BSM Writers
A Conversation With Justin Acri
Justin Acri came to sports radio from TV. That isn’t odd in itself. A lot of guys make their name on TV and then either add a radio show to their portfolio or transition into radio. Look at Jim Dunaway in Birmingham or the late CS Keys in San Diego.
It is hard to name a lot of guys though that came up in TV, gave it up for radio, and then went on to become their station’s program director. That is the path that Acri has taken since arriving in Little Rock, Arkansas from Duluth, MN where he was working as a reporter.
Acri is a busy guy in Little Rock too. Not only is he the the boss at 103.7 the Buzz, but he also hosts his own midday show each weekday starting at 10 am and makes time to serve as the radio voice of the University of Central Arkansas.
I called Justin Acri the morning after the Arkansas Razorbacks let the College World Series slip through their fingers as a foul ball was lost in the lights by three fielders. His listeners may have been down, but Justin was in good spirits, having just come from a live broadcast where he was set up next to a grill at a meat packing plant.
We talked about his station’s relationship with the Razorbacks, why he wants cup stacking champions on his show, and the controversial Bracket With No Name, a yearly tradition around the NCAA Tournament that some in the media called sexist.
D: How did what happened last night in the College World Series change show prep for today for you?
J: The Razorbacks move the needle more than anything else in this state. So, we were going to talk about the game regardless of the outcome. I think everyone in the sports media in this state has a little bit of a fandom that they wear on their sleeve, probably to a little bit of the chagrin of the old head print guys, but there’s definitely an element of fandom to the broadcast here.
We carry Razorback football, basketball, and baseball so we’re very Razorback-centric here at The Buzz, but our hosts are also critical. So again, it’s disappointing and we’ll point out what went wrong. The role we kinda played today on our show was to pick everybody up and say “hey, you’ve got another game”. We pep-talked our way through three hours today.
D: How critical can you be before you’re going to hear about it? I know you’re not going out of your way to bash the Razorbacks, but they’ve had some lean years in football and basketball, so how critical can you be before you hear from the network or advertisers?
J: What’s good is unless we are infringing on their sales side and sponsorships at the University, they never talk to us about what was said on the air. There is a perception from our listenership, I think, that we are beholden to the Razorbacks because they are going to pull our credentials. They aren’t going to pull our credentials, so we don’t care about that.
Different hosts are more critical than others. During the (football coach Bret) Beilema years, you’re right. There were a number of our hosts that were very harsh and critical. I wouldn’t say calling for his head, but it was just shy of that. I try to be a little more level-headed and take an even-keel approach. I’m certainly invested in games and I will be pulling for the Razorbacks tonight, but I’ll do my best to keep it even keel.
There were certainly a lot of things wrong with the program the last few years and you point those things out. You hang your hat on offensive line play, and the offensive line isn’t good. The running game isn’t very good, and that is what your bread and butter is. Defense hasn’t been good for a whbile, so as long as you aren’t reveling in it, I think it’s fine. We don’t get any pushback for the most part.
D: I have always heard from people that cover Arkansas that Bret Beilema was a great guy and a lot of fun to be around. What are the mental exercises you go through to turn off your feelings about the guy you enjoy having in for an interview and be critical when you have to be critical?
J: Oh, I did. I liked him a lot. I look at that a different way. I like (Arkansas baseball coach) Dave van Horn a lot. He’s not the most gregarious guy to have on the air. Now, I’m sure if they win tonight he will be tomorrow.
I loved being around Bret Beilema. He’s the kind of guy you would want to go grab a beer with. I love (Arkansas men’s basketball coach) Mike Anderson. He’s just so full of joy and a great guy to be around. Dave’s just really serious.
All the coaches have their own personality and you just have to separate that out when you talk about them. But yeah, Beilema was a great, great guy.
D: So when you are doing your show, do you try to turn off your program director brain, or is that something you know will just never turn off?
J: Oh, I don’t ever turn it off. I’ve always got…I don’t want to call it an ulterior motive…I’ve always got a plan, let’s say, for what I want to say. Some of it you script out, but usually those are just some bullet points so I know what I want to get in, like if a particular guy is playing great. I think you have to be real pointed on that when fans aren’t going to take it that far.
Again, we’re all disappointed when they lose. I want to see all the Arkansas teams do well, especially Central Arkansas since I am connected there. Arkansas State has had some good years in football too. We’re very much a cheerleader for the state. I want us to take a positive approach.
I know some bigger markets in the Northeast, their whole thing is to be critical and cranky. That’s just not our way. I want us to be positive.
That’s why I got into sports in the first place. There are so many positive stories to tell. I don’t care if it is a cup stacking championship. If it is an Arkansan doing well nationally we’re going to praise him. We had a guy on not too long ago that is trying to break into the WWE. He lives up in the Northeast now, but he is from Arkansas. We had him on and he talked about the road there. He is doing great on the smaller circuits. We just try to celebrate success regardless of whether it is high school all the way up to the pros. As long as there’s an Arkansas connection.
D: So you’ll always give time on air to local stories over national stories no matter how big the national story might be?
J: Yeah. We have a very local approach. I think you’d be hard pressed, and you would know better than I do, but we’re a small market, a reasonably mid-sized market, doing live 6a to 7p. Most markets and stations our size are going to have at least one national show on during the day.
Our philosophy has been to be ultra-hyper-local. The Razorbacks are obviously a big part of that. It’s a Cowboys state. It’s a Cardinals state. But we do try to talk about everything.
I think our listeners have come to understand that we don’t have an agenda. We just want to talk about positive stories. I think that is more pleasant to listen to than a guy that is grousing about something all the time.
D: So when you say that it is a Cardinals state, let’s say the team goes to the World Series, on a Monday morning in mid-October is the Razorback age from the weekend still the A-block for all your shows?
J: It would be, but we would still talk about the World Series, and we would probably talk about it regardless of who’s in it. I think most guys in our industry wear their fandom on their sleevses. So, I am a Cubs guy. I am an Iowa State grad. I realize I can get away with talking about the Cubs, if only to pick at the Cardinal fans. I’m a Packers fan. I know I can talk about Aaron Rodgers, because he is a star. People will tolerate that.
I know that nobody in our listening area cares about Iowa State. It is very very rare, unless they do something like upset Oklahoma, that I can talk about that.
D: I would imagine fans were paying attention last year after the Beilema firing. Some of them had to think that (Iowa State coach) Matt Campbell would be a candidate for the Arkansas job, right?
J: Yeah, but that would be the only reason for sure.
D: With how local you and your staff focus on content being, could you hear tape of someone who is really good but from…say Des Moines and think “that guy would be great on The Buzz” or do they have to have an Arkansas connection in your mind?
J: No, last time we did a search to build a show, we brought in a kid from Seattle that I liked a lot. He was really really good and was right there at the end, but we had two guys that were probably overqualified. One had done TV in the market before. The other had done radio here for a long time.
All things being equal, sure you want a guy that is familiar with the market or at least the Southeast and the way things are here. If you’re a good broadcaster, you’re a good broadcaster. I’d be open to anyone from anywhere as long as it is the right fit.
D: During your day how do you balance show prep versus time you have to spend as the program director?
J: I try to be up everyday by 4:30 or 5, read the paper, and go to the gym. That way I can head into the office around 6:30 and knock out the administrative stuff early. Then I’ll prep for a coupe of hours. Sometimes though, like today, I was gathering all the info from last night’s game. Of course, too, you have the stuff from the night before you were already planning on talking about.
Then it just depends. Sometimes I am out pretty quickly after my show ends at 1. Sometimes I am there until 6pm.
I try to get most of it done early in the morning. Plus, that way I’m there if my morning guys need me. That’s the real battleground time slot for us. I assume it is that way in most markets. Other stations, that’s where most of their resources are poured into. Our afternoon show doesn’t have a whole lot of competition.
In the middle of the day you’re somewhat hamstrung, because it is an active listening format. People are either going to make it a point to listen at work if they can or wherever they are. But we’re always going to put most of our resources into the morning, because that is where the hardest fight has been.
D: I would guess your next big event broadcast is SEC Media Days, right?
J: That’s exactly right.
D: So as a programmer and then also as a show host, what needs to happen there for you to say “That was a win for us! Going there was a good use of time for The Buzz.”?
J: There’s really two functions there. You’re getting stories and sounds for the day, but you’re also making relationships with other reporters and coaches and ADs and of course sports information guys. Most of our guys have good experience, the ones that go. They don’t really need to do it, but it is always good to have it, you know?
There’s typically a live show going on from there while another guy is off gathering sound. There are always stories to find too. We’ll send three guys: 2 hosts and a reporter. So, it’s a guy from the morning show, a guy from the afternoon show, and then a reporter goes along to fill in the gaps.
From a programmer’s side, you want to make sure we are getting everything and benefitting from those face-to-face meetings and touching all opportunities with people we are going to be covering or people we need to pick their brains for content for later.
From a host’s standpoint, I want the headlines. Does a coach answer a question in a funny way? Does a coach answer a question in an irritated way as Saban has a tendency to do? Obviously Beilema was gold for SEC Media Days. I am typically looking for what is entertaining, because there typically isn’t a lot of substance coming out of there.
D: What is the overall reaction to (Arkansas’ new football coach) Chad Morris from a fan standpoint?
J: I would call it cautious optimism. At least, that’s how I feel. I don’t think I have any reason to doubt the guy per se, but I don’t have any reason to be over the moon right now.
Look, he says the right things. He’s very energetic. He’s obviously great at engaging with high school coaches and players, so it’s exciting. He’s got a great background being a part of championship programs and building from scratch where he was (SMU) before coming to Arkansas. I’m just trying not to be too over-the-moon about it.
I was really excited about Beilema when he came, because I like his sort of chip-on-the shoulder approach. It worked briefly. They couldn’t keep it trending in the right direction. I grew up watching him play in Iowa, so I have a different connection. Then when Paul Rhodes came down to join the staff, as an Iowa State grad, that was great.
As far as Morris goes, I think he has been really well received. The bottom line is, man, everybody in this fanbase was starving for something different. Something new. And it wasn’t just Beilema. I’ve never seen the kind of outcry or groundswell for a change at the athletic director position. It’s not like Jeff Long didn’t do a lot of good things. He did, but he was just never embraced by the fanbase. He was looked at very much as a CEO guy.
Hunter Yurachek has been fantastic. For us, it gives fans something to be positive about. Being negative pretty quick. That was all the time with Long and Beilema, but it really picked up during the last 18 months of his time there.
D: The University of Arkansas was in a weird situation where the SEC sort of legislated that the University of Missouri would be your new hated rival. What is coverage of that game like for you guys? Has the fanbase taken to the rivalry?
J: I don’t mind it as much, because it is a regional game and that is good. Making it a rivalry and a trophy game right out of the gate I thought was a little silly, but it is a natural rival. The LSU game is still big. Playing them every year and beating them is a big deal.
It did feel a little forced, and I am sure the (Texas) A&M rivalry feels forced to LSU. I don’t think it is a negative though, because it will grow. And by the way, Arkansas hasn’t faired to well in that game. It’s funny too, because when Missouri was coming in, and A&M was coming in, there was a lot of disregard for Missouri in this fanbase.
I don’t know if anyone was paying attention to what they did in football or men’s basketball, and look at them now. They have won their division a couple of times and I am over here saying “yeah, I tried to tell ya” and now Mizzou basketball looks like it is going to be really good this year.
D: I know that when Arkansas came into the conference, what? Like 25 years ago? Anyway, they were forced into this rivalry with South Carolina that only made sense because they were the two new teams, but Arkansas developed this rivalry with LSU that was really fun and always seemed to have a really wacky ending. Losing that from the Thanksgiving weekend has to be weird for the listeners.
J: Yeah, it was. The other thing too is when the game is in Little Rock, the tailgating here is so exponentially better than what it is in Fayetteville. So that was a really fun way to spend Thanksgiving weekend and of course the LSU fans come up.
Look, it was a really fun rivalry, but it is good natured. LSU fans love to party. Razorback fans like to party. It was this great, fun thing. Every other year it was in Little Rock and then that changed, so it kinda lost its luster despite the fact that it wasn’t the last game of the year.
D: Baton Rouge is the only place I’ve ever been as an opposing fan where I feared for my life.
J: That’s what I’ve heard. I have never had the pleasure.
D: Can you give me the history of how the Bracket With No Name thing unfolded? Not the start of the promotion, but how did the controversy surrounding it unfold?
J: It’s funny, because every couple of years someone would raise a stink about it in a local magazine or in the newspaper. They would write something about it and then it would go away. The difference this time is the news director at a TV station said something that took hold. His reporters started following along and then other reporters started following along. You know how things go viral?
We were talking about changing it long before the guy ever said anything about it. The host, Tommy Smith, that had done it every year was getting tired of it anyway.
D: It was called “The Babe Bracket” initially, right?
J: Right. That ran its course. We just sort of tweaked it this year and made it into sort of an all star thing.
For a lot of guys 35-55, they don’t pay real close attention to Hollywood, particularly if they are real, giant sports fans like most of our listeners. So it served two purposes. There was a national side and a local side. It exposed some of these listeners to attractive actresses they had never heard of and the other side had us plugged in with local female anchors. It took off and it continued on for years.
Look, I’m very sensitive to that kind of thing. I used to work in TV, so I try to be very respectful and sensitive to the women that work in local media. I want to put a spotlight on them for their work and professional integrity, but let’s be honest. Men and women, if they work in TV they are typically very attractive.
I never thought it was done in a demeaning way. I can’t tell you that a caller never said something in appropriate or called in to talk about a physical trait of a woman that we didn’t want to become part of the conversation, but you can’t really control it. It’s live radio.
I thought the hosts always handled it in an appropriate way. It was always fun. The local women came on air and played along. We’ve had past winners that were overjoyed to win just like, a sash and a crown.
It was a fun thing. It really was. We’re in such a hyper-sensitive environment right now. If it was done in a mean way or in a way that was misogynistic, which I guess you can say it inherently is. Some people feel that way and won’t hear any different, but truly if I thought it was done in a disrespectful way I would have shut it down before it got to that point.
D: Is there a lesson in this for you or for other sports stations about the way the culture moves? Is this a situation of these controversial promotions are not worth it anymore because the downside is always worse than the upside is good?
J: Well, you gotta look at it this way and this is how I look at everything. Just because it’s popular doesn’t mean it’s right and just because it is unpopular doesn’t mean it’s wrong. So, the popular thing to do and the easy thing to do would have been to walk away from it and just shut it down, but again, I don’t think anyone was doing anything wrong. The participants never felt like it was a negative thing, at least the ones that came back and participated over and over again. So, we continued it.
D: When you have conversations with your other hosts about where they can make improvements or things you need them to do, is that ever uncomfortable or do you ever feel added pressure because you are on air?
J: You know, there is the element of trying to practice what I preach. I wouldn’t ask the guys to do anything or try anything I wouldn’t do myself, but at the end of the day that’s what I get paid to do.
I make suggestions. I make recommendations, and it may just be little things. Be sure to reintroduce your guest. Don’t eat on the air. My guys have been doing this a long time. I’m lucky. I have a lot of experienced guys. There aren’t a lot of young guys here that need coaching on a daily basis.
We still talk. We still strategize to some degree. I think the guys respect me enough that we can talk and they don’t take it personally, like I think I am better than them or that I think I am doing it right and they are wrong. Look, there are certain things that guys on my own show do that I do not like, but it’s just not my cup of tea. I would never tell them to stop because it’s just a taste thing.
The other thing too is doing four local shows in a market this size with no local teams, you have to find a way to differentiate and stand out from the other shows. We all have to be different. Everyone needs to come to work with a different approach.
Demetri Ravanos is the Assistant Content Director for Barrett Sports Media. He hosts the Chewing Clock and Media Noise podcasts. He occasionally fills in on stations across the Carolinas. Previous stops include WAVH and WZEW in Mobile, AL, WBPT in Birmingham, AL and WBBB, WPTK and WDNC in Raleigh, NC. You can find him on Twitter @DemetriRavanos and reach him by email at [email protected].
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