On Friday, I watched something spectacular. Mark Pope sat down at a press conference at the University of Kentucky and fielded a question from a journalism class. It could have turned into a polite, forgettable exchange, but instead it became a masterclass for anyone working in sports media. If you haven’t watched it yet, click the video below. It’s worth 2:41 of your time.
Pope was asked ‘what advice would you give to a young, aspiring journalist?’ Kentucky’s Men’s Basketball Coach smiled and told Kentucky sportscaster Lee Howard ‘that is a dangerous question‘.
Pope proceeded to give one of the more memorable answers I’ve ever heard from a Coach. He explained to those in the room that they were entering a business where their work will be judged by clicks, views and shares. He pointed out that they could be rewarded for producing cheap clicks or by being great at what they do.
That observation should hit home with every sports media professional.
Because he’s right.
Choosing Clicks Over Connection
In today’s environment, journalists aren’t just asked to report. They’re expected to deliver numbers. They are told what “works.” They’re shown which headlines convert. Many are nudged to create content that triggers engagement.
The danger isn’t in understanding audience behavior. It’s in allowing those metrics to dictate editorial judgment.
If you run a digital department, how often are conversations centered on traffic over impact? If you host a show, are you creating topics that give the audience something to think about and feel or are you talking about subjects that fit the play the hits mantra and prioritize social media engagement and/or ratings?
What about if you’re an executive? Are you rewarding creativity and originality or living and dying with Nielsen numbers and digital metrics?
Many executives build strategies around what they ‘think‘ the audience wants. They make judgments by examining what appears on a ratings sheet or what trends on X. If Nielsen says don’t play music to signal a break, they don’t. If capturing 3-minutes of listening in a quarter hour is more likely to work with 4-breaks per hour instead of 3, they follow the plan. And if a flood of replies come in on X in response to a topic, clearly the right call was made.
The Problem Is…
Those suggestions show what a meter responds to when exposed to your brand/show and the station’s signal. They don’t show if the person wearing it listened, cared or connected to it. Unless you’re sitting with the audience watching them in real-time, you are building a strategy to chase 5-10 devices in a city of millions, hoping it produces positive gains.
And don’t even get me started on social media responses. If I walk into a studio and grab the mic and label the USA Men’s Olympic Hockey team as overrated, I’ll draw a reaction. It’s a classic case of rage baiting. It might pull a number and produce a flood of responses but that doesn’t make it smart or sustainable. You can also get duped into thinking everyone cares when in reality BigJellyBelly09 from parts unknown is whose feedback you’re overvaluing.
The media industry has trained itself to equate visibility with value. But they are not the same thing. A story built to inflame will often outperform a story built to inform — at least in the short term. A clipped quote taken out of context circulates faster than nuanced analysis. A loud debate generates more instant reaction than a thoughtful breakdown.
But what does that approach build over time?
Not trust.
And trust is the currency that sustains sports media brands.
Quality Over Quantity
At Barrett Media, we operate inside of a niche. Our audience isn’t the casual fan scrolling for entertainment. It’s programmers, executives, talent, agents, advertising executives and decision-makers who shape the industry. We have strong, consistent, professional readers, and perform well each month. However, we know that our traffic ceiling will never mirror mass-market sports outlets. I’m comfortable with that. We’ve never once sold a sponsorship based on traffic. Our partners prefer our ability to grow their business over larger clicks and impressions.
Since 2015, I’ve operated with the philosophy that I’d rather reach 100 Bob Iger’s and Bob Pittman’s over 1,000 fans. If others want to brag about traffic and larger social media followings, go for it. They can be first breaking news too. I’ll be there to applaud them and read and promote their work. Our focus is on credibility, connection, trust, and impact. If we can celebrate, educate and challenge the industry consistently, and in a fair and responsible manner, we will be successful. That’s all that we can control.
If you want to be great and seen as a respected, truth telling journalist, cheap clicks and contrived conversations aren’t the answer. That means being ok with publishing pieces or creating segments that don’t produce massive numbers. It means asking uncomfortable questions without manufacturing drama. It involves protecting your credibility even when it’s easier to sensationalize headlines for incremental lift.
The Dilemma
In sports media, access, relationships, and reputation are everything. When you cover a team or a league consistently, you’re not just publishing content. You’re building a presence. Coaches, executives, athletes and agents form impressions. Peers in the industry take note too. Sources decide whether you’re worth trusting.
If your brand is synonymous with distortion or opportunism, doors close. If it’s associated with fairness, preparation, and credibility, doors open. That’s not a theory. It’s a reality in a relationship-driven business.
Mark Pope’s remarks to those students highlighted a crossroads facing the next generation. Do they want to chase algorithms or build authority? Are they going to prioritize reactions or invest in sustained relevance?
This is an issue for leaders too. If compensation and recognition are tied to traffic and ratings spikes, don’t be surprised if your staff values noise over depth. If long-term brand health and audience loyalty matter, behaviors must shift.
None of this means ignoring data. Analytics are essential. They reveal consumption habits and highlight opportunity. But data should inform strategy — not override standards. There’s a difference between understanding what resonates with an audience and exploiting what provokes.
Conclusion
In a landscape flooded with takes, brands that endure will be those that audiences and industry insiders consider reliable. It’s harder, slower, and may not produce fireworks but it builds something far more powerful than a temporary spike – trust and respect.
Mark Pope didn’t need to lecture anyone about media economics or digital transformation. His message was more fundamental: choose substance over shortcuts. Authenticity over gimmicks. Long-term trust over short-term validation.
For anyone serious about building a lasting sports media brand, that’s not just good advice. It’s a strategic blueprint.
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Jason Barrett is the Founder and CEO of Barrett Media. The company launched in September 2015 and has provided consulting services to America’s top audio and video brands, while simultaneously covering the media industry at BarrettMedia.com, becoming a daily destination for media professionals. Prior to Barrett Media, Jason built and programmed 95.7 The Game in San Francisco, and 101 ESPN in St. Louis. He was also the first sports programmer for SportsTalk 950 in Philadelphia, which later became 97.5 The Fanatic. Barrett also led 590 The Fan KFNS in St. Louis, and ESPN 1340/1390 in Poughkeepsie, NY, and worked on-air and behind the scenes at 101.5 WPDH, WTBQ 1110AM, and WPYX 106.5. He also spent two years at ESPN Radio in Bristol, CT producing ‘The Dan Patrick Show’ and ‘GameNight’. JB can be reached on Twitter @SportsRadioPD or by email at Jason@BarrettMedia.com.
