Thirty years in any business is a long time. In radio, it’s an eternity. For Mike Francesa, it’s never been about surviving corporate changes, the loss of a radio partner, increased competition or the rise of technology. It’s been about competing and being the very best. Anything less than “numbah 1” wasn’t good enough.
But despite three decades of ratings and revenue success, Mike will find himself in unfamiliar territory on December 16, 2017. That Saturday morning, the king of New York sports talk will wake up for the first time since 1987 as a man without a microphone and radio station.
It’s no secret that Francesa and WFAN are going in separate directions. Chris Carlin, Bart Scott and Maggie Gray have been tabbed by program director Mark Chernoff to lead the station forward in PM drive, a move which is under heavy scrutiny. Fans were hopeful after Craig Carton’s exit in September that WFAN executives and their longtime franchise player would find a way to extend their relationship but unfortunately nothing changed.
Whether you’ve been a Francesa fan or critic, his success and impact on the radio industry can’t be denied. His rise with Chris “Mad Dog” Russo to the top of the ratings in New York breathed life into the sports radio business during a very important time in the format’s infancy. Had Mike and the Mad Dog not produced results, who knows where the format would be today.
But it didn’t stop there. Russo left the show in August 2008, and rather than adding a partner, Francesa began performing as a solo act, delivering the same type of impact that he had for the prior 19 years. That success added to his legacy, and cemented his position on the Mount Rushmore of sports radio talk show hosts.
For most personalities, that would be enough, but Mike hasn’t reached the end of his broadcasting journey. In fact, he remains interested in continuing to work. Fans will have to live without hearing him during the upcoming winter months but come April, Francesa says he plans to sink his teeth into something new. What that will be and how often he’ll do it remains to be seen, but whatever he chooses, it’ll be on a different outlet than the one New York sports radio listeners have been accustomed to finding him on for the past three decades.
I had the pleasure of spending time with Mike in his office last week to reflect on his run with WFAN and examine a number of different areas of the radio business. As usual, he was candid and provided plenty to think about, two of the biggest reasons why he’s been one of the most successful sports radio personalities in our format’s history.
JB: How much have you allowed yourself to reflect and appreciate the process leading up to your final show?
MF: I’ve absolutely thought a lot about the show and the different moments that have happened throughout the years. Everywhere we’ve gone this year the crowd’s have been overwhelming. I thank the fans enormously. We’ve had the most loyal and consistent fans the past thirty years that you could ever even hope for and I’m very appreciative of that.
Leading up to the final show, in our business you spend a lot of time planning ahead. Right now I’d normally be looking to the Super Bowl, Spring Training and even April. You’re always trying to work 4-6 in advance but I haven’t done any of that so that’s very different from the normal course of business. There’s a finality to every part of it. As I’ve gone past each month, you check them off and realize there’s never going to be another September or October doing shows so from that standpoint I’ve tried to appreciate it and be a little more reflective.
JB: What are you going to miss most and least about the job?
What I’ll miss most is the idea that there’s a big happening and I know the city is waiting for me at one o’clock. That’s been my life for thirty years. To know the city isn’t waiting for me anymore will be a big adjustment.
JB: Who would you put at the top of the list among your favorite guests from over the years?
MF: There were some guests who performed above the call of duty on the show. George Young was one. David Stern was another. They not only brought a great performance level but they brought this curmudgeonly playful attitude that made them great guests.
The one that got away was Joe DiMaggio. Dog and I tried very hard to get him on the show. We even got Ted Williams to ask for us. We just couldn’t get him.
JB: Which memorable moments from the show stand out the most?
Back then they used to just take you off the air. They’ve learned their lesson and changed that stance thankfully. Look at me, right now I couldn’t be more of a lame duck. There’s a new company I’m not part of. There’s a new show already named. I feel like the President after election day. You have people just waiting to push you out of the office.
JB: When did you know the show was a success and had influence?
MF: I knew the show was a success when we got the first book. We were third after they had been eleventh. The second book we were first and life changed. They ripped up our contracts, we were the toast of the town, there were headline stories, and we were big stars.
The first time though that I knew it had impact was when the Giants called and asked me to MC a dinner they were doing. That was about six months into the show. I was like “Whoa, the Giants are calling me?”
JB: So with all of these great moments and tremendous success, why leave?
MF: They made me a bunch of offers and asked what it would take for me to stay for a year, but we never really even seriously negotiated. I told them I really wasn’t into it. I didn’t want to stay just for money. I always felt you don’t stay in things just for money.
It was very important to me to leave on top. I didn’t want to be one of these guys who used to be number 1 and now you’re number 28. I couldn’t live that way. I wouldn’t be comfortable with that.
I’ve driven these guys exceedingly hard to finish 1st in the final book. With a few weeks to go we’re first but it looks like it’s going to be a dogfight with one of the music stations. That’s what’s important to me and that’s what we’ve been striving for. I wanted to go out the same way that I came in, on top.
JB: How much of this has to do with Entercom taking over and working for a new company and possibly facing different economic realities?
MF: Some of the reports that have been out there have been so wrong. I had dinner with David Field. He wasn’t able to talk about certain things because the merger was pending but this notion that the company was trying to cut my salary is not true. They offered me the same amount that I’m making right now.
This wasn’t about money. I just thought a few years ago that it was the right time and nothing made me think it wasn’t the right time to go. I still believe it’s the right time to move on.
It had nothing to do with Entercom. Whether I agree with what they’re going to do going forward or not doesn’t matter. I’m not even going to know what they’re like for six months. They were not an issue at all.
JB: How close did you come to reversing your stance following Craig’s exit?
MF: After the Carton thing happened I said “if you really need me to stay then we’ll discuss it.” We had one meeting about it and they said they did not think it was a big deal and didn’t think it would change things at all. I said OK and that was it.
JB: So if that is indeed the case and this is it for you with WFAN, what is next?
MF: I want to produce content and do some new things. I don’t want to not work at all. I will not do Monday thru Friday. I’ve been offered book deals and rejected them because I don’t think I’m an author. I still have a lot to say and there are many ways to do that and I’m looking at some of them.
The way it’s set up I can’t do local radio, network radio, satellite radio or podcasts until April 1st. TV’s not in there but I’m not sure how much of that I want to do, especially the conventional way. I’m much more into digital and the new wave of TV, the Amazon way, the Netflix way and the different ways they distribute video content.
JB: This radio station has endured losing high profile stars like Russo, Imus, Carton, Sid, etc. Your departure will soon be another major test for them. How has WFAN been able to continue thriving after losing such key people?
MF: We built something strong that had legs. It will endure past me. The Fan has been built on a strong enough foundation that it will be here fifty to a hundred years from now. It’s become part of this town and culture. It’s an iconic brand.
They still have to make the right decisions. If they don’t, it can lose its way. We’ve seen that happen in other cities. It’s not The Fan’s birthright to be on top and it is tough to replace a very successful show but it does happen. Imus got replaced.
Mark always has an idea of what he wants to do. This was not done without any thought process. How it’s going to do? We’ll see.
JB: The news of the new afternoon show hasn’t been well received so far, although they haven’t even done a show yet. Your former partner in particular was pretty upset. What’s your reaction to the station going in this direction?
MF: First, Dog can talk about the individuals all he wants. He’s earned that right. But from my position, the less said the better. I don’t have much to go on. None of these people have ever had any real radio presence on this station. I’ve never heard Maggie or Scott do a show and I haven’t even really heard Continent do a show so what they’ll be as a trio, nobody has any idea, and as individual performers, I don’t really know.
JB: Let’s be fair too, whoever goes in after you, is going to be under intense scrutiny the second they step into the studio. How long of a leash do you think a new show deserves?
MF: You have to give the new show at least six months. The first book will not be a great indicator of anything. Plus it’s a Winter ratings book. Take a look at the end of the Spring book and see where you are. That’d be a fair indicator.
JB: I recognize you’re not in the advice business, but having done this successfully for as long as you have, what advice can you pass along to the new show?
MF: They need to be themselves. You can’t manufacture something that’s not there. Chemistry is something they have to develop. They have to figure out their roles and ones that each of them are comfortable with and then play to their individual strengths. That’s their mission. What they have to realize is that it’s never going to be a case where each is responsible for a third of the show. That’s silly. It just has to have a feel.
JB: The competition in afternoons has been stronger too. How do you think that affects the patience with the new program?
MF: For the longest time, we were the only show the other station went head to head with locally. That was done by design because they knew they’d get destroyed if they put in a national show against me. Network shows only have a certain level they can reach.
There’s going to be some back and forth. The other station feels they’re in a different position now. They’ve never won. They’ve always lost. They’ve been beaten up for so many years that they think this is an opening but they felt the same way when Dog left and that door didn’t open for them. We’ll see this time if they are more vulnerable.
JB: Mark Chernoff is responsible for making the move. The two of you guys have had a lengthy working relationship. How would you describe it?
MF: We’ve had the typical talent to program director relationship. There are days he will try to push me to things I don’t want to do. He might be right or wrong. We’ve had our fights and arguments but we’ve also gotten along really well.
Mark’s greatest strength for me is that he’s a genius on understanding the ratings and how they work. There are certain things you can do and I’m sure he’ll teach the new show and they really need to listen and understand.
A lot of talent won’t take the time to learn this part of it. Some pay no attention to ratings. You can like it or not but if you don’t understand it you’re out of your mind and short selling yourself. That’s how you’re going to be paid.
JB: How surprised are you by the lack of interest from some personalities towards learning and understanding the ratings game to help their longevity and earning power?
MF: Our business is subjective. You’re not going to please everybody all the time. Your job though is to produce ratings and revenue. It’s the only thing that will sell the day. To not understand how they work and what tricks you can do in your show to have success is very important. There are some things that you don’t want to do in a half hour that’ll cost you. When you want to break and stuff like that. Some people think “all I have to do is promote ahead and I’m fine.” No No No. There’s a lot more to it than that.
I remember Mel Karmazin had this meeting years ago and turned to one guy and asked “what’s your job.” This executive went into this long ten minute answer full of a bunch of baloney and Mel turned to him and said “let me put it simple – you’re job is ratings and revenue – and don’t forget it on your next job.” He fired him.
JB: Sticking with the subject of ratings, you’ve said before that you feel the sports radio industry is going after the wrong demographic. You believe Men 35-64, not Men 25-54, should be the target. How come?
MF: Trying to get this business to change something, forget it. They are so slow it’s glacier speed. This is such a no-brainer. We are so much healthier and living longer. Our life expectancy is now into the mid 80’s. The people 55 to 70 have incredible earning power and more money than anybody in this country. They have the life to spend it and the time to spend it.
The way the world works with student debt and the economy, kids aren’t even leaving home until they’re 30 years old. They can’t afford anything at 25 years old. If they’re buying their first home it’s usually on a shoestring budget and they’re getting help from their parents. You think that’s your market? They’re not your market. Your market is the baby boomer and people 40-65 who have all the earning and spending power in this country. To turn away a good part of that audience is insane.
JB: How do we fix that?
MF: The entire ad buying community has to grow. Using GQ as an example, I read them and look at their ads for clothes and they’re all geared towards the twenty year old’s. I buy more clothes than they do. They don’t target guys like me and they’re out of their minds. We’re the ones who go out to fancy dinners, buy expensive suits and jewelry and drive a mercedes. The guy 20 or 30 isn’t doing that. He’s two hundred thousand dollars in debt and lucky if he even has a car.
If I was in the advertising business I’d be saying “gear everything towards the guys 40-65 or 70, they have all the money and time.”
JB: One of the biggest challenges for radio has been the emergence of digital. How do you think that’s impacted the industry?
MF: The radio business has got to find itself and decide what it wants to be. The audience has not gone anywhere. What our industry has done, is they think it’s gone somewhere because they’ve been scared off by technology and they’ve chased digital to the detriment of their regular radio audience.
I’ve fought everybody in the business over this. Radio is live and local and the business is still there. The digital money has never been there. No one knows how to monetize it and it’s so new that you’re not even sure what you’re selling as the business changes from Facebook to Twitter to Instagram to Snapchat.
What radio does know how to do, this commercial sells that car. This commercial sells that restaurant or store. That has never changed but they’ve gotten away from it and radio has to get back to its roots or they’re going to wish they did.
JB: But social media has become an important way for people to engage, find content and connect to brands. Podcasts are another platform gaining in popularity. Don’t those matter?
I’ve railed against podcasts because nobody makes any money on them. When did we decide everybody gets a radio show? We didn’t. But everybody now has a podcast.
Radio has chased empty dollars. There’s nobody at the door saying you can’t enter. So everybody enters. Unless you go into a podcast with a radio brand and audience, you’re not going to make money or create a big enough audience to support what you’re doing.
JB: When you look at where the industry is today compared to where it was before, do you think it’s still an attractive profession?
MF: The job of talk show host has become a great job. When I started the talk show host was not a big deal. The columnist was the big guy and he looked down at the radio host. We turned it into a profession. Kids are now going to school to pursue becoming a talk show host. In most cities in this country, the talk show host is now the number one difference maker or tastemaker in that town. To me, that transition is one I’m most proud of. Mike and the Mad Dog gave the job enormous credibility and attention.
JB: You mentioned Mike and the Mad Dog, knowing that this was going to be the final run for you with WFAN, was that why you gave the green light on doing the 30 for 30 episode?
MF: The Mike and the Mad Dog 30 for 30 I did for two reasons. The first was my kids asked me, and the second was because Dog asked me. My first inclination was not to do it because I’ve had a bad relationship with ESPN.
When they did the twenty fifth anniversary piece, I was the only one who wouldn’t do it. Even Imus did it. Bill Simmons said “I can’t do this unless you do it” and I said “I’m not doing it for ESPN.” He still keeps busting my chops about it because I did the 30 for 30 but didn’t do his thing.
Plus the guys who did it I broke into the business with. Danny Forer and I worked together in 1983, and Ted Shaker was one of my first bosses at CBS. He ran the NFL Today. I’ve known those guys for thirty years so that also made it a lot easier.
JB: Watching that film reminded me of how important it is to create something unique. Now, the world is cluttered with content choices and cutting thru is harder than ever. What do you tell a young person who’s starting out today and contemplating a path as a talk show host?
MF: It’s easier to get on the air now than it ever was but it’s also harder to break thru because there’s so much noise and clutter. You have to have an opinion and a presence that cuts thru. It has to be real and yours. That’s the key to success.
JB: In following your career, maybe I missed it, but I don’t recall you ever being suspended for something you’ve said on the air. Some personalities today feel they’ve got to deliver opinions that generate headlines and rattle a few cages to stand out. By doing so though they can risk losing their job. What are your thoughts on the need to push the envelope to cut thru the noise?
MF: I’ve never been suspended or reprimanded and I’ve never had to apologize. I attack people from a sports standpoint. I don’t attack people personally. I never bring their families, girlfriends or wives into it. I don’t do T & A or guy talk. I don’t believe in that.
I’ve always looked at my show as being a sports argument. It can be fierce and take the paint off the walls, but it’s going to be based on something that happened on the field or something that has an impact on the team.
The guys who want to push it and get involved, stay out of a tragedy. A perfect example was the Roy Halladay situation and how it was discussed by the guys in Boston. That’s not your business. You weren’t there. You don’t know anything about it. He has a wife and kids and cities that love him. Maybe he was reckless with his plane, but where do you get off thinking that’s your business? That’s a winless situation. There are times you have to stay out of stuff. You don’t belong in other people’s pain.
JB: Another area of the business which has changed has been the increase of political commentary in sports radio programming. Do you believe we’re going to see more of this going forward?
MF: I think the political explosion in sports talk has more to do with this President. He’s so polarizing because he touches so many parts of culture. He’s a TV star first. Without his show he never becomes President. We knew him in New York but they got to know him in living rooms across the country because of The Apprentice.
People who voted for Trump saw him as success. He brands himself that way. He breaks across certain barriers because some people see him as having the life they wish they had. He has the pretty girl, the jet, the money, the fame.
We are so polarized now that everybody sticks to their own opinion and nobody wants to have a political conversation. That’s made things much more agitated and tougher to get any consensus. There’s no middle anymore. What we’ve seen leak into all of these shows is really the Trump factor more than a political factor.
JB: Let’s talk about your own methods to hosting a successful program. How do you know when you’ve had a good or bad show?
MF: Any good show is fast moving. Anything that drags is bad. There’s a big difference between the two. Show’s can change on a dime. You have to realize ahead of time and during the show when it’s time to reverse the topic. You have to have an instinctive feel for what is and isn’t working as a performer. If that is not inside you, you’re going to have a hard time being special at this.
You know when you’re giving your audience a reason to stray. You won’t hear my show go into seven topics in seven minutes. I focus my shows because I don’t think you can move your audience all over the place.
It’s even more of a challenge when I’m doing a live show. I don’t ever give the audience a chance to chat among themselves. You never want to give the audience dead time during a live performance. That’s deadly. They’ll start talking to each other and then you’ll never get them back. If you put an intermission in there, you’re out of your mind. The show should never stop moving.
JB: I’ve noticed over the years that you haven’t placed a strong emphasis on using production, sound or teasing. How come?
MF: The show is me. Some people need a lot of sound and bells and whistles. I don’t use any of it. I don’t even use music. You have to understand though what you have to do. That means handling all the transitions and segues. It’s harder to do a show this way because it’s a lot more work but it’s something I believe in.
JB: As we look to the future, what would an induction into the radio hall of fame mean to you?
MF: The radio hall of fame would mean a lot. They put us in a voting category and we thought we had a chance but we finished second to Michael Savage. Credit to him. He earned it fair and square. I think Mike and the Mad Dog deserve to be in there and if we go in together that would be just fine with me.
JB: Along those lines, 10-15 years from now when people look back on your run at WFAN, what do you want them to remember?
MF: I hope that they remember that during the time I was here I dominated. That’s what I set out to do and I did that.
JB: What do you have planned for the final show?
MF: The day before the final show I’ll be broadcasting live from the Museum of Broadcasting with a number of guests, family, WFAN people, a small audience of about 200 people. We’re not selling tickets to that. We’ll just be giving some away.
The final show will just be me. I’m not letting anybody in the studio. I’m not doing any media that day. I even told my family to stay home and listen to it. I’m coming in, doing a show, talking to the audience, no guests, and then I’m getting up at 6:30 and leaving.
The last 10-15 minutes will probably just be me. I’m not going to script it. I’ll have thought about it obviously but I’m just going to let it go and then that’ll be it.
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.