Bulletproof is a big word. But it should be one in every sports radio program director’s arsenal. Especially when it comes to the thought of a major play-by-play rights partner taking their games elsewhere.
There are few college football radio rights that are more valuable than the University of Texas. 104.9 The Horn is learning that the hard way after the school decided to partner with iHeartMedia’s 1300 The Zone and 98.1 KVET instead of continuing its deal with 104.9 The Horn. In response, Genuine Austin Radio dropped the station from the 104.9 frequency and subsequently laid off hosts and producers.
It’s sad to see a station in a growing market like Austin be reduced to a shell of itself due to losing the coveted Longhorns play-by-play rights. But if there is a way to bulletproof your station, here’s how you go about it.
First of all, an investment into your lineup goes a long way. If you can be strong in the daily 6a-7p ratings, you’ve got a shot to not only keep the teams you’d like to keep, but attract new partners and advertisers. Having an all-local lineup isn’t feasible for everyone. Heck, there are large market stations that still carry syndicated midday shows in their lineups, while other large market sports radio stations have all-network lineups. Different strokes for different folks, but putting resources into your lineup tells partners you’re committed to the format, and in turn, their product.
Secondly, heavy promotion is key. Not just your standard 15-second sports radio “(Insert Team Here) takes on (Heated Rival)…coverage begins Saturday at 7 on (Insert Station Here)” promos. I’m talking heavy social media, promotional products/calendars/magnets/billboards, etc…Not only does it benefit your station, but it also benefits your team partner. They’re looking to see their brand, and their radio product, in as many places as you are. Bite the financial bullet and invest in the partnership by doing those things.
Finally, go overboard in everything you do. In a profile earlier this year, Drew Deener ESPN Louisville showcased how the group secured the play-by-play rights to the University of Louisville. He shared that when University leaders were coming to the station for the presentation for why they should choose 93.9 The Ville, red and white M&M’s — the school colors — were in a bowl on the table, while former highlights played in the room. Attention to detail, and going over the top. It obviously worked. Broadcasts for the Cardinals are now heard on the station.
Something Deener said struck me as great advice for those making the presentations, or hoping to maintain their play-by-play relationships.
“Basically, we showed how much we cared. We made the presentation and I knew we had just nailed it,” Deener said. “We had the Sugar Bowl game playing on the TV and we only had red and white M&M’s, we were just showing how much we cared about the whole deal.”
“We showed how much we cared” is so simple, and yet so profound. There’s a famous saying that “People don’t care how much you know until they know how much you care”. And there’s a reason it’s true!
There are many sports radio stations that take their partnerships for granted. Because I’m here to tell you that there are others who would bend over backward for the flagship rights in most markets. Now, I’m not saying 104.9 The Horn is guilty of doing any of these things. That situation just struck the idea in my head. In all likelihood, it’s just a situation where iHeartMedia Austin provided better financials that Genuine Austin Radio couldn’t afford to meet. And that’s a whole different set of circumstances than what we’re talking about here.
If you truly care about the product you’re putting out over the air, things will probably be a-ok. But it’s easy, in my opinion, to somewhat bulletproof yourself from being in a situation where you’re about to lose the play-by-play rights, and not have your station crumble.
Garrett Searight is Barrett Media’s News Editor, which includes writing bi-weekly industry features and a weekly column. He has previously served as Program Director and Afternoon Co-Host on 93.1 The Fan in Lima, OH, and is the radio play-by-play voice of Northern Michigan University hockey. Reach out to him at Garrett@BarrettMedia.com.
