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Sports Still Filled With Glory, Eyeballs and…More $$$

“The broadcast networks remain bullish on the future of sports, even in a pandemic, which has motivated leagues to play seasons and forge exciting, historic moments despite ever-present health risks.”

Jay Mariotti

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We’ve had our first confetti sightings, blizzards swirling in the faces of LeBron James and the Lakers as “I Love L.A.’’ echoed through a Florida bio-tank. “I guess, as Frank Sinatra would say, I did it my way,’’ said James, before grabbing partner-in-title-crime Anthony Davis for last call at the Disney World lakefront bar, knowing a seventh failure in the NBA Finals wouldn’t be legacy-friendly.

The NFL continues to produce dazzling quarterbacking performances, propane offenses and to-the-wire games that rouse diehards, gamblers and casual folk, with Josh Allen and the Bills Mafia creeping in on the ongoing Russell Wilson/Patrick Mahomes/Lamar Jackson and Tom Brady/Cam Newton debates. Aaron Rodgers has returned to his wondrous self, too, kicked in the ass by Matt LaFleur. The Stanley Cup finals remind us why overtime hockey is a delightful mind-glaze, even inside an igloo with seats covered by tarps. Crazy Mike Leach marched into Baton Rouge, made fun of how the dorms in the stadium have been replaced by suites, then had fun by upsetting LSU, the team whose coach thinks all his players have achieved herd immunity. Ed Orgeron might want to work on herd pass defense after allowing 623 passing yards and five touchdown passes to Mississippi State’s Air Raid.

“It’s better than average, I’ll tell you that,” Leach said after reducing the defending national champions to kitty meat. “We played LSU because New England, Green Bay and the Chiefs had somebody scheduled. So we played these guys.’’

That wasn’t even the biggest story in Covid-infested college football, where a team ravaged by the coronavirus (Kansas State) beat a behemoth that isn’t truthful about which players have it (Oklahoma). “Knock on wood, because who knows who’s gonna be available next week, you know?’’ said winning coach Chris Klieman, in a keeper quote for 2020. “And that’s kind of what everybody has to realize on our team and across college football. I hate to say that, but that’s unfortunately the reality we’re living in.’’

Oh, and through it all, as 23 states report rising Covid numbers in a land paralyzed and frightened about its future, Turner Sports decided for some brain-cramped reason — does someone have naughty pictures? — to pump $3.74 billion into Major League Baseball for seven seasons starting in 2022, even if a troubled sport is shuttered at that point by a labor impasse. This as Fox Corp. decided to leak, though the media weren’t inquiring, that it will pay the NFL up to $2 billion a year to keep its NFC-heavy Sunday package. Think the NBA, concerned about a future that might not include in-arena revenues that constitute 40 percent of the league’s business, isn’t excited to see these heady developments?

“The NFL has asked, I think, all the broadcasters to think about every package, and to think how would we monetize packages that we currently have or other packages differently,” Fox CEO Lachlan Murdoch said in a call with investors. “So, we’re looking at all sorts of options.”

In.

A.

Pandemic.

Remember the scene in “I Am Legend’’ when the world stops? When Will Smith, survivor of an infection that turns humans into savage mutants and destroys most of the global population, stumbles through an apocalyptic Manhattan? Amid the rubble, the director should have made room for signs of life: namely, stadiums, ballparks and arenas. Because in our version of the sci-fi film, the demand for live sports by homebound America is bigger than anyone believed. That doesn’t mean the passion is the same, with many people simply trying to survive. Where I live, Los Angeles, I’m not seeing the gold t-shirts and purple car flags of Lakers championship runs past — though I suspect that will change the more James invokes Kobe Bryant. Point being, this stuff is being watched during an unprecedented 10-week run of championship events, which is why the only two entities thinking sensibly about Covid — the Big Ten and Pac-12 — flip-flopped and chose to attempt seasons. There was too much money to grab, you see, as President Trump badgered the Pac-12 in a tweet that smacked of passive-aggressive peer pressure. “You’re the only one now. Open up. Open up, Pac-12. Get going,’’ he wrote. “Said the same thing to Big Ten and they did, and now I’m saying it to Pac-12. You have time. Get going.’’

So, enabled by Trump, the Pac-12 also broke down. Only weeks earlier, University of Oregon president Michael Schill had expressed grave concern about Covid’s potential spread and aftereffects on athletes. Suddenly, advances in rapid testing made him and his brethren do the 180-degree Watusi? “Let me just say one thing it was not about,” Schill said. “This has nothing to do with money.’’ And the Oregon color scheme isn’t green, either.

If sports won’t achieve normalcy in this abnormal year, and maybe not for quite some time, it has stepped around the debris and somehow carried on. The attitude is business as usual even if athletes are infected by the virus, which runs counter to medical wisdom elsewhere in American life. If, say, anyone on the “Saturday Night Live’’ set tests positive for Covid when live shows start this weekend, executive producer Lorne Michaels will shut down all production and quarantine everyone for 14 days, including Alec Baldwin and Jim Carrey, meaning Trump and Joe Biden would be safe from humiliation for a chunk of October. When Virginia Gov. Ralph Northam and his wife tested positive, it was big news.

Yet when starting cornerback A.J. Terrell tested positive, the Atlanta Falcons simply placed him on the reserve/COVID-19 list. And they dutifully went on to host the Bears, with the NFL insisting that contact tracing and subsequent tests cleared all of Terrell’s teammates and coaches. I am having difficulty believing it — a week earlier, as the Washington Post reported, the NFL didn’t identify a player who was kept out of a game with Covid symptoms. As I’ve written and said often, the flouting of coronavirus transparency is beyond disturbing — do we really trust anything the pro leagues and college conferences tell us about test results? It’s a lost cause; because privacy laws protect the infected, sports isn’t required legally to be forthright. The leagues, supported by media partners that downplay Covid developments while hyping up the games, wish to create a soothing effect among the masses: “You know, we have this. We can play through any old virus. Keep watching and drive up our ratings.’’ The NFL, in particular, also wants its broadcast partners — and streaming interests — to be of a mindset that outrageous multi-billion-dollar rights bids are safe.

The league better beware. Whether it’s head coaches violating sideline protocols by refusing to wear masks or, as reported by ESPN, the Raiders allegedly allowing an unauthorized team employee in the locker room, too many people are playing loose and reckless with the virus. That’s a recipe for an outbreak — or two or five — in a sport with no social distancing on the field. Blame the NFL office, which continues to express no doubt that an entire season will be completed without a hitch and a champion will be crowned on Super Bowl Sunday.

Certainly, the games are delivering so far. The office hot takes, via Zoom these days: Brady is better off in Tampa Bay and Newton is a better idea in New England … Nick Foles rescues another team in Chicago … the Saints are out of sorts in possibly Drew Brees’ final season … who’s fired first, Adam Gase or Dan Quinn? … is Jimmy Garoppolo now expendable? …. always remember the Titans … why we should feel sorry for Joe Burrow … why DK Metcalf must grip the football until he reaches the end zone … the Eagles should be ashamed for punting with 19 seconds left in overtime and taking a tie instead of trying a 64-yard field goal … the Rams should stop whining about a late call when they benefited from one in Week 1 … and how about those chaotic, undisciplined, 1-2 Cowboys?

As for college football, can we page Dr. Fauci, Dr. Anthony Fauci? How many players — again, unpaid and taking long-term health risks — will be infected this season as the Power Five conferences are aligned again and playing in the spirit of money? Notice how many programs continue to play on as epidemiologists say prayers, knowing campuses will be raging Covid hotspots as long as students party and don’t wear masks? For every Notre Dame, which postponed its game against Wake Forest, you have 10 Kansas States that celebrate wins while infected players are vomiting somewhere. Virginia Tech was missing 23 players due to Covid, including the starting QB, yet played and beat North Carolina State. At least those people are being honest. Most are like Oklahoma coach Lincoln Riley, who said he won’t release Covid particulars because he doesn’t want to give an advantage to opponents. How did that go, Lincoln? It’s typical of a sport that somehow will stage a lucrative four-team playoff despite uneven schedules that border on the absurd.

Ask baseball if it’s wise to be reckless or overconfident. Only now — with no new positive tests reported in September, assuming the data is legitimate — can MLB present actual playoff story lines after a shotgun regular season from Covid hell. Still, with 16 teams heading into a so-called Bubble that involves four rounds and as many as 65 games, don’t virus troubles still lurk? In this unusual October pecking order, baseball trails the NFL, an intriguing NBA Finals  — James vs. the Heat and the godfather he bolted, Pat Riley — and college football lunacy in general interest terms.

It would help if baseball rocked us with exciting drama, which will be difficult as games already longer than ever push toward four hours in the postseason. Yet two decades of industry erosion didn’t stop Turner from joining Fox, which has secured the World Series long-term, in making questionable investments. Networks pump money into baseball because it brings the consistent live inventory that attracts advertisers. Even if every cable cord is cut at some point, the streaming generation is why Fox, NBC, CBS and ESPN will keep bringing wheelbarrows of money to the NFL table, and why Turner will gamble on baseball. I’d like to think the guarantee of freshly loaded coffers will cause the owners and union to calm down, find common negotiating ground and let us focus on the game, which this October will include: the Dodgers, trying to avoid another postseason fall, with Clayton Kershaw needing to be the G.O.A.T. this time and not the goat … the Padres, who will wake up the millennials and Gen-Zers with one Fernando Tatis Jr. swing and dance … the Rays, maybe best equipped to win it all despite a humble following and wretched ballpark … the Braves, who have a MVP candidate, Freddie Freeman, who thought he was on his death bed while fighting Covid in July … both Chicago teams, the Cubs and White Sox, who only could meet in a World Series during a pandemic in Arlington, Texas … the Astros, who give America a common villain … and Mike Trout, er, never mind, as the Angels continue to waste his career.

My rooting interest is the Marlins, not just because they’re the Marlins — what are they doing here? — but because they overcame baseball’s first Covid blitz. Is it possible Derek Jeter knows what he’s doing?

Notice how all of this commotion — multi-billion-dollar TV deals, LeBron pursuing more history, NFL thrillers, collegiate unpredictability, a hockey champion crowned — is happening with few or no fans in the stands. I miss the fans and never again will take for granted their energy and place in the in-game experience. Sports leagues will mumble something about missing the fans, too.

But they really don’t. Because sports, even when played in makeshift and otherwise empty studios, is still an entertainment spectacle worth watching … and bankrolling with multiple billions. Not long ago, America was obsessed with three topics: Covid, Black Lives Matter and Trump vs. Biden. Now, we at least can marvel at how Joe Montana and his wife stopped a female intruder from kidnapping their 9-month-old grandchild in their Malibu home. And we can thank the heavens that Mike Leach exists.

BSM Writers

Chris Broussard Is No Longer Just A ‘Basketball Guy’

“There’s no doubt that gets attached to you and that can be good because you’re seen as an ‘expert’ in one sport which is great.”

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After embarking on a career in sports, Chris Broussard made a name for himself as a writer, specifically as it pertains to covering the NBA. Whether it was covering the Cleveland Cavaliers for the Cleveland Plain Dealer, covering the New York Knicks and New Jersey Nets for The New York Times, or doing television hits for ESPN, Broussard had always, whether it was justified or not, been pigeon-holed as a “basketball guy”.

That was the perception then, but today, the reality is different.

“There’s no doubt that gets attached to you and that can be good because you’re seen as an ‘expert’ in one sport which is great,” said Broussard, the co-host of First Things First on FS1 and the co-host of The Odd Couple on FOX Sports Radio. 

“But what was good for me was that at ESPN, I had done First Take with Skip Bayless a lot.  There were a few years where it was a rotation and I was in that rotation. That enabled me to at least do the other sports.” 

Broussard has certainly made a seamless transition from print to electronic media.

After joining The New York Times in 1998, Broussard started to get television exposure doing local hits and then appearances on the various ESPN platforms would soon follow. He joined ESPN full-time in 2004 as a writer for ESPN The Magazine, but that also included regular guest appearances and fill-in hosting opportunities on shows like First Take and the opportunity to be a co-host for NBA Countdown for the 2010-11 season.

With that gig came the opportunity to work with Michael Wilbon, Jon Barry, and his childhood hero Magic Johnson.

“I think that may be have been the pinnacle because Magic is Magic,” said Broussard. “He was my favorite player until Jordan came along and (with Wilbon and Barry), we just had great chemistry.”

After one season, Broussard and Barry were replaced by Bill Simmons and Jalen Rose. A few years later, Broussard would make the move that would bring him to the next chapter of his career.

In 2016, Broussard left what amounted to being just a reporters role at ESPN for a new opportunity at FS1 where he would also be an analyst as well as a regular panelist for shows like Undisputed, The Herd with Colin Cowherd, First Things First and Lock It In.  In 2018, he began co-hosting The Odd Couple radio show with Rob Parker on FOX Sports Radio.

And then in August of 2021, Broussard was named the full-time co-host of First Things First, something that almost had happened when the network first launched.

“When they asked me to come on as a full-time co-host, it was great and maybe a long time coming,” said Broussard. “I know when Jamie Horowitz first brought all the people over from ESPN to be on FS1 in 2016, he was considering doing a show where Nick Wright and I were the co-hosts.”

Broussard now co-hosts the show with Wright and Kevin Wildes.

“I thought that I really just fit right in with the chemistry and it’s just been a great trio,” said Broussard. 

Born in Baton Rouge, Broussard and his family also lived in Cincinnati, Indiana, Syracuse, Iowa, and Cleveland.  He was a star football and basketball player for Holy Name High School in Parma Heights, Ohio and went on to play basketball for Oberlin College, an NCAA Division III school in Ohio.

Believe it or not, his first love was not basketball.

“My favorite sport growing up was football,” said Broussard. “I played football through high school. I played basketball at Oberlin College but they recruited for me football and basketball. I even played baseball up until I was about 16 years old.” 

So much for being just a basketball guy, right?

After college, Broussard had a decision to make. He knew he wanted to be a sports reporter but wasn’t sure if it was going to be print or electronic media. When he was an intern at The Indianapolis Star, he spoke to people in the know about which direction to go.

“I was told that it’s just easier and there are more spots in print journalism than there are in television and radio,” said Broussard. “I chose print because I thought I had more opportunities.”

Broussard’s first taste of covering pro sports was in 1995 at the Akron Beacon Journal when he was a backup writer covering the Cleveland Indians who would go to the World Series for the first time since 1954. Then came covering the Cavaliers for the Cleveland Plain Dealer and then it was off to New York and a bit of culture shock for Broussard.

During his 2 ½ years covering the Cavaliers, Broussard typically wore a rugby shirt, jeans and sneakers at games. But he noticed that when the Knicks and Nets would come to Cleveland or when Broussard travelled to New York and New Jersey when the Cavaliers visited the Knicks and Nets, that the New York writers would typically wear suits and ties when covering the games.

So, when he interviewed for the job with The New York Times, Broussard had an important question for his future editor.

“I asked him when I was being interviewed for the job do they require that your writers dress up,” said Broussard. “He said no but they do generally in New York because they know television opportunities are there. So, when I started working at The New York Times, I started dressing up wearing a suit and tie or sportscoat and tie whenever I would cover games.  Ultimately that led to television.”

And the rest is history.

This coming week, Broussard will be busy co-hosting his shows from the Super Bowl in Arizona. It’s one thing to host a radio show or a television show from a studio but it’s really something special to do it from a live event, especially on the giant stage of the Super Bowl.

And this week, Broussard will be center stage in front of a lot of ears and eyeballs.

“It’s always great,” said Broussard. “FOX Sports Radio always has one of the biggest and best platforms on radio row. It’s always fun when you’re doing these live shows at the big events and you’ve got an audience, it really can kind of bring out the best in you. I’m excited about it both for TV and radio.”

Chris Broussard has certainly come a long way in his career in sports. 

From his days as an athlete in high school in college to getting his start as a write to a transformation into a radio and television personality, Broussard has worked hard to get to where he is today.

“I haven’t written a word since I went to Fox,” said Broussard. “I do feel fortunate that I’ve been able from morph from a writer into TV and radio. What you want to do in this business is stay relevant and you want an audience and a platform. There’s not that many people who get that opportunity to do it.”

He’s no longer just a “basketball guy”. He’s a “sports guy”.

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BSM Writers

What Are The Right Social Media Answers For Sports Radio?

“What are the limits of social media for radio brands? Are there any?”

Demetri Ravanos

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Social media does not stand still. The platforms that matter today can fall out of favor with the general public in the blink of an eye. Conversely, the right feature or attention from the right people can catapult a site’s importance in the social pecking order.

How does a radio company determine what matters? Are all formats received similarly on social media or is sports radio such a unique animal that brands have to be much more deliberate in how resources are allocated? To answer these questions, I turned to some experts. 

Tom Izzo doesn’t exclude any platform when he is plotting WFAN’s social strategy. Facebook, Instagram, TikTok and Twitter may each attract a different type of sports fan, but they all matter in building and serving the larger audience.

“There is sports radio audience on every social media platform, you just have to talk to them differently depending where you are,” he told me. “The language and audience on Twitter is different than the language and audience on Facebook, but there is audience everywhere.”

Audience is everywhere. That’s what is at the heart of the conundrum. How do you best utilize your assets in a landscape that isn’t just constantly changing? It’s also constantly growing!

Lori Lewis has overseen social media strategy at an executive level for Cumulus, Westwood One, Jacobs Media and iHeart among others. Now she coaches companies on creating great content with her own company, Lori Lewis Media

She told me that the key for not just sports stations, but for any brand, is understanding what their audience prioritizes. That doesn’t mean it should be the brand’s only focus though.

“Obviously, for sports radio, it’s Twitter. But don’t sleep on short-form vertical video,” she said in an email. “When done right, you’ll see success (meaning converting views into new fans) with YouTube Shorts and/or Instagram Reels as well as playback videos on Facebook (those are visual replays from the audio show).”

Converting views into new fans was taken to a bit of an extreme in Nashville. 104.5 The Zone launched Zone TV in 2021. Will Boling took the lead in creating the product. He says that launching a proprietary video stream was never about moving away from other social platforms. It was about giving listeners more access to better content in more places.

“Our video platform affects a lot of our social strategy,” he said. “On Twitter, we don’t want to just be seen as a radio station, but as a media company. Our Twitter stream allows us to react to breaking news while also sharing our broadcast at the same time. And with Twitch’s video producer, we can create featured clips from shows whenever we want. That allows us to push video out of featured guests, funny callers and anything in between to promote our podcasts from each show too.”

Video matters so much more than ever before. It does not matter who you talk to or what platform it is you are talking about. The answer always comes back to using video to attract more eyeballs.

TikTok, our most controversial social video platform, is trying to figure out what its reach could be without the visuals. Last month the company announced that it would experiment with its version of podcasts – a mode on the app that would allow users to experience TikTok content as audio-only entertainment.

I asked all three of my experts what their initial impression of the story is. Only Izzo expressed reservations.

“Probably no need for us to be first anywhere if there isn’t any particular benefit to doing that,” he said. “We’ll watch and see what happens and if it turns out that people like consuming podcasts on TikTok we will certainly address that.”

That doesn’t mean WFAN hosts and bosses won’t keep a keen eye on the feature. I would anticipate that there may be some experimental posts that either don’t receive much of a push or perhaps never see the light of day at all.

Boling is adamant that any use of TikTok is a wise one for stations. He says anything set up with an algorithm that rewards creators for posting content the audience connects with is an asset that cannot be ignored.

“We use social media to push listeners to our YouTube channel because it’s an algorithm based platform. If we get someone to click on our page once, then our channel will get recommended to them the next time they get on YouTube. TikTok helps radio companies accomplish that and own every space in the digital market right now.”

Unsurprisingly, it’s Lori Lewis that approaches the feature in the most scientific way. Do TikTok podcasts represent a sort of new frontier for audio brands? Sure, but just like Grogu and the Mandalorian, you have to go there and poke around before you can figure out how it will work best for you.

“If TikTok expands to audio, how might you complement the mothership (The FM/AM stick) and build on the trust you’ve earned from your show? What’s a unique way to tap into new features? As social media evolves, so should our approach.”

What are the limits of social media for radio brands? Are there any? Since the onset of the pandemic, so much listening has shifted from terrestrial signals to digital streams. We have totally rethought what we are. Why should it stop with how our audience consumes our content? 

I asked Lewis if we are too narrow in thinking about how social media can serve us. Are we so focused on what is that we have not considered what could be? Can a brand have one identity on air and use social media to create something that does not mirror it, but instead compliments it?

“Depends on why you’re using social media,” she answered. “If you’re leveraging social media for increased awareness and building trust to drive more engagement during your show, it might not make sense to be different on social than on-air. But, if you’re a vanilla brand limited to creativity on-air, why not? Throw yourself out there. Show your real, relatable self (assuming it’s legal and appropriate, ha-ha). Relatability wins every time.”

Do we have to be deliberate in sports radio with how we allocate our social media resources? Yes, but that doesn’t mean there is a single correct answer. 

Strategy matters on air. It’s no different on social media. But in order to figure out the best strategy, you have to be open-minded and eager to play around with new offerings to determine what works.

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BSM Writers

Radio Row Is One of Sports Radio’s Worst Weeks

Radio Row is a great opportunity for hosts, PDs, and executives. But it isn’t an inherently great opportunity for your listeners.

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From strictly a listener’s perspective, sports radio the week of Super Bowl’s Radio Row is one of the worst weeks.

Before I was a sports radio programmer, I was a sports radio listener. And while I didn’t realize it at the time, I was listening to sports radio with a programmer’s mindset. And every year, I would spend the entire week listening to shows produced live — or pretending to be live — from Radio Row at the Super Bowl. And each year, I would wonder “What the hell is the point of this?”

And now, as a former sports radio programmer, I will sit this week and listen to shows produced live — or pretending to be live — from Radio Row at the Super Bowl. And each day, I will wonder “What the hell is the point of this?”

Who does it serve? Let’s take an in-depth look at that question.

It serves the NFL. Hundreds of media professionals are stationed at its largest event, talking about it, ensuring it stays at the forefront of the public consciousness and providing millions in value for its sponsors.

It serves NFL players. Both past and present. Dozens of current and former stars will flock to Radio Row to record dozens of interviews. They’ll be paid thousands of dollars to pitch their wares as often as possible while expanding their brands outside the cities in which they currently or formerly played.

It serves the sponsors of NFL players. Radio Row provides a one-stop-shop for sponsors to send their endorsers down a line of interviews to continually get in front of new audiences. Scale, baby!

It serves the hosts, PDs, and executives. You get a working vacation! It’s awesome! I live in the Midwest, and yesterday was one of a handful of days I’ve seen the sun since November. Being in Arizona in early February is phenomenal! Plus, you get to hob knob with celebrities, get your photos taken, go to awesome parties with extravagant hor dourves and open bars, and it’s fantastic. You deserve the little break Radio Row provides; better yet, it’s all on the company dime. You get some bonding with your co-workers, you get to network, and it really is an awesome opportunity.

But you know who isn’t served? Your listeners. At least, the vast majority of them. Because here’s the reality: While it’s really cool that you’re hanging out with other radio folks, and you’ll have a plethora of former and current players swinging by for interviews, your listeners really don’t care. It’s a harsh reality, but it’s the truth. While there’s a subset of listeners who are living vicariously through you — and that can’t be completely shortchanged, it’s a big deal — the overwhelming majority couldn’t be less invested in your Radio Row interviews.

Think of it from a listener’s viewpoint: Outside of the Bay Area, do you think anyone has thought “Man, I wonder who Kyle Juszczyk thinks is gonna win the Super Bowl?” I’ll tell you that, no, they haven’t thought that, and they don’t particularly care what he thinks. Furthermore, they definitely don’t care that he’s sponsored by Old Spice, which gives him the P-P-P-Power!™

And it would be fine if there was one interview here or there, but there are some shows — both local and national — that will completely fill out their rundowns with interviews with people your listeners don’t especially care about, ask questions that your listeners don’t especially care about, and end the interview by asking who they think wins Sunday, why they think that way, and allow them to pitch their boner pills or whatever else they’re schlepping. Every day. For five straight days. For two, three, four, or even five hours.

It stinks.

Self-serving isn’t bad as long as you recognize it’s self-serving. And that could be potentially the biggest issue. Now and then, you’ll get a host that is sanctimonious and pretends they’re doing the listener a favor by spending a week away from their family in a warm weather destination, rubbing elbows with some of the greatest players — both past and present — in the game. You’re not. You’re spending a week eating all the free food you can find, drinking all the free beer you can find, and taking pictures to post on your Instagram. And that’s fine, but don’t pretend like it’s something it isn’t. You can talk yourself into its importance, but it’s important to you.

Radio Row is a great opportunity for hosts, PDs, and executives. But it isn’t an inherently great opportunity for your listeners. You can turn it into one with thoughtful questions, a unique spin on the traditional interview, or avoiding the same boring questions your subject has been asked 1,000 times during the day, but you’ve gotta go the extra mile to accomplish that. And I hope that’s not something you lose sight of this week.

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