ESPN Radio recently announced its new on-air lineup featuring established hosts and varied content offerings. The audio business is in a midst of transition and ESPN has outsourced different aspects of the model to other entities, most notably Good Karma Brands. ESPN recently agreed to a deal with the company that renders it responsible for sales on the radio and podcast networks, a transaction that was preceded by a larger move as it pertains to ownership of traditional outlets.
The discussion pertaining to the ephemeral future of audio communications and the sports radio format in particular have been amplified over several years. Some local stations are syndicating large swaths of national content throughout the day with minimal amounts of original programming. Moreover, there have been people from around the industry claiming that the company is “punting” on radio, wondering about the future of ESPN Radio as a division altogether. In general, a sentiment of the company neglecting the radio medium in particular has pervaded media circles, evidenced by frequent lineup changes and alterations in the leadership and management structure.
The future of the audio medium is in the purview of Burke Magnus, president of content at ESPN, and he has a significant hand in the future of the network. Magnus emanates from the world of college sports, having landed a full-time position with ESPN in 1995 as a programming associate. While he has remained cognizant of radio from afar, he is now entrenched in the room where industry-altering decisions are made.
“I think it’s a work in progress,” Magnus said of the future of audio at ESPN. “I think it too is transforming, particularly with the significance and power and influence that podcasting has taken with people’s time, and in particular sports fans’ time.”
Indeed, several original podcasts distributed by ESPN are produced by Omaha Productions, a media company founded by Pro Football Hall of Fame member Peyton Manning. Omaha is also responsible for Monday Night Football with Peyton and Eli, the hit alternate broadcast that is set to enter its third season in a few weeks. Because of the growth in other spaces, Magnus and those in the industry tend not to define the landscape as the radio business, instead adopting broader nomenclature.
“We’ve said for many years [that] it’s the audio business, Magnus said, “and I think that manifests itself in a lot of different ways, but terrestrial radio is certainly part of that mix.”
As part of layoffs mandated by The Walt Disney Company to slash $5.5 billion in operating costs, leaders across the format lost their jobs, including senior vice president of audio Scott McCarthy. The cuts came after Disney chief executive officer Bob Iger reorganized the company into three distinct business segments, one of which is ESPN, which will report its own earnings for the first time later this year. Additionally, Keyshawn Johnson, Jay Williams and Max Kellerman departed the network shortly after the cancellation of their national morning show, and the network has cross-utilized its talent across various programming through different verticals.
“Sometimes, I think people read into a particular individual circumstance too much looking for a deeper meaning to a particular change or two,” Magnus said. “That would be the way I feel about where radio is at the moment.”
ESPN and Pat McAfee inked a multi-year, multimillion dollar contract to bring the hit digital program, The Pat McAfee Show, to various network platforms for 235 episodes per year. McAfee, a former NFL punter with the Indianapolis Colts, along with the rest of his show cast, will be available to watch on linear and digital outlets as part of the network’s new, upcoming daytime programming lineup. The network may reportedly look to put McAfee’s show on radio down the road, in line with the multiplatform nature of the endeavor.
“There are radio people who are very good on the radio, and maybe they wouldn’t be able to succeed on television, and vice-versa,” Magnus said. “To me, it’s a blend of big-name talent that cuts [through] regardless of medium, but balanced considerably by true radio professionals that are entertaining and have a mastery of that medium in particular.”
As Magnus works with Chairman Jimmy Pitaro and the rest of ESPN leadership to craft the future of the network, it is certain that audio will be a part of it. In just what capacity the network will be involved with the content remains to be seen, but it encompasses part of a larger plan to keep the network positioned for future growth in the dynamic modern media ecosystem.
“It’s in a little bit of a transformative period right now,” Magnus said of the audio industry, “but it is definitely something we’re thinking about and seeing how it could optimize itself over time.”
Barrett Sports Media’s exclusive interview with Burke Magnus will be published on Friday morning, featuring his thoughts on the new daytime programming lineup, ESPN BET and the future of the “Worldwide Leader.”
Derek Futterman is a contributing editor and sports media reporter for Barrett Media. Additionally, he has worked in a broad array of roles in multimedia production – including on live game broadcasts and audiovisual platforms – and in digital content development and management. He previously interned for Paramount within Showtime Networks, wrote for the Long Island Herald and served as lead sports producer at NY2C. To get in touch, find him on X @derekfutterman.
