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Why Total Reach Matters More Than Ratings!

Jason Barrett

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One of the real benefits of being removed from the inside of a radio station, is that you can analyze things about the industry without having your judgment skewed as a result of being too close to certain situations.

During the past 10 years, I’ve programmed four radio stations, and during that time I’ve always looked forward to ratings day. Usually once per month on a Monday at 12pm, my station’s would receive their report, and get a better understanding of how the audience was connecting with the product, where the strengths of the brand were, and what challenges needed to be addressed.

moneyFor some air talent, this was an important day because a strong performance meant a ratings bonus. For sales people it mattered because a good story could help them in their quest to gain larger investments from clients. And for some like myself, it was an opportunity to learn if the vision and execution for the brand was working.

Having had a chance now to step back, and remove myself from the daily rigors of running a station, I don’t miss that part at all. I thought I would but I don’t.

I know what you’re thinking “you’ve always loved ratings, and you’re not in a building, so that’s why it’s not as big of a deal”. Honestly, my opinion is based on a bigger reason – in its current state, the performance of a personality, brand, and talk show, can’t be measured accurately or receive its fair market value!

I could spend all day railing on the ineffective PPM ratings system, but that’s not my focus. The issue I have is with the mindset of our industry, those who buy and sell advertising, and those who have a chance to influence change but accept the status quo.

One of radio’s biggest problems, is that it’s reactionary. Rather than lead the charge to innovate, and introduce new brands, sounds, and people, the business lives in the past, and present.

How many markets can you think of where a personality who has failed or underperformed in the ratings, gets hired by 3-4 different stations? Rather than take the more difficult road, and introduce something new which will have short-term setbacks, but pay long-term dividends, we default to what we are comfortable with. Someone else’s trash becomes our treasure.

That’s not only an on-air problem, it’s a behind the scenes issue too. Sales people rotate back and forth between various stations in each city, because the talent pool is thin, and scouting, recruiting, and developing people is hard. It doesn’t matter if someone has not made budget multiple times for 2-3 other brands, if they join our team, we’ll get them on track.

That sounds good until the leopard shows their spots and delivers the same exact results as they had before.

I’m not here to single out anyone, but I do want to draw attention to what I believe is the future of impact, and it’s something that should be keeping every single Owner, Corporate Executive, General Manager, Sales Manager, Program Director and Advertising Agency Buyer awake at night.

I’m talking about the power of reach!

There is too much confusion in our business right now about what matters when measuring the performance of a station and/or personality. There’s also a poor understanding of the worth of our products across multiple platforms. More sales people look at the sum total of what they’ve asked a client for, and judge the transaction as a win or loss based on if they get the sale, rather than analyze the entire worth of the package.

Let me give you an example.

mks If you are in New York, Michael Kay is a pretty big deal. He’s the voice of the New York Yankees, and hosts afternoon drive on 98.7 ESPN New York. His program is simulcast on the YES Network, and can also be heard on SiriusXM, the station’s website and mobile app, as well as through TuneIn and Slacker.

For those who can’t hear it LIVE, audio and video of the program can also be enjoyed via a podcast on the station’s website, Apple iTunes, Player.FM, and on YesNetwork.com. Michael is also on Twitter and has 146,000 followers.

This is what a major brand looks like.

The only question is, does the program receive its full value from advertisers who have their products and messages delivered to listeners on all of these platforms? I want to believe that they do, but I’m not convinced.

Why do I say that? Because in running stations in multiple markets for the past 10 years, sales people are more focused on hitting their number, rather than looking at what the value is of their brand and controllable assets. Advertisers, and ad agencies also have this belief that if they’re going to give you one hundred thousand dollars for three months of advertising, then you better give them as much bang for their buck as possible.

In many cases the sales person will offer “added value” sponsorships before a client even asks for them. Many reps also lack confidence, and a keen understanding of digital and social media advertising, therefore generating large dollars on them becomes nearly impossible.

Now listen, there’s nothing wrong with super serving a client, and hitting the budgeted goal that was set for the sales rep based on traditional radio advertising. But it’s foolish to think we’re going to drastically increase rates and get our worth from advertisers, when our entire history shows we undervalue our brands, and cause our own pricing problems.

975thefanaticThis past week in Philadelphia, WIP and 97.5 The Fanatic were engaged in a tight ratings race. WIP won the PPM battle which based on today’s standards means they were the #1 rated brand. However, the Fanatic’s streaming numbers were outstanding, which when combined with the over the air measurement, forced a dead heat between the two stations.

For both brands, they had a story to work with. Based on the existing model our industry works with, WIP is winning. Delivering radio ratings is what the talent are expected to do, and selling those ratings is what their reps are charged with. Except there’s one big problem – if these are the only two areas to concentrate on, how can the industry grow?

Do we really believe that advertisers are only going to care in the future about the way a station performs in PPM? Are sales reps going to only be measured based on how they sell traditional advertising?

We don’t seriously believe that listening through our websites, mobile apps, on-demand, and through other audio providers who we partner with doesn’t count do we? If a PPM meter picks up the audio signal then the listening counts, but if it doesn’t then the listener never really listened to our programming?

I’ve got a better chance of growing a full head of hair than listeners and buyers accepting that nonsense.

partyThis goes back to radio being reactionary, rather than out in front. Who’s fault is it that we have poor measurement? Ours! Who decided to make programming available in all of these other locations yet accepted a system where those listening numbers don’t count towards our proof of performance? We did.

How can we on one hand place our content across multiple platforms, and reward the user, yet on the other hand limit our own ability to demand larger dollars from clients? The system they use to determine whether or not our product performs, doesn’t take into account the total amount of listening in all of these other locations.

You can make a case that the listening being done on all of these other platforms is more reliable than the number you receive in your monthly ratings report. We can tell which days and times a listener clicks on a button and streams the radio station, and which content appeals most to them. Meanwhile, we can’t be sure if we have 100,000 listeners sampling the station on a radio, because that number is determined by 20-30 people carrying a meter.

We also don’t know if those who carry meters have left the device near the radio and walked out of the room, or if they really listen. We have little information about what their content preferences are, and if one meter breaks routine and is unavailable to listen due to a business meeting, vacation, or other distraction, it has a drastic impact on that month’s ratings for the radio station.

How crazy is this, an individual could have their device on, walk into a grocery store which has the radio station playing over the speakers, and if the meter picks up the audio signal for five minutes, that station will get credit for listening. It doesn’t matter that the person with the meter was only exposed to the audio, and not interested in it.

Is this really the best we can do for ourselves, our advertisers and our listeners?

I believe total audience reach and brand association should be priority number one for clients and operators. You can have a great ratings report, and that’ll be part of your story, but as I showcased above with Michael Kay, advertisers are smart enough to recognize when a brand has power to connect their product with a big audience. If you want to reach the largest sum of people, you invest in partnerships with people who have the ability to pull in customers from numerous locations.

mk3If Michael’s TV and radio ratings for the show were low, yet his streaming, podcast, mobile sessions, and audio partnerships were producing giant numbers, then he still has a big audience to offer to an advertiser. Sure it’s better if you have the ratings to go along with it, but listening is more splintered than ever, and the grand total of audience carries much more value than a monthly ratings report.

Think about this, if Michael sent out a tweet to his 146K followers promoting a company, and a bunch of people take his advice and buy the product, don’t you think that satisfies the client? Do they care where the lead came from? No! They simply want more customers, so they can make more money. If they associate with Michael, and their business grows, you better believe they’re going to continue investing in him, and his radio station, even as the rates increase.

If I was spending my money, I’d want to know that my company is reaching the largest audience possible, and providing a return on my investment. I don’t care what report you show me, I want to know that my message has been consumed, and it’s leading to results. However you accomplish it, and on which platform you do it, that’s irrelevant – just help me grow my business!

Voltair has already exposed PPM for having major flaws, and although Nielsen is taking steps to improve their measurement, industry leaders now question whether or not they are reliable. How are you supposed to change a perception when the reality is that the service isn’t 100% accurate? I’m not sure you can.

The most important lesson we’ve learned though, is that it’s the user who has changed the game. People want what they want, when they want it, on the platforms they consume content on, and it’s the company’s issue to figure out how to gain credit for the product consumption, and how to monetize it.

Case in point, look at Katie Nolan of Fox Sports.

katieIn Katie’s case, her reach is way more powerful than her television program. I’ve watched a bunch of her material and I enjoy it immensely, but I have only watched her on television once! I’ve watched her videos on YouTube numerous times, and I’ve clicked links that she’s promoted on Twitter and Facebook. I don’t set an appointment to watch her on television, but I do seek out her content.

Does that mean my viewing doesn’t count or matter? Of course not. It’s Fox Sports’ issue to figure out how to monetize the audience who consume her work in multiple locations, and it’s Katie’s job to simply produce outstanding content that keeps the audiences coming back, and expanding.

If an advertiser is smart, they’ll invest with Katie and Fox, because they recognize they have an ability to reach people. In the end, it’s about brand exposure, influence, and sales. If Katie can put eyeballs and ears on a product, then it shouldn’t matter where it originates from. It’s even more likely to work if that advertiser utilizes her for a personal endorsement. When a talent passionately gets behind a product, the results are often much higher.

There’s another side to this story, and it applies to the advertisers and ad agencies. They need to be part of this solution too. Radio groups have lived and died with Arbitron and Nielsen because it was the system that agencies believed best reflected the interest of the audience in the station’s programming.

Does it have some benefits? Yes. Should it continue to be utilized? Sure. Does counting streaming and mobile help? Yes. But if you’re an advertiser, and you’re utilizing an agency to place your advertising, you should want to see more specifics, results, and total cume across all media platforms, not just a radio and/or television ratings report.

Wouldn’t you want to see what an impact looks like for your brand if you associate your product with a station or personality’s Facebook and Twitter accounts? Wouldn’t you like to know how your brand benefits by being associated with the station’s podcast, and YouTube page?

Maybe your sponsorship includes an association to the brand through TuneIn, Slacker and iTunes. If a show is on radio and television, are you being featured in both locations, and how do you explain it if the advertising is working on the show in one location but not the other?

worthAfter all of that has been considered (and there’s many more ways to extend a sponsorship too), then you have to decide, which percentage of your buying should be higher on certain platforms, and lower on others. You also need to decide if you’re willing to invest more in reaching more people. For some clients, that’s not possible.

Is it a lot of extra work with enormous challenges for radio people and buyers? Yes. But we’re not living in a world anymore where television viewing takes place between channels 2 and 13, and radio listening happens only inside of an automobile. We owe it to ourselves, our clients, and our listeners, to do better in showcasing our brand’s true story.

The final piece to this puzzle, comes from the talent side. And this is an area that is going to give some operators and executives indigestion.

Talent today are paid to perform a radio program, which can also be featured on the station’s website, mobile app, and through other audio partnerships. If the program they perform delivers a strong PPM ratings performance, most groups reward them with a quarterly bonus.

Talent are also asked to endorse products in exchange for additional compensation, and most employers require that they contribute to their companies digital efforts either through creating additional written or video content.

But what happens when they start losing out on bonuses because the product is being consumed in other places where it impacts their credit?

What if a program delivers massive streaming numbers or podcasting numbers, but it’s not showing up on the ratings report? Shouldn’t the talent be incentivized for that? If they get behind the strategy, promote it effectively, and the station delivers record numbers on these platforms, which leads to increased interest and business from clients, shouldn’t the talent share in the success? Will bonuses change in the future and include performance incentives across all audio platforms?

digitalI hear radio companies today talk a lot about the importance of being stronger in the digital space, and users have already demonstrated that they will reward those efforts if the content available is good, and presented by personalities they enjoy reading or listening to. However, what I don’t see being discussed is how the talent shares in this space.

If you’re a personality, and you’re hired to host a radio program, deliver ratings, and help advertisers sell their products, and you check all of those boxes, you’ve done your job. However, if you’re willing to add on writing and creating video for the brand’s digital platforms, that’s even better. It shows you’re willing to do whatever it takes to connect with your audience, and support your employer.

But when that added work starts to register, and becomes profitable to the place of business, employers shouldn’t be surprised when a talent is back inside the office with their hands out asking for more. If you want to grow your digital performance you need great performers, and the talent will do the work, but eventually it will cost something.

In your place of business, do you have a bonus system in place for a talent if they deliver a certain number of podcast downloads? Do you have a rate card established for talent who endorse a client’s products on their Twitter account? Is there an incentive strategy for them if they produce written or video content and deliver an agreed upon number of clicks?

I’m not talking about “added value”, “we’ll get you some trade” or “we’ll throw a few bucks your way”. If we can create a radio ratings bonus structure to keep talent pushing to perform, then there should be other systems in place to reward them for taking on additional projects to help the company grow its digital footprint.

The mentality too often in our industry is to demand our people to do more, and fail to reward them for it. When we do that it usually results in them doing what was requested, but not emotionally getting behind it. It’s equivalent to reading a LIVE mention, and delivering a personal endorsement. One pays you, one doesn’t. Coincidentally the talent invest themselves in the LIVE spot, and breeze past the mentions.

This may require bigger conversations with multiple leaders, and different companies, but as the media landscape continues to evolve, this will become a bigger focus, and if we don’t start thinking about it and planning for it now, it could become a bigger problem.

choice2The last thing I’ll leave you with is this. Today, we place the content of our shows into multiple locations, which leads to splintered listening, yet we fail to build a complete strategy to capitalize on all of it. You can offer great content in ten different places, but the user is still only going to consume it in one. If you’re going to do that, and potentially impact your own performance on a platform which may be more important, shouldn’t you be sure that it makes financial sense to do so?

There’s a world out there that craves our content, but likes to choose when and where they get it. It’s our job to figure out how to capitalize on that interest, and promote our effectiveness across ALL channels, not just one measurement system.

To succeed there needs to be additional training, new ideas, and new people. You can’t expect everyone to grasp every new concept, and what they’re preparing for today, may not even be what’s important to your business’ bottom line in 2-3 years.

There is though one thing I firmly believe. If you want to command larger dollars in the present and future, you better have reach on your side. Total audience has more staying power, and long-term revenue potential than any other measurement.

My advice, be everywhere you can, and have a game plan for how you’ll present your data to those who are considering doing business with you. No client is going to reject doing business with you if you have a large audience to offer. Even if it’s built through multiple platforms. You can stick with what you know, and do what radio is notorious for doing, which is waiting for it to become a bigger deal. The only question I have is, can you really afford it?

Barrett Blogs

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

Jason Barrett

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

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

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

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Barrett Blogs

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

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

Jason Barrett

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

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

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

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

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

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

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

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

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

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

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

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Barrett Blogs

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

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

Jason Barrett

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

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

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

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

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

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

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

And it worked.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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