of the Tribune and Oakland Bank buildings, and the transmitter was upgraded to 500 watts. The station later moved to 590 kHz. The transmitter power was increased to 1,000 watts by the 1930s, with the station moving to 880 kHz. With the implementation of the North American Regional Broadcasting Agreement (NARBA) in 1941, KLX moved to its current frequency of 910 kHz. In 1952 the transmitter was moved to the San Francisco Bay shoreline and increased to 5,000 watts. In late 1956, KLX moved to the Bermuda Building on Franklin Street. KLX was owned for three decades by Joseph R. Knowland, owner and publisher of The Oakland Tribune newspaper. To pay off campaign debts related to U.S. Senator William Knowland's unsuccessful 1958 campaign for Governor of California, the Knowland family sold the station to the former publisher of Collier's magazine (which had ceased publication in December 1956). Top 40 KEWB KLX became KEWB on June 7, 1959. KEWB was owned by Crowell Collier Broadcasting until 1966. KEWB switched to Top 40 hits, pitting it against existing San Francisco Top 40 stations KYA and KOBY. KYA outlasted KEWB. KOBY couldn't keep up and eventually changed to KKHI "The HIGH spot on your radio dial" playing middle of the road music. It later switched to classical music. Guided by programmer Chuck Blore, KEWB "Color Radio - Channel 91" adopted the same on-air approach Blore implemented at Los Angeles sister station KFWB. It played the current best-selling hits, added amusing format elements, and employed energetic, funny disc jockeys. Chris Borden's weekend show was a "pool party" complete with sound effects: Casey Kasem dropped in wild tracks, Gary Owens was a stream of one-liners, Bobby Dale was frantic, and Ron Lyons was acerbic. It proved to be a winning combination. During the early 1960s, KEWB was famous for its on-air slogan "Boss Radio", using the then-current slang for "cool". The station was considered the launching pad for the radio careers of Casey Kasem, "The Real" Don Steele, and Robert W. Morgan. Gary Owens did a humorous morning show at KEWB. He eventually moved it to KFWB, and in the 1960s was featured as the "announcer" on TV's Rowan & Martin's Laugh-In. Casey Kasem did the evening show using the moniker "Casey at the Mike," after the famous baseball poem "Casey at the Bat". He had been using wild tracks between records, but the General