Connect with us
Jim Cutler Demos

BSM Writers

Nick Cattles Had To Figure Out What Is Best For His Life

“To me, whether you are in Sheboygan or in Chicago, whether you are doing a podcast or a live radio show, just give the people the most entertaining, honest, compelling content and you’re going to do fine.”

Matt Fishman

Published

on

Not every on-air career moves forward in the same way. That’s why I was interested in talking with Nick Cattles. He left the evening show at The Sports Hub in Boston to return to Virginia Beach to host afternoons. More recently Nick become the station PD in January. Sports Radio Guru Mike Thomas (Nick’s boss in Boston, too)  is “a big fan of Nick Cattles!” You’ll see what leaving Mike and the Sports Hub and returning to Virginia Beach at ESPN 94.1 has meant for Cattles’ career. 

Matt: So after a little over a year in Boston you decide to return to ESPN 94.1 in Virginia Beach. What went into the decision to leave and then to come back?

Nick: I felt like when I was down here the first time, for about four and a half years, that we had accomplished a lot. We were, at the time, around the top four or five stations in the ratings and ratings had gone up exponentially and revenue had gone up. I felt the station was in a great place. 

It came to my attention that 98.5 (The Sports Hub/Boston) was hiring and before I came down here the first time I was doing some work on the air and behind the scenes in Boston. It was an opportunity at a full time gig at a top ten market. A chance to go back close to my home–I’m originally from Rhode Island. I had a great relationship with Mike (Thomas). I still do. I said, “might as well take a shot and do a full time gig up in Boston and talk about the teams that I grew up watching.” So I made the jump.

I was up there for about a year and a half and Mike and I had some conversations. It wasn’t one of those bitter things at all. Some people in this business have bitter conversations and burn bridges. It wasn’t like that at all. I had a very upfront conversation with Mike. 98.5 is a beast, right? They had a very young lineup and it was kind of funky that 11 days after I signed my contract CBS sold us to Beasley.  As soon as that information came out I kinda figured that Beasley wasn’t looking to get rid of anything, because 98.5 was so successful. 

The night show wasn’t everything I had anticipated it to be. I had expected it to be more of a split between Adam Jones and me. It wasn’t bitter. It was Jonesy’s show. He has the right to run his show the way he wants. He and I had conversations as well. 

This opportunity popped up again (in Virginia Beach). I own a bar down here in Virginia Beach and a condo I rent out as well. My wife loves Virginia Beach. We have a lot of good friends down here. This opportunity opened up and I came back here last May and my first show was June 4th, 2018 so it has been just over a year. 

Image result for virginia beach

Matt: People when they first get into the business probably don’t think about is that there’s more to life than being in a top ten market?

Nick: It’s one of those things you have to think deeply about. It wasn’t an easy move but the conversation with Mike–he was pretty upfront. He was honest. The writing was on the wall to me that it could be another five to six years before I had a shot at a daytime show. Quite frankly Matt, I wasn’t in love with working at night. I found that out rather quickly. Working until midnight in the summertime, Monday through Friday, really didn’t have any time with my wife and to do stuff. To me it just made sense to come back down (to Virginia Beach) and get back in the afternoon drive slot and get reps doing what I do.

I think I found out that I like being the #1 guy (on a show). I enjoy driving a show. I enjoy creating content and being responsible for what we do–whether it’s good or bad. That was something that wasn’t happening up in Boston. This was an opportunity to get that done again. To be able to be responsible and accountable for what I wanted to do on the air and be able to drive my own ship.

A lot of things go into it–personal, professional. I think a lot of young guys don’t think in the long term and what’s best. They kind of just react. You’ve got to think things through. You have to really look at every opening and try to figure out what’s best for your life and what it might lead to.

Matt: Do you feel like it took very long to get your legs back under you as host and now as the station PD?

Nick: The PD thing came about in January. There’s just a million things that as an on-air host you’re not really thinking about. There are things you do as a host that could be seen as selfish even though you’re not trying to be selfish. When you become the program director you now have the health of the station you have to keep in mind.

As far as the show, it took about a month or two until I found my rhythm again and felt a little confident in what I was trying to accomplish on a day to day basis. I was named PD back in January and it has been kind of a whirlwind because at the same time I was being named PD I was fortunate enough to get a hosting opportunity with the network (ESPN).

I had added on a lot of responsibility and a lot of work. It has been a lot and it has been rewarding. Whatever happens from this point on–making that decision to leave 98.5 I think was in my best interest.  Mike (Thomas) and Beasley being super professional allowing me to leave that situation in Boston opened the door for not only being back here but also for me to get some programming experience and then it also opened the door to work for the Network. You just take it step by step, Matt.

Matt: A lot of people could have been comfortable and stayed at the Sports Hub…

Nick: If you catch up with Mike (Thomas) and ask him about me, he’d probably tell you that I’m one of the most impatient people in the entire world. I’m just always hungry and I just always want to get better. I’m always driven to be as good as I can be. In Boston, I just felt at times I was the best I could be and at other times I wasn’t. 

For people who are a little bit younger I try to tell them, “If you don’t feel like you are getting better, then you need to change something.” If you feel like you have nothing to learn, then you need to leave the business.  You need to always look at yourself and say “Am I doing the best work that I can do? If the answer is ‘no’ you have to figure out what you need to do to get there.”

Matt: You are filing in for Will Cain on the ESPN Radio Network over the fourth of July, how do you approach a show like that as opposed to your daily local show? 

Related image

Nick: Content wise it’s very similar. Down here in Virginia Beach we are a very transient area, there’s 300,000+ military so we’re pretty much doing a national show every day. If something big locally happens we’ll talk about it, but there’s not much content difference between that and the national show.

The biggest changes (for an ESPN Network show) are behind the scenes and from a technical standpoint. When you’re doing a network show, you have two hard outs. If you don’t hit those hard-outs, it’s not good, no bueno! So you gotta be able to hit those. The conversation between you and the producer is different. Working with different co-hosts in different states is unusual. Working with a producer in a different state is unusual.

When you work with the network they obviously understand all of these things. When you look at programs and what they do, we have a screen sharing program where we can chat with the producers and can share all the live reads and sponsorships. Some producers like writing teases, but I like writing all my own teases. 

What the network does is it really teaches you how to be really fluid and how to react to different situations, how to work with different people and how to power through different scenarios. Personally I don’t try to change my style. When I go on the network I’m going to be me. Stylistically speaking I’m going to be myself. I’d rather be genuine, be real than be a carbon-copy of anyone who is doing this.

Matt: Where does local sports radio fit in the greater audio landscape today?

Nick: Pacing to me is very important. I look at the podcast world differently than the radio world. Most podcasts are directed at a certain audience. Most podcasts are about a certain sport or product. I’m a big UFC guy. If I’m gonna do a big UFC podcast, 40 minutes, the people listening to the podcast will listen to the whole 40 minutes. If I’m talking about the UFC on my show–first of all, it’s gonna be Connor McGregor, or somebody else that big– maybe Brock Lesnar, John Jones or Rhonda Rousey before she got her face kicked off. You’re talking about UFC for maybe three minutes and then you’re moving on. People in their cars are quick. Attention spans are shorter. People will not hang around for ten or fifteen minutes. 

One thing that I changed drastically from when I worked down here the first time, a lot of times I would do one topic per segment. Now we’re focused on trying to hit two or three things per segment. For example, yesterday we talked about Mike Thomas and Julio Jones contract situation for five or six minutes and then we flipped it around and talked about the Cowboys because the Cowboys have the Amari Cooper negotiation going on. You gotta keep it moving and you gotta give people the feeling that there’s no slowing down. You don’t want to give them a hesitation and a chance to put some music on.

As far as local radio, I’m probably going to echo what a lot of people in radio are saying right now. We look at terrestrial radio and we say 90-93% of people still listen when they are in their car. I do believe that. I do believe there’s a feel of a local radio show. Whether it’s a big market, small market, whatever. When you’re doing local radio you’re there. People feel you. They feel a connection that’s a little different. There’s that connection that people can’t get from listening to a podcast or to national radio. I think it’s still as relevant as it ever has been. Now we’re seeing a shift where we are talking about stories rather than in the weeds with X’s and O’s.  Analytical people will be able to get their analytics from Pro Football Focus. Most people listening to the radio want the overarching storylines. What are the stories? We saw that during the NBA Playoffs. 

I think radio is fine. I try to keep it simple. To me, whether you are in Sheboygan or in Chicago, whether you are doing a podcast or a live radio show, just give the people the most entertaining, honest, compelling content and you’re going to do fine. 

I think a lot of people are trying to do this or that. The world tries to make everything black or white and that’s stupid. Somebody feels like they gotta be a “hot take guy” or stand on “morality mountain” when something comes across. Everybody is trying to put their own cape on. In the real world, Matt, we’re all different. We’re all full of gray area. 

If you are just honest and treat individual situations and topics honestly then you’re going to do well. If you try to be hot and steamed about something that you’re not really hot or steamed about, I don’t think it’s gonna work. Now a few people have pulled it off and those people are making millions of dollars per year. We know the names. I think it’s always a danger. They’ve kind of cornered the market on that. If you try to be hot take guy, it’s going to come off as a fabrication. It’s going to come across as you trying to be someone else. If you try to do a show like Dan LeBatard, there’s only one Dan LeBatard, you’re going to sound like a cheap Dan LeBatard. So be true to yourself and bring the best content every day and I think you’ll be fine. 

Image result for dan le batard

Matt: Is there anything you haven’t done yet in your career that you’re looking forward to doing? 

Nick: I think there’s always challenges. To work at the network and do a national show every day would be a challenge. To drive a station in a Top 10 market that would get behind you, that would be a challenge. I’m not necessarily saying I would jump at these situations if they were put in front of me, but If you’re asking me to give you things that I haven’t done that I feel would be a challenge–I’d say do an every day show nationally, a Top 10 show daily.

Another challenge is right here at Virginia Beach. We are not in the spot we were when I left the first time. Right now we need to be better. The challenge right now is day to day to be the best host that I can. To be the best PD that I can. 

Shoot, I would love to do play by play. Those questions are always difficult. A year from now I could be in a completely different spot personally. As you evolve as a human being, I don’t have kids. If I have a kid in the next year or two, how does that change what I’m looking for? So those are the three things: Virginia Beach-getting us to where we once were, a national show, doing a drive time show in a top ten market those would all be great challenges. 

Sign up for the BSM 8@8

The Top 8 Sports Media Stories of the Day, sent directly to your inbox, every morning at 8am ET.

Invalid email address
We promise not to spam you. You can unsubscribe at any time.

BSM Writers

How to Help Your Clients with Low Website Conversions

Don’t assume there isn’t enough traffic; focus on optimizing user engagement once visitors arrive on the site.

Jeff Caves

Published

on

Graphic for how to increase website conversions
Credit: WPDesigner.Biz

Are your clients dealing with low website conversions? Whenever a marketing campaign is run, and the goal is to convert website visitors into leads, the temptation is to blame low traffic, amongst other issues, for low form fills or appointments being generated.  Just spend more money, you may think! Sometimes, you must look at at least four other potential issues to tackle poor conversion rates. Here are some actionable steps using the IT services industry to increase website conversions.

IT Solutions specializes in providing products, services, or solutions related to technology, particularly in areas such as software development, hardware sales, IT consulting, cybersecurity, cloud computing, networking, and digital transformations. They faced challenges with their website conversions. Despite driving substantial traffic through Google Ads and other SEO tactics, they struggled to convert website visitors into form fills for appointment requests. A 2% to 5% conversion rate could be considered reasonable. Of course, conversion rates can vary based on various factors, such as the competitiveness of the local market, the quality of the website (and radio stations help most to fix that) and its user experience, the effectiveness of marketing campaigns, and the reputation and offerings of the IT solutions business. Focusing on improving the quality of leads and providing exceptional customer service can be just as crucial as achieving high conversion rates. Don’t blame EVERYTHING on the marketing tactics! 

The Diagnosis

Upon thorough analysis, several critical issues were identified with IT Solutions’ website:

1. High Bounce Rate: Nobody was checking out the business. If 70% or more of website visitors only visit the landing page, that is an issue.  It could be slow loading times, irrelevant content, poor user experience, or unclear calls-to-action that prevent them from wanting to know more about IT Solutions. You can check the bounce rate on the Google Analytics page for the website in the left-hand sidebar, click on “Behavior” to expand the menu, then click on “Site Content,” and finally, click on “Landing Pages.” You’ll see a list of landing pages and their respective bounce rates.

2. Complex Navigation: It was hard to move around the website to find relevant information about IT services, and it was unclear who they were initiating contact with and for what purpose.

3. Unclear Calls-to-Action (CTAs): The website lacked clear and compelling CTAs guiding visitors toward requesting an appointment. Simply stating “click here for an appointment” is like asking for a meeting whenever or without establishing value. Here are 28 CTAs for free.

4. Lengthy Forms: The appointment forms were long, without qualifying information, and requested excessive information upfront, deterring potential leads from completing them.

Action Plan

1. Optimize Landing Pages:

   – Redo high-traffic landing pages with clear messaging and compelling CTAs.

   – Showcase IT Solutions’ services as benefits, making it easier for users to request appointments, thereby increasing user engagement and conversions.

2. Simplify Navigation:

   – Reorganize the menu and add more action-oriented links.

   – Provide additional options for users to access relevant information, such as “Get a free IT Solutions 15-point checkup NOW” and “Take this 5-question survey to diagnose your IT issues,” motivating them to book appointments.

3. Enhance CTAs:

   – Utilize concise and persuasive messaging throughout the website.

   – Encourage visitors to take action, whether requesting a free download about “5 things you can do to solve your IT issues on your own” or “get a free pizza for booking an appointment.”

4. Improve the Form Fill:

   – Add a further line about the number of employees who qualify for incoming leads.

   – Highlight the value of leads based on company size, prioritizing forms with higher potential impact.

Review landing pages, navigation, CTAs, and form experience to address website conversion issues. Don’t assume there isn’t enough traffic; focus on optimizing user engagement once visitors arrive on the site.

Sign up for the BSM 8@8

The Top 8 Sports Media Stories of the Day, sent directly to your inbox, every morning at 8am ET.

Invalid email address
We promise not to spam you. You can unsubscribe at any time.
Continue Reading

BSM Writers

‘NHL on TNT’ Gives Hockey Fans the ‘NBA on TNT’ Treatment

Watching Albert and Olczyk call a hockey game is like watching Picasso paint and da Vinci sculpt. They are masters of their respective crafts.

John Molori

Published

on

NHL on TNT studio

Let’s play a little word association, sports media style. If I say TNT, what is your response? Chances are it will be a three-letter abbreviation of your own, namely, NBA. Over the years, TNT has built a reputation as arguably the premiere network to telecast the National Basketball Association.

The NBA on TNT pregame and halftime shows have become the gold standard with stars like Ernie Johnson, Jr., Kenny Smith, Charles Barkley, and Shaquille O’Neal. Still, it’s not just this quartet of roundball royalty that has fortified TNT’s hoops coverage.

The rep was also built on tremendous play-by-play announcers like Bob Neal and Kevin Harlan, color analysts like Doug Collins and Reggie Miller, and courtside reporters like the late Craig Sager and current sideline star Allie LaForce.

Indeed, TNT and the NBA have become synonymous, but I have some news for you. This network is not just about professional basketball. This past week I went off the grid with TNT looking at their in-game and studio coverage of the NHL.

On March 24, the NHL on TNT provided coverage of the Pittsburgh Penguins at Colorado Avalanche matchup. Kenny Albert did play-by-play with Eddie Olczyk on color. Albert is not as noted as his legendary broadcasting father Marv Albert, but he has certainly staked his claim as one of the best in the business – able to cross over to multiple sports with equal aplomb.

Hockey is a strong suit for Albert. His rat-tat-tat, drama-building style draws viewers in and keeps us on the edge of our seats. Similarly, Olczyk is one of the top four or five NHL game analysts in the business. His style is understated, providing calm and clear analysis of key plays. They work really well together.

Albert eschews any kind of hackneyed and trite catch phrases for his goal calls. An emphatic, “He shoots and scores!” is plenty enough.

Hockey is a different beast when it comes to play-by-play. Unlike basketball, baseball, football, or even soccer and tennis, there is a minimum of breaks in the action. With hockey, a play-by-play announcer has to know the names of the players like he or she knows her kids’ names.

To me, it is the hardest sport for play-by-play and equally difficult for a color analyst. In basketball, after a team scores, the play-by-play announcer will keep silent and give the color analyst time to talk until the play crosses center court. In baseball and football, there is ample room for commentary.

Hockey does not offer such space, but Olczyk gets the most out of the minimal amount of time. Watching Albert and Olczyk call a hockey game is like watching Picasso paint and da Vinci sculpt. They are masters of their respective crafts.

Coming back from a break in the game, Albert and Olczyk provided on air commentary and then tossed to ice level reporter Brian Boucher who has grown into a tremendous asset to the TNT broadcasts. Boucher provided real talk about Colorado’s objectives of staying on top of their division and vying for the top seed in the Western Conference.

The Penguins, squarely in a rebuilding year having dumped talent at the NHL trade deadline, surprisingly jumped out to a 2–0 lead in this game, and the TNT between periods studio crew was all over it. The excellent Liam McHugh hosted alongside Colby Armstrong, Anson Carter, and Keith Yandle.

Armstrong was especially entertaining. With Pittsburgh outshooting the Avs 16-4, Armstrong noted that it’s the best he’s seen Pittsburgh play in a long time. His reasoning was that teams get geared up for playing Colorado even if it’s out of fear. Great stuff.

Both teams tallied two goals in the second period giving Pittsburgh a 4-2 lead heading into the final frame. When Colorado’s Nathan MacKinnon set up Jonathan Drouin for a goal to make it 4-3, Albert and Olczyk showed their strengths.

Albert called the pass from MacKinnon and one-timer goal from Drouin, and immediately noted that MacKinnon now had a point in all 34 of Colorado’s home games this season. On the goal replay, Olczyk showed how the play developed pointing out how McKinnon allowed Pittsburgh’s Evgenii Malkin to come in close before making the past to Drouin.

The TNT production team then showed a graphic displaying that McKinnon is now second all-time in longest home points streaks trailing only Wayne Gretzky. This was a sublime sequence of symmetry between talent and technicians like a songwriter, musician, and singer creating beautiful music.

What was supposed to be a blowout win for Colorado had now become a hockey barn burner, and the TNT crew was up to the task. Every goal and key play was followed up with replays from multiple angles showing the genesis of the action.

TNT has certainly taken to the velocity of the hockey broadcast with movement that challenges directors, graphics professionals, and videographers.

When there were breaks in this non-stop action, Olczyk was at his best. No hockey analyst draws on his experience as a player and explains that experience better to viewers. The TNT broadcast also lets Boucher freewheel and join in the flow of discussion without having to be introduced.

TNT does not merely rely on the traditional wide shot of the entire rink. We see close-up shots of each goaltender after a great save and the sweat of players on the bench or in the penalty box.

When McKinnon tied the game at 4-4 with 4:38 left in the third period, we got a series of tremendous crowd shots showing the Colorado fans going absolutely berserk. The sage Albert and Olczyk wisely remained quiet for several seconds, letting the cheers do the talking.

When Drouin scored the game winner at 4:06 of overtime, Albert exercised controlled enthusiasm, raising his voice on the call of the goal, but not becoming the show and overshadowing the play itself. He is definitely in the mold of Dan Kelly, Gary Thorne, and Sean McDonough, announcers who enhance but do not supersede the game.

Putting a cherry on top of this hockey Sunday, TNT showed a graphic that the Avalanche now led the NHL in comeback wins this season with 25 and that they were riding a 9-game winning streak. In analyzing the goal, Olczyk opined that the altitude of playing in Colorado was prevalent as the Penguins seemed to tire as the game progressed – really interesting insight.

In the postgame show, Anson Carter made a great point that the chemistry between Drouin and MacKinnon stems from the fact that they have been playing together going back to junior hockey. McKinnon joined in from the arena for a postgame interview. The analysts asked solid questions and even did a funny MVP chant together as the interview ended.

The NHL on TNT takes no back seat to its elder NBA sister. The broadcast provides viewers with flash, dash, and serious hockey talk from every angle – in studio, from the broadcast booth, and on the ice.

Sign up for the BSM 8@8

The Top 8 Sports Media Stories of the Day, sent directly to your inbox, every morning at 8am ET.

Invalid email address
We promise not to spam you. You can unsubscribe at any time.
Continue Reading

BSM Writers

Kim Mulkey Now Has Everyone Anticipating Washington Post Story

I can’t imagine what headline, under normal circumstances, the Washington Post would have to put on a Kim Mulkey story to make me want to read it.

Avatar photo

Published

on

photo of LSU women's college basketball coach Kim Mulkey
Credit: Dailymail.co.uk

The Washington Post, you might’ve heard, has a story coming out about controversial LSU women’s basketball coach Kim Mulkey. The reason you might’ve heard is because Kim Mulkey told you. The Tigers coach read a fiery prepared statement just before her team started the Women’s NCAA Tournament. In the statement, Mulkey threatened to sue The Post for defamation before the first word was even published.

Now, I’ve never run a public relations firm but that did not seem like a good idea. The Washington Post story on Mulkey is one of the bigger stories in sports right now and nobody even knows what’s in it. The reason the story, apparently unflattering to Mulkey, is even on anyone’s radar screen is Mulkey herself.

It all started with an innocuous social media post by Sports Illustrated’s Pat Forde right in the middle of the most anticipated two days in sports, the NCAA Tournament Round of 64. On his X account, Forde posted: “Hearing some buzz about a big Washington Post story in the works on LSU women’s hoops coach Kim Mulkey, potentially next week. Wagons being circled, etc.”

You know what generally will go unnoticed at 4:00 on the first Friday of the NCAA Tournament? A post on X about a women’s basketball coach. But don’t tell Mulkey, she saw Forde’s post and decided to fight fire with nuclear weaponry. The result: the average person like me now is really interested in what has Mulkey so incensed. By “average person like me” I mean that I can’t imagine what headline, under normal circumstances, the Washington Post would have to put on a Kim Mulkey story to make me want to read it. Maybe:

“LSU Women’s Coach Discovers Ark of the Covenant”

Or:

“Mulkey Reveals True JFK Assassin(s)”

Perhaps:

“Famed Women’s Basketball Coach Reveals the Mystery Behind Slow Drivers in the Left Lane”

Literally any of those catch my attention more than whatever will likely be the Washington Post headline about Mulkey. But now Mulkey is “Mad as Hell and is not going to take this anymore” so I now have an interest I would never before have had in this story. It has been fascinating to watch the online speculation about the subject of the article and all we really know, as of now, is that it will be written by Kent Babb. This is a dream come true for Babb; he writes an article that is, presumably, not flattering about Kim Mulkey and, before it is even published, she gives the article the greatest commercial anyone could give it. Babb couldn’t have entered into a business agreement with Mulkey and had this turn out better for him.

For those who don’t follow Babb, he is a former NFL reporter who now is an award-winning writer for the Washington Post. In his 14 years with The Post, he has written sports features and authored a couple of books. One of those sports features stories was a deep dive into what he viewed as a large inequity in the level of pay for LSU head football coach Brian Kelly and his LSU players. It is this piece Mulkey described as a “hit piece” and, based on that piece, referred to Babb as a “sleazy reporter.” Babb, and many others, resented the fact his story was labeled as a hit piece. In fact, Babb essentially confirmed he was the author Mulkey was referencing when he shared the original article on X with the comment: “Hit piece?”

Whether a printed piece or a recorded interview, I can’t imagine a better promotion for it than the subject of the interview threatening a libel/slander lawsuit, especially before it is even released. That simply screams “This piece is salacious!!” Also, libel and slander suits get settled all the time, right? Of course they don’t, they seem to never even get filed. That little thing called discovery is a scary thing for most public figures.

The NCAA Tournament has been very entertaining, and I think the Sweet 16 and Elite Eight will be terrific. For only the fifth time ever, the top two seeds have advanced to the third round which sets up for a remarkable weekend. For me, I guess it will now include a Washington Post article, not a sentence I’d normally say.

Sign up for the BSM 8@8

The Top 8 Sports Media Stories of the Day, sent directly to your inbox, every morning at 8am ET.

Invalid email address
We promise not to spam you. You can unsubscribe at any time.
Continue Reading
Advertisement

Advertisement

Upcoming Events

Barrett Media Writers

Copyright © 2024 Barrett Media.