Toast to 10: The 10 Most Important Columns I’ve Written Since 2015

The Toast to 10 series presented by Premiere Networks, is a month-long series looking back on 10 years of Barrett Media. Throughout the month, you’ll hear from those who’ve shaped the company, managed and created the content, read the site, and partnered with the brand between 2015-2025 to share how they’ve seen it play a role in covering the media industry and educating, celebrating, and challenging the business.

We are in the midst of celebrating ten years in business by featuring the perspectives of programmers, talent, former writers/reporters, etc.. It’s allowed you to learn how we are viewed by professionals across the media industry. As interesting as that may be for you, it’s equally rewarding for me. I’m always looking for ways to elevate our content and coverage. Later this month, I’ll share my thoughts on how we plan to do that moving into 2026 and beyond.

Barrett Media has been read, enjoyed, and valued by media members since 2015. I’d like it to continue for the next decade too, not just celebrate the past. But as I sat down at my computer to write this piece, I’ll admit, I didn’t want to. Charlie Kirk’s death last week has left an empty feeling and many questions. A week prior we united the industry at the BNM Summit and Barrett Bash. 7 days later we all witnessed a public assassination of a man who made his mark with his words and ideas. If it can happen to Charlie Kirk, it can happen to any broadcaster in any format.

I’ll share my 10 most important columns shortly, but I’d like to relay something I read and listened to last week from Charlamagne Tha God. He said, “I’m a media personality. I don’t want to live in a country where media personalities are being shot and killed for their opinions or what they believe, but I also know that as much as we like to point to the First Amendment and say we all have freedom of speech, we are not free from the consequences of said speech. There is a cost to everything that comes out of our mouth, and unfortunately, we don’t get to set the price.”

In the past week, we’ve seen the best and worst of humanity on our screens. I wrote about the media’s coverage of the Charlie Kirk shooting last week. Stephanie Eads and I have had many conversations in recent days about free speech and the consequences of it. We’re all entitled to say what we want, but in doing so, there’s a risk and reward of losing or gaining fans and relationships and business. Many people lost jobs last week by being hateful, insensitive, and/or distasteful. I’m no expert on how restaurants, universities or insurance agencies run their business, but in media circles, your words reflect on your employer.

I’m not here to tell anyone how to think, feel or act. Whether you loved or hated Charlie Kirk is up to you. I just hope you’re aware. Seeing good people lose jobs and careers over poor judgment isn’t fun.

Now here are the 10 most important columns I’ve written since 2015. If you wish to read any of them please click on the titles.

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The 10 Most Important Columns I’ve Written Since 2015

#1 – The Next Chapter

This website began publishing content in 2014. It started gaining attention when I revealed on the site that I’d be leaving my role as program director of 95.7 The Game in San Francisco. I didn’t turn it into a business though until September 8, 2015. That is when I announced the introduction of Barrett Sports Media.

This announcement received a lot of positive feedback. Few knew what it meant or how I’d make it work, but the support was overwhelming and important. There are articles on this site with better analysis, opinion, and reporting. None see the light of day if this piece is never written.

#2 – The Rise and Fall of David Field

When David Field exited as Audacy CEO, I knew I had to write about it. It was uncomfortable because I didn’t dislike David. He was good and fair to me. But if I didn’t write about it in an honest way, many would’ve lost respect for myself and the brand. The hardest part of being an industry columnist is that you can work with people and personally like them yet when situations arise where mistakes or changes are made, you can’t ignore them. I can’t challenge one company executive and then hide when others make news. Consistency and fairness matters. I’ve tried to provide that since 2015.

As expected, that column produced a ton of interest. To this day, it’s the piece most mentioned when I see others. Though I appreciate everyone reading it, my first question is usually ‘was it fair?’ I don’t know what David is doing now, but I hope we have a chance to chat someday. It may not have worked out for him with Audacy, and I’m pulling for Kelli, Chris and Jeff to make the company stronger, but I hope he’s happy and successful in whatever comes next.

#3 – This Fire is Out of Control and ESPN Can’t Put It Out

In 2017, I learned what it’s like to be in the line of fire of the largest sports company. ESPN went through a massive shift in how it discusses sports, weaving in more political commentary than fans were used to. Independent research, including a survey conducted by Barrett, showed fans were turned off. Many inside ESPN, Bob Iger included, rejected the feedback.

I received a lot of hate publicly and privately over it. A ton of support too. I hadn’t experienced like that at this point. Years later after announcing the hire of Jimmy Pitaro, ESPN acknowledged it may have been too quick to dismiss outside feedback. Since then, they’ve encountered a few controversies but nothing close to what existed back then. It’s good to see ESPN in a better place than it was in 2017.

#4 – Why Blackballing a Local Team is a Bad Bet

On August 16, 2017 I uncovered a story that gained nationwide attention. CBS Radio lost out on the radio rights to the Las Vegas Golden Knights. An internal memo then surfaced that told all employees they were not to to mention the team on-air or on social media. This was the first time ever that Vegas would have professional sports, and the decision by management put everyone in the building in a bad spot.

Entercom was in the process of acquiring CBS Radio at this time, and I knew they were evaluating which GM’s to keep. Pressing send wasn’t going to help folks in Las Vegas, but I knew it couldn’t be ignored. I sat down in a dentist’s chair, hit send, and 10-minutes later the 702 area code appeared on my phone while I was in the middle of receiving a filling. I tried calling back when I left the dentist but to no avail. CBS Radio quickly reversed the decision and called me to let me know. The GM didn’t make the final cut when Entercom chose its management team. I never felt good about that but it was unavoidable.

#5 – Artificial Intelligence is Going to Change the Media Industry

I’ve followed the AI rise for a while, but received my wake up call in April 2024 at the NAB Show in Las Vegas. After listening, watching, and talking to people about it, I wrote this piece. Some privately reached out thanking me for forcing them to take notice. Others shared their displeasure. Fear of being replaced was mentioned in most of the responses. What wasn’t was how to utilize AI to improve creativity and process, and maximize time.

In July 2015 I wrote a follow up column questioning if the media industry was ready for an AI Tsunami. I’ve spoken about it and have showed numerous examples at multiple Summit’s since. I’d like to tell you that I’m confident that we’re using AI to its full potential and we’ll adjust quickly as it gets stronger but I can’t. If there’s one thing I’m certain of, AI will be a big part of business and broadcasting during the next decade.

#6 – Making Sports Radio Better: Tackling the Issue of Diversity

I wrote this in November 2015, and it generated a lot of attention. It was and still is an important issue. Most trade publications concentrate on news, so sharing opinions on issues of this magnitude are uncomfortable for some. Not for me. I did the research, spoke to a lot of people, saw the issue receiving little attention, and after previously making diversity an important part of the brands I programmed, I felt I could tackle the topic and help make the sports format better. I’ve addressed the issue many times since. It’s not perfect in our business but it has improved.

I’ve never believed that you should check boxes when hiring people. However, brands have to reflect their communities, and too many hire who they know and what they’re comfortable with. The best brands feature diverse voices, backgrounds, and ideas, which helps grow audience and business.

#7 – Divorce Was Inevitable For 95.7 The Game and the Oakland A’s

When the Oakland A’s and 95.7 The Game parted ways in October 2018, I knew I had to address it. I had inside knowledge of the relationship few had, and watched the franchise continue operating like a minor league team after I left. Mainstream outlets took notice of the story, which led to a few unpleasant phone calls. That comes with the territory when you share knowledge and a strong opinion.

Seeing a team executive use Twitter to ask for advice on the team’s next flagship radio partner, and the team post a celebration video as it removed equipment from the radio station reinforced why the club received secondary treatment. They have since left Oakland, struggled to gain support in Sacramento, and are counting on Las Vegas to save them. Some organizations just aren’t built for prime time.

#8 – Keys to Being a Good Interviewer

John Sawatsky was an incredible trainer for ESPN. He coached everyone at the network on how to execute a great interview. He also shared examples of where the best hit and missed the mark. His training was so good that I traveled back to Bristol, CT during my programming days to take it again.

I wrote this to help others learn what John taught myself and others at ESPN. I’ve had numerous professors at Universities reach out to let me know they use it to teach students. Interviewing is a skill that many fail to take full advantage of. For every Howard Stern and Dan Patrick, there are hundreds who prioritize moments over questions and fail to listen to and follow up on the answers they receive.

#9 – Facebook and X Have Changed the Rules and Media Brands Must Adapt

I’ve been covering social media since 2015. One of my early favorite articles was a piece I wrote examining how sports radio was thinking but not acting social. From 2015-2023, Twitter and Facebook sent a lot of traffic our way. By late 2023 and early 2024, things started to change. Reaching our readers with articles became difficult, resulting in less than 5% seeing our posts. I wondered if the same was happening to other outlets, and discovered, they were in the same boat.

Since then, you may have noticed a shift in what we promote on social media. There’s a lot more videos and images, and less direct links to content. That feels weird sometimes because the goal is to make sure you see a good piece of content that’s worth reading. But if platforms aren’t going to let you see it, there’s little reason to post it. I see many brands still posting on social as if it’s 2015. You can do that when you have millions of people following, not with a smaller audience.

#10 – You Can’t Put a Price on an Unpaid Internship

In March 2021, Jane Slater put out a tweet looking for an intern. It was an unpaid position. The reactions across social media were vile and clueless. Rather than looking at the experience and what could be gained from it, reactions revolved around what should be earned financially for investing time in helping.

I wrote this to inform young people about the importance of gaining experience and relationships. Talent in this business is subjective. What one considers trash, another considers treasure. Those with connections and a willingness to work hard though tend to land in better situations. If you can make a fortune to learn on the job, awesome. But don’t discount the value of learning from successful people if compensation isn’t an option. Investing in and perfecting your craft when you’re young is a wise decision.

Honorable Mentions

Summit announcements and Top 20 reveals excluded, the arrivals of Barrett News Media and Barrett Media showcased business growth, but they weren’t content rich. Tributes created for Mike Francesa, Traug Keller, and Angelo Cataldi were. My columns on Tony Romo‘s debut, Nick Khan‘s leadership, the Barstool-ESPN marriage, Good Karma’s Land on Demand approach, ESPN Media Day, and Local Radio Needing an Annual Upfront all hit how I intended.

I thought my articles on Media Coverage Surrounding Charlie Kirk’s Death, Rachel Maddow’s Miss with Donald Trump’s Taxes and Business Survival Lessons From a NY Florist were important, though I wish the pandemic and Kirk stories weren’t true. Letting others use the platform to speak was also vital, and Craig Carton‘s piece on Tom Bigby especially stood out. Lastly, I enjoyed writing 15 Talents You May Not Know, Maybe Radio Should Follow Charlie Kirk’s Lead, How Important Are Callers, The 7 Myths of Sports Talk Radio, Sitcoms Not Movies, and How Fox Sports launched the WWE.

What I didn’t enjoy was calling out the Talkers Heavy Hundred, Podcast Movement’s treatment of Ben Shapiro, ESPN’s lack of attention on Radio, the KNBR-Adam Copeland mess, and Pat McAfee’s ESPN drama. Those stories produced some headaches but were necessary.

I don’t regret much of what I write. There are things I could’ve done better but when you publish 40,000+ pieces of content they’re not all going to be homeruns. However, if a spelling or factual error hits the site it drives me nuts. We once had a writer cover Barstool and make three big mistakes in one week. That sucked. I also could’ve done a better job myself on a piece reacting to comments from Bill Wilson. I pride myself on being well researched, but I missed something in that one. It was corrected later but I should’ve gotten it right the first time.

Closing Comment

Unrelated, Stephanie Eads, Dylan Barrett and I saw Three Days Grace and Breaking Benjamin perform last week in New Jersey. We then traveled to Hartford, CT yesterday to see Falling in Reverse and Hollywood Undead. If you’re into their music, and their tours come to your town, go! All four brands were incredible. I also recommend checking out the new 3DG album Alienation. It’s excellent.

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