Connect with us
blank

Barrett Blogs

This Fire Is Out of Control and ESPN Can’t Put It Out

Jason Barrett

Published

on

ESPN SC6

I fully intended to avoid writing about this topic because I’ve grown increasingly tired of the whole political-sports media dance. But then a whole new chain of events unfolded, and now here I am, using a line from a Franz Ferdinand song to describe the mess ESPN finds itself in – “This fire is out of control.”

By now you’re probably aware that Jemele Hill of ESPN’s SC6 went off on Twitter about President Donald Trump. If you haven’t seen her tweets, it’s your lucky day. See below.


blank

Hill’s tweets created a stir on social media, leading ESPN to issue a statement. The network said they had talked to Jemele about her actions and she realized they were inappropriate.

But that didn’t satisfy the masses. The pressure increased when White House Press Secretary Sarah Huckabee Sanders was asked about Hill’s comments during a briefing with the press, and said Hill’s remarks were “one of the more outrageous comments anyone could make” and added that she thought Hill deserved to be fired.

Media outlets latched on to the story, but it picked up even more steam when Clay Travis spoke to a number of ESPN employees off the record, and broke the news that Linda Cohn had previously been suspended after making public comments about the company turning off their core viewers by moving away from covering just sports and allowing politics to enter the equation during a radio interview in April on WABC radio in New York.

Travis questioned why Curt Schilling was fired for his actions, yet Hill was given a pass. The former MLB pitcher was terminated after sharing a post on social media about the North Carolina law which barred transgender people from using the bathroom and locker rooms that don’t correspond with their birth genders. Schilling also made comments previously about Hillary Clinton deserving to be buried under a jail somewhere, and comparing extremist muslims to Nazi’s which also didn’t sit well with network executives.

After Schilling was fired, respected author James Andrew Miller said, “If you’re taking a paycheck from ESPN, you have to be extra careful about how you communicate publicly and always err on the side of caution and responsibility. It’s not an unfair or impractical position for ESPN to hold. If you want to express your own opinions in a provocative way on social media, then ESPN and a lot of other media organizations are probably not where you should be working.”

Those comments sound reasonable but where things become complex is when you compare how Schilling, Cohn and Doug Adler were dealt with versus the way Hill was handled. ESPN has been labeled as a network which carries a left leaning agenda, and their handling of this situation hasn’t done anything to change that perception.

During an appearance on FOX News, former analyst and NFL defensive back Jason Sehorn confirmed that he had been asked to avoid any discussion about politics while working at the network. Expecting a television analyst to steer clear of political conversations seems like a valid request, except Sehorn was known for being an avid supporter of the Republican party. In fact, he even spoke at the 2004 Republican National Convention.

Former sideline reporter Britt McHenry then chimed in, adding that while working at ESPN she was reprimanded for supporting tweets that were conservative leaning.

blank

By now you’re thinking, this must be the worst of it right? Well, not exactly.

On Thursday, Think Progress reported that ESPN tried to take Jemele Hill off the air on Wednesday night, but the plan backfired when her partner, Michael Smith, refused to host SC6 without her. Network executives allegedly reached out to two other black personalities, Michael Eaves and Elle Duncan, to see if they would step in. When those inquiries were rejected, and the company couldn’t find anyone to step in, they reversed their position and had Hill return to work with Smith.

ESPN denied the report, telling Think Progress they never asked anyone to replace Hill on the show, period. Senior Vice President of news and information Rob King said, “Wednesday was a hard and unusual day, with a number of people interpreting the day without a full picture of what happened. In the end, ultimately, Michael and Jemele appearing on the show last night and doing the show the way they did is the outcome we always desired.”

Think Progress has since updated their story with additional details, painting a picture that suggests ESPN hasn’t been completely truthful about the situation. In every story there are three sides – yours, mine and the truth. Each party has much to lose therefore keeping the specifics behind closed doors is important. Leaks do happen when high profile brands and people are involved and at this point, ESPN is trying to do damage control.

After making her inflammatory comments about Trump, Hill received support from the National Association of Black Journalists. She also received social media support from a few of her fellow colleagues.

blankblank

There are likely detractors of Hill’s inside ESPN as well, but going public with those opinions would only create unnecessary attention. Given how the network has dealt with previous situations involving employees who see the world differently, the reality of being hurt professionally makes it a wiser decision to stay silent.

Hill has since taken to Twitter to apologize for her personal beliefs putting ESPN in a difficult position. But she didn’t apologize for what she said. In fact, her original tweets remain up on her Twitter account.blank

If you thought that was the end of this story, guess again. It became an even bigger topic of conversation on Friday when the President of the United States, Donald Trump, posted this tweet.

blank

Whether you’re a Trump supporter or a Trump critic, it’s undeniable that his message reaches a large volume of Americans. Over 38 million people follow him on Twitter, and his tweets are picked up by media outlets across the nation. For a network looking to decrease the noise, and return to business as usual, that becomes impossible when every local and national news outlet is advancing the conversation and painting ESPN in a negative light.

Which brings me to the point of the column where I’ve got to interject a few opinions of my own.

Why are we in this situation in the first place? We’re having a conversation about sports media personalities and the ramifications of their public political positions because ESPN’s leadership has permitted it and wavered in how they handle different situations. For well over thirty years, ESPN has been the gold standard in sports media, but the past few years have included a large number of self-inflicted wounds, which begs the question, why are these things continuing to happen?

It pains me to see this unfold from afar because I grew up loving ESPN. My affinity for the company and its people moved me enough to want to go to work for them, a dream I was able to realize in 2004. But as I look at where things stand now, I don’t see the same amazing brand I once did. There are many great people still there, and I’m sure they hate this as much as I do because they’d prefer to get back to talking sports, having fun, and representing the ideals for which ESPN became special the past thirty eight years.

I want to pose a few questions that I hope will make you think.

Which direction does Mike Greenberg, Mike Golic, Scott Van Pelt, Freddie Coleman, Louis Riddick, Jon Gruden, Chris Berman, Trey Wingo, Kirk Herbstreit, Karl Ravech and Suzy Kolber lean politically? Maybe you know. Or like most people, you’d have to know them personally, talk to them at a public function, or dig thru pages of content online to find out.

Why does that matter? Because they go to their job, focus on satisfying the sports fan and don’t make the mistake of allowing their personal views on other issues in life to drive a wedge between them and their audience.

If you listened recently to my BSM Podcast episode with Jim Rome, he made an excellent point. The CBS Sports Radio host said that if you asked his audience which way he leans politically they’d have a hard time figuring it out. Keep in mind, Rome has been on the air for over 25 years, and he’s pretty opinionated. He understands his lane, stays in it, and respects his audience enough to avoid giving them a reason to tune out.

blank

Whether they accept it or not, every ESPN personality is a representative of the brand. The second they speak out on a political, racial, religious or social issue, whether intended or not, they are placing their employer in an unenviable position. The public is smart enough to understand that the individual’s views don’t represent the views of the entire company, but that doesn’t mean the attention doesn’t harm the brand’s reputation or business. If a person is going to occupy a public position and use a company’s platform to reach an audience and earn a living, they’ve got to understand that there are a certain set of responsibilities that come with it.

I’ve heard people the past few days say “Jemele isn’t speaking on behalf of ESPN, she’s talking about her own views.” Hogwash. Without ESPN, Jemele Hill the citizen can speak however she wants, but she’d be reaching a much smaller audience.

Anytime an on-air personality enters this territory my first thought is what exactly are you gaining from this? Is the validation of a few thousand fans and colleagues on social media worth it? Is getting under the skin of the political establishment worth the potential damage you could be doing to your career?

ESPN has built a stellar reputation over the past three and a half decades, and when employees of the company take these political positions, they put their employer in a position to be publicly damaged, and lose audience and advertising dollars. The four letter network is in the business of creating content for its fans and using it to sell advertising to existing and prospective clients. Regardless of intent, this conversation does little to help them increase viewership or gain additional business.

Ask yourself this question. What do you tell an ad buyer who’s white, spends a bunch of money on ESPN and voted for Donald Trump? Do you think they’re going to feel good about continuing to invest in a person/show which spit in the face of their personal beliefs? Do you think they’re simply going to make a ‘business decision’ with their ad buys rather than allow their personal feelings to enter the equation?

What about if you’re a white sports fan who enjoys ESPN, specifically SC6, and you voted for Donald Trump. Maybe you liked Michael and Jemele’s style, but when the social media commentary offered by Jemele suggests that Trump’s rise to power is the result of white supremacy, are you OK being labeled that way?

blank

Consider this, Donald Trump, whether you love or loathe him, did receive nearly 63 million votes. He also won 2,728 of 3,113 counties across the country. Political beliefs aside, are we really going to suggest that MOST of those people who voted for him fit the description of which Hill was talking about? Maybe I’m giving people too much of the benefit of the doubt but I don’t believe that to be the case.

I’ve said it before but it bears repeating, a sports media personality represents their brand at all times. If you don’t like it and prefer not to be branded as Person X of ESPN, Person Y of FOX Sports or Person Z of CBS, then you might want to reconsider whether or not a public life is the right fit.

And it carries over beyond sports media too.

If Aaron Judge made the remarks that Jemele Hill did, they would do damage to the New York Yankees brand. If Mark Zuckerberg made them, they’d hurt Facebook. If Taylor Swift made them, they’d hurt her record sales, merchandise sales, and concert attendance. You get the point.

Here’s another question that many are wondering but not comfortable discussing because it stokes the flames of race. If this situation involved Scott Van Pelt or Mike Greenberg blasting Barack Obama while he was in office, in the same manner that Jemele Hill crushed Trump, what do you think happens? If you’re going to suggest the company would have done the exact same thing, wake me when you return to reality so we can have a real conversation.

I love that ESPN has embraced a diverse culture. They’ve not been afraid to take chances whether it’s launching The Undefeated, five thirty eight or rolling out SC6. Heck, even trotting out Sergio Dipp on the sidelines for Monday Night Football was a risk, one which unfortunately didn’t work out due to a rough night of execution. I’ll never rip a company for taking chances because I think that’s essential to growing a business, but in this particular situation, unnecessary tensions have been created, and people have been forced to take sides, all because the conversation shifted into areas that were not in line with the audience’s expectations.

Looking ahead, there are a few elephants in the room that ESPN needs to get out of the way of. The first one involves the issue of political bias. Whenever it’s mentioned, the network quickly rejects it and in many cases, becomes incredibly sensitive over it. Trust me, I know. When BSM conducted a survey in March, it didn’t sit well with many inside ESPN. Some even took me to task publicly for it.

blank

Rather than absorb the information and recognize the very real problem on its hands, the company instead tried to wage a PR war by dismissing the data and criticizing the individuals reporting it. But how else do you explain the double standards in this situation involving Hill? Or the ridiculous controversy that ESPN created with Robert Lee? Or the Caitlyn Jenner decision at the ESPYS? Each of those situations were created by the company or their people, not media critics, FOX Sports employees or viewers who can’t let go of the glory days of Keith Olbermann and Dan Patrick hosting SportsCenter.

The second challenge, which I think is much harder to change, is to improve diversity of thought inside the company, and that includes at the highest levels. Bob Ley acknowledged last December that this was an area where the network needed to improve, and that may be easier to fix on the air, but what about up top? It’s been well documented that John Skipper and Bob Iger prefer the democratic party, and Connor Schell, who became Skipper’s right hand man in June, shares similar views. It’s wishful thinking to expect things to be approached differently when the top decision makers lean in the same direction.

Clay Travis wrote in his latest Outkick The Coverage column, that ESPN has two choices in front of them for how to handle these situations going forward. Option #1 would be to announce that they will not police speech that takes place off their airwaves or outside of their websites or print publications. The second option would be to take the position that no employee at ESPN is allowed to publicly discuss politics on their social media feeds.

Guess which one I’m going to pick – Option #2!

https://www.youtube.com/watch?v=pVM-c2t6KVA

If a company wants to maintain standards and avoid having to read between blurry lines to address these type of issues, they’ve got to be consistent in how they handle each situation. If an employee violates the rules, they face the consequences. If individuals don’t like or agree with the policy, there are other places to work.

By choosing the first option, you’re dismissing the influence that social media has on people, and you’re leaving it open for company employees to operate without consequence. I can only imagine the disasters that would follow if Bristol Inc. operated that way. We’re not talking about some small operation here folks. We’re talking about a company that is publicly traded, features thousands of employees and business partners, and generates billions of dollars in revenue.

ESPN finds itself at a crossroads. They’re faced with different economic realities than they’re used to and they’re operating in a new media world where the lights are always on and microphones are present. Whether it’s on their airwaves, their websites, their personalities social media pages or in public conversation, when an employee speaks out on issues that are removed from what ESPN does best, they create a divide. That helps nobody.

blank

With the network trying to hang on to every customer it can and avoid future mass layoffs, there’s never been a more important time for John Skipper and Bob Iger to fix these issues. The first step is to accept responsibility and acknowledge that the issue was bigger than they had imagined. The second is to install a policy which leaves no wiggle room, and is fair to people on both sides of the aisle. The final part of the puzzle is to invite different points of view on the air and inside of conference rooms to present a more level playing field inside the company. The goal should be to make fans of both political parties feel good about spending a few hours enjoying the network’s content and supporting its business partners. That’s especially important with disconnected fans/viewers ages 35 and up.

Sports isn’t supposed to be a right or left choice. But when on-air talent wander into areas that the audience doesn’t tune into them for, the relationship between host and viewer/listener can suffer. It’s critical to know what your brand is, what the audience expects, and then satisfy those expectations. It may sound silly but sometimes it pays to stick to sports!

Sign up for the BSM 8@8

The Top 8 Sports Media Stories of the Day, sent directly to your inbox, every morning at 8am ET.

Invalid email address
We promise not to spam you. You can unsubscribe at any time.

Barrett Blogs

ESPN Has Made It Clear, Radio Is Not a Priority

“What’s unfolding now at the worldwide leader is disheartening because it could have been avoided.”

Jason Barrett

Published

on

blank

This is not a column I wanted to write. For years, I’ve expressed how much better the industry is when ESPN Radio is healthy. I’ve maintained friendships at the network, the company has supported our BSM Summit, and I reflect fondly on the few years I spent working there earlier in my career. It was a special place to work and I learned a lot about becoming a pro in Bristol.

But this ESPN Radio is not the one that I and many others were fortunate to be a part of under Bruce Gilbert. It is not the one that Traug Keller, Scott Masteller, and other radio-first believers oversaw. This current version lacks radio instincts, focus, passion, and care. That may be an opinion that folks in Bristol, New York, and Los Angeles offices don’t want to hear but the decisions made in recent years make it difficult to see it any other way.

ESPN Radio used to obsess over serving the sports fan, its radio affiliates, and network advertising partners. But serving the company’s television and digital interests is what matters most now. Relationships with radio operators have changed, interest in operating local markets has decreased, and though I’m sure some will defend the network’s interest in satisfying advertising partners, it’s hard to do that a day after the entire national audio sales team was gutted. Thankfully Good Karma Brands is passionate about the audio business and helping their sales efforts. If they weren’t involved, who would be leading the charge in Bristol?

I didn’t start this week planning to drop a truth bomb but as I sat here on Tuesday and fielded text after text and call after call, I couldn’t help but be disappointed and upset. This network has been a staple of the industry for over thirty years. Yet in less than ten it feels they’re closer to turning off the lights than celebrating success. That should not happen when you have the partnerships, history, and talent that ESPN has.

What saddens me is that it didn’t have to reach this point. ESPN Radio had chances to sell in the past to outside parties. They declined. Folks inside of Disney felt the network was worth more. Well, how’s that looking now? If the company wasn’t going to commit to doing it the right way, and was just going to cut its way to the bottom, why stand in the way of others who’d pay to save it? It’s eerily similar to what just happened with Buzzfeed News. The company thought it was better than it was, and within a few years, the whole thing crumbled.

If this were the first time the network looked bad, I’d go easier on them. I understand the business, and sometimes brands or companies make mistakes or have to make difficult choices. It’s why I didn’t bury the network when Mike and Mike ended. Though I knew replacing their stability in mornings would be tough, I felt the network had earned enough clout over the prior years to be given the benefit of the doubt with a new show/lineup. I also applauded the company for replacing Zubin with Max, defended paying Stephen A. Smith top dollar, and supported GetUp! when it was popular to predict the show’s funeral.

But how can leadership in Bristol expect radio operators to trust their decision making at this point? I’ve talked to network executives privately and publicly about these issues for years, and have been told repeatedly that the radio business matters to them and becoming more consistent was a priority. At some point though the actions need to match the words. Unfortunately the only consistency taking place is change, and it often isn’t for the better.

I’ve lost count of the phone calls, texts, emails and direct messages I’ve fielded from PDs, executives, market managers, and ad agency professionals who’ve asked ‘should I be doing business with this network? Can you help me rebrand and redesign my radio station without ESPN Radio?‘ Yesterday alone I took five calls including from two who have expiring deals coming up. Think they’re in a rush to extend a partnership given what’s going on?

If you turn back the clock, some will say that things began to go in the wrong direction when Bruce Gilbert and Dan Patrick left. Though those were big losses, there was still a lot of confidence across the industry in ESPN Radio after they left. The early signs of issues at the network really started in 2014. That’s when Scott Masteller and Scott Shapiro departed. Masteller went on to program WBAL in Baltimore, and Shapiro teamed up with Don Martin to strengthen FOX Sports Radio.

Fast forward to 2020, and the heart and soul of the network, Traug Keller retired. Traug had more in the tank when he signed off, and when I talked to him prior to his exit, he denied being forced out or having concerns about the future direction of the network. Those who know Traug, know that’s he’s a class act and not one to air dirty laundry. But I also know he’s smart. As I look back now, I can’t help but wonder if he knew the ship was headed for an iceberg. I have no doubt that the network would be in better shape today if he were still there.

After Traug’s exit, a year later, Tim McCarthy was let go in New York. The network even cut ties with longtime voice talents Jim and Dawn Cutler, though they stayed on the company’s top stations in NY and LA.

Though I hated to see all of them go because they were good at their jobs and valuable to the network, the one that made a little more sense was Tim’s exit because that had more to do with Good Karma taking over in New York. Tim has since landed with the Broadcasters Foundation of America, and Vinny DiMarco is now leading 98.7 ESPN NY, and I’m a fan of both men.

But now here we are in 2023, and once again, the folks being shown the door are the people who dedicated their lives to radio. Among the casualties, Scott McCarthy, the network’s SVP of Audio, Pete Gianesini, Senior Director of Digital Audio, Louise Cornetta, Digital Audio Program Director, and two good local sports radio programmers, Ryan Hurley at 98.7 ESPN NY, and Amanda Brown at ESPN LA 710. All of them good, talented people with track records of success in the format. I struggle to explain how ESPN Radio is better today without them.

By the way, I haven’t even touched the talent department yet. But let’s go there next.

In less than eight years, ESPN Radio’s morning show has featured Mike & Mike, Golic & Wingo (Mike Golic Jr. and Jason Fitz were added as contributing voices), Keyshawn, JWill & Zubin, and Keyshawn, JWill and Max. Middays have included Colin Cowherd, Dan Le Batard and Stugotz, Scott Van Pelt, Ryen Russillo, Danny Kanell, Will Cain, Mike Greenberg, Jason Fitz, Stephen A. Smith, Bart & Hahn, and Fitz and Harry Douglas. Afternoons have been a combination of Le Batard and Stugotz, Bomani Jones, Jalen & Jacoby, Golic Jr. & Chiney, Canty & Golic Jr. & Canty and Carlin. I could run down the changes at night too, but you get the picture.

As a former programmer and current consultant, I know that radio is a relationship listen and investment. You can’t build an audience and attract sponsor support for talent and shows if the product constantly changes. Most PDs or executives who make this many changes during a short period of time, usually aren’t around very long. Yet ESPN has allowed this to continue, which leaves me to question how much they value their radio network.

Look, I’m sure this is a tough week for those in management at ESPN. Having to tell folks they’re not being retained and watch friends say goodbye is a crummy part of the job. I’m sure some have even fought to try and avoid this bloodbath. But when the news comes down from up above that 7,000 jobs are being eliminated, it’s not a question of whether or not people are talented and valuable, it’s simply about the bottom line. I feel for the folks at ESPN who have to deliver the bad news this week but also for those who are staying and now have limited support around them to make a difference.

By decimating the radio department there are now bigger questions to be answered by Jimmy, Burke, Dave, Norby and the rest of the management team. How much does ESPN value the radio business and the stations they’re in business with? If most of the people who’ve built relationships with local stations are gone, talented programmers are being ousted, talent changes happen far too frequently, and the company becomes less involved in local markets, why is anyone to believe this space matters to ESPN? What exactly are stations gaining from partnerships besides the use of four letters and the opportunity to air play by play events?

The network expects these stations to provide them with inventory, rights fees, branding, promotion, and clearance of certain programs so isn’t it fair of stations to have expectations of the network too? Don’t radio network partners deserve consistent quality programming, relationships with managers who prioritize audio, and less negative PR?

Most who I talk to about this situation believe the network’s glory days are gone. That’s fine. Just because this isn’t the ESPN Radio of 2005 doesn’t mean it can’t be great. The product exists now to primarily serve mid to small market operators who can’t afford local content, major market stations who don’t want to spend on evening and overnight shows, and company owned stations that can be utilized to promote the company’s digital and television content. ESPN does gain value for their radio shows on TV and podcast platforms, but those benefit the company much more than their radio partners.

The general feeling in industry circles is that FOX Sports Radio now delivers the best national radio product, CBS Sports Radio has better consistency but similar east coast content issues, and others don’t have strong enough brand recognition or content to justify a change. If sports betting continues to gain mainstream acceptance and bring cash into the marketplace, that could help outlets like VSiN, BetQL, and SportsGrid gain greater traction. If Outkick gets more aggressive with offering content to local markets, especially in the south and Midwest, that could be another interesting option.

The bigger question is whether there’s enough audience, revenue, and excitement for national content in today’s sports radio space. If most major markets are focused on local, is there enough out there in rural America to keep networks excited?

I do know that just ten years ago CBS Radio entered the space because they saw value in it. NBC Sports Radio leaped in too. FOX Sports Radio went all-in for Colin Cowherd, and ESPN Radio was healthy. Even SiriusXM continues to expand its national offerings, and three sports betting networks saw value in pursuing national distribution. It’s hard to convince me that there isn’t financial upside for national sports radio brands in today’s media environment. It may not be a big ratings play but from a business standpoint there is value.

What’s unfolding now at the worldwide leader is disheartening because it could have been avoided. Instead, brands have been damaged, relationships changed, jobs lost, and questions raised about future viability.

If the world’s leading sports operator values radio, they’ll prioritize restoring confidence across the industry. A good start would be putting people in place who champion radio’s future, and make decisions that best serve the radio brands carrying their product. If they can’t do that, then maybe it’s time to step aside, and let someone else try. I know a few groups who’d be happy to take a shot at restoring the network’s pride.

Sign up for the BSM 8@8

The Top 8 Sports Media Stories of the Day, sent directly to your inbox, every morning at 8am ET.

Invalid email address
We promise not to spam you. You can unsubscribe at any time.
Continue Reading

Barrett Blogs

Radio Must Bring Back The Fun

“The promotions you’re creating are not producing massive recall across the format, national media attention or revenues that change the fate of your next quarter.”

Jason Barrett

Published

on

blank

Five and a half days in Las Vegas can feel like an eternity. Especially when you’re in town for business not pleasure. But though I’d rather sleep in my own bed, eat at home, and avoid walking from convention hall to convention hall, I’m glad I made the trip because the NAB Show delivered. 

Many media members have attended this event over the years, and it’s easy to come up with reasons not to attend. Budgets are tight, you can’t afford to be out of the office, or you think it isn’t beneficial. That’s where I’ll take exception. If you can’t find something of value at a five-day event that exists to serve broadcasters and brands, that’s on you, not the conference.  

Over the past few days, I did what many do and took necessary business meetings at Encore, but I also listened to speakers offer valuable insights on artificial intelligence, marketing, programming, technology, dashboard connectivity, the future of AM radio, and more. All of these are subjects that should matter to media professionals. Having Brett Goldstein (Ted Lasso star Roy Kent) on hand to talk about content creation was an added bonus. 

As I spent my final hour inside the North Hall on Wednesday, I couldn’t help but think about how large this event is, what goes into creating it, and how many different industries and brands are represented at it. What the NAB does to make this event possible for sixty-five thousand plus is amazing, and I commend all involved because it truly is informative, and it helps bring together business leaders and brands to help move our industry forward. 

There were many takeaways from the conference sessions, but one in particular stood out. I thought Mike McVay’s session with J.D. Crowley and Paul Suchman of Audacy was excellent. Crowley’s insights on listener choice, distribution, and personalization were spot on, and I was very impressed with Suchman’s feedback on some of the behavior testing Audacy has done to learn how consumers respond to different types of content and messaging.

Crowley’s final message about people in the audio industry needing to be proud of the business they’re in was easy for me to relate to because I feel similarly. This is a great business to be in. I get tired of hearing folks in and out of the industry tear it down. So much attention gets placed on who exceeded revenue goals, what a brand’s ratings were, and what a company’s stock price is, losing sight of the more important part, our brands, personalities, and content, and the way they’re received by those who consume it.

Additionally, I was honored to speak about the growth of BSM and BNM. Joe D’Angelo of Xperi and Pierre Bouvard of Cumulus Media treated folks to information on advertising and in-car data, and Erica Farber, Tim Bronsil, and Mary DelGrande did a nice job guiding multiple business conversations. I also enjoyed stopping by the Veritone booth and learning about their products and staff. My only regret, I missed Buzz Knight’s session with Nielsen’s new audio team due to a business meeting running long. Thankfully Inside Radio put together a detailed recap of what was discussed. 

But what I want to draw attention to most is something Dan Mason said on stage during his acceptance speech when receiving the Lowry Mays Award at the Broadcasters Foundation of America breakfast. It’s something I raised at last month’s BSM Summit. 

After sharing how local is a key differentiator in helping radio stand apart from other forms of media, and reminding everyone about the importance of longevity, Mason said that radio has to get back to having fun. He shared a story of a promotion he was part of in the 1970’s that wouldn’t fly today. It was a short people’s convention that included six-ounce drinks, pigs in a blanket, and strawberry shortcake. The event put his radio station on NBC Nightly News, and created a ton of buzz.  

Just because that type of event wouldn’t work in 2023, doesn’t mean others can’t. We have got to create special events that produce national attention, local market interest, and fear of missing out spending. This is what radio is supposed to be exceptional at yet it doesn’t happen enough.  

At our Summit in LA, I asked three PD’s to share with me the one promotion in sports radio today that they viewed as a killer event. It wasn’t an easy one to answer. In fact, two referenced WIP’s Wing Bowl, which ended in 2018. Had I asked five or six other PD’s, they’d have likely been in the same boat, struggling to name three or four killer events. 

I mentioned how the Mandy Awards at 710 ESPN in Los Angeles stood out, but this format should be able to deliver more than one standout promotion. I realize there are stations doing promotional events, and if they’re helping you produce revenue, great. I’m not telling you to abandon that strategy. But I will challenge you if you try to tell me sports radio’s report card on promotions in 2023 is superb. It is not.

One gentleman I listened to during the week who was attending a session shared one reason why this is the case. He was asked about creating ideas and said ‘we use a committee to brainstorm and find that sometimes the best ideas come from different departments, in fact, our last successful event was the idea of our engineer.’ 

I’m all for collaboration, and if you’re creating events that satisfy your goals, continue doing it. I’m not here to rain on your parade. But let me share an opinion some may view as unpopular. If the best ideas in your organization are coming from departments other than programming, you have a problem.

The program director and talent are supposed to be the people you turn to for leadership, ideas, passion, creativity, and execution. They’re supposed to be able to think of things that others can’t. Do you think Steven Spielberg or Quentin Tarantino would turn over the direction of their next film to others inside their companies? Imagine the focus of Ted Lasso’s next episode being decided by someone other than Jason Sudeikis, Brett Goldstein, and the rest of their writing team. You’d be wasting the talent of your best storytellers.

Radio companies pay premium dollars for elite programmers and hosts because they’re supposed to be able to bring things to life that only exists inside their brains. If your HR or engineering department are creating the station’s best promotions, you don’t have enough creativity coming from your programming team. That could be due to having a PD who lacks ideas and vision or it could be the result of the way your creative process is structured.

One of the things I enjoyed most as a PD was coming up with ideas that created buzz, ratings, and revenue. My job was to think and execute BIG, and whether it was Lucky Break in San Francisco, Stand For Stan at 101 ESPN in St. Louis, the Golden Ticket at 590 The Fan in St. Louis, the 20 in 20 tour or Goodbye Roast at 95.7 The Game or the Gridiron Gala in both cities, we produced buzz, grew ratings, and made money. If we did something and it failed, that was ok. I’d rather swing and miss than be afraid to try. I took that responsibility seriously, and feel that when you’re making calls by committee, you’re not allowing your best people to do what they’re best suited to do. 

Case in point, I attended Boomer & Gio Live in Jersey City, NJ a few weeks ago. It was a fun event with a lot of different things going on. WFAN’s PD Spike Eskin worked the event on stage, and if you recall, the station made national news when Jets GM Joe Douglas said that Aaron Rodgers would end up in New York. There were multiple sales activations included throughout the show, and much of the fun content that took place on stage came from the creators. Because the FAN crew were allowed to do what they do best, the station produced a successful event. Had that been an ‘all departments contribute’ approach, it’d have not been the same show. 

What Dan Mason said in Las Vegas was accurate. Radio has to get back to having fun but it also has to be unafraid to take risks. I fear that we worry so much about the ‘what ifs’ and the potential noise on social media that we’re killing creativity, and the next big idea.

If I asked you to list five GREAT sports radio promotions today, could you? And I’m not talking about golf tournaments, charitable bowling events, host debates or bar remotes. If I ask this same question in five years and we’re in the same spot, that’s going to say a lot about where we are as an industry. We have to excite ourselves, our listeners, and our advertisers because when we showcase our creativity in a way that no other medium can, we make a statement, which results in increased attention, and financial investment.  

Some of that creative spirit is still alive. You see it in Boston with WEEI’s Jimmy Fund Telethon, and if you attended the Michael Kay Show 20-year anniversary special or Barstool’s Upfront, you saw what great planning, and execution looks like. But I also remember The Fanatic’s Celebrity Week, The Millen Man March in Detroit, Ticketfest in Dallas, Wing Bowl in Philadelphia, and 790 The Zone in Atlanta becoming a national sensation by creating multiple home run events.

I don’t believe enough brands today create events that deliver meaningful impact. Yet they’re needed. When done right, brands ascend to a different level. Sports radio has too many sharp, creative minds to not be creating the biggest and most successful promotions in all of media. If you work in programming and your station isn’t producing promotions that generate recall across the format, national media attention or revenues that change the fate of your next quarter, it’s time to step up your game. If you don’t, the interns, street team, and receptionist may soon be deciding the future direction of your brand’s promotional strategy.

Sign up for the BSM 8@8

The Top 8 Sports Media Stories of the Day, sent directly to your inbox, every morning at 8am ET.

Invalid email address
We promise not to spam you. You can unsubscribe at any time.
Continue Reading

Barrett Blogs

Reflecting on the 2023 BSM Summit

“Barrett Media president Jason Barrett reflects on last week’s BSM Summit in Los Angeles.”

Jason Barrett

Published

on

blank

One of the best parts about the world of sports is that every season ends with one team being crowned champion. It doesn’t exactly work that way managing a media company, even though we invest the same amount of time leading up to the BSM Summit, our equivalent of the Super Bowl or WrestleMania.

Having had a few days to recover and reflect after last week’s Summit in Los Angeles, I know that what we did last week was special. I’m a perfectionist and have a hard time patting myself on the back because I know there’s plenty we can do better, but last week, we hit a homerun. The venues at USC were perfect, the signage was spectacular, the tech ran well, the speakers were awesome, the crowd was great, and the sponsorship support was outstanding. It’s the first time I’ve walked away from an event and felt we accomplished what we set out to do. If time allows, check out Garrett Searight’s piece on some of the key takeaways from the show.

In 2018, Mitch Rosen invited me to utilize his space at Audacy Chicago to take a shot at trying to execute an event for PDs. Now here we are five years later with a few hundred people joining us from all across the industry. It’s pretty incredible. We’re only successful because a lot of people have come together to make sure we are. Without the speakers, sponsors, and staff around me stepping up to get things done, I’d just be a guy with an idea incapable of executing it.

In the next week or so we’ll be sharing video clips from the show on the BSM social media pages. I’m also planning to make full sessions available via on-demand for free for those who attended the show in California. If you didn’t come to the event and want to watch it online, it will be available for a small fee. Stay tuned for further details.

What matters most to me with the Summit is that folks in the room get something out of it. I thought many of our speakers delivered a ton of value this year, and there were a few WOW moments along the way as well. Colin and Rome were outstanding as expected, and Jay Glazer and Al Michaels’ speeches had everyone hanging on their next words. I thought the Shawn Michaels and Jack Rose led sessions were outside the box and well received, and I was beyond impressed by Joy Taylor, Mina Kimes, and Amanda Brown. We used 14 hours in that room to explore issues dealing with management, research, technology, programming, talent and social media, so it gave everyone a little bit of everything, which was the goal.

We did have a little bit of friction on stage during the Aircheck on Campus session, which wasn’t a bad thing. Personalities and programmers have passionate conversations inside the office every day. Rob, Mark and Scott just happened to have one on stage. All three are smart, talented, and willing to be candid. I thought that was healthy for the room.

I know networking is important at these type of events and there was plenty of opportunity for folks to do that. I look at it like this, if you can get face time with others, meet your heroes or folks you admire and pick up some ideas and insight in the process to elevate your business, that should justify it being worthy of a few days out of the office.

As crazy as it may sound, I step away from each of these events asking my team ‘is that the last one?’ I know I can create and execute a great conference, and I enjoy doing it, but I also don’t want to invest eight months of time building a show that becomes predictable and stale. It’s why I change speakers and topics frequently. This year’s lineup was phenomenal, and I’m so pleased with who we featured on stage and had in the room, but the competitor in me will also look back and say ‘Bill Simmons, Ice Cube and Lincoln Riley Should’ve Been On Stage Too!

blank

If we do host an event in 2024, it will take place in either Boston, Chicago, Dallas or New York. You can cast your vote on BSMSummit.com.

I want to thank everyone who stopped me last week to share how much they enjoy this event. That support means a lot. I think Good Karma Brands broke a record with 20+ employees in attendance, and iHeart was also well represented, which was great to see. I was also excited to have 15-20 college students in the room. The more we can educate the next generation, the better it is for all of us. I also was thrilled to learn a few of our partners and attendees made time to arrange further business conversations. If two groups can help each other, that’s what it’s all about.

But as much as I love my radio brothers and sisters, I’ve noticed more folks showing up the past two years from areas outside of sports radio. That’s both exhilarating and concerning. This year we had folks in the room from WWE, Amazon, The Volume, Omaha Productions, Dirty Mo Media, Barstool Sports, Spotify, Blue Wire, Locked On, BetRivers, Bleav, etc.. I hope that trend continues because sports media is a lot larger of a business than sports radio. As I told the room, we’re not in the radio business, television business, audio or video business, we are in the content business. That covers a lot more ground for brands than focusing on one specific platform.

I’ve been on cloud nine for a few days because overall, this went as well as I could ask for. If there’s one thing I’d like to make better it’s that I hear from a lot of folks throughout the year who say they want to learn, meet new people and give themselves a competitive edge yet when an event exists that can help them do that, they’re not in the room. Some of my radio friends didn’t come because they weren’t asked to speak. Others said they couldn’t make it because their company wouldn’t cover the costs. A few said they thought the Summit was only for programming people not managers or sellers.

First, growing and selling an audience should matter to everyone not just programmers and hosts. GM’s and Sales Managers can gain a lot at this show. So can advertisers and agencies. I’m hoping to change that in the future. Second, I can’t tell you whether or not to prioritize attending but groups outside of radio are passionate about sports audio and video, and they’re finding ways to be in the room. At some point, you have to decide if investing in knowledge, ideas and relationships matters to you and your business. Your employer isn’t going to cover everything you want to do so especially when the economy isn’t strong. Sometimes you have to invest time and resources in yourself.

Many of you reading this website know my track record in the radio industry. I built my career in radio. My passion for the business remains strong. I consult brands all across the country, and root for the industry’s success. It’s why I sink my heart and soul into this event and share all that I do over two days because I want to help people grow their businesses.

But it is strange that over the course of four live events I’ve still not had one current radio CEO sit down for an in-depth sports media business conversation. It’d be one thing if they were pitched and I turned them down but that’s not the case. I’ve had great conversations and support outside of radio from Jimmy Pitaro, Eric Shanks, Erika Ayers, and John Skipper. Jeff Smulyan has been a huge supporter taking part in our awards ceremony, and we’ve had high ranking TV executives in the room watching the show. Maybe things will change in 2024 but whether they do or don’t, I’m going to focus on helping brands and individuals who gain value from this two day event, and continue challenging this industry to think and act differently.

blank

Now that the 2023 BSM Summit is over, my focus shifts to supporting my clients and gearing up for a massive challenge, hosting our first BNM Summit for news media professionals. The conference will take place in Nashville, TV on September 13-14 at Vanderbilt University. I’ll be announcing the first group of speakers in April after the NAB. Tickets will go on sale at that time too.

I know it won’t be easy but I tend to do my best work when I’m out of my comfort zone. This is a space I have passion for and feel I can add something to so there’s only one thing left to do, get to work, and put together the news media equivalent of what we just created for sports media professionals last week in Los Angeles. That may be a tall order but if anyone is ready to meet the challenge head on, yours truly is certainly up to the task.

Thanks again for a spectacular time in Los Angeles. Onward and upward we go!

Sign up for the BSM 8@8

The Top 8 Sports Media Stories of the Day, sent directly to your inbox, every morning at 8am ET.

Invalid email address
We promise not to spam you. You can unsubscribe at any time.
Continue Reading
Advertisement

blank

Advertisement

blank

Advertisement

blank

Barrett Media Writers

Copyright © 2023 Barrett Media.