Jason Barrett takes the stage to introduce Day 2 of the BSM Summit, thanking the partners who helped make this event happen. Jason announces that the 11:15 a.m. ET “Dominating Digital” will only be WWE’s Steve Braband as ESPN’s Mike Foss was unable to attend.
But the big news is that Mike and the Mad Dog, Mike Francesa and Chris Russo, will reunite for the awards ceremony beginning at 11:50 a.m to present the Mike & the Mad Dog Award to Mike Felger and Tony Massarotti for the country’s best local sports show.
Already planning for next year’s BSM Summit, the location has not yet been determined. But it will take place out west.
Jason shares data from Edison Research’s Share of Ear study that shows younger listeners gravitating toward podcasts, while older consumers are sticking with radio. Yet the overall takeway is good news: Audio listening is increasing across demographics and regions.
9:10-9:50 – The Power Panel Revisited presented by
- Jeff Sottolano – Audacy
- Steve Cohen – SiriusXM
- Bruce Gilbert – Cumulus Media/Westwood One
- Don Martin – iHeart Media/Premiere Radio Networks/FOX Sports Radio
Jeff Sottolano – Audacy
Outlets need to focus on distribution, how to reach the audience that is increasingly going to podcasts rather than listening to radio. But that presents an opportunity. The ears are there; they’ve just moved.
We need to spend less time thinking about the boxes and more about the content that goes into those boxes. How much content ends up going into the ether? But with clips, we can make sure that content is available and listeners can find, for instance, everything we have on the New York Giants.
We need to be audience-agnostic. Listeners increasingly care less about where they’re getting audio.
How can new program directors, brand managers be developed? – We need to make sure roles are established and restored, so that pathways are available for those managers to develop. We have to invest in people with leadership potential. That applies to talent as well.
Don Martin – iHeart Media/ Premiere Radio Networks/FOX Sports Radio
We have a massive platform for podcasting. Colin Cowherd is an example who is working across mediums — radio, podcasts, social media, video — to reach different segments of the audience.
The infighting within our game needs to stop. It’s all the same business. On-demand podcasts and radio content aren’t separate; they just provide different value depending on where and when you’re listening. We make the message. How do we move this forward together?
Companies must invest in the back end. You need to put a great team together to push the content, to push the talent.
How can new program directors, brand managers be developed? – We need self-starters. People have to want it and go get it. It’s not up to us to make young people care, potential managers care. They have to care. We can teach them the rest. But it starts there and we can take them to the top.
Bruce Gilbert – Cumulus Media/Westwood One
Some talent is better at unique podcast content than others. So a podcast strategy is necessary. Who at the operation is best suited to carry that initiative out? Content is important, but distribution is king. It has to be available where people can find it.
For metrics, what we get is a small sampling of the actual audience. But the cream rises to the top, which is what the charts and data show. Talent, branding, and distribution is the most important.
Nielsen is doing the best it can, but the sample is way too small. There’s a lot of anecedotal information, but we need more analytics. Behavior needs to be measured. Where are people listening? What are they doing while listening. It’s important to be everywhere.
Steve Cohen – SiriusXM
My job is to get you listening wherever you are. Ultimately, this comes down to talent and giving the audience the programming it wants. But what we do with podcasting is different from radio, providing “snackable” content to meet the needs of the audience. Live doesn’t matter as much anymore for sports talk.
It all starts off with programming. Look at movies. Something can be No. 1, but it’s a bad movie. But it was promoted well. People were told about it. There was a game plan. The company believed in the product.
Do ratings matter? – The important thing to determine is “Do you like my radio show? Are you listening to my radio show?” If the fans listening to our channels like that programming, we’re doing our job. But we have to stay on top of what’s going on. Pat McAfee was huge for us. That was a game-changer. It showed us there was a different way to do this.
9:50-10:25 – Betting on Sports Media presented by
- Ari Borod – Fanatics
- Brian Angiolet – DraftKings
- Mike Raffensperger – FanDuel
— Moderated by Joe Fortenbaugh of ESPN’s Daily Wager
Mike Raffensperger – FanDuel
Fantasy sports have a built-in, unique advantage in creating sports betting content, reaching those customers.
Our content partnerships continue to grow. What helps is that even for people who aren’t sports bettors, sports betting content is interesting content and we can utilize that. Personalities who enjoy betting like Charles Barkley can help us, give customers something to hook onto.
Pat McAfee is someone who moves the needle for our business. He’s thinking about things we can launch together, looking ahead to events like March Madness and helping to plan strategy. Talent needs to have an authentic relationship with the audience. We’re not giving him an ad read. He has an active role in reaching out to listeners.
Brian Angiolet – DraftKings
We’ve been successful expanding from Daily Fantasy Sports (DFS) content with new products to reach an audience we already have and use that to reach bettors.
To promote our brand, talent has to be at the forefront to present authenticity. But there has to be a mix between traditional campaigns and creating content that reaches the audience in an authentic fashion, rather than just trying to sell something.
What do you value in new partners? – Media companies still tend to look at content as inventory. Relevancy, interpretation, making this more approachable is extremely important. And a live read doesn’t always convey that. We need to work together on ideas.
Ari Borod – Fanatics
What are the best aspects of the fan experience for sports and how do we build on that? Where will those fans be five years from now, 10 years from now?
If a media company or personality goes into partnerships with our companies simply to make money or if our companies just look at how much money can be made, it won’t be as productive. There has to be buy-in on both sides. We have to work harder to educate media markets and the audience.
What do you value in new partners? – The approach has to be, “Let’s do this together.” We know what’s important to us, but they might have an idea of what they want to say.
Joe Fortenbaugh – ESPN
Betting content needs to make sure it educates the audience. “Picks, picks, picks” is reliable content and it’s what people want. But there are so many terms, different sorts of bets that viewers and listeners don’t know about or need to learn about. Future content needs to take that into consideration as it builds.
10:25-11:00 – The Craig Carton Conversation presented by
- Craig Carton – WFAN
Act 2 of Carton’s career, doing a show with Evan Roberts – It all started because Bart Scott said no! But there was a thought that because of the success of Mike & the Mad Dog that there had to be hard sports talk in the afternoon, unlike the morning. I disagreed with that. We have to be entertaining. I chose Evan because he represented things I never could or even try to.
How did you know a lighter approach would work in afternoons? – Total ego. I know how to attract an audience. We have to teach the audience what to expect. There’s a whole new audience that doesn’t know what Mike & the Mad Dog.
You can’t quit on what you’re doing. You have to give it three months. You have to train the audience. Sports is the baseline, but if you are tunnel-vision focused on just sports, I think you lose the audience. Not every bit comes out the way I want it to, so I have to look back at how the audience responded.
Twitter is fake. We pay too much attention to what’s going on there. Ratings, phone calls, tell you want the audience wants, what they’re listening to.
My kids don’t know radio exists. That’s a big problem for us going forward. We just have to produce good content and repurpose that content to where people can find it. Pat McAfee does such a good job of repurposing clips, going beyond what the live show is. If he was on radio, he’d be getting killed. We need to do a better job with that. We need to repurpose the best of our content.
Marketing to sports betting listeners – I’m a compulsive gambler. I’ve gone four years without making a wager now. Audacy doesn’t make me read that stuff on the air. They let me do a public service on Saturdays talking about gambling addiction. But I partnered with FanDuel because they’re responsible with their content.
I listen to a lot of gambling shows out there. No offense, but they’re full of shit. The betting expert does not exist. I think the best content is to just talk about the games. We can get into the spreads, but talk about the teams, what’s going on, and make a decision based on the information you have.
Working with program directors, planning shows – We don’t do a good enough job of teaching people how to do radio. It bothers me when I turn on the radio and hear them clearly mailing it in because they didn’t prepare. I’m there three hours before the show; I’m locked in. I know what I’m doing at 4:15.
COVID, in a weird way, exposed who didn’t know what they were talking about. The guys who are still here know what they’re doing. People might know more sports than I do. But they don’t know how to keep an audience.
You have to get out there and figure out what people are talking about. In Philadelphia, we never talked baseball. It was outlawed. You get to New York, you better know baseball. You have to figure out who you are as a show, who you are in a particular market. But who you are on the air doesn’t have to be who you are off the air. Figure out what you do well, what you don’t do well. I can’t read off a script. I know that.
I’m a radio geek. I love radio. We can reach an audience in ways no place else can. Podcasts can’t do it. TV can’t do it. Radio connects with the audience, and I love that. I love radio. I want to do radio for a long time. I missed it. I’m grateful to have been given another opportunity.
After a quick break, the 2022 BSM Summit returns for its next session.
11:15-11:50 – Dominating Digital presented by
- Maggie Gray – CBS Sports Radio
- Steve Braband – WWE
# Last-minute change: Mike Foss was unable to attend
Steve Braband – WWE
The biggest challenge was educating others while we were educating ourselves. We had to be almost like Kindergarten teachers in educating on digital content, platforms like YouTube, and social media.
Digital and social has come a far way from being the island of misfit toys. So much time and effort has been put into creating these platforms and it’s been gratifying to see how successful it’s been, how it’s broken through. Let people fail. Not everything is going to work. But trying is important. It may end up working for something else. Just don’t repeat those mistakes.
The linear television, documentary, digital, and social teams have to communicate with each other. There can’t be silos where this team is doing one thing and this team is doing another. You have to meet with everyone and discuss strategy, what stories are being pushed, which current stars are being pushed. But we have to understand each department’s goals — What matters to PR, what matters to sales, what matters to partners — and how we can work together.
Tik Tok has presented an opportunity for clips and videos that might not do as well on TV, like bloopers. We had a promo where Rey Mysterio was doing pull-ups in the background and then he fell. That didn’t make it to TV, but we put it on Tik Tok and people loved it. So that’s created a new opportunity and we’re going through our archival video now for moments like that to share.
The Miz is someone who goes to our team and asks how he can help them. What do they want to try? Or he’ll bring ideas to them to see if they could work. If you aren’t following him on Tik Tok, you should. He’s bought all the way in and it’s been really successful. More of our stars are getting that.
11:50-12:15 – BSM Summit Awards Ceremony presented by
The Mark Chernoff Award – Rick Radzik, 98.5 The Sports Hub
A video tribute to Mark Chernoff includes highlights from his career, including appearances on Don Imus’s show and WFAN’s Mike & the Mad Dog and Boomer & Gio, and testimony on him pushing the sports radio format forward.
Introducing Rick Radzik, a congratulatory video from 98.5 The Sports Hub executives and on-air talent with praise and compliments plays. Among the remarks: “Best program director ever.” (One employee took the opportunity to say he needs Monday off.)
Accepting the award, Radzik thanks Chernoff, crediting him as a pioneer for the work he did at WFAN, setting a standard and path to success for so many to follow. He thanks the staff at The Sports Hub that helps produce great programming each day and keeps the station running smoothly, allowing everyone to do their best work.
On a personal note, Radzik dedicates the award to his late wife, who fell to cancer three years ago. He thanks her for the perspective she gave him and their daughters on life moving forward.
The Mike & the Mad Dog Award – Mike Felger & Tony Massarotti, 98.5 The Sports Hub
Jason Barrett says he’s been thinking of creating an award to credit local sports radio for a long time. No one did more with the format than Mike & the Mad Dog, “blazing the trail for what so many of us enjoy today.” That leads to a video with a few of Mike and the Mad Dog’s best moments on radio and subsequent reunions on radio and TV, such as on MLB Network’s High Heat.
Mike Francesa and Chris Russo reminisce about the 2001 World Series between the New York Yankees and Arizona Diamondbacks, inspired by some of the clips shown in the video. The two them talk about making families and seeing each other’s children grow.
“It’s been 14 years, believe it or not, since Mike & the Mad Dog,” said Francesa. “We could not only do a good show, but could fill a building today.”
Francesa expresses gratitude for this award being named after their show. When they started out, there was no sports talk. But with a lot of support — including from Don Imus, who was crucial — Mike & the Mad Dog took off and launched the sports radio format across the country, in addition to inspiring debate TV like Pardon the Interruption.
The sports talk guy used to be the low man on the radio station totem pole. Now, they’re the most important person at many stations.
Russo calls it a “perfect storm,” with good teams in New York and an audience willing to listen for 24 hours a day. He also credits Radio Row at the Super Bowl for showing how the format was working in so many places and showing businesses this was a product to invest in.
Francesa and Russo took questions from the audience and looked back on their long career together. Francesa admitted that when he got afternoon drive at WFAN, which he always coveted, he didn’t want a partner. But he was convinced to give Russo a chance. It didn’t take long to realize that they had something.
But their long run together included some significant friction between the two when they weren’t talking to each other except for when they were on their air. Even during commercial breaks! Francesa admitted that he didn’t want Russo at his wedding, but his wife invited him and if not for that, Mike & the Mad Dog probably wouldn’t have survived as long as it did.
Following the Q&A, Francesa and Russo introduce a video of Felger & Mazz highlights. Felger and Massarotti were unable to attend the BSM Summit due to scheduling conflicts, but recorded a thank-you video for the award, expressing gratitude to The Sports Hub and the Boston fans for their success. They also thanked Mike and the Mad Dog for their pioneering work, saying they were honored to win an award named after them.
The 2022 BSM Summit takes a one-hour lunch, and then returns for the second half, led off by a conversation with Meadowlark Media CEO, John Skipper.
1:30-2:15 – The Day 2 Keynote Conversation presented by
- John Skipper – Meadowlark Media
Asked about the decision to launch Meadowlark Media, Skipper says he and Dan Le Batard had discussed a joint venture for a long time. So when Le Batard left ESPN, they announced their new endeavor very soon thereafter.
Meadowlark’s deal with DraftKings gave them the money to start the business and look to expand quickly. The company didn’t have to worry about licensing content and DraftKings helps with distribution. The partnership has worked very well so far.
Most of the company’s content is in audio right now. Le Batard still loves terrestrial radio, which is demonstrated in producing a quality show. Putting content online has provided unique opportunities, such as the live reaction shows which have been very successful.
Our business model is to have an idea, develop the idea, take it to potential partners for production, rather than try to produce and finance those projects ourselves. Going into Spanish-language content and women’s sports content are initiatives they probably couldn’t pursue if Meadowlark wasn’t its own company that can take projects to other studios and outlets.
People say they want to do more women’s sports, but they don’t want to pay for it. So we’ll make it, then find the right place for it, Skipper said.
“The status quo will eventually overtake you and stifle creativity,” said Skipper. “You have to try new things.”
Skipper points out that Le Batard had a long run at ESPN, but him leaving shows how relationships and ambitions evolve. Le Batard wanted to do content ESPN preferred him not to, and ESPN wanted Le Batard to do more of what the network asked. Skipper uses Bill Simmons as another example of how things can change, regardless of how well each side may have previously benefited. He credits Simmons with helping his success at ESPN, boosting ESPN.com and creating the popular 30 for 30 documentary series.
It’s hard to break through in the podcast space, but Meadowlark has an advantage with Dan’s show, a tentpole to build around and use to steer listeners to other shows on the network. Personality allows you to drive audience, Skipper says. That allows Meadowlark to take chances like on audio documentaries like its upcoming The Mayor of Maple Avenue on the Jerry Sandusky case.
Skipper says the future of sports is streaming. He believes there are some NFL owners who think the Super Bowl should be on pay-per-view. Look at what’s happening in Europe with soccer. If you wanted to watch La Liga, you needed beIN SPORTS. (Now you’ll need ESPN+.) That will likely happen in the United States eventually. Amazon getting Thursday Night Football is probably the first step in this process.
“You’re going to miss your pay TV when it’s gone because it was easier,” said Skipper.
2:15-2:50 – Talk To My Agent presented by
- Kevin Belbey – CAA
- Heather Cohen – The Weiss Agency
- Mark Lepselter – MAXX Sports & Entertainment Group
- Mike McVay – McVay Media
Heather Cohen – The Weiss Agency
Not everyone should have an agent. Not everyone is ready for an agent or needs one. An agent can be good for talent and management; we’re the buffer in between. It’s important for us to manage expectations, but get a deal done, find a compromise that’s good for both sides.
Transparency is very important. Give me the ratings, give me the data. I need to know what the revenue looks like. With that on the table, then management can see why we’re presenting a certain number. It’s a game; let’s just cut the game and get to the deal.
I’ve had management tell me they’re happy when talent has agents because the agent can have a difficult conversation with a client that a manager can’t.
I encourage my clients to do many different things. Fred Toucher, who was here yesterday, he has like 13 things going, not just the radio show. Angela Yee, she’s working all the time to get on social media to promote her brands — her coffee, her juice line. Does she want to be doing that all the time? Probably not. But she knows how important it is. I hate to say it, but those willing to work seven days a week are the ones who will be the most successful.
Kevin Belbey – CAA
I’ll often tell people, you don’t need an agent. But I’ll also say we’d like to work with you because we believe in your talent. For management, we want to make a deal that’s good for them as well. I think it’s important for them to realize we’re partners. A good negotiation should be, everyone wins. We want to cut through a lot of the B.S. and get right to getting the best deal done.
I tell my clients they can be influencers. Maybe you only have 500 followers or 2000 followers, but you can reach people that way and need to. They need to be involved in other things outside their shows, they need to have other things going on.
Mark Lepselter – MAXX Sports & Entertainment Group
It’s important to be an enhancement to talent’s career. It’s also important to bridge the gap between your client and management. Sometimes, that means protecting them from themselves in some aspects.
2:50-3:25 – The Art of Storytelling presented by
- Jim Cutler – Jim Cutler New York
People are deciding in the first 20 seconds of watching something whether or not to stay with something. They quickly decide if it’s worth their time.
Why care about storytelling? Everyone on social media fancies themselves a storyteller. And everyone is trying to get better at it to make money. Storytelling is really all we have when we’re creating content.
Sunday Night Football producer Fred Gaudelli says they prepare 25 to 50 stories ready to use for a given telecast. But the game is the primary story; that has to be the priority. We can’t layer in stories that don’t have anything to do with what’s happening. If it doesn’t fit, we don’t use it. Only jam in what’s appropriate.
Looking at visual storytelling, images alone can be powerful without sound — or accompanied by music instead. Images show you who the people are in the story without needing to tell you why or add to what’s already seen. But look at video games and how they’ve changed sports. Skycams and drones have completely changed sports coverage on TV. The “gameification” of sports storytelling.
But for radio and podcasts, the fundamentals of content have not changed. As Amplifi Media’s Steven Goldstein says, the speed it gets to the consumer has changed. If content is average and has no heat, it’s disposable. Another example provided comes from Colin Cowherd, who illustrated Manny Ramirez’s relaxed approach at the plate with an audio bit joking about Ramirez’s mindset, rather than just giving play-by-play or statistics.
Video of South Park’s Trey Parker and Matt Stone speaking to a college class is shown in which they explain the beats of storytelling and how to keep it compelling and moving along. If you have “and then” between moments, “you’re fucked.” Yet if it’s “therefore” or “but,” the story is moving forward. The viewer wants to follow along. “This happened. Therefore, this happened. But this happened.” It’s not just saying what happened. Each action begets the next one.
Authenticity is vital. You have to be real. You can’t show the audience the sell. If they see the sell, they’re turned off. Stephen A. Smith is authentic to the audience. Someone else who’s authentic is ABC’s David Muir. Colin Cowherd explains how admitting when he’s wrong comes across as authentic to the audience. He knows he’s “in theater,” but has to come across as a real person.
A brief timeout for attendees to recharge, and then we’re back to close up Day 1 of the Summit with two more excellent sessions.
3:40-4:15 – The Value of Traditional Media presented by
- Ariel Epstein – Yahoo Sports
- John Jastremski – The Ringer
- Kazeem Famuyide – MSG Networks
- Demetri Ravanos – Barrett Sports Media
Ariel Epstein – Yahoo Sports
On doing gambling content on terrestrial radio – The change was getting gambling language into regular sports news and conversation. It’s not just “picks, picks, picks.” I say how the line moves according to the sports news of the day, like Trae Young not playing for the Hawks tonight. How do you build an audience and get them to trust you? It’s having good information.
I used to post my picks from the night before to show how I did. But I realized that people don’t care about that. They want to know about what’s happening tonight. What can they hear from me that’s different from what they’re getting everywhere else?
Kazeem Famuyide – MSG Networks
On working directly with athletes – We can eliminate the filter with athletes and work directly with them, let them show their personalities and interests. Like we talked to Trae Young and got his 15 favorite songs, then we created a playlist. He’s more accessible to the audience.
On being accessible as media – You have to be yourself. People can see that. And MSG lets me do that too. I can show up in a suit one day, Jordans the next. But it’s all me and people see that.
John Jastremski – The Ringer
I want my content to be conversational, like you and me at the bar. I don’t want to act or come across like I know more than you. I don’t want people assuming I think that either.
You have to understand what buzz is surrounding your particular work environment. You need a sixth sense. If you know your town, you know what they want to hear. The NFL and NBA are always going to play. But you can’t assume either. What’s the story in your town?
On being accessible as media – Social media has changed how people see media. Like they know “J.J.’s a gambling guy” or “J.J’s a Knicks guy.” I didn’t know that about the people on TV growing up. I couldn’t ask Bob Costas a question on Twitter back then.
Being in a lot of different places, doing a lot of different things is crucial. You can’t be defined as one thing.
4:15-4:50 – Programmer’s MasterClass presented by
- Justin Craig – ESPN Radio
- Scott Shapiro – FOX Sports Radio
- Mark Chernoff – Formerly of WFAN
- Jason Barrett – Barrett Sports Radio
Justin Craig – ESPN Radio
How to select content – Play to the biggest part of your audience. The biggest names and topics. And then reset. What is the expectation of your audience? When they turn on your show, what are they expecting? And are you filling that expectation? Like what’s the first thing you think of with Stephen A. Smith? Yelling? So if he’s talking in a real quiet voice, they’re wondering what’s going on.
On ratings – I check them every day and share them with the talent. They’re our report card. Which markets are listening, which aren’t.
Scott Shapiro – Fox Sports Radio
On the clock and length of breaks – Ultimately, we’re in the ratings game. So the fewer off-ramps you can give the audience to go some place else, the better. There are so many options now. You’re on the phone. You’re going somewhere. We want to give listeners as few opportunities as possible to go away.
Mark Chernoff – Formerly of WFAN
I don’t like to overmanage. I don’t want to tell people to stick to the clock. For new talent, emphasizing the fundamentals are good. But it all revolves around sports. Content is king. It’s like being in music. You can play a deep cut. But if you play all deep cuts, you lose the audience.
I got the “POKE” theory of success from Eric Spitz (from SiriusXM). Passion, Opinion, Knowledge, and Entertainment. If a host has those four things, they’re going to be a success.
On simulcasting for digital and video – I tell the talent, remember you’re on radio, not TV. Don’t play to the camera.
Barrett Sports Media To Launch Podcast Network
“We will start with a few new titles later this month, and add a few more in July.”
To run a successful digital content and consulting company in 2022 it’s vital to explore new ways to grow business. There are certain paths that produce a higher return on investment than others, but by being active in multiple spaces, a brand has a stronger chance of staying strong and overcoming challenges when the unexpected occurs. Case in point, the pandemic in 2020.
As much as I love programming and consulting stations to assist with growing their over the air and digital impact, I consider myself first a business owner and strategist. Some have even called me an entrepreneur, and that works too. Just don’t call me a consultant because that’s only half of what I do. I’ve spent a lot of my time building relationships, listening to content, and studying brands and markets to help folks grow their business. Included in my education has been studying website content selection, Google and social media analytics, newsletter data, the event business, and the needs of partners and how to best serve them. As the world of media continues to evolve, I consider it my responsibility to stay informed and ready to pivot whenever it’s deemed necessary. That’s how brands and individuals survive and thrive.
If you look at the world of media today compared to just a decade ago, a lot has changed. It’s no secret during that period that podcasting has enjoyed a surge. Whether you review Edison Research, Jacobs Media, Amplifi Media, Spotify or another group’s results, the story is always the same – digital audio is growing and it’s expected to continue doing so. And that isn’t just related to content. It applies to advertising too. Gordon Borrell, IAB and eMarketer all have done the research to show you where future dollars are expected to move. I still believe it’s smart, valuable and effective for advertisers to market their products on a radio station’s airwaves, but digital is a key piece of the brand buy these days, and it’s not slowing down anytime soon.
Which brings me to today’s announcement.
If you were in New York City in March for our 2022 BSM Summit, you received a program at the show. Inside of one of the pages was a small ad (same image used atop this article) which said “Coming This Summer…The BSM Podcast Network…Stay Tuned For Details.” I had a few people ask ‘when is that happening, and what shows are you planning to create?’ and I kept the answers vague because I didn’t want to box ourselves in. I’ve spent a few months talking to people about joining us to help continue producing quality written content and improve our social media. Included in that process has been talking to members of our team and others on the outside about future opportunities creating podcasts for the Barrett Sports Media brand.
After examining the pluses and minuses, and listening and talking to a number of people, I’m excited to share that we are launching the BSM Podcast Network. We will start with a few new titles later this month, and add a few more in July. Demetri Ravanos will provide oversight of content execution, and assist with production and guest booking needs for selected pods. This is why we’ve been frequently promoting Editor and Social Media jobs with the brand. It’s hard to pursue new opportunities if you don’t have the right support.
The titles that will make up our initial offerings are each different in terms of content, host and presentation. First, we have Media Noise with Demetri Ravanos, which has produced over 75 episodes over the past year and a half. That show will continue in its current form, being released each Friday. Next will be the arrival of The Sports Talkers Podcast with Stephen Strom which will debut on Thursday June 23rd, the day of the NBA Draft. After that, The Producer’s Podcast with Brady Farkas will premiere on Wednesday June 29th. Then as we move into July, two more titles will be added, starting with a new sales focused podcast Seller to Seller with Jeff Caves. The final title to be added to the rotation will be The Jason Barrett Podcast which yours truly will host. The goal is to have five weekly programs distributed through our website and across all podcasting platforms by mid to late July.
I am excited about the creation of each of these podcasts but this won’t be the last of what we do. We’re already working on additional titles for late summer or early fall to ramp up our production to ten weekly shows. Once a few ideas and discussions get flushed out, I’ll have more news to share with you. I may consider adding even more to the mix too at some point. If you have an idea that you think would resonate with media professionals and aspiring broadcasters, email me by clicking here.
One thing I want to point out, this network will focuses exclusively on various areas of the sports media industry. We’ll leave mainstream sports conversations to the rest of the media universe. That’s not a space I’m interested in pursuing. We’ve focused on a niche since arriving on the scene in 2015 and have no plans to waver from it now.
Additionally, you may have noticed that we now refer to our company as ‘Barrett Media’. That’s because we are now involved in both sports and news media. That said, we are branding this as the BSM Podcast Network because the titles and content are sports media related. Maybe there will be a day when we introduce a BNM version of this, but right now, we’ve got to make sure the first one works right before exploring new territory.
Our commitment to delivering original industry news, features and opinions in print form remains unchanged. This is simply an opportunity to grow in an area where we’ve been less active. I know education for industry folks and those interested in entering the business is important. It’s why young people all across the country absorb mountains of debt to receive a college education. As valuable as those campus experiences might be, it’s a different world once you enter the broadcasting business.
What I’d like to remind folks is that we continue to make investments in the way we cover, consult, and discuss the media industry because others invest in us. It’d be easy to stockpile funds and enjoy a few more vacations but I’m not worried about personal wealth. I’m focused on building a brand that does meaningful work by benefitting those who earn a living in the media industry or are interested in one day doing so. As part of that process I’m trying to connect our audience to partners who provide products, services or programs that can benefit them.
Since starting this brand, we’ve written more than 18,000 articles. We now cover two formats and produce more than twenty five pieces of content per day. The opportunity to play a small role in keeping media members and future broadcasters informed is rewarding but we could not pay people to edit, write, and host podcasts here if others didn’t support us. For that I’m extremely grateful to those who do business with us either as a consulting client, website advertiser, Summit partner or through a monthly or annual membership. The only way to get better is to learn from others, and if our access to information, knowledge, relationships and professional opinions helps others and their brands, then that makes what we do worthwhile.
Thanks as always for the continued support. We appreciate that you read our content each day, and hope to be able to earn some of your listenership in the future too.
5 Mistakes To Avoid When Pursuing Media Jobs
“Demetri Ravanos and I have easily done 50-60 calls, and it’s been eye opening to see how many mistakes get made during the hiring process.”
I recently appeared on a podcast, Monetize Media, to discuss the growth of Barrett Media. The conversation covered a lot of ground on business topics including finding your niche, knowing your audience and serving them the right content in the right locations, the evolution of the BSM Summit, and why consulting is a big part of our mix but can’t be the only thing we do.
Having spent nearly seven years growing this brand, I don’t claim to have all the answers. I just know what’s worked for us, and it starts with vision, hard work, consistency, and a willingness to adapt quickly. There are many areas we can be better in whether it’s social media, editing, SEO, sales, finding news, producing creative original content or adding more staff. Though there’s always work to be done and challenges to overcome, when you’re doing something you love and you’re motivated to wake up each day doing it, that to me is success.
But lately there’s one part of the job that I haven’t enjoyed – the hiring process. Fortunately in going through it, I was able to get to know Arky Shea. He’s a good guy, talented writer, and fan of the industry, and I’m thrilled to share that he’s joining us as BSM’s new night time editor. I’ll have a few other announcements to make later this month, but in the meantime, if you’re qualified to be an editor or social media manager, I’m still going through the process to add those two positions to our brand. You can learn more about both jobs by clicking here.
Working for an independent digital brand like ours is different from working for a corporation. You communicate directly with yours truly, and you work remotely on a personal computer, relying on your eyes, ears and the radio, television, and internet to find content. Because our work appears online, you have to enjoy writing, and understand and have a passion for the media industry, the brands who produce daily content, and the people who bring those brands to life. We receive a lot of interest from folks who see the words ‘sports’ and ‘news’ in our brand names and assume they’re going to cover games or political beats. They quickly discover that that’s not what we do nor are we interested in doing it.
If you follow us on social media, have visited our website or receive our newsletters, you’ve likely seen us promoting openings with the brand. I’ve even bought ads on Indeed, and been lucky enough to have a few industry folks share the posts on social. We’re in a good place and trying to make our product better, so to do that, we need more help. But over the past two months, Demetri Ravanos and I have easily done 50-60 calls, and it’s been eye opening to see how many mistakes get made during the hiring process.
Receiving applications from folks who don’t have a firm grasp of what we do is fine. That happens everywhere. Most of the time we weed those out. It’s no different than when a PD gets an application for a top 5 market hosting gig from a retail employee who’s never spoken on a microphone. The likelihood of that person being the right fit for a role without any experience of how to do the job is very slim. What’s been puzzling though is seeing how many folks reach out to express interest in opportunities, only to discover they’re not prepared, not informed or not even interested in the role they’ve applied for.
For instance, one applicant told me on a call ‘I’m not interested in your job but I knew getting you on the phone would be hard, and I figured this would help me introduce myself because I know I’m a great host, and I’d like you to put me on the radar with programmers for future jobs.’ I had another send a cover letter that was addressed to a different company and person, and a few more applied for FT work only to share that they can’t work FT, weren’t interested in the work that was described in the position, didn’t know anything about our brand but needed a gig, were looking for a confidence boost after losing a job or they didn’t have a computer and place to operate.
At first I thought this might be an exclusive issue only we were dealing with. After all, our brand and the work we do is different from what happens inside of a radio or TV station. In some cases, folks may have meant well and intended something differently than what came out. But after talking to a few programmers about some of these things during the past few weeks, I’ve been stunned to hear how many similar horror stories exist. One top programmer told me hiring now is much harder than it was just five years ago.
I was told stories of folks applying for a producer role at a station and declining an offer unless the PD added air time to the position. One person told a hiring manager they couldn’t afford not to hire them because their ratings were tanking. One PD was threatened for not hiring an interested candidate, and another received a resume intended for the competing radio station and boss. I even saw one social example last week of a guy telling a PD to call him because his brand was thin on supporting talent.
Those examples I just shared are bad ideas if you’re looking to work for someone who manages a respected brand. I realize everyone is different, and what clicks with one hiring manager may not with another, but if you have the skills to do a job, I think you’ll put yourself in a better position by avoiding these 5 mistakes below. If you’re looking for other ways to enhance your chances of landing an opportunity, I recommend you click here.
Educate Yourself Before Applying – take some time to read the job description, and make sure it aligns with your skillset and what you’re looking to do professionally before you apply. Review the company’s body of work and the people who work there. Do you think this is a place you’d enjoy being at? Does it look like a job that you’d gain personal and professional fulfillment from? Are you capable of satisfying the job requirements? Could it potentially put you on the path to greater opportunities? If most of those produce a yes, it’s likely a situation to consider.
Proofread Your Email or Cover Letter and Resume – If the first impression you give a hiring manager is that you can’t spell properly, and you address them and their brand by the wrong names, you’re telling them to expect more mistakes if they hire you. Being detail oriented is important in the media business. If this is your introduction to someone and they have a job you’re interested in, you owe it to yourself to go through your materials thoroughly before you press send. If you can have someone else put an extra set of eyes on your introduction to protect you from committing a major blunder even better.
Don’t Waste People’s Time – You’d be annoyed if a company put you through a 3-4 week process only to tell you they didn’t see you as a viable candidate right? Well, it works the other way too. If you’re not seriously interested in the job or you’re going into the process hoping to change the job description later, don’t apply. If the fit isn’t right or the financials don’t work, that’s OK. Express that. People appreciate transparency. Sometimes they may even call you back in the future when other openings become available. But if you think someone is going to help you after you wasted their time or lied to them, trust me, they won’t.
Don’t Talk Like An Expert About Things You Don’t Know – Do you know why a station’s ratings or revenue is down? Are you aware of the company’s goals and if folks on the inside are satisfied or upset? Is the hiring manager someone you know well enough to have a candid professional conversation with? If the answers are no, you’re not helping your case by talking about things you don’t have full knowledge of. You have no idea how the manager you’re talking to has been dealing with the challenges he or she is faced with so don’t pretend you do. Just because someone wrote an article about it and you read it doesn’t mean you’re informed.
Use Social Wisely – Being frustrated that you didn’t get a job is fine. Everyone goes through it. Asking your friends and followers for advice on social of how you could’ve made a better case for yourself is good. That shows you’re trying to learn from the process to be better at it next time. But taking to social to write a book report blasting the hiring manager, their brand, and/or their company over a move that didn’t benefit you just tells them they made the right move by not bringing you in. Chances are, they won’t be calling you in the future either.
Would Local Radio Benefit From Hosting An Annual Upfront?
How many times have you heard this sentence uttered at conferences or in one of the trades; radio has to do a better job of telling its story. Sounds reasonable enough right? After all, your brands and companies stand a better chance of being more consumed and invested in the more that others know about them.
But what specifically about your brand’s story matters to those listening or spending money on it? Which outlets are you supposed to share that news with to grow your listenership and advertising? And who is telling the story? Is it someone who works for your company and has a motive to advance a professional agenda, or someone who’s independent and may point out a few holes in your strategy, execution, and results?
As professionals working in the media business, we’re supposed to be experts in the field of communications. But are we? We’re good at relaying news when it makes us look good or highlights a competitor coming up short. How do we respond though when the story isn’t told the we want it to? Better yet, how many times do sports/news talk brands relay information that isn’t tied to quarterly ratings, revenue or a new contract being signed? We like to celebrate the numbers that matter to us and our teams, but we don’t spend much time thinking about if those numbers matter to the right groups – the audience and the advertisers.
Having covered the sports and news media business for the past seven years, and published nearly eighteen thousand pieces of content, you’d be stunned if you saw how many nuggets of information get sent to us from industry folks looking for publicity vs. having to chase people down for details or read things on social media or listen to or watch shows to promote relevant material. Spoiler alert, most of what we produce comes from digging. There are a handful of outlets and PR folks who are great, and five or six PD’s who do an excellent job consistently promoting news or cool things associated with their brands and people. Some talent are good too at sharing content or tips that our website may have an interest in.
Whether I give the green light to publish the material or not, I appreciate that folks look for ways to keep their brands and shows on everyone’s radar. Brand leaders and marketing directors should be battling daily in my opinion for recognition anywhere and everywhere it’s available. If nobody is talking about your brand then you have to give them a reason to.
I’m writing this column today because I just spent a day in New York City at the Disney Upfront, which was attended by a few thousand advertising professionals. Though I’d have preferred a greater focus on ESPN than what was offered, I understand that a company the size of Disney with so many rich content offerings is going to have to condense things or they’d literally need a full week of Upfronts to cover it all. They’re also trying to reach buyers and advertising professionals who have interests in more than just sports.
What stood out to me while I was in attendance was how much detail went into putting on a show to inform, entertain, and engage advertising professionals. Disney understands the value of telling its story to the right crowd, and they rolled out the heavy hitters for it. There was a strong mix of stars, executives, promotion of upcoming shows, breaking news about network deals, access to the people responsible for bringing advertising to life, and of course, free drinks. It was easy for everyone in the room to gain an understanding of the company’s culture, vision, success, and plans to capture more market share.
As I sat in my seat, I wondered ‘why doesn’t radio do this on a local level‘? I’m not talking about entertaining clients in a suite, having a business dinner for a small group of clients or inviting business owners and agency reps to the office for a rollout of forthcoming plans. I’m talking about creating an annual event that showcases the power of a cluster, the stars who are connected to the company’s various brands, unveiling new shows, promotions and deals, and using the event as a driver to attract more business.
Too often I see our industry rely on things that have worked in the past. We assume that if it worked before there’s no need to reinvent the wheel for the client. Sometimes that’s even true. Maybe the advertiser likes to keep things simple and communicate by phone, email or in-person lunch meetings. Maybe a creative powerpoint presentation is all you need to get them to say yes. If it’s working and you feel that’s the best way forward to close business, continue with that approach. There’s more than one way to reach the finish line.
But I believe that most people like being exposed to fresh ideas, and given a peak behind the curtain. The word ‘new’ excites people. Why do you think Apple introduces a new iPhone each year or two. We lose sight sometimes of how important our brands and people are to those not inside the walls of our offices. We forget that whether a client spends ten thousand or ten million dollars per year with our company, they still like to be entertained. When you allow business people to feel the excitement associated with your brand’s upcoming events, see the presentations on a screen, and hear from and interact with the stars involved in it, you make them feel more special. I think you stand a better chance of closing deals and building stronger relationships that way.
Given that many local clusters have relationships with hotels, theaters, teams, restaurants, etc. there’s no reason you can’t find a central location, and put together an advertiser appreciation day that makes partners feel valued. You don’t have to rent out Pier 36 like Disney or secure the field at a baseball stadium to make a strong impression. We show listeners they’re valued regularly by giving away tickets, cash, fan appreciation parties, etc. and guess what, it works! Yes there are expenses involved putting on events, and no manager wants to hear about spending money without feeling confident they’ll generate a return on investment. That said, taking calculated risks is essential to growing a business. Every day that goes by where you operate with a ‘relying on the past’ mindset, and refuse to invest in growth opportunities, is one that leaves open the door for others to make sure your future is less promising.
There are likely a few examples of groups doing a smaller scaled version of what I’m suggesting. If you’re doing this already, I’d love to hear about it. Hit me up through email at JBarrett@sportsradiopd.com. By and large though, I don’t see a lot of must-see, must-discuss events like this created that lead to a surplus of press, increased relationships, and most importantly, increased sales. Yet it can be done. Judging from some of the feedback I received yesterday talking to people in the room, it makes an impression, and it matters.
I don’t claim to know how many ad agency executives and buyers returned to the office from the Disney Upfront and reached out to sign new advertising deals with the company. What I am confident in is that Disney wouldn’t invest resources in creating this event nor would other national groups like NBC, FOX, CBS, WarnerMedia, etc. if they didn’t feel it was beneficial to their business. Rather than relying on ratings and revenue stories that serve our own interests, maybe we’d help ourselves more by allowing our partners and potential clients to experience what makes our brands special. It works with our listeners, and can work with advertisers too.