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It isn't often that a local product or service gets its product name or advertising tag line into the general popular lexicon. That's more true than ever these days, with so many locals being squashed like bugs by the Mall-Warts and such of the world.

Some I remember from various stops on my route were, "Hey Jerry! What's the story?" and its sorta contemporary, "Crazy Eddie! His prices are innnnsannnnne!" Palisades Amusement Park's "Come on over!" There must've been more but those brain cells are dying fast these days.

Not much from Ithaca, but I do still use an old local Computerland ad on the dogs sometimes (one with Christopher Columbus going "yesss, malarkey?" to the sailors), and I occasionally recycle the format of the local spokesman for the deceased Nippenose Equipment Co. ("in the Deeee Witt Mall"), one "Dirty Dan," who always ended the ads with a bad joke ("...and berember, stray cats only result in more stray cats, it's a case of cause and effect being identical").

Rochester ads have always been pretty sterile, with the exception of the Trio of Truly Bizarre in the music biz- Record Archive, Buzzo, and the Great Great House of Guitars. In Buffalo, on the other hand, several have broken through into popular culture use.

"Fun-wow!"
"Hi, Mom!"
"...the injuree attorneeeees, call 854-twennnteee-twenteee"

But the undisputed king of them all at the moment is Billy Fuccillo.

This phenomenon apparently started in Central NY, though I don't remember it from my days there. A few years ago, he began expanding through much of upstate, including buying the old Chevy dealership on Grand Island and introducing his uniquely tacky version of the "go see Cal" form of car advertising to us WNYers. (Interestingly, he bought into the New Mexico car dealer market, where he apparently runs the identical schtick but under the more locally correct name "Billy Fernandez").

And through his local ads, and his shrinkwrapping of buses, and the helpful translations of media types and transplanted folks from the 'Cuse, we have all now learned that there is only one word, four letters yet seventeen syllables long, to be associated with Billy's inventory, level of discounting, and personal girth.

Huuuuuuuuuge.

It's taken the few years for it to infect the lexicon, but it's happening. I've heard other car dealers making fun of it, and sellers of other products trading off of it. Yet just now, it finally reached the appropriate level of car dealer dregs. Returning from the bank, on a hand-drawn sign for a garage sale near Maple and Transit:

GARAGE SALE
TODAY 10-4
234 STUPID STREET

HUGH



And thus we have the trifecta. Misappropriated, misused, and misspelled.
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The battle wages on between righteous indignation over a corporate takeover and sheer joy over an outpouring of good material. Allow me to take both sides of this one.

The frequency at the end of the Western NY FM dial, 107.7, has been a weird and wonderful one for all my years here. I first became aware of it in the early 80s when its lonely transmitter in Wyoming County (population: 3,276- 800 of them cows) got hitched to a studio somewhere in my now-hometown of Williamsville and became WUWU. Yep, pronounced "woo-woo." Over came a band of rather radical jocks who'd been fighting corporate radio takeovers (which at the time they knew nothing about compared to what we have now), including a morning guy who called himself Justin Case and a rather bizarre free-form nighttime show called "Oil of Dog." You couldn't take much of it at a time but it was great fun in small doses.

The station was actually owned by a Williamsville dentist who the staff referred to as "Dr. Teeth." Battles over programming reached the point once where Dr. T locked the jocks out of the studio- who promptly drove to Wethersfield to broadcast from the transmitter until the police came to arrest them for trespassing.

Formats changed over the years, varying wildly but usually I liked what I heard. Plus the transmitter was close enough to Rochester that I could hear them there, too. In the late 80s, they were "The Wave"- very jazz and new agey. They even sponsored a Steps Ahead concert we attended in downtown Rochester- unheard of for a Buffalo media outlet. They then went country for most of the 90s (even had their studios then in the building my Buffalo office was originally based in), but late in the decade, Adelphia Communications bought the station and made it all-sports.

And here begins the other voice in my head. I've listened to various sports talk programs- from "the Fan" in New York to a nightly hourlong one in Rochester- almost since the genre was invented. For years I was a semiregular caller to the latter, winning more than my share of trivia prizes (typically pairs of baseball tickets and once, yes Mel THAT game, a pair to see the Bills).

Buffalo's versions have generally been louder and more overly opinionated than is my liking, so Adelphia's experiment worked beautifully. They brought in the backup from the Rochester show for their afternoon drive, put one of their tv sports net guys on in the morning, and generally raised the bar of discussion. Until the Rigas boys joined the corporate criminal perp walk, Adelphia wound up in Chapter 11, and 107.7 wound up on the auction block.

It was the biggest unkept secret in town that Entercom Communications, one of the half dozen behemoths controlling 90-plus percent of the American airwaves and owner of the only other sports talk outlet in Buffalo, had eyes on this auction solely to put its sports talk competition out of business. It bid, and then overbid, a staggering amount of money to do just that. For about two weeks, all this once-proud station did was simulcast the crap on the AM dial.

But now this.

A formatless format- Clear Channel does something like it on one of its Rochester outlets, but this programmer has done SOOOOO much better of a job. No jocks, no hype, so far no commercials, but ye gods and little fishes the stuff they are playing! Nothing new, strictly speaking, but the gamut from late 60s to early 90s is amazingly wide and even more amazingly deep. Yellow Snow by Frank Zappa would surprise me- but hearing them play his classic "Joe's Garage" shocked me. Mercedes Benz by Janis Joplin. Indigo Girls following Del Amitri and coming on before a deep track from Pete Townshend's "Empty Glass." And this simply wonderful old chestnut by John Prine:

And you may see me tonight with an illegal smile
It don't cost very much, but it lasts a long while
Won't you please tell the man I didn't kill anyone
No I'm just tryin' to have me some fun


So I guess my emotions are mixed. But to update one of the station IDs from the Dr. Teeth days:

Lock it in. And rip the knob off. 107.7. The Lake.

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