Rich Shertenlieb is taking a risk by launching a mostly-sports-focused show on a classic rock station. He’s not the first, but if things go well, he might not be the last, either.
After 17 years with partner Fred Toucher on 98.5 The Sports Hub in Boston, Shertenlieb moved to classic rocker WZLX with much fanfare. But that move has me questioning: Do sports hosts still need established sports radio brands to be successful?
For instance, in Pittsburgh, Mark Madden has hosted a sports talk show on a rock station 105.9 The X. That program, though, makes slightly more sense than Shertenlieb’s, as the station serves as the flagship radio home of the Pittsburgh Penguins.
But for Shertenlieb, it’s truly striking out on his own. WZLX doesn’t have play-by-play rights, so the iHeartMedia-owned station is simply banking on Shertenlieb being an entertaining show to bring both sports fans and rock listeners together in morning drive.
The move is one that should be a shining light to those in the format. A classic rock station is taking a chance that a sports radio host isn’t a sports radio host, they’re a sports radio host. A sports radio entertainer, if you will, rather than an Xs&Os meathead.
And that’s the flattering part for Shertenlieb. iHeartMedia leaders believe in him — and by proxy, the sports radio industry — to entrust a prime daypart on a station that can be heard in Rhode Island and New Hampshire, along with the huge Boston metro.
Every trend needs a trendsetter. Every trail needs a trailblazer. Also, while the NFL is a copycat league, so is radio. There’s a reason why damn near every major market cluster features three FM music stations (country, classic rock, and Hot AC or CHR, mostly), a sports station, and a conservative news/talk station. People are afraid to take a chance, hosts and executives included.
So I applaud Shertenlieb for his willingness to start fresh. And I applaud the iHeartMedia leaders who took the leap of faith in the longtime sports host.
I just wonder what this potentially means down the line for both sports hosts and sports radio brands. Will we see a fracturing of all sports stations? Will we see more national syndication because sports will be heard on three or four stations throughout the day instead of the two most markets are confined to? Can a mostly sports show on a classic rock station actually work? Does the market need to be as sports-obsessed as Boston or Pittsburgh?
These are all questions that are likely to be asked, and answered, in the coming weeks, months, and potentially years.
Sports radio brands are still a necessity, in my estimation, to build a personal brand and a following. This move works because Rich Shertenlieb has 15 years of familiarity with Boston radio listeners. I think that will be an important aspect of a potential host looking at making a similar move. I don’t think you’ll see someone make the jump from local podcast host to major market morning drive sports talker on a music format station anytime soon. So sports radio still will be an important part of many markets throughout the country.
But can a well-established host use the ratings, revenue, and overall success from hosts like Mark Madden and Rich Shertenlieb to make their case for why a non-sports station should hire them? I think the answer can be a resounding yes in the right situation. But that right situation will likely include a Market Manager and Program Director unafraid of losing their job, and a host with strong name recognition looking to turn over a new leaf.
Make no mistake about it, radio hosts, programmers, and executives alike will be watching the success or failures of Shertenlieb’s new endeavor. If it works, I wouldn’t be surprised to see another well-established host make a similar move. Frankly, every host and producer in the format benefits from increased competition for our services.
I wish Rich Shertenlieb well. I’ll be rooting for him with the hope that the entire radio industry can be changed by whether or not he succeeds.
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.
