Uncancellable: Pujols Deserves Last Shot With Needy Dodgers
Often cold and heartless, Major League Baseball must protect future Hall of Famers from late-career legacy damage — and a new opportunity with the World Series champions gives life to an aging slugger.
The bailout is shockingly proper, almost enough to restore our faith in the use-up, spit-out nature of a heartless industry. Albert Pujols has been rescued from cancel culture — and not just by any team, but the Los Angeles Dodgers, who offer him a chance not only to play in October but also flip a 31-mile-long middle finger at the team that cut him.
Some deals are inarguably raw in sports. Designating a first-ballot Hall of Famer for assignment, as if blaming him for a $240 million contract that led to zero playoff victories, was wrong of the Los Angeles Angels of Oblivion, or wherever they play these days. Though he sometimes looked every day of his 41 years, moved slower than Orange County traffic, swung like me at the local batting cage and wasn’t close to hitting his weight (a 245-pound slugger with a .198 average), Pujols deserved more deference and a better fate. He gets his shot just up the I-5 freeway, where Dodger Blue has become Dodger Boo-Boo amid a bombardment of injuries, including the broken bone in Corey Seager’s right hand.
Baseball owes parachute landings to its all-time legends as a way of protecting their legacies … and also to avoid looking like a cold, impersonal monolith. You expected Pujols’ loyal friend, Pedro Martinez, to describe his release as “shameful.” You expected David Ortiz, his boyhood chum from the Dominican Republic, to protest on an Instagram post: “I do not agree on the move that just happened. That was devastating for fans and player(s). I know this is a business, but I was expecting someone like you to walk away like you deserve. You have done so much for baseball that is hard to replace someone like you.” But the injustice was driven home by the normally apolitical Mike Trout, the sport’s greatest active player, who was jolted by the abrupt cruelty and said he STILL was learning lessons from Pujols every day.
“We were all surprised when it happened,” Trout said. “You know, it hit me a little bit. It hit me a lot. Ever since I’ve been up here, he’s been my guy. He mentored me throughout my career so far. Everything you can accomplish, on a baseball field, he’s done. I can go up to him and talk about anything. If I was struggling at the plate, he knows the perfect time to come up and throw something out. He has that feel. I can’t thank him enough. He was an unbelievable person and friend to me.”
What Pujols deserved was one final chance away from Anaheim. It’s a dead-end destination, where owner Arte Moreno can’t figure out how to maximize Trout, two-way phenom Shohei Ohtani and charismatic manager Joe Maddon — but did employ a public-relations director accused of supplying opioids that killed the late Angels pitcher, Tyler Skaggs. The explanation, from first-year general manager Perry Minasian, was that Ohtani is the designated hitter on days he isn’t pitching while emerging Jared Walsh is the regular first baseman, leaving Pujols without playing time. “He wants to play every day at first base,’’ team president John Carpino said. Shouldn’t all of this have been addressed in the offseason, when Pujols refused to declare 2021 as his final season even with his 10-year contract expiring? Why the communication lapse? Where was Moreno, who signed off on the onerous contract way back when? Since Pujols’ release, the Angels typically have sunk in the standings. And now, they’ll have to pay the rest of his $30 million salary.
This while the injury-plagued Dodgers, the show-biz franchise that long has reduced the Angels to a middling operation, pay him a prorated $420,000. That’s it. We know where this narrative is going, right? The Dodgers, who’ve melded tradition with resources and technology to build the model U.S. sports organization, want to prove they can revive Pujols when the Angels could not and others rejected the challenge. Struggling themselves in a World Series hangover that includes a growing list of health and inefficiency setbacks, the champs will plant Pujols into the clubhouse as a mentor. If Trout was learning from him, what about Cody Bellinger, Gavin Lux, even Mookie Betts? Clayton Kershaw and Justin Turner are the longstanding leaders, with Dave Roberts as the seen-it-all manager, but sometimes a fresh, grandmaster voice is needed to sidle up to Trevor Bauer and say, “Bro, was that tweet really necessary?’’
He won’t morph into Pujols Prime, the three-time National League MVP who ranks fifth in career home runs (667) and 13th in hits (3,253). Hell, when asked if he could beat Pujols in a foot race, Roberts said, “As a player that I respect greatly, can I beat him in a foot race? I would say yes.’’ The last three years, his slash line was abysmal, and his Wins Above Replacement was a cumulative negative-0.1. As his body and everyday skills broke down in his 30s, he was half the player in Anaheim that he was in St. Louis, where his offensive totals — .331/.426/.624 with 408 homers and 1,230 RBIs — were comparable to the most prolific decade of any slugger ever. But the changes in scenery and culture inevitably will trigger contributing sparks. Because, as Chase Utley and David Freese and other veterans have shown in their twilight, one final act in Chavez Ravine can be rejuvenating.
What’s crazy is, Pujols is amenable to not being an everyday first baseman at Dodger Stadium. In trading up for a premier franchise, he’s dialing down his expectations and demands. In talks last week, he was challenged by Dodgers baseball boss Andrew Friedman that he’d better produce to stay on the roster all season. Pujols took it as a threat, as he should have, because he cannot be a liability for a franchise bidding for a dynasty.
There’s no DH most days. Where does he play? On a roster dependent on versatility, maybe he’s occasionally at first base when Max Muncy slides to second, with Lux as the new shortstop while Seager misses at least a month. Maybe he’s an imposing pinch-hitter in a lineup that needs a right-handed bat, igniting crowds in later innings. Maybe weeks pass without a contribution before he hits a game-winning homer. Whatever, the Dodgers needed bodies and glue. Albert Pujols, walking through that door, certainly has everyone’s attention. That includes the national media, who have a compelling story line in what has been a snoozer of a season, with too many strikeouts, hitless lull periods, major injuries and ongoing COVID-19 cases even when players and coaches are fully vaccinated (see: nine members of the New York Yankees).
In the end, the Angels did him an unintended favor at an exorbitant price. Said Maddon, who denies a report that Pujols yelled at him and insulted his managing skills the day he was cut: “I would imagine being close to home would have some benefit there. I do wish him well. His family is right there, so it makes sense. If you get that opportunity closer to home, take it.’’ And the Dodgers have nothing to lose beyond $420,000, or what they make in Dodger Dog sales in a homestand. There will be doubters, but only weeks ago, I read a columnist reflect on the demise of Pujols and San Francisco’s Buster Posey, who signed a nine-year, $167 million deal in 2013. This year, Posey is hitting .382 with eight homers and a 1.151 OPS. So there is hope for Pujols, who didn’t entirely lose his batting stroke at the gates of Disneyland.
The game’s oldest active player has new life, which is no small development as Major League Baseball braces for another labor fight and the expiration of a collective bargaining agreement. The Pujols contract is exactly the kind of long-term, diminishing-returns commitment that owners want to avoid. As the New York Post’s Joel Sherman researched, of the 23 players who’ve received mega-deals of at least $200 million, seven have been traded, two have been released and two (Alex Rodriguez and Robinson Cano) have served one-season suspensions for PED use. It’s the most expensive roulette game in sports.
But what’s a serious team to do — not pay Trout his $426.5 million in fear of his age-39 season? Or not pay Betts his $365 million extension in fear of his age-40 season? If you’re the New York Mets and haven’t won a World Series since 1986, you close your eyes and give Francisco Lindor his $341 million. If you’re the Yankees and haven’t won since 2009, you give Gerrit Cole his $324 million and hope he turns out like Max Scherzer, more than worth Washington’s $210 million pact that expires this season. San Diego ownership angered its old-lord brethren by giving Fernando Tatis Jr., at 22, a 14-year deal for $330 million. The Padres were telling their fans, in a city with no other pro sports team, that they’re committed to contending for the long term. Is that wrong? Isn’t the objective still to win a championship?
If you want the optimum chance to stage a World Series parade, you invest in superstars when you have the opportunity. If you want to play the limited-payroll underdog role — and occasionally get lucky, like the Tampa Bay Rays last autumn — you paint yourself as a small-revenue underdog and hope fans keep caring. It’s a system of haves and have-nots attached to a ticking bomb: the growing likelihood of a labor impasse before next season.
Short of the owners implementing a salary cap, which would lead to a strike that could cripple the game permanently, franchises must continue to gamble that elite players produce big numbers through most of a contract. How does it work out when teams opt not to take the plunge? The St. Louis Cardinals, who let the Angels outbid them in 2011 amid civic rebellion, haven’t won a World Series without Pujols after winning two with him. Tell New Englanders, even with the Red Sox off to a surprisingly hot start, that life without Betts won’t be a nightmare this decade.
Remember, the MLB financial system is a massive pie filled with the fruits of broadcast revenues. Every last crumb of the pie will be devoured; it’s a matter of which owners and players snatch the largest pieces. Moreno could afford Pujols at the time. He obviously didn’t go broke since then, having committed almost double the amount to Trout. The Angels gambled … and lost.
And now, as if karma is biting back, they face double-jeopardy. With Trout apparently headed for another playoff-less season in an ongoing baseball tragedy, Pujols could become a story in the fall … and might even retire as a champion. The lesson, in sports and business: Somehow, though the route might be circuitous, make your way to the best-performing and most-well-run organizations, the ones that know how to create happier endings for even a broken-down old man.
Jay Mariotti, called “the most impacting Chicago sportswriter of the past quarter-century,’’ writes a weekly media column for Barrett Sports Media and regular sports columns for Substack while appearing on some of the 1,678,498 podcasts in production today. He’s an accomplished columnist, TV panelist and radio talk host. Living in Los Angeles, he gravitated by osmosis to film projects. Compensation for this column is donated to the Chicago Sun-Times Charity Trust.
Ben Mintz Isn’t Too Hot to Touch After All
“I’ve got a lot of options that I’m still weighing on what my next permanent move is.”
If you feel bad for Ben Mintz after losing his job at Barstool earlier this month, you’re not the only one. Stoolies, Barstool employees and even Dave Portnoy voiced their displeasure after Penn Gaming decided to cut ties with Mintz, after he said a racial slur while reading lyrics of a rap song on a live stream. Regardless of that outpouring of support, he’s been out of a job and looking for his next move.
Initially it was a terrifying time for Mintz. He wondered if he’d be too hot to touch for other media companies and if another opportunity would present itself. Fast forward to three weeks after the incident and Mintz is now about to embark on possibly the greatest summer of his life.
Earlier this week, Mintz was at the SEC Baseball Tournament in Hoover, AL. His beloved Ole Miss Rebels didn’t qualify for the conference tournament, but he found it important to still attend the event.
“It’s all about staying relevant,” said Mintz. “I think I need to be making an appearance at the SEC Tournament. Ole Miss and Mississippi State didn’t even qualify but I’m still going.”
After leaving Hoover, Mintz will be driving all over the south to see friends and family. His 40th birthday is next week and he’ll be making several stops to see as many people as possible. After that, he’ll be heading to Las Vegas for several weeks to pursue one of his biggest passions: poker.
Mintz essentially has a summer job with PokerGo. This isn’t his next big venture into the media business, rather a fun gig to pursue while he mulls over his next big decision. PokerGo allows him the opportunity to play the biggest tournaments of the summer in Vegas, as well as provide fun commentary and content.
“I’ve got a lot of options that I’m still weighing on what my next permanent move is,” said Mintz. “The thing with PokerGo that was so intriguing is that it’s a perfect bridge job to the next thing. I’m going to be flying to Vegas on Friday June 2nd and I’ll be there until July 20th. It’s a funny thing, because I feel like I’m in high school or college and I’m going to summer camp or having a summer job.”
Even after the biggest mistake of his professional life, Mintz is on the verge of one hell of a summer. Essentially, he’ll get free lodging, a paycheck and the chance to chase his dream of winning the Main Event. Life is still good, very good, in fact, for Mintz.
“PokerGo, I’m good friends with those guys and what they offered was the opportunity to do commentary for the World Series of Poker final table, reporting, podcasting and poker content,” Mintz said. “They basically are like, hey, don’t feel like you can’t play WSOP. You play whatever you want to play. I have investors, what’s called backers in the poker world, that put me in tournaments. My backing deal, they put me in $1,500 buy ins and the $10,000 World Series of Poker Main Event. What PokerGo gave me was an opportunity. I get free lodging, getting paid and I get to fire off the WSOP for my backers. It’s literally a dream situation and a six-week job before I figure out what the next step is. I think it’s a perfect summer job.”
While Mintz is enjoying his summer job with PokerGo, he’ll be thinking about what his next move is. Luckily for him, there doesn’t seem to be a shortage of options on the table. However, he knows the importance of his decision for the rest of his professional life.
“I’m at a humongous crossroads,” said Mintz. “You really only get one or two spots in your life or career like this. I don’t want to hurry or rush to make this decision. I’m definitely weighing stuff right now, but summer is a little slower in the sports world and it sets up for me to hopefully get something figured out before football season.”
As for what the next move could look like, Mintz is leaving his options completely open. He’s confident he can contribute and produce content in several areas and isn’t going to pigeonhole himself into one particular platform.
“I think my strength now is my versatile background,” Mintz said. “I have a gambling background with poker and sports gambling. I have a sports radio background and I’ve also worked for Barstool, which is one of the biggest platforms in the world. I do think what I learned at Barstool in consuming media, the 30-second to 1-minute short form videos are a big thing. I feel like the podcast space, I’m not saying I won’t do one, but it’s kind of over saturated now.”
Before Mintz got his first big break at Barstool, his background was in sports radio across Louisiana. Could he make a return to the radio airwaves?
“I love doing sports radio,” Mintz said. “That’s certainly an option for the next step. I’m an open minded guy. Anybody that’s trying to talk to me, I’m listening. I’m not going to close any doors.”
His love for sports radio and understanding the need to stay relevant are big reasons why you can hear Mintz on various radio stations across the south. For instance, he was a Monday guest on Off The Bench at 104.5 ESPN with T-Bob Hebert and Jacob Hester. Mintz can join most radio shows now, since he doesn’t have an affiliation with Penn Gaming anymore. While employed, he could only be on radio shows that had the same sportsbook sponsor as Barstool.
It’s not time for a decision yet. In fact, right now, Mintz is largely focused on being thankful. The amount of opportunities at his disposal after what happened earlier this month, he been a pleasant surprise.
“Everybody that knows my character knows there was no maliciousness,” he said. “I made a very stupid, but honest mistake. Just reading my song like a rap song, I had to pay a very big price for it. I have nothing negative to say about Penn Gaming at all. I put them in a terrible situation and I disagree with their decision, but that’s their decision. They’re a billion-dollar company. It is what it is. What I’m thankful for is that I thought I was going to be too hot to touch and it seems like it’s broken the other way.”
Ben Mintz clearly feels shame and remorse, but he is trying to make is mistake just a bump in the road. Has it completely stolen his happiness? Not for a second.
“It’s been interesting being in public. At Jazz Fest or in the Carolinas, I’m still out in public all the time. I have so many fans and Stoolies coming up to me and saying how they stand with me. Some act like I’m dead. It’s a bump in the road, but I have my health, friends and family and opportunities. The way it broke I feel like I’m in a spot where my next place is a launching pad. I think people want to support me even more.”
Mintz will undoubtedly rebound in his professional career. He’s too unique and talented not to. But in the meantime, even during his incredible summer, he appreciated all the support he’s received from fans. Most notably, he’s seen that on his Cameo page, where hundreds of fans have spent money on personalized videos to try and help him out financially.
“It wasn’t that my Cameo always boomed, it didn’t,” said Mintz. “In the meantime, I’m in a situation right now where all the Stoolies were so mad about what happened to me. I’m getting a lot of support and they’re asking how they can help, and it’s to buy Cameo videos. That definitely helps me in the meantime for sure.”
Tyler McComas is a columnist for BSM and a sports radio talk show host in Norman, OK where he hosts afternoon drive for SportsTalk 1400. You can find him on Twitter @Tyler_McComas or you can email him at TylerMcComas08@yahoo.com.
What Does a Sweep Mean For The Guy Calling the Games?
“These situations can put some pressure on the broadcasters, no matter if your team is the sweeper or the one getting swept.”
This year in the NBA and NHL playoffs there have been a good number of sweeps. While it’s always a possibility, the leagues and their broadcast partners cringe at these short series. There’s very little drama, hence very little reason to tune in, unless you’re a fan of the team on the right end of the sweep.
Of course, monetarily, the television networks hate the sweeps. Most of them have already sold advertising for the “if necessary” games that they won’t be able to cash in on. Sometimes a sweep will eliminate not just a marquee team, but some top tier players. For example, the Lakers and LeBron James were shown the door by the Nuggets in 4 games. Like him or not, LeBron is a draw.
“Definitely not ideal! Lakers–Celtics is the gold standard for an NBA Finals Matchup,” Adam Schwartz, senior VP, video investment, sports at Horizon Media, told Yahoo. “Nothing can compare from a ratings standpoint. You hope for a long series between Heat-Nuggets. Playoff ratings have been great but the shortened series will have an impact overall,” Schwartz said.
There are sweeps setting up in the Stanley Cup Playoffs as well, short series in hockey have the same effect on TNT and ESPN as they do in hoops. It’s all about the money and what could be lost if the series only goes 4 games.
These situations can put some pressure on the broadcasters, no matter if your team is the sweeper or the one getting swept. Local play-by-play announcers have it a little tougher than the national broadcasts. Hometown crews are expected to deliver the call geared towards their fans. These announcers have built up trust and credibility in their market and have to play it as such. They are still expected to provide an entertaining and informative broadcast, but it has to be professional.
Nationally, play-by-players and studio shows can get away with a little more, because, the main goal is to entertain. These telecasts can be a little more critical and sometimes a little out of control. Take for example the exchange on Inside the NBA after Miami beat Boston in Game 3. The Heat went up 3-0 and all bets were off. Ernie Johnson, Charles Barkley, Shaquille O’Neal and Kenny Smith were on the set.
The crew couldn’t wait to rip the Celtics. “I’m embarrassed as a Celtics’ fan right now,” said Barkley. O’Neal agreed, “Yeah, that was bad.” Barkley says “That’s bad, man,” and O’Neal responds “Beatdown. Beatdown at the beach.” Smith asks Barkley “You’re a Celtics’ fan?” and Barkley responded with “I say, if you’re a Celtics’ fan, I don’t think you even mind losing. but that was humiliating.” Johnson then goes “We welcome you to Inside The NBA, presented by Kia, even though it feels a lot more like a Forensic Files episode after watching that.”
That’s certainly one way to handle it, but it would not work for a local broadcast.
The problems for broadcasters of the team winning and losing are very similar actually. Creating drama and storylines and keeping games interesting. It is the playoffs, so that last point should be able to take care of itself. There is one thing broadcasters that are experiencing the playoffs or significant games for the first time have to watch out for – getting too amped yourself.
It happened to me when I called my first NCAA Tournament game in 2008, when covering the University of San Diego team. It took me most of the pregame show and until the first media timeout to ease back into my comfort zone.
To me, the best way to approach the playoffs is to realize that each game should stand on its own. Each game is like a separate battle within the total fight. If treated correctly it should appease both sides of the series. Game 4 is its own entity. Whether one team is up 3-0 of 2-1, the result is not a foregone conclusion, so make sure it is treated as such. You have the ability to build up optimism if your team is in the hole. At the same time, if your team is up in the series, you as the announcer, can keep things at a level so the fans don’t get too far ahead of themselves.
I know this can be difficult at times. After all as the team’s play-by-play announcer, you’ve been with the club from training camp, through the ups and downs of the season and now into the playoffs. Human beings are emotional creatures and control of said emotions isn’t easy in these situations.
I’m not suggesting making this broadcast sound just like a normal November NBA or NHL broadcast. Give it the reverence that it deserves but in a controlled way. Get excited when warranted and when things aren’t going well, reflect that in your voice. Big games should be treated as such. But, the difficulty in keeping your edge without going too far one way or the other is a real challenge.
I think of some of the best to ever do it and how easy they made things sound. They all stayed in that moment and rode the wave of emotion seamlessly. Guys like Marv Albert, Chick Hearn, Jim Durham and Joe Tait knew how to rise to the big game occasion. You could just tell by the tone and pace how their team was doing. They were always in control of their instrument, but still were able to deliver the message and meaning of each playoff game they called.
Professional announcers are able to adapt to the situation, whether or not their team is winning. The stress is the same, ahead or behind, to bring the fans a detailed account of what is happening on the court.
The good ones understand this implicitly and are up to the challenge. Remember what’s important give the fans the information and be honest. It’s what your audience has come to expect, win, lose or draw.
Andy Masur is a columnist for BSM and works for WGN Radio as an anchor and play-by-play announcer. He also teaches broadcasting at the Illinois Media School. During his career he has called games for the Chicago Cubs, San Diego Padres and Chicago White Sox. He can be found on Twitter @Andy_Masur1 or you can reach him by email at Andy@Andy-Masur.com.
Meet The Market Managers – Amy Crossman, Good Karma Brands Cleveland
“We don’t even consider ourselves to be an AM radio station. We are content creators, and we serve it up on many platforms.”
Good Karma Brands dabbles in other formats, but sports radio is its bread and butter. In Cleveland, it is Amy Crossman that is charged with making sure the staples are always in stock and of the highest quality.
This is her first foray into the world of radio, and man, what a time for it! Frankly, what a group for it.
ESPN Cleveland can be heard on 850 AM. That is the way listeners consume the station as a terrestrial broadcast product, but in 2023, no one is consuming any station in only one way. ESPN Cleveland takes the idea of going where the listeners are to an extreme and Crossman says that is why she feels confident for the station’s future regardless of what car companies decide to do about the AM band.
That is one of many subjects she covers in our conversation as part of the Meet the Market Managers series presented by Point to Point Marketing. Amy Crossman also shares her thoughts on live events after Covid, how the premium content model works in radio and what she learned at the Pro Football Hall of Fame.
Demetri Ravanos: Rather than start with the broadcast product, I actually want to start with The Land On Demand. I am surprised in 2023 that the premium content model for a radio station is still a relatively uncrowded space. Not a lot of groups have followed your lead on the local level.
Amy Crossman: So true. It is really unique and it just goes back to our hosts and our talent creating content that people want to get on demand. Maybe they’re at work or doing something else when The Really Big Show is on, and they want to hear what happened with Rizz and Aaron. They’ll listen at the gym or on their way home.
We found the on demand desire was really high and immediately our fans took to that model. So for us, it’s it’s been this really fun, interesting thing to see. It doesn’t hurt that it’s six figures to our bottom line, right? And it gives us an environment to test things out, podcasts and other kinds of audio and video products, with a group of really diehard loyal fans.
DR: What has been the enthusiasm for that very product from advertising partners? These shows run ad-free but you guys do have a landing page for The Land On Demand. That’s plenty of space to be sold.
I do wonder though, when they look at, say, the Audacy stations, for instance, that’s not behind a paywall. So what sort of conversations do you have with advertisers about that?
AC: Yeah, it’s a great question. It is a commercial free environment. That’s part of the play certainly for the subscriber. Our live reads still happen during programing content. We really just strip the commercials out.
We hadn’t explored sponsorship as a whole until last year and then had one of our partners as a title sponsor of The Land On Demand. We were really thoughtful about how to make that a great experience for the partner but not really intrusive for the fan. We kind of rearranged the title so that the logo was locked up with the title. We had a bug on the video screen and some other kind of careful placements for that partner. It was really about reaching the most loyal fans that we have.
They also did, as part of their partnership, an open house. Leading into training camp, wih the Browns really being our biggest season all year round, we opened up The Land On Demand and lifted the paywall brought to you by this partner so that there was a lot more fan sampling.
DR: That sort of leads into my next question as we talk about fan sampling and these conversations with advertising partners. On average in the industry, we talk a lot about the common man sort of being a little bit more media savvy than ever. I wonder if that if you see that showing up in real life conversations, whether it’s with listeners or advertising partners. Do they have a better grasp or at least do they think they have a better grasp of our industry a little bit?
AC: From a partner standpoint, I would say yes. I think our partners are more media savvy. Their kids are more media savvy. They really see kind of where media is evolving to and we certainly do and have invested in that here in Cleveland.
We added a digital content team at the beginning of this year who are really focused on the content that we create and taking it to every platform for every fan to consume in the way that they want to. It’s a little bit of a catalyst from The Land On Demand, more focused on social video YouTube, but this content team really has created this very different energy, not only in the studio but with our partners. We are allowed to have different types of conversations with the success that we’re seeing with digital content. It’s literally like a TV studio around here because digital content team is running around with cameras, capturing behind the scenes in the studio, capturing what’s going on quickly, editing and posting. So it creates a very different pace around the studio.
DR: It’s interesting, isn’t it? I just had this conversation with a doctor earlier today. I don’t know how old you are. I’m 41 and she is a little bit older than me.
We were talking about popular podcasts and how some of them have blown up into TV series and movies and stuff like that. I said, “You know, as much as we talk about this being true with our kids, I genuinely start to wonder if my generation is the last one that traditional, terrestrial media really means something to.” Has that idea of “I go where the great content is, regardless of platform” trickled all the way up to the oldest ends of millennials and the bottom end of Gen-X?
AC: It’s a really interesting question because to your point, whether it’s children or whatever the generation is, even some of the teammates that we have working here, how they consume media we talk about things like the magazine I used to work for, and it doesn’t mean anything to them.
We don’t even consider ourselves to be an AM radio station. We are content creators, and we serve it up on many platforms. I think that really resonates with that generation instead of kind of building all this great content on this station and asking people to come to us, we’re now going to where they are. It’s just a different model, but it makes it a lot more fun because we’re able to approach them in different ways. We launched a YouTube show three weeks ago and we’re launching a second one before Browns season. All of that is behind-the-scenes content, right?
We know how much our fans love our on-air teammates. And they’re always curious about what happens when they go to break right or the end of the show or what happens at the beginning of the show. So we’ve seen a lot of success, really fantastic success, on YouTube with showing the fans a different side of our on-air teammates.
DR: Given the success of The Land On Demand, the investment in the digital side that you’re talking about, also the station streams through the ESPN app, which has very reliable proliferation every single year. I wonder if you feel pretty prepared if we are indeed headed for the day that access to the AM band in new cars just isn’t there anymore. That doesn’t necessarily mean it is or isn’t any more important to you. It’s just there is a different level of preparedness, it sounds like, in Cleveland.
AC: We’re trying different things and we’re not going to get them all right, but that’s okay. I think the fact that we are eager to test things out and most importantly, our on-air teammates are just as eager matters. If we didn’t have the entire team behind the idea of “let’s get our content to where our fans want it,” it would be a little bit more of a struggle.
We just have an amazing group of people that come from varied backgrounds on our team. And so everybody is involved in the idea is like, “How about if we try this” or “What if we travel this way”. That has certainly been a different level of energy and pace on the team, which just kind of trickles through all of the teammates, sales, marketing, production, and otherwise. I like to think we’re kind of prepared.
DR: I want to talk about the part of your job that is recruiting talent, particularly on the sales side. If you had experience with radio sales at this point in 2022, you expect you’re going to be selling, a portfolio of stations, right? That can be good. That can be more opportunity, but it could also mean you’re stretched thin. How do they react to the idea of coming over to a place where, sure, there are many different products within ESPN 850, but it is a single umbrella that you are selling under?
AC: To be totally honest, I’m looking out at the team right now, I don’t think we’ve hired anybody in radio sales in the past three years yet. We really have kind of a great intersection. We have some tenured salespeople here, marketing consultants who are amazing and know our assets inside and out. The newer teammates we’ve hired over the last three years don’t come from other stations. In fact, we just hired someone who’s starting at the end of May, and he’s coming from Rocket Mortgage, the top seller at Rocket Mortgage. So, there is a there’s a learning curve to teach and coach them in media.
I think that recruits are energized by the fact that it’s not just AM radio, which is a critical part of our business in Cleveland, but there’s the opportunity to test and sell and have different conversations about different products. I think it’s probably an advantage for us from a selling perspective because we really are kind of trying so many new things.
DR: So you guys have a sales opportunity that is not unique to you guys. It is unique to ESPN Radio stations though – ESPN play-by-play. It’s not like you don’t have the Guardians. It’s not like you don’t have the Cavaliers. I mean, hell, they just went to the playoffs for the first time in forever and it was on your airwaves. It’s just not there all the time. It’s not the hometown broadcasts.
Tell me about the conversations locally you have with whether it is advertising partners or listeners when you’re out at events about the fact that your teams are here, it’s just we’re doing it a different way and there is opportunity there for you still.
AC: Yeah, I’m glad you brought it up because, you know, we are obviously the official home of the Browns. We talk about the Browns 13 months out of the year, of course, as important in Cleveland.
DR: Can I tell you that I use your market as an example all the time. I live in Raleigh. I tell people this is a great place to live. It is a terrible sports radio market. And I always follow that up by saying, “We’re not Cleveland. We don’t have a team that unites us in misery like the Browns. That’s what you need to be a great sports radio market.”
AC: It’s so true. Our content mission is Browns, drama, fun. If the content that the teammates are creating does not fall in one of those buckets, we’re probably not going to be talking about it.
Matt Fishman, the director of content, has done an amazing job with adding teammates that are insiders in those other teams. Right? So Brian Windhorst is a teammate and he is our NBA insider for all things Cavs Andre Knott is a teammate, and he obviously travels with the Guardians and is an insider there. So that really is our approach.
Again, we like that it’s less traditional. We don’t obviously have the rights to the Guardians and the Cavs, but having an insider. Our fans really like that, right? They’re getting information from the source and maybe a little bit different than it would be served up in in a traditional environment where we had play-by-play. So we feel like we’ve covered the bases.
Cleveland’s a unique town. The Cavs went to the playoffs and people were okay with it, but they were really still talking about, “is Stefanski going to get fired in the bye week in week five?”. That’s really where all of the buzz is.
We liken the approach that we have to dating. We have great relationships with the Cavs’ and the Guardians’ front offices. They’re great partners with us to try new things and different approaches and unique ways to partner together.
DR: Tell me a little bit about live events post-COVID. Do you see any lingering effects that have changed?
AC: I think Ohio just kind of forgot about the pandemic and really moved on. I’ll tell you, to be honest, we really saw it in 2021 when the NFL Draft was here. It was touch and go on were they going to come or were they not going to come. They were kind of just plowing through.
Pre-pandemic, we would do up to 250 events a year and that may be anything from a small street team at a bar for Corona up to our big thousand-person draft party. So we were certainly itching to get out and create live events. Our fans were itching for it and our advertising partners were as well. So we hosted a VIP event, pre-NFL Draft, which was we we kind of laugh that maybe it was the super spreader event. I think we had 250 guests and everybody was hugging and kissing babies and just being so excited to be back together again. So that was probably the only one where we were incredibly cautious about how we were rolling that event out.
By football season, we were doing our Browns tailgate that we do every week and everything just seemed to kind of come back in Ohio. This year we’re doing as many events as ever.
DR: I don’t doubt the appetite is there for advertisers, but we have entered a whole new economy since the pandemic and I wonder what that does to the to the live event business or those advertisers’ dedication to live events.
AC: Yeah, it really depends on the advertising partner. For so many of the businesses that partner with us on our live events, their objectives are really to have the face-to-face interaction with fans and we can provide that for them. There really aren’t many that have strayed away from that because it affects their business in such a positive way. So we may have streamlined our events a little bit more just so that we could develop a best-in-class event versus just cranking out 250 events a year, but for the most part, the fans still come out.
We have a big event on June 25th, our block party. It started last year. There’s just so much excitement around it in Cleveland. All of the teams are participating. It’s really just a great celebration of football and of sports in Cleveland.
DR: You came to this job from a very untraditional place. You came from the Pro Football Hall of Fame. What lessons can you bring from there into running a media operation?
AC: Prior to that, I was in New York for 20-plus years in the media business. So for me, the great opportunity to work at the Hall of Fame and get into the sports marketing world was really a highlight for me, but what I really missed the most was the media component to it. Media is my currency and it’s how I know to create solutions for advertising partners and great content for fans. So that was really my foray from kind of big corporate media to the Pro Football Hall of Fame in Canton and then landing here at ESPN Cleveland.
Demetri Ravanos is the Assistant Content Director for Barrett Sports Media. He hosts the Chewing Clock and Media Noise podcasts. He occasionally fills in on stations across the Carolinas. Previous stops include WAVH and WZEW in Mobile, AL, WBPT in Birmingham, AL and WBBB, WPTK and WDNC in Raleigh, NC. You can find him on Twitter @DemetriRavanos and reach him by email at DemetriTheGreek@gmail.com.