When news broke last week that ESPN was canceling its morning show, Keyshawn, JWill and Max, featuring Keyshawn Johnson, Jay Williams and Max Kellerman, it was hardly a surprise to Dan Le Batard. Even so, the realization of the platform’s ostensible nadir – at least for the time being – is somewhat of a disappointment to him especially when comparing the audio vertical to other areas of the company.
“To see what ESPN Radio has become in the last 15 years – as a dinosaur has died in front of us unable to keep up with changing times, changing platforms [and] changing audiences, I was made sad in a way that made me want to reminisce about what sports radio used to be, and no one wanted to do it with me,” Le Batard said. “No one was nostalgic or interested in the roots that berthed a cruddy morning show that didn’t have chemistry.”
Le Batard and his colleagues on the show seemingly agreed on the assertion that ESPN has been unable to develop quality audio talent, instead relying on the affluence and reputation of The Walt Disney Company to buy its way to the top.
The company’s audio division was a point of emphasis during early rounds of layoffs, with the company cutting various longtime staffers tasked with leading the future strategy. Last week, ESPN promoted Amanda Gifford as responsible for managing audio and radio properties for the company, in addition to expanded oversight in television. While Gifford has a vast amount of experience and expertise in the audio space, Le Batard believes the network has a lackluster track record of hiring qualified people to fulfill these executive roles.
ESPN Radio is perceived by a preponderance of the industry to be in an ignominious state as it revamps its radio lineup and continues to pour money into studio programming and live sports rights. Le Batard wishes the company had placed more priority on radio, but has moved on to work with Meadowlark Media and have creative control of his property.
“To have this entity punt on both forms of that future – both ESPN Radio, which they could have kept alive just by pouring resources into it by virtue of the name; or everything that they’re doing in podcasts, they could be growing because Disney is a monster,” Le Batard expressed. “If they invest in those places, they will obviously birth a bunch of things that are great content and that have a lot of following.”
