Many in sports radio circles took notice of the recent moves made by KNBR. The Bay Area sports station parted ways with Tom Tolbert and John Lund, two popular voices on the station. Tolbert is one the most important hosts to ever occupy the airwaves in San Francisco. Lund enjoyed over a decade of success alongside Greg Papa. Neither lost their fastball or ability to connect, but they did have a larger effect on the station’s bottom line. With revenues down for many radio operators, Cumulus Media chose to make bold changes.
Following the news of Tobert and Lund leaving, Greg Silver and Derek Papa were named their replacements. Both are younger and have proven fathers in the industry. They’ve been working hard to reach this level, and though excited to take the reins, they’ve entered less than ideal situations. Fair or unfair, the public will see their arrivals as being driven by cost rather than talent. Over time they can change that narrative. I hope for each of their sake that they do. However, few are going to suggest that this is the ideal way to give young talent a break and enjoy success.
But today’s column isn’t about the Tolbert/Lund and Silver/Papa situation. There’s a bigger issue to address. Radio groups across the country have been parting with a lot of top talent. It’s paving the way for digital companies and creators themselves to develop new ways forward. That begs the question ‘do radio companies care that they’re helping launch businesses that could harm their own’?
Some industry folks blame radio management, salespeople, and advertisers for declining revenues. It’s silly to lump everyone together since different groups and cities face different challenges. Just as fair to question though is how valuable top stars are in today’s radio climate. Is it smart business for a radio outlet to spend a few hundred thousand dollars or even seven figures on accomplished talent when revenues are shrinking? The golden days of radio hosts earning high six figures and low seven figures are decreasing. Many on-air talent would be satisfied earning 100-250 thousand dollars per year. When you reach that level though, it’s easy to expect more once you learn your value to advertisers, investors, and executives.
But at some point, radio has a limit of what it can invest. Given the state of the business, it’s more likely top earners will earn less in the future than more. Talent thinking they’re untouchable because they generate ratings are out of touch with the current landscape. It’s more now about the amount you make, and what you bring in.
Which brings us to digital groups, and talent taking control of their futures.
Locked On, All City, Jomboy, Omaha Productions, The Volume, Outkick, The Ringer, Meadowlark Media, Barstool Sports, Bleav, A to Z Sports, and other digital groups have emerged over the past decade. They see a bright future in digital audio and video while radio still prioritizes its over the air product.
Digital groups are investing dollars in new and proven voices and betting on the come, while radio lives quarter to quarter and year to year, often reducing head count to pursue profitability. Reach, return on investment, and staff sizes aren’t as large for most digital outlets, but it’s only a matter of time before they become larger. In the meantime, they’re hunting for opportunities, and radio just continues making them available.
Take for instance the Bay Area. Since 2020, a massive amount of talent have become available. Among them, Damon Bruce, Larry Krueger, Paul McCaffrey, Ray Ratto, Ray Woodson, Rod Brooks, Bob Fitzgerald, FP Santangelo, Eric Byrnes, John Lund, and Tom Tolbert. Drew Hoffar, Kevin Frandsen, Gianna Franco, Kate Scott, Lorenzo Neal, Chris Townsend, Matt Kolsky, and Ryan Covay were involved in shows too but some landed work in other mediums, while some left the business.
Even executives in the Bay Area have left such as Stacey Kauffman, Lee Hammer, and Jeremiah Crowe. A popular local sports TV host Brodie Brazil was also laid off this year. He’s generated over 10 million views of his content on YouTube. Digital groups see this, and they start developing business plans.
To attract advertisers and listeners/viewers, you need people who are familiar, capable of attracting attention, and possess the ability to move product. One outlet could launch tomorrow with 5-6 of those hosts and deliver a product that could challenge KNBR and 95.7 The Game for local advertising dollars. They wouldn’t be saddled with corporate debt or internal challenges from other cluster brands. They’d also be focused solely on digital not on radio.
Another advantage for creators and digital groups is that YouTube provides a path to monetization. Talent capable of delivering thousands of subscribers and large amounts of watch hours can find a realistic path to 50K-100K annually. That may not be what talent made before, but that also doesn’t include advertising deals, events, or the value of being your own boss, working remotely, and growing a business even larger in years 2, 3 or 4. Keep in mind, if you can get millions to watch, the earnings are even higher.
Look at what transpired last year in Dallas. Mike Rhyner, Jeff Cavanaugh, and Ben and Skin became available. iHeart saw an opening, and and built a brand (97.1 The Freak) with them. It didn’t last or work but it paved the way for All City to enter the market, and scoop up Dan McDowell and Jake Kemp. AllCity took a similar plunge in Philadelphia hiring Anthony Gargano and Jon Marks. Locked On and TEGNA have done something similar in Cleveland reuniting The Bull and Fox. BetRivers has enjoyed success too in New York with Mike Francesa.
A city that could face the same issue in the future is Tampa. WDAE is the local sports radio leader but it hasn’t faced local sports competition since 98.7 The Fan folded in 2014. Meanwhile, people connected to the brand such as Jay Recher, Ian Beckles, JP Peterson, Zac Blobner, John Mamola, Ron Diaz, and Ronnie Lane have either left or been let go. That creates an opportunity for a digital group to build a brand and compete for local sports dollars. Heck, those guys could do it themselves, though it’d take longer, and require adding someone to lead sales and social media, and investing dollars marketing a new product.
If you look to the past, you’ll see what awaits in the future. Clay Travis went all-in on Outkick and dominating the national stage after leaving 104.5 The Zone in Nashville. Bill Simmons created The Ringer after ESPN chose not to renew his contract. Dan Le Batard and John Skipper built Meadowlark Media after ESPN cut ties with Le Batard and his Miami crew.
Even smaller groups like A to Z Sports in Nashville, and hosts like Jake Asman, Damon Bruce, and Tim Montemayor have built businesses after being pushed aside by radio. For some, being your own boss is a stopgap job until something else opens. But one or two will put it together, do big things on their own, and never look back.
I understand radio’s need to control costs, but each time a top talent is sent packing, they’re being dared to launch a business and create future revenue pain for their former outlet. Personalities with established track records possess audience trust, social followings, and team/player and advertising relationships. Not every host who takes the plunge will succeed, but some will. If it’s hard generating revenue now, think about what awaits when you’re selling against increased competition that’s built its identity on your airwaves.
The question radio executives should be asking is ‘why are these people considered expendable to us yet highly valued and sought after by digital groups and local advertisers?’ If we keep cutting ties with difference makers, we shouldn’t be surprised when the difference they make starts to impact our own success.
BNM and BMM Top 20 Series
I mentioned a few weeks ago that our annual Top 20 series for news/talk was moving back to January. The BNM Top 20 of 2024 gets released January 6-10, and January 13. Lists are being sent to all programmers and executive voters today. Music radio will follow, with the first ever BMM Top 20 of 2024 dropping January 20-24 and 27-29. The BSM Top 20 of 2024 doesn’t come out until the first week of February. Given the changes across the radio industry, this year’s results should be interesting.
2025 BSM Summit Sale
The 2025 BSM Summit presented by Point to Point Marketing comes to Chicago on May 8-9, 2025. Tickets this month are ON-SALE for $249.99. They’ll increase to $299.99 on January 1st. 8 speakers were announced last week, and I’ll have more to reveal in the weeks and months ahead. Hotel rooms can also be reserved by visiting the Summit website. The Westin Michigan Avenue is our hotel partner for this year’s show.
Quick Hits
- A reminder that I’m looking to hire a Music Radio Editor. I’m also going to be adding a part-time social media assistant in early 2025. If interested in being considered, send a resume and work samples to Jason@BarrettMedia.com.
- Though they’re not in the end zone yet, it appears that ESPN and Stephen A. Smith are close. That’s great news. Stephen A. works his ass off, and has done an incredible job delivering audience and revenue for the company. Jimmy Pitaro and Bob Iger recognize that. Sometimes top stars in business aren’t valued internally the way they are externally. I’m glad that’s not the case here. Stephen A. and ESPN belong together.
- I don’t love ESPN New York‘s decision to break up The Michael Kay Show but I’m glad that all three members of the show have been retained. Change is inevitable in the radio business. To Michael, Peter and Don, congrats on a heck of a run in afternoons.
- Chris Mannix‘s piece on Adrian Wojnarowski was excellent. If you haven’t read it, it’s worth your time. The details of Woj’s cancer diagnosis earned most of the attention this week, but there was one part in the story that stood out. Woj said that he reached a point where he didn’t want to spend one more day chasing news that mattered little in the grand scheme of life. He explained how he attended a memorial for Chris Mortensen, and was struck by how many ESPN colleagues weren’t there. It provided a great reminder that the job isn’t everything, and eventually all that’s left are your family and close friends. The older you get, the more that hits home.
- Thank You ‘Triple H‘ Paul Levesque for getting things done. The WWE product with Pat McAfee at the commentary desk is simply next level. Having Pat back in 2025 as the company launches on Netflix and gears up for WrestleMania season is going to be awesome.
- It was 20 years ago today that Pantera guitarist “Dimebag” Darrell Abbott was shot and killed on stage by an audience member in Columbus, Ohio. A terrible tragedy that deprived heavy metal fans of one of the genres most important guitar players and bands. I’ll be cranking Walk, Cowboys From Hell, Cemetary Gates, and This Love at max volume today as a way of paying my respects.
- Media brands that have prioritized TikTok over other social platforms got a big scare last week. A federal court ruled that TikTok can be banned in the US amid safety concerns. TikTok’s parent company ByteDance has until January 19th to sell the platform or law would require app companies like Apple and Google, and internet hosting providers to stop supporting the app thus forcing a ban. ByteDance is expected to file an injunction to ensure that the app does not face extinction in the United States. Regardless of what happens, it’s hard to have faith in a platform that the government frequently discusses shutting down.
- Stephanie Eads and I are traveling to Nashville in February to finally experience Country Radio Seminar. I’ve heard great things about the show for years, and am excited to cover the event, and build new relationships. For details about the event, go here.
- Newsmax’s Rob Schmitt is on a roll. The talented host beat CNN’s Erin Burnett head to head during the 7pm ET hour. Schmitt won two of the three days before Thanksgiving, and followed it up with wins last Monday, Tuesday and Wednesday. The conservative news outlet is enjoying strong ratings momentum since the election.
- Congrats to former WCBS 880 anchor Steve Scott. After years of delivering the news in the big apple, Scott has headed west to do the same for the Bay Area’s dominant news outlet KCBS Radio.
Barrett Media produces daily content on the music, news, and sports media industries. To stay updated, sign up for our newsletters and get the latest information delivered straight to your inbox.
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.
