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How To Launch a New Show

Jason Barrett

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As someone who has spearheaded the launch of 2 FM sports stations and been responsible for creating and debuting countless talk shows, I think I have an idea or two about what goes into unveiling a brand new program. I say that not out of cockiness, but out of recognizing the details that go into everything you do to make a show matter and gain an impression from Day 1. Believe me, I’ve missed plenty of times and have made numerous mistakes so I’ve learned things that do and don’t work.

While I’ve modified my approach over the years, the importance in having a plan and going through every detail still factors into how I launch shows today. I believe first impressions still matter and you’re only going to help yourself by having your ducks in a row as opposed to working it out as you go.

First things first is identifying who your host or hosts are going to be and what the mission statement is going to be for the show. As a Programmer, you should have a strong idea of who it is you’ve hired. Then comes the challenge of deciding how to brand that personality’s style and presentation. This step is super critical because every aspect of what you do with a show is going to connect back to the overall theme. From the website to your social media platforms to your on-air imaging and external marketing, when you mention the (insert name here) show, your goal is for the audience to identify with the talent and be able to recall something about it.

From there, you can dive into what content items matter most in your market, how the flow of a show should go, if guests matter or not, which ways you’ll interact with an audience, and which qualities about the host(s) resonate and which characteristics have less appeal. I’m a firm believer in using a white board and engaging talent in discussions on these questions because the more they’re involved talking about it, the more they see it and remember it. I can recall numerous sessions where I’ve spent 3-4 hours in a conference room with a show unit and after listing strengths and weaknesses, guest ideas, features possibilities and strategy ideas to build awareness for the show it’s carried directly over to all involved with the show.

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As a rule of thumb, I try to keep a show off the air for at least 1 week and go through every single scenario possible before releasing them into the wild. Most radio people just want to go on the air, do the show, and do the least amount of analysis possible before getting started. That’s because it’s not always comfortable or easy to think about who you are, why you matter, what the theme of your show is, what strategy you’re going to implement to help the program reach a level of success satisfactory for everyone involved, and what the audience does and doesn’t value. If I had more time I’d probably give a show 2-3 weeks of strategy sessions before launching it but in the radio world, that’s an eternity and unrealistic. That said, I do believe the time you invest in understanding the goal, the people involved and the direction for where you’re headed pays off for you in the end.

Ironically enough though, the one form of media which we’re lumped in with most (TV) seems to put the extra detail into what they launch and after weeks of buildup via promos, interviews, social takeovers and numerous other marketing opportunities, they have a pretty strong impact on getting consumers to sample their brand new offerings. For radio though, it’s usually a case of hire the host, connect him or her with the producer, figure out a couple of topics and guests for show #1, and off you go. That process though is why shows usually come out of the gate unfocused and without a specific purpose.

Take a step back for a second and picture yourself in the shoes of James Gandolfini or David Chase. You’ve got a brand new show debuting on HBO and you’re the creator (PD) and the lead character (on-air host) of a program titled “The Sopranos”. Would you launch the show on the day you were hired? Would you just go in front of the camera and figure it out on the fly? Would you leave it to the consumer to figure out what the mission statement of the show is? When I hear radio people mention “we’ll get that sorted out afterwards, let’s just get it on the air” it makes me crazy. Using that rationale, a show like The Sopranos would have been a radio dud. However, because a strategy was in place, the show’s mission and audience target were understood, and the content was crisp once it hit the air, people had an expectation of what they were going to see. They then bought into the messaging, the characters, and consumed the content. The result was one of the most iconic shows in television history. Here’s the promo leading up to Season 1 on HBO. This is why radio shows need the extra detail invested in them before they even touch the airwaves.

So you’re now going to tell me that the Sopranos are an entirely different deal and not a fair comparison right? Ok then let’s take the entire movie industry. You head out on a weekend to watch a 2-hour film. What’s the first thing you watch when the lights go off? Previews! They run usually 1-2 months in advance of when a film is released in the theatres. Most film companies buy a heavy advertising schedule a few weeks prior to the release to get you interested in going to see it. Heck when you’re in the theater and the preview is done, half the time you can’t shut up about whether or not you’ll go see it once it’s released. Is there really any difference between launching a new movie and a new radio show? Actually there is. The film has spent time going through every detail and establishing what they want people to take away about it whereas most radio shows do not.

One could also suggest that the film is planned out and only 2-hours long whereas radio shows sometimes deliver 10-20 on-air hours per week. But this isn’t about how much time has to be filled, this is about drawing interest to a new show, having a creative direction and plan for where you’re headed, and understanding the roadblocks ahead you’ll have to navigate in order to achieve success. Here’s the Transformers 4 trailer. Watch it and see if you can come away with what the focus of the movie is. I’m sure you will, and like most people on this planet, you’ll be heading to the theater to watch it soon and making it the #1 film at the box office on the weekend it’s released.

It seems simple and it should be, but strategic planning doesn’t happen often yet it’s an essential focus for the launch of any new show. I believe it makes a HUGE difference between having short-term and long-term success. If you can spend time with your talent and production staff and go over what the main hook of the show is going to be and illustrate a plan for how to create something which is going to matter to the local audience, then your chances of success are much higher.

I also find that most of your staff will appreciate the time you took to analyze them and provide them with ammunition helpful to their future success. Subconsciously they’ll end up recalling parts of what you taught them and that’ll carry over to their conversations without you needing to say anything further. They may not want to spend 3-4 hours trapped inside a conference room but those who understand the big picture of what’s being created will adjust and they’ll be thankful later when the audience shows up to listen.

For a closer look at a day to day game plan and what’s required to launch an effective show click on the link below!

New Show Strategy 

Additionally I’ve attached a few promos which my former Imaging Director Jeff Schmidt produced to help launch some talk shows on 95.7 The Game. Typically I like to promote a brand new show for at least 2 weeks prior to a launch. If time allows to do it even longer I don’t see any negative in building even deeper suspense. I believe a new show should be given a ton of promotional support prior to hitting the airwaves, so from a promo standpoint a healthy number to schedule is somewhere between 100-125 over the span of 14 days.

The main goal when launching a new show is to generate curiosity to make people sample. Then it’s up to your talent to deliver on the expectations that have been positioned in the promos, and make sure that the hype created for the new program is warranted. You’ve heard it time and time again, you never get a second chance to make a first impression, so get your details together, have a focused plan and understand what you’re trying to create and tap into before you do it. You’ll be much further along this way then if you tried to figure it out as you go!

Haberman & Middlekauff – Launch Promos:

Damon Bruce Show – Launch Promos:

Barrett Blogs

BSM’s Black Friday SALE on BSM Summit Tickets is Underway!

Jason Barrett

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Each year I’m asked if there are ways to save money on tickets to the 2023 BSM Summit. I always answer yes but not everyone takes advantage of it. For those interested in doing so, here’s your shot.

For TODAY ONLY, individual tickets to the 2023 BSM Summit are reduced by $50.00. Two ticket and four ticket packages are also lowered at $50 per ticket. To secure your seat at a discounted price, just log on to BSMSummit.com. This sale ends tonight at 11:59pm ET.

If you’re flying to Los Angeles for the event, be sure to reserve your hotel room. Our hotel partner this year is the USC Hotel. It’s walking distance of our venue. Full details on hotel rooms can also be found via the conference website.

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Barrett Blogs

Mina Kimes, Bruce Gilbert, Mitch Rosen, and Stacey Kauffman Join the 2023 BSM Summit

“By the time we get to March, we should have somewhere between 40-60 participants involved in the conference.”

Jason Barrett

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The 2023 BSM Summit is returning to Los Angeles on March 21-22, 2023, live from the Founders Club at the Galen Center at the campus of the University of Southern California. Information on tickets and hotel rooms can be found at BSMSummit.com.

We’ve previously announced sixteen participants for our upcoming show, and I’m excited today to confirm the additions of four more more smart, successful professionals to be part of the event. Before I do that, I’d like to thank The Volume for signing on as our Badge sponsor, the Motor Racing Network for securing the gift bag sponsorship, and Bonneville International for coming on board as a Session sponsor. We do have some opportunities available but things are moving fast this year, so if you’re interested in being involved, email Stephanie Eads at Sales@BarrettSportsMedia.com.

Now let’s talk about a few of the speaker additions for the show.

First, I am thrilled to welcome ESPN’s Mina Kimes to the Summit for her first appearance. Mina and I had the pleasure recently of connecting on a podcast (go listen to it) and I’ve been a fan of her work for years. Her intellect, wit, football acumen, and likeability have served her well on television, podcasts, and in print. She’s excelled as an analyst on NFL Live and Rams preseason football games, as a former host of the ESPN Daily podcast, and her appearances on Around The Horn and previously on Highly Questionable and the Dan Le Batard Show were always entertaining. I’m looking forward to having Mina join FS1’s Joy Taylor and ESPN LA 710 PD Amanda Brown for an insightful conversation about the industry.

Next is another newcomer. I’m looking forward to having Audacy San Francisco and Sacramento Regional Vice President Stacey Kauffman in the building for our 2023 show. In addition to overseeing a number of music brands, Stacey also oversees a dominant news/talk outlet, and two sports radio brands. Among them are my former station 95.7 The Game in San Francisco, and ESPN 1320 in Sacramento. I’m looking forward to having her participate in our GM panel with Good Karma’s Sam Pines, iHeart’s Don Martin, and led by Bonneville’s Executive Vice President Scott Sutherland.

From there, it’s time to welcome back two of the sharpest sports radio minds in the business. Bruce Gilbert is the SVP of Sports for Westwood One and Cumulus Media. He’s seen and done it all on the local and national level and anytime he’s in the room to share his programming knowledge with attendees, everyone leaves the room smarter. I’m anticipating another great conversation on the state of sports radio, which FOX Sports Radio VP of programming Scott Shapiro will be a part of.

Another student of the game and one of the top programmers in the format today is 670 The Score in Chicago PD, Mitch Rosen. The former Mark Chernoff Award recipient and recently appointed VP of the BetQL Network juggles managing a top 3 market sports brand while being charged with moving an emerging sports betting network forward. Count on Mr. Rosen to offer his insights and opinions during another of our branding and programming discussions.

By the time we get to March, we should have somewhere between 40-60 participants involved in the conference. My focus now is on finalizing our business and digital sessions, research, tech and sports betting panels, securing our locations and sponsorships for the After Party and Kickoff Party, plus working out the details for a few high-profile executive appearances and a couple of surprises.

For those looking to attend and save a few dollars on tickets, we’ll be holding a special Black Friday Sale this Friday November 25th. Just log on to BSMSummit.com that day to save $50 on individual tickets. In addition, thanks to the generosity of voice talent extraordinaire Steve Kamer, we’ll be giving away 10 tickets leading up to the conference. Stay tuned for details on the giveaway in the months ahead.

Still to come is an announcement about our special ticket rate for college students looking to attend the show and learn. We also do an annual contest for college kids to attend the event for free which I’m hoping to have ready in the next few weeks. It’s also likely we’ll give away a few tickets to industry professionals leading up to Christmas, so keep an eye out.

If you work in the sports media industry and value making connections, celebrating those who create an impact, and learning about the business from folks who have experienced success, failure, and everything in between, the Summit is worth your time. I’m excited to have Mina, Bruce, Mitch and Stacey join us for the show, and look forward to spending a few days with the industry’s best and brightest this March! Hope to see you there.

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Barrett Blogs

Barrett Media is Making Changes To Better Serve Our Sports and News Media Readers

“We had the right plan of attack in 2020, but poor timing. So we’re learning from the past and adjusting for the future.”

Jason Barrett

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When I launched this website all I wanted to do was share news, insight and stories about broadcasters and brands. My love, passion and respect for this business is strong, and I know many of you reading this feel similar. I spent two great decades in radio watching how little attention was paid to those who played a big part in their audiences lives. The occasional clickbait story and contract drama would find their way into the newspapers but rarely did you learn about the twists and turns of a broadcaster’s career, their approach to content or the tactics and strategies needed to succeed in the industry. When personal reasons led me home to NY in 2015, I decided I was going to try my best to change that.

Since launching this brand, we’ve done a good job informing and entertaining media industry professionals, while also helping consulting clients and advertising partners improve their businesses. We’ve earned respect from the industry’s top stars, programming minds and mainstream media outlets, growing traffic from 50K per month to 500K and monthly social impressions from a few thousand to a few million. Along the way we’ve added conferences, rankings, podcasts, a member directory, and as I’ve said before, this is the best and most important work I’ve ever done, and I’m not interested in doing anything else.

If I’ve learned anything over seven years of operating a digital content company it’s that you need skill, strategy, passion, differentiating content, and good people to create impact. You also need luck, support, curiosity and an understanding of when to double down, cut bait or pivot. It’s why I added Stephanie Eads as our Director of Sales and hired additional editors, columnists and features reporters earlier this year. To run a brand like ours properly, time and investment are needed. We’ve consistently grown and continue to invest in our future, and it’s my hope that more groups will recognize the value we provide, and give greater consideration to marketing with us in the future.

But with growth comes challenges. Sometimes you can have the right idea but bad timing. I learned that when we launched Barrett News Media.

We introduced BNM in September 2020, two months before the election when emotions were high and COVID was a daily discussion. I wasn’t comfortable then of blending BNM and BSM content because I knew we’d built a trusted sports media resource, and I didn’t want to shrink one audience while trying to grow another. Given how personal the election and COVID became for folks, I knew the content mix would look and feel awkward on our site.

So we made the decision to start BNM with its own website. We ran the two brands independently and had the right plan of attack, but discovered that our timing wasn’t great.

The first nine months readership was light, which I expected since we were new and trying to build an audience from scratch. I believed in the long-term mission, which was why I stuck with it through all of the growing pains, but I also felt a responsibility to make sure our BNM writing team and the advertising partners we forged relationships with were being seen by as many people as possible. We continued with the original plan until May 2021 when after a number of back and forth debates, I finally agreed to merge the two sites. I figured if WFAN could thrive with Imus in the Morning and Mike and the Mad Dog in the afternoon, and the NY Times, LA Times, KOA, KMOX and numerous other newspaper and radio brands could find a way to blend sports and news/talk, then so could we.

And it worked.

We dove in and started to showcase both formats, building social channels and groups for each, growing newsletter databases, and with the addition of a few top notch writers, BNM began making bigger strides. Now featured under the BSM roof, the site looked bigger, the supply of daily content became massive, and our people were enjoying the increased attention.

Except now we had other issues. Too many stories meant many weren’t being read and more mistakes were slipping through the cracks. None of our crew strive to misspell a word or write a sloppy headline but when the staff and workload doubles and you’re trying to focus on two different formats, things can get missed. Hey, we’re all human.

Then a few other things happened that forced a larger discussion with my editors.

First, I thought about how much original material we were creating for BSM from our podcast network, Summit, Countdown to Coverage series, Meet the Market Managers, BSM Top 20, and began to ask myself ‘if we’re doing all of this for sports readers, what does that tell folks who read us for news?’ We then ran a survey to learn what people valued about our brand and though most of the feedback was excellent, I saw how strong the response was to our sports content, and how news had grown but felt second fiddle to those offering feedback.

Then, Andy Bloom wrote an interesting column explaining why radio hosts would be wise to stop talking about Donald Trump. It was the type of piece that should’ve been front and center on a news site all day but with 3 featured slots on the site and 7 original columns coming in that day, they couldn’t all be highlighted the way they sometimes should be. We’re actually going through that again today. That said, Andy’s column cut through. A few sports media folks didn’t like seeing it on the site, which wasn’t a surprise since Trump is a polarizing personality, but the content resonated well with the news/talk crowd.

National talk radio host Mike Gallagher was among the folks to see Andy’s piece, and he spent time on his show talking about the column. Mike’s segment was excellent, and when he referenced the article, he did the professional thing and credited our website – Barrett SPORTS Media. I was appreciative of Mike spending time on his program discussing our content but it was a reminder that we had news living under a sports roof and it deserved better than that.

I then read some of Pete Mundo, Doug Pucci and Rick Schultz’s columns and Jim Cryns’ features on Chris Ruddy, Phil Boyce, and David Santrella, and knew we were doing a lot of quality work but each time we produced stories, folks were reminded that it lived on a SPORTS site. I met a few folks who valued the site, recognized the increased focus we put on our news/talk coverage, and hoped we had plans to do more. Jim also received feedback along the lines of “good to see you guys finally in the news space, hope there’s more to come.”

Wanting to better understand our opportunities and challenges, I reviewed our workflow, looked at which content was hitting and missing the mark, thought about the increased relationships we’d worked hard to develop, and the short-term and long-term goals for BNM. I knew it was time to choose a path. Did I want to think short-term and keep everything under one roof to protect our current traffic and avoid disrupting people or was it smarter to look at the big picture and create a destination where news/talk media content could be prioritized rather than treated as BSM’s step-child?

Though I spent most of my career in sports media and established BSM first, it’s important to me to serve the news/talk media industry our very best. I want every news/talk executive, host, programmer, market manager, agent, producer, seller and advertiser to know this format matters to us. Hopefully you’ve seen that in the content we’ve created over the past two years. My goal is to deliver for news media professionals what we have for sports media folks and though that may be a tall order, we’re going to bust our asses to make it happen. To prove that this isn’t just lip service, here’s what we’re going to do.

Starting next Monday November 28th, we are relaunching BarrettNewsMedia.com. ALL new content produced by the BNM writing team will be available daily under that URL. For the first 70-days we will display news media columns from our BNM writers on both sites and support them with promotion across both of our brands social channels. The goal is to have the two sites running independent of each other by February 6, 2023.

Also starting on Monday November 28th, we will begin distributing the BNM Rundown newsletter 5 days per week. We’ve been sending out the Rundown every M-W-F since October 2021, but the time has come for us to send it out daily. With increased distribution comes two small adjustments. We will reduce our daily story count from 10 to 8 and make it a goal to deliver it to your inbox each day by 3pm ET. If you haven’t signed up to receive the Rundown, please do. You can click here to register. Be sure to scroll down past the 8@8 area.

Additionally, Barrett News Media is going to release its first edition of the BNM Top 20 of 2022. This will come out December 12-16 and 19-20. The category winners will be decided by more than 50 news/talk radio program directors and executives. Among the categories to be featured will be best Major/Mid Market Local morning, midday, and afternoon show, best Local News/Talk PD, best Local News/Talk Station, best National Talk Radio Show, and best Original Digital Show. The voting process with format decision makers begins today and will continue for two weeks. I’ve already got a number of people involved but if you work in an executive or programming role in the news/talk format and wish to be part of it, send an email to me at JBarrett@sportsradiopd.com.

We have one other big thing coming to Barrett News Media in 2023, which I will announce right after the BNM Top 20 on Wednesday December 21st. I’m sure news/talk professionals will like what we have planned but for now, it’ll have to be a month long tease. I promise though to pay it off.

Additionally, I’m always looking for industry folks who know and love the business and enjoy writing about it. If you’ve programmed, hosted, sold or reported in the news/talk world and have something to offer, email me. Also, if you’re a host, producer, programmer, executive, promotions or PR person and think something from your brand warrants coverage on our site, send it along. Most of what we write comes from listening to stations and digging across the web and social media. Receiving your press releases and getting a heads up on things you’re doing always helps.

If you’re a fan of BSM, this won’t affect you much. The only difference you’ll notice in the coming months is a gradual reduction of news media content on the BSM website and our social accounts sharing a little about both formats over the next two months until we’re officially split in February. We are also going to dabble a little more in marketing, research and tech content that serves both formats. If you’re a reader who enjoys both forms of our content, you’ll soon have BarrettSportsMedia.com for sports, and BarrettNewsMedia.com for news.

Our first two years in the news/talk space have been very productive but we’ve only scratched the surface. Starting November 28th, news takes center stage on BarrettNewsMedia.com and sports gets less crowded on BarrettSportsMedia.com. We had the right plan of attack in 2020, but poor timing. So we’re learning from the past and adjusting for the future. If we can count on you to remember two URL’s (add them to your bookmarks) and sign up for our newsletters, then you can count on us to continue delivering exceptional coverage of the industry you love. As always, thanks for the continued support. It makes everything we do worthwhile.

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