The world of sports media has evolved over the past decade, causing industry professionals to make career sacrifices, and open their minds to new possibilities. Those who’ve adapted to the new way of sports media, have put themselves in position to enjoy long term stability and an exciting career. The ones who haven’t now find themselves on the outside looking in.
Are there parts of the job today that aren’t fun? Of course. Are there things people do each day that seem pointless and pull them away from their main focus? Probably. But despite those challenges, the audience demand for sports media content remains high, and the platforms providing content are growing at a rapid pace. In fact, expansion has become so strong that brand recall has become difficult even for people who work in the industry.
For example, each day a host can find sports content to use on their show by browsing their local newspaper and television websites. They also have the option of turning to national outlets such as ESPN, Fox Sports, Yahoo Sports, Sports Illustrated (don’t forget The Vertical and MMQB), Pro Football Talk, CBS Sports, The Players Tribune, Vice Sports, and Bleacher Report.
If they can’t find written material to use from one of those websites, they’ll turn to television. ESPN, ESPN2, ESPNU, The SEC Network, MLB Network, NFL Network, NHL Network, TNT, FS1, NBC Sports Network, CBS Sports Network, and regional channels also offer content.
If video isn’t the solution, and it’s audio they seek, there’s local radio available, or national radio programming from ESPN, Fox Sports, NBC Sports, CBS Sports, Yahoo Sports, SiriusXM (multiple channels offered too), and popular podcasts from personalities like Bill Simmons, Shaquille O’Neal, Adrian Wojnarowski, Jonah Keri, etc.
The amount of content offerings are enormous. Although I was able to recall a number of those choices, and provide them for you, there are plenty of others who I’m sure I’m forgetting.
On a daily basis, this level of competition awaits every single media company. It becomes increasingly difficult to build a dynamic brand and generate massive numbers when you’re stuck in a crowded field of content providers. That’s a big reason why companies are constantly on the prowl searching for great talent.
If there’s one thing we’ve learned, it’s that being a sports talk radio show host, or sports television anchor in today’s media world is not enough. We’ve entered the multi-media personality era where industry people are expected to possess skills to perform across many different platforms. This is necessary because content is consumed by the audience in multiple places, and for brands to create a powerful story for advertisers, and gain the full return on their investments, they’ve got to be strong in every location.
To compare sports media to baseball for a second, there are no pitcher’s getting paid in the media business for one out saves. If you’re gifted enough to start the game, work the middle innings, and close out the 9th inning, the demand for your services will be high. It’ll be reflected in the offers you receive too.
Some may complain about being overworked, and point out that industry people are being tasked with so much responsibility that it stifles their creativity. This may be true in many instances, but if you expect media companies to alter their approach, and hire people who perform as specialists, be prepared to be disappointed.
The future belongs to personalities who possess an ability to host a radio program, create an original piece of content for a podcast, write an interesting column, and deliver compelling television or digital video content. If an individual lacks the total package, the person behind them who possesses it will get the nod.
I was curious how younger people in the business felt about the heavy load they’re expected to shoulder, so I called on Pete Mundo of the CBS Sports Radio Network, and WFAN in New York to provide his perspective. As a guy who’s under thirty years old, working in the nation’s top market, and performs in multiple roles for various brands, I knew he’d be able to explain why being versatile, and building a brand is critically important in today’s media climate.
Now without further adieu, here’s Peter’s column!
The Power of Branding and Versatility
There are no two words more important in today’s ever changing, sports media landscape than versatility and branding. Where is sports media heading? It’s the most important professional question I ask myself multiple times per week.
We’re all aware of the job cuts that have recently permeated the industry. As a relative newcomer to this dynamic environment, it’s clear to me one needs to stay ahead of the curve or face the possibility of a short career.
When I first entered the business, my ultimate goal was to be a drive-time, talk show host in a major market. In many respects, it still is. But as I’ve witnessed the changes in our industry, I’ve tried to remain flexible and expand my sights.
I often think back to my start, hosting weekdays on a small, non-profit station in eastern Long Island and then driving almost 400 miles round trip to Easton, PA to board op and anchor on weekends. After a few months of back and forth, I accepted a position with a regional station in Oklahoma. Here my duties included hosting a show, and performing local play-by-play and anchor work. I recall telling my mentor, David Brody, that I had little interest in being a play-by-play guy or being an anchor and doing updates. He explained the importance of being a well-rounded broadcaster and being versatile and multi-faceted in a consolidating industry. Boy, was he right!
My two-plus years in Oklahoma served as the ideal training ground. Since moving back to New York City to work with CBS Radio, I’ve have been able to utilize all three of these skills to build my career. While my goal at age 21 was to be a talk show host, I now find myself just as excited over calling a game or delivering 20/20’s on the FAN or CBS Sports Radio.
Furthermore, there’s no longer any benefit to being just a “radio person”, “TV person” or “print person”. Without a doubt, radio is my first true love. The spontaneity and depth of the work are constant allures. But the desire for growth and longevity require a willingness to branch off into other mediums.
That leads to the second most important ingredient for success in today’s sports news world … building a brand.
What is your brand and how are you developing it? Is it to be a jack-of-all-trades broadcaster? Is it play-by-play, updates or sports talk? How are you establishing that brand? Is it through multiple media outlets or are you focused on single medium delivery. Is your brand limited to a specific sport, or even a specific team?
The best example of quality branding is Bill Simmons. He’s one of the brightest, most talented guys in our industry, be it audio or written, and he’s not on a radio station. He’s podcasting. Simmons created his own brand, with ESPN as his launching pad. But remember, he began as “The Boston Sports Guy” on his own website. He now has an upcoming HBO show, and a new website, The Ringer, run as part of his venture known as the Bill Simmons Media Group.
If our best content creators can develop their brands through less expensive models like podcasting, where there is no FCC regulation, then what does that tell you about where traditional media fits into the picture?
Another excellent example of brand building is Clay Travis. Travis was a former attorney in Tennessee who started the SEC fan website, Outkickthecoverage.com. He first attracted media attention in late 2004 with his personal blog written while he was living in the U.S. Virgin Islands. Travis’ popularity grew and landed him a radio show in Nashville and then a national show on NBC Sports Radio.
Like Simmons, Travis can no longer be heard on a traditional media platform, at least not on a daily basis. In 2015, Travis signed a deal with Fox Sports to license his entire sports media brand. He works in TV, appears on radio shows like Colin Cowherd’s, and is very involved with digital. As you see in his post below, Travis has recently been hosting live shows via Periscope and Facebook and has had a ton of success.
So what can we conclude when two of the business’s most compelling talents are doing most of their work on digital platforms? While I don’t think radio as we know it will become extinct anytime soon, one better start thinking outside the box about the way we receive content. Equally as important will be fitting in as a communicator of content in a way that is both durable and profitable.
Personally, I have been granted a plethora of opportunities since coming to work in New York City three years ago. I’m very grateful to the folks at CBS Radio, iHeart Media, Fox News, Westwood One, Sports Illustrated, CineSport, and Wagner College who have allowed me to pursue the various mediums in today’s sports landscape. Additionally, as a result of a passion for Big 12 sports that I developed while living in Oklahoma, I launched Heartland College Sports. This multi-media site provides me with a digital presence, a niche to expand my brand and an avenue to deliver original content.
Ten years ago there was no iPhone, or podcasting, Facebook was relatively new, Twitter had just launched, and video streaming was still in its infancy. Look at how far technology has come and how rapidly it has changed our business.
If you’re not thinking and planning for the change that is sure to come in the future, you run the risk of getting left behind. Diversify, adapt, and build your brand. In the end, that’s your best way to stay both relevant and employed.
To learn more about Pete, check out his website PeteMundo.com. You can also follow him on Twitter by clicking here.
Jason Barrett is the President and Founder of Barrett Media since the company was created in September 2015. Prior to its arrival, JB served as a sports radio programmer, launching brands such as 95.7 The Game in San Francisco, and 101 ESPN in St. Louis. He also spent time programming SportsTalk 950 in Philadelphia, 590 The Fan KFNS in St. Louis, and ESPN 1340/1390 in Poughkeepsie, NY. Jason also worked on-air and behind the scenes in local radio at 101.5 WPDH, WTBQ 1110AM, and WPYX 106.5. He also spent two years on the national stage, producing radio shows for ESPN Radio in Bristol, CT. Among them included the Dan Patrick Show, and GameNight.
You can find JB on Twitter @SportsRadioPD. He’s also reachable by email at Jason@BarrettMedia.com.
