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Toronto Is Capable of Handling Two Superstars

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It’s currently a pretty special time in Toronto for sports radio. The Maple Leafs have the best record in the NHL and the NBA season is underway, with, quite possibly, the biggest superstar the Raptors have had since Vince Carter. Stations such as Sportsnet 590 The Fan are sure to enjoy the payoff, as the excitement in the city will more than likely reflect the ratings for the next several months. 

This is a dream situation for Dave Cadeau, the program director for 590 The Fan. The man who once held a psychology degree out of college, knows the importance of capturing the excitement of the fans over the airwaves on a daily basis. Both the Maple Leafs and Raptors have a realistic chance to be in a Finals series, come seasons end, which would surely turn the city of Toronto into a frenzy come next June. 

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Though the expectations are high for both teams, there seems to be a different level of connect from the fans between the two teams. For instance, hockey is always going to be the biggest sport in Toronto. That means the Maple Leafs are more likely to receive the greater amount of coverage. But on its roster, the Leafs have two players who were born in Toronto, five others who grew up in Ontario, and several others scattered throughout Canada.

There’s also a familiarity and appreciation for the players, seeing as the fans probably knew the names of most of the players, way before they donned a Maple Leafs sweater for the first time. That includes a player such as John Tavares, who signed a 7-year $77 million deal in the offseason. The former No. 1 overall selection in the 2009 NHL draft is now playing for the team he grew up cheering for. The fans loved him before he ever stepped foot on the ice. And most importantly, he loves them back.

The Raptors on the other hand, have just one Canadian born player. Their big offseason acquisition also provided the opposite feel of Tavares coming home to join the Leafs. Kawhi Leonard has previously expressed his desire to play in Los Angeles. When Leonard was, instead, shipped to Toronto, the frustration on his face and in his voice was clearly visible. 

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So, on one hand, the Maple Leafs and Raptors did their due diligence to land big offseason pieces. However, one seems to have always wanted to be here, and the other seems to be counting the days until the end of the regular season. It’s an odd situation, but one that all Toronto sports fans will likely have a strong opinion on. 

Cadeau knows the landscape of Toronto and what works in sports radio. His station at 590 The Fan could probably survive and still have high ratings if they dedicated every single minute to covering the Maple Leafs, but there’s still a draw in the city for the Raptors and the NBA. Especially considering the franchise has enjoyed recent success and has built, quite possibly, the best roster it’s ever had. Sometimes, there can be so many big stories happening in a city that it’s tough to balance them out and give each their due diligence. 

Cadeau highlights just what works in Toronto sports radio, as well as balancing two athletes with two totally different mentalities. 

TM: Just how much more popular are the Maple Leafs compared to the others sports teams in town (Raptors, Blue Jays, etc.)?

DC: I would say that it’s all about hockey and baseball in Toronto, and basketball. When it comes to football, I think the NFL is bigger than the Argonauts.

The Argonauts are definitely a legacy sport and they have a long tradition with a fan base, but it’s a very competitive market. If you look it, the last two championships that have been won in the city are by the Argonauts and Toronto FC. In the seasons that have followed, they haven’t been major players on the sports landscape radar. In part, because their performance in the following season hasn’t been tremendous.

But to answer your question directly, the Leafs are absolutely big in Toronto. We went through a period, a few years ago, where they had surprisingly become somewhat irrelevant, just because they were in this mode of where the roster only consisted of a couple players on the roster that you hoped were long-term players with the franchise. Most of the players were either playing out contracts or hoping to be traded at the deadline. With Mike Babcock coming in and Auston Matthews being drafted to the team and other excellent young players joining, such as John Tavares, the team is absolutely at the top of the pile. They’re miles above the other teams in the city. When you say that, the Raptors have, quite arguably, the best roster in the entire history of the team. They’re going to be a big deal this year, but the Leafs will tower over them. 

TM: There’s a fascinating dynamic with two superstars in Toronto this year. For the Leafs, John Tavares is a local kid that’s always wanted to play for the team. He loves the city and it loves him. However, the Raptors have Kawhi Leonard and it seems like he doesn’t want to be in Toronto at all. How have listeners received two guys that are stars, but seem to have complete interest or disinterest in Toronto?

DC: I think Raptors fans have typically had players on the roster they assume or feel, rightly or wrongly, that the players don’t want to really be here. You get a lot of players that come through the city and come to love it when they’re here, but Toronto has challenges in that league. It’s the only team where, every time you go on the road, you’re going through customs. That’s a challenge.

Many years ago, we had Antonio Davis here who was a celebrated player on a team that was built to win. When he grew tired of being here, he was saying things like, well, it’s difficult having my children learn the metric system. I mean, c’mon, that’s pretty weak. Or when Vince Carter said he couldn’t find any good soul food in Toronto, even though it’s one of the most diverse cities in North America with a huge Caribbean festival. It’s just one of those things where players tend to lay down excuses. We had an athlete in town a few years back that was upset because he couldn’t watch as much college football as he wanted. We look at these athletes and think, since they make so much money, they can find their comforts, but sometimes there’s just things you need.

Kawhi Leonard is an enigma. I don’t claim to know anything about him on a personal level. I sure hope he can come in and perform like a star and whatever he’s going to do next year is whatever he’s going to do next year. I think the fan base, when it comes to the Raptors, they want the players to come in and love the city, because that’s a personal thing. It feels amplified, because the vast majority of the players in the NBA aren’t from Canada. It makes it very different from hockey. The fan base kind of always feel like its hosting. 

TM: So all the teams the Raptors are playing are inside the United States. Same for the Blue Jays, seeing as the rest of the AL East is in the northeast. Do your listener’s interest in sports teams extend into the U.S. since that’s who the teams in the cities are competing with? Or do they want to keep it local to Canadian sports?

DC: So when you look at our three markets, Vancouver is hyper-local, Calgary is hyper-local and Toronto is very local, but also there’s also a lot of people living in Toronto that aren’t from here. So, there’s of a demand for sports talk that ranges outside of Toronto. I think the best example of that would be the NFL.

We don’t have a team in Toronto, but we carry the Buffalo Bills’ games. They actually used to have an agreement where they played a home game every season in Toronto. The challenge they ran in to, and it’s only two hours away, but they’d play the Steelers and the place would be half full of Pittsburgh fans. It’d be the same with the Cowboys. All of those big NFL teams that have a legacy, also have a lot of fans in Toronto, and the Bills never got any kind of home field advantage. When it comes to the NFL, our audience really has a numerous amount of teams they want to know about.

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But we do talk about the NHL in a national sense with a Toronto bent. We will talk a lot this year about the Tampa Bay Lightning and the Boston Bruins, because we expect them to be the beasts in the east. There’s a huge rivalry with both the Buffalo Sabres and the Montreal. Montreal because of pure legacy, Buffalo because of proximity and Ottawa because of the history in the early 2000’s. Like any other sports radio format, we focus local in Toronto but we also branch out quite a bit. 

TM: Like we discussed, the Leafs are often the biggest story in town. But is there room for a clear No. 2? For instance, the Raptors have a great year and Kawhi decides to stay, is it possible they could be the clear second option in town?

DC: Of course so, there’s a lot of room. The Blue Jays even took the spotlight for a short period of time during 2015 and 2016. The Blue Jays are likely to remain at No. 2 for some time, partly because of legacy. We’ve had the Raptors for 20 years, but we’ve had the Blue Jays for 40 years. Right there, the fan base just has more depth for baseball. Plus, they’re different sports on the radio.

If you’re talking to me about broadcast audience of the actual games, baseball is just a different animal when it comes to radio, it was just built for it. The other things about the Blue Jays and the Raptors is that they’re seasonal and offsetting with each other. We will talk about the Maple Leafs all year long. We’ll talk about the Blue Jays, deeply during the season, and the Raptors, deeply during the season. But we need notable storylines to talk about them in the offseason. One of the real beauties about being in the city, is that we have so many teams to talk about. We’re not in a situation, like Montreal, where there’s only one local team that everyone cares about. 

TM: In terms of most influential athletes in Toronto history, could John Tavares make a run at that? If he does, what is the payoff for your station going to look like? 

DC: Well, I’m not going to sit here and tell you he can’t be. The potential is there, being from the city and choosing the city in a sport that always has superstars moving. He’s very engaging and aware as an athlete with the fan base. The potential is there and he’s a superstar in his prime on a team that’s a contender. Everything is there for that to happen.

As far as the payoff on sports radio, sure. There’s huge potential, but what you really need to do is look at this roster, it’s loaded with young and exciting talent. John Tavares added so much more momentum to the excitement about the Leafs, but Auston Matthews is really lighting it up to start the season.

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What’s been amazing about this team, is that a decade ago, the argument was that there was too much pressure for Toronto raised kids to come back and play for the Leafs. So rarely do you see that happen and now this team is loaded with local kids. It’s amazing and they’re really important players on the roster. What will John Tavares’ impact be on sports radio? Well, it’ll be big, but it’ll also be a big part of something that’s amidst. I wouldn’t peg it all on him, you look down the roster and it’s what this entire team can do for sports radio that’s exciting. 

BSM Writers

Adam The Bull Is Giving Cleveland Something It’s Never Had Before

“It was only more recently that I was like why do I have to only be a radio guy?”

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After spending 22 years on the radio, Adam “The Bull” Gerstenhaber was ready for a new adventure.  In fact, the former co-host of Bull and Fox on 92.3 The Fan in Cleveland did not have a new job lined up when he signed off from his 11-year radio home last month.

“I was already leaving without having a new project,” admitted Gerstenhaber during a recent phone interview with BSM.  “I left before I knew for sure I had a ‘next project’.”

Gerstenhaber was preparing for his final show with co-host Dustin Fox on April 1st when he was contacted by an executive producer for TEGNA, a company that was developing a Cleveland sports television show on YouTube.  The executive producer, who had just found out that Bull was a free agent, made it clear that he wanted Bull to be a part of the new project.

It all came together very quickly. 

“Let’s talk on Monday,” Gerstenhaber told the executive producer. “And within a week they signed me up.”

The Ultimate Cleveland Sports Show on YouTube featuring Gerstenhaber, former ESPN personality Jay Crawford, 92.3 The Fan’s Garrett Bush, and rotating hosts to make up a four-person round-table show, made its debut last Monday.  The show, which airs weekdays from 11am to 1pm, features passionate Cleveland sports talk, live guests, either in-studio or via Zoom, as well as interaction from the audience through social media.

“I’m very excited,” said Gerstenhaber.  “It’s a definite adjustment for me after 22 years on radio doing television.  For the last 11 years, I’ve been doing a radio show with just one other host and I was the lead guy doing most of the talking and now I’m on a show with three other people and it’s such an adjustment.  So far, I’m having a ball.”  

And so far, the reaction to the show has been very positive.

A big reason why is that it’s something that Cleveland didn’t have and really never had, unlike a city like New York, where there are local radio shows that are simulcast on regional sports channels. 

“There’s nothing like that in Cleveland,” said Gerstenhaber.  “And there was certainly nothing like this with a panel.  Cleveland is such a massive sports town and now people that don’t live in Cleveland that are maybe retired in Florida or Arizona, now they actually have a TV show that they can watch that’s Cleveland-centric.”

The new venture certainly represents a big change in what Bull has been used to in his radio career.  He’s enjoying the freedom of not having to follow a hard clock for this show. In fact, there have already been some occasions where the show has been able to go a little longer than scheduled because they have the flexibility to do that on YouTube.

Doing a show on YouTube gives the panel a great opportunity to go deep into topics and spend some quality time with guests.  And while there is no cursing on the show at the moment, there could be the potential for that down the road.

Don’t expect the show is going to become X-rated or anything like that, but the objective is to be able to capture the spirit and emotion of being a sports fan and host.

“It’s something we may do in the future,” said Gerstenhaber.  “Not curse just to curse but it gives us the option if we get fired up.  It is allowed because there’s no restrictions there.  The company doesn’t want us to do it at the moment.”  

There’s also been the shift for Gerstenhaber from being the “point guard” on his old radio show, driving the conversation and doing most of the talking, to now taking a step back and having Crawford distributing the ball on the television show.

For a guy called “The Bull”, that will take some getting used to. 

“Jay is a pro’s pro,” said Gerstenhaber.  “He’s the point guard for this but he’s also part of the conversation.  I’m not used to not being the point guard so I have to adjust to that.  I think it’s gone pretty well and the chemistry is pretty good and with time we’ll get used to the flow of it.”  

Gerstenhaber’s move from sports radio to an internet television show is a perfect example of how the industry is changing.  A good portion of the listening and viewing audience these days, especially those in the younger demographic, are not necessarily watching traditional television or listening to terrestrial radio.  For a lot of sports fans, watching and listening on a mobile device or a computer has become a very important way of life.

The desire to adapt, along with a shorter workday, was very enticing to him.

“It was only more recently that I was like why do I have to only be a radio guy?” wondered Gerstenhaber.  “There were things about my job that I was unhappy about.  I was doing a five-hour radio show.  It’s too long. That’s crazy.  Nobody should be doing a five-hour radio show at this point.” 

Broadcasting on the internet has arrived and it’s not just a couple of sports fans doing a show from their garage anymore.  The business has evolved to the point where the technology has provided more opportunities for those who have already enjoyed success in the industry and are looking for new challenges.

Kind of like Adam The Bull!

“I think years ago, probably like many people in the radio business, we looked at internet and podcasts as like whatever…those guys aren’t professionals…they’re amateurs,” said Gerstenhaber.  “But the game has changed.”

Gerstenhaber, Crawford and everyone associated with the “Ultimate Cleveland Sports Show” should not have much of a problem attracting the younger audience. That demographic is already accustomed to watching shows on YouTube and other streaming platforms.  The challenge now is to get the more mature audience on board. There are certainly some obstacles there.

I know this from experience with trying to explain to my mother in Florida how she can hear me on the radio and watch me on television simply by using her tablet.

Bull can certainly relate to that.

“My mother is still trying to figure out how to watch the show live,” said Gerstenhaber with a chuckle.  “The older fans struggle with that. A lot of my older fans here in Cleveland are like how do I watch it? For people that are under 40 and certainly people that under 30, watching a YouTube show is like okay I watch everything on my phone or device.  It’s such a divide and obviously as the years go by, that group will increase.” 

With the television show off and running, Gerstenhaber still has a passion for his roots and that’s the radio side of the business.  In the next couple of weeks, “The Bull” is set to announce the launch of two podcasts, one daily and one weekly, that will begin next month.  But he also hasn’t ruled out the possibility of returning to terrestrial radio at some point.

“I have not closed the door to radio,” said Gerstenhaber.  “I still love radio.  I would still, in the right set of circumstances, consider going back to radio but it would have to really be the perfect situation.  I’m excited about (the television show) and right now I don’t want to do anything else but I’m certainly going to remain open-minded to radio if a really excellent opportunity came up.”

The landscape of the broadcasting industry, particularly when it comes to sports, has certainly changed over the years and continues to evolve.  Adam Gerstenhaber certainly enjoyed a tremendous amount of success on the radio side, both in New York and in Cleveland, but now he has made the transition to something new with the YouTube television show and he’s committed to making it a success.

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BSM Writers

Why You Should Be Making Great TikTok Content

“We’re specially trained in the world of TSL (time spent listening), and the longer people view your content on TikTok, the more the app rewards you by shoving your content into more and more feeds.”

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It feels like there’s a new social media platform to pay attention to every other week. That makes it easy to overlook when one of them actually presents value to your brand. It wasn’t long ago that TikTok was primarily used by teenagers with the focus being silly dance trends filmed for video consumption with their friends and followers alike. Now, as the general public has become in tune with how this complicated app works, it’s grown far beyond that.

TikTok is now an app used by all types of demographics and unlike TikTok’s closely related cousins Instagram and Facebook, this app provides a certain type of nuance that I think people in our line of work can really excel in. 

Before I get into the nuts and bolts of how you can use TikTok to your advantage and how to make your videos catch on, I think it’s important to first mention why this matters for you. Now, if I’m being realistic, I’m sure there are some that have already stopped reading this or those that could scroll away fast enough when they saw the words TikTok. You might be thinking that this doesn’t fit your demo, or maybe that it’s a waste of time because productivity here won’t directly lead to an uptick in Nielsen ratings. But I’m not sure any social network directly leads to what we ultimately get judged on, and we aren’t always pumping out content directly to our core audience.

TikTok, like any other app you may use, is marketing. This is another free tool to let people out there know who you are and what you offer in this endless sea of content. And the beauty of TikTok is that it directly caters its algorithm to content creators just like us. Bottom line, if you are a personality in sports talk, there’s no reason you can’t be crushing it on TikTok right now. All it takes is a little direction, focus, consistency, and a plan. 

Unlike Instagram, Facebook, and Twitter where you can throw a photo up with a caption and be done for the day, TikTok’s whole model is built on creative videos that keep users engaged for longer periods of time. This approach works. According to Oberlo, a social media stat tracking site, people spend more time per day on TikTok than any other popular social media application. 38 minutes per day!

This is where this is good news for us in talk radio. We’re specially trained in the world of TSL (time spent listening), and the longer people view your content on TikTok, the more the app rewards you by shoving your content into more and more feeds. TikTok’s algorithm doesn’t care how many followers you have, your level of credibility, or the production on your video. All ir cares about is 1) Is your content good. and 2) Are people watching it. 3) How long are they watching it. The more people watch and the longer they watch creates a snowball effect. Your videos views will skyrocket, sometimes within hours. 

So, how do you create content that will catch on? It’s really not all that different than what you do every day. Create thought-provoking commentary that makes people think, argue, or stay till the end to get the info you teased up for them. I’ve found through my own trial and error that it’s best if you stay away from time-sensitive material, I’ve had more success the more evergreen my content is. That way, the shelf life expands beyond just that day or week. This is different for everyone and there’s no one-size-fits-all, but this is where I’ve seen the most success. 

Also, put yourself out there, don’t be afraid to say something that people are going to vehemently disagree with. Again, it’s not unlike what we do every day. It’s one thing to get someone to listen, it’s another to get them to engage. Once they hit you in the comment section, you’ve got them hooked. Comments breed more views and on and on. But don’t just let those sit there, even the smallest interaction back like a shoulder shrug emoji can go a long way in creating more play for your video. 

If you want to grow quickly, create a niche for yourself. The best content creators that I follow on TikTok all put out very similar content for most of their videos. This means, unlike Instagram where it’s great to show what a wildly interesting and eclectic person you are, TikTok users want to know what they’re getting the second your face pops up on that screen. So if you are the sports history guy, be the sports history guy all the time. If you are the top 5 list guy, be the top 5 list guy all the time, and on and on, you get the point. 

Other simple tricks

  • Splice small videos together. Don’t shoot one long video. 
  • 90 seconds to 2 minutes is a sweet spot amount of time. 
  • Add a soft layer of background instrumental music (this feature is found in the app when you are putting the finishing touches on your video) 
  • Label your video across the screen at the start and time it out so that it disappears seconds later. This way a user gets an idea of what the content is immediately and then can focus on you delivering your message thereafter.  
  • Research trending hashtags, they are far more important than whatever you caption your video. 
  • Use closed captions so that people can follow your video without sound. 

Finally, don’t be intimidated by it or snub your nose at it. Anything that helps your brand is worth doing and anything worth doing is worth doing well. 

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BSM Writers

Does Tom Brady’s Salary Make Sense For FOX In a Changing Media World?

“The risk here doesn’t have to do with Brady specifically, but rather the business of televising football games in general.”

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FOX is playing it too safe when it comes to adding Tom Brady.

That’s going to sound weird given the size of Brady’s broadcasting contract. Even if that deal isn’t worth as much as initially reported, it’s a hell of a lot of loot, especially considering Brady has remained steadfastly uninteresting for a solid 20 years now.

Let’s not pretend that is a detriment in the eyes of a television network, however. There’s a long line of famous athletes companies like FOX have happily paid millions without ever requiring them to be much more than consistently inoffensive and occasionally insightful. Yes, Brady is getting more money than those previous guys, but he’s also the most successful quarterback in NFL history.

The risk here doesn’t have to do with Brady specifically, but rather the business of televising football games in general. More specifically, the fact that the business of televising football games is changing, and while it may not be changing quite as rapidly as the rest of the sports-media industry, but it is changing. There’s an increasing number of choices available to viewers not only in the games that can be watched, but how they are consumed. Everything in the industry points to an increasingly fragmented audience and yet by signing Brady to be in the broadcast booth once he retires, FOX is paying a premium for a single component in a tried-and-true broadcasting formula will be more successful. 

Think of Brady’s hiring as a bet FOX made. A 10-year commitment in which it is doubling down on the status quo at a time of obvious change. FOX saw ESPN introduce the ManningCast last year, and instead of seeing the potential for a network to build different types of products, FOX decided, “Nah, we don’t want to do anything different or new.” Don’t let the price tag fool you. FOX went out and bought a really famous former player to put in a traditional broadcast booth to hope that the center holds..

Maybe it will. Maybe Brady is that interesting or he’s that famous and his presence is powerful enough to defy the trends within the industry. I’m not naive enough to think that value depends on the quality of someone’s content. The memoir of a former U.S. president will fetch a multi-million-dollar advance not because of the literary quality, but because of the size of the potential audience. It’s the same rationale behind FOX’s addition of Brady.

But don’t mistake an expensive addition from an innovative one. The ManningCast was an actual innovation. A totally different way of televising a football game, and while not everyone liked it, some people absolutely loved it. It’s not going to replace the regular Monday Night Football format, but it wasn’t supposed to. It’s an alternative or more likely a complement and ESPN was sufficiently encouraged to extend the ManningCast through 2024. It’s a different product. Another option it is offering its customers. You can choose to watch to the traditional broadcast format with Joe Buck and Troy Aikman in the booth or you can watch the Mannings or you can toggle between both. What’s FOX’s option for those audience members who prefer something like the ManningCast to the traditional broadcast?

It’s not just ESPN, either. Amazon offered viewers a choice of broadcasters, too, from a female announcing tandem of Hannah Storm and Andrea Kramer beginning in 2018 to the Scouts Feed with Daniel Jeremiah and Bucky Brooks in 2020.

So now, not only do viewers have an increasingly wide array of choices on which NFL games they can watch — thanks to Sunday Ticket — they in some instances have a choice of the announcing crew for that given game. Amid this economic environment, FOX not only decided that it was best to invest in a single product, but it decided to make that investment in a guy who had never done this particular job before nor shown much in the way of an aptitude for it.

Again, maybe Brady is the guy to pull it off. He’s certainly famous enough. His seven Super Bowl victories are unmatched and span two franchises, and while he’s denied most attempts to be anything approaching interesting in public over the past 20 years, perhaps that is changing. His increasingly amusing Twitter posts over the past 2 years could be a hint of the humor he’s going to bring to the broadcast booth. That Tampa Tom is his true personality, which remained under a gag order from the Sith Lord Bill Belichick, and now Brady will suddenly become football’s equivalent of Charles Barkley.

But that’s a hell of a needle to thread for anyone, even someone as famous as Brady, and it’s a really high bar for someone with no broadcasting experience. The upside for FOX is that its traditional approach holds. The downside, however, is that it is not only spending more money on a product with a declining market, but it is ignoring obvious trends within the industry as it does so.

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