Nonprofit Spotlight

KCLU

By Erica Rascón on Mar 17, 2016 in Giving, People

Mary Olsen has become an expert at living in the moment. As the General Manager at KCLU, the public news station licensed by California Lutheran University and a National Public Radio (NPR) affiliate, Olsen must remain attentive and flexible.

“When you’re in the news business, you’re constantly in the moment. It doesn’t matter what you have scheduled for production. When news breaks, everything else goes out the window,” Olsen laughs. “It’s all about that moment.

Olsen’s desire to live in the moment is what has kept her in the world of independent radio. After leaving a lucrative position in the television industry, she dove into her role with the fledgling radio station in 1994. She traded her office for an abandoned classroom of the lobby of the freshmen dormitory. She hasn’t looked back.

“I just love public radio and I’m a lifetime listener. I think local news is so important,” Olsen says. “With what’s going on in the world today—healthcare, education, the Middle East—you can’t cover that in a 30- to 60-second sound bite like the popular news channels. Public radio is committed to really telling the stories internationally, nationally, and in the local communities.”

Local news has grown increasingly scarce. A handful of conglomerates now control the majority of new sources throughout the United States. Independent media fills a void that national media overlooks.

“At KCLU, sure, we carry the international news programs but we’re deeply committed to local feature stories and breaking news. We have feet on the street every day, and when there is a mudslide, or the earth is shaking. That’s what we’re covering. When there is a fire burning on the hillside, the community should not be hearing Kanye West’s latest single on the air. When they listen to a radio station, they should be hearing about the fire.”

Public support for moment-by-moment, local news coverage has been astounding. Two decades ago, KCLU only operated for 16 hours in one county. Now, the 24-hour public radio station broadcasts in three counties, topping the charts over larger stations based in Los Angeles. KCLU is the leading news station in the region.

Olsen explains, “We expanded in a geographically contiguous market, most recently to Santa Maria, which Yardi helped us do, and then to San Obispo, which Yardi also helped us do. It was four and a half years ago that we went from the old classroom and, with Yardi’s help, we are in a beautiful state-of-the-art broadcast center. Yardi’s support has enabled us to expand our work on air and expand the programs that we’re able to offer.”

KCLU has developed weekend news coverage with Yardi’s support. The station lacked a dedicated weekend reporter. Yardi recently established a three year grant that would fund a part-time weekend reporter.

“She is here anchoring the news and going out into the field for live coverage. She has done a phenomenal job and we’re over the moon. Yardi’s support has been a game changer. Without their help, our new anchor couldn’t be reporting news. That impacts the entire community,” Olsen says.

Olsen notes that it isn’t just Yardi corporate that has dedicated support for local public radio. Even individual employees have acknowledged the importance of living in the moment, staying current with local news and events.

“Yardi is able to understand our vision and see the impact that we’re making. Employees are also individual donors. It’s not just from a corporate perspective but collectively, as individuals, they get it.”

KCLU’s impact goes beyond breaking news in the community. The programming offered touches the hearts of listeners on multiple levels, creating what Olsen calls “driveway moments.” These are times when the program is so engaging the listeners will sit in their cars to hear the conclusion of the program long after they’ve arrived at their destinations.

“All Things Considered” is KCLU’s evening drive news program distributed by NPR. For Olsen, it’s the show most responsible for driveway moments.

“Radio that is that compelling, stories that can make you angry, reporting that can make you cry, reporting that can encourage you, make you more thoughtful, question your belief systems, your position on something—that’s pretty amazing. It’s pretty darn powerful.”

Join in to show your support for independent and local media by make a pledge online at kclu.org.