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Steve Mason Is Established, But Ready To Evolve

“If you listen to a show that we did in 2006 and a show that we did last week it’s a completely different show.”

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Getting to sit down with Steve Mason was no hard feat, as he was happy to share his story with me. Our text exchange was simple. The Los Angeles Dodgers were a few hours away from a pivotal wild card match-up against the St. Louis Cardinals. Naturally, his mind was there, on whether the 106-game winning, reigning World Series champion would have its season cut short. Alas, the Dodgers won and we jumped onto a Zoom call the next day.

Steve Mason
Courtesy: ZsuzsiPhotographyA

We got to speak about his journey, Mason & Ireland, podcasts, and more.

Mason is a bit of an expert on LA sports and their fans. He sang high praises for the Angelenos, who tend to be knocked for their laid-back demeanors.

“The attitude is a little different. Maybe the attitude’s a little bit more laid back. But, man, the fans here are hardcore and really smart. You take a call from the average Laker fan, man, they know what’s going on. Dodger fans know what’s going on.” It’s hard to not be on the pulse of a sports town with two teams, the Dodgers and Lakers, winning their respective league championships in 2020.

Just last year Mason & Ireland landed at #2 in BSM’s Major Market Midday Shows. The show has spanned for nearly two decades at its current home and first came to be in the 1990’s. Mason has seen it all in a career that’s gone over four decades.

Did Mason know his calling would be sports broadcasting? Absolutely. Unbeknownst to his parents, he would secretly listen to his transistor radio when he was supposed to be sleeping.

“I was listening to that when I was seven or eight years old, I just knew I knew I wanted to be on the radio from a very early age.” He would spend his evenings listening and learning from the greats, Larry King on the Mutual Broadcasting System, and Tom Snyder on NBC. Among those names, his other inspirations were the likes of David Letterman, who he got his comedy from, and Howard Stern.

Before becoming a prominent voice of LA sports, he had a five minute sportscast the Toledo Sports Whirl on WGOR, a Christian station in Ohio. “It was $150 was the total for each show, so I needed three $50 dollar spots in order to be able to pay for it.” Mind you, Mason was 15 years old at this point.

As his eagerness and growth towards working in sports progressed, music radio propelled his career. Rather than taking the step towards college radio at Bowling Green, Mason found his opportunity at WRQN in Toledo. After jumping on board to do overnights, management moved him over to morning drive, where he blew the competition away for a whopping seven years.

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“I was programming the station. I was running all the promotions, and all the marketing, it was really my baby and we ended up doing, I think the morning show ended up doing like a 20 share in Toledo. It was just a dominant, dominant show and I’m really proud of that part of my career.”

The ratings were the catalyst to the next step. Noble Broadcasting Group, later acquired by what is now iHeartMedia, owned a station in Toledo and wanted Mason out. Can’t beat him? Make an offer he can’t refuse. Morning drive at The Mighty 690 in San Diego became the new home for Mason, where the show subsequently became a ratings failure after six months and he was moved to nights. On a station that featured Jim Rome and Lee “Hacksaw” Hamilton, both very successful in the San Diego market, Mason’s lack of early success put a dent in his aspirations.

He wanted out.

“I was demanding that my contract be terminated. I wanted out of my deal. I did not want to do nights they would not leave me. They held me to my contract.” He was pissed. However, the night shift in America’s Finest City is where he obtained his edge. 

“I just had this ‘F it’ attitude. I was just like you banished me to nights, so I’m going to do whatever the hell I want.” It worked. Mason’s ‘I don’t give a fu–’ approach put him in a much different cut of radio personalities. It opened doors such as getting to work alongside Snyder, one of the personalities he’d listen to on his little transistor radio, as his co-host on The Late Late Radio Show on CBS Radio. He lasted there from 1996 to 1998.

After a leave of absence, The Mighty 690 allowed Mason to slide back into the morning drive slot, where he got to sit alongside his night-shift fill-in, John Ireland. After a five year stint in the 90’s together in San Diego, the duo that is Mason and Ireland got back together in 2003 to do the show in their current home, ESPN LA.

The show lasting as long as it has makes it a unicorn in the media world. What’s the recipe? Evolution. “The one thing that we’ve done over the years that I think has kept us where we are is that we’ve evolved. We’ve constantly evolved. If you listen to a show that we did in 2006 and a show that we did last week it’s a completely different show.”

Mason’s vast career has seen much success in what has been an ever-changing field. His firm belief is “that radio is the single most intimate form of broadcasting” and he, too, acknowledges the new ways the medium hits people’s ears.

Podcasts, Mason mentions, have “helped to drive the business.” Mason & Ireland, for example, is available via people’s favorite podcast providers for on-demand listening. He also does his own podcast, Culture Pop, where he talks about popular culture with Emmy-nominated producer Sue Kolinsky, whom he co-hosted a show on WNEW in New York in the 90’s. The avenues in which audio content is consumed have changed but the approach generally stays the same.

Culture and chemistry is always important at a workplace. Program directors set the tone of how they want their station to sound. “Our last program director moved us to afternoon drive, which is a slot that I never really wanted to do, never really liked. I was unhappy with that move. I love mid-days, but we did it for a year.” Amanda Brown, who took on the role of program director at ESPN LA in late 2019, turned the station into a live and local powerhouse.

Mason & Ireland Get Multi-Year Extensions - Barrett Media

“You don’t see a lot of women as program directors of sports radio station, so she’s kind of a landmark person.” Her understanding of chemistry and identity has allowed Mason & Ireland, as well as the rest of the local slate of Travis & Sliwa and Sedano & Kap, to play off of one-another. “We goof on each other, we pop up on each other’s shows,” said Mason.

How does one balance serving local fans and working for a major brand powerhouse like ESPN? “Well, ESPN has been great to work for,” Mason says. “They’ve also been very hands off. They’ve allowed us to invent a show that is organically the right one for Los Angeles.”

The current climate around sports has been supercharged by the divisive nature of American politics. It has become increasingly difficult not to touch upon difficult subjects. However, Mason abides by this simple rule. “It is a hard and fast rule that we do not talk about politics at all.” He understands what his role is, which he explains lands in the “fun and games department.” His goal is to welcome and have fun with the listener rather than remind them of the everyday difficulties they try to escape from.

How can this evolving industry move in the right direction? Radio has seen a massive shift away from localization and towards network programming, killing off local jobs, content and connection to a community. “I think a focus on personality is stronger than a focus on play-by-play.” As important as carrying play-by-play and being a team’s flagship is, listeners keep coming back in for the personality-driven local content that focuses on the home teams.

“There’s really good network shows but local is always king, and the more local you can be the better. That’s why I’m happy with the station right now. We’ve got more local than we’ve ever had.”

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You can listen to Steve Mason on Mason & Ireland on weekdays from 1:00pm to 4:00pm PST on 710 KSPN. Also check out Mason’s podcast, Culture Pop, wherever you get your podcasts. Feel free to give him a follow on Twitter @VeniceMase.

BSM Writers

Sam Mayes Got A Raw Deal But Tyler Media Made The Right Call

“You are being naive if you think a company should stand behind an employee that has put themselves in this situation.”

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I do not envy whoever at Tyler Media had to make a decision about Sam Mayes’s future with the company after audio of a private conversation in 2016 was leaked to the media. Mayes and now-former co-worker Cara Rice made a few racist jokes at the expense of Native Americans.

The recording, according to Mayes, was made without his knowledge and leaked illegally. He says in a recorded statement that he should have been given the opportunity to address the recording on air and make amends.

OKC Radio Host Sam Mayes Fired After Racist Audio is Leaked

Maybe that is true, maybe it isn’t. I hate for Sam to lose his job as the result of an illegal recording of a private conversation, but the fact is, that conversation isn’t private anymore. Tyler Media didn’t really have an option here. Sam Mayes had to go.

Someone had an illegal recording of the conversation and created an anonymous email account to send it to people in the Oklahoma City media. I was shown a copy of the email. The author states clearly that their goal is to see Mayes and Rice out of a job. There is nothing fair or just about that person getting exactly what they want. It feels slimy. I can’t say that it feels like it wasn’t the right call though.

We have debated whether or not someone should lose their job over comments made in a private conversation many times before. It happens in every field. It wasn’t long ago at all that we were having this same debate about Jon Gruden. His emails to Bruce Allen and others were sent in private. Is it fair he had to go when they were made public? No matter what horrible things were in there, they were said with the understanding that it would stay between friends.

I am going to say the same thing about Sam Mayes that I did about Gruden when that story first broke. You are being naive if you think a company should stand behind an employee that has put themselves in this situation.

You read that right. The circumstances of how the conversations in these examples came to light are absolutely unfair, but the conversations came to light. How it happened is irrelevant. Any sponsor or boss that stands behind Sam Mayes or Jon Gruden would be endorsing the language they used, either inadvertently or very much on purpose. Try explaining that to a sponsor.

People at Tyler Media may know Sam Mayes’s heart. He doesn’t seem like a bad guy. The fact of the matter is, once the audio became public, their hands were tied. There is no mistaking what was said or who said it.

How can any seller or manager take Mayes to advertisers now? How can they put him in front of the Lucky Star Casino, one of the station’s biggest advertisers? They can ask for an audience to let Sam explain himself and try to make amends. The Cheyenne and Arapahoe Tribes, who own the casino, are under no obligation to forgive or even listen.

All About the Lucky Star Casino in El Reno, Concho
Courtesy: TripAdvisor/Adam Knapp

Maybe the day will come where Sam Mayes bounces back. I hope it does. I hope he gets the chance to address his comments with members of Oklahoma’s Native American community and listen to what they have to say in response. I do think it sucks that this is how his time at The Franchise comes to an end, but I get it.

If I have to explain to you why not to say dumb, racist shit, then I don’t think we have much to talk about. But, it is worth noting that the recording of Mayes and Rice’s conversation is proof that privacy is always an assumption, not always a fact.

In his audio statement, Mayes admits it is his voice on the recording. He also says that he was uncomfortable with Rice’s comments and he tried to end their conversation. I’ll take him at his word, but I will also point out that before he tried to end the conversation, he joined in on the jokes. Maybe when someone says that Native Americans are “too drunk to organize” it isn’t a great idea to respond. All it leads to is proof of you saying something dumb and racist.

Again, I’ll reiterate that how these comments came to light is unfair, but they did come to light. That is Sam Mayes’s voice on the recording. He is joining in on the jokes about Native Americans being drunks and addicts. At the end of the day, the only thing that was done to him was the audio being released. He fully and willingly committed the firable offense.

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What is the response to a client or potential client when they bring that up? All Tyler Media can do is try to recover and move forward. The company cannot do that with Mayes on the payroll.

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BSM Writers

Stop Prospecting, Start Strategizing!

“You cannot put a price tag on authenticity. It’s very rare and hard to find these days.”

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Struggling to get new business appointments? Dreading making prospecting calls? Having trouble writing creative emails that seemingly never get a response?

Generating responses to new business outreach is easier than you think. Just make sure you do your homework first and keep it “Simple Stupid”.

To do that, start with asking yourself these (3) simple questions:

#1: Did I do my home work on the business itself, their competition and those I plan on reaching out to?

#2: If I were on the other end of the phone and/or email with myself would I want to engage in conversation and/or reply to that email?

#3: Am I prepared to make a one call close given the opportunity to?

If the answer to any of these is “No”… do NOT pick up the phone and by all means do NOT hit the send button on that initial outreach email! Doing so will all but ensure you fall flat on your face. On the off chance you do happen to get the decision maker on the phone you won’t make that great first impression that sometimes can be so crucial. First impressions are always important… ALWAYS!

Skipping over these critical steps is a sure-fire way to ensure your email is completely ignored and will not generate the engagement from the prospect you’d hope for. Successful prospecting is all about the front end digging and research. Do your homework first then strategize a plan of attack for your call and/or email. Taking these extra measures on the front end is absolutely “Mission Critical” and will set you up for much more success with your prospecting endeavors.

Now once you’ve answered “Yes” to all of the above, you’re ready to attack with the knowledge and confidence that should set you a part from your competition. It’s all about the Game Plan, and if you don’t have one, you’re destined for failure time and time again. Incorporate these (5) things into your prospecting Game Plan for your next call/email and watch your results dramatically improve:

#1: MAKE IT PERSONAL & CASUAL – Be informal, find out something interesting about them.

#2: MAKE IT SHORT & CONCISE – Be straight forward and to the point, people are busy.

#3: MAKE IT TIMELY & RELEVANT TO THEM AND/OR THEIR BUSINESS – Give them a good Valid Business Reason.

#4: MAKE IT INTERESTING, COMPELLING & INFORMATIVE – Be the expert they’re missing.

#5: MAKE IT FUN – Fun people are easy to do business with and make it less like “work”.

Lastly, and most importantly, Be Yourself! You cannot put a price tag on authenticity. It’s very rare and hard to find these days. When clients do find it trust me, they value it and appreciate it way more than you’ll ever know!

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BSM Writers

Good Producers Can Teach The World A Lot About Christmas

“A lot has to be accomplished in the lead-up to Christmas. So much of it happens in the background without much recognition.”

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Who is Carl Christmas in your house? Who is the one that makes sure everyone that needs to get a card does? Who comes up with the plan for the lights? Who takes the reins on the shopping?

Chevy Chase, aka Clark Griswold, to light up stage in Berks | Berks  Regional News | wfmz.com
Courtesy: Warner Bros./National Lampoon

Every home needs one and in my house, that’s me. December (including the last week of November) is my time to shine, baby!

One thing I have tried to impress upon my mom and wife this year is that shipping and supply chain delays are real. So, if you are planning on procrastinating on your online shopping this year (you know, like usual) someone (me) is going to have no presents under the tree.

Veteran producers are used to operate this way. Young producers, listen up. Your job involves the most delicate balance of any in sports radio. You have to help bring your host’s and PD’s visions to life. That means you have to be able to take their direction. But you also have to keep the host on target. That means you cannot be afraid to be forceful and lead when the moment demands it.

There’s no value to being an unrepentant asshole to people, but you do have to hold them accountable. Look at that Christmas shopping example again. If you want to get what you want, you need to keep on task the people you know aren’t paying attention to the potential roadblocks. It isn’t selfish. It is making sure everyone gets the holiday W they are expecting. Sure, you would be disappointed if your gift doesn’t arrive on time, but so will the gift giver.

Being a stickler for the clock or moving a host off of a topic that has no value is the same thing. Of course there is something in it for you, but you are also helping the host do his or her job better. They may get annoyed with you now, but if you save them from an ass-chewing from the bosses or slipping ratings, then they have reaped the benefits.

I guess the unfortunate difference here is that there may be no acknowledgment of what you did or helped them to avoid. Oh well. Every producer has to expect a certain level of thanklessness.

Producers have to take on that Carl Christmas role in dealing with sales too. Remember, just because the producer’s name isn’t on the show doesn’t mean that isn’t every bit his or her show that it is the hosts’.

It’s like decorating your house for the holidays. You may have a certain design in mind. Maybe you have a traditional look you stick to every year. If your spouse or your kid comes home with a giant, inflatable Santa Claus in a military helicopter that they want on the lawn, you have a decision to make. Are you going to say no and suggest an alternative that aligns more with your goal or are you going to let your plan get run over?

25 Best Christmas Inflatables - Top Inflatable Christmas Decorations

Sales has a job to do. It is to make sure their clients’ messages are heard and to make money for the station. Both can be accomplished without sacrificing your show’s quality.

If a seller comes to you and says he wants his client to come in for five minutes and talk about now being the time to book an appointment to have your garage floors redone, you have to speak up. You have an obligation to make sure that the seller knows that even five minutes of that will hurt the show and have listeners diving for the preset buttons on their car stereo. That isn’t good for the station or his client.

Instead, offer to work with the seller and the client to come up with a piece of content that the client can put his name on and a 20-second ad read behind. Will the audience stick around to listen to some dude named Jerry talk about garage floors or will more people listen to you talk about the NFL playoff picture in a creative way and then still be there to hear Jerry’s message about garage floors? The answer seems obvious.

A lot has to be accomplished in the lead-up to Christmas. So much of it happens in the background without much recognition. If the background work wasn’t done though, the problems would be right out on the front lawn for everyone to see.

“Gatekeeper” is a term I really hate. It implies that someone is telling others what they are and are not allowed to enjoy. It is a necessary term though to properly describe what it is that a great producer and a great Carl Christmas do.

We don’t shut people out from being able to enjoy or be a part of what it is we are creating. We set or are handed down expectations and we block anything that can get in the way of achieving them. Sometimes, that is more thankless work than it should be. It is necessary though.

Kevin Anderson on Twitter: "Just noticed that I've been blocked by the  international civil aviation authority @icao Have others working on  aviation emissions also been blocked? Appears to be that their commitment

As my home’s self-appointed Carl Christmas and a former producer, let me give my countrymen the thanks others forget. We are the ones that make it possible for everyone else to be mindless. Wear it as a badge of honor. We may not get the kind of recognition we deserve everyday, but when plans go off without a hitch, we are usually the first to be recognized for making it happen.

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