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The First 100 Days of a New Brand Leader

Jason Barrett

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Sports and politics don’t often mix well. But in this instance, there are some similarities between the job that awaits the new President of the United States, Donald Trump, and the challenge that awaits any programmer, market manager or corporate executive.

When an individual lands a new leadership opportunity, they often feel a pressure to immediately make their presence felt. During the first 100 days of employment, all eyes in the building turn to the new boss, and whispers gain volume in every corner office and lunchroom, as many try to speculate and search for clues to the new head honcho’s master plan.

As tempting as it may be to try and change the world during your first week in power, there’s something valuable to gain from reading the room and processing the information you gather. Most executives don’t have their livelihood or the fate of their brand determined by their first quarterly performance. If you do, you may want to reconsider who you’re working for.

The challenge for a new boss is to slowly weave themselves into the fabric of the brand, and that’s accomplished by forming relationships with the staff, and discovering what each person’s strengths and weaknesses are. Your instincts may be to bring in people who you’ve enjoyed working with previously or install a different clock or content strategy, but it’s not always a good idea to interrupt success in progress.

It’s similar to an NFL defensive coordinator joining a new team and looking to change the entire defensive scheme when the players on the roster don’t fit what they wish to do. In that case you have two choices, get rid of all the players, or make adjustments to your personnel. Once you know who’s got the ability to shoulder a heavier load, then you can introduce new plays and coverage’s and begin to add your own touch. If you eliminate all of the talent and it doesn’t work, you’ll soon be joining them on the unemployment line.

I recognize that this isn’t as simple in politics where republicans and democrats seek to reverse what the previous party installed in order to assert themselves and deliver on the promises they made to voters while on the campaign trail. Fortunately in radio, you’re not performing a task with the eyes of an entire nation upon you, and half of them determined to reject your ideas and beliefs.

There are a few exceptions to this rule. For example, if a crisis happens or if a difficult employee is dimming the spirits and affecting the performance of other essential staff members, then you’ll have to make a judgment on the best way to move forward. However, in most cases, you gain a lot of insight, and make your best long-term decisions by being patient, quiet, listening, and observing. 

For those of you who are currently in leadership positions, in pursuit of taking the next step in your career, or if you’re an employee with a new boss and wondering why he or she is taking so long to let you know what they’re up to, here are seven simple things that good leaders do in new situations. Hopefully this gives you a few things to consider, and some information to process, as you adapt to changes in your professional life.

Get To Know Your People – The number one asset to any sports radio or television brand is its people. Without their talent, creativity, passion, and dedication, your brand is meaningless. They live their lives constantly thinking about ways to present a better show, and they crave knowing how their boss’ view their performance. No matter how big of a profile a performer has, they still love to be challenged and validated by people in corner offices, and staff members who they respect.

Before you decide what someone is or isn’t capable of, and what their character is or isn’t inside the workplace, spend time with them. Hold a scheduled show meeting, drop in unexpectedly to chat, take them out to lunch or dinner, socialize at a game or company event, and figure out what makes them tick. More times than not, they’ll let you in, and help you get a better idea of what makes them valuable or dispensable to your company.

Observe Without Reacting – Barring an inexcusable act or company violation, let your people get comfortable and operate without fear. If they feel you’re going to over analyze their execution and harp on each mistake or missed detail, they’re going to get tight, and it’ll show up in their performance. Nobody performs well when they feel they’re operating under a microscope, especially when it’s in front of a new boss who they’ve yet to form a connection with.

Instead, watch how they prepare. Learn how they attack segments. Listen to the way they execute the basic formatics of their talk show. Gauge how they’re received by the audience. Track their show to see if its flexible or predictable. And take some notes on how often they challenge themselves to present a unique experience for listeners, and be prepared to discuss it further with them in future meetings.

As an added bonus for those who are working with new on-air personalities, I’d recommend studying their involvement or lack thereof in being a brand asset for advertisers. Do they meet with clients? Are they familiar with the sales staff? Would they need a GPS to find the business side of your brand’s operation? How well do they understand their responsibility in helping the company retain and generate revenue? Do they take it seriously or consider it an afterthought?

All of these things will come into play at some point. If you want to make improvements and gain a person’s respect, you’ve got to have specific examples to support your feedback. This is why it’s critical to pay attention and allow some short-term sloppiness. It’ll make a big difference on how you operate and nurture your staff over the long-term.

Articulate Your Vision To Your Entire Team – Once you know your people, and have processed the way they operate, then it’s time to gather your group and express your vision for the brand, and the strategy you plan to use to help lead the team to its final destination. You must be confident, focused, and very clear and concise. Nobody on your team should leave the room without knowing where the brand is, where it’s heading, and what the final goal is. Your message needs to be delivered and understood by everyone from the on-air talent to the producers to the anchors and board operators, to anyone playing a role in the daily success or failure of the brand’s programming.

In sports, players play a game expecting that if they invest their time and energy, and train properly, that it will produce results. They don’t just play the game to have fun. That’s what kids do. Professionals play to win.

In radio, people have similar motivations. They’ll follow your lead and run through a wall for you, if you can show them how their sacrifices and hard work will personally benefit them, and the company. If you fail to provide direction and expectations, that’s when confusion and uncertainty takes over, and people become frustrated.

Prior to meeting with your team to share your thoughts on the future, I’d encourage either writing a script, jotting down a few notes, or presenting a visual presentation (whatever you feel most comfortable with) to help keep your message on point. All future decisions and conversations will revert back to this meeting, so make sure you leave no stone unturned in getting the rooms attention and support.

Hold People Accountable – After you’ve established your expectations, goals, and standards of operation with your staff, the next step is to hold them accountable. That’s often easier said than done. Everyone is quick to promise an immediate fix when you identify something they’re doing incorrectly, but check back two weeks later, and you’ll often hear the same bad habits continuing.

These get corrected through consistent feedback, listening, and measurable systems. Sometimes you can even introduce hokey methods and motivational tactics to help an employee get better. I’ve been known along the way to use a green pillow for a host who sits on the fence with their opinion and place a jar on the console and demand a dollar from talent whenever they were late heading to break. You’ll have different ideas or maybe this approach won’t suit your personality. If it doesn’t, don’t do it. It’s important to be yourself, because people will sniff it out when you’re not.

The ultimate goal is to find out how to reach people in order to get them to patch up the holes in their presentation. Many times in our industry, people who come up short do so because of a lack of discipline and failure to make adjustments. They create mental excuses for their inconsistencies or shrug off their mistakes as not being a big deal, rather than putting down their guard to figure out why certain problems keep happening. In sports, if a player keeps committing penalties to hurt the team, he either gets benched, fined or cut. In radio, not so much.

I’m not advocating you should part ways with someone because they’re bad at breaking on time, teasing or using audio clips to enhance their content, but if the difference between 1st and 2nd or 3rd and 4th is small, those minor details that they assume aren’t that critical, can actually make a world of difference.

Each leader has to figure out what is and isn’t acceptable to them, but accountability only works when people feel there’s a consequence for continued shortcomings. Don’t be afraid to expect more from people. The great ones will accept your challenge. Your role is to provide positive reinforcement, and acknowledge them when they do things right, but also point out opportunities for improvement when they mess up. Be sure to have evidence to support your opinions, and suggestions on how to help them get better.

Weed Out The Brand Destroyers – It’s inevitable that someone on your team is not going to drink the kool-aid and may even attempt to poison it. The sooner you weed these people out of your operation, the better. There’s no benefit keeping someone around who’s not going to buy in and is potentially going to infect others on your staff. 

One of my favorite quotes by Henry S. Haskins is “Some people are like wheelbarrows; useful only when pushed, and very easily upset“, and this often applies to the members of your team who aren’t on board with your message.

In every building, the workplace is a sacred locker room. What happens in the locker room is a family matter, and the family works together to solve its problems without allowing noise from the outside to creep in and affect it. The strongest families have fights and disagreements, and that’s going to happen from time to time when you gather a bunch of alpha males and/or females in the same place and challenge them to be their best.

What isn’t healthy though is when team members violate trust and begin sharing information with competitors, newspapers or online sites, and other industry people. If an employee underperforms or makes a mistake, you can live with that. Those become teaching moments. But when trust is shattered, there’s no turning back. You stand to lose a lot more than you’ll gain by keeping someone around who has negative intentions.

If you haven’t read this piece on Mark Zuckerberg and his level of transparency with Facebook employees, I highly recommend it. Rarely do leaks happen at Facebook, and it’s because people in the company value their jobs and each other, and they fear being embarrassed and terminated for committing an act of betrayal. Every broadcast company seeks that too, which is why it’s vital to toss away those bad apples when they appear, no matter how talented they may be.

Add Reinforcements Along The Way – There will come a time when your brand’s performance isn’t in line with the expectations either you or your bosses have set for it. You may also be presented with an opportunity to add someone to the team who instantly makes you better, even if it creates an internal disruption. During these times you’ll take a deep look at your team, evaluate the feedback of your audience, and wrestle with decisions on whether to change course or stand pat. And the reality is, every great team and leader goes through change at some point, whether they plan to or not.

If you think back to the 2016 Chicago Cubs World Series team, they were in great shape in July, but that didn’t stop Theo Epstein from pulling the trigger at the trade deadline to acquire Aroldis Chapman. Maybe the Cubs could’ve held onto a few prospects and won the title without him, but why pass up an opportunity to get better when it’s available?

Feelings are going to get hurt from time to time, and change can cause you to have future problems with members of your team that may be executing well or who you have a good personal and professional relationship with. The bottom line, you’re in a competitive industry, and this is a performance based business. The higher you perform, the more money the company makes, and the longer leash everyone is given to retain the jobs they love.

It may be uncomfortable. It may be difficult. And at times it may be unfair. But when companies are faced with decisions on whether or not to make a move to enhance their performance, the good ones often take the plunge. The complacent ones find themselves later on wishing they had taken the risk.

Celebrate Success But Don’t Get Comfortable – You’ve laid the foundation, established the system, identified the right people, eliminated the bad ones, and have earned the group’s trust and respect, and now success is starting to find you. Rather than high fiving each other once and forgetting about it the next day, think about how you’re going to celebrate the special moments with your team. They will have a lasting impact on your people and organization.

Too often we focus on the challenge, and when we accomplish our goal, we’re on to the next one. But if you don’t stop along the way to enjoy the journey and appreciate those who have made it possible, then it leaves many unfulfilled. In sports, after a team wins a title they may pour champagne on one another, hit the town to party, or gather as a group and fly off somewhere to make it a truly memorable experience.

I’m not suggesting to send your entire team on vacation, but a simple happy hour, dinner, conference room celebration, house party or personal gesture goes a long way in telling people you value them, are happy for their success, and are excited to be on the same side with them.

Conclusion:

Each individual has to decide their own strategy, and operate in ways they feel are most effective. Some do it thru aggressive action and a brash personality, others use a methodical style and reserved demeanor. Each way works. There is no one size fits all. Both Bill Parcells and Tony Dungy are Super Bowl Champions despite being very different people.

My only suggestion is to think before you act, and be sure in every decision you make. The ideas above are there to guide you should you need help along the way. Best of luck in setting the tone and developing a winning organization!

Barrett Blogs

Colin Cowherd, Jim Rome, Joy Taylor, Don Martin, Sam Pines and Amanda Brown to Speak at the 2023 BSM Summit

“All six of these media professionals have enjoyed success throughout their careers and bring different perspectives, styles, and experiences to the room.”

Jason Barrett

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I announced last week that the 2023 BSM Summit will be returning to Los Angeles. We had a fantastic experience in LA in 2019, and I expect our next conference on March 21-22, 2023 to be even bigger and better. But to do that, we need the right people on stage, and I’m excited today to reveal the first six additions to the show.

The 2023 BSM Summit in Los Angeles is proud to welcome FOX Sports Radio and FOX Sports 1 host Colin Cowherd, FOX Sports 1 co-host of the new weekday program SPEAK, Joy Taylor, CBS Sports Radio and CBS Sports Network superstar Jim Rome, FOX Sports Radio and iHeart Sports SVP of Programming, Don Martin, and the brain trust of ESPN LA 710, Senior Vice President Sam Pines and program director Amanda Brown.

All six of these media professionals have enjoyed success throughout their careers. They bring different perspectives, styles, and experiences to the room, and I’m sure those in attendance at The Founders Club at the Galen Center at USC will enjoy and appreciate learning from them.

We will have more announcements in the future about additional speakers to the 2023 BSM Summit. A reminder that if you work in the media industry and would like to attend the conference, you can purchase tickets and secure your hotel room by visiting BSMSummit.com.

I’d also like to thank last year’s sponsors who have already confirmed participation in our 2023 event. The Summit isn’t possible without their support. For folks interested in sponsorship details for the conference, please email Stephanie at Sales@BarrettSportsMedia.com.

Now here’s some press information about each of our six participants.

Colin Cowherd: He is one of the most thought-provoking and successful sports talk show hosts in the country, and has been a key part of FOX Sports Radio and FOX Sports 1 since September 2015. He is also the founder of The Volume, a digital-first sports media brand which has created an immediate impact in podcasting and on YouTube.

Cowherd’s three-hour sports talk program, THE HERD WITH COLIN COWHERD, airs simultaneously on FS1 and the FOX Sports Radio Network weekdays from Noon to 3pm ET. It is also available on www.FOXSportsRadio.comwww.FOXSports.com and has a dedicated iHeartRadio station, available live and throughout the day. The Herd has been chosen by industry programmers and executives as the top national sports talk radio show an unprecedented six times in seven years as part of BSM’s annual Top 20 series.

Jim Rome: Jim Rome is heard nationwide hosting ‘The Jim Rome Show‘ weekdays from Noon to 3pm ET on CBS Sports Radio. The program can also be watched on the CBS Sports Network. The show delivers three hours of aggressive, informed sports opinions, rapid-fire dialogue, tons of sports smack, and is consistently supported by Rome’s legions of fans otherwise known as the clones.

Rome also delivers his unique take on the day’s sports headlines via the CBS Sports Minute, 60-second commentaries which can be heard hourly on CBS Sports Radio affiliate stations. He also hosts his own podcast, The Reinvention Project, contributes to CBS Sports television, and has previously been seen on ESPN, FOX Sports, and in numerous movies and TV shows.

Joy Taylor: Joy Taylor co-hosts FS1’s new weekday program SPEAK alongside Emmanuel Acho and former NFL running back LeSean McCoy. She has previously worked as a co-host on THE HERD, as the moderator of SKIP AND SHANNON: UNDISPUTED, and as the host of her own podcast, “Maybe I’m Crazy”. She has also hosted programs for FOX Sports Radio.

Prior to joining FOX Sports, Taylor spent five years in Miami radio, including a successful three-year stint at 790 AM The Ticket, where she was co-host for the station’s top-rated morning-drive program, “Zaslow and Joy Show,” after starting with the station as the show’s executive producer. Taylor also served as the host of “Thursday Night Live” and “Fantasy Football Today” on CBSSports.com. She is a Pittsburgh native and the younger sister of former Miami Dolphins star Jason Taylor.

Don Martin: A 27-year veteran of iHeartMedia, Don is currently the SVP of Programming for FOX Sports Radio, the EVP for iHeartMedia Sports, and the SVP of KLAC-AM 570 LA Sports. Additionally, he provides oversight of the iHeartPodcast Network, which includes more than 40 national and 100 local sports podcasts and exclusive podcast agreements with the NFL and NBA. Don has been a featured speaker at prior BSM Summit’s and was recently a guest on The Jason Barrett Podcast. To hear it, click here.

Sam Pines: A fixture with Good Karma Brands since 2000, Pines is now charged with leading ESPN LA 710 since GKB assumed control of local operations. Prior to taking over the Los Angeles sports brand, Pines served as the GM and Sales Manager of ESPN Cleveland from 2006-2022. He has written a sales and leadership series, “Time to Win”, which focuses on coaching relationship-based selling and marketing, and is also involved with numerous boards and nonprofits.

Amanda Brown: Amanda has spent her entire twenty year career in sports radio working for the worldwide leader in sports. Currently responsible for creating and implementing the programming strategy for ESPN LA 710, Amanda has enjoyed nearly twelve years with the LA based brand after spending nearly six years in Bristol, CT producing national shows for the ESPN Radio network. Her career started behind the scenes in Dallas, TX where she worked as a producer at ESPN 103.3.

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Barrett Blogs

7 Years of BSM and The Official Announcement For The 2023 BSM Summit

“Fast forward to now, and where this thing has advanced to is far beyond my expectations.”

Jason Barrett

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Apologies in advance if some of this column feels like I’m giving myself and our brand a pat on the back. I am. When this company launched, many assumed I was just writing a few articles and biding my time until another programming job popped up. I had a number of friends say ‘there’s no future in sports radio consulting‘ and after putting my programming career in the rear view mirror to go home to NY, I wasn’t sure what was in store for me.

What I did know is that my interest in doing the same thing that I just did for the past decade in three different cities was gone, but my interest in working with brands and individuals was still very much alive. I loved creating and programming 95.7 The Game but my choice to come home was driven by personal reasons, not professional. I wrote in great detail about it back in February 2015 so if you’re not aware of my story and want to know more, click the link.

Some of you do know these details already so I’m not going to repeat myself. I also don’t like talking on this website about personal issues because that’s not what brings us together each day. Media news, insight, and opinion does. But when this day rolls around each year, I hope you can understand why I take a moment to celebrate it. I moved home with no job, no plan, and no business but 7 years later, here we are are still ticking.

Launching this company has been the best professional decision I’ve ever made. Erika Nardini just had this conversation recently with Mark Cuban and he said taking a leap when you have nothing is the best time to do so. As crazy as that sounds, he couldn’t have been more right. That said, it’s pretty humbling going from successfully managing a top 4 market brand and earning six figures to being unemployed with no income and not being sure what you want to do. There were many days where I wondered ‘what was this all for?’. I hadn’t been without a job for a long time but I didn’t want to rush into something I wasn’t excited about especially since I knew I had to take care of my son and wanted to set a good example for him.

When I announced I was leaving San Francisco, I said I’d consider staying with the company if a position could be created that would allow me to work from NY and travel to help brands. Entercom back then wasn’t as big as Audacy is now, so that wasn’t an option. That led to small talk about consulting but quite frankly, I had no interest in doing that. I thought consulting was something folks did at the end of their careers or others used as a temporary excuse to explain what they were up to after leaving a job. I was 41 at the time and felt I had two decades left to give to the business, and if I was going to go down that road, I’d do it differently.

As I began to clear my head and think about what was next, I decided I was going to create the position that Entercom didn’t have available except rather than being exclusive to one group, I’d be accessible to all of them. I wanted to make a difference in multiple cities and expand my reach beyond radio. Now I work with brands involved in radio, TV, podcasting, social media, sales, sports betting, etc..

I’m also very entrepreneurial, so the idea of building a digital company that focused on covering the sports media business had great appeal to me. I built my radio career by doing everything early on and saw that as an advantage. Back in 2015, there were outlets covering the radio business, but none dedicated to sports radio. Even the newspapers that wrote about sports TV and other media issues, often examined them with folks who hadn’t been on the inside for quite some time. I had recent experiences programming brands in three different parts of the country, I learned how to build a website, I didn’t mind selling myself, and I wasn’t restricted from writing and sharing my honest and candid opinions. That helped me give BSM life and a voice. I also had one other advantage. I was talking weekly with industry people, going to different cities to work with multiple groups and seeing up close why certain things worked and others didn’t. That helped me tell better stories, build deeper relationships, and assist clients with greater knowledge.

Fast forward to now, and where this thing has advanced to is far beyond my expectations. I’ve been presented with opportunities to work with groups I never expected. I’ve had people reach out to present opportunities, including purchasing the company, that others would be shocked were considered (Btw I’m not looking to sell). Our brand now generates hundreds of thousands in traffic per month thanks to an exceptional team of 20 writers which produces 35-40 pieces of content per day on the sports and news media industry. In fact, August was our best month of traffic this year. We were up 30% year over year. We create 5 podcasts per week, distribute multiple newsletters, consult a strong amount of media brands, sell and work with advertising partners to help grow their businesses, deliver content through social media channels that are followed by thousands of people, and host an annual conference, which is well attended and supported by industry professionals and broadcast companies.

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Which brings me to the next part of this column – the 2023 BSM Summit.

After hosting our last two shows in New York City, I told all in attendance that our next event would return to the west coast. Finding the right city and venue takes time, and this one was tough because there were great options in Las Vegas and Los Angeles, but after reviewing the possibilities, I’m thrilled to share that the 2023 BSM Summit will take place in Los Angeles, California at The Founders Club at the Galen Center at the University of Southern California. The dates will be Tuesday March 21st and Wednesday March 22nd (we didn’t want to do dates that conflicted with the NCAA Tournament). Show time both days will once again be 9a-5p PT.

I couldn’t be happier with this location. The space we have to work with is fantastic, the people involved with USC have been great, and to bring a room full of sports media professionals to the USC campus will be awesome. We’ve also partnered with the USC Hotel which is within walking distance of our venue. Room rates and ticket prices for the Summit can now be found on BSMSummit.com.

I know everyone will start texting, emailing, calling, and DM’ing to ask about tickets, speakers, sponsorships, the after-party and awards show, etc.. I’ll have follow up announcements coming soon about the first few speakers we’ve lined up. Most people attended the 2022 show live, but some checked out the show virtually too. I’m not sure yet if we’re going to make this one available virtually. If we do, we’ll announce it on the site at a later time. Like anything, if enough people want it we’ll find a way to get it done. In the meantime, Stephanie Eads is setting up conversations with former and future conference partners so if you have a sponsorship question, hit her up by email at Sales@BarrettSportsMedia.com.

One thing I do want to ask of those who are planning to attend the Summit, email me to let me know what you’re interested in learning about at the show. We’ve been blessed to have some incredibly smart, successful people in the room, but as cool as that may be, I want to make sure folks return to their buildings afterwards with information to improve their operations. This only works if you take the knowledge and use it to help your brands and people. If anything in particular is of interest, please let me know by email at JBarrett@sportsradiopd.com.

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As I look ahead to year 8, I’m extremely bullish on continuing our momentum on the sports media side. We’ve just added Eddie Moran as a new features writer, and if it makes business sense to add more writers or create additional podcasts down the line, we’ll examine those opportunities as they arise. A few years ago it was just Demetri and I running the day to day business. Now we have Stephanie, Andy, Garrett Searight, Arky Shea, Alex Reynolds, and Eduardo Razo involved, and though having a larger staff doesn’t guarantee success, I like how we’re positioned. If anything, our focus now is on doing impactful work not busy work. As much as I’d love to keep everyone and never stop adding, running a business effectively requires regularly examining what is and isn’t working. Having people involved who are passionate and consistently reliable is vital. If they can’t be then it means the fit isn’t right.

Having said that, I believe we can always get better. As we move ahead, I’m counting on my team to find and create more original content, strengthen and increase relationships, gain a stronger grasp of SEO, and collectively, we’ll work on improving our digital marketing to promote our content and develop better affiliate partnerships. One way the industry can help us in return, let us know when you create something on-air that might fit the site. Most of what we gather comes from finding it ourselves yet content gets created daily on sports TV and radio. We’re not going to write stories about sports opinions but if it’s media-centric, a heads up helps. So too does sharing our content on social media.

Though BSM is an integral part of our company’s future growth, I am equally as bullish on building Barrett News Media. We started BNM on September 14, 2020 and our first year was slow. We needed to dip our toe in rather than dive in head first, but over the past 9 months we’ve increased our relationships and our readers are now starting to see what we’re capable of. We’ve assembled a strong cast of news writers, reporters, and columnists, and just added to our team last week with the addition of Joe Salzone. Adding writers and consulting clients remains an ongoing process, and make no mistake about this, I want to help news/talk stations just as I have helped sports brands. Maybe down the line we’ll add a few news media podcasts too, but we have other things to focus on first.

For starters, if you’ve read this website over the years then you’re likely familiar with the BSM Top 20. It’s a series we produce recognizing the best in the sports media industry. It’s voted on by a large number of sports radio programmers and executives, and for 6 years in a row it has been our website’s largest traffic driver. I thought previously about doing a series for the news media industry, but because we had less help, little time, and an unfamiliar brand, I held off.

But that’s about to change.

Later this year, we will introduce the very first BNM Top 20 of 2022. This will include voting participation from news media programmers and executives, with the goal being to showcase the best national radio shows and podcasts, and the top local stations, shows, and PD’s from both the major and mid markets.

It will be a giant undertaking but it’s long overdue for our brand. Though I’m sure the process will be exhausting, I’m looking forward to sharing the results and shining a brighter light on the news/talk media business. When I’m ready to announce the dates and schedule for the series, we’ll reveal it here on the site and across our BNM social media channels. Stay tuned.

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As I bring this column to an end, I’ll end by sharing a few things that have surprised me over the years. First, I’m seeing less interest the past 3 years from younger people becoming programmers than I did between 2015-2019. Is that because of the pandemic? The rise of sports gambling? A lack of confidence in the radio industry? As someone who’s helped 15-20 brands find and hire brand leaders, and talks to more people than most, that’s concerning.

I think sports radio also needs to do a better job of grooming people for these roles and showing them a path to long-term success. PD’s should be more actively championing their people for growth too than they do. If you value someone and want to see him or her reap the rewards for their hard work, you have to look beyond how it’ll affect your day to day duties. Focus on the big picture, not just what makes your life easier.

What should concern executives is the fact that in the past five years, sports radio has lost Armen Williams, Jeremiah Crowe, Joe Zarbano, Adam Delevitt, Tony DiGiacomo, Terry Foxx, Brad Willis, Chris Baker, Tom Parker, Jay Taylor, Kyle Engelhart, Hoss Neupert, and John Hanson. I’m sure I’m missing a few too. That’s a lot of programming experience out the door including some with decades left to give to the industry. Maybe some weren’t built for the job long-term or others were kicking down the door and ready to lead but in most businesses, if you saw that type of change in key management roles, you’d be questioning if it’s an industry you want to be a part of. If the veterans don’t stay or become too expensive, and the leaders of tomorrow aren’t sticking around, where does that leave us?

From the talent end, how are you helping yourself when there isn’t a job to chase? If the only time you contact a PD is to ask about a gig, don’t be surprised when your calls go straight to voicemail. Relationships are a two-way street. Build them when there’s nothing to be gained and you’ll be amazed at how it pays off later. By the way, that goes for me too. I get asked by a lot of people to find time when there’s trouble in paradise but when life is good, crickets. Those who keep in touch and support BSM/BNM whether that’s through a monthly membership or buying a Summit ticket have more success getting a hold of me. I’m not trying to be a hard ass but I’m not an agent, so building your career isn’t my priority. Taking care of my family and business partners is. However, I do help people and make time for many, but it’s got to work both ways. My members and clients know they can ask for something and receive an answer. Others I’ve built and maintained relationships with receive the same. But if you’re counting on me to help you find work and gossip about the business with you, I’m not your guy.

If there’s been a winner the past 7 years it’s been the growth of sports betting. As other categories have produced less, sports betting has emerged as an important growth driver for the sports format. And this has happened with most of the country not even legal yet. As more states give the green light to legalize sports gambling, revenues and content opportunities should follow. We will likely reach a point where consolidation comes into play and certain brands and companies overload their content in a way that makes them insufferable to listen to but for every few setbacks there are far greater reasons to be optimistic. In the past 7 years we’ve seen Amazon, Facebook, Apple, and YouTube become big players in sports television. Might FanDuel, DraftKings, BetRivers, Fanatics, Barstool and others do the same in the sports media space? That’s going to be an interesting follow for sure.

Knowing how everything can change in an instant, I take nothing for granted with BSM and BNM. This could all end tomorrow, and if it did, I’d look back on it as the best days of my professional life. I want to keep growing as a professional, while remaining an asset to my current partners, and finding ways to work with new brands and companies in both sports and news media. I’m also enjoying hosting a podcast again, and if you haven’t checked out The Jason Barrett Podcast, the latest episode with Colin Cowherd is a good one to start with.

The future for sports and news media may change but both will remain viable and important. I love that we’ve been able to be a small part of this business each day for the past 7 years, and I hope to make the next 7 years as fulfilling as the past 7. If I’m able to do that, it’ll mean the 20 years I spent in studios were needed to make a nationwide impact from a home office.

So on behalf of our entire team, past and present, thank you for reading the twenty thousand pieces of content we’ve produced since 2015. None of this is possible without an army of BSM/BNM supporters. I hope to see you in Los Angeles this March for the 2023 BSM Summit.

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The Podcast Movement Conference Made a Mistake Rejecting Ben Shapiro

“If this is a conference about podcasting, and you have someone in attendance who excels at it, has a massive following, and their company is supporting your event as a sponsor, why are you treating them like a disease?”

Jason Barrett

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I’ve had the pleasure of attending multiple Podcast Movement Conferences over the years. Those involved in putting the event together do a fantastic job creating an action packed agenda full of accomplished speakers, and the visual displays and access to different brands and industry professionals have always been nothing but positive. It’s why I was disappointed this year when my schedule didn’t allow for me to make the trip to Dallas.

So imagine my surprise late last week when I learned the conference took a stance against Westwood One radio host and co-founder of The Daily Wire, Ben Shapiro

Shapiro’s company was a sponsor of this year’s show, and according to reports, the well known podcaster and radio host wasn’t registered for the event. He made a brief appearance at his company’s booth, shaking hands and taking photos with fans who stopped by to say hi, and his mere presence at the show led to some protesting his involvement on social media.

After learning Shapiro had stopped by, the Podcast Movement Conference posted a series of tweets which said “Hi folks, we owe you an apology before sessions kick off for the day. Yesterday afternoon, Ben Shapiro briefly visited the PM22 expo area near The Daily Wire booth. Though he was not registered or expected, we take full responsibility for the harm done by his presence.”

The conference added, “Those of you who called this “unacceptable” are right. In 9 wonderful years growing and celebrating this medium, PM has made mistakes. The pain caused by this one will always stick with us. We promise that sponsors will be more carefully considered moving forward. No TDW representatives were scheduled to appear on panels, and Shapiro remained in the common space and did not have a badge. If you have questions, we’re here to talk. Thank you for reading, and we hope you’ll continue to join us from here on out.”

A quick search shows that Shapiro has one of the top performing podcasts on the charts. According to Westwood One, it is downloaded over fifteen million times per month. In addition, his radio program is carried on hundreds of radio stations, he has 13 million followers combined between Facebook and Twitter, and his company, The Daily Wire, adds another 5.5 million supporters to the mix. They also showed they were supportive of the conference by making a financial commitment to sponsor a booth.

Having explained all of that I was stunned that the Podcast Movement Conference took this position. Let me be clear, it was a mistake. Their stance has led to a flood of negative attention over the past 72 hours, and it all could’ve easily been avoided. Though their next event is still a year away, given how much attention this story has received, it could have a carry over effect on future sponsorships and attendance. Only time will tell.

As someone who runs an annual conference, albeit much smaller, I know how hard it is to put an event together. What the Podcast Movement organizers put together each year requires a herculean effort, which is why I’m baffled that they picked sides in this situation. The media industry is large and full of people, brands and companies with different views and approaches to business and everyday life. The second you start judging and making decisions based on personal beliefs and/or social media activity, you’re in trouble.

I’ve long maintained that if someone works in the sports media industry and wishes to learn and share information to help improve the business, they’re welcome at our BSM Summit. We make changes to our schedule each year based on what we feel is topical for the attendees but we don’t discriminate, support one brand over another or allow personal views to dictate if someone can or can’t be present.

Case in point, at our March conference, I had a few people privately upset that I asked Craig Carton to speak. Craig’s prior arrest and time served in jail is well documented. First, I have a ton of respect for what Craig has accomplished, and I believe in second chances, but personal views aside, he’s the afternoon host in the nation’s largest market working for WFAN, a top rated sports radio brand. History has shown that he’s damn good and successful, and more than qualified to speak on the subjects we cover at our event. When a few folks expressed their displeasure with my decision I told them ‘If you’re not a fan of Craig, don’t attend that session. If it bothers you beyond that, I understand if you can’t attend the show.’

Quieting the noise gets easier when you focus strictly on the business. Making everyone happy is impossible when you organize an event, but if you allow multiple viewpoints to be present in the room, you end up in a decent place more times than not.

You also have to remember that social media can make things appear worse than they are. Is the issue you’re dealing with being raised by conference partners and supporters who attend the event each year or from someone who’s not in the building and thrives on creating a social media firestorm for the causes they oppose and fight against?

Some may recall that I dealt with a few headaches in 2019 prior to our LA Summit after folks involved with groups that had no interest or desire to attend our show started trying to create a controversy out of nothing. Though it was frustrating playing defense on Christmas night when individuals from the New York Times, Deadspin and WNBA teams started poking holes in our conference’s flyer, I learned an important lesson. As long as you do the right thing and have the support and trust of your friends, family, attendees, and partners, who cares what others think or say who don’t know you and aren’t in the room for your event.

That’s what I don’t understand here. Is Shapiro not one of the most successful podcasters out there? Was his company not a paying partner of the event? If this is a conference about podcasting, and you have someone in attendance who excels at it, has a massive following, and their company is supporting your event as a sponsor, why are you treating them like a disease? Most would roll out a red carpet for someone with Shapiro’s track record of success not publicly condemn them for showing up and sponsoring the show. I know I would. I’d also do the same for someone who’s equally successful and views the world the exact opposite way.

I can’t help but wonder how folks at Westwood One feel about this incident. Don’t they promote and support this conference and include their people in the event? Think they might object to one of their top personalities being treated this way? Furthermore, how about the talk radio format? It’s no secret that most of the programming on news/talk radio stations leans right. A number of top performing podcasts follow a similar path. It’s safe to say that most in the format are going to support Shapiro, and I don’t think that helps the conference with attracting future business and participation.

To be clear, I don’t listen to Ben Shapiro’s podcast or radio show, and I don’t read The Daily Wire. I only point that out because I don’t want anyone to assume that I’m supporting him because of personal interests or a professional relationship. We’ve never spoke or crossed paths. My opinion is based solely on the facts surrounding this situation, nothing else.

That said, I understand Ben has shared opinions that some take offense to and I don’t blame those folks for not wanting to be around him. But there’s a simple solution, don’t go near him or his booth. It’s the same thing I tell people who don’t like a particular radio station’s hosts or a piece of content on our website; if you don’t like it, don’t read or listen to it. The Podcast Movement Conference takes place in a large convention center. There’s more than enough room to keep everyone separated and happy. Last time I checked, there were attendees in the room who stopped by to meet Ben at his booth. Do they not count?

Look, you don’t have to agree with Shapiro, but this is a podcasting business conference, and it’s something he’s done at a higher level than most. That qualifies him to be there. You can’t get in the middle and start determining who is and isn’t allowed in based on personal beliefs or trying to please agenda driven people on social media. Would Podcast Movement tell Joe Rogan, one of the most successful podcasters out there, that he couldn’t attend if people who didn’t like his views on Covid-19 protested? What’s next, not giving out industry awards to stations and individuals who we don’t like or agree with? When does the insanity end?

Here’s the reality, there are likely other sponsors and attendees in the room who have views that some may consider offensive. Our content and advertisers aren’t just supported by good, honest people. There are thousands, if not millions, who listen and support us who are shady, sick, and morally bankrupt. That’s beyond our control. Our job is to inform and entertain, and make people care enough to come back regularly. If we do that well, sponsors will follow. Keep those things happening, and everyone remains satisfied.

Moving forward, the Podcast Movement Conference has to decide if it wants to be open to all or only to some. I root for the conference to do well. I’ve enjoyed attending previous shows and hope to attend future ones. But if they expect to maintain support and enjoy future growth, learning from this situation is important. There’s much more money in staying neutral than alienating one side of the room.

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