KFXM 590 AM - KDUO 97.5 FM Employee Alumni Tribute Website

Is Bob there? Tell him Edward R. Murrow is Calling!

U.S. Air Force. Stationed at Baltimore, Maryland with the Air Force Air Research and Development Command. Bob and his office were responsible for providing information to the press including newspapers, radio and the new television media about new aircraft that were being tested and developed. One of Bob's almost daily duties included talking with the famous broadcaster, Edward R. Murrow of CBS. Murrow would hear about a new plane being developed and call Bob to get information and especially film. Many times within hours the film was being broadcast to a TV audience across the country. Upon completion of Officer's Candidate School in Texas, he was assigned as an adjutant officer with the 320th Field Maintenance Squadron at March Air Force Base in Riverside, California. This assignment in Riverside was the reason Bob ended up back in Southern California. Bob said at the time, "after smelling the orange blossoms and enjoying the incredible weather year round, he decided that someday soon he would return."

After leaving the Air Force on an "early out" when the Korean war was over Bob decided to use his G. I. Bill benefits and attend school. Not just any school but Don Martin School of Broadcasting in Hollywood, California. At Don Martin they taught the complete course to get the student the best starting jobs in radio. Bob was at the school for about a year and studied to pass his F.C.C. First Class Radiotelephone License. While attending Don Martin (at night), Bob worked for the Monterey Park Californian, a small weekly newspaper selling display advertising. The main purpose of getting the First Class license was that radio stations paid more for announcers (DJ's) who had a "first phone." Back then, when an announcer had a license they could do some of the duties of an station engineer. They could take the necessary transmitter readings and fill-out the official station F.C.C. log. Very minor adjustments to the transmitter and equipment could also be made because of the license.

Nearing completion of courses at Don Martin, Bob started sending out the usual demo tapes to countless radio stations in search of a radio station that would give him a "shot." One station liked Bob's voice and contacted him by letter about a position. The station was KSID in Sidney, Nebraska which is located about a hundred miles East of Cheyenne, Wyoming. Bob had been temporarily been stationed at Francis E. Warren Air Force Base in Cheyenne and knew how blistering cold it gets in that part of the country but he needed a job. After taking the job, Bob headed East in his brand new 53' Ford convertible for Nebraska. That convertible car really drew some stares from the locals in Sidney. Nobody in Nebraska except the very wealthy would have a car with no roof because of the fierce snow storms and cold weather. The California plates on Bob's car also grew some attention.

While Bob was working away on the Nebraska prairie at KSID, he played golf on a course where you had to watch out for the rattlesnakes while playing. The golf course literally had "sand greens" where, when your ball landed, you would use a pipe and drag(smooth) a path to the hole before putting. Bob attended many social events and parties around Sidney and met a lady named Lila who was employed at the local Fox Theater. Lila and Bob dated several times, became best friends and eventually fell in love. Lila had two boys(John and Brad) from a previous marriage but Bob quickly took a liking to them as well. The couples engagement didn't last long and after knowing and loving each other for over a year they eloped and got married by a Justice of the Peace in Scottsbluff, Nebraska. After about a year and a half of cold winters and no future, Bob started putting together air checks on tape and sending them out to sunny California. Finally, after six months a letter arrived from Ray Lapica, owner of the new KACE in Riverside, California, Bob couldn't believe the coincidence. The letter offered a position as announcer and wanted Bob "yesterday." The fact of the matter was that when Bob and family arrived there had been engineering delays and the station's first on-air day was six months away. Being resourceful and talented, Bob convinced owner Lapica to let him sell radio advertising until the station went on-the-air. Bob was very happy when the owner gave his approval. But, wait a minute, Bob Bunnell is going out into the business community to sell radio spots for a station that is not even on the air? That's right Bob was selling "future spots" to clients with the air date "to be determined at a later date." Now that's what you call selling double-intangible radio advertising. Maybe now many people who worked for Bob Bunnell know why he gave you a funny look when you told him you're having trouble selling advertising.

KFXM and Bob Bunnell find Each Other

Bob was starting to make en roads into San Bernardino because more and more of his clients in Riverside were setting up new locations in the San Bernardino and Redlands areas. It wasn't until the very late 1950's that radio stations had mass appeal in adjoining cities. Riverside and San Bernardino had fought between each other for years to retain their own unique identities. Businesses and citizens in a community were loyal to one another. The one thing that became clear was that Bob was making a name for himself and it wasn't long before KFXM General Manager, Norm Keats approached Bob and wanted to talk. They discussed the advertising situation in the greater area and Norm pointed out to Bob that with the great audience numbers KFXM had that it would be a tremendous opportunity. Bob considered his options and eventually realized that he could make a lot more money working for KFXM. The job was an advertising sales position. This is where Bob started and as they say, "the rest is history. " Being a talkative, likable and friendly kind of guy helped Bob Bunnell propel his career to record levels. There are still accounts in the greater Inland Empire advertising on the radio who will say that Bob Bunnell was their first radio advertising sales person. Sales people who are now working with these clients can thank Bob for his handling and grooming of the clients initially. Some of Bob's key clients were Bob Wickett Crysler-Plymouth, Bob Nelson of Tri-City Tires, the Original Mc Donalds on North "E" street, Bill Ellis Ford, OK Hopkins Appliances (Original Riverside Plaza), Arrowhead Resort Hotel, Crown Drug, Skip Fordyce Harley Davidson and Honda Motorcycles, Inland Motors Ford (Redlands), Dick Romero Buick, Taco Tia Restaurants and many many more to numerous to mention. Many of these clients were large advertisers on KFXM and they also became personal friends of Bob, his wife Lila and their family. Many weekend barbeques, trips to the beach, the mountains and even Las Vegas were shared with clients. The one great thing was that almost all of Bob's clients who would get together for trips or barbeques had the ability to separate business from pleasure.

Bob truly started in radio in what could be termed the golden years of radio and especially rock n' roll. KFXM had been in San Bernardino in one form or another since the late 1920's. When Howard Tullis bought the station in 1956 he transformed the business and reinvented the image of KFXM. While enjoying the loyalty of listeners that were now into the second generation, Tullis had the foresight to see the future of radio. Being in business in advertising in Hollywood, Tullis rubbed shoulders with the entertainment and advertising elite. He hired and brought in a former entertainer/singer named Roy Cordell to be the KFXM Program Director. What a brilliant move, here's a guy who had all the connections to top entertainers and recording industry executives. Roy Cordell had been a vocalist with the Jan Garber well known big band. With Roy's connections, KFXM quickly became a key radio station for the debut of new songs by popular recording artists. Big fans of performers naturally became fans of KFXM because they knew that KFXM would be the station to play a new record first. Roy Cordell was the KFXM Program Director who first arranged and promoted huge live appearances by recording stars and television stars and more. Note: You can read more on Howard Tullis, Roy Cordell and Norman Keats in the History section of this Web site.

KFXM was to Broadcast the new LA Dodgers, What Happened?

In 1958 the Brooklyn Dodgers moved from New York and made their new home in Los Angeles. The new ball club was looking for radio and television stations to broadcast their games. Bob being a big baseball fan was very excited about the possibility of KFXM broadcasting the games. Roy Cordell had made the contacts in Los Angeles and it looked like everything was go for KFXM and the Los Angeles Dodgers in 1959. Bob immediately went out to his clients and pitched advertising sponsorships during the Dodger broadcasts. Well, like a lot of programming decisions back in the early days, this Dodger thing maybe wasn't thought through enough. Apparently, Howard Tullis mulled over the idea of Dodger baseball on his dominant rock n' roll radio station and had some major misgivings. Tullis contacted Roy Cordell (Program Director) and Norm Keats (General Manager) and they all discussed the Dodger situation. The consensus was that everyone feared that a significant number of listeners would not like Dodger baseball over Bill Haley and the Comets or Buddy Holly. Bob Bunnell and the other sales people had literally sold out the time slots for the Dodgers. What Bob would later look back on the day Roy Cordell and Norm Keats met with him as one of his darkest days working at KFXM. Roy and Norm brought Bob into the station and said, "Now Bob, come on in my office and sit down and relax." Bob wondered why all the extra attention and drama?" Bob was thinking in the back of his mind, am I getting fired or what? Norm and Roy explained to Bob that they had made a very bad programming decision by having the Dodgers on a rock 'n roll, top 40 radio station like KFXM. They said it just wouldn't fit and they feared a big loss of listeners if the Dodgers were aired on the station. Bob then asked, "what about all the advertisers, we're sold out and a lot of the clients are going to be really upset." Roy and Norm told Bob they were sorry and that maybe something could be done to appease the clients in another way.

Bob Bunnell Demanded "Cash Up Front" from Elvis for Spots

In the late 1950's rock n' roll was really gaining momentum and KFXM had become the dominant radio station to premier songs from both new and top recording artists. There were many concerts held at the Swing Auditorium with the biggest names in the recording industry. All the names you can imagine from back in the day appeared at the Swing. There had been some shady promoters come through town that had some very flaky reputations but usually you weren't aware of this until you got burned. The old saying was, "you knew you had a problem if the advertising bill for weeks of airing spots hadn't been paid for promoting a rock concert by the day of the concert."Many of these promoters would be seen for a few minutes before the concert then they would go to the ticket booths and collect the money and disappear. Some literally were never seen again and just vanished with the thousands of dollars in ticket sales. Performers, radio stations, newspapers and who knows else got stiffed with no recourse. I'm not sure if it's "urban legend" and or a rumor, but their's a story about Chuck Berry and when he traveled across the country performing that his policy was, "you pay....I play." Bob Bunnell had experienced the situation where KFXM was not paid by promoters and they never collected on the past due bill. A famous soul singer (not Chuck Berry and the name will remain anonymous) ran an advertising schedule for an upcoming concert performance at the Swing Auditorium. Back then they were extended credit for their advertising but this particular performer change that policy for every entertainment oriented business from that point forward. The "cash up front" policy became a standard business practice and policy for almost every broadcasting company. I'm sure that if you checked today at most stations, that this policy is still in effect with the exception of some super huge entertainers who are backed by a corporation. Anyway, to get back to Elvis Presley, his advance team that goes ahead of Elvis' scheduling and booking the promotional advertising wanted to buy spots on KFXM. Bob Bunnell heard of the request and had to intervene and enforce the new policy of "cash up front" with these people. Well, it wasn't but a little time before Bob got a call directly and in person from Colnel Parker, Elvis Presley's personal manager. With his Southern drawl the Colnel in frustration and irritation questioned Bob as to why Elvis Presley should have to pay for his advertising up front? Bob explained in his usual casual and matter of fact way said, "Colnel, I understand your position but we recently were stiffed by a famous soul singer for over $2,500 in advertising. After that incident, we decided that we had to change our policy and now require the advertising money in advance. Bob assured him that this was a policy for all entertainment businesses and that he was not being sorted out individually. The Colnel said that he didn't like the policy but that he understood and that he would be sending payment that day.

Some Humorous Moments

Bob had his share of funny moments involving clients and his sales people. One particularly humorous but frustrating situation was with client Maury Bernstein of Black's for Men, a clothing store located in the Inland Center Mall in San Bernardino. Bob had started Maury on radio selling him his first "spots" but had turned the account over to other sales people over the years. By nature Maury was very rough and gruff and not very considerate of a new sales representative that Bob would send him. It was not uncommon for the sales rep to call Bob and say, "Bob, I've been waiting to see Maury for over two hours, what do I do"? Bob would tell the rep to forget about Maury and come back to the station. Bob would have to call Maury telling him, "Maury, you've got to start treating my sales people with a respect." He'd scold him further telling him, "If you can't treat my people any better, then we'll just stop selling you advertising." He would admit that maybe he was a little busy and forgot about the sales rep, but he has a business to run." Mr. Bernstein would plead with Bob and proclaim, " Bob, you can't stop my advertising, that's restriction of trade and against the law." Maury would also declare, "You can't do that, I'll call Howard Tullis and get him to take my advertising business." Bob would reply, "Maury, you can call Howard Tullis, here's his phone number call him right now." Well, things got a little worse and Bob finally declared a moratorium on Maury's advertising. This lasted several months until the Christmas season was approaching. This was Maury's biggest selling time of the year and he had to get back on the air with his "spots." Maury finally called Bob, sounding like he was on his hands and knees, pleaded with Bob to allow him to get back on-the-air. Bob, couldn't turn Maury away but he was going to set the rules straight. Bob told Maury, "I want you to promise me that in the future, if I send a sales rep out to you, that you will treat that rep with respect and consideration." Maury assured Bob that he would treat the sales reps better and basically apologized. Maury Bernstein was a legend among sales people who had to "deal" with him. He could be so rude and mean that a sales person thought they were being chewed up and spit out by the "King of Mean."