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Meet The Market Managers: Vinny DiMarco, Good Karma Brands New York

“I think radio is still the great medium that it’s always been. You know, there’s a lot more challenges now as there are a lot more competitors, not just from the radio side of things, but we’re dealing with really any medium.”

Demetri Ravanos

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If you read these columns regularly, it is hard not to notice how happy and bought in everyone that works for Good Karma Brands seems. Vinny DiMarco certainly noticed. That is why when he had the chance to lead the company’s recent acquisition in New York, he jumped at it.

ESPN New York has one of the toughest jobs in the country. The station has to serve the hard-core New York sports fan and also giving clearance to ESPN Radio’s top shows in the biggest media market in the country. Threading that needle perfectly and turning into revenue isn’t a task you can just step into.

That is why Vinny DiMarco is uniquely qualified for the position. Before overseeing national sales for ESPN Radio, he was the GSM at ESPN New York. Back then it was owned and operated by Disney. He says that has given the building a real advantage in the culture department.

In the final Meet the Market Managers column of the season, Vinny and I talk about media coverage, recruiting people at the low end of the business in a time when rents and inflation are at record levels and so much more.

Enjoy this conversation courtesy of Point-to-Point Marketing.


Demetri Ravanos: After years of selling the ESPN Radio product nationally, what appealed to you about making the move back to local radio and leading a major market station? 

Vinny DiMarco: You know, it kind of put me back to my roots, Demetri. I started out my career, after a short stint at the national rep firm, I moved into local radio years ago at 1010 WINS and spent a number of years working for CBS, a little bit of time working for Cox Radio before I came to ESPN. So local radio was really in my roots. It felt pretty natural to make the transition back. 

DR: Good Karma has a great relationship with ESPN Radio and has for years. So what did you know about the company and about what their goals were for the New York station when you first started discussing this job with Craig Karmazin and his team? 

VD: I’ve had a long history with Good Karma in my previous role on the network side. I was developing business for our affiliate stations across multiple markets, including the Good Karma stations.               

One of the hats that I was wearing for about the last six or seven years at ESPN and Disney is that I was the liaison for Good Karma Brands inside of ESPN and Disney for the digital side of their business.               

I had exposure to these guys for a number of years and got to know them pretty well prior to accepting this role and moving into this role. So I had a lot of experience with them and knew what kind of company it was and knew what the people were all about and the culture. So it was really a pretty easy decision for me to move over when they acquired New York. 

DR: Are there moments where you are still leaning on some of the guys that have been in the culture for a while to understand the way things are done or had you had so much exposure that it was literally like walking from one door into the next one for you? 

VD: Oh, well, I had experience with the culture and the people from the outside. Certainly now I’m completely entrenched in it. So I certainly lean on some of the veterans inside the company, from Craig Karmazin to Steve Politziner to Steve Wexler and Sam Pines and Keith Williams and some of the senior leadership, including my boss now Debbie Brown. That really helped transition this New York team who have all been ESPN and Disney employees for the last number of years into the GKB culture. 

DR: So you mentioned the fact that all of these folks used to be direct employees of ESPN. You were that yourself when you were the general sales manager of the same station until 2011. I wonder as you come back into the building, what are some things that you’ve realized are very different, both about going from sales manager to market manager and also just about how much local radio has changed in the last decade-plus. 

VD: Yeah, well, great to come back to so many of the same people that I hired or worked alongside when I was here that long ago. They are still here. So it’s kind of returning to some of my friends and colleagues in the building and, you know, certainly making a coming back.    

I was a general sales manager and coming back as the market manager, you know, you have to take a little bit more holistic approach. Actually, forget that. You have to have a much more holistic approach to the business overall.                  

Sales managers, for the most part, care about one thing which is driving sales. All decisions are made based on getting to a number. As a market manager, you have to be more cognizant of what’s happening on the content side of the business as well as on the marketing side and in the community. It’s been a great transition for me quite honestly.                        

As for what’s changed in the business, I think radio is still the great medium that it’s always been. You know, there’s a lot more challenges now as there are a lot more competitors, not just from the radio side of things, but we’re dealing with really any medium. Everyone’s fighting for the same piece of the pie, and you know what’s interesting also, Demetri, is when I was here as the GSM, the New York market was a $750 million a year market. It’s probably less than half of that now. So it really has become more competitive. Dollars are shifting around. That’s why it’s so critical that GKB has been able to expand and really become a leader in the digital marketing space and really be able to take advantage of the shift in investment from our partners. 

DR: So speaking of that, I was thinking a lot before we jumped on today about that sort of, I guess, razor’s edge feeling that there is when it comes to gambling money in New York right now. On the outside we hear a lot about sportsbooks rethinking how they advertise, how much they are going to advertise, given the tax commitments there. What are you actually seeing on the ground? 

VD: At this point, we still continue to drive some great results for our sportsbook partners. We know that their strategy moving forward is probably going to have to change and shift. What we have to stay focused on is driving results for them, and we feel confident that will continue to be a part of their media investment.               

We’ll see where that industry kind of goes as we move towards the future. I think it’s going to change. You know, that customer acquisition period is no longer in the honeymoon stage. Their business starts to change and morph and we just have to be creative and work alongside them as partners to make sure that we’re helping them with their new strategy and continue to drive results for them. 

DR: So New York is one of the great ratings battles in all of sports media. Certainly, it’s one of the markets where sports radio gets the most attention. Whether it is Andrew Marchand, Neil Best, or whoever, you’ve got a lot of guys writing about what Michael Kay is doing versus Carton & Roberts each book. I wonder, just as an observer, how much do you think the listeners actually care about that? Is the amount of coverage justified? 

VD: I think that the average listener knows what they like and they know where to find great content and when to seek out that content. I think that the media likes to make more out of that ratings battle because it helps them sell papers, quite frankly. From time to time, there’s some misinformation as it relates to audience numbers that gets reported.                     

What I go back to, Demetri, is that we continue with our shows, to drive results for our advertising partners and serve our sports fans.               

Competition is good and healthy. Most big markets have, you know, two sports stations. I do think that the media likes to make more than it is because, again, it helps them sell papers. 

DR: So, Dave and Rick in the mornings and obviously Michael and his crew in the afternoons are  the local identity of the station. Then there is a lot of network commitment on 98.7. I can go to any of those same people I talked about and hear all about the disadvantages of that. But what have been the advantages inside the building? What have been the advantages of not only the national identity on air, but also the close association in that way with ESPN? 

VD: Look, we are ESPN. We’re the local arm in New York of ESPN. Those four letters come along with some tremendous credibility and resources and access. We’re able to get a perspective. I think most fans, while they certainly want to hear about their local teams, they also want to hear what’s happening right now. You know, people want to hear about what happens in the NBA Draft. It’s a big story, right? We also have a Stanley Cup Final going on.    

People want to hear about national sports stories and the coverage from ESPN is second to none and that translates across the radio side.                     

So again, we are the ESPN local arm and it’s been tremendous. There are some really talented hosts on the network side. Again, going back to what you asked before about fans, when a fan is listening to our station, they don’t know where that talent sits or where it originates from. They just know if it’s good content, they’ll find it. 

DR: Right now, as you look at where not only radio, but the media itself stands and all the diversification and all the different options out there, what is your sales pitch when you are recruiting non-air talent, whether it’s sellers, promotions, whatever? What is the sales pitch for coming to join Good Karma Brands and ESPN New York right now? 

VD: Look, it starts with the culture. Good Karma has an incredible track record of attracting great people and retaining them. That’s because of the culture and the people that are the foundation of the company.           

It’s a people-first company. They really do care about all their teammates and care that people have an opportunity to exceed expectations and grow their careers. It’s something that you can talk about and you can write about, but until you’re actually in the company and you’re actually feeling that and seeing it first-hand, it’s kind of hard to process because it’s a little bit different.                

We actually have the best of both worlds here with ESPN and Disney influence on our culture for the last couple of decades. Now we’re merging it with an incredible Good Karma culture. For people that we recruit, those are the things that we talk about that we want them to see, that we care about our people. We care about seeing them succeed and grow. And we prove that when we bring people on board because good karma has very little turnover. It is such a wonderful place to work. 

DR: Have you had to think about or change your approach to bringing in people at the lower end of the industry? I mean, the cost of living has always been very high in New York, but now we’re dealing with some record inflation. Does it concern you at all, as someone that’s over an entire building, that those people that will one day be your leaders are driven away before they even start just because of the nature of where we are right now? 

VD: Look, I don’t think that’s a problem that’s specific to sports media or any business in particular right now. I think it’s it’s just a fact of life right now.               

What we try to do is be competitive, especially with entry-level positions, and offer people the opportunity, as I just said, to grow their careers. I think if you show people who are coming in that there’s an opportunity for them to advance and grow their incomes and get to the next level, then I’m not concerned about it. This is really on top of it being a business where you can do pretty well in your career. It’s also a fun business to be in.                  

There’s a lot of other businesses that you can be in where you may have the same challenges with cost of living and things like that, but you’re not having as much fun, right? So it’s not always about the money, but certainly, money is a factor and you need money to live. But, you know, people want to feel good about what they’re doing. They want to like the people that they work with and again, have the opportunity to grow. That’s what we’ve been able to show people here. I’m really not concerned about the inflation and cost of living. It Is just a factor no matter what business you work in. 

DR: Compare the two sides of the business a little bit for me. For programing talent, New York City is like a beacon, right? Everybody wants to be able to prove that they belong in the biggest market. What about for sellers? Do you get interest from sellers that want to climb the ladder in market size the way hosts do. 

VD: We have seen that. In fact, we’ve seen interest from people across Good Karma who have expressed interest in coming to work here now that Good Karma is operational in New York City.               

It really depends on people’s situations. Younger people tend to be more able to relocate. Their roots aren’t so deep yet in the markets they’re in.               

But, you know, you can be really successful in this business without being in New York City or any major market. It’s really about the person.                

But we welcome that interest. If people are successful in one market, they can be successful in any market. You know, a good salesperson is going to be good no matter where you put them. 

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Jason Barrett Podcast – Dave LaGreca

Jason Barrett

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Evan Roberts, Self-Professed Sports Maniac, Thrives at WFAN

From an early age, Roberts knew that radio was the medium through which he wanted to express his fandom, especially WFAN.

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Evan Roberts made his first appearance on WFAN at just 10 years old, filling in for NBA play-by-play announcer Mike Breen delivering sports updates on Imus in the Morning. The opportunity came after he sent a letter on a whim to the station asking for a job since he enjoyed listening to the station with his father. Desiring to become a radio host was the result of dynamic career aspirations that transitioned from wanting to work as an architect to trying to become the play-by-play announcer for his favorite baseball team, the New York Mets.

“Listening to Mike and Chris, and Benigno in the overnights and Somers – I was like ‘That’s what I want to do’,” Roberts recalled. “….It couldn’t be any more specific when I’m listening to the Fan saying ‘I want to be on the Fan.’ About a decade and a half later, I was able to get it done and I’ve been there ever since.”

From an early age, Roberts knew that radio was the medium through which he wanted to express his fandom, especially WFAN. As a native New Yorker, Roberts connected with the teams in the area and sought the chance to talk about them for a living on a sports radio station with a storied history in the area.

Since 1989, WFAN has been one of the pillars of New York sports coverage and a place that helped pioneer the sports talk radio format. Getting there, though, required that Roberts had deft knowledge of sports, an ability to connect with fans, and experience that ensured he was ready for an opportunity in the number one media market in the world.

While attending school, Roberts was hosting a radio show called Kidsports on WGBB, a radio station based in Freeport, N.Y. serving Nassau County on Long Island. He then moved to Radio AAHS to host What’s Up With Evan Roberts and Nets Slammin’ Planet, the latter with famed high school basketball player Albert King and NBA insider Brandon “Scoop B” Robinson. Aside from being able to refine his hosting skills, Roberts made valuable connections in these roles including one that would help him land his first job out of high school: Danny Turner.

Before he was named the senior vice president of programming operations at XM Satellite Radio in Washington, D.C., Turner served as the engineer for Roberts’ shows on Radio AAHS. He helped to coordinate the technology associated with broadcasting since the shows were done remotely rather than from out of a studio.

“[He] ended up working at XM Radio and heard one of my tapes as it went on and said ‘I remember him. I like him,’ and then sent it to the right person and they ultimately hired me,” said Roberts. “It was my first real, real job working out of high school, and that was about meeting someone earlier on and remembering who that person was and sending as many tapes as I could.”

As a graduate of Lawrence High School, Roberts quickly made the move from Cedarhurst, N.Y. to Washington, D.C. to begin working at XM Satellite Radio, a place he would stay for the next two years. Then, he made the move down I-295 from D.C. to Baltimore, Md. where he worked at 105.7 The Fan WJFK-AM and had to adjust his sports consumption to align with the interests of those listeners. It taught him the importance of research and preparation, important aspects of working in sports media that he still utilizes to this day.

“When I was in Baltimore, I had to be Baltimore,” said Roberts. “I had to understand what makes the Orioles fan tick; what makes the Ravens fan tick. I didn’t grow up as an Orioles fan or a Ravens fan. The Ravens had won the Super Bowl years earlier. I know nothing about winning Super Bowls; I’m a Jets fan.”

At 21 years old, Roberts made the move back to “The Big Apple” when he was hired by WFAN as an overnight host, a role he stayed in for the next two-and-a-half years. Simultaneously, Roberts was working on Maxim Radio doing a night show on the Sirius Satellite Radio channel. Balancing those two roles, while it may have seemed daunting, gave Roberts the chance to broadcast in his home market and talk about the teams he grew up rooting for; the aforementioned Mets and Jets, along with the then-New Jersey Nets and New York Islanders.

Then in 2007, Roberts got his big break when he was named the midday co-host with Joe Benigno on the program Benigno & Roberts in the Midday. Benigno, who got his start on WFAN as a regular caller, had grown a rapport with listeners since joining the station in 1995, making the task for Roberts, a 23-year-old at the time, more difficult in terms of fitting in. Roberts is grateful that Benigno, a host he grew up listening to on WFAN, was accommodating and amicable towards him – plus it helped that they aligned in their rooting interests as Mets and Jets fans.

“He was very welcoming, and he didn’t have to be because I was a lot younger; he had no idea who the hell I was,” said Roberts. “….Right out of the gate, I think he saw my passion [and] my knowledge; he saw a little bit of himself in me, and we were able to bond right away.”

To make a name for himself in the new midday time slot, Roberts stuck to the principles that had been given to him from his early days of radio; that is, to be himself. From the start of his foray into sports media, Roberts and most people around him knew that he was, in his own words, “a sports maniac”, and he needed to maintain that genuine identity on the air. His relatability and passion for the teams as a fan made him an ideal fit for the station synonymous with New York City bearing those iconic call letters and an unbeatable afternoon duo.

“I think as time [went] on and Joe and I developed even more and more chemistry, the audience knew who we were,” said Roberts. “They certainly knew who he was, but they learned ‘Evan’s a die-hard Mets fan. He doesn’t miss a game.’”

While it was important for Roberts to emulate his fandom for the teams he roots for, he quickly developed a cognizance for trying to talk about other teams impartially while on the air. It is a challenge, to a degree, to maintain objectivity daily with intrinsic fandom for certain teams, but being able to understand how other fan bases feel after monumental victories or crushing defeats renders the art of appealing to the listening audience easier. It also upholds WFAN’s commitment to serve as an outlet for all New York sports fans rather than just certain cohorts of them.

“We’re trying to appeal to everybody,” said Roberts. “We want everybody listening. Not just Yankees fans; not just Mets fans; not just die-hard sports fans; not just casual fans. How do you keep every single person wanting to listen to the radio?”

When Roberts first joined the station in 2004, most New York sports teams were rebuilding aside from the Yankees. Today, the preponderance of professional teams in the New York Metropolitan area are contending or at least have the chance to appear in their league’s playoffs, something that is exciting for fans like Roberts but presents a challenge in doing effective sports radio that accurately depicts the emotions of listeners.

“I think what’s going to be a real challenge… is [when] the Mets are in the playoffs, the Yankees are in the playoffs, the Jets look competent, and the Giants look competent, and it’s a Monday,” Roberts expressed. “You’ve got four monstrous fan bases that care about their team. How the hell do you find a way to keep them all entertained?”

To express the true extent of his fandom for niche sectors of the audience, Roberts turns to another form of aural consumption: podcasts. There has been much discussion over the ability of traditional radio and podcasts to coexist in this digital age of media; however, Roberts believes that the two mediums provide a unique combination that was previously nonexistent.

In his opinion, podcasts are a method to delve deeper into topics or teams that do not garner as much time on the radio, specifically those that do not generate as large of a market share or which are not as representative of the interests of the majority of listeners.

“I do a Mets podcast specifically – I called it Rico Brogna because I loved Rico Brogna as a kid and I figured ‘Why the hell not?’”, Roberts said. “…I do an hour breaking down the Mets in a hard-core way that I’m not going to do on WFAN for an hour. I may do it for a couple of minutes. I think those two things work perfectly side-by-side.”

Still, most listeners, according to Roberts, will likely turn to terrestrial radio to get their sports fix, especially if they do not express allegiance to solely one team. 

“The majority of people are still going to turn on WFAN and say ‘Okay, entertain me. I don’t know what I want to hear. You just entertain me’,” said Roberts. “I think those two forms of entertainment can work side-by-side. That’s why we do it.”

When Mike Francesa signed off WFAN in December 2017, the station had to make changes in the afternoon drive-time slot which it did with the debut of Carlin, Maggie & Bart. The show was eventually disbanded though when Francesa ended his retirement just over four months later, returning to afternoons. His return to WFAN did not last long though, departing the station again in December 2019. Again, WFAN had to make a change in afternoons, this time moving Joe Benigno and Evan Roberts to do a 2 to 6:30 p.m. show renamed Joe & Evan.

For Roberts, the opportunity to host in the afternoon slot that he had grown up listening to Mike Francesa and Christopher “Mad Dog” Russo make famous with their program Mike and the Mad Dog was an opportunity he did not hesitate to accept. Yet the change in time also required a change in approach regarding topic selection; after all, since the show would be starting later in the day, it was more important to preview the forthcoming action than recap that of the previous day.

“Even though you’re doing the same thing because you’re the same person, you’ve got to realize the audience is thinking about things a little bit differently; they’re not always analyzing what happened last night,” said Roberts. “I always find that interesting [trying to] balance the two [and] it’s almost like a game.”

When Benigno retired from the station in November 2020, Craig Carton made his return to the New York City airwaves pairing with Roberts to form the new afternoon duo Carton & Roberts. Carton had previously been with the station hosting mornings with Boomer Esiason on Boomer and Carton from 2007 until his arrest in 2017. He served time in prison for fraud-related charges, and ultimately sought and received help for addiction related to gambling.

Since his return to WFAN, Carton has been vocal about his struggle to overcome addiction and the lessons learned from his time serving in prison, hosting a special weekend program titled Hello, My Name Is Craig to discuss these issues in-depth. On Carton and Roberts, the duo has experienced immense success, recently topping ESPN New York 98.7 FM’s The Michael Kay Show in the spring ratings book. From the onset of Carton and Roberts working together though, there was some trepidation as to whether their personalities would blend well together on sports talk radio.

“I remember the first time I was told ‘Hey, there’s a possibility of you and Craig together.’ I was like ‘What?,’” Roberts said. “My first reaction was ‘Really?’”

Now nearly two years in, Roberts enjoys working alongside Carton and learning more about his perspectives and thoughts on the radio industry. Following advice he was given from both Russo and Esiason on working with Carton, Roberts has let him take the lead and discover how the show can effectively inform and entertain its vast listening audience.

“Let’s take a step back; don’t have an ego,” Roberts recalls thinking when he started the new show. “Watch this magician figure out how this show is going to work and then lean into it. I think that’s what I did and it has worked, and I feel very comfortable, I know he feels very comfortable and we’ve got a successful thing going on now.”

Roberts views Carton as an informed talent in the radio industry, aware of the changing nature of the medium and the potential it has to serve its audience. Roberts indeed experienced success in his previous roles, most notably when working in middays with Benigno; however, he is always willing to try new things and form new approaches towards jaded industry practices and show formats.

“I know that I have a guy who I’m working with who knows the medium as well as anybody,” said Roberts. “If he has a vision on how this could work with his personality and my personality, I’m going to listen; I’m going to follow along.”

WFAN and SportsNet New York (SNY), the flagship network for the New York Mets and New York Jets, agreed last year to simulcast Carton and Roberts from 4 to 6 p.m. on weekdays. While the move, which has been made with various other WFAN programs over the years including Mike and the Mad Dog and Boomer and Gio puts the radio program on a visual medium, Roberts’ approach to the show did not change.

The thought always was that he would be doing a radio show with the curtain pulled back, giving longtime listeners the chance to see the two co-hosts during their discussions and on-air interactions.

“They’re listening to the radio, and it’s cool sometimes when you get to peek in and say, ‘Oh, look at Craig’s expressions. Look at Evan’s expressions. Look at the way they’re looking at each other. Boy, they hate each other right now,’” Roberts said. “I think it’s people looking in on a radio show, and that’s what I always try to remind myself. It’s on TV – that’s great – but we’re a radio show first, and I think a lot of people kind of like to eavesdrop on that.”

One of the challenges of doing a radio show whether or not it is simulcast is in taking calls, and various hosts and producers have differing opinions when it comes to their value on the air. Still, while the hosts, producers, and caller themselves may enjoy their interactions, it is fundamental awareness is placed on the audience that does not call in and their enjoyment of listening to a caller.

“I think when you’re talking [to] somebody, you’re not just thinking about the conversation you’re having with them,” said Roberts. “You’re thinking about the 98% of the audience that doesn’t call in and if this is entertaining or not; if this is informative or not; what are they getting out of this?…. I love callers – it’s a big part of WFAN – but as I interact with them… I think the thought that I always try to have is ‘How is everyone else listening feeling about this discussion?’”

While Carton and Roberts continues to do well in afternoon drive among the demographic of men 25-54 years old, the way the ratings are interpreted by each person and entity in radio differs. Something the Nielsen ratings do not take into account is the number of people listening to the show on-demand as a podcast or watching its simulcast on SNY. During his time with Benigno, Roberts scrutinized the numbers, looking at copious and exiguous details, similar to how he consumes professional sports.

The difference is that while it may be good to have a complete understanding of show performance, getting caught in the minutiae of ratings and trying to improve in weaker areas can sometimes be, according to Roberts, a means without an end.

“I think I realized as time went on that’s going to give you a headache and it’s not going to really help anything,” said Roberts. “I think I learned a little more that you still look at numbers but maybe with a broader view of things; not as specific. I look at [them] a lot, but sometimes it’s tough. I don’t think you want to alter a show too much based on what you think is a pattern but may not necessarily be a pattern.”

This fall, both Carton and Roberts will be starting new roles in media while continuing to host their afternoon show. Carton is going to begin hosting a new national morning show on Fox Sports 1 with a co-host yet to be determined, a move that will place him primarily on television in mornings against WFAN and CBS Sports Radio’s simulcast of Boomer & Gio. Roberts will continue to stay on WFAN, adding a new Saturday program with his former co-host Joe Benigno beginning on September 10.

“It’s like getting back on a bicycle,” Roberts said of working with Benigno. “It’s always comfortable…. It’s going to be [like] our old show – just once a week on a Saturday.”

WFAN was the sound of Evan Roberts’ childhood, and a large reason he became as invested in professional sports as he considers himself to be today. Throughout his time at the station, he has worked with various hosts and recently welcomed new program director Spike Eskin to the station. He says the contrast between Eskin and previous program director Mark Chernoff is stark – yet they are similar in where it matters most: being able to effectively lead WFAN.

“I think they both very much understand radio, and that’s the most important thing,” said Roberts. “You’re the program director of WFAN; I think you have an idea of what good radio is… [They are] both very, very intelligent radio guys that I trust, but everything else about them is probably polar opposite.”

For aspiring professionals looking to pursue a career in sports media, Roberts advises them to take advantage of the innovations in media and communications especially when it comes to podcasts. With widespread evolution and progression in technology coupled with altering consumption habits and means thereof, putting in the time allows novices to hone their skills and position themselves well in sports media. That and always being willing to learn and study to be the most prepared and informed host as possible – especially when talking to listeners, many of whom have seen teams in their ebbs and flows.

“My wife knows that I’m going to watch every pitch of the Yankees and Mets game,” said Roberts. “I may do it on DVR, and I may do it at 2 in the morning because we need to have a life; I don’t want to get divorced, and I want my kids to love me, but she also knows that I want to be as informed as anybody on the radio and that’s not going to stop.”

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Jake Paul, Betr Pair Micro-Betting With Media

There are plenty of hurdles, though, that still need to be overcome before this takes over the betting landscape.

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I’ll be completely honest: I can’t get into TikTok. I’m closing in on 40 years spent on this planet, and it’s simply not my thing. It’s not meant to be, though. The current generation is one with shorter attention spans, the kind that wants a quick highlight of a sporting event so they can shift their focus to something else. When I tell folks a decade younger than me stories about how I–and others of my age group–would sit around and watch an entire SportsCenter, they look at me like I’m crazy. Not sure how they’d look at me if I told them we used to often watch the rerun an hour later, but that’s another discussion.

It’s a big reason why micro-betting is considered the “next big thing” in sports betting. Similar to in-game betting, micro betting goes a step further and focuses on individual events within a sporting event, such as the outcome of a drive, whether a baseball player will get a hit in his upcoming at-bat, or even something such as a coin toss at the Super Bowl. A perfect example of micro-betting is the rise in popularity of betting on whether or not a run will be scored in the first inning of a baseball game. For a generation that wants a quick resolution to their bets, it makes total sense. You place a bet, you find out how it did, and then you move on–whether that’s to another bit of action or something else entirely.

Something else I can’t get into is the whole hoopla surrounding the Paul brothers. Logan and Jake Paul have built an empire for themselves on the back of YouTube, with Jake Paul having more than 70 million followers on social media. For various reasons, I’m not a fan of either individual. Again, though, they aren’t coming after my demographic. Like them or hate them, you have to respect their grind –and you have to admire their business acumen — as they parlay their notoriety and success into sports entertainment by way of boxing and the WWE, as well as a new sports drink company that has already partnered with Premier League side Arsenal. 

Monday’s announcement by Jake Paul of a new micro-betting site simply furthers the narrative and does so in a manner that can’t be ignored by those in the sports betting space. Betr, a joint venture between Paul, sports betting entrepreneur Joey Levy, and the sports betting company Simplebet, was announced yesterday morning. Backed by a $50 million investment from multiple venture capital firms, the new company is backed by ownership groups of franchises such as the Boston Celtics and San Francisco 49ers, and also has financial backing from current and former NFL players including Dez Bryant, Ezekiel Elliott, and Richard Sherman. Musician Travis Scott has also put his financial backing behind the product.

The other very interesting tidbit from the press release was the announcement of a media company that would feature, among other shows, “BS w/ Jake Paul”. Their new YouTube channel, which already has over two million subscribers despite not a single video being posted as of Monday afternoon, will feature sports-betting content from Paul and other content creators and will focus on micro betting. In an interview with Axios, Levy said that consumers can “expect 10+ videos a day from emerging content creators we’ve brought into the company,” but that things would begin with a focus on “premium content natives, starting with Jake’s show.”

Sports radio and television have long been focused on making their products more appealing to younger generations. Just take a look at ESPN, where they’ve long been doing “SportsCenter” episodes on Snapchat. This could be a game-changer, provided they can help drive micro-betting into a wider market. 

There is plenty of potential in the space, a big reason Paul was able to acquire such high amounts of funding. Just last year, JP Morgan estimated that more than $7 billion per year would be wagered on micro bets by the year 2025. And earlier this year, the CEO of Oddisum stated in an interview that micro-betting would account for the majority of wagers placed on sporting events within the next three years. Even DraftKings CEO Jason Robins has talked about plans on how his company expects to embrace the trend.

There are plenty of hurdles, though, that still need to be overcome before this takes over the betting landscape. The biggest one is the delivery of data. As we move more towards a society that streams sporting events and other digital content, the delay between real life and what shows up on your mobile phone can be the difference between placing a wager or not. For some services (I’m looking at you, Peacock) there’s often a delay of more than 90 seconds, which means the play I want to bet on is still two or three plays away from being seen with my own eyes. That makes it difficult to place a bet with any sort of confidence.

The other major obstacle will be getting their gambling service legalized. In their press release, Betr stated they will start as a “free-to-play” app in all 50 states, and eventually they will add real money gambling services as they become licensed to operate within individual states. That’s not going to be so simple, though, as gambling addiction concerns continue to rise and multiple state legislatures are already having discussions regarding the matter. 

As addictive as betting on sporting events can be, micro-betting is often exponentially more. A study last year from CQ University in Sydney, Australia indicated that micro bettors are more likely to be younger players and that they usually “have high trait impulsivity”. An author of the report also stated, “there’s a very strong link between micro betting and gambling problems”, and pointed out that the short amount of time between placing a bet and having it resolved leaves little time to evaluate performance or track one’s bankroll. 

Whether or not those things are overcome in every state possible is a discussion for another day. The fact is, micro-betting is more likely than not to become a huge growth market for sports betting companies over the next two to three years, and Paul and Levy have become the first big players to jump into the media space. It’s not a question of if, but when, others will follow them into the realm of micro betting sports content, but their announcement on Monday raises the stakes. It also reminds those of us in business, especially sports media, that while we may not fully understand the allure of what the younger generation enjoys, we ignore it at our peril. 

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