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If ESPN Fails It Hurts The Entire Sports Media Industry

Jason Barrett

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It’s been called a bloodbath. The demise of a once great brand. The end of ESPN, and a few other expletives that I’d rather not repeat in this column.

Last week ESPN put into action what had been expected for the past month, a parting of the ways with many talented and dedicated sports media professionals. The total amount of people let go by the company is estimated to be near 100. As a result, a high number of qualified individuals now find themselves searching for future opportunities despite executing their jobs the way they were asked to.

Much has been written about ESPN during the past week due to the immediate shock of these layoffs. Some of the articles have been extremely insightful. From Dave Zirin’s column to Glen Macnow’s to Forbes’ story and the Wall Street Journal’s, every media outlet has shared a perspective on ESPN’s troubles. I’m just the latest to attend the party. I recognize that I’ve arrived a little late, but I wanted to collect my thoughts and make sure I was ready to mingle before putting on my three piece suit and invading the dance floor.

This is a difficult subject to write about because it’s extremely depressing. When stories like this are generated they add to the perception of ESPN’s sports media empire being on life support. That’s utterly ridiculous when you take into account that the current valuation of ESPN is 50 billion dollars and the Disney stock price is closing in on its all-time high. But when negative headline after negative headline invades the digital universe, brands earn labels that aren’t easy to recover from.

Over the years I’ve had the good fortune of getting to know some of the key people who were affected by last week’s layoffs. In addition to being leaders in their respective fields, they’ve been quality people too.

I understand that this is relevant news that deserves to be examined, but being served a daily reminder that you’ve lost your dream job and are among the unemployed, as others debate publicly whether or not you should’ve been terminated and if you provide any value to potential employers can’t be easy to digest.

We often assume that the news is just news and those who are part of the latest cycle should just “toughen up and deal with it” but when it’s your name and livelihood that have been altered, it’s not always easy to detach yourself and move on. People after all are human beings with very real emotions and these kind of life changing decisions do have lasting impressions.

Upon learning about the cuts while attending the National Association of Broadcasters conference in Las Vegas last week, it seemed that many on social media were rejoicing over familiar names and faces being given their walking papers. Others called for the worldwide leader to expand its list and take a few others.

As I sifted thru the responses, I couldn’t help but be disappointed. I realize that the style of each host, anchor, reporter and analyst is received differently, but rather than rooting for someone to be unemployed, on the street, and permanently barred from the sports media industry, there is another alternative – tune them out.

I love this business as much as anyone but let’s be honest, we aren’t curing cancer. This is simply entertainment. If an individual doesn’t provide you with the experience you’re searching for, it’s OK to change the channel or not click on their story.

The goal of every media professional is to generate reaction to their work. If the audience is moved enough to share a favorable or negative response, then the broadcaster has done their job. It’s when viewers, listeners or readers don’t respond that outlets pay closer attention. It may be tempting to verbally destroy someone on social media who’s content you don’t enjoy, but when you ignore their existence and have no opinion to share of their work, it sends a much louder message.

That’s why I believe it’s silly to play the game of “Why would ESPN fire Ed/Trent/Jayson instead of Stephen/Jemele/Michael?” Unless you’re on the inside and understand the way each person is viewed, paid, and rated, it’s a wasted discussion.

If you’ve read my work over the past two years then you’re aware that I’ve been critical of a few things ESPN has done. I believe that’s an important responsibility for anyone who chooses to write, report, and share opinions on the media industry. No matter how many friendships I hold inside the company or how much I prefer to see people succeed there, when it’s time to tackle sensitive issues my honesty and integrity are not negotiable.

Do I think ESPN has made strategic mistakes in recent years? Yes. Do I consider them as formidable as they once were? No. But if they fail it hurts the entire sports media industry. That alone should be reason enough to hope they solve their problems and create a brighter future.

Since this topic is extremely popular and contains multiple angles worthy of examination, I’ve attempted to break it up into ten different sections. Here are what I consider to be the key takeaways from last week and the questions that ESPN must answer going forward.

Is The Era of Invincibility Over?: In the span of seven days, two of the biggest media giants on the planet were significantly damaged. FOX News dropped its biggest television star (Bill O’Reilly) and ESPN halted the careers of nearly 100 sports media professionals.

It was once considered an impossible task to challenge these two brands, yet both are now showing vulnerabilities. While changes occurred for different reasons, the bottom line is that each company is weaker today than they were last week. Whether or not that continues and their competitors take advantage of it in the future remains to be seen, but these moves remind us that even the best can be rattled when they make a series of errors.

It’d be interesting to run a poll and ask industry folks who gave Jamie Horowitz and FOX Sports 1 zero chance of challenging ESPN if they still feel the same way now. Something tells me many would reconsider their position.

Although ESPN continues to offer more original sports programming and play by play than any other network, and employs the largest group of sports broadcasters in the industry, their public profile has been significantly damaged. It’s not a question if ESPN remains the top rated performer among sports networks. It’s whether or not they can retain/grow subscribers and advertising revenues and lower expenses.

If the company’s current trend continues, and another sports network or new competitor such as Amazon, Netflix, Facebook, Apple or Google enters the mix and snags a play by play agreement in the future, the stranglehold ESPN has held on the rest of the industry could be escaped. That would make things instantly different.

Personalities Matter Most: It was hard to ignore the messages ESPN sent with their personnel decisions last week. The value of writing, reporting, analysis and anchoring pales in comparison to high profile personalities who generate buzz by delivering ear shattering opinions.

To be fair, ESPN still employs many exceptional reporters, anchors, analysts and writers. If the report holds true of Adrian Wojnarowski leaving Yahoo Sports to join the company, that’d be recognized by many as a homerun hire.

But Woj’s situation aside, the majority of people impacted last week were known best for their information and analysis and less for their personalities. Guys like Jayson Stark, Marc Stein, Andy Katz and Ed Werder have been trusted reporters for nearly two decades and their departures instantly weaken the network’s credibility.

For decades ESPN built its reputation off of providing highlights, analysis, and information. When the majority of individuals departing the nation’s top sports network are involved in those areas, and sacrificed before others with a stronger flair for the dramatic, it indicates that the times have changed, and Bristol executives have placed higher premiums on other roles.

Hockey Isn’t Important: The commitment to hockey coverage was already minimal on ESPN, but with the exits of Scott Burnside, Joe McDonald and Pierre LeBrun it’s decreased even more. With John Buccigross’ future also up in the air, it’s hard to wrap your arms around the network’s vision for presenting the coolest game on ice.

At this point, Barry Melrose and Steve Levy are two of a very select few with a passion for the NHL at ESPN. Hockey may not provide the interest that other major sports do, but you’d expect a full fledged sports network to cover the game with more than 2-3 quality people.

It’s possible that ESPN has other people in mind internally who they want to groom and feature more prominently, or maybe they’ll strike a deal with TSN, the NHL Network or NBC to share content as they recently did with the MLB Network. As of now though they are significantly weaker, which isn’t saying much, given their previous standing.

Baseball Coverage Decreases: ESPN has produced some of the finest baseball content on television during its existence, but despite its history of creating stellar original programming around America’s favorite pastime, something clearly went astray. In one fell swoop, the network released analysts Dallas Braden, Doug Glanville, and Raul Ibanez, and other notable contributors Jim Bowden, Jayson Stark, Dave O’Brien and Jim Caple. A few beat reporters were also laid off.

Adding to the overhaul was the network’s decision to partner with the MLB Network to air its daily baseball program Intentional Talk on ESPN. It’s not everyday that the worldwide leader in sports plays the role of an affiliate, but in this instance they did. By securing that agreement it gave ESPN the flexibility it needed to send its longtime baseball program Baseball Tonight to a slow death. BBTN now airs each Sunday prior to the Sunday night game of the week.

MLB Network has certainly developed high quality baseball content since its inception. To think though that they’d contribute to the demise of one of ESPN’s most recognized programs is surprising. This leaves many now wondering, is ESPN a content creator of baseball programming or the MLB Network’s lead distributor?

The Future of ESPN Radio: The once dominant sports radio network is going thru an identity crisis. Is ESPN Radio committed to being a major market player? Is its main function to provide support to small market operators with lesser budgets? Or is the long-term strategy to worry less about terrestrial radio partnerships and focus more on creating television content and on-air programming for the company’s owned and operated radio brands and digital platforms?

As the network attempts to regain its footing, one key challenge it must conquer is offering consistency on its airwaves. Change often breaks up a listener’s routine and in the past two years the company has fed a steady diet of it to its audience and affiliates. That makes it harder to connect to the personalities and shows plus it gives local operators (especially in markets outside of the top 25) anxiety because much of their success stems from the network’s ability to deliver a strong consistent lineup.

Along those lines, the network has almost completely overhauled its entire lineup during the past 2 years. For starters, Colin Cowherd left the 10a-1p slot and was replaced by Dan Le Batard. With Le Batard moving up in the schedule, his afternoon drive slot was turned over to Bomani Jones who had previously hosted evenings. As Jones vacated the evening hours, Jalen Rose and David Jacoby, and Sarah Spain and Israel Gutierrez became fixtures at night. Spain and Izzy were added to the schedule when Jorge Sedano moved to Los Angeles and Jen Lada was switched to a different role. The one consistent contributor to the network’s evening programming has been Freddie Coleman, although even he was switched from hosting solo to joining forces with Ian Fitzsimmons.

But wait there’s more.

Scott Van Pelt left the 1p-4p slot with Ryen Russillo to host the late night SportsCenter. He was replaced by Danny Kanell who was let go during last week’s cuts. Russillo is now hosting solo until the company either adds a new co-host, places the show’s future in his hands or goes a different direction altogether and moves him elsewhere. Noise was made in recent months of Stephen A. Smith being added nationally in the 1p-4p slot (he’s already hosting during those hours on ESPN NY and ESPN LA), and although that possibility can’t be discounted, birds have stopped chirping about it recently.

All of these changes don’t even include the network’s most publicized move. ESPN is expected to break up Mike and Mike and the early word is that Trey Wingo and Mike Golic Jr. will join Golic Sr. for a revamped morning show. If Golic Jr. does in fact move into mornings with his father and Trey, that would explain the network’s decision last week to part ways with Robin Lundberg who recently teamed up with Jr. during the early morning hours.

The lack of consistency has caused concern among numerous affiliates. Those who have adopted the ESPN moniker aren’t likely to change affiliates because establishing a new brand name could prove costly. Others will explore adding local programs to make up for a lack of confidence in the network’s offerings. Some may even drop the network for other options.

It’s understood that the radio business isn’t driving ESPN to profitability. A sharp decision was made recently to add Justin Craig to the programming team, but the network is going to have to work extra hard over the next 12-24 months to convince stations that they’re headed in the right direction and can be trusted to provide consistently great programming.

Wrong Space Wrong Time: It’s peculiar that during a time when ESPN is panicking about its future and trying to reinvent its business model, it continues to invest in platforms that are less valued by their audience. Taking risks and introducing new personalities and forms of programming is appreciated but you also have to take calculated risks. Simply put, you leap during times of strength, not weakness.

As I looked at the list of names who were affected last week I couldn’t help but wonder if some of the departures could’ve been prevented had the company not dumped resources into platforms with less of a connection to their core audience. The work done on fivethirtyeight, The Undefeated, ESPNU, and the Longhorn Network may be solid, but they’re luxuries that the network can afford to live without.

I have applauded the network for taking a chance with The Undefeated. I feel they employ some talented writers and deliver quality content. The other brands I mentioned I have less of a personal connection to. But even if I felt they were exceptional, if my golden goose was in jeopardy of being harmed, I’d focus first and foremost on making sure it was protected before sinking resources into other areas that are less necessary.

It’s convenient to blame all of ESPN’s problems on cord cutting and bad play by play deals. Each have presented real challenges for the company and undoubtedly influenced the latest series of cutbacks. However, we can’t ignore and discount how the network has invested dollars in other niche spaces. Were these platforms more important than retaining key contributors to the network’s most important properties? I’m not sure they were.

Too Political: Sports is supposed to provide an escape from the pressures and negativity of real life. But as we’ve discovered over the past decade, mixing the two has become a reoccurring theme.

Are there times when it’s justified? Absolutely. But when personalities begin to share personal thoughts on issues that can sever a relationship with a loyal audience, that’s where things get complicated. Many would love for ESPN to return to what it was in the 1990’s, but 2017 isn’t 1997, and ESPN isn’t going in that direction whether we want them to or not. In fact, they plan to be even more open about their personal beliefs.

Therein lies one of the network’s biggest dilemmas. How do you balance being open and honest with the audience without causing them to disconnect from your product? If you fail to acknowledge a social interest story that has everyone talking, it can lead to less eyeballs on your content. But if you do engage in discussion, that too can lead to immediate tune out.

Linda Cohn appeared last week on WABC in New York with Bernard McGuirk and Sid Rosenberg, and added that she felt the company was paying the price for being out front with its political positions. Although her opinions don’t reflect how everyone in the company feels, one thing she said in particular stood out.

“Old school viewers were put in a corner and not appreciated with all of these changes,” said Cohn. “They (ESPN) forgot their core. You should never forget your core, and be grateful for your core group.”

ESPN has to decide who it wants to be. Is it a full service sports media company that values its role as the world’s biggest distractor from everyday troubles. Or is it looking to assert social influence and stretch beyond the boundaries of sports?

Here’s the issue with the latter. Sports and politics don’t blend well. This country once enjoyed a deep connection to ESPN even as real events such as 9/11, the war in Iraq and Afghanistan, and a highly publicized white house sex scandal took place. Sports remained the focus, and a necessary distraction from the events of the world that left many of us shaken.

Whether the company loses 5%, 10% or 50% of its audience due to sharing political opinions and exploring divisive content, the question is, why is that worth it? It’s one thing to have the President fill out an NCAA tournament bracket, and another to turn on the ESPY’s and see Caitlynn Jenner receiving the Arthur Ashe Courage Award.

There are certain situations that feel right, and others that don’t. ESPN can help itself by using better judgment, regardless of how large or small the percentage is of fans who are turned off by the company’s current positioning.

Play By Play Deals: Between the cuts in 2015 and this latest series of moves, sports leagues have been put on notice by the worldwide leader in sports. Paying astronomical rights fees for TV programming as media consumption shifts to digital platforms and large amounts of staff are lost, doesn’t appear to be a winning formula. ESPN may be bound by its existing deals, but they’ll be seeking economic relief when it’s time to discuss future arrangements.

It’s always possible that when push comes to shove ESPN caves in and continues to pay exorbitant fees to retain the NFL, NBA and MLB, but to commit over 5 billion dollars per year on play-by-play in the next go around seems like a frightening idea at best.

One thing to take into account is that although the network may not reap the financial benefits the way it once did, it still remains profitable. No matter how much the expenses hurt, ESPN understands that live sports programming is their most important asset.

When their current deals expire they’ll arrive at the negotiating table with the blood of 400-500 eliminated positions on their hands, but whether or not that’s enough to justify a reduction in rights fees remains to be seen. You can bet that FS1, Turner Sports, CBS, FOX and NBC will want in on the action too, but they’ve had a front row seat to ESPN’s challenges and are aware that one poor business decision can cripple their business.

What we don’t know is how valuable these sports networks will consider the television rights as compared to streaming. The digital space is also likely to attract competition from other non-traditional media groups.

While it’s a given that each media outlet will cry poverty and languish over the rising cost of rights fees, it’s hard to believe that when faced with the possibility of losing its most valuable programming ESPN won’t do what professional owners do and find a few extra nickels and dimes at the last minute. The only question is how many will they pony up to retain their rights?

John Skipper’s Legacy: ESPN’s President and co-Chairman has held those titles since January 2012, and been a part of every key decision involving the network’s play by play rights, company layoffs, and the subtractions of some key on-air talent. He’s bright, engaging, forward thinking, and projects a great confidence for the brand’s future.

During his time at the top there have been noticeable changes. The company has demonstrated a strong commitment to diversity, SportsCenter has been redesigned, anchors have been encouraged to share their personal connections to their favorite teams, political influence has infiltrated numerous on-air and online conversations and events (some good, some bad), and the network has included WWE programming in its content strategy. We’ve also seen ESPN become more aggressive when criticisms have been directed at the network’s people and programming.

Some say Skipper was dealt a bad deck of cards. Others say he’s made the most out of impossible situations. The rest remain split on whether his tenure as ESPN’s top executive has been a success or failure. Although the network has received more negative press in recent years than at any point in its history, it’s also remained the undisputed leader in sports media. Profits may be down compared to previous years, but ESPN continues to register in the black which many say is a testament to Skipper’s leadership during tumultuous times.

Providing a letter grade for his performance may not be possible at this time, but the next year will tell us a lot about where the company is heading. If ESPN emerges from the fire with no sign of trauma, the short-term discomfort will be seen as a necessary part of the maturation process towards making ESPN whole again. If though the company experiences life threatening injuries, it could signal the beginning of the network’s fall. Whichever way it turns out, Skipper will earn the credit or blame for it.

Can ESPN Be Fixed? The answer of course is yes, but it’s much bigger than just adding top talent, familiar faces and programming which suits our desires. If tomorrow the company followed up the addition of Woj with an announcement that deals had been struck with Dan Patrick, Peter King, and Rich Eisen we’d say they were making great decisions to improve their quality. But that doesn’t solve their economic challenges or the reality of a world spending less time with programs and splintering their interests across multiple platforms.

As Colin Cowherd mentioned during a radio interview last week with “The Bull and Fox” on 92.3 The Fan, the downward spiral for ESPN began when the company committed massive dollars to rights deals, and the consumption of media content started to shift from television to digital devices. To ESPN’s credit, they’ve built their infrastructure to be attractive across all platforms, but when the majority of income comes from subscriber fees and advertising revenues, it becomes harder to provide the same profitability.

The setbacks that have stunted ESPN’s growth remind me of what the newspaper business encountered over a decade ago. Many in the print industry understood the importance of shifting their content into the online space, but when those daily and weekly subscriptions declined, along with newspaper advertising dollars, an economic blow was impossible to avoid.

Work begins immediately to do more work with less bodies, increase advertising dollars, secure new digital revenue streams, and of course, reduce the costs of future play by play deals. It won’t be easy, but ESPN remains in the driver’s seat because it’s still a massive brand with worldwide appeal and it produces big results.

Don’t think for a second that the major sports leagues don’t understand the value they receive in return for having their programming air on ESPN’s channels too. If they need to be reminded, Skipper and his team can put them in touch with NHL commissioner Gary Bettman.

We have no way of knowing what the world will look like in 1 year, 2 years, 5 years or 10 years, but for the sake of all of us working in the sports media industry, let’s hope ESPN makes the right choices. One major misstep could lead to a lot more harm than 100 layoffs, and those are bad enough already.

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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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