"Boss radio" brand SRE was anything but laid back. Everything had echo, was shouted, and had either a genuine southern US accent or English voices using transatlantic accents. Even its news style, which had been used WFUN and KBOX in Dallas, was full of buzzers, beeps, echo and full-throttle delivery. An example was the station identification announcement (which was also accompanied by a drum roll): "This is "SRE-Swinging Radio England. Broadcasting 4 miles off the Frinton Essex coast on 2-2-7 metres, 24 hours a day, in excess of 50,000 watts of power. SRE, first and foremost is BOSS!" While British and Continental European teenagers were excited the station failed to pull in enough to interest advertisers and this coupled with technical problems gave SRE a short life. By November 1966 it was over. Among 'Boss jocks' on SRE were Rick Randall, Boom-Boom Branigan, Johnnie Walker (the only SRE stalwart to make it as far as the BBC's 'pirate buster', Radio 1), and Larry Dean. Dean became a master of O'Quinn's hybrid sound. Rick Randall has mused that perhaps Pierson had been right and that more polish, control and saving of expenses would have been achieved had Swinging Radio England been automated. Footnotes Ron O'Quinn was program director of SRE and he borrowed its style of presentation from stations he was familiar with. (A brief video interview with O'Quinn dating to 1966 is available on YouTube.) The term "boss jock" had begun with KHJ in Los Angeles. By 1965, Richard Hope-Weston who was born in Oxford, England in 1940, had arrived at KHJ in Los Angeles from KOL in Seattle where he had been broadcasting under the name of Rick West. A condition of employment at KHJ was that he changed his name to Tommy Vance, since the station had a jingle cut for that name. Vance arrived at the height of the British Invasion of the US music charts and his pronounced British accent told listeners that KHJ had both the music and the authentic accent. By November 1965 Vance was identifying KHJ as being in "Boss Angeles" on "boss radio" with "much more music", the last expressions used repeatedly by SRE the following year. When Vance received notice that he was likely to be drafted into the U.S. army he returned to the U.K. and by January 1966 was broadcasting on Radio Caroline South with a pronounced transatlantic accent