This past weekend in the NFL, we saw a familiar storyline play out.
Several teams were forced to rely on backup quarterbacks after injuries sidelined their starters. For many of those teams — including the Cincinnati Bengals, who lost one of the most horrendous football games you’ll ever see after Joe Burrow was injured — the results weren’t pretty.
Their offenses stalled, game plans were scrapped, and what once looked like a competitive matchup turned into a lopsided loss. If that sounds like a lesson tailor-made for news/talk radio, it’s because it is.
Too often, stations build their identity around one marquee host or one dominant daypart. That’s not inherently wrong — it makes sense to highlight your biggest strength. But what happens if that host suddenly leaves for a competitor, takes a TV gig, needs extended time away, or the unthinkable happens?
Just like NFL teams without a reliable backup, you’re left scrambling. You can’t punt on programming for weeks or months until your starter returns.
The NFL has taught us that backup plans are only as good as the preparation behind them. A second-string quarterback who can step in and run the same system without massive adjustments keeps the team afloat. On the other hand, if the offense has to be completely restructured, everyone suffers. In news/talk radio, the same principle applies. Listeners don’t want a completely different tone, format, or level of engagement simply because the “star” is unavailable.
That’s why depth matters. A well-rounded roster isn’t just a luxury—it’s a necessity. If you only pour resources into your morning show, you might get great ratings in that window. But what about middays, afternoons, or evenings? If the rest of your lineup feels like an afterthought, the station lacks balance. And if the morning host departs, the void is devastating. You’re not just missing one piece; you’re losing the piece holding the whole puzzle together.
This is where development comes into play. NFL teams know that the backup quarterback might not be a superstar, but he has to be competent. He has to have reps, experience, and a coaching staff willing to invest in his progress. Radio leaders need to adopt that same mindset. If you’ve got a part-time host or a fill-in who handles weekends, give them more on-air opportunities. Test them in different formats. Allow them to get comfortable with the audience so they’re not a complete unknown when the moment arrives.
Depth also helps protect against overreliance. Think about the Dallas Cowboys a few years ago when Dak Prescott went down. For weeks, fans braced for disaster. But Cooper Rush kept the team steady and even notched wins because the organization believed in having a plan. Now flip it—look at the teams that had to completely tear down their playbook because the backup wasn’t prepared. Those are the stations that lose momentum when their star host suddenly disappears.
There’s also a business angle. Advertisers want consistency. If a show disappears or drops significantly in quality, so does its investment. A strong bench keeps revenue stable, even when the unexpected happens. That stability matters as much as ratings.
Of course, building depth requires intention. It’s not glamorous to promote a fill-in host or spend time coaching up your overnight personality. But the dividends show up when you need them most. An NFL team never wants to see its backup quarterback on the field, yet the smart ones prepare as if it’s inevitable. Radio is no different. Hosts will leave. Life will happen. The only question is whether you’ve done enough to keep your game plan intact.
The lesson here is simple: don’t put all of your eggs in one basket. Celebrate your star, but don’t neglect the rest of your lineup. Develop, coach, and nurture the next voice that might carry your station forward. Because at some point, just like in the NFL, the backup is going to be called on. When that happens, will your station fall apart—or will it prove that preparation is the real key to winning?
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Garrett Searight is Barrett Media’s News Editor, which includes writing daily news stories, features, and opinion columns. He joined Barrett Media in 2022 after a decade leading several radio brands in several formats, as well as a 5-year stint working in local television. In addition to his work with Barrett Media, he is a radio and TV play-by-play broadcaster. Reach out to him at Garrett@BarrettMedia.com.
