Barrett Blogs
How Do We Solve Sports Radio’s Diversity Problem?
Having an in-depth conversation about diversity in sports talk radio is difficult. It’s a subject that makes many people uncomfortable and defensive, but it’s one that warrants further inspection.
To recognize the industry needs to do better is the first step. Working to improve it is the next. But progress only happens if the industry’s top decision makers believe it’s a critical issue.
Too often in our business, difficult subjects get addressed publicly, but once the questions stop being asked, it’s back to business as usual. The great Bill Parcells used to say “you are what your record says you are“. Well, if results are how we’re going to judge success and failure on the subject of racial diversity in sports talk radio, then thin-skinned members of the radio industry may want to stop reading, because they’re not going to like the evidence.
Before I continue, let me be candid for a second. I began writing this piece in January and almost decided not to publish it. It isn’t the subject matter I’m afraid to explore. I’ve already gone down this road before.
The reason why I considered keeping this column inside the vault is because our ability as a society to discuss race in a productive manner, especially as it pertains to sports media, has gone backwards in recent years. These days there’s an immediate outcry of racial prejudice whenever someone shares a different opinion or point of view about a particular story involving a high profile white or black personality. Social media for all of its positives, serves as a cesspool of negativity anytime a conversation arises that involves any inference of race.
First, nobody in the sports radio industry has gone on the record to explore this issue the way that I have. I do believe progress needs to be made, and what the business has presented collectively isn’t good enough. Let me make that crystal clear.
But despite pointing out the radio industry’s lack of diverse voices in weekday positions, and regardless of my track record of running brands and working with and hiring numerous minority voices, I’ve also been called out by people who read my website and have no knowledge of my background for ignoring black personalities in other columns I’ve written.
When I wrote the piece “Another 10 Talents You May Not Know But Should” I had a high profile TV personality respond by email adding “No blacks huh? Interesting”. It didn’t matter that the intent of the piece was to highlight people doing quality work in sports radio who didn’t earn a lot of fanfare, or that the people I selected to be featured deserved to be recognized. The simple fact of the matter was that none were black, therefore it was implied that I was ignoring minority voices.
Then in early February, I posted the annual Top 20 of the sports radio format. Over the span of 6 days I showcased who industry executives voted as the format’s top morning, midday, afternoon and national shows. Some of these categories included minority personalities. However, they were once again under represented.
That led to Howard Bryant suggesting that the morning drive airwaves were being controlled by white voices and influenced by white decision makers.
At first I was bothered by the tweet because it led to receiving a few hate emails for sports radio being dominated by white males, as if I created the problem. But after having an opportunity to process things I understood exactly where Howard and some of his supporters were coming from.
As a soon to be forty three year old white male, I don’t enjoy when I hear people criticize those who hold jobs in the industry and assume they have them because they’re white. That in my opinion is irresponsible. It ignores the fact that the employed white individual likely had some degree of talent that appealed to a hiring executive. If they’ve been hired to do a job, and have continued to do it well for an extended period of time, that should be enough validation for the hiring manager.
But it’d also be foolish of me to assume that there’s nothing wrong with a picture that shows every major and mid market local morning show being led by white personalities. This is what African American’s see when they look at a list which includes only two minority hosts, Rob Long in Baltimore and Damon Benning in Omaha.
The story was similar in middays where only 6 minority hosts were part of the nation’s top 40 shows, and in afternoons where 10 minority voices contributed to the top 40 shows in the country. It was more of the same on the national scene, where Stephen A. Smith, Bomani Jones and Tiki Barber were the only African American personalities to be included on the list of the nation’s top 21 programs.
I understand that if you’re a Caucasian male you may not want to hear this. You might even be offended that I’ve raised the issue, but I guarantee that you’d have a very different opinion if you looked at the nation’s top 140 shows and saw only 21 of 271 positions occupied by white personalities.
In order to avoid any confusion, I want to be clear that this article focuses on males and the ethnic composition that exists inside many of the nation’s leading sports radio brands. I will address the challenges facing women in the sports radio industry in a separate column. Although I could combine the two, I have found through previous experiences that messages get lost when you try to tackle too much in the same space, especially sensitive subjects such as this one.
Before I share my findings from this year, I do want to address a few things. The intent of this piece isn’t to suggest to folks on the outside looking in that all executives are against hiring minority voices. That would indicate that every single executive in a hiring position isn’t open minded to changing the look and sound of their brand. I don’t subscribe to that theory at all.
This column also isn’t intended to suggest that influence should be used to force minority individuals into high profile positions. I saw a column a few weeks ago on The Undefeated which took exception with Magic Johnson for not using his influence to make sure a minority candidate received consideration for the Lakers vacant GM position. It was insinuated that by not doing so, he failed to handle his responsibility as an African American executive. Not only do I disagree with that assessment, I feel it creates a further divide rather than progress.
Never mind that Jeanie Buss went to war with her family by firing her brother and GM Mitch Kupchak, but she also gave the keys to the Lakers kingdom to a minority (Magic Johnson) and gave him the freedom to hire the team’s next General Manager. Johnson chose Rob Pelinka (former NBA agent) who had an excellent reputation and relationship with many black players in the league, and great familiarity with the way the Lakers run their business.
Pelinka also had the blessing of another powerful minority (Kobe Bryant), who happened to be the best Lakers player of the past twenty years, and we’ve seen proof of agents (Bob Meyers) making the transition into NBA front offices and helping franchises have success. Magic did not nor should he have had to hire or pursue a minority candidate just to please members of his race. That’s the type of process I would like to see our industry avoid.
But that particular example is not what we’re here to discuss. I brought it to light because I want it to be clear that positions shouldn’t be filled based on a responsibility to pleasing one’s race, but rather in the best interests of the brand, company, and audience which each market serves.
In doing my research for this year’s piece, I focused once again on the weekday lineups of the nation’s Top 20 market sports radio stations and networks. Depending on how you look at it, we’re no better or worse than we were 12 months ago. Usually staying consistent is viewed as a positive, but in this instance, where progress is necessary, I don’t believe that does the trick.
Does this mean that companies and their executives aren’t aware of the problem? Not at all. As a matter of fact, if you flashback to ten years ago, many would say that the industry has made a better effort in adding diverse talent to its airwaves. But to expect sweeping changes or a 50/50 blend inside most brands is unrealistic, especially if a sports radio station is currently achieving success.
It’s also puzzling that minority’s rarely occupy management positions. There’s only one African American sports radio program director (Terry Foxx at 92.9 The Game in Atlanta) in a Top 20 market, and market managers, corporate executives and owners are also rarely non-white professionals. Are we really suggesting as an industry that there are no minorities capable of leading our operations? What type of message are we sending to minorities in our industry who have dreams about one day overseeing a company or sports radio station?
The real questions we must address are related to the processes being implemented inside of each station and company.
How are companies holding their executives accountable to make sure that minority candidates are given a fair look during the interview process? What checks and balances are being implemented to make sure stations place a greater importance on reflecting their communities on the air? How much involvement does a brand manager have in making sure the product is more attractive to non-white audiences?
Other questions that deserve to be asked include, is the radio station sending its leaders to speak at schools, job fairs or creating programs to invite individuals from different backgrounds to learn about their business? Are station executives analyzing their audience composition and working to make sure their brands have the right mix of personalities to reach and connect with their local demographics? Are executives looking for minority talent in different places besides colleges and other media companies? How are HR departments assisting executives to improve upon their shortcomings?
Many people love to point fingers, and express their frustrations with these type of sensitive issues, but when pressed for solutions and ideas they fire blanks. That does us no good in this conversation. Instead, we need accountability, action, and a long term strategy to make our business more attractive to people from different backgrounds.
And let’s be sure this next point is understood. As much as African Americans are underrepresented on sports radio stations, the percentage of on-air jobs that they hold is comparable to their overall population numbers inside Top 20 markets. They hold 12% of the prime sports radio positions, while representing 15% of the population from Top 20 cities.
If there’s a group with an even bigger reason to feel slighted, it’s Hispanics. They hold only 9 of 399 prestigious on-air jobs inside the Top 20 markets and national networks, which is slightly above 2%. Yet they make up 22% of the population from our larger cities, and 17% of the entire population in the United States, and that number is expected to rise in the future.
Similar to an office, locker room, federal government agency or restaurant, I believe that the more people you include from different walks of life, the more interesting your operation becomes. Certain conversations that some individuals can’t tackle on the air suddenly become possible due to the different personalities involved. The sound of a station changes too and becomes more distinct, and the more variety you can offer your local audience, the more likely they are to consume your future content. That in turn helps you expand your fan base.
But as we’re discussing this issue, and how to include more people from minority backgrounds in the process, we also have to recognize and acknowledge a few other important facts.
You can slice and dice it however you wish, but the reality is that the majority of sports radio listening comes from white male audiences aged 25-54. That demographic shouldn’t be tossed aside just because the other side is underrepresented. They are people too, and they equally love the content, and spend money supporting the radio station’s advertisers.
Let’s also not be naive to the bigger picture. Sports radio is a business. If the station and company are turning a profit, and the hosts who they employ are charged with producing ratings and they’re getting the job done, then why on earth would they alter their approach?
Most brands are measured by their ability to generate income and audience. Whether success comes from an Asian host, Hispanic host, black host, female host or a middle aged white male, isn’t as important to a company as an ability to fulfill and surpass company expectations.
I understand this issue is sensitive and personal to many. It’s impossible for some of us to see the world through each other’s eyes and skin. Speaking strictly for myself, I don’t believe that one’s ethnicity or skin color should determine whether they warrant an opportunity or not. If the white individual possesses more talent than the minority candidate, and is more equipped to produce results, then that’s who deserves the job. A major league baseball team doesn’t shape its roster based on fulfilling quotas to satisfy different races. A player either has an ability to pitch or hit and help the team win, or they’re not on the roster.
However, I also don’t think the radio business and major league baseball are an apples to apples comparison.
In sports radio, the words, actions, images and voices of our personalities determine how a brand is received by local listeners. If a station doesn’t offer a minority voice on its airwaves in a key weekday time slot, then it creates the impression to minority audiences that it’s going to take an act of god for someone from their background to gain a bigger opportunity on that brand’s airwaves.
Where it becomes even more challenging is when you consider how many positions exist on each station’s airwaves, how successful the brand is, and what level of interest is displayed from qualified candidates from minority backgrounds. Unlike pro sports where 25 men occupy a major league baseball team’s roster, and 53 suit up for an NFL team, and the entire country plays them at a young age and dreams of one day doing so professionally, some sports stations may only feature 2-5 people in their starting lineups. That’s even less than what an NBA team puts on the floor each night.
The other part of the conversation that remains a real issue is the lower level of interest from qualified minority candidates. I mentioned my personal familiarity with this issue when I explored it fifteen months ago, and after speaking to numerous executives for this year’s column, it appears that not much has changed.
Maybe the guy who works at Staples in the stockroom will turn out to be the next Stephen A. Smith, but when a programmer receives an application, and it includes no experience in the radio industry, no audio to judge someone’s ability, no mention of any type of work that would be related to the field for which they’re applying, and no references to anyone inside your operation who might know something unique and interesting about the candidate, chances are that application is going into the filing cabinet.
We can blame corporations and take issue with those who are in high ranking positions at radio stations across the country, but we also need to recognize that there’s a big issue with minority candidates not pursuing this industry as aggressively as whites. If the applicants pursuing work aren’t from a minority background, and those who do apply lack the skill level necessary to land an opportunity, what’s the hiring manager supposed to do?
These days you don’t necessarily have to be a radio veteran with stops in multiple cities, but you do have to provide something that gives a program director a reason to want to contact you. I may want to be the next President of the United States of America, but if I lack political experience, allies, a shortage of campaign funding, and possess little knowledge on the complex issues facing our nation, that opportunity isn’t going to be part of my future plans.
On second thought, maybe that makes me qualified after all.
But I digress.
Another issue that deserves to be raised is how smaller markets (where many people get their opportunities to learn and develop their skills) also have a shortage of minority on-air personalities. Is that because minorities are being ignored in smaller towns? Or is it due to a lack of pursuing entry level jobs in smaller regions and rejecting the idea of relocating and working for minimal pay?
Most small stations rely on young people who are willing to work for minimum wage salaries, and the trade off for low compensation is experience. Smaller markets should be even more open to giving people of color and different backgrounds a chance to learn the business, but it’s also incumbent upon minorities to explore these situations, and be willing to pay their dues because starting at the top in major markets isn’t a viable option.
I also don’t see a ton of minorities creating original content via podcasts, YouTube, Periscope or Facebook Live. These are all areas where an individual can practice their craft, build relationships with radio station executives, and develop an audience. And it costs next to nothing.
This issue is complex and it won’t be fixed immediately, but what’s critical is that the radio industry is making a collective effort to improve upon its shortcomings. Few can argue that the format is thin of minority voices. Nor can they suggest that enough training, outreach and internal accountability has been implemented to assure that brands take steps in the right direction to improve their diversity challenges.
Which means that each company has to decide if this is an issue they care deeply about, or if they’re content with their current standing. It also tells me that the current crop of minority talent on our sports radio stations can be part of the solution by getting further involved and encouraging people from different backgrounds to explore this industry.
The media business, and for that matter, the entire world, is a changed place. Image, sound, variety, and perception all impact a station’s ability to maintain and expand its business. What may have worked for the past thirty years isn’t necessarily going to work for the next thirty, which is why this is a subject that must be addressed.
Most radio industry leaders are good open-minded people with the right intentions, but the collective results we’ve delivered on this issue leave little to be desired. We can sweep it under the carpet, issue quotes to the radio trades, speak at conferences, and send out internal emails telling our employees how much we value being a diverse operation, but at some point, that noise must turn to concrete action, especially in desirable positions.
Keep in mind, I’ve only drawn to light the lack of minority voices in key weekday hosting positions. What do you think we’d find if we also shined the spotlight on update anchors, reporters and producers? Heck, is there one sports radio station in the nation that uses a minority as its main voice to position its brand? If so, I’d love to know. I study this format intently and I haven’t heard of any station doing that.
The late Michael Jackson said it best in his song “Man In The Mirror“. If you’re unfamiliar with the lyrics, they read like this:
I’m Starting With The Man In The Mirror
I’m Asking Him To Change His Ways
And No Message Could Have Been Any Clearer
If You Wanna Make The World A Better Place
Take A Look At Yourself, And Then Make A Change
Jackson may not have written that song with the thought of sports radio’s lack of diversity on the top of his mind, but the message rings all too clear.
Change starts in each city, building, company, and executive’s mind. If you care about growing your radio station and relating better to the community in which you operate, be willing to consider others who you may not have previously. Explore different avenues to identify talent. Get a firm understanding of where your brand’s strengths are, and what opportunities exist to make larger inroads in the marketplace. Don’t wait until your market’s demographics change. By then it’ll be way too late to make adjustments.
The collective improvement of diversity in sports radio won’t be resolved inside of a conference room by a group of executives joining forces to introduce wholesale changes across multiple regions and companies. But if better systems are installed, and one individual in one city takes action to make his or her operation more diverse, that becomes the first step towards making an entire industry look, sound, and feel better than it did yesterday. And that my friends is where progress begins.
Jason Barrett is the owner and operator of Barrett Sports Media. Prior to launching BSM he served as a sports radio programmer, launching brands such as 95.7 The Game in San Francisco and 101 ESPN in St. Louis. He has also produced national shows for ESPN Radio including GameNight and the Dan Patrick Show. You can find him on Twitter @SportsRadioPD or reach him by email at [email protected].
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.”
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.
Jason Barrett is the owner and operator of Barrett Sports Media. Prior to launching BSM he served as a sports radio programmer, launching brands such as 95.7 The Game in San Francisco and 101 ESPN in St. Louis. He has also produced national shows for ESPN Radio including GameNight and the Dan Patrick Show. You can find him on Twitter @SportsRadioPD or reach him by email at [email protected].
Barrett Blogs
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.”
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!
Jason Barrett is the owner and operator of Barrett Sports Media. Prior to launching BSM he served as a sports radio programmer, launching brands such as 95.7 The Game in San Francisco and 101 ESPN in St. Louis. He has also produced national shows for ESPN Radio including GameNight and the Dan Patrick Show. You can find him on Twitter @SportsRadioPD or reach him by email at [email protected].
Barrett Blogs
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 is the owner and operator of Barrett Sports Media. Prior to launching BSM he served as a sports radio programmer, launching brands such as 95.7 The Game in San Francisco and 101 ESPN in St. Louis. He has also produced national shows for ESPN Radio including GameNight and the Dan Patrick Show. You can find him on Twitter @SportsRadioPD or reach him by email at [email protected].
