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Creating Job Security Through Advertising & Expansion

Jason Barrett

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One of the most common mistakes that air talent make is assuming that they’re solely responsible for creating and delivering content and generating ratings. I’ve heard one say “I get paid to talk about sports and bring listeners to the station, sales is for the guys down the hall“.

While that may be true to an extent, the number one reason a host is on the air and a show exists in the first place, is because the radio station believes it can generate revenue from it. A good talk show host delivers an audience, those people spend time listening, and in doing so, they become attractive to advertisers who wish to inform them about their products.

In essence, the talk show host is the bait used to lure the fish. When the talent delivers the message well, the fish bite the hook and are taken home for dinner. When the talent executes poorly or displays little interest in the product they’re speaking for, the fish stay away and nobody gets fed.

There is a big difference between emotionally connecting to a product and selling it to your audience with passion and conviction, and sleepwalking through an endorsement. As a host, you should understand that your word does matter, so believing in the products you pitch is important. But never lose sight of the fact that you’re in that studio every day collecting a check because you represent the company and are a key piece being utilized to generate revenue.

You may personally care about topics, guests, callers, and other programming items, but executing endorsements, delivering a good read for an upcoming promotion or website initiative, and demonstrating daily that you’re a great place for other advertisers to place their future business is as important as any job you do.

The job extends beyond your air shift too. Networking and bonding with clients is an important responsibility and if you don’t understand that, then you’re missing the big picture and likely leaving a lot of money on the table. The less helpful you are to sales and the little connection you have to top advertisers, the more likely you are to be replaced. I don’t care what market you look at, no top personality is getting paid top dollar for a long period of time if they’re not helping grow the radio station’s business.

One person who understands this as well as anyone is Bill Simonson. For the past 14 years, Bill has built an incredible brand in the state of Michigan and he’s been able to do so thanks to the support of his advertisers. He recognizes that without those paying customers, his brand value becomes less. To keep them satisfied, Bill spends time with them, familiarizes himself with their products and includes them in his show. He makes his clients feel like partners, not just businesses who spend some money on his program.

Today Bill hosts “The Huge Show” weekday afternoons from 3p-6p on the Huge Radio Network, which carries his program on 12 different stations across the state of Michigan. He physically broadcasts from flagship station 107.3FM WBBL in Grand Rapids. Additionally he hosts “The Saturday Night Huge Show” nationally on the CBS Sports Radio Network.

I knew Bill would have an excellent perspective to share on growing a statewide network and developing and maintaining relationships with key clients and I think you’ll appreciate some of the tips that he’s provided. If you’re an on-air talent and you follow his example, it very well could help you fatten your wallet. It may even help you expand your own local show.

Creating Job Security Through Advertising & Expansion

billsWhen I was in Chicago at ESPN 1000 back in 1998 I thought the key to success in radio was getting to the biggest market you could and doing great radio. I lived for the ratings book. It was a quarterly validation of what i was supposed to be in radio. If I did a good show, had great guests and busy phones, and got decent ratings, then I was set for life in radio.

That was 1998-2001. Radio was evolving and I didn’t see it coming. It went from a ratings based business to a revenue tradeable commodity on Wall Street. I didn’t pay attention to advertisers like I should have.

When my run in Chicago ended in 2001, I easily could’ve blamed Jerry Reinsdorf for having the ability to censor my comments about the Bulls and the White Sox, or the fact that ESPN thought 6 sports updates an hour were good radio. I won’t even challenge the lack of intimacy that ESPN wanted with their radio audience. They wanted many voices connected to the Huge Show and just didn’t let Lou Canelllis and myself be ourselves.

bills2Forget the radio side of what could’ve been better for me in Chicago. What I really learned was that at my next radio stop I had to connect to advertisers like they were family. I ended up back home in Grand Rapids, Michigan. I knew to stay there I would need to find a way to charge big money for commercials.

My GM at the time, Matt Hanlon, had the idea of starting a statewide sports network. We began with four company owned stations and now are on 12 statewide stations in afternoon drive in Michigan for the past 14 years. My show’s revenue has been above seven figures at times.

My advice to any successful sports talk show is to get with your management and see if you can regionally syndicate your local show in an area where they talk about the same teams you talk about on a daily basis. It is a sales tool your competition can’t sell. It creates that bond with advertisers that others can’t put in the same sales pitch. Most importantly, regional syndication allows you to charge bigger money for the live endorsement ads you read. More money for the company and for yourself is a good thing.

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Most sports talk show hosts don’t get the revenue side of the business. You want protection in the cut throat bottom line radio business we live in today? Help increase the revenue connected to your show. The only shows that survive on ratings are big market shows that get consistent big numbers.

By helping sales bring more revenue to the show, you in turn bring more endorsements, appearances, and remote fees to your pay stub every two weeks. That is job security my radio friends.

More sports talk show hosts need to understand this. News talk lives by the revenue creed and it’s the number one format in our business. Please don’t tell me too many ads are a turnoff for your audience. Do you watch sports on TV? Notice the advertising on your phone? Apps? Blogs?

There’s an achievable advertising balance that you can achieve with these moves:

1: Get with the top salespeople in your building. Let them know everything about you. Use those lifestyle decisions you make on purchases to become part of the organic content of your show. Live endorsement reads integrated in your daily show don’t turn off the audience as much as commercial breaks do.

2: Take part in lunches, games, golf, or grabbing a few beers as often as you can with advertisers.

3: Give your sales team weekly ideas on lifestyle things that you do or buy that you would endorse on-air.

4: Find things on your show that advertisers could sponsor and in turn be willing to endorse their product.

5: Become emotionally connected to the product. The sincerity will come across the radio airwaves.

6: Develop close relationships with the best salespeople at your station.

billsWe live in a revenue based radio world. It’s not changing anytime soon. Job protection in our business is limited to the radio elite. Even then the out of left field stories of major talent losing their gigs are usually based on the revenue game.

If your company looks at your salary and doesn’t see more revenue coming in than they’re paying you, chances are you’re in trouble. You’re probably on the cut line the next time the corporate quarterly call is below expectations.

Growing the reach of your local show via regional syndication and working with sales to increase the revenue connected to your show can give you stability in the unstable corporate radio world we live in today. If it works for me in Grand Rapids, Michigan it can work for you.

Bill Simonson hosts Afternoon drive on the Huge Radio Network in Michigan. He is also host of the Saturday Night Huge Show on CBS Sports Radio and proud to be the voice of the video game NFL Blitz 2000. He’s also featured as the play by play voice in the Kurt Russell movie “Touchback”. You can follow him on Twitter by clicking here or on Facebook by clicking here.

Barrett Blogs

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

Jason Barrett

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

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

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

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Barrett Blogs

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

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

Jason Barrett

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

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

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

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

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

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

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

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

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

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

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

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

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

Jason Barrett

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

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

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

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

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

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

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

And it worked.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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