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The Audience Likes And Believes In Mike Bell

“I’m never going to be the sharpest knife in the drawer, I just think I communicate and connect with people in our city.”

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An old line from the movie Bull Durham sums up a lot of sports radio hosts these days; “I want to announce my presence with authority.” Many hosts try to stand out by being the loudest, or the smartest, or the most daring. They start to resemble peacocks strutting around while trying to grab the audience’s attention. A huge ingredient of enjoying sports radio success is being able to connect with the audience. Some hosts simply forget to ask themselves, am I someone people want to be around?

Mike Bell is an afternoon drive host on 92.9 The Game in Atlanta. He’s also a master at connecting with people. Mike doesn’t want to sit atop his press box perch while looking down upon the unwashed peasants in attendance. The native of Long Island, New York has had Falcons season tickets since 1998. He wants to slap high fives, yell at the top of his lungs, and have enough room to frolic around if Matt Ryan and company have it rolling. In essence, he is his audience.

Radio host Mike Bell suspended three days after sexist 'Anchorman' insult  on Twitter

Mike talks about his relationship on and off the air with tag team partner Carl Dukes. Although Nielsen has a gleam in its eye for Dukes & Bell, Mike mentions having bigger goals than reigning supreme in sports radio. Hey Man beer, being vulnerable on the air, a past mistake with Jessica Mendoza, and his side of a head-scratching radio beef are a few of the other subjects we dive into as well. Enjoy!

BN: When and why did you make your way to the Atlanta area?

MB: I was in Fort Myers, Florida. I was doing morning drive in a top 40 format. I was kind of on hold with my career because of my grandmother; I was taking care of my nana. My dad had passed away and I was kind of waiting for the other shoe to drop. I had her in assisted living. Her money ran out and I had her living with me. It was like a sitcom; a guy in his mid-20s with an 80-year-old lady in his house. [Laughs]

I think you’ll get a kick out of this, it’s very analog, in the old days obviously as the internet was just getting traction, you had Radio & Records. They had like the old blind box ad that said top 10 market seeks comedian with sports knowledge. I was recruited unbeknownst to me by 790 The Zone. I think they had something like 500 tapes and they narrowed it down to five finalists. I was the leader in the clubhouse. They liked me and they brought me in on a Friday. I did my morning show in Fort Myers and flew up and did the interview. I was on afternoon drive as a live audition back in 1998. And it stuck.

It was really like the last of the mom-and-pop stations. I remember we went to the Palm. Everybody was there. We were doing shots. I remember going out with my boss at the time till like five in the morning at a local bar. I finally turned to him and go hey, by the way did I get the job? [Laughs] And he’s like oh yeah, we need you to give them two weeks notice as soon as you can. It was old school when Atlanta was like the Wild Wild West.

BN: Who were your favorite teams when you were growing up?

MB: Being a New Yorker, a big Mets fan. When I was a kid, the Yankees were winning back-to-back World Series and Shea Stadium was falling apart. It was another typical rainy night. If you were at Shea in the old days, you look out, you’d see the World’s Fair, you could see over the Manhattan skyline. It’s a rain delay and I asked my dad the existential question, why are we Mets fans? Let’s go over by these Yankees fans. Catfish Hunter, Reggie Jackson, and the Mets are terrible. 

My old man takes a drag off his Marlboro, and he’s literally like, I’ll tell you why buddy boy, anybody can root for the Yankees. It takes character to be a Mets fan. He said being a Yankee fan was like rooting for the IRS; it was like rooting for the sun to come up. He said yes, we’re like the red-haired stepchildren in New York, but we’re the real New York. We’re the minorities. It was kind of fun. He said by the way if we ever win the World Series, it’ll be ten times sweeter for us as it is for a Yankee fan. That kind of mindset always stuck with me about always sticking with your team or your underdog.

BN: How have your team preferences changed over the years with you being in Atlanta for so long?

MB: I lived in South Florida, so I had Dolphin tickets. I love going to live events. I love live music. I love live sports. So I’ve always tried to support the team wherever I lived. When I moved to Atlanta, I got season tickets for the Falcons. And I’ve had season tickets since 1998. Then it’s kind of cool; you’re invested.

It’s funny when we talk to the players or we have a general manager on, it’s like hey I’m paying for this. Carl too, he also has season tickets, so we don’t sit in the press box. The idea is that we’re invested. We’re speaking for the fan. And not to get all high and mighty, but we put our money where our mouth is. We pay for the tickets. But I’m a big Falcons fan.

The Hawks obviously over the years I’ve gone to a lot of Hawks games. I loved the Thrashers when we had hockey. [Laughs] That ship has sailed. It’s difficult when you do afternoons to go to Braves games because you miss the start, but we try to catch at least maybe 10 during the season on the weekends.

BN: What’s the story about you wanting to work with Carl, but him not wanting to leave Houston initially?

MB: I wouldn’t want to leave Houston if they were going to pay me more money either. [Laughs] I’ve known Carl — we traced it back to the Super Bowl in 2002, the one in New Orleans after 9/11. He was doing middays in Houston and I was doing morning drive in Atlanta. We were like the table across from each other. We just kind of hit it off. We were friends and we’d see each other at Final Fours and Super Bowls, boxing matches in Vegas. Then in 2010 or something like that, we hooked up in Vegas and I said man I’d love to get you to Atlanta. My partner at the time was David Pollack. He was about to head to ESPN full-time.

I had reached out to my management and they at least had a conversation, but I don’t think they ever got close with the money. Then ironically when 92.9 The Game launches, my boss is like, who’s this Carl Dukes working opposite you? I’m like that’s the guy I wanted you to hire. We just got along. We always felt the dynamic of our personalities would be great. And our old agent, rest his soul, Norm Schrutt — Carl and I had the same agent — he used to joke around like, ‘just ‘cause you laugh at the same jokes, who knows if the show will be any good?’ But we always knew it would be a hit if we had the opportunity.

BN: How did Hey Man beer originate?

MB: A couple of years ago, our former program director, Terry Foxx, came to us and said hey there’s this local brewery. They’ve got some marketing people and they’ve reached out to us. They’re interested in doing a beer with you guys. To be quite honest we didn’t really think much of it at the time. But it’s a great local brewery called Oconee, which is halfway to Augusta from Atlanta off I-20. It’s a mom-and-pop brewery. If you’re familiar with SweetWater, it kind of reminds you of the early days of SweetWater here in Atlanta.

We had a meeting, hit it off, then we agreed we’d come up with some different flavors, and do a taste test to see what we liked. Then we would start off on draft. We started off on draft and the next thing you know they want to put it in cans. I’ve been in radio since ‘87; it’s arguably the best guerrilla marketing. It’s better than billboards. The listeners will buy the beer. They’ll take photos of them drinking the beer. They’ll take pictures of them at the store buying the beer. It’s a great way to connect and most importantly it’s not a money grab. The product is really good. It’s a great tasting beer so we did a blonde ale with 5% alcohol by volume. We’ve had it in restaurants and we’ve had it in bars all around Georgia

6 Georgia Beers You Need to Try this Year | Official Georgia Tourism &  Travel Website | Explore Georgia.org

Before COVID, we were going to do the watermelon lime. We did a small batch of that and we had it at a pregame party for the Braves. We’re not a rights holder so we were at a distant parking lot, but we had our tailgate going. Everybody went bananas. We went through however many gallons of beer we had in like minutes. We knew it’d be a big hit. We just obviously couldn’t launch it last year when COVID hit. It just dropped on April 1. It’s been a huge hit.

BN: What are your thoughts on the All-Star Game moving out of Atlanta?

MB: That’s a hot potato. In Carl and I, because you have an African-American host and you have a white guy, you can tackle some of these issues that maybe other shows might want to shy away from. It’s a difficult discussion because the demographics here in our city, it’s kind of like a blue center of a red donut when you’re speaking to the audience, so you’ve got everything from folks out of the rural parts of our listening audience, to folks right in the heart of the city. The All-Star Game, it came so quickly. There was some talk that the players union was discussing it and then boom, the decision was made. 

The problem is like everything else in 2021, people immediately look at the headline but they don’t read the story. People went to their corner and started shouting about it. It’s frustrating because the people who ultimately suffer are the folks who need it the most. The folks that are going to be selling the beer, the folks working at the hotels, working at the restaurants. While I understand the logic behind Major League Baseball doing it, I didn’t think the execution made sense. Especially to pull it out of a city like Atlanta and take it to a city like Denver. Those demographics are completely different.

BN: When topics dip into politics, how do you guys like to handle it on the show?

MB: I think in this day and age people turn to sports as a release. It’s my escape from the real world. It’s my escape from everything else that I’m bombarded with. But there are some stories you just can’t ignore. Carl and I have always made it a point to say we’re not going to ignore it. When we had the social justice protests, we weren’t going to not talk about that. We got very emotional talking about that. 

We talked about Kaepernick. I said look, I grew up hand over my heart singing the national anthem. I think my phrase was my American journey is a lot different than other people. We use phrases like empathy and try to put yourself in another person’s shoes and then have a discussion about it. Now of course there are people out there, the moment you talk about Kaepernick and you try to rationalize something like that, boom they’re gone. They’re not going to listen to that. I think the ratings reflect that when we do get into these issues, it doesn’t hurt us. It’s definitely something that is too big to ignore.

BN: Why do you think the 2 Live Stews aren’t back on the air in Atlanta right now?

MB: I couldn’t speak to that. I’m out of my depth. I know that they did a fantastic job when we were together at 790. But I can’t speak to that. I know they had the same representation that I had back in the day with Norm, my old agent. But I don’t know what’s going on with those guys.

BN: What’s something you’ve shared about yourself on the air or been vulnerable about over the years?

MB: That’s a good question. It’s kind of what you just talked about; we talk about sports and things that are lifestyle. We just talked about it last week with Mother’s Day. I’m adopted and at times in my life it was difficult. We connected with my biological mom. We talked about that, not that there was a stigma to it, but how you go through your life’s journey and eventually you get closure. That’s probably the most intimate detail I’ve shared.

BN: How difficult was that for you to do?

MB: Once you get rolling it’s pretty easy. It’s conversations I’ve had with Carl in private so we just kind of extended it to on air.

BN: What do you think is the key to connecting with listeners?

MB: I’m never going to be the sharpest knife in the drawer, I just think I communicate and connect with people in our city. And being straight with them. When we talk about something, people know we’re not manufacturing a topic. It’s not you take this side and I’ll take that side. Sometimes when Carl and I get into a real raging argument, it’s almost like the kids are listening to mom and dad, like please guys, don’t fight. We don’t manufacture fake, phony arguments. It’s all coming from the heart. It’s legit.

BN: What was your reaction to what Mark Zinno had to say about you recently?

MB: [Laughs] You know what, I don’t really know where he’s coming from. If he felt that there was a text message back four years ago when we were talking about the show and I used a take of his — I would say this, it’d be the first time I’ve ever agreed with him. No good deed goes unpunished with Zinno. I tried to give him advice about the market when I first met him and he first came to the station. I tried to help him get representation. We look at the world through two different lenses. Honestly I have no idea what he was talking about, but apparently it was a red-letter day for him I guess.

BN: Any regrets about calling Jessica Mendoza “Tits McGhee”?

MB: Yeah, that was dumb. Again it’s a changing landscape of pop culture and radio. Luckily my bosses allowed me to speak from the heart when I made my apology. But more importantly, learning about it. There’s things you just can’t do. Carl and I were having this discussion, I forget how it came up, not specifically about Jessica Mendoza but it was a politician or an athlete who got in trouble. We talked about it; there are things you cannot do in the workplace anymore. It’s a lesson learned.

BN: Dan McNeil in Chicago got fired for tweeting something critical about Maria Taylor. Do you ever see stories like that and think you’re lucky to still have your gig?

MB: It’s definitely when you think of the timing of things. There’s right and wrong in the world and what I did was clearly wrong. I was suspended for it and came back. If the audience likes you or believes in you, and they realize where you’re coming from, and realize you made a mistake — on the flip side, there’s also cancel culture. Would I have survived something like that today? I don’t know.
 
BN: What’s your favorite sports radio moment that you might flash back to from time to time?

MB: Wow, that’s a great one. The Falcons going to the Super Bowl was surreal. It’s kind of like it was the best of times, it was the worst of times. The week in Houston was so awesome. The funny part of it was nobody liked the Patriots. All the Texans fans we met, everywhere we went, people were pulling for Atlanta. We had a big pep rally. CeeLo played the thing. The place was off the chain. It was a perfect buildup just to have your heart broken.

That week we did a bus trip. One of our sponsors Wade Ford — we took a bus with all of our personalities. We drove down to Houston in this bus with a wrap of our logo. It was freaking great. The whole week, the best building up to a moment, you’ve got this big lead and then only to have the rug pulled out from under your feet. It was obviously heartbreaking. Matter of fact, it was so heartbreaking, I think the only time we’ve had a period where there was a dip in the ratings, were people literally so heartbroken that they didn’t even want to talk about it in February that year.

BN: What has it been like to see anything related to 28-3 after that loss?

MB: There are so many angles to it. The Saints are our mortal enemy. I think it’s the greatest rivalry in the NFL. I don’t think people appreciate just how passionate the fan bases are. Two primarily African American fan bases in the South. The trash talking.

We had Saints fans flying banners over us “28-3 never forget”. It’s got so much more juice and so much more heat than something like what the Packers and Bears are supposed to be. Even when we’re bad, it’s the greatest rivalry. Just the fact that they’ve got the ring, and obviously the ring is the thing, it validates you. Unfortunately for Atlanta, we call it Atlanta-itis on the radio, where sometimes you feel like whether it’s Georgia football or the Braves, you just have a sense of fatalism that something’s not going to turn out, which I hate it. I don’t think anything is interconnected, but it’s just part of the psyche now.

BN: When you look to the future, do you have any goals or things in mind you’d like to experience over the next five to 10 years?

MB: Well I’m 52, so I probably missed my window to get syndicated. [Laughs] I’m very happy. I’m truly happy and just blessed. I hope that Carl and I can at least — I don’t know if we can make it to retirement because we might get retired in this business. I would love to be number one overall in the city. That’s big to us. The political world just keeps on churning, so that news cycle doesn’t end. To be number one in the city for us would truly be my goal at this stage.

Dukes & Bell | 92.9 The Game

BN: Interesting. So you look at it not just as number one in sports radio, but you want to be number one in any radio format?

MB: Correct. That’s just it. We’re consistently, I don’t know if you’ve ever seen a breakdown of our demographics, but we’re always consistently top three, or top two. In 18-49 we’ve been consistently number one in a number of books over the last couple of years. There are heritage stations in town and we’re still a relative newbie by radio standards, but we have the best station in town. We just have to keep plugging away.

Barrett Blogs

Would Local Radio Benefit From Hosting An Annual Upfront?

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How many times have you heard this sentence uttered at conferences or in one of the trades; radio has to do a better job of telling its story. Sounds reasonable enough right? After all, your brands and companies stand a better chance of being more consumed and invested in the more that others know about them.

But what specifically about your brand’s story matters to those listening or spending money on it? Which outlets are you supposed to share that news with to grow your listenership and advertising? And who is telling the story? Is it someone who works for your company and has a motive to advance a professional agenda, or someone who’s independent and may point out a few holes in your strategy, execution, and results?

As professionals working in the media business, we’re supposed to be experts in the field of communications. But are we? We’re good at relaying news when it makes us look good or highlights a competitor coming up short. How do we respond though when the story isn’t told the we want it to? Better yet, how many times do sports/news talk brands relay information that isn’t tied to quarterly ratings, revenue or a new contract being signed? We like to celebrate the numbers that matter to us and our teams, but we don’t spend much time thinking about if those numbers matter to the right groups – the audience and the advertisers.

Having covered the sports and news media business for the past seven years, and published nearly eighteen thousand pieces of content, you’d be stunned if you saw how many nuggets of information get sent to us from industry folks looking for publicity vs. having to chase people down for details or read things on social media or listen to or watch shows to promote relevant material. Spoiler alert, most of what we produce comes from digging. There are a handful of outlets and PR folks who are great, and five or six PD’s who do an excellent job consistently promoting news or cool things associated with their brands and people. Some talent are good too at sharing content or tips that our website may have an interest in.

Whether I give the green light to publish the material or not, I appreciate that folks look for ways to keep their brands and shows on everyone’s radar. Brand leaders and marketing directors should be battling daily in my opinion for recognition anywhere and everywhere it’s available. If nobody is talking about your brand then you have to give them a reason to.

I’m writing this column today because I just spent a day in New York City at the Disney Upfront, which was attended by a few thousand advertising professionals. Though I’d have preferred a greater focus on ESPN than what was offered, I understand that a company the size of Disney with so many rich content offerings is going to have to condense things or they’d literally need a full week of Upfronts to cover it all. They’re also trying to reach buyers and advertising professionals who have interests in more than just sports.

What stood out to me while I was in attendance was how much detail went into putting on a show to inform, entertain, and engage advertising professionals. Disney understands the value of telling its story to the right crowd, and they rolled out the heavy hitters for it. There was a strong mix of stars, executives, promotion of upcoming shows, breaking news about network deals, access to the people responsible for bringing advertising to life, and of course, free drinks. It was easy for everyone in the room to gain an understanding of the company’s culture, vision, success, and plans to capture more market share.

As I sat in my seat, I wondered ‘why doesn’t radio do this on a local level‘? I’m not talking about entertaining clients in a suite, having a business dinner for a small group of clients or inviting business owners and agency reps to the office for a rollout of forthcoming plans. I’m talking about creating an annual event that showcases the power of a cluster, the stars who are connected to the company’s various brands, unveiling new shows, promotions and deals, and using the event as a driver to attract more business.

Too often I see our industry rely on things that have worked in the past. We assume that if it worked before there’s no need to reinvent the wheel for the client. Sometimes that’s even true. Maybe the advertiser likes to keep things simple and communicate by phone, email or in-person lunch meetings. Maybe a creative powerpoint presentation is all you need to get them to say yes. If it’s working and you feel that’s the best way forward to close business, continue with that approach. There’s more than one way to reach the finish line.

But I believe that most people like being exposed to fresh ideas, and given a peak behind the curtain. The word ‘new’ excites people. Why do you think Apple introduces a new iPhone each year or two. We lose sight sometimes of how important our brands and people are to those not inside the walls of our offices. We forget that whether a client spends ten thousand or ten million dollars per year with our company, they still like to be entertained. When you allow business people to feel the excitement associated with your brand’s upcoming events, see the presentations on a screen, and hear from and interact with the stars involved in it, you make them feel more special. I think you stand a better chance of closing deals and building stronger relationships that way.

Given that many local clusters have relationships with hotels, theaters, teams, restaurants, etc. there’s no reason you can’t find a central location, and put together an advertiser appreciation day that makes partners feel valued. You don’t have to rent out Pier 36 like Disney or secure the field at a baseball stadium to make a strong impression. We show listeners they’re valued regularly by giving away tickets, cash, fan appreciation parties, etc. and guess what, it works! Yes there are expenses involved putting on events, and no manager wants to hear about spending money without feeling confident they’ll generate a return on investment. That said, taking calculated risks is essential to growing a business. Every day that goes by where you operate with a ‘relying on the past’ mindset, and refuse to invest in growth opportunities, is one that leaves open the door for others to make sure your future is less promising.

There are likely a few examples of groups doing a smaller scaled version of what I’m suggesting. If you’re doing this already, I’d love to hear about it. Hit me up through email at JBarrett@sportsradiopd.com. By and large though, I don’t see a lot of must-see, must-discuss events like this created that lead to a surplus of press, increased relationships, and most importantly, increased sales. Yet it can be done. Judging from some of the feedback I received yesterday talking to people in the room, it makes an impression, and it matters.

I don’t claim to know how many ad agency executives and buyers returned to the office from the Disney Upfront and reached out to sign new advertising deals with the company. What I am confident in is that Disney wouldn’t invest resources in creating this event nor would other national groups like NBC, FOX, CBS, WarnerMedia, etc. if they didn’t feel it was beneficial to their business. Rather than relying on ratings and revenue stories that serve our own interests, maybe we’d help ourselves more by allowing our partners and potential clients to experience what makes our brands special. It works with our listeners, and can work with advertisers too.

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BSM Writers

Brandon Kiley Doesn’t Pretend To Be Someone He’s Not

“There was a time where the audience probably said, this guy isn’t a St Louisan. But this is home for me now and I’ve adopted it.”

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There must have been something about Brandon Kiley that everyone saw as a young aspiring sports radio host. Nick Wright saw enough to bring him to Houston at SportsRadio 610 as an intern for a summer. Will Palaszczuk saw enough to urge him to apply for his old job in Columbia, MO at KTGR. Ben Heisler saw enough to know he’d fit perfectly with Carrington Harrison in afternoon drive at 610 Sports in Kansas City. 

Maybe you can chalk it up to Kiley being able to make such great contacts. Or maybe it’s just that he was supremely talented at a young age. Odds are it’s a combination of both. But he was destined to be a sports talk host somewhere, it just turns out he’s having success over the air in a city he never imagined he’d work in. 

A Kansas City kid, Kiley knew at 16 years old he wanted to be a sports radio host. He was even more sure of it when he started doing college radio at Mizzou. But it was in Houston where he got his real taste of what sports radio was like.

“I went to 610 in Houston for the morning show with Nick Wright,” Kiley said. “He basically just assigned me as an extra producer. We had known about each other through Twitter and I had a little bit of a relationship with him beforehand. I think he knew I was willing and able to take on more tasks than a typical intern would usually do. Essentially, I became an extra guest booker, cut audio for them, and came up with topics at night. It was like he had an extra producer for the summer and it was my first real experience doing something like that.”

Imagine the confidence he left Houston with as he traveled back to Columbia for another year of college at Mizzou. Few, if any, on campus could have claimed the kind of summer Kiley just had. He parlayed that experience into a once-a-week show at KCOU, the student radio station. The following semester, he pitched the idea of doing a daily show

“I told them I’d take any time slot available,” Kiley said. “The one that I got was the very glamorous 6-7 am time slot. There weren’t a whole lot of college kids that wanted to wake up that early every morning. I ended up having a rotating cast of co-hosts and it ended up being super valuable because I learned how to work with a lot of types of personalities.”

He excelled as a host and found his style behind the mic, and soon after, he got his first big break. In March of 2014, Will Palaszczuk contacted Kiley and told him he was taking another radio job outside the market. The two knew of each other, seeing as both were in Columbia and covering the same games in town. Palacsuk told Kiley he needed to apply for the spot he was leaving at KTGR.

“There was literally one sports station and one sports show in town and it was that one,” Kiley said. “I applied to him the previous semester and said, hey man, if you guys have anything available I would love to come work there. It just so happened he got a job elsewhere and he called me up and said, ‘Hey man, I don’t know what your plans are, I’m about to take another job and they’re going to post my job available. I don’t know if they’re going to make it a producer or co-host gig, but I think you should apply because I think you’d be good at it’. Will’s good work helped a ton in terms of me landing the gig. I graduated and told them I wanted to make it full-time.I was essentially a producer and co-host for the afternoon show. I never even applied anywhere outside of Columbia”

For two years, Kiley stayed at KTGR and covered the Missouri Tigers. He was fresh out of college and living in a college town doing what he loved in his early 20’s. It wasn’t a bad life. But one night in Columbia changed his entire professional career. It just so happened it occurred on the rooftop at Harpo’s, one of the most well-known establishments in town.

“My roommate at the time, we both worked at the radio station in Columbia,” said Kiley. “He worked at the hit music station and I worked at the sports station. We all went out one night at Harpo’s and he said, ‘Hey, I just want to let you guys know I’m getting out of radio and moving to Kansas City.’ I was like, oh shit, what am I going to do? Our lease was up in two months, so the timing worked out well and I was looking at Barrett Sports Media looking where I could go next.”

“My girlfriend at the time, now my wife, was from St. Louis and there was a job available there. I had always thought, that’s not a place I want to live, why would I ever want to live in St. Louis? They didn’t have a football team, it just didn’t seem like a great fit for me. But my buddy tells me he’s moving and I’m like, St, Louis it is! That night I ended up applying for the job and got a call back from Chris “Hoss” Neupert, who at the time was the PD here, and asked if I would be interviewed with him and Kevin Wheeler, whose show I would be producing.”

So off to St. Louis he goes. For three and a half years, Kiley embraces his new city and tries to work his way up at 101 ESPN. 

But the Kansas City kid felt a pull back to his hometown. Oddly enough, Ben Heisler even reached out to tell him he was leaving the station to pursue another opportunity in sports. It felt like the perfect time to pursue his dream of doing sports radio at the station he grew up listening to.

“I’m from Kansas City and grew up listening to 610 Sports Radio,” Kiley said. “A guy I listened to growing up was Nick Wright. I also listened to a bunch of Carrington Harrison, Danny Parkins and Ben Heisler. Those guys had what I consider one of the best shows in Kansas City sports radio history. I got to know them through Twitter and Heisler sent me a text. He knows I’ve always been interested in moving to KC. He tells me he’s about to get out of radio and into more fantasy football stuff and his job is going to come open.

“I had applied for multiple other jobs in KC over the years and had never gotten any real consideration. When Heisler left, I knew Carrington and thought this might work out. I ended up getting in contact with their PD Steven Spector and it felt like a real opportunity. I got what I considered to be my dream job, producing in the afternoons and hosting a Saturday show at 610 Sports. I thought, what could there be more in life than this? This is the best.”

But life happened and he had to make a decision around three months after moving to Kansas City.

“2-3 months later it became clear, it was going to be difficult for my girlfriend, now wife, to move to Kansas City with all of the family ties she had in St. Louis,” said Kiley. “It was the decision of, do you stay in Kansas City and chase the dream or do we alter the dream, in terms of the job, and see if there’s anything in St. Louis?”

He never thought his best years and most successful years as a sports radio host would come in St. Louis but they have. It’s a city he loves and he’s worked hard in hopes it will love him back. But he’s also not going to pretend to be someone he’s not. Though it can sometimes be hard for St Louisans to accept someone that’s not from there, Kiley doesn’t act like he attended World Series games in 1982, listened to Jack Buck growing up or watched Kurt Warner at the Edward Jones Dome. He’s himself.

“That wasn’t my love and I can’t pretend that it was,” said Kiley. “Have there been times, especially early on where that was a potential issue for me? Yeah it was. There was a time where the audience probably said, this guy isn’t a St Louisan. But this is home for me now and I’ve adopted it. It does in a lot of ways remind me of Kansas City, where if you take the time to know what the soul of the city really is, in terms of sports, I think people can appreciate and respect it.”

Kiley doesn’t hold on to his Kansas City roots on the air, in terms of the topics he talks about. He’s a Chiefs fan and even writes for Arrowhead Pride, but he’s not going to talk a lot about the Chiefs in a city that doesn’t have an NFL team. He’s also a Mizzou grad and talks about the teams on Rock M Nation, but again, he’s rarely, if ever, going to do several segments a day on the Tigers. Instead, he knows the audience wants to hear about the Cardinals. Blues talk is clearly next in line. Everything else falls down the order if not off of it completely. 

Kiley grew up watching baseball, so he can easily break down what issues the Cards’ offense may be having in the middle of May, but hockey was different. He didn’t grow up around the game and the transition to having in-depth conversations on the Blues was a more difficult task. 

“When I came here the first time it was during the middle of a Blues’ playoff run. At that time I was just plopped into this thing, and I didn’t know shit about hockey. I had probably watched about 10 hockey games in my entire life. I’m looking at Kevin Wheeler like, I’ve got to be honest I don’t have a lot on hockey I’m going to be able to help you with. If you could help bring me along with it, that would be great. Over the years I’ve been able to take it in. I used to host a show with Jamie Rivers, who’s a former Blues player. If you told me five years ago I’d be able to do that, much less enjoy doing that, I would have said you’re out of your damn mind.”

Whereas most sports radio shows in football markets are searching for content to help fill segments, this is one of the sweetest times of the year for Kiley and everyone at 101 ESPN. The Blues are deep in the playoffs and the Major League Baseball season is underway. His show BK and Ferrario covers it all every weekday from 11 am – 2 pm. 

Kiley never thought this would be his life, but he loves what he’s built in St.Louis and doesn’t give off the vibe he’s looking to leave anytime soon. He’s a great example of someone who didn’t pigeonhole himself into just one market. He was willing to look outside of his hometown and has found true success. 

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Will Middlebrooks Has Been The Breakout Star Of The Red Sox Season

“If I was going to work for an organization or a regional sports network, why not the Red Sox, for someone that I’m actually a fan of?”

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The Boston Red Sox experience in 2022 is just different. In every way.

The team has struggled out of the gate. They certainly aren’t the team that was two wins away from the World Series last year.

Fenway Park doesn’t even accept cash anymore.

But it’s not just that the Red Sox are different on the field or at the ballpark – they are different on television too.

When loveable, longtime Sox broadcaster Jerry Remy died in October 2021 at the age of 68, we knew that consuming the Red Sox on TV would never be the same.

There is no replacing Jerry Remy. One person can’t do it. No way.

And the fans know it.

The bosses at the NESN know it too. They haven’t tried to replace Remy on the broadcasts with just one person. 

In fact, they’ve brought in several new people to the broadcast team. A group of people just rotating in, giving viewers a different experience and a different perspective every night. 

They’ve added former Red Sox players Kevin Youkilis and Kevin Millar to the broadcast booth roster. They’ve added Tony Massarotti of 98.5 The Sports Hub as well.

And in the pre- and post-game studio, they’ve taken a similar approach, which is an extension of previous years, mixing and matching host Tom Caron with a slew of former Red Sox players including Jim Rice, Tim Wakefield, Ellis Burks, Lenny DiNardo, and former Sox infielder Will Middlebrooks, who will be in the studio for about 40 games this season.

I think that NESN has found a formula that works. It’s been fun and informative – and different. In a year that serves as a constant reminder of what’s been lost as a viewer, it’s refreshing to realize that these broadcast teams are giving you something gained.

A star is born.

When I mentioned to Caron that I wanted to write a piece on Middlebrooks, he said: “He’s a rising star.”

And it’s easy to see why he feels that way.

Will Middlebrooks is young (33), accessible, opinionated, active on social media, and he has the playing resume to legitimize his point of view.

But it took some real coaxing to get into the business in the first place. After a devastating leg injury ended his playing career in 2019, Middlebrooks was unhappy.

“I sat around and sulked and was angry about it for about three months,” he said. “And my wife, Jenny (Dell), finally said, ‘You need to get off your butt and do something, find not just, work, but find something you’re passionate about again.’”

He didn’t know at that time that he was passionate about media work, but Dell, who works for CBS Sports, volunteered him to do a show at CBS Sports HQ in Ft. Lauderdale, near where their family resides.

“She said, like it or not, you have a show in three days. You’re going to try it out, and if you’re good at it, they’re going to hire you,” he recounts of their conversation. “I was like, I don’t want to do it. I’m not ready to talk about baseball. I hate baseball right now. I just have such a bad taste in my mouth from everything that happened over the past year.”

But that didn’t deter Dell from pushing her husband to take the chance.

“She said, well, I don’t care. I already told them that said you would do it,” he says. “So she kind of threw me to the wolves, but for the best. And I went in and I gritted my teeth and just got it done and then talked baseball. I did it a couple of more times and they said, ‘Hey, you’re decent at this. We’re going to hire you on for a year!” “And here we are, I’m four years into it,” he joked.

And over those four years, Middlebrooks has ballooned into one of the most recognizable follows for baseball fans. In addition to working at NESN and CBS Sports, he’s also one-half of the Wake and Rake podcast, has appeared on ESPN Radio, has done color commentary for college baseball, and has more than 155,000 Twitter followers.

Resonating with Boston 

When I ask Middlebrooks about landing the NESN gig for 2022, he beams through the phone. He says he wanted the challenge of working in Boston and he welcomed the opportunity to expand his media footprint.

It’s evident that he loves the Red Sox – and the city of Boston. How couldn’t he? He made his Major League debut with the organization, played parts of three seasons with the team, won a World Series with the Sox, and met his wife in the city.

“If I was going to work for an organization or a regional sports network, why not the Red Sox, for someone that I’m actually a fan of?” he said. 

While it’s clear that Will loves Boston, and it’s clear why NESN loves him, what needs more unpacking is the attachment that the Red Sox fans have to him considering he spent just those three seasons there and doesn’t live in New England full-time. 

Middlebrooks can’t quite figure out why the people of the region hold him so close, but he does have a good hypothesis.

“I think that if I left anything, it was people saying, ‘well, he played hard. He gave everything he had,’ he said. “And I know that’s really important in Boston, just the blue-collar mentality of ‘keep your head down, work, play as hard as you can, even if things aren’t going well, just bust your butt and be a good teammate and all that.’”

But there just may be something else at play.

“I think a lot maybe had to do with when the marathon bombings (2013) happened…I’m pretty outspoken on social media about that stuff and with my teammates, we all rallied around each other,” he said. “I think I was just lucky enough to be a part of a team that was really special to everybody in Boston. So they embraced me after that.”

The Family Dynamic 

Dell has been in sports media for more than a decade as a host and sideline reporter for CBS and NESN before that. She knows the business and its nuances. She understands when and how to look at the camera and when and how to ask questions of athletes. She knows the expectations of her husband’s current employers. She’s undoubtedly a great resource to have.

But as Middlebrooks finds his own footing in the business, and as his star grows, what is that dynamic like? She has the answers to the tests already, but how does he balance using that resource versus figuring things out on his own?

“I’m very open to anything she has to say,” he said. “I’ll come out of my office, like, ‘Hey, that was pretty good!’ And she’s like, ‘Yeah, it was good…but…”

“She always has something, and at first it used to really annoy me, because I’m like, man, I thought I was doing really good,” he said. “And she’s like, ‘No, you are doing good. I’m just trying to help you get to that next level. There are just little things here and there that you don’t know.’ And as a competitor, it’s really frustrating. But you know, after a couple of minutes I walk away, I’m like, you know what? I’m really appreciative to have that access to someone that can help.”

What’s Next?

At such a young age with such already vast experiences, it seems plausible that even bigger media steps could be in play for the former infielder. I asked him if he has a goal he’s working towards. Sunday Night Baseball? The MLB Network? Something else?

“One thing I’ve really learned is to not look too far down the road and kind of just live in the moment and enjoy the moment,” he said. “I’m really happy with being with with CBS and with NESN, and within that umbrella, of course, I would like to grow. Does that mean in the booth? Does that mean more games pre and post? Sure I’m up for anything where they want me, because what I’m doing right now, I feel like is a dream job outside of playing and I’m so happy with it.”

Middlebrooks has been on the NESN broadcasts all week and will continue through this weekend as the Red Sox host the Mariners in a four-game series.

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