On May 6, 2024 I announced that Barrett Media was expanding its content focus. That becomes a reality one week from today. Making this move requires changes to our structure, staff, social media, brand identity, website, and more. I’m confident that it will pay dividends long term but as is the case with any change, short term challenges are expected.
Anything we do, I expect to do well, otherwise why do it at all? Much of what people have enjoyed and respected about BSM and BNM will remain in place moving forward, but we will introduce new elements too. One that I’m excited to turn Jeff Lynn loose on is a debut series titled ‘20 Brands in 20 Days.’ Jeff will be talking to music radio PD’s and brand leaders across the country for the series. If interested in being featured, email Jason@BarrettMedia.com. The series kicks off on Monday July 15th.
We’re also introducing our brand new music radio newsletter next week, and showcasing a brand new Voices page featuring some of the industry’s best voice talent. A big thank you to all who have signed on to be part of it. Our new newsletter ‘The Pulse’ will be emailed daily at 10am ET and feature seven daily stories, photos of industry professionals, radio airplay charts, a job of the week, and a question of the week, which will include an incentive to participate. To sign up for The Pulse in advance, go here.
The website will have a new look and feature a stock ticker, tip section to relay news, increased promotion for members, an industry conference schedule, and one special members benefit, which I’ll reveal next week. We’ll also have an improved Jobs section, and are working on a dedicated ratings section. Executing the content is hard enough but giving readers more reasons to visit the entire site is a big part of this move. The fact that we’re launching during the week of the Republican National Convention and during MLB All-Star week and the ESPYS provides additional content opportunities for BSM and BNM too.
As I’ve gone through this process the past few months, I’ve learned a lot. Many people read us daily, which is supported by our online traffic, but understanding what it is that you value most and least has become harder. Engagement was higher on social and through text during our first few years. Now, activity in those areas is far less.
Twitter for example was our second best referral source from 2020-2022. Since 2023 though it’s dropped to fourth and fifth. Facebook and LinkedIn have declined too. Meanwhile Search, Google News, Newsbreak and direct visits to our site have grown. I used to think we’d be screwed without social media. Now I can make a case that we prioritize it too much, which is crazy to me. I still love and believe in social media but for publishing brands that prioritize print and don’t have an endless budget to boost posts and buy ads, it’s more complex.
What I’d love to know from our readers is how much do broadcasters want to learn and be challenged versus remain informed on industry gossip and news? I’m also curious where you access our content from. Those who attend our conferences value education but stories on our site that revolve around drama tend to perform best. I realize there has to be room for both but I’m a bigger believer in quality over quantity. There’s also more professional fulfillment breaking news and offering insight than amplifying drama. As we begin our transition, I’m aiming to deliver more news, substance, and detail and less generic reactions.
The second thing I’ve learned is that a few trades aren’t exactly thrilled about our expansion. In fact, one writer we hired, was forced to pull out over pressure from an outlet. The pettiness that exists in our business can be silly at times. It’s a bad look for a brand that I’ve respected and promoted many times. I’ve consistently promoted other trades because I believe there’s room for everyone. The media industry needs more advocates fighting for it not less. Taking the high road is my preferred style but unfortunately, not everyone shares that view. It just means I’ll have to be less cooperative with some.
When we roll out the site next week, you’ll notice sports, news and music are prioritized. Tech and podcasting coverage are part of our plan too, but those sections will gradually build. I have other things I want to do in the future too but the goal is to continue building and improving not rushing everything out quickly and half baked. We have a lot to do in a short period of time to make sure the first impression is strong. I’m even taping a video interview this week with Dave Greene to discuss the vision and new site. It’ll be in our video playlist that appears inside of our content once we launch next week.
In the meantime, I’d love to hear your feedback so we can continue delivering the best content experience possible. I’m also going to be asking for input after we launch. My new email is the best place to send it to – Jason@BarrettMedia.com. Thanks as always for your support, and I hope you love what you see next Monday!
______________________________________________________________________________________________________
Thumbs Up:
Jimmy Pitaro: ESPN’s Chairman addressed the company’s 2024 first half performance last week and looked ahead to the second half. A great video highlighting ESPN’s first half successes supported the statement. As I read Pitaro’s remarks, I thought of how smart it is for the leader of the most-recognized sports brand in the world to address his fans and advertisers. People feel more connected to brands and their leadership when they are kept up to date. Which made me wonder why the top bosses at CBS, NBC, FOX, TNT, Amazon aren’t doing the same thing.
Neil Patel: Do you want to learn a lot about digital, social, marketing, etc.? Do yourself a favor and follow Neil Patel. I’ve been reading him for years, and his insights are outstanding. Given the difficulty of reaching audiences on Facebook, X and other social platforms, smart, practical advice is needed. Neil offers plenty of it.
Darryl Parks: WLW’s former program director doesn’t always paint a rosy picture for radio, but that doesn’t mean some of his criticisms aren’t accurate. Case in point, his posts over the weekend. Parks drew attention to four mistakes being made by radio stations. All are avoidable with better attention to detail. The one from his list which is my personal pet peeve is the way some stations program their streams. Running outdated commercials, and incorrect liners is an easy fix if you monitor your product. You’re not going to grow your digital revenue in the future with a bad sounding product.
______________________________________________________________________________________________________
Thumbs Down:
Howard Eskin: One of WIP’s most recognized talents is under fire. Howard Eskin allegedly attempted to kiss an Aramark employee at Citizens Bank Ballpark. Audacy has since banned him from attending Phillies games for the remainder of this season. His Saturday morning show though is expected to continue.
Angelo Cataldi took issue with the company’s stance, and the 76ers have since restricted his access from its training complex. If advertisers, listeners, and team partners create more noise or if worse, another accuser comes forward with a similar story, it could be lights out for Eskin. Howard better hope this is the worst of it.
New Heights Podcast: The Kelce brothers shared last week that their podcast is going on hiatus while Travis prepares for Chiefs training camp. Jason Kelce said, “In three weeks, Travis will be in the middle of training camp, and there’s not enough time to do a podcast, especially the best podcast in the world. He’s going to be busy focusing on football and getting in shape for this upcoming season. So, we’re going to be off for about two months.”
New Heights won Podcast of the Year at the iHeart Awards and is popular and entertaining. I credit Jason and Travis for building an audience, generating financial support for the show, and using smart strategies to cut through in digital media. What I don’t get though is how a weekly show can’t be done during training camp but can during the NFL regular season.
One negative with podcasting is that shows come and go often. Can you imagine if radio or TV operated this way? Say what you will about traditional media, the one thing you can’t deny is that it’s there every single day.
______________________________________________________________________________________________________
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.
