It’s been more than a month since Rudy Gobert and Donovan Mitchell tested positive for Covid-19. The next day, March 12, was the last time we saw live sports of any sort. The NBA was the first to call off the action. Then it was the NCAA basketball tournament. The NHL, MLS, and Major League Baseball all followed suit.
Since that happened, we have written a lot about how it was time for sports radio hosts to plunge the depths of their creativity and show listeners just how valuable they are even without games to talk about. It’s not that the sentiment was untrue, but it is easier to be creative when there’s an anchor like the NFL Draft. It is a major sports story, especially for the cities involved, that you can always come back to to avoid straying too far off the reservation.
For some shows, it doesn’t matter what else is happening in the world. Their market is a football town. Despite what sport is in season and playing live games, those hosts would still be devoting a lot of time to the NFL Draft.
Doug and Wolf is one of those shows. The morning men on Arizona Sports 98.7 say they would have certainly been working in some talk about the Diamondbacks and maybe the NCAA Tournament, but the Cardinals are the local team that drives the bus. Doug Franz told me that the only thing Covid-19 changed about his show’s draft coverage is that they didn’t have the ability to make some bits sound as polished as they’d have liked.
“We have been mostly an NFL/Cardinals show for a long, long time. It plays the hits here. It’s what this market wants, so we were all draft all the time.”
For others, deep dives on prospects and mock drafts represented welcomed new territory to mine in a sports desert. Jonathan Zaslow of 790 the Ticket says he and partner Amber Wilson have never pretended to be draft experts, and with all Miami has to offer, their show usually doesn’t spend as much time talking about the event as it did this year.
“Miami is not a college football market, and that’s reflected in our TV ratings every year. On top of that, our show is at it’s best when we’re not even talking sports. So, we wouldn’t normally spend a ton of time on the draft on Zaslow and Amber, but, this year was a legit perfect storm for draft talk in Miami. We were all stuck at home, begging for some kind of sporting event to watch…AND, the Dolphins were arguably the most unpredictable team in the draft, centered around the most polarizing player in the draft in [Alabama quarterback Tua] Tagovailoa.”
At ESPN Cleveland, Aaron Goldhammer told me that the NFL Draft has always had a major presence. After all, most seasons are about what could happen next season for Browns fans.He described the station’s annual draft parties as “sensory overloads”. No amount of talk on a show could make up for the loss of something like that.
“When the Browns took Johnny Manziel a couple of years ago, the video from our draft party went viral,” he says. “I mean hundreds of thousands of views. It was on SportsCenter immediately after with people jumping up and down and hugging each other like the Browns had just won the Super Bowl. It was one of my favorite Cleveland football moments that I have ever been a part of.”
All of ESPN Cleveland’s shows tried to bring that excitement to the air this year. The station was blanketed in draft talk, even launching a new show at night with Tony Grossi called Countdown to the Draft.
Whatever the thinking was previously, all three stations embraced the local team and their roll in the one major, uninterrupted sporting event we knew for certain was left on the 2020 calendar.
That event is over now. So, what comes next? Is there any sports anchor stations can count on being able to come back to or wrap their arms around?
For Zaslow, he says Miami isn’t quite done talking about its new quarterback, although the story has pivoted to something with significantly shorter legs. Some fans had wondered if Tagovailoa would ask to wear 13, which is what he wore at Alabama. It has been retired by the Dolphins in honor of franchise icon Dan Marino.
“We’re all wondering what number Tua is going to wear, because fans want to buy the jersey. He said he’ll wear whatever number they give him, but he didn’t need to assure anyone he wasn’t going to ask for #13, because it’s one of just three numbers the organization has retired.”
Doug Franz doesn’t mince words when I ask him that question. He says you can’t point to a sports topic as safe harbor. The only way to keep the audience engaged is to have everyone on the show doing their best work. He singles out his producer Erin Maloney as the lynchpin of Doug & Wolf.
“It’s times like these where the best producers are going to shine, and our show is lucky to have one despite how young she is.”
One of the ways that Maloney has shined for Doug & Wolf is by organizing special programming weeks. The station will soon announce a “legends week,” which will see the hosts talking to some of the biggest names in Phoenix sports history. Franz says a programming event like that wouldn’t be possible without a company that has stood behind the show for so long.
“I think this is where we truly benefit from working for a company that didn’t freak out when we had a bad book or two and didn’t act like the world was going to come to an end, because we are in our 14th year together. When you have that kind of feeling for each other and that kind of relationship with the people in the city, you are able to call them up and say ‘Hey, we’re hurting. Bail us out!'”.
All three hosts I spoke with agreed on one thing. Right now, hosts have to be comfortable getting personal. Everyone listening is having a similar experience. There may never have been a better time to share personal stories and connect with your audience on a human level.
“We know our fans in this market. We know the things they find compelling and interesting, even if they’re not specifically in the realm of sports, even if they are related to things about living in this unique time,” Goldhammer says. “What I’m realizing is day-to-day we sort of have this blank canvas and we can paint whatever the heck we want on it!”
Sports isn’t a bad word for Goldhammer and his co-host on The Really Big Show, Tony Rizzo. They are happy, though, not to have the obligations of talking about games or events that may not actually be that important to the Cleveland sports fan. They also know they can offer listeners better entertainment than constantly speculating on when sports comes back.
“About a week in, we came up with a mantra for how we are going to approach this time. It is an opportunity for us to have fun in new and different ways that we have never tried before. Let’s liberate ourselves and take the shackles off completely, and let’s see where that can take us.”
Zaslow says he and Amber Wilson were built for an event like this. He compared this time to summer. Miami isn’t a market where sports talk can thrive on baseball alone, so the duo has had plenty of practice with topics outside of a sports audience’s regular expectations.
“I think we’ve always thrived in that spot because we really just want to laugh and have a good time, and make lots of fun of each other,” he says. “She loves her trashy television, I love movies and wrestling. We like talking about past relationships. We even started a new segment on Friday’s called, ‘A Story From Amber’s Dating Past.’
The duo has also added a virtual happy hour for their audience on Thursday nights. Zaslow and Amber isn’t only not worried about a life without sports. They are actively using this time to strengthen their bond with the audience.
“Nothing changes. My job is to entertain people no matter what way I choose to entertain them,” says Franz. He says he told his girlfriend 25 years ago that anything that happens between them is possible fodder for a future show. She is now his wife and Franz says she is on board with the rule.
“Just because sports is gone, that doesn’t change my job. We can’t sit around as talk show hosts and blast GMs who don’t like the NFL Draft because of the new set up and then turn around and then turn around whine about the situation we’re in.”
Franz insists that there is no single story that can drive things going forward like the NFL Draft has for the past month and a half. His parting words from our conversation perfectly encapsulate that and they will be how I end this article.
“It’s our job to create the entertainment value. That is what we’re going to attempt to do.”
Nothing Is Easy In the Cold, Not Even Broadcasting
The elements can wreak havoc with the way you call a game. Your mouth isn’t in sync with your brain and you wonder if the torture will ever end!
No matter what you may think, doing play-by-play for any sport is a difficult thing. The great ones make it look easy, but it’s not. Prep work dominates things leading up to the broadcast, getting notes, nuggets and entertaining tidbits take up time. Then once you’re prepped, some stadiums are better than others to broadcast. Some booths are easier to work than others.
Then there’s the forgotten element, the weather.
How will you handle inclement weather of any kind? Warmth, rain, snow and oh yeah, the dreaded freezing temperature. Before we get into it, here are a few of the less-than-ideal conditions my fellow broadcasters have had to deal with over the years.
THE FOG BOWL
During the 1988 playoffs between the Chicago Bears and the Philadelphia Eagles, a dense fog rolled onto the field during the game, making it nearly impossible to play or see. Numerous players complained they couldn’t see 10 yards in front of them. Both teams were forced to use their running game because receivers couldn’t see long passes. The broadcast was called by Verne Lundquist and Terry Bradshaw on CBS.
“We couldn’t see anything—absolutely nothing,” CBS-TV play-by-play broadcaster Verne Lundquist told the Associated Press. “We had to look at the TV just like everyone else.” Lundquist’s color man, Terry Bradshaw, told viewers the game should have been suspended.
THE FREEZER BOWL
At -9 degrees Fahrenheit, the 1982 AFC Championship Game between the Cincinnati Bengals and San Diego Chargers proved to be the second-coldest game in NFL history. It was so cold that Bengals QB Ken Anderson suffered frost bite on his right ear. The temperature was not only -9 degrees, but the wind chill was measured at -58 degrees, by far the worst in league history.
THE ICE BOWL
The 1967 NFL Championship between the Green Bay Packers and Dallas Cowboys became known as the “Ice Bowl.” It remains the coldest game ever played in the NFL, at -15 degrees with a wind chill of -48 degrees. Lambeau Field’s turf-heating system actually malfunctioned before the game, leaving the turf rock-hard. Officials actually had to resort to calling out plays and penalties because when referee Norm Schachter blew his metal whistle, it actually froze to his lips.
The last two are examples of something topical since last week’s “Super Wild Card” game in Buffalo was played in extreme temperatures. At kickoff, it was 7 degrees Fahrenheit and the wind chill made the temperature feel like minus-5. A far cry from the above games, but come on, it was freezing cold out there.
The CBS Sports NFL announcing team of Ian Eagle and Charles Davis said Saturday’s game between Buffalo and New England was the coldest work environment they’ve experienced during their broadcasting careers.
“We kept the windows closed in the booth until one hour before kickoff,” Eagle told The Athletic. “When we finally opened them, I had a sense that it would be manageable. I was wrong. CBS rented some industrial heaters for the night, but unfortunately, they were no match for the Western New York frigid air. It really hit me in the third quarter. I started shivering and actually had a few moments where my jaw got locked up mid-sentence. It was by far the coldest I’ve ever been calling a game.”
Davis recalled two games he called at Lambeau Field that were similar, but not as bad as it was in Buffalo.
“It helped that the evening was relatively clear, and the winds minimal, but make no mistake about it, ‘the Almighty Hawk (wind)’ made its presence felt and I kept drawing on one thought — everyone involved was cold, and they were persevering,” Davis explained to Richard Deitsch.
“In addition, we were watching history be made in front of us by the Bills offense — seven drives, seven touchdowns, something that had never been done in the NFL playoffs. Beyond impressive, and it definitely helped us maintain focus. I’m not sure anyone would choose to do a game under those conditions, but there was definitely a sense of pride among our team that we all worked to the best of our abilities on a night that would test all of us.”
Davis said that there was no way not to think about his discomfort. He gave credit to the stage crew in the booth that helped to keep him and Ian Eagle warm. There was also a jacket involved, a familiar one given to Eagle during the game, leading to an excellent exchange between he and Davis just before the third quarter started.
Charles Davis: Where did you get the jacket?
Ian Eagle: What jacket?
Eagle: Oh, this? Yes, Hall of Famer Kurt Warner, you might have noticed, wore this a few weeks ago and it hit the internet by storm. Kurt saw that we had this assignment. Kurt now runs a program “Warner’s Warmers,” he just sends the jacket out to whoever needs it. I feel like, I want Jiffy Pop Popcorn. This thing is very warm. This is the same jacket. Kurt sent this to me. Let me tell you, not all heroes wear capes, they wear “Silver Bullet Puffers.”
Davis: Let’s talk about the game for a minute. Kurt, a brother would like a jacket too…
I’ve never really experienced calling a game in that extreme weather, especially after all the years I’ve called baseball games. But being in the Midwest, even those early days in April and sometimes into May, cold temps are a factor.
I think the coldest game I ever called was a game with the Cubs where the temperature at the start was about 31 degrees with a wind coming off the lake. We debated on whether or not to open the windows in the booth. One voted no, one voted yes, so the compromise was the window near the play-by-play guy was cracked open just a bit. Games just sound different with the windows closed. It’s not as clean. It sounds like you’re doing a game in a closet. But sometimes self-preservation comes first. The same goes for extremely warm weather too.
The elements can wreak havoc with the way you call a game. Your pen isn’t working all that well, and how do you score a game without taking your gloves off? In those conditions, as Eagle was saying, your mouth isn’t in sync with your brain and you wonder if the torture will ever end! I know it sounds exaggerated but in the moment, its not.
People sitting at home still want you to call the game. They are looking for the same information you would have given if it were 40 degrees instead of 40 below with the wind chill. It’s a big ask, but the broadcast crew has to find a way to adjust to the conditions and do what they are there to do. It helps when everyone understands that. It’s not to say that you can’t talk about the way things are in the booth or on the field from time to time. But don’t let it dominated the airtime, as tempting as it might be to do so.
Just think, if you’re cold in the booth, what’s life like for the sideline reporter?
Ben And Woods Aren’t Doing a Show For One Person
“I guarantee you I’m the only sports talk radio show host in America that gets made fun of regularly for talking Sports on the show.”
There’s no confusion about where their allegiances lie. And when it comes to being relatable to the audience, there’s few things Ben and Woods do better than buying season tickets at Petco Park, wearing Padres hats and cheering for the lone professional team in San Diego.
Some hosts choose to never openly root for the teams they talk about on an everyday basis. Steven Woods and Ben Higgins strive to never hide who they are on the air. They’re Padres fans and they’re not afraid to show it.
“I was in music radio before and sometimes it was hard to hide my disdain for some of the music that I played, so I just decided not to,” said Woods. “I just let it out there. People I think appreciate authenticity and if I didn’t like a song I’d tell you. But I still had to play it, right? With the Padres, it’s why I never sit in the press box, because I can’t cheer in there. I bought season tickets so that I can go and scream at the players like I want to. I think it resonates, because there’s fans listening in the car that want to see them do well too.”
“I do believe in journalistic integrity,” said Ben. “But to me that means you have to be honest. You have to be honest in your opinions and you can’t be afraid to be critical. No one is more critical of a team than their own fans. They are the most critical people of all. I don’t wanna be the fan that constantly criticizes, but at the same time, why would you listen to a show that is just relentlessly positive and gives you a white wash version of what’s not really reality? Every team has problems and it’s our job to point them out or nobody’s going to take you seriously.”
When you think of baseball towns, New York, Chicago and St. Louis are probably the three cities that immediately come to mind. But in a football world, San Diego has emerged as a new baseball town with the Chargers recently leaving for Los Angeles.
If you have any doubt that San Diego is now a baseball city, just listen to Ben and Woods on 97.3 The Fan from 5-9 am every weekday morning. The duo has no issues with doing three-plus hours of Padres talk, even during the offseason.
That’s not a new thing. Ben and Woods have always conducted the show the way it is now. They want to talk baseball, but they also want to hit off-topic content that will give the listener a chance to laugh on their way to work.
That’s been the case since the show was at Mighty 1090. Ben and Woods were at the station as the morning show when it folded in 2019. That was an incredibly trying time for both talents.
“It was pretty heartbreaking to be honest with you,” Woods said. “I had a brand new baby and the show was going great. We were on the rise and then it went away. It was shocking. It was also scary. I think uncertain is the best word. We believed in our product and we knew there was a market for it and there was a station that just so happened to need a morning show. The timing was pretty serendipitous.”
“I had been a listener for 15 years before I ever worked at that station for the first time,” Ben said. “And then you get there and you feel like, wow, we’re here and then all the sudden it’s gone. It wasn’t overnight, at some point we lost the signal transmission then we went streaming and it was kind of a slow death over the last few weeks. Ultimately it just ended one day. It was a very strange thing. The fact we got picked up at 97.3 The Fan, got back on the air so quickly was really great.”
Things are going extremely well for Ben and Woods at 97.3 The Fan. They’re thriving in morning drive with a unique show that’s different from any other in the market. Sure, they’ll talk about sports, but their focus is more on the overall entertainment of the show.
“It’s morning drive, you’re there to entertain,” said Woods. “You do have to get really creative. We get very creative, because we have to. We take a lot of risks, more so than people would like. The way I look at it as no one remembers us talking about the NFL Playoffs. But they do remember the time we played a 17-minute Bob Dylan song in its entirety on the radio and sat through it. I remember that and always will. Nobody is ever going to say, ‘man, nobody breaks down the Tampa Bay Buccaneers like you guys’. But they’ll remember, ‘holy crap, you guys literally played a 17 minute Bob Dylan song it’s entirety’.”
“When we started it was 95 percent sports and I was afraid to do anything else,” Ben said. ”We started doing segments like Ben reads raps, there was a really good response and I started to warm up on OK we can branch out a little bit. Now, if there was a day we didn’t have a non-sports topic I would say that was a weird show.”
“Rest assured, Opening Day comes, we’re blowing out every bit we have, period,” Woods said ”We’re one of the few shows in town that has no problem doing 3 1/2 hours of just Padres talk. You have to be willing to make a fool of yourself a little bit. I always call it punting. It’s an easy thing to say, hey, the playoffs are this week let’s get the local beat writer on from every single team and we’ll interview them. Like anyone here gives a rats ass what the Packers beat writer has to say. There may be one guy, but I’m not doing a show for one guy.”
“I guarantee you I’m the only sports talk radio show host in America that gets made fun of regularly for talking Sports on the show,” laughed Ben.
One of the reasons the show has the identity that it does, is because of Woods’ background in multiple formats of radio. No, he’s not a sports radio lifer, and in a way, it’s probably greatly benefitted the show. He’s taken his creativity from the music side and perfectly blended it with his love for sports.
“I like sports radio more because there’s a lot more creativity,“ said Woods. “ I didn’t get to pick the music I got to play at all. Not even a little bit. I didn’t have a lot of chances to talk so for me, as a creative person, this is tremendous. We can do whatever we want and our bosses are pretty cool about giving us a lot of leeway. I’ve learned how audiences react. I’ve learned how to keep an audience. It’s energy, it’s being compelling, breaking balls, having fun. Guy’s driving to work in the mornings, he wants to get a snicker or a laugh, he’s not looking for breakdowns of defenses and things like that.”
Ben and Woods is much more than just the two hosts in the chair every weekday. The cool thing is that anyone that listens to the show knows that. Paul Reindl is the executive producer of the show and has a talent and relationship with the hosts that anyone would dream of.
“He’s the worst,” laughed both Ben and Woods. “Paulie is great. We were able to get away this weekend and after we drank like 40 beers and whiskeys, I was like bro, I’m so proud of you and you’re so valuable to the show. But he’s an unsung hero behind the scenes. He has an uncanny ability to bring sound drops almost intuitively. He’s got pages and pages of drops we’ve collected over the years. He’s just an awesome producer.”
Sports Are Learning To Meet Gen Z Where They Are
“The crux of the issue is that Gen Z is the first generation of kids who are truly free to find their “thing” in a way previous generations never could thanks to modern connectivity.”
Should sports radio be concerned about where audiences will come from in the future? It is an interesting question that we talk about here a lot. It is also something that the New York Times tackled indirectly last week.
A column from Joe Drape and Ken Belson declared this generation of kids “The eSports Generation” and went on to explain just how disconnected from traditional sports they really are.
An alarmist might ask if this is the beginning of the end of traditional sports leagues. Someone a little more level-headed, like Joe Ovies, may want to dive a little deeper to see what leagues are learning and how they are adapting.
Joe hosts The OG in afternoon drive at 99.9 The Fan in Raleigh. He is always interested in how changes in technology and consumption patterns effect sports and his audience. I saw him tweeting about the New York Times piece last week and asked if he would want to write a little something for us.
“Meet your audience where they are.”
How many times have you heard that phrase in the last 5 years from a consultant, manager, or any number of Barrett Media posts as content consumption trends continue to spread out over a variety of platforms? Turns out the same applies for pro sports leagues, who are fearful that an entire generation of fans will be lost and their traditional business model will crater as a result.
The New York Times recently highlighted what sports marketers are doing to win over Generation Z, which typically applies to kids born from 1997 to 2012. The Times hits the usual beats.
There’s a reference to Tyler “Ninja” Blevins, an esports star who is also a traditional sports fan, who the NFL hoped would be a Pied Piper for youth fandom. There are examples of MLB, famously stingy when it came to fans using their content on social media, now working with TikTok influencers. And of course, highlighting the NBA’s wide ranging approach to online engagement and their franchise run NBA 2K esports league. Most of the article was based on a recent SSRS/Luker on Trends report, which conducts regular surveys about sports and society.
The issue for pro sports leagues isn’t that Gen Z kids aren’t “passionate” enough about sports. It’s that Gen Z is more likely to admit they simply don’t like sports.
“Only 23 percent of Generation Z said they were passionate sports fans, compared with the 42 percent of millennials (defined as 26 to 41), 33 percent of Generation X (42 to 57) and 31 percent of baby boomers (57 to 76) who identified themselves as passionate. More striking was that 27 percent of Gen Zers said they disliked sports altogether, compared with just 7 percent of millennials, 5 percent of Gen Xers and 6 percent of boomers.”The new york times, Jan. 12, 2022
Also factoring into the waning interest in sports from Gen Z is the dramatic decline of youth sports participation. There is a larger discussion to be had about the role of parents and specialization in this decline, but we can address that topic another day. As it relates to pro sports leagues today, the drop in youth participation absolutely impacts the level of interest in kids who might want to watch the best in the world of sports do their thing.
“Participation in youth sports was declining even before Covid-19: In 2018, only 38 percent of children ages 6 to 12 played team sports on a regular basis, down from 45 percent in 2008, according to the Sports & Fitness Industry Association.
In June 2020, the pandemic’s early days, 19 percent of parents with kids in youth sports said their child was not interested in playing sports, according to a survey conducted by The Aspen Institute’s Sports and Society Program. By September 2021, that figure was 28 percent.
On average, children play less than three years in a sport and quit by age 11, according to the survey. Why? Mostly, because it is not fun anymore.”the New york times, Dec. 19th 2021
The crux of the issue is that Gen Z is the first generation of kids who are truly free to find their “thing” in a way previous generations never could thanks to modern connectivity. Meeting up on the playground or at a friend’s backyard for a pickup game has been replaced with meeting your friends on a Discord server and deciding if you’re going to play Halo or Call or Duty after school.
If you have kids in the age range that I do, none of this should be a surprise. You see it every day and don’t even think twice about it. But if you do stop and think about how frictionless it has become to be online all day with your friends, you start to realize the impact of never being bored or getting dragged to things by your parent because there were no other options.
Watching sports and going to sporting events isn’t frictionless. It’s a pain in the ass. Older generations deal with it because we don’t know any better, it’s just what we do. But Gen Z isn’t about to stop what they’re doing just to watch a game. Why would they? They can get the highlights later.
Gen Z is about dropping in and out of entertainment options whenever they feel like it. In other words, why would they sit around waiting for their favorite song to be played on the radio when they can easily pull it up on YouTube or Spotify.
Pro sports leagues can create all the social content and tout billions of views. They can tout engagement with Gen Z because a bunch of kids bought NFL related skins in Fortnite.
Awareness of their leagues isn’t the problem. It’s getting Gen Z to care enough to watch the game. Take my kids, who are fully aware of what’s going on in the world of sports, but getting them to sit down and actually watch the game is torture. Throw in the increasing cost to attend sporting events, I’ve started leaving them at home because it’s a waste of money given my 13-year-old is just gonna play Clash Royale in that $75 seat.
To be clear — I’m OK with my kids just not being into sports. It’s not like I didn’t try. It’s simply understanding we’ve transitioned to a world of niche communities. You can still thrive within those niche communities. Just look at sports talk radio as an example, where you’re not winning with cume, but with passion around sports. That’s what great sports talk radio stations sell. Pro sports leagues will be fine doing the same.
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