What is the value of cross-promoting yourself and your radio show on other platforms? In a splintered media environment, it’s more important than ever.
But, Barstool Owner Dave Portnoy feels differently.
As reported by Barrett Media, during The Unamed Show on Wednesday, Barstool Sports podcast host Ryan Whitney was discussing his recent appearance on The Pat McAfee Show when he questioned if the company’s founder was upset that he went on the program.
Whitney said it was the first time he had ever appeared on The Pat McAfee Show and said he knows Portnoy doesn’t like it, but he questioned why he couldn’t do it more frequently.
“I know that drives you crazy … but I can’t go on in the middle of the playoffs?” he asked.
“It’s ESPN,” said Portnoy. “I’ll guarantee you — I’m gonna say this: if we had a conversation offline and I told you why I get mad about it, you wouldn’t go on anymore. I can’t do it online. By the way, it’s not a McAfee thing. It’s ESPN. It’s not McAfee, it’s ESPN. So that’s what I’m telling you. At FOX Sports, none of their guys can go on ESPN. None. You can’t. We let it — and it’s not just you — but when we let it become a regular feature, than I’m like ‘Well why are we helping ESPN?'”
So who’s right? Understandably, Portnoy has beef and a complicated history with ESPN that has been well documented. And if there’s a business that can get away with not pursuing cross-promotion, it’s Barstool Sports. They’re one of the biggest brands in the sports industry, and that’s a huge testament to what Portnoy built.
But what about looking at this from another perspective? Portnoy is getting the last laugh by allowing his people to appear on ESPN, which can, in turn, drive people to the platform that he founded and now, once again, owns 100% of after buying it back from Penn Entertainment.
People will see his personalities appear on ESPN, like The Pat McAfee Show, who will then, potentially, go find the Barstool Sports show(s) that they may not have been aware of and drive listenership and revenue for Portnoy’s company.
How Can Local Radio Hosts Take Advantage?
This lesson can be applied to those employed in radio in 2025 or, frankly, any other medium. We all need cross-promotion. There are too many options for the consumer and not enough ears or eyeballs for all the content that currently exists. How can you cut through?
In an era when radio companies aren’t spending big money on billboards or, honestly, any other cross-promotional media opportunities, it is on the station and the talent to find those opportunities themselves.
That can be through contributing on local television, joining local podcasts, and, frankly, any platform that can help drive new audience to your show or podcast. Podcasts, local popular social media accounts, television, other radio shows, and more should all be on the table for talent to help drive new listeners to their platforms.
The other way is to force other local media to cover you because it’s your show or station that is breaking news. Not only is developing local connections to get ahead on stories valuable for your show, but it will automatically give you cross-promotional opportunities without your own media market.
Local TV stations, along with potentially even other radio stations, will have to credit you for a story, a sound bite from a newsmaker, if you’re first with an exclusive story relevant to your market. And in an era when it seems like local TV reporters move in and out of markets at a much faster pace than radio hosts these days, developing the right relationships around your city can deliver you this winning hand.
There’s too much noise out there to believe your show can’t benefit from earned media. Barstool Sports might be one of the few exceptions to that rule. But you’re not Dave Portnoy. So get hustling. You won’t regret it.
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Pete Mundo is a weekly columnist for Barrett Media, and the Vice President of News/Talk for Cumulus Media, while also hosting “Mundo in the Morning” and programming KCMO Talk Radio in Kansas City. Previously, he was a fill-in host nationally on FOX News Radio and CBS Sports Radio, while anchoring for WFAN, WCBS News Radio 880, and Bloomberg Radio. He’s also the owner of the Big 12-focused digital media outlet Heartland College Sports. To interact, find him on X @PeteMundo.
