Many have been talking about ESPN’s reported offer of 5 years, $90 million dollars to retain Stephen A. Smith. Puck’s John Ourand broke the news last Thursday. It’s a hefty sum for Jimmy Pitaro to pay for a man many consider ESPN’s most important talent, but that number still won’t be enough to finalize a deal between the two parties. According to Ourand and other media reporters, Smith is seeking an annual salary of $25 million.
ESPN’s prior deals with Troy Aikman, Joe Buck, Pat McAfee, Scott Van Pelt, and Mike Greenberg show that Pitaro will pay premium dollars for premium talent. Smith is without question a premium star. His track record of success on First Take is well documented. He’s also consistently appeared on all shows and big network events, has created original programs that have produced interest, and he’s built a strong social presence in addition to his own media company, creating a landing spot should ESPN not reach the level he feels he deserves.
In this cluttered media environment of 2024, Smith continues to cut through. It’s not a surprise that he wants to be the highest paid talent at ESPN. He’s been saying it for months. The question is, should everyone know his or any talent’s business?
Don’t get me wrong, it’s fun for industry folks to talk about an individual’s earnings. Viewers, listeners and fans enjoy it too. We all play fantasy GM and look at NFL, NBA, and MLB salary caps to construct teams. Is so and so worth more or less? Where do they go if they don’t re-sign with the company? Which other talent deserves similar compensation? How will this deal affect the market for future free agents?
All of those questions make for good content. People will never not be interested in other people’s paychecks. It’s a key part of what drives daily debates and discussions in sports. The big difference is players, coaches and executives know what they signed up for. Most media people don’t expect their income to become a conversation on radio, TV, print or digital platforms.
Exceptions exist of course for popular national hosts like Smith, game announcers like Buck and Aikman, and top performers in large local markets (ex: Mike and the Mad Dog, Joe Rogan, etc.). But what if this extended to everyone in radio, podcasting or television. How would you feel if your situation was being examined across the entire media business? What if your contract was listed online the way NFL and NBA salary caps are? How would that sit with you?
If you’re being paid $18 million per year, you’re likely prepared to handle these situations. However, if you’re working in a smaller market, making 50K per year, and your salary got reported in the press and was being discussed in media circles, how would you feel? What if you’re a VP/GM and your salary and bonuses were publicly known? Would you be ok with your peers, competitors and friends knowing how much you get paid? What if people knew you were working without a contract, could be let go at anytime with 30-days notice, or that you took a big pay cut during your last negotiation. Would you want that information available?
Professionals on the outside of Stephen A. Smith’s sandbox would likely be uncomfortable with that information being released. Their employers wouldn’t like it either. But when information is publicly available, it does create a more competitive marketplace for talent. More suitors appear when they know a qualified broadcaster’s contract is expiring and they’re affordable.
Media folks on local levels often think about one or two landing spots if their situation changed with their current employer. But with limited options comes less leverage, which means a less likely chance of breaking the bank. If the whole world knows about your track record and annual income, you’d be stunned to learn who pays attention and how much more can be earned.
From an agent’s perspective, the more information available to use to help a client, the better. If the information though paints a client in a negative light, it can work the other way too. The same can be said of a company. If a GM has a good deal in place with a rising talent, do they really want the world to know they have a future star under control for 45-50K per year? Heck no. But if they’re trying to get out of a bad contract, they might not complain if outlets create noise for someone they hope to move on from.
I’m not advocating for salaries to be made public. I believe that what someone earns is between them and their employer, and you’re worth whatever a company will pay you that you’re willing to accept. You find out how much your employer values you during contract time, and rarely do companies make their final and best offer during the first conversation. It’s a process. Sometimes it’s easy, other times it’s painful, but it’s always just business. If you let it get personal, you’ll leave money on the table.
If you want to earn the most you can, start with gathering data that shows you deliver audience and proves you positively affect the bottom line. Then make sure you have legitimate suitors interested in your services, and be willing to leave your current place of employment, not just pretend you will. If you fear life without the brand you’re working for, decision makers will smell blood in the water. It will limit you every time. People don’t pay you more out of the goodness of their heart. They do so because they understand your value to their business.
If the relationship is sound between an employee and employer, and both can find common ground to move forward, a deal will get done. Would one side get more or less with the information being publicly available? Probably. The question is, can you be comfortable with that and is it really worth it? Stephen A. Smith and ESPN are about to find out.
______________________________________________________________________________________________________
BNM Summit Speakers and Contest Update
The 2024 BNM Summit continues to add smart, talented professionals to our stellar lineup. I am thrilled today to announce the additions of Westwood One talk radio personality and Newsmax television host Chris Plante, and Cox Media Atlanta’s VP and Market Manager Jaleigh Long to our September conference in Washington D.C.. This now brings our speaker total to 28 with more still to come.
Chris Plante hosts the popular ‘The Chris Plante Show‘ from Washington, D.C.’s WMAL studios, syndicated nationwide by Westwood One. He spent 17 years covering breaking news, the Pentagon and national security issues, and is also seen weeknights at 10pm ET on Newsmax hosting “The Right Squad.” Chris will be part of a panel on Thursday morning September 5th. We’re thrilled to have him join us for this year’s show.
Jaleigh Long meanwhile operates behind the scenes. She’s charged with leading Cox Media Group’s Atlanta cluster, one of the company’s best. Under her watch, 95.5 WSB remains one of the news/talk format’s most successful brands. It is also one of the crown jewels of CMG’s portfolio. Having Jaleigh join Joel Oxley and Chris Oliviero for our Market Managers session on Wednesday September 4th will be a real treat for our attendees.
The BNM Summit takes place on September 4-5, 2024 at the Jack Morton Auditorium at George Washington University. Tickets and hotel rooms can be secured by clicking here. To become a conference sponsor, email Stephanie Eads at Stephanie@BarrettMedia.com.
As we’ve done for each of our events, we’re giving college students an opportunity to attend the show, and meet and learn from industry professionals. Students in the DMV area who are enrolled for the fall semester can qualify for tickets by emailing the code FREE TIX to JBarrett@sportsradiopd.com. Emails will go out this week to local schools informing them of the opportunity for students.
______________________________________________________________________________________________________
Thumbs Up
Tom Brady: If you have any doubts about Brady being good in the FOX booth, watch this clip. His recent appearance on The Herd with Colin Cowherd highlighted his intelligence, comfort level, and ability to explain the game. Having listened to many of his Monday morning chats on WEEI, he was always engaging, well spoken, smart, and invested in the conversation. The only thing that limited him was that he was an active player so he couldn’t be transparent. I’d be stunned if Tom wasn’t a massive success on FOX this fall.
Audacy/Chris Kinard: When Spike Eskin returned to Philadelphia to host afternoons on WIP, it left one remaining issue to be solved; who takes the baton as the next VP of Sports for the company. Audacy got this one right. CK has done a terrific job for years in DC, wearing many hats, always trying to move his brands and the business forward. He’s invested in the format, good with people, and someone other PD’s can confidently turn to for guidance. Great move.
Ric Bucher: It didn’t take long to learn where Ric stood on the Lakers hiring JJ Redick. He’s not sold, along with many others. But what stood out here was the reasoning, and the examples used to paint a picture of who Redick may or may not be, and what he’s up against. Just a solid, two-minute piece of analysis supported with a firm opinion. Well done, Ric.
WWE: Coming off of a strong Clash at the Castle PLE, the company followed up by delivering a homerun on RAW with the debut of the Wyatt Sicks, created a viral buzz with Joe Hendry’s appearance on NXT, and then introduced Jacob Fatu to the Bloodline angle on Friday night Smackdown after Drew McIntyre decimated CM Punk in front of his hometown crowd. The WWE hasn’t been this hot in over a decade. Paul Levesque and Nick Khan are on a heater. ______________________________________________________________________________________________________
Thumbs Down
Cam Newton: The former Carolina Panthers QB questioned recently on his YouTube show why minorities don’t get paid the big money from networks like white players do. It was an interesting question that I’m sure some will be bothered by. Marcellus Wiley, Stephen A. Smith and Jason Whitlock addressed the issue and pointed out the obvious reasons – QB’s are treated differently especially those who won championships or played for high profile teams, and there’s a certain conformity, presentation and articulation expected on network TV.
If Patrick Mahomes retires one day and gets overlooked, I’ll be next to Newton asking ‘what’s going on?’ But let’s not use race to disguise the real issue, which is that Cam doesn’t fit the preferred type of hire by networks. And before you make it about executives not wanting to hire minority talent I’ll remind you that Louis Riddick, Charles Davis, Nate Burleson, Jonathan Vilma, Tiki Barber and Mike Tirico all have earned spots in the booth. If you want the bag, and the networks have it, it’s on you to adjust, not them.
ESPN Hiring Office: The College football season starts in just over two months. Lee Corso has been slowing down the past few years, and Pat McAfee generates attention every time he’s on the screen. Why is a deal with McAfee not done yet? College Gameday is one of the best sports shows on TV, and McAfee is a key part of it. This issue shouldn’t be lingering into the summer.
______________________________________________________________________________________________________
Jason Barrett is the President and Founder of Barrett Media since the company was created in September 2015. Prior to its arrival, JB served as a sports radio programmer, launching brands such as 95.7 The Game in San Francisco, and 101 ESPN in St. Louis. He also spent time programming SportsTalk 950 in Philadelphia, 590 The Fan KFNS in St. Louis, and ESPN 1340/1390 in Poughkeepsie, NY. Jason also worked on-air and behind the scenes in local radio at 101.5 WPDH, WTBQ 1110AM, and WPYX 106.5. He also spent two years on the national stage, producing radio shows for ESPN Radio in Bristol, CT. Among them included the Dan Patrick Show, and GameNight.
You can find JB on Twitter @SportsRadioPD. He’s also reachable by email at Jason@BarrettMedia.com.
