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Growing Sports Radio’s Bottom Line!

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For the past 19 years I’ve made my living in the radio industry. Most of that time has been spent in the sports talk radio format, a format which I love and believe strongly in. I’ve been fortunate to be trusted by various companies to manage their brands, create the vision of their radio stations and make personnel decisions to elevate the brand’s ratings so I have a high opinion of what type of connection can be built in this format between talk show host’s and listening audiences.

Nielsen Pic 1I equally believe that advertisers who invest in this format gain significant advantages by being associated with it.

For years I’ve listened to critics label this format as niche and take shots at whether or not sports talk radio could deliver real results for clients and it’s been frustrating to hear at times because I’ve personally witnessed many success stories. Conversely, sports television rarely has received the same venom or disrespect yet they target much of the same audience. While the numbers are certainly higher for television, the traits of the targeted consumer are no different.Nielsen Pic 4

I can personally recall running a promotion in San Francisco titled “Lucky Break” where we rewarded one undiscovered talent with a contract to work for the radio station for 1 year and while doing auditions, some contestants would weave in the words “reach us on the McDonald’s Text Line” without even being prompted to. That’s the type of connection this format delivers for advertisers better than any other.

When you look at the entertainment options available to people today, radio’s best chance to remain a priority is to offer content that is unique, people who stand out and brand associations that make your product cool. Fortunately for those of us who work in the format, sports talk radio possesses many of those ingredients.

sportsradioprofileThis format also targets an attractive demographic (Men 25-54) and that’s important to advertisers because this audience has something they want – money! The bottom line is that we’re all in business to grow business while additionally looking to raise the profile of our brands in a positive light so when a company forms an association with a sports radio station, there is an unspoken value and image benefit that comes with it.

When you look at how radio has evolved, in many markets now, the personalities on sports radio stations are seen by the audience as local rock stars, much like the local music DJ’s were viewed on radio and television in the 1980’s.newspaper

While 20 years ago the local newspaper was your source for information and opinion, today you get your information from social media and popular websites and you learn what that information means by tuning into your local sports talk radio personalities. It’s the exact reason why newspapers started creating podcasts, video commentaries and even full-time sports talk on their websites.

In 2013 BIA/Kelsey conducted their annual study on which station’s delivered the highest revenue in the nation and of the top 10 performers, 4 had some form of sports marketing involved with their product. WFAN in NY was the lone full-time sports talker in in the group and the other 3 (WBBM, WGN and WCBS) carried the Yankees, Cubs and Bears respectively.money

While one could suggest that the information in that study shows that the format has made progress, I could equally question why only 1 of the top 10 billing stations in the country was an all-sports station and why play-by-play is seen as attractive to clients yet the content created by personalities during the work week with audiences who are engaged in it isn’t viewed as important.

I was curious to get some insight on the challenges sports radio sellers face today and what they perceive as the format’s biggest advantages so I reached out to 5 different people who I respect in this industry to obtain their expertise.

In assembling this piece, I wanted to target 5 different markets and folks who have been involved in different organizations in order to illustrate some of the differences and similarities that exist in our industry. I think you’ll find the feedback provided by some of these great business leaders to be extremely helpful especially if you work on the programming side of the business.

PicMonkey CollageThe 5 featured panelists in today’s conversation are listed below. You can find out more about each of them by clicking the link on their names to be redirected to their LinkedIn profiles.

  • Paul Blake – Philadelphia – VP of Sales for Greater Media
  • Jessica Webb – Phoenix – VP of Sales for Bonneville Arizona
  • John Goforth – Chicago – Sports Sales Manager for 670 The Score
  • Payton Raymond – San Francisco – Director of National Sales for Entercom
  • Jim Heilman – Atlanta – Former Director of National Sales for 790 The Zone & GSM of WKNR Cleveland

misconceptionsWhat is the biggest misconception of the sports talk radio format in the advertising community?

Raymond: I believe the biggest misconception is how valuable the audience is. If you’re not a sports fan or listener to sports radio then there’s a big chance that you don’t see the marketing benefits of being associated with it. Sports fans are passionate and loyal supporters of the format. They always have an opinion and want to discuss the good and bad of their favorite teams. Listeners of sports talk also tend to have great qualitative profiles like employed full time, home ownership and college degrees. I believe that sports programming is not being measured properly by Nielsen and that puts us in a bad situation on paper when being evaluated by the agencies.

Webb: That it is super niche – all X’s and O’s. We refer to it as highly targeted, totally engaging (mostly) guy talk.

Blake: Agencies require ratings yet this format delivers results without needing to be a “top rated” station in the market.

Goforth: That our listeners are our callers. Agencies, and to a lesser degree, clients sometimes think of the sports talk listener as a 35 year old meatball who still lives at home and spends his disposable income on cheap beer and replica jerseys. The reality is that sports talk radio has the most affluent and most educated listener of any format in radio (according to Nielsen).

Heilman: That it’s limited to a very small audience. There are two places that people come to each week in mass regardless of the economy/weather/mood etc…Church and Sporting events. Everyone is a sports fan and the incomplete nature of the current audience measurement tools that exist today misconstrue the power of sports radio. While it is no doubt predominately a male audience, there are many female listeners. Also, I would argue that the audience is much larger and much more engaged than what is currently reflected in the ratings. Sports talk and play by play are the last remaining segment that people want to listen to or watch live, not record or DVR or passively participate with. A very underrated medium for sure!ratings2

How much do the ratings of your radio station impact your ability to continue driving rates and increasing your revenue?

Raymond: On a national level, ratings make or break a stations ability to drive revenue. In national sales there’s really no personal emotion unlike working with a local business who may love the format and its personalities and listen to it every day. Everything nationally must be justified with ratings and cost per points. There’s less focus on that locally.

Webb: This question fires me up like no other. I don’t believe that Nielsen gives fair and accurate credit to spoken word formats, not just Sports. That being said, our lives would definitely be easier with ratings. In spite of the lack of ratings, we will still post top 2 local and digital revenue in the market. But it’s a constant grind. There’s no easy money.

Blake: It can depend on competition. If you’re competing against another sports station then you need to be ahead of or within striking distance of that station. However, the ratings are not compared as much to music-based stations. It’s a great local direct results format.

Goforth: Minimally – rarely do you see a M25-54 avail come down from agencies, so as long as our ratings keep us in the agency fight, we’ll be fine. The direct conversation rarely involves ratings…it’s about results.

Heilman: Again it’s an old way to value and position. Create value propositions based on goals and objectives of the client and their target audience. Ratings to me are irrelevant. If a campaign meets my objectives (sales goals/drives in store/brand awareness) who gives a shit about the ratings…it works!scully

What type of importance do you place on having play by play on your station? 

Raymond: Play by play (pxp) is all upside for national sales. It gives you an asset to incorporate into media sales pitches that no one else can offer. Would you like to be the sports station with no play-by-play going into a client meeting following your local competitor and their pitch of being associated with a popular local team? PXP brings more audience to the station and also gives an exclusive product offering to clients.

Webb: Very important. We love the brand association and our team partnerships. We carry MLB, NFL, NBA, NHL and NCAA football and basketball. It’s nice having that feather in your cap but it’s tough keeping sales people focused on selling all of it.

Blake: It’s great for branding but it also has to be a profitable venture.

Goforth: In my opinion, it’s the number one marketing tool we have. People tune in for the game on a Monday night and on Tuesday morning they’re listening to the station. Also, it’s great for credibility in the marketplace and client entertainment. From a revenue standpoint it helps with ancillary programming such as sponsorships of team-centric shows, play by play host appearances, and access to players, not to mention merchandising.

Heilman: Play by Play can be a major driver but again it varies by team, market and local audience interest.localnational

In your market, what is the split between local and national advertising? Do you see that split continuing in the future?

Raymond: National spot advertising is about 38% of the revenue in San Francisco which has remained consistent over the years.

Webb: National accounts for less than 10% of the billing in our building. I see it flat to down in the future.

Blake: 15% national and I don’t see that changing. It’s different by market though. For us we’re very close in proximity to NYC which is a factor.

Goforth: That’s an extremely tough question to answer as every company defines “national” differently. However, I think it’s fair to say that if “national” were an AE – they’d have the highest billing. As far as the future is concerned – I don’t know that I see it changing a ton (towards more national). Many clients enjoy the ideation and creativity that is spurred by having local reps.

Heilman: During my time selling sports radio in Atlanta, the split was roughly 40% national 60% local but every market is different.Value

How do you decide what your assets are worth? What do you do to make sure you’re receiving fair market value for them?

Raymond: Based on feedback and demand from advertisers. Our sales manager’s set the pricing for our assets.

Webb: All depends on the asset. Each situation is unique.

Blake: We continue to assess supply and demand of our assets and price accordingly per the needs of our clients.

Goforth: No matter where I’ve worked, the answer to this question doesn’t change. Assets are worth every penny a client will spend and nothing more. If something isn’t selling or gaining traction for whatever reason, the price either needs to lower or go away (this is assuming it’s being pitched enough and the value is being correctly demonstrated). Sometimes it’s best to punt on an idea so you don’t devalue the station. We sell a quickly expiring commodity and, like a hotel, once the day is gone…it’s gone. So sell it or move on.

Heilman: It’s driven by perceived value. It is what you make it. Often times stations and radio groups get too caught up in the numbers. It’s up to the station to create the hype and sizzle and position and develop the right program to make it valuable to the customer. If the customer does not value the idea or the station they will not pay for it.results

When talking to advertisers what is the #1 thing they seek more of from your brand? 

Raymond: Brand integration and ROI (return on investment). Advertisers not only want commercials but they want some sort of special integration into programming and play by play that will help drive ROI. Endorsements, features, ownership of assets are hot areas of ownership that can help accelerate sales and launches of brands. Digital programs would be a close 2nd.

Webb: Higher level association with our brand and on-air talent.

Blake: Engagement, custom ideas, great results.

Goforth: Passion – the passion of our listening audience helps sell their good or service. This comes from not only the passion for the teams, but for the hosts and the station as well. We’re originators of content. People can hear the latest Foster the People song anywhere – they can’t get their local guys’ reaction to the big win (or loss) ANYWHERE else.

Heilman: Results, partnership and perceived value would make up my top 3.future

Where do you see the sports radio format having its best opportunity to grow its business in the future?

Raymond: Unique programming, digital engagement and endorsements.

Webb: Continue to deliver amazing unique local content, hire sales people that are marketers not just sales people, and give them the internal support to succeed.

Blake: Much more of the same great things we already provide. This is an incredible results format.

Goforth: Digital – The digital space will account for 25% of all paid media spending this year and will be up another 15% from last year.  The buzz words you hear in the digital space all relate to brand integration and content origination.  We already do that!  Sports radio just needs to continue to evolve and expand the conversation digitally – opening up opportunity and different revenue streams as we do so.

Heilman: Embracing technology and getting out of the 1970’s. The last ones to the web and the last ones to integrated programming. Be proactive and not reactive. There needs to be cooperation and coordination at the agency and client level as well. Create the demand don’t react to it!

To learn more information about some of the great brands that our 5 featured panelists are associated with, visit their stations websites below.

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Would Local Radio Benefit From Hosting An Annual Upfront?

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How many times have you heard this sentence uttered at conferences or in one of the trades; radio has to do a better job of telling its story. Sounds reasonable enough right? After all, your brands and companies stand a better chance of being more consumed and invested in the more that others know about them.

But what specifically about your brand’s story matters to those listening or spending money on it? Which outlets are you supposed to share that news with to grow your listenership and advertising? And who is telling the story? Is it someone who works for your company and has a motive to advance a professional agenda, or someone who’s independent and may point out a few holes in your strategy, execution, and results?

As professionals working in the media business, we’re supposed to be experts in the field of communications. But are we? We’re good at relaying news when it makes us look good or highlights a competitor coming up short. How do we respond though when the story isn’t told the we want it to? Better yet, how many times do sports/news talk brands relay information that isn’t tied to quarterly ratings, revenue or a new contract being signed? We like to celebrate the numbers that matter to us and our teams, but we don’t spend much time thinking about if those numbers matter to the right groups – the audience and the advertisers.

Having covered the sports and news media business for the past seven years, and published nearly eighteen thousand pieces of content, you’d be stunned if you saw how many nuggets of information get sent to us from industry folks looking for publicity vs. having to chase people down for details or read things on social media or listen to or watch shows to promote relevant material. Spoiler alert, most of what we produce comes from digging. There are a handful of outlets and PR folks who are great, and five or six PD’s who do an excellent job consistently promoting news or cool things associated with their brands and people. Some talent are good too at sharing content or tips that our website may have an interest in.

Whether I give the green light to publish the material or not, I appreciate that folks look for ways to keep their brands and shows on everyone’s radar. Brand leaders and marketing directors should be battling daily in my opinion for recognition anywhere and everywhere it’s available. If nobody is talking about your brand then you have to give them a reason to.

I’m writing this column today because I just spent a day in New York City at the Disney Upfront, which was attended by a few thousand advertising professionals. Though I’d have preferred a greater focus on ESPN than what was offered, I understand that a company the size of Disney with so many rich content offerings is going to have to condense things or they’d literally need a full week of Upfronts to cover it all. They’re also trying to reach buyers and advertising professionals who have interests in more than just sports.

What stood out to me while I was in attendance was how much detail went into putting on a show to inform, entertain, and engage advertising professionals. Disney understands the value of telling its story to the right crowd, and they rolled out the heavy hitters for it. There was a strong mix of stars, executives, promotion of upcoming shows, breaking news about network deals, access to the people responsible for bringing advertising to life, and of course, free drinks. It was easy for everyone in the room to gain an understanding of the company’s culture, vision, success, and plans to capture more market share.

As I sat in my seat, I wondered ‘why doesn’t radio do this on a local level‘? I’m not talking about entertaining clients in a suite, having a business dinner for a small group of clients or inviting business owners and agency reps to the office for a rollout of forthcoming plans. I’m talking about creating an annual event that showcases the power of a cluster, the stars who are connected to the company’s various brands, unveiling new shows, promotions and deals, and using the event as a driver to attract more business.

Too often I see our industry rely on things that have worked in the past. We assume that if it worked before there’s no need to reinvent the wheel for the client. Sometimes that’s even true. Maybe the advertiser likes to keep things simple and communicate by phone, email or in-person lunch meetings. Maybe a creative powerpoint presentation is all you need to get them to say yes. If it’s working and you feel that’s the best way forward to close business, continue with that approach. There’s more than one way to reach the finish line.

But I believe that most people like being exposed to fresh ideas, and given a peak behind the curtain. The word ‘new’ excites people. Why do you think Apple introduces a new iPhone each year or two. We lose sight sometimes of how important our brands and people are to those not inside the walls of our offices. We forget that whether a client spends ten thousand or ten million dollars per year with our company, they still like to be entertained. When you allow business people to feel the excitement associated with your brand’s upcoming events, see the presentations on a screen, and hear from and interact with the stars involved in it, you make them feel more special. I think you stand a better chance of closing deals and building stronger relationships that way.

Given that many local clusters have relationships with hotels, theaters, teams, restaurants, etc. there’s no reason you can’t find a central location, and put together an advertiser appreciation day that makes partners feel valued. You don’t have to rent out Pier 36 like Disney or secure the field at a baseball stadium to make a strong impression. We show listeners they’re valued regularly by giving away tickets, cash, fan appreciation parties, etc. and guess what, it works! Yes there are expenses involved putting on events, and no manager wants to hear about spending money without feeling confident they’ll generate a return on investment. That said, taking calculated risks is essential to growing a business. Every day that goes by where you operate with a ‘relying on the past’ mindset, and refuse to invest in growth opportunities, is one that leaves open the door for others to make sure your future is less promising.

There are likely a few examples of groups doing a smaller scaled version of what I’m suggesting. If you’re doing this already, I’d love to hear about it. Hit me up through email at JBarrett@sportsradiopd.com. By and large though, I don’t see a lot of must-see, must-discuss events like this created that lead to a surplus of press, increased relationships, and most importantly, increased sales. Yet it can be done. Judging from some of the feedback I received yesterday talking to people in the room, it makes an impression, and it matters.

I don’t claim to know how many ad agency executives and buyers returned to the office from the Disney Upfront and reached out to sign new advertising deals with the company. What I am confident in is that Disney wouldn’t invest resources in creating this event nor would other national groups like NBC, FOX, CBS, WarnerMedia, etc. if they didn’t feel it was beneficial to their business. Rather than relying on ratings and revenue stories that serve our own interests, maybe we’d help ourselves more by allowing our partners and potential clients to experience what makes our brands special. It works with our listeners, and can work with advertisers too.

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Takeaways From The NAB Show and Six Days in Las Vegas

“I’m certainly not afraid to be critical but my enthusiasm for the NAB Show was elevated this year.”

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Six days on the road can sometimes be exhausting. Six days in Las Vegas, and it’s guaranteed. That was my world last week, as I along with more than fifty thousand people headed to sin city to take in the 2022 NAB Show.

The event didn’t draw as many as it had in the past, but after two years of inactivity due to the pandemic, it was good to be back. Judging from some of the vendors I talked to, the sessions I attended, and the feedback I received from folks I met with, though far from perfect, it was a solid return for an important event. Seeing people interact, celebrate others, and talk about ways to improve the business was a positive reminder of the world being closer to the normal of 2019 than the normal of 2020-2021. The only negative from the week, the consistent failure of Uber to appear in the right place at the right time. But that had zero to do with the NAB.

It feels like whenever I attend industry conferences, there are two different type of reviews that follow. Some writers attend the show and see the glass half full. Others see the glass half empty. I’m certainly not afraid to be critical but my enthusiasm was elevated this year. Maybe it was because BSM was a media partner or maybe it was due to the show not happening for years and just being happy to be among friends, peers, and clients and operate like normal. Either way, my glass was definitely half full.

For those who see events this way, it’s likely they’ll remember the numerous opportunities they had to create and reestablish relationships. They’ll also recall the access to different speakers, sessions, products, and the excellent research shared with those in attendance. The great work done by the BFOA to recognize industry difference makers during their Wednesday breakfast was another positive experience, as was the Sunday night industry gathering at The Mayfair Supper Club.

Included in the conference were sessions with a number of industry leaders. Radio CEO’s took the stage to point out the industry’s wins and growth, credit their employees, and call out audio competitors, big tech, and advertisers for not spending more with the industry. When David Field, Bob Pittman, Ginny Morris and Caroline Beasley speak, people listen. Though their companies operate differently, hearing them share their views on the state of the business is important. I always learn something new when they address the room.

But though a lot of ground gets covered during these interviews, there are a few issues that don’t get talked about enough. For instance, ineffective measurement remains a big problem for the radio business. Things like this shouldn’t happen, but they do. NBC and WarnerMedia took bold steps to address problems with TV measurement. Does radio have the courage to take a similar risk? That’s an area I’d like to see addressed more by higher ups.

I can’t help but wonder how much money we lose from this issue. Companies spend millions for a ratings service that delivers subpar results, and the accountability that follows is often maddening. Given the data we have access to digitally, it’s stunning that radio’s report card for over the air listening is determined by outdated technology. And if we’re going to tell folks that wearables are the missing ingredient for addressing this problem, don’t be shocked if the press that follows is largely negative. The industry and its advertising partners deserve better. So too do the reps at Nielsen who have to absorb the hits, and make the most of a tough situation.

Speaking of advertising, this is another one of those critical areas that deserves another point of view. Case in point, I talked to a few ad agency professionals at the show. Similar to what I’ve heard before, they’re tired of hearing radio leaders blame them for the industry’s present position. This has been a hot button topic with executives for years. I often wonder, do we help or hurt ourselves by publicly calling out advertisers and ad agencies? How would you feel if you ran an agency which spent millions on the industry and were told ‘you don’t do enough’? I’m a champion of radio/audio, and am bullish on spoken word’s ability to deliver results for clients, but having attended these shows for nearly seven years, it might be time for a new approach and message. Or maybe it’s time to put one of our CEO’s with one of theirs and have a bigger discussion. Just a thought.

Of the sessions that I attended, I thought Erica Farber’s ‘What Business Are You In?’ was excellent. I especially liked Taja Graham’s presentation on ‘Sharing Your Truth’. I also appreciated Eric Bischoff’s tips on ways to monetize podcasts, and am curious to see how Amazon’s AMP develops moving forward. My favorite session at the show though was “A GPS Session For Your Station’s Car Radio Strategy” led by Fred Jacobs. The insight shared by Joe D’Angelo of Xperi and Steve Newberry & Suzy Schultz of Quu was outstanding. Keeping the car companies on our side is vital to our survival, and how we position ourselves on the dashboard can’t be ignored. Other tech companies and audio operators take it seriously. We must too.

Sessions aside, it was great to check out the VSiN and Blue Wire studios, connect with a bunch of CEO’s, GM’s and Market Manager’s, and visit with Kevin Jones, Joe Fortenbaugh, Jeremiah Crowe, Jon Goulet, Bill Adee, Q Myers, Mike Golic Jr. and Stormy Buonantony. The NFL’s setup for the Draft, and the light show presented at the Bellagio was without a doubt spectacular, plus Stephanie had a chance to say hello to Raiders owner Mark Davis who was inside the back room of a Westgate restaurant where we were having a business lunch meeting. The personal tour we received at the Wynn showed off some of the best suites I’ve seen in Las Vegas, and I was finally able to witness Circa’s Stadium Swim in person, and meet owner Derek Stevens (heck of a suit game). What an outstanding hotel and casino.

Altogether, it was a productive trip. As someone who knows all about building and executing a conference, I appreciate the work that goes into pulling it off. This event is massive, and I have no idea how the NAB makes it happen so flawlessly. This was the first time my head of sales, Stephanie Eads, got to attend the show. She loved it. Our only negative, going back and forth between convention halls can get exhausting. Wisely, Stephanie and Guaranty Media CEO Flynn Foster took advantage of the underground Tesla ride to move from the North hall to the West hall. I wasn’t as bright. If that’s the worst part of the experience though, that’s pretty solid. I look forward to returning in 2023, and attending the NAB’s NYC show this fall.

Additional:

You’ve likely seen posts from BSM/BNM on Facebook, Twitter and LinkedIn promoting a number of open positions. I’m adding crew to help us pump out more content, and that means we need more editors, news writers, features reporter’s and columnists. If you’re currently involved or previously worked in the industry and love to write about it, send a resume and few writing samples by email to JBarrett@sportsradiopd.com.

With that said, I’m excited to announce the addition of Ryan Brown as a weekly columnist for BSM. Ryan is part of ‘The Next Round’ in Birmingham, Alabama, which previously broadcast on WJOX as JOX Roundtable. The show left the terrestrial world in June 2021 to operate as its own entity. Ryan’s knowledge and opinions should provide a boost to the site, and I’m looking forward to featuring his columns every Tuesday. Keep an eye out for it tomorrow, and if you want to check out the guest piece he previously wrote for us, click here.

Demetri Ravanos and I have talked to a lot of people over the past month. More additions will be revealed soon. As always, thanks for the continued support of BSM and BNM.

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Six New Contributors Join Barrett Media

“These latest additions will make our product better. Now the challenge is finding others to help us continue growing.”

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Building a brand starts with a vision. Once that vision is defined, you identify the people who fit what you’re creating, lay out the game plan, and turn them loose to execute. If the product you’re creating is original, fills a gap in the marketplace, and the work turned in by your team is consistently excellent and promoted in the right locations, more times than not you’ll build an audience.

As you grow, the focus turns to studying what your audience wants, needs, and expects from your brand. Certain things you expect to be big turn out small, and the things you saw limited upside in create opportunities you never saw coming. It’s critical to be open minded and ready to pivot while also examining where and when people consume your product, which pieces of content do and don’t matter, and then use that information to direct your team to give folks more of what they value and less of what they don’t. Team members should want that feedback too. It tells them what is and isn’t worth spending their time on.

As I lay all of that out it may sound like I’m talking about a radio station or television operation. These are the things programmers do frequently to make sure the talent, shows, and brand is satisfying the expectations of an audience. But what I’m actually referring to is the brand you’ve made a choice to click on to read this column, Barrett Media.

I’ve mentioned many times on this website how I started this operation by myself, and didn’t expect to have a team of writers involved in it. I was focused on consulting sports stations, sharing my programming views on this website, and as I cranked out content consistently, I discovered others loved the business like I did and had a desire to share their insights too. Rather than sticking to my original plan, I pivoted and increased our content offerings. In return, the audience grew, clients grew, and it’s led this brand to grow beyond my expectations. Now we cover sports AND news media, we run an annual conference, feature a membership program, create podcasts, deliver a daily 8@8 and three times per week BNM Rundown newsletter, and work with various brands and companies across the broadcasting industry. I’m extremely fortunate to be in this position and don’t take it for granted.

But with growth comes change. We’ve been blessed to have a lot of talented people contribute to this site over the years, and as they produce quality work, and others across the industry recognize it, they earn interest for their services. That then leads to some having to sign off for bigger opportunities. I see that as a great positive for the brand. Would it be nice to have more consistency and keep a crew together for years? Of course. I know it’d make Demetri’s life a lot easier. If we’re losing people for the right reasons though, and they’re landing opportunities that help them advance their careers, I’m going to be happy for their success, and trust that we’ll find others to keep us moving forward. The success of our team helps make what we do more attractive to others because it shows that if you do good consistent work here, you can put yourself in a position to attract attention.

Over the past two months, I have challenged Demetri Ravanos to invest more time talking to people about writing for us. Expanding our Barrett News Media roster is a priority. So too is adding quality people to help us improve Barrett Sports Media. BSM has had just under seven years to earn trust with readers. BNM has had less than two. We’ve put out ads on our website and newsletters, social posts, an ad on Indeed, and we’ve reached out directly to people who we’ve felt may be able to add something interesting to our brand. Most of my time is spent listening to stations and talking with clients, but my eyes are always roaming looking for content, and my mind is always thinking about what we can create next to make an impact.

I don’t judge our brand’s success based on clicks, shares, breaking news before other outlets or showing up in the top three listings on Google. I care more effort accuracy, timeliness, passion, consistency, storytelling, insight, and being fair and non-agenda driven. We’ve found our niche being able to tell stories about broadcasting professionals, relaying news, and offering expert knowledge to serve those involved in the broadcasting industry. If we continue to excel doing those things consistently, I’m confident our audience will reward us by reading and sharing more of our content. It’s why we never stop recruiting to keep things fresh.

Having said that, I am excited today to reveal six new additions to the Barrett Media staff. Peter Schwartz is a name and voice many in New York sports radio circles are familiar with. Peter has spent three decades working with various outlets and I’m thrilled to have him writing weekly feature stories for us. Brady Farkas is a talented host and former programmer who now works for WDEV in Burlington, VT. Karl Schoening is a play by play broadcaster who has worked in San Antonio sports radio and has had the added benefit of learning the industry from his talented father Bill who calls Spurs games. Each of them will produce bi-weekly feature stories for the brand. Jason Ence is in Louisville and has written about sports betting for Twin Spires while also working for ESPN 680. He’ll be writing sports betting content for us on a weekly basis. Jasper Jones will help us by adding news stories on Friday’s. He’s presently in Philadelphia learning the business working for Audacy. Last but not least, veteran author, Brewers writer, and former radio professional Jim Cryns comes on board to help us with features on news media professionals.

These six additions make us stronger, and I’m excited to have them join the team to help us add more quality content to the website. That said, we’re not done yet. Demetri and I are still talking with others and I expect to make a few more additions in the weeks ahead. As I said earlier, we want to improve the news media side of our operation and continue adding people to help us make a bigger dent in the sports media space. Broadcast companies invest in us to help them, and I believe it’s important to invest back.

If you’ve programmed, hosted a top rated show, worked in measurement, led a cluster as a GM, sold advertising, represented talent or have worked in digital and feel you have knowledge to share, reach out. I can’t promise we’ll have room but we’re always willing to listen. I’m not worried about whether or not you’ve written for professional publications. Passion, experience and unique insights matter much more than a resume or journalism degree.

I appreciate everyone who takes time to read our content, like and share it on social, and all involved with this brand who help bring it to life each day. The latest additions of Schwartz, Farkas, Schoening, Ence, Jones and Cryns will make our product better. Now the challenge is finding others to help us continue growing.

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