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After KNBR Exit, Tom Tolbert Welcomes Freedom With the Bay Area Sports Collective

Derek Futterman
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After KNBR Exit, Tom Tolbert Welcomes Freedom With the Bay Area Sports Collective

When KNBR engaged in a round of layoffs at the station last year, veteran host Tom Tolbert did not surmise that he was going to be part of the cuts. Having been on the airwaves for 28 years, he enjoyed his time pairing with a variety of hosts and producers discussing sports topics in the San Francisco-Bay Area and helping the forum maintain its status as a trusted, credible outlet. Tolbert had previously weathered changes in ownership from Susquehanna Radio Corporation to Cumulus Media and was a venerated personality in the weekday prime programming lineup, but his run came to an end last November and prompted him to consider his broadcasting future.

Tolbert was one of several staff members who had been let go by KNBR in the last 16 months, others of which include John Lund, F.P. Santangelo, Lee Hammer and Paul McCaffrey. Leading up to this point, the station had sustained several alterations in the program director position while continuing to try and serve as a local option for sports fans. On top of that, the station has continued to broadcast San Francisco Giants baseball and San Francisco 49ers football as both teams aim to compete for championships, and Tolbert estimates that he would have continued being a part of the entity had it not been for the layoffs.

“I think if you made any appreciable amount of money there, they were looking to trim you. There wasn’t really a talent factor to it,” Tolbert said. “It was just simply, ‘How much do you make?.’ That’s what happens when you get to a corporate situation where the headquarters are in Atlanta and they’re not really out here kind of living this. That’s just the realities of it.”

Rather than abruptly exiting KNBR, management granted Tolbert a farewell show where he had a chance to formally bid farewell to the audience. The show had some elements of reminiscing, but it largely followed the regular afternoon drive cadence and served the listening audience. Tolbert was grateful for his time at KNBR and presumed that those at the outlet knew he would be professional and abstain from sharing any incendiary remarks. By the time it was over, he had a renewed license to explore and approached the media domain with newfound freedom and no intent on returning to terrestrial radio.

“I didn’t want to go back to other people telling me, ‘Hey, this is what we need to hit,’” Tolbert said. “We did the Giants, we did the 49ers, we did the Warriors – we didn’t talk about this subject, we didn’t talk about that subject. I think I have a pretty good feel for what people want to talk about and what they want to hear. Sometimes it’s local sports, sometimes it’s not – sometimes it’s bigger-picture stuff, and I just didn’t have any interest in it going back to that.”

New Beginnings With The Bay Area Sports Collective

Tolbert ultimately decided to join Lund and McCaffrey to launch the Bay Area Sports Collective, a new podcast network with individual shows disseminated on audio platforms and streaming live on YouTube and Twitch. This new venture provides Tolbert and his former KNBR colleagues a new platform to divulge their perspectives and opinions to consumers while also remaining part of the conversation. Despite not having any idea of its potential future evolution, he felt comfortable joining the entity and assisting in its launch.

“I just thought, ‘You know what? I know those guys, and I know they want to continue working and we each have different styles,’ so I think that makes it attractive,” Tolbert said. “We’ll all talk sports. Some may be focused a little bit more on local, some may be focused a little bit more on the comedy aspect of it or funny stories you want to get into, but I know those guys personally, and Jeremiah Crowe’s also involved in it, my former program director at KNBR.”

While Tolbert is staying focused on his individual podcast, Crowe is executing a vision surrounding the platform and making the enterprise worthwhile for everyone involved. Possessing experience in the content space, Tolbert regards Crowe as an intelligent professional who brings proficiency and prudence to the job. In addition, Tolbert wanted to work with him because he simply likes and trusts him.

“Everyone that’s involved in this, I’d sit down to have a beer with – take them out to beers, sit down and watch a game with – and those are the type of people I want to be surrounded with,” Tolbert said. “If you’re an a**hole even though maybe you could help me make a few more bucks or help grow this thing quicker – maybe 20 years ago, cool – but again, [I am] turning 60, so I just want to be around people that I like.”

In hosting his podcast, Tolbert adopts a similar approach gleaned through his years on radio by watching sports and reading stories. With a keen perception of the local sports landscape, he tries to identify topics towards which he garners interest and has formidable viewpoints. Tolbert is collaborating with producers Daniel Ogden and Max Schmeling on the show who work on audio and video content production as the team works to figure out ideas for new bits and episodes. Nonetheless, he is not concerned about having any specific strategy surrounding the presence on social media or overall consumption, nor does he want concern himself with these operations.

“It’s not about, ‘How do I get to a million subscribers?,’ which is ridiculous anyway. I’m not looking at it [with] certain numbers,” Tolbert said. “[I am] not looking at, ‘Let’s get to this benchmark and that benchmark and this benchmark.’ Ultimately, if you want to make a little money, you have to, but I think the product comes first.”

Challenges of Working Solo Versus With a Partner

Tolbert feels that Bay Area Sports Collective sets itself apart with distinctive personalities and consumer accessibility, but he acknowledges that the content is similar to that on terrestrial radio. At the same time, his show secures a variety of guests from the local scene, recently filming an episode with Giants broadcaster Dave Flemming in his backyard. Tolbert is working on leveraging his sports proficiency and market familiarity to craft a program that aligns with his inclinations while possessing the freedom to record whenever and however often he desires without a set co-host.

“I can talk about a subject as long as I want to, I can go on a digression as long as I want to, so that’s the best part of it,” Tolbert said. “I do enjoy having a partner though because I do enjoy bouncing stuff off of them, and I think from a conversational standpoint, there is something about having a partner that makes it for an enjoyable listen. But as for right now, yeah, I just wanted to do something different.”

While Tolbert does not rule out the possibility of having a partner in the future, he is currently approaching the show as a solo host. When Tolbert first joined KNBR in 1996, he was paired with Ralph Barbieri and yearned to assimilate into the program and build tangible chemistry. Tolbert remembers that Barbieri was not an ardent proponent of working with someone, but he believes that the upside to the situation became more apparent over time.

“I think he realized, as I did, that I just want to have fun like him. I have a unique perspective on sports as he does, and we were kind of different, although we always joked we kind of met at the same spot,” Tolbert said. “We took different avenues to get there, but we met at a similar location, so he’s a pro.”

Once Barbieri left the station in 2012, Tolbert started working with Ray Ratto and formed strong synergy and rapport, evincing his shrewd analysis and cognitive skills. Akin to Barbieri as a host, Ratto was also able to comprehensively discuss myriad subjects and was a recent guest on Tolbert’s podcast.

Upon the programming lineup being switched again after some time, Tolbert ostensibly entered a state of flux that resulted in him hosting with Larry Kreuger and Rod Brooks before finishing his tenure with Adam Copeland. As Copeland continued to host afternoon drive, he was named program director and ended up resigning the managerial position six months later.

“I think it was unfair of Cumulus to even ask him to be the program director,” Tolbert said. “He’s just getting his feet wet hosting a show, and it’s in a major market in prime time drive, and now you’re going to ask him to be the program director too? It’s hard for him to turn it down because it’s some extra cash, and he can do it. It’s just doing both of them, I thought, was unfair of them. Ultimately, he didn’t end up continuing on with it, and I think that’s probably for the best for both.”

Tolbert’s KNBR Legacy Moving Into the Digital Age

When Tolbert thinks about his legacy at KNBR, he considers himself to be the guy that came after Gary Radnich and Ralph Barbieri, the two figures with whom he attributes the initial construction and proliferation of the radio station. As the station moves forward, he has no idea what it will become but is rooting for its new hosts. Moreover, he is appreciative of fans communicating their appreciation for him as they move through the dynamic content ether.

“It was cool, it was touching, but I know how life works and how the world spins, and things just keep on moving. I don’t need people to feel sorry for me,” Tolbert said. “I’m on to my thing now, and Cumulus and KNBR are doing their thing, and I wish everybody the best of luck.”

Tolbert remains motivated to continue working in the business through his penchant and avidity for a variety of sports. Despite observing diminished remuneration in the podcasting space, he does not want to suffer from extreme boredom and looks to implement the viewers into shows. In fact, his program usually concludes with questions submitted by fans, functioning in a similar role to callers in sports talk radio.

“I wanted to do it with guys I like to be around, talking about things we’re interested in in our own, unique viewpoint,” Tolbert said. “Whatever comes from it comes from it, but it’s going to come from a place of having a good time and doing what we love to do and doing what I’ve always done.”

Understanding the Evolution of the Media Consumer

Having previously worked for media conglomerates in the radio business, Tolbert is genuinely apathetic towards what message this venture emits. With the widespread cost cutting in the industry that has resulted in some employees across companies losing their jobs in recent years, he realizes that consumption paradigms in the modern media ecosystem have evidently shifted. Yet Tolbert affirms that he could recommend to companies to retain their most talented people, but he knows that such an intangible can correlate with higher salaries.

“Look, sometimes the dinosaurs die,” Tolbert said. “That’s just the way it is. It’s evolution, everything evolves. Sometimes it’s the way it’s going to be. You can get in the way of it all you want, but it’s probably the way it’s going to go. I’m not really sure that any words of wisdom or anything they can do can change the tides on this one.”

As Tolbert moves forward with the Bay Area Sports Collective, he aspires to continue enjoying his work and providing his perspectives on local sports. The premise of his show centers around the teams and leagues in the area, but there are times when he also explores more comedic and lighthearted conversation as well. In the end, he values the ability to work with his business contemporaries and create an offering that could resonate with sports fans while staying true to himself.

“I have no goals with what it will become, what it could become,” Tolbert said. “I just think you put out good content and have a good time doing it and be strategic about it, and ultimately, people are going to find you, and hopefully they’ll enjoy it too.”

Barrett Media produces daily content on the music, news, and sports media industries. To stay updated, sign up for our newsletters and get the latest information delivered straight to your inbox.

Why ESPN Bet on the NBA and Not MLB

Dave Greene
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Why ESPN Bet on the NBA and Not MLB

As Barrett Media reported yesterday, MLB Commissioner Rob Manfred stated in a memo acquired by The Athletic that the league has “not been pleased with the minimal coverage” on ESPN platforms beyond live game broadcasts and referred to the network as a “shrinking platform.”

Manfred doubled down on Mad Dog Unleashed, where he elaborated further. Speaking with Chris “Mad Dog” Russo, Manfred cited the end of Baseball Tonight as the beginning of MLB’s dissatisfaction with ESPN.

“I’ll say this publicly because I said it to them,” Manfred explained. “They stepped up for the NBA, they stepped up for football, stepped up for this one, and to come back to us and say, ‘We want to cut you.’”

Wow. I have to assume this is mostly posturing. Rob Manfred cannot possibly have his head in the sand this much—can he?

First of all, I don’t think there is a network out there that has done as much as ESPN to stay on top of trends in the industry while making its content accessible in every way possible. So, the “shrinking platform” comment—while technically true, as ESPN is in fewer households than it used to be—doesn’t tell the full story. ESPN remains the king of sports media by a wide margin.

The implication here is that ESPN simply ended Baseball Tonight because it wanted to cover less baseball and was a bad partner. The truth is likely closer to the data: fewer people were watching because, well, fewer people are interested in baseball. That’s a well-documented trend.

To MLB’s credit, the pitch clock has helped—much more than I thought it would. Speeding up the game was an important step and a great idea. But let’s be honest: baseball has been slow to adapt. Its media situation is a mess, and sites like ours have been covering the issue for a long time. Absolutely nobody who follows this industry was surprised by ESPN’s decision.

ESPN’s choices are more of a response to what has happened to baseball than some grand betrayal. Instead of whining about how unfair it is, MLB should examine the real reasons behind the move.

And as for the comparison to the NBA—that’s a joke in itself. The NBA continues to grow its global audience, and its young, social-media-savvy fan base aligns well with ESPN’s long-term digital strategies. Manfred himself acknowledged this, saying, “They [ESPN] have been clear that the NBA is a priority for them.” Yes, they have been—and for good reason.

What has baseball done to attract a similar young, global fan base outside of implementing a few rule changes? If I were Manfred, I’d be focusing on how the game can address these areas rather than picking fights with a network that, despite cutting regular-season broadcasts, can still be a valuable partner. If MLB continues to lose national exposure, how will it attract new fans?

Instead of brushing off what’s happening, Manfred should acknowledge the warning signs and take real steps to rethink MLB’s media strategy. That means making games more accessible, improving the in-game experience for younger audiences, and ensuring that baseball remains part of the larger cultural conversation.

Manfred can spin this however he wants, but the truth is clear: ESPN just sent a message, and baseball is worse off because of it.

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The Best/Worst Thing I’ve Heard/Watched/Read Recently

I know people get tired of St. Louis fans talking about how great their baseball culture is, but hey—we are who we are. Lately, though, there hasn’t been much to brag about, and most predictions suggest this season won’t be much different. The GM is in the final year of his contract after wearing out his welcome, and most of the star players baseball fans associate with the Cardinals have long moved on.

That said, nobody does Opening Day like St. Louis, and just about every player who has experienced it at Busch Stadium has said the same. On the broadcasting side, between KMOX on the radio and whatever the regional television network is called these days, they crush it. The pageantry—the Budweiser Clydesdales, the Cardinals Hall of Famers in their red jackets, and the sea of red in the stands—is unmatched. No matter what the projections say, Opening Day in St. Louis is always a day of optimism and excitement. The radio and TV crews capture it beautifully, and in the case of this season, it was rain delay and all.

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In Case You Missed It

Earlier this week, Derek Futterman published a piece he had been excited about for a long time—an interview with Jim Rome. And let me tell you, the piece was EXCELLENT!

It’s been really cool to see Rome’s resurgence and how he has adapted to the ever-changing media landscape. I often use what he’s doing on X as an example. He’s delivering content directly to the audience rather than making them come to him, and he’s making it accessible to absolutely everyone. I have to believe that strategy is paying off for him in a big way.

I especially liked what Jim told Derek here:

“If I take care of the show, the show will take care of me and the people who work for me, but it’s not about me. I check that bleeping ego at the door every single day and make sure the people who matter most are happy with me and the show.”

You can read the full feature by clicking here.

Barrett Media produces daily content on the music, news, and sports media industries. To stay updated, sign up for our newsletters and get the latest information delivered straight to your inbox.

The Pulse: What Are You Doing To Create Your Legacy?

Jeff Lynn
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The Pulse: What Are You Doing To Create Your Legacy?

When I first considered writing this column, my initial thought was that it was, frankly, a relatively weak idea. And it may still be, but a couple of things happened this week that made me decide to give it a shot.

I wrote feature pieces, one on Bob Rivers’s legacy and the other with Throwback Nation CEO and host Tony Lorino.

Something emerged from those two pieces and the social media comments that seemed to strike a nerve.

Rivers’ friends, BJ Shea and Paul Anderson spoke of his kindness, loyalty, and gratitude for life. Anderson said that even as he knew his time was short, “he just had such gratitude for his life and no bitterness at all.”

Lorino spoke of the need for the radio industry to be complimentary and kind to one another, saying, “The most important thing right now for radio people to do is to support each other and complement each other when you think someone is doing something good.” If you see someone trying something on a social platform and sharing a video from on the air, send them a DM and say, ‘Hey, that’s really cool.” 

Lazer 103.3 Des Moines morning co-host Mike Wickett highlighted that part of the story in a Facebook comment, saying, “This is so important.”

I wrote last week that the radio industry needs to do a better job addressing its members’ mental health. That, too, received a great deal of positive feedback.

I worked in a market where the competitor and I had few boundaries when it came to outdoing each other. This included when his station called and changed the message on a banner we were flying behind an airplane at a stadium concert.

We would compete like hell and then have a beer together. To this day, I consider him a mentor and a great friend.

Times are tough these days. Many people constantly look over their shoulders, wondering if they are the next target for budget cuts.

Reaching out and complementing someone, even in your market, doesn’t make you look weak. The brotherhood and sisterhood that were once enjoyed by so many of us are slipping away.

I recently met two young talents. Kadie Daye and Paisley Dunn-Banks. They are the future of radio. When we meet these people, let’s take a moment to encourage, mentor, and nurture them. There’s not much of a farm team anymore. I would hate to see them become jaded, like people we can all think of.

And the veteran talent. I’ll bet you will be surprised by the reaction you get just by reaching out with a compliment.

This has begun to sound like the plot for a Hallmark movie. But when you are gone, and someone asks your friends, like I did Bob Rivers’, what is your legacy? How would you like to be remembered?

Community Connections:

Audacy Pittsburgh’s radio stations joined together to provide 258,000 meals with its Giant Eagle Feed the Need Radiothon. The meals will help those facing food insecurity in the Pittsburg area.

104.1 KAFE Bellingham, WA, partnered with the Children’s Museum of Skagit County for the first-ever Basics for Babies event.  The event raised nearly $16,000 for local families in need.

95 Country in Natchez, MS, held its annual 95 Country Cares for St. Jude Kids Radiothon. This year’s total of $56,237 exceeded last year’s total by nearly $5,000.

In the aftermath of recent Arkansas tornados, Saga’s Jonesboro Media Group provided hot meals to first responders, storm victims, and volunteers in three particularly hard-hit area communities.

Industry Happenings:

Artists and performers have been announced for the annual CMA Fest, which will take place June 5-8 in Nashville. The stage lineups are here.

The 2025 NAB Show is just around the corner, April 5-9, in Las Vegas. Familiarize yourself with all things NAB here. Look for an app soon. Next week, I will have a feature interview with NAB President and CEO Curtis LeGeyt, who will offer insights into this year’s show and provide valuable advice for first-time attendees. 

Add Ons:

“Southern Soul Mix with Jammin’ Jay” is a new mix show launched by Superradio Networks. Hosted by Jammin’ Jay, the show will showcase Southern R&B, blues, and funk

“Classic Rock U,” hosted by Adam Reader as the Professor of Rock, has surpassed 20 affiliates. The show launched six months ago through syndication partner Skyview Networks.

Barrett Media produces daily content on the music, news, and sports media industries. To stay updated, sign up for our newsletters and get the latest information delivered straight to your inbox.

ALT AZ 93.3’s Monique Rodriguez Is A Radio Nerd and Open Book

Charese Fruge
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ALT AZ 93.3’s Monique Rodriguez Is A Radio Nerd and Open Book

Monique Rodriguez is the midday host and host of “Homegrown with Mo!” on ALT AZ 93.3 in Phoenix. She also handles some Social Media content for the station’s small staff.

Another Top 20 show on the Barrett Media 2024 list, she was born and raised in Mesa, AZ. Rodriguez says she has always been a massive radio nerd. “From recording songs and DJs on tape to calling in and trying to win tickets. It’s how I discovered music in the 90s, along with being raised on MTV, VH1 and BET. Ooo and The Box, does anyone remember The Box?,” she asks.

In 2011, Rodriguez was working as a massage therapist, helping people recover from injuries, but something was missing in her life. “I kept feeling this calling to do something in entertainment,” she explains. “I was a fan of radio ever since my mom won us tickets to see Batman Forever (the best Batman movie ever) in the late 1900s. So, I quit massage and enrolled into a radio school in Denver, only to have my appendix burst two weeks before moving, and all that money saved up was goneski”

“As much as it sucked, it was the best thing to happen to me because I ended up interning for X1039 (RIP) as a promo assistant, working my way up to morning show producer within a year. I eventually moved on to 98KUPD, where I started all over as a promo kid, and worked my way up again to a weekender and fill in. That made me the first female voice on an all-male station in eight years.”

“Eventually I caught the ear of Trip Reeb, who lured me away from KUPD when we switched our Classic Rock sister station, KDKB, to Alternative. I went from nights to middays to mornings and now happily back in middays. We just celebrated our ten-year anniversary.”

“I keep making this joke that I’m an emotional support DJ because the number of calls I get from listeners during the day that just want to vent or talk about their lives is unreal,” says Rodriguez. “But I also have to remember, I have grown with them in the last ten years.”

“I have been there through so many amazing and difficult times in their lives, and so have they with mine. It’s crazy to think how many people’s lives you affect every day, even if you can’t see it. I also try to make middays fun because I wanna have fun. Plus, the world is always on fire; we all need a good distraction.”

Rodriguez says the craziest thing that has happened to her over the years was getting the opportunity to cover the horror movie “The Nun” for the station. “I got sent out to Mexico City for the premiere inside of an old, run-down convent at the top of a mountain during a crazy rainstorm that made the experience even more terrifying,” she explains. I’ll never forget that!”

“My biggest accomplishment over the years was getting to do mornings,” says Rodriguez. “It had been a dream of mine since my mom won those movie tickets through our favorite morning radio show in the 90s. To be able to do it for three years and compete as a one-woman show against a 3+ morning show, mainly all male, was pretty badass.”

“The biggest challenge for me over the years was stepping away from mornings during COVID,” she adds. “I was not in the right headspace. Depression hit really hard for me. The thought of possibly being let go every day was ruining my mental health.”

“Radio was my life, so the thought of losing the one thing I really wanted felt like I’d rather delete myself. Then, when I moved from mornings to middays, I felt this sense of relief but a massive amount of failure. I was looking at middays as the end of my career, which turns out it wasn’t, just a chance to make things better and learn from my experience.”

“It took me a few years to work through it (thanks therapy), but once I started to accept the things I can’t control and falling back in love with what I do, it turned out it was a massive lesson of figuring out who I really am and not letting my career define me.”

Rodriguez has no shame when it comes to what she loves most about the business. “I’d be lying if I didn’t say THE PERKS,” she admits. “Do you know how many killer shows we get to see in a month? I don’t have enough appendages to keep count. Plus, the opportunity to sit and chat with some of your musical faves and pick their brain on why they wrote a certain song or share your common interests. I’ve been very fortunate to have that. Plus, tickets are insanely expensive now, so I’m saving a ton of money, too.”

The Mo! Show

What’s missing from the industry right now? “The supporting and conditioning of the next generation of on-air talent,” she says. “In the last few years, I have seen and heard from less and less people wanting to get into radio or even breaking through in radio.”

“With so many companies downsizing and stretching talent thin by broadcasting an evergreen show to multiple cities, it just really waters down the potential of what radio could be again. Especially since it’s been proven time and time again that personalities (especially local) can win you over more than music that can be heard anywhere.”

“To fix that, it has to start with us!” She says. “We need more mentors. More talent that wants to see future talent succeed and carry the radio torch for others versus looking at them as a threat. I was one of these promo kids coming up and wished I had more exposure to people who wanted to help me hone in on my craft. Especially if they’ve got the one thing you can’t teach: a personality. I’m sure we can cultivate a better environment to help them grow.”

“As for me growing on a professional level, my big project right now is learning how to physically DJ. I keep having all these songs pop into my head and blend together, so I need to put them somewhere so I can finally get some sleep instead of singing The Lonely Island’s ‘Sushi Glory Hole’ in my head for a few hours.”

“Oh, and I am suuuuper passionate about supporting the local music and art scene in Phoenix. It’s been an honor to witness firsthand the amount of talent we have, not just in the valley but throughout Arizona in all different genres. That’s why I host a local show on Sunday nights called ‘Homegrown with Mo!’ It’s about an hour’s worth of handpicked music through submissions and word of mouth.”

“On top of the radio side of it, my wife and I also film our own ‘tiny desk-ish’ performances for YouTube and other social platforms because that’s where everyone is looking. I’m definitely looking to build Homegrown into something bigger than I ever have this year and next since the ten-year anniversary for that is coming up in August 2026.”

Follow The Mo Show @MoRoRadio on all platforms.

Barrett Media produces daily content on the music, news, and sports media industries. To stay updated, sign up for our newsletters and get the latest information delivered straight to your inbox.

Why News Media Members and Outlets Need to Guard Aganist a Herd Mentality

Krystina Alarcon Carroll
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Why News Media Members and Outlets Need to Guard Aganist a Herd Mentality

Herd mentality “news” is the most manipulative kind of news media outlets have come up with… and its everywhere.

We aren’t talking about your digital filter bubble. Quite simply, we’re talking about the sound you get in the field or during a formal interview. Then turn into 10-second bites for your package, VO/SOT, or whatever piece (or pieces) you are creating for the day. 

The measles outbreak, which has fallen out of it’s annual newscycle appearance, is a prime example. The 1969 episode of The Brady Bunch went viral among the pro-vaccine choice movement as proof this vaccine was never a big deal. While Carol Brady had her hands full with her unvaccinated children, the rest of America was just beginning to vaccinate their children for the disease (it was first introduced in 1963). 

Today, it’s hard to find a mom with six kids, let alone a mom with six unvaccinated kids. But they do exist. Which is why their voices need to be included in your story. For decades, mainstream media outlets have been proponents of pro-vaccination voices. So much so that many young people in news media (and even the not-so-young ones) are unable to recall a time when we last heard a pro-vaccine choice voice who was reasonable and not portrayed as a psychopath. This likely happened because of herd mentality reporting. 

Merriam-Webster defines “herd mentality” as “the tendency of the people in a group to think and behave in ways that conform with others in the group rather than as individuals.” Quite simply, outlets have used so many man-on-the-street soundbytes of pro-vaccination ideals it is now a foreign idea to us to be pro-vaccine choice. 

Parents are obviously not the only sound we put into our packages. Doctors and “experts” always love to put their two cents in, too. If either get into vaccination, you as a journalist should stop them. It is between an American and their doctor if vaccination is right for them or their loved one. Generic soundbytes on how everyone should be vaccinated are more than just unwarranted advice. It is unethical for journalists. 

Now, I know what everyone is thinking: What about reporting on disease prevention? Vaccination is the best way to prevent infection, shouldn’t we the media be advising on how to prevent diseases spread? In short, no. 

Here is the problem: you don’t know what kind of pre-existing conditions your audience has. Meaning your unwarranted advice might not be the best for them. What is best for them is maintaining journalistic integrity. You also probably don’t know if the doctor you are interviewing receives kickbacks from drug companies (which is illegal). It is not up to the media to be proponents for vaccine usage. 

One good way to stay neutral is if you do use sound of a pro-vaccine doctor or parent, you must have a pro-vaccine choice voice in the piece, too. This is something many outlets missed during the outbreak of COVID and the more recent measles outbreak.

A second way is just avoid putting any advice or “prevention practices” in your piece. Instead, do this:

  1. Say what measles is 
  2. Tell the viewer is how your body reacts among common cases
  • One-liners about what happens in rare cases are acceptable but making this the basis of your story and blowing over what is common among people is showing you lack journalistic integrity.
  1. Sound from a doctor on the best way to treat measles (and what to do in a rare case) 

Additionally, vaccination is not a left vs. right issue. There are as many crunchy granola lib moms who don’t want their kids vaccinated as there are conspiracy theorist conservative moms who want the same thing. 

This journalist sense should not just be reserved for reporting on infectious diseases but across all sorts of news. You might have noticed I’ve been using the terms “pro-vaccine” and “pro-vaccine choice” in this piece. Using the phrase “anti-vaccine” does not give a summation of what some parents, doctors, (and Robert F. Kennedy Jr.) want. What they are asking for is simply the right to choose when and if you/your child gets vaccinated with anything. 

When your agenda is just news, the job is simple. Gather facts not opinions. Herd mentality is one way journalistic standards have become blurry over the years. This was the first step in journalist bias and it dates back to the late 1800s and early 1900s. Journalists took an ideal/narrative and made it seem like it was commonplace to convince readers to join the crowd.

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Fortunately, at Barrett Media, our reporting is always neutral and factual and there is no blur in the standards of this organization. Under Jason’s strong leadership and Garrett’s seamless editing skills, facts are paramount. (Correct, we don’t report on measles but you get my point. In order to work here you must have high journalistic integrity.) This is why its so hard to say goodbye. 

For nearly a year and a half you have welcomed me onto your screens and for this I am very grateful. While my column and feature writing will be taking a pause, I will still be writing. Looking forward to connecting with you again in the future. 

Stay strong. Stay factual. Most importantly, always branch out of your filter bubbles. You never know what you may learn from the other side of politics… provided you are open to it. 

Barrett Media produces daily content on the music, news, and sports media industries. To stay updated, sign up for our newsletters and get the latest information delivered straight to your inbox.

Ratings Roundup: NBC Nightly News Sees Decline After Lester Holt Announced Upcoming Departure

Garrett Searight
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Ratings Roundup: NBC Nightly News Sees Decline After Lester Holt Announced Upcoming Departure

The Lead

On Monday, February 24th, NBC Nightly News anchor Lester Holt revealed he would step away from the venerable newscast later this year.

Holt has been the anchor of the program for the past 10 years, and 17 years if you include his tenure as host of the weekend version of the program.

As a mainstay for NBC Nightly News, the departure of Lester Holt was a big news story. And that upcoming loss has coincided with a ratings decline for the NBC News program since the announcement was made.

In the four weeks preceding Holt’s announcement, NBC Nightly News averaged 6.8 million total viewers. That positioned it well ahead of third place CBS Evening News, which averaged 4.6 million viewers during the time frame, but behind ABC World News Tonight, which averaged 8.3 million viewers.

Since Holt revealed his impending departure, NBC News has averaged 6.2 million total viewers, a decline of nearly 8%.

The viewership drop is steeper in the Adults 25-54 demographic. In the four weeks before Holt’s announcement, the network averaged just over 1 million viewers for its nightly newscast. Since that February 24th date, the program has averaged 912,000 viewers, a decline of more than 11%.

NBC News isn’t alone in the ratings decline, however. ABC News has seen a drop of more than 6% of its total audience in the same timeframe, while CBS News has seen a drop of greater than 9% in the window.

Lester Holt will be replaced in the anchor chair at NBC Nightly News by Tom Llamas later this spring.

Fox News Stays On Top of Cable Despite March Madness Competition

Fox News finishing as the top overall cable network isn’t anything new or unexpected. But during the week of March 17th, the network earned the top spot in spite of increase competition.

On Tuesday, Wednesday, Thursday, and Friday of that week, NCAA Tournament games aired on TBS, TNT, and truTV in primetime.

And yet, Fox News held the top spot in the primetime rankings in the cable television space. For the week, the network averaged 2.9 million total viewers.

With the increased viewership for the Warner Bros. Discovery cable channels, MSNBC dropped to fifth place in the overall cable landscape with an average of 1.1 million viewers in primetime. In the previous week, MSNBC was third overall with relatively the same numbers.

CNN tumbled to ninth with an average of 523,000 viewers. The network was down just slightly for the week, but the jumps by TBS, TNT, and truTV shuffled it lower in the rankings.

Newsmax finished tied for 21st with 293,000 total viewers. NewsNation was 60th with an average primetime audience of 90,000.

In the total day cable ratings, the power of the cable news format remained on display. Fox News nearly tripled second place MSNBC for the top spot with 1.78 million viewers. MSNBC featured an average total audience of 609,000, while CNN was seventh at 405,000. Newsmax climbed into the top 20 in the category with 195,000 viewers, while NewsNation was 66th with an average of 48,000 total day viewers.

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MLB.TV Goes Down Amid Opening Day Games

BSM Staff
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MLB.TV Goes Down Amid Opening Day Games

As the Major League Baseball season started on Thursday afternoon, the MLB.TV streaming service has been reported as experiencing apparent outages for users across the country. Baseball fans aiming to tune in and watch their favorite team strive for their first win of the new campaign were unsuccessful in their efforts, displaying an era reading, “We had some trouble loading the game, please try again later.” The occurrence takes place as local broadcasts for 27 of the 30 MLB teams are available through direct-to-consumer services.

DownDetector, which tracks outages across websites and mobile services around the world, experienced a spike in reports surrounding outages for MLB.TV. The service registered more than 22,000 reports at 4:00 p.m. EST hour, which coincides with the start time for several of the Opening Day games airing on regional sports networks.

The service currently charges $149.99 per year for access to all teams throughout the year, along with MLB Network throughout the 2025 season and offseason. MLB Commissioner Robert D. Manfred Jr. has expressed a desire to refine the league’s media rights strategy when its national deals with FOX Sports and Warner Bros. Discovery expire in 2028. The league and ESPN agreed to a mutual opt-out of its national contract following the 2025 season, a deal for which the network reportedly pays $550 million per year.

The MLB.TV video service first launched in August 2002 and has been a resource for baseball fans looking to view out-of-market games for teams around the sport. The platform set a new record last season of 14.5 billion minutes watched, which was up 14% compared to the previous year. In addition to this media platform, the league is also producing and disseminating game broadcasts for the Arizona Diamondbacks, Cleveland Guardians, Colorado Rockies, Minnesota Twins and San Diego Padres.

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NBA Commissioner Adam Silver Weighs in on LeBron James, Stephen A. Smith Conflict

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NBA Commissioner Adam Silver Weighs in on LeBron James, Stephen A. Smith Conflict

Speaking at the NBA Board of Governors meeting today in New York, NBA Commissioner Adam Silver was asked about the biggest topic surrounding his league. In response to a question referencing how he discussed the game’s coverage on JJ Redick’s podcast last year, the commissioner was specifically asked for his take on the ongoing spat between ESPN’s Stephen A. Smith and Los Angeles Lakers forward LeBron James.

Although Silver did not have exact knowledge of the back-and-forth exchange between the two, he did mention that his phone was quite active today while he was in meetings with the board.

“I just ended board meetings that began at 8 a.m. this morning. I would say my phone was in front of me, and I received several texts that said, ‘Are you watching this?’” said Silver. “I said, ‘What’s this?’ and they said, ‘Stephen A.’ So I saw some of the headlines that came out of it.”

The commissioner then referenced an ongoing conversation he had been having with Joe Dumars, the executive vice president and head of basketball operations for the NBA, about how the league is discussed in the age of social media. He specifically highlighted how the debate often revolves around which player is the greatest to ever play the sport.

“We’re a particular sport in which that kind of debate seems to be part of the DNA of this league,” said Silver. “I’m jealous sometimes. It seems that in other sports that I’m a fan of, when I watch the coverage—particularly around the games—it tends to be more celebratory than it is in the NBA. However, I accept it, and we’re often the beneficiary too. There’s seemingly as much social media interest in this league at times as in all the other leagues combined.”

Silver admitted that he occasionally cringes when watching coverage of the league. However, he acknowledged that overall interest in the league and its players has risen during his tenure leading the association. That said, he did express a preference for a different type of coverage—one that focuses more on the game itself rather than the kind of discourse currently happening between James and Smith.

“I haven’t had an opportunity to watch or read precisely what went on today,” noted Silver. “I would like the focus to be on the play on the floor. I particularly feel protective of our players, of course, but I also recognize that there’s an industry out there—a media landscape that we are often the beneficiary of—that talks about our sport around the clock. Still, I sure wish it would never become personal.”

During the press conference, Silver also expressed his satisfaction with the league’s television ratings, which have rebounded from earlier-season lows. Furthermore, he stated that he is pleased with the league’s overall position heading into the postseason. In addition, he addressed potential expansion, noting that there were no new developments on that front. However, he did mention that the declines in viewership on regional sports networks remain a key factor in determining how the league will move forward.

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Omaha Productions Gains Investment From Patrick Whitesell

BSM Staff
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Omaha Productions Gains Investment From Patrick Whitesell

Omaha Productions announced today that they have sold a minority stake to an investment group led by Patrick Whitesell, the former executive chairman of Endeavor. Whitesell made the investment through his new Silver Lake-backed firm and, as a result, joins Peter Chernin’s North Road as a backer of former NFL quarterback Peyton Manning’s media company.

According to a report in The Hollywood Reporter, the closing of Endeavor’s take-private deal ultimately led Whitesell and Silver Lake to launch a new investment vehicle that aims to invest in sports and entertainment.

Meanwhile, financial terms of the investment have not been disclosed.

Whitesell told The Hollywood Reporter that, due to his ownership stake in Endeavor, the lone restriction he must follow is that if he invests in a production company, he will not own more than 20 percent of the company he’s investing in. Furthermore, he went on to tell the publication that, aside from that lone restriction, there are no additional limitations.

“Omaha’s strong track record of creating engaging content puts them in a strong position to capitalize on new opportunities across entertainment and sports,” said Whitesell in a statement. “Partnering with Peyton, Jamie, and the Omaha team is such a clear choice as the first investment for our new venture, given their impressive track record, the strength of the business, and commitment to applying the same energy to continuing the company’s growth.”

In addition, Manning’s Omaha Productions agreed to a nine-year deal with ESPN last year, bringing the Manningcast and other programs—including Peyton’s Places—to the network. Beyond this agreement with ESPN, the production company has successfully sold over 30 shows and documentary films to a range of networks and streaming platforms.

“All of us at Omaha are excited to get to work with Patrick and Egon [Durban] as our new teammates to grow the business and create new opportunities for fans,” said Manning in a statement. “Peter Chernin and his team have been great partners over the past two years and have helped us build a strong foundation. I’m very excited for all of us to work together to continue to build Omaha.”

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Eric Allen Moves On From B105.7 Indianapolis

BMM Staff
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Eric Allen Moves On From B105.7 Indianapolis

AC B105.7 Indianapolis Music Director/PM Driver Eric Allen is leaving his position.

Posting the news on Facebook, Allen wrote, “A new season approaches … Friday will be my last day at Eric Allen on B105.7. I’ll be embarking on a new radio adventure (more on that another time).”

“I’m grateful for the last 6+ years. Through a pandemic and ownership change, it was quite the ride! I got to play the music I grew up listening to, had the chance to see some great concerts, interview rock and roll hall of famers, and (mostly) did my show from a studio with the best view of the city.”

“I never publicly mentioned my ratings, but I’m proud that for the vast majority of my time there, I hosted the top afternoon show on the top station in Indy. That comes when you are surrounded by and led by talented people. Thank you to them!

“To the listeners – thank you! Radio is always about you! I’m grateful that you allowed me to be part of your life – I hope it made your afternoons a little better and brighter!  And in a weird confluence of schedules and timing, my last show will be 8 hours (11a – 7p)?!!?  You’ll be ready for a break from me by then!”

Allen is known for his years in Christian radio and 14 years with EMF.

Photo B105.7 website

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