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Listeners Love Larry Krueger, But They Don’t Need Him

“I think this is actually one of the positive attributes of being here is that people have sports in the proper perspective. They don’t need a tragedy or a pandemic or death in the family to remind them of that.”

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Originally from San Francisco, Larry Krueger does afternoon drive in the town he grew up in. His grandfather was a cable car conductor way back after World War I. His dad worked for the city attorney’s office for 40 years. Larry’s Bay Area roots — and his love for the Giants, Niners, and Warriors — run deep. He also considers his familiarity with the area to be his home court advantage. Larry has always understood what the audience wants because it’s the place he’s always called home.

Krueger To Stay By The Bay - Radio Ink
Courtesy: KNBR.com

Larry stars alongside Tom Tolbert and Rod Brooks on the legendary radio station KNBR. We cover a lot of ground in this interview including the sensitivity level of certain local teams and how Bay Area fans have been mislabeled. One of Larry’s most interesting views is why the local audience wants sports radio but doesn’t need it. Larry also talks about his identity crisis, why it’s best to not talk to a friend often, and how family and football might factor into his future plans. Enjoy.

Brian Noe: What did you learn from your time working with Gary Radnich?

Larry Krueger: He treated people so well when we’d be out in public. I just learned to treat everybody great. Sports talk radio is the toy department of life so nobody wants somebody who’s dour, and down, and bummed, and bitter when they meet them publicly. They want somebody who’s up, and fun, and enthusiastic. He treated people so well. He was on TV and radio so he was recognized all the time everywhere we went. People would want five minutes of his time. He was just so generous with his time because I think he felt like his popularity was tied a lot to the public, so he treated them well. I always kind of knew that was the case, treat people well, but to see it carried out I think really hit home.

BN: What’s the biggest difference between working with Tom Tolbert and when you worked with Gary?

LK: They’re similar in that I don’t know which direction they’re going to go. They’re not formulaic guys. They’re independent thinkers. They’re different in just their mindsets. Tom played the game at a professional level. Gary played it at a collegiate level. I think there are some lessons to be learned when you play professionally that you don’t get if you don’t.

They’re very similar in a lot of ways, but Tom is much more micro and Gary was much more macro. Tom will go deeper into some of the actual nuts and bolts of strategy in the different sports. He likes to kind of break down things where Gary didn’t really like to break things down. He would push back with humor often. [Laughs] He didn’t want to break it down. He wanted to laugh and just joke and have a good time. They both want to have a good time, but I think Tommy is a little bit more into the strategy and the game within the game. Gary likes people and the impact of everything on people. He’s looking at it more from the fan’s perspective I think.

BN: What is the key ingredient that makes your show with Tom and Rod a success?

LK: I would just say that we don’t have a meeting before the show. We don’t leave the show in the pre-show meeting because there is no pre-show meeting. I think that’s a huge key. I know there are a lot of program directors that are like, ‘Get in here two hours ahead of time and you guys hammer it out. He’s going this way, and you’re going that way, and then he’ll counter with this.’ No. Jeremiah Crowe doesn’t believe in that. The program directors prior to that didn’t believe in that. This is big market radio. They point you to the studio and they hold you accountable for the ratings. You’ve got to figure it out from there. I think that’s good because it’s organic. We don’t know if we’re going to talk about funny stuff in the first segment, or a death, or something incredibly sensitive. Especially in the last year, it’s been a very trying year, and despite the fact that a lot of people want to be very planned out with their commentary, we don’t leave it in the pre-show because we don’t have that whole let’s do the show before the show.

BN: What are the differences between Jeremiah and previous programmers Bob Agnew and Lee Hammer?

LK: Every programmer I’ve had here has given us total autonomy to do the show how we see fit. I think Jeremiah let’s the shows breathe a little bit more. He’s not giving us daily feedback or segment-by-segment feedback. I think some of the guys before would try to give you daily feedback or some kind of weekly feedback. His feedback is more like hey I’ve been listening for the last four or five weeks, this is what I hear. I kind of like that because it takes the importance out of each show. Anything can be said once but this is what I’m hearing consistently. I think what you hear consistently is a better way to evaluate. I like the way he does that. He doesn’t micromanage at all.

BN: KNBR has been labeled as being overly positive toward Bay Area teams. Do you think that’s a fair assessment?

LK: That’s a great question. I think that is a fair assessment to be honest. I worked with Russo at Mad Dog Radio. I used to be an affiliate relations person for a network so I’ve listened to a lot of sports radio in other markets. I think there’s more of an antagonistic relationship in a lot of these markets. One time I commented to a guy who was doing sports updates for me on Mad Dog, I’m like dude, every score you just gave, the team lost to the other team. Nobody beat anybody. Everybody lost. The Celtics lost of the Nets tonight. The Knicks lost. I said just think about that for a second. Everybody lost. I think the atmosphere is hyper-negative in this industry coast to coast so I prefer a little bit more positivity.

I also think it’s tied to the business relationships. When you’re the flagship station — we had a competitor this year who after a 49er game just filmed himself saying, ‘I hate Nick Mullens,’ at the top of his lungs. That kind of I’m the voice of the fan, people here are a little bit more sophisticated. I don’t think that jives that well to be totally honest.

You also have to remember the Giants own a part of the station. Being the flagship station is a different deal than just being a station in the market. I think that’s the balance. When you’re a 50,000-watt station and you were the only show in town for a long time, you have to be entertaining, you have to get the fans going, but you also have to maintain relationships with your partners or you’re not going to be in it for the long haul. I do think we’re a little bit more favorable across the board toward the home teams here than what I’ve heard around the country. I don’t necessarily think it’s a bad thing, but I definitely think it’s the case.

BN: Sometimes teams are very sensitive about what the flagship station is saying about them. How would you rate the sensitivity level of the teams in the market?

LK: I do the 49er pre and postgame show with Dennis Brown and John Lund in addition to doing my Monday through Friday show. The 49ers are so big time it’s unbelievable. I’ve talked to the head of broadcast over there, the owner, general manager, head coach, I’ve talked to every major executive, I’ve never once had anybody even suggested to me, hey your tone, or your this or that. I’m known as somebody who gets it right as far as facts; I spend a lot of time to try to get it right. Part of that could be it. But also they’re just big time. It’s like New York or LA, they don’t have rabbit ears. It’s amazing.

KNBR's Larry Krueger: You can go home again
Courtesy: Ben Fong-Torres

I’d rank them number one. Then I would rank the Giants and the Warriors number two. Easily the most sensitive franchises have been the Raiders and the A’s. If you said something about the Raiders, you just wouldn’t get a Raider. That would be it. You had to decide what you wanted to do. Do you want players on your show or do you want to have freedom to say what you want to say?

I would say the 49ers are number one. You can absolutely say — they don’t want you to go crazy — but as long as you’re somewhat fair and somewhat on topic, there’s total latitude to say pretty much what you want, when you want. I like that. As somebody who does a postgame show, you know the way the NFL is, the NFL is passionate and every game means everything, and we’re taking phone calls. I’ve lived through the Chip Kelly and Jim Tomsula eras. There were times I had to say this is just not going to work anymore. I’ve been incredibly critical of the teams at times, and the 49ers I would say are the best I’ve ever been around as far as that. They just will not try to in any way impact what you’re going to say.

BN: How about the way fans have been labeled in that area as being passive or less caring; do you think that’s accurate at all?

LK: No, I don’t. People here have incredible passion for their teams. It’s just this is California. We’re not locked in our house and there are a lot of great things to do in California. The weather is fantastic. The ocean is there and the mountains are there. There’s skiing and surfing and you can do them in the same weekend. It’s practically all year long. The people here, they love sports radio but they don’t need it. They need in other parts of the country. Need it. Here they like it, they want it, they prefer it, but they don’t need it. So you better be good.

I think this is actually one of the positive attributes of being here is that people have sports in the proper perspective. They don’t need a tragedy or a pandemic or death in the family to remind them of that. The Warriors could have an NBA championship parade and there could be people literally calling up going why are there so many people gathering? That wouldn’t happen in other towns. Here there are people that are so in to what they’re in to, that they’re disengaged on that level. In other words you’re never going to get them, really. But I think that’s healthy because that’s society. Sports is an aspect of our society. It’s not society. I think the perspective that people have here is healthy to be honest. I really do.

BN: When you’re competing for ratings against Damon Bruce, has that had any impact on your friendship?

LK: He just called me the other day. He was my producer in 1995 when I worked for Ron Barr’s Sports Byline USA. We’ve been friends ever since. We don’t talk as much as we used to. [Laughs] I’ll say that. We’ve only talked like once or twice in the last year even though we’re still friends and we’re still represented by the same agent and we have a lot of history. I have nothing but good things to say about him as a person and I’m sure he’s got nothing but good things to say about me as a person. But he’s competitive and I’m competitive. I’m the kind of person that would say I kicked your butt more than you’ve kicked my butt, so it’s best just not to talk.

BN: Since 2011, you’ve had another station to compete against in The Game. How has it impacted your approach to the job with a rival station in the market?

LK: I think competition makes people better. I’m a believer in America. I’m a believer in capitalism and competition. Jim Harbaugh used to say iron sharpens iron. I just think competition makes us all better. I love that they’re there. It keeps everybody on their toes.

To be totally honest it’s probably the reason I got back on the air in 2011 because suddenly there was competition. There are two shows in town. Before that it was like, do you want me on your team or not? Then after that point it was like, do you want me on your team, or do you want me against you? [Laughs] I think competition is always a good thing. I think it makes everybody better. I think it’s been a real positive. It gives people more choices and it makes us be on top of our game. You don’t have the announcer that’s going on and on and on about the eleventh rated topic that he himself is super passionate about, but the audience couldn’t give a crap about. That doesn’t happen anymore because there’s somebody down the dial who’s probably playing the hits. So play the hits.

BN: What was it like for you during that time [between ’05 & ‘11] not being on the air in the Bay Area?

LK: It was like an identity crisis to be totally honest. It was like, was I a sports talk host who just wasn’t working, or was I doing what I was doing and not putting everything into it? It was a constant thing. I did really well away from radio. I made really good money but it also felt more like work.

To me it all comes down to how you feel on a Friday and a Sunday. When I’m doing sports radio, Sunday comes up and I don’t care. It’s like any other day of the week. Why? Because I love what I do. I don’t really care if tomorrow is Monday morning and I have a whole other workweek. I don’t look at it as work. When I didn’t do sports radio and I did other things for money, I cherished Friday afternoon. The weekends went by too fast and the weekdays went by too slow.

BN: What were you doing outside of sports radio?

LK: I did sales. I sold siding, like fiber cement siding that you put on buildings. It was great. I sold millions of dollars of that stuff but it just wasn’t — [Laughs]. The other thing I learned, anybody who does this for a living could do well at sales. It’s all about talking and holding the audience.

BN: Having previously worked for Mad Dog and ESPN Radio, what would you say are the biggest pros and cons of doing a national show?

LK: Well the pros are definitely that you have a greater variety of topics. And I love talking to people. There’s great passion around the country. There’s very little passion in this part of the country for college football, and yet there’s great passion around the country for college football. I like the national platform from that perspective; you have people that are super passionate all around the country. I think it’s really interesting when you start taking calls and you go to the different regions of the country, the different accents, their perspectives. It’s really refreshing.

As far as the constraints, I felt like you have to go with the NFL or NBA story. Baseball nationally doesn’t go. Baseball locally, if you’re in New York on the FAN, talk Yankees all day. But you get on Mad Dog Radio and you start talking tons of baseball, it’s like ugh, when are you going to talk basketball or the NFL? On the national platforms I think they’re too reliant on the NFL. NFL stories that aren’t even stories can get pushed for days sometimes with no legitimacy just because it’s the NFL and people want to go with the biggest national story. That’s the downside I think is that it’s a little bit overdone as far as the NFL and NBA breakdown. I’ll hear NBA breakdowns throughout August. It’s like bro, I don’t want to talk any more NBA. Let’s put it away.

BN: Looking to the future, are there any goals on your list that you’d like to accomplish?

LK: One of the things that we haven’t talked about at all is that I went to Sac State, and out of college I got a job scouting in the Canadian Football League with the Sacramento Gold Miners. I left the Gold Miners and went to the Arizona Cardinals and was doing personnel for them until I kind of decided that one of my real goals in life was to have kids and have a family. I’m one of four kids. I just saw football personnel evaluation as not conducive to building a family. That’s truly what I’m best at. At some point I feel like I’ve got two kids in college right now, I’ve got a couple more to go, but someday, somehow, someway I’m going to get back into football player personnel because that’s what I’m good at.

BN: Do you think that focusing on your family or other non-sports things makes you more interesting as a sports host?

LK: Absolutely. You can’t relate to somebody if you don’t have a mortgage, if you don’t have a kid, if you don’t have a wife, if you don’t have a girlfriend or boyfriend, whatever it is. You have to have life experiences. One of my favorite guys to listen to, he’s one of my good friends, is Jody Mac. He’s an older guy but he’s got life experiences and you can hear it. He brings it to the air. I love that. That’s what I love about Dog too. He’s got passion but he’s also has lived. That’s what I love about Radnich. He always used to have a saying; I’ve lived a little.

With plenty of emotion, Gary Radnich says goodbye after 24 years at KNBR
Courtesy: KNBR

The one thing I learned from being involved in scouting in my 20s, and all the other scouts were in their 60s for the most part, is that old people know a lot and young people know very little. We should shut up and listen more to older people. I don’t know why we don’t honor older people in our society the way other societies do. That’s a bigger question probably for another time, but I just think older people have knowledge, and they have perspective, and they have wisdom, and we don’t take the time to listen enough.

What we’re doing is about relatability. The best hosts are the ones who relate. How do you relate if you haven’t lived? How do you relate if you have nothing to compare it to? Maybe you had a bankruptcy or had a foreclosure or had a divorce or have been fired. I think that’s why you see guys last a long time in this business because if you can maintain your passion and your desire to be a voracious reader and digest all the day-to-day minutia, well then you will have it all because you also have the perspective of having lived.

BSM Writers

How Does Your Show Change When Your Market Grows?

“Well, if your job is to talk about the sports and teams that your market cares about, it means that you need to stay on top of how these new residents are shifting the market’s tastes.”

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The population of the United States is always shifting. In our history, there have been migrations from the East Coast to the West, from the rural towns of the South to the major cities of the Northeast. Right now, it is from cities where it stays cold and expensive into places where it is warmer and cheaper.

Raleigh is the 2nd fastest growing large metro in the US | Carolina  Demography
Courtesy: Carolina Demography

We see it all the time with Nielsen market sizes. What was yesterday’s top 50 market is today’s top 30 market. People come from out of town and their new hometown gets a little bit bigger.

So what exactly does that mean for sports radio hosts? Well, if your job is to talk about the sports and teams that your market cares about, it means that you need to stay on top of how these new residents are shifting the market’s tastes.

Matt Chernoff is the co-host of Chuck & Chernoff on 680 The Fan in Atlanta. Not only has he been on the air in the city for 24 years, he also grew up there. He has seen the city go from being the biggest metropolitan area in the college football crazy South to the home of the most consistent team in baseball to hosting an Olympics.

Chernoff says the city is still a hot bed for college football fandom. Not only is it the home of more Georgia fans than anywhere else in the world, it is also a common post-college destination for graduates of college football powers Alabama and Clemson as well as about a dozen other power conference school.

As a city though, none of those teams peak Atlanta’s interest the way the local NFL team does these days.

“When the Falcons are good and entertaining they get biggest tv ratings in town and garner more attention than anything else,” he says.

One of the fastest growing metropolitan areas in the country is North Carolina’s Research Triangle, which includes Raleigh, Durham, and Chapel Hill. My wife and I moved to the area in 2005 and it was already exploding in population. In the 15 years we have been here, the population feels like it has almost completely turned over. That will happen when large corporations like SAS, IBM, GlaksoSmoithKline, and Pfizer all have headquarters in an area.

Most of our transplants come from either the New York metropolitan area or from Chicago. Adam Gold came here from Baltimore in the late 90s. He says that local sports talk still wins, but the transplants have made it possible for syndicated shows to succeed in the Triangle.

The Adam Gold Show | The Sports Hub
Courtesy: Capital Broadcasting

“The national shows we air do fine, and their resources are unmatched,” Adam told me in an email. “But, they’ll never give our listeners everything they want because they still want to hear at least a little about their own teams.  When State loses to Mississippi State the national shows are never going to talk about it.  We will.  But, the strong brand names still resonate, like Mike Greenberg, or the ESPN morning show.”

Gold, who hosts a show that is syndicated across the state and originates from 99.9 The Fan, says that even though the market is the center of the college basketball universe, he has always been aware that the idea of ACC basketball being topic 1-A year round is a myth.

“When it’s basketball season we can talk hoops.  Until then, it’s 90% football.  In fact, even during the basketball season, ACC hoops might come second (or third) to the NFL or college football.”

Football still rules the day, and the transient nature of the Triangle means that you need to know a lot of football. Sure the home teams in college are North Carolina and NC State (and to a lesser extent Duke and East Carolina), but plenty of people want to talk about national brands like Notre Dame, Alabama, and Ohio State.

That carries over to the NFL too. Raleigh is weird. There are plenty of people here that adopted the Carolina Panthers as their team in the mid-90s. Before Charlotte got a team of its own though, the closest NFL market was Washington, DC. That means we still have plenty of WFT loyalists. There are also the teams that are popular everywhere: The Steelers, Cowboys, and Packers. They all have large followings in the Triangle too.

“I’ve always treated the Triangle as a transient audience.  Similar, albeit in a smaller way, to Washington, DC,” Gold says.

Salt Lake City is growing fast. The nation seems to have woken up to the fact that lower taxes and life in the Rocky Mountains is preferable to…well, the opposite of both of those things. Hans Olsen came to the area in 1996 to play football at BYU. After a seven year NFL career, he returned to the area and has been a part of 1280 The Zone for the last 16 years.

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I asked him about the growth of the city. As more people came to town, what was that doing to fandom for his BYU Cougars? Outside of Utah, when we think of Utah, we tend to think of every citizen being Mormon. That probably is less likely to be accurate as more businesses start in the state and bring people in from the outside.

Olsen says that it has actually held pretty steady. Most of the businesses that have sprung up in the state are being started by members of the LDS Church. On top of that, the real testament to how powerful BYU’s brand remains even as the Salt Lake City market changes is in the station’s streaming numbers.

“When BYU is good, our listenership is up, our revenue is up, our streaming is up, our podcast downloads are up,” Olsen told me. “And you know, you could attach a pretty nice percentage of increase any time BYU is good. So when they were 11-1 last year, even in the Covid year, we were still doing good in the streaming numbers, downloads, listens, revenue. We were holding strong.

People outside of the Mountain time zone may not realize that the passion for college football in Utah runs as deep as just about anywhere in the SEC. There’s division though. The rivalry between BYU and the University of Utah isn’t called “The Holy War” for nothing. Add to that a Utah State fanbase that constantly feels disrespected and the love of college football doesn’t bring the market together as much as it divides it.

Hans Olsen says that the unifier, unsurprisingly, is the Utah Jazz. People may come to town with their own fandoms in other sports, but Salt Lake City is has a way of turning new residents into Jazz fans.

“They all come together and they love the Jazz. It’s always the center point here in the state and probably always will be.”

Atlanta is different. Matt Chernoff grew up in a city unified by Tom Glavine, John Smoltz, and depending on what part of the 90s, either Steve Avery or Greg Maddux. Really, at that time, the entire South and people across the country were unified by the Braves. Chernoff isn’t sure it will be that way forever.

MATT CHERNOFF - NBC Sports PressboxNBC Sports Pressbox

“The Braves have always been the team that unites most fans around here but I think the Hawks are about to enter a really special time with a young, exciting team that has a superstar,” he says.

Population shifts can change so much. We saw that with the 2020 Presidential Election. We see it with where national chains decide to open new locations. It isn’t just about more people. It is about how those people change the personality of their new market.

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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

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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