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Why Knowing and Embracing Your Role Matters!

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That quote above from Shane Battier paints a great picture of what is required for teams to come together and accomplish their goals. Everyone plays a critical role in the direction of the team and without full support from everyone involved, success becomes much harder to achieve.

Another one of my favorite quotes comes from The Rock who was working for the WWE back in the 1990’s-2000’s. He became notorious for delivering the line “Know Your Role and Shut Your Damn Mouth” and when uttered on a live microphone, audiences would eat it up. While the phrase was primarily created to fire up rowdy wrestling fans, the first 3 words of his catch phrase are extremely important to what we do each day that we’re on the air.

homeworkTo start out this piece I’d like you to do an exercise tonight. Trust me, it’s painless and chances are it’s something you likely already do. Tonight when you arrive at home, I want you to turn on your television and watch a sitcom. If sitcoms aren’t your cup of tea, put on a movie. By the time the program is done, I want you to reflect back on the program and see if you can identify the main storyline, the key characters in the show, the roles the key characters play and the way those characters connected with you.

I believe the TV and film industries do a fabulous job with role definition on various shows and featured films. The sports radio industry however has some catching up to do. When you look on the screen, characters are built up prior to being introduced and then they are explained and reinforced with key branding messages. They rarely stray from what you expect them to be and that makes it easy for audiences to identify with them while getting sucked into storylines with regularity.

aiThink for a second of some key television shows and how they’ve connected. If you watched American Idol in it’s heyday, you turned on the channel to either love or loathe Simon Cowell. If you watched The Sopranos you either wanted to see Tony Soprano get away with murder or get a taste of his own medicine. In both cases, they had characters around them who offered something entirely different and that kept the show fresh, interesting and unique.

If you look at it in simpler terms, one medium scripts it’s work, perfects its performance, defines it’s people and delivers content that an audience adjusts their routines to consume, enjoy and connect with each week. The other operates off the cuff and puts the power of a content presentation usually in the hands of 1-2 people with very limited support around them. It’s the equivalent of throwing a good swimmer in the middle of the ocean without a life preserver and asking them to find a way to shore when there’s no sign of land.

tightropeThat being said, those who earn the responsibility of working without a net are often stubborn and not always accurate when it comes to making decisions that are in the best interest of the audience. In many cases they don’t understand their role on a show or the way they’re perceived thru the eyes and ears of the audience. Even worse, sometimes they don’t want to play to the audiences expectations even if they do understand them.

I recall meeting with a show during my time in St. Louis and when I asked one of the two hosts to define how he felt the audience saw him, he said he felt they’d say he was passionate and entertaining. This was a guy who was your typical sports television anchor, very smart, informed, well prepared and usually reserved. By most people’s standards he was a great guy. However, passionate and entertaining he was not.

namethatshowHis partner on the other hand was a polarizing figure who the market either loved or hated and he too responded by telling me he was seen as a smart, likable, funny and well rounded personality. He wanted to be liked because at his core he was a great human being but his stances on subjects were very divisive and therein lied the struggle for this individual.

When I told both of them they had no understanding of the way the audience saw them they seemed perplexed. I then went thru some examples of how they could strike a chord with people and why the imaging we had in place was written the way it was done to promote them. When they left the room, they had a better idea of why I felt they were struggling and suggestions on how to fix it but they kept trying to identify with a role that they had built up in their minds yet wasn’t seen the same way by the audience. The end result was an under performing show that eventually had to be replaced.

lostI can’t even tell you how many times this occurs. Personalities sometimes want so badly to be something they’re not that they’ll try to overcompensate by doing things out of character and even worse, they’ll try to reject the way they’re positioned on the air in promos, liners and in station marketing pieces. The problem with that is that it’s not just about the PD’s vision or the personality’s opinion on who they think they are, it’s about connecting with a listening audience and playing the role of a character that they identify with. Let me give a few examples of role definition and why I believe it’s important for shows.

In San Francisco my afternoon drive time host Damon Bruce has a lot of strong opinions, he delivers his views with a ton of passion and he’s been known to ruffle a few feathers from time to time. You could say he’s not everybody’s cup of tea but whether he’s loved or hated, people know where to find him and usually have an opinion about something he said.

damonbruceNow we could pretend that Damon isn’t edgy or hasn’t made a few folks uncomfortable along the way with his takes but that would be silly because the audience is smarter than that. Instead we positioned the show with some aggressive style promos prior to launching it, we reinforce his strong takes in the promos that we run and we use a godzilla-like stinger heading into breaks which gives the show some extra edge and personality.

The bottom line is we embrace what he brings to the airwaves and reinforce that position. Whether it’s everyone’s taste or not is irrelevant because the fact of the matter is it’s an accurate reflection of Damon’s on-air personality and when you put on his show he’s going to provide a compelling listen and not be afraid to take certain positions that others might not. That in itself makes branding the show pretty easy and the way it’s imaged and branded is in line with the expectations of the listener.

More times than not, brand building with a solo host is pretty simple. All you need to do is take a look at some of the characteristics that they possess and get a sense of what the audience expects from them and then play to those strengths. I often like to use music bumping in from breaks that fits the individual and their style to reinforce the mood and I think that writing liners that reinforce the personality’s key traits inside of the show is another smart tactic.

On the other hand if you look at how a 3-person show is built, it’s a whole different animal. It’s similar to creating a big three in the NBA.

clevbig3For example, LeBron James in Cleveland will likely be expected to take the last shot, play smothering defense, be the vocal leader and attack the rim every chance he gets. Kyrie Irving will be asked to run each play, put his teammates in position to get good looks at the basket and serve as a complimentary scorer when LeBron needs help. And once the Kevin Love trade is finalized, Kevin will be asked to rebound the basketball, crowd the paint and light it up from outside when he’s able to break free. Each player is crucial to the team’s success but each of them takes on a different role to best help the team win.

I have a theory that I’ve developed when it comes to 3-person shows. In most cases it’s worked out alright even though sometimes the individuals playing the roles inside the show may not always embrace it. Coming up early in my career in NY I worked on a few different morning shows with a variety of characters and I remember being told that when it came to group shows, you want to strive to combine people from different backgrounds and in a perfect world, if you can pinpoint the “deer, dick and dork” on a show then you’re in great shape. That line always stuck with me and made a lot of sense.

If those buzz words seem harsh, feel free to substitute the terms “the hero”, “the villain” and “the neutral one” (often this is the journalist, the stat person, the PXP broadcaster, etc.). Just because you have three guys though who fit these terms doesn’t mean the show is going to work. They still need to have chemistry, be entertaining and discuss the right subjects but assuming those things are in place, when you have three people fitting descriptions that make them easy to identify, that’s a huge win. Remember, it’s about connecting with an audience and people are more likely to recall individuals on the air who they can easily identify.

thefastlaneAs an example, when I was in St. Louis I had an awesome afternoon show at 101 ESPN titled “The Fast Lane“. The show as consistently top 3 and even went to #1 and while each guy was extremely talented, the reason it was so successful was because each guy naturally fit the role he was playing and he didn’t try to run from the perception of how he was seen.

In Randy Karraker’s case he came across most times as the “dork” simply because he was so damn informative and the guy you most likely learned the most from listening to the show. He was also the radio captain of the show handling all the formatics. Bob Ramsey meanwhile played the “dick” role because he wasn’t worried about popular opinion and sometimes would get a case of the red ass and not think twice to light someone up. The third member was D’Marco Farr and he came across as the “dear” due to being a big lovable teddy bear on-air and a member of the Rams Super Bowl 34 championship team.

This doesn’t mean that Bob was a jerk and couldn’t be positive or that Randy wasn’t lovable or a hard ass too but rather than trying to complicate things, each of those guys embraced their roles on the show, played them to perfection and as a result, audiences related to and connected with them and made them a household brand in the market. Because they were all naturally different and because they worked at developing their chemistry and embracing their differences, they had a lot of success.

roleThe purpose of this piece today is to get you to think about your show, your brand and how you position it to the marketplace. Are you using the right buzz words to identify yourself? Are you trying to play the role of someone you’re not? Do you have a show you’re involved in that has too many of the same type of styles and not enough variety to stand out? Those are the things that you’ve got to examine if you want people to form deeper relationships and stronger opinions on your presentation.

I’ll say this, one show that gets this probably better than anyone is Mike and Mike. Some guys will quickly say they love the show and tell you every reason they do and when they do that, they’re almost always restating the key words that have been built around the Mike and Mike brand.

Those who don’t like the show will almost always call it corny or proceed to complain about one of Golic or Greeny’s traits that are highlighted in the marketing approach of the show. That is the beauty of role definition and character development. If you can pinpoint who does what in each show, what the individual is about and why you love/hate the personality or show then you likely have a winner on your hands and few will disagree that Mike and Mike have been a winner for a long time. Here’s an older TV commercial of theirs that captures their differences and highlight who they are as personalities.

http://www.youtube.com/watch?v=b146pasyO0E

One thing I like to do prior to the launch of a show is assemble the people involved in the show in a room and write some words on a board that the group feels reflect the individual positively and negatively in the minds of the audience. Often times talent will see them, write things down, counter them, inquire more on why the audience sees them a certain way and by the time they’re done in the room, they have a stronger idea of who they are to the audience and what they’ll need to do to reinforce their character and add to it in order to form a stronger connection.

photo 1This doesn’t work with everyone but if you can get your crew in a room and they’re open minded and willing to self-analyze and allow some outside feedback to better help position the show, it can be very helpful.

Remember, who we are as people and who we are on the air can be very different sometimes but once that light goes on and the microphone is hot, all that matters is finding a way to connect the audience to your on-air persona. When you’re able to do that, it can be very powerful and put you on a path to superstardom. I’m sure you’d agree that creating the radio equivalent of Seinfeld, American Idol or The Sopranos wouldn’t be bad for your career. So what’s stopping you?

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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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