There has been a lot written about ESPN commentator Stephen A. Smith in recent days, weeks, months, years. It’s exactly what he desires. Media! Crown him; it’s what he earned. In the attention economy we all live in, Smith has found the formula to do exactly what everyone wishes they could do: be everywhere for everyone.
“Never underestimate the power of jealousy, and the power of envy to destroy,” said Oliver Stone. Has there been anything said that better describes the impact of Stephen A. Smith on the media landscape? Every comment becomes micro-analyzed. Every photo becomes social media wallpaper. He doesn’t apologize for much, nor should he. Boo him, cheer him, hate him, love him—Stephen A. Smith is the greatest entertainer in media today.
But when is it too much? Let’s come back to that later.
Say what you want about Smith’s rise to the spotlight that he owns today. Nothing was handed to him. He’s done the work to get to the pinnacle of the media landscape. Born in the Bronx, got educated, worked his way up from print media to radio, to television, to digital media.
Smith hustled like so many others, only he was better at gaining the attention of the consumer. ESPN cut him in 2009, and he was out of a job for nearly a full year. He networked well and used the failures of his past for motivation to elevate from being unemployed to a nine-figure contract in less time than LeBron James has played in the NBA.
Was Smith lucky? Luck only happens when preparation meets opportunity.
You Can’t Knock the Hustle
“I’m not here to make friends, I’m here to make money,” said CM Punk in 2023. Stephen A. Smith has not been shy about how he goes about his business. He told Rolling Stone earlier this week that “authenticity is my brand. I mean what I say, and I say what I mean.” Smith never has had the expectation to be loved; it’s not something he cares about when he approaches his job.
Is he a role model for how to grow your brand? Depends on who you ask.
This week, Pete Mundo wrote for Barrett Media that all news/talk radio hosts should look to Smith as a model to follow: build your brand and then fortify it by branching out to audiences outside your base.
Days later, Garrett Searight wrote that Smith isn’t a role model for news/talk radio hosts to emulate. He says Smith never admits when he’s wrong, has an opinion about everything under the sun when he doesn’t need to, and always makes everything about himself.
These contrasting opinions are exactly what makes Smith as valuable as he has become.
Everything Is Politics To Stephen A. Smith
“Sports is the toy department,” said Colin Cowherd on The Ryen Russillo Podcast.
Stephen A. Smith at his core is a sports commentator; he’s not a politician. He’s never claimed to be a politician and never said he wants to be a politician. He’s never said he’s running for office; he’s just keeping his options open. In other news, I’m also keeping my options open on making a competing bid to buy the Tampa Bay Rays and considering moving to an island near the Bahamas.
Stephen A. Smith was so successful at his job in the toy department—why not dabble in the home goods aisle? Take the formula that made you millions in sports and carve an alley in the political lane that every politician and talking head is afraid to do. Talk to both sides.
Smith knows from his relationship with Michael Jordan that both Republicans and Democrats buy sneakers together. Hence, provide a product that expands your audience by not choosing a side. That’s smart business from a man who has nothing to lose, no friends to make, money to earn, and all to gain.
Stephen A. Smith has been preparing his whole life for this moment, and he’s meeting every metric that matters in the attention economy.
The Value of a Man Resides in What He Gives
With all that being said—when does it become too much? Who determines the level of controversy over Q-score?
Is it ESPN? Does Stephen A. Smith need them anymore? He built his production company, Straight Shooter, that he could easily sell to the highest bidder with millions of subscribers already in tow. He’s a best-selling author, podcaster, and would have more doors opened for him by billion-dollar companies if ones closed behind him.
Stephen A. Smith agreed to a five-year, $100 million contract in March of this year, making him the highest-paid talent on ESPN’s roster. Broadcast companies pay the highest amounts to those that bring in the best results. Smith is the main host and executive producer of First Take while also contributing to a number of ESPN programs, including NBA Countdown and SportsCenter, among others.
Smith boasts about First Take being number one for the last 13 years—without Skip Bayless, without Max Kellerman, currently without Shannon Sharpe. According to Rolling Stone, the program brings in daily audiences of around 450,000 to 670,000. Looking at those figures, it’s comparable on the high end with WWE’s NXT, and the low end with Top Chef on Bravo.
For comparison, Smith makes more per year from ESPN than Joe Buck and Troy Aikman, who call Monday Night Football, which averaged over 15 million viewers last year. Maybe that’s unfair, so how about Michael Wilbon or Tony Kornheiser? Combined, both make less than Smith, but their average viewership for Pardon the Interruption is higher than First Take.
While Smith may scream and yell that First Take is number one, it’s hardly a viewership juggernaut. It’s also fair to consider as well—who’s the direct head-to-head competition? As much as I respect FS1 and The Facility, FS1 isn’t nearly in as many homes to even be consumed as First Take on ESPN.
It’s not all about viewership for ESPN; it’s about reach. Stephen A. Smith is a lightning rod that strikes in the morning, and the aftereffects last into the night. His words carry weight; his opinions make headlines. His tweets drive impressions, and his reels live in the algorithm. He is the most searched ESPN personality in an age of content discovery. He’s on ESPN more than any other talent on the network, and he’d want it no other way. That’s the value to ESPN.
With the spotlight comes controversy, and controversy leads to a brighter spotlight. Stephen A. Smith causes controversy for ESPN, but is it enough to warrant second-guessing if Smith is worth the payout?
Sure, Smith questioned if having a baseball player who doesn’t speak English and needs an interpreter is good for the game of baseball.
Of course, Smith was suspended over comments suggesting some women “provoke” domestic violence incidents while discussing Ray Rice’s suspension from the NFL.
Who could forget when he compared the owner of the Phoenix Suns to former Los Angeles Clippers owner Donald Sterling?
Just this week, Smith referenced crime stats of the city of Memphis because some players (unnamed, of course) have told him they don’t want to play in Memphis because they feel unsafe. Also, he told Rolling Stone that he doesn’t like LeBron James and wrapped up the week playing solitaire at an NBA Finals game that he was covering.
Smith prefers to live in the spotlight, and fortune favors the bold.
Stephen A. Smith Is Worth Every Penny
“Controversy creates cash,” said Eric Bischoff.
If that is true, Stephen A. Smith is making ESPN rich beyond the paycheck he’s earned. Winning the right battles for consumer attention connects bridges to consumption and monetization. Business has been good for ESPN, and therefore, business is good for Stephen A. Smith.
For a talent who has paid his dues, earned his spot, and continues to grow, Stephen A. Smith has proven he is the greatest entertainer in media today.
When will it be too much? It’s time to accept it may never be.
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John Mamola is the sports editor and 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.
