Connect with us

BSM Writers

Mo Egger Can Get 3 Hours Out Of Joey Votto’s Paycheck

“Cincinnati is a very parochial town. Sports talk radio, as you know, is very local, but maybe here even more so. It really has to transcend if it happens outside the 275 loop or we’re probably not going to talk about it.”

Demetri Ravanos

Published

on

Getting to know Mo Egger is a testament to what a small world radio is. Mo got his start producing Jim Scott’s morning show at WLW in Cincinnati. Jim’s son, Scott Fitzgerald (obviously not his real name) has been one of my very best friends in this industry for the better part of a decade. I didn’t know this before I picked up the phone to call Mo, but at the end of our conversation we started swapping stories about this family we both have an emotional connection to.

In his radio career, Mo has moved up at iHeartMedia’s Cincinnati office. He has never moved out, and he doesn’t have any plans to either.

Like so many of his listeners, Mo Egger was born in Cincinnati and he plans to stay in Cincinnati. The Reds and Bengals unite the town’s sports fans, while the Buckeyes, Bearcats, Muskateers, Wildcats, and maybe half a dozen other college teams divide it.

My conversation with ESPN 1530’s afternoon host touched on legendary Reds broadcaster Marty Brennaman’s final season behind a microphone, Mo’s sensitivity to local college basketball fans, how we have each screwed up our kids, and the finer details of making and eating authentic Cincinnati chili.

Demetri: Why do you you think there is no competition for you guys in Cincinnati? I know there are multiple sports stations in the market, but they’re all in your building, right?

Mo: Yeah. It is just sort of the way ownership in the market played out. We happen to own all of the AM sticks here that matter.

When I was in high school and college there was a company called AM/FM I think. They had a sports talk radio station that was really quite good. We actually ended up hiring a lot of their guys. One of them is still with us.

They were on the air from 1994 until like 2000 or 2001. They had a morning show, a mid day show, and an afternoon show. They took the Bengals rights for a while. Then just the way things went down with regulation in the 90s, that station ended up folding.

Then across town Radio One launched a station in 2012.

D: This was the CBS Sports Radio affiliate right? If I remember, weren’t they all national shows?

M: No. They had a local morning show and a local afternoon show. The problem against us is we have the rights to everything. We have the Reds, Bengals, UC (University of Cincinnati), and Xavier. The problem in a market like this is that it’s hard when you can’t get rights to anything.

It’s a weird market. I am on ESPN 1530. WLW is literally two doors down, and a lot of what we do is programmed not to compete with them, but to offset or supplement them. If you want to do sports talk radio, there’s really only one place to go.

D: Does the average sports fan in Cincinnati value the play-by-play more than hosts and shows?

M: Yeah. Maybe. It’s a baseball-centric town and the sport you most connect to radio is baseball. And we’ve always had iconic broadcasters doing baseball in this town, so that branding has always meant so much.

It’s funny, whenever I hear people talk about apathy for the Reds, they can still recite what Marty Brennaman said the night before. It may be a little less so for the NFL because that is such a TV sport. Plus, when you have the rights you have access to Marty and to the Bengals guys and you have a larger degree of access to the teams themselves, which helps the programming.

The Reds are so unique because, he’s retiring this year, but Marty doing a Reds game is almost like another talk show. He is so opinionated. It’s always been interested to me how he kinda sets the tone for what so many people say and think. Not many people have done this the way he does and have a voice that is so authoritative. It’s what makes the broadcast so unique.

today's sports news headlines

D: How much do Reds fans care about that story? The team isn’t competitive this year. Is who will replace Marty Brennaman a subject on your show?

M: I don’t think people care who replaces Marty. I think whoever replaces Marty, people will just complain about him.

Cincinnati is a very parochial town. Sports talk radio, as you know, is very local, but maybe here even more so. It really has to transcend if it happens outside the 275 loop or we’re probably not going to talk about it.

We’ve had a lot of coaching changes here over the last couple of years. Maybe it’s like this everywhere, but the Reds need a new manager and everyone just mentions their favorite former Red. The Bengals need a new head coach and everyone just mentions their favorite former Bengal. There are a lot of folks that consider themselves die hard Reds fans that probably can’t name five other local baseball broadcasters, because they just aren’t paying attention.

They’re using a guy from their Double-A team on broadcasts this year named Tommy Thrall.

D: This is the kid from Pensacola, right?

M: Yeah. I think they are doing the smart thing. They’ve had him work some games with Marty. He is doing their postgame show. I think they’re working him in and saying “here’s our guy” so that when the torch is passed to him the listeners will accept it, but when it was announced, no one knew who he was.

Image may contain: 2 people, people smiling, people sitting and screen

Those are obviously big shoes to fill. If you ask most Reds fans who should take Marty’s place they would say “I don’t know. Thom Brennaman?” or “Why not have Jeff Brantley do the games?”. I don’t think most listeners could really give you a bunch of qualified candidates.

D: So it’s the Dietrich story then that is the obsession night in and night out?

M: Oh yeah. It’s been interesting, because this team has been entertaining and they have had so many of these kinds of personalities. Cincinnati is the world’s biggest small town, but when these big personalities show up, people just embrace them. It makes us feel like “We’re New York! We’re cosmopolitan! We’re cool!”.

I think Derek Dietrich has done that. I think Yasiel Puig has done that. Nobody did that better than Chad Johnson. They just made people not only feel good about Cincinnati but like Cincinnati is cool.

I also think that has framed how people view the team. As we’re talking they’re 27-32. They haven’t been above .500 since opening day. The franchise itself hasn’t advanced in the postseason since 1995, but right now no one wants to hear that because of Derek Dietrich and Yasiel Puig. This team has a certain personality that has hooked people.

Now, you haven’t necessarily seen that translated into ticket sales. That is such an uphill battle for this team that it will take more than a Derek Dietrich to sell some tickets, but they’ve really changed the conversation around here. It’s been fun to talk about something besides “Why can’t they win?” or “Who are they going to trade?”.

D: Maybe I’m wrong here, but it seems like the Reds have had that situation a lot since like 2010. Maybe the team is not good, but there is one exciting player that you don’t want to miss the highlights from whether it is Joey Votto or Johnny Cueto or now Derek Dietrich.

M: Well Votto is always that guy. He’s been the best player for like a decade. You talked about 2010. No one saw that team coming. They won 90+ games. I cannot remember anything that galvanized Reds vans like that year when he initially didn’t make the All-Star team.

Image result for joey votto

People were pissed. They took that personally. We had the league leader in OPS and he didn’t make the All-Star team? If he was playing for the Yankees or the Cubs or the Mets you can’t tell me he isn’t a shoo in!

The one thing we aren’t used to here is someone making $236 million. Money always changes relationships. We’ve gotten a lot of milage out of that topic. I think it greatly changed the relationship between Joey and this city. Plus, the sport has changed over the last 20 years. It’s more analytically driven and he has been at the epicenter of that.

In 2013 he was in the top 10 I counted in like 19 different offensive categories. I could still do three hours everyday on “Joey Votto is overrated because he doesn’t have enough RBI.” I could say “Yeah, but he leads in on-base percentage, plus they have two other guys with 100 RBI and its largely because of Joey Votto.” No one wanted to have that conversation.

He put together seven straight MVP calibre seasons, with the exception of 2014 when he was hurt, and yet he was the most polarizing guy. I can’t name a whole of other cities where the guy that was clearly the best player was the most polarizing guy. There was just this time where you could not have a conversation about Joey Votto without people mentioning what he was making. That’s interesting to me.

It’s maybe predictable. There’s just been no one like him, and he’s not going away. He’ll be here for the next four years, and he’s still making a lot of money and from a pure baseball standpoint, the numbers aren’t what they have been in the past.

D: What about when you switch over to college sports? What is fandom like in Cincinnati, because Ohio State is this big national brand, but I get the impression that Cincinnati is more of a college basketball town, and when it comes to college basketball, you have two much better teams right there in the city.

M: It’s funny. I try to approach my show knowing I’m a fan. I’m a UC basketball fan. I’m a UC football fan. I grew up a fan of those teams.

The first thing I try to do is say “Okay, if I’m going to talk about the Bearcats, I need to be able to do it in a way that I am not going to lose the Xavier fan, the Ohio State fan, the Kentucky fan, the Dayton fan, the Louisville fan, the Indiana fan, and that’s hard to do. It’s particularly hard when there is a coaching change or any major topic that is specific to one school. I’m really cognizant of that.

I get pushback all the time. “Boy, your show is a three hour UC lovefest,” but I really go out of my way. If we are going to have someone on talking about UC basketball during the season, I am going to make sure we have someone on later talking about Xavier basketball, because I am really sensitive to the perception that you are unfair to one school because you love the other.

Image result for xavier cincinnati crosstown shootout

Whenever you’re doing college sports in this market, you have to frame things in a way that at least keeps fans of other programs there. You also have to go out of your way to make sure you’re talking about every program objectively and fairly. I don’t pride myself on much, but I have a good relationship with Xavier University. We have their coaches on and we do plenty of topics. We talk about them fairly.

I go back to Cincinnati being very parochial. If I talk about Kentucky basketball, who by the way, we carry their games, I will inevitably get a call. “Why is a Cincinnati station talking about Kentucky basketball? They’re 90 miles away.” Well, it matters to a lot of people in my audience, and I’m always going to serve my audience.

Most times you are going to try to make those topics broad enough to appeal to everybody, but sometimes they are big stories for just one school. A few years ago Ohio State played for the national title in the first College Football Playoff. It used to be they played a BCS game. The run up to it was Christmas and you might not be on the air so then it would just kind of happen. Well, this time you had a College Football Playoff game and then the title game. It lapsed into the new year. Then you had Cardale Jones and the whole quarterback situation. It was a unique situation and it mattered to a large chunk of my audience.

I would still hear from UC people. “Why are we spending so much time on Ohio State?” and it’s like “Look, if UC is playing for a national title, we’ll be there. Ohio State is playing for a national title. That’s not my fault. It matters to a lot of my audience. We’re going to talk about it.”

I think, if nothing else, over time you try to establish enough equity and trust with the audience that they get it. If Mo is talking Kentucky basketball it is because something major is happening, and if they stick around, we will get back to the Bengals or the Reds or UC.

D: You’ve got a pretty young kid, right?

M: I have a 2-year-old.

Image result for mo egger daughter

D: Do you ever wonder about the psychological effects of having a dad in sports talk radio?

M: (Laughing) I wonder about the psychological effects of having me for a dad.

D: (Laughing) My kids are older. They are 9 & 7, but I do sometimes wonder what effect it has, and granted I am not on the air everyday right now, but when I was I would wonder what sort of effect it has on them to turn on the radio and hear someone calling their dad an idiot.

M: Well, her mom does that, so she’s used to it. I’ve never really thought about it from that point of view.

D: Well, you’re welcome for keeping you up tonight.

M: (Laughing) Well, to me I would also worry about the psychological impact of her dad not having a job, so I am glad I don’t have to do that. One thing I do think about, you know this, any host has to be relatable. A large chunk of my audience has kids, so naturally I introduce that into the conversation without her getting shit for it.

I don’t want her feeling like she has no privacy. My life can be an open book, but she didn’t ask for that. I definitely have thought about that, but as for the psychological impact, I could be driving a truck and I would still worry about my psychological impact on her.

D: Speaking of your relatability, I would imagine a huge chunk of the audience grew up in Cincinnati just like you and are now raising their kids there.

M: Oh sure.

D: Is it a “I was born here and so I will die here” kind of place, or do you have a lot of transplants coming in from other cities?

M: It’s mostly insular. I will hear from people that moved here from St. Louis or Pittsburgh. I always enjoy hearing from people that left here but still make time to listen to the show or catch the podcast. It makes me feel good when people tell me the show is a connection to home.

We got a call a couple of weeks ago from a guy who was a Cardinals fan and he grew up in Illinois and then he moved here. He said “Hey, I like your show” and then went on and made whatever point.

I think that’s need. Maybe you aren’t talking about something that matters to them, but I always think it is cool when people embrace whatever their new town is all about.

Let’s face it. It’s 2019. It’s easy for that guy to keep listening to whatever he was listening to before he came here, but he chooses to listen to us. That tells me that what we are doing is at least interesting enough to keep somebody or get someone who maybe isn’t interested in the subject matter. That’s flattering.

Even within the town it’s an insular town. It is segmented between the East Side and the West Side. Then there is Northern Kentucky. It’s the world’s biggest small town. Whenever people what school you went to, they aren’t talking about college. They want to know what high school you went to.

Image result for cincinnati the wall cartoon

D: When someone that didn’t grow up in Cincinnati or at least doesn’t have a strong connection to the teams tells you they still love the show, do you consider that a personal compliment or is that a tribute to topic selection?

M: Oh, maybe a little bit of both. I certainly don’t think it is because they like me. I mean, why would you?

Look, when you move somewhere eventually you will be interested in what is happening there. You’ll be interested in civic matters or local politics. Chances are your new friends and co-workers will be into the local teams.

We moved away for a while when I was a kid. My dad was still a Reds and Bengals fan even though we were living in New Jersey, but he would still listen to New York sports radio and he has opinions about the Jets and Giants. He cared even though he didn’t root for those teams.

I do think on some level you have to connect with them. You have to be entertaining enough to get someone to sit through hours and hours of Reds and Bengals when maybe they are into other teams. It does make me feel good to hear from those folks.

D: So just how insular is the Cincinnati fandom? Were people there into LeBron coming back to Cleveland because it was still an Ohio story or did you treat it like “that’s a Cleveland story and my listeners don’t care”?

M: I think that was big enough that we could do it.

D: What about the Blue Jackets’ run in the playoffs this year?

M: That one is interesting. You can obviously find pockets of Blue Jackets fans. They have been a perennial playoff team and they won a series this year, so I think you had folks who didn’t have a hockey team that were like “There’s a team a 100 miles from here? Fine, let’s root for them.”

I think a lot of sports fans over the last…however long they’ve been around, have gone up to a game, and it’s a great experience. Because of that, they may not be hardcore hockey fans, but they’ll say “Well, I went to a Jackets game and had a good time, so they’re my team”. Then when they are playing important playoff games maybe those folks are a little more likely to watch.

Image result for blue jackets sweep

You know though, what happens here is we are four hours from Pittsburgh and about four hours from Detroit. When the Blue Jackets came to town it took them forever to be good. Meanwhile the Red Wings and Penguins are winning Stanley Cups. The people that were into hockey before 2000 they already had a team. Chances are that team was either Detroit or Pittsburgh, and for the most part those teams gave their fans in Cincinnati little reason to jump ship.

I had John Tortorella on. That was really good. During the playoffs we had their play-by-play guy on, not before every game but there’s certainly enough of a market that it made sense to do some guest driven segments.

D: What kind of support staff do you have for your show? Between doing a show, writing for The Athletic, and doing your occasional TV work I would imagine you need all the help you can get in show prep in order to have a personal life.

M: I need help just getting out of bed.

I’ve actually been really lucky. In our building, I’ve always had the best producer. I think the reason is I did that job. I really understand how important what a producer does is to making a show great. Every producer I’ve had I’ve sat down with and said “Look, these are my expectations and my expectations are high, because I did that job.”

Maybe I wasn’t the world’s greatest, but I understood how a fully invested and engaged, creative producer can help a show. I ask them to do a lot, but I never ask them to do anything I wasn’t asked to do.

From 2009 through the end of last year I only had two different people. That is great consistency. The guy I had has moved on to Cleveland and now I am working someone new in. That can take some time, but I really value that job.

I wish more people in our business valued that job. As an industry, I wish we did a better job of cultivating producers and giving them an idea of what is expected and how rewarding the job can be and what a jumping off point that job can be. I rely on that position.

Sometimes it becomes a little bit of a crutch. When we do go through a change, there is a moment of “holy crap!” and you realize all the things that the guy that just left did for you. Now you have to get the new person conditioned to do all of that. That’s when I start to have a little bit of inner dialogue with myself about “am I being a little too reliant on the producer?”.

It’s a job I put a lot of value in. Every producer I’ve ever had, I always tell them to come with ideas. What is weird now is we’re kind of having the first generation of guys come into this job that didn’t grow up listening to the radio.

When I was a producer at WLW, I was 20 and I had grown up listening to that radio station. I was put on the morning show I grew up listening to, so I knew what it was supposed to sound like. I grew up listening to talk radio, and I got it. Now, nothing against these kids now, they just haven’t grown up listening to a radio station.

D: I was a producer before I started hosting as well. I always debate with PDs about what makes a good producer. My argument is you can build a rolodex. There is no substitute for drive and creativity. I think that can be found in the guys that want to eventually be hosts, and I wonder if these kids that grew up not listening to the radio can give the medium the kick in the ass it needs sometimes to compete with the plethora of other entertainment options that are available in your car or on your phone.

Image result for in car entertainment options

M: Oh, there’s validity to that. I have this conversation with every producer I have ever had, again that is not a lot of them, but it’s “Chances are you are listening to stuff I’m not listening to and consuming stuff I’m not. So bring ideas from that. Use those options and see what ideas you get that fit what we are trying to do.”

I think there’s value there, but you do need basic radio fundamentals. Radio is real time. Podcasts aren’t. So you do need to get people that understand this is happening right now and this is what you have to do.

I am with you in the sense that it helps an industry that is trying to evolve and adapt to have people who’s backgrounds aren’t entirely radio. At the same time, it helps to have people that get how it’s supposed to work. That way you can take what has worked and modernize it based on these other things outside our sphere.

Another thing I agree with you is, my last producer wanted to be a host. The person I was with before him didn’t want to host. She wanted to be a sideline reporter and is doing that for FC Cincinnati now. I think there is a difference between “I want to be on the air” and “I want your job,” because I have seen that one. I have seen the producer sitting on the other side of the glass and stewing, thinking “God! I am better than this guy!”. I want someone with aspirations higher than guest booking, but that version of it? That’s not productive.

D: What is the deal with you people and chili on spaghetti?

M: (Laughing) It’s the best!

D: Bullshit!

M: I will admit that it is an acquired taste. I was walking downtown. I used to live there about four years ago. The Washington Nationals were in town. I’m going to meet a buddy to go to a game and I decided to stop in at Skyline Chili.

Image result for skyline chili

I sit down at the counter next to this couple from Maryland. They’re there to see the Nationals. The guy tells me the concierge at their hotel told them they had to check out Skyline. So I say I can help walk them through the menu and tell them what to order. They take one taste and look at me like I have three heads.

It is really, really an acquired taste, but there aren’t a lot of people in Cincinnati that don’t love it. I prefer a coney. That’s a small hot dog with the chili on it as opposed to the 3 way, which is what you’re talking about, but man, just talking about it has made me hungry.

I’m a big Cincinnati chili guy. I understand how that is viewed by outsiders, because it is very specific to this part of the country.

D: To see it on any sort of travel show, the chili does not look unlike the meat sauce my mom used to make with spaghetti, but for whatever reason the mental image of a kidney bean on top of spaghetti grosses me out.

M: Cincinnati chili is almost like a soup. People from other parts of the country think of chili and they picture something really chunky. They think of huge meaty chili. That’s not us.

The beef in Cincinnati chili is cut down really fine. It is almost like a sauce. It really is. It’s good. At least, I think it is.

D: I say this as someone that grew up on the Gulf Coast, sucking the brains out of crawfish heads, you guys eat some gross stuff up there.

Image result for crawfish suck heads

M: (Laughing) Fair enough.

BSM Writers

Being Wrong On-Air Isn’t A Bad Thing

…if you feel yourself getting uncomfortable over the fact that you were wrong, stop to realize that’s your pride talking. Your ego. And if people call you out for being wrong, it’s actually a good sign.

Published

on

WRONG BAD

In the press conference after the Warriors won their fourth NBA title in eight years, Steph Curry referenced a very specific gesture from a very specific episode of Get Up that aired in August 2021.

“Clearly remember some experts and talking heads putting up the big zero,” Curry said, then holding up a hollowed fist to one eye, looking through it as if it were a telescope.

“How many championships we would have going forward because of everything we went through.”

Yep, Kendrick Perkins and Domonique Foxworth each predicted the Warriors wouldn’t win a single title over the course of the four-year extension Curry had just signed. The Warriors won the NBA title and guess what? Curry gets to gloat.

The funny part to me was the people who felt Perkins or Foxworth should be mad or embarrassed. Why? Because they were wrong?

That’s part of the game. If you’re a host or analyst who is never wrong in a prediction, it’s more likely that you’re excruciatingly boring than exceedingly smart. Being wrong is not necessarily fun, but it’s not a bad thing in this business.

You shouldn’t try to be wrong, but you shouldn’t be afraid of it, either. And if you are wrong, own it. Hold your L as I’ve heard the kids say. Don’t try to minimize it or explain it or try to point out how many other people are wrong, too. Do what Kendrick Perkins did on Get Up the day after the Warriors won the title.

“When they go on to win it, guess what?” He said, sitting next to Mike Greenberg. “You have to eat that.”

Do not do what Perkins did later that morning on First Take.

Perkins: “I come on here and it’s cool, right? Y’all can pull up Perk receipts and things to that nature. And then you give other people a pass like J-Will.”

Jason Williams: “I don’t get passes on this show.”

Perkins: “You had to, you had a receipt, too, because me and you both picked the Memphis Grizzlies to beat the Golden State Warriors, but I’m OK with that. I’m OK with that. Go ahead Stephen A. I know you’re about to have fun and do your thing. Go ahead.”

Stephen A. Smith: “First of all, I’m going to get serious for a second with the both of you, especially you, Perk, and I want to tell you something right now. Let me throw myself on Front Street, we can sit up there and make fun of me. You know how many damn Finals predictions I got wrong? I don’t give a damn. I mean, I got a whole bunch of them wrong. Ain’t no reason to come on the air and defend yourself. Perk, listen man. You were wrong. And we making fun, and Steph Curry making fun of you. You laugh at that my brother. He got you today. That’s all. He got you today.”

It’s absolutely great advice, and if you feel yourself getting uncomfortable over the fact that you were wrong, stop to realize that’s your pride talking. Your ego. And if people call you out for being wrong, it’s actually a good sign. It means they’re not just listening, but holding on to what you say. You matter. Don’t ruin that by getting defensive and testy.

WORTH EVERY PENNY

I did a double-take when I saw Chris Russo’s list of the greatest QB-TE combinations ever on Wednesday and this was before I ever got to Tom Brady-to-Rob Gronkowski listed at No. 5. It was actually No. 4 that stopped me cold: Starr-Kramer.

My first thought: Jerry Kramer didn’t play tight end.

My second thought: I must be unaware of this really good tight end from the Lombardi-era Packers.

After further review, I don’t think that’s necessarily true, either. Ron Kramer did play for the Lombardi-era Packers, and he was a good player. He caught 14 scoring passes in a three-year stretch where he really mattered, but he failed to catch a single touchdown pass in six of the 10 NFL seasons he played. He was named first-team All-Pro once and finished his career with 229 receptions.

Now this is not the only reason that this is an absolutely terrible list. It is the most egregious, however. Bart Starr and Kramer are not among the 25 top QB-TE combinations in NFL history let alone the top five. And if you’re to believe Russo’s list, eighty percent of the top tandems played in the NFL in the 30-year window from 1958 to 1987 with only one tandem from the past 30 years meriting inclusion when this is the era in which tight end production has steadily climbed.

Then I found out that Russo is making $10,000 per appearance on “First Take.”

My first thought: You don’t have to pay that much to get a 60-something white guy to grossly exaggerate how great stuff used to be.

My second thought: That might be the best $10,000 ESPN has ever spent.

Once a week, Russo comes on and draws a reaction out of a younger demographic by playing a good-natured version of Dana Carvey’s Grumpy Old Man. Russo groans to JJ Redick about the lack of fundamental basketball skills in today’s game or he proclaims the majesty of a tight end-quarterback pairing that was among the top five in its decade, but doesn’t sniff the top five of all-time.

And guess what? It works. Redick rolls his eyes, asks Russo which game he’s watching, and on Wednesday he got me to spend a good 25 minutes looking up statistics for some Packers tight end I’d never heard of. Not satisfied with that, I then moved on to determine Russo’s biggest omission from the list, which I’ve concluded is Philip Rivers and Antonio Gates, who connected for 89 touchdowns over 15 seasons, which is only 73 more touchdowns than Kramer scored in his career. John Elway and Shannon Sharpe should be on there, too.

Continue Reading

BSM Writers

Money Isn’t The Key Reason Why Sellers Sell Sports Radio

I started selling sports radio because I enjoyed working with clients who loved sports, our station, and wanted to reach fans with our commercials and promotions.

Jeff Caves

Published

on

Radio Sales

A radio salesperson’s value being purely tied to money is overrated to me. Our managers all believe that our main motivation for selling radio is to make more money. They see no problem in asking us to sell more in various ways because it increases our paycheck. We are offered more money to sell digital, NTR, to sell another station in the cluster, weekend remotes, new direct business, or via the phone in 8 hours. 

But is that why you sell sports radio?

In 2022, the Top 10 highest paying sales jobs are all in technology. Not a media company among them. You could argue that if it were all about making money, we should quit and work in tech. Famous bank robber Willie Sutton was asked why he robbed twenty banks over twenty years. He reportedly said,” that’s where the money is”. Sutton is the classic example of a person who wanted what money could provide and was willing to do whatever it took to get it, BUT he also admitted he liked robbing banks and felt alive. So, Sutton didn’t do it just for the money.

A salesperson’s relationship with money and prestige is also at the center of the play Death of a Salesman. Willy Loman is an aging and failing salesman who decides he is worth more dead than alive and kills himself in an auto accident giving his family the death benefit from his life insurance policy. Loman wasn’t working for the money. He wanted the prestige of what money could buy for himself and his family. 

Recently, I met a woman who spent twelve years selling radio from 1999-2011. I asked her why she left her senior sales job. She said she didn’t like the changes in the industry. Consolidation was at its peak, and most salespeople were asked to do more with less help. She described her radio sales job as one with “golden handcuffs”. The station paid her too much money to quit even though she hated the job. She finally quit. The job wasn’t worth the money to her.

I started selling sports radio because I enjoyed working with clients who loved sports, our station, and wanted to reach fans with our commercials and promotions. I never wanted to sell anything else and specifically enjoyed selling programming centered around reaching fans of Boise State University football. That’s it. Very similar to what Mark Glynn and his KJR staff experience when selling Kraken hockey and Huskies football.  

I never thought selling sports radio was the best way to make money. I just enjoyed the way I could make money. I focused on the process and what I enjoyed about the position—the freedom to come and go and set my schedule for the most part. I concentrated on annual contracts and clients who wanted to run radio commercials over the air to get more traffic and build their brand.

Most of my clients were local direct and listened to the station. Some other sales initiatives had steep learning curves, were one-day events or contracted out shaky support staff. In other words, the money didn’t motivate me enough. How I spent my time was more important. 

So, if you are in management, maybe consider why your sales staff is working at the station. Because to me, they’d be robbing banks if it were all about making lots of money.  

Continue Reading

BSM Writers

Media Noise: BSM Podcast Network Round Table

Published

on

Demetri Ravanos welcomes the two newest members of the BSM Podcast Network to the show. Brady Farkas and Stephen Strom join for a roundtable discussion that includes the new media, Sage Steele and Roger Goodell telling Congress that Dave Portnoy isn’t banned from NFL events.

Continue Reading
Advertisement
Advertisement

Trending

Copyright © 2021 Barrett Media.