When someone sets out for a career in the sports media, he or she could get into writing, television or radio. Bill Reiter has accomplished all three.
“I’ve been really lucky,” said Reiter, the host of Reiter Than You, heard weekdays from 10am to 12pm eastern time on CBS Sports Radio.
But Reiter, who also is an NBA Insider for CBS Sports HQ and NBA columnist for CBSSports.com, has developed a very strong passion for radio. His first experience in radio came with Fox Sports, but he had to relinquish that role when CBS Sports hired and then eventually came his first tour of duty with CBS Sports Radio in the spring of 2017.
“I love radio,” said Reiter, a graduate of the Missouri School of Journalism in 2000 and former writer for the Chicago Tribune, Des Moines Register and Kansas City Star.
“I don’t know what it is. I got into it later than most people. It wasn’t what I planned to do like a lot of folks when I was in college. I absolutely love it.”
When Reiter first joined CBS Sports Radio in April of 2017, he moved his family to from Los Angeles to New York and he hosted an evening show from 6pm to 10pm eastern time. But, in December of 2019, a bigger role with CBS Sports HQ would prevent him working radio at night, so he and his family moved back to Los Angeles.
He wanted to stay with CBS Sports Radio, but they didn’t have a time slot available that would fit into his schedule.
“We just couldn’t facilitate the opportunity during the day,” said Reiter. “I missed it and I loved it.”
Eight months after Reiter moved back to Los Angeles, that daytime opportunity at CBS Sports Radio would become available when Pat McAfee did his last show for CBS Sports Radio on August 26th, 2020 and moved his program to Sirius XM Radio.
That opened the door for Reiter’s return to the network and management welcomed him back with open arms.
“This (CBS Sports and Audacy) is the best culture I’ve ever worked for, especially in radio,” said Reiter. “It was coming back to a group of people who I really trusted and a group of people I really like working with. The return to CBS Sports Radio and the ability to do a five day a week show is probably the most joyous thing that’s happened to me in my career.”
Reiter’s return to CBS Sports Radio paired him with producer Tom DeCelestino. It didn’t take long for them to develop a strong chemistry on and off the air. That is very evident if you listen to the show on a regular basis, especially during the “buy and sell” segment when DeCelestino brings up various sports takes for Reiter to ponder.
It’s a great chance for the two of them to enter a unique back and forth.
“I like to bust chops a little bit,” said Reiter. “Tom is a really good sport and funny but he bristles at that so I think it sounds really good. I think it works really well. I love working with Tom. He’s got a very no-nonsense New Jersey/New York sensibility and he’s a very strait-laced guy and I can be wacky, confrontational and poking the bear.”
For DeCelestino, working with Reiter has been a very special opportunity.
“Bill has made me a better producer and my two plus years working with him have been the most fun I’ve had in my radio career,” said DeCelestino. “His unique approach to sports talk radio keeps the audience engaged and me on my toes. ”
Reiter’s show is one of the most transparent and honest sports talk radio programs in the industry, either at the local or national level. The host speaks from his heart and gives the listeners a no-nonsense approach to sports.
While Reiter and DeCelestino have some fun going at it with each other, the sports content is genuine. There’s no room for BS.
“I can’t personally fake things in radio,” said Reiter. “I can’t pretend to have a perspective that I don’t have, I can’t pretend to be outraged and I can’t pretend to like people on the air who I don’t like. I like Tom and I find him hilarious and I do find it hilarious to give him a hard time. He certainly finds it hilarious to try and get a rise out of me.”
In addition to his radio duties, Reiter remains busy with his other gigs, especially at CBS Sports HQ, a streaming video sports channel launched by CBS Sports on February 26th, 2018.
That day just happened to be Reiter’s 40th birthday.
“The joke is as that era began; my youth came to an end,” said Reiter. “It’s awesome. I love the TV side. There’s some talk, maybe at some point, about doing an NBA show again. I’m an NBA guy. It’s great to be back to my roots doing what got me into the business on the TV end. I love it.”
Bill Reiter has a lot on his plate these days and he wants to keep it that way.
“I want to keep working hard,” said Reiter. “You can’t take success for granted and you can’t let failure frustrate you if it arrives. My goal is to keep grinding and keep doing good work and keep hoping my bosses like me and keep me around.”
Another reason why, in many ways, Bill is “Reiter” about a lot of things.
Peter Schwartz writes weekly sports radio features for Barrett Media. He has been involved in New York sports media for over three decades, and has worked for notable brands such as WFAN, CBS Sports Radio, WCBS 880, ESPN New York, and FOX News Radio. Peter has also served as play by play announcer for the New Yok Riptide, New York Dragons, New York Hitmen, Varsity Media and the Long Island Sports Network. You can find him on Twitter @SchwartzSports or email him at DragonsRadio@aol.com.
