I’m on the road this week for an important last-minute client project. My assignment is to help a new radio program director learn what goes into the role and develop a content, imaging, and digital strategy with him. Having done it many times over the years, it’s something I enjoy and consider a strength. I take pride in helping brand leaders become strong, well rounded executives. Companies who provide that level of support to new managers send a message, they care about their development. That matters to people.
As I thought about the project, I kept asking myself “why don’t more groups focus on developing future programming leaders?” There are some exceptions but many companies prioritize today over tomorrow. PD’s rarely reach out to champion their people for programming openings, behind the scenes folks who want to move up tell me frequently how little training they receive, and a few who I’ve helped land jobs to lead brands, have stepped into them knowing how to produce but lacking awareness of what goes into running a brand.
Companies have done a good job promoting market managers from within. Internal development for programmers on the other hand needs more work. This isn’t solely on corporate management though. Individuals like to cite a lack of training and opportunity, but how are they overcoming those obstacles themselves if they’re not available internally?
If you want to lead a brand, have you asked other programmers for feedback? Have you tried talking to former leaders who may have more availability? Are you listening to how other stations work, reading or watching videos related to the job, asking execs like Bruce Gilbert, Greg Strassell, Justin Chase, Tom Poleman, Brad Hardin, John Zellner, Phil Becker, Jeff Sottolano and others what you need to do to move up, or contacting me or another industry consultant for advice?
Barrett Media is hosting its third news media conference in September. It’s a great event, and our first one in New York City. A strong group of programmers, market managers, executives, talent and advertising professionals attend these shows and discuss how they manage various situations to grow their businesses. Doesn’t it make sense to be in the room, soak up their knowledge, and build relationships with those who could hire you? I see a lot of accomplished people in our rooms, but the lack of attendance from behind the scenes folks is staggering. Where else are you going to gain relationships outside your office or studio and the education needed to advance your career?
One future broadcaster attended our NYC sports summit 2 years ago and said he learned more in 2 days at the show than the prior 2-3 years inside of his radio station. After thanking him for the kind words, I asked him to spread that word to others because most don’t understand what they’re missing by not putting themselves in different rooms and situations, and around other professionals.
I’m not sharing that to convince people to attend the BNM Summit. I’m doing so to point out that there are options available for those who want to learn and become brand leaders. If it’s not our event, go to MSBC, CRS, the NAB Show or another industry show. You’ll get better. Knowledge and connections are available everywhere.
Creating excuses is easy. Finding solutions is harder. But they do exist. Whether you choose to invest the time necessary to grow professionally is a different matter.
AI is rapidly becoming a key tool for executing tasks. It will gain even more traction moving forward. If less roles exist because of it, where do future leaders come from? How incentivized are managers going to be to help you develop if your progress could cost them their position?
The beauty of professional sports is you see many teams comprised of older veterans, middle of their career stars, and emerging rookies. It takes a mixture of all three to win now, and win later. The best teams and organizations understand this, and compete year-after-year for championships. You can find that reflected in a radio station’s on-air lineup, but in the coaching department, not so much.
Grooming future leaders is essential otherwise the industry will continue recycling folks who were great to navigate past problems, but aren’t built for the next wave of evolution. As the world changes, the only way to assure we stay ahead is to create a path for those who can lead us in new directions. If it started with experienced leaders sharing their knowledge and promoting their people for larger roles that’d be great. But if that option isn’t available, it’s on you to invest in your own development. Your growth in the industry depends on it.
Barrett Media Changes
- Dylan Barrett has spent the past month making videos of professionals who’ve spoken at our shows during the past 7 years. He’s also been creating new promo videos for different things we do, working on a new daily video to summarize the news of the day, plus we’re working on a few additional video projects for after the BNM Summit and Barrett Bash. Don’t be surprised if you see myself and a few of our editors in video form more often.
In addition, Barrett Media is now on these nine social media platforms below. Starting Friday, you’ll find content from us regularly on all of them. Click any of these links and you’ll be directed to our pages: X, Facebook, LinkedIn, TikTok, Instagram, YouTube, Rumble, Threads, Bluesky. You can also find all of our content on Newsbreak.
- Strengthening our writing team is always a top priority, and I’m excited to welcome sports radio veteran John Lund as a new weekly sports media columnist. John and I worked together at 95.7 The Game in San Francisco and he has hosted in Dallas, Portland, Pittsburgh, Detroit, Salt Lake City, and nationally on ESPN Radio. He’s even programmed in a few cities. His first piece hits the website Friday August 1st.
I’m also pleased to welcome back Krystina Alarcon Carroll as a news media features writer and columnist. Krystina’s first new contribution will hit the website on August 6th.
As happy as I am to add John and Krystina, we’re saying goodbye to our friend Andy Masur. Andy has been with me for over 6 years, and has done a lot of quality work during that time. He’s a total pro, and though I’m sad to see him go, I’m glad that he’s doing well at WGN in Chicago.
Hiring hasn’t been a key focus due to planning for the BNM Summit and Barrett Bash, and managing my normal duties. That said, I believe our sales, and sports and news television expertise can be better. I’m also trying to improve our music radio coverage and will be talking to professionals in Austin, Texas next week at MSBC to learn how we can deliver a better experience. Professionals with a passion for writing and sales can inquire via email at Jason@BarrettMedia.com.
- I shared a few weeks ago that we’re going to start packaging our music radio columns and features and re-distributing them to music radio folks on Friday’s. That starts on August 1st. The new weekly newsletter will be titled The Nooner and will be distributed at, you guessed it, Noon ET.
BNM Summit Additions
We’ve already announced 14 news/talk professionals for the 2025 BNM Summit, and we’re adding a few more heavyweights today. I’m thrilled to welcome Red Apple Media and WABC Radio President Chad Lopez to this year’s show. I’ve gotten to know Chad in recent years, and his passion for the format and business is awesome. Attendees will have a chance to hear it on display on Wednesday September 3rd.
Another gentleman with a ton of passion for the business is ROI360+ founder Gary Sarner. Gary will share his insights on advertising at the Summit, and will be in attendance for the Barrett Bash. Given how much he invests on behalf of his clients across the radio industry, executives will want to hear what he has to say.
On the programming end, we’re honored to welcome two men with many skins on the wall. SVP and Director of Spoken Word Formats for Salem Radio Network Phil Boyce returns to the stage to join a power panel alongside Drew Anderssen, Chris Berry and Pete Mundo. Also joining the lineup is 710 WOR PD Tom Cuddy, who will slide in alongside Ken Charles and Ann Thomas. It’s a pleasure to have both men involved.
On the business front, my thanks to Red Apple Media/WABC Radio, Hofstra University, and Salem Radio Network for joining us as partners of the 2025 BNM Summit. It’s also a pleasure to have Red Apple Media/WABC Radio and Core Image Studio sign on as partners of The Barrett Bash. We only have a few sponsorship opportunities left for the Summit, and a few more for the Bash. Those interested in opportunities can learn more by contacting Stephanie Eads at Stephanie@BarrettMedia.com.
We’ll have more names to announce in August for both events, as well as our award recipients for the Gold Standard in Business, Leadership and Programming, and a new award, News Media’s Lifetime Achievement Award. A huge thank you to Premiere Networks for supporting the awards ceremony.
If you haven’t yet bought a ticket to the Summit or reserved your hotel room, log on to BNMSummit.com. Those attending the conference automatically receive an invitation to the Barrett Bash. Nearly 150 have already registered for our special 10-year anniversary party.
The Passing of Hulk Hogan
Hulk Hogan died last Thursday at the age of 71. As a wrestling fan for over four decades, the news saddened me. I watched his entire career, met him twice during radio tours, and interviewed him twice when I hosted shows. The interactions every time were exceptional. He valued the support, and understood how to engage and entertain an audience. Nobody has had a greater impact on professional wrestling than Hogan.
When he passed away, many wasted no time spitting on his grave. There’s an old saying, if you have nothing good to say, say nothing at all. Why some who don’t know a celebrity on a personal level feel a need to flock to social media to trash them is beyond my understanding. It may boost your impressions, comments, likes, and traffic, but how many see what you write, form an opinion that you’re classless, and either unfollow or make a mental note to never support your work again or discuss future opportunities with you? How much more is lost vs. gained when you show a lack of decency when someone dies?
I understand that Hogan didn’t live the perfect life. His remarks in 2015 were awful but he did far more good than bad, and many have since forgiven him. He also accepted Christ into his life in 2023. When a person passes, most just want to pay their respects and share a memory or two of how the individual affected their lives. They’re not looking for a legacy examination or someone to trash the recently deceased.
Quick Hits
- My thanks to Jason Whitlock for the invite to appear on his show Fearless last week alongside Steve Kim and Ryan Glasspiegel. The episode covered a plethora of sports media issues. I’m not a big prediction guy but to borrow a line from Phil Mackey, a little reckless speculation never hurt anybody. Check it out when time permits.
- The best stat I saw last week came from Edison Research. When you read that time spent listening to podcasts has increased by 355% since 2015, rising from roughly 170 million hours per week to 770 million hours per week, or an increase of 603 million hours per week over the past decade, that gets your attention. Let’s hope the advertising industry noticed.
- Another great piece of data this week came from Nielsen. Among Adults 25-54, average quarter-hour (AQH) audiences in Portable People Meter (PPM) markets jumped 19% compared to Fall 2024. That’s consistent across all demos, with AQH audience growth ranging from 17% to 19%. Nielsen shared that 23% of listening occasions fell within the 3-4 minute window and would’ve previously gone unmeasured. Many beat up Nielsen when the news isn’t good, but when the signs are good, they deserve credit too.
- Condolences to Ron Chase and Radio-Online on the passing of co-founder Lisa Chase. Lisa passed away on Sunday following complications from pneumonia after an eight-year battle with cancer. She was 67. On behalf of Barrett Media, we extend our deepest sympathies.
- I’m wishing Vinny DiMarco nothing but the best moving forward. Vinny exited Good Karma Brands New York in June after previously leading ESPN 880. He was always good to me and our team.
- The New York Post published a great article on Sunday featuring a conversation with Jay Leno. Leno explained how Late Night television has prioritized politics over comedy, making it difficult to reach the entire audience. It’s worth your time if the topic interests you.
- I’ve shared before how artificial intelligence has many positives for improving our business, but that doesn’t mean there aren’t concerns. The wrong tools landing in the wrong hands can do irreversible damage. OpenAI CEO Sam Altman warned this week that a fraud crisis could be on the horizon. If you’re interested in the topic and haven’t listened to him speak, click the video below.
- I stumbled upon a great story about audience building last week. It came from Nathan Barry on LinkedIn and explained how a newsletter created for an audience of one, Tom Brady, turned into content many more wanted. A great lesson for professionals in any area of the media industry.
- Barstool Sports Chicago is looking for an Executive Producer, Segment Producer, and Video Coordinator/Editor for its new daily live show in partnership with Fox Sports. Those interested in learning more, click here.
- It may be the cool thing to do but you won’t find me on X asking Grok who the most famous person to view my profile is.
- If you haven’t watched the Billy Joel documentary, And So It Goes, you’re missing out. HBO crushed it.
- There were a few new releases last week that were outstanding. First, the latest From Ashes to New, New Disease is outstanding. I must’ve listened to it 5-10 times over the weekend. Another instant hit is Luke Combs‘ Back in the Saddle Again. I love how Combs created anticipation for the song a few weeks ago on X by sharing a one-minute clip of it. Like him or not, MGK is a hit maker, and Miss Sunshine is no exception. Last, if you’re a fan of Three Days Grace, you’ll enjoy Kill Me Fast.
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 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.
