There’s a unique but special history in the city of Chicago when it comes to print media, though it’s hard to pin down exactly why. Maybe it was because both the Chicago Tribune and Chicago Sun-Times were so respected during their heyday, or maybe it was because there were so many iconic writers in the city that brought personality and strong opinions to their columns. Regardless of the main reason, Chicago was truly a great newspaper town for several decades.
Dan Bickley lived through the golden era of print media in the city. He grew up infatuated with the regular columns from Mike Royko, as did so many other Chicagoans. It was such a memorable experience of his life, that he can still recall the exact smell of the cold newspapers he read at night, after his father brought them home from his shift as a bartender at a Chicago steakhouse.
“Every night my father would come home with an armful of newspapers for me,” Bickley said. “Mike Royko had an incredible way of relating to the common person and I thought it was the most liberating and incredible thing I had ever read.”
Needless to say, those nights lit a fire under Bickley. There was no confusion as to what he wanted to do with his life. The newspaper industry was his true passion.
Fast forward a few years and Bickley is now the guy he always dreamed of being. He was a beat reporter at the Sun-Times and was assigned to cover the early championship runs of Michael Jordan and the Chicago Bulls. The city was on fire. The newspaper industry in the city was on fire. Bickley didn’t want to be anywhere else.
“I remember covering Bulls games at Chicago Stadium and then driving down to the Sun-Times building to pick up newspapers that were literally hot off the press,” Bickley said. “I would take them to Callahan’s, which was a neighborhood tavern a couple blocks away. I’d walk in at 1:30 in the morning with tomorrow’s paper and people would look at them like they were from another planet. They looked at it with such reverence and they didn’t understand how they could have tomorrow’s paper in their hands while sitting at the bar.”
Bickley recalls those years as being magical. A time when people looked at reporters and reporting in journalism as a noble profession. The industry meant a lot to Chicago. So much so, that local newspaper writers were often looked at as celebrities.
As long as Bickley could remember, he wanted to be a columnist. He was living a great life as a beat reporter in late 90’s Chicago, but being the guy everyone in the city looked forward to reading was a step he always dreamed of. The problem was that writers such as Jay Mariotti and Rick Telander created a heavy log jam at the Sun-Times that made upward mobility hard to see.
“Say what you want about Jay Mariotti, but he lit the town on fire.” Bickley said. “His columns were hard-hitting, they were fearless, they were topical and it really kind of galvanized everything.”
Meanwhile in Phoenix, the city was about to get a new MLB team. The Arizona Diamondbacks would be the fourth pro franchise in town, along with the NBA’s Suns, the NFL’s Cardinals and the NHL’s Coyotes. This meant the local newspaper, The Arizona Republic, needed to hire an additional columnist to the one it already had. Bickley probably thought he would never leave Chicago, but in 1998 he moved to the desert to realize his dream of being a columnist.
For the guy that had such a deep love and admiration of newspapers, it would be wildly entertaining to tell him in the late 90’s he would someday be doing a daily radio show and writing exclusively online. His reaction would have been priceless, but Bickley is incredibly happy with how his career has turned out. The co-host of Bickley and Marotta and writer for ArizonaSports.com has turned himself into an Arizona institution and one that local sports fans both listen to and read on a daily basis.
He’s exactly the guy he looked up to as a kid. The only difference is that he traded the cold Chicago wind for the dry heat of the Phoenix desert.
“Over the course of time, as you saw the industry start to die, and more to the point, as I started to work for Bonneville, and I started to work for Scott Sutherland and Ryan Hatch, the workplace culture where I’m at is off the charts in a positive way,” Bickley said. “People who work there know there’s no better place to work in Arizona than for Bonneville and those two gentlemen I call my bosses. I started to realize, this is the synergy and this is the energy and the team I really want to be a part of. It kind of made it easy for me to make that transition.”
Every weekday morning from 6 to 10 a.m. on Arizona Sports 98.7 FM, you can hear Bickley alongside co-hosts Vince Marotta, Sarah Kezele and Jarrett Carlen. Was radio ever a thought for him during his time in newspapers? Actually, yes.
Bickley did fill-in work in Chicago as well as the regular guests segments on local stations in Arizona. Radio was something that always appealed to him, because it was a way for him to show his creativity, along with his personality.
“I always thought, I really, really like this,” Bickley said. “One day I finally got an editor at the Arizona Republic, who is a great man, his name was Ward Bushee. One day I came to him and asked, would you mind if I did this in addition to my role as a newspaper columnist? He said yeah, if it’s something you really want to do. Go run with it.”
Sports radio opened a lane in another platform for Bickley to express himself. He soon found out that being a writer and a radio host dovetail nicely into one another. Essentially, he was reporting 24 hours a day, seven days a week. He loved every second of it. It was a labor of love.
“It’s rare to have a talent who has such strong opinions and a unique perspective that makes them a must-listen on the broadcast side, a must-read with thought-provoking columns on ArizonaSports.com and delivers exceptional results for our clients and marketing partners,” said Ryan Hatch, VP of Programming and Content for Bonneville, which owns Arizona Sports 98.7. “Dan is the complete package.”
What’s most impressive about Bickley is that he made the decision to pursue radio and then made sure he did everything necessary to become a huge success at it. That didn’t come without a strong intent of learning the how-to’s of the business. He made it a point to get better by constantly listening to himself to help refine his craft.
Creative spaces are where Bickley excels. In fact, it seems like he really surrounds himself with those opportunities. His writing space definitely gives him that freedom, as well as the daily radio show, but he’s also in a band that’s pretty good.
“I started a band over 10 years ago called Whiskey’s Quicker. I’m surrounded by four incredible musicians. I’m above average at best but it’s something I always wanted to do. Somewhere along my journey, I realized that if I never tried this it would be a regret I always had. 10 years later I have a band that is surprisingly really, really good. It allows me the opportunity to jam with my 20-year-old son. We played our first gig together, which was just a sublime, incredible experience. I’d like to challenge myself and I like to stretch out in a lot of different directions, that’s something that’s brought me a ton of enjoyment.”
If you couple in the Suns’ recent NBA Finals run and the Cardinals’ looking like the most exciting team in the NFL, few years have compared to the current landscape of sports radio in Arizona. Bickley worked in the golden era of newspapers in Chicago, just maybe, 20-plus years after, he’s working in the golden era of sports radio in Phoenix.
“Radio allows you to cover a lot of different topics and it allows you to show other areas of your personality,” Bickley said. “It’s really enjoyable having a team to work with, in terms of a radio show. I have to say this all the time, it’s one thing to experience individual success but it’s so much more rewarding to go somewhere with the team. When you rely on others to reach certain levels of success, there’s a synergy about that and there’s teamwork about that, which makes it really powerful.”
Chicago is where he grew up and cut his teeth, but Arizona has been home for over two decades. If Bickley has it his way, it’ll be home for several more decades. He loves his role with Arizona Sports 98.7 FM and is truly passionate about the people he works with. The desert is home.
“As of right now, I’ve got so many things in place here, I’m not sure what other city or job would appeal more to me than the one I have right now,” Bickley said. “You always want to keep growing and I’ve had people in Chicago over the years ask me, why don’t you come back home? But that feels like going backwards to me. I like to keep moving forward. I have such a great infrastructure around me of coworkers, bosses and a job that’s highly rewarding, as well as a highly earned reputation that I built over the course of the past 20 years.”
The Best Defense Against An Ornery Subject Is A Good Question
With the right question, a reporter never has to assume an antagonistic stance or role.
A question should be constructed to get the best answer possible.
This was the guideline I learned as a newspaper reporter, which makes sense. You don’t hear the questions in a story. You don’t usually read them. The questions operate off-stage, the unseen lever that pries out the good stuff from the subject.
The dynamic changes when the interview is conducted in public, though. I learned this first-hand when I transitioned from reporter to radio host in 2013. Suddenly, my questions were part of the content being consumed. This is increasingly becoming the reality for anyone covering pro sports now. Not only have the press conferences themselves become a part of actual sports programming, but those press conferences are increasingly the only access to professional athletes, given post-pandemic locker-room restrictions.
But any time I start to think that it’s important to consider how a question sounds to the audience, instead of focusing on the answer it gets from the subject, I will inevitably be reminded of where that thinking leads. This week, it was Jim Matheson, a veteran Canadian hockey reporter in Canada, confronting the Edmonton Oilers’ Leon Draisaitl over being non-cooperative.
On the one hand, this kind of tension has existed for decades in pro sports. It’s inevitable, really, that the people paid to play the games will at times be at odds with the people paid to critique their performance. The difference now, as Ian Casselberry pointed out here at BSM yesterday, is that the tension is increasingly visible.
Personally, I love these moments. Seeing someone get sensitive in public is catnip to my shallow sensibilities. But professionally, there is something to be learned here by going back to the question that started each impasse. Let’s start with Matheson.
“Lots of reasons for why the Oilers are playing the way they are, in terms of winning and losing,” Matheson said. “What do you think is the number one reason for the losses now? Is there one thing, in your own mind, that you’re saying, ‘We’ve got to get better at that’?”
It’s a bad question for two reasons, the first being that it is actually two questions. “Double-barreled” is the term used by John Sawatsky, a Canadian journalist, an absolute prince of a man, and an unrivaled expert in improving interview skills. In two days, John taught me more about good interview tactics than I’ve learned in 20 years of weekend workshops and workday brownbags. This won’t be the last time I mention him in my posts here at BSM.
The best piece of advice John offers is also the easiest to institute and provides the most immediate results: Ask one question. Just one. If you add a second question — either out of nervousness or because you try to phrase it better — it will confuse even a cooperative subject. If you have an uncooperative subject, it provides an out. An opportunity to answer the less difficult question and then stare right back at you to indicate it’s your turn.
That is exactly what happened to Matheson. Here was Draisaitl’s response: “Yeah, we have to get better at everything.”
Matheson asked if Draisaitl was willing to expand; Draisaitl was not, adding a sarcastic aside that Matheson could add to it because he knew everything. Jameson then asked Draisaitl why he was so “pissy.”
“Hmmmm,” Draisaitl said, raising his eyebrows as if he hadn’t heard.
“Why are you so pissy?”
“I’m not,” Draisaitl said. “I’m just answering your–” at which point he was cut off by Matheson.
“Yeah, you are,” Matheson said. “Every time I ask a question.”
Now, it’s likely that Draisaitl’s issue has nothing to do with the question Matheson asked. It’s possible that no question Matheson asked was going to get a good answer. But because that question was poorly constructed, it left Matheson cornered into the choice of accepting Draisaitl’s terrible answer to his poor question or creating a confrontation. He chose the latter, and while I don’t think it was wrong, per se, or crossed any lines, Matheson looked like the aggressor. And I suspect that will be the last piece of useful content he ever receives from Draisaitl.
This is the point where my column was initially going to end. Then I saw Ian’s post, which included an exchange between Gary Washburn, a reporter at the Boston Globe, and Celtics guard Dennis Schroder, who was every bit as uncooperative as Draisaitl. It provides the perfect example to see how a better question changed the nature of the impasse.
Let’s go to Washburn’s first question: “Dennis, in Philly, you had one point, but the game before in Indiana, you had 23. It seems like you’ve been up-and-down a little bit. Are you starting to feel comfortable? You had the COVID protocol, you had a lot of things happen this week, are you starting to feel a little bit of comfort in the offense?”
Washburn’s question wasn’t perfect. There are technically two queries, though I’d argue he really just restated his question about being comfortable. It was also a yes-no question, which doesn’t tend to be as powerful as a question that seeks an answer about how or why something has occurred. I’m nitpicking, though. The strength of this question was revealed when Schroeder bristled.
Schroeder: You with us or you with Philly?
Washburn: No, I’m just asking.
Schroeder: You with Boston? You work for us?
Washburn: I cover the Celtics. I’m just asking if you’re feeling any more comfortable over the last couple games.
Schroeder: It’s just a stupid question.
Washburn: My fault. Are you feeling any more comfortable? How did you feel like you played today?
Schroeder: Not good enough for you, huh?
Washburn: No. I’m asking about the bounce back.
Schroeder: We won, so that’s all that matters. I’m a team player, so end of the day if I’ve got 40 points or one point and win the game, I’m going to be happy with it. So end of the day, I’m a team player, trying to win some games. And in Philly, we didn’t come out right, we played right, and that’s it.
Washburn: Thank you.
At no point in that back-and-forth does Washburn have to do anything other than restate his question: Are you feeling more comfortable? Schroeder has the choice whether to answer it, and ultimately talks around the quesrion without addressing it.
Washburn never has to say he was dissatisfied with the answer or call out Schroeder for being uncooperative. He never has to assume an antagonistic stance or role. He’s courteous and even accepts responsibility for a question Schroeder doesn’t like. In the end, Schroeder’s defensiveness speaks for itself. And that is important given how many people are now watching not just the answers that athletes provide, but the hearing and in some cases seeing the questions that provoke them
When Ian wrote about these situations on Thursday, he concluded with a very poignant observation: “Tensions are now out in the open, when they might have previously happened in a corner, away from everyone’s attention. And when these dialogues become public, people feel the need to take sides with the reporter or the athlete. Which side you’re on as a fan likely depends on your perception of the media.”
He’s absolutely right, but I would provide one addition to that. A well-constructed question is your best defense against not only an ornery subject, but also those audience members predisposed to blaming you for antagonizing the athlete.
What is The Next Evolution For Nickelodeon And The NFL?
“The NFL and Nickelodeon are a perfect marriage. An expanded package of games is the ideal next step.”
No matter how you look at the results, the NFL has hit a home run with a playoff game getting kid friendly packaging on Nickelodeon each of the last two seasons. Parents are watching with their kids, it’s driving an online conversation, and the league is letting a creative group of people have fun.
The NFL Playoffs on Nickelodeon work! So what do you do when something works?
You start to think about what the next step is. Those are conversations both the NFL and CBS/Viacom, Nickelodeon’s parent company, should be having.
To me, the next step for the NFL is pretty obvious. Give us a package of kid-friendly games during the season.
It doesn’t have to be a full 18-weeks, but think of it like ET with Reese’s Pieces. If the idea is that you are using the caché of Nickelodeon characters and graphics to get kids to watch football, doesn’t it benefit you to do that, or something like it, five or six more times during the season? Isn’t that the trail of Reese’s Pieces that could get the little ETs watching football more regularly?
It could be a revenue generator too. Something like the kid-friendly NFL package really does seem tailor-made for a bidding war. After all, every streaming service needs content. You could absolutely see the NFL going to Disney to see if they wanted to counter with something Marvel or Star Wars themed, right?
I think it would be a mistake to put this package of games on the open market. CBS has assembled the right duo in Noah Eagle and Nate Burleson and Nickelodeon has created the right aesthetic for the game. It is goofy. I enjoy watching Patrick Star’s face go from concerned to elated when a kick goes through the uprights just as much as my kids do. I don’t know that I would be as invested in trying to defeat Thanos with football or whatever the counter would be.
Make it worth CBS/Viacom’s to up their spend. Take care of the company’s other TV properties somehow. Give them priority for the next Super Bowl bidding.
I don’t know the exact right answer. What I know is the NFL has a GREAT thing here and it should be focused on cultivating it.
So that brings us to the next obvious question: what is the next evolution of this model for CBS and Nickelodeon?
Oh man, some of y’all are gonna hate this shit!
PUT SLIME ON EVERYTHING!
I am serious! Give me a kid-friendly version of The Final Four. Dump slime on the winner of The Masters. Every week the SEC is on CBS, have Young Sheldon pop up to explain to the audience what a bag man is.
Obviously, I am giving you the extreme version of the plan, but you get the gist, right? We just ran a guest piece from Joe Ovies that discussed how leagues are learning to meet the needs of younger fans. Well, here is a chance to do that with the help of a network partner.
Golf is looking for a way to bring back the fans that used to tune in on Sundays to see Tiger Woods close out a big win. It is a shame The Masters is the least likely to let CBS and Nickelodeon help, because it is the event that could use it the most.
CBS is way more likely to get the cooperation of the NCAA Tournament. You would probably have to limit Nick’s involvement to the Final Four, or even just the Championship game, but it would be worth it. Basketball is popular with kids. Those games are played in cavernous domes with plenty of space for an extra broadcast crew. Plus, the players are young enough to be excited about a project like that.
Broadcasting and sports are both built on innovation. When an idea comes along that can truly change the trajectory of how business is done, you have to embrace it. That is what we are looking at here.
The NFL and Nickelodeon are a perfect marriage. An expanded package of games is the ideal next step. If the NFL isn’t interested though, CBS/Viacom cannot let this thing go to waste. It has created something sports-loving parents can do and watch with their kids that aren’t entertained by competition alone. That describes most kids now.
One side, hopefully both, recognize that this is a chance to invest in their respective futures. Not every kid-targeted game or broadcast can look the same, but you have a proof of concept. You know your formula works.
Now get out there and do more of it!
Five Down and Dirty Ideas For Gaining Radio Sales Advantage
Tie into the local team and have two ads ready to go. One if they lose and one if they win.
Sometimes, salespeople need a new twist on an old idea to close the deal with a client. Here are five bold, down and dirty, ideas to beat out the competition and stand out in your market:
1. Sell an endorsement
Make sure you sell the sponsorship in 13, 26, or 52-week increments. There is no way you want to burn your talent on a category because the client didn’t run long enough.
Start selling spring advertisers right now. Patios, pools, and landscaping makeovers. Maybe sell an advertiser on a community makeover for a prominent retired community person and have the on-air person lead the effort. Sell a crypto or NFT sponsorship to a host and let them learn all about it on the air.
Make sure the talent also posts on social for the client.
2. Update your copy!
Sell copy changes as a benefit to the client. Tie into the local team and have two ads ready to go. One if they lose and one if they win. Your traffic person will hate you, but it can happen!
Produce bad weather spots now. Insert them at a moment’s notice. Buy your traffic person dinner because they will have to re-con the logs. So what. Think “in the moment.” Your listeners do that and it’s the best way to relate to them.
3. Do you have several car dealers, heating and cooling, roofing, or restaurants on the air?
Help them stand out on the station by branding them on weather, traffic, or top-of-hour IDs. This is a great way to pound the advertiser into the listener’s consciousness and separate them for the pack. Consider bonusing them the IDs if they committed to an annual.
4. Sell some NIL
If you have a famous college athlete in your market and a local NIL deal, suggest adding a radio campaign. Dr. Pepper did it. Or sell one to a local sports bar and have the player go there after the game and do an appearance on your post-game show on site.
This concept works well when sold with your CHR or New Rock stations. The rules have changed and you can do a lot more now. Schools, in some cities, are even more than willing to help you! They are doing anything to show other recruits how much love they will get in their town.
5. Super Bowl bet
Get two non-competing advertisers to take sides for the big game coming up. Set it up so if one team wins, listeners get a discount and vice versa. A Heating and cooling guy vs. a plumber could work well. You know how to say “Big Game,” “green and gold” for Green Bay, and the “red team” for Kansas City.
Just find the clients who care about the game. See if your shows would let them do a call-in. Let them cut up a bit and give them some promos, make them part of the Super Bowl hype.
If one of these doesn’t work, sell like Tom Brady.
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