In 1966, KFWB was purchased by Westinghouse Broadcasting. The previous year, Westinghouse had successfully launched an all-news radio format on WINS in New York City, after that station had been playing Top 40 music. On March 11, 1968, KFWB ended its Top 40 era, and was relaunched as an all-news radio station. The station promoted itself with the slogans "All news, all the time" and "You give us 22 minutes, we'll give you the world", as first used by WINS, although KFWB's format used a 30-minute news cycle. Like WINS and co-owned KYW Philadelphia, KFWB had a running Teletype sound effect in the background during regular newscasts.