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The Face of Your Audience: Why Perception Isn’t Always Reality

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In 2013, Arbitron conducted a study on radio listening which showed that over 92% of American’s over the age of twelve listen to the radio each week. Over 10,000 stations were tested as part of this project, with 1274 of them being listed as sports talk operators.

What really stood out on a positive note in the research was how the format itself was responsible for delivering the best educated and the highest income earning listeners among the top 22 formats. Given that we’re all in business to make money, this is certainly not a bad thing. Where it is however an issue is when it comes to the perception of your audience among the people in your building.

“Humans see what they want to see” 
― Rick RiordanThe Lightning Thief

In most cases, sales folks are treated to some advanced information and the good ones use it to their benefit when dealing with local advertisers and national agencies.

That said, even the work horses in your building who are fighting each day to generate revenue don’t have a visual perception of who the target audience is because most of the time they’re creating presentations, making phone calls to secure dollars or dealing with their sales manager and a pain in the ass Program Director who they’re convinced is only in the building to make their lives more difficult.

Sellers are typically working off of data and selling points from managers, not the feedback that comes from your audience through social media, text lines, callers and on-site appearances. They don’t see, hear and experience your audience as often as those on the programming end do but then again, that isn’t necessarily a bad thing and here’s why.

If you venture down to the programming end, you get a completely opposite picture painted for who your listeners are. While sellers may see data which shows a smarter and more sophisticated listener, in the mind of most hosts, producers and programmers, your listener is sitting in his basement, playing fantasy football, has a low paying job and he listens to your station for 8-10 hours a day.

Ok maybe that sounds brash and isn’t a reflection of how every programming person thinks but trust me, many do see it that way and it’s not accurate.

Let’s face it, today you can see people and who they are and what they do via their Twitter and Facebook profiles so instantly a perception is created in the mind of the personality once they receive some form of feedback. Secondly, if the studio receives ten texts from the same phone number during the course of a talk show then the immediate thinking is “he can’t have much of a life or a job if he’s bugging us this much“.

The need of a talk show host (and those who work on a program) is to feel that the audience is invested in the content that’s been created so when real people provide some type of engagement to the show, it confirms that the path that’s been taken is the right one for the show. That validation courtesy of a response provides fuel to keep moving the show forward except we often lose sight that those who we see, hear and connect with are not the majority of the audience who are consuming our product.

In various markets the numbers are different so feel free to adjust accordingly with where you’re based but in most cases, 85-95% of the audience DOES NOT call into the radio station. With social media exploding the way it has over the past 10 years I expect the numbers for engagement are up but even if they blossomed to 25% of people talking back to the radio station, that would still mean that 75% of your audience doesn’t speak to you.

We operate in a world where instant validation of our opinion is necessary for our own ego so it’s hard to fathom that 3/4 of the listening audience wouldn’t think to connect with us. Yet they do and that’s where the misconception lies. People who listen to you buy tickets to support your local teams, they buy products they’ve heard about during commercial breaks on your radio station and they have conversations each day with their friends, family and co-workers about things you talked about – they’re just not telling you about it.

Think about it for a minute. How could the sports talk radio format be measured and come back with results that show it to deliver the best educated and highest earning listeners if the sample of evidence was the irrational caller in your market who calls up each week to suggest trading three reserves for Mike Trout or that one lunatic on social media who’s only mission in life is to tell you how every hour of every day how bad you are?

The reason why the intelligence and income levels are higher are because the lawyer who’s listening for 45 minutes while on his way into the office isn’t telling you he does. Neither is the Fed Ex driver who considers you his companion while making deliveries throughout your region. Nor is the local police officers who are driving around listening while trying to keep your streets safe. And it’s certainly not going to be conveyed to you from the high ranking executives in your backyard, including the power players inside of your local professional sports teams.

In all of the professions above (and there are many more), the consumer is focused simply on listening and enjoying the experience, not feeling obligated to participate. Sure it’s a great feeling when we form a connection with a listener because it means our content presentation moved them enough to want to respond but not hearing from them doesn’t mean they don’t exist and aren’t engaged in what we do.

Think about yourself for a second. Most of you have some type of TV show you watch on a regular basis and when it’s over you discuss it with your family, friends or co-workers or you post about it on a social page for your followers to respond to. How many times though did you call, email, tweet or facebook a response to NBC, FOX, ESPN, ABC, etc?

Heck, the Super Bowl is the most watched sporting event of the year and the next day every single radio and TV outlet spends considerable time discussing which commercials worked and which one’s didn’t however we don’t go to work that next day and tell ourselves that we better alert Budweiser, Go Daddy or Geico of what we thought of their new creative campaigns.

Once again, consumption, awareness, mental connection and emotional investment in the product may exist even if the public communication does not.

The reality in this line of work is that you will always be relevant to many more people then you ever thought possible so don’t make the mistake of assuming that the reflection of your audience is what you see and hear through public reaction.

Most people will not consume every segment of your show and in most cases they’re not even listening to you every day. When they put on their radio, they’re hoping to mentally escape into your content and be entertained. As Billy Joel once sang in the hit song “Piano Man”, “He knows it’s me they’ve been coming to see to forget about life for a while“.

In a nutshell, that’s our job at the end of the day. We’re the voice on the radio that’s supposed to take people through a mixture of emotions on their journey to and from work. Whether it’s joy, anger, comfort, confusion or something else is to be decided upon by each individual. We become a part of their world and the only bad part is that we may never know it. Then again judging by our own perceptions, maybe that’s not so bad!

Lesson:

  • Identify the age of your target listener in your key demographic
  • Use your data to better understand what type of income level they’re at
  • Make a list of things that appeal to most men in this age/income bracket
  • Position your content/imaging/engagement strategy in line with your target listener
  • Give this listener a face & name & put it on display in your office/studio for all to see

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Takeaways From The NAB Show and Six Days in Las Vegas

“I’m certainly not afraid to be critical but my enthusiasm for the NAB Show was elevated this year.”

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Six days on the road can sometimes be exhausting. Six days in Las Vegas, and it’s guaranteed. That was my world last week, as I along with more than fifty thousand people headed to sin city to take in the 2022 NAB Show.

The event didn’t draw as many as it had in the past, but after two years of inactivity due to the pandemic, it was good to be back. Judging from some of the vendors I talked to, the sessions I attended, and the feedback I received from folks I met with, though far from perfect, it was a solid return for an important event. Seeing people interact, celebrate others, and talk about ways to improve the business was a positive reminder of the world being closer to the normal of 2019 than the normal of 2020-2021. The only negative from the week, the consistent failure of Uber to appear in the right place at the right time. But that had zero to do with the NAB.

It feels like whenever I attend industry conferences, there are two different type of reviews that follow. Some writers attend the show and see the glass half full. Others see the glass half empty. I’m certainly not afraid to be critical but my enthusiasm was elevated this year. Maybe it was because BSM was a media partner or maybe it was due to the show not happening for years and just being happy to be among friends, peers, and clients and operate like normal. Either way, my glass was definitely half full.

For those who see events this way, it’s likely they’ll remember the numerous opportunities they had to create and reestablish relationships. They’ll also recall the access to different speakers, sessions, products, and the excellent research shared with those in attendance. The great work done by the BFOA to recognize industry difference makers during their Wednesday breakfast was another positive experience, as was the Sunday night industry gathering at The Mayfair Supper Club.

Included in the conference were sessions with a number of industry leaders. Radio CEO’s took the stage to point out the industry’s wins and growth, credit their employees, and call out audio competitors, big tech, and advertisers for not spending more with the industry. When David Field, Bob Pittman, Ginny Morris and Caroline Beasley speak, people listen. Though their companies operate differently, hearing them share their views on the state of the business is important. I always learn something new when they address the room.

But though a lot of ground gets covered during these interviews, there are a few issues that don’t get talked about enough. For instance, ineffective measurement remains a big problem for the radio business. Things like this shouldn’t happen, but they do. NBC and WarnerMedia took bold steps to address problems with TV measurement. Does radio have the courage to take a similar risk? That’s an area I’d like to see addressed more by higher ups.

I can’t help but wonder how much money we lose from this issue. Companies spend millions for a ratings service that delivers subpar results, and the accountability that follows is often maddening. Given the data we have access to digitally, it’s stunning that radio’s report card for over the air listening is determined by outdated technology. And if we’re going to tell folks that wearables are the missing ingredient for addressing this problem, don’t be shocked if the press that follows is largely negative. The industry and its advertising partners deserve better. So too do the reps at Nielsen who have to absorb the hits, and make the most of a tough situation.

Speaking of advertising, this is another one of those critical areas that deserves another point of view. Case in point, I talked to a few ad agency professionals at the show. Similar to what I’ve heard before, they’re tired of hearing radio leaders blame them for the industry’s present position. This has been a hot button topic with executives for years. I often wonder, do we help or hurt ourselves by publicly calling out advertisers and ad agencies? How would you feel if you ran an agency which spent millions on the industry and were told ‘you don’t do enough’? I’m a champion of radio/audio, and am bullish on spoken word’s ability to deliver results for clients, but having attended these shows for nearly seven years, it might be time for a new approach and message. Or maybe it’s time to put one of our CEO’s with one of theirs and have a bigger discussion. Just a thought.

Of the sessions that I attended, I thought Erica Farber’s ‘What Business Are You In?’ was excellent. I especially liked Taja Graham’s presentation on ‘Sharing Your Truth’. I also appreciated Eric Bischoff’s tips on ways to monetize podcasts, and am curious to see how Amazon’s AMP develops moving forward. My favorite session at the show though was “A GPS Session For Your Station’s Car Radio Strategy” led by Fred Jacobs. The insight shared by Joe D’Angelo of Xperi and Steve Newberry & Suzy Schultz of Quu was outstanding. Keeping the car companies on our side is vital to our survival, and how we position ourselves on the dashboard can’t be ignored. Other tech companies and audio operators take it seriously. We must too.

Sessions aside, it was great to check out the VSiN and Blue Wire studios, connect with a bunch of CEO’s, GM’s and Market Manager’s, and visit with Kevin Jones, Joe Fortenbaugh, Jeremiah Crowe, Jon Goulet, Bill Adee, Q Myers, Mike Golic Jr. and Stormy Buonantony. The NFL’s setup for the Draft, and the light show presented at the Bellagio was without a doubt spectacular, plus Stephanie had a chance to say hello to Raiders owner Mark Davis who was inside the back room of a Westgate restaurant where we were having a business lunch meeting. The personal tour we received at the Wynn showed off some of the best suites I’ve seen in Las Vegas, and I was finally able to witness Circa’s Stadium Swim in person, and meet owner Derek Stevens (heck of a suit game). What an outstanding hotel and casino.

Altogether, it was a productive trip. As someone who knows all about building and executing a conference, I appreciate the work that goes into pulling it off. This event is massive, and I have no idea how the NAB makes it happen so flawlessly. This was the first time my head of sales, Stephanie Eads, got to attend the show. She loved it. Our only negative, going back and forth between convention halls can get exhausting. Wisely, Stephanie and Guaranty Media CEO Flynn Foster took advantage of the underground Tesla ride to move from the North hall to the West hall. I wasn’t as bright. If that’s the worst part of the experience though, that’s pretty solid. I look forward to returning in 2023, and attending the NAB’s NYC show this fall.

Additional:

You’ve likely seen posts from BSM/BNM on Facebook, Twitter and LinkedIn promoting a number of open positions. I’m adding crew to help us pump out more content, and that means we need more editors, news writers, features reporter’s and columnists. If you’re currently involved or previously worked in the industry and love to write about it, send a resume and few writing samples by email to JBarrett@sportsradiopd.com.

With that said, I’m excited to announce the addition of Ryan Brown as a weekly columnist for BSM. Ryan is part of ‘The Next Round’ in Birmingham, Alabama, which previously broadcast on WJOX as JOX Roundtable. The show left the terrestrial world in June 2021 to operate as its own entity. Ryan’s knowledge and opinions should provide a boost to the site, and I’m looking forward to featuring his columns every Tuesday. Keep an eye out for it tomorrow, and if you want to check out the guest piece he previously wrote for us, click here.

Demetri Ravanos and I have talked to a lot of people over the past month. More additions will be revealed soon. As always, thanks for the continued support of BSM and BNM.

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Six New Contributors Join Barrett Media

“These latest additions will make our product better. Now the challenge is finding others to help us continue growing.”

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Building a brand starts with a vision. Once that vision is defined, you identify the people who fit what you’re creating, lay out the game plan, and turn them loose to execute. If the product you’re creating is original, fills a gap in the marketplace, and the work turned in by your team is consistently excellent and promoted in the right locations, more times than not you’ll build an audience.

As you grow, the focus turns to studying what your audience wants, needs, and expects from your brand. Certain things you expect to be big turn out small, and the things you saw limited upside in create opportunities you never saw coming. It’s critical to be open minded and ready to pivot while also examining where and when people consume your product, which pieces of content do and don’t matter, and then use that information to direct your team to give folks more of what they value and less of what they don’t. Team members should want that feedback too. It tells them what is and isn’t worth spending their time on.

As I lay all of that out it may sound like I’m talking about a radio station or television operation. These are the things programmers do frequently to make sure the talent, shows, and brand is satisfying the expectations of an audience. But what I’m actually referring to is the brand you’ve made a choice to click on to read this column, Barrett Media.

I’ve mentioned many times on this website how I started this operation by myself, and didn’t expect to have a team of writers involved in it. I was focused on consulting sports stations, sharing my programming views on this website, and as I cranked out content consistently, I discovered others loved the business like I did and had a desire to share their insights too. Rather than sticking to my original plan, I pivoted and increased our content offerings. In return, the audience grew, clients grew, and it’s led this brand to grow beyond my expectations. Now we cover sports AND news media, we run an annual conference, feature a membership program, create podcasts, deliver a daily 8@8 and three times per week BNM Rundown newsletter, and work with various brands and companies across the broadcasting industry. I’m extremely fortunate to be in this position and don’t take it for granted.

But with growth comes change. We’ve been blessed to have a lot of talented people contribute to this site over the years, and as they produce quality work, and others across the industry recognize it, they earn interest for their services. That then leads to some having to sign off for bigger opportunities. I see that as a great positive for the brand. Would it be nice to have more consistency and keep a crew together for years? Of course. I know it’d make Demetri’s life a lot easier. If we’re losing people for the right reasons though, and they’re landing opportunities that help them advance their careers, I’m going to be happy for their success, and trust that we’ll find others to keep us moving forward. The success of our team helps make what we do more attractive to others because it shows that if you do good consistent work here, you can put yourself in a position to attract attention.

Over the past two months, I have challenged Demetri Ravanos to invest more time talking to people about writing for us. Expanding our Barrett News Media roster is a priority. So too is adding quality people to help us improve Barrett Sports Media. BSM has had just under seven years to earn trust with readers. BNM has had less than two. We’ve put out ads on our website and newsletters, social posts, an ad on Indeed, and we’ve reached out directly to people who we’ve felt may be able to add something interesting to our brand. Most of my time is spent listening to stations and talking with clients, but my eyes are always roaming looking for content, and my mind is always thinking about what we can create next to make an impact.

I don’t judge our brand’s success based on clicks, shares, breaking news before other outlets or showing up in the top three listings on Google. I care more effort accuracy, timeliness, passion, consistency, storytelling, insight, and being fair and non-agenda driven. We’ve found our niche being able to tell stories about broadcasting professionals, relaying news, and offering expert knowledge to serve those involved in the broadcasting industry. If we continue to excel doing those things consistently, I’m confident our audience will reward us by reading and sharing more of our content. It’s why we never stop recruiting to keep things fresh.

Having said that, I am excited today to reveal six new additions to the Barrett Media staff. Peter Schwartz is a name and voice many in New York sports radio circles are familiar with. Peter has spent three decades working with various outlets and I’m thrilled to have him writing weekly feature stories for us. Brady Farkas is a talented host and former programmer who now works for WDEV in Burlington, VT. Karl Schoening is a play by play broadcaster who has worked in San Antonio sports radio and has had the added benefit of learning the industry from his talented father Bill who calls Spurs games. Each of them will produce bi-weekly feature stories for the brand. Jason Ence is in Louisville and has written about sports betting for Twin Spires while also working for ESPN 680. He’ll be writing sports betting content for us on a weekly basis. Jasper Jones will help us by adding news stories on Friday’s. He’s presently in Philadelphia learning the business working for Audacy. Last but not least, veteran author, Brewers writer, and former radio professional Jim Cryns comes on board to help us with features on news media professionals.

These six additions make us stronger, and I’m excited to have them join the team to help us add more quality content to the website. That said, we’re not done yet. Demetri and I are still talking with others and I expect to make a few more additions in the weeks ahead. As I said earlier, we want to improve the news media side of our operation and continue adding people to help us make a bigger dent in the sports media space. Broadcast companies invest in us to help them, and I believe it’s important to invest back.

If you’ve programmed, hosted a top rated show, worked in measurement, led a cluster as a GM, sold advertising, represented talent or have worked in digital and feel you have knowledge to share, reach out. I can’t promise we’ll have room but we’re always willing to listen. I’m not worried about whether or not you’ve written for professional publications. Passion, experience and unique insights matter much more than a resume or journalism degree.

I appreciate everyone who takes time to read our content, like and share it on social, and all involved with this brand who help bring it to life each day. The latest additions of Schwartz, Farkas, Schoening, Ence, Jones and Cryns will make our product better. Now the challenge is finding others to help us continue growing.

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Programming In Fear Is a Recipe For Failure

“The best programmers go to work focused on making an impact and thinking about what could go right not what could go wrong.”

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If you haven’t read Demetri Ravanos’ column this week, which included feedback from five programmers on whether or not they’d hire sports radio’s equivalent of Deshaun Watson, you should. It’s interesting, enlightening and sparked my interest to write a follow up column.

When it comes to decision making in the media industry subjectivity is at the center of everything. It’s not as simple as the NFL where wins and losses are often decided by talent and coaching. Instead, our business is judged by a small amount of meters and their activity using our products as determined by Nielsen, and personal relationships formed with advertisers and media industry professionals. All three of these areas may be less than perfect in determining if something is going to work or not, but it’s the way it is.

Let’s start with something I think most of us can agree on – listeners spend time with brands and individuals that cut through the noise. Most will also agree that advertisers value that too. If a talent can attract an audience and convert them into customers on a consistent basis, a company will employ them. Advertisers will ask to be included in their program too. If issues with a host’s track record or character exist it may turn off a few sponsors, but when there’s money to be made, the bottom line usually wins.

It’s similar in some ways to the NFL, which is why players like Deshaun Watson, Tyreek Hill, Antonio Brown, Michael Vick, Aldon Smith, Kareem Hunt, Joe Mixon and others are given second, and in some instances third and fourth chances to play. In a league where wins and talent impact the bottom line, executives care more about success than their morale standing. I know some folks would prefer that to be different but competition and business success drives many to look past certain situations.

In every business, there are people who are dirt bags. You may not want to associate with them or see them receive second or third chances, but if they can help a team win, make the franchise money, and excite a fanbase by helping to deliver a championship, owners are going to turn a blind eye to outside issues. They’ll even pay these players insane amounts of money despite their problems. Just look at the recent deals inked by Watson and Hill.

I know radio and television isn’t exactly the NFL, but as I read Demetri’s column I couldn’t help but think about the dilemma radio programmers face; to hire the best talent and run the risk of dealing with increased attention by inviting baggage into the building or play it safe and hire people with less problems even if their talent level is lower.

We work in the media industry. The job is to deliver audience, and ad revenue. If someone possesses the ability to help you do that, you owe it to your bosses to look into it. If you are going to pass up hiring someone with special talent because you value character more, I applaud you. It’s commendable and speaks volumes about who you are. But producing high ratings and revenue isn’t determined by who’s a better person. If your competitor loses to you in the morale department but wins consistently in those two areas, you may one day be calling me for advice on saving your job or finding the next one.

Audiences care far less about an individual’s behavior or the negative PR you have to absorb. They simply listen and/or watch people they find interesting and entertaining. Did the Chiefs and Bucs sell less tickets after adding Hill, Mixon or Brown? The answer is no. Fans wanted to see their teams win, and as long as those players helped them do that, far less cared about whether or not those guys were good or bad people. I’m sure Browns fans will do the same with Watson if he delivers a title for the city of Cleveland.

This issue is red meat for many in the media because it makes for great discussion, and generates a lot of reaction. However, as nice as it’d be to have good people in every enviable position, this is a business, and what matters most is the final result in generating audience and advertising. Sometimes that means adding people who bring baggage through the door.

Advertisers aren’t much different than fans either. They may voice concerns or reject being connected to someone initially who comes with negative attention, but if people start to listen or watch, they’re going to want to be involved eventually because it presents an opportunity to improve their bottom line. It’s why you don’t see a surge of advertising partners abandon NFL teams after they sign or draft a player with a troubled past. If it’s good for business, exceptions will be made.

Some may not like hearing this, but a brand manager is paid to improve their brand’s business not to manage the media’s morality department. I’d much rather work with good people who provide little drama. It makes work more enjoyable. But this is the entertainment business. Some high profile stars have ego’s, issues, ridiculous demands, and they create a lot of bullshit. Some are worth it, some aren’t. If they can help attract big dollars and a large audience, it’s an executive’s job to find a way to employ them and manage them.

I’m not suggesting that we should hire everyone with a prior track record of problems. I’m also not advocating not to do background checks, ask questions, double check with references, and feel as comfortable as possible with who you’re adding. It’s important to analyze the risks vs. the rewards when hiring someone who may cause some initial blowback. Not everyone is worth a second or third chance. More times than not, the HR department is going to prefer you add people with minimal risk who make the hiring process easier. But if a special talent is available and they come with baggage, you can’t be afraid to make a move that can grow your brand’s performance and bottom line.

For example, you may dislike some of the prior incidents that Howard Stern, Joe Rogan, Craig Carton, Dave Portnoy, and Ryen Russillo were involved in, but they’ve all shown a consistent ability to deliver an audience, revenue, and relevance. I used those 5 personalities as examples because Demetri specifically used Deshaun Watson, a QB who is widely recognized as a Top 5 QB in the NFL as the example. He’s seen as a game changer on the field just as these personalities are recognized as stars behind the microphone. If a programmer had a chance to hire one of those talents and bypassed them because they were worried about the ‘noise’ they’d have to deal with, I hope and pray their competition takes a pass too. If not, they’d be paying for it for a long time.

That said, I would not put my career on the line for a talent who has twenty two counts of sexual misconduct hanging over their head. I’d tell them to handle their legal situation first and then wait and see how the situation plays out. You can tell me how special a talent is, and I’ll tell you I’m all for second chances and I’m not afraid to put my job on the line to hire someone exceptionally gifted, but I’m also not stupid. Most corporate companies are going to want no part of that association and neither are advertisers. It’d be a bad bet.

But in Watson’s case, he was cleared of the criminal charges. That was decided in a court of law. Are we supposed to never hire him even though he was found innocent? This world is littered with examples of people who are talented, have been accused of wrongdoing, have prevailed legally, and have gone on to make the most of second opportunities. Yet social media is often seen as an approval ground where ‘noise’ matters more than facts.

Human beings are flawed and do stupid things sometimes. It doesn’t make them bad people or not worthy of being hired again. We also have a legal system for a reason. If one is accused of a crime, they have their day in the court, and a judge and jury decides if they are guilty or innocent. For some reason, whenever a high profile individual is linked to a situation, we have a tendency to react quickly, often declaring them guilty and permanently damaged. But that’s not right, and it often blows up in our face.

How did that work out with the Duke lacrosse case? Or when Rafael Palmeiro waved his finger at congress and said he never took steroids? Instant reactions were the Duke lacrosse team needed to be put away for life, and the media needed to leave Palmeiro alone. We later learned, both reactions were wrong. The same thing just happened again with Watson. In the court of public opinion, he’s guilty. In a court of law, he’s not. There’s something very wrong with that picture.

The minute you hire a person connected to controversy you have to know people are going to bring it up, and media outlets are going to draw attention to it. So what? If people listen/watch, and clients spend, deal with it. From the movie industry to politics to the world or sports and the media business, there are many examples of highly skilled people with imperfect records that were worth betting on. You have to have thick skin and be able to absorb negativity if you’re going to hire and manage people. You’re responsible for serving the audience, advertising community, and growing a business, not being the most liked inside your office or on social media.

Secondly, speaking of social media, I think we place way too much value on what listeners say on Twitter and/or Facebook. The majority of your audience isn’t living on Twitter. If they’re not happy with your product, they’ll change the dial or avoid pressing the button to stream your content. There is a lot of good that comes from social media, but when you make decisions for a brand that could raise a few eyebrows, your best move is to tune it out. Let people say what they want. If you’ve done your homework and added an individual who’s capable of making an impact, trust your gut that it’ll be proven right over time.

Third, when you’re talking to someone who has gone through a situation that can potentially create headaches for the brand you represent, remember that they’re going to act remorseful and tell you what you want to hear. They’re hoping to land a high profile job and recover from a setback. Talking to others who’ve been around them and have history with them is part of the process, and hearing them out is too. After you’ve gathered your facts and weighed the pros and cons, it ultimately comes down to whether or not you trust them, believe in them, and have the courage to handle the heat that will soon hit you when you enter the kitchen.

You can avoid all of that and hire someone safer. Sometimes that works. But in a business where talent ultimately wins, others eventually find ways to improve. If the brands you compete with have the guts to take the risk that you didn’t, you may pay for it later. Which is why you can’t dismiss star talent with blemishes on their resumes. It’d be great if we could all go through life, do the right thing, and never have to answer questions for controversial decisions, but that’s not realistic.

I’ve shared this story before, back when I was in San Francisco in 2013, I hired Damon Bruce. He had previously generated heat for comments about not wanting women in his sandbox. It was a bad take, one he endured a lot of negative attention for, and despite apologizing and serving a suspension, nothing seemed to satisfy the masses. When we started talking, I entered those conversations knowing if I brought him on board I’d have to deal with the noise. I got to know him, talked to others, and reviewed the facts. One thing that stuck with me, he had never been in serious trouble and he had spent a decade working for the same employer. More times than not, you don’t work somewhere for that long if people don’t value you and enjoy working with you.

Damon would be the first to admit that back then he could be a pain in the ass, and he came to the table with public attention that made him harder to hire. I chose to believe in his talent, trust my eyes and ears, and focus on how he could help us improve our business. There were emails, tweets, and voicemail complaints I had to deal with but typing this now nine years later, after Damon just signed a three year extension to remain in afternoons at 95.7 The Game, I know the right call was made. He had to own his mistake, learn from it, and I had to have the courage to give him a shot and support him. In the end, everyone benefitted.

One story I haven’t shared, took place in 2006. I had just been hired to program Sports Talk 950 in Philadelphia, which has since become 97.5 The Fanatic. Our roster was bare, our lineup had national shows occupying the majority of the weekday schedule, and we needed more top level local talent to get to the next level. As I reviewed local and external options, I put Mike Missanelli and John Kincade high on my list. Ironically, they now both host drive time shows on The Fanatic.

Well, as we were preparing to reach out and talk to people, Missanelli got fired by WIP for ‘violating company policy’. It was alleged that he got into a physical altercation with a part time producer. I wasn’t there so I didn’t know all the facts, but the noise from that situation affected our process. When I raised the idea of meeting with him it was quickly dismissed. I knew he was ready for the next step, would have a chip on his shoulder to beat his former employer, and had a ton of local relationships which could be good for business. I was willing to meet and learn more, and if during that process we felt it made sense to bring him on board, I’d have handled the heat that came from it.

It never even started though. Others worried about the ‘noise’ and decided to pass up the opportunity to add a difference maker to the lineup. The brand struggled to gain traction for the next few years, and when Matt Nahigian arrived in town, he wisely went and hired Missanelli. Almost instantly, the success and perception of the brand changed. Now, The Fanatic consistently competes against WIP, and Missanelli has helped deliver a lot of wins in afternoons over the past 13-14 years.

Each person who makes a decision to hire someone has a lot to consider. If a radio talent is seen in a negative light because of prior history with other professionals or because they delivered an insensitive rant that’s much different than being found guilty of twenty two counts of sexual misconduct. Having said that, I worry that some managers ignore the facts (Watson was found not guilty) and will add a solid talent with less negative attention than a more talented person with extra baggage. As a programmer, would you have had the guts to hire Craig Carton after he served time? Would you have the stomach to handle the heat if Dave Portnoy worked for you and the Business Insider story cast a dark cloud over your brand? Would you stand by Joe Rogan when others attack him for comments made in the past or as artists pull their music because of not agreeing with his views?

I’m not sure if I’m right, wrong, smart or stupid, but I know this, if I believed in them enough to hire them knowing that the noise would increase the second they entered the office, then I’d do my best to have their back. I’d also not think twice about my future or whether or not my corporate boss had a bullseye on my back. I think the best programmers go to work focused on making an impact and thinking about what could go right not what could go wrong. If you program in fear and play it safe to avoid the noise, you run the risk of hearing silence. And sometimes that peace and quiet comes when you’re sitting at home rather than dealing with headaches inside of the office.

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