In the final and third part of my Q&A with Dan McNeil, he talks about getting fired by ESPN, building The Score, the late, great Doug Buffone and how much longer Dan plans to be on the air.
Getting fired by ESPN 1000
Fishman: When ESPN tells you in January 2009 that they no longer need your services, how did that make you feel?
McNeil: I was crushed! It changed the way I would look at the business for the rest of my life. From that day on it would be nothing more than a job. I never again could commit myself emotionally 100% to a radio project. That place (ESPN 1000) was a dump when we walked in. It was billing $5 Million a year. We peaked, I think, at $26 Million/year in billing and it was because of “Mac, Jurko and Harry” it wasn’t anything else.
For them to, after a couple of bad fiscal quarters and disagreement with somebody coming in from the corporate nipple (ESPN) to kick me to the curb, I can’t say it was innocence lost, because that happened a long time ago. But it was a reminder of innocence lost.
What did Gordon Gekko tell Bud Fox (in the movie Wall Street)? “Never get emotional about a stock!” Never get emotional about a radio show. As counterintuitive as it seems, it might not be bad advice.
The Building of the Score in 1991
Fish: I’m not sure everyone is aware of your role in the building of The Score in Chicago even before it went on the air. Can you share that story?
Mac: I’m producing “Coppock on Sports” and Seth Mason calls me in the Summer of ‘91 and says he wants to meet at some clandestine location and talk about a project. He was with ‘XRT and I had always respected him. I meet with him and he tells me about this daytime only opportunity where I would do afternoons and I was ready to try my own thing, I thought.
I was just turning 30 that summer so I didn’t have a whole lot of life experience, yet, but I said “Shit, yeah!” I’ll take a chance on a daytime operation run by Diamond Broadcasting. I had a high regard for what they had done. I started working there in August of ‘91 about five months before we actually fired it up. My job was building a sound library and interviewing would-be producers.
Fish: So you go on the air and at the start of your show you had Terry Boers as a co-host some days and Brian Hanley some days, right?
Mac: Right. Terry didn’t commit full-time until August. So he and Brian Hanley were on utility duty with The Chicago Sun-Times covering college basketball, covering the Bulls. I was the most polygamous guy on the stations. There were days where neither of them was available and we’d roll in Kent McDill from The Daily Herald, Paul Ladewski from The Daily Southtown, or Tom Dore. I was given a lot of different faces those first six or seven months.
Fish: What was that first year like? You’re on a daytime only, brand new station in Chicago. What was that like in the initial stages?
Mac: We felt an immediate buzz in the community but the newspaper industry rallied hard against us. There was an old guard of sports writers, a lot of them who tried to dismiss what the project was, because it seemed bombastic for them. It wasn’t “The Sportswriters” on WGN. It wasn’t journalism. Here’s (Mike) North, a guy making cracks about point-spreads and gangster movies. It offended a lot of sensibilities among those who covered media.
Advertising dollars were scarce. The early sign-off…we all had bad feelings about some of the hurdles over which we had to leap. But I think because of that, there grew an authentic “us against the world” mentality. And despite of our occasional differences, there was a lot of pulling at the same end of the rope. There was a lot of team (effort) because we had a lot of things going against us.
We were running the most grass-roots level Ma and Pa operation in town. This wasn’t CBS. This wasn’t ESPN. This was Diamond Broadcasting. They had ‘XRT and a station in Oklahoma City. The owner is down the hall. We’re on the Northwest side of Chicago in a low-slung bunker across the street from Foreman High School. It really was a shoestring budget.
Fish: It seemed to me that the tight quarters helped create some of the great radio because everyone was right on top of each other. What do you think?
Mac: I’m sure that’s correct. We couldn’t get away from each other. The studio was a phone booth with George Ofman (update anchor) behind us in a closet with a window. We didn’t have a computer. When we got a phone call–Judd or whoever was producing would right it on a note card and hold it up through the glass “Joe is in Arlington Heights. Topic-Sox.” We were given away spots for 35 bucks a throw and we had two-minute commercial breaks. I ran the board the first six months so I would pad the breaks with a 40-second sound byte from Bull Durham so I could get a smoke break.
Fish: Terry Boers makes the decision to come aboard full time in August of 1992. Can you talk about the difference it made having him with you every day?
Mac: I had a real good level of comfort with Terry. We had three and a half years together when we would fill-in whenever Coppock was off. We had a head start on our partnership. That made me feel at ease. It’s got nothing to do with how I feel about Brian or anyone else. It’s just that Terry and I had a high level of comfort.
Then in the fall the station ponied up for “The Mike Ditka Show” and it was fortuitous because Ditka lost his mind in his final season. They went 5-11 and he was at the high end of “Mount Ditka” of his years. He didn’t talk to the media except for his Tuesday show on The Score. So we had these TV stations trying to get video of him outside that dumpy little restaurant he had on Bryn Mawr near the airport. We had exclusivity.
Among the things he went nuts about that year was when he denounced his friendship with Ed O’Bradovich. He said “I don’t know OB!” Ditka told a caller “Neal from Northlake” to meet him at his office and he’d “whip his ass!” I broke a story that (Bears Offensive Coordinator) Greg Landry was so pissed about Ditka berating him on the sideline that he moved up to the booth. Ditka was a nut-job that year and we had exclusivity on the f***er. Mike Ditka had as much to do with making the Score a success in its first year as anybody. Ditka and Mike North.
Fish: Having grown up listening to Sports in Chicago, what I hear on The Score was completely different than anything people had heard before.
Mac: Sports radio had been just that weekend kind of vanilla sports talk. This was much edgier. This was much more interactive. It was much more willing to hold the feet to the fire of the teams in town. That first summer, Mike North’s fight with Bears President Michael McCaskey over Jay Hilgenberg’s holdout. It was something different.
We gave people a fastball that they hadn’t seen before. It was a pretty solid lineup, too. It made a lot of sense. I thought North and (Dan) Jiggetts were a really, really good, fun midday show. I think Terry and I grew into a pretty damn good show, too.
Fish: Do you have one or two favorite memories of something that happened on the show?
Mac: I think our trip to Seattle with the Bulls in 1996. I was going on 35 and I had been wearing headphones for 14 years and I still wasn’t quite sure I belonged. We made the trip to Seattle and (PD Ron) Gleason had been tough on Terry for us not being positive enough about the Bears, Bulls and the Chicago teams. So when the Bulls lost unexpectedly on a Wednesday night, we were scheduled to fly home Thursday morning. They had another game in Seattle Friday at Key Arena. So I called Gleason and told him there’s no reason for us to come home. Let’s stay and do our show until the Larry O’Brien trophy is safely tucked in Jerry Krause’s suitcase.
We met back at the hotel–Terry, Alzy (Producer Mike Alzamora) and me. That night we were having drinks at the bar with Mike Tirico, Dan Patrick, and Brent Musburger. We’re sitting there at the hotel bar at 6th and Seneca at the Crown hotel. I’ve got these guys I admire with drinks in their hands laughing their asses off as I’m holding court. I remember my head hitting the pillow that night and thinking maybe I made the right choice. It was the first time I felt that I belonged. We had an awesome trip. Bernsy (Dan Bernstein) was out there. We had fun with him and I fell in love with Seattle.
Fish: Score Management decides to break up the shows in 1999. What was your reaction to what happened?
Mac: I was both pissed off and surprised. I felt as a founding father they certainly didn’t need my consent but I was owed a conversation before decisions were made. I was actually on vacation at the gas pump filling up my Expedition when Gleason called me with the news. He said “Starting Monday you’re going to be hosting with either Dan Jiggetts or Dan Bernstein.” I said, “Excuse me, what does that mean? And why are you doing this?”
We went back and forth for a while but I had to delude myself into thinking that it was good for the station. Terry and I opposed it but we went to work the next Monday on our new shows.
Fish: Terry really seemed to think that North had a lot to do with the lineup changes. What do you think?
Mac: I do, too. I talked to Mike about it on my show on ESPN in the Summer of ‘08 and he denied it. Mike had said something to Terry several months before the changes went down about Terry doing an 8 to Noon shift. Mike’s idea was to break up traditional time-slots you’re doing a 6-8am, 8-Noon, Noon-4 and 4-8pm. What the f**ck is that? And why would anyone decide Mike Murphy was good for the first two hours of morning drive. I was pissed about all of that. I thought they had taken our radio station and made it sick.
Fish: What was it like working with the late Doug Buffone?
Mac: I first met Doug when I was writing for The Hammond Times in 1986 or 87 and he was involved with an Arena league team locally–The Chicago Bruisers. One of the many short lived semi-professional football leagues in America that come and go like yogurt shops. I interviewed him about a couple of local athletes who played college ball. We talked football for about 15 minutes and he offers me a job in PR. Suggested I get a job in PR either with the Bruisers or with a team in Denver.
We became fast friends. He was very easy to approach. He was the real deal. People say that about so many guys, but he was. There wasn’t a pretentious bone in Doug’s body. He smelled like salami, he didn’t wear matching socks, he almost blew up his house by putting the wrong fuel in a lawnmower once. He embarrassed his parents in Pennsylvania by misspelling “apple” in a spelling bee.
More than anybody I’ve ever known, he had the ability to laugh at himself. He was a dear, sweet man who was a monster as a player but a true gentle giant. It was enormously sad for all of us when Doug passed away.
It was tough on me, too. I was at The Drive at the time. I didn’t really have anybody at The Score to grieve with. I didn’t go to the private dinner that night because I felt there was gonna be tension. I wanted to see Mike (North) and I wanted to see all of my Score teammates who I knew Doug with. It didn’t feel right the way ‘14 ended. So I grieved alone, except I had a nice visit with Doug’s sister. To my surprise, Doug had told her many stories about me. She knew as much about how long Doug and I worked together.
We get rained out and head back and he says pull over to the McDonald’s at the Des Plaines Oasis. Doug orders a double cheeseburger, a large fry, and a Diet Coke. Doug says, “You gotta know when to draw the line!”
Fish: Do you have any regrets looking back at your career?
Mac: I think living with regrets is kinda like inviting cancer. I regret the result of the decision to go to The Drive, but I don’t regret my decision. I regret anytimes that I’ve been disrespectful to co-workers or listeners or anybody I’ve dealt with in business because I’ve been no angel, that’s for sure. I didn’t want to leave anything unturned. If I get to 75 (years old) I don’t want to wake up one day and think “I wish I would’ve tried that guy-talk thing” but I tried it and it failed conclusively. I’m sure I would do some things different because now I have the benefit of the knowledge of how they turned out. But no, there isn’t a bad decision that I’ve made that has disabled me. Only temporarily.
Fish: Is there something that you have yet to do it your career that you would like to do before you hang it up?
Mac: Yeah. As a writer, I’ve gotta tell the story of the most important role I’ve had in my life as the father of Patrick, who is severely autistic. I’m halfway done with that book. It’s a tough book to write. I really need to get back to it because I have a message to share with millions of fathers who feel like they got a raw deal and take it out on the wrong people.
I’m also going to write the book about my career. On the air, I’m really heartened by the Chicago sports landscape. The Chicago sports teams that matter to me they’re pretty healthy right now. I’m eager to see this golden era of Cubs baseball play itself out even though I’m a Sox enthusiast. I think it’s a remarkable story and I’m on the Cubs flagship and that’s pretty good real estate in sports radio. I’m also looking forward to seeing (Bears Coach) Matt Nagy and (Bears GM) Ryan Pace finish what they started. I’ll be going out right around the time Jonathan Toews is skating his last shift in a Hawks uniform. That may be only 4-5 years from now and that’s all I’ve got left.
Dan McNeil can be heard weekdays from 2-6pm Central on “McNeil and Parkins” on 670 The Score in Chicago or nationwide on the Radio.com app.
Matt Fishman is a former columnist for BSM. The current PD of ESPN Cleveland has a lengthy resume in sports radio programming. His career stops include SiriusXM, 670 The Score in Chicago, and 610 Sports in Kansas City. You can follow him on Twitter @FatMishman20 or you can email him at FishmanSolutions@gmail.com.
John Mamola Didn’t Overthink New WDAE Lineup
“I don’t go book-to-book my talent, I just don’t. I think the more and more you dive into ratings, the more and more you overthink things.”
Just over one month ago, WDAE in Tampa Bay reshuffled its daily line-up. The iHeartMedia station, programmed by John Mamola, moved the Ronnie and TKras program from mornings to afternoons and moved the midday Pat and Aaron show into mornings, while creating a new midday show centered around Jay Recher and producer-turned-host Zac Blobner.
The station let previous host Ian Beckles go as part of the reshuffling.
Barrett Sports Media caught up with Mamola this week to talk about the new line-up, the Tampa Bay market, the importance of developing from within and much more.
(Some of the answers have been edited for brevity and clarity)
BSM: It’s been just over a month since these changes took hold, what would you say is the overall response to them?
JM: Overall, really positive. We lost a really important piece and a pillar of the station in Ian Beckles, but with the moves that we did make, it was overall a pretty positive response from the listeners.
BSM: This wasn’t just creating one new show and calling it a day, this was moving multiple shows into new dayparts. How do you as a programmer get multiple hosts on board with re-arranging their schedules in that manner?
JM: My morning show went into afternoons so they didn’t have to wake up early, so they were very open and welcome to that. As for the original midday show, I knew they were early risers, so moving to mornings didn’t really affect their sleep schedules. And then my midday show, which is the new one, putting those two together is just a combination of some very young, hungry guys that always want new opportunity and are always looking to capitalize on opportunity.
So I wouldn’t say necessarily the convincing was the hard part because it just made a lot of sense for the people involved. The guys in the morning didn’t have to wake up early. The guys in the mornings are early risers anyway, and you get two young, hungry guys to take care of that opportunity so the convincing part was quite easy.
BSM: I got to know Zac Blobner a little bit on the Producers Podcast. He was highlighted a few episodes back and I thought really highly of him. Why was this the right time to get him into a full-time on-air role?
JM: Zac’s been doing some on-air stuff for on the weekends for a number of years. He had his own show and then we tried him out with a couple people on staff on Saturday mornings. That just didn’t necessarily work out but he has hosted a fantasy football show, which we actually air Orlando and in Miami as well as Tampa, live for the last five years.
So his on-air persona – he was a huge part of the morning show and the success of the Ronnie and TKras Show for their run in mornings. So if we were to elevate someone from inside, it just seemed like he was the right guy to elevate, and to pair with Jay Recher. It’s two young, hungry guys and they play well off each other. Some of the best highlights of my day are just sitting in their pre-show meetings with them and their producer Jon Dugas and just listening to how they collaborate together as a threesome on how to attack content, what sound to use, and what guests to book.
Really, it’s three producers in one room all talking about how to collaborate and do a show. Zac has earned the opportunity, just like Pat Donovan who was a producer first. Aaron Jacobson was a producer at first. It was Zac’s time and he’s done a tremendous job with it so far, albeit it’s only a month, but I totally expect it to be a very high ceiling for that show and for Zac in particular.
BSM: Some programmers believe on developing and promoting from within and some programmers believe in always looking for a splashy hire from the outside. Why is developing talent and promoting from within important to you and WDAE?
JM: I think it’s vital for every brand to have a good bench and to continue to find different ways to utilize that bench. Maybe not on the Monday through Friday, but definitely on the weekends in some capacity. And if not there, then on the digital product. You bring in certain guys to push everyone else. Zac was one of those guys. Jay Recher was one of those guys. Pat Donovan was one of those guys. Ronnie and TKras were two of those guys. I like to bring in guys that have a goal and want to push everyone to be better, not just themselves, but push everyone to be better. We have a tremendous team atmosphere on WDAE and we’ve had it for a number of years.
And when you do a lot of change, like we did about a month ago, you don’t want to keep it too foreign. You want to keep it with somebody that the audience knows and the audience has grown to know. Because the minute you start bringing in out of town people that nobody’s ever heard of or you start going to syndication instead of staying live and local, you start to lose your cume, and you start to lose that branding.
We like to put out as much as we can with whatever we have and I think having good, driven people in the hiring process, albeit I’ve hired a little young over my time here, it’s continued to push the narrative that we are continually growing from within and this was just the latest step of that. I don’t think that’s going to change anytime soon.
BSM: When you have new shows and shows in different dayparts, are you mentioning things like ratings and revenue to them? Or do you just tell them to build the shows and worry about it later?
JM: I don’t go book-to-book my talent, I just don’t. I think the more and more you dive into ratings, the more and more you overthink things. It’s important, but it’s not the biggest thing. For me, it’s the sound of the show. If the show sounds like it’s got energy, if it sounds like it’s progressing, if it sounds like we’re creating more attention by what we’re saying and we’re developing as talents and as a station, you feel it. You don’t need to see the numbers. The numbers are the numbers.
The system is great when it’s great but when it’s terrible, it’s still flawed. You know? I mean, Neilson ratings only get you so far but If I start seeing stream numbers go up, which I’ve seen, that’s a positive. If I see digital traffic or social media growth or something like that, that’s a metric I can track. Today I went to the gas station and they had our sports station on. If I can hear that, that means we’re doing something right. I don’t look book-to-book. I think PDs that dive into numbers and analytics and, and clocks…. Look, if you put out entertaining stuff, they’ll stick with you. And it starts with giving that confidence to your talent. And that’s how I program.
Brady Farkas is a sports radio professional with 5+ years of experience as a Program Director, On-Air Personality, Assistant Program Director and Producer in Burlington, VT and Albany, NY. He’s well versed in content creation, developing ideas to generate ratings and revenue, working in a team environment, and improving and growing digital content thru the use of social media, audio/video, and station websites. His primary goal is to host a daily sports talk program for a company/station that is dedicated to serving sports fans. You can find him on Twitter @WDEVRadioBrady and reach him by email at firstname.lastname@example.org.
Brock Huard Believes The Third Time’s The Charm For Brock and Salk
“If I was a radio consultant, there’s two muscles you have to build constantly. A is listening and B is curiosity.”
It just felt right for Brock Huard when he stepped back behind the mic at Seattle Sports 710. On September 6th, he returned to the airwaves with longtime partner Mike Salk in morning drive. It’s been almost three months since Huard returned to radio, but it still feels as right as it did that early September morning. That’s because the business is in his blood.
“Once radio is in your blood, it doesn’t leave,” said Huard.
If you talk sports radio with Huard for any length of time, you won’t question his love or intelligence about the industry. He truly loves and understands the business. When you have a former player that has an incredible amount of passion for sports radio, you really have something. Seattle Sports 710 really has something with Huard and his return to the airwaves made locals in the Pacific Northwest very happy.
Brock & Salk haven’t had to deal with the challenges that new shows experience in the first few months. They’re not trying to establish a chemistry and flow together. They’ve had it after doing a show together twice before, plus a podcast the two hosted together.
“He and I had still done the podcast together for the last couple of years, and had a number of conversations over that time about how fun that hour and a half was, each and every week,” said Huard. “We never really missed a podcast and we both thoroughly enjoyed it. Had we not done that podcast for two years, I don’t know if we would have come back for a third iteration. The third time has been the charm on this iteration.”
What makes the show isn’t just Huard being a former athlete or Salk being a very dynamic and experienced host. The two share an incredible chemistry that shines through on the air. However, Huard thinks there’s one reason in particular that the two mesh so well on air.
“Because we listen,” said Huard. “That’s number one. I will listen to so many radio shows when I’m on the road and I’m like, this is bad radio. And you can tell hosts aren’t listening to one another, they’re just waiting for their time to talk and they fill and it’s terrible.
“If I was a radio consultant, there’s two muscles you have to build constantly. A is listening and B is curiosity. I think for 14 years he’s still genuinely curious about me and how my mind works, world views, ideology and sports views. After 14 years, I’m equally interested in how he thinks and it’s very different than me.
“It was hard to be able to listen and respect one another, because we come from two totally different world views, in many ways. But at the same time, when you do, and you’re curious to listen to the other side and what they have to say, you create unique content.
“He and I used to have to build these big show sheets when we started and we still have structure and everyday there’s still show sheets, but a consultant by the name of Rick Scott told me this early on, he said you know your show will be good, when you don’t get to half of the stuff on your show sheet. And he was absolutely right 14 years ago.”
Co-hosting morning drive at Seattle Sports 710 isn’t the only gig Huard has in sports media. He’s also a college football analyst for FOX. He’ll be on the call Friday night for the Pac-12 Championship game between USC and Utah. But everything ties back to radio for Huard and a recent experience on an airplane made him realize it again.
“I was sitting next to this very smart gentleman the other day on my trip home from college football, and he was crushing crossword puzzles like I’ve never seen before,” said Huard. “He’s a very successful attorney and you could see for him, that was such a tool to keep his mind sharp. For me, radio is the same thing. It’s been the best training ground for everything I do with media, especially television.
“If you can do live radio and equip your mind to listen and strengthen that listening muscle, while also creating content, it’s a pretty good active tool. It keeps my mind sharp and plays to my mind’s strengths, I think, with just how wackado I can be between my ears at times. If you have a tremendous partner that helps shape you, like Salk is to me, then it’s just addictive and gets in your blood and doesn’t leave.”
As it relates to radio, being a college football analyst has its perks, because of the access it gives Huard. Every week before calling a game, he gets production meetings with head coaches, which gives him insight that others may not have. It also awards Huard the opportunity to create relationships with coaches. But how much of what’s said does he feel like he can use on the game broadcast or his radio show?
“99.9 percent is used on the air, on the show and sometimes I gain insight and share it with coaches that I know to encourage them,” said Huard. “It baffles me how many times I will hear from my peers, oh, I hate these coaches meetings. I don’t get anything out of them. And I’m like, God bless you. I will have a career for the rest of my life if that’s the way you approach it. It’s the most valuable real estate we have. It’s a forum that nobody else has.
“Yeah, they have press conferences, but if you build true trust and relationship and confidence, they want to tell you their story. They want to share their team. I can’t tell you how many times content from those meetings comes to life in my sit downs with Pete Carroll or Jerry Dipoto, GM of the Mariners or Scott Servais, or on the air or off the air.”
Huard has an insight to college football that few in the Pacific Northwest has, but that doesn’t mean he and Salk will jam pack content from that sport into the show. The duo knows that Seattle cares about. Sure, there’s an interest for college football, but not anywhere near the hunger from Seahawks and Mariners content.
For example, Huard called the TCU vs. Baylor game two weeks ago, which featured one of the best endings in college football this year, when the Horned Frogs nailed a field goal as time expired. The call of the moment was spectacular and could be the shining moment of the season for a TCU team that looks destined for the College Football Playoff. On the Monday after, Huard and Salk made it a part of the show, but never had the intention of making it the majority of the show.
“Our audience is dominated by the Seahawks and Mariners,” said Huard. “That dominates 80 to 90 percent of our conversation. I would say lifestyle is probably the rest. For example, we played that highlight today four times over the course of the show. We rank things at the end of every show and it was my Top 5 games of my broadcast life in 14 years on the road and that was number 1.
“I often use conversations and things I learned from those games and players and relate them to the Seahawks and Mariners. Dave Aranda talked about living with expectations and how hard that is in our meeting on Friday. He said, you watch, TCU is going to have to live in an entirely different world, where you’re on the mountain top instead of climbing it. And then you relate that toward the Seahawks or the Rams this year.
“Inevitably, yes, those moments create content, either emotionally or football 101. Radio is all encompassing in that way. I never understand radio hosts who try to play it straight. I just don’t. I think it’s bad radio. You have to be willing to live your life and put your life out there, whether it’s good, bad or ugly. The more you do that, the more you attach yourself and connect with your audience.”
It feels like the third time is truly the charm for Huard and Salk. They listen, they have chemistry and the content is a refreshing mix of sports and lifestyle.
“He and I are not comedians,” said Huard. “We don’t play fake laugh tracks like others do. He and I will land way more on the analytical information side than maybe a consultant would tell us what morning radio people want. But I think where it cuts through is he and I put our lives out there. Our parenting success and failures. Relationship struggles, kids, sports, youth sports, that’s probably where we connect in a way that’s more lifestyle. That’s the word I would use.”
Tyler McComas is a columnist for BSM and a sports radio talk show host in Norman, OK where he hosts afternoon drive for SportsTalk 1400. You can find him on Twitter @Tyler_McComas or you can email him at TylerMcComas08@yahoo.com.
Chuck Swirsky Embodies ‘Always A Pleasure’
“I love working with Bill Wennington and each and every day I have the same enthusiasm of calling a Bulls game like I did as a five-year-old child calling games off a TV.”
It’s hard to imagine there are any more positive thinking people in the world than Chuck Swirsky. If you don’t believe me, just check out his daily tweets. Swirsky has a lot to be upbeat about, he’s doing what he’s always wanted to, and now he’s written a book.
“Always a Pleasure” is his creation, putting thoughts on paper, or iPad or whatever, about stories and people he’s encountered over the more than 40-years he’s been in the business.
The title is aptly accurate. Chuck is always a pleasure to be around and is one of the most supportive people I’ve ever met. He encourages those that need it. Swirsky always has time for people in the business and those trying to get into this crazy racket. I’ve seen and experienced it for myself, so trust me when I tell you, it’s the truth.
There are those that have worked multiple decades in play-by-play, and I’ll bet each and every one of them has been asked at some point, ‘hey, why don’t you write a book?’. Sounds easy enough, I’m sure. But when you really think about it, how can a person be expected to fit 40 plus years of work into a book that wouldn’t be the size of a dictionary?
More on that in a moment. I was wondering what makes someone in Swirsky’s position to write a book. So, I asked him. He outlined the main reason he decided to put pen to paper and tell some of his favorite stories and recall good memories.
“Over the past several years I was approached by several publishers and writers who were interested in detailing my journey in sports broadcasting, featuring my stops calling major college athletics and NBA basketball in addition to sports talk.” Swirsky told me. “I was reluctant to do so but a year ago I had a change of heart knowing 2022-23 Bulls season would be my 25th in the NBA, including my 2-thousandth NBA play-by-play game.”
Swirsky didn’t use a sportswriter or an author to tell his tale. “For years I have saved notes and decided to write the book myself, in my own words. I love my job. I have no desire to retire. I want to continue broadcasting Bulls game for many more years as long as my health and clarity allow me to do so.” he said.
“I love working with Bill Wennington and each and every day I have the same enthusiasm of calling a Bulls game like I did as a five-year-old child calling games off a TV. I have the utmost respect for the Reinsdorf family and our entire organization. I just felt this was the right time to write a book.”
I have followed Swirsky’s career closely and gotten to know him over the years. Growing up in Chicago, I was fortunate enough to hear him in his early days here, at the old WCFL (now ESPN 1000), where he became one of the pioneers of sports talk radio. He’s called games on radio and television.
For DePaul, Michigan, select White Sox games, the Raptors and now over the last nearly 2 decades, the Bulls. That’s a lot of experience and a lot of experiences for one person. It made ‘editing’ the book a little difficult.
“I could have easily written another 100 pages featuring additional sports personalities and stories.” Swirsky said. “But I elected to highlight specifics of a timeline allowing the reader to understand that my quest to reach a childhood goal of broadcasting NBA basketball was met with challenges, setbacks and ultimately persevering through hard work, focus, passion and positivity.”
Writing books can be a way to look back on a career. Swirsky if far from done. He never really reflected on things, because he was always looking forward. But the retrospective allowed him to realize a few things along the way.
“I would say this. I am my own worst critic. I very seldom look back on my career. While I was writing “Always A Pleasure” I had to stop and truly reflect how blessed I am to be in the position where I am today. I never take it for granted. Never have. Never will.” Swirsky said. “Nothing is easy. It’s hard. This business can be exhilarating yet so difficult. I never get too high nor too low although I’m very sensitive and my insecurities get the best of me which is probably not a good thing , especially in radio-television.”
In looking back there’s bound to be a few lessons learned from the past. Swirsky did find a few things in writing the book that he remembered, educated him along the way. “I learned that anyone who applies themselves, making a commitment to work on their skill set, and their weaknesses through hard work, dedication, passion and purpose, can be successful.” he said.
“For example, not every professional athlete is going to hit .330. Let’s say another player is hitting .240. What is keeping him in the big leagues? Is it his glove, his ability to play multiple positions? His character in the locker-room? The same principle is in effect in our industry. Maximize your strengths and do it with a great attitude, humility and kindness.”
Swirsky’s book details his interactions with some very familiar people in the business and the sports world. “I have plenty of stories featuring some of the biggest names in sports ranging from Hall of Fame baseball star Willie Mays who many consider perhaps the greatest player of all time to Kobe Bryant who left our world way too soon.” he says. “When you’ve been a professional broadcaster for 46 years, one meets many, many players, coaches, executives, media and sports personalities along the way.”
The one thing you can say about Swrisky, is he is real. There’s no pretense or facade. A genuine human being that is interested in what people have to say. Athletes, coaches, broadcasters and yes, even fans. His book has been reviewed by some of the greats. Mike Breen, Chris Bosh and even Steph Curry. Here’s the 2-time NBA MVP’s take on Swirsky and the book.
Having known Chuck since my days as a still-developing youth player in Toronto, where my dad was a member of the Raptors, I can attest to the fact that his passion for people and basketball is deep and sincere.
Chuck’s unique desire to mentor young people, especially minorities and those of different cultures and backgrounds, will help inspire those who share the same dreams, dreams that enabled him to persevere to the top of his profession.
I’m proud of Chuck, and excited that others can become enlightened by his exciting broadcasting journey, which includes nearly 25 years in the NBA and, of course, a trio of Curry family members shooting from the stars, just like him.
A book written by someone as accomplished in this industry as Swirsky draws interest because of who he is. But the Bulls’ play-by-play man is always thinking of others and trying to help where he can, just like Curry said. Along with stories, he lends his knowledge and relates it to those who are already in broadcasting and those trying to get in.
“I’m hoping those in our industry who read the book even those outside the radio-tv, new media field will come away knowing that perseverance is a powerful resource to help withstand the emotional heartache of rejection, disappointment and loneliness.” said Swirsky. He adds, “I have experienced everything. The good. The bad. The ugly. I’m talking all levels. My message is to stay true to your core values. In this case, my foundation is built on respect, kindness, honesty, sincerity and selflessness.”
Given the opportunity to beam about the finished product, Swirsky in typical fashion, deflected any praise. Simply saying, “I am very humbled and appreciative of the professionalism of the book’s publisher, Eckhartz Press. They allowed me to be me. That’s all I wanted. Mission accomplished. I am grateful.”
The entire industry should be grateful for people like Swirsky. There are so few in the business who are as kind and caring as he is. There are just as few people that take interest in others, and help mentor the next generation like Chuck. Inspiring stories, a career chronicle and life lessons, “Always a Pleasure” is going to be on my must-read list for the holidays. Congrats “Swirsk” keep up the great work.
Andy Masur is a columnist for BSM and works for WGN Radio as an anchor and play-by-play announcer. He also teaches broadcasting at the Illinois Media School. During his career he has called games for the Chicago Cubs, San Diego Padres and Chicago White Sox. He can be found on Twitter @Andy_Masur1 or you can reach him by email at Andy@Andy-Masur.com.