Sports radio has lost one of its most influential programmers. Tom Bigby, who helped Sports Radio WIP in Philadelphia, 97.1 The Ticket in Detroit, and 105.3 The Fan in Dallas forge a path to consistent ratings success, passed away on Monday due to apparent heart complications. He is survived by his wife Phyllis, his two children and four grand children. He was 77 years old.
The former VP of Strategic Programming for CBS Radio was an on-air talent before making the move into management. He was seen by many as a trailblazer and dominant personality who believed strongly in the format needing to mix sports talk with guy talk. He also wasn’t afraid to get into it with talent, influence his radio station’s content direction and institute rules for callers. Those who’ve worked for him will point to Bigby’s belief that a caller should not be on the air for more than two-minutes. When that rule was broken, the studio hotline would ring.
In a piece on WIP’s website, a number of Bigby’s former colleagues took time to remember their ex-boss. Howard Eskin referred to the former WIP executive as a ‘character’ who understood what it took to be a good sports talk station but seemed to enjoy being the villain. Eskin went on to credit Bigby for shaping WIP and making it one of the best sports radio brands in America.
WIP stalwarts Rhea Hughes and Glen Macnow also reflected on their memories of their former boss. Hughes shared how grateful she was to Bigby for giving her an opportunity and toughening her up during an era when women weren’t regularly featured in sports radio. She also provided a hilarious tidbit about Angelo Cataldi having it negotiated into his contract that he didn’t have to talk to Bigby, which put her in the middle of having to endure Bigby’s wrath whenever he was frustrated with the morning show.
Macnow meanwhile pointed out that it was Bigby who gave him an opportunity to change careers in 1993 and team up with Jody MacDonald. He called Bigby the most important person in WIP’s history next to Cataldi, and highlighted his ability to find and develop talent. However, he too shared that Bigby enjoyed being a bully and his preference for doing sports talk radio a certain way, though successful, also had its fair share of warts.
Upon learning of Tom’s passing, a number of his former personalities and programmers have taken to social media to offer their condolences and share their favorite Bigby stories. Below are a few we took notice of.
I interacted a number of times over the years with Tom, mostly at conferences and thru social media. He was a frequent reader of BSM and complimentary of a number of the pieces I wrote on programming. He was also helpful sharing insights or additional thoughts on industry issues whenever I had questions related to stories I was working on.
What I appreciated about Tom is that he loved the radio business and had a strong vision for his brands. You could disagree with his approach, but he wasn’t going to change it because it worked. It’s no different than what we see in sports where coaches create an identity for their teams and stick to them win or lose.
What I’ll remember most about Tom in addition to his lengthy track record of success are two personal interactions. First, I was on the verge of starting BSM in 2015, and had written a few pieces for industry folks when he began reaching out. He liked the website and appreciated that I cared about the format’s history and was trying to give it the attention and respect it deserved. He shared a few compliments of my writing and ability to understand programming matters, and to earn that type of praise from one of the format’s best programming minds was very uplifting. I went back today to see how long we had been interacting thru Facebook Messenger and our discussions about radio extend to August 2015, right before BSM was born. So from day one, Tom was in my corner.
The second memorable experience I’ll share came in 2006 when I flew to Detroit to interview for the PD job at 97.1 The Ticket. I was so excited about the opportunity that I started packing boxes and creating my playbook before leaving Missouri. The chance to work with Tom, Debbie Kenyon, Chris Oliviero, Dan Mason, and alongside amazing talent like Mike Valenti, Terry Foster, Doug Karsch, Scott Anderson, Jamie Samuelsen and Mike Stone had a lot of appeal, and I got on that plane convinced my next home address would be in Michigan.
But then I got off the plane and into Tom’s SUV and during the course of a twenty minute ride back to the radio station, he called the hotline three times to tell the producers to drop phone calls that he felt were on the air too long. I kept looking around for a camera, waiting to find out I was on an episode of MTV’s ‘Punk’d’ but none ever appeared.
Then we headed into the building and began talking shop. I learned a very valuable lesson that day. Successful programmers win in different ways, and just because you have a different approach doesn’t make it right or wrong. Tom was committed to his approach, and anyone coming in to interview for the position was going to either adapt to his way of doing it or pursue other opportunities.
As Tom and I talked about the vision for The Ticket, it became clear to me that I wasn’t the right fit. He wanted non-stop calls, little production value, no interviews, content focused on very specific topics, and a PD who wasn’t afraid to make their presence felt, especially with sales if they dared enter the studio. Those who’ve worked for me know that I can be demanding, vocal, and I have my own views on shaping content, but Tom managed different than I did. Given his knowledge of the market, staff, and success of the brand, I knew that his formula was working, but I couldn’t see myself managing the same way and Tom knew that too.
Later that day it became more obvious that although CBS Radio wanted Tom to pass the baton to someone else to run the station, he wasn’t ready to leave. Nor should he have at that time because the brand was producing some of the best results in the entire format. Tom would stick around for another year or two, eventually moving to Dallas, and making way for Jimmy Powers, who has since guided The Ticket to another decade of success.
Though he may be gone from this earth, Tom’s impact on the sports format is permanent. I just hope the man upstairs knows what he signed up for when he called Tom home. The programmer in him is going to have a few demands and suggestions on how to improve the listening experience in heaven. RIP Tom!
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.
