What Can We Expect From Dan Bernstein ‘Unfiltered’?

One of the more difficult things in sports media is being a startup. With all the planning, plotting, and arranging it takes to conceptualize, the launch is the greatest celebration. However, it’s only temporary. Sports podcasting is a growing enterprise where many voices crowd an ocean of content, with very few able to come up for air and continue to breathe. When I saw former 670 The Score host Dan Bernstein announce that he would be jumping in the same waters as many others, I had questions as to why.

Bernstein enjoyed thirty years working in one of the top markets in the country. A distinguished talent whose voice carried weight and established narratives around the local teams of the market. Many in the market would place him on their Chicago sports radio Mount Rushmore, among other names such as North, Boers, McNeil, and Coppock.

While there is much buzz about Bernstein’s first episode of the podcast, I ponder what he could possibly say.

It should be noted that I once interned for Dan Bernstein when I began my radio journey some twenty-one years ago. It was a short internship with the Boers & Bernstein show, but I came to enjoy a kindship with Bernstein over time. I spent seven years at 670 The Score from 2004–2011, producing morning drive and working a number of other roles for the station and CBS Radio at the time.

Now living outside of the radio station, I can understand the desire for going out on your own terms. We would all love that luxury. My end at 670 The Score was my own decision, taking an opportunity to work for iHeartMedia in Tampa Bay. My end in Tampa Bay was unfortunately not my choosing, so I can relate to how Bernstein may have felt following his exit at 670 The Score.

Sure, you can say I’m comparing apples to oranges. But I digress.

Predictions For Dan Bernstein Unfiltered

When it comes to Bernstein’s first “unfiltered” episode, there will be a nod to the events that led to his dismissal at 670 The Score. Given the nature of what happened, I would fully expect Bernstein not to get into too much detail about the behind-the-scenes of how the decision was made.

I fully suspect that, as the first episode may be labeled “unfiltered,” there will be some filtering on wording and approach for good reason.

Will there be a Bernstein apology? Being that he has been completely silent since his dismissal from 670 The Score, I would fully expect Bernstein to share somewhat of an apology. I know Bernstein as a genuine person, a family man, a devoted father, and human. He made a mistake.

Who the apology is made to and for what, I’ll leave for him to decide.

We’ve seen former sports radio talent move to the podcasting realm before with the label of “unfiltered” attached. Typically, one would expect this label to lead you to believe that there are no rules or guardrails in the content approach. “Unfiltered” is a flashy adjective, but is anything today in the digital world truly “unfiltered?”

Do I believe that Bernstein was held back from saying certain things about certain people while he was hosting at 670 The Score in Chicago? In my experience, more than likely not.

Bernstein knew the line of demarcation when it came to his content approach. He was a reporter turned broadcaster who knew never to get personal, knowing that being honest with the audience would lead to success. Bernstein achieved a lot of success during his time in Chicago, ranking consistently near the top of the Men 25–54 ratings most quarters.

Bernstein’s former producer, Jason Goff, even confirmed as much on the latest edition of his podcast The Full Go when talking about how he left Chicago for an opportunity in Atlanta.

“For fifteen years in the third market in the country, I’ve been telling people exactly how I felt and they just kind of rode with it,” said Goff on The Full Go. “Whether you like it or you hate it, you’re going to feel some way about it. That’s the only thing I cared about.”

That doesn’t sound like Goff or anyone at 670 The Score was being “filtered.”

I fully expect Bernstein to approach the daily podcast as he did for over two decades: deep opinion rooted in information, challenging the norm, also served with fun and a laugh or two along the way.

Can Bernstein Cut Through in Podcasting

The real question for Bernstein is longevity in the podcasting space. Remaining a Chicago sports–focused product limits reach and discoverability, though it also provides a niche focus.

There are a number of successful Chicago-based sports podcasts already living and thriving. Barstool Sports, a company Bernstein is believed to not be a fan of, is based in Chicago with a number of podcasting options. Bernstein’s former producer Jason Goff has his Chicago-based podcast with The Ringer. The ALLCITY Network has an established CHGO Sports brand that also includes a number of successful podcasts and FAST channel access.

While there is much competition for Bernstein to tackle, interest in the debut is already high.

The trailer for the new podcast launched on Tuesday and ranked as high as sixth on Apple’s podcast ranker for the sports category. I would fully expect the new 312 Sports Podcast Network to place more teaser clips online over the coming week, both on podcast platforms and social media, to enhance interest.

In podcasting, it’s not about number one. It’s about number one hundred. The forward vision for any successful podcast has to be present at the very onset. We discuss all the time how being unique leads to growing an audience on the Barrett Media platform. Staying stagnant and complacent in what you’re doing only produces limited results.

Bernstein is a well-known commodity that will drive audience with the new look and flashy sound, but will it resonate long-term with an audience while growing?

I hope so.

I’m a big believer in second chances, as I’ve been afforded many in my career. I believe this new era for Dan Bernstein is less about being “unfiltered” and more about “evolving.” I’m excited to see how Dan Bernstein approaches his journey as a second opportunity to do what he’s always done, but better than before.

Maybe, in fact, that’s the why after all.

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John Mamola

John Mamola is Barrett Media’s sports editor and daily sports columnist. 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. He is a five-time recognized top 20 program director in a major market via Barrett Medi’s Top 20 series and has been honored internally multiple times as station/brand of the year (Tampa, FL) and employee of the month (Tampa, FL) by iHeartMedia. Connect with John by email at John@BarrettMedia.com.