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Business Survival Lessons From a New York Florist

“When unprecedented situations happen, the way we respond has everything to do with our ability to recover. Equally as important is the speed in which we adjust.”

Jason Barrett

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Radio Flowers

The coronavirus continues to wreak havoc all across the country, especially in my home state of New York. The big apple has been hit the hardest, and although I’m fortunate to live an hour away where less are affected, cases in my county have spiked from 3 on March 13th to 1247 on March 29th. It’s forced my fiance to take a leave of absence from work, and denied my son an opportunity to enjoy his senior year of high school. At this point, we’re just hoping he has a graduation day.

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In my 46 years on this earth, I’ve not seen anything like this. We’ve had wars, deadly illnesses, mass shootings, and terrorist attacks, many which have resulted in a larger number of deaths, but I don’t recall people being stuck in their homes, and concerned about returning to everyday life. It’s made many of us question the importance of certain things, and created a massive amount of difficulty for corporations and small businesses.

When unprecedented situations happen in life, the way we respond has everything to do with our ability to recover. Equally as important is the speed in which we adjust. Credit and blame become part of the daily noise, but none of that matters. What does is your short-term and long-term plan for protecting yourself or your business.

If you’re working right now for a sports media brand, ratings and content should be the least of your worries. This is about business survival. If you’re not spending most of your day thinking about what you can do to help your company retain listeners and clients, your head’s in the wrong place. I’m not telling you to go out and deliver a poor show, but few are going to care about your topics, bits, and guests if 50% of your business evaporates.

I’ve been helping my clients with stories, ideas, information, and examples, and I want to share something with you that I saw take place not too far from where I live. Just a few weeks ago, the President and Governors across the country issued mandates for essential and non-essential businesses. We knew hospitals, supermarkets, restaurants, and police departments would be open, but what if you owned a local printing company, sporting goods store or car wash? Are you supposed to just standby and watch as your life’s work goes up in smoke?

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In Montgomery, NY there’s a business called Secret Garden Florist. When NY state mandated everyone stay home, it put pressure on local florists that depend on events and foot traffic. Some might say ‘just shut your doors and deal with it’, but when people lose loved ones or have important days in their lives to celebrate, flowers have a way of making things better. But if people can’t stop in to buy them, and weddings, prom’s, anniversary’s, and other events get cancelled, how do you stay afloat?

What Secret Garden has done to try and survive has been awesome to follow. Rather than throw in the towel, the owner, Bonnie McDermott, adjusted her hours of operation, ran a few sales, and offered drop off and curbside pickup to her customers. But those things are what you’d expect a business owner to do when unexpected circumstances arise. What she did next is what really got my attention.

Bonnie started reaching out to other local businesses to forge partnerships. She worked with The Table, a local restaurant to launch ‘Burgers and Bouquet’s. She partnered with Hudson Valley Chocolates on ‘Cookies & Carnations‘. She teamed with Duffy’s to feature ‘Burgers & Blooms‘. She joined forces with local Verizon Wireless Stores offering a free bouquet of flowers to anyone who showed a receipt from one of their stores. She connected with The Wildfire Grill and introduced a Pandemic Night For 2, and formed an alliance with Cascarino’s Pizza to create ‘Pizza, Garlic Bread, 2 Liter & Pom Pom’s‘.

Then to drive additional awareness, Bonnie got interactive on social media. She posted daily selfie videos inside of her shop. She created the hashtag #spreadflowersnotfear to remind people of the positives that come from giving someone flowers, and supported the message by promoting it in image and video form. She showed feedback examples sent in by customers who thanked her for brightening their day with her great work, and she gave away free flowers to thank people for their continued support.

Rather than waving the white flag, Bonnie did the opposite. She showcased her creativity and love for the community by teaming with other local businesses who were also hurting, and used social media to remind people that there’s a face behind the brand. When the havoc caused by this coronavirus is over, her customers will feel a greater connection to her. That should help with the rebuilding process.

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If you’re working in the media industry, you’re dealing with similar issues. Sports fans are less excited to watch or listen due to the sports world going dark. Advertisers are slashing budgets to offset lost revenues. Businesses are cutting employees to avoid shutting their doors. People are making short-term decisions out of fear that they’ll never recover.

As hard as it may be, this is a great time to rethink and retool your business. Connoisseur Media CEO Jeff Warshaw told Inside Radio last week that as difficult as this situation is, it also presents an opportunity for radio stations to clean up their clocks, lower spot loads, and demonstrate rate integrity for their products. I couldn’t agree more. There’s no escaping the short term damage, but what we do moving forward will determine how quickly we recover, and how successful we’ll be when this situation expires.

Maybe this becomes the time where your radio station launches a web solutions division, subscription business, or a video, podcasting, events or merchandising strategy. Maybe it opens the door to new partnerships (ex: Hubbard and Bonneville in Seattle). For sports stations, it’s a great time to lay the groundwork for developing broadcast training centers. I talked about that at last year’s Summit in L.A.. These are all revenue opportunities independent of on-air inventory.

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As a small business owner myself, I’m facing the same challenges and fears. I don’t ever lose sight of the fact that I’m on the last page of the budget. I love what I do, and am thankful to work with partners who don’t panic at the first sign of a problem. That said, if this crisis lasts for months, it could hurt BSM. That’s made things tougher for Demetri Ravanos and I, but as I told him on our last call, if this whole thing ended tomorrow, we’d go down knowing we made a difference. I can live with that.

In the meantime, we’re going to use the situation to examine what we’re doing and how we can make it better. What areas of the industry are we not focused on that we could be? What stories are we not telling that could benefit our partners? When do we launch a member directory to help industry professionals and aspiring broadcasters? Is adding an online store a smart idea? Do our podcasts have value or would we better off focusing on other projects? Would it make sense to host more events for different areas of the media industry? Who on our team is hungry to contribute? Who isn’t on our staff who should be?

Whether it’s BSM, the Secret Garden Florist or the media company you’re working for, we’re all searching for solutions to unfamiliar problems. Our best ideas and execution may help, but they still might not be enough to help us survive. One thing though is for certain, if you don’t take time to analyze your business, and explore new ways to improve your performance and extend your existence, it’ll be just a matter of time until you’re wearing that non-essential label.

Barrett Blogs

BSM’s Black Friday SALE on BSM Summit Tickets is Underway!

Jason Barrett

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Each year I’m asked if there are ways to save money on tickets to the 2023 BSM Summit. I always answer yes but not everyone takes advantage of it. For those interested in doing so, here’s your shot.

For TODAY ONLY, individual tickets to the 2023 BSM Summit are reduced by $50.00. Two ticket and four ticket packages are also lowered at $50 per ticket. To secure your seat at a discounted price, just log on to BSMSummit.com. This sale ends tonight at 11:59pm ET.

If you’re flying to Los Angeles for the event, be sure to reserve your hotel room. Our hotel partner this year is the USC Hotel. It’s walking distance of our venue. Full details on hotel rooms can also be found via the conference website.

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Mina Kimes, Bruce Gilbert, Mitch Rosen, and Stacey Kauffman Join the 2023 BSM Summit

“By the time we get to March, we should have somewhere between 40-60 participants involved in the conference.”

Jason Barrett

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The 2023 BSM Summit is returning to Los Angeles on March 21-22, 2023, live from the Founders Club at the Galen Center at the campus of the University of Southern California. Information on tickets and hotel rooms can be found at BSMSummit.com.

We’ve previously announced sixteen participants for our upcoming show, and I’m excited today to confirm the additions of four more more smart, successful professionals to be part of the event. Before I do that, I’d like to thank The Volume for signing on as our Badge sponsor, the Motor Racing Network for securing the gift bag sponsorship, and Bonneville International for coming on board as a Session sponsor. We do have some opportunities available but things are moving fast this year, so if you’re interested in being involved, email Stephanie Eads at Sales@BarrettSportsMedia.com.

Now let’s talk about a few of the speaker additions for the show.

First, I am thrilled to welcome ESPN’s Mina Kimes to the Summit for her first appearance. Mina and I had the pleasure recently of connecting on a podcast (go listen to it) and I’ve been a fan of her work for years. Her intellect, wit, football acumen, and likeability have served her well on television, podcasts, and in print. She’s excelled as an analyst on NFL Live and Rams preseason football games, as a former host of the ESPN Daily podcast, and her appearances on Around The Horn and previously on Highly Questionable and the Dan Le Batard Show were always entertaining. I’m looking forward to having Mina join FS1’s Joy Taylor and ESPN LA 710 PD Amanda Brown for an insightful conversation about the industry.

Next is another newcomer. I’m looking forward to having Audacy San Francisco and Sacramento Regional Vice President Stacey Kauffman in the building for our 2023 show. In addition to overseeing a number of music brands, Stacey also oversees a dominant news/talk outlet, and two sports radio brands. Among them are my former station 95.7 The Game in San Francisco, and ESPN 1320 in Sacramento. I’m looking forward to having her participate in our GM panel with Good Karma’s Sam Pines, iHeart’s Don Martin, and led by Bonneville’s Executive Vice President Scott Sutherland.

From there, it’s time to welcome back two of the sharpest sports radio minds in the business. Bruce Gilbert is the SVP of Sports for Westwood One and Cumulus Media. He’s seen and done it all on the local and national level and anytime he’s in the room to share his programming knowledge with attendees, everyone leaves the room smarter. I’m anticipating another great conversation on the state of sports radio, which FOX Sports Radio VP of programming Scott Shapiro will be a part of.

Another student of the game and one of the top programmers in the format today is 670 The Score in Chicago PD, Mitch Rosen. The former Mark Chernoff Award recipient and recently appointed VP of the BetQL Network juggles managing a top 3 market sports brand while being charged with moving an emerging sports betting network forward. Count on Mr. Rosen to offer his insights and opinions during another of our branding and programming discussions.

By the time we get to March, we should have somewhere between 40-60 participants involved in the conference. My focus now is on finalizing our business and digital sessions, research, tech and sports betting panels, securing our locations and sponsorships for the After Party and Kickoff Party, plus working out the details for a few high-profile executive appearances and a couple of surprises.

For those looking to attend and save a few dollars on tickets, we’ll be holding a special Black Friday Sale this Friday November 25th. Just log on to BSMSummit.com that day to save $50 on individual tickets. In addition, thanks to the generosity of voice talent extraordinaire Steve Kamer, we’ll be giving away 10 tickets leading up to the conference. Stay tuned for details on the giveaway in the months ahead.

Still to come is an announcement about our special ticket rate for college students looking to attend the show and learn. We also do an annual contest for college kids to attend the event for free which I’m hoping to have ready in the next few weeks. It’s also likely we’ll give away a few tickets to industry professionals leading up to Christmas, so keep an eye out.

If you work in the sports media industry and value making connections, celebrating those who create an impact, and learning about the business from folks who have experienced success, failure, and everything in between, the Summit is worth your time. I’m excited to have Mina, Bruce, Mitch and Stacey join us for the show, and look forward to spending a few days with the industry’s best and brightest this March! Hope to see you there.

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Barrett Media is Making Changes To Better Serve Our Sports and News Media Readers

“We had the right plan of attack in 2020, but poor timing. So we’re learning from the past and adjusting for the future.”

Jason Barrett

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When I launched this website all I wanted to do was share news, insight and stories about broadcasters and brands. My love, passion and respect for this business is strong, and I know many of you reading this feel similar. I spent two great decades in radio watching how little attention was paid to those who played a big part in their audiences lives. The occasional clickbait story and contract drama would find their way into the newspapers but rarely did you learn about the twists and turns of a broadcaster’s career, their approach to content or the tactics and strategies needed to succeed in the industry. When personal reasons led me home to NY in 2015, I decided I was going to try my best to change that.

Since launching this brand, we’ve done a good job informing and entertaining media industry professionals, while also helping consulting clients and advertising partners improve their businesses. We’ve earned respect from the industry’s top stars, programming minds and mainstream media outlets, growing traffic from 50K per month to 500K and monthly social impressions from a few thousand to a few million. Along the way we’ve added conferences, rankings, podcasts, a member directory, and as I’ve said before, this is the best and most important work I’ve ever done, and I’m not interested in doing anything else.

If I’ve learned anything over seven years of operating a digital content company it’s that you need skill, strategy, passion, differentiating content, and good people to create impact. You also need luck, support, curiosity and an understanding of when to double down, cut bait or pivot. It’s why I added Stephanie Eads as our Director of Sales and hired additional editors, columnists and features reporters earlier this year. To run a brand like ours properly, time and investment are needed. We’ve consistently grown and continue to invest in our future, and it’s my hope that more groups will recognize the value we provide, and give greater consideration to marketing with us in the future.

But with growth comes challenges. Sometimes you can have the right idea but bad timing. I learned that when we launched Barrett News Media.

We introduced BNM in September 2020, two months before the election when emotions were high and COVID was a daily discussion. I wasn’t comfortable then of blending BNM and BSM content because I knew we’d built a trusted sports media resource, and I didn’t want to shrink one audience while trying to grow another. Given how personal the election and COVID became for folks, I knew the content mix would look and feel awkward on our site.

So we made the decision to start BNM with its own website. We ran the two brands independently and had the right plan of attack, but discovered that our timing wasn’t great.

The first nine months readership was light, which I expected since we were new and trying to build an audience from scratch. I believed in the long-term mission, which was why I stuck with it through all of the growing pains, but I also felt a responsibility to make sure our BNM writing team and the advertising partners we forged relationships with were being seen by as many people as possible. We continued with the original plan until May 2021 when after a number of back and forth debates, I finally agreed to merge the two sites. I figured if WFAN could thrive with Imus in the Morning and Mike and the Mad Dog in the afternoon, and the NY Times, LA Times, KOA, KMOX and numerous other newspaper and radio brands could find a way to blend sports and news/talk, then so could we.

And it worked.

We dove in and started to showcase both formats, building social channels and groups for each, growing newsletter databases, and with the addition of a few top notch writers, BNM began making bigger strides. Now featured under the BSM roof, the site looked bigger, the supply of daily content became massive, and our people were enjoying the increased attention.

Except now we had other issues. Too many stories meant many weren’t being read and more mistakes were slipping through the cracks. None of our crew strive to misspell a word or write a sloppy headline but when the staff and workload doubles and you’re trying to focus on two different formats, things can get missed. Hey, we’re all human.

Then a few other things happened that forced a larger discussion with my editors.

First, I thought about how much original material we were creating for BSM from our podcast network, Summit, Countdown to Coverage series, Meet the Market Managers, BSM Top 20, and began to ask myself ‘if we’re doing all of this for sports readers, what does that tell folks who read us for news?’ We then ran a survey to learn what people valued about our brand and though most of the feedback was excellent, I saw how strong the response was to our sports content, and how news had grown but felt second fiddle to those offering feedback.

Then, Andy Bloom wrote an interesting column explaining why radio hosts would be wise to stop talking about Donald Trump. It was the type of piece that should’ve been front and center on a news site all day but with 3 featured slots on the site and 7 original columns coming in that day, they couldn’t all be highlighted the way they sometimes should be. We’re actually going through that again today. That said, Andy’s column cut through. A few sports media folks didn’t like seeing it on the site, which wasn’t a surprise since Trump is a polarizing personality, but the content resonated well with the news/talk crowd.

National talk radio host Mike Gallagher was among the folks to see Andy’s piece, and he spent time on his show talking about the column. Mike’s segment was excellent, and when he referenced the article, he did the professional thing and credited our website – Barrett SPORTS Media. I was appreciative of Mike spending time on his program discussing our content but it was a reminder that we had news living under a sports roof and it deserved better than that.

I then read some of Pete Mundo, Doug Pucci and Rick Schultz’s columns and Jim Cryns’ features on Chris Ruddy, Phil Boyce, and David Santrella, and knew we were doing a lot of quality work but each time we produced stories, folks were reminded that it lived on a SPORTS site. I met a few folks who valued the site, recognized the increased focus we put on our news/talk coverage, and hoped we had plans to do more. Jim also received feedback along the lines of “good to see you guys finally in the news space, hope there’s more to come.”

Wanting to better understand our opportunities and challenges, I reviewed our workflow, looked at which content was hitting and missing the mark, thought about the increased relationships we’d worked hard to develop, and the short-term and long-term goals for BNM. I knew it was time to choose a path. Did I want to think short-term and keep everything under one roof to protect our current traffic and avoid disrupting people or was it smarter to look at the big picture and create a destination where news/talk media content could be prioritized rather than treated as BSM’s step-child?

Though I spent most of my career in sports media and established BSM first, it’s important to me to serve the news/talk media industry our very best. I want every news/talk executive, host, programmer, market manager, agent, producer, seller and advertiser to know this format matters to us. Hopefully you’ve seen that in the content we’ve created over the past two years. My goal is to deliver for news media professionals what we have for sports media folks and though that may be a tall order, we’re going to bust our asses to make it happen. To prove that this isn’t just lip service, here’s what we’re going to do.

Starting next Monday November 28th, we are relaunching BarrettNewsMedia.com. ALL new content produced by the BNM writing team will be available daily under that URL. For the first 70-days we will display news media columns from our BNM writers on both sites and support them with promotion across both of our brands social channels. The goal is to have the two sites running independent of each other by February 6, 2023.

Also starting on Monday November 28th, we will begin distributing the BNM Rundown newsletter 5 days per week. We’ve been sending out the Rundown every M-W-F since October 2021, but the time has come for us to send it out daily. With increased distribution comes two small adjustments. We will reduce our daily story count from 10 to 8 and make it a goal to deliver it to your inbox each day by 3pm ET. If you haven’t signed up to receive the Rundown, please do. You can click here to register. Be sure to scroll down past the 8@8 area.

Additionally, Barrett News Media is going to release its first edition of the BNM Top 20 of 2022. This will come out December 12-16 and 19-20. The category winners will be decided by more than 50 news/talk radio program directors and executives. Among the categories to be featured will be best Major/Mid Market Local morning, midday, and afternoon show, best Local News/Talk PD, best Local News/Talk Station, best National Talk Radio Show, and best Original Digital Show. The voting process with format decision makers begins today and will continue for two weeks. I’ve already got a number of people involved but if you work in an executive or programming role in the news/talk format and wish to be part of it, send an email to me at JBarrett@sportsradiopd.com.

We have one other big thing coming to Barrett News Media in 2023, which I will announce right after the BNM Top 20 on Wednesday December 21st. I’m sure news/talk professionals will like what we have planned but for now, it’ll have to be a month long tease. I promise though to pay it off.

Additionally, I’m always looking for industry folks who know and love the business and enjoy writing about it. If you’ve programmed, hosted, sold or reported in the news/talk world and have something to offer, email me. Also, if you’re a host, producer, programmer, executive, promotions or PR person and think something from your brand warrants coverage on our site, send it along. Most of what we write comes from listening to stations and digging across the web and social media. Receiving your press releases and getting a heads up on things you’re doing always helps.

If you’re a fan of BSM, this won’t affect you much. The only difference you’ll notice in the coming months is a gradual reduction of news media content on the BSM website and our social accounts sharing a little about both formats over the next two months until we’re officially split in February. We are also going to dabble a little more in marketing, research and tech content that serves both formats. If you’re a reader who enjoys both forms of our content, you’ll soon have BarrettSportsMedia.com for sports, and BarrettNewsMedia.com for news.

Our first two years in the news/talk space have been very productive but we’ve only scratched the surface. Starting November 28th, news takes center stage on BarrettNewsMedia.com and sports gets less crowded on BarrettSportsMedia.com. We had the right plan of attack in 2020, but poor timing. So we’re learning from the past and adjusting for the future. If we can count on you to remember two URL’s (add them to your bookmarks) and sign up for our newsletters, then you can count on us to continue delivering exceptional coverage of the industry you love. As always, thanks for the continued support. It makes everything we do worthwhile.

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