What we’re about to experience, coronavirus permitting, are ballgames on mushrooms. It’s the best the pandemic can do to lift our battered beings from America’s daily morass, one that has left us alternately numb, angry and slap-happy. If NBA players aren’t being tested for recreational drugs in their Disney World Snitch Bubble, it’s only fair that fans get stoned as they warily enter the new sports twilight zone Thursday.
That’s when a COVID-19 testing site in Los Angeles, formerly known as Dodger Stadium, moonlights as an Opening Night TV studio.
Artificial crowd noise will be piped in from a video game and equipped with 75 effects and reactions, which is so typical of Major League Baseball, lying instead of embracing innovation and miking up players. Camera shots will be tight to avoid showing vacant caverns. The house organ and walk-up music will be eerie. And cardboard cutouts as fans? At least they won’t be hospitalized or killed by screaming foul balls, just pelted with holes. Wrigley Field looked like a vacant movie set Sunday night, sad and hollow, a reminder that sports never should take fans for granted in the live experience
But even if it seems like something Will Smith stumbled upon in “I Am Legend,’’ it’s still baseball of some sort. Not that it’s safe in the least, as underscored by the fears of Atlanta’s Freddie Freeman, the most prominent of many players who’ve shuttled back and forth after battling the virus. “I was just scared to go to bed,’’ said Freeman, whose fever reached 104.5 degrees Fahrenheit. “I was scared if I spiked even higher when I was sleeping, what would happen.’’ He was scared of dying, but, hey, get your ass out there and play ball! DJ LeMahieu of the Yankees called his positive test “a scary experience’’ though he had no symptoms. Know this going in: Chances are, the 60-game season will be shuttered by outbreaks because, unlike Bubble life, players will be vulnerable to virus transmission in the 18 hours they aren’t at the park daily.
The Canadian government is locking the Blue Jays out of Toronto, not wanting players to catch anything in the contaminated U.S. The geopolitical quagmire requires the club to play home games in … Buffalo? L.A. County still might force Dodgers players to quarantine 14 days — along with me and anyone else who lives here — if contact tracing so demands, meaning the World Series favorites would be at a competitive disadvantage in an area where more than 4,000 died last week from the virus. “It’s not going be to like anything else we’ve done,’’ said Clayton Kershaw, “but at the same time, we’re all going through it on an exactly level playing field.’’
Maybe not, big guy. How can MLB begin to stage a realistic season if the logistical field is uneven? Answer: the $4 billion that owners are frantically trying to recoup from desperate broadcast networks, with Chicago White Sox owner Jerry Reinsdorf — a man for whom few feel sorry — telling USA Today he has incurred losses “in the nine figures’’ from his MLB and NBA franchises. The face of baseball, Mike Trout, probably won’t play much, if at all, prioritizing his wife’s August pregnancy. Other major names are staying home; more will join them in coming weeks. Rosters will be so depleted, the season could become illegitimate before they even juice the balls. And given how the so-called commissioner, Rob Manfred, has been an abysmal failure in normal times, imagine what chaos awaits amid a health crisis. Yet, bastardized as it all is, we’re going to try and watch these games, if only for a few days, because, you know, we need a friggin’ escape hatch.
Oh, how we need a diversion from mask warfare, Daniel Snyder, the disturbing notion of Black anti-Semitism, the sin of athletes getting quick test results when many commoners cannot, a vomit-inducing NFL labor battle over still-absent virus protocols, wealthy coaches who push for a college football season while asking unpaid young men to assume health risks, the continuation of insensitive nicknames after “Redskins’’ was purged, the hypocrisy of prospective Mets owner Alex Rodriguez advocating an MLB salary cap after earning $450 million during his playing career, Tiger Woods’ balky back, upheaval in the media world and the creep who secretly recorded Rachel Nichols in her hotel room, the latest bit of madness from the burning house of ESPN, which actually seems nuttier than the White House.
“America needs baseball,’’ declared the Senate majority leader, Mitch McConnell.
Actually, America needs baseball to get away from President Trump, who created this godforsaken medical mess even as he tries to blame and stonewall the good doctor, Anthony Fauci. I’m not sure anyone cares what happens in these ballgames, but at least we have something to watch on ESPN, which actually ran two Eagles concerts in prime time, channeling Zach Ertz through Joe Walsh.
And America needs to get away from the evil Snyder, who finally faces a national reckoning as the derelict NFL owner who flouted a racist nickname and allowed a culture of sexual harassment and piggery. Somehow, in the nation’s capital, he employed enough cavemen in his hierarchy to prompt 15 women to voice serious allegations, leading to numerous firings in another dark moment for the Washington franchise. Alex Santos was dismissed as pro personnel director after Rhiannon Walker, a reporter for The Athletic, accused him of inappropriate advances, telling her she “had a little wagon for an ass’’ and that she “wore the f— out of the jeans’’ she wore one day. In what world is a man like this allowed to be gainfully employed?
In his usual weenie way, he recruited a female lawyer, Beth Wilkinson, and empowered her firm “to do a full, unbiased investigation and make any and all requisite recommendations.’’ Then he recruited his wife, Tanya, to co-draft an apology that was emailed to all employees, saying the details in a Washington Post report have “no place in our franchise or society.’’ But it’s hard to believe an owner, even one as clueless as Snyder, didn’t have some idea of the toxic climate in his front office. As the man responsible for such abuses, Snyder should be forklifted out of his perch by league owners. That won’t happen; Snyder was not accused directly in the allegations, and the influential Jerry Jones, for one, is a Snyder pal who has indulged in his own piggery.
Though the league condemned the franchise in a statement — saying the alleged behavior is “serious, disturbing and contrary to the NFL’s values’’ — expect a fat fine, which is a wrist slap for a billionaire whose team is worth $3.1 billion. Settlements with victims will cost Snyder considerably more, and if he were smart, he would sell the team before he botches the next nickname. He’s fortunate to have a respected fixer in Ron Rivera, who is running the football operation and coaching the team and produced the defining quote of the debacle.
“My daughter works for the team,’’ he said, “and I sure as hell am not going to allow any of this!”
But then, the NFL is too busy playing loose and free with COVID-19, announcing that a couple of thousand players are due in training camps next week. There isn’t a health protocol in sight, a frightening thought in a close-contact sport with no chance of physical distancing, prompting players — including the increasingly vocal Patrick Mahomes — to blast the league in a tweeting ambush. “The league is in charge of opening and closing the plant. We ask, `Is it safe?’ ‘’, said J.C. Tretter, president of the NFL Players Association. “It’s up to the NFL to make those decisions on when we open. Every decision we make that doesn’t look at the long term of getting through the whole season will set us up for failure.’’ All of which is code for ugly negotiations ahead. I’d be shocked to see an NFL season.
Same goes for college football, with LSU coach Ed Orgeron declaring this during a roundtable discussion with — how’s this for a duo? — Vice President Mike Pence: “We need to play. This state needs it. This country needs it. This (the coronavirus) can be handled. I don’t think we can take this away from our players, take this away from our state and our country. We need football. Football is the lifeblood of our country.’’
America doesn’t need football. America needs to get well, to keep ICU beds from filling up, to stop people from dying. But don’t tell Coach O. He and Dabo Swinney think they’re bigger than any old pandemic.
Tensions also are inevitable inside the NBA Bubble, where players and coaches accustomed to the best in life are isolated for weeks and months. The Snitch Line — the league’s anonymous hotline used to report those breaking protocol — already is causing problems, with Dwight Howard upset to have received more attention for not wearing a mask and being the only player at a league party than social injustice crimes. “Breonna Taylor, the people who did the heinous incident against her, they’re still free,” said Howard, who had thought about not joining the Lakers in Orlando. “They’re out there living their best life. Instead of worrying about if I have my mask on or not, that’s something we should be discussing. Why haven’t these people been brought in? Why haven’t they been charged for anything or arrested for what they’ve done? Instead of the topics being about who’s not wearing a mask in the bubble, who was at the DJ party, who wasn’t — all of these things seem entertaining. But we’re not going to forget about what’s going on around our world.
“Those cops, one of the cops just posted a picture of himself at the beach. How could you have a conscience? You just killed somebody. And you’re out at the beach with women. You killed a woman. And you’re out at the beach with some more women having a good old time. You know, that’s not right. There’s families out there mourning, white and black who’ve been killed by cops. Been killed through different things. The topic of discussion is who doesn’t have a mask on and people snitching. Let’s not forget why we are here.’’ I echo his thoughts. Still, Howard must wear a mask.
Without much to cover since March, the sports media industry has gone gnarly, too, turning on each other within their own companies. We realize ESPN can be a petty place, but what prompted someone, presumably employed by the network, to record Nichols in her hotel room inside the NBA Bubble and send the audio to a sleazy site? This wacknut was trying to sabotage Nichols, host of “The Jump’’ program, and portray her as a backstabber as she discussed company affairs, including broadcasting assignments for the NBA postseason. Again, in what world is such a person allowed to be gainfully employed?
ESPN’s world. This in a week when the network’s NBA insider, Adrian Wojnarowski, was suspended without pay for only two weeks after sending a “F— you’’ Woj Bomb to a Missouri senator. Insane place, Bristol. Anyone running the joint? Other major media organizations are dealing with internal coups, including the New York Times and L.A. Times, where the sports staff crafted a letter to the executive editor, Norman Pearlstine, outlining what it sees as ethical issues involving columnist Arash Markazi. The Times hired Markazi to emphasize, among other millennial subjects, social media — making him more Billy Bush than Bill Plaschke, which didn’t go over well with old-school writers and editors. Nor did it humor them that Markazi was getting more media attention than most of those old-schoolers, including praise from Arnold Schwarzenegger, who lauded him for losing 130 pounds.
The signees say Markazi’s work habits “negatively affected reporters’ relationships with the people, teams, and leagues that we cover, as well as our peers. During this time of deep newsroom reflection, we feel compelled to demand action in response to these transgressions. At stake here is not only the integrity and credibility of the sports staff, but of the entire Los Angeles Times.”
Key question: If The Terminator calls on Markazi’s behalf, will Pearlstine side with him or the sports staff?
While on leave, Markazi always can mask up and help Chico Herrera in the Dodger Stadium outfield. Who is Chico Herrera? He’s the clubhouse attendant who played left field during an intrasquad scrimmage, actually throwing out Chris Taylor at second base on a deep fly ball.
And why was Chico out there to begin with?
Because too many of the Dodgers were in quarantine.
Jay Mariotti, called “the most impacting Chicago sportswriter of the past quarter-century,’’ writes a weekly media column for Barrett Sports Media and regular sports columns for Substack while appearing on some of the 1,678,498 podcasts in production today. He’s an accomplished columnist, TV panelist and radio talk host. Living in Los Angeles, he gravitated by osmosis to film projects. Compensation for this column is donated to the Chicago Sun-Times Charity Trust.
Day Spent With: Omaha Productions
“We want to tailor it to what we think is going to be the best episode, and that can be anything.”
The fourth edition of BSM’s a ‘Day Spent With’ shifts to the digital world. Derek Futterman spent time in Las Vegas with Omaha Productions shadowing Kevin Clark and the production team to learn what goes into content creation with ‘This is Football.’ During the time that Futterman was on site, Baker Mayfield and Steve Young appeared on the show, each conversation cutting through as a result of Clark’s preparation and strong ability to listen and follow up.
In addition to observing Clark’s pre-show preparation process and talking with him at lunch about a variety of factors related to his program and work, Futterman also spent time with the production team consisting of Anthony Jimenez and Michael Flynn, and Omaha’s Head of Audio, Richelle Markazene. As a digital content brand, the programming isn’t restricted by a programming clock. That allows the hosts to focus on quality, and the production team to be selective. Once decisions are made on which content to amplify, the final touches are made to make sure it’s both compelling and visually appealing.
My thanks to Jamie Horowitz, Richelle Markazene, Kevin Clark, Anthony Jimenez and Michael Flynn for providing BSM with access to capture a day in the world of ‘This is Football.’ Next week, we move behind the scenes to educate readers on what goes into a day of programming at the ESPN Radio network. Derek spent a full day in Bristol with the majority of the network’s programming team and I’m sure you’ll find it to be as interesting as today’s feature.
Still to come are a day in the life of a market manager, social media manager, sports television show and media buyer. We’ve also left one slot open to see which of a few possibilities makes the most sense as we move deeper into the series. If you or your brand wish to be involved and have an idea you want to pitch, please email [email protected].
– Jason Barrett
As Omaha Productions host Kevin Clark prepares for an interview on his digital program, This is Football, he jots down his thoughts and elements of his research on standard yellow legal paper. The notepad does not have developed questions, but rather words or phrases that will prompt Clark to summarily craft a query apropos to the conversation itself.
Being on NFL Media Row for Super Bowl LVIII, he is aware that the content his show generates will be competing for the attention span of a variety of consumers. The Mandalay Bay Convention Center in Las Vegas is filled with radio, television, digital and print media outlets all looking to document different facets of the week and disseminate a story to an audience. It is up to Clark to be distinctive and stand out.
While previously reporting for The Wall Street Journal and The Ringer, Clark recognized how essential it is to have a compelling value proposition to urge consumers to interact with his content. Amid an era with dwindling attention spans and imperfect methodologies, storytelling has to adapt to appeal to a wide audience. Although the first interview Clark is preparing for on this day is only scheduled to last for 10 minutes, he has committed several hours to studying previous media appearances by his guest and reading articles divulging different aspects of his career.
“I think the most important thing is getting these guys to tell you the best thing you’ve ever heard,” Clark said. “I used to have an editor who used to say, ‘The lead quote in every story should be, ‘I’ve never seen anything like it,’ because you should literally be giving people something that has never been out there before and hasn’t even been thought of before.’”
Clark recently joined Omaha Productions after a four-year stint with The Ringer, transitioning into hosting his own digital media program in partnership with ESPN. Aside from being able to ask Peyton Manning questions about quarterbacks, he immediately observed that no two days are the same and evinces the many different ventures with which the company is involved.
“My feeling was with the way Omaha was set up and then the ESPN partnership and what I’m able to do with ESPN TV, when this all came together it felt like a no-brainer to me,” Clark said. “I love the Ringer; I still love these people [and] they’re still some of my best friends. Bill Simmons is my favorite media person ever, and I’m so lucky to have had him as a boss for so long and he taught me so much. It just felt like the right time, and there’s nothing but love for The Ringer.”
Omaha Productions recently completed its third year working on the Monday Night Football with Peyton and Eli alternate broadcast, which averaged 1.24 million viewers across nine games this past season. In addition to its visual content, which includes iterations of the Places series on ESPN+ and the critically-acclaimed Quarterback series on Netflix, the network has an offering of original podcasts with video components. Knowledgeable and prominent personalities host these shows including Kevin Clark, Mina Kimes, Greg McElroy and Cam Heyward among others, many of whom were on site in Las Vegas for the Super Bowl.
“I think it’s important for us to have them here,” said Richelle Markazene, head of audio at Omaha Productions, “to have the presence and also just the exposure, and the content that we’re getting here is extremely important for their shows.”
Last year, Omaha Productions received an investment from The North Road, an outside investment firm owned by Peter Chernin, that reportedly valued Omaha at more than $400 million. Omaha’s portfolio continues to grow with various projects and partnerships with companies such as ESPN, Verizon, Caesars Entertainment and PGA of America. Markazene observed the programming throughout the week on Media Row and took notice of various digital outlets on site ahead of the Super Bowl matchup.
“I started in this business in linear years ago and just what I’ve seen over what I consider a few short years is unbelievable,” Markazene said. “In this day and age where content can go out in any way, I think it’s fantastic for content creators, including us, and I love to see all of the new creators here, and for us to be a part of it is amazing.”
Former NFL offensive lineman and current broadcaster Ross Tucker complimented Clark during Super Bowl week, stating that his clips cut through his digital timeline. Rather than asking a few questions, carving time for a product plug and then thanking them for their time, Clark genuinely does not know the direction his interviews could take the show.
Instead of operating with a formulaic approach, he embraces his role as an active listener and is a welcome participant in the interview that sounds more akin to a discussion. There are benchmarks Clark wants to hit when he has a guest on the show, but there are still plenty of opportunities for free-flowing, extemporaneous talk as well, some of which comes through pertinent, direct follow-up questions.
“We have these guys for this set amount of time and can go anywhere with it,” Clark said. “We don’t have to ask them the score prediction [and] we don’t have to ask them what they think of [Patrick] Mahomes, although that could be a great question. We want to tailor it to what we think is going to be the best episode, and that can be anything.”
Going into his first recorded interview of the day, which was with free agent quarterback Baker Mayfield coming off a career-best season with the Tampa Bay Buccaneers, Clark knew that he wanted to mention the unforgettable offensive frenzy in a collegiate game against Patrick Mahomes. Mayfield led the Oklahoma Sooners to a 66-59 win over Mahomes and the Texas Tech Red Raiders in October 2016 by throwing for 545 yards on a 75% completion percentage, attaining a 266.3 quarterback rating in just 36 pass attempts.
Before he broached that topic though and other football-related questions, Clark offered an icebreaker question by asking Mayfield if he was a Vegas guy. In response, Mayfield said that he has had some good and some bad experiences in the city, causing Clark to follow up and ask what happened. This led Mayfield to delineate that when he was 21 years old, he arrived in the city and ran out of money quickly. As a result, he asked his friends for money to buy water, off which Clark handed him a water bottle. Another probing question elicited Mayfield to reveal that he lost his money by playing craps and that he can only handle about three days in the city.
Clark says he has usually had about 10 minutes to speak with NFL quarterbacks throughout his career, necessitating that he is efficient and intentional to best optimize his time. In order to ensure he does not waste a question and crafts an informative, entertaining discussion, preparation is imperative so he can approach a conversation with the necessary background knowledge needed to thrive.
“When someone comes on our show – and it’s a different goal if it’s a writing thing or it’s a journalistic endeavor – but when someone comes on, we just want to have the best hang possible and give people a story they’ve never heard before; analysis they’ve never heard before, and I feel like with Baker we did that,” Clark said. “Talking about how he salvaged his career; the doubt he had last year; how he kind of simplified everything – my takeaway was that Baker was really good for 10 minutes. I really enjoyed it.”
The interview remained close to the plan Clark originally outlined with his producer Michael Flynn, who was keeping detailed notes throughout the conversation sitting alongside the video and audio engineers. The setup in its entirety contained three cameras, several microphones and lights to enhance the quality of the production with wires running to power stations and other computers.
After the interview concluded, Clark and Flynn reviewed the segment and identified topics within the conversation that could work to repurpose into standalone clips. In the end, they determined that Mayfield’s story about losing money in Las Vegas satisfied that criteria. Moreover, they also concurred that Mayfield’s anecdote about reigniting his career would also constitute interest from the audience.
The editing process began almost immediately after the conversation ended with the intent to post the interview as part of a show episode that same day. For Super Bowl Week, Clark recorded new episodes of his show that were released daily.
Generally speaking though, new episodes of This is Football are posted on Sundays, Wednesdays and Fridays during the NFL season. He uses the rest of the week to book guests and prepare for upcoming interviews. Clark does not have sentiments of complacency and indifference, retaining ambition that he hopes will allow him to balance the Omaha Productions work with another writing endeavor in the future.
“I want to write – it’s my favorite thing in the world – but if I said, ‘I’m just a writer,’ I never would have gone to The Ringer. I never would have said, ‘Hey, I’m going to do this podcast,’” Clark explained. “….You can take storytelling you used to be able to do in writing and bring it to the digital space, and it gives you a unique perspective.”
Although he realizes he does not have the esoteric knowledge about football that some former players do, he can contextualize current situations and relate it back to previous experiences. For example, in his interview with former NFL quarterback Steve Young, Clark acknowledged that he did not know as much as Young. Consequently, he wanted to learn how Young reached a stage in his career where he was content with doing what is necessary to execute a play rather than demonstrate his immense talent at the quarterback position.
Clark took notes as he listened to all of Young’s weekly radio hits with KNBR during the NFL season before the 25-minute conversation at Media Row occurred. The program booked Young in advance, who, like Mayfield, was on a schedule of media appearances on-site throughout the day. Although the interview began 12 minutes late, Clark was not flustered and quickly spoke about San Francisco 49ers quarterback Brock Purdy and head coach Kyle Shanahan.
“If you come into a Steve Young interview and say, ‘I’m going to go toe to toe with you on ball talk,’ you’re going to lose, the audience is going to lose respect for you and you’re going to have no credibility in anybody’s eyes,” Clark elucidated. “But if you can come in and say, ‘Hey Steve – I’ve done a lot of leg work; I’ve watched a lot of Shanahan stuff, but what do you appreciate that I would never appreciate?,’ he knows what that means and he can give us a great answer.”
During the interviews, Clark asks a variety of different types of questions while trying to avoid closed and double-barreled constructions. The process of active listening, which is supplemented by facial expressions and salient mannerisms, are demonstrated consistently and indicative of comprehension. At the same time, Clark is comfortable admitting he has less knowledge in certain subject areas and empowers his guests to expound on areas of shrewd acumen.
Clark recorded an introduction positioning the listener for the episode following the interviews, lasting 50 seconds in duration and immediately getting to the hook. There is no close for the show, instead ending on Clark thanking Mayfield for his time. Throughout the rest of the week, he repeated a similar process with guests such as Buffalo Bills quarterback Josh Allen, ESPN analyst Marcus Spears and Detroit Lions defensive end Aidan Hutchinson. While football is the main focus of his current work, he is open to exploring other areas to supplement the sport on the program as well.
“My feeling is to major in NFL always; that will always be the No. 1 thing,” Clark said. “Minor in college football and golf because I’m going to follow those sports and do research on those sports anyway, so I might as well talk about them.”
While Clark is enjoying his new job with Omaha Productions, he aspires to continue to grow the program to reach new audiences. One of those opportunities could be through a regular television slot, something he has yet to attain in his professional career. Clark is presently committed to growing the show with Omaha, and spending time on Media Row with current and former NFL athletes is a step forward in that direction. Just as he prepares for interviews, he ponders over how the show can continue to improve and further flourish with the company.
“The TV thing is very appealing, and I think if we can bring the perspective that we have on the show to bigger TV opportunities, I think we can have a cool thing going. That’s sort of the next year or so – I’m working on taking this show and its perspective; it doesn’t have to be this show – and growing it to new audiences, and a lot of that has to do with TV and a new audience.”
Markazene cannot pinpoint an end destination for the Omaha Productions audio division and is excited to be on the journey as it continues to broaden its reach and expand its notoriety. Clark is part of a deep roster of talented industry professionals poised to achieve stellar outcomes as Omaha Productions looks forward to what is ahead.
“It’s such an exciting place to work and the people are amazing,” Markazene said. “That’s the best part of it, but I think specifically for audio, we are a little bit over a year-and-a-half in now and also very pleased with the growth [and] pleased with the talent that we have with the shows that have been going since launch.”
Omaha Productions aims to create content that uplifts and unifies people, and Clark is already contributing to that mission through his journalistic background, commitment to the craft and passion for the storytelling process. Since the Super Bowl, there have been editions of This is Football previewing the offseason and free agency, and Clark remains invested in the space while continuing to hone his craft.
“I wish I had a better fake laugh because I don’t fake laugh at all,” Clark said. “It’s a problem because I’d be so much better at hosting if I just had a glorious fake laugh, and I’m working on it. It’s my offseason project – that glorious fake laugh.”
Derek Futterman is a contributing editor and sports media reporter for Barrett Sports Media. Additionally, he has worked in a broad array of roles in multimedia production – including on live game broadcasts and audiovisual platforms – and in digital content development and management. He previously interned for Paramount within Showtime Networks, wrote for the Long Island Herald and served as lead sports producer at NY2C. To get in touch, find him on Twitter @derekfutterman.
NHL Network Features ‘NHL Tonight’ and a Hat Trick of Other Top Shows For Hockey Fans
In addition to the flagship program NHL Tonight hosted ably by Jamison Coyle, the network offers an eclectic trio of shows with talented on-air personalities who face off every night.
Hockey has become the neglected pup of the mainstream sports media kennel, but with exciting young talent, divisional battles, and sustained physical play that has been pretty much eliminated from football and basketball, it remains a great watch. Nowhere is the NHL better presented than on NHL Network.
In addition to the flagship program NHL Tonight hosted ably by Jamison Coyle or Tony Luftman and featuring analyst EJ Hradek, the network offers an eclectic trio of shows with talented on-air personalities who face off every night.
Top Shelf is a fun entry in the NHL Network lineup. The program showcases amazing shots, acrobatic plays, mind-boggling saves, and all-around uniqueness on the ice. It also provides a look at what’s new on social media including funny player reels and cool takes on the game. The show also specializes in some behind-the-scenes locker room footage. In a recent edition, they ran video of the St. Louis Blues humorously exchanging Valentine’s Day cards and hugs.
The Valentine’s Day theme continued with video of Carolina Hurricanes players offering some questionable dating advice. The guts of the program is counting down the best plays in the NHL from that week’s action. Top Shelf offers viewers one-stop shopping to catch up on all the plays they may have missed but need to see.
The program is pretty much all video with no studio or on-screen hosts. The voice of Tony Luftman narrated the fast paced action moving from game to game and sequence to sequence. This particular episode highlighted another hat trick for Toronto star Auston Matthews, his sixth of the season.
Breakaway goals and crushing hits are the order of the day on Top Shelf. The video montages are backed by pulsating music and slick production values with quick cuts from one game to another. Voice overs on the action by NHL Network broadcasters such as E.J. Hradek and Bill Pidto add to the excitement.
If Top Shelf doesn’t provide a fix for the NHL junkie, On the Fly might just do the trick. The program provides a recap of the night’s games with star takes, stats, graphics, and high octaneaction. On the Fly features a rotating roster of hosts including Luftman, Siera Santos, Jamie Hersch, Jackie Redmond, Alexa Landestoy, and Erika Wachter among others.
Kudos to the production team for a powerful opening sequence with in-your-face graphics of NHL teams’ logos and images of NHL cities and regions. It actually gets you pumped up for the show. The recent episode I caught was hosted by the sublime Santos, who has made an indelible mark not only at NHL Network, but MLB network as well.
Her stylish demeanor, strong voice, and edginess break through the screen. On the Fly lets the games do the talking. Santos introduces the highlight, but then it is all action with actual game broadcaster sound. This is a cool way for fans to hear the local broadcasters for each team.
Santos provides excellent information and data leading into the highlights. Prefacing the Stars-Bruins matchup, she noted that the recent Bruins’ skid knocked them behind Florida in the tight East Division. The show also features postgame commentary from coaches and solid analysis. On this episode, Santos was joined by NHL Network personality Mike Kelly, an expert on hockey analytics and player evaluation. Santos and Kelly worked well together, reflecting on the highlights and providing pertinent statistics and historical perspectives.
There is no rest for the weary with On the Fly. The show often briskly moves from one game highlight to another with no studio chit chat. The pacing and content make On the Fly one of the best highlight shows in sports television. You better stay focused or you’re going to miss something.
Each show finishes with the Top Shelf plays of the night followed by Santos’ Top 3 Stars. On the Fly is a like a breakaway up ice – pure speed, flash, and excitement.
While On the Fly takes a look back, NHL Now provides a look ahead. The program gives you a front row seat to the latest hockey news and prepares viewers for an exciting night of NHL game action. Lauren Gardner or Jamie Hersch host the show alongside analyst Mike Rupp and they are joined by a former player analyzing and previewing the slate of games.
I caught a recent episode with host Lauren Gardner alongside analysts Mike Rupp and Scott Hartnell. The look of the show caught my eye. The hosts were casually dressed sitting in leather chairs with hockey bobble heads on tables between them – a real living room setup, like you’re just hanging out getting ready to watch a game.
Hartnell, a 17-year NHL veteran, does an excellent job commenting on the games, and his insight is unique while Gardner and Rupp are two of the strongest swimmers in the NHL Network talent pool. Rupp, an ex-player who scored the clinching goal for the New Jersey Devils in Game 7 of the 2003 Stanley Cup Final, has developed into a truly engaging personality.
His gritty experience sets him apart. Rupp is a hockey guy in the truest sense of the word – not a lot of flash and dash, just on the mark insight. Lauren Gardner is one of the most engaging personalities on sports television today. Like Santos and Redmond, she’s an absolute television chameleon moving in and out of various sports with great turns on both NHL Network and MLB Network.
Gardner is total effervescence, but her enthusiasm is tempered with mad skills. More than a vibrant personality, she’s an excellent host who lets the analysts do their thing and interjects her opinion when appropriate. It’s next level hosting and Gardner’s got it. She lives up to her last name, planting the seeds that sow great conversation. Gardner, Redmond, Santos, Wachter, and Hersch are like NHL Network’s version of Madame Web – strong and talented women with powerful sports voices.
Telling graphics, quick-hitting highlights, and no holds barred commentary are the hallmarks of NHL Now, but the talent sets the tone of the show. Rupp and Hartnell are unafraid to ruffle feathers and give straight up commentary.
The Daily Rush segment of the program provides updated NHL news and headlines. Rupp was extremely candid saying that the Vancouver Canucks, currently leading the Pacific Division, are not for real. He cited their lack of playoff experience and stated that they have talent and are fun and entertaining, but not consistent.
NHL Now also features interviews which have become “players only” segments for an, uninterrupted, 15-20 minute chat. On this particular program, they queried Brody Roybal, who has played nine seasons with the US National Sled Hockey team. It’s just another way in which the NHL Network covers the entire world of hockey.
The Tape Room segment of the show featured Hartnell and Rupp offering locker room insight while analyzing game action from a technical and strategic standpoint. Like most of today’s sports shows, NHL Now also offers dialogue on betting lines and prop bets.
Gardner moved the discussion to the recent 2024 Stadium Series featuring Metropolitan Division foes the Devils, Flyers, Rangers, and Islanders. The talk centered on the series’ impact on the standings. It’s an interesting topic because these outdoor games have an exhibition-like atmosphere, but they actually count.
NHL Now expertly combines interviews and information in a chill atmosphere with highlights, straight talk, fun exchanges, and hard hitting action. It’s what every fan needs to get ready for an exhilarating night of hockey.
John Molori is a weekly columnist for Barrett Sports Media. He has previously contributed to ESPNW, Patriots Football Weekly, Golf Content Network, Methuen Life Magazine, and wrote a syndicated Media Blitz column in the New England region, which was published by numerous outlets including The Boston Metro, Providence Journal, Lowell Sun, and the Eagle-Tribune. His career also includes fourteen years in television as a News and Sports Reporter, Host, Producer working for Continental Cablevision, MediaOne, and AT&T. He can be reached on Twitter @MoloriMedia.
Advertising Clients Need to Be Known Before They Are Needed
Should top-of-funnel (ToFu) marketing be a top priority or not?
Small to medium-sized businesses (SMBs) with advertising budgets that don’t allow for both digital and traditional broadcast advertising, like radio/TV, have to make a choice. Should top-of-funnel (ToFu) marketing be a top priority or not? ToFu marketing focuses on broad audiences and introduces them to your brand. The goal is to make a company known before they are needed. For example, if a homeowner has a leaky roof, who do they contact? Do they have a roofer they trust by memory, or must they enter ‘roofers near me’ into Google? A good roofer memory is likely because a ToFu strategy puts that roofer in the customers’ minds. Those customers respond to lower-funnel marketing tactics if they search in Google, yelp’s Top 10 roofers, or Angies List for a roofer. A ToFu strategy may still make a roofer jump off the Google page because the customer is familiar with that company. If they don’t know any company, those battles are won by whoever ranks first, has the lowest price, or has the quickest response time. The best roofers do not always win them. ToFu strategies lay the groundwork for future customer conversions. They also take time and money, but the results can be more sustainable. Here’s a closer look at the factors to consider:
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1. Cost Considerations: Traditional ToFu marketing channels, such as consistent monthly radio/television campaigns, print media, and prominent community events, can be outside an SMBs cash flow range. However, digital channels like content marketing, paid social media, email, and paid search can often be effective alternatives for SMBs. HubSpot’s State of Inbound report found that businesses prioritizing blogging are 13 times more likely to achieve a positive ROI than those not. And, if an SMB is a Business-to-Business (B2B) marketer, the Content Marketing Institute reports that 86% of B2B marketers use content marketing to get buzz and new customers.
2. ROI: SMBs should evaluate the potential ROI of TOFU marketing versus other marketing strategies. Some ToFu activities may not directly result in immediate sales, but they contribute to brand recognition and bring customer conversions in the long term.
Target Audience and Competition
1. Understanding the Audience: SMBs should assess whether their target audience is actively searching for their products or services or if there is a need to create awareness from scratch. If the target market is unaware of the brand or solution, investing in ToFu marketing becomes critical. For example, if you are a breakfast/lunch restaurant with a great breakfast business but need a larger lunch crowd. The customers know you for pancakes, not paninis-ToFu could be for you!
2. Competitors: SMBs should know if competitors invest heavily in ToFu activities. If competitors are doing ToFu marketing, it may be necessary for SMBs to put money there not to fall behind or be seen as a lesser brand.
1. Brand Building: Early on establishing a strong brand presence can pay dividends in the long run. Even with limited resources, SMBs can leverage blogs, make social media posts, and participate in community events to build brand awareness and credibility. This is a great place to get started with learning how to push content out to get business and how to be involved in your community. The Content Marketing Institute reports that 86% of Business-to-Business (B2B) marketers use content marketing to generate brand awareness and attract new customers.
2. Customer Conversion: ToFu marketing helps fill the sales funnel with leads and pulls them through the bottom of the funnel. While immediate customer conversions may be limited, laying the groundwork for future conversions is vital for sustainable growth. According to a report by Nielsen, 59% of consumers prefer to buy products from brands they recognize. It can pay well to be known before needed.
1. A/B Testing: Experiment with different ToFu strategies and measure their impact. Ensure the ‘test’ is at least 6-12 months to see if you can change customer behavior.
2. Adapt: While ToFu marketing may not always be a top priority, it’s important to stay on top of shifts in customer preferences and adjust strategies accordingly. Sales Reps who call on SMBs who know the market’s pulse or share local market intelligence have value in creating more customer conversions. Most SMBs don’t get to talk to 10-15 different business owners in their community weekly like they do.
While ToFu marketing is essential for building brand awareness and attracting new customers, SMBs must balance investing in ToFu opportunities and staying on top of other pressing priorities. By evaluating how to allocate budget, knowing the target audience, and using long-term marketing strategies, SMBs can become known before they are needed and influence why customers come to them.
Jeff Caves is a sales columnist for BSM working in radio and digital sales for Cumulus Media in Dallas, Texas and Boise, Idaho. He is credited with helping launch, build, and develop Sports Radio The Ticket in Boise, into the market’s top sports radio station. During his 26 year stay at KTIK, Caves hosted drive time, programmed the station, and excelled as a top seller. You can reach him by email at [email protected] or find him on LinkedIn.