The Ground Floor: Ex-radio host Bob Bruce redirects his skill set

KRAB Consulting provides marketing and media production services

Bob Bruce, former radio host and now owner of KRAB Consulting, works in his office in the Higley Building in Cedar Rapids on Friday, Jan. 26, 2018. After a full career in radio, Bruce is taking his communication skills to his new marketing and consulting business. (Rebecca F. Miller/The Gazette)
Bob Bruce, former radio host and now owner of KRAB Consulting, works in his office in the Higley Building in Cedar Rapids on Friday, Jan. 26, 2018. After a full career in radio, Bruce is taking his communication skills to his new marketing and consulting business. (Rebecca F. Miller/The Gazette)

CEDAR RAPIDS — Bob Bruce calls himself a “recovering radio lifer.”

After more than three decades spent on-air in radio broadcasting, Bruce decided it was time to try something new.

His new venture is KRAB Consulting, a marketing and media production company. (KRAB is an acronym of his four daughters’ first names.)

“The radio business today is far different from what it was...This was an opportunity to do something I had been thinking about for a long time.”

- Bob Bruce

Owner, KRAB Consulting

“Basically I’m trying to monetize 30-plus years of on-air experience, along with management experience and radio promotions,” Bruce said. “Can what I’ve done be of value to others?”

Just a few months into his new business, he still is figuring out all the ways he can add value.

Bruce, a Decorah native, first started working in radio in 1985 and made it his full-time career in 1987. His nomadic profession took him to places such as Sacramento, Calif., Dallas and Wichita, Kan., but he spent half his career broadcasting in his home state.

For more than a decade, he hosted the Bob Bruce Radio Experience on 600 WMT in Cedar Rapids. He left there in early 2015 for a job in Omaha, Neb., but brought his talk radio show back to Eastern Iowa in December 2015 to News/Talk 1540 KXEL out of Waterloo.

Last August, he opted not to renew his contract.

“The radio business today is far different from what it was,” he said. “This was an opportunity to do something I had been thinking about for a long time.”

Bruce’s new business uses his media knowledge and communications skills to provide media production and placement services. He not only writes, records and places advertising for clients, he also wants to help clients develop a strategy for more effectively reaching their customers.

ARTICLE CONTINUES BELOW ADVERTISEMENT

“I have a close relationship with all the media outlets in town,” he said. “I know where and what to advertise.”

One of his first clients was Cedar Rapids City Council member Scott Olson, who hired Bruce to handle communications for his mayoral run. Justin Shields later called him for the District 5 runoff election.

“The political stuff hadn’t even crossed my mind until I started working with Scott,” Bruce said. “I put together the things I’ve done and the skills I’ve acquired and found I can be of help to local candidates.”

Other clients include the Cedar Rapids Rampage, a professional indoor soccer franchise, and the Cedar Rapids Titans, a professional indoor football team. Bruce also works with a partner to provide video deposition services for lawyers.

About a month ago, Bruce made one big change that helped him adjust to his new career. After initially running the business from his Marion home, he now has an office in the Higley Building in downtown Cedar Rapids.

“When I was working off my kitchen table, there was no beginning or end to the work day,” he said. “Now I sit down at my desk and get to work.”

l Know a business in operation for less than a year that would make a nifty “Ground Floor”? Contact michaelchevy.castranova@thegazette.com

At a Glance

l Owner: Bob Bruce

l Business: KRAB Consulting

l Address: 118 Third Ave. SE, Suite 401, Cedar Rapids

l Phone: (319) 899-4302

l Email: krabconsulting@gmail.com

l Website: www.krabconsulting.com

CONTINUE READING

MORE Business ARTICLES TO READ NEXT ...

Ashley Vanorny's path to community service started with the Girl Scouts. Stacey Walker, Molly Hanson and Ryan Bruner grew up in families where public service and helping others was second nature. Simeon Talley worked for a presi ...

CEDAR RAPIDS - A new, local code school has hit two milestones having graduated its first class and with all three members finding full-time jobs within two months.DeltaV Code School, a program by the New Bohemian Innovation Colla ...

Give us feedback

Have you found an error or omission in our reporting? Tell us here.

Do you have a story idea we should look into? Tell us here.