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Rush Limbaugh’s Style of News Talk Opened The Door For Sports Talk

“If you are building a brand that is bigger than the format or even the medium, it is brilliant. It turns you, and you alone, into the format. That is awesome for you. It’s not so awesome for the format.”

Demetri Ravanos

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I don’t like Rush Limbaugh, both from a political standpoint and from an entertainment standpoint. I don’t understand what the appeal of that show and living with that constant level of ire towards everything around you is. But that is not what this column is about. Reveling in a human being’s death is gross, even if it is the death of a human being you think is gross.

Image result for rush limbaugh studio

Let’s instead examine the good that Rush Limbaugh did for sports talk radio. You read that right. Not news talk, but sports talk.

This won’t be a rehashing of his Donovan McNabb take from his three hilariously awkward weeks on ESPN’s Sunday NFL Countdown. That is a moment forever catalogued in history alongside the fact that after Limbaugh said that the media only thought Donovan McNabb was good because he was black, McNabb and the Eagles went on to win 13 of their next 15 and secure an NFC title.

Instead, let’s rewind all the way back to 1987 when Ronald Reagan repealed the Fairness Doctrine. Radio stations no longer had to provide free air time for the community to respond to a host’s controversial opinions and Rush Limbaugh bloomed into his final form: shameless, unencumbered provocateur.

So this is an important part to add. Rush Limbaugh, despite having some abhorrent opinions on women and anyone with skin browner than an albino alligator, was really really good at broadcasting. He knew how to command the airwaves and entertain his audience. They didn’t know what they wanted until Rush gave it to them, and they responded with blind loyalty that translated into book sales, sold out speaking tours, and most importantly, monster ratings for the stations that carried his show. Monster ratings usually lead to revenue, and if you can reliably generate significant revenue, everyone is going to try and figure out how to do more of whatever it is you do.

But again, Rush Limbaugh was unusually good at talk radio. Programmers around the country could try their damndest to find someone that could copy what it is Rush did, but the result was usually some local politician or newspaper columnist that, at best, could deliver a single compelling segment.

Talk radio programmers have been stuck in this space for decades. Before I put my head down and focused on sports, I gave talk radio a whirl. I thought it would be a natural transition from a rock radio morning show and when I looked at Raleigh, North Carolina’s landscape of clones of Rush Limbaugh clones, I thought there might be an opportunity to succeed doing the exact opposite. I wasn’t going to be a liberal version of those kinds of shows. I was going to come in everyday and just laugh at the absurdity of politics and daily life. Me and my crew would operate from a place of “none of us know anything so let’s not take any of this seriously” instead of “I’m the only one you can trust to get you through this horrible moment in our nation’s history”.

I lasted six months before I became depressed and frustrated and decided I’d rather be unemployed than try to work with a program director who’s advice for me was “use Rush Limbaugh as show prep” or bookers that didn’t understand why I didn’t want to talk to the author of a book called Barack Hussein Obama, The Unauthorized Diary of a Muslim President (a real book by the way).

By relying on nothing but copycats of a single show to occupy every single prime day part, news talk program directors created a format that was exclusively for the angriest, oldest audience in the country. It was profitable. That can’t be denied. But realistically, how smart is it to build your empire on people that are ten years from death?

So, let’s backup a bit, because like I said, “who sounds like a local Rush?” has been the blueprint for hiring news talk hosts for more than 30 years at this point. All of that anger, that total void of variety created an opportunity. Sure, WFAN signed on as the nation’s first full-time sports talk station while Rush Limbaugh was still a local afternoon drive host in Sacramento. As the format was spreading around the country though, finding frequencies not only in Major League cities but also in the Albuquerques and Zanesvilles, the Rushification of news talk radio was in its heyday. And when the company that was then known as Clear Channel started flipping underperforming rock, AC, and CHR stations to talk and branding them all “Rush Radio,” the company then called CBS Radio was busy flipping rock and alternative stations to FM sports talk outlets.

Every time angry old white guy radio made advances, there was sports talk to build its own audience by picking up the guys that were left behind. The people that wanted to be stimulated with stories and conversation on their drives to and from work had their alternative. The format that appealed to the population that wasn’t operating from a place of constant fear had the audience it needed to thrive and grow.

Okay, let’s bring it back to the 2020s. Look at the national sports talk landscape. There is a diversity of backgrounds, a diversity of styles, and a diversity of content. Seriously, put on Colin Cowherd and then put on Pat McAfee. Those guys have the same job title, but their deliveries and styles couldn’t be more different. Put on Clay Travis and then flip over to Keyshawn, JWill, and Zubin. Those shows aren’t even talking to the same person, yet they exist in the same format.

Now let’s do the same thing with news talk radio. Ben Shapiro, Glenn Beck, Sean Hannity, Mark Levin, Dan Bongino, and Dennis Prager are all doing the same show, talking to the same guy about the same topics. Did you miss something Glenn Beck said this morning? Don’t worry. Sean Hannity will say the same thing later this afternoon.

On the local level, if you hear audio from a national show in the sports format it is because local hosts want to rip the national host that said something about the home town team that proves he is out of touch. If you hear audio from a national show during a local show in the news talk format, it is because the local host is worshiping his idol.

The politics that Rush Limbaugh embraced demanded sycophancy within the format. He wasn’t just conservative. He wasn’t just a Republican. Rush Limbaugh dared his detractors to disagree with him and then weaponized their disagreement with terms like “feminazis” and “liberal media”.

If you are capable of building a brand that is bigger than the format or even the medium, that’s brilliant. It turns you, and you alone, into the format. That is awesome for you. It’s not so awesome for the format though.

Image result for rush limbaugh in memory
from RushLimbaugh.com

As a programmer, the job is to get the very most out of your talent. It is to help them get to a place where their show sounds exactly like the version that exists in their head. You throw out the ideas of being a “local Cowherd” and instead find and nurture the thing that makes a host distinctly themselves. Coach your hosts into personalities that listeners are invested in. That is how you create interesting radio.

White guys turn 55 and decide to get really involved with their HOA everyday, so there will always be an audience for news talk…at least I think there will be. As long as that format stays as angry as it has been for more than 30 years, as long as every program director just rolls out Rush fanboy after Rush fanboy during drive times, the format won’t have personalities that listeners are invested in. They will have to rely on those listeners staying mad and bitter constantly. And sports talk radio will be there serving more interesting and fun content and finding an audience loyal to its hosts and advertisers in the millions of people that news talk left behind.

BSM Writers

Being Wrong On-Air Isn’t A Bad Thing

…if you feel yourself getting uncomfortable over the fact that you were wrong, stop to realize that’s your pride talking. Your ego. And if people call you out for being wrong, it’s actually a good sign.

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WRONG BAD

In the press conference after the Warriors won their fourth NBA title in eight years, Steph Curry referenced a very specific gesture from a very specific episode of Get Up that aired in August 2021.

“Clearly remember some experts and talking heads putting up the big zero,” Curry said, then holding up a hollowed fist to one eye, looking through it as if it were a telescope.

“How many championships we would have going forward because of everything we went through.”

Yep, Kendrick Perkins and Domonique Foxworth each predicted the Warriors wouldn’t win a single title over the course of the four-year extension Curry had just signed. The Warriors won the NBA title and guess what? Curry gets to gloat.

The funny part to me was the people who felt Perkins or Foxworth should be mad or embarrassed. Why? Because they were wrong?

That’s part of the game. If you’re a host or analyst who is never wrong in a prediction, it’s more likely that you’re excruciatingly boring than exceedingly smart. Being wrong is not necessarily fun, but it’s not a bad thing in this business.

You shouldn’t try to be wrong, but you shouldn’t be afraid of it, either. And if you are wrong, own it. Hold your L as I’ve heard the kids say. Don’t try to minimize it or explain it or try to point out how many other people are wrong, too. Do what Kendrick Perkins did on Get Up the day after the Warriors won the title.

“When they go on to win it, guess what?” He said, sitting next to Mike Greenberg. “You have to eat that.”

Do not do what Perkins did later that morning on First Take.

Perkins: “I come on here and it’s cool, right? Y’all can pull up Perk receipts and things to that nature. And then you give other people a pass like J-Will.”

Jason Williams: “I don’t get passes on this show.”

Perkins: “You had to, you had a receipt, too, because me and you both picked the Memphis Grizzlies to beat the Golden State Warriors, but I’m OK with that. I’m OK with that. Go ahead Stephen A. I know you’re about to have fun and do your thing. Go ahead.”

Stephen A. Smith: “First of all, I’m going to get serious for a second with the both of you, especially you, Perk, and I want to tell you something right now. Let me throw myself on Front Street, we can sit up there and make fun of me. You know how many damn Finals predictions I got wrong? I don’t give a damn. I mean, I got a whole bunch of them wrong. Ain’t no reason to come on the air and defend yourself. Perk, listen man. You were wrong. And we making fun, and Steph Curry making fun of you. You laugh at that my brother. He got you today. That’s all. He got you today.”

It’s absolutely great advice, and if you feel yourself getting uncomfortable over the fact that you were wrong, stop to realize that’s your pride talking. Your ego. And if people call you out for being wrong, it’s actually a good sign. It means they’re not just listening, but holding on to what you say. You matter. Don’t ruin that by getting defensive and testy.

WORTH EVERY PENNY

I did a double-take when I saw Chris Russo’s list of the greatest QB-TE combinations ever on Wednesday and this was before I ever got to Tom Brady-to-Rob Gronkowski listed at No. 5. It was actually No. 4 that stopped me cold: Starr-Kramer.

My first thought: Jerry Kramer didn’t play tight end.

My second thought: I must be unaware of this really good tight end from the Lombardi-era Packers.

After further review, I don’t think that’s necessarily true, either. Ron Kramer did play for the Lombardi-era Packers, and he was a good player. He caught 14 scoring passes in a three-year stretch where he really mattered, but he failed to catch a single touchdown pass in six of the 10 NFL seasons he played. He was named first-team All-Pro once and finished his career with 229 receptions.

Now this is not the only reason that this is an absolutely terrible list. It is the most egregious, however. Bart Starr and Kramer are not among the 25 top QB-TE combinations in NFL history let alone the top five. And if you’re to believe Russo’s list, eighty percent of the top tandems played in the NFL in the 30-year window from 1958 to 1987 with only one tandem from the past 30 years meriting inclusion when this is the era in which tight end production has steadily climbed.

Then I found out that Russo is making $10,000 per appearance on “First Take.”

My first thought: You don’t have to pay that much to get a 60-something white guy to grossly exaggerate how great stuff used to be.

My second thought: That might be the best $10,000 ESPN has ever spent.

Once a week, Russo comes on and draws a reaction out of a younger demographic by playing a good-natured version of Dana Carvey’s Grumpy Old Man. Russo groans to JJ Redick about the lack of fundamental basketball skills in today’s game or he proclaims the majesty of a tight end-quarterback pairing that was among the top five in its decade, but doesn’t sniff the top five of all-time.

And guess what? It works. Redick rolls his eyes, asks Russo which game he’s watching, and on Wednesday he got me to spend a good 25 minutes looking up statistics for some Packers tight end I’d never heard of. Not satisfied with that, I then moved on to determine Russo’s biggest omission from the list, which I’ve concluded is Philip Rivers and Antonio Gates, who connected for 89 touchdowns over 15 seasons, which is only 73 more touchdowns than Kramer scored in his career. John Elway and Shannon Sharpe should be on there, too.

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BSM Writers

Money Isn’t The Key Reason Why Sellers Sell Sports Radio

I started selling sports radio because I enjoyed working with clients who loved sports, our station, and wanted to reach fans with our commercials and promotions.

Jeff Caves

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Radio Sales

A radio salesperson’s value being purely tied to money is overrated to me. Our managers all believe that our main motivation for selling radio is to make more money. They see no problem in asking us to sell more in various ways because it increases our paycheck. We are offered more money to sell digital, NTR, to sell another station in the cluster, weekend remotes, new direct business, or via the phone in 8 hours. 

But is that why you sell sports radio?

In 2022, the Top 10 highest paying sales jobs are all in technology. Not a media company among them. You could argue that if it were all about making money, we should quit and work in tech. Famous bank robber Willie Sutton was asked why he robbed twenty banks over twenty years. He reportedly said,” that’s where the money is”. Sutton is the classic example of a person who wanted what money could provide and was willing to do whatever it took to get it, BUT he also admitted he liked robbing banks and felt alive. So, Sutton didn’t do it just for the money.

A salesperson’s relationship with money and prestige is also at the center of the play Death of a Salesman. Willy Loman is an aging and failing salesman who decides he is worth more dead than alive and kills himself in an auto accident giving his family the death benefit from his life insurance policy. Loman wasn’t working for the money. He wanted the prestige of what money could buy for himself and his family. 

Recently, I met a woman who spent twelve years selling radio from 1999-2011. I asked her why she left her senior sales job. She said she didn’t like the changes in the industry. Consolidation was at its peak, and most salespeople were asked to do more with less help. She described her radio sales job as one with “golden handcuffs”. The station paid her too much money to quit even though she hated the job. She finally quit. The job wasn’t worth the money to her.

I started selling sports radio because I enjoyed working with clients who loved sports, our station, and wanted to reach fans with our commercials and promotions. I never wanted to sell anything else and specifically enjoyed selling programming centered around reaching fans of Boise State University football. That’s it. Very similar to what Mark Glynn and his KJR staff experience when selling Kraken hockey and Huskies football.  

I never thought selling sports radio was the best way to make money. I just enjoyed the way I could make money. I focused on the process and what I enjoyed about the position—the freedom to come and go and set my schedule for the most part. I concentrated on annual contracts and clients who wanted to run radio commercials over the air to get more traffic and build their brand.

Most of my clients were local direct and listened to the station. Some other sales initiatives had steep learning curves, were one-day events or contracted out shaky support staff. In other words, the money didn’t motivate me enough. How I spent my time was more important. 

So, if you are in management, maybe consider why your sales staff is working at the station. Because to me, they’d be robbing banks if it were all about making lots of money.  

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BSM Writers

Media Noise: BSM Podcast Network Round Table

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Demetri Ravanos welcomes the two newest members of the BSM Podcast Network to the show. Brady Farkas and Stephen Strom join for a roundtable discussion that includes the new media, Sage Steele and Roger Goodell telling Congress that Dave Portnoy isn’t banned from NFL events.

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