Barrett Blogs
Constructing The Winning Formula For Play by Play Sales

Published
7 years agoon
In less than two weeks, Major League Baseball’s 2016 season will begin and fans will flock to radio and television to witness their local team’s quest to become world champions. Speaking specifically for radio, the return of baseball is a blessing because it provides a boost to listening and energizes the talent, the imaging, and even the advertisers.
When you look at the success of sports stations across the country, those who have play by play associations usually perform well. Live sports has been and continues to be an attraction for sports fans and it’s proven to be a safe haven for clients too.
Advertisers who invest in play by play and receive quality treatment from the radio station’s sales force, usually return the following season. Between the imagery their brand gains from being associated with the local franchise, and reaching thousands of fans each day or night due to being featured in a live game broadcast, play by play provides a powerful return on investment.
It also gives sales teams access to things that money can’t buy. When special events are utilized properly, it can create emotional and memorable experiences for clients and those type of moments usually lead to a deeper relationship and future business.
Although play by play is a success from a listening standpoint, the costs for rights fees can often be high. This is why having an excellent sales team is critical. We can all agree that airing a local team’s games is good for ratings but if the company is going to lose millions of dollars to air the programming, is that really a wise business decision?
To help me get a better perspective on what goes into selling play by play sponsorships I wanted to call on someone who had experience selling sports play by play, as well as managing sales teams and creating game plans to help stations hit their revenue goals. I was fortunate enough to locate an individual who possesses a stellar reputation in the business, and who has handled multiple responsibilities on two different coasts.
Noel Wax, is the President and Founder of GroundSwell Group, a boutique cause marketing firm which works with corporate clients and nonprofits to help bridge the gap between the two. Prior to his new venture, Noel spent 17 years in radio, most of it with CBS, where he served as Vice President of Sports Sales, and Director of Sports Sales. He also spent the early years of his radio career working as an Account Executive for KNBR in San Francisco.
While at CBS, he grew from managing the company’s sales efforts with their sports properties in New York and San Francisco, to overseeing the entire sales operation for all of CBS’ play by play. At one point he was responsible for the company’s play by play sales for more than 25 of the nation’s leading sports brands. Some of those brands included the New York Yankees, Mets and Giants, the Chicago Bears and White Sox, the New England Patriots, and the Detroit Tigers, Lions and Red Wings.
If you’re involved in radio sales, working for a sports league or franchise, or if you’re in programming and looking to learn more about the sales end of the business, I think you’ll enjoy this. Noel knows how to win at play by play sales, and his free advice and information will help you be better prepared to create more wins for yourself and your company.
Constructing The Winning Formula For Play by Play by Noel Wax
It’s been quite a few years since I penned my last article of the value of play by play sports on radio. In those years the game has changed immensely. There is so much competition for the ear these days, successful broadcasters are forced to be incredibly creative in how they serve up the platform to ensure they don’t alienate their P1 audience while doing enough to lure the incredibly valuable “millennial” generation in.
For play by play audio to not only survive, but thrive, there needs to be a partnership between the league, the teams and the broadcast partner to ensure the product is worthy of the consumers increasingly scarce time and limited attention span.
In my days with CBS Radio Sports, I became somewhat of an “expert” in determining the value of broadcast. The challenge always came from who was going to pay for what and which assets we could obtain as a radio partner to pass through to the sponsors. There was a time when the average radio play by play package included media in the broadcast, a creative feature, and some game tickets. That transitioned to providing some kind of event or on site integration to allow fans to experience the brand, a digital element, and not just tickets, but an experience (throwing out the first pitch, pre game dugout visits, road trip with the team, etc).
The modern version of an effective sponsorship includes all of the above and more. Sellers are now competing with the most advanced technology, tracking and communication the world has ever seen. As a result, clients demand and require more. How can you integrate me in the content of the broadcast? How can you ensure product trial? How will you help me effectively measure results against the trackability the digital world offers? These are the questions being asked of sellers, and these are the things clients are getting from competing media outlets.
Yes, representing the Yankees, Dodgers, Red Sox, Cowboys (and every other pro broadcast) will get you in many doors to have a conversation. The fans are still as rabid as ever, and clients want to find a way to attach their company and brand to their favorite team. But, when that person is investing 10’s and 100’s of thousands of dollars in a play by play sponsorship, they demand results. The more effectively you can connect the dots of every element of the sponsorship to an outcome the sponsor will achieve, the more successful your efforts (and renewals) will be.
With MLBAM’s stronghold on the digital space, and competition from satellite audio broadcasts, the winners in the traditional radio space will be the ones who most effectively create the programs that clients can surround the customer with. More often than not, that means a collaborative effort from the team and the broadcast partner.
More recently rights deals have gone the way of teams bringing the broadcast “in house”. This allows the teams to “control” all aspects of how the fan interacts with them. In these scenario’s the radio station still benefits from driving a large audience to its stations without the risk of losing big money from ineffective sales productivity.
There are still a number of pure rights deals where the radio station owns the broadcast and selling rights. This puts pressure on the radio partner to have a specialized sales leader and build or support a team of dedicated play by play sports sellers. With the right pieces in place this can be an effective model and help drive large top line revenues to the station. The winning combination seems to be a blend of the two where the radio partner has the majority of the selling rights while the team has enough inventory to take care of their core sponsors. This allows the team to control its relationship with its top sponsors, while allowing the experts (the radio station) to sell the remainder of the broadcast.
Taking all the technical mumbo jumbo out of the conversation, if you are a rights holder and have a strong sales team that can bring clients into the broadcast you have a very good chance to win. The key is to get the client on board for the entire season, thus giving you 7-8 months to treat them to an amazing experience, build a stronger relationship, and introduce them to the other assets your station has to offer.
During the season (hopefully the team plays well and wins a lot of games) they will experience some great live sports experiences, meet a few players, go on the field, visit the broadcast booth, take a trip with the team, be part of a great winning streak (and hopefully a record setting performance), plus hear their name associated with the brand they love.
The challenge I offer up to every one that represents a play by play broadcast this season…..come up with the idea, technology, feature, solution, that people will be talking about when you get together at the next rights holders meeting. Don’t get stuck thinking there is one way to do it. Be brilliant in your creativity with the way you deliver your client’s message to the fans. Baseball on the radio is a beautiful, historic broadcast that needs some inspiration and creativity to thrive into the future.

Jason Barrett is the owner and operator of Barrett Sports Media. Prior to launching BSM he served as a sports radio programmer, launching brands such as 95.7 The Game in San Francisco and 101 ESPN in St. Louis. He has also produced national shows for ESPN Radio including GameNight and the Dan Patrick Show. You can find him on Twitter @SportsRadioPD or reach him by email at JBarrett@sportsradiopd.com.
Barrett Blogs
Jeff Catlin, John Mamola, Gordy Rush & Maggie Clifton Join The 2023 BSM Summit Lineup

Published
6 days agoon
January 26, 2023
We’re less than two months away from the 2023 BSM Summit in Los Angeles. This year’s conference takes place on March 21-22, 2023 at the Founders Room inside of the Galen Center at USC. Many industry professionals are set to attend but sports media folks tend to be a last minute crowd whether it’s buying a ticket, reserving a room or committing to be a sponsor. Yes, tickets, rooms, and a select few sponsorships are still available, but the longer you wait, the more you risk not being in the room, featured as a partner, and paying higher prices for travel. To make sure you have a seat and a place to stay, log on to BSMSummit.com. For sponsorship inquiries, email Stephanie at Sales@BarrettSportsMedia.com.
I am really excited about this year’s Summit. The venue is tremendous, the agenda is coming together nicely, and there’s no doubt we’ll have great weather when we gather in LA. Some have asked me why I don’t reveal the full schedule of sessions months in advance, and it’s because I believe in swinging for the fences and trying to do big things. To do that, you’ve got to be willing to invest time and explore every opportunity that can be impactful. It’d be much easier to fill the schedule and be done with everything but if it’s going to take a little longer to deliver the best speakers, discussions and experiences for all in the room, then that’s what I’m going to do.
Those involved in the creation of this conference know that I set a very high standard for it. We’ve run some great events over the years, and it’s because we put everything we have into making sure each session is valuable to a different segment of the industry. My goal each year is to present an action packed agenda that helps people learn, gain access to information to improve themselves and/or their brands, and create a few connections and memorable moments to justify it being worth a few days away out of the office or studio. If we can do that, it makes the sacrifices worthwhile. If we can’t execute at a high level, then I’d probably pass on doing it.
Before I tell you about the four people we’re adding to our speaker lineup, I do want to remind you that we recently announced a contest for California college students. We’re giving away ten (10) FREE tickets to the show courtesy of Steve Kamer Voiceovers. If you know a student in California please let them know about this. If they’re not in California but want to attend the event, we’ve created a special college rate to make it affordable for young people. Everything is listed on BSMSummit.com.
Now, for the new additions to the lineup.
I’m excited to welcome Jeff Catlin of The Ticket in Dallas to the Summit. This will be Jeff’s first Summit visit, and I appreciate him making time to share his programming wisdom with the rest of the room. Jeff will be part of a programming panel that kicks off day #2. That panel will include Jimmy Powers of 97.1 The Ticket in Detroit, Raj Sharan of Denver’s Sports Station 104.3 The Fan, and our next addition, John Mamola of WDAE. John has been at all of our events dating back to our first test event in Chicago. I’m looking forward to giving him an opportunity to offer his programming insights alongside this talented group.
Also joining the Summit lineup is Maggie Clifton, Blue Wire’s Senior Vice President of Business Development. Maggie has played a vital role in growing Blue Wire’s revenue, and I’m looking forward to having her join Barstool Sports’ SVP, Head of Sales Matt Berger, and Magellan AI’s Chief Revenue Officer John Goforth on a panel that focuses on digital monetization.
Guiding that conversation will be Guaranty Media’s Gordy Rush. The Baton Rouge Vice President and General Manager who doubles as LSU’s sideline reporter on football broadcasts is well versed in monetizing content, and understanding the opportunities and challenges broadcasters face. I’m confident those in the room charged with maximizing digital revenue for their brands will gain great value from these four professionals.
There’s much more in the works that I’m looking forward to announcing in the coming weeks. Whether you own a company, manage a cluster as a GM, lead a sales team, host or produce a podcast or radio/TV show, buy advertising, oversee a brand’s social media strategy or program a network or local outlet, there’s something for every sports media professional at the BSM Summit. I invite you to come see for yourself. To do so, visit BSMSummit.com.

Jason Barrett is the owner and operator of Barrett Sports Media. Prior to launching BSM he served as a sports radio programmer, launching brands such as 95.7 The Game in San Francisco and 101 ESPN in St. Louis. He has also produced national shows for ESPN Radio including GameNight and the Dan Patrick Show. You can find him on Twitter @SportsRadioPD or reach him by email at JBarrett@sportsradiopd.com.
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Jimmy Powers to Receive The Mark Chernoff Award at the 2023 BSM Summit
“Jimmy received the most votes from our industry panel to become our third recipient of the Mark Chernoff Award.”

Published
2 weeks agoon
January 19, 2023
As a former programmer turned consultant, I pay more attention than most to those who lead brands, manage talent, and create consistent success. When you look across the country at the hundreds of stations delivering sports radio content, and analyze who operates at a high level, there’s maybe ten to twenty who are changing the game, and others who are rising and hoping to become a bigger part of the conversation.
What makes this annual award special in addition to having Mark Chernoff’s name on it, is that it’s voted on by eighteen industry heavyweights. These are folks tasked with overseeing radio companies, major networks, and having exceptional track records of broadcasting success. So when they vote and an individual earns an honor, it means a little more.
If you’re in the business and follow sports radio, then you’re aware of Mark Chernoff’s accomplishments as a program director. He was one of the true architects and consistent winners, and his ability to excel as a sports radio manager has influenced and shaped many careers. Mark graciously agreed to be part of our awards ceremony a few years ago when I approached him with the idea in New York City. I’m thrilled to share that although he doesn’t attend many industry conferences on the west coast, he will be with us at the 2023 BSM Summit in Los Angeles for the ceremony.
Which brings me to this year’s winner.
It is my honor to congratulate the leader of 97.1 The Ticket in Detroit, Jimmy Powers. Jimmy received the most votes from our industry panel to become our third recipient of the Mark Chernoff Award. He follows Rick Radzik of 98.5 The Sports Hub in Boston, and Mitch Rosen of 670 The Score in Chicago. Jimmy will be in attendance at the Summit to pick up the award, and will take part in a program director panel at the show. Further details on that to be shared next week.
“It’s such a great honor not only to be mentioned in the same breath with Mark Chernoff, but to receive the ‘Mark Chernoff Award’ is really, really cool” shared 97.1 The Ticket Program Director Jimmy Powers. “With so many great program directors across the country who are deserving of this award, I truly appreciate the recognition.”
Since late 2009, Powers has led the Detroit sports radio station to unmatched local success. Brought in to build upon what was created by the late great Tom Bigby, he’s helped The Ticket become one of the format’s best examples of success. The station has consistently dominated the Male 25-54 demo, while also becoming a ratings force with Persons 12+ and Adults 25-54.
“Jimmy has done an amazing job over the years running 97.1 the Ticket,” said legendary sports radio programmer Mark Chernoff. “He knows how to work with talent, and maintain balance while managing relationships with the Lions, Tigers, Red Wings and Pistons, which is not an easy job. The ratings remain high, and the Ticket continues to be one of America’s top sports stations, which reflects the great work Jimmy has done as the station’s program director.”
In addition to delivering double digit shares, quarterly ratings wins, and presenting a star studded lineup and Michigan’s top sports franchises, The Ticket has taken home plenty of hardware too. The station has won the Marconi award for best sports station in 2016 and 2022. And now, they can add the 2023 Mark Chernoff Award to their trophy case.
“2022 was another big year for The Ticket, and many in Detroit deserve credit for the brand’s consistent success, but none more so than their exceptional brand leader, Jimmy Powers,” added BSM President Jason Barrett. “Jimmy has been a staple of consistency, guiding one of the crown jewels of sports radio, managing top personalities, important play by play partnerships, and helping the brand generate large revenues. I’m thrilled that our industry voters took notice of the fantastic work Jimmy has done and look forward to celebrating his career and accomplishments in Los Angeles this March.”

Jason Barrett is the owner and operator of Barrett Sports Media. Prior to launching BSM he served as a sports radio programmer, launching brands such as 95.7 The Game in San Francisco and 101 ESPN in St. Louis. He has also produced national shows for ESPN Radio including GameNight and the Dan Patrick Show. You can find him on Twitter @SportsRadioPD or reach him by email at JBarrett@sportsradiopd.com.
Barrett Blogs
California College Students Earn Chance to Win 10 Free Tickets to the 2023 BSM Summit Thanks to Steve Kamer Voiceovers
“In order to win tickets to attend the Summit, students must submit a 2-minute video by email explaining why they’d like to be in attendance and what they hope to learn at the event.”

Published
3 weeks agoon
January 13, 2023
With a new year comes renewed energy and optimism for the sports media business. Yours truly is looking forward to showcasing the best our business has to offer when we gather the industry in Los Angeles, CA at the 2023 BSM Summit at the Founders Club at the University of Southern California on March 21-22, 2023. Our conference is returning to the west coast for the first time since 2019. We’ve announced some super talented speakers. We’ve got additional things in the works and I plan to make additional announcements in the next few weeks.
People often ask me what the biggest challenge is putting this event together. My answer is always the same, it’s getting people to leave the comfort of their office and spend two days in a room together learning and discussing ways to grow the business. We have great sponsorship support and exceptional people on stage and are fortunate to have a lot of folks already set to attend. Our venue this year has extra space though, so I’m hoping a few more of you make time to join us. If you haven’t bought a ticket or reserved your hotel room, visit BSMSummit.com to make sure you’re all set.
If there’s one thing our industry could get better at it’s opening our minds to new ideas and information. There’s more than one path to success. Just because you’re in good shape today doesn’t mean you will be tomorrow. Building brands, growing audiences, increasing revenue, and examining new opportunities is an ongoing process. There are many shifts along the way. We may not solve every business challenge during our two-days together but you’ll leave the room more connected and informed than when you entered it.
Each year I’ll get two or three emails from folks sharing that they learned more about the industry in two-days at the Summit than they have in ___ years inside of their building. That’s truly gratifying and what I strive to achieve when I put this event together. I remember when conferences like this didn’t exist for format folks and I take the risk and invest the time and resources to create it because I love the sports media industry and believe I can help it thrive. I see great value in gathering professionals to share ideas, information, and meet others who can help them grow their business, and if we do our part, I’m confident some will want to work with us too. That’s how we benefit over the long haul.
But as much as I focus on serving the professional crowd, I also think we have a responsibility to educate young people who are interested, passionate, and taking steps to be a part of our business in the future. The BSM website is visited by hundreds of thousands of people each month and it’s become a valuable resource for folks who enjoy sports radio and television. I think it’s vital to use our platform, influence and two-day event to connect generations and I’m happy to announce that we will once again welcome college students at this year’s Summit.
Most of us who’ve been in this line of work for two or three decades learned the business without podcasts, YouTube, social media, the web or conferences delivering two full days of sessions that taught you more about the business than what’s available inside of a class room. We learned by doing, and hoping we were right. Then we copied others who had success. Some of that still exists, and that’s not a bad thing. But where our business goes in the future is going to be drastically different.
I’d like to see the difference makers in our format remembered for years to come, and practices that have stood the test of time remain valued down the line. Change is inevitable in every business and I’m excited about the road that lies ahead especially some of the technological advancements that are now available or will soon become a bigger part of our industry. I think we can embrace the future while enjoying the present and celebrating the past. The best way to do that is by bringing together everyone who is and is hoping to be a part of the sports media universe.
So here’s two things we’re doing to make sure future broadcasters have an opportunity to learn with us.
First, I want to send a HUGE thank you to Steve Kamer Voiceovers. Thanks to Steve’s generosity, TEN (10) college students will be given FREE tickets to attend the 2023 BSM Summit in March. Steve is a USC graduate (Class of 1985) and he bought the ten tickets to help young people learn about the industry, save money and make valuable connections. When I first received his order, I thought he hit the wrong button. I reached out to tell him a mistake was made and I needed to refund him. That’s when he told me what he wanted to do for students who were pursuing their broadcasting dreams just as we both did years ago. A very classy gesture on his part.
As it pertains to the contest, here’s how it’s going to work.
To win tickets to attend the Summit, students must submit a 2-minute video by email to JBarrett@sportsradiopd.com explaining why they’d like to be in attendance and what they hope to learn at the event. Included in your email should be a list of steps that you’ve taken or are pursuing to explore opportunities in the media industry. If you want to pass along a resume and audio or video clips too to showcase your work and experience, that’s fine as well. BSM will accept submissions until February 17th. The winners will be announced on Friday February 24th.
Helping me select the winners will be an exceptional panel of media executives. Each of these folks below will choose one person to attend our L.A. event. The final two will be picked by Steve Kamer and myself.
- Scott Shapiro – Senior Vice President, FOX Sports Radio
- Justin Craig – Senior Program Director, ESPN Radio
- Jeff Sottolano – Executive Vice President, Programming, Audacy
- Bruce Gilbert – Senior Vice President of Sports, Cumulus Media & Westwood One
- Amanda Gifford – Vice President, Content Strategy & Audio, ESPN
- Jacob Ullman – Senior Vice President, Production and Talent Development, FOX Sports
- Greg Strassell – Senior Vice President, Programming, Hubbard Radio
- Scott Sutherland – Executive Vice President, Bonneville International
To qualify for the BSM Summit College Contest, students must be enrolled in college in the state of California, pursuing a degree that involves course work either in radio, television, print or the digital business. Those attending local trade schools with a focus on broadcasting are also welcome to participate. You must be able to take care of your own transportation and/or lodging.
This is a contest I enjoy running. We’ve had great participation during our prior two shows in New York City but haven’t done it before on the west coast. I’m hoping it’s helpful to California students and look forward to hearing from many of them during the next month.
For students who live out of state and wish to attend or those enrolled at local universities who enter the contest but aren’t lucky enough to win one of the ten free tickets from Steve Kamer Voiceovers, we are introducing a special two-day college ticket for just $124.99. You must provide proof that you’re currently in school to take advantage of the offer. This ticket gives you access to all of our sessions inside the Founders Club. College tickets will be limited to forty (40) seats so take advantage of the opportunity before it expires.
The 2023 BSM Summit will feature award ceremonies with Emmis Communication CEO Jeff Smulyan and legendary WFAN program director Mark Chernoff, sessions with influential on-air talent such as Colin Cowherd, Jim Rome, Joy Taylor, and Mina Kimes, big picture business conversations with executives from groups such as Audacy, iHeart, Bonneville, Good Karma Brands, Barstool, The Volume, Omaha Productions and more. For details on tickets and hotel rooms visit BSMsummit.com.
I look forward to seeing you in March in Los Angeles!

Jason Barrett is the owner and operator of Barrett Sports Media. Prior to launching BSM he served as a sports radio programmer, launching brands such as 95.7 The Game in San Francisco and 101 ESPN in St. Louis. He has also produced national shows for ESPN Radio including GameNight and the Dan Patrick Show. You can find him on Twitter @SportsRadioPD or reach him by email at JBarrett@sportsradiopd.com.