By 1967 and 1968, WMCA ratings had started to decline significantly but still demonstrated a strong showing in the five boroughs (although not the suburbs), and as late as February 1969, Pulse ratings surveys indicated that WMCA beat WABC in New York City itself, although not in the full market. From 1967 forward, WABC had become the leading top 40 station in the total market. In addition to its ratings strength, between 1964 and 1968, "Billboard" magazine rated WMCA as New York's most influential station for new records. Although every market had one station with record-buying influence, WMCA was in the top market, making it responsible for some songs becoming hits nationwide. Not every record added to the WMCA playlist became a hit, but as soon as sales stirred, WABC, with a shorter playlist of hits, would be forced to add the same record. With its longer playlist, WMCA played new records faster than rival WABC. WMCA's weekly countdown list was 25 records, compared with WABC's 20 song list. WMCA's included the "Sure Shot" and "Long Shot" speculations. WMCA's countdown was also "faster" than WABC's, in the sense that records climbed to the top more quickly, while WABC's rankings tended to lag behind. A comparison of both stations showed WABC to be up to two, sometimes three weeks behind WMCA. The WMCA-WABC rivalry was never more intense than when it came to fighting over the Beatles. WABC was frustrated with its efforts to gain ratings dominance in New York City's ratings and with its efforts to forge a stronger relationship with one of the world's most popular musical acts. WMCA program director Ruth Meyer would later speculate in interviews that WABC's creativity during the 1960s could have been hampered by being owned by an ABC network rife with nationwide broadcast policies, commitments and standards. Conversely, WMCA could run free with "goofy" ideas, promotions and gimmicks as an independently run, family-owned station, without network interference. According to WABC historians, "another success for WMCA was the fault of WABC itself." In 1969, WABC overnight host Roby Yonge, upon learning his contract with the station was not going to be renewed, used his shift to spread rumors about the "death" of Paul McCartney. This episode proved to be an embarrassment for WABC, leading to Yonge's firing, and WABC's status as a network-owned, clear-channel station mistakenly launched the "Paul is dead" story across America and ultimately around the world.