Flashback : Dallas

Northeast corner of Preston & Mockingbird…

by Paula Bosse

Sewell Village Used Cars and a Mobil station were at the northeast corner of Preston and Mockingbird (Sewell was at 5460 Preston Road), catty-corner from Highland Park Village. The KVIL studios were right around the corner, at 4152 Mockingbird Lane, across the street from the Dallas Country Club — you can see the jauntily-lettered sign in the background of this undated.photo. I am really bad at determining car-model years, but let’s say this is about 1960. What does this corner look like these days? It looks like this.

I just learned (from the KVIL Wikipedia page) that the “VIL” in the station’s call letters stood for “Village,” as in Highland Park Village. Who knew? The AM station began broadcasting on March 1, 1960, and the FM station hit the airwaves on Aug. 25, 1961. I believe both stations had a strict “no-rock-and-roll” policy. In the early days, a block of programming was aimed directly at housewives:

The program policy followed by the station is designed to fit the various hours of the day. For the driving hours when listeners drive to work (5:45 to 9 a.m.) and return (4:30 to 6:55 p.m.) the music is livelier. “Sing Along” is the order of the day from 9 a.m. to noon for the housewife’s work hours. (“KVIL Mark’s First Birthday Wednesday,” Dallas Morning News, March 1, 1961)

Here are a couple of hep, caffeinated KVIL ads from those early days:

1961 ad

1962 ad

1962 logo

Most of my sort of generally vague awareness of KVIL was in the 1980s, when it was an absolute powerhouse in the ratings. But even its most stalwart fans would probably not describe its playlist as “bright,” “exciting,” or “swinging.” But look how much fun the promotions department imagined the effect on “young adults” was!

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And what about Sewell Village Cadillac and its selection of “Village Fine” used cars? If circa-1960 Highland Park is going to have a used car lot, you better believe it’s going to be populated with Cadillacs. (UPDATE: Thanks to Peter K’s link in the comments, check out what appears to be the original photo by Squire Haskins, with a wider view, at the UTA Libraries website, here.)

March 1958

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Sources & Notes

Photo from eBay.

KVIL ads from the 1961 and 1962 Highland Park High School yearbooks.

KVIL logo is a detail from an ad that appeared in the Dec. 24, 1962 issue of Broadcasting magazine.

This post appeared in an abbreviated form on the Flashback Dallas Patreon page.

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