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Staying Ahead of the Curve In Sports Radio

Jason Barrett

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In sports media circles it’s well documented that Jamie Horowitz is looking to turn Fox Sports 1 into an opinion driven programming network. He’s gone on the record numerous times stating that he’d like to add what he calls “opinionists” to his channel’s roster. Personalities such as Colin Cowherd, Skip Bayless, Jason Whitlock, Clay Travis, and Nick Wright are fit that description.

Whether the vision and execution will work is yet to be determined, but what I appreciate about Horowitz’s strategy is that he’s aiming to develop his network as the place to turn to for the opinion leaders in sports media. So much of today’s sports content is built from reaction to what unfolds in sporting events, and commentaries made by those playing or talking about sports, so choosing to build a brand around opinionated personalities and content isn’t a bad idea. Many have said he’s essentially taking sports talk radio and putting it on television.

When you look at how Fox Sports 1 stacks up presently, they’re way behind the worldwide leader in sports in many categories. Awareness, ratings, play by play deals, digital growth and even the size of the talent roster, all fall short of ESPN. They’re also nearly forty years behind in terms of branding, comfortability, and dependability with the audience.

To turn the tide in their favor it’ll likely take a decade or more, and that’s assuming they continue to make major improvements. The process will be long, painful, emotionally exhausting, and it’ll require smart strategy, risk taking, change, and achievable short-term and long-term goals, and a firm commitment, and great amount of patience from the higher ups at Fox Sports.

Even then, the plan still may not work. But what will take place if they stay committed is the creation of a legitimate competitor, and a brand with an identity which differs from ESPN. That gives the viewer a choice when seeking sports programming.

The reason I’m interested in their approach is because I see them seizing one part of ESPN’s identity, and looking to build their own empire around it. For sports fans, ESPN represents multiple things. They offer an abundance of play by play, SportsCenter, high level reporting, opinion driven programs, documentaries, and a collection of high profile personalities. It’s their mission to serve sports fans everywhere, and venture into all areas of sports programming, not necessarily focus on one particular area.

By placing less focus on highlight shows, documentaries, and reporting, Fox Sports is putting all of their eggs in the opinion basket. In doing so, they’re hoping to establish an identity, and generate enough traction to put themselves in position in the future to consider adding other elements to that strategy.

Which brings me to the radio industry. If there’s one area where the business underperforms, it’s in creating the next big trends in original programming. From digital to podcasting to ratings measurement, and other areas, staying ahead of the curve has never been radio’s strong suit.

Today, if you turn on your television, you’ll find a strong supply of sports programming options. Channels such as ESPN, ESPN2, ESPNews, ESPNU, SEC Network, Fox Sports 1, Fox Sports 2, NBC Sports Network, CBS Sports Network, NFL Network, MLB Network, NBA TV, and the NHL Network all have something for you to enjoy. I didn’t even mention all of the regional sports programming channels, TNT’s select coverage, the Tennis Channel, Golf Channel, beIN Sports, Pac-12 and Big Ten Networks, or the slew of others.

When you examine the digital space, another wide variety of options exists. If you’re in the mood to read sports content, ESPN, Fox Sports, CBS Sports, NBC Sports, Yahoo Sports, Bleacher Report, Vice Sports, SB Nation, Sports Illustrated, and Sporting News are available. If those brands don’t meet your needs, each sports league, and every single team in collegiate and professional sports has their own website. There are even other smaller sites which are built around specific sports, leagues, local regions, and personalities.

In sports radio, we find nearly eight hundred stations offering sports content. The majority of the formats though are similar. Brands are often attached to one of six national networks (ESPN, CBS, NBC, FOX, Yahoo, ESPN Deportes), and a large number use the same brand names, voice talent, and programming strategies.

Some of these stations will rely on their network associations to identify their brand. Other local talkers use monikers such as The Fan, The Ticket, The Game, The Score, The Zone, or The Team. The only things major differences are the personalities, content focus, network affiliations, and play by play associations. Even then, the content on these stations revolves around all-sports talk programming targeted towards each market’s local teams, and the biggest national stories making news.

We could debate station names, network associations, and the way many brands implement similar sounds and strategies, but I want to shine the light on a bigger issue – a lack of choice and originality for local audiences.

If you look at the top 25 markets, you’ll find a minimum of two sports stations offered in each city. In many cases, there are three or four radio stations offering sports talk programming. In nearly every one of these situations, each station provides all-sports programming. This means that the topics are driven by the news and results produced by the area’s local teams. Big national stories also warrant discussion.

Take for example the cities Denver, Houston, Miami and Portland. They each have at least four stations offering sports programming. Aside from offering different local shows, and on-air talent, and entering into business with different national sports networks, much of what they provide in terms of content is the same.

Sandwiched around their network hours are local programs which talk about the local market’s teams, take calls, interview guests, and possibly offer play by play of local or national games. They even provide sports updates two or three times per hour.

When the ratings and revenue are taken into account, some of these brands perform well. Others fall far below the mendoza line. For those that don’t pull their weight, they’ll either invest less, change the talent, or entertain a format change to something non-sports related. The one thing they rarely consider is a different way to present sports programming.

I want you to place yourself in the position of an owner of the third or fourth best performing sports station in a marketplace. If your competitors have a dedicated audience, strong ratings, and high revenues, do you honestly believe you’re going to make inroads by doing the same thing they do? Here let me save you a lot of time, money, and aggravation, you won’t.

So what can you do? How about doing some research in your market, discovering what matters most to people, and then creating a different form of sports programming?

Sports radio doesn’t have to consist of all-sports focused shows on radio stations which feature a mix of local and national content. It also doesn’t have to feature sports updates, personalities from the same walks of life, or the same voices and sounds that we’ve grown accustomed to.

This isn’t to suggest that you’re going to become the market’s leader by introducing a different version of the format, but if you want to create an identity, separate yourself from the competition, and help your ratings and revenue, sometimes being bold, and original pays off.

As you scroll through some of these possibilities, remember that they may work in some locations, but not in others. For example, a college sports radio network may be well received in the southeast, but not up north. This is where research comes into play. If you analyze the makeup of people in your city, and tap into their passions for specific sports, teams, people, and content, you’ll give yourself a fighting chance. That can be the difference between staying afloat, or sinking.

College Sports Programming Network: SiriusXM has done this incredibly well, and we’ve seen the same occur on television with the launch of the SEC Network, ESPNU, Pac-12 and Big Ten Network, and many others. So why hasn’t the format been offered by terrestrial radio?

Is it not possible for a company to create it and offer it to a number of stations in markets where the programming has mass appeal? Don’t you think local radio companies in college towns would have an interest?

If a group launched an all-college sports programming network, and partnered with a company like Learfield, IMG, or Westwood One to add college play by play to the mix, they’d have the ability to stand out in a number of locations. The focus would primarily be placed on football, and basketball. Other exceptions may be worth considering from time to time.

The right cities, towns, and regions have to be considered, and local operators have to be open to changing network affiliations, but if ratings and revenues aren’t high, that becomes a much easier conversation.

Hispanic Sports Programming Network: This is an area that even the television industry should be taking a closer look at. First of all, there are over three hundred and fifteen million people in the United States. Caucasians are the largest group of people, but Hispanics now represent 15% of the total population. That makes them the second largest race in our country.

When you look at states like New York, California, Texas, Florida, Arizona, Nevada, and New Mexico, the percentages rise to well above 25%. In major cities it’s an even bigger deal. For example, Miami is 51%, Los Angeles 43%, Houston 34%, San Diego 31%, and New York City is 24%. Other major cities such as Chicago, Dallas, Denver, Phoenix, and San Francisco are all above 20%.

These aren’t just some of the largest markets in America, they’re also the locations where most of the nation’s advertising gets done. Buyers realize that the Hispanic population is rapidly growing, and selling products has to extend beyond Caucasian males and females.

Rather than introduce the seventh or eighth sports television channel or launch another sports radio station which does the same exact thing, how about building a programming around Hispanic talent? I’m not suggesting either that the content be presented in Spanish. It would be delivered in English by a station comprised of Hispanic personalities.

Many in our industry label Los Angeles, Miami and Houston as weak sports markets, yet each of them are heavily Hispanic and under represented on the local airwaves. It doesn’t take a rocket scientist to figure out that connecting to that audience in each of those cities is important. If done right, it could produce great results. Some will suggest that it won’t, but until I see someone try and fail, I remain optimistic about the idea.

Black Sports Programming Network: Similar to the Hispanic programming idea, African Americans are also under represented, especially on sports radio. In television, we have channels like BET which cater to the African American viewer. In radio, multiple companies have launched urban brands which have been well received by predominantly black audiences. Urban sports for some reason hasn’t been considered, at least not on-air.

In the digital space, The Undefeated was launched by ESPN. Another website Black Sports Online operated by Robert Littal has also entered the fray.

But why hasn’t radio examined the possibility? It can’t be for a lack of options. Personalities like Stephen A. Smith, Michael Smith, Jemele Hill, Stuart Scott, Jason Whitlock, and Michael Strahan have proven they can shine on the national stage, and local talents such as The 2 Live Stews, Michael Holley, and Terry Foster have demonstrated they can be difference makers too.

So why not explore it further?

According to the U.S Census Bureau, in Washington DC, African Americans outrank Caucasians 48% to 36%. In states like Mississippi, and Georgia, blacks represent 31% of the population. In Maryland it’s 29%, and in South Carolina, and Alabama, the number stands at 27%.

I’m not suggesting that a network or locally programmed station featuring all black personalities would play in every part of the country, but I challenge you to show me proof of why it wouldn’t work in some of these locations. I can find local brands built around network programming in many of these towns that don’t deliver a big number, yet an idea like this isn’t even considered, even though the statistical data suggests it’d be worth discussing.

Team Centered Sports Radio Stations: We’ve seen a few teams own radio stations, and face backlash because their content is viewed as being team controlled. But what if an independently owned radio station chose to brand themselves around a local team, and focus their entire content presentation around them? Would it be different?

Some stations seek to be everything to everyone, rather than tapping into the one or two teams that matter most. Imagine if you ran a third sports station in New York. If you went up against WFAN, and ESPN NY, and offered the same strategy that they do with different talent, you’d get killed. But if you positioned yourself as the New York Football Network, that would at least peak the curiosity of local football fans.

Using that approach, all of your shows would be built around the Giants, and Jets, and the rest of the NFL. Your talent roster would feature people who were recognizable to New York football fans, and had strong knowledge and passion to discuss the sport. You could even supplement your coverage by adding Monday, Thursday, and Sunday night football, or aim to pry away the rights to one of the market’s two local teams when their deals expired.

This isn’t just a New York idea either. If you were running the third or fourth station in another market, and a local team had a stranglehold on local audience and advertiser interest, connecting your brand to them would be wise. Teams love being the center of attention, and certain ones carry such prestige with the audience that it’s impossible to deny the value of being connected to them.

If your radio station was built around non-stop Lakers in Los Angeles, 24/7 Cowboys in Dallas, or all access Giants in San Francisco, you’d be further ahead than you would by positioning yourself as the third or fourth all-sports programming alternative. Would there be periods of the year when your station isn’t a destination? Yes. But, when you add it all up, you’d have many more months of strong listenership, and a unique identity in the marketplace. The brands sitting on top would definitely be aware of your presence.

Action Sports Programming Network: Imagine if a channel was built around the UFC, Boxing, and Pro Wrestling. Your immediate reaction is to tell me that it’d be too niche. A format like that would only make sense for SiriusXM or on a podcasting platform. And therein lies one of radio’s massive problems. It operates inside of the same box too frequently.

Did you know that of the top 50 podcasts in sports and leisure, 11 of them are either wrestling, or mixed martial arts related? Did you know that over one million people subscribe to the WWE Network? How about the pay per view business, what brings in its largest revenues? That would be Boxing, and the UFC.

Do you think the UFC, WWE, and Boxing world don’t attract advertisers, audiences, or ratings? On a weekly basis, the WWE is watched by three to four million people on Monday night’s and a few million more on Thursday’s. They also reach younger audiences which is why ESPN entered into a partnership with Vince McMahon’s company. I’m not even taking into account the audiences which watch other wrestling promotions on television.

Would this type of format work everywhere? No. Is it built better for SiriusXM than others? Probably. But would it not have appeal in certain local cities? That one we can debate.

How many local stations do we see across this country deliver weak ratings, little revenue, and offer the same exact strategy as the competition, only not as good? It happens more than you may realize. If a station or network was built around personalities like Jay Glazer, Joe Rogan, Mike Goldberg, Teddy Atlas, Chuck Liddell, Stone Cold Steve Austin, Chris Jericho, and Jim Ross, it would have appeal.

Audiences are already seeking out the content. If radio made it easier to hear and find, some cities might just surprise you with their level of interest in the programming.

Bye Bye Sports Updates, Hello NFL Reports: The NFL is now a twelve month, three hundred sixty five days per year sport. It’s the number one subject that audiences crave, and it stretches beyond local borders. Ratings, and rights fees are at record highs, and it’s not slowing down anytime soon. It’s why sports radio loves the fall, and dreads other parts of the calendar year.

In 2016, sports fans seek out information by reading multiple websites, and following specific brands and people on social media. If you think you’re giving them something they don’t know in a sports update by pointing out when your local team’s game airs later that evening or what happened the night before, you’re simply insulting their intelligence. That’s the classic case of doing updates the way they’ve always been done.

I should point out that I don’t believe sports stations need to air three updates per hour. I’m not sure they’re even needed. I love the addition of an extra voice, and I see value in using audio to redirect the audience back to your website to listen to a podcast, or piece of content from another show, but game previews, recaps, and scoring updates are a waste of air time.

However, what is undisputable, is that sports radio listeners love football. Having three to four minutes per hour to use on your airwaves for updates can be worthwhile if the content is branded, and presented around the NFL. If a station were to switch their SportsCenter, Sport Flash or Sports Update, to NFL reports, I believe the interest level would increase.

First of all, the audience is aware of local sports issues, and the bigger national stories. They aren’t always aware of what’s being discussed in other cities in print and on sports radio. If you can gather good football related audio or written stories from other areas, and present something different than what the on-air host is providing, they’ll gain value from your reports.

One thing we know about football fans, they want to be informed, or given insight that will help them with their fantasy team or upcoming bets. If you’re going to remove two to three minutes per hour from your top talent to air a sports update, it better be news that your audience can use. Football content gives you that.

Facebook Live Programming Opportunities: Sports fans are voyeurs. They love video. They’ll even watch it online without the sound. They tune in for simulcasts of a local radio show on television. They eavesdrop on personalities who broadcast on Periscope. Now with Facebook Live available, it’s become an even bigger sensation.

So how do you take advantage of it?

If you’re programming a sports radio station, have you considered conducting video chats with your audience to discuss things taking place on your airwaves? If you’re a host, are you utilizing it before or after your show? How much more invested would your audience be in the current day’s show, if an hour before you hit the airwaves, they had an opportunity to share feedback with you on something you were considering doing that day but weren’t sure about? What if your show meeting was captured on it?

Maybe your brand has a deal with a local player to call-in weekly during the season, and as part of your next agreement, it includes one in-studio visit to one of your shows, and a separate 15-minute video chat with your audience. Players and agents are usually receptive, especially when they’re being compensated and given a platform to extend their brand. You might even offer to do the chat on their turf or an area of their choosing that would make the experience unique for the audience.

The world lives on Facebook. It’s your responsibility to figure out how to utilize it to your advantage. Between the airwaves, your website, email distribution, text message pushes, and social media, the opportunity to draw people to your Facebook Live video offerings is easy.

Remember this, every single thing you do in life now is a potential video moment. Every relationship you create and develop, possesses video potential. The more you dive in, and present yourself, the brand, and those you interact with in a strong light, and the more unique experiences you create in the space, the more attached your audience will become.

Closing:

I could spend another thousand words explaining why an all-female sports programming network on television would have appeal. Why a network built around the greatest games in sports history would generate interest. How sports documentaries could be created for radio and turned into compelling programming. Or why a Spanish sports podcasting platform would draw an audience. But I think I’ve given you enough to chew on at this point.

I’m not going to predict that every one of these ideas will work. If introduced properly, offered in the right locations, and given reasonable goals and time to connect, they could. In the wrong places, with inferior talent, and run by groups expecting instant gratification, they’d fail.

It’s easy to debate what would or wouldn’t work, but the challenge is to continue thinking of different concepts, researching your market, and focusing your product strategy on what matters most to the people in your region. There’s no reason why we should consider ourselves restricted in this format. Music formats have discovered ways to create extensions of their formats, and sports can do the same. Given the results of some brands, there’s no reason why we shouldn’t be testing more ideas.

Those that take the risk, not only will be trendsetters, but they’ll create additional buzz, and give themselves an opportunity to enjoy better ratings and revenue success. They’d also add some spice to a format that’s built on predictability, and either lacks the imagination to create new ideas, or fears the consequences of what might transpire if they installed them.

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Barrett Blogs

Is Sports Journalism Still Worth Paying For?

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

Jason Barrett

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Courtesy: Don Nguyen

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

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

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

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

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

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

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

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

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

Where I sit is somewhere in between.

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

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

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

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

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

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

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

BSM Summit Update:

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

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

Thumbs Up:

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

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

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

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

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

Thumbs Down:

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

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

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

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

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

Jason Barrett

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

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

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

So why leave?

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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Thumbs Up:

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

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

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

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Thumbs Down:

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

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

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

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BSM Summit Update:

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

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

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2-Seconds to Vent:

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

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

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Original Projects:

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

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Recommended Viewing:

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

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

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

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

Jason Barrett

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

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

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

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

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

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

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

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

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