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What Do You Learn From A Long Stretch On The Sidelines?

“We work so hard to land these positions and when they are gone, it can take time to get the train back on the track. Weeks turn into months, months turn into a year, then two years, then three.”

Demetri Ravanos

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The thing about sports radio that can be so frustrating is that there are only so many on air jobs to go around. That means that some good people will be left on the sidelines, sometimes for considerably longer than they ever anticipated.

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I wanted to talk to some of those guys today. I reached out to two buddies, Nick Kayal in Nashville and Jeff Pantridge in Raleigh. Neither has been totally on the sidelines. Nick has part-time gigs in both Atlanta and Nashville. Jeff has moved from the programming side into sales. Still, I don’t think either thought they would be where they are right now when they started their last full-time on air job.

So with all of this time on the sidelines and plenty of time re-evaluate what does and doesn’t matter to them, how have they changed? How has the way they think about radio changed?

Pantridge says he hasn’t changed much about how he applies. He still tries to learn all he can about a station and a market before sending off a demo or resume. What has changed is if he applies at all. After three years away from the microphone, he has learned to value himself a little more than he did before.

“For a while, I was applying for anything and everything,” he told me. “When radio is all that you know and you are forced out of the industry, you must piece together odd jobs until your next radio opportunity arrives. Leaving an odd job is easy. I was selling people insulation for a little bit. I don’t know anything about insulation. And let me tell you, selling insulation sucks. If I got an offer in 2019 to wash vans for a sports station in rural North Dakota, I probably would have considered it. Now that I have a more stable career in radio and digital sales with a great company, I can pick and choose where I want to apply. Plus, if I get an offer, I have the power to walk away if the offer isn’t worth changing my life, which I have done.”

Kayal has also reassessed what matters to him. He has a wife and two kids and realizes that any job he is offered doesn’t work for him if it doesn’t work for them.

“My wife and daughters are very happy in the south and they love living in Nashville,” Kayal said in an email. “Sure, if FOX Sports Radio was interested in me filling Clay Travis’s vacancy, I’d absolutely listen. If ESPN Radio wanted to hire me, I’d jump on it. If the chance to go back to Philadelphia was realistic, I’d be all ears. But largely, I am very happy with the 2 great stations I get routine work on and am focused on moving up the ladder at one or both of those places. I’ve also had steady work for both of them during the pandemic, so I am very blessed in that regard because I know a lot of talented people in the industry can’t find any fill-in work, much less full-time gigs.”

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I asked both guys how they see themselves in the business now. Are they hosts and only hosts? Could they see themselves being happy in another side of the building?

Kayal started in the sales side of the business. It is how he first got his foot in the door in radio, hosting a morning show from 6 until 8 am in Allentown, PA and then selling spots for the rest of the workday. It taught him the value of building relationships with a sales staff, but it isn’t something he wants to do again.

“At 37 years old, there’s no way I would do sales full-time. I still have too much of an itch to host. I have too much of an ego to being sitting in a cubicle or on the road listening to the show/host that I’m selling if I know I am more talented than that person. I just couldn’t do it,” he says with a laugh.

You have to give Kayal credit for knowing who he is. Whether or not people are lining up to hire him for a prime, weekday shift is irrelevant. He knows what makes him happy and intends to pursue it.

Jeff Pantridge is different. Maybe that is because he is older than Kayal. Maybe he just has a different set of priorities. Neither is wrong. Jeff just knows that sales provides some things for him that chasing low-paying on-air gigs cannot.

“It took me a while to realize this, but believe it or not, there is more to life than hosting a sports radio show. Is hosting a show more fun than sales? No question. Does it pay as much? Nope. I’m in my mid-40’s now, and I have come to a point in my life where I need to start thinking about retirement. I also love to travel, and when you are in radio and you are on vacation, there is always a piece of you that is worried that your station might replace you with your fill-in because they may come cheaper or may even be (gasp) better than you. Being in media sales, I can also have a direct impact on my community by helping these local businesses that support our products grow. That matters to me.”

May be an image of Jeff Pantridge and smiling

I wanted to wrap up giving both guys a chance to speak directly to programmers and GMs that do the hiring in radio. I don’t want them to pitch themselves or their ability. That is what the BSM Member Directory is for. I asked them what they would want hiring managers to know. What has a longer-than-anticipated stint on the beach taught them about the industry.

Pantridge says that he hopes companies and stations understand where value comes from in your audience. Spending time on the sales side of the business has taught him that quality is always more important and more valuable than quantity. He encourages hiring managers to think about what makes an audience loyal to a talent.

“I believe that a lot of sports radio ends up sounding the same, because there seems to be a universal formula that many management types follow. I understand that this is a business, and the endgame is to make money. With that said, there are many ways to do that. Now that I am in sales, I have come to realize that numbers are not everything. You also must create a passionate audience. If I am a radio station, I would rather have 200,000 passionate listeners than 500,000 passive ones. Local businesses have a much greater chance of connecting with them versus somebody that is just listening to the same old sports radio show because they like sports.”

He uses Dan Le Batard’s deal with DraftKings as an example. Pantridge says that a lot of local sports radio stations didn’t know how to make sense of Le Batard. All some managers saw was that fewer people listened to Le Batard in the station’s 10 am to 1 pm slot than listened to Colin Cowherd when he was there and decided it wasn’t working. DraftKings, on the other hand, saw an audience that didn’t listen passively and wanted to support their favorite show.

Nick Kayal just wants PDs and GMs to see the people applying for their openings as more than resumes and mp3s. He wants them to know just how much a little common courtesy means to people trying to find a new job.

“When a talent reaches out to you and pours his soul into impressing a decision maker you shouldn’t ghost them. The whole world is on a smartphone and has a dozne means of communication. You owe that talent a reply and a genuine one at that. This is a very small industry. Don’t be the guy who says “I’ll circle back to you”, or “I’ve got a lot on my plate.” I swear theres a PD verbage/clich playbook that was published in 1998 and it’s quite annoying. We are all busy. I get that. But you’re programming a sports talk radio station, not creating the next vaccine for the next global pandemic. You have time. You work in communications. Be better than that.”

Losing a gig sucks. There’s no need to sugarcoat it. We work so hard to land these positions and when they are gone, it can take time to get the train back on the track. Weeks turn into months, months turn into a year, then two years, then three.

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The best anyone can do with their time is learn. Learn about the industry and more importantly, learn about yourself. Learn not just about the weaknesses that lead to the exit from your previous job. Learn about the strengths and goals that maybe could not be served working in and thinking about radio like you did before.

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How to Help Your Clients with Low Website Conversions

Don’t assume there isn’t enough traffic; focus on optimizing user engagement once visitors arrive on the site.

Jeff Caves

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Graphic for how to increase website conversions
Credit: WPDesigner.Biz

Are your clients dealing with low website conversions? Whenever a marketing campaign is run, and the goal is to convert website visitors into leads, the temptation is to blame low traffic, amongst other issues, for low form fills or appointments being generated.  Just spend more money, you may think! Sometimes, you must look at at least four other potential issues to tackle poor conversion rates. Here are some actionable steps using the IT services industry to increase website conversions.

IT Solutions specializes in providing products, services, or solutions related to technology, particularly in areas such as software development, hardware sales, IT consulting, cybersecurity, cloud computing, networking, and digital transformations. They faced challenges with their website conversions. Despite driving substantial traffic through Google Ads and other SEO tactics, they struggled to convert website visitors into form fills for appointment requests. A 2% to 5% conversion rate could be considered reasonable. Of course, conversion rates can vary based on various factors, such as the competitiveness of the local market, the quality of the website (and radio stations help most to fix that) and its user experience, the effectiveness of marketing campaigns, and the reputation and offerings of the IT solutions business. Focusing on improving the quality of leads and providing exceptional customer service can be just as crucial as achieving high conversion rates. Don’t blame EVERYTHING on the marketing tactics! 

The Diagnosis

Upon thorough analysis, several critical issues were identified with IT Solutions’ website:

1. High Bounce Rate: Nobody was checking out the business. If 70% or more of website visitors only visit the landing page, that is an issue.  It could be slow loading times, irrelevant content, poor user experience, or unclear calls-to-action that prevent them from wanting to know more about IT Solutions. You can check the bounce rate on the Google Analytics page for the website in the left-hand sidebar, click on “Behavior” to expand the menu, then click on “Site Content,” and finally, click on “Landing Pages.” You’ll see a list of landing pages and their respective bounce rates.

2. Complex Navigation: It was hard to move around the website to find relevant information about IT services, and it was unclear who they were initiating contact with and for what purpose.

3. Unclear Calls-to-Action (CTAs): The website lacked clear and compelling CTAs guiding visitors toward requesting an appointment. Simply stating “click here for an appointment” is like asking for a meeting whenever or without establishing value. Here are 28 CTAs for free.

4. Lengthy Forms: The appointment forms were long, without qualifying information, and requested excessive information upfront, deterring potential leads from completing them.

Action Plan

1. Optimize Landing Pages:

   – Redo high-traffic landing pages with clear messaging and compelling CTAs.

   – Showcase IT Solutions’ services as benefits, making it easier for users to request appointments, thereby increasing user engagement and conversions.

2. Simplify Navigation:

   – Reorganize the menu and add more action-oriented links.

   – Provide additional options for users to access relevant information, such as “Get a free IT Solutions 15-point checkup NOW” and “Take this 5-question survey to diagnose your IT issues,” motivating them to book appointments.

3. Enhance CTAs:

   – Utilize concise and persuasive messaging throughout the website.

   – Encourage visitors to take action, whether requesting a free download about “5 things you can do to solve your IT issues on your own” or “get a free pizza for booking an appointment.”

4. Improve the Form Fill:

   – Add a further line about the number of employees who qualify for incoming leads.

   – Highlight the value of leads based on company size, prioritizing forms with higher potential impact.

Review landing pages, navigation, CTAs, and form experience to address website conversion issues. Don’t assume there isn’t enough traffic; focus on optimizing user engagement once visitors arrive on the site.

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‘NHL on TNT’ Gives Hockey Fans the ‘NBA on TNT’ Treatment

Watching Albert and Olczyk call a hockey game is like watching Picasso paint and da Vinci sculpt. They are masters of their respective crafts.

John Molori

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NHL on TNT studio

Let’s play a little word association, sports media style. If I say TNT, what is your response? Chances are it will be a three-letter abbreviation of your own, namely, NBA. Over the years, TNT has built a reputation as arguably the premiere network to telecast the National Basketball Association.

The NBA on TNT pregame and halftime shows have become the gold standard with stars like Ernie Johnson, Jr., Kenny Smith, Charles Barkley, and Shaquille O’Neal. Still, it’s not just this quartet of roundball royalty that has fortified TNT’s hoops coverage.

The rep was also built on tremendous play-by-play announcers like Bob Neal and Kevin Harlan, color analysts like Doug Collins and Reggie Miller, and courtside reporters like the late Craig Sager and current sideline star Allie LaForce.

Indeed, TNT and the NBA have become synonymous, but I have some news for you. This network is not just about professional basketball. This past week I went off the grid with TNT looking at their in-game and studio coverage of the NHL.

On March 24, the NHL on TNT provided coverage of the Pittsburgh Penguins at Colorado Avalanche matchup. Kenny Albert did play-by-play with Eddie Olczyk on color. Albert is not as noted as his legendary broadcasting father Marv Albert, but he has certainly staked his claim as one of the best in the business – able to cross over to multiple sports with equal aplomb.

Hockey is a strong suit for Albert. His rat-tat-tat, drama-building style draws viewers in and keeps us on the edge of our seats. Similarly, Olczyk is one of the top four or five NHL game analysts in the business. His style is understated, providing calm and clear analysis of key plays. They work really well together.

Albert eschews any kind of hackneyed and trite catch phrases for his goal calls. An emphatic, “He shoots and scores!” is plenty enough.

Hockey is a different beast when it comes to play-by-play. Unlike basketball, baseball, football, or even soccer and tennis, there is a minimum of breaks in the action. With hockey, a play-by-play announcer has to know the names of the players like he or she knows her kids’ names.

To me, it is the hardest sport for play-by-play and equally difficult for a color analyst. In basketball, after a team scores, the play-by-play announcer will keep silent and give the color analyst time to talk until the play crosses center court. In baseball and football, there is ample room for commentary.

Hockey does not offer such space, but Olczyk gets the most out of the minimal amount of time. Watching Albert and Olczyk call a hockey game is like watching Picasso paint and da Vinci sculpt. They are masters of their respective crafts.

Coming back from a break in the game, Albert and Olczyk provided on air commentary and then tossed to ice level reporter Brian Boucher who has grown into a tremendous asset to the TNT broadcasts. Boucher provided real talk about Colorado’s objectives of staying on top of their division and vying for the top seed in the Western Conference.

The Penguins, squarely in a rebuilding year having dumped talent at the NHL trade deadline, surprisingly jumped out to a 2–0 lead in this game, and the TNT between periods studio crew was all over it. The excellent Liam McHugh hosted alongside Colby Armstrong, Anson Carter, and Keith Yandle.

Armstrong was especially entertaining. With Pittsburgh outshooting the Avs 16-4, Armstrong noted that it’s the best he’s seen Pittsburgh play in a long time. His reasoning was that teams get geared up for playing Colorado even if it’s out of fear. Great stuff.

Both teams tallied two goals in the second period giving Pittsburgh a 4-2 lead heading into the final frame. When Colorado’s Nathan MacKinnon set up Jonathan Drouin for a goal to make it 4-3, Albert and Olczyk showed their strengths.

Albert called the pass from MacKinnon and one-timer goal from Drouin, and immediately noted that MacKinnon now had a point in all 34 of Colorado’s home games this season. On the goal replay, Olczyk showed how the play developed pointing out how McKinnon allowed Pittsburgh’s Evgenii Malkin to come in close before making the past to Drouin.

The TNT production team then showed a graphic displaying that McKinnon is now second all-time in longest home points streaks trailing only Wayne Gretzky. This was a sublime sequence of symmetry between talent and technicians like a songwriter, musician, and singer creating beautiful music.

What was supposed to be a blowout win for Colorado had now become a hockey barn burner, and the TNT crew was up to the task. Every goal and key play was followed up with replays from multiple angles showing the genesis of the action.

TNT has certainly taken to the velocity of the hockey broadcast with movement that challenges directors, graphics professionals, and videographers.

When there were breaks in this non-stop action, Olczyk was at his best. No hockey analyst draws on his experience as a player and explains that experience better to viewers. The TNT broadcast also lets Boucher freewheel and join in the flow of discussion without having to be introduced.

TNT does not merely rely on the traditional wide shot of the entire rink. We see close-up shots of each goaltender after a great save and the sweat of players on the bench or in the penalty box.

When McKinnon tied the game at 4-4 with 4:38 left in the third period, we got a series of tremendous crowd shots showing the Colorado fans going absolutely berserk. The sage Albert and Olczyk wisely remained quiet for several seconds, letting the cheers do the talking.

When Drouin scored the game winner at 4:06 of overtime, Albert exercised controlled enthusiasm, raising his voice on the call of the goal, but not becoming the show and overshadowing the play itself. He is definitely in the mold of Dan Kelly, Gary Thorne, and Sean McDonough, announcers who enhance but do not supersede the game.

Putting a cherry on top of this hockey Sunday, TNT showed a graphic that the Avalanche now led the NHL in comeback wins this season with 25 and that they were riding a 9-game winning streak. In analyzing the goal, Olczyk opined that the altitude of playing in Colorado was prevalent as the Penguins seemed to tire as the game progressed – really interesting insight.

In the postgame show, Anson Carter made a great point that the chemistry between Drouin and MacKinnon stems from the fact that they have been playing together going back to junior hockey. McKinnon joined in from the arena for a postgame interview. The analysts asked solid questions and even did a funny MVP chant together as the interview ended.

The NHL on TNT takes no back seat to its elder NBA sister. The broadcast provides viewers with flash, dash, and serious hockey talk from every angle – in studio, from the broadcast booth, and on the ice.

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Kim Mulkey Now Has Everyone Anticipating Washington Post Story

I can’t imagine what headline, under normal circumstances, the Washington Post would have to put on a Kim Mulkey story to make me want to read it.

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photo of LSU women's college basketball coach Kim Mulkey
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The Washington Post, you might’ve heard, has a story coming out about controversial LSU women’s basketball coach Kim Mulkey. The reason you might’ve heard is because Kim Mulkey told you. The Tigers coach read a fiery prepared statement just before her team started the Women’s NCAA Tournament. In the statement, Mulkey threatened to sue The Post for defamation before the first word was even published.

Now, I’ve never run a public relations firm but that did not seem like a good idea. The Washington Post story on Mulkey is one of the bigger stories in sports right now and nobody even knows what’s in it. The reason the story, apparently unflattering to Mulkey, is even on anyone’s radar screen is Mulkey herself.

It all started with an innocuous social media post by Sports Illustrated’s Pat Forde right in the middle of the most anticipated two days in sports, the NCAA Tournament Round of 64. On his X account, Forde posted: “Hearing some buzz about a big Washington Post story in the works on LSU women’s hoops coach Kim Mulkey, potentially next week. Wagons being circled, etc.”

You know what generally will go unnoticed at 4:00 on the first Friday of the NCAA Tournament? A post on X about a women’s basketball coach. But don’t tell Mulkey, she saw Forde’s post and decided to fight fire with nuclear weaponry. The result: the average person like me now is really interested in what has Mulkey so incensed. By “average person like me” I mean that I can’t imagine what headline, under normal circumstances, the Washington Post would have to put on a Kim Mulkey story to make me want to read it. Maybe:

“LSU Women’s Coach Discovers Ark of the Covenant”

Or:

“Mulkey Reveals True JFK Assassin(s)”

Perhaps:

“Famed Women’s Basketball Coach Reveals the Mystery Behind Slow Drivers in the Left Lane”

Literally any of those catch my attention more than whatever will likely be the Washington Post headline about Mulkey. But now Mulkey is “Mad as Hell and is not going to take this anymore” so I now have an interest I would never before have had in this story. It has been fascinating to watch the online speculation about the subject of the article and all we really know, as of now, is that it will be written by Kent Babb. This is a dream come true for Babb; he writes an article that is, presumably, not flattering about Kim Mulkey and, before it is even published, she gives the article the greatest commercial anyone could give it. Babb couldn’t have entered into a business agreement with Mulkey and had this turn out better for him.

For those who don’t follow Babb, he is a former NFL reporter who now is an award-winning writer for the Washington Post. In his 14 years with The Post, he has written sports features and authored a couple of books. One of those sports features stories was a deep dive into what he viewed as a large inequity in the level of pay for LSU head football coach Brian Kelly and his LSU players. It is this piece Mulkey described as a “hit piece” and, based on that piece, referred to Babb as a “sleazy reporter.” Babb, and many others, resented the fact his story was labeled as a hit piece. In fact, Babb essentially confirmed he was the author Mulkey was referencing when he shared the original article on X with the comment: “Hit piece?”

Whether a printed piece or a recorded interview, I can’t imagine a better promotion for it than the subject of the interview threatening a libel/slander lawsuit, especially before it is even released. That simply screams “This piece is salacious!!” Also, libel and slander suits get settled all the time, right? Of course they don’t, they seem to never even get filed. That little thing called discovery is a scary thing for most public figures.

The NCAA Tournament has been very entertaining, and I think the Sweet 16 and Elite Eight will be terrific. For only the fifth time ever, the top two seeds have advanced to the third round which sets up for a remarkable weekend. For me, I guess it will now include a Washington Post article, not a sentence I’d normally say.

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