Young people often ask me “how do I get started in the media business”? It should be easy to answer, but it’s not. That’s because everyone travels a different path to their first break.
In many cases, internships are an advantage. They help you get your foot in the door. Then it’s up to the individual to work their tail off and prove that they have that extra-something that stands out. During my programming days I’d have my Assistant Program Directors oversee the process, and we’d identify 1 or 2 of the 10-15 people who came through the door that were worth holding onto at the end of the quarter. When interns know that their hard work could result in a future job at the radio station, they’re more inclined to give their best effort.
But what if an internship isn’t an option? Some stations require college credit to get inside the building. In my opinion, that’s one of the silliest rules in our industry. Why would a radio station turn down free help? Especially from people who see the internship as their one big shot? I know insurance salesmen, bartenders, callers, and contest winners who occupy the airwaves in major markets today. If someone has talent, passion, and dedication, that’s what should matter most. If a radio station hadn’t allowed me to intern (without being in college at the time), I’d have never gone on to program in three top 20 markets, produce some of the industry’s top national shows, and host my own program.
If there’s one advantage today that didn’t exist when I was working my way up, it’s that the internet and social media have created platforms for people to develop their skills and expand their connections. Every aspiring broadcaster has the opportunity to podcast, record videos on YouTube, and establish a presence on Facebook, Twitter, Instagram, Snapchat, and Periscope.
I’ve said this many times, there’s no excuse for young media professionals to not seek out program directors, corporate executives, talent, and producers on social media. The worst someone can do is deny your request. If they accept it, you get a chance to interact, and understand who they are, and what they value. That relationship has potential to one day lead to opportunity IF you have talent and the fit they’re looking for. Most jobs in this business are filled through word of mouth, internal connections, and external relationships. It’s a lot harder to be unknown to a hiring manager, and land a great position based on submitting an email or filling out an application.
Since starting my own company, Barrett Sports Media, I’ve had a chance to spend more time researching people, listening to different markets, and reading websites that I didn’t get a chance to enjoy as much in the past. One site that I’ve spent more time reading lately has been Outkick The Coverage. It’s run by Fox Sports personality Clay Travis, and features a good mix of sports coverage, media topics, and pop culture.
It’s on Outkick The Coverage that I became familiar with Mattie Lou Chandler. When she first reached out expressing interest in writing a column for the website I was unfamiliar with her background. I’m not a viewer of the Bachelor or Bachelorette, so I had to venture into unfamiliar territory and read her recaps of the show to get an idea of her style. What I discovered was that her writing was conversational, inviting, and very entertaining. In one of her recaps she said “If I make a joke that Johnny Manziel is currently going through his 2007 Brittney Spears phase, you better laugh“. It was hard not to chuckle and continue reading.
That left me wondering though if she had an ability to write deeper content. After doing some research, I landed on a story she wrote about Jameis Winston. The headline read, “A Victim’s Perspective on Jameis Winston and FSU“. In the article, she opened up about some of her personal experiences and how they related to the story, in addition to sharing her opinion on how Jameis Winston conducts himself. I was impressed with her willingness to put a personal side of herself on display because not everyone has the courage to do that.
After sorting through a number of her stories, and getting familiar with her witty, sarcastic, light hearted, and direct personality on Twitter (how can you not appreciate the opening line on her profile – “Attempting to combat the Wussification of America“), I touched base to ask her what she’d like to write about. After brainstorming some ideas Mattie Lou came up with the column you’re about to read. I think you’ll find it really helpful if you’re looking to open the doors and develop a career in the industry. Especially if you’re female.
There are a few areas that I think are especially valuable. From the way she got her break, to her approach to social media, to discovering the importance of finding your own niche and being willing to sacrifice and work multiple jobs at once, if it’s something you want bad enough it can be accomplished.
This story is refreshing because it reminds me that working in sports media still remains attractive to many people. When you get paid to do a job that you love, and invest everything you have in becoming great at it, there’s no telling how far you can go. But don’t take it from me, hear it instead from Mattie Lou Chandler.
Getting Started Without Experience
A female, in sports, who has zero experience. Two and a half years ago, that’s what I was. Sitting in the cube farm of corporate finance, miserable. My dad had a rule when I was little, you’ll watch an hour of SportsCenter each day during the summer before he watched My Pretty Pony or something of the sort with me. His reasoning was that it would make me well rounded and I could converse with boys and girls. It’s not only paid dividends, but it spurned my love of sports. Okay, I’d be lying if I said growing up spending Saturdays in Athens, Georgia and witnessing three BCS National Championships while in college didn’t help significantly.
While in college at The University of Alabama, I could never decide what I wanted to major in. It’s a common dilemma for many students, but I couldn’t settle on anything. Attending a school that is so immersed in sports, my parents quite frequently asked, “Why don’t you go into broadcasting and be like Erin Andrews?” I usually came back with some response about every division one school popping out fifty or so EA wannabe’s a semester, and not being interested or “do you realize how pretty she is?” What did I decide on? That would be Finance, General Business, and Computer Science.
So, how did I get to where I am now? Well, insert Outkick the Coverage, Clay Travis, and Twitter. Clay created a now extremely popular website that’s hosted by a major network, but it has a unique component. The Bull Pen, where you can submit articles in the hopes of them getting published. Everyone at Alabama follows and knows Clay. I was a huge fan of his so imagine my surprise when an email from him appeared in my gmail account saying I needed to write the Bachelor recaps for OKTC. Long story short, my best friend submitted our pledge class recaps and well, the rest is history. Except, the Bachelor isn’t sports.
This is where the necessity of social media comes in. To say I have a love hate relationship with it would be the understatement of a lifetime. As Chrissy Teigen put it, “females in sports have the worst mentions in Twitter.” How bad? My first hate tweet is framed in my house. It was like a badge of honor, which is ridiculous, almost like I had gained some credibility. I created my OKTC Twitter towards the end of my first season of The Bachelor recaps. I thought it would instantly take off and I would get a lot of followers quickly, but not so much. You have to be interacting constantly, it’s the nature of the beast. This is how I started to weave in sports to prove that I could offer more than just Bachelor recaps. College Football and golf, are my first loves, so that’s what my Twitter content consists of.
Social Media is an incredible tool if you utilize it properly. Not only do you have to constantly be active, but you have to differentiate yourself. It won’t be enough to be a not completely unfortunate looking blonde who knows some fun facts about football and golf. The best advice I got before I walked into my first agency meeting was, “don’t walk in there and say you want to be the next Erin Andrews.” What do you want to do? How do you want to be presented? Whoa. I needed to hear that a week before the meeting, not twenty minutes prior.
Six months after writing for Clay and Outkick, I met him in person. The internet is a weird place and I have entirely too many “internet friends” that are in the industry that I’ve either never met or have only seen a few times, and we all think it’s normal. I digress, Clay wrote a book called “Dixie Land Delight Tour” where he went to every SEC school in one season. Our meeting was in the summer before the inaugural season of the College Football Playoff and he suggested given my deep experience with tailgating in the SEC that I go on a version of his book and write about it from a female’s perspective. “Wait, you’re going to pay me to tailgate and talk about college football? Is this real?”
This is how I was going to differentiate myself. I wasn’t going to try and talk x’s and o’s, because while I know the basics and have learned a lot, I’m far from an expert. So I don’t try to be. I’m a southern belle, but I’m witty and can be a guy’s girl. It’s the wholesome, girl next door vibe that comes with the sassy side you never saw coming. I realized this would benefit me greatly for the audience I was writing for, but I had to play to my strengths. You have to know your demographic and target audience.
As I stated before, being a female in this business can be brutal. There are good days and bad days. You’re going to have to work harder than the men sometimes, and that’s okay. I’m sure you’re all thinking, “wait, you just walked into this job with no journalism experience?” Yes, Clay gave me an opportunity to get my foot in the door, BUT while I quit the corporate world, I’ve worked as a nanny for at least forty hours a week. I then go on the road for three days during the season, and am back at the nanny house at 5:30am on Monday’s.
If you want to be in this industry, you have to go all in. You have to send the DMs to the random radio station that followed you to beg for a segment. You have to check Twitter and get your opinion out when your friends are begging you to get off your phone. You have to write a bunch of articles that will never get published, and you have to take the ones that offer to help you and provide you with advice. Poor Todd Fuhrman, I’m sure he regrets ever offering to help me as we now talk daily about different stories and the best way to approach things. Most importantly, you have to want it, or this business will eat you alive.
I still have much to learn, and I’m just getting started. In two and a half years I’ve gone from writing Bachelor recaps to heading into my third season covering college football for a major network’s website. I appear frequently on radio show’s across the country, have developed a decent social media following, and I’ve had the opportunity to interview for additional opportunities….all while still nannying.
Don’t go into sports journalism for the money. You’ll more than likely be disappointed. To say it’s been an interesting ride would be an incredible understatement, but it’s only the beginning. Don’t worry if you don’t have a journalism degree or don’t think you know enough. Reach out to people in the industry whose work you respect, and the good one’s will be more than happy to help. In most cases, someone did the same for them. All that matters is getting that one opportunity to get your foot in the door, but you have to continuously build off of it.
Mattie-Lou Chandler is a writer and media personality for Outkick The Coverage and Fox Sports. To connect with her or book a future media appearance, follow her on Twitter @MattieLouOKTC or on Instagram @MattieLouC.
Barrett Sports Media To Launch Podcast Network
“We will start with a few new titles later this month, and add a few more in July.”
To run a successful digital content and consulting company in 2022 it’s vital to explore new ways to grow business. There are certain paths that produce a higher return on investment than others, but by being active in multiple spaces, a brand has a stronger chance of staying strong and overcoming challenges when the unexpected occurs. Case in point, the pandemic in 2020.
As much as I love programming and consulting stations to assist with growing their over the air and digital impact, I consider myself first a business owner and strategist. Some have even called me an entrepreneur, and that works too. Just don’t call me a consultant because that’s only half of what I do. I’ve spent a lot of my time building relationships, listening to content, and studying brands and markets to help folks grow their business. Included in my education has been studying website content selection, Google and social media analytics, newsletter data, the event business, and the needs of partners and how to best serve them. As the world of media continues to evolve, I consider it my responsibility to stay informed and ready to pivot whenever it’s deemed necessary. That’s how brands and individuals survive and thrive.
If you look at the world of media today compared to just a decade ago, a lot has changed. It’s no secret during that period that podcasting has enjoyed a surge. Whether you review Edison Research, Jacobs Media, Amplifi Media, Spotify or another group’s results, the story is always the same – digital audio is growing and it’s expected to continue doing so. And that isn’t just related to content. It applies to advertising too. Gordon Borrell, IAB and eMarketer all have done the research to show you where future dollars are expected to move. I still believe it’s smart, valuable and effective for advertisers to market their products on a radio station’s airwaves, but digital is a key piece of the brand buy these days, and it’s not slowing down anytime soon.
Which brings me to today’s announcement.
If you were in New York City in March for our 2022 BSM Summit, you received a program at the show. Inside of one of the pages was a small ad (same image used atop this article) which said “Coming This Summer…The BSM Podcast Network…Stay Tuned For Details.” I had a few people ask ‘when is that happening, and what shows are you planning to create?’ and I kept the answers vague because I didn’t want to box ourselves in. I’ve spent a few months talking to people about joining us to help continue producing quality written content and improve our social media. Included in that process has been talking to members of our team and others on the outside about future opportunities creating podcasts for the Barrett Sports Media brand.
After examining the pluses and minuses, and listening and talking to a number of people, I’m excited to share that we are launching the BSM Podcast Network. We will start with a few new titles later this month, and add a few more in July. Demetri Ravanos will provide oversight of content execution, and assist with production and guest booking needs for selected pods. This is why we’ve been frequently promoting Editor and Social Media jobs with the brand. It’s hard to pursue new opportunities if you don’t have the right support.
The titles that will make up our initial offerings are each different in terms of content, host and presentation. First, we have Media Noise with Demetri Ravanos, which has produced over 75 episodes over the past year and a half. That show will continue in its current form, being released each Friday. Next will be the arrival of The Sports Talkers Podcast with Stephen Strom which will debut on Thursday June 23rd, the day of the NBA Draft. After that, The Producer’s Podcast with Brady Farkas will premiere on Wednesday June 29th. Then as we move into July, two more titles will be added, starting with a new sales focused podcast Seller to Seller with Jeff Caves. The final title to be added to the rotation will be The Jason Barrett Podcast which yours truly will host. The goal is to have five weekly programs distributed through our website and across all podcasting platforms by mid to late July.
I am excited about the creation of each of these podcasts but this won’t be the last of what we do. We’re already working on additional titles for late summer or early fall to ramp up our production to ten weekly shows. Once a few ideas and discussions get flushed out, I’ll have more news to share with you. I may consider adding even more to the mix too at some point. If you have an idea that you think would resonate with media professionals and aspiring broadcasters, email me by clicking here.
One thing I want to point out, this network will focuses exclusively on various areas of the sports media industry. We’ll leave mainstream sports conversations to the rest of the media universe. That’s not a space I’m interested in pursuing. We’ve focused on a niche since arriving on the scene in 2015 and have no plans to waver from it now.
Additionally, you may have noticed that we now refer to our company as ‘Barrett Media’. That’s because we are now involved in both sports and news media. That said, we are branding this as the BSM Podcast Network because the titles and content are sports media related. Maybe there will be a day when we introduce a BNM version of this, but right now, we’ve got to make sure the first one works right before exploring new territory.
Our commitment to delivering original industry news, features and opinions in print form remains unchanged. This is simply an opportunity to grow in an area where we’ve been less active. I know education for industry folks and those interested in entering the business is important. It’s why young people all across the country absorb mountains of debt to receive a college education. As valuable as those campus experiences might be, it’s a different world once you enter the broadcasting business.
What I’d like to remind folks is that we continue to make investments in the way we cover, consult, and discuss the media industry because others invest in us. It’d be easy to stockpile funds and enjoy a few more vacations but I’m not worried about personal wealth. I’m focused on building a brand that does meaningful work by benefitting those who earn a living in the media industry or are interested in one day doing so. As part of that process I’m trying to connect our audience to partners who provide products, services or programs that can benefit them.
Since starting this brand, we’ve written more than 18,000 articles. We now cover two formats and produce more than twenty five pieces of content per day. The opportunity to play a small role in keeping media members and future broadcasters informed is rewarding but we could not pay people to edit, write, and host podcasts here if others didn’t support us. For that I’m extremely grateful to those who do business with us either as a consulting client, website advertiser, Summit partner or through a monthly or annual membership. The only way to get better is to learn from others, and if our access to information, knowledge, relationships and professional opinions helps others and their brands, then that makes what we do worthwhile.
Thanks as always for the continued support. We appreciate that you read our content each day, and hope to be able to earn some of your listenership in the future too.
5 Mistakes To Avoid When Pursuing Media Jobs
“Demetri Ravanos and I have easily done 50-60 calls, and it’s been eye opening to see how many mistakes get made during the hiring process.”
I recently appeared on a podcast, Monetize Media, to discuss the growth of Barrett Media. The conversation covered a lot of ground on business topics including finding your niche, knowing your audience and serving them the right content in the right locations, the evolution of the BSM Summit, and why consulting is a big part of our mix but can’t be the only thing we do.
Having spent nearly seven years growing this brand, I don’t claim to have all the answers. I just know what’s worked for us, and it starts with vision, hard work, consistency, and a willingness to adapt quickly. There are many areas we can be better in whether it’s social media, editing, SEO, sales, finding news, producing creative original content or adding more staff. Though there’s always work to be done and challenges to overcome, when you’re doing something you love and you’re motivated to wake up each day doing it, that to me is success.
But lately there’s one part of the job that I haven’t enjoyed – the hiring process. Fortunately in going through it, I was able to get to know Arky Shea. He’s a good guy, talented writer, and fan of the industry, and I’m thrilled to share that he’s joining us as BSM’s new night time editor. I’ll have a few other announcements to make later this month, but in the meantime, if you’re qualified to be an editor or social media manager, I’m still going through the process to add those two positions to our brand. You can learn more about both jobs by clicking here.
Working for an independent digital brand like ours is different from working for a corporation. You communicate directly with yours truly, and you work remotely on a personal computer, relying on your eyes, ears and the radio, television, and internet to find content. Because our work appears online, you have to enjoy writing, and understand and have a passion for the media industry, the brands who produce daily content, and the people who bring those brands to life. We receive a lot of interest from folks who see the words ‘sports’ and ‘news’ in our brand names and assume they’re going to cover games or political beats. They quickly discover that that’s not what we do nor are we interested in doing it.
If you follow us on social media, have visited our website or receive our newsletters, you’ve likely seen us promoting openings with the brand. I’ve even bought ads on Indeed, and been lucky enough to have a few industry folks share the posts on social. We’re in a good place and trying to make our product better, so to do that, we need more help. But over the past two months, Demetri Ravanos and I have easily done 50-60 calls, and it’s been eye opening to see how many mistakes get made during the hiring process.
Receiving applications from folks who don’t have a firm grasp of what we do is fine. That happens everywhere. Most of the time we weed those out. It’s no different than when a PD gets an application for a top 5 market hosting gig from a retail employee who’s never spoken on a microphone. The likelihood of that person being the right fit for a role without any experience of how to do the job is very slim. What’s been puzzling though is seeing how many folks reach out to express interest in opportunities, only to discover they’re not prepared, not informed or not even interested in the role they’ve applied for.
For instance, one applicant told me on a call ‘I’m not interested in your job but I knew getting you on the phone would be hard, and I figured this would help me introduce myself because I know I’m a great host, and I’d like you to put me on the radar with programmers for future jobs.’ I had another send a cover letter that was addressed to a different company and person, and a few more applied for FT work only to share that they can’t work FT, weren’t interested in the work that was described in the position, didn’t know anything about our brand but needed a gig, were looking for a confidence boost after losing a job or they didn’t have a computer and place to operate.
At first I thought this might be an exclusive issue only we were dealing with. After all, our brand and the work we do is different from what happens inside of a radio or TV station. In some cases, folks may have meant well and intended something differently than what came out. But after talking to a few programmers about some of these things during the past few weeks, I’ve been stunned to hear how many similar horror stories exist. One top programmer told me hiring now is much harder than it was just five years ago.
I was told stories of folks applying for a producer role at a station and declining an offer unless the PD added air time to the position. One person told a hiring manager they couldn’t afford not to hire them because their ratings were tanking. One PD was threatened for not hiring an interested candidate, and another received a resume intended for the competing radio station and boss. I even saw one social example last week of a guy telling a PD to call him because his brand was thin on supporting talent.
Those examples I just shared are bad ideas if you’re looking to work for someone who manages a respected brand. I realize everyone is different, and what clicks with one hiring manager may not with another, but if you have the skills to do a job, I think you’ll put yourself in a better position by avoiding these 5 mistakes below. If you’re looking for other ways to enhance your chances of landing an opportunity, I recommend you click here.
Educate Yourself Before Applying – take some time to read the job description, and make sure it aligns with your skillset and what you’re looking to do professionally before you apply. Review the company’s body of work and the people who work there. Do you think this is a place you’d enjoy being at? Does it look like a job that you’d gain personal and professional fulfillment from? Are you capable of satisfying the job requirements? Could it potentially put you on the path to greater opportunities? If most of those produce a yes, it’s likely a situation to consider.
Proofread Your Email or Cover Letter and Resume – If the first impression you give a hiring manager is that you can’t spell properly, and you address them and their brand by the wrong names, you’re telling them to expect more mistakes if they hire you. Being detail oriented is important in the media business. If this is your introduction to someone and they have a job you’re interested in, you owe it to yourself to go through your materials thoroughly before you press send. If you can have someone else put an extra set of eyes on your introduction to protect you from committing a major blunder even better.
Don’t Waste People’s Time – You’d be annoyed if a company put you through a 3-4 week process only to tell you they didn’t see you as a viable candidate right? Well, it works the other way too. If you’re not seriously interested in the job or you’re going into the process hoping to change the job description later, don’t apply. If the fit isn’t right or the financials don’t work, that’s OK. Express that. People appreciate transparency. Sometimes they may even call you back in the future when other openings become available. But if you think someone is going to help you after you wasted their time or lied to them, trust me, they won’t.
Don’t Talk Like An Expert About Things You Don’t Know – Do you know why a station’s ratings or revenue is down? Are you aware of the company’s goals and if folks on the inside are satisfied or upset? Is the hiring manager someone you know well enough to have a candid professional conversation with? If the answers are no, you’re not helping your case by talking about things you don’t have full knowledge of. You have no idea how the manager you’re talking to has been dealing with the challenges he or she is faced with so don’t pretend you do. Just because someone wrote an article about it and you read it doesn’t mean you’re informed.
Use Social Wisely – Being frustrated that you didn’t get a job is fine. Everyone goes through it. Asking your friends and followers for advice on social of how you could’ve made a better case for yourself is good. That shows you’re trying to learn from the process to be better at it next time. But taking to social to write a book report blasting the hiring manager, their brand, and/or their company over a move that didn’t benefit you just tells them they made the right move by not bringing you in. Chances are, they won’t be calling you in the future either.
Would Local Radio Benefit From Hosting An Annual Upfront?
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.