Bomani Jones understands the value of an audience. For more than 25 years, his career has spanned nearly every medium in sports media. From hosting talk radio in North Carolina to more than two decades with ESPN, Jones has built a loyal following—an audience that remains devoted as he enters his third year hosting The Right Time with Bomani Jones under Wave Sports + Entertainment’s umbrella.
“With ESPN, podcasting was always a secondary kind of business for them,” said Jones. “Wave comes from a different place, and it was always attractive to go there in the first place. They trust me with my content. On their end, they know how to sell it. For me, it’s gone as good as I expected.”
The Right Time was not new for the Atlanta native. The podcast began during his ESPN Radio tenure and became his property after ESPN declined to renew his contract in 2023. Since then, Jones has made it the central focus of his work for those who have always been there.
“At this point in my career, I am most focused on creating content that serves the audience that has been the most loyal to me for over 25 years,” explained Jones. “You’re still leaning on the people who are most dedicated to you. For me, that’s the people that I think most about.”
Finding What Works
That focus did not come easily. While many podcasters chase new listeners, Jones remains committed to his existing audience. When his HBO program, Game Theory with Bomani Jones, was canceled after two seasons, the experience left a lasting impression on his path forward.
“I had to figure out what I’m doing this for,” explained Jones. “It’s really hard to simply hold onto the audience that you already have.”
The challenge was complex. Without ESPN or HBO’s platforms, Jones had to find new ways to engage an audience that already knew him well. Staying fresh is challenging but not impossible.
After leaving ESPN and HBO, Jones took a pause to reflect and reassess his approach as an independent creator.
“The key for me; my energy is the part I can control,” noted Jones. “I found out that I didn’t sound the way that I used to. It’s not that I was sounding old, but I didn’t have the fire that I had at different points. I needed to go find that part again, and re-assess what I enjoyed about doing it and how to get to a place where I was excited about the work that I was doing.”
Now, nearly three years later, The Right Time continues to grow. Jones chooses not to obsess over metrics, but the numbers he hears are rising—especially on YouTube.
With more than 102,000 subscribers and an average of 783,000 views last month, according to Social Blade, Jones credits his success to his honesty.
“The most important thing always is does your audience believe you,” said Jones. “Does your audience believe that you mean the things you say. It’s not about do they believe that you’re right all the time, but it is do they trust the sincerity of your words.”
Podcast Industry Evolving
Jones’ connection to his audience extends to engaging with his community on social media. He pays close attention to social media and comments regarding his content, always with an eye on engaging with those who give him their time. Jones says he treats his podcast as an opt-in product—listeners who actively choose to engage, on any platform.
As much as Jones focuses on his loyal following, content discovery continues to evolve. With video becoming a bigger piece of the podcast format, Netflix’s exclusive partnerships with The Ringer, Barstool Sports, and iHeartMedia have caught his attention. Jones sees Netflix as a logical platform to experiment with putting once-free video content behind a paywall, though he cautions about its potential implications for creators.
“If somebody comes to a creator and says ‘we want to put your work behind a paywall but we’re using your work to try to attract people to pay for our service’, that would be something people [creators] should worry about,” explained Jones. “I don’t know if I would turn on Netflix to go watch my podcast… but it’s worth seeing if people do.”
Whether Netflix’s move into podcasts succeeds remains to be seen. The interest itself signals industry growth. As the market expands, profitability becomes harder. Jones knows the challenge of growing an audience firsthand from 25 years of experience.
For new creators, the task is even tougher. Competition for attention is always intense in a crowded market. Jones often advises students and aspiring sports media professionals that navigating a space that values celebrity over substance can be challenging.
“If someone told me that they’re going to start a podcast, I’d tell them don’t do it like mine,” said Jones. “Your best path trying to cut through today is hosting a podcast about something in particular. Then marketing it on social media with that niche audience. There’s no easy answer. The concern is once they get success, there’s so many people already where the profits level off to zero because it’s so crowded.”
Reflections On ESPN
Many seeking his advice know Jones from ESPN, where he was a fixture on ESPN Radio and appeared regularly on Highly Questionable and Around the Horn. He made 561 appearances on Around the Horn starting in 2010. Regarding the show’s cancellation in May 2025, Jones was not surprised ESPN has yet to announce an official replacement.
“I’ve worked around ESPN for the better part of about twenty years. Never assume there’s a plan,” said Jones. “It seems very clear to me that Burke Magnus didn’t like Around the Horn. And if you tell most people that get to be in charge, change whatever you want and get rid of the show you didn’t like. You’d probably do it, and that appears to be what happened.”
Jones believes there may have been an initial plan for a replacement, but his personal radio experience shapes his outlook.
“The fact that I worked in radio leaves me numb to decisions like that,” joked Jones. “Radio is full of people who were on top of their game one day and then walked out the next day by security. The idea that a show [Around the Horn] that had a long run of success, and somebody changed it for the sake of change. It doesn’t surprise me in the least.”
Jones overall views his ESPN tenure positively, valuing the audience and opportunities it provided. At the same time, he remains candid about the network since his departure. That honesty and authenticity is what he feels continues to resonate with his audience.
“I truly enjoy and love being at the center of this community. Creating something that people can continue to bond around,” said Jones. “We’re all part of something. It is more important for me at this point in my career to maintain the fact that these people feel a part of something.”
For Bomani Jones, The Right Time is always the next time. Maintaining a focus on ensuring the time his loyal audience allows him is time well spent.
“I don’t have to chase an audience or dollars. I’m fortunate in that regard,” noted Jones. “What I would like to do with that measure of privilege that has been afforded to me, is to be there for this community that has made it all possible.”
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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.
