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Eavesdropping: Talkin’ Baseball, Jomboy Media

“Up until this point and even another week or two, if you put together that 10 game stretch with the expanded wild card, you’re in the mix.”

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We’re getting close to that time of the year where a sports fan’s attention will be taken up by baseball and counting the days until football season. Baseball has been in full swing for two months and the contenders are starting to separate from the pretenders. A good time to eavesdrop in on a podcast dedicated to covering the full landscape of the game while making you literally, laugh out loud – Talkin’ Baseball from Jomboy Media.

I chose the May 28 weekly recap episode, the 842nd overall podcast, because it had two juicy topics in the description. The first was the reaction to the news that Ronald Acuna Jr. was going to be out for the season with a torn ACL and the other was the retirement of longtime MLB umpire Angel Hernandez.

I didn’t know when I picked the episode that Jomboy himself, Jimmy O’Brien, wasn’t on this particular show, but he left it in the very capable hands of his co-hosts, Jake Storiale (also his partner in the business) and longtime Minnesota Twins infielder and Jomboy media investor Trevor Plouffe.

If you know anything about the 21 personalities and the 44 shows created by the Jomboy Media team, you can probably guess what I heard when I tuned in. In its simplest form, it is a very entertaining baseball podcast. But what it really is, is a well-paced, 60-to-90-minute joyride through the current happenings and top headlines in Major League Baseball.

The early part of the episode was a great preview of what was to come over the next hour and a half. There was talk about the NL Central division leading Milwaukee Brewers and their recent propensity to want to fight other teams, which led to the topic of their new manager Pat Murphy and how the team has taken on more of his demeanor. Then, Storiale says, “I think if Milwaukee came out with the ‘Top 25 Hottest Guys in Milwaukee’ right now, it’s obviously Yeli (Christian Yelich) one, but I think Pat Murphy is coming in like 21st now, his stock is flying.”

And that is a lot of what you get throughout the show. All of the information you want about what is going on in Major League baseball, with several side-topics or comments that keep you locked in looking for the next belly laugh.

Storiale runs through the highlights in the American League, hitting on the top teams and the ones who have made a bit of a move that week. He rapidly goes through getting the listener/viewer up to speed on the week and does it in a delivery that isn’t perfect, but it’s not supposed to be.

Plouffe then runs through the American League standings which leads Storiale to say, “Nobody is dead – well, the dead teams are dead, your Rockies, your Marlins, your White Sox, your Halos (Angels), your Athletics. Up until this point and even another week or two, if you put together that 10 game stretch with the expanded wild card, you’re in the mix.”

Some quick discussion on seeing “that blonde lettuce flying around” in regard to the hair of Baltimore Orioles outfielder Kyle Stowers led into one of the main topics of the day, the retirement of Angel Hernandez.

Storiale explains that the story is “big news in baseball,” and that a lot of people are “getting some of their final punches in,” on Hernandez. He adds, “We’ve lost on our end. If you’re in the baseball content game and you want some clicks, put Angel’s name in the mix.”

About Hernandez, Plouffe said, “I think it’s probably time.” He then says he thinks umpires should have to pass a test when they get to a certain age. “At a certain time, your eyesight goes,” he said. “…So now you’re doing an already very difficult job with less than efficient tools, that’s not a recipe for success. So, there needs to be some talk about those guys not going behind the plate…unless they pass the test.”

Plouffe said his interactions with Angel were all positive. “I know he has been controversial; I know there’s been bad calls,” he said. “I’m not going to sit on here and bash him, I’m not going to do that. Like I said, it was time, but you could probably say that about 10 umpires in the game.”

A conversation about Hernandez’s career and what his legacy will be turned into a quick side topic about what could have been had there been a game where it was known as his last game umpiring, and he was behind the plate. Storiale and Plouffe wondered if fans would have come out, perhaps just to boo Hernandez one more time. In predicting a big crowd, assuming a decent location, Storiale said, “Angel has juice.”

Plouffe replied, “People love to hate Angel, so I could see how the fans would rally around that and give him a standing ovation as code for ‘Thank goodness you’re gone.'”

From there, they reel it in and get right back into breaking down more of what is happening in baseball as the conversation circles all the way back around to the Milwaukee Brewers. Plouffe gives some great insight when he talks about an exchange he had with Christian Yelich where Yelich talked about still grinding after having been in professional baseball for as long as he has. And while the nugget of information was great, the accompanying conversation about whether Plouffe namedrops people (Yelich, for example) too often was also great. “Who am I supposed to talk about, these are my friends,” Plouffe asked.

The National League gets the same treatment as the American League with a full report from the week by Storiale followed by a rundown of the standings by Plouffe. That leads into main topic number two, last year’s NL MVP, Ronald Acuna Jr. being out for the season with a torn ACL.

“It was a historic season a year ago for Ronald Acuna Jr.,” Storiale said. “Out for the year, a torn ACL again. And if you are the Braves, the offense has kind of been struggling, at least to Braves standards…that’s a guy you really want in the lineup, and it changes the whole dynamic with the Braves.”

Plouffe challenges Storiale on this a bit saying, “The Braves offense hasn’t been bad just to their standards,” he said and then throws out the stat that since April 27, the Braves have scored the second fewest runs per game in baseball. He also talks about the Braves being the type of organization that will work to try and bring in reinforcements knowing how good of a team they still have.

Plouffe shines as he breaks down what the loss of Acuna means to the team. The conversation wasn’t just simply that the team lost its best offensive player. Plouffe looks ahead and talks about which of their current players could step up, using statistics and seeing how some players are off their career numbers, so step one would be to get those players to get back to form. Plouffe makes the case for Braves fans not to get too down, says that there is hope, before he does offer to be emotional support to any Braves fan that needs it.

As they move to other news within the NL, the Cincinnati Reds come up. While they sit in last place in their division, they did just come off sweeping a 3-game series over the Dodgers. “You need to have a series like this to remind you who you are,” Plouffe said about the Reds. “…Holding the Dodgers to two runs total over the last two games, that’s something to say ‘ok, here we go,’ I like that for the Reds, a lot.”

Later on, as each host selects a player to highlight, Storiale goes with Aaron Judge and sums up his play recently saying, “Have you seen what he’s doing?…First player in MLB history to have 11 homers and 12 doubles in 20 games. 20 games! The dude’s out of his dome right now. Sometimes it doesn’t seem real because he is a bigger than life human, but he’s out of this world.”

The rest of the time is filled hitting on some of the secondary stories from the week and an injury report Storiale called, “the worst segment of the show.” Again, the information is there, and the unique delivery and style keeps you wanting more.

Even the delivery of an ad read in the middle of the show was well-timed, it was tied in with programming and was done with the standard Jomboy personality.

Good, informative content, delivered with a humorous tone and a realization that this is sports, and it is supposed to be fun. That is what this 90-minute show delivered. You sort of forget that at its core it is a hardcore baseball show and when it’s over you realize you are a much smarter fan on the current events going on in the game and you were entertained.

It isn’t easy to have knowledge of and keep up with the entire league and it is another thing entirely to deliver it with wit and not get too far off the rails. Storiale and Plouffe do it with ease and succeed in pulling off good, solid baseball talk mixed with a lot of laughs.

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Barrett Media Hires Jeff Lynn to Spearhead Music Radio Coverage

“Adding Jeff to our editorial team to spearhead our music radio coverage is important for building brand identity and trust across the industry.”

Jason Barrett

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Barrett Media is expanding its content focus starting on Monday July 15, 2024. I announced these plans on May 6, 2024. Since then, I’ve had many conversations to identify the right person to bring our vision to life. Music radio will be our first addition. Coverage of tech and podcasting will come next.

Making sure we’ve got our finger on the pulse of the music radio business is the first step. With over 11,000 stations nationwide playing music, and entertaining listeners, there’s no shortage of stories to tell. I maintain that coverage of the music radio industry isn’t sufficient. We’re not going to solve every problem and nail every story but we’re going to work our tails off to try and make things better.

So, how can you help us? Email [email protected] so we’re aware of your success, career related news, and how to reach you for future feature stories. Sharing our content on social media and telling folks about the website once it’s live is another easy way to offer support.

To avoid any confusion, we will not be writing daily news on artists and record label activity. It’s why I’ve continued to mention ‘music radio’ each time I promote this expansion. We’re looking to focus our coverage on broadcasters, brands, companies, ratings, content, etc.. Artists and music labels may become part of our coverage down the road, but that’s not our immediate focus.

Which leads me to today’s announcement regarding our Editor. I spoke with a lot of smart, talented people for this role. Adding someone with management experience, who has a passion to write, a can-do attitude, a love for the industry, and relationships across formats is very important. I’ve found that person, and hope you’ll join me in welcoming Jeff Lynn as Barrett Media’s first ever Music Radio Editor.

Jeff’s experience in the music radio business spans nearly 25 years. He’s been a program director for iHeart, Townsquare Media, NRG Media, and Rubber City Radio Group. Those opportunities led him to Milwaukee/Madison, WI, Cleveland/Akron, OH, Des Moines/Quad Cities, IA and Omaha, NE. All Access then hired him in 2022 to leave the programing world and serve as a Country Format Editor, and manager of the outlet’s Nashville Record promotions. He remained in that role until August 2023 when the outlet shut down.

“I am honored to join the team at Barrett Media to guide the brand’s Music Radio coverage”, said Jeff Lynn. “Radio has been a lifelong passion and pursuit of mine. To be able to tell stories of the great work being done by radio pros and broadcast groups is very exciting. They are stories that need to be told. I can’t wait to get started.”

Jeff Lynn with Jelly Roll

I added Ron Harrell, Robby Bridges, and Kevin Robinson as columnists two weeks ago. Bob Lawrence and Keith Berman then joined us this past Monday. We’re quickly assembling a talented stable of writers, and with Jeff on board as our Editor, we’re almost ready for prime time. The only thing left to do is hire a few features reporters. I’m planning to finalize those decisions next week.

Building this brand and making it a daily destination for music radio professionals will take time. It starts with adding talented people, covering the news, and creating interesting content consistently. If we do things right, I’m confident the industry’s support will follow. Time will tell if my instincts are right or wrong.

Jeff begins his new role with Barrett Media on July 1st. Adding him to our editorial team to spearhead our music radio coverage is important for both building brand identity and trust across the industry. I’m eager to work with him, and hope you’ll take a moment to say hello and offer your congratulations. He can be reached by email at [email protected].

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Greg Hill is Turning the Tables in Morning Drive on WEEI

“I think this business is slowly moving farther and farther away from dollars being dependent on being the #1 station or where you’re ranked when it comes to Nielsen.”

Derek Futterman

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Greg Hill
Courtesy: Audacy

Earlier in the week, the Boston Celtics secured their 18th NBA championship. Across a variety of sports radio stations, especially those in the Boston-Manchester designated market area, the triumph was a subject of discussion on Tuesday morning. Within morning drive on WEEI, host Greg Hill provided his thoughts on the team and its achievement.

Akin to the Celtics, Hill aims to position his weekday program to thrive and sustain success. After working in the industry for many years, some professionals can exhibit a sense of apathy, but for Hill, it is quite the opposite, exhibiting congeniality and authenticity to the audience as a whole amid this quest.

Although Hill broadcasts on a sports talk station, the morning show spans beyond comprehensive sports discussion while implementing a variety of other topics into its daily discussion. In fact, Hill defines the breadth of topics into two distinctive categories, one of which is sports while the other covers an assortment of miscellaneous subjects mentioned on the show.

“I think it’s more beneficial if you are a radio person and you know what you think works when it comes to doing radio,” Hill said. “If you can find a way to keep the audience entertained and engaged and try, if you can, to present content that’s different than [what] they might find somewhere else, then that’s more important than necessarily a vast X’s and O’s knowledge when it comes to sports from my perspective.”

Sports teams in the city of Boston have established a tradition of grandeur and excellence, making a habit of remaining in contention for championships every year. In fact, the Celtics championship ended the city’s title drought that spanned just over five years. During that time, the media ecosystem has changed with a prioritization on digital distribution in addition to more niche content offerings. As a long-tenured radio host, Hill has been able to successfully adapt by optimizing the idiosyncrasies of the medium while also being open to innovation.

“The old adage about, and I think it still remains a unique advantage when it comes to this medium, is that when you wake up in the morning, you want to know, ‘What happened? What happened last night?,’ and you want to hear people give you their slant on it,” Hill said. “My function, I think, is to give everybody the opportunity to share their opinions on stuff.”

While Hill has become a respected sports radio host, he initially started working in another sector of the industry. During his time as a middle school student, he worked a paper route and saved his money to buy two turntables and several 45-rpm records. Hill would then go to the garage of his parents’ house and host a radio show with no audience, working to master the craft in his nascence. As he grew older, he started to bring his records to his high school radio station and take the air.

The passion and verve he possessed for the medium, along with his talent in the craft, helped him land a job at WAAF as a promotion coordinator. As he began to showcase his abilities, he earned chances to go on the air over the weekends and overnight. Morning show host Drew Lane later asked Hill if he wanted to do sports on the program, and he continued to grow from there.

When Hill was named the host of the new Hill-Man Morning Show on WAAF a few years later, he needed to find a way to stand out in the marketplace. After all, he was facing competition from Charles Laquidara on WBCN and a variety of other media outlets, and it took time for the program to eventually break through. Hill took the opposite approach of other stations in the area to render the show distinct from those on other media outlets.

“WBCN at the time was an older-targeted station, so we targeted the station towards Men 18-34 and figured that we could grow as they grew,” Hill said. “So we were just going out attending every single possible event where somebody might be, going out before concerts and shaking hands, and doing all that stuff that I think you have to do in order to try to get people to try your show and try your station.”

Hill’s program catapulted to the top of the marketplace, and he signed a lifetime contract after 26 years on the air to stay at WAAF. In signing the deal, he never thought he would work anywhere else, but things changed three years later when Gerry Callahan hosted his last show in morning drive on WEEI. Then-Entercom announced that it was adding Hill to the daypart to host a new morning drive program and retained co-host Danielle Murr in the process, commencing a new era for the outlet. Shortly thereafter, WAAF was sold to the Educational Media Foundation and re-formatted with contemporary Christian programming.

“I never thought [W]AAF would go away,” Hill said. “It was a legendary rock station, and I still to this day will flip by that station and hear Christian rock music and sit there in silence for a couple of minutes for that great radio station, but being the same company and the same market manager at the time [in] Mark Hannon, when that opportunity came up [to] try something different and to make a change, I was really excited about it.”

In moving formats, Hill and his colleagues evaluated the program and determined how they could grow their audience on WEEI while staying true to the essence of the show. The program, however, was going up against Toucher & Rich, the hit morning show on 98.5 The Sports Hub, and others.

“I think this business is slowly moving farther and farther away from dollars being dependent on being the #1 station or where you’re ranked when it comes to Nielsen,” Hill said. “To me, the most important thing is that we’re doing what we should do to get partners for the radio station on the business side of things and delivering results for them.”

Hill is cognizant of the success of 98.5 The Sports Hub but articulated that the ranking does not matter to those spending money on radio. Instead, he claims that it is about the level of engagement and patronization of the product that facilitates interest in the brand.

“From a differentiator point of view, we’re up against, on the sports side of things, an incredible radio station that has done an amazing job of being #1 in this market for a long time with really compelling personalities,” Hill said. “I think it’s incumbent upon us to try to find ways to be different when it comes to our choice on content and the way in which we present it, and then outwork them when it comes to going out and meeting people who might listen to the show.”

Whereas Hill was originally a solo host during his early days on WAAF, he is now joined by Jermaine Wiggins and Courtney Cox, both of whom bring unique aspects that enhance the program. Wiggins, a former tight end for the New England Patriots, provides his knowledge of football and the perspective of a professional athlete. Cox is the youngest person on the program and has a unique approach from her time covering sports at NESN while embracing the humor and repartee on the show. Show producer Chris Curtis, who worked with Hill at WAAF, also contributes to the conversation as well and has helped maintain synergy.

“Whether it’s the co-hosts on the show or callers, I love when they are having fun at my expense, and I think that self-deprecating humor to me is the best,” shared Hill. “If we have a show in which I end up being the punchline or end up, whether it’s my age or lack of technological skill or my frugality – whatever it is – that to me is my favorite part of what we do and that personality coming through, I guess.”

Hill uses his platform to benefit the community through The Greg Hill Foundation, a nonprofit organization he founded to provide families affected by tragedy with immediate needs. He created the foundation in 2010 to celebrate two decades on the air at WAAF before the advent of crowdfunding in a quest to give back. The foundation has donated over $20 million to more than 9,000 beneficiaries during its 14 years.

“We’re lucky in radio because we have this incredible tradition of public service, and I think everybody in radio feels this obligation – this great obligation to use the airwaves to help others,” Hill said. “We’re granted the incredible platform in which we can actually get people to respond when help is needed, and so I wanted to be able to use that microphone and the radio station on those days to be able to help the beneficiaries in our area who needed it.”

Hill recently signed a multiyear contract extension with Audacy-owned WEEI to continue hosting The Greg Hill Show. Part of what compelled him to remain at the station was working with Ken Laird, the brand manager of the outlet who used to be his producer at WAAF. Moreover, he has known Audacy Boston market manager Mike Thomas for over two decades as he leads the cluster of stations in an environment with many entities looking to garner shares of attention.

“To be able to have the opportunity to work with those guys, know what they are, what I need them to do to keep them happy and to have the opportunity for us to, from a team perspective, that we have one clear mission in mind, and that is to be No. 1,” Hill said. “No. 1 in revenue and No. 1 when it comes to ratings, so to be able to sit there and go, ‘Alright, since I came here five years ago, we definitely have some wins, but there’s still a lot that we have to do,’ and to be able to do it with them together was way more interesting to me than any other opportunity.”

Even though Hill has worked in the sports media business for many years, he remains energized by the prospect of achieving goals and having the privilege to host his radio program. In the past, he has stated that he would like to slow down in his career, yet he is unsure what he would do without working in radio.

“That being said, I’ve been getting up at the crack of dawn for 30-something years, and I’m definitely feeling it more than I used to,” Hill said. “But sometimes I think it would be fun to go and do one more radio show where I play seven great songs an hour, as long as I get to pick whatever I play and there’s no research and there’s no computer programming the music. I sometimes think about that, but I just love doing this.”

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If Jim Rome is Willing to Innovate, So Can You

Jim Rome is 59 years old and has been at this for 35 years. And if he finds value in embracing new platforms, you, your hosts, and your stations should be able to do it, too.

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Photo of Jim Rome and a logo for the X platform

Jim Rome is 59 years old. He’s been in the sports talk radio game since before I was born. And earlier this year, his show left CBS Sports Network to begin a live simulcast on the Elon Musk-owned X platform.

And it has exposed him and his show to a much wider, and frankly much younger, audience in the short time since the simulcast began.

If you search X, you’ll see either “I didn’t know Jim Rome was still around” or “I’ve never heard of Jim Rome, but I saw his show on here,” posts.

Now, that doesn’t mean he’s abandoning terrestrial radio. In fact, he recently chastised a caller for talking poorly about “scratchy AM radio”, which elicited a strong defense of the medium from the sports talk legend.

But I can’t help but think that if — at this stage in both his life and his career — Jim Rome is willing to try new things, so can you, your show, or your station.

To be frank, Rome has every reason to coast. Rest on his laurels. Simply collect a paycheck and call it a day until his contract is up. But that’s not what he’s doing. He’s innovating. He’s taking chances. I’m sure it’s a much safer feeling — especially for someone about to reach 60 (you look great by the way, Jim) — to stick to a familiar simulcast on cable TV. For damn near 40 years, that’s been the dominant player in the space. But it isn’t 1992 anymore.

Listening to Rome describe the new simulcast makes either one of two things true: Either he doesn’t truly understand what he’s doing, or he believes that his audience is potentially too old to understand streaming. Because he talks about the new venture like he’s trying to explain it to a five-year-old, but at least he’s out here attempting it.

Listening to many shows or stations around the country has at times led me to have a cynical view of the industry. Lipservice is often paid when you hear leaders say “We’re in the content business, not the radio business,” but then only put their content on the radio. Or in podcast form, in three-hour blocks with the live traffic reports still included in the audio to really cement home the fact that the producer couldn’t be bothered to even attempt to edit it before publishing.

Don’t get me wrong, there are some stations that have fantastic radio, podcast, digital video, and social media strategies. Others excel at live events.

But many — you could argue too many — are resting on their laurels, taking a “this is good enough,” approach to the format and its content, and hoping that nothing ever changes.

The problem is the world changes every single day. And if you don’t keep up, you’ll be left behind. If the biggest and best stations in the industry fall behind, the entire format falls behind. And I don’t want to see that happen.

If you don’t have a digital video strategy in 2024, I have one quick question: Why not? I was a Program Director in market #228, and we had a digital video strategy.

If you don’t have a podcast strategy in 2024 that’s better than “just put up the entire show from today”, I have one quick question: Why not?

“Why not?” is likely the question Jim Rome asked when he was presented with the opportunity to move his show from the safe haven that was CBS Sports Network and bring it to a wider, younger, and more accessible audience on social media. Now, was it a risk? Absolutely.

But that’s the point. Be willing to take the chance. Be willing to try something different. Experiment. Learn. I can empathize with those who are frozen by the fear of failing. It’s a completely valid worry. But not growing, not chasing every revenue and content avenue possible, and not learning something new is a bigger risk, in my book.

I’m not here to suggest you take an ax to everything you’ve done on your show, your station, or your cluster, but I will strongly advocate for expanding your horizons and attempting to meet your audience wherever they may be. And even if that audience might be in places you’re unfamiliar with, familiarize yourself. Do I get the impression Jim Rome was super familiar with live video streams on X before taking his show there? No. But he was willing to take a chance, knowing that it might benefit in the long run.

I hope you operate in the same spirit.

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