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Mike Francesa Reflects on Thirty Years in Sports Radio

Jason Barrett

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Mike Francesa

Thirty years in any business is a long time. In radio, it’s an eternity. For Mike Francesa, it’s never been about surviving corporate changes, the loss of a radio partner, increased competition or the rise of technology. It’s been about competing and being the very best. Anything less than “numbah 1” wasn’t good enough.

But despite three decades of ratings and revenue success, Mike will find himself in unfamiliar territory on December 16, 2017. That Saturday morning, the king of New York sports talk will wake up for the first time since 1987 as a man without a microphone and radio station.

It’s no secret that Francesa and WFAN are going in separate directions. Chris Carlin, Bart Scott and Maggie Gray have been tabbed by program director Mark Chernoff to lead the station forward in PM drive, a move which is under heavy scrutiny. Fans were hopeful after Craig Carton’s exit in September that WFAN executives and their longtime franchise player would find a way to extend their relationship but unfortunately nothing changed.

Whether you’ve been a Francesa fan or critic, his success and impact on the radio industry can’t be denied. His rise with Chris “Mad Dog” Russo to the top of the ratings in New York breathed life into the sports radio business during a very important time in the format’s infancy. Had Mike and the Mad Dog not produced results, who knows where the format would be today.

But it didn’t stop there. Russo left the show in August 2008, and rather than adding a partner, Francesa began performing as a solo act, delivering the same type of impact that he had for the prior 19 years. That success added to his legacy, and cemented his position on the Mount Rushmore of sports radio talk show hosts.

For most personalities, that would be enough, but Mike hasn’t reached the end of his broadcasting journey. In fact, he remains interested in continuing to work. Fans will have to live without hearing him during the upcoming winter months but come April, Francesa says he plans to sink his teeth into something new. What that will be and how often he’ll do it remains to be seen, but whatever he chooses, it’ll be on a different outlet than the one New York sports radio listeners have been accustomed to finding him on for the past three decades.

I had the pleasure of spending time with Mike in his office last week to reflect on his run with WFAN and examine a number of different areas of the radio business. As usual, he was candid and provided plenty to think about, two of the biggest reasons why he’s been one of the most successful sports radio personalities in our format’s history.

JB: How much have you allowed yourself to reflect and appreciate the process leading up to your final show?

blankMF: I’ve absolutely thought a lot about the show and the different moments that have happened throughout the years. Everywhere we’ve gone this year the crowd’s have been overwhelming. I thank the fans enormously. We’ve had the most loyal and consistent fans the past thirty years that you could ever even hope for and I’m very appreciative of that.

Leading up to the final show, in our business you spend a lot of time planning ahead. Right now I’d normally be looking to the Super Bowl, Spring Training and even April. You’re always trying to work 4-6 in advance but I haven’t done any of that so that’s very different from the normal course of business. There’s a finality to every part of it. As I’ve gone past each month, you check them off and realize there’s never going to be another September or October doing shows so from that standpoint I’ve tried to appreciate it and be a little more reflective.

JB: What are you going to miss most and least about the job?

blankMF: The least part of the job that I’ll miss is the traffic. It’s impossible getting around the city and it wears you down. It’s a couple of hours a day. Just brutal.

What I’ll miss most is the idea that there’s a big happening and I know the city is waiting for me at one o’clock. That’s been my life for thirty years. To know the city isn’t waiting for me anymore will be a big adjustment.

JB: Who would you put at the top of the list among your favorite guests from over the years?

MF: There were some guests who performed above the call of duty on the show. George Young was one. David Stern was another. They not only brought a great performance level but they brought this curmudgeonly playful attitude that made them great guests.

The one that got away was Joe DiMaggio. Dog and I tried very hard to get him on the show. We even got Ted Williams to ask for us. We just couldn’t get him.

JB: Which memorable moments from the show stand out the most?

blankMF: The day Dog left was an emotional one. Cherny fought me the whole day. I said I’m putting him on. He said no you’re not. I said he has a right to say goodbye. Mark said no he doesn’t. He’s out.

Back then they used to just take you off the air. They’ve learned their lesson and changed that stance thankfully. Look at me, right now I couldn’t be more of a lame duck. There’s a new company I’m not part of. There’s a new show already named. I feel like the President after election day. You have people just waiting to push you out of the office.

JB: When did you know the show was a success and had influence?

MF: I knew the show was a success when we got the first book. We were third after they had been eleventh. The second book we were first and life changed. They ripped up our contracts, we were the toast of the town, there were headline stories, and we were big stars.

The first time though that I knew it had impact was when the Giants called and asked me to MC a dinner they were doing. That was about six months into the show. I was like “Whoa, the Giants are calling me?”

JB: So with all of these great moments and tremendous success, why leave?

blankMF: They made me a bunch of offers and asked what it would take for me to stay for a year, but we never really even seriously negotiated. I told them I really wasn’t into it. I didn’t want to stay just for money. I always felt you don’t stay in things just for money.

It was very important to me to leave on top. I didn’t want to be one of these guys who used to be number 1 and now you’re number 28. I couldn’t live that way. I wouldn’t be comfortable with that.

I’ve driven these guys exceedingly hard to finish 1st in the final book. With a few weeks to go we’re first but it looks like it’s going to be a dogfight with one of the music stations. That’s what’s important to me and that’s what we’ve been striving for. I wanted to go out the same way that I came in, on top.

JB: How much of this has to do with Entercom taking over and working for a new company and possibly facing different economic realities?

blankMF: Some of the reports that have been out there have been so wrong. I had dinner with David Field. He wasn’t able to talk about certain things because the merger was pending but this notion that the company was trying to cut my salary is not true. They offered me the same amount that I’m making right now.

This wasn’t about money. I just thought a few years ago that it was the right time and nothing made me think it wasn’t the right time to go. I still believe it’s the right time to move on.

It had nothing to do with Entercom. Whether I agree with what they’re going to do going forward or not doesn’t matter. I’m not even going to know what they’re like for six months. They were not an issue at all.

JB: How close did you come to reversing your stance following Craig’s exit?

MF: After the Carton thing happened I said “if you really need me to stay then we’ll discuss it.” We had one meeting about it and they said they did not think it was a big deal and didn’t think it would change things at all. I said OK and that was it.

JB: So if that is indeed the case and this is it for you with WFAN, what is next?

blankMF: I want to produce content and do some new things. I don’t want to not work at all. I will not do Monday thru Friday. I’ve been offered book deals and rejected them because I don’t think I’m an author. I still have a lot to say and there are many ways to do that and I’m looking at some of them.

The way it’s set up I can’t do local radio, network radio, satellite radio or podcasts until April 1st. TV’s not in there but I’m not sure how much of that I want to do, especially the conventional way. I’m much more into digital and the new wave of TV, the Amazon way, the Netflix way and the different ways they distribute video content.

JB: This radio station has endured losing high profile stars like Russo, Imus, Carton, Sid, etc. Your departure will soon be another major test for them. How has WFAN been able to continue thriving after losing such key people?

blankMF: We built something strong that had legs. It will endure past me. The Fan has been built on a strong enough foundation that it will be here fifty to a hundred years from now. It’s become part of this town and culture. It’s an iconic brand.

They still have to make the right decisions. If they don’t, it can lose its way. We’ve seen that happen in other cities. It’s not The Fan’s birthright to be on top and it is tough to replace a very successful show but it does happen. Imus got replaced.

Mark always has an idea of what he wants to do. This was not done without any thought process. How it’s going to do? We’ll see.

JB: The news of the new afternoon show hasn’t been well received so far, although they haven’t even done a show yet. Your former partner in particular was pretty upset. What’s your reaction to the station going in this direction?

blankMF: First, Dog can talk about the individuals all he wants. He’s earned that right. But from my position, the less said the better. I don’t have much to go on. None of these people have ever had any real radio presence on this station. I’ve never heard Maggie or Scott do a show and I haven’t even really heard Continent do a show so what they’ll be as a trio, nobody has any idea, and as individual performers, I don’t really know.

JB: Let’s be fair too, whoever goes in after you, is going to be under intense scrutiny the second they step into the studio. How long of a leash do you think a new show deserves?

MF: You have to give the new show at least six months. The first book will not be a great indicator of anything. Plus it’s a Winter ratings book. Take a look at the end of the Spring book and see where you are. That’d be a fair indicator.

JB: I recognize you’re not in the advice business, but having done this successfully for as long as you have, what advice can you pass along to the new show?

blankMF: They need to be themselves. You can’t manufacture something that’s not there. Chemistry is something they have to develop. They have to figure out their roles and ones that each of them are comfortable with and then play to their individual strengths. That’s their mission. What they have to realize is that it’s never going to be a case where each is responsible for a third of the show. That’s silly. It just has to have a feel.

JB: The competition in afternoons has been stronger too. How do you think that affects the patience with the new program?

blankMF: For the longest time, we were the only show the other station went head to head with locally. That was done by design because they knew they’d get destroyed if they put in a national show against me. Network shows only have a certain level they can reach.

There’s going to be some back and forth. The other station feels they’re in a different position now. They’ve never won. They’ve always lost. They’ve been beaten up for so many years that they think this is an opening but they felt the same way when Dog left and that door didn’t open for them. We’ll see this time if they are more vulnerable.

JB: Mark Chernoff is responsible for making the move. The two of you guys have had a lengthy working relationship. How would you describe it?

blankMF: We’ve had the typical talent to program director relationship. There are days he will try to push me to things I don’t want to do. He might be right or wrong. We’ve had our fights and arguments but we’ve also gotten along really well.

Mark’s greatest strength for me is that he’s a genius on understanding the ratings and how they work. There are certain things you can do and I’m sure he’ll teach the new show and they really need to listen and understand.

A lot of talent won’t take the time to learn this part of it. Some pay no attention to ratings. You can like it or not but if you don’t understand it you’re out of your mind and short selling yourself. That’s how you’re going to be paid.

JB: How surprised are you by the lack of interest from some personalities towards learning and understanding the ratings game to help their longevity and earning power?

blankMF: Our business is subjective. You’re not going to please everybody all the time. Your job though is to produce ratings and revenue. It’s the only thing that will sell the day. To not understand how they work and what tricks you can do in your show to have success is very important. There are some things that you don’t want to do in a half hour that’ll cost you. When you want to break and stuff like that. Some people think “all I have to do is promote ahead and I’m fine.” No No No. There’s a lot more to it than that.

I remember Mel Karmazin had this meeting years ago and turned to one guy and asked “what’s your job.” This executive went into this long ten minute answer full of a bunch of baloney and Mel turned to him and said “let me put it simple – you’re job is ratings and revenue – and don’t forget it on your next job.” He fired him.

JB: Sticking with the subject of ratings, you’ve said before that you feel the sports radio industry is going after the wrong demographic. You believe Men 35-64, not Men 25-54, should be the target. How come?

blankMF: Trying to get this business to change something, forget it. They are so slow it’s glacier speed. This is such a no-brainer. We are so much healthier and living longer. Our life expectancy is now into the mid 80’s. The people 55 to 70 have incredible earning power and more money than anybody in this country. They have the life to spend it and the time to spend it.

The way the world works with student debt and the economy, kids aren’t even leaving home until they’re 30 years old. They can’t afford anything at 25 years old. If they’re buying their first home it’s usually on a shoestring budget and they’re getting help from their parents. You think that’s your market? They’re not your market. Your market is the baby boomer and people 40-65 who have all the earning and spending power in this country. To turn away a good part of that audience is insane.

JB: How do we fix that?

blankMF: The entire ad buying community has to grow. Using GQ as an example, I read them and look at their ads for clothes and they’re all geared towards the twenty year old’s. I buy more clothes than they do. They don’t target guys like me and they’re out of their minds. We’re the ones who go out to fancy dinners, buy expensive suits and jewelry and drive a mercedes. The guy 20 or 30 isn’t doing that. He’s two hundred thousand dollars in debt and lucky if he even has a car.

If I was in the advertising business I’d be saying “gear everything towards the guys 40-65 or 70, they have all the money and time.”

JB: One of the biggest challenges for radio has been the emergence of digital. How do you think that’s impacted the industry?

blankMF: The radio business has got to find itself and decide what it wants to be. The audience has not gone anywhere. What our industry has done, is they think it’s gone somewhere because they’ve been scared off by technology and they’ve chased digital to the detriment of their regular radio audience.

I’ve fought everybody in the business over this. Radio is live and local and the business is still there. The digital money has never been there. No one knows how to monetize it and it’s so new that you’re not even sure what you’re selling as the business changes from Facebook to Twitter to Instagram to Snapchat.

What radio does know how to do, this commercial sells that car. This commercial sells that restaurant or store. That has never changed but they’ve gotten away from it and radio has to get back to its roots or they’re going to wish they did.

JB: But social media has become an important way for people to engage, find content and connect to brands. Podcasts are another platform gaining in popularity. Don’t those matter?

blankMF: I understand the draw of social media. The chasing of content is good. But the radio companies, and to a lesser extent, the television companies, still don’t have a handle on it.

I’ve railed against podcasts because nobody makes any money on them. When did we decide everybody gets a radio show? We didn’t. But everybody now has a podcast.

Radio has chased empty dollars. There’s nobody at the door saying you can’t enter. So everybody enters. Unless you go into a podcast with a radio brand and audience, you’re not going to make money or create a big enough audience to support what you’re doing.

JB: When you look at where the industry is today compared to where it was before, do you think it’s still an attractive profession?

MF: The job of talk show host has become a great job. When I started the talk show host was not a big deal. The columnist was the big guy and he looked down at the radio host. We turned it into a profession. Kids are now going to school to pursue becoming a talk show host. In most cities in this country, the talk show host is now the number one difference maker or tastemaker in that town. To me, that transition is one I’m most proud of. Mike and the Mad Dog gave the job enormous credibility and attention.

JB: You mentioned Mike and the Mad Dog, knowing that this was going to be the final run for you with WFAN, was that why you gave the green light on doing the 30 for 30 episode?

blankMF: The Mike and the Mad Dog 30 for 30 I did for two reasons. The first was my kids asked me, and the second was because Dog asked me. My first inclination was not to do it because I’ve had a bad relationship with ESPN.

When they did the twenty fifth anniversary piece, I was the only one who wouldn’t do it. Even Imus did it. Bill Simmons said “I can’t do this unless you do it” and I said “I’m not doing it for ESPN.” He still keeps busting my chops about it because I did the 30 for 30 but didn’t do his thing.

Plus the guys who did it I broke into the business with. Danny Forer and I worked together in 1983, and Ted Shaker was one of my first bosses at CBS. He ran the NFL Today. I’ve known those guys for thirty years so that also made it a lot easier.

JB: Watching that film reminded me of how important it is to create something unique. Now, the world is cluttered with content choices and cutting thru is harder than ever. What do you tell a young person who’s starting out today and contemplating a path as a talk show host?

MF: It’s easier to get on the air now than it ever was but it’s also harder to break thru because there’s so much noise and clutter. You have to have an opinion and a presence that cuts thru. It has to be real and yours. That’s the key to success.

JB: In following your career, maybe I missed it, but I don’t recall you ever being suspended for something you’ve said on the air. Some personalities today feel they’ve got to deliver opinions that generate headlines and rattle a few cages to stand out. By doing so though they can risk losing their job. What are your thoughts on the need to push the envelope to cut thru the noise?

blankMF: I’ve never been suspended or reprimanded and I’ve never had to apologize. I attack people from a sports standpoint. I don’t attack people personally. I never bring their families, girlfriends or wives into it. I don’t do T & A or guy talk. I don’t believe in that.

I’ve always looked at my show as being a sports argument. It can be fierce and take the paint off the walls, but it’s going to be based on something that happened on the field or something that has an impact on the team.

The guys who want to push it and get involved, stay out of a tragedy. A perfect example was the Roy Halladay situation and how it was discussed by the guys in Boston. That’s not your business. You weren’t there. You don’t know anything about it. He has a wife and kids and cities that love him. Maybe he was reckless with his plane, but where do you get off thinking that’s your business? That’s a winless situation. There are times you have to stay out of stuff. You don’t belong in other people’s pain.

JB: Another area of the business which has changed has been the increase of political commentary in sports radio programming. Do you believe we’re going to see more of this going forward?

blankMF: I think the political explosion in sports talk has more to do with this President. He’s so polarizing because he touches so many parts of culture. He’s a TV star first. Without his show he never becomes President. We knew him in New York but they got to know him in living rooms across the country because of The Apprentice.

People who voted for Trump saw him as success. He brands himself that way. He breaks across certain barriers because some people see him as having the life they wish they had. He has the pretty girl, the jet, the money, the fame.

We are so polarized now that everybody sticks to their own opinion and nobody wants to have a political conversation. That’s made things much more agitated and tougher to get any consensus. There’s no middle anymore. What we’ve seen leak into all of these shows is really the Trump factor more than a political factor.

JB: Let’s talk about your own methods to hosting a successful program. How do you know when you’ve had a good or bad show?

blankMF: Any good show is fast moving. Anything that drags is bad. There’s a big difference between the two. Show’s can change on a dime. You have to realize ahead of time and during the show when it’s time to reverse the topic. You have to have an instinctive feel for what is and isn’t working as a performer. If that is not inside you, you’re going to have a hard time being special at this.

You know when you’re giving your audience a reason to stray. You won’t hear my show go into seven topics in seven minutes. I focus my shows because I don’t think you can move your audience all over the place.

It’s even more of a challenge when I’m doing a live show. I don’t ever give the audience a chance to chat among themselves. You never want to give the audience dead time during a live performance. That’s deadly. They’ll start talking to each other and then you’ll never get them back. If you put an intermission in there, you’re out of your mind. The show should never stop moving.

JB: I’ve noticed over the years that you haven’t placed a strong emphasis on using production, sound or teasing. How come?

MF: The show is me. Some people need a lot of sound and bells and whistles. I don’t use any of it. I don’t even use music. You have to understand though what you have to do. That means handling all the transitions and segues. It’s harder to do a show this way because it’s a lot more work but it’s something I believe in.

JB: As we look to the future, what would an induction into the radio hall of fame mean to you?

blankMF: The radio hall of fame would mean a lot. They put us in a voting category and we thought we had a chance but we finished second to Michael Savage. Credit to him. He earned it fair and square. I think Mike and the Mad Dog deserve to be in there and if we go in together that would be just fine with me.

JB: Along those lines, 10-15 years from now when people look back on your run at WFAN, what do you want them to remember?

MF: I hope that they remember that during the time I was here I dominated. That’s what I set out to do and I did that.

JB: What do you have planned for the final show?

blankMF: The day before the final show I’ll be broadcasting live from the Museum of Broadcasting with a number of guests, family, WFAN people, a small audience of about 200 people. We’re not selling tickets to that. We’ll just be giving some away.

The final show will just be me. I’m not letting anybody in the studio. I’m not doing any media that day. I even told my family to stay home and listen to it. I’m coming in, doing a show, talking to the audience, no guests, and then I’m getting up at 6:30 and leaving.

The last 10-15 minutes will probably just be me. I’m not going to script it. I’ll have thought about it obviously but I’m just going to let it go and then that’ll be it.

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 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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