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How Rachel Maddow Blew Her Golden Opportunity

Jason Barrett

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On Tuesday night, Rachel Maddow of MSNBC had the entire world eating out of the palm of her hand. Except she forgot the most important item – the food.

Time and time again it’s been proven that Americans are suckers for hype. Networks and their on-air stars grace our airwaves and social media platforms, and tell us that they have something big, and immediately we start sharing, speculating and debating it with our friends, family and co-workers, working ourselves up into a frenzy prior to the big reveal.

But getting an audience to tune in one time for your content isn’t difficult. If you have something unique, and promote it effectively, people will stop by to see what all the buzz is about. The real challenge is delivering on what you promised when they show up, and rewarding them with a positive experience so they consider becoming repeat customers of your program.

If a restaurant in your neighborhood runs commercials and places signs in their windows hyping up that they have the best steak in town, you might consider eating there. But if you enter the establishment, and the wait staff ignores your table for a half an hour, and the steak they present is cold and tough to devour, then it’s unlikely you’ll return for a second visit.

This is what happened to Rachel Maddow on Tuesday night. She provided poor customer service, and a cold steak that few enjoyed eating.

I didn’t take the bait when I saw MSNBC touting they had Donald Trump’s tax return from 2005, because my immediate reaction was that the material was 12 years old (way before he entered politics, and the equivalent of three presidential terms ago), and I didn’t expect MSNBC to provide a fair and balanced discussion on the subject since they lean left. If the same situation unfolded and a democrat was president, I wouldn’t have turned to FOX News, because they do the same exact thing, except they serve the right side of the audience.

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But when I saw my Twitter timeline begin to fill with emotional responses from many throughout the sports media, I became intrigued. The general consensus was that Maddow had promised something big, viewers tuned in for it, and were then strung along for a while before she provided a payoff, which was less than spectacular.

I then recorded the show to watch it afterwards because I was curious if she made the same tactical mistakes that ESPN did when they trotted out Jim Gray for the LeBron James special. If you remember that failed production, viewers (especially those in Cleveland) were put through an exhausting couple of segments, listening to LeBron talk about the ups and downs of his previous season, and his connection to the Boys and Girls club, only to learn at the end that he was leaving his hometown team to join the Miami Heat.

Although “The Decision” was awful, it did provide a big payoff. LeBron announced he was leaving the Cavaliers, and cameras captured immediate footage from Cleveland where people were visibly upset. Maddow on the other hand not only executed her show using the same failed playbook, but her grand finale was the equivalent of LeBron telling Jim Gray he still hadn’t made a decision on his future.

Rule number one if you’re a talk show host, never promise the audience red meat if you don’t have it. When you build your content around the President of the United States, a man who many will passionately defend or go to extremes to have impeached, and you tell the world you have exclusive information that’s going to interest them, you can’t then show up with only two pages of a tax return, one which shows that he paid a higher percentage of taxes than other presidents and candidates, and close to forty million dollars. That makes people angry.

Rule number two, if you have the smoking gun, and have convinced the world to stop by to hear about the evidence on your show, do not make the critical mistake of making the audience wait to try and gain one or two quarter hours of ratings credit. You might win this particular night, but you’ll never win another one. Word gets around quickly that you promise a lot, but deliver a little.

I saw a few of my industry friends on Twitter debating this issue Tuesday night, and I understood their points about Maddow playing the TV game to help her numbers. A few folks mentioned that she did her job to get people to tune in. Others commented that she created conversation about the show and was trending on Twitter because of her approach in making the audience wait.

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There’s some truth in those commentaries, except there’s one critical point missing – she was already going to have a big ratings night because of the claim of having exclusive information on the President.

When you have the world’s attention, the way Maddow did on Tuesday night, you can’t afford to toy with the audience. Maddow chose to start her program with an extended twenty minute monologue, followed by a commercial break. She assumed that because she had information that nobody else did, that she could hold onto it for an extended period of time. But by operating that way, she not only pissed off the audience, but they were out for blood as soon as it was discovered that her evidence didn’t match up to the hype.

This is why people rejected ESPN for “The Decision”. It’s the same reason sports fans became upset with last year’s CBS Selection Sunday show. There are times when you play the quarter hour game, but not when you’re handed crucial information that the world is turning to you to learn about it.

When an opportunity of this magnitude lands on your plate, you have a simple job to do. Set up the story by providing insight on how you gained the information, and then provide the payoff. The sooner the audience gets it, the better, and the more satisfied they will be. You can add your analysis, post-monologue, guests, and other show elements afterwards.

Rachel Maddow’s biggest mistake on Tuesday night was that she thought more about her ratings, rather than the the people who actually provide those ratings spikes. When you execute that way, you lose every time. I’m sure MSNBC will see a boost in Maddow’s Tuesday night’s numbers. But that’s only one night. If the audience doesn’t return Wednesday, Thursday and beyond, then that tells you a huge opportunity was wasted.

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Maddow can take solace in the fact that she was able to deliver her commentaries on Donald Trump to a large number of new viewers who might not have been familiar with her show or style. But turning those casual viewers into repeat customers was tossed out the window when she held on to the evidence too long, and then failed to produce material that would make the wait worthwhile.

On a normal night, she can execute a show that’s built for quarter hour viewing. The structure may involve a monologue in the first segment, a second topic or extension of the first topic in segment 2, and then a guest to offer analysis and opinion in the third segment. That plan makes sense most times.

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But these situations follow a different set of rules, and require a different strategy.

If Barry Bonds agreed to come on your program and admit to the world that he used steroids, you wouldn’t wait 7 or 8 questions into the interview to ask him. If you did, the audience would turn on you. If you possessed a photograph proving that O.J. Simpson did in fact murder his ex-wife Nicole, you wouldn’t wait 20-30 minutes to show it, otherwise you’d earn the wrath of the audience.

In each of those examples, when you proclaim to have something exclusive, that will warrant the entire nation’s attention, it better be strong, and it better be delivered immediately. Rachel Maddow missed on both fronts.

Which is why the world is now talking about her failed performance, rather than the President’s taxes, something nobody could have believed was possible 48 hours ago. But when you ignore the audience’s demands for the betterment of your ratings, it carries lasting consequences. Rachel Maddow is now fully aware.

Barrett Blogs

BSM’s Black Friday SALE on BSM Summit Tickets is Underway!

Jason Barrett

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Each year I’m asked if there are ways to save money on tickets to the 2023 BSM Summit. I always answer yes but not everyone takes advantage of it. For those interested in doing so, here’s your shot.

For TODAY ONLY, individual tickets to the 2023 BSM Summit are reduced by $50.00. Two ticket and four ticket packages are also lowered at $50 per ticket. To secure your seat at a discounted price, just log on to BSMSummit.com. This sale ends tonight at 11:59pm ET.

If you’re flying to Los Angeles for the event, be sure to reserve your hotel room. Our hotel partner this year is the USC Hotel. It’s walking distance of our venue. Full details on hotel rooms can also be found via the conference website.

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Barrett Blogs

Mina Kimes, Bruce Gilbert, Mitch Rosen, and Stacey Kauffman Join the 2023 BSM Summit

“By the time we get to March, we should have somewhere between 40-60 participants involved in the conference.”

Jason Barrett

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The 2023 BSM Summit is returning to Los Angeles on March 21-22, 2023, live from the Founders Club at the Galen Center at the campus of the University of Southern California. Information on tickets and hotel rooms can be found at BSMSummit.com.

We’ve previously announced sixteen participants for our upcoming show, and I’m excited today to confirm the additions of four more more smart, successful professionals to be part of the event. Before I do that, I’d like to thank The Volume for signing on as our Badge sponsor, the Motor Racing Network for securing the gift bag sponsorship, and Bonneville International for coming on board as a Session sponsor. We do have some opportunities available but things are moving fast this year, so if you’re interested in being involved, email Stephanie Eads at Sales@BarrettSportsMedia.com.

Now let’s talk about a few of the speaker additions for the show.

First, I am thrilled to welcome ESPN’s Mina Kimes to the Summit for her first appearance. Mina and I had the pleasure recently of connecting on a podcast (go listen to it) and I’ve been a fan of her work for years. Her intellect, wit, football acumen, and likeability have served her well on television, podcasts, and in print. She’s excelled as an analyst on NFL Live and Rams preseason football games, as a former host of the ESPN Daily podcast, and her appearances on Around The Horn and previously on Highly Questionable and the Dan Le Batard Show were always entertaining. I’m looking forward to having Mina join FS1’s Joy Taylor and ESPN LA 710 PD Amanda Brown for an insightful conversation about the industry.

Next is another newcomer. I’m looking forward to having Audacy San Francisco and Sacramento Regional Vice President Stacey Kauffman in the building for our 2023 show. In addition to overseeing a number of music brands, Stacey also oversees a dominant news/talk outlet, and two sports radio brands. Among them are my former station 95.7 The Game in San Francisco, and ESPN 1320 in Sacramento. I’m looking forward to having her participate in our GM panel with Good Karma’s Sam Pines, iHeart’s Don Martin, and led by Bonneville’s Executive Vice President Scott Sutherland.

From there, it’s time to welcome back two of the sharpest sports radio minds in the business. Bruce Gilbert is the SVP of Sports for Westwood One and Cumulus Media. He’s seen and done it all on the local and national level and anytime he’s in the room to share his programming knowledge with attendees, everyone leaves the room smarter. I’m anticipating another great conversation on the state of sports radio, which FOX Sports Radio VP of programming Scott Shapiro will be a part of.

Another student of the game and one of the top programmers in the format today is 670 The Score in Chicago PD, Mitch Rosen. The former Mark Chernoff Award recipient and recently appointed VP of the BetQL Network juggles managing a top 3 market sports brand while being charged with moving an emerging sports betting network forward. Count on Mr. Rosen to offer his insights and opinions during another of our branding and programming discussions.

By the time we get to March, we should have somewhere between 40-60 participants involved in the conference. My focus now is on finalizing our business and digital sessions, research, tech and sports betting panels, securing our locations and sponsorships for the After Party and Kickoff Party, plus working out the details for a few high-profile executive appearances and a couple of surprises.

For those looking to attend and save a few dollars on tickets, we’ll be holding a special Black Friday Sale this Friday November 25th. Just log on to BSMSummit.com that day to save $50 on individual tickets. In addition, thanks to the generosity of voice talent extraordinaire Steve Kamer, we’ll be giving away 10 tickets leading up to the conference. Stay tuned for details on the giveaway in the months ahead.

Still to come is an announcement about our special ticket rate for college students looking to attend the show and learn. We also do an annual contest for college kids to attend the event for free which I’m hoping to have ready in the next few weeks. It’s also likely we’ll give away a few tickets to industry professionals leading up to Christmas, so keep an eye out.

If you work in the sports media industry and value making connections, celebrating those who create an impact, and learning about the business from folks who have experienced success, failure, and everything in between, the Summit is worth your time. I’m excited to have Mina, Bruce, Mitch and Stacey join us for the show, and look forward to spending a few days with the industry’s best and brightest this March! Hope to see you there.

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Barrett Blogs

Barrett Media is Making Changes To Better Serve Our Sports and News Media Readers

“We had the right plan of attack in 2020, but poor timing. So we’re learning from the past and adjusting for the future.”

Jason Barrett

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When I launched this website all I wanted to do was share news, insight and stories about broadcasters and brands. My love, passion and respect for this business is strong, and I know many of you reading this feel similar. I spent two great decades in radio watching how little attention was paid to those who played a big part in their audiences lives. The occasional clickbait story and contract drama would find their way into the newspapers but rarely did you learn about the twists and turns of a broadcaster’s career, their approach to content or the tactics and strategies needed to succeed in the industry. When personal reasons led me home to NY in 2015, I decided I was going to try my best to change that.

Since launching this brand, we’ve done a good job informing and entertaining media industry professionals, while also helping consulting clients and advertising partners improve their businesses. We’ve earned respect from the industry’s top stars, programming minds and mainstream media outlets, growing traffic from 50K per month to 500K and monthly social impressions from a few thousand to a few million. Along the way we’ve added conferences, rankings, podcasts, a member directory, and as I’ve said before, this is the best and most important work I’ve ever done, and I’m not interested in doing anything else.

If I’ve learned anything over seven years of operating a digital content company it’s that you need skill, strategy, passion, differentiating content, and good people to create impact. You also need luck, support, curiosity and an understanding of when to double down, cut bait or pivot. It’s why I added Stephanie Eads as our Director of Sales and hired additional editors, columnists and features reporters earlier this year. To run a brand like ours properly, time and investment are needed. We’ve consistently grown and continue to invest in our future, and it’s my hope that more groups will recognize the value we provide, and give greater consideration to marketing with us in the future.

But with growth comes challenges. Sometimes you can have the right idea but bad timing. I learned that when we launched Barrett News Media.

We introduced BNM in September 2020, two months before the election when emotions were high and COVID was a daily discussion. I wasn’t comfortable then of blending BNM and BSM content because I knew we’d built a trusted sports media resource, and I didn’t want to shrink one audience while trying to grow another. Given how personal the election and COVID became for folks, I knew the content mix would look and feel awkward on our site.

So we made the decision to start BNM with its own website. We ran the two brands independently and had the right plan of attack, but discovered that our timing wasn’t great.

The first nine months readership was light, which I expected since we were new and trying to build an audience from scratch. I believed in the long-term mission, which was why I stuck with it through all of the growing pains, but I also felt a responsibility to make sure our BNM writing team and the advertising partners we forged relationships with were being seen by as many people as possible. We continued with the original plan until May 2021 when after a number of back and forth debates, I finally agreed to merge the two sites. I figured if WFAN could thrive with Imus in the Morning and Mike and the Mad Dog in the afternoon, and the NY Times, LA Times, KOA, KMOX and numerous other newspaper and radio brands could find a way to blend sports and news/talk, then so could we.

And it worked.

We dove in and started to showcase both formats, building social channels and groups for each, growing newsletter databases, and with the addition of a few top notch writers, BNM began making bigger strides. Now featured under the BSM roof, the site looked bigger, the supply of daily content became massive, and our people were enjoying the increased attention.

Except now we had other issues. Too many stories meant many weren’t being read and more mistakes were slipping through the cracks. None of our crew strive to misspell a word or write a sloppy headline but when the staff and workload doubles and you’re trying to focus on two different formats, things can get missed. Hey, we’re all human.

Then a few other things happened that forced a larger discussion with my editors.

First, I thought about how much original material we were creating for BSM from our podcast network, Summit, Countdown to Coverage series, Meet the Market Managers, BSM Top 20, and began to ask myself ‘if we’re doing all of this for sports readers, what does that tell folks who read us for news?’ We then ran a survey to learn what people valued about our brand and though most of the feedback was excellent, I saw how strong the response was to our sports content, and how news had grown but felt second fiddle to those offering feedback.

Then, Andy Bloom wrote an interesting column explaining why radio hosts would be wise to stop talking about Donald Trump. It was the type of piece that should’ve been front and center on a news site all day but with 3 featured slots on the site and 7 original columns coming in that day, they couldn’t all be highlighted the way they sometimes should be. We’re actually going through that again today. That said, Andy’s column cut through. A few sports media folks didn’t like seeing it on the site, which wasn’t a surprise since Trump is a polarizing personality, but the content resonated well with the news/talk crowd.

National talk radio host Mike Gallagher was among the folks to see Andy’s piece, and he spent time on his show talking about the column. Mike’s segment was excellent, and when he referenced the article, he did the professional thing and credited our website – Barrett SPORTS Media. I was appreciative of Mike spending time on his program discussing our content but it was a reminder that we had news living under a sports roof and it deserved better than that.

I then read some of Pete Mundo, Doug Pucci and Rick Schultz’s columns and Jim Cryns’ features on Chris Ruddy, Phil Boyce, and David Santrella, and knew we were doing a lot of quality work but each time we produced stories, folks were reminded that it lived on a SPORTS site. I met a few folks who valued the site, recognized the increased focus we put on our news/talk coverage, and hoped we had plans to do more. Jim also received feedback along the lines of “good to see you guys finally in the news space, hope there’s more to come.”

Wanting to better understand our opportunities and challenges, I reviewed our workflow, looked at which content was hitting and missing the mark, thought about the increased relationships we’d worked hard to develop, and the short-term and long-term goals for BNM. I knew it was time to choose a path. Did I want to think short-term and keep everything under one roof to protect our current traffic and avoid disrupting people or was it smarter to look at the big picture and create a destination where news/talk media content could be prioritized rather than treated as BSM’s step-child?

Though I spent most of my career in sports media and established BSM first, it’s important to me to serve the news/talk media industry our very best. I want every news/talk executive, host, programmer, market manager, agent, producer, seller and advertiser to know this format matters to us. Hopefully you’ve seen that in the content we’ve created over the past two years. My goal is to deliver for news media professionals what we have for sports media folks and though that may be a tall order, we’re going to bust our asses to make it happen. To prove that this isn’t just lip service, here’s what we’re going to do.

Starting next Monday November 28th, we are relaunching BarrettNewsMedia.com. ALL new content produced by the BNM writing team will be available daily under that URL. For the first 70-days we will display news media columns from our BNM writers on both sites and support them with promotion across both of our brands social channels. The goal is to have the two sites running independent of each other by February 6, 2023.

Also starting on Monday November 28th, we will begin distributing the BNM Rundown newsletter 5 days per week. We’ve been sending out the Rundown every M-W-F since October 2021, but the time has come for us to send it out daily. With increased distribution comes two small adjustments. We will reduce our daily story count from 10 to 8 and make it a goal to deliver it to your inbox each day by 3pm ET. If you haven’t signed up to receive the Rundown, please do. You can click here to register. Be sure to scroll down past the 8@8 area.

Additionally, Barrett News Media is going to release its first edition of the BNM Top 20 of 2022. This will come out December 12-16 and 19-20. The category winners will be decided by more than 50 news/talk radio program directors and executives. Among the categories to be featured will be best Major/Mid Market Local morning, midday, and afternoon show, best Local News/Talk PD, best Local News/Talk Station, best National Talk Radio Show, and best Original Digital Show. The voting process with format decision makers begins today and will continue for two weeks. I’ve already got a number of people involved but if you work in an executive or programming role in the news/talk format and wish to be part of it, send an email to me at JBarrett@sportsradiopd.com.

We have one other big thing coming to Barrett News Media in 2023, which I will announce right after the BNM Top 20 on Wednesday December 21st. I’m sure news/talk professionals will like what we have planned but for now, it’ll have to be a month long tease. I promise though to pay it off.

Additionally, I’m always looking for industry folks who know and love the business and enjoy writing about it. If you’ve programmed, hosted, sold or reported in the news/talk world and have something to offer, email me. Also, if you’re a host, producer, programmer, executive, promotions or PR person and think something from your brand warrants coverage on our site, send it along. Most of what we write comes from listening to stations and digging across the web and social media. Receiving your press releases and getting a heads up on things you’re doing always helps.

If you’re a fan of BSM, this won’t affect you much. The only difference you’ll notice in the coming months is a gradual reduction of news media content on the BSM website and our social accounts sharing a little about both formats over the next two months until we’re officially split in February. We are also going to dabble a little more in marketing, research and tech content that serves both formats. If you’re a reader who enjoys both forms of our content, you’ll soon have BarrettSportsMedia.com for sports, and BarrettNewsMedia.com for news.

Our first two years in the news/talk space have been very productive but we’ve only scratched the surface. Starting November 28th, news takes center stage on BarrettNewsMedia.com and sports gets less crowded on BarrettSportsMedia.com. We had the right plan of attack in 2020, but poor timing. So we’re learning from the past and adjusting for the future. If we can count on you to remember two URL’s (add them to your bookmarks) and sign up for our newsletters, then you can count on us to continue delivering exceptional coverage of the industry you love. As always, thanks for the continued support. It makes everything we do worthwhile.

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