When was the last time you truly showed your appreciation to your audience? I’m not talking about fielding a phone call, responding to a tweet, or saying hello and posing for a photo at a remote. I’m talking about taking the time to make a personal connection, listening to what your listeners had to say, and making sure they know how valuable they are to you.
I read a few stories this past December about a broadcaster in Washington DC named Ken Beatrice. He had just passed away at the age of 72 and a few notable personalities were remembering him and what made him special. I had never heard him on the air but what I read about him instantly made me a fan.
In one article, Beatrice was quoted as saying “I don’t have a show without callers, and I treat each one just as if I’d invited them into my house as my guests — really, they are my guests.”
Truth be told, quotes like that often sound great but aren’t always backed up. But then I read something that Kevin Sheehan shared which simply blew me away. He said “As a kid listening to him, if you called in and you were on hold when the show ended, he would actually call you at your house when the show was over. You’re sitting at the house after the show and the phone rings and it’s Ken Beatrice on the line saying, ‘Hey, Kev! Sorry you didn’t get on, but I just wanted to call.’ And he would sit there and talk to you forever.”
Beatrice was known for his deep sports knowledge and kindness to child callers and he’d give out his office phone number on the air and field additional phone calls after his show. Some may think that’s crazy but you can also say it’s pure genius. If a personality is willing to invest their time to form a deeper bond with the audience, they’re going to be rewarded for it. And when Ken Beatrice passed, the tributes that were presented in print, radio and television proved that his approach made an impact.
Scott Van Pelt of ESPN was one of those people who remembered him fondly. He told the Washington Post “He called my house. I didn’t make it on the show, but he called me up. And it was the craziest thing. You picked up the phone and there’s this incredibly distinctive voice on the other end, and you just can’t believe that he would do that. He was a giant.”
When people can vividly recall the influence a person had on them 20-30 years later, that speaks volumes about the connection that’s been formed. You may not always agree with the opinion of a host on the air, but few listeners tune out a broadcaster who does everything possible to connect with the audience and show them they’re appreciated.
I thought back to the past 10 years of operating stations all across the country and the numerous great personalities I’ve had a chance to work with and asked myself “how many broadcasters would actually call back their listeners afterwards?” I could only think of a few who would have gone to such lengths.
And that doesn’t mean they’re wrong for not wanting to do that. Many on-air hosts like to cut the chord when the show is done and save the rest for the following day. There’s nothing wrong with that. But in a world where your success is measured by 20-30 meters in a major market, it pays dividends to have as many relationships as possible. If all it costs you is your time, then it’s worth building listener loyalty after the on-air light goes off.
But when will you have the time? After all, you host a 4-hour show, and have prep work, a commute, side projects and a family to spend time with.
Well, those who succeed in this industry treat it as a career, not a job. It’s what they live for and wake up and go to sleep thinking about. If you want to do it for a long time, and make enough money to feed your family and treat them to a good life, then it pays to put the time in to grow your bond with the audience. Few operators part ways with broadcasters who possess a large loyal following.
Secondly, this is your full time career. You get out of it what you put into it. If you want to work 20-30 hours at your craft, be prepared to be compensated long-term as an individual who invests 20-30 hours per week into it. Most bosses won’t watch the clock to see how much time you put in, but it’s easy to see who’s going the extra mile to make a difference.
The next time you’re complaining about the hours you put in, think about the workload of the professional athletes you’re talking about on your program. In the case of a football player, they easily invest 70-80 hours per week over the span of 6 days (they have off on Tuesday’s during the season) and take a heavy physical beating. The last time I checked, radio hosts don’t get physically assaulted talking into a microphone. The battles they face are mostly mental.
Football players though have to study film, practice, work out, get treatments, and somewhere in between all of it, find time for other commitments such as meeting with the media, helping the team’s marketing projects, getting involved in local community charities and events, and interacting with fans.
One player in particular who really impresses me with the way he conducts himself on and off the field is Houston Texans Defensive End J.J Watt. He’s a guy many kids look up to, and for good reason, because he sets a great example. It’s one I felt was worthy enough of educating my son about and he’s now a proud owner of a #99 jersey.
I was reading last year about how J.J responded after being given a contract extension which would pay him $100 million dollars. Some players who have been in that situation have let the money and their new found fame change them. But not J.J. After he signed his record-breaking deal, he woke up the next morning at 3:05 a.m. and drove to the Texans facility so he could work out in the Texans’ weight room.
When asked if he was worried that his franchise player would be affected by the big money contract, Texans Owner Bob McNair said “He’s going to do nothing but get better. We normally wouldn’t do this at this stage but we felt that his performance had been so outstanding, his attitude and work ethic so great, and he’s become such a role model for everyone on our team that we felt that he deserves special consideration.”
While his performance on the gridiron is elite and worthy enough of large compensation, it’s the extra effort he gives off the field that makes it easy for the Texans to want to step up to the plate and reward him, even when they don’t have to. Check out this video that Watt filmed with a young fan who was having trouble with kids in his school.
Then there’s the sign of respect and admiration that he has for the men in uniform. This goes back to his upbringing and not losing sight of who he was before he became a world famous NFL superstar. When a team’s best player carries himself this way, it’s special. It paints the organization in a classy way and makes it hard to not root for a guy who reaches out to his fans to show them he appreciates their support.
So you’re asking “what does JJ Watt’s good standing in the community have to do with my radio show?” A lot actually.
He works a full time career that is physically demanding and constantly under the microscope. He gets paid a lot of money to do it and deals with pressures that are much larger than anything we face in the radio industry. It’d be easy to direct his entire focus to the football field and ignore the numerous outside requests for his time, but because he’s grounded, and recognizes the importance of connecting with the people who show up to support him each Sunday, the extra effort is made without resistance.
Because J.J Watt accepts being a role model and showing through his actions that he’s more than just an exceptional football player, it’s helped the Texans become more valuable and it’s resulted in Watt’s own brand growing as well. In 2015 he had the top selling jersey among all defensive players, and his star has blossomed in the endorsement arena too, landing opportunities with Verizon Wireless and Papa John’s among others.
The lesson to be learned here is that despite having a job which occupies the majority of his time, J.J Watt makes it a point to connect with his fans and give back. And because he takes that approach, it’s led to bigger paydays and a reputation he and his family can be proud of. Fans may get upset with him if he misses a tackle or fails to sack a quarterback, but they’ll never stop cheering him on because they know he’s a genuine guy who values his supporters.
I’m not going to tell you that you should call your audience after the show like Ken Beatrice did, or follow J.J Watt’s lead and send pizza’s to the local firehouse and police department. Those were decisions each of them made and that’s what makes them unique. The key is to find your own way to form a deeper connection with your audience.
For some, it might be in the form of scheduling a weekly Twitter chat. To others it may mean spending an hour after each remote to have face to face conversations with the audience. One host (Chad Doing) I worked with in San Francisco would give out his personal cell phone number On-Air and on Twitter and welcome his listeners to text or call him about anything on the show. That type of gesture sends a powerful message to the audience. Even if they want to root against you, they can’t help but put down their guard when you invite them in.
Maybe this isn’t something you feel comfortable doing, and if you don’t, that’s fine. Everyone has a different approach and comfort zone. But as I stated earlier, you can’t go wrong when you develop deeper loyalty with your audience, and when that day comes when the ratings aren’t as high, it never hurts to have a legion of supporters in your corner. It could be the difference in continuing this career or having to go find a job.
Barrett Sports Media To Launch Podcast Network
“We will start with a few new titles later this month, and add a few more in July.”
To run a successful digital content and consulting company in 2022 it’s vital to explore new ways to grow business. There are certain paths that produce a higher return on investment than others, but by being active in multiple spaces, a brand has a stronger chance of staying strong and overcoming challenges when the unexpected occurs. Case in point, the pandemic in 2020.
As much as I love programming and consulting stations to assist with growing their over the air and digital impact, I consider myself first a business owner and strategist. Some have even called me an entrepreneur, and that works too. Just don’t call me a consultant because that’s only half of what I do. I’ve spent a lot of my time building relationships, listening to content, and studying brands and markets to help folks grow their business. Included in my education has been studying website content selection, Google and social media analytics, newsletter data, the event business, and the needs of partners and how to best serve them. As the world of media continues to evolve, I consider it my responsibility to stay informed and ready to pivot whenever it’s deemed necessary. That’s how brands and individuals survive and thrive.
If you look at the world of media today compared to just a decade ago, a lot has changed. It’s no secret during that period that podcasting has enjoyed a surge. Whether you review Edison Research, Jacobs Media, Amplifi Media, Spotify or another group’s results, the story is always the same – digital audio is growing and it’s expected to continue doing so. And that isn’t just related to content. It applies to advertising too. Gordon Borrell, IAB and eMarketer all have done the research to show you where future dollars are expected to move. I still believe it’s smart, valuable and effective for advertisers to market their products on a radio station’s airwaves, but digital is a key piece of the brand buy these days, and it’s not slowing down anytime soon.
Which brings me to today’s announcement.
If you were in New York City in March for our 2022 BSM Summit, you received a program at the show. Inside of one of the pages was a small ad (same image used atop this article) which said “Coming This Summer…The BSM Podcast Network…Stay Tuned For Details.” I had a few people ask ‘when is that happening, and what shows are you planning to create?’ and I kept the answers vague because I didn’t want to box ourselves in. I’ve spent a few months talking to people about joining us to help continue producing quality written content and improve our social media. Included in that process has been talking to members of our team and others on the outside about future opportunities creating podcasts for the Barrett Sports Media brand.
After examining the pluses and minuses, and listening and talking to a number of people, I’m excited to share that we are launching the BSM Podcast Network. We will start with a few new titles later this month, and add a few more in July. Demetri Ravanos will provide oversight of content execution, and assist with production and guest booking needs for selected pods. This is why we’ve been frequently promoting Editor and Social Media jobs with the brand. It’s hard to pursue new opportunities if you don’t have the right support.
The titles that will make up our initial offerings are each different in terms of content, host and presentation. First, we have Media Noise with Demetri Ravanos, which has produced over 75 episodes over the past year and a half. That show will continue in its current form, being released each Friday. Next will be the arrival of The Sports Talkers Podcast with Stephen Strom which will debut on Thursday June 23rd, the day of the NBA Draft. After that, The Producer’s Podcast with Brady Farkas will premiere on Wednesday June 29th. Then as we move into July, two more titles will be added, starting with a new sales focused podcast Seller to Seller with Jeff Caves. The final title to be added to the rotation will be The Jason Barrett Podcast which yours truly will host. The goal is to have five weekly programs distributed through our website and across all podcasting platforms by mid to late July.
I am excited about the creation of each of these podcasts but this won’t be the last of what we do. We’re already working on additional titles for late summer or early fall to ramp up our production to ten weekly shows. Once a few ideas and discussions get flushed out, I’ll have more news to share with you. I may consider adding even more to the mix too at some point. If you have an idea that you think would resonate with media professionals and aspiring broadcasters, email me by clicking here.
One thing I want to point out, this network will focuses exclusively on various areas of the sports media industry. We’ll leave mainstream sports conversations to the rest of the media universe. That’s not a space I’m interested in pursuing. We’ve focused on a niche since arriving on the scene in 2015 and have no plans to waver from it now.
Additionally, you may have noticed that we now refer to our company as ‘Barrett Media’. That’s because we are now involved in both sports and news media. That said, we are branding this as the BSM Podcast Network because the titles and content are sports media related. Maybe there will be a day when we introduce a BNM version of this, but right now, we’ve got to make sure the first one works right before exploring new territory.
Our commitment to delivering original industry news, features and opinions in print form remains unchanged. This is simply an opportunity to grow in an area where we’ve been less active. I know education for industry folks and those interested in entering the business is important. It’s why young people all across the country absorb mountains of debt to receive a college education. As valuable as those campus experiences might be, it’s a different world once you enter the broadcasting business.
What I’d like to remind folks is that we continue to make investments in the way we cover, consult, and discuss the media industry because others invest in us. It’d be easy to stockpile funds and enjoy a few more vacations but I’m not worried about personal wealth. I’m focused on building a brand that does meaningful work by benefitting those who earn a living in the media industry or are interested in one day doing so. As part of that process I’m trying to connect our audience to partners who provide products, services or programs that can benefit them.
Since starting this brand, we’ve written more than 18,000 articles. We now cover two formats and produce more than twenty five pieces of content per day. The opportunity to play a small role in keeping media members and future broadcasters informed is rewarding but we could not pay people to edit, write, and host podcasts here if others didn’t support us. For that I’m extremely grateful to those who do business with us either as a consulting client, website advertiser, Summit partner or through a monthly or annual membership. The only way to get better is to learn from others, and if our access to information, knowledge, relationships and professional opinions helps others and their brands, then that makes what we do worthwhile.
Thanks as always for the continued support. We appreciate that you read our content each day, and hope to be able to earn some of your listenership in the future too.
5 Mistakes To Avoid When Pursuing Media Jobs
“Demetri Ravanos and I have easily done 50-60 calls, and it’s been eye opening to see how many mistakes get made during the hiring process.”
I recently appeared on a podcast, Monetize Media, to discuss the growth of Barrett Media. The conversation covered a lot of ground on business topics including finding your niche, knowing your audience and serving them the right content in the right locations, the evolution of the BSM Summit, and why consulting is a big part of our mix but can’t be the only thing we do.
Having spent nearly seven years growing this brand, I don’t claim to have all the answers. I just know what’s worked for us, and it starts with vision, hard work, consistency, and a willingness to adapt quickly. There are many areas we can be better in whether it’s social media, editing, SEO, sales, finding news, producing creative original content or adding more staff. Though there’s always work to be done and challenges to overcome, when you’re doing something you love and you’re motivated to wake up each day doing it, that to me is success.
But lately there’s one part of the job that I haven’t enjoyed – the hiring process. Fortunately in going through it, I was able to get to know Arky Shea. He’s a good guy, talented writer, and fan of the industry, and I’m thrilled to share that he’s joining us as BSM’s new night time editor. I’ll have a few other announcements to make later this month, but in the meantime, if you’re qualified to be an editor or social media manager, I’m still going through the process to add those two positions to our brand. You can learn more about both jobs by clicking here.
Working for an independent digital brand like ours is different from working for a corporation. You communicate directly with yours truly, and you work remotely on a personal computer, relying on your eyes, ears and the radio, television, and internet to find content. Because our work appears online, you have to enjoy writing, and understand and have a passion for the media industry, the brands who produce daily content, and the people who bring those brands to life. We receive a lot of interest from folks who see the words ‘sports’ and ‘news’ in our brand names and assume they’re going to cover games or political beats. They quickly discover that that’s not what we do nor are we interested in doing it.
If you follow us on social media, have visited our website or receive our newsletters, you’ve likely seen us promoting openings with the brand. I’ve even bought ads on Indeed, and been lucky enough to have a few industry folks share the posts on social. We’re in a good place and trying to make our product better, so to do that, we need more help. But over the past two months, Demetri Ravanos and I have easily done 50-60 calls, and it’s been eye opening to see how many mistakes get made during the hiring process.
Receiving applications from folks who don’t have a firm grasp of what we do is fine. That happens everywhere. Most of the time we weed those out. It’s no different than when a PD gets an application for a top 5 market hosting gig from a retail employee who’s never spoken on a microphone. The likelihood of that person being the right fit for a role without any experience of how to do the job is very slim. What’s been puzzling though is seeing how many folks reach out to express interest in opportunities, only to discover they’re not prepared, not informed or not even interested in the role they’ve applied for.
For instance, one applicant told me on a call ‘I’m not interested in your job but I knew getting you on the phone would be hard, and I figured this would help me introduce myself because I know I’m a great host, and I’d like you to put me on the radar with programmers for future jobs.’ I had another send a cover letter that was addressed to a different company and person, and a few more applied for FT work only to share that they can’t work FT, weren’t interested in the work that was described in the position, didn’t know anything about our brand but needed a gig, were looking for a confidence boost after losing a job or they didn’t have a computer and place to operate.
At first I thought this might be an exclusive issue only we were dealing with. After all, our brand and the work we do is different from what happens inside of a radio or TV station. In some cases, folks may have meant well and intended something differently than what came out. But after talking to a few programmers about some of these things during the past few weeks, I’ve been stunned to hear how many similar horror stories exist. One top programmer told me hiring now is much harder than it was just five years ago.
I was told stories of folks applying for a producer role at a station and declining an offer unless the PD added air time to the position. One person told a hiring manager they couldn’t afford not to hire them because their ratings were tanking. One PD was threatened for not hiring an interested candidate, and another received a resume intended for the competing radio station and boss. I even saw one social example last week of a guy telling a PD to call him because his brand was thin on supporting talent.
Those examples I just shared are bad ideas if you’re looking to work for someone who manages a respected brand. I realize everyone is different, and what clicks with one hiring manager may not with another, but if you have the skills to do a job, I think you’ll put yourself in a better position by avoiding these 5 mistakes below. If you’re looking for other ways to enhance your chances of landing an opportunity, I recommend you click here.
Educate Yourself Before Applying – take some time to read the job description, and make sure it aligns with your skillset and what you’re looking to do professionally before you apply. Review the company’s body of work and the people who work there. Do you think this is a place you’d enjoy being at? Does it look like a job that you’d gain personal and professional fulfillment from? Are you capable of satisfying the job requirements? Could it potentially put you on the path to greater opportunities? If most of those produce a yes, it’s likely a situation to consider.
Proofread Your Email or Cover Letter and Resume – If the first impression you give a hiring manager is that you can’t spell properly, and you address them and their brand by the wrong names, you’re telling them to expect more mistakes if they hire you. Being detail oriented is important in the media business. If this is your introduction to someone and they have a job you’re interested in, you owe it to yourself to go through your materials thoroughly before you press send. If you can have someone else put an extra set of eyes on your introduction to protect you from committing a major blunder even better.
Don’t Waste People’s Time – You’d be annoyed if a company put you through a 3-4 week process only to tell you they didn’t see you as a viable candidate right? Well, it works the other way too. If you’re not seriously interested in the job or you’re going into the process hoping to change the job description later, don’t apply. If the fit isn’t right or the financials don’t work, that’s OK. Express that. People appreciate transparency. Sometimes they may even call you back in the future when other openings become available. But if you think someone is going to help you after you wasted their time or lied to them, trust me, they won’t.
Don’t Talk Like An Expert About Things You Don’t Know – Do you know why a station’s ratings or revenue is down? Are you aware of the company’s goals and if folks on the inside are satisfied or upset? Is the hiring manager someone you know well enough to have a candid professional conversation with? If the answers are no, you’re not helping your case by talking about things you don’t have full knowledge of. You have no idea how the manager you’re talking to has been dealing with the challenges he or she is faced with so don’t pretend you do. Just because someone wrote an article about it and you read it doesn’t mean you’re informed.
Use Social Wisely – Being frustrated that you didn’t get a job is fine. Everyone goes through it. Asking your friends and followers for advice on social of how you could’ve made a better case for yourself is good. That shows you’re trying to learn from the process to be better at it next time. But taking to social to write a book report blasting the hiring manager, their brand, and/or their company over a move that didn’t benefit you just tells them they made the right move by not bringing you in. Chances are, they won’t be calling you in the future either.
Would Local Radio Benefit From Hosting An Annual Upfront?
How many times have you heard this sentence uttered at conferences or in one of the trades; radio has to do a better job of telling its story. Sounds reasonable enough right? After all, your brands and companies stand a better chance of being more consumed and invested in the more that others know about them.
But what specifically about your brand’s story matters to those listening or spending money on it? Which outlets are you supposed to share that news with to grow your listenership and advertising? And who is telling the story? Is it someone who works for your company and has a motive to advance a professional agenda, or someone who’s independent and may point out a few holes in your strategy, execution, and results?
As professionals working in the media business, we’re supposed to be experts in the field of communications. But are we? We’re good at relaying news when it makes us look good or highlights a competitor coming up short. How do we respond though when the story isn’t told the we want it to? Better yet, how many times do sports/news talk brands relay information that isn’t tied to quarterly ratings, revenue or a new contract being signed? We like to celebrate the numbers that matter to us and our teams, but we don’t spend much time thinking about if those numbers matter to the right groups – the audience and the advertisers.
Having covered the sports and news media business for the past seven years, and published nearly eighteen thousand pieces of content, you’d be stunned if you saw how many nuggets of information get sent to us from industry folks looking for publicity vs. having to chase people down for details or read things on social media or listen to or watch shows to promote relevant material. Spoiler alert, most of what we produce comes from digging. There are a handful of outlets and PR folks who are great, and five or six PD’s who do an excellent job consistently promoting news or cool things associated with their brands and people. Some talent are good too at sharing content or tips that our website may have an interest in.
Whether I give the green light to publish the material or not, I appreciate that folks look for ways to keep their brands and shows on everyone’s radar. Brand leaders and marketing directors should be battling daily in my opinion for recognition anywhere and everywhere it’s available. If nobody is talking about your brand then you have to give them a reason to.
I’m writing this column today because I just spent a day in New York City at the Disney Upfront, which was attended by a few thousand advertising professionals. Though I’d have preferred a greater focus on ESPN than what was offered, I understand that a company the size of Disney with so many rich content offerings is going to have to condense things or they’d literally need a full week of Upfronts to cover it all. They’re also trying to reach buyers and advertising professionals who have interests in more than just sports.
What stood out to me while I was in attendance was how much detail went into putting on a show to inform, entertain, and engage advertising professionals. Disney understands the value of telling its story to the right crowd, and they rolled out the heavy hitters for it. There was a strong mix of stars, executives, promotion of upcoming shows, breaking news about network deals, access to the people responsible for bringing advertising to life, and of course, free drinks. It was easy for everyone in the room to gain an understanding of the company’s culture, vision, success, and plans to capture more market share.
As I sat in my seat, I wondered ‘why doesn’t radio do this on a local level‘? I’m not talking about entertaining clients in a suite, having a business dinner for a small group of clients or inviting business owners and agency reps to the office for a rollout of forthcoming plans. I’m talking about creating an annual event that showcases the power of a cluster, the stars who are connected to the company’s various brands, unveiling new shows, promotions and deals, and using the event as a driver to attract more business.
Too often I see our industry rely on things that have worked in the past. We assume that if it worked before there’s no need to reinvent the wheel for the client. Sometimes that’s even true. Maybe the advertiser likes to keep things simple and communicate by phone, email or in-person lunch meetings. Maybe a creative powerpoint presentation is all you need to get them to say yes. If it’s working and you feel that’s the best way forward to close business, continue with that approach. There’s more than one way to reach the finish line.
But I believe that most people like being exposed to fresh ideas, and given a peak behind the curtain. The word ‘new’ excites people. Why do you think Apple introduces a new iPhone each year or two. We lose sight sometimes of how important our brands and people are to those not inside the walls of our offices. We forget that whether a client spends ten thousand or ten million dollars per year with our company, they still like to be entertained. When you allow business people to feel the excitement associated with your brand’s upcoming events, see the presentations on a screen, and hear from and interact with the stars involved in it, you make them feel more special. I think you stand a better chance of closing deals and building stronger relationships that way.
Given that many local clusters have relationships with hotels, theaters, teams, restaurants, etc. there’s no reason you can’t find a central location, and put together an advertiser appreciation day that makes partners feel valued. You don’t have to rent out Pier 36 like Disney or secure the field at a baseball stadium to make a strong impression. We show listeners they’re valued regularly by giving away tickets, cash, fan appreciation parties, etc. and guess what, it works! Yes there are expenses involved putting on events, and no manager wants to hear about spending money without feeling confident they’ll generate a return on investment. That said, taking calculated risks is essential to growing a business. Every day that goes by where you operate with a ‘relying on the past’ mindset, and refuse to invest in growth opportunities, is one that leaves open the door for others to make sure your future is less promising.
There are likely a few examples of groups doing a smaller scaled version of what I’m suggesting. If you’re doing this already, I’d love to hear about it. Hit me up through email at JBarrett@sportsradiopd.com. By and large though, I don’t see a lot of must-see, must-discuss events like this created that lead to a surplus of press, increased relationships, and most importantly, increased sales. Yet it can be done. Judging from some of the feedback I received yesterday talking to people in the room, it makes an impression, and it matters.
I don’t claim to know how many ad agency executives and buyers returned to the office from the Disney Upfront and reached out to sign new advertising deals with the company. What I am confident in is that Disney wouldn’t invest resources in creating this event nor would other national groups like NBC, FOX, CBS, WarnerMedia, etc. if they didn’t feel it was beneficial to their business. Rather than relying on ratings and revenue stories that serve our own interests, maybe we’d help ourselves more by allowing our partners and potential clients to experience what makes our brands special. It works with our listeners, and can work with advertisers too.