Connect with us

BSM Writers

Chicago Media Enjoys The Last Dance As Much As You Do

“Covering the Bulls in the ’90s provided a full buffet of stories for sportswriters. Drama, conflict, triumph…never a dull moment.”



I can’t get enough. I need more and I need it now. Forget that, WE need more and WE need it now.

ESPN’s The Last Dance has been a savior during this COVID-19 pandemic. I’m craving sports and action, and the 10-part documentary directed by Jason Hehir is delivering big time. It’s been a ratings winner for the network (last week’s episodes averaged 5.9 million viewers in the time slot) and its certainly been filling a void, left by the suspension of live sports. 

For me, growing up in Chicago and actually covering parts (back up reporter for a Chicago radio station) of the last 3 Bulls Championships, it’s been a fun trip down memory lane. I’m into it. I was on my couch last Sunday yelling things at the TV, when the director took us back to the Bulls/Pistons Eastern Conference Finals in 1991. I can’t tell you exactly what I was screaming, but suffice it to say, it felt like I was watching this event live for the second time.

The behind the scenes access is unprecedented. Michael Jordan dealing with Dennis Rodman’s request for an in-season vacation was priceless in the moment and after the fact. All the subplots to that entire era of Bulls basketball are covered. It’s a sports fan’s dream to be taken behind that curtain to experience what those that were there experienced first-hand. 

Fortunately for me, I’ve remained friends with many of those TV, radio and newspaper reporters and thought, I wondered what they think of all of this. Is it accurate? Is it fun to look back? Just what was the circus like? 

To answer the latter, I posed that question to 3 guys that were there for every bounce of the ball and every media scrum. David Schuster, a Chicago sports veteran, was working for ESPN at the time of what Phil Jackson dubbed “the Last Dance.”

“It was crazy for sure but I loved every minute of it.  How could you not? We were on the front lines of some of the best sports history ever”, says Schuster. “Being a basketball junkie only made it that much better. I said it then and have said it ever since that Michael Jordan is the greatest athlete I’ll ever hope to be around and I saw him from the best seat in the house almost every game.” 

Fred Mitchell is a fixture in Chicago media as well, working for the Chicago Tribune for decades. He sums it all up pretty simply. “Covering the Bulls in the ’90s provided a full buffet of stories for sportswriters. Drama, conflict, triumph…never a dull moment.”

Chris Boden is another veteran of the Chicago sports scene, having worked in radio and television at the time. He was there, representing CBS Radio and TV. He marveled at the sheer size of the media gatherings each and every night in 1997-98.

“Covering the team was nuts. You see a wide shot of Michael’s postgame scrums at home.  That’s what it was like for EVERY home game, several years leading up to that particular season,” says Boden. “I believe it’d take him 30-45 minutes after every game to get treatment, shower, & fully, impeccably dressed. His locker was just outside the door to the shower/training area, so with the mass of humanity crowded into that space, positioning was key.  You had to be ready to attach the mic to a pole if you weren’t within arm’s reach.  Practices weren’t quite that busy, but you’d occasionally have to jockey for position.”

I remember at times literally hanging out in the empty locker to one side of Jordan to have one hand on my microphone and one on the clothes rod in the empty stall. Occasionally, I’d get that look from him. I’m sure I looked a bit foolish, but I had to get the audio. I wish I knew what he was actually thinking. 

Sometimes documentaries don’t exactly live up to the advanced hype. Once in a while the outcome of the video is arranged in a way that the point is missed. This is not the case with The Last Dance.

“I think the documentary has been fantastic and has become must watch television. I envision numerous Emmy’s on the horizon”, says Schuster. “As one who was on the front lines of the entire Bulls dynasty it is so much fun to re-live it again but also nice to see some footage of things that we were not privy to at the time.” 

Boden agrees, “I’ve been really impressed. They’ve circled back to some of the details in the bigger storylines I’d completely forgotten about.” Boden continued, “though I and other sports media may be familiar with the ‘back stories’ they flash back & flash forward to, at times I’m looking for them to get on with the main story since we’ve heard it before.”

Boden thinks this documentary will serve a young crowd well. “I have to remind myself that there’s an entire generation that never saw Michael during his playing career, and the highlights prove to those 20-and-unders that he’d be just as great in today’s game.”

Chris Boden (sports reporter) - Wikipedia

All three members of my media panel agree, that the director is portraying things correctly. 

“To my best recollection, the documentary is accurately portraying facts and sentiments of that time period,” says Mitchell.

Boden is on board too, “I think it’s an accurate portrayal.  I don’t remember this all-access, behind-the-scenes, season-long filming going on for this eventual purpose,” he said. “The fact that the footage is proof and they got EVERYONE to talk confirms it’s an accurate portrayal.”

It got me wondering when Boden mentioned how the ESPN crew got everyone to talk, if this was the “norm” for everyday on the Bulls beat.  Mitchell may have summed it up best: “Michael Jordan was perhaps the most accessible superstar athlete I encountered during my 41-year career at the Chicago Tribune.”

Schuster echoed the sentiment, “I thought he was a super star both on and off the court. He would be available to the media after every game for a ridiculous amount of time. Wave after wave of reporters would ask the same questions and he would answer them all. Pippen was also pretty good but didn’t go through as much as Jordan.” 

Dennis Rodman presented his own challenges to the media covering the team. “Interviewing Dennis Rodman usually meant walking briskly alongside him with a horde of other reporters as he headed out of the United Center en route to a night on the town,” recalled Mitchell.

Tribune sportswriter Fred Mitchell ending 'terrific run'

Schuster remembers that walk down the hallway, “The reporters would have to walk backwards and try and keep up with his pace. I felt like Michael Jackson doing the moon walk”.

Boden felt bad for the cameramen trying to get to Rodman for the newscasts. “It required cameramen to walk backwards if you wanted to see his face, and while some were better at it than others, there would be an occasional tumble.”

Sometimes in sports, you get too close to the situation to actually appreciate what you are experiencing. It is a job after all. With the magnitude of what the Bulls did in the 90’s I wondered if my media panel is enjoying the look back through the lens of the ESPN documentary. 

“At times, so many games, athletes and events become a blur in the moment. Given the benefit of time and perspective,” waxed Mitchell.  “This documentary neatly packages those memories in an organized video scrapbook.” 

Schuster is enjoying the look back. “It’s great fun and I constantly am looking to see if I can find myself in one of the reporter’s scrums or sitting at court side but mostly it’s just fun to re-live the greatest sports dynasty I’ll ever witness personally.”

Boden appreciates the comfortable seat in which he’s watching the documentary from, after being in the epicenter of the live drama. “It’s almost like an ‘I Survived The Last Dance Circus.’  There was never a shortage of storylines but being & staying on top of it all, covering all the bases as best as you could (especially when it came to Rodman), was a grind,” he says. “But at the same time, you realized you were covering Jordan, the bid for a second three-peat, and that’s what you want to do when you sign up for this career.  And amidst whatever frustration you might feel from time to time, you know there are thousands of others in the business who’d love to be in your shoes.”

It was a special time to be covering a special team for these media veterans. By all accounts the folks behind The Last Dance are getting the job done, telling the stories within the stories to shed some new light on the team.

The Last Dance' Episodes 3 and 4: The Jazz show up, Rodman goes ...

I keep asking, is it Sunday yet? I can’t wait for Episodes 5 and 6. 

BSM Writers

Adam The Bull Is Giving Cleveland Something It’s Never Had Before

“It was only more recently that I was like why do I have to only be a radio guy?”



After spending 22 years on the radio, Adam “The Bull” Gerstenhaber was ready for a new adventure.  In fact, the former co-host of Bull and Fox on 92.3 The Fan in Cleveland did not have a new job lined up when he signed off from his 11-year radio home last month.

“I was already leaving without having a new project,” admitted Gerstenhaber during a recent phone interview with BSM.  “I left before I knew for sure I had a ‘next project’.”

Gerstenhaber was preparing for his final show with co-host Dustin Fox on April 1st when he was contacted by an executive producer for TEGNA, a company that was developing a Cleveland sports television show on YouTube.  The executive producer, who had just found out that Bull was a free agent, made it clear that he wanted Bull to be a part of the new project.

It all came together very quickly. 

“Let’s talk on Monday,” Gerstenhaber told the executive producer. “And within a week they signed me up.”

The Ultimate Cleveland Sports Show on YouTube featuring Gerstenhaber, former ESPN personality Jay Crawford, 92.3 The Fan’s Garrett Bush, and rotating hosts to make up a four-person round-table show, made its debut last Monday.  The show, which airs weekdays from 11am to 1pm, features passionate Cleveland sports talk, live guests, either in-studio or via Zoom, as well as interaction from the audience through social media.

“I’m very excited,” said Gerstenhaber.  “It’s a definite adjustment for me after 22 years on radio doing television.  For the last 11 years, I’ve been doing a radio show with just one other host and I was the lead guy doing most of the talking and now I’m on a show with three other people and it’s such an adjustment.  So far, I’m having a ball.”  

And so far, the reaction to the show has been very positive.

A big reason why is that it’s something that Cleveland didn’t have and really never had, unlike a city like New York, where there are local radio shows that are simulcast on regional sports channels. 

“There’s nothing like that in Cleveland,” said Gerstenhaber.  “And there was certainly nothing like this with a panel.  Cleveland is such a massive sports town and now people that don’t live in Cleveland that are maybe retired in Florida or Arizona, now they actually have a TV show that they can watch that’s Cleveland-centric.”

The new venture certainly represents a big change in what Bull has been used to in his radio career.  He’s enjoying the freedom of not having to follow a hard clock for this show. In fact, there have already been some occasions where the show has been able to go a little longer than scheduled because they have the flexibility to do that on YouTube.

Doing a show on YouTube gives the panel a great opportunity to go deep into topics and spend some quality time with guests.  And while there is no cursing on the show at the moment, there could be the potential for that down the road.

Don’t expect the show is going to become X-rated or anything like that, but the objective is to be able to capture the spirit and emotion of being a sports fan and host.

“It’s something we may do in the future,” said Gerstenhaber.  “Not curse just to curse but it gives us the option if we get fired up.  It is allowed because there’s no restrictions there.  The company doesn’t want us to do it at the moment.”  

There’s also been the shift for Gerstenhaber from being the “point guard” on his old radio show, driving the conversation and doing most of the talking, to now taking a step back and having Crawford distributing the ball on the television show.

For a guy called “The Bull”, that will take some getting used to. 

“Jay is a pro’s pro,” said Gerstenhaber.  “He’s the point guard for this but he’s also part of the conversation.  I’m not used to not being the point guard so I have to adjust to that.  I think it’s gone pretty well and the chemistry is pretty good and with time we’ll get used to the flow of it.”  

Gerstenhaber’s move from sports radio to an internet television show is a perfect example of how the industry is changing.  A good portion of the listening and viewing audience these days, especially those in the younger demographic, are not necessarily watching traditional television or listening to terrestrial radio.  For a lot of sports fans, watching and listening on a mobile device or a computer has become a very important way of life.

The desire to adapt, along with a shorter workday, was very enticing to him.

“It was only more recently that I was like why do I have to only be a radio guy?” wondered Gerstenhaber.  “There were things about my job that I was unhappy about.  I was doing a five-hour radio show.  It’s too long. That’s crazy.  Nobody should be doing a five-hour radio show at this point.” 

Broadcasting on the internet has arrived and it’s not just a couple of sports fans doing a show from their garage anymore.  The business has evolved to the point where the technology has provided more opportunities for those who have already enjoyed success in the industry and are looking for new challenges.

Kind of like Adam The Bull!

“I think years ago, probably like many people in the radio business, we looked at internet and podcasts as like whatever…those guys aren’t professionals…they’re amateurs,” said Gerstenhaber.  “But the game has changed.”

Gerstenhaber, Crawford and everyone associated with the “Ultimate Cleveland Sports Show” should not have much of a problem attracting the younger audience. That demographic is already accustomed to watching shows on YouTube and other streaming platforms.  The challenge now is to get the more mature audience on board. There are certainly some obstacles there.

I know this from experience with trying to explain to my mother in Florida how she can hear me on the radio and watch me on television simply by using her tablet.

Bull can certainly relate to that.

“My mother is still trying to figure out how to watch the show live,” said Gerstenhaber with a chuckle.  “The older fans struggle with that. A lot of my older fans here in Cleveland are like how do I watch it? For people that are under 40 and certainly people that under 30, watching a YouTube show is like okay I watch everything on my phone or device.  It’s such a divide and obviously as the years go by, that group will increase.” 

With the television show off and running, Gerstenhaber still has a passion for his roots and that’s the radio side of the business.  In the next couple of weeks, “The Bull” is set to announce the launch of two podcasts, one daily and one weekly, that will begin next month.  But he also hasn’t ruled out the possibility of returning to terrestrial radio at some point.

“I have not closed the door to radio,” said Gerstenhaber.  “I still love radio.  I would still, in the right set of circumstances, consider going back to radio but it would have to really be the perfect situation.  I’m excited about (the television show) and right now I don’t want to do anything else but I’m certainly going to remain open-minded to radio if a really excellent opportunity came up.”

The landscape of the broadcasting industry, particularly when it comes to sports, has certainly changed over the years and continues to evolve.  Adam Gerstenhaber certainly enjoyed a tremendous amount of success on the radio side, both in New York and in Cleveland, but now he has made the transition to something new with the YouTube television show and he’s committed to making it a success.

Continue Reading

BSM Writers

I Heard A Lot of Boring, Uncreative Sports Radio On Friday

“Sometimes your first idea is your best one. You don’t know that though if you stop thinking after one idea. That is what it feels like happens a lot the day after NFL schedules are released”



Maybe this one is on me for expecting better. Maybe I need to take my own advice and accept that there are times the sports radio audience just wants a little comfort food. Still, this is my column and I am going to complain because I listened to probably six different stations on Friday and all of them were doing the exact same thing.

The NFL schedule was released on Thursday night, so on Friday, regardless of daypart, every show seemingly felt obligated to have the same three conversations.

  1. How many games will the home team win?
  2. What does the number of primetime games we got mean for how much respect we have nationally?
  3. Why do the Lions still get to play on Thanksgiving?

Football is king. I get that. Concrete NFL news is always going to take priority. That is understandable. But where was even an ounce of creativity? Where was the desire to do better – not just better than the competition, but better than the other shows in your own building?

I listened to shows in markets from across the league. The conversations were the same regardless of size or history of success. Everyone that picked in the top 5 in last month’s draft is going to go 10-7. Every team that got less than 5 primetime games feels disrespected. It was all so boring.

Those of us in the industry don’t consume content the way listeners do. We all know that. Perhaps I am harping on something that is only a problem to me because I listen to sports talk radio for a living. If you don’t ever want to put more than the bare minimum of effort into your show, decide that is the reason for my reaction and go click on another article here.

Consider this though, maybe the fact that I listen to so much sports radio means I know how much quality there is in this industry. Maybe it means that I can spot someone talented that is phoning it in.

I want to be clear in my point. There is value in giving your record prediction for the home team. Listeners look at the people on the radio as experts. I will bet some futures bets in a lot of markets were made on Friday based on what the gambler heard coming through their speakers. All I want to get across is there is a way to have that conversation that isn’t taking two segments to go through each week one by one. I heard no less than three stations do that on Friday.

Sometimes your first idea is your best one. You don’t know that though if you stop thinking after one idea. That is what it feels like happens a lot the day after NFL schedules are released. It’s a very familiar rhythm: pick the wins, get a guest on to preview the week 1 opponent, take calls, texts and tweets with the listeners’ predictions.

I didn’t hear anyone ask their listeners to sell them on the over for wins. I didn’t hear anyone give me weeks that you could skip Red Zone because one matchup is just too damn good. I didn’t hear anyone go through the Sunday Night Football schedule and pick out the weeks to schedule dates because the matchup isn’t worth it.

Maybe none of those ideas are winners, and that is fine. They are literally three dumb ideas I pulled out of the air. But they are all ways to review the schedule that could potentially leave a smile on your listener’s face.

Show prep is so important, especially in a group setting. It is your chance to tell your partner, producer, or host that you know you can do better than the idea that has just been thrown out. Quit nodding in agreement and challenge each other! It may mean a little more work for you, but it means more reward for the listeners. And if the listeners know they can rely on you for quality, creative content, that leads to more reward for you.

And lay off the Lions. It’s Thanksgiving. You’re stuck at home. The NFL could give you Lions vs Jaguars and you’d watch.

Continue Reading

BSM Writers

Why You Should Be Making Great TikTok Content

“We’re specially trained in the world of TSL (time spent listening), and the longer people view your content on TikTok, the more the app rewards you by shoving your content into more and more feeds.”



It feels like there’s a new social media platform to pay attention to every other week. That makes it easy to overlook when one of them actually presents value to your brand. It wasn’t long ago that TikTok was primarily used by teenagers with the focus being silly dance trends filmed for video consumption with their friends and followers alike. Now, as the general public has become in tune with how this complicated app works, it’s grown far beyond that.

TikTok is now an app used by all types of demographics and unlike TikTok’s closely related cousins Instagram and Facebook, this app provides a certain type of nuance that I think people in our line of work can really excel in. 

Before I get into the nuts and bolts of how you can use TikTok to your advantage and how to make your videos catch on, I think it’s important to first mention why this matters for you. Now, if I’m being realistic, I’m sure there are some that have already stopped reading this or those that could scroll away fast enough when they saw the words TikTok. You might be thinking that this doesn’t fit your demo, or maybe that it’s a waste of time because productivity here won’t directly lead to an uptick in Nielsen ratings. But I’m not sure any social network directly leads to what we ultimately get judged on, and we aren’t always pumping out content directly to our core audience.

TikTok, like any other app you may use, is marketing. This is another free tool to let people out there know who you are and what you offer in this endless sea of content. And the beauty of TikTok is that it directly caters its algorithm to content creators just like us. Bottom line, if you are a personality in sports talk, there’s no reason you can’t be crushing it on TikTok right now. All it takes is a little direction, focus, consistency, and a plan. 

Unlike Instagram, Facebook, and Twitter where you can throw a photo up with a caption and be done for the day, TikTok’s whole model is built on creative videos that keep users engaged for longer periods of time. This approach works. According to Oberlo, a social media stat tracking site, people spend more time per day on TikTok than any other popular social media application. 38 minutes per day!

This is where this is good news for us in talk radio. We’re specially trained in the world of TSL (time spent listening), and the longer people view your content on TikTok, the more the app rewards you by shoving your content into more and more feeds. TikTok’s algorithm doesn’t care how many followers you have, your level of credibility, or the production on your video. All ir cares about is 1) Is your content good. and 2) Are people watching it. 3) How long are they watching it. The more people watch and the longer they watch creates a snowball effect. Your videos views will skyrocket, sometimes within hours. 

So, how do you create content that will catch on? It’s really not all that different than what you do every day. Create thought-provoking commentary that makes people think, argue, or stay till the end to get the info you teased up for them. I’ve found through my own trial and error that it’s best if you stay away from time-sensitive material, I’ve had more success the more evergreen my content is. That way, the shelf life expands beyond just that day or week. This is different for everyone and there’s no one-size-fits-all, but this is where I’ve seen the most success. 

Also, put yourself out there, don’t be afraid to say something that people are going to vehemently disagree with. Again, it’s not unlike what we do every day. It’s one thing to get someone to listen, it’s another to get them to engage. Once they hit you in the comment section, you’ve got them hooked. Comments breed more views and on and on. But don’t just let those sit there, even the smallest interaction back like a shoulder shrug emoji can go a long way in creating more play for your video. 

If you want to grow quickly, create a niche for yourself. The best content creators that I follow on TikTok all put out very similar content for most of their videos. This means, unlike Instagram where it’s great to show what a wildly interesting and eclectic person you are, TikTok users want to know what they’re getting the second your face pops up on that screen. So if you are the sports history guy, be the sports history guy all the time. If you are the top 5 list guy, be the top 5 list guy all the time, and on and on, you get the point. 

Other simple tricks

  • Splice small videos together. Don’t shoot one long video. 
  • 90 seconds to 2 minutes is a sweet spot amount of time. 
  • Add a soft layer of background instrumental music (this feature is found in the app when you are putting the finishing touches on your video) 
  • Label your video across the screen at the start and time it out so that it disappears seconds later. This way a user gets an idea of what the content is immediately and then can focus on you delivering your message thereafter.  
  • Research trending hashtags, they are far more important than whatever you caption your video. 
  • Use closed captions so that people can follow your video without sound. 

Finally, don’t be intimidated by it or snub your nose at it. Anything that helps your brand is worth doing and anything worth doing is worth doing well. 

Continue Reading


Copyright © 2021 Barrett Media.