A massive sports radio story dropped on Tuesday. 98.7 ESPN New York is dropping the 98.7 next year.
It seems like curious timing, no? At a time when AM radio is fighting for its life, it’s rare for a station to drop its FM signal instead of its AM.
On the surface, to be frank, it appears to be a cheapskate move. Good Karma Brands making a decision to pocket a reported $12.5 million every year to not have an FM signal sounds like half-assing a radio station in the nation’s largest market.
But then, when you look at the decision through a different prism, I keep going back to the same question: Is giving up your FM signal a waving-the-white-flag moment, or is it putting your resources elsewhere?
If the 98.7 ESPN New York actually does put those resources elsewhere, then yes, it makes sense. If the move becomes something other than just a way to pocket a couple million bucks each year, then I’m all for it. Investing in more local talent, bigger on-air promotions, stronger play-by-play rights, or better video channels/equipment all make sense with newfound millions in the budget. But I’m skeptical that it isn’t simply a cost-saving measure.
However, the reasoning put forth does make sense. The station claims more than half of its audience doesn’t listen on the 98.7 FM signal. That, in and of itself, should be reason enough to at least examine what you’re doing as a company.
I’ve long been a proponent that sports radio has long needed a digital revolution. I also strongly believe in recognizing that in today’s media landscape, you need to put your content on as many distribution channels as possible. AM/FM Radio, websites, mobile apps, social media, Twitch/Rumble/YouTube/linear or cable television, are all must-have outlets in 2023. I just never imagined that FM radio would be the first one to go.
Obviously, Good Karma Brands believes it can make this work. The company operates stations in Los Angeles, Chicago, and Cleveland strictly on the AM band and digital platforms. And in an ever-increasing on-demand world, maybe making your content primarily available through digital channels is a smart bet.
I just can’t help but wonder if it isn’t a decision five years too early. There are still millions of listeners in the New York market that utilize FM radio. That number isn’t likely to experience a steep decline in the coming years. But AM radio will, in my opinion.
The station is likely to lose or see significant alterations to its play-by-play rights with the New York Knicks and New York Rangers. Who knows what will happen to the rights of the New York Jets? One could imagine that if those franchises wanted to be on AM radio, they would go with one of the many other, more widely listened to, options in the market like 880 WCBS, 1010 WINS, 77 WABC, or 710 WOR.
Make no mistake about it, the move is a gamble. And it feels like a gamble with no middle ground. Either this move works wonders and Good Karma Brands ends up looking like radio visionaries, or they’re making a decision that will ultimately lead to killing a strong brand. There’s no in-between. Let’s see how it plays out. I’ll be watching. Closely.
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.
