I love reading, listening, watching, and consuming anything I can about our industry. But as sports radio continues to weather some uncertainty, I wonder why some of the things I hear leaders of our industry preach.
Constantly, the leaders of major brands will say: “We’re not in the radio business, we’re in the content business.” But if you’re leaving out one entire area of content, are your words hollow?
For the amount of content sports radio creates, we don’t do a great job embracing digital video, which I will never understand.
There are some sports stations and shows that simply don’t have to worry about this topic, because their shows are already airing on cable TV, right? The Michael Kay Show, Boomer & Gio, Felger & Mazz, The Best Show Ever?, and I could go on, all air on some form of traditional television outlet. But the rest of you? What are you doing?
Whether you’re a Market Manager, Sales Manager, Operations Manager, Program Director/Brand Manager, Host, or Producer, as you make your preparations for 2024, the one question you should be asking is: Do we have a digital video strategy?
If the answer is yes, congratulations. That’s awesome. Now, what platforms are you prioritizing? If your answer is no, ask yourself: why not?
There’s a harsh truth that comes with what I’m about to say, that isn’t popular with old-school radio programmers. But truth is like poetry, and most people f—ing hate poetry. If you’re not on YouTube or Twitch, you likely don’t exist to anyone under the age of 25. And if you look at the first number in your target demo, that age matters.
YouTube is the second-largest search engine in the world. You aren’t likely to utter the words “Google doesn’t matter”, right? Then why in the world would you argue — as someone who’s in the content business — that the world’s largest content platform doesn’t matter? It does! It absolutely does! And yet, so many stations don’t have even the slightest idea that they should take the dozen or so hours of fresh, original, can’t-get-anywhere-else content they produce and put it on YouTube.
Think of YouTube from your own perspective. How many times a week do you go to YouTube for literally anything? Several? Now, how often do you think people younger than you are using the platform? All the time. Literally, every day. The research that we all rely on for so many things will punch you in the face with the facts that younger audiences are using YouTube more and more frequently.
Digital video is everything radio loves: it’s cheap, it’s easy, and it’s an extra revenue source. Heck, the platforms are free to publish your stuff! It is as easy as it’s ever been to make killer-looking video.
The cost to start streaming your shows is unbelievably low for what the potential revenue can make up in return. If you don’t have a sales team that would be eager to go out and try to sell a shiny new product, then you’ve got bigger problems than digital video. But I’d bet you dollars to donuts that if you walked into the sales meeting and said “Hey, we’ve got a cool new product to offer. We’re streaming the shows on YouTube now, and we’ve got the ability to showcase (X) amount of sponsors in graphics, in product placement, in video commercials. Who wants in?”, you’d be hard pressed to not find that elusive 13th month of ad dollars.
Can’t monetize it with ads? Fine, do what ESPN Cleveland does and start a subscription service and put your video shows behind a paywall and make money that way.
Apprehensive about starting? Afraid the quality won’t be up to your standards? You might be right. But you have to start somewhere. And taking that first step is the most important one.
All digital video does is enhance your product. While Don La Greca’s “ED…BLEEPIN’….KRANEPOOL” rant is one of my favorite moments in sports radio history, it only gets better when you can see the veins popping out of his forehead and the crazed look in his eyes while shouting directly into an HD camera.
It takes people behind the scenes, and while audio is a more intimate medium, you can’t pretend as if TV is going away. It isn’t. But how we consume TV is changing, and YouTube is going to serve as the de-facto free, over-the-air home for video shortly.
Don’t know where to start? Ask someone who is already doing it. How did they do it? What equipment did they get? How did they sell management on it? It isn’t a different approach from any other special project you’ve wanted to get started or rolling at your station.
Guaranty Media in little ol’ Baton Rouge produces some of the best video content I’ve ever seen from a radio show. Why? Because they prioritized it, put an emphasis on it, and are seeing the rewards. And yet, there are major market stations that either don’t have a YouTube channel, are just now starting one, or have one that has been neglected and only featured a few hundred subscribers.
Other stations either don’t promote their streams, or strictly put them on their own websites. I understand the thought process about hosting your video streams on your own website. But why try to create a party when there’s already a gigantic party that has all your current and potential friends begging you to show up?
I hear people talk all the time about the future of the format, and how important it is to attract younger audiences, embrace new technologies, and other things that come across as just hollow buzz words used to make it sound like you’re on the cutting edge. But I implore you to make 2024 the year you practice what you preach and start taking advantage of all the ways you can not only get in front of my ears and eyeballs, but all the ways you can make revenue for your stations, too.
Dive in head first. Take the leap. It isn’t going to be easy to begin, but it’ll be worth it in the end. I doubt you’ll look back on it later and think “Man, I wish we hadn’t started video streaming the shows”. Stop hoping people find your content and start shoving it in their faces.
