Running a digital media company is hard. You read our articles, and see the names and faces attached to each story, but not the time invested in listening, reading, watching, researching, texting, calling, and emailing to deliver the daily content that we do. Every day I wake up energized to cover and consult the news and sports media business, but there are many times when I’ve asked myself ‘would we be fine if everything was cut in half?’
For nearly 8 years we have served the spoken word side of this industry unlike any other brand. I know that what we do matters to folks inside the business. I appreciate that, and don’t take it for granted. No other online outlet has twenty three contributors involved in daily coverage of sports and news/talk radio, TV, digital, research, and advertising, delivering two annual events, two daily newsletters, and providing consulting support to industry brands. The good news is that every year since starting this company, we’ve grown. I thought for sure that wouldn’t be the case in 2020 when the pandemic hit, but whether through luck, skill or an act of god, we survived, and thrived.
But though we continue to grow, changing industry marketing habits isn’t easy. I try to focus on doing good, quality work with high caliber people, making connections for partners, and producing results that demonstrate our value to the industry. I believe that if we do the right things consistently, doors eventually open. Once they do, I’m convinced they’ll become long-term relationships. Those are the type of partnerships I look for. We’re not chasing one and done deals.
As a business owner I constantly evaluate and analyze what is and isn’t working. I look at how much content we create, who we’re writing about, who reads our work, which of our writers is and isn’t connecting with the audience, how far our reach extends across the industry, if our traffic is up or down, if our advertising-consulting-membership-newsletters-conference businesses are growing, and how much we push and promote across all social media platforms through both organic and paid media. I then compare that to other outlets producing industry content to make sure we’re on the right path.
I also have to examine new opportunities, and if they are a worthwhile investment. There’s no bigger example of that then this past November when after months of discussion, we decided to give BNM its own platform.
When I made that call, I knew it’d take time for people to find the site, follow our social media accounts, sign up for the newsletters, etc.. We’re not even a full six months into that plan yet, and though there’s plenty of room for improvement, we’re making strides. I recently changed Demetri Ravanos and Garrett Searight’s roles, having Garrett specifically focus on BNM and Demetri prioritize BSM. They had worn two hats previously, and a split focus is hard to get the best results with. I also promoted Derek Futterman to BSM Contributing Editor to help with our daily stories, and begin adding creative features and on-site support at industry events. I’m hoping that having a laser-like focus on both brands will make us better. Down the line, I may add another FT editor to help us continue to grow.
But what most people notice on our websites is the content we create, and who writes it. We’ve built a good team over the past few months, but are always looking to get better. I don’t care if someone is old, young, black, white, gay, straight, conservative or liberal. If they have industry experience, love what we do, and can write and help us, they’re worth talking to. It helps that we concentrate on covering news media, not news. Writers can think whatever they want about politics and issues facing the world, but when it comes to posting content here, only one thing matters, how does it relate to the media business?
That’s one key item I value on BSM and BNM. Others are making sure we are fair, accurate, respectful, using good grammar, avoiding personal shots, and making sure the brand and my personal reputation are not damaged. I don’t believe those are unfair expectations. You can disagree with a brand’s decision, question a company’s strategy, interview people, share your opinion on a talent or executive’s handling of an issue, and 99.9% of the time I’ll support it. If you leave your politics at the door, it’s a fun, easy job. If those standards get violated, tough calls have to be made.
As pleased as I am with our current crop of contributors, I’m interested in growing. It’s why I launched the BNM Top 20 last December, and am hosting our first BNM Summit in Nashville this September. So today, I’d like to share some more positive news that I hope will make our readers happy, and bring a few more industry eyeballs to the BNM website in the near future.
Starting the week of May 15th, BNM is adding a few new columnists and a new features reporter to its stable. I am excited to welcome Brian Shactman (WTIC morning host in Hartford, CT), Peter Wilkinson Thiele (NewsTalk KZRG PD and Morning Host), Dr. Ed Cohen (Former VP of Ratings & Research at Cumulus & Former VP of Measurement Innovation at Nielsen/Arbitron), and Jessie Karangu (weekly columnist for BSM) as columnists, and Veronica Dudo (Former CBS & NBC News Journalist) as our new features reporter.
All five of these folks have great knowledge, and experience inside the industry. I’m eager to have them share their insights, opinions, and stories with you to help provide an even better content experience on BarrettNewsMedia.com.
While I am looking forward to having them create content for us, I do have to share that Jim Cryns is no longer with BNM. Jim did a great job for us in 2022, and the first few months of 2023, and I wish him all the best with his future pursuits.
I’ll have another column later this week with additional speaker announcements for the 2023 BNM Summit in Nashville. Please mark those dates down on your calendar now, Wednesday and Thursday September 13-14, 2023. Tickets have been reduced for the month of May to just $174.99. I hope you’re able to join us for the show, but in the meantime, please be sure to give a nice, warm welcome to our new contributors when they get started next week.
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.
