Media executives are trusted to lead the way forward. Most that I’ve encountered over the years are sharp, strategic, well read, and invested in the future of the business. But one area where many fall short is when it comes to escaping their comfort zones. Knowing what makes radio or television work is important, but learning what drives other businesses is a greater advantage.
I had a conversation in October with a media executive who raved about the progress one of their brands had made on YouTube. They talked up their shift in strategy for generating audience, and how it was producing more traction for a popular outlet. But when pressed further, the executive told me ‘the progress is great, but there’s no money in YouTube’.
A similar conversation was had multiple times during the past few months with other executives. The takeaway, turning on the cameras is great. It looks good, and helps the brand cut through on social media. However, there’s little revenue to be had. The same words have been uttered to me constantly about podcasting. Few believe it can be a key revenue driver for their business.
Hearing that repeatedly has left me scratching my head more times than I can count.
First, if you don’t believe there’s financial value in doing something, why do it? Investing resources in cameras, software, and staff makes no sense if you don’t think it’s worth it. Some brands post 25-50 video clips per day on X, Instagram, and Facebook. They also create 5-10 podcasts per week. You may be satisfying the platforms but if you don’t see a path to monetization, is it necessary to do all of that?
More importantly, why are industry executives so quick to dismiss spaces they don’t know? If there’s more revenue for a local outlet in either in radio or television advertising that’s great. That’s your core business. But why does it have to be one or the other?
Indicating that revenue can’t be earned on YouTube or in podcasting is false. It’s harder for local brands. You need scale, and a sales focus that can’t be provided because most salespeople are focused on selling the brand’s main source of distribution. But I’ve seen shows and individuals earn in these areas. Billions of minutes are spent daily in these locations, and advertisers are prioritizing digital in their ad spending. Brands, advertisers and talent wouldn’t explore digital video and audio if it wasn’t valuable to business.
Which begs a bigger question. If the content that cuts through in podcasting and on YouTube and social media revolves around bigger talent and brands, how do local outlets plan to compete? The word ‘local’ helps radio and TV in a community, but in digital spaces, that matters less.
If your key source of revenue is local advertising, prioritize that. I’m not suggesting this should come first. But, dismissing the revenue upside in video, podcasting, and other digital avenues is a mistake. In 2025, you need dollars flowing your direction from everywhere. Looking at the world of business through one lens is what limits your ability to grow.
I’ve seen numerous outlets fail to move quickly into video, podcasting, merchandise, newsletters, live events, websites, apps, etc.. It’s happening again right now with artificial intelligence. There’s some concerns over AI, but if you don’t think it’s going to get better and be a major part of your industry, you’re not paying attention. Like it or not, it’s here, and it’s going to get bigger.
Those who are quick to pivot and embrace new paths tend to sustain success. Others who move slow and rely on protecting their core business by sticking with what’s stable even if it doesn’t move people to watch, read or listen, often dismiss the rest. They fail to understand that the media industry is becoming a place for the haves and have nots. If you don’t create ‘hits’ and build larger audiences, your value diminishes with each passing year.
The New York Times was once a newspaper, and is now a full-service media giant. Ask them if they think subscriptions and podcasts are good for business. Call the execs at the Morning Brew, see if they think there’s money in newsletters. Check with Jomboy Media, Omaha Productions, The Volume, Meadowlark Media, Barstool Sports, Outkick, The Ringer, Joe Rogan, Tucker Carlson, The Daily Wire and other independent creators, and ask if video, live events, and merchandising has been valuable to their bottom line.
To fully understand what’s happening in the media world, you have to study other spaces, talk to those who invest in them, and watch and/or attend events that deliver information you don’t have. One of the best shows I attended during the past decade was a conference called Social Media Marketing World. It had zero to do with radio or TV. I knew nobody in the room. Yet I learned a ton about SEO, website affiliate partnerships, newsletter growth strategy and monetization, what algorithms value and reject, when-what-how-why to post, organic vs. boosted strategies, etc..
By escaping my comfort zone, I was able to gain insights to be more effective helping my clients, our readers, and my business. It’s the same reason why I’m attending CRS this week. I’ve never been to the show, and my career wasn’t built in Country music. But if I gain a few tips, meet a few successful people, and relay that knowledge to our clients, readers, and staff, then it’s time well spent. It starts with recognizing that I don’t have all the answers but I can become a stronger business leader by learning from others.
People have to decide what’s worth their time, and whether or not they want to run simple businesses that aren’t growing or explore new ways to create multimedia powerhouses. I host two annual conferences featuring some of the sharpest people in the sports and news media industry. It exists to help make the industry better. Yet sometimes it’s like pulling teeth to get folks to attend. Whether it’s our events, shows like CRS, Social Media Marketing World or an AI Summit or Sports Betting seminar, anywhere you can gain information while building relationships to improve your business, you should be there.
When you leave your comfort zone and enter places that are foreign to what you do, it makes you better and wiser. That is of course if you enter the room with an open mind. When you do, you learn that many are making money and creating impact in ways that you’re not. It’s then that you realize that it might be your tactics, strategy, and choice of horse that’s stopping you from winning the race, and cashing in.
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.
