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NFL Preseason 2024: Top Storylines to Watch

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NFL Preseason 2024: Top Storylines to Watch

As the NFL gears up for another thrilling season, the 2024 preseason is already brimming with intriguing storylines that promise to shape the contours of the coming year. From high-profile rookie debuts to pivotal quarterback battles, each storyline offers a glimpse into the strategic adjustments and dramatic shifts that could define the league this year.

Quarterback Battles Take Center Stage

As the 2024 NFL preseason unfolds, the spotlight intensifies on several high-stakes quarterback competitions shaping team dynamics across the league. The Pittsburgh Steelers have ignited one of the most talked-about situations, positioning Russell Wilson against Justin Fields. After trading Kenny Pickett to the Philadelphia Eagles, Pittsburgh has thrown its full support behind Wilson, who was released by the Broncos. This sets the stage for a gripping contest between experience and potential as Fields seeks to establish his place. While Wilson is almost certain to start Week 1 barring any injury, any sign of struggle could prompt head coach Mike Tomlin to make a switch.

Out West, the Las Vegas Raiders have their own quarterback conflict, with Gardner Minshew and Aidan O’Connell vying for the top spot. This competition promises to redefine the team’s offensive strategy, demanding adaptability from both players as they navigate the Raiders’ playbook.

The Vikings drafted J.J. McCarthy No. 1 overall but that doesn’t mean he’s going to be given the starting job right away. He’ll have to earn it in a battle with Sam Darnold who figures to be the early favorite to start the season. However, how these two do in training camp and the preseason will go a long way in determining who starts Week 1.

Meanwhile, the Atlanta Falcons insist there’s no quarterback controversy and that Kirk Cousins is the full-time 2024 starter. However, the second they drafted Michael Penix with the 8th overall pick it put all options on the table. Like the Steelers’ situation with Wilson, any sign of struggle from Cousins could very well lead to a switch at quarterback.

Each of these quarterback situations not only highlights the transitions within the teams but also sets the tone for what fans can expect as these teams strategize for optimal performance in the upcoming NFL season. These duels are more than just competitions for starting spots; they are a significant part of the teams’ evolving narratives and their hopes for success in a fiercely competitive environment.

Rookie Watch

The rookies are also drawing significant attention this preseason, with teams keen on gauging their investments. A lot of attention will be on the rookie wide receivers following one of the most impressive draft classes in recent history.

For instance, the San Francisco 49ers have high hopes for Ricky Pearsall, who is expected to make a substantial impact in Kyle Shanahan’s offense. His performance during the training camp and preseason games will be crucial in determining his role in the upcoming season along with Brandon Aiyuk’s future who has hinted he wants out of San Francisco​. Eyes will also be on whether rookies Rome Odunze, Keon Coleman, Brian Thomas Jr., Xavier Legette, and Ladd McConkey can solidify starting roles in 2024 for their respective teams. Meanwhile, Marvin Harrison Jr. and Malik Nabers could very well be battling it out for Rookie of the Year.

Injury Concerns and Comebacks

Injury updates are always a key focus in the NFL preseason, and this year is no exception. For the Minnesota Vikings, they are closely monitoring the progress of tight end T.J. Hockenson who had surgery to repair a torn ACL and MCL​. Hockenson is expected to miss all of the preseason, and although he’s optimistic he will be ready for the season opener, the Vikings have not committed to saying he will be cleared by then.

Several players are recovering from Achilles’ tears that ended their 2023 seasons. Quarterbacks Aaron Rodgers and Kirk Cousins have been rehabbing and are set to be ready for the preseason. Running back J.K. Dobbins, now with the Los Angeles Chargers, is more questionable than the other two. While he’s expected to be ready for the fall, he will likely be held back some early in the season before being given the green light.

Other players who suffered season-ending injuries but are expected to be ready to go in Week 1  include Daniel Jones, Joe Burrow, Tank Dell, Nick Chubb, and Anthony Richardson.

Economic Implications: NFL Teams and Betting Insights

As the 2024 NFL preseason unfolds, the economic ramifications for NFL teams and the betting industry are palpable. With every pass thrown and every touchdown scored, the dynamics of NFL betting markets react almost instantaneously, reflecting the performances that could hint at regular season outcomes. Analysts and bettors alike scrutinize preseason games to adjust their forecasts, understanding that these early games, while not counting towards official standings, are indicative of team potential and player readiness.

This natural intersection of sports performance and betting insights provides a unique perspective on the value and expectations surrounding players and teams, influencing everything from fantasy football drafts to real-time betting odds. This economic lens adds yet another layer of intrigue to the preseason, blending fandom with financial implications in a way that only sports, and especially the NFL, can.

Contract Negotiations and Team Dynamics

Contract disputes and negotiations are also shaping the preseason landscape. Brandon Aiyuk’s contract situation with the 49ers could lead to significant implications for the team’s salary cap and roster strategy. His potential holdout or trade could significantly impact the team’s offensive scheming​. As mentioned earlier, how rookie Ricky Pearsall progresses could impact what the 49ers decide to do with Aiyuk.

Emerging Themes and Strategies

Teams are also using this period to refine their strategies and integrate new plays. The introduction of fresh offensive and defensive schemes is particularly evident in teams like the 49ers, who are experimenting with new additions in their lineup and assessing their impact during the preseason games.

Conclusion

The 2024 NFL preseason is not just a series of exhibition games; it’s a critical phase for strategy development, player assessment, and team chemistry building. As these storylines unfold, they not only entertain but also offer insights into the tactical evolutions within the league. Whether it’s through the resolution of quarterback controversies, rookie performances, injury management, or contract negotiations, each element will play a crucial role in shaping the upcoming NFL season.

With so much at stake, the preseason remains an indispensable part of the football calendar, providing fans and teams alike with glimpses of what to expect in the eagerly anticipated regular season.

Mark Levin Signs Extension with Cumulus Media

BNM Staff
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Mark Levin Signs Extension with Cumulus Media

Cumulus Media and Mark Levin have announced he’s signed a contract extension to remain with the radio giant.

The Mark Levin Show currently features more than 400 affiliates nationwide and is heard in 21 of the top 25 markets.

In addition to his multi-year extension, Levin will develop and host a new podcast series for the network, which Cumluls calls it’s “first-ever original content podcast series.”

“This has been my radio home for 23 years, and I am more excited than ever – especially during these tumultuous and historic times – to continue my relationship with my first-rate broadcast partners for many years to come,” said Levin. “I understand my obligation is to serve the millions of patriotic Americans in the audience. I am blessed to do what I do, and I am committed every day to providing detailed analyses of current events along with historic context, commentary, and my in-depth perspectives to deliver the very best broadcasting I am able to share with our many listeners.”

“Mark is a powerful and influential voice with an incredible ability to establish strong relationships with his listeners while driving tremendous results for his advertising partners,” added Westwood One President and Cumulus Media Executive Vice President of Corporate Strategy & Development Collin Jones. “Mark has been dubbed ‘The Great One’ for his ability to concisely break down the day’s most significant topics, and we are thrilled to grow our partnership with him for years to come.”

The Mark Levin Show is heard live from 6-9 PM ET. In addition to his radio show, Levin also hosts a weekend program — Life, Liberty and Levin — on Fox News which airs on both Saturdays and Sundays. His new contract with Westwood One and Cumulus Media replaces the “lifetime extension” he signed with the network that was set to expire in 2025.

ESPN Networks to Broadcast Nathan’s Famous Hot Dog Eating Contest

BSM Staff
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As the Fourth of July draws closer, ESPN has announced its broadcast plans for the 2024 Nathan’s Famous Hot Dog Eating Contest from Coney Island in Brooklyn, N.Y. ESPN has the exclusive live broadcast rights from 10:45 a.m. EST until the conclusion of the event, marking the 21st consecutive year in which the company will televise the competition. Jeremy Schaap, host of E60 and Outside the Lines, will host the event along with Rich Shea, the president of Major League Eating, the organization that sanctions the event. Tiffany Greene, a college sports play-by-play commentator for ESPN, will provide on-site reporting for the broadcast.

Coverage of the women’s competition will start at 10:45 a.m. EST on ESPN3, during which Miki Sudo will aim to defend her Mustard Belt title. The men’s competition begins at 12 p.m. EST on ESPN2 and will be re-aired at 5 p.m. at 9 p.m. EST on ESPN. A new champion will be decided in the competition as a result of Joey Chestnut not participating following a sponsor conflict. Top male and female international eaters from various countries around the world will compete in the landmark competition from the corner of Surf and Stillwell Avenues in Coney Island.

“The Nathan’s Famous Fourth of July Hot Dog Eating Contest is arguably the most iconic sporting event in American history,” George Shea, chairman of Major League Eating, said in a statement. “Eaters from across the globe come to Coney Island to honor this celebration of freedom.”

During the competition itself, Miki Sudo and Geoffrey Esper will have isolation cameras on them airing on ESPN3. The Sudo camera will air at 11 a.m. EST and the Esper camera will be on at 12:30 p.m. EST for the competition. Sudo holds the world record in the women’s competition with 48.5 hot dogs and buns attained in 2020. Chestnut is the men’s world record-holder with 76 hot dogs and buns, a mark he set during the 2021 competition. Nathan’s Famous is also going to make its annual donation of 100,000 hot dogs to the Food Bank for New York City prior to the event.

ESPN Digital No. 1 in Sports for 27th Consecutive Month

BSM Staff
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ESPN Digital No. 1 in Sports for 27th Consecutive Month

For the 27th consecutive month, ESPN Digital was No.1 in the U.S Sports category in the month of May. Their data shows they reached 100 million unique fans in the month. When ESPN Digital is added to YouTube and the ESPN social platforms, ESPN reached 166.9 million unique fans, which is about two-thirds of all adults in the United States.

Continuing the domination in the digital space, the ESPN app was No. 1 in the mobile sports app category with 23.3 million unique fans. On YouTube alone, ESPN had 786 million minutes viewed in the month, which is up 63% year over year. The ESPN YouTube page currently has 12.1 million subscribers.

On the social side, ESPN social topped the sports category for the 35th straight month and generated more than 660 million engagements.

Gary Striewski Signs Multiyear Extension with ESPN

Derek Futterman
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Gary Striewski Signs Multiyear Extension with ESPN

After Gary Striewski anchored his first edition of SportsCenter in 2018 alongside Jay Harris, he evaluated his performance as being terrible and was glad it was over. On the night before he was on the air, he could not sleep and felt an abundance of butterflies lodge in his stomach. Although he thought there was nothing wrong with the show itself, the realization of a dream that spanned parts of two decades engendered individual feelings of disquiet and uncertainty for him within his debut. Six years later, Striewski has reached a new contract with the network, Barrett Sports Media has learned.

ESPN has re-signed Striewski to a new, multiyear deal in which he will continue hosting SportsCenter, a position he has held regularly since 2022, along with appearing on other company programming. Wanting to stay with ESPN was a facile sentiment for Striewski to possess because of its sustained levels of success and involvement in many different ventures within the sports media landscape. Throughout his time with the network, he has been featured across its linear television and digital platforms, demonstrating adept versatility and sweeping appeal.

“Most importantly, and I know it’s priority No. 1 at the network, is retaining and creating and facilitating the ushering in of this next sports fan generation,” Striewski said. “I’m talking about the Gen Z, and even to a certain degree, some younger millennials because millennials like myself and everybody older than that, we’ve been locked into ESPN for as long as we can remember, but it’s really just about making sure the future generations of sports fans know where to go for the most comprehensive content.”

When he envisions his future with ESPN, Striewski hopes to continue hosting SportsCenter alongside Randy Scott, his primary co-host on the show for the last three years. Striewski regards Scott as both the sharpest and funniest anchor that the network has and is grateful to be paired with him for three days a week. He marveled at Scott’s delivery and comedy from afar before they started working together and have been able to effectuate natural rapport during the show. In fact, Striewski finds it amusing when they are stopped and asked if they are friends, perceiving viewers to have skepticism towards the genuine nature of their amicability.

“It does challenge me to up my level – up my level of preparedness – every single show because I know Randy brings it every single show, every single highlight, every single read,” Striewski said. “I mean, he’s quicker than anybody I’ve worked with, so it’s cool to continuously be tested every single weekend with somebody I look up to like that.”

Striewski considers himself to be in a fortunate position with the company in that he is able to function as a bridge between generations of consumers. Outside of hosting SportsCenter on television, he anchors the Snapchat edition of the show as well, which was first established in the fall of 2017. When he first began anchoring the digital iteration of the program, 80% of its audience encompassing 2 million daily viewers did not know that SportsCenter was a linear entity.

“You’re seeing it every day when Randy and I do SportsCenter on the TV side, it’s, ‘Oh my gosh, Gary Striewski from Snapchat, now he’s on TV. I remember watching him in middle school, [and] now I’m in college,’ or, ‘I remember watching him as a high-schooler, and now I’m starting my professional job after graduating,’” Striewski explained, “so it’s cool to see that much growth and evolution in our viewership in just the six years that I’ve been there.”

The SportsCenter program itself has adapted as technology and digital media have made it more accessible for consumers to watch highlights or obtain scores independently. The genuine personalities conveyed on the airwaves render the program enjoyable for the viewers, in addition to the innovative means by which the content is presented. Drawing an analogy to everyday life, Striewski elucidated that people can cook every meal if they desire but will go out to a restaurant to have the experience of being served and waited on.

“They want ease of use, right, so yeah, you can still do all of those things yourself, but you know ESPN is going to do it and deliver it to you better than anybody,” Striewski said. “We’re the five-star restaurant, right? ‘Okay, yeah, we have food at home,’ or, ‘What if we go get this delicious meal? Yeah, we got to spend a little bit of cash, but the experience is going to be awesome, the result [is] going to be awesome, the product’s going to be awesome [and] the service is going to be awesome,’ and I think that’s what we could continue to do at SportsCenter.”

Being able to host editions of the show on linear television and Snapchat carries significance for Striewski, including the people whom he is able to reach. As the son of a veteran, messages that he received from servicemen and servicewomen resonated with him pertaining to the impact of the show on Snapchat.

Striewski said that some of the messages read that SportsCenter on Snapchat reminded deployed military members of home and provided a brief respite from their occupation. Every time he steps in front of the camera, he does not want to disappoint his audience and looks to prove that ESPN has made the right decision in keeping him as a part of its future plans.

“It’s about staying in that position and being one of the people that ESPN trusts to sort of usher in sort of, again, this future that continues to change and evolve as new, younger sports fans,” Striewski said, “maybe critical-thinking sports fans; sports fans that aren’t just concerned about NFL, NBA, MLB, NHL, but other sports that 10 years ago, 15 years ago, we weren’t necessarily covering as much or amplifying or getting the platform to.”

As part of his new contract with ESPN, Striewski will continue hosting podcasts and digital shows in the network’s portfolio, some of which include The Elle Duncan Show, Hoop Streams and The Kickoff. Constructing and continuing to build an organic following has allowed him to obtain an audience that he can rely on to follow and pivot with him as he continues to be a part of an array of programming.

Referencing a quote from Hall of Fame catcher Yogi Berra in which he said, “If you don’t know where you are going, you’ll end up someplace else,” Striewski is embracing the ambiguity in his journey towards an unknown destination. Wherever he ends up, he hopes to earn further responsibilities at ESPN within the new contract. Nonetheless, Striewski is excited to remain at the network and assist in executing its commitment to serving sports fans anytime and anywhere amid a dynamic, multiplatform media ecosystem.

“I don’t necessarily know where I’m going, but I know that where it’s going to be is going to be an evolution of where I’m at now,” Striewski said. “I hope it is still SportsCenter with Randy Scott, and I hope it is still living in that digital space. There are more than just me, but I do have the fortune and the ability to get to live in both worlds.”

Radio Projected to Garner Record Political Advertising Figures, AdImpact Study Shows

BNM Staff
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Political advertising is expected to make a large increase in 2024, and the radio industry will be a beneficiary of that growth.

Political advertising is projected to grow to $10.7 billion in 2024, according to a study from AdImpact. That figure represents a 19% increase compared to what was spent in the run-up to the 2020 presidential election.

Of that $10.7 billion, $381 million is estimated to be spent on terrestrial radio. A projected $5.35 billion will be spent on broadcast television, with cable TV to see $1.93 billion.

“As Presidential spending rapidly increases after the party conventions this summer, the 2024 cycle will set its pace to become the most expensive political cycle of all time,” the company said about its projections. “A concentration on seven key general battleground states will drive spending in the category.”

Senate races in those battleground states — coupled with competitive polls in the presidential campaign polls — will see high dollar figures spent.

More than a billion dollars will be spent in California alone while Arizona is projected to see $803 million, with Pennsylvania ($800M), Michigan ($684M) Nevada ($577M), Florida ($464M), Ohio ($464M), New York ($453M) and Wisconsin ($423M) all expected to see more than $400 million in political advertising spent during the 2024 campaigns.

Steve Mears Named Columbus Blue Jackets Television Play-by-Play Announcer

BSM Staff
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The Columbus Blue Jackets announced the addition of veteran NHL broadcaster Steve Mears as their new television play-by-play announcer. He takes over for Jeff Rimer, who retired after 20 years with the team at the end of the 2023-24 season. Mears will join Jody Shelley as color analyst for all televised games on Bally Sports Ohio.

Mears, 44, is a graduate of Bowling Green State University and spent the past seven seasons with the Pittsburgh Penguins, calling games on both radio and television. Prior to that he spent five seasons with the NHL Network.

“Steve Mears brings a wealth of experience having broadcast games to regional, national and international audiences for nearly two decades and we are excited to have him join Jody Shelley to deliver Blue Jackets hockey to our fans,” said Blue Jackets Vice President of Business Intelligence and Broadcasting Marc Gregory in a release.  “Much like his predecessor Jeff Rimer, Steve has a deep level of knowledge and enthusiastic dedication to our game which is evident every time he broadcasts a game.”

“It’s truly an honor for me, and I’m extremely grateful to have the opportunity to call games for The 5th Line as the television play-by-play announcer for the Columbus Blue Jackets,” said Mears.  “I’ve seen first-hand for many years, as far back as when I attended games as a student at Bowling Green, how loyal and passionate Blue Jackets fans are and how special game nights at Nationwide Arena can be.  With a great core of young, talented players, I can’t wait for the season to start and to work with Jody Shelley and our production team at Bally Sports Ohio.”

“Steve Mears is an accomplished broadcaster whose passion and excitement for the National Hockey League and its players is on full display when he is in the broadcast booth,” said Randy Stephens, Senior Vice President and General Manager of Bally Sports Ohio.  “We are excited to welcome him and believe he will be a great addition to our Emmy Award-winning coverage of Blue Jackets hockey on Bally Sports Ohio.”

NBC Sports Attains Record Viewership for U.S. Olympic Team Trials

BSM Staff
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NBC Sports Attains Record Viewership for U.S. Olympic Team Trials

NBC Sports recently broadcast the U.S. Olympic Team Trials, which included standout performances by Simone Biles in gymnastics and Sydney McLaughlin-Levrone for track & field, as athletes from around the country vied to earn spots at the Olympic Games Paris 2024. The event concluded Sunday night on NBC and Peacock as the most-watched Trials telecast in eight years with an average audience of 7.6 million viewers watching the action on NBC and Peacock between 8:36 and 11:03 p.m. EST. This is up by 29% from the 2021 U.S. Olympic Team Trials, which averaged 5.9 million viewers ahead of the Summer Olympics in Tokyo, Japan.

Sunday’s telecast amassed a peak audience of 8.2 million viewers from 10 to 10:15 p.m. EST as the gymnasts completed their final rotations. Biles, the most-decorated gymnast in U.S. history, finished first in the U.S. Olympic Trials and qualified for her third Olympic team.

Earlier in the night, McLaughlin-Levrone attained a world-record 50.65 in the 400-meter hurdles in the final event of the track & field trials. Viewership for the trials averaged 4.5 million viewers during the eight nights of competition on NBC and Peacock. This is representative of a 38% rise from the 2021 U.S. Olympic Trials in this category that realized an average of 3.2 million viewers.

Live prime-time television coverage of the U.S. Olympic Team Trials for swimming, diving, gymnastics and track & field across NBC, Peacock and USA Network garnered a 58% viewership increase from the previous trials in 2021, according to custom fast national data from Nielsen Media Research and metrics from Adobe Analytics. Moreover, live prime time coverage on NBC and Peacock secured an average audience of 3.9 million viewers, a 24% boon from the figure the company attained during its last broadcast of the trials in 2021.

Peacock and NBC Sports Digital platforms registered more than 488 million live minutes streamed of the U.S. Olympic Trials Competition. The metric is more than three times greater than the combined total of the 2021 U.S. Olympic Trials (79 million minutes) and 2016 U.S. Olympic Trials (53 million minutes).

NBCUniversal will broadcast the Olympic Games through 2032 as part of an agreement with the International Olympic Committee for $7.65 billion. The deal was agreed upon in May 2014 and started in 2021, and it will include future games in Milan Cortina, Italy (2026), Los Angeles, Calif. (2028) and Brisbane, Australia (2032) with a host city for 2030 yet to be selected.

NBCUniversal will implement several broadcasters, analysts and hosts at the Olympic Games, including Mike Tirico, Kelly Clarkson, Snoop Dogg, Peyton Manning, Jimmy Fallon, Maria Taylor and Michael Phelps. Peacock recently revealed that an A.I.-generated version of Al Michaels’ voice will narrate daily highlights in a new consumer feature within the OTT streaming platform. Coverage of the Olympic Games begins on Friday, July 26 at 12 p.m. EST with the Opening Ceremony and concludes on Sunday, Aug. 11. This will be the third time that the city of Paris hosts the Olympic Games since the modern iteration of the event was created 130 years ago.

Radio’s Audience is Aging, but Older Talent Can’t Catch a Break

Demetri Ravanos
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Radio’s Audience is Aging, but Older Talent Can’t Catch a Break

Hacks has become one of my favorite shows in recent years. I think it’s insanely funny. If you aren’t watching, you should, especially if you’re in radio, because this past season featured a storyline about older talent and aging audiences that is worth considering.

In the show, Deborah (an aging comedian based on Joan Rivers) is up for a job hosting a late-night talk show. Initially, the network wants to hire a hot young actor, who is popular with people in their 20s and 30s. Deborah’s agent fights back, arguing that his client being in her 70s should be viewed as an asset, not a problem. After all, she’s a vibrant entertainer and people in their 70s are the ones watching late-night TV anyway. Wouldn’t that be a more attractive option rather than chasing an audience that is never going to sit down and watch the show anyway?

As I look at the BSM jobs page, I see openings all over the country. Houston, Pittsburgh, Nashville and Kansas City all need hosts. I know a lot of those programmers and I am sure they are going to try to make an impact. They are hoping to find someone who can be a centerpiece of their lineup for years to come, but who are they trying to satisfy with the hire?

I have harped on this a lot in recent weeks. Terrestrial media is not popular with young people. They come to watch games, but they are never going to organize their day around a station or network’s lineup the way people did in the 90s and early 2000s. It’s important to find ways to appeal to them, but it’s more important to serve the audience we still have.

These searches will go on for a bit and history tells us that some talented people are going to be passed over because they are on the wrong side of 40 or 50. It won’t be explicitly stated, but when they ask what they can do better the next time, the decision-makers will tell them that they need to be more social media savvy or more creative in the way they create content. History also tells us that even if these men and women work on those things, they will get the same result next time.

Why not take the lesson from Hacks to heart? Who is listening to sports radio? Shouldn’t we at least consider catering to their tastes when making these hires?

Radio isn’t alone. Media of all types are at a crossroads and trying to figure out what the right moves are. Not every company is acting like the big radio companies, but many are. That means you need to have a plan for tomorrow while not losing any ground today. It’s a very small needle to thread.

I used to work with a guy that was in his early 40s. He was so fed up with this kind of thinking from companies that he decided all that mattered was being entertaining. He was being paid for what he did on the radio, so he was going to focus on the radio show. Anything else was not worth his time.

His approach wasn’t right, but it also wasn’t entirely wrong. Talent rarely get bonuses from their social media engagement. The big 3 radio companies say all the right things, but if a host’s ratings are in the toilet, the number of followers or downloads he has will not save his job.

The audiences on various social media platforms are aging just like everyone else. People in their late 40s and 50s may not spend as long on these platforms as younger audiences do every day, but they are very much there. My 73-year-old mom has a TikTok account now! She isn’t looking for young creators or creators her age. She’s just looking for videos that excite her. 

Entertainment matters more than anything else. It’s how we engage an audience and keep them coming back over and over, so if you get a demo from someone who makes you laugh and makes you think, why does their age matter? 

Now, where my colleague had it wrong is that digital engagement is not meaningless. Cultivating a loyal audience online is the best chance a talent has to become a favorite of the station’s sales staff. If you’ve ever been to a BSM Summit, you’ve heard at least one national ad buyer talk about how appealing motivated audiences are when they are looking for endorsers. 

The age of your audience is not solely determined by the age of the creator. If you want to find a new audience though, it’s important to find ways to put your content where new audiences are. Aging talent can win over younger fans if the content is good.

I’m not advocating for shutting out young people. I see the appeal of pairing someone like John Lopez with a twenty-something in Houston or finding a single, childless foil to Bob Fescoe to create balance and conflict in the morning in Kansas City. I just think it’s shortsighted to say that is the pond where you have to cast your line.

Great talent gets better with age. Their voice becomes clearer, and they didn’t come up in an era when being the subject of a tweet from Freezing Cold Takes is the worst thing in the world. They have cultivated their audience. If that audience is the one that still values radio and is likely to be influenced by what they hear, isn’t that more valuable than 20 or 50 thousand followers that may never actually see their content?

To me, that is the part that is so confusing about prioritizing talent that came of age in the social media era during your search. They can work so hard to win over fans who love sports and fans who just casually follow storylines and teams, but if algorithms change, it’s all for naught. 

I wouldn’t want my talent’s single greatest strength to be in an area where they have no actual control. Aging talent is so often treated like a cartoon donkey. Companies dangle a carrot in front of them that they will never actually be able to get. Let’s knock that off and open searches up for real. It’s the only way to be sure a programmer is really finding the person who is going to make their brand better.

Seller to Seller: Gary Sarner, ROI360+

Dave Greene
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Seller to Seller: Gary Sarner, ROI360+

There’s passion and then there’s Gary Sarner. Think you love doing what you do? Meet Gary Sarner, former media salesperson and manager who now owns RO1360+, an ad agency which specializes in legal advertising. He loves what he does more than you do. Trust me.

As a teenager in the early 80’s, Sarner, whose father was a big radio advertiser, hung out in the studios of WQXI (now WSTR) in Atlanta. He said while he was there one time a PD came running in and told the DJ he had to play a song. The DJ turned to Sarner and said, “In 10 seconds if the phones light up, it’s a hit. If they don’t, we’ll never play it again.” The song was Lionel Richie’s ‘You Are,’ and needless to say they played the song again. “I was hooked at that moment on radio, and I quit school and went into my dad’s business.”

Within a month his dad had sold the business, and he needed a new job. Sarner said he went and asked his neighbor, who was running Jefferson Pilot at the time, “What is it that you do that you don’t work on weekends? He told me to call my favorite radio station, which was Y100, and I ended up getting a job at Y100 and started my radio career in February 1987.”

Sarner spent about 18 years in two different stints with Beasley in Miami and sold WQAM and at different times had the Miami Marlins, Florida Panthers, Miami Dolphins and University of Miami to sell. Later he would spend eight years with Audacy in the Miami-Ft. Lauderdale area.

Sarner started his new agency in April 2021, and when asked if he misses the business that had been such a big part of his life for a long time, he explained, “I don’t miss anything because I’m a radio advocate. The difference between working at Audacy and having ROI360+ is I’m not beholden to just Audacy.”

Sarner explains if an advertiser has to reach a certain demographic, but a certain media company only has two stations that hit that demo, in a perfect world, the seller from that company would have sellers from the other stations in town that have that same audience and they could work together to do what is best for that particular client.

On the other hand, if a radio seller forces that client to buy their whole portfolio, some of the stations won’t work, therefore the campaign won’t work, and the client is going to make the decision that all of radio doesn’t work. So, Sarner started the agency so he could buy the right stations for his clients.

Something else Sarner is a big believer in is clients have to give campaigns time. “I say all the time, ‘Marketing campaigns are measured in years not weeks or months,’” he said. “And the more stations you’re on, the faster the campaign works. When you pigeonhole yourself to one two or three stations, it’s going to take a lot longer to become a part of somebody’s brain.” Sarner says he won’t put a client on the air unless they are committed to an annual.

Sarner loves radio, but believes most stations are programming for Nielsen and not for their audience. If it were up to him, stations would have more, shorter stop sets, which you typically only find in sports and news talk. He also has a big problem with the way stations stream their product and air commercials online.

“You have everybody out there trying to sell digital products at radio stations, but they don’t know how,” he said. “I know how to reach a hundred percent of the audience on the radio. You cannot do that on a stream.”

Sarner started working with a law firm in South Florida in 2013 and built such a great relationship with the client that, with his employer’s blessing, he became their media buying person. When he was notified the company no longer wanted him to work with that client, the next day the idea for the agency happened and went from an employee at the radio station to soon being the buyer for their top client.

“I didn’t plan on being a legal marketing expert but guess what, I knew that the best, because I was doing all the marketing for the law firm, and we had gone from Miami-Ft Lauderdale to statewide in eight years.”

That particular client was doing what Sarner calls ‘The Holy Trinity’ of advertising – radio, TV and billboards. And while Sarner acknowledges that not many businesses can afford the whole trio, Sarner says no matter what, clients have to understand who the target is and no matter which form of advertising a business does, own it or at least own a piece of it.

“It’s math, then finding the right target and we look back at who the shopper is. Most advertisers out there and local advertisers, you know what? They don’t know who their target market is, and they don’t even know their own numbers. So, Radio, TV billboards, it’s all math and then you figure out how much money you have to spend. And have somebody believe what you’re saying, right? They have to trust the message, that’s very important.

Sarner knows in the end, many potential clients for any business are going to wind up searching for the client and looking at their website or reviews online. “Guess who gets beat up in that?” Sarner asks. “Radio, TV, and billboards. Well, if you didn’t do the radio, TV or billboards, guess what? They’re not going to find you on the internet. You’re just like somebody else…When people look at their metrics as the lead source, radio never wins, TV never wins, billboards never win.”

In addition to his passion and knowledge about advertising and advertising schedules, Sarner says it is his belief that other people matter that separates him from others.

“It’s not about me,” he said. “If I do what’s right, I’m going to win. I always call myself ‘the most accessible person in media.’ I answer my phone. I speak to people. There’s no texting and there’s very minimal emails, although email happens. But it’s about connecting one-on-one and caring.

“I enjoyed every minute I had in radio and I’m loving every minute owning an agency and getting to work with amazing clients who put a lot of trust in my team. We’ve changed what happens on the radio dial with legal advertising like almost to the point where we shoot ourselves in the foot, because once we launch somebody, other people want to follow. The difference is they don’t know how to buy it. They’re being sold stuff by someone they end up trusting, but who doesn’t really know. A typical radio seller today has no idea how to really put a schedule together, they’re paid to do sell packages.”

Gary Sarner is very proud of the success he has had and the relationships he has built with his clients. Sarner boils it all down when he says, “Our clients win, because their media campaigns are managed correctly.”

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