Kevin Graham Is Just Trying To Enjoy Himself Leading KNBR
“Now I’m at a stage where literally every day I wake up and man, wow, I’m blessed to be where I’m at and there’s a click moment where it’s like okay, this is not a big deal.”
If a song was needed to accurately describe Kevin Graham’s radio career, Metallica’s Wherever I May Roam would be a good place to start. The guy has been all over the place. As the new program director at KNBR in San Francisco, Graham has also held radio gigs in Boston, New York City, Dallas, Phoenix, Detroit, Pittsburgh, Salt Lake City and Columbus.
That’s some serious mileage. Suffice to say, Graham loves moving about as much as he loves watching his New York Jets losing.
That’s just the tip of the iceberg. If his career were a cereal, it wouldn’t be something simple like Frosted Flakes. It would be much more eclectic like Frosted Flakes mixed with Fruit Loops, Lucky Charms and Cinnamon Toast Crunch.
Kevin Graham is a former on-air guy who hosted three different stints of sports talk shows in Salt Lake City. He was a Utah Jazz pre and postgame host. Graham was a football and basketball play-by-play guy who also broadcasted parades and beauty pageants when he was starting out. Add in the fact he programmed news talk station WBAP in Dallas for five years and you can see why his career is like an epic cereal medley. What a long, strange trip it’s been.
Graham provides details about the major lineup change in afternoon drive that was recently made at KNBR. One of the most interesting things Graham reveals is what clicked for him as a programmer that changed his mindset and entire approach to the job. We also chat about what has caused him the most pain in his radio career, involving your star player in big decisions, and living life beyond radio. Enjoy!
Brian Noe: Where are you originally from?
Kevin Graham: West Virginia is where I was born and raised till about 14. Then right before my freshman year of high school, my parents got transferred to Detroit. I ended up going to high school in the Detroit area, then went to college at Central Michigan University. That’s when the radio world took off from there in all the different markets everywhere I’ve been.
I knew in seventh grade I wanted to be in sports broadcasting just because I played all the sports and was average to below average. Usually, when you’re the smallest and slowest kid on a team, you realize you’re not going to be a pro athlete. [Laughs] That’s when I decided you know what, maybe I can be in broadcasting. The best move that ever happened was my dad getting transferred to Detroit. The school I went to had a radio station, so as a freshman in high school I was in radio. I ended up doing some baseball play-by-play that year and just got hooked on it right then and there. It just took off from there.
BN: What’s been the best and worst part about being all over the country with all the stops you’ve made?
KG: [Laughs] The best part is just the fun of going to new markets. The fun of being a PD for me is working with the talent, the content, the branding, the imaging, the core of what a PD does. To me that’s a blast. All the various markets I’ve done it in.
Most stations that I’ve had to go in, there was a reason they were bringing me in because they weren’t doing as well as they were hoping. Fortunately, I would say all except one, they were in a better spot when I left than they were when I got there, which is cool.
A lot of that goes to the credit of just a lot of talented people. That’s been the fun. Having the impact that you can have on various talents and see what they’ve been able to do and grow.
I look at Detroit, I hired Mike Valenti — who’s number one in that market now for years — straight out of college at Michigan State and paid him not a lot and put him on middays with Terry Foster. Now, 20 years later or whatever it’s been, the guy is dominant. To see that type of stuff, to see the impact you have on people, that’s the best stuff.
The hardest part is just every move — as you’ve probably been around — sucks. It’s just hard to move. It’s taxing for a marriage when you’re moving that much. It’s hard when you have kids. It’s just hard when you move that much. My hope is this will be my last one, but that’s been my hope in a lot of places too. [Laughs]
BN: [Laughs] Hopefully this one comes true, man. The lineup change in afternoon drive, what was that process like for you just getting on board at KNBR and then this mammoth change takes place?
KG: It was a couple of things. First, it was ratings-driven. The ratings of the show had not been up to par with the other shows. We were taking a look at that. A lot of it was just listening and my gut. In the end, I trust my gut.
You hate it. That’s the worst part of the job — and that’s nothing towards Larry [Krueger] and Rod [Brooks], the two guys that we had to replace because they’re both very talented. But for whatever reason when that show was put together, the three-man show which can work in some places, it just wasn’t clicking the way we hoped.
In the meantime, Adam Copeland, who I was listening to regularly on our morning show as kind of a third person there, did a 5 a.m. show, also did fill-ins, Bay Area native, lots of energy, passionate. Talking it over with my general manager and Bruce Gilbert and just going through what we could do, we kept going back to him. Obviously, in that situation it’s hard, you’ve got to get buy-in from a lot of people and you’ve got to figure it out, but in the end we felt, and ultimately my gut felt that it would be a better show. So far, so good.
We’ve only been on I think about a month. Some of it is they just had to get to know each other. You know how it is when you get new shows and new co-hosts and all that. At least they’ve been aware of each other, just never really worked together. One month in, we’re really excited at where we’re headed and how the show is sounding right now, so I’m very hopeful that we’ve got ourselves a pretty good hit there.
Plus, Tom Tolbert’s a star in this market. Again, it’s nothing towards Larry and Rod, but when you have three people, here you’ve got your lightning rod, a guy that’s been in the market for years, a guy that’s been number one multiple times for years including before they made the change. I just felt like you needed to hear more of him.
When you have three people, it’s just harder to do that. Tom being the laid-back personality that he is, wasn’t commanding that he needed more air time. He was a team player, which is exactly what he should be doing. It was a big decision that moving forward we need to hear more of Tom. So far, so good on that.
BN: What’s your approach when involving a star, or not, in a process like that? It’s like NFL teams where some choose to involve their star quarterback with certain decisions, some don’t; what did you prefer to do with Tom Tolbert in your situation?
KG: That goes back to me being an on-air talent, I try to manage how I would like to be treated. I’m very direct and honest, and that’s how I manage people. I try not to be a jerk about it, but hey, here’s what I’m thinking we need to do. What ideas do you have? So in this approach, yeah, I did talk to Tom obviously before pulling the trigger. I felt like he needed to be aware.
To Tom’s credit, he didn’t really want to be aware. [Laughs] He was kind of put in a bad spot and I completely understand that. It’s a tough spot, but there was no way I was going to take our number one star, one of our top lightning rods on the station, and not get his feedback on it because that would be the worst thing, trying to force-feed someone if you don’t have their buy-in in my opinion.
BN: Especially when you’re new. Imagine if you didn’t involve him, made this change and he hated your guts for it.
KG: Oh yeah, there’s no doubt. I was just trying to be transparent and open. Those situations, they suck. I didn’t sleep for a couple of weeks leading into it. It’s awful. But I’m paid to do what I feel is best for the brand. The company is trusting me to try to put the best product on the air and I felt like at that time, and with others in our building felt like it was the best time to make that change. I felt like Tom needed to be in the loop on it. If there were any red flags I needed to know that because I wasn’t going to make a change and put somebody in there he wasn’t going to like. That would not work.
BN: One of the challenges during the pandemic was that a lot of your hosts were working remotely. What was that like to start in a brand new market when that was part of the equation?
KG: It was hard. My morning guys were coming in. They had gotten approval and got all the necessary vaxxing and all of that. They were in. I was seeing them often. But everybody else was working remotely.
For me, it was good because John Lund is doing middays with Greg Papa. I’ve worked with John in the past. John was my first producer in Salt Lake City. I’ve actually hired him at other spots. That was easy because he’s somebody I’ve known for years. I was able to connect with him.
The others I just called and tried to get to know them. I just talked to them and made sure I tried to communicate as much as I could. At one point I get here and by the way within a couple of weeks of being here I end up with COVID even though being vaxxed and all that. That was hard because now I’m working remotely from a new city and a new place. So I was dealing with all that as well.
Just tried to communicate as much as possible and tried to adapt. When you’re at a station like this too, it’s not just the on-air you have to deal with, when you’ve got the Giants, the Niners, we have 1050 that carries games like crazy. There’s a lot of moving parts to this thing. Not only did I have to try to learn the market, get to know my hosts, but also try to learn the systems and everything that needed to be done to make sure everything was running smoothly.
BN: I hear this from a lot of on-air guys where maybe they figured something out, it clicked and then it just really changed their whole approach on air. Was there anything like that from a PD standpoint where you finally learned something and then it was just like oh wow, I kind of get it now?
KG: It’s weird to say this, but I think COVID changed a lot of things from my standpoint. For me, I was always a workaholic. I always felt like I had to work harder than everybody else to succeed. I think COVID just kind of slowed things down in a weird way because we were all in different spots and I think you saw how different people reacted to it. Some reacted very favorably to it and other people had a lot of issues with it. I was probably in the middle.
I was kind of trying to figure out how to manage a staff from a distance and had some personal stuff because at the time my dad was not in good health, so COVID allowed me to go work remotely from where they are to help him. I think after all of that and when I was wrapping up BAP and then coming here, for me it just cemented that okay you know what, there’s more to life than just your job 24/7.
Unfortunately — and fortunately — I don’t think I probably would have had the success if I didn’t work as hard as I did and learned as much as I did. Now I’m at a stage where literally every day I wake up and man, wow, I’m blessed to be where I’m at and there’s a click moment where it’s like okay, this is not a big deal. Don’t overreact to that. Calm, figure it out, work it out, try to keep everybody else calm.
It’s weird, I’ve been doing this for almost 30 years and probably everything finally clicked for me in a comfort zone where I finally said okay, you know what, quit being nervous about the next ratings book, quit being nervous about this and that. Just chill it out, enjoy yourself, be in the moment, take advantage of the perks and fun like going to games and all of that.
I used to skip some of that stuff because I felt like I had to get the imaging written up. I had to do this. I had to do that. Now it’s like you know what, I’ve got enough time in a day to get that type of stuff done and I’ve got a great support staff of people that help. I empower people more than I ever used to. I was more of a control freak, now I feel like I empower people because I want them to grow. I want them to succeed. I want it to be that if I do end up leaving here whether it’s by my choice or not, I would love to have people here who can step up into my role and take over. That’s how I kind of look at it now.
BN: As a New York Jets fan you’ve felt a good amount of pain over the years. I’m curious what has caused you the most pain in sports radio over the years?
KG: The most pain in sports radio over the years — Nielsen by far. Freaking Nielsen still to this day. We’ve got some blips going on now with meters and — just trying to watch my language — it’s very frustrating to have a system that you’re judged by — and all of us have to live by it, programming, sales, everything — that’s based on such a limited sample.
How you can go one month and be dominant and the next month you lose a couple of people. That happened to me in Dallas. It’s happened to me here. It’s happened to me in Boston. No matter what size market, two people can affect your livelihood in such a negative way. I don’t know the answer. It is what it is as they keep saying, but it’s really frustrating when you’re completely judged on this system.
Now we get real data about our stream, and just recently see that Nielsen is giving us 17,000 cume on our stream but yet Triton is giving us 300,000 cume on our stream. It’s like the 300,000 is real, where Nielsen is still based on the PPM technology. There’s no doubt in my mind that’s the biggest frustration and most likely will be the reason I get the hell out of this industry eventually. [Laughs] Whether I want to or not.
BN: Hey man, I totally get it. As far as your professional future goes, if you were able to write out what the next 10 years of your career look like, what would you want it to be?
KG: If you would’ve asked me that 10 years ago, I could have a map. Right now I don’t know. Right now all the moves I’ve made and all of the things I’ve gone through — and a lot of people have gone through particularly through COVID and everything else — I’m just trying to enjoy myself right now. I’m in such a great spot.
I have a great general manager in Larry Blumhagen who’s a brand new general manager and I was his first PD hire. Bruce Gilbert, Brian Philips, everybody in the Cumulus family, Mary Berner obviously lets us manage on a local basis, which I think is a little rarer than a lot of places these days with the way companies are. I’m just in a really good spot. I’m just going to enjoy this ride.
If I ever choose to move along, I don’t think it’ll be another PD job. If I stay in radio per se, I’d like to think all the various experiences I’ve had, could move up into a more senior-level job where I can impact multiple brands for a company. But if that doesn’t work out there are so many places now that create content. Everybody’s a media company now.
The thing about you and me and a lot of us in radio, we think the only thing we know is radio. Well, we know how to do content. If you can get on a mic and entertain people for four hours, you know what you’re doing. You can do the same thing as a programmer, so I do think we as a radio industry, I think we have the ability to get outside of radio if we want to now with audio being as hot as it is. I do believe that there could be other things that we can do if the time closes. As of now, man, I’m just settling in, enjoying myself, trying to figure out how to afford food here in San Francisco and be okay. [Laughs]
Brian Noe is a columnist for BSM and an on-air host heard nationwide on FOX Sports Radio’s Countdown To Kickoff. Previous roles include stops in Portland, OR, Albany, NY and Fresno, CA. You can follow him on Twitter @TheNoeShow or email him at email@example.com.
Ian Rapoport Is Competing Against Everyone
“When I’m working, when I’m not working – my brain is still going on overdrive.”
The 2023 NFL Draft was a weekend filled with speculation, intrigue and musing among football fans and experts alike. After two quarterbacks were selected with the first two picks – C.J. Stroud by the Jacksonville Jaguars; and Bryce Young by the Houston Texans – Ian Rapoport had the inclination that something was about to break at the event in Kansas City.
The third pick of the night was held by the Arizona Cardinals, but through previous intel, Rapoport knew there was a chance the team would trade it. His phone then lit up with a text message from a source that simply read, “Texans trading.” Receiving a message of this magnitude takes years of networking, credibility and immense trust from the people you cover. Rapoport has worked hard to attain all of them.
He replied by asking, “Did the Texans trade up to three?,” as the team was not set to pick again until No. 12 overall. Once he got confirmation of the scenario, he began to visibly shake in excitement and captured the attention of the NFL Network team.
“I sit there with a camera in front of me that’s not always on air – this is during the Draft – and the producer gets in my ear and he goes, ‘Can you go on air with whatever you have?,’ and I just say, ‘Yes.’” Rapoport recalled. “And then I hear Rich Eisen go, ‘Ian, you have news,’ and I was able to break that the Texans have traded up to three to go get Will Anderson.”
This is the craft through which Rapoport has cultivated a successful journalism career, ultimately distinguishing him as NFL Network’s goto insider. He hardly ever separates himself from the job, equipped with an unparalleled work ethic to ensure he can communicate messages accurately and in a timely manner. While some people may argue that he is in direct competition with others in his position, such as Adam Schefter of ESPN, Jay Glazer of FOX Sports and Mike Florio of ProFootballTalk and NBC Sports, the reality of the situation is that it is Rapoport vs. the world.
“It’s such a small world now and everyone is interconnected – and with Twitter, literally anyone could break a story and have it go viral,” Rapoport said. “Obviously, you want everything first, but really you’re competing against everyone that exists because anyone could get the story at any moment.”
Work-life balance in such a role is usually quite insurmountable in today’s dynamic, interminable breaking news environment. Rapoport strives to find some level of normalcy in his life by playing golf and attending his sons’ sporting events. In the end though, he knows the world of football never sleeps, and it is up to him to remain in the know at all hours of the day, essentially always on standby to break the next big story.
“I do not turn my phone off because that’s actually way more stressful,” Rapoport said. “At least now when my phone’s on and near me, if something crazy happens, I can react rather than having a fake relaxation moment and then being caught off guard with something.”
Rapoport recognized that journalism was the field for him almost immediately after stepping onto the Columbia University campus. He worked his way up at The Dial to ultimately become its associate sports editor. In the summer preceding his senior year, he landed a coveted internship with ESPN where he gained invaluable experience in the world of television production.
By the time he graduated, Rapoport envisioned himself becoming a nationally acclaimed sportswriter, but he knew it was going to require he start small. Three hundred eleven job applications and two interviews later, he landed a part-time role with The Journal News in Westchester, N.Y. covering high school sports. It gave him a start in the highly-competitive business – and kept him close to home while trying many new things.
Two years later, he found himself moving from the bright lights of New York City to the quaint town of Starkville, Mississippi for a notable opportunity. He had landed a job covering the Mississippi State Bulldogs for The Clarion-Ledger in the nearby capital city of Jackson and was under the direction of sports editor Rusty Hampton.
“I knew how to write, but I really didn’t know how to report,” Rapoport said. “He was probably the best [at] showing me, ‘This is all about reporting. It’s all about telling people something they don’t know rather than how well you can pen a sentence.’ To be really valuable to society or your newspaper, you really need to inform rather than entertain. I think he was probably the first and best person to teach me that.”
After spending two years in Mississippi, Rapoport became a beat reporter for The Birmingham News tasked with following the Alabama Crimson Tide. Just months into his new role, the program made a coaching change and hired Nick Saban, who has since led the program to six national titles.
Rapoport learned the thoroughness necessary to cover the Southeastern Conference as he rapidly watched the program become a perennial contender. In turn, he became an eminent college football reporter and his work began to be consumed nationally.
Simultaneously, Bill Belichick, another accomplished football head coach in his own right, was in the process of trying to lead the New England Patriots back to championship glory. Known to be stoic and restrained in his press conferences, reporters asking him questions knew extrapolating answers was not the easiest of tasks.
When Rapoport saw a job opening to cover the team with the Boston Herald that required NFL experience, he knew that he was not qualified verbatim per se. Yet he figured the experience he had in covering Saban and Alabama would serve him well in the role, and articulated such in a protracted email to the newspaper’s editors. His strategy worked, proving why Rapoport is considered one of the industry’s best communicators at the micro and macro levels.
“You don’t see a lot of sources within the Patriots or sources within Alabama – there’s not a lot of that,” Rapoport said. “So I learned to report despite that and kind of work the edges and get the information I needed, despite head coaches who weren’t always the most forthcoming with information.”
NFL Network oftentimes has local beat reporters on the air to interact with studio talent and give their perspectives about teams, and it was something Rapoport did while at the Boston Herald. He had no television experience outside of other appearances he made on Comcast New England and certainly no intention to pursue the medium as a career.
In Super Bowl XLVI, the New York Giants overcame the New England Patriots, who were undefeated for the year entering the game. Rapoport was on hand for the proceedings, and shortly afterwards was called into a meeting with NFL Network executives.
He didn’t know he was interviewing for a job until he asked just why he had been summoned. He expressed his lack of television experience to the executives, who said the network would teach him everything he needed to know.
Once the meeting concluded, Rapoport called his wife, who he had met while living in Starkville, Mississippi, and told her what had just happened. She tempered his expectations, warning him not to get his hopes up as he remained optimistic. One month later, Rapoport received a job offer and found himself moving once again – this time to the Lone Star State.
“I hired an agent and moved to Dallas and basically spent the next year reporting on the Cowboys and some other things being very, very bad at TV, but learning and eventually figuring it out,” Rapoport said. “At the time, this guy, Eric Weinberger, who was our boss, kind of mentioned to me the possibility of transitioning [me] from reporter to insider.”
Rapoport acknowledged that he did not have the contacts necessary to effectively work as a league insider for a national outlet, but through his years of experience, he knew how to network and he was ready and willing to take the challenge.
Once he began the new position, Rapoport, along with reporter Michael Silver, was on the road for Thursday Night Football and contributed to its pregame and halftime coverage. While his television skills improved, Rapoport was hard at work bolstering his contacts and took somewhat of a geographical approach.
Every time he arrived in a new city, he would contact anyone and everyone he could conjure up, including general managers, scouts and head coaches. If he could not schedule a meeting time with them, he would introduce himself by roaming the sidelines at practices and before games. He engaged in a similar practice before the NFL Draft Combine, training camps and the Super Bowl along with other premier events, always staying focused on the task at hand.
“It probably took me five or six years to get a baseline of sources where if something happened, I had someone to call,” Rapoport said. “And then it took me a couple more years to get to the point where I would know before a lot of people when something was about to happen. It’s all a multi-step process, and just [the] layering and layering and layering of sources is really the sort of engine that drives this thing.”
Ian Rapoport always attempts to triangulate his sources to verify information before he releases it publicly. There is no guarantee sources are always truthful or acting in a professional manner. Therefore, it is incumbent on a journalist to ensure the validity of content before publishing it themselves.
“If you’re only right some of the time, then none of it is really worth it,” Rapoport expressed, “because then you say something and they’re like, ‘Well, wow, that’s a big story if this is true.’ The whole point of doing this is when I pop up on TV or when people see my Twitter alerts or whatever, they have to know that it’s true – they have to know.”
One day, Rapoport was having a conversation with a source and discovered through their conversation that Rob Gronkowski had informed the New England Patriots that he would return to the game of football under the stipulation he be traded to the Tampa Bay Buccaneers to reunite with quarterback Tom Brady. There had been much speculation pertaining to Gronkowski’s future after he had worked as an NFL analyst with FOX Sports, and now Rapoport realized he had a monumental scoop – that is, if it was true. Within six minutes, Rapoport verified the story with three sources, contacted his editor and reported to the world Gronkowski’s intentions. The story was picked up virtually everywhere.
“I just think about the job all the time, and I make little lists for myself of things that I need to track down, and I just make a lot of phone calls for it,” Rapoport said. “When I’m working, when I’m not working – my brain is still going on overdrive. It ends up just a brain full of football thoughts, and then I spend the rest of the time trying to figure out what I can learn from it.”
Working for a league-owned entity can sometimes epitomize an inherent conflict of interest. For Rapoport however, he has found working at NFL Network to be hassle-free. He knows, however, the nature of his job means he will not be universally liked.
“Whatever you do, you’re going to report and the people you report on are going to be happy or upset or neutral – or whatever it is,” Rapoport said. “I’m never going to criticize a referee, for instance, because that’s a nuanced thing and people might say, ‘NFL criticizes referees.’ I’m never going to do that, but I wouldn’t do that anyway.”
Rapoport continues to appear on a variety of external media outlets, perhaps most notably The Pat McAfee Show, which recently concluded its “Up to Something Season.” The grand conclusion of the proceedings was McAfee announcing he would be bringing his show to ESPN’s linear and digital platforms starting in the fall.
While McAfee is retaining creative control and has expressed on multiple occasions that his show will not be changing, many have wondered whether insiders employed by other networks will be able to continue making appearances. It is an answer Rapoport himself does not know, nor has he asked about.
“When the news broke, my phone blew up with all sorts of people saying all sorts of different things,” Rapoport said. “I have no idea. I really don’t.”
Even so, Rapoport is elated for McAfee and his team taking the next step in their show’s journey and is genuinely glad to see them succeed. He does not think McAfee’s goal was to reshape sports media, but rather to cultivate a distinctive sports talk program built for fans and today’s generation of consumers.
“You get to know someone and you think they’re a good person and you respect the way they work. Some people have success and some people have a little success and some people don’t. It’s really rare to see someone who has every bit of success that’s essentially possible and deserves every bit of it, and that’s kind of how I thought about Pat. It’s really cool, honestly. He’s built it himself.”
It was on McAfee’s show where another prominent football insider – Mike Florio of ProFootballTalk and NBC Sports – said it would be a matter of “when,” not “if” the NFL would have games seven days per week. While devoted football fans like Rapoport are open to such a proposition, he is not sure the league would ever go that far.
“I don’t even know that it would affect my schedule that much,” he said. “It sort of doesn’t matter. I’ll report all year round anyway.”
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.
Face-to-Face Sales Meetings Have Never Been More Valuable
“With the increase in virtual meetings, new buyer preferences, limited time, and better tech, we have our work cut out to get the F2F.”
When did you last attend a face-to-face (F2F) in-person sales call? Let’s imagine for a second.
In New York, Sarah, a determined sports radio salesperson, got tired of chasing a major client for months. Despite her calls, emails, and text, she couldn’t break through to get a meeting.
Throwing caution to the wind, Sarah decided to go for it. She loaded her deck and took her burning desire via airplane to Florida to make the pitch. She showed up unannounced at the client’s office and startled the decision-maker. She was given the meeting and won over the client, getting a substantial annual contract and a movie deal in Hollywood.
We have all seen that storyline. F2F meetings used to be the obvious choice over a phone call, and most buyers were open to that idea. We even conducted market trips to meet our buyers in person and create better relationships.
With the increase in virtual meetings, new buyer preferences, limited time, and better tech, we have our work cut out to get the F2F. Lots of us work and listen from home.
Gartner Research points out that live, in person selling is superior to virtual selling in financial services or, as I think, in radio sales. Now, prospecting new clients F2F is much more difficult. You have never met them, you don’t know who you are looking for, and gatekeepers and remote decision-makers make walk-ins more challenging.
How about getting out and seeing your current or former clients F2F? 65% of outside account executives attain quota, 10% more often than inside reps. Here are some simple strategies to get outside and F2F:
STAY IN TOUCH
Turn the sales faucet on ‘drip’ and contact your current clients with whatever works: phone calls, emails, or texts. Tell them you are checking in to see if anything has changed, give them a local business lead, or share your latest insight on their favorite team. When doing so, tell them you want to meet F2F and go deep into the next quarter’s ad plan or a new idea to get them back on the air. They may start looking forward to your communication.
Schedule an annual review ahead of their busiest time of year to review the upcoming messaging in ads. Go over what worked or didn’t last year. Share a success story of a similar advertiser in another market or show them a new opportunity that fits.
Be upfront that with F2F, we can get more specific, work with better feedback, and partner on hitting their goals. Be the person who looks ahead and helps keep your client focused.
Organize workshops for your current clients. Teach that about streaming, OTT, or Google ads. Get your digital person involved. Let them know you are bringing in other local businesspeople they may want to know or network with and meet F2F! A Mortgage broker may want to meet a realtor who wants to meet a wealthy local businessperson interested in meeting the local head coach. Stand out as a leader in the industry and watch clients brag about working with you.
HIT A TRADE SHOW
Attend trade shows where your current clients will be. This will show you are serious about their business and want to stay current so you can learn and earn. Set up a meeting over coffee or a drink. Share what you learned.
Client Appreciation Events held at your town’s most meaningful events or places. Do whatever it takes to get hospitality tents at big games and concert suites to show appreciation and bond with your current clients. Host a luncheon at the hottest new local restaurant. Focus on providing an atmosphere or experience everyone wants, but not many can attend. Be the exclusive person in town.
GET PERSONAL REFERRALS
Leverage your existing client relationships to seek referrals. Do it in person. Tell them you want to see them and ask for help and advice. Ask for introductions to potential new clients they know, and you will be surprised how much they like working with you.
Bring your Digital manager to them and do a free review of their SEO, PPC, whatever. Working off your client’s pc and bringing them an expert at no charge or obligation is much easier. Watch your partnership grow by providing so much expertise at no extra expense.
Don’t forget the value of F2F meetings. It’s a great way to build trust, connect, and unlock new opportunities. We are in a people business doing business with tons of local directs who still make most of their money serving retail customers F2F. Let’s get out and sell!
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 firstname.lastname@example.org or find him on Twitter @jeffcaves.
All Jason Timpf Needed Was A Moment of Clarity
“I didn’t know it until after I was hired, but they said they played my video for Colin and he knew right away that I could do this.”
There was once a time when Jason Timpf always included Colin Cowherd in his commute to work. As he made his morning drive to a sales job at Verizon, The Herd was appointment listening each morning for Timpf. The ex-college basketball player would marvel at Cowherd’s ability to make relatable references and break down all of the same basketball games he would watch the night before.
One of the unique things Timpf can remember from listening to The Herd during that time was Cowherd saying if FOX ever put someone in front of him, he could tell in five seconds if that individual had the skills to be a host. It was far from a hot take on the Lakers, but still a distinct moment that stuck with Timpf for many years. Little did he know at the time but Cowherd would soon give a five-second evaluation of Timpf’s career.
Jason Timpf was a late-bloomer in basketball. He played college hoops at an NAIA school in Utah, but not until his third year, after being a regular student the first two. After graduating, he pursued a basketball career overseas in India. However, after the league folded, he left the game for a normal job in the States.
There was a real desire for Timpf to get into the sports media business, but he was having difficulties finding the right fit. He wanted advice on the best way to start, but the tips he received just didn’t feel like the right initial path.
“I’d hear, hey, go bang on a radio station’s door and ask if you can work the soundboard,” said Timpf. “Or, try to go to a journalism school. Another big one that everyone was doing was the SB Nation blogs and FanSided blogs. I briefly tried to do that a little bit. But none of it was materializing the way that I had hoped.”
But then the lightbulb went off for Timpf and it happened during the middle of a podcast interview. In October of 2020, Jason Maples of Blue Wire reached out to Timpf to talk hoops on his podcast. It was in the middle of that interview when it all made sense. It felt exactly like the camaraderie he enjoyed with his old teammates and friends talking basketball. It was relaxed, fun and what he used to do for enjoyment. The perfect fit had just found Timpf organically.
“It was, ‘this is it,’” said Timpf. “‘This is how I want to do it.’ It was like a moment of clarity. Like, this is the way I want to talk about the game. Fortunately, I was working in real estate at the time, so I was super flexible, so I literally was just trying to fake it until I made it.”
While Timpf was grinding away on his new platform choice, he was constantly putting out his content on social media. For a handful of years, he had used Twitter as an outlet for basketball talk – not because he was trying to build his brand, but because it was his preferred method of sharing his takes during and after basketball games.
“My wife actually played basketball in college but she, like a lot of people, got out of it and was like, ‘actually I’m so sick of basketball, since it’s all I did growing up, that I’d rather not talk about it,’” laughed Timpf.
As Timpf had built up years of basketball takes on Twitter, he also built up followers. Not a crazy amount, but enough to have regular interactions with several basketball fans. He had no idea at the time, though he remembers occasionally interacting with him, but one of his followers in the beginning was Logan Swaim, who just happens to be Head of Content at The Volume.
Being such a huge fan of Cowherd, Timpf was absolutely familiar with The Volume, a company started by the FOX Sports Radio host. In fact, during his first plunge into podcasts, he quickly took note of how much success The Volume was having with instant reaction and video content. He wanted to emulate what they were doing and would host a Twitter Space after each Lakers game.
Swaim kept up with Timpf’s journey and continued to be impressed with what he saw. He was so impressed, in fact, that a video eventually made it in front of Cowherd’s eyes. It was the moment Timpf had always heard about while driving to his job at Verizon. Cowherd was about to make a declaration on Timpf’s abilities.
“I didn’t know it until after I was hired, but they said they played my video for Colin and he knew right away that I could do this,” Timpf said. “That was a huge boost of confidence for me, because it meant somebody I deeply respected believed I could work in this business.”
Timpf made his dream come true. He was offered a job by The Volume hosting Hoops Tonight. As much of a dream as it was when he was initially hired, the experience since has been nothing but ideal for Timpf. He gets to cover his favorite sport the way he wants to cover it.
“When I first started and Logan and I were structuring out the show, he kinda viewed it as my show would be the slower, more methodical pace, where I work through my thought process of a game. And also that I’d be a guest on other Volume shows for more conversational podcasts. I really wanted to break down pick and roll coverage. It’s just going to take me a while, so trying to do that in a debate show format or conversational format can get hard. It’s a place where I can let more of my crazy depth out. And I can also have a side format where it’s more conversational.”
Timpf has learned prep for podcasts is one of the biggest elements to being successful. As Hoops Tonight continues to draw impressive numbers over audio and YouTube, he’s figured out the best method to prepare for a long-form podcast where he’s hosting solo.
“I digest the game from the simple concept of how the game was won,” said Timpf. “Where was it won? There’s 100-something possessions in this game, there’s seven different storylines and several runs and sequences and sways in momentum, but what’s the one? Usually I’ll target that first in the opening segment of the show.
“While I’m watching the game I’ll take ancillary notes. About five minutes before I record, I sift through everything I’ve written down and limit it down to the things I think are most important. But generally the flow of the show is how the game was won.”
The whole experience has been gratifying and a full-circle moment in many ways for Timpf. Not only has it been vindicating to do things his way and see it become a success, but he’s gotten to do it with someone who he considers an idol.
Sure, Timpf always envisioned growing up he would be talking to Cowherd as a pro athlete, but talking to him as a colleague is certainly the next best thing. So when he got the call to talk with Cowherd during last year’s West Conference Finals, he didn’t hesitate.
“I was so incredibly nervous, as you could imagine,” laughed Timpf. “But I immediately remember him making me feel comfortable and confident. It immediately calmed me down.
“This is probably my favorite part of the entire experience, I think a lot of people think that these networks try to shove people in certain directions and The Volume has given me such freedom to cover the game exactly the way I want to and nobody is telling me to say crazy stuff. Nobody is pushing me in certain directions, it’s like total creative freedom. The way that Logan and Colin have been letting me do me, so to speak, has been so cool. To see my version of what I want it to look like makes me feel vindicated for talking about it the way I want to.”
Tyler McComas is a columnist for BSM and a sports radio talk show host in Norman, OK where he hosts afternoon drive for SportsTalk 1400. You can find him on Twitter @Tyler_McComas or you can email him at TylerMcComas08@yahoo.com.