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10 Questions with ... Robert Burch
November 30, 2009
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BRIEF CAREER SYNOPSIS:
National PD for Century Broadcasting, 1975-1982; Station Manager at KWK & KGLD-AM/St. Louis, 1984-1986; GM at KLTH & KXOK-AM/St. Louis, 1986-1990; VP/GM/PD at KEZK & KFNS-AM/St. Louis, 1991-1996; GM Metro Networks, San Diego, 1997-1999; VP/Founding Stockholder at Timebuy.Com, 1999-2001; VP/GM WLOK-AM/Memphis, 2002-2004; VP/Station Manager KPRI-FM/San Diego. 2004-present.
1. How did you become interested in radio?
A high school buddy of mine had a studio in his basement and was a big time Top 40 jock. I spent a lot of time in that basement spinning records and drinking beer.
2. Who were your mentors?
Dick Ulett, Shelley Grafman, Jack Buck
3. Who is your best friend in the business?
I'm lucky, too many to name, but Craig Lambert would have to stand out. A lot of water under that bridge!
4. What do you like best about your job?
The fact that I have one.
5. What has been your biggest career highlight?
Achieving major success for eight years as National PD for Century Broadcasting's four big stations -- KSHE/St. Louis, WABX/Detroit, KWST/ Los Angeles and KMEL/San Francisco. Also managing and programming KEZK to the No. 1 music station in St. Louis.
6. KPRI is your first Triple A station. How does it compare to the other formats you've been involved with over your career?
It reminds me a bit of the old AOR days. Having chances to explore new music and artists is always a challenge and a fun part of the process.
7. Now that PPM is in the market, what are you doing differently?
Promote forward. Make appointments. Practice brevity to all things. Keep the listener involved.
8. How has your station website been used for marketing?
We try to make our website, and use thereof, a part of the "whole package" with respect to being a KPRI frequent listener. We direct so much of what we do through the website. Our on-air programming is truly a partner with our website content.
9. Biggest change that you'd like to see in the business?
A return to the days when "local" radio really ruled. Those radio listeners who have come along in the last 20 years just have no idea what they missed. So I guess a "time capsule" would be a formidable answer.
10. If you wanted to completely change careers today, what would you do?
Be a gigolo or a bullfighter -- you choose!
Bonus Questions
Last Non-Industry Job:
Army
First Record Ever Purchased:
Patty Duke's "Let's Get Together"
First Concert:
Canned Heat
Favorite Band Of All-Time:
The Rolling Stones
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