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Do Morals Make A Sports Radio Career Harder?

“The challenge is, how to objectively cover something or someone when it goes against your morals and principles.”

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This week, when former Florida Gator Tim Tebow signed with the Jacksonville Jaguars, I wanted to tweet a few things. Then, I remembered that unlike years past, Twitter has become more toxic.  After dealing with the blowback of “Wear a mask,” I held my social media tongue.  Then, it dawned on me. I don’t think I could do a show in Jacksonville right now in the slightest.

My issues with Tebow go back to a documented incident in 2013 where he wanted to speak at a church in Texas that was known to be anti-black, anti-Muslim, anti-gay, and anti-Jewish.  I said on Fox Sports Radio then that I was anti-Tebow.  I still remember hearing the complaints from listeners.

Tim Tebow will be a bigger distraction to the Jaguars than he's worth -  SBNation.com

I do not apologize for my thoughts on Tebow.  I reiterated my sentiments when he signed a publicity stunt disguised as a minor league baseball deal with the New York Mets.  It was something I believed in then and stand by now.

The challenge is, how to objectively cover something or someone when it goes against your morals and principles.

“Be honest with the audience, but you don’t have to tell them the whole truth,” FOX Sports Ft. Myers morning show host David Moulton explained when I approached him with my Tebow dilemma. “You can say, Hey, I’m not a Tim Tebow guy, but you don’t have to go to the depth of explaining why that is.”

“In Alabama, if some kind of scandal went on with (Alabama) coach (Nick) Saban, here they would be like ‘we know Saban and all that stuff, so you know, we gotta be nice to the guy,” John Mountz, Program Director for the Alabama Radio Network. “What’s worse is if your station has a relationship with the team you run the risk of possibly losing some relationships by what you were going to say as an objective broadcaster.”

“I’ve known talk show hosts that make nobody mad,” Mountz elaborated. “They also entertain nobody. And they usually don’t last very long. It’s the ones that actually kind of shake things up really are the ones that get the following and last long-term. Yeah, you’re going to tick people off. It just comes with the territory and, I guess that’s where you do have to be careful. I think being a smart businessperson is knowing that there are dollars to be made.”

Alabama is a unique market in that college football is such a massive part of the culture. Last year, I was bothered by Alabama’s apparent defiance at Covid-19 when the subject was raised that college football maybe should not have been played. I was pro-NFL, but against college, because those young men were being asked to take great risks while pro players could opt out and still make huge sums of money.  College kids do not get a penny.

I asked Mountz if there were any broadcasters whether in his employ or not, that objected to the Crimson Tide playing at the height of the pandemic in Summer 2020. Shockingly, he could not think of any. (sarcasm noted)

These coronavirus memes, in your moment of levity, spreading faster than  COVID-19 - al.com

Standing up for what you believe is something I was instilled with early in age. It’s something I try to impart to my children. In sports radio, that is a slippery slope.

“I think if the last year and a half has taught sports media hosts anything, it’s that kind of be open, be honest and give your opinions,” said Mike Rutherford, radio host and owner of the blog Card Chronicle, covering Louisville sports. “If people don’t like it, they will not come back. That’s kind of the way I’ve handled things. Maybe they’ve lost a few listeners or lost a few readers, but I think in the long-term, it probably has been more beneficial for them.”

In 2008, Red Sox DH Manny Ramirez got into an altercation with a traveling secretary for the team.  Jack McCormick had not gotten tickets that Ramirez requested. Ramirez then pushed the 63-year-old McCormick to the ground.

I was working for Major League Baseball in 2008. I called for Manny to be suspended.  Instead of suspending the slugger, the Red Sox traded him to the Los Angeles Dodgers. MLB launched the “Manny-Wood” campaign and celebrated his arrival in Southern California.

I was outraged. Yet, I was an MLB employee.  I was not asked to change my opinion, but rather to downplay it. It is the same skin-crawling feeling that I felt when Tebow signed with the Jaguars.

Rutherford explained that while Louisville is a liberal city, its sports fanbase is rather conservative. Covering the Rick Pitino saga as well as the return of Bobby Petrino was like walking a tightrope.

“If you are open and honest about your political beliefs or about your views on society, people will respect you,” Rutherford said. “And the ones who don’t are probably going to come back to the sports stuff anyway.”

Play-by-play announcers and most reporters can be factual without injecting their opinions.  A good example of that is the story of three controversial baseball players: Roberto Osuna, Aroldis Chapman, and Domingo German.  All have been suspended for domestic violence incidents.

Calling the games where they are pitching is a challenge.  A bigger challenge is trying to discuss Chapman’s fastball while finding his actions to be despicable on a talk show.

Another example is new Jets quarterback Zach Wilson.  His mother raised a controversy this week after she went on Instagram complaining about Disney World having strict mask rules.

Instantly, Wilson’s mom was characterized by the controversial rhetoric that splits the nation regarding masks, which are tangled within political landscapes. Wilson does not need the headache, but now might be asked to weigh in on a subject that might be received differently at BYU than in the Big Apple.

Wilson has a long career ahead of him. Fans will hope he makes more headlines about his football acumen than his mom does on Instagram.

BYU fans, here are the best Zach Wilson Jets games to watch in 2021 -  Deseret News

“At the end of the day, you are trying to attract that audience,” said Moulton. “You’re not trying to just inform and entertain an audience or doing that after you attract it.”

It is good to stand by your opinions, but it should also be noted, how difficult that can be.

BSM Writers

Imagine If Sports Media Had To Justify Its Own Tucker Carlson

“Of course Tucker Carlson lies. Even his most dedicated fans think he lies.”

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Gage Skidmore CC BY-SA 2.0.

Last week, our partners in the news media department posted a story about Tucker Carlson. It was about a recent interview the FOX News host did with some guy on YouTube. In the interview, Carlson admits that there are times he blatantly lies on his show – the most popular show that is broadcast by what is ostensibly a news channel.

“I guess I would ask myself, like, I mean I lie if I’m really cornered or something. I lie,” Carlson told Dave Rubin. “I really try not to. I try never to lie on TV. I just don’t – I don’t like lying. I certainly do it, you know, out of weakness or whatever.”

When I first read this story, I just dismissed it. Of course this jackass lies. Even his most dedicated fans think he lies. There is just no way he is actually as stupid as he pretends to be when he makes that “I am shocked by what I just heard” face. You know the one. It looks like he just discovered there’s a Batman movie where the suit has nipples.

born miserable on Twitter: "Tucker Carlson always looks like someone's just  shown him a picture of a vagina… "
Courtesy: FOX News

I tried to dismiss it, but then later in the week came his impassioned plea to Nicki Minaj’s cousin’s friend to come on TV to discuss his balls after the rapper tweeted a story about how the Covid vaccine made this guy’s testicles swell and thus ruined his potential wedding.

It is a clip that was passed around Twitter thousands of times. It showed up in my feed over and over with comments like “This is THE NEWS in 2021” and “I never want this man to stop talking about Nicki Minaj’s cousin’s friend’s balls.”

Can you imagine if Carlson’s bullshit was acceptable in sports media? I could write the same thing about FOX News in general, but let’s keep this focused on Tucker, because this past week he crossed the rubicon into a special category of absurd.

There are plenty of people in sports media that will go on TV and explain to you why a loss is actually good for a team or why undeniable greatness is actually unimpressive. This is someone going on TV and telling you that it doesn’t matter what you saw with your own two eyes on Thursday night, the Giants actually beat Washington or that the Brooklyn Nets can be dismissed as title contenders because there is no proof that anyone on their roster has even been to the All-Star Game.

I have written in the past that news commenters, be they on radio or television, do not impress me. Those people are not original or interesting at all. They aren’t even talented. I’m only bringing up that opinion to be completely transparent.

Sports Tucker Carlson would be a totally different animal. In fact, such a thing would be unacceptable.

Now, I am sure some of you are out there shouting that sports media does have a Tucker Carlson. In fact, the sports Tucker Carlson works for the same company that the real Tucker Carlson does. His name is Skip Bayless.

Llia L Retweeted This Skip Bayless LeBron Is Tired AGAIN??? Has Looked a  Little Lethargic All Night Isn't He Supposed to Be the World's Finest  Conditioned Athlete? MJ Never Got Tired MJ

Look, I hear you. Skip brings no sincerity to anything, but I also don’t think Skip has any values he is trying to push. His takes are ridiculous for the sake of being ridiculous. ALL HAIL THEM CLICKS!

Besides, the great thing about sports broadcasting in general is that the stakes of what we are talking about are pretty low. Creativity and absurdity are welcome. None of this is important, nor is there any illusion that it may be. No one is showing up at the Capital with zip ties and bear mace demanding the Chiefs be re-instated as Super Bowl champions or screaming at doctors that the Covid vaccine is a scheme to return Miami to relevance in the college football world.

Putting on my programmer hat for a second, I just cannot imagine how to justify a Tucker Carlson. Then again, my programmer hat was not made and fitted by people trying to pass performance art off as news. So, maybe me not getting it is the strategy.

Photo by Gage Skidmore CC BY-SA 2.0.
Photo by Gage Skidmore CC BY-SA 2.0.

Either way, this, to me, feels like very good information to take to advertisers next time they question the desirability of a sports radio audience versus a news audience. Our listeners are passionate, intelligent people looking to be entertained and engaged by conversations about their favorite teams and they’re willing to support the people that do that for them. The most popular name in news talk admits that he lies when the facts don’t match up to the story he wants to tell. The reaction from the public is “well of course he does.” Which one would you rather have your brand associated with?

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Back To Basics

Back To Basics: Teases

“If we think about this from a very basic level, we need listeners to hold onto our signal as long as we can possibly keep them.”

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I think one of the things I love about radio is how theoretical a lot of our strategies can be. We assume a lot in this business, and its largely because we have to. We assume we know what topics our listeners want to hear, we assume they know things that might actually need more explanation, and sometimes we assume they’re just going to stick around because they like us. Sure, there are metrics that you can follow, trends you can keep track of, and social growth that helps gauge your impact, but largely a lot of the content we put out, and specifically the way we put it out, we’re just hoping it lands. 

2,622 BEST Fingers Crossed Kid IMAGES, STOCK PHOTOS & VECTORS | Adobe Stock
Courtesy: Adobe Stock

I think one of the easy tactics to lose sight of when you’re going through the daily gauntlet of hours of talk time, is the good old fashioned radio tease. In an ever-increasing world of digital tracking and analytics, the value of a tease going into a commercial break can be difficult to track. And because we don’t know its true impact it can easily be forgotten or just ignored altogether.  To me, this is a massive mistake and a big opportunity lost. Sometimes, we just need to let common sense prevail when determining what is and is not worth our time.  

If we think about this from a very basic level, we need listeners to hold onto our signal as long as we can possibly keep them. How do we do that? Compelling conversations, debates, interesting interviews, and personality they can’t find anywhere else. All of that is great, but at some point you’ll need to go to commercial break, and no matter how likable or entertaining you think you might be, 6 minutes of commercials is likely going to take your average listener across the dial to a new location. So, how do you keep them or at least ensure they’ll find their way back? Give them something they need to know the answer to. Again, I’ll ask you to think about this logically: Which one of the examples below is more likely to keep a listener engaged through a commercial break? 

Example 1: “More football talk, next!” 

Example 2: “Up next, the one move that will guarantee Brady another ring, right after this!”  

We all know the answer. Example 2 gives the listener something to think about. You’ve provided just enough information that you have them thinking, while creating a gap of information that they will hopefully want filled. Yet, we opt for Example 1 way more than we should. Myself included. It’s lazy and more than anything it’s a lost opportunity to keep a listener.

The most loyal/die-hard members of your audience aren’t going anywhere, so it doesn’t matter how you go to break for those individuals. The least loyal, who maybe like your show, but they are just jumping around every day in their car or online, they aren’t sticking around no matter what you say. It’s those in the middle, the one’s who are looking for, usually subconsciously, a reason to stay or comeback. That’s the audience you’re providing this tease for. 

Teases are not for your most loyal listeners, teases are for people that are stopping by to see what you have going on, which is the majority of your overall CUME. If you can hook those casual listeners, even just a few, to stay through a commercial break and listen to a fertility clinic commercial, then you’ve done your job as a host. 

I find the best radio tease is direct, a good description that leaves the audience hanging for an answer or your opinion on the issue. Nebulous or nondescript teases don’t give the audience enough to sink their teeth into, you want to leave them guessing but if they guessing too much they’ll probably lose interest. You want to make them think, you don’t want them to have to solve a puzzle. 

Example 1: “Could Aaron Rodgers be subtly hinting where he wants to play next?” 

Example 2: “A player makes it known he wants out, but where does he want to go?” 

Both examples above are fine, it’s certainly a step up from the “more football, next” tease but Example 1 provides the listener with something specific enough for them to start thinking of answers in their own mind, thus creating that desire to see if their idea matches up with what you are about to tell them. Giving the listener a player or team that you know most of them care about, plus a level of mystery, equals a good/solid tease that is more likely to keep them hanging on through the break. Example 2 is good but the problem I find with those is that they’re so nebulous that you aren’t sure you care as a listener. You might want to know the answer, but without a solid description, you give the audience a chance to decide that they don’t care or you just simply miss the opportunity to elicit a response by not drawing attention to an item that they are passionate about. 

Photo by: iStockPhoto

The next step in all of this is making sure you follow up on what you tease. You might only get a couple opportunities to mislead a listener before your teases mean nothing to them in the future. If you say you are going to talk about Alabama’s dominance in the SEC around the corner, make sure you do it, and if you aren’t able to, I think its only fair to draw attention to the fact that you couldn’t follow up on it. Apologize and move on. It’s live radio, things happen, and I think people listening understand that but you also have to be respectful of the time they are giving you. 

Bottom line is, teasing is a radio parlor trick and it’s an easy one to lose sight of. We don’t prioritize them as much as we go along in this business, whether that be for egotistical reasons, laziness, or just not prioritizing them as part of the show prep process. Treat your teases with seriousness and a level of priority, the same way you do with the topics and content you create. We all know we’re not reinventing the wheel, there’s nothing that we can say that hasn’t been said 100 times in the sports talk sphere, but portraying that to your audience is doing them and yourself a big disservice. 

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BSM Writers

Athletes Are Making Their Money In Content

“Jordan’s example has led to the next generations’ emergence in entertainment, media, and sports. It is an emergence that is beyond in some ways what Jordan has accomplished.”

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In many ways, the voice of athletes started its exponential growth with the introduction of social media, where every human being has access to a personal broadcast channel to express themselves, their passions, stories, and ideas.  The athlete as an artist immediately expanded from highlight reel to Hollywood film and television reel as a content producer.  However, it was The Players’ Tribune, founded by Derek Jeter in 2014, that jumpstarted the athlete-driven voice of content, first in writing, and later in video, polls, and podcasts.  

On the Line: Derek Jeter | By The Players' Tribune
Courtesy: The Players’ Tribune

Michael Jordan was the first international athlete that made millions in sponsorship money—selling his name or attaching his name to products for the purpose of endorsing them for a profit.  He also starred in the Warner Bros. live-action/animated film Space Jam.  Jordan turned those partnerships into ownership of an NBA basketball team and a partner and focus of one of the most iconic athletic brands in the world, Jordan/Jumpman (Nike).  More recently, Jordan was the focus of the Emmy award-winning The Last Dance docuseries about the NBA Chicago Bulls six championships and more specifically the sixth and final trophy for Air Jordan his Bulls team.  He also co-owns a NASCAR team with Joe Gibbs.  

Jordan’s example has led to the next generations’ emergence in entertainment, media, and sports. It is an emergence that is beyond in some ways what Jordan has accomplished.  However, that is the point—the mentee should always outperform the mentor with proper, training, guidance, and a little luck too.  Where many athletes have pursued broadcasting work as color analysts during and after their professional careers in sports, Jordan did not pursue these avenues or seek to open a television or film production studio to develop entertainment, media, and sports content.  

The direct-to-consumer approach of Hollywood and sports networks through streaming platforms, combined with the introduction of athlete voices through social media and podcasts has led to more opportunities.  Los Angeles Laker LeBron James launched his SpringHill Company in 2020 not long after joining showtime in Tinseltown.  SpringHill is a content studio that develops and looks to other studios for major production and distribution.  LeBron has the sponsorship advertising prowess, but can also add documentaries and feature film content to his resume.  

Kevin Durant launched a podcast titled “The Boardroom” through his company, Thirty-Five Ventures.  With YouTube on par with Netflix in revenue (minus the paywall), it provides another direct-to-consumer platform for everyone and more opportunities.  Steph Curry launched Unanimous Media in 2018 as a content and production studio, originally in partnership with Sony Entertainment, now the studio is partnered with Comcast owned NBCUniversal in the $10 million dollar range.  

The media has deemed the Curry deal a first, which is noteworthy, but so is the faith and family focus of Curry’s programming that will span many brands in the NBCUniversal entertainment family.  Curry will join the NBC broadcast for the Ryder Cup as an analyst and host and interview guests for an educational series, which does not include film projects and the second $200 million dollar basketball contract Curry signed in 2021.  Chris Paul, Kyrie Irving, and Dwayne Wade have been involved with film projects of their own.  Tim Tebow is a nationwide celebrity and motivational speaker, not to mention a world-renown athlete and person with a big heart towards faith and philanthropy.    

Peyton and Eli Manning also have their own broadcast for Monday Night Football.  Peyton also starred in the very successful “Peyton’s Places” that will have season two launched soon on ESPN+.  Both are produced by Peyton’s Omaha Productions.

Speaking of Disney brands, the company’s 30 for 30 is still one of the main catalysts for highlighting the struggles and triumphs of athletes.  Hard Knocks, Ballers, and Jerry Maguire also gave insight into the world of sports beyond the field, statistics, and championships.   

The growth of entertainment, media, and sports has been and continues to be exponential.  Some additional areas to watch include development of series and docuseries in baseball, hockey, soccer, and in other popular, but not the big five sports in America (e.g., lacrosse, cricket, etc.).  With women’s sports receiving more attention on television, there are tremendous opportunities for growth in entertainment production particularly in women’s soccer. 

LFG (2021) - IMDb
Courtesy: WarnerMedia

To date, NBA players have dominated the entertainment, media, and sports landscape for Hollywood production.  However, to each their own, because some stars love developing content, others love speaking about content, and still others love to own content (particularly in the form of brands and franchises) (see Michael Jordan and Derek Jeter).  Indeed, the era of athlete as Hollywood producer is upon us.      

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