It’s been a fascinating last 18 months for 97.1 The Fan afternoon drive host Bill Reiter. A year and a half filled with highs, lows, difficult decisions, and unexpected departures. The peaks and valleys of the journey are what made his debut on Audacy’s Los Angeles all-FM sports outlet worth the ride. For someone who dedicated so much of himself to the craft, the experience proved well worth it.
“Humbling. Instructive, and weirdly sort of rejuvenating,” Reiter says, encapsulating the experience of the past 18 months. “This is a say yes business. I’ve been lucky to have two or three jobs over the last fifteen years. But I guess also unlucky to have a stretch over the past year or so without a job.”
Reiter is a writer at heart, a storyteller who has always valued the strength of great editorial work. Over his career, he turned an award-winning journalism career into a multi-platform media career in radio and television. For more than a decade, he provided fans with a vehicle that brought them as close as possible to the biggest games, stories and personalities in sports.
Then, in June of last year, Reiter decided it was time for a change. While balancing his written work for CBS Sports with hosting a daily radio show, he chose to step away from CBS and devote his full attention to the medium he had grown to love: radio.
“In full disclosure, CBS Sports and I mutually agreed that they no longer wanted me to work there. Stepping down is a really nice way to put it, but they didn’t want me to be a part of that operation anymore,” explained Reiter. “I didn’t love the job with CBS Sports. I loved my radio job with Infinity Sports Network that filled me up professionally and loved the people I worked for.”
While Reiter acknowledged that leaving CBS Sports probably wasn’t the best move professionally, he believed there was greater opportunity in continuing his work with Audacy and the Infinity Sports Network.
An Unexpected Change….
Then, months later, another unexpected change arrived. One that Reiter wasn’t prepared for. As Audacy and Cumulus Media partnered to launch the Westwood One Sports Network in December, Reiter’s daily national radio program also came to an end.
“Going from having a lot of work to no work was a gut punch. It was really hard professionally having both of those roles goes away for vastly different reasons,” said Reiter. “When the radio role went away, that was the bigger blow professionally.”
For the first time, Reiter found himself without an outlet to discuss his passion for sports. Following the announcement of Westwood One Sports’ formation, he says the new network never considered retaining his show, nor did he receive an interview for another position.
However, Reiter didn’t waste time searching for his next opportunity, but this job search was different. After Audacy executive Jeff Sottolano allowed him to retain the IP and imaging for his Reiter Than You RSS feed, he continued producing podcast episodes of the program through Substack. That kept Reiter in touch with his devoted listening audience during his search.
Questions did remain. Throughout his career, Reiter had always moved wherever the work took him. This time, remaining in Los Angeles became a priority. Based on his resume and experience, he received numerous opportunities to return to the industry. Some in radio and others outside of it.
An Unexpected Call…..
Reiter says he turned down several because they required another move for himself and his family. He was beginning to lose some hope. Then, a message from someone he had never heard from before changed everything.
“I had gone from a very hopeful person in this business to not. But then I got a random text message in January or February from Andrew Williams [97.1 The Fan brand manager], who I had never met before,” said Reiter. “That was the moment when I tried to control myself and be optimistic and the first reach sign that things could be happening.”
For some time, Reiter had heard rumors that Audacy wanted to launch an FM sports talk station in Los Angeles. However, those discussions always seemed to land on the back burner despite his optimism that the rumors would eventually become reality.
Following the text from Williams and several conversations, Reiter participated in a series of test shows with different co-hosts over the next month. He didn’t know whether the auditions would lead anywhere or, if they did, who would be his partner. After each callback, Reiter became more confident he could find a home on Audacy’s sports station in his preferred city.
“I knew that I didn’t totally suck in the tryouts. Andrew’s there. Jeff Sottolano’s there. You have a feeling things are good when those people are showing up for your auditions,” said Reiter. “I told my wife with it being a rough year, if I don’t get this job, I’m going to be a hot mess.”
In May, Reiter was announced as the afternoon drive host for 97.1 The Fan alongside co-host Doug McKain, a digital reporter with a massive following covering the Los Angeles sports scene.
“Love you Doug [McKain], but I’m not sure I would have picked Doug. Which is why I’m probably not a programmer. I’ve worked with co-hosts who didn’t like me, or I didn’t like them. It’s a forced marriage,” said Reiter. “Doug is amazing to work with. He’s the most plugged-in Dodgers guy I know… Having the right co-host personally, professionally, and chemistry wise has made this the easiest transition professionally I’ve ever had.”
Afternoon Drive In LA….
Reiter relishes the opportunity to anchor afternoon drive on Los Angeles’ lone FM sports station. The daypart features some of the market’s biggest personalities and legacy brands. But Reiter says he doesn’t feel pressure from the assignment. Instead, he appreciates the trust Audacy has placed in him to lead the station during the market’s most competitive daypart.
“I’ll do whatever you want, whenever you want. I was just hopeful to not get mornings, because I’m not a morning person. But beggars can’t be choosers,” joked Reiter. “When I got offered the job and told me I’d be paired with Doug, we didn’t know what daypart. I assumed it would be middays because I’m not famous and Doug’s not a former athlete. But it was really cool when they told us it was afternoon drive. Yes, we have local competition but LA radio isn’t supposed to be easy.”
Reiter has lived in Los Angeles for years and believes he understands the local sports radio landscape. In his view, sports fans in the city have never been fully served by local sports radio. Because so much syndicated programming dominates competing stations, he believes many local shows have grown complacent by not spending enough time discussing the teams their audience cares about most.
That’s exactly what Reiter and McKain hope to change. Reiter sees an opportunity to build a show that carries the flag for Los Angeles sports fans while serving as a bridge that connects listeners more closely to the teams, athletes and stories they care about.
“I want to win and my station to win. I say what I think and mean what I say. We provide candor, reporting and information. When I’m on the radio, it’s my personality. That’s why honesty, edginess and criticism are important. We don’t have rights on the station, which liberates us to say what we want,” said Reiter.
Being Comfy In The Uncomfortable
Reiter understands the risks that come with sharing opinions in a public forum. The live, reactionary nature of sports radio is unlike any other medium. Sometimes, criticism comes from within your own building. But avoiding those conversations instead of embracing them has never been his approach.
Following Reiter calling LeBron James a “mercenary” for the way he handled his departure and eventual arrival in Philadelphia, fellow Fan host Derek Fisher challenged him. Reiter accepted an invitation to join the morning show and explain his opinion to Fisher and co-host Cody Decker. What followed was 20 minutes of engaging and, at times, uncomfortable discussion between teammates.
“I come from a journalism background. I’m accustomed to that sort of discomfort. In live radio, the target shoots back whether it’s your co-host or a listener. That’s part of the deal,” said Reiter. “I really enjoyed our talk and showed up because I respect the audience. It’s a learned thing in radio to get comfortable with the discomfort, but every radio host has a different vibe. It was gracious for Derek and Cody to invite me in.”
Three months after the launch of 97.1 The Fan in Los Angeles, Reiter believes both the show and station are only beginning to make an impact on local sports fans.
“I want to do a great radio show. Now that I know how good of a team we have with The Fan, I’ve never been happier with a job in my entire professional life,” said Reiter. “My parents told me, the only people that are going to get in me and Doug’s way are me and Doug… I want to do everything in my power with this opportunity and not f**k it up.”
For Reiter, the past 18 months served as a reminder that careers in sports media rarely follow a straight line. Jobs disappear. Companies change direction. Opportunities emerge from unexpected places. Through it all, the one constant has been his belief in the power of live radio and honest conversation.
After enduring one of the toughest stretches of his professional life, he has found himself exactly where he wanted to be all along—talking sports in the city he calls home. Whether 97.1 The Fan ultimately becomes a major player in Los Angeles remains to be seen.
But for Bill Reiter, that question can wait.
Over the past year and a half, he experienced the uncertainty that so many in sports media know all too well. Jobs disappeared. Plans changed. Doors closed. Yet the opportunity he wanted most arrived when he least expected it. Now, back behind the microphone in the city he calls home, Reiter has rediscovered the passion that first drew him to the business. And if the enthusiasm he brings to 97.1 The Fan is any indication, the most rewarding chapter of his career may just be getting started.
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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.