A Traffic Accident at KCBS That Didn't Have To Happen; Peter Schofield Gets Passed Up and So Too Bay Area Radio Listeners

OF ALL THE SCREW-UPS at KCBS--and there's been plenty--this one isn't significant. But it tells you in full detail how awful this once mighty news radio outlet is run these days.

Peter Schofiled was an ace traffic anchor. I say was because Schofield left KCBS--on his own terms. He was tired of being taken advantage of and routinely passed over for primetime consideration.

Schofield was an eternal #2, a fill-in, but a very good one. So good, AM drive traffic anchor, Kim Wonderley, made it a point that Schofield would fill in for her when she was off. Same too in the afternoon drive with Kim Vestal.

Schofield knew his craft. Knew the Bay Area geography and region well. He not only knew the roads and highways but could pinpoint, say, detours and info listeners loved and looked forward to.

Most importantly, Schofield's on-air anchoring was crisp and fresh. He mixed the most basic traffic minutiae with detailed info and A1 accuracy. Often he'd inject his own dry sense of humor with a special touch making that long, tedious drive through the Bay Bridge maze a lot easier to tolerate.

Schofield coined the term, "brake-tapping." Almost all traffic anchors at KCBS uses it every day.

Schofield left two years ago. The traffic/sports operations guy, Don Bastida, at KCBS blew it BIG TIME on Schofield. He could have offered him any number of gigs, including midday but held back.

Schofield, story goes, would have been content with a Saturday AM spot and a promise for a future permanent gig but was never formally offered such. Instead, under Bastida's watch, Schofield was essentially jerked around and toyed with.

The VP/ND, Jenny Seelig, knowing Schofield was an undervalued/under-appreciate air talent but didn't make any move. She could have and should have. But that would require common sense and creativity, something of a foreign concept at KCBS these days.

Schofiled is out of radio, his own choice, to work as a clerk in the Superior Court in San Mateo county. Job security is much better and so are the perks and benefits. The pay isn't bad either.

Schofield's absense from the Bay Area airwaves is a bummer. It could have been avoided had a couple of knuckleheads did the right thing and made the right move but again, that's heavy lifting at KCBS.