Good hosts and shows aren’t struggling for content right now, but who knows how long it will be before we get live sports again? Hell, we’ll have been without sports for nearly a month and a half at that point.
We’re all in this together, right? That’s why Barrett Sports Media has created a content grab bag and we’re asking everyone to pitch in.
Got an idea that can help someone else? Do you have a perfect bit in mind, but maybe your situation has changed and now you have nowhere to pull it off? Don’t let it go to waste! If you want to contribute, reach out to Demetri Ravanos on Twitter.
John Michaels, who used to co-host the mid-day show at 92.9 the Game in Atlanta, is this week’s writer. He delivers a lesson worth understanding during this seemingly endless sports void. Listeners will still look for your content if you give them a reason to.
Many people have asked, how can you host a 3 hour sports radio show when there are no sports? The answer is simple, be entertaining, be engaging, and talk about topics that the audience wants to hear about.
Covid-19 has provided a roadblock that many sports radio professionals were not ready for. Many hosts rely on the games being played for topics and the blueprint for their show on a daily basis. Terry Foxx, who was my former PD, used to always say “anyone can open up their phone and get the box score, you need to give them a reason to listen to you”, and that is something that’s always stuck with me when formatting a show.
The games are obviously the backdrop to our profession, but they don’t always have to be the main course. Entertainment and relatability should be the meat and potatoes of the show, and that’s what will drive listeners to keep the show on even without the sports we all love.
The best in our business are story tellers, they are entertainers, and they provide a fun distraction while the real world is dealing with problems that we have never seen before.
When sitting down to put together a rundown, often the first thing I think of is, what are other shows doing today, and what can I do to differentiate myself from those shows? How much Coronavirus coverage do I want to add, and will that bog down the show? The problem with the Virus coverage is that we are inundated with it at every turn, so unless there is a reason, like baseball coming back, or the NBA allowing players back to the facilities, loading a show with speculation is just redundant.
The second part is how can the show continue down the path of a normal day to give people the escape they are desperately seeking? Landmark segments are your friend, and even the smallest bit of actual NFL or college football news can be needed at this time. Finding great audio from players, owners or coaches can enhance the topics that are being talked about. Having an A list guest also gives appointment listening, and with players not playing, hosts and producers should be pushing for these type of people to come on the show.
The most important element is relatability.
Mike Bell and Carl Dukes at 92.9 The Game in Atlanta have always had a wildly successful show because they are “men of the people”. The two of them are season ticket holders and are often tailgating with fans before every home game for the Falcons or Atlanta United. During the pandemic they have the great idea of doing #tailgatefromhome every Friday where the 2 of them, plus Beau Morgan(producer) and Mike Conti solicit listeners to tailgate with them from home. All four will create tailgate food at their houses, post video blogs, and show the finished food before the show goes off the air. Listeners have flocked to add their own food and pictures via social media which has given Atlanta a sense of normalcy, a sense of togetherness, and a sense of community that has been needed. If I’m a listener, I want to listen more to them than your normal host who is spewing the same regurgitated story over and over again.
Telling stories about what you are going through is also a great way to connect with the audience now when they need you the most. My kids needed haircuts, they needed to be taught classes, and we were all stuck at home like everyone else. Being able to convey this message to people let’s them know that you are no different than they are, as long as it’s not done in a condescending way. Local businesses are in need financially, so connecting with them could be huge at this time. Many businesses are facing extinction if they don’t get customers to frequent their locations any longer. 680 the Fan in Atlanta has started putting local business owners on to promote that they are open, which in turn can get not only patrons through those doors, but also potentially develop an advertising partner down the road. 5-10 minutes of air time can do wonders for everyone involved and is a great “outside the box” idea.
Be an originator, and not a follower. If you were still doing new brackets in mid April, you had completely missed the window to give your audience something new and fresh. You had become the stale and redundant host who took an old idea and was late to the party. On the flip side, if you started original fun brackets as soon as the virus took away sports, a few days or weeks worth of content was right at your finger tips.
More than anything this is the time to stay away from lazy sports talk cliches. No one wants to hear about Jordan vs Lebron, or Brady vs Montana. These are topics that have been beaten into the ground for decades, and your take is not going to wow the market, it will instead get them to change the channel. Be fresh, be original and actually do some research before that mic comes on.
One of the great compliments I’ve ever been given by listeners is that I was very easy to listen to, that it always seemed like I was one of the guys just talking amongst friends. This is a time where our listeners need friends, our sponsors need partners, and our management needs a reason to keep us.
Find fresh ways to be entertaining, to be engaging and relate to your listeners in a way you may have never done before. The best will thrive even when the chips are down, and the ones that can’t will be doing something else at the end of 2020. It’s your time to shine.
