This is not a column I wanted to write. For years, I’ve expressed how much better the industry is when ESPN Radio is healthy. I’ve maintained friendships at the network, the company has supported our BSM Summit, and I reflect fondly on the few years I spent working there earlier in my career. It was a special place to work and I learned a lot about becoming a pro in Bristol.
But this ESPN Radio is not the one that I and many others were fortunate to be a part of under Bruce Gilbert. It is not the one that Traug Keller, Scott Masteller, and other radio-first believers oversaw. This current version lacks radio instincts, focus, passion, and care. That may be an opinion that folks in Bristol, New York, and Los Angeles offices don’t want to hear but the decisions made in recent years make it difficult to see it any other way.
ESPN Radio used to obsess over serving the sports fan, its radio affiliates, and network advertising partners. But serving the company’s television and digital interests is what matters most now. Relationships with radio operators have changed, interest in operating local markets has decreased, and though I’m sure some will defend the network’s interest in satisfying advertising partners, it’s hard to do that a day after the entire national audio sales team was gutted. Thankfully Good Karma Brands is passionate about the audio business and helping their sales efforts. If they weren’t involved, who would be leading the charge in Bristol?
I didn’t start this week planning to drop a truth bomb but as I sat here on Tuesday and fielded text after text and call after call, I couldn’t help but be disappointed and upset. This network has been a staple of the industry for over thirty years. Yet in less than ten it feels they’re closer to turning off the lights than celebrating success. That should not happen when you have the partnerships, history, and talent that ESPN has.
What saddens me is that it didn’t have to reach this point. ESPN Radio had chances to sell in the past to outside parties. They declined. Folks inside of Disney felt the network was worth more. Well, how’s that looking now? If the company wasn’t going to commit to doing it the right way, and was just going to cut its way to the bottom, why stand in the way of others who’d pay to save it? It’s eerily similar to what just happened with Buzzfeed News. The company thought it was better than it was, and within a few years, the whole thing crumbled.
If this were the first time the network looked bad, I’d go easier on them. I understand the business, and sometimes brands or companies make mistakes or have to make difficult choices. It’s why I didn’t bury the network when Mike and Mike ended. Though I knew replacing their stability in mornings would be tough, I felt the network had earned enough clout over the prior years to be given the benefit of the doubt with a new show/lineup. I also applauded the company for replacing Zubin with Max, defended paying Stephen A. Smith top dollar, and supported GetUp! when it was popular to predict the show’s funeral.
But how can leadership in Bristol expect radio operators to trust their decision making at this point? I’ve talked to network executives privately and publicly about these issues for years, and have been told repeatedly that the radio business matters to them and becoming more consistent was a priority. At some point though the actions need to match the words. Unfortunately the only consistency taking place is change, and it often isn’t for the better.
I’ve lost count of the phone calls, texts, emails and direct messages I’ve fielded from PDs, executives, market managers, and ad agency professionals who’ve asked ‘should I be doing business with this network? Can you help me rebrand and redesign my radio station without ESPN Radio?‘ Yesterday alone I took five calls including from two who have expiring deals coming up. Think they’re in a rush to extend a partnership given what’s going on?
If you turn back the clock, some will say that things began to go in the wrong direction when Bruce Gilbert and Dan Patrick left. Though those were big losses, there was still a lot of confidence across the industry in ESPN Radio after they left. The early signs of issues at the network really started in 2014. That’s when Scott Masteller and Scott Shapiro departed. Masteller went on to program WBAL in Baltimore, and Shapiro teamed up with Don Martin to strengthen FOX Sports Radio.
Fast forward to 2020, and the heart and soul of the network, Traug Keller retired. Traug had more in the tank when he signed off, and when I talked to him prior to his exit, he denied being forced out or having concerns about the future direction of the network. Those who know Traug, know that’s he’s a class act and not one to air dirty laundry. But I also know he’s smart. As I look back now, I can’t help but wonder if he knew the ship was headed for an iceberg. I have no doubt that the network would be in better shape today if he were still there.
After Traug’s exit, a year later, Tim McCarthy was let go in New York. The network even cut ties with longtime voice talents Jim and Dawn Cutler, though they stayed on the company’s top stations in NY and LA.
Though I hated to see all of them go because they were good at their jobs and valuable to the network, the one that made a little more sense was Tim’s exit because that had more to do with Good Karma taking over in New York. Tim has since landed with the Broadcasters Foundation of America, and Vinny DiMarco is now leading 98.7 ESPN NY, and I’m a fan of both men.
But now here we are in 2023, and once again, the folks being shown the door are the people who dedicated their lives to radio. Among the casualties, Scott McCarthy, the network’s SVP of Audio, Pete Gianesini, Senior Director of Digital Audio, Louise Cornetta, Digital Audio Program Director, and two good local sports radio programmers, Ryan Hurley at 98.7 ESPN NY, and Amanda Brown at ESPN LA 710. All of them good, talented people with track records of success in the format. I struggle to explain how ESPN Radio is better today without them.
By the way, I haven’t even touched the talent department yet. But let’s go there next.
In less than eight years, ESPN Radio’s morning show has featured Mike & Mike, Golic & Wingo (Mike Golic Jr. and Jason Fitz were added as contributing voices), Keyshawn, JWill & Zubin, and Keyshawn, JWill and Max. Middays have included Colin Cowherd, Dan Le Batard and Stugotz, Scott Van Pelt, Ryen Russillo, Danny Kanell, Will Cain, Mike Greenberg, Jason Fitz, Stephen A. Smith, Bart & Hahn, and Fitz and Harry Douglas. Afternoons have been a combination of Le Batard and Stugotz, Bomani Jones, Jalen & Jacoby, Golic Jr. & Chiney, Canty & Golic Jr. & Canty and Carlin. I could run down the changes at night too, but you get the picture.
As a former programmer and current consultant, I know that radio is a relationship listen and investment. You can’t build an audience and attract sponsor support for talent and shows if the product constantly changes. Most PDs or executives who make this many changes during a short period of time, usually aren’t around very long. Yet ESPN has allowed this to continue, which leaves me to question how much they value their radio network.
Look, I’m sure this is a tough week for those in management at ESPN. Having to tell folks they’re not being retained and watch friends say goodbye is a crummy part of the job. I’m sure some have even fought to try and avoid this bloodbath. But when the news comes down from up above that 7,000 jobs are being eliminated, it’s not a question of whether or not people are talented and valuable, it’s simply about the bottom line. I feel for the folks at ESPN who have to deliver the bad news this week but also for those who are staying and now have limited support around them to make a difference.
By decimating the radio department there are now bigger questions to be answered by Jimmy, Burke, Dave, Norby and the rest of the management team. How much does ESPN value the radio business and the stations they’re in business with? If most of the people who’ve built relationships with local stations are gone, talented programmers are being ousted, talent changes happen far too frequently, and the company becomes less involved in local markets, why is anyone to believe this space matters to ESPN? What exactly are stations gaining from partnerships besides the use of four letters and the opportunity to air play by play events?
The network expects these stations to provide them with inventory, rights fees, branding, promotion, and clearance of certain programs so isn’t it fair of stations to have expectations of the network too? Don’t radio network partners deserve consistent quality programming, relationships with managers who prioritize audio, and less negative PR?
Most who I talk to about this situation believe the network’s glory days are gone. That’s fine. Just because this isn’t the ESPN Radio of 2005 doesn’t mean it can’t be great. The product exists now to primarily serve mid to small market operators who can’t afford local content, major market stations who don’t want to spend on evening and overnight shows, and company owned stations that can be utilized to promote the company’s digital and television content. ESPN does gain value for their radio shows on TV and podcast platforms, but those benefit the company much more than their radio partners.
The general feeling in industry circles is that FOX Sports Radio now delivers the best national radio product, CBS Sports Radio has better consistency but similar east coast content issues, and others don’t have strong enough brand recognition or content to justify a change. If sports betting continues to gain mainstream acceptance and bring cash into the marketplace, that could help outlets like VSiN, BetQL, and SportsGrid gain greater traction. If Outkick gets more aggressive with offering content to local markets, especially in the south and Midwest, that could be another interesting option.
The bigger question is whether there’s enough audience, revenue, and excitement for national content in today’s sports radio space. If most major markets are focused on local, is there enough out there in rural America to keep networks excited?
I do know that just ten years ago CBS Radio entered the space because they saw value in it. NBC Sports Radio leaped in too. FOX Sports Radio went all-in for Colin Cowherd, and ESPN Radio was healthy. Even SiriusXM continues to expand its national offerings, and three sports betting networks saw value in pursuing national distribution. It’s hard to convince me that there isn’t financial upside for national sports radio brands in today’s media environment. It may not be a big ratings play but from a business standpoint there is value.
What’s unfolding now at the worldwide leader is disheartening because it could have been avoided. Instead, brands have been damaged, relationships changed, jobs lost, and questions raised about future viability.
If the world’s leading sports operator values radio, they’ll prioritize restoring confidence across the industry. A good start would be putting people in place who champion radio’s future, and make decisions that best serve the radio brands carrying their product. If they can’t do that, then maybe it’s time to step aside, and let someone else try. I know a few groups who’d be happy to take a shot at restoring the network’s pride.
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.
