I’ve spent the past few weeks internally referring to Monday, May 4th as Barrett Media’s Grand Reopening. We recently hired two new music editors — David Hill and Bethany Kent — and announced a partnership with Yahoo Sports/Finance. Both of those moves make us better, but we’re not stopping there.
Today we’re introducing changes to improve our website, newsletters, videos, and social media.
Website and Content Changes
On the main page of our website, Features now sit on the left, Columns on the right, a Featured column anchors the middle, and two media industry news stories appear on the right. We’ve also eliminated BSM Staff, BNM Staff, and BMM Staff bylines entirely. Stories now display under each writer’s name. Furthermore, Music content will include news on labels and artists — not just music radio transactions.
Most importantly, we’re introducing a new format for how we present news. I’ve dubbed it The What System.
Starting today, all news stories will run 200-300 words and feature four key parts: What We Know, What It Means, What Remains Unclear, and a rotating fourth section — either What They Said, What’s at Stake, or What the Numbers Show. Stories involving ratings, contracts, or heavy data will use a chart to highlight What the Numbers Show. Stories with quotes will use What They Said to make comments easier to absorb. When neither applies, we’ll examine What’s at Stake.
Website visitors typically read 20% of text on a page. Axios has shared that 80% of their readers consume 350 words or less. Reviewing our story length and how much people consume made refining our strategy necessary.
Press releases and individual announcements are often one-sided. Our editors will go further — adding voice, context, and deeper examination. Industry leaders and professionals have limited time and deserve the full picture in a quick, digestible way.
Newsletter Changes
If you receive our Morning Edition, today’s version looks different. We now deliver the first column in its entirety. The articles that follow the lead story show the first three paragraphs. This gives readers more depth to decide if something is worth reading further. We’re also showcasing our advertising partners more prominently.
In June, The Nooner — our music newsletter — expands to five days per week. It’s currently distributed Monday, Wednesday, and Friday. It will also receive upgrades to strengthen the user experience.
The Evening Edition will undergo adjustments too in August. Until then, we’re tightening our story count to eight or less. Articles that don’t make the newsletters will still be available on the website.
Social Media Shift
Across all platforms, you’ll see more video and custom images. We’re also prioritizing posts that promote original columns, features, speakers, and brand announcements. News stories will be pushed by our writers, so follow them if you want that information. Otherwise, check the website or our newsletters.
Social platforms frequently change the rules but do tell you what works and what doesn’t. Nieman Lab recently shared how brands pushing link posts on X generate small reach and engagement. Meanwhile, Fox News uses links in fewer than 10% of posts and earns the third highest median engagement of all publishers studied. That research focused on X, but similar stories exist on Facebook, TikTok, LinkedIn, YouTube, and Instagram.
We don’t have millions of followers to justify using the wrong approach, so we’ll play the game the right way, measure the results, and adapt when the rules change again.
Video
Starting Monday, May 18th, Barrett Media is adding Quick Takes — one-minute or less video commentaries on topical industry issues, promoted across social media. Some topics will be covered on BarrettMedia.com. Some will not. John Mamola, Garrett Searight, David Hill, Bethany Kent, and I will each contribute weekly.
Through our involvement in Yahoo’s new Sports Business hub, our sports team will appear on Yahoo’s digital shows. In addition, we are planning to launch a Music/Radio video show later this summer. David Hill and Bethany Kent are expected to anchor it. The Jason Barrett Podcast will return in October. Dylan Barrett will produce, edit, and promote both shows alongside The 4-Cast and Barrett Media Minute.
Closing Comments
Building a great brand requires constant evaluation and adjustment. We’re making improvements to better serve and expand our audience and partnerships. Celebrating, educating, and challenging the media industry by examining issues across sports, news, music, and business remains our primary focus.
Thank you for continuing to support our work. We appreciate the time you spend each day reading, watching, and sharing our content. If you have feedback, email me anytime at Jason@BarrettMedia.com.
Barrett Media produces daily content on the music, news, and sports media industries. Sign up for our newsletters to stay updated and get the latest information right in your inbox.
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.
