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Q&A with Brad Carson

Demetri Ravanos

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Let me tell you about how I was introduced to Brad Carson. I hope it helps you understand why I wanted to speak with him and get inside his head a bit.

Last summer, Brad posted an opening for an executive producer position for one of his shows at ESPN 92.9 in Memphis. I put together a package for him and sent it off. In the cover letter, I mentioned a specific date that I would be following up. On that date, I sent him a silly video about my love of BBQ.

My phone rang right away. It was Brad. He started by telling me that I was not in his plans for the job, but he wanted me to know how impressed he was with my presentation and he gave me a few pointers on how to better position what I do. He told me I was talented and wished me well in my job search. We said our goodbyes and then he hung up.

I mean, who does that? We have all been in the position of sending out resumes and demos and never hearing back. I told Brad when we sat down for this interview that during what was a very lonely time, it felt like someone saying “I see you. You’re a human being.”

Brad and I share a background that includes long stints in music radio and he still has a passion for those formats. While he has turned Entercom’s ESPN 92.9 into one of the highest rated sports stations in the country, he has also looked for shifts he could voice for Entercom music stations around the country.

Just how high are ESPN 92.9’s ratings? Well, here are some numbers for you. In the fourth quarter of 2017, four of the station’s five weekday shows were in the top 3 with Men 25-54. Gary Parrish pulled a 12 share in afternoons. The other two sports stations in Memphis (one of which is also owned by Entercom and programmed by Brad) didn’t pull a 1 share with the same audience.

Our conversation touched on Gary Parrish’s assent to superstardom, how radio shows are similar to sandwiches, and the rivalry between Memphis and Nashville. Enjoy!

DR: What were you able to bring to a sports station because of your experience working in different formats?

BC: We tend to compartmentalize radio a lot. Like you have said “I came from rock radio.” I literally started part-time reading farm reports and obituaries. And you can laugh about that, but people listened like crazy. They were sponsored by local funeral homes. I would do county fairs or go out to the sticks to call a Macoupin County basketball tournament. I think that really helps, but in today’s world so much of these guys’ development is linear. Our new talk hosts and producers were either journalists here or they started here and worked their way up and now they get to stay in Memphis. That used to be really rare.

I’m not saying one or the other is better, but guys like you and I are in a good position. We can do a lot of things. It’s like being left-or-right-brained. Music radio is so much about researching the music, getting the imaging on, doing your best with the talent and if you find someone revolutionary, you can take good to great. Great talk or sports stations have to have people that are good right-brain and left-brain all the time.

When they hired me, I was excited because I didn’t need to hire an imaging director. I could produce opens. I could coach talent. I knew the sound I wanted the station to have. I guess I could have hosted a show if I needed to, but didn’t really want to. All of that prior experience was very helpful.

DR: Correct me if I am wrong, wasn’t Gary Parrish part of CBS’s tournament selection show last year?

BC: Yeah. He was on with Barkley last year.

DR: So he was the first talent you hired and now he’s one of the faces of your station. Have you thought about the contingency plan for when he takes over the world?

BC: I mean it is not something I like to think about, but you always have to have a contingency plan as a program director for all situations or you aren’t thinking the situation through enough. Having said that, Gary has been my consultant since he came on board. There isn’t a thing I do, across the board, that I don’t run by Gary. I think he is remarkable.

I have a lot of respect for him and I think that runs both ways. I have learned a lot from him and Geoff Calkins too. We moved Geoff to a 9-11 show and that helped things a lot with Gary’s travel. It added a new dimension to the radio station and paved the way for us to expand where we have 4 local shows now and we’re the flagship for the Memphis Grizzlies. So, we have that contingency plan but we’re in a good place.

DR: Like the athletic director that keeps the list of five names in his desk in case he unexpectedly loses his football coach.

BC: That’s very true. I’m a Mississippi State fan. They just hired Joe Moorehead, the offensive coordinator at Penn State. I thought it was awesome, because it wasn’t reflexive or “Holy crap, what are we gonna do?” Mullen was leaving. They vetted everyone, hired Moorehead, Moorehead did the press conference and then hit the ground running hiring staff. That is awesome to me. That is impressive management.

DR: You have a lot of Memphis lifers. Is that the number one thing you look for in making a hire? Someone that not only understands the Memphis sports scene, but the town in general?

BC: I think it is really important. I don’t need a lifer per se, but just last year we hired John Martin. He was 24 when we hired him. He had only been doing radio for 2 years, but he was a journalism major at the University of Memphis. He understood Memphis sports. I think that is very important. Now, that’s not everyone. Eric Hasseltine is from California. He does a two hour show for us. He’s the play-by-play guy for the Grizzlies. He adds a different perspective.

The local connection though is so important, and I really got that when we started with just Geoff and Gary. It was the end of Calipari, going into the Pastner era. The Grizzlies hadn’t gone on that 7 year playoff run yet. Those guys would do two straight hours on Tigers basketball and I just would think “this is really good.” It wasn’t what they were talking about. It was how they were talking about it. They had all these stories about the hobos, heroes and street corner clowns, you know? Crazy recruiting stories about runners and agents. Gary would interview Cal while Cal was in the shower.

I would find myself drawn in. People would ask “you’re still a Cardinals fan, right?” and I would have to explain “yeah, but basketball is everything here” and those guys really encapsulated that. Basketball comes first here and football is second and everyone on the air here understands that.

The other thing I like is we have journalists. We have great thinkers on the staff and they are entertaining. That has helped us.

DR: So do the Grizzlies smother everything about sports talk in Memphis?

BC: I think Grizzlies and NBA you can certainly talk about year round because the league has made itself into a year round enterprise. But we’re fortunate that college basketball is also important in Memphis. Right now the Tigers have just gone through another coaching change hiring Tubby Smith. We have so many storylines to work with. They are 1a and 1b frankly.

DR: What is the breakdown between the Memphis Tigers, the Tennessee Volunteers and the Ole Miss Rebels? Not just the way they are covered, but the way they are supported in town?

BC: Memphis is the big cat. When Justin Fuente came in and turned around Tiger football, it changed everything. What we used to have were people that were Tennessee football fans or Ole Miss fans that then LOVED the Tiger basketball program and their attitude was “Oh yeah, I guess they have a football program too,” but then it became “Oh wow! Did you see what Memphis football did?”

DR: The timing of that turn around was weird too, because it wasn’t so long before that Tommy West got fired and was ranting that Memphis as a town would never support football and the administration at the school didn’t understand how to win. It reminds me of Duke when David Cutcliff was hired in the middle of the school going to court to prove they are the worst college football program in the country.

BC: That is a great analogy, but it is so weird here, Demetri, because those fans were so passive. As a city we kind of had a chip on our shoulder, which makes sports talk here fun because it kinda gives things a little more zip. There are passive markets when it comes to sports, right? Like Las Vegas. Very passive sports market. I mean they have the Golden Knights now, and yay. Whatever.

They aren’t breaking down trades or talking about the intricacies of the expansion draft. The conversation here was “How bad was Larry Porter?” and “Tommy West is right” then all of the sudden it was “Wow, we’re in the top 25!” It was a literal 360. But of course, we have a chip on our shoulder, so the topic was also “Oh crap! Fuente is going to leave us,” but then we got another awesome coach and another awesome quarterback. All of that stuff is as fun to talk about as the SEC stuff is.

DR: But not as fun for listeners as talking about basketball.

BC: Well, we have competition here and I tell our guys we have to own every story we cover. To be a success in sports radio, you have to be a whore basically, so Tennessee coaching search, Tubby Smith recruiting, the Grizzlies tanking, we have to own it. So it may be a light day with only two big stories and I will tell my guys “hit those two big things a lot!”.

DR: I’m glad you include the Tennessee coaching search in there. As someone that was in school at Bama when we couldn’t buy a win against Tennessee, that story brought me so much joy.

BC: Oh, it was tremendous radio, and let me be clear. I said Tigers and Grizzlies were 1a and 1b. When you have a coaching search that goes like that, it rockets right to the top of the A list, because it is the state’s team and we’re just the forgotten little city in the corner of the state, but right now we’re the forgotten little city with the great football team. It was like a gift from Heaven. That was a lot of fun. We can do a lot of great radio when we have months like that.

DR: Same with the Ole Miss story and Hugh Freeze I would imagine, given your proximity to the school.

BC: Again, gifts from Heaven. That is a good example of why it helps to have so many local guys. There are all these side stories they know. Hugh Freeze was a coach at a private Christian School here. He was the coach in The Blind Side story, so there was chatter about “What was going on at Briarcrest?” and then the fun of Ole Miss beating Mississippi State in the Egg Bowl.

All of this is compelling stuff. You can hear it in our conversation and this is what I talk about with other folks at Entercom. In Boston you can talk about the Red Sox or what is going on with the Patriots. Those are big conversations about big franchises, but here, if you know Memphis, you’re really digging into the subculture here. It’s the SEC guts and glory.

DR: So given how focused you are on being a Memphis station, how much air time is devoted to the Titans making the playoffs or the Predators making a run to the Stanley Cup? Are those teams perceived as strictly Nashville teams or is there enough bleed over?

BC: I think there’s some bleed over, but it is like C-level. It is the lettuce in the sandwich.

DR: I guess too, there is a major difference between the NFL and the Titans and the NHL and the Predators.

BC: Certainly. On top of that, there is a major difference between Nashville and Memphis. There’s a rivalry there. Maybe a little more on the Memphis side than the Nashville side.

Memphis is the chip on your shoulder, Memphis vs. everybody mentality. Whereas Nashville is the Los Angeles of the South. It’s “We have the NFL and we have the Predators. Look at all these cranes in the air! We’re building another condo!”. Let me be clear. I think Nashville is a great city, but I think many of our listeners perceive it differently than I do.

Gary Parish and I talk about this a lot. Gary is much more of an open thinker because he has to travel all over the place. People here, they support the basketball teams because they live on the streets of Memphis and they play hoops. Our listeners are invested in this story about Penny Hardaway coaching a high school team in East Memphis. That is a big, local, guts of the city story.

When the Predators are in the Stanley Cup Finals, yeah that’s our state. We do want to bring attention to that. The Titans make the playoffs? Of course we will talk about that. We carry their games. The Titans and the Vols, we carry them. They are worthy play-by-play, but Nashville teams will always be the lettuce in the sandwich.

DR: Can Memphis grow as a sports city? Is there room for a second major, professional league to move in?

BC: As a fan, I’d love for my answer to be yes. I’m just going to be honest as a business person. No, there isn’t room. There isn’t an economic base here to support doing so. Having one professional team here and the Tigers is perfect.

We’re lucky, actually Louisville is lucky Rick Pitino didn’t want the Grizzlies, because they still got the pro arena. Geoff Calkins was such a big part of trying to bring the Grizzlies here using the paper and writing columns about what it would mean. It rallied support for FedEx Arena. People really wanted to get that arena built and they did it and I think it is wonderful.

I think sports-wise the city is exactly where it needs to be. We’re fortunate to have been such a big part of the Grizzlies franchise. Now, let me be clear. We do have other sports things in town. We have a great Triple-A baseball team. We may not talk about them because they don’t have the mass appeal, but they’re there and doing just fine. You asked a good question, but my business opinion though is we don’t need too much more.

DR: Speaking of business answers, tell me as a programmer your thoughts on the change from Mike and Mike to Golic and Wingo.

BC: We’re really excited about it. This has nothing to do with Mike Greenberg, because I think he is great and has an amazing new opportunity, but for us I think things are going to be even better. Trey (Wingo) is very likable and really plugged into football, whether it’s his ties to the NFL or his understanding of college football in the South since he went to Baylor. That can only benefit us, so you combine Trey with Golic’s familiarity and I think it’s a tremendous opportunity that can only go up.

DR: Did you find your listeners were interested in the “palace intrigue” towards the end of Mike and Mike?

BC: Not really. I try as a programmer to look at it from a listener’s perspective and I think in our business, we tend to look a little too much at the guts of this. The truth is, you have to look at it from the perspective of my friend Taylor, who lives in Germantown just outside of Memphis. He’s not in the business. Does it even occur to Taylor that there is a feud between the two morning guys at ESPN? Probably not. All he cares about is that Tim Tebow is on at 7:15 to talk about Alabama and Georgia.

I see this with coaching talent. We get too caught up in details of when we recycle things and controlling narratives. Just put the radio show on and run it.

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Chris Broussard Is No Longer Just A ‘Basketball Guy’

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

So much for being just a basketball guy, right?

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

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

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

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

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

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

And the rest is history.

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

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

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

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

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

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

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

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Radio Row Is One of The Worst Weeks For Our Listeners

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

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

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

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

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

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

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

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

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

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

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

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

It stinks.

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

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

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What Are The Right Social Media Answers For Sports Radio?

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

Demetri Ravanos

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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