I was reminded this week that there are still people in the media industry who seek to inspire, and change the world. To introduce new concepts in a business driven by instant gratification is difficult. It’s even more amplified when the project falls under the ESPN umbrella and takes years to lift off the ground.
Say hello to the latest venture from ESPN, “The Undefeated“. Unlike the network’s mobile phone business, I think this one might just stay a while. How it influences, advances, and engages people along the way should be fun to follow.
Since the site launched on Tuesday, I’ve buried myself in a number of the articles. They are deep, informative, provocative, and edgy. I especially recommend the “36 Hours in Beast Mode” by Lonnae O’Neal.
The presentation reflects what Editor-In-Chief Kevin Merida promised the brand would offer. In December, Merida told the USA Today that he hoped the site would provide “an urgent feel” and “some swagger.” He added that it wouldn’t be predictable.
I have never met nor spoken to Merida. Our only interaction includes him clicking like on a comment I posted on Twitter congratulating him and the brand on their launch. But, I don’t need to have a conversation to get a sense of whether or not one has vision. I can appreciate when an executive explains what they’re striving to accomplish, and then hires the right people, and puts into action a game plan that captures what they said they would.
When you’re in the position that ESPN is, there’s a large bullseye on your back at all times. One talent departure, one dip in ratings, one loss of a play by play partnership, and the next day you’re featured in the newspaper’s obituary section.
ESPN is to sports media what the New York Yankees, Dallas Cowboys, and Los Angeles Lakers are to professional sports. Everyone pays attention to what they do, and more root to see them fail than to watch them succeed. Cheering for Goliath to defeat David feels wrong, and positive news doesn’t generate clicks or tune-ins the way controversy and negativity does.
But while the vampires salivate at sucking the blood out of the worldwide leader, many fail to appreciate what the network can create when it puts its collective muscles behind a project. Maybe SportsCenter isn’t the same to a forty year old as it was twenty years ago, but find me a sports fan who doesn’t watch a “30 For 30” episode and yearn for more.
In this particular instance, what ESPN has done with the launch of “The Undefeated” is special. They’ve created a brand for a targeted audience, and in doing so, they will reach, educate, and interest other fans who might have otherwise turned a blind eye to some of the discussions taking place on the digital platform.
What I particularly like is that they’re placing their bets on exceptional journalism still being important to people. The writing is powerful and descriptive, the use of video is different, and by examining a mixture of subjects that emotionally move all of us (sports, race, culture, and politics) they’ve developed a product which leaves readers feeling informed and fulfilled.
That got me to thinking, where is radio when it comes to these situations?
How is that no radio station in America offers an all-black sports radio lineup? Or an all-female sports radio lineup? Is ESPN Deportes the only brand capable of offering a full menu of spanish sports programs? Why aren’t podcast companies offering these options?
We have nearly eight hundred terrestrial sports stations operating daily and none of them are even built around specific league content. If the NFL is popular enough to drive record radio and television ratings, warrant massive sums of money for its play by play rights, and create a television network that continues to deliver an audience, then why hasn’t one terrestrial radio station created an all-NFL channel?
I give a lot of credit to SiriusXM because they’ve revolutionized radio by offering channels which are league and sport driven. Why do 30 million people subscribe to the service? Because they get what they want, when they want it, from people who are qualified to deliver it.
Following the leader is fine, but being the leader makes you memorable. It’s why I hold Steve Jobs in such high regard. He didn’t just challenge the status quo and ask people to “Think Different”, he led by example. That attitude and commitment to make a difference is what fueled Apple’s growth and helped it become one of the most successful global brands.
The reason why many of us explore a career in the media industry is because it’s supposed to allow us to tap into our creativity and talk about things that emotionally interest us. There’s no greater feeling in the world than taking a thought out of your brain, delivering it to an audience and seeing it catch fire. The response to our passion, opinion, and creativity is what excites us to come back the following day and do it all over again.
But what is it that energizes programmers, market managers and corporate executives to continue battling for their brands? Is it the paycheck? The ratings? Internal relationships? The statistical analysis and revenue projections you provide for your brand? Is any part of your enjoyment driven by the quality work being done by your staff and the way it resonates with people in your community?
How much time do you allow in your workplace for innovation discussions? Do you consider new ideas weekly, monthly, quarterly, or annually? Or are you too busy with the day to day grind that big picture thinking gets placed on hold for a rainy day?
When I see someone like Bill Simmons or Dan Patrick create a powerful brand after leaving ESPN, I appreciate it. I realize that it’s the result of thinking big, trying new things, and pursuing all of it passionately. Some may fail, but never due to a lack of vision or effort.
The reason why “The Undefeated” is now a living and breathing brand is because ESPN didn’t let a couple of early stumbles and economic challenges prevent them from seizing opportunity to make media better. They stayed committed, refocused their strategy, hired the right leader, and added people who were capable of carrying out the mission. They were willing to take risk to try and do something unique, and memorable, and the result now, is a product they can all feel proud to be associated with.
Now ask yourself, what is it you’re proud of? Which idea are you going to work on today in order to change the world tomorrow? The future growth or failure that you experience will be the result of what you think about and put into action. I hope for our industry’s sake that we have a storage until full of great concepts, and the support from up above to allow them to become a reality.
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.
