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Boomer & Gio: Why Does New York Post’s Premium Sports Site Exist?

“The stuff that is Post Sports+ I wouldn’t touch with somebody else’s eyes.”

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With the departure of Steve Somers from WFAN, along with the implementation of new premium subscription services, such as The Athletic and ESPN+, WFAN welcomed sports media columnist for The New York Post Andrew Marchand to the program to talk about the latest happenings across the industry. The conversation centered around a foray into the concept of “Post Sports+,” a new paid subscription service being offered by The New York Post which is being branded as “A whole new ball game for The Best Sports in Town.” Many of Marchand’s columns about the latest news in sports media are available to read for free on The New York Post website, and he often tweets about the latest news in the industry on his own personal Twitter page, making his role within the service seem, at least to the hosts of Boomer and Gio, confounding.

“I read the New York Post sports section every day,” said Gregg Gianotti. “I think it’s some of the best reporting that we have in the City… I’m a guy who is consuming your stuff every single day. The stuff that is Post Sports+ I wouldn’t touch with somebody else’s eyes… If you’re going to do Post Sports+, why not put the good stuff behind the paywall?”

Marchand explained the strategy being enacted by The New York Post to augment its revenue stream.

“I think what we’re doing is more additive,” said Marchand. “[For] people that have read the Post online previously, nothing’s changed. If you like sports media, I’m now doing a Monday newsletter all about sports media [where] I’m trying to give you more in terms of inside the business. That’s extra, and part of your monthly subscription… Obviously, what we’re trying to do is add revenue, but do it without taking that core business where we’re getting millions of people every day who come to the website.”

Marchand continued to elaborate on the strategy when pressed by Giannotti regarding just who this subscription service was appealing to, ostensibly positing that it is an effort to ensure that The New York Post stays around for another 220 years.

“You’re not getting everybody,” elucidated Marchand. “That’s not how a subscription works. If you get one out of 10 people, then you have a chance at success. Because of the digital world, [distribution] has changed. Back in the day, The New York Post could only reach as far as the trucks would drive. Now [with] distribution, you can reach around the world. I don’t know our demographics of Post Sports+, but in theory, when you look at a subscription site, you get a certain amount that’s additive revenue to The New York Post, and that’s the idea behind it.”

Show co-host and former NFL quarterback Boomer Esiason then chimed in on the discussion, discerning what he does when WFAN asks him to participate in extra station activities, such as meeting with sponsors, in a lighthearted exchange.

“I wouldn’t really do a lot,” said Esiason. “I used to do a lot. No more — I just tell them to go eff off and leave me alone… No, I’m just kidding.”

“That might have worked with [Mark] Chernoff, but is that going to work with Spike Eskin?,” questioned Marchand, generating laughter in the studios at 345 Hudson St.

Esiason then spoke about the burden it is for him to be bothered by multiple subscription services from The New York Post; that is, having to subscribe to both the paper itself and Post Sports+ to get a full plethora of stories. He believes the paper is making a mistake in this regard, and, as a writer, Marchand agrees.

“I’ve asked about that because I actually agree with you on that one,” said Marchand. “I’ve been told that they’re working on that. I tend to agree that there should be some sort of deal there — [maybe] if you’re paying for The New York Post app, maybe you get Post Sports+?”

Whatever the future holds for Post Sports+, Marchand figures to be covering the world of sports media across multiple platforms, aligning with the approach many sectors of traditional and digital media are beginning to take in producing and distributing their content to the largest audience possible.

Sports Radio News

16.9% of All Sports Radio Listeners Are Streaming

The news comes as Nielsen reported that 11.3% of all radio listenership comes thru a stream, up from 6.9% in May of 2020.

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Streaming Radio

According to Nielsen, sports radio stations are the third-most streamed spoken word format, just behind Talk/Personality and News/Talk/Info. The trend is continuing to show that streaming is on the uptick.

The survey found that in May 2022, 16.9% of sports talk radio’s audience tunes in via the station’s online stream. That news comes as Nielson reported that 11.3% of all radio listenership comes thru a stream, up from 6.9% in May of 2020.

Nielsen notes that in the 45 PPM markets they are grabbing data from and the 4,800+ stations that stream in those markets, just 30% of them are encoded. That encoding allows for Nielsen to accurately measure the streams. They used the listener data from 1,500 stations across the U.S., in their latest report, AM/FM Radio Streaming Growth in PPM Markets

The survey also showed that streaming levels differ widely by radio format. Spoken word formats display strong streaming listenership (Talk/Personality: 31.2%, News/Talk/Info: 19.1%, All Sports: 16.9%). In fact, Nielsen found that 1/3 of all AM/FM streaming in PPM markets is to spoken word formats.

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Sports Radio News

New Study Finds Listeners to MLB on Radio Are Willing to Spend

More than one third (34%) of the respondents recently purchased clothing/apparel that features their favorite team… 27% have visited a ballpark in the past year. That compares to only 19% of the average MLB fan base has made an apparel purchase to support their team while just 11% have gone to a game in person in that same time span.

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MLB Radio

When it comes to advertiser’s attempting to reach an affluent and engaged audience, sports talk radio might have a whale on their hands. Major League Baseball play-by-play features an audience that has money and has no problems spending it.

In a recent MRI-Simmons study, data shows that consumers who listen to MLB broadcasts on the radio are the perfect audience for sports marketers. According to the analysis, done by Katz Radio Group, nearly two thirds (62%) of those surveyed consider themselves “super fans” of baseball. That number is 58% higher than the average.

Radio Listeners to MLB

Those “super fans” are willing to spend to support their team, as well. More than one third (34%) of the respondents recently purchased clothing/apparel that features their favorite team. Those fans are also far more willing to make the trip to see their team. The study found that 27% have visited a ballpark in the past year. That compares to only 19% of the average MLB fan base has made an apparel purchase to support their team while just 11% have gone to a game in person in that same time span.

The news continues getting better for advertisers. Continued analysis reveals that 66% of listeners are currently employed and have a median household income greater than $106,000.

Listeners to MLB games on the radio are also 34% more likely to place a sports bet and 106% more likely to be a participant in fantasy baseball.

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Sports Radio News

Jeff Dean Signs Off At ESPN Tucson for The Final Time

Dean said on Facebook: “…the years of burning the candle at both ends has taken a dire toll on my health and for the first time in my life, I’m going to put myself and my livelihood first”

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Jeff Dean Show

Fans will no longer be able to tune into ESPN Tucson and hear Jeff Dean hosting his show. Friday morning was his last show, according to his Facebook and Twitter pages.

The Jeff Dean Show had been airing from 7-9a MT weekday mornings. Dean took to social media to relay the news and the reason behind him stepping away from the microphone. Dean said on Facebook:

“This morning I signed off from my radio show on ESPN Tucson for the final time. I have been devoting too much of my life and my time to working multiple jobs…the years of burning the candle at both ends has taken a dire toll on my health and for the first time in my life, I’m going to put myself and my livelihood first”

Jeff Dean Facebook

Dean went on to emphasize that he isn’t stepping away from ESPN Tucson, he’s just taking himself off the air. He also added that “gladly, I will be continuing my position as PA announcer of University of Arizona Football and Men’s basketball.”

Dean would also go onto Twitter to add even further context for his self-removal from the ESPN Tucson airwaves. He added, “It’s not a decision I arrived at hastily, as it’s been a 6 month mental grind to make the ultimate decision that had to be made, and I’m not particularly happy about it, but I have to put my health first, we all do, and make sure we’re around long enough to enjoy life”.

Dean had been ESPN Tucson’s morning host since November 2019.

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