10 Questions with ... Cliff Berkowitz

BRIEF CAREER SYNOPSIS:

My first professional job in radio was in 1977 at KMAK/Fresno, CA. Next was a jock at K104 (KIOY), which ended up being a powerhouse Top 40 guided by consultant Jerry Clifton. From there I went to Top 40 KGGI/Riverside, CA.

I left KKGI and did short stints at KGB and KPRI/San Diego before returning to program KGGI, again under Clifton's guidance, and then went to KCAL in the same market. Did some work for syndicated company Transtar, and then I joined Clifton's consulting company for three years.

Then stint at WILD107/San Francisco and KKBT/Los Angeles. Finally, I settled my family in Humbolt County and after a bit of work here and there, I was lucky enough to be able to purchase a station called KBET, which became KHUM.

1. How did you become interested in radio?

I actually discovered it in college. Prior to that I actually had no interest in radio. My goal was to go into television production. In fact, when I took my first Radio Production class, we were all asked to introduce ourselves and why we were taking the class. I stood up and said "My name is Cliff Berkowitz, and the only reason that I am in this class is that is a requirement for my television courses."

2. Tell us how you came to own KHUM. Were you the person who launched it?

In 1994, my family and I moved to Humboldt to start over. After working my way into the major markets of San Francisco and Los Angeles respectively I became disillusioned by the radio industry. These huge corporations were running the stations more like banks than radio stations. I just wasn't having fun anymore. So we moved to Humboldt to either start my own radio station or get out of radio. Though a series of miracles too numerous to go into here, on January 6th 1996 KHUM went on the air. I am the founder of KHUM and Lost Coast Communications, however, I own only a small part of the company.

3. How would you describe the music on the station?

The station has an eclectic music format. Triple A is as close a label as we can find. But KHUM is a free-form Adult station. We play a lot of contemporary music in the genres indie, folk, Americana, blues, soul, and rock. I like to describe like this, most stations I have done over the years have been very song-oriented, but KHUM is more sound-oriented. The individual songs are more like brushstrokes in the overall picture. We play a lot of good, but unfamiliar music. Our on-air hosts act like tour guides bringing our listeners along for the journey.

4. How much freedom do you give your on-air personalities?

Our DJs have complete freedom on their shows. The only stipulation is that the musical vibe has to fit what KHUM is -- metal, Hip-Hop and current pop are outside of KHUM's sound and psychographic.

5. What in-house specialty shows does the station air?

• Motown Monday Morning (Motown tunes and songs from the Motown Era)
• The Chicken Scratch Show (Americana and Western Swing)
• The Cocktail Hour (Ella Fitzgerald, Frank Sinatra, Frenchy, Dianna Krall, Etc.)
• The Southside (Blues and Rhythm and Blues)
• Meet Me In The Morning (Acoustic Music)

6. What markets does the station reach?

Humboldt, Del Norte and Mendocino Counties

7. Has the area grown in population since the station went on the air?

A little, not much. Humboldt is a pretty slow growing community. Of course with the new marijuana laws, that may change.

8. How do you stay in tune with your audience?

One of KHUM's missions is to be deeply entrenched in the community. We are generally involved in whatever big happenings are going on in the area. We do our best to be at and/or broadcast live from these events.

9. What do you like best about your job?

After 40 years, I still love being on the air. Being able to connect with my listeners, share new music discoveries, and being a vital link to what is happening locally both fun and vital (such as emergencies like floods, earthquakes, power outages and the like).

10. If you wanted to completely change careers today, what would you do?

Probably teach. Of course I don't have to choose, since in addition to my duties at KHUM and Lost Coast Communications, I teach at Humboldt State University. For the past 18 semesters, I have taught Radio Production and the past 14 semesters I have been teaching the next generations of radio broadcasters as the Faculty Advisor for KRFH, the student-run radio station on campus. I share with them what makes great radio, but this station is 100% student-run; very rare in college radio. Oh, and yes, it too is free-form. However, musically it changes completely from DJ to DJ. I love seeing the spark in the eyes of those student who really get what the magic is all about.

Last non-industry job:

Shift Supervisor for Round Table Pizza in McKinleyville, CA. I did this while I was trying to put KHUM on the air.

First record ever purchased:

Beatles, Sgt. Pepper

First concert:

Crosby Stills and Nash

Favorite band of all-time:

The Beatles

What do you enjoy doing in your spare time away from work?

Photography, Biking, and tinkering with computers.