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Bruce Gilbert Is Still Learning

“The minute I stop learning is the minute I should stop doing this job. I think there’s always something to learn and that’s never been more true now.”

Brian Noe

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A lot of ego exists in sports radio. Many people in the business have inflated opinions of themselves. Bruce Gilbert is not one of these people. He’s one of the most humble individuals you’ll ever meet in the industry.

Bruce could walk around like a peacock as the Westwood One/Cumulus Media Sports SVP and the guy who once hired Colin Cowherd at ESPN. But Bruce still resembles the younger version of himself that was elated to call high school hockey games in Wisconsin for 25 bucks a pop.

The tie-in with hockey makes a lot of sense because Bruce truly does resemble a hockey player. He’s an incredibly hard worker, but when it comes time to receive accolades, he’d rather put his head down as if to say, “I can’t achieve anything without my teammates.” Maybe it’s his Midwestern roots as a kid born in a little town north of Champaign, Illinois. Maybe it’s because Bruce is simply a genuine dude who gets respect because he shows respect.

Bruce is one of the brightest programming minds the business has ever seen. He hasn’t just randomly stumbled onto success; the guy knows what he’s doing. When Bruce talks about what he looks for in a host and stresses the importance of attending conferences like the upcoming BSM Summit, there are a lot of people that can benefit from his views.

We also chat about what the sports radio industry does best and worst, as well as what Bruce would change about his career. Enjoy!

Brian Noe: When in your life did you think, hey, sports radio might be what I want to get into?

Bruce Gilbert: Well, I’m so old, Brian, that there was no sports radio when I decided I wanted to get into radio. My dad was in the radio business. I had great parents and a great dad. He would let me come to the radio station. Every radio station he worked at was just magic to me. From the equipment to the announcers to just the activity and the buzz in the building.

I think I was probably about five years old when I was like, this is what I’m doing. I wanted to be a disc jockey, man. I wanted to play records and talk up the intros and be a disc jockey. To me it was like, you get paid for this? You got to be kidding me. I had a destiny that started at a pretty young age.

BN: What was your first radio gig?

BG: My dad was the general manager of a radio station in Binghamton, New York. WNBF. It’s still there. It’s a news talk station. It was owned by Stoner Broadcasting at the time. They were the flagship station for the Binghamton Broome Dusters, which was the minor league hockey team that played there. My first job was board-oping Binghamton Broome Dusters games at the age of 14. I think I was in the 7th or 8th grade.

I prayed that the game would go really fast because if it got over between 9:30 and 10, I got to play a few songs before the network news at the top of the hour. That was my dream. It turns out it’s funny, I ended up in sports radio; I started in sports and ended up in sports. It was awesome. It was the coolest thing ever to be able to do that.

BN: What led to you being on the programming side of the business?

BG: That’s just what I fell in love with. It was probably at that time, being a teenager, it was about the music and listening to music radio. In that part of the country, we were all influenced by legendary radio station WLS. WLS was in 50 states, a huge 50,000-watt Clear Channel AM radio station that played top 40 music. We all wanted to be big-time disc jockeys on WLS.

I think the other thing is my dad was in sales and it just didn’t seem as sexy. Even though he tried to tell me and he was right, he’s like don’t you see all the sales people drive the really nice cars and all the disc jockeys drive the really shitty cars? [Laughs] And I said I don’t care, I want to be on the air. That’s what I want to do. That’s where it all came from.

BN: When you’re evaluating a sports radio talent, what are you looking for and what are you drawn to?

BG: I know this sounds like the cliché answer, but the number one thing I’m looking for is authenticity. With authenticity, I think I would add to that you’ve got to be real, you’ve got to be self-deprecating, but you also have to have a life. By authenticity, it’s not just being authentic in your sports opinions, like I’m going to be authentic in what I think about that coach or that player. You have to be authentic about how you live, where you go, who you talk to, what you’re into, what movies you watch, what television shows you binge, what motivates you, what aggravates you, and all those things.

I guess what I look for, it’s one thing to be authentic, it’s another thing to be openly authentic. I’ve often said that the greatest talk show hosts, regardless of what they’re talking about, are willing to basically perform open heart surgery on themselves every day. I’m going to open it up and just throw it out here. I’m not going to apologize for it because that’s what’s in my gut. That’s what’s in my heart. That’s what’s in my soul.

You can get away with a fake persona or an over-the-top personality that you create that is some sort of alter ego for a little while, but it’s not sustainable in the long run. The only thing that’s sustainable is being you.

BN: When you look at the sports radio industry as a whole, what do you think is working well and what do you think should be a lot better than it currently is?

BG: What’s always worked well, when done right, when sports radio is done effectively and in a compelling and engaging and authentic way, it’s the ultimate escape. We’ve seen that again during these incredibly odd times we’ve been living in, now going on two years.

Like every radio station, we had a dip at the beginning of the pandemic. As sports came back, so did sports radio; 2021 was a really good year for the sports format. I think it’s because people got burned out on all of the negativity and the depressing news stories that were repeating themselves over and over. On top of it, how everything became politicized and the country got more and more divisive.

The only true uniting thing was sports. Sports unites us all. It unites people and galvanizes people in a really tight-knit community kind of way. You and I may be polar opposite politically, but if we end up sitting next to each other at the game and we’re both rooting for the same team, I don’t care what your politics are, I’m high-fiving you when we score a goal, or we get a touchdown, or we hit a home run.

That is what sports radio does best. When it’s in its prime and it sticks to the fun of the games and the storylines of the real-life heroes and villains in sports, it’s the perfect escape from all the madness of life. That’s the positive. I don’t see that ever not being a positive in a really true way. That’s motivating to me and what I love about this format.

Now how did you phrase that; what are we not doing well?

BN: Right, yeah, what isn’t where it needs to be currently?

BG: I know it sounds like I’m programmed to say this and it’s the hip, cool thing to say and everybody’s woke and all that stuff, but sports radio is way too old and way too white in general.

Look, there are people that are doing a great job of bringing in new voices from different backgrounds, but I think it’s problematic. Especially when you look at television sports and how much better they’ve done with female anchors, female reporters, female play-by-play announcers, and we’re just behind.

I think it’s a product of not digging deeper or going wider. It’s also a product of radio maybe not paying as well as television, radio maybe not being as sexy as it once was. But those are just excuses, right? If you look at the audience of the marketplace and you look at the demographics and the ethnic backgrounds of those that participate in America’s most popular sports, I don’t think sports radio is close to being reflective of those constituencies.

It’s incumbent upon those of us that are in this format to make that happen. It is true you want the best person for every open job, but you also just can’t keep recycling the same people over and over. You’ve got to go give some new people a chance. They’re going to have to stumble a little bit and figure their way through it, but if they have the right support, it will make the format more relevant and I think give the format more life moving forward.

BN: The word escape stands out to me. When sports radio dips into a political issue, it can be an interesting conversation, but it becomes less of an escape. Where do you stand on that dilemma?

BG: Yeah, it’s a great point. We’ve had a lot of conversations internally about how to address that. My personal opinion — and this is based heavily on watching how those things impact research and ratings — is that we can’t be an escape if we go down the political path. Sports radio is most successful when it’s apolitical because being apolitical is one of its true positives. That’s the uniting part. The minute we get political, we’re not uniting anymore, we’re divisive.

As much as you want to be authentic and you want to talk about what people are talking about, I think my experience is saying, and what I’ve seen as I’ve watched it unfold, I would say it’s a mistake to get political or go into those areas that could be perceived as political. We have a small audience to begin with. It’s a niche format. Why do you want to alienate part of that audience by taking one side or the other on a political issue that’s going to actually run people off?

BN: With the BSM Summit coming up, why is it important to be there?

BG: Well, first of all, we all miss each other, right? None of us have been able to see each other because we haven’t been able to travel for a couple of years, and a lot of us know each other and go back a lot of years. There’s a real value in just being able to connect with people.

The side effect of being able to connect with people is I think you learn in those situations that some of the things that you see as obstacles or problems that you’re dealing with, it’s really healthy to talk to other people that are going through the same thing and realizing, oh, I’m not alone in this. They’re having to get over that hump as well. It works in the reverse in a positive way. You see somebody that has come up with a solution or done something unique, that becomes contagious and that drives us forward.

The other reason I think it’s important is because when somebody like Jason takes the time and makes the effort to pull all those people together, and he works his ass off on this thing, I just really respect that. That is a strong message from a person that this is worth our time and worth getting away for a couple of days and shutting ourselves in a room and trying to make it better.

One of the problems with any business, I think, is complacency. If we don’t sit down in a place like that and be honest with each other about what our challenges are and how to address them, then we’re going to become complacent. I think what Jason’s done really well is he’s made it a point to not allow it to be a place where we all just sit around and pat each other on the back and talk about how great we are or live in the past. He’s done a really good job of making it about the now and going forward.

I look forward to that because look, I’ve been doing this a long time; the minute I stop learning is the minute I should stop doing this job. I think there’s always something to learn and that’s never been more true now when you look at video platforms, all the different digital platforms, how to get your things out on social media, the algorithms, all the different things that we never had to deal with that we now need to deal with. You can’t deal with it if you aren’t willing to learn it and understand it and grow.

That’s why I think it’s critical. I think it’s even more critical because of the work that Jason puts in. It’s not just a hey, let’s get together and scratch each other. It’s let’s really, really make this worth our time.

BN: What’s something valuable that you’ve taken away from the Summit before?

BG: I get two really critical things out of Jason’s Summit in particular. One, a lot of affirmation. You’re always experimenting and trying new things. It might be one little thing that you’re doing in one little market and you wonder if that’s the right thing. Then you go there and you hear somebody talk about something similar or maybe even something exactly the same and you’re like, okay, good, I respect that person and that person is trying the same thing or thinks that’s a good idea. There’s an affirmation aspect to it.

The second thing that I always get out of it is just motivation. What comes out in two days with a group of people like that is that most of us aren’t in this for the paycheck — although we all like to get paid — but we’re in it because it’s a passion. I think about outside of my wife and kids, my two loves in life are sports and radio. I get to do them both every day. What happens is you see that passion come out in different ways. Not all of them that are there are radio people specifically. They may be in a tangential business, but that passion is overwhelmingly motivating to me and I find myself recharged, re-energized.

I think affirmation, motivation, and sometimes those two actually drive you to try something that maybe you’ve been thinking about. I know I’ve had this happen where I’ve been thinking about something for maybe years and you go to a conference like that and you’re like, why the hell haven’t I done that? Now I’m going to because I keep putting it off, and if so-and-so can do it, or so-and-so believes it’s a good idea, then I’m going to go forward.

BN: What’s the most gratifying aspect of your job?

BG: That’s easy: Watching other people succeed. When I see someone who I know is busting their ass or has been trying to get something to work for so long and it clicks and it happens, or the ratings finally happen, I totally am driven by that. I love seeing it.

Those are the people I then absolutely want to help as much as I can. By help, I mean help their career, help them grow, help them find the next job or whatever they want to do that’s important to them. That, to me, it’s all about that. It’s about watching people win that really deserve it and earned it.

BN: What’s the most difficult part of your job?

BG: I don’t dwell on the bad stuff but certainly over the past couple of years, the most difficult thing has had to be downsizing our teams. Everybody has been through it, but that doesn’t make it okay. Nobody ever deserves to lose their job, especially if they love what they do. But everybody can’t keep their job. It’s just not realistic. It’s not how it works.

You’ve experienced it yourself, unfortunately, and you’re an extremely talented talk show host that I think is remarkably bright and unique. So if guys like you can lose your job, it can happen to anybody.

I have to admit, I’ve met a couple of people in my career that actually enjoy firing people and I’m telling you those people are either the devil or they’re just not human. There is nothing fun at all about having to tell people that their position no longer exists. It absolutely blows. That’s the worst by far.

BN: Yeah, absolutely. That’s crazy; I can’t imagine someone enjoying that.

BG: There are some people that do. They’re proud of it. It’s like something’s wrong with you. [Laughs]

BN: Put your current job to the side, it doesn’t count toward this question. What’s the most fun you’ve ever had during your career?

BG: Maybe this is nostalgic and we romanticize things, but probably when I was working at my dad’s Wisconsin-owned radio station. I think when I had the most fun was doing play-by-play. I used to do high school basketball and high school hockey, believe it or not. I loved it, man. I thought it was the greatest thing ever. The hockey games were outdoors. I was standing in a snowbank with a headset on calling a high school hockey game, freezing my everything off.

I think about those times and I’m like, that was a freakin’ blast, man. It was so much fun. I’m sure I had some worries, but I don’t remember having a single worry in the world then. I didn’t have a family to support yet, so it was just like, make your 25 bucks doing play-by-play and go through the McDonald’s drive-thru and life is good.

BN: [Laughs] Totally, man. For you personally, do you look to the future as far as goals or are you an in-the-now type of guy?

BG: I think for me personally, I’m definitely a here-and-now person. That’s how I was brought up. That’s my Midwest upbringing. My parents were like, as long as you’re getting a paycheck from somebody, you give them 150%. You get up in the morning, you bust your ass and go to work for them, and you do everything to make them look good and smart and make them money. If something else happens to come along, then you consider it.

That’s the reason I say I’ve been very lucky. I’ve had a lot of things just organically come my way. I don’t know why or how I was lucky enough to fall into those places. I guess a lot of really good people that have helped me and looked out for me, mentors of mine.

But yeah, I don’t get fixated personally. There’s no guarantee. For me personally, I’m all about today being as great as it can be and tomorrow being whatever it’s going to be.

BN: If you could change anything about your career, would you?

BG: No. Not at all. And that doesn’t mean that I don’t think I’ve made some mistakes. I absolutely have made some mistakes. I think I made them with good intentions. Even when I made the wrong step, it all made sense when I did it. That’s not because I’m smart or I did everything right because like I said, I’ve made some mistakes.

But just because you make mistakes doesn’t mean you have to have regrets. I don’t regret it. All of those things get you where you’re at now, good and bad. I’ve made some mistakes, but I wouldn’t change anything. I’ve been extremely lucky, man. Extremely lucky.

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Mike Silver Has An NFL Backstage Pass

“When you go through a career transition like that, let alone during a pandemic, you find out a referendum on all your relationships.”

Derek Futterman

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It was the 2010 NFL Draft and standout wide receiver Dez Bryant was eligible to be selected by a professional football team. As a journalist, Mike Silver has always looked to enterprise stories and wanted to be with Bryant when the moment he had been waiting for finally arrived.

Through a preexisting relationship with Pro Football Hall of Famer Deion Sanders, he got in touch with Bryant and received permission to attend his draft celebration. Before being selected in the first round by the Dallas Cowboys, Bryant revealed to him that then-Miami Dolphins General Manager Jeff Ireland had asked him during the pre-draft process if his mother was a prostitute.

Once that information was published in Silver’s column, Ireland had to publicly apologize and was subsequently put under investigation by the team’s majority owner Stephen Ross.

“People were like, ‘How did you get that?,’ but I was very proud because really the way I got it was because Deion Sanders respected me enough based on things that had happened decades earlier and the way that I conducted myself that I was able to ultimately get to Dez,” Silver expressed. “That to me is a validation. I’ve nurtured relationships for years and years that have led to zero reporting and thought, ‘It’s okay; it’s just part of the process. It is what it is.’”

From the start, Silver was a believer in journalism and the power the profession had in divulging stories in pursuit of the truth. Born in San Francisco, Calif. and raised in Los Angeles, he would read The Los Angeles Times sports section for a half hour per day, observing the proclivities and vernacular of other writers. As a high school student, he co-authored a sports column in the Palisades Charter High School Tideline with current Warriors head coach Steve Kerr, gaining practical experience in journalism and cultivating professional relationships.

“I was the only Warriors fan in our school because I was born in San Francisco so he used to clown me for being a Warriors and 49ers fan like everyone else in our school – so I ended up having the last laugh,” Silver said. “By old standards, you’d say, ‘You can’t cover Steve Kerr. That’s your friend.’ I think in 2022 if I have to cover Steve Kerr, I’ll just be like, ‘You know what? Everyone knows we’re friends. I’m just going to be up front about it.’”

Silver attended the University of California, Berkeley where he earned his bachelor’s degree in mass communication and media studies. The school was not known for profound levels of success within its football and basketball programs, according to Silver; however, the student newspaper was a place to gain repetitions in covering sports and having finished work published, printed and distributed.

Towards the end of his time in college, Silver wrote stories that were published in The Los Angeles Times, the newspaper he grew up reading and from which he drew inspiration to become a journalist.

“We would tell the players we covered, ‘Hey, we’re trying to go to the pros too, and we’re not going to get jobs in this industry if we don’t write the truth,’” Silver said. “We were trying to break in as legitimate journalists and we definitely ruffled some feathers along the way.”

Once he graduated from school, Silver began his professional career writing for The Sacramento Union where he covered the San Francisco 49ers. Silver grew up as a football fan and was familiar with the team but always tried to find original, untold angles to differentiate his stories from others. Shortly thereafter, he transitioned to join The Santa Clara Press Democrat as a beat writer and used the time to further develop his writing and reporting skills. Five years later, he was in talks to land his dream job as a writer in Sports Illustrated, a prolific sports magazine focused on producing original content.

Sports Illustrated was released on Wednesdays and operated under the belief of trying to omit any stories that may have been reported in the days prior. The goal was to tell stories that were under the radar and would be impactful and memorable for its readers.

During a typical week, Silver would visit both the home and road teams in their own cities with the hopes of connecting with players and team personnel. After a game, he would go to the locker room, yet he would try to avoid doing one-on-one interviews since the content would likely be published elsewhere before the magazine was released.

Then, his writing process commenced and often went through the night, as Sports Illustrated had a 9 a.m. EST deadline the following morning. By taking the approach of enterprising stories, Silver quickly became one of the most venerated and trusted sportswriters in the country, composing over 70 cover stories for the publication.

With the advent of the internet though, journalism and communication was forever changed allowing for the free flow of information and ideas in a timely manner.

“Now I can arrogantly write to whatever length I want and every precious word of mine could be broadcast to the masses, but [back then] you better have it the exact length because it’s going on a page,” Silver said. “You’re maybe reading over a story 15 times or more to get it just right before the seven layers of editing kick in. You’re also leaving theoretically half of your great stuff on the cutting room table never to surface again or seldom.”

Nurturing a relationship built on trust and professionalism is hardly facile in nature, and it required enduring persistence and resolute determination to achieve for Silver. Through these relationships, he has been able to create both distinctive and original types of content. As innovations in technology engendered shifts in consumption patterns though, he decided to do what he originally perceived as being unthinkable and left Sports Illustrated after nearly 13 years.

“When I went there, I felt like we had 30 of the 35 best sportswriters in America and it was murderer’s row,” Silver said of Sports Illustrated. “I had a great, great experience there the whole time so I never thought I’d leave.”

After meeting with Yahoo Sports Executive Editor Dave Morgan and being given an offer with flexibility in the job and a promise of a lucrative salary, Silver knew it was simply too good to pass up. He opted to still write a column on Sundays to counterprogram Peter King at Sports Illustrated, who authored his own weekly “Monday Morning Quarterback” column.

Additionally, Silver agreed to write two additional branded columns per week in a quest to adapt to the digital age of media.

“I was trying to stay current and connect to an internet generation and keep up with the way that people were consuming their content at that time,” Silver said. “….We just had a spirit at Yahoo that we weren’t owned by anyone, we didn’t have a deal with the league and we were going to report the news in a very unfiltered way.”

An advent of the digital age in media has been the practice of writers appearing on television to present their information en masse, requiring changes in their delivery. Unlike in a written piece, reporting on television requires efficiently making key points and speaking in shorter phrases to allow the viewer to easily follow the discussion. Moreover, writers are sometimes presented with questions that may provoke deeper thought or analysis, and occasionally challenge their lines of reporting.

Silver never thought he would work in television, but as a part of his contract with NFL Media, he was writing columns and serving as an analyst on select NFL Network programming. In working on television on a league-owned entity, it forced him to step out of his comfort zone and pursue mastery of a new skill set.

“I never wanted to do TV voice and be cheesy and look like someone who was trained for the medium so my strategy was more to try to be myself on camera and see how that translated,” Silver articulated. “It seemed to work to some degree – and then obviously I picked up a lot of tricks of the trade and techniques and got better reps. Essentially, I think reporting is reporting [and] information is information.”

Moving into television, a medium with sports coverage that is, at its core, nonlinear due to the potential for breaking news and unexpected occurrences, changed the manner in which the information was presented and/or prioritized on the air. In a column, Silver’s goal was to find original angles and obtain anecdotes and quotes to implement into the storytelling. Now on television, sources were still used largely on the condition of deep background, meaning no individual or group could be attributed to the information in any way.

“With TV, there was an element of, ‘Hey man, I’m just trying to sound smart when I talk about you guys,’ which is code for, ‘I don’t have to use your name when I say this stuff, but when I’m weighing on why you just traded for Trent Richardson, help me understand what’s really going on with the Indianapolis Colts at this moment,’” Silver explained. “That’s just a random example. I liked [television] more than I thought I would.”

Silver’s contract was not renewed at NFL Network in 2021, providing a stark change in his lifestyle and leaving him looking for a job in the midst of trying economic times. Through a relationship he had with sports radio host Colin Cowherd, he was given the opportunity to join his upstart podcast platform The Volume as a host. Cowherd eagerly recruited Silver to the platform following a lunch in which the topic came up naturally in conversation about future endeavors.

“When you go through a career transition like that, let alone during a pandemic, you find out a referendum on all your relationships and I have a lot of them from players, coaches, owners and GMs to media people and friends in other industries, etc.,” he explained. “Colin Cowherd is someone I’ll never, ever, ever forget or stop being grateful to…. We were kind of talking some stuff out and he was like, ‘Why don’t we do a show on my network?,’ and we started talking about what that would be. We left lunch… and about 10 minutes later he called me and said, ‘Okay, here’s what I think,’ and kind of continued it.”

Today, Silver is hosting an interview-based program called Open Mike featuring guests from the world of professional football. Recent guests on the program have included Detroit Lions quarterback Jared Goff, New York Jets head coach Robert Saleh and Jacksonville Jaguars wide receiver Marvin Jones. Prior to joining The Volume, Silver had hosted a podcast with his daughter called Pass It Down, which ultimately ran for over 50 episodes and gave him experience working within the medium.

“I’m sitting there spending an hour with [Las Vegas] Raiders GM Dave Ziegler or [Buffalo Bills] linebacker Von Miller or whoever we have on,” Silver said. “You’re not only getting to know that person; you’re watching the way I connect with that person and usually have a body of work with that person, and there’s a comfort level there too.”

John Marvel was Silver’s direct boss at NFL Media and a friend he kept in touch with for many years. Through various correspondences and the dynamic media landscape, they decided to start their own media venture called Backstage Media. The company has a first-look deal with Meadowlark Media – a company co-founded by John Skipper, who also serves as its chief executive officer. Skipper was formerly the president of ESPN and someone Silver wished he had worked for earlier in his career.

“I did not know John Skipper before I left NFL Network,” he said. “I didn’t particularly have a dream to [ever] work at ESPN. We’ve had conversations over the years – ESPN and I – and it never seemed like the perfect fit for me. Now that I know John Skipper, it’s like ‘I would have worked for that guy any time.’ He’s fantastic, [and] I’m just so pumped to be in business with him.”

The company, which focuses on producing documentaries and other unscripted programming through the intersection of sports, music and entertainment, has various projects in development. The idea was derived out of both of their penchants for storytelling and an attempt to utilize new platforms built for engagement within the modern-day media marketplace.

“We’re hoping that documentaries, docuseries [and] episodic podcasts – mostly unscripted – …will be kind of our wheelhouse,” Silver said. “….There’s about four big things that are [hopefully] close to being announced. One’s football; one’s boxing; one is basketball; and one is kind of a blend of some things. I feel like we have a pretty diverse set of interests.”

Joining The San Francisco Chronicle as a football reporter has been indicative of a full-circle moment for Silver, as he is once again around the San Francisco 49ers and writing columns about the team and other sports around the Bay Area at large. Today, he is working with Scott Ostler and Ann Kllion, and directly with Eric Branch on the outlet’s 49ers coverage. Through it all, he seeks to continue gaining access to places that the ordinary person would only be able to dream about in order to tell compelling and informative stories, no matter how they may be delivered or on what platform(s) to which it may be distributed.

“I’m old school in a lot of my mentality in terms of journalism and storytelling and all of that,” Silver said. “I think those things don’t go away. I think it’s journalism first; relationship first; access first; storytelling first; and you figure out the rest.”

As for the future of the profession which has ostensibly become less defined because of the evolution of social media and communication, relationships and storytelling have truly become the differentiators. Silver aims to continue practicing what has allowed him to gain exclusive scoops in the industry and tell stories that would otherwise, perhaps, fly under the radar, but do so in a way that does not jeopardize his sources.

“I’m going to try to develop relationships and cultivate relationships where people trust me and give me a sense of what’s going on,” he said. “I’m going to try to get into places that you, as the consumer, couldn’t otherwise go and take you there, and I’m going to err on the side of the relationship as opposed to finding out one thing that could cause a splash that day on Twitter.”

Some athletes are hosting podcasts or writing columns to directly communicate with their fans, including Cincinnati Bengals quarterback Joe Burrow and Golden State Warriors forward Draymond Green on The Volume, intensifying the quest for engagement and attraction. Yet Silver advises journalists looking to break into the industry not to get distracted in meeting certain metrics, instead adhering to best practices and reporting truthful information without ambiguity.

“Just don’t get undone by the noise,” Silver said. “Put your head down; hyperfocus; grind; tell good stories; do journalism and hopefully over the course of time, that will stand out. I’d still like to believe that.”

Covering professional sports, specifically football, generates a large amount of potential storylines on which journalists can report – and today, digital platforms give them the ability to cover them in different ways. While some scoops may requit a large article, others may be able to be told in 280 characters or less, such as a trade rumor or injury. The amount of information Silver and his colleagues uncovered working for a print publication and then had to omit because of space limitations underscores a key journalistic principle of efficient and truthful storytelling. In today’s media landscape, he hopes to be able to do that regardless of its means of dissemination.

“If you went back and just looked at our normal… feature or story off a game [and] the level we reported on a Wednesday and translated that to a Twitter generation, people would lose their minds about how much we found out and how much we reported with on-the-record quotes usually, and they’d be like, ‘He said what!?,” Silver said. “That’s all we knew and that’s [how] we did it…. I don’t think people understand how much the threshold has changed. It’s all good. The most important things hopefully haven’t changed.”

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Video Simulcasts Are Now A Must Have For Sports Radio

All of these shows have done an amazing job of constantly communicating with their audiences to make sure they’re aware of changes coming their way. 

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Video simulcasts of sports talk radio and podcasts have gone up extraordinarily in quality as of late. The craft started as a novelty that very few participated in. ESPN and YES Network dominated the genre with their simulcasts of Mike and Mike in the Morning and Mike and the Mad Dog respectively. Slowly but surely other sports networks and RSN’s picked up the genre over time and it has now become a major component within sports coverage in the streaming world.

The most popular and prominent shows in the medium right now include The Dan Patrick Show, The Dan LeBatard Show with Stugotz, The Pat McAfee Show, and The Rich Eisen Show. These four shows in particular have done an excellent job of independently producing and building out their video content to look visually appealing while also engage with the audience through graphics, pictures, stats on screen. In McAfee’s case, his company even entered into a rights agreement with the NFL for highlights.

Finding their shows can be difficult at times. Eisen’s show has moved from television to Peacock and to Roku Channel all within the span of a couple years. When LeBatard’s shipping container first began their live video voyage they didn’t have a consistent schedule. Patrick’s show has also leapt between RSNs, national networks, YouTube and its current home on Peacock. But all of these shows have done an amazing job of constantly communicating with their audiences to make sure they’re aware of changes coming their way. 

The video simulcasts have become so lucrative for these shows that they’ve found sponsors to advertise against what they’re offering and they ensure that they pay attention to the look of the show. Commercials that feel like television play during Patrick and Eisen’s shows. Logos are displayed during LeBatard’s broadcast and NFL Films vignettes that you would find on NFL Network air in the middle of McAfee’s broadcast.

McAfee’s show recently moved into a new studio in Indianapolis specifically built for them by FanDuel and just yesterday LeBatard announced they would be moving into their own state of the art studio in Miami that will help expand their creativity. Patrick’s show doesn’t even have guests call into their show anymore – most join via Zoom. Eisen’s guests are more often than not in studio. All of these shows also upload highlights relatively quickly to YouTube. They’re still audio-first but video is no longer secondary. It is 1A in terms of importance.

As much as these simulcasts feel close to real TV, there are still some hijinks that fans have to get used to that aren’t the same as a regular TV broadcast. During LeBatard’s broadcast, a rolling loop of their own self produced album plays during breaks. While the songs are hilarious in nature, if you’re a weekly viewer of their simulcast it might get tiresome to hear every time there is a break.

A loop of some of the show’s greatest moments and some of the side projects Meadowlark Media produces might be more engaging and help reduce drop off rate. McAfee’s show also struggles with white balancing their cameras almost every telecast. At times in the middle of a conversation during the show, discoloration occurs before changing back to normal skin tones.

Patrick’s show has used the same set of graphics since it began simulcasting on NBC’s linear sports network years ago which could be a turnoff for younger viewers of the internet era who always want change in order to grab their attention. Eisen’s show has awkward interruptions happen in the middle of conversations because commercial breaks are different in length on terrestrial radio vs. streaming.

At the end of the day though, these shows are the epitome of what it means to have grit and guts to achieve your American dream. Although their productions are subsidized and/or licensed by big media platforms and sports books, their social media presence and the actual production of these shows was built on their own. During the first couple of weeks after LeBatard’s show left ESPN, the former columnist could often be heard teasing listeners that they were working on building a video enterprise and how difficult it was.

It’s hard to stand on your own in sports talk media without the backing of superpowers like ESPN, Fox, NBC, CBS and Turner who have been producing live broadcasts for decades. But these shows have found a way to do so in a new world that is tailored towards doing everything on your own. 

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BSM Writers

5 Ideas For December Sales Success

How much better will you enjoy Christmas and New Year knowing you have some presentations to make to prospects who want to roll into 2023 with a new idea?

Jeff Caves

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Now is the time to put your foot on the gas for a great start to 2023-not waiting til January. With Christmas Eve, Christmas Day, New Year’s Eve, and New Year’s Day all falling on weekends, you can’t count on who will be at work the Friday or Monday around those holidays in December.

So, looking forward from here, you only have 15 or so days that you can count on your clients and prospects to be at work before the end of 2022. And, if they are at work, consider their motivation or lack of it before approaching them. But here are five ways to attack December.

Cutting a year-end deal

Make sure you go back from the potential start date of the schedule and allow for production, proposal, and acceptance. That usually means you need a week from when you present a year-end idea to when the schedule starts. So, aim to have all appointments booked by 12/9, so you can sell 2-week packages that begin Monday, 12/19. That will give you a sense of urgency and gives you five solid business days to sell your ass off starting Monday.

5-day sale

Make all your pricing and payment terms expire by Friday, 12/9. You can always extend if need be once they give a partial commitment. You want anybody involved in the decision to sign off and let you cut this deal! The idea here is to create urgency and work ahead.

Beat the bushes

Do you want to wake up on 1/2/23 with an empty pipeline? How much better will you enjoy Christmas and New Year knowing you have some presentations to make to prospects who want to roll into 2023 with a new idea? Don’t try to qualify these prospects over the phone. Do it in January when both of you are fresh but get that commitment NOW. Look for your new client avatar.

Be gracious

From now til the end of the year is also an excellent time to meet with your sales assistant, traffic manager, production person, or anybody who helps you at the station. Sit down with them face to face and see what you can do better to make their job easier. Give them some ideas on how they can help you as well. Mend some fences or make new friends; the reason tis the season. Surprise them with a Cheetos popcorn tin for less than $10. Please do it. You will be surprised by what you hear because this is a popular time of year for layoffs, transfers, and people taking new jobs.

Practice a new pitch

December is also a great time to record yourself doing a webinar and start planning to let your content do the talking. Wouldn’t it be nice if your 10-minute talk on how to make live reads work, how to buy radio, or why your audience buys the most widgets produced some warm leads? Practice and get going!

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Barrett Media Writers

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