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Sports Helped Biden, But Covid Reckoning Awaits

Unlike Trump, the President-elect vows to attack the coronavirus with a national mask order, which could jeopardize reckless leagues in 2021 until — or, if — a promising vaccine is ready.

Jay Mariotti

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We interrupt the celebrations inside the sports world — activism over Trumpism — for an urgent message from the President-elect. He vows to impose a nationwide “mandate’’ attacking COVID-19, which continues to ransack America but is viewed as just another nagging injury by pro and college football while being pooh-poohed, rather stunningly, by a baseball boss who didn’t punish Justin Turner as a potential superspreader.     

Pfizer says it has developed a promising COVID vaccine. The President-elect is hopeful, as we all are. He also is cautious, as we all should be.     

“Masks matter,’’ said Joe Biden, who wears one and wants everyone else to do the same. “It saves lives. It prevents the spread of the disease. All of the tough guys say: `I’m not wearing a mask. I’m not afraid.’ Well, be afraid for your husband, your wife, your son, your daughter, your neighbor or your co-worker. That’s who you’re protecting having this mask on. And it should be viewed as a patriotic duty to protect those around you. Anybody who contracts the virus by saying masks don’t matter, or social distancing doesn’t matter, I think is responsible for what happens to them.’’

Biden reiterates call for nationwide mask mandates at second event with  Harris

Meaning, nothing has changed. “Americans will have to rely on masking, distancing, contact tracing, hand washing and other measures to keep themselves safe into the next year,’’ Biden said Monday.

Got it, sports?

Probably not.

It was President Trump, remember, who encouraged and enabled the resumption of sports this year. He did so while mocking and dismissing the coronavirus, allowing leagues and conferences to take life-and-death risks in bulldozing and landmine-jumping through seasons. Schedules played inside Bubbles worked; schedules played outside Bubbles haven’t worked. The primary reason for the failures and outbreaks: Athletes and coaches haven’t obeyed protocols such as, oh, wearing masks. And if positive tests wreaked havoc, as they have in football, c’est la vie — even if means COVID chaos and major fines for NFL teams and scheduling chaos in the college game, such as the infection that sidelined the presumptive No. 1 draft pick, Trevor Lawrence, for the season’s best collision to date.

Without Lawrence, Clemson lost to Notre Dame in double-overtime, a thriller that shook the echoes hours after Biden and Kamala Harris spoke to the nation, this as people rejoiced on city streets coast to coast. America felt alive … until thousands of students and players’ family members — yes, thousands — rushed the field in South Bend, all packed together, some wearing masks and some not. How could this happen? I forgot. The Rev. John I. Jenkins, Notre Dame’s president, is a Trump supporter who tested positive at a Trump event and evidently doesn’t care much about a campus outbreak. Even when the public-address announcer repeatedly asked the throng to leave, everyone remained long enough … for a spread. Coach Brian Kelly, whose program has been rocked by the virus, had warned his players, “When we win this thing, the fans are going to storm the field. With COVID being as it is, we’ve got to get off the field and to the tunnel.”

Hypocritical Tweets Surface About Notre Dame's Field Storm

The players were slow to get through the green mob anyway. “I beat `em all to the tunnel,” Kelly said, “so that didn’t go over so good.”

Not that the players cared. “That was a cool experience for me, everybody rushing down,” said the star running back, Kyren Williams.

Oh, but there’s more irresponsible COVID news from the weekend. Only hours after MLB pardoned Turner for his self-indulging escape from COVID isolation following Game 6 — so he could celebrate a World Series title with teammates — nine members of the Dodgers organization have subsequently tested positive. If we can believe the Dodgers, five weren’t part of the MLB Bubble in Texas. The other four? The team and league haven’t commented, which smacks of a cover-up attempt.

The flouting, the recklessness, the megalomaniacal delusion that sports is bigger than the virus and can plow through it to recoup TV billions — this madness likely won’t be happening when Biden takes over as the 46th U.S. President. That assumes it isn’t an empty promise, which wouldn’t be a good way to start, and that he won’t back down to those who say a mask “mandate” isn’t legal. Biden already has formed a 12-person coronavirus task force, saying during his Saturday night speech, “We cannot repair the economy, restore our vitality or relish life’s most previous moments … until we get it under control. That plan will be built on bedrock science and constructed out of compassion and concern. I will spare no effort — none — or any commitment to turn around this pandemic.”

If he’s this determined, tell me: How will sports carry on in 2021, when leagues are hellbent to play outside protective lockdowns that allowed the NBA, NHL, WNBA and, eventually, MLB to survive in 2020? How will Biden win this war when too many human beings associated with sports aren’t responsible enough to wear facial coverings and maintain distancing? And when joyful Democrats, honking car horns and waving index fingers, weren’t wearing masks themselves?

In a pro-mask, no-vaccine, cases-surging, bleak-winter reality, sports could be reduced to intermittence or completely shut down. Did the anti-Trumpers in the industry ponder that when lobbying hard for Biden? Unlike Trump, who wanted games as weekend entertainment while doing favors for his owner pals, Biden will be judged early on how his virus directives impact states and municipalities. If he’s strict about banning fans from ballparks, there won’t be an MLB season. If he doesn’t want games played outside Bubbles in local arenas, there probably won’t be NBA and NHL seasons. If he objects to the rampant infections ravaging the NFL and college landscapes, how will football proceed? Trump cared about the multi-billion-dollar sports machine and its impact on the economy.

Biden prioritizes health over wealth, as he should.

Certainly, in retrospect, sports played a role in this transfer of power. If the vigorous efforts of LeBron James, Colin Kaepernick and their partners in activism didn’t exactly lead to a repudiation of Trumpism — see the President’s 71 million votes and absence of a Democratic “blue wave” — their tireless campaign against Trump did achieve a purpose.

They helped run him out of office.

Without them, he might be headed to a second term.

It didn’t take long for James to toast his second historic victory in four weeks. In a social media blitz, he retweeted a GIF of Trump’s “You’re Fired!” catchphrase and posted a photo of his famous 2016 Finals block with superimposed images: Biden’s face onto his, Trump’s face onto Andre Iguodala’s. When James and fellow NBA players agreed to complete the season in isolation, they demanded the league raise voting awareness and open up arenas as election sites — including State Farm Arena in Atlanta, where 40,000 cast ballots in a key swing state for Biden. Truly, no one can say sports activism efforts weren’t influential.

“More Than A Vote!” James kept imploring on social media, on t-shirts and inside the Bubble. As 2020 morphed into an extraordinary year, he targeted an unprecedented double whammy: Win an NBA title and take down Trump in one swoop. To do so, he emphasized the lost concept of getting out and voting, particularly in inner cities, recruiting athletes to promote the cause. James grew weak at one point, almost quitting on the league and the Lakers in the restrictive environment of Florida before the intervention of a Biden guy — you’ve heard of Barack Obama — persuaded him to stick around. He realized the larger mission required his presence. On Election Eve, knowing Hillary Clinton lost in 2016 because she lacked urban support in major cities, James messaged his 74 million followers to vote for Biden, writing, “One more day. Please!! We need EVERYTHING to change and it all starts tomorrow.”

As Biden finally pulled away, in a race somehow more mind-numbing and bananas than the last one, James was responding with clapping emojis to a tweet detailing Biden’s success with Black voters in cities within decisive battleground states: Detroit, Atlanta, Philadelphia and Milwaukee. Was the increased turnout and the more monumental development — the highest voter rate for a U.S. presidential election since 1900 — all about the urgings of sports figures? No. But they certainly impacted the stir. People noticed when athletes and coaches embraced “Black Lives Matter” as a historic power mission after the police-brutality death of George Floyd … when NBA teams boycotted games after the police shooting of Jacob Blake … when Patrick Mahomes and other Black NFL stars taped a video that prompted a philosophical 180 from commissioner Roger Goodell, who admitted the league was wrong to ignore longstanding racial injustice concerns.

In an election that needed a bump to make a difference, sports may have been the impetus to dethrone Trump, if not white supremacy, which is still alive and not well. Just as Rome wasn’t built in a day, America must re-start somewhere, even with a new president who might let the economy slip into chaos and, at 78, can’t get the names of his grandchildren straight. If Biden doesn’t finish his term, Harris will. She is a woman of color who lives in the Los Angeles neighborhood of Brentwood, where James owns two homes. Connect the dots.

Generally, I don’t endorse sports figures as political hell-raisers. The Kaepernick kneeling campaign was proud and powerful, but his supporters conveniently ignored that his once-estimable quarterbacking skills had waned — and the protests began to drag. There were times during the Trump presidency when relentless, top-this activism interfered with the fun and escapism of the games, such as when the esteemed NBA coach, Gregg Popovich, endlessly unloaded on Trump as a “soulless coward” and “a pathological liar in the White House, unfit intellectually, emotionally and psychologically to hold this office, and the whole world knows it.” His disciple, Steve Kerr, would chime in, and the messages grew stale and orchestrated. Another title team rejects the White House invitation? Yawn. But as America moved toward Election Day, the Kaepernick influence took effect. It was difficult to ignore what Trump had said in 2017 as NFL players continued to kneel: “Wouldn’t you love to see one of these NFL owners, when somebody disrespects our flag, to say, `Get that son of a (expletive) off the field right now. Out. He’s fired!’ “

He also engaged in a needless Twitter rift with U.S. soccer star Megan Rapinoe, who said she wouldn’t visit the White House if her team won the World Cup. Trump should have wished her luck. Instead, he wrote, “WIN first before she TALKS!” She won, and Trump was a perceptive loser again. This came after Trump, with more dumb timing, mocked James’ intelligence after he opened his “I Promise” school, which came after James refused to stay with his team at the Trump SoHo in New York. But unlike other loose cannons, James went months without another firebomb. He waited to pick his spots … and the summer and fall of 2020 were his windows, especially amid Trump’s limp response to COVID-19.

A change in the White House, of course, doesn’t mean the end of Trump. His supporters will grow even louder, and their influence continues to be an ominous enemy for a sports world damaged by his lax approach to COVID. Significantly fewer people are watching events this year. If the pandemic is the big reason, a recent MKTG-SRI survey showed 33 percent are tuning out because “sports have become too political.” The NBA ratings collapse can be attributed, in part, to predominant “BLACK LIVES MATTER” messages on the Disney World courts. And it’s telling that commissioner Adam Silver is finished with the signage, telling ESPN, “(T)hose messages will largely be left to be delivered off the floor. And I understand those people who are saying `I’m on your side, but I want to watch a basketball game.’ “

The athletes, emboldened by their Trump purge, will want their voices to be louder in the future. But the future of sports is too uncertain, with COVID blazing uncontrollably, to let activism carry the same weight. The entire industry, athletes included, should focus on helping Biden confront the virus and lifting sports from its current niche space. Just because there’s a new president doesn’t mean people will flock back to sports, with 20 million Americans still unemployed as a nation pivots. Responsible as Silver and other commissioners have been in handling the virus, Goodell and MLB’s Rob Manfred continue to be negligent. It’s appalling how Manfred, after initially condemning Turner, flipped when no one was watching him and issued no penalty.

“In retrospect,” Manfred said in a statement, “a security person should have been assigned to monitor Mr. Turner when he was asked to isolate, and Mr. Turner should have been transported from the stadium to the hotel more promptly.”

Why did MLB suddenly take the p.r. hit, allowing Turner to conveniently apologize in the same statement? Because Manfred and the owners, who’ve pocketed $1 billion for getting through October, don’t really care anymore what happened that night. Never mind that the L.A. County Department of Public Health said nine people associated with the Dodgers — and at least one family member — had tested positive. Never mind that the Dodgers, thrilled to finally have won the big trophy, have vanished.

Such is the sham of sports and the coronavirus. “You know,” Clemson coach Dabo Swinney said of Lawrence, “if he was going back to his desk job, he’d be right back to work on Thursday.” Remind Dabo that Trump lost.

LeBron and the rabble-rousers refused to shut up and dribble. They won the biggest championship of their lives, in fact. “There are so many bigger things and so many greater things that’s going on,” James said. “If you can make an impact, if you can make a change, if you can have a vision, it just helps out so much, not only in the community but all over the world. Where do we go from here? We don’t stop, obviously.”

How LeBron James Evolved Into a Social Activist and Became Donald Trump's  Most Influential Adversary | Complex

Next, the activists must help sports confront the virus. If they can sway a presidential election, they surely can support Biden by making sure their brethren in all leagues are masking up and growing up.

If not, they might not have jobs themselves in 2021.

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Barrett Media Hires Jeff Lynn to Spearhead Music Radio Coverage

“Adding Jeff to our editorial team to spearhead our music radio coverage is important for building brand identity and trust across the industry.”

Jason Barrett

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Barrett Media is expanding its content focus starting on Monday July 15, 2024. I announced these plans on May 6, 2024. Since then, I’ve had many conversations to identify the right person to bring our vision to life. Music radio will be our first addition. Coverage of tech and podcasting will come next.

Making sure we’ve got our finger on the pulse of the music radio business is the first step. With over 11,000 stations nationwide playing music, and entertaining listeners, there’s no shortage of stories to tell. I maintain that coverage of the music radio industry isn’t sufficient. We’re not going to solve every problem and nail every story but we’re going to work our tails off to try and make things better.

So, how can you help us? Email [email protected] so we’re aware of your success, career related news, and how to reach you for future feature stories. Sharing our content on social media and telling folks about the website once it’s live is another easy way to offer support.

To avoid any confusion, we will not be writing daily news on artists and record label activity. It’s why I’ve continued to mention ‘music radio’ each time I promote this expansion. We’re looking to focus our coverage on broadcasters, brands, companies, ratings, content, etc.. Artists and music labels may become part of our coverage down the road, but that’s not our immediate focus.

Which leads me to today’s announcement regarding our Editor. I spoke with a lot of smart, talented people for this role. Adding someone with management experience, who has a passion to write, a can-do attitude, a love for the industry, and relationships across formats is very important. I’ve found that person, and hope you’ll join me in welcoming Jeff Lynn as Barrett Media’s first ever Music Radio Editor.

Jeff’s experience in the music radio business spans nearly 25 years. He’s been a program director for iHeart, Townsquare Media, NRG Media, and Rubber City Radio Group. Those opportunities led him to Milwaukee/Madison, WI, Cleveland/Akron, OH, Des Moines/Quad Cities, IA and Omaha, NE. All Access then hired him in 2022 to leave the programing world and serve as a Country Format Editor, and manager of the outlet’s Nashville Record promotions. He remained in that role until August 2023 when the outlet shut down.

“I am honored to join the team at Barrett Media to guide the brand’s Music Radio coverage”, said Jeff Lynn. “Radio has been a lifelong passion and pursuit of mine. To be able to tell stories of the great work being done by radio pros and broadcast groups is very exciting. They are stories that need to be told. I can’t wait to get started.”

Jeff Lynn with Jelly Roll

I added Ron Harrell, Robby Bridges, and Kevin Robinson as columnists two weeks ago. Bob Lawrence and Keith Berman then joined us this past Monday. We’re quickly assembling a talented stable of writers, and with Jeff on board as our Editor, we’re almost ready for prime time. The only thing left to do is hire a few features reporters. I’m planning to finalize those decisions next week.

Building this brand and making it a daily destination for music radio professionals will take time. It starts with adding talented people, covering the news, and creating interesting content consistently. If we do things right, I’m confident the industry’s support will follow. Time will tell if my instincts are right or wrong.

Jeff begins his new role with Barrett Media on July 1st. Adding him to our editorial team to spearhead our music radio coverage is important for both building brand identity and trust across the industry. I’m eager to work with him, and hope you’ll take a moment to say hello and offer your congratulations. He can be reached by email at [email protected].

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Greg Hill is Turning the Tables in Morning Drive on WEEI

“I think this business is slowly moving farther and farther away from dollars being dependent on being the #1 station or where you’re ranked when it comes to Nielsen.”

Derek Futterman

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Greg Hill
Courtesy: Audacy

Earlier in the week, the Boston Celtics secured their 18th NBA championship. Across a variety of sports radio stations, especially those in the Boston-Manchester designated market area, the triumph was a subject of discussion on Tuesday morning. Within morning drive on WEEI, host Greg Hill provided his thoughts on the team and its achievement.

Akin to the Celtics, Hill aims to position his weekday program to thrive and sustain success. After working in the industry for many years, some professionals can exhibit a sense of apathy, but for Hill, it is quite the opposite, exhibiting congeniality and authenticity to the audience as a whole amid this quest.

Although Hill broadcasts on a sports talk station, the morning show spans beyond comprehensive sports discussion while implementing a variety of other topics into its daily discussion. In fact, Hill defines the breadth of topics into two distinctive categories, one of which is sports while the other covers an assortment of miscellaneous subjects mentioned on the show.

“I think it’s more beneficial if you are a radio person and you know what you think works when it comes to doing radio,” Hill said. “If you can find a way to keep the audience entertained and engaged and try, if you can, to present content that’s different than [what] they might find somewhere else, then that’s more important than necessarily a vast X’s and O’s knowledge when it comes to sports from my perspective.”

Sports teams in the city of Boston have established a tradition of grandeur and excellence, making a habit of remaining in contention for championships every year. In fact, the Celtics championship ended the city’s title drought that spanned just over five years. During that time, the media ecosystem has changed with a prioritization on digital distribution in addition to more niche content offerings. As a long-tenured radio host, Hill has been able to successfully adapt by optimizing the idiosyncrasies of the medium while also being open to innovation.

“The old adage about, and I think it still remains a unique advantage when it comes to this medium, is that when you wake up in the morning, you want to know, ‘What happened? What happened last night?,’ and you want to hear people give you their slant on it,” Hill said. “My function, I think, is to give everybody the opportunity to share their opinions on stuff.”

While Hill has become a respected sports radio host, he initially started working in another sector of the industry. During his time as a middle school student, he worked a paper route and saved his money to buy two turntables and several 45-rpm records. Hill would then go to the garage of his parents’ house and host a radio show with no audience, working to master the craft in his nascence. As he grew older, he started to bring his records to his high school radio station and take the air.

The passion and verve he possessed for the medium, along with his talent in the craft, helped him land a job at WAAF as a promotion coordinator. As he began to showcase his abilities, he earned chances to go on the air over the weekends and overnight. Morning show host Drew Lane later asked Hill if he wanted to do sports on the program, and he continued to grow from there.

When Hill was named the host of the new Hill-Man Morning Show on WAAF a few years later, he needed to find a way to stand out in the marketplace. After all, he was facing competition from Charles Laquidara on WBCN and a variety of other media outlets, and it took time for the program to eventually break through. Hill took the opposite approach of other stations in the area to render the show distinct from those on other media outlets.

“WBCN at the time was an older-targeted station, so we targeted the station towards Men 18-34 and figured that we could grow as they grew,” Hill said. “So we were just going out attending every single possible event where somebody might be, going out before concerts and shaking hands, and doing all that stuff that I think you have to do in order to try to get people to try your show and try your station.”

Hill’s program catapulted to the top of the marketplace, and he signed a lifetime contract after 26 years on the air to stay at WAAF. In signing the deal, he never thought he would work anywhere else, but things changed three years later when Gerry Callahan hosted his last show in morning drive on WEEI. Then-Entercom announced that it was adding Hill to the daypart to host a new morning drive program and retained co-host Danielle Murr in the process, commencing a new era for the outlet. Shortly thereafter, WAAF was sold to the Educational Media Foundation and re-formatted with contemporary Christian programming.

“I never thought [W]AAF would go away,” Hill said. “It was a legendary rock station, and I still to this day will flip by that station and hear Christian rock music and sit there in silence for a couple of minutes for that great radio station, but being the same company and the same market manager at the time [in] Mark Hannon, when that opportunity came up [to] try something different and to make a change, I was really excited about it.”

In moving formats, Hill and his colleagues evaluated the program and determined how they could grow their audience on WEEI while staying true to the essence of the show. The program, however, was going up against Toucher & Rich, the hit morning show on 98.5 The Sports Hub, and others.

“I think this business is slowly moving farther and farther away from dollars being dependent on being the #1 station or where you’re ranked when it comes to Nielsen,” Hill said. “To me, the most important thing is that we’re doing what we should do to get partners for the radio station on the business side of things and delivering results for them.”

Hill is cognizant of the success of 98.5 The Sports Hub but articulated that the ranking does not matter to those spending money on radio. Instead, he claims that it is about the level of engagement and patronization of the product that facilitates interest in the brand.

“From a differentiator point of view, we’re up against, on the sports side of things, an incredible radio station that has done an amazing job of being #1 in this market for a long time with really compelling personalities,” Hill said. “I think it’s incumbent upon us to try to find ways to be different when it comes to our choice on content and the way in which we present it, and then outwork them when it comes to going out and meeting people who might listen to the show.”

Whereas Hill was originally a solo host during his early days on WAAF, he is now joined by Jermaine Wiggins and Courtney Cox, both of whom bring unique aspects that enhance the program. Wiggins, a former tight end for the New England Patriots, provides his knowledge of football and the perspective of a professional athlete. Cox is the youngest person on the program and has a unique approach from her time covering sports at NESN while embracing the humor and repartee on the show. Show producer Chris Curtis, who worked with Hill at WAAF, also contributes to the conversation as well and has helped maintain synergy.

“Whether it’s the co-hosts on the show or callers, I love when they are having fun at my expense, and I think that self-deprecating humor to me is the best,” shared Hill. “If we have a show in which I end up being the punchline or end up, whether it’s my age or lack of technological skill or my frugality – whatever it is – that to me is my favorite part of what we do and that personality coming through, I guess.”

Hill uses his platform to benefit the community through The Greg Hill Foundation, a nonprofit organization he founded to provide families affected by tragedy with immediate needs. He created the foundation in 2010 to celebrate two decades on the air at WAAF before the advent of crowdfunding in a quest to give back. The foundation has donated over $20 million to more than 9,000 beneficiaries during its 14 years.

“We’re lucky in radio because we have this incredible tradition of public service, and I think everybody in radio feels this obligation – this great obligation to use the airwaves to help others,” Hill said. “We’re granted the incredible platform in which we can actually get people to respond when help is needed, and so I wanted to be able to use that microphone and the radio station on those days to be able to help the beneficiaries in our area who needed it.”

Hill recently signed a multiyear contract extension with Audacy-owned WEEI to continue hosting The Greg Hill Show. Part of what compelled him to remain at the station was working with Ken Laird, the brand manager of the outlet who used to be his producer at WAAF. Moreover, he has known Audacy Boston market manager Mike Thomas for over two decades as he leads the cluster of stations in an environment with many entities looking to garner shares of attention.

“To be able to have the opportunity to work with those guys, know what they are, what I need them to do to keep them happy and to have the opportunity for us to, from a team perspective, that we have one clear mission in mind, and that is to be No. 1,” Hill said. “No. 1 in revenue and No. 1 when it comes to ratings, so to be able to sit there and go, ‘Alright, since I came here five years ago, we definitely have some wins, but there’s still a lot that we have to do,’ and to be able to do it with them together was way more interesting to me than any other opportunity.”

Even though Hill has worked in the sports media business for many years, he remains energized by the prospect of achieving goals and having the privilege to host his radio program. In the past, he has stated that he would like to slow down in his career, yet he is unsure what he would do without working in radio.

“That being said, I’ve been getting up at the crack of dawn for 30-something years, and I’m definitely feeling it more than I used to,” Hill said. “But sometimes I think it would be fun to go and do one more radio show where I play seven great songs an hour, as long as I get to pick whatever I play and there’s no research and there’s no computer programming the music. I sometimes think about that, but I just love doing this.”

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If Jim Rome is Willing to Innovate, So Can You

Jim Rome is 59 years old and has been at this for 35 years. And if he finds value in embracing new platforms, you, your hosts, and your stations should be able to do it, too.

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Photo of Jim Rome and a logo for the X platform

Jim Rome is 59 years old. He’s been in the sports talk radio game since before I was born. And earlier this year, his show left CBS Sports Network to begin a live simulcast on the Elon Musk-owned X platform.

And it has exposed him and his show to a much wider, and frankly much younger, audience in the short time since the simulcast began.

If you search X, you’ll see either “I didn’t know Jim Rome was still around” or “I’ve never heard of Jim Rome, but I saw his show on here,” posts.

Now, that doesn’t mean he’s abandoning terrestrial radio. In fact, he recently chastised a caller for talking poorly about “scratchy AM radio”, which elicited a strong defense of the medium from the sports talk legend.

But I can’t help but think that if — at this stage in both his life and his career — Jim Rome is willing to try new things, so can you, your show, or your station.

To be frank, Rome has every reason to coast. Rest on his laurels. Simply collect a paycheck and call it a day until his contract is up. But that’s not what he’s doing. He’s innovating. He’s taking chances. I’m sure it’s a much safer feeling — especially for someone about to reach 60 (you look great by the way, Jim) — to stick to a familiar simulcast on cable TV. For damn near 40 years, that’s been the dominant player in the space. But it isn’t 1992 anymore.

Listening to Rome describe the new simulcast makes either one of two things true: Either he doesn’t truly understand what he’s doing, or he believes that his audience is potentially too old to understand streaming. Because he talks about the new venture like he’s trying to explain it to a five-year-old, but at least he’s out here attempting it.

Listening to many shows or stations around the country has at times led me to have a cynical view of the industry. Lipservice is often paid when you hear leaders say “We’re in the content business, not the radio business,” but then only put their content on the radio. Or in podcast form, in three-hour blocks with the live traffic reports still included in the audio to really cement home the fact that the producer couldn’t be bothered to even attempt to edit it before publishing.

Don’t get me wrong, there are some stations that have fantastic radio, podcast, digital video, and social media strategies. Others excel at live events.

But many — you could argue too many — are resting on their laurels, taking a “this is good enough,” approach to the format and its content, and hoping that nothing ever changes.

The problem is the world changes every single day. And if you don’t keep up, you’ll be left behind. If the biggest and best stations in the industry fall behind, the entire format falls behind. And I don’t want to see that happen.

If you don’t have a digital video strategy in 2024, I have one quick question: Why not? I was a Program Director in market #228, and we had a digital video strategy.

If you don’t have a podcast strategy in 2024 that’s better than “just put up the entire show from today”, I have one quick question: Why not?

“Why not?” is likely the question Jim Rome asked when he was presented with the opportunity to move his show from the safe haven that was CBS Sports Network and bring it to a wider, younger, and more accessible audience on social media. Now, was it a risk? Absolutely.

But that’s the point. Be willing to take the chance. Be willing to try something different. Experiment. Learn. I can empathize with those who are frozen by the fear of failing. It’s a completely valid worry. But not growing, not chasing every revenue and content avenue possible, and not learning something new is a bigger risk, in my book.

I’m not here to suggest you take an ax to everything you’ve done on your show, your station, or your cluster, but I will strongly advocate for expanding your horizons and attempting to meet your audience wherever they may be. And even if that audience might be in places you’re unfamiliar with, familiarize yourself. Do I get the impression Jim Rome was super familiar with live video streams on X before taking his show there? No. But he was willing to take a chance, knowing that it might benefit in the long run.

I hope you operate in the same spirit.

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