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While radio listeners could request membership by letter or wire, in-studio guests were put through a ritual before allowed to become members. The ritual involved "riding" the Hoot Owls mythical goat, named Sweet William, who was grouchy and given to much head butting and kicking (all supplied by sound effects). Later in the program's run, Sid Goodwin -- a KGW announcer -- became Keep of the Grand Goat who was called Sweet William. Stylized as a mythical lodge, the program featured poetry, skits, music and spontaneous tomfoolery.
