There has been a growing trend in sports radio — that I frankly originally hated — that has meandered its way to sports television.
The “& Company” genre has now become the de facto sports debate style on both ESPN and FS1 as both Skip Bayless and Stephen A. Smith have adopted a rotating panel to argue against.
With the news that Keyshawn Johnson, Michael Irvin, Richard Sherman, and Rachel Nichols will appear alongside Bayless, it cements really cements the idea that networks have embraced the “& Company” model.
The same format continues to grow in sports radio, as well. 107.5 The Fan in Indianapolis earlier this month announced that morning host Jake Query would step into the timeslot previously occupied by Dan Dakich for Query & Company. Altitude Sports Radio in Denver features Dempsey & Company in middays. Even ESPN Radio utilized the format for Spain & Company with Sarah Spain in the past and even before that with Coach & Company with Jonathan Coachman.
It works for so many reasons. From both a business and broadcasting perspective.
It’s especially helpful for television. Seeing new faces debate the star of the show is refreshing, it gives others more reps, and it allows for a hyper-focused product.
In radio, it allows for more diverse opinions, perspectives, and again, more focus. This isn’t mean to disparage any one particular host, but if you have “radio guy teamed up with former NFL player”, does your audience truly believe that the former NFL guy has a deep intricate knowledge of your MLB team’s bullpen and what ails it? Is your audience convinced that your former NHL star is the best person to opine about why your NBA team’s coach needs to be fired? Probably not. And that’s ok!
As I mentioned earlier, I originally hated the idea of “& Company”. I thought it was lazy. Extremely lazy, even. “Find a host, tell him to find someone to talk to for a while, and find someone else tomorrow”. Truthfully, I thought it was cheap, too. Why pay for a full-time co-host when you can pay three people a per-show fee and pocket the rest? Maybe that’s true, I don’t know.
But I think it leads to a better on-air product, for both sports radio and debate shows. Everyone can’t know everything. It’s just a basic fact. A few weeks ago, Colin Cowherd was ridiculed for saying Dwayne Haskins — who died more than a year and a half ago — didn’t have the ability to win a Super Bowl. Oddly enough, a few years ago, Stephen A. Smith also had a high-profile flub about Haskins, saying that he considered him more of a runner than a passer before the NFL Draft. The same Dwayne Haskins who threw for 4,831 yards and 50 touchdowns compared to 108 rushing yards in his final season in college.
You can’t be the most knowledgeable person in the room at all times. But, you can find the person who is the most knowledgeable about a certain subject, pick their brain, get their perspective, and showcase it on the air. And you, your show, your station, and your audience is better served because of it.
If you needed open heart surgery, would you choose the doctor who operates on everything from feet to teeth, or would you choose the heart surgeon? It’s an easy decision, right? So why isn’t that decision this easy when choosing who is going to appear on your radio station?
I understand that familiarity is important. I do. But in an era where every team, every sport, heck, even individual players have podcasts devoted to them, are you missing the boat by sticking to having a co-host expected to be the best analyst for everything?
At the end of the day, the development that I think originally started in radio and has expanded into sports debate television is ultimately a good one. Specialization isn’t a bad thing. And if it keeps the minds of hosts, debaters, and the audience fresh, it’s a win in my book.
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.
