I read something Tuesday that forced me to stop and think. Clay Travis tweeted that Outkick should have a reporter in the White House briefing room. Travis cited Outkick’s audience size, which he says is larger than some traditional media outlets that currently receive credentials as a reason why the brand deserves further consideration for access. Given the brand’s content focus and reach across video, podcasting, radio, and television, it’s hard to argue against it.
Adding them in the room though would require breaking the rules. When I first saw the tweet, I thought ‘should they be in there?’ That’s because I’m 50 years old and have grown up during an era where legacy media has been presented as a superior form of content and coverage. That may be the perception, but it isn’t entirely accurate. There are just as many websites, podcasts, and video shows today producing larger audiences and better content than what gets delivered on public airwaves.
Clay’s suggestion got me thinking about the larger issue at hand. Digital media is rapidly rising, and becoming the go-to destination for content. Would anyone be surprised if one day in the near future new media became the mainstream media, and television, radio, and print outlets became the second source? I wouldn’t.
This past election was dubbed ‘The Podcast Election‘ due to the amount of access granted by Donald Trump and Kamala Harris to podcast hosts. The candidates appeared in digital spaces because they saw massive value doing so. Joe Rogan, Alix Cooper, Theo Von, Bussin’ With The Boys, Club Shay Shay, and Lex Fridman were just some of the digital shows to earn time with Trump and Harris. A case could’ve been made for others in new media too from Mr. Beast to Gary Vaynerchuk and more. These digital creators and influencers are commanding more time and attention today than many mainstream outlets and shows that people my age watched or listened to previously.
Taking into consideration how media has evolved over the past decade, shouldn’t Outkick, Zeteo, The Daily Beast, and The Free Press have just as much right to cover the President as a mainstream TV network or newspaper? What if Meta, X, Instagram or TikTok hired a political reporter to relay information on behalf of their platforms? Their size and ability to promote content would be far stronger than what gets promoted on mainstream television and radio. If eyes and ears are consuming content through brands in record numbers, why wouldn’t those outlets belong in the room?
There are digital shows hosted by The Young Turks, David Pakman, Steve Schmidt, Tucker Carlson, and Breaking Points just to name a few that are watched by hundreds of thousands of people each day, and subscribed to by millions. Americans turn to them for insight, information, and entertainment. They’re trusted more by their audiences than the New York Times, Wall Street Journal and Washington Post. Those print outlets are exceptional, but let’s not act like they provide content that’s drastically different. All outlets have some form of bias, and regardless of which direction it comes from, listeners, viewers, and readers are going to take their cue from the people they know, like, and trust.
Jeff Bezos wrote last month in his own newspaper that media is the least trusted profession of them all. He emphasized that something is not working. In his final paragraph he said he wouldn’t let the Washington Post fade into irrelevance as unresearched podcasts and social media barbs took control.
I thought Jeff’s column hit all the right notes until he said ‘more than ever the world needs a credible, trusted, independent voice. Many of the finest journalists you’ll find anywhere work at The Washington Post, and they work painstakingly every day to get to the truth. They deserve to be believed.’
The issue with Bezos’ statement is that it assumes there’s only one version of truth, and legacy media is where the public must get it. It also suggests that the journalists working in newsrooms won’t slant coverage in favor of their personal beliefs. You can’t say that in a column where you acknowledge your industry is the least trusted by the American public. If you’ve followed the news cycle for the past quarter century, you understand that shades of grey exist in everything.
Which brings me back to the original point of this column about breaking the rules. Just because something exists one way today doesn’t mean it has to stay that way. In 10-20 years will people call NBC the same 3 letters or Peacock? Are podcasts still niche shows on Apple, Spotify and YouTube or will they play on your dashboard as you drive? Heck, will you even be driving at that point?
Clay’s tweet relates to other industries as well. MLB voters for the Hall of Fame for instance are in need of a major disruption. Should play-by-play broadcasters have more influence voting? They do see more games than anyone. However, if they’re paid by a franchise, and close to the players and employees, can they be unbiased?
Radio and digital hosts that follow baseball teams in local markets are just as deserving as a newspaper reporter. Case in point, Chris Russo knows baseball inside and out. He doesn’t need to stand in a locker room or be inside of a stadium to earn a vote. Why aren’t more talk show hosts considered as voters? Do they not possess the ability to offer an informed, unbiased opinion on an individual’s career? They have after all watched and talked about the players and teams daily for years.
The current structure will eventually be transformed. Would anyone be surprised if a day comes when the Jomboy Media’s of the world are just as trusted and important to the voting process as the reporter in a press box representing a print outlet? Just because one works for an established newspaper and has a better stadium attendance record doesn’t mean they’re more qualified.
What I love about this topic is that it forces you to think about the business you’re in and ways to revolutionize it. Look at Major League Baseball. Last year it put in a pitch clock which traditionalists immediately dismissed. By season’s end, the game was faster, more entertaining, and the public embraced it. Baseball had to adapt to the times or risk losing future fans. They chose wisely.
Using a personal comparison, a decade ago someone writing about radio at a newspaper would be considered the expert. I’d have been labeled a blogger, which would suggest I was less credible. Not to toot my own horn, but I think I’ve proven that I know how the radio industry works. If credentials were granted to cover the radio business I’d have an argument for earning one of the first passes. It’s why I believe the medium and brand isn’t as important as the person representing it and their ability to build and inform a sizable audience.
Savannah Bananas CEO Jesse Cole is someone whose views on business I find fascinating. Rather than accepting what Minor League Baseball was, Cole gambled and changed the entire presentation and business model. A sport once considered too long, too slow, and too boring now delivers nonstop entertainment from as soon as you enter the ballpark. The Bananas also wiped out ticket fees, included food in the ticket price, and removed all advertising in the ballpark. What initially seemed crazy now sells out games in Major League stadiums, and has a wait list over 2 million.
Sometimes you have to examine the status quo, and change it. Many like to point to Steve Jobs as the gold standard of change and disruption. Jobs earned that recognition by doing legendary work with Apple. Many of the most important products in our universe today are the result of Jobs saying ‘how can we do this different and better?’ It’s why he’ll be remembered forever.
But you don’t have to be Steve Jobs, Jesse Cole or even Jesus to change the world. You just have to open your mind, challenge the status quo, create new ways forward or in many cases, get out of your own way!
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.
