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A Story Worth Telling But Often Forgotten

Jason Barrett

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If there’s one thing I’ve learned, and unfortunately been reminded of one too many times during my career in the radio business, it’s that many of us in this industry undervalue the importance of promotion.

I’m not talking about sending out a street team to give out t-shirts, stickers or key chains to promote your brand either. I’m referring to our ability as members of the radio industry to share the story of our brands, their successes, and when warranted, even our own individual accomplishments.

comfortI understand that it may not be comfortable for everyone to promote themselves or their respective companies, but if that’s an area you struggle in, I recommend you get some training, and improve at it because it’s critical, and only going to become more important as the battle for the consumer’s eye and ear increases.

On July 28th, Forbes published a piece titled “Radio: The All-But-Forgotten Medium With The Biggest Reach“. The story highlighted how more people turned to radio each day than any other media platform. Altogether, data showed the total reach for radio to be 93%, which was even higher than television which was at 87%.

A pretty powerful story right?

radio4What took place immediately afterwards was predictable. I looked on Twitter, Facebook and LinkedIn, and saw numerous industry folks sharing the Forbes piece and putting out little blurbs that read “Proud to work in radio, the number one reach media platform“.

While I was thrilled to see people promoting the industry, I had one big issue with it. Why did it take a Forbes piece getting published to get us to promote the value and impact of the industry we work in?

Is that all it takes? An article from ANOTHER MEDIA OUTLET telling the world how great we are?

storyDid we forget that we also work in media? Don’t we have access to ratings data that shows whether or not our brands are connecting? Don’t we have advertiser stories of success in our market that demonstrate that our medium delivers results? Don’t we have airwaves and social media pages that influence listener opinions and provide evidence of engagement and loyalty?

If we know the answer is yes, then why were we silent until Forbes said it was ok to speak up?

Don’t get me wrong, I love that Forbes wrote the piece, and that the industry was treated with respect for what it produces. I’ve worked in this business for 19 years, and seen the impact of what we do in multiple markets, and I know it works and I constantly sell the power of it.

Trusted brand stamp

Heck if you’re reading this piece, all you have to do is look at the website you’re on to see how I highlight the format, and those who perform in it. If you follow me on any of my social media platforms, you likely know the moves I’ve made while programming radio stations, and you know the ratings stories of the brands I’ve represented. That’s because good or bad, I’ve shared it with you!

Some folks may say that I even over-promote, and that’s a fair criticism, but I’d rather be known as the person who tried to do too much to highlight his people, his brand, his format, his audience, his industry, and his success, than the person who nobody knew much about. If you’re proud of your work, I believe that’s a story worth sharing.

While the Forbes piece focused on the power of radio and its reach, I think it only skims the surface of some of our bigger challenges. Forget about whether or not we deliver better results than print, digital media and television, let’s focus instead on the “poorly told story”.

dummiesI learned ten years ago at ESPN Radio why it’s vital to be your own self promoter. If you don’t share your story and what you’ve accomplished, you risk becoming a face in the crowd. That applies to anyone who hosts or produces a show, or manages or sells a radio station.

If you’re #1 in your market and beating your competitor, who’s going to know that story unless you share it? If you’re a producer chasing guests or working with a talent on new segment ideas and ways to improve their presentation, how are your colleagues going to know if you don’t discuss what you’re working on with them?

If you’re a sales person who only calls an advertiser when their agreement is expiring and fail to inform them when your station makes improvements, gains traction, or introduces new personalities, how do you expect to further develop the relationship with your client?

Promotion is necessary to succeed and it matters in every department inside your operation.

blankLet’s flip it to another part of our business, the ratings story. Here’s a quick question for you, do you know how your station is performing and what its strengths and weaknesses are? Do you know which other stations in the sports format in other markets are doing well or under performing? If not, why not? How can you craft a powerful story and create a compelling narrative if you lack powerful information?

And that’s not only an issue for sales people, producers and on-air talent. Programmers are guilty of this too.

Newspapers in Dallas, Houston, St. Louis, Boston and New York are excluded because they do provide news about the local sports radio stations in their markets and how they’re performing, but what about the others? If you’re the PD, and you’re trying to build the station’s profile, increase revenue, and build morale inside your building, isn’t part of the job responsibility to generate press for your brand? Are you just waiting for the newspaper to subscribe to Nielsen to tell your ratings story?

Sometimes you have to take the lead, and send out information about your brand to your local media groups, advertisers, staff, and listeners, and let them know what’s happening. Here we are selling advertising to clients on our brands and telling them it works, but not using the power of our own brands and relationships to educate people about our results. What good is the information if nobody ever hears about it?

number1How about this, forget about being the good company solider for a second, and think about how it applies to advancing your own career. If you’re looking to build your brand, and earn bigger opportunities and bigger dollars in the future, do you think it’s going to happen because one or two friends in the industry provided you with a good reference or because you had a slick looking resume?

People in this business at the highest levels read everything and talk to everyone. If they want to know if you have the ability to generate ratings or revenue, they’re going to dig until they find out. Isn’t it smarter to leave them a trail, and show them that you take pride in promoting your work? If there’s nothing to see, they could think you’ve got something to hide, or even worse, they could feel you lack the ability to passionately sell the brand, and its story.

Here’s one example of something short, sweet, smart and effective! 610 Sports in Kansas City is rotating a number of these quick promos on their air, and by doing so they’re letting their listeners and advertisers know of their success. Everytime they air, they also reinforce to their people that they’re part of something special. That type of promotion gets an entire building and listening audience fired up.

 

We have many ways to share our message today and none are more powerful or useful than social media and our own websites. Between our brands and personal social media pages, station airwaves, and industry relationships, we have the ability to reach more people than ever before. If you’re doing something well, pound the message everywhere, and do it frequently. You’ll be amazed at how quickly news spreads, and your audience and advertisers will share it too, and want to become an even bigger part of it.

This is an industry you should be excited to be a part of. We have fun creative jobs that provide us with special access to many unique experiences and people, and it shouldn’t be a chore for us to promote our success.

happeningWhether it’s landing top guests, exceeding revenue goals, delivering ratings, giving away tickets, or talking about content of value to the audience, promotion exists in every situation. If we don’t tell our story though, we won’t receive the credit we’re due or the value we deserve.

Also, if you work in the sports format, do yourself a favor and put some time into growing your network of industry friends. The access you have on social media to people who work in the same industry is limitless. Many of these people endure the same professional challenges, and they can become strong allies, and helpful resources. They can also become your connection to a career changing opportunity.

If you’re trying to keep your friends or followers list down to 3-4 people, then why are you on “social” media? The word social means “seeking or enjoying the companionship of others” so act the part. The space is there to gain information, establish contacts, and further promote your work. If you only want to interact with 3-4 people, email or text them!

I know much of this topic may seem simple, but it’s the simple things that we seem to struggle with most in this industry. Solutions start with you, the brand you represent, and making a stronger effort to spread a message worth spreading. That’s not difficult.

We could continue operating inside this secret society and avoid telling anyone of our successes, but what happens the next time Forbes or another media publication gets their hands on some data, and the results aren’t as positive? Will you be sharing that story too?

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California College Students Earn Chance to Win 10 Free Tickets to the 2023 BSM Summit Thanks to Steve Kamer Voiceovers

“In order to win tickets to attend the Summit, students must submit a 2-minute video by email explaining why they’d like to be in attendance and what they hope to learn at the event.”

Jason Barrett

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With a new year comes renewed energy and optimism for the sports media business. Yours truly is looking forward to showcasing the best our business has to offer when we gather the industry in Los Angeles, CA at the 2023 BSM Summit at the Founders Club at the University of Southern California on March 21-22, 2023. Our conference is returning to the west coast for the first time since 2019. We’ve announced some super talented speakers. We’ve got additional things in the works and I plan to make additional announcements in the next few weeks.

People often ask me what the biggest challenge is putting this event together. My answer is always the same, it’s getting people to leave the comfort of their office and spend two days in a room together learning and discussing ways to grow the business. We have great sponsorship support and exceptional people on stage and are fortunate to have a lot of folks already set to attend. Our venue this year has extra space though, so I’m hoping a few more of you make time to join us. If you haven’t bought a ticket or reserved your hotel room, visit BSMSummit.com to make sure you’re all set.

If there’s one thing our industry could get better at it’s opening our minds to new ideas and information. There’s more than one path to success. Just because you’re in good shape today doesn’t mean you will be tomorrow. Building brands, growing audiences, increasing revenue, and examining new opportunities is an ongoing process. There are many shifts along the way. We may not solve every business challenge during our two-days together but you’ll leave the room more connected and informed than when you entered it.

Each year I’ll get two or three emails from folks sharing that they learned more about the industry in two-days at the Summit than they have in ___ years inside of their building. That’s truly gratifying and what I strive to achieve when I put this event together. I remember when conferences like this didn’t exist for format folks and I take the risk and invest the time and resources to create it because I love the sports media industry and believe I can help it thrive. I see great value in gathering professionals to share ideas, information, and meet others who can help them grow their business, and if we do our part, I’m confident some will want to work with us too. That’s how we benefit over the long haul.

But as much as I focus on serving the professional crowd, I also think we have a responsibility to educate young people who are interested, passionate, and taking steps to be a part of our business in the future. The BSM website is visited by hundreds of thousands of people each month and it’s become a valuable resource for folks who enjoy sports radio and television. I think it’s vital to use our platform, influence and two-day event to connect generations and I’m happy to announce that we will once again welcome college students at this year’s Summit.

Most of us who’ve been in this line of work for two or three decades learned the business without podcasts, YouTube, social media, the web or conferences delivering two full days of sessions that taught you more about the business than what’s available inside of a class room. We learned by doing, and hoping we were right. Then we copied others who had success. Some of that still exists, and that’s not a bad thing. But where our business goes in the future is going to be drastically different.

I’d like to see the difference makers in our format remembered for years to come, and practices that have stood the test of time remain valued down the line. Change is inevitable in every business and I’m excited about the road that lies ahead especially some of the technological advancements that are now available or will soon become a bigger part of our industry. I think we can embrace the future while enjoying the present and celebrating the past. The best way to do that is by bringing together everyone who is and is hoping to be a part of the sports media universe.

So here’s two things we’re doing to make sure future broadcasters have an opportunity to learn with us.

First, I want to send a HUGE thank you to Steve Kamer Voiceovers. Thanks to Steve’s generosity, TEN (10) college students will be given FREE tickets to attend the 2023 BSM Summit in March. Steve is a USC graduate (Class of 1985) and he bought the ten tickets to help young people learn about the industry, save money and make valuable connections. When I first received his order, I thought he hit the wrong button. I reached out to tell him a mistake was made and I needed to refund him. That’s when he told me what he wanted to do for students who were pursuing their broadcasting dreams just as we both did years ago. A very classy gesture on his part.

As it pertains to the contest, here’s how it’s going to work.

To win tickets to attend the Summit, students must submit a 2-minute video by email to JBarrett@sportsradiopd.com explaining why they’d like to be in attendance and what they hope to learn at the event. Included in your email should be a list of steps that you’ve taken or are pursuing to explore opportunities in the media industry. If you want to pass along a resume and audio or video clips too to showcase your work and experience, that’s fine as well. BSM will accept submissions until February 17th. The winners will be announced on Friday February 24th.

Helping me select the winners will be an exceptional panel of media executives. Each of these folks below will choose one person to attend our L.A. event. The final two will be picked by Steve Kamer and myself.

  • Scott Shapiro – Senior Vice President, FOX Sports Radio
  • Justin Craig – Senior Program Director, ESPN Radio
  • Jeff Sottolano – Executive Vice President, Programming, Audacy
  • Bruce Gilbert – Senior Vice President of Sports, Cumulus Media & Westwood One
  • Amanda Gifford – Vice President, Content Strategy & Audio, ESPN
  • Jacob Ullman – Senior Vice President, Production and Talent Development, FOX Sports
  • Greg Strassell – Senior Vice President, Programming, Hubbard Radio
  • Scott Sutherland – Executive Vice President, Bonneville International

To qualify for the BSM Summit College Contest, students must be enrolled in college in the state of California, pursuing a degree that involves course work either in radio, television, print or the digital business. Those attending local trade schools with a focus on broadcasting are also welcome to participate. You must be able to take care of your own transportation and/or lodging.

This is a contest I enjoy running. We’ve had great participation during our prior two shows in New York City but haven’t done it before on the west coast. I’m hoping it’s helpful to California students and look forward to hearing from many of them during the next month.

For students who live out of state and wish to attend or those enrolled at local universities who enter the contest but aren’t lucky enough to win one of the ten free tickets from Steve Kamer Voiceovers, we are introducing a special two-day college ticket for just $124.99. You must provide proof that you’re currently in school to take advantage of the offer. This ticket gives you access to all of our sessions inside the Founders Club. College tickets will be limited to forty (40) seats so take advantage of the opportunity before it expires.

The 2023 BSM Summit will feature award ceremonies with Emmis Communication CEO Jeff Smulyan and legendary WFAN program director Mark Chernoff, sessions with influential on-air talent such as Colin Cowherd, Jim Rome, Joy Taylor, and Mina Kimes, big picture business conversations with executives from groups such as Audacy, iHeart, Bonneville, Good Karma Brands, Barstool, The Volume, Omaha Productions and more. For details on tickets and hotel rooms visit BSMsummit.com.

I look forward to seeing you in March in Los Angeles!

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Barrett News Media To Gather The Industry in Nashville in September 2023

“I’ve been lucky enough to play a key role in bringing the sports media industry together on an annual basis, and in 2023 we’re going to attempt to do the same for news/talk media professionals.”

Jason Barrett

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One of the best parts about working in the media business is that you’re afforded an opportunity to use your creativity, take risks, and learn if an audience or advertisers will support your ideas. Sometimes you hit a homerun, other times you strike out, but regardless of the outcome, you keep on swinging.

I’ve tried to do that since launching a digital publishing and radio consulting company in 2015. Fortunately, we’ve delivered more hits than misses.

When I added news media industry coverage to our brand in September 2020, I knew it’d be a huge undertaking. The news/talk format is two and a half times larger than sports, many of its brands are powered by national shows, and the content itself is more personal and divisive. I wanted our focus and attention on news media stories, not politics and news, and though there have been times when the lines got blurred, we’ve tried to be consistent in serving industry professionals relevant content .

What made the move into news media more challenging was that I’d spent less time in it. That meant it’d take longer to find the right writers, and it required putting more time into building relationships, trust, respect, and support. Though we still have more ground to cover, we’ve made nice strides. That was reflected by the participation we received when we rolled out the BNM Top 20 of 2022 the past two weeks. Hopefully you checked out the lists. Demetri Ravanos and I will be hosting a video chat today at 1pm ET on BNM’s Facebook and Twitter accounts, and through Barrett Media’s YouTube page discussing the series, as well as this article.

It’s because of that growing support, trust, and confidence in what we’re doing that I’m taking a risk yet again. I’ve been lucky enough to play a key role in bringing the sports media industry together on an annual basis, and in 2023 we’re going to attempt to do the same for news/talk media professionals.

I am excited to share the news that Barrett News Media will host its first ever BNM Summit on Thursday September 14, 2023 in Nashville, TN. Our one-day conference will take place at Vanderbilt University’s Student Life Center Ballroom. The venue we’ve selected is tremendous and I’m eager to spend a day with news/talk professionals to examine ways to further grow the format and industry.

If you’re wondering why we chose Nashville, here’s why.

First, the city itself is awesome. The access to great restaurants, bars, entertainment, hotels, and famous landmarks is unlimited, and when you’re traveling to a city for a business conference, those things matter. Being in a city that’s easy for folks across the country to get to also doesn’t hurt.

Secondly, a conference is harder to pull off if you can’t involve successful on-air people in it. If you look at Nashville’s growth in the talk media space over the past decade, it’s remarkable. Many notable talents now live and broadcast locally, major brands have created a local footprint in the area, and that opens the door to future possibilities. I have no idea who we’ll include in the show, and I haven’t sent out one request yet because I wanted to keep this quiet until we were sure it made sense. I’m sure we’ll have plenty of interest in participating and I can’t promise we’ll be able to accommodate all requests but if you have interest in being involved, send an email to Jason@BarrettNewsMedia.com.

Third, finding the right venue is always difficult. We looked at a bunch of great venues in Nashville during our vacation this past summer, and when we stepped on to the campus at Vanderbilt University and walked through the SLC Ballroom, we knew it was the right fit. It had the space we needed, the right tech support, access to private parking, a green room for guests, and it was within walking distance of a few hotels, restaurants, and the Parthenon.

As I went through the process of deciding if this event was right for BNM, a few folks I trust mentioned that by creating a Summit for news/media folks, it could create a competitive situation. I don’t see it that way. I view it as a responsibility. I think we need more people coming together to grow the industry rather than trying to tear each other down. I hear this far too often in radio. We worry about what one station is doing rather than strengthening our own brand and preparing to compete with all audio options.

For years I’ve attended conferences hosted by Radio Ink, NAB, Talkers, and Conclave. I’ve even spoken at a few and welcomed folks who operate in the consulting space to speak at my shows. I’ll continue to support those events, read various trade sites, and invite speakers who work in a similar field because they’re good people who care about helping the industry. I believe BNM and BSM add value to the media business through its websites and conferences, and though there may be a detractor or two, I’ll focus on why we’re doing this and who it’s for, and let the chips fall where they may.

I know juggling two conferences in one year is likely going to make me crazy at times, but I welcome the challenge. In the months ahead I’ll start lining up speakers, sponsors, building the conference website, and analyzing every detail to make sure we hold up our end of the bargain and deliver an informative and professionally beneficial event. The news/talk media industry is massive and making sure it stays healthy is critically important. I think we can play a small role in helping the business grow, and I look forward to finding out on September 14th in Nashville at Vanderbilt University.

Hope to see you there!

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Jimmy Powers, Raj Sharan, Matt Berger and John Goforth Added to 2023 BSM Summit Lineup

“BSM is having a special Holiday SALE this week. Individual tickets are reduced to $224.99 until Friday night December 23rd at 11:59pm ET.

Jason Barrett

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In less than a hundred days, the BSM Summit will return to Los Angeles for two-days of networking, learning, laughing, and celebrating. The conference hasn’t been held on the west coast since 2019, and we’re looking forward to returning to the city of angels on March 21-22, 2023, and bringing together sports media professionals at the Founders Club, located inside the Galen Center at the University of Southern California.

For those of you who haven’t purchased your ticket(s) yet, BSM is having a special Holiday SALE this week. From today (Monday) through Friday 11:59pm ET, individual tickets are reduced to $224.99. If you’re planning to come, and want to make sure you’re in the room, take advantage of the extra savings and secure your seat. To buy tickets, reserve your hotel room, and learn more about the Summit’s speakers, click here.

We’ve previously announced twenty one (21) participants who will join us on stage at the 2023 BSM Summit. Today, we’re excited to expand our lineup by welcoming four (4) more additions to March’s industry spectacular.

First, BSM is thrilled to have two accomplished sports radio programmers contributing to the event. Jimmy Powers of 97.1 The Ticket in Detroit will make his Summit debut in L.A.. Fresh off of a Marconi victory earlier this fall, The Ticket’s brand manager will share his insights on the present and future of sports radio on one of our programming panels. Also taking part in that panel will be the leader of 104.3 The Fan in Denver, Raj Sharan. Raj appeared on stage at the 2022 BSM Summit in NYC, and we look forward to having him return to lend his voice to an important sports radio programming discussion.

But programming won’t be the only thing we invest time in out west. Growing a business, more specifically, a digital business will be part of our conference agenda as well.

When it comes to maximizing digital revenue, few brands understand the space better than Barstool Sports. Charged with growing the brand’s revenue is Senior Vice President and Head of Sales Matt Berger, and we’re looking forward to having Matt join us for a conversation that will focus on monetizing digital opportunities. Before joining Barstool, Matt sold for Bleacher Report/House of Highlights. He’s also worked for Warner Brothers and the Walt Disney Company. We’re excited to have him share his wisdom with the room.

Also taking part in our digital sales panel will be John Goforth of Magellan AI. John knows the radio business well from having served previously as a sales manager and salesperson. Since leaving traditional media and joining Magellan AI, John has studied the podcasting advertising space and learned who the top spenders are, who’s making big moves with their podcast advertising budgets, and which publishers are best positioned to benefit. Having his expertise on stage will help many in the room with trying to better understand the digital sales space.

There are other speaker announcements still to come. We have some big things planned, which I’m hoping to reveal in January and February. I want to thank ESPN Radio, FOX Sports, Showtime, and Point to Point Marketing for coming on board as partners of the 2023 BSM Summit. The support we’ve received heading into Los Angeles has been tremendous, and we greatly appreciate it. If you’re looking to be associated with the Summit as an event partner, email Stephanie Eads at Sales@BarrettSportsMedia.com.

That’s all for now, but be sure to take advantage of the Summit Holiday Sale. You have until Friday night December 23rd at 11:59pm ET to take advantage of discounted tickets. Happy Holidays!

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