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Seller Profile: Janet Rogers – 95.7 The Game

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For this sales profile we head way out west to 95.7 The Game in San Francisco, which has been in the sports format since 2011. Janet Rogers has sold a lot of radio in her day, both in English and Spanish, but this was her first foray into the sports format. As you’ll learn, it doesn’t seem to matter which format she is in, the common denominator has been success.

DG: How did you get started in radio?

JR: I met the Public Affairs director for KCBS Radio way back in the day in the early ‘80s. I met her at an event and she said I should apply for a job at KCBS because I’ve always loved radio. I applied for a receptionist job and the interviewer said, “You don’t want a receptionist job, you would never stay in that job!” Fortunately, about six months later, I got a call from the CBS National Rep Office and Rocky Cosgrove who ran the FM National Sales Office. It was a two-person office and Rocky taught me all about radio and radio sales, how to put a program together and how to conceptualize an idea and sell it.

I then got a job inside CBS at a classic rock station and then was recruited to work for KBLX radio where I spent nine years working with Barry Rose and Harvey Stone, two legendary names in the San Francisco market and ended up being Retail Sales Manager. Then, I was recruited to be a Regional Sales Manager working for a group of stations that covered the San Jose area. At one point, I worked for five owners in one year, going through a lot of changes during consolidation. I worked in Spanish radio for a little bit and then came back to general market. It’s been a long and interesting ride, selling a lot of different formats. I feel very fortunate to have started my career in radio when I did and worked in radio when I did and its led to, coincidentally, working with the CBS stations again because of the merger with Entercom.

DG: When you first started, do you remember how long it took you to really feel comfortable?

JR: It probably took me a good six months. I had to get over the sheer terror of picking up the phone and calling to talk to someone, that was not natural for me. I had to understand how to find a good, qualified prospect and that takes some time. I won a new business selling contest at the end of my first year of selling. I did that because I had done a lot of prospecting and was able to close some business that had never been on the station before and some that had never been in radio before. After six months I really started to feel like I had something to really offer the customer.

DG: Do you do things today to continue to make yourself better?

JR: I feel like I really do. One of my former sales managers taught me a long time to ask yourself, “What did you do right and what would you do different next time?” That is something that always stuck with me. I love that, and I still use it to this day. I had to learn how to sell sports when I started here, because I had never sold sports before. There are things that I’m still learning from veteran sellers that have sold sports their entire careers such as the types of targeting you can do and the types of programming and integration you can do. So, asking myself those questions, associating with people that are successful and bring new ideas to the table help make me better. I am a big believer that you can teach old dogs new tricks as long as the old dog wants to learn the tricks!

DG: What makes you good at what you do?

JR: I am a great listener, I ask great questions and I really work at developing relationships. People can buy from anyone and the differentiations can be so small. I truly believe that at some level they are really buying the trust and faith and relationship they have with me. I’ve had some customers for a very long time and I truly get a kick out of having success for the customer, that gives me a great deal of job satisfaction and joy. The ability to look someone in the eye and really feel like we’ve done a good job for them.

DG: Do you think having support from programming is more important when selling sports versus another format?

JR: Absolutely, because of the ability of product integration. It’s so much more robust than music stations. The ideas can just flow. It’s so important to have those relationships, not just so you can get things done, but also to tap in to that creativity of your co-workers and people from other departments. I am super fortunate that I work for a General Sales Manager who is very creative and has great ideas. We have a new program director that has a willingness to partner with sales and understands that it’s all a circle – if sales is happy, programming is happy and if programming is happy, sales is happy. I think its hugely important in sports and when it works it’s such a great tool.

DG: What is the main difference in selling play-by-play versus regular programming?

JR: With play-by-play, you find the fan! Finding that fan and allowing them to peek behind the curtain and the opportunity to bring their business and co brand and partner with one of their favorite teams or players – that is really fun and can be very productive.

DG: What’s the main reason you’ve noticed of why new sellers don’t work out in our industry?

JR: I don’t know if there is any one reason, but a lot of it is not having the understanding of how hard it is to do this, especially the first couple of years. Also, you have to have a strong manager that is willing to roll up their sleeves and get in the trenches and guide you to help with ideas, overcome objections and close business. I have been really lucky that I have had some great managers. Also, it’s having co-workers that are willing to share their experiences and pay it forward the way they were mentored and molded. If you don’t have that supportive work environment and some place to come back to and be able to ask questions and get help, it is really challenging to do this.

DG: What piece of advice would you give to new sellers in sports media?

JR: To understand the passion that drives your listeners, so you can connect with that – the personalities, the partner teams – and to understand and tap in to that passion so you understand why people are listening and then formulate your strategy around that. You really have to understand your product and be an evangelist for the product. Be passionate – that authenticity really comes through to people. They can feel that when you are passionate and believe in it.

DG: Your manager told me that you are great at finding what keeps business owners up at night. How would you advise others to be good at that?

JR: I think it goes back to what I said I was good at – listening. I can really shut up and listen to what is being said and then ask good follow up questions. You can’t stop, you have to keep digging one level deeper as you build that relationship. When I go to a new business meeting, I start very broad and then let the conversation dictate where it goes. Just keep digging and then get the consensus and ask if you heard what they said correctly so they agree that it is a problem and now you come up with the solution.

DG: I was told you are the station’s top biller, so what continues to drive you?

JR: My credibility and my ability to help and to be a team leader, that is my biggest driver. Sometimes that comes with being the top biller, but let’s face it you have to be somewhere near the top to be a leader. The most important thing for me is to feel like I have the respect of my teammates and that they feel like they can learn things from me and I can offer knowledge and experience.

DG: How do you feel about the state of our industry?

JR: On the product side, for those companies that believe in live and local – I say keep going. The word relevant is so meaningful – you have to be relevant in people’s lives and just because the vehicle has been around a long time, doesn’t mean the content is still relevant. The companies that aren’t doing live and local, I think they are doing a disservice to themselves and most importantly to our industry. From the personnel side, I think their needs to be a much stronger effort to involve younger people in this career. We really have to mentor younger people. It used to be okay to throw the yellow pages at people, and if you’ve been in this business a long time you remember that. People could do that and find new business and afford it and grow and make a living, but I don’t believe that is the case anymore. I think people have to be mentored and trained and given an opportunity to have a stable financial base that allows you to not flip out after three months and wonder if you can afford to stay with this job. I think our industry needs to take a really hard look at that and understand what it costs to do business these days.

What They Say:

Janet is the top biller at the station because she finds ways to build meaningful relationships with the ultimate decision makers. She is relentless in finding out exactly what is keeping that business owner up at night. She uses their managers, spouses or any other source she needs, in order to find information that helps her build a solution for their business. Janet’s success is one of ideas and relationships, and does not rely on audience size.Jim Richmond, General Sales Manager, Entercom San Francisco.

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Eavesdropping: Busted Open on SiriusXM

“If Cody would have won at WrestleMania 39 there would have been cheers. But what you got because of Cody’s victory last night was tears.”

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The day after the Super Bowl, it’s always fun to hear sports radio in the two towns which had teams in the game. In that same vein, I tuned into Busted Open on SiriusXM the day after WrestleMania weekend.

Host Dave LaGreca, who plays the role of the fan on the show, was joined live from WWE World by co-hosts Tommy Dreamer, Mark Henry and Bully Ray. The fan exhibit was not open to the public at the start of the show, but fans entered the picture after the first hour.

The first hour of this particular show went about as fast as a radio show can possibly move. As soon as the show started the hosts immediately got into making fun of Bully Ray, who had been a surprise guest-referee in a match during WrestleMania night two, for how he looked in the referee uniform.

“Allow me to be the very first to admit those stripes don’t look the best on me,” the WWE Hall of Famer replied to the jokes.

Mark Henry jumped in to say, “It was kind of just what WrestleMania needed. To have the ECW influence on the show, great representation for the brand and showing respect to Paul Heyman as well.” Heyman had been inducted into the WWE Hall of Fame during the weekend and was celebrated not only for his WWE contributions but as the creator of ECW, which was based in Philadelphia, where he first worked with Bully Ray who was then known as Bubba Ray Dudley.

“I had people backstage in WWE telling me ‘We have never seen you smile that much in life ever,’ said Bully Ray “…I jumped at the opportunity. Too much fun.  Last night was the first WrestleMania that I got to appreciate…the level of stress that came with [when you are performing in the matches] you’re not able to take it all in…it’s really not fun because it’s so stressful.”

Bully Ray said he could feel the pop as he was introduced and really enjoyed getting to “smell the roses for the first time.”

LaGreca could no longer hold it in. He cut off the talk about his co-host participating in WrestleMania and moved on to the heart of the matter. In the main event the night before, Cody Rhodes had ended the run of Roman Reigns as the Undisputed Universal Champion after more than three and a half years. More importantly to the hosts and fans alike, the story of Cody Rhodes building to this moment was one they all agreed was one of the great moments in WrestleMania history.

Of course, WWE loves surprises and on the second night of this year’s WrestleMania, they had plenty in store. The Rock had already come back to be a part of the WrestleMania 40 storyline and then during the Sunday main event, John Cena and The Undertaker came out as surprises.

Bully Ray gave a great description of what he was doing as the main event was happening. He said he was with Damian Priest, who had earlier in the evening won the WWE World Heavyweight Championship, and while they didn’t plan to watch the main event live, when it started, they thought they needed to see it. “We ran through the halls and go out into the arena,” he said. “Guys, when the gong hit for The Undertaker, the both of us turned into 12-year-olds…we were jumping up and down…lost it, loved it.”

Mark Henry said, “We reacted the same way. I cannot imagine what that must’ve felt like in person.” Bully Ray replied, “When you can hear the pop in a stadium, you know the pop is big.”

LaGreca said, “There wasn’t a lot to get excited about with night number one, but night two was just hit, after hit, after hit. And that main event, with all the stories that played out and had a conclusion during that match…You couldn’t have played that out to a better conclusion than what we saw last night.”

The hosts then listened to an audio clip from the previous year, where the day after WrestleMania some fans, including LaGreca, were extremely disappointed that Cody Rhodes did not beat Roman Reigns and “finish his story” then. At the time, Bully Ray had said there was a bigger picture story WWE would build that would show Cody fighting hard times much like his father, ‘The American Dream’ Dusty Rhodes had gone through. Mark Henry agreed.

LaGreca said he was “eating some crow” but then admitted it’s all part of it where the emotion gets so high, and he pointed out that people were actually crying when the main event ended.  “If Cody would have won at WrestleMania 39 there would have been cheers.  But what you got because of Codys victory last night was tears,” LaGreca said. “This is an end of one story, but more importantly the beginning of a new story.”

LaGreca came back from a break and reverted immediately back to what the difference was in Rhodes winning the title in 2024 versus having done it in 2023. “It went from a great moment…to maybe one of the greatest WrestleMania moments of all time last night,” he said.

There was strong insight given out by all of the former wrestlers at different times during the show, and they also pointed to things a casual fan may not have picked up on. One of those happened when you heard ring announcer Samantha Irvin get genuinely emotional in announcing Rhodes as the new champion.

“We’re not used to hearing emotion in a ring announcer’s voice, so Samantha Irvin brought something special and extra to the table in that announcement,” said Bully Ray.

Tommy Dreamer added, “It was the most perfect imperfection ever and it made that moment even more real…it was something that will be remembered through the annals of time.”

As the hosts continued to talk about the emotion of the night, Henry said, “It felt like WE won.” This gave Bully Ray the chance to sum it all up as he said, “The key word that you just said, WE. Cody made you feel like you were a part of his struggle. You were a part of his story.”

Henry went on to say, “I felt like last night, for the first time, that I could almost cry for Cody. I honestly felt emotional seeing him become the face of this new era, the ‘Triple H’ era….Wrestling is a feel business and if you don’t feel it then it’s not worth really putting on television. I felt that [last night] and I know every fan felt that.”

The hosts continued to give insight as they discussed a gift given to Cody Rhodes by WWE executives backstage and a spot where a table broke before it was supposed to and how smoothly the performers pivoted. Having Henry, Dreamer and Bully Ray on the show allows for a lot of this type of discussion where they can give perspective from having been in the ring.

Later LeGreca is asked if he would rank this WrestleMania up there with WrestleMania 17, widely considered the best of all time. LeGreca said if night number two stood on its own he would say it was better, but perhaps not if you consider both nights. The panel as a whole agreed it was definitely up there as one of the best and Henry noted it will be the highest grossing, so that is one way to judge which was the best.

“There were very few holes in that show,” Dreamer said.

While the first hour was rapid fire and had a ton of great reaction to all of the highlights of the night before, the show took a bit of a turn in the second hour. As the crowd became a part of the show it seemed to change the demeanor of the hosts a bit, especially LaGreca who seemed to be playing to the crowd rather than the listening audience. He yelled out “We did it!” talking about Cody Rhodes winning and then led a “Cody! Cody! Cody!” chant that didn’t go over well to those not on site.

Then there was a very strange guest appearance by WWE superstar Liv Morgan which seemed to bring the show to a halt. Later, Kevin Owens was live on the show and his appearance made a lot more sense as he participated in WrestleMania and had thoughts to share about others who performed and the storylines which were created. Owens helped bring the energy of the show back up and you could tell as a listener how passionate he is about wrestling and what took place during WrestleMania 40.

The programmer in me would remind the hosts not to do the show for their hardcore fans only, as they have to assume people are coming in and out of the show. They had incredible content in the first hour with really strong opinions from their experts, but there was never any resetting or going back to what was talked about, which I thought was a bit of a miss.

With that said, if you are a wrestling fan and you didn’t feed off the energy and excitement the hosts had for what they had witnessed the night before, something is wrong with you. Busted Open Radio was an excellent listen as a follow up to what was a memorable WresleMania weekend.

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Andrew Catalon is Prepared to Meet the Moment

“You get excited like a fan would – you inform – but ultimately the game is the show, and you’re just kind of there to supplement what we’re watching.”

Derek Futterman

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Andrew Catalon
Courtesy: John Paul Filo, CBS

The city of Pittsburgh is known for its propensity to build, serving as the point of widespread adoption of steel-making that revolutionized the construction industry for perpetuity. Situated at the conjunction of the Allegheny, Monongahela and Ohio rivers, the locale is fixed at the pathway of innovation and splendor where what may seem impossible can expeditiously render itself into reality. Even though Andrew Catalon did not forecast it beforehand, he found himself at the intersection of fantasy and reality at PPG Paints Arena during a game within the NCAA Division I Men’s Basketball Tournament. The No. 14 Oakland Golden Grizzlies were closing in on an all-time upset of the No. 3 Kentucky Wildcats, and time was waning on the clock.

Catalon has called many upset victories behind the microphone across a variety of sports since starting his work as a play-by-play announcer. Just one year ago, he delivered an enduring call of No. 16 Fairleigh Dickinson defeating No. 1 Purdue in the first round of the tournament. Fans can purchase T-shirts with Catalon’s verbiage of “FDU Believe It?!,” commemorating what is regarded as one of the greatest upsets in the history of the sport and demonstrating the impact of his words. The key to it all is to remain focused on the action taking place on the court in order to deliver an accurate and apropos soundtrack to the moment.

“I’d say the biggest lesson I’ve learned with some of the upsets over the years is not to get ahead of yourself,” Catalon said. “It’s a long game, and there will be time at the end to explain the significance of it, but before that, you’ve got to call the game and stay within that moment.”

Throughout his broadcast career, Catalon has broadcast 300 college basketball games and usually does not think about hypotheticals; however, the FDU-Purdue matchup happened to represent a rare exception in that paradigm. After all, a FDU victory would represent just the second time in tournament history that a No. 16 seed defeated a No. 1 seed in the bracket. The only other time it had happened was in 2018 when No. 16 UMBC beat No. 1 Virginia, and the moment as delivered by play-by-play announcer Jim Nantz continues to stand the test of time.

“I knew it’d be replayed [and] I wanted to be prepared in that moment, but I also think that being spontaneous and just kind of going with the flow also makes for a good final call,” Catalon said. “Last year I did have that ‘FDU Believe It?!’ kind of in the back of my mind as the game went on, but for Oakland this year, it just kind of came out.”

Once Kentucky guard Antonio Reeves clanked a desperation three-point attempt long off the rim, Catalon exclaimed that Oakland had completed “a March memory of a lifetime.” From there, he let the crowd and marching band tell the story accompanied by a dichotomy of jubilation and despair. Part of what makes that possible is the understanding from color commentator Steve Lappas of how to approach the moment, something that has been built through the countless repetitions he and Catalon have had broadcasting games together. In fact, Catalon estimates he can count the number of college basketball games he has announced without Lappas on his hands.

“I know what he wants to say or when he wants to get in, and he knows when I want to get in and what I want to say, and that just makes it so much better,” Catalon said. “So look, there’s nothing better than having a consistent partner, and I credit CBS for that; they have kept us together.”

Reaching these types of moments requires comprehensive preparation, research and informed observation to understand the teams and accurately report and expound on the surrounding storylines. For a typical March Madness game, Catalon watches the previous matchups for the teams he has coming up on his schedule and reviews his boards from years prior.

“I don’t want to be the guy that just parachutes in having never seen a team before, and I think fans can detect that, so my prep is always to get up to speed so that a viewer of a team doesn’t think that, ‘This guy hasn’t watched us play,’ or, ‘This guy doesn’t know what we’re all about.’ That would be a huge disservice to the viewer and to the fan, and that’s always what I try to accomplish in my prep.”

Catalon has sought to prove that he can come through in the clutch during his time working in sports media, bringing a consistent approach to his craft no matter if it is among the strident crowd at a college basketball arena or the subdued greens of Augusta National. Over the course of the week, he has been on-site to call the 88th edition of The Masters golf tournament from Augusta, Ga., a revered tradition that takes place annually with its coveted green jacket and several other lucrative prizes hanging in the balance. With the inherent spirit of congenial competition subdued yet effervescent, storytelling takes center stage with a keen foresight and cognizance of the moment.

“There’s a lot more teamwork involved,” Catalon said. “You think about a broadcast – we have 7-8 announcers as opposed to two or three for a football or basketball game – and that’s another big part of camaraderie and partnership is spending time with that golf crew so that when I pinch hit for Jim Nantz, it’s seamless. I don’t want them to think that, ‘Okay, we’re in a different broadcast because Jim’s not here.’”

Nantz has been hosting coverage of The Masters since 1989 and has become synonymous with the tournament itself, authoring its slogan, “A tradition unlike any other.” Catalon understands the responsibility he incurs when taking the air from Augusta and is living out a longtime career aspiration of calling golf. Leading up to a pivotal shot or tournament-winning putt, he works to effectively contextualize the situation and let it play out in the environment.

“No one can fill Jim’s shoes and I’m not trying to,” Catalon said, “but I want to make sure that that team knows that I’m doing my homework and that they can count on me to deliver in the big moment.”

From the time he was an undergraduate student at Syracuse University, Catalon knew that he had a penchant for sports media and began gaining repetitions at WAER, the student-run radio station. Calling football, basketball and lacrosse games, he developed professional friendships and gained a broader understanding of the industry itself. Being situated in the broadcast booth, he developed ideas of how to approach a game and an ability to translate the feats of athleticism and achievement into succinct, nuanced phraseology.

“There’s no doubt that all the reps that I got in college at WAER have certainly helped me not only get a job, but also for a lot of the stuff that I do now,” Catalon said. “I still make my boards the same exact way I did in college. I handwrite everything with different colored markers and pens, and I just retain the information better.”

Before Catalon was calling sporting events though, he had not settled on play-by-play announcing as his primary career path. Instead, he applied to work at WVNY, a local news television station in Burlington, Vt. and was later hired over the phone as its sports director. As a result, Catalon moved to the city without ever seeing the station and remembers immediately being part of the regular workflow.

“It was a whole new world of learning how to run a department and kind of how to be mature,” Catalon said. “When you’re that young, you learn a lot of lessons, and it was an unbelievable experience. I couldn’t have asked for a better first job out of college.”

Three years later, WVNY announced that it was closing its news department and was consequently laying off several of its employees. Catalon was among the job cuts, a devastating outcome that prepared him to move back home. Yet he received assistance from his colleagues, specifically WVNY news director Peter Speciale, and helped him land a new job as a weekend anchor on WNYT in Albany, N.Y. two months later. While he was in the capital city of New York, the outlet allowed him to seize other industry opportunities to augment his versatility, including freelance play-by-play announcing for SportsNet New York (SNY) and CBS Sports Network.

“They were incredible to allow me to do all these opportunities,” Catalon said. “Very rarely did I have to say ‘No.’ They were very accommodating with my schedule, and I owe them a huge debt of gratitude because they allowed me to do all those things while I was still a full-time employee.”

Carr-Hughes Productions in Saratoga Springs, N.Y. gave Catalon the chance to voice over a curling show in their studios, and he eventually expanded his portfolio to include luge and equestrian. In 2007, NBC was looking for new curling announcers, leading Catalon to be recommended and calling a curling exhibition in Rockefeller Center. The next year, he contributed to Olympics coverage for the first time, calling handball games remotely from the network’s New York studios.

When the games were in Vancouver, B.C. in 2010, Catalon traveled to the city to call curling matches. It was there where he met award-winning sports anchor Fred Roggin, who was hosting coverage of the sport for NBC. During a dinner they had over the three weeks they were working together, Roggin shared an observation he had made about Catalon with him that fundamentally altered the trajectory of his career.

“He’s like, ‘Hey, I know you love doing the local news,’ and that’s what he did; he said, ‘but I really think that you’ve got what it takes to be a play-by-play guy, and I think that you should focus on that,’” Catalon remembered Roggin telling him. “Hearing that from him – who had been in the business for so long and who was doing what I wanted to do – I really valued his opinion, and I would say after that Olympics, I really turned my attention to focus on play-by-play.”

Catalon officially joined CBS Sports full time as a play-by-play announcer in 2013, but he had been steadily assimilated into the role with several opportunities years earlier. The first National Football League game he broadcast came in 2011 in an AFC matchup between the Buffalo Bills and Cincinnati Bengals when he was asked to fill in for Bill Macatee. As has turned out to be happenstance for Catalon, the game ended in the final seconds when Bengals kicker Mike Nugent struck a 43-yard field goal for the win.

“When you’re in a close game and there’s strategy talk and you have those opportunities, you’ve got to step up and nail it,” Catalon said. “I think that I showed them in that game that I could handle a close game, NFL big stage. And after that, more and more opportunities came, but every one I treated like it was my last, and I knew that I had to do a good job to prove it to them that I could do this on a full-time basis.”

As the years went on, Catalon continued to garner more opportunities and worked to further refine his commentary to appeal to a national audience. While there are differences in the profile of a football game and golf tournament, he understands that it is his job to accentuate and describe the moments over the course of action. Through it all, he seeks to be relatable, informative and entertaining to his audience in disseminating an accurate account to pair with the video.

“I try to be the guy that you’d want to have a beer with if you’re at a restaurant watching the game,” Catalon said. “You want to come across where you’re not overbearing. You get excited like a fan would – you inform – but ultimately the game is the show, and you’re just kind of there to supplement what we’re watching.”

Catalon had been working with James Lofton on NFL games for several seasons, but CBS Sports revealed various changes across its announcing teams ahead of the 2023 regular season. As the play-by-play announcer on a new broadcast team featuring two analysts – former running back and WFAN afternoon host Tiki Barber; and former quarterback Matt Ryan – and reporter AJ Ross, Catalon spent time familiarizing himself with his new colleagues and building rapport applicable to the broadcast. Weekly dinners and several rounds of golf was part of this assimilation process and led to an enjoyable season with the broadcast team.

“I think because of that, we bonded as a group a lot faster than maybe I have with other partners in the past just because we had no choice but to kind of get up to speed quickly,” Catalon said. “Matt did a tremendous job in his first year, and Tiki is phenomenal as well and AJ is one of the best out there, so I feel lucky that I was with this group, and it was definitely one of the more fun seasons I’ve had on CBS.”

In calling three different sports throughout the year that require different preparation and travel, Catalon frequently has a packed schedule. With this heavy workload, he has a vocal coach to ensure he is doing what is necessary to keep his voice strong. Catalon is proactive to safeguard against losing his voice, something that can occur more readily during March Madness because of the volume of games he is calling in short proximity.

There are occurrences where it takes some time for his voice to bounce back, and he remains prudent, so he is able to perform his job. Aside from his role to the fans, Catalon is working hard for his family and wants to make them proud.

“It’s not easy for any announcer who travels like we do to be away from their family and to miss weddings or kids’ soccer games,” Catalon said. “You have to understand when you get into this business that there’s a lot of things that you’re going to miss, and you have to have an understanding family along the way, and I’m lucky that I have one.”

Although there is no guarantee Catalon will be present for another stunning upset or overtime winner, he looks at his assignments and breadth of work with gratitude and awareness of his career windfalls. If such instances do happen in the forthcoming assignments though, viewers can rest assured that they are hearing a veteran who knows how to punctuate the climax and conclude the story unfolding in real time.

Even though he is not the author of the event itself, he is among its documentarians who writes the manuscript within a library that aims to stand the test of time. The final buzzer represents a deadline of sorts as he crafts the parlance in real time, embedded with the vernacular of the moment. 

“NFL, college basketball and golf – three of my favorite things – and CBS has all three,” Catalon said. “So I’m so lucky in this job, and I can’t tell you that there’s something I haven’t done that I want to do. I just want to keep doing what I’m doing now.”

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The ’70-20-10 Rule’ for Advertising Budgets

No one wants to be the business that holds onto the past and gradually declines.

Jeff Caves

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Graphic for 70-20-10 Rule
Credit: PennyCallingPenny.com

The ’70-20-10 rule’ is a widely accepted concept in business. Google, Coca-Cola, and other big brands manage their resources in a specific ratio to stay cutting-edge and grow. The idea is that 70% of a company’s investment should go to the core business, 20% to new developments, and 10% to new and untested ideas. If you are trying to maximize your ad budget and don’t know how to fit in all the opportunities, try this method. Here is a look at an annual advertising budget of $120,000. The clients’ best months of the year are November and December. Here is how the 70-20-10 rule could be applied to maximize returns while minimizing risks.

70%: Proven Strategies – $84K

The foundation of your advertising budget should be built on proven strategies that consistently deliver results. Allocate 70% of your budget to these safe bets. These are proven campaigns that you know will work from history or borrowing tactics from industry-trusted sources. In general, these are ad campaigns on proven platforms, such as radio, TV, Google and Facebook. Advertisers should use these tactics 12 months a year to provide a consistent return. This will establish a solid foundation for your advertising strategy while minimizing risk. Spend $7,000 each month on proven winners.

20%: Competitor Tactics – $24K

To unlock higher returns and explore new opportunities, allocate 20% of your budget to advertising initiatives that you have never tried before, but maybe your competitors are using successfully. These activities could include OTT commercials, TikTok or email marketing. You could handle these chores yourself or ask a trusted media partner, like your TV or radio rep, to assist you with their locally based digital department. It is sometimes easier to rely on trusted partners when exploring new spending in areas you are unfamiliar with. Since the best time of year for this business is November and December, this $24,000 should be spent in these two months to maximize results. Attacking the busiest time of the year with an extra $24,000 in advertising can yield the best outcome. Testing new initiatives when business is slow is like trying to sell parkas in July. Good luck. 

10%: Out-of-the-Box Ideas – $12K

Trying new concepts is critical to long-term success in advertising. Allocating 10% of your budget to experimental tactics that encourage outside-the-box thinking may lead to results you can’t quickly gauge or have a long-term benefit. Support a local cause or sports team. Generate buzz by handing out mini fans at the local summer fair. Put your ads on car dashboard monitors with QUU from your local radio rep. Spend the money wherever it makes sense for the tactic you are buying; fall, summer, or morning and afternoon drive times. Go with the flow and see if it pays back. These tactics can set you apart from your competition and endear you to audiences. Here is the latest on QUU.

Read and React

Try adapting the ’70-20-10 rule’ to your specific business and goals. Regularly evaluate the performance of your advertising efforts, measure ROI, and be open to adjusting your allocations based on sales AND metrics. Every business wants to be an early adopter of money-making new ideas. No one wants to be the business that holds onto the past and gradually declines. The road is littered with brands that didn’t evolve: Blackberry, Blockbuster, MySpace, etc. Mix up your ad spend with the proven, borrowed, and new to achieve sustainable growth in the long run.

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