Mike Stone has been a fixture in the Detroit radio scene for roughly 30 years. He’s learned a few tricks along the way. Stoney knows that carrying on about the sad state of local teams would just depress listeners even more. Who wants to feel worse during their morning commute by listening to a show that only bellyaches about how badly things suck? Stoney appreciates the value of not sticking to sports all the time; especially when sticking to Detroit sports might give the audience a splitting headache or sharp abdomen pain.
Stoney was born and bred in suburban Philadelphia and has lived in Detroit since May of 1986. He talks about the personal and professional pain of losing Jamie Samuelsen due to colon cancer. Stoney also discusses what he likes most and least about doing radio in Detroit, his obsession with Bruce Springsteen, and what he’d love to experience before his career ends. Although you obviously can’t hear Stoney, take it from me that he also does a really solid impression of his former radio partner Rob Parker. “Come ooooon, Brian.” Enjoy.
Brian Noe: How did your path unfold that led to you landing in Detroit?
Mike Stone: Very strange. I interned in college for the NBC television station. I worked in the newsroom. We hired a guy named George Michael. You probably know him from the Sports Machine. He was their local sportscaster.
I produced a sportscast on the weekends and worked in the newsroom during the week. Then I wanted to get on the air. That didn’t work at first. Another sportscaster in Washington happened to get a job in Detroit. He needed somebody with NBC ties. He moved here and I was his producer. Then one thing led to another and I became friends and roommates with two other guys, one being Mitch Albom, who besides working at the Free Press, did sports on the morning radio rock ‘n’ roll station. We did this show on Sunday nights starting in 1988. I did some talk radio with him. It was more of a guest heavy show with some trivia. Then WDFN started in 1994. I got the afternoon gig with Rob Parker. He left and then Wojo [Bob Wojnowski] came in and there we go.
BN: Was it surprising that George Michael blew up the way he did?
MS: Yeah, absolutely. It was weird because when I grew up as a kid in Philly, George was basically a Top 40 DJ. Then he moved to New York. He went from WFIL in Philly to WABC in New York. Then he did weekends on Channel 7 in New York for Warner Wolf. He did some Islander games. I knew he was really good. He had influence where he convinced the network — we were owned and operated by NBC — to do a half-hour Sunday show. Then it became the Sports Machine. Before the Sports Machine — this is back in the early ‘80s, right around when ESPN started — but most TV stations didn’t have satellite dishes. Like for instance last night there was an NBA playoff game. A lot of people didn’t have cable. We would get the games fed in, cut the highlights, and I would voice it among the three or four people who would do voiceover highlights. We would send it to every NBC station. The bigger stations would just take two or three highlights and do it themselves. The small markets and in Canada would just run me with my voice. I did that for a while.
BN: What was it like to work with Rob Parker?
MS: I just talked to him earlier today. It was great. Rob Parker is basically an old Jewish guy in a Black man’s body. We got along great. We actually were the first Odd Couple and he’s stolen that name and now has a successful show with Chris Broussard.
We’re very good friends. It was a lot of fun. We’d goof on a lot of things. We obviously did mostly sports but we talked about other stuff as well; his love for the Golden Girls, my love for Bruce Springsteen. Rob was a lot of fun. Looking back I think he made a poor decision by leaving and going to New York, but he always wanted to be a columnist in New York. That’s why he left. I love him but his Tom Brady take is so ridiculously wrong it’s incredible.
BN: [Laughs] And he’s just going to die on that hill, man. He’s dug in.
MS: I know. It’s like he sits there and goes if this didn’t happen, if the Tuck Rule. Okay fine, but give the side where luck went against him like Asante Samuel dropping an interception before the Eli Manning play. So he would have won another Super Bowl. I mean, whatever. He won’t give it up.
Wojo and I did a Sunday morning show. It was natural that he took Rob’s place. That show just completely took off. It was very successful. The only downfall was we were on a station that was AM, 50,000 watts sunrise to sundown. Then during the winter, nobody could really hear us outside of a certain area. We did very well all things considered, small budget, no advertising. I’m very proud of that show. We did it for about 14 years probably. DFN started in July of ‘94 so Wojo and I probably started April or May of ‘95. We were fired along with 2,000 other people from Clear Channel the day Obama got inaugurated in ‘09.
BN: I got caught in that myself. I was doing radio in Fresno. I went to work like normal and got chopped that day too.
MS: Yeah, it was weird. We heard all the rumors but we never thought our show would get cut because it was very successful; it was the only thing that made money on that station. But they didn’t care. It’s corporate radio, corporate America.
BN: Do you love Springsteen more or does Rob love the Golden Girls more?
MS: Oh, I love Springsteen more. I’ve seen him 126 times. I used to have it in my contract where if he was within 750 miles of Detroit, I could take the day off and go. I didn’t abuse it but I used it. [Laughs]
BN: What has it been like for you personally and professionally following the passing of your former partner Jamie Samuelsen?
MS: Personally it really sucks because Jamie worked with us on DFN when it started in ‘94. He was doing updates. Then he did the afternoon show, and then the morning show. Just a great, great guy. A great friend and just a wonderful human being. Professionally, we did probably about three or four years together. He was great because he was smart, he was witty, he took control because I wander. He pretty much held me in check so to speak.
We had a really good thing going. We went from a show with my other buddy Bill McAllister that was maybe 60 percent sports; they wanted more sports so that’s why they brought Jamie along. We loved it. I love Jamie.
That whole experience was just brutal. He told us early on but he never let on that it was really bad. We knew he went to chemo a lot. But other than that he never showed it. He played tennis basically a month before he passed away. It wasn’t until the end that it got bad and he passed away at such a young age.
It’s horrible. But every day I walk in that studio, you see the little sign Jamie Samuelson Studio, and I think of him all the time. We’ve kind of regrouped. It was just weird between COVID and Jamie passing. The year really sucked. We’re pretty much back to normal now.
BN: What’s your new radio partner Jon Jansen like?
My new partner is somebody completely different. He’s a hunter, a fisherman, more of a man’s man. Played in the NFL for 10 years. All-American at Michigan and he’s a great guy too. That’s been different. If we care about ratings, they’ve been really, really good — even through COVID.
We both have improved in trying not to step on each other. That’s usually my fault more than his. He’s improved where sometimes he’ll take a topic and he’ll lead the topic, which before I used to do 100 percent of the time. He used to do a show for Sirius college football, ESPNU, Big Ten Network, I believe all that stuff, so he was very comfortable doing that.
BN: What was it like to see The Fan lose more and more local shows and then eventually go away?
MS: Well it was weird. When we were there obviously it sucked. It was like a college radio station because we started it from scratch. We didn’t have the teams. We could pretty much do whatever we wanted for the most part. We had a lot of fun. We still have fun, not as much as we used to.
Seeing DFN fail, most of it was sad. The people who were still there locally were all friends of ours so you hated to see them lose jobs. It made no sense. You just wanted to shove it up Clear Channel’s ass. If they just would have left things the way they were.
We actually tried to convince them to go to FM years ago before even 97.1 went from 1270 to FM years ago. Corporate there just wouldn’t listen. Our market manager was a great guy named Dave Pugh, Dan Patrick’s brother by the way, and they would never listen to him. They would never listen to us. They basically got what they deserved. My friends always talk about how I’m still bitter at hedge fund takeovers. I just think it’s awful.
BN: The Ticket is dominant with a bunch of bad teams in the area. If the Lions or Pistons were just crushing it, would that have a big impact on the ratings?
MS: I would assume so, especially the cume. When the games are on, definitely. We have the Lions back this year so it’ll be interesting to see how that plays. Everybody talks about, ‘Oh, you guys are lucky the Lions stink, you get to bitch about them all the time.’ It might make better radio for periods but I go back to when the Pistons made their run and even when the Wings were winning Stanley Cups, it might not have been compelling radio all the time because you have no issues.
You break down a regular season one of 82 games, oh the Wings play Dallas tonight, what are you going to say? It might not have been compelling to have great teams all the time, but you get a lot of fringe people that get on the bandwagon especially during the playoffs. So yeah, I think ratings would go up if we were any good.
We’re rebuild city. Every team blows. They’re all in the same boat for the most part. It’s unbelievable. Even colleges — Michigan football stinks. At least Michigan basketball and Michigan State basketball are pretty good but other than that, it is just depressing. It really is. That’s where the deal of doing non-sports things, especially on the morning show, is really important. A great example, we were talking about something sporty, and we weren’t getting up a lot of calls. Then Jon was talking about how he got into an argument with his daughter about how to cut grilled cheese. The phone’s lit up. Do you cut them square or triangle?
Those things people just relate to so much more than some sports topics. It’s incredible. That’s what we did at DFN a little bit and then at 97.1, they’ve been doing that for years and it has really paid off. The non-sports stuff really does well especially when it’s done in an entertaining fashion.
BN: It’s so funny, man. You could have a sports thought that is well laid out, it’s got depth, and there’s hardly any reaction. But if you talk about, I don’t know, what are the most comfortable shoes, the reaction is crazy. How do you take that?
MS: I used to get really pissed off about it but now I just realize that’s the way it is. People are more into reacting to something that they can relate to. They might not relate to the Pistons trading this guy for that guy especially when your teams are bad. People react to things they can relate to. It’s not just the quote-unquote cliché guy talk; it’s even just stupid stuff like food. That always goes well — any type of food topic. Yesterday there was a story I saw — I forget the guy’s name, he’s like the Gordon Ramsay of fast food — with tips on how to eat fast food while you’re driving. People like that stuff because everybody does it.
BN: What’s the sensitivity level like from the local pro teams?
MS: The Lions have historically been very difficult. They call sometimes even during shows to set you straight so to speak. Sometimes they are right. They’re like oh, we just want to give you the facts. Well you know what? It’s an opinion.
My answer to that — even going back to when the team was .500 and would make the playoffs every once in a while — just win games. As long as we’re not saying anything that is inflammatory, personal about someone as far as off the field or anything, who cares?
I’ve had a few little things over the years where I’ve tweeted something stupid where somebody says take it down. And I have because it was a personal thing. Other than that, they’ve been pretty good. But they know; what are we going to say about this? Every team is awful. Back in the DFN days, they’d try to pull credentials. We weren’t even rights-holders.
There have been stories when we lost the Lions whether or not it was because of our afternoon show. That might have something to do with it but I also think the other station paid more money.
BN: What is your favorite and also your least favorite part of doing radio in Detroit?
MS: My favorite part is just interacting with people, listeners, talking to people on the street. I know a lot of people don’t like that. If somebody goes up to a particular person in the media and asks a question about a team, they’ll say I’m not working right now. I love that these people are listening. I like that type of interaction.
On the air I don’t like the fact that I think we’re too knee-jerk. Maybe being older I’ve gotten a lot more patient. The fire this guy, fire that guy mentality I think has gotten out of hand a little bit. I think you should give guys especially colleges four or five years to have recruiting classes, things like that. I think we try to fire people way too often.
Off the air the only thing I don’t like — I can’t complain, I have a great job — but I’d much rather be doing afternoons. I’ve always been a nighttime person. I hate getting up at 4:45 in the morning.
BN: If you were able to handpick a pro team to win a championship either in Detroit or Philly, who would be the team you’d choose?
MS: Oh, it’s not even close, it’s the Lions. We had millions at the parades when the Red Wings won, the Pistons. The Tigers haven’t won since ‘84. In Philly when I was a kid I was like the biggest Flyer fan also; I’ve been to those parades. They haven’t won since ’75, which is hard to believe. It’s the Lions. People don’t realize — they’re starting to — they’ve won one playoff game since 1957. It is an incredible statistic. We all know they’ve never been to the Super Bowl. But in this area in the Midwest it’s football first.
If this team, that I believe is cursed, and has had so many awful things happen to it — one guy has died in the NFL on the field, it was a Lion. All sorts of things. The laundry list is incredible and yet people still love this team. If this team could ever, ever win a championship, it would be the celebration among all celebrations. This is like the Cubs, only not as glorious. We’re not the lovable Cubs. We’re the Lions.
BN: Do you have any fun Bruce Springsteen stories?
MS: I have met him a couple of times on vacation in the Bahamas. Word got out that he was there. We went to a restaurant and couldn’t get near his table. The next day I just happened to see him walk into the hotel. I was kind of shy so I didn’t do anything. My wife was with my kids who were five or six at the time, followed him into the jewelry store in the Atlantis. She told him, she goes, “Excuse me Mr. Springsteen, my husband is a big fan. He has this thing in his contract.” He was kind of impressed by that. He goes I’ve got to meet him. I was in a different store so she waves me in. I got to meet him. He was nice. I asked the first question of him at the Super Bowl press conference. I’ve just been to ridiculous amounts of shows although hopefully it works out next year and I can go to Europe and see him. I hear it’s absolutely nuts there.
BN: Any goals going forward that you would like to experience or accomplish?
MS: Wow, I would love to be able to do this for as long as they let me. I’m 62 now. I don’t want to retire. I don’t know if it makes sense healthwise to do mornings for a much longer period of time. But I love what I’m doing.
My one time goal, due to someone getting sick and somebody unavailable, I did play-by-play for two Pistons games. I went on the road with them in Miami and Charlotte when LeBron was on the Heat. That was great. I always thought I’d be better at play-by-play than anything. I would still somehow love to do that but I don’t see too many teams hiring guys my age to do play-by-play for a whole season or something.
BN: Has retirement ever crossed your mind when you’re waking up at the crack of dawn?
MS: No, because I think I’d be bored out of my mind. There’s only so much bad golf I can play. I think as I get older to do more shows from down in Florida where my parents have a place — they’re in their 90s — to go down there and do a week or two of shows would be nice.
My wife’s family has a place up in northern Michigan. Doing a few weeks up there during the summer, that would be good. But as far as absolutely retiring, no I don’t want to do that. I have a feeling those decisions will be made by other people than me. John Audacy; whoever he is.
Actually, I would love to be able to do a podcast whether it’s for our company or not, where I could basically say whatever I wanted. It’s not the company’s fault, it’s just the way terrestrial radio is — that you wish you could just do, but you can’t. Kind of like a Le Batard feel to it, where I’d kind of be like Stugotz, but I’d be old Gotz. I really enjoyed that show. Or because I really enjoy Barstool’s websites and stuff; something like Barstool for old guys. That would be pretty cool.
Tricia Whitaker Will Find The Story That Matters
“My role is to really bring the viewers down to that level of the dugout and into the clubhouse.”
When St. Louis Cardinals designated hitter Albert Pujols hit his 700th career home run in his final season in the majors last September, the baseball world erupted in mass jubilation. Although the milestone achievement occurred during a road game, the fans still showered one of the sport’s quintessential athletes with praise as they witnessed the fourth player enter this exclusive pinnacle of power hitters. For fans watching from afar, they were treated with crisp, vivid footage of the moment since the matchup was exclusive to Apple TV+ as a part of its Friday Night Baseball slate of games.
The game broadcast featured field reporter Tricia Whitaker, who had just joined the Apple TV+ presentations to begin the second half of the season. Being there as one of the voices tasked with keeping viewers informed and captivated by the action was a special experience that she will never forget.
“You’re talking about the best cameras in the entire world capturing one of the most iconic players ever,” Whitaker said. “I thought the call was amazing; I thought the quality of the shots was amazing [and] I’l never forget that broadcast, ever, because it was so cool.”
Whitaker grew up in Bloomington, Ind. and would journey to Wrigley Field with her father once per summer to watch the Chicago Cubs. Through those games, she realized that a ballpark was her ideal future workplace.
“We just didn’t have a ton of money, [so] I would sit in the nosebleeds with him once a summer and that was the biggest treat in the world,” Whitaker said. “I just realized that I loved telling stories and I loved sports, so I decided to do that.”
Whitaker’s journey in the industry genuinely began as an undergraduate student at Indiana University Bloomington where she adopted a mindset to seize any opportunities offered to her. Despite having no knowledge or previous reporting experience, she accepted a role to cover a tennis match and quickly started preparing. After one of her professors saw her nascent media acumen, they recommended she audition for the university’s student television station to hone her skills. Whitaker earned a spot and began covering Indiana Hoosiers basketball and football for the show Hoosier Sports Night. From there, she simply kept on accepting anything in her purview.
“Your best asset is your availability, so I basically just said ‘Yes’ to everything,” Whitaker articulated.
Once it became time to search for a full-time position, her experience and tenacity helped her land a role at WBAY-TV in Green Bay as a sports reporter and anchor. After two football seasons working there, Whitaker relocated closer to home to report for WTTV-TV Channel 4 in Indianapolis. The time was valuable for her to cultivate new relationships with those around the industry while strengthening existing ones, serving as a foundational aspect of her reporting.
“If they don’t trust you to tell their stories, they’re not going to talk to you,” Whitaker said. “You have to be able to have a good relationship with the players; with the coaches and everybody involved.”
At the same time, Whitaker felt compelled to make a lasting contribution to Indiana University through teaching and inspiring the next generation of journalists. She is now an adjunct professor for the IU Media School and wants her students to know how integral it is to make themselves available while being open and willing to try new things to make inroads into the profession.
“There’s always a story to be told, so even if it’s a random event that you don’t think anyone’s paying attention to, there’s people there; there’s human stories and their stories matter,” Whitaker said. “That’s what I always try to tell my students is [to] just find that story that makes people interested in it and find that story that matters.”
Over the years working in these dual roles, Whitaker became more skilled in her position and proceeded to audition to join the Tampa Bay Rays’ broadcast crew on Bally Sports Sun as a field reporter. When she received news that she had landed the coveted job, she remembers starting to cry in her closet while trying to organize her clothes. After all, Whitaker had just learned that she would get to perform the role she idolized when she was young. The access her role gives her to the players and coaches on the field is not taken for granted.
“I’ll interview hitting coaches about a guy’s hands and where they’ve moved and about his stance,” Whitaker said. “….In the next hit, I’ll tell a story about a guy who drinks a smoothie every day before the game and he feels [that] putting spinach in it has really made a difference or something like that. My reporting style is pretty much all of it, but I do like to do the human interest stories more than I like to do anything else because I think that’s unique.”
After each Rays win, Whitaker takes the field and interviews one of the players on the team. Earlier in the season, she remembers speaking with Rays outfielder Jose Siri after he drove in three runs against the Detroit Tigers; however, the broadcast was not on Bally Sports Sun. Instead, she was doing the interview for Friday Night Baseball on Apple TV+, a national broadcast property the company pays MLB an estimated $85 million annually to carry. Going into the interview, Whitaker knew that she would need to appeal to more than just Rays fans and appropriately started the conversation by asking about the game.
Yet she also knew that it was “Salsa Night” at Comerica Park in Detroit and thanks to her work with the regional network, was cognizant of the fact that Siri likes to dance in the dugout. As a result, she concluded the interview with a request for Siri to demonstrate his salsa dancing skills, something that made an ordinary conversation stand out.
“I tried to personalize it a little bit to help people get to know Jose Siri a little bit better because I think that’s important,” Whitaker said. “….You make sure you talk about baseball, but then you add a little flair to it; add a little personality to it. Everybody loves salsa, right?”
The Apple broadcasts require Whitaker to prepare as she executes her role with the Rays, keeping her wholly invested and consumed by baseball. There are occasions where she is afforded the luxury of reporting on Rays games for her Friday night assignment, but they are rare. Therefore, she needs to become familiar with two teams by reviewing statistics, reading local reporting and conversing with those involved. She keeps her notes on her cell phone and makes lists of what she is going to do during the day to keep herself organized and focused.
Throughout the week, Whitaker actively prepares for the Friday night matchup and meets with her producer to contribute her ideas and learn about the macro vision of the broadcast. The Apple broadcast, aside from using high-caliber technology, also regularly equips microphones to place on players that allow viewers to hear what is transpiring on the field. Whitaker, along with play-by-play announcer Alex Faust and color commentator Ryan Spilborghs, coordinate with the production team throughout the game to present an insightful and compelling final product.
There was criticism of the Apple TV+ live game baseball broadcasts during its inaugural season, but the noise continues to diminish in its sophomore campaign. Whitaker views her role as accruing a confluence of stories about the game and more insightful looks at the personalities on the field. Before each contest, she interviews a player in the dugout and asks questions that put the season in context, granting a comprehensive understanding about a subset of their journey.
“We try to get their thoughts on the season so far at the plate, but also try to get to know them on a personal level,” Whitaker said. “My role is to really bring the viewers down to that level of the dugout and into the clubhouse.”
It is considerably more facile to execute such a task before the game than it is during gameplay because of the introduction of the pitch clock. While it has undoubtedly sped up the game and made the product more appealing for fans of all ages, its actualization threatened the viability of unique aspects of baseball broadcasts. The Apple TV+ crew may work together once per week, but over a 162-game season spanning parts of seven months, there is a perdurable bond and unyielding chemistry evident therein.
“Everybody on that crew – and I seriously mean this – is so supportive no matter who you are as long as you do your job well,” Whitaker said. “They don’t even think about the fact that I’m a female in sports [and] they just support me. They help me take constructive criticism because they care and because they truly see me as an equal.”
Whitaker has had the chance to report from Wrigley Field with Apple TV+ and vividly remembers her experience of stepping inside as a media member for the first time. It was a surreal full-circle moment that has been the result of years of determination and persistence to make it to the major leagues.
“I walked into Wrigley and I started to tear up because I remember when my dad and I used to go there and I was 12 years old,” Whitaker stated. “If you would have told me at 12 years old [that] I would be doing a national game at Wrigley, I would have told you [that] you were lying because I just wouldn’t have thought that was a possibility.”
Although Whitaker is receptive to potentially hosting regular sports programming in the future, she has found the joy in her roles with both the Tampa Bay Rays and Apple TV+. Being able to experience historic moments, including Pujols’ milestone home run, and then diving deeper into the situation makes the countless flights, hotel stays and lack of a genuine respite worthwhile. She hopes to continue seamlessly fulfilling her responsibility this Friday night when the New York Mets face the Philadelphia Phillies at 6:30 p.m. EST/3:30 p.m. PST, exclusively on Apple TV+.
“There’s always a story to be told, and if you’re good at your job, you’re going to find that story even on a day where you’re like, ‘Oh gosh, there’s nothing going on,’” Whitaker said. “I take that pretty seriously.”
Derek Futterman is a contributing editor and sports media reporter for Barrett Sports Media. Additionally, he has worked in a broad array of roles in multimedia production – including on live game broadcasts and audiovisual platforms – and in digital content development and management. He previously interned for Paramount within Showtime Networks, wrote for the Long Island Herald and served as lead sports producer at NY2C. To get in touch, find him on Twitter @derekfutterman.
Radio Advertising Can be the Secret Weapon For In-House Digital Marketers
“The trend of businesses gaining digital marketing proficiency presents a unique opportunity for YOU.”
Remember when in-house marketers were primarily focused on traditional media and needed help navigating the digital and social media landscape? Well, the tables are turning!
The rise of digital-savvy in-house marketers is opening up exciting opportunities for radio ad salespeople. As local businesses increasingly invest in digital marketing, some are finding they need your expertise in radio advertising.
Borrell Associates has released their latest Business Barometer, and included in the findings was a slight but noticeable shift favoring traditional forms of broadcast media. Let’s dive into how sports and news radio ad salespeople can leverage this shift to target businesses with proficient digital marketing people on board who may need to know more about the potential of radio advertising.
1. Digital-Marketing Trending UP!
Borrell Associates’ recent findings indicate that businesses are increasingly proficient in digital marketing. They are adeptly managing their websites and social media channels, driving results through online campaigns. However, this digital surge doesn’t necessarily translate to expertise in traditional media, such as radio. Hey, do you know a business like that? And make sure you know of an outsourced digital agency you can refer who can handle your clients’ digital and social media for very few dollars. You can help manage the rest of the budget!
2. Target In-House Buyers
Make a list of businesses you know that have in-house people who are digital-oriented or younger owners who handle mostly digital advertising independently. Or, how about the in-house marketing person who only takes on marketing initiatives like events or sales promotion and knows nothing about advertising? Get ’em!
3. We create demand
One of the unique selling points of radio is its ability to generate demand and send more customers to Google or your client’s website. Digital marketing can often direct buyers seeking a specific purchase but can’t create lasting impressions and build demand and loyalty like your station. Use this advantage to demonstrate how radio can reinforce the brand story and enhance the effectiveness of digital campaigns.
4. Surround the listener
Recognize that businesses with digital marketing expertise may want holistic solutions. Sell packages that combine digital and radio advertising. Include your streaming endorsements with social media and geo-fencing. They get it and will be impressed with reaching their target audience across multiple touchpoints.
5. Be the Teacher
Your prospects may be experts in digital marketing, but they might not fully understand the potential of radio advertising. Take on the role of an educator. Provide resources, case studies, and success stories that showcase how your station and radio have boosted digital-savvy businesses’ results.
6. 1+1=3 for Creativity
Collaboration is key when working with clients with a digital marketing team. Involve them in the creative process of writing and producing radio ads. Creativity could be their strength, and they will bring fresh perspectives to your production.
The trend of businesses gaining digital marketing proficiency presents a unique opportunity for YOU. Maybe your client is struggling with their digital strategy. Imagine that now they may be seeking you out to help them understand what they have already read about buying radio advertising. It’s time to adapt your approach and position radio as a complementary and powerful tool in the digital marketing person toolkit.
Jeff Caves is a sales columnist for BSM working in radio, digital, hyper-local magazine, and sports sponsorship sales in DFW. He is credited with helping launch, build, and develop SPORTS RADIO The Ticket in Boise, Idaho, into the market’s top sports radio station. During his 26 year stay at KTIK, Caves hosted drive time, programmed the station, and excelled as a top seller. You can reach him by email at [email protected] or find him on Twitter @jeffcaves.
Bill Parcells Shaped The Media By Giving Them Hell
“Parcells doesn’t belong in a studio chatting with a quarterback. He belongs in a temper tantrum screaming at a sportswriter.”
Two of the most talked about media stories of the past couple of weeks intersect in the form of one legendary NFL head coach – Bill Parcells.
In the wake of Aaron Rodgers’ potentially season-ending Achilles injury in Week 1 of the NFL season, many media pundits harkened back to 1999 when then-Jets quarterback Vinny Testaverde suffered a similar injury in the first game of the season. Like Rodgers, Testaverde was a veteran signal-caller looking to bring the long-suffering Jets to a Super Bowl.
One week after Rodgers’ injury, Los Angeles Chargers Head Coach Brandon Staley was in the media mechanism for an exchange with a reporter after his club fell to 0-2. Staley took issue with a query about whether the team’s monumental playoff collapse last season versus Jacksonville has carried over to their slow start this season.
ESPN’s First Take included video of Staley’s comment on their September 19 show building it up as some rash, heated interaction between coach and press. It was not. In fact, Staley merely directly answered the question asserting this season has nothing to do with last season.
Both of these headlines find common ground in the person of Bill Parcells. Parcells was the head coach of the Jets in 1999 when Testaverde’s season ended in that fateful game vs. New England. In addition, he was notorious for some truly vitriolic run-ins with post-game reporters.
Forget about Staley or even the infamous press conference rants of Jim Mora (“Playoffs!?”), Herm Edwards (“You play to win the game!”), and Dennis Green (“Crown ‘em!”). To the media, Parcells was Armageddon, Three Mile Island, and Hurricane Katrina rolled into one. Never has there been a football character so inexplicably loved and despised.
In New England, Parcells’s arrival as head coach of the Patriots in 1993 signaled the turnaround of the franchise, but fans refuse to vote him into the team’s Hall of Fame because of his unceremonious jump from to the Jets after the 1996 season.
When that happened, Parcells again grasped the media spotlight stating, “If they want you to cook the dinner, at least they ought to let you shop for some of the groceries.” He was referring to new owner Bob Kraft taking final say personnel decisions away from Parcells.
Like him or not, Parcells, known as The Tuna, rejuvenated five NFL franchises. The New York Giants were a mishmash of Joe Pisarciks and Earnest Grays before Parcells turned them into two-time champions.
Patriot fans actually cheered for the likes of Hugh Millen and Eugene Chung until Parcells came to town and brought in players like Drew Bledsoe, Ty Law, Willie McGinest, Adam Vinatieri, and Tedy Bruschi, laying the foundation for a dynasty.
And the Jets? They were living off the fumes of Joe Namath’s Brut 33 until Bill Parcells constructed a team that went from 1-15 in 1996 under Rich Kotite to 9-7 and 12-4 in 1997 and 1998 respectively with Parcells.
The Cowboys were 5-11 under Dave Campo in 2002. The next year, they went 10-6 with Parcells. Miami was 1-15 in 2007. The next year, with Parcells as executive VP of Football ops, they won the AFC East with an 11-5 record.
The Catholic church has its Apostle’s Creed. Those who follow the gospel of The Tuna have A Parcells Creed, and it goes as follows: I believe if a reporter asks Parcells if he outcoached a colleague, that reporter will be called a “dumb ass.” I believe that the media are “commies” and “subversive from within” as Parcells once labeled them.
I believe in using the media to denigrate young players to keep their egos in check. After Jets QB Glenn Foley had a solid preseason performance a few years back, the New York media surrounded the redheaded QB as if he had won the Super Bowl.
Parcells walked right in front of Foley and sarcastically asked, “Do you mind if I get past Sonny Jurgensen over here,” referring to the similarly redheaded Redskin quarterbacking legend.
In 1995, when all of New England was agog over a rookie running back named Curtis Martin, Parcells slyly commented to the press, “Well, we’re not carving his bust for Canton just yet.” And of course, there was the late Terry Glenn. When asked how the former Patriot wideout was recovering from an injury, the Tuna spouted, “She’s doing just fine.”
Parcells’ stints as a studio analyst on ESPN, although insightful, seemed out of place. He would sit there, dressed in a dark blue suit talking strategy with fellow ESPN gabber Steve Young. Honestly, he looked like a rotund funeral director searching for someone to embalm.
Parcells doesn’t belong in a studio chatting with a quarterback. He belongs in a temper tantrum screaming at a sportswriter.
I interviewed Boston media personality Steve DeOssie about Parcells. DeOssie was the defensive signal caller for the New York Giants (1989-93) when Parcells was the team’s head coach. He again played for Parcells in New England in 1994.
He told me, “Parcells realizes that the media is the enemy. Let’s face it, the media cannot do anything positive for a team, but they can put stuff out there that could lose a game. The bottom line with Parcells is whether it helps his team win.”
“He loves the camera and the camera loves him. He enjoys that part of the business. The media can spin it any way they want. Parcells does not suffer fools gladly and a lot of media types don’t like being called out in press conferences.”
Another Boston media legend also gave me his reflections of Parcells. Bob Lobel is the most revered sports anchor of all-time in New England. He stated, “I did a one-on-one interview with Parcells awhile back. He is so down to earth yet has this aura. It’s easy to be in awe of him.”
The national perspective is similar. When Troy Aikman was an analyst for FOX Sports, the current Monday Night Football color commentator credited Parcells with restacking the Cowboys’ roster and bringing winning back to Dallas.
When asked about playing for Parcells with the Jets, FS1’s Keyshawn Johnson offered, “He taught me how to do things, how to pay attention.”
Even people whom Parcells fired maintain a respect for him. Sirius NFL Radio’s Pat Kirwan was the director of player administration for the Jets when Parcells arrived in 1997.
Kirwan told me, “Parcells rebuilds a franchise from top to bottom. He evaluates everyone from the trainers to the doctors to the equipment guys. In 1997 when Bill came to the Jets, I knew I was qualified, but I also knew that Bill would let me go.”
In a September 12, 2023 story, New York Post reporter Brian Costello interviewed Parcells about the Rodgers injury.
This master of media mind games famous for the quote, “You don’t get any medal for trying,” revealed his visceral core telling Costello, “You are charged with winning games under any circumstances … They’re not canceling the games. They’re not canceling them. You’re coaching them. It’s your job to get your team ready to play to the best of their ability.”
John Molori is a weekly columnist for Barrett Sports Media. He has previously contributed to ESPNW, Patriots Football Weekly, Golf Content Network, Methuen Life Magazine, and wrote a syndicated Media Blitz column in the New England region, which was published by numerous outlets including The Boston Metro, Providence Journal, Lowell Sun, and the Eagle-Tribune. His career also includes fourteen years in television as a News and Sports Reporter, Host, Producer working for Continental Cablevision, MediaOne, and AT&T. He can be reached on Twitter @MoloriMedia.
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