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Bruce Gilbert Is Going To the BSM Summit To Just Listen

“One of the things I’ve tried to get better at my whole career is closing my mouth and opening my ears.”

Demetri Ravanos

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Bruce Gilbert’s influence on sports radio is immeasurable. The Topic Tree, the 20 Deadly Sins of Sports Radio, we’ve all benefitted from his ideas. To hear Bruce tell it though, he isn’t even the best radio mind in his family.

“I’m tremendously proud of my brother, obviously,” he tells me over the phone. His brother is Mike Thomas, who recently left his post as Program Director of The Sports Hub in Boston to take over as GM of ESPN 1000 in Chicago. “He’s a way better programmer than I’ll ever be.”

Radio is in Bruce’s blood. His parents owned a small town station in Illinois. His sister, Becky, has been on the air at stations across Central Illinois for more than two decades.

“Our Thanksgiving dinners have often been spent talking promotions and sales packages, much to our mother’s chagrin,” he told BSM’s Brian Noe last year.

When Bruce and I spoke earlier in the month, he was just getting back from the Super Bowl in Miami. As the Senior Vice President of Sports for Cumulus and Westwood One, it makes sense that he’d be on the ground for the network’s biggest broadcast of the year. Too bad he didn’t get a lot of chances to shake hands or talk business with colleagues and affiliates. Bruce wasn’t sure what he came down with. All he knew was that he felt like shit for most of the week.

“I was in bed most of the day Thursday and Friday in my hotel room,” he told me. “I was curled up in the fetal position under the covers just praying that I’d feel better the next day so I could get to meetings and get some things taken care of. Just brutal, man.”

I told Bruce that the illness didn’t hit me until I got back from Miami. The week that we spoke started with a doctor diagnosing me with the flu.

Rather than compare temperatures and what came out of which end of our bodies, I turned the conversation to the upcoming Barrett Sports Media Summit. Bruce and Jason Barrett have been friends for decades, and given how much Jason learned working under Bruce at ESPN Radio, it is not a surprise that Bruce thinks Jason’s wisdom and experience can benefit anyone that chooses to venture to New York City later this month.

In fact, Bruce is quick to point out that he is going to the event not just to teach, but to learn as much as he can about the industry and where it’s headed. He’ll be on stage for a session on Thursday, February 27, but what he is most looking forward to is sitting in the audience and taking notes.

“One of the things I’ve tried to get better at my whole career is closing my mouth and opening my ears,” he says. “That’s what I enjoy about these things is really listening, still taking notes, and still approaching it like it’s my first year in the business.”

Image may contain: 4 people, including Mike Thomas Voss, people smiling

Last year, at the Barrett Sports Media Summit in Los Angeles, Bruce had the chance to share the stage with his brother Mike. They are two of the most respected programmers in the industry, and the fact that they are related is no secret. Still though, the event in LA was the first time they were asked to address a professional gathering together.

“Both of us just got such a kick out of it. I don’t think it hit us until we were there that this was pretty cool. We had never done something like this before. We had both been in radio our entire professional lives and we’ve never had a chance to sit side-by-side and share our thoughts collectively and individually.”

What is Bruce looking forward to this year? He told me that conversations with Jason Barrett and peeks at the agenda are yet to reveal something he isn’t interested in learning about or someone he isn’t interested in hearing from. A little prodding however and Bruce admits that he is very excited to see Pat McAfee receive the Tony Bruno Award.

McAfee launched his nationally syndicated radio show on Westwood One in September. It also includes a video simulcast on DAZN. Just last month the radio show took over the mid day slot on CBS Sports Radio.

“The guy is an unbelievable work horse. He is a dynamic personality. He is everything we talk about when we try to talk about great talent,” Bruce says of McAfee. “He’s engaging, he’s interesting, he’s high energy, he’s smart, he’s witty, he’s funny, but the best thing about Pat is he just connects at that common man level.”

Bruce admits that it seems fast for a guy to launch his first ever nationally syndicated radio show in September and already be receiving the kind of recognition that comes along with the Tony Bruno Award. The way Bruce sees it though, Pat McAfee has done everything right leading up to this moment.

“He makes it look easy, but the guy is working his ass off everyday. That’s how it happens. People will say it’s an overnight success, but the guy has just been working it and working it and working it. It’s so great to see him get the recognition and the accolades he deserves.”

The last time Bruce and I saw each other in person, it was at the NAB Radio Show in Dallas in September. We made time to grab coffee and catch up, and while that was a great event for the industry and there were plenty of sports radio folks around, Bruce says he is excited to attend an event that is format-specific.

“Because it is the same format, we have the same short hand, we have the same acronyms, and we have the same language that we all speak. It’s the same awareness about what we face each day.”

It all goes back to his idea of opening his ears and closing his mouth. We talked about the panel featuring Paul Finebaum, Bomani Jones, Peter Rosenberg, and Brandon Tierney, which will include a discussion of why some talents decide to move on from radio. Bruce promises “I am going to go in and just listen. I’m really interested to hear why some people say radio is the thing they just can’t do. Maybe we can learn from that as an industry.”

The BSM Summit will be attended by people that program stations owned by iHeart, Entercom, Hubbard, Cumulus, and basically any other company you can name. There will be hosts from stations affiliated with ESPN, Fox Sports Radio, and CBS Sports Radio. To Bruce’s way of thinking, the two or three days he spends in New York won’t be for Westwood One or Cumulus. He will be there for the format.

“I think it has everything to do with focus and commitment to the format. I think that is what Jason has built his business on,” Bruce says. “It’s sort of the foundation of BSM that while many of us compete vigorously with each other in various markets and in different locations, it is in the best interest of all of us that have anything to do with sports radio to work together to try to elevate the format as a whole.”

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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

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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.

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‘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

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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.

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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.

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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.

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