There’s a lot of emotions that go into your ‘first.’
Do you remember the anxious excitement you experienced on the precipice of taking that ‘first’ leap of faith into a new career, relationship, or life moment. Remember peers and fellow talent always sharing the sayings about your ‘first’ impression and how important making a lasting one is? Those moments where you mentally put unwavering pressure upon yourself to be everything you want people to believe you are, in that very ‘first’ moment.
With gratitude, I want to welcome you to my latest ‘first’, a column for Barrett Media.
For those that don’t know, as a veteran of sports radio for over twenty years I’ve served in every aspect from an intern to a multi-brand program director. I’ve experienced many ‘first’ moments over that span including everything from grabbing coffee for talent, producing live play-by-play broadcasts, covering Super Bowls, hiring people, firing people, and my latest ‘first’ being a victim of cost-cutting this past November.
Some ‘first’ moments you can plan for, but more often than not you have a couple of ‘first’ moments you have to simply react to.
Since early November I’ve had the blessing to take a step back and survey the industry I once called a career, and reflect on where it is currently to where it used to be.
It’s no secret that the industry faces the same challenges that other traditional forms of media face ranging from diminishing margins, escalating costs, big tech and others. It’s also no secret that talent and management in the industry are putting out more fires than starting them, leading to overworked people who are being asked to do more for less and eventually fall out of love with their passion for the industry.
I’ve been in your shoes, and I’ve walked a mile if not an entire marathon or two in them.
When it was offered by Jason Barrett to write a weekly column for Barrett Media, a million thoughts went through my brain on exactly what the ‘first’ column should focus on. I’ve always enjoyed the work of the numerous columnists that have put pen to paper for the publication, always leaving me with something to think about and how I can apply that to my own line of work.
With that said, what I’m aiming to leave you with today is this.
For anyone who works in a traditional sports radio setting, a new ‘first’ is not only recommended but it is necessary for your survival.
Furthermore as our world continues to evolve technologically, attention spans shortening, and the on demand content space expanding, ask yourself what ‘first’ can you pinpoint that you can work to learn in the coming new year.
It shouldn’t come as a shock to the system that digital and podcast listening continues to grow year after year, while traditional methods of consumption fall.
Video is the freshest player in the content space as YouTube, Twitch and Spotify battle it out for video broadcast/podcast supremacy. Don’t be stunned if streaming services like Netflix and Amazon Prime get into the game, if they haven’t already.
Did you notice the NFL rebranding “radio row” at this past Super Bowl as “media row?” If that wasn’t a sign of the times we live in, you really need to awake from your sports radio slumber.
The competition of attention is the hardest game to win in the current content age we live in. The field of play is no longer just the market you call home, it’s the landscape of what the consumer has told you what media they want and where they get it.
Ask yourself, where do you fit in?
The biggest challenge I ever faced as a programmer is attempting to coach any talent a new skill, or encourage them to find that ‘first.’ Too often there’s a fear of putting themselves “out there” even if they’re fully comfortable talking behind a microphone for hours on end. More times than not I was hit with the phrase “I don’t know how to”, which is an easier way of saying “I haven’t thought about it” or feel it’s not important enough to dedicate time to learn it.
Sometimes the smallest ‘first’ step you take could be the biggest step of your life.
Have you recorded a ‘first’ podcast separate from your traditional program?
Have you tried a ‘first’ short-form video? Do you even know what I’m talking about and what that means?
Have you gone to your ‘first’ influencer event and asked questions to people who may not share your same experience level in media but have a massive digital following that drives their awareness and revenue?
How about downloading your ‘first’ video-editing software? OBS streaming platforms anyone? Maybe a simple ‘first’ graphic design or marketing for your own show/brand?
Have you networked with a local or national podcast for your ‘first’ appearance on it to promote your brand?
If you’re nodding your head or rolling your eyes to any of these questions I just raised, here is why I ask.
Read Derek Futterman’s piece about his experience on “media row” at this past Super Bowl. After finishing the piece, I got the sense that the ‘old dogs’ felt radio will be fine in our current digital age where others stated radio won’t keep pace. For example, Chris “Mad Dog” Russo said he “doesn’t know enough about the digital media world” while Stephen A Smith says he thinks the digital stratosphere is “something to be fully cognizant and aware of.”
Without question those are two of the biggest names in national sports media, and that single discrepancy in their comments is the foundation of why now more than ever finding a ‘first’ is necessary for survival. Who do you relate more with?
While only seven years apart and both highly successful in their own manner, Smith and Russo I feel are light years apart in how their content is modeled for their individual audiences and platforms, the distribution of it both in traditional and digital methods, and the trajectory of their individual brands into the next decade of consumption.
All because Stephen A. Smith took a step that Russo did not, taking the time to be aware and understand how the consumer speaks in a digital media world.
A ‘first’ if you will, and while some may say a small ‘first’ step the results speak for themselves.
In closing my ‘first’ column for Barrett Media, I hope this message brings out some anxious excitement as you begin your path in finding your personal ‘first.’
Whether you are a talent, podcast host, social media influencer, producer, program director or market manager, today is a new day for your ‘first’ in the ever long battle for the attention of the consumer.
This is not the ‘first’ time you’ve heard that, and it won’t be the last.
Your ‘first’ step towards your personal evolution and survival is to decide that you’re not going to stay where you are doing what you have been doing. Our industry requires more, and the consumer demands more.
I encourage you to make today the day for your ‘first.’
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.
John Mamola is a columnist for Barrett Media. He brings over two decades of experience (Chicago, Tampa/St Petersburg) in the broadcast industry with expertise in brand management, sales, promotions, producing, imaging, hosting, talent coaching, talent development, web development, social media strategy and design, video production, creative writing, partnership building, communication/networking with a long track record of growth and success. Honored to be a five-time recognized top 20 program director in a major market via Barrett Media and honored internally multiple times as station/brand of the year (Tampa, FL) and employee of the month (Tampa, FL). Connect with John by email at John@BarrettMedia.com.
