recorded at Coronet Furniture at 202 Main Street.
In 1964, WREB and its studios left the Holyoke National Bank building and moved to 300 High Street, the former location of the Besse-Mills clothing retailer. The new studio would be situated on the third floor in Rooms 301, 303, and 305. The lease for the space was for 5 years.
In 1964, the station hired announcer Mike Connors, who hosted a program called Music for a Modern America during the week. The station also had a 5-hour jazz show on Saturday afternoons.
In May of 1965, the station was sold to the Algonquin Broadcasting Company, whose President was Donald Kingsley of Framingham. The new company would be the longest-running owner of the station. The sale price was indicated as over $150,000.
In 1966, the station advertised its weathercasters, presenting forecasts for the Holyoke area. There were contests awarding prizes to listeners, live broadcasts from the annual Holyoke Jaycees Home and Industrial Show held at the War Memorial Auditorium, and host Friendly Freddy’s Sunday afternoon show from the Club Manhattan on Clark Street in Easthampton.
In August 1967, a celebration was held for broadcaster Bill Harris’s 17th birthday and 1st anniversary at WREB. A graduate of Holyoke Catholic High School, Holyoke Community College and Boston University, Bill Harris was subsequently employed as a newscaster and producer at local television station WWLP, Channel 22. He later left the area to take a position at a television station in Flint, Michigan, where he was a multiple-time award-winning broadcaster.
I believe South Hadley’s Bill Pepin, who later became the long-time General Manager of WWLP, was also on the air during his high school years.
The station also conducted interviews with local and statewide political candidates. One who visited the station in 1966 was future U. S. Senator Edward Brooke.
Citations:
Newspapers.com (paid subscription): Citations: Holyoke (Massachusetts) Transcript & Transcript-Telegram; Springfield (Massachusetts) Republican; publication dates and pages are shown.
Ancestry.com (paid subscription): Price & Lee Holyoke, Massachusetts, City Directories
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