Connect with us
BSM Summit
blank

Barrett Blogs

The 7 Myths of Sports Talk Radio

Jason Barrett

Published

on

According to the dictionary, the word myth means an invented story, idea, or concept. No industry makes better use of that word than the radio industry.

We forget sometimes that our actions determine the way we’re judged. Presenting a great speech in a room full of industry colleagues may make you look smarter than you are, and smiling, shaking hands, and nodding in agreement with your corporate bosses may help you keep the peace, but when the smoke clears, and the truth rises to the surface, your results, and relationships can’t be disguised.

I’ve had the benefit of working inside nine different radio stations in seven different cities, and alongside many great people. I’ve also witnessed my fair share of gasbags who preach one thing, but then do another. Whether I’ve agreed with someone’s approach or not, I try to remind myself that there’s a lesson to be learned from every experience, even if we can’t always see it at first.

Since moving into business for myself, I’ve gained the trust of format people all across the country. I’ve gained knowledge of the way different companies, stations, and people operate, and I’ve developed a fondness for some, and a loss of respect for others. My desire to see people succeed is stronger than watching them fail, but when brands and people are mishandled, it’s difficult to standby and watch.

My inspiration to write this piece stems from having a personality that’s very direct, honest, and unapologetic. That approach has helped me gain respect from my peers during my career. It’s also caused a rift with critics, and employees who didn’t row the boat in the same direction.

Not every relationship is a good fit. Would Joe Montana have been the same player if he were on the NY Giants? Would Lawrence Taylor have had the same freedom on defense if he played for the San Francisco 49ers? We’ll never know, but because they landed in situations that took advantage of their talents, and played to their strengths, they turned out alright.

In the radio business, programmers, personalities, and behind the scenes people develop trust or disdain for one another based on the way they view and approach their jobs. Some prefer a hands-on approach. Others want to march to the beat of their own drum and be left alone. It’s for that very reason that the head coach of a radio station must be capable of managing multiple personalities, and having a different message and plan of attack for every situation.

Today, I’m going to focus on seven areas of our business which aren’t always what they’re cracked up to be. I could probably extend this list to ten or twenty but I’m not looking to take up eight hours of your time.

I’ve formed my opinions based on personal experience, and conversations with countless members of the industry. This doesn’t mean that certain people, and companies don’t set a good example, but more of us need to take charge to improve ourselves, and our situations. When that occurs, it’s amazing how much better we feel about the work we’re involved in.

Do As I Say Not As I Do

It’s one thing to talk about the importance of being active, creative, and well positioned for digital and social media success. It’s another thing to live it, breathe it, feel it, and be great at it.

How many times do you read one of the industry trades, and stumble upon a quote from a top market program director, or a well respected corporate executive touching on the growth in the digital space and how radio has to be a strong player in it? I see it every week.

When you read what’s offered in print, it looks really good. It makes you think that there’s a vision for the individual’s radio station or company in the digital, and social space. But then reality sets in. You go to find that person on social media to let them know you enjoyed their commentary, only to discover that they don’t have a Facebook, Twitter, Instagram, or Snapchat account.

You tell yourself “maybe they dislike interacting with the public”. But since they’re responsible for managing a business, you’re sure to find them on LinkedIn. After all, that’s where business people connect.

Once again you learn, that the only proof of their existence is through an email address.

Quickly you flashback to that speech they gave where they raved about having a digital, and social media strategy, and why talent must be accessible everywhere. You’ve heard all of the clever lines about the future of revenue generation, and how the industry will be in big trouble if it doesn’t perform strongly across multiple platforms, so then why are these leaders invisible in the locations they say are most important?

Believe it or not, there are a LOT of executives who can provide a good soundbyte or captivating quote to discuss digital, and social media growth and success, but just because they talk about it, doesn’t mean they are about it. I’m not going to provide names but take a look sometime and ask yourself how it’s possible that business leaders who oversee the digital efforts for some of the industry’s leading brands can be absent in the space.

In my opinion, there’s no excuse as a leader for not having a presence in at least one of these areas. If I’m working for you, and you’re going to sing me a song about the power of digital, and social media activity, and challenge me to provide more content, and interaction for the audience, then I’m going to look in your direction trusting that you’re going to lead by example. If I can’t find you on Facebook, Twitter, Linkedin, Instagram, or Snapchat, consider our conversation over until you understand the importance yourself.

We Value The Audience’s Time

People’s content choices are growing. Distractions are increasing rapidly. Developing great content, and being a unique personality matters, but it isn’t quite enough if the listening experience is consistently interrupted. Yet radio continues to turn a blind eye to the problem.

Whether you read it on an industry related website, or hear it in person at a radio conference, reducing inventory is necessary. Media groups recognize that digital listening is growing because it provides a strong listener benefit. Meanwhile, over the air broadcasts focus on pleasing the advertiser at the expense of the audience.

To combat these challenges, some TV (Saturday Night Live) and Radio (107.7 The End) brands have begun making adjustments. It’s clear that on-demand listening and viewing is rising, and the likelihood of it slowing down is minimal. The days of expecting people to sit through seven and eight minute commercial breaks are long gone.

But once again, radio does what it does best, and talks a big game without taking proper action.

I’d love for someone to explain how our business can talk about valuing the audience’s time, delivering a better content experience, and wanting to include people in the conversation, yet then jam twenty five minutes of commercials on to the airwaves during the course of a single hour. It’s like telling someone you care about their health, and then providing them with something that’s sure to make them ill.

On the day of the NFL Draft, one which you’d expect interest to increase on sports radio, five different stations in Top 30 markets rolled out twenty to twenty five minutes of commercials during a single hour. One actually took up thirty minutes when you include commercials, sales features (stock, traffic, weather), and sports updates. And it happened during drive time!

The eight stations I observed were owned by four different broadcast companies. CBS and Cumulus’ brands were the worst offenders. ESPN stations provided the best balance. iHeart was in the middle.

If we’re going to suck up oxygen by telling the industry that we value the time our audience spends with our brands, then we’ve got to eliminate the pitfalls that hurt our radio stations. Do you really think your ratings are going to continue to surge when you overload listeners with inventory? Ask yourself, “would I sit through an eight minute commercial break, just to hear a talk show host discuss a subject I like”? I don’t care how talented the host is, you’d be gone in an instant.

Don’t get me wrong, I know our radio stations need to make money. I want to see every brand in this format produce positive results. But I also know that cramming twenty to thirty minutes of commercials into a single hour is a recipe for disaster.

You may skate by for now if you have weak local competition. But, when your main competitor becomes every single company around the world that produces audio, not just another local radio station, then what are you going to do?

Don’t make the mistake that so many radio stations do – reacting after the storm hits, instead of before it. The longer you brush aside your audience, the more susceptible you are to being replaced. I bet you’ll adjust then. Unfortunately, your audience may not be around to notice.

We Must Bury The Competition

Let’s be honest for a minute, the sports radio format features some of the most egotistical and insecure people in the world. Don’t even shake your head, and bitch at me for pointing it out because you know it’s true.

How many times inside the hallways of your radio station do you hear two on-air talents shouting at one another because they have a difference of opinion over who should’ve taken the game winning shot in last night’s game? It’s not possible that each person could have a valid point because after all, each person has to be right. When you start bringing ratings performances, marketing campaigns, regular guest appearances, and employee contracts into the equation it becomes even worse.

While many in this line of work are ultra-competitive, and eager to be the best at what they do, there’s a misconception when it comes to measuring success.

If a host finishes 3rd in the ratings, and their competition comes in 1st, they see it as a failed month. It doesn’t matter that the company’s revenue increased by 10% because of their performance, or that they generated a quarterly ratings bonus, they simply see their show ranked behind another brand, and it lowers their morale.

This is one of the dumbest parts of our entire business.

Do you think Morton’s Steakhouse loses sleep over whether or not they outsell Ruth’s Chris? If they satisfy customers, make a profit, and enjoy cooking and serving great food, that’s success.

For some reason, sports radio stations can’t feel good unless they see their own name in lights. Is it really better for the industry if only one sports station existed in each town? If you put the competitor out of business, would that make you feel good? If you answered yes, how would you feel when your contract comes up, and there’s nobody else available to bid on your services? Now are you feeling good about your competitor closing its doors?

We should all be driven to want to be the best. If you don’t have that internal desire to kick ass, take names, and force everyone to take notice, then you might want to re-evaluate if this is the right business for you. But, we should also be wise enough to understand that success depends on more than just doing a good show.

If you design a good game plan, execute it well, connect with listeners, earn respect and admiration from your peers and partners, and help your employer turn a profit, that is the true reflection of success. It doesn’t mean you shouldn’t want more, but having your competitor’s blood on your hands shouldn’t be the only way you identify whether or not you’ve been effective.

Seeking An Opportunity

Waiting for developments to unfold before applying for a job is a mistake. The second I post a story on this website highlighting a change in a particular market, I’m hit with numerous emails asking “do you know anything about the opening?”

Here’s the secret, most of the time, that job has either been filled, or is in the process of being filled before the news trickles out. If you wait until a posting goes up to find your next opportunity, you’re going to be sitting on the beach for a while.

When a professional sports team signs a free agent on the day he becomes available, how do you think it happens? Conversations take place between the front office, agents, and former teammates, and the organization gathers its information to decide if they want to prepare an offer once they’re legally able to do so. Once the player “officially” becomes available, a deal is presented which usually meets the requirements that everyone has previously discussed. The only thing left to do is sign the contract and hold the press conference.

Can you imagine if the team waited until free agency started to begin doing their homework? They’d miss out on every single elite talent.

In radio it’s no different. As a former programmer, I was constantly evaluating talent, and having conversations. Do you think I’m going to put the future of my radio station in jeopardy by waiting until a problem occurs to address it? Not a chance.

Instead, I frequently listened to people all across the country, and asked around to get an idea of what I could expect if I brought someone on to my team. I also followed and interacted with the candidate on social media. I wasn’t going to standby and wait for a resume, demo, and programming philosophy to be sent over to my employer. I did my own research so when it was time to make a decision, I was fully prepared.

Are there times when a position opens up and a radio station makes a call based on the applicants it receives? Yes. In most cases those are behind the scenes positions, or lesser on-air roles. If an unexpected situation arises, that’s when a station may be forced to post a job and go through a lengthy process to fill an important vacancy. Usually though, the programmer has people on their radar before a problem pops up, and they’re deep into the process before the opening becomes public news.

This is why networking on a regular basis matters. Don’t wait until a situation arises to introduce yourself to someone. Do it every single day. The more ‘friends’ you have, and the more information you gain, the less likely you are to be on the outside looking in.

Don’t I Need An Agent?

I’m asked on a weekly basis to represent people or direct them to a group who can make a difference. If I enjoyed legal verbiage and arguing with attorneys I could probably make a great living doing it. But it’s one of my least favorite parts of the media business.

What’s important to understand is that an agent isn’t going to necessarily dive into your job search with the same relentless passion that you do. Most of the time they rely on the leads you send them or input they receive from business associates. Rarely are they burning up their phones or pounding the pavement to make sure you gain employment.

Many in the radio business assume that by having an agent it makes you sexier to a company. They believe that it’s going to put them in a position to find opportunities that others may not. As if there’s this secret paradise that exists and only media agents know about it. Simply put, that’s not accurate.

If you’re programming a radio station, you prefer to deal with as few people as possible. Especially when making a hiring decision. When an agent enters the equation it can complicate the process. If you’re able to deal directly with the employee or the person you’re looking to hire, that’s ideal. Once you tip your hand to others on the outside, it can spread like wildfire.

However, if you look at it from the other point of view, agents are valuable for the employee. The good ones have great relationships with various high ranking executives, and they’re there to serve their clients. They understand the challenges that face the radio station and work with the employer to strike a deal that’s fair for all parties.

The reason why companies prefer to negotiate directly with talent is because it gives them an advantage in cutting a deal which better serves their own interest. There’s nothing wrong with that. They are after all in the radio ‘business’. They’ll tug on your heartstrings, suggest they’re not doing well enough financially to afford more, and possibly even threaten to eliminate your position and hire someone else if you don’t accept their deal.

All that means is that they either don’t value you, or there’s more money available and they’d prefer not to spend it.

A lot of talent go into negotiations thinking they know the business. Assumptions are made about what a company will spend, and when the final deal is done they head home smiling and believing they’ve emerged victorious. What they don’t know is what level the company was willing to go to if pushed hard enough to present a better offer.

When representation is utilized, competition usually enters the equation. That’s because the agent’s job is to create demand for your services. Without demand, you can’t command a bigger increase. If you’re going to pay an agent to represent you, their performance has to be measured by what they deliver that you couldn’t have generated yourself.

More times than not, agents do deliver a better contract for the individual. They also shield the employee from negativity which helps keep the relationship between employee and employer on solid ground. If the individual were to sit in the room and endure what an agent does on their behalf, it would stain the relationship permanently.

Programming people assume that their past performances will be remembered when their contracts expire. They trust the company to ‘do the right thing’ to make sure the relationship continues. But business has a way of turning situations ugly.

If you’re an established talent with a good track record, performing in a top market, and you’re seeking to further your income or expand your brand, hiring an agent can be beneficial for your career. They have to believe that you’ve got the ability to ascend to a higher level because without it, they can’t maximize your earning potential.

But, if you’re at the early stages of your career, or trying to gain your first full-time opportunity, I’d suggest holding off. Yes there are some circumstances that may be beneficial. Especially if you know an agent in your city that has an established relationship with the company you wish to work for. But nobody will pursue a job more aggressively than you, and developing relationships is free. Put your time and focus into becoming great at your craft, and when you reach the next level, then you can explore adding someone to help you elevate your career.

Talent Is The Most Important Attribute

Sports talk radio stations that offer live and local programming sink and swim based on the talent they put on the air. If a great performer occupies the airwaves for 3-4 hours per day, the brand stands a good chance at developing an audience and generating ratings. But, no matter how talented a host might be, certain programmers place higher value in other areas.

For example, one PD may focus on adding people who are coachable, likeable, and a positive influence inside their building, rather than a more talented person who’s a larger pain in the ass. Another programmer may prefer a talent who’s deeply invested in working with the sales team, and views the existence of their show as a 3-4 hour platform to sell products. The next PD may seek a personality who can host a radio show, write a column, and produce video content, and reject another who’s special in one area, but unable to excel at all three.

It’s important to remember that no two programmers are alike, and each market, radio company, and situation is different. I know talents across this nation who have delivered big ratings and revenue for their radio stations, only to be disrespected, devalued, and ignored when it was time to discuss a new contract. Others have had to beg, plead, and threaten to leave for competitors to finally get their due. What may seem like a no-brainer decision to the on-air performer, isn’t always seen the same way by the PD or Market Manager.

You may believe that achieving ratings success and doing a quality show is what matters most, but everything ultimately comes down to internal relationships. You can produce big numbers and be at war with your boss, and as soon as they get their chance, they’re tossing you to the side of the road. Or you can struggle to deliver ratings, but click perfectly with management, and it soon leads to a contract extension. The continuation of a business relationship includes a number of factors, many of which have zero to do with your ability.

The Programmer Is Invested In Your Show

I’m not sure if it’s a matter of aging, or being removed from the daily rigors of running a radio station, but I find myself scratching my head often when I talk to people in the format about the way they’re supported by their Program Directors. There are a lot of really good ones out there, and they deserve respect, and praise for the great jobs they do. Unfortunately though, there are others who drift away from their brands, and care more about ‘being in charge’ than making a difference.

Maybe I missed the memo, but I thought the PD position required working with talent, scouting, creating content, studying programming trends, maximizing ratings, collaborating with teams, connecting with an audience, and setting a tone for how the radio station will operate. The vision is supposed to be supplied and enforced by the brand leader.

Now, I hear story after story about bosses who believe the job revolves around playing golf with clients, eating lunch with play by play partners, creating powerpoint presentations for sales teams, and spending time in ‘top of the food chain’ meetings. Those may be things you do from time to time to further local relationships, but they shouldn’t be placed ahead of working with your talent and talk shows.

If the way a programmer is measured is by the ratings performance of the radio station, and the connection they have with the programming team, how is it possible to have either one be effective long-term if there’s an obvious disconnect?

There are people working in this industry today who seek outside advice to improve, because they don’t get it from their superiors. That they value their development enough to pay for others to help them should tell you how much they love what they do. The only problem is that the one person they care to impress most, and gain a future opportunity from, is the one individual who’s the least invested in their career success. That’s what often puts two people on the fast track to divorce.

If a programmer has multiple responsibilities, and can’t listen to your entire program each day that has to be understood. I’ve always told talent, “I’m going to listen like a listener does”. That means that one day I’ll give you 30-60 minutes of my time, and share feedback based on what I heard. On other days I might consume the entire show, and drop by the office afterwards for an impromptu meeting. Then there are different days when another project requires my time, and prevents me from sampling any of the show.

If a host/show feels that you care, and pay attention to the product, they’ll understand when you can’t be available. They’ll go through a wall to make sure your vision for the brand comes to life because they know you want to help them be great.

But, if you rarely take the time to provide direction, ideas, criticisms, and praise, don’t be surprised when they stop asking, and start seeking it from someone else. Just hope that the party they reach out to isn’t the one which signs your paycheck.

Barrett Blogs

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

Jason Barrett

Published

on

blank

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.

Continue Reading

Barrett Blogs

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.”

Jason Barrett

Published

on

blank

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.

Continue Reading

Barrett Blogs

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

Published

on

blank

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.

Continue Reading
Advertisement blank
Advertisement blank

Barrett Media Writers

Copyright © 2022 Barrett Media.