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Making Sports Radio Better: Why Women Deserve More Opportunity

Jason Barrett

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Did you know that the first voice ever heard on an all-sports radio station was a woman’s?

The date was July 1, 1987. WFAN in New York City was the radio station, and Suzyn Waldman was the first voice to be heard when she delivered a sports update at 3pm, right before giving way to Jim Lampley who hosted the first show on the station.

waldmanAt the time nobody knew whether or not the format or its personalities would last, but twenty eight years later, Waldman is still going strong. Not only has she covered all New York teams during her illustrious career, but she is now one half of the New York Yankees radio broadcast team opposite John Sterling.

If Suzyn could stand out, and make a difference in the number one market in the country, clearly it should be easier for other women who followed in her footsteps right?

Well it certainly seemed to be going that way, when the Fabulous Sports Babe (Nanci Donnellan) burst onto the Seattle scene in 1991, as a weekday talk show host on 950 KJR.

rickscottThe station’s programmer at the time was Rick Scott, and he believed that Donnellan brought something unique to the table, which was more important than her gender.

Nanci “got it” and knew how to push buttons and generate audience reaction” said Scott. “When I brought up the idea of having a woman do mid-days, they thought I was joking. We flew Nanci to Seattle, and went to lunch with the GM, and she had him laughing so hard he was crying. That helped the cause, but there were still plenty of challenges, especially during the first year.”

Donnellan would make a major impact during her three years at KJR, and her success was noticed by ESPN Radio who brought her to Bristol, CT to take on the challenge of doing a national show in 1994. She started with only 29 affiliates, but two years later, had built the show’s affiliate list to more than 170.

By 1997 though Donnellan was facing challenges from her bosses, some of them stemming from public criticisms she shared in a book titled “The Babe in Boyland“. “Every person on the planet seemed to complain about what I was doing and how I was doing it,” said Donnellan in her book. “But I stood my ground and told all the suits to please get out of my airstream.”

Eventually the marriage between ESPN and Donnellan would dissolve, and she’d move to the ABC Radio Networks in 1997. That move would be short lived, as ABC would part ways with her a little more than a year later.

fabuloussportsbabeWhile her time at the top had come to an end, what was undeniable was her impact. Nanci Donnellan proved that women could not only share the stage with men in the sports talk radio space, but they could excel in it too.

So that should’ve opened up doors for so many more women to have success in the format right?

Not exactly.

Today, sports radio stations are measured by their ability to connect with Men 25-54. If a station delivers in that demographic, all is right in the world. But what does that say about people who are younger or older than the desired demo? Does their listening not matter?

Furthermore, what does it say about women? Are we naive to think that females don’t also enjoy sports, listening to sports radio and talking about it with their friends? Do their dollars not matter to a station’s advertisers?

womenfansGo to a sporting event today, and the stands are not 80-90% full of men. Yet sports talk radio listening according to the Nielsen ratings is fueled by heavy male listening. If those numbers are accurate, it puts programmers and radio companies in a tough spot. The goal is to deliver content which satisfies the listening audience, and produces high ratings, and larger revenues. If 4 out of every 5 listeners are men, and they respond favorably to male voices and the way men discuss sports, then it becomes much harder for women to earn a break!

Amanda Gifford who is a Program Director for the ESPN Radio Network shared her views on the situation: “The demographics of the format have a lot to do with how many women come on as hosts. It’s still completely dominated by men – 85 or 90% of audiences are male. As we see some of the “pioneers” for women who have strong opinions in the media continue to flourish – like Michelle Beadle, Jemele Hill, Sarah Spain, Kate Fagan, etc. – they will help blaze the trail of opportunities for girls/young women interested in this type of career path.”

Ratings numbers aside, there are other reasons as well contributing to the lack of females working as sports radio hosts. First, not as many women pursue a path in the radio industry. If a woman can watch other women cover sports on her television, but can’t hear a female talk about it on the radio, it’s likely to influence her decision of which medium to pursue. The better financial opportunities in television also factor in.

The other part of the issue revolves around programming philosophies and radio ratings measurement. While I know a ton of great programmers around the country who take risks and make smart, and inspiring decisions, there are still many who are creatures of habit, and unlikely to change, especially if the formula is working.

nielsenAs it pertains to ratings, the data provided to radio stations is often very inconsistent. PPM meters which are used to measure local listening and audience characteristics, have been proven to have major flaws, and the sampling sizes in many local markets are tiny. That puts radio operators and talent in a difficult spot, because they can’t draw a firm conclusion, on whether or not the programming they’re providing is working.

While I want to trust the data that says 80-90% of listening to sports stations is done by males, I’ve seen too many inaccuracies to treat it as fact. I do believe men have larger interest in listening to the format than women, but whether it’s 65&%, 75% or 85% is debatable. Even then, that’s where the numbers stand right now. They won’t grow, and become even more attractive to advertisers if the same strategy and execution continues.

When you look at the world today, women are making an impact and effecting change in all areas of society. There’s no better example than in the political arena, where women now run and receive serious consideration for President of the United States of America.

If a woman can run for the most high profile office in the nation, and gain the trust of males in leading our country, then she should be able to find a place inside of a sports radio station’s lineup right? It may seem like a no-brainer but it’s still an issue in sports radio.

engelDuring the mid to late 2000’s, Jennifer “The Little Ball of Hate” Engel hosted a radio program for ESPN 103.3 in Dallas. She started with the station as a contributor before earning a spot as a full-time weekday host. The belief was that she’d break through and disrupt the marketplace. Unfortunately, the audience wasn’t ready for the change, and although she was skilled, the show underperformed.

I spoke with a former Dallas personality about the situation: “Jen was one of the guys, and she had strong, accurate and well thought out opinions and was respected by listeners and other members of the media. However, when the radio station opted to make her the center of her own show, perceptions changed. There was a a lot of feedback from listeners about not wanting to hear “my wife” complain or lecture listeners about sports. That information was learned through professional panels and companies hired to do local market research. The station tried different marketing concepts, and supported her, but to no avail. In the end the show had to be cancelled due to poor ratings, and the market’s unwillingness to embrace a female led sports talk show“.

What I found surprising is that when I asked this same person if they still felt a woman could succeed in the format as a weekday talk show host, they remained supportive: “No question it can work. The Dallas situation hasn’t altered my belief that our format is ready for more female hosts to prosper. Having said that, it still has to be the right woman. Women in the format have to build more credibility than their male counterparts, and can make fewer mistakes. They must also be more thick skinned and determined than men. Let’s also not be naive, it depends greatly market to market. Some markets simply aren’t open minded enough to get it.”

screwsLet’s be honest, most people who run companies, prefer the safer path. The unknown is scary, especially in today’s world where instant success is necessary, or it could cost you your job. But with great risk comes great reward. However, most groups are less likely to endure criticisms, questions, and backlash from local market listeners, advertisers, and other media partners, and risk their bottom line, for an out of the box hiring decision.

They say it usually takes 18-24 months to judge a show and whether or not it will work in a local market. I’m not sure that same courtesy applies for a local show led by a female talent, and that’s unfair. It’s also a big reason why it’s so important for those who do get an opportunity to make it count.

Kate Scott who works for KNBR 680 in San Francisco, notes that when it comes to perceptions in the industry, there definitely are double standards: “Externally, there’s no doubt we’re treated differently. If I mispronounce a player’s name I’m a no-nothing idiot who only got hired because the station was looking for some diversity. If a male colleague does the same thing, aww shucks, he was out late the night before or ha, there goes so-and-so again, he sucks at those tough names.

sandragolden4But should there be different rules for men and women in sports radio? Sandra Golden of 680 The Fan in Atlanta makes an interesting point: “There are 12 people working at my station as full time hosts. NONE of the dozen are treated the same. We aren’t measured the same, and nor should we be. We all have different resumes, are paid differently, and some are more popular than others. I might add, that’s just like any other office in Pick-a-Town, USA.”

While sports radio may indeed be a fun industry to work in, it is still a business, and it’s not one built on satisfying quotas, or personal agendas. The focus is on employing dynamic, compelling, and highly entertaining personalities who possess the ability to provide thought provoking content and develop a connection with a local audience, most of which is made up of white males between the ages of 25 and 54.

Any talent who hosts a sports radio program must be able to connect with advertisers, and sell their products to the audience, and of course, generate ratings in the Men 25-54 demographic. Until the rules change, that’s what station’s require to command larger dollars.

The one area though that deserves larger discussion, is why aren’t women a bigger part of the solution? We often assume that a female on the air talking about sports, doesn’t have the same ability as a male to keep a male audience listening, but we don’t seem to have any objections when a female personality talks about rock music, sex or movies. Those issues can be largely targeted to Men too.

And what about politics? If you turn on Fox News, MSNBC, or CNN, you’ll find plenty of talented women talking about key issues, and they don’t seem to have trouble keeping male viewers watching. And those men don’t watch just because the female host looks good either. Oprah Winfrey, Barbara Walters and Katie Couric proved you don’t have to be a supermodel to be an excellent broadcaster, and connect with an audience.

fsbSo if women can be accepted talking about music, lifestyle, sex, politics, and every other part of our daily conversations, then why is it so difficult for them to earn a heavier presence in the sports radio industry? And I’m not just talking about the Sports Update Anchor, Traffic Reporter, or Morning Show Sidekick role either. I’m talking about being the face of a talk show and radio station, much like the Fabulous Sports Babe was in the 1990’s for KJR and ESPN Radio.

Maybe I’m wrong but I think Michelle Beadle and Katie Nolan have the talent to deliver a highly entertaining talk show. I also think Rachel Nichols pulls information out of guests equally or better than many male broadcasters. I also scan the country and see numerous women in local markets building strong personal brands and proving they can connect and win. Yes there are many females who aren’t ready for the spotlight, but the same can be said about some men.

As I did my research for this piece, I uncovered some things that may make a few people uncomfortable. I looked at the makeup of the 5 national sports radio networks (ESPN, Fox, CBS, NBC, Yahoo), who broadcast nationwide, and target their content to Men 25-54 audiences. In reviewing the Monday-Friday lineups of all 5 networks, I found only 1 woman, featured as a Monday-Friday talk show host. That female was Amy Lawrence, who’s hosting currently for the CBS Sports Radio Network.

betterLet this sink in for a second, between 5 national networks, there are 34 white males holding positions as Monday-Friday talk show hosts. Only 10 personalities who were female or non-white, held spots as Monday-Friday talk show hosts. That means nearly 71% of on-air personalities delivering weekday national talk shows are white males. If you look across the country on local sports stations, those percentages are even higher.

While I believe in people earning opportunities based on talent, and fit, not on their race or gender, there’s also something to be said for employing broadcasters from different backgrounds, because the audiences who we serve are diverse, and deserve to hear differing viewpoints.

I reached out to some of the best women in the sports radio industry to get their views on the challenges they face, the way they’re measured, and what needs to happen for the format to evolve and include more females. I think that as you read their answers,  you’ll gain a stronger perspective, and deeper appreciation for what they provide, how they think, and what they’ve experienced, while trying to effect change in the sports talk format.

Special Guests:

  • Sarah Spain-ESPN Radio Network and ESPN 1000 in Chicago
  • Gianna Franco-95.7 The Game in San Francisco
  • Joy Taylor-104.3 and 790 The Ticket in Miami
  • Kate Scott-KNBR 680 in San Francisco
  • Anita Marks-98.7 ESPN NY
  • Michelle Smallmon-ESPN Radio
  • Jessamyn McIntyre-710 ESPN in Seattle
  • Amy Lawrence-CBS Sports Radio Network
  • Amanda Gifford-ESPN Radio Senior Director of Daytime Programming

Why do you believe more women are taking larger interest in sports radio?

sarahspainSpain: It’s hard for women to dream of doing a job they don’t see other women doing. For so long certain jobs were almost off limits to women, so wanting to go after them seemed unrealistic. The more women are given a chance, the more women will want a chance. And that isn’t just the result of talented women pushing for jobs but also the decision makers and front office folks being forward-thinking and open-minded. As for listeners, as society becomes less rigid about gender roles, women are free to like whatever they like. Title IX was also huge. Women are now free to participate in sports, and women who play sports as kids grow up to be sports fans.

amylawrence5Lawrence: Women with an interest in working in sports radio are definitely emboldened by the success of those who’ve gone before. Now and then, I hear from women in local radio markets who tell me I’m their role model and they want to get to where I am in the business. A door that was previously locked tight has been kicked open, and that encourages other women to try their hand at radio. At the same time, sports radio is still dominated by men far more than TV. Popularity in radio has nothing to with what you look like and how attractive you are. It’s not as “glamorous” nor does it pay as well across the board. Listeners are extremely tough on their hosts, even tougher on women, so while you SEE more and more women in lead roles on sports television, it’s still relatively uncommon in radio.

katescottScott: I think a lot of things factor into it. Title IX is the foundation. My generation – as opposed to those before us –  grew up being told “yes you can”, which we applied to more than just playing sports. I also think that’s tied into the growth in female listenership. More women had the opportunity to play and fall in love with sports as a result of the law, and thus, you’ve got a larger number of women in the radio demos that now want to keep in touch with their teams.

jessamyn3McIntyre: I think that women are finding more opportunities in places other than TV and the sidelines. The industry is changing, as are attitudes about women in the industry. I think it’s indicative of the change we’re seeing in society, rather than just in sports media. More young girls are studying sports communications, and entering male-dominated industries. I’d like to think it’s a sign of the times, where there is more equality across the board in many areas both in and out of the sports communications world.

anitamarks3Marks: I believe it’s simply a case of more opportunities presenting themselves. The biggest change is that General Manager’s and Program Director’s are feeling there is stronger value in having a female voice on their station or network, and providing the platform.

How do you convince a predominantly male 25-54 audience to keep an open mind towards you and judge you by your content rather than your gender?

amylawrence6Lawrence: I make it a priority to know what I’m talking about, inside and out. I understand a good chunk of the target audience will start listening to me with a bias, whether overt or subconscious. But when I know my material cold, when I’ve watched the same games, when I can answer their questions and back up my strong opinions, many of them will eventually come to respect me. Humor helps, too. Listeners want to relate to their radio hosts. They want to know you’re like them, so while my sports revolve around the top sports stories and topics, I’m not afraid to dive into music, superheroes, lawnmowers, travel, or food in small doses. The last and most important quality as a female host is confidence. No one is going to agree with me 100% of the time, and I welcome dissenting opinions. I’ll debate with anyone as long as it’s done semi-respectfully. When challenged, the worst thing I can do is back down or become wishy-washy. If you do that you’ll get eaten alive.

joyTaylor: Being authentic is the best way to win the male sports fan over. I think I’ve been accepted because I’m not trying to constantly prove I should be there. I’m there because I worked hard, took the same path my peers took and paid my dues. I grew up in a sports city, Pittsburgh, in a sport family, and played sports my whole life. Then I went to school, started as an intern, worked a few part-time jobs, and worked my way to on-air as a producer for several years. All of those experiences have helped me earn the audience’s trust and respect.

amandagiffordGifford: Just be you. Talk sports. Have a personality. Have fun. Have an opinion. Make me think. Don’t wave the “I’m a female flag.” It doesn’t matter what gender you are as long as the content is compelling. Also, don’t take things personally and stay far away from your social media mentions – there are a lot of not nice people out there!

giannafranco4Franco: I don’t pretend to be a stat expert or sport’s almanac. I’m a fan, like the listeners, and I focus on staying knowledgeable, offering a smart opinion and staying authentic. The second you try to pretend to be something you’re not, it comes across on the air. I also try to keep in mind who my audience is. I grew up with a dad and brother who are diehard sports fans, so I have insight into that perspective, and always ask myself would this content matter to them? I also don’t lose sight of the fact that I am a voice for the local female listeners as well.

jessamyn1McIntyre: You’ve got to be tough and grow thick skin. Getting defensive never helps. The best advice I got was from Dan Patrick. He told me I had the ability to make it in this business, but to ‘not be just another cute chick‘. He explained that you can get away with a lot as ‘a cute chick‘ and probably actually maintain a job, but you’ll never truly succeed to your potential. I’ve taken that with me for almost ten years now and am grateful he took the time to point that out to me. I’ve always considered myself a hard worker, but it gave me perspective I could truly appreciate.

Do you believe women and men who perform in the sports radio format are treated the same and measured by the same rules internally & externally?

smalls3Smallmon: Unfortunately, no. There have been times when I was overlooked for positions that were given to males who were less qualified than me. I’ve gotten the ‘you never played the game, you can’t understand football’ attitude, when a man who never played football probably wouldn’t face similar questions about participating in an NFL broadcast. Also, any time there was a photo posted of me on our station’s website, there would be comments about my appearance. Radio is auditory and not visual, yet the main thing many people cared about was my physical appearance. That’s something men are lucky they don’t have to deal with as often. The double standard will probably be there for a long time, but I hope we continue to chip away at it until it’s gone.

sarahspain4Spain: The decision makers at newspapers, radio and TV studios and websites are still predominately white men hiring other white men. They need to understand the benefits of diversity, and bringing in different voices and backgrounds in order for new people to be given a shot. A change in the mindset of those folks, an increase in the number of women seeking jobs in the industry, and the continued hard work of the women who have made it will all combine to help change the climate. And, again, the longer people see women in jobs the less shocking or noteworthy it will become.

giannafranco3Franco: No, not really. I think all stations want a variety. It’s attractive to listeners, and offers a different perspective, but that also means you have to work that much harder for respect and job advancement. It’s very easy for some male hosts to not take you seriously, and use you for only fun or frilly topics, so I learned to not be afraid to speak, crack the mic, and be aggressive. You have to do that if you want to be seen as more than just the token girl on the sports station.

amandagifford4Gifford: Unfortunately I think we have a little ways to go here. Because sports talk radio is mostly dominated by males, it still is a little surprising to the audience when they hear a female voice. I think similar to the way people react to female play-by-play announcers during men’s games (like Beth Mowins or Pam Ward, for example, who have called CFB games for ESPN, or Doris Burke in the NBA as a color analyst), there is not the same benefit of the doubt that male hosts are given. I think women have to work harder to make sure they don’t lose credibility with the audience even if they only make one mistake. It’s not fair, but it’s reality.

joytaylor2Taylor: No, I do not. Just because the industry is changing does not mean it’s an equal playing field. Women have to be better, funnier, smarter, more professional, etc. Fans want to know you’re legit, rather than just accepting that you’re the new host on their favorite station. Overall, my experience has been great, but there are always moments when I know there is still work to be done.

Despite the growth, why do you believe women are still largely under-represented in the format? What needs to change for the growth to become even larger?

katescott3Scott: Women are under-represented in our industry for the same reason they’re underrepresented in a variety of industries. Growing up, we didn’t see anyone that looked like us working those jobs, so we just didn’t think they were an option. Thankfully, I had family, friends, mentors, and school advisors who told me otherwise, which – in my opinion – is where things need to start. I also think it’s important for those of us in the industry to realize the impact we can have on the future. Every time a little girl comes up to say hello at a remote broadcast, I ask her when she’s going to take my job. I think it’s our responsibility to plant that seed or, if it’s already been planted, reaffirm the fact that we believe that they can do it. Case in point, ESPN’s Linda Cohn (who also started in radio) was my favorite SportsCenter anchor growing up. I wrote her a snail mail letter my freshman year in college and about eight months later, got a short, email response from her thanking me for my support and encouraging me to intern to get into the industry. I printed that puppy out, framed it, and had it on my wall all thru college, and I’ve been working my tail off to get to work with her ever since. It’s up to us to be that person for the next generation. Hopefully, with so many more women in sports radio these days, that will lead to even MORE women working in sports radio down the road.

jessamyn5McIntyre: There’s always going to be some level of divide, based on the fact that more men play the sports we talk about than women. While we want to cater more and more to a greater audience, the bottom line is that, more men are interested in football/baseball/etc. than women. That’s not to say women won’t be interested, just like some men won’t be interested, but it says that the content itself is geared more toward men. I think the continued encouragement of women who want to get involved at a younger age will do a ton for growth. I feel as though a lot of road blocks have been taken down throughout the last ten years and that women have all the opportunities in front of them. It’s now a matter of using them to their full advantage.

amylawrenceLawrence: Yes, women are still the severe minority in sports radio. But there is no easy “fix” or formula to make the genre more balanced. The doors are definitely open for women who want to work in the business, but women have to be willing to put in the work and pay their dues, understanding both the business and the audience. It’s NOT the same as TV where the segments are much more controlled and physical appearance can go a long way. But knowledge, preparation, and dedication can lead to opportunities in this day and age of sports media.

anitamarksMarks: Sports talk radio can be intimidating. As a host, you’re out there on an island, and with listeners calling in, you need to have every T crossed and i dotted, because you never know where the show may take you. It’s like a magic carpet ride and it can be overwhelming. Right now most women in the sports broadcasting arena are primarily hired as reporters and TV hosts. As society becomes more accepting of women having opinions on sports, I believe more will venture into sports radio.

joytaylor5Taylor: I think that it’s a reflection of the fan base. Sports fans are still mostly male, so it makes sense that there would be mostly men speaking to them. Over the next 5-10 years as more women become vocal about their love for sports, and more women are accepted into the industry in more than the stereotypical roles, and the fan bases change their opinions of female personalities, this will change.

What advice would you give to a young woman who’s trying to make it in sports radio today but is having a difficult time breaking thru?

anitamarks5Marks: Hit the web! Dominate social media! Create your own podcast! Create your own YouTube channel! Intern at sports radio and TV stations – and go above and beyond what they ask of you. Build a following, be strong with your opinions, allow your personality to shine through, be persistent in sending samples of your work to stations, and don’t ever stop believing in yourself!

sarahspain5Spain: Find out what separates you from the pack and own it. For me, that’s always been my comedy background. For someone else it might be a great mind for statistics, a passion for baseball history, an interest in longform writing or breaking news coverage. Whatever it is, lead with it and show why you’re different than the many others who want a gig. Also, be as genuine as possible. People can see through you if you’re not yourself, and listeners and viewers above all else want authenticity. Also work very hard, be easy to work with and don’t have a thin skin.

joytaylor4Taylor: Be as active and as hard working as possible. Women in the industry start at a disadvantage, so they need to work harder, show up earlier, be more educated and more prepared. They aren’t given the benefit of the doubt and that’s something that will only make you better in the long run. Also, be willing to take the job that doesn’t pay well or may not be what you want to do long term. You have to work your way up and pay your dues in the media industry. There is no way around it, and it will only help you grow your talent. So many people get out of school and expect to walk right on to a set or get behind a microphone, and it doesn’t work that way. Don’t give up or get discouraged though, the hard work is worth it.

smallsSmallmon: If you can, intern anywhere that will have you. This business is hard to break into for both genders, so get involved as early and often as you can. Find a mentor. Ask questions and learn from their experiences. The first thing I do every morning is read for an hour and a half. Be prepared, because if you aren’t, someone else will be. Speak up. Have a strong opinion and stick by it. Radio is very transparent, and listeners will identify a phony pretty quickly. You’re more than what you look like; so don’t let others reduce you to that. Social media can be your best friend and your worst enemy. Take what strangers say, both negative and positive, with a grain of salt. Have fun! Like any job, this one will come with its challenges, but at the end of the day, you’re being paid to talk about sports. Never forget that you’re one of the few lucky ones who get to do this for a living.

amandagifford2Gifford: Find something that differentiates your content from anything else that’s out there. If you’re female, that’s a little easier because there aren’t a ton of women in this format. So right there you’ve got something different. Then, the “rules” are the same – have an opinion, make me think, have some fun, and stay off social media! Reach out to people in the industry to provide feedback/thoughts on what you’re doing. And practice, practice, practice.

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Barrett Blogs

Barrett Media Names Dave Greene Chief Media Officer, Adds Perry Simon, And Reveals 2024 Plans

“I’ve spent most of the past 8 years reinvesting in content, staff, events, etc. and with Dave Greene on board, I’m confident we’ll take bigger steps in the right direction.”

Jason Barrett

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Apologies in advance for the length of this column. Today is both exciting and important for yours truly. I’ve spent months analyzing every part of our business, interviewing candidates, and I’m anxious to share with our partners and readers what’s on the horizon for BSM and BNM as we get ready to enter 2024 and look ahead to 2025.

When I wrote my eight year anniversary column in September, I alluded to 2023 being a tough year. Business wise we’ve been strong but managing staff, content, and workload has been harder. Just yesterday I had to deal with a writer bolting without notice. It’s a pain in the ass. Creating and installing a content plan is easy, but if the algorithms change and your team isn’t passionate about the work or in the right roles, growth stalls. You either make changes or accept not being able to reach your goals. For me, the latter is not an option. I’m far too driven, invested and excited by what I do to accept the status quo. I expect us to grow, work hard, make a difference, and enjoy it. If it means having to rattle a few cages to get to where we need to be, then that’s what I’ll do.

The hardest part of 2023 has been knowing we had to move through the present to get to the future. I’ve had to be more protective of my time this year, saving it for clients, partners, staff, Summit planning, content analysis, creating advertising packages, and meeting with potential partners, attending business functions, recruiting staff, and taking a greater role in day-to-day content management. I’ve missed out on calls with friends who wanted to chat about the business, and reduced my writing and podcast involvement because it was necessary. BSM and BNM are both healthy, and as others vacated the space or slowed down, we’ve ramped up and continue to invest in strengthening our coverage.

Before I get into the specifics of what lies ahead, I want to recognize Garrett Searight, Alex Reynolds, Andy Drake, and Stephanie Eads for helping to keep the brand on track during the past few months. I also want to thank all of our writers for continuing to create great content. After the BNM Summit concluded in Nashville, there was so much to do and not enough time. Though it forced many of us to take on more than we wanted to, we got through it, and grew our traffic and impact. That’s a credit to our team, and the trust we’ve built with our audience.

Having set the table now, let me share what’s on the horizon, what’s ending, and where we’re hoping to go in 2024.

Chief Media Officer: I’ve gone through a long, extensive process to identify the right leader to help us grow Barrett Media. The conversations started in May and ran through November, and I had a chance to meet a lot of smart, talented people, and learn a lot about the way our brands are viewed by professional candidates. To everyone I had a chance to interact with along the way, thank you for the interest. It was a pleasure connecting with all of you.

But in the end, there was only one job to offer, and I’m excited to announce that we found exactly what we were looking for. It is my great pleasure to introduce Dave Greene as Barrett Media’s new Chief Media Officer.

The experience Dave brings with him to this position is extensive. He’s been an integral part of building the Podcast Heat Network alongside talented pro wrestling podcaster Conrad Thompson. The company has created, distributed, and monetized podcasts featuring star talents such as Ric Flair, Kurt Angle, Eric Bischoff, Jim Ross, Mick Foley, Jeff Jarrett and others. Before joining the Podcast Heat Network with Conrad, Dave spent two decades in the radio business, working as a VP/GM, GSM, PD, Owner, and and On-Air talent. He has worked for Audacy, Townsquare Media, Cumulus Media, and Flinn Broadcasting. Among the sports and news brands he’s had the pleasure of helping include KMOX and 590 The Fan in St. Louis, 610 Sports in Kansas City, The Ump and WVNN in Huntsville, and KHMO in Quincy. He’s also served as co-owner and publisher of St. Louis Sports magazine, and was one of our first weekly columnists when we started adding writers in 2017.

When I made the decision to add someone to help me manage the content and grow the company, I knew I’d be looking for a unicorn. I initially sought an Executive Editor but as this process moved along, I realized I needed a leader who provided more than just writing and broadcasting skills. They needed to be adept at content and sales, have a passion and ability to write, connected across the industry, experienced in event creation, and equally as important, they had to know our brands and see growth potential in our business the way that I do.

I took my time with this hire because it was too important to make a rushed or bad choice. Since launching BSM in 2015 and BNM in 2020, I’ve seen other comparable media outlets earn seven to eight figure valuations. We’re not at that level and may never be but I believe we’re on the right track to larger success. Though I have zero interest in selling BSM and BNM, and plan on running this company for 15 more years, it only makes sense to make our brands the best they can be, and elevate our value with each passing year. I’ve spent most of the past eight years reinvesting in content, staff, events, etc. and with Dave on board, I’m confident we’ll take bigger steps in the right direction.

Dave’s immediate focus will be to learn the staff, manage the day-to-day workflow, find and write news stories, add a weekly column, contribute on special projects, and execute our editorial calendar. Additionally he’ll work with Stephanie to improve our sales operation, and collaborate with me on new ways to grow events, traffic, newsletters, and audience data. After previously competing against each other in St. Louis, I’m looking forward to being on the side and working together to maximize the full potential of Barrett Media.

Internal Promotions: In addition to strengthening our team with Dave’s addition, I am equally excited to announce three internal promotions. First, I’m thrilled to elevate Alex Reynolds to the role of Digital Director of Barrett Media. Alex has served as our social media coordinator since August 2022, playing a key role in executing our social media strategy. Moving forward, he will continue overseeing our social media plan, while getting further involved in affiliate marketing, website/content partnerships, newsletter creation, podcast/video production, data analysis, and audience growth strategies for our social channels and newsletters. He will also write a brand new original series, ‘Social Studies‘, which debuts in January on BSM.

The second internal promotion I’m pleased to share involves Derek Futterman. Derek is being officially promoted to the role of Sports Media Reporter. Since joining BSM in May 2021, Derek has learned a ton as a Contributing Editor and News Writer. He started by occasionally writing stories, got further involved with daily news, and in the past few months, has taken on the challenge of writing features on executives and broadcasters. He’s covered industry events, the BSM Summit, established relationships, and continues to grow. I’m eager to help him take another step by having him produce three features per week, contribute to special projects, involving him as our backstage interviewer at the BSM Summit, and having him contribute to daily news, while additionally managing BSM’s Jobs section.

The final internal promotion involves Garrett Searight. Garrett joined us in August 2022 as an Editor, and worked his tail off but learned quickly, this is different from working inside of a radio station. Over the past few months he’s raised his game, and I’m pleased to promote him to Managing Editor of BNM starting January 1st. Garrett will report to myself and our Chief Media Officer while writing daily news, and two weekly features for BNM. He’ll also become the point person for our BNM columnists and features writers. We’ve seen BNM make major strides over the past year despite not having a dedicated leader. I can only imagine how much better the brand will be with Garrett fully focused on it. One thing that isn’t changing, he’ll continue to write his weekly sports media column for BSM, and manage BNM’s Jobs section.

Website Redesigns: You’ve likely noticed that BSM and BNM look different today. We have modified both websites to make it easier to find content. Our main pages are often filled with news stories, making it hard to find things. These new layouts allow us to feature six stories in the main sections, and nine in each of the key lower sections, sports/news radio, sports/news TV, and sports digital/media business. The site will also display better on mobile, and we’ve added a sports betting bar on BSM, conference calendars to the lower right of articles on both sites, and we’ve retained the media stock ticker on BNM. All are available for sponsorship. We’re also turning on the comments to allow readers to chime in on our stories.

BSM Writers: To help us elevate BSM in 2024, we’re adding a few new writers, adjusting roles of a few of our contributors, and saying goodbye to a few of our teammates.

Starting with the additions, I’m excited to welcome Moses Massena as a weekly columnist. Moses is a sports television veteran, who spent 14 years at MLB Network, working as a researcher, segment producer, and producer, winning 7 Sports Emmys for his contributions to “MLB Tonight”. He has also worked a producer at MSG Network, and served as a researcher for FOX & ESPN. His professional television career began with SNY from 2007-2009. 

Next, I’m pleased to welcome Jeff Kotuby to BSM as a daily sports television writer. Jeff has written content for many broadcasting and pop culture sites, including The Streamable, eBaum’s World, Twin Galaxies, and more. He has already begun diving in on BSM, and I’m looking forward to our readers becoming more familiar with his contributions in the future.

Moving to the internal adjustments, starting in January, Jordan Bondurant will take on a more defined role writing news stories each night on sports digital matters. Garrett Searight will add local and national sports radio content until Dave has a handle on the daily content, and Peter Schwartz and Demetri Ravanos will continue writing weekly features and helping with original projects. Peter will also add a new monthly feature, ‘Where Are They Now?’, which will run the last week of each month starting in January.

Though most of the news is good, we do have to unfortunately share some bad. Brian Noe and Ricky Keeler will be leaving us at the end of December. Both have been with BSM for a long time and have done a great job for us. In Brian’s case, he was one of the first writers to join BSM in August 2017. We wish both of them well, and appreciate all of the contributions they’ve made to our coverage along the way.

I am still looking to add another weekly sports media columnist to BSM. The ideal candidate will have industry experience, a track record of success, and a passion to write about the business. If you or someone you know fits the bill, send a resume and writing sample to [email protected].

BNM Writers: BSM has earned a strong reputation in sports media circles, and we’re determined to make sure BNM is highly regarded as well. To help us continue making progress, we’re excited to announce a few additions. First, please join me in welcoming Perry Michael Simon to BNM as a weekly columnist. Perry’s column will be published every Thursday on the site starting on December 7th.

Perry served as VP and Editor/News-Talk-Sports/Podcast for AllAccess.com after previously working as a Program Director and Operations Manager for KLSX and KLYY in Los Angeles and New Jersey 101.5 in Trenton. His contributions to All Access were excellent, and his knowledge of the industry, and his willingness to challenge it helped many broadcasters learn, adjust, defend, and grow to appreciate his point of view. After a well deserved break following the shutdown of All Access, Perry is refreshed, refocused, and ready to offer his smart, snarky, and strong opinions on the media business. I can’t wait to see what he has in store for our readers.

In addition, BNM is pleased to announce the arrival of Krystina Alarcon Carroll. Krystina joins us in a hybrid role, writing two weekly features and adding a weekly column. She freelances currently for WPIX in New York and previously worked on live, streamed, and syndicated TV programs at NY1, Fox News Digital, Law & Crime Network, and Newsmax. We’re excited to add her to our team, and you can read her first story today on BNM.

As our readers recently learned, we’ve unfortunately had to say goodbye to Jim Avila. Jim did an excellent job for BNM but a great television opportunity came his way, and we wish him nothing but the best moving forward. Ryan Hedrick has also exited. I’m accepting resumes and writing samples from industry pros who have a passion to write daily news TV stories and weekly features. If interested, click here. We have more evaluations to make in the next month to make sure we’re built for success entering 2024. One thing for certain, we are going to keep building BNM and make sure news/talk media professionals have a daily destination to visit and enjoy reading about their format and business.

Two New Newsletters: Another exciting addition coming in 2024 will be the introduction of two new daily newsletters, the BSM Press Pass, and the BNM Wrap Up. We will distribute both starting on January 2nd. The BSM Press Pass will be delivered daily at 5pm ET. The BNM Wrap Up will go out at 6pm ET. We’ll have a different look and approach for both, which I think media folks will enjoy and find useful at the end of the work day.

With the arrival of the Press Pass and Wrap Up, we will continue sending out the BSM 8@8 at 8am ET. The BNM Rundown though will move to an earlier time, going out each morning at 9am ET. The same look, structure and valuable content will be available in both. If you haven’t signed up for BSM’s newsletters, go here. If you wish to receive BNM’s newsletters, go here.

Editorial Calendar: When BSM was born, I wrote and created a lot of features and original stories. From 5 Podcasts in 5 Days to the Sports Radio Draft, the Greatest SportsCenter Anchor Tournament, and a full-day spent with Mad Dog Sports Radio, creative pieces performed well for us. But as day-to-day news grew and our staff expanded, we got away from some of that. We’ve still done things like Meet The Podcasters and Countdown to Coverage, and they too have been well received, so in 2024, we’re going to put more focus on original projects on both BSM and BNM. We have an editorial calendar ready for 2024, and will begin reviewing plans on Tuesday during a zoom call with some of our staff. We’ve got some great things planned for BSM and BNM, so keep an eye out for it.

Member Directory: Since April 2020, we’ve featured the BSM Member Directory to help industry professionals and aspiring broadcasters display their work to PDs, agents, executives, etc.. All members receive jobs listings by email a few times per month, get featured in the BSM 8@8 newsletter, are promoted in content when they have career news to share, and our annual subscribers get a 20% discount on BSM Summit tickets. Memberships are $14.99 per month or $149.99 per year. For 2024, we’re going to explore new ways to deliver more value and grow our member base. Dave, Alex and I will be brainstorming ideas this month in hopes of introducing new benefits to existing and future members during Q1.

Jobs Listings: We’re often asked to post Jobs for companies due to our ability to reach the right people. Knowing how hard it is to find good help, and having used LinkedIn, Indeed and other sites myself, I know it’s not cheap. Other trades charge a few hundred dollars per month to promote openings, and starting today, we’re going to do the same except we’re keeping costs low. For $99 per month companies can now promote open positions through our websites. If you click on the Jobs tab on BSM or BNM, you’ll see the latest listings. If you use the dropdown menu and select ‘Place An Ad on BSM/BNM‘ it allows you to submit an ad and get it posted on the site within 24-hours. I’m hoping it’s helpful.

Ratings Reports: I know the ratings matter to PDs, hosts, and executives. Yet many get upset with the ups and downs of measurement. Maybe it’s not perfect, but this is your report card, and whenever we highlight the industry, it benefits broadcasters, advertisers and listeners. We’re going to write quarterly ratings reports next year for both sports and news/talk radio. We will not do monthlies. All I ask is that we receive the PPM Data reports for each quarter so we can be fair and accurate to all. We write these reports to showcase the strength of two valuable formats, and to recognize all who contributed to each brand’s success. Nielsen is still the king when it comes to measurement, and our stations don’t benefit if they don’t promote their wins to the rest of the business world. My thanks to Harker Bos Group for supporting these stories. I look forward to digging into the data to highlight those who are making an impact in 2024.

JB Column and Podcast: I acknowledged earlier that writing columns and hosting podcasts became harder in 2023. That said, I realize I have a voice that matters. Starting in January, I will begin writing a weekly column on BSM. I will also be bringing back The Jason Barrett Podcast for 26 episodes next year. Half of those episodes will focus on sports media. The other half will explore the news/talk space. We will also video the shows and make them available through the Barrett Media YouTube page. If I was going to do the podcast, I wanted to add a new layer to it. I think this will help us do that and I look forward to hosting it in April 2024. It’s possible that we’ll add other podcasts and video shows in the future, but for now, we’re going to take it one show at a time.

Return of Guest Columns: BSM and BNM have featured guest columns before from Craig Carton, Erick Erickson, Dan Zampillo, Mo Egger, and Bo Thompson just to name a few. I’d like see more media people use our platforms to highlight issues or causes that are important to them. Whether you’re an owner, executive, PD, salesperson, media buyer, host, agent, imager, producer, podcaster or social media director, if you have knowledge to share, and interest in writing a one-time guest piece for BSM or BNM, email [email protected].

BNM Top 20/BSM Top 20: Our two biggest traffic drivers of the year, the BSM Top 20 and the BNM Top 20 will continue to serve the sports and news/talk radio industries. A huge thanks to Steve Stone Voiceovers for signing on as the exclusive sponsor of the BSM Top 20, and JJ Surma Voiceovers for coming on board as the exclusive partner of the BNM Top 20. The BNM Top 20 of 2023 drops December 11-15 and December 18. Voting for industry executives expires later today. The BSM Top 20 of 2023 will be released February 5-9 and February 12. Voting for that series will start in late December, early January. We’re also looking at a few additional projects to recognize the best in the industry. More to come on that in 2024.

BSM/BNM Summits: The BSM Summit returns to NYC on March 13-14, 2024. We’ll be live at the Ailey Theater both days, and have announced 16 top speakers so far and have more still to come. You can purchase tickets to the show here. For those in the news/talk world, we’re going to host our second BNM Summit in September 2024. We’ve chosen the host city and venue and hope to announce our plans after wrapping up this year’s BNM Top 20. Running our next show two months before the election is going to be excited. Stay tuned!

—–

For eight years, we’ve grown traffic, influence, events, consulting clients, and our writing team by following a simple philosophy, focus on serving the right audience, not the largest. When you commit to quality over quantity and refuse to chase clicks at the expense of relationships, you land in a much better spot. We are where we are today because of our consulting clients, advertising partners, and earned trust and respect with our readers and industry professionals.

That said, while we have proven our value to top talent, executives, agents, and media buyers, some marketing folks have been harder to reach. Stephanie Eads and I have attended many zoom calls and in-person meetings to share our story, and we’ve created packages large and small to accommodate all budgets. I’m hoping that as we enter 2024, those who have been slow to respond or who have stuck to doing the same things repeatedly, take a chance to discover why BSM or BNM should be part of their media mix.

In closing, I am ecstatic about adding Dave Greene to help us grow BSM and BNM. We have a lot of work ahead of us but I’m confident progress will be made. I appreciate everyone who visits our websites, receives our newsletters, attends our Summits, follows and shares our content on social media, and let’s others know about of our existence. Most importantly, I’m grateful to our consulting clients and advertising partners who give us the support we need to be able to continue doing this. We can’t raise the bar without you, and I’m fortunate to be in this position serving an industry I love, respect, believe in, and root for.

Here’s to Barrett Media’s future. 2024 is going to be awesome, and I’m glad to have you along for the ride!

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Nick Wright, Danny Parkins, Andrew Fillipponi and Omar Raja Join The 2024 BSM Summit Lineup

All four of these men are extremely talented and accomplished, and I’m grateful to each of them for making time to be with us.

Jason Barrett

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The buildup to the 2024 BSM Summit continues with our next speakers announcement. Media professionals looking to attend March’s show can secure seats at BSMSummit.com. We’ve already announced Jeff Smulyan, Mark Chernoff, Don Martin, Bruce Gilbert, Scott Sutherland, Chris Oliviero, Scott Shapiro, Spike Eskin, Mitch Rosen, Paul Mason, Bonnie Bernstein and Damon Amendolara will be part of the event. We’ll have additional big names to reveal in the weeks and months ahead too so stay tuned for more.

Before I get into the latest group of speakers, I want to pass along some Barrett Media news.

First, when you log on to BSM and BNM on Monday December 4th, you’ll notice both sites operating with a new, cleaner look. We pump out a lot of daily content on our websites but finding all of it can be intimidating. We’re hoping the modifications make it easier to find and digest our content and look forward to your feedback on what we roll out next week.

Secondly, I’ve spent months going through a process to identify an Executive Editor for Barrett Media. The type of leader I’ve been looking for different from what exists at some online publications. I’ve spoken to a lot of smart, talented people during this process, many who I know could make us better. However, there is only one job available. Fortunately after going through an extensive search, I’ve identified someone who I’m interested in teaming with to help take Barrett Media to the next level. I hope to announce that hire and the addition of a number of new writers next week. I think our readers, partners and clients will like what’s on the horizon.

Third, we have opened up voting on the Barrett News Media Top 20 of 2023. The deadline to cast votes for News/Talk PD’s is next Monday December 4th. We will present the News/Talk radio format’s collective feedback December 11-15 and December 18 on BarrettNewsMedia.com.

There’s other stuff on the way as well, but I’ll save the rest for next week. Let’s dive now into the latest additions to the Summit.

It is my pleasure to announce the additions of Nick Wright of FS1, Danny Parkins of 670 The Score in Chicago, Andrew Fillipponi of 93.7 The Fan in Pittsburgh, and Omar Raja of ESPN to the 2024 BSM Summit speaker lineup. All four of these men are extremely talented and accomplished, and I’m grateful to each of them for making time to be with us.

Starting with Omar Raja, the work he did building House of Highlights into a powerhouse social brand is well documented. He now serves as a commentator for ESPN’s digital and social content, which includes being the leading voice behind ESPN’s SportsCenter Instagram account, and providing strategic social programming across ESPN’s social platforms. It’s not every day industry professionals gain an opportunity to learn from one of the industry’s top social media minds, so I’m hoping to see a lot of folks present when he shares his wisdom at the Summit.

Shifting from digital to on-air talent, one session I know many will be present for will include three personalities who have been highly successful in each of their careers, and share a lifelong bond through the friendships they formed while attending Syracuse University together. Nick Wright, Andrew Fillipponi, and Danny Parkins are three of the best in the business today, and all three will be on stage together to discuss their individual paths, their differing approaches to content creation, measuring and managing success, and much more. Having Damon Amendolara, another Syracuse graduate who’s been highly successful on the air, guide the session should make it even more interesting and entertaining for all in the room.

With these latest four individuals added to the lineup we’ve now secured sixteen top speakers for March’s show. I’m hoping to reveal the next group of participants in a few weeks. Once we get past the holidays I’ll start revealing the awards winners and a few executives who will be part of the conference.

I want to thank Steve Stone Voiceovers, Good Karma Brands, Bonneville International, Silver Tribe Media, Premiere Networks and the Motor Racing Network for returning as sponsors of the 2024 BSM Summit. If your group would like to explore a sponsorship opportunity for the show or review website or newsletter options for 2024, email Stephanie Eads at [email protected] to receive a copy of our advertising decks.

That’s the latest for now. More to come in December.

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6 Speakers Added To The 2024 BSM Summit Lineup

“Two of these individuals have built successful careers as on-air talent. Four remain involved in management and programming roles.”

Jason Barrett

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Each year the BSM Summit welcomes a star studded group of high-profile talent, accomplished executives, top programmers, and successful digital leaders to examine the top issues facing the sports media business. The information provided arms each attendee with actionable ideas and solutions to improve their brands, shows, and individual performance, and our 2024 event in New York City promises to deliver more of what the industry has come to expect.

If you missed the initial announcement, we’re excited to be joined once again by Spike Eskin, Don Martin, Scott Shapiro, Mitch Rosen, Jeff Smulyan, and Mark Chernoff. Each of these men have enjoyed great success in the sports radio industry, and we appreciate them making time to join us and offer their insights at the Ailey Theater in NYC on March 13-14, 2024.

Today though it’s time to reveal the next group of speakers who will be part of our show. Two of these individuals have built successful careers as on-air talent. Four remain involved in management and programming roles for Audacy, Cumulus, and Bonneville International.

Starting with the on-air talent, I’m looking forward to having SiriusXM Mad Dog Sports Radio morning host Damon Amendolara, and Emmy Award-winning American sports journalist and media executive Bonnie Bernstein join us for the 2024 BSM Summit. D.A. was part of our 2020 show in the concrete jungle. For Bonnie, this is her first time appearing. Specific sessions highlighting their involvement will be announced closer to the event.

On the executive side, I’m thrilled to welcome back Cumulus Media and Westwood One SVP of Sports Bruce Gilbert, Bonneville International EVP Scott Sutherland, and Audacy New York VP and Market Manager Chris Oliviero. I’m equally excited to have 104.5 The Zone Program Director Paul Mason make his first appearance at the conference. The collective knowledge, success, and relationships these men enjoy across our industry speaks volumes of why they’re trusted to lead and grow their respective brands and companies. It’s important for folks in the room to learn the business, not just the world of content, and I’m grateful to Chris, Scott, Bruce and Paul for helping us further educate the room.

We have a lot more lined up that we’ll announce in the weeks and months ahead. As has been our strategy throughout the years, we like to build the show and increase excitement for it. If you work in the media industry and wish to attend, tickets can be purchased by visiting BSMSummit.com. On the conference website you’ll also find details about our hotel partner, M Social. Make sure to visit the Hotel page and book your reservation asap to avoid being left without a room later on. Our room block expires in mid-February.

Additionally, for those looking to be a part of the Summit as a marketing partner, please reach out to Stephanie Eads at [email protected]. We’ve already had a number of sponsorships for the event get scooped up, and the demand for show involvement is usually high. Before they all go away, check with Stephanie to see what’s available.

Expect another announcement prior to Thanksgiving. This is going to be another action packed event, and I look forward to once again seeing everyone as we bring the industry together to explore solutions to move the business forward.

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