Running an independent media company like Barrett Media is a privilege. But it comes with many challenges. Everything we create, sell, promote and plan is handled by a small team. It is fun, exciting, interesting, and rewarding but if we don’t continue learning and evolving, we risk losing it all.
In recent years, the media business has changed a lot. Expenses have soared as brands wrestle with flat to slightly up performance. Social media, search referrals, newsletter growth, image creation, video editing, article writing, sales prospecting, and production music and imaging have all felt the wrath of AI. I’ve had to thoroughly examine our business, people, and processes, and spend more time on personal education. I’ve asked myself many times “If it works for the New York Times, Axios, Fox News and The Atlantic, why doesn’t it work for Barrett Media?”
The Big Picture
I recently read Axios and Politico co-founder Jim VandeHei’s column on Axios’ plans for the future. VandeHei thinks demand for human-vetted and human-verified content will surge, and general, indistinctive news will wither. He believes quality reporting and deeper analysis from trusted professionals will separate brands in a noisy AI universe.
I see things similarly. I built Barrett Media to reach one hundred Bob Iger’s and Bob Pittman’s with meaningful industry content. That approach has delivered traffic, reach, and influence beyond my expectations. I’ve worked hard to earn the trust of business leaders. I expect the same level of focus, quality and care from anyone writing here.
But as proud of our progress as I am, none of it guarantees future success. Look around, the online publishing space is rapidly changing. SNY killed their website last week. Gannett has reduced hundreds of newsroom jobs. Social impressions are down. Search is less reliable. Programmatic advertising is declining. Newsletters are being labeled by email providers. And AI is taking and summarizing content, and reducing brand attention and the individual qualities that make a brand/writer unique.
Modern Day Content Game
Today, many outlets are slaves to the news cycle. I believe that is a zero sum game. PR groups send in press releases. People share career news on their social media platforms Soon thereafter, outlets rush to write the same story. It’s why we changed our news format six months ago. In an AI world, who stands out?
With many doing the same thing, it begs the question, who is writing the article? Are they breaking the story or regurgitating facts available elsewhere? I believe breaking news and expert insight matters. Aggregation and chasing traffic does little to strengthen trust. It also shows who understands the business and adds substance to the key issues. When I write about business, I add three decades of professional experience to the story. Many of our writers offer similar credibility. I believe that makes a difference.
Insightful commentary, timely reactions, breaking or interesting news, and original features are our focus. We think about who we are writing for. What they value. Where they are likely to consume us. What we can add to help them be better and smarter. And who we have writing for us. Some wins come from conversations with relevant and trusted people, and some from writers with a track record in specific areas. All require knowledge, experience, time and the ability to deliver original, valuable content.
Our content choices are often shaped by individual interests. Creative expression is important but only if the content matters to an audience or reinforces a brand’s strategy. If not, what is the value of publishing it and paying for it? If a listener calls in to request a song that tests poorly, the PD/station won’t play it. We’ve got to use better discipline ourselves moving forward.
Hiring For 2027
September 2027 marks 12 years in business for Barrett Media. We’re still here because we love and know this business and continue to adapt. In June, we moved our newsletters to beehiiv and we’re starting to see positive results. Partnerships with Yahoo and Newsbreak have produced similar outcomes. We’re now reviewing our programmatic advertising opportunities to make sure we’re positioned well for 2027.
In addition, we are launching our first Top 20 Awards Show during Super Bowl week in 2027. Our annual Summit expands to 4 days next July in NYC. If things go as planned, we will add a third event in late 2027. We are also planning to increase video content. In fact, 5 different sets have been built at the Barrett Media office during the past 2-3 months to prepare for it. The Jason Barrett Podcast is returning. A weekly commentary titled On Tap with Jason Barrett is in development too. The 4Cast will evolve as well. The show will branch off to three versions: one for News Media, Sports Media, and Music/Radio.
To continue our growth, I am looking to hire more writers. Specifically, I’m looking for experienced professionals in Sports Radio/TV, News TV, Country and Urban/Hip Hop. If interested, email Jason@BarrettMedia.com. Music readers will also see The Nooner become weekly Rock, Country, and Urban/Hip Hop newsletters in 2027 with more focus on artists, labels, songs, and charts. Each newsletter will feature 4-5 stories for professionals in each space. Additional changes are planned for our daily newsletters. Details to come at a later time.
I believe more passion, knowledge and focus is needed on individual music formats, and artists/labels. Media business issues need more examination too. If it matters at a Summit, it’s worth covering here too. We can’t just focus on brand news and talent drama stories.
Closing Comments
I treat each year like we’re running a University. Some writers graduate to the business world. Some continue their education. Others decide that college isn’t for them. We determine too that some aren’t the right fit or other areas require more focus. I look at which writers have unique ideas, which formats demand the most attention, and which people, brands and topics generate the most interest. Similar to running a radio station, I expect us to perform. Growth via traffic, revenue and subscribers is part of it. Consistent effort and communication is another.
Our entire staff is paid here. Some are regularly involved. Others chip in weekly. We spend more operating this brand than some local radio stations do. I’ll gladly invest in people but if the content isn’t producing interest or strengthening our position in a desired area, I’ll also pivot. As fun as this is, it is still a business. Our team has to be committed, honest, focused, and deliver results. In turn, I have to run our business wisely, make tough calls, and be nimble.
Barrett Media’s mission is to celebrate, educate and challenge the media industry. The right people, strategy and execution are required to make it work. We will undergo a few changes entering 2027 and introduce new ideas and people. If you’re interested in helping us raise the bar, get in touch!
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