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There’s No Such Thing As Too Polite For Jamie Bradford

“We had somebody call in to my show one time and tell me that we were too polite. I took that as a compliment.”

Tyler McComas




If you haven’t already, you need to take some time and listen to the Barrett Sports Media podcasts that JB has recently put out. Actually, while you’re at it, go ahead and check out all the podcasts under the BSM umbrella, which includes both Demetri Ravanos and Brandon Contes. 

Last week, I was listening to the BSM podcast with Nick Cattles of ESPN Radio 94.1 in Virginia Beach. The episode was informative and entertaining, but it sparked a story idea I wanted to explore. Cattles mentioned that with the military personnel stationed in Virginia Beach, he carries his show with more national topics, seeing as the interest from his listeners span from teams all over the country. So exactly what would it be like to host a show in a market that has a large military presence? 

To get that answer, I spoke with Jamie Bradford of the JB Show on ESPN Radio 98.9 in Charleston, South Carolina. Though I got some fascinating feedback on how his station caters to the military, I also learned how unique of a sports radio market the area is. It’s a passionate city but also extremely well-mannered and nice. How about that? 

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Tyler McComas: So Charleston has a lot of military personnel living in the city. Do you cater much to them? 

Jamie Bradford: We absolutely do. We’re huge supporters of the United States Military. Our group here in Charleston, Kirkman Broadcasting, that owns ESPN radio, we’re also home of The Citadel Bulldogs, so we certainly have a presence with those guys downtown. During my show every day at noon, we play the National Anthem. We do it every show and it’s a tip of the cap to our military, as well as to the police, first responders and really just to America.

We acknowledge the military in a major way. Every year I do a Veterans Day show for the US Military. We turn the show back over to the listener. We ask people to call in and acknowledge veterans and their family. Maybe they themselves are a veteran or they may even have a story about a veteran. They call in and share it and we do that for three-straight hours. It’s an amazing show. Then the Friday before Army vs. Navy we open the show up to both Army and Navy fans. A lot of them are alumni in this area and they may call in just to say Go Army beat Navy or Go Navy beat Army. It’s pretty fun. You get a lot of trash talk and people don’t turn the dial on those days. We do everything we possibly can for our military, every day. 

TM: Are there any station events you’ll do throughout the year for military?

JB: We used to have a contract with Patriots Point. If you’re unfamiliar with that it’s the home of the USS Yorktown. We used to do some things with those guys, but they cut back this year. They also used to sponsor the halftime of Military Day at Clemson and South Carolina.

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We’ve been looking to re-engage and in 2020 we’re looking at a couple of different things where we could be more on-site in certain situations, rather than just on air. We want to try to do more community-based events. We haven’t finalized all those plans but they’re certainly in the works.

TM: Charleston is also a really great city for food. How much does that come up on the show?

JB: Yeah, a pretty good amount. You’re talking a whole lot of football during this time of the year so people always let you know what their tailgate spread looks like. But we certainly have some clients that we cater to a lot.

My show specifically, The JB Show, is very guest driven. We have 14 or 15 weekly guests, which is a lot. We have a bunch of coaches, players and media members from all of the country. When we have somebody on that we don’t talk to a whole lot, we always ask them what their favorite restaurant in Charleston is. They can always rattle one right off their tongue. But yeah we don’t base the show around food, but we do talk a lot about it. 

TM: So Clemson has had an unbelievable decade and is one of the powers in the sport. Do they generate most of the conversation or does South Carolina still demand the most attention?  

JB: Well, I’m on the home of the Gamecocks and I also host their pregame show on ESPN Radio so it makes it pretty easy on me. You always have to cater to the home team, certainly. But in this market right now you certainly have to acknowledge what the Tigers have done.

You know, it’s interesting, the talk of the town has been South Carolina because of everything that’s been going on with Will Muschamp, the president, and the athletic director Ray Tanner and all the statements that have been made. That’s been much more the conversation. Clemson is kind of coasting along behind the scenes undefeated, and it’s like everyone looked up and it’s time to play the rivalry game this weekend. It’s been pretty balanced, but for vastly different reasons. 

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TM: This seems like an instance where more of your conversation on the show is more off field relative than what’s actually going on in the games. 

JB: Yeah, unfortunately so. It depends where you are obviously. In our market of Charleston, South Carolina people really like to focus on their teams and what happens on the field for the most part but you can’t ignore big things like that. But I think we’re in a day and age of dramatics, especially with social media and things like that. Everyone has an opinion and they want to tell you how much they know. I certainly think what happens off the field, and what drama comes with it, gets more attention than what comes on the field.

TM: Well, there’s so many things to do in Charleston that don’t involve sports. Is it a very passionate sports town? 

JB: It’s amazing. It’s an amazing sports community. I’m born and bred in Charleston and I have my finger on the pulse of this town, as much as anyone else and it really is an amazing sports town. There’s no doubt it’s a Clemson and South Carolina town. I still say that it leans a little bit more towards the Gamecocks, probably 60-40.

Between both of those programs, as well as the College of Charleston and The Citadel, it’s certainly a college town but it’s also a melting pot. Charleston has grown so much in the last decade. Major companies have come in to town, there’s even a lot of Seattle Seahawks fans here because of Boeing. It is a melting pot of sports fans from all over the country. You can go across town and find different sports bars that’s the home of various NFL, MLB and even NHL teams. There’s a Phillies bar in town, A Patriots bar, Seahawks bar, there’s even a bar where Ohio State fans meet.

TM: It feels like there’s just a community feel to the area, which probably means you’re phone call friendly, right? 

JB: Yeah, absolutely. We had somebody call in to my show one time and tell me that we were too polite. I took that as a compliment. I said, well, I appreciate that. Our job in this town isn’t to try and ruffle a bunch of feathers.

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This is a neighborhood community. We all live in neighborhoods and we know each other. If you don’t know somebody, then you know someone who does know them. Even as big as Charleston has gotten, it’s still a close-knit community where everyone likes everyone. This is just one of the best places in the country and I don’t think there’s any doubt about that.

BSM Writers

Turner Sports Should Consider HLN As New Sports Outlet

I’m sure there has to be some type of value for the network to continue to sustain itself. It’s unlikely that cable carriers will allow the network to sit dormant.

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This week saw the transition to glory for one of television’s longest running institutions – CNN Headline News, now known as HLN. The network’s new overlords announced they’ll no longer produce live news programming for the channel. This move forced the ending of one of America’s longest running morning shows – Morning Express with Robin Meade, and could be an opening for an expanded presence for Turner Sports.

In its place, CNN is simulcasting their new morning show – CNN This Morning – in order to juice ratings. The rest of the lineup is filled with true crime repeats such as Forensic Files that are now operated and produced by the team behind the ID Channel. HLN’s demise, while sad, has long been predicted. It wasn’t a matter of if but when. And with Discovery gaining extreme amounts of debt after acquiring Warner Media, the owners have been looking to cut bait with anything that isn’t a major financial powerhouse.

With HLN’s demise though, comes some new possibilities. Rumors of the channel shutting down have been rampant as Turner has attempted to negotiate rights for the PGA Tour as well as its current expiring deal with the NBA. It has been rumored that execs were considering turning HLN into a golf channel with PGA branding or a basketball centric sports channel. Of course as of now, none of these rumors have come to pass but to be honest, why shouldn’t sports become part of this network’s new identity?

Turner Sports currently uses HLN for a rare simulcast such as this month’s “The Match” or for overrun sports programming if both TNT and TBS aren’t available. But with the stable of programming they have and the ever changing climate, why not use HLN’s large carriage for as much as it can get while it lasts?

At worst, simulcast major games airing on TNT and TBS from the NBA and NHL to boost numbers and show advertisers that Turner still has major reach on linear cable. At best, start creating alternative broadcasts to games that air on TNT and TBS that could create viral moments, buzz and bring attention to Turner’s biggest sports properties. HLN can serve as a feeder network of sorts.

During March Madness, use HLN as a RedZone-type of feed that takes us to various games at once while promoting which channel to watch full games from start to finish.

HLN is an add-on network that comes with CNN for many cable carriers so they’re not in a rush to drop it because it doesn’t cost them much to air it on their systems in the first place. But I’m sure there has to be some type of value for the network to continue to sustain itself. It’s unlikely that cable carriers will allow the network to sit dormant. So why not use the access to over 50 million homes for a purpose?

This move would not only boost Turner’s sports ratings numbers but it would also provide another television home for original programming that Bleacher Report produced for its app. Repurposing that programming and selling it for television could garner advertisers at a more expensive price. And this strategy matches CNN’s goal of embracing sports more under the leadership of Chris Licht.

During World Cup games that the US was playing in, CNN has been providing live updates and remote reports about the games and has even included sports personalities from HBO, Turner Sports, and Meadowlark Media as guests. CNN This Morning has also included various sports personalities on their show and has often gone viral discussing topics that intersect sports with society.

Just this week, Bomani Jones went viral with a segment he did on the show about Deion Sanders’ move to Colorado. CNN’s video team has even started to release videos featuring the antics of the Inside The NBA crew.

Creating a more symbiotic relationship between CNN, HLN and Turner Sports will not only boost the value and awareness of sports on Turner platforms. It’ll create an all encompassing experience of exposure to generalists that only happens on networks like ESPN and NBC – two conglomerates that own a bunch of networks and use them all to promote the same sports property at any given time.

Creating that pipeline may give Turner a upper hand in gaining more exclusive interviews and scoops related to the sports world and it may convince other potential leagues to include Turner in their stable if it means major promotion across the board. 

The unfortunate loss of HLN as we know it has created a vehicle for that pipeline to begin. Sports fans’ obsession with HLN began with checking box scores many years ago and it could continue with Turner providing unique experiences through the properties they already own to make fan viewership even more engaging.

And, of course, what feels more nostalgic that falling asleep watching a sports event and waking up to the latest news on the same channel? Falling asleep to a simulcast of a major NBA game and waking up to CNN This Morning could be a window to exposing Licht’s newest project to an even wider audience.

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BSM Writers

Six Steps To Keep Clients Renewing Their Business With Your Station

“Make a plan for 2023 that includes renewals and upsells.”

Jeff Caves




It’s time to start focusing on renewing our annual clients. Hopefully, you have been in regular touch with your targets throughout the last 12 months. If you haven’t, the odds of it being an easy renewal are not as great, but we all have clients who don’t want to get much communication from us. They keep on renewing, but for the most part one of the few in-person meetings will be the renewal!

Make a plan for 2023 that includes renewals and upsells. Here are six pointers to review to increase your chances for the renewal or, hopefully, upsell next year.


Prioritize clients that need renewing first, AND make sure you don’t forget one. I have done that through the years and been bailed out by my traffic person. Make sure you renew the ones that expire first. Evaluate how easy and realistic the renewal or upsell could be and go after the toughest first. You may need more time with those, and there could be some pre-renewal steps tht are necessary, like finding out their 2023 plans or thoughts on the success of your partnership in 2022. 


Did you deliver what they ordered? Where did you over-deliver? Were there any bonus spots or on-air mentions made of their business? Provide the evidence. Did you tighten the dayparts for their order? How many scripts did you write, and how many spots were produced? Did you always have spots approved on time? How can that improve?

If you have a good relationship with the client, they take your calls, listen to your advice and trust your judgment; they are prime for an upsell.  


Do they pay their bills on time? Did they have any outstanding invoices? How is the paperwork flow for billing working on their end? Did we handle any billing inquiries they made? Did they get their co-op addressed adequately? Would any new payment terms be attractive to them, like a pre-payment for 2023 or at least knowing they will not pay before 60 days and you can get a callback if they are 61 days late?

If you check all those boxes, it is an excellent time to take credit for that and note that clients who pay net 30 are healthy and running efficiently. Another sign they could be a great upsell prospect. 


Where did you overdeliver? How many promos or free mentions did they receive? Did they ever reach out for tickets? Did you offer any free perks they did or did not take? Did the client ever call asking for access to an event?

If the client did use tickets or gain access, bake that in the next agreement and make it an upsell. Did you introduce any of their employees to a new business opportunity? Did you do business with them? 


If you are in their inner circle, ensure you sell the benefits of doing more with you, like digital and social media. Explain that you are already working with them regularly and you can save them time and effort by handling more of their advertising and give them better exposure. Remind them that they don’t want to add another person to manage. 

6. RAISE THE RATES BUT ADD VALUE. If you are not upselling the contract, make sure you add for inflation. Inflation is real. Our cost of living is increasing. Even Social Security checks are increasing by 8.7%.

The feds are telling us inflation MAY reduce to about 3% in 2023. Can you add 3% to your contract total with price increases? Can you sell a $50,000 2022 contract for $51,500 in 2023? If you increase the rate in prime, can you lower it anywhere else and give them more spots? Add streaming, weekends, and Sundays with a unique ad that says they are open or closed or 7p-midnight spots that tell a story about how they are preparing to open at 8 am the next day? Create a campaign to increase their web traffic specifically.

Make sure you offer your renewals or upsells the first crack on new features, promotions, or podcasts they can get on upfront. When it comes to renewals, don’t be late, be great! 

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BSM Writers

What Does Bob Iger Back On Top At Disney Mean For Gambling At ESPN?

“Under Chapek, I think the company was willing to make moves like that, but Iger believes more in keeping Disney and all of its subsidiaries more family-friendly.”

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Will the Mouse House continue to stray from its family-first image and expand its presence in the world of sports betting? After Bob Iger’s retirement set the stage for Bob Chapek’s role as chief executive officer, many wondered how it would impact Disney’s sports betting curiosities. While Iger said in 2019 that he couldn’t foresee Disney “facilitating gambling in any way,” things slowly changed under his successor’s leadership.

During Chapek’s tenure as Disney CEO, ESPN — arguably its biggest sub-brand — would announce partnerships with the likes of Caesars Sportsbook and DraftKings, even owning a roughly 6% stake in the latter. The partnerships, in Chapek’s eyes, were needed so ESPN could look externally for help breaking into sports gambling.

“We at ESPN have the ability to do that. Now we’re going to need a partner to do that, because we’re never going to be a [sports] book, that’s never in the cards for the Walt Disney Company,” Chapek told CNBC in an interview last September. “But at the same time, to be able to partner with a well-respected third party can do that for us.”

Any further interest in Disney’s sports betting endeavors can yield a big payday for the entertainment behemoth. The Wall Street Journal speculated in August 2021 that an ESPN licensing deal would cost sports betting companies at least $3 billion over the course of several years, a figure that appears to hold weight with industry experts. 

Josh Taylor, a content creator focused on the Walt Disney Company at his YouTube Channel @ModernMouse, believes that $3 billion could be the minimum amount that Disney charges its sports betting partner, which could be DraftKings. Last October, one month before Chapek was ousted as Disney CEO and replaced by Iger, Bloomberg reported that ESPN was nearing a large new partnership with DraftKings.

When Chapek was at the helm of Disney, Taylor thought that ESPN’s bevy of sports programming — SportsCenter and Fantasy Sports, to name a few — would mutually benefit both Disney and DraftKings in an expanded partnership. 

“The internet provides stats, but shows on ESPN can provide more insight that you can’t get from stats necessarily,” Taylor wrote in an email. “Coverage of injuries, team shake ups, etc… are something that goes hand in hand with sports betting and fantasy leagues. A deal with DraftKings keeps people watching ESPN longer and more intently. On the flip side, a big brand like ESPN backing DraftKings gives it legitimacy and safety. Because ESPN is a trusted brand, gambling with them seems safer and will likely garner more people to do so.”

Following Chapek’s ouster at Disney however, there is some uncertainty about the latter’s sports betting future. While Iger has yet to comment on Disney’s gambling plans following his return as CEO, he might try to reverse Chapek moves that appeared to run antithetical to the company’s wholesome reputation.

“Iger now coming back does make the Draft Kings deal less likely,” Taylor said. “I almost think its a dead deal. Under Chapek, I think the company was willing to make moves like that, but Iger believes more in keeping Disney and all of its subsidiaries more family-friendly. He’s still someone who wants to bring in money for the company, but Bob Chapek was more about money than about the continued legacy of a brand.”

With Chapek revealing plans to lower Disney’s expenses through layoffs and hiring freezes prior to his departure, Iger might take it one step further. The rumored DraftKings mega-extension  could also fall victim to Iger’s possible penny-pinching plans for Disney.

“With ESPN reportedly asking for $300mm a year per our channel checking, could DraftKings even afford to do that deal? Especially in light of its recent 3rd Quarter results and the investor reaction to its apparent inability to reduce costs?” said Eilers & Krejcik Gaming (EKG) Partner Emeritus Chris Grove in the most recent edition of the research firm’s weekly “EKG Line” report. “Bottom line, in the current market, we find it hard to see who would pay up for an exclusive ESPN deal—unless the price drops significantly.”

An increasingly competitive sports betting landscape might also make Iger less apt to expand Disney’s resources in that area. Of the United States’ 59 sports-betting operators in October, only three had double-digital market share. FanDuel leads the way at roughly 42%, followed by DraftKings and BetMGM. Fanduel CEO Amy Howe told CNBC on November 16th, that, “almost 90% of the operators have a sub-2% share of the market.” 

Coincidentally or not, Howe’s comments came one day after Fanatics CEO Michael Rubin revealed plans to launch sports betting operations in January 2023 and to expand gambling nationwide by the start of next year’s NFL season. 

“It should be clear that new entrants that are entering now at this point may face a real challenge taking on scale players who have more than a four-year head start,” Howe added.

Fanatics’s reveal was made just days apart from competitors like MaximBet and FuboTV sharing plans to shutter their respective sportsbook operations. That might give Iger more of a reason to weigh the pros and cons of Disney’s sports betting plans. 

“If I am looking at ways to grow profits for shareholders, sports betting is not the easiest way of making that happen, at least yet,” John Holden, a business professor at Oklahoma State University, wrote in an email. 

Iger’s second run at Disney has many wondering if it will be as successful as its first. Boomerang CEO success stories are few and far between in business. Outside of Steve Jobs’ second stint as CEO of Apple and Howard Schultz’s second run at Starbucks, returning CEOs and founders generally lead their companies to perform, “significantly worse than other types of CEOs,” management professors from the University of North Carolina at Chapel Hill, UC Irvine and Marquette University have found.

The researchers pointed to past experiences of boomerang CEOs’ performances at their companies. Xerox’s stock plummeted 60% after Paul Allaire was CEO between 2000 and 2001. Dell’s valuation dropped by 33% following the return of founder Michael Dell. Yahoo co-founder Jerry Yang took over as CEO of 2007 and, after struggling to compete with Google, stepped down in under two years.

Iger will be looking to recapture the magic at Disney that made him one of this country’s most successful CEOs. He led the acquisition of major Disney brands like Pixar, Marvel and Lucasfilm. He also closed the $71 billion deal to buy most of 21st Century Fox. He also spearheaded Disney’s efforts to dominate the streaming market through Disney+, which under Chapek’s leadership saw global subscribership swell to 164.2 million. 

Within a day of Iger announcing his return to Disney, shares jumped as high as 6%. For now, it might be wise to watch how he handles Disney’s sports betting aspirations before making any assumptions, argues Holden. 

“Perhaps Iger is the magician who can find all the profitability,” Holden said.

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Barrett Media Writers

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