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Another 10 Talents You May Not Know, But Should!

Jason Barrett

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One of the rewarding parts of being a sports radio strategist and consultant, is having the time to observe different brands, markets and individuals. Finding the next diamond in the rough or highlighting the work of a talent who makes an impact in their region yet may not earn national attention based on their geographic location is something I enjoy doing.

Last year I scoured the nation listening to numerous sports radio brands and profiled 15 on-air talents who I thought were worthy of some additional exposure. There are hundreds of stations and on-air hosts occupying air time each day who I could easily draw attention to, but the goal with this annual column is to identify a few personalities who you might not be familiar with and explain what they do well, and why they are worthy of your time.

One thing I’ve learned since leaving the day to day grind inside of a radio station is how subjective this business is. Program directors, corporate executives, and on-air hosts have very different beliefs in what qualifies as “good radio”, and what may be appealing to me, may not be as interesting to someone else. The one difference is that I have this online forum to present my views, whereas many conversations of this magnitude are often discussed privately inside the walls of each radio station.

When it comes to the sports format, audiences know who the heavy hitters are. That’s due either to reputation, press coverage, market size or national platforms. Many of these hosts, whether it’s Colin Cowherd, Jim Rome, Mike and Mike, or Mike Francesa, deserve the attention because they not only perform on major outlets, but they bring a unique style and tremendous skill to the airwaves, which is essential in delivering positive results for their employers.

As you familiarize yourself with some of the individuals I profiled, I remind you that this column isn’t designed to suggest that they are better or stronger performers than those they compete against. These selections also aren’t influenced by any broadcast company. It’s simply a subjective exercise in recognizing a few people who I feel bring different qualities to the airwaves each day, and use those skills to connect with their listeners. Some of them I have previous familiarity with, others I’ve grown to enjoy and appreciate after listening to them perform in recent weeks and months.

When you tune into a sports radio station, it’s usually because you want to be entertained, informed, and emotionally moved. Some shows build their presentation around strong opinions and uncomfortable positions. Others use self-deprecation and humor. The rest may rely on smart analysis, relatable storytelling or a unique attribute that can’t be duplicated by anyone else. In each case, authenticity, relatability, content selection and a willingness to share one’s life on the air comes into play. Those are common threads in the success of most sports talk shows.

In listening to the 10 on-air personalities I’ve highlighted in this column, they possess many of those qualities. I encourage you to give them a listen when time allows to see if they suit your listening tastes too. Most of them provide fifteen to twenty hours of on-air content each week, and their ability to be the sports fan’s companion and tug on their emotions each day are a big reason why they’re enjoying success.

mdr-babchikcohenMike Babchik – SiriusXM Mad Dog Sports Radio – He may not be the headline act on Mad Dog Sports Radio, but make no mistake about it, Mike Babchik is one of the most interesting and important personalities on the channel. He’s the train that’s gone off the track, lost it’s brakes, and you can’t help but watch to see where it ends up.

On a daily basis, you’ll discover that Babchik is a combination of funny, crazy, unafraid, and unfiltered. Everything in his life is fair game for the radio show. What I especially enjoy is how well the show connects to things that are topical and buzzworthy.

For example, the day after Draymond Green kicked Steven Adams in the groin during the Western Conference Finals, Babchik took a kick to the jewels on-air from update anchor Maria Marino. The morning after Laremy Tunsil and Ken Bone became the talk of the nation, the show was not only discussing it, but viral tweets were going out showing Babchik in a red sweater and the Tunsil gas mask.

During other shows, Babchik has been spanked by his personal trainer, shown off his underwhelming physique for attractive in-studio female guests, and shared the embarrassment of being crapped on by a bird. The best praise I can give the show is that it doesn’t matter if you listen in February, the dog days of summer, or on a Monday after the first NFL weekend, when the light goes on, Mike and his partner Evan Cohen are going to have fun and entertain you.

If you’re tuning into “The Morning Men” on SiriusXM’s Mad Dog Sports Radio, and expecting a hardcore sports conversation though, prepare to be disappointed. That’s not what they do. This is a morning show that blends sports, lifestyle, and real life events, while making their callers feel like they’re part of the family. They’ve even branded their hardcore fans as “FALS”, a term they adopted after Chris Russo uttered the word accidentally when attempting to refer to a caller as a pal.

One of Babchik’s other strong skills is the way he uses social media. He shares his most vulnerable moments with the audience and does a great job of being interactive, including retweeting their feedback. The show also films a number of funny short videos, most of them revolving around Babchik or something topical. For example, the day after David Ross homered for the Cubs in the World Series and celebrated by giving his teammates a cup bump, Babchik produced a quick video of what the post-show celebration would be like if the Morning Men adopted the same strategy.

In a nutshell, Mike Babchik is an entertainer. Nothing on-air or on social is off limits or too serious for him. But when he and Evan Cohen team up to host their show, the audience is going to be treated to a whole lot of laughter and disorganized chaos. That’s the secret sauce that makes “The Morning Men” a great listen and the type of show you want to start your day with. To hear the show click here.

bradthompsonBrad Thompson – 101 ESPN, St. Louis, MO – When athletes make the initial conversion to the broadcast business, they’re often utilized in a reactors role. They’re encouraged to share clubhouse stories, on the field experiences, and focus on the sport they’ve played. Many avoid venturing into discussions on other sports due to a lack of depth in those other areas.

In Brad’s case, he’s an exception. When you listen to him weekday afternoons on 101 ESPN, you hear a ton of energy, smart informed analysis, an ability to laugh and bust balls with his partner Randy Karraker, and it doesn’t matter if the conversation revolves around the St. Louis Cardinals (his former team) or the NFL, NHL or a mainstream national story. Regardless of the conversation, he’s invested in it. In many cases, he becomes an even better listen when the topic is not built around St. Louis baseball.

What impresses me even more is that Brad has also learned how to drive a show. Randy has been one of the market’s best drivers of a talk show for the past few decades. His clock management, interviewing, teasing, and topic setting are strong, and Brad has paid close attention because when Randy misses a day or takes a vacation, the show doesn’t miss a beat with Brad in the driver’s chair. That’s rare. In many cases, station’s have a glaring hole when a lead host is out and the number two guy has to move up to the number one position.

When I first heard Brad drive the show I thought it might impact his ability to provide analysis and opinion, the traits which he’s best known for. But to his credit, he’s learned how to use his positions to spark conversation and given his credibility as a former player, and his comfortability with sharing an opinion and providing evidence to support it, he’s become a destination listen for St. Louis sports fans during the afternoon commute home from work.

As of last check, the Fast Lane (101 ESPN’s afternoon show), was the highest rated spoken word program in the market. Listeners have responded favorably to Brad and Randy, and program director Chris “Hoss” Neupert has done an excellent job by surrounding them with a good cast, and giving them the freedom to explore new territory and challenge themselves as on-air personalities. To hear the show click here.

sparkySteve “Sparky” Fifer – 105.7 The Fan, Milwaukee, WI – He’s been described as an igniter, and in observing “The Big Show” on 105.7 The Fan in Milwaukee, that description perfectly suits him. “Sparky” as listeners know him, is outspoken and firm in his beliefs, and his connection to the local market, combined with his energy, opinions, and willingness to tackle all subjects is what helps drive a lot of the conversation between himself, former Packer and Badger Gary Ellerson, and Ramie Makhlouf. Former Packer Leroy Butler also joins the mix a few times per week.

What I enjoy most about Steve’s presentation is his ability to deliver strong informed opinions. He doesn’t say things just to make the audience react. He thinks out his positions, explains them concisely and uses examples to validate his stances. Ellerson and Makhlouf aren’t afraid to challenge him, and their on-air show position of “keeping it 100” means that regardless of how they feel, they’re committed to being real, honest, and open to tackle any topic, regardless of its comfort level.

Most of the conversations on the show revolve around local or national subjects that are of importance to Milwaukee sports fans. While football dominates much of the fall discussion, Steve’s passion for the Milwaukee Bucks also is on display from time to time. As of last check, the ratings for Steve’s show were a full point higher year to year, and ahead of other spoken word stations in the market, including both sports stations and the powerful news talker WTMJ.

Collectively, The Big Show has a full sound. But what makes it work is the chemistry, comfortability and passionate discussions that take place between the group. In many instances, the spark that ignites the room comes from Steve, and when a host has an ability to cut through the clutter and penetrate the mind of a listener with strong provoking commentaries, that’s a quality you can’t teach. To get a feel for Sparky and his contributions to The Big Show on The Fan in Milwaukee, click here to listen.

rosenbergPeter Rosenberg – 98.7 ESPN NY, New York, NY – When I first learned that Peter would be joining the Michael Kay Show on 98.7FM ESPN NY I applauded the station for taking a risk. I enjoyed listening to Michael Kay and Don LaGreca but recognized that a younger perspective with some bite and personality could add a new dimension to the program.

Not many on-air personalities with a track record of success on a hip-hop station make a successful transition to a sports talk show, especially one which includes a talent like Kay who was already established and well respected. It’s also difficult to develop chemistry when you’re joining a show that’s been in existence for over a decade, and offers a strong two-man nucleus.

To Rosenberg’s credit, he found his niche, and has become an attraction to the show. I compare it to a new character joining an already successful TV show (EX: Negan joining the Walking Dead). His success on the show is also a testament to Kay and LaGreca, who kept an open mind, welcomed his arrival, and worked hard to find a new energy for their program.

What I enjoy about Peter is that he’s a natural ball buster. His energy, snarkiness, cockiness, and comfortability with sharing his opinions, often generate good reactions out of Kay and LaGreca. If he flubs on the air, it gets addressed and often becomes funny. If he delivers a strong take, Kay and LaGreca pounce on it. He’s also not afraid to call them out either. As a trio they share different styles and views, but they present themselves as a family that you want to be part of.

One particular quality that helps Rosenberg stand out, especially with younger listeners, is that he’s relatable, funny, and sees the world through their eyes. His ENN (Evening Nightly News) segment has become a staple of the show, and because of his passion for professional wrestling (Rosenberg also hosts a popular podcast called “Cheap Heat”) it’s gotten the program to explore new territory that it may not have in year’s past. One specific example that jumps to mind is when Shane McMahon of the WWE appeared on the Kay show the day after he returned to Monday Night Raw after a seven year hiatus.

It’s no coincidence that since Rosenberg arrived on the show, the response among Men 18-34 has spiked significantly. The show has even beaten Mike Francesa head to head in that demographic, something that didn’t happen in the past. That’s a credit to all three hosts working together to find their collective voice, develop their timing, forming chemistry, and presenting a fun and informative program that’s different in approach from what New Yorkers are treated to elsewhere on the dial. To hear Peter’s contributions to the Michael Kay Show click here.

childersChris Childers – SiriusXM College Sports Nation – When I think of the term “smile with your voice”, I can’t help but think of Chris. Although he can certainly have his moments on the air when he’s being analytical or offering a strong opinion, he also has a natural enthusiasm and genuine love for hosting a sports talk show. His charisma, energy, and joy for talking about sports topics is hard to ignore.

Paired daily with former college football head coach Rick Neuhiesel, Chris does a great job running point on SiriusXM College Sports Nation’s “The Full Ride”. He speaks from a fan’s point of view and understands and embraces his role on the show. He knows that he represents the voice of the fan when sharing opinions and talking to newsmakers from the world of college sports, but also has the responsibility of pulling out quality information, analysis and opinion from Coach Neuheisel, which is important given the experience he’s gained from years of leading multiple college sports programs.

Equally as impressive is Chris’ commitment to the craft of hosting. He tries to frame his topics and make them easy to play along with. He puts work into his teasing and interviewing, listens and follows up off of audio cuts and production, and dives into topics with a serious purpose but also recognizes when a moment has entertainment value and is willing to let it happen.

As an example, two weeks ago after the show bumped in with a song about the Bayou, which was being used to set up a discussion on whether or not Ed Orgeron deserved strong consideration to become the permanent head coach for LSU, Childers said that if Gumbo had a voice, it would sound like the guy singing the song. It was not only a fitting comment but it lightened the mood for a minute before the conversation turned serious about LSU’s future leadership.

Chris and Coach Neuheisel offer different life experience and perspectives, and their contrasting styles naturally make their conversations more interesting. If you haven’t had an opportunity to hear their show and enjoy listening to sports talk built around college sports, I recommend checking them out. You can hear a sample of their program by clicking here.

jaredJared Stillman – 102.5 The Game, Nashville, TN – When you draw the ire of many of the market’s local talents, it’s usually because you’ve tapped into something. In Jared Stillman’s case, he has a ton to say, and it isn’t often comfortable or popular, but it’s what makes him unique to Nashville sports listeners.

Every market has a villain, but not every talent is comfortable in that position. In listening from afar, Stillman seems at peace with his presentation and style, and it’s served him well, helping him make the transition from hosting middays solo on 102.5 The Game, to now teaming up with former Titans GM Floyd Reese in afternoon drive.

Some local folks who I’ve talked to have compared Stillman’s style to a Nashville version of Colin Cowherd. He uses analogies to shape some of his opinions. He welcomes conflict and doesn’t mind being the most unpopular man in the room. And despite being a homegrown talent, he speaks his mind and doesn’t drink the local Kool-Aid even if it might help him generate a few more fans.

As a broadcaster I can appreciate that skillset. Sports radio is a business that’s driven largely by strong opinion, supported evidence, and an ability to strike an emotional chord with an audience. Stillman checks many of those boxes. He may not be invited over to every local host and listener’s home for a Christmas party, but when the group gets together, it won’t be a surprise if the first words uttered are “can you believe what Stillman said today”. To hear Jared’s show click here.

richohrnberger2Rich Ohrnberger – XTRA Sports 1360, San Diego, CA – Six years of NFL experience prepares most players to speak from an expert point of view on the sport they played professionally, but in Rich’s case there’s so much more to his daily performance. After being added to middays alongside radio veteran Mark Willard, the two men have not only formed immediate chemistry, but Ohrnberger’s natural personality has come to life. The show has been in existence for only 4+ months but it sounds like it’s been together for a lot longer.

On most days, you’re likely to be served a heavy dose of self-deprecation and laughter. The former Offensive Lineman and Willard strike the right balance in knowing when to extend the content and when to pull it back. I’ve listened to recent examples of Ohrnberger ad libbing his way into proclaiming himself as the “host with the most”, which then turned into a great back and forth good natured ribbing between the morning and midday shows. I’ve also heard Willard and Ohrnberger spontaneously roleplay as members of the Joey Bosa mob family, which was also great on-air content. That’s in addition to the serious conversations the two men have about the San Diego Chargers and other topical sports subjects which are also excellent.

Considering his playing experience, you’d expect Ohrnberger to speak intelligently and passionately on the NFL. He’s a good storyteller, who is open with his personal and professional life, and isn’t afraid to ruffle a few feathers with his opinions. But while all of those traits are part of his presentation, it’s his large personality and sense of humor that makes him a required daily listen.

At just thirty years old, Rich is relatively new to the sports radio world. He has a ton of upside and has already hit the ground running, but also has plenty of room to grow. What I noticed immediately is how comfortable he is on the air, regardless of the subject. He’s got great energy, an infectious attitude, and quick wit. Those are natural skills that most personalities need to be successful. I also like how he shapes and supports his positions and delivers them in a confident and precise manner. That tells me that he’s putting time into his preparation. But rather than take my word for it, click here and take a listen for yourself.

drewhoffar2Drew Hoffar – KNBR 1050, San Francisco, CA – There are some voices you listen to that you instantly gravitate to or wish you could duplicate. For example, when sports radio fans hear Paul Turner on CBS Sports stations, his sound instantly grabs you. Well in Drew Hoffar’s case, he’s been blessed with a set of pipes that most personalities in their early thirties would kill for.

Although his voice jumps through the speakers, it’s the personality that goes with it that makes Hoffar a rising star in this format. He delivers his opinions with conviction and passion. He busts balls in a way that instantly gets your attention, and he utilizes descriptive and colorful vocabulary that sticks in the head of an audience (one of his old classic lines was “They’re going loco for Coco at Oco).

But while those are natural traits that he’s always possessed, it’s his maturation of growing into his the position as lead host of “The Audible” on KNBR 1050 that is making the biggest difference. His chemistry with on-air partners Kevin Frandsen (former MLB player) and Rudy Ortiz (Bay Area comedian) has been instant. I also hear a growing confidence in trusting his content decision making, and he’s searching for ways to get the group involved, rather than worrying about his own strengths and insecurities. That growth should not only give Hoffar reason to feel encouraged, but it should have folks at Cumulus San Francisco very optimistic about his future potential.

One area that I’ve especially been impressed with since Hoffar made the conversion from being a FT update anchor and PT host to the leader of KNBR 1050’s morning show is how he’s introduced lifestyle discussion into the daily plan. The show has the ability to debate and discuss sports topics, but it’s their ability to talk about movies, relationship issues, and real life experiences that makes them relatable to local listeners. To get familiar with Drew and his show The Audible, click here to listen.

dannyoneillDanny O’Neill – 710 ESPN, Seattle, WA – Running point on a three man show can be challenging but Danny makes it sound easy each day on the Seattle airwaves. He has a great sense of what’s relevant to the local audience, which is reflected in the show’s heavy focus on NFL and College Football conversation, and is an exceptional listener who’s focused on setting up his teammates and putting the group in position to succeed, rather than satisfying his own ego.

Another strength of Danny’s is his timing. He keeps the pace of the show moving and has a knack for knowing when to advance a conversation or stick with a subject that has deeper content potential. His positive and engaging demeanor is well received by his partners, and there’s a sense from listening that the boys in the room trust his decision making, and know that they’ll be consistently put in position to inform and entertain the audience.

If you tune into “Danny, Dave and Moore” on 710 ESPN Seattle, one thing that probably goes unnoticed by the audience, but is necessary for any good show to enjoy success, is solid execution of the show’s formatics, which Danny does well. He resets, teases, keeps the show’s benchmarks on track, and while those little things may not stand out as much as a brain jarring opinion, they often make a big difference on a talk show’s results.

If a Seattle sports radio listener driving home from work puts on Danny’s afternoon show, they’re likely to hear a good blend of laughs, information, opinion and locally focused content. That combination is a solid formula for success. To hear Danny, Dave and Moore, click here.

lzLance Zierlein – SportsTalk 790, Houston, TX – I’ve long admired Lance’s work because he has an ability to make you think, react and laugh. Each day on his morning show “The Proper Gentlemen of Sports” where he works opposite Matt Thomas, Houston sports fans are treated to a blend of local sports topics, real life discussions, strong informed opinions, and spontaneous laughter.

From a content standpoint, the show places a strong emphasis on NFL conversation. Lance comes from a football family so it’s a sport he has natural interest in. He presents himself in an authoritative manner, and his preparation outside of the show and connections inside the game contribute to his ability to be seen as an informed source and opinion leader. One thing Lance is notorious for is watching a ton of football film. He shares his findings with his audience regularly, and the extra time he invests in studying players has earned him additional exposure on NFL.com and the NFL Network.

In addition to the serious side of his presentation, Lance is also gifted at creating characters. His Phillip Rivers, Stephen A. Smith and Jon Gruden, and original characters Bernie “The Wolf” Wolfson and SEC Guy Karol Kenton Kogslotter are laugh out loud funny. When introduced into a show, they’re impossible to turn off. He nails the cadence and personality of each person he imitates, yet brings a new dimension to each character which leaves you scratching your head and contemplating “is that really him”?

Although he’s been a mainstay on the Houston airwaves for the past two decades, Lance’s profile isn’t as familiar to industry folks outside of his market. However, it’s certainly not due to a lack of talent. He’s well rounded, opinionated, funny, and spontaneous, and those are the type of qualities most stations look for in a morning drive personality.

To hear his morning show on SportsTalk 790 click here. You can also watch a sample of one of his characters (SEC Guy) by clicking here.

OTHER HOSTS WORTH CHECKING OUT:

  • Mike Taylor – The Ticket 760, San Antonio, TX
  • Andrew Walker – 590 The Fan, Toronto, ON
  • Brett Kane – 93.7 The Ticket, Lincoln, NE
  • Mike Evans – 104.3 The Fan, Denver, CO
  • Joe Raineri – 640 Sports, Miami, FL
  • Andi Petrillo – TSN 1050, Toronto, ON
  • Zach Gelb – 920 The Jersey, Trenton, NJ
  • Beanie Wells – 97.1 The Fan, Columbus, OH
  • Josh Cohen – ESPN 106.3, West Palm Beach, FL
  • Nick Cattles – ESPN Radio 94.1, Virginia Beach, VA

Barrett Blogs

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.”

Jason Barrett

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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.

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Barrett Blogs

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.”

Jason Barrett

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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.

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Would Local Radio Benefit From Hosting An Annual Upfront?

Jason Barrett

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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.

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