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Q&A with John Mamola

Brian Noe

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Never confuse a person that has fun with someone who doesn’t work hard. The ’85 Bears made the infamous “Super Bowl Shuffle,” but no one ever accused Walter Payton and Mike Singletary of being slackers. Head coach Mike Ditka could be seen roller skating through the hallways of Halas Hall. However, it wasn’t exactly hard for Iron Mike to flip a switch and become incredibly intense.

It’s the same concept with John Mamola. Just like the childhood team he grew up rooting for, John knows when to have fun and when to get serious. It’s easy to tell that he has a great blend. “The Rock” can easily go from constructing a funny bit, to giving a professional critique and conducting a conference call. Hosts aren’t the only ones who succeed by being versatile. PD’s flourish too.

I don’t know if Jenna Jameson or the Kielbasa Queen had a bigger impact on John’s pursuit of a sports radio career, but the movie Private Parts played a big role in his journey. As the program director at WDAE in Tampa, it’s ironic that he has the same gig as Paul Giamatti’s character Pig Vomit — John’s creativity and charisma more closely resembles Howard Stern’s. Read below and find out yourself.

Brian Noe: How did you get the nickname John “The Rock” Mamola?

John Mamola: (laughs) Well, in high school I fell for a girl and it was my best friend’s girlfriend. We got into a little bit of a fistfight. I kept getting up and a guy said, “Man, he keeps getting up like a rock.” That’s just how it stuck. I have a Midwest work ethic. I work all morning, all afternoon, all night, and continue to grind on the weekends. It just kind of stuck and it just morphed itself into a personality in Chicago where that’s what I’m known as up there. Down here I’m known as John, but it’s inked on my arms and it’ll live with me forever.

Noe: So you have “The Rock” on your arms?

John: I do. I have my nickname on my right forearm and my last name on my left forearm.

Noe: That’s awesome, man. And is that your wife right now?

John: Ahh, no. No. The girl lasted about four months.

Noe: Oh, gosh. (laughs) But the nickname has stuck forever, huh?

John: The nickname has stuck for, God, how many years has it been? It’s 19 years. The nickname has stuck for 19 years.

Noe: So your early days in Chicago — is that where you initially broke into the sports talk business?

John: Yeah, I went to the Illinois Center for Broadcasting originally. I lived in Fort Worth, Texas for about 12 years. Went to high school down there and I was taking some junior college courses for Pre-Pharm. I wanted to be a pharmacist. I worked in pharmacy for about 3-4 years and I got that bug. I figured, “Okay, well, becoming a pharmacist out of school you’re making probably around $120-$130K a year. That seems like a pretty good living. I think I can do that.”

I started taking some junior college courses and working on the basics. Long story short we had a death in the family back in Chicago. My mom was needed to run the family business so we decided to ship everything back up to Chicago. Then, at that moment when you find out that your credits don’t transfer, especially after you move — it’s like, “Okay, well I have 62 credit hours and none of them transfer up here and I’m not in a place where I’m ready to live on my own yet, so I have to find something else.

The backstory is literally I watched Private Parts late at night. Got pretty hammered, looked up broadcasting schools on the internet just for the fun of it. I emailed a guy and literally got a response at like four in the morning that very night. He said come on in for a tour in the morning and I’ll show you around. You’ve had probably that same moment that we’ve all had — you walk into that radio studio for that first time and there’s something that seems very right about that. You don’t necessarily know what it is, but when you walk in that room and you see that board and you see the mic and all the equipment that goes with it, and you sit down in that chair, it’s like, “There’s something about this that feels right. So I’m going to go down that road in investigating a little bit.”

The basis of the curriculum up there was you have to get an internship about two and a half months into the 10-month course. I applied at about six different radio stations in Chicago. The Score was the only one I got an interview at. Matt Fishman, who writes for the [BSM] website as well, was the sports director at the time. I interviewed with him and got an internship and the rest is history.

I went from intern to part-time producer. I worked as a weekend producer, and then moved up to full-time producer in morning drive — that was my first full-time job in the market. It turned into a bunch of different opportunities at many of the CBS now Entercom brands in Chicago working with the Bears Radio Network. Then, it turned into hosting, co-hosting, etc. I spent about eight and a half years in the Chicago market.

Noe: I know that you worked with Mike North going back to your WSCR days. What was your favorite bit that North did while you were there working with him?

John: (laughs) We did a lot of bits because the crux of the show was we were going to be Imus for Chicago and it was something that at the time The Score had never done before — we were kind of straying away from an all-sports program. Especially in morning drive that can be a little risky, but that’s what Mike wanted to do. The execs at CBS at the time allowed him to do that. We tried to be a little edgy.

We had a three-man room between him, Fred Huebner, and Anne Maxfield. We brought in Steve Buckman — he used to work at WGN and we brought in Jen Patterson who was a waitress at Gibsons Steakhouse that went to I think Columbia. She wanted to get into media in some sort of fashion. I was just kind of there because I produced the Murph & Fred Show before that. I was the lone guy seeing over, outside of Fred Huebner.

We came up with some really risqué stuff. We had the Fred Huebner hip-hop moment of the day, which was basically — we imaged it (me and Russ Mitera) — because Fred hates hip hop and rap. I got him the dirtiest rap lyrics you can find and we read them like prose — like if you’re in a Def Jam Comedy kind of thing. We had the snaps in the background and the golf claps and the cheesy bass going on in the background. That was fuckin’ hilarious and actually got a lot of play for us.

We had the Bookie Priest, which I think Mike still does that on YouTube. That was a trip in itself coming up with that each and every morning at five in the morning. Here comes in Mike North and he’s going to sing basically his picks for the day.

We did a lot of risky kind of stuff, but it was fun. The one thing I’ll say about my time in Chicago — we had the freedom to be creative with whatever we wanted to do and have the backing of management in about 95 percent of the cases. That allowed the show to grow within itself and also extended into Mully & Hanley who have been dominating Chicago now for a while. Also for me personally, the fact that they trusted my vision within certain limits and gave me that flexibility to do what I wanted to do as long as it fit the show model then, “Yeah, let’s do it.” That’s the one thing that I took a lot of umbrage in is that they allowed me that window. It’s led me to some really, really great and memorable things. Now in my current role I’m trying to pay it forward. I’m trying to give my guys that same kind of door as long as obviously within the window of making sense.

If I had to list a couple, definitely the hip hop moments were my favorite because it’s funny watching Fred Huebner read hip hop lyrics that are just dirty as all sin. At the same time, the Bookie Priest was fun too. We had a lot of fun times on that show.

Noe: If you think about those days that you’re describing and the current climate of sports talk radio — do you think that it’s gotten a little less fun and more serious — maybe too serious?

John: I think it depends on the talent. The one thing I always respected about working for Mitch Rosen is he gave you tons of feedback. In my current role I try to do that for each and every one of my shows as much as I can, but there are just so many more duties now that are being put on the program director position in radio that it’s really, really hard to keep a keen ear on things. I always found it — when Mitch had great responses or even critiques to the stuff we were doing, that’s what made it more fun because we knew that the boss was paying attention. So, what more can we do to where he comes in the office and says, “Yeah, man, that’s awesome.” It was almost like motivation. Ya know?

Now look, you also need talent and producers and production staffs to work together and work on what is the image that we want to cast on what our show is. Too often I think people get stuck in this mentality as far as talent is concerned, where they got to be the Stephen A. Smith. Or they got to be the guy on Around the Horn. Or they got to be the Francesa type that basically everything is super serious and super sports geared.

Look at a station like KFAN up in Minneapolis. Their morning show is a good 50-50 split on sports and just other general stuff, but there are also characters, there are parodies, there are game shows. I mean that’s what works. What they’re doing with KFAN in Minneapolis is amazing, but it fits that market. I don’t know if you can do that in New York. I don’t know if you can do that honestly in Chicago. You could probably do something like that down here. Some of the more successful shows here are the ones that laugh a lot. It’s trying to find those avenues to have a little fun and kind of break away from sports a little bit, but it has to fit your market and it has to fit what the listeners are demanding of you. That’s where a very involved program director will help facilitate that and guide you on the right path.

Noe: How much of that have you done in Tampa in terms of coming up with bits and trying to encourage them from your hosts?

John: We have daily meetings with the morning show. I want them to be creative and try new things. I’ll give them feedback on things as soon as I hear it, believe me, you’re going to get an email, or text message, or in-person feedback thing to let them know. If it’s not right away, it’ll definitely be sent that night. I’m very involved when it comes to coming up with ideas and bits.

I have some very, very creative production staff members that are producers and co-hosts now. We have a lot of great ideas flowing all at the same time. Some are great, some are awful, but the fact that we’re trying to come up with new and fresh ideas to create unique opportunities for programming and on-air, that’s what you should be doing on a day-to-day basis because that’s what your audience is demanding.

Noe: What was it like when you initially moved from Chicago to Tampa and got away from your comfort zone?

John: Tampa’s very different. The people are extremely kind. When it comes to the area, it’s like living in Suburbia all over the place. I tried public transportation for a day and it took three and a half hours to get from where I lived to work when it used to take 45 on the brown line. It’s a culture shock because you’re going from a really busy, robust city of different cultures and diehard sports fans that have been there for 50, 100 years, and you’re coming to a market where the Rays are celebrating their 20th anniversary this year. The Lightning just celebrated I believe their 25th anniversary.

It’s a football state. It’s a college state. In Chicago, if DePaul was in the tournament maybe you talked about DePaul. Northwestern never really brought anything to the table at the time when I was there so we never embraced college outside of finding the local Michigan bar and going there on Saturday. Here though it’s religion. Gators, Noles, Miami, USF, UCF now with their recent success. It’s SEC country down here so I’m not used to that. It’s a little weird.

The weather — there’s no change in seasons, so it kind of bothers me that I have to wear shorts in December. I know a lot of people would say, “Oh, that’s paradise,” well yeah but I kind of like to dig in the snow in the slush a little bit once in a while. Not every day but it’d be nice to have a little snow on the ground during the holidays and it makes it easier for a cup of coffee and that kind of thing.

It’s a smaller market with a lot of great properties. It has very different fan bases because this is where a lot of people retire. There’s a lot of New York, Boston, Philly and the Midwest. You don’t have that hundreds of years of passion and attachment to the franchises that I had back home.

Look, I’m still a White Sox fan. I’m still a Blackhawks fan. Bulls, Bears, love ‘em. I have firsthand knowledge of moving here and it’s difficult to try to grasp onto the teams because all of your life you grew up knowing one thing. When that becomes the town you obviously want to go see that one thing because that’s what you grew up with. I can understand how it’s tough for some people to unplug.

But I’ll say this — all three of the pro franchises here have done a great job of welcoming in newcomers, and marketing themselves in a way that says, “Hey, give us a chance when it’s not your team playing here.” The Lightning sell out every single night. The Rays have a lot of attendance struggles but their TV and radio ratings are pretty good. Buccaneers, that’s the staple here. When it’s football season it’s all about the Bucs.

It’s a bit of culture shock, but you adjust and do the best job you can with the new staff you have, the new duties you have, and you just kind of go from there.

Noe: How exactly did you get to Tampa in the first place?

John: It got to a point in Chicago where I was working about six jobs all at the same time between The Score and a couple other Entercom properties. I was also doing stuff for the Chicago Tribune — they had this blog website called ChicagoNow.com, and I had just gotten married and became a new father. There was a lot on the plate. It reached a point where I walked into Mitch’s office one day and said, “Hey, man, I just kind of need to know where’s my future at here?”

The one thing I give Mitch Rosen a lot of credit for — and there will be many, many other people if you ever ask about Mitch Rosen that have worked or work for him, they will say the exact same thing that I’m about to say — that guy will tell you point blank exactly what he thinks and he will help you get somewhere else if you want to go somewhere else. And that’s exactly what he did. We sat down in the office and he told me, “Look, you’re doing a great job, but unfortunately right now there’s just no possible way to crack the daily lineup.” So I asked him, “Well in that case if I were to find something, could you assist in that process?” He didn’t hesitate. He said, “Absolutely. You’ve worked very hard for me. I’ll do my very best to help you build your future here in this business.”

I found a job posting at that time, I think on STAA. It was the APD job at DAE. I applied. Steve Versnick was the program director at the time for DAE as well as WFLA and WHNZ. I had a great interview process. It took about four and a half months to finally land the gig, and we moved here in April of 2011. That’s how I got to Tampa.

I always wanted to have a programming background because I felt that I understood radio and how to create good content. Being a host, sometimes you don’t listen to and critique yourself, but as a programmer you’re listening to other elements and everything that surrounds it and you’re expected to be able to critique it, mold it and turn it into something successful. That’s what I really enjoy.

Noe: What do you think might differentiate between your ear as a programmer and a host’s ear when it comes to their own show?

John: They’re always right. (laughs) Whatever they say, they’re always right. Different talent work differently. Not every piece of advice or critique that you give as a PD is going to be heard. For me it’s always been to focus on what they’re doing well and make it great. Then focus on something that they’re maybe like 50 percent good at, and make it 75. It doesn’t have to be 100 percent. It doesn’t have to be great. It just needs to be better than the last time you listened. That’s the way I’ve always gone about it.

It takes a great talent that’s receptive to criticism or critiques to be worthy of getting those critiques. If you’re going to be a talent and you think that everything you do is gold even though you’ve never listened back to your show, that’s where you’re going to run into problems. More people consume our product differently now. If it’s a tune out immediately, more often than not those people are going to go somewhere else. There are so many different options for an audience to get the content they’re looking for.

Noe: What aspect of being a program director is the most fun and the most rewarding?

John: The most fun aspect of my job is when I can stop at a gas station or go to a ball game or a sports bar, and you’re sitting there and you just overhear people talking about stuff on the station. That’s the most rewarding part because it means I’m doing my job. I never go out and introduce myself as, “Hey, I’m John Mamola from 620 WDAE” or iHeartMedia or anything like that. I’m a normal person outside of the office just like anyone else, but if I’m by Ferg’s down by the Trop and they’re talking about what Ronnie and TKras said that morning — it happens a lot more often than you think — that’s fulfilling because it means the station and our hosts are stirring the conversation that gets people talking.

I love going to Rays Fan Fest and seeing all the listeners come out and shake hands with all the talent. I love how our talent has been — especially in the past couple of years — more visible. We do suite nights with Ronnie and TKras where they go out to a Rays game and take a bunch of listeners out. We stay in a suite and we watch a ball game together. We do the same thing at Amalie Arena when there’s a Lightning game. We’re just much more focused on reaching out and making those bonds and getting stronger with face-to-face interaction with the listening base.

Jay Recher, who’s one of our producers, is now a fill in co-host on 12 to 3. He does a lot of stuff on high school baseball getting local communities involved with him. Putting local baseball content on our website and getting coaches on. At the University of Tampa, the Saladino Tournament is really big out here. Doing coverage of that just tying yourself to the community a little bit. That’s rewarding. The charity golf tournaments we do and all those kind of things. They’re all rewarding.

It’s a grind of a job as you well know talking to other PD’s around the country, but there are moments where you can just sit back and smile and say, “Yeah, we’re doing the right thing and we’re doing a really, really good job.” That’s when I’m smiling probably the most.

Noe: You mentioned the grind of the gig — what is your biggest challenge?

John: I don’t have enough time in the day. I wish I had more time to sit down and listen and have immediate critiques. Right now I’ll wake up at 5:30 in the morning. Take the kids to school. Listen for an hour on the way in. Then it’s the usual day-to-day stuff for a PD — meet with the sales staff, meet with the promotion staff. There are other daily meetings and conference calls you have to do to. A lot of web elements, social stuff. Then you’re done at four and you try to catch some of the afternoon show, but then the phone rings and you’re on a family call, and pick up the kids from daycare.

I just wish I had a little more time in the day. It’s all in how you delegate too. I’m a very hands-on person. I like having my feet in the mud and digging in with my teams. We all do too much already so I’d hate to put some of my stuff that I can take of on their plate. I don’t mind delegating, but I also know they don’t have as much time for it.

We work as a very well-oiled machine in this building between the production staff and the talent where everybody knows their role and what they have to do. Everybody picks up for each other when one’s out. It’s just the time element. I wish we had more time to sit down and intensively listen to what we’re doing as opposed to catching it on a podcast or something like that.

Noe: 5-10 years from now, what type of scenario do you think would make you the most happy when it comes to work? What does that situation look like?

John: I think radio in general is going to look dramatically different in the next 5-10 years. I guess it depends on how we evolve and manage the change that’s going to judge how successful we are with it. I love working for iHeart because I think iHeart is by far and away the most forward-thinking company in radio. Between the app and all of the tremendous things that you can do with it. I think smart speakers are going to be a huge, huge thing for radio and lead to more on-demand listening tools for people to consume content.

For me personally, I would love to be at DAE or at a station — because you never know in this business — but I would love to be at a station that has adapted to the change where they’re the most successful at it in the country. I’m not just talking locally because I think it’s going to get to a point where people can be in their car — and a perfect example is Tampa — I think it’s going to be a real challenge for a lot of people that move to listen to local content because the accessibility of the content from their home or on demand is going to be so much easier when you get 5-10 years down the road. It’s going to be really interesting to see how success is judged when it comes to radio.

That’s what I’m excited about. I think we’re at a turning point where audio has never been bigger between terrestrial radio, satellite radio, podcasts, the on-demand audio on all the iHeart channels is just an example. I think we’re at an interesting point in the history of this business where we’re going to see some real quick and rapid change. I’m interested to see how it plays out.

BSM Writers

John Mamola Didn’t Overthink New WDAE Lineup

“I don’t go book-to-book my talent, I just don’t. I think the more and more you dive into ratings, the more and more you overthink things.”

Brady Farkas

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Just over one month ago, WDAE in Tampa Bay reshuffled its daily line-up. The iHeartMedia station, programmed by John Mamola, moved the Ronnie and TKras program from mornings to afternoons and moved the midday Pat and Aaron show into mornings, while creating a new midday show centered around Jay Recher and producer-turned-host Zac Blobner.

The station let previous host Ian Beckles go as part of the reshuffling.

Barrett Sports Media caught up with Mamola this week to talk about the new line-up, the Tampa Bay market, the importance of developing from within and much more.

(Some of the answers have been edited for brevity and clarity)

BSM: It’s been just over a month since these changes took hold, what would you say is the overall response to them?

JM: Overall, really positive. We lost a really important piece and a pillar of the station in Ian Beckles, but with the moves that we did make, it was overall a pretty positive response from the listeners.

BSM: This wasn’t just creating one new show and calling it a day, this was moving multiple shows into new dayparts. How do you as a programmer get multiple hosts on board with re-arranging their schedules in that manner?

JM: My morning show went into afternoons so they didn’t have to wake up early, so they were very open and welcome to that. As for the original midday show, I knew they were early risers, so moving to mornings didn’t really affect their sleep schedules. And then my midday show, which is the new one, putting those two together is just a combination of some very young, hungry guys that always want new opportunity and are always looking to capitalize on opportunity.

So I wouldn’t say necessarily the convincing was the hard part because it just made a lot of sense for the people involved. The guys in the morning didn’t have to wake up early. The guys in the mornings are early risers anyway, and you get two young, hungry guys to take care of that opportunity so the convincing part was quite easy.

BSM: I got to know Zac Blobner a little bit on the Producers Podcast. He was highlighted a few episodes back and I thought really highly of him. Why was this the right time to get him into a full-time on-air role?

JM: Zac’s been doing some on-air stuff for on the weekends for a number of years. He had his own show and then we tried him out with a couple people on staff on Saturday mornings. That just didn’t necessarily work out but he has hosted a fantasy football show, which we actually air Orlando and in Miami as well as Tampa, live for the last five years.

So his on-air persona – he was a huge part of the morning show and the success of the Ronnie and TKras Show for their run in mornings. So if we were to elevate someone from inside, it just seemed like he was the right guy to elevate, and to pair with Jay Recher. It’s two young, hungry guys and they play well off each other. Some of the best highlights of my day are just sitting in their pre-show meetings with them and their producer Jon Dugas and just listening to how they collaborate together as a threesome on how to attack content, what sound to use, and what guests to book.

Really, it’s three producers in one room all talking about how to collaborate and do a show. Zac has earned the opportunity, just like Pat Donovan who was a producer first. Aaron Jacobson was a producer at first. It was Zac’s time and he’s done a tremendous job with it so far, albeit it’s only a month, but I totally expect it to be a very high ceiling for that show and for Zac in particular.

BSM: Some programmers believe on developing and promoting from within and some programmers believe in always looking for a splashy hire from the outside. Why is developing talent and promoting from within important to you and WDAE?

JM: I think it’s vital for every brand to have a good bench and to continue to find different ways to utilize that bench. Maybe not on the Monday through Friday, but definitely on the weekends in some capacity. And if not there, then on the digital product. You bring in certain guys to push everyone else. Zac was one of those guys. Jay Recher was one of those guys. Pat Donovan was one of those guys. Ronnie and TKras were two of those guys. I like to bring in guys that have a goal and want to push everyone to be better, not just themselves, but push everyone to be better. We have a tremendous team atmosphere on WDAE and we’ve had it for a number of years.

And when you do a lot of change, like we did about a month ago, you don’t want to keep it too foreign. You want to keep it with somebody that the audience knows and the audience has grown to know. Because the minute you start bringing in out of town people that nobody’s ever heard of or you start going to syndication instead of staying live and local, you start to lose your cume, and you start to lose that branding.

We like to put out as much as we can with whatever we have and I think having good, driven people in the hiring process, albeit I’ve hired a little young over my time here, it’s continued to push the narrative that we are continually growing from within and this was just the latest step of that. I don’t think that’s going to change anytime soon.

BSM: When you have new shows and shows in different dayparts, are you mentioning things like ratings and revenue to them? Or do you just tell them to build the shows and worry about it later?

JM: I don’t go book-to-book my talent, I just don’t. I think the more and more you dive into ratings, the more and more you overthink things. It’s important, but it’s not the biggest thing. For me, it’s the sound of the show. If the show sounds like it’s got energy, if it sounds like it’s progressing, if it sounds like we’re creating more attention by what we’re saying and we’re developing as talents and as a station, you feel it. You don’t need to see the numbers. The numbers are the numbers.

The system is great when it’s great but when it’s terrible, it’s still flawed. You know? I mean, Neilson ratings only get you so far but If I start seeing stream numbers go up, which I’ve seen, that’s a positive.  If I see digital traffic or social media growth or something like that, that’s a metric I can track. Today I went to the gas station and they had our sports station on. If I can hear that, that means we’re doing something right. I don’t look book-to-book. I think PDs that dive into numbers and analytics and, and clocks…. Look, if you put out entertaining stuff, they’ll stick with you. And it starts with giving that confidence to your talent. And that’s how I program.

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BSM Writers

Brock Huard Believes The Third Time’s The Charm For Brock and Salk

“If I was a radio consultant, there’s two muscles you have to build constantly. A is listening and B is curiosity.”

Tyler McComas

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It just felt right for Brock Huard when he stepped back behind the mic at Seattle Sports 710. On September 6th, he returned to the airwaves with longtime partner Mike Salk in morning drive. It’s been almost three months since Huard returned to radio, but it still feels as right as it did that early September morning. That’s because the business is in his blood. 

“Once radio is in your blood, it doesn’t leave,” said Huard.

If you talk sports radio with Huard for any length of time, you won’t question his love or intelligence about the industry. He truly loves and understands the business. When you have a former player that has an incredible amount of passion for sports radio, you really have something. Seattle Sports 710 really has something with Huard and his return to the airwaves made locals in the Pacific Northwest very happy. 

Brock & Salk haven’t had to deal with the challenges that new shows experience in the first few months. They’re not trying to establish a chemistry and flow together. They’ve had it after doing a show together twice before, plus a podcast the two hosted together.

“He and I had still done the podcast together for the last couple of years, and had a number of conversations over that time about how fun that hour and a half was, each and every week,” said Huard. “We never really missed a podcast and we both thoroughly enjoyed it. Had we not done that podcast for two years, I don’t know if we would have come back for a third iteration. The third time has been the charm on this iteration.”

What makes the show isn’t just Huard being a former athlete or Salk being a very dynamic and experienced host. The two share an incredible chemistry that shines through on the air. However, Huard thinks there’s one reason in particular that the two mesh so well on air. 

“Because we listen,” said Huard. “That’s number one. I will listen to so many radio shows when I’m on the road and I’m like, this is bad radio. And you can tell hosts aren’t listening to one another, they’re just waiting for their time to talk and they fill and it’s terrible.

“If I was a radio consultant, there’s two muscles you have to build constantly. A is listening and B is curiosity. I think for 14 years he’s still genuinely curious about me and how my mind works, world views, ideology and sports views. After 14 years, I’m equally interested in how he thinks and it’s very different than me.

“It was hard to be able to listen and respect one another, because we come from two totally different world views, in many ways. But at the same time, when you do, and you’re curious to listen to the other side and what they have to say, you create unique content.

“He and I used to have to build these big show sheets when we started and we still have structure and everyday there’s still show sheets, but a consultant by the name of Rick Scott told me this early on, he said you know your show will be good, when you don’t get to half of the stuff on your show sheet. And he was absolutely right 14 years ago.”

Co-hosting morning drive at Seattle Sports 710 isn’t the only gig Huard has in sports media. He’s also a college football analyst for FOX. He’ll be on the call Friday night for the Pac-12 Championship game between USC and Utah. But everything ties back to radio for Huard and a recent experience on an airplane made him realize it again. 

“I was sitting next to this very smart gentleman the other day on my trip home from college football, and he was crushing crossword puzzles like I’ve never seen before,” said Huard. “He’s a very successful attorney and you could see for him, that was such a tool to keep his mind sharp. For me, radio is the same thing. It’s been the best training ground for everything I do with media, especially television.

“If you can do live radio and equip your mind to listen and strengthen that listening muscle, while also creating content, it’s a pretty good active tool. It keeps my mind sharp and plays to my mind’s strengths, I think, with just how wackado I can be between my ears at times. If you have a tremendous partner that helps shape you, like Salk is to me, then it’s just addictive and gets in your blood and doesn’t leave.”

As it relates to radio, being a college football analyst has its perks, because of the access it gives Huard. Every week before calling a game, he gets production meetings with head coaches, which gives him insight that others may not have. It also awards Huard the opportunity to create relationships with coaches. But how much of what’s said does he feel like he can use on the game broadcast or his radio show?

“99.9 percent is used on the air, on the show and sometimes I gain insight and share it with coaches that I know to encourage them,” said Huard. “It baffles me how many times I will hear from my peers, oh, I hate these coaches meetings. I don’t get anything out of them. And I’m like, God bless you. I will have a career for the rest of my life if that’s the way you approach it. It’s the most valuable real estate we have. It’s a forum that nobody else has.

“Yeah, they have press conferences, but if you build true trust and relationship and confidence, they want to tell you their story. They want to share their team. I can’t tell you how many times content from those meetings comes to life in my sit downs with Pete Carroll or Jerry Dipoto, GM of the Mariners or Scott Servais, or on the air or off the air.”

Huard has an insight to college football that few in the Pacific Northwest has, but that doesn’t mean he and Salk will jam pack content from that sport into the show. The duo knows that Seattle cares about. Sure, there’s an interest for college football, but not anywhere near the hunger from Seahawks and Mariners content. 

For example, Huard called the TCU vs. Baylor game two weeks ago, which featured one of the best endings in college football this year, when the Horned Frogs nailed a field goal as time expired. The call of the moment was spectacular and could be the shining moment of the season for a TCU team that looks destined for the College Football Playoff. On the Monday after, Huard and Salk made it a part of the show, but never had the intention of making it the majority of the show. 

“Our audience is dominated by the Seahawks and Mariners,” said Huard. “That dominates 80 to 90 percent of our conversation. I would say lifestyle is probably the rest. For example, we played that highlight today four times over the course of the show. We rank things at the end of every show and it was my Top 5 games of my broadcast life in 14 years on the road and that was number 1.

“I often use conversations and things I learned from those games and players and relate them to the Seahawks and Mariners. Dave Aranda talked about living with expectations and how hard that is in our meeting on Friday. He said, you watch, TCU is going to have to live in an entirely different world, where you’re on the mountain top instead of climbing it. And then you relate that toward the Seahawks or the Rams this year.

“Inevitably, yes, those moments create content, either emotionally or football 101. Radio is all encompassing in that way. I never understand radio hosts who try to play it straight. I just don’t. I think it’s bad radio. You have to be willing to live your life and put your life out there, whether it’s good, bad or ugly. The more you do that, the more you attach yourself and connect with your audience.”

It feels like the third time is truly the charm for Huard and Salk. They listen, they have chemistry and the content is a refreshing mix of sports and lifestyle. 

“He and I are not comedians,” said Huard. “We don’t play fake laugh tracks like others do. He and I will land way more on the analytical information side than maybe a consultant would tell us what morning radio people want. But I think where it cuts through is he and I put our lives out there. Our parenting success and failures. Relationship struggles, kids, sports, youth sports, that’s probably where we connect in a way that’s more lifestyle. That’s the word I would use.”

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Chuck Swirsky Embodies ‘Always A Pleasure’

“I love working with Bill Wennington and each and every day I have the same enthusiasm of calling a Bulls game like I did as a five-year-old child calling games off a TV.”

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It’s hard to imagine there are any more positive thinking people in the world than Chuck Swirsky. If you don’t believe me, just check out his daily tweets. Swirsky has a lot to be upbeat about, he’s doing what he’s always wanted to, and now he’s written a book.

Always a Pleasure” is his creation, putting thoughts on paper, or iPad or whatever, about stories and people he’s encountered over the more than 40-years he’s been in the business.

The title is aptly accurate. Chuck is always a pleasure to be around and is one of the most supportive people I’ve ever met. He encourages those that need it. Swirsky always has time for people in the business and those trying to get into this crazy racket. I’ve seen and experienced it for myself, so trust me when I tell you, it’s the truth.

There are those that have worked multiple decades in play-by-play, and I’ll bet each and every one of them has been asked at some point, ‘hey, why don’t you write a book?’. Sounds easy enough, I’m sure. But when you really think about it, how can a person be expected to fit 40 plus years of work into a book that wouldn’t be the size of a dictionary?

More on that in a moment. I was wondering what makes someone in Swirsky’s position to write a book. So, I asked him. He outlined the main reason he decided to put pen to paper and tell some of his favorite stories and recall good memories.

“Over the past several years I was approached by several publishers and writers who were interested in detailing my journey in sports broadcasting, featuring my stops calling major college athletics and NBA basketball in addition to sports talk.” Swirsky told me. “I was reluctant to do so but a year ago I had a change of heart knowing 2022-23 Bulls season would be my 25th in the NBA, including my 2-thousandth NBA play-by-play game.”

Swirsky didn’t use a sportswriter or an author to tell his tale. “For years I have saved notes and decided to write the book myself, in my own words. I love my job. I have no desire to retire. I want to continue broadcasting Bulls game for many more years as long as my health and clarity allow me to do so.” he said.

“I love working with Bill Wennington and each and every day I have the same enthusiasm of calling a Bulls game like I did as a five-year-old child calling games off a TV. I have the utmost respect for the Reinsdorf  family and our entire organization.  I just felt this was the right time to write a book.”

I have followed Swirsky’s career closely and gotten to know him over the years. Growing up in Chicago, I was fortunate enough to hear him in his early days here, at the old WCFL (now ESPN 1000), where he became one of the pioneers of sports talk radio. He’s called games on radio and television.

For DePaul, Michigan, select White Sox games, the Raptors and now over the last nearly 2 decades, the Bulls. That’s a lot of experience and a lot of experiences for one person. It made ‘editing’ the book a little difficult.

“I could have easily written another 100 pages featuring additional sports personalities and stories.” Swirsky said. “But I elected to highlight specifics of a timeline allowing the reader to understand that my quest to reach a childhood goal of broadcasting NBA basketball was met with challenges, setbacks and ultimately persevering through hard work, focus, passion and positivity.”

Writing books can be a way to look back on a career. Swirsky if far from done. He never really reflected on things, because he was always looking forward. But the retrospective allowed him to realize a few things along the way.

“I would say this. I am my own worst critic.  I very seldom look back on my career. While I was writing “Always A Pleasure” I had to stop and truly reflect how blessed I  am to be in the position where  I am today. I never take it for granted. Never have. Never will.” Swirsky said.  “Nothing is easy. It’s hard. This business can be exhilarating yet so difficult. I never get too high nor too low although I’m very sensitive and my insecurities get the best of me which is probably not a good thing , especially in radio-television.”

In looking back there’s bound to be a few lessons learned from the past. Swirsky did find a few things in writing the book that he remembered, educated him along the way. “I learned that anyone who applies themselves, making  a commitment to work on their  skill set, and their weaknesses through hard work, dedication, passion and purpose, can be successful.” he said. 

“For example, not every professional athlete is going to hit .330. Let’s say another player is hitting .240. What is keeping him in the big leagues? Is it his  glove,  his ability to play multiple positions?  His  character in the locker-room? The same principle is in effect in our industry. Maximize your strengths and do it with a great attitude, humility and kindness.”

Swirsky’s book details his interactions with some very familiar people in the business and the sports world. “I have plenty of stories featuring some of the biggest names in sports ranging from Hall of Fame baseball star Willie Mays who many consider perhaps the greatest player of all time to Kobe Bryant who left our world way too soon.” he says. “When you’ve been a professional broadcaster for 46 years, one  meets many, many players, coaches, executives, media and sports personalities along the way.” 

The one thing you can say about Swrisky, is he is real. There’s no pretense or facade. A genuine human being that is interested in what people have to say. Athletes, coaches, broadcasters and yes, even fans. His book has been reviewed by some of the greats. Mike Breen, Chris Bosh and even Steph Curry. Here’s the 2-time NBA MVP’s take on Swirsky and the book.

Having known Chuck since my days as a still-developing youth player in Toronto, where my dad was a member of the Raptors, I can attest to the fact that his passion for people and basketball is deep and sincere.

Chuck’s unique desire to mentor young people, especially minorities and those of different cultures and backgrounds, will help inspire those who share the same dreams, dreams that enabled him to persevere to the top of his profession.

I’m proud of Chuck, and excited that others can become enlightened by his exciting broadcasting journey, which includes nearly 25 years in the NBA and, of course, a trio of Curry family members shooting from the stars, just like him.

A book written by someone as accomplished in this industry as Swirsky draws interest because of who he is. But the Bulls’ play-by-play man is always thinking of others and trying to help where he can, just like Curry said. Along with stories, he lends his knowledge and relates it to those who are already in broadcasting and those trying to get in.

“I’m hoping those in our industry who read the book even those outside the radio-tv, new media field will come away knowing that perseverance is a powerful resource to help withstand the emotional heartache of rejection, disappointment and loneliness.” said Swirsky. He adds, “I have experienced everything. The good. The bad. The ugly. I’m talking all levels.  My message is to stay true to your core values. In this case,  my foundation is  built on respect,  kindness, honesty, sincerity and selflessness.”  

Given the opportunity to beam about the finished product, Swirsky in typical fashion, deflected any praise. Simply saying, “I am very humbled and appreciative of  the professionalism of the book’s publisher, Eckhartz Press. They allowed me to be me. That’s all I wanted. Mission accomplished. I am grateful.”

The entire industry should be grateful for people like Swirsky. There are so few in the business who are as kind and caring as he is. There are just as few people that take interest in others, and help mentor the next generation like Chuck. Inspiring stories, a career chronicle and life lessons, “Always a Pleasure” is going to be on my must-read list for the holidays. Congrats “Swirsk” keep up the great work.

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