Nashville is a loud place. Most people either love it or hate it. Allison Warren loves it.
To her, loud doesn’t just mean there are bachelorette parties and pedal pubs clogging Broadway. It means that the place is dynamic. It means Nashville is always changing and never sitting still.
Allison Warren had her eyes on a market manager role for a long time. It’s why she made the move from programming and promotions to marketing and then to sales. When the opportunity in Nashville presented itself, the only question she needed to answer is “is this the right place?” It was, and since 2014, she has been the leader of Cumulus’s cluster in Music City.
In our conversation, presented by Point-to-Point Marketing, Allison discusses the challenges of making major personnel changes during the pandemic, Nashville’s unique competitive landscape and how it forced her brands to evolve, and why 104.5 The Zone is as welcoming to transplants as it is to lifelong Tennesseans.
Demetri Ravanos: When I was growing up in Alabama, I used to joke that you graduate from an SEC school and the first thing you do is decide if you are going to Nashville, Atlanta or Birmingham. Nashville’s transplant base has grown way beyond that though. I wonder how that has changed things in terms of the city’s sports culture and the standing of 104.5 The Zone with citizens that come here from all over and may not care about the Titans or the Vols.
Allison Warren: I can tell you, I have learned sports fans are sports fans. They like listening to and talking about sports no matter what. What the Zone has been able to do is create a sports ecosystem. That’s kind of been our goal from day one.
We’re proud to be the rights holder for the Tennessee Titans and the UT Vols, but we talk about all sports, from top to bottom and side to side. We have a heavy influence for the SEC and certainly the Tennessee Titans. Really though, we look at ourselves as being able to provide a real pulse for what’s happening in sports in general. So regardless of where you come from, you’ll find something that’ll appeal to you on The Zone.
DR: In addition to The Zone, you have Super Talk 99.7. That gives you the market leaders for both sports and news talk. I wonder in your position, do you see a different ceiling for each format here in Nashville or different paths for each to get to a similar ceiling in terms of what is possible for ratings and revenue?
AW: We’re a five-station cluster, and so in general, I think we mirror the market beautifully. We’ve got a great news talk station, which you mentioned. We’ve got 104.5 The Zone. We’ve got two country stations and an urban station. So we think we represent the population of Tennessee exceedingly well.
We’re looking at an entire ecosystem, when we talk about what makes any of our stations strong. We don’t just look at a Nielsen performance to decide if the station has reached its highest level of performance. We look at total audience engagement. That means we’re looking at all of our socials, our Zone TV channel, and all the aggregate views that it garners. YouTube, obviously, and Twitch being our largest volume producers of engagement.
We look at all of those metrics and decide, “is the station healthy and reaching the audience that we want it to reach?” I don’t think either of the stations you mentioned has reached its full potential. We’ve got some pretty strong, healthy great ratings and levels of engagement, but I think both Dan Mandis and Paul Mason would say that there’s still work to be done and still ground to make up. That’s what makes it exciting.
DR: Let’s talk about total audience engagement. Nashville has become a hub for new media brands in both the news and sports spaces. That forces everyone in town to pay attention to what they are doing as you compete for both the audience and talent. I don’t want to assume it is a if-a-than-b situation with the launch of The Zone TV, but clearly this market forces you to think in a different way about being available wherever the audience is.
AW: You said it right there at the end. The Zone went through some significant changes as we watched where and how the audience consumed sports. We brought Paul Mason onto the team during the pandemic, which you know, is always interesting to onboard an employee during a time when nobody’s in the office. It’s like “Best of luck meeting your team! Everybody’s at home.”
He did a phenomenal job of creating a solid culture of what’s next, engagement, and where are we going. He really challenged the thinking. I’m kind of an entrepreneurial spirit, so when Paul knocks on the door and says, “Hey, I think we could try this,” of course my answer is “alright, let’s look at it.” To his credit and the credit of our engineering and IT teams, they figured it out and it’s been really successful. I think that mindset from 18 months ago or so, when he started, has been for us to dominate the sports universe and to put blinders on. That way we can just do what we felt was right to serve the sports audience and not think about it as what the traditional line for what radio might do or who it may serve is. We really tried to break the model and Paul’s leadership in that space has been second to none.
We looked everywhere when it was time to hire new talent. We looked at the entire sports universe and we landed on a great podcaster with Buck Reising. He’s been fantastic and adds a kind of great, new energy to the station. We’ve had a lot of other great new hires as well. Paul’s really pushed the station forward in that way. I don’t think we’re done either.
DR: You mentioned hiring Paul during the pandemic. Talk to me a little bit about finalizing a PD search in that time. It had been a long time since there was a leadership change at The Zone, and then all of a sudden, in the middle of this search, here comes this once-in-a-lifetime event where we don’t know what we can do when. What sort of conversations were you having with those involved in this process? Was there ever a moment where you were wondering or considering just shutting things down?
AW: Our interview process had happened before we really knew what was what was coming. It’s always hard when there’s a leadership change, but we had some pretty amazing candidates to choose from. There are some really phenomenal sports programmers in the country. I was blown away in the conversations that we had with some of the individuals that applied for this position. It really encouraged me for what’s to come in sports media. There’s some really, really great talent out there, some phenomenal thought leaders.
Paul just had just the right marriage of temperament and ideas for us. It was a good fit. So we had firmed our deal up. We had a little bit of a wait for him, but he was worth it. He was wrapping up a job in another market. We always believe all tides rise and we wanted to honor that time that he needed to give his previous employer. So we had some runway between when we inked a deal and when he was able to start with us.
So for him, when we went into the shutdown, it was like, “am I still moving there?”. I said “yes, please get the moving truck. Get Sarah. Get in the car and drive”. It was pretty stressful, I think for him. We had dinner together, and then I didn’t meet him again in person for three months while we were all dealing with the lockdown.
I think the first opportunity for us to get our broadcasters back into the building, he and his team were first in. A lot of our broadcasters were remote. For a while it was really 104.5 The Zone and a handful of other people on each station that were in the building. I joked that when I went in, it was like a locker room. I swear it smelled like a locker room up there. There’s like pizza boxes, socks doors were just propped open, people were milling. I was like, “This is the place to be. I want to move my office upstairs! Y’all are having fun.!”
Bear in mind, everybody’s masked. Everybody’s got seven inches of like hand sanitizer on them, so things weren’t exactly “normal,” but yeah, they were having fun and connecting. We felt that, so we worked really hard with Cumulus and our safety protocols to bring more and more of our shows back earlier than most because we just noticed the connection was there and that it was working. We were hiring a lot of new people and we just felt like that was really important.
So I don’t know if that answers your question, but I do know that it was hard for Paul to connect with people, because you’re trying to do it from far away and follow safety protocols. Paul’s a true professional. As soon as we started bringing people back, he was in the building. He was there with his people. I think his commitment to that made a huge difference with his team as he really led from the front.
DR: Brad Willis was obviously really popular with his crew and had great relationships across the building. I wonder when he tells you that he is going to take this job at the Tennessee Sports Hall of Fame, as a market manager, what exactly are you bracing yourself for? Do you start to think about every problem you might need to address or are you already formulating your answers to those problems?
AW: You know, I think it’s a little bit of both. I think whenever a key member of your leadership team decides to go in a different direction, you have mixed feelings. First, for Brad, as a person, I always support somebody’s desire to grow and explore something new. He was very transparent with us. We had a lot of very honest dialogue, so I can’t say that I was surprised.
Brad’s a class act. Even in his desire to go in a different direction, he handled things with absolute total grace and gave us a very long window of time to be on call and available. He knows where the proverbial bodies are buried, and so he was a terrific resource for us. Heck, he started with Titans radio. I mean, he’s a staple and extremely well respected. That’s a hard thing and guy to lose.
Now for us, we had Bruce Gilbert. He is just a phenomenal resource and leader. We couldn’t have been luckier to have somebody like him in that critical moment. It was really getting on a call with him and agreeing that these opportunities are rare. While we don’t like to lose someone as great as Brad, let’s wave a magic wand and try and figure out first what exactly is the station that we’re building for the future and then two, who do we think can take us there? Let’s go see if we can find that person. To Cumulus and Bruce’s credit, we were able to take our time with the process. We felt like we wanted to build a radio station and find a PD for what was around the bend. We think we accomplished that.
DR: I want to talk about some of those lineup changes. Some of the folks that exited obviously had been well-entrenched at the station for a long time. So what role were you taking in terms of talking to clients? How were you acknowledging their concerns while also assuring them that the next chapter of the station is going to be exciting and have even more value for them as your partner?
AW: Those conversations are always challenging and opportunistic at the same time. What I think makes radio so special is the connection that our talent have with our fans and our clients are often our fans. Those are very deep, emotional connections. Our broadcasters are with them, some of them endorse products. Those are always really delicate conversations.
I think you do the best you can to lean into what change feels like. Those things can be hard Those relationships are important. You’re asking clients to lean into trusting that we understand the sports universe, and that we’re going to bring things to the station that are going to help move it forward.
I’m kind of an earnest person. I asked people to give me a week. Listen for a week and tell me what you think. Send me an email. Tell me what you like. Tell me what you don’t like. And people actually take you up on that. We got a lot of emails from a lot of people giving us their thoughts, which was great. I read every one of them and we heard every client and took it all in.
We take the responsibility of building a brand really seriously. Our clients invest a lot of money with us. It’s our responsibility to our fans and our clients to put the best products forward. That’s what we tell them, and we hope we deliver on that. We get a lot of positive feedback, but those early phases of change are always hard, but our clients are our friends. They’re are advertisers, and they gave us a tremendous amount of grace to do what was right for the station. We’ll always be thankful for that.
DR: You mentioned Buck Reising earlier. Not only did you bring him in, but you also brought in Ramon Foster to be part of a new morning show. Then you added Ron Slay to 3HL. When hiring new people to a brand like The Zone, how long do you give them on the air to figure out what it is their show is going to be before you start talking to clients about, “hey, would you like to do business with these guys? Would you like for these guys to be the voices telling the listeners to come do business with you?”?
AW Well, it depends on who you’re talking to you. For Dave Elliott, our general sales manager, this conversation started on day one. He’s hustling, and he’s got his team out hustling.
To the credit of everyone that joined us, they made themselves extremely available to clients, whether it was on the phone, in person, or through virtual meetings. It was fantastic. They kind of understood what was ahead, and they wanted to meet our clients and customers because they knew that those are their fans as well.
The ask is somewhat immediate. It doesn’t always happen immediately, but our desire for our clients and fans to know anyone new to the staff is fairly quickly. Letting those hosts and their shows grow is a different answer, but I think that’s also a different question.
DR: That’s totally fair. So we talked about the fact that The Zone is not just a radio station anymore. What did that partnership with A to Z Sports do for the brand? How did that push The Zone TV forward in terms of getting that message out, not just to listeners, but to those advertisers as well, that this is more than just a radio station now?
AW: I’m glad you mentioned that. That was a really progressive strategic partnership at the time that intrigued us. We’d been following A to Z fondly from their launch. People tell me all the time “Oh, you’ve got to look at this” or “you’ve got to watch that”. Buck was on A to Z. Before we had decided we wanted to add Buck, we’d had some soft conversations just in general with Austin and Zach, who run that brand. Through our discussions about wanting to bring Buck on, it deepened our discussions about how similar yet different our business models were. Paul and I thought we could lean into this and work together.
Those early days of a partnership that is not normal are always interesting, because you’re just trying to figure it out. What’s right for them? What’s right for us? They brought some real value to what we were doing. They’re very pro radio in general. They both were on the other FM station, so they get what we do and there is some fondness for that. We just kind of carved out a lane and that really works well for us.
We think that the partnership’s been really good for us. We like to believe that we are everywhere where sports is happening. If there’s a major sporting event happening, we’ve got at least one of our shows or a correspondent there to bring that firsthand experience back to our fans, and they actually help us in that space because they are also everywhere where sports happens. So it really deepens our bench for what we’re bringing to our fans.
It’s been a good partnership. I think Zach and and Austin would say the same. It’s fun to watch them grow. They’re great. They’re a great duo.
DR: You have been with the cluster now long enough to see the Titans rise to this point. They are a very good team, but not a championship team, yet they’re at that bump in the road. Looking at it from a radio station perspective, what would it mean for the Titans radio network, for Cumulus, for The Zone, for them to get over that hump? I mean, forget winning the Super Bowl just to make it. What sort of different stratosphere would that put your relationship with them and your clients’ relationships with them in?
AW: For the town, for the station, for the team it’d be electric. I was in Denver when the Av’s won the Stanley Cup the first time. I was 20 years old, driving a promo van down a street while the van was rocking back and forth. I thought, I’m never going to get this honey back to the station. We just had to lean into it. We popped the Marti and just went live from the middle of the street. That was hockey! So, football in the South? Come on!
Listen, the Titans radio broadcast crew is second to none. The voice of the Titans is Mike Keith. He’s a staple for Tennesseans. He’s absolutely fantastic. That entire broadcast team works really hard to deliver a quality broadcast to their fans.
The team itself works exceedingly hard to create a fan experience that is second to none. What they’ve done over the last couple of years has just really improved the overall experience. I think it’s deepened their fandom. I mean, obviously from a revenue perspective, that’s always a win. But from a content perspective, you know, listen, I had my tickets to LA bought. We know we’ve got a great team, and great leadership. We know they care. We’ve got great ownership. They’re invested in the team and they’re going to do the things they need to do to get us where, where we need to be.
It’s our job to cover the team, and we say what we see, but as residents of Tennessee, we are 100 percent behind the team hopefully making it to that that Super Bowl. Listen, you saw what we did with the draft and that was the draft, right? Can you imagine a Nashville party when we win the Super Bowl? Broadway is going to shut down from Murfreesboro to Cookesville.
We’re very proud to be the the the rights holder for the Tennessee Titans, and that makes it sweeter for us, but I don’t think that there’s a person in the city that didn’t catch the fever when we were making that run last year.
Would Local Radio Benefit From Hosting An Annual Upfront?
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.
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.”
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.
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?”
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.”
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.