By nature I’m passionate about the radio industry and quick to defend it. Two decades of labor, five market stops, hundreds of relationships, and countless positive experiences have shaped my views that way. I don’t apologize for that. It doesn’t mean the industry doesn’t have its share of flaws, but all things considered, it’s a pretty great business, one which I believe has more room for growth than ever before.
A few weeks ago I attended Radio Ink’s Forecast 2019 at the Harvard Club in New York City. From start to finish the event was jam packed with information, and featured a who’s who of industry movers and shakers. In what can only be described as a monumental upset, I was asked by Radio Ink officials to moderate a panel featuring ESPN Audio SVP Traug Keller, Cumulus and Westwood One SVP of Sports Bruce Gilbert, and Entercom Regional President Susan Larkin. I’d like to thank whoever spiked the punch to convince them to think of me. It’s appreciated.
Over the course of forty minutes we tackled a variety of subjects from sports gambling to gaming, improving diversity in sports radio management, attracting larger advertisers to sports radio, the state of ratings measurement, and changing the perception of sports radio being niche. One of the headlines which stood out most was Traug’s declaration of sports gambling becoming even bigger for the sports format than what initial projections suggested.
“This is bigger than people think,” said Keller. “The numbers coming out of New Jersey are staggering.”
If he’s right, which I do think he is, this is going to be a massive opportunity for sports media brands. The initial projections from Gambling Compliance, an independent provider of gambling industry data and research, listed sports betting as a 2 billion dollar industry. After the Supreme Court made their decision though, those projections increased to between 3.1 and 5.2 billion by the year 2023. The state of New Jersey supplied a small dose of what’s to come when during their first 17 days of legalized sports betting activity, the state raked in 16.4 million dollars.
You read that news and it instantly grabs your attention and gets your mind thinking about ways to capitalize. The challenge for brands is going to be setting boundaries so the airwaves don’t get polluted with non-stop gambling messaging. That means not allowing every Tom, Dick, and Harry who bills themselves as a gambling expert to gain time on shows, even if they’re offering dollars to do so.
It also means having to create systems to avoid having situations where four of five minutes of commercial breaks feature sports gambling commercials. GM’s are going to have to work with their sales managers to make sure pricing is set high enough so not everyone can play in the space. I’d also expect more hugs needed in the sales department when sales managers and GM’s have to deliver bad news to account executives, rejecting buys from other sports gambling groups because they’ve either sold out inventory or reached maximum capacity on what the programming team will allow on the air.
Regardless of the challenges, many in sports media circles expect an influx of cash thanks to sports gambling legalization. It’s the topic everyone has been talking about, and it was voted the #1 sports business story of the year in the Sports Business Journal. The only question is will the entire pot of gold be discovered in 2019, 2020 or later.
That got me to thinking about how the rise of sports gambling will influence future programming on radio, television and in print. We’ve already seen the NY Post form a partnership with VSiN to provide sports betting written content. The TVG Network also joined forces with VSiN. The new owner of the Los Angeles Times has said he plans to evolve the newspaper’s sports section by including coverage of eSports, and it’s safe to assume that sports betting will gain further attention too. Plus the upstart digital TV channel Cheddar has regularly produced content aimed at sports gaming and betting enthusiasts.
But what about traditional radio and TV outlets?
If you turn on SportsCenter with Scott Van Pelt, one of his most popular segments is Bad Beats. Tune into a sports radio station and you might hear an Action Update from VSiN or a sports betting expert appearing on a show to educate fans on potential moneymaking opportunities surrounding an upcoming game. Even FOX Sports Radio entered the fray this year by adding the weeknight show Straight Outta Vegas with RJ Bell to its schedule. FS1 did the same with the addition of Lock It In featuring Clay Travis, Cousin Sal, Todd Fuhrman, and Rachel Bonnetta. ESPN+ also followed suit by partnering with the Action Network on the show I’ll Take That Bet.
If you paid attention to industry news this week, you saw Darren Rovell announced his exit from ESPN to join the Action Network, where he’s expected to serve as an executive and cover the business of sports betting. Barstool Sports has gained strong social buzz this football season with the creation of their betting program Sports Betting Advisors featuring Dave Portnoy, Big Cat and Stu Feiner. Bleacher Report got involved in the space by launching a show with Chris Simms and Adam Lefkoe, and others such as The Ringer and Westwood One have created podcasts built around sports gambling content.
I think it’s fair to say that each of these brands understand what’s at stake. Groups like VSiN and the Action Network prepared well in advance by hiring good people, creating good content, and establishing relationships, even before the supreme court opened the door for states to make decisions on the future of legalized sports betting. Because they took the risk and got in early, they’re now in great position to take full advantage of it.
We’ve seen leagues like the NBA, MLB and NHL evolve their views on sports gambling, striking deals with the MGM casino for use of their data, logos and advanced statistics. DraftKings and FanDuel have opened locations in New Jersey and used their apps to generate larger revenues. Buffalo Wild Wings has even expressed interest in making sports betting available inside their bars and restaurants.
So what does it all mean?
Well, the obvious point is that the space is going to expand rapidly. Audiences will soon be treated to more of this type of content, and major advertisers, especially ones who are after the sports fan’s betting dollar, will be looking to sports media brands to help them build their customer base. You’ll likely see networks creating sports betting experts the same way they have sports analysts, and programming features will become part of shows you never would have expected them to be included in.
But is sports radio positioned to prosper from it? If you measure it from the over the air side, yes. Ratings, talent endorsements, and play by play associations are attractive to brands like StubHub, FanDuel, DraftKings, MGM and Buffalo Wild Wings. But it’s the digital space (where most economic projections expect bigger growth) where I have a few concerns.
I spent some time surfing thru the websites of a number of sports radio stations to see which local brands were developing original sports betting podcasts. I then examined the podcast charts by typing in ‘sports betting’ and ‘sports gambling’ to see which podcasts appeared in those categories. To my surprise, local sports radio underwhelmed.
What stood out most was that there weren’t many original local podcasts available on sports betting/gambling from local sports stations. National outlets did a much better job, along with groups like VSiN, Action Network, The Ringer, Barstool Sports, etc.. Among the few exceptions were The Sharp 600 by Joe Fortenbaugh of 95.7 The Game, a podcast done independently of the radio station, and KNBR’s Tom Tolbert, who’s hosting the Corndogs and Underdogs podcast.
Some of you reading this will be quick to point out that the iTunes charts can be easily manipulated. That’s true. They can. Which begs the question, why aren’t sports radio stations doing it then? Whether the system is imperfect or not, it’s where legions of sports fans turn to find podcasts, and advertisers judge whether or not you’re easily discovered there. If your content isn’t located under the category it’s built for on the first page, let alone the first three, good luck commanding larger dollars.
It left me wondering, if spending is expected to increase in the sports betting category, and major advertisers like DraftKings and FanDuel seek more of that content, especially digitally, why would they turn to a local sports radio station? They can find what they want on the national level, and thru popular sports digital brands, but local sports radio stations with their strong social followings, and 13-18 hours per day to promote content don’t deliver enough unique content or buzz on the subject matter.
If you’re inside of a sports radio station today, one of the most important conversations that should be taking place frequently between management and on-air talent should be about owning the sports betting space across multiple platforms. By the way, that doesn’t mean picking a part-time staff member and having them do a 30-minute podcast to say you’re present in the space. It means getting creative, and attacking the opportunity the same way you would a play by play partnership, or entering football season when you hire contributors for your main programs.
These are different times then before. When I programmed stations, I wasn’t a huge fan of sports betting content on the air. There were a lot of scammers looking to use the station’s airwaves to line their pockets, and although it may have been attractive to sales to add easy money for five minutes of garbage, I believed it was more important to put talent in a position to succeed, and respect the audience’s time.
But that was before legitimate people started creating content in the space, and before the supreme court granted authority to each state to decide their own fate. Fifteen years ago we looked at fantasy football content as a niche thing that wasn’t built for the mainstream, and now it’s a huge part of the American sports fan’s life. The same holds true with sports betting.
If there’s one major issue our business has it’s that we sometimes react too late. We’ve got to be thinking ahead and preparing ourselves to be a preferred destination when windfalls of cash become available, not walking in the door and promising to customize something after interest has picked up. Anyone can play the stock market afterwards, but it’s those who study trends, ask questions, and ultimately roll the dice who benefit the most.
Who’s your station’s go to expert on gambling? How are you elevating them across your shows, website, and social media channels? Are you hiring outside contributors or oddsmakers and building them up the same way you have ESPN, FOX or CBS NFL reporters? Do you have shows designed specifically for podcasting? Twitter? Instagram? Facebook? Have you asked the clients who have the most to gain in this space to share their ideas with you on how to create memorable content? What are you bringing to the table that isn’t available anywhere else?
If you solve those problems, I want you to ask yourself if you’re confident of your programming matching up with some of the other brands I mentioned earlier. If I walked into your building tomorrow as the buyer of DraftKings or FanDuel’s advertising, and I had seven figures to spend with one brand, could you convince me you had more to offer in this space than what those other groups have available?
This is what you’re going to be up against. Keep in mind, I’ve focused mostly on the audio part of this discussion. If I dove deep into each sports station’s social media video content and written pieces on the topic of sports betting I’d be terrified of what I’d find. It certainly wouldn’t measure up against the content being supplied by those other outlets. That points to an obvious opportunity for brands to explore partnerships with others who can bring things to the table that they can’t.
I consider this a critical conversation, and I’m thrilled that it’s going to be part of our agenda at the BSM Summit in Los Angeles in February. VSiN Chairman and co-founder Brian Musburger, Action Network Head of Media Chad Millman, and FanDuel President and COO Kip Levin have graciously agreed to spend time discussing the present and future of sports betting, lessons they’ve learned since entering the space, and what media brands can do to help themselves. 95.7 The Game morning man and Sharp 600 podcast host Joe Fortenbaugh will moderate the discussion.
Given what’s at stake from a monetization and interest standpoint, this is an area we can’t afford to miss the mark on. The reality right now is that the VSiN’s, Action Network’s, Barstool’s, Ringer’s, and Bleacher’s of the world know this space better and deliver better talent and content in it than local sports radio. So too do national brands like FOX, CBS and ESPN. If sports gambling is indeed the elixir that the sports format has been waiting for, then we’ve got to make sure we’re capable of matching up with the best that any other media brand can provide. If not, we’ll soon be waving goodbye to another lost opportunity, and this one could have grave consequences.
Would Local Radio Benefit From Hosting An Annual Upfront?
How many times have you heard this sentence uttered at conferences or in one of the trades; radio has to do a better job of telling its story. Sounds reasonable enough right? After all, your brands and companies stand a better chance of being more consumed and invested in the more that others know about them.
But what specifically about your brand’s story matters to those listening or spending money on it? Which outlets are you supposed to share that news with to grow your listenership and advertising? And who is telling the story? Is it someone who works for your company and has a motive to advance a professional agenda, or someone who’s independent and may point out a few holes in your strategy, execution, and results?
As professionals working in the media business, we’re supposed to be experts in the field of communications. But are we? We’re good at relaying news when it makes us look good or highlights a competitor coming up short. How do we respond though when the story isn’t told the we want it to? Better yet, how many times do sports/news talk brands relay information that isn’t tied to quarterly ratings, revenue or a new contract being signed? We like to celebrate the numbers that matter to us and our teams, but we don’t spend much time thinking about if those numbers matter to the right groups – the audience and the advertisers.
Having covered the sports and news media business for the past seven years, and published nearly eighteen thousand pieces of content, you’d be stunned if you saw how many nuggets of information get sent to us from industry folks looking for publicity vs. having to chase people down for details or read things on social media or listen to or watch shows to promote relevant material. Spoiler alert, most of what we produce comes from digging. There are a handful of outlets and PR folks who are great, and five or six PD’s who do an excellent job consistently promoting news or cool things associated with their brands and people. Some talent are good too at sharing content or tips that our website may have an interest in.
Whether I give the green light to publish the material or not, I appreciate that folks look for ways to keep their brands and shows on everyone’s radar. Brand leaders and marketing directors should be battling daily in my opinion for recognition anywhere and everywhere it’s available. If nobody is talking about your brand then you have to give them a reason to.
I’m writing this column today because I just spent a day in New York City at the Disney Upfront, which was attended by a few thousand advertising professionals. Though I’d have preferred a greater focus on ESPN than what was offered, I understand that a company the size of Disney with so many rich content offerings is going to have to condense things or they’d literally need a full week of Upfronts to cover it all. They’re also trying to reach buyers and advertising professionals who have interests in more than just sports.
What stood out to me while I was in attendance was how much detail went into putting on a show to inform, entertain, and engage advertising professionals. Disney understands the value of telling its story to the right crowd, and they rolled out the heavy hitters for it. There was a strong mix of stars, executives, promotion of upcoming shows, breaking news about network deals, access to the people responsible for bringing advertising to life, and of course, free drinks. It was easy for everyone in the room to gain an understanding of the company’s culture, vision, success, and plans to capture more market share.
As I sat in my seat, I wondered ‘why doesn’t radio do this on a local level‘? I’m not talking about entertaining clients in a suite, having a business dinner for a small group of clients or inviting business owners and agency reps to the office for a rollout of forthcoming plans. I’m talking about creating an annual event that showcases the power of a cluster, the stars who are connected to the company’s various brands, unveiling new shows, promotions and deals, and using the event as a driver to attract more business.
Too often I see our industry rely on things that have worked in the past. We assume that if it worked before there’s no need to reinvent the wheel for the client. Sometimes that’s even true. Maybe the advertiser likes to keep things simple and communicate by phone, email or in-person lunch meetings. Maybe a creative powerpoint presentation is all you need to get them to say yes. If it’s working and you feel that’s the best way forward to close business, continue with that approach. There’s more than one way to reach the finish line.
But I believe that most people like being exposed to fresh ideas, and given a peak behind the curtain. The word ‘new’ excites people. Why do you think Apple introduces a new iPhone each year or two. We lose sight sometimes of how important our brands and people are to those not inside the walls of our offices. We forget that whether a client spends ten thousand or ten million dollars per year with our company, they still like to be entertained. When you allow business people to feel the excitement associated with your brand’s upcoming events, see the presentations on a screen, and hear from and interact with the stars involved in it, you make them feel more special. I think you stand a better chance of closing deals and building stronger relationships that way.
Given that many local clusters have relationships with hotels, theaters, teams, restaurants, etc. there’s no reason you can’t find a central location, and put together an advertiser appreciation day that makes partners feel valued. You don’t have to rent out Pier 36 like Disney or secure the field at a baseball stadium to make a strong impression. We show listeners they’re valued regularly by giving away tickets, cash, fan appreciation parties, etc. and guess what, it works! Yes there are expenses involved putting on events, and no manager wants to hear about spending money without feeling confident they’ll generate a return on investment. That said, taking calculated risks is essential to growing a business. Every day that goes by where you operate with a ‘relying on the past’ mindset, and refuse to invest in growth opportunities, is one that leaves open the door for others to make sure your future is less promising.
There are likely a few examples of groups doing a smaller scaled version of what I’m suggesting. If you’re doing this already, I’d love to hear about it. Hit me up through email at JBarrett@sportsradiopd.com. By and large though, I don’t see a lot of must-see, must-discuss events like this created that lead to a surplus of press, increased relationships, and most importantly, increased sales. Yet it can be done. Judging from some of the feedback I received yesterday talking to people in the room, it makes an impression, and it matters.
I don’t claim to know how many ad agency executives and buyers returned to the office from the Disney Upfront and reached out to sign new advertising deals with the company. What I am confident in is that Disney wouldn’t invest resources in creating this event nor would other national groups like NBC, FOX, CBS, WarnerMedia, etc. if they didn’t feel it was beneficial to their business. Rather than relying on ratings and revenue stories that serve our own interests, maybe we’d help ourselves more by allowing our partners and potential clients to experience what makes our brands special. It works with our listeners, and can work with advertisers too.
Takeaways From The NAB Show and Six Days in Las Vegas
“I’m certainly not afraid to be critical but my enthusiasm for the NAB Show was elevated this year.”
Six days on the road can sometimes be exhausting. Six days in Las Vegas, and it’s guaranteed. That was my world last week, as I along with more than fifty thousand people headed to sin city to take in the 2022 NAB Show.
The event didn’t draw as many as it had in the past, but after two years of inactivity due to the pandemic, it was good to be back. Judging from some of the vendors I talked to, the sessions I attended, and the feedback I received from folks I met with, though far from perfect, it was a solid return for an important event. Seeing people interact, celebrate others, and talk about ways to improve the business was a positive reminder of the world being closer to the normal of 2019 than the normal of 2020-2021. The only negative from the week, the consistent failure of Uber to appear in the right place at the right time. But that had zero to do with the NAB.
It feels like whenever I attend industry conferences, there are two different type of reviews that follow. Some writers attend the show and see the glass half full. Others see the glass half empty. I’m certainly not afraid to be critical but my enthusiasm was elevated this year. Maybe it was because BSM was a media partner or maybe it was due to the show not happening for years and just being happy to be among friends, peers, and clients and operate like normal. Either way, my glass was definitely half full.
For those who see events this way, it’s likely they’ll remember the numerous opportunities they had to create and reestablish relationships. They’ll also recall the access to different speakers, sessions, products, and the excellent research shared with those in attendance. The great work done by the BFOA to recognize industry difference makers during their Wednesday breakfast was another positive experience, as was the Sunday night industry gathering at The Mayfair Supper Club.
Included in the conference were sessions with a number of industry leaders. Radio CEO’s took the stage to point out the industry’s wins and growth, credit their employees, and call out audio competitors, big tech, and advertisers for not spending more with the industry. When David Field, Bob Pittman, Ginny Morris and Caroline Beasley speak, people listen. Though their companies operate differently, hearing them share their views on the state of the business is important. I always learn something new when they address the room.
But though a lot of ground gets covered during these interviews, there are a few issues that don’t get talked about enough. For instance, ineffective measurement remains a big problem for the radio business. Things like this shouldn’t happen, but they do. NBC and WarnerMedia took bold steps to address problems with TV measurement. Does radio have the courage to take a similar risk? That’s an area I’d like to see addressed more by higher ups.
I can’t help but wonder how much money we lose from this issue. Companies spend millions for a ratings service that delivers subpar results, and the accountability that follows is often maddening. Given the data we have access to digitally, it’s stunning that radio’s report card for over the air listening is determined by outdated technology. And if we’re going to tell folks that wearables are the missing ingredient for addressing this problem, don’t be shocked if the press that follows is largely negative. The industry and its advertising partners deserve better. So too do the reps at Nielsen who have to absorb the hits, and make the most of a tough situation.
Speaking of advertising, this is another one of those critical areas that deserves another point of view. Case in point, I talked to a few ad agency professionals at the show. Similar to what I’ve heard before, they’re tired of hearing radio leaders blame them for the industry’s present position. This has been a hot button topic with executives for years. I often wonder, do we help or hurt ourselves by publicly calling out advertisers and ad agencies? How would you feel if you ran an agency which spent millions on the industry and were told ‘you don’t do enough’? I’m a champion of radio/audio, and am bullish on spoken word’s ability to deliver results for clients, but having attended these shows for nearly seven years, it might be time for a new approach and message. Or maybe it’s time to put one of our CEO’s with one of theirs and have a bigger discussion. Just a thought.
Of the sessions that I attended, I thought Erica Farber’s ‘What Business Are You In?’ was excellent. I especially liked Taja Graham’s presentation on ‘Sharing Your Truth’. I also appreciated Eric Bischoff’s tips on ways to monetize podcasts, and am curious to see how Amazon’s AMP develops moving forward. My favorite session at the show though was “A GPS Session For Your Station’s Car Radio Strategy” led by Fred Jacobs. The insight shared by Joe D’Angelo of Xperi and Steve Newberry & Suzy Schultz of Quu was outstanding. Keeping the car companies on our side is vital to our survival, and how we position ourselves on the dashboard can’t be ignored. Other tech companies and audio operators take it seriously. We must too.
Sessions aside, it was great to check out the VSiN and Blue Wire studios, connect with a bunch of CEO’s, GM’s and Market Manager’s, and visit with Kevin Jones, Joe Fortenbaugh, Jeremiah Crowe, Jon Goulet, Bill Adee, Q Myers, Mike Golic Jr. and Stormy Buonantony. The NFL’s setup for the Draft, and the light show presented at the Bellagio was without a doubt spectacular, plus Stephanie had a chance to say hello to Raiders owner Mark Davis who was inside the back room of a Westgate restaurant where we were having a business lunch meeting. The personal tour we received at the Wynn showed off some of the best suites I’ve seen in Las Vegas, and I was finally able to witness Circa’s Stadium Swim in person, and meet owner Derek Stevens (heck of a suit game). What an outstanding hotel and casino.
Altogether, it was a productive trip. As someone who knows all about building and executing a conference, I appreciate the work that goes into pulling it off. This event is massive, and I have no idea how the NAB makes it happen so flawlessly. This was the first time my head of sales, Stephanie Eads, got to attend the show. She loved it. Our only negative, going back and forth between convention halls can get exhausting. Wisely, Stephanie and Guaranty Media CEO Flynn Foster took advantage of the underground Tesla ride to move from the North hall to the West hall. I wasn’t as bright. If that’s the worst part of the experience though, that’s pretty solid. I look forward to returning in 2023, and attending the NAB’s NYC show this fall.
You’ve likely seen posts from BSM/BNM on Facebook, Twitter and LinkedIn promoting a number of open positions. I’m adding crew to help us pump out more content, and that means we need more editors, news writers, features reporter’s and columnists. If you’re currently involved or previously worked in the industry and love to write about it, send a resume and few writing samples by email to JBarrett@sportsradiopd.com.
With that said, I’m excited to announce the addition of Ryan Brown as a weekly columnist for BSM. Ryan is part of ‘The Next Round’ in Birmingham, Alabama, which previously broadcast on WJOX as JOX Roundtable. The show left the terrestrial world in June 2021 to operate as its own entity. Ryan’s knowledge and opinions should provide a boost to the site, and I’m looking forward to featuring his columns every Tuesday. Keep an eye out for it tomorrow, and if you want to check out the guest piece he previously wrote for us, click here.
Demetri Ravanos and I have talked to a lot of people over the past month. More additions will be revealed soon. As always, thanks for the continued support of BSM and BNM.
Six New Contributors Join Barrett Media
“These latest additions will make our product better. Now the challenge is finding others to help us continue growing.”
Building a brand starts with a vision. Once that vision is defined, you identify the people who fit what you’re creating, lay out the game plan, and turn them loose to execute. If the product you’re creating is original, fills a gap in the marketplace, and the work turned in by your team is consistently excellent and promoted in the right locations, more times than not you’ll build an audience.
As you grow, the focus turns to studying what your audience wants, needs, and expects from your brand. Certain things you expect to be big turn out small, and the things you saw limited upside in create opportunities you never saw coming. It’s critical to be open minded and ready to pivot while also examining where and when people consume your product, which pieces of content do and don’t matter, and then use that information to direct your team to give folks more of what they value and less of what they don’t. Team members should want that feedback too. It tells them what is and isn’t worth spending their time on.
As I lay all of that out it may sound like I’m talking about a radio station or television operation. These are the things programmers do frequently to make sure the talent, shows, and brand is satisfying the expectations of an audience. But what I’m actually referring to is the brand you’ve made a choice to click on to read this column, Barrett Media.
I’ve mentioned many times on this website how I started this operation by myself, and didn’t expect to have a team of writers involved in it. I was focused on consulting sports stations, sharing my programming views on this website, and as I cranked out content consistently, I discovered others loved the business like I did and had a desire to share their insights too. Rather than sticking to my original plan, I pivoted and increased our content offerings. In return, the audience grew, clients grew, and it’s led this brand to grow beyond my expectations. Now we cover sports AND news media, we run an annual conference, feature a membership program, create podcasts, deliver a daily 8@8 and three times per week BNM Rundown newsletter, and work with various brands and companies across the broadcasting industry. I’m extremely fortunate to be in this position and don’t take it for granted.
But with growth comes change. We’ve been blessed to have a lot of talented people contribute to this site over the years, and as they produce quality work, and others across the industry recognize it, they earn interest for their services. That then leads to some having to sign off for bigger opportunities. I see that as a great positive for the brand. Would it be nice to have more consistency and keep a crew together for years? Of course. I know it’d make Demetri’s life a lot easier. If we’re losing people for the right reasons though, and they’re landing opportunities that help them advance their careers, I’m going to be happy for their success, and trust that we’ll find others to keep us moving forward. The success of our team helps make what we do more attractive to others because it shows that if you do good consistent work here, you can put yourself in a position to attract attention.
Over the past two months, I have challenged Demetri Ravanos to invest more time talking to people about writing for us. Expanding our Barrett News Media roster is a priority. So too is adding quality people to help us improve Barrett Sports Media. BSM has had just under seven years to earn trust with readers. BNM has had less than two. We’ve put out ads on our website and newsletters, social posts, an ad on Indeed, and we’ve reached out directly to people who we’ve felt may be able to add something interesting to our brand. Most of my time is spent listening to stations and talking with clients, but my eyes are always roaming looking for content, and my mind is always thinking about what we can create next to make an impact.
I don’t judge our brand’s success based on clicks, shares, breaking news before other outlets or showing up in the top three listings on Google. I care more effort accuracy, timeliness, passion, consistency, storytelling, insight, and being fair and non-agenda driven. We’ve found our niche being able to tell stories about broadcasting professionals, relaying news, and offering expert knowledge to serve those involved in the broadcasting industry. If we continue to excel doing those things consistently, I’m confident our audience will reward us by reading and sharing more of our content. It’s why we never stop recruiting to keep things fresh.
Having said that, I am excited today to reveal six new additions to the Barrett Media staff. Peter Schwartz is a name and voice many in New York sports radio circles are familiar with. Peter has spent three decades working with various outlets and I’m thrilled to have him writing weekly feature stories for us. Brady Farkas is a talented host and former programmer who now works for WDEV in Burlington, VT. Karl Schoening is a play by play broadcaster who has worked in San Antonio sports radio and has had the added benefit of learning the industry from his talented father Bill who calls Spurs games. Each of them will produce bi-weekly feature stories for the brand. Jason Ence is in Louisville and has written about sports betting for Twin Spires while also working for ESPN 680. He’ll be writing sports betting content for us on a weekly basis. Jasper Jones will help us by adding news stories on Friday’s. He’s presently in Philadelphia learning the business working for Audacy. Last but not least, veteran author, Brewers writer, and former radio professional Jim Cryns comes on board to help us with features on news media professionals.
These six additions make us stronger, and I’m excited to have them join the team to help us add more quality content to the website. That said, we’re not done yet. Demetri and I are still talking with others and I expect to make a few more additions in the weeks ahead. As I said earlier, we want to improve the news media side of our operation and continue adding people to help us make a bigger dent in the sports media space. Broadcast companies invest in us to help them, and I believe it’s important to invest back.
If you’ve programmed, hosted a top rated show, worked in measurement, led a cluster as a GM, sold advertising, represented talent or have worked in digital and feel you have knowledge to share, reach out. I can’t promise we’ll have room but we’re always willing to listen. I’m not worried about whether or not you’ve written for professional publications. Passion, experience and unique insights matter much more than a resume or journalism degree.
I appreciate everyone who takes time to read our content, like and share it on social, and all involved with this brand who help bring it to life each day. The latest additions of Schwartz, Farkas, Schoening, Ence, Jones and Cryns will make our product better. Now the challenge is finding others to help us continue growing.