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How Much Value Do Hosts Place on Radio Row Broadcasts?

Jason Barrett

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It was one year ago when I wrote a lengthy piece on the challenges associated with broadcasting live on radio row during the week of the Super Bowl. I tapped into a few program directors and top salespeople to gain their perspectives on why the week on the road for their brands does/doesn’t matter.

As insightful as last year’s column was, I realized that one key part was missing from the conversation. The viewpoint of the people who it matters most to – the on-air talent.

It’s easy to sit in a conference room and debate the merits of sending your shows on the road or crunch numbers in an office during budgeting sessions and eliminate travel and remote broadcast expenses because it’ll make your bottom line look better but there are certain things in business that you do because it’s important to your people, your brand image and your audience.

For example, how would your perception of a NewsTalk brand change if their key programs weren’t live at the Republican and Democrat national conventions? To make those events work, extra dollars must be spent and sometimes sponsors don’t want to get involved because they don’t want to be branded as supporting one side over the other. If the NewsTalk outlet you receive your information and opinion from though wasn’t there, your perception of the brand and its shows would be altered.

Imagine if a massive rock concert like Lollapalooza was recreated and your favorite rock station wasn’t involved in it. Or if a rap festival was produced and your hometown hip hop station didn’t have a connection to it. You’d wonder why those brands were detached from something significant to the audience and their image would take a hit as a result of it.

Well, the same applies in sports talk radio.

There is no greater event from an audience attention standpoint than the Super Bowl. The NFL is king and responsible for stealing the majority of our free time during the fall. The final game represents the last chapter of the season, and the week leading up to it is when fans become consumed by the storylines surrounding the NFL’s season finale.

From a talk show host’s perspective, this is the nail in the coffin on a year’s worth of conversations. Hours upon hours are dedicated to analyzing, debating and reporting on the NFL each season, and the most hosts view the week of the Super Bowl as one of the most important to their annual schedule. It’s an opportunity to get access to high profile people, uncover interesting stories, receive exclusive access to events they’d otherwise not experience, and it affords them the chance to spend time on the road with their peers and colleagues. That alone leads to strengthening bonds, increasing contacts, gathering information, and enjoying time away from the normal grind. The audience is invited to live vicariously thru the eyes and ears of the talent during the NFL’s biggest week, and in doing so, a deeper bond is developed between the brand and each listener.

What makes topics like this fun to discuss is that there really is no right answer. If your business is hemorrhaging money and lacks interest from sponsors, it’s understandable why you’d pass on sending your hosts and shows on the road. But if every decision you make is tied to whether or not you generate an immediate return on investment, be prepared to be disappointed.

It’s ironic that the radio industry depends on selling advertising to clients, stressing to them the importance of branding. We encourage sponsors to implement a long term strategy and remind them of the need to spend money to make money. We preach how vital it is to stand out from a crowded field and why presenting a powerful image and influencing perception are key in reaching people when it’s time to make a purchase.

What we don’t do is walk in the door with pixie dust promising to sprinkle it on their ads and double their business. That’d be ridiculous. Effective marketing requires consistency and building a strong brand image. If done properly, brands will absolutely benefit from it.

Yet when the shoe is on the other foot, do we follow our own advice? To borrow Hertz’s slogan, not exactly!

There are a myriad of factors that need to be considered when deciding whether or not to send your radio station and staff on the road to the Super Bowl. From the ratings impact, to the perception of the brand, to the economic affect on your company’s balance sheet, everything must be examined. However, just don’t lose sight during that process of how those decisions register with two of the most important components of your business – your staff – and your audience.

To provide a little more perspective I called upon six talented hosts from different parts of the country who have experienced the good and bad of radio row. Making the conversation even more interesting is the fact that they collectively represent five different companies.

For those of you who are scheduled to broadcast next week on radio row in Minneapolis, I recommend checking out this list of restaurant/bar suggestions from 1500 ESPN Twin Cities midday host Phil Mackey. You can thank him in person next week for steering you to the right locations.

Why is broadcasting live from radio row during the week of the Super Bowl important to you?

McKee: I have been to 14 Super Bowls. So, I’ve had plenty of radio row experience. In the mid 90’s it seemed like a pretty exciting deal. We would get a cool collection of guests that we wouldn’t get any other way. However, as the years move along, the quality of guests seems to have leveled off. Also, getting interesting guests is complicated because there is such a strict schedule. Then of course there is the question of whether listeners even care about hearing from any of these people. In addition, we haven’t seen a specific spike in ratings during that week. BUT – if you are a sports station in America and you aren’t there how serious are you? The trick is to use radio row as a home base and actually go out and do the work which means getting off your ass and going to the pressers and the other available sessions. The access to players, coaches and other folks in the sports world is off the charts. If you stay anchored on radio row, you better hope you have a world class producer who can do some pretty extraordinary things or you’re going to be talking to Bill Romanowski about his neuro lean 1 pills. So broadcasting from radio row means almost nothing to me, but being at the Super Bowl feels like it’s very important!

Kaplan: This is my 22nd radio row which is crazy! I look forward to the week of the Super Bowl because I like to be in the middle of the action. If I didn’t go, I would be watching on TV wishing I was there. It’s the sports radio convention, like the Senior Bowl of sports radio. It’s something I feel is important to be in the middle of.

Dawson: It’s important primarily because we are the home of the Cowboys. The NFL is the most significant sports entity in our market and not being there would feel off brand in a big way. Our competition will be there and to my knowledge, I’m not aware of a regular weekday 6a-7p show in my market that hasn’t gone.

Innes: It’s not. I thought it was important to broadcast from radio row when it was in Houston. I host a morning show, so I won’t be getting a ton of guests, and the building will be largely empty. I don’t believe it adds a ton to my actual show. Hosts love to say that they can get more out of guests and that it’s all about the questions. Trust me, when Adam Sandler is on station #20 and has been up for 25 hours, he’s not gonna be excited.

Dougherty: Broadcasting live from radio row is important to me because we want to provide Zone listeners with the best content possible, every day. Radio row at the Super Bowl allows us to do that by gaining access to compelling guests who we normally wouldn’t have an opportunity to connect with. Being there helps us deliver a stream of interesting content all week.

Tierney: Very early in my career, it was probably good for the ego, a self-validation of my place in the business. However, as my platforms have grown, it’s become much more of a bridge…a tool…a continuation of the coverage and insight we’ve provided throughout the season. Although I don’t believe in being guest-heavy day to day, we take great pride in being able to secure “A” list guests throughout the season. This is not only a continuation of that, but in essence, a culmination of a season/sport that we dedicate a lot of time, energy and resources to. I want to be there, I expect to be there.

If you didn’t do shows on radio row during SB week, how would it impact your show?

McKee: If I wasn’t there we would still have a table and a set up to put a guest on headphones but that’s pretty weak. I suppose I’d feel left out. It’s an interesting question though and I’m not sure I have the answer because this will be my 9th straight radio row. I have 6 others sprinkled in over the years. What makes this year particularly interesting is that I pushed hard for our station to go to the Senior Bowl. We have great ownership and management and they made an extremely quick pivot so we could be in Mobile, Alabama this week! The reasoning was simple. The Broncos need a QB, and Mayfield, Allen, Falk and Rudolph will all be there along with the Broncos coaching staff which includes a bunch of new guys who are coaching the north team. The STORY for us is clearly in Mobile not Minneapolis. That always should come first. So I’m proud of my station that we’re doing what’s best for our listeners. We were ready to give up going to the Super Bowl but because Minnesota is such an awful place to go to in February, the hotel costs have plummeted! At the end of the day, we can do both and stay under budget. So, I’m going to both! Guys often bitch about having to spend the time and effort away from home but that couldn’t possibly match how much they’d complain about NOT going! We are a messed up crew of individuals.

Kaplan: I’m not sure broadcasting from the Super Bowl is a ratings winner per se, but from a perception standpoint, listeners believe their favorite show is big time by being on radio row. They enjoy hearing the show talk to people that they wouldn’t normally have face to face access to. It leads to good content and it’s where new relationships are formed!

Dawson: I’m not sure what the impact would be since we do make the trip each year. Listeners would question though why we weren’t there.

Innes: We may miss out on the opportunity to do a few memorable bits, but all in all I don’t think the show would suffer greatly. The idea of going to radio row is so much greater than actually going to radio row. I mean, how many times can I interview a member of the 70’s Steelers?

Dougherty: If we didn’t do live shows from radio row, we would do our normal daily show. The difference would be that we’d have less coverage dedicated to the Super Bowl.

Tierney: No interesting/successful show should lean solely on the backdrop of the SB to create a compelling show. That’s lazy, especially when each interview is going to contain a minute or so of the guest pushing product that quite frankly, our audience doesn’t care much about. It’s still about strong content, diverse and interesting topics and having fun and I have confidence that we would deliver that from our studio. However, there’s an energy that is tough to replicate that comes with being in the middle of the mayhem for a week. The ambiance creates a different urgency and makes it feel bigger, because it is. Also, personally, the week is a great avenue to collect off-the-record information from friends and colleagues around the league. I always look forward to that aspect.

How important do you think the week of shows on radio row are to your audience? 

McKee: We’ve been lucky because the Broncos have actually played in a couple of recent Super Bowls and won one of them. Our ratings during that time period went through the roof. However, when the Broncos lost in dramatic fashion to the Ravens a few years ago and we still went to New Orleans AND then the Ravens WON the Super Bowl, we had our lowest ratings dip in years! Our listeners just didn’t want to hear anything because the loss stung so much. We probably would’ve been better off not going that year! I think the audience wants to live vicariously through you but they don’t want you to rub it in their face. It’s a weird balance. At this point, our audience just expects us to be there so being there isn’t really a big deal but not being there would raise questions. It’s a bit of a no win situation. That being said, your team going to and winning the super bowl is ratings gold for a long long time! You better be there because those stories and that experience lasts forever.

Kaplan: When I listen, I love the background noise, the buzz, it sounds so alive! As a listener, I want to be there! If you track engagement on social platforms, we provide so much more content and create so much more activity by being live on radio row. That’s how I measure it.

Dawson: I don’t think it’s important to them in a conscious way. I think we benefit from a credibility standpoint of the audience knowing that we’re on top of things and committing resources to make sure they’re informed and entertained. I think what they value most are the words being said by particular people when they tune in. Our being there doesn’t provide much of an advantage in creating compelling content. Factor in the disruption to the clock, unpredictably mediocre guests, and general chaos, and there are pros and cons to the conversation.

Innes: My audience only cares about being entertained. I can do a good show whether I’m on radio row or Mars.

Dougherty: We get tremendous feedback from our listeners through social media channels when we broadcast from special event settings like radio row at the Super Bowl. We see the same engagement when USAA brings us on the road to broadcast prior to the Army-Navy game.

Tierney: I’m sure on some level we tend to overrate that aspect of it, but it is a core belief of mine that if you have a successful show, the expectation from listeners is that during the biggest week of the year, you will be right in the middle of it.

What do you do to make sure your program stays consistent and doesn’t get overtaken by guests/advertiser pitches?

McKee: There is almost no escape from that! You do your best but it’s almost unavoidable. One thing you can do is record segments ahead of time. Other than that, you are a bit screwed. It’s a good rule of thumb to do every show on the road the same way you would do it in the studio but that’s easier said than done. Try and treat the day on the road schedule wise same as at home.

Kaplan: We don’t obsess over the guests any longer. I used to consider the best guests the metric for success. Now I think more about all forms of media at my disposal. So it’s not just what A-list guests I can get on the air but rather how can I engage my audience on and off the air?

Dawson: We do our best to keep a similar show going but here’s the funny thing. In order to get an A-list guest you have to take others from their stable quite often. We have 3 segments an hour and scheduling into that without disruption is not possible.

Innes: It’s difficult because you are at the mercy of the celebrities. They may show up a minute before break time. What do you do? In that case, you blow up the clock. Then you end up with 5 minutes of Franco Harris peddling an insurance company with his handler starting a countdown 2 minutes in.

Dougherty: We make it a point to re-set our show at the top of the hour with the day’s top headlines and keep a watchful eye on what is happening in our local market. As much fun as the week on radio row is, local comes first.

Tierney: We don’t allow that to happen. It’s our show and Tiki and I both recognize that while good guests can enhance our show, we will not change the DNA of what we do. You still need time to let things breathe, to react to stories outside of the NFL, to react to interviews we just conducted, and to deliver built-in sponsored segments just as we would if we were back in studio. We also have great synergy with our producer, so we’re all on the same page. As far as advertiser pitches are concerned, you have to maintain control of the car. I’m driving the show, not the guest. If you’re not alert, it’s very easy for a 7-8 minute spot to be overtaken by product push, which equates to a painfully boring interview. Trust your internal clock, like a QB. If you’re getting bored, the audience has either left or is on the brink of leaving. If you allow that to happen, as a host, that’s on you. Be better at your job.

What’s one thing that you do during the week that’s unique from the other 50-100 stations on radio row?

McKee: I participate in the actual press opportunities! I always try and get a question in to the commissioner. I ask questions of the coaches. I go to stuff and ask questions. Mostly that’s the realm of the print media. I have been amazed over the years of the laziness of most talk show hosts. Get out there. Participate. It’s great to say on the air, “ I asked Goodell this question”. “ I asked Bill Belichick this” stuff like that. I promise you I’ve done more stuff like that than ANY talk show host in America over the years. It has been a huge separator and gives us unique content.

Kaplan: My approach is to deliver a show which matters to my market. I look for local ties. For example, we have enlisted a player from the Patriots and the Eagles, both from San Diego, to be our weekly reporters. The goal is to talk to our home market, from an international event. That helps us form a stronger local connection.

Dawson: One fun thing that we do is create a compliment contest throughout the week that our guests are not aware of. It’s awesome because it butters them up and gets the positive energy flowing. It may even deliver a few horizontal tune ins. We produce an audio compli-montage at the end of the week along with a King of Compliments for the year and this adds to the fun.

Innes: We have a wireless mic and roam around. We had my producer dressed as Mike Ditka and he would sit down with random radio shows, while they were on air. He would then talk back to me via wireless. One guy wanted to fight him. My producer wore an “Assweiler” garbage can around the Houston radio row. That made national news. I think the wireless mic adds a lot. It allows for constant content during slow times.

Dougherty: Our focus is on doing the best job we can to put our audience in the room. We do that on air and through the use of our social media platforms. It isn’t about being unique as much as it is delivering quality content that satisfies our listeners.

Tierney: The most obvious difference is that we deliver a TV presence with a national simulcast. We bring you a visual. You get to see what we see. There’s great value in that.

If you owned your radio station or a local business and a team from your city was not playing in the game, would you spend the $ to be part of this week of shows?

McKee: My advice would be to send as many people as makes sense for your budget. Don’t stretch but don’t be cheap. Keep in mind that the more people you send from the station the more crazy stories that can come from it. Hopefully you have a good crew that likes hanging out. Bonding wise it’s fantastic. Great memories for years and years. Monday night is now media night. Tuesday is the media party. We have established Wednesday as our staff dinner. It’s been my favorite tradition year after year. Whatever you do if you send a group don’t skimp on the staff dinner. It’s what connects you with one another. Thursday night, all of our ex NFL guys have Super Bowl rings. Mark Schlereth, Brandon Stokely and Alfred Williams, which means they wear their suits and rings and go to parties that the rest of us nerds can’t get into! Friday night we basically leave open. If you do Super Bowl week the right way it will translate to the audience. But know this, if you don’t make an effort at all, you aren’t a real sports talk station.

Kaplan: Well, we are no longer an NFL market in San Diego, but our signal reaches LA and many LA sports fans have found us over the course of the three year relocation drama. I think radio row can be a very sell-able product to sponsors if packaged creatively.

Dawson: Absolutely. I believe there’s great value in it.

Innes: Well, there are some factors at play. Is my competition going? What market am I in? Does my audience back home really care? I’ve seen plenty of data to show that my competition doesn’t see any tangible bump from being there. Basically, it’s a way to get a sponsor to pump a few bucks into the station. If a sponsor wants to add to the bottom line, that’s hard to say no to. I’d refrain from sending morning shows. Middays and afternoons have the best chance of excelling. I do think there is an opportunity to create web content that can be sold. Gavin Spittle did and has done a great job of monetizing the digital aspect of the week.

Dougherty: We’re fortunate to have a great sales staff which sells sponsorship’s to off-set the costs of taking two shows on the road to the Super Bowl city. That provides us with a great opportunity to deliver good content for our audience and attach our clients to the station’s Super Bowl coverage. There’s a lot of value in being associated with the week.

Tierney: In all likelihood, yes, but it would hinge somewhat on the financial climate of the industry and our own ability to monetize the week. If we were able to offset some of the costs, perceptually, I believe it is worth it. It also tends to galvanize talent and is a nice way to put the finishing touch on a 5 month grind. I find that it boosts morale, and it’s fun! Who the hell doesn’t like to have fun? If it’s done right, it can be GREAT.

Barrett Blogs

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

Jason Barrett

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

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

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

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Barrett Blogs

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

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

Jason Barrett

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

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

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

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

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

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

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

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

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

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

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

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Barrett Blogs

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

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

Jason Barrett

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

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

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

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

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

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

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

And it worked.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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