Since 2019, Barrett Media has presented the Jeff Smulyan Award to a deserving executive at the BSM Summit. Past winners have included Kraig Kitchin, Dan Mason, Traug Keller, Julie Talbott, and Steve Cohen. It’s an honor reserved for those who have led organizations to success, while leaving an undisputed impact on the organization in the process. Making it extra sweet, we’re joined in person by the founder of the sports format, Jeff Smulyan, who addresses the room and presents our annual recipient with their honor.
Industry folks often connect executives to the bad news surrounding radio. They lose sight of how valuable strong leaders are to the health and success of a company. From supporting, mentoring, and challenging programmers and talent, to recruiting future stars, moving the company into new business ventures, forming and extending relationships to grow the business, and assisting markets with growth opportunities and challenges, the best in the business up top, often have their hands in a lot of jars. They understand how to connect the needs and wants of the local market with the needs and wants of corporate leadership. Critical decisions don’t happen without their involvement.
Which brings me to today’s reveal for the 2025 Jeff Smulyan Award.
Broadcasting is what Bruce Gilbert was born to do. He’s been a presence inside of radio stations since he was a child, landing his first job in the industry at the age of 14 in Binghamton, NY at 1290 WNBF. He has been involved in every aspect of programming, sales, network distribution, play-by-play and new media, holding high ranking positions at nearly every major radio organization.
Bruce’s programming resume includes stops in Lake Charles, LA at KBIU, WTAW and KTSR in College Station, TX, and WVAF in Charleston, WV. From there he moved to larger cities, managing WTAE/WVTY in Pittsburgh, PA, and KDBN, KLIF, KPLX, KTCT in Dallas. His stint with Sports Radio The Ticket in Dallas produced some of the radio station’s most important early success.
After making his mark in Dallas, Bruce went national. He moved to Bristol, CT in 2003 to become GM of the ESPN Radio Network. At ESPN Radio, Bruce oversaw all programming, affiliation and sales for the network, working closely with the network’s owned and operated radio stations. While leading the brand, ESPN Radio hired Colin Cowherd, Doug Gottlieb, and Freddie Coleman, and elevated Mike and Mike to become sports radio’s signature morning show, and a key fixture on sports television in the morning.
Gilbert would leave ESPN Radio to move to the nation’s capital. He became CEO of Dan Snyder’s radio group, Red Zebra Broadcasting in 2007. Bruce would help the company expand to thirteen regional stations before having to guide it through an economic recession in 2008 and 2009.
He then headed back to Dallas in 2010 to become the VP of News, Talk and Sports Programming for CBS Radio Dallas. His role included oversight of Newsradio 1080 KRLD, 105.3 The Fan and the Texas State Network.
But a return to the national scene was too enticing to pass up in 2013. He took the reins at iHeartMedia, becoming VP of Sports. The role included oversight of Fox Sports Radio, and assisting iHeartMedia’s sports brands. He remained in that role until January 2015 when Cumulus Media and Westwood One hired him as SVP of Sports.
Today, Gilbert oversees all of Westwood One’s Sports Play-by-Play. He also manages key relationships with the NFL, NCAA, and national talent such as Jim Rome. Bruce works closely as well with Audacy on the Infinity Sports Network. Additionally, he helps programmers, talent, and local leaders across Cumulus Media.
Radio is important to Bruce’s entire family. His father Gary entered the business in 1963, and worked as a news reporter, anchor, on-air talent, play-by-play announcer, sales manager and radio station owner. His brother, Mike Thomas, manages Audacy’s Boston cluster. Prior to landing there, Mike helped build and guide 98.5 The Sports Hub in Boston. He also led Good Karma’s ESPN 1000 in Chicago. Bruce’s sister, Becky Peutz has also hosted shows for Classic Rock WIQI Watseka, IL and WPXN in Paxton, IL.
The choice of Gilbert for this honor brought a big smile to Jeff Smulyan’s face. Emmis Communications’ CEO said, “It’s terrific that Bruce is being honored. No one has had the impact he has had in so many places. He has made friends and found great success throughout the industry. I’m honored to present him with this award.”
Bruce Gilbert was full of gratitude when I called him to share the news. He said of his selection, “It is a tremendous honor to even be considered for this award, to win it, is nothing short of overwhelming. I admire and look up to Jeff Smulyan and all the previous winners. The only reason I’m even in this conversation is because of the men and women I’ve had the great fortune of working with during my career. I’ve learned from each of them, and they have been the reason for any and all success I’ve been fortunate enough to achieve.”
Having worked for Bruce, I can attest to his passion and knowledge for creating winning sports radio content. He is also one of the most outgoing, humble people you’ll meet. Craig Fenech and I have joked before, Bruce is the type of executive who you feel worse for than yourself when he has to let you go. He’s just a genuinely good guy and great leader.
When you see Bruce at the 2025 BSM Summit, he’ll likely tell you someone else should have received this award. However, few are better at their job than Bruce Gilbert, and few have made a stronger impact on the sports radio business than Bruce Gilbert. It is an absolute honor to present him with The 2025 Jeff Smulyan Award. To do it in the city where his favorite baseball team plays makes it even sweeter.
The Premiere Networks awards ceremony will take place on Friday May 9th from 12pm-12:50pm. Bruce joins Danny Parkins (Champions Award) as our second award recipient. Still to come are announcements for the Mark Chernoff Award and the Lifetime Achievement Award.
2025 BSM Summit tickets are available at BSMSummit.com. The final agenda will be revealed closer to the event. If you need a hotel room, secure your room before April 9th. Reduced rates are no longer available after that date.
We look forward to seeing you in Chicago!
Jason Barrett is the Founder and CEO of Barrett Media. The company launched in September 2015 and has provided consulting services to America’s top audio and video brands, while simultaneously covering the media industry at BarrettMedia.com, becoming a daily destination for media professionals. Prior to Barrett Media, Jason built and programmed 95.7 The Game in San Francisco, and 101 ESPN in St. Louis. He was also the first sports programmer for SportsTalk 950 in Philadelphia, which later became 97.5 The Fanatic. Barrett also led 590 The Fan KFNS in St. Louis, and ESPN 1340/1390 in Poughkeepsie, NY, and worked on-air and behind the scenes at 101.5 WPDH, WTBQ 1110AM, and WPYX 106.5. He also spent two years at ESPN Radio in Bristol, CT producing ‘The Dan Patrick Show’ and ‘GameNight’. JB can be reached on Twitter @SportsRadioPD or by email at Jason@BarrettMedia.com.
