You’ve got to hand it to the NFL; the league rings every last droplet of value out of its product. It was announced on Tuesday that the defending champion Los Angeles Rams will host the Denver Broncos on Christmas Day. The NFL has released the dates and times of nine games for the upcoming season so far. (Give it five minutes and two more games might be unveiled.) The gradual striptease is leading up to the full schedule release on Thursday, May 12.
Think about this for a second. Let’s start with the fact that the full NFL schedule reveal is an event. It partially makes sense (because the NFL is so popular). At the same time, it makes no sense whatsoever (because it’s a freakin’ schedule release for crying out loud). What’s important is that the NFL doesn’t think, “Hey, this is great for us,” and leave it at that. The league thinks, “How can we get even more value out it?”
That’s winning thinking.
It reminds me of something sports radio veteran Rick Scott once told me. He said, “You know, Brian, you make a little tweak here, a little change there, and pretty soon you’ve got a great radio station.” It works the same way with the NFL. The league certainly doesn’t get everything right, but it doesn’t leave any meat on the bone when it comes to maximizing value.
The NFL will offer five international games this season, including the first regular-season NFL game ever played in Germany. Not only has the league committed to playing more games in new places, but it also released the dates of those games prior to the full schedule reveal. That’s a double dose of maximizing value.
|2022 NFL International Games|
|Week 4||Oct. 2||Vikings-Saints||London||Tottenham Hotspur Stadium|
|Week 5||Oct. 9||Giants-Packers||London||Tottenham Hotspur Stadium|
|Week 8||Oct. 30||Broncos-Jaguars||London||Wembley Stadium|
|Week 10||Nov. 13||Seahawks-Buccaneers||Germany||Allianz Arena|
|Week 11||Nov. 21||49ers-Cardinals||Mexico City||Estadio Azteca|
We also know that the Chiefs will host the Chargers on Sept. 15 to begin the new era of Thursday Night Football on Amazon Prime Video. In Week 2, there will be a Monday Night Football doubleheader featuring Titans-Bills followed by Vikings-Eagles on Sept. 19. No word on the date of that monstrous Jags-Lions tilt yet. We’ll have to wait until Thursday.
What the NFL is doing with its gradual schedule release is actually work and life advice. It’s a PSA on the importance of maximizing value. We should always look for creative ways to connect with people in our work and personal lives.
I sat down with the guys from The Mac Attack in Charlotte for a Q&A last week. Morning host Chris McClain told me something interesting about widening your reach as a host.
“You’ve got to have content out there all the time,” McClain said. “We grew up in an era where you’re doing a four-hour show. They call it your shift in radio. ‘Hey, how did your shift go?’ I’ve got to get out of that mindset. We’ve got to have stuff that is recycled throughout the day on social media. Anything extra you can do. We like doing a lot of videos that let people laugh at us a little bit. That’s the one thing we’ve got to keep getting better at. You can be in people’s lives and minds all the time. It doesn’t just have to be that four hours.”
Amen to that. Some hosts work really hard to deliver a good show. It blows my mind that a lot of that hard work can be completely wasted if a portion of the audience isn’t listening in real time. If you cooked a great meal, but many people couldn’t make it for dinner, how would they know if it was a good meal or not? They would have no idea.
That’s how it works in radio. If some of the audience can’t make it for the meal, you have to take the meal to them. Post stuff. Be where they are. Deliver your highlights to them. You can either throw away the uneaten meal you worked so hard on, or you can package it up and place it on the doorstep of your audience.
The gradual NFL schedule release also shows us the importance of staying in front of people. The league could unveil the entire schedule in one day and leave it at that. Instead, releasing it gradually keeps the league in the headlines. It’s content that leads to discussions and staying on people’s minds.
That’s how digital should work for radio hosts. Like Mac in Charlotte said, it’s important to get out of the radio shift mindset. We can’t operate in four-hour radio chunks anymore. We have access to our audience 24 hours a day through digital. It would be crazy not to take advantage of that. The NFL definitely doesn’t waste any opportunities to stay top of mind. Why should we?
Another thing the NFL does well; the league finds out what their audience likes and gives them more of it. The NFL is like, “Oh, you like this schedule release thing? Well, let’s give you more of it spaced out over multiple days. Oh, you enjoy the NFL Draft? Let’s spread that out over three days. Oh, you love Christmas Day football? Well, let’s give you a tripleheader this year.”
The Browns-Packers game on Christmas Day last year averaged 28.6 million viewers on FOX. Twenty freakin’ eight point six million freakin’ viewers. Good Lord. The Colts-Cardinals nightcap averaged 12.6 million viewers on NFL Network. That was the second-highest viewed game in network history. NBA commissioner Adam Silver just fainted.
The NBA has played games on Christmas Day since 1947. The NFL doesn’t care. The NFL pulled a gangster move in 2021 and is doubling down this year. I’m sorry, tripling down. Roger Goodell and the team owners are kingpins that went to their rival’s turf, started selling their own product and said deal with it. The takeaway for radio people is to find out what’s working with the audience, and hammer it even further. Sell more of what your audience is buying.
The NFL’s approach is a great lesson; don’t let anything go to waste. That’s a great philosophy in radio too. How can this segment be better? Where can we distribute the best parts of the show? How can I connect with my audience on social media? The NFL is constantly thinking that way. If the NFL hosted a radio show, it wouldn’t just crack the mic during the show and call it a day. It would be hustling to promote and stay top of mind. The most popular league in the country sees the importance of staying in front of its audience and maximizing value. It’s a pretty good idea for you to take the same approach.
Being Wrong On-Air Isn’t A Bad Thing
…if you feel yourself getting uncomfortable over the fact that you were wrong, stop to realize that’s your pride talking. Your ego. And if people call you out for being wrong, it’s actually a good sign.
In the press conference after the Warriors won their fourth NBA title in eight years, Steph Curry referenced a very specific gesture from a very specific episode of Get Up that aired in August 2021.
“Clearly remember some experts and talking heads putting up the big zero,” Curry said, then holding up a hollowed fist to one eye, looking through it as if it were a telescope.
“How many championships we would have going forward because of everything we went through.”
Yep, Kendrick Perkins and Domonique Foxworth each predicted the Warriors wouldn’t win a single title over the course of the four-year extension Curry had just signed. The Warriors won the NBA title and guess what? Curry gets to gloat.
The funny part to me was the people who felt Perkins or Foxworth should be mad or embarrassed. Why? Because they were wrong?
That’s part of the game. If you’re a host or analyst who is never wrong in a prediction, it’s more likely that you’re excruciatingly boring than exceedingly smart. Being wrong is not necessarily fun, but it’s not a bad thing in this business.
You shouldn’t try to be wrong, but you shouldn’t be afraid of it, either. And if you are wrong, own it. Hold your L as I’ve heard the kids say. Don’t try to minimize it or explain it or try to point out how many other people are wrong, too. Do what Kendrick Perkins did on Get Up the day after the Warriors won the title.
“When they go on to win it, guess what?” He said, sitting next to Mike Greenberg. “You have to eat that.”
Do not do what Perkins did later that morning on First Take.
Perkins: “I come on here and it’s cool, right? Y’all can pull up Perk receipts and things to that nature. And then you give other people a pass like J-Will.”
Jason Williams: “I don’t get passes on this show.”
Perkins: “You had to, you had a receipt, too, because me and you both picked the Memphis Grizzlies to beat the Golden State Warriors, but I’m OK with that. I’m OK with that. Go ahead Stephen A. I know you’re about to have fun and do your thing. Go ahead.”
Stephen A. Smith: “First of all, I’m going to get serious for a second with the both of you, especially you, Perk, and I want to tell you something right now. Let me throw myself on Front Street, we can sit up there and make fun of me. You know how many damn Finals predictions I got wrong? I don’t give a damn. I mean, I got a whole bunch of them wrong. Ain’t no reason to come on the air and defend yourself. Perk, listen man. You were wrong. And we making fun, and Steph Curry making fun of you. You laugh at that my brother. He got you today. That’s all. He got you today.”
It’s absolutely great advice, and if you feel yourself getting uncomfortable over the fact that you were wrong, stop to realize that’s your pride talking. Your ego. And if people call you out for being wrong, it’s actually a good sign. It means they’re not just listening, but holding on to what you say. You matter. Don’t ruin that by getting defensive and testy.
WORTH EVERY PENNY
I did a double-take when I saw Chris Russo’s list of the greatest QB-TE combinations ever on Wednesday and this was before I ever got to Tom Brady-to-Rob Gronkowski listed at No. 5. It was actually No. 4 that stopped me cold: Starr-Kramer.
My first thought: Jerry Kramer didn’t play tight end.
My second thought: I must be unaware of this really good tight end from the Lombardi-era Packers.
After further review, I don’t think that’s necessarily true, either. Ron Kramer did play for the Lombardi-era Packers, and he was a good player. He caught 14 scoring passes in a three-year stretch where he really mattered, but he failed to catch a single touchdown pass in six of the 10 NFL seasons he played. He was named first-team All-Pro once and finished his career with 229 receptions.
Now this is not the only reason that this is an absolutely terrible list. It is the most egregious, however. Bart Starr and Kramer are not among the 25 top QB-TE combinations in NFL history let alone the top five. And if you’re to believe Russo’s list, eighty percent of the top tandems played in the NFL in the 30-year window from 1958 to 1987 with only one tandem from the past 30 years meriting inclusion when this is the era in which tight end production has steadily climbed.
Then I found out that Russo is making $10,000 per appearance on “First Take.”
My first thought: You don’t have to pay that much to get a 60-something white guy to grossly exaggerate how great stuff used to be.
My second thought: That might be the best $10,000 ESPN has ever spent.
Once a week, Russo comes on and draws a reaction out of a younger demographic by playing a good-natured version of Dana Carvey’s Grumpy Old Man. Russo groans to JJ Redick about the lack of fundamental basketball skills in today’s game or he proclaims the majesty of a tight end-quarterback pairing that was among the top five in its decade, but doesn’t sniff the top five of all-time.
And guess what? It works. Redick rolls his eyes, asks Russo which game he’s watching, and on Wednesday he got me to spend a good 25 minutes looking up statistics for some Packers tight end I’d never heard of. Not satisfied with that, I then moved on to determine Russo’s biggest omission from the list, which I’ve concluded is Philip Rivers and Antonio Gates, who connected for 89 touchdowns over 15 seasons, which is only 73 more touchdowns than Kramer scored in his career. John Elway and Shannon Sharpe should be on there, too.
Money Isn’t The Key Reason Why Sellers Sell Sports Radio
I started selling sports radio because I enjoyed working with clients who loved sports, our station, and wanted to reach fans with our commercials and promotions.
A radio salesperson’s value being purely tied to money is overrated to me. Our managers all believe that our main motivation for selling radio is to make more money. They see no problem in asking us to sell more in various ways because it increases our paycheck. We are offered more money to sell digital, NTR, to sell another station in the cluster, weekend remotes, new direct business, or via the phone in 8 hours.
But is that why you sell sports radio?
In 2022, the Top 10 highest paying sales jobs are all in technology. Not a media company among them. You could argue that if it were all about making money, we should quit and work in tech. Famous bank robber Willie Sutton was asked why he robbed twenty banks over twenty years. He reportedly said,” that’s where the money is”. Sutton is the classic example of a person who wanted what money could provide and was willing to do whatever it took to get it, BUT he also admitted he liked robbing banks and felt alive. So, Sutton didn’t do it just for the money.
A salesperson’s relationship with money and prestige is also at the center of the play Death of a Salesman. Willy Loman is an aging and failing salesman who decides he is worth more dead than alive and kills himself in an auto accident giving his family the death benefit from his life insurance policy. Loman wasn’t working for the money. He wanted the prestige of what money could buy for himself and his family.
Recently, I met a woman who spent twelve years selling radio from 1999-2011. I asked her why she left her senior sales job. She said she didn’t like the changes in the industry. Consolidation was at its peak, and most salespeople were asked to do more with less help. She described her radio sales job as one with “golden handcuffs”. The station paid her too much money to quit even though she hated the job. She finally quit. The job wasn’t worth the money to her.
I started selling sports radio because I enjoyed working with clients who loved sports, our station, and wanted to reach fans with our commercials and promotions. I never wanted to sell anything else and specifically enjoyed selling programming centered around reaching fans of Boise State University football. That’s it. Very similar to what Mark Glynn and his KJR staff experience when selling Kraken hockey and Huskies football.
I never thought selling sports radio was the best way to make money. I just enjoyed the way I could make money. I focused on the process and what I enjoyed about the position—the freedom to come and go and set my schedule for the most part. I concentrated on annual contracts and clients who wanted to run radio commercials over the air to get more traffic and build their brand.
Most of my clients were local direct and listened to the station. Some other sales initiatives had steep learning curves, were one-day events or contracted out shaky support staff. In other words, the money didn’t motivate me enough. How I spent my time was more important.
So, if you are in management, maybe consider why your sales staff is working at the station. Because to me, they’d be robbing banks if it were all about making lots of money.
Media Noise: BSM Podcast Network Round Table
Demetri Ravanos welcomes the two newest members of the BSM Podcast Network to the show. Brady Farkas and Stephen Strom join for a roundtable discussion that includes the new media, Sage Steele and Roger Goodell telling Congress that Dave Portnoy isn’t banned from NFL events.