Over the past decade, we’ve seen talent start to bet on themselves rather than perform for the brands that helped build them. Many outlets across the country still feature hit shows and top personalities, but little by little, the era of the independent creator grows.
In Seattle, Jason Puckett walked away from KJR and launched his own website/show after his partner Jim Moore was laid off. But it’s not just happening in Seattle. This is happening in other cities too.
In Dallas, Dan McDowell and Jake Kemp left The Ticket to go out on their own. The Next Round exited WJOX in Birmingham to become their own bosses. Damon Bruce and Larry Krueger started second acts in San Francisco after years spent on KNBR and 95.7 The Game, and Doug Franz in Phoenix, Kevin Keitzman in Kansas City, Mitch Levy in Seattle and and Jonathan Zaslow in Miami are all grinding away in the digital space.
Others too have either left terrestrial radio for digital opportunities or pursued new situations after ending partnerships with their former radio employers. Case in point, Anthony Gargano joined AllCity, Mike Francesa and Mike Missanelli signed on with BetRivers, and Kirk Minihane moved to Barstool Sports. Even Zach Bingham and Austin Stanley built AtoZ Sports in Nashville, and Kevin Jones created Blue Wire after being let go by local radio stations.
Making the decision to operate independently doesn’t come without risk. Not every host is capable or comfortable with handling sales, billing, technical setups, paying for benefits or broadcasting to a social media audience. But replacing a salary that ranges between seventy five thousand and a few hundred thousand dollars isn’t impossible, especially for hosts with years of equity in a local market. Sure, the audience size may be smaller, but does it matter if you talk to ten thousand or one hundred thousand people if you enjoy what you do and make enough money to support your passion?
I’ve raised this issue before with executives, and many seem unconcerned. The feeling is that the company can pay more and provide more stability, while adding relevancy and larger reach. There’s some truth in that, but once a great talent has been on top, they tend to want more. That could mean a larger stage to be seen or heard, a whole lot of cash or more control. If they’re important enough to the brand and business, the company eventually has to give in or risk losing an asset (ex: Craig Carton, Chris Russo, etc.).
Many are curious to see how Stephen A. Smith’s situation plays out. He’s a big enough star that he could leave ESPN and succeed on his own. Fox Sports will go through this too when Colin Cowherd’s deal comes up. We’ve all seen Dan Le Batard, Bill Simmons, Pat McAfee, Big Cat and PFT and Dan Patrick prove they can thrive on their own, but those are national acts. What about local shows and talent? Couldn’t they do the same thing and create major issues for the local brand(s) they’ve worked for?
What if Mike Valenti took the plunge in Detroit? Or Mike Felger and Tony Masarotti? Or Danny Parkins, Mason and Ireland or The Power Trip? Would executives be concerned then? Are the brands that employ these stars more important to the talent than they are to the brands they represent? Who needs who more?
Taking care of your talent financially is part of this but so too is keeping them happy and challenged. At some point, the best want more. If all you have to show them is the same stage with a few more dollars, eventually they look around. It gets even worse if you try to restrict them. Like it or not, stars are going to want to do more than just host a radio show. They’re going to want a TV deal, podcast deal, social media deal, writing deal, etc.. Try to control all of those things, and you’re likely to lose your best performers.
Athletes who possess the skill to talk are going to build their own empires. They’ve got the money, the fans, the high-profile relationships, and the platforms available to do as they wish. But the best broadcasters in your building can do it too. They’ve spoken for your local businesses, built trust with your listeners, and have developed relationships with the local teams and media members. Your outlet may have helped them create their identity, but we’re in a ‘what have you done for me lately’ world.
Your best performers want to feel valued, and challenged. They’d rather focus on the part of their job they love the most instead of juggling ten different things. But if forced to do it, they will, and they’ll find a way to pluck away some of your audience. Treat them right and show that they’re a valued part of the company, and you stand a good shot of staying in business together. Take them for granted or restrict them from maximizing their worth, and don’t be surprised if they’re building a healthy business at your brand’s expense.
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BNM Summit Announcement:
I’ve announced our first fourteen (14) speakers for the BNM Summit in Washington D.C.. Our conference for news/talk media professionals takes place September 4-5 at the Jack Morton Auditorium at George Washington University. To celebrate our first reveal, we’ve reduced tickets for the week to $249.99. They’ll return to $299.99 on April 8th so take advantage of the discount while it lasts.
We’ll have more speakers to announce in the weeks and months ahead leading up to the show. Tickets for the Summit have been hotter than any other event we’ve hosted this early in the process. We’ve also had great demand for sponsorships. I’m thrilled to welcome Newsmax, Premiere Networks, MRN, Quu, and JJ Surma Voiceovers as partners. For more details, visit BNMSummit.com. To learn about sponsorship opportunities, email Stephanie Eads at Sales@BarrettSportsMedia.com.
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Two Quick Things:
– Got something to say? BSM and BNM accept guest column submissions. Craig Carton, Erick Erickson and numerous other talents and decision makers have contributed over the years. If you have something of value to offer the sports or news media business, put it in writing and reach out by email to JBarrett@sportsradiopd.com.
– If you thought Facebook was yesterday’s news and only read by old people, take a look at your account on your birthday. It’s insane. The platform isn’t as cool as it once was, and it’s littered with way too many ads and recommended content that offers little value, but people are on there much more than you think.
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Thumbs Up:
1010XL: Last week I challenged sports media to raise the bar on innovating. Today, 1010XL is doing something about it. The station has redesigned its lineup to feature six two-hour shows between 10a-10p. Only the morning show will run longer. This is being done to capitalize on shorter attention spans, and feature a wider array of programming.
As part of the move, the station is taking a bold step, adding a new 12-2 show featuring three talented female hosts. ‘Helmets and Heels‘ has been featured on Tuesday nights’ for years. The program has helped launch the careers of a few talented women, but now, it’s receiving greater attention. I’m looking forward to seeing Lauren Brooks, Mia O’Brien and Taylor Doll make a mark on the format. Decision makers, take notice. Progress only happens by taking risks.
Marc Hochman: Ten years in Miami on WQAM’s airwaves is a feat worth celebrating. That’s what Marc Hochman will do on Monday afternoon when he settles in alongside Channing Crowder. The South Florida host has been a staple of consistency in the market. Here’s to the next 10, Hoch!
3HL: When people ask a show to describe what makes their program unique, it’s often hard to explain in less than two minutes. When a caller though does it for you, that’s the best type of marketing. Take a listen to this gem. When people know the show this well, it tells your PD and talent, you’re hitting the right notes.
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Thumbs Down:
KJR: The Seattle sports station laid off Jim Moore, which was unfortunate, but part of life in the radio business. What wasn’t cool was negotiating with Moore’s partner, Jason Puckett, and thinking they’d lock him into a new deal, and then pull the rug out from underneath him by axing his partner. Sometimes radio stations create their own unnecessary damage. Is it too much to expect KJR to be up front with Puckett or handle Moore’s situation before exploring a new deal? Kudos to Puckett for saying ‘thanks, but no thanks.’
NFL: I subscribe to Peacock, so I’ll be able to watch the NFL season opener if I want to. But, I’m with Chris Russo on this. The NFL season opener should not be taking place in Brazil and airing on a streaming service. If the goal is to grow the game, how is the league doing that by making it available to less people, and moving it out of the country? The NFL is so money hungry and consumed with global domination that it continues to take for granted the American sports fan.
Jason Barrett is the Founder and CEO of Barrett Media. The company launched in September 2015 and has provided consulting services to America’s top audio and video brands, while simultaneously covering the media industry at BarrettMedia.com, becoming a daily destination for media professionals. Prior to Barrett Media, Jason built and programmed 95.7 The Game in San Francisco, and 101 ESPN in St. Louis. He was also the first sports programmer for SportsTalk 950 in Philadelphia, which later became 97.5 The Fanatic. Barrett also led 590 The Fan KFNS in St. Louis, and ESPN 1340/1390 in Poughkeepsie, NY, and worked on-air and behind the scenes at 101.5 WPDH, WTBQ 1110AM, and WPYX 106.5. He also spent two years at ESPN Radio in Bristol, CT producing ‘The Dan Patrick Show’ and ‘GameNight’. JB can be reached on Twitter @SportsRadioPD or by email at Jason@BarrettMedia.com.
