Five and a half days in Las Vegas can feel like an eternity. Especially when you’re in town for business not pleasure. But though I’d rather sleep in my own bed, eat at home, and avoid walking from convention hall to convention hall, I’m glad I made the trip because the NAB Show delivered.
Many media members have attended this event over the years, and it’s easy to come up with reasons not to attend. Budgets are tight, you can’t afford to be out of the office, or you think it isn’t beneficial. That’s where I’ll take exception. If you can’t find something of value at a five-day event that exists to serve broadcasters and brands, that’s on you, not the conference.
Over the past few days, I did what many do and took necessary business meetings at Encore, but I also listened to speakers offer valuable insights on artificial intelligence, marketing, programming, technology, dashboard connectivity, the future of AM radio, and more. All of these are subjects that should matter to media professionals. Having Brett Goldstein (Ted Lasso star Roy Kent) on hand to talk about content creation was an added bonus.
As I spent my final hour inside the North Hall on Wednesday, I couldn’t help but think about how large this event is, what goes into creating it, and how many different industries and brands are represented at it. What the NAB does to make this event possible for sixty-five thousand plus is amazing, and I commend all involved because it truly is informative, and it helps bring together business leaders and brands to help move our industry forward.
There were many takeaways from the conference sessions, but one in particular stood out. I thought Mike McVay’s session with J.D. Crowley and Paul Suchman of Audacy was excellent. Crowley’s insights on listener choice, distribution, and personalization were spot on, and I was very impressed with Suchman’s feedback on some of the behavior testing Audacy has done to learn how consumers respond to different types of content and messaging.
Crowley’s final message about people in the audio industry needing to be proud of the business they’re in was easy for me to relate to because I feel similarly. This is a great business to be in. I get tired of hearing folks in and out of the industry tear it down. So much attention gets placed on who exceeded revenue goals, what a brand’s ratings were, and what a company’s stock price is, losing sight of the more important part, our brands, personalities, and content, and the way they’re received by those who consume it.
Additionally, I was honored to speak about the growth of BSM and BNM. Joe D’Angelo of Xperi and Pierre Bouvard of Cumulus Media treated folks to information on advertising and in-car data, and Erica Farber, Tim Bronsil, and Mary DelGrande did a nice job guiding multiple business conversations. I also enjoyed stopping by the Veritone booth and learning about their products and staff. My only regret, I missed Buzz Knight’s session with Nielsen’s new audio team due to a business meeting running long. Thankfully Inside Radio put together a detailed recap of what was discussed.
But what I want to draw attention to most is something Dan Mason said on stage during his acceptance speech when receiving the Lowry Mays Award at the Broadcasters Foundation of America breakfast. It’s something I raised at last month’s BSM Summit.
After sharing how local is a key differentiator in helping radio stand apart from other forms of media, and reminding everyone about the importance of longevity, Mason said that radio has to get back to having fun. He shared a story of a promotion he was part of in the 1970’s that wouldn’t fly today. It was a short people’s convention that included six-ounce drinks, pigs in a blanket, and strawberry shortcake. The event put his radio station on NBC Nightly News, and created a ton of buzz.
Just because that type of event wouldn’t work in 2023, doesn’t mean others can’t. We have got to create special events that produce national attention, local market interest, and fear of missing out spending. This is what radio is supposed to be exceptional at yet it doesn’t happen enough.
At our Summit in LA, I asked three PD’s to share with me the one promotion in sports radio today that they viewed as a killer event. It wasn’t an easy one to answer. In fact, two referenced WIP’s Wing Bowl, which ended in 2018. Had I asked five or six other PD’s, they’d have likely been in the same boat, struggling to name three or four killer events.
I mentioned how the Mandy Awards at 710 ESPN in Los Angeles stood out, but this format should be able to deliver more than one standout promotion. I realize there are stations doing promotional events, and if they’re helping you produce revenue, great. I’m not telling you to abandon that strategy. But I will challenge you if you try to tell me sports radio’s report card on promotions in 2023 is superb. It is not.
One gentleman I listened to during the week who was attending a session shared one reason why this is the case. He was asked about creating ideas and said ‘we use a committee to brainstorm and find that sometimes the best ideas come from different departments, in fact, our last successful event was the idea of our engineer.’
I’m all for collaboration, and if you’re creating events that satisfy your goals, continue doing it. I’m not here to rain on your parade. But let me share an opinion some may view as unpopular. If the best ideas in your organization are coming from departments other than programming, you have a problem.
The program director and talent are supposed to be the people you turn to for leadership, ideas, passion, creativity, and execution. They’re supposed to be able to think of things that others can’t. Do you think Steven Spielberg or Quentin Tarantino would turn over the direction of their next film to others inside their companies? Imagine the focus of Ted Lasso’s next episode being decided by someone other than Jason Sudeikis, Brett Goldstein, and the rest of their writing team. You’d be wasting the talent of your best storytellers.
Radio companies pay premium dollars for elite programmers and hosts because they’re supposed to be able to bring things to life that only exists inside their brains. If your HR or engineering department are creating the station’s best promotions, you don’t have enough creativity coming from your programming team. That could be due to having a PD who lacks ideas and vision or it could be the result of the way your creative process is structured.
One of the things I enjoyed most as a PD was coming up with ideas that created buzz, ratings, and revenue. My job was to think and execute BIG, and whether it was Lucky Break in San Francisco, Stand For Stan at 101 ESPN in St. Louis, the Golden Ticket at 590 The Fan in St. Louis, the 20 in 20 tour or Goodbye Roast at 95.7 The Game or the Gridiron Gala in both cities, we produced buzz, grew ratings, and made money. If we did something and it failed, that was ok. I’d rather swing and miss than be afraid to try. I took that responsibility seriously, and feel that when you’re making calls by committee, you’re not allowing your best people to do what they’re best suited to do.
Case in point, I attended Boomer & Gio Live in Jersey City, NJ a few weeks ago. It was a fun event with a lot of different things going on. WFAN’s PD Spike Eskin worked the event on stage, and if you recall, the station made national news when Jets GM Joe Douglas said that Aaron Rodgers would end up in New York. There were multiple sales activations included throughout the show, and much of the fun content that took place on stage came from the creators. Because the FAN crew were allowed to do what they do best, the station produced a successful event. Had that been an ‘all departments contribute’ approach, it’d have not been the same show.
What Dan Mason said in Las Vegas was accurate. Radio has to get back to having fun but it also has to be unafraid to take risks. I fear that we worry so much about the ‘what ifs’ and the potential noise on social media that we’re killing creativity, and the next big idea.
If I asked you to list five GREAT sports radio promotions today, could you? And I’m not talking about golf tournaments, charitable bowling events, host debates or bar remotes. If I ask this same question in five years and we’re in the same spot, that’s going to say a lot about where we are as an industry. We have to excite ourselves, our listeners, and our advertisers because when we showcase our creativity in a way that no other medium can, we make a statement, which results in increased attention, and financial investment.
Some of that creative spirit is still alive. You see it in Boston with WEEI’s Jimmy Fund Telethon, and if you attended the Michael Kay Show 20-year anniversary special or Barstool’s Upfront, you saw what great planning, and execution looks like. But I also remember The Fanatic’s Celebrity Week, The Millen Man March in Detroit, Ticketfest in Dallas, Wing Bowl in Philadelphia, and 790 The Zone in Atlanta becoming a national sensation by creating multiple home run events.
I don’t believe enough brands today create events that deliver meaningful impact. Yet they’re needed. When done right, brands ascend to a different level. Sports radio has too many sharp, creative minds to not be creating the biggest and most successful promotions in all of media. If you work in programming and your station isn’t producing promotions that generate recall across the format, national media attention or revenues that change the fate of your next quarter, it’s time to step up your game. If you don’t, the interns, street team, and receptionist may soon be deciding the future direction of your brand’s promotional strategy.
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.
