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Jason Ross Wants To Be Everywhere & Do Everything

“Generally I really love it in October and November. The Kings are going. I’m consumed with college football on the weekend and the prep that takes all week. Then a show and being the program director.”

Brian Noe

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Personal happiness is mostly tied to your mindset — whether you have a positive or negative outlook on the things you experience in life. In spite of having numerous responsibilities and a very hectic schedule, Jason Ross actually prefers his job to be challenging. It’s a good thing he views things favorably. Jason could become a crazy person if not.

His sports radio journey began at Sports 1140 KHTK back in 1994. Jason has remained in Sacramento ever since. Jason’s list of duties include talk show host, program director, pre/half/postgame host for Sacramento Kings basketball, and the radio voice of Sacramento State football since 1997. This definitely qualifies as challenging to say the least.

They say timing is everything. Whoever “they” happens to be has it right. Jason had to choose between two opportunites; he chose a fill-in shift for two weeks that turned into a 25-year career at the same station.

He shares great insight below in a very conversational tone. Jason also shares his thoughts about the role he covets most going forward. Enjoy.

Brian Noe: When did you figure out that you wanted to pursue sports radio as a career?

Jason Ross: It was pretty easy for me. I can pinpoint it exactly. I was a junior at UC Davis and I went to school to play sports and to possibly be a veterinarian. I was trying out for the basketball team. I made it all the way to the end and was one of the last cuts. That very weekend the men’s team was going to have their first game. One of my friends was working at the campus radio station and he said, “Hey, you know the team. You’ve been around the guys. I need someone to do color commentary with me. Would you like to sit in with me?

I thought, “Well I love sports. I’ve watched sports all my life. I want to stay involved in some way. Sure.” The second I did the first game, I knew that’s exactly what I wanted to do. Then I got an opportunity to do the women’s games. Everybody that was at the campus station at the time was a senior or moving on, or graduating and going to grad school.

That very next year I was a senior and I was the program director at the campus station. Then I got a chance to create my own show, do football, basketball, baseball, get commercials, sell, just all of it, everything all-encompassing. Right then and there I said, “Yeah, this is exactly what I want to do.”

Noe: You almost were a veterinarian?

Ross: (laughs) That was one of my goals. I wanted to play sports as long as I possibly could. I was actually on the baseball team my first year. I was a redshirt. It was a loose program that way where you could be a redshirt and be around. I really was just there for that, for the beginning of that first year. But then I was always playing basketball, basketball, basketball. That’s where in my third year; I tried out for that team.

I went to school thinking that would probably be my long-term goal. I think it was my sophomore summer in college; I worked at a veterinarian’s office. I liked it, but I kind of realized then that I don’t think that was the career path I wanted to go down. Shortly thereafter was when the opportunity to do some radio work happened and that’s when I fell in love with it.

Noe: What was the first station that you worked at?

Ross: I’m also unique in that regard. The second my college time ran up, I started putting out all of the flyers and feelers to see what can be next for me. I had an opportunity to go back home to Orange County and work at the Orange County Newschannel, which was a 24-hour news station at the time that was relatively new and have an internship. Or at Sports 1140, which was at the time Hot Talk 1140, in Sacramento as a part-time, fill-in board op for two weeks.

There was going to be a guy that was going to be on vacation for two weeks and the station needed a board op. I was really torn on which one to do, but I went for — as sad as it was — the money. It turned out the guy never came back. I got a job at the station and I’ve been there for 25 years. People move all over the place. I just stayed in one spot. Everybody’s got a different path, but that’s been mine.

Eventually that same summer, the station got the Sacramento Kings. We turned into a sports station. It was just incredible timing. My boss at the time said, “Hey, we’re going to need a locker room reporter. I said, “I’ll do it.” You just start saying you’ll do weekend shifts and work holidays and all of the things you have to do to move up. I’ve been at the same place longer than anyone at that station for 25 years.

Noe: The only reason you chose Sacramento was because the fill-in gig was paid?

Ross: Probably, and maybe being comfortable. I was still living in Davis. School had just ended. All of my friends were still here. I could have gone home. It seemed to make sense to at least try that to me. I had a girlfriend at the time. Friends, girlfriend, it was all still happening up here. Could I have gone home? Sure, but I took my chances on that and little did I know it would be just the greatest decision I could have made.

Noe: What do you remember most about those two weeks of fill-in work?

Ross: It was a nationally syndicated non-sports talk show. It was just learning the business, running the board, playing carts, cutting tape, just literally the old-school radio that’s not even a thing anymore. Just trying to figure that out. It just all seemed like it moved so fast — making my mistakes and figuring out the business. Not that you figure it all out certainly in two weeks, but just starting to dip your toe into it and figuring out what I didn’t know.

Noe: When you’re wearing so many hats — on-air guy, PD, doing the Kings stuff, play-by-play — what part of your job do you enjoy the most?

Ross: I would say my number one thing that I love more than anything is play-by-play. I just love the art of that. The preparation. No game is the same. The people you meet. You could have two terrible teams and you see the greatest individual performance or team performance that day. You could also see the worst thing. You see someone score seven touchdowns, someone score 60 points, someone go 0-for-25. The greatest dunk, the worst pass. I love that.

I just love all of those things about play-by-play and the art of calling it. Did I describe it perfectly there? What could I have done better? Then I try to take that same approach to the other elements too — creating a show, trying to do the best that I can for the station. I think overall my favorite thing by far is play-by-play.

Noe: Do you find yourself listening closer to play-by-play guys or sports radio hosts?

Ross: That’s a great question. Probably both because I think you can identify where someone is missing something, or what someone is good at based on your own experiences. For an example, in play-by-play — I know this has happened to me before — I take pride in knowing who everyone is out on the field and having as much prep on the court.

Football is the trickiest one. There are 11 offensive guys and 11 defensive guys. Maybe a ball is tipped and it’s a backup linebacker. In that moment you may not know who picked it off. Then you recover and you look at your chart and you find out who it is.

I can listen to a game especially on radio and hear someone that gets caught up in that same thing and describes a pass, “It’s picked off and they’re going the other way.” I say, “Oh, they don’t know who it is,” because I’ve been there. I know that they don’t know who it is and then they catch up and they go, “Oh, that was John Smith with the pick, his third of the season.” I say, “Okay, they got it. They recovered and handled it well.”

It’s the same idea on a talk show when someone asks a question, or they’re trying to go somewhere. I go, “Oh, they’re trapped. They’ve got a crutch.” Probably from what my own mistakes have been I can hear where people maybe get stuck in play-by-play or on talk shows.

Noe: What was your crutch word that was pointed out to you?

Ross: (laughs) I had a football game. Sacramento State was playing Cal State Northridge and they ran what would be like a run-and-gun offense. Their football program doesn’t even exist anymore, but they said, “Hey, I heard the game. You know how many times you said quick hitter?” I said, “Quick hitter?” Really?” They said, “You said it all the time.”

I went back and listened to the tape and it was disgusting. I literally said it for almost every pass. I couldn’t believe it. I wouldn’t have guessed I ever said it. I’d say, “Quick hitter over the middle. Quick hitter.” I mean it was disgusting. I said it way too much, but it was great that someone told me that. You need someone policing you out there, if it’s not yourself, because it’s hard sometimes to go back and listen to your work consistently.

That was constructive. It wasn’t meant to be mean. If someone can be honest with you like that, it’s really helpful. I think we can all get caught up in saying some of the same things. That’s the art of play-by-play too is describing something similar with different words and different sayings and being creative. That was frustrating, but a good lesson.

Noe: Play-by-play is so fluid and constantly moving forward based on how the game unfolds. Do you think that impacts you as a sports radio host where maybe you tend to move through topics more fluidly than other hosts?

Ross: I’m not sure because I only know this way of doing play-by-play and doing a talk show. I think the art of doing a talk show has been extremely helpful the other way around with play-by-play. I know a couple of years ago, the Kings had a game in Philadelphia. I was back in the studio doing the pre, half, and post — threw it out to Gary Gerould to basically start the coverage and there was condensation still on the hardwood from the ice underneath.

We had a delay, and then another delay. It was filling time, and now back in the studio. I’ve done talk shows so I know how to fill time, but that was a little unique because are we filling five minutes? Is this going to be 10? Is this going to be 30? The art of being able to talk and find different storylines and find things to talk about, but also being able to cut it off if you have to go right back out to the venue. It ended up that the game was postponed and made up on another day. It was a unique night. I felt that if I was at the game by myself doing play-by-play, I would have been able to fill too, but I was back at the studio and you just kind of have to adjust.

The practice of being in a talk show format where you might have a 12, 15, 20-minute segment, hopefully with someone else, but if you’re by yourself, you’ve got to be able to fill that airspace. It’s not always easy, but hopefully you’ve got enough reps that — alright you’ve got to go for 25 minutes straight and we’re in a crisis. Alright let’s go — and just figure out how to fill the space.

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Noe: When you mention how sports radio has changed over the years with smartphones and smart speakers and all these different choices that people have, what do you think is the most important aspect to keep in mind as a sports radio host as you structure your show?

Ross: I still think if it’s a topic that’s interesting to me, I hopefully then can relate that as something that’s interesting to someone else. If you’re digging for topics just to bring it up and I’m not buying it, I don’t know that the consumer there is going to go, “I’m all in on this.” Not everybody is going to love every segment of everything that you do. That’s impossible to please everybody.

I think if you find stuff that’s interesting to you for an angle, or a storyline, or a human-interest element that you feel that you can convey, then I think you’re going to do your best job at least at that, and in the end, feel good about the content you’re delivering. Again that’s not going to be for everybody, but at least then you know you were doing your best job. I think you just have to continue. I try to find the things that interest me and then that way hopefully I’m telling the best stories or relaying the best angles of those stories.

Noe: During an Army-Navy football game, they’ll take a player’s schedule and say at 0600 this guy wakes up and does this, and at 0700 he does that. That thought came to mind as it relates to your schedule. When you have so much on your plate, how does your day generally set up?

Ross: (laughs) It’s different based on the different times of the year. It’s funny that you say that because maybe when the Kings season ends, there’ll be a couple of days where it’s just not as much on my plate. But then I also find myself — it’s not bored — but it’s not as hectic. I think I prefer a lot of plates spinning. I love all of this.

Generally I really love it in October and November. The Kings are going. I’m consumed with college football on the weekend and the prep that takes all week. Then a show and being the program director. It’s completely hectic, but I love that. Different times of the year it varies, but generally I’m at the radio station by about 8:30 and trying to do program director type things for a couple of hours.

I try to transition into the radio show mode at some time during that, at least a half hour or so before the show. It’s the show from noon to 3. Then it just depends on if it’s a Kings night or not, but get back in the program director type mode. If it’s a game, you could be at the arena until 10:30 or 11 or at the station until 10:30 or 11 — it just depends on whether the game is East Coast or West Coast.

I don’t ever look at it like, “Aww man, I got to be at the station for 12 to 14 hours.” Maybe the next day there is no game and I’m at the station until 5:30 or so. It evens out and there’s less weekend work in the non-basketball and football season, but there’s always something going on and I actually prefer it that way.

Noe: Is it ever hard to avoid thinking negatively about your different roles meaning, “Hey, if I didn’t have this PD meeting, I could put a little bit more into the prep for my show,” or vice versa. Is there ever that mindset that you have to guard against?

Ross: Probably, yes, because I feel guilty at times. I’ve got a great partner now in Damien Barling who I do the midday show with. He is amazing. He is a preparer. He gets the show put together.

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I try to do as much as I can, but sometimes I feel like I cheated him because, “Oh man, this day I had a meeting at 9 and a follow up at 10. A crisis happened and I’m rolling in at 11:50 and we’re 10 minutes from showtime. I have an idea of what we’re doing, but I don’t feel like I contributed enough at least on that day.

Other days I do more. It’s just kind of a day-by-day basis. If it was a perfect world, I’d have time to do all of that, but sometimes I don’t. That part has been a challenge for me for sure.

Noe: Was there ever a realization you came to that helped you approach each day the way you have?

Ross: I still have the guilt. I don’t know that I’ve ever resolved myself from that. I think I’m better than ever with time management, but again it’s never perfect. I could come to work on a day and go, “I kind of have everything lined up. I’m in good shape. I can spend some real good time on the show.” Then a phone call, an email, a text, three things happen and all of a sudden I’m in crisis mode on something that I had no plan for.

You have to be ready to handle those things even when you think, “Alright, I’m going to have a good hour and a half, two hours here, where we can really lay out a great show.” Then it falls back to me rolling in near the end and Damien doing all of the heavy lifting.

Noe: I remember times when I’d get a phone call from a salesperson two minutes before I was about to do a show. I’d think, “They have no idea what it’s like to do a show.” Do you have that thought go through your head more, or the thought of, “You have no idea what it’s like to be a program director”?

Ross: The only thought I ever get sometimes on that is when someone will say, “Hey, can we meet tomorrow at 2?” I’ll say, “I’m on the air.” Sometimes it’s a concept of, “You’re selling the show. You know I’m on 12 to 3.” That one will get me every once in a while.

If it gets too close to that window, unless it’s the biggest of bosses or a true, true crisis, sometimes I’m just not answering that phone or that email. I’ll go, “Okay, well I’ll have to get to that after the show.” Or if it seems a little more important, “Alright I’ve got a four-minute break here, I can knock out a quick email.” But I try not to lose focus on the show at least in that three-hour window. Sometimes that’s hard to avoid.

Noe: What aspect of your many roles comes the easiest to you and which aspect do you think is the most challenging?

Ross: I guess just the love of sports I hope transfers over to all of them. I don’t know how much it does to being a program director, but to the play-by-play, to the talk show it does. I like people. I think I’m good with people so that helps. The most challenging thing I think is the program director for sure. I’ve worked under so many different ones and they have their style. I can only do it my way.

I don’t know if I’m doing it the right way, but I’m trying and I try to be there for people. I try to listen. I don’t think I have it all figured out so I try to be a good listener. I try to communicate what I think is best. If someone has an idea I’m all for it. I think that one is the one that takes the most work for me. It’s my newest of the jobs.

Noe: When you’re a fellow sports radio host, do you find it challenging to critique another talent when it might be something that you’re violating yourself?

Ross: (laughs) Yes, I try to use myself as an example. I’m not perfect and it’s very subjective. There are people that like my show, there are people that don’t. There are people that love our other shows, there are people that don’t. There’s not one way that’s considered right.

I try to point out something that’s a little bit more constructive like you’ve got to hit breaks on time. Stuff like that as opposed to — I try to stay away from content. If someone’s got and idea and it seems like a reach to me, I don’t know that I would talk about that, but in the end if you can pull it off and tell a great story, or get some emotion out of that, or say something funny, well that worked.

I try to do it more in the realm of something that’s truly constructive and may be beneficial overall for the concept of the show as opposed to, “Hey, I wouldn’t talk about this,” because who follows that? You know? I try to stay away from that.

Noe: You’ve been in Sacramento for so long. Do you see yourself remaining there always, or do you think the future will play out differently?

Ross: I’ve almost been here 25 years. I’ve only been here and it’s tough to see me anywhere else. I’ve applied sporadically to other things over the 25 years, but really wondered, “Man, if I did get that job, would I really leave? I’ve been in California my whole life. My family is out here. Would I do that?”

So at this moment I can’t picture myself anywhere else. I love Sacramento. It’s been great. The station’s been great to me. The Kings. Sacramento State. The community. There’s no reason for me to leave unless there was some offer out there that I was like, “Man, I can’t turn that down.” I’m really happy where I am.

Noe: That’s cool, man. You can’t mess with happy. What do you do outside of sports — I don’t want to say as a release because this is what you love to do, but in terms of something that’s non sports-related that adds some balance to your life — what do you like doing the most?

Ross: The reality is the time I get, I try to spend as much with my family. They’re so supportive, my wife and my son. We’ve got such a great family. My brother is in town. My in-laws. There’s always people at our house. It’s just a great time to come home. It’s rarely just my wife and son. We have friends over all the time.

It’s like when you were a kid and there was always one house we’d always go to. Well, we’re the house. I think that’s really fun. We’ll have barbecues. We just like to entertain and have people over. That’s probably it. I just love to be around people that I care about and have a good time. That’s my main thing when I’m not working, which seems like I’m working all the time.

Noe: How long have you and your wife been together?

Ross: We met at the radio station, which is another reason I’m thankful for all of the things that transpired. Staying at the station that long, I met her several years into being at the station. She was an account executive so we met there and struck up a friendship. It grew from that.

She since is no longer in radio, but she did it for a long, long time. She was really good at sales. So many friends, so many memories, my wife came from radio. It all feels like it was just meant to be.

Noe: Have there been other offers that you simply turned down for all the reasons you just mentioned?

Ross: No, nothing officially. There have been a couple of NBA things that I’ve applied for. I literally remember talking to my wife thinking, “Man, if I get offered this, I think I would say no. But how could I say no to one of 30?”

Now, it didn’t happen. I’ll give you an example; Cleveland was open years ago. I think it was Joe Tait who was their longtime broadcaster. I saw that was an opening and I said, “I don’t know if I want to go to Cleveland, but I have to apply. It’s one of 30 jobs.”

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I applied and nothing came of it, but I remember thinking, “Well, I feel like I’m qualified. I’ve done NBA games. What would I say if it really came down to we want to hire you?” I was really thinking, “Am I going to say no?”.

It didn’t get that far because again I’m happy here. I like it here. Maybe sometime that position will open up for me in Sacramento officially. It would have been hard to leave and it would have been hard to say no. I guess the short answer is I’m glad I wasn’t officially put in that spot to have to decide.

Noe: If you could essentially write out how you’d like the rest of your career to unfold, what would that look like for you?

Ross: I would like to do as much play-by-play as I can. I get that opportunity now, but I thirst for more of it. I’ve been lucky to be behind — and I know you know Grant Napear, Gerry Gerould is the radio guy, Grant is the TV guy — I don’t know if I’m technically behind Grant. Gary, I’ve worked so hand in hand with him for so many years. I’ve had the privilege to fill in for him. He is just a legend. He’s amazing. He is still killing it out there and he’s 78.

Whenever his time is done — he needs to write his own script — but whenever he decides he’s finished, I would love, love, love that opportunity to be the radio voice of the Kings. To go with that, to keep doing Sac State football because I’ve done that for 20+ years. If that opened up even more opportunities to do some national play-by-play, I really love radio. If TV came up I wouldn’t say no as far as play-by-play. Everything seems to be leaning towards that.

I enjoy doing the talk shows, but it’s almost like the thing I’m chasing has been play-by-play. If more things open talk show wise, certainly I would do it. I have a show now. I’m thrilled with it.

The PD job was something that became available and I thought, I’m going to grow from this. I wanted to take on that opportunity. I really have learned a lot more about myself and just managing people, and making mistakes, and making right calls, all those kind of things. I’ve enjoyed that, but I guess the thing I’m in a constant chase for is finding more play-by-play.

Noe: I hope that works out for you.

Ross: I hope so too. It’s really tricky because Gary is a friend. He’s awesome, but I know if it was my job, I’d be like, “I’m going until I’m done.” He should. He’s done it for 30-something years and he’s still great. He’s amazing.

Noe: If he was like, “What do you think, man? Do you think I should keep going?” It’d be hard to avoid saying, “No man, you should totally retire.”

Ross: (laughs) Yeah, because my friends always ask me when’s he going to stop? I’m like, “You know, I don’t know.” That’s his call. I root for him. Again, he’s a friend. He’s a mentor. He’s just awesome. I’ve been patient and I hope it would be my position after that, but nothing is ever guaranteed. I would feel really good about my chances though.

BSM Writers

Being Wrong On-Air Isn’t A Bad Thing

…if you feel yourself getting uncomfortable over the fact that you were wrong, stop to realize that’s your pride talking. Your ego. And if people call you out for being wrong, it’s actually a good sign.

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WRONG BAD

In the press conference after the Warriors won their fourth NBA title in eight years, Steph Curry referenced a very specific gesture from a very specific episode of Get Up that aired in August 2021.

“Clearly remember some experts and talking heads putting up the big zero,” Curry said, then holding up a hollowed fist to one eye, looking through it as if it were a telescope.

“How many championships we would have going forward because of everything we went through.”

Yep, Kendrick Perkins and Domonique Foxworth each predicted the Warriors wouldn’t win a single title over the course of the four-year extension Curry had just signed. The Warriors won the NBA title and guess what? Curry gets to gloat.

The funny part to me was the people who felt Perkins or Foxworth should be mad or embarrassed. Why? Because they were wrong?

That’s part of the game. If you’re a host or analyst who is never wrong in a prediction, it’s more likely that you’re excruciatingly boring than exceedingly smart. Being wrong is not necessarily fun, but it’s not a bad thing in this business.

You shouldn’t try to be wrong, but you shouldn’t be afraid of it, either. And if you are wrong, own it. Hold your L as I’ve heard the kids say. Don’t try to minimize it or explain it or try to point out how many other people are wrong, too. Do what Kendrick Perkins did on Get Up the day after the Warriors won the title.

“When they go on to win it, guess what?” He said, sitting next to Mike Greenberg. “You have to eat that.”

Do not do what Perkins did later that morning on First Take.

Perkins: “I come on here and it’s cool, right? Y’all can pull up Perk receipts and things to that nature. And then you give other people a pass like J-Will.”

Jason Williams: “I don’t get passes on this show.”

Perkins: “You had to, you had a receipt, too, because me and you both picked the Memphis Grizzlies to beat the Golden State Warriors, but I’m OK with that. I’m OK with that. Go ahead Stephen A. I know you’re about to have fun and do your thing. Go ahead.”

Stephen A. Smith: “First of all, I’m going to get serious for a second with the both of you, especially you, Perk, and I want to tell you something right now. Let me throw myself on Front Street, we can sit up there and make fun of me. You know how many damn Finals predictions I got wrong? I don’t give a damn. I mean, I got a whole bunch of them wrong. Ain’t no reason to come on the air and defend yourself. Perk, listen man. You were wrong. And we making fun, and Steph Curry making fun of you. You laugh at that my brother. He got you today. That’s all. He got you today.”

It’s absolutely great advice, and if you feel yourself getting uncomfortable over the fact that you were wrong, stop to realize that’s your pride talking. Your ego. And if people call you out for being wrong, it’s actually a good sign. It means they’re not just listening, but holding on to what you say. You matter. Don’t ruin that by getting defensive and testy.

WORTH EVERY PENNY

I did a double-take when I saw Chris Russo’s list of the greatest QB-TE combinations ever on Wednesday and this was before I ever got to Tom Brady-to-Rob Gronkowski listed at No. 5. It was actually No. 4 that stopped me cold: Starr-Kramer.

My first thought: Jerry Kramer didn’t play tight end.

My second thought: I must be unaware of this really good tight end from the Lombardi-era Packers.

After further review, I don’t think that’s necessarily true, either. Ron Kramer did play for the Lombardi-era Packers, and he was a good player. He caught 14 scoring passes in a three-year stretch where he really mattered, but he failed to catch a single touchdown pass in six of the 10 NFL seasons he played. He was named first-team All-Pro once and finished his career with 229 receptions.

Now this is not the only reason that this is an absolutely terrible list. It is the most egregious, however. Bart Starr and Kramer are not among the 25 top QB-TE combinations in NFL history let alone the top five. And if you’re to believe Russo’s list, eighty percent of the top tandems played in the NFL in the 30-year window from 1958 to 1987 with only one tandem from the past 30 years meriting inclusion when this is the era in which tight end production has steadily climbed.

Then I found out that Russo is making $10,000 per appearance on “First Take.”

My first thought: You don’t have to pay that much to get a 60-something white guy to grossly exaggerate how great stuff used to be.

My second thought: That might be the best $10,000 ESPN has ever spent.

Once a week, Russo comes on and draws a reaction out of a younger demographic by playing a good-natured version of Dana Carvey’s Grumpy Old Man. Russo groans to JJ Redick about the lack of fundamental basketball skills in today’s game or he proclaims the majesty of a tight end-quarterback pairing that was among the top five in its decade, but doesn’t sniff the top five of all-time.

And guess what? It works. Redick rolls his eyes, asks Russo which game he’s watching, and on Wednesday he got me to spend a good 25 minutes looking up statistics for some Packers tight end I’d never heard of. Not satisfied with that, I then moved on to determine Russo’s biggest omission from the list, which I’ve concluded is Philip Rivers and Antonio Gates, who connected for 89 touchdowns over 15 seasons, which is only 73 more touchdowns than Kramer scored in his career. John Elway and Shannon Sharpe should be on there, too.

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BSM Writers

Money Isn’t The Key Reason Why Sellers Sell Sports Radio

I started selling sports radio because I enjoyed working with clients who loved sports, our station, and wanted to reach fans with our commercials and promotions.

Jeff Caves

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Radio Sales

A radio salesperson’s value being purely tied to money is overrated to me. Our managers all believe that our main motivation for selling radio is to make more money. They see no problem in asking us to sell more in various ways because it increases our paycheck. We are offered more money to sell digital, NTR, to sell another station in the cluster, weekend remotes, new direct business, or via the phone in 8 hours. 

But is that why you sell sports radio?

In 2022, the Top 10 highest paying sales jobs are all in technology. Not a media company among them. You could argue that if it were all about making money, we should quit and work in tech. Famous bank robber Willie Sutton was asked why he robbed twenty banks over twenty years. He reportedly said,” that’s where the money is”. Sutton is the classic example of a person who wanted what money could provide and was willing to do whatever it took to get it, BUT he also admitted he liked robbing banks and felt alive. So, Sutton didn’t do it just for the money.

A salesperson’s relationship with money and prestige is also at the center of the play Death of a Salesman. Willy Loman is an aging and failing salesman who decides he is worth more dead than alive and kills himself in an auto accident giving his family the death benefit from his life insurance policy. Loman wasn’t working for the money. He wanted the prestige of what money could buy for himself and his family. 

Recently, I met a woman who spent twelve years selling radio from 1999-2011. I asked her why she left her senior sales job. She said she didn’t like the changes in the industry. Consolidation was at its peak, and most salespeople were asked to do more with less help. She described her radio sales job as one with “golden handcuffs”. The station paid her too much money to quit even though she hated the job. She finally quit. The job wasn’t worth the money to her.

I started selling sports radio because I enjoyed working with clients who loved sports, our station, and wanted to reach fans with our commercials and promotions. I never wanted to sell anything else and specifically enjoyed selling programming centered around reaching fans of Boise State University football. That’s it. Very similar to what Mark Glynn and his KJR staff experience when selling Kraken hockey and Huskies football.  

I never thought selling sports radio was the best way to make money. I just enjoyed the way I could make money. I focused on the process and what I enjoyed about the position—the freedom to come and go and set my schedule for the most part. I concentrated on annual contracts and clients who wanted to run radio commercials over the air to get more traffic and build their brand.

Most of my clients were local direct and listened to the station. Some other sales initiatives had steep learning curves, were one-day events or contracted out shaky support staff. In other words, the money didn’t motivate me enough. How I spent my time was more important. 

So, if you are in management, maybe consider why your sales staff is working at the station. Because to me, they’d be robbing banks if it were all about making lots of money.  

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BSM Writers

Media Noise: BSM Podcast Network Round Table

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Demetri Ravanos welcomes the two newest members of the BSM Podcast Network to the show. Brady Farkas and Stephen Strom join for a roundtable discussion that includes the new media, Sage Steele and Roger Goodell telling Congress that Dave Portnoy isn’t banned from NFL events.

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