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Making Sports Radio Better: Why Women Deserve More Opportunity

Jason Barrett

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Did you know that the first voice ever heard on an all-sports radio station was a woman’s?

The date was July 1, 1987. WFAN in New York City was the radio station, and Suzyn Waldman was the first voice to be heard when she delivered a sports update at 3pm, right before giving way to Jim Lampley who hosted the first show on the station.

waldmanAt the time nobody knew whether or not the format or its personalities would last, but twenty eight years later, Waldman is still going strong. Not only has she covered all New York teams during her illustrious career, but she is now one half of the New York Yankees radio broadcast team opposite John Sterling.

If Suzyn could stand out, and make a difference in the number one market in the country, clearly it should be easier for other women who followed in her footsteps right?

Well it certainly seemed to be going that way, when the Fabulous Sports Babe (Nanci Donnellan) burst onto the Seattle scene in 1991, as a weekday talk show host on 950 KJR.

rickscottThe station’s programmer at the time was Rick Scott, and he believed that Donnellan brought something unique to the table, which was more important than her gender.

Nanci “got it” and knew how to push buttons and generate audience reaction” said Scott. “When I brought up the idea of having a woman do mid-days, they thought I was joking. We flew Nanci to Seattle, and went to lunch with the GM, and she had him laughing so hard he was crying. That helped the cause, but there were still plenty of challenges, especially during the first year.”

Donnellan would make a major impact during her three years at KJR, and her success was noticed by ESPN Radio who brought her to Bristol, CT to take on the challenge of doing a national show in 1994. She started with only 29 affiliates, but two years later, had built the show’s affiliate list to more than 170.

By 1997 though Donnellan was facing challenges from her bosses, some of them stemming from public criticisms she shared in a book titled “The Babe in Boyland“. “Every person on the planet seemed to complain about what I was doing and how I was doing it,” said Donnellan in her book. “But I stood my ground and told all the suits to please get out of my airstream.”

Eventually the marriage between ESPN and Donnellan would dissolve, and she’d move to the ABC Radio Networks in 1997. That move would be short lived, as ABC would part ways with her a little more than a year later.

fabuloussportsbabeWhile her time at the top had come to an end, what was undeniable was her impact. Nanci Donnellan proved that women could not only share the stage with men in the sports talk radio space, but they could excel in it too.

So that should’ve opened up doors for so many more women to have success in the format right?

Not exactly.

Today, sports radio stations are measured by their ability to connect with Men 25-54. If a station delivers in that demographic, all is right in the world. But what does that say about people who are younger or older than the desired demo? Does their listening not matter?

Furthermore, what does it say about women? Are we naive to think that females don’t also enjoy sports, listening to sports radio and talking about it with their friends? Do their dollars not matter to a station’s advertisers?

womenfansGo to a sporting event today, and the stands are not 80-90% full of men. Yet sports talk radio listening according to the Nielsen ratings is fueled by heavy male listening. If those numbers are accurate, it puts programmers and radio companies in a tough spot. The goal is to deliver content which satisfies the listening audience, and produces high ratings, and larger revenues. If 4 out of every 5 listeners are men, and they respond favorably to male voices and the way men discuss sports, then it becomes much harder for women to earn a break!

Amanda Gifford who is a Program Director for the ESPN Radio Network shared her views on the situation: “The demographics of the format have a lot to do with how many women come on as hosts. It’s still completely dominated by men – 85 or 90% of audiences are male. As we see some of the “pioneers” for women who have strong opinions in the media continue to flourish – like Michelle Beadle, Jemele Hill, Sarah Spain, Kate Fagan, etc. – they will help blaze the trail of opportunities for girls/young women interested in this type of career path.”

Ratings numbers aside, there are other reasons as well contributing to the lack of females working as sports radio hosts. First, not as many women pursue a path in the radio industry. If a woman can watch other women cover sports on her television, but can’t hear a female talk about it on the radio, it’s likely to influence her decision of which medium to pursue. The better financial opportunities in television also factor in.

The other part of the issue revolves around programming philosophies and radio ratings measurement. While I know a ton of great programmers around the country who take risks and make smart, and inspiring decisions, there are still many who are creatures of habit, and unlikely to change, especially if the formula is working.

nielsenAs it pertains to ratings, the data provided to radio stations is often very inconsistent. PPM meters which are used to measure local listening and audience characteristics, have been proven to have major flaws, and the sampling sizes in many local markets are tiny. That puts radio operators and talent in a difficult spot, because they can’t draw a firm conclusion, on whether or not the programming they’re providing is working.

While I want to trust the data that says 80-90% of listening to sports stations is done by males, I’ve seen too many inaccuracies to treat it as fact. I do believe men have larger interest in listening to the format than women, but whether it’s 65&%, 75% or 85% is debatable. Even then, that’s where the numbers stand right now. They won’t grow, and become even more attractive to advertisers if the same strategy and execution continues.

When you look at the world today, women are making an impact and effecting change in all areas of society. There’s no better example than in the political arena, where women now run and receive serious consideration for President of the United States of America.

If a woman can run for the most high profile office in the nation, and gain the trust of males in leading our country, then she should be able to find a place inside of a sports radio station’s lineup right? It may seem like a no-brainer but it’s still an issue in sports radio.

engelDuring the mid to late 2000’s, Jennifer “The Little Ball of Hate” Engel hosted a radio program for ESPN 103.3 in Dallas. She started with the station as a contributor before earning a spot as a full-time weekday host. The belief was that she’d break through and disrupt the marketplace. Unfortunately, the audience wasn’t ready for the change, and although she was skilled, the show underperformed.

I spoke with a former Dallas personality about the situation: “Jen was one of the guys, and she had strong, accurate and well thought out opinions and was respected by listeners and other members of the media. However, when the radio station opted to make her the center of her own show, perceptions changed. There was a a lot of feedback from listeners about not wanting to hear “my wife” complain or lecture listeners about sports. That information was learned through professional panels and companies hired to do local market research. The station tried different marketing concepts, and supported her, but to no avail. In the end the show had to be cancelled due to poor ratings, and the market’s unwillingness to embrace a female led sports talk show“.

What I found surprising is that when I asked this same person if they still felt a woman could succeed in the format as a weekday talk show host, they remained supportive: “No question it can work. The Dallas situation hasn’t altered my belief that our format is ready for more female hosts to prosper. Having said that, it still has to be the right woman. Women in the format have to build more credibility than their male counterparts, and can make fewer mistakes. They must also be more thick skinned and determined than men. Let’s also not be naive, it depends greatly market to market. Some markets simply aren’t open minded enough to get it.”

screwsLet’s be honest, most people who run companies, prefer the safer path. The unknown is scary, especially in today’s world where instant success is necessary, or it could cost you your job. But with great risk comes great reward. However, most groups are less likely to endure criticisms, questions, and backlash from local market listeners, advertisers, and other media partners, and risk their bottom line, for an out of the box hiring decision.

They say it usually takes 18-24 months to judge a show and whether or not it will work in a local market. I’m not sure that same courtesy applies for a local show led by a female talent, and that’s unfair. It’s also a big reason why it’s so important for those who do get an opportunity to make it count.

Kate Scott who works for KNBR 680 in San Francisco, notes that when it comes to perceptions in the industry, there definitely are double standards: “Externally, there’s no doubt we’re treated differently. If I mispronounce a player’s name I’m a no-nothing idiot who only got hired because the station was looking for some diversity. If a male colleague does the same thing, aww shucks, he was out late the night before or ha, there goes so-and-so again, he sucks at those tough names.

sandragolden4But should there be different rules for men and women in sports radio? Sandra Golden of 680 The Fan in Atlanta makes an interesting point: “There are 12 people working at my station as full time hosts. NONE of the dozen are treated the same. We aren’t measured the same, and nor should we be. We all have different resumes, are paid differently, and some are more popular than others. I might add, that’s just like any other office in Pick-a-Town, USA.”

While sports radio may indeed be a fun industry to work in, it is still a business, and it’s not one built on satisfying quotas, or personal agendas. The focus is on employing dynamic, compelling, and highly entertaining personalities who possess the ability to provide thought provoking content and develop a connection with a local audience, most of which is made up of white males between the ages of 25 and 54.

Any talent who hosts a sports radio program must be able to connect with advertisers, and sell their products to the audience, and of course, generate ratings in the Men 25-54 demographic. Until the rules change, that’s what station’s require to command larger dollars.

The one area though that deserves larger discussion, is why aren’t women a bigger part of the solution? We often assume that a female on the air talking about sports, doesn’t have the same ability as a male to keep a male audience listening, but we don’t seem to have any objections when a female personality talks about rock music, sex or movies. Those issues can be largely targeted to Men too.

And what about politics? If you turn on Fox News, MSNBC, or CNN, you’ll find plenty of talented women talking about key issues, and they don’t seem to have trouble keeping male viewers watching. And those men don’t watch just because the female host looks good either. Oprah Winfrey, Barbara Walters and Katie Couric proved you don’t have to be a supermodel to be an excellent broadcaster, and connect with an audience.

fsbSo if women can be accepted talking about music, lifestyle, sex, politics, and every other part of our daily conversations, then why is it so difficult for them to earn a heavier presence in the sports radio industry? And I’m not just talking about the Sports Update Anchor, Traffic Reporter, or Morning Show Sidekick role either. I’m talking about being the face of a talk show and radio station, much like the Fabulous Sports Babe was in the 1990’s for KJR and ESPN Radio.

Maybe I’m wrong but I think Michelle Beadle and Katie Nolan have the talent to deliver a highly entertaining talk show. I also think Rachel Nichols pulls information out of guests equally or better than many male broadcasters. I also scan the country and see numerous women in local markets building strong personal brands and proving they can connect and win. Yes there are many females who aren’t ready for the spotlight, but the same can be said about some men.

As I did my research for this piece, I uncovered some things that may make a few people uncomfortable. I looked at the makeup of the 5 national sports radio networks (ESPN, Fox, CBS, NBC, Yahoo), who broadcast nationwide, and target their content to Men 25-54 audiences. In reviewing the Monday-Friday lineups of all 5 networks, I found only 1 woman, featured as a Monday-Friday talk show host. That female was Amy Lawrence, who’s hosting currently for the CBS Sports Radio Network.

betterLet this sink in for a second, between 5 national networks, there are 34 white males holding positions as Monday-Friday talk show hosts. Only 10 personalities who were female or non-white, held spots as Monday-Friday talk show hosts. That means nearly 71% of on-air personalities delivering weekday national talk shows are white males. If you look across the country on local sports stations, those percentages are even higher.

While I believe in people earning opportunities based on talent, and fit, not on their race or gender, there’s also something to be said for employing broadcasters from different backgrounds, because the audiences who we serve are diverse, and deserve to hear differing viewpoints.

I reached out to some of the best women in the sports radio industry to get their views on the challenges they face, the way they’re measured, and what needs to happen for the format to evolve and include more females. I think that as you read their answers,  you’ll gain a stronger perspective, and deeper appreciation for what they provide, how they think, and what they’ve experienced, while trying to effect change in the sports talk format.

Special Guests:

  • Sarah Spain-ESPN Radio Network and ESPN 1000 in Chicago
  • Gianna Franco-95.7 The Game in San Francisco
  • Joy Taylor-104.3 and 790 The Ticket in Miami
  • Kate Scott-KNBR 680 in San Francisco
  • Anita Marks-98.7 ESPN NY
  • Michelle Smallmon-ESPN Radio
  • Jessamyn McIntyre-710 ESPN in Seattle
  • Amy Lawrence-CBS Sports Radio Network
  • Amanda Gifford-ESPN Radio Senior Director of Daytime Programming

Why do you believe more women are taking larger interest in sports radio?

sarahspainSpain: It’s hard for women to dream of doing a job they don’t see other women doing. For so long certain jobs were almost off limits to women, so wanting to go after them seemed unrealistic. The more women are given a chance, the more women will want a chance. And that isn’t just the result of talented women pushing for jobs but also the decision makers and front office folks being forward-thinking and open-minded. As for listeners, as society becomes less rigid about gender roles, women are free to like whatever they like. Title IX was also huge. Women are now free to participate in sports, and women who play sports as kids grow up to be sports fans.

amylawrence5Lawrence: Women with an interest in working in sports radio are definitely emboldened by the success of those who’ve gone before. Now and then, I hear from women in local radio markets who tell me I’m their role model and they want to get to where I am in the business. A door that was previously locked tight has been kicked open, and that encourages other women to try their hand at radio. At the same time, sports radio is still dominated by men far more than TV. Popularity in radio has nothing to with what you look like and how attractive you are. It’s not as “glamorous” nor does it pay as well across the board. Listeners are extremely tough on their hosts, even tougher on women, so while you SEE more and more women in lead roles on sports television, it’s still relatively uncommon in radio.

katescottScott: I think a lot of things factor into it. Title IX is the foundation. My generation – as opposed to those before us –  grew up being told “yes you can”, which we applied to more than just playing sports. I also think that’s tied into the growth in female listenership. More women had the opportunity to play and fall in love with sports as a result of the law, and thus, you’ve got a larger number of women in the radio demos that now want to keep in touch with their teams.

jessamyn3McIntyre: I think that women are finding more opportunities in places other than TV and the sidelines. The industry is changing, as are attitudes about women in the industry. I think it’s indicative of the change we’re seeing in society, rather than just in sports media. More young girls are studying sports communications, and entering male-dominated industries. I’d like to think it’s a sign of the times, where there is more equality across the board in many areas both in and out of the sports communications world.

anitamarks3Marks: I believe it’s simply a case of more opportunities presenting themselves. The biggest change is that General Manager’s and Program Director’s are feeling there is stronger value in having a female voice on their station or network, and providing the platform.

How do you convince a predominantly male 25-54 audience to keep an open mind towards you and judge you by your content rather than your gender?

amylawrence6Lawrence: I make it a priority to know what I’m talking about, inside and out. I understand a good chunk of the target audience will start listening to me with a bias, whether overt or subconscious. But when I know my material cold, when I’ve watched the same games, when I can answer their questions and back up my strong opinions, many of them will eventually come to respect me. Humor helps, too. Listeners want to relate to their radio hosts. They want to know you’re like them, so while my sports revolve around the top sports stories and topics, I’m not afraid to dive into music, superheroes, lawnmowers, travel, or food in small doses. The last and most important quality as a female host is confidence. No one is going to agree with me 100% of the time, and I welcome dissenting opinions. I’ll debate with anyone as long as it’s done semi-respectfully. When challenged, the worst thing I can do is back down or become wishy-washy. If you do that you’ll get eaten alive.

joyTaylor: Being authentic is the best way to win the male sports fan over. I think I’ve been accepted because I’m not trying to constantly prove I should be there. I’m there because I worked hard, took the same path my peers took and paid my dues. I grew up in a sports city, Pittsburgh, in a sport family, and played sports my whole life. Then I went to school, started as an intern, worked a few part-time jobs, and worked my way to on-air as a producer for several years. All of those experiences have helped me earn the audience’s trust and respect.

amandagiffordGifford: Just be you. Talk sports. Have a personality. Have fun. Have an opinion. Make me think. Don’t wave the “I’m a female flag.” It doesn’t matter what gender you are as long as the content is compelling. Also, don’t take things personally and stay far away from your social media mentions – there are a lot of not nice people out there!

giannafranco4Franco: I don’t pretend to be a stat expert or sport’s almanac. I’m a fan, like the listeners, and I focus on staying knowledgeable, offering a smart opinion and staying authentic. The second you try to pretend to be something you’re not, it comes across on the air. I also try to keep in mind who my audience is. I grew up with a dad and brother who are diehard sports fans, so I have insight into that perspective, and always ask myself would this content matter to them? I also don’t lose sight of the fact that I am a voice for the local female listeners as well.

jessamyn1McIntyre: You’ve got to be tough and grow thick skin. Getting defensive never helps. The best advice I got was from Dan Patrick. He told me I had the ability to make it in this business, but to ‘not be just another cute chick‘. He explained that you can get away with a lot as ‘a cute chick‘ and probably actually maintain a job, but you’ll never truly succeed to your potential. I’ve taken that with me for almost ten years now and am grateful he took the time to point that out to me. I’ve always considered myself a hard worker, but it gave me perspective I could truly appreciate.

Do you believe women and men who perform in the sports radio format are treated the same and measured by the same rules internally & externally?

smalls3Smallmon: Unfortunately, no. There have been times when I was overlooked for positions that were given to males who were less qualified than me. I’ve gotten the ‘you never played the game, you can’t understand football’ attitude, when a man who never played football probably wouldn’t face similar questions about participating in an NFL broadcast. Also, any time there was a photo posted of me on our station’s website, there would be comments about my appearance. Radio is auditory and not visual, yet the main thing many people cared about was my physical appearance. That’s something men are lucky they don’t have to deal with as often. The double standard will probably be there for a long time, but I hope we continue to chip away at it until it’s gone.

sarahspain4Spain: The decision makers at newspapers, radio and TV studios and websites are still predominately white men hiring other white men. They need to understand the benefits of diversity, and bringing in different voices and backgrounds in order for new people to be given a shot. A change in the mindset of those folks, an increase in the number of women seeking jobs in the industry, and the continued hard work of the women who have made it will all combine to help change the climate. And, again, the longer people see women in jobs the less shocking or noteworthy it will become.

giannafranco3Franco: No, not really. I think all stations want a variety. It’s attractive to listeners, and offers a different perspective, but that also means you have to work that much harder for respect and job advancement. It’s very easy for some male hosts to not take you seriously, and use you for only fun or frilly topics, so I learned to not be afraid to speak, crack the mic, and be aggressive. You have to do that if you want to be seen as more than just the token girl on the sports station.

amandagifford4Gifford: Unfortunately I think we have a little ways to go here. Because sports talk radio is mostly dominated by males, it still is a little surprising to the audience when they hear a female voice. I think similar to the way people react to female play-by-play announcers during men’s games (like Beth Mowins or Pam Ward, for example, who have called CFB games for ESPN, or Doris Burke in the NBA as a color analyst), there is not the same benefit of the doubt that male hosts are given. I think women have to work harder to make sure they don’t lose credibility with the audience even if they only make one mistake. It’s not fair, but it’s reality.

joytaylor2Taylor: No, I do not. Just because the industry is changing does not mean it’s an equal playing field. Women have to be better, funnier, smarter, more professional, etc. Fans want to know you’re legit, rather than just accepting that you’re the new host on their favorite station. Overall, my experience has been great, but there are always moments when I know there is still work to be done.

Despite the growth, why do you believe women are still largely under-represented in the format? What needs to change for the growth to become even larger?

katescott3Scott: Women are under-represented in our industry for the same reason they’re underrepresented in a variety of industries. Growing up, we didn’t see anyone that looked like us working those jobs, so we just didn’t think they were an option. Thankfully, I had family, friends, mentors, and school advisors who told me otherwise, which – in my opinion – is where things need to start. I also think it’s important for those of us in the industry to realize the impact we can have on the future. Every time a little girl comes up to say hello at a remote broadcast, I ask her when she’s going to take my job. I think it’s our responsibility to plant that seed or, if it’s already been planted, reaffirm the fact that we believe that they can do it. Case in point, ESPN’s Linda Cohn (who also started in radio) was my favorite SportsCenter anchor growing up. I wrote her a snail mail letter my freshman year in college and about eight months later, got a short, email response from her thanking me for my support and encouraging me to intern to get into the industry. I printed that puppy out, framed it, and had it on my wall all thru college, and I’ve been working my tail off to get to work with her ever since. It’s up to us to be that person for the next generation. Hopefully, with so many more women in sports radio these days, that will lead to even MORE women working in sports radio down the road.

jessamyn5McIntyre: There’s always going to be some level of divide, based on the fact that more men play the sports we talk about than women. While we want to cater more and more to a greater audience, the bottom line is that, more men are interested in football/baseball/etc. than women. That’s not to say women won’t be interested, just like some men won’t be interested, but it says that the content itself is geared more toward men. I think the continued encouragement of women who want to get involved at a younger age will do a ton for growth. I feel as though a lot of road blocks have been taken down throughout the last ten years and that women have all the opportunities in front of them. It’s now a matter of using them to their full advantage.

amylawrenceLawrence: Yes, women are still the severe minority in sports radio. But there is no easy “fix” or formula to make the genre more balanced. The doors are definitely open for women who want to work in the business, but women have to be willing to put in the work and pay their dues, understanding both the business and the audience. It’s NOT the same as TV where the segments are much more controlled and physical appearance can go a long way. But knowledge, preparation, and dedication can lead to opportunities in this day and age of sports media.

anitamarksMarks: Sports talk radio can be intimidating. As a host, you’re out there on an island, and with listeners calling in, you need to have every T crossed and i dotted, because you never know where the show may take you. It’s like a magic carpet ride and it can be overwhelming. Right now most women in the sports broadcasting arena are primarily hired as reporters and TV hosts. As society becomes more accepting of women having opinions on sports, I believe more will venture into sports radio.

joytaylor5Taylor: I think that it’s a reflection of the fan base. Sports fans are still mostly male, so it makes sense that there would be mostly men speaking to them. Over the next 5-10 years as more women become vocal about their love for sports, and more women are accepted into the industry in more than the stereotypical roles, and the fan bases change their opinions of female personalities, this will change.

What advice would you give to a young woman who’s trying to make it in sports radio today but is having a difficult time breaking thru?

anitamarks5Marks: Hit the web! Dominate social media! Create your own podcast! Create your own YouTube channel! Intern at sports radio and TV stations – and go above and beyond what they ask of you. Build a following, be strong with your opinions, allow your personality to shine through, be persistent in sending samples of your work to stations, and don’t ever stop believing in yourself!

sarahspain5Spain: Find out what separates you from the pack and own it. For me, that’s always been my comedy background. For someone else it might be a great mind for statistics, a passion for baseball history, an interest in longform writing or breaking news coverage. Whatever it is, lead with it and show why you’re different than the many others who want a gig. Also, be as genuine as possible. People can see through you if you’re not yourself, and listeners and viewers above all else want authenticity. Also work very hard, be easy to work with and don’t have a thin skin.

joytaylor4Taylor: Be as active and as hard working as possible. Women in the industry start at a disadvantage, so they need to work harder, show up earlier, be more educated and more prepared. They aren’t given the benefit of the doubt and that’s something that will only make you better in the long run. Also, be willing to take the job that doesn’t pay well or may not be what you want to do long term. You have to work your way up and pay your dues in the media industry. There is no way around it, and it will only help you grow your talent. So many people get out of school and expect to walk right on to a set or get behind a microphone, and it doesn’t work that way. Don’t give up or get discouraged though, the hard work is worth it.

smallsSmallmon: If you can, intern anywhere that will have you. This business is hard to break into for both genders, so get involved as early and often as you can. Find a mentor. Ask questions and learn from their experiences. The first thing I do every morning is read for an hour and a half. Be prepared, because if you aren’t, someone else will be. Speak up. Have a strong opinion and stick by it. Radio is very transparent, and listeners will identify a phony pretty quickly. You’re more than what you look like; so don’t let others reduce you to that. Social media can be your best friend and your worst enemy. Take what strangers say, both negative and positive, with a grain of salt. Have fun! Like any job, this one will come with its challenges, but at the end of the day, you’re being paid to talk about sports. Never forget that you’re one of the few lucky ones who get to do this for a living.

amandagifford2Gifford: Find something that differentiates your content from anything else that’s out there. If you’re female, that’s a little easier because there aren’t a ton of women in this format. So right there you’ve got something different. Then, the “rules” are the same – have an opinion, make me think, have some fun, and stay off social media! Reach out to people in the industry to provide feedback/thoughts on what you’re doing. And practice, practice, practice.

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BSM’s Black Friday SALE on BSM Summit Tickets is Underway!

Jason Barrett

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Each year I’m asked if there are ways to save money on tickets to the 2023 BSM Summit. I always answer yes but not everyone takes advantage of it. For those interested in doing so, here’s your shot.

For TODAY ONLY, individual tickets to the 2023 BSM Summit are reduced by $50.00. Two ticket and four ticket packages are also lowered at $50 per ticket. To secure your seat at a discounted price, just log on to BSMSummit.com. This sale ends tonight at 11:59pm ET.

If you’re flying to Los Angeles for the event, be sure to reserve your hotel room. Our hotel partner this year is the USC Hotel. It’s walking distance of our venue. Full details on hotel rooms can also be found via the conference website.

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Mina Kimes, Bruce Gilbert, Mitch Rosen, and Stacey Kauffman Join the 2023 BSM Summit

“By the time we get to March, we should have somewhere between 40-60 participants involved in the conference.”

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The 2023 BSM Summit is returning to Los Angeles on March 21-22, 2023, live from the Founders Club at the Galen Center at the campus of the University of Southern California. Information on tickets and hotel rooms can be found at BSMSummit.com.

We’ve previously announced sixteen participants for our upcoming show, and I’m excited today to confirm the additions of four more more smart, successful professionals to be part of the event. Before I do that, I’d like to thank The Volume for signing on as our Badge sponsor, the Motor Racing Network for securing the gift bag sponsorship, and Bonneville International for coming on board as a Session sponsor. We do have some opportunities available but things are moving fast this year, so if you’re interested in being involved, email Stephanie Eads at Sales@BarrettSportsMedia.com.

Now let’s talk about a few of the speaker additions for the show.

First, I am thrilled to welcome ESPN’s Mina Kimes to the Summit for her first appearance. Mina and I had the pleasure recently of connecting on a podcast (go listen to it) and I’ve been a fan of her work for years. Her intellect, wit, football acumen, and likeability have served her well on television, podcasts, and in print. She’s excelled as an analyst on NFL Live and Rams preseason football games, as a former host of the ESPN Daily podcast, and her appearances on Around The Horn and previously on Highly Questionable and the Dan Le Batard Show were always entertaining. I’m looking forward to having Mina join FS1’s Joy Taylor and ESPN LA 710 PD Amanda Brown for an insightful conversation about the industry.

Next is another newcomer. I’m looking forward to having Audacy San Francisco and Sacramento Regional Vice President Stacey Kauffman in the building for our 2023 show. In addition to overseeing a number of music brands, Stacey also oversees a dominant news/talk outlet, and two sports radio brands. Among them are my former station 95.7 The Game in San Francisco, and ESPN 1320 in Sacramento. I’m looking forward to having her participate in our GM panel with Good Karma’s Sam Pines, iHeart’s Don Martin, and led by Bonneville’s Executive Vice President Scott Sutherland.

From there, it’s time to welcome back two of the sharpest sports radio minds in the business. Bruce Gilbert is the SVP of Sports for Westwood One and Cumulus Media. He’s seen and done it all on the local and national level and anytime he’s in the room to share his programming knowledge with attendees, everyone leaves the room smarter. I’m anticipating another great conversation on the state of sports radio, which FOX Sports Radio VP of programming Scott Shapiro will be a part of.

Another student of the game and one of the top programmers in the format today is 670 The Score in Chicago PD, Mitch Rosen. The former Mark Chernoff Award recipient and recently appointed VP of the BetQL Network juggles managing a top 3 market sports brand while being charged with moving an emerging sports betting network forward. Count on Mr. Rosen to offer his insights and opinions during another of our branding and programming discussions.

By the time we get to March, we should have somewhere between 40-60 participants involved in the conference. My focus now is on finalizing our business and digital sessions, research, tech and sports betting panels, securing our locations and sponsorships for the After Party and Kickoff Party, plus working out the details for a few high-profile executive appearances and a couple of surprises.

For those looking to attend and save a few dollars on tickets, we’ll be holding a special Black Friday Sale this Friday November 25th. Just log on to BSMSummit.com that day to save $50 on individual tickets. In addition, thanks to the generosity of voice talent extraordinaire Steve Kamer, we’ll be giving away 10 tickets leading up to the conference. Stay tuned for details on the giveaway in the months ahead.

Still to come is an announcement about our special ticket rate for college students looking to attend the show and learn. We also do an annual contest for college kids to attend the event for free which I’m hoping to have ready in the next few weeks. It’s also likely we’ll give away a few tickets to industry professionals leading up to Christmas, so keep an eye out.

If you work in the sports media industry and value making connections, celebrating those who create an impact, and learning about the business from folks who have experienced success, failure, and everything in between, the Summit is worth your time. I’m excited to have Mina, Bruce, Mitch and Stacey join us for the show, and look forward to spending a few days with the industry’s best and brightest this March! Hope to see you there.

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Barrett Media is Making Changes To Better Serve Our Sports and News Media Readers

“We had the right plan of attack in 2020, but poor timing. So we’re learning from the past and adjusting for the future.”

Jason Barrett

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When I launched this website all I wanted to do was share news, insight and stories about broadcasters and brands. My love, passion and respect for this business is strong, and I know many of you reading this feel similar. I spent two great decades in radio watching how little attention was paid to those who played a big part in their audiences lives. The occasional clickbait story and contract drama would find their way into the newspapers but rarely did you learn about the twists and turns of a broadcaster’s career, their approach to content or the tactics and strategies needed to succeed in the industry. When personal reasons led me home to NY in 2015, I decided I was going to try my best to change that.

Since launching this brand, we’ve done a good job informing and entertaining media industry professionals, while also helping consulting clients and advertising partners improve their businesses. We’ve earned respect from the industry’s top stars, programming minds and mainstream media outlets, growing traffic from 50K per month to 500K and monthly social impressions from a few thousand to a few million. Along the way we’ve added conferences, rankings, podcasts, a member directory, and as I’ve said before, this is the best and most important work I’ve ever done, and I’m not interested in doing anything else.

If I’ve learned anything over seven years of operating a digital content company it’s that you need skill, strategy, passion, differentiating content, and good people to create impact. You also need luck, support, curiosity and an understanding of when to double down, cut bait or pivot. It’s why I added Stephanie Eads as our Director of Sales and hired additional editors, columnists and features reporters earlier this year. To run a brand like ours properly, time and investment are needed. We’ve consistently grown and continue to invest in our future, and it’s my hope that more groups will recognize the value we provide, and give greater consideration to marketing with us in the future.

But with growth comes challenges. Sometimes you can have the right idea but bad timing. I learned that when we launched Barrett News Media.

We introduced BNM in September 2020, two months before the election when emotions were high and COVID was a daily discussion. I wasn’t comfortable then of blending BNM and BSM content because I knew we’d built a trusted sports media resource, and I didn’t want to shrink one audience while trying to grow another. Given how personal the election and COVID became for folks, I knew the content mix would look and feel awkward on our site.

So we made the decision to start BNM with its own website. We ran the two brands independently and had the right plan of attack, but discovered that our timing wasn’t great.

The first nine months readership was light, which I expected since we were new and trying to build an audience from scratch. I believed in the long-term mission, which was why I stuck with it through all of the growing pains, but I also felt a responsibility to make sure our BNM writing team and the advertising partners we forged relationships with were being seen by as many people as possible. We continued with the original plan until May 2021 when after a number of back and forth debates, I finally agreed to merge the two sites. I figured if WFAN could thrive with Imus in the Morning and Mike and the Mad Dog in the afternoon, and the NY Times, LA Times, KOA, KMOX and numerous other newspaper and radio brands could find a way to blend sports and news/talk, then so could we.

And it worked.

We dove in and started to showcase both formats, building social channels and groups for each, growing newsletter databases, and with the addition of a few top notch writers, BNM began making bigger strides. Now featured under the BSM roof, the site looked bigger, the supply of daily content became massive, and our people were enjoying the increased attention.

Except now we had other issues. Too many stories meant many weren’t being read and more mistakes were slipping through the cracks. None of our crew strive to misspell a word or write a sloppy headline but when the staff and workload doubles and you’re trying to focus on two different formats, things can get missed. Hey, we’re all human.

Then a few other things happened that forced a larger discussion with my editors.

First, I thought about how much original material we were creating for BSM from our podcast network, Summit, Countdown to Coverage series, Meet the Market Managers, BSM Top 20, and began to ask myself ‘if we’re doing all of this for sports readers, what does that tell folks who read us for news?’ We then ran a survey to learn what people valued about our brand and though most of the feedback was excellent, I saw how strong the response was to our sports content, and how news had grown but felt second fiddle to those offering feedback.

Then, Andy Bloom wrote an interesting column explaining why radio hosts would be wise to stop talking about Donald Trump. It was the type of piece that should’ve been front and center on a news site all day but with 3 featured slots on the site and 7 original columns coming in that day, they couldn’t all be highlighted the way they sometimes should be. We’re actually going through that again today. That said, Andy’s column cut through. A few sports media folks didn’t like seeing it on the site, which wasn’t a surprise since Trump is a polarizing personality, but the content resonated well with the news/talk crowd.

National talk radio host Mike Gallagher was among the folks to see Andy’s piece, and he spent time on his show talking about the column. Mike’s segment was excellent, and when he referenced the article, he did the professional thing and credited our website – Barrett SPORTS Media. I was appreciative of Mike spending time on his program discussing our content but it was a reminder that we had news living under a sports roof and it deserved better than that.

I then read some of Pete Mundo, Doug Pucci and Rick Schultz’s columns and Jim Cryns’ features on Chris Ruddy, Phil Boyce, and David Santrella, and knew we were doing a lot of quality work but each time we produced stories, folks were reminded that it lived on a SPORTS site. I met a few folks who valued the site, recognized the increased focus we put on our news/talk coverage, and hoped we had plans to do more. Jim also received feedback along the lines of “good to see you guys finally in the news space, hope there’s more to come.”

Wanting to better understand our opportunities and challenges, I reviewed our workflow, looked at which content was hitting and missing the mark, thought about the increased relationships we’d worked hard to develop, and the short-term and long-term goals for BNM. I knew it was time to choose a path. Did I want to think short-term and keep everything under one roof to protect our current traffic and avoid disrupting people or was it smarter to look at the big picture and create a destination where news/talk media content could be prioritized rather than treated as BSM’s step-child?

Though I spent most of my career in sports media and established BSM first, it’s important to me to serve the news/talk media industry our very best. I want every news/talk executive, host, programmer, market manager, agent, producer, seller and advertiser to know this format matters to us. Hopefully you’ve seen that in the content we’ve created over the past two years. My goal is to deliver for news media professionals what we have for sports media folks and though that may be a tall order, we’re going to bust our asses to make it happen. To prove that this isn’t just lip service, here’s what we’re going to do.

Starting next Monday November 28th, we are relaunching BarrettNewsMedia.com. ALL new content produced by the BNM writing team will be available daily under that URL. For the first 70-days we will display news media columns from our BNM writers on both sites and support them with promotion across both of our brands social channels. The goal is to have the two sites running independent of each other by February 6, 2023.

Also starting on Monday November 28th, we will begin distributing the BNM Rundown newsletter 5 days per week. We’ve been sending out the Rundown every M-W-F since October 2021, but the time has come for us to send it out daily. With increased distribution comes two small adjustments. We will reduce our daily story count from 10 to 8 and make it a goal to deliver it to your inbox each day by 3pm ET. If you haven’t signed up to receive the Rundown, please do. You can click here to register. Be sure to scroll down past the 8@8 area.

Additionally, Barrett News Media is going to release its first edition of the BNM Top 20 of 2022. This will come out December 12-16 and 19-20. The category winners will be decided by more than 50 news/talk radio program directors and executives. Among the categories to be featured will be best Major/Mid Market Local morning, midday, and afternoon show, best Local News/Talk PD, best Local News/Talk Station, best National Talk Radio Show, and best Original Digital Show. The voting process with format decision makers begins today and will continue for two weeks. I’ve already got a number of people involved but if you work in an executive or programming role in the news/talk format and wish to be part of it, send an email to me at JBarrett@sportsradiopd.com.

We have one other big thing coming to Barrett News Media in 2023, which I will announce right after the BNM Top 20 on Wednesday December 21st. I’m sure news/talk professionals will like what we have planned but for now, it’ll have to be a month long tease. I promise though to pay it off.

Additionally, I’m always looking for industry folks who know and love the business and enjoy writing about it. If you’ve programmed, hosted, sold or reported in the news/talk world and have something to offer, email me. Also, if you’re a host, producer, programmer, executive, promotions or PR person and think something from your brand warrants coverage on our site, send it along. Most of what we write comes from listening to stations and digging across the web and social media. Receiving your press releases and getting a heads up on things you’re doing always helps.

If you’re a fan of BSM, this won’t affect you much. The only difference you’ll notice in the coming months is a gradual reduction of news media content on the BSM website and our social accounts sharing a little about both formats over the next two months until we’re officially split in February. We are also going to dabble a little more in marketing, research and tech content that serves both formats. If you’re a reader who enjoys both forms of our content, you’ll soon have BarrettSportsMedia.com for sports, and BarrettNewsMedia.com for news.

Our first two years in the news/talk space have been very productive but we’ve only scratched the surface. Starting November 28th, news takes center stage on BarrettNewsMedia.com and sports gets less crowded on BarrettSportsMedia.com. We had the right plan of attack in 2020, but poor timing. So we’re learning from the past and adjusting for the future. If we can count on you to remember two URL’s (add them to your bookmarks) and sign up for our newsletters, then you can count on us to continue delivering exceptional coverage of the industry you love. As always, thanks for the continued support. It makes everything we do worthwhile.

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