Connect with us
Jim Cutler Demos

BSM Writers

Is Being a Radio Program Director Appealing?

“Plenty still see the upside of being a program director. Others find it less appealing. The answer depends on who you ask and where they work. Some companies value the role, others don’t.”

Jason Barrett

Published

on

I’ve been thinking about the headline of this column lately. I’m sure many of you reading this will have differing opinions on it. As we examine the issue, remember that the answer changes from market to market, company to company, and individual to individual. I’m going to do my best to share my thoughts as someone who has not only done the job but led nearly twenty programming searches over the past eight years.

I’ll start with the positives about the job.

The program director is involved in all aspects of the business. There’s a chance to work across promotions, digital and sales, with play-by-play partners, and interact with different people, while monitoring the brand’s growth. You’re given access to a budget and trusted to make smart decisions on behalf of the company. That allows you to grow as a professional. Knowing your voice matters when key decisions are made also makes you feel that you’re valued by your bosses. Being able to earn time with corporate executives and share your vision is another plus.

Leading and helping people, being creative, giving someone a career start or important promotion, and connecting with listeners to learn how they view your brand are other benefits. You can see the progression or lack thereof from your staff based on how they respond to your direction. You’re able to make personnel moves, add key contributors to improve coverage, and introduce fun promotions and imaging to excite your fans and on-air staff.

If you enjoy being strategic and challenged, programming will keep you interested. You can implement things on the air and see what sticks. You’re given access to data, and trusted to use it to shape future decisions. That knowledge allows you to guide your team to the right type of content, promotions, events, etc.. By setting them up for success, you gain trust. Most people in radio want to win and they’ll listen if you can show them how to do it.

Another positive is the compensation. Program directors are usually paid more than other behind the scenes roles. Making money in radio usually requires working in management, sales or on-air. There are exceptions for producers, board ops, social media assistant’s, etc. but the financial upside is usually solid for a programmer. The larger the market, the better the chances of making a better living.

Now let’s look at the other side.

Getting big ideas implemented on the air has become harder. There are brands 3 weeks out from the Super Bowl that still don’t know their plans. That’s nuts. When I led stations, I had a calendar ready for the entire year. Every feature on every show was detailed for sales to know when it occurred and what came with it. Major promotions were known in advance and then discussed with the programming staff in monthly meetings. If a local story broke and required a change, we pivoted, and did so quickly.

The amount of time is takes to capitalize on opportunities and do something big has sucked the life out of some creative people. It’s also cost brands opportunities to generate interest and revenue. There’s also too much reliance on continuing past promotions or events because they were previously sold. Sports media’s top digital outlets react quickly to opportunities, which used to be radio’s super power. Why we’ve given that up and made it harder to execute I’ve yet to understand.

Next, programmers today are often overshadowed by general managers. That makes sense if a GM has strong programming acumen like Chris Oliviero, Mike Thomas or Ryan Hatch. Most though aren’t built that way. Go look at the press releases that stations send out announcing programming moves. The PD’s name is often missing. The PD may be part of the process but group decisions happen more frequently now. That isn’t necessarily a bad thing. Not every PD should have free reign and top managers should be part of decisions that affect multiple departments. However, some PD’s deserve more say based on track record and ability.

How much the GM respects and understands the PD role is another issue. In recent months, a top 10 market GM said ‘there isn’t much for a PD to do in our building’. That’s what someone says when they don’t know, value or understand the position. It’s a case of I’ll pick the lineup, the talent will host the shows and you do whatever. They essentially view the PD as a middle manager except that’s not what a strong program director provides. Making it worse, this is a city where the PD oversees multiple stations. But again, there’s not much to do there.

The final issue involves what’s asked and expected of PD’s in 2024. The abundance of tasks that have little to do with creativity and staff development continue to rise. People don’t take PD jobs expecting to get rich. They also don’t pursue them because they love building clocks, attending promotions meetings, filling out timesheets and affidavits or assisting engineering or HR. They do it because they want to be creative, work with shows, put their stamp on a brand, and compete. When the fun parts of the job get replaced by office work, talented people leave.

I know of one situation a few years ago where two candidates interviewed for a job and learned that they’d be tasked with managing 4 sports radio brands in two cities and serving as a co-host of a 4-hour afternoon show. The position paid under 50K. This was in a top 50 market. How do you expect anyone to effectively manage 4 radio stations let alone do it while spending 20-hours on-air each week? This won’t surprise you, both candidates turned down the job. The station had to promote a person from within who wasn’t ready for the role.

______________________________________________________________________________________________________

There are pros and cons to every job. Plenty still see the value of being a program director. Others find it less appealing. Those opinions are mostly shared though by people with prior experience. What about interest from younger professionals? Do they desire to lead sports radio stations? If so, why are they less active pursuing opportunities and landing them?

A lot of the answers to this question will depend on who you ask and where they work. Some companies still value the role, others don’t. Quarter to quarter thinking and stress over debt has unfortunately created more focus on executing than creating/building. That approach doesn’t excite, attract or retain talented people. It also makes others rising through the ranks question how far they can go with your company.

Once or twice per year I’m asked to consider a PD role. I appreciate the interest but the answer is always no. I loved the job and am proud of what I did but I’ve since built two strong brands and a successful business. I get the benefits of programming BSM and BNM while helping stations, companies, and people that I like working with. I wouldn’t trade that for anything.

Since I’m not chasing a job and still work with groups nationwide, I’m going to share three pearls of wisdom for aspiring and existing programmers. Use it as you wish.

First, learn to look at your brand through a business lens. Many focus on content, ratings, brand awareness, and serving listeners but don’t know the local business climate. Challenge your general manager to teach you. Spend time with your Sales Manager to learn what the financial wins and losses are. You can even explore spending time with clients or talking to executives in other fields. Knowledge is available everywhere if you look for it. When you see and understand the full picture, it makes you a stronger executive.

Secondly, every single PD should be making time to develop future brand leaders. You’re a coach. They hired you to make people better. If you possess those qualities, use them to assure the company has future options. That reflects well on you and shows your team that you’re invested in their growth. This business is going to be in tough shape in a decade if we don’t groom future leaders. It starts with inspiring others to pursue the same path you did, and then showing them how it’s done.

My last piece of advice, stop using ratings to justify your success. I know great PDs who were ranked 25th, and others who earned industry accolades despite not meeting with talent or shows for more than 3 years. Your numbers reflect what exists on a screen based on what Nielsen reports. But few have physical proof that shows how people behave when they listen, view or read your content. You’re offering blind faith to an imperfect system.

For years I’ve called it Programming For Ghosts. We’re in an era of multiplatform content and brand building. Not every PD knows how their audience consumes them. You should know your podcast, YouTube, streaming, website, social media, radio, and newsletter stories, not just your radio ratings report. You then use that information to showcase your brand’s impact and explain how it benefits clients and staff.

______________________________________________________________________________________________________

Thumbs Up:

Michael Kay, 98.7 ESPN New York: After learning Doc Rivers was exiting ESPN to become the new head coach of the Milwaukee Bucks, Michael took the network to task. It’d have been easy to avoid the topic and the internal noise but Kay was honest with the audience and his co-hosts. He questioned how CNN could scoop ESPN on the Rivers news, why Doc’s agreement didn’t have a clause in it preventing this issue, and acknowledged that the new booth wasn’t crisp and certainly wasn’t on par with what existed previously with Jeff Van Gundy and Mark Jackson. ESPN management and PR may not have loved it but Kay spoke from the heart and said what many were thinking.

DraftKings: Adding Marie Donoghue to the network’s executive team makes the company instantly stronger. The expected new marketing partnership with Barstool Sports is also smart. With former ESPN talents like the Golic’s on board, a partnership in place with Meadowlark Media, and a management team featuring former ESPN execs Stacie McCollum and Len Mead, DK is positioning itself for future success. The impact may not be felt today or tomorrow but long-term growth requires patience, strategy and skill. DK is making sure they’re built to win.

______________________________________________________________________________________________________

Thumbs Down:

Vince McMahon: WWE’s former owner and longtime mastermind has left his position as executive chairman with TKO Group Holdings following allegations of sex trafficking, rape, defecation and more against a woman named Janel Grant. If you read the lawsuit and what’s been shared online, you’re likely going to be repulsed by what McMahon is accused of. I’m not an attorney nor familiar with the entire case, but for Vince’s sake, he better have evidence that proves the allegations are false. His public image and life’s work are on the verge of extinction similar to what happened to Joe Paterno’s legacy at Penn State.

If you abuse power, make bad decisions, and hurt people, there are large consequences. If guilty, this is what Vince will be remembered for, which is a shame but very much deserved. Unfortunately, those involved with the WWE who had nothing to do with this mess now have to deal with a PR nightmare based on Vince’s alleged actions.

______________________________________________________________________________________________________

BSM Summit Update:

More than thirty executives, programmers, talent and researcher experts have been announced for the 2024 BSM Summit in New York City, and there’s more still to come. If you haven’t bought a ticket or reserved your hotel room, log on to BSMSummit.com. The deadline to book a room is Tuesday February 13th. It will not be extended past that. If you want to save money on your stay and be in the room for the show, handle it before time expires.

We ran a number of Summit ticket contests this week to give folks a chance to attend for free. The winners are: Natalie Marsh of Lotus Las Vegas, Mike Paterson of Mid-West Family Broadcasting, Ken Selvaggi of Union Broadcasting Louisville, Kraig Riley of 93.7 The Fan, Parker Hillis of Sports Radio 610, and Jim Irizarry of Mid-West Family South Bend. College students who have won tickets include Emma Bigg and Beau Dragone of Hofstra University, and Julian Tiburcio of Manhattan University. I have two free tickets left for advertising/media buying professionals. First come, first served. Just email me.

Last week we announced Angelo Cataldi and Steve Cohen as award winners. Still to come are the Mark Chernoff and Champions Award recipients. I hope to announce those next week. In the meantime, I’m thrilled to reveal Jomboy Media COO Courtney Hirsch will join us for the first time. Also participating are WFNZ Program Director Jeff Rickard and SKOR North Director of Content Phil Mackey. The full agenda will be released at the end of February.

______________________________________________________________________________________________________

BSM Top 20 Update:

The votes are in. My thanks to the 60 programmers and executives who submitted feedback for the BSM Top 20 of 2023. The results will be released next week. The six day series recognizes the Top 20 National Sports Radio Shows, and Local Sports Radio Stations, Program Directors, Morning Shows, Midday Shows, and Afternoon Shows in both major and mid sized markets. A huge thank you to Steve Stone Voiceovers for supporting the series and sports radio’s best.

______________________________________________________________________________________________________

Super Bowl Week in Las Vegas:

I’ll be in Las Vegas Monday-Wednesday February 5-7 along with BSM’s Derek Futterman. I’ll be on radio row promoting the Top 20 and visiting partners and familiar faces. Derek will be working on our Day Spent With series which includes spending time with Fox Sports Radio and VSiN. He’s also spending a day prior to the Vegas trip with Jim and Dawn Cutler for a peak into the day in the life of a voice artist. The Day Spent With series will run each Friday in February and March.

______________________________________________________________________________________________________

Black History Month on BNM:

Public radio week was difficult to execute but we got it done. My thanks to our team and all who made time for them. Now we turn our focus to February and producing special coverage for Black History month. Krystina Alarcon Carroll and Garrett Searight will be writing 8 features during the month showcasing some of the best black broadcasters on-air and behind the scenes. Look for content to run on Monday’s and Friday’s on BNM starting this Friday February 2nd.

______________________________________________________________________________________________________

If you have a question or comment you’d like addressed in a future column, please send it to [email protected]. Press releases, interview requests and news tips can also be passed along here. Thanks for reading!

Sign up for the BSM 8@8

The Top 8 Sports Media Stories of the Day, sent directly to your inbox, every morning at 8am ET.

Invalid email address
We promise not to spam you. You can unsubscribe at any time.
Continue Reading
Advertisement
Click to comment

Leave a Reply

Your email address will not be published. Required fields are marked *

BSM Writers

WWE’s Paul Heyman Joins the 2024 BSM Summit

“I am thrilled to share that on Wednesday March 13th in New York City, we will welcome a man who has experienced every part of the wrestling and entertainment business both on-air and behind the scenes.”

Jason Barrett

Published

on

The final few weeks leading up to the BSM Summit are my least favorite time of the entire process. Between last-minute preparations, unexpected changes, laying out a schedule that fits everyone’s schedule, giving speakers direction, and handling the creative for the banners, programs and what appears on the screen, it can be overwhelming. This event isn’t created and produced by a large organization. It’s done by BSM’s small team and a few volunteers. There is no production team. That’s me. There is no sales team. That’s Stephanie. The creative squad that brainstorms ahead of the show? That’s me peppering Dave Greene, Demetri Ravanos and Stephanie Eads with every single thing that pops into my head.

I share this because on Monday I’ll be releasing our full schedule for the 2024 BSM Summit. You’ll find it on BarrettSportsMedia.com/Summit. If you type in BSMSummit.com it will take you to that page. I’m also hoping to announce our final collection of speakers. You guys will like some of the folks coming to speak who we’ve yet to announce.

Booking this event month’s in advance could be easily done. I could execute a radio conference in my sleep. But I’m not interested in easy. I’m focused on delivering a two-day event that unites professionals across the entire media universe, many who you may never share space with again. I believe in this concept because it helps you learn, stay sharp, discover what others do to create success that you may not have thought about, and in the process, you build new connections.

Creating an event that dives into radio, podcasting, social media, newsletters, television, video execution, sales and promotions, the economic climate, and programming strategy, requires thinking outside the box and swinging for the fences. Think about it. Where else are you going to hear the CEO of a radio company one minute, two local sports talk show hosts the next, four digital executives after that, four social media superstars once they’re done, and cap it all off with discussions about business, entertainment, and the future? It may not be perfect or rolled out the way a few would prefer but it works for us. By the time we hit the stage on March 13-14, that’s when the six months of hard work pay off and the fun begins.

Speaking of fun, if you’ve been to a Summit before, you’ve heard me connect the world of sports media to professional wrestling. The battle for audience attention, understanding how to leverage social media, incorporate advertising, create interest in on-air talent, and design programming to capture ratings are something the two world’s have in common. We’ve been fortunate to have Shawn Michaels and Eric Bischoff speak at prior shows but never have we had a speaker involved who’d be part of the upcoming main event for WrestleMania.

I am thrilled to share that on Wednesday March 13th in New York City, we will welcome a man who has experienced every part of the wrestling and entertainment business both on-air and behind the scenes. It is an honor to have the great Paul Heyman joining us at this year’s Summit.

If you’re unfamiliar with Mr. Heyman, here’s the cliff notes version of what you need to know. Currently, Paul serves as the special counsel for WWE Universal Heavyweight Champion Roman Reigns. Reigns has been world champion for 1269 days, and the storyline he’s involved in (The Bloodline) has been a massive hit on television and digital for the WWE. Roman will be competing in the main event at the WWE’s largest show of the year, WrestleMania with Heyman in his corner. The event has become so big that The Rock has returned to become part of the story.

As an on-air character, Heyman is gifted in his ability to command the audience’s attention. His promos are always well thought out, well executed, and interesting. Learning about his process as a talent and what goes into creating a compelling monologue is going to be a real treat for on-air folks in the room.

In addition, Paul is an accomplished writer, executive, promoter and booker. He’s served as the lead writer for both WWE RAW and Smackdown, leading both to the top of the ratings charts. He’s also been on the other side as the leader of an underdog promotion (ECW) tasked with building a brand and competing against the top dog, WWE. Paul is also well versed in advertising having co-founded the Looking4Larry Agency, which is known for its wildly imaginative campaigns for 2K Sports, NASCAR, Smart Cups, Monster Trucks, EA Sports and the Hard Rock Hotel and Casino Las Vegas.

Talent have praised his creative ideas and ability to design and structure compelling television. Audiences have emotionally connected to his on-air commentaries, and on Wednesday March 13th, BSM Summit attendees will learn what it takes to create, cut through, and command the room’s attention when I sit down with Paul Heyman for an in-depth conversation.

A reminder, tickets for the 2024 BSM Summit are on-sale through BSMSummit.com and the BSM Store. Prices will increase on March 4th so act now and save money before it’s too late. I hope to see you in NYC in three weeks.

Sign up for the BSM 8@8

The Top 8 Sports Media Stories of the Day, sent directly to your inbox, every morning at 8am ET.

Invalid email address
We promise not to spam you. You can unsubscribe at any time.
Continue Reading

BSM Writers

Sports Broadcasts Should Remain Political-Free Zones

There’s a time and place for opinions on other things, but during a game isn’t that time or place. Be smart and think before you speak.

Avatar photo

Published

on

A cartoon depicting political candidates talking sports
Credit: Maia Lathrop / Clarion

Political thoughts and ads are everywhere. It seems like everything these days is politicized. Sports hasn’t escaped either. Athletes take stands, some commentators have made their political positions well known too.

In this case, politics is more of a catch-all term. It doesn’t just mean Democrat or Republican, it can mean making a comment on any hot button issue in America or anywhere else. Controversies that create a public stir. We’ve had a few over the course of the last few weeks that drummed up lots of emotion and certainly could have been avoided.

The most recent example took place last weekend at the NBA All-Star Saturday on TNT. As I’m sure you know by now, Kenny Smith had some things to say about the Steph Curry/Sabrina Ionescu 3-point shootout. Such choice things as, “She should have shot it from the women’s line, that would have been a fair contest.” Ionescu more than held her own, with 26 points which would have qualified her for the men’s finals in the event. Smith’s partner Reggie Miller didn’t make things much better, when he chimed in, “According to you, you want her to be playing with dolls.” Smith’s response: “Playing with dolls is good, too.” The fallout was swift thanks to social media.

Smith went on to Stephen A. Smith’s ESPN show earlier in the week to defend his commentary. “I think it’s much ado about nothing, honestly,” Smith said, when asked about the controversy. “Most people who know basketball understood what I was talking about. Actually, I was advocating for her, more than anything else, because basketball is muscle memory. So, he practices from one range, she practices from another.” Smith further explained, “Most people just don’t check the tape, they want to just check the bait. My history and track record speaks for itself,” Smith said. “I was clueless why people thought I didn’t want equality.”

Can. Worms. Opened. I get it, social media can make things appear one way when they are intended in another. My question to Smith and Miller, why make the commentary at all in that moment? Ionescu is a terrific basketball player and shooter. Everybody knew the rules going into the exhibition, so why make a stink about it? Or, if the need outweighs the caution, how about putting some notes down on paper so that you aren’t taken out of context? There are ways to make the commentary smoother. It’s not like the event was a surprise.

Talk shows fall into a different light. That’s all about opinion and it is likely up to each individual to understand how far to push it. Hosts should know their markets and from there can figure out what may or may not work. Topics like these generally lead to more fan engagement, because everyone has an opinion. It’s up to the host or hosts to keep the topic ‘on the rails’ or it becomes a free for all.

When it comes to announcers, hosts and reporters in the industry, mistakes can happen. I get that. It’s live and sometimes thoughts can go awry. We’ve seen it countless times. My question is this, why even go there? What is the benefit? Some like to try and make a name for themselves, to be controversial just for the sake of “look at me” or “listen to me” and trying to make headlines. That’s kind of sad to me. There is more to lose than to gain in these cases.

We’ve seen cases of misspeaking and/or controversial ‘hot button’ statements made on air that have proven costly to livelihoods. One of the more recent moments took place in May 2023. Glen Kuiper and the A’s were in Kansas City and had visited the Negro Leagues Baseball Museum earlier in the day. He was discussing the visit on air when he dropped the n-word. His claim was that his pronunciation of “negro” was misheard. After an investigation, he was fired. Kuiper was one of the best local television announcers.

Before that Reds announcer Thom Brennaman was caught on a hot mic, making a homophobic remark. Brennaman was pulled from the broadcast mid-game and suspended. The Reds later told Brennaman that he would not be returning, which prompted his resignation. To his credit Brennaman owned it and is trying to improve himself as a person. He’s been forgiven by the LGBTQ+ community in Cincinnati, after he attended several meetings with leaders. They weren’t easy as he told me a couple of years ago, but he made the extreme effort.

If there’s one entity in sports broadcasting that needs to stay out of the fray, and be ‘politic proof’ it’s the sports broadcast and telecast. The booth needs to remain pure. It needs to be a sanctuary for fans and broadcasters alike. There aren’t many fans that are tuning into a baseball, basketball, football or hockey broadcast to learn about your opinions about anything else but the game. Fans look to escape that when listening to or watching a game. Sports is the place we go to forget about the real world for 3-4 hours at a time.

We all have opinions about things in the sport and out of it. Opinions about the game you are broadcasting is what you’re there for, right? For example, I can’t stand the ‘ghost runner’ at 2nd base in extra innings in Major League Baseball. It’s gimmicky and takes away from the way the game was meant to be played. Me expressing that opinion as the game heads to extras is appropriate, as long as you don’t lose track of the game. My thoughts on the Presidential race or a Senate race is inconsequential in the scope of my baseball broadcast. Be engaging to your audience about things they care about in the moment, the game.

I hate when people tell us in the industry to “stick to sports”. Nothing grates on me more. I keep thinking, oh, because I talk about sports, that’s all I know? So, all that doctors know about is medicine then, right? It’s a simple-minded criticism, but I have to say, in these cases, in a booth, we should stick to the sports aspect of things.  There’s a time and place for opinions on other things, but during a game isn’t that time or place. Be smart and think before you speak.

Sign up for the BSM 8@8

The Top 8 Sports Media Stories of the Day, sent directly to your inbox, every morning at 8am ET.

Invalid email address
We promise not to spam you. You can unsubscribe at any time.
Continue Reading

BSM Writers

Jeff Rickard Understands The Benefits of Attending the BSM Summit

“Over the past five or six years, the industry has been growing up a lot.”

Demetri Ravanos

Published

on

Jeff Rickard is one of the truly familiar faces of the BSM Summit. He’s not involved in the planning or with the company, but it’s an event he never misses.

“It went from a small group in Chicago the first year to recognition from everyone in our industry, and there’s a lot to be gained when we all get together from different markets and cities,” said Rickard of the event’s growth. “We’re not competing against each other. Instead, we’re there to bring each other ideas, lift each other up, and give each other not just support necessarily, but different ways of looking at and doing things. It allows you to kind of take some energy from another building and bring it back to your own.”

Since the BSM Summit first launched as an invite-only event, Rickard has held jobs in Indianapolis, Boston and Charlotte. In fact, it was at the 2022 Summit in New York where he had his first meeting that would lead to him taking the reins at WFNZ.

Different jobs have come with different situations. Rickard has been able to talk with fellow attendees about translators, transitions to FM, and building digital strategies. He appreciates the networking opportunities that exist at the Summit, but the access to new points of view have helped him grow as a programmer.

“Over the past five or six years, the industry has been growing up a lot,” he says. “In the last, I don’t know, three to four years, I think BSM has helped that along the way.”

The “radio is dying” narrative is a popular one. We can pretend that it only exists outside of our industry, but how many of us know someone very much inside the industry that exclusively speaks the language of doom and gloom when asked about future goals and plans? 

Rickard says that coming to the Summit is a necessity for anyone stuck in or around that mindset. Radio may not be as popular as ubiquitous as it used to be, but there is still enthusiasm for sports radio. That is something to feed off of!

“Local sports radio, if done right, will always attract an audience, because [listeners] can go to Sirius XM and they can go to ESPN and they can get the main stories of the day, and they can talk about the Chiefs winning another Super Bowl, and they can talk about if the Golden State Warriors being past their prime,” he says. “That’s all great, but if you’re in Indianapolis or Charlotte and you want to hear about respectively the Pacers or the Hornets, you know that we’re going to be talking about them. I think we’ve learned about the things that our local audience is going to want.”

Lessons Rickard has learned at past BSM Summits have had a major impact in Charlotte. WFNZ’s cume isn’t just up since he arrived. It has nearly quadrupled. 

According to Rickard, that is the result of valuing all perspectives. He’s a programmer, but that doesn’t mean he is only paying attention to sessions featuring other programmers. He also isn’t focused only on executives that could offer him the next opportunity. Rickard encourages any programmer that attends the BSM Summit to come and take notes when talent from other markets are on stage. 

“You have to realize that they’re not on a level below you. They are in large part you’re partners,” he says. “I always enjoy listening to guys that are highly successful, at those summits, talk about what motivates them, what they’re thinking about, how they go ahead and put a show together. There’s a reason we hire those talented people because they’re really good at what they do. They’re really good at attracting an audience, and they’re better at holding that audience. That’s why they’re speaking at a conference like BSM.”

Day-to-day operations are always on the minds of the people that attend the BSM Summit. When Jeff Rickard comes to New York next month though, he wants to hear conversations about the bigger picture. Whether it is from the stage or at networking events, he wants to be part of the conversations that are fundamental to the future of radio as a medium and broadcasting as a business. The one at the forefront of his mind? Audience measurement.

“We’ve been dealing with Nielsen for a long time,” he says. “There’s good, there’s bad. We all understand the system and how it works. But with so many of our listeners coming to us now through an app or coming to us by downloading what we’re doing online, they’re coming to us straight to the website. We’re starting to be able to kind of pick and choose our own numbers. We can see with certain day parts and certain guests or certain topics that, ‘wow, a lot of people checked into the app at that particular time.’ 

“So I think moving forward, the biggest thing for our industry is how do we continue to more accurately assess who our audience is and what’s really happening there on a moment to moment basis. I think we’re getting better every year, but I’m curious to see what the industry believes is the future for the next ten years, because I don’t think we’re using it now.” 

Sign up for the BSM 8@8

The Top 8 Sports Media Stories of the Day, sent directly to your inbox, every morning at 8am ET.

Invalid email address
We promise not to spam you. You can unsubscribe at any time.
Continue Reading
Advertisement

Advertisement

Upcoming Events

Barrett Media Writers

Copyright © 2024 Barrett Media.