Originally published on April 04, 2008

Robin Bertolucci

KFI/Los Angeles
PD

For KFI/Los Angeles' PD, every piece matters, because 'the little things very much add up to the big thing'

Robin Bertolucci fell in love with radio by accident, but today she is one of the country's most successful programmers. As PD of Clear Channel talk KFI/Los Angeles, she constantly strives to be the best and stays focused on KFI's marketing promise: "More stimulating talk radio." R&R news/talk/sports subscribers recently voted KFI the winner in all four categories in which it was nominated for the R&R News/Talk Industry Achievement Awards.

Getting into the business: I was studying for a rhetoric degree at [the University of California in] Berkeley and had no idea what I wanted to do when I grew up. One of my best friends talked me into goofing around at the local college radio station. When I graduated, most of my friends from rhetoric went into pre-law and I was interviewing to get into advertising or marketing. I worked in a used clothing store but was doing this radio stuff on the side. I even got an internship at KQED, an NPR station in San Francisco. One day I realized I was the only person not getting paid. Finally I begged, borrowed and stole my way into KGO [San Francisco] and I got a job as editorial assistant on the news desk.

Joining Clean Channel: I was working at KGO. I had become a writer and producer and eventually executive producer. Someday I wanted to become a program director. I was working under Jack Swanson, who taught me a ton. I saw a job opening for Jacor and was eventually hired in Denver to work at KOA with Lee Larson.

Becoming PD at KFI: That was one of the most serendipitous, weird things. I was talking to [then-KFI PD] David Hall and said, "Someday I need to move back to Southern California; my family's there. If I ever move back, can I do anything for you?" There was this awkward silence and he says, "Who told you? This is the weirdest thing. I am trying to get a job at Premiere in programming and they told me I am not allowed to go until I have named my replacement and the only person I could think of that would be great for this job is you." Before I knew it, I was on a plane meeting with [then-GM] Greg Ashlock, and here I am."

Programming philosophy: To hire amazingly talented people and provide the tools so they can be as good as they can be. KFI is full of talent and amazing people. My job coming in was to take all the parts of the station and dust them off and shine a light on them. It was like coming into a museum with Rembrandts and Van Goghs, all this great art, and just saying, "OK. I am going to paint the wall behind it, reframe and put on a spotlight, because it is amazing already."

Long-range plans: I want every single daypart to be No. 1. The station has had success with [Bill] Handel's [morning] show, [afternoon hosts] John & Ken, Dr. Laura and Rush Limbaugh. Now, where can we do a little bit better? How can we get more people to listen to KFI on weekends? How can we get more people to listen in evenings? The little things very much add up to the big thing.

Gearing up for the PPM: It will change a lot of the goofy tricks radio programmers try and do, but it doesn't change the essence of what we do: trying to put out entertaining product people want to listen to and then measuring them listening to it. We might need to rethink some of what we do. We are going to be out of the recall business, which is not a bad thing. I am sure the learning curve will be steep. The religion of programming is to have faith that if you do something great on the radio, people will listen.

Biggest challenge: To keep finding new ways to surprise and delight the audience. To keep ourselves entertained, motivated and engaged. Complacency is my No. 1 fear. When you get to be successful, a lot of times your worst enemy becomes yourself. Constantly keeping a sense of urgency and intensity that we are always on the verge of losing. If you talk to people that work with me, I get in those moods where I say, "Come on, seriously you guys, do we suck?" In entertainment and news you can never rest on your laurels.

State of radio: If we come up with great, compelling, entertaining things, people will always find us, whether you have to subscribe to cable, get it on a podcast or hear it on terrestrial, satellite radio or HD radio. If you do something remarkable, people will find it.

Something about KFI that would surprise most readers to learn: Maybe the most surprising thing would be what decent people work here on the air. They are so motivated to grow and get better and be the best. There is an expectation that people here are crazy, egomaniacal monsters and don't take direction. The people I work with are not at all that way . . . most of the time.

Career highlight: I am most proud of figuring out how to trust myself. I have learned that when I feel that thing in my gut, good or bad, I am usually right. As I have gotten more confidence in that, I am more able to express it, sell it and get people to buy into it.

Career disappointment: It has all helped me grow and has all taught me. Even my mistakes, which are legend, have taught me many things about what doesn't work or what I shouldn't do.

Advice for broadcasters: Believe in yourself and trust your instincts, because they usually are right. You know your radio station better than anybody else.

Liner Notes
Profile: Robin Bertolucci
Title: KFI-AM/Los Angeles PD
Favorite radio format: "KFI or rock."
Favorite TV show: "Medium"
Favorite song: "Rockstar" by Nickelback
Favorite movie: "Harold and Maude"
Favorite book: "The Other Boleyn Girl"
Favorite restaurant: "I love all food."
Beverage of choice: "Water and Diet Coke."
Hobbies: "Everything to do with my family and my dogs. We just got a new dog, a Spinoni Italiani. There is a lot of dog walking. And I try to work out when I can find time. I am a real family girl."
E-mail address: robinbertolucci@clearchannel.com

'It was like coming into a museum with Rembrandts and Van Goghs, and just saying, "OK. I am going to paint the wall behind it, reframe and put on a spotlight, because it is amazing already."'— Robin Bertolucci