It’s been nearly two years since Thom Brennaman uttered a gay slur when he thought he was off-air. The hot mic caught him and it started a series of events that have tested the veteran broadcaster. He apologized, was suspended and eventually lost not only his job with the Reds, but his work with Fox Sports as well.
Brennaman continued to tell anyone that would listen, that this wasn’t like him and not really in his character to say what he did. Now nearly 20 months later he’s faced the music, taken the responsibility and is trying to make amends.
I had the chance to catch up with Brennaman for my podcast earlier this week. He was candid and real. I could tell that this was not just lip service being slung by a professional broadcaster looking to get back in the booth any way he could. He owned the mistake then and continues to own it to this day.
The night of the incident was August 19, 2020 and when he realized the comment went over the air, there were all kinds of emotions going through him. Brennaman was calling game one of a doubleheader, the Reds were in Kansas City, but he was back in Cincinnati, not traveling due to the pandemic. He says he’s not on social media during games, so Brennaman didn’t find out people heard the slur, until game one was over.
“I get a text message from my boss who said he had the clip of it,” Brennaman told me. “When I saw it, I knew right then and there that this was not good this is really, really bad.”
Thom Brennaman was pulled from the air, in the third inning of game two, but he wouldn’t go without the ability to apologize to those he’d offended.
“I’ve come to learn how much I really hurt a lot of people in the last 20-22 months or so but I didn’t know what to think. I knew that I was going to face disciplinary action from both the Reds and from Fox doing the NFL work.” he told me. “Maybe I was naive into believing that it might be along the lines of a suspension more than a permanent firing but that’s what both them turn into.”
What he didn’t realize is how many people he’d hurt, including his own family.
“You know when within hours after I said what I said there was this girl, who is gay, that went to high school with my daughter, and she sent her this text and said, ‘look, you know much we don’t like at all what your dad said, but you’ve always treated us like a million bucks you know we think the world of you,'” he recalled.
His wife would get asked about it wherever she went in town. His son plays on the high school lacrosse team and people would say things about his dad to him on the field.
Soon after he was pulled from the air, Thom Brennaman heard from some folks in the LGBTQ+ community. Not just in Cincinnati. He met with former Major League Baseball player Billy Bean, who came out as gay in 1999. Bean now works for the league as a special assistant to Commissioner Rob Manfred. Brennaman really felt for what Bean went through.
“At a time where you couldn’t tell anybody that you were gay, he had a lot of problems which forced his career to come to an abrupt halt,” said Brennaman. “I talked to him for quite a while in the ensuing days and he put me in contact with some other people through different channels in the gay community, locally and nationally but the one that made the biggest impact by far was a guy here in Cincinnati whose name is Ryan Messer. He’s gay man, he and his husband have four children.”
Messer is an executive at Johnson and Johnson and is on the Cincinnati Public School Board. According to Brennaman, “He is considered to be the leading voice of the whole LGBT community here in Cincinnati and then within 48 hours after I said what I said he wrote a letter to the editor in the Cincinnati Inquirer saying that I should not be fired.”
The gist of the letter stressed that there was a learning moment for everybody here, for the Reds for the gay community and for Thom Brennaman. Messer said that for everybody involved he wanted to make a positive out of it. Brennaman immediately reached out to say thank you.
Brennaman asked Messer “what can I do to get better? Not to get my job back because that was already done, the people didn’t know about it maybe in the public that it was done but it was done,” said Brennaman. “He invited me over his house. It was my birthday I’ll never forget as long as I live. About a month after I said what I said, on September 12, a really hot day here in Cincinnati really hot, he invited maybe 14 or 15 other gay voices.”
The meeting featured leaders from greater Cincinnati, Louisville, Columbus and Indianapolis. Men and women alike all came to Messer’s house.
Brennaman recalled the set up, “I’m sitting on the front porch and I was the only one sitting in the sun and it was a thousand degrees that day in the middle of day. Of the 15 there, 12 were open minded into me being there. Giving me a chance to listen.”
Thom Brennaman wanted to grow a little bit and he realized three of the guests were not sure he was really there for the right reason.
“They looked at me and they called me a fraud and told me I was just checking boxes for being there,” he said. “They were just saying things like, I think you know this is a joke, you don’t care at all about the gay community you’re just trying to check a box and get your job back.”
One of the guys in that camp was Cincinnati City Councilman Reggie Harris.
“This guy, he just let me have it unlike anybody else in my life,” Brennaman said. “Look he’s allowed to have his opinion. That’s fine, no problem. I get it, but when I see or hear people make the comment about anybody, not just me, I’m talking about anybody across-the-board where they say you know what? There is just no forgiveness there whatsoever.”
Brennaman said he felt badly for Harris because everyone has been forgiven for many things each and every day.
“It was a rough day. I mean it. I was there for about, I don’t know 2 1/2 or three hours. I came back home and my wife was going to throw a surprise party for me that night at our house. We still had some friends over, some couples over but it was…it was a very moving experience that day.”
Brennaman felt like he was better for that experience on Messer’s porch.
There was one story in particular that really moved Brennaman. He was talking to a young gay man that lived in Seattle. The story is difficult to hear, but he explained the significance of it. The young man was going to a party in drag.
“But he said you could clearly tell it was a man and he’s going to this party and it’s in downtown Seattle and there’s a crosswalk on one of the city streets,” Brennaman begins. “A pick-up truck pulls up and kind of waves him through to ‘go ahead’ across the crosswalk. As soon as he goes across the guy revs his engine and runs him over. While the kid was on the ground with multiple broken bones all over his body. All of his teeth were knocked out and he’s lying there with blood pouring out of his mouth, the guy gets out of the truck and walks over to him, calls him the word that I said and spits on the young man and drives around him and leaves.
“When you hear it put that way, if it doesn’t change the way you feel about saying that word, then somethings definitely wrong with you.” he told me. “I’ve come to learn about how hurtful that word is.”
Thom Brennaman definitely misses his time in the booth. Recently he started working with a streaming service in Cincinnati to broadcast high school football and basketball games in the city.
“I was doing all teams in greater Cincinnati and high school football like a lot other places but here it’s just insane how many pro players come out of here, and great college players. So I would go to you know, if I was doing a Mason against Anderson, two high schools here in town, I go to Mason’s practice on a Wednesday and meet with their coach.”
After many years of sitting down with NFL players like Tom Brady and Aaron Rodgers and coaches like Bill Belichick before a game, this was a bit different, but not in a bad way.
“I’d be sitting in a room. It was almost like an out of body thing, sitting in a room with Mason’s staff, they’d have seven coaches. I could just feel all these guys staring at me going, this is the same dude who sat in the same room with fill in the blank in the NFL and now he’s in here talking to us,” he joked. “I got the biggest kick (out of it), we’d laugh and I’d make a joke about it and then the next thing you know we’re talking about football. I guess the routine of it was great, just to get back and do it again.”
Brennaman holds out hope that one day, a team or a network will come calling, but that day isn’t today or in this moment.
“As you and I sit here in the final days of March in 2022, I see, very little of that ability to forgive so far. Now do I think it’ll change? I think and I hope and I pray that it will change,” he said. “Do I see any hint of that right now? From a network television level to a major league baseball broadcast level, local level, whether it be radio television or whatever it might be, I don’t see it so far.”
As we closed out our conversation, I asked Thom Brennaman if he had any messages, he wanted to get out there, to those in his corner and to those that aren’t. He told me that he hopes they would think about people in their personal lives that have made a mistake or let them down in someway and remember how they were able to hold that person accountable, but still let them move forward.
“I don’t want the rest of my life or career to be defined by a lot of people as being a homophobe. That’s what I’ve tried to explain to my kids,” Brennaman said. “There are going to be people and I’ve had a hard time coming to grips with this, because I know I am not a homophobe. I know I’m not. But I used a word that can put me in that category and some people are never going to let me out of that category. I can’t spend the rest of my life worrying about those people. I wish they didn’t feel that way, and I know I’m not a homophobe, but you got to move on and keep doing the best you can, that’s all you can do.”
You can hear the full conversation with Thom Brennaman on The Andy Masur Podcast, wherever you listen to podcasts.
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.
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.
Does Tom Brady’s Salary Make Sense For FOX In a Changing Media World?
“The risk here doesn’t have to do with Brady specifically, but rather the business of televising football games in general.”
FOX is playing it too safe when it comes to adding Tom Brady.
That’s going to sound weird given the size of Brady’s broadcasting contract. Even if that deal isn’t worth as much as initially reported, it’s a hell of a lot of loot, especially considering Brady has remained steadfastly uninteresting for a solid 20 years now.
Let’s not pretend that is a detriment in the eyes of a television network, however. There’s a long line of famous athletes companies like FOX have happily paid millions without ever requiring them to be much more than consistently inoffensive and occasionally insightful. Yes, Brady is getting more money than those previous guys, but he’s also the most successful quarterback in NFL history.
The risk here doesn’t have to do with Brady specifically, but rather the business of televising football games in general. More specifically, the fact that the business of televising football games is changing, and while it may not be changing quite as rapidly as the rest of the sports-media industry, but it is changing. There’s an increasing number of choices available to viewers not only in the games that can be watched, but how they are consumed. Everything in the industry points to an increasingly fragmented audience and yet by signing Brady to be in the broadcast booth once he retires, FOX is paying a premium for a single component in a tried-and-true broadcasting formula will be more successful.
Think of Brady’s hiring as a bet FOX made. A 10-year commitment in which it is doubling down on the status quo at a time of obvious change. FOX saw ESPN introduce the ManningCast last year, and instead of seeing the potential for a network to build different types of products, FOX decided, “Nah, we don’t want to do anything different or new.” Don’t let the price tag fool you. FOX went out and bought a really famous former player to put in a traditional broadcast booth to hope that the center holds..
Maybe it will. Maybe Brady is that interesting or he’s that famous and his presence is powerful enough to defy the trends within the industry. I’m not naive enough to think that value depends on the quality of someone’s content. The memoir of a former U.S. president will fetch a multi-million-dollar advance not because of the literary quality, but because of the size of the potential audience. It’s the same rationale behind FOX’s addition of Brady.
But don’t mistake an expensive addition from an innovative one. The ManningCast was an actual innovation. A totally different way of televising a football game, and while not everyone liked it, some people absolutely loved it. It’s not going to replace the regular Monday Night Football format, but it wasn’t supposed to. It’s an alternative or more likely a complement and ESPN was sufficiently encouraged to extend the ManningCast through 2024. It’s a different product. Another option it is offering its customers. You can choose to watch to the traditional broadcast format with Joe Buck and Troy Aikman in the booth or you can watch the Mannings or you can toggle between both. What’s FOX’s option for those audience members who prefer something like the ManningCast to the traditional broadcast?
It’s not just ESPN, either. Amazon offered viewers a choice of broadcasters, too, from a female announcing tandem of Hannah Storm and Andrea Kramer beginning in 2018 to the Scouts Feed with Daniel Jeremiah and Bucky Brooks in 2020.
So now, not only do viewers have an increasingly wide array of choices on which NFL games they can watch — thanks to Sunday Ticket — they in some instances have a choice of the announcing crew for that given game. Amid this economic environment, FOX not only decided that it was best to invest in a single product, but it decided to make that investment in a guy who had never done this particular job before nor shown much in the way of an aptitude for it.
Again, maybe Brady is the guy to pull it off. He’s certainly famous enough. His seven Super Bowl victories are unmatched and span two franchises, and while he’s denied most attempts to be anything approaching interesting in public over the past 20 years, perhaps that is changing. His increasingly amusing Twitter posts over the past 2 years could be a hint of the humor he’s going to bring to the broadcast booth. That Tampa Tom is his true personality, which remained under a gag order from the Sith Lord Bill Belichick, and now Brady will suddenly become football’s equivalent of Charles Barkley.
But that’s a hell of a needle to thread for anyone, even someone as famous as Brady, and it’s a really high bar for someone with no broadcasting experience. The upside for FOX is that its traditional approach holds. The downside, however, is that it is not only spending more money on a product with a declining market, but it is ignoring obvious trends within the industry as it does so.