One of my all-time favorite radio bits featured Erik Kuselias. I don’t know the official name of the bit, but it was referred to as high road, low road. Once the voice guy said, “The high road,” Kuselias would state a number of positive things about a subject. “This team is improving. They’re really showing signs of life.” Then the voice guy would say, “The low road,” and the sports radio host would say the exact opposite. “This team stinks! They’re awful! What an embarrassment!”
Using the low road for that radio bit was hilarious. Taking the low road in the business world isn’t nearly as funny. It’s foolish to negotiate against yourself.
Free agent running back Le’Veon Bell recently made this mistake. The three-time Pro Bowler posted on Instagram, “I’ll never play for Andy Reid again. I’d retire first.” Oh boy.
Bell signed a one-year contract with the Kansas City Chiefs last season. He only had 76 touches in nine regular-season games. Bell’s playoff resume? Six yards on two carries against the Cleveland Browns. That’s it. That’s the list. He didn’t play in the AFC Championship Game against Buffalo or the Super Bowl against Tampa Bay.
Bell was obviously upset about how the season played out for him in KC. To be fair, maybe Reid was like the guy at the club spitting game. “Oh yeah, girl, I’m gonna take you on a trip around the world,” which actually meant going to McDonald’s in Bakersfield. I understand how a lack of follow-through can royally tick you off. It’s possible something like that happened in this case.
But publicly voicing frustration gets you nowhere. It’s hustling backwards.
The last year has been very challenging for many people in sports radio. Maybe you got let go because of stupid COVID or didn’t get your contract renewed for other financial reasons. It’s easy to lash out when things are going badly — yelling “screw that place” might seem like a great idea — but it doesn’t get you anywhere. You’re just setting up extra hurdles on the track that you’ll have to jump over.
Criticizing a former business partner doesn’t land well. It’s like a girl that badmouths her ex-boyfriend. That was always a giant red flag to me. Where’s the accountability? It’s doubtful the other person was the only one screwing up while you were a modern-day saint.
It’s the same thing with Bell. He’s pointing the finger at Reid instead of himself. It doesn’t work. Even Bell’s former teammate, Tyrann Mathieu, wasn’t buying it.
Don’t forget that Reid is one of the most well-respected coaches in the entire NFL. It doesn’t mean that Reid is incapable of making mistakes, but it means that many coaches and front office members will side with him. Reid’s coaching tree is vast. And we tend to lean toward our friends. What if one of your good friends — who helped advance your career — was just called out? Would you be eager to hire the person that criticized your buddy? That would be a big, fat no.
Mike McDermott said to Worm in the movie Rounders, “It’s stupid. It’s just bad business.” That’s exactly what lashing out is – bad business.
I’m not saying don’t ever be frustrated; that’s part of being human. I’m saying handle it like a grown up.
I can fully understand Bell’s frustration. He went from a premier running back with the Steelers, to a healthy scratch with the Chiefs. That’s tough.
I can also appreciate the frustration that many people in sports radio feel. If you show up for work one day and don’t have a gig the next, that isn’t a barrel of laughs. If you’ve ever gotten your hopes up for an opening after a program director got done waxing poetic about you, only to ghost you forever, oh yeah, frustration city. Maybe you also have a family, mortgage, and mouths to feed on top of getting yanked around during the job search. You might be seeing red at that point.
The minute you lash out at a former employer, co-worker, boss, or in Bell’s case a former coach, is the minute you lose ground.
You’ve heard of Tom Brady’s TB12 Method. I’d like to introduce something that might benefit you even more in life: The Keep It To Your Freakin’ Self Method. Not vocalizing your critical thoughts is essential in life. If you voiced every negative thought about your boss, partner, kids, neighbors, and 78 other things in this world, you’d find yourself in a very bad spot.
Bell knows he’s better than a lot of running backs that are currently employed. There are sports radio hosts currently out of work that know they’re better than certain full-time hosts. That causes anger to rise, which is right around the time the devil shows up on your shoulder and starts whispering, “Hey, you should call somebody out. Yeah, fire up Twitter and go on a rampage.”
After firing up IG, Bell later apologized because he knows he screwed up by publicizing his beef with Reid.
You don’t ever have to say sorry for doing the right thing. Bell realizes he stepped in it. (Or his agent let him know.) Either way, Bell is doing damage control. That isn’t the position you want to be in, especially as a free agent who’s looking for work.
Success isn’t just about talent; it’s also about trust. And trust matters even more when your talent starts to decline. By calling out Reid, all Bell did was plant seeds of doubt with other teams. Is this declining running back worth the trouble? Or will he call me out too if things aren’t to his liking? That’s what the low road gets you; temporary satisfaction followed by a bunch of headaches. It’s wiser to keep things positive. Take the high road.
Media Noise – Episode 44
This week’s episode is all about the NFL. Demetri explains why the league embracing kids is long overdue, Andy Masur stops by to breakdown the first Manningcast, and Ryan Maguire explains why some sports radio stations are missing a golden opportunity to shine on Sundays.
Interviews Thrive On Podcasts In A Way They Can’t On Radio
“Opportunities that a podcast creates open doors to audio that is simply superior to live radio.”
Live radio vs. podcasts seems to be a heavyweight fight that isn’t ending anytime soon. Podcasts are growing so much that companies that do radio are also now offering podcasts. This column is hardly about that fight.
Instead, this is about how a podcast interview is a better way to get the best out of the guest than anything live on a radio station. This is not about downloads or clicks or sponsors. Solely about the content that is being produced.
A podcast makes the guest more comfortable and is more intimate than a live radio show. Especially in sports.
Since 2015, I have hosted and produced 656 podcasts (yes it was fun to count them) and hosted many radio shows. My current shows are called Sports with Friends, Hall of Justice, and Techstream. That last one I host with tech expert Shelly Palmer.
On radio, there is a myriad of things the host has to do besides focus on the guest.
First, there are the IDs. Program directors have always told me ID the guest every chance I get. “We are talking with Eli Manning on WFAN,” is heard 7 times during an eight-minute segment.
On a podcast, the name of the guest is on the player or app that is playing the podcast. “Episode 1. Eli Manning, New York Giants” scrolls across smartphones, car radios, or other devices constantly. Never interrupt the guest with an ID.
Then, there’s the fact that it is recorded and not live. I have a standard preamble that I say to any guest before any record light turns on.
“I will push,” I explain. “I will see where the conversation takes us, but I do tend to push. However, I’m on your side. This isn’t some expose’. If something comes up that you don’t like your answer, tell me. I’ll take it out. If there’s something that I say that is bad or wrong, tell me, I’ll take it out. This is a conversation, not an interview.”
In 656 podcasts, only one player, Bryce Harper (then of the Washington Nationals) asked me to take something out of a podcast.
We were doing Episode 54 of Sports with Friends when the subject of Dusty Baker came up. He had just been hired to manage the Nationals. I mentioned in passing that Dusty had given the eulogy at my best friend Darryl Hamilton’s funeral.
Bryce was so intrigued that he recalled the comments I had made and asked if we could pause. We then spoke for a good 10 minutes about the kind of person Dusty was. Why Darryl held him in such regard. It was a really inciteful chat. Never was on the podcast.
Still, guests do relax when told that the editing option exists. They let their guard down. The host of a podcast can ask deeper questions.
“Who was the first person you called when you found out you were traded?”
“Have you seen a life for you after football?”
“How much do you hate a certain player?”
All questions, that if asked live, could seriously backfire. So not only does the guest have a guard up, but the interviewer also has to play it relatively safe, when they are not IDing the guest for the umpteenth time.
Time constraints also don’t exist in a podcast where they are beholden on live radio. The guest is just about to tell you they did cocaine during the World Series, and you are up against the clock.
I have hosted shows over the years where the guest was phenomenal, but I screwed up the PPM clock. That was the takeaway. The clock is important on a live medium that needs to get that quarter-hour.
I try to keep my podcasts short. You wouldn’t see it from looking at the lengths of my episodes. Still, I feel that if someone wants to talk and dive into a topic and it goes a little long, I will never cut the guy off.
Ken Griffey Jr. spoke for 45 minutes with a cigar and his feet up on the phone by his pool. He was telling jokes and stories. I wouldn’t have stopped that if a train was coming. When I hosted Mariner content at KJR in Seattle, our interviews usually last 5 minutes.
Jon Morosi broke down the future of clubhouse access and how he traveled during Covid. Then he told an amazing story of his wife working in the medical field and how that impacted all of his family. Shannon Drayer of 710 KIRO got so in-depth in her arduous journey from being a coffee barista to the Mariners on-field reporter. It was split into two episodes.
Former porn star Lisa Ann talked about her decision to quit the business. Even Jason Barrett himself was Episode 173 of Sports with Friends.
(When in the past has Jason Barrett been in the same paragraph as a porn star? Note to Demetri: please leave it in.)
The radio industry is seen to be cutting costs wherever it can. Mid-market stations are not doing night shows anymore, instead offering nationally syndicated programming.
Weekends are another avenue that perplexes me. Talent that is not deemed good enough to be on during the week is often given weekend shifts. Also, some Monday-Friday hosts add a weekend shift to their duties. Here’s a theory: play podcasts. Format them to hit your PPM time marks.
They don’t have to be my podcasts, but in the crowded podcast space, surely there are sports talk podcasts that are intimate, deep, and fun. Since we live in a data-driven age, let’s see how a radio station fares playing high-quality podcasts or portions of them, vs. weekend hosts.
Program directors often worry about the outdated nature of a podcast. That sells the podcaster short. As someone who has been in the podcast space since 2003, I know how to make them timeless, and companies make shows often enough, that rarely would they be outdated.
Quality shines through the speakers. The spoken-word audio format is continually evolving. Opportunities that a podcast creates open doors to audio that is simply superior to live radio.
The podcast industry is continually evolving. Radio needs to evolve as well. Then, it can be a fair fight.
National Voices Can Work For Local Clients
“Distance, like absence, can make the heart grow fonder.”
Selling personalities is one of the hottest trends in media today. Sure, most of the buzz is around social media influencers, but radio has long had a relationship with its audience based on personal connections between host and listener. And nobody has a better relationship with their audience than a sports radio host.
I am sure you are leveraging your local hosts by now. Live spots, testimonials, remotes, and promotions are all great tricks of the trade, as well as sponsored social media posts. But does your station carry syndicated shows? I am sure you do either from 7 pm-12 am Monday-Friday or on weekends.
In 2018, The Ticket in Boise, Idaho brought CBS Sports Radio host Damon Amendolara and his co-host, Shaun Morash, to town for a Boise State football game. Damon had just switched to mornings from evenings, and his show aired in Boise from 4 am-8 am Monday – Friday. His ratings were decent, but nothing that stood out considering the daypart. It was thought to be risky to sell him into sandwich shops, pizza places, appearances at local legend hangouts, and so forth.
Boise State head football coach and QB Bryan Harsin and Brett Rypien did a live shot on the show from the on-campus bookstore. At dark thirty. It all worked. DA and Morash were hits! Everywhere they went, lines and crowds awaited them and they hit spots in a two-county area. The few days of appearances worked so well that DA is back in Boise three years later, this time for a week. Now, DA is doing his show from resort hotels 2.5 hours away, taking riverboat adventure fishing trips in Hell’s Canyon, craft beer tours for his sidekick Andrew Bogusch and hosting college football viewing parties at brewpubs. Every station that carries syndicated shows probably has a DA success story waiting to happen.
Start by listening to the shows, know the benchmarks and quirks of the national personalities or call the affiliate rep and ask. Does the talent discuss their love of beer, BBQ, pizza, whatever? If they do, then go ahead and sell them to a local client. The national talent can do the spot and endorse your client. If it’s a product, send one to them. Figure out how to get them a pizza. If it’s a service, do a zoom call with the client and let them start a relationship. Include some social media elements with video. The video can be used in social media and can sit on the client’s website. Yours too!
If you want to bring the talent to town, do it for a big game, local event, or 4th of July parade, and the sponsors will follow. Run a promo during the talent’s daypart asking local sponsors to text in to reserve their promotional spot. Have the talent cut liners asking the same thing. Take the NFL Sunday morning host and sell a promo to a sports bar where the host zooms in to a table or room full of listeners, and they watch a portion of a game together. Or sell the same idea to a national chain and do an on-air contest for a listener to have a home watch party with the zoomed-in host complete with food and beverages from your sponsors sent to both locations. How about sending your #1 BBQ joint that handles mail orders and sends some food for the talent? They can videotape themselves reheating the BBQ and make some great Facebook and Instagram videos.
Distance, like absence, can make the heart grow fonder. Try selling a nationally syndicated host inside your market. I promise you’ll like it.
News Television2 days ago
Jason Whitlock: MSNBC Host Joy Reid Is a Phony
Sports Online3 days ago
PFT Commenter Goes Off On Peyton Manning On Pardon My Take
Sports Radio News20 hours ago
Mike Golic, Dave Pasch Reunite On Westwood One Next Week
Sports Radio News3 days ago
Mike Tannenbaum Launches 33rd Team, Partners With SiriusXM