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Is Sports Radio Ready For Its Future?

Jason Barrett

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A few weeks ago I announced on this site my intentions to leave San Francisco as Program Director of 95.7 The Game in the upcoming months. After making that announcement, I had little desire to write. Some of that was due to being gone for a few business trips and some of it was due to needing to focus on some conversations about my future.

But then last week happened.

RISCTwo discussions in particular stuck with me and have had my mind racing for the past few days. First, I was in Dallas for the Radio Ink Sports Conference and during my time there I had the chance to moderate a panel which focused on the mind of millennial listeners. I was on stage with three college students. Two were 21-years old and the other was 26.

Over the course of 45 minutes, I hit all three students with a barrage of questions on their perceptions and interest in sports radio and I along with the rest of the room learned that they live in a different world where content is only king if it can be consumed quickly. If it requires sifting through your podcast to find it, waiting through a commercial break or needing to wait for a host to finish rambling off-topic, they’re gone. Even the big name guest means little if it doesn’t include a hook worth sticking around for.

In their words, Twitter and TV provide the result they desire and sports radio puts up too many road blocks to get what they want. In the case of television, they like the sidebar which tells them when certain stories will be covered and that allows them to use their time more efficiently while still getting what they desire from the program.

TwitterIn the case of Twitter, the information is out there immediately and can be consumed in a matter of seconds and they don’t have to wait for other stories or commercials to finish or for hosts to get back on track. They follow who they want, when they want and they get the information they desire quickly so they can alert their friends and look smart, informed and continue the conversation.

In each of their cases they were drawn to stories that revolved around drama and conflict and when I probed on why they start their day with Twitter and not with radio, they held up their phone and said it was where they check first. When they were reminded that sports radio stations were also on the same device and could also be listened to on the same device, they pointed out the flaws with radio’s apps and said that until the experience was comparable to other forms of media they wouldn’t be going that route.

boredIt wasn’t what many in the room wanted to hear but it was helpful because the only way we improve our products is to understand why the consumer does or doesn’t use our brand. It sounds cliche but we only get one chance to make a first impression and the 25-34 year old audience that awaits us in the next 5-10 years is very different and less likely to use our form of media. They get bored fast, they prefer audio on demand and they’re not loyal. We either serve them on their terms or we risk them not associating with our brand.

In the room I pointed out 4 key words to 4 key industries to make a point of what we could be facing if we don’t stay alert and ahead of the curve. Those 4 words were Music, Movies, Print and Phones. If you asked an executives of each of these industries 20 years ago about their future I’m sure many of them said they were well prepared to succeed. They learned fast though that if you don’t improvise and stay alert, you get knocked off.

Think about it, home phones and pay phones have been replaced by cell phones, social networking sites and app blockbustermessaging software. Video stores like Blockbuster and Hollywood Video have been replaced by your cable company, Hulu, YouTube and Netflix who serve your needs right inside your home. Music went from cassettes and CD’s to digital downloads, Youtube, Pandora, Spotify and iHeart and the newspaper has been replaced by the web and social media. You’re more likely today to find your next apartment or home on Craigslist or through a website than you used to do through a newspaper’s classified section.

While the panel I conducted with those three millennial college students was interesting and informative and made me think about where we’re headed as an industry in the future, there was a second conversation about the past that also stuck with me.

smulyanIf you haven’t had the chance, I highly recommend reading Fred Jacobs’ interview with Jeff Smulyan of Emmis. Jeff was the founding father of WFAN in New York City. While we all know how powerful The Fan is now and we see the boom that has happened to the sports radio format, there was a time when many thought Jeff was crazy to entertain a format around sports. Many of his closest friends and peers lost faith and trust in him and there were numerous times when the plug was nearly pulled on his experiment.

Two things Jeff said really struck me and I believe he’s 100% accurate on both accounts. The first was that it takes staying power to be successful. Too often people attempt things and if it doesn’t hit right away, they change it. This doesn’t mean everything deserves to last forever but if you truly believe in something or someone and have evidence to show that you’re making strides, you’ve got to stay the course and battle for what you believe in.

jobsThe second thing Jeff said that hit home was the quote “The world is never changed by doing the same things everybody else does. It just never is. It’s changed by doing what is different.” For someone like myself who loves Steve Jobs quotes and everything he stood for professionally, I felt the connection to that quote because once again there’s a lot of truth in it. If Jeff didn’t take the chance launching an all-sports station and absorbing the wrath from his bosses and everyone around him, this column may not exist and neither may our entire industry.

The ironic thing is that every year I head to various radio conferences, read numerous articles on our format and talk to numerous executives in our industry and there’s this plea to continue taking risks, trying new things and not following the same patterns. Yet we’re also the first to put up a stop sign and slow down our own momentum when we enter these murky waters.

The reality is that we all like to speak that language and sound bullish and smart but most people don’t like to do the unpopular thing especially when it puts their own body of work and future in question. Ask yourself this if you’re a programmer or talent, what is the one thing you want to do that you believe will make an impact on our industry but you’ve been hesitant to do it because of the fear of failure? Do you believe in it enough to bet your career on it?

nophoneWhen I launched 101 ESPN in St. Louis and 95.7 The Game in San Francisco I did so with the mentality that we’d start off by not taking phone calls and focus instead on providing a stronger content experience filled with more passion, opinion, insight, strong guests and entertaining banter between co-hosts. It wasn’t exactly the most earth shattering idea in the world but given that both markets had done sports talk forever and relied heavily on phone calls, the jury was out on whether or not I was taking the right approach.

While I love caller interaction myself and the passion of one’s voice over a text or tweet any day, I knew we had to create our own point of differentiation when establishing our brand. I also knew their was a difference in the caller entertainment value in places like NY, Philadelphia and Boston as compared to St. Louis and San Francisco.

focusgroupAfter the first year at one of my station’s, we conducted a focus group with a number of listeners. Many in the room were waiting to hear that we were missing the boat by not being caller driven and when the question came up and 35 out of 40 said they preferred the content and lack of calls they were surprised. After the session finished I was asked if the company should take the same approach in other markets. I said no because what worked in my current location wouldn’t necessarily work in another one. The main thing I wanted understood was that just because it wasn’t what we were all used to didn’t mean it couldn’t work.

As the years have passed, each of those stations take more calls but they do so with a stronger emphasis on content and directing the conversations with our audience. I’ve also pushed for the use of tweets and texts inside of content because while it may not be as entertaining as hearing the voice of a listener, it’s the way people interact today. They don’t care how they get through, just as long as they’re part of the show.

schefterIt’s no different than the way television has adapted their standards of video. 10 years ago you’d put on ESPN television and every guest was on camera. Today they’re equally as active with guests who appear by phone. Look at your local news and you’ll find video from viewers used to compliment a story whereas 10-20 years ago they’d never have touched it. The point has been made by the consumer, give me the content now and I’ll deal with less production value.

Let’s turn our attention though back to sports radio. How many stations do you turn on and hear a traffic report, weather report, stock report or time check? Are they really needed? We say we want to target younger demographics and have supported that position by shifting brands and content to the FM dial yet then we deliver benchmarks that are targeted to the upper end of the demo. Does that make sense?

reportsIn some locations maybe it does but I bet the radio station would go on just fine without them. I can’t recall ever hearing a 25-34 year old male get upset over not hearing a stock or weather report. The sales department may not like that because it’s change and those are extra opportunities to attach sponsors to but if you don’t provide a strong content experience to generate ratings (which also helps the sales team), you’re going to lose your audience’s interest.

As we look towards the future, what are some things that you think will change? What trends will be different? Who will innovate and lead the charge to make our format stronger? Social media is becoming the place to talk about sports just as sports talk radio became that destination the past 10 years after surpassing the print industry.

While I’m not Nostradamus, here are 10 things I think could take place in the future.

2LS1. Minority Voices Will Increase – The format is dominated now by white males 25-55 and I think there will be stronger balance over the next 10 years. We’ve already seen a number of female hosts begin to invade lineups and I expect you’ll see more Black and Hispanic talents on the air too. With many major market stations broadcasting to audiences which are more than 50% non-white, I think there’ll be a bigger push to reflect each market more fairly.

sc2. Sports Updates Will Be In Danger – While they’ve been a fixture in the format since its inception, I see them being eliminated or reduced in the future. In many markets there has already been a shift to having on-air hosts do them. I can see some stations adding branded team reports or created content pieces in breaks and I believe the anchor’s future role is going to revolve more around reporting, contributing to talk shows and through the involvement of social and digital media. The need for information and talented people won’t change but how the consumer gathers the information and where it’s presented will.

social3. Say Hello To Social Media Reporters/Video Content Generators – There will be a bigger shift to add people to help radio stations compete stronger in the social and digital space. Pushing out content messages is necessary but the demand to interact back will increase and stations will need to dedicate time and people to make sure it’s a part of their overall strategy. As television has required reporters now to capture their own video and shoot their own standups, radio will look to have multi-purpose people who can write, create video and interact socially. It’ll also be more valuable to station advertisers.

digital4. Digital Media & NTR Sales Will Increase – Buyers are spending more money on social, digital and event driven media and the measurements of digital are a lot easier to analyze and receive faster. The need to be stronger in this area will be important for sales teams to thrive and with advertisers demanding stronger ROI on their investments, radio companies will need more than a great brand and Nielsen ratings story to stay on buys. Text and Email databases, Social and Digital Media inclusion, Content associations, Phone App sponsorships and Events which generate immediate results will all be necessary.

atlradio5. Play by Play Radio Rights Deals Will Decrease – While the dollars continue to reach astronomical heights for television and certain radio markets continue to perform well with LIVE play-by-play, the fact of the matter is that most of the programming takes place at night and audiences are going to become even harder to reach through audio during off peak hours. They’ve also become costly and put many operators in the red and with a growing need inside the industry to show profitability, brands will look harder at the bottom line than the importance of being connected to local franchises. If deals do stay the same or increase, it won’t be without the radio station getting more control of inventory, exclusive categories and programming features and title sponsorship opportunities inside of the broadcast.

nflradio6. An Extension of Our Format Will Be Created – Sirius XM dove into the NFL space early on with its own branded channel and I believe you’ll see an all dedicated NFL channel or MLB channel on terrestrial radio over the next 5-10 years. Whether it’s on the local or network level is still foggy but the next wave of sports talk radio is going to come in the form of specific league content.

On-Demand7. On-Demand Content Will Become a Bigger Focus – Podcast One has done a really nice job acquiring popular celebrity personalities to host their own podcasts and I see sports radio doing more of this in the future. Whether it’s hiring players, coaches, agents, scouts or GM’s to create unique content, I think you’ll find more audio options available with higher profile people.

bonus8. Digital Bonus Incentives – How many operators ask talent to write, chat, tweet, create podcasts or provide additional video? What does the talent get for adding those responsibilities to their regular line of work? Usually nothing. When dollars start shifting digitally and certain talent start attracting stronger numbers online, on social and on video, you’ll find incentive programs created to make sure talent remain involved in helping these brands succeed beyond the over the air signal.

local9. Major Markets Will Go More Local – While national programming has its value in the marketplace, the reality is that local sports talk dominates in the ratings. Networks will be in good shape with digital dashboards, apps and partnerships that help their strategy of delivering audio to fans on multiple platforms but local operators will feel the need to put more focus on local shows with local personalities in order to help increase ratings and revenue.

jefffisher10. Weekly Guest Deals Will Become More Complex – Popular sports personalities, reporters, columnists, athletes, coaches, executives and owners have grown accustomed to appearing on local stations regularly in exchange for cash compensation. While these appearances have great branding value, they’re only 10-15 minutes in length and don’t deliver enough bang for the buck. I see radio operators getting more in the future or walking away from these deals. You may see certain guests and companies start doing deals in multiple markets to create better value for both sides and you’ll see these become more of a fixture in rights deals too. In some deals you may even see the weekly guest provide special hosting assignments to the station in addition to appearances, voiced commercials, signed merchandise and other unique experiences.

Which ones am I right about? Which ones am I wrong about? The future will tell the story. For now, we can debate it and each make our case for where we stand on each issue.

googleradioAside from the 10 I listed, I’m sure there will be others too and that’s a positive (Does Apple, Google or Pandora launch a sports talk network?). This format is nearly 30 years old which is still relatively young and with experience comes knowledge of what works and what doesn’t. If we want to grow and connect strongly with the next generation, we’ve got to keep challenging ourselves to make the format better and adapt to how they use our products.

The big question I have is, will the next Jeff Smulyan have the time, courage and support to launch the next big idea and see it reach its full potential? There’s a fine line between ratings and innovation and the best creations don’t happen overnight.

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Barrett Blogs

Is Sports Journalism Still Worth Paying For?

“I know many like to declare print being dead. I’m sorry I’m not one of them. Adults still enjoy reading.”

Jason Barrett

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Courtesy: Don Nguyen

I’ve been thinking about this column all week because it’s a topic I’m passionate about and curious to hear the responses to. For starters, let me pose a few questions to you. Does quality journalism still matter? Is it worth paying for? Do advertisers see enough return on their investments with print outlets through associations with influential writers, publications and branded content? Are consumers hungry to read the full details of a story or are they satisfied with the cliff notes version and absorbing messages that fit inside of 140-280 characters?

The world we’re in is saturated with content. Attention spans are rapidly shrinking. Social media is both to blame and bless for that. The positive is that we’re exposed to more content than ever before. This means more opportunity to reach people and grow businesses. The challenge of course is standing out.

People listen, read and watch less of one thing now, opting for variety during the time they have available. The issue with that is that it often leads to being less informed. I know many like to declare print being dead. I’m sorry I’m not one of them. Adults still enjoy reading. I see nearly three million people do it on this website alone and we’re small potatoes compared to mainstream brands. Clearly people like to learn.

I raise this topic because last week, Peter King announced his retirement although he left open the door for side projects. After forty plus years of writing the gold standard of NFL columns, King revealed he wanted to slow down and invest his time in other areas of life. Among his considerations for the future after taking a breather are teaching.

In a podcast interview with Richard Deitsch, King said “We may love this column but I doubt that it made enough money for NBC to pay what they were paying me. I don’t think words are very profitable anymore. It’s a sad thing but it’s what’s happened to our business.”

Later in the conversation, King discussed the difficulty he might face if speaking to students about whether or not to pursue working in the media industry. He acknowledged that the business is bad right now. However, he pointed out that if you can write and read, and be an intelligent thinking contributing member of society, there are a lot of jobs you can do beyond being a writer for a paper covering the NFL. You can teach English, work in PR or for a team or league website. But journalism is different now, and though it’s not impossible to do, having flexibility is important.

I agreed with most of King’s remarks and thought about the two different ways people might respond to them.

If you’re in agreement with Peter, you’ll point to the reduction in industry jobs, the changes in salaries, the lack of trust in media outlets, the economic uncertainty facing traditional operators, the shrinking ability to uncover truth, and the data that frequently supports video being hot, and print not so much.

Those who disagree will list the New York Times and The Athletic as examples of print brands that still matter. They’ll also mention the surge in newsletters, the arrival of new online outlets, and the daily communication between millions of people each day on social media, much of it revolving around conversations created or supported by text.

Where I sit is somewhere in between.

First, the notion that it’s harder now than before is one I’ll challenge. When I entered the business, I had to mail letters, send cassette tapes, and wait months for a response. There was no internet or opportunity to create a podcast, Substack, website or video to build an audience. I had to be selected by someone to have a chance to work. There were thousands like me who wanted a way in and were at the mercy of decision makers preferring my resume over someone else’s. I did exactly what King said on the podcast when he mentioned having to do other jobs to support yourself while pursing a dream.

Where I agree with King is when he mentioned words not being as profitable anymore. Are print reporters and columnists going to make what they once did? Probably not. There will always be exceptions just as there are in television and radio, but if you think you’re going to do one specific job and making a financial killing on it, prepare to be disappointed. Today, you better be able to wear different hats and create a lot of content in multiple places. Earning a lot for doing a little is a way of the past.

The one area where I’ll differ is when it comes to advertising. I believe there’s untapped value for brands in print. Recall with the written word remains strong. There’s also less advertising clutter in written stories than audio and video programming blocks. Advertisers may not seek out traditional print advertising anymore but branded content, newsletter associations, and social media placements remain valued.

What I admire greatly about King is that he evolved over the years. His written work on SI was must-read but that didn’t stop him from leaping into the online space and launching MMQB. The arrival of that microsite was done at the right point in time, and when SI began to change, King didn’t hang on, choosing to make the bold move and jump to NBC. Upon his arrival, he started contributing on television, podcasts, and expanding his profile on social media.

What you should take away from Peter is that you’ve got to constantly examine the business, and understand when it’s time to pivot, even if it means leaving your comfort zone. You also have to recognize that things are going to change and your job description will likely be one of them. If you stay married to what you once did, you’ll be in a tough spot. If you roll with the punches and embrace what’s new, you’ll survive and thrive.

You also have to understand that you’re going to be tied further to what you produce. Does your presence and performance grow advertising revenue? Are you speaking on behalf of brands and helping them move product? Do you grow subscriptions or readership to levels that make it easy for a company to invest significantly in you? Talent is subjective. Results aren’t. Those who create quality while boosting the bottom line will remain in demand.

Remember this in a few years when artificial intelligence becomes a bigger part of content creation and discovery. Those who adapt to it and work with it will be just fine. Those who reject it will be searching for new career paths. Not that there’s anything wrong with that. There’s better stability in other industries. But there’s nothing like creating content around the world of sports and media. It just requires adaptability and being comfortable with being uncomfortable.

BSM Summit Update:

In ten days we unite the sports media business in New York City for the 2024 BSM Summit. All of the sessions are now complete. I’m excited to add Natalie Marsh, General Manager of Lotus Communications in Las Vegas, Cody Welling, Station Manager of 97.1 The Fan in Columbus, and Stephanie Prince, Vice President and Market Manager of Good Karma Brands West Palm Beach to our schedule. The full agenda for both days is posted on BSMSummit.com.

In addition, I’m thrilled to share that we’ll have a few special appearances at the ESPN Radio After Party on Wednesday March 13th. Joining us on-site will be Evan Cohen, Chris Canty and Michelle Smallmon of UnSportsmanLike, Freddie Coleman and Harry Douglas of Freddie & Harry, and Chris Carlin from Carlin vs. Joe.

Thumbs Up:

Chris Mortensen: Rarely does the sports media industry collectively agree on anything but you won’t find much disagreement on Chris Mortensen. He was a special talent and human being. I was fortunate to see it firsthand as a producer at ESPN Radio. I then enjoyed many interactions with Mort as a program director lining up calls on the radio stations I ran. It didn’t matter what job you did or where you worked, Chris treated you well. His work was hall of fame worthy but it was the manner in which he interacted with people that truly made him a legend. Rest in peace, Mort. I’m sure the next wave of conversations with John Clayton are going to be amazing.

Mike Felger: It would’ve been easy to pile on and publicly root for a competitor to fail and fold. Instead, Felger took the high road, acknowledging that he’s rooting for WEEI to come out of bankruptcy in good shape. That’s what smart business people. Mike is comfortable in his own skin. He has the highest rated show in Boston and having a competitor to compete against as well as a potential landing spot when contracts come up is never a bad thing. Besides, why would anyone want to see friends and respected professionals lose an opportunity to work or listeners given less choice for sports talk entertainment? Nice job, Mike.

iHeartmedia: The company’s fourth quarter results were down year-to-year but they were above prior projections. iHeart also gained 16.6% growth in podcasting revenues during Q4, and just got stronger by luring Stephen A. Smith’s podcast away from Audacy. A pretty good week for Bob Pittman and his lieutenants.

Sportico: Jason Clinkscales is an easy guy to root for. He’s written quality content for Awful Announcing, is a sharp guy who enjoys the industry, and after a year full of personal tragedies, he deserved a break. That came last week when Sportico hired him as a reporter and editor on their breaking news team. Well done Sportico. Looking forward to reading the first piece.

National Association of Broadcasters: Creating buzz for conferences isn’t easy but the NAB’s recent announcement of having Daniel Anstandig of Futuri Media present a first-of-its-kind presentation at its April show alongside Ameca, an autonomously AI-powered humanoid robot has certainly increased conversation and intrigue. I’ll be in attendance for the event and am curious like many. I’m just hoping Joe Rogan isn’t right when he suggested this week that robots will jump out of an aircraft carrier with machine guns and do damage.

Thumbs Down:

Kroenke Sports and Entertainment: This isn’t a shot at the company. It’s more about losing a talented media executive. Matt Hutchings, the company’s former COO and EVP was a key part of developing Altitude Sports. Under his watch, the Nuggets and Avalanche won titles, and the company cemented its position in the local sports radio space.

The dispute with Comcast over airing Nuggets and Avs games is well documented, and Hutchings will get some of the blame for the teams not being broadcast on local TV but I tend to believe decisions of that magnitude land at ownership’s doorstep. Regardless, KSE is weaker today than yesterday due to losing Hutchings.

New York Jets: I get it. 98.7 ESPN New York moving away from the FM dial provides a concern for the franchise, and in other cities, football does perform well on classic rock stations. I just see the fit with Q104.3 as an odd one. If Aaron Rodgers returns and the Jets finally take off the way their fans hoped they would last year, it’s going to feel strange hearing their games locally on a channel that has little content time dedicated to the team beyond game days.

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Erika Ayers and Spike Eskin Led Barstool Sports and WFAN to Success But Their Exits Raise Questions

“Rod and Spike understand the business. They know people are going to ask these questions.”

Jason Barrett

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There were two big management moves last week that have sports media folks talking. First was Erika Ayers Badan announcing her exit from Barstool Sports as the brand’s CEO. Second was the news of Spike Eskin returning to Sportsradio WIP and exiting his role as the VP of Programming for WFAN and CBS Sports Radio.

Let’s start with Erika. What she did for Barstool was spectacular. In 2016, I thought Barstool had a strong understanding of social media, unique talent and voices, podcasts that were cutting through, and a connection with younger fans that traditional outlets couldn’t deliver. They also produced events that drew a lot of public attention. But I didn’t view Barstool as a buttoned up business capable of generating hundreds of millions of dollars. Erika Nardini aka Erika Ayers Badan and Dave Portnoy deserve credit for making it one.

Erika told me at our 2020 BSM Summit that Barstool didn’t have a P&L sheet when she joined. She had to build systems, hire staff, grow the sales arm of Barstool, and help Dave Portnoy find investors. What followed were marketing deals with major brands, content partnerships with different media outlets, a massive investment from Penn National, and a changed perception of Barstool as a mainstream player. They were no longer just the cool, rebellious brand on social media and the internet that gave no f’s and generated attention. They became game changers in the sports content space.

So why leave?

If Barstool is now clear of restrictions and able to operate without investor influence, that should be enticing, right? In her farewell video Erika said that she felt she accomplished what she set out to do. I understand and appreciate that. But I can’t help but wonder if less structure and investor involvement made it less appealing to stay. She did join the brand after The Chernin Group got involved not before it.

I have no inside knowledge on this, and I’m not suggesting Barstool won’t continue growing and dominating. They likely will. It just raises questions about how the brand will manage sales, PR, critical internal and external issues, and battles with suitors when they try to lure away Barstool’s on-air and sales talent.

The business end of Barstool appears weaker today than it did a week ago. That’s more of a testament to what Erika did than a knock on anyone still there. To grow revenue the way she did the past 8 years speaks volumes about her skill as an executive. Wherever she lands next, it’s likely she’ll make a difference.

Will it be easier to do business with Barstool moving forward? Time will tell. I don’t expect they’ll make it easier for media outlets like ours to cover them. But if I’ve learned anything in eight years of following them it’s don’t ever bet against Dave Portnoy. Too often people have. Each time he’s proven them wrong. Portnoy has built a powerhouse brand, and grown the business by zigging when others zagged. But how Barstool moves forward without Erika will be of great interest to many in 2024.

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Spike Eskin will be leaving WFAN and his position as the VP of Programming for Audacy to return to WIP and co-host the afternoon show. On paper this is a great move for WIP. Spike understands Philadelphia and WIP’s audience, he lives and breathes Philly sports, and has a great rapport with the entire lineup. He’s maintained an on-air presence through his Rights to Ricky Sanchez podcast, and I believe that moving into a host role alongside Ike Reese and Jack Fritz will be a seamless transition for all involved. Being in his mid to late 40’s, he’s also got plenty years ahead of him to cement his spot as an on-air talent. I expect Spike, Ike and Jack to do well together.

But to exit WFAN and the top programming role at Audacy in less than three years, raises a few questions. Why is this opportunity better for Spike than the programming role he just held? Was he happy at WFAN? Were folks happy with him at WFAN? Many have opinions about WFAN’s changes the past few years. Some love the fresher approach. Others don’t. That’s what makes sports radio in New York fun, people care.

As a follower of WFAN for over thirty years, it’s a different brand than the one I grew up on. That’s not a bad thing by the way. I’m almost 50. If Spike and Chris Oliviero programmed to please the Mike and the Mad Dog crowd that’d be a mistake. Attention spans are shorter, content options are larger, digital is more important and the days of a city flocking to the radio at 1pm to hear a host’s first words are gone. Judging from the ratings, revenue, and turnout for Boomer and Gio’s last live event, the station is doing well. They’ve got a lot of talent, a stronger digital game, and they’ll continue thriving. Spike deserves credit for the brand’s progress.

But why is a hosting role and less influence over a brand better for Eskin? Spike has been a part of WIP’s afternoon show before. Though leading the show vs. being the third mic is a different animal. He also programmed the station really well. In fact, Spike did such a good job at WIP that it landed him the top programming position in sports radio. Is there a personal part to this given that his father made afternoons in Philly must-listen for 25 years? Or is it about the personal relationship he has with Ike and Jack?

And how does this work from a financial standpoint? It’s likely that Spike was paid more to lead Audacy New York than Jon Marks was to host WIP’s afternoon show. If that’s the case, and nothing changes for Eskin, and WIP just adds payroll, does it affect what Chris Oliviero can spend on Audacy New York’s next brand leader? I can’t see that happening at all. Chris is going to make sure he has what he needs to land the right leader in New York.

Finances only come up because it’s known that Audacy is going through a bankruptcy process. Adding expenses right now seems unlikely. However, to add someone with Eskin’s skill and track record at a station where he previously shined is smart business, especially when you consider that he can win as a host and programmer if needed. That’s going to naturally lead to folks asking ‘will Spike eventually host PM drive and program WIP? If so, what does that mean for current PD Rod Lakin?’ ‘What happens when talent at WIP that Spike had a hand in hiring don’t like what Lakin suggests or if WIP’s ratings decline?’

Spike told Joe DeCamara and Jon Ritchie that’s not on his radar and the idea of joining the afternoon show was raised by PD Rod Lakin. Some of you may read that and be surprised that Lakin would suggest it. But Rod stepped into the role that Eskin previously held. I’m sure they’ve talked plenty the past few years. If their relationship is strong that should help. I don’t know it well enough to say if it is or isn’t. This move suggests Lakin’s more concerned with strengthening WIP than worrying about himself or industry chatter.

If anyone can navigate the situation and make it work, it’s Rod Lakin. He’s calm, cool, collected, smart and doesn’t get flustered by noise and pressure. I know this because we’ve known each other for over a decade, and I introduced him to folks years ago, which led to him landing the Philly role. If you read Derek Futterman’s piece on Angelo Cataldi last month, the Philly icon shared a small example of what makes Rod a great leader.

But Rod and Spike understand the business. They know people are going to ask these questions. The flurry of texts and emails I received about this last week was insane. I’m sure it was even louder on the local level. Many will suggest that Audacy will use this as an opportunity to eventually reduce expenses and stay strong by having Eskin handle two roles. Only those involved know the answers but one thing I know is that Rod Lakin knows how to program. If he’s not supported there, he’ll have plenty of interest elsewhere.

In a perfect world, Spike excels in afternoons, Rod leads WIP to greater success, and WFAN finds a great leader to move the brand forward. But until the smoke clears, noise will fill the air in the big apple and city of brotherly love.

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Thumbs Up:

Colin Dunlap, 93.7 The Fan: While on the air last week, Dunlap received a call from a 65-year old woman named Colette. She told the Pittsburgh host that she and her husband were disabled and after undergoing 28 surgeries, she was physically struggling to clear her walkway of snow. Hearing her story moved Dunlap to react. He then called on the audience to step up and help. Shortly thereafter, one of 93.7 The Fan’s listeners, a gentleman named Tom, phoned in, and made the drive over to help out a fellow listener. That’s the power of live radio at its best, all possible by Dunlap reading and reacting to the situation perfectly.

Clay Travis, Outkick: Whether you love him or hate him, Clay delivers strong opinions and commands your attention. A perfect example was his Friday night reaction video to the demise of Sports Illustrated. If you haven’t watched it, it’s worth checking out. It’s nearing one million views at the time of my writing this.

VSiN: The sports betting network based out of Las Vegas recently redesigned its website and the new look and feel of it is excellent. Clean throughout, easy to navigate, and rich of content. Nice work by Bill Adee all involved.

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Thumbs Down:

Sports Illustrated: Laying off the majority of its staff was bad enough, but to notify people by email or have them find out on social media shows a lack of class and a disgusting approach to running a business. All of those traits by the way are the exact opposite of what SI once stood for – RESPECT.

During SI’s glory days, the content was must read. But in recent years, the outlet landed in the hands of operators who valued clicks over quality. Many predicted and expected this once storied brand to crumble. Unfortunately, the naysayers were proven right.

To those affected, I’m sorry for the crummy news. Some will rebound and help other established brands. Some will launch their own platforms or exit the industry. Anyone looking to do future freelancing work is invited to email [email protected].

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BSM Summit Update:

I’m happy to share that Good Karma Brands president Steve Politziner, Edison Research co-founder and president Larry Rosin and ESPN Chicago program director Danny Zederman have been added to our lineup. We’ve also finalized two of our four awards recipients and are working on a third. I’m hoping to share those details soon along with a few other high profile additions to this year’s show. I’ll be heading to Las Vegas during Super Bowl week, which is when we reveal our BSM Top 20 of 2023, and after that I’m hoping to finalize our schedule so it can be released by the end of February.

I know everyone likes waiting until the last minute to buy tickets and reserve hotel rooms. If you want to avoid being left out though, the time to act is now. Everything you need is posted on BSMSummit.com. Our deadline for hotel room reservations is February 13th. We’ve also sent out free ticket contests by email to the advertising community and tri-state area colleges. We’ll have two more this week for executives and programmers. Be sure to check your spam folder just in case it doesn’t arrive in your inbox.

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2-Seconds to Vent:

Jimmy Pitaro, Eric Shanks, John Skipper, Nick Khan, Colin Cowherd, Paul Finebaum, Clay Travis, Craig Carton, Adam Schein, Michael Kay, and Fred Toucher all have something in common with many others across the industry. They’re accomplished professionals with plenty on their plate yet when contacted, they always respond. Most of the time, they do so quickly. That’s greatly appreciated.

If those tasked with running the largest media companies in America, and hosting shows with content, advertising, and audience commitments can find time to respond, why is it so hard for other professionals to do the same? If you don’t want to be featured on BSM, speak at a Summit, market with us or answer a question, just say ‘not interested‘. It takes two seconds. The best in the business understand the value of relationships and promotion. Unfortunately, many do not. I don’t use this platform to draw attention to these issues but sometimes I wonder, should I?

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Original Projects:

On BNM this week we’re doing five days of features on NPR professionals as part of ‘Public Radio Week‘. It’s not easy pulling it off but we’re trying some different stuff. Next week we launch ‘Where Are They Now‘ on BSM. Peter Schwartz will have the first feature next Tuesday. Coming up in February, we drop the BSM Top 20, Derek Futterman’s ‘Day Spent With‘ series which includes spending a day with professionals across different areas of the industry, and we’ll profile a number of black voices on BNM as part of the brand’s focus on Black History month. I hope you’ll check them out whenever time allows.

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Recommended Viewing:

If you’re looking for a movie to watch during the week, check out Blackberry if you haven’t already done so. The film is about the rise and fall of the Blackberry phone, and I thought it was excellent. It had a similar feel to the movie Jobs, and the series Super Pumped: The Battle For Uber. Worth your time if you’ve got two hours available to watch something different than live games or sports programming.

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If you have a question or comment you’d like addressed in a future column, please send it to [email protected]. That same email address can be used to pass along press releases, interview requests or news tips. Thanks for reading!

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Justin Craig, Chris Kinard, Mary Menna Added to 2024 BSM Summit Lineup

“What I’ve always enjoyed about the BSM Summit is that it showcases speakers from many different areas of the industry.”

Jason Barrett

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To kick off 2024, we’re announcing the additions of three more talented broadcasters to our 2024 BSM Summit. More on that shortly. The Summit takes place March 13-14 at the Ailey Theater in New York City. For tickets, hotel rooms, and additional details, visit BSMSummit.com. Those interested in sponsorship opportunities, contact Stephanie Eads. A number of items are already claimed but she can tell you what’s left. Reach her by email at [email protected] or by phone at 415-312-5553.

What I’ve always enjoyed about the Summit is that it showcases speakers from different areas of the industry. We’ve featured top talent, researchers, agents, digital leaders, podcasting experts, ratings analysts, tech builders, play by play voices, and of course, program directors and market managers. There’s many ways to succeed, and no better way to learn than to hear from folks who consistently win.

In the sports audio world, 98.5 The Sports Hub, 106.7 The Fan, and ESPN Radio are highly respected brands. The Hub and The Fan are dominant in Boston and Washington D.C.. ESPN Radio meanwhile maintains a strong position as one of the top national audio brands. All feature strong leaders, and we’re fortunate to have all of them represented in NYC.

It’s a pleasure to welcome Beasley Boston Market Manager Mary Menna to the Summit. This is her first appearance at the conference. Mary is responsible for managing The Hub’s business, currently the top revenue generating brand in all of sports radio. I’m excited to have her offer her insights on a panel with Chris Oliviero and Scott Sutherland. More details on the session, date/time closer to the show.

On the programming side, it’s great to welcome back Chris Kinard of 106.7 The Fan, and Justin Craig of ESPN Radio. Both will be involved in programming panels at the show.

CK has helped lead The Fan and Team 980 to consistent growth in the nation’s capital. He’s a forward thinking type of leader with a great feel for the current and future challenges facing the business. I’m looking forward to having him share a few lessons he’s learned with the rest of the room.

For my friend JC, he’s seen ESPN Radio evolve for the better part of two decades. Liked and respected by most, he’s valued and trusted to guide ESPN Radio’s day-to-day operations. Given the network’s change in focus, talent, and structure, he’ll have great insights to share on where national sports audio is moving.

Our speaker list now sits at twenty. It will grow much more over the next two months as we reveal other additions to the show. We’ll also be announcing our award winners, and a few other surprises. This is a fun and informative two-day event for sports media professionals. If you haven’t joined us before, I hope you’ll do so this time. Everything you need to know prior to the event will be available at BSMSummit.com.

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